Scanned from the collections of
The Library of Congress
Packard Campus
for Audio Visual Conservation
www.loc.gov/avconservation
Motion Picture and Television Reading Room
www.loc.gov/rr/mopic
Recorded Sound Reference Center
www.loc.gov/rr/record
PUBLISHER'S BINDING
5 - MAR 11 I
Copy .J... 1953 j
26"
YEAR
B ROADCASTING
TELECASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION OCTOBER 7, 1957 35< PER COPY
How Barrow would revamp the networks Page 31
Complete text of Barrow recommendations Page 100
How radio-tv helped a bakery go national Page 40
PGW puts automation into spot selling Page 70
LOVIN' and LOYAL
NCS No. 2 CIRCULATION
DAYTIME HOMES
NIGHTTIME HOMES
WEEKLY
DAILY
WEEKLY
DAILY
WHO-TV
Station B
Station C
181,490
175,650
176,340
121,620
123,430
104,930
211,500
204,280
218,690
166,460
163,920
148,320
We always knew that Central Iowa loves WHO-TV. . .
and we're real happy that the new Nielsen NCS No. 2
shows how large and loyal that audience is.
NCS No. 2 proves again that Central Iowa families
have the "WHO habit". . . with more homes tuning in
WHO-TV every day than any other television
station in the region!
You who have known the WHO Radio operation, over
the years, will understand the Central Iowa audience
preference for WHO-TV. Decades of highest integrity,
public service, confidence and belie tab titty all add
up to a QUALITY audience and QUALITY RESULTS.
WHO-TV
Channel 13 • Des Moines
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
WHO-TV is part of
Central Broadcasting Company,
which also owns and operates
WHO Radio, Des Moines
WOC-TV, Davenport
Peters, Griffin, Woodward, Inc.
National Representatives
Affiliate
Barrow network study out
Automation on Madison Ave
The quarterly Telestatus
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO
WHO-
WHO
WHO
WHO
WHO
-WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
1 "*»iuU|l
PHOTO BY DEL WILLIAMSON
More than 180,000 tons of primary aluminum a year
will soon roll off the lines here at the Olin-Revere Metals
Corp. site, 23 miles south of Wheeling. This is just part
of the $450-million Wheeling-Upper Ohio Valley expan-
sion. The growth of this area is fabulous, but no more
so than the popularity of WTRF-TV, leader by a wide
margin in every accredited audience survey made in
this area. So keep your eyes on this market — just as
everyone in this market is keeping his eyes on WTRF-TV.
For availabilities and complete
coverage information — Call
Hollingbery, Bob Ferguson,
VP and General Manager,
or Needham Smith,
Sales Manager,
CEdar 2-7777
reaching a market that's reaching
ISI
316,000 watts
Equipped for network color
■ new importance!
TERRE HAUTE, INDIANA
B O L L I N G CO., NEW YORK CHICAGO,
LOS ANGELES, SAN FRANCISCO, BOSTON
WTHI - TV
and RADIO, too!
0
T.M. -CBS-TV
Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and July by Broadcasting Publications Inc 1735
Uebales St., N.W., Washington 6, D. C. Entered as second class matter March 14. 1933, at Post Office at Washington, D. C.,. under act of March 3,' 1879
1 - TEXAS' TALLEST TOWER /
KRLD-TV telecasts from atop Texas' tallest(to\\ jutting l,521/ft'et
above its hilltop base - 1,685 teet above a\ JK^ge~|efram. 1- rom thiv
second tallest man-made structure in the world, KRLD-TV serves one-
fourth of all the people in Texas who own one-third of Texas' sets,
plus those in five Oklahoma counties.
2 - MAXIMUM POWER
KRLD-TV operates on 100,000 watts, the maximum power of a low-
VHF frequency allowed by FCC. KRLD-TV beams 100 microvolts
or more to a greater area than covered by any other Texas TV station.
3 - CHANNEL 4
KRLD-TV's Channel 4 enables it to reach farther with a strong, clear
signal. Channel 4 is the lowest frequency channel in the Dallas-Fort
Worth area.
an unbeatable combination that makes
KRLD-TV
the Biggest buy in the Biggest market
in the Biggest state
The BIGGEST buy iruthe BIGGEST market in the BIGGEST State
POWER
Owners and operators of KRLD, 50,000 Watts
The Times Herald Station . . . The Branham Co.,
Exclusive Representative.
JOHN W. RUNYON CLYDE W. REMBERT
Chairman of the Board President
Page 4 • October 7, 1957
Broadcasting
Telecasting
closed circuit:
mately $50 million for coaxial against $12
million for Parax).
COWLES SELLING TWO • Sale of ch. 9
KVTV (TV) Sioux City, Iowa, and its
companion WNAX Yankton, S. D., by
Cowles Broadcasting Co. to Peoples Broad-
casting Co., subsidiary of Nationwide
Insurance Co., for approximately $3 mil-
lion is in final negotiating stage. Cowles
also owns KRNT and controls ch. 8
KRNT-TV Des Moines and owns WHTN-
AM-TV Huntington-Charleston, W. Va.
Peoples owns WRFD Worthington, Ohio;
WTTM Trenton, N. J., WMMN Fairmont,
W. Va., and WGAR-AM-TV Cleveland,
Ohio.
BoT
Plans underway to allow more spot an-
nouncements on Canadian Broadcasting
Corp. tv stations and for participation
sponsorship on national basis of live and
film programs where CBC regulations now
only permit local participation. Decision
to allow additional commercials at CBC
policy-making meetings at Ottawa, Ont.,
due possibly this week.
BeT
TAX FIGHT BREWING • Operators of
major stations involved in multi-million-
dollar sales aren't going to lose deprecia-
tion case by default. Informal meeting at
NARTB headquarters last week took up
Revenue Bureau's denial of depreciation
allowances in network affiliation contracts
[B»T, Aug. 26] and pooled ideas on sta-
tion-sale problem. Among interests in-
volved in tax ruling are Westinghouse,
Corinthian, Time Inc. and Transcontinent,
all of which have negotiated major station
transfers. Framing of NARTB policy on
this and other tax matters involves major
association problem.
BeT
FCC had morning go-round last Thurs-
day on question of programming jurisdic-
tion, spent most of time assaying General
Counsel Warren Baker's memorandum on
legislative history of subject. Further con-
sideration scheduled for next available
time, probably this week. Subject is basic
to Commission's discussion of license re-
newal form revisions on program informa-
tion, sparked by broadcasters earlier this
year.
BeT
SKIATRON'S ALTERNATIVE MOVE •
Because Pacific T&T, subsidiary of
AT&T, has turned thumbs-down on use
of Parax open-wire for Skiatron closed-
circuit tv on West Coast (story, page 66),
Matty Fox, president of Skiatron Tv Inc.,
has asked company to quote on coaxial
cable for wiring of Los Angeles, San Fran-
cisco and two other unnamed western
markets. Coaxial costs reportedly run
several times that for open-wire (estimate
for Los Angeles proper alone was approxi-
BeT
Pacific T&T rejection of open-wire re-
portedly was on basis that they would not
make such installations since it could con-
stitute monopoly. While first installation on
its poles might work for relatively short
distances, installation of second or third
service inevitably would cause interference
beyond allowable tolerances, in effect
meaning that only one service could be
installed. Since Bell companies are com-
mon carriers, they would have to provide
service to all qualified comers.
BeT
CHEERY NOTE AT MBS • Optimistic re
port on outlook of MBS under new owner-
ship will be given special meeting of its
board of directors this, week by Paul
Roberts, president, who took over two
months ago. Since Aug. 8 new gross sales
have amounted to $2.5 million, including
business of advertisers never before on
MBS. These include Jello, Equitable Life,
Benrus Watch and Chrysler. "Slight profit"
or at least break-even point has been
reached by MBS, it's understood.
BeT
Seminar on engineering being conducted
Monday evenings by FCC's Arnold Skriv-
seth, assistant chief of technical research
division of office of chief engineer, for
staff lawyers and other non-engineering
executives. FCC's new Comr. Fred W.
Ford is taking 10-week, two-hour course.
Seminar began Sept. 23 with 80 in attend-
ance but 60-odd showed for second ses-
sion.
BeT
BARROW DEFTNESS • Explosive Net-
work Study Group Report, comprehen-
sively covered this issue, was drafted "with
the press in mind." Authority for this state-
ment is Dean Roscoe L. Barrow, chief of
study group, whose security was so good
that not even members of Commission had
advance knowledge of 1200-page docu-
ment. Conclusions of report were neatly
contained in summary. Because of budget
limitations, FCC had about 700 copies of
voluminous Network Report processed —
just about maximum run from mimeograph
stencil.
BeT
Although Barrow report was "team" job,
it's no secret actual writing of chapters was
entrusted to one or two staff members. For
example, general knowledge has it that
Dean Barrow wrote chapters 1 and 15, in-
troduction and summary of recommenda-
tions, and chapter 12, multiple ownership.
Not so well known is fact that Dr. Louis
H. Mayo wrote chapter 3 on public in-
terest.
STILL STYMIED • For fourth successive
week, FCC failed to break impasse on
authorization for WLWI (TV) Indianapolis
to begin operation with equipment other
than that specified in its original applica-
tion which previously had been granted.
Comr. Fred W. Ford, whose vote is re-
quired to break 3-3 tie, reportedly did
indicate to Commission last Wednesday
that he would be prepared to vote this
week, after having established that he is
not disqualified by virtue of former con-
nection with case while he served as chief
of FCC's hearing section (1951-1953).
BeT
Edward Lamb Enterprises (WICU [TV],
WIKK Erie, Pa.; WMAC-TV Massillon,
Ohio; WHOO-AM-FM Orlando, Fla.) has
retained Robert F. Jones, former FCC
commissioner and former member of Con-
gress from Ohio, as Washington communi-
cations counsel. General counsel of Lamb
Enterprises is J. Howard McGrath, former
U. S. attorney-general during Truman ad- M
ministration.
BeT
ENCORE FOR ANA • Agency panel that
set forth mock "campaigns" on how to
spend theoretical $750,000 advertising
budget for "potable" product (Tetley tea)
at last year's media buying workshop ses-
sion of American Assn. of Advertising
Agencies' eastern annual conference is
to be repeated on Nov. 20 at this year's
session in New York. Reason: Panel made
big impression on audience and ad row
evinced interest for many months. That
was meeting in which Arthur A. Porter.
J. Walter Thompson Co.; E. L. Deckinger,
Grey Adv., and Lee M. Rich, Benton &
Bowles, agreed on predominant use of
broadcast media [B«T, Dec. 3, 1956]. This
year, budget will be greater and product
will be one that is in "national distribu-
tion." Panel will act as "plans board" pre-
senting summary viewpoint via single
spokesman. Agency participants are not yet
firm.
BeT
Vastly increased demands for rights to
Orange Bowl football game have CBS-
TV scrimmaging in another direction in
trying to set its lineup for next New
Year's Day. Orange Bowl's asking price
is reported to be at least twice last year's
estimated $100,000, so CBS-TV, while
going on with negotiations for continuing
that series is also dickering for Cotton
Bowl, where demands are much more
modest. NBC-TV, which carried Rose
and Cotton Bowls last January, is set for
Rose and Sugar Bowls this New Year's.
ABC-TV had Sugar Bowl last time but
now, along with CBS-TV, is interested
in Cotton.
Broadcasting • Telecasting
October 7, 1957 • Page 5
KANSAS CITY
KCMO
KCMO-TV
The Katz Agency
SYRACUSE
WHEN
WHEN-TV
The Katz Agency
PHOENIX
KPHO
KPHO-TV
The Katz Agency
OMAHA
WOW
WOW-TV
John Blair & Co.- Blair-TV
Meredith Stations Are Affiliated With
Better Homes an
d Gardens and Successful Farming Magazines
Page 6 • October 7, 1957
Broadcasting • Telecasting
THE WEEK IN BRIEF
LEAD STORY
Barrow Wants Tough Curbs For Networks — Long-awaited
report of FCC's Network Study Group released recommend-
ing drastic changes that eliminate network option time and
must-buys; curtail network activity in spot representations;
further restrict mutilple ownership limitations; establish FCC
rules for networks and many other suggestions. Page 31.
Comparison of Barrow report with Cox and Celler reports
and Moore testimony. Page 33. Text of conclusions of Bar-
row report. Page 100.
PROGRAM SERVICES
Skiatron Gets Calif. Setback — Pacific T&T rejects appli-
cation for Parax open-wire lines on its poles for closed-
circuit tv to subscribers in San Francisco, Los Angeles and
other towns. Skiatron gains in Milwaukee, however, where
Common Council greenlights activity there. Page 66.
OPINION
ADVERTISERS & AGENCIES
Sara Lee Has Radio-Tv in Its Recipe — Six-year-old bakery
an"l frozen food dis;ribator learned early that broadcasting
is the yeast of its sales success. Page 40.
Frey Report, Tv In ANA Spotlight — Official program for
ANA's forthcoming 48th annual meeting includes preview
of findings in year-long study of advertising agency services
and compensation methods, reports on tv success and studies
of media, markets and management. Page 44.
Possible Revlon Changes — The world's largest cosmetics
manufacturer, mulls diversification as it assigns room deodor-
izer and liquid detergent accounts to its newly-revamped
agency list. Page 42.
Let's Concentrate More on the Ad — When
the smoke of negotiations has cleared away,
there's much work still to be done before the
effective commercial can be presented. With
the reminder that the ad is the important
thing — not the buy — Mark Lawrence, of
MacManus, John & Adams gives his views
in B*T's regular Monday memo series. Page
137.
MR. LAWRENCE
INTERNATIONAL
Tv Network Time Goes Fast in Canada — The SRO sign is
readied as a rundown of the fall schedule shows extensive
buying. Page 1 16.
Tea For Tv Spot — Leo Burnett & Co. maps plans for Tea
Council that envision budget of $1.2 million for television
spot. Big 20-week drive in 18 markets next March is one
cornerstone of campaign. Page 44.
GOVERNMENT
Monitoring of Ads — Federal Trade Commission holds hear-
ings on Whitehall Pharmacal and Chicle cases, first complaint
growing from government agency's monitoring activity. Page
80.
STATIONS
Automation At PGW — Station representative has Remington
Rand electronic system at work in its New York headquarters.
Target: speed and efficiency in servicing agencies and stations.
Page 70.
Hot Potato for Pulse — Some 15-20 stations have com-
plained to The Pulse Inc. about procedure the rating service
uses to get information on special listener promotions for
inclusion with rating reports. Page 76.
Asking for Trouble — FCC "will get its knuckles cracked,"
Rep. Emanuel Celler (D-N. Y.) promises, if it goes ahead
with authorization of pay tv. Author of anti-pay-tv bill de-
livers warning during debate with James M. Landis, attorney
for Skiatron Inc., before Assn. of Advertising Men and
Women in New York. Page 82.
A B«T SERVICE
The Status of Television — B«T's quarterly Telestatus re-
ports who, what, where and how all the television stations are
operating. Also, how the drastically-revised network lineup
now looks. Page 125.
New Private Relay Plea — Motorola's Daniel E. Noble, one
of eight witnesses for Electronic Industries Assn. at FCC
hearings on use of spectrum above 890 mc, asks Commis-
sioners to allow free choice between common carrier and
private microwave systems. Other witnesses see no space
squeeze above 890 mc in future. Page 82.
TRADE ASSNS.
Illinois to Capitol Hill — Congressmen will hear from Illinois
Broadcasters Assn., which at its fall meeting passed resolu-
tion deploring bill by Sen. George A. Smathers (D-Fla.) to
require networks and stations to give up interests in BMI.
Charles R. Cook of WJPF Herrin elected president of IBA.
Page 61.
DEPARTMENTS
ADVERTISERS & AGENCIES 40
AT DEADLINE 9
AWARDS 134
BUSINESS BRIEFLY 50
CLOSED CIRCUIT 5
COIORCASTING 52
EDITORIAL 133
EDUCATION 68
FILM 58
FOR THE RECORD 100
GOVERNMENT 80
IN REVIEW 14
INTERNATIONAL 117
LEAD STORY 31
MANUFACTURING 90
MONDAY MEMO 137
OPEN MIKE 22
OUR RESPECTS ' 20
PEOPLE 120
PROGRAMS & PROMOTIONS.. 86
PROGRAM SERVICES 66
RATINGS 54
STATIONS 70
TRADE ASSNS 61
UPCOMING 65
Broadcasting • Telecasting
October 7, 1957
mm
Page 7
This week:
FIRST
ANNIVERSARY
AS A
STORZ STATION
FINDS WQAM'S
RUNAWAY
COMPLETE!
Hooper's greeting: U2.1% all day average, 7 a.m.-6 p.m., Mon-
day through Saturday.
And from Pulse — 2 happy birthday cards :
Metro Pulse gives WQAM decisive first place
So does a brand new Southern Florida area Pulse, that
accounts for the listening preferences of 31.5% of the people
of Florida.
Many happy returns from Trendex, too, with a strong first
for WQAM.
And many thanks to you who buy time — for your quick recog-
nition of the change in Miami radio listening . . . and for your
confidence in the personalities and programmings of the new
WQAM. Ask Blair or G M Jack Sandler why current figures
are much more valid than NCS #2, which was made in Spring
1956, about half-year before WQAM became a Storz Station.
WQAM
Serving all of southern Florida with 5,000 watts on 560 kc
and Radio #1 in . . .
MIAMI
WD6Y Minneapolis St Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
m w^, REPRESENTED BY JOHN BLAIR St CO.
~> WTIX New Orleans
(Mr REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
AA REPRESENTED BY JOHN BLAIR 4 CO.
Page 8 • October 7, 1957
Broadcasting
Telecasting
at deadline
Celler Calls on FCC's Lee
To Disqualify Self on Pay-Tv
Rep. Emanuel Celler (D-N. Y.) last night
(Sun.) called upon FCC Comr. Robert E.
Lee to disqualify himself from upcoming
pay-tv hearings on ground of pre-judg-
ment. In weekly talk program via WINS
New York, congressman cited Look maga-
zine article by Comr. Lee written last year
in which commissioner "practically ap-
proved applications for . . . subscription tv."
Commented Mr. Celler:
"Comr. Lee had the temerity to write
this article while the question of subscrip-
tion tv was and is still pending before the
Commission. An FCC commissioner is a
quasi-judicial officer. He is like a judge.
He must hear and determine the con-
troversies that arise. There is a bitter con-
troversy over the question of turnstile tv.
Instead of demeaning himself as a judge
and objectively considering evidence pre-
sented to him next March when applications
for gasmeter tv will be presented, Comr.
Lee already made a determination before
he has heard the evidence. . . ."
Budweiser Beer, Ale 'Record' Ad
Budget of $12 Million Planned
New "record" advertising budget of over
$12 million set for Budweiser beer and ale
in 1958, Anheuser-Busch Inc., St. Louis, an-
nounced. While no media breakdown re-
leased, brewery said it will "continue wide-
spread use of spot radio and television," plus
prime media. Company spending estimated
$3.8 million this year in broadcast media for
Budweiser (through D'Arcy Adv. Co.) and
1958 radio-tv share understood to be slightly
higher.
Busch Bavarian beer (Gardner Adv.
Co.), with separate budget, expected to pick
up St. Louis Cards' tv and regional radio
network broadcasts, though advertising plans
not announced yet. (A-B spent $2.1 million
for both products in network-spot tv in
1956.)
ABC-TV's Eckstein Resigns;
Linger Slated to Succeed
John H. Eckstein resigned as director of
advertising and promotion for ABC-TV and
is slated to be succeeded by Dean Linger,
now director of sales promotion and pub-
licity for CBS' KNXT (TV) Los Angeles and
CBS Television Pacific Network. Changes
effective Oct. 14. Jerry Zigmond, veteran
advertising and promotion man who is west
coast division manager for theatres of AB-
PT (ABC parent), reportedly will serve as
advertising and promotion consultant to
Mr. Linger in addition to west coast theatre
duties.
Mr. Eckstein has not announced his
future plans.
Broadcasting • Telecasting
WAAT, WATV (TV) Sold
To NTA For $3.5 Million
In surprise turnabout, National Telefilm
Assoc., New York, late Friday announced
purchase of WAAT-AM-FM and WATV
(TV) Newark for approximately $3.5 mil-
lion, although on Wednesday NTA reported
breakdown in negotiations.
Less than two months ago, NTA bought
KMGM-TV Minneapolis for $650,000.
Though under same ownership, WAAT AM-
FM is licensed to Bremer Bcstg. Corp. and
WATV to Atlantic Television. Irving R.
Rosenhaus and family hold principal stock.
Call letters will be changed to WNTA-
AM-FM-TV. Sale is subject to FCC ap-
proval.
Production Link May Result
From ABC-TV, MGM-TV Talks
Production tie-up with Metro-Goldwyn-
Mayer studio facilities to be explored today
(Mon.) in New York in top-level discussions
of ABC-TV and MGM-TV officials. Net-
work according to ABC-TV official Friday,
is interested in negotiating for additional
properties and/ or facilities with any large
studio along lines of ABC-TV's current
pact with Warner Bros. [At Deadline, Nov.
26, 1956 et seq.]. Scheduled to attend for
ABC-TV: President Leonard H. Goldenson
and Vice President James T. Aubry (pro-
gramming and talent); for MGM-TV: Vice
President Charles C. (Bud) Barry and Loew's
Vice President-Treasurer Robert H. O'Brien,
who formerly was financial vice president
and secretary of American Broadcasting-
Paramount Theatres Inc., parent of ABC-TV
division. Warner Bros, now is producing
ABC-TV's Cheyenne, Sugarfoot, Maverick
and Colt 45 which goes into Friday lineup
under sponsorship of Campbell soup. Deal
with MGM-TV would include either proper-
ties (programs), use of facilities and perhaps
both.
TWO TEE-UP FOR TEA
In line with Tea Council of
U. S. A.'s biggest push in history
(early story page 44), two major tea
concerns are launching big drives
later this month. Boston's Salada Tea
Co. using seven-week spot tv cam-
paign (minutes and station breaks) in
daytime programming starting Oct. 14
in unspecified number of markets.
Sullivan, Stauffer, Colwell & Bayles,
Salada agency, understood to be still
lining up availabilities, while Ogilvy,
Benson & Mather, agency for New
York's Tetley Tea Co., already has
completed buying for its eight-week,
daytime minutes campaign in more
than 50 markets starting Wednesday.
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 40.
HUNTING DOWN EAST • Noxzema
Chemical Co. (shaving cream), Baltimore,
through MacManus, John & Adams, N. Y.,
currently looking for availabilities in seven
England-New York markets for 13-week
radio campaign slated for end of October.
NINE WEEKS FOR WINSTON • R. J.
Reynolds Tobacco Co. (Winston cigarettes),
Winston, N. C, readying spot tv cam-
paign for Oct. 14 start and continuing for
nine weeks. Number of markets undeter-
mined. Agency: Wm. Esty Co., N. Y.
ASPIRIN SPOTS SOON • Sterling Drug
Inc. (Bayer aspirin), N. Y., reported to be
lining up more than 40 stations for spot
tv campaign to begin shortly. Agency:
Dancer-Fitzgerald-Sample, N. Y.
FOR WINTER COLDS • Smith Bros,
(cough drops), Poughkeepsie, N. Y., pre-
paring spot tv campaign to break in mid-
November and last 12 weeks. Top 15-20
markets being considered. Agency is Sulli-
van, Stauffer, Colwell & Bayles, N. Y.
CAMPAIGN LINING UP • Sterling Drug
Inc. (Fletcher's Castoria) is preparing spot
television campaign in more than 50 mar-
kets and is lining up one-minute availabilities
in late evening programming. Agency: Carl
S. Brown Co., N. Y.
SUITCASE SALVO SET • Samsonite Lug-
gage Co., Denver, placing tv spot schedule
to start Oct. 22 for eight weeks in more than
80 markets. Agency: Grey Adv., N. Y.
HIRES SHIFTS AGENCIES • Maxon Inc.,
Detroit, appointed advertising agency for
Charles E. Hires Co. (soft drinks), Phila-
delphia, effective Oct. 15. Account, totalling
about $750,000 in annual billings, has been
with N. W. Ayer & Son, Philadelphia, for
more than 10 years.
POTATO PUSH • R. T. French Co.
(instant mashed potatoes), Rochester, N. Y.,
is buying tv spots in 17 markets. Campaign
starting Oct. 14 runs 13 weeks. J. Walter
Thompson Co., N. Y., is agency.
SWEET ON SPOT • Peter Paul Inc.
(Mounds candy), Naugatuck, Conn., con-
tinues its buying of spot tv markets. New
campaign starts Oct. 18 for eight weeks.
Dancer-Fitzgerald-Sample, N. Y., is agency.
October 7, 1957 • Page 9
PEOPLE
at deadline
TV NETWORKS' GROSS 4.2% AHEAD OF '56
Television networks unanimously pointed
to 1956 political convention billing as hav-
ing caused lopsided August comparisons on
gross time charges reported Friday by Pub-
lishers Information Bureau. PIB's figures
showed first monthly drop (in comparing
month with same period of year ago) —
reduction of 9.5% in gross billing. Break-
down by network: ABC-TV, billings off
10.3%; CBS-TV, down 5.9% and NBC-
TV, off 13.3%. For eight months of year
networks still showed pickup of 4.2% in
total billing over same period of year ago.
Though August 1956 billing was more than
$42.5 million, July 1956 (no conventions)
was $37.6 million.
1956-1957 Comparison
August
August
% *
Jan. -Aug.
Jan. -Aug.
%
1957
1956
Change
1957
1956
Change
ABC-TV
$ 6,134,380
$ 6,842,292
— 10.3
$ 52,578,094
$ 50,855,477
+ 3.4
CBS-TV
18,278,933
19,430,748
— 5.9
153,578,489
144,411,892
+ 6.3
NBC-TV
14,150,907
16,323,549
— 13.3
121,825,283
119,587,046
+ 1.9
$38,564,220
$42,596,589
— 9.5
$327,981,866
$314,854,415
+ 4.2
1957 Totals to
Date
ABC-TV
CBS-TV
NBC-TV
Total
Jan.
$ 6,715,581
<
5 20,231,474
$ 16,554,941
$
43,501,996
Feb.
6,175,488
18,309,088
14,900,631
39,385,207
March
6,848,848
20,172,173
16,631,974
43,652,995
April
6,682,786
19,385,098
15,154,388
41,222,272
May
7,258,807
20,307,762
15,811,033
43,377,602
June
6,413,708
18,356,892
14,746,537
39,517,137
July
6,348,496
18,537,069
13,874,872
38,760,437*
Aug.
6,134,380
18,278,933
14,150,907
38,564,220
$52,578,094
$153,578,489
$121,825,283
$327,981,866
* Revised
as of Oct. 3, 1957
Moulder Charges Group Resistance
To Subcommittee Work by Agencies
Rep. Morgan Moulder (D-Mo.), chair-
man of House Legislative Oversight Sub-
committee investigating FCC and five other
federal regulatory agencies, Friday charged
Civil Aeronautics Board, Securities & Ex-
change Commission and possibly other
agencies are blocking committee's work by
refusing access to files.
Mr. Moulder based his statements on
CAB staff notice limiting information
available to Moulder committee practically
to public records only. He also said SEC
"very forcibly" stated verbally it would
follow CAB lead. In Friday news confer-
ence, Rep. Moulder stated Legislative Over-
sight has information that chairmen of six
agencies met to map plan of resistance to
committee's investigation.
SEC-CAB stand was termed "high class,
classified 5th Amendment [plea]" by Rep.
Moulder. He said "we don't think any of
them will cooperate fully," although "some
to a degree have complied" by cooperating
with committee's staff. He said CAB stand is
' "without basis in precedent or law" and
called public hearing Oct. 17 at 2 p.m. at
which time CAB "will be called upon to
show cause why representatives of the sub-
committee should not be afforded full and
unhampered access to all board files and
records." There is possibility other agencies
also may be called to task at hearing, de-
pending on developments between now and
then, Rep. Moulder stated.
Rep. Moulder labeled CAB reluctance to
cooperate "all the more shocking" because
it may be "first step in a concerted plan . . .
to block this special congressional investiga-
tion."
FCC Chairman John C. Doerfer, enroute
to Milwaukee late Friday, could not be
reached for comment on Rep. Moulder's
charges. However, committee staff has ex-
pressed satisfaction with Commission coop-
eration to date. It is known FCC has di-
rected that all requests for files by Moulder
investigators be channeled through General
Counsel Warren Baker. This is simply to
insure equal distribution of staff workload,
FCC contends.
In addition to FCC, SEC and CAB, other
agencies under Moulder scrutiny are FTC,
Interstate Commerce Commission and Fed-
eral Power Commission.
Baum to FCC Network Study Post
Dr. Warren C. Baum, economist and
member until last week of Network Study
Staff, named chief of Office of Network
Study established two weeks ago in Broad-
cast Bureau [B»T, Sept. 30]. Office will take
care of winding up loose ends of network
study (program section still to be written)
and serve as secretariat to Commission com-
mittee on subject. Before joining FCC's
Network Study Staff in 1955, Dr. Baum
was with Rand Corp.
ANNE B. COYLE, radio-tv director, Rut-
ledge & Lilienfeld, Chicago, elected vice
president in charge of account supervision.
H. GRANT ATKINSON, freelance writer-
producer and previously radio-tv director at
Campbell-Mithun Inc., Chicago, appointed
radio-tv director at Compton Adv., same
city.
HAROLD F. SCHEINKOPF, formerly
marketing plans supervisor, Foote, Cone &
Belding, N. Y., joins Ogilvy, Benson &
Mather, N. Y., as associate director of
research.
Kluqe Buys Brechners' Share
In WGAY Silver Spring, Md.
Acquisition of 100% of WGAY Silver
Spring, Md., by John W. Kluge through
purchase of 35% interest held by Joseph L.
Brechner and wife for total of $150,000,
announced Friday. Mr. Brechner, co-
founder with Mr. Kluge of Washington
area outlet in 1946 (1 kw daytime on 1050
kc), resigns as vice president and general
manager end of October, but remains as
consultant to end of year. Named general
manager is Ernie Tannen, who was with
WGAY some years ago, now vice presi-
dent-general manager of Kluge-owned
WEEP Pittsburgh (formerly WILY). Ted
Dorf remains as commercial manager and
is named station manager.
Mr. Kluge and Mr. Brechner continue
their ownership association in WLOF-TV
Orlando, Fla. (Mr. Kluge owns 35%
of Class B stock of WLOF-TV.) Mr.
Brechner also has 60% ownership in
WERC-AM-FM Erie, Pa. Mr. Kluge also
has controlling interests in WKDA Nash-
ville, KXLW St. Louis, KNOK Fort Worth,
KOME Tulsa and WXRA and WXRC
(FM) Buffalo, N. Y.
Also announced Friday was sale of
KAIR Tucson, Ariz. (250 w on 1490 kc)
sold by W. Dawkins Espey and associates
to Joe Dumond ("Josh Higgins" of early
radio days and once owner of KXEL
Waterloo, Iowa) for $135,000 through Allen
Kander & Co., broker.
Clinic to Give Radio Tips
Half-dozen well-known agency executives
will discuss creation of radio commercials
Tuesday afternoon at third annual national
Radio Advertising Clinic, Radio Advertising
Bureau President Kevin B. Sweeney an-
nounced. Clinic is Tuesday-Wednesday at
New York's Waldorf-Astoria. Participants
include Elliott Plow, BBDO vice president;
Rollo Hunter, Erwin, Wasey-Ruthrauff &
Ryan; Ernest Mulock, Grant Adv. vice
president; Edward Meyer, Grey Adv. vice
president-account supervisor; Reva Fine,
Ogilvy, Benson & Mather senior copywriter,
and Grant Thompson, William Esty Co. vice
president. Allen M. Woodall, RAB execu-
tive committee chairman and president of
WDAK Columbus, Ga., will preside. About
800 industry representatives are expected.
Page 10 • October 7, 1957
Broadcasting • Telecasting
the audience
From Massachusetts to Long Island, sign on to
sign off, every day of the week, WNHC-TV, Hart-
ford-New Haven, delivers DOUBLE the COMBINED
audience of competition:
• 267.3% greater than Hartford
• 342.3% greater than New Britain
Ask Katz for proof: ARB, Hartford-New Haven,
June 8-14, 1957; Nielsen, NCS #2, 1956.
WNHC-TV
HARTFORD-NEW HAVEN, CONN.
Channel 8
ABC-TV •CBS-TV
Represented by KATZ
Operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton, N. Y. / WHOB-AM, Harrisburg, Pa.
WFBG-AM • TV. Altoona-Johnstown, Pa. / WNHC-AM • FM • TV, Hartford-New Haven, Conn. / WLBR-TV, Lebanon-Lancaster, Pa.
Triangle National Sales Office, 4-85 Lexington Avenue, New York 17, New York
Broadcasting • Telecasting
October 7, 1957
Page
If you want to stay set in her mind,
it takes frequency. Working frequency.
Which isn't how many times you talk . . .
but how many times she hears you.
And CBS Radio's daytime dramas deliver
frequency plus the values that give it peak
effectiveness. Reach. Attentive listeners.
Cost efficiency. With just five program
units you reach 6.4 million different
listeners a week with 3.2 commer-
cial-minute impressions each. Cost
per thousand impressions: 490. The
simple arithmetic of competition today -
the sheer number of brands a housewife
can choose from -demands this kind of
frequency and reach at low cost.
THE
CBS RADIO
NETWORK
So far tins year, such leading cosmetics
and toiletries advertisers as Campana Sales, Torii
and Warner-Lambert have used dramatic serials
on CBS Radio to tell their product stories to an
audience of their best customers.
SELLS!
78 markets snapped up in first
sixweeks! Coca-Cola in Atlanta!
NBC 0-&-0 in Los Angeles!
Dixie Beer! Bowman Biscuit!
Prescription 1500 in 10 markets!
J. Carrol Naish, the NEW
Charlie Chan, "the best ever
to do the role." See it today,
and you'll have to agree the
new CHARLIE CHAN sells!
Hurry! Markets are
being reserved
today! Wire or
phone for private
screening!
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
IN REVIEW
SUSPICION
For years viewers grumbled about the
half-hour overlap of NBC-TV's Robert
Montgomery Presents and CBS-TV's Studio
One that prevented complete viewing of
both programs. Now with NBC-TV starting
its new Suspicion series in the exact same
hour opposite Studio One, the choice may
be even more difficult.
For Suspicion, combining live and film
offerings and embellished with the touch of
Alfred Hitchcock or his associates, promises
Grade A entertainment. Three separate units
will produce 22 live and 20 film shows m
the series. Mr. Hitchcock is senior producer
and director for 10 of the 20 films. The
remaining 10 will be done by Revue Pro-
ductions, with Alan Miller as executive pro-
ducer. The 22 live dramas will be produced
in New York with S. Mark Smith as exec-
utive producer and Mort Abrahams as
producer.
The initial film offering, "Four O'Clock,"
was not done by Mr. Hitchcock, but the
master of suspense's touch was there. In
fact, the tv adaptation was based on an
original story by Cornell Wollrich who
wrote Mr. Hitchcock's film classic "Rear
Window."
"Four O'Clock" is the story of a hus-
band who believes his wife is unfaithful and
plants a time bomb in his own cellar.
Pointing up the deft production and direc-
tion is the great suspense sustained for
better than a half-hour while concentrating
mostly on the bomb's alarm clock and the
terrified husband who was bound-and-gagged
in the basement by housebreakers. True to
the Hitchcock tradition, the story has its
unexpected ending.
It could be that the Monday night
viewer, torn between Studio One and the
absorbing action of Suspicion — both for
free — would happily forget about any coin
box gadgets on his set.
Production costs: $55,000.
Sponsored by Philip Morris, through N. W.
Ayer & Son, and Ford Div. of Ford
Motor Co., through J. Walter Thompson,
on NBC-TV, Mondays, 10-11 p.m., EDT.
Started Sept 30.
Following with Alan Miller film unit which
presented first show: executive producer:
Alan Miller; producers: Frank P. Rosen-
berg, Richard Lewis, William Frye; di-
rectors: James Neilson, John Brahm, Don
Weiss.
LEAVE IT TO BEAVER
Scene: The upstairs bathroom of the sub-
urban home of the Cleaver Family (father,
mother, 12-year-old Wally and 8-year-old
Beaver). The boys, ordered to take baths
before going to bed, dabble in the water,
moisten their bathtowels, sprinkle a little
of the dirt Beaver has brought home for
his turtle into the tub ("Leave a ring," says
Wally), while discussing what to do about
the note Beaver's teacher (who insists on
calling him "Theodore" with typical adult
stupidity) has sent home to his parents.
The boys decide the note is probably to
announce that Beaver has been expelled
("You'll be the first kid ever expelled from
second grade," Wally says proudly) and
they plan how best to conceal its dire tid-
ings from their parents. They don't open
it because, as Wally says while he surveys
the bathroom to make sure it presents evi-
dence to convince any parent that baths
had been taken, "that wouldn't be honest."
Like that? Then you would have liked
"Beaver Gets 'Spelled," first episode of
Leave It to Beaver, half-hour film series
which started on CBS-TV Friday. Writer-
producers loe Connelly and Bob Mosher,
possibly to compensate for their years of
writing the Amos 'n Andy programs, have
avoided any trace of slap-stick in this new
series. If the opening sequence is typical.
Leave It to Beaver will be equal parts of
humor and sentiment, with lots of smiles
and chuckles and a few nostalgic tears, but
not many belly laughs.
lerry Mathers (Beaver) and Tony Dow
(Wally) were everything the series wanted
them to be: nice kids getting into nice kids'
kinds of scrapes, a tribute not only to their
acting but even more to the direction of
Norman Tokar and the supervision of Exec-
utive Producer Harry Ackerman and Asso-
ciate Producer Dan Nathan. Barbara Bil-
lingsley as the mother, Hugh Beaumont as
the father, Diana Brewster as the bewildered
second grade teacher and Doris Packer as
the principal were stereotypes, but "nice"
stereotypes, which seemingly is what was
called for.
Production costs: Approximately $40,000.
Sponsored by Remington Rand Div. of
Sperry Rand Corp., through Compton
Adv. Inc., on CBS-TV, Fridays, 7:30-8
p.m. EDT. Started Oct. 4.
Produced by Gomalco Productions; execu-
tive producer: Harry Ackerman; writer-
producers: Joe Connelly, Bob Mosher;
associate producer: Dan Nathan; director:
Norman Tokar
DICK AND THE DUCHESS
The new CBS-TV comedy adventure
series, Dick and the Duchess, may become
the Duke among its tv contemporaries, par-
ticularly if the series sharpens as it pro-
gresses.
The series is domestic relations adven-
ture, and as such, combines the best of
situation comedy and whodunit. In the Sept.
28 premiere the storyline was light and ac-
tion rapid. The writer's (playwright Harry
Kurnitz) tongue-in-cheek treatment easily
broke through the rigidity of the half-hour
form. Without resorting to vaporous fill,
Mr. Kurnitz lampooned and yet established
his characters with nary a hitch.
Dick and the Duchess is filmed in London
by producer Sheldon Reynolds, bringing to
the series an intriguing mixture of British
and American whimsey. Patrick O'Neal is
the American (Dick Starrett) and his British
wife (lane Starrett) is played by Hazel
Court. A sample of the British wit: Dick
notes, "I always ride bareback." His mother-
in-law observes dryly: "See that you don't
do it in England, my dear. You might catch
cold."
This is a series that uses humor to enter-
Page 14 o October 7, 1957
Broadcasting • Telecasting
How to have tun,
even though you're in
the advertising business
2. Believe an out-of-town client when he
writes you not to meet him. at the airport,
naming airline and flight number.
4. Ignore the warning outside the door of a
photographer's darkroom.
1. Phone home and tell your wife you're
going to be working all evening, then
arrive for dinner as usual.
3. Arrange with the friend of a friend of a
friend to get a refrigerator wholesale, then
return it because it's the wrong color.
5. Change a 4-color page to black-and-white
after the comp is finished.
Bypass Eastern Iowa in developing a tv WMT-TV
schedule for a product that requires buy- Channel 2. CBS Television for Eastern Iowa
ing power. Mail Address: Cedar Eapids • Reps: The Kats Agency
Broadcasting
Telecasting
October 7, 1957 • Page 15
IN REVIEW CONTINUED
KLZ's newest
LIVE
PERSONALITY
already a selling
sensation!
JACK WELLS
Monday thru Friday
Morning & Afternoon
MAN-SIZED SELLING
7:15 to 9 a.m. and 4 to 4:55 p.m.
Entertainment as the listener likes it . . .
songs at the piano . . . popular (middle of the road)
recorded music . . . informative quickies from
time to lost pets . . . plus solid sell . . . has endeared
JACK WELLS to listener and client alike!
For full details, call your KATZ man
or Lee Fondren in Denver.
|C IT »«uUft
560 KC
CBS IN DENVER . . . Represented by The KATZ Agency
tain and the cuddling of its co-stars to wink
at the audience. Sample: Jane receives a
package in the mail (the incident that sets
off the plot); hubby is asleep; Jane tells him
a package has arrived; Dick, whose head
is face down in the pillow reaches out, his
hand lands on Jane's knee, he hesistates then
says — "It's rather soft isn't it?"
A word about the audience laughter. The
canned chuckles are out of step with an
otherwise well-produced show.
The co-stars are closer to Nick and
Nora Charles than are Peter Lawford and
Phyllis Kirk, the husband-and-wife team on
the new Thin Man series (NBC-TV, Fri-
days) [In Review, Sept. 30]. Advice to
MGM-TV: swap titles of the two shows,
lend Asta to Dick and his lovely British
duchess, and you've solved the Thin Man's
problem for the season.
Production costs: Approximately $40,000.
Sponsored by Helene Curtis, through Gor-
don Best Inc., and Mogen David Wine,
through Edward H. Weiss & Co., on CBS-
TV, Saturdays, 8:30-9 p.m. EDT. Started
Sept. 28.
Producer and director: Sheldon Reynolds;
executive producer: Nicole Milinair;
writer (Sept. 28 play): Harry Kurnitz.
Cast: Patrick O'Neal and Hazel Court.
CRESCENDO
From the swirling, translucent shapes
that imaginatively introduced the show to
the last fade-out of Rex Harrison, "Cres-
cendo" should have been a joy — and some
of it was.
This first, highly-touted 90 minutes of the
Du Pont Show of the Month series was a
giant kaleidoscope of talent. Moulding it all
into cohesive entertainment was a task of
no mean proportions, and its tempo, style
and continuity showed the fine hand of pro-
ducer Paul Gregory.
Unfortunately, Mr. Gregory's story line
was not quite strong enough to hold all
the weight it was asked to bear. Basically,
Rex Harrison as a "just-off-the-boat" Eng-
lishman went around America in 90 minutes,
with America's music changing him from
a reluctant visitor to an enthusiastic fan.
At the end of the program, the show's skele-
ton was somewhat bare — but the padding
was often so delectable that it almost didn't
matter.
As is usually true when an enormous
amount of talent is amassed, some of it is
very good — and by comparison, some is
not. But there were magic moments —
Satchmo and Harrison singing together, the
wondrous, brassy enthusiasm of Carol
Channing, the complete joy of Stanley Hol-
laway and Julie Andrews. Too brief a snatch
of Goodman music served as a somewhat
poignant reminder of how good swing was.
The tremendous pace at which the show
moved was a saving grace, and here again
the credit must go to Mr. Gregory. Fine
choreography, stunning sets and costumes
were an added plus, shown off to their best
advantage by excellent handling of a large
group on the stage. Interesting camera work
added to the professional flavor.
"Crescendo" was overwhelming, interest-
continues on page 124
Page 16 • October 7, 1957
Broadcasting
Telecasting
.1
. .. 5 •
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LIVE 1 LIVE
CHILDREN'S SHOWS PUBLIC SERVICE SPECIAL EVENTS SPORTS
THE STATION WITH
NINE LIVES
In tune with Texas' taste —
closer to Houston's heart —
the right combination of
shows and showmanship.
P. 0. BOX 12, HOUSTON 1, TEXAS-ABC BASIC
HOUSTON CONSOLIDATED TELEVISION CO.
General Manager, Willard E. Walbridge
Commercial Manager, Bill Bennett
NATIONAL REPRESENTATIVES:
Geo. P. Hollingbery Co.
500 Fifth Avenue. New York 36, New York
t20
KTRK
THE CHRONICLE STATION, CHANNEL 13
Turn to page 26
Broadcasting • Telecasting
October 7, 1957 • Page 17
The
horse
who
wasn't
really
thirsty
One thing you can say for horses. The bright ones have a mind
of their own. This is why, as people are sometimes heard to
observe, you can lead a horse to water but you cannot make
him drink.
Individuality like this is not exclusively a trait of horse-sense.
It extends, for example, to prospective readers of radio-tele-
vision business publications. You can mail free copies to 'em
until your circulation statement is red in the face . . . but you
can't make them read unless they want to read. Therein lies
the moral of our message.
Just as horses drink only when they're thirsty, human beings
are willing to pay only for things they want. This is why, we
insist, the only accurate index of a radio-TV magazine's worth
is the PAID circulation it can muster . . . the number and
kind of subscribers willing to pay money for what it offers.
BROADCASTING-TELECASTING, by the way, has more
paid distribution than all other radio and television business
papers combined. Nearly 18,500 paid-for copies weekly, says
the verified count made by the Audit Bureau of Circulations
for the first half of 1957. And 5,053 of these go to the agency-
advertiser category. Again, more paid than anybody.
Significantly, B-T is the only radio-TV magazine that has the
courage to be a member of the ABC — and, thereby, can offer
the commonsense, widely respected audits of paid distribution
that only the ABC conducts and certifies. Odd, but it's true.
By the way, if you're advertising something you'd like the
radio-TV and agency-advertiser crowd to know about, don't
you think it's only good old-fashioned horse-sense to run it in
BROADCASTING-TELECASTING? Here you can be sure
that people get it because they want it . . . not because some
publication is padding its mailing list with free copies.
ROADCASTING
TELECASTING
1735 DeSales Street, N.W., Washington, D, C.
a member of the Audit Bureau of Circulations
CASE HISTORY — FURNITURE
4000 Radio Spots
Give Chain Best
Sales Year In History
IT WASN'T COINCIDENCE that fis-
cal 1956-57 was the biggest year in the
history of pioneer McMahan's Furni-
ture Company Los Angeles Division . . .
and the year of its greate'st reliance
on spot radio.
"We tried saturation for the first time
in 1955-56" recalls Howard E. Sum-
mers, promotion manager. "Results
were so good that in the ensuing year
we bought over U,000 one-minute spots.
Our reward: the best sales year on
record!"
RADIO NOW GETS THE BULK of
the ad budget of this furniture and
appliance chain— 40% of the radio
budget goes to KBIG.
"KBIG acts as a local medium for all
the stores" writes Paul Grannis, Presi-
dent, Columbia Pacific Advertising
Agency, Long Beach. "In addition, it
pulls more than its weight in Bales.
An example is our Blackstone Washers
campaign which quadrupled sales from
January to July. We're buying 1,500
McMahan's spots a year on KBIG
alone."
Huge, sprawling, rich Southern Cali-
fornia can be sold best by radio . . .
KBIG plus other stations if, like Mc-
Mahan's, you want 100% dominance;
KBIG alone, for greatest coverage at
lowest cost.
JOHN POOLE BROADCASTING CO.
6640 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-3105
Nat. Rep. WEED and Company
OUR RESPECTS
to Theodore Gerard Bergmann
npelevision is to Parkson Adv., New York, what the program is to a network or
J- station. That's how Parkson's board decided to elect from tv's celebrated ranks
one of the younger veterans to lead the agency on a new expansion program that
will carry billings into the $20 million category next year.
Ted Bergmann, former NBC page, tv salesman and network head, was still un-
packing while conducting business last week as the new president of Parkson,
located on Park Avenue.
Much of his career, he says, can be attributed to the dynamic rise of television.
To him, tv is a medium in which he has a firm faith, strengthened by his years of
association with it.
The 37-year-old agency president is no newcomer to the agency field. From
January 1956 until last Monday, Mr. Bergmann served McCann-Erickson in New
York as a vice president and associate director of radio and television [B»T,
Sept. 23]. With M-E, Mr. Bergmann was responsible for about 50% of the agency's
national tv program activities handled through the home and regional offices.
Part of Mr. Bergmann's credo can be traced to a bit of advice given him by
one of the VIPs of the radio industry who made a junket to Europe in the fall
of 1945. Mr. Bergmann then was conducting officer (with SHAEF) of the group.
One prominent industry leader counseled, "Young man, after the war, get into tele-
vision. That's where your future lies." He's never forgotten those prophetic words.
Theodore Gerard Bergmann was born Sept. 12, 1920, the son of Augustus H.
and Johanna R. Bergmann in Brooklyn. In 1927, the family moved to Great Neck
(Long Island) where young Ted attended the schools, graduating from high school
in 1936. He spent a year at Governor Dummer Academy at Byfield, Mass., the
oldest preparatory school in the country, and attended Amherst College.
He left college, spending a year as a cost accountant with American Home
Products. In 1941, he joined NBC as a page. He was hired by Gerry Martin, then
head of NBC's guest relations. Fourteen years later, Mr. Bergmann, as DuMont's
general manager, hired Mr. Martin as director of sales.
It was during World War II that Mr. Bergmann's aptitude for the electronics
art bore fruit. An enlisted man in the Infantry soon after Pearl Harbor, Mr. Berg-
mann was commissioned a shavetail and assigned in 1944 to the Third Army in
France. Reassignment placed the Infantry officer with Supreme Headquarters Allied
Expeditionary Force (SHAEF) as second in command of radio public relations on
Gen. Eisenhower's staff. Lt. Bergmann (later to become captain) was responsible for
writing, directing and airing War Department programs from Europe.
The young officer headed reporter teams, which, armed with wire recorders, in-
terviewed line tank and battery commanders; he described the first air drop made
in Germany by the First Airborne Army, a feat that won him a Bronze Star, and
he was the only person with a recorder at the German surrender at Rheims.
Back in the U. S. and Washington, Mr. Bergmann in late 1945 was second in
command of Army radio at the War Dept. Bureau of Public Relations.
Mustered out of service in 1946, Mr. Bergmann returned to NBC as program-
production director. In June 1947, he was on the sales staff at the DuMont Tele-
vision Network's WABD (TV) New York, transferred to network sales in 1948, be-
came director of sales in 1951, general manager of the network in 1953 and managing
director in January 1954 as well as director of Allen B- DuMont Labs' broadcast
division. Mr. Bergmann left DuMont in January 1956 to become a vice president
and associate director of radio and tv at McCann-Erickson.
Parkson Adv. is a young organization, an outgrowth of Edward Kletter Assoc.
set up about four years ago by Mr. Kletter with Pharmaceuticals Inc. (Serutan,
Geritol, Sominex, RDX and Zaramin), its first account. J. B. Williams' products
handled by Parkson: Williams shaving products, Skol sun tan lotion, Conti hair
shampoo and Kreml hair tonic. Parkson's entire growth is attributed to television,
with 80% of its anticipated $20 million billing next year to be in network tv.
Mr. Bergmann is the personable type salesman. Of medium height, Ted Bergmann
has jet black hair and eyebrows, a soft-spoken manner that nearly disguises a deep-
throated "announcer's voice." His family home (he wed Theresa Bull, also of Great
Neck, after he returned from the war) is in Manhassett. The Bergmanns have four
sons, Douglass, 10; Donald, 7; David, 6 and Jonathan Derek, 3 months.
Parkson's president is active in Manhassett cub scout affairs; likes tennis on a
weekend when possible. His list of industry-wide activities is long, including member
of the board of governors, Radio & Television Executives Society; former national
tv committee chairman, Heart Fund; tv-radio committee of Travelers Aid, and past
member of NARTB board.
Page 20 • October 7, 1957
Broadcasting • Telecasting
TIME BUYER
Max Neanderthal says
WK1MH
I've been buying time since before the invention
of fire, but I've never come across a better buy
than WKMH ! You could go through a whole cave
of statistics and still not beat WKMH's ratings in
Detroit! Whether you use PULSE* or my old stand-
by, PREHISTORIC BROADCAST SERVICE,** WKMH
towers above competition like Brontosaurus Rex
over a Chihuahua! So if you want a sizzling sales
eruption, buy WKMH — it's a real active volcano! "
* According to PULSE — greatest share of audience, 1 2 to 12
lowest cost per thousand, at ALL hours!
**PREHISTORIC BROADCAST SERVICE— WKMH Knffd brr rxxzyt frsScoyt!
WKMH
Dearborn-Detroit
Save up to 15%
BY USING 2 OR MORE KNORR STATIONS
Buy 4 or 5 Stations . . . SAVE T 5%
Buy Any 3 Stations . . . SAVE 1 0%
Buy Any 2 Stations . . . SAVE 5%
John Carroll, Managing Director
WKMF
Flint, Mich.
WKHM
Jackson, Mich.
Jackson B'cast.
& Telev. Corp.
WSAM
Saginaw, Mich.
WELL
Battle Creek, Mich.
Southern Mich.
Broadcasters
KNORR
BROADCASTING CORP.
FRED A. KNORR, Pres.
Represented by Headley-Reed
OPEN MIKE
Would you like to be the life of the Plans Board ?
Do you sit idly by, sobbing into your hankie, while some-
one else hogs the stage ?
There's a cure, friend . . .
At the recent Sportsman's Show, key KTTV personnel
interviewed the crowds day after day, getting impor-
tant answers to questions about Southern Californians
and their television viewing habits.
For the first time, this information is available to you
. . . packed with vital facts that mean business to you.
"How many people enter contests ?"
"What time do people go to bed in Southern California?"
"How many people write letters to television stations?"
"Where do people find out about the television programs
they watch?"
Fill out the coupon below and the booklet is yours by
return mail.
1
Research Department
5746 Sunset Blvd., Hollywood, Calif.
Send me 30,000 Answers About Los Angeles Television.
Name
Address
City State "
I ?_J
Page 22 • October 7, 1957
Too Much Meeting Conflict
editor:
B»T could perform a great service if it
would set up some central clearing house of
meeting dates. Maybe this has been tried
unsuccessfully before, but it seems to me if
it were widely publicized, every broadcaster's
organization would welcome it.
I know that there can be no czar to dic-
tate meeting dates, but it seems that some-
body could do something that would be an
improvement over the present chaos.
Edward A. Wheeler
President
WEAW-AM-FM Evanston, III.
[EDITOR'S NOTE — B»T has grappled editorially
with the problem for many years, effecting
sharp reductions and consolidations of meetings.
We welcome suggestions.]
The Clock Wasn't Stopped
editor:
Re "is it really 4:04" in Sept. 30 B«T,
Ft. Wayne has again seceded from In-
diana AND WILL REMAIN ON CENTRAL DAY-
LIGHT Time the year round.
Calo O. Mahlock
Program Manager
WKJG-AM-TV Ft. Wayne, Ind.
[EDITOR'S NOTE — In B«T story on the time
switches at this time of year, it was indicated
that all Indiana reverted to Central Standard
Time Sept. 29.]
Was Not Consultant There
editor:
Your description of the Teleglobe Pay-Tv
System in B*T Sept. 23 contains a sentence:
"Currently, Mr. Sagall is consultant on
commercial tv to the governments of Peru
and Israel." At no time was I consultant
on commercial tv to either of the govern-
ments mentioned.
Solomon Sagall
Teleglobe Pay-Tv System Inc.
New York City
[EDITOR'S NOTE— B»T, which based its report
on information furnished by Mr. SagaU's public
relations counsel, is happy to set the record
straight.]
Help to an Advertiser
editor:
Please forward to this department two
copies of your latest telestatus section.
This information, outlining data on the ever-
changing tv picture of today, has proven a
valuable aid to us.
George J. Caddo
Advertising Department
Colgate-Palmolive Co.
New York
[EDITOR'S NOTE — B*T's trimonthly report on
the status of all tv stations plus program show-
sheets of the three major tv networks is carried
in the first issue of each quarter. The current
Telestatus starts on page 125 of this issue.]
Coy Memorial Fund Grows
editor:
The family of Wayne Coy and all at
Franklin College are deeply grateful for
the response of so many of his friends which
will make possible the Wayne Coy Memorial
Scholarship Fund. This is one of the finest
possible tributes to his selfless public service.
... It begins to look as if the amount
continues on page 26
Broadcasting • Telecasting
FIRST GRAND SLAM
IN RADIO HISTORY!
NEW YORK
SAN FRANCISCO
LOS ANSI LIS
IJ^eyslone
BROADCASTING SYSTEM, wc.
October 1, 1957
/// WEST WASHINGTON STREET
CHICAGO 2, ILL. • SUte 2-8300
TO ALL KEYSTONE AFFILIATES:
This is indeed a proud time in the history of Keystone
Broadcasting System.
I It is a time when we want to make special mention of our warm
] feelings of thanks and appreciation to every one of our
I THOUSAND affiliates.
We think that nowhere in advertising is there a finer or more
encouraging example of complete cooperation between a network
and its affiliates. As a matter of fact our network is held
! together — not by electronic or mechanical means but precisely
1 through cooperation.
Thanks too, to every one of our affiliates for their "beyond
the call of duty" efforts to strengthen the effectiveness of
, our advertisers' campaigns through tireless and continuous
PLUS MERCHANDISING assistance. We sincerely believe that no
H other advertising medium can match the quality and consistency
j of the merchandising assistance provided by our affiliates.
1 We look forward to continuing growth and happiness through
s our association with our affiliates. Believe me. It is a
j pleasure to be in business with you.
Sincerely,
CHICAGO
111 W. Washington
Sta 7-8900
NEW YORK
527 Madison Ave,
ELdofado 5-3720
EOS ANGELES
3142 Wilshiie Blvd.
Dunkirk 3-2910
Keystone Broadcasting
System Adds Its
Thousandth Affiliate!
Hometown and Rural
America was never so big —
never so celebrated — never so
completely covered by any
advertising medium!
Imagine it! For the first time
in radio broadcasting
history A GRAND SLAM!
ONE THOUSAND
radio stations affiliated with
KEYSTONE in the soundest
most flexible network
available to advertising.
The wonderful thing about
the K.BS network is that you
can buy it as you please — 100
stations in "special problem
areas" or lOOO stations
reaching all of rich, ready
and able-to-buy Hometown
and Rural America.
We have a hatful of case
histories of signally
successful advertising
campaigns credited to our
network. They involve
advertisers whose products
are household habits
across the nation.
We'd love to tell you our
story! Write for our new
station list and
market information.
'A : mm
SAN FRANCISCO
57 Post St.
Slitter 1-7440
l^eystone
BROADCASTING SYSTEM, m
Broadcasting
Telecasting
October 7, 1957 • Page 23
ins 1 1
launches 3
m
On Monday, October 7, The Jim Reeves
The Jim Reeves Show (1-2 pm) is live, currently
popular music It stars top singer Jim (Four Walls)
Reeves, and boasts the Anita Kerr Singers, Dolores Wat-
son, Buddy Hall and Owen Bradley's orchestra.
The Jim Backus Show (2-3 pm) is live music built
around the afternoon antics of the many-voiced Jim
Backus. It features songstress Betty Ann Grove, baritone
Jack Haskell, The Honeydreamers, Elliot Lawrence's
orchestra and announcer Del Sharbutt.
ig shows on 1
Show, The Jim Backus Show
and The Merv Griffin Show
go live on American Radio's
all-new, all-live musical line-up.
The big day is October 7.
The big three are Jim Reeves, Jim
Backus and Merv Griffin.
And the big sound is live music, served
up with showmanship and salesmanship
and aimed right at the American house-
wife — the on-the-go woman who prefers
music over anything else in her radio diet.
Here are three solid hours of solid fun,
all featuring top live personalities, live
singers and live orchestras. Here are The
Jim Reeves Show, The Jim Backus Show
and The Merv Griffin Show. Watch for
them, starting Monday, October 7.
The Merv Griffin Show (7:15-7:55 pm) is a live ses-
sion of music and song, headlining popular singer-
actor Merv Griffin, and featuring vocalist Darla Hood,
The Spellbinders, Jerry Bresler's orchestra and vet-
eran announcer Doug Browning.
the ]\MB one is
■0-- .
tERICAN
Br^D CASTING
NETWORK
LIVE
PROGRAMMING
Live programming . . .
half again as much as
the other two stations
combined makes Houston
feel closer to us . . .
because we come closer
to giving them more of
everything they want.
They can reach out and
touch us . . . and they
like it.
turn to
Page 50
9=
CHANNEL 13 HOUSTON
OPEN MIKE CONTINUED
would justify permanent investment so that
the income may honor Wayne Coy in per-
petuity. This would be a most gratifying
result.
Harold W. Franklin
President
Franklin College
Franklin, lnd.
[EDITOR'S NOTE — Mr. Coy, broadcaster and
former FCC chairman, died Sept. 24 (B«T, Sept.
30).]
$675,000 Was Missing
editor:
In the story [B»T, Sept. 23] of a revision
in our employes retirement program, a zero
has been left out showing our announce-
ment as stating that an initial fund of
$75,000 is created by the revised plan,
rather than $750,000 which is the correct
approximate figure.
To lose 90% of our invested reserve . . .
is something to which I call attention. You
see virtually all of our employes are readers
of B»T too, and they were concerned about
their profit-sharing fund in which 63 em-
ployes are currently qualified.
John Pan
President
WJR Detroit
The Billion Is for All Radio
EDITOR :
Your fine writeup of the RTES luncheon
debate [B»T, Sept. 30] . . . quoted me as
predicting a billion dollar network radio
volume. In fact, I was speaking of the
entire radio industry when referring to this
ambitious, but in my opinion, attainable
figure. Naturally, we at ABN believe in
shooting for high goals. Perhaps our enor-
mous enthusiasm contributed toward this
minor error in otherwise excellent report-
ing.
Stephen B. Labunski
V.P. in Chg. of Programming
American Broadcasting Network
New York
Enters an Objection
editor:
We regret exceedingly your published
misstatement that we are a house agency
[B«>T, Sept. 30]. [It's] most unfair to our
clients, our people and our agency.
Don P. Nathanson
President
North Adv. Inc.
Chicago, III.
[EDITOR'S NOTE— The remark was made by
George Abrams, head of the ANA's Radio &
Tv Service Committee, in a tape-recorded in-
terview.]
Bouquet from Four Roses
editor:
. . . You ... do an excellent job of cover-
ing your field.
Emil A. Pavone
Four Roses Distillers Co.,
New York
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
BROADCASTING*
TELECASTING
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MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood),
Fred Fitzgerald
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SPECIAL PROJECTS EDITOR: David Glickman
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STAFF WRITERS: Ruth L. Kagen, Frank P. Model,
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Business
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Barbara Kolar
HOLLYWOOD
6253 Hollywood Blvd., Zone 28, HOIIywood 3-3148
SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: Bill Merritt, Virginia
Bialas
Page 26
October 7, 1957
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
SUBSCRIPTION INFORMATION
Annual subscription for 52 weekly issue: $7.00. Annual
subscription including BROADCASTING Yearbook (53d
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BROADCASTING* Magazine was founded in 1931 by
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CASTING*— The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
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*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Broadcasting • Telecasting
And tlj? last Bljall b?
"FIRST IN THE HEART OF ILLINOIS"
January 12,1958
I i J Li
-3 Lent, your cowfolqkv iwwfor complete
J coverage qp
prosperous Jeorlarea major market
FOie INFORMATION and TIME RESERVATIONS
ROBERT AA. RILEY. JR..
DJieELCTORL OF SALES
o R
Peters , Griffin, Woodwa/zo, Exclusive NsV/. Representatives
1 m.
Broadcasting • Telecasting
October 7, 1957 • Page 27
You're always 'on top' with
JHr mm Sim . .
Channel 11
LITTLE ROCK
KTHV has the highest antenna in the Central
South — 1756' above average terrain! And that's
only one of eight reasons why we do such a big
job in Arkansas.
The other seven:
1 . Over 240,000 TV Homes
2. CBS Affiliation
3. Channel 11
4. 316,000 Watts
5. Center-oj-State Location
6. Superb New Studios
7. Know-How Management
Ask your Branham man for the DETAILS on all
these eight big KTHV facts !
316,000 Watts Channel
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
11
AFFILIATED WITH KTHS, LITTLE ROCK, ARKANSAS DEMOCRAT, LITTLE ROCK, AND KWKH, SHREVEPORT
Page 30 • October 7, 1957
Broadcasting • Telecasting
BROADCASTING
TELECASTING
Vol. 53, No. 15
OCTOBER 7, 1957
BARROW REPORT URGES TOUGH CURBS
• Says network option time, must-buys, spot sales must go
• Wants FCC to regulate networks, cut back station holdings
• Sees antitrust violations in network-station rate-making
The special FCC Network Study Staff
last week delivered a massive indictment
against alleged concentrations of economic
power in television and urged adoption of
new and tougher government controls over
tv networks and tv station ownership.
The staff, which has spent two years and
$221,000 investigating tv networking, is-
sued a 1,485-page report. Its recommenda-
tions, if adopted, would:
• Place networks under direct regulation
by the FCC.
• Outlaw option time.
• Outlaw must-buy station lineups.
• Prevent networks from acting as na-
tional spot representatives for stations other
than those they own.
• Impose controls over rate-making to
prevent networks from influencing a sta-
tion in setting its spot rate or from per-
suading a station to clear network programs
on the promise of improving its network
rate.
• Tighten multiple ownership rules to
forbid any licensee from owning more than
three vhfs in the top 25 markets (although
retaining the present maximum ownership
of five vhfs and two uhfs) and to attach
more importance to local identity and di-
versity of ownership in awarding station
grants.
• Require all station sales to be con-
ducted for cash so that applicants other than
the proposed buyer could offer comparable
bids and be admitted to a comparative
hearing. (Repeal of the MacFarland Amend-
ment to the Communications Act, which
now prevents outside bidders from interven-
ing in station transfers, would be a neces-
sary preliminary.)
• Require networks to make public all
affiliation agreements and proposals for
affiliation or disaffiliation.
• Make public all compensation pro-
visions in all affiliation contracts.
• Give the FCC power to levy fines
against stations for infractions of its rules.
• Require networks to place programs on
non-affiliates, if desired by the sponsors
and if affiliates fail to clear.
• Make networks place programs on sta-
tions in markets served by affiliates in other
markets,, if sponsors want exposure in the
overshadowed markets.
Broadcasting • Telecasting
The staff report — which has been nick-
named the "Barrow report" after the study
director, Roscoe L. Barrow, dean of the
U. of Cincinnati Law School — also charged
there was evidence of antitrust law viola-
tions in some network practices.
Option time arrangements between net-
works and their affiliates, the report said,
bear a strong resemblance to the "block-
booking" practices outlawed in the movie
industry in the Paramount case. In that case
a consent decree led to the severance of
movie production and exhibition.
An antitrust analysis of option time, the
report said, "indicates at least a strong pos-
sibility that it would be found to be a per se
violation of Sec. 1 of the Sherman Act."
The study staff also said it had found
evidence of antitrust violations in network
rate-making practices — urging that the evi-
dence be given to the Justice Dept.
The report pointed out that the FCC's
Chain Broadcasting Rules prohibit a station
from entering any agreement with a network
that hindered the station from fixing or
changing its non-network rates.
"All networks have engaged in practices
which are contrary to the broad purpose of
this rule," the report said.
"In the case of CBS and ABC," the report
alleged, "evidence exists that the networks
have used their power to fix network rates
in order to influence the level of the sta-
tions' national spot rates in a manner which
raises a question with respect to violations
of the Chain Broadcasting Rules, and pos-
sibly also of the antitrust laws.
"In addition. NBC and CBS have ad-
IF TAXPAYERS can count value in weights and measures, they got their money's
worth in the $221,000 Barrow report. The statistics: 1,327 pages of text (roughly
400,000 -words) in two volumes, 15 chapters, 158 pages of appendix, 7V4 pounds,
four inches thick. The sheer bulk of the duplicating project kept 20 FCC mimeo-
graph operators busy -for 581 man hours, most in the last 10 days.
October 7, 1957 • Page 31
BARROW REPORT continued
justed the level of national spot rates of
their owned and operated stations in order
to influence the national spot rates of their
affiliates."
The report said that rate-making among
the networks seemed also to have antitrust
implications. The Network Study Staff
found no evidence of collusion between
CBS and NBC in rate setting but discovered
that ABC, "which competes with CBS and
NBC by setting lower rates for its affiliated
stations," had sometimes consulted with the
other networks before setting rates for its
own affiliates.
"The other networks have cooperated in
providing the desired information," the re-
port said. "This practice among the three
networks is not compatible with the Com-
mission's objective of preserving free compe-
tition and may have antitrust implications."
The staff report also moved into the
realm of programming — to the extent of
urging that the FCC look more closely at
program performance when considering
license applications and renewals.
"It is only through a consideration of
service or programming structure that the
public interest concept can be given mean-
ingful content," the report said.
The staff recommended that the FCC
weed out licensees with questionable pro-
gramming records and replace them with
"more substantial licensees." (See sum-
mary of chapter 3 below.)
The report examined programming only
in respect to the Commission's considera-
tion of that subject in granting station per-
mits. Although the staff amassed much in-
formation about network and film pro-
gramming, it was unable to complete its
work in that field. The staff has recom-
mended that its programming explorations
be completed.
Some of the Barrow report proposals
would require legislation; others could be
put into effect by the FCC on its own.
The report was submitted to the FCC's
Network Study Committee composed of
Chairman John C. Doerfer and Cmrs. Rosel
H. Hyde and Robert T. Bartley. This com-
mittee will study the staff's recommenda-
tions, adopt, modify or reject them, and
pass its own recommendations to the FCC
as a whole.
It will then be up to the Commission to
decide whether it wishes to act. If it de-
cides to invoke any of the proposals, it
must begin rule-making proceedings, which
will involve public hearings.
Here, in greater detail, are the main pro-
posals of the Barrow report as listed briefly
above:
• Regulation of networks: The report
urged the FCC to ask Congress for au-
thority to "apply the pertinent parts of its
rules and regulations directly to networks."
Before making the request of Congress, the
Dept. of Justice should be asked for its
views, the report said.
Pending the passage of such legislation,
the FCC ought to beef up its own chain
broadcasting rules which apply to all sta-
tions, including those owned by networks,
to conform with general recommendations
of the Network Study Staff.
Page 32 • October 7, 1957
• Prohibition of option time: The FCC
ought to rule out option time but should
not ration or otherwise limit the amount of
programming that a station may accept
from any source. "The language of the Com-
mission rule should be phrased so as to pre-
clude similar or more restrictive arrange-
ments which might appear if option time
is abolished."
• Prohibition of must-buys: The FCC
ought to rule out must-buy requirements
based on minimum station lineups (like
those in use at CBS and NBC). The ABC
version of a minimum network purchase in
terms of dollars would be permissable.
• Elimination of networks from spot
representation: The FCC ought to prohibit
networks from representing stations other
than their own. "A reasonable period of
time, such as two years, should be allowed
for the stations to transfer their representa-
tion to a non-network organization."
• Imposition of controls over rate-mak-
ing: New rules should be adopted or pre-
sent rules expanded to prevent networks
from influencing the non-network rates of
BARROW PROPOSALS
IN FULL TEXT
SEE PAGE 100
affiliates or using network rate-setting to in-
fluence program clearances. Evidence of
both practices has been discovered by the
staff, and it should be submitted to the FCC
for action under present rules.
• Tightening of multiple ownership rules:
"In the long run," said the report, "the
Commission should seek through its regula-
tion a pattern of ownership which ap-
proaches as closely as circumstances permit
the objective of limiting station ownership
to one station for each licensee."
Meanwhile, the staff recommended the
adoption of a rule "which establishes pre-
sumptions that a local applicant will serve
the community interest better than an ab-
sentee licensee and that an applicant who
owns no other station will be in a better
position to service the local community
than an applicant who is already licensed
to serve one or more other communities.
The FCC ought also to rule that the pres-
ent limit of five vhf and two uhf stations
per licensee be retained but that no more
than three vhfs may be owned in the top
25 markets. The staff suggests three years as
the time in which multiple owners now hav-
ing more than three vhfs in the top 25 mar-
kets would have to sell off their extras.
Networks, it is suggested, should find it
more difficult than other multiple owners
to expand to their full limits. If networks,
having been forced to dispose of all station
holdings but three in the top markets,
should seek to re-fill their station portfolios
through acquisitions in small markets, the
staff report suggests a hard road.
"The presumption against a network
multiple owner or local ownership and di-
versity grounds should, in a comparative
hearing context, be overriding unless it can
be demonstrated that acqusition of the sta-
tion or stations is essential to the financial
welfare of the network and that financing
from conventional capital sources is not
available.
• Requirement that affiliation contracts be
made public: The FCC should rule that net-
works must file reports of all affiliation
changes and the reasons for them, reports
of all requests for affiliation and the disposi-
tion of them, including reasons, and state-
ments of criteria governing affiliations and
disaffiliations. The FCC itself should make
public the affiliation contracts, including
compensation information, which licensees
are now required to file.
"The possibility of arbitrary, discrimi-
natory or restrictive action in such areas as
affiliation, disaffiliation, rates and compen-
sation can be substantially reduced if ade-
quate publicity is given to network actions,"
the report said. "In this way, these industry
practices will tend to be self-regulating, and
bargaining power may be kept within rea-
sonable bounds without further Commission
action."
• Giving FCC the power to levy fines: At
present the only sanction that the FCC can
apply against a licensee is the removal of his
license, an extreme penalty. The Network
Study Staff suggested that the FCC ask Con-
gress to empower it to assess fines for
violations of its rules.
"Since the magnitude and importance of
the rule infractions are likely to vary from
case to case," the report said, "the Commis-
sion should be permitted some latitude, with-
in prescribed limits, in relating the amount
of each forfeiture to the nature of the
infraction and the particular circumstances
involved."
• Extending network service: The FCC
should "seek comments" on the proposal that
networks be required to provide affiliated
stations in markets not ordered by an adver-
tiser a chance to carry the program with
commercials deleted, "upon reasonable pay-
ment by the stations to the network and
the advertiser."
The staff also recommended a rule re-
quiring networks to place programs where
the advertiser chooses when affiliates fail to
clear.
Here is a chapter-by-chapter summary of
the report:
chapter l Introduction
It is the impact of network practices on
competition that is stressed as the goal of
the network study. This point of view is in-
Broadcasting • Telecasting
VARIATIONS ON FAMILIAR THEMES
The report issued last week by the
FCC Network Study Staff had many
points in common with those in reports
issued earlier this year by Kenneth Cox,
special counsel of the Senate Commerce
Committee [B»T, July 1], and by the
House Antitrust Subcommittee, headed by
Rep. Emanuel Celler (D-N.Y.) [B»T,
June 10].
On two subjects, option time and must-
buys, the FCC staff report, prepared
under the direction of Roscoe L. Barrow,
dean of the U. of Cincinnati Law School,
was especially compatible with the views
expressed by Richard A. Moore, presi-
dent of KTTV (TV) Los Angeles, in
testimony before the Senate Commerce
Committee a year and a half ago [B«T,
April 2, 1956].
Here are summaries of what the re-
ports and Mr. Moore said:
OPTION TIME
Moore testimony: Option time re-
stricts the tv licensee from exercising its
own judgment. Restricts advertisers from
using tv on a freely competitive basis.
Restricts creative talent from presenting
its products on tv. Restricts unaffiliated
stations from presenting the finest possi-
ble programming. (The same criticisms
also were applied to must-buy policies
by Mr. Moore.) Operates in much the
same manner and serves the same pur-
pose as did the practices of block book-
ing and blind selling in the motion pic-
ture industry which were held illegal in
the Paramount case. No adequate jus-
tifications of economic necessity for op-
tion time and must-buys, and both are
illegal under the Sherman Act. Should
be prohibited by FCC because both prac-
tices are in restraint of trade.
Cox report: Option time enables
networks to exert tight control over pro-
gramming to the competitive disadvan-
tage of other program services and the
detriment of local public service pro-
gramming. Has made film syndication
a risky business by monopolizing prime
evening time. "Only if something is done
to limit or adjust the option, so as to
open up part of the prime viewing periods
to non-network programming, can the lo-
cal and regional advertiser be given free
and competitive access to the vital tele-
vision medium."
Celler report: Option time places na-
tional spot and local advertisers at a com-
petitive disadvantage. Has effect of "dis-
criminating in favor of networks and net-
work advertisers as against affiliated sta-
tions and non-network advertisers." Re-
stricts the public's choice of programs.
Asked FCC to consider option time
changes and warned it will maintain "a
I
continuing interest" because of antitrust
aspects.
Barrow report: Option time is prob-
ably a per se violation of the antitrust
laws. The FCC should rule it out.
MUST-BUYS
Moore testimony: Serve the same
purpose as master agreements in the
movie industry declared illegal in the
Griffith theatre case of 1948. Limit the
opportunity of the independent film pro-
ducer to sell to advertisers who do not
have complete national distribution. Op-
tion time and must-buys give networks
"virtually complete control" over what is
broadcast by affiliates during prime eve-
ning hours. Mr. Moore asked that FCC
regulations be amended to prohibit time
options and must-buys and that a station
be prohibited from accepting more than
75% of its programming from any one
source.
Cox report: Must-buys bar local and
regional advertisers from network tele-
vision, with few exceptions. Some steps
"must be taken by the FCC to open up
the best viewing periods to non-network
programs and advertisers to allow the
national advertiser freer choice of sta-
doubt as to its legality." The must-buy
has given networks a strong bargaining
power over affiliates. The FCC should
prohibit must-buys and instead sanction
a minimum dollar purchase.
MULTIPLE STATION OWNERSHIP
Moore testimony: Did not emphasize
this subject.
Celler report: Has hampered compe-
tition, and network ownership of stations
may lead to undue concentration of con-
trol. This would create a conflict of in-
terest on the part of the network as be-
tween its affiliates and its owned stations.
Cox report: Networks should be per-
mitted to own "some stations, but serious
consideration should be given to the possi-
bility that they have exceeded their
legitimate needs in this regard."
Barrow report: Urged FCC curbs now
and long-range objective of one station
to a licensee. Recommended immediate
rule restricting licensee to no more than
three vhfs in top 25 markets.
AFFILIATION AGREEMENTS
Cox report: Suggested networks be re-
quired to "specify the objective criteria
MR. MOORE
REP. CELLER
MR. COX
DEAN BARROW
tions and to give the independent sta-
tions a better chance to sell time . . .
[applies to both option time and must-
buy]." Some minimum network require-
ment is reasonable but it should be based
on dollars not stations. Evidence of anti-
trust violations in both practices.
Celler report: No need for must-buys
since most advertisers order in excess of
basic required stations. Advertiser should
not be forced to buy a station it does not
want to use. FCC should consider a rule
permitting gross minimum time charges
instead of must-buys, with the figure low
enough to allow the advertiser flexibility
in picking stations. (Also same objec-
tions as listed under option time.)
Barrow report: An antitrust analysis
of the must-buy practice "creates serious
which they employ in fixing station rates"
and that length of affiliation contracts
be extended from three to five years.
Also suggested that all affiliation contracts
be made public.
Celler report: Found "widespread, ar-
bitrary and substantial differences in the
terms accorded by each network to its
individual affiliates," especially in sta-
tion compensation. These differences fa-
vor large, multiple-station licensees, with
the small, independently-owned station
suffering. The FCC should consider mak-
ing network affiliation contracts public.
Barow report: Recommended all net-
work-station agreements, and proposals
for agreements, be made public — includ-
ing information on compensation to sta-
tions.
Broadcasting
Telecasting
October 7, 1957
Page 33
BARROW REPORT continued
tensively repeated throughout the first
chapter.
From this benchmark, the study surveyed
such areas as the opportunity for competi-
tion between networks and non-network
organizations; the affiliation relationship be-
tween networks and stations; multiple owner-
ship; network operations other than network
broadcasting (station representation, film
syndication, program ownership, etc.); inter-
city line rates, and direct regulation of net-
works by the FCC.
Because the information on programming
is still to be submitted, a supplemental re-
port on this subject will be made at the
earliest opportunity. Early this summer, four
film producers balked at furnishing to the
staff what they considered confidential finan-
cial information. The FCC issued subpoenas
and, after litigation, the FCC's right to de-
mand the data was upheld by the federal
district court in New York. An order has
not yet been issued, however, and when it
is, some time must elapse before the re-
quested information is submitted. The pro-
gram report will be submitted later.
Recommended for further study — because
there was not enough time to do a proper
job — were such subjects as: (1) joint owner-
ship of radio and television networks and of
radio and tv stations; (2) network owner-
ship and related interests; (3) talent con-
tracts; (4) alleged tie-ins between the sale
of a network-owned program and network
prime time; (5) the status of radio today, and
(6) the allocations problem.
The study offered no recommendations
regarding such alternative methods of feed-
ing network-type programs to' stations as
(a) news association syndication whereby
all stations may buy programs; (b) toll tv,
and (c) federal subsidy for uhf development.
The study, according to the introductory
chapter, is not entirely critical of networks.
Networks are given credit for pioneering
tv, for technical developments in transmit-
ting and receiving equipment, and for public
service and sustaining programming.
The report resulted from a "study" tech-
nique, it is explained. This was choosen in
lieu of public hearings where, it was felt,
the information desired would be secured
laboriously. And, it was emphasized, much
information would be withheld since the
hearings would be public.
The study technique comprised four ele-
ments, it explained. First, all available in-
formation at the FCC was scanned and
studied. Then conferences were held with all
segments of the industry — networks, sta-
tions (both affiliated and independent), pro-
gram producers, film syndicators, station
representatives, advertisers, advertising agen-
cies, AT&T representatives. Staffers also
visited selected groups of stations and mar-
kets. Finally, detailed data was secured via
a series of intricate questionnaires to all
elements of the broadcasting industry.
Financial and competitive information was
secured on a confidential basis, it was pointed
out, only aggregates were used. However,
it was noted, where specific identifiable in-
formation was necessary to make a point,
this was done.
The report makes recommendations in
Page 34 • October 7, 1957
three distinct fields, it was pointed out. Some
of these are for changes in FCC rules — re-
quiring the usual administrative procedures.
Others are suggestions for legislation, to be
submitted to Congress. And, finally, evi-
dence of antitrust violations are urged to be
submitted to the Dept. of Justice.
The final pages of the introduction deal
with the organization of the report.
chapter 2 The Television Industry: Devel-
opment and Operations
"In brief, the shortage of station facilities
has militated against the full development
of a nationwide, competitive television
system."
That short sentence in the middle of
Chapter 2 comes closest to putting the fin-
ger on the basic problem.
The entire chapter is devoted to a general-
ized outline of the history of television and
the practices that are followed today.
Television has "one major structural
LEGISLATORS have long awaited the Barrow
report, and received top priority when it
broke last Thursday. Joe Sitrick (here enter-
ing the Senate wing of the Capitol), legis-
lative assistant to FCC Chairman Doerfer,
and two assistants hand delivered more than
100 copies to Hill offices at noon Thursday.
The recipients: members and staff of the
Senate and House Interstate Commerce
committees dealing with independent agen-
Subcommittee, the Senate Small Business
(Morse) Subcommittee, the House Com-
mittee on Legislative Oversight (Moulder),
the Senate and House Appropriations Sub-
committees dealing with independent agen-
cies, the Senate and House majority and
minority leaders, and other congressmen
who had made special requests to receive it.
weakness," the report stated. It is limited
in its potential for station growth. This is
due to the fact, the report declared, that
tv began in the vhf portion of the radio spec-
trum, where only 12 channels were available
and where only 500 commercial stations can
be assigned. Uhf, it is noted, failed to
develop as expected "for a variety of
reasons." Of the 475 tv stations in operation
in mid-1957, it is pointed out, 389 are
vhf. This means, the report stated:
"The relative shortage of facilities has
important repercussions for the development
of the industry and for regulatory policy.
It has tended to limit inter-network compe-
tition, the opportunities for the development
of non-network program suppliers, the de-
velopment of local programming, and the
opportunities for growth of local community
outlets."
The review of television's early develop-
ment is of historical interest. The report re-
ferred to the 1940 FCC hearings on tv
standards; the establishment of the National
Television System Committee; the 1941 ap-
proval of commercial operation; the World
War II freeze on stations; the institution of
the Radio Technical Planning Board in
1943; the 1945 report allocating 13 chan-
nels in the vhf band on a shared basis and
the assignment for tv experimentation of
the uhf band.
Also the 1945 hearings on rules and
standards for commercial tv; the 1946-47
color proceedings; the 1947-48 proceedings
which resulted in the deletion of ch. 1; the
engineering conference of 1948 and the
subsequent freeze on tv application proc-
essing; the establishment of the Joint Tech-
nical Advisory Committee in 1948; strato-
vision and polycasting; the ad hoc commit-
tee; the Condon committee on color tv po-
tential; compatible and incompatible color
tv.
And the adoption of the CBS sequential
color system in 1950; the faint beginning
of color telecasts by CBS in 1951; the Octo-
ber 1951 order of the Director of Defense
Mobilization to CBS to cease color set pro-
duction due to the Korean War; the "Third
Notice" of March 1951; the "Sixth Report
and Order" of April 1952, and the adop-
tion of compatible color standards in 1953.
Station "profitability" increased sharply
between 1950 and 1952, the report noted,
and networking also became profitable by
1952. This mainly was due, it was explained,
because of the freeze which left the 108
operating stations in a protected position.
In fact, it was pointed out that 40 of the
108 stations were the only stations in their
communities.
With the resumption of tv processing in
1952, the sharpest growth took place be-
tween 1952 and 1954, with total stations
moving from 108 to 380. From 1954 to
mid-1957, the report mentioned, only 95
more stations were added to those in opera-
tion. This slow down in growth rate re-
sulted from, the report alleged, (1) uhf diffi-
culties, (2) lack of additional vhf facilities
in large markets, and (3) delays in conclud-
ing comparative hearings.
Nevertheless, the report noted, the num-
Broadcasttng • Telecasting
The Barrow Report
an editorial
SOME time will elapse before the full impact of the FCC
staff Network Study Report is absorbed by all of the enti-
ties in television — and all are affected. It is a tough report,
recommending for scrutiny by the FCC, Congress and even
the Dept. of Justice, practically all of the network practices,
real or imagined, that have figured in speculation over many
months.
The ponderous report — two years in the making — can be
expected to bring volcanic eruptions from the old-line net-
works and many of the multiple owners. If implemented as
written, which is highly unlikely, it will affect the operations
of all stations and expose publicly the contractual relations
of networks and stations, invading an area always regarded
as beyond the regulatory domain. It would permit imposition
of fines, and would make extremely difficult, if not almost
impossible, the buying and selling of station properties.
On the other hand, many stations, their representatives,
non-network program syndicators, and all independent tv
stations can be expected to applaud parts of the report. Even
the networks might admit that it is not as extreme as they
had expected, based on the kind of field investigations the
Barrow staff had conducted.
Actually, the study staff has not completed its work. There
are no conclusions on programming and talent, a critical
part of the overall study. Time ran out on the staff, which
actually completed its field work last June 30 when its ap-
propriation terminated. Since then the courts have sustained
its right to obtain information from program syndicators,
and this phase presumably will be completed by the new Office
of Network Study established in the FCC's Broadcast Bureau.
It should be remembered that the staff report (see pages 100
through 106 for full text of its recommendations and conclu-
sions) is preliminary. It was prepared for the FCC's Network
Committee of three commissioners. Definitive action is un-
likely for many months, since rule-making hearings would
be entailed in the normal procedure, and these would come
only after the Network Committee and then the FCC itself
will have acted.
But that does not mean the report will vegetate until the
FCC acts. Copies, by request, have been supplied the com-
mittees of Congress dealing with communications legislation.
The recommendation that networks be licensed, for example,
is one that will be embraced by Sen. Bricker (R-Ohio) who
has introduced bills to that end at the last two sessions. Rep.
Celler (D-N. Y.) can be expected to pick up the Barrow
ball to implement his pet projects.
There have been no significant actions involving the net-
work-affiliate relationships since 1941 and those chain-
monopoly regulations were written in the heyday of radio and
before television became a factor. Because of the tumult
on Capitol Hill, a study had to be made.
The Barrow report, involving an expenditure of $221,000,
is the result. It is an ex-parte report. Because of the mandate
under which the study group functioned, it could not possibly
have come in with a clean bill. We think many of its recom-
mendations are extreme and that some veer dangerously
close to public utility controls. Ignored in the recommenda-
tions but woven into the narrative are comments that en-
visage program controls and a return to the "Blue Book"
philosophy of back-door censorship. Other sections of the
report are similarly loaded with time bombs.
The sober, restrained, legal approach is deceiving. It is
perhaps best appraised as a firm and not wholly unexpected
first step. It cannot be taken lightly.
bers of tv sets and homes have doubled
from 1952 to 1956; the percent of tv satu-
ration has almost doubled; broadcast reve-
nues have almost tripled, and broadcast in-
come (after federal income tax) has tripled.
Network advertising, the document re-
ported, accounts for 45% of time sales
and half of total tv advertising expenditures
for time and programs. There were around
350 network advertisers in 1956, the re-
port said, with the top 50 network adver-
tisers purchasing almost 75% of network
gross time billings in 1956. TvB reported
4,400 advertisers bought national spot in
1956, the report stated. The top 50 nation-
al spot advertisers bought over 45% of the
gross time billings in this category, the re-
port noted. Thus, it added, since some ad-
vertisers are in the top 50 in both groups,
fewer than 100 advertisers order the major
share of network and national spot adver-
tising.
The report referred to the Celler Com-
mittee report which held that 15 leading
agencies accounted in 1950 for close to
50% of all tv advertising billings.
This is what the staff found to be the
principal functions of a network: the sale
of time or facilities of affiliated stations to
a network advertiser; the production or
supply of a comprehensive program serv-
ice to stations, including both commercial
and sustaining programs; providing the
means of interconnecting affiliates via
AT&T facilities.
Networking, the report observed, was
the "catalyst" which brought about wide
public acceptance of the new tv medium.
The staff referred to seven networks —
ABC, CBS, NBC; the defunct DuMont
Television Network; National Telefilm
Assoc. (NTA); Sports Network and Program
Service Inc. NTA is a film network; Sports
Network provides regional sports coverage,
and Program Service Inc. is an organization
started by Sylvester L. (Pat) Weaver Jr. and
designed to deliver live programming to
independent stations.
The report described the networks' sta-
tion ownership, basic or primary affiliation
list, secondary or optional affiliations, gen-
eral details of affiliation contracts and fa-
cilities contracts (with advertisers). The
three national networks, it was stated, have
over $40 million invested in tangible broad-
cast properties, with total assets as of Dec.
31, 1955, of about $160 million. Both CBS
and NBC have been "highly profitable" in
recent years, the staff reported, while ABC
within the past two years has broken even
or made a slight profit.
A similar description of tv stations is
also included in this section of the report.
Contained here was the finding that the
average tv station programs for 109 hours
a week, or 5,600 hours annually. The entire
output of theatrical film from Hollywood,
the staff found, would fill less than one-tenth
of the average station's time. It was also
noted that the stations rely on outside
sources (networks, film syndicators, etc.) for
more than four-fifths of the hours of pro-
gramming they place on the air. Limiting lo-
cal programming efforts by a station is the
costliness of tv programming, the report
observed.
At the middle of 1957, there were 475
commercial stations operating, the staff
stated. Station construction ranged from
$250,000 to over $1 million in large mar-
kets. An "essential" requirement for profita-
ble operation is a network affiliation, the
staff emphasized. Most profitable have been
the 100 pre-freeze stations in large cities
and established before 1952.
"Under normal circumstances such high
profit would attract substantial new entry
. . . [but this is] effectively limited by the
insufficiency of the 12 vhf channels and the
difficulties experienced in uhf operation."
The report also delineated the operation
and place of independent package producers,
film syndicators (syndication film is a
"staple" of tv, the staff noted), theatrical film,
station representatives (responsible for all
spot business which a station receives, ex-
cept that from its own immediate area
brought in by local salesmen), the primacy
of "adjacencies" and what is meant by par-
ticipations. The report stated there were over
30 station representative firms, handling
from one to 39 stations. CBS and NBC also
handle station representation for their owned
stations and for some of their affiliates.
In concluding this section, the staff noted
that there were fewer than two dozen affili-
ated stations not interconnected; that AT&T
has more than $200 million invested in pro-
gram transmission facilities and that in 1956
the three national networks paid about $36
million for this tv service.
chapter 3 Performance in the Public In-
terest
Echoes of the FCC's ill-fated 1946 Blue
Book attitude on programming are heard
in the third chapter of the network study —
with the bold recommendation that the
Broadcasting • Telecasting
October 7, 1957 • Page 35
BARROW REPORT continued
Commission tighten its license renewal re-
quirements to "invite" more applications
from newcomers for existing facilities.
"The question might therefore be posed,"
this section observed, "as to whether more
rigorous renewal and transfer procedures,
providing for comparative hearings, would
not maintain a viable process of continuing
licensee selection by 'weeding out' mar-
ginal performers and replacing them with
more substantial licensees."
Newcomers now are discouraged from
bidding against existing licensees because
in the few cases where it has been tried the
Commission has favored the existing broad-
caster, the report read. However, in order
to upgrade programming — which the Com-
mission has every right to consider, accord-
ing to this chapter — the suggestion was made
that the FCC set more rigorous program-
ming requirements, thus enlarging the num-
ber of questionable licensees — and inviting
more applications for these facilities from
others.
To prevent multiple owners from taking
advantage of this situation, greater influence
should be placed on the diversification of
ownership issue, it was suggested.
Since the vhf spectrum "for all practical
purposes" is now foreclosed to newcom-
ers (except through "the transfer route"),
this would be one way of getting newcom-
ers into tv, the report implied.
There is no doubt expressed that the
Commission not only has the right to delve
into programming, but also the duty.
The Commission has, the report noted,
disavowed any intention to censor pro-
gramming, but has never made any bones
about its right to look into overall program-
ming. But, the report observed, specific
Commission actions and statements indicate
that "intervention into the programming
area has been more extensive in scope."
Not only has the Commission given
weight in comparative cases to certain for-
mats of programming, or types of program-
ming, but it has specifically objected to spe-
BACKGROUND TO BARROW REPORT
The FCC's network study — the first since
the 1938 chain broadcasting inquiry — was
instituted largely through powerful members
of Congress, particularly in the Senate. Lead-
ing members of the Senate Interstate and
Foreign Commerce Committee gave the
FCC virtual orders to do a thorough report
on network operations and practices. This
mandate followed a 1954 inquiry into the
uhf-vhf problem, headed by Sen. Charles
E. Potter (R-Mich.). The Potter investiga-
tion was followed by special reports written
by Harry M. Plotkin, former FCC assistant
general counsel, and by Robert F. Jones,
former FCC commissioner and former Ohio
congressman. Both had been named as spe-
cial counsel to the Senate committee for
this purpose.
Mr. Plotkin called for a general overhaul
of network-station relations. He recom-
mended the abolition of option time, ex-
clusive affiliations and network spot sales
organizations. He urged a study of AT&T
line charges, multiple ownership limitations
and the common ownership of radio and
tv networks. Mr. Plotkin was selected in
1954 as Democratic counsel by former
Sen. Edwin C. Johnson (D-Colo.), then
ranking committee Democrat.
Mr. Jones called for a further study of
the entire tv question. He questioned
whether the networks maintained a standard
affiliation policy. He claimed his inquiry
was frustrated by lack of financial informa-
tion from the networks. Mr. Jones was
named by Sen. John Bricker (R-Ohio), when
he was chairman of the Senate committee.
Both Sens. Magnuson and Bricker sup-
ported the reports. Sen. Bricker is the author
of a bill (S-376) that would require the FCC
to license networks. At the present time the
FCC's jurisdiction extends only to .station
licensees, but indirectly, because the net-
works own stations, FCC regulation does
have impact on networks.
Sen. Bricker in April 1956 issued a re-
port on what he termed two-network domi-
nation of television in which he used
hitherto confidential financial data. Its main
premise was the purported exorbitant re-
turns CBS and NBC have garnered from
invested capital. Sen. Bricker also has sug-
gested that station ownership by one person
or company be limited to coverage of not
more than 25% of the U. S. population.
The last network investigation was under-
taken by the FCC in 1938. It culminated
in the 1943 Chain Broadcasting Rules. The
right of the Commission to issue these reg-
ulations was upheld by the Supreme Court.
For a number of years prior to 1955, the
FCC asked for funds to conduct a network
study. These requests never got past the
Budget Bureau. In June of 1955, however,
with the help of the Senate leaders, $80,000
was appropriated for the 1956 fiscal year to
initiate such a study. The FCC had asked
for $100,000. For fiscal 1957, Congress
appropriated an additional $141,000 for this
purpose. There was no such appropriation
in the 1958 budget. The study was scheduled
to be terminated last June 30 when the
fiscal year 1957 ended. By FCC action,
however, the study staff was continued to
today, normal agency funds being diverted
to this purpose.
In the fall of 1955, a four-man committee
of commissioners was appointed by George
C. McConnaughey, then chairman, con-
sisting of himself and Comrs. John C.
Doerfer, Rosel H. Hyde and Robert T.
Bartley. In September 1955, Dean Roscoe
L. Barrow of the law school of the U. of
Cincinnati was named director of the study
staff (for biographies of staff see page 104).
In November 1955 the FCC committee
issued its Order No. 1 (see page 99).
Beginning early in 1956, the staff swung
into action. Its first moves were orientation
meetings with networks in New York. Meet-
ings were also held with other components
of the broadcast industry — Station Repre-
sentatives Assn., American Assn. of Adver-
tising Agencies, Television Bureau of Ad-
vertising, the uhf -front Committee on Com-
petitive Tv, AT&T, program producers, net-
work affiliates' groups and non-network,
independent station groups. The staff also
reported plans to confer with viewing groups
such as National Assn. of Parents & Teach-
ers, American Assn. of University Women,
League of Women Voters, National Audi-
ence Board and National Assn. for Better
Radio and Tv.
In the spring of 1956, the staff began
sending out questionnaires. The first, in
May, went to networks. It was a 12-part
interrogation, asking dollars and cents an-
swers to a series of inquiries ranging from
networks' compensation to affiliates to pay-
ments to networks from advertisers. A sim-
ilar Questionnaire went to affiliates that June.
Other questionnaires were sent to adver-
tising agencies, station representatives and
program packagers. Four film producers
balked at submitting what they considered
confidential financial information and agreed
only after the Commission issued subpoenas
and a court ruled that the subpoenas were
legal. This litigation took place only this
spring and summer.
One of the highlights of the staff's meet-
ings came in March 1956 when Richard A.
Moore, KTTV (TV) Los Angeles general
manager, submitted a significant legal brief
charging that the networks' option time
practices violate the antitrust laws. The
same charges had been made at a Senate
Commerce Committee investigation of the
whole television broadcasting industry. Mr.
Moore also charged that stations' exclusiv-
ity provisions in film contracts is in re-
straint of trade.
Late in 1956 and early in 1957, the Com-
mission had before it several proposals to
revise the multiple ownership rules and pos-
sibly to abolish them. These limit the own-
ership of radio and tv stations to not more
than seven by any one person or company.
In tv, the limitation further provides that
no more than five of the seven may be uhfs.
Dean Barrow in January of this year sub-
mitted an interim report on this subject
which urged that the Commission withhold
making a decision until the full staff report
had been submitted. In this document, Dean
Barrow traced recent trends in station ac-
quisitions, including those by large interests
and plans reported by major film producers
to acquire station ownership. He stressed
that unless limitations are maintained — or
even tightened — there would arise problems
of undue concentration.
Page 36 • October 7, 1957
Broadcasting
Telecasting
in the entire area!
First we were first in metropolitan Richmond. Then we were first
in ARB's 35-county Grade B area survey. And now ARB has con-
ducted a survey covering every single county in the 100-mv. area
of all 3 TV stations serving Richmond, Petersburg and Central
Virginia. Here are the results of that survey.
Out of a weekly total of 490 quarter hours
when 2 or more stations were on the air:
^^^^^^ ^^^^^^^
WXEX-TV was first in -4^9%
Out of 130 quarter hours from 7:30 P.M. to signoff:
Tom Tlnsley, President NBC BASIC— CHANNEL 8 Irvin G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York; Forjoe & Co. In Chicago, Los Angeles,
San Francisco, Seattle; Clarke Brown in Atlanta, New Orleans, Miami, Dallas
Broadcasting • Telecasting
October 7, 1957 • Page 37
WBRE-TV Means
MARKET COMMUNICATION
to the people of 19 Counties in N.E. Pennsylvania
Keeping pace with Wilkes-Barre's, Scranton's, Hazleton's and Williamsport's outward
spread as new residential areas are developed, is the distinctly American Institution of
the Shopping Center. And right in the center of the Centers is the food market . . .
where the people of nineteen Pennsylvania Counties go to buy. To reach these people,
WBRE-TV is the station that consistently reaches them with the best programming.
WBRE-TV's population coverage is close to 2,000,000 and the latest set count was
350,000. One food market advertiser with a twice-a-week quiz show on WBRE-TV
averages 4,000 postal cards weekly, and has been on the station since January 1, 1953.
AN JgW BASIC BUY : National Representative : The Headley-Reed Co.
Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA
SCHULYK1LL NORTHUMBERLAND MONROE PIKE WAYNE
WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION
LEHIGH SNYDER MONTOUR CARBON CLINTON
Man has created many ingenious forms of com-
munication . . . none of course as wondrous as
Television. Just for its educational value, we suggest
you looking up the details of the "Clepsydra," de-
signed by Aeneas Tacitus in 336 B. C. If this is too
much trouble, write and we will send you a short
story on it. . . . Communication knowledge is a part
of WBRE-TV's services.
38 • October 7, 1957
Broadcasting • Telecasting
BARROW REPORT continued
cific programs (fortune telling, horse racing,
questionable medical advice, attacks on per-
sons, officials or religious bodies).
The report pinned this down in these
words:
"The three major policy themes followed
by the Commission in implementing the
public interest standard— competition, di-
versification of ownership and control, and
licensee responsibility — are all linked to pro-
gramming as the ultimate criterion . . .
". . . administering the Communications
Act in accord with the public interest
standard necessarily involves the Commis-
sion with the programming standard. It is
only through a consideration of service or
programming structure that the public in-
terest concept can be given meaningful
content."'
The entire tone of Chapter 3 carries a
strong implication that the Commission has
been remiss in not being more rigorous in
its implementation of some of the criteria
which, in recent years, have been under
strong attack.
Primary approach, the report stressed, is
the public interest. Allied with this is the
free and open competitive basis for broad-
casting, it was emphasized. The section pri-
marily is a "law journal" article, citing
Commission and court decisions, on such
elements as the economics of broadcasting,
the duopoly rule, deintermixture, monopoly,
newspaper combination practices, antitrust
laws and rules, multiple ownership, and
other fundamental laws and regulations.
Diversity Emphasized
It is when the report reached the diversi-
fication issue that a strong attitude was as-
certained.
"The seemingly vigorous support given
the diversification policy by the Commis-
sion in many of its official statements has
been seriously eroded by a long series of
qualifying decisions," the section stated.
This policy should be "accorded a high
order of priority on the relative scale of
comparative factors," the report said. Be-
cause, it continued, as the diversification
factor is minimized, so are such other fac-
tors as local ownership "which it frequently
tends to reinforce."
The importance of local ownership, the
staff noted, has been diminished recently by
the significance accorded broadcast experi-
ence. The report also noted the subject of
licensee responsibility, and coupled this
with the option time provisions of network
affiliation contracts. It referred to the 1950
Don Lee case in which the west coast net-
work was charged with violating certain
chain broadcast provisions. This case ended
with the FCC renewing Don Lee stations'
licenses only because revocation was con-
sidered too radical a punishment.
Throughout this portion of the report a
strong feeling can be discerned for the
merits of comparative hearings where the
Commission can delve into factors beyond
the "minimum" standards of legal, technical
and financial qualifications. It is apparent
that the staff was impressed with the powers
of the Commission — if it wanted to exercise
them.
It was also obvious that the staff was
much taken by early, formative decisions
upholding the Commission's right to regu-
late (Chain Broadcasting Rules, multiple
ownership, economic considerations, edi-
torializing, etc.), but felt that more recent
decisions (St. Louis, Boston, Indianapolis
tv cases for example) were qualifying these
principles.
chapter 4 Measurement of Network Con-
centration and Control
Network ownership of stations, though
confined to major markets, does not provide
serious concentration of control of the na-
tional tv market, according to the chapter
devoted to this subject. The spot representa-
tion of a limited number of stations by
NBC and CBS is not taken too seriously and
"termination of representation by a national
spot agency is a matter of substantially less
consequence" than loss of network affiliation
since there are plenty of other "spot agen-
cies."
The three tv networks were found to con-
trol 28.9% of total national spot time sales
as station owners and sales agents for other
stations and 69.9% of total network and
national spot sales (1955 data, before com-
missions).
These networks controlled 20.2% of the
total network-national spot market through
station ownership, 46.6% through affiliation
agreements and 3.1% through spot repre-
THE Network Study Committee of the FCC
comprises three commissioners: Chairman
John C. Doerfer, Rosel H. Hyde and Robert
T. Bartley. They were named to this post
by former Chairman George C. McCon-
naughey two years ago. Mr. McConnaughey
included himsely on what was then a four-
man unit and after his retirement from the
FCC, the Commission decided to maintain
the group as a three-man committee.
sentation of independently owned stations,
or a total of 69.9%. The report said, "It can
be concluded that networks do not have a
high concentration of market control with re-
spect to national spot time sales." While
networks control only 19.5% of the network
time sales market through station ownership,
the report said their control of network
time sales of affiliates is substantial.
Control of 62.1% of the national tv time
sales market by CBS and NBC (including
network sales of affiliates and national spot
sales of represented stations), or 70% by
the three networks, was said to be "a high
degree of concentration by any standard."
Control over tangible telecasting assets na-
tionally "is very low," it was stated, amount-
ing to 27.7% of total industry tangible prop-
erty or $87.3 million.
Conceding that access to a significant
share of the audience is essential to success-
ful network operations, the report said the
network access through station ownership
can't be called "excessively high." Each net-
work was found to have access to 20-25%
of the national audience through station
ownership but it is compelled to compete
for audience attention with other network-
owned as well as independently-owned sta-
tions.
As to program control, the report cited
Senate Commerce Committee data showing
ABC producing 13.2% of its programs, CBS
22.7% of sponsored hours and another
27.1% in collaboration with non-network
program sources, and NBC 28.4% plus
18.5% from non-network sources in which
NBC had a financial interest (total tv net-
work program time for this data).
Investigation of network control of sta-
tion time was summed up this way: "In all
markets combined in which at least one of
the three networks has a primary affiliate,
over 100 markets in all, the three networks
account for over three-fourths of the total
evening time subject to option and for near-
ly one-third of all the remaining prime
evening hours falling between 6 and 1 Ijp.m.
Moreover, the network's share of the total
tv audience in these markets is probably
even greater than their percentage time oc-
cupancy."
In terms of total telecasting revenues or
expenses, it was stated, the three networks
together with o&o stations accounted for
about 50% of the telecasting industry in
1955. The networks accounted for 22.5%
of total profits (before federal income taxes),
or 45.3% when o&o stations are included.
This was spread as follows (including o&o):
NBC, 21.4% of total tv revenues, 21.7% of
expenses and 20.1% of profits; CBS, 20.6%,
20% and 23.2%, respectively; ABC, 7.2%,
8.1% and 3.7%.
Paths to Power
The basic sources of high network con-
centration were listed as the shortage of tv
stations, and the market environment and
commercial incentives supporting network-
station affiliation. Affiliation, it was said,
brings stations a comprehensive daily pro-
gram service, substantial pay for carrying
programs and associated commercial mes-
sages plus incentives attracting non-network
advertising. "The station selling two an-
nouncements in the half-minute interval
between network programs may receive as
much in net revenues therefrom as it ob-
tains from the network for the previous half-
hour," according to the report.
Besides, it was added, affiliation cuts down
station operating expenses. Data showed all
but four of the 30 affiliated stations in mar-
kets of four or more vhf outlets were prof-
itable in 1955, with only five of 16 non-
affiliates reporting a profit. In smaller mar-
kets network affiliation "may be the key to
survival," it was explained, with NBC and
CBS having special plans to aid affiliates in
these markets.
The chapter dealt at length with the dif-
ficulty a new network would have entering
this market because of technological and
economic problems. The spectrum limits on
CONTINUED ON PAGE 92
Broadcasting • Telecasting
October 7, 1957 • Page 39
ADVERTISERS S AGENCIES
BAKERY ADDS RADIO-TV TO RECIPE
• Broadcast media are ingredients in Sara Lee expansion
• They command 70% of bakery's $1.4 million ad budget
Radio and television have been getting
a steadily bigger piece of the cake at The
Kitchens of Sara Lee in the half-dozen
years that span the rise of the firm's bakery
products from a modest beginning to their
present national distribution. One big rea-
son is the company's belief that the broad-
casting media are ideal for stirring the
audience's appetite for Sara Lee's higher-
than-average-grade baked goods.
In the process of gaining national dis-
tribution, the Chicago company has relied
heavily on broadcast media to expand from
an initial $15,000 investment to a multi-
million business in 1957.
• Item: Sales zoomed from $400,000 in
1951 to $10 million in 1956 and are ex-
pected to hit at least $12 million by the end
of 1957, according to Sara Lee executives.
• Item: The company currently is spend-
ing about $1.4 million on all advertising
this year, with radio-tv commanding about
70% of that budget, and its budget may
be boosted still further in the weeks ahead.
• Item: Sara Lee negotiated its first
network property, with sponsorship of
Arthur Godfrey Time on 201 CBS Radio
stations, five quarter-hours monthly, which
started Sept. 20 — the result of having gained
national distribution.
• Item: The bakery also has bought the
Tex & Jinx Show on five NBC owned sta-
tions as a co-op feature. The contract calls
for sponsorship Monday-Friday for two
weeks starting Oct. 21 and Monday-Wed-
nesday-Friday for six weeks beginning Nov.
4.
Client and agency (Cunningham &
Walsh) principals doubt the bakery firm
could have achieved such a phenomenal
sales rise and company growth within six
years without use of broadcast media.
Radio and tv are acknowledged by the
company as invaluable in collective ability
to project taste appeal to carefully pin-
pointed audiences for new products in new
markets at low cost-per-thousand sales.
The Kitchens of Sara Lee has been a
diligent user of radio-tv participation-
personality-type programs, special events
and sports shows in its hop-skip-jump pat-
tern from market to market. Its formula
for utilizing broadcast media, according to
Ivan Hill, executive vice president of Cun-
ningham & Walsh Inc. (Chicago division),
has been:
"Short periods of high spot concentra-
tion on radio and tv, varying from three to
six weeks. . . . Telecasts of special, sports
and society events, plus family type shows
like bowling, which afford a high degree
of identification with Sara Lee's fine, pre-
mium, high-priced products."
The firm has bought considerable radio-
tv time since it started advertising in Chi-
cago in 1951. It used broadcast advertising,
Mr. Hill says, because one-minute spot ex-
posures provided a "quick and thorough
penetration" and gave the company an op-
portunity to project effectively the "appe-
Page 40 • October 7, 1957
tite appeal" of its products (All Butter
coffee cake, All Butter pound cake, cream
cheese cake and chocolate cake, all now
available for mass distribution through
supermarkets).
Charles W. Lubin, president of Kitchens
of Sara Lee, explains:
"Word of mouth is our most effective
advertising — and, in a way, we look at radio
and television as an extension of word of
mouth. We like the way it can project per-
sonal enthusiasm for our products to con-
sumers."
Kenneth M. Harris, Sara Lee advertising
manager, emphasizes that radio and tv
"have been a very important part of our
advertising and sales success — before our
period of heavy expansion to the present."
He adds:
"Outstanding cooperation from local
radio personalities in giving their personal
endorsement to Sara Lee products has been
an important plus contributing to the suc-
cess of our saturation announcement cam-
paigns, because we know that the best way
for a personality to become enthusiastic
about the fine quality of Sara Lee products
is to test them. Arrangements were made
to deliver each of our cakes to the more
than 100 radio personalities on whose pro-
SARA LEE STRATEGISTS: (I to r) Charles
W. Lubin, president of Kitchens of Sara
Lee; John P. Cunningham, president of
Cunningham & Walsh, and Ivan Hill, exec-
utive vice president in charge of agency's
Chicago division, which handles Sara Lee
account.
grams our commercials were scheduled.
The results of this sampling were excellent
and in market after market we received
reports that the various personalities did
extensive ad lib commercials praising the
quality of the products they had eaten.
"In earlier campaigns where spot tv par-
ticipations were a part of our schedule, the
cooperation of the local tv personalities
was equally fine."
Considerably strengthened by the fresh
money and facilities of the new parent
Consolidated Foods Corp. (leading national
food processor-distributor), which acquired
it in August 1956, Sara Lee is moving
quickly to expand production, broaden dis-
tribution and meet public demand for its
products. (It is operated now as an inde-
pendent subsidiary by its former manage-
ment. Consolidated's estimated annual vol-
ume: $300 million.)
Sara Lee carries radio and/ or tv partici-
pation programs and spots in 42 states in
60 principal markets. Its coverage extends
from the East Coast (Boston, New York,
Washington, Baltimore, Philadelphia and
Florida) back to Atlanta, Detroit, Chicago
and Indianapolis and through such states
as Minnesota, Texas, Iowa, Kansas, Colo-
rado and California — everywhere but the
Pacific Northwest. With the addition of
Arthur Godfrey, it now covers the 48 states.
The number of markets with radio-tv
varies periodically with the product or
products to be pushed, but the approximate
spot formula remains the same: saturation
drives running generally three to six weeks
in broadcast media.
Among Sara Lee's more recent acquisi-
tions was a bowling show on WOR-TV New
York, one of a series of strategically-placed
sports programs. (It went into bowling
originally last Sept. 5 on WBBM-TV Chi-
cago and was so gratified it renewed the
13 -week series.)
Bowling and Sara Lee now have gone
their separate ways, at least momentarily,
but the kegler sport proved its worth while
the shows lasted. They ran 14 weeks on
WOR-TV and 26 weeks on WBBM-TV but,
with the plethora of such shows, were dis-
continued on the premise that the viewer's
appetite had been satiated. Retailers' sales
reports were uniformly good, it was re-
ported.
Sara Lee's temporary enchantment with
bowling might seem contradictory, consid-
ering that sport's identification with beer
advertisers [B»T, April 8], and Sara Lee's
own emphasis on a quality approach and
identification with notable community and
cultural events. (Among its sponsorships: an
annual telecast of the Opera Ball, kicking
off the Chicago Lyric Theatre's season.)
Says Mr. Lubin, however: bowling now
has attained a "new cultural acceptance"
and is recognized as a major sports vehicle
for the entire family in which both men
and women participate.
Sara Lee's bowling commercials on
WBBM-TV's Tv Bowling Classic were han-
dled by Lee Phillip, Chicago broadcast
personality, and tailored to create "appe-
tite appeal, particularly among women,
who form the largest part of television's
bowling audience," according to Sara Lee.
Always a staunch user of personality
shows, Sara Lee executives find it difficult
to believe that any personality who handles
its commercials could be anything but
"genuinely enthusiastic" about the "mouth-
watering quality" of its products, and say
this enthusiasm is bound to be communi-
cated to televiewers. The basis of this faith
is Sara Lee's stress on use of "quality in-
gredients."
As for the economy aspects, Sara Lee
found Tv Bowling Classic an effective ve-
hicle because it was (1) low-priced live en-
tertainment, with acceptability and ratings,
Broadcasting • . Telecasting
Radio Chicago
wjj
NOW
in the Aug. -Sept., 1957,
HOOPER RADIO AUDIENCE INDEX
* for the period from NOON to 6 P.M. Monday
through Friday. WJJD is THIRD from 7 A.M.
to NOON Monday through Friday and gaining
faster all the time!
This successful radio programming is also being
used by Radio Baltimore WCAO, Radio Boston
WCOP and Radio Memphis WMPS with the
same magnetic audience attraction in those
markets. No gimmicks, no giveaways, no promo-
tions, just solid programming for solid listeners
who really listen!
Keep your eye on these other Plough, Inc. Stations:
Radio Baltimore I Radio Boston I Radio Memphis
WCAO WCOP WMPS
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES," INC.
NEW YORK CHICAGO LOS ANGELES BOSTON ATLANTA SAN FRANCISCO SEATTLE
Broadcasting
Telecasting
October 7, 1957 • Page 41
ADVERTISERS & AGENCIES CONTINUED
and (2) sports is a good background for
appetite appeal. On that basis, it launched
the WOR-TV series.
The Kitchens of Sara Lee Inc. claims it
was the first company to bake "quality"
cakes for mass distribution through gro-
ceries and supermarkets. Before it unveiled
its cream cheese and All Butter coffee cakes
in 1951, it points out, price and size were
considerations dictated by the grocery cake
business rather than "highest possible qual-
ity." Sara Lee claims it started the trend
toward making baked products which use
"only the finest ingredients."
Over 80% of the ingredients used in its
cakes are dairy products, according to Sara
Lee. It claims to use more 93 score butter
and pure cream cheese than any bakery or
food manufacturer in the country (the firm
uses more than two million pounds of but-
ter each year), along with "farm-fresh eggs"
and "rich fresh milk." (Sample: nearly a
quarter of a pound of butter is used in each
coffee cake and nearly a third of a pound
of Kraft cream cheese in each cheese cake.)
Powdered eggs and dry milk — or synthetic
flavoring or artificial coloring — never are
used in any product, the company claims.
Through such innovations, Sara Lee main-
tains, the product is made attractive enough
to persuade the consumer to pay 79 cents
when the average price of grocery store
coffee cake ranges from 29 to 49 cents.
The Kitchens of Sara Lee was the dream-
child of Charles Lubin early in 1951 (he is
still president of the Consolidated subsidi-
ary), with little more than a knowledge of
baking, limited capital ($15,000) and the
determination "to bake a cake no woman
could duplicate for the same price and to
make it available to her close to home."
Mr. Lubin (who named the company after
his 15-year-old daughter) still personally
supervises all operations involving 150
bakers, plant expansion and 24-hour de-
livery service of a fleet of 44 trucks over
some 75 Chicago routes.
Volume rose from $400,000 in 1951 to
PRESIDENT Charles W. Lubin and "that
man" compare sales talks concerning the
Sept. 20 entry of the baking firm into
network time. Sara Lee has scheduled five
quarter-hours a month on CBS Radio's
Arthur Godfrey Show in varying time
periods, marking the firm's first use of
network time.
Page 42 • October 7, 1957
$1 million in 1952, over $3 million in 1953
and $5 million in 1955 — largely because of
radio-tv saturation campaigns and judicious
use of supporting print media.
Mr. Lubin allocated $25,000 for all media
in. 1951 and approximately $840,000 in
1956, while broadcast media's share rose
from 45% to 60% (both calendar years).
Radio-tv annual going outlays (now about
70%) may be increased with projection into
1958 since Sara Lee recently altered its
fiscal year to conform with Consolidated's
July 1-June 30 structure. In short, fiscal
1958 (July 1-June 30 next) may show
heavier expenditures (than $1.4 million)
and greater radio-tv share (than 70%) over
calendar 1957.
As the home territory, Chicago was the
center of Sara Lee's modest initial activity.
The company sponsored Creative Cookery
and Garfield Goose on tv in 1951 and
gradually expanded into other markets for
its coffee cake and cream cheese cake, in-
cluding Springfield (111.)", Dallas, Fort Worth
and Houston (Texas) and other cities. It
bought personalities on established shows
and short-term radio-tv announcements, and
ran a test tv drive in select eastern markets.
With about 75% of all major markets cov-
ered, Sara Lee in September 1955 invaded
New York and parts of New Jersey, along
with other cities, in an introductory spot
campaign that gained consumer acceptance.
(It already had blanketed Boston, Buffalo,
Rochester, Atlanta, Memphis, Louisville,
Nashville, Detroit and a few other cities and
bought chainbreaks in 10 major markets
around Walt Disney's Mickey Mouse Club
on ABC-TV outlets. It also was ready to un-
veil its frozen cakes and had completed
national distribution for three products.)
In New York it bought a limited number
of spots for its coffee, cheese and butter
pound cakes. In February 1956 Sara Lee
followed through with the "strongest con-
centrated advertising campaign in the history
of frozen foods." The occasion: introduction
of its new Sara Lee chocolate cake in its
first frozen food market. It bought some 500
radio-tv announcements embracing New
York and suburbs and northern New Jersey
during that month. It also mailed brochures
of its spot and newspaper ad schedule to
more than 20,000 food stores and super-
markets.
The new campaign was described by Sara
Lee executives as "doubtless one of the
largest and most concentrated consumer pro-
motions ever staged by any frozen food
manufacturer." Mr. Hill noted that Sara
Lee, at that time, spent about three times
as much on advertising in Chicago as any
other bakery.
As a consequence of the New York suc-
cess, Sara Lee moved into Philadelphia,
Baltimore and Washington in April 1956
with a similar saturation push consisting of
50 radio and 50 tv announcements for four
weeks in each market, with commercials
pointing up all four Sara Lee fresh-frozen
products. It repeated multi-product drives
in other cities last year.
Later Sara Lee introduced its complete
line with campaigns in Miami and Los
Angeles, giving the company distribution in
all but the northwest part of the country.
It later bought the bowling shows on
WBBM-TV and WOR-TV and participa-
tions on WGN Chicago radio.
Consolidated acquired Sara Lee last
August, because of the latter's "growth
potential," in a deal involving the issuance
of some 1 60,000 shares of common Consoli-
dated stock, according to S. M. Kennedy,
Consolidated president. Mr. Lubin was re-
tained as president and new board member.
Hard-pressed to keep pace with public de-
mand for the company's products, Mr.
Lubin notes, Sara Lee acknowledged that
the opportunity for expansion was a "major
consideration" in the agreement. Consoli-
dated is one of the most diversified com-
panies in the food field.
Revlon Plans Entry
In New Product Fields
Revlon plans to make a name for itself
in other fields of endeavor, principally in
household products and proprietary drugs,
it was indicated last week. It was learned
that the world's largest cosmetics house
(estimated sales for the first six months of
1957, $47 million; advertising budget, $16
million) shortly will begin testing a new
liquid detergent named Fine & Handy and
intends crashing the grocery stores with a
new room deodorizer.
At the same time, Revlon will come out
with proprietary drugs such as the yet-to-be-
tested Thin Down pill and an acne prepara-
tion called Clearaway. It also will expand
its line of hair sprays. As the smoke cleared
last week following Revlon's rupture with
BBDO [B«T, Sept. 23], the pattern of new
agency assignments emerged as follows:
• Warwick & Legler: in addition to the
BBDO-inherited (and already introduced)
Futurama lipsticks and nail enamels and
Touch 'n Glow eye makeups, rouges and
manicuring aids, W & L will handle the
new Fine & Handy liquid detergent, Revlon
gift sets (for Christmas) and a hair spray
now tagged only as "No. 3." In addition
to the two $64,000 quiz programs — W & L
will place all "tune-in ads" for the two CBS-
TV shows. Total Revlon billing as of next
Jan. 1 : $6 million.
• C. J. La Roche: This agency will be
responsible for the introduction and subse-
quent advertising for Clearaway, the acne
preparation plus a new face cream called
Seven Wonders, and will be responsible for
a new make-up line. On Jan. 1, La Roche
will assume BBDO's duties for Satin Set.
Currently in the shop: Love Pat, Clean 'n
Clear make-up remover, Moon Drops face
cream, Liquid Asset face cream, Intimate
colognes and Aerosol sprays, the "treatment
line" (Second Nature, Build Up, White
Sable) and Fire and Ice fragrances. Total
Revlon billing at present: $5 million.
• Dowd, Redfield & Johnstone: Its in-
heritance from BBDO will be a new eye
drop product now being tested and named
Eye Fresh. Also newly-assigned (direct from
Revlon) : Sponge Cake, a new cake make-
up; Thin Down, a reducing pill, and an-
other hair spray, internally known as "No.
Broadcasting • Telecasting
KRON is TV in Sf
Broadcasting • Telecasting
October 7, 1957 • Page 43
ADVERTISERS & AGENCIES continued
4." It currently services Silicare hand and
body lotions, Baby Silicare lotions and pow-
der, and Sun Bath, an oil. Present Revlon
share: $3.5 million.
• Emil Mogul Co.: New at Mogul will
be the as-yet-to-be-named room deodorizer,
a new line of medicated women's hair dress-
ing and a deodorant for men. Now in test
markets and about to be introduced na-
tionally: Top Brass men's hair dressing and
Clear-O-Dan shampoos. These two products
could boost Mogul's share of Revlon (now
$2.5 million) by another $2 million. Other
Mogul-assigned Revlon products: Silken
Net hair spray, the Aquamarine line, and
Hi & Dri deodorant stick.
• Noyes & Sproul: Revlon's agency for
medical (ethical) advertising almost certain-
ly will gain in billing as the new proprietary
products are introduced to the public, the
reason being that the biggest impetus be-
hind drug sales comes from doctors reached
through medical trade journals.
ANA MEET TO HEAR
STUDY ON AGENCIES
• Advertisers to get Frey report
• Its subject: agency services, pay
Television will share the spotlight with
other media, along with marketing and man-
agement problems, at this month's 48th an-
nual meeting of the Assn. of National Ad-
vertisers, the official program revealed last
week.
But the potential highlight of the session,
to be held Oct. 28-30 at Atlantic City's
Chalfonte-Haddon Hall, is the long-awaited
report by Prof. Albert W. Frey of Dartmouth
College on his year-long study for ANA:
"Modern Advertising Agency Services and
Compensation Methods."
This study, in which Prof. Frey has been
assisted by Prof. Kenneth Davis, was com-
missioned by ANA a year ago amid a grow-
ing controversy involving many leading ad-
vertisers and agencies over the 15% com-
mission system. Instructed to make his
study "impartial," Prof. Frey repeatedly has
made clear that he is "seeking only the
facts" and that he expects his report to be
"a guide for better productiveness of the
advertising dollar" and for more efficient
advertiser-agency relationships, rather than
a series of recommendations regarding such
specifics as the amount of an agency's com-
missions.
His Atlantic City report will be of a
"preliminary" nature, but in it Prof. Frey
"will give an insight into the assembled in-
formation and its significance as he sees it,"
ANA said, adding that "the full and far
more comprehensive report" will be pub-
lished shortly after the Atlantic City meet-
ing. The preview is the last item on the
three-day Atlantic City agenda.
Other features of the meeting, announced
last week by Donald Cady of the Nestle
Co., ANA program committee chairman,
include an address in which Jack Cunning-
ham, president of Cunningham & Walsh,
will use new research to show effects that
mediocrity and imitativeness in tv program-
ming and other media have on advertising
Page 44 • October 7, 1957
messages. Mr. Cunningham will speak Tues-
day afternoon (Oct. 29).
At the Tuesday morning session Adell
Chemical Co. will tell how it uses spot tele-
vision to promote Lestoil liquid detergent
against tough competition. The Lestoil story
will be one of five outstandingly successful
campaigns detailed at this session. The
other case histories will be by Chrysler
Corp., on its "Forward Look" campaign;
Imperial Paper & Color Corp. on "How to
Get a Million Dollars Worth of Advertis-
ing on an $180,000 Budget"; Johns-Manville
on "What's Behind an Industrial Advertiser's
Million Dollar Consumer Campaign," and
National Cash Register Co. on "How Ad-
vertising Activates Salesmen in Making In-
dustrial Sales."
Opening speaker of the three-day meet-
ing will be H. H. Dobberteen, vice president
and media director of Bryan Houston Inc.,
who will address the Monday morning (Oct.
28) session on "How to Get More for Your
Advertising Money by Selecting Media in
Relation to Your Markets." Conrad Jones,
manager of new product planning for the
management consulting firm of Booz, Allen
& Hamilton, will follow with "The Adver-
tising Manager's Role in Marketing New
Products," and Ben H. Wells, vice president
of Seven-Up Co., will describe "How to
Gear Your Advertising to the Total Mar-
keting Job."
The Monday afternoon session will be
devoted to elections and other business mat-
ters and an informal discussion dealing with
radio and tv, print media, the merchandis-
ing of advertising and marketing of new
products.
The Tuesday afternoon session, open to
agency and media representatives as well
as advertisers, will include — in addition to
Mr. Cunningham's speech — an analysis by
economist Peter Drucker based on Life
magazine's study, "Who Will Buy How
Much of What . . . Where and When?" Dr.
Lyndon Brown, vice president and director
of research, media and merchandising for
Dancer-Fitzgerald-Sample, will report on
"How to Get the Most Out of Your Ad-
vertising Research Dollars."
The Wednesday agenda opens with a
presentation by Clarence Eldridge, market-
ing consultant formerly with General Foods
and Campbell Soup Co., on "The Advertis-
ing Manager's Responsible Role in Mar-
keting." Henry Schacte, advertising vice
president of Lever Bros., and chairman of
the ANA advertising management commit-
tee, will report on the association's almost
completed series of Advertising Manage-
ment Guidebooks and Fred C. Foy, presi-
dent of Koppers Co., will discuss how mar-
keting and advertising skills, properly ap-
plied and integrated, can achieve corporate
objectives and raise the total economic po-
tential of a company. Prof. Frey's report
will occupy the Wednesday afternoon ses-
sion, winding up the meeting.
The ANA annual banquet is slated Tues-
day evening, with entertainment by ABC-
TV. On Monday evening a new filmed musi-
cal by Standard Oil of Indiana, presenting
advanced management principles in enter-
tainment form, will be shown.
TEA COUNCIL CHIPS
GO INTO TV TEAPOT
• $1.2 million set for season
• Will use nighttime exclusively
The Tea Council of the U. S. A., through
its agency, Leo Burnett & Co., Chicago,
will spend all its new advertising allocation
in television spot this season. A budget of
$1.2 million is envisioned with $800,000
(remaining from the 1957 allocations of
$1.8 million) to be spent for the remainder
of 1957 and $400,000 from the proposed
1958 budget to be tacked on later.
A 20-week schedule will run through
March 4, 1958. It will blanket 18 markets
and will use nighttime tv spots exclusively.
According to Burnett officials, they will
gear their efforts to the 6-11 p.m. audience
with an average of 30 messages per home
in 20 million homes. Markets include Chi-
cago, Los Angeles, New York, Baltimore,
Boston, Detroit, Philadelphia, Pittsburgh,
Washington, Cleveland, Providence, San
Francisco, Buffalo, Syracuse, New Haven
and Schenectady.
Although Americans over the past several
years have become well-acquainted with the
council's slogan, "Take Tea and See," Tea
Council Chairman Robert B. Smallwood
insists that "a great portion of the public
(is) slumbering now where tea is concerned."
Mr. Smallwood. chairman of Thomas J.
Lipton Co., adds this group "is soon to be
jolted by a new approach to hot tea adver-
tising."
Burnett account supervisor Guy S. Saff-
old, pointing to the extraordinarily heavy
budget (claimed to be the largest in the
tea industry's history), admits that his agency
is aiming "at those people who right now
are thinking and worrying about their pres-
ent beverage habit." He feels they are ready
"for a change."
Why did the council sink all of its alloca-
tions in television? According to Mr. Saffold:
"Television is well suited for the hot tea
message — it has demonstrated in the past
that it produces the highest number of people
remembering the tea campaign. And it has
produced them at lowest cost." He explains,
"The change to hot tea is largely a family
decision in which the male takes part; there-
fore, our basic requirement is a family audi-
ence."
Where the council last year concentrated
its saturation in 1 2 markets, it now has added
six new ones. Last January-March, it added
Portland and Seattle to the basic list and
this fall adds upstate New York and New
Haven, Conn.
Motivation research has played a great
part in the makings of this new campaign,
Mr. Saffold has declared, indicating the
council and its agency will play on the aspect
of consumer dissatisfaction with its present
"beverage habit," obviously coffee.
Says Mr. Saffold: "In trying to reach this
group of dissatisfied people it was our inten-
tion to appeal to this feeling of guilt, but not
to become dogmatic about it. We did not
Broadcasting • Telecasting
Contact Miller ("Mill") Welch, Commercial Sales Manager in Lexington
or get hold of John E. Pearson Company representative closest to you.
Broadcasting
Telecasting
October 7, 1957 • Page 45
ADVERTISERS & AGENCIES continued
AIDS NEW BRANDS
Television is making it easier for
new advertisers to capture significant
portions of an established brand mar-
ket, according to Schwerin Research
Corp., and there no longer is any such
thing "as a product field in which the
sales leader is really safe." A new
Schwerin study lists tv and new-prod-
uct ingenuity as the two principal
factors in dislocating the established
order in marketing, citing as examples
the upheaval in the status quo caused
by Revlon, Chrysler and filter ciga-
rettes. Schwerin reported that in one
case an unspecified beauty product
three years ago "owned" more than
half of the total market for its type
of product, but since then it has lost
significant portions to new competitors
which marketed different or more
handy products.
want to 'lecture' to the point of causing re-
sentment on the part of the very people we
are trying to woo." Thus, Burnett arrived at
the "voice of conscience" technique, whereby
the individual portrayed in the spots literally
talks himself into switching from coffee to
tea. This way, he said, Burnett has avoided
the possibility of causing resentment by em-
ploying an "outsider" to hammer the theme
home.
Charles E. (Ned) Midgley, 51,
V.P. at Ted Bates & Co., Dies
Charles E. (Ned) Midgley Jr., 51, vice
president, Ted Bates & Co., New York, died
at his home Tuesday.
Mr. Midgley had
been with the
agency since 1950
as manager of the
television and radio
media department.
He was named vice
president last Au-
gust. Before joining
the agency he was
with CBS nine
years and was
sales service man-
MR. MiDGtEY ager when he re-
signed from the
network to join Ted Bates & Co.
Prior to joining CBS he was with BBDO
as sales service manager.
In 1948 Mr. Midgley published a book,
The Advertising and Business Side of Radio.
Surviving are his wife, Mrs. Margaret
Murray Midgley, and two sons, Charles E.
Midgley III and Frank Murray Midgley.
Funeral services were held Friday.
Broadcast Media Get $3 Million
Of American Dairy Assn. Budget
The executive committee of the Ameri-
can Dairy Assn. has approved a record con-
sumer advertising budget of $5.1 million
for 1958, with 60% to be siphoned off to
broadcast media. The action was taken by
the executive committee at its meeting the
past fortnight in Tulsa, Okla.
The expanded program, which includes
planning for individual product campaigns
for the first time, will be built around an
expanded total budget of $6.9 million. Of
the $5.1 million to be set aside for consumer
media, tv is expected to get $2.8 million
and radio about $200,000. American Dairy's
agency is Campbell-Mithun Inc., Chicago.
The organization currently sponsors The
Perry Como Show on NBC-TV in 160 mar-
kets and Screen Gems' Casey Jones partici-
pating film series in 18 markets, and has a
current 52-week schedule of staggered par-
ticipations on NBC Radio during daytime
hours.
Presto Offers to Buy Tv Spots
From Stations Carrying Film
National Presto Industries (electric house-
ware, cookers), Eau Claire, Wis., is dangling
one-minute spot time buys in front of some
75 tv stations as bait in return for carrying
new 12-minute "public service" films.
Distribution and arrangements for time
are being handled through Public Service
Network, Princeton, N. J., and Donahue &
Coe, Chicago agency which handles the ac-
count. The films and spots were completed
by Fred A. Niles Productions, Chicago, for
showing from mid-October through mid-
December. The one-minute announcements
allow for a 10-second tag for local dealers
around the film, titled, "She Wears 10 Hats."
The conditional spot buys are part of an
overall $500,000 media campaign — the same
amount claimed to have been spent by Presto
on tv alone last year. Presto also is buying
separate 60-second spots outright (with no
strings attached) on stations in 15 or 16
major cities to run for 10 Weeks, according
to an agency spokesman. Future plans are
to distribute the 12-minute public service-
public relations film to 125 other tv stations,
on the same time for film basis, between
January and October 1958. The film does
not mention Presto specifically but promotes
kitchen appliances.
Trendex to Offer 'Depth' Data
As Service to Tv Advertisers
Trendex Inc., New York, last week an-
nounced it is offering a new service, sup-
plementing its regular tv ratings, whereby
television advertisers will be provided
"depth information by categories on net-
work audiences."
Called the Tv Advertisers' Report, the
service will be issued every two months as
contrasted with the tv rating report which
is offered on a monthly basis. The new re-
port will cost rating subscribers $100 per
issue and non-subscribers $150. The first
issue will be mailed Nov. 22.
Edward G. Hynes Jr., president of
Trendex, commented: "Until now it has
been difficult for the advertiser or the
agency handling the account to know
enough really of the people who make up
his audience. Indeed, the only way he can
know is to conduct a special survey di-
rected at sex, selectivity and product identi-
fication breakdowns. These are expensive
and, perhaps, therefore, infrequent. The
new Trendex plan will offer just these fea-
tures on a regular report basis, offering cur-
rent figures, comparative program type fig-
ures and the opportunity to study trends."
The Television Advertisers' Report, based
on coincidental telephone interviewing in
the 15 Trendex markets, will contain the
following information: Sponsorship identifi-
cation indexes for both daytime and eve-
ning programs, listing percentages for view-
ers who correctly identify, misidentify or
don't know the sponsor or any of his prod-
ucts; audience composition indexes for day-
time and evening, broken down for time
period and individual programs, showing
averages of men, women, children and total
viewers per set; program selectivity indexes
for evening programs, showing which mem-
ber or members of the family actually chose
the particular program being viewed; gen-
eral average table for all network evening
programs by type, showing two-month av-
erages for ratings, sponsor identification,
audience composition and program choice.
HOW PEOPLE SPEND THEIR TIME
THERE WERE 123,262,000 people in the U. S. over 12 years of age during the
week Sept. 22-28. This is how they spent their time:
67.3% ( 82,955,000) spent 1,800.1 million hours watching television
54.1% ( 66,685,000) spent 980.3 million hours listening to radio
82.8% (102,061,000) spent 404.8 million hours reading newspapers
29.4% ( 36,239,000) spent 160.7 million hours READING MAGAZINES
24.9% ( 30,692,000) spent 393.9 million hours watching movies on tv
32.9% ( 40,505,000) spent 169.4 million hours attending movtes
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B«T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
• All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Page 46 • October 7, 1957
Broadcasting • Telecasting
GEORGIA TECH, one of the nation's foremost engineering
schools, combines the old with the new on its sprawling
campus in the heart of Atlanta. It is only a few blocks from
WAGA-TV, also famous on the Georgia scene. With a
coverage fanning out from Atlanta to reach over half the
state's population, WAGA-TV is the leading television sta-
tion in this rich market. Write for a WAGAland brochure
— read the facts for yourself.
ST OR E R BROADCASTING COMPANY SALES OFFICES
NEW YORK-625 Madison Ave. • CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-1 1 1 Sutter St.
Represented Nationally by THE KATZ AGENCY, Inc.
■
IN MOMENTS OF HISTORY
At nine p.m. on Tuesday, September 24, all three television networks carried
simultaneously President Eisenhower's address on events in Little Rock. An
estimated 30 million Americans watched him on NBC. NBC's audience was 32%
greater than the second network's and 69% greater than the third network's.*
In the fifteen minutes following the President's address, NBC news com-
mentators did a special analysis of the integration crisis. Over 20 million
people tuned in this program, more than watched the competing entertain-
ment attractions on either of the other networks.
Recently, a Capitol Hill pollt showed that more members of Congress watch
NBC for news than any other network. The reason the nation's law makers
gave for this preference : NBC offers the most complete news coverage and,
in Chet Huntley and David Brinkley, the most popular, most objective news
commentators in network television.
The nation turns first for news and coverage of great events to the network
with the world's most comprehensive broadcast news organization.
NATIONAL BROADCASTING COMPANY
♦Trendex Special Report tMade by Walter Gerson & Associates, July- August 1957
ADVERTISERS & AGENCIES continued
LIVE
NETWORK
Live network . . . resurgent,
terrific ABC . . .
returning all the favorite
shows that put us in
first place last season —
plus a dozen great, new
sure-fire hits. More life —
more lift — more
showmanship with ABC
on Houston's "live"
BUSINESS BRIEFLY
WHO'S BUYING WHAT, WHERE
station!
turn to
Page 68
LAND BOOM • An advertising appropria-
tion of close to $2 million was an-
nounced yesterday (Sunday) by the Mackle
Co., Miami, reportedly one of the largest
home building and land development firms
in the nation. Entire expenditure will back a
10-week campaign to advertise Port Char-
lotte, a new Mackle community on the
southwest Florida coast. Advertising will be
handled through Erwin, Wasey, Ruthrauff
& Ryan, New York.
The firm plans to use 40 tv stations in 25
markets, with radio advertising going on
175 stations in 66 cities. A heavy print
schedule is planned. Of the total expendi-
ture, a quarter of a million dollars has been
allocated for promotion in Florida media.
For the past six months, the firm has been
setting up dealerships with real estate organ-
izations in northeastern states. The company
hopes to make it as easy as possible to buy
a Florida homesite, with the intensive ad
campaign designed to simulate that end.
MAY BUY MORE • Block Drug, Jersey
City, N. J., considering tv schedule in about
20 secondary markets. If campaign is ap-
proved it will start this month. Sullivan,
Stauffer, Colwell & Bayles, N. Y., is agency.
COMMERCIAL TREATY • American
Home Products, Whitehall Pharmacal Div.,
N. Y., has signed for one-third sponsorship
of "Premiere Performance" package of 20th
Century-Fox films in 17 Canadian markets,
starting this week. Agency is Young & Rubi-
cam, Toronto, Ont. Markets, ordered on a
52-week basis, are Montreal, Que.; Barrie,
Kingston, Kitchener, London, Peterborough,
Ottawa, and Toronto, all Ont.; Vancouver,
B. C; Regina, Sask.; St. John and Moncton,
both N. B.; Halifax and Sydney, both N. S.;
Calgary and Edmonton, Alta., and Win-
nipeg, Man.
SEVEN FOR SOUP • Rancho Soup Co.,
Sunnyvale, Calif., starting heavy spot tv
campaign to run through February. Cam-
paign, consisting of 10-second ID's, will use
tv in seven western markets: San Francisco,
Los Angeles, San Diego, Fresno, Sacra-
mento, Seattle, and Portland. Schedule will
run up to 30 spots per week, with an av-
erage of 14. Spots will promote Rancho
soup line and its "Red Scissors" premium
coupons. Agency: Nelson/Baker/Inc, S. F.
ABN'S FORWARD LOOK • Chrysler
Corp., Detroit, has signed with American
Broadcasting Network for 5 five-minute
segments weekly of Breakfast Club (Mon.-
Fri., 9-10 a.m.), and 10 ten-minute news-
casts weekly effective last Thursday. On Oct.
31, sponsorship of newscasts will be as-
sumed by corporation's Chrysler Div. Agen-
cy: McCann-Erickson, Detroit.
MBS TRIO • Kraft Foods Co., Chicago, has
renewed sponsorship of its Kraft Five-Star
News programs on Mutual effective im-
mediately, while Chrysler Corp. and General
Foods also signed new Mutual sponsorship
contracts. Kraft will expand its program-
ming on MBS to include regular participa-
tions in network's "multi-message" week-
night dramas. General Foods has signed for
30 eight-second newscast adjacencies per
week' for Jell-0 through Young & Rubicam.
N. Y. Chrysler, in behalf of all its cars, has
bought series of adjacencies to run through
Oct. 30. McCann-Erickson, Detroit, is
Chrysler agency, while agency for Kraft is
Needham, Louis & Brorby, Chicago.
BUDGET INCREASE • Lutheran Laymen's
League, St. Louis, has earmarked $1.45 mil-
lion for its Lutheran Hour for 1957-58
season radio broadcasts in U. S. and over-
seas, a $150,000 increase over past year's
budget. Budget is divided equally between
U. S. and overseas radio; in U. S., Lutheran
Hour (Sun., 1:30-2 p.m.), begins 23rd year
on Mutual, with 314 stations. Additionally,
program is carried on 85 NBC outlets, 234
independent stations. Agency: Gotham-Vladi-
mir, N. Y.
EDSEL PITCHES BIG NIGHT IN FREE TV
Edsel Div. of Ford Motor Co. last
week invited all its dealers to watch "The
Million Dollar Night in Television" Oct.
13 — at an estimated per viewer cost of
little over two cents for electricity to view
3Vz hours of special network shows.
In a letter to dealers, Robert F. G.
Copeland, assistant general sales manager
of the division, cited the special Edsel
Show with Bing Crosby and Frank
Sinatra on CBS-TV (8-9 p.m.) and also
urged them to watch the preceding
Pinocchio on NBC-TV (6:30-7:30 p.m.)
and the following 75th Anniversary
Standard Oil of New Jersey telecast on
NBC-TV (9-10:30 p.m.).
An estimated $1.4 million is being
spent in time and talent for the three
special programs "which the average
viewer can see in his home for the cost
of 2.1 cents in electricity," according to
a spokesman at Foote, Cone & Belding,
which handles the Edsel account.
For that price, he suggested, alluding
to pay tv arguments, viewers can see
Messrs. Crosby and Sinatra, Louis Arm-
strong and Rosemary Clooney on the
Edsel Show; Mickey Rooney, Walter
Slezak and Fran Allison on Pinocchio
and Tyrone Power, Jimmy Durante,
Marge and Gower Champion, Bert Lahr,
Jane Powell and others on the Standard
Oil commemoration program.
Mr. Copeland expressed gratification
that Edsel is making its debut on a night
destined to be perhaps the biggest in
television's history.
KTRK-TV
CHANNEL 13 HOUSTON
Page 50 • October 7, 1957 Broadcasting • Telecasting
Why be just part
of the Parade..?
Today it's increasingly
hard to stand out from the crowd.
For every television station
on the air five years ago
there are now four more !
And, at mid-1957, another 350
commercial applications were still
pending for yet more stations.
As the parade grows bigger,
it takes something special to preserve
your identity at the
agency-advertiser level . . .
to be known for the
individuality that makes you
outstanding in your own market.
Ordinary production line
representation won't do it.
Without specialized selling, you're just
part of an ever-lengthening parade
your representative tries to "represent."
Quality television stations with
hard-won local leadership,
proud of their community reputations,
deserve something more.
- ^
They get it, too,
from Harrington, Righter and Parsons
ivhere specialized representation
makes so much difference.
We're glad to explain how.
HARRINGTON,
RIGHTER
& PARSONS, Inc.
NEW YORK • CHICAGO
SAN FRANCISCO 'ATLANTA • BOSTON
television — the only medium we serve
WCDA-B-C Albany WABT Birmingham WBEN-TV Buffalo
WJRT Flint WFMY-TV Greensboro/ Winston-Salem
mPAHarrUburg WTIC-TV Hartford WDAF-TV Kansas City
WHAS-TV Louisville WTMJ-TV Milwaukee WMTW Mt. Washington
WRVA-TV Richmond WSYR-TV Syracuse
Broadcasting • Telecasting
October 7, 1957 • Page 51
ADVERTISERS & AGENCIES continued
A CHRONICLE OF COMMERCIAL PERFORMANCE
PAYOFF
PEPSI PLEASES • Pepsi-Cola's now-famous
"Pepsi, Please" radio contest was re-
ported last week to have boomed Pepsi
sales in the Bristol, Conn., area by 50%
in a week's time.
Officials of WBIS Bristol, 500 w inde-
pendent daytimer carrying the month-long
promotion, also quoted Pepsi authorities as
saying 30 Pepsi-Cola fountain dispensers
had been installed in Bristol alone since
the contest started Sept. 16.
The "Pepsi, Please" contest, first was
used on KCBQ San Diego, Calif., and
WLBC Muncie, Ind. [B»T, Aug. 20, 1956, et
seq.], and involves the transcribing of local
residents' voices saying "Pepsi, Please,"
playing the recording on radio spot an-
nouncements and offering prizes to people
who recognize their own voices.
Authorities at WBIS, owned by author
Eric Hatch, said that by the end of the first
week the station had recorded 10,000 voices
and received 4,000 calls from listeners try-
ing to identify their own voices. A total of
51 prizes — including table model radios,
wrist watches, and Pepsi coolers — were given
away during the week.
Station officials said that to handle the
contest four "electronic secretaries" were
installed to record the voices of people tele-
phoning in, eight telephones were added
on a separate line, and six additional em-
ployes were hired, including an announcer,
an engineer and four telephone operators.
MONKEY BUSINESS • A spot schedule on
WOV New York packed double impact
for one of the W. T. Grant stores in Harlem.
The store had purchased a spot schedule to
plug a two-day "back to school" sale. Spots
carried a tag-line which said ". . . and if
you're good children, I'll take you to Grant's
pet shop to see the monkey."
Results for the "back to school" sale
were good — monkey business was terrific.
Around noon of the first day the spots were
broadcast, WOV received the following
wire from Grant's manager: "Discontinue
immediately gag tag-line about monkey in
our pet shop. We are already out of
monkeys."
DOUBLE PUNCH • Belcher Buick Inc. has
found that weather and news on WRCV-TV
Philadelphia packs a double sales punch.
Using a Mon.-Fri., 6:40 p.m. spot between
the news and WRCV-TV's weather show,
Forecast with Judy Lee, the auto firm re-
ports that sales have doubled.
HOME SHOPPING • The Myron Mcintosh
agency, realtors in Joplin, Mo., were inter-
ested in using television. Their purpose: to
sell houses, obtain listings. KODE-TV
came up with a format that stuck strictly to
the business at hand. The format: showing
houses that the agency lists for sale.
On the half-hour weekly show, viewers
are taken on an armchair tour of homes
by Dorothy Friend, KODE-TV staffer, and
Myron Mcintosh, president of the agency.
Pictures showing exterior and interior views
of homes and grounds are shown, with spe-
cial features pointed out conversationally.
Prices are quoted, terms specified, with
a "soft sell" approach. The day after the
second show, a family bought one of the
featured homes — television was the only
salesman.
Mr. Mcintosh reports that property sales
have increased 132% since the program's
inception, with listings increasing 92%. The
real estate firm has also extended its bus-
iness over a four-state area, since home
owners in Missouri, Kansas, Arkansas and
Oklahoma have asked them to show their
property. The firm does this by using televi-
sion in these various towns.
KODE-TV's business has shown an in-
crease, too — the real estate firm extended
their original 13-week contract to 52 weeks,
with first option on another year.
SHOPPING SPREE • KOTA Rapid City,
S. D., went to the supermarket — and
brought along 7,000 people the first day.
For the opening of a new Red Owl super-
market, KOTA broadcast all local shows
from the store for four days. Customers
were interviewed, merchandise gifts were
given away. For the four days, call letters
were given as "This is Radio Red Owl —
KOTA in Rapid City."
Result: The store reportedly had the big-
gest opening of any new market in a four-
The Next 1 0 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
Oct. 8, 15 (9:30-10 p.m.) Red Skelton
Show, S. C. Johnson & Son through
Foote, Cone & Belding and Pet Milk
through Gardner Adv.
Oct. 9, 16 (8-9 p.m.) The Big Record,
Pillsbury and Kellogg through Leo
Burnett, Armour through Foote, Cone
& Belding and Oldsmobile through
D. P. Brother.
Oct. 11 (2:30-3 p.m.), Art Linkletter's
House Party, participating sponsors.
NBC-TV
Oct. 7-11, 14-16* (1:30-2:30 p.m.)
Howard Miller Show, participating
sponsors.
Oct. 7-11, 15, 16* (3-4 p.m.) Matinee
Theatre, participating sponsors.
Oct. 7, 14 (7:30-8 p.m.) The Price Is
Right, Speidel through Norman, Craig
& Kummel.
Oct. 8 (8-9 p.m.) George Gobel Show,
RCA-Whirlpool through Kenyon &
Eckhardt and Liggett & Myers through
McCann-Erickson.
Oct. 9, 16 (9-10 p.m.) Kraft Tele-
vision Theatre, Kraft Foods Co.
state area. Only complaint, according to
store officials: at times, so many people
crowded into the store that the entrance
had to be blocked in order to clear the aisles
of shoppers.
PAJAMA GAME • One person in pajamas
usually means bedtime. Make that a thou-
sand, and it's a promotion. Tommy Charles,
d.j. at WSGN Birmingham, Ala., announced
that everyone attending the Birmingham
opening of "The Pajama Game" in pajamas
would be admitted free. Taking advantage
of the offer, along with 1,000 others, d.j.
Charles and engineer Ben Dixon put on their
sleeping clothes, broadcast their all-night
record show from a bed set up near the
theatre's box office.
In addition to the pajama-clad crowd,
800 others attended the premiere — best pro-
motion results the theatre has ever had,
according to manager P. M. Russell Jr.
Richards, European Group Affiliate
Eugene I. Harrington, president of
Fletcher D. Richards Inc., New York, and
Dr. Rudolf Farner, chairman of Continental
Advertising & Marketing Agencies, a fed-
eration of 11 independently-owned Euro-
pean agencies located in 12 countries
abroad, have announced affiliation of their
respective organizations for exchange of
business on a full commission basis on both
sides of the Atlantic.
through J. Walter Thompson Co.
Oct. 10 (7:30-8 p.m.) Tic Tac Dough,
Warner-Lambert through Lennen &
Newell.
Oct. 10 (10-10:30 p.m.) Lux Show
starring Rosemary Clooney, Lever
Bros, through J. Walter Thompson Co.
Oct. 12 (8-9 p.m.) Perry Como Show,
participating sponsors.
Oct. 12 (10:30-11 p.m.) Your Hit
Parade, Toni through North Adv. and
American Tobacco Co. through
BBDO.
Oct. 13 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Oct. 13 (9-10:30 p.m.) Standard Oil
(New Jersey) 75th Anniversary Show,
Standard Oil through McCann-Erick-
son.
Oct. 15 (8-9 p.m.) Eddie Fisher Show,
RCA-Whirlpool through Kenyon &
Eckhardt and Liggett & Myers through
McCann-Erickson .
* In the event the World Series is
played on Wednesday Oct. 9 and
Thursday Oct. 10, starting time will
be 12:45 p.m. in originating city.
Sponsor will be Gillette through
Maxon. On those days Howard Miller
Show and Matinee Theatre will be on
a stand-by basis.
Page 52 • October 7, 1957
Broadcasting • Telecasting
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ADVERTISERS & AGENCIES continued
TOP NETWORK PROGRAMS
Tv Report for August
Once A Week
Rating
Rank
Aug.
July
1.
Gunsmoke
30.1
26.0
2.
Playhouse 90
23.2
25.9
3.
Studio One
22.2
21.2
4.
What's My Line
22.1
24.2
5.
Alfred Hitchcock
22.0
23.5
6.
Ed Sullivan
21.8
25.1
7.
Twenty-One
21.7
22.2
8.
$64,000 Question
21.6
26.4
9.
Climax
21.3
21.9
10.
Julius LaRosa
19.8
20.8
11.
I've Got A Secret
19.5
22.0
12.
Lawrence W elk
18.5
13.
G. E. Theatre
18.0
22.4
14.
Godfrey's Talent
Scouts
18.0
20.4
15.
Richard Diamond
18.0
Multi-Weekly
Aug.
July
1.
Mickey Mouse
Club
10.8
12.2
2.
Queen For A Day
8.6
9.5
3.
Guiding Light
7.9
8.7
4.
Search For Tomorrow 7.8
8.5
5.
CBS-TV News
7.6
8.5
6.
Art Linkletter
7.3
8.2
7.
Love of Life
7.1
7.9
8.
NBC News
6.8
7.8
9.
Valiant Lady
6.8
10.
Arthur Godfrey
6.7
7.8
Copyright The
Pulse Inc.
TOP 10 NETWORK PROGRAMS
Tv Report for Sept. 3-9
% Tv Homes
Rank
1.
2.
The $64,000 Question
Ed Sullivan Show
3. Studio One
4. Lawrence Welk
5. Twenty-One
6. Climax
7. I've Got A Secret
8. Gunsmoke
9. Playhouse 90
10. Tv Playhouse
1. The $64,000 Question
2. Ed Sullivan Show
29.2
28.9
28.4
28.0
27.1
27.0
26.8
26.7
26.3
26.2
No.
Tv Homes
(000)
9,944
9,755
3.
Lawrence Welk
9,261
(f) Homes reached by all or any part of the
4.
Climax
9,193
program, except for homes viewing only
5.
I've Got A Secret
9,182
1 to 5 minutes.
6.
Studio One
8,788
(J) Homes reached during the average min-
7.
Twenty-One
ute of the program.
8.
Gunsmoke
8,629
* Percented ratings are based on tv homes
9.
Tv Playhouse
8,408
within reach of station facilities used by
10.
Playhouse 90
8,325
each program.
Copyright, Videodex
Inc.
Copyright 1957 by A. C. Nielsen Co.
TOP 10 NETWORK PROGRAMS
Tv Report for Aug. 25-Sept. 7
TOTAL AUDIENCEf
Number of Homes (000)
Rank
Ratings
1.
Miss America Pageant
15,326
2.
Gunsmoke
14,791
3.
Playhouse 90
13^555
4.
Ed Sullivan Show
1 2^731
5.
I've Got A Secret
12 195
6.
Climax
1 1,783
7.
$64,000 Question
1 1742
8.
Disneyland
1 1 701
9.
Lawrence Welk Show
1 1165
10.
Undercurrent
10/753
Per Cent of Homes*
1.
Miss America Pageant
39.6
2.
Gunsmoke
37.2
3.
Playhouse 90
34.5
4.
Ed Sullivan Show
31.7
5.
I've Got A Secret
30.4
6.
Climax
29.5
7.
$64,000 Question
29.2
8.
Disneyland
29.2
9.
Lawrence Welk Show
27.9
1 0.
Cheyenne
27.9
AVERAGE AUDIENCE?
Number of Homes (000)
1.
Gunsmoke
13,720
2.
Miss America Pageant
11,824
3.
I've Got A Secret
11,124
4.
$64,000 Question
10,753
5.
Climax
9,847
6.
Playhouse 90
9,806
7.
Ed Sullivan Show
9,600
8.
Undercurrent
9,558
9.
G. E. Theatre
9,435
10.
Those Whiting Girls
9,311
Per Cent of Homes*
1.
Gunsmoke
34.5
2.
Miss America Pageant
30.6
3.
I've Got A Secret
27.7
4.
$64,000 Question
26.8
5.
Playhouse 90
25.0
6.
Climax
24.7
7.
Undercurrent
24.3
8.
What's My Line
24.2
9.
Ed Sullivan Show
23.9
10.
G. E. Theatre
23.6
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's B*T tv ratings roundup. Infor-
mation is in following order: program
name, network, number of stations, spon-
sor, agency, day and time.
CBS News (CBS-154): participating spon-
sors. Mon.-Fri. 7:20-7:45 p.m.
Cheyenne (ABC-99): General Electric
(Y&R), alt. weeks, Tues. 7:30-8:30 p.m.
Climax (CBS-195): Chrysler (M-E), Thurs.
8:30-9:30 p.m.
Disneyland (ABC-175): American Motors
(Geyer), American Dairy (Campbell-
Mithun), Derby Foods (M-E). Wed. 7:30-
8:30 D.m.
G. E. Theatre (CBS-154): General Electric
(BBDO), Sun. 9-9:30 p.m.
Arthur Godfrey, (CBS-116): participating
sponsors, Mon. -Thurs. 10-11:30 a.m.
Godfrey's Talent Scouts (CBS-165): Lip-
ton (Y&R), Toni (North), Mon. 8:30-9
p.m.
Guiding Light (CBS-118): Procter & Gam-
ble (Compton), Mon.-Fri. 12:45-1:00 p.m.
Gunsmoke (CBS-162): Liggett & Myers
(D-F-S). Remington Rand (Y&R). alter-
nating. Sat. 10-10:30 p.m.
Alfred Hitchcock (CBS-144): Bristol-Myers
(Y&R), Sun. 9:30-10 p.m.
I've Got a Secret (CBS-198): R. J. Rey-
nolds (Esty), Wed. 9:30-10 p.m.
Julius La Rosa, (NBC-156): participating
sponsors, Sat. 8-9 p.m.
Art Linkletter (CBS-114): Participating
sponsors. Mon.-Fri. 2:30-3 p.m.
Love of Life (CBS-160): American Home
Products (Bates), Mon.-Fri. 12:15-12:30
p.m.
Mickey Mouse Club (ABC-94): participat-
ing sponsors, Mon.-Fri. 5-6 p.m.
Miss America Pageant (CBS-131): Philco
(BBDO), Sat. Sept. 7—10:30-12.
NBC News (NBC-93): participating spon-
sors, Mon.-Fri. 7:45-8 p.m.
Playhouse 90 (CBS-134): American Gas
Assn. (Lennen & Newell). Bristol-Myers
(BBDO), Philip Morris Co. (Burnett),
Kimberly Clark (F.C&B). All-State Ins.
(Burnett), Thurs. 9:30-10 p.m.
Queen for a Day (NBC-152): participating
sponsor, Mon.-Fri. 4:30-5 p.m.
Richard Diamond (CBS-184) : General
Foods (Benton & Bowles), Mon. 9:30-
10 p.m.
Search for Tomorrow (CBS-132): Procter
& Gamble (Burnett), Mon.-Fri. 12:30-
12:45 p.m.
$64,000 Question (CBS-180) : R e v 1 o n
(BBDO), Tues. 10-10:30 p.m.
Studio One (CBS-100): Westinghouse Elec-
tric Corp. (M-E), Mon. 10-11 p.m.
Eel Sullivan (CBS- 174): Lincoln-Mercurv
(K&E), Sun. 8-9.
Those Whiting Girls (CBS-157) : Max Fac-
tor (Anderson-McConnell), General
Foods (Y&R), Mon. 9-9:30 p.m.
Tv Playhouse (NBC-115): Goodyear Tire
& Rubber Co. (Y&R), Sun. 9-10 p.m.
Twenty-One (NBC-144) : Pharmaceuticals
Inc. (Kletter), Mon. 9-9:30.
Undercurrent (CBS-162): Procter & Gam-
ble (Y&R), Brown & Williamson (Bates),
Fri. 10-10:30 p.m.
Lawrence Welk (ABC-200): Dodge Div. of
Chrysler Corp. (Grant), Sat. 9-10 p.m.
What's My Line (CBS-157): Helene Curtis
(Ludgin), Remington Rand (Y&R), Sun.
10:30-11 p.m.
Top-Ranking Ad Executives Set
Talks for AAAA Western Meet
The 20th annual convention of the AAAA
western region, to be held Friday-Sunday
in Sun Valley, Idaho, will feature the largest
group of top-ranking advertising executives
ever to speak in the West, according to Roy
Campbell, executive vice president of
Foote, Cone and Belding and AAAA west-
ern region chairman.
Participating in a Saturday morning
panel discussion of "Qualitative vs. Quanti-
tative Research" will be Dr. Bernard Klass,
director of market research, McCann-
Erickson, New York; Howard Benn, presi-
dent, Gould, Gleiss and Benn, Los Angeles;
Dan E. Clark, president, Dan E. Clark &
Assoc., Portland, Ore., and Mervin Field,
president, Field Research, San Francisco.
Walter Guild, of Guild, Bascom and Bon-
figli, San Francisco, will preside.
"Supermarketing and Pressure Prob-
lems" is the topic of a second Saturday
morning discussion by Robert I. Herndon,
general sales manager, C & H Sugar Refin-
ing Co., San Francisco, and Emmet Hudge,
in charge of product planning, Edsel Div.,
Ford Motor Co., Detroit. Paul Jordan,
Hixson & Jorgensen, Los Angeles, will pre-
side over this session.
A Saturday afternoon session will feature
talks by C. L. Whittier, Young & Rubicam,
New York (retired); Whitman Hibbs, vice
president, BBDO, New York; David Bas-
com, Guild, Bascom and BonfigH, San Fran-
cisco; Melvin Brorby, Needham, Louis &
Brorby, Chicago, AAAA board chairman.
Bryce Spruill. Botsford, Constantine &
Gardner, Portland, Ore., and Ray Clinton,
Philip J. Meany Co., Los Angeles, will pre-
side.
Friday will be devoted to closed meetings
on AAAA affairs and agency problems.
Page 54 • October 7, 1957
Broadcasting • Telecasting
A GREAT NEW WESTERN FEATURE PACKAGE
Available now ... 52 full -hour, action -filled features . . . right when Westerns are the hottest
thing on television ! Here are big names galore . . . Bob Steele, Gabby Hayes, Bill Boyd and
many more of the West's greatest stars . . . together for the first time in one high -caliber,
low -cost package. Put these top-notch Western features
to work in your area ... see how quickly they round up new
sponsors and build big audiences! Write, wire or phone . . .
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Distributors for Associated Artists
345 Madison Ave., MUrray Hill 6-2323
75 E. Wacker Dr., DEarborn 2-2030
1511 Bryan St., Riverside 7-8553
9110 Sunset Blvd., CRestview 6-5886
Productions Corp.
NEW YORK
CHICAGO
DALLAS
LOS ANGELES
Broadcasting • Telecasting
October 7. 1957 » Page 55
Things happen on this show. Cast and cameras get
up and go . . . underwater off Catalina . . . behind the
scenes at Santa Anita . . . turtle-riding at Marine-
land. Panorama Pacific is live television— live-wire.
Pacific Coast audiences (and national advertisers)
love it. Year-in, year-out, Pan Pacific is the Coast's
top-rated early-morning netivork shoiv* — ^
and the favorite with such consistent, long-
term sponsors as General Mills, Westclox,
AM A PACIFIC !
Procter & Gamble, Lyon Van & Storage, Maxwell
House, Marlboro, Hills Brothers Coffee, Saran
Wrap, Polaroid— the list is long and impressive !
Go places yourself : the eight stations telecasting
Panorama Pacific deliver 98.07c of total California
television families and 85.6% of all Pacific Coast
television families. For Pan Pac details, call the . . .
CBS TELEVISION PACIFIC NETWORK
Represented by CBS Television Spot Sales
FILM
Nothing
succeeds
like . • .
An advertiser puts his money
where he gets results —
obviously! Well, 15 of the
most famous, successful
and respected advertisers in
So. Calif, and the nation
have advertised on KNX for
3 to 8 years —continuously,
consistently. The proof is
in the putting. Knowledgeable
advertisers, as always, are
putting their chips on Southern
California's #1 radio station,
the CBS 50,000 watt
KNX* LOS ANGELES
Barter Worth Depends on Need
Of Advertiser, Says Madden
There can be no sweeping generalizations
about the value or demerit of bartering
films for television station time, since the
main criterion is the marketing requirements
of the advertiser, Edward D. Madden, presi-
dent of the newly-formed Keyes, Madden
& Jones advertising agency, told a meeting
of the National Television Film Council in
New York Thursday.
Mr. Madden, who assumed his new post
last Tuesday, drew on his background as
vice president of the International Latex
Corp., New York, for much of the informa-
tion provided. During his tenure at Inter-
national Latex, the company entered into
a contract with C & C Tv Corp. in July
1956 whereby his organization was to pay
C & C Tv $4 million per year for five years
in return for 10 spot announcements per
day on stations in the top 100 markets. This
is recognized generally as the most exten-
sive barter arrangement in the industry,
with C & C Tv supplying the RKO library
of feature films and short subjects to the
stations free in return for spot time.
Mr. Madden stressed that for a barter
deal to succeed, extensive planning must
precede actual operation. It is up to the
advertiser and its advertising agency to
weigh the various marketing considerations
before deciding to embark on bartering. In
this connection, Mr. Madden said, the type
of product to be advertised conceivably
should be one that can benefit from the
non-prime time exposure usually offered.
He listed three important factors in a
successful bartering operation: quality film
programming, station time availability and
effective commercials. At International
Latex, he said, the company set up a sep-
arate unit to produce and schedule the com-
mercials.
He termed the first year of International
Latex operations in bartering "a sales suc-
cess," but declined to give any figures. He
said C & C had fulfilled its part of the con-
tract and Latex commercials are now in
"more than 100 markets." He predicted
that bartering would continue "as long
as there is good film programming around."
LOUIS NYE, the gray-flanneled Gor-
don Hathaway of NBC-TV's Steve
Allen Show, has signed with Interstate
Television Corp., Hollywood, to star in
Fancy Dan, a new series. With him are
G. Ralph Branton (1), president of In-
terstate, and Joe Rivkin (r), the firm's
talent executive.
Jessel Heads Pickwick Pictures;
To Produce Theatre, Tv Films
George Jessel has been elected president
of Pickwick Pictures, Hollywood, a new
firm incorporated in California for $500,-
000, of which Mr. Jessel and the other of-
ficers have subscribed to $345,000 worth of
common stock of the original issue. The
company will specialize in producing motion
pictures for both theatres and tv. Three
pilot scripts, Barnacle Bill, Mr. Winchester
and Hollywood Byline, are included as
principal assets, along with the cash hold-
ings.
In addition to Mr. Jessel, Pickwick prin-
cipals are Harvey Jacobson. talent agent;
George Draine. author of the screenplay
"Love Boat" which will be the company's
first theatrical film production; Stanley
Cowan, public relations man, and Earl A.
Heath, Honolulu hotel man, whose brother,
David R. Heath, has been retained as gen-
eral manager of Pickwick.
CARAVEL GOES ON ANTIQUE HUNT
Officials of Caravel Films, New York,
which is moving into a new $1 million
film center in Manhattan in mid-October,
last week were faced with a mystery they
call "The Case of the First Television
Film Commercial" — and solved it in part.
The chain of events started when a rou-
tine check of office files revealed that in
August 1939 Caravel Films produced a
film sequence for a closed-circuit tele-
cast of a fashion show held in Bloom-
ingdale's Dept. Store. Dave Pincus, Car-
avel president, recalled the milestone and
hunted in the company's vaults but the
films had disintegrated. He said the films
were hailed at the time as "television's
first film commercial."
Eager to find other possible copies of
the film for promotional use in connec-
tion with Caravel's move to the new
building, Mr. Pincus inquired at Bloom-
ingdale's but the store had no record of
the closed-circuit show. After several days
of mind-searching, Mr. Pincus recalled
that American Television Corp., now de-
funct, had arranged for the telecast. He
finally tracked down Sam Saltzman, who
headed ATC, and discovered that al-
though no films of the telecast were ex-
tant, photographs of the event were in
Mr. Saltzman's possession. Mr. Pincus
was jubilant to obtain documented evi-
dence of what he claims is "tv's first film
commercial" and plans to make use of
the photographs to promote the opening
of Caravel's new film center.
Page 58
October 7, 1957
Broadcasting
Telecasting
right in the heart of the vast Tidewater region . . . home of one of the world's
largest and oldest naval shipyards. Last year Portsmouth's 24,660 families
spent more than $9,105,000 for wearing apparel alone and more
than $26,409,000 for food.
This is just part of what you buy when you buy WAVY-TV which blankets a
42-county area, reaching 1,753,810 people who spend more than
$1,953,907,000 each year on retail sales . . . WAVY-TV, reaching and
pleasing Virginia's Golden Corner.
this is WAVY-TV
...tidewater s NEW VHF Station
that blankets the world's greatest
port with a 316,000 watt signal
^^C^AFFILIATE
316,000 Watts 1,050 Ft. Tower
REPRESENTED NATIONALLY BY H-R
801 Middle St.
Portsmouth, Va.
Tel. EX 3-7331
709 Boush St.
Norfolk, Va.
Tel. MA 7-2345
Hunter C. Phelan, Pres.
CHANNEL
Carl ]. Burkland, Ex. Vice Pres. & Gen. Mgr.
Broadcasting
Telecasting
October 7, 1957
Page 59
FILM CONTINUED
NAME
OUR
CHANNEL 12
Clarksburg, W. Va.
WBOY
AND
WIN
• A fabulous week for 2 at
THE GREENBRIER
White Sulphur Springs, W. Va.
• ELECTRIC-EYE MOVIE CAMERA
By Bell and Howell
• POLAROID LAND CAMERA
• 12 other wonderful prizes
USE THIS INFORMATION TO
help you name the symbol of Clarks-
burg's new high-power TV station
• Covers the virgin market of Cen-
tral W. Va. (Clarsburg — Fair-
mont — Morgan town)
• Rich in coal, oil and gas
• Untouched to date by a direct TV
signal
• Captive audience — 666,315 popula-
tion
• Buying income $1,119,746,000
• $200/hr. AA network time: $250
national spot.
Contest open to all readers of this
magazine. Ends January 5, 1958.
FY2
I 1
MAIL YOUR ENTRY TODAY TO
1MB uT 'WF^kM
CHANNEL 12
Exclusive In Clarksburg, W. Va.
INTERCONNECTED t'bcl
George Clinton, Gen'l Mgr. • Rep. by Avery-Knodel
i A Member of The Friendly Group
I suggest the following name:
Name
Company.
Address
NTA Film Network Planning
Live Programs Early in 1958
NTA Film Network will offer advertisers
live programming on regional and national
lineups starting early in 1958, Raymond E.
Nelson, vice president and general manager
of the network, revealed at a luncheon of
the Boston Advertising Club last week
[Closed Circuit, Sept. 30].
Mr. Nelson told the group that shortly
after the first of the year the word "film"
will disappear from the company name,
which will be simply NTA Network. He did
not specify what programming will be of-
fered live, but in the past Ely A. Landau,
board chairman of National Telefilm Assoc.,
the parent company, has expressed the view
that live special events and sports show
could fit into his network operations.
Mr. Nelson said the addition of live pro-
gramming will make "America's most flexi-
ble tv network more flexible than ever
before, both as to markets and program-
ming." He stated that the network will pro-
vide "live programming for shows needing
this treatment and film where film is called
for."
The remainder of Mr. Nelson's talk was
devoted to an appraisal of the NTA Film
Network. He claimed the network's ap-
proach is most advantageous to an adver-
tiser because it enables him to buy "selec-
tivity," that is, buy markets conforming to
his distribution pattern. He noted that the
NTA Film Network has no "must buy" list,
thus enabling the advertiser to buy "what
he wants where he wants the greatest im-
pact."
Tomlinson Plans Loew's Fight
At Showdown Meeting Next Week
Internal trouble at Loew's Inc., parent of
MGM-TV, is continuing to kick up as an
expected showdown approaches in the fight
for management control. A special stock-
holders meeting will be held in New York
Oct. 15.
Florida financier Joseph Tomlinson, major
stockholder and director, who is battling
to oust Joseph R. Vogel, Loew's president,
last week filed a statement with the Securi-
ties & Exchange Commission indicating an
all-out proxy fight. He actually cannot so-
licit proxies until he files a proxy statement
with SEC, a filing that can be made at any
time. Mr. Vogel called the special stock-
holders meeting to drop Mr. Tomlinson
from the board of directors. In the mean-
time, various legal maneuvers have been
presaging the showdown voting.
G-K to Move Into New Quarters
Gross-Krasne Inc., tv film producer-dis-
tributor, on Oct. 1 will move its distributing
organization to 5420 Melrose Ave., Los
Angeles, a building acquired for $200,000
last spring and since then remodeled to fit
G-K needs. Facilities include 22 offices, a
projection room, cutting rooms and film
vaults.
The move will make more executive
offices available for producers at California
Studios, rental studios owned by Gross-
Page 60 • October 7, J 957
Krasne, G-K said, listing Filmaster, Roland
Reed, NBC and the Stanley Kramer organi-
zation as principal tenants. G-K also has
purchased properties immediately west of
California Studios for more than $150,000,
which will be cleared of apartment buildings
and duplexes, to be sold for removal, to
provide parking space for California Studio
tenants.
FILM SALES
AAP, N. Y., reports sales of Warner Bros,
features, cartoons and Popeye to WKXP-
TV Lexington, Ky., and KFDM-TV Beau-
mont, Tex. Firm also reported sales of War-
ner features, AAP features and Holmes
package to KXGN-TV Glendive, KGEZ-
TV Kalispell and KXLF-TV Butte, all Mon-
tana, and KSPR-TV Casper, Wyo., and
KDIX-TV Dickinson, N. D.; Warner and
AAP features and Popeye to KHOL-TV
Holdredge, Neb., and WCIA (TV) Cham-
paign, 111.; Warner cartoons to KLAS-TV
Las Vegas, Nev.; AAP features to KVOS-
TV Bellingham, Wash., KOVR (TV) Stock-
ton, Calif., KCOP (TV) Los Angeles,
KOOL-TV Phoenix and WTIC-TV Hart-
ford, Conn.; Warner features to KOSA-TV
Odessa, Tex., WKRC-TV Cincinnati, Ohio,
WTVN-TV Columbus, Ohio, WWLP (TV)
Springfield, Mass., WMAL-TV Washington
and WTVT (TV) Tampa, Fla.
RCA Recorded Program Services reports
sale of its tv film series Town and Country
Time, starring Jimmy Dean, to KBOI-TV
Boise, Idaho; KDIX-TV Dickinson, N. D.,
and KTRK-TV Houston. Firm also reports
sale of series to Templeton Drugs, Canadian
advertiser, who will use program in six
markets. Sales bring total market of series
to 50.
ON CAMERA
Guild Films' newest production, Light of
the World, dramatic series based on stories
from Old Testament, was scheduled to go
into production on location Sept. 30. Series
will consist of 39 episodes, produced in
color. Dialogue will be modern in language
but locale, costuming and scenic backdrops
will conform to ancient pattern. Show was
network radio program sponsored for more
than 10 years by General Mills.
TCF-TV reports filming of its new series,
Man without a Gun, will start Oct. 14, with
Peter Packer and Lou Breslow as alternate
producers. Series, with Rex Reason starred
as frontier newspaper editor, reportedly
will be released over 140 stations of NTA
Film Network in January.
Four Star Films, Hollywood, plans produc-
tion of two additional series: Doc Holliday
and The Tall Texan. Programs are sched-
uled to be ready for marketing in January.
RANDOM SHOTS
C & C Tv Corp. moves offices to 400 Park
Ave., N. Y., 22.
Playhouse Pictures, Hollywood, moves to
1401 N. La Brea Ave., Hollywood 28.
Broadcasting • Telecasting
TRADE ASSNS.
ILLINOIS GROUP
DEPLORES BMI BILL
• Concerted action planned
• WJPF's Cook named president
A resolution, in effect deploring the
Smathers Senate bill against Broadcast Mu-
sic Inc., was adopted by the Illinois Broad-
casters Assn. at its fall meeting in Spring-
field Sept. 30-Oct. 1. It urged members to
apprise their congressmen that no pressure
has been brought to bear on them, at any
time, to play BMI records on their stations.
The resolution was in reference to a
measure by U. S. Sen. George A. Smathers
(D-Fla.) to divorce broadcasters from BMI
and the entire recording business — specifi-
cally to require that networks and sta-
tions divest themselves of interests in BMI
and recording companies owned by the net-
works and/or their parent corporations
[B»T, Sept. 3, Aug. 26].
Broadcasters turned out in large numbers
for the IBA's fall meeting in the Abraham
Lincoln Hotel, with George Biggar, presi-
dent and general manager of WLBK De
Kalb and retiring IBA president, presiding
as program chairman. Charles R. Cook,
general manager of WJPF Herrin and IBA
secretary-treasurer, was elected president of
the association. Some 45 IBA member sta-
tions were represented at the meeting, high-
lighted by a banquet.
A shirtsleeve session on sales and pro-
gramming was moderated by Joe Bonan-
singa, general manager, WGEM-AM-TV
Quincy. Reports on NARTB services were
given by Merrill Lindsay, executive vice
president, WSOY-AM-FM Decatur, NARTB
Radio Board chairman; William Holm, gen-
eral manager, WLPO LaSalle, and NARTB
District 9 director on the radio board, and
Ray Livesay, president-general manager of
WLBH Mattoon, small stations represent-
ative on the NARTB board. They reviewed
the number of services offered by the trade
association.
Local radio-tv news problems were dis-
cussed by Bill Ellison, WHBF-AM-TV Rock
Island, while a discussion panel headed by
Ted Arnold, sales manager of WHBF-AM-
TV, reviewed sales aspects. Other speakers
were Vernon Nolte, general manager of
WJBC-AM-FM Bloomington, on program-
ming; Oliver Keller, president and general
manager of WTAX-AM-FM Springfield,
on freedom of information; Raymond J.
Cheney, general manager of WMIX-AM-
FM Mount Vernon, on farm programming.
Mr. Keller told of Illinois legislative action,
this past spring, which prohibited his station
from continuing taped coverage of house
proceedings.
Vernon R. Nunn, general manager of
WIZZ Streator, reviewed how his outlet
started its own weathercasting station and
an annual project whereby high school stu-
dents are permitted to staff the station one
day every year. Luncheon speakers were Dr.
Theodore Peterson, U. of Illinois dean of
communications-journalism, and High Cor-
dier, of the same department, who described
how it places college graduates in broad-
Yes .... Six Appeal is what motivates
viewers and buyers alike in the
WCSH-TV Market!
It's the right blend of production — network, film
and live programming — alert news telecasting,
public service with a purpose and customer re-
lations, all administered by veterans — and it
works.
Surveys repeatedly place WCSH-TV first in viewer
preference and in homes penetration in this 13-
county southern Maine-eastern New Hampshire
area. National and local spot advertising volume
confirm these findings.
Let your Weed-Television man fill you in on the
best TV buy in this billion dollar market.
WCSH-TV
PORTLAND, MAINE
NBC-TV Affiliate
Broadcasting • Telecasting
October 7, 1957 • Page 61
TRADE ASSNS. continued
and still growing
ROCKFORD
New, industries continue to come to
Rockford . . . and' companies already
here continue 'to expand. That is why
Rockford has become the NO. 1 City
in Illinois (outside Chicago) . . . and
a rich market for your products or
services. Rockford is the 2nd largest
machine tool center in the world . . .
3?itn in the USA in expendable income
. .. . 36th in buying power . . . and
13th in Postal "Savings.
and still growing
Survey after Survey of 14
counties indicates Uncontested
Dominance of Northern Illinois-
Southern Wisconsin area by
WREX-TV.
Combined rural and industrial
following . . . ideal for test
campaigns.
casting. Frank Schooley, manager of the
university's WILL-AM-TV Champaign-Ur-
bana, discussed the work of the Assn. for
Professional Broadcast Education in collab-
oration with NARTB.
Automatic programming talks and dem-
onstrations featured second-day activities
under the leadership of Robert Paulson,
sales manager of Ampex Corp., and Leon
Hase, its midwest manager.
The IBA resolution noted that over 90%
of all Illinois broadcasters operate under
blanket agreements with both BMI and
ASCAP and claimed that "during the past
several years approximately twice as much
money has been paid to ASCAP as to BMI
for music performance rights." It pointed
out that the very "existence of BMI has pre-
vented a monopoly in the music licensing
business."
"Contrary to implications," the resolu-
tion continued, BMI has never exercised
"any pressure" on Illinois broadcasters to
play BMI records "in any advantageous
manner over the musical selections licensed
by others."
In his talk on news problems. Mr. Ellison
asserted that "good news coverage builds
prestige, and prestige builds a listening
audience which attracts advertisers."
Aside from Mr. Cook, other IBA officers
elected were R. Karl Baker, vice president-
general manager of WLDS Jacksonville, vice
president, and M. H. Stuckwish, general
manager of WSOY Decatur, secretary-treas-
urer. Bruce Dennis, program manager of
WGN Chicago, was elected to the board of
directors, along with Mr. Biggar.
NARTB's Anello Tells N. D. Court
Outlets Should Be Libel-Exempt
Broadcasters should be immune from li-
bel suits growing out of political speeches
broadcast under FCC's equal time regu-
lation, NARTB contended Thursday in
North Dakota Supreme Court. Arguing in
the WDAY-TV Fargo, N. D., case, Douglas
A. Anello, NARTB chief attorney, asked
the court to uphold a lower court ruling
throwing out a libel suit against the station
for statements broadcast by a third-party
candidate.
At the hearing, held in Bismarck, N. D.,
Mr. Anello argued that enactment of the
Communications Act by Congress had occu-
pied the field of interstate communications
and had vested regulatory control in the
FCC. This makes conflicting state laws in-
operative, he contended.
Broadcasters can't avoid the equal-time
issue by refusing to air all political talks,
Mr. Anello argued. He observed that
WDAY-TV had admitted libel, defending
itself on the ground it was powerless to pre-
vent statements by a third party candidate
who attacked the Farmers Union. Sec. 315
of the law requires that all candidates be
given equal time and specifically bans cen-
sorship of their material, he added, noting
that if there is no immunity from liability
the federal prohibition against censorship
is unconstitutional in that it deprives a
person of property without due process.
NARTB took part in the hearing as a
friend of the court.
RTNDA Agenda Set
For Nov. 6-9 Meet
News broadcasters, providing one of the
industry's most salable program commodi-
ties, will meet in Miami Beach, Fla., Nov.
6-9 at the annual convention of the Radio-
Television News Directors Assn. Sessions
will be held at the Balmoral Hotel, with
delegates coming from Canada as well as
all parts of the United States.
Ted Koop, CBS Washington director of
news and public affairs and RTNDA presi-
dent, said the program will include a series
of workshops and panels designed to show
the latest and best ways of presenting news
on radio and tv. Plans will be drawn to
continue RTNDA's aggressive fight to ob-
tain equal access with print media in re-
porting public events.
The convention opens the evening of
Nov. 6 with a business session followed by
a reception by Miami stations.
A radio workshop the morning of Nov.
7 will be conducted by Lee White, KROS
Clinton, Iowa, RTNDA radio vice presi-
dent. On the panel will be Bayliss Corbett,
WGTO Haines City, Fla.; Bert Cannings,
CFCF Montreal; Dick Sanders, WJDX
Jackson, Miss., and David Loring, WGIL
Galesburg, 111. News budgets and techniques
are included in the workshop.
Tom Eaton, WTIC Hartford, RTNDA
past president, will give the keynote speech
at the Nov. 7 luncheon. In the afternoon
a television news workshop will be con-
ducted by Ralph Renick, WTVJ (TV) Mi-
ami, the association's tv vice president.
Election of officers and other business
will be handled the morning of Nov. 8. At
the luncheon, T. R. P. Hole, British Broad-
casting Corp. news editor, will be speaker.
A freedom of information roundtable will
be held in the afternoon, conducted by
Julian Goodman, NBC Washington. Taking
part will be Murray Snyder, Assistant Sec-
retary of Defense, and Robert D. Swezey,
WDSU-AM-TV New Orleans, chairman of
the NARTB Freedom of Information Com-
mittee.
The final morning will open with a tele-
vision session featuring demonstrations of
network news coverage. Canadian members
of RTNDA will be in charge of the lunch-
eon programming. Annual RTNDA awards
for news coverage will be presented in the
afternoon along with the second Paul White
Award for service to news broadcasting. A
banquet will wind up the program.
Jack Krueger, WTMJ Milwaukee, is pro-
gram vice president, with Mr. Renick local
convention chairman.
Morse To Open RAB Clinic
Sen. Wayne B. Morse (D-Ore.) will
address the opening-day luncheon of the
3rd annual National Radio Advertising
Clinic tomorrow (Tuesday) at the Waldorf-
Astoria, New York, according to Kevin B.
Sweeney, RAB president. Approximately
600 advertiser and agency executives and
250 radio broadcasters are expected to
attend. Sen. Morse will discuss the economic
future of the U. S.
WREX-TV
sales power!
WREX-TV— "The Viewers' Choice"
DELIVERS your message to the buyers
in this rich industrial and agricultural
market.
The consistent high quality in produc-
tion, promotion and merchandising of
both spots and programs has earned
many major awards for WREX-TV this
year! For the best medium to reach this
Rockford area market consult H-R for
the WREX-TV story.
J. M. BAISCH, General Manager
REPRESENTED BY H-R TELEVISION, INC.
CHANNEL 13
0 (§]
Page 62 • October 7, 1957
Broadcasting • Telecasting
(This is one of a series of full page ads appearing regularly in the NEW YORK TIMES)
New Nationwide Politz Study Confirms
Strategy of Using Leading Radio Stations
More and more, experienced advertisers are shifting their
dollars into the exciting new mass selling strategy first illu-
minated by a series of studies conducted by Alfred Politz
Research, Inc. This strategy uses radio in a new and powerful
way— concentrating on just 48 selected stations out of the
3,000 now broadcasting. It is called The Nation "s Voice.
Previously, this strategy was demonstrated by five studies of
individual major markets. Five separate times Politz research
documented the fact that the leading stations earned the
greatest audience respect and led in audience size— by wide
margins. In a recently released regional study, this same
principle was again convincingly confirmed.
Now, a new nationwide Politz study has just been completed.
It measures, for the first time, the composite force of the 48
stations comprising The Nation's Voice. It confirms, with
clear-cut facts, the values of the leading station concept.
The new study shows that The Nation's Voice stations actu-
ally reach an adult audience of 21 to 27 million different
listeners in the average week. This is more individuals than
read the leading newspaper supplement; it is an audience
substantially larger than that of 2 of the 3 highest ranked
weekly national magazines, measured on a comparable basis.
The impact of these great stations is easy to understand. Radio
—more lhan any other medium— is a personal medium. Radio
is a constant companion because it follows people where\e:
they go. serves them while they are doing other things.
Listeners have come to trust and respect the stations with
high broadcast standards— with authoritative service pro-
grams . . . with reliable news. These are the stations thev
choose as their favored companions. Because of the trust and
respect they inspire, these great stations have become big in
audience size as well as deep in personal impact.
Whether your advertising appropriation is $25,000 or runs
into millions, it will pay you to investigate this new and im-
portant way of using radio. Call the Christal office nearest you.
FIRST ON EVERY LIST ARE THESE 18 GREAT RADIO STATIONS
WBAL Baltimore
K0A D.nv.r
KTHS Utile Rock
WTMJ Milwaukee
Represented Nationally by
WAPI Birmingham
WJR Detroit
KFI Los Angeles
WHAM Rochester
WGY sch enectady KWKH Shreveport
WBEN Buffalo
WTIC Hartford
WHAS Louisville
WSYR Syracuse
WGAR Cleveland
WDAF Kansas City
WCKR Miami
WTAG Worcester
HENRY I. CHRISTAL COMPAHY, INC
NEW YORK • CHICAGO • DETROIT • BOSTON • SAN FRANCISCO • ATLANTA
Broadcasting • Telecasting
October 7, 1957 • Page 63
TRADE ASSNS. continued
2,000,000 +
all different families
. . different each survey,
different all year
Pulse rings doorbells,
interviews families
right in their homes. The
one-and-only method used
by Pulse since 1941.
Page 64 • October 7, 1957
Pioneers' Member Goal Set
At 2,000 by Patt, Taishoff
Opening a drive to increase membership
in Radio Pioneers to 2,000, John F. Patt,
president of WJR Detroit and head of the
pioneers, has announced receipt of some
40 member applications.
Sol Taishoff, editor-publisher of B»T, and
membership chairman of the professional
group, is being aided by these committee-
men: Waldo Abbott, U. of Michigan; Joe
Baudino, Westinghouse Broadcasting Co.,
Washington; George Burbach, KSD-TV St.
Louis; Harry Burke, KODE-TV Joplin, Mo.;
Harry Butcher, KIST Santa Barbara, Calif.;
Roger Clipp, Triangle Stations; Bob Convey,
KWK St. Louis; Quenton Cox, Portland,
Ore., station representative; Walter Damm,
WTMJ-TV Milwaukee; William Fay,
WROC-TV Rochester, N. Y.
Earl Gammons, Washington consultant;
Ben Gimbel, WIP Philadelphia; Jules Her-
buveaux, WMAQ-WNBQ (TV) Chicago;
Harold Hough, WBAP-AM-FM-TV Fort
Worth, Tex.; John Karol, CBS, New York;
Leonard Kapner, WCAE-TV Pittsburgh;
Alex Keese, WFAA-AM-TV Dallas; Howard
Lane, KOIN-AM-TV Portland, Ore.
Merrill Lindsay, WSOY-AM-FM Decatur,
111.; Lee Little, KTUC Tucson, Ariz.; C. T.
Lucy, WRVA-AM-TV Richmond, Va; Paul
Loyet, WHO-AM-FM-TV Des Moines,
Iowa; Glenn Marshall Jr., WMBR-AM-FM-
TV Jacksonville, Fla.; Gilmore Nunn, Lex-
ington, Ky.; William Quarton, WMT-AM-
TV Cedar Rapids, Iowa.
Clyde Rembert, KRLD-AM-FM-TV Dal-
las, Tex.; John Schilling, KMBC-AM-TV
Kansas City; Hank Slavick, WMC-WMCF
(FM)-WMCT (TV) Memphis, Tenn.; F. C.
Sowell, WLAC-TV Nashville, Tenn.; Hugh
Terry, KLZ-AM-TV Denver; Chet Thomas,
KXOK St. Louis; Eugene Thomas, KETV
(TV) Omaha.
C. Robert Thompson, WBEN-AM-TV
Buffalo, N. Y.; Donald Thornburgh, WCAU-
AM-FM-TV Philadelphia; Walter Wagstaff,
KGW-AM-TV Portland, Ore.; Lee Wailes,
Storer Broadcasting Co., Miami, Fla.; War-
ren Williamson, WKBN-AM-FM-TV
Youngstown, Ohio; Hoyt Wooten, WREC-
AM-TV Memphis; Gayle V. Grubb, Storer
Broadcasting, San Francisco; Jeff Sparks and
Wendell Hall.
La. Broadcasters Elect Hamm
Jerry Hamm of KLFY-TV Lafayette was
named president of the Louisiana Assn. of
Broadcasters at its annual convention in
Baton Rouge. Also elected were John Chau-
vin, KEUN Eunice, radio vice president;
Douglas Manship, WBRZ-TV Baton Rouge,
television vice president: Gene Jones,
KSLA-TV Shreveport, treasurer, and Rolfe
H. McCollister, executive secretary.
The broadcasters passed a resolution pro-
testing a recent Louisiana Public Service
Commission order that a regulated business
keep separate records of expenses for radio,
tv and newspaper advertising, on the
grounds that such an order could be extend-
ed to businesses in general and possibly
threaten free speech and restrict the use of
radio and tv advertising.
PRESIDENTS Frank Stanton of CBS
(1) and Robert W. Sarnoff of NBC (r)
watched as Elmer C. Walzer (c), presi-
dent of the Deadline Club, New York
City's professional chapter of Sigma
Delta Chi, introduced the chapter's
initiates at the fall meeting. Among
the initiates was Leonard Goldenson,
president of AB-PT.
Radio Sets Up in First Half,
But Tv Receivers Down, Says EIA
Production of radio sets is running well
ahead of 1956 but tv output is down, ac-
cording to factory reports by Electronic
Industries Assn. (formerly RETMA).
Radio output for the first eight months of
1957 totaled 8,765,606 sets, including
3,392,926 auto receivers, compared to
8,216,707 sets (including 2,710,303 auto
sets) made during the same 1956 period.
Tv output totaled 3,756,533 sets during
the first eight months of the year com-
pared to 4,365,060 in the like 1956 period.
Of 673,734 tv sets made in August, 88,615
had uhf tuners compared to 90,419 uhf sets
produced in August 1956.
Sales of radio sets at retail totaled 4,947,-
006 in the first eight months of the year
(excluding auto sets) compared to 4,648,-
707 sold in the same 1956 period. Tv set
sales totaled 3,746,834 in the first eight
months compared to 3,839,718 in the same
eight months of 1956.
Radio and tv set production in 1957
follows:
Automobile
Television Radio
January (1957)
February
March (5 weeks)
April
May
June (5 weeks)
July
August
TOTAL
450,190
464,697
559,842
361,246
342,386
543,778
360,660
673,734
521,624
522,859
597,532
380,452
396,151
416,058
256,279
301,971
Total
Radio
1,085,529
1,264,765
1,609,073
1,115,813
1,023,771
1,088,343
612,588
965,724
3,756,533 3,392,926 8,765,606
Johnston Heads Radio-Tv Club
Sam Johnston, general manager of
WTVN Columbus, Ohio, has been elected
president of the Columbus Radio-Televi-
sion Executives Club for the organization's
third year. Named to serve with him: Dorrit
Williams, account executive and radio-tv
director, Kelly & Lamb Adv. Agency, club
agency representative; John Metzger, ac-
count executive, Byer & Bowman Adv.
Agency, first vice president; Bill Selander,
sales manager, WVKO, second vice presi-
dent; Shirley Dunham, publicity director,
WVKO, third vice president, and Val Hat-
temer, accountant, WTVN-TV, treasurer.
Broadcasting • Telecasting
Missourians Elect Barrington,
State UP Organization Set Up
Election of Bruce Barrington, president
of WEW St. Louis, to presidency of the
Missouri Broadcasters Assn. and formation
of the UP Broadcasters Assn. of Missouri
highlighted the MBA fall meeting last
month.
Others on the successful MBA slate were
William Clark, KFSB Joplin, vice president,
and Ed Dahl, KLIK Jefferson City, secre-
tary-treasurer. E. A. Richter of Jefferson
City was engaged as executive secretary.
Elected to the board: Clarence Brezel,
KCMO Kansas City; Earl Daugherty, Mex-
ico; Harold Douglas, KMMO Marshall, and
Charles Harrison, KBOA Kennett.
At its organizational meeting the UP
Broadcasters Assn. of Missouri chose W. H.
(Bill) Clark, general manager of KFSB Jop-
lin, to serve as its first president. Mr. Dahl of
KLIK was elected vice president and Mac
Sebree, Jefferson City UP bureau manager,
secretary.
Both groups protested a state ban on
releasing names of juveniles arrested.
UPCOMING
October
Oct. 7-9: 13th Annual National Electronics Con-
ference. Hotel Sherman, Chicago, HI.
Oct. 7-11: Fall meeting, American Institute of
Electrical Engineers, Hotel Morrison, Chicago.
Oct. 8-9: Third annual National Radio Adver-
tising Clinic, RAB, Waldorf-Astoria, New York.
Oct. 8-12: 1957 Convention of the Audio Engi-
neering Society, New York Trade Show Build-
ing.
Oct. 10-11: Alabama Broadcasters Assn., fall
conference, U. of Alabama and Hotel Stafford,
Tuscaloosa.
Oct. 11-12: Ohio Assn. of Radio & Tv Broad-
casters, Deshler-Hilton Hotel, Columbus.
Oct. 11-13: Annual convention, AAAA Western
Region, Sun Valley, Idaho.
Oct. 11-13: American Assn. of Advertising Agen-
cies, Western Region, 20th annual convention,
Sun Valley, Idaho.
Oct. 12 : UP Broadcasters of Illinois, Hotel Jeffer-
son, Peoria.
Oct. 12: UP Broadcasters of Michigan, Lansing.
Oct. 12: First radio-tv workshop, American
Women in Radio -and Television, Central New
York Chapter, Sheraton Hotel, Rochester.
Oct. 12-13: Fall sessions, Illinois News Broad-
casters Assn., Jefferson Hotel, Peoria.
Oct. 18: UP Broadcasters of Wisconsin, Mead
Hotel, Wisconsin Rapids.
Oct. 20-21: Texas Assn. of Broadcasters, Baker
Hotel, Dallas.
Oct. 21-22: Central Canada Broadcasters Assn.,
annual meeting, King Edward Hotel, Toronto.
Oct. 25-26: Indiana Broadcasters Assn., fall meet-
ing, FBench Lick Springs.
Oct. 27: Missouri AP Radio & Television Assn.,
Jefferson City.
Oct. 29: Convention, National Assn. of Educa-
tional Broadcasters, St. Louis.
Oct. 31-Nov. 1: North Carolina Assn. of Broad-
casters, Robert E. Lee Hotel, Winston-Salem.
November
Nov. 5-7: Eleventh National Conference, Public
Relations Society of America, Waldorf Astoria,
New York City.
NARTB CONFERENCES
Region 5 (Minn., N. D.,
East S. D.. Iowa,
Neb., Mo.)
Region 8 (Wash., Ore.,
Calif.. Nev., Ariz.,
T. H.)
Region 7 (Mountain
States)
Region 6 (Kan., Okla.,
Texas)
Region 3 (Fla., Ga.,
Ala., Miss., La., Ark.,
Tenn., P. R.)
Broadcasting • Telecasting
Oct. Muehlebach Hotel
10-11 Kansas City
Oct. Multnomah Hotel
14-15 Portland, Ore.
Oct. Brown Palace
17-18 Hotel, Denver
Oct. Baker Hotel
22-23 Dallas
Oct. Peabody Hotel
24-25 Memphis
The Newest Look
in New Orleans TV
SEE YOUR KATZ REPRESENTATIVE
for M O RE
MORE
MORE
ON CHAN
NEW ORLEANS f®} IN THE CRESCENT CITY
October 7, 1957 • Page 65
PROGRAM SERVICES
OKLAHOMA
CO-SPONSOR
Page 66
EL CHICO FOODS, INC.,
co-sponsors of THE CISCO KID
in Oklahoma City, report thru
Purnell Advertising:
"With THE CISCO KID
behind our sales efforts, El
Chico Foods placed their
line in 8 out of 1 0 dealers
approached in the 46-
county area where THE
CISCO KID is received.
Through THE CISCO KID,
El Chico Foods has been
able to place displays in
many stores who previous-
ly refused them."
Ask to see more success stories of
THE WORLD'S 6REATESJ SALESMAN!
'THE CISCO KID"
ZIV
October 7, 1957
SKIATRON OPEN WIRE
RULED OUT IN CALIF.
• PT&T turns down Parax
• Milwaukee permit granted
Pacific Telephone & Telegraph Co. has re-
jected the application of Skiatron Tv Inc. for
permission to install Parax open wire lines
on PT&T poles to transmit closed-circuit tv
programs to the homes of subscribers in Los
Angeles, San Francisco and other California
cities.
[Although admittedly set back by the Cali-
fornia development, Skiatron made a gain
in another area last week. In Milwaukee the
Common Council granted Skiatron a permit
to operate a closed-circuit pay-tv system
there. Although no arrangements have been
concluded on installations, a Skiatron spokes-
man said the firm hoped to be programming
in Milwaukee by next fall.]
"We won't use open wire lines ourselves
for any new installation," a PT&T spokes-
man told B*T, "and we won't allow anyone
else to use them on our facilities. Open wire
in our opinion, just doesn't measure up to
cable." The telephone company formerly
made much use of open wire lines, but in re-
cent years it has restricted installations al-
most exclusively to cables, he said.
Alan Lane, Skiatron vice president in
charge of operations, who has been engaged
in many of his company's negotiations with
California municipalities for closed-circuit
tv franchises as well as with PT&T for facili-
ties, admitted that the refusal would deprive
his organization of an economic advantage
over competing toll tv companies who have
based their costs on the use of cable connec-
tion.
The Parax open wire line system was given
a clean bill of health in an FCC check made
in mid-September. Robert I. Stratton, assist-
ant engineer of the FCC field office in Los
Angeles reported that the experimental Parax
line installed by Skiatron neither picked up
interference from power lines and auto-
mobile traffic nor produced any excessive
I radiation that might cause interference with
other services.
"Although Skiatron was using 200,000
microvolts, about twice as much as under
normal operating conditions, the radiation
was well within limits set by the FCC," Mr.
Stratton said. Although the Parax line is in-
stalled "in the toughest parts of Los Angeles
for automobile interference," Mr. Stratton
reported that programs transmitted over the
open wire lines came in clear and completely
free from interference.
WOL Offers C-C Tv Channel
To Educational Institutions
An offer to provide one of its closed cir-
cuit tv channels to District of Columbia
educational institutions was made last week
by WOL Washington, an applicant for a
franchise to wire the capital city for pay
tv [B«T, Sept. 16].
Henry Rau, president of WOL, has writ-
ten to the superintendent of D. C. schools
and to the presidents of Washington's five
universities (George Washington, George-
town, Catholic, American and Howard),
offering to set aside one of the channels
in the prospective closed circuit toll tv sys-
tem for educational use. The channel would
be free to the users. In his letter, Mr. Rau
suggested that a cooperative arrangement
be made among the various educational
organizations in the Washington area to
be responsible for the programming on this
channel. He asked for comments and sug-
gestions.
L. A. City Council Opens
Bids for Pay Tv Franchises
The Los Angeles City Council last Mon-
day opened sealed bids on three city fran-
chises for closed circuit toll tv systems ap-
plied for by Skiatron Tv Inc., International
Telemeter Corp jointly with Fox West Coast
Theatres and Harriscope Inc. Each com-
pany had bid for its own franchise; each
had bid the minimum amount called for in
the city's franchise form (2% of gross reve-
nue); each bid was accompanied by a
cashier's check for $500 as evidence of good
faith. A call for further bids evoked no re-
sponse from the audience at the council
meeting.
At the motion of Councilman John C.
Holland, who earlier in the month had giv-
en the only vote in opposition to advertising
the non-exclusive franchises for bids to be
opened Sept. 30 [B»T, Sept. 23], the council
unanimously referred the bids to the city
administrative officer for study as to the
responsibilities and qualification of the bid-
ders, with instructions for his findings to be
reported to the council's Committee on In-
dustry & Transportation. Presumably, if all
bidders are found acceptable — and pre-
sumably, they all will be — the franchises
then will be issued.
In San Francisco, where no toll tv fran-
chise can be issued before Nov. 26 because
of a city statute requiring 90 days to elapse
between the filing of an application and the
granting of a franchise [Skiatron's, the first,
was filed Aug. 26] the finance committee of
the city's board of supervisors has begun
asking questions about the financial re-
sources of the applicants, prompted by com-
plaints from motion picture theatre interests
who fear this new competition. Neither
Skiatron nor Telemeter complied immedi-
ately with the committee's request for full
financial statements, but Alan Lane, Skiat-
ron vice president, told the committee that
his company has given Horace Stoneham,
owner of the Giants baseball team which is
moving from New York to San Francisco,
"a cash advance of $500,000 and a guaran-
tee of several millions more" in exchange
for the right to take the Giants' games into
Bay Area homes via Skiatron's system of
closed circuit toll tv.
Loesser Sues WCMB on Rights
Composer Frank Loesser. member of
ASCAP, has filed suit for copyright in-
fringement against Rossmoyne Corp.,
owner of WCMB Harrisburg, Pa., the
licensing society announced Thursday. Mr.
Broadcasting • Telecasting
BARCLAY RUSSELL
Take a bit of wit, a feel
for music, a warm ap-
proach and you have
"Barco", whose morning
show on WOAI is a fav-
orite in San Antonio and
South Texas. Barclay is
also production manager
for WOAI Radio with
years of experience as
announcer, actor and
musician !
BILL McREYNOLDS
South Texas' only radio farm special-
ist, Bill spends about 50% of his time
out in the fields taping interviews
with county agents, 4-H Club mem-
bers, farmers and ranchers! He's had
lots of advertiser success stories on
his 6:15 A.M. "WOAI Farm News".
HENRY HOWELL
"My wife and I have put
most of our faith in
a news broadcaster and
weather expert in San
Antonio-Henry Howell-
who gives the lowdown
on the weather in great
detail over Station WOAI
at 12:15 P.M. every day."
-Stanley Walker, former
N.Y. newspaperman, now
a Texan! All South Texas
knows and listens to
Henry !
AARON ALLEN
Put a "geetar" in his
hands, and Aaron Allen
immediately becomes a
folk-singin' son-of-a-gun
from Texas! On the air,
he mixes a splendid selec-
tion of Western recorded
music with an occasional
song of his own. "Double
A" is another example of
WOAI's VIP list— Vari-
ety In Personalities !
BEST BUY
EVER!
NCS No. 2 SHOWS WOAI
HAS MORE LISTENERS:
MONTHLY, WEEKLY, DAILY
WOAI HAS:
248% MORE RADIO
LISTENING HOMES
than San Antonio station $2
197% MORE MONTHLY
LISTENING HOMES
than San Antonio station ^2
184% MORE WEEKLY
LISTENING HOMES
than San Antonio station $2
203% MORE DAILY
LISTENING HOMES
than San Antonio station #2
Count 50% counties — count all
counties — count circulation in radio
homes reached and, as usual, it
takes BIG WOAI RADIO to cover
BIG SOUTH TEXAS (and lots of
bonus area, too)!
YOU CAN BUY
10 PRIME 1 -MINUTE
ANNOUNCEMENTS
A WEEK FOR $170
NBC AFFILIATE - Represented Nationally by EDWARD PETRY and COMPANY, INC.
Broadcasting • Telecasting
October 7, 1957 • Page 67
EDUCATION
ATAS Sets Writers Workshop
A proposed Writers Workshop has been
given approval by the board of gov-
ernors of the New York chapter of the
Academy of Television Arts and Sciences.
The workshop is designed to develop new
writers and writing techniques in television.
The plan calls for an original "student"
body of about 40, made up of writers either
newly established in television or estab-
lished in other writing fields who want to
make the transition to dramatic writing in
tv. There will be four seminar groups, to
be conducted by such tv writers as Paddy
Chayefsky, Rod Serling and Robert Alan
Arthur.
Boston U. Holds Tv Seminar
"Television as a means of instruction"
will be emphasized during the First Inter-
national Educational Television Seminar to
be held Oct. 9 and 10 in Boston, under the
auspices of Boston U.'s School of Public
Relations & Communications, according to
an announcement by President Harold C.
Case and Dean Melvin Brodshaug of the
university.
PERSONALITIES
Live personalities whom
the people of Houston
can see . . . and know
. . . and reach out and
touch as their friends
helps us to deliver a
warmer, more responsive
market for the advertiser.
Houston's top TV
personalities are "live"
on KTRK-TV. turn to
Page 76
KTRK-TV
CHANNEL 13 HOUSTON
Page 68 • October 7, 1957
PROGRAM SERVICES continued
Loesser alleges that copyrighted songs were
performed by the station without authoriza-
tion. Songs involved are "Guys and Dolls,"
"Sue Me" and "A Woman in Love."
Plaintiff is asking the U. S. District Court
for the Middle District of Pennsylvania to
restrain WCMB from performing the songs
in the future and to award damages of $250
for each unauthorized performance, together
with court costs and attorney fees.
New PR Record Service Formed
A new company, Recorded Communica-
tions Inc., has been founded to apply broad-
cast techniques to corporate public rela-
tions. The firm initially will produce record-
ed conversations (on 33 rpm discs) with
top industry leaders, distribute them among
stockholders and lower-echelon management
so that "we can bring into focus the 'face-
less men' who run America's great corpora-
tions." The founder-president is Arnold
Michaelis, a former executive with Colum-
bia Records Div., CBS Inc.
The firm is headed by Mr. Michaelis, pub-
lic relations executive William H. Baldwin
and management engineer Eugene S. Talia-
ferro. Joining Mr. Michaelis as vice presi-
dent in charge of production is Jerome M.
Landay, a former WRCA-AM-TV New
York producer and more recently vice presi-
dent of Texanco Enterprises.
BMI, BMI Canada Plan Awards
Broadcast Music Inc., New York, and
BMI Canada Ltd., have announced the
sixth annual Student Composers Radio
Awards "to further the creation of concert
music." The awards total $13,500. Deadline
is Feb.. 15, 1958.
C-C for U. of Maryland
The U. of Maryland board of regents
has appropriated $68,500 for a closed-
circuit tv system for the university. The
system will be used to help alleviate a
teacher shortage and to train students in
television, it was reported.
'Tv Guide' Opens 50th Edition
Tv Guide published its 50th regional edi-
tion Saturday when the Scranton-Wilkes-
Barre, Pa., edition was split in two. The
new 72-page Binghamton edition covers
programming in Binghamton, Elmira, Syra-
cuse, all New York, and Wilkes-Barre and
Scranton. The Scranton-Wilkes-Barre edi-
tion, also 72 pages, covers eight counties in
Pennsylvania. Both editions headquarter in
the Brooks Building, Wilkes-Barre.
PROGRAM SERVICE SHORTS
Harry S. Goodman Productions, N. Y., re-
ports it has acquired for syndication over
350 short segments (three to four minutes
each) of Allen Funt's comedy material pre-
pared for disc jockey shows.
Sound Recording Inc., N. Y. (recording
company for advertising, radio-tv and film
industries), has been established at 550 Fifth
Ave. Morton Schwartz is president of new
company.
Radio Gospel Fellowship, Denver, is offer-
ing quarter-hour devotional broadcast, The
Quiet Time, to limited number of stations
without charge. Audition tape supplied upon
request to Radio Gospel Fellowship, P. O.
Box 72, Denver.
KHJ Starts In-School Series
A radio series for in-school reception,
Radio Ways to Learning, starts today
(Monday) as a Monday-Friday, 9:15-9:30
a.m. program on KHJ Los Angeles, with
Coca-Cola Bottling Co. of Los Angeles as
sponsor. The programs, produced by the
Los Angeles Board of Education, are aimed
at all grades and designed to stimulate in-
terest in a wide variety of subjects, rang-
ing from music to civics.
EDUCATION SHORTS
Education Committee of Society of Motion
Picture & Tv Engineers, N. Y., is sponsoring
extracurricular course, "Use and Handling
of Film in Television," at UCLA. Sessions
began Sept. 26 and will last for 17 weeks.
WCAU-TV Philadelphia and U. of Pennsyl-
vania are offering specialized laboratory-
classroom courses in field of communica-
tions. Students will receive actual radio and
tv experience during weekly periods held at
WCAU-TV studios. They will write and pro-
duce original scripts and also meet station
executive and department heads who will
give advice on broadcasting.
Ithaca College, Ithaca, N. Y., plans to con-
struct and .equip college radio-television
studio. Facilities will include classroom seat-
ing 54 students, two radio studios, radio
control room, projector room for tv films,
music library, news room, office for student
crews and two faculty offices large enough
to accommodate small seminars and repair
shop.
Broadcasting • Telecasting
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P.O. BOX 7186, TULSA, OKLA.
Broadcasting • Telecasting
October 7, 1957 • Page 69
STATIONS
AUTOMATION SPEEDS SPOT SALES
Univac-created electronic brain expedites PGW's time-selling services
The electronic brain that uses the princi-
ples of Univac is being put to work in the
business of time selling. At Peters, Griffin,
Woodward Inc.. automation has arrived.
Live executives, salesmen and secretaries
greet the visitor at PGW's 18th floor offices
in the Postum Building at 250 Park Ave. in
New York. This is as it always has been.
But in an air-conditioned office apart from
the main stem, doors close off an electronic
beehive.
Behind these doors, an electronic system
that stores information on programs, avail-
abilities and rates for both radio and tv now
is in use. The robot-like genius that does
these things was created after many months
of study by Remington Rand's Univac Div.
and the station representative [B»T, Nov.
19, 1956]. It employs the principles of Uni-
vac, the electronic wizard that can calculate
a mathematical problem of astronomical
proportion or just as easily predict who will
win an election.
At PGW, where the system has been oper-
ating these past two weeks (after two months
of dry runs), the electronic brain center is
called the "Data Processing Department."
Nucleus of this brain center is a group of
machines: the Wheeldex, interpreter, tabu-
lator-summary punch, calculator, sorter, al-
phabetical punch and collator. They repre-
sent a value of approximately $17,500.
To make room for this automation, PGW
converted space that formerly housed a
conference room and adjacent quarters.
Why automation? As the representative
for 31 radio and 31 tv stations throughout
the U. S., PGW's responsibilities for service
are important and great. They apply equally
to advertisers and agencies that buy time
on the stations.
Thus the emphasis at PGW is on contin-
ual improvement of its servicing procedures
— hence, the electronic nerve center.
This electronic brain center is designed to
provide fast and accurate service to agen-
cies, advertisers and stations. With the Rem-
ington Rand machines, PGW now can
process requests for availabilities on both
spot radio and spot tv within hours, even
minutes. These processes include schedules
cleared, offered, sold and confirmed.
A new nerve center cannot be installed
and used instantly and exclusively, without
severing the other parts of the body. Thus,
the PGW's electronic unit is becoming a re-
ality only after a long, agonizing "getting
used to each other" period. It took two
years, from the time PGW began searching
for a system to D-Day when the system was
first put to use. Before the premiere of the
station representative's electronic system it
had two months of dry runs.
In the meantime, kinks are being straight-
ened out, people in the business are getting
used to the electronic brain, and it is getting
THE END PRODUCT of PGW's electronic brain center is this list of availabilities held by
President H. Preston Peters (see facing page for a larger view of the machine's products).
Viewing the operation are Jones Scovern, vice president-treasurer, and Russel Woodward
(r), executive vice president. Other phases of PGW's electronic system are pictured on
page 72.
used to the business. It will take another 30
days before the last traces of the old, manual
routine of routing orders are wiped away.
Some phases of the former handling were
preserved, mainly to take care of older sales
for which it would have created unnecessary
confusion to apply the electronic brain.
Speed, accuracy and compactness are the
triple benefits that PGW expects will accrue
to the benefit of all. For example:
• It takes perhaps as much as a half-hour
on an average for a 15-line availability sheet
to be manually typed and prepared for use.
The tabulator prints 100 lines of availabili-
ties per minute.
• To become obsolete at PGW: the need
to type, retype and copy the same informa-
tion over and over again in the daily routine
of the selling of time and confirming broad-
cast orders.
• The sale and servicing of national spot
broadcasting schedules are simplified. This
helps both station and the buyer — agency
and advertiser.
A timebuyer normally wants to close the
advertiser's budget as fast as he can once he
has laid out the campaign market by market.
The quicker he obtains the confirmation of
a broadcast order, the faster the close-out of
the market involved.
• Complete and accurate records in sim-
ple form will be there to check for prompt
reference on such life-blood matters in the
radio-tv business as: broadcast availabilities,
confirmation of broadcast orders, confirma-
tion of schedule changes and statistics and
data for management study and special re-
ports.
• Invaluable by-product information will
be available. From the untiring brain will
come data on product categories: what's with
automobiles? soaps? tire companies? ciga-
rette firms? Who's buying what and at what
frequency on PGW stations, comparisons of
national advertisers on year-to-year, six-
month, quarterly, monthly basis.
The search for better service has been
consistent at PGW. In 1949, the firm sim-
plified forms and methods for transmitting
accurate broadcast information. But this
step soon was made obsolete by a burgeon-
ing spot business and expectations for still
greater volume in the future.
Thus, in October 1955, Jones Scovern,
vice president and treasurer at PGW, began
a study of each phase of the representative's
operation in terms of time and work energy.
His objective: to find a better mousetrap.
His analysis pointed to this conclusion:
a mechanized system could provide an an-
swer to the improvements needed in the
detailed procedures. Remington Rand engi-
neers were called in to consult on the crea-
tion of a system that would use the prin-
ciples of Univac. A first demonstration was
held in March 1956. Further revision and
refinement were needed. Exactly a year ago,
Page 70 • October 7, 1957
Broadcasting • Telecasting
WHAT HE COULD BUY
IPeters, Griffin, Woodward, INC.
Jlwneet, Jtaotio -and Sk&vi&iorv Station- JVefi/ieAenlalwei
TELEVISION AVAILABILITIES
STATION CHANNEL
W T V U MIAMI FLORIDA A
AGENCY
MR FRANK SILVERNAIL
BB O O
383 MAO I SON AVENUE
NEW YORK 17 N Y
ACCOUNT - PRODUCT
AMERICAN TOBACCO COMPANY
HIT PARADE- C I GARETTES
l_ M
AFFILIATION
CBS
SALESMAN
HASKELL
MO. DAY YR.
9I1 e| 5 ?j
MO. j DAY j Y
FROM 9 ll 5 15 7 THRU
CONTRACT YEAR
ANN 1/05/57
PRECEDING PROGRAM
IN 4 STAR FE.A
TAKE. OFF
WEST POINT
J DURANTE.
PVT SECRETARY
C L I MAX
BRAVE EAGLE
O HENRY P L Y H S
TOTAL THIS CONTRACT YEAR
FOLLOWING PROGRAM
T'JRE
PVT SECRETARY
DlST I NY
3 RAVE. EAGLE,
O TELL TRUTH
CL I M A X
GALE STORM
STUD I
RATE CARD NO.
1 3
112 5
O N
3 o
3 O
3 O
o o
o o
o o
C L
P M
P M
P M
P M
P M
P M
MO. J DAY j YR.
1 2|1 4]5 7j
RATE CARD NO. E M
1 &\ 1' 1| 7
P A
SB
S 3
SB
I D
I D
I D
O O
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1 3
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THE PROBLEM: Frank Silvernail of BBDO wanted to buy
some spots for Hit Parade cigarettes on WTVJ (TV)
Miami. He wanted to know what time was available
from Sept. 15 through Dec. 14. PGW salesman J. Haskell
put the question to the electronic brain system, and
this is what came out. For example, it showed that
Mr. Silvernail could buy at 7:30 p.m. Tuesday between
"Take Off" and "Private Secretary" for $250.
THE SOLUTION: After Mr. Silvernail looked over the
availabilities, he placed the order with Mr. Haskell,
who in turn relayed the information to the electronic
brain. The resulting "Television Confirmation Broad-
cast Order" shows what he bought and what it cost
him, all in one fast operation.
STATIONS CONTINUED
revisions were completed and construction
begun on specially-designed equipment.
In the PGW-Remington Rand system,
information stored for use in fulfilling re-
quests includes: station call letters, cities,
channel, power; station rates for every
broadcast service offered by each radio or
tv station; station programming to show
available program periods, announcements,
with adjacencies and other announcement
combinations; buyers' names, the agencies,
accounts, products and brand names; con-
tract year details by accounts, products and
type of service, and detailed records of
services used — costs by products or product
classifications, and services ordered for fu-
ture broadcasting.
This is the way the system works. A re-
quest for availabilities on a station repre-
sented by PGW is routed to the Data Proc-
essing Dept. by the salesman. A "coordi-
nator" (employe familiar with station pro-
gramming, policies, rates and various steps
in the equipment's operation) assembles the
information required from the basic master
reference stored in one of four Wheeldex
machines. Punched cards show the station,
agency, buyer, account, product, type of
broadcast service (program or announce-
ment) and variable data such as days of the
week, starting and ending dates, applicable
rates and the account's contract year.
An "expediter" (one of the persons hand-
ling the machines) processes the information
through an interpreter (which automatically
interprets holes punched in cards, and prints
information on the face of the card), a
sorter (which arranges cards into any de-
sired numerical or alphabetical order) and
a calculator (which automatically adds, sub-
tracts, divides and multiplies). The finished
product is returned to the salesman (PGW
"Colonel") who made the original request —
this is a printed form in triplicate with com-
plete and accurate information.
Once this system has set up availabilities,
PGW is 80% of the way toward con-
firmation of the broadcast order. This is be-
cause all assembled information is kept on
"active" cards. Once broadcast times have
been selected and sale consummated, the
issuance of a confirmation of broadcast
order is rapid. A copy of the availabilities
submitted to and selected by an advertiser
or agency, is returned to the Data Process-
ing Dept., and a new form with six copies,
is processed. This includes the information
assembled from the master but edited and
made to conform with the actual schedule
sold. Schedule changes are handled in the
same way, that is, by reprocessing and print-
ing a new form from information assembled
previously.
The electronic processing at PGW means
machines. In addition to the descriptions
already given, the tabulator-summary punch
automatically adds, subtracts and produces
totals and grand totals, an alphabetical punch
is the automatic typewriter that accommo-
dates variable or temporary information
(punches holes in cards) and the collator
assembles several sets of cards into one set
in numerical sequence.
Will this complex of machines mean a
ABOVE: This is the Wheeldex. Gertrude
Collins (back to camera) handles master
reference cards on which is stored all broad-
cast information on PGW-represented sta-
tions.
RIGHT: Operating the sorter is William J.
Sloboda, PGW's chief accountant. Behind
him is the interpreter. The machines arrange
punch cards in numerical or alphabetical
order, interpret the card and the printed data
on the face.
BELOW: This view shows the alphabetical
punch that accommodates variable or tempo-
rary information by punching holes in cards,
and (at left) the collator that assembles sev-
eral sets of cards into one set in numerical
sequence. Checking the file is Olga Slota.
sharp reduction in staff? a pruning of sales
force? people with time on their hands?
Hardly, says Mr. Scovern, who notes the
big business of spot tv and spot radio is
geared to handle many services and perform
many jobs. The machines may ease the pres-
sure, but they will not replace anybody.
And, of course, the machines are not
robots, they are stationary, they can't get
around to timebuyers' offices nor can they
be fitted into attache cases as salesmen
make the rounds of Madison Avenue.
Page 72 • October 7, 1957
Broadcasting • Telecasting
A Golden Autumn . . .with AP news
ma**.
And you make money winter, spring and summer as well!
Nothing has the sure-fire sponsor appeal of news . . .the year
around. AP news spells maximum prestige for stations . . .maximum
profits for station operators. Write for complete details.
THE ASSOCIATED PRESS
50 Rockefeller Plaza
New York 20, New York
Broadcasting • Telecasting
October 7, 1957 • Page 73
as always • • •
New Orleans'
ONLY
STATION
with 100%
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Larry Mc Kin ley
10 to 12-noon
4 pm to Sign Off
STATIONS CONTINUED
TWO southern governors, members of the committee appointed by the Southern
Governors Conference to discuss the Little Rock situation with President Eisen-
hower, were interviewed last Tuesday over NBC-TV within minutes after the
President refused the "assurances" of Gov. Orval Faubus of Arkansas that peace
would be maintained in Little Rock if federal troops were removed. L to r: News-
men Richard Harkness, David Brinkley and Frank McGee question Gov. Luther H.
Hodges of North Carolina and Gov. Frank Clement of Tennessee.
DATELINES
LITTLE ROCK — All the radio and television
networks maintained their newsmen and
camera crews in Little Rock last week to
continue coverage of the school integra-
tion story. Pickups were fed to various
regular network newscasts, and filmed
coverage also was carried on news programs.
CBS-TV canceled its regular The Last
Word show Sept. 29 and substituted a spe-
cial Report on Integration, featuring four
southern newspapermen belonging to the
Southern Education Reporting Service.
CBS newscaster Griffing Bancroft was
moderator during the discussion, which
centered on the overall picture of integra-
tion throughout the South.
Mutual's Reporter's Roundup program
last Monday (7:35-8 p.m.) was devoted to a
discussion of school integration in the
South, with Rep. Adam Clayton Powell (D-
N. Y.) as guest. He claimed both the fed-
eral government and Gov. Orval Faubus
had mishandled the Little Rock situation.
Today (Monday) the same program will
present Gov. LeRoy Collins of Florida,
newly-elected chairman of the Conference
of Southern Governors, as guest.
WFGA-TV Jacksonville, Fla., reports it
aired exclusive interviews with six of the
governors attending the Southern Gov-
ernors' Conference in Sea Island, Ga., last
month. Station newsmen also sent back
film from the scene of the conference and
issued hourly reports on the developments
in connection with Little Rock.
A former Cincinnati housewife who now
is living in Little Rock with her Air Force
husband was contacted by WCPO Cincin-
nati, and as a result, the station received an
on-the-spot report by telephone. The sta-
tion says that in several instances, the young
woman was ahead of all the wire services.
A special 1 5-minute public opinion forum
on Little Rock and President Eisenhower
was presented last month by WLEE Rich-
mond, Va. To prepare for the broadcast;
the station reports it placed over 100 tele-
phone calls to get reactions of the man-in-
Newsworthy News Coverage by Radio and Tv
the-street as well as official comment on the
Little Rock crisis. News Director Ed
Chesnutt of KARK Little Rock provided
WLEE with "beeper" reports.
News Director Hugh Cherry of WSIX-
TV Nashville flew to Arkansas to get on-
the-scene films of the Little Rock crisis on
the morning that U. S. paratroopers arrived.
He returned to Nashville in the evening
and the station aired the films on its early
evening news shows.
KWTV (TV) Oklahoma City last month
claimed to be the only local news medium
with a reporter and cameraman on-the-
scene in Little Rock fulltime. The station
reports it has presented film and phone
reports covering all the important events
there since the opening of schools on Sept.
3. In addition, a special 1 5-minute docu-
mentary study of events preceding and
leading up to President Eisenhower's action
in the crisis and his message to the people
was presented by the station immediately
following CBS-TV's telecast of the message
on Sept. 24.
Listeners of WCEF Parkersburg, W. Va.,
were given the opportunity to hear on-the-
spot interviews when the station contacted
KLVC Little Rock last month for telephone
tape recordings covering the events there.
They also heard reports of WCEF's at-
tempts to contact Gov. Faubus, Mayor
Mann, Principal Jess Mathews of Central
High School and Gen. Walker, commander
of the 101st Air Borne Div.
CLEVELAND — Not missing any bets, WERE
Cleveland got together a news staff large
enough to assign a man to all candidates in
the city's three-way mayoralty primary elec-
KCRA*tv
SACRAMENTO, CALIFORNIA
. . . the highest rated
CLEAR
HQ
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The Sepia Station
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New Orleans
Mort Silverman— Exec. V. P. & Gen. Mgr.
Gill-Perna, Inc.— Nat'/. Rep.
Page 74 • October 7, 1957
Broadcasting • Telecasting
tion Oct. 1, with enough left to cover poll
headquarters and a suburban campaign.
With direct lines to voting centers, WERE
was prepared to report an early wind-up
which marked the landslide victory of in-
cumbent Mayor Anthony Celebrezze.
For its trouble, WERE received an un-
qualified testimonial from Ben C. Green,
chairman of the Cuyahoga County Board
of Elections, who said, "While WERE has
always done a good job of election report-
ing, it provided the most complete and
thorough coverage of this year's primary
election, with direct lines to the various
headquarters. WERE was the only station
with a direct line to the Board of Elections."
WERE salesmen who had news experience
were enlisted to augment news regulars for
the primary job.
ST. LOUIS — While KXOK's Bob Shea was
at home relaxing, he heard an explosion and
rushed to investigate. As a result, the station
reports it was able to give a running news
story of service and information to its audi-
ence during a $56,000 fire-explosion at the
Imperial Refineries Corp. in Olivette, Mo.,
Mr. Shea phoned KXOK's newsroom and
gave an account of the disaster for immedi-
ate broadcast, long before the local papers
were on the street, KXOK says.
WSAN Transmitter Shot At
Reuel Musselman, joint operator of
WSAN Allentown, Pa., had a close brush
with a bullet Sept. 29 but escaped injury. He
was filling in for a vacationing operator at
the WSAN transmitter when a bullet en-
tered the window over his head at 1:50 a.m.
The shot was fired from a car which pulled
away quickly afterward. Mr. Musselman
said he thought his assailant intended only
to frighten him.
WITH FCC approval of the merger of
Transcontinent Television Corp. and
the WGR Corp. out of the way [B»T,
Sept. 30], Paul A. Schoellkopf Jr. (1),
Transcontinent's chairman of the
board, and George Goodyear, WGR
chairman, shake on the deal. Mr.
Goodyear will be elected to the Trans- j
continent board under terms of the |
agreement, which involved a con-
sideration "in excess of $5 million."
Transcontinent stations are WROC-
TV Rochester, WGR-AM-TV Buffalo,
both N. Y., and 50% of WSVA-AM-
FM-TV Harrisonburg, Va.
Your job —
and ours
We're in business to help broadcasters — not to take
over. You'll never find an Allen Kander man arbitrar-
ily telling station owners how to run their affairs.
But you can depend on an Allen Kander man for
valued assistance when you want to make any change
in your present interests or to enter the Radio-TV
industry for the first time. That's our business.
We have all sizes of properties available across the
nation, but we don't catalog them into lists. We have
many competent buyers looking for a special situation
to develop. Your property may well be what they're
waiting for.
As to financing, we are always in touch with lending
institutions and individual investors who are inter-
ested in solid situations.
Buyers and sellers meet under our type of operation
with a feeling of mutual trust and respect. It's an at-
mosphere that leads to the best results in the quickest
time.
ALLEN KANDER AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
1625 Eye St., N.W.
NAtional 8-1990
NEW YORK
60 East 42nd St.
MUiray Hill 7-4242
CHICAGO
35 East Wacker Dr.
RAndolph 6-6760
^^^^^^^^^^
October 7, 1957 • page 75
STATIONS CONTINUED
SPORTS
Live local sports are
exclusive on Houston's
live station . . .
Whether it's tournament
golf, weekly wrestling,
Little League baseball,
or National AAU swim
championships . . . only
KTRK-TV covers for
Houston the local
sports spectacles that turn to
interest them most ! ! ! Page 84
KTRK-TV
CHANNEL 13 HOUSTON
Page 76 • October 7, 1957
Pulse Attention to Promotions
Draws Beefs From Some Outlets
By attempting to show in its ratings which
local radio stations conducted special listener
promotions during the rating week, it ap-
pears that the Pulse Inc. has a "hot potato"
on its hands: Some 15-20 radio stations in
highly competitive markets have complained
about the procedure the research organiza-
tion uses in ascertaining the information.
Pulse is understood to be the only firm
which attempts to show this information.
The difficulty seems to lie in the fact that
stations using special promotions don't like
to talk about it when questioned.
The displeasure felt by some stations
was summed up in sharp terms by Charles
W. Balthrope, president of Radio KITE
Inc., owner of KITE San Antonio. Mr.
Balthrope advised Dr. Sydney Roslow, presi-
dent of Pulse, that KITE would not provide
information on "special promotional efforts"
undertaken by KITE. Mr. Balthrope added:
"Why don't you report what's being done
during the survey period instead of asking
the offending stations to give you a double-
talk answer or a virgin-like 'no reply'?"
Dr. Roslow said it is his impression that
Mr. Balthrope wants Pulse interviewers to
report on the special promotions carried on
j by stations during rating periods. He claimed
I that it is not the function of the Pulse to
"police" the stations because it is a rating
organization. The Pulse, he said, has asked
stations to indicate when special promotions
— not including those usually carried on a
regular basis — are launched during rating
periods. If competing stations report to the
Pulse that another outlet has conducted a
special promotion, this information is car-
ried in the report but the accused station
is given the opportunity to enter a dis-
claimer.
Dr. Roslow said he has received similar
complaints from 15-20 radio stations and
observed they were all located in "fiercely
competitive markets." He defended his
system as one that gives a timebuyer a more
accurate picture in a particular market as
the buyer has another factor to consider
in arriving at a decision.
WACK Starts on 1420 Kc
WACK Newark, N. Y., started broad-
casting last week on 1420 kc, according to
an announcement by Bud Sova, general
manager. The new station is on the air from
6 a.m. to sunset and features service from
a remote studio in Canadaigua, N. Y. Of-
ficers are Dr. Joseph J. Kaufman, presi-
dent; Dr. Donald A. Corgill, treasurer;
David A. Kyle, secretary; Arthur Kyle and
Richard L. Sandefur, directors. The same
group is associated in ownership of WNDR
Syracuse, WPDM Pottsdam and WABY
Albany. Mr. Sova had been with WNDR
under the name Del Baxter since 1949.
WNDU Makes Switch to Ch. 16
WNDU-TV South Bend, Ind., officially
moved from ch. 46 to ch. 16 Sept 29,
claiming better reception by viewers
throughout its South Bend-Elkhart coverage
area. Bernard C. Barth, vice president and
general manager of the station, said the
change was designed to afford a stronger
signal and will particularly benefit tv homes
in its fringe area. He reported WNDU-TV
reception now extends to within a radius of
62 miles of South Bend and includes 15
counties in Indiana and Michigan as a re-
sult of the channel switch. The uhf outlet
is a primary NBC-TV affiliate, starting op-
eration in July 1955.
Burbach to Retire in St. Louis;
Grams to Succeed at KSD-AM-TV
George M. Burbach, general manager of
KSD-AM-TV St. Louis and one of the na-
tion's pioneer broadcasters, last week an-
nounced his retirement effective Jan. 1.
Harold Grams, program director of the sta-
tions, will succeed him.
Mr. Burbach was instrumental in setting
up the St. Louis Post-Dispatch radio station
in 1922 and was placed in charge of its
MR. BURBACH MR. GRAMS
program and business departments at that
time. He became general manager in 1933,
in addition to his duties as newspaper ad-
vertising manager. In 1941 he gave up the
newspaper position to devote full time to
broadcasting.
Joining the newspaper in 1913, Mr. Bur-
bach was elected to the Pulitzer Publishing
Co. board in 1922 and also has been secre-
tary of the firm since 1940. He became in-
terested in tv after watching a London
demonstration in 1936. KSD-TV took the
air Feb. 8, 1947, as "the first post-war
equipped tv station."
Bomb Scare Puts WDAS Off Air
WDAS Philadelphia was reported off the
air about 25 minutes Sept. 29 because of an
anonymous report that a bomb had been
planted in the building. Police got the tele-
phoned message shortly after 8 a.m. and
combed the building for nearly a half-hour,
finding no explosives. A station spokesman
connected the incident with race trouble.
Negro programming represents the bulk of
the WDAS schedule.
KNXT (TV) Sets Basics Course
To promote understanding of the tele-
vision medium, KNXT (TV) Los Angeles
is inviting agency and client representatives
to a training course beginning in mid-
October, according to Clark B. George,
general manager of the station. The course
will comprise six sessions of two hours each,
Broadcasting • Telecasting
PLANNING A RADIO STATION?
makes it easy to get equipment
—as you need it
By means of this flexible financing plan you can arrange
for the minimum amount of equipment to begin operation.
Then as you progress and require more equipment, it can
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Why not let the RCA Broadcast Representative fully
explain the RCA Progress Purchase Plan to you? He can
show you the basic equipment needed to get you on the
air at minimum investment. He can help you plan now
to meet your exact requirements, allowing for future
progress and development.
. . . your first source of help in station planning
RADIO CORPORATION of AMERICA
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Broadcasting • Telecasting
Broadcast and Television Equipment, Camden, N. J.
In Canada: RCA VICTOR Company Limited, Montreal
October 7, 1957
Page 77
STATIONS CONTINUED
LOOKING over the sale contract for
KRIZ Phoenix [B*T, Sept. 30] are
(1 to r) Howard M. Loeb, who is sell-
ing the station for $230,000 to for-
mer U. S. Sen. Burton K. Wheeler
(D-Mont. ) and his sons, Richard B.
and John L. (the latter not shown).
The transaction, subject to FCC ap-
proval, involved nearly $500,000.
according to Mr. Loeb, who retains
the balance of interest in the property.
KRIZ operates on 1230 kc with
250 w.
covering tv basics, selling, commercial use
and production. George Moskovics, man-
ager of television development for KNXT
and the CBS Television Pacific Network, is
working with Mr. George on the course,
which is being offered free.
KTWO-TV Offers Advertisers
'On the Air' Research Service
KTWO-TV Casper, Wyo., has announced
a new "On the Air" research service for
advertisers to test brand awareness and
viewer "playback" of commercials. The
system was developed for KTWO-TV by
Dr. Saul Ben-Zeev, formerly of the U. of
Chicago and now research director for
North Advertising, Chicago agency.
The on the air plan is offered free to
every advertiser who purchases a unit of
20 spot announcements per month at regu-
lar rates, according to The Meeker Co.,
sales representative for KTWO-TV. Studies,
made at the completion of 20 spots, consist
of interviews with a random sample of 200
persons for each product. According to Dr.
Ben-Zeev, the value of awareness and "play-
back" data increases sharply when public
reaction can be traced regularly over a
period of time.
Burt Harris, president of KTWO-TV,
stated a belief that the on the air research
plan is the first such to be offered adver-
tisers as a regular part of a spot announce-
ment package.
Tv Movies Popular in New York,
Politz Media Study Indicates
Results of an Alfred Politz media study,
commissioned by WOR-TV New York,
show that in the New York area feature
films on television not only are a major form
of local programming but are watched by
"practically all viewers and are highly popu-
lar with people of all age, income, sex and
habitation brackets."
In announcing results of the survey to-
day (Monday), Gordon Gray, executive vice
president and general manager of WOR-TV,
said the station underwrote the project be-
cause "we wanted to get a study in depth,
not only of the scope of the audience for
movies on television but also the attitude of
the public toward this form of entertain-
ment."
The study, based on a 1,000-person prob-
ability sample conducted during the April 1-
22 period in the New York area, also was
designed to ascertain the size and attitude
of the tv audience toward five leading
feature film presentations on New York
area tv stations. Mr. Gray claimed it was
the first such major tv study on a local basis.
Among the findings in the Politz study
are:
• Almost everyone watches movies on tv,
encompassing 88.3% of all area viewers
over 11 years of age (10,089,000 viewers).
• During a four-week period, 90% of
the viewers (9,130,000) watch movies on tv.
• In comparison with other types of tv
programs, 75.6% find feature films as en-
joyable or more enjoyable than other tv pro-
grams. Specifically, 39.4% found them more
enjoyable than other tv shows; 36.2% equal-
ly enjoyable and 18.1% less enjoyable.
• In terms of frequency viewing, 59.7%
(5,454,000 viewers) watched frequently (sev-
eral times a week); 19.2% (1,755,000
viewers) watched regularly (about once a
week) and 21.1% (1,921,000 viewers)
watched occasionally (less than once a week).
• The scheduling of late-evening movies
on tv is most convenient on nights preceding
a non-work day: only 34.6% said viewing
would be convenient on Monday, Tuesday.
Wednesday and Thursday with the figure
rising to 49.8% on Friday, 47.9% on Satur-
day and dropping to 30.1% on Sunday. With
respect to early-evening movie programs,
only 30% said it would be convenient to
watch at that time.
The results of the study have been in-
corporated into a presentation claiming top
ranking for the station's Million Dollar
Movie. It will be shown to New York
agency executives on Oct. 15-17 at the Hotel
Delmonico.
Franco Joins Forjoe Rep Firms
Carlos Franco, head of Carlos Franco
Assoc., is joining Forjoe & Co. and Forjoe-
TV Inc., New York, station representatives,
as executive vice president. Mr. Franco,
prior to forming his own firm, had been with
Norman, Craig & Kummel, sales manager of
Crosley Corp., radio-tv director of William
Weintraub agency and for 14 years was
media director of Young & Rubicam, New
York.
COLUMBUS DISCOVERED AMERICA...
WFGA
TV
Channel 12
Jacksonville,
Florida
'age 78 • October 7, 1957
Broadcasting • Telecasting
Succe^ formula in§wAwft1ern Pennsylvania
QQQMG^QQUm
mote see
motese//
more people watch WJAC-TV regularly
*Nielson Coverage Services — Report No. 2
{monthly coverage statistics)
Get the whole story from your KATZ man.
Broadcasting • Telecasting
October 7, 1957 • Page 79
STATIONS
CONTINUED
CANON 35V2
KOOL-TV Phoenix ran afoul of "an
extension" of Canon 35 in attempting
film coverage of the installation of a
new state supreme court justice late
last month. The station's Ralph
Painter, assuming that the Canon 35
ban on broadcast coverage in Arizona
courtrooms pertained to actual legal
proceedings only, set up his cameras.
But, according to KOOL-TV, Chief
Justice Levi Udall came on the scene
and with a wave of his hand banished
the cameras during the actual swear-
ing-in. KOOL-TV got its pictures,
however, when Mr. Painter prevailed
on the principals to re-enact the cere-
mony later.
WSBA-TV York, Pa., appoints Jack Masla
& Co., N. Y.
REPRESENTATIVE SHORTS
Blair Television Assoc. moves from current
offices at 422 Madison Ave., N. Y., to 415
Madison Ave., effective Oct. 15. Telephone:
Plaza 1-1922.
STATION SHORT
WRCA New York reports 40% increase in
local billings and 30% gain in combined
local and spot sales billings for first nine
months of year over same period last year.
Good
digging for
sponsors, too!
Elton Britt, once prospector for
uranium, wrote and recorded for
RCA-Victor the first country and
western song ever to sell over a mil-
lion records. His records have sold
12 million plus. Britt is now finding
better diggings on WMAL-TV's
"Town and Country Time" . . . 2:30-
3:00 p.m. Monday through Friday
. . . produced by Connie B. Gay, and
birthplace of Jimmie Dean, Patsy
Cline, and George Hamilton, IV.
With Britt, Roy Clark's band, top
guest stars, this show digs gold for
sponsors too.
7
real live daytime
programming
wmal-tv
WA S H I N G T O N, D.C.
maximum power on channel 7
AN EVENING STAR STATION j
Represented by H-R Television, Inc.
Page 80 • October 7, 1957
GOVERNMENT
FTC MONITORING BEARS FRUIT
The Federal Trade Commission's radio-tv
monitoring unit took center stage at the
agency last week as two of the unit's first
cases alleging false advertising went into
hearing. First arguments in the government's
case against Whitehall and American Chicle
commercials were heard.
Whitehall Pharmacal Co. (InfraRub and
Heet), New York City, was in the first group
of complaints developed by the year-old
unit. These were the three actions citing
muscle rub products last spring [B«T, April
1] against Whitehall, Mentholatum Co. and
Omega Chemical Co. The last two have yet
to answer the federal charges.
American Chicle Co. (Rolaids), Long Is-
land City, N. Y., was the target of the first
action by the unit to be concerned solely
with television commercials [B»T, May 20].
Proceedings promise to be drawn out but
are assuming some of the showmanship ele-
ments of the electronic medium itself. The
government has set up a screen and projec-
tor in the hearing chambers and is showing
film commercials as key evidence.
Counsel for Whitehall and American
Chicle are protesting the "courtroom" show-
ings on the ground that conditions are so
different from the circumstances of ordinary
tv viewing as to give an erroneous impres-
sion, constituting "gross distortion and mis-
emphasis." This point is considered vital in
the still new field of tv ad regulation.
Vincent A. Kleinfeld, lawyer for White-
hall, stated that he had no objection to the
government's showing a complete program
sponsored by the firm but called it "fan-
tastic" to take a minute or 30-second com-
mercial out of context and show it in the
"naked" hearing room. The test of a com-
mercial message, he said, is the total effect
on the consumer. The effect of a one-minue
spot, surrounded by program material and
seen at home on a 21 -inch screen cannot be
judged fairly by a hearing examiner looking
at an isolated commercial film on the hear-
ing room screen.
American Chicle's attorney, H. Thomas
Austern, in objecting to the government film
presentation, suggested simulating a tv re-
ceiver screen. His objections to the showing
were overruled by the hearing examiner,
and Rolaid film spots on the motion picture
screen climaxed the first day's hearing last
Monday. In his protest to the move, Mr.
Austern said, that "to project a 60-second
segment ■ — unrealistically and unfairly to
focus and to concentrate upon that isolated
projection at a hearing — to view and to
hear what no television viewer sees and
hears under remotely comparable circum-
stances — disassociated from anything that
has gone before or is next to come to his
attention on the television screen — would
be so gross a distortion as to be false and
misleading in itself."
Showing of Whitehall commercials was
scheduled Friday in Washington, following
Tuesday and Wednesday sessions in Phila-
delphia. There was a strong likelihood of
Whitehall's objection to the showing being
overruled since FTC Hearing Examiner
John B. Poindexter, assigned to both Amer-
ican Chicle and Whitehall cases, had al-
lowed the isolated spots to be shown at the
Rolaids hearing Monday.
In Philadelphia, FTC counsel, Morton
Nesmith called in Dr. Richard Smith, Phil-
adelphia rheumatology specialist, and Dr.
Joseph Lee Hollander, head of the arthritis
clinic of the University Hospital of the U. of
Pennsylvania, to describe laboratory tests on
Heet and InfraRub. The FTC complaint
challenges Whitehall claims regarding dura-
tion and extent of relief provided by the
preparations. Mr. Nesmith expected to con-
clude his case Friday. Whitehall's rebuttal is
not yet scheduled but probably will not be-
gin for several weeks.
The Rolaids action, off to an all-day start
last Monday, was scheduled to resume today
with the probability that the government
would call expert witnesses to testify on
Rolaid copv points.
Before the film showing last week, FTC
lawyer Daniel J. Murphy called two outside
witnesses, Jane Smith, traffic manager of
WTTG (TV) Washington with program logs
to show programming of Rolaids' spots, and
Professor James N. Mosel of George Wash-
ington U., advertising psychologist, to testify
on the commercials' "meaning" to the con-
sumer. The government, in its complaint,
cited Rolaids' use of a white-coated per-
former in its doctor-dramatization (so iden-
tified on the air) spot and its depiction of a
tattered napkin that could have been burned
through by stomach acid.
After hearings have been concluded in
the Whitehall and Rolaids proceedings, in-
itial decisions by Examiner Poindexter will
go to the full commission for final action.
Respondents may appeal unfavorable rul-
ings in courts.
FCC Denies WSUN-TV Request
To Operate on Area's Ch. 10
The FCC last Wednesday denied a re-
quest by ch. 38 WSUN-TV St. Petersburg,
Fla. (owned by the City of St. Petersburg),
that it be authorized to operate on ch. 10,
which was assigned to New Port Richey
(near St. Petersburg), Fla., last May [B»T,
June 3].
WSUN-TV has not "demonstrated that
public interest would be served by its opera-
tion on ch. 10," the Commission ruled in
denying the station's June 26 petition. Ob-
jecting to WSUN-TV operation on ch. 10
were Bay Area Telecasting Corp., Florida
Gulfcoast Broadcasters Inc. and Suncoast
Cities Broadcasting Corp., all announced
applicants for the facility. Comrs. John C.
Doerfer and T. A. M. Craven dissented to
the Commission's majority decision.
Ch. 7 WTVW (TV) Evansville, Ind.,
which has been ordered to show cause why
it should not operate on ch. 31, had its
petition to dissolve the proceeding denied
by the Commission. Also denied were
WTVW petitions which would (1) assign
four vhf channels to Evansville and make
Louisville, all uhf and (2) retain ch. 7 in
Evansville and make Louisville a three-vhf
market by shifting ch. 6 from Indianapolis
I
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Detroiters have faith in the WWJ stations,
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Broadcasting • Telecasting
October 7, 1957 • Page 81
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1 y-
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GOVERNMENT continued
and ch. 4 from Bloomington, Ind., to
Indianapolis.
In denying the WTVW petitions, the
FCC ordered a hearing to determine wheth-
er the public interest would be served by
WTVW's operation on ch. 31 in lieu of
ch. 7, which was reallocated to Louisville.
Comrs. Doerfer and Richard A. Mack
dissented.
In a third allocations proceeding, the
Commission denied a request, filed by ch.
8 WAGM-TV Presque Isle, Me., for re-
consideration of its June 6 order assigning
ch. 10 to Presque Isle. Comr. Frederick
W. Ford abstained from voting in all three
cases.
Eased Rules Urged
For Private Relays
One of the final witnesses at the FCC
hearing on uses of the spectrum above 890
mc, which resumed last week, told the Com-
mission it should not withhold approval for
private microwave systems just because
common carrier services are available. He
also demanded a free choice for those con-
cerned.
These statements came from Daniel E.
Noble, executive vice president of Motorola
Inc., and one of eight witnesses speaking in
behalf of the Electronic Industries Assn.
(formerly RETMA). He also said EIA "be-
lieves that there should be no sharing be-
tween common carriers and private users in
the frequency bands above 890 mc." He
called on the Commission to adopt separate
and special rules to govern private use of
microwaves. He believes such a rulemaking
will result in administrative ease and con-
venience for the Commission.
The hearing on possible space squeezes in
this part of the spectrum went on most of
last summer and included representative
testimony from almost every kind of user
from law enforcement agencies to broad-
casters and even those seeking a portion
of the spectrum for flight control of model
planes.
Samuel R. McConoughey, a General
Electric Co. engineer for microwave product
planning, told the Commission that the
supply of spectrum space "greatly exceeds
the anticipated demand." He based his con-
clusion on EIA's proposed "keyhole plan"
which calls for the use of highly directional-
ized antennas. EIA officials believe this
equipment will reduce interference consid-
erably and permit many more stations to
operate in a given area.
Mr. McConoughey added that "improved
technical capabilities . . . during the next 10
to 20 years . . . may well permit channel
splitting, thus doubling the supply of fre-
quencies."
Another EIA witness, B. Frederick
Wheeler, manager of microwave communi-
cations engineering at RCA, dealt with
common engineering standards for point-to-
point equipment. He noted that "different
systems show less actual difference than
indicated."
Elmer D. McArthur, manager of high
frequency electronic research at the General
Electric Research Laboratories, cited both
exploratory and specific staff research there
as it applied to the overall hearing. So did
Rodney D. Chipp, systems engineering man-
ager of Federal Telecommunications Labora-
tories, who mentioned certain company de-
velopments in the microwave field.
EIA's presentation, which consisted of
nearly 100 pages of direct testimony and
50 pages of exhibits, included other wit-
nesses, and was guided by the group's gen-
eral counsel, William L. Reynolds. All seven
of the commissioners were present at various
times during the hearing.
Celler: Hill Will Act
If FCC Okays Pay Tv
"Let FCC go ahead with authorization of
pay-tv and it will get its knuckles cracked,"
Rep. Emanuel Celler (D-N. Y.) said Tues-
day in New York before the Assn. of Ad-
vertising Men and Women. His warning
came during a debate with James M. Landis,
general attorney for Skiatron Inc., one of
several pay-tv proponents.
FCC has said it will accept toll television
applications starting next March but didn't
promise it would approve any of them,
although its notice said a limited three-year
test is under consideration [B*T, Sept. 23].
Rep. Celler assured his audience a congres-
sional hearing on pay-tv will evolve. Chair-
man of the House Judiciary Committee and
the Antitrust Subcommittee, the congress-
man is author of a bill (HR 586) which
would outlaw pay-tv.
Rep. Celler said FCC's power to author-
ize pay-tv in any form "is dubious at best."
He said the framers of the Communications
Act never intended the public airways to be
used in the manner contemplated by the
toll proponents and pointed out that the act
does not expressly allow such a system. He
also cautioned that Congress ultimately can
be expected to establish regulation of the
close-circuit pay-tv systems in some form
as they grow to incorporate aspects of in-
terstate commerce either in lines or pro-
grams [Closed Circuit, Sept. 30]. Rep.
Celler also predicted state and other local
public service commissions will get involved
in the regulation of closed-circuit systems.
Mr. Landis wondered why there is so
much bureaucratic shouting about federal
regulation of a medium that hasn't even
been brought into being yet. "It's like stifling
the baby before it's born," he contended.
Mr. Landis said toll-tv wants only the op-
portunity to use frequencies not now em-
ployed, and hence would be adding to the
broadcasting economy, not detracting. In the
process, viewers would have the free demo-
cratic choice of paying to get new pro-
grams not now available to them.
The Skiatron representative said the net-
works naturally are opposed to pay-tv be-
cause they now enjoy a "beautiful captive
audience." He said, "Television is too im-
portant to be restricted by any such selfish
ideas as that and people who want to pay
for a program ought to be able to get it."
He said the tv industry today is "chained"
by its advertising financial base.
Rep. Celler said "the lure of the buck"
exists in toll-tv too and program content
Page 82 • October 7, 1957
Broadcasting • Telecasting
There has been excitement this summer. .
about the new management at PRINTERS' INK. Advertising and
media men have been asking what will "they" do with (or to)
this bible of the industry?
Until now we've kept our mouths shut. As many of you know,
we have been listening. . .to the PI staff, to readers, to
advertisers, to hundreds of industry leaders the country over
who have known and loved PI through many of its 69 years
of service.
In the last two weeks, you've seen our first answer to the
question — a new format which incorporates many of the new
features you asked for:
more significant news in a fast-reading front
of the book section
a stepped-up pace throughout for those who read as-
they run
increased departmentalization to guide you to your
special interests.
More than ever, the new PRINTERS' INK will be published for
you — the men who move products to their publics through
research, advertising, sales promotion, selling and
merchandising. We have added to the existing staff and drawn
in some of our own specialists to broaden its coverage.
Your enthusiastic response to these first new issues has been
gratifying. But this is only a beginning.
The years immediately ahead will see a doubling of present
marketing and advertising activity. We recognize our
responsibility in this period of growth and it is our firm
intent to maintain and strengthen PRINTERS' INK'S position as
spokesman for the industry by keeping it always a step ahead.
This will be an exciting period and PI will reflect that
excitement. The magazine which pioneered for the ABC, for
the Better Business Bureau, for a code of advertising ethics
will pioneer the yet unexplored areas of marketing.
Cordially,
William E. Barlow
President ,
VISION Incorporated
Broadcasting • Telecasting
October 7, 1957 • Page 83
GOVERNMENT continued
LIVE
REPORTING
The "live" news beat of
our news and weather
reporters stretches a
hundred miles in all
directions from top
Newsedicaster
Ray Conaway's desk.
From the local police
blotter to the maelstrom
"eye" of Hurricane Audrey
... we cover the news
that affects Houston turn t°
most ... the local news.Pa9e 88
9=^
KTRK-TV
CHANNEL 13 HOUSTON
ultimately ("though not at first, of course")
would degrade to the "deadly sameness and
staleness" that exists in free tv today. He
said the "terrific profit potential" would
drive networks and stations into the pay-tv
field. "The free programs are bad enough
now," he said, adding, "Just think what
would be left."
WJMR-TV Makes Ch. 12 Debut
As Commission Denies Protests
Ch. 20 WJMR-TV New Orleans last
Monday began simultaneous operation on
ch. 12, the same day the FCC authorized
the dual operation to compare uhf and vhf
signals. At the same time, the Commission
denied requests by KWTV (TV) Oklahoma
City and ch. 12 WJTV (TV) Jackson, Miss.,
to dismiss or designate for hearing WJMR-
TV's application.
Authority for the uhf station to begin
experimental operation on ch. 12 came on
a Commission circular vote, which also
granted modification of WJMR-TV's con-
struction permit, with Comrs. John C. Doer-
fer, Rosel H. Hyde, Robert T. Bartley and
T. A. M. Craven participating. The FCC
said that, after "carefully considering" the
matters raised in the KWTV and WJTV
protests, "they do not constitute an ade-
quate basis for designating for hearing or
dismissing Supreme's [WJMR-TV] applica-
tion."
In answer to a charge that WJMR-TV has
increased its rates as a result of its vhf op-
eration, the FCC stated that George A.
Mayoral, Supreme Broadcasting Co. vice
president, told the Commission that Rate
Card No. 5 has been effective since March 1,
seven weeks prior to Supreme's application
for use of ch. 12. This rate ($600 per hour)
"has remained unchanged and will remain
unchanged" during the period of experi-
mental operation on ch. 12, Mr. Mayoral
stated.
In view of these statements, the FCC
stated it is of the "opinion that your charges
that Supreme has increased its rate because
of the proposed vhf operation are un-
founded."
The Commission also ruled that the modi-
fication granted to WJMR-TV will reduce
the possibility of harmful interference to
WJTV. New Orleans and Jackson are ap-
proximately 160 miles apart, substantially
short of the 190-mile separation required
for co-channel stations. A fortnight ago,
the Commission granted WJTV a hearing
to determine whether the necessary modifi-
cation of its permit would be in the public
interest [B»T, Sept. 23].
KWTV and WJMR-TV both are appli-
•cants for regular commercial operation
on ch. 12, assigned to New Orleans last
February [B»T, March 4]. WJMR-TV was
granted experimental use of the channel
last June and first applied for program test
authority Aug. 30. This was denied by the
FCC because WJMR-TV had not completed
construction of the experimental station
[B»T, Sept. 16]. The New Orleans station
subsequently filed a modification request,
and last week's action granted this applica-
tion and gave the station permission to go on
the air on ch. 12.
WMUR-TV Must Compete for Ch. 9
With Applicant for Expired License
Ch. 9 WMUR-TV Manchester, N. H.,
must win out over a competing applicant
for the same facility before its expired
license will be renewed, the FCC ruled last
week. The application of Radio Voice of
New Hampshire Inc., licensee of WMUR-
TV, for license renewal and an application
by Tv for New Hampshire Inc. for ch. 9
were set for comparative hearing.
Tv for New Hampshire applied for ch.
9 last winter [B»T, March 4] at the time
Storer Broadcasting Co. had an outstand-
ing application for approval of the pur-
chase of WMUR-TV and its move closer
to Boston. Such a move would deprive
Manchester of a local tv service, Tv for
New Hampshire claimed in filing its appli-
cation and making a counter-proposal to
purchase the station. Storer since has drop-
ped plans to purchase WMUR-TV.
Under Commission rules, when a station's
license expires, another individual or group
may apply for the same facility. WMUR-
TV's license expired April 1.
Whan-Ludy Group Buys KWFT;
KLYN Sale Approved by FCC
Kenyon Brown, multiple station owner,
last week asked FCC permission to sell
KWFT Wichita Falls, Tex., for $300,000
and was granted Commission approval of
the sale of KLYN Amarillo for $76,000.
Both sales, according to Mr. Brown, were
prompted by a wish to devote more time to
management of KCOP (TV) Los Angeles,
which he is buying with three others.
KWFT (620 kc, 5 kw) goes to North
Texas Radio Inc., also Wichita Falls. The
newly formed corporation is owned by F. L.
and Geraldeane J. Whan, co-owners of
74.17% of the stock; Ben Ludy, 9.11%,
and others. The firm's balance sheet, as of
Sept. 20, showed total assets of $115,000,
with projected total assets of $340,000. The
Whans own 77.53% of KCNY San Marcos,
Tex. Mr. Ludy, who for 24 years headed
WIBW-AM-TV Topeka, Kan., becomes
vice president-general manager of KWFT,
upon FCC approval of the transfer.
KLYN (940 kc, 1 kw) went to E. Boyd
Whitney and Arthur L. Nichols [B»T, July
8]. Mr. Whitney is co-owner of KLOS Albu-
querque, N. Mex.
These transactions will leave Mr. Brown
with 22.15% of KGLC Miami, Okla., 50%
of KANS Wichita, Kans., and KBYE Okla-
homa City, and 25% of KCOP, whose
ownership (pending FCC approval of the sta-
tion's sale by Copley Press) he shares
equally with film star Harry L. (Bing)
Crosby Jr., George L. Coleman and Joseph
A. Thomas. The same four last summer sold
KFEQ-AM-TV St. Louis for almost $1 mil-
lion [B«T, Aug. 26] to the Fine family
(Jesse, Oscar, Isadore and others) who oper-
ate an Indiana theatre chain.
Another FCC-approved sale was WTMC
Ocala, Fla. (1290 kc, 5 kw), from John
H. Perry Jr. to Ray Herbert Gunckel for
$150,000. Mr. Gunckel received FCC ap-
proval last month for the sale of 60% of
WABR Orlando to James Sawyer.
Page 84 • October 7, 1957
Broadcasting
Telecasting
WORK AT TWICE
hhh ma mm
THE
III
666 BROADCAST CARDIOID DYNAMIC
with REVOLUTIONARY VARIABLE-D DESIGN
Front -to -Back ratio 2 to 6V2 times that
of most cardioid microphones!
Artists can work twice as far away from the 666 as from cardioid mi-
crophones in common use,yet there is no bass accentuation when worked
closely. The 666 provides from 2 to 6% times the front-to-back ratio of
most broadcast cardioid microphones. An amazing feature of the 666 is
its ability to pick up dialog and sound at distances up to 10 feet or more
without appreciable loss of presence. This minimizes pre-recording. Pic-
ture crowding is also eliminated with the 666 because of this distance fac-
tor. For an exciting new experience, test the 666 today! List price: $255.00
The Model 667 is an all-purpose broadcast
microphone designed to fulfill requirements
of wide-range reproduction under a great
variety of conditions. Because of its excel-
lent uniform polar response, it is especially
useful in locations where ambient noise and
severe reverberation exist. List price $600.00
• Ask a Broadcast or Recording
Engineer about E- V Microphones
Model 667 All-purpose broadcast cardioid-
dynamic Microphone with Preamplifier
Broadcasting • Telecasting
ELECTRO-VOICE, INC. . BUCHANAN, MICHIGAN
Export: 13 East 40th Street, New York 16, U.S.A. Cables: ARLAB
October 7, 1957 • Page 85
ION
This month, WMAZ Radio cele-
brates its 35th anniversary. On Sep-
tember 27 just past, WMAZ-TV began
its fifth year on the air.
Such longevity would mean little
until you consider the 35 PLUS 5
years of community service, and 35
PLUS 5 years of real selling ability.
WMAZ Radio and WMAZ-TV rank
first in the hearts of Middle Georgians,
and both stations have substantial
records of producing sales results.
Consider too : the combined circula-
tion of WMAZ Radio plus WMAZ-TV
gives you greater coverage than the
entire circulation of the two local
newspapers and the three other local
radio stations.
BUY BOTH . . . WMAZ RADIO
and WMAZ-TV. Get the biggest circu-
lation in Middle Georgia, and clinch
the sales you require!
10, OOO WATTS
MACON, GA.
National Rep.
AVERY-KNODEL, INC.
PROGRAMS & PROMOTIONS
Fan Mail From a First Lady
Joseph N. LaFreniere, coordinating sta-
tion manager for the Concert Network Inc.,
received an extra special piece of fan mail
last week. The letter read:
"My dear Mr. LaFreniere,
"Before leaving Newport, I want to thank
you for your kindness in providing the
President and me with some of our favorite
music over station WXCN Providence. I
was highly complimented to have you dedi-
cate the programs to me and deeply ap-
preciate your thought.
"The President and I have greatly enjoyed
our stay in your charming community and
the rest and relaxation we have found here.
"My husband joins me in sending you
our very best wishes."
The signature: Mamie Dowd Eisenhower.
Occasion for the letter: The Rhode Island
and Connecticut stations of the Concert
Network (WXCN Providence and WCYN
Hartford) produced a nightly Serenade for
a First Lady, dedicated to Mrs. Eisenhower
during the first family's vacation at New-
port, R. I. Selections for the program were
based on a letter from Presidential press
secretary James Hagerty listing the Eisen-
hower's favorite music.
WGR's 'Studio 55'
"Studio 55," mobile unit of WGR Buffalo,
N. Y., broadcasts from a different spot each
week and interest has been roused by its
journey around town this summer. Sports
fans have been treated to play-by-play cov-
erage of local events from the traveling
studio trailer and everywhere people have
enjoyed seeing how a remote broadcast is
handled and being able to talk informally
with disc jockeys and sportscasters. In ad-
dition to the "Studio 55" promotion, the
station is on an "all good music" campaign,
omitting rock and roll in "accordance with
the results of a city wide survey."
WHK Uses Buses in Campaign
WHK Cleveland, Ohio, as part of its cur-
rent saturation promotion campaign, has
scheduled transit car cards in 30 local
buses for a three-week period, according to
its representative, NBC Spot Sales. In addi-
tion, exterior cards publicizing NBC's "Hot-
line" news coverage will be carried on the
buses. The station has contracted with the
Cleveland Transit System for exterior cards
on 800 buses every fourth week for 52 weeks.
The promotion reportedly is part of a six-
month, $50,000 campaign during which
funds are being allotted to newspaper adver-
tising as well as bus cards.
KSON Serves Peaches, Cream
To promote KSON San Diego, Calif.,
and emphasize its new policies, the new
owners, Broadmoor Broadcasting Corp., had
four bathing beauties visit local agency ex-
ecutives and serve peaches and cream to
them.
Girls 'Look Sweeter in Sweater'
National Sweater Week was celebrated last
month by WPEO Peoria, 111., with a "You
Look Sweeter in a Sweater" contest, during
which three girls in sweaters wandered
around town until identified (with the words
"Are you one of the WPEO sweater-girls?")
for a $100 prize. No clues were given to
their appearance and it was eventually dis-
closed that the ages ranged from 12 to 27.
Searchers were not aware that the girls all
WHEN the Milwaukee Braves' National League lead dwindled to 2Vz games last
month, WEMP disc jockeys decided that they wouldn't shave until the Braves had
clinched the race and as a result, the men were unshaven for eight days. Above
(1 to r), Chuck Phillips, Jim Lewis, Matt Prawdzik, Tom Shanahan, Joe Dorsey, Al
Williams, Robb Thomas, Redd Hall and Bill Jones display their beards to barber
Walter Hoffman who doesn't seem too happy about the whole affair.
Page 86 • October 7, 1957
Broadcasting • Telecasting
]
More Railroad Progress like this
depends on adequate earnings
Isn't this common sense ?
America's railroads have spent more than twelve
billion dollars since World War II to improve their
service — with new equipment, better roadway,
new operating techniques.
These improvements are as important to America
as to the railroads themselves. And the self-sustain-
ing railroads are ready to make many more — as
fast as they can earn the money to pay for them.
That's the hitch. Railroads just aren't earning
enough money these days to put into operation all
the improvements they have developed. Railroads
could make enough money to do more of these
things, for they are — by far — our most efficient
system of mass transportation. Rut their earning
power is hamstrung by outdated public policies
that favor competing forms of transportation.
As a result, the railroads' earnings are reduced —
and the nation loses some of the benefits of rail-
road progress. In your interest — in the interest of
every American family — railroads should be per-
mitted equal opportunity to earn an adequate return
on their investment. Isn't this common sense?
AMERICA MOVES AHEAD WITH THE RAILROADS
Association of American Railroads, Washington, D. C,
YOUR BASIC TRANSPORTATION
Broadcasting
Telecasting
October 7, 1957 • Page 87
PROGRAMS & PROMOTIONS continued
LIVE
SPECIAL EVENTS
In Houston only
KTRK-TV covers those
frequent special events
"live". Whether it's the
world championship
Houston Fat Stock Show
Parade or the high style Pin
Oak Charity Horse Show.
Only Houston's "live"
station shows special
events to Houstonians
— as they happen. turn *°
y FF Page 92
9=*
KTRK-TV
CHANNEL 13 HOUSTON
wore lockets containing symbols that had to
be matched with one another for positive
identification.
'Willie Wonderful' Kits Supplied
To help boost the sale of a new series of
Willie Wonderful program segments (each
4-7 minutes in length) and to aid stations in
merchandising for sponsors, Wonderful Pro-
ductions Inc., New York, is supplying com-
plete kits of merchandise materials with each
package sale. Kiddie banks, drinking cups
and coloring books are typical items includ-
ed in the package, providing stations with the
means to start a promotion campaign im-
mediately upon premiere of the program. A
series of 65 segments of Willie Wonderful
have been on the market for five years and
the new package includes an additional 130
segments.
Prudential's Tv Training Aids
Prudential Insurance Co. of America,
which will begin sponsoring CBS-TV's new
Twentieth Century series Oct. 20 [B»T,
March 18], intends to make sure the dra-
matic history lessons contained in the series
won't be lost on America's youngsters. It
has prepared "Tv Training Aids" — booklets
containing facts and bibliography about the
topics covered on each and every show —
which will be sent on request to teachers.
The aids have been prepared by Dewitt D.
Wise, division head of the Columbia Scho-
lastic Press Assn. Typical of the series is
"Churchill — Man of the Century," which
already has been placed in distribution for
the Oct. 20 premiere. The booklet includes
a comprehensive biography of the former
British prime minister, a list of suggested
classroom activities, a bibliography of sug-
gested reading and a list of cities and sta-
tions carrying the CBS-TV program. Pru-
dential's agency is Reach, McClinton & Co.,
N. Y.
WTAO Listeners Get Busy Signal
According to the local telephone com-
pany's report, Request Time over WTAO
Cambridge, Mass., completed 1,300 calls and
6,004 people calling in got the "busy" signal.
The station is including the report in a cir-
cular headed "Wowee! It's A Hit!" pointing
out that these 7,304 calls all came into seven
telephone lines in a two-hour period daily for
six days.
Campaign Plugs 'Miss Sunbeam'
Quality Bakers of America, New York, in
association with RCA Victor records, last
week launched a nation-wide promotion
campaign for RCA Victor's new release,
"Little Miss Sunbeam," sung by Eddy
Arnold. The song was inspired by seven-
year-old Donna Kay Erickson, who was
seen as Miss Sunbeam on The Ray Haney
Show over WRC-TV Washington last May.
Quality Bakers, which was a sponsor of the
program for its Sunbeam bread, has " long
used Miss Sunbeam as a trademark for that
product and the trademark picture will be
used on the record jackets. Miss Erickson
appears professionally with musical comedy
A major advance in the develop-
ment of mobile units was unveiled
by KGEN, Tulare, Calif., at the Tu-
lare County Fair. Overwhelming in
concept, KGEN's little red mobile
wagon may have opened up a whole
new field of communication possi-
bilities. Proof of the unit's outstanding
performance under fire: KGEN's
manager, Bob McVay (1), interviews
Alfred Elliot, manager of the fair.
Proof of the unit's flexibility: it did
remote broadcasts from every point
on the fairgrounds from Sept, 17-22.
Obviously a practical answer for cov-
ering those hard-to-get-to spots, the
unit was engineered by Cecil Lynch,
consultant for KGEN.
performer Shorty Long in a promotional
"road show" for Quality Bakers. The bak-
ing cooperative reportedly is spending more
than $150,000 to promote the record.
CKGN-TV Marks City's 75th Year
CKGN-TV North Bay, Ont., celebrated
the 75th birthday of that city with a two-
hour live program on which announcers
and guests wore costumes of 75 years ago.
Featured on the program were North Bay's
oldest living married couples, oldest living
former mayors and Indian chiefs. CKGN-
TV staffers paraded through North Bay in
costume on high wheel bicycles and in a
horse and buggy.
MBS Schedules More Music
Five music blocks have been set for
MBS' music and news programming sched-
ules as a direct result of an affiliates' survey
conducted by programming director Harold
M. Wagner. Beginning at 7:05 a.m., the 25-
KCRA-tv
SACRAMENTO, CALIFORNIA
. . . the highest rated
CLEAR
Page 88 • October 7, 1957
station in the West! § CHANNEL |
Broadcasting • Telecasting
STATION WFMJ-TV
Youngstown, Ohio
1015 feet tall
keep your DJ's on the air
When the wind starts to whistle, there's one sure way to
keep the air waves humming. Own a tower that won't let you
down when the weather blows its top.
Weather-tested Truscon Steel Towers provide the
dependability you need for day-in-day-out programing.
This was proved by actual performance during east coast
hurricanes, when not a single Truscon tower was reported
damaged by the savage winds.
Responsible for hundreds of successful installations the
world over, our staff of highly skilled engineers can offer you
unmatched experience in tower design and construction.
They're equipped to produce exactly the tower you need —
whether it be tall or small, guyed or self-supporting,
tapered or uniform— for AM, FM, TV or Microwave.
For complete information on Truscon Steel Towers
phone or write any Truscon district office. Or call us collect
in Youngstown. Send coupon for literature.
TRUSCON®
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TRUSCON STEEL DIVISION • REPUBLIC STEEL CORPORATION
1074 Albert Street, Youngstown 1, Ohio
Please send me latest catalog showing specifications and other
details of Truscon Steel Towers.
Name.
-Title-
Company-
Address —
City
Broadcasting • Telecasting
October 7, 1957 • Page 89
PROGRAMS & PROMOTIONS continued
MANUFACTURING
LONG AND SHORT OF IT
The long and short of WTVJ (TV)
Miami commercials for a local auto
sales company is "the world's tallest
and the world s shortest man," with a
three-foot-high "midget" quoting car
prices and an eight-foot-two-inch
"giant" describing trade-in deals.
minute groupings, which follow the on-the-
hour and on-the-half-hour newscasts, will
include cheerful melodies (7:05-10 a.m.);
"easy-listening and women's favorites"
(10:05 a.m.-l:30 p.m.); country, western,
spiritual and novelty tunes (1:35-3 p.m.);
the nation's top 50 tunes (3:05-7 p.m.) and
hi-fidelity and mood music (9:05 p.m.-12
midnight) .
WLS Show Draws 211 Exhibitors
A total of 211 commercial exhibitors, all
of them advertisers either with WLS Chicago
or its affiliated Prairie Farmer, displayed the
latest in agricultural equipment and proced-
ures at the fifth annual WLS-Prairie Farmer
Farm Progress Show Sept. 25-26 near Farm
City, 111. More than 208,000 people visited
the two-day "World's Fair of Agriculture,"
breaking all previous attendance records.
WLS originated several of its programs from
the farm site of Frank Simpson.
Chicago Federal Court Dismisses
Zenith-RCA Patent Dispute Case
The Chicago District Court has formally
dismissed its nine-year RCA-Zenith patent
case coincidentally with the first payment to
Zenith Radio Corp. and its subsidiary Rau-
land Corp. under terms of the previously
announced settlement [B*T, Sept. 23, 16].
The antitrust patent dispute, in Chicago,
involving original suits by RCA, General
Electric Co. and Westinghouse Electric
Corp. and a counter-suit by Zenith-Rauland
seeking first $16,056,549 (treble damages)
and later $61,750,305, was dismissed by
Judge Michael L. Igoe in federal court
Sept. 27. Presumably, the agreement had
been approved by the litigant companies.
At the same time a check for $1 million,
the first of ten annual installments to amount
to $10 million, was presented to Zenith
by RCA and other defendants, GE and
WE. The check was issued on the First
National Bank of Chicago. Still not ascer-
tained was the proportionate share of the
$10 million settlement to be undertaken by
each of the three defendants, along with
the finer details of the agreement.
It's already known RCA stands to recoup
$2.8 to $4.7 million and Zenith Radio Corp.
$1.7 to $2.1 million in satisfaction of their
respective patent claims through arbitra-
tion machinery yet to be set up.
Under other terms of the agreement RCA
and Zenith-Rauland and Zenith and GE
each will exchange royalty-free licenses for
Come hear and see
ASTOUNDING AUDIO
You are cordially invited to the Demonstration Suite
ELECTRONIC APPLICATIONS at the
HOTEL NEW YORKER
34th Street & 8th Avenue, New York City
during AUDIO ENGINEERING SOCIETY CONVENTION
October 7-1 1, 1957: 1-10 P.M.
AN AUDIORAMA* AN AUDIO FAIR
the finest Professional and Hi-Fi Audio Equipment for
BROADCAST • STUDIO • LABORATORY and HOME
Tape Recorders, Turntables, Reverberation Units
Wow & Flutter Meters, Mikes, Headsets, Speakers, etc. by
REVOX • EMT • NAGRA • SCHOMANDL • BEYER & others
ADMISSION IS FREE
Electronic Applications, 150 E. 35 St., N. Y. 16 • MU 5-7824
* Licensed
radio and television, including all but color
tubes, until Jan. 1, 1963, and Zenith and
Western Electric, plus the Bell Systems,
will do likewise on common carrier com-
munications equipment.
Attorneys have differed on what effect
this settlement would have on the future
course of manufacturers' royalty payments
in general.
National Electronic Facilities
Formed by Three Tower Concerns
Three microwave and tower firms have
consolidated to form National Electronic
Facilities Inc., Dallas, it has been announced
by William M. Taylor, president of the new
organization.
National Electronic was formed by
Tower Contracting Co., Taylor Mainte-
nance Co. and Atlas Manufacturing Co.
The new organization "headquarters at 2020
Farrington St. in Dallas' Trinity industrial
district.
Tower Contracting Co. has operated in
23 states over the past five years, erecting
microwave towers, radio towers, associated
buildings and antenna systems. Atlas Manu-
facturing Co., Greenville, Miss., has been
manufacturing all types of microwave and
radio towers for five years. Mr. Taylor's
firm during the past year has contracted for
maintenance of towers and other communi-
cations components. National Electronic
Facilities offers electronics installation, engi-
neering, design, construction and mainte-
nance, Mr. Taylor said. The firm will be
international in scope.
Brown Heads New RCA Unit
Dr. George H. Brown, since last January
chief engineer of the RCA commercial elec-
tronic products unit, has been appointed
chief engineer of
the new industrial
electronic products
organization into
which the former
unit has been inte-
grated. A 23-year
veteran of RCA en-
gineering activities
and a major con-
tributor to radio
and tv broadcast
communications
(particularly in an-
tenna designing
and uhf transmission), Dr. Brown will have
engineering responsibility for all RCA in-
dustrial equipment and systems including
broadcast equipment.
RCA Announces 'Tube Savers'
Economical optical and electro-magnetic
"tube saver" devices, reported to virtually
eliminate life-reducing "burn-in" and "stick-
ing" in image-orthicon pickup tubes in
color and black-and-white television studio
cameras, have been announced by RCA. The
devices are an orbital wedge for color tv
studio cameras which operates on an optical
principle to deflect the tv image in a slightly
orbital motion at the photocathode assembly
and an orbiter for monochrome tv studio
cameras. Each is available at $750.
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Page 90
October 7, 1957
Broadcasting
Telecasting
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October 7, 1957 • Page
BARROW REPORT continued from page 39
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vhf assignments was explained along with
the possibilities of deintermixture. Any new
network would have to take away facilities
from present networks to attain nationwide
coverage, the report said, and existing sta-
tion-network contracts further complicate
the matter. Besides, advertisers were de-
scribed as wanting substantial national cov-
erage and stations like to affiliate with strong
existing networks.
Economic factors include the high cost
of AT&T's basic line and connection serv-
ices, with an eight-hour daily service not
much more expensive than one-hour service.
A potential network was described as en-
countering "similar diseconomies of scale
with respect to program costs per viewer."
Profit figures were shown for the tv networks
and notation was made of the network claim
that rate of return should be based on
talent and program commitments as well as
tangible assets.
Combined network profits (before taxes)
of the three networks reached $35.5 million
in 1955, all but $0.5 million being NBC and
CBS, it was shown in a table analyzing re-
turn on investment and equity. CBS' return
on network net assets was 44% in 1955,
NBC's 36%.
The chapter found "slight" prospects of
a new national interconnected network but
greater prospect for specialized services such
at NTA, Program Service and Sports Net-
work. It called for encouragement of com-
petition between network and national spot
tv.
chapter 5 Network Practices: Affiliation
After reviewing the history of network
affiliations, the report found only 35 of the
457 tv stations were unaffiliated in mid-
1956, with 22 of these in markets of more
than three stations. Factors involved in affil-
iation were reviewed, including the impor-
tance put on protection of service areas of
affiliates with the largest circulation. The
major-market outlets have a much lower
cost-per- 1,000, it was shown. Networks were
described as trying to avoid duplicate cov-
erage, though exceptions were found.
The uhf problem was treated at length,
the report noting that networks preferred
vhf to uhf outlets as the more economical
way to reach the largest audience. Inability
to get network affiliation or sufficient com-
mercials, if affiliated, was an important fac-
tor in limiting uhf growth, it was stated.
The trouble was blamed on FCC allocation
of two widely separated bands in different
stages of technical and economic develop-
ment, plus mixing of vhf and uhf in the
same markets. However, a footnote explains
that at the time the FCC had "very persua-
sive considerations" behind its action.
Size of market is important in affiliation,
the report continued, describing NBC and
CBS program extension plans designed to
help affiliates in small markets. The fact
that sponsors are most concerned about the
top 75 markets was mentioned and the need
for additional steps to help small-market
stations was stressed.
Overshadowed markets, or those within
range of larger-market stations, present an-
other difficult problem and the report
Page 92 • October 7, 1957
wondered if undue attention is given by net-
works to protecting service areas of basic
stations. Network policies aren't uniform in
overshadowing cases, it was suggested.
The report spoke sharply of networks'
preference granted their radio affiliates in
building tv station lists. "This preference was
not coincidental, but reflected a conscious,
considered policy by the networks," it was
stated. Some affiliations were held open for'
years, it was explained, while radio affiliates
waited for tv grants. The joining of radio
and tv interests in the affiliation process
"has not served to promote competition
among stations for network affiliation nor
among networks for affiliates," the report
concluded.
Again it was critical in the case of pref-
erence granted by networks to multiple sta-
tion owners, a practice called "clearly con-
trary" to FCC policies of promoting local
ownership and diversification of ownership.
This, too, was said to hinder competition
among stations f®r affiliation. Networks were
said to have sought promises from prospec-
tive affiliates in a market with scarce facili-
ties to serve as the network's "primary" af-
filiate and give the network the bulk of sta-
tion clearances. The report said this was in
conflict with the Chain Broadcasting Rule
and recommended that the matter be re-
ferred to the Commission for action
Several recommendations covering affilia-
tion practices were reviewed pro and con by
the report. These proposed to maintain the
present system, with networks largely free
of regulatory supervision in their affiliation
decisions; to require Commission direction
of the affiliation process, or to rely on pub-
licity and the removal of unreasonable
criteria (see text of committee's conclusions).
The report opposed extension of the pres-
ent two-year affiliation contract maximum
period to three, five or more years. It held
that disaffiliation actions by networks should
be governed by criteria filed with the Com-
mission and all affiliation or disaffiliation
actions should be reported along with speci-
fic bases of such actions.
chapter 6 Network Practices: Option Time
Prohibition of network option time was
recommended by the Network Study Staff,
which concluded that this practice forces
affiliates to broadcast network programs to
the detriment of other program sources. The
report also concluded that option time prac-
tices bear a "substantial similarity" to the
"block-booking" practices proscribed by the
Supreme Court in the 1948 Paramount
case; that a "reasonable possibility" exists
that a court would find option time to be
a violation of the Sherman Antitrust Act.
The report cited the history of option
time and the present FCC rules and network
contract forms on the practice. Then it set
forth the questions about option time as to
its legality under antitrust laws, effect on
station programming freedom, effect on
competition among networks, effect on com-
petition among networks and non-network
program suppliers and station representa-
tives and its "essentiality" to networking.
Regarding network use of option time
to effect program clearances on stations,
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BARROW REPORT continued
the report said conclusions must be based
to a "considerable extent on judgment." It
concluded that option time has "some"
effectiveness, but not because of active ex-
ercise of the option by the network, the
network's desire to place programs in non-
option time preventing overt pressure on
this point. It added that networks have
other means, in the aggregate more effec-
tive— such as power to affiliate, must-buy
list and others — of persuading affiliates to
accept network offerings.
The report submitted tables (drawn from
its own questionnaires and those of the Sen-
ate Commerce Committee) indicating that
affiliates clear more network programs in
option time than in non-option (station)
time.
The study concluded that option time has
no effect in competition among the net-
works.
It was concluded that through option
time part of the station's responsibility for
programming has been transferred to the
network. It found cause for concern that
"virtually all the most desirable evening
hours on affiliated stations in the larger
markets are occupied by programs . . . from
the national networks," and felt that al-
though option time is not the most im-
portant element involved, this restrictive
contractual obligation may be considered
"contrary to the public interest." But the
report viewed as unsupportable the allega-
tion that option time has converted affiliates
into "mechanical conduits for network pro-
gramming."
The report said it is unreasonable for
networks to contend both that the high
level of clearances for network programs
is due to the superior quality of these pro-
grams and that option time is essential to
network operation, since if network pro-
grams are superior no option time would
be needed and if option time is essential
then it must be because affiliates would
prefer to broadcast non-network programs
in option time periods. It expressed the
belief that network programs of average
caliber, rather than the best and worst, are
most likely to fall under the influence of
option time.
The staff report concluded that inde-
pendent film producers and distributors are
at a substantial disadvantage in their com-
petition with the networks, a situation due
"in part" to the time option system. The
"need" by syndicators for option time of
their own was concluded to be "essentially
the same as that of the networks."
Because of option time and for other
reasons fewer new programs are being of-
fered for syndication than in the past, the
report said. The report found significant an
admission by ABC Film Syndication that
option time tends to reduce non-network
programming in some instances, although
Films denied such an effect. Tables were
submitted to show that CBS and NBC basic
affiliates increased their non-network pro-
gramming considerably in non-option-time
periods from 6-11 p.m.
The advent of better feature film also has
contributed to the reduction of syndicated
tv film, the report said.
The report felt station representatives are
in a dual role, benefiting from the network
programs which make it possible for the
representatives to sell valuable adjacencies
and announcements in or near the network
shows, but in direct competition with the
networks in selling time on their clients sta-
tions to advertisers. Representatives' feelings
were mixed on option time, but in a ques-
tionnaire answered by 25 such firms, 13
favored revision of the option time rule,
while others held varying opinions (six
would continue it). It was concluded that the
station representative business has grown
so rapidly in the past few years that it is
difficult to measure the impact option time
"may have had."
Regarding alleged advantages option time
gives to the network advertiser over local,
regional and national advertisers, the report
said network advertisers, through option
time, get prior claim over some of the most
desirable (evening) time periods of the day,
to the detriment of non-network advertisers.
But non-network advertisers have avail-
able other time periods as well as station
breaks during prime evening hours, the re-
port said. A part of the disadvantage to non-
network advertisers is offset by rate dif-
ferentials provided to these advertisers, par-
ticularly local advertisers, the report con-
cluded.
The Networks' Side
The report then went into the network
position that option time (1) is necessary for
the network to assure advertisers of the avail-
ability of stations for national advertising
campaigns and (2) is necessary to network-
ing because, without it, the reduced clear-
ance of stations would result in the gradual
erosion and perhaps eventual destruction of
networking.
The report found "little reason to believe"
option time is essential to assure advertisers
of a national lineup. Stations generally are
cleared as quickly in non-option time as in
option time, the report said, and the process
of station clearances has become so well-
organized that it "would seem quite improb-
able" that the advertiser would not be able
to await clearances before firming up his
plans.
As to erosion of networking, the report
said the weight of "available evidence sug-
gests" that while there might be some loss
of network clearances (without option time),
this loss would not reach a point that would
impair network service. It noted that per-
haps the strongest reason for this conclu-
sion is that CBS and NBC both are program-
ming several hours a day without benefit of
option time. Affiliates receive many ad-
vantages from the network that they would
not want to impair and may be expected to
accept a "large schedule" of network pro-
grams whether or not option time exists, the
report said. It was indicated loss of clear-
ances in option time might be partly offset by
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Broadcasting • Telecasting
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clearances for network programs offered now
in non-option time.
The report, in summary, said "no one
can state with certainty" whether option
time is essential to networking and saw a
"remote" possibility that a network's clear-
ance record might be improved if option
time were prohibited.
Regarding "essentiality" of option time,
the report said that if option time is es-
sential to networking and networking is es-
sential to broadcasting, then the protection
from competition afforded networks by time
options confers on them quasi-monopoly
powers. This brings up the question of "ad-
ditional and direct" government regulation of
networks, the report said, and the FCC
would be obligated to "ration" the use of sta-
tion time. The additional question would
arise whether government control of rates
would be required. The report disclaimed
any advocacy of government regulation, but
found it difficult to do otherwise "unless re-
liance is placed on the process of competi-
tion in the market place."
The report found substantial support for
the various elements of the "block-booking"
doctrine condemned in the Paramount case
as applied to the option-time practice, but
said evidence of the "conditional" or "com-
pulsive" factor is not wholly conclusive. The
staff saw a "reasonable" possibility of a court
finding a per se violation of the Sherman
Act.
Concluding its recommendations by ex-
pressing the belief that little harm would re-
sult to networking from elimination of option
time and that many benefits would result,
the staff said that, in any event, the situation
should be given "close and continuing scru-
tiny" by the FCC.
chapter 7 Network Practices: Rates
Recommendations for FCC action re-
garding network rates, as made by the Net-
work Study Staff, ask that the Commission:
(1) Require networks to publish their
rate-making procedures, the circulation
credited to each affiliate, the rate formula
used and all changes in rates of individual
affiliates; (2) watch rates closely but take
no responsibility now for reviewing network
rate decisions; (3) tighten its Chain Broad-
casting Rules to prohibit networks from try-
ing to influence affiliates' non-network rates
or trying to use rates to influence station
program clearances; (4) take appropriate
action on violations of Chain Broadcasting
Rules' Sec. 3.658(a) (prohibiting agree-
ments with a network which would adversely
affect the station's broadcasting of programs
of another network) and 3.658 (h) (pro-
hibiting agreements with a network altering
or fixing the station's rates for time sales
for other than the network programs), and
(5) refer evidence involving possible viola-
tions of antitrust laws to the Justice Dept.
The report said its evidence indicated
possible network violation of Sec. 3.658 (a)
and Sec. 3.658 (h) and of the antitrust laws.
It said the networks have made no at-
tempt to provide affiliates with periodical
information on the rates resulting from ap-
plication of the rate formula. The staff felt
that information should be given stations
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BARROW REPORT continued
both on its own rate and those of other af-
filiates.
Among other items regarding rates, the
staff said both stations and networks have
used other bargaining powers besides that
of circulation. Networks, the report said,
have used their power to withhold or grant
rate increases to improve their pattern of
clearances for network shows, which con-
flicts with the regulatory tenet which seeks
to give stations as much programming free-
dom as possible.
The report mentioned that networks "ap-
pear" to be in conflict with rule 3.658 (a)
prohibiting agreements which adversely af-
fect the station's broadcast of another net-
work's programs.
The report exhibited several series of
correspondence (names deleted) between
the three networks and various affiliates
indicating bargaining on rates in exchange
for favorable network program clearances.
It termed this practice against the public
interest.
The report charged that both CBS and
ABC have attempted directly to influence
the national spot rates of their affiliates on
"frequent occasions," and, accordingly, "ap-
pear" to have violated Sec. 3.658(h). It
also questioned whether this might violate
Sec. 1 of the Sherman Antitrust Act. No
evidence was found of direct influence by
NBC in this regard, but this network was
said to have attempted "indirectly" to in-
fluence national spot rates in a manner,
which, while not a specific violation of the
Chain Broadcasting Rules, still is against
the "public interest."
The report said that while CBS and NBC
compete freely with each other in rate-
fixing, ABC has possibly violated the Sher-
man Antitrust Act by checking in advance
with CBS or NBC in single-station markets
on their rate plans before setting the rates
of an affiliate which it shares with CBS or
NBC.
ABC also has checked with CBS or NBC
to determine the rates these networks are
paying their own affiliates in a three- or
four-station market before setting its own
affiliate's rates in that market, the report
said, adding that this practice is open to
"serious question" under the antitrust laws.
Such practices have put ABC in the posi-
tion of a "price follower," the Network
Study Staff said, expressing the belief CBS
and NBC might have gone along with ABC
because (1) by setting lower rates, ABC
is established as a qualitatively "inferior"
network or (2) ABC would be more un-
likely to take rate actions that would force
CBS or NBC to raise their own affiliates'
rates.
chapter 8 Network Practices: Compensa-
tion Arrangements
Available evidence doesn't show that net-
works are getting an unreasonably large
share of network time sales, to the detriment
of affiliates, the report concludes. A wide
variety of compensation arrangements was
found, with substantial differences in pay to
stations. These differences are based to
some extent on relative cost of stations to
the network, it was found.
Larger stations yield a higher net return
to the network than smaller stations, after
AT&T line costs and other expenses, ac-
cording to the report, so networks tend to
give larger stations better compensation. No
systematic relationship between cost and
network profit with variations in payment to
particular affiliates was observed.
The report said affiliates in important
single-station markets, as well as large multi-
ple owners, have obtained better terms than
the standard formula in some cases. These
instances were ascribed to network desire to
protect and improve their access to the sta-
tions at the expense of competing networks
or other program sources.
No judgment was passed on the reason-
ableness of network terms in general or with
respect to any particular affiliate. Insistence
on uniform compensation for all affiliates of
a network would create "a serious competi-
tive problem," it was stated. ABC, it was
pointed out, has resorted to "premium com-
pensation in order to gain access to one-
or two-station markets, where the stations
have sometimes regarded themselves as al-
most exclusive affiliates of either CBS or
NBC." And it was recalled that CBS once
faced a problem in competing with NBC
in one-station markets.
At the same time, the report stressed,
"preferential compensation arrangements
can have practical disadvantages in addition
to the objection in principle to the 'buying'
of access to the time of stations. For ex-
ample, the favorable treatment which some
multiple owners have been able to achieve
may adversely affect competition by tending
to encourage the trend away from local
station ownership."
Another practice, that of providing a
higher rate to a station for carrying more
network programs, was called "a further
step away from the selection of programs on
the basis of their quality or public interest,
since it induces the station to accept a large
block of programs." Program competition
could be seriously jeopardized by an extreme
form of sliding-scale payment, the report
said, calling "a flat percentage rate with no
free hours" the most desirable arrangement.
In any case, the network study staff felt
the present standard plans of the three net-
works, including the free hour waivers,
"have not given rise to abuses such as would
make a Commission rule in this area impera-
tive at the present time." The staff then
recommended that affiliation contracts be
made public by the FCC, including pay-
ments, since the network has the advantage
of knowing what all its affiliates are paid
when it negotiates but the affiliates lack this
information. Publicity, it was predicted, will
tend to some extent to decrease differences
in payments and tend to limit the number of
cases of premium compensation.
Study of affiliation contracts "is an essen-
tial Commission responsibility," the report
emphasized, and continued surveillance
would help avoid serious abuses.
In reviewing advertiser discounts, the re-
port said CBS and NBC discounts may
reach a maximum of 25%, averaging around
15%, with ABC granting "substantially
higher" discounts.
chapter 9 Network Practices: The Must-
Buy Practice
The study held that the must-buy practices
of networks impinge on the freedom of the
advertisers and give "undesirable" leverage
to networks in seeking station clearances.
The imposition of must-buy requirements
by CBS-TV and NBC-TV "tends toward
monopoly," the Barrow group said.
A more favorable attitude was indicated
toward ABC-TV's minimum buy practices
(which require a minimum gross from the
national advertiser) than toward CBS-TV
and NBC-TV's more rigid must-buy method
(which designates the basic outlets that must
be taken).
The study found no great harm had been
done by imposition of basic required sta-
tions by the networks in that almost all
advertisers buy in excess of the stipulated
number. Agencies queried did not cite any
instance in which the must-buy or minimum-
buy practice had been a factor in an ad-
vertiser's decision not to purchase tv net-
work time.
". . . The large majority of network ad-
vertisers are undoubtedly glad to purchase
most of the stations included in the basic
group and would do so even if there were
no must-buy requirements," the report said.
As to exceptions from the basic list
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Broadcasting • Telecasting
NBC-TV, the study found most based on the
sponsor not having distribution in certain
markets, a historical association between
network and advertiser or instances that in-
volved lack of film rights in specific markets.
ABC-TV did not indicate any instances in
which the minimum dollar requirement was
waived, according to the report.
While the majority of agencies queried in-
dicated no instances in which advertisers
had been forced to buy specific markets that
were not desired, there were reports of seven
advertisers who had had such an experience
— one of them on four different programs
since Jan. 1, 1954.
Must-buy practices have not had any
effect on the cost of television, the report
said, pointing out that if there were no such
requirement, network time and programs
would still be too high for the small adver-
tiser.
The network's ability to select the stations
to be included in the basic list gives it "a
substantial bargaining advantage" in its
relationship with these stations, it was said.
This presents an important issue of public
interest, the report added, in that the network
may be in a position to persuade stations
to carry programs that the affiliates other-
wise would not be disposed to carry.
In connection with independent stations,
the study group said the must-buy policy is
not a significant restraint on the non-net-
work outlet. The independent's difficulty in
getting network programs arises not from
must-buy practices but from the territorial
exclusivity clauses conferred on affiliates by
their network contracts, the report said,
noting the stands of KTTV (TV) Los
Angeles, an independent, and WTVR (TV)
Richmond, a former NBC-TV affiliate, both
of whom charged that network practices
precluded their use of certain national ad-
vertiser programs.
As to the network contention that a mini-
mum purchase requirement was necessary to
prevent "fragmentation" of its service, the
study held this to be without basis in that
the demand for full scale network service
was great enough that networks did not have
to sell partial lineups. Similarly, the study
discounted the claim that must-buy was tied
in with the necessity of covering fixed costs
of network service in that the criteria for
establishing must-buy requirements related
primarily to advertiser demand and were
not related to fixed cost considerations.
"The principal reason that the networks
have not abandoned the must-buy practice
apparently lies in the bargaining leverage it
gives them in relations with stations," the
report said.
In noting that the minimum dollar re-
quirement avoids "abuses" arising in must-
buy practices, it was recommended that
should the latter practices be modified,
rather than abolished, that the FCC not
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undertake to regulate the particular mini-
mum requirements.
The report said there was no objection to
the 100-station minimum requirement of
NBC-TV during specified night hours in that
specific stations are not designated and the
requirement is waived in the case of pro-
grams under the network's Program Service
Plan.
It also is possible, the report said, that an
exception would be considered to the mini-
mum buy requirement in the case of multi-
weekly programs sold in small segments to
a number of different advertisers.
chapter io Network Practices: Network
Representation of Stations in National
Spot Sales
In recommending that the FCC adopt a
rule prohibiting networks from representing
stations in national spot sales, other than the
networks' owned and operated outlets, the
study took hard slaps at CBS-TV and, to
a lesser extent, NBC-TV. ABC-TV does not
have a spot sales representation unit.
The Barrow group disagreed that network
operation and the spot sales activity could
function independently. At the policy level,
the two units under common management
will be directed toward the overall interest
of the company, the report contended. This
works adversely in the setting of stations' na-
tional spot and network rates as well as
stations' choice between national spot and
network programming.
In connection with the rates allegation,
the Barrow group conceded that ready ex-
change of information itself doesn't affect
competition to a significant degree, but said
that two-way exchange of this type normally
does not take place between the network
and the independent station representative.
The report said that "in the case of CBS,
the cooperation between the two departments
has taken the form of a 'campaign' to equal-
ize national spot and network rates." It was
further charged that CBS Spot Sales sac-
rificed potential or actual national spot busi-
ness "by helping to set the national spot rates
of the owned and affiliated stations at a level
that would reduce competition between net-
work and national spot sales."
Labeling this contrary to the interest of
the represented stations, the report declared:
"This joint action of CBS Spot Sales and
network divisions has restrained competi-
tion, and raises questions with respect to
possible violations of the antitrust laws and
the Commission's regulations."
Another "but less important illustration"
of cooperation between CBS Spot Sales and
the network was cited in connection with
"cut-in" charges, the study report said. Cut-
ins are insertions in the commercial message
of the network advertiser made, at sponsor
request, by the local affiliate and enable the
national advertiser to tie in his message for
the local dealer.
Some independent representatives pro-
tested this was spot business, subject to rep-
resentative commission and chargeable at
the station's spot announcement rate, the re-
port said. The network took the position
that only a production charge should be
made since time was already sold to the na-
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For example, the only
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CHANNEL 13 HOUSTON
October 7, 1957 • Page 97
BARROW REPORT continued
tional advertiser. The report contained NBC-
TV and CBS-TV circular letters to affiliates
pressing their stand.
Another conflict area specified by the
Barrow report dealt with "the network's de-
sire to sell as much of the station's time as
possible on a network basis, including time
periods not subject to the network's option,
and the station's desire (shared by its repre-
sentative) to sell at least some of these time
periods on a potentially more profitable na-
tional spot basis."
The report claimed there was evidence
that some stations have approached net-
works for spot sales representation in order
"to cement" their network affiliation rela-
tionship. In the same theme, according to
the report, networks have taken spot repre-
sentation into account in affiliation decisions
and have indicated "on one or more occa-
sions" that the two should be looked upon
as a single "package."
The report noted that the network spot
organizations have been circumspect in
operation and have not attempted to expand
too far into that field; also, that while the
two network organizations accounted for
one quarter of the national spot business
(in April 1956), only 8.3% was accounted
for by non-network-owned affiliates.
Station Representatives Assn. and its pred-
ecessor, the National Assn. of Radio Sta-
tion Representatives, have spearheaded the
opposition to the network operation of spot
sales organizations.
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chapter n Network Practices: Intercon-
nection Problems
The Network Study Group has not at-
tempted an appraisal of the conflicting views
of broadcasters and telephone companies
with respect to issues of rates or private
relay facilities.
Noting that the FCC has docketed two
formal proceedings with respect to these
matters, the study group did not undertake
an investigation but merely outlined the
situation.
It did recommend that the Commission
expedite resolution of the rates and private
relay issues. It further urged that the FCC
closely examine procedures for allocating
scarce program transmission facilities to de-
termine whether they are fair and equitable
and in the public interest. The report em-
phasized a concern about the potential ef-
fect of allocation procedures on the entry
of new networks as well as like television
services.
In tracing the history of interconnection
and the shortages thereof in the past, the
report noted the disadvantage of the now-
defunct DuMont Television Network as
well as ABC-TV due to the contractual
necessity of buying facilities in eight-hour
blocks when the networks involved did not
have sufficient network programming.
Docket 9863, a nine-year-old proceeding
before the FCC, concerns the lawfulness of
the rates and regulations covering AT&T
services. Docket 11164, instituted in 1954,
was an aftermath of FCC's authorization
of private relay systems only on a temporary
basis, pending availability of AT&T. Case
is concerned with the petition that private
tv intercity relay systems be permitted, even
if common carrier facilities are available,
and if the cost factor justifies the private
system.
chapter 12 Multiple Ownership of Sta-
tions
The network study staff recommended
that the FCC, in the long run, seek through
regulation a pattern of tv station ownership
that approaches one to a customer as close-
ly as circumstances permit. This would en-
tail changes in licensing, renewal and trans-
fer policies.
The main objective would be a limit on
ownership of three vhf outlets in the top 25
markets. The study noted that the trend at
the present time is in the direction of in-
creased multiple ownership and at the pres-
ent most of the stations in the top 25 mar-
kets (serving half the U. S. population)
are held by multiple owners.
Recommendation was made that, in pro-
posed sales involving multiple owners,
Commission rules require the offer to be
made in cash, and that public notice be
given to other interested parties who could
then compete by meeting the offer. If this
procedure is adopted, it would necessitate
repeal of the MaeFarland Amendment
which precludes FCC consideration of com-
petitive applications in transfer cases.
In connection with this, the report said
that — like original applications for facili-
ties— first consideration should be given local
applicants with roots in the community and
those who do not own another station.
A further recommendation to check the
growth of multiple ownership would require
that each person acquiring a tv station be
limited to one television outlet until that
station has been operated for one license
term. Thereafter, he might apply for more
tv's, subject to the Multiple Ownership
Rule and the presumptions of this report.
The effect on present multiple owners
was partially envisioned as follows:
NBC, with holdings in the first, second,
third, fourth and tenth markets, would be
required to divest two stations.
ABC, with stations in the first, second,
third, fifth and sixth markets, would have
to drop two outlets.
CBS would be required to drop one sta-
tion.
Among the non-network multiple owners,
it was pointed out that Westinghouse with
five stations in the top 25 markets would
have to drop two; Storer Broadcasting Co.
might possibly have to relinquish one — con-
tingent on the ranking applied to its Phila-
delphia-Wilmington tv property; and Cros-
ley Broadcasting Co. would have to divest
one, depending on the rank assigned Colum-
bus, Ohio.
Should this numerical limitation be im-
posed, it was suggested that a three-year
period be allowed for the multiple owners
involved to relinquish the extra tv proper-
ties. It was pointed out in the case of ABC
that the network might improve its income
position sufficiently that the divesture would
not reduce its income below that necessary
to provide programming in the public serv-
ice.
The FCC should review from time to
time the ownership of stations by networks
and if it could be found that a network could
be divested of additional stations without
endangering the network program service,
such divestiture should be required.
Throughout this portion of the report,
the theme of local ownership, diversification
of interest and control of monopolistic
tendencies was stressed. The report felt that
network multiple ownership, as it now
stands, tends to restrict programming and
programming sources.
chapter 13 The Radio Industry
Though the Network Study Report pri-
marily is concerned with television because
of its relative newness, it urges periodic
reappraisals of radio.
Cited are the increased number of am
stations, changing listening patterns and
programming, the decline of the relative
position of network radio, changes in the
revenue pattern among radio stations, the
effect of tv on am, the development of fm
and the advent of new types of services in
fm.
With less reliance now on networks, ra-
dio stations are generally assuming their
"avowed" responsibility in selecting pro-
grams to serve their own community, the
report said. Stations are freer now than in
the past to reject network programming.
On the other hand, it was pointed out, this
trend has stimulated radio networks to ex-
Page 98 • October 7, 1957
Broadcasting • Telecasting
periment with new methods to serve affili-
ates.
One question raised in the report: Par-
ticipation of networks in both radio and
television has tended to affect adversely op-
portunities of non-radio affiliates in obtain-
ing tv network affiliations, and the oppor-
tunities of tv-only networks to obtain access
to station time.
Would the public interest be better
served and competition within radio and
television be furthered if network organiza-
tions were limited to one or the other
medium? the report questions. And, would
new networks enter radio if ABC, CBS and
NBC devoted themselves to tv networking
only?
chapter 14 Application of Commission
Rules and Regulations to Network Or-
ganizations
The networks, which are the strongest de-
cision making component in the tv industry,
should be answerable to the viewing public
through FCC policies expressing public in-
terest, the report said. Specific legislative
authority for the FCC to apply its rules and
regulations, in appropriate contexts, direct-
ly to the networks was recommended.
It was further urged that sanctions for
violation of Commission rules be changed.
Revoking of station license is the only sanc-
tion currently available and this was found
to be too drastic for application to all types
of conduct proscribed by the rules. A sys-
tem of forfeitures compatible with varying
degrees of conduct proscribed by the rules
should be allowed the FCC by Congress, the
report said.
The problem of overlapping jurisdiction
with the Dept. of Justice was recognized as
well as the possibility that network regula-
tion by the FCC might provide an "um-
brella" against possible antitrust actions.
However, the study group felt that the ad-
vantages outweighed possible losses in anti-
trust prosecution.-
Application of the FCC rules to networks
should be made only in those areas in which
Commission objectives are infringed by net-
work structure and practices. The report
said this should not involve establishment
of station rates, the division of compensa-
tion between networks and stations, or rules
relevant to programming which go beyond
balanced programming in the public interest.
Pending grant of authority to apply its
rules directly to networks, the FCC should
continue to apply existing Chain Broad-
casting Rules to stations and the new rules
recommended in the report should be made
applicable to all stations, or to stations
owned by the networks, as the circumstances
warrant. When the authority is granted to
FCC to apply rules to the networks, then
the FCC should review the Chain Broad-
casting Rules, as amended, to make them
applicable to networks only, to both net-
works and stations, or to tv stations only, as
the conduct of each rule indicates.
chapter 15 Summary and Recommenda-
tions (see page 100).
EXTENT OF FCC NETWORK STUDY
SET FORTH IN NOVEMBER 1955
When the FCC committee issued its Or-
der No. 1 in November 1955, it declared:
". . . the network study will concern
itself with the broad question whether the
present structure, composition and opera-
tion of radio and television networks and
their relationships with their affiliates and
other components of the industry, tend to
foster or impede the maintenance and
growth of a nationwide competitive radio
and television broadcasting industry."
The subjects to be studied by the net-
work staff were listed by the FCC commit-
tee in its Order No. 1 as follows:
(a) What has been and will continue to
be the effect on radio and television broad-
casting of the following:
(i) Ownership and operation of both
radio and television networks by the same
person, or persons affiliated with, controlled
by, or under common control with the same
person;
(ii) Ownership and operation of radio
and television broadcasting stations by per-
sons who, directly or indirectly, own or
operate radio or television networks;
(iii) The production, distribution or sale
of programs or other materials or services
(including the providing of talent) by vari-
ous persons, both within and outside of the
broadcast industry, for ( 1 ) radio and televi-
sion network broadcasting, and (2) radio
and television non-network broadcasting;
(iv) The representation of stations in the
national spot field by various persons;
(v) The relationships between networks
and their affiliates including but not limited
to those having to do with (1) selection of
affiliates, (2) exclusivity, (3) option time,
(4) free hours, (5) division of revenue, and
(6) term of contract;
(vi) The contracting for or lease of line
facilities used in the operation of networks
by persons who, directly or indirectly, own
and operate networks;
(vii) Related interests, other than net-
work broadcasting, of persons who, directly
or indirectly, own or operate networks;
(viii) The ownership of more than one
radio or television broadcast license by any
one person.
(b) Under present conditions in the radio
and television broadcasting industry, what is
the opportunity for and the economic feasi-
bility of the development of a multiple-
network structure in terms of (1) the num-
ber of broadcast outlets available, (2) na-
tional advertising potential, (3) costs of net-
work establishment and operation, and (4)
other relevant factors.
(c) Under present conditions in the radio
and television broadcasting industry, what
is the opportunity for and economic feasibil-
ity of effective competition in the national
advertising field between networks and non-
network organizations in terms of (1) the
number and type of broadcast outlets avail-
able, (2) national advertising potential, (3)
needs of the advertiser, and (4) other rele-
vant factors.
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Broadcasting • Telecasting
October 7, 1957 • Page 99
FOR THE RECORD
BARROW STUDY HOLDS UP 37 WAYS
TO REVAMP NETWORKS' STRUCTURE
Verbatim text of recommendations to the FCC. Main story page 31
Recommendations
In formulating the general philosophy
underlying its evaluation and recommenda-
tions in the various areas under study, the
Network Study Staff has been guided by the
several doctrines through which the Com-
mission, in the course of its administration
of the Federal Communications Act, has
given substance to the "public interest, con-
venience, and necessity."
The fundamental objective of Commission
policy is the best possible service to the
public. The implementation of this primary
objective has been sought through the
policies of: 1) promoting competition and
preventing undue concentrations of eco-
nomic control; 2) diversifying ownership and
control of broadcast facilities, and 3) forti-
fying the independence of station licensees
in order that they may exercise a high
degree of discretion in providing a service
consistent with the needs and desires of the
community reached by their broadcasting.
In implementing these objectives, the
framework of certain physical and opera-
tional conditions existing in the industry
must be recognized. These are: 1) that
television channels are limited, and that, in
all probability, the present vhf structure
constitutes the major portion of available
broadcast facilities, 2) that the television
industry will continue to be supported by
advertising revenue, and 3) that the inter-
connected network organization will con-
tinue to be an essential component of the
tv broadcast system. The task becomes one,
therefore, of adjusting the primary regula-
tory policy objectives to the limits imposed
by these basic conditions in order to attain
optimum performance in the public interest.
The Commission's doctrines emphasize
competition as the means through which the
public interest in broadcasting can best be
assured. The dominant theme of this report
is the importance of achieving or maintain-
ing the conditions necessary for effective
competition in the television industry. To
this end a number of recommendations are
made for the removal of practices, princi-
pally on the part of networks, which re-
strain or otherwise interfere with the free
play of competitive forces. The option time
and must-buy practices, and the use of net-
work rates, including those of network-
owned stations, to influence national spot
rates are examples of practices of this kind.
Some of the proposals of the Network
Study Staff with respect to the prohibition
of competitive retraints are designed to pro-
mote competition among the existing net-
works and to increase the possibility of
competition through the entry of new net-
works. Other proposals are designed to in-
crease the effectiveness of competition be-
tween networking and the national spot
"system" of telecasting. Since there are only
three major national networks, with little
prospect for a fourth in the near future,
the principal thrust of policies aimed at pro-
viding more effective competition must be
in this direction.
Consistent with this basic reliance on the
competitive process as the best means of
safeguarding the public interest, the Net-
work Study Staff has recommended that the
Commission not become directly involved
in reviewing, with the purpose of approving
or disapproving, the detailed business deci-
sions of the networks. The staff believes
that such day-to-day judgments must be
left to the forces of the market place, and
that the role of the Commission should be
confined, to the extent possible, to the
prohibition of practices which restrain
competition or are otherwise contrary to
the public interest. Thus, the Network
Study Staff has rejected such alternative
recommendations as a rationing of the time
of stations among the existing networks and
other program suppliers, and Commission
review of individual network decisions with
respect to network rates, compensation
arrangements, and affiliation or disaffiliation
actions.
It must be recognized, however, that even
if all of the existing competitive restraints
were removed, the bargaining positions of
the various parties would remain disparate.
Although networks and their affiliated sta-
tions have a large area of mutual interest
or "partnership," they also have conflicting
interests. In this area of conflict, where
use of the stations' facilities for competing
with non-network groups may be involved,
the major networks are likely to be in a
strong bargaining position in many market
situations. When disparate positions exist,
it is imperative to insure that bargaining
power is not used in ways that are incom-
patible with the public interest and impinge
upon Commission policy. The prohibition of
restrictive practices, as summarized below,
will serve this end.
In addition, the Network Study Staff has
recommended that the salutary effect of
publicity of network policies be used, in
lieu of specific regulations prohibiting re-
straining practices, whenever it appears that
publicity will achieve the objectives of the
public interest. The possibility of arbitrary,
discriminatory or restrictive action in such
areas as affiliation, disaffiliation, rates, and
compensation can be substantially reduced
if adequate publicity is given to network
actions. In this way, these industry practices
will tend to be self-regulating, and bargain-
ing power may be kept within resasonable
bounds without further Commission action.
Another fundamental Commission doc-
trine, to which the network study has sought
to give added strength through its recom-
mendations, is that the station licensee must
ultimately bear the responsibility for pro-
gramming in the public interest the facilities
licensed to him by the Commission as a
public trust. This responsibility cannot be
delegated to another party, nor should it
be restrained by contractual or other rela-
tionships which interfere with its free exer-
cise by the station licensee. Specific recom-
mendations with respect to the option time
and must-buy practices and to network-sta-
tion relations in the rate area reflect this
underlying philosophy. Also, it has been
recommended that, through its policy on the
renewal of station licenses, the Commission
insure that this responsibility is exercised
in a manner consistent with the public inter-
est.
A third Commission objective on which
particular recommendations of the Net-
work Study Staff are based is the establish-
ment of a nation wide television system,
providing the largest possible proportion
of the population with at least one facility
and as many additional communities as pos-
sible with two or more facilities. To a major
extent, the establishment of a nationwide
television system along these lines depends
upon allocation policies with which this
study has not been concerned.
Within the scope of the study, attention
has been focused on preserving the essential
features of the networking system, which
has provided the best basis for extending
a quality program service to stations reach-
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Page 100 • October 7, 7957
Broadcasting • Telecasting
ing a very high proportion of the nation's
television homes. This consideration under-
lies, for example, recommendations made
with respect to the "right of first call" of
network affiliates, to the must-buy policy,
and to the network ownership of stations
within prescribed limits. In addition, various
proposals are made concerning the access of
independent stations and of stations in
smaller markets to network programs and
Commission action on the structure of
AT&T rates with the intention of strengthen-
ing the financial and programming base of
some of the station outlets required for a
nationwide television system.
Another set of Commission doctrines with
respect to the public interest have guided
recommendations addressed to the growing
problem of multiple ownership of stations.
This includes the doctrine that the station,
in order to fulfill its role as a local com-
munity institution, should be owned by
local interests with roots in the community
to be served; the doctrine that the public
interest is best served by a diversity of
opinions and program sources; and the doc-
trine that a concentration of economic con-
trol in the hands of a small number of
ownership units is inconsistent with the
public interest.
Against this background of the "public
interest," the following recommendations
are made with respect to Commission
policies and procedures in the various areas
embraced in this study.
A. Affiliation
1. Networks should be required by rule
to file with the Commission a full and de-
tailed statement of the criteria governing
their affiliation policies.
2. Networks should be required by rule
to file reports with the Commission setting
forth changes in affiliation as they occur
and the basis of each change. The networks
should also be required to report to the
Commission all requests for affiliation and
the disposition of such requests, including
the specific factors used by the networks in
granting or denying the requests.
3. A rule should be drawn specifying that
networks may not use as a basis for affilia-
tion the fact that a licensee is a multiple
owner of television stations.
4. In connection with the proposed study
of radio networking, particular considera-
tion should be given to the effects on com-
petition of the practices of the networks of
holding open regular television affiliation
until their radio affiliates have obtained
competitive television facilities.
5. The practice of one of the networks of
requiring certain applicants for affiliation
to promise to serve as its primary outlets,
to the exclusion of other networks, should
be referred to the Commission for appro-
priate inquiry in the light of Section 3.658-
(a) of the Commission's rules. Similarly,
further inquiry should be made by the Com-
mission as to the policies and practices of
the networks with respect to holding dis-
cussions with existing affiliates concerning
the granting of affiliation to other stations.
6. The Commission should seek com-
ments from all interested parties with re-
spect to a proposal that networks be re-
quired to provide affiliated stations in
markets not ordered by the advertiser the
opportunity to carry the program with com-
mercials deleted, upon reasonable payment
by the stations to the network and the ad-
vertiser.
7. The Commission should not extend the
present two-year maximum affiliation term.
8. The networks should be required by
rule to report to the Commission their
specific criteria for disaffiliation and should
report each disaffiliation action and the
bases thereof.
9. Pursuant to Recommendation num-
bered 3 above, the Commission should re-
quire by rule that networks may not use
the criterion of multiple ownership as a
factor in disaffiliating with a station, in
order to affiliate with another station held
by a multiple-station owner.
10. The networks should be permitted to
continue to grant first call and territorial
exclusivity rights in a community to an
affiliated station.
1 1 . The Commission should require by
rule that if an affiliate is ordered for a net-
work commercial program, but does not
provide clearance satisfactory to the spon-
sor, the network in good faith should under-
take to place the program in another station
in the community, if the sponsor so chooses.
If a clearance suitable to the advertiser can
be obtained, the network should not, for a
reasonable period of time, be permitted to
recapture the program in order to place the
program on its regular affiliate.
12. The Commission should require by
rule that if an affiliate is carrying a network
commercial program, but the advertiser
wishes to have the program carried also on
a station in another community, the net-
work should undertake to place the pro-
gram on the other station.
13. The practice of the networks of dis-
cussing with affiliated stations the proposed
placement of network programs on non-
affiliated stations should be examined by the
Commission to determine whether such
practice is consonant with Section 3.658(b)
of the Commission's rules.
B. Option Time
14. The option-time arrangement be-
tween networks and affiliated stations should
be prohibited by Commission rule. The pro-
scription of option time should not be
accompanied with any proposal to ration
or otherwise limit the amount of program-
ming that a station licensee may accept
from any source. The language of the Com-
mission rule should be phrased so as to
preclude similar or more restrictive arrange-
ments which might appear if option time is
abolished.
Continued
ON THE HOUR
DAILY
wi
ith
TOM DECKER
KEN POWELL
WVET
RADIO
ROCHESTER, N.Y.
Represented Nationally by
THE BOLLING CO.
HOOPER — PULSE — NIELSEN
KOSI— St. Forjo. KOBY — See Petry
Broadcasting
Telecasting
October 7, 1957 • Page 101
IsYoutt
BEST BUY
In The SCRANTON MARKET
Chart based on average
Pulse ratings for 12 quarter
hours . . . 6:00 to 9:00 AM
... November, 1956
li
W A B C D E all
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J For 27 years, Scranton's top
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by WFJL.
AdfeMEEKER
yffgjL
CCA Hits $300,000
In Sales at WITH
"The best proof of CCA's effective-
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that we have run it for eight cam-
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utively," says Jake
Embry, Vice Presi-
dent of the station.
"And most of the
original sponsors
are still with us like
Acme Super Mar-
kets, R. C. Cola,
Breast O'Chicken
Tuna, Goetz Meats
and a host of others.
"We have sold in
excess of $300,000 worth of time in
conjunction with Community Club
Awards ; and the proof of purchase
has ranged all the way from 1,600,-
000 points (dollar volume plus bo-
nuses) in the first campaign up to
15,700,000 throughout the seventh.
"And now we've scheduled up
through our tenth CCA Campaign."
JAKE EMBRY
COMMUNITY CLUB
AWARDS
THE PENT HOUSE
527 Madison Avenue
New York 22, N. Y.
Phone: PLaza 3-2842
FOR THE RECORD continued
C. Rates
15. A rule should be adopted requiring
the networks to publish currently their rate-
making procedures, including the circula-
tion credited to each affiliate, the formula
used for rate purposes, and all changes
made in the network rates of individual
affiliates.
16. The Commission should watch the
development of the rate situation closely
and continuously, but assume no responsi-
bility for reviewing individual or general
network rate decisions at this time.
17. New rules should be adopted, or
current rules expanded, to prohibit any
attempt by a network organization to in-
fluence the non-network rates of affiliated
stations, and any attempt by a network to
use the setting of network rates to in-
fluence station decisions with respect to
program clearances.
18. The evidence with respect to possible
infractions of Chain Broadcasting Rules
3.658(a) (through the use of network rates
to influence the station's acceptance of pro-
grams from another network) and 3.658(h)
(through the use of network rates to influ-
ence the national spot rates of affiliated
stations) should be referred to the Com-
mission for appropriate action.
19. The evidence concerning possible
violations of the antitrust laws with respect
to network-national spot rate competition
and inter-network rate competition should
be referred to the Department of Justice.
D. Compensation
20. The Commission should make public
the affiliation contracts which licensees are
required to file with it, including the com-
pensation provisions of these contracts.
21. The Commission should make a
regular and continuous study of compensa-
tion arrangements between networks and
their affiliated stations. While a potential
for abuse exists, the present compensation
practices of the networks do not require
the adoption of a more specific rule at this
time.
E. Must-Buy
22. The must-buy requirement of the
CBS and NBC networks should be pro-
hibited through a Commission regulation.
No objection should be raised to the adop-
tion of some form of "minimum-buy"
analogous to the present ABC practice. In
the course of rule making, the Commission
should consider whether or not an exception
would be desirable permitting the must-buy
practice in the case of multi-weekly pro-
grams sold in small time segments to a con-
siderable number of different advertisers.
The opinion of the Dept. of Justice should
be requested on this subject.
23. The Commission should not under-
take at this time to regulate the particular
minimum requirements adopted by the net-
works. However, the situation should be
followed closely and continuously, so that
the Commission will be in a position to take
action promptly at a later date, should the
"minimum-buy" practice require regulation.
F. Network Representation of Stations
in National Spot Sales
24. The Commission should adopt a rule
prohibiting the networks from representing
stations other than their owned and oper-
ated in national spot sales. A reasonable
period of time, such as two years, should
be allowed for the stations to transfer their
representation to a non-network organiza-
tion.
G. Interconnection
25. The Commission should resolve at
the earliest practicable date the issues in-
volved in Docket No. 8963 and Docket No.
11164.1
26. The Commission should examine
closely the procedures for allocating scarce
AT&T program transmission facilities to
determine whether they are fair and equi-
table and otherwise in the public interest.
H. Multiple Ownership
27. In the long run, the Commission
should seek through its regulation a pattern
of ownership which approaches as closely
as circumstances permit the objective of lim-
iting station ownership to one station for
each licensee.
28. With respect to the grant of original
applications for station licenses, the Com-
mission should promulgate a rule relative
to local ownership and diversity of owner-
ship which establishes presumptions that a
local applicant will serve the community
interest better than an absentee licensee and
that an applicant who owns no other sta-
tion will be in a better position to serve the
local community than an applicant who is
already licensed to serve one or more other
communities.
29. In connection with the renewal of
station licenses, a similar presumption should
not be established. However, in instances
where a multiple owner is providing only
marginal service and other entrepreneurs
are contesting for the channel at renewal
time, the Commission should give appropri-
ate weight to the local ownership and di-
versity of ownership factors.
30. With respect to the transfer of station
licenses, the Commission should recom-
mend to the Congress the repeal of the
MacFarland Amendment so that applicants
other than the proposed transferee may
also be considered in a comparative hear-
ing context. If the Amendment is repealed,
it is further recommended: a) that the
Commission apply in such cases the pre-
sumption in favor of local ownership and
diversity of ownership, mentioned in recom-
mendation numbered 28 above; and b) that
the Commission require that all proposed
sales of stations to existing station owners
be on a cash basis, so that other applicants
may have the opportunity to make a com-
parable offer.
31. The Commission should require that
each person acquiring a television station
1 Docket 8693 (FCC) is concerned with the
lawfulness of rates and regulations covering
AT&T interconnection services to broadcasters.
Docket 11164 (FCC) is concerned with petition
that private intercity relay systems be permit-
ted, even if common carrier facilities are avail-
able and if the cost factor justifies the private
system.
Page 102 • October 7, 1957
Broadcasting • Telecasting
be limited in ownership to one television
station until such station had been operated
for a full license term. Thereafter, the
owner might apply for an additional station
each year, subject to the other limits of the
multiple ownership rule, including the pre-
sumptions recommended herein.
32. The present numerical limitation that
no licensee may own more than 5 vhf sta-
tions and 2 uhf stations should be retained.
In addition, it is recommended that the
multiple ownership rules be amended to pro-
vide that no licensee be permitted to own
more than 3 vhf stations in the top 25
markets of the United States. To the limited
extent that divestiture is required by this
proposed rule, a reasonable period of time,
such as three years, should be permitted for
the sale of the stations.
33. Networks should be treated on the
same basis as other multiple-station owners
with respect to all of the above-recom-
mended rules. However, in the event that
networks, having disposed of station hold-
ings in excess of three in the top 25 mar-
kets, should seek to acquire additional sta-
tions in lower-ranking markets up to the
permissible limits of 5 vhf and 2 uhf sta-
tions, the presumptions against a network
multiple owner on local ownership and di-
versity grounds should, in a comparative
hearing context, be overriding unless it can
be demonstrated that acquisition of the
station or stations is essential to the financial
welfare of the network and that financing
from conventional capital sources is not
available.
I. Radio
34. The Commission should undertake a
detailed study of network radio and of other
components of the radio industry.
J. Application of Commission Rules
directly to Networks
35. The Commission should recommend
to Congress that it be expressly authorized
to apply the pertinent parts of its rules and
regulations directly to networks. The official
views of the Dept. of Justice should be re-
quested before such a recommendation is
made.
36. Pending any such recommendation
or express grant of authority to apply its
rules directly to networks, it is recom-
mended that the existing chain broadcast
rules continue to be applied to stations, and
that all changes in the rules or new rules
recommended in this report be made ap-
plicable to all stations, or to stations owned
by the networks, as the circumstances war-
rant.
37. Should express authority be granted
to the Commission by the Congress to apply
its rules directly to networks, the Commis-
sion should then review its Chain Broadcast-
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ing Rules, as they may have been amended
or expanded, with a view to making them
applicable to networks only, to both net-
works and stations, or to stations only, as the
conduct reached by each rule indicates.
ill. Enforcement
It is axiomatic that no rule can be effective
unless it is properly enforced. In the past,
several factors have complicated the Com-
mission's task of effectively enforcing the
existing Chain Broadcasting Rules. One of
these factors is that the sanctions applicable
under the rules have not generally been
suited to the types of infractions against
which the rules are addressed. This problem
has two aspects: some of the rules are di-
rected against the injured parties rather than
against the parties most likely to have been
responsible for the infraction of the rule;
and the penalties imposed under the rules
are excessive for most of the infractions in-
volved. Another factor is that the Commis-
sion has been able, because of other and
more pressing tasks, to devote only limited
staff and funds to the continual observation
of industry practices necessary for effec-
tive rule enforcement.
As has already been pointed out", the
Chain Broadcasting Rules are framed in
terms of station licensees, and provide that
no license shall be issued to a station which
engages in any of the proscribed practices.
The types of practices against which the
rules are directed generally involve a con-
tract, understanding, or agreement between
a station and a network, and the rule could
thus be directed against either party. In prac-
tice, however, there is little reason why a
station should wish to engage in most of the
proscribed practices, while there is a greater
incentive for a network to do so in order to
limit competition from other networks or
from non-network sources. In cases where
a station licensee has violated a Commission
rule at the instance or insistence of a net-
work organization, penalization of the sta-
tion rather than the network clearly poses a
problem of equity which can interfere with
effective rule enforcement. A rephrasing of
some of the existing and proposed rules to
address them to networks as well as. or in
lieu of, stations, as recommended in Chap-
ter 14 of this Report, would make it possible
to apply sanctions directly against those
parties most likely to be the moving parties
in violations of some Commission rules.
Regulations directed against stations may
have a considerable, if indirect, influence on
the networks with which they are affiliated.
In instances where a rule infraction has been
initiated by a network organization, it would
presumably not require revocation of many
station licenses for strong pressures to be
brought to bear by affiliates on the network
to discontinue the practice in question.
Nevertheless, the Commission may under-
standably be reluctant to revoke the license
of a station in such circumstances. On the
other hand, if the evidence should indicate
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THE THIRTEEN MEN WHO MADE THE STUDY
The FCC's Network Study report
was written by lawyers and economists.
That is evident in a look at the dramatis
personae of the staff.
Director of the FCC's Network Study
Staff was Roscoe L. Barrow, dean of the
U. of Cincinnati Law School. He was
named director in September 1955 and
spent alternate weeks in Washington
while administering his collegiate duties
in Cincinnati. For the past few months,
however, he virtually spent fulltime
on the project. Dean Barrow was born in
LaGrange, N. C, in 1913. He received
his B.S. degree from Lewis Institute (now
Illinois Institute of Technology) in 1935,
a J.D. from Northwestern U. in 1938.
From 1938 to 1951, Dean Barrow was a
government attorney with the National
Labor Relations Board, Dept. of Agricul-
ture, Office of Price Administration and
with the Dept. of lustice (as a special as-
sistant to Attorney General J. Howard
McGrath handling price violation prose-
cutions). In 1949 he was appointed pro-
fessor of law at Cincinnati U.; he was
named acting dean in 1952 and dean in
1953. During World War II he served in
the Navy.
Executive secretary of the staff was Dr.
Louis H. Mayo, assistant dean, George
Washington U. Law School, Washing-
ton, D.C. A U. S. Naval Academy grad-
uate, Dr. Mayo served in the Navy dur-
ing World War II, reaching the rank of
lieutenant commander. He has been
teaching communications law at George
Washington U. since 1951. He also has
served as a consultant to the White
House on special projects.
Two other attorneys were attached to
the staff — Ashbrook P. Bryant and J. F.
Tierney. Mr. Bryant, an FCC attorney
on detail to the staff, practiced privately
in New York, was an attorney with the
Securities & Exchange Commission, a
special assistant to the Attorney General
on war fraud cases, and chief counsel
of the Senate Preparedness Investigating
Committee before joining the FCC. Mr.
Tierney served with the British Purchas-
ing Commission, with the Kaiser Co.,
as a consultant to the Small Business Ad-
ministration, with Robert A. Mayhew
Assoc., and on the staff of the House
Appropriations Committee.
The economists included Dr. Jesse
Markham, Princeton U. professor of eco-
nomics (and antitrust specialist); Hyman
H. Goldin, FCC economist (chief of the
Economics Division since 1948); Dr.
Warren Baum, formerly with the Rand
Corp.; Peter Gerlando, FCC economist,
formerly with OPA, Commerce Dept.,
Federal Security Agency and Census
Bureau; Ellis Crocker, FCC economist
with the Economics Div., now with the
Telephone Div., Common Carrier Bu-
reau, and Robert D. J. Leahy, special in-
vestigator for the Broadcast Bureau.
Another academician was Dr. Charles
H. Sandage, chairman of the advertising
department, U. of Illinois.
The practical side of broadcasting and
advertising was represented by two staff
members: Edward R. Eadah and Harry
J. Nichols, both serving as industry con-
sultants. Mr. Eadah is the former re-
search director of the now defunct
DuMont Tv Network. Before that he
headed the client coverage departments
at CBS, ABC and MBS. Mr. Nichols re-
tired in 1955 as senior vice president and
part owner of Mumm, Mulloy & Nichols
advertising agency, Columbus, Ohio.
IN this first — and only — group picture of the FCC's Network Study Staff, taken in
New York in November 1955, all members are shown except three. Seated (I to r)
are Ashbrook P. Bryant, Dr. Louis H. Mayo, Dean Roscoe L. Barrow, Hyman H.
Goldin and Dr. Jesse Markham. Standing (I to r) are Peter Gerlando, Harry J.
Nichols, Dr. Warren Baum, James B. Sheridan (acting chief of the FCC's economics
division who is not a member of the study staff), Edward R. Eadah, and J. F. Tierney.
Dr. Charles H. Sandage, Ellis Crocker and Robert D. J. Leahy were not present when
this picture was taken.
that the network had instigated the rule in-
fraction, this would presumably reflect on
the network's qualifications as a licensee of
its owned and operated stations. This raises
the question, however, whether the penalties
involved are appropriate for rule infrac-
tions, by stations or networks.
There can be no question that revocation
or non-renewal of a station's license, whether
the license is held by a network or by a non-
network organization, is a drastic penalty for
the Commission to impose. Such action
clearly reflects on the character of the li-
censee and his ability to perform in the pub-
lic interest. The financial penalty involved
may be quite substantial. In most cases the
licensee will have made a substantial invest-
ment in plant and facilities, program mate-
rials, etc. It is not unlikely that there would
be a financial loss in the forced sale of the
station's facilities to the new licensee author-
ized by the Commission to operate on the
assigned frequency. As previously indicated,
in the Don Lee case in which the Commis-
sion was dealing with clear-cut violations of
the Chain Broadcasting Rules by a radio net-
work,3 the Commission concluded that rev-
ocation of any of the station licenses of the
network would be too extreme a penalty.
In addition to its power to revoke, or not
to renew, a station's license, the Commis-
sion, under authority granted to it by the
1952 Amendment to the Act (§ 312(s) may
issue a "cease and desist" order in cases
3 In 1950 Don Lee Network was charged with
coercing affiliates into violating provisions of
Chain Broadcasting Rules. Since Don Lee itself
was licensee of several stations, FCC instituted
license renewal proceedings against these sta-
tions on premise that if network had used its
weight on affiliates, its qualifications to hold
broadcast license were in doubt. Commission
renewed licenses of Don Lee stations on ground
that revocation (which was its only recourse
then) was too stringent punishment.
when the licensee has violated any provision
of the Act or any Commission rule or regu-
lation. The "cease and desist" order, in
certain circumstances, can be a useful tool
in rule enforcement. The effectiveness of this
sanction may be limited, however, for the
reason that the only remedy provided by the
Act for failure to observe a "cease and de-
sist" order is the extreme penalty of license
revocation. Also, this penalty applies to fail-
ure to observe the "cease and desist" order,
rather than to engagement in the practices
violative of the Commission's rules, which
are the subject of the order.
It appears, therefore, that the Commis-
sion's vital function of effective rule en-
forcement would be aided if it were im-
powered to impose penalties (other than
revocation of a station's license) for prac-
tices which, after proper investigation by
the Commission, were found to be infrac-
Page 104 • October 7, 1957
Broadcasting • Telecasting
tions of the existing rules. In any case where
the Commission is authorized, pursuant to
§ 312(a)(b) to revoke a license, or to revoke
a permit, or to issue a cease and desist
order, the Commission, after the hearing
required by subsection 312(c), or waiver
thereof, in lieu of revoking a license, or
revoking a permit, or issuing a cease and
desist order, or in addition to issuing a
cease and desist order, should be authorized
to order the licensee or permittee to forfeit
to the United States a specified sum for
each day during which the Commission
finds that any offense set forth in the order
to show cause issued pursuant to subsection
312(c) occurred. Since the magnitude and
importance of the rule infractions are likely
to vary from case to case, the Commission
should be permitted some latitude, within
prescribed limits, in relating the amount of
each forfeiture to the nature of the infrac-
tion and the particular circumstances in-
volved. Such a system of forfeiture would
give the Commission more flexibility in
applying its rules to varied and changing
situations.
The Network Study Staff therefore rec-
ommends that the Commission request Con-
gressional legislation that would impower
it to adopt a system of forfeitures in the
case of demonstrated infractions of Com-
mission rules. This procedure for handling
alleged violation of Commission rules is
preferable to considering such complaints
in the license renewal context.
In the past, the main thrust of Commis-
sion activity in the broadcasting area has
necessarily been in the assignment of fre-
quencies for the development of radio and
television broadcasting and in licensing of
stations to operate on the assigned fre-
quencies. These were clearly the most ur-
gent of the Commission's tasks and, with
the limitations of budget and staff, required
a heavy concentration of Commission per-
sonnel. Now that the Commission has suc-
ceeded in getting a substantial number of
television stations on the air, and has issued
licenses for virtually all commercial assign-
ments in the vhf portion of the spectrum,
it is possible for the Commission to devote
more of its resources to some of the other
problems before it. With respect to a num-
ber of practices which it has examined,
the Network Study Staff has discovered
apparent violations of existing Commission
rules. The mutuality of interest between
stations and networks in many areas, and
the overriding importance to stations of
affiliation with a network, may make it
unlikely that some stations will inform the
Commission in cases where the network has
been seeking to influence station behavior
in ways that may be contrary to the Com-
mission's rules. For these reasons, the Net-
work Study Staff concludes that continued
and close surveillance by the Commission of
such practices is essential, including field
investigations, where appropriate, in con-
nection with alleged violations.
Television is a dynamic industry, and its
structure and practices will undoubtedly
undergo numerous changes with the passage
of time. The Network Study Staff therefore
recommends that the Commission take such
administrative steps as it considers necessary
in order to insure an adequate staff organiza-
tion both for the effective enforcement of
the existing and proposed rules and for a
continued re-examination of the rules in
the light of their impact on the industry
and of other developments. Only in this
way can the Commission insure a broad-
casting system that is serving the public
interest through effective competition.
[V. Conclusion
The Report on Network Broadcasting
recognizes the great contribution of the
networks to television. It was the nation-
wide, interconnected network system of
broadcasting, providing free program serv-
ice through national advertiser support,
which made possible the phenomenal growth
of television. In this way, national program
service was brought to virtually all our
people in a brief span of years. Through
this system, public service programming as
well as popular entertainment is provided
and simultaneous broadcast to a nation-
wide audience of events of national interest
is made possible. The network system also
provides a vital means of linking together
our people in the event of national emer-
gency. In these and other respects, network
activities are consistent with, or help to
promote the public interest and to effec-
tuate Commission policy.
On the other hand, there are respects in
v/hich the networks' concentration of con-
trol, and the practices in which they engage,
have been found incompatible with the
public interest. An important Commission
policy impinged upon by network structure
and practices is that of making the station
licensee responsible for broadcasting in the
public interest. As has been seen, stations are
highly dependent on the network program
service, and the network affiliate carries a
large schedule of network programs. The
networks, through their use of the con-
tractual right of option time, and other
practices, have persuaded affiliated stations
to accept a larger schedule of network pro-
grams than they would otherwise be dis-
posed to carry. In this way, network prac-
tices have, to some extent, restricted ths
programming responsibility of the station
licensee and limited the licensee's oppor-
tunities to program according to the specific
needs of his local community. They have
also curtailed the availability of alterna-
tive program sources to the station and thus
to the public which it serves.
Another statutory and Commission policy
directly affected by networking is that of
preserving effective competition in broad-
casting. Networks have a high concentra-
tion of control over important facets of the
telecasting industry. The principal factors
accounting for the high concentration of
control by networks are the shortage of
competitive station facilities in the vhf
spectrum and the economic advantages, to
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Broadcasting • Telecasting
October 7, 1957 • Page 105
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networks and stations, inherent in the
affiliation relationship. Despite the very high
network profits of CBS and NBC, there is
little prospect for the immediate entry of a
fourth network. While the three existing
networks compete among themselves in
many areas, the small number of networks
and the formidable barriers to new net-
work entry are limitations on the effective-
ness of competition at the network level.
The encouragement of greater competition
between networks and national spot tele-
casting, therefore, holds out the principal
hope of providing more effective competi-
tion in the public interest. However, a num-
ber of network practices have served to
restrain competition between network and
national spot advertising and to place the
station representatives, program suppliers,
and advertisers using national spot, at a
competitive disadvantage. These practices,
in combination, have restrained competition
between networking and the national spot
system to a significant degree.
A third policy of the Commission is that
of providing a nationwide television system,
with one or more broadcast services availa-
ble to as high a proportion as possible of the
people of the United States. The network
system has done much to foster the realiza-
tion of this objective. But some practices
of the networks designed to protect the area
of their primary affiliates, especially in the
larger and more profitable markets, have
impeded rather than assisted this Commis-
sion policy.
This report accepts the network system
as a necessary and highly desirable com-
ponent of the American broadcasting sys-
tem. The recommendations which have
been made are designed to provide effective
competition in television by removing those
competitive restraints which impinge upon
Commission policy relating to the public
interest in broadcasting. It is the opinion
and hope of the Network Study Staff, that
the present system of broadcasting, in which
the networks play so large a role, will be
rendered more competitive by adoption of
these recommendations, and thus will better
serve the interest of the public at large.
It should be recognized, however, that
the high concentration of control exercised
by networks, the barriers to new network
entry, the strong bargaining position of the
networks in their relations with stations in
many markets, and the limited opportunities
for non-network groups to compete, present
in combination a serious problem for the
realization of the objectives of the Com-
mission. Should measures recommended in
this report, together with technological
change in the industry within the next few
years, not achieve effective competition in
the broadcasting system, it may be necessary
to consider basic structural changes in the
system. The changes which might have to
be considered under these circumstances
include such alternatives as: a national
television service available to any subscrib-
ing stations, as national news sources now
make their services available to all news-
papers; rationing of station time among
program suppliers and advertisers; Commis-
sion regulation of rates; recapture of monop-
oly profits or economic rent in the use of
valuable frequency channels allocated to
the large commercially desirable markets;
and recapture of the value of the frequency
itself upon the sale of scarce, viable, sta-
tion facilities.
In lieu of considering such basic struc-
tural changes, the Network Study Staff has
followed the policy of working within the
framework of the existing network system
and recommending the minimum changes
necessary to remove competitive restraints
and to effectuate Commission policy relative
to licensee responsibility, diversity of owner-
ship and control, and broadcasting in the
public interest. Thus, it has been recom-
mended that the self regulating value of
publicity as to affiliation practices, rates,
and compensation be relied upon to the
extent possible. Where this is not feasible,
it has been recommended that the restraints
on station freedom and the competitive op-
portunities for non-network groups, result-
ing from option time, must-buy, the use of
affiliation and rate decisions to influence
station behavior and other practices, be pro-
hibited or further limited. The recommenda-
tions are designed to improve upon the
existing structure rather than to provide a
substitute for it.
Through these recommended changes, sta-
tions will have additional freedom in pro-
gramming to meet the needs of their local
communities; there will be somewhat great-
er opportunity for access to the valuable
television medium of non-network groups,
such as program producers and national
station representatives provided a wide
range of program choice; some greater ac-
cess of local and regional advertisers to
television will be provided; multiple own-
ership will be reduced and more entrepre-
neurs will be brought into broadcasting, thus
increasing opinion sources and the oppor-
tunities for local community service; and
the networks will be subject directly to the
Commission s rules so that any restraining
conduct in matters affecting the public in-
terest may be more effectively administered.
Adoption of the recommendations should
result in a greater degree of competition in
broadcasting, programming which is more
responsive to community needs, and a more
nearly nationwide service. The viewing
public would have available a wider variety
of television services and a more varied
program fare.
In the opinion of the Network Study
Staff, these recommendations, if adopted,
will bring about important and substantial
improvements in television broadcasting
service to the people.
THE COMMUNITY-NEWS VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "M-Mm"MBS
Page 106 • October 7, 1957
Broadcasting • Telecasting
Station Authorizations, Applications
(As Compiled by B»T)
September 26 through October 2
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per- night. LS — local sunset, mod. — modification
mit. ERP— effective radiated power, vhf — very trans. — transmitter, unl. — unlimited hours, kc —
high frequency, uhf — ultra high frequency, ant. kilocycles. SCA — subsidiary communications au-
— antenna, aur. — aural, vis. — visual, kw — kilo- thorization. SSA — special service authorization
watts, w — watt, mc — megacycles. D — day. N — ST A — special temporary authorization. * — educ.
Am-Fm Summary thorugh Oct. 2
Appls.
In
On
Pend
Hear-
Air Licensed Cps
ing
ing
Am 3,024 3,010 298
443
144
Fm 538 519 66
78
0
FCC Commercial Station
Authorizations
As of Aug. 31, 1957 *
Am
Fm
Tv
Licensed (all on air)
3,068
520
365
Cps on air
3413
532
528
Cps not on air
148
30
133
Total authorized
3,261
562
661
Applications in hearing
155
12
82
New stations requests
340
37
77
New station bids in hearing
109
5
46
Facilities change requests
195
15
47
Total applications pending
1,118
148
382
licenses deleted in Aug.
0
2
0
Cps deleted in Aug.
2
0
1
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
Tv Summary through Oct. 2
Total Operating Stations in U. S.:
Vhf Uhf Total
Commercial 401 87 488*
Noncomm. Education 19 5 242
Grants since July 11, 7952:
(When FCC began processing applications
after tv freeze)
Vhf Uhf Total
Commercial 363 328 6911
Noncomm. Educational 28 21 492
Applications filed since April 14, 7952:
(When FCC began processing applications
after tv freeze)
New
Amend.
Vhf
Uhf
Total
Commercial
1,125
337
872
590
1,4622
Noncomm. Educ
. 68
38
33
68*
Total
1,193
337
910
623
1,530s
1 177 cps (33 vhf, 144 uhf) have been deleted.
2 One educational uhf has been deleted.
3 One applicant did not specify channel.
4 Includes 48 already granted.
6 Includes 725 already granted.
New Tv Stations
APPLICATIONS
Perrine, Fla. — South Florida Amusement Co.,
vhf ch. 6 (82-88 mc); ERP 64.5 kw vis., 32.4 kw
aur.; ant. height above average terrain 497 ft.,
above ground 537 ft. Estimated construction cost
$286,434, first year operating cost $300,000, revenue
$300,000. P. O. address Hallandale Drive-In The-
atre, Box 278, Hallandale, Fla. Studio location
Perrine, Fla. Trans, location Homestead, Fla.
Geographic coordinates 25° 28' 22" N. Lat., 80°
29' 31" W. Long. Trans.-ant. RCA. Legal counsel
Harry Plotkin, Washington 6, D. C. Consulting
engineer Kear and Kennedy, Washington, D. C.
Owners are Sherwin Grossman (60%), Harry J.
Grossman (20%), and Janice C. Grossman (20%).
Sherwin Grossman has theatre interests; Harry
Grossman has theatre and banking and cleaning
interests; Janice Grossman has theatre interests.
Announced Sept. 26.
Existing Tv Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
WLOF-TV Orlando, Fla. — Mid-Florida Televi-
sion Corp., ch. 9. Changed from WTLO.
WVMI-TV Biloxi, Miss. — Radio Assoc. Inc.,
ch. 13.
KSOO-TV Sioux Falls, S. D. — KSOO-TV Inc.,
ch. 13.
Translators
ACTIONS BY FCC
CALL LETTERS ASSIGNED
K77AG Bullhead City & Davis Dam, Ariz.—
Mohave County Board of Supervisors. Changed
from K72AH.
K83AC Globe & Miami, Ariz. — Community Tv
Project.
K71AF Cedarville, Calif.— Surprise Valley Tv
Club.
K72AN Durango, Colo. — Durango Jr. Chamber
of Commerce Inc.
K71AH Salida, Colo.— Salida Tv Translator
Assn.
K71AG Cottage Grove, Ore. — South Lane Tv
Inc.
K74AJ Cottage Grove, Ore. — South Lane Tv
Inc.
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
EASTERN
MAJOR
INDEPENDENT
$350,000
1,700,000 people
in primary. Good
equipment. One-
half cash.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
RADIO • TELEVISION • NEWSPAPER
MIDWEST
FULLTIME
INDEPENDENT
$350,000
Under-radiod
market. Cash flow
of $75,000 annual-
ly. 29% down.
CHICAGO, ILL.
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
SOUTH
1 KW
DAYTIMER
$75,000
A good area with
high personal in-
come. One-half
down. Now show-
ing a profit.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
VALLEY
INDEPENDENT
$75,000
This 1 kw day-
timer in the cit-
rus country of
Texas is showing
rapid gains. Lib-
eral financing.
Ideal for owner
manager.
DALLAS, TEX.
Dewiff (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1175
WEST
ROCKY
MOUNTAIN
$130,000
Fulltime network
affiliate with ex-
cellent record of
profit. 29% down.
SAN FRANCISCO
W. R. (Ike) Twining
I I I Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
October 7, 1957
Page 107
Planning
a Radio
Station?
RCA
PROGRESS
PURCHASE
PLAN
Flexible Financing
for Broadcasters
Here's a brand new
financing plan that will
take a load off your
pocketbook and speed
you on your way to
station ownership!
RADIO CORPORATION
of AMERICA
FOR THE RECORD continued
New Am Stations
ACTIONS BY FCC
Huntsville, Ala. — Leroy Garrett, granted 1600
kc, 1 kw D. P. O. address 703V2 S. 14th St.,
Birmingham, Ala. Estimated construction cost
$16,312, first year operating cost $36,000, revenue
$60,000. Mr. Garrett, cleaning interests and own-
er recording company, will be sole owner. An-
nounced Oct. 2.
Tallassee, Ala. — Confederate Bcstg. Co., granted
1300 kc, 1 kw D. P. O. address % Ned Butler, Box
292, Talladega, Ala. Estimated construction cost
$13,000, first year operating cost $20,000, revenue
$26,000. Mr. Butler < 33.34%), James T. Hemphill
(33.33%), W. K. Johnston (18.33%) and Joe A.
Armbrester Jr. (15%) will be owners. Mr. Butler,
Mr. Hemphill and Mr. Johnston are co-owners of
WJHB Talladega. Mr. Armbrester is appliance
and furniture dealer. Announced Oct. 2.
Douglas, Ariz. — Frank S. Bare Jr., Genevieve
B. Bare, David V. Harman and Isabelle B. Har-
man d/b as Copper State Enterprises, granted
930 kc, 1 kw D. P. O. address % Mr. Bare, Box
5282, Phoenix, Ariz. Estimated construction cost
$21,435, first year operating cost $19,900. revenue
$45,000. Mr. Bare is 50.2% stockholder in applicant
for Phoenix am and former station manager,
KRUX Glendale, Ariz. Mr. Harman has Tempe,
Ariz., restaurant and real estate interests. An-
nounced Sept. 26.
Leland, Miss. — Joseph S. Zuccaro tr/as Miss
Ark Bcstg. Co., granted 1580 kc, 1 kw D. P. O.
address Box 112 Natchez, Miss. Estimated con-
struction cost $13,150, first year operating cost
$24,000, revenue $30,000. Mr. Zuccaro is Natchez
lawyer. Announced Sept. 26.
Nashua, N. H. — Merrimack Valley Bcstg. Sys-
tem Inc., granted 1590 kc, 5 kw DA-D. P. O. ad-
dress 502 W. Hollis St., Nashua. Estimated con-
struction cost $32,210, first year operating cost
$31,777, revenue $81,770. Claude E. Nichols, owner
of Nashua radio-tv sales-service firm, is 100%
owner. Announced Sept. 26.
APPLICATIONS
Gloucester, Mass. — WGLO Inc., 820 kc, 1 kw D.
P. O. address Lewis F. Sargent, 580 Winter St.,
Framingham, Mass. Estimated construction cost
$25,285, first year operating cost $56,958, revenue
$66,073. Principals include Lewis F. Sargent
(52%) and others. Mr. Sargent is former com-
mercial manager of WKOX Framingham, Mass.
Announced Oct. 1.
Lansing, Mich. — Binder-Carter-Durham Inc.,
1580 kc, 500 w D. P. O. address 3506 E. Kearsley
St., Flint, Mich. Estimated construction cost
$49,705, first year operating cost $35,000, revenue
$50,000. Owners are Richard S. Carter (50%),
Harry J. Binder and Albert Binder (each 25%).
Mr. Carter is general manager of WAMM Flint.
Messrs. Binder have furniture interests. An-
nounced Sept. 11.
Stevens Point, Wis. — Alvin E. O'Konski Enter-
prises Inc., 1320 kc, 500 w N, 1 kw D unl. P. O.
address House Office Bldg., Washington, D. C.
Estimated construction cost $45,600, first year
operating cost $60,000, revenue $85,000. Mr.
O'Konski also owns WOSA Wausau and WLIN
(FM) Merrill, both Wis. Announced Oct. 1.
Existing Am Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
KOKA Shreveport, La. — Northwest Louisiana
Bcstg. Corp., 1050 kc. Changed from KANV.
WINE Kenmore, N. Y. — Western New York
Bcstg. Co., 1080 kc. Changed from WXRA.
WEEP Pittsburgh, Pa. — Pittsburgh Bcstg. Co.,
1080 kc. Changed from WILY.
KINT El Paso, Tex. — Robert L. Howsam,
1590 kc.
New Fm Stations
ACTIONS BY FCC
Mt. Washington Tv Inc., Mt. Washington, N. H.
— Granted cp for new Class B fm station to
operate on ch. 235 (94.9 mc); ERP 8.9 kw; ant.
height 3,720 ft.; subject to John W. Guider (10%
stockholder) disposing of interest in WMOU-
FM Berlin, N. H., prior to commencing program
tests at Mt. Washington station. Announced
Sept. 26.
Herman C. Hall, Greensboro, N. C. — Granted
cp for new Class B fm station to operate on
ch. 254 (93.7 mc); ERP 5.8 kw; ant. 110 ft.; en-
gineering conditions. Announced Oct. 2.
Antioch College of Yellow Springs, Yellow
Springs, Colo. — Granted cp for new noncommer-
cial educational fm station to operate on ch. 218
(91.5 mc) for low power (10 w) operation. An-
nounced Sept. 26.
James R. Corry, Houston, Tex. — Granted cp for
new Class B fm station to operate on ch. 250
(97.9 mc); ERP 10.5 kw; ant. 235 ft. Announced
Oct. 2.
APPLICATIONS
San Diego, Calif. — Sherrill C. Corwin, 96.5 mc,
29.45 kw unl. P. O. address 122 S. Robertson, Los
Angeles 48, Calif. Estimated construction cost
$28,700, first year operating cost $25,000, revenue
$25,000. Mr. Corwin, sole owner, is 10-15/16%
stockholder of KPRO Riverdale, KROP Brawley,
KYOR Blythe and KREO Indio, all Calif., 15%
stockholder of KAKE-AM-TV Wichita, Kan., and
applicant for various stations. Announced Sept.
30.
Miami, Fla. — Hallandale Drive-In Theatre Inc.,
94.9 mc, 16.9 kw unl. P. O. address Box 278, Hal-
landale, Fla. Estimated construction cost $29,740,
first year operating cost $7,500, revenue $5,000.
Owners are Sherwin Grossman (95%) and Janice
C. Grossman (5%). Mr. Grossman has theatre
interests. Announced Sept. 26.
Existing Fm Stations
CALL LETTERS ASSIGNED
WILY Kenmore, N. Y.— Western New York
Bcstg. Co., 103.3 mc. Changed from WXRC.
WRFM New York, N. Y. — Long Island Bcstg.
Corp., 105.1 mc. Changed from WWRL-FM.
WBKW Beckley, W. Va.— Joe L. Smith Jr. Inc.,
99.5 mc. Changed from WJLS-FM.
Ownership Changes
ACTIONS BY FCC
KAFP Petaluma, Calif. — Granted assignment of
license to Broadcast Associates Inc. (W. Shelby
Oliver, president); consideration $75,000. An-
nounced Sept. 26.
KOVR (TV) Stockton, Calif.— Granted transfer
of control from H. L. Hoffman and Terry H. Lee
to Hudson Valley Bcstg. Co. Inc. (WROW Al-
bany, and tv stations WCDA Albany, WCDB
Hagaman, both N. Y., and WCDC Adams, Mass.,
and some stockholders have interests in WTVD
Durham, N. C); consideration $1,222,808 plus or
minus certain adjustments. Comr. Bartley voted
for 309 (b) letter. KOVR operates on ch. 13.
Announced Sept. 26.
KHUB Watsonville, Calif. — Granted assignment
of license to Francis T. Crennan; consideration
$59,400. Announced Oct. 2.
WTMC Ocala, Fla. — Granted assignment of li-
cense to WTMC Inc. (R. H. Gunckel Jr., pres-
ident); consideration $125,000. Announced Oct. 2.
WSYL Sylvania, Ga. — Granted assignment of
license from Robert H. Thompson to Edwin H.
Bass, tr/under same name; consideration $45,000.
Announced Oct. 2.
Southwest
$200,000.00
One of the old established regional network stations
in one of the southwest's finest growth markets. Location
unsurpassed for living conditions. 29% down with bal-
ance payable over five years.
Exclusive with
^SLacLb urn
NEGOTIATIONS • FINANCING «
wipani]
> APPRAISALS
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
Sterling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
Page 108 • October 7, 1957
Broadcasting • Telecasting
PROFESSIONAL CARD
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-5411
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE*
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
RUSSELL P. MAY
711 14th St., N. W.
Washington 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE '■
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE *
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE *
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE *
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
1ERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
V FULL TIME SERVICE FOR AM-FM-TV
'. O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE *
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE *
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE *
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. Dl. 3-7503
COLLECTIONS
For the Industry
ALL OVER THE WORLD
TV — Radio — Film and Media
Accounts Receivable
No Collection — No Commissions
STANDARD ACTUARIAL WARRANTY CO.
220 West 42nd St., N. Y. 36, N. Y.
'O 5 5990
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE *
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE *
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE *
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
LOWELL R. WRIGHT
Aeronautical Consultant
serving the radio & tv industry
on aeronautical problems created
by antenna towers
Munsey Bldg., Wash. 4, D. C.
District 7-1740
(nights-holidays telephone
Herndon, Va. ELmwood 6-4212)
Broadcasting
• Telecasting
October 7, 1957 • Page 109
FOR THE RECORD continued
KEOK Fort Dodge, Iowa — Granted assignment
of license to American Bcstg. Stations Inc. (li-
censee of WMT Cedar Rapids; various officers
have interests in WMT-TV Cedar Rapids;
KMXR Denver, and KJBS San Francisco); con-
sideration $155,000. Announced Sept. 26.
WKLK CHxjuet, Minn.— Granted (1) renewal of
license and (2) relinquishment of positive con-
trol by Richard A., Dorothy R. and Charles R.
Rail, as a family group, through sale by Richard
A. Rail of 48.45% stock to Harry Newby, Walter
F. Stock, Frank Benkoski and Parker Childs;
consideration $6,500. Announced Oct. 2.
WMID Atlantic City, N. J.— Granted (1) re-
newal of license and (2) transfer of control from
Richard Endicott to David H. Freedman (pres-
ent officer, director and minority stockholder) ;
consideration $9,600 and 5-year contract as con-
sultant at $7,500 per year. (Chairman Doerfer
abstained from voting.) Announced Sept. 26.
WGR-AM-TV Buffalo, N. Y. — Granted as-
signment of licenses to Transcontinent Televi-
sion Com. (licensee of WROC-TV Rochester,
N. Y., and 50% interest in WSVA-AM-FM-TV
Harrisonburg, Va.); merges assignor into assignee
through stock transaction. Comr. Bartley ab-
stained from voting. WGR-TV operates on ch. 2.
Announced Sept. 26.
WROC-TV Rochester, N. Y. — Granted acquisi-
tion of positive control by Paul A. Schoellkopf
Jr., J. Fred Schoellkopf IV, David G. Forman,
Seymour H. Knox in, Seymour H. Knox and
Northrup R. Knox through exchange of 5,000
shares (50%) of Class A common stock for like
number of shares of Class B common stock by
General Railway Signal Co. Comr. Bartley ab-
stained from voting. Announced Sept. 26.
WSRC Durham, N. C. — Granted assignment of
license to Carolina Radio Inc. (Robert A. Mon-
roe, pres.; 50% owner of WAAA Winston-Salem);
consideration $100,000. Announced Sept. 26.
WTVD (TV) Durham, N. C. — Granted transfer
of control from Durham Television Co. inc., to
Hudson Valley Bcstg. Co. Inc., stock transaction
to merge Durham Television Co. Inc., into Hud-
son Valley Bcstg. Co. Comr. Bartley voted for
a 309(b) letter. WTVD operates on ch. 11. An-
nounced Sept. 26.
WEYE Sanford, N C. — Granted transfer of con-
trol from W. Li. Simmons, et al., to Dallas L.
and Martha H. Mackey; consideration $19,400 for
73.76%. By letter, denied request by Waldo W.
Primm to designate application for hearing, but
pointed out that this action does not constitute a
determination of issues existing in the contro-
versy arising out of contract alleged by Primm.
Announced Oct. 2.
KNDC Hettinger, N. Dak. — Granted acquisition
of positive control by D. J. Shults through stock
transfer from Lyle Markegard and Arnold
Adsem. Announced Sept. 26.
WJAS-AM-FM Pittsburgh, Pa.— Granted as-
signment of licenses to National Bcstg. Co., Inc.
(100% owned by RCA); consideration $725,000;
action is without prejudice to whatever action
the Commission may deem appropriate at such
time as presently pending anti-trust actions in-
volving RCA and NBC may be terminated. NBC
is licensee of WRCA-AM-FM-TV New York,
N. Y.; WRC-AM-FM-TV Washington, D. C;
WQAM-AM-FM and WNBQ (TV) Chicago, 111.;
KNBC-AM-FM San Francisco, Calif.; WRCV-
AM-TV Philadelphia, Pa.; WRCA (TV) Los
Angeles, Calif.; has cp for WBUF (TV) Buffalo,
N. Y., and through a subsidiary, operates WKNB
and WNBC (TV) New Britain, Conn. Conse-
quently, NBC will own 7 am, 5 fm and 7 tv (5
vhf and 2 uhf) stations. Comrs. Bartley and Lee
voted for a 309(b) letter with Comr. Bartley is-
suing a dissenting statement. Announced Sept. 26.
KLYN Amarillo, Texas — Granted assignment of
license to E. Boyd Whitney and Arthur Leroy
Nichols, d/b as Nichols-Whitney Bcstrs. (Mr.
Whitney has interest in KLOS Albuquerque, N.
Mex.); consideration $76,000. Announced Oct. 2.
KXLE Ellensburg, Wash. — Granted transfer of
control from Goodwin Chase Jr., and Joseph B.
Kendall to Willis R. Harpel and Stephen C.
Wray; consideration $80,000 subject to adjust-
ments. Announced Sept. 26.
KREM-AM-FM-TV Spokane, Wash.— Granted
assignment of licenses to KREM Bcstg. Corp.
(Dorothy S. Bullitt 40% and King Bcstg. Co. 60%
voting stock; KING-AM-FM-TV Seattle, and in-
terest in KGW-AM-TV Portland Ore.); consid-
eration $2,000,000. By letter, denied petition by
Television Spokane Inc., to designate applica-
tion for hearing, but pointed out that action
does not constitute a determination of issues
existing in controversy arising out of the con-
tract alleged in the petition. Comr. Bartley
voted for a 309(b) letter; Comr. Mack absent.
KREM-TV operates on ch. 2. Announced Sept.
26.
WFMR (FM) Milwaukee, Wis.— Granted ac-
quisition of positive control by James G., Clif-
ford H., Sheila and Ann Baker through stock
purchase from Hugo Koeth Jr. and Albert Weiss.
Announced Sept. 26.
APPLICATIONS
KRTU Tucson, Ariz. — Seeks assignment of li-
cense from Associated Bcstrs. of Tucson to As-
sociated Bcstrs. of Tucson Inc. Corporate change.
No control change. Announced Sept. 25.
Longmont, Colo.— Seeks assignment of license
from Radio Station KLMO to Arline Hodgins
Steinbach for $63,000. Arline Steinbach is former
owner and general manager of KBMO Benson,
Minn. Announced Sept. 25.
WDAX McRae, Ga. — Seeks assignment of cp
from Radio Telfair to Radio Telfair Inc. Corpo-
rate change. No control change. Announced Sept.
26WREX-TV Rockford, 111. — Seeks transfer of
control from Greater Rockford Television Inc.
to Continental Television Corp. for $2,850,000.
Continental Television Corp. is owned by Lester
Townes (Bob) Hope (50%), Albert Zugsmith
(25%), Arthur B. Hogan (10%) and Ashley L.
Robison (15%). Mr. Hope is 40.37% stockholder
of KOA-AM-TV Denver, Colo. Mr. Zugsmith is
37.5% stockholder of KVSM San Mateo, Calif.,
25% stockholder of KULA-AM-TV Honolulu,
Hawaii, 17.5% of KSHO Las Vegas, Nev., 17.5% of
KBMI Henderson, Nev., 9% of KBYE Oklahoma
City, Okla., 55.57% of KRKD-AM-FM Los An-
geles, Calif., 55.57% of KITO San Bernardino,
Calif. Mr. Hogan is 25% owner of KULA-AM-TV,
18% shareholder of KBYE, owner of KFOX Long
Beach, Calif., 18% shareholder of KSHO-TV and
KBMI. Mr. Robison is 75% owner of KOVO
Provo, Utah, 25% owner of Southern Calif. Bcstrs.
Inc., 9% owner of Great Empire Bcstg. Corp.,
Oklahoma City, Okla. Announced Sept. 27.
WCSI Columbus, Did. — Seeks assignment of li-
cense from Syndicate Theatres Inc. to White
River Bcstg. Co. for $150,000. White River Bcstg.
is owned by The Findlay Publishing Co., licen-
see of WFIN-AM-FM Findlay, Ohio. Announced
Sept. 26.
KPIG Cedar Rapids, Iowa — Seeks acquisition
of positive control of licensee corp. by John C.
Kelly, Lennon Kelly, Dr. A. H. Kelly and James
I. Mitchell through purchase of 405 shares of
stock by the licensee (Cedar Rapids Bcstg.
Corp.) from Dakota County Realty Corp. Cor-
porate change. No control change. Announced
Sept. 26.
WWXL Manchester, Ky. — Seeks transfer of
control of licensee corp. from Clifford Spurlock
to Roy A. Redmond, J. L. Tigue and Cecil
Corum by various stock purchases. Owners are
J. L. Tigue (23.6%), Cecil Corum (16.7%), Frank
Nolan (15%), Roy A. Redmond (9%) and others.
Mr. Tigue is attorney and banker; Mr. Corum is
garage owner; Mr. Nolan is publisher, and Mr.
Redmond has had mining interests. Announced
Sept. 26.
WVDA Boston, Mass. — Seeks transfer of con-
trol of licensee corp. from Victor C. Diehm, Mrs.
Hilda M. Deisroth, George M. Chisnell and
Kathryn E. Kahler to Great Trails Bcstg. Corp.
for $252,500. Great Trails Bcstg. Corp. is owned
by Charles Sawyer. Mr. Sawyer owns WING
Dayton, Ohio, is majority stockholder of WIZE
Springfield, Ohio, 20% stockholder of WCOL
Columbus, Ohio, owner of WKLO Louisville, Ky.
Announced Sept. 26.
KMOX-TV St. Louis, Mo. — Seeks assignment of
cp from Columbia Bcstg. System Inc. to 220
Television Inc. (contingent on grant of KWK-
TV, filed simultaneously, see below). 220 Tele-
vision Inc. is owned by Harold Koplar (64-2/7%),
Lillian Koplar Shenker (21-3/7%) and Arthur
A. Blumeyer (14-2/7%). Mr. Koplar has hotel
and drug interests; Lillian Koplar Shenker has
various business interests, and Mr. Blumeyer
has insurance and banking interests. Announced
Sept. 30.
KWK-TV St. Louis, Mo. — Seeks assignment of
license and cp from KWK Die. to Columbia
Bcstg. System Inc. for $2,440,000 subject to ad-
justments on closing date. Other CBS-owned
stations include WCBS-AM-FM-TV New York,
N. Y., KNX-AM-FM, KNXT (TV) Los Angeles,
Calif., WBBM-AM-FM-TV Chicago, HI., KCBS-
AM-FM San Francisco, Calif., KMOX-AM-TV St.
Louis, Mo., WEEI-AM-FM Boston, Mass.. WXIX
(TV) Milwaukee, Wis., WHCT (TV) Hartford,
Conn. Announced Sept. 30.
KWEB Rochester, Minn. — Seeks assignment of
license from Rochester Bcstg. Co. to Rochester
Music City Inc. Comorate change. No control
change. Announced Sept. 26.
KBMI Henderson, Nev. — Seeks assignment of
license from Television Co. of America Inc. to
KBMI Inc. Corporate change. No control change.
Announced Sept. 26.
WHFI (FM) Newark, N. J.— Seeks assignment
of license from Fidelity Radio Corp. to Du Mont
Bcste. for $40,000. Du Mont Bcstg. is the licensee
of WNEW and WABD (TV) New York, N. Y.,
and WTTG (TV) Washington, D. C. Announced
Sept. 25.
WXRA, WXRC (FM) Kenmore, N. Y.— Seeks
assignment of license from Western New York
Bcstg. Co. to John W. Kluge. Corporate change.
No control change. Announced Sept. 25.
WBFM (FM) New York, N. Y.— Seeks transfer
of control of license corp. from Muzak Corp. to
Wrather Corp., for $4,175,000. Wrather Corp. is
owned by J. D. Wrather Jr. (46%), John L. Loeb
(45%) and others. Mr. Wrather is 38.895% stock-
holder of KFMB-AM-TV San Diego, Calif.,
KERO-TV Bakersfield, Calif., and has less than
2% interest in DuMont Bcstg. Corp., licensee of
WABD (TV) New York, N. Y., WTTG (TV)
Washington, D. C, and WNEW New York, N. Y.
Mr. Loeb owns less than 1% of DuMont Bcstg.
Corp. Announced Sept. 30.
WOOW New Bern, N. C. — Seeks assignment of
license from Radio New Bern Luc. to WBOF-TV
Inc. for $15,000 and certain promissory note.
WBOF-TV Inc. is owned by J. Leo Hoarty Jr.,
J. Sidney Banks, J. P. Sadler and W. W. Mc-
Clanan Jr. (each 25%). Each of these own
19.48% of WBOF Virginia Beach, Va. Announced
Sept. 26.
WBCB Levittown-Fairless Hills, Pa.— Seeks as-
signment of cp from Drew J. T. O'Keefe, Jack
J. Dash and William F. Waterbury to O'Keefe
Bcstg. Co. Inc. Corporate change. No control
change. Announced Oct. 1.
KQV Pittsburgh, Pa. — Seeks transfer of con-
trol of licensee corp. from Earl F. Reed and
Irwin D. Wolf Jr., voting trustees to American
Bcstg.-Paramount Theatres Inc. for $700,000.
Other owned or partially owned AB-PT stations
include WXYZ-AM-FM-TV Detroit, Mich., WLS
Chicago, 111., WABC-AM-FM-TV New York, N.
Y., WENR-FM, WBKB (TV) Chicago, KGO-AM-
FM-TV San Francisco, Calif., KABC-AM-FM-
TV Los Angeles, Calif. Announced Oct. 1.
WRAW Reading, Pa. — Seeks transfer of nega-
tive control of licensee corp. from John F. Stein-
man to Mrs. Shirley W. Steinman, Mrs. Shirley
S. Sidman, Alan N. Sidman, Clair R. McCollough,
I. Z. Buckwalter, D. R. Armstrong, and W. W.
Shenk as Trustees of the John Frederick Stein-
man Foundation. Announced Sept. 30.
KETX Livingston, Tex. — Seeks assignment of
license from Harold J. Haley, Robert M. Sutton
and Donald L. Gulihur d/b as Polk County Bcstg.
Co. to Harold J. Haley tr/as Polk County Bcstg.
Co. for $500. Announced Oct. 1.
WCFV Clifton Forge, Va.— Seeks transfer of
negative control of licensee corp. from E. T.
Nicely and Hazel Jane Nicely to C. H. Lawler
and Joseph William Lawler at a par value of
$100 for preferred stock. Announced Sept. 25.
Routine Roundup
ACTIONS BY FCC
CHIEF, BROADCAST BUREAU, DELEGATED
AUTHORITY TO DECLARE INACTIVE CON-
STRUCTION PERMITS FORFEITED
By order, Commission amended Sec. 0.241 of
its rules delegating authority of Chief of Broad-
cast Bureau by adding new sub-section, extending
such authority, to read: "To declare construction
permit for a broadcast facility automatically
forfeited if station authorized by construction
permit is not ready for operation within time
specified therein or within such further time as
Commission may have allowed for completion,
and no application for extension of construction
permit has been granted by Commission or
timely filed by permittee, and to place notation
of forfeiture in records of Commission as of ex-
piration date of construction permit." Comr. Ford
abstained from voting.
continues on page 115
Page 110 • October 7, 1957
BROADCASTING • TELECASTING
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 200 per word — $2.00 minimum • HELP WANTED 25* per word — $2.00 minimum.
• AH other classifications i0<f per word — $4.00 minimum. • DISPLAY ads #20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting • Telecasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting • Telecasting expressly repudiates any liability or responsibility for their custody or return.
RADIO
Help Wanted
New station requires almost entire staff. Must
be experienced. Need news man, disc jockeys,
salesmen and continuity writer. News-men and
disc jockeys send tape with first letter. All tapes
returned. All replies confidential. Write Box
214B. B-T.
WFCR, Fairfax, Va., expanding with new station
going on air Warrenton, Va. Need staff men and
sales force. Only livewires considered.
Our manager has bought his own radio station.
He is taking our continuity man with him. One
engineer-announcer is leaving for electronics
school. We need one good manager, preferably
from the southwest area, at a good salary and
bonus with a limited stock purchase plan. We
also need one continuity writer and one engi-
neer-announcer to replace good man we hate to
see leave us. Address all inquiries to Donald
S. Bush, 216 Booker Building, Artesia, New
Mexico. No phone calls please.
Broadcast teacher wanted to teach broadcasting
or FCC license course or both. Give complete
background and salary expected. Pathfinder
School of Radio & Television, 737 11th St., N. W.,
Washington 1, D. C.
Management
Selling manager wanted, $10,000 yearly plus
bonus, top central California radio station. Must
be experienced, proven ability. Send photo, full
particulars. Box 481B, B»T.
Experienced manager interested in making
limited investment in corporation operating
regional station on the air one year. Excellent
market. Located in midwest. Offering possibilities
to aggressive, solid salesman who wants to work.
Give qualifications in first letter. Box 498B, B«T.
Excellent opening for hardhitting sales manager
on fulltime 250 local. Excellent market town of
30,000. Can progress to station manager. Furnish
complete details in confidence. Box 521B, B«T.
Commercial manager. Good Salary plus com-
mission for go-getter. Must be able to produce.
Enterprising station in Tidewater area. WDDY,
Gloucester, Va.
Sales
Experienced salesman wanted by daytime kilo-
watt near Chicago with night time application
pending. $400 monthly guarantee against 15 per
cent. Protected account list and territory. Bonus
plus other fringe benefits. Personal interview
necessary. List age, education, experience in
detail. Box 250B, B»T.
Fourth largest market on west coast needs high
caliber salesman with plenty of drive. Top NBC
affiliate has choice opening, for aggressive, ex-
perienced man. We do not want the hot shot.
Excellent earnings and future available. Send
complete resume, plus past years billing to Box
254B. B-T.
Salesman: Capable of future management. Lead-
ing independent in Detroit. Good guarantee, plus
every benefit. Box 340B, B>T.
Salesman-announcer wanted. Central Illinois net-
work station. Good future. Salary plus draw
against commission. Box 426B, B«T.
A real opportunity for aggressive self-starter.
Must be able to sell and service against com-
petition with sincere honest approach. $6500
guaranteed, additional $3000 or $4000 possible
first or second year. Good accounts right at start.
Station covers sales expenses. Michigan network
affiliate. Box 494B, B«T.
Southwest radio station desires man with proven
sales ability to be added to radio sales staff.
Some announcing. Good opportunity for advance-
ment. Must be sober; willing to work, and easy
to get along with. Station is long established one,
dominant in its area, with four other stations
serving same area. Write Box 499B, B»T.
Are you interested in making more money?
Booming suburban market. One hour from New
York. No limit on earnings. Send full informa-
tion. Box 513B, B-T.
Opportunity for experienced salesman. Good
market. Good deal. KFRO, Longview, Texas.
A top Rio Grande Valley indie kw has excep-
tionally good deal for salesman who can produce.
Excellent winter resort and recreational area.
KIRT, Mission, Texas.
RADIO
Help Wanted — (Cont'd)
Sales
Salesman with management potential wanted for
growing organization. We want a hustler in late
twenties or early thirties, primarily a shoeleather
salesman but capable of developing ideas and
directing others. A good living income to start
and a sound future for the right man. Start
as a salesman; become sales manager within 6
months. Contact Hal King, KBTM, Jonesboro,
Arkansas.
Salesman. Opportunity unlimited, full-time
traveling absolute must, highest integrity, self-
starter and ambitious, earnings unlimited, ter-
ritories open. Write complete background with
picture. Management Counselors, 111 Amherst
Dr., S. E., Albuquerque, New Mexico.
Announcers
Kilowatt independent near Chicago wants ex-
perienced staff announcer who also has beat ex-
perience gathering and writing news. Personal
interview necessary. Give age, education, de-
tailed experience in resume. Box 251B, B»T.
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, B«T.
Immediate opening for good, experienced an-
nouncer with showmanship. $100 per week. Cen-
tral Nebraska. Excellent working conditions.
Box 428B, B«T.
Florida top-notch pop DJ. $100 week to start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, B«T.
DJ for major Ohio market. Must be a live radio
personality with believable sales voice. Send
tape, resume and photo. Box 471B, B«T.
Morning man with pleasant, authoritative man-
ner. Quality not quantity of chatter. Know pops
and standards. Central New England. Send full
details of experience, salary wanted, and tape
which will be returned. Box 514B, B-T.
Opportunity for good married staff announcer.
Send resume. ABC Network. KFRO, Longview,
Texas.
An experienced announcer will have a fine posi-
tion with this new daytimer independent. Prefer
qualified single man. Rush audition tape, recent
photo, complete resume. Si Willing, KMAR,
Winnsboro, La.
Immediately! Announcer-salesman or mainte-
nance. Start seventy-eight dollars weekly, $340
per month plus commissions, talent, extras, good
housing living, phone KPRK, Livingston, Mon-
tana.
Announcer-writer new independent station
beautiful high country eastern Arizona. Popular
music, news, sports. Immediate opening. Air
mail tape, resume, photo, KVWM, Show Low,
Arizona.
Two staff announcers, one with 1st class ticket,
for 5000 watt independent. Good working condi-
tions. Paid vacation. Profit-sharing plan. Air
conditioned studios. Excellent opportunity for
reliable, stable man who likes good radio. WCOJ,
Coatesville, Penna.
Morning D.J. with independent good music sta-
tion. No rock & roll. Good voice with tight pro-
duction. Immediate opening. WHIY, Ft. Gatlin
Hotel, Orlando, Florida.
Florida station with 5000 watts needs experienced
announcer. Southern man preferred. Send short
tape, picture and complete history to S. O.
Ward, WLAK, Lakeland, Florida.
Can you read well? If so, and have friendly
voice, like well balanced music, shows; prefer
keeping chatter to pleasant minimum; enjoy
hourly newscasts; like to do things right instead
of easiest way; we would be delighted to hear
from you. To save time, send along resume and
tape, WMIX, Mt. Vernon, 111.
RADIO
Help Wanted— (Cont'd)
Announcers
Going independent, need two experienced an-
nouncers, one specializing in news. Salary $80
up, depending on experience. Tape, references,
photo first letter. WMSC, Columbia, S. C.
Outstanding dj and production man to make
top-rated independent even better. Can use
combo man too. Guarantee $100 plus. WRRR,
Rockford, Illinois.
If you enjoy reading hourly newscasts with a
program format that features sweet music with
minimum use of voice and have first phone
ticket, then these newspaper owned am and hi-
fi fm stations would like to hear from you. Call
collect or write Fred Gresso, WRSW, Warsaw,
Indiana.
Our top announcer-salesman must leave us. Has
averaged $130 weekly past three years. Are you
PD caliber? A bright, mature, permanent air
personality? Want to sell and service your own
accounts in small, friendly, fast-growing south
Florida resort area? Send tape, qualifications to
WSTU, Stuart, Florida.
Wanted: Announcer with first class ticket for
large Alabama market. Station is 5000 watt ABC
affiliate. Good pay, good security, and excellent
facilities. Apply to: Ed Carrell, Box 32, Gunters-
ville, Alabama.
Announcer for music, news, sports station.
Opening two weeks. Air mail tape, qualifications
to Maurice K. Henry, Middlesboro, Ky.
Technical
Chief engineer for Pennsylvania operation. Main-
tenance and repair experience essential. Con-
struction experience an advantage. Prefer mar-
ried man seeking permanency. Up to $125 weekly
to start. Car necessary. Send resume and photo.
Box 275B, B«T.
Experienced radio transmitter engineer for
Corpus Christi station. Box 331B, B«T.
KUSH, Cushing, Oklahoma 1000 watt daytime
needs chief engineer, short announcing shift,
salary plus apartment and utilities. Reply Box
791, Cushing, Oklahoma.
Engineer — First class man who can either write
copy, sell or announce. Top salary commensurate
with ability. WBRV Boonville, N. Y. Phone 11.
Engineer, Radio and television. Young man, first
phone, ambitious, with small station experience
and electronic flair, technical school or equiva-
lent background preferred; married; veteran;
stable and dependable, with good references;
one who wants a permanent berth. Scale starts
at $80 for 40 hours. Salary commensurate with
experience and ability. No announcing. Write or
phone W. P. Williamson, WKBN, Youngstown,
Ohio. Sterling 2-1145.
Immediate opening, first phone operator. WSYB,
Rutland, Vermont.
WLBC Muncie, Indiana has opening for engineer
with 1st class license in combined radio/tv opera-
tions. Wage scale, group insurance and other
benefits. Send resume and snapshot to: Patrick
S. Finnegan, Chief Engineer.
Engineer or combo man wanted immediately at
WVOW, 5000 watts, Logan, W. Va. Call 2356,
Logan.
Needed, first phone, immediately, will consider
beginner. Light maintenance, some announcing.
Expanding operation. Call Manager, Weston 1555,
Weston, West Virginia.
Production-Programming, Others
Newsman-experienced. Gather, write, broadcast
news. Top-rated midwest indie. Send tape, photo,
background. Box 231B, B«T.
Continuity girl who can write good, clean, selling
copy. Send samples, photo, background. Box
232B, B»T,
Broadcasting • Telecasting
October 7, 1957 • Page 111
RADIO
RADIO
RADIO
Help Wanted— (Cont'd)
Situations Wanted — (Cont'd)
Situations Wanted — ( Cont'd)
Production-Programming, Others
Management
Announcers
Promotion man for major Ohio market with
lots of imagination and aggressiveness, and
drive to execute his ideas, one who can also
rewrite and do newscasts. Send resume and
photo. Box 472B, B-T.
Office manager-bookkeeper. Fine opportunity for
girl with experience. Box 491B, B-T.
Wanted, girl familiar with copy and traffic for
midwest regional station. Qualifications in first
letter. Box 497B, B-T.
Copywriter girl capable of good selling copy.
Must have ideas. Send personal and professional
resume plus salary requirements in first letter.
Michigan net affiliate. Box 503B, B-T.
RADIO
Situations Wanted
Management
Is your station suffering because of absentee
ownership? Aggressive radio management avail-
able with capital to invest. Write Box 940A, B-T.
Manager, assistant manager or sales manager.
Seventeen (17) years experience in radio and
television in above listed capacities, and as radio
and television director for one of the country's
largest regional advertising agencies, thoroughly
conversant with all phases of radio, television
and agency operation. Exceptionally strong on
programming and promotion which builds
ratings, and sales methods which achieve lasting
results. Young (38), aggressive and intelligent,
properly balanced with dignity, humility and
discretion. Devoted family man with active civic
interests. Prefer low-rated, hard-to-sell major
market radio station that needs help, but not a
"shoe-string" operation. Interested only in op-
portunity to earn upwards of $25,000.00 yearly.
Presently earning over $30,000.00 yearly in con-
nection of more than 10 years in major market.
Write Box 492B, B-T.
ANNOUNCERS-
Need More Money?
Then, get your F.C.C. First Phone!
Add a first class F.C.C. license to your
earning- ability. This license is your ticket
to higher pay and greater security in
radio and television broadcasting. Sta-
tions are eager to hire licensed announc-
ers as combo men.
Grantham Training
Grantham Schools, located in Washington,
D. Ci, and Hollywood, Calif., specialize in
F.C.C. license training. You are trained
quickly and well. All courses begin with
technical fundamentals — NO previous
training required. Beginners get 1st class
license in 12 weeks.
Correspondence or Resident Classes
The Grantham F.C.C. License Course
is available by correspondence or in
resident classes. Both types of courses
are offered at Washington and Holly-
wood. Write to either location for a
free booklet describing this training.
MAIL TO SCHOOL NEAREST YOU.
\ Grantham Schools, Desk 14-C ^
OR
821 Itth StTMt N.W.
Washington t. D. C.
1 505 N. Western Ave.
Hollyweed 27, Calif.
Please send me your free booklet, telling how I can
get my commercial FCC license quickly. I understand
there Is no obligation and no salesman will call.
Name
Address
City Btate
I am interested in:
CD Home Study, CD Resident Classes
Energetic young man seeking advancement to
assistant manager — manager of small am-tv sta-
tion. Seven years broadcast experience, all
phases. Box 445B, B-T.
Manager-station sold, new owner to manager,
present earnings in five figures, in major market.
Young, aggressive, strong on sales. Box 506B, B-T.
Vacation now in San Francisco! Interview a
top promotion man now employed in highly
competitive west coast market! Box 523B, B-T.
Sales
Young man with ideas, energy, seeking radio-tv
sales position. Seven years experience in all
phases of radio-tv. Good announcer, air per-
sonality. Box 444B, B-T.
Announcers
Sports announcer. Football, basketball, baseball.
7 years experience. Finest references. Box 974A,
B-T.
Twelve years in Canadian top metrop. station.
Newscaster. Deejay. Strong commercials. Have
visa. Florida bound. Start $125. Box 412B, B-T.
Young man, 2i'2 years, wants south, available
immediately, wants good station, intends stay-
ing. Box 466B, B-T.
Deejay, personality. Run board, restr. ticket.
Likes work. Looking for spot to grow in. Go
anywhere. Tape and resume, Box 468B, B-T.
Negro deejay. Good board man, fast patter,
smooth production. I'm the one you're looking
for. Tape and resume. Box 469B, B-T.
Gal deejay, run board, double as recep. if
needed. Plenty of ideas to grab audience. Tape
and resume. Box 470B, B-T.
Looking for the best in "night" men, news de-
livery, straight commercials? 1st ticket, good
music expert. Box 421B, B-T.
Two screwball air salesmen; not announcers,
currently enjoying top ratings in town of 120,000.
One with first phone, desire to locate in Wash-
ington, Oregon, California or Texas. Consider
others. Must be given free hand. Want good
salary— we're worth it. No penny pinching sta-
tions need apply. If you have good operation,
write Box 478B, B-T.
Announcer, family man, 10 years experience de-
sires announcer-sales or announcer-program di-
rector position. Eastern location preferred but
not imperative. Box 485B, B-T
Announcer— dj— program manager. No top 40 5th
year„m Jadio- A" Phases. 1st phone. iy2 years
tv. 31. Southwest border and west coast pre-
ferred. Box 489B, B-T.
Experienced announcer, better than average per-
former for better than average station, 1st ticket
490BI''BVTeek °nly' Available immediately. Box
Have car! Will travel! Single, sober, serious, deep
voice mature announcer. Program director
traffic. Pleasant personality. News, commercials'
board and third class ticket. Box 493B, B-T.
First phone, experienced, proven dj, news, main-
tenance, etc. Available N. Y., New Jersey Conn
area. Box 495B, B-T.
Pop disc jockey who knows tomorrows hits
from the misses. First phone, 27, single, em-
ployed, three years experience, references Will
travel if your situation merits. Willing to learn
sales. Station with music-news format onlv Box
500B, B-T.
Do not have two heads! Am not money mad'
Do not use glib or rhyming intros. Just want good
job for good announcer. Three years experience
married, love my wife and child . . . and radio
too. Box 501B, B-T.
Experienced combo-announcer, 1st ticket, adept at
delivering news (and anything else) and writing
it, would like opportunity to learn how to gather
it under expert tutelage. Box 504B, B-T.
Veteran announcer-pd-sportcaster, newsman.
Settled, sober. Top hillbilly personality with four
different voices. Now employed. Prefer Florida
N. C, S. C. Best references. Box 508B, B-T.
Attention Florida, Arizona, New Mexico, and
California stations. Versatile dj -salesman, mar-
ried, sober, reliable, experienced, employed, seeks
change for more change. Box 510B, B-T.
Versatile negro disc jockey, with references and
five years experience. Has worked all markets.
Personal 10,000 record library. Free to travel.
References. All replies confidential. Box 512B,
B-T.
Good ambitious announcer. Two years staff ex-
perience. Car, handle board. Box 516B, B-T.
Age 29, four years experience, interested mainly
in newscasting. Box 517B, B-T.
Girl personality. Desires dj position. Experience,
college graduate. Will travel. Box 518B, B-T.
2 years experience. Strong music, Basie to
Beethoven. News, write continuity and copy.
Tops on board. Box 525B, B-T.
Experienced staff announcer. Single. Veteran.
Go anywhere. Bob Cohen, 234 Crescent St., New
Haven, Conn. UN 5-3528.
Didiana, Illinois! First class announcer with first
phone desires to return home. 12 years experi-
ence announcing and sales. Little maintenance
experience. Wife, one child. Salary $125 per
week. Phone Lee Kennedy, Winchester, Ten-
nessee, Woodlawn 7-3170, after 2:00 p.m.
DJ radio school graduate, experience limited.
New ideas, tops on commercials. Will travel.
23 years. Veteran. William A. Manton, 9 Gavin
Way, Apt. 523, South Boston 27, Mass.
Announcer, 1st phone, prefer directional, will
consider routine maintenance, no repairing, $85
no car. BE 7-6721 after 6 p.m. Walter Piasecki,
2219 N. Parkside, Chicago, 111.
Technical
Experienced combo, presently chief, adequate
announcer, good maintenance, construction, ham,
married, 23, prefer position near university.
$500. Box 419B, B-T.
Do you need a first class engineer with years
of experience? I am available immediately.
Box 483B, B-T.
Combo-chief, 10 years broadcasting, top man
remote control, construction, maintenance. An-
nounce anything but play-by-play. Good refer-
ences. Married, 28, veteran, college, ham. Relo-
cating Feb. 1958. Best offer over $125. Box 484B
B-T.
First phone man with four years experience in
radio and television broadcasting. Last two years
in tv. $75.00 per 40 hours minimum. Ben Louie
P. O. Box 78, Cloverdale, Indiana.
Experienced first class engineer. Married. Excel-
lent references. Progressive station anywhere.
Everett Nelson, 2939 Morgan North, Minneapolis,
Minnesota.
Production-Programming, Others
Veteran newsman. Over 15 years editing, tele-
phone reporting, rewrite and air; national recog-
nition for regional operations, wants challenging
position Florida or coastal southeast. August
earnings over $800. Box 435B, B-T.
Announeer-P.D. with 10 years experience, ex-
tensive play-by-play included. Last six years in
top Phila. area outlet. Box 486B, B-T.
Announcer-salesman; can write copy, program,
do sports play-by-play, dj all types of music,
4 years experience, married, responsible, sober,
29, employed, seeking position with future. Box
509B, B-T.
Former announcer, fine journalistic background.
Currently writing national newscast segment.
Desires job writing continuity Washington,
D. C. area. Available two weeks. Box 522B, B-T.
Copy samples and references from western and
mid-western stations will prove this guy's copy-
writing ability. Broadcast school trained. Four
years experience. 6 months tv. Have car. Go any-
where. Wire or air mail L. Greene, P. O. Box
686, Great Falls, Montana.
Recent graduate, male, 32, single, desires oppor-
tunity with station as copywriter and newscaster.
Good typist, quality voice. Jack Lambert, 3400
Pate Dr., Ft. Worth, Texas. Je-55723.
TELEVISION
Help Wanted
Announcers
Opening for top-flight announcer strong on news
and commercials. VHF, NBC-TV affiliate, south-
west. Permanent. Good salary. Consider radio
announcer wanting move into television. Send
tape, snapshot, resume and present earnings. Box
434B, B-T.
Live tv and booth announcer wanted. Must be
available for personal interview. Send picture
and tape first to Doug Sherwin, KGLO-TV, Ma-
son City, Iowa.
Page 112 • October 7, 1957
Broadcasting • Telecasting
TELEVISION TELEVISION FOR SALE
Help Wanted — (Cont'd^
Announcers
Immediate opening for experienced tv announcer
with good commercial delivery and ad-lib ability.
Prefer man who can double as director. Air mail
complete resume and salary requirements to PD,
KOMU-TV, Columbia, Mo.
Have opening for good on-camera announcer
capable of selling for our advertisers. Want man
who can and will aid in production and other
tv activities at small but fulltime station. Write
or call giving full details to Richman Lewin,
KTRE-TV, Channel 9, NBC, Lufkin, Texas.
Announcer for mid-west television station. TV
experience helpful but not absolutely necessary.
Must have radio background. Send full details,
with recent photo, to Program Director, Post
Office Box 470, Rockford, Illinois.
Technical
Two engineers needed by gulf coast vhf. Box
330B, B«T.
Immediate openings for several experienced en-
gineers in long established midwest CBS radio
operation expanding into TV. Send resume, re-
ferences and photo first letter. Box 409B, B-T.
First class engineer for tv transmitter, experi-
ence not essential. Living quarters available at
the transmitter, company supplies skis. Call or
write Chief Engineer, WCAX-TV, Burlington,
Vermont.
Wanted — Young energetic engineer for television
and radio operation and maintenance. WHIO-
TV, Dayton, Ohio.
First phone engineer. Salary dependent on ex-
perience. Contact Chief Engineer, WTVD, Dur-
ham, N. C.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contaot
H. E. Barg, 1015 N. Sixth Street. Milwaukee. Wis-
consin.
Production-Programming, Others
Continuity director needed! VHF station with
excellent production facilities and staff! Are you
a continuity director looking for a larger oppor-
tunity or a good writer ready to step up? Please
send resume, photo, copy samples, expected
starting salary to Box 424B, B-T.
South central basic CBS-TV station seeks pro-
duction-director to be in charge of all on-air
production including lighting, live commercials,
programs, news, etc. from a production stand-
point. Must also be able to direct some shows.
Position does not include any administrative
duties in the program department, which will
be handled by operations manager. Leadership
and ability to handle people professionally es-
sential; dramatic background helpful. Box 438B,
B-T.
Traffic director. Sharp man or woman with ex-
perience in tv to assume charge and efficiently
operate traffic department of primary ABC
affiliate. Salary commensurate with experience.
Write details in confidence. Box 488B, B-T.
Openings for tv producer-directors. One year
experience as tv director in commercial operation
required. Address complete resumes to A. L
Moore, Production Manager, WBRZ-TV, Channel
2, P. O. Box 2906, Baton Rouge, La.
TV copywriter for large eastern basic network
station. Experience in television or agency copy
writing preferred. Contact Traffic Manager,
WXEX-TV, Petersburg, Va.
TELEVISION
Situations Wanted
Management
Experienced sales manager wants permanent
position with southwestern vhf as manager or
sales manager. Excellent record, 14 years ex-
perience all phases broadcasting. Good character
and ability references. Family man, active in
community affairs. Box 487B, B-T.
Operations manager large NBC vhf affiliate de-
sires relocation. For full particulars write Box
515B, B-T.
Sales
Sales/management. Responsible, experienced, 10
years operating, selling, in two markets, both
tv/am. I've been hiring, probably know your
requirements. Assume major responsibilities
from the beginning. Now working, income
static. Family, mid thirties. Interested any sec-
tion. Box 474B, B-T.
Situations Wanted — (Cont'd)
Sales
Shopping??? Don't answer. Seriously need ex-
perienced tv sales manager with proven rec-
ord? Write Box 526B, B-T.
Announcers
Seeking job as staff announcer radio-tv. Thor-
oughly trained. Live commercial experience.
Pleasing voice, personality. Tape available. Box
369B, B-T.
Announcer— five years radio, limited tv. Want
fulltime tv with radio. Box 453B, B-T.
Production-Programming, Others
Program director-producer-director. Live televi-
sion and films. Twelve years all phases program-
ming-production. Stations and advertising agen-
cies. Will relocate. Top credits and references.
Box 414B, B-T.
Talented, versatile announcer, director-switcher,
air personality, seeking new opportunity. Con-
sider all localities. Presently employed. Box 443B,
B-T.
Film director and camera: Presently employed
in south, desires relocation north. Box 473B, B-T.
Experienced all phases radio-television. Produc-
tion, program, film, director. Administrative and
business ability. Married, family. Excellent refer-
ences. University BA Degree Radio. Desire
change with top television future. Box 475B, B-T.
Producer-director presently at Chicago tv station
with nine years experience in radio-television —
3 years as radio station manager — desires new
post in television administration and program-
ming. Box 496B, B-T.
Program manager-producer-director-writer. Nine
years active tv & film experience. Network com-
mercial credits. Proven executive and creative
ability. Highest references. Presently employed;
desire to relocate with right station or agency.
Box 511B, B-T.
Former tv program director and promotion
manager. Been in own business two years, de-
sires back in tv. Age 29, married, BS Degree.
9 years experience radio, 5 years tv. Also have
been tv newsman — desire permanent location.
Available immediately. Box 527B, B-T.
FOR SALE
Stations
California! Big market kilowatt. $65,000 down.
Wilt Gunzendorfer and Associates, 8630 W.
Olympic, Los Angeles.
900 watt daytime independent station in Califor-
nia one-station town. Asking $35,000.00 with $20,-
000.00 down. Must sell. Box 301B, B-T.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
For sale: 12 kw GE uhf transmitter, frequency
modulation monitor. Unusual opportunity. Box
734G, B-T.
UHF equipment, used. I kw GE transmitter, GE
TY-24-B helical 4-bay antenna and all studio
and transmitter equipment necessary for live,
film and network operation. Very reasonable.
Box 946A, B-T.
Ampex model 400 portable, presently in opera-
tion at professional recording studio. Best offer
over $400.00. Box 365B, B-T.
5 kw DuMont UHF transmitter, complete, ready
for operation with power supply, control console,
440 ft. waverguide. Used only six months. Best
offer by October 14th takes all. Box 465B, B-T.
Patrician four-way speaker system by Electro-
Voice. Will sell or trade for Ampex Stereo
machine. Box 476B, B-T.
Tape recorders, in good condition. Ampex Series
400, $375; two RCA, $150 each; Magnecord
Vovager, $200; two PT-6-AH with PT-6-J am-
plifiers/cases, $300 each; two PT-63-AH with
PT-63-J amplifiers/cases, $400 and $450; three
PT-6-M tape transports, $75 each. Box 480B, B-T.
Equipment — (Cont'd )
RCA OP5 four channel remote amplifier, battery
or ac pack operation. Excellent. $140 FOB. Box
507B, B-T.
GR-731 modulation monitor $200.00; Western
Electric 55A line equalizer $50.00; 119C repeat-
ing coils @ $9.00, sealed cantons 120C pre-
amplifiers $45.00. Box 519B, B-T.
Five kilowatt broadcast transmitter. Excellent
condition, must be sold due increase in power.
Any reasonable offer accepted. Write immedi-
ately, Box 520B, B-T.
For sale, Gates RCM-14 remote control unit,
WCVS, Springfield, Illinois.
5000 watt RCA transmitter BT5FC, 8 years old.
Dan Hydrick, Manager, WGH, Norfolk, Va.
1 Gates RCM12 remote control system complete.
WMTA, Central City, Kentucky.
Presto tape recorder. Professional, model RC
1014, with three-channel mixer, V. U. meter,
pre-amps, power supply. 7>/2 & 15 I.P.S. holds
IOV2" reels. Excellent condition $350.00. Broadcast
Coaching Associates, 1733 Broadway, New York
City, Phone JUdson 6-1918.
Commercial crystals and new or replacement
crystals for RCA, Gates, W.E. and Bliley holders;
regrinding, repair, etc. Also A. M. Monitor serv-
ice. Nationwide unsolicited testimonials praise
our products and service! Send for catalog.
Eidson Electronic Co., PR 3-3901, Temple, Texas.
250 watt 300 C Collins transmitter. Extra set of
tubes including crystals, installed $1200. Ben
Lange, 3213 McCart, Fort Worth, Texas.
WANTED TO BUY
Stations
Individual interested in purchase or control of
radio station, confidences exchanged. Medium
size market. Middle Atlantic states-south. Write
in confidence. Box 941A, B-T.
Stations wanted. New Mexico, Colorado, Texas,
Oklahoma, Louisiana, Arkansas, Missouri, Kansas.
Private service. Ralph Erwin. Broker. Box 811.
Tulsa.
WANTED TO BUY
Equipment
Wanted — Western Electric 443-A-l transmitter or
parts from same. Reply Box 402B, B-T.
Wanted to buy, 10 kw fm transmitter, other fm
accessories. Reply Box 467B, B-T.
Used am field strength gear in good operating
condition, details first letter please. Box 502B,
B-T.
Wanted: Used radio remote transmitter and re-
ceiver. Chief Engineer, WSBA, Post Office Box
910, York, Pennsylvania.
INSTRUCTION
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 360S Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short - thorough - inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
RADIO
HELP WANTED
Sales
3 SALESMEN
IMMEDIATELY
$100 weekly, plus commission. No experience
necessary, we'll train.
Dan Hydrick, Mgr.
WGH
Norfolk, Va.
Broadcasting • Telecasting
October 7, 1957 • Page 113
t* a TITO
WANTED TO BUY
Helo Wanted — ( Cont'd^
Situations Wanted — (Cont'd)
Stations
Announcers
HOW GOOD A DJ ARE YOU?
GOOZ) ENOUGH TO
WANT TO IMPROVE
YOURSELF?
Top Pacific Northwest independ-
ent interested in audition tapes
of only the very hest morning —
mid-day — late afternoon — eve-
ning type guys. If you presently
are doing any of these shifts
and can prove you're the very
best, send tape audition, pub-
licity shots, background data
and minimum earnings require-
ments. All inquiries kept confi-
dential.
BOX 524B, B*T
WANTED:
Vibrant, experienced personality DJ with
happy fluency and perfect production. We
offer good money and short hours on the
top-rated station in a big midwestern city.
Replies are confidential. Send picture, resume
and tape which will be returned.
Box 479B, B»T.
RADIO
Situations Wanted
Announcers
MERCHANDISE
One swinging, selling jockey/pd. Lots to
offer. 14 successful years. Ratings: the very
fattest in major, aggressive market. Business:
sold out. Management coffers: bulging. My
coffers: empty!! If you believe in the im-
portance of heads-up programming, and are
willing to pay commensurate with gross
potential and rating improvement, for a guy
who's considered tops . . . let's talk! Coasts
preferred. No coffee pots, please.
P.S. TV appearance . . . like gang-busters,
they tell me!
BOX 505B, B*T
Announcers
WANT A STAR DEEJAY?
Pardon the immodesty, but for over
10 years I have held a high standing
locally, regionally and nationally at
KIMN, Denver. Change in program
policy necessitates my leaving the sta-
tion, tho' under friendly circum-
stances.
To station owners or manager de-
siring a major record show personal-
ity: Want further details?
RAY PERKINS, 1825 Willow Lane,
Denver 15, Colo.
TELEVISION
Help Wanted
Sales
WANTED: Salesman and
saleswoman for new UHF Television
Station, WOWL-TV, Channel 15,
Florence, Alabama. Guaranteed draw
and commission. Conversions going
fast in UHF island. Right man has
the opportunity to be commercial
manager, assistant manager and even
manager. Modern plant facilities, ex-
cellent communities in which to live.
Send all information air mail includ-
ing experience, picture and minimum
draw required. Experience not nearly
as necessary as basic ability, enthusi-
asm, energy and drive.
DICK BIDDLE
P. O. Box 634
Florence, Alabama
FOR SALE
Stations
Looking toward Florida?
There are 137 stations
within its 830 mile stretch
— equal to the distance
from Chicago to Pensa-
cola.
Save time, travel and money through the
services of our Florida associate. This full
time representative can assist you in plan-
ning itinerary and conducting you to sellers.
PAUL H. CHAPMAN COMPANY
84 Peachtree
Atlanta
17 East 48th
New York
Equipment
TAPE RECORDERS .
AH Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8. Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
— WANTED —
Station that is losing invest-
ment for present owner.
Box 482B, B»T.
EMPLOYMENT SERVICE
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7. D. C.
INSTRUCTION
CAROLINA SCHOOL
of BROADCASTING, Inc.
• 8 Month Basic Course
• Placement Service
Night classes start Oct. 14
Rm. 209, Liberty Life Bldg. ED 46042
CHARLOTTE, N. C.
NO
MATTER
now
you look at it,
a classified ad on
this page is your
best bet in getting
top-flight personnel.
Page 114 • October 7, 1957
Broadcasting • Telecasting
FOR THE RECORD continued from page 110
"UNIQUE PROGRAM SERVICE" INTERFER-
ENCE PROTECTION IN AM BROADCAST
RULES DELETED
By report and order, Commission finalized its
proposal in Docket 11896 and abolished provisions
of Sec. 182 (c) and (v) of the am broadcast rules
commonly referred to as "unique service" rules
effective Nov. 7.
Those sections provide that when it is shown
that primary service is provided by any station
beyond its normally protected contour, and pri-
mary service to approximately 90% of the popu-
lation of the area between normally protected
contour and contour to which station actually
serves is not supplied by any other station or
stations carrying the same general program
service, contour to which protection may be af-
forded will be determined on basis of facts in
each case.
Report states: "the 'unique service' rule has
served little or no useful purpose since its
adoption. Its provisions are too vague and in-
definite to be of any assistance in filing and
processing of applications for new and improved
standard broadcast facilities and have prompted
much uncertainty as to protection to be afforded
to and by standard broadcast stations. Nor would
making the rule more specific resolve difficulty
since we are not aware of any satisfactory cri-
teria for determining what constitutes 'same
general program service'. We are concerned,
furthermore, by fact that rule may discourage
applicants and prospective applicants for new
and improved am facilities by threatening ex-
pensive, time consuming hearings and may tend
to persuade applicants to alter their proposals to
protect established stations despite fact that
watered-down proposals may render less service.
For these reasons we believe that 'unique service'
rule is an unsatisfactory allocation tool and
should be dispensed with. We believe that this
amendment will encourage establishment of more
uniform, fixed allocation rules, thereby fostering
a more effective and efficient am broadcast serv-
ice throughout country." Chairman Doerfer dis-
sented; Comr. Lee absent; Comr. Ford abstained
from voting.
TV EDUCATIONAL RESERVATION DELETED
FROM EUGENE, ORE.
By report and order in Docket 12034, Commis-
sion removed educational reservation from tv
oh. 9 in Eugene, Ore., making that channel avail-
able for commercial use in that city, effective
Oct. 31. The proposal in this docket to reassign
ch. *7, noncommercial educational reservation
in Corvallis, Ore., to Eugene-Corvallis for edu-
cational use by both cities was not adopted,
since construction permit has been issued to
the Oregon State Board of Higher Education
for educational station (KOAC-TV) on this chan-
nel in Corvallis.
This is third time Commission has unreserved
vhf channel — other cities were Weston, W. Va.
(ch. 5), and College Station, Tex. (ch. 3), but in
latter case a uhf channel was substituted. Comrs.
Bartley and Mack dissented.
TV CHANNEL CHANGE
By report and order, Commission finalized rule
making in Docket 11877 and amended its tv
table of assignments to add ch. 2 to Portland,
Ore., effective Oct. 31. Portland now has chs.
6, 8, *10, 12, 21, and 27.
PROPOSED RULE MAKING TO INCORPORATE
CONELRAD PLAN IN PART 4
The Commission initiated rule making to in-
corporate in Part 4 of its rules that part of
CONELRAD plan which pertains to conduct of
experimental, auxiliary, and special broadcast
stations during an alert. Comments may be filed
by Nov. 4.
PETITION FOR RECONSIDERATION DENIED
By memorandum opinion and order, Commis-
sion denied petition by South Central Bcstg.
Corp. (WTVK [ch. 26] Knoxville, Tenn.) for
reconsideration of May 16 memorandum opinion
and order insofar as it denied WTVK's request
for rule making on its proposal to delete ch. 7
from Spartanburg, S. C, and assign it to both
Knoxville and to either Columbia, S. C, or
Augusta, Ga. Comr. Bartley dissented and issued
statement.
PETITION FOR TV RULE MAKING DENIED
By memorandum opinion and order. Commis-
sion denied a petition by David E. Mackey
(WOCN [ch. 52] Atlantic City, N. J.) for rule
making to shift ch. 3 from Philadelphia, Pa., to
Atlantic City, WRCV-TV is licensed on ch. 3
in Philadelphia.
By memorandum opinion and order, Commis-
sion denied petition bv Evansville Television Inc.
(WTVW [ch. 7] Evansville, Ind.) for rule mak-
ing to assign 4 vhf channels to Evansville and
make Louisville, Ky., all-uhf, and alternative pro-
posal to make Louisville a 3 vhf market and
retain ch. 7 in Evansville. The first proposal
would delete chs. 3 and 11 from Louisville, add
them to Evansville, unreserve ch. *15 in Louis-
ville and ch. *9 in Evansville and substitute for
latter present commercial ch. 56; the second
plan would add ch. 6 to Louisville by taking it
out of Indianapolis and replacing it there with
ch. 4 by deleting latter from Bloomington.
Counter-proposals were also denied. Comr. Ford
abstained from voting.
PETITIONS FOR RECONSIDERATION DENIED
By memorandum opinion and order, Com-
mission denied (1) a petition by the City of St.
Petersburg (WSUN-TV [ch. 38]) St. Petersburg,
Fla., for reconsideration of May 29 report and
order in Docket 11361 (which assigned ch. 10 as
"drop-in" to Tampa-St. Petersburg) so as to in-
clude revised decision and order directing
WSUN-TV to show cause why its license should
not be modified to specify operation on ch. 10
in New Port Richey instead of its present opera-
tion on ch. 38 in St. Petersburg, and (2) motions
of the City of St. Petersburg to dismiss opposi-
tions of Florida Gulfcoast Bcstrs. Inc., The Bay
Area Telecasting Corp., and Suncoast Cities
Bcstg. Corp. to City of St. Petersburg petition
for reconsideration. Chairman Doerfer and Comr.
Craven dissented.
By memorandum opinion and order, Com-
mission denied petition by Aroostook Bcstg.
Corp. (WAGM-TV [ch. 8]), Presque Isle, Me.,
for reconsideration of June 6 report and order
in Docket 11965 which assigned ch. 10 to that
city. Comr. Ford abstained from voting.
By memorandum opinion and order. Commis-
sion (1) denied petition by Evansville Television
Inc. to dissolve proceeding in Docket 11757 which
directed it to show cause why its authorization
for station WTVW Evansville, Ind., should not
be modified to specify operation on ch. 31 instead
of ch. 7, and (2) ordered a hearing to determine
whether public interest, convenience and neces-
sity would be promoted by proposed modifica-
tion of cp issued to it to specify operation on
ch. 31 instead of ch. 7. Chairman Doerfer and
Comr. Mack dissented; Comr. Ford abstained
from voting.
PETITION FOR TV AURAL TRANSMISSION
DENIED
By memorandum opinion and order, Commis-
sion denied petition by Joseph Brenner request-
ing amendment of Sec. 3.651 to providfe for aur.
transmission of tv station operating in uhf band
where station otherwise conforms to minimum
regular program operating schedule. The rule
prohibits, with exception, tv stations from mak-
ing aur. transmissions during periods when still
pictures or slides are employed to produce vis.
transmissions unless the aur. and vis. transmis-
sions comprise an integral part of program or
announcement and have substantial relationship
with each other. The Commission feels that the
use of tv station merely as aur. or auasi-tv sta-
tion would not serve public interest.
PETITIONS FILED
Television City, Inc., McKeesport, Pa. — Peti-
tion requesting amendment of Sec. 3.606 by in-
stituting rule making proceedings so as to delete
ch. 4 from Irwin, Pa. and add the same to Pitts-
burgh, Pa.
Clarence M. Mason, Hancock, Mich. — *Petition
requesting amendment of Sec. 3.606 to amend
the Table of Assignments so as to assign ch. 9
to Hancock, Mich, and to delete ch. 9 from
Iron Mountain, Mich, and substitute ch. 8
therefor.
* Denied by memorandum opinion and order
Sept. 19, 1957.
INITIAL DECISION
By order of Oct. 2, Commission made effective
immediately initial decision and granted appli-
cation of Parish Bcstg. Corp. to increase power
of station KAPK Minden, La., from 100 w to
250 w, continuing operation on 1240 kc unl.
ACTION IN DOCKET CASE
Commission announced its Decision of Sept.
25 denying application of Blackhawk Bcstg. Co.
Inc to increase power of am station WSDR
Sterling, 111. (1240 kc unl.) from 100 to 250 w.
Comr. Ford abstained from voting.
OTHER ACTIONS
Hall Bcstg. Co. Inc., Los Angeles, Calif.; Hogan
Bcstg. Corp., Long Beach, Calif.; Richard C.
Simonton, Los Angeles, Calif. — Designated for
consolidated hearing applications for new Class
B fm stations to operate on ch. 274 (102.7 mc).
Announced Oct. 2.
WILZ St. Petersburgh Beach, Fla. — Granted
mod. of cp to change trans, location, type trans.,
specify studio location and make changes in
ground system. Announced Oct. 2.
WGN-TV Chicago, 111. — Granted license cover-
ing changes in existing station (ch. 9). An-
nounced Sept. 26.
WILO Frankfort, Ind. — Is being directed to
submit statement within 30 days setting forth
reasons for believing that the Commission should
not institute proceedings to revoke licenses. An-
nounced Oct. 2.
KK2XFW New Orleans, La.— Granted mod. of
cp for experimental tv station on ch. 12 (for
simultaneous operation with its station WJMR-
TV on ch. 20 to make direct comparison of uhf
and vhf operation) ; accepted license application
for filing; and granted program test authority.
By letter, denied request by Oklahoma Tele.
Corp., Oklahoma City, Okla., and Capital Bcstg.
Co. (WJTV) Jackson, Miss., to designate Supreme
application for hearing or dismiss same.
WCHB Inkster, Mich. — Granted increase in
power from 500 w to 1 kw, continuing operation
on 1440 kc, DA-D; engineering condition. An-
nounced Oct. 2.
Radio St. Croix Inc., New Richmond, Wis.;
Florida East Coast Bcstg Co. Inc., South St.
Paul, Minn.; Hennepin County Bcstg. Co., Golden
Valley, Minn. — Designated for consolidated hear-
ing applications for new am stations to operate
on 1590 kc, 5 kw, D. Announced Sept. 26.
T. V. Pix Inc., McGill, Nev. — Denied request
for waiver of Sec. 4.731(b) of rules to permit
operation of three translator tv stations in con-
junction with a microwave system to serve Mc-
Gill; dismissed applications as unacceptable for
filing. Announced Oct. 2.
WMUR-TV Manchester, N. H.— Designated for
consolidated hearing applications of Radio Voice
for renewal of license and for license to cover
present operation of WMUR-TV (ch. 9), and ap-
plication of Television for New Hampshire for
cp for new tv station to operate on ch. 9. An-
nounced Oct. 2.
KOOS Inc., Coos Bay, Ore.— Designated for
consolidated hearing KOOS application for mod.
of cp to operate tv station on ch. 11 in lieu of
ch. 16 and Pacific for a new tv station on ch. 11.
Announced Oct. 2.
WIP-FM Philadelphia, Pa.— Granted Subsidiary
Communications Authorization to furnish back-
ground music on a multiplex basis. Announced
Oct. 2.
WTJS Jackson, Tenn — Granted increase in day-
time power from 1 kw to 5 kw, continuing oper-
ation on 1390 kc, 1 kw-N, DA-N, U. Announced
Oct. 2.
South Norfolk Bcstg. Co. Die, Denbigh, Va.—
Designated for consolidated hearing applications
for new am stations to operate on 1570 kc D-
South Norfolk (BP-10981) with 1 kw and Den-
bigh (BP-11250) with 250 w; made WTOW
Towson, Md„ party to proceeding. Announced
Oct. 2.
KTW Seattle, Wash.; KWSC Pullman, Wash.—
Granted application of KTW (1250 kc, 1 kw) to
operate full time during the day and continue
share time with KWSC at night (BP-10390)-
granted application of KWSC to the extent of
authorizing full time operation (1250 kc, 5 kw)
during the day (BML-1667); is advising both
KWSC and KTW that their applications for re-
newal of licenses indicate necessity for hearing
to determine division of their share time at
night. Announced Sept. 26.
ACTIONS ON MOTIONS
On petition by Tri-City Bcstg. Co. (WTRF-
TV), Wheeling, W. Va., Commission on Sept 24
granted extension of time for filing comments
from Sept. 30 to Oct. 15 (Docket 12076) rule-
making proceeding involving Erie, Pa.; Akron-
Cleveland, Ohio; Clarksburg and Weston, W Va '
Flint- Saginaw-Bay City, Mich. Announced Sept
I'
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Broadcasting
Telecasting
October 7, 1957
Page 115
FOR THE RECORD continued
By Chief Hearing Examiner James D.
Cunningham on the dates shown
Granted petition of New York Technical In-
stitute of Cincinnati, Inc. for dismissal of pro-
ceeding in Domestic Public Land Mobile Radio
Service at Detroit, Mich. (Docket 12140) (Action
Sept. 24).
Granted petitions of Utah Communications,
Inc., Daniels Communications Service, Chicago
Communication Service and Mobile Radio Dis-
patch Inc., to intervene in matter of American
Telephone and Telegraph Co., et al., lease and
maintenance of equipment and facilities for pri-
vate communication systems (Docket 11972) (Ac-
tion Sept. 24).
Granted petition of Caribbean Atlantic Air-
lines Inc., San Juan, P. R. for dismissal of its
applications and returned to processing line ap-
plication of Aeronautical Radio Inc., Washington,
D. C, for authorizations covering aeronautical
fixed facilities in Puerto Rico and the American
Virgin Islands (Dockets 12077-8) (Action Sept.
24).
Ordered that oral argument on the petition of
Frontier Bcstg Co., Alliance, Nebr., to be made
a party intervenor in ch. 13 proceeding, Alliance,
will be held Sent. 27 at 1:00 p.m. (Dockets 12047-
8; BPCT-2194, 2205) (Action Sept. 26).
By Hearing Examiner Jay A. Kyle on Sept. 24
Ordered that further prehearing conference
will be held on Oct. 1 re am applications of
Geoffrey A. LaDping and Phoenix Bcstg. Co.,
Phoenix, Ariz. (Dockets 12124-5; BP-10963-4).
By Hearing Examiner Millard F. French on
Sept. 25
Granted motions of Hawaiian Telephone Co.,
RCA Communications Inc.. American Telephone
& Telegraph Co., and the Common Carrier
Bureau to correct in various respects transcript
re applications of American Telephone & Tele-
graph Co. and RCA Communications Inc. for
authority to communicate with Hawaii by radio-
telephone from stations near San Francisco,
Calif. (Dockets 11954-5).
By Hearing Examiner Thomas H. Donahue on
Sept. 24 .
Granted petition of United Telecasting & Radio
Co., for leave to amend its application for cp for
new tv station to operate on ch. 9 in Ogden,
Utah, to report the acquisition by Granite Dis-
trict Radio Bcstg. Co. of approximate Y3 interest
in petitioner corporation (Docket 12080; BPCT-
2270).
By Hearing Examiner Basil P. Cooper on
Sept. 25
Ordered that pursuant to agreements stated on
record that Exhibit 1 of Nevada Radio-Television
Inc., is received in evidence and record is
closed in proceeding on Nevada's application for
cp for new tv station to operate on ch. 10 in
Elko, Nev. (Docket 12094; BPCT-2278).
By Hearing Examiner Charles J. Frederick on
Sept. 24
On oral motion of counsel for Bayou Bcstg.
Corp., and with concurrence of all parties, or-
dered that further prehearing conference sched-
uled for Sept. 25 is postponed until Oct. 4, and
hearing scheduled for Oct. 2 is rescheduled for
Oct. 10 re application of Port City Television
Co. Inc. for cp for new tv station to operate on
ch. 18 and Bayou for mod. of cp to change
from ch. 40 to ch. 18, in Baton Rouge, La. (Dock-
ets 12089-90; BPCT-2262, BMPCT-4417).
Ordered that prehearing conference scheduled
at 2:00 p.m., Sept. 24, is rescheduled for 10 a.m.,
Oct. 1, in ch. 12 proceeding, Beaumont-Port
Arthur, Tex. (Dockets 12118; BMPCT-4681, et al.).
By Hearing Examiner Thomas H. Donahue on
Sept. 24
Ordered that hearing will be held on Oct. 4 re
am applications of Jefferson Radio Co., Irondale,
Ala., and The Bessemer Bcstg. Co. Inc (WBCO),
Bessemer, Ala. (Dockets 12049-50; BP-10672,
10886). *
By Hearing Examiner Herbert Sharfman on
Sept. 25
Ordered that time for exchange of exhibits,
now in indefinite status, is Oct. 15, and date for
hearing, now also in indefinite continuance, is
scheduled for Oct. 23 re am application of Jack-
son County Bcstg. Co., Maquoketa, la. (Docket
12097; BP-10882).
By Hearing Examiner J. D. Bond on Sept. 25
By memorandum opinion and order, denied
motion of General Services Administration for
amendment of Order After Second Prehearing
Conference released Aug. 13 in private line-
leased facility proceeding (Dockets 11645-6).
By Hearing Examiner Jay A. Kyle on Sept. 30
On own motion, ordered that exchange of ex-
hibits scheduled for Sept. 30 shall be made on
date to be hereinafter determined re application
of Greenwood Bcstg. Co. Inc. for cp for new tv
station to operate on ch. 6 in Greenwood, Miss.
(Docket 12046; BPCT-2224).
By Hearing Examiner Basil P. Cooper on
Sept. 25
Granted motion for continuance filed by
WKNE Corn., Brattleboro, Vt., in proceeding on
its am application and that of The KBR Stations,
Inc., Keene, N. H., and date for exchange of
exhibits is continued from Sept. 30 to Oct. 14,
and date for further prehearing conference is
continued from Oct. 21 to Nov. 4 (Dockets
12058-9; BP-10732, 10919).
By Hearing Examiner J. D. Bond on the dates
shown
Pursuant to informal agreement of all parties
and letter request on behalf of Western Union,
ordered that subparagraph of Order After Pre-
hearing Conference (released Nov. 22, 1955), and
reference to that subparagraph in paragraph 10
of Order After Second Prehearing Conference
(released Aug. 13, 1957) are amended to specify
available exhibit numbers in private line-leased
facility proceeding (Dockets 11645-6) (Action
Sept. 26).
Granted motion to postpone commencement of
hearing filed by Motorola, "for itself and on- be-
half of such other parties as may ioin in this
request," and Order After Prehearing Confer-
ence is modified to provide that hearing sched-
uled for Oct. 1 is continued to date to be fixed
by subsequent order to be entered upon motion
which will be filed by Bureau counsel after
informal conferences with counsel for other
parties matter American Telephone & Tele-
graph Co., et al., lease and maintenance of
equipment and facilities for private communica-
tion systems (Docket 11972) (Action Sept. 27).
By Hearing Examiner Thomas H. Donahue on
the dates shown
Granted motion of Jack A. Burnett for post-
ponement of prehearing conference from Sept.
26 to Sept. 30 in ch. 9 proceeding. Ogden, Utah
(Dockets 12079-89; BPCT-2255) (Action Sept. 25).
At request of counsel for Jefferson County
Bcstg. Co., Pine Bluff, Ark., and with concur-
rence of all other participants in am proceed-
ing (Dockets 11888-9; BP-10528. 10691), ordered
that conference scheduled for Sept. 27 is contin-
ued to Oct. 3. Hour and place of conference re-
main same previously designated (Action Sept.
26).
By Hearing Examiner Charles J. Frederick on
Sept. 25
Granted petition of Max M. Leon Inc:, Phila-
delphia, Pa., to amend its fm application to
specify ch. 287 (105.3 mc) instead of ch. 243
(96.5 mc) and the application as amended is
returned to processing line (Docket 12153; BPH-
2230).
By Hearing Examiner Hugh B. Hutchison on
Sept. 30
Ordered that hearing conference will be held
at 2 p.m., on Oct. 1, to hear oral argument on
petition of Department of Education of Puerto
Rico, for leave to amend its application for cp
for new tv station and to reopen the record for
further hearing and an opposition thereto filed
by Sucesion Luis Pirallo-Castellanos in ch. 3
proceeding, Mayaguez, P. R. (Dockets 11811-2;
BPCT-2158-9).
By Hearing Examiner Jay A. Kyle on Sept. 27
On own motion, and with concurrence of
counsel for all parties in proceeding on am ap-
plications of Gold Coast Bcstrs., Pompano Beach,
Fla., et al. ordered that exchange of exhibits
scheduled for Sept. 30 shall be made on a date to
be hereinafter determined (Dockets 11938; BP-
10631, et al.).
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of Sept. 27
WSVA-AM-FM-TV Harrisonburg, Va.— Granted
relinquishment of negative control of Transcon-
tinent Television Corp. by General Railway
Signal Co., and acquisition of positive control by
Paul A. Schoellkopf Jr., J. Fred Schoellkopf IV,
David G. Forman, Seymour H. Knox, Seymour
H. Knox IU, and Northrup R. Knox.
WEBO Owego, N. Y. — Granted assignment of
license to Erdman Bcstg. Co. Inc. (stock trans-
action).
WTAL Tallahassee, Fla.— Granted cp to install
new trans.
WBKY Lexington, Ky. — Granted cp to increase
ERP to 3.0 kw, ant. height 165 ft.
KSTE Emporia, Kan. — Granted cp to install
new trans.
WFIL-FM Philadelphia, Pa. — Granted cp to
change trans, location to same as WFIL-TV
(Unbria Ave., near Domino Lane); reduce ERP
to 6.3 kw and ant. height to 780 ft.
KBBC Centerville, Utah— Granted mod. of cp
to change ant. -trans, location and change studio
location.
KDWC West Covina, Calif.— Granted mod. of
cp to change trans, and specify main studio loca-
tion as remote control point.
The following was granted extension of com-
pletion date as shown: KRUX Glendale, Ariz.,
to 1-1-58; conditions.
Actions of Sept. 26
KSHO-TV Las Vegas, Nev. — Granted mod. of
cp to change studio and trans, locations, type
of trans., other equipment changes, change ant.
system and waived Sec. 3.613 of rules; ERP vis.
11.5 kw, aur. 5.75 kw, ant. height 130 ft.
KRNS Burns, Ore. — Granted mod. of cp to
change type trans., studio location and remote
control point.
WEAW-FM Evanston, 111.— Granted authority
to operate trans, by remote control.
WINI Murphysboro, 111. — Granted authority to
operate trans, by remote control.
Actions of Sept. 25
WVPO Stroudsburg, Pa. — Granted relinquish-
ment of positive control to Ottaway Newspapers-
Radio Inc. (parent corp. of licensee corp.)
through transfer of stock by each of James H.
and Ruth B. Ottaway to a trust fund with James
H. and Ruth B. Ottaway and John R. Tappan,
as trustees.
WLIP Kenosha, Wis. — Granted assignment of
license to Kenosha Bcstg. Inc.
WFAU Augusta, Me. — Granted cp to install
new trans.
WEJL Scranton, Pa. — Granted cp to install
new trans.
WMUB-TV Oxford, Ohio — Granted mod. of cp
to change studio and trans, locations, changes
in ant. system and make other equipment
changes; ERP vis. 5 kw, aur. 2.7 kw, ant. height
315 ft.
WTAE McKeesport, Pa. — Granted mod. of cp
to change trans, location to near Buena Vista,
Pa., make changes in ant. system and other
equipment, and change type trans.; ant. height
960 ft.
WNDU-TV South Bend, Ind.— Granted mod.
of cp to change ERP to vis. 219 kw, aur 110 kw,
ant. height 580 ft., and make minor equipment
changes.
WMRY New Orleans, La. — Granted mod. of
cp to change type trans.; condition.
WAZA Bainbridge, Ga. — Granted mod. of cp
to change ant. -trans, location, change studio
location and remote control point.
KPID Payette, Idaho — Granted mod. of cp to
change type trans.
The following were granted extension of com-
pletion dates: WKYV Loyall, Ky., to 1-22-58;
WDXR Paducah, Ky., to 10-15, conditions; KDAY
Santa Monica, Calif., to 12-10; WPVA Peters-
burg, Va., to 11-19, conditions; WMPT South
Williamsport, Pa., to 11-1, conditions; KPID
Payette, Idaho, to 12-17; WBNS-TV Columbus,
Ohio, to 4-22-58; WAVP Avon Park, Fla., to 2-13-
58; KYW Cleveland, Ohio, to 4-6-58, conditions;
WITN Washington, N. C, to 12-26; WEEQ-TV
LaSalle, 111., to 11-13; WCHS-TV (aux. trans.)
Charleston, W. Va., to 11-15.
Actions of Sept. 24
WJAT Swainsboro, Ga. — Granted assignment
of license to Radio Station WJAT Inc.
WTJH East Point, Ga.— Granted assignment of
license to James S. Rivers and The Fulton Na-
tional Bank of Atlanta, Ga., as trustee for Ron-
ald S., Tolliver R. and Herschel M. Rivers, d/b
as Radio Station WTJH.
Actions of Sept. 23
KILE Galveston, Tex. — Granted mod. of license
to change name to Island Bcstg. Co. Inc.
KDB Santa Barbara, Calif. — Granted mod. of
license to change name of licensee partnership to
James Harford, Lucie Menard and Rube Gold-
water, d/b as KDB Bcstg. Co.
KSAY San Francisco, Calif. — Granted cp to re-
place expired cp for new aux. trans.
KILE Galveston, Tex. — Granted cp to install
new trans.
KCJB-TV Minot, N. D.— Granted mod. of cp
to change ERP to vis. 245 kw, aur. 123 kw, and
make minor equipment changes.
WEZY Cocao, Fla. — Granted mod. of cp to
change type trans, and specify studio location,
and remote control point; condition.
WEGA Newton, Miss. — Granted extension to
remain silent for period ending Dec. 31, 1957, or
such earlier time as it may be possible to return
station WEGA to the air.
KNDC Hettinger, N. D. — Granted extension to
operate with specified hours, b:00 a.m. to 8:00
p.m., Mondays through Saturdays; and 8:00 a.m.
to 3:00 p.m., Sundays, except for special events,
for additional 90 days from 9-15-57.
WIS-FM Columbia, S. C— Granted request to
cancel license; call letters deleted.
KYME-FM Boise, Idaho — Granted request to
cancel cp; call letters deleted.
WCCN Neillsville, Wis.— Granted authority to
operate trans, by remote control.
LICENSE RENEWALS
WAFC Staunton, Va.; WBCR Christiansburg,
Va.; WCFV Clifton Forge, Va.; WDDY Glou-
cester, Va.; WELC Welch, W. Va.; WFCR Fairfax,
Va.; WINA Charlottesville, Va.; WD? A Annapolis,
Md.; WLOW Portsmouth, Va.; WMOD Mounds-
ville, W. Va.; WNVA Norton, Va.; WO AY Oak
Hill, W. Va.; WPIK Alexandria, Va.; WRON
Renceverte, W. Va.; WSID Baltimore, Md.; WSVA
Harrisonburg, Va.; WSVS Crewe, Va.; WTCS
Fairmont, W. Va.; WTIP Charleston, W. Va.;
WTOP Washington, D. C; WFAN (FM) Wash-
ington, D. C; WGH-FM Newport News, Va.;
WINA-FM Charlottesville, Va.; WJLS-FM Beck-
ley, W. Va.; WKWK-FM Wheeling, W. Va.;
WMAL-FM Washington, D. C; WOAY-FM Oak
Hill, W. Va.; WRVC (FM) Norfolk, Va.; WSVA-
FM Harrisonburg, Va.; WSVS-FM Crewe, Va.;
WTOP-FM Washington, D. C; WWDC-FM
Washington, D. C; WWOD-FM Lynchburg, Va.;
WWVA-FM Wheeling, W. Va.; WMAL-TV Wash-
ington, D. C; WOAY-TV Oak Hill, W. Va.;
WSVA-TV Harrisonburg, Va.; WTOP-TV Wash-
ington, D. C; WTVR (TV) Richmond, Va.;
WXEX-TV Petersburg, Va.; WJZ-TV Baltimore,
Md.; WPVA Petersburg, Va.; WINS New York,
N. Y.; KQV (Main only) Pittsburgh, Pa.; WELD
Fisher, W. Va.; WLNC Winchester, Va.; WSIG
Mount Jackson, Va.; WRFL (FM) Winchester,
Va.; WAYZ Waynesboro, Pa.: WHYL Carlisle,
Pa.; WWSW Pittsburgh, Pa.; WFLO Farmville, Va.
Page 116 • October 7. 1957
Broadcasting • Telecasting
MEMO ■ TIMEBUYERS!
INTERNATIONAL
CBC SALES REVENUE UP $2 MILLION
Commercial revenue of the Canadian
Broadcasting Corp. for both radio and tele-
vision was $11,179,940 for the fiscal year
ending March 31, 1957, compared to $9,-
134,945 for the previous year. Revenue from
television was up almost a third while that
from broadcasting was down 26.6%.
Total CBC revenue for the fiscal year
1956-57 amounted to $49,288,965 com-
pared to $38,942,402 the previous year.
Grants from the Canadian Parliament
amounted to $18,250,000 compared to $6,-
250,000 in the 1955-56 fiscal year. From
excise taxes on radio and television sets CBC
this year received $18,923,029 compared to
$22,799,955 the previous year, due to a drop
in sales of tv sets. License fees from inde-
pendent radio and tv stations during the year
totaled $392,250, compared to $378,300.
Expenses in the 1956-57 fiscal year were
$48,880,422 compared to $38,572,512 the
previous year. After depreciation, deficit for
the year was $1,561,211 compared to $1,-
358,621 the previous year. Expenses were
up all along the line, with programs account-
ing for $31,657,314 of the total, engineering
$9,451,903, network transmission services
$3,115,545, administrative expenses $1,855,-
089, commercial division $730,625, press
and information $920,470, interest on loans
$921,725 and amortization $227,751. De-
preciation was set at $1,969,754.
CBC reported that 2,490,000 Canadian
homes, representing 62% of all homes, had
tv receivers at the end of the fiscal year. CBC
and independent stations, it was estimated,
covered 86% of all Canadians with tv serv-
ice. On March 31, 1957, there were 40 tv
stations in operation across Canada, five
more than the previous year, and eight were
owned by CBC.
"Progress continued to be made in the
development of Canadian program content,"
the report stated. "English tv network service
totaled 48 hours a week of which just over
half was Canadian. In the French language
network service of 53 hours a week, about
three-quarters was Canadian. Independent
Canadian tv stations used about 38 hours a
week of network programs.
"The CBC continued to emphasize the de-
velopment of Canadian programs. A great
deal of effort, and inevitably increasing costs,
during the year went into the improvement
of Canadian productions. With tastes stimu-
lated in part by familiarity with expensive
productions done south of the border, the
Canadian public continued to demand an
ever higher standard of output in Canadian
programs."
CBC pointed out that efforts to maintain
and improve the quality of program services
were reflected in awards received at the
American exhibition of radio and television
programs at Ohio State University, where
KCRA-tv
| SACRAMENTO, CALIFORNIA
. . . the highest rated
CLEAR
jjga
station in the West! I CHANNEL!
CBC won more awards than any other net-
work; in the increasing number of advertis-
ers' participations in CBC tv programs; in
programs sold abroad; in the well-deserved
gaining of international reputations by many
Canadian performers, and in a high degree
of acceptance from the Canadian public.
The report emphasized that during the
1956-57 fiscal year expenditures were con-
fined largely to operations with only limited
amounts spent on capital needs. The CBC
had to continue main operations in a miscel-
laneous collection of quarters. In Montreal,
Ottawa, and Toronto alone, CBC was housed
in 50 different locations of which 45 were
leased premises.
CBC Chairman A. D. Dunton stated in
the report that "pending decisions by Parlia-
ment regarding the future financing of the
national broadcasting system, the CBC was
planning to maintain services and carry out
essential developments within the limits of
resources available. ... In television it faced
a situation as the year began in which it
would have to reduce the television service
considerably unless some special provision
for funds were made."
(The fall program lineup for 1957-58
shows this curtailment in reduction of num-
ber of Canadian live tv shows, and more
dependence on imported and Canadian-
made film programs.)
The bulk of the 64-page 21st annual re-
port of the CBC was taken up with details
on the various radio and television program
services on all English, French and interna-
tional networks and shortwave services. It
dealt in detail with development of Canadian
programs, international exchange of pro-
grams with the United States, Great Britain
and Australia on radio and television, with
technical developments of CBC stations, de-
velopment of CBC's own audience research
departments and its press and information
services.
Regarding commercial operations, the re-
port pointed to increased use of spot an-
nouncements on CBC stations, increased sale
of advertising on French-language CBC tv
stations, and the sale of 15 feature-length
CBC tv shows to the British Broadcasting
Corp. In commercial network radio there
was a further decline, the report stated, with
advertisers increasing their expenditures on
tv programs.
CBC radio networks use about 120 of
Canada's 190 radio stations, plus 54 CBC
low-power repeater stations. Independent
radio stations use network programs on
about 23% of their weekly scheduled time,
while tv stations carry about 55% network
shows during a week's telecasting.
Central Canadians Meet Oct. 21-22
Separate meetings for radio and television
station management officials will feature the
annual meeting of the Central Canada
Broadcasters Assn. at the King Edward
Hotel, Toronto, Oct. 21-22. Practically all
the first day will be devoted to these separate
meetings, following keynote speech by Don
Jamieson, CION-AM-TV St. John's, Nfid.
The second day will be devoted to a business
YOUR BEST TV BUY
in Northeast Penna.
WILK-TV's
V/2 MILLION WATTS
(Nation's Most Powerful)
brings the best of
ABC-TV
Network
plus - The Best of
Syndicated Programs.*
*Lawrence Welk
Frank Sinatra
Cheyenne
Mickey Mouse
Sugarfoot
Disneyland
Circus Boy
Maverick
Guy Mitchell
Zorro
Jim Bowie
Wyatt Earp
Gunfire Pass
The Real McCoys
Patrice Munsel
Broken Arrow
Ozzie & Harriet
Pat Boone
Walter Winchell
West Point
Colt 45
Mike Wallace
Wednesday Night Fights
plus many others
* Liberace
Texas Rangers
Brave Eagle
Grey Ghost
26 Men
Jackie Gleason
Mama
Dr. Christian
Martin Kane
Million $ Movie
plus many others
Broadcasting
Telecasting
Call Avery-Knodel, Inc.
October 7, 1957
Page 117
INTERNATIONAL continued
meeting in the morning followed by discus-
sions on use of radio and television by a
number of advertisers, including R. P. Bea-
don, Procter & Gamble of Canada, Toronto;
A. M. Lawrence, Nestle (Canada) Ltd.,
Toronto; and T. B. Humphrey, General
Mills (Canada) Ltd., Toronto. Baxter Ri-
card, CHNO Sudbury, Ont., CCBA presi-
dent, will preside over the convention.
Global Audience Sees Series
On Live, 24-Hour-Delay Basis
The 1957 World Series is covering a
record area on the map, as the games reach
radio-tv audiences north and south of the
U. S. and in Japan.
Japanese viewers are getting the series
on their television sets for the first time —
only one day after play date in the U. S.
Kinescope recordings of the games were
carried over the commercial television sta-
tion, NTV Tokyo, under terms of a sale
made by NBC International Inc., wholly-
owned NBC subsidiary.
Kinescopes of each game were made by
NBC-TV at its west coast office and
rushed via Pan American Airways to
Tokyo for replay 24 hours later. The
Tokyo station scheduled the games in prime
time, according to NBC International.
In the U. S. the World Series is being
carried live over NBC-TV and broadcast
on NBC Radio starting at 12:45 p.m. for
New York games and 2:45 p.m. for Mil-
waukee games (New York time). The
games are sponsored by the Gillette Safety
Razor Co., through Maxon Inc. The con-
tests also are being carried live in Canada
and in Cuba over the CMQ-TV Network
by means of the recently developed over-
the-horizon relay from Florida.
Fans in more than 13 other Latin Amer-
ican nations also are seeing and hearing
the Gillette-sponsored games. Kines have
been airlifted to Venezuela, Puerto Rico,
Mexico, El Salvador and Guatemala. The
Gillette radio lineup includes the Dutch
West Indies, Nicaragua, Panama, Puerto
Rico, Venezuela, El Salvador, Colombia,
Costa Rica, Cuba, Dominican Republic,
Guatemala, Honduras and Mexico. Regular
Gillette announcers are calling the games
in Spanish.
U. of B. C. Announces Course
An evening course in communications has
been announced at the U. of British Colum-
bia, at Vancouver, B. C. The course is being
conducted by the university in conjunction
with the British Columbia Assn. of Broad-
casters. It will specialize in radio, television
and film and will be held for 10 weeks from
Jan. 15. A five-day summer course will be
held from May 5-10, with lecturers from
all parts of Canada, the U. S. and Great
Britain.
British Columbia broadcasters will under-
write the 10-week course to the extent of
$10,000 a year for five years, with the
university providing administration and,
jointly with the broadcasters, supplying lec-
turers. The course will be open to students
of the U. of B. C. and those in the industry
in the west coast province. Others may be
admitted if accommodations can be found.
More Clients Sign
For CBC-TV Programs
Additional purchases on the English-lan-
guage CBC-TV network, bringing the net-
work's time sales even nearer to the sellout
point [B»T, Sept. 23], were reported last
week. Live shows were cut considerably
from last year and more film shows —
Canadian-made or imported from Britain
and the U. S. — were sponsored this season.
The latest purchases:
Max Factor & Co., Toronto, through
Locke Johnston & Co., Toronto, is jointly
sponsoring with General Foods Ltd., Toron-
to, through Baker Adv., Toronto, the live
Canadian half-hour drama On Camera
Monday evenings.
Campbell Soup Co. of Canada, Toronto,
through Cockfield Brown & Co., Toronto,
and Standard Brands of Canada, Montreal,
through MacLaren Adv., Montreal, jointly
sponsor Wyatt Earp on Wednesday.
Sunbeam Corp. Canada Ltd., Toronto,
through Vickers & Benson, Toronto, with
Pond's Cosmetics, Toronto, through J.
Walter Thompson & Co., Toronto, jointly
sponsor on Thursday evening the half-hour
The Music Makers.
General Motors of Canada. Oshawa,
Ont., through MacLaren Adv., Toronto, is
sponsoring the live Canadian one-hour GM
Drama on Tuesday evenings, the Chevy
Show on Wednesday evenings, Patrice
Munsel and (on alternate weeks) The Big
Record on Friday evenings and the Cana-
dian live French show Porte Ouverte on
French-language stations.
Gillette Safety Razor Co. of Canada,
Montreal, renewed sponsorship of Caval-
cade of Sports Friday evenings, through
Maxon Inc., New York.
Dow Breweries, Montreal, through Vick-
ers & Benson, Montreal, sponsors in Quebec
province the Canadian Big Four Football
games, with Tobaccofina Ltd., Montreal,
through Walsh Adv. Ltd., Montreal, and
Shell Oil Co., Toronto, through J. Walter
Thompson, Toronto, sponsoring the games
on English-language network stations else-
where in Canada.
Kellogg Co. Ltd., London, Ont., through
Leo Burnett of Canada, Toronto, sponsors
Wild Bill Hickok Saturday evenings and
Rin Tin Tin on Wednesdays.
Milko Products Ltd., Toronto, through
A. W. McCracken Ltd.. Toronto, with
Whitehall Pharmacal (Canada) Toronto,
through Young & Rubicam, Toronto, spon-
sors the Canadian historical film series Ad-
ventures of Pierre Radisson.
Procter & Gamble of Canada, Toronto,
through Benton & Bowles, Toronto, with
Salada - Shirriff - Horsey Ltd., Toronto,
through McKim Adv., Toronto, jointly
sponsor the live half-hour Canadian Hit
Parade on Saturdays.
Success Wax Ltd., Montreal, through
Snyder Cardon, Montreal, and Benson &
Hedges Ltd., Montreal, through James
Lovick Ltd., Montreal, sponsor the Satur-
day evening Wrestling on the Canadian tv
network.
Nestles Ltd., Toronto, through E. W.
Reynolds, Toronto, and Walter M. Lowney
Ltd., Montreal, through Foster Adv.,
Toronto, sponsor Lassie on Sundays.
Canadian General Electric Ltd., Toronto,
through MacLaren Adv., Toronto, spon-
sors the live Canadian half-hour Showtime.
Bristol-Myers of Canada, Montreal,
through Ronalds Adv. Agency, Montreal,
and Singer Sewing Machine, Toronto,
through Young & Rubicam, Toronto, spon-
sor the half-hour Sunday evening program
Stories of John Nesbitt.
Various spectaculars from New York also
will be carried on the Canadian tv network,
including, for General Motors of Canada,
the Jubilee of Music on Nov. 17 and Annie
Get Your Gun on Nov. 27.
A new one-hour live-Canadian comedy-
variety program Wayne & Shuster Show
will be sponsored, but definite word of
what company will use this vehicle has not
yet been announced by CBC. In previous
years Christie Brown & Co., Toronto, a
division of Nabisco Ltd., Toronto, has
sponsored the half-hour Wayne & Shuster
Show. The two Canadian comedians are
doing a one-hour show in London, Eng-
land, Oct. 8, on the Independent Television
Authority's network.
Coverage of Queen's Visit
Will Be CBC's Biggest Job
Coverage of the visit of Queen Elizabeth
to Ottawa, Oct. 12-16, will be the most
ambitious project Canadian Broadcasting
Corp. television has undertaken in its five
years of operation. The biggest problem,
from a programming standpoint, will occur
on the first and last days of the visit, during
the drives to and from the airport. The 13
miles of turns and twists will make coverage
extremely difficult.
CBC is using 25 cameras to cover the 13-
mile route from Uplands Airport to Rideau
Hall, where the Queen will stay. Seven
mobile units will control the 25 cameras on
the route. For radio network, 27 radio
pick-up points will be used.
Four U.S. tv and radio networks will
carry the Canadian telecasts and sound pro-
grams. In addition to live pickups, U.S. net-
works will have access to Canadian film
coverage of the Ottawa visit. CBC also will
supply tv film to Great Britain and other
countries. NBC Radio's Monitor program
will carry live and delayed broadcasts direct
from Ottawa during the entire visit. Other
U.S. radio networks will have access to all
Canadian royal visit programs. Four CBC
commentators will go to Washington to
cover the royal visit there, two covering
in English and two in French. CBC net-
works, both tv and radio, will use U.S.
networks for the Washington visit on an
exchange basis.
To provide live coverage of the royal visit
to Canadian Atlantic coast tv stations, a
special arrangement has been made with
ABC network whereby four stations in
Maine will drop their usual programs and
carry the royal visit on the microwave net-
work out of Toronto, Ont., through Maine
to the Atlantic coast provinces. This will
allow live coverage of the event for prac-
tically all Canadian tv stations from the
Atlantic Coast to the Rocky Mountains.
Page 118 • October 7, 1957
Broadcasting • Telecasting
ABROAD IN BRIEF
SWISS PAPERS TO PAY: Since the Swiss
government's latest rejection of commercial
tv some weeks ago, the Swiss Newspaper
Publishers Assn. has had to discuss how to
make good its offer to subsidize the govern-
ment system [BoT, Aug. 5]. At its most re-
cent meeting the association made plans to
pay 2 million francs annually to the tv
broadcasting organization for 10 years, or
1.5 million annually for 15 years. The as-
sociation has decided it is worth the price
to keep the medium from making advertis-
ing inroads. The subsidy budget has been
set up for 10-15 years on the theory that by
that time set license fees will pay the entire
broadcasting bill.
ON WESTERN WIDTH: A Yugoslav Tv
Development Plan, published in Belgrade
early this month confirms that the inde-
pendent communist country is adhering to
West European tv standards rather than
those of the eastern bloc of nations. (The
main variation is one mc in bandwidth.
Otherwise, standards are substantially the
same, 625 lines, 25 frames per second,
using fm frequencies.) The country also is
reported planning tv links with Austria and
Italy but not with the Soviet bloc. RCA is
sending equipment for stations at Belgrade,
Zagreb and Ljubljana and satellites, accord-
ing to reports abroad. The package is said
to include three 3-camera studio outfits
and mobile pickup units for Belgrade and
Ljubljana, to be delivered between October
and January. British Marconi is understood
to have contracts for relays of the inter-
station network and a mobile pickup unit for
Zagreb. West German Siemens is reported
ready to deliver three transmitters, 1 to 3
kw each, and satellite units by early 1958.
BLURS IN BAVARIA PICTURE: Bavarian
Radio, experiencing advertiser apathy dur-
ing summer months, recorded a sales drop
during July. Only 37% of a daily half-hour
segment in an otherwise sustaining schedule
was sold, compared to 61.7% sold in June.
The station, one of two in the all-government
system which have made a small part of
their schedules available for sponsorship
(Radio Free Berlin is the other), still is at
the stage of selling advertisers on the tv
medium.
A new threat to the economic picture is
presented, by a bill before the Bavarian
Parliament setting limits on commercial
time and providing for revenues to go to
cultural institutions outside the broadcasting
I HOWARD E. STARK
) and
IT 58t
NEW YORK 22. N. V
EASTSS,h STREET EL S-040S
50
field. Earnings at present are used to sup-
port the total BR operation.
VIENNA REVAMPS: The government of
Austria has completed a plan for reorganiz-
ing the country's state-operated broadcasting
system, it has been reported. Under the new
setup, Oesterreichische Rundfunk Gesell-
schaft (Austrian Broadcasting Co.) will be
capitalized at the equivalent of $4 million,
a sum contributed 95% by the Vienna gov-
ernment and 5% by the Austrian federal
states. There is no room in the system for
private broadcasting, but observers have ex-
pressed doubts that mounting budgets of
television can be met without commercial
broadcasting.
TV GIVEAWAY: Signal interference on
London television sets led Scotland Yard
sleuths to the hideaway of a Lavender Hill
counterfeiting mob. Acting on complaints
from viewers in the Lavender Hill section,
detectives broke into the basement of a
home. There they found a press — source
of the tv trouble— and about £200,000
($560,000) in forged notes, said to repre-
sent the biggest seizure of forged money in
British history. It happened Friday, Sept. 13.
Box Top Promotions Condemned
By Board of Governors of CBC
The Canadian Broadcasting Corp. board
of governors last week warned stations that
certain give-away shows would constitute
a black mark on their records at license-re-
newal time.
The board frowns on programs or mes-
sages which offer prizes in return for box
tops or other proofs of purchase. Such pro-
motions do not represent good broadcasting
nor do they serve the public interest, the
CBC fathers said.
The policy, however, does not affect shows
featuring contestants present at station stu-
dios or which require entries made in writing
and judged on the basis of merit.
INTERNATIONAL SHORTS
Canadian Broadcasting Corp. reports it will
start construction this fall on new Y-shaped
headquarters building at Ottawa, Ont., to
cost approximately $2 million. Building
will be eight stories in height and located
on Riverside Drive, with completion sched-
uled for sometime in 1960. In addition to
headquarter offices for all departments,
building will have viewing, audition and
conference rooms.
Swift Canadian Co. Ltd. (food products),
Toronto, has started quarter-hour quiz show
five times weekly on 50 English and French-
language radio stations. Show is based on
Canadian facts and music, and was pro-
duced by G. N. Mackenzie Ltd., same city.
Agencies are McCann-Erickson Canada Ltd.
and J. Walter Thompson Ltd., Toronto.
Halas & Batchelor Cartoon Films Ltd., Lon-
don animation studio and commercial tv
producer, has opened U. S. production and
liaison office at 11 W. 42 St., N. Y., with
Irene Lee, formerly of firm's London office,
heading operation.
NOW IN
ROANOKE
and Western Virginia
WDBJ
presents
followed by
the
EARLY SHOW
Famous Feature Movies
Monday through Friday
4:00 to 6.05 P. M.
Vour Peters, Griffin, Woodward
"Colonel" can give you the full story con-
cerning participations. Call him now!
ROANOKE, VA.
Owned and operated by
the Times-World Corp.
Broadcasting • Telecasting
October 7, 1957 • Page 119
PEOPLE
ADVERTISERS & AGENCIES
A WEEKLY REPORT OF FATES AND FORTUNES
city, office manager and director of person-
nel.
Henry Halpern, re-
search director, M a c-
Manus, John & Adams
Inc., N. Y., promoted to
vice president, media-re-
search. He also will con-
tinue as research director.
■< Roger C. Bumstead,
media director, MJ&A,
resigns to join Campbell-
Mithun Inc., Minneapolis,
as associate media director,
effective this week. Mr.
Bumstead also was ac-
count executive at MJ&A
for Good Humor Corp. account.
Vernon Morelock, vice president, Winius-
Brandon Co., St. Louis, assigned additional
duties in account handling-supervision and
will devote full time to account work.
Herbert Halpern promoted to radio and tv
director.
■< John Egan, executive
producer in tv-radio pro-
gramming department,
Compton Adv., N. Y.,
elected vice president. He
has been with agency
since 1951.
George A. Whittington, account executive,
Charles Bowes Adv. Inc., L. A., transfers to
agency's S. F. office.
Clyde Ingle, account executive, Erwin,
Wasey & Co. of the South, Oklahoma City,
Okla., to Glenn Adv. Inc., San Antonio,
Tex., in similar capacity.
Edward Cummings, media department,
Burke Dowling Adams, N. Y., named media
director, succeeding James Daly, resigned.
William Drager, director of research, Allen
& Reynolds, Omaha, Neb., and Paul S. Pat-
terson, advertising director, Florida Citrus
Commission, Lakeland, Fla., to Liller, Neal
& Battle, Atlanta, Ga., as manager of agen-
cy's market research department and account
executive, respectively.
Thomas M. Wolfe, management consultant,
Industrial Relations Counselors Service Inc.,
to Vick Chemical Co., N. Y., as communi-
cations manager.
Conrad Ulmer, assistant to president, Goold
& Tierney, N. Y., to Donahue & Coe., same
CELEBRATES 25 YEARS
Schuyler R. (Sky) Kudner, vice pres-
ident of Kudner Agency, celebrated
his 25th anniversary with the agency
founded by his brother, the late Arthur
H. Kudner, at a luncheon at the Es-
sex Hotel last Tuesday. The celebra-
tion was attended by 12 associates,
all members of the Quarter Century
group. He received a remote controlled
tv set, presented by J. H. S. Ellis,
president of the agency and himself
a charter member of the 25-year club.
Leo G. Willette, former Birmingham, Ala.,
newspaper and tv newsman, to Chrysler
Corp., public relations department, as super-
visor of program films.
Joseph F. Van Hart, day city editor, Phila-
delphia Inquirer, to Gray & Rogers, same
city, public relations and publicity depart-
ment.
Robert V. Fancett, formerly copy editor,
Detroit News, to Ross Roy Inc., same city,
public relations staff.
Robert R. Julin, MacFarland, Aveyard &
Co., Chicago, to Compton Adv., same city,
as media and research assistant.
Thomas D'Arcy Brophy, who is retiring as
chairman of board of Kenyon & Eckhardt,
elected president of Society for Rehabilita-
tion of Facially Disfigured, N. Y.
Frank Finney, 84, co-founder of Street &
Finney, N. Y., died at his home in Summit,
N. J., Sept. 20.
Harold I. Reingold, 47, founder and presi-
dent of Reingold Co., Boston, died at his
home Sept. 22.
NETWORKS
M Robert S. Jones, for-
mer CBS New York ac-
count executive, to Mu-
tual Chicago as manager
of midwestern operations.
He succeeds Carroll Marts
who resigned as vice presi-
dent in that post [B«T,
John Scuoppo, exploitation representative,
NBC, named manager of field exploitation.
Norman Baer, formerly radio-tv director,
Lewin, Williams & Saylor, N. Y., to Mutual,
same city, executive staff. He was assigned
to special events, news and sports features.
James R. Fuller, account executive, CBS
Radio, to American Broadcasting Network
in similar capacity.
Elizabeth Haglund, for two years public
relations coordinator for NBC-TV's Today,
Home and Tonight shows, named coordina-
tor of program services for network's special
projects.
Bill Barron, director of public relations, Don
Lee Broadcasting System, Hollywood, re-
signs.
Anthony A. Cervini Jr., formerly NBC serv-
ice representative supervisor, appointed sta-
tion contact representative in network's sta-
tion relations department.
John Irish, announcing and production staff,
Mutual, named field representative in net-
work's station relations department.
Dik Darley, formerly director of Rosemary
Clooney's filmed series, Space Patrol and
Mickey Mouse Club, will produce and di-
rect NBC-TV's Lux Show starring Miss
THE TWO CHECKS Sidney P. Allen (r),
sales vice president of MBS, is present-
ing George Comtois (1), network ac-
count executive, add up to $1,000. Mr.
Comtois' bonus is the second to be
awarded under the new sales incentive
plan initiated by Paul Roberts, MBS
president [B«T, Aug. 19]. Mr. Com-
tois, former sales vice president of
American Broadcasting Network,
joined Mutual in mid-August.
Clooney. Joseph Shribman, her personal
representative, will act as co-producer.
Felix Feist, producer-director of NBC-TV's
Harbor Master, named producer of that
network's series The Californians.
Ira Cerker, tv director, to NBC-TV as direc-
tor of True Story. He also will alternate
directing chores with Tom Reynolds.
Jess Oppenheimer, program creator and head
writer of / Love Lucy, named producer for
NBC's two-hour colorcast General Motors
Fiftieth Anniversary Show. Program is
scheduled to be shown Sunday, Nov. 17.
Derrick Lynn-Thomas, associate producer
of NBC-TV's Jimmy Durante Show, named
associate producer for that network's Gisele
Mackenzie Show.
Tommy Henrich, former New York Yankee
star, signed by Mutual to conduct four 5-
minute sports programs on weekdays, start-
ing Oct. 5.
George Gobel, star of his own show on
NBC-TV, named head of 1958 Radio-Tele-
vision-Recording-Advertising charities an-
nual campaign.
Thomas B. McFadden, vice president in
charge of NBC owned stations and NBC
Spot Sales, father of boy, Matthew John,
Sept. 27.
FILM
George Kellog, jingle writer, to Animation
Inc., Hollywood, as head of radio division
and to handle west coast tv sales.
Ralph J. Baron, account executive. Televi-
sion Programs of America, named assistant
eastern division manager.
Joe W. Edwards, vice president for adver-
tising and public relations, Wells Organiza-
tions, Chicago, appointed to represent Ani-
mation Inc., Hollywood, in Chicago, Mil-
waukee, St. Louis and Texas. He succeeds
Page 120 • October 7, 1957
Broadcasting • Telecasting
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STAIRSTEP SIGNAL modu-
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Broadcasting
Telecasting
October 7, 1957 • Page 121
PEOPLE CONTINUED
THE FACE is the same, but the setting
is new. William H. Weldon, former
president of Blair-Tv Inc., New York,
has forsaken Madison Avefiue for
Jefferson City, Mo., where now he
devotes full time to running KRCG-
TV and off-duty hours to horses and
such old-time hobbies as golf and
sports cars. Here he measures the
base of KRCG-TV's new tower.
Jay Norman who has resigned to devote
full time to live action films.
STATIONS
Marvin A. Kempner, for past decade execu-
tive vice president, Richard H. Ullman Inc.,
Buffalo, N. Y., program syndicate, to WXRA
and WXRC (FM), same city, as managing
director. Prior to joining Ullman organiza-
tion, Mr. Kempner was associated with
Louis G. Cowan Enterprises, N. Y.
Carlos Rivas, executive in charge, sports and
special events, KPOA Honolulu, to Big Is-
land Broadcasting Co. (KIPA Hilo) as vice
president and general manager.
Samuel G. Henderson Jr., WGAN-AM-TV
Portland, Me., named manager of WGAN-
TV.
John H. Hanna, methods and cost analyst,
printing division, Travelers Insurance Co.,
to Travelers Broadcasting Services Corp.
(WTIC-AM-FM-TV Hartford, Conn.) as
business manager.
James R. Keen, account executive, WFIE
(TV) Evansville, Ind., named program man-
ager.
Stan Johnson, KTNT Tacoma, Wash.,
named retail sales manager.
Art Gordon, commercial manager, WJAR
Providence, R. ,L, to WAHR Miami Beach,
Fla., in similar capacity.
Leonard J. Ellis, account executive, WJOB-
AM-FM Hammond, Ind., named commer-
cial manager. Bill Murphy, chief announcer
succeeds Mr. Ellis.
■< Bob Benson, disc jock-
ey, WRCV Philadelphia,
promoted to director of
programs. Mr. Benson has
been with WRCV since
1956.
■< Robert Lemon, station
manager, WTTV (TV)
Bloomington, Ind., joins
WRCV-TV as director of
programs. Mr. Lemon was
with WTTV for past six
years and served success-
ively as advertising sales-
man, sales manager and station manager.
Donald C. Keyes, program director, KILT
Houston, promoted to program director for
all McLendon Corp. Stations. (KLIF Dallas,
KTSA San Antonio, KILT and KTBS
Shreveport, La.) He will supervise program-
ming at KTBS. Robert Stevens succeeds him
as KILT program director.
which by the end of this month should
rise 1,012 ft. above average terrain.
Mr. Weldon's formal resignation
from Blair-Tv was announced last
week [At Deadline, Sept. 30]. (Ed-
ward P. Shurick, vice president-station
relations manager of CBS-TV, has
replaced him at Blair-Tv.) He left
Blair-Tv in August to look after
KWOS Jefferson City, associated
newspapers and KRCG-TV during
the illness of Mrs. Lenore R. Gos-
horn, Mrs. Weldon's mother and
owner of KWOS and local news-
papers. By the time his mother-in-
law had recovered, Mr. Weldon had
become a country-life convert. KRCG-
TV, owned by Mrs. Weldon, is lo-
cated on Callaway Hills Farm, which
boasts a stable of champion horses as
well as the television studios.
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supplies. Get what
you want when you
want it. Catalog
copies are available
on request.
ALLIED RADIO
100 N. Western Ave., Chicago 80, III.
Phone: H Ay market 1-6800
■< Dan Valentine, pro-
gram director, W F A A
Dallas, to WCKR Miami
in similar capacity. Mr.
Valentine also will work
with WCKT (TV) Miami.
Both stations are owned by
Biscayne Tv Corp.
William Arnold, announcer, WBEN-AM-
TV Buffalo, N. Y., to WDOT Burlington,
Vt., as program director.
Mary Jane Cox appointed assistant to direc-
tor of research and market analysis, WBT
Charlotte, N. C.
Mary Ann Magner, continuity writer, KQV
Pittsburgh, named traffic director.
Leslie A. Hollingsworth, publicity and pub-
lic relations director, WPIX (TV) New York,
resigns effective Oct. 15.
Allen Todd, reporter and foreign corres-
pondent, to KFOX Long Beach, Calif., as
news director.
Francis P. (Bud) Sullivan, district auditor,
General Motors, Chicago, to KYW-TV
Cleveland, Ohio, as assistant auditor. Jim
Graner, sportscaster, WJW, same city, joins
KYW in similar capacity and Chuck Bloom,
KLAC-TV Los Angeles, to station as traffic
supervisor.
Boone Boggs, promotion director, WDBJ
Roanoke, Va., named to supervise WDBJ-
TV's promotion department, succeeding
Macy (Mike) Schaffer, who has joined
WAVY (TV) Portsmouth, Va.
William Chipp, engineering department,
WFBM-AM-TV Indianapolis, Ind., named
to supervisor position on technical staff.
Peter Anthony McMahan, formerly partner
in Barnes-Chase Adv., San Diego, to KSDO.
same city, as agency sales supervisor.
Philip D. Marella, WGR-TV Buffalo, N. Y.,
to WIIC (TV) Pittsburgh as sales representa-
tive.
Raymond J. Spahr, vice president in charge
of advertising and public relations, Peoples
Bank of Dayton (Ohio) to WHIO-AM-TV,
same city, as account executive.
John F. X. Davis, local sales, WMEX Bos-
ton, to WILD, same city, as account execu-
tive.
Elmer F. Smith, commercial manager, KBIZ
and KTVO (TV) Ottumwa, Iowa, to WNAX
Yankton. S. D., as regional account execu-
tive.
Ralph Hodges, former actor in "Our Gang"
comedies, program coordinator for Pano-
rama Pacific and production manager of
KLAS-TV Las Vegas, Nev., to KTLA (TV)
Los Angeles, as producer.
D. Robert Scott, announcer. WNJR New-
ark, N. J., to WHBI, same city, as announcer
and assistant producer of U. S. A. Show.
Tom York, WMCT (TV) Memphis, Tenn..
and Joe Halburnt Jr., WTVW (TV) Evans-
ville, Ind., both announcers, to WBRC-TV
Birmingham, Ala., in similar capacities.
Page 122 • October 7, 1957
Broadcasting • Telecasting
You're headed in
the right direction with
Plough, Inc., Stations!
Charles Mertz, formerly disc jockey, WTNS
Cochocton, to WMRN Marion, both Ohio,
as announcer and music librarian.
John McCullough, formerly manager of
Navy Armed Forces Radio Service in Phila-
delphia, to WNDU South Bend, Ind., an-
nouncing staff.
Jack R. ReVoyr, formerly with WHA-AM-
TV Madison, Wis., to announcing staff of
WTMJ-AM-TV Milwaukee.
Al (Jazzbo) Collins, disc jockey, WRCA
New York, to KUTV (TV) Salt Lake City,
Utah, and its affiliate KALL in that city.
Roger Sheldon, formerly with KGIL San
Fernando, KFMU (FM) Glendale, both
California, and KRHM (FM) Los Angeles,
to KFMB San Diego.
Bob Adams, sales manager and store mana-
ger, Firestone Tire & Rubber Co., Wichita,
Kan., to KFH, same city, sales staff. Mack
Sanders, formerly with KMA Shenandoah,
Iowa, to KFH as m.c. of Chow Time.
Guy H. Popham Jr., farm director of
KGUL-TV Galveston, Tex., to KNOE-TV
Monroe, La., service and promotion depart-
ment.
Howard James, formerly on news staff of
WJIM Lansing and news director, WDMJ-
TV Marquette, to WOOD-AM-TV Grand
Rapids, all Michigan, news staff.
Robert Hyland, general manager, KMOX
St. Louis, elected to board of directors,
Municipal Theatre Assn., same city.
Rollie Thomas, sports director, KFI Los
Angeles, shot 145 (1 over par) Sept. 29 to
win senior golf championship of state of
Nevada.
REPRESENTATIVES
■< George C. Castleman,
tv new business develop-
ment manager, Peters,
Griffin, Woodward, named
vice president in addition
to his present, post. Before
joining PGW in 1955, Mr.
Castleman was with CBS
Spot Sales for four years and also was vice
president of Bermingham, Castleman &
Pierce.
■< William C. Brearley,
radio sales, George P.
Hollingbery Co., N. Y.,
named eastern sales mana-
ger. Mr. Brearley has been
with Hollingbery for past
six years.
George B. Hager, sales staff, American Can
Co., to John Blair & Co., S. F., as account
executive.
Don Staley, Pacific Coast manager, Weed
Television, S. F., and Andrew K. Leach, tv
sales service representative, NBC Network
tv department, to Katz Agency, N. Y., tv
sales staff. Clifford Hahne, assistant mana-
ger, KIXL Dallas, to Katz radio sales staff
in that city.
PROGRAM SERVICES mmmmmmmmmmmmmm
David D. Lewis, United Press, Atlanta staff
correspondent, appointed bureau manager
of newly-opened UP bureau in Mobile, Ala.
Bureau will take over coverage of southern
Alabama and coordinate coverage activities
in three-state gulf coast area including parts
of northwest Florida and Mississippi.
Mrs. Clement Brooks Botchford, in charge
of personnel and assistant to comptroller,
ASCAP, N. Y., died Sept. 29 after brief
illness. Mrs. Botchford began her employ
with ASCAP in 1919. Her duties included
supervision of distribution of royalties to
members.
PROFESSIONAL SERVICES mmmmmrnmrnmrnm
Frederick George Horan, formerly associ-
ated with Sun Oil Co., to Endorsements Inc.,
N. Y., as account executive.
TRADE ASSNS. •
Stanley Raiff, public relations consultant in
San Francisco and New York, has joined
NARTB public relations staff.
MANUFACTURING •• ...r .. •
George I. Long Jr., president, Ampex Corp,
Redwood City, Calif., to ORRadio Industries
Inc., Opelika, Ala., board of directors, suc-
ceeding late Lt. Gen. Lewis A. Pick.
Woodham W. Cauley, certified public ac-
countant, Whatley & Cauley, Opelika, Ala.,
to ORRadio Industries Inc., same city, as
comptroller.
G. W. Duckworth, manager of cathode ray
and power tube market planning, RCA,
named marketing manager of industrial tube
products activity, electronic tube division.
Other appointments: C. F. Nesslage, mana-
ger of controls and standards, cathode ray
and power tube operations becomes admin-
istrator, operating financial controls; E. E.
Spitzer, manager of cathode ray and power
tube engineering, named engineering mana-
ger, and E. M. Woods, manufacturing mana-
ger, cathode ray and power tubes, appointed
production manager.
■< William G. Fockler,
previously assistant en-
gineering manager of tech-
nical products division,
Allen B. DuMont Labs,
named manager of techni-
cal products engineering,
succeeding Arthur J. Tala-
mini, who resigned to join Electro Tec,
South Hackensack, N. J.
Hugh H. Engelman manager of advertising
administration, Motorola Inc., Chicago,
promoted to manager of tv advertising and
sales promotion.
Represented nationally by
RADIO-TV REPRESENTATIVES, INC.
NEW YORK . CHICAGO • BOSTON . SEATTLE
ATLANTA • LOS ANGELES . SAN FRANCISCO
Kansas is FREE
When You Buy KMBC
in Kansas City, Missouri
BUY KMBC— 5,000 watts on 980 kc,
to reach 2,340,560 people; $3,945,000,000
spendable income; $2,949,000,000 retail
sales.
GET KFRM— 5,000 watts on 550 kc—
for the state of Kansas FREE! It's your
bonus market of 1,927,150 population;
$3,115,468,810 spendable income; $2,321,-
148,648 retail sales.
KMBC-KFRM, the only bonus-buy
radio stations(in the Heart of the Nation.
For choice availabilities, call
your colonel from Peters, Grif-
fin, Woodward, Inc.
DON DAVIS, President
JOHN SCHILLING, Executive Vice-President
GEORGE HIGGINS, V.P. and Sales Manager
DICK SMITH, Manager, KMBC-KFRM
KMBC o£ Kansas City
KFRM /fit* the State of Kansas
in the Heart of America
HOOPER — PULSE — NIELSEN
KOSI— S.« Forjot KOBY — See Petry
Broadcasting • Telecasting
October 7, 1957 • Page 123
REVIEWS Continued from page 16
NIGHTTIME
WSAZ-TV
DELIVERS 1000 HOMES
BETWEEN
7:30 and 10:30 P. M.
FOR $1.30
The second station's
cost per thousand
homes is $2.39
84% Higher
The third station's
cost per thousand
homes is $5.42
317% Higher
AND ANYTIME
WSAZ-TV delivers
ONE THIRD more
total homes than
both other
Huntington-Charleston
Stations COMBINED
Source: June 1957 ARB
All figures based on
260-time frequency
HUNTINGTON-CHARLESTON, W. VA.
M.M.O. ETETWOISiK
Affiliated wilh Radio Slalions
WSAZ, Huntington 4 WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
CALL YOUR KATZ MAN
Page 124 • October 7; 1957
ing and entertaining. It was not always ex-
citing. In explaining America and her music
to Mr. Harrison at one point in the show,
Miss Channing said, "We got everything we
got from everybody — and made it our own."
Perhaps "Crescendo's" problem was the
impossibility of giving all that "everything"
to everybody at one time.
Production costs: $450,000-$500,000
Sponsored by Du Pont through BBDO on
CBS-TV, Sun. (once a month), 9-10:30
p.m. EDT. Started Sept. 30
Executive producer: Richard Lewine; pro-
ducer: Paul Gregory; director: Bill Col-
leran; writers: Peter Ustinov and Leslie
Stevens; musical director: Paul Weston;
choral director: Norman LuhofJ; choreog-
rapher: Eugene Loring; scenic designer:
Paul Barnes; costume designer: Saul
Bolasni
Stars: Rex Harrison, Julie Andrews, Stanley
Hollaway, Louis Armstrong, Eddy Arnold,
Diahahn Carroll, Benny Goodman, Ma-
halia Jackson, Sonny James, Stubby Kaye,
Peggy Lee, Lizzie Miles, Carol Channing,
Turk Murphy, Dinah Washington
THE GEORGE GOBEL SHOW &
THE EDDIE FISHER SHOW
Some say it's not a season for comedians
on tv. But the new alternate-week, hour
format looks like the best break for George
Gobel (and the viewer, too) for some time.
There's more excitement in the new show
than in last season's half-hour series.
Jeff Donnell as the star's wife has been
liberated from aprons and dustmops and
launched as a comic singer. The master
gets to do his stand-up bits unfettered by
a mandatory "situation" and spelled by
guest acts.
Much of the Gobel opener was a satire
on several facets of the tv trade — color,
sales presentations, survey methods (ener-
getically handled by interviewers Tommy
Noonan and Pete Marshall) and spectacu-
lar shows. The point at times may have
been more obvious to the trade than to
Viewer Doe, but the bits were in themselves
funny enough to succeed without satire.
On the Eddie Fisher opener, the hour
was full of songs, including numbers in
which the singer teamed up with wife Deb-
bie and on another occasion with Mr.
Gobel. Producer Mike Todd was on hand,
too, with a few sequences only mildly
amusing. But as a musical counterpart to
the alternate week's comedy antics, last"
Tuesday's Fisher program was a nice change
of pace.
The idea of having Mr. Gobel and Eddie
Fisher appear as guests on each other's
shows should whet audience appetites in
a complementary way. From the sparkle
of the openers in this tandem series, it ap-
pears as if Saturday night television had
better look to its laurels. There's quite a
Saturday feeling about this Tuesday show.
Production costs: $80,000
Sponsored in color on NBC-TV, Tuesday,
8-9 p.m. EDT by Liggett & Myers Tobac-
co Co. through McCann-Erickson, Whirl-
pool Corp. and RCA, both through
Kenyon & Eckhardt. Reviewed Sept. 24
and Oct. 1
Producer-director: Allen Handley (Gobel);
producer: Julie Styne (Fisher); director:
Barry Shear (Fisher)
THE COURT OF LAST RESORT
On May 23, 1935, a man known as
Gordon Wallace was implicated in the
murder of a trucking racketeer "some-
where in New England" and on the flimsy
evidence of a vengeful widow (whose hus-
band was killed earlier on that racketeer's
order) was sentenced to life imprisonment.
Twenty-two years later Mr. Wallace (a fic-
tional name) attempted suicide in the prison
shoe repair shop and by this desperate act
attracted the merciful attention of the
Court of Last Resort, a body of seven crime
detection experts dedicated to the release of
wrongfully-convicted felons. Before the
program ended, their legal and detecting
spadework reversed the sentence and freed
Gordon Wallace. The Wallace case has, like
the others to be aired, already appeared in
Argosy magazine, and while the tv version
was considerably removed from the actual
magazine "case" (which took place in De-
troit during the bootleg era), the initial
episode showed considerable merit.
Founded in 1948 by mystery writer Erie
Stanley Gardner and Argosy Publisher
Harry Steeger, the Court is dedicated to
the proposition that the real court of last
resort is "the people." It is hoped that the
series will rally public support to the selfless
work of these seven individuals, and well
it might — and should. (Mr. Gardner re-
called last week that over the past nine years
he had spent some $25,000, non-reimburs-
able) .
Naturally, it is somewhat hard to digest
what could amount to over three years of
work into a scant 30 minutes, but producer
Elliott Lewis (of radio's The Clock and
Suspense fame) is an old hand at coming
up with plausible, taut and professionally-
executed plays. Truth, especially in radio-tv
dramatizations, has been particularly prone
to perversion through purported "fiction-
alization" ("all places, names and dates
have been changed to protect the innocent,"
ad nauseum) but the people behind this
new tv series have carefully avoided hoking
up material that is exciting enough by
itself. They, as well as the makers of Old
Gold cigarettes (who can't honestly claim
to sponsor the series as "a public service"
but who do admit their "happiness" to be
associated with the programs) ought to be
commended for bringing the court's exciting
work to the attention of millions of non-
Argosy readers.
Production costs: Approximately $35,000
Sponsored by P. Lorillard Co. (Old Gold),
through Lennen & Newell, on NBC-TV,
Fri. 8-8:30 p.m. EDT. Premiered Oct. 4
Executive producer: Jules C. Goldstone;
producer: Elliott Lewis; director (on ini-
tial show): John Meredyth Lucas; film
editor: Sherman Todd; script editors:
Sherman Todd and Anthony Ellis; pack-
aged by Walden Productions Inc. in as-
sociation with Paisano Productions, Hol-
lywood
Broadcasting • Telecasting
b-t TELESTATUS
A QUARTERLY SITUATION REPORT ON
PRESENT AND PLANNED TV STATIONS
Published in first issue of each quarter
October 1957
Total U. S. Stations on Air: 512
(Commercial: 488; Educational: 24)
(Includes Alaska, Guam, Hawaii, Puerto Rico)
Total Cities with On-Air Stations: 326
Total Tv Homes: 38,700,000
(B-T Estimate as of Jan. 1, 1957)
ALABAMA
ANDALUSIAf—
► WAIQ («2)
BIRMINGHAM—
► WABT (13) NBC, ABC; Harrington, Righter,
Parsons; N, LF, LS; $800
► WBIQ («10)
► WBRC-TV (6) CBS; Katz; N; $850
WBMG (42) 11/29/56-Unknown
DECATUR—
► WMSL-TV (23) NBC, CBS, ABC; McGillvra;
N; $150
DOTHAN—
► WTVY (9) CBS, ABC; Young; N; $150
FLORENCE—
WOWL-TV (15) 1/30/57-October; Forjoe; $200
MOBILE—
► WALA-TV (10) NBC, ABC; H-R; N; $450
► WKRG-TV (5) CBS; Avery-Knodel; N; $450
MONTGOMERY—
► WCOV-TV (20) CBS, ABC; Young, N; $200
► WSFA-TV (12) NBC, ABC; Katz; N; $450
MUNFORDf—
► WTIQ (*7)
SELMAf—
WSLA (8) 2/52/54-Unknown
ARIZONA
MESA (PHOENIX)—
► KVAR (12) NBC; Raymer; N; $450
PHOENIX—
► KOOL-TV (10) CBS; Hollingbery; N; $550
► KPHO-TV (5) Katz; N; $450
► KTVK (3) ABC; Weed; N, LF, LS; $400
TUCSON—
► KGUN-TV (9) ABC; Headley-Reed; N, LF, LS;
$300
► KOLD-TV (13) CBS; Hollingbery; N; $300
► KVOA-TV (4) NBC; Branham; N; $300
YUMA—
► KIVA (11) CBS, NBC; Hollingberry ; $200
KYAT (13) 1/25/56-Unknown
ARKANSAS
EL DORADO—
► KRBB (10) NBC (ABC, CBS per program
basis); O'Connell; $200
FORT SMITH—
► KFSA-TV (22) NBC, ABC; Venard; $200
► KNAC-TV (5) CBS; H-R; $250
JONESBOROt—
KBTM-TV (4) 1/12/55-Unknown (Satellite of
KATV Pine Bluff)
LITTLE ROCK—
► KARK-TV (4) NBC; Petry; N; $500
► KTHV (11) CBS; Branham; N; $450
► KATV (7) (See Pine Bluff)
PINE BLUFF—
► KATV (7) ABC; Branham; N; $450
TEXARKANA—
► KCMC-TV (6) (See Texarkana. Tex.)
Broadcasting • Telecasting
CALIFORNIA
BAKERSFIELD—
► KBAK-TV (29) CBS, ABC; Weed; $350
► KERO-TV (10) NBC; Petry; N; $500
BERKELEY (SAN FRANCISCO)—
► KQED (*9)
CHICO—
► KHSL-TV (12) CBS, ABC; Avery-Knodel; N;
$250
EUREKA
► KIEM-TV (3) CBS, ABC, NBC; Blair Tv Assoc.;
$250
KHUM-TV (13) 1/16/56-Unknown
FRESNO—
► KFRE-TV (12) CBS; Blair; N, LF, LS; $650
► KJEO (47) ABC; Branham; N, LL, LS; $600
► KMJ-TV (24) NBC; Raymer: N, LF, LS; $550
KWG (27) (See Tulare, Calif.)
KBID-TV (53) See footnote
LOS ANGELES
► KABC-TV (7) ABC; Katz; $2,600
► KCOP (13) Petry; $1,250
► KHJ-TV (9) H-R; N; $1,750
► KNXT (2) CBS; CBS Spot Sis.; N, LS, LF, LL;
$3,500
► KRCA (4) NBC; NBC Spot Sis.; N, LL, LS,
LF; $3,600
► KTLA (5) Peters, Griffin, Woodward; N, LS,
LF, LL; $1,500
► KTTV (11) Blair; $2,000
KBIC-TV (22 ) 2/10/52-Unknown
MODESTOf—
KTRB-TV (14) 2/17/54-Unknown
OAKLAND (SAN FRANCISCO)—
KTUV (2) Initial Decision 6/20/56
REDDING—
► KVIP-TV (7) NBC, ABC; Hollingbery; N; $250
SACRAMENTO
► KBET-TV (10) CBS; H-R; N, LF, LS; $850
► KCRA-TV (3) NBC; Petry; N, LF, LS; $900
KGMS-TV (46 ) 3/2/56-Unknown
SALINAS (MONTEREY)—
► KSBW-TV (8) CBS, ABC, NBC; H-R; N; $425
SAN DIEGO—
► KFMB-TV (8) CBS; Petry; N; $900
► KFSD-TV (10) NBC; Katz; N; $850
SAN FRANCISCO—
► KGO-TV (7) ABC; Blair; $1,700
► KPLX-TV (5) CBS; Katz; N, LF, LS; $1,700
► KRON-TV (4) NBC: Peters, Griffin, Woodward;
N, LL, LF, LS; $1,700
► KSAN-TV (32) Stars National; $115
KB AY-TV (20) 3/11/53-Unknown
KPRT (26) 12/20/56-Unknown
KTUV (2) (See Oakland)
SAN JOSEf—
► KNTV (11) ABC, CBS, NBC; Weed; N; $250
SAN LUIS OBISPO—
► KSBY-TV (6) ABC, CBS; H-R; $220
SANTA BARBARA—
► KEYT (3) NBC, ABC, CBS; Hollingbery; N;
$450
STOCKTONf—
► KOVR (13) ABC, CBS; Hollingbery; N; $650
TULARE—
KWG (27) Bernard; $325 (plans to resume on
air Nov. 1)
COLORADO
COLORADO SPRINGS—
► KKTV (11) CBS, ABC; Boiling; $250
► KRDO-TV (13) NBC; Pearson; $175
DENVER—
► KB TV (9) ABC; Peters, Griffin, Woodward;
N; $750
► KLZ-TV (7) CBS; Katz; N; $750
► KOA-TV (4) NBC: NBC Spot Sis.; N; $750
► KRMA-TV (*6) LL, LF, LS
► KTVR (2) Blair Tv Assoc.; $500
GRAND JUNCTION!—
► KREX-TV (5) NBC, CBS, ABC; Holman; $150
MONTROSE—
► KFXJ-TV (10) (Satellite of KREX-TV Grand
Junction)
PUEBLO—
► KCSJ-TV (5) NBC; Pearson; $155
CONNECTICUT
BRIDGEPORT—
► WICC-TV (43) ABC; Young; $200
WCTB (»71) 1/29/53-Unknown
HARTFORD —
► WHCT (18) CBS; CBS Spot Sis.; $650
► WTIC-TV (3) Harrington, Righters & Parsons;
$800
WCHF (»24) L/29/53-Unknown
NEW BRITAIN—
► WNBC (30) NBC; NBC Spot Sales; N; $600
NEW HAVENf—
► WNHC-TV (8) ABC; Katz; N, LF, LS; $1,200
WELI-TV (59) 6/24/53-Unknown; H-R
NEW LONDONf —
WNLC-TV (26) 12/31/52-Unknown
NORWICHf—
WCNE (»83) 1/29/53-Unknown
STAMFORDf—
WSTF (27) 5/27/53-Unknown
WATERBURY—
► WATR-TV (53) ABC; Stuart; $200
DELAWARE
WILMINGTON—
► WVUE-TV (12) Katz; N, LS, LF; $1,600
DISTRICT OF COLUMBIA
WASHINGTON—
► WMAL-TV (7) ABC; H-R; N; $1,500
► WRC-TV (4) NBC; NBC Spot Sis.; N; $1,250
► WTOP-TV (9) CBS; CBS Spot Sis.; N, LF, LS;
$1,800
► WTTG (5) Weed; $1,000
WOOK-TV (14) 2/24/54-Unknown
FLORIDA
DAYTON A BEACHt—
► WESH-TV (2) Petry; N; $200
FORT LAUDERDALE—
► WITV (17) ABC; Forjoe; $500
FORT MYERS"f*—
► WINK-TV (11) CBS, ABC; McGillvra; $150
FORT PIERCEf—
WTVI (19) 4/19/55-Unknown
JACKSONVILLE—
► WFGA-TV (12) NBC; Peters, Griffin, Wood-
ward; $600
► WJHP-TV (36) NBC, ABC; Petry; N; $300
► WMBR-TV (4) CBS, ABC; CBS Spot Sis.;
N; $850
WJCT (*7) 2/28/57-December
MIAMI—
► WCKT (7) NBC; NBC Spot Sis.; N, LF; $950
► W1TV U7| See Fort Lauderdale
► WPST-TV (10) ABC; H-R; N; $825
► WTHS-TV C2)
► WTVJ (4) CBS; Peters, Griffin, Woodward;
N, LL, LF, LS; $1,000
WGBS-TV (23) (See footnote)
WMFL (33) 12/9/53-Unknown
ORLANDO—
► WDBO-TV (6) CBS, ABC, NBC; Blair Tv As-
soc.; N; $450
WEAL-TV (18) 9/21/55-Unknown
WLOF-TV (9) 6/7/57-Unknown
PANAMA CITY—
► WJDM (7) ABC, CBS, NBC; Hollingbery; $150
PENSACOLA—
► WEAR-TV (3) ABC, CBS; HolUngbery; N;
$300
WPFA-TV (15) See footnote
ST. PETERSBURG—
► WSUN-TV (38) ABC; Venard; $400
TALLAHASSEE—
► WCTV (6) See ThomasvUle, Ga.
TAMPA —
► WFLA-TV (8) NBC; Blair Tv; N, LF, LS; $850
► WTVT (13) CBS; Katz; N, LF, LS; $850
Florida West Coast Educational Television Inc.
(*3) 9/19/57-Unknown
WEST PALM BEACH—
► WEAT-TV (12) ABC, CBS; Venard; $250
► WPTV (5) NBC, CBS; Blair Tv Assoc.; N; $275
GEORGIA
ALBANYf —
► WALB-TV (10) NBC, ABC; Venard; N; $250
ATHENSf—
WGTV (*8) 9/5/56-November
ATLANTA—
► WAGA-TV (5) CBS; Katz; N, LS, LF; $1,000
► WLWA (11) ABC; Crosley; N; $900
► WSB-TV (2) NBC; Petry; N, LS, LF; $1,000
WETV (*30) 3/21/56-Unknown
WATL-TV (36) See footnote
AUGUSTA—
► WJBF (6) NBC, ABC; Avery-Knodel; N; $350
► WRDW-TV (12) CBS; Branham; $350
COLUMBUS—
► WRBL-TV (4) CBS, ABC; Hollingbery; N;
$400
► WTVM (28) NBC, ABC; Headley-Reed; N; $300
MACON—
► WMAZ-TV (13) CBS, ABC, NBC; Avery-
Knodel; N; $400
SAVANNAH—
► WSAV-TV (3) NBC, ABC; Blair Tv Assoc.;
N; $300
October 7, 1957 • Page 125
HOW TO READ THIS LISTING
Each station or grantee is listed in the
city where licensed.
Triangle (►): station on air with reg-
ular programming. Date of grant is
shown for permittees, followed by
planned starting date when known.
Channel number is in parentheses, fol-
lowed by national network affiliations
and sales representatives, and station's
highest one-time hourly rate.
Asterisk (*): non-commercial outlet.
Dagger (t): not interconnected.
Data on station color equipment: N.
equipped for network color, LS. local
color slides; LF, local color film; LL,
local live color.
B*T TELESTATUS
► WTOC-TV (11) CBS, ABC; Avery-Knodel;
N; $300
THOMASVILLE—
► WCTV (6) NBC. CBS, ABC; Blair Tv Assoc.;
$350
BOISEf- IDAHO
► KBOI-TV (2) CBS; Peters, Griffin, Wood-
ward; $250
► KTDO-TV (7) ABC, NBC; Blair Tv Assoc.; N;
$250
IDAHO FALLS—
► KID-TV (3) CBS, ABC, NBC: Gill-Perna;
$225
LEWISTONf—
► KLEW-TV (3) CBS, ABC, NBC; Weed; $150
(satellite of KIMA-TV Yakima, Wash.)
TWIN FALLSf—
► KLTX-TV (11) CBS, ABC, NBC: Gill-Perna;
$175
KHTV (13) 11/9/55-Unknown
ILLINOIS
BLOOMINGTON—
WBLN (15) See footnote
CHAMPAIGN—
► WCIA (3) CBS, NBC; Hollingbery; N; $900
Plains Television Corp. (33) 9/19/57-Unknown
CHICAGO—
► WBBM-TV (2) CBS; CBS Spot Sis.; N; $3,900
► WBKB (7) ABC; Blair; $2,400
► WGN-TV (9) Petry; N, LL, LF, LS; $1,800
► WNBQ (5) NBC; NBC Spot Sis.; N, LL, LS,
LF; $4,000
► WTTW (*11)
WHFC-TV (26) 1/8/53-Unknown
WIND-TV (20) 3/9/53-Unknown
WOPT (44) 2/10/54-Unknown
DANVILLE—
► WDAN-TV (24) ABC; Everett-McKinney; $150
DECATUR—
► WTVP (17) ABC; Gill-Perna; $350
EVANSTONf—
WTLE (32) 8/12/53-Unknown
HARRISBURGf —
► WSIL-TV (22) NBC, ABC; Walker; $150
LA SALLE
WEEQ-TV (35) 2/13/57-October; NBC; Headley-
Reed; $475 (affiliate of WEEK-TV Peoria)
PEKIN—
WPKN (69) 2/13/57-Unknown
PEORIA—
► WEEK-TV (43) NBC; Headley-Reed; N; $600
► WTVH (19) ABC; Petry; N; $550
WIRL-TV (8) 6/27/56 (Construction prohibited
until completion of deintermixture rulemak-
ing.)
WMBD-TV (31) 6/27/56- January; CBS; Peters,
Griffin, Woodward
QUINCY (HANNIBAL, MO.)—
► WGEM-TV (10) NBC, ABC; Young; N; $350
► KHQA-TV (7) See Hannibal, Mo
ROCK ISLAND (DAVENPORT, MOLINE) —
► WHBF-TV (4) CBS, ABC; Avery-Knodel;
N; $800
ROCKFORD—
► WREX-TV (13) CBS, ABC; H-R; N, LF, LS;
$450
► WTVO (39) NBC; Headley-Reed; N; $350
SPRINGFIELD—
► WICS (20) NBC, ABC; Young; N; $250
WMAY-TV (2) 6/27/56 (Ordered to show cause
why station should not operate on ch. 36).
URBANA+ —
► WILL-TV (*12)
INDIANA
ANDERSONf—
WCBC-TV (61) 3/16/56-Unknown; $150
BLOOMINGTON—
► WTTV (4) Meeker; N; $1,000
ELKHART (SOUTH BEND) —
► WSJV (52) ABC; H-R; $300
EVANSVILLE—
► WFIE-TV (14) NBC; Venard; N; $350
► WEHT (50) See Henderson, Ky.
► WTVW (7) ABC; Hollingbery; N, LF, LS; $350
FORT WAYNE —
► WANE-TV (15) CBS; Petry; N; $500
► WKJG-TV (33) NBC; Raymer; N; $450
HATFIELD—
WVSJ-TV (9) Initial Decision-2/18/57
INDIANAPOLIS—
► WFBM-TV (6) NBC; Katz; N, LL, LF, LS;
$1,200
► WISH-TV (8) CBS; Boiling; N, LF, LS; $1,300
► WTTV (4) See Bloomington
WLWT (13) 3/8/57-Unknown; ABC; Crosley;
$1,100
LAFAYETTE—
► WFAM-TV (59) CBS, NBC; Rambeau; N; $200
MUNCIE—
► WLBC-TV (49) NBC, ABC, CBS; Holman; N;
$225
PRINCETONt —
WRAY-TV (52) See footnote
ROANOKE—
► WPTA (21) ABC; Meeker; $400
SOUTH BEND (ELKHART)—
► WNDU-TV (16) NBC; Petry; N; $500
► WSBT-TV (34) CBS; Raymer; N; $500
TERRE HAUTE—
► WTHI-TV (10) CBS, ABC, NBC; Boiling; N;
$500
IOWA
AMES—
► WOI-TV (5) ABC, CBS, NBC; Weed; N; $650
CEDAR RAPIDS—
► KCRG-TV (9) ABC; Weed; N; $425
► WMT-TV (2) CBS; Katz; N; $625
DAVENPORT (MOLINE, ROCK ISLAND)—
► WOC-TV (6) NBC; Peters, GrifHn, Woodward;
N; $800
DES MOINES—
► KRNT-TV (8) CBS; Katz; N; $700
► WHO-TV (13) NBC; Peters, Griffin, Woodward.
N, LF, LS; S700
KDPS-TV (11*) i2/12/56-Unknown
KGTV (17) See toutnote
FORT DODGE—
► KQTV (21) NBC, CBS; Pearson; $150
MASON CITY—
► KGLO-TV (3) CBS; Weed; $350
OTTUMWA —
► KTVO (3) See Kirksville, Mo.
SIOUX CITY—
► KTIV (4) NBC, ABC; Hollingbery; N; $350
► KVTV (9) CBS, ABC; Katz; N; $425
WATERLOO—
► KWWL-TV (7) NBC; Avery-Knodel; N; $625
KANSAS
ENSIGN—
► KTVC (6) ABC, CBS; Katz; $100 (satellite of
KAKE-TV Wichita)
GARDEN CITY—
KGLD (11) 6/14/57-Unknown (satellite of
KCKT Great Bend)
GOODLANDf—
KWGB-TV (10) 5/11/55-Unknown
GREAT BEND—
► KCKT (2) NBC, ABC; Boiling; N, LS; $250
HAYS—
KAYS-TV (7) 5/29/57-Unknown
HUTCHINSON (WICHITA)—
► KAKE-TV (10) See Wichita
► KARD-TV (3) See Wichita
► KTVH (12) CBS; H-R; N; $575
MAN H ATTANf —
KSAC-TV (*8) 7/24/53-Unknown
PITTSBURG—
► KOAM-TV (7) NBC, ABC; Katz; N; $360
TOPEKA—
► WIBW-TV (13) CBS, ABC; Avery-Knodel; N;
$550
WICHITA (HUTCHINSON)—
► KAKE-TV (10) ABC; Katz; N; $675
► KARD-TV (3) NBC; Petry; N, LL, LF, LS;
$650
► KTVH (12) See Hutchinson
KENTUCKY
ASHLANDf —
WALN-TV (59) Petry; 8/14/52-Unknown
HENDERSON (EVANSVILLE, IND.) —
► WEHT (50) CBS; Young; N; $400
LEXINGTON—
► WKXP-TV (27) Pearson; $251.30
► WLEX-TV (18) NBC, ABC, CBS; Boiling; N;
$218.50
LOUISVILLE—
► WAVE-TV (3) NBC, ABC; NBC Spot Sis.; N;
$1,025
► WHAS-TV (11) CBS; Harrington, Righter &
Parsons; N; $1,000
WQXL-TV (41) Forjoe; 1/15/53-Unknown
WKLO-TV (21) See footnote
NEWPORT"}—
WNOP-TV (74) 12/24/53-Unknown
OWENSBORO—
WKYT (14) 3/14/56-Unknown
PADUCAHf —
► WPSD-TV (6) NBC; Pearson; $400
LOUISIANA
ALEXANDRIA—
► KALB-TV (5) NBC, ABC, CBS; Weed; $250
BATON ROUGE—
► WAFB-TV (28) CBS, ABC; Blair Tv Assoc.;
$250
NEW TV STATIONS
THE following tv stations started regular
programming within the past three months:
KGEZ-TV (ch. 9) Kalispell, Mont.; KPLO-
TV (ch. 6) Reliance, S. D.; KTVC (ch. 6)
Ensign, Kan.; WPST-TV (ch. 10) Miami;
WIIC (ch. 11) Pittsburgh; WAVY-TV (ch.
10) Portsmouth, Va.; KTCA-TV (ch. 2*)
Minneapolis; KSPR-TV (ch. 6) Casper,
Wyo.; WWL-TV (ch. 4) New Orleans;
WHYY-TV (ch. 35*) Philadelphia; WTIC-
TV (ch. 3) Hartford, Conn.; KETV (ch. 7)
Omaha, Neb.; WKXP-TV (ch. 27) Lexing-
ton, Ky.; WPTA (ch. 21) Roanoke, Ind.;
CHBC-TV (ch. 2) Kelowna, B. C, and
CHAT-TV (ch. 6) Medicine Hat, Alta.
► WBRZ (2) NBC, ABC; Hollingbery; N; $400
WCNS (40) 7/19/56-Unknown
LAFAYETTE—
► KLFY-TV (10) CBS; Young; N; $250
LAKE CHARLES
► KPLC-TV (7) NBC, ABC; Weed; $250'
► KTAG (25) CBS; Raymer; $150
MONROE—
► KNOE-TV (8) CBS, ABC, NBC; H-R; N; $400
KLSE (*13) 12/14/56-Unknown
NEW ORLEANS—
► WDSU-TV (6) NBC; Blair; N, LL, LF, LS;
$1,100
► WJMR-TV (20) CBS, ABC; Weed; N: $600
► WWL-TV (4) CBS; Katz; N, LF; $900
► WYES (*8)
WCKG (26) 4/2/53-Unknown; Gill-Perna
WWEZ-TV (32) 9/26/56-Unknown
SHREVEPORT—
► KSLA-TV (12) CBS, ABC; Raymer: N; $500
► KTBS-TV (3) NBC, ABC; Petry; N; $500
MAINE
AUGUSTA—
WPTT (10) 11/14/56-Unknown
BANGOR—
► WABI-TV (5) NBC, ABC; Hollingbery; N;
$350
► WTWO (2) CBS; Venard; $300
POLAND SPRING—
► WMTW (8) CBS, ABC; Harrington, Righter &
Parsons; $400
PORTLAND—
► WCSH-TV (6) NBC; Weed; N; $500
► WGAN-TV (13) CBS; Avery-Knodel: N; $500
PRESQUE ISLE—
► WAGM-TV (8) CBS; Venard; $150
MARYLAND
BALTIMORE—
► WBAL-TV (11) NBC; Petry; N, LL, LS, LF;
$1,500
► WJZ-TV (13) ABC; Blair Tv; N; $1,400
► WMAR-TV (2) CBS; Katz; N, LF, LS; $1,500
WITH-TV (72) 12/18/52-Unknown; Forjoe
WTLF (18) 12/9/53-Unknown
SALISBURY—
► WBOC-TV (16) ABC, CBS; Headley-Reed; $200
MASSACHUSETTS
BOSTON—
► WBZ-TV (4) NBC; Peters, Griffin, Woodward
N, LS, LF; $2,400
► WGBH-TV (-2)
► WNAC-TV (7) CBS, ABC; H-R; N; $3,000
► WMUR-TV (9) See Manchester, N. H.
WHDH-TV (5) 4/26/57-October; ABC; Blair
Tv; N, LL, LF, LS; $2,500
WXEL (38) 10/ 12/5S- Unknown
WJDW (44) 3/12/53-Unknown
BROCKTONf —
WHEF-TV (62) 7/30/53-Unknown
CAMBRIDGE (BOSTON)—
WTAO-TV (56) See footnote
GREENFIELD —
WRLP (32) 7/5/56-Unknown (Satellite of
WWLP Springfield, Mass.)
PITTSFIELDf —
► WCDC (19) Harrington, Righter & Parsons
(Satellite of WCDA Albany, N. Y.)
SPRINGFIELD—
► WHYN-TV (40) CBS; Branham; N; $600
► WWLP (22) NBC, ABC; Hollingbery; N, LS;
$600
WORCESTER—
WWOR-TV (14) See footnote
MICHIGAN
ANN ARBOR —
► WP AG-TV (20) Everett-McKinney; $150
WUOM-TV (*26) 11/4/53-Unknown
BAY CITY (MIDLAND, SAGINAW, FLINT)—
► WNEM-TV (5) NBC, ABC; Petry; N, LF, LS;
$800
CADILLAC—
► WWTV (13) CBS, ABC; Hollingbery; $350
CHEBOYGAN—
WTCM-TV (4) Initial Decision-6/21/57
DETROIT—
► WJBK-TV (2) CBS; Katz; N, LL, LF, LS;
$2,600
► WTVS (*56)
► WWJ-TV (4) NBC; Peters, Griffin, Woodward;
N, LF, LS; $2,400
► WXYZ-TV (7) ABC; Blair; N; $2,200
► CKLW-TV (9) CBC; Young; $1,200 (See Wind-
sor, Ont.)
WBID-TV (50) 11/19/53-Unknown
EAST LANSINGf —
► WKAR-TV (»60)
FLINTf—
WJRT (12) 5/12/54-Unknown
GRAND RAPIDS—
► WOOD-TV (8) NBC, ABC; Katz; N: $1,175
WMCM (23 ) 9/2/54-Unknown
I RON WOOD—
WJMS-TV (12) 11/30/55-Unknown
KALAMAZOO—
► WKZO-TV (3) CBS, ABC; Avery-Knodel;
N; $1,300
LANSING—
► WJIM-TV (6) NBC, CBS, ABC; Peters, Griffin,
Woodward; N, LF, LS; $1,000
WTOM-TV (54) See footnote
Page 126 • October 7, 7957
Broadcasting
Telecasting
B*T TELESYATUS
MARQUETTEf—
► WDMJ-TV (6) CBS, ABC; Weed; $200
ONONDAGO —
State Board of Agriculture and Tv Corp. of
Mich, (sharetime) (10) Initial Decision —
3/6/57
PORT HURON—
WHLS-TV (34) 11/14/56-Unknown
SAGINAW (BAY CITY, MIDLAND)
► WKNX-TV (57) CBS, ABC; Gill-Perna; N; $375
TRAVERSE CITY—
► WBPN-TV (7) NBC; Holman; N; $144
AUSTIN— MINNESOTA
► KMMT (6) ABC; Avery-Knodel; $200
DULUTH (SUPERIOR, WIS.)—
► KDAL-TV (3) CBS, ABC; Avery-Knodel; N;
$450
► WDSM-TV (6) See Superior, Wis.
WTTV (3S) See footnote
MINNEAPOUS-ST. PAUL—
► KMGM-TV (9) Branham; $1,000
► KSTP-TV (5) NBC; Petry; N, LS, LF; $1,650
► KTCA-TV (*2)
► WCCO-TV (4) CBS; Peters, Griffin, Woodward;
N, LL; $1,600
► WTCN-TV (11) ABC; Katz; $1,200
ROCHESTER —
► KROC-TV (10) NBC; Meeker; N; $250
BILOXlf- MISSISSIPPI
WVMI-TV (13) 8/1/57-Unknown
COLUMBUS —
► WCBI-TV (4) CBS, NBC, ABC; Everett-Mc-
Kinney; $180
GULFPORT —
State Telecasting Corp. (56) 8/1/57-Unknown
HATTIESBURG—
► WDAM-TV (9) NBC, ABC; Pearson; N; $175
JACKSON—
► WJTV (12) CBS, ABC; Katz; N; $400
► WLBT (3) NBC, ABC; Hollingbery; N; $400
LAUREL—
WTLM (7) 2/21/57-Unknown
MERIDIAN—
► WTOK-TV (11) CBS, ABC, NBC; Headley-
Reed; N; $.250
WCOC-TV (30) See footnote
TUPELO—
► WTWV (9) NBC; $150
MISSOURI
CAPE GIRARDEAU—
► KFVS-TV (12) CBS; Headley-Reed; N; $600
COLUMBIA—
► KOMU-TV (8) NBC, ABC; H-R; $250
HANNIBAL (QUINCY, ILL.)
► KHQA-TV (7) CBS; Weed; N; $350
► WGEM-TV (10) See Quincy. HI.
JEFFERSON CITY—
► KRCG (13) CBS, ABC; Blair Tv Assoc.; $300
JOPLIN—
► KODE-TV (12) CBS, ABC; Avery-Knodel; N;
$300
KANSAS CITY—
► KCMO-TV (5) CBS; Katz; N, LL, LF, LS;
$1,350
► KMBC-TV (9) ABC; Peters, Griffin, Woodward;
N; $660 (half -hour)
► WDAF-TV (4) NBC; Harrington, Righter &
Parsons; N, LF, LS; $1,060
KIRKSVILLE—
► KTVO (3) CBS, NBC; Boiling; $300
ST. JOSEPH—
► KFEQ-TV (2) CBS, ABC; Blair Tv Assoc.; $400
ST. LOUIS—
► KETC (»9)
► KSD-TV (5) NBC; NBC Spot Sis.; N, LS, LF;
$1,200
► KTVI (2) ABC; Blair Tv Assoc.; $1,000 (operat-
ing temporarily on ch. 2)
► KWK-TV (4) CBS, ABC; Katz; N; $1,500
KMOX-TV (11) 3/29/57 -December; CBS; CBS
Spot Sales
SEDALIAf—
► KDRO-TV (6) Pearson; $200
SPRINGFIELD—
► KTTS-TV (10) CBS; Weed; N; $325
► KYTV (3) NBC, ABC; Hollingbery; N; $325
MONTANA
BILLINGSf—
► KOOK-TV (2) CBS, ABC; Headley-Reed; $200
KGHL-TV (8) 11/23/55-January
BUTTEt—
► KXLF-TV (4) ABC; $100
KOPR-TV (6) 8/1/57-Unknown
GLENDIVE —
KXGN-TV (5) 3/13/57-October 15; CBS; Webb;
$125
GREAT FALLSf—
► KFBB-TV (5) CBS, ABC, NBC; Blair Tv Assoc.;
$200
Cascade Broadcasting Co. (3) 5/29/57-Un-
known
HELENA '
KABL-TV (10) 2/13/57-Unknown
KXLJ-TV (12) 2/13/57-Unknown (Satellite of
KXLF-TV Butte. Mont.)
KALISPELLt—
► KGEZ-TV (9) CBS; Cooke; $125
MISSOULA—
► KMSO-TV (13) CBS, ABC, NBC; Gill-Perna;
$150
HASTINGS— NEBRASKA
► KHAS-TV (5) NBC; Weed; N; $250
HAYES CENTER—
► KHPL-TV (6) (Satellite of KHOL-TV Hol-
drege)
HAY SPRINGS—
KDUH-TV (4) 8/1/57-November; Headley-
Reed; $150 (satellite of KOTA-TV Rapid
City, S. D.)
KEARNEY (HOLDREDGE)—
► KHOL-TV (13) CBS, ABC; Meeker; N; $300
LINCOLN—
► KOLN-TV (10) CBS, ABC; Avery-Knodel;
$450
► KUON-TV (»12)
NORTH PLATTE—
KWSL (2) 8/1/57-Unknown
OMAHA—
► KETV (7) ABC; H-R; $900
► KMTV (3) NBC; Petry; N, LL, LS, LF; $900
► WOW-TV (6) CBS; Blair; N; $900
SCOTTSBLUFFf —
► KSTF (10) (Satellite KFBC-TV Cheyenne)
NEVADA
HENDERSON (LAS VEGAS)—
► KLRJ-TV (2) NBC, ABC; Avery-Knodel; N;
$275
LAS VEGAS—
► KLAS-TV (8) CBS; Weed; N; $250
► KLRJ-TV (2) See Henderson
► KSHO-TV (13) Forjoe; $200
RENO—
► KOLO-TV (8) CBS, ABC, NBC; Pearson; $300
KAKJ (4) 4/19/55- Unknown
NEW HAMPSHIRE
KEENEf —
WKNE-TV (45) 4/22/53-Unknown
MANCHESTER (BOSTON)—
► WMUR-TV (9) ABC, CBS; Forjoe; $700
MT. WASHINGTON!—
► WMTW (8) See Poland Spring, Me.
NEW JERSEY
ASBURY PARKf —
WRTV (58) See footnote
ATLANTIC CITY—
WOCN (52) 1/8/53-Unknown
WHTO-TV (46) See footnote
CAMDENf —
WKDN-TV (17) 1/28/54-Unknown
NEWARK (NEW YORK CITY)—
► WATV (13) Forjoe; $2,000
NEW BRUNSWICKf—
WTLV (•19) 12/4/52-Unknown
NEW MEXICO
ALBUQUERQUE—
► KGGM-TV (13) CBS; Branham; N; $400
► KOAT-TV (7) ABC; Boiling; N; $300
► KOB-TV (4) NBC; Petry; N; $410
CARLSBAD—
► KAVE-TV (6) CBS, ABC, NBC; Branham; $150
CLOVIS—
► KICA-TV (12) CBS; Pearson; $150
ROSWELL—
► KSWS-TV (8) NBC, ABC, CBS; Meeker; N;
$250
SANTA FE—
KVIT (2) 1/25/56-Unknown
NEW YORK
ALBANY (SCHENECTADY, TROY)—
► WCDA (41) CBS; Harrington, Righter & Par-
sons; N; $400 (has temporary authority to
operate on ch. 10 Vail Mills, N. Y.)
► WTRI (35) ABC; Venard; $400 (has temporary
authority to operate on ch. 13)
WPTR-TV (23) 6/10/53-Unknown
WTVZ (»17) 7/24/52-Unknown
BINGHAMTON—
► WNBF-TV (12) CBS, ABC, NBC; Blair; N;
$1,000
WINR-TV (40) 9/29/54-October 15; NBC; Hol-
lingbery; $300
WQTV (*46) 8/14/52-Unknown
BUFFALO—
► WBEN-TV (4) CBS: Harrington, Righter &
Parsons; N. LS, LF, LL; $1,050
► WBUF (17) NBC; NBC Spot Sis.; N; $650
► WGR-TV (2) ABC; Peters, Griffin, Woodward;
N; $1,025
WNYT-TV (59) 11/23/55-Unknown
WTVF (*23) 7/24/52-Unknown
Great Lakes Tv Inc. (7) Initial Decision 1/31/56
CARTHAGE (WATERTOWN)—
► WCNY-TV (7) CBS, ABC (NBC per program
basis); Weed; $250
ELMIRA—
► WSYE-TV (18) NBC, ABC; Harrington, Righter
& Parsons; N; $100 (Satellite WSYR-TV
Syracuse)
WTVE (24) See footnote
HAGAMAN—
► WCDB (29) (Satellite WCDA Albany, N. Y.)
ITHACAt—
WHCU-TV (20) CBS; 1/8/53-Unknown
WIET (*14) 1/8/53-Unknown
LAKE PLACID (PLATTSBURG) —
► WPTZ (5) NBC, ABC; Blair Tv Assoc.; N;
$400
NEW YORK—
► WABC-TV (7) ABC; Blair; $4,150
► WABD-TV (5) Weed; N, LL, LF, LS; $3,000
► WCBS-TV (2) CBS; CBS Spot Sis.; N, LS, LF,
LL; $8,000
► WOR-TV (9) H-R; $3,000
► WPIX (11) Peters, Griffin, Woodward; $2,000
► WRCA-TV (4) NBC; NBC Spot Sis.; N, LS, LF,
LL; $9,200
► WATV (13) See Newark, N. J.
WREG (*25) 8/14/52-Unknown
WNYC-TV (31) 5/12/54-Unknown
POUGHKEEPSIE—
WKNY-TV (66) See footnote
ROCHESTER—
► WHEC-TV (10) CBS, ABC; Everett-McKinney;
N; $800
► WROC-TV (5) NBC, ABC; Peters. Griffin,
Woodward; N; $700
► WVET-TV (10) CBS, ABC; Boiling; N, LF, LS;
$800
WCBF-TV (15) 5/10/53-Unknown
WROH (*21) 7/24/52-Unknown
SCHENECTADY (ALBANY, TROY)—
► WRGB (6) NBC; NBC Spot Sis.; N; $1,100
SYRACUSE—
► WHEN-TV (8) CBS, ABC; Katz; N; $1,000
► WSYR-TV (3) NBC: Harrington, Righter &
Parsons; N, LS, LF; $1,100
WHTV (*43) 9/18/52-Unknown
UTICA—
► WKTV (2) NBC, ABC, CBS; Cooke; N; $550
NORTH CAROLINA
ASHEVILLE—
► WISE-TV (62) NBC, CBS; Boiling; $150
► WLOS-TV (13) ABC; Venard; N; $450
CHAPEL HILLf —
► WUNC-TV (»4)
CHARLOTTE—
► WBTV (3) CBS, ABC; CBS Spot Sis.; N, LL,
LS, LF; $1,000
► WSOC-TV (9) NBC; H-R; $900
WQMC (36) See footnote
DURHAM—
► WTVD (11) ABC, CBS; Petry; N; $550
FAYETTEVILLEf —
► WFLB-TV (18) ABC, CBS, NBC; Biern-Smith;
$120
GASTON lAf—
WTVX (48) 4/7/54-Unknown
GREENSBORO—
► WFMY-TV (2) CBS; Harrington, Righter &
Parsons; N, LF, LS; $800
GREENVILLE—
► WNCT (9) CBS, ABC; Hollingbery; N; $400
NEW BERNt—
WNBE-TV (13) 2/9/55-Unknown
RALEIGH—
► WNAO-TV (28) ABC, CBS; Forjoe; N; $325
► WRAL-TV (5) NBC; H-R; N, LF, LS; $600
WASHINGTON—
► WITN (7) NBC; Headley-Reed; N; $325
WILMINGTON—
► WFMD-TV (6) NBC, ABC, CBS; Wagner-Smith
Assoc.; $250
WINSTON-SALEM—
► WSJS-TV (12) NBC; Headley-Reed; N; $600
WTOB-TV (26) See footnote
NORTH DAKOTA
BISMARCK—
► KBMB-TV (12) CBS; Weed; N; $150
► KFYR-TV (5) NBC, ABC; Blair Tv Assoc.; N;
$275 (Includes satellite KUMV-TV WiUiston)
DICKINSON—
► KDrX-TV (2) CBS, ABC, NBC; Holman; $150
FARGO—
► WDAY-TV (6) NBC, ABC; Peters, Griffin,
Woodward; N; $450
GRAND FORKSt —
► KNOX-TV (10) NBC; Rambeau: $200
MINOT—
► KCJB-TV (13) CBS, NBC, ABC; Weed; $250
KMOT (10) 10/5/55 December; Blair Tv Assoc.
VALLEY CITY—
► KXJB-TV (4) CBS; Weed; N, LF, LS; $500
WILL1STON—
► KUMV-TV (8) ABC, NBC (satellite of KFYR-
TV Bismarck)
OHIO
AKRON—
► WAKR-TV (49) ABC; Burke-Stuart; $300
ASHTABULAt—
WICA-TV (15) See footnote
CANTONf —
WTLC (29) 3/22/56-Unknown
CINCINNATI—
► WPET I »48) •
► WCPO-TV (9) ABC; Blair; N; $1,300
► WKRC-TV (12) CBS; Katz; N; $1,000
► WLWT (5) NBC; WLW Sis.; N, LL, LF, LS;
$800
WQXN-TV (54) 5/14/53-Unknown; Forjoe
CLEVELAND—
► KYW-TV (3J NBC; Peters, Griffin, Woodward:
N: $1,950
► WEWS (5) ABC; Blair; N; $1,650
► WJW-TV (8) CBS; Katz; N; $2,000
WERE-TV (65) 6/18/53-Unknown
WHK-TV (19) 11/25/53-Unknown
Broadcasting
Telecasting
October 7, 1957
Page 127
j I COMPARATIVE NETWORK SHOWSHEET I
SUNDAY
MONDAY
TUESDAY
WEDNESDAY
TERNOON
| ABC CBS NBC ABC CBS NBC ABC CBS NBC ABC CBS NBC
Noon
Let's Take
A Trip
HnM
Cosmopolitan
Tic Tac
Dough
L
lorn
Hotel
Cosmopolitan
Tic Tac
Dough
Motet
Cosmopolitan
Tic Tac
12:15
Amer. Home
Products
Love of Life
Net. News
juougn
L
12:30
Kellogg
Wild Bill
Hickok
F
P&G
Search for
Tomorrow
It Could
Be You
L
It Could
Be You
L
tit Could
12:45
P&G Guid-
ing Light
L
Be You
L
1:00
1:15
Heckle and
Jeckle Show
F
Net. News
Close Up
Close Up
L
Close Up
1:30
Carter &
Natl. Carbon
Football
Preview
''American
Liberty Oil
Pabst
FBallantine
Standard Oil
Natl. Brwng.
Falstaff Brw.
Duquesne Br.
Pan Am. Oil
Philip Morris
American Oil
Goebel Brew.
Speedway Pt.
Pro Football
As the World
Turns
(see footnote)
Club 60
L
As the World
Turns
(see footnote)
Club 60
L
Net. News
As the World
Turns
(see footnote)
Club 60
L
Beat the
Clock
(see footnote)
Beat the
Clock
(see footnote)
2:00
2-1 5
Beat the
Clock
(see footnote)
2:30
2:45
Wisdom
F
Art
Linkletter's
House Party
(see footnote)
Bride
&
Groom
L
Art
Linkletter's
House Party
(see footnote)
Bride
&
Groom
L
Art
Linkletter's
House Party
(see footnote)
Bride
&
Groom
L
3:00
•5 . 1 0
Johns)
Hopkins
Fife 7
L
Youth
Wants
to Know
Bandstand
USA
Participating
L
Colgate
Big Payoff
NBC
Matinee
Theatre
participating
C-L
Bandstand
USA
Participating
L
Big Payoff
NBC
Matinee
Theatre
participating
C-L
Bandstand
USA
Participating
L
Colgate
Big Payofif
I The Verdict
Is Yours
(see footnote)
NBC
Matinee
Theatre
participating
C-L
3:30
Dean
Pike
L
Look
Here
The Verdict
Is Yours
(see footnote)
The Verdict
Is Yours
(see footnote)
>1 .Aft
** :uu
College
News
Conference
L
General
Motors
Wide Wide
World
L
Union
Carbide
Aluminum
Ltd.
Omnibus
(10/20-11/3)
(11/17-12/1)
(12/15)
P&G
The Brighter
Day
Queen for
a Day
participating
L
P&G
The Brighter
Day
Queen for
a Day
participating
L
P&G
The Brighter
Day
Am. 1 lome
Pr. Secret
Storm
Edge of
Night
(see footnote)
Queen for
a Day
participating
L
4-15
Am. Home
Pr. Secret
Storm
Am. 1 lome
Pr. Secret
Storm
4:30
Hartz Mtn.
Products
Paul
Winchell
Presents
L
Do You
Trust Your
Wife
L
Edge of
Night
(see footnote)
Do You
Trust Your
Wife
L
Edge of
Night
(see footnote)
Do You
Trust Your
Wife
L
4:45
Modern
Romances
L
Modern
Romances
L
Modern
Romances
L
5:00
5:15
Sweets Co.
Flav-R-
Straws
Texas
Rangers
F
If Face
the
Nation
Kellogg
Sweets Co.
Superman
F
Comedy
Time
F
Kellogg
Wander Co.
Sir Lancelot
r
Comedy
Time
F
Kellogg
Sweets Co.
Wild Bill
Hickok
B. & Wm'son
News L
B. & Wm'son
News L
Gold Seal
(alt. wks.)
Shaeffer
I Love Lucy
F
Oldsmobile
(alt. wks.)
Armour
Pillsbury
(alt. wks.)
Kellogg
The Big
Record.
L
Comedy
Time
F
5:30
5:45
General
Mills
Lone
Ranger
F
World
News
Roundup
Outlook
F
Mickey
Mouse
Club
F
(see footnote)
Mickey
Mouse
Club
F
(see footnote)
Mickey
Mouse
Club
F
(see footnote)
6:00
6:15
Beat
the
Clock
Meet
The
Press
L
6:30
j Prudential
Twentieth
tMy
Friend
Ronson
NBC News
NBC News
;
\
:
6:45
Century Flicka
■i (st. 10-20) F
B. & Wm'son
ews
Whitehall
News L
NBC News
7:00
Skippy
Peanut
Butter
You Asked
For It
F
Campbell
Soup
Lassie F
Hazel Bishop
Original
Amateur
Hour
L
Sports Focus
L
Sports Focus
L
Sports Focus
TIC
7:15
Daly News
B. & Wm'son
News
L
Daly-News
Whitehall
News L
Natl. Carbon
Daly-News
7:30
7:45
Kaiser
Industries
Maverick
F
Amer. Tob.
Bachelor
Father
(alt. wks.)
Jack Benny
Chemstrand
Royal McBee
Sally
F
American
Bandstand
L
Johnson &
Johnson
(Alt. wks.)
Wudroot
Rob. Hood F
Speidel
Price Is
Right
L
General
Electric
Cheyenne
(Alt. wks.)
Am. Chicle
Natl. Carbon
Sugarfoot
(Alt. wks.)
F
Whitehall
(Alt. wks.)
Kellogg
^fame That
Tune
Nat King
Cole Show
L
General Mills
Gen. Foods
Reynolds
Metals
Derby Foods
Disneyland
F
Drackett
(alt.)
Lewis-Howe
Wagon
Train
F
8:00
8:15
fMercury
(alt.)
Eastman Kd.
Ed Sullivan
Show
L
Pharmacraft
Greyhound
S. C. Johnson
Steve
Allen
L
iMax Factor
Guy Mitchell
Show
L
General Mills
t (alt. wks.)
Carnation
Burns & Allen
F
Warner-
Lambert
Restless
Gun
F
R.J. Reynolds
P&G Phil
Silvers F
RCA-
Whirlpool
Gobel
(alt.)
Lig. & Myers
Fisher
8:30
8-45
American
Machine
& Fdry.
Bowling
Stars
F
Ralston-
Purina
Bold
Journey
F
Lvr.-Lptn.
(Alt. wks.)
Toni Co.
Talent
Scouts
Buick
Am. Tobacco
Wells
Fargo
Gen. Mills
P&G
(Alt. wks.)
Wyatt Harp
F
Lever
(alt. wks.)
Shulton
Eve Arden
Show
F
Bristol-
Myers
Tombstone
Territory
F
tScott
Father
Knows
Best
F
9:00
7.13
Open
Hearing
L
Gen. Elect.
G. E.
Theatre
F
TChevrolet
Dinah
Shore's
Chevy
Show
L
Firestone
Voice of
Firestone
L
Gen. Jhoods
Danny
Thomas
Show
F
(st. 10-7)
tPharmaceu.
Twenty-
One
L
Miles Labs
(Alt. wks.)
Rlstn. -Purina
Broken
Arrow
F
TPharmaceu.
To Tell
The Truth
L
tP&G
Meet
McGraw
F
Eastman
Kodak
Adv. of Ozzie
& Harriet
F
tColgate
The
Millionaire
F
Kraft
Television
Theatre
L
9:30
Mid
Western
ffavride
L
Bristol-
Myers
Hitchcock
Theatre
F
Dodge
Plymouth
Lawrence
Welk
Top Tunes
and
New Talent
(L)
t Gen. Foods
December
Bride
(st. 10-7)
F
fAlcoa-
Goodyear
Theatre
F
Bell
System
Telephone
F
S. C. Johnson
(alt. wks.)
Pet Milk
Red
Skelton
F
R.J. Reynolds
Chesebrough-
Ponds
Bob Cum-
mings Show
F
Revlon
Walter
Winchell
File
F
R. J.
Reynolds
I've Got
A Secret
L
10:00
10:15 [
All:
American
Football
F
P. Lorillard
(Alt. wks.)
Revlon
The $64,000
Challenge
P&G
Ijoretta
Young
F
Westing-
house
Studio One
L |
Ford
Philip Morris
Suspicion
L-F
Van Heusen
Carter Prod.
West Point
F
Revlon
The $64,000
Question
L
Singer
Californians
F
Miles Labs.
Mennen Co.
Wednesday
Night Fights
M-i
U. S. Steel
U.S. Steel Hr.
(alt. wks.)
Armstrong
Cork
Armstrong
Circle
Theatre
L
This Is
Your
Life
L
10:30
10:45
Helene Curtis
(Alt. wks.)
Remington
What's
M». < ;r,o I
Lorillard
Assignment
Foreign
Legion
F
THURSDAY FRIDAY SATURDAY
TELECASTING I
Hotel
Cosmopolitan
Net. News
, As The
World
Turns
(see footnote)
Beat the
Clock
(see footnote)
Art
Linkletter's
House Party
(see footnote)
Big
Payoff
The Verdict
Is Yours
(see footnote)
P&G
The Brighter
Day
Am. I lome
Pr. Secret
Storm
Edge of
Night
(see footnote)
Whitehall
News
L
Whitehall
News
L
Quaker
Oata
Sgt. Preston
of the Yukon
F
Reynolds
(alt. w. sust.)
Harbour
Master
F
Chrysler
Motors
Climax*
L
Bristol Myers
(Alt. wks.)
Amer. Gas
Philip Morris
CAlt. wks.)
Bristol Myrs
Playhouse 90
Kimberly-
Clark
(alt. wks.)
All State Ins
(st. 10-10)
Tic Tac
Dough
L
It Could
Be You
L
Close-Up
Club 60
L
Bride 4
Groom
L
NBC
Matinee
Theatre
(Partici-
pating)
kC-L
Queen
For A
Day
Participating
L
Modern
Romances
L
Comedy
Time
F
Ronson
NBC News
Warner-
Lambert
Tic Tac
Dough
Toni
DeSoto
You Bet
Your Life F
fSchick
Lig. & Myers
Dragnet
F
Am. Home
Borden
The
People's
Choice
F
tFord
Tennessee
Ernie
Ford
L
tLever
Rosemary
Clooney
L
Hazel Bishop
Quaker Oats
Jane
Wyman
F
Bandstand
U.S.A.
Participating
L
Firestone
Ind. Prod.
Do You Trust
Your Wife
L
Kellogg
Sweets Co.
The
Buccaneers
F
Mickey
Mouse
Club
F
(see footnote)
Sports Focus
L
Natl. Carbon
Daly-News
National
Biscuit
Rin
Tin Tin
F
Am. Chicle
Jim Bowie
F
Buick
Frigidaire
Patrice
Munsel Show
L
Chesterfield
Bulova
Frank Sinatra
L
Plymouth
Date
with the
Angels
F
Campbell
Soup
Colt 45
F
Swift
Hotel
Cosmopolitan
Net. News
As The
World
Turns
(see footnote)
Beat the
Clock
(see footnote)
Art
Linkletter's
House Party
(see footnote)
Colgate
Big Payoff
The Verdict
Is Yours
(see footnote)
P&G
The Brighter
Day
Am. Home
Pr. Secret.
Storm
Edge of
Night
(see footnote)
B&W,
H. Bishop
News L
B&W,
H. Bishop
News L
IRemington-
]H Rand
(all. w. sust.)
Leave It
to Beaver
F
Am. Tobacco
(alt. wks.)
Socony
Mobil Oil
Trackdown
F
Gen. Foods
(alt. wks.)
Ford
Zane Grey
Theatre
F
R.J.Reynolds
(Alt. wks.)
C'gate P'olive
Mr. Adams
and Eve
F
Schlitz
Brewing
The Schlitz
Playhouse
F
B. & Wmson.
(alt. wks.)
P&G
Lineup
F
American Oil
1 1 arum
(alt. wks.)
Time
Person to
Tic Tac
Dough
L
It Could
Be You
L
Close-Up
L
Club 60
L
Bride $
Groom
L
NBC
Matinee
Theatre
(Partici-
pating)
C-L
Queen
For A
Day
Participating
L
Modern
Romances
L
Comedy
Time
F
NBC News
Sterling
Drug
Saber of
London
F
tLorillard
Court of
Last Besort
F
Lever
Life of
Riley
F
Am. Tobacco
Hazel Bishop
tM Squad
F
Colgate-
Palmolive
The Thin
Man
F
Gillette
Cavalcade
of Sports
L
State Farm
Ins.
Red Barber's
Corner L
Gen. Mills
(Alt.) Nestle
Co., The
Lone Ranger
F
Miller
Brewing
Wildroot Co.
AU-Star Golf
F
Keep It in
the Family
L
Williamson-
Dickie
Country
Music Jubilee
L
Dodge
Div.
The
Lawrence
Welk
Show
L
Philip Morris
Mike
Wallace
L
Jimmy
Dean
Show
L
Purex
(alt. wks.)
Natl. Carbon
L-O-F
Glass
Perry
Mason
Show
F
Mogen
David Wine
(alt. wks.)
Helene Curtis
Dick & the
Duchess F
Nestle
(Alt. wks.)
Helene Curtis
Gale Storm
Show
Lever
(alt. wks.)
Whitehall
Have Gun,
Will Travel
F
Liggett & M.
(alt. wks.)
Rmgton Rnd.
Gunsmoke
F
Playhouse
of Mystery
F
Sterling
Drug
True Story
L
Sterling Drug
Detective's
Diary
F
1:30 to concl.
NCAA
Football
Bristol Myrs.
Sunbeam
Zenith
Libby-Owens-
Ford Glass
Kemper
Insurance
Football
Scoreboard
R. J.
Reynolds
Toni
People Are
Funny F
ItKimberly-
Clark T
Noxzema j
RCA-
Whirlpool
Sunbeam
Am. Dairy
Knomark
Perry Como
L
Lig. & Myrs.t
Club Oasis
(alt.)
Max Factor
Polly Bergen
L
Scott Paper
Schick
Gisele
MacKenzie
Show
L
f Pharmaceu.
What's It T
For?
L
Am. Tobacco
Toni
Your Hit
Parade
L
Noon
2:15
1:00
1:15
1:30
1:45
2:00
2:15
2:30
2:45
3:00
3:15
3:30
3:45
4:00
4:15
4:30
4745
5:00
5:15
5:30
5:45
6:00
SATURDAY AM
CBS: Capt. Kangaroo, sust.
Mighty Mouse Playhouse,
10:30-11 a.m., General Foods,
alt. weeks; Colgate; Susan's
Show, sust. 11-11:30 a.m.; It's
A Hit, sust. 11:30-12 noon.
SUNDAY AM
CBS: Lamp Unto My Feet, 10-
10:30 a.m.; Look Up And Live,
10:30-11 a.m.; Eye on New
York 11-11:30 a.m.; Camera
Three, 11:30-12 noon.
MONDAY-FRIDAY AM
CBS: Jimmy Dean Show, 7-
7:45 a.m.; CBS Morning News,
7:45-8 a.m.; Captain Kanga-
roo, 8-8:45 a.m.; CBS Morn-
ing News 8:45-9 a.m. (partici-
pating sponsors); Garry
Moore, M-Th., 10-10:30 a.m.;
Fri., 10-11:30 a.m.; Arthur
Godfrey, M-Th., 10-10:30; (see
footnotes); Strike It Rich,
11:30-12 noon.
NBC: Today, 7-10 a.m. (par-
ticipating sponsors).
6:15
6:30
6:45
7:00
7:15
7:30
7:45
8:00
8:15
8:30
8:45
9:00
9:15
9:30
9:45
10:00
10:15
10:30
10:45
FOOTNOTES:
Explanation: Programs in
Italics sustaining; Time NYT ;
D, live; F, film; K, kinescope
recording; E, Eastern net-
work; M, Midwestern.
ABC — Mickey Mouse Club
Mon.-Fri. 5:30-6. Armour. Bris-
tol-Myers, Gen. Mills. Mattel.
Miles Labs. Mars, Pillsbury
Mills. Peter Shoe Co.
CBS — Garry Moore: Mon.-Fri.
15 minute segments sponsored
by Gerber, General Foods, Dow
Chemical, Nestle, General Mills,
Sunshine Biscuit, Campbell,
Lever, Vick, Fla. Citrus Comm.,
Calif. Packing, Johnson &
Johnson, Yardley.
Arthur Godfrey Time: Mon.-
Thurs. 15 minute segments
sponsored by Standard Brands,
Mutual of Omaha, Sherwin-
Williams, General Foods, Peter
Paul, Simoniz, Armour, Bristol-
Myers, Pharma Craft.
House Party: 15 minute seg-
ments sponsored by Kellogg,
Lever, Pillsbury, Swift, Camp-
bell, Simoniz, Standard Brands,
Toni, Staley.
The Verdict is Yours: 15 min.
segments sponsored by General
Mills, Toni, Swift, Atlantis
Sales.
As the World Turns: 15 min.
segments sponsored as follows:
Mon., P&G; Tues., P&G, Vick;
Wed., P&G; Thurs., P&G, Pills-
bury; Fri., P&G, Swift.
Beat the Clock 15 min. seg-
ments sponsored by following:
Mon., sust.. Tues., Nestle.
Gerber; Wed., Atlantis Sales,
Mogen David Wine; Thurs.,
Nestle, Sunshine Biscuits,
Purex; Fri., General Mills,
Gerber, Johnson & Johnson,
Vick.
Edge of Night 15 min. seg-
ments sponsored by following:
Mon., P&G, Standard Brands;
Tues., P&G, Fla. Citrus Comm..
Vick; Wed., P&G, Atlantis
Sales, Pet Milk; Thurs., P&G,
Pillsbury; Fri., P&G, Fla. Cit-
rus Comm., Vick.
SPECIAL PROGRAMS
Programs marked by f will be
replaced by specials. For com-
plete list of special programs,
see box p. 134.
© 1957 by Broadcasting
Publications, Inc.
BROADCASTING
TELECASTING
October 7, 1957
BT TELE STAT US
COLUMBUS—
► WBNS-TV (10) CBS; Blair; N; $825
► WLWC (4) NBC; Crosley Sis.; N, LL, LF; $1,100
► WOSU-TV (*34)
► WTVN-TV (6) ABC; Katz; $825
DAYTON—
► WHIO-TV (7) CBS; Hollingbery; N; $1,100
► WLWD (2) NBC, ABC; WLW Sis.; N; $800
WIFE (22) See lootnoie
ELYRIAf —
WEOL-TV (31) 2/11/54-Unknown
LIMA—
► WIMA-TV (35) NBC, CBS, ABC; H-R; N; $200
MANSFIELDf—
WTVG (36) 6/3/54-Unknown
MASSILLONf —
WMAC-TV (23) 9/4/52-Unknown; Petry
OXFORD—
WMUB-TV (*14) 7/19/56-February 1958
STEUBENVILLE (WHEELING, W. VA.)—
► WSTV-TV (9) CBS, ABC; Avery-Knodel; N;
$500
► WTRF-TV (7) See Wheeling
TOLEDO—
► WSPD-TV (13) CBS, ABC, NBC; Katz; N; $1,000
WTOH-TV (79) 10/20/54-Unknown
Great Lakes Bcstg. Co. (11) Initial Decision-
3/21/57
Greater Toledo Educational Television Foun-
dation Inc. (*30) Initial Decision 3/13/57
YOUNGSTOWN—
► WFMJ-TV (21) NBC; Headley-Reed; N; $400
► WKBN-TV (27) CBS; Raymer; N; $450
WXTV (73) 11/2/55-Unknown
ZANESVILLE —
► WHIZ-TV (18) NBC, ABC, CBS; Pearson; $150
OKLAHOMA
ADA—
► KTEN (10) ABC (CBS. NBC per program
basis); Venard; N; $225
ARDMORE—
► KVSO-TV (12) NBC; Pearson; N; $150
ENID—
► KGEO-TV (5) ABC; Blair Tv Assoc.; N; $600
LAWTON—
► KSWO-TV (7) ABC; Pearson; $150
OKLAHOMA CITY—
► KETA (*13)
► KGEO-TV (5) See Enid, Okla.
► KWTV (9) CBS; Avery-Knodel; N; $900
► WKY-TV (4) NBC; Katz; N, LL, LF, LS; $1,050
KTVQ (25) See footnote
TULSA—
► KOTV (6) CBS; Petry; N; $825
► KTUL-TV (8) ABC; Avery-Knodel; $600
► KVOO-TV (2) NBC; Blair Tv; N, LF, LS; $750
KOED-TV <«*11> 7/21/54-Unknown
KSPG (17) 2/4/54-Unknown
KCEB (23) See footnote
OREGON
EUGENE—
► KVAL-TV (13) NBC; Hollingbery; N; $225
KLAMATH FALLS*)* —
► KOTI (2) CBS, ABC, NBC: Blair Tv Assoc.;
$150
COOS BAY—
KOOS-TV (16) 9/4/56-Unknown
CORVALLIS—
KOAC-TV (*7) 5/2/57-October
MEDFORD—
► KBES-TV (5) CBS, ABC, NBC; Blair Tv Assoc.;
$250
PORTLAND—
► KGW-TV (8) ABC; Blair; $700
► KOIN-TV (6) CBS; CBS Spot Sis.; N; $700
► KPTV (12) NBC; Hollingbery; N; $700
ROSEBURG—
► KPIC (4) NBC, ABC, CBS; Hollingbery; $150
(satellite of KVAL-TV Eugene, Ore.)
SALEMf —
KSLM-TV (3) 9/30/53-Unknown
PENNSYLVANIA
ALLENTOWNt—
WQCY (39) 8/12/53-Unknown; Weed
WFMZ-TV (67) See footnote
ALTOONA—
► WFBG-TV (10) CBS, ABC, NBC; Blair; $750
BETHLEHEM—
► WLEV-TV (51) NBC; Meeker; N, LF, LS; $200
EASTONt—
► WGLV (57) ABC; Headley-Reed; $175
ERIE—
► WICU (12) NBC, ABC; Petry; N; $700
► WSEE (35) CBS; Young; $300
HARRISBURG—
► WHP-TV (55) CBS; Boiling; N; $325
► WTPA (27) ABC; Harrington, Righter & Par-
sons; N; $350
WCMB-TV (71) See footnote
HAZLETON+ —
WAZL-TV (63) 12/18/52-Unknown; Meeker
Page 130 • October 7, 1957
JOHNSTOWN—
► WARD-TV (19) CBS; Weed; $200
► WJAC-TV (6) NBC, ABC; Katz; N, LL, LS,
LF; $1,000
LANCASTER (HARRISBURG, YORK)—
► WGAL-TV (8) NBC, CBS; Meeker; N, LS,
LF; $1,200
WLAN-TV (21) 11/8/56-Unknown
LEBANONf—
► WLBR-TV (15) Blair Tv Assoc.; N; $200
LOCK HAVEN—
WBPZ-TV (32) 5/8/56-Unknown
NEW CASTLE—
WKST-TV (45) ABC; Everett-McKinney ; $350
(Plans to resume on air October 15)
PHILADELPHIA—
► WCAU-TV (10) CBS; CBS Spot Sis.; N, LF,
LS; $3,250
► WFIL-TV (6) ABC; Blair; N, LL, LS, LF; $3,200
► WHYY-TV (*35)
► WRCV-TV (3) NBC; NBC Spot Sis.; N, LL,
LF, LS; $3,200
WPHD (23) 9/28/55-Unknown
WSES (29) 3/28/5fi-Unknown
PITTSBURGH—
► KDKA-TV (2) CBS; Peters, Griffin, Woodward;
N, LF, LS; $2,000
► WIIC (11) NBC; Blair Tv; $1,800
► WOED (*13)
WTVQ (47) 12/23/52-Unknown; Headlev-Reed
WTAE-TV (4) 7/25/57-Unknown
WENS (16) See footnote
WKJF-TV (53) See footnote
READING—
WEEU-TV (33) See footnote
WHUM-TV (61) See footnote
SCRANTON —
► WARM-TV (16) ABC; Boiling; $225
► WDAU-TV (22) CBS; H-R; N; $600
WTVU (44) See footnote
SUNBURYf—
WKOK-TV (38) 2/9/55-Unknown
WILKES-BARRE —
► WBRE-TV (28) NBC; Headley-Reed; N, LL,
LS, LF; $575
► WILK-TV (34) ABC; Avery-Knodel; N; $425
WILLI AMSPORTf —
WRAK-TV (36) 11/32/52-Unknown; Meeker
YORK—
► WNOM-TV (49) Young; $150
► WSBA-TV (43) ABC; Masla; $200
RHODE ISLAND
PROVIDENCE—
► WJAR-TV (10) NBC, ABC; Petry; N; $1,200
► WPRO-TV (12)CBS; Blair Tv; $1,200
WNET (16) See footnote
SOUTH CAROLINA
ANDERSON —
► WAIM-TV (40) ABC; Headley-Reed; N; $150
CAMDENf—
WACA-TV (14) 6/3/53-Unknown
CHARLESTON—
► WCSC-TV (5) CBS, ABC; Peters. Griffin, Wood-
ward; N; $300
► WUSN-TV (2) NBC. ABC: Weed: N: $300
WTMA-TV (4) 8/1/57-Unknown (stay pending
outcome of protest)
COLUMBIA—
► WIS-TV (10) NBC, ABC; Peters, Griffin. Wood-
ward; N; $450
► WNOK-TV (67) CBS, ABC; Raymer; N; $200
FLORENCE —
► WBTW (8) CBS, ABC, NBC; CBS Spot Sis.;
N; $300
GREENVILLE—
► WFBC-TV (4) NBC; Weed; N; $525
WGVL (23) See footnote
SPARTANBURG—
► WSPA-TV (7) CBS; Hollingsbery; N; $500
ABERDEEN*)* SOUTH DAKOTA
KDHS (9) 8/30/56-Unknown
DEADWOODf —
KDSJ-TV (5) 8/8/56-Unknown
FLORENCE —
► KDLO-TV (3) (Satellite of KELO-TV Sioux
Falls)
RAPID CITYt—
► KOTA-TV (3) CBS. ABC, NBC; Headley-Reed;
$150
KRSD-TV (7) 12/20/56-Unknown
RELIANCEt—
► KPLO-TV (6) H-R; $510 (Satellite of KELO-
TV Sioux Falls)
SIOUX FALLS—
► KELO-TV (11) CBS, ABC, NBC; H-R; $510
(Includes satellites KDLO-TV Florence and
KPLO-TV Reliance)
KSOO-TV (13) Initial Decision— 6/18/57
BRISTOL —
► WCYB-TV (5) (See Bristol, Va.)
CHATTANOOGA—
► WDEF-TV (12) CBS, ABC; Branham; N; $450
► WRGP-TV (3) NBC; H-R; N; $400
► WROM-TV (9) McGiUvra; $150
JACK<*ON_
► WDXI-TV (7) CBS; Venard; N; $250
JOHNSON CITY—
► WJHL-TV (11) CBS, ABC; Pearson; $300
KNOXVIUE —
► WATE-TV (6) NBC; Avery-Knodel; N; $600
► WBIR-TV (10) CBS; Katz; N; $600
► WTVK (26) ABC; Pearson; N; $300
MEMPHIS—
► WHBQ-TV (13) ABC; H-R; $900
► WK NO-TV ('lO)
► WMCT (5) NBC; Blair Tv; N; $900
► WREC-TV (3) CBS; Katz; $900
NASHVILLE—
► WLAC-TV (5) CBS; Katz; N; $825
► WSIX-TV (8) ABC; Hollingbery; $575
► WSM-TV (4) NBC; Petry; N, LF, LS; $825
ABILENE— TEXAS
► KRBC-TV (9) NBC; Raymer; $225
AMARILLO—
► KFDA-TV (10) CBS, ABC; Blair Tv Assoc.;
$340
► KGNC-TV (4) NBC; Katz; N; $340
KVII (7) 8/1/57-December; ABC
AUSTIN—
► KTBC-TV (7) CBS, ABC, NBC; Raymer;
N; $525
BEAUMONT—
► KFDM-TV (6) CBS, ABC; Peters, Griffin,
Woodward; N; $350
KBMT (31) See footnote
BIG SPRING—
► KEDY-TV (4) CBS; Branham; $150 (satellite of
KDUB-TV Lubbock)
BROWNWOOD—
KNBT-TV (19) 6/6/56-Unknown
BRYAN—
► KBTX-TV (3) ABC, CBS; Raymer; $150
CORPUS CHRISTI—
► KRIS-TV (6) NBC. ABC: Peters, Griffin. Wood-
ward; N, LF, LS; $300
► KSIX-TV (10) CBS: H-R: ?250
► KVDO-TV (22) Young; LS; $200
DALLAS—
► KRLD-TV (4) CBS; Branham; N, LF, LS;
$1,100
► WFAA-TV (8) ABC; Petry; N; $1,000
EL PASO—
► KELP-TV (13) ABC; Forjoe; $300
► KROD-TV (4) CBS; Branham; N; $450
► KTSM-TV (9) NBC; Hollingbery; N; $325
FT. WORTH—
► WBAP-TV (5) NBC; Peters, Griffin, Wood-
ward; N, LL, LF, LS; $1,000
► KFJZ-TV (11) Blair; $1,000
GALVESTON (HOUSTON)—
► KGUL-TV (11) CBS; CBS Spot Sis.; N; $1,200
HARLINGEN (BROWNSVILLE, McALLEN,
WESLACO)—
► KGBT-TV (4) CBS, ABC; H-R; $300
HOUSTON— -
► KGUL-TV (11) See Galveston
► KPRC-TV (2) NBC; Petry; N, LF, LS; $1,100
► KTRK (13) ABC; Hollingbery; N, LF, LS; $1,000
► KUHT (*8)
KNUZ-TV (39) See footnote
KXYZ-TV (29) 6/18/53-Unknown
LAREDOf—
► KHAD-TV (8) CBS, NBC, ABC; Pearson;
$187.50
LUBBOCK—
► KCBD-TV (11) NBC, ABC; Raymer; N; $350
► KDUB-TV (13) CBS; Branham; N, LS, LF; $630
(includes satellites KPAR-TV Sweetwater-
and KEDY-TV Big Spring)
Texas Technological College (5) Initial deci-
sion 9/9/57
LUFKIN—
► KTRE-TV (9) Venard; $225 (Station receives
NBC shows from KPRC-TV Houston.)
MIDLAND—
► KMID-TV (2) NBC, ABC; Venard; N; $250
MONAHANS—
KVKM-TV (9) Initial decision 7/3/57
NACOGDOCHES—
East Texas Broadcasting Co. (19) 6/21/57-Un-
known
ODESSA—
► KOSA-TV (7) CBS; Pearson; $300
PORT ARTHUR—
KPAC-TV (4) 3/20/57-October; NBC; Raymer;
$350
SAN ANOELO—
► KCTV (8) CBS, NBC, ABC; Venard; $200
KVTX (3) 2/28/57-Uhknown
SAN ANTONIO —
► KCOR-TV (41) O'Connell; $200
► KENS-TV (5) CBS; Peters, Griffin, Woodward;
N; $700
► KONO-TV (12) ABC; H-R; N; $560
► WOAI-TV (4) NBC; Petry; N, LL, LS, LF; $700
SWEETWATER (ABILENE)—
► KPAR-TV (12) CBS; Branham; $200 (satellite
of KDUB-TV Lubbock, Tex.)
TEMPLE (WACO)—
► KCEN-TV (6) NBC; Hollingbery; N; $350
TEXARKANA (ALSO TEXARK AN A, ARK.)—
►KCMC-TV (6) CBS, ABC, NBC; Venard; N;
$260
TYLER—
► KLTV (7) NBC, ABC, CBS; H-R; N; $300
VICTORIA—
Alkek Tv Co. (19) 5/2/57-Unknown
WACO (TEMPLE)—
► KWTX-TV (10) ABC, CBS; Raymer; N; $300
WESLACO (BROWNSVILLE, HARLINGEN,
McALLEN) —
► KRGV-TV (5) NBC; Raymer; $250
WICHITA FALLS—
►KFDX-TV (3) NBC, ABC; Raymer; N, LF, LS;
$350
► KSYD-TV (6) CBS; Blair Tv Assoc.; N; $350
Broadcasting
Telecasting
B-T TELESTA¥US
UTAH
SALT LAKE CITY—
► KSL-TV (5) CBS; CBS Spot Sis.; N; $600
► KTVT (4) NBC; Katz; N, LS; $700
► KUTV (2) ABC; Avery-Knodel; N; $600
KUED (*7) 12/13/56-October
VERMONT
BURLINGTON—
► WCAX-TV (3) CBS; Weed; $450
VIRGINIA
ARLINGTON—
WARL-TV (20) 10/10/56-Unknown
BRISTOL—
► WCYB-TV (5) NBC, ABC; Weed: N, LF, LS;
$300
DANVILLEf —
WBTM-TV (24) See footnote
HAMPTON—
► WVEC-TV (15) See Norfolk
HARRISONBURG—
► WSVA-TV (3) ABC, CBS, NBC; Peters, Griffin
Woodward; $250
LYNCHBURG—
► WLVA-TV (13) ABC; Hollingbery; N; $300
(film)
NEWPORT NEWS—
WACH-TV (33) See footnote
NORFOLK—
► WAVY-TV (10) (See Portsmouth)
► WTAR-TV (3) CBS; Petry; N, LS, LF; $875
► WTOV-TV (27) McGiUvra; LL, LS; $380
► WVEC-TV (15) NBC; Avery-Knodel; N; $350
PETERSBURG—
► WXEX-TV (8) NBC; Select; N, LF; LS; $750
PORTSMOUTH—
► WAVY-TV (10) ABC; H-R; N, LS, LF; $700
RICHMOND—
► WRVA-TV (12) CBS; Harrington, Righter &
Parsons; N, LF, LS; $700
► WTVR (6) ABC; Blair Tv; N, LF, LS; $875
► WXEX-TV (8) See Petersburg
ROANOKE—
► WDBJ-TV (7) CBS; Peters, Griffin, Woodward;
N, LF, LS; $600
► WSLS-TV (10) NBC, ABC; Avery-Knodel; N,
LF, LS; $675
BELLINGHAM — WASHINGTON
► KVOS-TV (12) CBS; Forjoe, Stovin; $550
EPHRATAf —
► KBAS-TV (43) (Satellite of KIMA-TV Yakima)
KENNEWICK—
KTRX (25) 8/1/57-Unknown
PASCO—
► KEPR-TV (19) CBS, ABC, NBC; Weed; N;
$500 (In combination with KIMA-TV Yakima)
SEATTLE (TACOMA)—
► KCTS (*9)
► KING-TV (5) ABC; Blair Tv; N, LF, LS; $1,100
► KOMO-TV (4) NBC; NBC Spot Sis.; N, LL, LF,
LS; $1,125
► KTNT-TV (11) CBS; Weed; N; $900
► KTVW (13) Hollingbery; $425
KIRO-TV (7) 7/25/57-Unknown; CBS
SPOKANE—
► KHQ-TV (6) NBC; Katz; N, LL, LF, LS; $625
► KREM-TV (2) ABC; Petry; N, LF, LS; $600
► KXLY-TV (4) CBS; Avery-Knodel; N; $600
VANCOUVER!—
KVAN-TV (21) 9/25/53-Unknown; Boiling
YAKIMA—
► KIMA-TV (29) CBS, ABC, NBC; Weed; N;
$500 (Includes satellites KEPR-TV Pasco,
KLEW-TV Lewiston, Idaho, KBAS-TV
Ephrata)
WEST VIRGINIA
BLUEFIELD—
► WHIS-TV (6) NBC, ABC, CBS; Katz; N; $240
CHARLESTON—
► WCHS-TV (8) CBS; Branham; N, LF, LS:
$650
WKNA-TV (49) See footnote
CLARKSBURGf —
WBOY-TV (12) 2/17/54-October 27; NBC. ABC;
Avery-Knodel; $250
FAIRMONTf —
► WJPB-TV (35) NBC, ABC; Gill-Perna; N; $150
HUNTINGTON—
► WHTN-TV (13) ABC, CBS; Petry; N; $600
► WSAZ-TV (3) NBC; Katz; N, LL, LF, LS;
$1,000
OAK HILL (BECKLEY) —
► WOAY-TV (4) ABC; Pearson; N; $200
PARKERSBURG—
► WTAP (15) NBC, ABC, CBS; Pearson; $150
WHEELING (STEUBENVILLE, OHIO)—
*-WSTV-TV (9) See Steubenville. Ohio
► WTRF-TV (7) NBC, ABC; Hollingbery; N; $600
WLTV (51) 2/11/53-Unknown
EAU CLAIRE- WISCONSIN
► WEAU-TV (13) NBC, ABC, CBS; Hollingbery;
N; $300
GREEN BAY—
► WBAY-TV (2) CBS; Weed; N; $500
► WFRV-TV (5) ABC, CBS; Headley-Reed; N;
$400
► WMBV-TV (11) See Marinette
LA CROSSE—
► WKBT (8) CBS, NBC, ABC; H-R; $360
MADISON—
► WHA-TV (»21)
► WISC-TV (3) CBS; Peters, Griffin, Woodward;
N, LF, LS; $550
► WKOW-TV (27) ABC; Headley-Reed; N; $280
► WMTV (33) NBC; Young; N; $280
MARINETTE (GREEN BAY)—
► WMBV-TV (11) NBC, ABC; Venard; $250
MILWAUKEE—
► WISN-TV (12) ABC; Petry; N, LF, LS; $1,000
► WITI-TV (6) Branham; LL, LF, LS; $600
*~ WTMJ-TV <4> NBC: Harrington, Righter &
Parsons; N, LL, LF, LS; $1,450
► WXIX (19) CBS; CBS Spot Sis.; N; $800
WFOX-TV (31) 5/4/55-Unknown
WMVS-TV (HO) 6/6/56-October 28
WCAN-TV (25) See footnote
SUPERIOR (DULUTH, MINN.)—
► KDAL-TV (3) Sep Duluth Minn
► WDSM-TV (6) NBC, ABC; Peters, Griffin,
Woodward; N; $450
WAUSAU—
► WSAU-TV (7) CBS. NBC, (ABC per program
basis); Meeker; $350
WHITE FISH BAY—
► WITI-TV (6) See Milwaukee
CASPER —
WYOMING
► KSPR-TV (6) CBS; Walker; $120
► KTWO-TV (2) ABC, NBC; Meeker; $150
CHEYENNE—
•-KFBC-TV (5) CBS, ABC, NBC; Hollingbery;
$150
RIVERTON—
KWRB-TV (10) 9/26/56-October; Meeker
SHERIDAN—
KTWX-TV (9) 5/8/57-February; Meeker
ALASKA
ANCHORAGEf—
► KENI-TV (2) ABC, NBC; Fletcher; $150
► KTVA (11) CBS; Alaska Radio-Tv Sis.; $150
FAIRBANKS! —
► KFAR-TV (2) NBC, ABC; Fletcher, Day; $150
► KTVF (11) CBS; Alaska Radio-Tv Sis.; $135
JUNEAUf —
► KINY-TV (8) CBS; Wagner-Smith; $60
. GUAM
AG AN Af—
► KUAM-TV (8) ABC, CBS, NBC; Interconti-
nental; $120
HAWAII
HILOf—
fc-KHBC-TV (9) (Satellite of KGMB-TV Hono-
lulu)
HONOLULUt—
► KGMB-TV (9) CBS; Peters, Griffin, Woodward:
$350 (Includes satellites KMAU-TV Wailuku,
KHBC-TV Hilo.)
► KHVH-TV (13) Smith Assoc.; LL, LF. LS
► KONA (2) NBC; NBC Spot Sis.; $472.50
► KULA-TV (4) ABC; Young; $250
WAILUKUf—
► KMAU-TV (3) (Satellite KGMB-TV Honolulu)
*• KMVI-TV (12) (Satellite KONA Honolulu)
CAGUASf— PUERTO RICO
WSUR-TV (9) 4/25/56-October lfy, Pan Amer-
ica Bcstg.; $150 ,i
MAYAGUEZf— 'r
► WORA-TV (5) CBS, ABC, NBC: -erconti-
nental; $150
PONCEf—
WKBM-TV (11) 5/3/56-Unknown
WRIK-TV (7) 6/20/57 -Unknown; Forjoe; $150
SAN JUANf —
► WAPA-TV (4) NBC, ABC; Caribbean Net-
works; $250
► WKAQ-TV (2) CBS; Inter-American; $375
WIPR-TV (*6) 2/2/55-November
CANADA
ARGENTIA, NFLD. —
► CJOX-TV (10) (satellite of CJON-TV St.
John's)
BARRIE, ONT.-
► CKVR-TV (3) CBC; Mulvihill, Canadian Ltd.;
$300
BRANDON, MAN.f —
► CKX-TV (5) CBC; All-Canada, Weed; $170
CALGARY, ALTA.f —
► CHCT-TV (2) CBC; All-Canada, Weed; $350
CHARLOTTETOWN, P.E.l.t—
► CFCY-TV (13) All-Canada, Weed; $190
Broadcasting
Telecasting
EDMONTON, ALTA.+ —
► CFRN-TV (3) CBC; Tv Reps. Ltd., Oakes; $400
HALIFAX, N. S.f—
► CBHT (3) CBC, CBS; $300
HAMILTON, ONT.—
► CHCH-TV (11) CBC; All-Canada, Canadian
Reps.; $550
KELOWNA, B. C—
► CHBC-TV (2) CBC, CBS; All-Canada, Weed;
$170
KINGSTON, ONT.—
► CKWS-TV (11) CBC; All-Canada; $280
KITCHENER, ONT.—
► CKCO-TV (13) CBC; Hardy, Hunt, Weed;
$450
LETHBRIDGE, ALTAf —
► CJLH-TV (7) CBC; All-Canada, Weed; $160
LONDON, ONT.—
► CFPL-TV (10) CBC, ABC, CBS, NBC; All-
Canada, Weed; $450
MEDICINE HAT, ALTA.—
► CHAT-TV (6) CBC, CBS; Weed, Stovin; $100
MONCTON, N. B.—
► CKCW-TV (2) CBC; Stovin, Canadian Reps.;
$250
MONTREAL, QUE.—
► CBFT (2) CBC (French); CBC; $1,000
► CBMT (6) CBC; $750
NORTH BAY, ONT. —
► CKGN-TV (10) CBC; Young, Mulvihill, Hunt;
$180
OTTAWA, ONT.—
► CBOFT (9) CBC (French); CBC; $300
► CBOT (4) CBC; $400
PETERBOROUGH, ONT.—
► CHEX-TV (12) CBC; All-Canada, Weed; $260
PORT ARTHUR, ONT —
► CFCJ-TV (2) CBC; All-Canada, Weed; $225
QUEBEC CITY, QUE —
► CFCM-TV (4) CBC; Hardy, Weed; $475
► CKMI-TV (5) CBC; Stovin, Weed; $250
REGINA, SASK.—
► CKCK-TV (2) CBC; All-Canada, Weed; $300
RIMOUSKI, QUE.f —
► CJBR-TV (3) CBC (French); Stovin, Young;
$260
ST. JOHN, N. B.f—
► CHSJ-TV (4) CBC ABC, CBS, NBC; All-
Canada, Weed; $300
ST. JOHN'S, NFLD.+ —
► CJON-TV (6) CBC, CBS, NBC, ABC; Weed,
Stovin; $260
SASKATOON, SASK —
► CFQC-TV (8) CBC, ABC, CBS, NBC; Young;
$260
SAULT STE. MARIE, ONT.—
► CJIC-TV (2) CBC, ABC, CBS, NBC; All-Can-
ada, Weed; $260
SHERBROOKE, QUE.f—
► CHLT-TV (7) CBC; Canadian Reps., Hardy,
Hunt; $414
SUDBURY, ONT.—
► CKSO-TV (5) CBC, ABC, CBS. NBC; All-Can-
ada, Weed; $220
SYDNEY, N. S.f—
► CJCB-TV (4) CBC; All-Canada, Weed; $275
TIMMINS, ONT.—
► CFCL-TV (6) CBC; Mulvihill, McGillvra; $130
TORONTO, ONT.—
► CBLT (6) CBC; $1,000
VANCOUVER, B. C.f—
► CBUT (2) CBC; $580
VICTORIA, B. C.t—
► CHEK-TV (6) CBC; Tv-Reps. Ltd., Forjoe;
$210
WINDSOR, ONT. (DETROIT, MICH.)—
► CKLW-TV (9) CBC; Young; $1,100
WINGHAM, ONT.—
► CKNX-TV (8) CBC; All-Canada, Young; $235
WINNIPEG, MAN.t—
► CBWT (4) CBC; $400
MEXICO
JUAREZf (EL PASO, TEX.)—
► XEJ-TV (5) National Times Sales; $240
TIJUANA (SAN DIEGO)—
► XETV (6) ABC; Weed; $800
The following stations have suspended regular
operation but have not turned in CP's: KB IK-
TV Fresno, Calif.; WPFA-TV Pensacola, Fla.;
WRAY-TV Princeton, Ind.; KGTV (TV) Des
Moines, Iowa; WKLO-TV Louisville, Ky.; WWOR-
TV Worcester, Mass.; WTVE (TV) Elmira, N. Y.;
WFTV (TV) Duluth; WCOC-TV Meridian. Miss.;
WHTO-TV Atlantic City, N. J.; WRTV (TV) As-
bury Park, N. J.; WICA-TV Ashtabula, Ohio;
WGVL (TV) Greenville, S. C; WQMC (TV) Char-
lotte, N. C; WIFE (TV) Dayton, Ohio; KTVQ
(TV) Oklahoma City, Okla.; KCEB (TV) Tulsa,
Okla.; WFMZ-TV Allentown, Pa.; WTOB-TV
Winston-Salem, N. C; WKST-TV New Castle Pa.-
WKJF-TV Pittsburgh, Pa.; WEEU-TV Reading.
Pa.; WNET (TV) Providence, R. I.; KNUZ-TV
Houston, Tex.; WBTM-TV Danville, Va.; WACH-
TV Newport News, Va.; WKNA-TV Charleston,
W. Va.; WHUM-TV Reading, Pa.; WCAN-TV Mil-
waukee; WTAO-TV Cambridge, Mass.; WENS
(TV) Pittsburgh; WTVU (TV) Scranton, Pa ■
WTOM-TV Lansing, Mich.; KMBT (TV) Beau-
mont, Tex.; WKNY (TV) Poughkeepsie, N. Y-
WATL-TV Atlanta, Ga.; WCMB-TV Harrisburg
Pa.; WGBS-TV Miami; WBLN (TV) Bloomington,
October 7, 1957 • Page 131
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News
America's
Top Tunes
News-Kraft
Foster— News
America's
TjjTunes
News
'News
My True
Story
NBC
Bandstand
All-League
Club House
' News
News
Weather*'
Farm News
NBC
Bandstand
Reynolds
Ranch Boys
Navy
Hour
'News
News*
My True
Story
Weather****
Baruch-Wain
Speaking ol Sports
Charlie
Applewhite
NBC
Bandstand
Pan
American
Party
' News
NBC
Bandstand
News*
Weather****
Baruch-Wain
ipeaking of Sports
Top Hits
Co-op
News
Man Around
House
Farm
News
Garden Gate
Chv.Jackson(193)
General Mills
Clairol
Hudson
Postum
Galen Drake
Campana
Hudson
General Mills
Robt. O. Lewis
Lewis-Howe(198)
Milner
Chev.. Jksn. (113)
Lorillard
Amos V Andy
Music Hall
Kent
Dodge-
Gen. Mills
Gnnsmoke
(199)
Chev., Jksn. (115)
City
Hospital
he Day
News
America's
Top Tunes
News
America's
Top Tunes
News
America's
Top Tunes
News— H. Engle
America's
Top Tunes
News
America's
Top Tunes
News
America's
Top Tunes
News
Wheel of
Chance
News
Wheel of
Chance
News
Good News
News
1:30 PM
New:
Pilgrim'
1:45
2:15
Healing ■.
lie
Dr. Oral ft
Monitor
•
8 a.m. Sat.
Through
It Mid. SaL
(except as
noted)
2:30
Hersl
of Tf
2ii
Weather
3:15
Sammy
Sun
Serena
S min. news every
hour on the hour
Commercial
3:30
3:45
Or. Billy C
Hair ol D
(ih:
4:00
4:15
Allis Chalmers
Farm 8 Home Hr
4:30
Sospel B<s
Old-Fas i
Revival Nr
Drier
4:45
5:15
Rac
Bib (
Class
Monitor
5:30
Disa If
5:45PM
FDR OCTOBER 1957
SUNDAY
f CBS M£S_
ord
! load
ilBOIth
lour
100)
igmes
ihonette
(York
armonic
hestra
A
sad Show
Wi-
rt (193)
el News
illard
finny
tllar
iirr-
Iff *War
illard
Lutheran
Hour
Lutheran's
.ayman's League
"The Lutheran
Hour"
Wings of
Healing
News
America's
Top Tunes
News
America's
Top Tunes
News
America's
Top Tunes
News
America's
Top Tunes
News
NBC
Monitor
The
Catholic
Hour
Monitor
America's
Top Tunes
America's
Top Tunes
News
America's
Top Tunes
MONDAY - FRIDAY
-ABU cbs MBS , mSL
Jim
Reeves
Show
(participating)
Hearst.Menthlm.
Knox
Road of Life
Hearst
Right lo H'piness
Jim
Backus
Show
(participating)
News
Just Entertain-
ment (198)
Wm. Wrigley
Housepartyt
Sleep-Eze, Staley
(183) R
Coldene, Hartz
S imoniz, Lever
Standard Brands
News
Weather
Lever
Scott
Dr. Malone
News— Miles
News
America's
Top Tunes
NBC
Bandstand
**
(R)
News
' News
Colgate, Hearst
Mrs. Burton
Colgate
Strike It Rich
America's
Top Tunes
fNews— Wingate
True
Confessions
America's
Top Tunes
News
One
Man's
Family
The Affairs of
** Dr. Gentry
' News
America's
Top Tunes
Five Star Matinee
News
America's
Top Tunes
Woman in
My House
Pepper Young's
** Family"
News
America's
Top Tunes
News
News
Ford
Road
Show
UN on the
Record
(Fri. only)
America's
Top Tunes
'News
News
America's
Top Tunes
Miles— News
America's
Top Tunes
Ralston-Purina
R. Harkness
ABN
Shake
the
Maracas
SATURDAY
CBS MBS
Adventure
In Science
NBC
Miles— News
News*
Weather*
peaking oi Sports
Festival
Dance
Orchestra
News
America's
Top Tunes
News ~
America's
Top Tunes
News*
Weather*
Festival
Game
of the
Week
News*
Weather***
ip'king of Sports]
Festival
Festival
News
America's
Tog Tunes
News
America's
Top Tunes
News
America's
Top Tunes
America's
Top Tunes
News
Weather*'
Sp'kng of Sports
Intermezzo
News
Dance
Orchestra
Make Way
Far
Youth
News
America's
Top Tunes
News
America's
Top Tunes
News— Voorhis
America's
Top Tunes
Monitor*
October 7, 1957
Explanation: Listings in order: Sponsor, name of
program, number of stations; R repeat: S sustain-
ing ; TBA to be announced. Time NTT.
& The News. (332).
:55-8 p.m.. T.e* Griffith
Camels — Norwich News
* Camels — Midas News
Camels — Chrysler News
* DuPont
CBS—
8:55-9 a.m. Sun. Gen. Fds.— Galen Drake (111)
11:30-11:35 a.m. Sun. Lou Cioffl— News (S)
t Houseparty.
3-3:15 p.m. M.Th.— Coldene.
3:15-3:30 p.m.. Wed., Simoniz. Swift.
Sat.— News 10:00-10:05 a.m.: 10:55-11.00 a.m.:
12 Noon-12:05 p.m. 126 Sta.
Doug Edwards— Pall Mall Wed.-Th. Tri. 8:25-30
p.m.
Amos V Andy Music Hall
Brown & Williamson, M. F. S., Ted Bates
MBS—
Series B — (8:05-8:30 p.m.)
Aslum,
Fri.
Mon. thru Fri.
Kraft. Mon. thru F'i. ;
S-C Johnson & Son,
Networks News on the Hour — starts at 8 8:05
a.m. on Sundays and is broadcast as follows:
10 a.m., 11 a..m.. 12 noon. 1, 2, 3, 4, 5. 6.
7, 8, 9, 10, 11, 12 p.m., & 2 a.m. On Saturdays
also as follows: 8 a.m., 9, 10, 11 a.m., 12 noon,
1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11 p.m., 12 mid.,
1 & 2 a.m.
*Monitor is broadcast on a network and local
participation basis as are all other programs
marked with **.
(R) programs are scheduled on a continuous basis
by recorded repeats.
Service at thirty spots (1-minute) are scheduled
on Mon. -Fri. starting at 10:30 a.m. and con-
tinuing through 11:30 p.m.
TV SHOWSHEET continued
Only ONE is atop the
Continental Divide
Serving bo,th the Atlantic and
Pacific Sides of America
i<XLF - TV4
Montana
East— The Walker Co.
West — Pacific Northwest Broadcasters
HOTEL
H Neu > Weston
MADISON AT 50TH
English Lounge
Meeting place
of show business
SPECIAL PROGRAMS
Big guns among upcoming pro-
grams this season are the network
specials, with more than 100 sched-
uled on NBC-TV, 20 on CBS-TV.
ABC-TV as yet has none scheduled.
CBS-TV
Oct. 13 (Sun.), 8-9 p.m.
Edsel Show
Oct. 27 (Sun.), 5-6:30 p.m.
Nov. 24 (Sun.), 5-6 p.m.
See It Now
Nov. 3 (Sun.), 5-6 p.m.
first of a series
The Seven Lively Arts
Nov. 6 (Wed.), 9-10 p.m.
Dec. 3 (Tues.), 9-10 p.m.
Lucille Ball-Desi Arnaz Show
Dec. 1 (Sun.), 5-6 p.m.
Conquest
NBC-TV
Oct. 2 (Wed.), 12:45 p.m.—
conclusion
World Series
Oct. 5 (Sat.), 10-11 p.m.
Dean Martin Show
Oct. 6 (Sun.), 9-10 p.m.
Bob Hope Show
Oct. 13 (Sun.), 6:30-7:30 p.m.
Pinocchio
Oct. 13 (Sun.), 9-10:30 p.m.
Standard Oil 75th Anniversary
Show
Oct. 17 (Thurs.), 9:30-11 p.m.
Hallmark Hall of Fame
Oct. 25 (Fri.), 9-10 p.m.
Bell Telephone System Show
Nov. 4 (Mon.), 9-9:30 p.m.
Oldsmobile Show
Nov. 5 (Tues.), 9-10 p.m.
Jerry Lewis Show
Nov. 7 (Thurs.), 8:30-9:30 p.m.
Bob Hope Show
Nov. 16 (Sat.), 8-9 p.m.
Las Vegas Show
Nov. 17 (Sun.), 9-11 p.m.
General Motors 50th Anniver-
sary Show
Nov. 18 (Mon.), 9:30-11 p.m.
Hallmark Hall of Fame
Nov. 21 (Thurs.), 10-11 p.m.
Project 20
Nov. 26 (Tues.), TBA
The Pied Piper of Hamelin
Nov. 27 (Wed.), 8:30-10:30 p.m.
Annie Get Your Gun
Nov. 28 (Thurs.), 11-12 noon
Macy's Thanksgiving Day Parade
Dec. 7 (Sat.), 9-10 p.m.
Bob Hope Show
Dec. 8 (Sun.), 2-4 p.m.
NBC Opera Company
Dec. 13 (Fri.), 8-9 p.m.
Jerry Lewis Show
Dec. 15 (Sun.), 6:30-8 p.m.
Hallmark Hall of Fame
Dec. 28 (Sat.), 2:15-4:45 p.m.
Blue-Grey Football Game
Dec. 28 (Sat.), 4:45-conclusion
East-West Football Game
Dec. 29 (Sun.), TBA
Pro-Football Championship Game
Dec. 29 (Sun.), TBA
Year-End News Review
AWARDS
KNX, KNXT (TV) Take
3 State Fair Awards
CBS-owned stations KNX and KNXT
(TV) Los Angeles walked off with a bronze
and two gold medals in the Top Show con-
test conducted by the California State Fair
for the best program or series of the year in
any category, including news, by a Cali-
fornia radio or tv station. Double-award-
winner KNXT received a gold medal for
Journey, a weekly half-hour educational
series, and a bronze medal for The Big
News, a late-evening, half-hour, Monday-
Friday news program covering sports,
weather and a "special report" as well as a
summary of the day's news.
KNX won the gold medal awaiued in
the metropolitan radio station category for
its Minority Report on how the Japanese
Americans of California have rebuilt their
lives since World War II. KSBW Salinas
won the non-metropolitan radio silver medal
for its 10-hour Salute to Baseball. Another
silver medal went to KPIX (TV) San
Francisco and the California Academy of
Arts & Sciences for Science in Action.
Bob Stone (C. Robert Bupp) of KFOX
Long Beach, was chosen 1957 Voice of
California in a second competition con-
ducted by the California State Fair among
the state's staff announcers at radio and tv
stations. Mr. Stone also was chosen as the
best staff announcer at a metropolitan radio
station. David E. Browne of KVON Napa
was named the best staff announcer at a
non-metropolitan station and Claude Prentiss
Mann Jr. of KSBW-TV Salinas won the
award as best television voice. More than
100 staff announcers sent one-minute tape
or disc recordings for consideration by the
judges.
Money awards of $100 to Mr. Stone and
$50 each to the other two winners, as well
as plaques and certificates, were presented
Aug. 31 at the press-radio-tv dinner, with
Gov. Goodwin Knight making presenta-
tions.
LAA Sets 'Outstanding Ad Awards'
The League of Advertising Agencies will
present its second annual "outstanding ad-
vertising awards" in nine categories at its
seventh annual dinner Jan. 31, 1958, at
the Plaza Hotel, New York, according to
Lester Harrison, president. Included are
awards for the best radio and television cam-
paign. The deadline for entries and the
list of judges will be announced later.
Judging will take place in early January, ac-
cording to Executive Secretary Julian Ross.
Costumers Local Plans Awards
Motion Picture Costumers, Local 705,
IATSE, will present "Adam and Eve" gold
statuettes to the creators of the best cos-
KCRA-tv
SACRAMENTO, CALIFORNIA
. . . the highest rated
CLEAR
JOB
Page 134 • October 7, 1957
station in the West!
Broadcasting
CHANNEL
' Telecasting
turning of the 1956-57 season Oct. 25 at the
union's ball at the Beverly Hilton Hotel,
Beverly Hills, Calif. Ten tv costumers and
10 for motion pictures have been nominated
for the awards. The tv nominees are: Cary
Cline, Loretta Young Show; Ruth Han-
cock, Playhouse 90; Agnes Henry, Mr.
Adams and Eve; Marguerite Royce, Warner
Brothers Presents; Helen Scovil, December
Bride; Izzy Berne, Bengal Lancers; Jack
Delaney, Cheyenne; Robert Harris, Dick
Powell's Zane Grey Theatre; Grady Hunt,
Manhattan Tower; James Lynn, Playhouse
90.
Audio Devices Sets School Awards
Audio Devices Inc., New York, manu-
facturer of magnetic tape, has announced
educational awards to 66 schools and col-
leges for their ideas on applying modern
sound recording to education. Heading the
list of winners are University School, South-
ern Illinois U., Carbondale, 111., in the
junior-senior high school category, and
Goucher College, Baltimore, in the college-
university group.
The 66 winning institutions will receive
sound recording machines and audiotape.
The two highest awards amount in value to
$2,750 each. In addition, Audio Devices is
giving ten reels of its master low print-
through audiotape to the three top award
winners in the school and college groups and
five reels to each of the other winners.
Ginsburg Takes Sarnoff Award
Charles P. Ginsburg, manager of advance
videotape development, Ampex Corp., Red-
wood City, Calif., has been awarded the
David Sarnoff Medal of the Society of
Motion Picture & Television Engineers for
this year. Presented at the society's 82nd
semiannual convention in Philadelphia last
Friday-Saturday, the medal recognizes tectn
nical contributions to tv, with preference
given work during the past five years. Mr.
Ginsburg was cited by SMPTE for his work
in the development of the video recorder.
AWARD SHORTS
NBC-TV's Robert Montgomery Presents,
for its presentation of "The Long Way
Home," selected winner of 1957 Howard
W. Blakeslee Awards of American Heart
Assn. Award received for "outstanding
reporting in field of heart and circulatory
diseases."
RCA cited by U. S. Treasury Dept. for
"outstanding participation and achievement"
in 1957 national savings bond drive. Cita-
tion honoring RCA for enrollment in bond
program by more than 52% of its 80,000
employes was presented to RCA President
John L. Burns by Mrs. Ivy Baker Priest,
U. S. Treasurer.
Ted Bates & Co., N. Y., received Dept. of
Defense Reserve Award Certificate for "out-
standing cooperation with the Armed Forces
Reserve." Firm allows reservists in its em-
ploy additional week of paid vacation, en-
abling them to attend summer field training
with their respective reserve units. Reservists
also are given first choice in determining
vacation schedules so they may take train-
ing at convenience of government.
Fred Walker, general manager, WTTM
Trenton, N. J., received award for "out-
standing service" from New Jersey Veter-
ans Administration.
Col. Richard H. Ranger, president of
Rangertone Inc., Newark, N. J., chosen by
Society of Motion Picture & Television
Engineers to receive its Samuel L. Warner
Memorial Award, which is given for most
outstanding work in field of sound motion-
picture engineering.
F. M. Koch, district manager, General
Motors Acceptance Corp., received Texas
Dept. of Public Safety award for "GMAC's
outstanding contribution to automobile
safety in Texas."
Hale Byers, radio-tv specialist, BBDO,
Minneapolis, presented American Heritage
Foundation Award, for "enlisting help of
3,000 radio and 475 tv stations in the 1956
'Register, Inform Yourself and Vote' cam-
paign."
Carroll Alcott, newscaster, KNX Los
Angeles, has received plaque from Los
Angeles county branch of American Cancer
Society for his "truly exceptional coopera-
tion and yeoman labor in the fight to stamp
out cancer." Award, presented last Monday,
was described as first ever made by this
group to radio or tv broadcaster.
KYA San Francisco was given "1957 Direct
Mail Leaders Award" during Washington
convention of Direct Mail Advertising Assn.
Station was awarded plaque as one of four
winners in low-budget campaign category.
KLAC Los Angeles presented with special
certificate of commendation by City Council
for presenting six annual charity shows at
Hollywood Bowl that reportedly raised near-
ly $250,000.
WWJ-AM-TV Detroit received local YMCA
award for its "help in emphasizing present
day moral and spiritual values through its
programs."
WCAU Philadelphia honored by local coun-
cil of Girl Scouts of America in recognition
of its "invaluable support to the Girl Scout
Development Fund during 1956-57." Sta-
tion presented interviews and spot announce-
ments to promote fund.
WALK Patchogue, N. Y., received certif-
icate of merit from American Heart Assn.
for "distinguished service in advancing pub-
lic understanding and support of the fight
against heart disease."
WGR-TV
H BUFFALO !
ABC AFFILIATE CHANNEL 2
Peters, Griffin, Woodward, Inc.
REPRESENTATIVES
ONE OF THE
FIRST 100 MARKETS
WHBF
RADIO 4 TELEVISION
COMING!
Greatly Expanded TV
Coverage from a New
1000 ft. Tower
REPRESENTED BY AVERY-KNODEL. INC.
BUY SOUND-FACTOR PLAN
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MB S
Broadcasting • Telecasting
October 7, 1957 • Page 135
ft
said the little girl in Chicago
She was watching WGN-TV at noon (along with 248,928 other boys and
girls). She was thrilled by the Lunchtime Little Theatre, designed by
WGN-TV to get "GEE!" reactions (A.R.B., July, 1957, 9.3%).
She had her mother buy the sponsor's product.
That's why Top Drawer Advertisers use WGN-TV.
Let our specialists fill you in on some exciting case histories, discuss your
sales problems and advise you on current availabilities.
Put "GEE!" in your Chicago sales with ^^ffi^j wm^^j
CHANNEL 9 — CHICAGO
Gee i
I .... ■■■■ Mtk
Page 136 • October 7, 1957
Broadcasting • Telecasting
MONDAY MEMO — — — — _____
from MARK LAWRENCE, vice president, MacManus, John & Adams
THE IMPORTANT THING IS THE AD
—NOT JUST THE BUY
After the shows are locked up, after the smoke and haze
and fog of network negotiations have settled down, after the
clients have faithfully okayed the programs, the spot cam-
paigns, the time periods, the markets, and the money — where
do we stand?
' All agencies, at this point, stand on a heap of debris: the
worn-out shows, the scratched starters, the star names that
couldn't be delivered, the remnants of that dream-large radio-
tv budget. There we stand, and all we can see from our
vantage point, stretching as far as next June, is a host of little
signs that say "air-date."
It is now time to go back to the all-important function of
all this preparation: advertising the product.
This is not a memo about copy itself or about idea brain-
storming, or about techniques used in making television and
radio commercials. All of these things come after the step in
advertising which can be summed up by this question: "What
do you expect to accomplish as a result of the advertising
which you place on radio or tv?"
Clients and agencies, alike, are usually so media-mad that
they sometimes fail to ask this question, and if it is asked,
don't give enough thought to the answers.
Certainly, in the case of a Christmas promotion for Scotch
Brand tape and Sasheen ribbon our objective is sales, and a
good share of the credit for the sale can go to broadcast copy.
The same is true of our Saran wrap, White Rock, Good
Humor, etc. However, another campaign we have running for
Minnesota Mining & Manufacturing introduces a product.
Here, our purpose is simply to spread news and to encourage
manufacturers to make use of the new fluoro-chemical.
In another instance, for General Motors Corp., our job is
not to sell any one automobile to the viewer, but to convince
our Wide Wide World audience of the corporation's special
ability, craftsmanship and facilities which stand behind the
manufacture of five automobiles.
WHAT ABOUT BIG, 'NON-IMPULSE' PURCHASE?
And, finally, there is the question of using broadcast adver-
tising to promote the sale of automobiles themselves.
A lot has been written and spoken on the subject of advertis-
ing "non-impulse-buy" items on television. The automobile-
buying process takes about 18 months and the public is not
generally aware of the source of its convictions about which
car is better than the next one, although in answering questions
on the subject viewers will say that television has a lot to do
with their choice. A recent NBC survey [B«T, Sept. 16] in-
dicates that viewers consider television an important source
of information about cars. Does this mean that a television
commercial should simply be full of information? Or is our
job simply to use devices and gimmicks to deliver the viewer
to the dealer's showroom? Or do we go easy on the informa-
tion and gimmicks and be content to do a commercial with a
high entertainment value, lots of music and humor?
Most viewers will tell you that their favorite commercial is
the entertaining one, but they're not sure that it had much to
do with inspiring them to act — that is, to buy the product.
Two fine commercials, which our agency did not produce,
illustrate a further point — Bert and Harry Lovers are glad to
spend a few cents on a bottle of beer in gratitude for the en-
tertaining commercial, but if a bottle of Piel's beer cost $2,000,
they might feel the need for more information. Conversely,
many viewers may claim to be annoyed by the repetition of
the A's and B's race to get into the diagrammatic bloodstream,
but a headache is no laughing matter and Bufferin sales prove
that so-called "annoying" tv spots can sell even the viewer
who is a self-styled expert on commercials.
THE QUESTIONS IN PREPARING CAR COMMERCIALS
Much in the same way, we have to determine how much
information can be gotten through to the viewer about a big
item like a Cadillac or a Pontiac. NBC tells us dealers think
that showing a car in action is highly important in a tv car
commercial. Yet consider this: If you hold a pack of cigarettes
in front of your eyes at magazine or newspaper distance, you
will find that the area it blots out will completely cover a 21-
inch television screen standing eight feet away. That's a pretty
small space to show off a big item like an automobile, particu-
larly in the traditional running-up-a-hill shot. And yet, if we
eliminate all shots of the car in action, would the commercial
still be informative and do its job in making the prospective
buyer consider the make we are advertising?
Is our job accomplished if we have made the viewer con-
sider buying our make of car? Will he consider our product if
we entertain him and inform him and neglect to make him
remember which make it was he saw advertised?
I intend to come to no resounding conclusions. My own
mission will be accomplished here if I have reminded our-
selves that the ad — not just the "buy" — is still the thing.
Murk Lawrence; b. Washington, D. C,
April 14, 1921, son of David Lawrence,
publisher , U. S. News & World Re-
I port; grad. Princeton U. in 1942, fol-
lowed by duty stint in Pacific Theatre of
Operations as gunnery officer, five battle
stars and other decorations. Was free-
lance writer for various nightclub per-
formers, including Alice Pearce at New
York's famous Blue Angel; other acts:
Martin & Lewis, Jack Carter, and Elaine Stritch. Joined Mac-
Manus, John & Adams in 1952 as radio-tv production man-
ager, then director of radio-tv production, and since January
1957, vice president, radio-tv. Currently active on Wide Wide
World (General Motors Corp.) and forthcoming NBC-TV
"Annie Get Your Gun" special with Mary Martin (co-spon-
sored,. Pontiac Motor Div., GMC). Also identified with former
Medic and Playwrights '56 series.
Broadcasting • Telecasting
October 7, 1957 • Page 137
EDITORIALS
'In the Public Interest'
"~|VrO GROUP has contributed more to Advertising Council cam-
-!- 1 paigns than radio and television."
So Thomas D'Arcy Brophy told the Hollywood Ad Club the
other day. Mr. Brophy, retiring board chairman of Kenyon &
Eckhardt, was on his way home from an Ad Council board meet-
ing in San Francisco and he recounted some of the public service
achievements reported there.
Item: $10 million raised in 10 days in the Red Cross
flood relief campaign "for which radio and television were largely
responsible."
Item: Fewer traffic deaths than anticipated over the Labor Day
weekend, a result of a Council campaign in which the broadcast
media played a major part.
Item: New series of Smokey the Bear tv commercials, latest step
in a continuing campaign that in 17 years has cut forest fire losses
from 30 million burned out acres in 1942 to 6 million in 1956.
Item: More than 90% of all advertisers sponsoring regular pro-
grams on the three tv networks already pledged to consistent par-
ticipation in Council campaigns this coming season; special program
sponsors are also pledging their cooperation.
Item: Agreement with the Alliance of Television Film Producers
for Council campaign support from tv filmed programs.
The American system of broadcasting is undergoing right now
one of the recurring periods in which it is made the scapegoat for
many of the nation's ills. Everybody, from congressional committees
to PTA groups, seems eager to tell the world just what's wrong
with radio and — especially — television.
For inserting a beautiful bouquet into this barrage of brickbats,
Mr. Brophy has earned the gratitude of all who are working to
keep American broadcasting free, competitive and of major service
to the American public — advertisers, agencies, programmers and
broadcasters alike.
Pastime or Industry?
THE baseball season is over. The New York Giants move to San
Francisco next season. The Dodgers soon will desert Brooklyn
to become the Bums of Los Angeles, unless a hitch develops.
These New York clubs were enticed westward by promises of
richer harvests for their owners. Illusions of handsome returns from
wired subscription television — as yet an untested and untried
medium — admittedly turned the trick.
Baseball calls itself the "national pastime." Unlike football and
other professional sports, it isn't subject to the antitrust laws. But
baseball functions as a well-organized industry, moving franchises
and players as will best suit the commercial interest of the individual
club owner. The profit motive is uppermost.
If things work out as planned, neither the Giants nor the Dodgers
games will be on the air next season from their west coast locales.
They will be on wired toll tv, assuming (1) that the toll tv entre-
preneurs get their franchises; (2) that they can effectively wire
enough homes to begin service, even conceding that the systems
will work technically; and (3) that the public proves willing to
pay for closed circuit operations day-in-day-out, and whether the
clubs are winners or losers.
There are other important aspects, however, that will make the
Giant-Dodger projects a dangerous gamble. Will their road games be
available back home? Will it prove economically feasible to feed
road games (it's 3,000 miles from the East Coast to the West Coast)
by coaxial cable to a single urban area like San Francisco or Los
Angeles, particularly when, at best, only a small percentage of the
homes will be wired? Will the cables be available, taking into ac-
count regular network commitments and the time differentials?
The baseball club owners know that without play-by-play pub-
licity they can lose their shirts. Radio and television stimulated
interest where none had existed before, particularly among women.
Good teams, high in the standings, draw big gates, even with all
games broadcast and telecast.
The west coast shifts, tied into wired toll tv (again assuming
it works) may prove an interesting experiment. So the play-by-play
won't be seen or heard free. The clubs lose the substantial sponsor-
ship revenue. The time will be filled by other broadcast fare, which
Page 138 • October 7, 1957
Drawn for BROADCASTING* TELECASTING by Sid HLs
"No longer need you lose the thread of the story when a tv program
loses the sound. Just send . . ."
of necessity will be good enough to compete with the smattering
of closed-circuit play-by-play.
Other ball clubs will be watching closely. The Giants and Dodger
'"performers" will be relatively unpublicized on the air. How fast
will they wilt?
As we've said before, the club owners can handle or sell then-
products as they see fit. It is their private property (which seems
to be in conflict with their "national pastime" concept). By the
same token, broadcasters can sell their product, which is time, as
they see fit. And once that time is sold, it might not be easy to re-
vamp schedules to accommodate the baseball industry, except per-
haps at the going card rates.
Color Competition
RTHUR PORTER, vice president and media director of J.
Walter Thompson Co., is a man worth listening to.
Two weeks ago he made a speech to a newspaper group in Chi-
cago. He was telling newspapers how they might combat television,
but there is a lesson of equal merit for television broadcasters in
what he said.
In a speech at the second newspaper ROP color conference,
Mr. Porter warned flatly that "once [color television] hits and color
commericals can be used on a broad basis, the competition for the
national advertising dollar will hit a new and unprecedented level
of intensity." The moral is clear: newspapers had better get run-
of-paper color off the ground in a hurry.
Reading accounts of speeches by representatives of newspaper
interests at the same meeting, we find ourselves in the unaccustomed
position of agreeing with much of what they said. For they were
agreeing with Mr. Porter that color tv is going to make
life even harder for ihem.
The quality of ROP color is indescribably inferior to broadcast
color — FCC wouldn't even have considered it. But alert news-
papers, already harassed on all sides by the superiority of black-
and-white television, are not apt to pass up any opportunity to
improve and entrench it if they see in ROP color any chance to
offset the even greater competition they'll get from color television.
Magazine color is another thing. The better magazines now are
physically capable of producing handsome color advertising — an
advantage as long as television is restricted to black-and-white.
This one advantage of the magazines will disappear as the color
television audience increases.
Color tv is moving — but not fast. Its progress would be much
swifter if more broadcasters got behind it more aggressively. News-
papers' awareness of the importance of color should prod them.
It would be economically short-sighted for broadcasters to dally
and risk letting the newspapers take anything away from them,
even for a little while. The time to capitalize on an advantage is
while you've got it.
Broadcasting • Telecasting
You know KPRC-TVis good for headaches. .
just wait til you try it for HOUSTON SALES !
Acts twice as fast to relieve sales miseries !
Won't upset
your stomach
as worry often does
KPRC-TV combines coverage with two powerful anti-
resistance ingredients. These speed the sales message out
of the studio and into the buying stream twice as fast
as aspirin.
So, for effective, fast relief from headaches, discomfort
of duds, sluggishness, and ordinary selling aches and
pains, use the modern sales deliverer . . . KPRC-TV,
Houston.
JACK HARRIS
Vice President and General Manager
JACK McGREW
Station Manager
EDWARD PETRY & CO.
National Representatives
yone for Bouillabaisse?
(it's the perfect entree)^
For the main course of SALES in Michigan!
Here's the Gerity recipe!
^ Take one 1,060 ft. tower . . .
i add potency with maximum full
power of 100,000 watts . . .
yfo blend in a Grade "A" signal cover-
ing Flint, Saginaw, Bay City and
Midland . . .
^ accent with additional coverage of
such cities as Lansing, Owosso, Mt.
Pleasant, the Tawases, Alpena and all
Eastern Michigan . . .
^ add a dash of top-flight showmanship mixed
with Eastern Michigan's only complete color facilities . . .
^ boil to taste on WNEM-TV Ch. 5 schedule.
The Gerity recipe makes enough Bouillabaisse to feed the
buying desires of 216 million people in 580,000 TV homes
in Michigan's 2nd Market— plus America's 19th
Industrial Market!
Get your ladle out and get your full share!
(Nothing fishy about this recipe — these are
all-meat ingredients, guaranteed choicest!)
BAY CITY OFFICES SAGINAW OFFICES FLINT OFFICES
814 Adams • TW 3-4504 201 N. Washington • PL 5-4471 Bishop Airport • CE 5-3555
WNEM-
OCTOBER 14, 1957
THIRTY-FIVE CENTS
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
HHBMHHHHHHHHUHBHHnHBI
Radio's cash customers assemble, join in singing its praises
Spotlight on Kansas City in second round of NARTB regionals
Moulder starts asking questions, tips hand on tough probe
Sarra lays down some ground rules for film commercials
Page 27
Page 44
Page 60
Page 120
In each of these major markets . . .
more radios are tuned to the Storz Station than any other
MINNEAPOLIS-ST. PAUL WDGY is first . . . all-day average. Proof: Hooper
(31.9%) . . . Trendex . . . Pulse. See Blair or General Manager Jack Thayer.
KANSAS CITY. WHB is first . . . All-day. Proof: Metro Pulse, Nielsen, Trendex,
Hooper, Area Nielsen, Pulse. All-day averages as high as 47.0% (Nielsen). See Blair
or General Manager George W. Armstrong.
NEW ORLEANS. WTIX is first . . . All-day. Proof: Hooper (WTIX 2 to 1) ...
Pulse. See Adam Young or General Manager Fred Berthelson.
MIAMI. WQAM is first . . . All-day. Proof: Hooper (42.1%) . . . Pulse . . . South-
ern Florida Area Pulse . . . Trendex. See Blair ... or General Manager Jack Sandler.
WDGY Minneapolis St. Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR & CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
rom
fliili
is
C l R
THIS FALL
You can see color every day on Channel 5.
WBAP-TV telecasts the complete NBC color line-up
plus these local color shows daily
KITTY'S WONDERLAND - 11:00 AM each
weekday. Fascinating entertainment for children featuring
cartoons and "stories with a moral".
Lea* y
^",a9 Indole yo"'
V,ye or on
ft
; 5 .s.j'vl'iftTL
MARGRET McDONALD SHOW -11:45 AM
each weekday. A long standing, popular show, with Margret's
comments on foods and fashions plus interviews with special
guests.
HIGH NOON NEWS - 12:00 Noon each weekday.
A complete roundup of latest local, regional, and national
headline events. Features newscaster Tom Whalen with on the
spot film reports.
BASIC NBC FOR NORTH TEXAS
FORT WORTH • 3900 BARNETT
1900 NORTH AKARD
AMON CARTER
Founder
AMON CARTER, JR. I HAROLD HOUGH GEORGE CRANSTON
President | Director Manager
PETERS, GRIFFIN, WOODWARD, Inc. - National Representatives
ROY BACUS
Commercial Manager
FOR THE
FLINT- LANSING
WJ I M -TV
MICHIGAN'S GREAT AREA STATION
strategically located
to exc£tt4tve&/ serve
Lansing Flint Jackson
PnhlishPrt pvpi-v Mondav 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc., 1735 DeSales St.,
N ' W Washington 6 " D C Entered as second class matter March 14, 1933 at Post Office, Washington, D. C, under act of March 3, 1879.
aniel Boone
covered a vast territory . . .
One of that hardy and picturesque band of American frontiers-
men who boldly pushed back the barriers to our country's
westward expansion, Daniel Boone blazed the storied Wilder-
ness Road that opened a new region to pioneer progress.
today
W6AL-TV covers
a vast MARKET territory
3'/2 million people
• in 1,015,655 families
• owning 917,320 TV sets
• earning $6l4 billion annually
buying consumer goods that add up to
$3% billion annually in retail sales
i'lt's the coverage that makes WGAL-TV
America's 10th TV Market!
WGAL-T
LANCASTER, PA
NBC and CBS
STEINMAN STATION
Clair McCollough, Pres.
316,000 WATTS
Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles • San Francisco
Page 4 • October 14, 1957
Broadcasting
closed circuit
EIGHT OUT OF TEN • When final pro-
cessing has been completed in near future.
Census Bureau's latest measurement of tv
set circulation will show approximately 40
million U. S. homes have at least one video
receiver. This is shade over 80% tv home
saturation. Bureau's tabulation is based on
sampling survey conducted last April for
Advertising Research Foundation with aid
of NARTB, TvB and network funds. Fig-
ures for summer of 1956 were 76.1%
saturation and 37.4 million homes.
•
While NARTB telecasters argue at re-
gional meetings over merits and flaws in
plan to set up national tv circulation audit,
buyers of time are voicing hope latest ARF
figures (March 1956) will be updated.
These county reports were based on total
national circulation of 35.5 million tv
homes, 4.5 million below August 1957
total computed by Census Bureau. Inci-
dentally, bureau's latest national report
will be broken down into nine U. S. re-
gions compared to four in past reports.
•
JANUARY TARGET • New Office of
Network Study, created by FCC as part of
Broadcast Bureau to take over unfinished
work of Barrow Network Study Staff,
should have final phase of Barrow Report
dealing with programming-talent ready by
first of year. FCC is required to report to
Senate Commerce Committee not later
than 90 days after release of Barrow Re-
port, or by Jan. 3. Thus it's presumed that
FCC Network Study Committee of three
commissioners, plus entire FCC, will meet
that deadline whether or not program-
talent phase is completed by that time.
•
Whether new Office of Network Study
will be continued after first of year or made
integral part of Broadcast Bureau, under
which it now nominally functions, remains
to be decided by FCC. At all events, FCC
is expected to ask for about $60,000 in
additional appropriations to handle study
work, this based on presumption that group
of 10 (including clerical - stenographic)
would be so assigned. Since Network
Study Staff budget of $221,000 was ex-
pended as of last June 30, nearly all of
additional $50,000 allotted by FCC from
current funds has been spent or committed
for completion of work.
MONEY MEN • More realignment is
coming at ABC-TV. Jason Rabinovitz, ad-
ministrative vice president who's dealt
primarily with financial matters, has re-
signed. According to present plans he will
not be replaced directly. But Stephen Rid-
dleberger, administrative vice president of
ABN (radio), is slated to move into key
post under Simon Siegel, financial vice
president of parent AB-PT, seemingly en-
hancing already influential position held by
Mr. Siegel. Mr. Riddleberger is due to be
proposed for election as AB-PT assistant
treasurer at board meeting today (Mon-
day).
Ken R. Dyke, vice president of Young
& Rubicam (and former NBC executive)
who retired from Y&R last week (see story
page 37), has 10-year contract for consult-
ancy with agency. He is also considering
other consultancy positions, among them
offer from Voice of America.
•
GIFT CLUB • Team of five attorneys and
investigators of Moulder Committee on
Legislative Oversight, which has ensconced
itself in FCC quarters to examine cor-
respondence, files and records, expects to
be on that job for about year and a half.
That's word it has passed along to
FCC staff. Meanwhile FCC members are
pondering answers to Moulder letter seek-
ing information on gifts, honorariums,
loans, fees, entertainment, and such,, re-
ceived from communications interests.
Best guess is most members will say they
will answer any specific questions in open
hearing.
0
Among files being searched by investi-
gators of House Moulder investigating
committee are those of NARTB, with par-
ticular reference to participation of mem-
bers of FCC at NARTB conventions and
regional meetings during past several years.
Records, notably those covering hotel bills,
reportedly are being micro-filmed, and pre-
sumably will be used as basis for question-
ing when committee hearings are held next
year (story page 60).
•
MEDIA MOVES • Lee Rich, vice pesi-
dent and associate media director of
Benton & Bowles, New York, will be
named director of media for agency
shortly, while David Crane, vice president
in charge of media, will be promoted to
account supervisor capacity in addition to
his media title.
Tom McAvity, an executive vice presi-
dent of NBC, reportedly has worked out
termination arrangements with network
and is considering several agency sugges-
tions, including one by McCann-Erickson,
as well as talent-producer-packager offer.
•
CURTAIN RISER • There's excellent
chance new ch. 13 WLWI (TV) Indian-
apolis will hit air this week by virtue of
FCC's action last Wednesday announcing
intention of denying reconsideration peti-
tions of losers in hotly-contested case.
Written opinion probably will reach FCC
in time for this Wednesday's meeting and
FCC then can okay changes in equipment
which previously had resulted in month's
holdup at cost to Crosley of $37,000 per
week. At last week's meeting 3-3 tie was
broken by new Comr. Fred W. Ford,
whose ballot favored Crosley.
•
That order inviting applications for toll
tv tests ought to be ready for Commission
action this week — and if sentiments of
commissioners are still same as they were
when they instructed staff last month [Lead
Story, Sept. 23], order could be issued
before week is up. But some commission-
ers, it's known, aren't completely sold that
this is right way to handle pay tv, so most
observers are putting themselves in "watch-
ful waiting" position.
JAM SESSION • Sen. George Smathers
(D-Fla.), author of S. 2834 introduced at
end of last session to ban direct or indirect
ownership in music publishing or in manu-
facturing or selling of records by any
licensed radio or tv station (aimed at
BMI) meets Nov. 7 with 11-man board
of Florida Assn. of Broadcasters. FAB
President James L. Howe, WIRA Fort
Pierce, had requested meeting pursuant to
resolution adopted by group condemning
bill and citing injury that would be done to
public and to broadcasters through such
legislation.
Among data to be presented to Sen.
Smathers by FAB will be results of survey
being conducted week of Oct. 14-19 by
Florida's some 150 radio and tv stations.
This will show breakdown of all numbers
performed as between ASCAP, BMI or
other copyright owners, as well as number
of recordings performed broken down as
to label.
•
CASE WITH A BEARD • FCC had dis-
cussion of clear channel case last Monday,
came to no conclusion and is due to pick
up threads again this week. Although no
decision reached, leaning understood to
be toward some sort of invitation to parties
to bring decade-old testimony up-to-date
so FCC can plunge into case and come up
with some sort of final decision.
Harry Floyd, account executive at NBC,
New York, is expected to be promoted to
head of sales in network's Los Angeles of-
fice, succeeding John Williams, who is
retiring.
Broadcasting
October 14, 1957 • Page 5
WHEN-TV
MEREDITH
SYRACUSE
rELEVISION CORP.
Now Operating at Maximum Power of 3 1 6,000 Wafts.
101 COURT STREET, SYRACUSE 8, NEW YORK
Hunting season opens this month in Upstate New York.
I hope you have your reservations in early for our lush Channel
8 cover.
Nimrods will be stalking our area from dawn until sign-off
taking pot-shots at every availability that sticks its neck out.
Even the amateur scattershooters arrive expecting to get
their daily limits. Last year a complete novice using a full-
choked, single-barrel rate card bagged a brace of tender, ring-
tailed minutes and a whole covey of juicy ID's his first time out.
Game experts from both Abercrombie 6t Fitch and Dun &t
Bradstreet claim that our local abundance of food and shelter
give us as plush a preserve as exists anywhere.
Rich as this country is we do suggest that you hire a
licensed guide. May I recommend Fred Menzies, our commercial
manager, or the Katz Agency. Both know the territory well, have
compasses and will travel.
Cordially,
Paul Adanti
Vice President
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AFFILIATED WITH BETTER HOMES AND GARDENS AND SUCCESSFUL FARMING MAGAZINES
Basic CBS
KCMO KCMO-TV K„
V/0n,0ha • WHEN o„d WHEN-]
TV,Sy
r«cose
• October 14, ig$7
THE WEEK IN BRIEF
LEAD STORY
The Radio Glow Is Explained — Billings rise, advertiser
successes and an increased national advertiser return to the
medium lend weight to new radio prosperity as Radio Adver-
tising Bureau holds annual National Radio Advertising Clinic.
Page 27.
ADVERTISERS & AGENCIES
Another Satisfied Sponsor — Radio due for greater share
of American Motors Corp.'s advertising dollar as pint-sized
rambler scoots ahead in sales, proving humor and flexibility
go hand-in-hand on radio toward success. Page 36.
Changing the Tune — Manischewitz "moves out of Tin Pan
Alley into Carnegie Hall" as new agency, Lawrence C. Gum-
binner Adv., tones up radio-tv spot campaign, "dignifies"
product, drops "kosher" identification in order to broaden
consumer appeal. Tv will outweigh radio, but both are trimmed
to accommodate print. Page 35.
GOVERNMENT
Moulder Wants Look in Closets — Congressman sends all en-
compassing letter to industry groups and individuals in search
of "skeletons" hiding in FCC and network closets. Committee
hearing on alleged conspiracy to withhold information sched-
uled for Thursday. Page 60.
Aftermath of Barrow's Bomb — The silence is deafening
at networks on special report. On the other hand, the report
received expected praise from Celler, Bricker and Moore
as FCC continues to digest the lengthy treatise. Page 74.
Baum: Man in a Pivot Spot — A thumbnail profile of the
chief of the newly-created Office of Network Study. Page 76.
U. S. Income Rose 7% in '56 — Commerce Dept. reports
folks had $324 billion to spend last year, compared to $303
billion in 1955. Page 72.
The Outlook for Intercontinental Tv — Unitel's Halstead tells
SMPTE Philadelphia meeting that it's inevitable within next
few years. Six day semi-annual convention explores new
facets in tv film. Page 52.
Tv Censorship — It's one of the topics discussed at New York
forum of Academy of Tv Arts & Sciences. Page 50.
Sharpe, Simpson Elected — Assn. of Independent Metro-
politan Stations selects officers at Evanston, 111., meeting.
Page 58.
A BROADCASTING SPECIAL
Some Advice on Film Commercials — Valentine Sarra, pres-
ident of Sarra Inc., tells some of the thinking that should go
into the buying and creating of filmed sales messages. He
speaks in a special Broadcasting tape recorded interview.
Page 120.
OPINION
Evaluate Rotation Radio Thoroughly —
It can do a great job for the advertiser, writes
Jean Simpson in the Monday Memo series,
but careful thought should be given as to
how applicable it really is. Page 129.
NETWORKS
Bunker Appointed — CBS-TV names WXIX (TV) general
manager as vice president and director of station relations
at network. Page 88.
MANUFACTURING
Ampex' New Offering — First machine of the VR-1,000
line is expected to be completed in November. Price tag:
$46,000. Page 79.
INTERNATIONAL
Four Get Stations in Canada — Two radio, two televisoin
outlets recommended by CBS board of governors. Page 105.
What Does the Russian Moon Mean? — Sputnik kicks off
speculation on frequency demands and possible use of sat-
ellites as repeaters or relays for world-wide tv coverage.
There's an artificial moon in tv's future, is latest tune. Page
62.
TRADE ASSNS.
NARTB Region 5 Meets in Kansas City — Impact of gov-
ernment actions on stations and networks operations discussed.
Russian satellite focuses more attention on spectrum de-
mands, delegates are told. Former President Truman advo-
cates public pay tv tests be held. Page 44.
DEPARTMENTS
ADVERTISERS & AGENCIES ... 27
AT DEADLINE . . 9
BUSINESS BRIEFLY 38
CLOSED CIRCUIT 5
COLORCASTING 37
EDITORIAL 130
FILM 86
FOR THE RECORD 107
GOVERNMENT 60
IN REVIEW 14
INTERNATIONAL 105
LEAD STORY 27
MANUFACTURING 82
MONDAY MEMO 129
NETWORKS 88
OPEN MIKE 16
OPINION 120
OUR RESPECTS 22
PEOPLE 98
PERSONNEL RELATIONS 92
PLAYBACK 126
PROGRAMS & PROMOTIONS . . 116
PROGRAM SERVICES 84
STATIONS . 77
TRADE ASSNS 44
UPCOMING 56
Broadcasting
October 14, 1957 • Page 7
You may remember reading in this space last month that WTIX controlled all but 22
Pulse quarter hours.
Now WTIX is first in all but 7 of New Orleans' 288 daytime Pulse quarter hours,
Monday through Saturday.
So you can see there's been a great improvement.
Other changes for the better: WTIX first place Hooper now up to 24.3% (August-
September) .
WTIX first place Hooper quarter hours: 200 out of 220 (June-September).
WTIX first place Pulse: 21.1% (July- August, Monday through Saturday).
But enough of our figures. Let's talk about you and how Storz Station programming
excitement can help you in New Orleans.
Ask Adam Young ... or WTIX General Manager Fred Berthelson.
WTIX
first and getting firster in
11 station
NEW ORLEANS
STATIO INI S
TODAY'S RADIO FOR TODAY'S SELLING
TODD STORZ. PRESIDENT . HOME OFFICE: OMAHA. NEBRASKA
WD6Y Minneapolis St Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR St CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
Page 8 • October 14, 1957
Broadcasting
at deadline
Caster, Robison Pay $2 Million
For Ch. 5 KGEO-TV Enid, Okla.
Purchase of ch. 5 KGEO-TV Enid, Okla.,
by Louis E. Caster and Ashley Robison for
approximately $2 million announced Fri-
day. Mr. Caster is 7.1% owner of WREX-
TV Rockford, 111. — being sold to Bob Hope
and associates for $2.85 million [At Dead-
line, August 26] — and Mr. Robison is
former broadcaster who is one of group
buying WREX-TV, KGEO-TV began oper-
ating in 1954 and is affiliated with ABC. It
covers Enid and Oklahoma City, and is
owned by P. R. and L. D. Banta, 41%,
George Streets, 13.1%, and others. Mr.
Robison owns 75% of KOVO Provo,
Utah, and at one time owned KCCC (TV)
Sacramento, Calif.
Time Inc. Makes Radio-Tv Shifts
Occasioned by Death of Wayne Coy
Executive realignment in Time Inc.'s
radio-tv operations, occasioned by death of
Wayne Coy [Stations, Sept. 30], announced
by Time Inc. President Roy E. Larsen.
Hugh B. Terry, president and general
manager of KLZ-AM-TV Denver, becomes
member of board of TLF Broadcasters Inc.,
subsidiary which owns and controls Time
Inc. stations. Weston C. Pullen Jr., Time
vice president for broadcasting, assumes Mr.
Coy's title as president of Twin State Broad-
casting Inc., licensee of WFBM-AM-TV
Indianapolis and WTCN-AM-TV Minne-
apolis.
Eldon Campbell, vice president and
general manager of WFBM-AM-TV and
Philip Hoffman, vice president and general
manager of WTCN-AM-TV, become board
members of Twin State. G. Bennett Larson
still president and general manager of
KDYL and KTVT (TV) Salt Lake City and
Willard Schroeder president and general
manager of WOOD-AM-TV Grand Rapids.
Michigan Bar Limited on Air
Attorneys and judges in Michigan no
longer can appear on public service cam-
paigns or use air time during political cam-
paigns, Michigan Assn. of Radio & Tv
Broadcasters informed Michigan Bar Assn.
Friday. Broadcast group based this position
on interpretation of bar code of ethics,
which holds attorneys and judges can't ap-
pear on broadcasts.
Letter sent by Martin Giaimo, WJEF-
AM-FM Grand Rapids, MARTB president,
asks bar group for clarification of code's
meaning and proposes conference.
RCA, Ampex Exchanging
RCA and Ampex Corp. today (Mon.)
announce signing of agreement for exchange
of patent licenses covering video tape re-
cording and reproducing systems for both
black-and-white and color.
Information on Daytime Viewers
Needed, NARTB Tells Regional
Adequate information on daytime view-
ing should be provided in NARTB's pro-
posed tv circulation audit plan, association's
regional meeting at Kansas City was told
Friday morning in discussion session. Broad-
casters showed interest in proposal and
asked many questions after it had been ex-
plained by Richard M. Allerton, NARTB
research manager, and Thad H. Brown Jr.,
tv vice president.
Norman E. Cash, president of Television
Bureau of Advertising, suggested project
should not be submitted to agencies until in-
dustry has given it united support. Feature
of Friday morning session was radio sales
panel, plus reports on remote control of
transmitters and Washington developments.
Marvin Katz, vice president-promotion man-
ager of Katz Drug Co. chain, told radio
group Katz has doubled business over 1956
through use of radio and tv.
Resolutions urged FCC to delay basic
changes in tv allocation pending report of
Television Allocations Study Organization;
supported proposals for FCC delay in action
on pay tv applications and called on broad-
casters to tell legislators true facts about
BMI-ASCAP controversy.
Final registration at Kansas City was 242,
largest in three-year history of regional
meetings.
At afternoon session, James Monroe,
news director of KCMO-AM-FM-TV
Kansas City, said management should give
newscasters more air time so they can justify
fight to obtain access to news sources.
Indianapolis Ch. 13 Grant Stands
FCC instructed staff Friday to deny peti-
tions seeking reconsideration of March 8
grant of ch. 13 Indianapolis, Ind., to Cros-
ley Broadcasting Corp. (WLWI [TV]).
Petitions filed by unsuccessful applicants
WIRE and WIBC Indianapolis and Mid-
West Tv Corp. Still pending FCC approval
is application by WLWI to change equip-
ment type and other engineering data, hung
up last few weeks on 3-3 tie votes [Closed
Circuit, Oct. 7.]. Opinion will be expedited,
it is understood, so Commission may act on
it this week. At same time it will, it is
believed, approve Crosley modification of
construction permit permitting WLWI to
commence operation by week's end.
UPCOMING
Oct. 14-15: NARTB Region 8, Multnomah
Hotel, Portland, Ore.
Oct. 17-18: NARTB Region 7, Brown Pal-
ace Hotel, Denver.
Oct. 18: UP Broadcasters of Wisconsin,
Mead Hotel, Mead Rapids.
Oct. 20-21 : Texas Assn. of Broadcasters,
Baker Hotel, Dallas.
Other upcomings on page 56
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 27.
GAME HUNTING • Parker Bros, (games),
Salem, Mass., reported looking for spot ra-
dio availabilities in New England and east-
ern markets for launching of campaign
shortly for various games. Agency: Badger
& Browning & Parcher, Boston.
TWO ON BANDSTAND • General Mills
(Cheerios) Minneapolis, through Dancer-
Fitzgerald-Sample, N. Y., signed for alter-
nate Friday, 4:15-4:30 p.m. EDT segment
of ABC-TV's American Bandstand (Mon.-
Fri. 3-4:30 p.m.), starting Nov. 8. Seven-
Up Co., St. Louis, through J. Walter
Thompson Co., Chicago, will sponsor 12
quarter-hours of Bandstand, starting Dec. 2.
FOUR-STATE DRIVE • Block Drug,
Jersey City (Pycopay toothpaste), placing
26-week radio spot campaign, effective mid-
October, in four states: Mississippi, Missouri,
Indiana and Florida. Agency: Sullivan,
Stauffer, Colwell & Bayles, N. Y.
TIME FOR DATES • Dromedary Co.,
Washington, N. Y. (Dromedary dates) plan-
ning two radio spot campaigns — one start-
ing three weeks before Thanksgiving and
second three weeks before Christmas in
undetermined number of markets. Agency
is Lennen & Newell, N. Y.
BACK AT MBS • B. T. Babbitt Co., N. Y.,
(Bab-O) in its first use of MBS in five years,
signed for saturation spot campaign on net-
work starting today (Mon.) for three weeks.
Agency: Donahue & Coe, N. Y.
BISSELL TO BURNETT • Leo Burnett Co.,
Chicago, named agency for Bissell Carpet
Sweeper Co., Grand Rapids, Mich., effec-
tive Jan. 1. Bissell currently is handled by
N. W. Ayer & Son, Phila., which reported
it has obtained account of Pyrex Consumer
Products Div., Corning Glass Works, Cor-
ning, N. Y., resigned last month by Maxon
Inc., Detroit.
FOR 'TODAY' AND 'TONIGHT' • Na-
tional Carbon Co. (Prestone anti-freeze),
N. Y., signed for 10 participations in NBC-
TV's Today and Tonight, starting today
(Mon.). Order said to represent $103,000 in
billing. Agency: William Esty Co., N. Y.
Film Sales Session in Chicago
New sales pattern and programming plans
expected to highlight national meeting of
salesmen of National Telefilms Inc., New
York, to be held in Chicago this coming
Friday through Sunday.
Broadcasting
October 14, 1957 • Page 9
PEOPLE
at deadline
Stay Against WCDA (TV) Use
Of Albany-area Ch. 10 Denied
Court of Appeals, Washington, denied
request for stay against FCC's approval of
temporary operation on ch. 10 Vail Mills,
N. Y., by ch. 41 WCDA (TV) Albany,
N. Y. Appeal and request for stay brought
by WVET-TV Rochester, N. Y., applicant
for Albany-area ch. 10. Stay appeal argued
Thursday before Circuit Judges Henry W.
Edgerton, E. Barrett Prettyman and Warren
E. Burger.
Meanwhile, FCC's approval of simultane-
ous operation on ch. 12 and ch. 20 by
WJMR-TV New Orleans appealed to court
by WJTV (TV) Jackson, Miss., and Okla-
homa Tv Corp. WJTV operates on ch. 12;
Oklahoma Tv Corp. (KWTV [TV] Okla-
homa City, Okla.) is applicant for New
Orleans' ch. 12. WJMR-TV's authority to
operate on ch. 12 is experimental.
RCA Plans New Color Warranties
Three new types of consumer service
warranty for one additional year, and RCA
Victor color television sets in second-year
use were announced Friday by E. C. Cahill,
president, RCA Service Co. He said war-
ranty extensions "reflect our confidence in
the efficient and trouble-free operation of
color tv receivers."
$39.95 plan extends inital picture tube
warranty for one additional year and RCA
Service Co. will install replacement if re-
ceiver is within branch service zone. Second
plan at $34.95 extends picture tube war-
ranty additional year but does not include
cost of service for actually replacing picture
tube. $59.95 plan not only extends picture
tube warranty one additional year but also
extends initial warranty on parts and re-
ceiving tubes for additional 21 months.
Sputnik Rocket Film Claimed
INS-Telenews' bureau manager in Boston,
Harry Mamas, claimed Friday to have
filmed some 40-50 ft. of the rocket follow-
ing Sputnik, Soviet Union's artificial "moon"
satellite, and ABC-TV, which is fed INS-
Telenews film for its John Daly and the
News (7:15-7:30 p.m. EDT) scheduled film
for Friday showing. Meanwhile CBS Radio
released to news publications film strip
taken of oscilloscope displays of Sputnik's
beeps made by CBS technicians in three-
day period. Dr. Kenneth Franklin, astron-
omer with American Museum-Hayden Plan-
etarium, appeared on CBS Radio's The
World Tonight Thursday claiming satellite
is transmitting its intelligence in code. Film
strip shows variations in composition of 20
mc signal. Mr. Mamas' filming occurred at
Cambridge, Mass., where Smithsonian astro-
physical observatory staff was attempting
sightings.
Indicators Pointing to More Tv
On Tap at Loew's MGM-TV Unit
Though crippled by internal struggle for
control — issue may be decided in part this
week at special stockholders meeting —
Loew's Inc., via its MGM-TV division, can
be expected to accelerate tv activity, particu-
larly if management issue is brought to
close quickly. Indicator of Loew's tv direc-
tion: growing role in top management by
Robert H. O'Brien, former financial vice
president and secretary of American Broad-
casting-Paramount Theatres who last sum-
mer moved to Loew's as vice president and
treasurer. Mr. O'Brien brings additional
financial know-how to MGM's stable of
movie tv negotiators, works closely with
Charles C. (Bud) Barry, vice president in
charge of MGM-TV. Both Messrs. O'Brien
and Barry are among top-level participants
for upcoming ABC-TV and MGM-TV ex-
ploration for deal on production facilities
(see page 88).
FDA Media Right Sustained
Right of Food & Drug Administration
to use media in informing public of products
and foods it considers dangerous was upheld
Friday in U. S. District Court, District of
Columbia. Judge Alexander Holtzoff upheld
constitutionality of public information sec-
tion of Federal Food, Drug & Cosmetic Act
and declared it public duty of FDA to tell
about worthless or dangerous products and
services. Ruling came when suit was filed by
Harry M. Hoxsey, Dallas, operator of cancer
clinic, who challenged law after FDA had
obtained help of radio, tv and other media
in publicizing its views on clinic.
RKO Television Moves in N. Y.
RKO Television, division of RKO Tele-
radio Pictures Inc., has moved its New York
offices from 1440 Broadway to 1270 Avenue
of the Americas. Move is part of company
consolidation with executive, administrative,
sales, traffic, advertising, research and pro-
motion housed under one roof.
VALUE OF THE WEEK
Green stamps — gift merchandise in
return for business — are coming to
Madison Ave. In elaborate but tongue-
in-cheek interpretation, Blair-Tv's Bill
Vernon, account executive, plans to
send Green "Vernon Value Stamps" to
timebuyers who place orders with tv
station representative. Buyer, once he
has accumulated enough stamps, can
redeem them for such "prizes" as lip
reading course or 1957 Cadillac hub-
cap. Stamps and booklets are printed,
and campaign is about to break.
PHILIP L. JEFFERSON, National Brewing
Co., Baltimore, to Norman, Craig &
Kummel, N. Y., as account executive, ef-
fective Nov. 1. ROBERT E. McGINLEY,
D'Arcy Adv., St. Louis, also to NC&K in
merchandising field staff in Chicago.
ROBERT A. DAVIS promoted from prod-
uct advertising manager for cheese to gen-
eral advertising manager of Kraft Foods
Co., division of National Dairy Products.
WILLIAM S. RAYBURN, formerly copy
supervisor, Dancer-Fitzgerald-Sample, N. Y,
and at Kenyon & Eckhardt, N. Y., to similar
capacity at Reach, McClinton & Co., N. Y.
HENRY SLAMIN, for 10 years with Harry
B. Cohen Adv., N. Y., to Grocery Products
Div. of Donahue & Coe, N. Y., as account
executive.
ROBERT H. ALTER, for seven years sales-
man with New York Daily News, to na-
tional sales staff of Radio Advertising
Bureau, N. Y.
BPA Adds 2 Topics to Agenda
Broadcasters Promotion Assn. announced
Friday topics "Merchandising" and "Promo-
tion Cooperation with Agencies and
Syndicates" added to agenda of second an-
nual convention and seminar of BPA at
Sheraton Hotel in Chicago, Nov. 1-2. Paul
Woodland, advertising-sales promotion man-
ager, WGAL-AM-TV Lancaster, Pa., will
preside over session on merchandising and
John Hurlbut, sales promotion manager,
WFBM-AM-TV Indianapolis, over that on
promotion cooperation.
Georgia Institute Scheduled
Thirteenth annual Georgia Radio & Tele-
vision Institute will take place Jan. 29-31 at
U. of Georgia, according to Georgia Assn.
of Broadcasters and Henry W. Grady
School of Journalism, co-sponsors. George
Patton of WBML Macon, chairman of the
GAB education committee, heads institute
planning committee. Meeting brings to-
gether radio-tv students and broadcasters
for speeches and panel sessions featuring
broadcasting leaders.
CBS Host to Air Force Unit
Five CBS executives played host Friday
to some 100 U. S. Air Force officers in
New York City in connection with Third
Annual Air Force Information Services
Seminar, sponsored by 9215th Air Reserve
Squadron, unit of New York reservists em-
ployed in broadcasting, news, advertising
and public relations fields. "Television 1957"
was principal topic of seminar, and speakers
included Louis G. Cowan, vice president of
CBS Inc.; John F. Day, CBS director of
news; Walter Cronkite, CBS news corre-
spondent; Jack Bush, manager of film pro-
duction for CBS Newsfilm, and Charles
Vanda, vice president of WCAU-TV
Philadelphia.
Page 10 • October 14, 1957
Broadcasting
1
KNU
.TV NOW SHOWINC
KMJ-TV, FRESNO, CALIFORNIA • PAUL H. RAYMER, NATIONAL REPRESENTATIVE
Broadcasting
October 14, 1957 • Page 11
TELEVISION DIVISION
Edwarc
NEW YORK • CHICAGO • ATLAN1
Page 12 • October 14, 1957
Broadcasting
Millions of Dollars
were invested in Spot TV advertising on
GENERAL MERCHANDISE
by leading manufacturers during 1956
Morning . . . noon . . . afternoon . . . night — nowhere else but in Spot TV can General Mer-
chandise advertisers pick just the members of the family they want to talk to with such
rifle-shot accuracy ! That's why you don't spend money in Spot TV, you invest it for greater
sales returns. And Petry stations go into % of all American TV homes. Call Petry for the
complete story.
KOB-TV Albuquerque
WSB-TV Atlanta
KERO-TV Bakersfield
WBAL-TV Baltimore
WGN^TV Chicago
WFAA-TV Dallas
WESH-TV Daytona Beach
WTVD Durham-Raleigh
WICU Erie
WNEM-TV Flint-Bay City
WANE-TV Fort Wayne
KPRC-TV Houston
WHTN-TV .... Huntington-Charleston
WJHP-TV Jacksonville
K ARK-TV Little Rock
KCOP Los Angeles
WISN-TV Milwaukee
KSTP-TV Minneapolis-St. Paul
WSM-TV Nashville
WTAR-TV Norfolk
KMTV Omaha
WTVH Peoria
WJAR-TV Providence
KCRA-TV Sacramento
WOAI-TV San Antonio
KFMB-TV San Diego
KTBS-TV Shreveport
WNDU-TV Sound Bend-Elkharf
KREM-TV Spokane
KOTV Tulsa
KARD-TV Wichita
petry & Co., Inc.
fHE ORIGINAL STATION REPRESENTATIVE
IT IOSTON • DETROIT • LOS ANGELES * SAN FRANCISCO • ST. LOUIS
Broadcasting
October 14, 1957
Page 13
IN REVIEW
CHARLIE
CHAN
SELLS!
78 markets snapped up in first
six weeks! Coca-Cola in Atlanta!
NBC 0-&-0 in Los Angeles!
Dixie Beer! Bowman Biscuit!
Prescription 1500 in 10 markets!
J. Carrol Naish, the NEW
Charlie Chan, "the best ever
to do the role." See it today,
and you'll have to agree the
new CHARLIE CHAN sells!
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
THE REAL McCOYS
ABC-TV's The Real McCoys may not
(to quote network publicity) be "the biggest
thing to hit California since the earthquake
of 1906," but it gives promise of outlasting
several other so-called westerns this fall
season.
It's not precisely an adult western, but a
family situation piece about the McCoys,
who pull up stakes from the hills of West
Virginia and move to the San Fernando
Valley: a kind of dear hearts and gentle
people motif against a western setting, with
salty old Walter Brennan in fine humor as
Grandpa Amos.
The opening episode deals with the cross-
country move and the inevitable readjust-
ment to a new setting in an old, run-down
house. This gives rise to many humorous
incidents as the migrant family copes with
inconveniences.
If this series continues to adhere to the
premiere standards of aptly-drawn charac-
terizations and a well-written script, Mr.
Brennan and cast need have little worry
about their Nielsen rating.
Production costs: Approximately $47,000.
Sponsored by Sylvania Electric Products
Inc. through J. Walter Thompson Co.,
on ABC-TV, Thursday, 8:30-9 p.m. EDT.
Started Oct. 3.
Director: Sheldon Leonard; producer: Irving
Pincus; associate producer: Norman Pin-
cus.
THE POLLY BERGEN SHOW
How important is a new show's first offer-
ing to its future success? Polly Bergen and
NBC-TV will be awaiting the answer fol-
lowing the first two exposures (first, poor;
second, excellent) of the Polly Bergen Show,
alternating on Saturday nights with Club
Oasis.
The first show (Sept. 21), built around a
"panel" arguing how best to use the talents
of a singer on tv, fell flat — and this is treat-
ing the so-called "panel" kindly. Adding
nothing — except an urge to switch the dial —
were lack Bailey, Sylvia Sydney and Julius
LaRosa. Jack Carson atoned somewhat for
his contributions to the negative "panel" in
a funny, but corny, vaudeville routine with
Miss Bergen. And, Miss Bergen herself per-
formed more than adequately in several
numbers successfully designed to show that
she could dance as well as sing several types
of songs.
Miss Bergen's second show (Oct. 5) was
an entirely different matter. It was excellent
entertainment from start to finish, with the
beautiful and talented star ably supported
by Ernie Kovacs. Mr. Kovacs expanded his
famous Nairobi Trio into the Nairobi Sym-
phony with highly pleasing results, which
again brings up the question asked many
times before: Why doesn't this guy have
his own show?
It is to be hoped that the first show will
be forgotten and that future shows will be
more in line with the second offering.
Production costs: $45,000.
Sponsored by Max Factor & Co. through
Doyle Dane Bernbach, on NBC-TV, Sat-
urday, 9-9:30 p.m., alt. weeks.
Packager: Kam Productions.
Producer-director: Bill Colleran; associate
producer: Stanley Poss; music conductor:
Luther Henderson Jr.; scenic designer:
Paul Barnes; unit manager: Al Sher;
writers: Mike Stewart, Phil Minoff and
Tom Murray.
THE PAT BOONE CHEVY
SHOWROOM
Probably the most rewarding fact about
ABC-TV's new Pat Boone Chevy Show-
room is that a talented singer from the
younger-than-Como-and-Crosby set has ar-
rived in weekly network tv in full possession
of his bearings. No gyrations, no gimmicks
— just singing and being his refreshingly
wholesome self.
The Oct. 3 Chevy Showroom premiere
showcased Mr. Boone's talents for various
tempos ("Love Letters in the Sand," "Yes,
Indeed," "Technique") plus an appealing
duet ("There's An Awful Lot of Coffee in
Brazil") with guest Anna Maria Alberghetti,
who, needless to say, sings well in her ,own
right. Choral effects added luster to the
fleeting half-hour, as did Mr. Boone's intro-
duction of his daughter, Cherry.
Mr. Boone further demonstrated his ver-
satility by leading into Chevrolet's truck
commercials and engaging in polite patter
with Miss Alberghetti about his family. The
show's most intriguing touch: a "Tunivac"
machine which, when the lever was pulled,
handed Mr. Boone a ukulele.
For all his virtues Mr. Boone retains the
one slightly irritating quality that marred
his motion picture debut ("Bernadine") :
an occasional and obvious lapse into the
ultra-informality of throw-away dialogue,
doubtless picked up from idol Crosby.
Production costs: Approximately $50,000.
Sponsored by Chevrolet Div. of General
Motors Corp. through Campbell-Ewald
Co., on ABC-TV, Thursday, 9-9:30 p.m.
EDT. Started Oct. 3.
Producer: Joe Santley; director: Frank
Satenstein; musical director: Mort Lind-
say.
THE WALTER WINCHELL FILE
The presence of Walter Winchell as nar-
rator-actor does much to keep this new film
series from lapsing into the run-of-the-mill
category. The storyline of the first offering,
concerned with a New York detective who
must decide where fear ends and courage
begins, wasn't particularly unusual and reso-
lution of the story problem with a gunfight
climax is all too familiar.
However, on the plus side is the presence
of Mr. Winchell, who connotates big city
reporting to most people and epitomizes
much of the glamor associated with New
York journalism in bygone days. Fortunate-
ly, too, this feeling is not furthered by
pseudo-"Front-Page" histrionics.
Casting for the first show was good.
Jacques Aubushon, as the middle-aged
Continues on page 96
Page 14 • October 14, 1957
Broadcasting
Western New York radio listeners
acclaim WGRs 1 switch to all CJOOtl music
AS A result of an independent, impartial survey
of the music preferences of Western New Yorkers, WGR
RADIO is now programming recorded music in strict accordance with
the desires of the vast majority of radio listeners.
carefully selected good music is guaranteed at the WGR spot on the dial,
and hundreds of listeners have expressed their thanks. These listeners are
not teen-agers . . . they are people who buy !
add TO THIS, WGR's new policy of broadcasting direct from the leading
shopping centers of Western New York. From the new mobile unit "Studio 55",
WGR's popular personalities meet their audiences, in person, and keep
abreast of their tastes. It all takes place . ... at the point of sale !
If you want to SELL
something in BUFFALO
. . . Buy Spots or
Segments on...
radio
National Representatives:
Peters, Griffin, Woodward, Inc.
Broadcasting
October 14, 1957 o page 15
WE
HEARTILY
RECOMMEND
AND
ENDORSE
Carolyn SkolJar Ofssoclates
30 PARK AVENUE, NEW YORK 16, N.Y.
WTRF-TV
CHANNEL 7
WHEELING, WEST VIRGINIA
Robert W. Ferguson, General Manager
OPEN MIKE
Foreshadows Coin-Box Blues
editor:
Our photographer snapped this in front of
our building a couple of weeks ago. To my
mind this is a good takeoff of what the
people could expect if they are subjected
to pay television. Just imagine this rig being
rolled into the television homes of America,
the meter emptied and poured into the fun-
nel. As the old saying goes, "We do not miss
the air we breathe until it is taken from us."
It will be a sad day in free America if
people ever have to pay for their radio and
television.
Walter J. Brown
President
WSPA-AM-FM-TV
Spartanburg, S. C.
Rebuttal of Shaw's News Ideas
editor:
Re: "Do Radio-TV Deserve Equal Access"
by Charles Shaw of WCAU Philadelphia
[Trade Assns., Sept. 23], we will agree in
part that all radio and tv news operations
are not up to standards considered high in
journalism. . . .
As for radio-tv attempting to gain prestige
by demanding equal access, Mr. Shaw
should reflect on the equally reprehensible
practice of newspapers in attempting to use
so-called prestige as a lever for monopoly
and business gain. He should, with all his
background, certainly recognize the almost
universal practice of political reporting on
the part of newspapers. By and large, polit-
ical association in radio-tv news is a thing
of minority note. . . .
Mr. Shaw is in a position of apparent
dissatisfaction with radio-tv news personnel
because not all of them came up through
the printed news medium. Mr. Shaw might
look carefully into many very creditable
radio-tv news operations around the coun-
try, operations involving key men who never
worked on a newspaper and were brought
up in radio-tv. . . .
We in the business are most vitally con-
cerned over the issue of equal access as
pertains to mechanical reporting assistance.
Newspaper readers the country over see
regularly slanted reports of incidents based
solely on the facility of the pencil-pad re-
porter. We feel strongly that such instru-
Page 16 • October 14, 1957
Broadcasting
I
70
WfiSSMl
the more you compare balanced programming,
audience ratings, coverage, or costs per thousand-
or trustworthy operation — the more you'll prefer
WAVE Radio
WAVE-TV
LOUISVILLE
NBC AFFILIATES
NBC SPOT SALES, EXCLUSIVE NATIONAL REPRESENTATIVES
WFIE-TV, Channel 14, the NBC affiliate in Evansville,
is now owned and operated by WAVE, Inc.
Television's most revealing
JULY 1957 ... A SEASON ENDS
▲
-
NBC is the only television network
that increased its natioifal average
audience rating, both nighttime and
daytime, during the 1956-57 season.
The average audience rating of each
of the other two networks decreased.
4
SOURCE: NIELSEN TELEVISION INDEX AVERAGE AUDIENCE RATING -7 A.M.-6 P.M.,
MON.-FRI. AND 6-11 P.M., SUN.-SAT.; OCT.-DEC, 1956 VS. APRIL-JUNE I. 1957.
"continued story"
SEPTEMBER 1957 ... A SEASON BEGINS WITH
NBC audiences up 29%!
First reports of the 1957-58 season add a new chapter to NBC's trend-setting "con-
tinued story." By October 1st, nineteen of NBC's twenty-two new shows had pre-
miered and had attracted audiences 29% greater than last year's.* Competing shows
on the second network dropped 21%. On the third network, they dropped 8%.
This audience response to NBC's new programs, representing more than half of
its entire evening schedule, promises a continuation of the momentum established
last season, when NBC was the only network to increase its average audience,
daytime and nighttime.
..—....NBC TELEVISION
*Trendex— same time-periods
1957 PULSE
PROVES
WPTF.s
OPEN MIKE
CONTINUED
First in every period measured
O Over six times the night audience
* and almost six times the audience
during most of the day than next nearest
station.
*> Two and one-half times the morning
* audience and over three times the
afternoon and night audience than a 10-
station local network.
Share of Audience
Monday through Friday
6 a.m.-6 p.m. 6 p.m.-Midnight
WPTF 35.4 39
Station B 6.1 6
Station C 5.2 5
Local Net 12.6 n
All Others* 40.7 39
* None of which has more than 4% share
Tune-in: Morning, 25.2;
Afternoon, 26.5; Night, 25.7
♦Source: Standard Rate and Data
WPTF
50,000 WATTS 680 KC
NBC Affiliate for Raleigh-Durham
and Eastern North Carolina
R. H. Mason, General Manager
Gus Youngsteadt, Sales Manager
PETERS, GRIFFIN, WOODWARD, INC.
National Representatives
merits as cameras and recorders can imple-
ment the reporting job greatly for the sake
of accuracy and interpretation.
Jim Monroe
News Director
KCMO-AM-FM-TV Kansas City
Pay for What You Use
editor:
Robert Rogers makes a grand suggestion
in Broadcasting Sept. 23 when he says
payments for music should be made on the
basis of actual use — rather than "all the
traffic will bear."
If ASCAP music is used by an individual
station 75% of the time, they should get
75% of the royalty fees ... if BMI rates
24%, they should collect 24% . . . and if
SESAC rates 1%, they should get 1% pay-
ment of total music fees. This doesn't take
into consideration that some public domain
music gets on the air — but apparently all of
us in the radio industry will pay ASCAP,
BMI, and SESAC for it too! Incidentally,
isn't it about time we decided to pay nothing
for non-musical programs?
This is 1957 . . . and 1940 contracts are
a bit out of date.
Edwin Mullinax
General Manager
WLAG La Grange, Ga.
The Right Lineup in Charlotte
editor:
Your Oct. 7 Telestatus is in error.
WBTV (TV) Charlotte is no longer affili-
ated with ABC-TV. Also WSOC-TV airs
all color programs for which it is ordered.
Jim Evans
Promotion Manager
WSOC-TV Charlotte, N. C.
[EDITOR'S NOTE— WSOC-TV, in addition to its
primary agreement with NBC -TV, has added
ABC-TV programming, according to a Sept. 19
announcement. ]
WALB-TV Is Interconnected
editor:
Your Oct. 7 Telestatus shows us as not
being interconnected. We have been for 19
months.
Ray Carow
Sales Manager
WALB-TV Albany, Ga.
Two Yearbook-Marketbook Rooters
editor:
Let me congratulate you and your or-
ganization on the 1957-58 Telecasting
Yearbook-Marketbook. It is indeed a val-
uable manual.
David L. Kerr
Asst. Mgr., Advertising Services
Chrysler Corp.
Detroit
editor:
To my way of thinking this is the finest
in a long series of Yearbooks. It is a book
without which I could not operate.
Milt Dean Hill
National Airlines
Washington, D. C.
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
BROADCASTING*
TELECASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood).
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Wm. R. Curtis. Jacqueline Eagle,
Myron Scholnick, Ann TasserT, Jim Thomas
EDITORIAL ASSISTANTS: Rita Cournoyer, Marianne
Means, Frances Pelzman, Benjamin Sell
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Lent
SALES MANAGER: Winfield R. Levi (New York).
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
CLASSIFIED ADVERTISING: Doris Kelly
ADVERTISING ASSISTANTS: Stan Hall, Ada Michael,
Jessie Young
COMPTROLLER: Irving C. Miller
ASSISTANT AUDITOR: Eunice Weston
SECRETARY TO GENERAL MANAGER: Eleanor Sche.cU
CIRCULATION & READER'S SERVICE
MANAGER: John P. Cosgrove
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CIRCULATION ASSISTANTS: Gerry Cleary, Christine
Harageones, Charles Harpold, Marilyn Pelzer
BUREAUS
NEW YORK
444 Madison Ave., Zone 22, PLaza 5-8355
Editorial
SENIOR EDITOR: Rufus Crater
BUREAU NEWS MANAGER: Lawrence Christopher
AGENCY EDITOR: Florence Small
ASST. NEW YORK EDITOR: David W. Berlyn
NEW YORK FEATURES EDITOR: Rocco Famighettl
STAFF WRITERS: Ruth L. Kagen, Frank P. Model,
Diane Schwartz
Business
SALES MANAGER: Winfield R. Levi
SALES SERVICE MANAGER: Eleanor R. Manning
EASTERN SALES MANAGER: Kenneth Cowan
ADVERTISING ASSISTANT: Donna Trolinger
CHICAGO
360 N. Michigan Ave., Zone 1, CEntral 6-4115
MIDWEST NEWS EDITOR: John Osbon
MIDWEST SALES MANAGER: Warren W. Middleton.
Barbara Kolar
HOLLYWOOD
6253 Hollywood Blvd., Zone 28, HOIIywood 3-3148
SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: BUI Merritt, Virginia
Bialas
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
SUBSCRIPTION PRICES: Annual subscription for 52
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BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*— The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
"Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Page 20 • October 14, 1957
Broadcasting
Radio Baltimore \ {(6^.
WCAO *
•••• 'A
naturally
FIRST
in ^.J
Nielsen
JULY, 1957
in
Hooper
AU.G.-SEPT., 1957
in Hooper
Business
Establishment
Survey
FIRST
i results for advertisers!
Broadcasting
Represented nationally by RADIO-TV REPRESENTATIVES, INC
NEW YORK CHICAGO LOS ANGELES BOSTON ATLANTA SAN FRANCISCO SEATTLE
October 14, 1957
Page 21
the key station in
MICHIGAN'S*
MIGHTY MIDDLE
MARKET
with a 24 hour schedule and
5000
LIVELY WATTS
has over twice the number of
listeners than all other stations
combined in
(March- April, 1957— C. E. Hooper, Inc.)
contact Vernard,
Rintoul & McConnell, Inc.
* 17 Central Mich-
igan counties with
$1,696,356,000
spendable income.
OUR RESPECTS
to Morris Sigmund Kellner
IT'S the inquisitive and active mind that finds it's way into time selling.
This viewpoint is held by Morris S. Kellner, The Katz Agency's radio sales
manager and member of its board, who has been in no other business than station
representation for nearly a quarter century.
As he settled his 6-foot, 2-inch frame and 190 pounds deeper into the chair
behind his desk last week, the executive put his finger on a few reasons for the
reactivated spot radio boom: a U. S. economy that is still riding high, stations sell-
ing radio as a medium, people who always listened to radio finding that tv is not
all-absorbing and realization that "radio with the right copy has the ability to
move merchandise."
Radio selling, Mr. Kellner mused, is a field that "demands the best of a salesman."
To sell time effectively, he continued, a man must get to know his own business
intimately, the many radio markets of the U. S., the various other advertising media,
and most important, must know and understand people.
Apart from salesmen (he oversees a sales force of 10 in New York and 19 in
Katz regional offices), and the health of radio, Mr. Kellner has thoughts about
the station representative's role. The representative, Mr. Kellner noted, has had much
to do in influencing the radio business, for example, in the publication of rate cards.
And, Mr. Kellner observed, "today, stations are leaning on representatives for
programming advice." It is toward that end, Mr. Kellner said, that the Katz Agency
has been working to set up a programming unit that will act in an advisory capacity
to Katz-represented stations. Though sales are basic in the functions of a representa-
tion firm, they are but part of the representative's services, which include pointers on
merchandising and information to stations on what actions or facilities will attract
the national advertiser.
To go back further, however, Mr. Kellner was born April 4, 1908, in New York
City. A year later, his family moved to Far Rockaway on Long Island. As a young
man, he attended Woodmere Academy and Rutgers U.
A robust youth, he vied for a tackle's berth on the Rutgers' football squad, met
with misfortune (several injuries) and shifted to water polo, not exactly child's play.
He graduated in 1931.
His inquisitiveness next took him to Columbia U. and enrollment in a few adver-
tising courses. Still living at Far Rockaway Beach, he sun-tanned as a lifeguard. He
took a job as a piano mover and general handyman and tauaht horseback riding be-
cause "I couldn't afford to pay my own way." An industrial consultant firm measured
him up and hired him as a "consulting" agent — which he later learned meant
strike breaking. But strikes were few and Mr. Kellner soon had a new, but short-
lived vocation: a door-to-door canvass in Manhattan, peddling a rowing machine.
ON Jan. 11, 1932, Mr. Kellner joined the Katz Agency and found his career.
In a few years, Katz, originally a seller of space for newspapers and farm
publications, added radio and Mr. Kellner, still inquisitive, shifted with the trend.
In those days, Mr. Kellner recalled, it was typical to sell time for such a reason
as a station's position on the dial (1000 kc was in the center and a "good buy"). He
was attracted to radio because "I could learn more. There were no precedents, a
more personal effort was required. We could speak of a station's hold on an
audience — something more of which we need today, that is, emphasis on human
interest. For example, what does a station mean to the town it serves, what does
it do for the individual there?"
As radio sales manager, Mr. Kellner reports to President Eugene Katz. He was
named to the post in 1951 after spending a few years as assistant for radio to the
sales manager, George Brett, also a Katz vice president and director, who retired
two years ago.
Mr. Kellner has deep convictions about the medium he has learned to respect
and love: there must be "rigid adherence" to published rates; it would be folly for
stations to cut their nighttime rates 50% across the board (as has been proposed
by the Edward Petry representative firm). To him, this would be "downgrading the
merchandise," an action, he said, that led to the troubles of the radio networks.
Rates, he added, ought to indicate the "true evaluation" of what the station can do
and "depend on what the station delivers" for the advertiser.
Mr. Kellner restricts away-from-work exertions nowadays to a swim in the pool,
deep sea fishing, the workbench, a book or the radio. He is apt to startle Helen
Brahms Kellner, whom he married in 1937, for when an announcer fluffs or pro-
gramming is fudged, Mr. Kellner's reaction is loud and clear. The Kellners (Steven.
17, now in high school, and a daughter, Jane, 11) live in New Rochelle, N. Y.
WILS
neWs s^\s
Page 22 • October 14, 1957
Broadcasting
good things grow together
WANE
WANE-TV
Fort Wayne
This is the case in the billion dollar Fort Wayne market served by
WANE and WANE-TV^ To meet the needs of this rich mid-
western market, WANE and WANE-TV have built these new, modern
facilities . . . unquestionably the finest in the market . . . tower, studios
and offices, all within the city limits of Fort Wayne. Working together
as a combined operation, these two great stations will serve Fort Wayne
and its 20-county area still better. To sell prosperous Fort Wayne, you
need WANE and WANE-TV^ Both CBS affiliates.
CORINTHIAN STATIONS
Responsibility in Broadcasting
KOTV Tulsa
KGUL-TV Galveston, serving Houston
WANE & WANE-TV Fort Wayne
WISH & WISH-TV Indianapolis
Broadcasting
October 14, 1957 • Page 23
Nielsen Station Index Reports
put unprecedented radio and tv data
at your fingertips...
New reporting features
make the Nielsen Station
Index even more valuable—
market by market—
. . . for effective time buying
. . . for successful
station operation
Multi-dimensional reporting
for radio
Radio today is bought and
sold in strips and blocks of time periods —
and the new NSI reports it to you in those
dimensions:
Number of different homes reached cu-
mulatively by time-period strips and
blocks and impressions per home.
This, of course, in addition to the per-
broadcast audience for each time period
. . . and Audience Composition . . . and
Auto-Plus.
4-week reports for tv
Tv needs high-frequency re-
porting ... as well as long-
term averages. You get both in every NSI
tv market.
NSI Reports have always been based on
8- week averages because buyers and sellers
of time need average condition data.
Now, to meet the need for high-fre-
quency reporting, NSI gives you two 4-
week-average reports in addition to each
bi-monthly complete Tv Report.
Metro Area Ratings
for both radio and tv
The new NSI now gives you
Metro Ratings, radio and tv. These rat-
ings, indispensable for comparative meas-
urements, are based on the Census-defined
Metro Areas where population and mar-
keting are most heavily concentrated.
NSI continues to give you the equally
essential measurement of Station-Total
Audience, which covers the entire pro-
gram audience, wherever located.
Convenience and utility
NSI now includes these added
features, packaged in a new
"pocket-piece" size. You'll find the new
reports give you more information in a
more convenient and usable form . . .
making it a more valuable tool than ever
in time buying and selling.
M
Only the Nielsen Station Index Reports have the
accuracy, breadth, and depth of information you
need:
All data are produced by meter-based meas-
urements and processed according to exacting
production standards.
These meter-based measurements are made in
carefully constructed area probability samples
representative of all homes in areas measured.
Fixed samples, and reports based on 8-week
time spans, permit the reporting of both cumu-
lative and average-broadcast audiences.
In Brief: The new NSI is the keystone to successful
time buying and selling, because it alone provides
the multi-dimensional facts needed for complete
evaluation.
Call . . . wire ... or write today for all the facts
on the new NSI.
A.G.NIELSEN COMPANY
Chicago 45 New York 36 Menlo Park, Calif.
2101 Howard St. 500 Fifth Ave. 70 Willow Road
HOIIycourt 5-4400 PEnnsylvania 6-2850 DAvenport 5-0021
The Product — Dulany Frozen Seafoods
The Problem — Sell more of same in the Carolinas
The Method —The Spot Check Plan*
The Means — Utilization of the superior Sales
Power of WBTV
The Results — Third to first place in the Market
112.0% increase in Brand Identification
140.2% increase in Brand Usage*
The Score — CBS Television Spot Sales knows it.
Ask them today!
* — Consumer identification and preference survey
conducted by Pulse, Inc. before and after the campaign.
WW
Jefferson Standard Broadcasting Company
Page 26 • October 14, 1957
Broadcasting
i"-/jr. . BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Vol. 53, No. 16 OCTOBER 14, 1957
RADIO'S ENAMORED CLIENTS TELL WHY
• Leading users of medium tell of dollars and cents success
• Radio's impact, flexibility, low cost emphasized at RAB clinic
The annual turnabout in the radio bus-
iness took place last week as national ad-
vertisers told broadcasters why they like
radio and how they use it to increase sales.
The words used most were "impact,"
"flexibility" and "low cost" at the Tuesday-
Wednesday workshop sessions held at New
York's Waldorf-Astoria where the Radio
Advertising Bureau sponsored its third an-
nual National Radio Advertising Clinic.
A keynote was struck by RAB President
Kevin Sweeney, who in greeting the approx-
imately 800 advertisers, agency executives
and broadcasters attending the clinic, noted:
"In total amount of dollars invested in
radio by national advertisers, 1957 will be a
record year. Both spot radio and network
radio will show big increases over 1956 not
only in dollars but in the numbers of na-
tional accounts employing radio really for
he first time in their corporate histories."
Another "clearly perceptible trend." Mr.
Sweeney said, was that this year, "for the
first time in five years, a sizable number
of national accounts have invested over
75% of their total budget in radio. All
of these upbeat trends make this third . . .
clinic more important in its potential con-
tribution to advertisers' planning than either
of its two predecessors."
Support and dramatic documentation to
Mr. Sweeney's sentiments were provided
by testimonials from advertisers of beer and
cold remedies, soft drinks and gasoline,
candy and airlines, cigarettes and auto
loans.
Radio's selling power was played back
Wednesday noon as RAB announced the
winners of its annual competition to pick
the most effective radio commercials (see
pages 30 and 31) and sampled the eight
for the audience's benefit.
The clinic over by Wednesday afternoon,
some 150 RAB members went into closed
session for deliberations of their own and
a presentation highlighting RAB efforts to
increase radio advertising expenditures over
the next year. Mr. Sweeney, Vice President-
General Manager John F. Hardesty and Vice
President-Promotion Director Sherril Taylor
incorporated magnetic tape and colored
slides for their annual preview.
Elected at the meeting were nine new
directors for one year terms beginning the
first of next year. They are:
Hugh K. Boice, vice president-general
manager, WEMP Milwaukee: Henry B.
Clay. executive vice president-general
manager. KWKH Shreveport: Victor C.
Diehm, president-general manager, WAZL
Hazleton, Pa.; Herbert Evans, vice presi-
dent-general manager, Peoples Broadcast-
ing Corp.. Columbus. Ohio: Frank M.
Headley. president. H-R Representatives
Inc., New York; Donald H. McGannon,
president, Westinghouse Broadcasting Co.;
Weston C. Pullen Jr., vice president and
manager of radio-television operations,
Time Inc., New York; Paul Roberts, presi-
dent. MBS. and Lester M. Smith, president-
general manager, KJR Seattle.
Presiding over the various sessions were
Board Chairman Kenyon Brown, KWFT
Wichita Falls; executive committee chair-
man Allen M. Woodall, WDAK Columbus,
Ga.; board member Alex Keese, WFAA
Dallas, and board member Ben Strouse,
WWDC Washington.
Luncheon guest speakers for the two-
day session were Sen. Wayne Morse
(D-Ore.) and Milton Lightner. president of
Singer Mfg. Co. and national vice presi-
dent of the National Assn. of Manufac-
turers, whose differing approaches to the
economic and political scene gave the
luncheons a balanced diet of speech-making.
An innovation this year was a cocktail
reception Tuesday night featuring as honored
guests a number of top radio and recording
stars. The festive event was held at the
Astor gallery of the Waldorf.
Following are highlights of the corporate
radio success stories presented during the
first two days:
NO-CAL CORP.-KIRSCH BEVERAGES INC.
No-Cal is a calorie-free soft drink bev-
erage, introduced in 1952. Radio figured im-
portantly then and has continued to do so
ever since, the Brooklyn firm setting 60%
of its annual advertising budget for the me-
dium. Radio is used exclusively in the off-
season months of January and February to
keep the brand name before the public.
Speaker Milton Wolff, advertising man-
ager of No-Cal, noted the emphasis the firm
has placed on radio: "Each time we open a
new market, radio is the spearhead of our
advertising and promotion. So far, we have
found this a most economical and produc-
tive way to advertise in franchise territories.
Radio will continue to have an important
NINE WHO TESTIFY FOR RADIO
Among radio's advocates at RAB*s clinic last week, nine were particularly
articulate. Their documented testimonials are summarized on this and the fol-
lowing pages. The nine:
• NO-CAL-KIRSCH BEVERAGES Puts 60% into radio
• ANHEUSER-BUSCH Spends $2.5 million in spot
• WHITMAN CANDY Tried tv, likes radio better
• PHILIP MORRIS Put — and kept — radio on the road
• SINCLAIR Turned 5 seconds into a gold mine
• TRANS WORLD AIRLINES Radio helps keep it in the air
• GROVE LABS Makes radio pay for three products
• BEST FOODS Uses both network, spot to advantage
• UNIVERSAL CREDIT Sings praises of local radio
Broadcasting
October 14, 1957 • Page 27
ADVERTISERS & AGENCIES continued
place in future No-Cal advertising budgets."
From the time No-Cal was launched on
radio, Mr. Wolff noted, "zooming sales
were directly attributable to it." The No-
Cal people selected the medium to solve their
marketing problem. They knew diabetics
would be readily receptive but only a small
segment of prospective buyers; therefore, at-
tention was given to overweight people with
the focus on women who are more figure-
conscious. Distribution was handled through
independent dealers and supermarkets.
No-Cal had a limited budget for adver-
tising and promotion and wanted to reach
women around the house. The obvious solu-
tion to this need, according to Mr. Wolff,
was radio. First use of radio included 60-
second announcements by local personalities.
This met with instant success. "Sales soared
in one year," Mr. Wolff commented. "Chain
store after chain store stocked the product."
In its second year, No-Cal added news-
cast sponsorship for product believablity
and prestige. To test the pulling power of
the commercials, No-Cal offered a free-
offer booklet (on health dieting). This met
with success and No-Cal went into saturation
spot campaigns following its nearly two
years of personality and news buys.
NO-CAL'S WOLF
ANHEUSER-BUSCH INC.
The famous St. Louis brewer of Bud-
weiser Beer next year expects "a record
budget will be poured into radio," its ad-
vertising manager, R. E. Krings, asserted
in his telling of 'The Budweiser Story."
This year alone, Mr. Krings disclosed,
Budweiser's spots on radio are being heard
on nearly 300 stations in 178 markets with
an annual billing in excess of $2.5 million.
Accordingly, today, Budweiser is "one of
the big-name radio advertisers."
Mr. Krings described how the advertiser
"rediscovered" radio. This happened at the
time when the brewery acquired the St.
Louis Cardinals baseball club, in 1953,
radio expenditures for Budweiser increasing
some 2,000% over the preceding year. Dur-
ing the 1954 baseball season all St. Louis
games, as well as those of eight farm clubs
in other sections of the country, were being
aired on a full sponsorship basis — Bud-
weiser sponsoring the Cards' games on 100
stations alone. "This," he said was "at a
time when other major advertisers were
cutting down their radio expenditures."
Before the ball club acquisition, Anheuser-
Busch already was feeling radio pressure —
wholesalers were buying radio on their own
ANHEUSER-BUSCH'S KRINGS
and were asking A-B to supply scripts and
recorded commercials. Another factor prod-
ding A-B's entry in radio: high costs of net-
work tv sponsorship.
The musical commercial campaign on the
theme "Where's there's life, there's Bud"
now in its second year, has 22 variations and
musical moods (including Glenn Miller style,
dixieland jazz, country music and even waltz
tempo). Each commercial was put together
by agency D'Arcy Adv. "as carefully as a
concert program, and designed to appeal
to a certain taste." In creation, the prob-
lem for the series was to translate into terms
of sound the highly emotional and dramatic
series of full-page color ads which A-B had
run in national magazines.
Concluded Mr. Krings: "People want to
listen. A new campaign that wants to sell a
product must have radio as a basic me-
dium."
STEPHEN F. WHITMAN & SON INC.
Up in mid-1955, Whitman, "the leading
national distributor of boxed candy," was a
traditional user of print exclusively, said
Julian T. Barksdale, vice president in charge
of marketing. But after a detailed descrip-
tion of how Whitman learned how to get
along with radio, he noted that Whitman
expects a "new birth for its advertising pro-
gram in 1957-58 with increased use of ra-
dio and increased sales."
Whitman's first spot radio testing was
made in 1956 and now the company is in 63
major markets.
A few years ago. Whitman shifted agen-
cies from Ward Wheelock to N. W. Ayer &
Son (mid- 1955) at a time when the con-
fectionary industry was in trouble (rising
costs, retail price of candy increased and
sale of boxed candies down). Caught in a
sales slump for its Sampler package, Whit-
man sought a means to stimulate sales.
A try at tv was first on the list with a
WHITMAN'S BARKSDALE
major portion of funds allocated to spot tv
in 45 markets as reminder advertising. Just
before Christmas 1955, a measurement dis-
closed sales up 10% in cities where tv was
used. Radio was tested in the fall of 1956
as a deterrent to the rising costs of television.
Dayton, Phoenix and Mobile were given the
same budget which had been allocated the
previous year to tv in these markets.
Six-month results from the radio test
markets (measured December 1956) showed
the following gains: Phoenix 12%, Dayton
17% and Mobile 11.5%, while the national
sales increase for the period was 8.6%.
By the end of a year. Phoenix showed a
23.2% increase.
New radio tests show Whitman sales on
the upgrade, and on the basis of all these
experiments. Whitman, Mr. Barksdale said,
has converted to spot radio in all except a
single market. In the 63 markets used, flights
of spot announcements are utilized several
weeks in advance of special holidays.
PHILIP MORRIS' LANDRY
PHILIP MORRIS INC.
Radio's flexibility was hailed by John T.
Landry, brand advertising manager of Philip
Morris, for providing "perhaps the most
important part" of the cigarette firm's
(seven brands of cigarettes) traveling
"Philip Morris Country Music Show."
Approximately one million persons have
attended the shows, which have played in
various cities and country towns in 16 states
(throughout the South). Since the first of
the year — when the shows got started —
performances have been held on a six-
night per-week basis with admission free
(adults show a pack of Philip Morris).
Radio has been used regionally with a 25-
minute show on a 76-station hookup Fri-
day at 9:05-9:30 p.m., with an average
Pulse rating of 3.2, a cost of $2,000 weekly
and a cost per thousand of $1.66. Said
Mr. Landry: no other medium could adapt
itself to originations from small country
towns in which the show has played and
"still make it as efficient a buy for the client."
The show grew from an employe's yearly
program and, on Oct. 6, a network program
(CBS Radio) has been added as a weekly
feature. This has a lineup of 203 stations
and "the next 13 weeks will be watched"
carefully by PM people. The show and the
radio programs have given PM product
identification. On tour, promotion spots (35-
40 in a package) are placed on local stations
in advance of the roadshow's billing.
Page 28 • October 14, 1957
Broadcasting
HUNTER
MULOCK
MEYER
FINE
THOMPSON
BELLAIRE
HOW SIX TACKLED RADIO COMMERCIALS
At an afternoon session Tuesday de-
voted to "creating the radio commercial,"
Rollo Hunter, radio-tv department, Er-
win Wasey-Ruthrauff & Ryan, told of
problems encountered in adapting the
print medium theme for Dutch Masters
cigars to radio. The theme. "Good Things
Happen to the Man Who Smokes Dutch
Masters," was visualized in print by the
French caricaturist, Francoice.
Mr. Hunter said that after experiments
in jingles, it was found the radio com-
mercial would have to follow "pop" song
style to be effective. "And getting a stand-
out situation in this business is rugged,"
he admitted. Campaign object: to raise
the quality image for the cigar and to
reach the young market.
Vocalist Betty Brewer was chosen for
qualities of warmth and enthusiasm to
match music composed by Bill Gale. Mr.
Hunter related. Once the final version
was set, a total of 48 "takes" were re-
quired before the master tape for the
basic one-minute commercial was pro-
duced. Next the various length commer-
cial versions were produced in both Dixie-
land and modern jazz styles.
Ernest Mulock, vice president of Grant
Adv.. Detroit, recalled how a summer
sales promotion evolved into the radio
campaign for the 1957 "swept wing"
Dodge, using comedy sequences for the
serious purpose of capturing attention,
the theme, "If You Buy a New Car,
Be Sure You Get One." The comedy bits
centered on the plight of various char-
acters who got a "bargain" buy in an-
other make of car, then discovered they
had failed to get a "new" car because
Dodge made theirs "obsolete."
"I claim these were effective." Mr.
Mulock said, noting that dealer enthusi-
asm was engendered along with im-
mediate consumer recognition. "All were
aware of the theme. The idea got across."
Edward Meyer, vice president and ac-
count supervisor, Grey Adv.. New York,
told how radio, after only five months,
boosted sales 34% for Hoffman Beverage
Co. in the Greater New York area. He
related why the 1957 season was viewed
by Hoffman as a difficult period — because
both Pepsi-Cola and Coca-Cola were in-
troducing their large bottles into New
York, traditionally a "big bottle" market.
The task given radio was to re-establish
the identification of the Hoffman brand
although it had been well established in
the market for 40 years. "This was a
campaign conceived and born for radio,"
he said.
"No one takes a soft drink seriously,"
Mr. Meyer noted. So the various flavors
of the beverage line were nicknamed and
given a "happy" theme for the spots. But
since the agency "brain session" couldn't
come up with the right tag for sarsapa-
rilla, that flavor became the unhappy
member of the family and the butt of
the line: "Could You Be Happy If Your
Name Were Sarsaparilla?"
"Tongue - in - cheek" commercials
evolved in "documentary" style featuring
a commentator, woman's fashion com-
mentator, old-fashioned politician, board
chairman, etc. [Advertisers & Agen-
cies, April 29].
Reva Fine, senior copywriter, Ogilvy,
Benson & Mather, New York, let Titus
Moody (Parker Fennelly) of Fred Allen
radio fame, tell the story of the Pep-
peridge Farm bakery products commer-
cials in which he is featured. His New
England humor helps convey to the lis-
tener the idea that Pepperidge Farm
products are like old-fashioned home
baking. Miss Fine indicated.
Grant Thompson, vice president, Wil-
liam Esty Co., New York, said the
"power of radio was never more impres-
sively demonstrated to me" than when
he heard passers-by humming or whist-
ling the Winston cigarette commercial
just one week after it hit the air in June
1956. Following popular song style but
with "commercial bite," the commercial
has remained effective after 16 months.
Arthur Bellaire, vice president in charge
of radio-tv copy, BBDO. New York, told
how "super-saturation" radio spot in the
fall of 1956 helped launch Hit Parade
cigarettes. Because the field is so com-
petitive, consumer identification had to
be accomplished "in a hurry," he said.
Therefore, "a jingle was a must," he said.
With "a fanfare quality dominating
throughout," the original jingle was aired
600-700 times weekly in each major mar-
ket at the start.
"Within one month, three out of every
four persons interviewed in New York
reported knowledge of the new Hit
Parade brand." Mr. Bellaire said.
SINCLAIR REFINING CO.
How to "work wonders" with a five-sec-
ond spot ( 1 2 words long) on radio was
described by James J. Delaney, advertising
manager of Sinclair Refining, who detailed
the firm's safety spot campaign.
As expressed by Mr. Delaney. after re-
sults were in Sinclair found: "Radio, the
so-called dead duck, was quacking as lively
as you like, and laying eggs all over the
place. In this case, solid gold eggs.
"Using the base number of cities, num-
ber of stations, number of spots, number
of weeks per year, we at Sinclair proudly
claim honors for what is probably the big-
gest campaign, not only in 1957, but in the
entire history of spot radio." And, to do it.
the campaign rolled quickly to this peak in
less than a year.
The campaign — a simple message of
"Driving today? Remember to drive with
care — and buy Sinclair — Power-X Gasoline"
— was created by Sinclair and its agency,
Morey. Humm & Warwick, and initiated on
a limited test basis in New York City in the
fall of 1955. It was extended in New York
in January 1956 (260 spots per week among
10 stations with contracts to end of year)
and results were coming thick and fast.
Surveys were run of tv-homes-oniv with
"eye-popper" results. It reached in one
month 37% of men interviewed, a month
later. 40% . This was at a cost of six cents
per thousand impressions. The problem for
Sinclair then was how to cover 36 stations
with a limited budget? The quickie was the
answer since it was possible to place from
40 to 200 spots weekly in primary markets.
By mid-1956, the national campaign plan-
ning was shaping up and Sinclair could
estimate quite accurately the cost for 100
cities in 36 states.
A new conception then arose, as expressed
by Mr. Delaney:
"If the scattered, but nevertheless expen-
sive tv and radio programming [then existent
by Sinclair] were re-allocated, there might
be enough money in the normal budget to
support the smaller markets where never
before had there been company-paid radio
advertising.
"These markets had been covered with a
cooperative campaign only. The cost per spot
Broadcasting
October 14. 1957 • Page 29
RAB'S EIGHT BEST IN RADIO 1957
A relaxed, albeit pre-sold, audience of
broadcasters, advertisers and agency ex-
ecutives at the Waldorf-Astoria in New
York Wednesday listened attentively to a
series of eight recorded messages, then
applauded their creators. It was conceiv-
able they would hear any one or more of
these messages on their radios at home.
The occasion was the presentation of
awards recognizing the top eight radio
commercials of the year (most of them
musical commercials). Of the eight, one
commercial (Ford) was a three-time win-
ner, while four others were second-timers
which had already proved themselves on
the air — Budweiser, Pepsodent, Marlboro
and Winston. The three first-timers: Tex-
aco, Dodge and Beech-Nut Gum.
The jury's job was to designate eight
of the numerous messages aired during
the year that it considered most effective.
Gold-plated records were presented to
the agencies involved.
Here are the winning commercials:
BEECH-NUT
GUM
Agency: Young & Rubicam:
writer: Bill Backer: director
John Wellington: recipient:
Charles Feldman. Y&R vice
president.
DODGE
Sound: Fiddling
Voice #1: Stop fiddling, Nero, and sound the fire alarm.
Voice #2: I'm not talking while the flavor lasts.
Voice #1: What are you chewing?
Voice #2: Beech-Nut Gum.
Voice #1: All Rome could burn by then.
FORD
Agency: J. Walter Thompson;
writers: Ed Gardner and Joseph
Stone: recipient: Joseph Stone,
JWT vice president.
Sound: Telephone ring: Lifting receiver
Gardner: Hello Duffy's Tavern, where the elite meet
to eat — Archie, the manager, speaking. Oh,
hello, Duffy, what's with the car? Well, for
a guy like you with a champagne taste and
a beer bank-roll there's only one answer —
buy a Ford. Yeah. I know some of them
bigger cars claim their prices is as low as
Ford, but what do they give you? You have
to kind of scrupamize it through a micro-
scope. Sure, most of them is quoting f.o.b.
Detroit against Ford delivered at the dealer's
— and they're quoting their minium prices
against Ford's maxium. And even at that
Ford is hundreds less money. Yeah, they
can't argue against Ford's quality so now
they're trying to do it with price. Well you
know, there's tricks to every trade, Duffy —
It's like when we cut down the size of the
paper plates so the hamburgers look big-
ger. All you got to remember is you can buy
a '57 Ford for hundreds less than any me-
dium-price car and you get every bit as
much automobile.
BUDWEISER
Agency: D'Arcy Adv.; producer-
writer: Bob Johnson; recipient:
Harry Chesley, D'Arcy president.
Where there's life, there's Bud.
At a snowy lodge or a sunny shore,
In the mountain's breeze
or the ocean's roar,
Bud.ioeiser Beer is the one they pour.
Whe, z there's life, there's Bud.
So enjoy every minute.
The best things in life are for you.
Life is greet so live it
And enjoy B idweiser Beer while you do.
Where there's life there's Bud.
At a penthouse or a bungalow,
Where the bright sun shines or candles glow,
Budweiser Beer is for folks who know.
Where there's life—where there's life
There's Bud — Budweiser.
Agency: Grant Adv.; creative
director: R. C. Mack; copy su-
pervisor and writer: Tom
Blanchard; producer and writer:
Ed Beatty; produced by: Special
Recordings, Detroit: recipient:
Lawrence Mcintosh, Grant vice
president.
Sound: Electric drill
Voice #1: Frank, what are you doing there?
Voice #2: Just putting some holes here in the dash-
board of my new '57 car.
Voice #1: Holes?
Voice #2: Button holes, you know. I want some but-
tons on my dash-board so my car will look
modern like the wing-swept Dodge.
Voice #1: That's swept-wing Dodge. Look, boy, noth-
ing you can do can change the looks of
this old-fashioned, boxy '57 car. You should
have bought a swept-wing Dodge in the first
place.
Voice #2: And miss out on a real bargain? — Pass me
those buttons, will you please.
Voice #1: Frank, Dodge dealers are dealing now too,
you know. Besides, what will you do with
that old-fashioned shift lever on the steer-
ing post?
Voice #2: Oh, hop in and I'll show you, you know.
First I put it in drive, then I'll unscrew the
lever. I can pretend to use the buttons.
Watch.
Sound: Car starting. Lever snaps
Voice #1: Frank, you broke the lever clean off.
Voice #2: Gee, it's stuck in reverse.
Voice #1: Frank, look out behind! Your House!
Sound: Comic crash
Voice #2: / never could see out of that little back
window.
Voice #1: Let's go see a Dodge dealer.
Voice #2: Yeah, my wife can sweep up this car later.
MARLBORO
Agency: Leo Burnett; writer —
lyrics and music: Don Tennant;
recipient: Draper Daniels, Bur-
nett vice president.
Announcer: Julie London sings the Marlboro song.
London: You get a lot to like with a Marlboro.
Filter. Flavor. Flip-top box.
Filter. Flavor. Flip-top box.
Announcer: Marlboro. Popular filter price.
Page 30 • October 14, 1957
Broadcasting
ADVERTISERS & AGENCIES continued
PEPSODENT
Agency: Foote, Cone & Belding:
recipient: A. J. Becker, FC&B
vice president.
Chorus:
Vocalist:
Chorus :
Announcer :
Chorus :
Announcer :
Chorus:
Tag:
WINSTON
Agency: William Esty; recipient:
Grant M. Thompson, Esty vice
president.
Look who's coming — Billy Brown,
The smoothest, coolest guy in town.
The chicks all seem to dig his jive.
Hey tell us Bill, how can we arrive?
It's easy Jack. Any gal gets sent
When you flash a smile by Pepsodent.
You'll wonder where the yellow went
When you brush your teeth with Pepsodent.
It's wonderfully true about new-formula
Pepsodent. Whether you believe in brush-
ing five times a day or only once, your
teeth will look their whitest with Pepsodent.
You'll wonder where the yellow went
When you brush your teeth with Pepsodent.
And new-formula Pepsodent is the best-
tasting way to fight decay. Tastes so good
kids love it, too. Best of all, Pepsodent is the
toothpaste that whitens your teeth, bright-
ens your breath and puts the plus in your
smile.
You'll wonder where the yellow went
When you go steady with Pepsodent.
And Pepsodent tooth brushes, too.
Winston tastes good like a cigarette should.
Winston tastes good like a cigarette should.
Winston gives you real flavor,
Full, rich tobacco flavor.
Winston's easy-drawing too,
The filter lets the flavor through.
Winston tastes good like a cigarette should.
TEXACO
You'll enjoy Winston, America's favorite
filter cigarette. You'll like Winston's rich,
full flavor, and the one and only Winston
filter that works so well the flavor really
comes through to you. Winston is fun to
smoke. It's America's best-selling, best-
tasting filter cigarette. Winston tastes good
like a cigarette should.
Winston tastes good like a cigarette should.
Agency: Cunningham & Walsh;
writer-producer: Joe McDon-
ough; music: Ralph Burns; re-
cipient: John P. Cunningham,
C&W president.
Announcer: Now at Texaco's Tower of Power, Texaco's great
new gasoline, Skychief Supreme.
Chorus: Texaco's Tower of Power.
New gasoline, Skychief Supreme.
Texaco's Tower of Power.
, New Skychief Supreme gives cars new go.
Skychief Supreme from Texaco.
Announcer: Texaco's Tower of Power is where you get Sky-
chief Supreme gasoline — for supreme economy,
supreme power, supremely longer engine-life.
Skychief Supreme, supercharged with Petrox,
will give you more miles. Based on driving 10,500
miles a year, you can get a bonus of up to 1,000
extra miles.- Get your 1,000-mile bonus with
Texaco Skychief Supreme. At Texaco's Tower of
Power.
Chorus: Texaco's Tower of Power.
Broadcasting
SINCLAIR'S DELANEY
in those lesser markets would obviously be
much less than that of the primary cities. If
our estimates were fairly accurate, then Sin-
clair, for the first time in its history, could
. . . cover some additional 360 cities with
a schedule of 15 spots per week, each week,
all year, while the major markets would get
schedules ranging from 40 to 200 spots per
week."
So, Sinclair was off and running. Time-
buying began last April, and by the end
of June the campaign was buttoned: 445
cities, 900 stations, a total of 10,000 safety
spots weekly to the end of the year on
practically every radio station in the very top
markets, and on every station in many
other markets.
Already, according to Mr. Delaney, sur-
veys show a high percentage of men having
heard the Sinclair spots — 47% of the men
in Sinclair's territory, according to Gallup,
and consumer recognition jump from 38%
to 67% in 12 smaller cities sampled by
Trendex.
Summing up, Mr. Delaney said of his
company's radio spot drive: "More than
half the population heard and remembered
it, an overwhelming majority of our field
personnel want it continued in 1958 and it
was accomplished with a reasonable and
affordable budget."
TRANS WORLD AIRLINES INC
No one medium can do an exclusive job
for the airlines, Henry G. Riegner, assistant
general advertising manager of TWA, ex-
plained. But, TWA is using radio more and
more — spot radio use has gone up 1,000%
in the past five years, a period in which
TWA's total advertising budget has increased
100%.
Predicted Mr. Riegner: "If this same
trend continues, we soon [in a few years]
will be spending $1 million annually in spot
radio alone.
Why will radio continue to be used by
airlines? The nature of the business, Mr.
Riegner explained. The airlines' product
for sale is never the same in any two cities
— "We are not selling planes or service . . .
but a travel ticket and this varies from city
to city." At first, after seeing how non-
scheduled air coach carriers after World
War II used spot radio (in bursts for a
definitely set flight and then discontinued
the spots), TWA went into spot to cure
"ailing" flights. TWA discovered that this
technique brought quick and favorable re-
sults.
TWA was convinced that spot radio
would work equally well against major com-
petition on an around-the-calendar basis
October 14, 1957 • Page 31
ADVERTISERS & AGENCIES continued
TWA'S RIEGNER
and the airline reasoned that spot could be
bought on a contract basis with the message
changed to suit current needs. TWA now
buys spot in the 10 heaviest income produc-
ing cities on the carrier's routes with fre-
quency depending on the type of package,
seriousness of competition and ratio of cost
to revenue expected (spot use varies from
6-12 weekly to 40-50).
GROVE LABS INC.
"Radio is doing the job for Grove Labs,"
was the testimonial of R. W. Testement,
advertising manager for Grove. Detailed in
Mr. Testement's talk: Radio use by Grove's
three distinct, but competitive cold reme-
dies— 4-Way Cold Tablets, Bromo-Quinine
and Citroid.
Each product has found a formula that
uses radio to the best advantage in its mar-
keting objective. For example, Citroid has
found the combination of spot radio satura-
tion and newspapers to be very profitable;
4-Way Cold Tablets divides its budgets
evenly between network and spot with
Negro market stations especially solicited,
and Bromo-Quinine, whose budget is 100%
in radio, also splits evenly between network
and spot.
Citroid went into 1 8 radio test markets,
using a "'reason why" copy theme, in ad-
vance of this year (last year, Citroid's budget
was 70% in newspapers and 30% in spot
tv). Radio was used with newspapers in the
test markets. Result: radio's economy per-
mitted high saturation within the budget's
limitations. Now, in all major markets where
radio is employed, Citroid buys dominating
schedules. Citroid's agency (Dowd, Red-
field & Johnstone) uses a predetermined
goal of total rating points for each radio
market, rather than purchase of a specific
number of spots. This buying method calls
for 90 spots weekly during the cold season
in some markets, while 50-60 spots suffice in
others.
Citroid in its commercials is enraptured
with radio's impact and subsequently uses
GROVE'S TESTEMENT
Page 32 • October 14, 1957
well-known news commentators to give the
product a "newsy feeling and believability."
The economic factor figures predomi-
nantly in 4-Way's radio pattern of buying
frequency at low cost. In important mar-
kets, the advertiser averages 50-90 spots
weekly. Negro stations in some 30 cities
form a key part of the 4-Way buying pat-
tern. In its commercials, 4-Way seeks
authenticity through the voices of well-
known actors and singers. Half of the radio
budget is devoted to CBS Radio, the other
50% to spot radio.
"Radio could be said to have built Bromo-
Quinine's business to what it is today," Mr.
Testement said. Some 30 participations
weekly are placed on NBC Radio's Monitor,
forming about half of the B-Q radio budget.
The other 50% is devoted to spot radio,
covering approximately 100 markets. The
voice of Joe Louis is used in commercials to
attract the Negro market. Mr. Testement
spoke of still a fourth Grove product —
Fitch's shampoo. Basis for radio here is:
Unduplicated cumulative audiences can be
obtained continuously by scattering spots
through different periods of a week. Grove
now has revived the old "Fitch Bandwagon"
name taken from the former network show,
has modernized the format, fitting it to the
pattern of today's radio. Thus, 10 five-
minute segments, using the Bandwagon
theme song followed by a pop tune, have
been placed on NBC Radio's Monitor.
BEST FOODS INC.
Best Foods is "all het up about one
medium" — radio — for doing an "outstanding
job of overhauling itself and offering a
better line."
The speaker, Albert Brown, vice presi-
dent of advertising and public relations of
Best Foods, New York, expressed his firm's
use of radio for five products as: "more
dollars in radio today than we had in
the early days of the medium." "Radio,"
he extolled, "has brought out a new model
at attractive prices and presented it to pros-
pects with canniness and conviction." And,
Best Foods "heavy use of radio" started
only two months ago for all five products.
Hellman's mayonnaise is using local radio
in selected markets for extra circulation and
frequency. He said he thought Best Foods
had achieved an imagery transfer from
space to sound in its advertising. For Rit
dyes, flexibility of radio was a decisive
factor in selecting it as a primary medium —
thus, a large quantity of spots augment day-
time serials and weekend shows. Bulk of the
Rit budget is in radio. Because of seasonal
demands and a variety of uses for the
product, 15 different spots with variations in
song lyrics and copy were transcribed for
Rit.
Fanning's Bread and Butter Pickles was
the toughie product for Best Foods be-
cause unlike many food processors, Best
Foods packs only a single size of one
BEST FOODS' BROWN
type of pickle. Radio was used because of
the small budget and the scheduling of
three sales drives yearly. Thus, the Fanning's
spot (single commercial cut) will be broad-
cast on one network for one week only
three times in the year.
For Shinola shoe polish — sold in three
forms, paste, color liquids and white —
radio's flexibility once again showed the
way for a solution to the advertising prob-
lem. Shinola is using network radio in
conjunction with Rit and also on local
spot in many markets. Radio is the only
medium being bought by Best Foods for
this product, and, Mr. Brown said: "I
hope in time to be able to say we have
broken through the sales barrier because
radio is the sole medium."
For still another Best Foods' product —
Nucoa margarine — the strategy is: radio
network serials and weekend spots along
with saturation spot in selected markets.
UNIVERSAL C.l.T. CREDIT CORP.
Local radio use is the advertising impetus
for Universal C.l.T. Credit (auto loans
via dealers) since there is no product to
sell but a service, according to Universal's
national advertising manager. Robert H.
McKennee.
Company's objective has been to identify
its name and service with automobile dealers
and create goodwill (in the manner of -in-
surance companies) among the public in
territories served.
■ Radio fits in by spotting messages in
territories in which dealers and salesmen
can hear the commercials, thus care is
exercised to select stations covering the
total area embraced by the company's
branch offices.
Mr. McKennee noted that Universal
C.l.T. did very little national advertising
before 1955— about $20,000 in 1954. But
in 1955 the figure was up to $2 million,
mostly in print. This year, the radio cam-
paign test covers six markets.
C.l.T.'S McKENNEE
Broadcasting
BIG and STRONG
NCS No. 2 CIRCULATION
DAYTIME HOMES
NIGHTTIME HOMES
WEEKLY
DAILY
WEEKLY
DAILY
WHO-TV
Station B
Station C
181,490
175,650
176,340
121,620
123,430
104,930
21 1,500
204,280
218,690
166,460
163,920
148,320
NCS No. 2 proves that more Central Iowa
families tune to WHO-TV every day, than to any
other Iowa television station.
NCS No. 2 covered 54 counties, with Des Moines'
home county of Polk accounting for only 243%
of the total television homes!
Because it is backed by 33 years of broadcasting
integrity, public service and believability,
WHO-TV — like WHO Radio — assures adver-
tisers of BIG audiences . . . BIG results.
WHO-TV is part of
Central Broadcasting Company,
which also owns and operates
WHO Radio, Des Moines
WOC-TV, Davenport
GUARlw
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
-WHO-TV
WHO-TV
V WHO-TV
WHO-TV
WHO -TV
WHO-TV
/ WHO-TV \
LIFE WHO-TV^ )
WHO-TV ( I
HO -TV y /
WHO-TV /,
WHO-TV ( * v,
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
' j WHO-TV
/ WHO-TV
I WHO-TV
NWHO-TV
\ WHO -TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
Channel 13 • Des Moines
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
Peters, Griffin, Woodward, Inc.
National Representatives
\ WHO-TV
WHO-TV
Affiliate
Broadcasting
October 14, 1957 • Page 33
tcntli in a series of 12 ads based on the sisns of the zodiac
RESOURCEFUL • PERSISTENT
...and twelve months out of every year stations
under the sign of MEEKER benefit by:
RESOURCEFUL research geared specifically toward
solution of individual sales problems.
Qualitative analysis in depth by a qualified
research department.
PERSISTENT perusa| 0f more effective
sales methods and a more
efficient organization,
all working toward
increased sales and
better service.
the meeker company, inc.
radio and television station representatives
new york Chicago san f rancisco los angeles Philadelphia
Page 34 • October 14, 1957
Broadcasting
ADVERTISERS & AGENCIES continued
MONARCH REALIGNS
SELLING STRATEGY
• Broadcast allocation trimmed
• Firm plans first print drive
The wine is the same — only the adver-
tising flavor has been changed. That is the
substance of the long-awaited "new look"
in Monarch Wine Co.'s advertising program
announced last week by its new agency,
Lawrence C. Gumbinner Adv. Last summer
Monarch split with its former agency, Emil
Mogul Co., New York, over a "difference
in advertising concepts" [Advertisers &
Agencies, July 22, 29], reportedly brought
about by a Monarch-ordered "depth study"
by motivation researcher James M. Vicary.
While at the outset of the new campaign
— starting today (Monday) — the budget is as
high as it was at the Mogul agency, roughly
$1.5 million, broadcast allocations have been
trimmed to make way for Monarch's first
print drive in its history. Where Mogul's
broadcast allocations came to 80% of the
budget — $300,000 going towards merchan-
dising and point-of-sale promotion — Gum-
binner's radio-tv allocations for the present
time will be 60% of the budget, but this
percentage may be changed early next year,
when the Monarch budget reportedly will be
increased considerably.
Where the proportion at Mogul of radio
to television came to $720,000 to $480,000
on a yearly basis, television at Gumbinner
will be the prime broadcast medium. From
now through Dec. 31, for instance, Gumbin-
ner will spend $285,952 in tv spot, $34,738
in radio spot. As of last week, neither the
agency nor the client had settled upon an
annual budget figure for the calendar year
1958. Certain at this time is that radio — once
. Manischewitz' No. 1 tool in forging sales —
is going to play a less significant role, with
the agency spending five tv dollars for every
single radio dollar. Explains Radio-tv Vice
President Paul Gumbinner: "We want more
pictures than sound."
There will be 48 stations used in 29 tv
markets and 30 stations in 26 radio mar-
kets. The markets do not overlap. Television
spots of one-minute duration will be aimed
primarily at the nighttime family audience,
while daytime radio spots — one minute and
20 second variety — will be placed adjacent
to news programs.
As reported earlier, the live-patter disc
jockey ad-lib, once the mainstay of Mani-
schewitz' on-air promotion, is out. This was
one of the company's sore spots as high-
lighted by the then much discussed Vicary
report. According to the client, the ad-libs
delivered by disc jockeys from a Mogul-
prepared copy platform did not enhance the
name "Manischewitz," but on the contrary,
did much to "debase" the product image.
The Mogul agency vehemently disagreed,
citing sales growth figures that it said proved
Mr. Vicary wrong. From here on, the Gum-
binner executives declared, all radio spots
will be pre-recorded.
Other changes: Where once the word
"kosher" was stressed in air copy, it too, has
been dropped. (Nonetheless, the familar
Manischewitz Star of David "trademark"
will remain, as will the word "kosher," on
the label of the four-square bottle.) The
well-known "Man, oh, Manischewitz" jingle,
once the keystone of the Monarch broad-
cast program, has been reorchestrated and
placed in low-key as opposed to "hard sell."
Retention of the theme, a Gumbinner
spokesman said attests to the slogan's suc-
cess at the hands of the former agency,
Emil Mogul Co. Furthermore, the jingle — or
a phonetic spelling of it — ("Man, oh Mani-
shev-its") will appear as a pronunciation
guide" in the print ads, budgeted for the re-
mainder of 1957 at $211,000. This figure,
representing ads in Life and Ebony as well
as some 30 newspapers, is less than the tv
allocation alone.
According to Agency President Milton
r
EXECUTIVES in Miami for the Chrysler Corp. press show got away from cars
when Storer Broadcasting Co. entertained them on a deep sea fishing trip. One party
included (1 to r) Jack LeGoff, chief announcer of WJBK-TV Detroit and Storer's
automotive editor; Mrs. LeGoff; W. D. (Pete) Moore, director of advertising and
merchandising, Dodge Div. of Chrysler; Art Schofield, Storer vice president for
advertising and sales promotion; Frank Hedge, public relations director, McCann-
Erickson Inc., one of Chrysler's agencies; Lou Hagopian, advertising and sales pro-
motion director, Plymouth Div.; A. E. Kimberly, DeSoto Div. chief engineer, and
Clare Briggs, sales vice president, Chrysler Div.
Goodman, the Manischewitz musical theme
has "been moved out of Tin Pan Alley and
into Carnegie Hall." His reference was to
the lack of orchestral music and the sub-
stitution of the Ray Charles Singers. The
"soft-sell" commercial is delivered in
"lip-smacking terms" by announcer Mel
Brandt. The visual version featuring dra-
matic presentations was made by Tv
Graphics Inc., New York.
The biggest change in the Manischewitz
air campaign is the appeal to all consumers
on all occasions, as opposed to the old "spe-
cial group appeal." The principal copy
theme, "Everybody's wine . . . because it
tastes so good," is geared to shatter the
image of Manischewitz as a Jewish cere-
monial wine.
Handling the campaign will be Sumner
H. Wyman, the agency's merchandising vice
president; Chester Herzog, recently-appoint-
ed account executive and former Norman,
Craig & Kummel and Biow Co. account man,
and Mr. Gumbinner and staff. Mr. Herzog
brings to the account considerable experi-
ence in the alcoholic beverage field, having
worked on the Jacob Ruppert Brewery ac-
count while at Biow and Blatz at NC&K.
Extensive Tv Budget Included
In Media Plans for Ipana Plus
As part of a campaign said to represent
the "biggest advertising and promotion push"
ever to introduce a new Bristol-Myers prod-
uct, the company last week announced de-
tails of an extensive television schedule to be
used later this
month to launch
Ipana Plus, a new
squeeze bottle den-
tifrice. The agency
is Doherty, Clif- :
lord, Steers & 9^J^^
Shenfield, New
York.
Though Bristol-
Myers officials declined to divulge the
amount to be spent, they said the budget
would be "about twice the size" of the
amount for the recent introduction of Ban
and Bufferin by B-M. One-minute film com-
mercials will be used on Playhouse 90 (CBS-
TV, Thurs., 9:30-11 p.m.), Alfred Htich-
cock Presents (CBS-TV, Sun., 9:30-10
p.m.), and Tombstone Territories (ABC-
TV, Wed., 8:30-9 p.m.). Over a three-week
period beginning Oct. 28 more than 2,000
IDs, a shorter version of the same film, will
be spotted in 104 key markets. Live com-
mercials will be scheduled on Arthur God-
frey Time, a simulcast on CBS Radio and
CBS-TV.
The copy prepared by DCS&S stresses the
convenience and the economy of the new
packaging.
Allen to Address Pulse Luncheon
NBC-TV star Steve Allen will be guest
speaker at the annual luncheon of The
Pulse Inc. Oct. 23 at the Terrace Room of
the Hotel Plaza in New York. This will be
Pulse's 16th annual luncheon, with adver-
tiser, agency, network and station execu-
tives invited to attend.
Broadcasting
October 14, 1957 • Page 35
ADVERTISERS S AGENCIES continued
RAMBLER PICKS RADIO FOR DRIVE
• American Motors pins its hopes on fast-rising small car
• Having dropped tv, carmaker boosts network, spot radio
Rambler's hot for radio — both network
and spot.
The American Motors Corp. car, which
looms as the No. 1 entry in AMC's stable
now that the carmaker is discontinuing
Nash and Hudson, has been burning up the
track — saleswise — due to radio. So claims
Rambler Advertising Manager E. B. Brogan
in a "progress report" on Rambler issued
last week by the client's agency, Geyer
Adv., New York.
According to Geyer, Rambler's radio
messages are not just reaching a sizable
weekend audience, they "can also be
credited with producing a good share of
this year's extraordinary sales successes."
The unique factor is that network radio
has been an "economy" buy, which will
now represent slightly less than 10% of
the total Rambler advertising budget for
the fiscal year 1958, effective this past Oct.
1. This will be an approximate 50% in-
crease over previous network radio alloca-
tions.
Rambler's 1957 model output, accord-
ing to last week's Automotive News, the
auto industry's trade journal, was up from
1956's 66,573 to 84,627. The industry as
a whole for 1957 turned out 6,210,724
units, a drop of 84,856 units from 1956's
model output of 6,295,580.
Rambler has a price range of $1,920 to
$2,285 (without extras). For the first six
months of this year, Rambler sales roared
ahead to 43,940 units as against the first
six months of 1956's 36,380 units. For the
fiscal year ending Sept. 30, Rambler clocked
a 31% gain over the comparable sales figure
for the preceding fiscal year, and for June
alone, Rambler sales soared 120.9% over
the June 1956 sales figure. Not only is
consumer reaction heartwarming to AMC,
but with 522 dealers having been franchised
since Jan. 1, Rambler's dealer sales force
now tops 2,200.
Behind these otherwise cold statistics
stands radio. Although AMC rates among
the low men on the Detroit advertising
totem pole, with a total 1956 advertising
expenditure of but $14.5 million (a con-
siderable comedown from the 1955 budget
of $18 million), and although it has leaned
heavily on television the past few years
via its participating sponsorship of ABC-
TV's Disneyland (from the 1954-55 season
through this past summer) , radio is in for
the Cinderella treatment. Reason: network
tv sponsorship has been dropped — with tv
now limited to spot — and the radio budget,
roughly $570,000, is about to be doubled.
Notes Mr. Brogan: ". . . the immense size
of our competitors' budgets — the sheer
weight of their advertising — makes it doubly
important for us to be able to take ad-
vantage immediately of every such new
sales opportunity."
For Rambler, a compact, economical auto
with "big car capacity," most of its radio
allocations have gone into NBC Radio's
Monitor. On the NBC weekend radio service
program since the spring of 1956 — actually
it had tested or made sporadic use of Mon-
itor back in 1955, thus was the program
series' first auto sponsor — Rambler orig-
inally spent an average of $5,000 a weekend
for a 5-6 week period, today places 20 spots
a weekend (major-minor position with
Plough Inc.) and has upped its weekend
expenditures to $12,000 (rate card figures).
For the present cycle, Rambler has signed
for four 13-week contracts, last year pur-
chased approximately $500,000 worth of
NBC Radio time.
With Rambler officials refusing to specify
radio allocations, and with PIB figures not
covering radio expenditures, it is practically
impossible to gauge the amount of spot
purchasing — a matter that is complicated
further still by the fact that some 600 Ram-
bler dealers have bought a considerable
amount of spot on their own, using co-op
funds (expected to be eliminated) as well as
Geyer-produced transcriptions. These deal-
ers, especially in the large cities such as
Detroit and San Francisco, have bought —
and are buying — local schedules adjacent to
the company spot announcements on the
newscasts.
How has Rambler used radio to its best
advantage? According to Mr. Brogan, Ram-
bler has cashed in on radio's "wonderful
capacity" of transmitting humor by em-
ploying the shocking, bombastic "Old Phil-
osopher" pitch that could not help but at-
tract the motorist's attention. Opening with
the melancholy strain of an accordion play-
ing "Beautiful Dreamer," Eddie Lawrence
lugubriously spoofed the big car craze by
asking:
"Hey there, friend. You say you bought
a car so bulky and long you need a fireman
up in back to turn the rear wheels? And
when you park, you have to put money in
two meters? And the cops keep wavin' you
over to the truck line? And everytime you
go by a bus stop, the crowds scream for
you to stop? Is that what's troubling you,
Bunky?"
Thus, having set the listener up for the
kill, Mr. Lawrence, accompanied by crash-
ing cymbals, would tell him to "go Ram-
bler." He did.
Then, too, Rambler has taken advantage
of Monitor's flexible, on-the-spot reporting
techniques by airing the June 23-24, 1956
Rambler "cross country" economy gas run
which, though in essence a commercial, got
the "editorial news feature" treatment [Ad-
vertisers & Agencies, July 9, 1956].
Another indication of how Monitor
worked for AMC was the on-air weekend
promotion of the mile-o-dial, a free card-
board gadget which allowed a motorist to
figure out the number of miles per gallon
he received from his present car (obviously
designed to disenchant the driver with his
then-present model). Plugged on Monitor
no more than 10 times, a great many
Rambler dealers claimed to have had their
supplies completely exhausted by the next
Monday morning.
Network radio has to date accounted for
approximately 8% of Rambler's overall
budget, but to Mr. Brogan, it's been worth
its sound in gold. Neither agency nor client
would divulge the exact amount of Ram-
bler's budget. The larger share of AMC
appropriations go to the Kelvinator and
Leonard home appliance divisions (print) as
well as international advertising. AMC's non-
auto divisions also shared billboard space
on the Disneyland program.
Mr. Brogan said last week that his dealer
force has had no trouble at all disposing of
1957 rolling stock by Sept. 30 — thanks to a
large degree to radio. Among the facets of
radio he likes particularly: (1) low cost mer-
chandising on a national level, (2) the op-
portunity of gaining sales message frequen-
cy, (3) extra product identification through
opening and closing billboards, (4) adapt-
ability to last minute changes and insertions,
(5) prestige, particularly when sponsoring a
show like Monitor which he describes as "a
desired and valuable news service."
"We feel," he declared, "that the flatter-
ing public reaction to our approach has re-
sulted in substantial good will for the com-
pany— and while this is intangible at the box
office, so to speak — good will is extremely
potent as we launch the 1958 Rambler."
With network tv just about out of the
Rambler picture for the balance of the year
(it spent $724,412 of its half-year — calendar
— budget of $1.5 million up to June 30, all
of it on Disneyland), Rambler will make
Page 36 • October 14, 1957
Broadcasting
more extensive use of Monitor starting in
about two weeks, when the new Ramblers
start rolling into dealers' showrooms. Some
tv spot certainly will be used, points out
Geyer radio-tv vice president Ray Mauer.
Though AMC officials are quite upset about
the allegation that they have cut back tv in
order to allow for more radio spot, prefer-
ring instead to say that "the essence of suc-
cessful advertising is a change of pace," a
quick look at AMC's fiscal situation will
prove the contention.
During the first three quarters of the 1957
fiscal year (Oct. 1, 1956-July 1, 1957), AMC
sales dropped from $320 million to $288
million, in turn registering a $6.5 million
loss for the first nine months of the fiscal
year. This loss was but a third of what AMC
reported lost for the previous fiscal year,
due in part to its disposal of some $10.5
million worth of Ranco Inc. (AMC sub-
sidiary) stock. While Rambler roared ahead
in sales, Nash and Hudson lagged woefully
behind, with the end result being the aban-
donment last month of both those models.
With AMC forced, therefore, to measure
success in terms of reporting reduced losses,
observers reason that a principal way of
cutting costs still further was to curtail tv.
From here on in, AMC's automotive di-
vision will put all of its chips on the small
car production, with the exception being the
standard sized Rambler Ambassador model,
and it will enlarge both Rambler and Metro-
politan lines to include some 20 different
models. And what better way, figure both
AMC and Geyer executives, of selling small
cars is there than making big car owners
dissatisfied with their present makes via
weekend — and roadside — radio?
Western Region of AAAA
Elects Guild Chairman
Walter Guild, president, Guild, Bascom
& Bonfigli, San Francisco, was elected 1958
chairman of the Western Region of the
American Assn. of Advertising Agencies
Friday at the open-
ing of the region's
20th annual con-
vention at Sun
Valley, with more
than 400 members
attending. Other
new officers are
Norton W. Mogge,
Mogge-Privett, Los
Angeles, vice chair-
man, and Robert
Knollin, Knoll in
MR. guild Advertising
Agency, San Fran-
cisco.
New governors elected: Reinhart Knud-
sen, Botsford, Constantine & Gardner,
Seattle; Ivan Shun, Advertising Counsellors
of Arizona, Phoenix; Virgil A. Warren, Vir-
gil A. Warren Co., Spokane; Roy Campbell,
Foote, Cone & Belding, Los Angeles, retir-
ing chairman; George Clinton, Joseph R.
Gerber Co., Portland.
Elected ex-officio governors were Alfred
A. Atherton, Atherton Advertising Agency,
Los Angeles, chairman of the Southern
California council; George B. Richardson,
Young & Rubicam, San Francisco, chair-
man of the Northern California council;
Milton Foland, Pacific National Advertising
council; Donald B. Kraft, Honing-Cooper.
Seattle, chairman of the Puget Sound coun-
COLORCASTIN^
The Next 10 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
Oct. 15, 22 (9:30-10 p.m.) Red
Skelion Show, S. C. Johnson & Son
through Foote, Cone & Belding and
Pet Milk through Gardner Adv.
NBC-TV
Oct. 14-18, 21-23 (1:30-2:30 p.m.)
The Howard Miller Show, participat-
ing sponsors.
Oct. 14, 21 (7:30-8 p.m.) The Price
Is Right, Speidel through Norman,
Craig & Kummel.
Oct. 15-18, 21-23 (3-4 p.m.) Matinee
Theatre, Participating sponsors.
Oct. 15 (8-9 p.m.) Eddie Fisher Show,
RCA-Whirlpool through Kenyon &
Eckhardt and Liggett & Myers through
McCann-Erickson.
Oct. 16, 23 (9-10 p.m.) Kraft Televi-
sion Theatre, Kraft Foods Co. through
J. Walter Thompson Co.
Oct. 17 (7:30-8 p.m.) Tic Tac Dough,
Warner-Lambert through Lennen &
Newell.
Oct. 17 (9:30-11 p.m.) Hallmark Hall
of Fame, Hallmark through Foote,
Cone & Belding.
Oct. 19 (1:15 or 2:15 p.m. to con-
clusion) NCAA Football Game, partic-
ipating sponsors.
Oct. 19 (8-9 p.m.) Perry Como Show,
participating sponsors.
Oct. 19 (10:30-11 p.m.) Your Hit
Parade, Toni through North Adv. and
American Tobacco through BBDO.
Oct. 20 (6:30-7 p.m.) My Friend
Flicka, sustaining. •
Oct. 20 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Oct. 20 (9-10 p.m.) Dinah Shore's
Chevy Show, Chevrolet through
Campbell-Ewald.
Oct. 22 (8-9 p.m.) George Gobel
Show, RCA-Whirlpool through Ken-
yon & Eckhardt and Liggett & Myers
through McCann-Erickson.
cil; Robert Coons, Virgil A. Warren Adver-
tising, Spokane, chairman of the Spokane
council.
*Mr. Guild has been in the agency business
since the late 1930s, following a varied
career as musician, orchestra leader, radio
producer, director and actor. The agency
he heads was organized in 1949, when it
billed $200,000, and has had a rapid growth
with billings of $10 million this year.
Wolf Leaves Ruthrauff & Ryan
Over Differences in Policy
George Wolf, vice president and director
of the radio and television department of
Ruthrauff & Ryan, New York, for 3Vi years,
has resigned be-
cause of a differ-
ence of opinion
with the newly
merged E r w i n
W a s e y manage-
ment over the
structure and ad-
ministration of the
new radio and tv
department.
Under the origi-
nal plans of the
R&R and Erwin
Wasey merger, Mr.
Wolf was to be vice president and in charge
of the department, with Rollow Hunter, di-
rector of radio and television for Erwin
Wasey, reporting to Mr. Wolf. But in view of
Mr. Wolf's resignation, Mr. Hunter prob-
ably will head the department for the
merged agencies. Mr. Wolf prior to joining
R&R was vice president at Geyer Adv. and
before that was with Foote, Cone & Belding
for seven years.
Dyke, Y&R V.P., Retires
Ken R. Dyke, vice president of Young &
Rubicam, New York, has retired from the
agency and the advertising business, it was
announced last week. Mr. Dyke joined the
agency in 1949 as vice president in charge
of publicity and public relations and sub-
sequently served as assistant to Sigurd Lar-
mon. president of the agency, and more
recently as vice president in the Y&R's
international division. Before joining Y&R
he was vice president in charge of pro-
gramming at NBC. A former chairman of
the board of Assn. of National Advertisers,
he was a brigadier general in World War
II on the staff of Gen. Douglas MacArthur.
Vernon Buys Control of Ruppert
Firmly scotching earlier reports this past
summer that Jacob Ruppert Brewery, New
York, was on the block, board chairman
Murray Vernon has taken full control of
the brewery by acquiring 84,000 shares of
stock. The Anheuser-Busch (Budweiser)
Brewing Co., St. Louis, attempted to buy
out Ruppert several months ago, but nego-
tiations fell through. The 84,000 shares were
purchased from Mrs. Anna Schalk Krieger
and J. Ruppert Schalk. No price was issued.
Ruppert sponsors local telecasts of sports
events and uses considerable spot. Agency is
Warwick & Legler, New York.
Broadcasting
October 14, 1957 • Page 37
ADVERTISERS S AGENCIES continued
BUSINESS BRIEFLY
WHO'S BUYING WHAT, WHERE
CHEER LEADING • Procter & Gamble
(Cheer), Cincinnati, launching 13-week spot
tv campaign in more than 60 markets
using nighttime periods. Company also re-
ported to be starting spot tv effort on same
date for Spic 'n' Span in equal number of
markets. Agency: Young & Rubicam, N. Y.
SECRET SERVICE • Both client and
agency are clamming tight on details, but
new radio-tv spot campaign will start late
this month or early November for "Product
X" for Nestle Co., White Plains, N. Y.
Dancer-Fitzgerald-Sample, N. Y., Nestle's
Agency, currently is calling for availabilities.
Campaign reportedly is set for four weeks,
will hit northeast and middle west markets,
plus Florida.
SOUTHERN EXPOSURE • International
Minerals & Chemicals Corp. (Potash Div.),
Chicago, has purchased undisclosed number
of southern markets for new rural farm tv
series, Cross Country, being produced and
distributed by division of Fred A. Niles
Productions Inc., Chicago-Hollywood film
firm. Agency: Aubrey, Finlay, Marley &
Hodgson, Chicago. Other advertisers are be-
ing offered spot participations on "custom-
made network of tv stations" claimed to
comprise about 30 million rural viewers. Sta-
tions will retain option to sell spots locally
or through advertisers selecting own mar-
kets for half-hour film series to include spot
news, features and some entertainment, plus
narration by stations' tv farm directors.
SPOT OF TEA • Salada Tea Co., Boston,
breaking seven-week spot tv campaign Oct.
14 using limited number of stations in major
markets, concentrating on daytime program-
ming with one-minute and station-break
announcements. Agency: Sullivan, Stauffer,
Colwell & Bayles, N. Y.
PEAK PERFORMANCE • Commercial
Solvents Corp. (Peak anti-freeze), N. Y., is
completing its buying of spot tv markets.
Total of about 55 markets to be used with
varying starting dates this month. Cam-
paigns run about six weeks. Fuller & Smith
& Ross, N. Y., is agency.
TRAIN SCHEDULE • Grey Adv., N. Y.,
developing television campaign for Lionel
Train Co., which will run tv spots in top
35 major markets, starting in November
for Christmas promotion.
PARLIAMENTARY PROCEDURE • Par-
liament cigarettes, N. Y., placing radio and
television spot schedule starting Oct. 13 in
about 20 markets. Contract is for at least
13 weeks, may be extended. Agency: Benton
& Bowles, N. Y.
SATURATION TEST • Miles California
Co., Los Angeles, today (Monday) launches
one-market experiment in use of saturation
radio in selling cold remedy (Alka-Seltzer).
This week, four stations in Fresno, Calif.,
will broadcast 145 radio announcements
incorporating new "swallow away" theme
being introduced nationally on tv. From
then on, volume of spots each week will
vary in accordance with weather conditions,
schedule to be based on forecasts provided
by Irving P. Krick Assoc. Campaign will
run for nine weeks, pause for holidays and
resume for another nine if results of first
nine warrant. Wade Adv., L.A., is agency.
Company also has started new film series,
Harbor Command, half-hour a week of six
west coast stations: KTTV (TV) Los An-
geles, KFMB-TV San Diego, KRON-TV
San Francisco, KSBW-TV Salinas, KGW-
TV Portland and KHQ-TV Seattle.
SPOT FLIGHT • As expected, Northeast
Airlines Inc., Boston, is taking to airwaves
via spot, following change of agency from
Chamber & Wiswell, Boston, to J. Walter
Thompson Co., N. Y. JWT already is buy-
ing some spot radio markets all along north-
east coast.
READY TO GO • Norwich Pharmacal Co.
(proprietary medicines, drugs), Norwich,
Conn., to start television spot schedule us-
ing minutes and chain breaks effective Oct.
21 for six weeks in number of markets.
Benton & Bowles, N. Y., is agency.
REVVING UP • Johnson Motors (outboard
motors), Waukegan, 111., has signed for
three NBC-TV Bob Hope Show specials.
Firm will co-sponsor show with U. S. Time
Corp. (Timex) on Feb. 6 (Thurs., 8:30-9:30
p.m.), March 2 (Sun., 9-10 p.m.) and April
5 (Sat., 9-10 p.m.). Agencies are J. Walter
Thompson, N. Y., for Johnson and Peck
Adv., N. Y., for Timex.
LEASE ON LIFE • Westinghouse Electric
Corp., Pittsburgh, has renewed its sponsor-
ship of Studio One (CBS-TV, Mon., 10-11
p.m.), for two years effective Jan. 1. Two
year contract is "firm" and includes no op-
tions. Show may originate on West Coast,
but no definite decision has been made yet
by network or McCann-Erickson, N. Y.,
agency for Westinghouse.
TONI TAKES TEMPLE • Toni Co. Div.
of Gillette Co., Chicago, has signed to
purchase one-minute participation in each
of four Shirley Temple feature films to be
carried on NTA Film Network on 63
stations starting Oct. 20. Agency is North
Adv., Chicago. Films are incorporated in
package called Holiday Special. With Ideal
Toy Co. already signed for one-third spon-
sorship of package, five one-minute partici-
pations are open on each of the four tele-
casts.
OUTBOARD ON BOARD • Evinrude
Motors Div., Outboard Marine Mfg. Co.,
Milwaukee, has ordered participation
schedule on NBC-TV's Today (Mon.-Fri.,
7-10 a.m.), calling for total of 40 partici-
pations over 29 weeks starting Nov. 1 1 . Ad-
ditionally, firm has ordered six pre-Christ-
mass participations in network's Tonight.
Agency is Cramer-Krasselt, Milwaukee.
General Foods to Buy S.O.S. Co.
General Foods Corp., White Plains, N. Y.,
will acquire the S. O. S. Co., Chicago,
(scouring pad manufacturer), by Dec. 31,
according to Charles G. Mortimer, G. F.
president, and Charles Kendrick, S. O. S.
president. George W. Brooks, vice presi-
dent and general manager of S. O. S. op-
erations, will continue to manage the busi-
ness as a division of General Foods. S. O. S.
agency is McCann-Erickson, New York.
Chicago Agency to Expand Radio-Tv
Burlingame-Grossman Adv., Chicago,
plans an expansion of its radio-tv depart-
ment in the wake of its acquisition of the
staff and facilities of Ron Terry Produc-
tions, former agency specializing in broad-
cast media. S. W. Grossman, B-G president,
announced four members of the account
service staff of the Terry agency have
joined his organization in similar capacity.
They are Ron Terry, Walter Sherwood,
Gloria Lynn and M. R. Rosen. Burlingame-
Grossman has several accounts but has not
been too active in radio-tv media.
HOW PEOPLE SPEND THEIR TIME
THERE WERE 123,417,000 people in the U. S. over 12 years of age during the
week Sept. 29-Oct. 5. This is how they spent their time:
67.5% ( 83,306,000) spent 1866.1 million hours watching television
53.8% ( 66,398,000) spent 934.2 million hours listening to radio
81.8% (100,955,000) spent 400.7 million hours reading newspapers
30.2% ( 37,272,000) spent 179.2 million hours reading magazines
25.3% ( 31,225,000) spent 371.6 million hours watching movies on tv
29.2% ( 36,005,000) spent 150.0 million hours attending movies
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
• All figures are average dally tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Page 38 • October 14, 1957
Broadcasting
WDAY-TV DELIVERS
520% MORE FARGO-MOORHEAD HOMES
THAN STATION "B"!
WDAY-TV June 1956
7-City Area ARB*
12:00-5:00 P.M.
403% MORE
5:00-6:00 P.M.
468% MORE
STATION 6:00 - 10:00 P.M.
"B" 118% MORE
10:00 P.M. - Sign-Off
400% MORE
j
*North Dakota— Valley City, Wahpeton, Hillsboro, Fargo.
Minnesota — Breckenridge, Fergus Falls, Moorhead.
That's right! — December, 1956, ARB
figures for Fargo-Moorhead credit WDAY-
TV with an average of 520% more homes
than Station "B", for all time periods!
WDAY-TV gets-
760% More— T2 Noon to 5:00 P.M.!
872% More— 5:00 P.M. to 6:00 P.M.!
181 % More— 6:00 P.M. to 10:00 P.M.!
270% More— 10:00 P.M. to Sign-Off!
That's just the Fargo-Moorhead picture.
June, 1956 ARB figures (left) prove that
WDAY-TV is almost as popular in five
other Red River Valley cities — each
between 40 and 60 miles away!
Your Peters, Griffin,
has all the facts.
Woodward Colonel
P. S. Average ARB Rating, 6:00-10:30
P.M., WDAY-TV— 43.6. Station "B"—11.9.
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with NBC • ABC
PETERS, GRIFFIN, WOODWARD, INC.
Exclusive National Representatives
Broadcasting
October 14, 1957 • Page 39
What's
going on
in there?
"Just about the most important business in
America . . . the education of the future citizen."
— United States Department of Health, Educa-
tion and Welfare
The NBC Owned Radio and Television Sta-
tions are now engaged in a 6-week KNOW
YOUR SCHOOLS project, exploring on an
unprecedented scale the educational needs
of their home communities.
Essentially a local level operation, with ac-
tive support from school boards, Parent-
Teacher Associations, colleges, and other
local organizations, KNOW YOUR
SCHOOLS is also receiving full cooperation
from the U.S. Department of Health, Edu-
cation and Welfare, the U. S. Office of Educa-
tion, the National Education Association,
and other national groups.
The NBC Owned Stations are using their
highly successful IMPACT PUBLIC SER-
VICE technique to probe problems like:
overcrowded schools, underpaid teachers, in-
adequate financing, deficient curricula.
They are developing special programming:
panel shows, interviews, talks, feature events,
contests, and documentary dramas.
They are, in addition, contributing talent,
facilities, and a total of $1,000,000 in air-
time— 200 program hours, 3,000 public ser-
vice announcements.
The objective, in the words of Marion B.
Folsom, Secretary of Health, Education and
Welfare: to stimulate "better citizen un-
derstanding of the schools." And, beyond
that: to foster productive solutions, and to
inspire concrete community action.
When this six-week project comes to a close
during American Education Week in mid-
November, NBC will make a full report,
documenting the techniques employed and
the results obtained. NBC hopes its KNOW
YOUR SCHOOLS project will serve as a
blueprint by which local stations in other
communities will help solve one of America's
most fundamental problems.
NBC Owned Stations
WRCA, WRCA-TV, NEW YORK • VVRCV, WRCV-TV, PHILADEL-
PHIA • WRC, WRC-TV, WASHINGTON • WNBC, WKNB, HART-
FORD-NEW BRITAIN • WMAQ, WNBQ, CHICAGO • W'BUF,
BUFFALO • KRCA, LOS ANGELES • KNBC, SAN FRANCISCO
ADVERTISERS & AGENCIES continued
Dammit, Smidley!
They're all in the act but us! Look here, three out
of four of the nation's top TV advertisers with dis-
tribution in the market have bought Cascade Tele-
vision. We re after the same thing they are, Smidley
. . . plenty of people with plenty of dollars to spend.
Cascade's four-station network has 'em both. Fact
is. it's one of the nation's LARGEST EXCLUSIVE
TELEVISION MARKETS with retail sales of more
than $650 million. By George. Smidley. we could
use a hunk of that.
CASCADE
BROADCASTING COMPANY
NATIONAL REP.: WEED TELEVISION
PACIFIC NORTHWEST: MOORE & ASSOCIATES
My sponsor hesitantly suggests
you try our new LIQUID CHIFFON
A SHY, impish, animated character,
currently featured by Armour Auxili-
aries Inc., Chicago, on CBS-TV's The
Big Record and Arthur Godfrey tv
shows, is the protagonist of a prize-
winning tv commercial at the Fourth
International Advertising Film Festival
in Cannes, France.
The commercial with Mr. Oops was
victorious over 114 entries in the tv
commercial category, according to
Foote, Cone & Belding, agency for
Armour Auxiliaries' Liquid Chiffon.
It was the only American film to win.
The animated commercial was pro-
duced by Cascade Pictures, Holly-
wood. Mr. Oops also appears in maga-
zine ads.
MR. LOUIS
Page 42 • October 14, 1957
Louis Quits as NL&B Senior V.P.
The resignation of John J. Louis, multiple
radio-tv station owner, as senior vice presi-
dent of Needham, Louis & Brorby Inc.,
effective Nov. 30,
has been an-
nounced by the
Chicago - headquar-
tered agency. Mr.
Louis leaves the
agency, which he
joined in 1929, to
set up his own ad-
vertising- marketing
consultant firm and
devote more time
to his broadcast
properties, accord-
ing to NL&B. To-
gether with his family, Mr. Louis holds a
majority interest (roughly 70%) in KTAR
and KVAR (TV) Mesa (Phoenix), Ariz.
KTAR Broadcasting Co. owns 98% of
KYUM Yuma and 95.2% of KYCA
Prescott, Ariz.
Roth Heads 10th AFA District
Robert Roth, KONO-AM-TV San An-
tonio, Tex., was elected governor of the
Tenth (southwest) district of the Advertising
Federation of America at the district con-
ference last week in El Paso. Mr. Roth
succeeds Frank McGowan, The Wall Street
Journal, Dallas. Dale Buckner, Buckner &
Assoc., Lubbock, was elected first lieutenant
governor, and Denny Heard, Gulf Oil Co.,
second lieutenant governor. Tom McHale,
Dallas Chamber of Commerce, was re-
elected secretary-treasurer.
Broadcasting
"Everywhere we go on the street, at
meetings, at social affairs people
comment on our new business and mention
that they have heard about it every day
on WMPS# We have been in business only
about three months and already our volume
is greater than we expected for the whole
first yearTs operation. We attribute a
great portion of this tremendous growth
to regular advertising on WMPS#fl
from a letter by the owner of Carl Carson Car and Truck
Rental Company in Memphis (yes, the happy, satisfied
gentleman at left is Mr. Carson himself)
Radio Memphis
has more local and national advertisers than
any other station in Memphis and the Mid-
South. Results have made it so!
\
Keep your eye on these other Plough, Inc. Stations
Radio Baltimore I Radio Boston I Radio Chicago
WCAO WCOP WJJD
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.
NEW YORK CHICAGO LOS ANGELES BOSTON ATLANTA SAN FRANCISCO SEATTLE
Broadcasting
October 14, 1957 • Page 43
TRADE ASSNS.
NARTB SESSIONS IN SECOND ROUND
• Sputnik puts focus on spectrum needs, K.C. meet told
• Truman advocates pay-tv tests to let public decide
The impact of government actions on
broadcast station and network operation
and possible effect of the new Russian
satellite dominated the NARTB Region 5
meeting in Kansas City Thursday-Friday,
with former President Harry S. Truman as
featured speaker.
Some 230 broadcasters and delegates
from associated fields turned out from seven
states to open the second round of NARTB
autumn meetings at the Muehlebach Hotel.
States represented were Minnesota, North
Dakota, South Dakota, Iowa, Nebraska,
Missouri and Illinois.
Mr. Truman, speaking at the Thursday
banquet, said open and closed-circuit pay
tv techniques should be given a chance to
compete so the public can make its choice
(see story, this page) . He said broadcasters
should not be denied a chance to compete
in the toll field.
Key luncheon speakers were NARTB
President Harold E. Fellows (Thursday),
on challenges facing radio-tv broadcasters,
particularly that of toll tv, and Dr. Charles
N. Kimball, president of Midwest Research
Institute (a nonprofit organization which
serves both industry and government). Re-
ceptions were hosted Thursday noon by
KCMO-AM-TV Kansas City (Meredith sta-
tions) and in the evening by the Storz outlets.
Addressing the Friday luncheon, Dr. Kim-
ball noted that scientific research expendi-
tures of government and industry the past
20 years have grown a hundred fold, total-
ing $6 billion last year. He urged broadcast-
ers to take more interest in application of
research techniques.
The research effort in the U. S. must
grow tremendously in the next few years
in the interest of national defense and to
serve the demands of our rapidly growing
population, Dr. Kimball said. "We are
facing major changes in our economy and
these mean that none of us, ten years from
now will be able to do business as we are
doing today," he added. "Research can
help us understand those changes, just as it
helps bring them about."
He regretted the annual migration of
some 75,000 skilled people from the Mid-
west to other regions of the country, feeling
the solution lies in attracting science-based
industry to the Midwest.
The opening sessions Thursday, with Ben
B. Sanders, KICD Spencer, Iowa, and
NARTB district director, serving as host,
were devoted to unity and background talks
on important decisions facing broadcasters.
Vincent Wasilewski, government relations
manager, predicted some change would be
made in the next year in Sec. 315 of the
Communications Act, governing equal time
and censorship provisions, but held out
little hope it would be completely removed
as recommended by NARTB. Station man-
agement and public relations facts were ex-
plored by Charles H. Tower, manager of
employer-employe relations, and Donald N.
Martin, assistant to the president in charge
of public relations.
Pay tv was scored for the second time
in the week by Mr. Fellows (see story,
page 56.).
. Radio outdrew tv sessions in point of
attendance Thursday afternoon, for pro-
gramming and news panels, despite vexing
television problems facing the industry.
A programming panel featured Bob
Thomas, WJAG Norfolk, Neb.; Walter J.
Teich, KOEL Oelwein, Iowa; Lee L. Hilli-
ard, KOLT Scottsbluff, Neb.; George W.
Armstrong, WHB Kansas City, and Lyle
DeMoss, WOW Omaha. Discussing news
were Jack Shelly, WHO Des Moines; Jack
Dunn, WD AY-TV Fargo, N. D.; James
Monroe, KCMO Kansas City, and Ross
Case, KWAT Watertown, S. D.
Mr. Armstrong, serving as moderator,
told about his station's broadcast of radar
speed trap locations — a feature which has
increased ratings and stimulated advertiser
interest. While the station won't sell the
promotion program, it offers adjacencies to
clients and gets good Nielsen ratings in the
6-9 a.m. strip. The series also has won
commendation of local police officials.
Television allocations, the Television Al-
locations Study Organization and pay tele-
vision were reviewed by NARTB staff mem-
bers at a concurrent session, including
Thad H. Brown Jr., vice president for iv; A.
Prose Walker, manager of engineering;
Vincent Wasilewski, government relations
manager; Charles H. Tower, employers
employe relations manager, and Edward
H. Bronson, director of tv code affairs.
Discussing spectrum needs, Mr. Brown
cautioned that "in the past three or four
days the public has been softened up for
military because of news of Russian satel-
lite and missile announcements." He noted
President Eisenhower's comment that U. S.
satellites will use the 108 mc frequency.
He urged broadcasters to fill out NARTB
questionnaires on spectrum allocations.
With respect to TASO, Mr. Brown said that
while FCC Chairman John Doerfer has in-
dicated a target date of June 30, 1958, for
the report of Television Allocations Study
Organization's report, a better guess would
be September or December of next year.
Engineers working on the project indicated
skepticism the report would be available
for the Commission before then, according
to Mr. Brown.
Floor questioning indicated interest in the
Bartlesville wired tv experiment, with some
telecasters wanting to know about adjacent
channel interference with free tv channels.
They also wanted to know what Tulsa tele-
casters were doing promotionwise to coun-
teract the Bartlesville theatre project. Mr.
Brown also raised the question of franchise
ordinances in various cities in discussing the
complex toll tv situation.
The economics of subscription tv were
discussed by Mr. Tower with a hypotheti-
cal case of "Pay" City, while Mr. Bronson
reviewed code progress. He observed
NARTB has received a commendation the
past week from the New York Better Busi-
ness Bureau for helping eliminate bait iv
advertising in that city. Mr. Wasilewski
reported on the status of the campaign to re-
move excise tax of all-band tv receivers,
saying there are good prospects that the
House Ways & Means Committee will report
it out favorably.
Latest developments in tv selling were
explored Friday morning by Norman E.
Cash, president of Television Bureau of
Advertising. Mr. Brown and Richard M.
Allerton, NARTB research manager, re-
viewed the proposed audit tv circulation
study.
Attending NARTB directors were Mr.
Sanders; Payson Hall, Meredith Publishing
Co.; Todd Storz, Storz Stations; J. J.
Bernard, KTVI (TV) St. Louis and Ray-
mond V. Eppel, KORN Mitchell, S. D.
HST Urges Broadcasters
To Adjust to Changes
If pay tv is inevitable, tv broadcasters
"should at least have the opportunity to
conduct it," since they are subject to federal
regulation, former President Harry S. Tru-
man told NARTB Region 5 delegates at
their Thursday banquet in Kansas City.
He urged broadcasters to take advantage
of their opportunities in a world of "chang-
ing ideas" and avoid the notion they have
a "permanent monopoly" in communica-
tions. He said he knows little about sub-
scription tv and "probably cares less."
Mr. Truman was accompanied at the
head table by Tom Evans, his longtime per-
sonal friend and retired broadcaster (KCMO
Kansas City).
Mr. Truman warned broadcasters they
should keep in mind that "it takes ideas
to make the world move," lest they be out-
moded, like silent movies.
"Don't try to get it into your head that
you can control advertising and communi-
cations," he admonished, saying that when
any industry, "aluminum or steel or tele-
vision— gets too big for its britches, it is
subject to investigation, ridicule and re-
form."
Stressing that he believes firmly in regula-
tion, Mr. Truman warned that "if you get
too all-powerful, you'll get kicked around."
Regarding pay tv, he said: "I suspect
that your business will be vitally affected
when and if the theatre boys start piping
toll and advertising programs into the homes
of your viewers. If we are to have a pay
television system, the television broadcaster,
in view of his established responsibility and
responsiveness to the public under federal
regulation, should at least have the oppor-
tunity to conduct it.
"I express the hope that the federal gov-
ernment will not be responsible for exclud-
ing or preventing the television broadcaster
from using his facilities to compete in this
field. In this, I am not choosing between
either system — closed circuit or unregulated
Page 44 • October 14, 1957
Broadcasting
SHE'S a friend
of a friend
of yours. She
shares your fondness
for KOIN-TV's
coverage of
Portland, Oregon,
and 30 neigh-
boring counties.
When you
whisper sweet
somethings thru
KOIN-TV,
she listens . . .
and reacts.
The gentle-
men from
CBS-TV
Spot Sales
carry tales
about her
habits . . .
and about
KOIN-TV's
incredible
ratings.
Broadcasting
October 14, 1957 • Page 45
... the Thumb . . .
plus the Saginaw Valley . . .
ALL IN ONE BIG BUY!
WFDF's BIG new signal* delivers all of
Northeastern Michigan in one BIG buy! To Flint add
Saginaw, Bay City, the rich Thumb, and the heart of the North.
NCS #2 shows WFDF as the outstate regional leader and
this big new signal will add even more. Call Katz for full details.
*daytime
Represented by
The KATZ AGENCY
910 on the dial
NBC Affiliate in Flint, Michigan
TRADE ASSNS. continued
wire vs. open circuit or tv stations licensed
by FCC — but I am suggesting that each
should have its opportunity so that the pub-
lic may make the ultimate choice."
Portland, Ore., Denver Are Next
On NARTB Regional Series
Two regional meetings will be held this
week by NARTB, following last week's ses-
sion at Kansas City (story page 44). Region
8 (Wash., Ore., Calif., Nev., Ariz., Hawaii)
meets today (Monday) and tomorrow at the
Multnomah Hotel, Portland, Ore. Region 7
(Mountain States) meets Thursday-Friday at
the Brown Palace Hotel, Denver.
Gov. Robert D. Holmes, of Oregon, for-
mer manager of KAST Astoria, will be to-
day's luncheon speaker. At Denver the guest
speakers will be Sen. Gordon Allott (R-
Colo.), addressing tonight's banquet, and
Robert Eastman, American Broadcasting
Network president, at the Friday luncheon.
A programming panel at Portland this
afternoon will discuss new ideas. Taking
part will be Cliff Gill, KBIG Los Angeles;
Mel Bailey, KEX Portland, and Donald
Whitman, KITI Chehalis, Wash. A radio
news panel will be moderated by Richard
M. Brown, KPOJ Portland. Panel members
will be Bob Forward, KMPC Los Angeles;
Jack Matranga, KGMS Sacramento, Calif.,
and Richard Eimers, Associated Press, Port-
land. Members of a Tuesday morning radio
sales panel will be William D. Shaw, KSFO
San Francisco; Lee Bishop, KORE Eugene,
Ore.; Lew Avery, Avery-Knodel, and Art
Moore, of Moore & Assoc., Seattle.
The Thursday afternoon radio program
discussion at Denver will include John
Schile, KGVO Missoula, Mont.; Lee Fond-
ren, KLZ Denver; Cliff Hendrix, KCSJ
Pueblo, Colo., and William Shutts, KVOC
Casper, Wyo. Participating in the news
panel will be John Henry, KOA Denver;
Rex Campbell, KSL Salt Lake City; Cecil
Heftel, KLIX Twin Falls, Idaho, and Les
Nichols, KIMN Denver. William Grant,
KOA and David M. Segal, KOSI, both Den-
ver, will lead a panel on radio-affiliate-inde-
pendent problems Friday morning.
News Awards to WRVA, WBOF
At Va. AP Broadcasters Meeting
WRVA Richmond and WBOF Virginia
Beach, both Virginia, received the Douglas
Southall Freeman awards of the Virginia
Associated Press Broadcasters, last week,
at the fall meeting of the Virginia and
Chesapeake (Maryland-District of Colum-
bia) AP Radio Assns. in Virginia Beach.
The awards, named in honor of the late
editor, historian and radio commentator,
were presented by Frank H. Fuller, chief of
the AP Richmond bureau. The awards are
given for public service through radio
journalism. WRVA, under Jack Clements,
news director, won in the metropolitan di-
vision for its legislative reporting and es-
pecially for its handling of the news of
segregation-integration legislation in Vir-
ginia. WBOF, under Leo Hoarty, took the
award in the non-metropolitan division in
reporting and promoting community enter-
prises in Virginia Beach and its environs.
Page 46 • October 14, 1957
Broadcasting
Broadcasting
October 14, 1957 • Page 47
s great on
The new Merv Griffin Show
puts a peppy portion of
showmanship-salesmanship
on American Radio
every weekday night,
7:15 to 7:55 pm
Now Merv Griffin, popular singer-actor of Finian's
Rainbow fame, adds a nighttime musical note to
American's all-new, all-live program schedule.
The brand-new Merv Griffin Show is a five-a-week
session of currently popular music and song featur-
ing, frequent guest appearances of today's hit-tune
singers. Its regular cast headlines songstress Darla
Hood (live), The Spellbinders (live) and veteran an-
nouncer Doug Browning (live). The entire musical
production is handled by co-producers Lyn Duddy
and Jerry Bresler.
Here's a perfect package of showmanship and
salesmanship that's especially designed to reach
and sell nighttime radio's youngest family audience.
L.
TRADE ASSNS. continued
Touchdown!
OKLAHOMA CITY g^g„s
for ABC Fall Line-up!
EXCLUSIVELY ON
KGEO-TV
FULL POWER 100,000 WATTS
1,386 FT. ABOVE AVERAGE TERRAIN
GEORGE STREETS, STATION MANAGER
CHARLIE KEYS, SALES MANAGER
REPRESENTED BY B L A I R 7^^^ ASSOCIATES inc.
Page 50 • October 14, 1957
Tv Program Standards
Off, AT AS Forum Feels
Tv censorship, agency "interference," the
decline of live programming, the cost of
dramatic shows and the role of writers'
agents — good or bad — came in for con-
siderable discussion last Tuesday night as the
Academy of Tv Arts & Sciences conducted
its first open forum of the 1957-58 season
at CBS-TV Studio 51 in Manhattan. The
general feeling appeared to be that tv stand-
ards are declining.
Most of the evening's give-and-take ses-
sion between leading producer-writers and
the audience — all ATAS members — dwelt
on censorship, with Studio One producer
Herbert Brodkin taking the position that
while censorship is deplorable "it is not
organized . . . planned . . . deliberately
done to prevent creativity." He felt it "re-
quires the most intelligent kind of behavior
to keep a network going" under constant
fire from outside pressures. Censorship, he
maintained, "grows through fear . . . fear of
bad ratings, fear of government agencies . . .
fear of pressure groups." The worst thing
that could happen to tv today, he said, "is
for the producers and writers to become so
intimidated that they will begin thinking
like they [pressure groups] do."
Playwright Rod Serling carried the topic
of censorship a step farther. Billing him-
self as "tv's angry man," Mr. Serling called
for "the same kind" of program control by
the producer and the writers as is accorded
the sponsor and agency. He wondered why
no one has ever clearly defined "con-
troversy" in black-and-white terms and why
there isn't "a clear line of demarcation"
between the commercial and the program
content. With such a demarcation, he said,
there would be no need for censorship.
Studio One director Norman Felton
added that too many producers "compromise
much too easily." Writer Irve Tunick
questioned the qualifications of "those who
set the standards . . . those who set them-
selves up to speak for all viewers." Messrs.
Brodkin and Serling agreed that multiple
sponsorship, as on Playhouse 90, might
strengthen the writer's and producer's causes
because it dilutes the "dictatorial" stand of
one agency or a single advertiser.
Speaking for the agencies, Mary Harris,
of the tv department of McCann-Erickson,
agency for Westinghouse Electric Corp. and
Studio One, felt no panel member had
pointed to the difference between censor-
ship and self-regulation and defended the
agency's tightrope position by pointing to
the sponsor's "pride" in a series it has
retained more than nine tv seasons.
Where Mr. Tunick deplored the "shrink-
age" of live shows, Mr. Brodkin felt this is
"just another trend that will be offset by yet
another trend." He predicted a "swing-
back" to live programming.
The topic of live vs. "canned" program-
ming led to a discussion on script costs and
a shortage of new writers. Addressing Evelyn
Burkey, executive secretary of Writers Guild
of America, East, Mr. Brodkin said that
where once he and his associates could sit
down with a writer and develop the latter's
Broadcasting
rop
SALESMAN
SELLS BEST BECAUSE
IT'S VIEWED MOST 1
IN DETROIT AND
SOUTHEASTERN MICHIGAN
Again, for two successive months, July and
August, 1957, of the 4 Detroit stations,
Channel 2 had
7 out of the lO
TOP SHOWS
And 2 out of those 7 were NON-NETWORK!
ARB and Pulse ratings like these are the rule,
not the exception on the station that's first
choice with viewers in metropolitan Detroit
and Southeastern Michigan
PICK THE STATION THAT SATURATES
WHERE BUYING POWER CONCENTRATES
A/JBK-TV
CHANNEL
DETROIT
There's a lot more to the
"Detroit Television Market'
than just Detroit alone! Of th<
1,700,000 TV homes in th<j
area WJBK-TV serves, 800,00(
are outside Wayne county, ir
heavily populated Flint and Por
Huron for example. And WJBK
TV is No. 1 (ARB and Pulse
with outstate viewers, too!
MAXIMUM POWER!
100,000 Watts, 1,057-ft. Tower
COMPLETE FACILITIES FOR
LOCAL AND NETWORK
PROGRAMMING IN FULL COLOR
TOP CBS AND LOCAL PROGRAMS
Represented by THE KATZ AGENCY, INC.
STORER NATIONAL SALES OFFICES:
N.Y.; 230 N. Michigan, Chicago 1, III.; Ill Sutter, San Franei
TRADE ASSNS. continued
SMPTE TOLD EUROPE TV LINK NEAR
• Halstead says it will be developed in 'next few years'
• Assn. of Cinema Labs develops standards for better tv film
product, "disappearing shows and costlier
scripts" have made this an impossibility. He
felt script costs have soared and that this
phenomenon has left the producer with no
recourse but to hire experienced writers.
Miss Burkey scored Mr. Brodkin by asking
for his script budget. Mr. Brodkin pegged
it at $4,000 per hour-long script, to which
Miss Burkey replied that the WGAE mini-
mum for an hour script is $1,100. Mr.
Felton interjected that this minimum does
not account for the margin added by the
writers' agents. Miss Burkey replied. "What
the agents do is their bailiwick," but added
that it is inexcusable that producers en-
courage writers to work "on speculation."
Tex., Okla. AWRT Groups Elect
The Texas and Oklahoma chapters of
American Women in Radio & Television
elected officers during the first southwestern
area conference, held recently in Dallas
for chapters from Texas, Oklahoma, New
Mexico, Arkansas and Arizona.
New Texas officers include Helen Cald-
well, KFDM Beaumont, president; Phay-
brice Paymer, KDET Center, secretary, and
Jo Moore, Aylin Adv., Houston, treasurer.
Vice presidents: Margaret McDonald,
WBAP Fort Worth; Maudeen Marks, Greg-
ory-Giezendanner Agency, Houston; Marian
Thomas, KGNC Amarillo, and Margaret
Morrison, Pitluk Adv., San Antonio.
New vice president in Oklahoma is
Gloria Bremkamp, free lancer, Oklahoma
City. New directors: Suzanne Robbins,
KWTV (TV) Oklahoma City; Marj
Hawkins, WKY-TV Oklahoma City; Dollie
Talkington, KVSO-TV Ardmore; Betty
Boyd, KOTV (TV) Tulsa, and Kathy King,
KTUL Tulsa.
Intercontinental television between North
America and Europe was termed "an inev-
itable development within the next few
years" by William Halstead, president of
Unitel Inc., New York, at the 82nd Semi-
Annual Convention of the Society of Mo-
tion Picture & Television Engineers in Phil-
adelphia last Tuesday. The six-day meeting
opened at the Sheraton Hotel Oct. 4.
Mr. Halstead's report, presented to the
convention by Ellis W. D'Arcy, vice chair-
man of the session dealing with international
tv, described the North Atlantic Relay Com-
munication System (NARCOM) which could
link the U. S. and Canada with Europe
without the need for water-based relays.
Projected over a route through Canada to
Labrador, Baffin Island, Greenland, Iceland,
the Faeroe Islands and the British Isles, ihe
system would follow an island chain in
which "the greatest distance to be spanned
between land masses would be the 290-mile
stretch between Iceland and the Faeroes,"
the report stated.
Experiments with a new method of radio-
wave transmission known as tropospheric-
scatter propagation have shown that trans-
mission over several hundred miles is possi-
ble without relays, Mr. Halstead said. He
added:
"It is believed that the most direct action
toward the establishment in the near future
of a wide-band telecommunication relay
system across the Atlantic will come as a
necessary extension of the existing wide-
band relay facilities that link the numerous
radar stations now operated by cooperating
military services of the nations in the
NATO area. Here, the current use of co-
ordinated radar systems for plotting and
controlling the movements of military and
civil aircraft over international areas already
has developed the need for wide-band relay
facilities for rapid communications and data
exchange between radar stations and distant
command points."
Concurrent with the SMPTE convention,
the Assn. of Cinema Labs, was in meeting
in Philadelphia and, at the request of ad-
vertising agencies and television stations, a
committee of the association adopted a set
of recommended practices, designed to im-
prove film for tv broadcast. Many of the
members also attended the SMPTE sessions.
The committee, headed by William E.
Gephart, of General Film Lab., Hollywood,
submitted a six-page report for approval of
the ACL membership. The report includes
recommendations for the photographing of
black and white and color films for tv, as
well as camera area dimensions, room pro-
jector apertures and comments on set light-
ing techniques. The report outlines the con-
trol of negative and positive prints, giving
instructions and photographic measure-
ments for each type of film stock used.
A SMPTE session on color television
Wednesday included a paper on "Perform-
ance Objectives for Color Television Picture
Tubes" by John B. Chatten, Philco Corp.
Mr. Chatten compared the color-signal
processing and electron-optical techniques
applicable to the three-gun shadow-mask
tube and the single-gun beam-index tube,
with particular reference to the following
performance objectives: Resolution and pic-
ture structure, registration and color fring-
ing, color purity, contrast and accuracy of
hue reproduction.
A paper by E. E. Gloystein and N. O.
Kellaway, both RCA, described a new color
monitor, the RCA TM-2 1 , which is designed
as "a major tool in color tv plants." The
monitor, according to the authors, can
serve both as a "high-quality picture dis-
play device and as an instrument for judg-
ing the quality of color tv signals." William
J. Wagner, KRON-TV San Francisco, sub-
mitted a paper pointing to a solution for
some of the major problems encountered
by artists working in color television. He
reported on the development of a color
palette at KRON-TV, which reduces the
number of paints needed to produce color
artwork, and catalogues the basic colors,
intermixtures of these colors and the de-
saturation of all these colors.
During a session on television stations,
W. H. Hartman, KCRA-TV Sacramento,
and R. A. Isberg, Ampex Corp., reported
on automatic techniques introduced at
KCRA-TV. Through the use of magnetic
tape recordings, they said, local announce-
ments are prepared for use with film and
OFFICERS elected Oct. 1 at the Springfield meeting of Illinois Broadcasters Assn.
[Trade Assns., Oct. 7] are (seated, 1 to r) : R. Karl Baker, WLDS Jacksonville, vice
president; Charles R. Cook, WJPF Herrin, president; George C. Biggar, WLBK
DeKalb, retiring president. Standing, M. H. Stuckwish, WSOY Decatur, secretary-
treasurer; Jim Firmin, WMOK Metropolis, director; Adlai C. Ferguson, WPRS
Paris, director; Bruce Dennis, WGN Chicago, director.
Page 52 • October 14, 1957
Broadcasting
. . . Rich Upstate New York
NEW POLITZ STUDY REVEALS GREAT POWER OF 4 LEADING RADIO STATIONS
Is it possible to analyze the power of radio in an entire
region? It's not only possible— it's been done by Alfred
Polit/ Research, Inc. The conclusions drawn from
the new Politz survey are truly amazing. They show
that you can capture the tremendous, rich audience
of the major portion of Upstate New York with just
four stations ... WBEN (Buffalo), WHAM (Roch-
ester), WGY (Schenectady) and WSYR (Syracuse).
Previous Politz studies have shown the power of great
radio stations in individual markets. And this group
of four Upstate New York stations have always, indi-
vidually, commanded the trust and respect of their
listeners. But, not until now, with this new regional
study, could you positively know what a big buy the
BIG FOUR is in combination.
The composite Upstate New York market, consisting
of 52 counties, has a total adult (over 15-years of age)
population of more than 3-and-one-half million. The
.BIG FOUR stations cover 88% of this audience.
When you consider the cost factor, that makes it a
big buy for numbers alone! Add to that the trusted
character of these great stations, which makes people
heed as well as hear, and you have an even bigger buy.
The BIG FOUR story is available in an interesting
presentation, available at any Christal office. Call
today and make an appointment to see it.
WBEN
The Big Four is the Big Buy
WHAM • WGY
SCHENECTADY
Represented Nationally by
WSYR
SYRACUSE
i C.
. -
*3S Dn«°
HERE'S WHAT TYPICAL BUDGETS
WILL BUY ON THE BIG FOUR STATIONS
$18,000 15 on e-minute selling messages weekly for 10
weeks.
$38,000 . . . 15 one-minute and 10 twenty-second announce-
ments weekly for IS weeks.
$54,000 . . . 30 one-minute announcements weekly for 20
weeks.
$85,000 . . . quarter-hour newscasts weekly, including all
costs, for 52 weeks.
BOSTON • SAN FRANCISCO
Broadcasting
October 14, 1957 • Page 53
220,308 TV HOMES
JACKSON, MISSISSIPPI
0 Television Magazine
Here's a sales-lively market rich in growth factors.
Buying power up 40% since 1950 and retail sales up a
whopping 125% in ten years. Indeed, the effective buy-
ing income per family in our Jackson market area is
$5,735.00. ** Only the two great TV stations in Missis-
sippi's capital city reach this market. Need more urging?
Call Hollingbery or Katz for a file of facts.
''"Sales Management 1957 Surveij of Buying Power
MISSISSIPPI IS SOLD ON TELEVISION
WLBT
CHANNEL
HOLLINGBERY
... . . ..
CHANNEL
KATZ
TRADE ASSNS. continued
network programs. The equipment used at
KCRA-TV, they reported, makes it possible
to record most of the local announcements
for an 18-hour operating day in less than
an hour's time. Another paper concerned
with automation was read to the meeting
by B. F. Melchionni, RCA, titled "Auto-
matic Cuing of Tv Film Projectors." The
paper noted that with the advent of auto-
mation in tv stations, methods must be
developed to cue the film automatically at
the start of each film sequence. It described
methods for stopping the projector auto-
matically with a predetermined frame in the
gate by adding suitable cuing information to
the film and associated reading and control'
mechanisms to the projector.
A session on Monday was devoted to
military uses of tv. Papers were presented
by Lt. Col. Hollis Dakin on "Control In-
formation by Television" and on "Staff In-
formation by Television"; Arthur F. Flacco,
RCA, on "Airborne Closed-Loop Tv Sys-
tem"; Howard L. Roberts, Denver Research
Institute, U. of Denver, on "Some Aspects
of the Application of Tv to the Tracking of
Guided Missiles," and Jay P. Mitchell,
Diamond Power Specialty Corp., on "Tv
Viewing of Rocket Engine Test Cells."
Papers dealing with closed-circuit tv and
video tape recording were presented at a
session Oct. 5. Speakers included Donald
Kirf Jr., Jerrold Electronics Corp., on
"Economic Considerations in Closed-Circuit
Tv Design"; John R. Brugger, Board of
Education. Hagerstown, Md., on "Televi-
sion in Washington County Schools":
Charles P. Ginsburg, Ampex Corp., on
"The Ampex Video Tape Recorder: an
Evaluation"; Ross H. Snyder, Ampex Corp.,
on "Videotape in 1958 — A Discussion of
the Production Ampex VTR," and R. A.
Von Behren, Minnesota Mining & Mfg.
Co., on "Magnetic Tape for Video Re-
cording."
Weaver, Shepard Address
K. C. Adv. & Sales Club
Advertising and promotion techniques,
with emphasis on media and tv program-
ming, were canvassed at the third annual
clinic-conference of the Kansas City Ad-
vertising & Sales Executives Club last
Thursday.
Key speakers were Sylvester L. (Pat)
Weaver, president of Program Service Inc.,
and Albert Shepard, executive vice president
of Institute for Motivational Research, and
others from client, publishing, trade asso-
ciation and public relations circles.
Mr. Weaver reiterated plans for his "baby
network" of selected stations, stressing cul-
tural and educational facets of television
and his concept of "low-cost" exposure for
advertisers in key markets. With economical
factors envisioned for his network, Mr.
Weaver told the admen, advertisers will be
able to get select, major market coverage
and still retain monies for use in print
media.
The ratings success of his initial proposed
property, Ding Dong School, on WGN-
TV Chicago locally, has been particularly
gratifying in its first weeks, Mr. Weaver told
Page 54 • October 14, 1957
Broadcasting
WGBS RADIO LEADS WITH MORE THAN
ALL THE OTHER STATIONS COMBINED
Yes!— 26 of 44 of the leading programs are on WGBS
according to the latest regular Pulse report for the
Miami Metropolitan Market (June- July 1957 j.
As a comparison in this eleven station market:
WGBS 26
Station "B" 12
Station "C" 5
Station "D" 1
That, together with "top" power, "top" coverage and "top"
merchandising makes WGBS the station to buy in Miami —
one of the fastest growing markets in the country.
cbs in Miami
NEW YORK — 625 Madison Avenue, New York 22, Plaza 1-3940
SALES OFFICES CHICAGO— 230 N. Michigan Avenue, Chicago 1, Franklin 2-6498
SAN FRANCISCO — 111 Sutler Street, San Francisco, Sutter 1-8689
... or anyKatz office
October 14, 1957 • Page 55
TRADE ASSNS. continued
Broadcasting, in terms of client interest
when the program is fed to his select-sta-
tion network. Program Service Inc. has com-
mitments from Taylor Reed Corp. (Cocoa
Marsh) and Climax Industries (toys). No
date has been set yet for network exposure.
In his off-the-cuff talk Mr. Weaver elab-
orated on his premise that "television can
be great if it assumes greatness," reiterating
his previous views on "enlightenment
through exposure."
Dr. Shepard reviewed work conducted
with Dr. Ernest Dichter, IMR president, in
developing a new method for testing tv
commercials in which motivating research
patterns of viewers are examined.
The sessions drew some 400 advertising
and sales executives, welcomed by Newton
D. Baker, governor of the Adv. Federation
of America's Ninth District.
Houwink Heads D. C.-Md. Group
New officers of the D.C.-Md. Radio &
Tv Broadcasters Assn., elected at the annual
meeting held the week before last in Balti-
more, are: Fred S. Houwink, WMAL-AM-
FM-TV Washington, president; Jake Embry,
WITH Baltimore, vice president; Jason Pate,
WAS A Havre de Grace, secretary; and di-
rectors Morris Blum, WANN Annapolis,
Joseph Goodfellow, WRC Washington, Rob-
ert Jones, WFBR Baltimore, William Pauls-
grove, WJEJ Hagerstown, Leslie Peard,
WBAL-AM-TV Baltimore, Ben Strouse,
WWDC Washington and Charles Truitt,
WBOC-AM-TV Salisbury.
Pittsburgh's A/BMEST Look!
WIIC
CHANNEL 11
Now On the Air
316,000 watts ERP
serving
1,237,000 TV Horn
in the nations
EIGHTH MARKET
with effective buying income of
$8,731,815,000
REPRESENTED NATIONALLY BY
BLAIR TV
BASIC
1%
AFFILIATE
Pay Tv Can't Resist Revenue
From Advertising, Says Fellows
The first thing a pay tv operator will do
if he gets 10,000 subscribers will be to form
an advertising department and start selling
time, according to NARTB President Harold
E. Fellows.
Speaking Tuesday before the Broadcast
Advertising Club of Chicago and Wednes-
day before the combined civic clubs of
Mason City, Iowa, Mr. Fellows said there
is "some pretty high-flying demagoguery"
in the claims of some pay tv proponents that
programs will be offered to viewers with-
out advertising.
Mr. Fellows noted the claim that pay tv
will supply more programs and revenue for
free tv stations, and commented, "If all this
is true, it's going to be paradise for just
about everybody but the fellow who went
out and put down anywhere from $100 to
$1,000 for a tv set. His only problem is
like the fellow that bought the wrong re-
frigerator— he found he had to drop a coin
in the slot before he could get a sandwich."
Citing the news operations of tv stations,
Mr. Fellows questioned whether a pay tv
station would spend vast sums to cover such
events as inaugurations, political conven-
tions or an interview with Khrushchev.
After Mr. Fellows had delivered his Chi-
cago address, Ted Leitzell, assistant to the
president of Zenith Radio Corp., said Zenith
does not contemplate advertising in its
signal-through-the-air pay-tv method utiliz-
ing presently licensed stations. He added
that many of Mr. Fellows anti-pay tv com-
ments are "absurd."
UPCOMING
October
Oct. 18: UP Broadcasters of Wisconsin, Mead
Hotel, Wisconsin Rapids.
Oct. 20-21 : Texas Assn. of Broadcasters, Baker
Hotel. Dallas.
Oct. 21-22: Central Canada Broadcasters Assn.,
annual meeting, King Edward Hotel, Toronto.
Oct. 23: 16th annual luncheon, Pulse, Hotel
Plaza, New York.
Oct. 25-26: Indiana Broadcasters Assn., fall meet-
ing, Fiench Lick Springs.
Oct. 27: Missouri AP Radio & Television Assn.,
Jefferson City.
Oct. 29: Convention, National Assn. of Educa-
tional Broadcasters, St. Louis.
Oct. 31-Nov. 1 : North Carolina Assn. of Broad-
casters, Robert E. Lee Hotel, Winston-Salem.
November
Nov. 5-7: Eleventh National Conference, Public
Relations Society of America, Waldorf Astoria,
New York City.
Nov. 6-9: International convention, Radio Tele-
vision News Directors Assn., Balmoral Hotel,
Miami Beach, Fla.
Nov. 13-15: First annual exhibition, Industrial
Audio-Visual Assn., New York Trade Center.
Nov. 13-16: 48th Convention, Sigma Delta Chi,
Shamrock Hotel, Houston.
Nov. 17-20: Tenth Annual Conference, Public Re-
lations Society of America, Sheraton, Phila.
NARTB CONFERENCES
Oct. Multnomah Hotel
14-15 Portland, Ore.
Region 8 (Wash., Ore.,
Calif., Nev., Ariz.,
T. H.)
Region 7 (Mountain
States)
Region 6 (Kan., Okla.,
Texas)
Region 3 (Fla., Ga.,
Ala., Miss., La., Ark.,
Tenn., P. R.)
Page 56 • October 14, 1957
Oct. Brown Palace
17-18 Hotel, Denver
Oct. Baker Hotel
22-23 Dallas
Oct. Peabody Hotel
24-25 Memphis
Broadcasting
WGR-TV
SELLS
BUFFALO !
Broadcasting
October 14, 1957 • Page 57
TRADE ASSNS.
CONTINUED
9
PERSONAL APPEARANCE
GIGANTIC
SUCCESS
FOR
POTATO CHIP FIRM
BROOKS POTATO CHIPS,
Springfield, Mo., five-year
sponsors of THE CISCO KID
comment through KTTS-TV on
the recent appearance of Dun-
can Renaldo, THE CISCO KID
in their market:
"THE CISCO KID's recent
appearance in Springfield
exceeded by far our fond-
est hopes. Over 20,000 of
our customers visited
CISCO in the short time he
was here ... THE CISCO
KID has constantly out-
rated its competition and
we feel this appearance
will drive the rating even
higher."
Ask to see more success stories of
WE WORLD'S GREATEST SALESMAN!
"THE CISCO KID"
COVERAGE OF TRIAL
rules, other stations could have shared
the privilege but only KOA-TV broad-
cast the trial.
About 2,000 feet of film was shown
on KOA-TV at 5 p.m. and repeated at
10 p.m. during the trial. Sam Houston,
film director, worked with Gene Clift,
news-court reporter, in the coverage.
Sound tracks were edited for use on
KOA's radio news service.
Mr. Houston set up one film camera
at the side of the courtroom, using avail-
able lighting. No technical problems were
encountered. Tri-X film was force-proc-
essed. The Denver Post used stills, also
shot with available lighting.
Joining Judge Pringle in praise of the
coverage were Robert Kingsley and Wil-
liam Rice, defense attorneys. They asked
KOA-TV for use of the films to review
conduct of the trial. The only incident
during the trial was the request of one
witness who didn't want to be telecast.
That portion of the film was destroyed.
Judge Pringle's letter to Mr. Henry:
"I want to take this means of thanking you and your reporters for the very fine
coverage you gave the Archina trial during the past three weeks.
"Your coverage of the trial demonstrated clearly that television news has become
a part of the daily life of our community and can do a job quietly and fairly of
bringing to the viewing public an account of what is happening in the judicial system
without in any manner disturbing the decorum of the proceedings.
"Your film coverage of important events brought home to the viewing public, I
believe, a clear picture of the calm and professional manner in which the attorneys
conducted this trial. It also, I am sure, brought home to the public that while there
were many dramatic moments in the trial, there were no outbursts by counsel or
phoney histrionics.
"I think such accounts of these trials help form in the minds of the public a true
opinion of the manner in which our American system of jurisprudence operates and
help erase any false impressions they may get from plays or other means of enter-
tainment which do not truly represent the high tradition of judicial procedures."
JUDGE PRAISES TV
Television's public service role in
covering court trials has a new judicial
supporter — Judge Edward E. Pringle of
Denver (Colo.) District Court.
Film coverage of the Archina murder
trial in Judge Pringle's court by KOA-
TV Denver showed how the medium can
give a fair account of what goes on in the
courtroom, the jurist wrote John Henry,
KOA-TV news director, after the trial.
This latest reaction contradicts Canon
35 of the American Bar Assn., which
bans radio-tv courtroom broadcasts. Den-
ver was the scene of the first major break-
through against the pre-tv canon when
the Colorado Supreme Court ruled that
broadcast reporting should be permitted
by judges despite Canon 35 [Stations,
Mar. 5, 1956.]
Court coverage in Denver comes under
rules of Denver Area Radio & Tv Sta-
tions. Mr. Henry arranged for KOA-TV's
coverage in cooperation with the associa-
tion, with the judge and counsel lending
their approval. Under association pooling
AIMS Elects Sharpe, Simpson;
'58 Session Set for Seattle
Virgil Sharpe, vice president and general
manager of KOWH Omaha, Neb., was
elected chairman, and William L. Simpson,
assistant general manager of KOL Seattle,
was named vice chairman of the Assn. of
Independent Metropolitan Stations at its an-
nual business meeting Oct. 5-6.
Election of officers highlighted a semi-
annual session devoted to programming and
sales problems along with radio station
trends, including music formats and auto-
mation. Seventeen of AIMS' 19 stations were
represented at the meeting in the Orrington
Hotel, Evanston, 111. Outgoing chairman was
Dave Morris, general manager of KNUZ
Houston.
AIMS members voted to hold their 1958
spring meeting in Seattle, probably after
the NARTB national convention. The trade
organization was founded in the early 1950s.
Burke Heads N. D. Broadcasters
Charles G. Burke, KFGO Fargo, was
elected president of North Dakota Broad-
casters Assn. at the Oct. 3 meeting, held at
Williston. He succeeds Leslie Kleven,
KNDC Hettinger. Other officers elected were
Robert E. Ingstad, KOVC Valley City, vice
president, and Leslie E. Maupin, KLPM
Minot, secretary-treasurer, his third term.
Bismarck was chosen as site of the 1958
annual meeting.
Texas Bar Group Gets Access Plea
The Judicial Section of the Texas State
Bar Assn. is considering a plea for equal
access to courtrooms by radio and tv news-
casters. In a telegram to a group of 200
judges meeting in Tyler, Texas, W. D.
Rogers, KDUB-AM-TV Lubbock, said the
decision on media access should be left to
the individual decision of judges. He op-
posed a ban on radio-tv court reporting
under Canon 35 of the American Bar Assn.
code of ethics.
D. C. Ad Club to Hear Eastman
Robert E. Eastman, president of Ameri-
can Broadcasting Network, will address the
Advertising Club of Washington, D. C, at
its Radio Day ceremonies tomorrow (Tues-
day). His subject will be "The New ABN
Product." As part of the ceremonies, Mr.
Eastman will be presented the club's "award
for achievement."
Page 58 • October 14, 1957
Broadcasting
f three success stories which keep
The BARTELL GROUP
FIRST A(t'W*f
(and a/ways) ^\\
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with the whole family
delivering a richer audience composition
WOKY Milwaukee FIRST
+ WAKE Atlanta FIRST
KRUX Phoenix FIRST
KCBQ San Diego FIRST
and going up, up, up, newest Bartell Stations
WILD Boston and WYDE Birmingham
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$evdd£ It... and Sett ft T~
Sold Nationally by ADAM YOUNG, Inc. ^ -
for WOKY, The KATZ Agency
1—1330 in ininn .
AMERICA'S FIRST RADIO FAMILY
SERVING 10 MILLION AMERICANS
Broadcasting
October 14, 1957 • Page 59
GOVERNMENT
MOULDER'S QUESTIONS SET TONE:
'OVERSIGHT'TOOVERLOOK NOTHING
• Networks, others asked full accounting of FCC contacts
• FCC, in turn, to submit itemized list of 'benefits'
If any network, industry and/ or FCC
"skeletons" have escaped previous congres-
sional inquiries, the House Legislative Over-
sight Subcommittee seems determined to
expose them.
At least, that is the conclusion to be
drawn from letters requesting a potpourri of
information sent to various industry groups
and individuals by Rep. Morgan Moulder
(D-Mo.), chairman of the subcommittee.
In a letter dated Oct. 3, reportedly sent to
the networks, NARTB and possibly other
broadcast entities, Rep. Moulder asked that
the following information be furnished "for
the period Jan. 1, 1949, to present:
"(1) All files and records, including but
not limited to, correspondence, inter-office
and other memoranda, reports, memoranda
of telephone or other verbal communica-
tions or other materials, of (your company)
— other than copies of documents of public
record in the Federal Communications Com-
mission or any court — concerning, directly
or indirectly, any correspondence, meeting,
conversation, conference or other contact,
written, oral, direct or indirect, by any offi-
cer, employe, representative, agent, or other
person acting on behalf of (your company),
with any member or employe of the FCC
or other government official, regarding the
FCC or any matters at any time before
;he Commission.
"(2) All files and records as in (1) con-
cerning any such contact by any officer, rep-
resentative, agent, or other person acting on
behalf of (your company), with any third
person relative to any such contact, actual
or proposed, by such third person or other
person with any member or employe of
the FCC or other government official re-
garding the FCC or any matters at any time
before the Commission.
"(3) Specification of any and all gifts,
honorariums, loans, fees or other payments,
in money or other thing of value, given
or made directly or indirectly to any mem-
ber or employe of the FCC or his immedi-
ate family, by or on behalf of (your com-
pany).
"(4) Specification of any and all benefits,
other than those specified in (3), directly
or indirectly paid or provided for any mem-
ber or employe of the FCC or his immedi-
ate family, by or on behalf of (your com-
pany), including but not limited to any
travels, vacations, entertainment, hotel or
other accommodations, memberships, etc.
"(5) All bills, expense accounts, receipts,
vouchers, canceled checks, check stubs,
memoranda or other document evidencing
or reflecting any item or transaction speci-
fied in (3) or (4).
"It would be greatly appreciated if you
would furnish the above data on or before
Oct. 24, 1957.
"It is my understanding that during 1956,
pursuant to a request from the Antitrust
Subcommittee of the House Committee on
the Judiciary, you furnished that subcom-
mittee numerous documents from your files.
It would be greatly appreciated if you would
furnish to this subcommittee on or before
Oct. 17, 1957, a copy of each of the docu-
ments furnished to the Antitrust Subcom-
mittee."
In a second letter, also dated Oct. 3,
understood to have been sent to present
FCC commissioners and some, although
not all, former commissioners, Rep. Moulder
asked that the committee be furnished by
this Thursday an itemized statement show-
ing:
"(1) Any and all gifts, honorariums, loans,
fees or other payments, if any, in money or
other thing of value, given or made, directly
or indirectly, to you or any member of
your immediate family, from the time of
your appointment to the FCC to present,
by or on behalf of any person, firm, corpora-
tion, association, organization or group hav-
ing any interest, direct or indirect, in any
matters subject at any time to the jurisdic-
tion of the commission.
"(2) Any and all benefits, if any, other
than those specified in (1), received, di-
rectly or indirectly, by you or any member
of your immediate family from the time
of your appointment to the FCC to present,
and paid for or provided by, or on behalf
of, any person or group specified in (1),
including but not limited to any travels,
vacations, entertainment, hotel or other ac-
commodations, memberships, etc.
"It would be appreciated if you would
specify: (a) the time, nature, and amount
or value of each of the items specified in
(1) or (2), if any; (b) the details concerning
such items; and (c) all persons concerned
in such transactions."
The networks are expected to request
an extension of the deadline set by Rep.
Moulder, citing such things as the tremen-
dous amount of work it will take to com-
pile the information and the high cost
factor involved in reproducing the records.
The subcommittee has been charged with
determining whether six federal regulatory
agencies are administering the laws as
Congress intended. These six agencies in-
clude the FCC, FTC, Civil Aeronautics
Board, Interstate Commerce Commission,
Federal Power Commission and Securities
& Exchange Commission.
Ten days ago [At Deadline, Oct. 7], Rep.
Moulder charged that the CAB and pos-
sibly other agencies plan to block the com-
mittee's work by refusing access to files.
He stated the subcommittee has informa-
tion that the chairmen of the six regulatory
bodies held a luncheon meeting to map a
plan of resistance. At the same time, Rep.
Moulder announced that James R. Durfee,
chairman of the CAB, would be asked to
explain in an open hearing this Thursday
what right the CAB has to withhold infor-
mation from the committee.
An official of the CAB expressed sur-
prise at Rep. Moulder's statements and
claimed the intent of the agency had been
just the opposite.
Various of the six chairmen have ad-
mitted that they frequently get together to
talk over their common problems, but de-
nied a planned anti-Moulder meeting was
held. These meetings reportedly take vari-
ous forms; sometimes the chairmen have
lunch, or they might play golf. The Moulder
investigation was discussed at one of these
informal meetings.
All present and concerned with the in-
vestigation reportedly expressed indignation
at the apparent political motivation of the
committee — based on what investigators are
looking for. [Rep. Moulder and Dr. Bernard
Schwartz, chief counsel for the subcommit-
tee, have repeatedly denied that the group
has any political connotation whatsoever].
According to this pooling of information
on what was transpiring at each agency, the
investigation appears to be leaning toward
a "besmirchment" of the integrity and char-
acter of individual commissioners. A com-
missioner from one of the agencies, it is
understood, cited as an example Dr.
Schwartz's appeal for "faceless informers"
which, it was the consensus of the group, is
nothing but a "McCarthy approach."
Also understood to have been discussed
by the chairmen were requests for corre-
spondence, memos and telephone calls from
and to the White House. It was felt that this
is an Executive trust and should not be re-
leased to congressional inspection without
White House sanction. This, it was felt, falls
into the jurisdictional question as to whether
the independent agencies are solely "crea-
tures" of Congress.
The CAB still is the only agency sched-
uled to be called at the Thursday hearing,
although there is a possibility that others
may be called to testify. The entire sub-
committee is scheduled to be in Washington
for an executive meeting on that date, also.
Unique Program Service Rule
Dropped by FCC as 'Too Vague'
The FCC has done away with its so-called
unique program service rule because it "is
an unsatisfactory allocation tool" whose
provisions are "too vague and indefinite" to
be of assistance in the filing and processing
of am applications.
The rule provided protection from inter-
ference beyond the normally protected con-
tours (500 uv/m) for stations offering a
unique service, and allowed those claim-
ing such service to have their demands de-
termined on the basis of the facts in each
case.
ABC, CBS, and several college-owned
stations had asked the Commission not to
take this protection away. Some consulting
engineers thought deletion of the rule would
assist the FCC.
Page 60 • October 14, 1957
Broadcasting
this is
s year...
Broadcasting Co.
DETROIT, MICHIGAN
Represented Nationally by Blair TV
Broadcasting
October 14, J 957 • Page 61
Westerners listen1
to their favorite2
programs on
the CBS Radio
Pacific Network3
1 Listen: This refers to "ears in use,"
not merely to "sets in use."
2 Favorite: As in Harry Babbitt, Sun-
day News Desk, Dave Vaile News,
Ruth Ashton, Frank Goss News and
Tom Harmon — to name just a few
great CBS'rs.
3 Network: 245,000 watts to blanket
the 3 Pacific Coast States.
Summary: Programs, Personalities
and Power . . . that's why your mes-
sage belongs on the CBS Radio
Pacific Network.
GOVERNMENT continued
WILL SATELLITES JAM SPECTRUM?
• This is big question in wake of Russian Sputnik
• Answers put forward are speculative, far-reaching
As the Red-launched and red-tinged Sput-
nik satellite orbited around the earth last
week, the implications of what is acknowl-
edged to be the opening of space travel by
unmanned and manned rockets spread in
ever widening circles, bringing a host of
questions impinging on radio and tv and the
radio spectrum.
The answers to these questions, mainly
speculative, ranged from fears that the
forthcoming decade would see a greater
and greater demand for radio frequencies
to the prospective projection of earth satel-
lites in fixed positions above the earth act-
ing as gigantic tv relay stations whose broad-
casts would span half the globe.
The possibility that the age of space
would jam the radio spectrum was foreseen
by many observers, who saw in the uprush-
ing space future a swelling demand for radio
frequencies for telemetering, for guidance
and controls and (for the day of human
space travel) communications.
Qualified radio engineers, however, ex-
pressed the feeling that the demand would
be met without any upheaval in existing
radio assignments. Most felt that the de-
mand for spectrum space would be in the
uhf and shf (super high frequency) areas.
Renewed were past years' theories that
proposed the establishment of a "moon"
satellite whose orbit could be set to corre-
spond to the rotation of the earth — thus
keeping it in one position in relation to the
earth — and which would be used as a pas-
sive reflector from which vhf, uhf and shf
radio and tv signals could be "bounced"
back to distant points on earth, or as a re-
peater whose signals could be sprayed back
toward terra firma with a coverage exceed-
ing the fondest hopes of Westinghouse Elec-
tric Corp. in its post-war "Stratovision"
promises.
Early in the post-war years, Westinghouse
proposed — and demonstrated — a system of
tv coverage which used airborne transmit-
ters acting as sky-high relays to cover vast
areas of the United States.
The proposal for a repeater station for
communications and radio-tv broadcasting
out in space was submitted in 1954 to the
National Science Foundation by Richard W.
Porter, General Electric Co. Dr. Porter
envisaged a series of spheres in orbits about
2,000 miles from the earth acting as broad
band repeaters. An alternative method, Dr.
Porter suggested, was to use a plane mir-
ror or repeater 22,000 miles from the earth
to bounce radio and tv signals across the
oceans. Earth parabolic antennas would be
250 ft. in diameter, Dr. Porter estimated.
His discussion envisaged 5 mc video chan-
nels "provided by an eight-digit binary
pulse code modulation and a wavelength of
10 cm. [3,000 mc]." Earth transmitters
would have to produce powers from 100
w to 10 megawatts, depending on the type
of satellite and its distance from the Earth.
[Government, August 22, 1955].
A similar suggestion was made by an-
other GE scientist, R. P. Haviland, at the
1955 meeting of the American Rocket
Society [Manufacturing, Nov. 21, 1955].
In the discussions that circulated among
broadcast engineers and attorneys last week,
one startling comment was made by an
FCC attorney — posing potential grave por-
tents for broadcasters. It was this:
As more and more countries put satel-
lites into outer space and if there is no inter-
national agreement on frequencies to be used
(the Russians did not use the accepted 108
mc frequency for the International Geo-
physical Year telemetering "moons"), all
radio services may find outer-space trans-
missions interfering with their own com-
munications. And, this source emphasized,
our government certainly would want to
monitor the transmissions of such satellites.
This brings up the possibility that radio
services in those frequencies would be asked
to shut down during the life of the satel-
lites' signals. This could run to weeks or
months, it was noted.
Comr. T. A. M. Craven, the FCC's only
member with an engineering background,
stated that it was going to take a lot of
vision to prepare for the forthcoming space
era requirements for spectrum space. "Right
now and for some time it appears that
these moons are going to be used mostly
for scientific investigation," Mr. Craven
said, "so there is no real problem. But, if
and when they begin talking about using
them for relay purposes or for interplanetary
JOKE ON COMRADE
The pranksters are always with us.
Broadcasts on the 20 mc and 40 mc
frequencies on which the Russian
satellite was transmitting its beep sig-
nals last week were picked up by
the FCC's monitoring stations in
the Boston, Seattle, and mid-Atlantic
states areas. The text of one message
read: "CQ, CQ. DE SPUTNIK. THIS
SCIENTIFIC EXPERIMENT IS A
FAILURE. ARVA."
FCC officials said last week they
were investigating these fake mes-
sages ostensibly from Sputnik. They
were all single shot transmissions,
however, too brief to permit monitors
to establish a fix on the transmitters'
locations.
The Commission warned that such
misuse of radio facilities by a licensed
operation would be prosecuted and
could bring suspension of license to
the guilty operator.
The FCC's field engineering and
monitoring service began "observing"
the Russian satellite's signals at 8:10
p.m. EDT, Oct. 4.
Page 62 • October 14, 1957
Broadcasting
MATURITY
Maturity makes haste slowly.
We like quick sales, too. But if... from our
years of experience .. .we feel too hurried
action endangers future success, we say so.
We've found it pays to help clients
choose between hasty decisions ... and wise ones.
AVERY-KNODEL
INCORPORATED
NEW YORK ATLANTA DALLAS DETROIT SAN FRANCISCO LOS ANGELES CHICAGO SEATTLE
IT'S
NO
ACCIDENT
There are
many
Reasons*
WHY
KWKW
BROADCASTS
MORE HOORS OF
SPANISH RADIO
THAN ANY
OTHER STATION
IN THE U.S.
All Day
AND
All Night
(21 HOURS)
*573,000 Spanish Speaking people
listen to KWKW in the L.A. area.
These Spanish Speaking Angele-
nos spend over one and two-
thirds MILLION Dollars per day!
More than 319 Advertisers
have used KWKW profitably
for one year or more.
PASADENA • LOS ANGELES
V Spanish Language
\. Station y
L. A.— RYan 1-6744
S. F. — Theo B. Hall
Eastern Rep. — National Time Sales
GOVERNMENT
CONTINUED
MA, WHERE'S MY SPACE HELMET?
The Soviet Union's earth satellite has
revived advertiser interest in a radio-tv
program, Space Cadets, which has been
off the air almost two years.
Rockhill Productions, New York,
which produced the series for six years
and still holds rights to it, reported last
week that two hours after the announce-
ment of Sputnik, the company began re-
ceiving inquiries about reactivating the
series. Ted Hudes, an executive of Rock-
hill, said that more than 100 telephone
calls, wires and letters had been received
from advertisers, agencies, agents and
promoters.
He said plans now are being formu-
lated for producing a new version of
Space Cadets, with one significant change :
moving the date of action of the series
from the year 2350 (used in the old
series) to 2057.
Until it went off the air on January
1956, Space Cadets had been a network
presentation for six years, carried, at vari-
ous times by NBC-TV, CBS-TV and CBS
Radio, DuMont Television Network and
ABC-TV. Sponsors included Kellogg's,
Kraft and the International Shoe Co. Be-
fore the news of the earth satellite, Rock-
hill had no plans to revive Space Cadets.
communications, then we must begin study-
ing this subject in all seriousness."
Comr. Craven emphasized that the one
most important subject as far as communi-
cations is concerned was to determine the
best frequency for such use. "All we know
now," he declared, "is that the higher up
you go in frequencies, the better they get
through the atmosphere."
Edward W. Allen Jr., FCC chief engineer,
expressed optimism that when the time
comes to face the problem of space com-
munciations, new frequency space will be
available and scientists will have new tech-
niques in use. He, too, noted that at the
moment the space program is primarily
scientific.
Albert L. Mcintosh, chief of the FCC's
Frequency Allocation & Treaty Div., also
held that it was premature to speculate
on the type and needs of space communica-
tion frequencies. He observed that most
equipment in use or proposed to be used
is being improvised from existing gear. He
called attention to the obvious requirement
for international agreements on frequencies
and noted that space ships meant a new
dimension for international radio agree-
ments.
John H. DeWitt, president of WSM-AM-
TV Nashville, Tenn., expressed the belief
that the frequencies most useful for space
communications would be those above 400-
500 mc. He foresaw a future demand for
such space frequencies, but expressed the
belief that there is plenty of spectrum space
— plus new techniques for using this space.
He also recalled that he once suggested that
a space repeater be established using 10,-
000 mc and a 1 kw transmitter. High fre-
quencies permit the use of small, high
gain antennas, he noted.
Mr. DeWitt in 1946 was the Army Signal
Corps colonel responsible for bouncing a
microwave signal off the moon, indicating
the feasibility of this method of communi-
cations relay.
The Russian satellite, weighing 184 lbs.,
was reported transmitting with a 1 w trans-
mitter, on 20.05 mc and on 40.005 mc.
The 20 mc band is the international stand-
ards frequency and is one of six frequencies
used by the National Bureau of Standards'
WWV (this standards station broadcasts
standard frequencies on 2.5, 5, 10, 15, 20,
and 25 mc). The 40 mc band is internation-
ally assigned to fixed and mobile services,
plus aeronautical in Region 3 (Southern
Hemisphere). In the U. S., 40 mc is assigned
to government use.
The U. S. satellites, are due to be shot
aloft between December and March. The
final, fully instrumentated sphere, will
weigh 21 lbs. and will radiate seven signals,
all on 108 mc.
HALEY'S 'COMET
IS NO MISNOMER
They've always jokingly referred to An-
drew G. Haley, Washington, D.C., radio
attorney and rocket enthusiast, as "comet"
— for the fast-moving and wide interests
and travels of this
big man (6 ft., 200
lbs.) from the Pa-
cific Northwest.
Last week, his
name became
known not only
throughout the
United States but
throughout the
world. It was pretty
well known in ra-
dio and rocket cir-
cles before, but
with the advent of
space missiles it has become a worldwide
household name.
Mr. Haley, elected to be the 1958 presi-
dent of the International Astronautical Fed-
eration at last week's conference in Bar-
celona, Spain, called for the United States
Congress and the United Nations to define
the boundary between national air and the
"high seas" of airspace. He also urged
that the moon be declared an "autonomous
and free" territory. For the former, Mr.
Haley suggested that 275,000 ft. altitude be
accepted as the outermost limits of national
sovereignty. He also expressed fear that if
the Russians made a manned landing on
the moon, or hit it with a missile, it could
claim it as part of its territory.
This is not the first time Mr. Haley has
called for an international agreement gov-
erning outer space. Two years ago he pro-
posed that the International Telecommuni-
cations Union in Geneva establish special
frequencies for space travel guidance, tele-
metering and communications [Govern-
ment, Nov. 21, Aug. 22, 1955].
Beginning early next month, Mr. Haley
MR. HALEY
Page 64 • October 14, 1957
Broadcasting
and Dr. Welf Heinrich begin a series of
lectures on space law before law schools
throughout the country. It starts Nov. 4 at
Princeton U., and culminates Nov. 26 in
Washington before the combined law
schools of U. of Maryland, American U.,
Catholic U., Georgetown U. and George
Washington U.
The 53-year-old lawyer was born in Ta-
coma, Wash. He took his A.B. at George
Washington U., Washington, D.C., and his
LL.B. at Georgetown U., also Washington.
Before World War II, he was counsel
to the FCC. He has attended innumer-
able international telecommunications con-
ferences, beginning with the 1947 Atlantic
City conference, as an industry advisor.
He is the senior partner in the Washington
law firm of Haley, Wollenberg & Kenehan.
FTC Examiner Proposes
Stay on Liggett & Myers Claim
The Federal Trade Commission reached
a new stage in its protracted action against
Liggett & Myers Tobacco Co. (Chesterfields),
New York, when a hearing examiner last
week recommended prohibiting a claim that
the cigarettes will have no adverse effect on
nose, throat or accessory organs.
The first FTC action against the company
was taken five years ago in a crackdown
against five big cigarette makers on adver-
tising health claims. (Others were American
Tobacco [Lucky Strike], R. J. Reynolds To-
bacco Co. [Camel], P. J. Lorillard Co. [Old
Gold] and Philip Morris Co.)
In last week's initial decision on the Ches-
terfield complaint, Hearing Examiner Wil-
liam L. Pack ruled that smoking cigarettes
"will have, or certainly is likely to have,
some adverse effect" on a smoker's nose-
throat area. In the manufacturer's favor,
however, he reaffirmed an earlier initial deci-
sion [Government, Aug. 2, 1954] recom-
mending that challenges of "milder,"
"soothing and relaxing", leaving no "un-
pleasant after-taste" copy points be dis-
missed as posing no public interest issue.
The Commission earlier had overruled the
examiner on this issue and remanded the
case for further proceedings.
It also is the only cigarette advertising
complaint pending before the federal agen-
cy. Since publication of the FTC Cigarette
Advertising Guides in September 1955,
manufacturers generally have shied away
from health claims, emphasing instead "taste
and flavor," according to Comr. Robert T.
Secrest in testimony last July before the
House committee headed by Rep. John A.
Blatnik (D-Minn.) investigating advertising
claims.
Craven Plan Officially Shelved
The FCC last week officially dismissed
the Craven plan until the Television Allo-
cations Study Organization completes its
study of possible basic changes in the tv
allocations structure. Last month, the Com-
mission announced staff instructions which
would dismiss the proposal to allocate tv
channels on an individual basis and delete
the current fixed table [Government, Sept.
16].
Broadcasting
FTC Charges Schick
With False Advertising
In one part of a five-pronged complaint
last week against Schick Inc., Lancaster,
Pa., the Federal Trade Commission charged
the firm with false advertising on radio,
tv and other media. The complaint also
deals with alleged price fixing, and three
antitrust charges on price discrimination,
promotional allowances and demonstrator
services.
Challenged advertising involved an offer
of the Lady Schick razor — "free," says
the FTC — with purchase of a Schick 25
man's razor. The "Lucky Lady" campaign
ran between January and May, according
to the Commission. To support its claim
that the offer was misrepresented, the FTC
said Schick refused to accept trade-ins, in
effect raising the price of the Schick 25
model, and in addition raised the price
to wholesalers.
The complaint noted that consolidated
net sales of Schick and its subsidiaries in
1956 exceeded $27.5 million.
The respondent has 30 days to answer
the government complaint prior to a hear-
ing Dec. 3, in Lancaster, Pa. In August,
Schick signed a consent order with the FTC
agreeing not to misrepresent free home
trial offers and not to sell used razors as
new. This order, not an admission of any
violation, followed a complaint last spring
citing tv network and other advertising.
Nordberg Appointed by FCC
To Head Common Carrier Bureau
John J. Nordberg, chief of the FCC's
telephone division since 1955, last week
was promoted to chief of the Commission's
Common Carrier
Bureau, effective
immediately. He
succeeds Harold G.
Cowgill who be-
came chief of the
Broadcast Bureau
last spring.
Mr. Nordberg. a
graduate of George
Washington U., has
been with the FCC <
almost continually
since 1935 in var- MR NOrdberg
ious accounting ca-
pacities including that of chief of the ac-
counting systems division. During World
War II he was on active duty with the
Naval Communications Reserve and ad-
vanced to lieutenant commander.
Booster Comments Limit Extended
At the suggestion of the National Com-
munity Television Assn. and the request of
Colorado Gov. Stephen McNichols, the FCC
has extended its deadline for formal com-
ments on proposed rules which would per-
mit restricted use of low power television
repeater stations.
Last summer, Gov. McNichols visited
the Commission and urged approval for
vhf boosters as well as the previously pro-
posed approval for uhf boosters. There are
several vhf boosters already operating in
Colorado under the governor's "authoriza-
tion" in spite of FCC protests.
Comments now are due Dec. 15 instead of
Oct. 1; reply comments are due Jan. 14 in-
stead of Oct. 30.
Oral Roberts Answers Charges
By NAFBRAT in KCOP (TV) Case
The issue of religious freedom was in-
jected into the KCOP (TV) Los Angeles
renewal case when the Rev. Oral Roberts,
evangelist who had been accused of false
faith healing, stoutly defended his ministry.
And also KCOP urged the FCC to sum-
marily dismiss NAFBRAT's complaint be-
cause it was not duly authorized and is
solely a censorship attack on KCOP's
programming.
Mr. Roberts filed a reply to accusations
by the National Assn. for Better Radio &
Television, which asked the FCC to set the
license renewal application of the Los An-
geles ch. 13 independent for hearing on
grounds that it had failed to meet program
standards established by NARTB [Govern-
ment, Sept. 16]. Among the charges were
what the NAFBRAT group called "undoc-
umented faith healing" and "commercial
hypnotism" by Mr. Roberts in his program
on the station.
KCOP, in its Sept. 27 reply to the com-
plaint, emphasized that only one of the
organization's board of directors acknowl-
edged that he had prior knowledge of the
complaint or had consented to it. The Los
Angeles station termed the complaint "an
opinionated attack by a small California
organization dedicated to censorship of ra-
dio and tv."
The Los Angeles independent said that
the Rev. Roberts was sponsored by no fewer
than 1 5 church groups and that he has been
on more than 125 tv stations. In answer to
another allegation involving a local auto-
mobile dealer, KCOP said the dealer had
not been found guilty of misrepresentation,
and until he was, he should not be denied
the use of tv for advertising purposes. It
also denied that its commentators were
guilty of bias.
The gist of Mr. Roberts' defense was that
what healing has occurred on his program
has been substantiated. He also included in
his reply judgments by ministers and others
on his work. He indicated as "loaded" the
question propounded by NAFBRAT to
medical and religious leaders which refers
to "undocumented miracles on tv programs
such as the Oral Roberts program . . ." The
complaint, as it refers to Mr. Roberts, the
minister stated, "presents a prejudiced and
one-sided point of view." His program, Mr.
Roberts said, is viewed by millions of peo-
ple throughout the United States. He added:
"Certainly it is not within the province of the
Commission to attempt to make an evalua-
tion of whether the claims of this particular
religious group are justified or not . . . Any
federal agency which would venture to judge
the validity of those views would, by that
act, undermine the religious freedom of all
Americans guaranteed by the First Amend-
ment to the Constitution . . ."
Also pending FCC approval is an applica-
tion for the sale of KCOP from its present
October 14, 1957 • Page 65
GOVERNMENT continued
owners, Copley Press Inc., to Kenyon
Brown, Harry L. (Bing) Crosby, George L.
Coleman and Joseph A. Thomas for $4
million. The NAFBRAT complaint also
asked that this be refused.
South Bend, Elkhart Combined,
Assigned Lower Uhf Channels
A strong uhf area was made even stronger
by the FCC last week when high uhf chan-
nels assigned to South Bend and Elkhart,
both Indiana, were replaced with lower
channels and the cities were made a hyphen-
ated area on the table of assignments.
South Bend-Elkhart received chs. 22 and
28 in exchange for chs. 34, 46 and educa-
tional 40. This was accomplished by sub-
stituting ( 1 ) ch. 79 for ch. 22 in Waukegan,
111.; (2) ch. 83 for ch. 28 in Elgin, 111.; (3)
ch. 40 for ch. 42 in Benton Harbor, Mich.;
(4) ch. 46 for ch. 36 in Kalamazoo, Mich.;
(5) addition of Plymouth, Ind., to table of
assignments with ch. 34, and (6) making ch.
52 Elkhart, available for educational use in
South Bend-Elkhart.
At the same time, the Commission mod-
ified the licenses of WSJV (TV) Elkhart to
specify operation on ch. 28 instead of 52
and WSBT-TV South Bend to specify op-
eration on ch. 22 instead of 34. These two
changes were conditioned that construction
could not begin until requested engineering
information had been given the Commission
by the two stations. WNDU-TV South Bend,
with FCC approval, shifted from ch. 46 to
16 last summer.
KGO-TV Asks Commission Hearing
On Location of Antenna Farm
KGO-TV San Francisco (ch. 7), owned
by American Broadcasting-Paramount The-
atres Inc., last week asked the FCC for a
hearing on its dispute with KRON-TV San
Francisco (ch. 4) over the location of an
antenna farm in that city.
KGO-TV wants the new multiple station
television tower to be built on Mt. Sutro.
But KRON-TV already has won approval
by the Airspace Panel of the Air Coordinat-
ing Committee for construction on Mt. San
Bruno. Both are near the city's international
airport. [Government, Sept. 16]
According to KGO-TV, the Mt. Sutro
location would constitute less of an air
safety hazard and provide better service.
The station added that selection of Mt.
San Bruno would cause KGO-TV serious
economic injury by providing KRON-TV
with improved coverage of an audience for
which both stations compete.
FCC Dismisses One Ch. 13 Bid
The FCC last week dismissed with prej-
udice the application of Frontier Broad-
casting Co. for a new tv station on ch. 13
in Alliance, Neb., and in so doing paved
the way for a possible award to Western
Nebraska Television Inc., the only other
applicant for the channel.
At the same time the Commission ap-
proved Frontier's request to hike the power
of KSTF (TV) Scottsbluff, Neb., ch. 10.
from 11.513 to 240 kw, and antenna height
from 240 to 840 ft. KSTF has been a satel-
lite of KFBC-TV Cheyenne, Wyo., but as a
regular station is understood to be capable
of reaching the Alliance audience some 40
miles away.
Longer Plans Bill to Prohibit
FCC From Acting on Toll Tv
Senator William Langer (R-N.D.) stated
last week that he will introduce a bill in the
next session of Congress to prohibit the FCC
from licensing pay tv. Sen. Langer declared
that the communications laws currently con-
tain neither authorization nor express pro-
hibition for the regulatory body in the matter
of subscription service.
Mr. Langer claimed that millions of peo-
ple would be deprived of seeing various
types of programs if pay tv is allowed. In
referring to Senate debate on the Federal
Radio Act of 1927, he stated that the reason-
ing then for not prohibiting pay-as-you-
listen radio is not applicable.
The North Dakotan joins other congres-
sional critics of pay tv, including Rep. Oren
Harris (D-Ark.), chairman of the House
Commerce Committee, who intends to hold
hearings on the subject early next year.
Rep. Emanuel Celler (D-N.Y.) and Sen.
Strom Thurmond (D-S.C.) have both intro-
duced bills to prohibit pay tv (HR 586 and
S 2268, respectively). Both Rep. Celler and
Sen. Thurmond intend to push their bills
next session.
Meanwhile, Comr. Robert E. Lee de-
clined comment on Rep. Celler's request
that Mr. Lee disqualify himself in the toll
tv considerations [At Deadline, Oct. 7].
Mr. Celler asked this because of Mr. Lee's
article last year in Look magazine recom-
mending a public trial for toll tv.
Examiner Finds Against Kriegel
Harry G. Kriegel, trading as Superior
Products, 673 Broadway, New York, has
been ordered in a Federal Trade Commis-
sion initial decision to stop claiming a plas-
tic sheet attachment for tv sets will simulate
color television. Mr. Kriegel, however, has
told the commission that he did not own
the firm and that sale of the product was
discontinued June 1, 1956. The action by
an FTC hearing examiner follows a com-
plaint made last spring. It is not a final de-
cision of the commission.
'Bachelor Father1 In Court
Jay Sommers and Don Nelson, writers of
the Ozzie & Harriet program on ABC-TV,
went to court last week in a move to estab-
lish their ownership of another tv series,
Bachelor Father. The complaint, filed in
Los Angeles Superior Court by attorney
Ralph Marks, asks for (1) declaration that
the plaintiffs own the program, (2) an ac-
counting and (3) $200,000 damages from
the defendants: American Tobacco Co.,
CBS, Music Corp. of America and Revue
Productions.
The complaint alleges that early in 1956
the plaintiffs submitted a program of iden-
tical title and plot to MCA, which was to
act as their agent, and says it turned up on
CBS-TV 14 months later with American
Tobacco as sponsor.
good
digging
for sponsors, too!
Elton Britt, once prospector for
uranium, wrote and recorded for
RCA-Victor the first country and
western song ever to sell over a million
records. His records have sold 1 2 million plus. Britt is now finding better
diggings on WMAL-TV's "Town and Country Time" . . .2:00-3:00
p.m. Monday through Friday . . . produced by Connie B. Gay, and
birthplace of Jimmie Dean, Patsy Cline, and George Hamilton, IV.
With Britt, Roy Clark's band, top guest stars, this show digs gold for
sponsors too, in the tradition of WMAL-TV, first local station to
program country music successfully.
"J" real live daytime programming
wmal-tv 1 61
maximum power on channel 7 WASHINGTON, D.C.
AN EVENING STAR STATION/ Represented by H-R Television, Inc.
Page 66 • October 14, 1957
Broadcasting
UP
54%
UP
55%
Monday from *| 5*8
"Twenty One" to 24.3
JmieARB
Aug. ARB
JuneARB
Wednesday fr0m
"Navy Log" to 2 1 .9
f Of Both Metro ARB Surveys
After 120 days of operation
IN
THE GREAT CHARLOTTE MARKET!
up
Thursday from | 3#7
"News-Weather" to \ 8.9
JutneAfil
Aug, ARB
44.8% increase in
share of sets-in-use
Mon. thru Fri.
9 a.m. to midnight.
UP
85%
Frid°y from 1 3.3
On Trial" to 24.6
WSOC-TV
JuneARB
Aug. ARB
H. R. Representatives Inc.
F. J. Representatives Inc.
Nationally
Atlanta
Larry Walker — President and General Manager
C. George Henderson — General Sales Manager
Broadcasting
October 14, 1957 • Page 67
GOVERNMENT CONTINUED
NIGHTTIME
WSAZ -TV
DELIVERS 1000 HOMES
BETWEEN
7:30 and 10:30 P. M.
FOR $1.30
The second station's
cost per thousand
homes is $2.39
84% Higher
The third station's
cost per thousand
homes is $5.42
317% Higher
AND ANYTIME
WSAZ-TY delivers
ONE THIRD more
total homes than
both other
Huntington-Charleston
Stations COMBINED
HUNTINGTON-CHARLESTON, W. VA.
XT.B.O- ITBTWQSS
Affiliated wilh Radio Stations
WSAZ. Huntington 4 WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katx Agency
CALL YOUR KATZ MAN
Page 68 • October 14, 1957
WKLO-TV, ABC-TV Denied Voice
In WTVW (TV) Show Cause Case
Mid-America Broadcasting Corp., per-
mittee of WKLO-TV Louisville, Ky., ch. 21,
and ABC-TV last week were prevented by
the FCC from taking part in a forthcoming
Commission hearing on Dec. 9 at which
WTVW (TV) Evansville, Ind., ch. 7, must
show cause why it shouldn't broadcast on
ch. 31. The Commission said absence of
the would-be intervenors would cause no
injury to their existing rights.
WTVW stands to lose its rights to ch. 7
because of a previous deintermixture ruling
which proposes to switch the outlet to ch.
31, and transfer ch. 7 to Louisville [Gov-
ernment, Aug. 12]. The Commission
scheduled the hearing a fortnight ago to
determine if the proposed shifts would be
in the public interest [Government, Oct.
7].
The Commission noted that WKLO-TV
has "a definite interest in the outcome of
the hearing" if ch. 7 actually is assigned to
Louisville. It added that ABC-TV has con-
tingent affiliation interests.
But the FCC decreed that neither had
sufficiently current interests to qualify them
as intervenors at the forthcoming WTVW
hearing. The Commission noted that if
WKLO-TV and ABC-TV were given such
a privilege, similar courtesies might have to
be granted many others "which would un-
duly complicate and prolong the proceed-
ing."
WILO Gets FCC 'Show Cause'
Alleging After-Hours Operation
WILO Frankfort, Ind., on Oct. 2 was
directed by the FCC to submit a state-
ment within 30 days giving reasons why the
station's license should not be revoked for
alleged operation after specified hours.
The Commission charged that WILO, a
daytimer on 1570 kc, illegally operated its
main transmitter to broadcast basketball
games at night during the winter months
on 1606 kc, which is licensed to WILO's
remote pickup station, KD-2563. A game
broadcast for "general public reception"
March 9 from 7:59 p.m. to 9:45 p.m. CST
is mentioned specifically by the FCC. At
the conclusion of the basketball game,
the licensee transmitted a "false and decep-
tive signal" by announcing the KD-2563
call, according to the Commission.
Last May, WILO was given official notice
of the alleged violations and the station's
explanation was "evasive and unsatisfac-
tory," the Commission stated in its new de-
mand for an accounting.
The Commission also suspended for four
months the radio-telephone first class op-
erator's license of Lewis M. Shroyer, gen-
eral manager and chief engineer of WILO,
because of the alleged violations of FCC
rules.
FTC Rules Stamps Not 'Unfair'
The Federal Trade Commission, after a
quiet investigation begun about six months
ago, has announced it will not now issue
any complaints against the use of trading
stamps. The FTC, noting that stamps have
been used for over 60 years held that the
plans in themselves are not an unfair method
of competition. It noted that popularity of
the stamps, although now at a record high,
had fluctuated widely. At present, about
300 companies are doing a $600 million busi-
ness in the field. Sperry & Hutchinson Co.,
considered the only nationally distributed
company, has an annual tv budget near
$2.5 million.
KYAT (TV) Construction Delay
Brings FCC 'Get Tough' Order
In what has been described as a con-
tinuing "get tough" policy, the FCC last
week served notice on two tv construction
permit holders that they are in danger of
losing their authorizations for failure to pro-
ceed with construction.
Wrather-Alvarez Broadcasting Co., per-
mittee of ch. 13 KYAT (TV) Yuma, Ariz.,
was given 20 days to request a hearing or
its cp will be deleted. Wrather-Alvarez has
a petition for rule-making to shift ch. 13 to
El Centra, Calif., pending, and has requested
an extension of the KYAT cp (which ex-
pired March 25) until the Commission acts
on the channel shift.
The FCC told the permittee that delay
in construction of KYAT is not due to
matters beyond its control but rather to the
voluntary decision to await a Commission
decision on the rulemaking petition. A grant
of the extension would not be warranted
under the circumstances, the Commission
said. Wrather-Alvarez also owns KFMB-
TV San Diego and KERO-TV Bakersfield,
Calif.
Set for hearing was the application of
Robert S. McCaw for extension of his cp
for ch. 23 Yakima, Wash., also on the
grounds the permittee lacks sufficient reasons
for not building the station. Mr. McCaw
also owns 33!/3% of KYAK Yakima and
KALE Richland and has interests in com-
munity antenna tv systems in Aberdeen and
Kennewick, all Washington.
AT&T Denies Stations' Charge
The American Telephone & Telegraph
Co. has filed a sworn statement with the
FCC categorically denying "undue delay" or
a "lack of willingness" to supply North
Dakota Broadcasting Co. with program
transmission facilities between Minneapolis
and the Fargo-Minot area.
The firm, which operates KBMB-TV Bis-
marck, KXJB Fargo-Valley City and KCJB
Minot, all North Dakota, last summer
stated that AT&T had stalled on his applica-
tion without giving him a direct answer.
FCC Extends Class IV Deadline
At the request of the Community Broad-
casters Assn., representing class IV am
stations, the FCC has extended to Nov. 1
the time to file comments on proposed rules
to increase their broadcast power from 250
w to 1 kw. The old deadline on the across-
the-board proposal was Oct. 1 .
McElroy Assumes Defense Post
Neil H. McElroy, former president of
Procter & Gamble Co., assumed one of the
nation's most important governmental posts
Wednesday when he was sworn in as Secre-
Broadcasting
Hey, Laddie!
W Ye Ken
"TEN"
in R-r-rochester?
Tis Where TW
Farthin's
go Farthest !
. . . Yes, you don't have to be a Scotch-
man to see that Channel 10, with an average share-of-
audience in Rochester of 58.4%, is the BIG BUY!
Channel 10 gets the lion's share of the Rochester viewers
Mornings, Afternoons and Evenings— carries 15 of the
top 16 programs Rochesterians prefer!— If you want the
eyes and ears of Rochester, buy on the "Big Ten"
Channel!
ROCHESTER, N. Y.
NAT L REPRESENTATIVES
THE BOLLING CO., INC.
EVERETT McKINNEY
ADCASTING
111
mm I
•; X
*Wm mm
October 14, 1957
Page 69
GOVERNMENT continued
tary of Defense. He is the sixth secretary
since the office was established under the
armed services unification act of 1947.
After the swearing-in ceremony, President
Eisenhower greeted him, saying, "Welcome
to the Cabinet. You are now a bureaucrat."
FTC Rolaids Hearing Snags
On Admissibility of Survey
The government's case against American
Chicle Co.'s Rolaids tv commercials [Gov-
ernment, May 20, Oct. 7] bogged down
last week around introduction as evidence
of a government survey of general practi-
tioners.
The Federal Trade Commission survey
was admitted in the false advertising hear-
ings, but American Chicle has filed an in-
terlocutory appeal challenging its com-
petency as evidence. The survey was based
on questionaires sent to a representative
group of doctors in connection with the
government position that Rolaids tv com-
mercials falsely imply medical representa-
tion. The respondent contends that the
survey was not carried out according to
instructions of an FTC statistician.
After a three day skirmish about the
survey, the government Thursday began to
call witnesses to testify on technical points
in the Rolaids copy. The FTC has charged
Rolaids with falsely disparaging competitors
by claiming Rolaids to be "twice as effec-
tive" as competing products.
Williamson Named Chief Clerk
Of House Commerce Committee
W. E. (Ed) Williamson, Democratic
mayor of Magnolia, Ark., has been ap-
pointed chief clerk of the House Interstate
and Foreign Commerce Committee, replac-
ing Elton J. Layton, a Republican who
served 36 years in the post. Mr. Williamson
will assume his post Nov. 1.
Rep. Oren Harris (D-Ark.), chairman of
the committee, announced Mr. Williamson's
appointment during a speech delivered in
Magnolia. Messrs. Harris and Williamson
are close personal friends and were room-
mates while attending Henderson State
Teachers College, Arkadelphia, Ark.
In addition to his mayor's post, Mr. Wil-
liamson is manager of a Magnolia chair
factory. He also has served as district gov-
ernor of Lions International, has taught
school and for three terms (six years) was
clerk and ex-officio recorder of the circuit
and chancellery courts of Columbia County,
Ark.
Bender Denies Current Red Tie
William Bender, vice president of the
broadcast department of the American
Communications Assn., was one of five
subpoenaed witnesses who appeared before
the House Un-American Activities Commit-
tee in a one-day hearing last Wednesday
in Washington.
The ACA represents approximately 100
employes, mostly technicians, of seven ra-
dio stations in New York and Philadelphia.
The union was expelled from the CIO in
1950 after allegations the former was dom-
inated by communists. Mr. Bender swore
that he is not a member of the Communist
Party but pleaded the Fifth Amendment
when asked if he had ever been a member.
He also declined to say whether he had
ever attended a communist training school
but denied he had received instruction in
sabotage.
Justice Dept. Warns FCC
It Will Oppose AT&T Plan
The Justice Department's antitrust divi-
sion last week reminded the FCC that Jus-
tice will oppose current attempts by the
American Telephone & Telegraph Co. to
enter the field of private radio mobile com-
munications.
AT&T still is seeking FCC approval of a
lease-tariff-plan to offer certain two-way
radio equipment. To win the Commission's
favor, it must qualify for Title 2 of the
Communications Act which governs com-
mon carriers. As such, AT&T would be a
regulated monopoly, and according to some
officials, conceivably might escape future
charges of antitrust violations.
The Justice Department regards the
firm's wish to do business in mobile com-
munications as one that will threaten com-
petition in that young industry, and possibly
violate the Sherman Antitrust Act. It also
believes that AT&T would then be chal-
lenging a January 1956 court decree in
which the company was barred from doing
business under those federal regulations
which are without provision for antitrust
measures [Government, Sept. 23.]
FCC Turns Down Brenner Bid
A three-year-old request to allow uhf
stations to transmit aural signals with a
fixed picture has been denied by the FCC.
"To help compensate for the cost of
many hours of otherwise unproductive
transmission," Joseph Brenner in April 1954
asked the Commission to permit uhf sta-
tions to transmit sponsored music together
with fixed images.
In denying the request, the Commission
stated that the "use of a tv station merely
as an aural or quasi-tv station would not
serve the public interest." Present rules pro-
hibit, with certain exceptions, tv stations
from making aural transmissions unless the
aural and visual signals comprise an integral
part of a program or announcement and
have a substantial relationship with each
other.
Broadcast Bureau Gets New Power
The FCC has extended the authority of
the chief of its Broadcast Bureau to re-
move construction permits from those failing
to comply with Commission rules.
The bureau chief may declare the permits
forfeited if station is not built within the
time authorized, or within such further
time as the Commission may have allowed,
or if an application for extension has not
been filed in a timely manner.
MEN
Amazing discovery for time buyers in important Fresno and
San Joaquin Valley market is that #1 station (KJEO-TV,
Fresno) takes all strain, pain, hurry, worry out of buying
yet consistently does job best. Consult with your Branham
man for further details. We guarantee you'll save energy
. . . get more for your money on KJEO-TV Fresno. ACT
TODAY!
Page 70 • October 14, 1957
Broadcasting
ARE YOU
HALF-COVERED
IN
NEBRASKA'S OTHER BIG MARKET?
Have you noticed how much the Nielsen
NCS No. 2 has expanded Lincoln-land?
ARB SURVEY — LINCOLN-BEATRICE MARKET
June 9-15, 1957 — 8:30-10:00 P.M.
This special ARB Survey of the Lincoln-Beatrice market
was made at the request of an important national adver-
tiser. It shows that in EASTERN Lincoln-Land alone,
KOLN-TV gets more than twice as many viewers as the
leading Omaha station!
Rating
Share
KOLN-TV
29.5
57.0
Station B
12.5
24.2
Station C
9.5
18.4
Others
.2
.4
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV— LINCOLN. NEBRASKA
Associ.ted with
WMBD RADIO — PEORIA, ILLINOIS
KOLN-TV covers Lincoln-Land — a 69-county market
that is farther removed from Omaha than South Bend is
from Fort Wayne ... or Hartford is from Providence.
Lincoln-Land has 296,200* families with 191,710* TV sets.
All surveys show that KOLN-TV dominates this audience.
Get all the facts on KOLN-TV, the Official CBS Outlet for
South Central Nebraska and Northern Kansas. Ask Avery-
Knodel!
♦See NCS No. 2
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN-LAND —NEBRASKA'S OTHER BIG MARKET
Avery-Knodel, Inc., Exclusive National Representatives
Broadcasting
October 14, 1957 • Page 71
WDBJ
for 33 years
OUTSTANDING
in
ROANOKE
and Western Virginia
RADIO
by any measurement!
According to N. C. S. No. 2,
WDBJ has more than TWO
TIMES the DAILY N. C. S.
Circulation of Station "B";
more than THREE TIMES the
circulations of Stations "C"
and "D".
In the latest Roanoke Metro-
politan Area Pulse Report.
WDBJ has a 47% share of
total morning audience, 43%
share of total afternoon
audience, and 38% share of
total evening audience.
Tune-in same periods is high:
21.6, 23.8, 18.8. All figures
are Monday through Friday
averages.
Ask your Peters, Griffin,
Woodward "Colonel".
WDBJ
AM • 960 Kc. • 5000 watts
FM • 94.9 Mc. • 14,600 watts
ROANOKE, VIRGINIA
Page 72 • October 14, 1957
GOVERNMENT continued
exceptional showings were West Virginia
(11%) where the coal mining situation
improved and Idaho (11%) where farm in-
come gains were supported by improve-
ment in mining, manufacturing and con-
struction. Louisiana's 10% increase over
1955 was due to nonfarm income expan-
sion.
Per capita personal income ranged from
$2,858 in Delaware to $964 in Mississippi.
Other high-ranking areas were Connecticut,
New Jersey, California, Nevada, New York,
Illinois and District of Columbia. Rela-
tive increases in per capita were better
than the national average in New England
and the Mideast.
Following are estimates of total and per
capita personal income by regions and states
for 1955 and 1956:
TOTAL PERSONAL INCOME PER CAPITA PERSONAL INCOME
Per cent
Per cent
Amount
change,
Amount
change,
(millions
of dollars)
1955 to
(dollars)
1955 to
1955
1956
1956
1955
1956
1956
United States
303,268
324,281
7
1,846
1,940
5
New England
20,006
21,385
7
2,080
2,202
6
MAINE
1,439
1,517
5
1,588
1,667
5
NEW HAMPSHIRE
955
1,015
6
1,727
1,812
5
VERMONT
571
607
6
1,543
1,641
6
MASSACHUSETTS
9,950
10,614
7
2,085
2,206
6
RHODE ISLAND
1,583
1,666
5
1,938
2,012
4
CONNECTICUT
5,508
5,966
8
2,504
2,673
7
Mideast
77,363
83,119
7
2,135
2,268
6
NEW YORK
36,112
38,784
7
2,254
2,395
6
NEW JERSEY
12,242
13,202
8
2,299
2,443
6
PENNSYLVANIA
20,583
22,020
7
1,889
2,008
6
DELAWARE
1,005
1,149
14
2,577
2,858
11
MARYLAND
5,421
5,911
9
1,976
2,102
6
DIST. OF COL.
2,000
2,053
3
2,334
2,371
2
Great Lakes
69,520
73,874
6
2,069
2,159
4
MICHIGAN
15,617
16,206
4
2,132
2,156
1
OHIO
18,376
19,594
7
2,054
2,154
5
INDIANA
8,147
8,586
5
1,882
1,946
3
ILLINOIS
20,865
22,472
8
2,243
2,383
6
WISCONSIN
6,515
7,016
8
1,760
1,864
6
Plains
24,344
25,583
5
1,640
1,699
4
MINNESOTA
5,344
5,657
6
1,675
1,745
4
IOWA
4,219
4,445
5
1,580
1,651
4
MISSOURI
7,502
7,904
5
1,786
1,858
4
NORTH DAKOTA
866
897
4
1,347
1,365
1
SOUTH DAKOTA
855
926
8
1,252
1,330
6
NEBRASKA
2,161
2,246
4
1,550
1,588
2
KANSAS
3,397
3,508
3
1,649
1,668
1
Southeast
46,643
49,873
7
1,301
1,368
5
VIRGINIA
5,536
6,012
9
1,547
1,647
6
WEST VIRGINIA
2,546
2,815
11
1,283
1,420
11
KENTUCKY
3,755
3,995
6
1,247
1,324
6
TENNESSEE
4,317
4,566
6
1,264
1,317
4
NORTH CAROLINA
5,446
5,770
6
1,254
1,305
4
SOUTH CAROLINA
2,579
2,665
3
1,117
1,133
1
GEORGIA
4,899
5,196
6
1,338
1,400
5
FLORIDA
5,963
6,641
11
1,666
1,762
6
ALABAMA
3,686
3,854
5
1,185
1,229
4
MISSISSIPPI
2,042
2,047
0
957
964
1
LOUISIANA
3,944
4,338
10
1,344
1,444
7
ARKANSAS
1,930
1,974
2
1,071
1,088
2
Southwest
20,243
21,569
7
1,587
1,655
4
OKLAHOMA
3,312
3,491
5
1,499
1,561
4
TEXAS
14,179
15,044
6
1,621
1,686
4
NEW MEXICO
1,129
1,218
8
1,424
1,494
5
ARIZONA
1,623
1,816
12
1,612
1,718
7
Rocky Mountain
6,591
7,111
8
1,691
1,774
5
MONTANA
1,141
1,188
4
1,814
1,862
3
IDAHO
897
992
11
1,466
1,587
8
WYOMING
562
602
7
1,801
1,875
4
COLORADO
2,756
3,003
9
1,782
1,863
5
UTAH
1,235
1,326
7
1,550
1,633
5
Far West
38,558
41,767
8
2,205
2,312
5
WASHINGTON
5,161
5,392
4
1,980
2,022
2
OREGON
3,073
3,278
7
1,824
1,908
5
NEVADA
576
596
3
2,451
2,413
-2
CALIFORNIA
29,748
32,501
9
2,295
2,419
5
Territory of Hawaii
946
1,016
7
1,720
1,773
3
Broadcasting
U. S. Income Up 7%
In '56 — Commerce
Residents of all 48 states had more money
to spend in 1956 than the year before —
$324 billion against $303 billion — an in-
crease of 7% for the nation as a whole.
Largest regional gains, 8%, appeared in
the Far West and Rocky Mountain areas,
according to a personal income analysis
by the U. S. Dept. of Commerce. New Eng-
land, Mideast, Southeast and Southwest
gains for 1956 matched the national 7%
increase.
By states the largest increases in total
personal income were in Delaware (14%),
Arizona (12%) and Florida (11%). These
states have been leaders in income gains
for the last decade. Other states making
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ITH
Your commercials have greater impact
on the Peoria area (I llinois' 2nd big market)
than on New York, Chicago, Los Angeles,
Philadelphia, St. Louis, San Francisco or
76 other big TV market areas! Sets-in-
use actually average 30.4% - sign-on to
sign-off— one of the nation's most phenom-
enal ratings! (ARB Jan., Feb., Mar., '57)
And in the Peoria area, one station
has the top programs, the top power
(500,000 watts), the top tower (660 feet)
and the top ratings :
AVERAGE RATINGS
QUARTER-HOUR
DOMINATION
WTVH
Station B
WTVH
Station B
Morning
9.1
7.2
71
38
Afternoon
12.1
11.2
87
75
Evening
30.1
21.5
133
33
(ARB 3/57)
GOVERNMENT continued
NETWORKS MUM ON BARROW STUDY
• But Celler, Bricker, KTTV (TV) speak their minds promptly
• Three FCC commissioners deep in study of proposals
The loudest noise heard last week follow-
ing the long-awaited release of the Barrow
report [Lead Story, Oct. 7] was the com-
plete silence of the networks and other
industry spokesmen.
In fact, the official "no comment" of
ABC and NBC — with not even that much
of a statement from CBS — was so con-
spicious it was compared to a deafening
roar, both on Capitol Hill and elsewhere.
On the other hand, Rep. Emanuel Celler
(D-N. Y.), Sen. John Bricker (R-Ohio)
and KTTV (TV) Los Angeles (Richard
Moore), all outspoken critics of many net-
work practices, were equally outspoken in
their praise of the report. Chairmen of
the two congressional Interstate & Foreign
Commerce Committees, Sen. Warren Mag-
nuson (D-Wash.) and Rep. Oren Harris
(D-Ark.), could not be reaehed last week
for comment. However, Rep. Harris' of-
fice said that he is expected to discuss the
Barrow report when he addresses the
Memphis NARTB regional meeting Oct.
24.
Rep. Celler, chairman of the House Judi-
ciary Committee and its Antitrust Sub-
committee, warned the FCC that "our
Antitrust Subcommittee will maintain a
watchful eye on all developments in order
to help insure" that the Commission takes
"prompt action" on the Barrow recom-
mendations. "It is significant," he said,
"that the Barrow group . . . has independ-
ently reached conclusions concerning re-
strictive practices [network option time,
must-buys and multiple ownership of sta-
tions] in television broadcasting which are
similar in material respects to findings pre-
viously arrived at separately by the House
Antitrust Subcommittee [Celler report] and
by the staff of the Senate Interstate &
Foreign Commerce Committee [Cox re-
port].
"Also buttressed by the Barrow report,"
Mr. Celler said, are the recommendations
by the two congressional groups designed
to promote competition in television by
amending the Commission's first-call rule
and to "provide the maximum amount of
publicity for the networks' affiliation ar-
rangements with their stations. The unanim-
ity of the findings of three separate im-
partial groups . . . makes it imperative"
that the FCC consider "carefully, objec-
tively and without delay each of the recom-
mendations contained in the Barrow re-
port and take prompt action thereon."
The congressman felt that "a salutary
first step" has been taken by the Commis-
sion in the appointment of a permanent
Office of Network Study. "This permanent
staff should undertake various studies left
undone by the Barrow group," he said.
"These include studies showing the, effect
on competition of (1) network talent con-
tracts, (2) the relationship of network non-
broadcasting activities to their television
broadcasting operations, (3) joint activities
'age 74
October 14, 1957
of radio and television networks and (4)
joint ownership of radio and television sta-
tions."
In light of the Barrow report recommend-
ing that the FCC complete its investigation
of AT&T tv transmission charges and reg-
ulations governing the use of private micro-
wave relay stations, "any further delay by
the Commission in making final determina-
tion of these matters would be inexcusable,"
Rep. Celler stated.
He also felt that it is "all too clear" from
the Barrow report that the Commission has
failed to enforce its chain broadcasting rules
and to keep abreast of industry practices.
"There is little doubt that these conditions
have resulted in part from the informality
, . . . that has characterized the relationship
between the Commission and the television
industry," Rep. Celler stated.
"It is to be regretted that the Barrow
group omitted from its study the relation-
ship between sale to the advertiser of net-
work programs and access by the advertiser
to preferred viewer hours," Mr. Celler said,
but made it plain this was not to be con-
strued as a criticism of the report. "Such ex-
amination is necessary in view of widespread
allegations that the network tie the sale of
preferred viewing hours to the sale of pro-
grams in which they have a financial inter-
est." He stated that since three years have
elapsed since the Justice Dept. began an in-
vestigation of these charges, "it will be nec-
essary for our subcommittee to determine
the reasons for the apparent inordinate delay
by the Dept. of Justice in resolving these
highly important questions."
Sen. Bricker said that "this report points
out clearly practices tending toward dan-
gerous monopolies that have grown up in
the tv industry and submits constructive
suggestions for legislation and regulation. It
agrees with my long standing contention
that the several networks must be brought
under the regulatory authority of the FCC."
[Sen. Bricker is the author of a bill (S 376)
which would require the FCC to license net-
works and in April 1956, he issued a report
on what he termed two-network domination
of television. Previously confidential net-
work financial data was used by Sen. Bricker
in compiling the report.]
"I am asking Chairman Magnuson to
schedule early hearings by the Senate Com-
merce Committee [Sen. Bricker is the rank-
ing Republican on the committee] to re-
ceive any additional testimony . . ." on this
and other bills currently pending before
Congress which would carry out the recom-
mendations of the Barrow report, Sen.
Bricker stated.
KTTV's President Moore was a star wit-
ness against the networks before the Senate
Commerce Committee in March 1956. A
statement to Broadcasting by KTTV
agreed with "many of the recommendations
which the Barrow report contains" and said
the significant fact is "that these are the
Broadcasting
u/>~tottou)r
Our favorite "Steeple George" is having himself a
bird's eye view of the WHIO-TV coverage area. Most
of all, he's impressed by what he can't see.
Even from his lofty perch atop our 1 104 ft. tower,
most of our coverage area is over the horizon. Only a
few of the 747,640 TV homes are in sight. Most of
the 41 counties in 3 states can't be seen. And, George
hasn't spotted a nickel of the $3,361,973,000 spent
for retail purchases within selling-reach of our signal.
But George knows they're all there. He knows too
that Pulse consistently credits WHIO-TV with 13, 14,
or even 15 of the top 15 weekly shows*. He knows
that ARB gives us 7 out of 10.
In short — whether he can see them all or not —
George P. Hollingbery has all the important facts
about the midwest's best TV buy. When he comes
down to earth ask him for further details.
*August Pulse — First 15 once-a-week shows!
CHANNEL 7 DAYTON, OHIO
whio-tv
I
One of America's
great area stations
Broadcasting
October 14, 1957 • Page 75
GOVERNMENT continued
ECONOMIST HEADS NETWORK STUDY OFFICE
In appointing Warren C. Baum as
chief of the newly established Office of
Network Study, the FCC has recognized
one of the newer professions — economic
intelligence. Mr. Baum, a Harvard Ph.D,
spent the war years in the cloak-and-
dagger Office of Strategic Services, was
attached to the State Dept.'s office of in-
telligence research, and at one time was
assistant chief of the European regional
staff of the Mutual Security Agency.
Yet, the 35-year-old professional econ-
omist looks more like a college professor.
His demeanor is the quiet, bookish at-
titude of the academic man.
The Office of Network Study came into
being after Oct. 3 when the network
Study Staff submitted its 1,400-page, two-
volume report on network practices and
recommendations and went out of ex-
istence [Lead Story, Oct. 7]. Its function
is to serve as a staff office to the Com-
mission and its Network Committee in
evaluating the network report.
In about 30 days the Office of Net-
work Study will be moving from its
present first floor offices in the Post
Office Building to three sixth floor offices
(Rms. 6412-16-20). The staff com-
prises three senior professionals — Mr.
Baum and attorneys Ashbrook P.
Bryant and James F. Tierney. The net-
work study group will run at an annual
budget of about $35,000 for the profes-
s i o n a 1 mem-
bers and about
$25,000 more
for secretarial
and housekeep-
i n g expenses,
plus possible
consulting fees
for Dean Ros-
coe L. Barrow,
director of the
study; Dr. Louis
H. Mayo, execu-
tive secretary of
the study, and
others who
might be called
back for duty.
■
Twelve, "confidential" filing cabinets
bulge with a two-year accumulation of
financial and business practices data from
all segments of the television broadcasting
industry. This is the raw material from
which the network report was written.
The Office of Network Study, among
other things, will be responsible for com-
pleting the report on programming, which
was not included in the network report.
Mr. Baum — or Dr. Baum to give him
his proper title — was born in New York
City in 1922. He was graduated from
Columbia College, there, in 1942, re-
ceiving an AB degree with honors in
economics, statistics and French. At
Columbia he made Phi Beta Kappa, na-
tional honorary scholastic fraternity.
After World War II he returned to
academic halls to receive from Harvard
U. an MA and an MPA (Master of Pub-
lic Administration) in 1948 and a PH. D
a year later. His doctorate was a study of
competition in the American tobacco in-
dustry. At Harvard, Mr. Baum was presi-
dent of the student council of the Gradu-
ate School of Public Administration.
After service in OSS (as an Army first
lieutenant) and the State Dept. and upon
receiving his graduate degrees at Harv-
ard, Mr. Baum joined the Economic Co-
operation Administration and was with
its successor MSA. In 1953 he joined the
RAND Corp., a private organization
which handles operational research pri-
marily for the Air Force, as an econ-
omist. He was appointed to the FCC's
Network Study staff in 1955, and made
chief of the Office of Network Study
(which is detailed as part of the Com-
mission's Broadcast Bureau) two weeks
ago. He remains a consultant to the
RAND Corp.
Mr. Baum lives in Silver Spring, Md.,
a Washington suburb, with his wife and
two daughters (7 and 9). He is a mem-
ber of the American Economic Assn.
and is active in Montgomery County
civic affairs. For relaxation, he partici-
pates regularly in square dancing and is
a year-round tennis player.
thoughtful judgments of men of integrity
and professional skill who had access to all
the facts and no motivation except the pub-
lic interest."
"The structure and practices of the tele-
vision industry have long needed the benefit
of objective appraisal by disinterested ob-
servers. Now we have such an appraisal
based on truly total information about our
industry, furnished by the industry itself,"
KTTV stated.
Meanwhile, intensive reading of the Bar-
row report continues at the FCC.
The Commission's network committee
(Chairman John C. Doerfer, Comrs. Rosel
H. Hyde and Robert T. Bartley) have been
digesting the 7-in. thick document ever since
they received it Oct. 3. One of them ox-
plained that he has skimmed it and is now
about one-fourth of the way through a care-
ful, detailed reading.
It is this committee of three which will
prepare recommendations for submission to
the entire Commission. Its proposals could
range from outright acceptance of the whole
report to a strong affirmation in the un-
changed continuance of present regulations.
From a practical standpoint, it is pretty
sure that the three commissioners will eval-
uate the report and propose that the Com-
mission take action on some of the major
changes recommended by Dean Barrow
and his staff.
If the Commission as a whole agrees,
rule-making proposals will then be issued —
calling for comments, reply comments, and
possibly, setting dates for oral argument.
Following formal proceedings, it will be
up to the entire Commission to issue a final
decision. Undoubtedly if the revisions are
of major consequence to the networks, an
appeal to the courts will follow.
One of the reasons why some sort of ac-
tion is expected before the year is up is that
the Senate Commerce Committee asked the
FCC earlier this year to let it know within
90 days after the Barrow report was issued
what the Commission proposed to do.
Although there is some thought that this
requires the Commission to take some spe-
cial action by then, it is felt by FCC offi-
cials that this command can be met by ad-
vising the Senate committee of interim
moves — such as the recommendations of the
Commission network committee to the Com-
mission en banc.
ABN Says It Opposes Vertical,
Horizontal Fm Polarization
The American Broadcasting Network has
told the FCC that while the network en-
courages the continued growth of auto-
mobile radio reception, it "opposes any
change in the rules which would permit
either vertical or horizontal polarization by
fm broadcasting systems."
Such an amendment to FCC rules was
proposed last spring by James C. McNary,
consulting engineer. It could lead to more
efficient reception by conventional auto an-
tennas, according to Mr. McNary.
ABN said it is against the proposal be-
cause present rules permit circular or el-
liptical polarization so it is possible for fm
outlets to broadcast vertically. ABN said
it is not desirable to permit radiation of
either vertically or horizontally polarized
waves.
Smith Electronics Inc., Cleveland, was
also against the idea for much the same
reasons.
The Steinman (fm) Stations (WGAL-FM
Lancaster, WRAK-FM Williamsport,
WEST-FM Easton, all Pennsylvania, and
WDEL-FM Wilmington, Del.) favored the
proposal or otherwise endorsed the change.
So did WPTF-FM Raleigh, N. Y., KTTS-
FM Springfield, Mo., and WJAC-FM Johns-
town. Pa.
FTC Sets New Attempt to Define
Standards for Hi-Fi Equipment
A two-year effort to define high fidelity
has been resumed by the government. Both
industry and government failed before when
they tackled the question of standards for
hi-fi equipment. But the Federal Trade Com-
mission's bureau of investigation is going
into the question again.
H. Paul Butz, attorney handling the mat-
ter for the FTC, has started contacting in-
dustry representatives. But chances that the
matter will take any form in the foreseeable
future are poor, according to Mr. Butz.
Establishment of trade practice rules or ad-
vertising guides require long sessions of con-
ferences and hearings between industry and
government. Once established, the rules are
regarded as interpretations of the law, and
industries in interstate commerce are ex-
pected to conform.
Page 76 • October 14, 1957
Broadcasting
STATIONS
NTA Said Planning Overhaul
Of WAAT-WATV (TV) Operations
National Telefilm Assoc. last week was
reported to be formulating plans for over-
hauling the programming and sales struc-
tures of WAAT-AM-TV and WATV (TV)
Newark, N. J., following NTA's purchase
of the stations Oct. 4 [At Deadline, Oct. 7].
The estimated purchase price at the time
of announcement of the transaction was
set at $3.5 million, but last week NTA con-
firmed that the ultimate price may reach
almost $4.5 million. Under the agreement,
NTA will assume obligations of WATV
(TV) amounting to almost $1 million,
largely money owed to NTA for leasing of
20th Century-Fox features. NTA also will
pay the sellers $2.5 million over a period
of seven years, plus $1 million "out of
profits" from future operation of the
stations.
Although NTA officials declined to reveal
their plans for the stations because FCC
approval still must be obtained, it was
learned that the company's thinking is to
make the radio-tv outlets "more community-
minded" and have them operate on a so-
called "counterpoint" concept. The latter
approach is to have the stations program
in a way completely different from other
stations in the area at a given time — that
is, if competing stations are appealing to
children in a certain period, the NTA sta-
tions will slant programs to adults. It is
reported that WATV (TV) will attempt to
achieve a balance between live and film
programming, with NTA realizing that
"community-mindedness" can be accom-
plished largely through live shows. It is
believed that WAAT programming will be
overhauled to provide more service program-
ming, such as news, weather and traffic
information.
Broadcaster McCaw Spearheading
National League Club in Seattle
J. Elroy McCaw, radio-tv station operator,
is active in a Seattle group looking into the
location of a National League baseball
franchise in the Pacific Northwest city. The
idea was endorsed by Walter O'Malley, head
of the Brooklyn Dodgers, in a letter to Mr.
McCaw. The Dodgers executive proposed
expansion of the National League to 10
clubs, with franchises going to Seattle and
Minneapolis.
Mr. O'Malley and Horace Stoneham,
president of the New York Giants, said the
shift of two league clubs to San Francisco
and Los Angeles will make a third west
coast team desirable.
Mr. McCaw is owner of KTVW (TV)
Seattle-Tacoma, with the station carrying
home games of the Seattle Rainiers. He also
has interests in other tv and radio stations,
and is owner of the Seattle Americans pro-
fessional hockey club. He said the National
League plan has stirred intense interest in
Seattle and has drawn endorsement of Wash-
ington Gov. Albert Rosellini and Seattle
Mayor Gordon Clinton.
Mr. McCaw also is interested in develop-
ments of wired tv in the Northwest.
BUSINESS was carried on as usual
during the World Series, reports NBC
Radio Spot Sales. Scorecards were
placed on the attache cases of the com-
pany's salesmen to keep timebuyers
posted on the latest game scores.
Above, Jack Price (1), NBC Radio
Spot Sales, discusses business with
Arthur Topol, Donahue & Coe Inc.,
after hearing the score on a portable
radio which was tuned to NBC.
WHDH-TV Target Date Delayed
WHDH-TV Boston (ch. 5) will begin;
operating the week of Nov. 17, about two
weeks later than planned, Vice President
William B. McGrath said last week. Sev-
eral sections of the transmitter tower being
constructed by RCA were damaged, causing
the delay.
fjl&V* TO:
NTA MEMO
Date October 14th, 1957
TOP SALES PERSONNEL IN THE INDUSTRY
FROM: HAROLD GOLDMAN
RE: BETTER OPPORTUNITIES FOR YOU !
in a few short years, NTA has become one of the
leaders in the distribution of films for TV.
£n keeping with this growth, we now have major
)lans for expansion in the immediate future.
)ur present sales force is composed of as fine
i group of men as any organization is blessed
vith, but we need more of them for the important
jrojects that lie ahead. As a result...
SIX IMPORTANT POSITIONS ARE TO BE FILLED
IN OUR SALES ORGANIZATION.
Two of these positions are for men of
especially major calibre, with experience
not only in creative selling but in
training and managing sales organizations .
One of these men will head up our national
sales division. The second will function
in our regular sales and distributing
organization in an executive and managerial
capacity.
In seeking to fill these posts, we can utilize
only the very best, and it will save time and
trouble for all concerned if only the very best
will apply. We are prepared to give those
selected the best deals they can obtain in
television. . .with incentives and opportunities
surpassing those they may have had until this tin'
If you can qualify and if you're interested,
please write me, telling me your background,
present earnings, all other pertinent details,
and enclosing a photograph, if possible.
If you are not afraid of hard work, in return
for substantial salary and other incentives,
please get in touch with me... by letter only.
Sincerely,
signed;
Harold Goldman
Executive Vice President, NTA
60 West 55th Street, New York 19, N.
STATIONS CONTINUED
College, was conferring with government of-
ficials last week on a plan to use surplus
ships as floating colleges. Mr. Biederman
said he will ask support of educational
foundations if a ship is made available. If
the plan goes into operation, he said, 400
students could be given college work on
one cruising vessel, which would visit for-
eign ports as part of the curriculum. He
predicted the plan would help ease the pres-
ent shortage of college facilities.
Revenue $9.9 Million, Up 12.3%
For Meredith's Nine Stations
Meredith Publishing Co. and subsidiaries,
in the company's annual statement, reports
the "most successful year in our 55-year
history" with revenue from its nine radio
and tv stations alone increased 12.3%. The
company, which also publishes homemak-
ing and farming books and magazines, noted
its broadcasting revenue was $9,971,000 of
a total revenue of $53,072,000. Total reve-
nue was reported up 9.5% over last year.
Meredith's earning per common share
totaled $3.59, compared to $3.14 a year
ago; dividends were $1.80, compared to
$1.50 in 1956. Inventory of radio and tv
plant and equipment showed the company
had $6,437,583 invested in 1957, compared
with $5,517,377 last year.
Meredith stations are WHEN-AM-TV
Syracuse, N. Y.; WOW-AM-TV Omaha,
Neb; KCMO-AM-FM-TV Kansas City, Mo.,
and KPHO-AM-TV Phoenix, Ariz.
is now the
number 1
cost per thousand station
in Providence
Get out the slide rule, figure again . . . Providence is no
longer an automatic buy because WICE is on the move! Up
and up the ratings go in just eleven months of Elliot man-
agement. Do nothing 'til you see Hooper, July-September.
Akron, Ohio - WCUE /WICE - Providence, R. I.
National Representatives The John E. Pearson Co.
ISADORE PIZITZ, president, Pizitz De-
partment Store, Birmingham, signs
a contract to buy all remaining
newscasts on Bartell Group Station
WYDE Birmingham, nearly 300 over
a period of 16 weeks. Standing around
Mr. Pizitz are (1 to r) Ted Levite, gen-
eral merchandising manager of the
store; Morton J. Wagner, Bartell
Group executive vice president and
general manager of WAKE Atlanta
and WYDE, and George Bush, Pizitz
assistant merchandising manager.
Biederman Seeks Ship 'Colleges'
Les Biederman, operator of Paul Bunyan
Network in Michigan and president of the
board of trustees, Northwestern Michigan
$175,000, Not $17,500
A typographical error devalued the
battery of electronic equipment being
used by Peters, Griffin, Woodward
Inc., as reported last week [Stations,
Oct. 7], by approximately 90%. The
story placed the value of the equip-
ment at approximately $17,500.
The correct figure is approximateiv
$175,000.
WDEB, KJFJ Sales Announced
WDEB Gulfport, Miss. (1 kw daytime on
1390 kc), has been sold by Denver T.
Brannen to John Caraway, electronics en-
gineer, for $80,000. Mr. Brannen continues
ownership of KCIL Houma, La., and has
an application pending for FCC approval
in purchases of WCOA Pensacola and
WDLP Ocala, both Florida. Blackburn &
Co. handled the sale.
KJFJ Webster City, Iowa (250 w on 1570
kc), has been sold by Charles V. Warren and
wife to Don Treu and Glen Barnett, sales-
man and chief engineer, respectively, of
KAYS Hays, Kan., for $55,000. The War-
rens retain ownership of KSMN Mason City.
Iowa. The sale was handled by Allen Kander
& Co. and is subject to FCC approval.
McCoy Named Blair Executive V.P.
Arthur H. McCoy, vice president and na-
tional sales manager, has been named execu-
tive vice president of John Blair & Co., sta-
tion representative,
in an announce-
ment being released
today (Monday) by
President John
Blair.
Mr. McCoy,
treasurer and sales
manager of Avery-
Knodel before he
joined Blair as an
account executive
in April 1955, was
MR. McCOY elected a vice pres-
ident and national
sales manager last May. Before his Avery-
Knodel connection, Mr. McCoy was an ac-
count executive for six years in the New
York and Chicago offices of Free & Peters.
Four Broadcasters Visit RFE
Four broadcasting and advertising execu-
tives are among 60 prominent Americans
currently on a 10-day inspection tour of
Radio Free Europe broadcasting center fa-
cilities in Munich, Germany. The group left
the U. S. Friday. It includes Donald H. Mc-
Gannon, president of Westinghouse Broad-
casting Co.; Robert Keim, account executive.
Advertising Council; John Lyden, executive
vice president, Ted Bates & Co., and Robert
K. Richards, public relations counsel. Spon-
sored by Crusade for Freedom, the tour will
include side trips behind the Iron Curtain
in East Berlin and to SHAPE headquarters
at Paris.
Page 78 • October 14, 1957
Broadcasting
inlffW*
Five Ideco Towers take the
punishment at nation's
most rugged antenna farm
It's not always as peaceful as this on top of Mt. Wilson, 5,900 feet
above Los Angeles, where Ideco towers serve 5 television stations.
In the winter, loaded down with ice and hammered repeatedly
with gale-force winds, these towers absorb some of the roughest punish-
ment that towers take anywhere in the country.
Despite these extreme conditions the 5 Ideco towers have faithfully
done their job for each of the 3 to 10 winters they've been in service.
Dependability like this is designed and fabricated into every Ideco
tower. It's the unseen but essential factor contributed by the tower
engineers at Dresser-Ideco from a background of knowledge unmatched
in the industry.
You, too, can depend on Dresser-Ideco — all the way from early
planning, on through to final inspection, your tower is in the industry's
most experienced hands.
So when you start thinking about your new tower, start planning
with Dresser-Ideco. Write us, or contact your nearest RCA Broadcast
Equipment representative.
DRESSER-IDECO COMPANY
One of the Dresser Industries
DEPT. T-12 COLUMBUS 8, OHIO
Branch: 8909 S. Vermont Ave., Los Angeles 44, California
Designed for a 30-lb. wind load with
2" of radial ice, this 200' Ideco
tower for KTTV atop Mt. Wilson
supports a 6 bay channel 11 antenna.
Broadcasting
October 14, 1957 • Page 79
STATIONS CONTINUED
FULL TREATMENT
Pre-empting all daytime program-
ming last Monday, two Los Angeles
tv stations, KTTV (TV) and KTLA
(TV), moved cameras into the City
Council chamber in City Hall to give
complete coverage of the final day
of debate over the city's offer to the
Brooklyn Dodgers to move west to
Los Angeles.
DATELINES
Newsworthy News Coverage by Radio and Tv
KRON-TV Places Second at Fair
The silver medal for second place in
the California State Fair's contest for the
year's best California tv program or series
in any category was awarded to KRON-
TV San Francisco for Science in Action,
produced by California Academy of Sci-
ences. This is the fourth award given
KRON-TV by the fair in five years. It
was previously reported [Awards, Oct. 7]
that second place had been won by KPIX
(TV) San Francisco.
WHP-TV Now One Megawatt
WHP-TV Harrisburg, Pa., ch. 55, CBS
affiliate, began operations last month on
one megawatt (one million watts). The sta-
tion's new tower and antenna is situated
on the Appalachian Trail and is 208 feet
above ground.
The news that rocked the world late
Oct. 4, when Sputnik was announced on
its space-orbiting mission, led to a nation-
wide series of newscasts and interpretive
programs that helped clear the American
air in a weekend of confusion.
Networks and stations quickly fed taped
recordings of the Russian beeps to their
audiences and kept the country informed
on latest Red Moon developments and their
potential significance.
ABC-TV and American Broadcasting
Network were among the first to put the
news of the satellite on the air Oct. 4.
Edward P. Morgan read a bulletin on his
ABN program, 7-7:15 p.m., and the moon
beeps followed later in the evening, accord-
ing to the network. ABC-TV came on at
7:15 p.m. with John Daly describing the
Sputnik developments.
All networks dotted their weekend sched-
ules with scientific and human-interest fea-
tures. NBC Radio's Monitor devoted five
minutes out of every broadcast hour to de-
velopments, plus special interviews. CBS
Newsfilm rounded up interviews with top
U. S. and Russian scientists. Westinghouse
Broadcasting Co.'s news bureau had an
Oct. 6 documentary created by Rod Mac-
Leish. Washington news chief, and James
Snyder and Guy Harris, of KDKA Pitts-
burgh.
Here are some of the Sputnik coverage
reports submitted to Broadcasting:
CEDAR RAPIDS, IOWA— Collins Radio Co.
equipment picked up signals at 1 a.m. Oct.
5 and KCRG-AM-TV tracked the satellite
when it was within range.
CLEVELAND— WERE engineer Joe Zelle,
on vacation, picked up Sputnik's beeps at
12:05 a.m. Oct. 5, taping the sound and
driving to the station with the recording.
Ken Courtright, WERE newsman, then put
it on the air at 12:35 a.m.
OMAHA — KETV (TV) went on the air at
9 p.m. Oct. 5 with a full commentary
based on interviews with local university
professors, on-the-street interviews and a
rocket-launching film. Eugene S. Thomas,
KETV general manager, reported response
was so enthusiastic that a follow-up com-
mentary was produced. Austin Schneider,
KETV news director, moderated the cov-
erage. The Rev. John G. Auer, S.J., director
of Creighton U. Observatory, commented
that the world was not engaged in a "launch-
ing race" and added that the Russians
"merely speeded up to beat the target date."
JACKSONVILLE, FLA.— WFGA-TV aug-
mented its frequent news and beep features
with a film interview in which a local
astronomer told the audience how to sight
Sputnik. Its cameras covered local hams as
they tuned in the beeps.
ALLENTOWN, PA.— WSAN engineer Ed-
ward Bolez heard strange beeps early in
the evening of Oct. 4 but didn't know their
significance until news of the orbiting satel-
lite was broadcast. He taped beeps for the
WSAN audience.
NASHVILLE, TEN N. — Joe Pentecost,
WLAC-TV transmitter supervisor, picked
up the satellite's, beeps shortly after the
Oct. 4 announcement. The signal was fol-
lowed during the night and a tape suitable
for broadcast was obtained early in the
ROYAL TV PURVEYOR
In the stack of invitations awaiting
the arrival of England's Queen and
Prince at the White House Oct. 17
will be one from WMAL-TV Wash-
ington inviting Her Majesty and His
Royal Highness to see themselves on
television. Elizabeth II also will be
offered a look back through history
at her predecessor, Elizabeth I. The
royal bill planned for Saturday night,
Oct. 19, will be led by Warner Bros.'
"Elizabeth the Queen" with Errol
Flynn and Bette Davis on Safeway
Theatre at 10:30 p.m., followed at
midnight by ABC-TV's film report of
the coronation of Elizabeth II. Ted
McDowell, program manager of
WMAL-TV, conceived the special
lineup and arranged with ABC-TV for
release of the coronation footage.
Sales will get
e-a-s-i-e-r
with the Big
"N" SECTION
of the
SESAC
Transcribed Library
• Pops, dance and jazz music,
polkas, rock V roll, mambos—
big name bands.
• Detailed program notes.
• Salable script service
• All at its best at low
monthly fees.
Wriie, right now . . .
SESAC INC.
The Coliseum Tower
10 Columbus Circle
New York 19, N. Y.
Page. 80 • October 14, 1957
Broadcasting
IN the vanguard of a 135-car news corps for KFWB Hollywood are (1 to r): Robert
Hancock, general manager of Bryce Delivery, which is part of the volunteer news
fleet; Robert M. Purcell, president and general manager of KFWB; Al Jarvis,
KFWB disc jockey, and Ray M. Chaffee, vice president, Business & Professional
Telephone Exchanges, which links the 135 volunteer stringers to the station (traffic
and weather calls are relayed by BPTE to KFWB at no charge to the telephone
customer). The cooperative arrangement between the mobile phone firm, its customers
and KFWB means that KFWB has an average of 98 telephone-equipped vehicles
moving through Southern California, giving direct broadcast reports 24 hours a day.
morning of Oct. 5. WSM-TV also tracked
the beeps.
KANSAS CITY — WHB News Director Hugh
Beder wasn't satisfied with wire stories so he
phoned Radio Moscow Oct. 7. He talked
20 minutes with a Radio Moscow engineer,
as WHB, a Storz station, recorded the
conversation. The Russian gave many in-
teresting comments and denied that Soviet
troops were being trained for a flight to the
moon. The report was fed to Storz stations.
WORCESTER, MASS.— W T A G-A M-F M
transmitter engineer Doug Peterson picked
up the satellite's beeps the morning of Oct.
5 and they were put on the air.
REXBURG, IDA. — Merrill Andrus, chief en-
gineer of KRXK, was quoted by Associated
Press as saying he picked up Sputnik signals
in code. He jotted a page of numbers as
messages came in every three minutes.
MILWAUKEE — National acclaim came to
WTMJ-TV last week from baseball fans
who liked the unusual camera angles in the
station's coverage of the World Series games
in Milwaukee. Most comment dealt with the
shots from a telephoto lens 25 feet above
the ground beyond the centerfield fence.
The intimate look at pitcher and catcher
gave the illusion that the viewer was stand-
ing in the middle of the diamond. It showed
the dip, curve and hop as the ball crossed
the plate. A ground-level camera in the
stands almost directly behind home plate
gave unusual shots.
Phil Laeser, radio-tv engineering manager,
directed technical operations and a crew of
24 engineers was at the stadium for game
telecasts. WTMJ-TV presented a number
of special features, as did WTMJ radio,
under the direction of Donald Loose and
Sprague Vonier, respective WTMJ and
WTMJ-TV program managers. The Mil-
waukee celebrating, after the final game,
provided some of the livest programming
in the city's history.
Whe-e-e . . . What An Impressive Uprising . . . Now
300,000 WATTS
ON CHANNEL 18 LEXINGTON, KENTUCKY
NOW I2V2 times more powerful. . . . NOW reaching into 48 counties
and covering a population of 968,700 with $1,178,700,000 spendable in-
come and $689,720,000 retail sales. . . . NOW delivering more top net-
work programs for a top audience. . . . NOW new equipment for the
best in network color. . . . NOW offering advertisers more in Kentucky
per dollar invested than any other Kentucky station ! NOW, won't you
join the many other national advertisers who
make their buy on WLEX-TV?
WLEX-TV
NBC
ABC
CBS
Represented nationally by The Boiling Company, Inc.
In the deep South by The Dora-Clayton Agency
Broadcasting
October 14, 1957 • Page 81
MANUFACTURING
THE
FAMILY
DENVER
Denver families buy the
products and services they
see advertised on KBTV
because KBTV is the only
Denver station programmed
for the entire family . . .
For the highest-rated
one-minute availabilities,
Daytime or Nighttime in
Denver, see Peters, Griffin,
Woodward, Inc. NOW!
KBTV
61
John C. Midlins
President
Denver's
Family
Station
Joe Herold
Station Manager
First Ampex VR- 1,000
Expected in November
Complete interchangeability of video tapes
among all production units and a means of
editing the tapes without losing the synchro-
nization pulses are among the new features
included in the production model of the
Ampex videotape recorder VR- 1,000, a ma-
chine that records tv pictures and sound
on magnetic tape.
First machine of the production model,
priced at $46,000, is scheduled to be com-
pleted in November, Neal K. McNaughten,
manager of the professional products divi-
sion of Ampex Corp., said last week. Re-
porting a backlog of orders for more than
100 units, Mr. McNaughten said deliveries
will be on schedule as anticipated earlier
this year. He did not mention the strike that
shut down production for a month this sum-
mer but his statement obviously was de-
signed to allay fears by purchasers that they
might have to wait longer than originally
expected.
Ampex has made no public announce-
ment of the new editing device but it has
been discussed at scientific meetings. When
questioned last week, a company spokes-
man said it is far enough along to be ready
by November. Its main features are a simple
visual process for locating exactly the place
on the tape where the deletion is to be made
and a splicing device that will do the job
without losing the sync pulse that keeps pic-
ture and sound together.
In addition to the editing and the inter-
changeability of tapes, these production
models also include an improved electronic
layout allowing easy accessibility for main-
tenance; a new control panel design for
maximum simplicity of operations and facili-
ties for complete remote control of all op-
erational functions of the machine, the
company stated.
Preproduction prototypes of the Ampex
video tape recorders were delivered to the
major tv networks late in 1956 and early
in 1957 and since then they have been in
heavy use for delayed programming of net-
work tv shows in black and white. Ampex,
along with other organizations, is known
to be working hard to perfect a recorder
for color programs, but no progress report
has been issued nor has any date been an-
nounced by any of them for the comple-
tion of this project.
Round Shadow-Mask Tube
For Color in Production at RCA
Mass production of a new, round, glass
shadow-mask-type picture tube for color
television is underway at the Lancaster, Pa.,
plant of RCA electron tube division, it was
announced by John B. Farese, manager,
entertainment tube products.
"The tube (RCA-21CYP22), which uti-
lizes a newly developed graded-hole shadow
mask which permits increased light output
from the screen, is capable of producing
brilliant pictures in both full color and
black-and-white measuring 19V4 by 15Vi
inches with a projected area of 261 square
inches," Mr. Farese said.
At the same time the RCA semiconductor
division announced new developments, ac-
cording to Dr. A. M. Glover, general man-
ager of the division. Six new machines have
been developed which will increase produc-
tion, facilitate assembly and reduce manu-
facturing costs of transistors. Also devel-
oped for marketing are eight junction tran-
sistors of the germanium p-n-p type in-
tended primarily for use in compact enter-
tainment-type receivers.
MANUFACTURING SHORTS
General Motors Corp.
JM'i .
Page 82 * October 14, 1957
Oldsmobile Div.'s
optional accessory,
trans-portable radio
[Man ufacturing,
Sept. 30], is all-
transistor set with
own speaker loop
antenna and dry
cell batteries, re-
portedly good for
160 playing hours.
Installed, trans-por-
-tqw A^'A table fits into in-
I^Hbw ^ strument panel —
automatically plugging into car's electrical
system — using its outside antenna and loud
speaker. Developed by company's Delco
radio division and Oldsmobile, set weighs
less than three pounds, is 6V2 inches long
and is finished in leather-like plastic.
Sarkes Tarzian Inc., Bloomington, Ind., an-
nounces order for two long range microwave
relay units from Alabama Educational Tv
Commission.
Visual Electrics Corp., N. Y., announces
availability of new Orth Saver unit to pre-
serve and extend useful life of image orthi-
con tv camera tubes by reportedly eliminat-
ing both target and photo cathode "burn-in"
through fully optical image orbiting. Visual
Electronics claims its unit is "complete"
and does not need accessory devices. Unit
sells for $2,400.
Eastman Kodak Co., Rochester, N. Y., an-
nounces Model 275
16 mm tv projec-
tor, for use with
Vidicon-type cam-
era in projecting
film into a tv sys-
tem. Using two 60-
cycle, a-c syn-
chronous motors to
provide constant
film speed and uni-
form application of
light, with two ad-
ditional motors to
cool tungsten-lamp
light source and
drive take-up
mechanism. Provi-
sion is made for
addition of magnetic sound head for play-
back of magnetic sound tracked film and
sound system terminates in transformer with
taps to match standard impedance values.
Model 275 is equipped with Kodak 4-inch
f/ 1.5 projection Ektar lens and among other
features there is stand-by projection lamp.
Broadcasting
Only STEEL can do so many jobs so well
This Tanker Is Full of Gasoline. The
tank trailer was loaded with 4,700 gallons of
volatile gasoline when it overturned, skidded
15 feet, bounced off an abutment and
snapped a light pole. The trailer was caved
in, crushed and wrinkled, but not a drop of
gasoline was spilled. Why? The tanker was
made from USS Cor-Ten Steel, a special
high strength steel that is IV2 times as
strong as standard carbon steel. Inciden-
tally, the tanker was repaired and is now
back in service. The owner expects to get
eight more years of service out of it!
Observatory Skeleton. This is what an
astronomical observatory looks like before
the skin is applied. Naturally, all the im-
portant parts are made from steel. The
dome is on rollers, and a small five-horse-
power motor rotates it to any part of the
sky. The shutters (through which the tele-
scope looks) are opened with a one-horse-
power motor. Why did they use steel? What
other metal is so strong, so stable, or so easy
to fabricate?
On the Famous Pecos River. This bridge soars across the Pecos River near Comstock, Texas.
The country is still rough and forbidding, as it was when Wild West yarns made it famous. A flash
flood wiped out the old bridge, so American Bridge Division of United States Steel erected this new
one. Nobody knows more about building bridges.
UNITED STATES STEEL
American Bridge . . . American Steel & Wire and Cyclone Fence . . . Columbia-Geneva Steel
Consolidated Western Steel . . . Gerrard Steel Strapping . . . National Tube ... Oil Well Supply
Tennessee Coal & Iron . . . United States Steel Homes . . . United States Steel Products
United States Steel Supply . . . Divisions of United States Steel Corporation, Pittsburgh
Union Supply Company - United States Steel Export Company ■ Universal Atlas Cement Company
"USS" and MAN-TEN are registered trademarks of United States Steel
Watch the United States Steel Hour on TV every other Wednesday (10 p.m. Eastern time). 7-2403
Broadcasting October 14, 1957 • Page 83
we
markets in the(l) bag
West Texas Television Network
KDUB-TV, LUBBOCK, TEXAS
KPAR-TV. A B I L E N E - SWEETWATER
KEDY-TV, BIG SPRING, TEXAS
NATIONAL REPRESENTATIVES: THE BRANHAM COMPANY
President and Gen. Mgr., W. D. "DUB" ROGERS
National Sales Mgr. E. A, "Buzz" Hassett
PROGRAM SERVICES
Nicol Seeks Proxies
From BMI Stockholders
Preparations were afoot last week for
another attack on Broadcast Music Inc. —
this one a frontal assault to be launched
at the BMI stockholders' meeting in New
York tomorrow (Tuesday).
Stockholders received letters from Alex-
ander D. Nicol, president of R&T Music
Inc. in Jersey City and one-time controller
of BMI, soliciting proxies to vote their stock
at the meeting. In his letter he raised four
questions which, observers noted, reflect
much the same type of sniping that BMI
has undergone for years, most conspicuously
from members of the American Society of
Composers, Authors & Publishers [Edito-
rial, Sept. 9].
Mr. Nicol's questions: Why has BMI paid
no dividends in the past 17 years? Why is
BMI now under fire by House and Senate?
Why are there $200 million in suits against
BMI? Why should the chairman of the board
of BMI [Sidney M. Kaye] and his law firm
[Rosenman Goldmark Colin & Kaye] pay
themselves "millions" of BMI dollars in sal-
ary and legal fees?
BMI officials declined to comment on Mr.
Nicol's move.
It was reported, however, that since his
departure from BMI some three years ago
Mr. Nicol has been associated closely with
Barney Young and Gloria Parker of Life
Music Inc., who are plaintiffs in some $30
million in suits against BMI and who at-
tempted to introduce anti-BMI resolutions
at both the CBS and RCA board meetings
earlier this year.
For at least part of these three years Mr.
Nicol reportedly has shared offices with Mr.
Young and Miss Parker. A call to Life
Music (and Godell Music) Thursday after-
noon elicited the information that Mr. Nicol
had left the office, and Mr. Young, who was
there, said he himself was not connected
with the proxy solicitation and did not know
what progress Mr. Nicol was making. The
telephone company's information operator
was unable to provide a number for Mr.
Nicol's Jersey City firm.
In his letter to stockholders Mr. Nicol
described himself as controller of BMI from
1950 to 1954 and also as a member of the
RCA accounting department from 1925 to
1930, with the NBC controller's department
from 1930 to 1941 and as controller of
ABC from 1941 to 1949.
Columbia Records Names Miller
As Director of Popular A&R
Mitch Miller, heretofore concerned chiefly
with single records, has been appointed di-
rector of all Columbia Records' popular art-
ists and repertoire, according to Goddard
Lieberson, president. Mr. Miller now will
direct coordination and supervision of popu-
lar albums, single records and country and
western material.
Reporting to Mr. Miller will be George
Avakian, director of popular albums, who
will continue his present activities; Percy
Faith, east coast musical director; Frank
DeVol, west coast musical director; and Don
Law, director of country and western artists
and repertoire. Mr. DeVol was appointed
to his post last week, replacing Paul Weston,
resigned.
At the same time Mr. Lieberson an-
nounced effective Jan. 1, 1958, a conversion
in Columbia Records distribution, involving
establishment of factory branch operations
in areas representing "60% of the country's
total record sales potential," namely New
York, Chicago and Los Angeles. This will
make a total of 12 branch operations
throughout the country.
"Our decision to initiate company-owned
distribution reflects absolutely no criticism
of our former independent distributors,"
said Mr. Lieberson, adding that there will
be no disruption of operations with change
of ownership — full present record sales de-
partment personnel .will be retained by
Columbia.
Headquarters of the new branches will be
established in prime commercial locations.
Company-designed displays in each center
will serve as dealer display guides, accord-
ing to plans. William Gallagher, Columbia
field sales manager, will direct overall sales
and promotion activities of the branches.
Jack Loetz, manager of sales administration,
will supervise administrative matters.
Milwaukee to Hear
Opponents of Pay Tv
The Milwaukee Common Council on
Thursday will continue its exploration of
toll tv begun last Tuesday when representa-
tives of Zenith Radio Corp., Tele Movie
Development Co. and Skiatron Tv discussed
plans to operate a system in Milwaukee.
Opponents of toll tv in the city will have
their turn this week.
Tuesday's hearing followed a veto by
Mayor Frank Zeidler of a resolution adopted
by the council the previous week, granting
Skiatron the right to negotiate with Milwau-
kee utility companies for cooperation in
installing closed circuit toll tv systems. This
action had been erroneously reported as
a grant of a toll tv franchise to Skiatron
[Program Service, Oct. 7]. Addressing the
council at its Monday meeting, Mayor Zeid-
ler said his veto does not represent any ac-
tual opposition to the idea of toll tv but
he feels the subject should be investigated
more thoroughly.
Alan Lane, Skiatron vice president in
charge of operations, said that in presenting
the original resolution to the common coun-
cil, his company is merely "putting Milwau-
kee on notice that we'd like to get a system
installed there and that if we could work
out the details with Wisconsin Bell Tele-
phone Co., we'd be back to request a city
franchise."
In Los Angeles the city council is expected
to set toll tv into motion this week by grant-
ing the non-exclusive franchises asked by
Skiatron, International Telemeter Corp.
jointly with Fox West Coast Theatres, and
Harriscope Inc.
An agreement between Skiatron and the
Brooklyn Dodgers, giving the toll tv firm
exclusive rights to the baseball team's 1958
games, became a stimulus for Skiatron to
Page 84 • October 14, 1957
Broadcasting
I
I
get its system installed in as many homes
as possible by next April. When the city
council approved the financial terms offered
the Dodgers, this insured the club's move
to Los Angeles next year. If the city fran-
chises are granted, the next step will be to
negotiate a contract with Pacific Telephone
& Telegraph Co. for installation of cables
to carry the toll tv programs from points
of origin to the homes of subscribers.
The same situation applies in Oceanside,
Calif., where Tele Movie's closed-circuit tv
franchise became official Thursday, the end
of the 60-day period following favorable
action by the Los Angeles suburb. Harrison
W. Hertzberg, attorney who has represented
Tele Movie in its applications for closed-
circuit toll tv franchises in some 50 com-
munities throughout Southern California and
elsewhere, including Milwaukee, said the
company hopes to get into operation as
quickly as possible but that the first step
will, of necessity, be a contract with the
telephone company. Tele Movie plans to
install Telemeter coinbox decoders in the
homes of subscribers in Oceanside and to
make feature motion pictures the backbone
of its program service.
GAC-TV Executives Realigned
Executive appointments for GAC-TV
Inc., New York talent management firm
handling artists for various major network
programs, have been announced by L. W.
Kanaga, president of the parent firm, Gen-
eral Artists Corp. Milton W. Krasny, who
continues as vice president of General Art-
ists Corp., becomes president of GAC-TV.
Harry Anger, with the parent firm in va-
rious capacities, becomes GAC-TV vice
president and general manaeer. Thomas G.
Rockwell, who has been president of GAC-
TV, recently became board chairman of the
parent firm.
TNT 9-Month Gross: $2.5 Million
Theatre Network Television Inc. grossed
$2,471,215 during the nine months ended
Sept. 30, it has been announced by Nathan
L. Halpern, TNT president. The company
provided closed-circuit television services
during the period to such companies as Gen-
eral Motors Corp., Ford Motor Co., Chrys-
ler Corp., General Electric Co., Interna-
tional Business Machines, NBC, AT&T and
Westinghouse Bcstg. Co.
Audio Devices Honors Toscanini
Audio Devices Inc., New York, last week
honored Walter Toscanini for "outstanding
work ... in preserving and helping prepare
for release recordings of the NBC Sym-
phony concerts conducted by his father, the
late Maestro Arturo Toscanini." Mr. Tos-
canini was presented with the 100,000th
reel of new "low-print-through" master mag-
netic tape during a reception in his honor
arranged by Audio Devices. The cape, made
by Audio Devices, is being used by Mr.
Toscanini and his associates in the course of
their editing of the Toscanini recordings.
LIVING
SOUND
captured at last in
TV spot news on
sou n pen APT
16mm MAGNA-STRIPE RAW STOCK
You can now get Soundcraft Magna-Stripe (film with pre-applied magnetic
sound track) in raw stock form! The availability of Magna-Stripe Raw
Stock, and equipment for its use — now enables you easily to convert
from optical to magnetic sound track— to achieve living sound for your
TV spot news films! Only Soundcraft's Magna-Stripe provides
*0scar-winning oxide formulation!
Because optical developing processes cannot affect sound already
recorded on Magna-Stripe, you can develop your films for maximum optical
clarity. All the advantages of tape recording are yours with Magna-Stripe!
First adopted in CBS-TV Newscasts- Magna-Stripe has won viewer
and critic plaudits for "live" sound quality in spot news broadcasts.
To learn how easily you can convert to Magna-Stripe Raw Stock
...write Soundcraft today!
*1953 Academy of Motion Picture Arts & Sciences Award
reeves SOUNDCRAFT corpo RATION
10 E. 52nd St., New York 22, N. Y. • West Coast: 338 N. La Brea, L. A. 36, California
WORLD'S LEADING MANUFACTURER OF RECORDING FILMS
Broadcasting
FILM
AAP Concludes $2 Million Sale
To CKLW-TV Windsor-Detroit
A $2 million sale of the entire library of
Warner features and cartoons (including
previously purchased Popeyes) to CKLW-
TV Windsor-Detroit highlighted new sales
announced last week by AAP Inc. Also re-
ported were sales of Warner cartoons to
KCMO-TV Kansas City and to WCNY-TV
Cathage-Watertown, N. Y., and Popeyes to
KBTV (TV) Denver and WNEM-TV Bay
City, Mich. In addition, WCBS-TV New
York and WJAR-TV Providence bought
several additional groups of features.
Meanwhile, AAP reported strides in sell-
ing its feature library overseas. A large group
of Warner Bros, features were sold to ABC
Television Ltd., Great Britain, making what
is claimed to be the largest such purchase to
date by British tv. AAP now has consum-
mated major deals with each of the four
commercial tv networks there.
Norman B. Katz, director of AAP's
foreign operations, cabled the sales reports
from London Monday just before setting
forth for an annual trip to the Far East. He
is expected to conclude a number of pend-
ing contracts in far eastern markets.
CBS Film Sales Adopts Tv Code
CBS Television Film Sales, New York,
has become the first television producer out-
side Alliance of Television Film Producers
to affiliate with the NARTB Tv Code, Leslie
T. Harris, vice president and general man-
ager of the film company, announced Fri-
day. The move was described as a pledge
that CBS Film, "which has conformed with
the code in the past," now will support the
organization with funds and constructive
suggestions.
Guild Films Expands Production,
Starts 'Unitized Service' Plan
In an expansion move, Guild Films com-
mercial division announced it has set up
production facilities in Hollywood, Mexico
City, London and Puerto Rico, with main
operations continuing from its home base
in New York. Simultaneously, the launching
of a new "unitized service" plan developed
by Nox Lempert, executive producer, and
Norm Alperin, sales executive, was an-
nounced.
Under the plan, Guild will assign a pro-
ducer, director, editor and art director to
work continuously and exclusively with the
agency producer and account executives on
each assignment.
Fremantle Adds Two in Expansion
As part of an expansion move in Latin
America, Fremantle Overseas Radio & Tele-
vision Inc., New York, distributor of tv
film programming overseas, is announcing
today (Monday) the addition of two execu-
tives to its Mexican subsidary, Fremantle
Radio y Tv, S. A. Alex Duncan, formerly
Mexican distributor for several British elec-
tronic companies, has been named adminis-
trative manager of the subsidiary, and Sean
O'Donoghue, formerly a correspondent with
the Associated Press, has been appointed an
account executive. Rene Anselmo continues
as manager of the subsidiary, concentrating
on sales. Paul Talbot, Fremantle president,
said headquarters for all Latin American
operations now have been concentrated in
Mexico City, whereas previously activities
were directed from New York.
United Artists Corp. Forms
Record, Music Subsidiaries
United Artists Corp., which recently an-
nounced it would diversify its tv activities
beyond mere leasing of theatrical films to
television [Film, Sept. 23], last week diver-
sified still further. According to UA Presi-
dent Arthur B. Krim, the company is form-
ing two new, wholly-owned subsidiaries —
United Artists Records Corp. and United
Artists Music Corp. The record and music
publishing companies will be headed by
Max E. Youngstein, vice president of UA,
who will continue as national director of
advertising-publicity-exploitation.
UA has grown steadily since 1951 when
the five-man management team (of which
Mr. Youngstein was a member) took over
the faltering company. At that time, UA
grossed $20 million but lost money; in 1956,
it grossed $65 million (of which $5 million
was in tv film distribution) and earned a
sizable profit. Earlier this year, UA stock
was offered publicly for the first time.
Excursionists Raid 'Confederacy'
In a promotion gambit for its new The
Gray Ghost half-hour syndicated film series
dealing with the Civil War, CBS-TV Film
Sales Tuesday held a bus tour of the battle-
field area depicted in the series, known as
"Mosby's Confederacy," for more than 40
executives of advertising agencies, adver-
tisers, stations and trade and consumer pub-
lications. During the journey throughout
north Virginia, Virgil C. (Pat) Jones, author
of a book on which the series is based,
lectured the group on points of interest.
CBS-TV Film Sales has sold The Gray
Ghost, based on the daring exploits of Col.
John Mosby and his Raiders, in 115 markets
with starting dates beginning this month.
Regional sponsors include Colonial Stores
in 15 southern markets; Habitant Stores in
three New England markets; Welch grape
juice in four western cities and Gunther
beer in Baltimore and Harrisonburg, Va.
Lester 'Tales' in Production
Jerry Lester, star of the old Broadway
Open House night series on NBC-TV, is
filming a series of 5-minute shows, Jerry's
Tales, based on a segment of the Open
House format. The parodied Tales will be
offered to stations as fillers, for insertion
into feature films, sign-off spots or for gen-
eral programming. Each show will have
two lead-ins for commercial inserts. The
series is being filmed at Lewis & Martin
Films Inc., Chicago, for syndication by
Marshall, Lee & Richards, radio-tv produc-
tion firm. Negotiations currently are under-
way with distributors.
A good time is had by all
In fact there is no such thing as a
bad time on WBNS Radio! Proof?
Pulse clocks us first 315 out of
360 quarter hours 6 a.m. to mid-
night, Monday through Friday.
The 1,707,400 folks in the rich
Central Ohio market are willing
to pay for their pleasures with
$3,034,624,000.00. Buy WBNS Ra-
dio and be sure of a good time.
Ask John Blair.
WBNS RADIO
COLUMBUS. OHIO
Page 86 • October 14, 1957
Broadcasting
thanks
for your
enthusiasm
Your telegrams,
letters
and phone calls
confirm that the new
PRINTERS' INK
is indeed
BIG NEWS ON
ADVERTISING STREET
You have more than fulfilled your pledge
of improved appearance, more interesting editorial
content, news and readability — V. P. and Advertising Manager
In 35 years of readership
no single issue has given me
the grand wallop of your new model - Executive Editor, consumer magazine
Your new improvements will help us do our job better — President, sales counselors
Dramatic evidence of better service
to all of us in marketing— Publisher, consumer magazine
. . . Breezy in presentation . . . easy to read . . .
meaty in content ... every page alive— Editor, consumer magazine
Bright clean editorial layout . . . very readable service — Director of Advertising
. . . Editorial matter and excellent layouts
point to great maturity— Agency V. P.
The new PRINTERS' INK is a vital one . . . attention
attracting . . . easier and faster to read ... I stopped
everything and went through it cover to cover— Publisher, consumer magazine
A real smash!
. . . particularly like "Advertising Week"
and Bill Jackson's column on television commercials -
Account Executive, agency
Dramatic evidence of R I.'s characteristic approach
toward even better service
to all of us in marketing— Publisher
Any business that steps ahead boldly,
even though the status quo seems adequate,
will never fall behind in its field— Agency Executive
The new P I. is superb . . .
splendid improvement of
an already excellent publication— Vice President, research
As a 17-year subscriber,
I look forward to spending even more time
with one of my favorite magazines— Agency V. P.
Congratulations on the best face-lifting
since LIFE went king-size!— Agency Executive
Terrific . . .
I went through the book
cover to cover at one sitting -
Public Relations Executive
Especially like "Advertising Week". . .
so much useful news in easy-to-read
and organized form— Advertising Counselor
It's going to set
new records for PRINTERS' INK
... a grand old name, getting grander— Publisher
Bright . . . well constructed . . .
full of helpful ideas and information— Executive Secretary, publishers association
Congratulations ! ! ! !
I almost spilled the coffee
when I saw this week's issue -
A very interesting evolution ,
It will be interesting to see
what happens in 1958-9-60 —
Advertising Counsel
Consultant to Advertising Agencies
This is one of my "musts" and your new format
impels a great deal more interest— Advertising Manager
It is certainly a bold departure . . .
looks very good to me— President, publishing company
Removing the cover ad was a bold step but inevitable
and I am delighted with the markedly
increased distance between covers.— Director of Market Research
IStTEF& ^5 ' fAffC 20S EAST 42no STREET, NEW YORK IT, NEW YORK
CHANNEL 4-SIGHT
Yes ... be wise! When you buy
television in the great Golden
Spread, use Channel 4 -Sight.
Over 100,000 TV sets
Nearly $200,000,000 in Retail Sales
Power: Visual 100 KW
Aural 50 KW
Antenna Height 833' above
the ground
KGNC-TV
I CHANNEL 4
I AMARILLO,
I TEXAS
CONTACT
ANY
KATZ MAM
NETWORKS
MR. BUNKER
MR. JAMIESON
MR. SHAKESPEARE
MR. WALT
CBS-TV Appoints Bunker V.P.;
Others Named in Changes
Edmund C. Bunker, general manager of
CBS-owned WXIX (TV) Milwaukee, last
week was named vice president and director
of station relations for CBS-TV, replacing
Edward P. Shurick, who has resigned to
join Blair Tv as executive vice president.
Mr. Bunker's appointment is effective im-
mediately.
The change was announced by William B.
Lodge, CBS-TV vice president of station re-
lations and engineering, who also reported
that Robert F. Jamieson, manager of CBS-
TV sales service, has been elevated to the
newly-created position of manager of sta-
tion contacts. Mr. Jamieson will report to
Carl Ward, national manager of station re-
lations.
Mr. Bunker's replacement as general man-
ager of WXIX will be Frank Shakespeare
Jr., general sales manager since 1954 of
CBS-owned WCBS-TV New York. His ap-
pointment is effective today (Monday). In
turn, Mr. Shakespeare will be succeeded
at CBS-TV by Norman E. Walt, an account
executive for CBS-TV Spot Sales in New
York.
Mr. Bunker began his broadcasting career
at WCSC Charleston, S. C, while a student
at Charleston College. He later served as
an announcer with WTOC Savannah, Ga.,
and in sales posts with WIS Columbia, S. C
and with WCSC. From 1945-48 he was an
account executive with Avery-Knodel, sta-
tion representative, and from 1948-49 he
served in a similar post with ABC Radio.
He joined CBS-TV's sales department in
1949 and in 1952 was promoted to general
sales manager of KNXT (TV) Hollywood
and the Columbia Pacific Television Net-
work. He was named general manager of
WXIX in November 1954.
Mr. Shakespeare began his broadcasting
career in 1949 as assistant to the sales man-
ager of WOR New York. Subsequently, he
joined CBS-TV Spot Sales in New York as
an account executive and in 1954 he was
named general sales manager of WCBS-TV.
Mr. Walt became associated with CBS-TV
Spot Sales in July 1953. Earlier, he had been
with KOLN-TV Lincoln, Neb., and with
Harrington, Righter & Parsons, New York,
in sales capacities.
Mr. Jamieson joined the network in June
1951 as manager of CBS-TV sales service.
Earlier he had been with the DuMont Te^-
vision Network as director of station rela-
tions, manager of operations and assistant
general manager of WABD (TV) New
York.
At the same time, the appointments of
George Zurich as manager and Robert L.
Pike as assistant manager of CBS Television
Sales Service were announced by William
H. Hylan, CBS-TV vice president of sales
administration. Mr. Zurich, who has been
assistant sales service manager since April,
succeeds Mr. Jamieson. Mr. Pike has been
a sales service representative for the past
two years.
MGM Stockholder Meet Holds Up
MGM-TV Conference With ABC-TV
A scheduled meeting of top-level ABC-
TV and Metro-Goldwyn-Mayer Tv Div. of-
ficials, scheduled for last Monday, was post-
poned at the request of MGM, which is
facing a special stockholders meeting to-
morrow (Tuesday) in New York. That meet-
ing may decide management control.
The ABC-TV and MGM-TV meeting was
to discuss a possible production tie-up for
studio facilities. To be explored: properties
to be filmed for ABC-TV by MGM, or use
of MGM facilities by ABC-TV to film its
own shows [At Deadline, Oct. 7]. The
conference may be held this week.
MGM President Joseph R. Vogel orig-
inally had called the special stockholders
meeting in a showdown battle with insurgent
Florida financier Joseph Tomlinson. a major
stockholder and a board member.
WKXL Is 31st Yankee. Affiliate
WKXL Concord, N. H., became the 31st
full-time affiliate of the Yankee regional net-
work last week. The announcement was
made by George W. Steffy, executive vice
president of the station which is owned by
Capitol Broadcasting Corp. The contract
was signed by Joe Close, president of
WKNE, a sister station in Keehe, N. H.,
which also is a Yankee affiliate.
WDXI-TV % I
JACKSON, TENNESSEE E
Channel 7 =
Covering |
half million |
people in |
the mid- I
South |
= Represented by Venard, Rintoul & McConnell, Inc. =
Page 88 • October 14, 1957
Broadcasting
MBS Was In Black for September,
Roberts Tells Stockholder Meet
MBS showed a "small but significant
profit" amounting to $6,000 for the month
of September, Paul Roberts, president of
MBS told company stockholders at a- special
meeting in New York Tuesday [Closed
Circuit, Oct. 7].
Mr. Roberts later explained that, based
on current expectations, Mutual may well
show a profit of $100,000 for the period
from Aug. 8 through the end of this year.
It was on Aug. 8 that the new management
team, headed by Mr. Roberts and Armand
Hammer, board chairman, assumed control
of Mutual from its former owner, RKO
Teleradio Pictures Inc. He said he will "plow
back" all profits to bolster the network's
new operation, expanding the staff and im-
proving facilities.
Mr. Roberts told stockholders the figures
for September demonstrate "a real turning
point in the acceptance of network radio —
particularly Mutual's service type of opera-
tion— by national advertisers." Pointing
to a more than $1 million loss during the
first ten months of 1956, he said he believes
that "a down-to-earth, most realistic ap-
proach to network radio problems can result
in a successful operation."
Mr. Roberts said many of the larger na-
tional advertisers are returning to network
radio and mentioned such recent MBS
clients as General Foods Corp., Chrysler
Corp., Reader's Digest Assn., H. J. Heinz
Co. and Benrus Watch Co.
CBS Radio's New Business
Rises $250,000 During Week
CBS Radio signed $250,000 in new busi-
ness last week according to John Karol, vice
president in charge of network sales. Corn-
stock Foods, Newark, N. Y., bought a
weekly Saturday "Impact" segment of the
Robert Q. Lewis Show effective immediately
for 26 weeks through Gordon Best Co.,
Chicago. General Foods Corp (Jell-O) will
sponsor five 7 Vi -minute units of daytime
dramatic series for nine weeks, effective
immediately. The contract was placed by
Young & Rubicam.
- Whitehall Pharmacal Co. ordered 12
weekly "impact" segments for four weeks
through John F. Murray Adv., New York.
Seven-Up Co., bought six "impact" seg-
ments, beginning Nov. 25, through J. Walter
Thompson Co., Chicago. Cowles Magazines
Inc. purchased nine "impact" segments
through McCann-Erickson, effective imme-
diately.
WLOS Affiliates With NBC
Affiliation of WLOS Asheville, N. C,
with NBC effective today (Monday) has
been announced by WLOS Executive Vice
President Charles Britt and NBC Station
Relations Vice President Harry Bannister.
NBC and WISE Asheville terminated their
affiliation by mutual agreement Sept. 30,
the network said. WLOS continues as ABN
and MBS affiliate. Tv network affiliations in
the market were not affected. WLOS-TV
continues with ABC-TV and WISE-TV con-
tinues with CNS-TV and NBC-TV.
In Microwave Towers
and Reflectors . . . .
reflectors
am-fm towers
and radiators
high gain corner reflector antennas
4i#
WRITE
TODAY
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BOOKLET
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the companies
that KEEP IT!
Mid-Continent Broadcasting Co.
Television Station KSAZ
Radio Station KFYR
Radio Station WWTV
Amalgamated Wireless Ltd., Australia
Collins Radio Co.
General Electric
Lenkurt Electric Co.
Motorola, Inc.
Page Communications Engineers, Inc.
Philco Corp.
Radio Corporation of America
Raytheon
Western Electric
American Telephone & Telegraph Co.
Bell Telephone Laboratories
Colorado Interstate Gas Co.
Michigan Bell (SAGE project)
Mid Valley Pipe Line
Ohio Power Co.
Southwestern Bell Telephone Co.
U.S. Air Force
tower fabricators
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Broadcasting
October 14, 1957 • Page 89
NETWORKS continued
SIGNATURES of Albert S. Tedesco (c) and Mrs. Tedesco, on a Keystone Broad-
casting System contract for their station KAGE Winona, Minn., usher the 1,000th
affiliate into the transcription radio network. At the Chicago signing (1 to r) : Sidney
J. Wolf, KBS president; Blanche Stein, director of station relations; the Tedescos,
and Edwin R. Peterson, senior vice president of KBS.
CBS Staffers Experiment in 'Sound'
Some 75 CBS employes in New York,
ranging from "executives to file clerks" are
taking part in an experimental workshop in
program production, according to Arthur
G. Peck, manager of network operations
and head of the group. Called "Dimensions
in Sound," the group has written and pro-
duced three programs, which are scheduled
to be played back at weekly meeting, with
regular CBS producers present. Members
get professional help in CBS studios.
ABC-TV Builds 'Hideaway' Theatre
At Network's New York Tv Center
ABC-TV has built a new "hideaway"
theatre at its New York tv center that per-
mits a theatre-type seating arrangement for
live audiences to be set up in the bare studio
in less than an hour. About 300 persons can
be accommodated. It will be used this
season for the live Pat Boone Chevy Show-
room and the Patrice Munsel Show.
The studio has 11,700 feet of floor space
and is divided by a large but movable sound-
proof wall. When seated, the audience can
view programs through an arch created by
an opening in the wall. The arch has a
special proscenium that creates a theatre
effect. When not in use the seats and their
platforms telescope into small units for
storage. The tv network and American
Broadcasting Network, both of which have
increased the number of live shows origi-
nating in New York, note they now have
available more than 10,000 tickets for
shows scheduled each week.
Pitch for Nighttime Radio
Made by CBS Radio Spot Sales
A special "pitch" on behalf of radio's
nighttime periods is being made to agencies
and advertisers by CBS Radio Spot Sales.
CBS Radio Spot Sales stresses that radio
is the "all the time" medium and includes
millions of adults, both men and working
women, who have full-time daytime jobs
and are available to radio after dark. It is
noted that the U. S. Census in 1950 found
32.2% of all women working, and "add to
these people the daytime listeners who stay
tuned to radio in the evening, and you come
up with many people listening after sun-
down— adults, whose daytime jobs are
through, who are unhurried, unharried and
receptive."
Since nighttime listeners in radio are part
of stations' overall listenership, the presenta-
tion continues, the advertiser who cuts the
schedule short at sundown "automatically
cuts out a whole slice of the stations' big
overall audiences."
CBS Court Show Draws Suit
Attorney Ben Paul Noble has filed suit
against CBS, WTOP-AM-FM-TV Washing-
ton and Swift & Co. seeking $3 million
damages for program rights. He claims the
format for the CBS-TV show, The Verdict
Is Yours, is his and cites programs he pro-
duced for WTOP-TV in 1949 and 1952-53.
CBS in its argument cites court scenes in
Greek tragedy and a similar program pro-
duced in Chicago by a bar group in 1949,
before Mr. Noble's first show went on the
air. District Judge David A. Pine refused to
issue an injunction against the network
broadcasts, pending further court hearings.
NETWORK SHORT
NBC Opera Co. started its second annual
tour at St. Mary's College, South Bend,
Ind., and plans to visit 63 cities in next nine
weeks.
to the wise
are sufficient
"For 4V2 years we have
used TelePrompTer
equipment on every
kind of show. I con-
sider TelePrompTer an
integral part of our
operation — dollar pro-
ductive — a big client
plus — as basic to an
effective TV perform-
ance as the script a
radio announcer holds
in his hand."
Mr. Julian Drob
Operations Manager
KDKA-TV
Pittsburgh, Pa.
"jLmlpnmMiplIkiR
II CORPORATION — —
Jim Blair, Equip. Sales Mgr.
31 1 West 43rd Street, New York 36, N. Y., JUdson 2-3800
Oui new TelePro 6000 rear screen projector changes slides
so rapidly it creates the illusion ol animation
Page 90 • October 14, 1957
Broadcasting
^/I 1 1. JOHN G" CULLEN' Chief ngineer. Station KRMA-TV, Denver, Colorado,
-^aU|4* Affiliate, Denver Public Schools System
"G-E camera tubes give us the clear, precise
pictures students require in educational TV!"
o ur viewers look in order to learn. They study
their TV screens closely. Whether adults or
children, professional groups or hobbyists, their
need for picture quality is higher than average.
"KRMA-TV's enthusiastic response from Rocky
Mountain audiences proves we broadcast pro-
grams that are easily seen, followed, and under-
stood. Here General Electric camera tubes serve
us well. Their resolution is sharp — our pictures
have exceptionally fine detail. Contrast is good.
Ghosting from image burn-in is almost unknown.
"And dollar-wise our camera-tube investment
has proved sound. Our records show that
General Electric tubes have long life. When
necessary, tube adjustments are made quickly
and fairly. We're pleased on three counts: quality,
costs, and helpful local service!"
* * *
Phone your nearby General Electric tube dis-
tributor for high-quality G-E Broadcast-Designed
camera tubes . . . for fast, helpful service!
, Distributor Sales, Electronic Components Division,
General Electric Company, Owensboro, Kentucky.
fivgress Is Out Most Important Product
GENERAL HI ELECTRIC
IT TAKES 5
MAJOR RAILROADS
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BIG, BUSTLING
/
JOE FLOYD
DOES IT IN
20 SECONDS
What's KEL-O-LAND? It's peo-
ple . . . over a million of them;
it's counties . . . 110 of them
in four states; it's retail sales
. . . $1,220,150,000 annually.
And Joe Floyd's 101 -man crew
hands you all of KEL-O-LAND
in one beautiful package and
one wonderful single-market
buy.
Put All KEL-O-LAND
In Your TV Picture.
KDLO
Aberdeen
CHANNEL
';— Watertown ■
KELO
SiOUX Falls CHANNEL
KPLO / x
CHANNEL
Pierre — Winner — Chamberlain
Sioux Falls, S.D.
JOE FLOYD, President
Evans Nord, Gen. Mgr. Larry Bentson, V.P.
Represented by H-R
Minneapolis, Bulmer & Johnson, Inc.
CBS- ABC - NBC
PERSONNEL RELATIONS
Network, Toll Tv Pacts
Take Attention of WGAW
Writers Guild of America, West, figures
it will be in a strong position to bargain for
higher scales in 1958, when 11 contracts
covering live tv and radio will expire.
With this in mind, WGAW has not dis-
cussed minimum scales in current negotia-
tions with the three tv networks, preferring
to combine these contracts with others ex-
piring next year, according to Jerry Gottler,
of the guild negotiating committee.
Revisions agreed on this year between
the guild and network negotiators and ap-
proved by the WGAW membership are: an
agreement by the networks that certain
material written for news documentaries is
covered by the 1955 agreement and by the
union that certain other material (hard
news) is not; that the 1955 contract will
cover questions and answers and ideas for
quiz programs and audience participation
shows, if they come from a writer who also
supplies other "material" for the program,
but if they can't be classed as "material"
they will not be covered.
Payment for a single use of written ma-
terial will be made as follows: 20% within
14 days of receipt of a signed contract;
50% within 1 1 days of delivery of the com-
plete script (first draft); the remaining 30%
within 1 1 days of delivery of the final script.
A number of provisions regarding credits
were agreed to by networks and union, in-
cluding one that writer credits on dramatic
or situation comedy shows shall be placed
"immediately before or after the most prom-
inent credit to the producer or director."
Units of time and option periods for ex-
clusivity have been reduced from 16 years
to 9 years for one-time shows and unit
series; from 16 years to 8 years for episodic
series.
Before submission to WGAW member-
ship, the changes had been agreed to by the
networks and both east and west guild
councils.
WGAW members also approved an as-
sessment of 3% of payments received from
the sale of post- 1948 motion pictures to
television, an additional 2% over the regu-
lar 1 % assessment, to take care of the indi-
vidual negotiations necessary on each group
of pictures and to provide for the policing
of payments.
Screen membership of the WGAW dealt
earlier with the question of payments for
toll tv motion pictures. Setting Sept. 2 (start
of the Bartlesville, Okla., experiment) as
the beginning of pay tv, the screen mem-
bership gave orders to its negotiating com-
mittee to ask fees of 10% of gross receipts
from pay tv for theatrical pictures made
before that date which are released for use
on this new medium of distribution.
For theatrical pictures produced after
that date for both theatrical and pay tv, the
screen writers set a sliding scale based on
two factors: the negative cost and the pay
tv gross, with the negative cost divided by
five to obtain one unit of gross. When a
picture earns one such unit of its gross
from pay tv, the writer's share would be
1.5% under this formula, rising by 0.5%
for each such unit to a maximum of 7.5%.
In a third category, pictures made pri-
marily for use on toll tv, the writers voted
to make no specific demands at this time
but to request the right to re-open their
contract with the motion picture producers
v/hen there is something specific to talk
about. The writers' contract with the major
studios runs to May 1959 but may be re-
opened this fall in three areas: toll tv,
credits and minimums. Regarding credits,
WGAW will ask for certain changes to
secure parity for writers with directors
and producers. "In recognition of the movie
market depression," WGAW is not asking
for a raise in minimums at this time, but
plans to make demands affecting the work
week and apprentice status.
WGAE Members to Condition
Pacts With East Coast Agents
Writers Guild of America East Inc. an-
nounced that members have voted not to
enter into individual agreements with agents
without including a provision for the auto-
matic termination of the agreements upon
the ending of WGAE's agreement with the
Artists Managers Guild on the West Coast.
Guild writers have a blanket agreement with
AMG setting forth basic relations between
writer and agent, but not with east coast
agents, who are organized under the name
of the Society of Authors Representatives.
WGAE and Writers Guild of America West
plan to open negotiations shortly with agents
on both coasts to formulate a new blanket
agreement.
WGAE also reported that members of
the television writers branch of the union
have accepted new provisions to be incorpo-
rated into freelance live iv agreements
with networks and producers under a re-
opening of the present contract. New pro-
visions include coverage by the union of
certain material written for news documen-
taries; outlines minimum rates for ques-
tions, answers and ideas for stunts used on
quiz and audience participations shows, and
sets up forms to be used in giving credits.
WGA to Discuss Network Contracts
The national council of the Writers Guild
of America will hold a meeting in New York
Saturday and Sunday to explore topics such
. as contract demands to be served on the
networks early next year. National Chair-
man Erik Barnouw will preside. The meet-
ing will be attended by representatives of
both eastern and western guilds. Fourteen
contracts — twelve staff and two freelance —
will expire March 31. The council also will
discuss the present copyright laws in the
light of the "rapid growth of television and
other mass communications" and several
special projects now under consideration.
NBC-TV May Use Union Sketches
A plan will be considered by the board
of the screen writers branch of Writers
Guild of America West this week to use
sketches from the screen writers' annual
shows over the past nine years in a 90-
minute tv variety show to be broadcast
early next year by NBC-TV, which will pay
Page 92 • October 14, 1957
Broadcasting
Another way SRDS helps sell time
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Sales Offices: New York ♦ Evanston • Los Angeles
Broadcasting October 14, 1957 • Page 93
PERSONNEL RELATIONS continued
EDUCATION
$150,000 for the program. Terms of a con-
tract negotiated by WGAW and NBC offi-
cials already have been approved by the
WGAW council and if the screen writers
board follows suit they will be reduced to
writing for signature by both parties.
NABET Strike Against KVOO
Still Unsettled After Order
Despite a temporary injunction by a fed-
eral court against the National Assn. of
Broadcast Employes & Technicians, KVOO
Tulsa last week was no closer to a settlement
of its two-month-old dispute with the union.
An Oklahoma district court injunction of
Sept. 27 formalized a previous restraining
order against NABET, supporting conclu-
sions it should be restrained from interfer-
ence tactics at both KVOO Radio (owned
by Southwestern Sales Corp.) and KVOO-
TV (Central Plains Enterprises Inc.). Last
week NABET still maintained pickets at
the KVOO Radio studios and transmitter,
according to KVOO spokesmen. Under Ihe
new injunction — which in effect is pending
another National Labor Relations Board
hearing — -NABET is prohibited from inter-
fering with operations at the radio station
as well as picketing the new Broadcast Cen-
ter Building (still to be completed) housing
KVOO-TV, and from encouraging various
parties, including construction company
workers from engaging in the strike.
Claims that NABET had circulated hand-
outs and letters to the public to that effect
were denied by the director, who described
the literature as "organization material."
Also denied was the claim that NABET
seeks a closed shop, the union describing its
bid as one for a "modified union shop." It
previously acknowledged it contacted adver-
tisers not to buy time on KVOO Radio.
The strike was called Aug. 9 with six of
KVOO's 14 technical employes, although
programming continued. At that time,
NABET requested a closed shop. The sta-
tion agreed to compromise on wage de-
mands, but refused to comply with demands
for union membership as an employment
condition. The union continued to maintain
pickets around KVOO's transmitter and
studio facilities and at KVOO-TV's new
Broadcast Center Building. KVOO-TV is
under separate operation and management.
Ford Fund's Weiss Describes
ETV's Savings to Education
Use of educational tv will bring sub-
stantial savings in American education, ac-
cording to John K. Weiss, vice president
and treasurer of the Fund for the Advance-
ment of Education (Ford Foundation proj-
ect). Speaking at the first international ed-
ucational tv seminar, held at Boston U. last
week, Mr. Weiss showed savings of 40%
obtained by in-school educational tv during
Pennsylvania State U. experiments.
"The use of in-school tv throughout the
U. S. has in many instances proven its
usefulness without damage to the quality of
the learning experience," he told 130 edu-
cators from 28 nations. He described out-
school tv classes conducted over WQED
(TV) Pittsburgh, noncommercial educational
station, and said a physics course viewed
by 500 students in 1956 is being viewed
this year via film by 75,000 students in
14 states.
Dr. Charles Hettinger, tv education su-
pervisor of Pittsburgh public schools, said
WQED's broadcasts are effective, with little
observable difference in test results of chil-
dren taught by classroom instructors and the
results of children taught without tv. He
added that teachers using tv can further
enrich the student's conception in follow-up
classroom sessions.
Dr. Earl Herminghaus, research director
of St. Louis public schools, said telecasts
offered "a most probable solution to al-
ready bulging college facilities in the St.
Louis area."
Children soon will be educated as well
by tv instruction as by classroom methods,
according to T. Wilson Cahall, coordinator
of the Hagerstown (Md.) closed circuit tv
project.
WBAP-TV Offers State Series
WBAP-TV Fort Worth, Tex., on Sept. 26
originated the first of an educational series,
Adventures in Education, which is being
made available live and by kinescope to 15
stations throughout the state. According to
WBAP-TV Program Director Robert Gould,
the series is a teacher education course and
will make viewers eligible for teacher cer-
tificates. Dr. Arthur H. Moehlman is con-
ductor of the series. Lee Wilborn, assistant
commissioner for instruction, Texas Educa-
tion Agency, is project director, and Lyle
Hendricks, radio-tv staff, U. of Texas, is
producer.
'Bold Journey' Used in Schools,
Says Education Assn. Official
An educational committee headed by Dr.
J. Cloyd Miller, president of New Mexico
Western College and trustee of the National
Education Assn., announced Tuesday in
New York that 1.2 million elementary and
high school students in more than 31,500
classrooms in 68 areas across the U. S. now
are participating in classroom studies of
geography and social and physical sciences
stimulated by home viewing of Ralston
Purina Co.'s Bold Journey on ABC-TV,
Monday 8:30-9 p.m. Teacher guides are
being distributed by Ralston and ABC-TV
and the network reported it has received
4,000 "enthusiastic" comments on the
project to date.
John Daly, ABC vice president in charge
of news, special events, spots and public
affairs, claimed the project marks the "first
time that a commercial television program
is being used continuously, week-in and
week-out, as an educational tool." He
said the project was tested last fall and put
into full effect this year. Credit for originat-
ing the project, Mr. Daly said, goes to
Ernest J. Hodges, vice president of Guild,
Bascom & Bonfigli, Ralston's agency.
Dr. Miller also is serving as chairman of
the Bold Journey Teacher Award Advisory
Council which will make 30 travel awards
to teachers participating in the project.
Awards will consist of regular NEA tours.
NBC-TV, Ann Arbor Center Offer
Five New ETV Program Series
Five new program series have been an-
nounced for broadcasting over the inter-
connected educational television stations by
NBC-TV's network facilities beginning Oct.
28 (Mon.-Fri. 6-6:30 p.m.). The programs
will be produced in partnership with the
Educational Television and Radio Center,
Ann Arbor, Mich. The program series are
IGY: A Small Planet Takes a Look at It-
self; Mathematics, With Clifton Fadiman;
Arts and the Gods; Survival, and Camera
on Washington.
It is expected that the 29 ETV stations,
all affiliates of the center, will carry the five
programs. In addition, NBC owned stations
and many NBC-TV affiliates in areas which
the ETV stations do not cover will be fur-
nished, on request, kinescopes of the pro-
grams for replay on a sustaining basis with
a minimum 14-day delay from time of the
original live telecast, it was reported.
Noble Foundation Makes Grants
The Edward John Noble Foundation,
founded by Edward John Noble, a director
and chairman of the finance committee of
American Broadcasting-Paramount Thea-
tres, announced last week grants totaling
more than a third of a million dollars to
develop "leadership potential." Fifty-three
such grants were awarded to the class of
1957 graduates of 29 colleges and universi-
ties. The grants may range as high as $8,000.
Broadcasting
Cincinnati's Most Powerful
Independent Radio Station
50,000 waits of SALES POWER
CINCINNATI, OHIO
STATION
WC KY
On the Air everywhere 24 hours a day— seven days a week
Page 94 • October 14, 1957
PHILCO
TLR-6 Microwave
Provides Maximum System Reliability
for Unattended TV Relaying!
Philco TLR-6 microwave provides economical transmission of
NTSC compatible color or monochrome TV signals . . . plus
full audio channel. Here is a completely modern microwave
system . . . especially designed to meet the needs of community
TV operators for thoroughly dependable operation.
Heavy duty power supply provides 1 full watt output to insure
outstanding operational reliability in continuous unattended
service.
Philco TLR-6 provides S-T-L relaying in the 5900 to 7400 mc
bands. All components mount in standard 19" racks. Unitized
circuit construction simplifies maintenance. Built-in test and
metering circuits assure uninterrupted service at all times.
Here is reliability ot performance unaffected by severe weather,
free from the many limitations of wire and pole lines, unham-
pered by problems of difficult terrain, over-water transmission or
expensive rights-of-way.
Philco engineers will be happy to help you with your special
Microwave requirements. Please contact us for further informa-
tion. Look ahead . . . and you'll choose Philco.
• Highly reliable, unat-
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• Philco offers complete
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Write for Speci-
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which describes
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At Philco, opportunities are unlimited in electronic and mechanical research and engineering.
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In Canada: Philco Corporation of Canada Limited, Don Mills, Ontario
See the Philco Display of TLR-6 and
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IN REVIEW Continued from page 14
CALIF.-ORE.
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Population 356,330
Families 1 15,760
Tv Families 92,720
Retail Sales $485,803,000
Consumer Spendable
Income $610,357,000
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Br m associates,.*, representatives
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Dallas, Detroit, Jacksonville, St. Louis, Boston.
policeman just commissioned a detective,
looked and acted the part. There were no
Hollywood touches. Similarly, Dean Stanton
as a psychopathic killer-robber offered a
convincing mixture of sadism and fear.
In all, The Walter Winchell File is bet-
ter than the usual crime dramas but falls
considerably short of matching the better
ones.
Production costs: $50-$60,000.
Sponsored by Revlon through BBDO, on
ABC-TV, Wednesday, 9:30-10 p.m. EDT.
Started Oct. 2.
Producer: Bert Granet; associate producer:
Jack Aldworth; director: Jerry Thorpe.
THE GUY MITCHELL SHOW
The debut of ABC-TV's Guy Mitchell
Show last Monday evening was just about
what any reasonably perceptive television
viewer could have predicted. There were the
usual song and dance routines geared to the
popular taste, a smattering of warmed-over
humor and, of course, good Guy Mitchell.
Guy is a sincere sort of chap who appears
to give everything that's in him to make his
show a success. He is energetic (dancing,
jumping and cavorting); he is friendly
(smiles galore); he is presentable (though
some might suggest a haircut). The guests
on Guy's first show, talented Marguerite
Piazza and lumbering Dizzy Dean, gamely
joined him, the show's singing group and the
Van Alexander Orchestra in hustling for
laughs.
The Guy Mitchell Show is merely another
indication that ABC-TV, this season, is mak-
ing a good bid to match the other networks
on all levels of the entertainment scale.
Production costs: Approximately $40,000.
Sponsored by Max Factor & Co. through
Anderson-McConnell Inc., on ABC-TV,
Monday, 8-8:30 p.m. Started Oct. 7.
Executive producer: Eddie Joy; producer:
Phil Cohan; director: Kevin Jonson; head
writer: Ben Starr; choreographer: Ted
Cappy; special song material: Irving
Graham; staff writer: William Derman.
PAUL WINCHELL PRESENTS
Embarrassing was the word for the pre-
miere of the new Paul Winchell show. Em-
barrassing that late Sunday afternoon has be-
come such a never-never land as to allow
meriocrity to take over a half-hour of
precious tv time. Embarrassing to see sec-
ond-rate entertainment sponsored.
Mr. Winchell is a personable and amiable
young man, and one of the most talented
ventriloquists around. But this is not enough
to carry a show where writing, production
and creativity are sadly deficient.
It is presumably difficult to get outstand-
ing guest stars on a Sunday afternoon. But
all good talent is not high-priced, and the
gimmick on which the show is supposed to
hinge is that Mr. Winchell and his wooden
friends will introduce entertaining talent.
The guests on the first show included a
group of young boys, singing something
called "Hambones." They accompanied this
number with a rhythmic, gymnastic kind of
hand-clapping and thigh-slapping. Another
guest, singer Judy Scott, has not learned
that when you start a song giving it all
you've got, then there's no place to go.
Frank Fontaine, a comedian who milked
the most out of a years-old routine, filled
out the crew.
The most pleasant moment on the show
was a "behind the lights" number, in which
the camera showed the audience what the
world looks like to a performer. The brief
moment was not enough to remedy the rest
of the half hour.
Production costs: $6,000.
Sponsored by Hartz Mountain Products
through George H. Hartman Co., Chi-
cago, on ABC-TV, Sunday, 4:30-5 p.m.
Started Sept. 29.
Producer and writer: Carl Jampel; director:
Dave Brown.
SEE IT NOW
It appears that everyone complains just
as much about the mails as about the
weather, and all too few have taken the
time out from condemning the footsore
courier to ask why the mails are slow.
Among the very few outside the federal
government who have taken the time to
find out why the U. S. postal system is
faced with a staggering $1 billion deficit is
CBS-TV's team of Murrow & Friendly.
A week ago yesterday (Sunday), See It
Now pointed its probing camera eye into
the mailbag, so to speak, and found it made
of very patchy material. According to the
producers of the show, it was not their job
to find a culprit, even if the show was, in
the words of narrator Murrow, a whodunit.
"Who done in," he asked, "the U. S. Post
Office?" The rogues gallery was fairly
packed: There are the magazine publishers
who, say postal authorities, are subsidized
by the U. S. Government for $250 million
per year; there are the direct mail adver-
tisers, and last, but not least, the members
of Congress who have, to quote Mr. Mur-
row, shown "a lack of illumination — both
political and electrical," the latter referring
to the poor physical plant of the country's
postal system.
As constructive criticism, the See It Now
program showed what can be done to alle-
viate the burden of the 500,000 hardy
couriers and their bosses: a glimpse at tiny
Holland's super-modern "Transorma" sys-
tem sufficed. So did Mr. Murrow's com-
mentary that perhaps Congress ought to
appropriate, not just investigate. All in all,
ALL-AMERICAN VOICE
WSRS
\ GREATER CLEVELAND'S
\ NUMBER 1 STATION
SRS "Radio-Active" MBS
Page 96 • October 14, 1957
Broadcasting
it was illumination — political and especially
electrical from beginning to end — in the
traditional See It Now vein.
Because of popular demand, CBS-TV an-
nounced Wednesday it will rebroadcast "The
Great Billion Dollar Mail Case" next Sun-
day (Oct. 20) as the fall premiere of See It
Now.
Sponsored by Pan American World Air-
ways through J. Walter Thompson Co.
on CBS-TV, Oct. 6, 5-6 p.m. EDT.
Produced by Edward R. Murrow, Fred W.
Friendly; cameramen: Leo Rossi, Martin
Barnett and Bill McClure; production:
Gene DePoris and Ed Jones.
SEEN & HEARD
Could tv be trying to imitate radio's suc-
cessful format of programming as back-
ground accompaniment of other activities?
It seemed so Oct. 5, when NBC-TV carried
three solid hours of popular music, from
Perry Como to Polly Bergen to Gisele Mac-
Kenzie to Dean Martin, a back-to-back pro-
gram sequence that would have been just as
enjoyable without the picture most of the
time and occasionally more so.
* * *
It may be true, a la Thomas Wolfe's last
title, that You Can't Go Home Again, at
least not to stay — but that was certainly a
memorable visit NBC's Nightline sponsored
on the late author's birthday Oct. 3. Walter
O'Keefe's interview of Mr. Wolfe's sister at
the family home in Asheville, N. C, proved
the lady is a natural-born Wolfe. In spite of
a raspy, Tarheel voice, she worked the old
family magic as she dealt out Wolfiana.
The minutes in her parlor sent residents of
one radio home back to the bookshelves
and demonstrated that Conversation (also
NBC) is not, after all, the only place to go
for good talk on radio.
BOOKS
WHAT HAVE YOU DONE FOR ME
LATELY? by Walter Schwimmer; The
Citadel Press, 222 Fourth Ave., New
York 3. 256 pp. $4.
It is educational to get off Madison Ave-
nue and onto Michigan Boulevard for this
latest trip inside advertising, where publish-
ers lately have beaten a path. A good bit of
business actually is done, a good many ideas
born, a lot of progress is made away from
New York's agency row, it seems.
And a good place to get the story seems
to be from Walter Schwimmer's candid ac-
count of 20-odd years in the agency "game."
Mr. Schwimmer left the agency battlefield
several years ago for the tv-radio produc-
tion field. From this perspective he reports
notable skirmishes, victories and retreats —
in some cases naming names, in others, giv-
ing composite portraits of well-known types
Broadcasting
This word, in film processing, is a very important
word indeed.
People tell you that one film processing job
is as good as another, and what the heck, what's the
measure of accuracy, anyway?
Well. To answer that one would take a very long time.
Suffice it to say here that it's summed up in
all the operations of a processing job, where even
the smallest details are of great importance.
It shows everywhere, and it positively shines when
the film appears on the screen.
What we're talking about, of course, are the people
and the operations at Precision Film Laboratories.
Here attention to detail, sound, proven techniques
are applied by skilled, expert technicians to
assure you the accurate, exact processing your films
deserve to justify your best production efforts.
Accuracy is a must for TV -for industrials — for
education -for all movies.
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R
0 H
FILM LABORATORIES. INC.
21 West 46th Street, New York 36. New York
A DIVISION OF J A MAURER INC
In everything, there Is one best ... in tilm processing, it's Precision
United Press news produces!
October 14, 1957 • Page 97
IN REVIEW
CONTINUED
among agencymen, clients and media men.
The cynical title refers to a client's habit of
leaving the agency which pushed him along
to prosperity. But the Schwimmer story is
not a cynical, wise-guy work. It may be
hard-boiled, but it seems sincere. And mi-
raculously the author came out of the arena
with his ideals intact.
Readers in the broadcast field — especially
those who haven't been around for 20 years
— should be especially interested in Mr.
Schwimmer's early experiments in radio.
Among his notable accomplishments were
development of new concepts in national
spot, the telephone giveaway and other pro-
gramming innovations.
A good bit of the book seems to be ad-
dressed to careerists. Each chapter ends
with a neat moral, and an entire chapter,
"My 'Pearls of Wisdom' Hour," is made up
of such offerings as "The way to save
money in advertising is to pay whatever is
necessary to get a topnotch job done . . ."
or "There should be a federal law banning
coloratura sopranos."
Mostly, Mr. Schwimmer stays off Madison
Avenue in his book . But the reader can be grate-
ful that he lingered in that neighborhood
long enough to formulate a tongue-in-cheek
"Madison Avenue Loyalty Test," showing
the way to success in advertising. The test
is a refreshing example of how a station can
deprecate or exaggerate its position accord-
ing to the business need of the moment.
SATELLITE FOR SALE
If you want to send your sales out of
this world use WWLP — WRLP, Spring-
field-Holyoke-Greenfield, Mass.
In Western New England Nearly Everyone Watches
WWLP Channel 22 Springfield-Holyoke, Mass.
WRLP Channel 32 Greenfield, Mass.
PEOPLE
ADVERTISERS & AGENCIES
A WEEKLY REPORT OF FATES AND FORTUNES
wmmmmmmmmmm
L. Cook Thompson, formerly head of his
own agency, to Wasser, Kay & Phillips Inc.,
Pittsburgh, as executive vice president.
Herbert Ward, market management con-
sultant, McCann-Erickson, N. Y., to Dr.
Pepper & Co., Dallas, Tex., as sales mana-
ger, and R. L. Stone named manager of
fountain sales.
■< Nick Susnjer promoted
from field sales manager
to national sales manager
and Richard M. Cors,
from sales and service de-
partment to national mar-
keting director of Kiekhae-
fer Corp. (Mercury out-
door motors), Fond du Lac, Wis.
Mort Chalek, account executive Joseph Katz
Co., N. Y., to Keyes, Madden & Jones,
same city, as account executive.
■< Peggy Blackmon, radio
sales representative, to
Broggi Adv. Inc., San
Antonio, as account ex-
ecutive. Mrs. Blackmon
was associated with East-
ern Air Lines for three
years and with KUNO
Corpus Christi, Tex., as regional commer-
cial and sales manager for five years.
A. W. Neally, vice president, BBDO, L. A.,
appointed consultant. Tom Dillon, group
supervisor, named resident manager and
Ralph Peck, with agency's Toronto office,
moves to L. A. W. M. Starkey, account ex-
ecutive, promoted to group supervisor.
Tom Garrabrant, assistant media manager,
North Adv., Chicago, promoted to media
manager. He succeeds Richard Paige, re-
signed.
Robert C. Else, formerly with Doherty, Clif-
ford, Steers & Shenfield, N. Y., to Wood-
ward, Voss & Hevoner, Albany, N. Y., as
director of radio and television.
David Lawrence, tv production supervisor
and radio-print copy writer, Milton Wein-
berg Adv., to Beckman, Koblitz Inc., both
L. A., as radio-tv director.
William H. Chase, formerly account execu-
tive, McCann-Erickson, N. Y., to Easy
Laundry Appliances Div. of Murray Corp.
of America, Chicago, as merchandising
director.
Richard Risteen, supervisor of grocery mar-
keting group, and Paul Lideen, account ex-
ecutive, BBDO, N. Y., have been appointed
associate directors of marketing.
NOT FOR CONSUMERS
In discussing the new Scotchgard
campaign for Minnesota Mining &
Mfg. Co. [Monday Memo, Oct. 7],
Mark Lawrence, radio-tv vice presi-
dent of MacManus, Joha & Adams,
New York, pointed out that the fluoro-
chemical stain repeller cannot be pur-
chased directly by consumers and the
agency's point in advertising on tv is
to "spread news" of the product and
encourage manufacturers to use
Scotchgard. The published article did
not specify the product by name, nor
did it describe its use.
Arnold Rosten, art director and group super-
visor, Grey Adv., N. Y., resigns to set up
his own office at 12 W. 55th St., same city.
He will specialize in art and design services.
Betty L. Armstrong promoted from radio-
tv timebuyer to assistant media director at
Grant, Schwenck & Baker Inc., Chicago.
Henrietta de Feo, Gray & Rogers, Philadel-
phia, to Erwin Wasey, Ruthrauff & Ryan,
same city, as assistant to public relations
director on industrial and consumer ac-
counts.
Raymond C. Brecht, reporter and staff
writer, Evening and Sunday Bulletin, Phila-
delphia, to Gray & Rogers, same city, pub-
lic relations and publicity department.
Jim Christopher (1), president, J. W.
Christopher Co., L. A., presents the
presidential gavel to Western States
Adv. Agencies Assn. incoming presi-
dent, James K. Speer, president,
Speer Adv. Agency, same city. Mr.
Christopher, who has been appointed
to head the eighth annual confer-
ence and convention of the association
in April 1958, will serve another year
on the board of directors. Mr. Speer
has been a director for the past two
years.
NUMBER ONE RADIO BUI
EE!
KOSI
Sm For Jo»
Page 98 • October 14, 1957
Broadcasting
Alfred A. Atherton, Atherton Adv., L. A.,
elected chairman, Southern Council Ameri-
can Assn. of Advertising Agencies. Hal
Stebbins, Hal Stebbins Inc., L. A., named
vice president of 4-A council and Martin R.
Klitten, Martin R. Klitten & Co., L. A.,
elected secretary-treasurer.
John Dc Huckstep Jr., media group super-
visor, Leo Burnett & Co., Chicago, to Port-
land Cement Assn., same city, as advertis-
ing bureau manager.
Hugh Reynolds MacMillan Jr., 53, vice
president and director of Colgate-Palmolive
Co., N. Y., died Oct. 6.
FILM mmmmmm
Ralph J. Baron, account executive, Tele-
vision Programs of America, appointed
eastern division manager. He will headquar-
ter in Baltimore and report to vice president
for eastern division.
H. C. Ellison, head of animation for Jam
Handy, Detroit, to Filmack Corp., Chicago,
as director of animation department.
Phil Frank, formerly sales staff, Peter Elgar
Productions and Screen Gems, both N. Y.,
to Caravel Films Inc., same city, as account
executive.
Sherlee Barish mid-western sales representa-
tive, Official Films, N. Y., appointed sales
coordinator.
Gene Plotnik, publicity department, Screen
Gems, N. Y., promoted to publicity mana-
ger, succeeding Phil Cowan who resigned
to form his own N. Y. public relations firm.
Abe Mandell, general manager in Far East
for Frieder Films (theatre operator and
film distributor), and Norman C. Lundquist,
sales staff, Wilding Pictures Corp., to Ziv
Tv Programs, N. Y., national sales depart-
ment.
Richard Brand, film representative, to
MGM-TV, N. Y., commercial and industrial
film division.
NETWORKS ^ ^^^SSiH
Norman Baer, radio-tv director, Lewin, Wil-
liams & Saylor, N. Y., to MBS executive
staff to handle duties in news, special events
and programming.
Robert Sadoff, formerly with Bourne Inc.
(music-publisher), to NBC as music co-
ordinator for network and its owned and
operated stations.
Gabriel Heatter, commentator with MBS
since 1933, has signed new three-year con-
tract with network.
Mel Tolkin and Neil (Doc) Simon, veteran
writers, signed by NBC-TV for Jerry Lewis
Show on Nov. 5.
Mack David, lyricist, and Jerry Livingston,
Broadcasting
STAND-BY ANTENNAS
for TV TRANSMITTING
channels 7-13
Afa SbifUexe* Needed
A simple, versatile, and economical
standby system consisting of two separate
bays of the AMC1 Type 1020 Antenna
can be mounted on the legs of an existing
tower. Shown here is the Station WXYZ-
TV installation in Detroit, Michigan,
being used with a 50 kw transmitter. They
may also be mounted on FM antennas
(Station WBKB-TV, Chicago, Illinois)
and on masts, one above the other. The
aural and visual transmission lines need
not be of equal length.
Write for Bulletin B-957
/amciN
ANTENNA SYSTEMS - COMPONENTS - AIR NAVIGATION AIDS - INSTRUMENTS
Manufacturing Co., Inc.
299 ATLANTIC AVE., BOSTON, MASS.
Goat for sale
If you got any loose goats you want to turn into cash, or a polygonal monitor
that needs a new home, or a void where a d.j. ought to be, or an analog
computer you want to exchange for an old UV 201 A . . . or, on the other
hand ... if you want a job that pays off in money instead of custard,
or if you have tape recorder, will travel . , . stop languishing this minute.
Take steps. Be a man of action. Tell Broadcasting's readers all about it in the
Classified Section.
October 14, 1957 • Page 99
THAT'S THE WAY
THE BALL BOUNCES
IN LAS VEGAS
FOUR YEARS OF
UNDISPUTED LEADERSHIP
FOUR YEARS TOP COVERAGE
FOUR YEARS TOP RATINGS
(completed Pulse and ARB surveys)
55,000 WATTS TOP POWER
FOUR YEARS TOP PROGRAMMING
and . . Top promotion in the
Top morning newspaper,
The Las Vegas Sun. Chmad
KLAS-TV
CBS ® Television Network
Represented by WEED TELEVISION
Only ONE is atop the
Continental Divide
Serving both the Atlantic and
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XLF - TV4
Montana
East— The Walker Co.
— Pacific North
west Broadcasters
PEOPLE CONTINUED
composer, signed to create all songs for
NBC-TV's Shirley Temple's Storybook
series.
Steve Allen, star-host on NBC-TV's The
Steve Allen Show, named toastmaster for
National Freedom Fund Dinner of National
Assn. for Advancement of Colored People
to be held at Hotel Roosevelt in New York
Nov. 22.
STATIONS ••• :.^:-y--. r..:.:,::r.
Harold Grams, who will become general
manager of KSD-AM-TV St. Louis on Jan.
1, has been elected to board of directors of
Pulitzer Publishing Co., same city, owners
and operators of stations.
■< George H. Morris,
commercial director,
WHBQ-TV Memphis, to
WSIX-TV Nashville, both
Tenn., as vice president
and national sales mana-
ger. Prior to his affiliation
with WHBQ-TV, Mr.
Morris was with RKO Teleradio, Chicago,
as western sales manager.
George F. Goodyear, board chairman, WGR
Corp. (WGR- AM -TV Buffalo, N. Y.),
Arthur A. Victor Jr., president, A. Victor &
Co. (furniture store), same city, and William
H. Lutz, vice president and technical direc-
tor, Pratt & Lambert Inc. (paints, varnishes,
enamels and lacquers), Buffalo, elected board
members of Transcontinent Tv Corp.
(WROC-TV Rochester, N. Y., WGR Corp.,
and 50% owner of WSVA-AM-TV Harri-
sonburg, Va.). All three new Transcontinent
members formerly served on WGR board.
Karl B. Hoffman, vice president and direc-
tor of engineering, WGR-AM-TV, to Trans-
continent in similar capacity.
M Tom Gavin, general
sales manager, WDSM-TV
Duluth, Minn., named
general manager of
WDSM. Mr. Gavin has
been connected with
broadcasting for past 25
years.
■< Carlo Anneke, station
manager, WDSM, named
general sales manager of
WDSM-TV. He has been
with WDSM over four
years and has held posi-
tions in radio sales and as
commercial manager.
Charles H. Phillips, sales development man-
ager, Edward Petry & Co., N. Y., to WCKT
(TV) Miami, Fla., as national sales manager.
John Merrell, sales manager, KFH Wichita,
Kan., promoted to national sales manager.
Bob Adams, KFH, named local sales mana-
ger.
■< Gene McWhite, time
salesman, to WBNY Buf-
ralo, N. Y., as sales mana-
ger.
-+ H. F. (Bob) Wehrmann,
general manager, WTPS
New Orleans, to WDOD
Chattanooga, Tenn., in
similar capacity.
Redd Gardner, account executive, Kling
Studios, Chicago, to WHFB-AM-FM Ben-
ton Harbor-St. Joseph, Mich., as sales
manager.
Robert C. Harnack, formerly radio-tv direc-
tor, Smith Adv., to WKST-TV New Castle,
Pa., as sales and production manager, head-
quartering in Youngstown, Ohio.
■< Paul von Hagel, sales
manager, WRAP Norfolk,
Va., promoted to general
manager.
■< David Abbott, regional
sales manager, Official
Films Inc., N. Y., to
WHDH-TV Boston as na-
tional commercial mana-
ger. Mr. Abbott also has
been associated with
MCA-TV Ltd. and was
sales representative for WBZ-TV Boston.
■< William A. Queen, ac-
count executive, WHDH,
named national commer-
cial manager. Prior to join-
ing WHDH in 1953, he
was associated with
WTAO Cambridge, Mass.,
and Register Publications
in Boston.
Page 100 • October 14, 1957
Joseph N. Lafreniere, manager, WXCN
(FM) Providence, R. L, takes on additional
duties as coordinating station manager of
Concert Network Inc. (WHCN Hartford,
Conn.; WBCN Boston; WYCN New York,
and WXCN). Walter P. Sheppard, formerly
chief of music production, American Forces
Network in Germany, to CN as network
program director.
James E. Kovach, director of programs,
WRC-AM-TV Washington, to WBAL-TV
Baltimore, Md., as program manager.
Broadcasting
telecine equipment
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NAME.
.STATION.
ADDRESS.
CITY
.ZONE.
. STATE -
Statement Required by the Act of August 24,
1912, as Amended by the Acts of March 3,
1933, and July 2, 1946 (Title 39, United
States Code, Section 233) Showing the Own-
ership, Management, and Circulation of
Broadcasting • Telecasting, published weekly
at Washington, D. C, for September 30, 1957.
1. The names and addresses of the publisher, editor,
managing editor, and general manager are:
Publisher and Editor — Sol Taishoff, Washington, T>. C.
Managing Editor — Edwin H. James, Bethesda, Md.
General Manager — Maukicb H. Long, Chevy Chase, Md.
2. The owner is: (If owned by a corporation, its name
and address must be stated and also immediately there-
under the names and addresses of stockholders owning
or holding 1 percent or more of total amount of stock.
If not owned by a corporation, the names and addresses
of the individual owners must be given. If owned by a
partnership or other unincorporated firm its name and
address, as well as that of each individual member, must
be given.)
Broadcasting Publications, Inc., Washington, D. C. ;
Sol Taishoff, Washington, D. C. ; Betty Tash
Taishoff, Washington, D. C.
3. The known bondholders, mortgagees, and other secu-
rity holders owning or holding 1 percent or more of
total amount of bonds, mortgages, or other securities are:
(If there are none, so state.) None.
4. Paragraphs 2 and 3 include, in cases where the stock-
holder or security holder appears upon the books of the
company as trustee or in any other fiduciary relation, the
name of the person or corporation for whom such trustee
is acting ; also the statements in the two paragraphs show
the affiant's full knowledge and belief as to the circum-
stances and conditions under which stockholders and secu-
rity holders who do not appear upon the books of the
company as trustees, hold stock and securities in a
capacity other than that of a bona fide owner.
5. The average number of copies of each issue of
this publication sold or distributed, through the
mails or otherwise, to paid subscribers during the
12 months preceding the date shown above was:
18,733.
Maotice H. Long
Vice President and General Manager
Sworn to and subscribed before me this 3rd day of
October, 1957.
Robert E. Corish
Notary Public
(Seal)
(My commission expires April 1, 1961)
. .* . about paid circulation
The surest barometer of the reader accept-
ance of any publication is its paid circulation.
People read business and trade papers for news
and ideas that will help them in their jobs, not
for entertainment.
The purchase of a subscription immediately
establishes a contractual relationship between
the subscriber and the publisher. The sub-
scriber buys the publication and anticipates
news and features to keep him abreast of de-
velopments in his own business. He expects
the publication to reach him regularly through-
out the subscription year. If reader interest is
not maintained, paid circulation is directly
affected.
Broadcasting for the past 12 months aver-
aged a paid weekly circulation of 18,733 (as
sworn above in the ownership statement). This
is the largest paid circulation in the vertical
radio-tv publication field. In fact, Broadcasting
distributes more paid circulation in 4 months
than the combined annual paid of all other
vertical magazines in its field.
That's why the intelligent _ advertiser always
chooses Broadcasting as his basic promotional
medium in the radio-tv trade field. He knows
paid circulation is a true reflection of the
publication's value.
Page 102 • October 14, 1957
PEOPLE CONTINUED
William G. Wadman and Lloyd Knight to
WGAN-AM-TV Portland, Me., as program
manager and production manager, respec-
tively.
Robert Austin, account executive and an-
nouncer, KSDO San Diego, Calif., named
program manager.
Lewis Klein, production director, WFIL-TV
Philadelphia, named program and produc-
tion manager, succeeded by Ed Moore,
station's director's staff. Jack Steck, execu-
tive program director, WFIL-TV, to WFIL
as director of radio operations. Charles
Keller, WFIL news and special events de-
partment, Shelly Gross, newscaster, and
Michael D'Angelo Jr., news department,
WCAU Philadelphia, named special events
reporters at WFIL.
Doug Duperrault, announcer- director,
KTBS-TV Shreveport, La., named promo-
tion manager. Jack Hodges, director, moves
to sales department and Jerry Colvin,
cameraman, named director. Ruby Cooper,
continuity, resigned to enter private agency
work in Beaumont, Tex.
Jack Williams, publicity manager, KDKA
Pittsburgh, Pa., to WBZ and WBZA Boston-
Springfield, Mass., as advertising and sales
promotion manager, effective Oct. 21. He
succeeds Roy Schwartz, resigned to join ra-
dio station in Philadelphia.
Joanne C. Kubeja, traffic manager, WLEE
Richmond, Va., to WKRC Cincinnati Ohio,
in similar capacity.
John D. Maloy, programming chief, WNAC
Boston-Lawrence, Mass., and Yankee Net-
work, takes on additional duties as director
of programs and special events.
Burke Ormsby, program director, KTNT-
TV Tacoma, Wash., to KFSD San Diego,
Calif., in similar capacity.
Dave Moss, formerly with WIS and WMSC,
both Columbia, S. C, in sales and program-
ming, to WKDN Camden, N. J., as program
director and account executive.
Austin Heywood, assistant director of press
information and audience promotion, KNXT
(TV) Los Angeles, named director of sales
promotion and press information, succeed-
ing Dean Linger, resigned.
John Michels, announcer, WAMS Wilming-
ton, Del., to WTOW Towson, Md., as chief
announcer and production director.
William R. Nutt, to KGW-AM-TV Portland,
Ore., as promotion and publicity director.
Marjorie Thomas, formerly trade publicist,
McCadden Corp. and UPA Pictures, to
KRHM-FM Los Angeles as director of pub-
licity and public relations.
Charles Wood, announcer-producer, U. S.
Army band, to WGMS Washington as
special assistant to president-general mana-
ger.
Gil Schneider, program director, KGEO-
TV Enid, Okla., to WTVT (TV) Tampa,
Fla., as director. Pegge Anderson, traffic
manager, WANE-TV Fort Wayne, Ind.,
joins WTVT in similar capacity and Roger
Ready, WIBW-TV Topeka, Kans., and Ed
Scott, KDUB-TV Lubbock, Tex., become
WTVT announcers.
Harriet Baker, formerly with WNAC-TV
Boston, to WILD, same city, as sales service
coordinator.
John McArdle, former NBC-TV account
executive in spot sales and later with net-
work's Today and CBS-TV's Good Morning
shows, to WABD (TV) New York as account
executive.
Justin Cassidy promoted from sales service
manager to account executive at WBBM-
TV Chicago. Arthur DeCaster succeeds
him.
William Hughes, formerly account execu-
tive, Floyd F. Mellen Adv. agency, Omaha,
to KMTV (TV), same city, as account ex-
ecutive.
Warner Leeds, KTLN Denver, 'Colo., to
KOSI, same city, as account executive.
Ron McCoy, sales manager, KMUR Mur-
ray, to KLUB Salt Lake City, both Utah,
as disc jockey and account executive, suc-
ceeding Paul Coburn, resigned.
Jack Miller, formerly assistant general man-
ager, KTUR Denver, to KYA San Fran-
cisco as southern California sales representa-
tive.
Paul Sampson, jazz authority, to WGMS
Washington as host of Saturday night
Jazz in Review.
Bill Hamaker, recent graduate of Kent
State U., to WCMW Canton, Ohio, as host
of Tip Top Tunes.
Ted Weems, band leader, to KIXL-AM-FM
Dallas, Tex., as m.c. of three-hour recorded
music show.
Wellington (Bud) Sawyer, promotion depart-
ment, Tv Guide, Boston, to WAAB Worces-
ter, Mass., as m.c, plus additional duties
in promotion and with station's mobile unit.
Doug Adair, announcer, WHIO-TV Dayton,
to WJW-TV Cleveland, both Ohio, in similar
capacity.
Clayton Phyllis Fritchey, feature writer, edi-
torial page assistant and church editor,
Northern Virginia Sun, Arlington, Va., to
WWDC Washington as Steve Allison Show
producer.
Gerald Roche, in ABC-TV network sales
management training program since June
1956, promoted to sales staff of WABC-TV
New York.
Broadcasting
Herbert E. Cashner, Dant & Russell Inc.
(producers and vendors of lumber and ply-
wood) central Ohio offices, sales representa-
tive, to WRFD Worthington, Ohio, as ac-
count executive.
Roger Sheldon, formerly general sales man-
ager, KFMU-FM Los Angeles, to KFMB
San Diego sales staff.
Jim McGovern, news director, WISN Mil-
waukee, Wis., and Bob Watson, WCIA (TV)
Champaign IH., to KSTP-TV St. Paul,
Minn., news staff.
Mary Ann D'Agostine joins WCUE Akron,
Ohio, as receptionist, succeeding Janet
OeCapito, who moves to West Coast.
Howard Stanley, manager and sales mana-
ger, WAVY Portsmouth, Va., elected presi-
dent, Advertising Club of Norfolk.
Cal Smith, station manager-program direc-
tor, KROC Rochester, Minn., resigns to
become manager of Mayo Civic Audito-
rium, same city, effective Nov. 1. Mr. Smith
has been associated with Southern Min-
nesota Broadcasting Co., owners and opera-
tors of KROC, in various capacities for past
21 years.
Gregory Olberding, public relations director,
WKRC-TV Cincinnati, Ohio, father of girl,
Louise, Sept. 23.
REPRESENTATIVES mmmmmmmmmmmmm
M Richard Kelliher, for-
merly with Headley-Reed,
S. F., to Adam Young
Inc. as manager of S. F.
office. He succeeds Chuck
Christianson, who resigned
to become station mana-
ger of KRUX Phoenix
[People, Sept. 16], Clayton Braun, former-
ly with ABC West Coast continuity accept-
ance, L. A., to Adam Young Inc.'s office in
that city.
John J. Murphy Jr., NBC-TV salesman, to
NBC Television Spot Sales in similar capac-
ity.
Frederick Wilson Smith, radio account ex-
ecutive, to William G. Rambeau & Co.,
N. Y., sales staff.
PROGRAM SERVICES =
John M. Ahern, David A. Davies, Charles
T. Gunn and William R. Muenster, client
service department, A. C. Nielsen & Co.,
Chicago, named account executives.
Diana Stark, network liaison, Tv Guide,
N. Y., named middle Atlantic region promo-
tion representative, with headquarters in
New York. Elizabeth A. Troughton, pro-
motion representative, Tv Guide, named
promotion representative for midwest re-
gion, headquartering in Chicago.
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Each instrument is tailored for the particular installation and usually
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The popularity of the Model 108 Phase Meter is
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Ecco No. 1500 cleaning fluid per gal 9.60
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October 14, 1957 • Page 103
• PROGRAMMING
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Page 104 • October 14, 1957
PEOPLE
CONTINUED
THE CBS Foundation launched the se-
mester for its eight news and public af-
fairs fellows studying at Columbia U.
with a banquet at CBS headquarters in
New York. Diners were (seated 1 to r)
John M. Patterson, WDBJ-AM-TV
Roanoke, Va.; Ernest F. Andrews, Dept.
of Journalism, State U. of Iowa; Avram
Westin, CBS News and Public Affairs;
Joseph L. Morrison, School of Journal-
ism, U. of North Carolina; Robert B.
Taber, CBS News; William Ray Mo-
field, WPAD Paducah, Ky., all CBS
Foundation fellows; (standing 1 to r) Wil-
liam B. Crawford, CBS News and foun-
dation fellow; Louis G. Cowan, CBS vice
president-creative services; Dr. Henry F.
Graff, Dept. of History, Columbia U.,
and liaison with CBS fellows; Merle S.
Jones, president, CBS Television; Ralph
F. Colin, president, CBS Foundation, and
member of Rosenman, Goldmark, Colin
& Kaye, CBS counsel; Sig Mickelson,
CBS vice president in charge of news
and public affairs; Arthur Hull Hayes,
president, CBS Radio; Irving Gitlin, CBS
public affairs director; William A. Eames,
KBOI-AM-TV Boise, Idaho, and foun-
dation fellow, and William C. Ackerman,
executive director of the foundation.
John F. Day, CBS News director, at-
tended the dinner but is not in the pic-
ture.
William P. Montague, 58, editor-in-chief of
Hearst Metrotone News, died of cancer
Oct. 6.
James Heaton, news director, KVGB Great
Bend, Kan., elected chairman of Kansas
Associated Press Radio Assn., succeeding
Robert Schmidt, general manager, KAYS
Hays, Kan.
EDUCATION iiz2=x:i;
Dr. Jack W. Warfield, tv director, KTLA
(TV) Los Angeles, to U. of Southern Cali-
fornia as assistant director of telecommuni-
cations.
Robert K. Clark, announcer, WSYB Rut-
land, Vt., to U. of Tennessee, as radio and
film writer-producer.
MANUFACTURING :::::
Harold G. Towlson, manager of broadcast
transmitter engineering, General Electric,
Syracuse, N. Y., named manager of engi-
neering for GE's technical products depart-
ment. He succeeds C. G. Lloyd, who has
been appointed general manager of specialty
electronic components department in Au-
burn, N. Y.
Joseph A. Haimes, previously administra-
tor of equipment promotion, receiving tube
marketing activity for RCA, appointed pro-
motion manager, RCA semiconductor divi-
sion.
Holland V. Robison, sales engineer, Sylvania
Electric Products' semiconductor division,
appointed product manager of semiconduc-
tor sales.
Edward Link, formerly regional sales mana-
ger, Mitchell Mfg. Co., Chicago, to Emer-
son Radio & Phonograph Corp. as midwest
district manager.
Robert E. Giannini, district sales manager
for General Electric distributor sales of
electronic tubes and other components since
1951, succeeds late W. C. Walsh as western
regional manager for department.
Martin I. Stoller, marketing executive with
Young & Rubicam, to Fairchild Recording
Equipment Co., Long Island City, N. Y.,
as manager of marketing.
George C. Hoberg, associate director of en-
gineering, Burroughs Corp., to RCA as
manager of special data-processing equip-
ment engineering.
VOICE OF THE PEOPLE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio- Ac five" IVIB S
Broadcasting
Robert W. Cochran, radio-tv broadcast
equipment sales specialist, General Electric,
Syracuse, N. Y., named district sales mana-
ger for radio and tv broadcast equipment
in company's L. A. office, covering south-
west U. S. He succeeds F. R. Walker, who
moves to GE closed-circuit tv sales.
Robert J. Higgins, formerly advertising and
sales promotion director, Stuart F. Louch-
heim Co., Philadelphia, to Sylvania Electric
Products as advertising supervisor of hi fi
phonographs and radios.
Jose D. Dominguez, president, Puerto Rico
Telephone Co., San Juan, to International
Telephone & Telegraph Corp., N. Y., as
executive engineer for telephone and radio
operating department.
Edward Alpert, assistant product planning
manager, Raytheon Mfg. Co., Waltham,
Mass., and Joseph J. Sedik, chief communi-
cations systems engineer, promoted to com-
munications field sales administrator and
communications product planning manager,
respectively, in commercial equipment divi-
sion.
Raymond P. Rivoli, formerly sales repre-
sentative for Reynolds Metals Co., to Syl-
vania Electric Products, N. Y., electronic
product sales department.
GOVERNMENT mmmmsmm
Joseph M. Sitrick, legislative assistant to
FCC chairman, named security officer in
addition to other duties. He succeeds
Edgar W. Holtz, FCC associate general
counsel, who has been acting security of-
ficer.
INTERNATIONAL wmmmmmmm® s mm i
Victor F. Davies appointed director of ac-
counting services, Canadian Broadcasting
Corp., Ottawa.
Wes Armstrong, Toronto radio veteran, to
CHUM, same city. Phil Ladd, program di-
rector and host, The Morning Show, resigns
duties as announcer and is succeeded by Al
Boliska on The Morning Show.
Howard E. Stark
NEW YORK 22, N. V
INTERNATIONAL
CBC Board Recommends
Two New Ams, Two Tvs
Two new radio and two new television
stations and numerous power increases were
recommended by the Canadian Broadcasting
Corp. board of governors at its meeting at
Ottawa on Sept. 30. As a result, radio and
tv stations will be built in new mining areas
in northern Ontario.
Thomas C. Nash has been recommended
for a 1-kw station on 730 kc at Blind River,
Ont., site of Canada's largest uranium min-
ing development on the north shore of Lake
Huron. CKSO Sudbury, Ont., was turned
down for a station at nearby Elliott Lake,
but recently began operation of a satellite tv
station (CKSO-TV-1) at Elliott Lake ura-
nium mining town site.
A new radio daytime station has been rec-
ommended at Welland, Ont., near Niagara
Falls, for Gordon W. Burnett, with 500 w
on 1470 kc. The station must broadcast 20%
of its programs in French.
Yorkton Television Co. has been recom-
mended for a tv station with 5 kw video
and 2.5 kw audio power on ch 3 at Yorkton,
Sask. CFCL-TV Timmins, Ont., has been
recommended for a satellite tv station on
ch 12 with 3.52 kw video and 1.76 kw audio
power at a new mining development at Elk
Lake, Ont. Satellite operation will be per-
mitted until an application is made for an
independent station at Elk Lake.
CKCO-TV Kitchener, Ont., has been rec-
ommended for a power increase on ch 13
from 31.4 kw video and 16.9 kw audio to
100 kw video and 54.4 kw audio with an-
tenna remaining at 928 feet above average
terrain. CJCB-TV Sydney, N.S., has been
denied operation of a satellite transmitter
with 20 kw video and 1 0 kw audio power on
ch 6 at Inverness, N.S.
CKVL Verdun, Que., a suburb of Mon-
treal, has been recommended for a power
increase from 10 kw to 50 kw daytime and
10 kw nights on 850 kc. The station assured
the CBC board it would undertake corrective
measures regarding interference with other
Montreal stations. CKVL becomes the third
50-kw station and the first such independ-
ently-owned station in the Montreal area.
CKLC Kingston, Ont., had its power
upped from 1 kw to 5 kw on 1380 kc; CHAB
Moose Jaw, Sask., from 5 kw to 10 kw day
and 5 kw night on 800 kc; CKBB Barrie,
Ont., from 250 w on 1230 kc to 5 kw on
950 kc, with change of transmitter site;
CJMT Chicoutimi, Que., from 250 w on
1450 kc to 1 kw on 1420 kc.
CKTS and CHLT Sherbrooke, Que., have
been recommended for some operating
changes. CKTS will increase power from
250 w to 5 kw and move from 1240 kc to
630 kc, changing its transmitter site. It will
allow CHLT, affiliated station, to operate
from its transmitter and on its frequency
in French, while CKTS will broadcast in
English from CHLT's 1-kw transmitter on
900 kc.
A large number of stations were granted
permission to transfer shares in their com-
panies and a number were allowed to change
corporate name without change of owner-
ship.
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Broadcasting
October 14, 1957 • Page 105
INTERNATIONAL
CONTINUED
Favorable Decision on Tv
Anticipated by West Germans
Anticipating an early and favorable court
decision in the suit to bring private broad-
casting to West Germany, interested par-
ties have made plans to apply for the
country's first private television station. In-
dustry and advertiser interests are preparing,
it has been reported, to launch a special
organization, Free Television Ltd.
There have been indications that any tv
application by Free Television Ltd. would
be favorably received. The Postal Ministry's
denial of applications recently by existing
semi-official stations for remaining uhf
channels (all v's have been taken) was in-
terpreted to mean that the government
would look with favor on private applica-
tions, should they become possible.
Allied with newspapers, advertising in-
dustrial interests in the push for private
broadcasting in Germany are tv set man-
ufacturers. They have attributed decreas-
ing set sales to scarcity of programming, a
situation they feel would be alleviated by
private stations offering viewers a choice
of fare. Private broadcasting advocates have
given 1960, or possibly 1959, as target dates
to be hoped for in getting independent
government stations on the air.
Meanwhile existing stations have an-
nounced plans for a possible "second pro-
gram" which would be noncommercial and
augment present schedules.
Two more of the semiofficial organiza-
,«<»««
mmmmmmmmmm ■
■■■■■■■in'
■•■■■■■■■•15"i!t
■»"»■■■'■ iiijjii ■fur ...
MODEL shows the new head office of
Canadian Broadcasting Corp. being
built on Riverside Drive, Ottawa, for
completion in 1960. Construction on
the eight-story building is to start early
in 1958. The building will be in "Y"
shape, with the three wings equally
spaced, and will contain offices as well
as studios and viewing, audition and
conference rooms.
tions have announced they will add com-
mercial segments to their otherwise non-
commercial tv programming. South West
German Radio and Hesse Radio will carry
commercial programming of Bavarian Ra-
dio, adding local spots, in the same manner
that Radio Free Berlin picks up BR's com-
mercial half-hour daily. This is the adver-
tising formula being contested in court by
German newspaper publishers who say that
Bavarian Radio and others carrying com-
mercials have no right to invade private en-
terprise, since they are public institutions
and enjoy broadcast monopolies.
Canadian Tv Sets Sales Drop
During First Seven Months
Sales of television sets dropped for the
first seven months of 1957 in Canada, from
252,227 in the January-July 1956 period, to
194,155 this year. At the same time, Elec-
tronic Industries Assn. (formerly RETMA)
of Canada reported that sales of radio re-
ceivers in this period increased from 275,-
877 sets in the 1956 period to 293,261 this
year.
Of the total sales of tv sets in the first
seven months of this year, 74,256 sets were
sold in the province of Ontario, 53,814 in
Quebec province and 16,641 in British Co-
lumbia, with the balance in the remaining
seven provinces.
Almost half the radio sets were sold in the
province of Ontario, accounting for 135,-
680 sets in the January-July period. Quebec
province accounted for 66,782 sets, and
British Columbia 23,710. Of the total of ra-
dio receivers sold in all Canada, 81,036 were
automobile sets, slightly more than the 79,-
789 such sets sold in the same period last
year.
Mexican Station Beams to U. S.
XEM-TV, licensed to Mexicali, Mexico,
began operations Oct. 1, telecasting prima-
rily in English for California's Imperial and
Coachella Valleys. The station (ch. 3, 100
kw) has a studio and office in El Centro,
Calif. XEM-TV, an independent, is repre-
sented by National Time Sales in New York
and Chicago and Harlan G. Oakes & Assoc.
in Los Angeles and San Francisco. Maxi-
mum one time hourly rate is $200.
European Sea Link Predicted
A prediction that eventually underseas
telephone cables will link Europe and the
U. S. for tv programming was made Tues-
day in Washington by Frederick R. Kappel,
president of American Telephone & Tele-
graph Co., during ceremonies opening a
new $37 million cable to Hawaii. He said
contracts had been signed to start another
cable to Europe, but indicated this one
would not handle tv.
INTERNATIONAL SHORT
Canadian Government's Dominion Bureau
of Statistics, Ottawa, Ont., reports Canadian
tv film production in 1956 was greater than
in 1955. Tv films of five minutes duration
or longer produced last year totalled 378
as compared with 338 in 1955. Approximate-
ly 2,153 television commercials were pro-
duced in Canada last year as compared
with 1,334 in 1955; 562 newsreel stories
were filmed last year for television as against
385 in 1955.
tR PULSE N
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Page 106 • October 14, 1957
Broadcasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by Broadcasting)
October 3 through October 9
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per- night. LS — local sunset, mod. — modification
mlt EBP— effective radiated power, vhf — very trans. — transmitter, unl. — unlimited hours, kc —
high frequency, uhf — ultra high frequency, ant. kilocycles. SCA — subsidiary communications au-
— antenna, aur. — aural, vis. — visual, kw — kilo- tborlzation. SSA — special service authorization
watts, w — watt, mc — megacycles. D — day. N — SXA — special temporary authorization. * — educ.
Am-Fm Summary through Oct. 9
Appls.
In
On
Pend-
Hear-
Air
Licensed
Cps
ing
ing
Am
3,024
3,010
298
447
144
Fm
539
519
70
83
0
FCC Commercial Station Authorizations
As of Aug. 31, 1957 *
Am
Fm
Tv
Licensed (all on air)
3,068
520
365
Cps on air
3^13
532
528
Cps not on air
148
30
133
Total authorized
3,261
562
661
Applications in hearing
155
12
82
New stations requests
340
37
77
New station bids in hearing
109
5
46
Facilities change requests
195
15
47
Total applications pending
1,118
148
382
Licenses deleted In Aug.
0
2
0
Cps deleted In Aug.
2
0
1
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
Tv Summary through Oct. 9
Total Operating Stations in U. S.:
Vhf Uhf Total
Commercial 401 87 4881
Noncomm. Education 19 5 242
Grants since July 11, 7952;
(When FCC began processing applications
after tv freeze)
Vhf Uhf Total
Commercial 363 328 6911
Noncomm. Educational 28 21 492
Applications filed since April 14, 7952.*
(When FCC began processing applications
after tv freeze)
New
Amend. Vhf
Uhf
Total
Commercial 1,127
337 874
590
1,4622
Noncomm. Educ. 68
38
33
68*
Total 1,195
337 912
623
1,530s
1 177 cps (33 vhf, 144 uhf) have been deleted.
2 One educational uhf has been deleted.
3 One applicant did not specify channel.
* Includes 48 already granted.
5 Includes 725 already granted.
New Tv Stations
APPLICATIONS
Presque Isle, Me. — Murray Carpenter & Assoc.,
vhf ch. 10 (192-198 mc); ERP 15.35 kw vis., 7.52
kw aur.; ant. height above average terrain 409
ft., above ground 99 ft. Estimated construction
cost $31,300, first year operating cost $55,000,
revenue $70,000. P. O. address Box 732, Bangor,
Me. Studio and trans, location Presque Isle, Me.
Geographic coordinates 46° 43' 36" N. Lat., 67°
55' 45" W. Long. Trans., ant. RCA. Legal counsel
Pierson, Ball & Dowd, Washington, D. C. Con-
sulting engineer Page, Creutz, Steel & Wald-
schmitt, Washington, D. C. Owners are Murray
Carpenter (87%) and others. Mr. Carpenter is
owner (with wife) of WTWO (TV) Bangor, Me,
Announced Oct. 8.
International Falls, Minn. — Minneonto Televi-
sion Inc., vhf ch. 11 (198-204 mc); ERP 1.59 kw
vis., .794 kw aur.; ant. height above average ter-
rain 305 ft., above ground 320 ft. Estimated con-
struction cost $114,857, first year operating cost
$56,253, revenue $60,000. P. O. address Chamber
of Commerce Bldg., 2nd Ave. & 4th St., Inter-
national Falls, Minn. Studio and trans, location
International Falls, Minn. Geographic coordinates
48° 36' 08" N. Lat., 93° 23' 35" W. Long. Trans.
Du Mont, ant. Prodelin. Legal counsel Spearman
& Roberson, Washington, D. C. Consulting engi-
neer William S. Sadler, St. Paul, Minn. This pro-
posed station is general community project. Ap-
proximately 2,700 persons have subscribed to one
share of stock each (in some cases this may
have been two or three shares). No one person
has as much as one half of one per cent interest.
LeRoy E. Phaklides is president; Marie Carlson
is secretary; Martin I. Narbo is treasurer. Mr.
Phaklides is employed by Minn, and Ontario
Paper Co., International Falls; Mr. Narbo is
teacher; Marie Carlson is empolyed by Falls
Credit Bureau. Announced Oct. 9.
Existing Tv Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
KOPR-TV Butte, Mont.— Copper Bcstg. Co., ch.
6.
KMVA-TV Victoria, Tex.— Alkek Television
Co., ch. 19.
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
MAJOR
INDEPENDENT
$350,000
1,700,000 people
in primary. One-
half cash.
Details on this and
other properties
from Bill Stubble-
field during NARTB
meeting Oct. 17 and
18, Brown Palace
Hotel, Denver.
WASHINGTON, D. C.
Wm. T. Stubblefield
l737 DeSalesSt., N.W.
EX 3-3456
MIDWEST
DAYTIME
INDEPENDENT
$100,000
This 1,000-watt
station is now
showing a good
profit. Full po-
tential yet to be
realized. Terms
—30% down.
CHICAGO, ILL.
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
SOUTH
STATION
WANTED
$200,000
Have prospect for
any size station
within 400 miles
of Shreveport,
La. Lease pur-
chase—to $200,-
000. Straight pur-
chase—$75,000.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
CENTRAL TEXAS
INDEPENDENT
$100,000
Adjacent to a
major market in
Texas and show-
ing a good profit.
Very liberal
terms are avail-
able on this day-
time money-
maker.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1175
WEST
FULLTIME
NETWORK
$130,000
Excellent record
of profits. 29%
down.
See Ike Twining to-
day and Tuesday at
NARTB meeting,
Multnomah Hotel,
Portland, Ore. —
Thursday and Fri-
day, Brown Palace
Hotel, Denver.
SAN FRANCISCO
W. R. (Ike) Twining
1 1 1 Suffer Sf.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
* . ; , - —
B
ROADCASTING
October 14, 1957 • Page 107
FOR THE RECORD continued
Planning
a Radio
Station?
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Translators
ACTIONS BY FCC
Translator Tv Bcstg. Coop. Inc., Rock Springs,
Wyo. — Granted cp for new tv translator station
to operate on ch. 82 to translate programs of
KUTV (ch. 2) Salt Lake City, Utah. Announced
Oct. 9.
New Am Stations
APPLICATIONS
Anderson, Calif. — Universal Electronics Net-
work, 1580 kc, 1 kw D. P. O. address John F.
Carter, 100 Montgomery St., San Francisco, Calif.
Estimated construction cost $27,219, first year op-
erating cost $24,000, revenue $45,000. Owners are
Dante P. Lembi and Louis O. Kelso (each 50%).
Mr. Lembi is investment and property manage-
ment expert; Mr. Kelso is attorney. Announced
Oct. 8.
Hamden, Conn.— Vincent De Laurentis, 1220 kc,
250 w D. P. O. address Avon Drive, Orange,
Conn. Estimated construction cost $30,116, first
year operating cost $65,000, revenue >72,500. Mr.
De Laurentis is sole owner. He is 5% owner of
WHAY New Britain, Conn., to be disposed upon
grant of this cp. Announced Oct. 9.
Saxonville, Mass.— Consolidated Bcstg. tadus-
tries Inc., 1550 kc, 5 kw D. P. O. address John
MacLellan, 27 Elmfield Rd., Framingham, Mass.
Estimated construction cost $16,487, first year
operating cost $41,000, revenue $55,000. Owners
are John MacLellan, Richard O'Connor (each
47.5%) and S. Myron Klarfeld (5%). Mr. MacLel-
lan is announcer WCOP Boston, Mass., and 47.5%
owner of Nelscott Assoc., advertising and sales.
Mr. O'Connor is staffer of WCRB Boston and
50% partner in WRSA Saratoga Springs, N. Y.
Mr. Klarfeld is attorney. Announced Oct. 9.
Sapulpa, Okla.— Creek County Bcstg. Co., 1270
kc, 500 w D. P. O. address Box 175, Guymon,
Okla. Estimated construction cost $18,445, first
year operating cost $45,000, revenue $60,000.
T. M. Raburn Jr. is sole owner. Mr. Raburn
owns 40% of KGYN Guymon, Okla. Announced
Oct. 8.
Existing Am Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
WRBS Tuscaloosa, Ala. — Better Radio Stations
Co., 790 kc.
KOWN Escondido, Calif.— Palomar Bcstg. Co.,
1450 kc.
KZIN Coeur D'Alene, Idaho — Radio Actives,
1050 kc.
WAMV East St. Louis, Dl.— Radio Missouri
Corp., 1490 kc. Changed from WTMV.
KLUU Toledo, Ore.— Toledo Bcstrs., 1230 kc.
WDNT Dayton, Tenn. — Norman A. Thomas,
1280 kc.
WEER Warrenton, Va. — O. K. Bcstg. Corp.
New Fm Stations
ACTIONS BY FCC
Rand Bcstg. Co., Miami, Fla. — Granted cp for
new Class B fm station to operate on ch. 260
(99.9 mc); ERP 105 kw; ant. 210 ft.; engineering
conditions. Announced Oct. 9.
FM Bcstg Inc., Kansas City, Mo. — Granted cp
for new Class B fm station to operate on ch. 227
(93.3 mc); ERP 35 kw, ant. 320 ft.; trans, to be
operated by remote control. Announced Oct. 9.
Highland Bcstg. Corp., Peekskill, N. Y. —
Granted 109.9 mc, 750 w unl. P. O. address Box
188, Peekskill. Estimated construction cost $19,-
076, first year operating cost $11,420, revenue
$15,860. Highland Bcstg. licensee of WLNA Peek-
skill, will be owner. Irving E. Cottrell is High-
land president. Announced Oct. 9.
Radio Station WABZ Inc., Albemarle, N. C. —
Granted cp for new Class A fm station to op-
erate on ch. 265 (100.9 mc); ERP 750 w; ant. 52
ft. Announced Oct. 9.
APPLICATIONS
La Habra, Calif.— William E. Clark, 95.9 mc,
.483 kw unl. P. O. address 7973 DePalma Ave.,
Downey, Calif. Estimated construction cost
$7,500, first year operating cost $7,000, revenue
$7,000. Mr. Clark, sole owner, is in radio-tv sales
and service. Announced Oct. 9.
Santa Maria. Calif. — John I. Groom and James
Hagerman, 102.5 mc, 10.8 kw unl. P. O. address
510 West Morrison St., Santa Maria, Calif. Esti-
mated construction cost $8,000, first year oper-
ating cost $1,000, revenue $5,000. Owners are
Messrs. Groom and Hagerman (each 50%). They
are also co-partners in KSMA Santa Maria. An-
nounced Oct. 8.
Camden, N. J. — South Jersey Bcstg. Co., 106.9
mc, 9.6 kw unl. P. O. address 2881 Mt. Ephraim
Ave., Camden 4, N. J. Estimated construction
cost $10,000. first year operating cost $6,000,
revenue $10,000. Owners are Ranulf Compton
(34%), Florence Compton (20%) and others. Mr.
Compton has had no other interests for past five
years outside of South Jersey Bcstg., licensee of
WKDN Camden and permittee of ch. 17 Camden.
Florence Compton is housewife. Announced Oct.
9.
Oklahoma City, Okla. — Capitol City Bcstg. Co.,
98.9 mc, 11.1 kw unl. P. O. address 4516 North
Libby, Oklahoma City, Okla. Estimated con-
struction cost $5,875, first year ooerating cost
$5,400, revenue $8,000. Owners are Edwin Powell
Nail and Charlene Nail (each 50%). Mr. Nail is
university athletic business manager; Charlene
Nail is housewife. Announced Oct. 9.
Milwaukee, Wis. — Koeth Bcstg. Corp., 93.3 mc,
30.1 kw unl. P. O. address 4241 N. 73rd St., Mil-
waukee 16, Wis. Estimated construction cost
$8,350, first year operating cost $16,000, revenue
$18,000. Owners are Hugo Koeth Jr. (72%) and
others. Mr. Koeth is general manager of WFMR
Milwaukee, Wis. and president of High Fidelity
Bcstg. Corp., Milwaukee; he has 57 shares in
station. Announced Oct. 9.
Existing Fm Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
KYA-FM San Francisco, Calif.— KYA Inc., 93.3
mc.
KSFR San Francisco, Calif. — Hanon Nathan
Levitt, 94.9 mc.
WFSC-FM Franklin, N. C— Macon County
Bcstg. Co.
Ownership Changes
ACTIONS BY FCC
WMFJ Daytona Beach, Fla. — Granted transfer
of negative control from Harold Kaye to Robert
Wasdon and Jack Siegel; Kaye to sell his 50%
interest to Emil J. Arnold (present half owner)
and latter to sell 25% of then outstanding stock
each to Wasdon and Siegel for $2,000 apiece. An-
nounced Oct. 9.
KTAN Sherman, Tex. — Granted assignment of
license from J. L. and W. W. Groves to William
J. Sample, tr/as Resort Bcstrs.; consideration
$40,000. Announced Oct. 9.
WRAD Radford, Va. — Granted (1) renewal of
license and (2) assignment of license to WRAD
Florida
$809000.00
Profitable daytimer in small but economically solid
market. Excellent facility, $20,000. down with balance
on easy terms that can be paid out of earnings. Unusually
fine opportunity for owner-operator. |
Exclusive with 1
Blackburn
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
Sterling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
Page 108 • October 14, 1957
Broadcasting
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-5411
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE *
RUSSELL
P. MAY
711 14th St., N. W.
Sheraton Bldg.
Washington 5, D. C.
REpublic 7-3984
Member AFCCE *
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE *
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
V1R N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE *
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, 0. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE *
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE *
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. D I. 3-7503
Complete Engineering Service
2101 Conway Garden Rd., Orlando, Florida
Phone 4-9715
Maintenance —
Installation and Proof of Performanet
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE *
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE *
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-W
Allocations • Applications
Petitions • Licensing Field Service
Metiu.vr AFCCE*
SPOT YOUR FIRM'S NAME HERE,
To Be Seen by 77,440* Readers
— among them, the decision-making
station owners and managers, chief
engineers and technicians — applicants
for am, fm, tv and facsimile facilities.
*1956 ARB Continuing Readership Study
Broadcasting
October 14, 1957 • Page 109
FOR THE RECORD continued
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 1
Beaumont, Tex., ch. 6 (9-30-57).
AWAITING ORAL ARGUMENT: 7
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma. Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Cheboy-
gan, Mich., ch. 4 (6-21-57); Buffalo, N. Y.,
ch. 7 (9-13-57); Lubbock, Tex., ch. 5
(9-9-57).
IN HEARING: 8
Mayaguez, P. R., ch. 3; Alliance, Neb., ch.
13 (6-6-57); Greenwood, Miss., ch. 6; Elk
City, Okla., ch. 8; Ogden, Utah, ch. 9 (7-3-
57); Baton Rouge, La., ch. 18 (7-11-57);
Elko, Nev., ch. 10 (7-11-57); Beaumont-
Port Arthur, Tex., ch. 12.
IN COURT: 5
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Portsmouth. Va., ch. 10; Miami, ch. 10;
Knoxville, Tenn., ch. 10; St. Louis, ch. 11;
Boston, ch. 5.
Bcstg. Co. (interest in WW ST Wooster, Ohio, and
WTRF-TV Wheeling, W. Va.); consideration
$95,000. Announced Oct. 9.
KWLK Longview, Wash. — Granted assignment
of license to Triad Bcstg. Corp. (Morton Giant,
president); consideration $65,000. Announced Oct.
APPLICATIONS
WDMF Buford, Ga. — Seeks assignment of li-
cense from Gwinnett County Bcstg. Co. to Lake
Lanier Bcstg. Co. Corporate change. No control
change. Announced Oct. 8.
Hearing Cases
INITIAL DECISIONS
Hearing Examiner Basil P. Cooper issued ini-
tial decision looking toward grant of application
of Nevada Radio-Television Inc., for new tv sta-
tion to operate on ch. 10 in Elko, Nev. Announced
Oct. 7.
Hearing Examiner Elizabeth C. Smith issued
initial decision looking toward grant of applica-
tion of Jefferson Bcstg. Co. Inc. for new am sta-
tion to operate on 620 kc, 500 w, D, DA, in
Louisville, Ky.; engineering condition. An-
nounced Oct. 7.
Routine Roundup
ACTIONS BY FCC
PROCEEDING TO ELIMINATE TV
ALLOCATION TABLE DISMISSED
By order, Commission withdrew its proposal
and dismissed rule-making proceeding in Docket
12005 which, in general, proposed to allocate tv
broadcast stations on basis of individual appli-
cations rather than on its present fixed table of
channel assignments. Upon review of comments
filed in this proceeding and further consideration
of matter, Commission has concluded that pro-
posed amendments should not be adopted at this
time. The Television Allocations Study Organ-
ization is currently engaged in study with re-
spect to possible basic changes in tv allocations
structure, and Commission feels it would be in-
appropriate to adopt amendments proposed in
this proceeding before TASO has issued its re-
port and Commission shall have benefit of work
now being done by that organization.
TV RULE MAKING FINALIZED
By report and order, Commission finalized
rule making in Docket 12134 and amended its tv
table of assignments as follows, effective Nov.
15 : made South Bend-Elkhart, Ind., a hyphenated
area instead of separate communities; substi-
tuted ch. 79 for ch. 22 in Waukegan, 111., and
gave latter channel to South Bend-Elkhart; ch.
83 for ch. 28 in Elgin, 111., and gave latter chan-
nel to South Bend-Elkhart; ch. 40 for ch. 42 in
Benton Harbor, Mich., ch. 46 for ch. 36 in Kala-
mazoo, Mich.; deleted South Bend's chs. 34, *40
(educational) and 46, and made ch. *52 (now
commercial in Elkhart) available for educational
use in South Bend-Elkhart; and added Plymouth,
Ind., to tv table and assigned it ch. 34. South
Bend-Elkhart will now have chs. 16, 22, 28, and
*52 (educational). At same time, it modified li-
censes of Truth Publishing Co. Inc. to specify
operation of WSJV on ch. 28 instead of ch. 52
in Elkhart, and of South Bend Tribune to specify
operation of WSBT-TV on ch. 22 instead of ch.
34 in South Bend; but construction looking to
change of these operations shall not commence
until specifically authorized by Commission after
submission of requested information from the
licensees.
BROADCAST ACTION
By memorandum opinion and order. Commis-
sion denied petitions by Mid-America Bcstg.
Corp. (WKLO-TV [ch. 21] Louisville, Ky.), and
American Bcstg. -Paramount Theatres Inc. to in-
tervene in proceeding which ordered Evansville
Television Inc. to show cause why its authoriza-
tion for station WTVW Evansville, Ind. should
not be modified to specify operation on ch. 31 in
lieu of ch. 7. Announced Oct. 9.
KHUM-TV Eureka, Calif— Granted mod. of cp
to change from ch. 13 to ch. 6; change studio and
trans, location; increase ERP from 3.98 kw vis.
and 2.4 kw aur. to 14.8 kw vis. and 7.4 kw aur.;
increase ant. height from minus 70 ft. to 460 ft.;
install new trans, and ant. systems and make
other equipment changes. Announced Oct. 9.
KYAT San Diego, Calif.— Is being advised that,
unless within 20 days it requests hearing, its
application for additional time to complete con-
struction of tv station authorized for ch. 13
Yuma, Ariz., will be dismissed, cp will be can-
celled, and call letters deleted. Announced Oct. 9.
David M. Segal, Boulder, Colo. — Designated
for consolidated hearing applications for new am
stations to operate on 1360 kc, D; Segal with
power of 500 w, and Prather 1 kw; made KDEN
Denver party to proceeding. Announced Oct. 9.
WTVW (TV) Evansville, Did.— By letter, denied
petition by Mid-America Bcstg. Corp. (WKLO-
TV [ch. 21] Louisville, Ky., seeking revocation
of WTVW (TV) (ch. 7); directed latter to file
application for consent to transfer of control
pursuant to voting trust agreement of June 12,
1956. Announced Oct. 9.
WWVR Terre Haute, Did. — By letter, granted
application for extension of time to March 10,
1958 to complete construction of new am sta-
tion; denied petition of Paul Dean and Eleanor
Ford, minority stockholders, to deny application
or to designate it for hearing. Announced Oct. 9.
Grady M. Sinyard, Vanceburg, Ky. — Designated
for consolidated hearing applications for new
am stations to operate on 1570 kc, 250 w, D. An-
nounced Oct. 9.
Chinook Television Co., Yakima, Wash. — Des-
ignated for hearing application for cp to replace
expired permit for new tv station on ch. 23.
Announced Oct. 9.
ACTIONS IN DOCKET CASES
Commission announced its memorandum
opinion and order of Oct. 2 denying petition for
rehearing filed by Rounsaville of Charlotte, Inc.
(WOBS) Jacksonville, Fla., directed to Commis-
sion's Feb. 27 decision granting in part applica-
tion of Brennan Bcstg. Co. for new am station
to operate on 690 kc, 25 kw, D, in Jacksonville,
and retaining in hearing status nighttime por-
tion of application. Comr. Ford abstained from
voting.
By order of Oct. 9, Commission denied peti-
tion by The Bessemer Bcstg. Co., Inc. (WBCO)
Bessemer, Ala., for enlargement of issues in am
proceeding on its application and that of Jeffer-
son Radio Co., Irondale, Ala., involving use of
1480 kc.
By order of Oct. 9, Commission denied peti-
tion by Community Bcstg. Service Inc. (WBBZ)
Vineland, N. J., for partial reconsideration of
order designating for hearing application of The
Delsea Bcstrs. for new am station (WDVL) to
operate on 1270 kc, 500 w, D, DA, in Vineland,
insofar as that order failed to postpone effective
date of Feb. 20 grant of Delsea application,
failed to place burden of proof on applicant, and
failed to strike certain allegations from appli-
cant's opposition to WBBZ protest. By memo-
randum opinion and order of same date, Com-
mission denied petition and supplement by
WBBZ to enlarge issues in this proceeding.
ACTIONS ON MOTIONS
By Chief Hearing Examiner James D.
Cunningham on the dates shown:
Ordered that hearings are scheduled to com-
mence on dates shown in following proceedings:
Atlantic Coast Bcstg. Corp. of Charleston
(WTMA-TV) Charleston, S. C, for cp for new tv
station to operate on ch. 4, on Nov. 4; Capitol
Bcstg. Co. (WJTV) Jackson, Miss., for mod. of
cp (ch. 12), on Nov. 5; American Colonial
Bcstg. Corp. (WKBM-TV) Caguas, P. R., for mod.
of cp (ch. 11), KTAG Associates (KTAG-TV)
Lakes Charles, La., for mod. of cp (ch. 25 to 3)
and Evangeline Bcstg. Co. Inc. and Acadian
Television Corp., for cps for new tv stations to
operate on ch. 3 in Lafayette, La., on Nov. 6;
am applications of Radio St. Croix, Inc., New
Richmond, Wis., et al., on Nov 25 (Actions Sept.
27).
By memorandum opinion and order, denied
petition of Frontier Bcstg Co. requesting that it
be accorded status of party-intervenor as well as
comparative applicant in proceeding on its ap-
plication and that of Western Nebraska Tele-
vision Inc. for cps for new tv stations to op-
erate on ch. 13 in Alliance, Nebr. (Action Oct. 2).
By Hearing Examiner Herbert Sharfman on
the dates shown:
Ordered that hearing scheduled for Oct. 7 is
continued to date to be subsequently fixed, and
that in accordance with arrangements made at
further prehearing conference of Sept. 27, further
prehearing conference was held on Oct. 7 re
am application of North American Bcstg. Co.
(WMNI) Columbus, Ohio (Action Sept. 39).
Granted request of counsel for The Westport
Bcstg. Co., Westport, Conn., made at oral argu-
ment Oct. 2, that he be permitted to file by Oct.
23 a reply and accompanying engineering affi-
davit to Broadcast Bureau's opposition to West-
port's motion for leave to amend its am applica-
tion, and that additional oral argument on mo-
tion for leave to amend and related pleadings
will be held on date to be set (Action Oct. 2).
By Hearing Examiner Thomas H. Donahue on
Oct. 1:
Issued order following prehearing conference
and pursuant to agreements reached and rulings
made, ordered that formal hearing shall com-
mence on Nov. 7 re applications of Jack A.
Burnett and United Telecasting and Radio Co.,
for cps for new tv stations to operate on ch. 9
in Ogden, Utah.
BY COMMISSION
By order of Oct. 2, Commission extended time
to Oct. 21 to file reply comments in "split chan-
nel" proceeding Dockets 11959 (Part 2), 11992-3
(Part 16), 11994 (Part 19), and 11995 (Subparts
G and H of Part 21); Vocaline Company of
America Inc. petitioned for such extension in
Dockets 11959, 11994 and 11995.
By Commissioner Rosel H. Hyde on Sept. 30:
Granted petitions of Lake Huron Bcstg. Corp.,
W. S. Butterfield Theatres Inc. and Trebit Corp.
to the extent that time for filing exceptions to
supplemental initial decision in ch. 12 proceed-
ing, Flint, Mich., is extended to Oct. 22.
By Chief Hearing Examiner James D.
Cunningham on Oct. 2:
Granted petitions of Gold Coast Radio Inc. and
Lawrence J. Plym for dismissal without preju-
dice of their am applications, and retained in
hearing status application of Gold Coast Bcstrs.
(all Pompano Beach, Fla.).
By Hearing Examiner H. Gifford Irion on Oct. 7:
On own motion, ordered that hearing scheduled
for Oct. 9 is continued to Dec. 9 re am applica-
tion of Grand Haven Bcstg. Co. (WGHN) Grand
Haven, Mich.
By Hearing Examiner Elizabeth C. Smith on the
dates shown:
Granted petition of Mountain View Bcstg. Co.,
Jonesboro, Tenn., for continuance of hearing
from Oct. 7 to Nov. 6 in proceeding on its am
Continued on page 115
ALLEN KANDER
NEGOTIATORS FOR THE PURCHASE AND SALE
OF RADIO AND TELEVISION STATIONS
EVALUATIONS
FINANCIAL ADVISERS
WASHINGTON
1625 Eye Street, N.W.
Washington 6, D. C.
NAtional 8-1990
NEW YORK
60 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-4242
CHICAGO
35 East Wacker Drive
Chicago 1, Illinois
RAndolph 6-6760
Page 110 • October 14, 1957
Broadcasting
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• SITUATIONS WANTED 20£ per word — $2.00 minimum • HELP WANTED 25* per word— $2.00 minimum.
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RADIO
Help Wanted
New station requires almost entire staff. Must
be experienced. Need news man, disc jockeys,
salesmen and continuity writer. News-men and
disc jockeys send tape with first letter. All tapes
returned. All replies confidential. Write Box
214B. B-T.
Our manager has bought his own radio station.
He is taking our continuity man with him. One
engineer-announcer is leaving for electronics
school. We need one good manager, preferably
from the southwest area, at a good salary and
bonus with a limited stock purchase plan. We
also need one continuity writer and one engi-
neer-announcer to replace good man we hate to
see leave us. Address all inquiries to Donald
S. Bush, 216 Booker Building, Artesia, New
Mexico. No phone calls please.
Management
Experienced manager interested in making
limited investment in corporation operating
regional station on the air one year. Excellent
market. Located in midwest. Offering possibilities
to aggressive, solid salesman who wants to work.
Give qualifications in first letter. Box 498B, B-T.
Excellent opening for hardhitting sales manager
on fulltime 250 local. Excellent market town of
30,000. Can progress to station manager. Furnish
complete details in confidence. Box 521B, B-T.
Strong selling manager wanted for midwest
kilowatt! Good deal for right man. Part owner-
ship possible! Box 557B, B-T.
Expanding Florida stations. Desire station man-
ager with proven sales record. Send complete
details to Box 559B, B-T. All replies confidential.
Commercial manager. Good Salary plus com-
mission for go-getter. Must be able to produce.
Enterprising station in Tidewater area. WDDY,
Gloucester, Va.
Sales
Fourth largest market on west coast needs high
caliber salesman with plenty of drive. Top NBC
affiliate has choice opening, for aggressive, ex-
perienced man. We do not want the hot shot.
Excellent earnings and future available. Send
complete resume, plus past years billing to Box
254B, B-T.
Northern Illinois. Strong indie. Top money and
future for sales manager who loves to sell. Box
338B, B-T.
Excellent spot with top Indiana independent for
hard hitting solid producing sales manager. Box
339B, B-T.
Needed. Well experienced salesman or sales
manager for eastern North Carolina regional.
Salary plus commission. Good opportunity for
alert salesman. Send information including photo
and references to Box 533B, B-T.
Salesman wanted: Experience desirable, not nec-
essary. Must have neat appearance, intelligent,
possess automobile and the drive and deter-
mination that refuses to take no for an answer.
Salary, plus commission and expenses. Box 542B,
B-T.
Young man, for new, progressive station in dry,
healthy climate. Box 571B, B-T.
Unlimited opportunity for aggressive, imagina-
tive salesman of executive caliber, with leading
indie in Detroit. Box 587B, B-T.
Immediate sales opening, regional thousand-
watter. Car a must. Large sales area. 26-year-old
station. Apply letter only. WDEV, Waterbury,
Vermont.
Salesman wanted for WTRA, Latrobe, Pennsyl-
vania. For personal interview call WTRA, Key-
stone 7-3338.
Announcers
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, B-T.
RADIO
Help Wanted— (Cont'd)
Announcers
Immediate opening for good, experienced an-
nouncer with showmanship. $100 per week. Cen-
tral Nebraska. Excellent working conditions.
Box 428B, B-T.
Florida top-notch pop DJ. $100 week to start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, B-T.
Combination man for morning duty eastern North
Carolina network affiliate. Please send full par-
ticulars and tape. Box 531B, B-T.
Good combo strong on announcing needed soon.
No maintenance. Audition tape and references
should be sent immediately. Box 532B, B-T.
Ohio daytimer needs fulltime staff announcer.
Small town market. Must have experience or
schooling. Box 534B, B-T.
South Florida indie needs top afternoon man
... no rock and roll hotshots . . . strong person-
ality with solid experience only. Send photo,
tape, complete resume immediately. Box 540B,
B-T.
Top-rated thousand watt daytime indie in west-
ern New York college town wants top-rated
morning man. Good voice, professional produc-
tion and commercial delivery a must. No mal-
contents, no social misfits, no amateurs wanted.
A sharp outfit, we intend to stay that way. If
you think you qualify list salary requirements
and availability. Rush tape, picture, background
and references. Box 552B, B-T.
Disc jockeys: Know your music? Station with
more listeners than all competitors wants two
men. Outstanding Storz style dj, also combo
man. Openings in sixty to ninety days. Move
up fast and make more money in expanding
Illinois operation. Send tape and pic with com-
plete resume. Box 555B, B-T.
Illinois 1,000 watt independent daytimer wants
qualified announcer who is also an experienced
reporter. Staff announcing position with part-
time duties of newsman. Personal interview re-
quired. List age, education, experience in de-
tail. Box 560B, B-T.
Morning man. 50 kw eastern network station
needs man with personality and ideas for four-
hour morning record show. Not a top-40 opera-
tion. Send tape, complete background, recent
photo to Box 590B, B-T.
Immediate opening for experienced announcer.
Midwest. Send tape, resume and photograph.
Personal interview will be a necessity. Box
593B, B-T.
$150 for "rhyming deejay." Fast patter, bright,
clear voice. Not rhythm & blues. Midwest. Box
597B, B-T.
Immediate opening for good, experienced sports-
caster. We carry high school and University of
Nebraska athletics, plus baseball. Must do board
work or have sales background. KFOR, 814
Stuart Building, Lincoln, Nebraska.
Announcer-writer new independent station
beautiful high country eastern Arizona. Popular
music, news, sports. Immediate opening. Air
mail tape, resume, photo, KVWM, Show Low,
Arizona.
News department needs capable newsman for ex-
clusive news reporting, editing and air work.
Immediate opening. Call, wire or write Jim
Setters, News Director, KWBB, Wichita, Kansas.
All-around announcer with first phone — good
pay, expanding chain, new station, prefer man
with desire to sell and advance to manager.
Send resume and tape to WARF, Jasper, Ala.
Announcer with approximately one year experi-
ence looking for permanency and a real future,
for morning show. Send tape, resume and pic-
tures to WARK, Hagerstown, Maryland.
Florida. Announcer with first phone. Rush tape,
resume. New daytimer, WBRD, Bradenton.
Two staff announcers, one with 1st class ticket,
for 5000 watt independent. Good working condi-
tions. Paid vacation. Profit-sharing plan. Air
conditioned studios. Excellent opportunity for
reliable, stable man who likes good radio. WCOJ,
Coatesville, Penna.
RADIO
Help Wanted— (Cont'd)
Announcers
Where are all the good announcers? Top salary
for announcer-dj with good voice for music, news
and sports station in friendly, growing, com-
petitive market. Best working conditions. Must
be good. Rush tape and resume to John Garrison,
WFUN, Huntsville, Alabama.
Staffer-sports man needed immediately for mid-
west station in metropolitan market. Play-by-
play ability not essential. Call WKMF, Flint,
Michigan.
Florida station with 5000 watts needs experienced
announcer. Southern man preferred. Send short
tape, picture and complete history to S. O.
Ward, WLAK, Lakeland, Florida.
Can you read well? If so, and have friendly
voice, like well balanced music, shows; prefer
keeping chatter to pleasant minimum; enjoy
hourly newscasts; like to do things right instead
of easiest way; we would be delighted to hear
from you. To save time, send along resume and
tape, WMIX, Mt. Vernon, 111.
Immediately! DJ who can punch commercials.
Good position with seven radio — one tv chain.
Salary open. Send tape and resume now to Ken
Berryhill, WMOX, Meridian, Miss.
Announcer, strong on records and commercials
for afternoon shift. Send tape and particulars
first letter to Program Director, WSBA, York,
Penna.
Personality announcer — Immediate opening for
topflight announcer who has proven record as
successful dj as well as all-around staff abilities.
Integrated operation permits some on-camera tv
depending upon abilities. Send complete informa-
tion background, experience, past and expected
earnings, tape and photo, WSAV, Savannah,
Georgia.
Need immediately: Announcer, day shift, WTAL,
Tallahassee, Florida. Salary open. Send tapes.
Wanted: Announcer with first class ticket for
large Alabama market. Station is 5000 watt ABC
affiliate. Good pay, good security, and excellent
facilities. Apply to: Ed Carrell, Box 32, Gunters-
ville, Alabama.
Announcer for music, news, sports station.
Opening two weeks. Air mail tape, qualifications
to Maurice K. Henry, Middlesboro, Ky.
Technical
Chief engineer for Pennsylvania operation. Main-
tenance and repair experience essential. Con-
struction experience an advantage. Prefer mar-
ried man seeking permanency. Up to $125 weekly
to start. Car necessary. Send resume and photo.
Box 275B, B-T.
Recently reorganized New York major fm sta-
tion requires resourceful engineer familiar with
10 kw WE rig and speech input equipment. Box
553B, B-T.
Engineer-announcer, with first class. Midwest
daytimer in city over 35,000. Programs accent
local news and gentle music. $110 for 42-hour
week. Box 554B, B-T.
Massachusetts State Timers need chief engi-
neers or combo men with first class ticket, re-
mote operation. Box 567B, B-T.
Chief engineer for major midwestern market,
5,000 watt daytime station, RCA equipped, beau-
tiful facilities. Must be excellent on maintenance
and run meticulous operation. $100.00 plus. Box
584B, B-T.
Experienced combo man-salesman to operate
remote radio studio. Excellent pay for right
man. Contact KPER, Gilroy, California.
Chief engineer-announcer for fulltime single
market network station. $100.00 weekly for right
man with fair engineering ability and strong
announcing. Contact KRTN, Raton, New Mexico.
Engineer-announcer, first phone, maintenance
and board shift. Liberal commission if you sell.
Tape and resume to WARF, Jasper, Alabama.
Chief engineer-announcer, 1000 watt independent
daytimer. $95.00 to start. Write or phone Dr.
Hansen, WARU, Peru, Indiana.
Broadcasting
October 14, 1957 • Page 111
Northwest
Major Market
TV NETWORK AFFILIATE
has immediate openings
for almost entirely new
staff.
Urgently need competent
help in following
categories.
Sales
Sales Promotion
Programming
Production
Traffic
Continuity
Announcer-Directors
Film Editors and
Photo Lab.
Transmitter and
Studio Engineers
This is big opportunity
with brand new VHF station
operated in conjunction
with one of the country's
great Clear Channel stations,
Write
Box 588B
BROADCASTING
RADIO
Help Wanted— (Cont'd)
Technical
Engineer — First class man who can either write
copy, sell or announce. Top salary commensurate
with ability. WBRV Boonville, N. Y. Phone 11.
Engineer, radio and television. Young man, first
phone, ambitious, with small station experience
and electronic flair, technical school or equiva-
lent background preferred; married; veteran;
stable and dependable, with good references;
one who wants a permanent berth. Scale starts
at $80 for 40 hours. Salary commensurate with
experience and ability. No announcing. Write or
phone W. P. Williamson, WKBN, Youngstown,
Ohio. Sterling 2-1145.
Immediate opening, first phone operator. WSYB,
Rutland, Vermont.
Needed, first phone, Immediately, will consider
beginner. Light maintenance, some announcing.
Expanding operation. Call Manager, Weston 1555,
Weston, West Virginia.
Production-Programming, Others
Program director — experienced. Mature, sober,
sales-minded, experienced all phases radio, with
administrative ability, for old established Min-
nesota net station. Pop. 15,000. Permanency.
Sound programming plus know-how re per-
sonnel, and public relations. Some copy writ-
ing and announcing. Character, ability, refer-
ences required. Ultimate interview. Send tape,
photo, resume, Box 406B, B-T.
Wanted, girl familiar with copy and traffic for
midwest regional station. Qualifications in first
letter. Box 497B, B«T.
Expanding and growing radio-tv news operation
needs two new staff members . . . must be strong
on reporting and news knowhow, ability to do
air work preferred, but not essential. Speed in
filling these positions is of primary importance.
Send complete and full information with picture
in first letter. Include salary requirements. Box
589B, B»T.
Top dollar for experienced creative copy gal or
man to assume copy directorship of 50,000 watt,
clear channel radio voice in a thriving midwest
community of 100,000. Send resume, photograph
and samples of copy writing to Alan Henry,
KXEL, Waterloo, Iowa.
Girl Friday, Thursday, Wednesday, Tuesday,
Monday. Must type, write copy, traffic, air work.
1000 watt independent. WTRW, Two Rivers, Wis-
consin.
RADIO
Situations Wanted
Management
Experienced manager: South-southwest, could in-
vest. Strong sales to constant volume increase.
Mature, conservative, civic worker, happily mar-
ried. Box 543B, B-T.
Manager available for small market station with
good potential. 15 years radio and tv, currently
sales manager. Excellent reference from present
small market employer. Box 548B, B«T.
Just sold my station at 20% profit after two
years operation. Can increase value of your
property. Desire executive position with stable
operation, preferably group ownership. Box
568B, B«T.
General or commercial manager: available im-
mediately. Fully experienced station manager
formerly with one of the nation's largest group
ownerships. Entire radio experience has been in
top 40 markets with network and independent
operations. Very strong in local and national
sales. 36 years old, married, 3 children. Resume
on request. Box 580B, B«T.
Sales
No salary! I want a guarantee against commis-
sion to produce, perform and sell my dj show on
your station. Dave Drew, Box 203, Smyrna, Tenn.
Announcers
Sports announcer. Football, basketball, baseball.
7 years experience. Finest references. Box 97 4A.
B«T.
Deejay, personality. Run board, restr. ticket.
Likes work. Looking for spot to grow in. Go
anywhere. Tape and resume, Box 468B, B«T.
Negro deejay. Good board man, fast patter,
smooth production. I'm the one you're looking
for. Tape and resume. Box 469B, B«T.
RADIO
Situations Wanted — (Cont'd)
Announcers
Gal deejay, run board, double as recep. if
needed. Plenty of ideas to grab audience. Tape
and resume. Box 470B, B«T.
Attention Florida, Arizona, New Mexico, and
California stations. Versatile dj -salesman, mar-
ried, sober, reliable, experienced, employed, seeks
change for more change. Box 510B, B»T.
2 years experience. Strong music, Basie to
Beethoven. News, write continuity and copy.
Tops on board. Box 525B, B*T.
Disc jockey-zany-professional-looking for an-
other top market, half-million or better. Station
must offer potential of $15-20 thousand yearly.
Will consider straight talent if pre-selling effort
is made. Consider "stock" deal in lesser market.
Am in no hurry — will consider any fair offer.
Prefer morning shot. All replies confidential.
Write for audition. Box 535B, B-T.
Exceptionally qualified announcer, 3 years net,
9 years all phases, including programming and
sales, M. A. Degree — Journalism, 29, family, top
voice, seeks permanent position with 50 kw am-
tv sister operation, either indie or basic net in
market over 500,000. Presently employed. Sound
references. $125. week plus talent. All inquiries
answered. Box 536B, B»T.
Bright sounding disc jockey desires to relocate
larger metropolitan market. Experienced radio
and television personality. Top ratings. Contract
basis only. Minimum $150 weekly. Box 538B,
B«T.
Spanish- American dj, will travel. Spanish or
bilingual tapes available. Box 539B, B»T.
You need me, versatile, dj, news, etc. First phone
maintenance, experienced. Looking for good spot
northeast states. Box 544B, B«T.
Announcer — Northwest graduate. Desires experi-
ence with small station in midwest. Box 545B,
B»T.
News, sports — 13 years (radio, tv). Three years
newspaper. College, high school, play-by-play
sports. Box 546B, B»T.
Experienced announcer and disc jockey desires
position. College graduate. Will forward tape.
Box 565B, B»T.
Top-rated country and western deejay. First
phone. No maintenance. Box 575B, B«T.
Announcer-copywriter, limited experience. Also
dj; sales. Great potential; wants New England.
Minimum salary. Box 576B, B»T.
Girl announcer — voice that sells. Own home-
makers show, copywriter, can run board. Tape
upon request. Box 592B, B«T.
Announcer. First phone, three years, will travel.
Leaving present station because of constant
change in policy. Currently enjoying top rating
on night shift in town of 120,000 people. Morn-
ing, afternoon shift. Box 598B, B«T.
DJ with personality and/or staff. 8 years ex-
perience. Immediately available. Contact Box
295, Fall Creek, Wisconsin.
Combo man — first phone. One year training: ham
six years. Age 20; clean cut. Up-to-date on Dop
music. Contact Bob Leach, 26309 Regent, Lomita,
Calif.
Technical
Chief engineer experienced on all types of equip-
ment of low and high power desires contact with
progressive station. Box 550B, B»T.
Young man, 22, desires part-time transmitter
position evenings or weekends in northern
New Jersey area only. Graduate technical
school. 1st phone. No experience. Box 558B, B»T.
Carolinas area: Chief experienced all phases.
No announcing. Permanent. Sober. Box 566B,
B-T.
Engineer, first phone, experienced am & tv
transmitter, studio operation and maintenance.
Box 572B, B-T.
Engineer, studio and transmitter experience.
Some tv. Much maintenance. Capable of chief's
responsibility. Will relocate. Box 573B, B-T.
Seeking job as radio or tv engineer with first
class ticket. Can handle any job plus personnel.
Best of references. Box 574B, B«T.
Production-Programming, Others
Announcer-salesman; can write copy, program,
do sports play-by-play, dj all types of music,
4 years experience, married, responsible, sober,
29, employed, seeking position with future. Box
509B, B«T.
Page 112 • October 14, 1957
Broadcasting
RADIO
TELEVISION
Situations Wanted — (Cont'd)
Production-Programming, Others
Program director-sports director. Fully qualified
with 6V2 years experience. Play-by-play three
major sports. Experience in sales, news editing,
all facets of radio including managerial duties.
IV2 years added experience in tv — news and
sports. College education, married. Seeking
permanent position and residence. Preference
midwest. Available immediately. Reply Box 551B,
B«T.
Young, aggressive news director seeking ad-
vancement. Presently employed southwest. Prefer
larger market. Resume on request. Box 537B,
B«T.
Negro newscaster, reads news as it happens —
copywriter — deejay, boardman. Box 581B, B«T.
Diamond's the name, here are some facets: ex-
perienced pd, music news operation. Good jock
and getting even better, award winning news,
good sales too. Desire market of better than
250,000. Best offer makes this Diamond your
station's best friend. Box 594B, B»T.
TELEVISION
Help Wanted
Sales
Chicago office of Katz Agency, Inc., Prudential
Building seeking qualified man for tv sales staff
for immediate employment. Prefer someone
who is favorably known in Chicago area. Write
Gerald H. Gunst or telephone Mohawk 4-7150.
Announcers
Announcer, versatile, for CBS affiliate radio-tv
stations in top eastern market. Require experi-
ence and satisfactory references. Send picture
and resume of career. Top base wage, approxi-
mately $7,500, plus commercial fees. Box 582B,
B-T.
Immediate opening for experienced tv announcer
with good commercial delivery and ad-lib ability.
Prefer man who can double as director. Air mail
complete resume and salary requirements to PD,
KOMU-TV, Columbia, Mo.
Technical
TV studio engineers, first class license. Large
southeastern market vhf station. Full color and
remote facilities. Please write Box 547B, B«T.
Chief engineer for small market full power vhf,
GE equipment. Southwest. Must be strong on
maintenance and economical operation. Also
need one first-class operator. Box 579B, B«T.
Two first class licensed engineers. New full
power tv station, New York State. Tv experience
preferred. Immediate opening. Excellent com-
pany benefits, permanent job. Write Box 599B,
B-T.
First class engineer for tv transmitter, experi-
ence not essential. Living quarters available at
the transmitter, company supplies skis. Call or
write Chief Engineer, WCAX-TV, Burlington,
Vermont. '
Wanted — Young energetic engineer for television
and radio operation and maintenance. WHIO-
TV, Dayton, Ohio.
First phone engineer. Salary dependent on ex-
perience. Contact Chief Engineer, WTVD, Dur-
ham, N. C.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee,
Wisconsin.
Production-Programming, Others
Continuity director needed! VHF station with
excellent production facilities and staff! Are you
a continuity director looking for a larger oppor-
tunity or a good writer ready to step up? Please
send resume, photo, copy samples, expected
starting salary to Box 424B, B«T.
TV news director-reporter — Leading southern
station, strong on local news, has opening for
experienced newsman who can gather, shoot,
evaluate and write local news. Primary requisite
solid background for local news reporting, but
if you have had actual news filming experience
or can do on-camera, so much the better. Box
541B, B«T.
Topnotch production manager for KBTV, Den-
ver. Send details, including salary to Mann Reed,
Program Director.
Situations Wanted
Sales
TV sales opportunity desired. 2 years am sales,
5 years tv production. Presently sales manager
small market am. Box 549B, B-T.
Eleven successful years selling radio & tv. No
drifter, family, 31, active in community affairs.
References will stand close check. Can make you
money. Box 569B, B«T.
Seven years radio and television experience —
announcing, programming and sales. Box 595B,
B^T.
Announcers
Seeking job as staff announcer radio-tv. Thor-
oughly trained. Live commercial experience.
Pleasing voice, personality. Tape available. Box
369B, B-T.
Newscaster-announcer. 15 years experience with
50 kw o&o stations, plus live tv. 35, pleasing
appearance. Record proves top news audience
builder. Now in NYC, but wants permanent
location in west. Box 556B, B-T.
Are you looking for Steve Allen, well he's not
available, but I am. Complete resume upon re-
quest. Box 563B, B«T.
Technical
Chief engineer. Desire studio control room op-
eration in television station. Available after Octo-
ber 31. Box 5866,^ B-T.
Production-Programming, Others
Program director-producer-director. Live televi-
sion and films. Twelve years all phases program-
ming-production. Stations and advertising agen-
cies. Will relocate. Top credits and references.
Box 414B, B»T.
Program manager-producer-director-writer. Nine
years active tv & film experience. Network com-
mercial credits. Proven executive and creative
ability. Highest references. Presently employed;
desire to relocate with right station or agency.
Box 511B, B»T.
Veteran newsman-announcer seeking tv/radio
position. Combined news job preferred ... or
television. Desire position with future. 7 years,
BS Degree. Excellent references. Box 561B, B«T.
Desire production assignment with agency or
packager. Network director, eight years experi-
ence all phases of tv production. Available im-
mediately. Will travel. Box 577B, B»T.
FOR SALE
Stations
500 watt daytime independent station in mid-
Atlantic state. Twenty thousand down. Balance
terms. Must sell. Box 529B, B-T.
Powerful independent in top middle Atlantic
market. $95,000 down. Principals only. Box 578B,
B-T.
New York State single station market, realis-
tically priced. Terms. Paul H. Chapman Com-
pany, 17 East 48th, New York.
Middle Atlantic States medium market, newly
equipped station. $65,000 on terms. Paul H.
Chapman Company, 17 East 48th, New York.
Kentucky monopoly market station serving sev-
eral counties. $55,000. 30% down. Paul H. Chap-
man Company, 84 Peaehtree, Atlanta.
Florida major market station, includes complete
housing of offices, studio and transmitter. $250,-
000 total, 29% down. Paul H. Chapman Company,
84 Peaehtree, Atlanta.
New England monopoly market station priced
near gross at $70,000, 29% down, balance over 5
years. Paul H. Chapman Company, 17 East 48th,
New York.
Carolina single station market, nearby metro-
politan market, $45,000 total, half on terms.
Paul H. Chapman Company, 84 Peaehtree, At-
lanta.
Here is an opportunity to enjoy both the sav-
ings and increased income of group ownership.
We have obtained commitments to sell four
stations all in single markets within close
proximity for overseeing. All can be purchased
for under $200,000 and on terms. A fifth addition
is possible. Paul H. Chapman Company, 84
Peaehtree, Atlanta.
Norman & Norman, inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
~ RADIO STATIONS FOR SALE-
ROCKY MOUNTAIN
CAPTIVE MARKET
This is an ideal setup for hus-
band and wife. Presently absentee
owned. 250 W. Fulltime. Gross
about $36,000 year.
Asking $35,000 and make your
own terms.
EASTERN EXCLUSIVE
Fine station. Sound market. Gross
averaged over $85,000 year. 8 on
staff. Good profit.
Asking only $100,000 with $45,-
000 down to qualifying buyers.
Why not write us today and let us
know what you want? We have fine
stations throughout the United States
and possessions in a wide range of
prices.
NORTHWEST DAYTIMER
Ideal dial position. Grosses over
$70,000 a year. Profitable. Small
and productive staff makes the
profit around $20,000 year.
Asking $84,000 including land and
building. $20,000 down. 8 years
on balance at 5%.
SOUTHWEST DAYTIME
EXCLUSIVE
New RCA equipment. Bills around
$2500 month. Staff overhead only
$1500. Other expenses in line.
Asking $33,000 with $10,000
down. Terms on balance to be
agreed upon.
Of course, we have California stations
also, but most of these are on a con-
fidential basis to qualifying buyers.
Let us know what you want here. We
can possibly have it.
JACK L. STOLL
& ASSOCIATES
A NATIONAL ORGANIZATION for
the sale of Radio & TV Stations
6381 HOLLYWOOD BLVD.
LOS ANGELES 28, CALIF.
Hollywood 4-7279
Broadcasting
FOR SALE— (Cont'd)
WANTED TO BUY — (Cont'd)
FOR SALE
Stations
Equipment
Equipment
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd..
Los Angeles, Calif.
Equipment
TJHF equipment, used. I kw GE transmitter, GE
TY-24-B helical 4-bay antenna and all studio
and transmitter equipment necessary for live,
film and network operation. Very reasonable.
Box 946A, B-T.
FM used antenna, tunable, G.E. BY-6B. Best
reasonable offer. Box 591B, B«T.
5 kw Western Electric transmitter. This is the
latest xmitter Western built, has air cooled tubes
and is in topnotch operating condition. High
voltage rectifier tubes and sockets are converted
$2000.00 spare tubes and parts included. Power
reduction switch and two crystals on 1070 kcs.
Placed in service September 1948 and available
about middle of November. Price $5000.00 crating
extra if desired. KHMO, Hannibal, Missouri.
Complete Rust remote including 1080A, 1081A
units, off air monitor receiver, relays, actuator,
fine working, like new, half price, $1000. KSPR,
Casper, Wyoming.
550 Ft. Blaw-Knox self-supporting tower type
H-21 for fm or tv antenna located in Belle-
ville, 111. Lighting equipment and controls in-
cuded. KTVI, St. Louis, Mo.
2 Gates CB-11 turntables $25.00 each. 2 Radio
Music Corp. model A-18 vertical transcription
arms with equalizers, $40.00 each. Stromberg-
Carlson AV-38, 3 channel, remote amplifier $60.00.
All equipment in good condition, prices plus
shipping charges. WAIN, Columbia, Ky.
Mobile broadcast studio. Converted air line bus.
With or without equipment. Range 20 miles.
Money maker, WEOK, Poughkeepsie, N. Y.
Western Electric am transmitter — 1 kw — now in
use, but can deliver anytime. First $2000.00 cash
gets it. Phone WETO, Gadsden, Alabama.
2 Fairchild model 202 turnet head transcription
arms-viscous camping, includes 3 cartridges, $90
each; 2 Fairchild model 205 passive equalizer $50
each; Clarkston model 212 G transcription arm
$15; Livingston transcription arm $15. WWBZ
Inc., Vineland, New Jersey.
Truscon guyed tv tower with lighting, 450 feet.
Forty pounds wind loading. Will support 12-bay
Ch. 7-13 or 6 bay Ch. 2-6 antenna. Priced to sell.
George Wilson, WWTV, Cadillac, Mich.
Discounts on broadcast tape recorders. Free
literature. R. Forman, 210 Burr Oak, Kalamazoo,
Mich.
Ampex 300, 300-2 Stereo, 401, 600 and 350 avail-
able. Short deliveries on 350-2P, 601-2P Stereo
and 601. Grove Enterprises, Roslyn, Pa. — Turn-
er 7-4277.
Audio equipment, console, turntables, etc. Hall
Television, 903 Howard St., Greensboro, N. C.
250 watt 300 C Collins transmitter. Extra set of
tubes including crystals, installed $1200. Ben
Lange, 3213 McCart, Fort Worth, Texas.
WANTED TO BUY
Stations
2 executives of highly competitive market desire
established station in medium sized expanding
market ... no brokers. Box 583B, B»T.
Stations wanted. New Mexico, Colorado, Texas,
Oklahoma, Louisiana, Arkansas, Missouri, Kansas.
Private service. Ralph Erwin. Broker. Box 811.
Tulsa.
Equipment
Wanted — Western Electric 443-A-l transmitter or
parts from same. Reply Box 402B, B»T.
Wanted to buy, 10 kw fm transmitter, other fm
accessories. Reply Box 467B, B»T.
Presto 88A or 92A.
B«T.
State condition. Box 562B,
Wanted — 1 kw fm and monitor. Box 570B, B«T.
50 kw hybrid diplexer — Channel 7. Also need
video da or video line amp with bridging input.
Chief Engineer, KOAT-TV, Albuquerque, New
Mexico.
1 to 3 kw fm transmitter plus monitors and
rings. Advise best price. KOSI, Denver, Colorado.
Interested in purchasing a 3 kw or a 5 kw fm
transmitter or a 5 kw fm amplifier which can
be driven by a 1 kw RCA fm transmitter.
E. Sonderling, WOPA, Oak Park, Illinois, Village
8-5760.
Page 114 • October 14, 1957
Wanted: Used radio remote transmitter and re-
ceiver. Chief Engineer, WSBA, Post Office Box
910, York, Pennsylvania.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30, Pa.
INSTRUCTION
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
F.C.C. license residence or correspondence. The
Pathfinder method -short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
RADIO
Help Wanted
Announcers
Are You the Announcer
We Are Looking For?
Are you young, aggressive, enthusiastic?
Do you have a strong selling personality?
Do you know good production techniques?
Are you anxious for an opportunity with
a top Florida network affiliate? If your
answer is yes to all the above questions,
send letter, photo & tape at once to
Box 585B, BROADCASTING
Technical
=8-8=
=8-8=
=8-8=
ELECTRONIC ENGINEERS
Broaden Your Engineering
Experience
Are you chained to the same nar-
row scope of engineering?
Challenging opportunities are
available in design and develop-
ment work in Audio, TV or High
Frequency, AM Broadcast Trans-
,i mitters, and Communications.
Advancement. Complete benefits.
Send details and photo to Depart-
i j, ment B-l,
GATES RADIO COMPANY
=8-8=
Quincy, Illinois
=s-e=8-e=
=8-8=
TELEVISION
Situations Wanted
MIDWEST RADIO ANNOUNCER
WANTS TV
Just a few of my qualifications. Daily Breakfast
Show. Sales and promotions. Appeared on filmed
TV commercials, some live musicals. Emcee
Name Band, and other remotes. My own daily
DJ show and more. Dependable, best refer-
ences, witty, ambitious.
Box 564B, BROADCASTING
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
WANTED TO BUY
Equipment
890-960 mc Microwave Equipment,
Transmitter,
Receiver
and Antennas.
Any Condition.
Box 596B, BROADCASTING
MISCELLANEOUS
RADIO STATIONS
Having Sales Problems?
GBA has had the answer for 13 years. We
will sell our programs or yours.
Special programs for sale
Sales clinic for your staff
Will lease your station
Box 530B, BROADCASTING
INSTRUCTION
How to Pass Your
FCC First Class
License Exams
Men with FCC licenses earn a minimum
of 17% more money than those without,
according to a survey just completed.
We guarantee to train you until you re-
ceive your FCC ticket. Send for full de-
tails today, without obligation.
Cleveland Institute of Radio Electronics
Dept. B*T 4900 Euclid Ave., Cleveland, Ohio
EMPLOYMENT SERVICE
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7. D. C.
NO
MATTER
HOW
you look at it,
a classified ad on
this page is your
best bet in getting
top-flight personnel.
Broadcasting
FOR THE RECORD Continued from page 110
application, et al; issued statement and order
governing hearing in this proceeding; informal
meeting of parties will be held Oct. 24 (Actions
Oct. 2).
Issued statement and order governing hearing
in proceeding on am applications of Allegan
County Bcstrs., Allegan, Mich., and Booth Radio
& Television Stations Inc. (WJVA) South Bend,
Ind.; an informal meeting of parties will be held
Oct. 9 at 2:00 p.m. (Action Oct. 3).
By Hearing Examiner Thomas H. Donahue on
Oct. 3:
On oral request of Jefferson Radio Co., Iron-
dale, Ala., and without objection from other
participants in proceeding on its am applica-
tion and that of The Bessemer Bcstg. Co. Inc.
(WBCO) Bessemer, Ala., ordered that hearing
scheduled for Oct. 4 is continued to Oct. 17.
By Hearing Examiner Hugh B. Hutchison on
Oct. 3:
On own motion, ordered that hearing re fm
application of The Riverside Church in the City
of New York, N. Y., is postoned without date.
PETITIONS FOR RULE MAKING FILED
Salisbury Bcstg. Corp., Worcester, Mass. — Pe-
tition requesting amendment of Sec. 3.606 by is-
suance of a proposed rule making whereby ch. 11,
assigned to Durham, N. H., for non-commercial
educational purposes, is reassigned to Worces-
ter, Mass., for commercial operation, and coinci-
dentally that ch. 21 is assigned to Durham, N. H.,
for educational purposes, should latter be
deemed in the public interest.
WKRG-TV Inc., Mobile, Ala.— Petition re-
questing amendment of Sec. 3.606 by institution
of rule making looking toward allocation of ch.
13 to Panama City, Fla.
Pacifica Foundation, Station KPFA-FM, Berke-
ley, Calif. — Petition requesting amendment of
tentative allocation plan for Class B fm broad-
cast stations in California so as to delete ch. 233
from Salinas-Monterey area.
PETITIONS FOR RULE MAKING DENIED
David E. Mackey, Television Station WOCN,
Atlantic City, N. J. — 'Petition requesting amend-
ment of Sec. 3.606 by instituting rule making
so as to delete ch. 3 from Philadelphia, Pa., and
add same to Atlantic City, N. J.
* Denied by memorandum opinion and order,
Sept. 25, 1957.
Joseph Brenner, Beverly Hills, Calif. — 'Petition
for amendment of Sec. 3.651 of rules relating to
operating requirements of television broadcast
stations with reference to integration of vis. and
aur. transmissions by uhf television stations.
* Denied by memorandum opinion and order,
Sept. 25, 1957.
BROADCAST ACTIONS
By Broadcast Bureau
Actions of Oct. 4
KNOX-TV Grand Forks and Cummings, N.
Dak. — Granted assignment of licenses to Com-
munity Television Corp.
KOCS, KEDO (FM) Ontario, Calif.— Granted
assignment of licenses and cps to Mrs. Jerene
Appleby Harnish, Carlton R. Appleby, Walter
Axley, Ernest Atkinson, Andrew B. Appleby,
Rolph Fairchild and James Quay House, a part-
nership, d/b as The Daily Report Co. (Andrew
B. Appleby's interest increased.
WBRX Berwick, Pa. — Granted license for am
station.
WACL Waycross, Ga. — Granted license cover-
ing increase in daytime power and installation
of new trans.; conditions.
WIPS Ticonderoga, N. Y.- — Granted license cov-
ering increase in power and make changes in
transmitting equipment.
KLFT Golden Meadow, La. — Granted license
covering increase in power, installation of new
trans, and operate trans, by remote control.
WQUA Moline, 111. — Granted license covering
installation of new trans.
WKBC North Wilkesboro, N. C— Granted li-
cense covering change of ant.-trans. location,
changes in ant. and ground system and change
type trans.
WOLF Syracuse, N. Y. — Granted license cover-
ing installation of new alternate main trans.
KGEM Boise, Idaho — Granted license to use
presently owned trans, as aux. trans, at present
main trans, site with DA-1.
WIS-TV Columbia, S. C— Granted cp to
change ERP to vis. 316 kw, aur. 158 kw, ant.
1540 ft., change trans, location, redescribe studio
location, change type ant. and make other equip-
ment changes.
KZOK Prescott, Ariz. — Granted mod. of cp to
change ant.-trans. location and make changes
in ant. system (decrease height); conditions.
WMPT South Williamsport, Pa— Granted mod.
of cp to make changes in ant. system (decrease
height) and change type trans.; condition.
WCQS Alma, Ga. — Granted mod. of cp to
change type trans.
The following were granted extension of com-
pletion dates as shown: KUMV-TV Williston,
N. Dak., to 1-1-58; WSPD-TV Toledo, Ohio, to
5-2-58; WISK St. Paul, Minn., to 12-31, condi-
tions.
Actions of Oct. 3
WNEG Toccoa, Ga.— Granted assignment of li-
cense to Stephens County Bcstg. Co. (a corpora-
tion) (stock transaction).
KOWB Laramie, Wyo. — Granted assignment of
licenses to KOWBoy Bcstg. Co.
WXRA, WXRC (FM) Kenmore and Buffalo,
N. Y. — Granted assignment of licenses to John
W. Kluge.
WMEX Boston, Mass.— Granted assignment of
license to Richmond Brothers, Inc.
KTHV Little Rock, Ark.— Granted license for
tv station; ERP vis. 316 kw, aur. 158 kw, ant.
1,760 ft.
WCYB-TV Bristol, Va.— Granted license for
tv station.
WHTN-TV Huntington, W. Va.— Granted li-
cense for tv station and specify studio location
(not a move).
KSIX-TV Corpus Christi, Tex.— Granted li-
cense for tv station.
WLVA-TV Lynchburg, Va. — Granted license
for tv station.
WRVA-TV Richmond, Va.— Granted license for
tv station and specify studio and trans, location
(not a move); ERP vis. 316 kw, aur. 158 kw,
ant. 790 ft. (main trans. & ant.); license cover-
ing installation of aux. trans, and ant. at main
trans, site.
WTTW Chicago, HI. — Granted license for non-
commercial educational tv station; ERP vis. 275
kw, aur. 141 kw, ant. 617 ft.
WJAC-TV Johnstown, Pa. — Granted license
covering changes in tv station; ERP vis. 70.8 kw,
aur. 35.4 kw.
WMAL-TV Washington, D. C. — Granted license
covering changes in facilities of tv station.
KTNC Falls City, Nebr.— Granted license for
am station.
WVCG Coral Gables, Fla.— Granted license
covering changes in ant. system.
WSJS-FM Winston-Salem, N. C— Granted li-
cense to reduce ERP to 12.5 kw and make minor
changes in trans., ant. height 160 ft.
WINA-FM Charlottesville, Va.— Granted li-
cense covering changes in station.
KAIM-FM Honolulu, Hawaii — Granted license
to cover change in final amplifier tubes.
WBZ-TV Boston, Mass. — Granted cp to install
aux. trans, and/or alternate driver at main
trans, site.
KWRB-TV Riverton, Wyo.— Granted mod. of
cp to change type trans.; make other equip-
ment changes; change ant. system and ant.
height; ERP vis. 57.5 kw, aur. 28.8 kw, ant. 1,630
ft.
WSRV Carbondale, 111. — Granted mod. of cp
to reduce proposed supporting tower height of
educational fm station.
KADO Marshall, Tex.— Granted mod. of cp to
make a change in ant. site (redescription) and
specify studio location (trans, location); con-
ditions.
The following were granted extension of com-
pletion dates as shown: WRAL-TV Raleigh,
N. C, to 4-23-58; WIPR-TV San Juan, P. R., to
1-30-58; WJCT Jacksonville, Fla., to 4-27-58;
KMMT Austin, Minn., to 4-20-58; WDAU-TV
Scranton, Pa., to 4-19-58; WLEX-TV Lexington,
Ky., to 1-4-58; WJPB-TV Fairmont, W. Va., to
12-15.
WMOU-FM Berlin, N. H.— Granted authority
to remain off air for period of 60 days or until
such time as Commission has taken action on
applications involved, whichever period is
longer.
KLUK Evanston, Wyo. — Granted authority for
90 day waiver of minimum hours, Sec. 3.71 of
the Rules, to operate from 6:30 a.m. to 6:30 p.m.,
local time, and provide nighttime service only
in the public interest, convenience and neces-
sity.
Actions of October 2
WBRB Mt. Clemens, Mich. — Granted license
for am station and specify studio location; con-
ditions.
WTVH Peoria, 111. — Granted cp to install aux.
ant. system at main trans, site.
WLAG-FM La Grange, Ga. — Granted cp to
change ant.-trans. and studio location.
WABY Albany, N. Y.— Granted cp to instaU
presently licensed main trans, as aux. trans, at
main trans, site; condition.
KGAN Bastrop, La. — Granted cp to make
change in ant. system (increase height); con-
dition.
KTWO-TV Casper, Wyo. — Granted mod. of cp
to change trans, location, type trans., installation
of amplifier, make ant. and other equipment
changes; ERP vis. 28.5 kw, aur. 17.1 kw, ant.
height 1400 ft.
WICS Springfield, 111. — Granted mod. of cp to
change ERP to vis. 406 kw, aur. 204 kw, ant.
height 950 ft.; change type trans, and other
equipment changes.
KURA Moab, Utah — Granted mod. of cp to
change type tubes in trans, and increase height
of tower.
WRSA Sarasota Springs, N. Y. — Granted mod.
of cp to make changes in ant. system (increase
height) ; conditions.
The following were granted extension of com-
pletion dates as shown: WORC Worcester, Mass.,
to 2-11-58, conditions; KRTU Tucson, Ariz., to
1-20-58, conditions; WELO Tupelo, Miss., to 2-18-
58, conditions; WDVL Vineland, N. J., to 1-20-58,
conditions; WRSA Sarasota Springs, N. Y., to
10-31, conditions; WGAL-TV Lancaster, Pa., to
4-20-58.
Actions of October 1
WAMD Aberdeen, Md. — Granted license for
am station; conditions.
WWW Inc., Grafton, W. Va. — Granted license
for am station; conditions.
WYTI Rocky Mount, Va. — Granted license for
am station.
WRKE Roanoke, Va. — Granted license for am
station and specify studio location and remote
control point.
WINS New York, N. Y. — Granted license cov-
ering installation of old main trans, as aux.
trans, at present main trans, site (two aux.
trans.) .
WAMS Wilmington, Del. — Granted license to
use old main trans, as aux. trans, at present
main trans, site.
KWBR Oakland, Calif.— Granted cp to install
old main trans, as aux. trans, at studio location
utilizing a roof top ant. system.
KAHI Auburn, Calif. — Granted mod. of cp to
change type trans.; conditions.
The following were granted extension of com-
pletion dates as shown: WTLM Laurel, Miss., to
4-20-58; KRBB El Dorado, Ark., to 3-20-58;
KSHO-TV Las Vegas, Nev., to 4-1-58.
KGRN Grinnell, Iowa — Granted authority to
operate trans, by remote control.
Action of September 30
KAUS Austin, Minn. — Granted extension of
completion date to 1-2-58; conditions.
LICENSE RENEWALS
WAAM-FM Parkersburg, W. Va.; WBOY
Clarksburg, W. Va.; WPAR Parkersburg, W. Va.;
WBLT Bedford, Va.; WENT Gloversville, N. Y.;
WGTS-FM Takoma Park, Md.; WHBG Harrison-
burg, Va.; WMON Montgomery, W. Va.; WTOW
Towson, Md.
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
7735 DeSales Si., N. W., Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
□ 52 weekly issues of BROADCASTING
□ 52 weekly issues and Yearbook Number
□ Enclosed □ Bil
$7.00
11.00
title/ position*
company name
address
city
Please send to home address
Broadcasting
October 14, 1957 • Page 115
PROGRAMS & PROMOTIONS
MOVING a 1,000-pound cake is no
easy task as WELM Elmira, N. Y.,
found out when it transported its 10th
anniversary cake from the bakery to
a 20-by-20-foot tent in Wisner Park.
The station had to hire professional
movers to transport the cake 10
blocks and reports that it took about
an hour and a half. The movers had to
use a fork lift and open truck for the
job (see above). WELM invited listen-
ers to stop by for a piece of cake and
reports that within a two-day period,
more than 6,000 residents took ad-
vantage of the offer. The cake con-
tained several hundred dollars worth
of gift certificates donated by WELM
sponsors and in addition, a contest
was held to guess the weight of the
cake or the quantity of ingredients
used in it.
WRFD's 'Cavalcade of Radio'
Visitors to the 10th birthday open house
staged by WRFD Worthington, Ohio, had
a look at the station's special "Cavalcade
of Radio" exhibit and took home some of
the new sets on display. Sets awarded as
door prizes came from one of three units
in the exhibit devoted to the latest in radio
receivers, antique sets and a chronicle of
radio through the years.
Antiques in the WRFD display were col-
lected last May in National Radio Week
promotion. Audio in one of the early
models, a Spartan console with gold leaf
finish, came from taped segments of early
network shows, featuring "100 Golden
Voices of the Past." Peoples Broadcasting
Co., operator of WRFD, estimates that
3,000 came to the anniversary exhibit,
which is being maintained in the studios as
a permanent visitor attraction. Other Peoples
stations are WGAR Cleveland, Ohio;
WMMN Fairmont, W. Va., and WTTM
Trenton, N. J.
KiCO's 'Luncheon at DeAnza'
A new audience participation show,
Luncheon at the DeAnza, has begun on
KICO El Centro, Calif., and is broadcast
daily from a local hotel of the same name.
During the show, guests are interviewed and
corsages and prizes are given away. Each
Wednesday, the program honors local
brides and brides-to-be who are presented
with corsages and gifts. During one such
promotion last month, a "mystery bride"
was chosen by the station. The DeAnza
Hotel manager donated an orchestra and
agreed to provide a wedding dinner and
reception for the mystery bride.
Local merchants were contacted by the
station and asked to donate a trousseau for
the bride and groom, which reportedly re-
sulted in $300 worth of clothes, accessories
and cash. The manager of the hotel also
obtained a three-day honeymoon for the
couple as guests of the Hotel Whitcomb in
San Francisco. KICO then contacted Grey-
hound and the bus line donated round-trip
tickets for the couple.
The identity of the girl was not revealed
until the day of the wedding and she her-
self wasn't informed until then. KICO listen-
ers were kept in suspense as to the exact
date of the wedding and the station gave
on-the-air promotion to the stunt for a
month preceding the event.
WJOB Show Boosts Audience
WJOB Hammond, Ind., reports that
"voice to voice interaction" on its new
Harmony Home program has paid off in au-
dience for the station. Listeners are invited
to send in "request to be called" cards and
WJOB# calls them at random, airing both
sides of the conversation. The idea of "in-
teraction" was conceived by Jerry Mitchell,
production manager, as a new concept in
block programming at the station. The pro-
gram features a balance of talk and music.
Additionally, guests from civic and social
groups are invited to the studios for inter-
views and listeners can participate by using
the telephone to ask questions. WJOB claims
top Pulse ratings in Hammond, Gary and
three other cities in Calumet areas of two
million people as a result of the new con-
cept.
Sombrero Network Holds Contest
Fifty Madison Avenue timebuyers have
been invited to participate in a contest
sponsored by the Sombrero Network, ac-
cording to Richard O'Connell Inc., New
York, the network's national representative.
The first prize will be an all-expense paid
10-day trip for two to Mexico City and
Acapulco and there will be 24-runner up
prizes. In 500 words or less, participants are
asked to justify their client's use of the
seven-station southwestern network, and ex-
ploitation of the Spanish language market
in the U. S. Judges are Karl Schulinger,
American Tobacco Co.; Tom Kerr, Borden
Co., and Roger Whitman, Bristol-Myers.
WRCA Offers 'Parallel'
WRCA New York, in cooperation with
the Center for Mass Communications at Co-
lumbia U., has started airing Parallel, a new
historical series in the Sunday 1:05 p.m.
period. The program reports events of a day
in the past as they might have been presented
through the facilities of today's communica-
tion facilities. Kenneth Banghart is narrator,
with "on-the-spot" newsmen Gabe Pressman,
Bill Ryan, Bob Wilson, Ray Owen and
Jimmy Powers featured.
KPIX (TV) PLANTS 'MONEY TREE'
A new panel-quiz show, The Money
Tree, has begun on KPIX (TV) San
Francisco and will be regularly telecast
from Montgomery Ward's (sponsor) Oak-
land headquarters.
The highlight of the new show is
the "Giant Money Tree Quiz," a game
of speed and knowledge. Four contestants
are given the opportunity to answer
questions asked by m.c. Sandy Spillman
and if they can't answer, a home-viewer
is contacted. Prizes reportedly range to
$2,000 per day in value and include
washing machines, dryers, tv sets, com-
plete wardrobes and money. Winners
select their prize from among balls hung
on the Money Tree which contain cards
describing the gifts.
Mr. Spillman also will conduct audi-
ence interviews, a "mystery lady" contest
and money quiz as regular portions of
the show. A specially designed set and
telecasting enclosure is being constructed
adjacent to Ward's Oakland store and
admission to the show will be by reserved
seat only.
To introduce the program, KPIX spon-
sored a luncheon for 12 mayors, city
managers, the Oakland Chamber of Com-
merce and Montgomery Ward officials.
In addition, the station sent releases to
all area newspapers and special press
kits to tv columnists. The columnists
also were invited to a closed-circuit pro-
gram and Ward personnel were given
a preview at KPIX's studio. The public
greeted the show at another "sneak"
performance from the Ward store.
PICTURED with a miniature money tree
to be used on KPIX (TV) San Francisco's
new quiz show are (I to r) Harry Herr,
regional advertising manager for Mont-
gomery Ward; Yvonne Martin, Money
Tree star; Sandy Spillman, m.c. of the
show, and Robert Raab, Ward's group
advertising manager.
Page 116 • October 14, 1957
Broadcasting
w
Ad Age keeps me
aware of
my own business • • ♦
n
says DON PAUL NATHANSON
President
North Advertising Incorporated
"An advertising man is a multi-business man, depending upon how many
accounts he has or is interested in having. And since time is the limiter,
he must choose his reading material carefully to be sure he is keeping aware
of all the new developments of importance to him. If he is like me, he relies
upon one publication to keep him aware of his own business— it's Advertising Age.
DON PAUL NATHANSON
Even before he started North Advertising
Incorporated in 1955, with about $10,000,-
000 in billings, Mr. Nathanson had an im-
pressive career in advertising. He had by
then achieved success in his field both as
an advertising director and as an agency
executive. As director of advertising for The
Toni Company (1947-1952), Mr. Nathanson
channeled the major portion of the cosmetic
firm's advertising budget into broadcast
media, and fathered such now-famous trade
names as White Rain and Deep Magic. To-
day, as head of North, he is in daily contact
with the advertising policy decisions for all
of the agency's accounts. In addition to its
headquarters in Chicago, North has offices
in New York and Beverly Hills.
Mr. Nathanson has won the Silver Key Award
of the Minneapolis Junior Chamber of Com-
merce for meritorious service to the com-
munity, as well as numerous awards from the
Chicago Heart Association for his efforts in
its behalf.
For more than a quarter of a century, advertising and marketing
executives have relied upon Advertising Age to keep them aware of
their business. In Ad Age they find not only a dynamic presentation
of the news and trends of their field, but vital sales messages of
markets and media. Small wonder then, that most of the executives who
are important to you — those who influence as well as those who
activate major broadcast decisions — give Ad Age the number one spot
on their Monday-morning agendas.
North Advertising is just one example from AA's nationwide
audience. Ranking among the top agencies in broadcast, North placed
$9,000,000 in radio-tv billings in 1956.* Among its accounts is
The Toni Company, for which North handles such tv regulars as Toni and
Prom home permanents and Deep Magic facial cleansing lotion.
Every week, 3 1 paid-subscription copies of Ad Age keep North
executives up with the changes and developments affecting them. Further,
17 paid-subscription copies get a going-over at Toni.
Add to this AA's more than 39,000 paid circulation, its tremendous
penetration of advertising with a weekly paid circulation currently
reaching over 11,000 agency people alone, its intense readership
by top executives in national advertising companies, its
unmatched total readership of over 145,000 — and you'll recognize
in Advertising Age a most influential medium for swinging
broadcast decisions your way.
^Broadcasting Telecasting 1956 Report.
Broadcasting
2 00 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS
? Year (52 issues) $3 4 e o lexington avenue • new y o r k i 7 , newyork
October 14, 1957
Page 117
PROGRAMS & PROMOTIONS continued
CHEESECAKE and pies were used by
WHB Kansas City, Mo., last month
to tell its audience story. The station
used two models to distribute apple
pies — which had graphs made with
icing to indicate WHB's audience in
the eight station market — to forty
local agencies. The girls also pointed
out, "When you eat this pie, just as
in buying Kansas City radio, you get
the big slice when you stick with
WHB." Above, the models present the
pies to (1 to r) Bruce B. Brewer, presi-
dent of Bruce B. Brewer & Co., and
Jack Kirwan, that agency's radio-tv
director.
KSTP-TV Offers Paris Evening
Looking ahead to New Year's Eve,
KSTP-TV St. Paul-Minneapolis is suggest-
ing that viewers try to make it to Paris to
ring in 1958. A night on the Parisian capital
is the jackpot offering in a 10-week contest
now in progress on the weekday Treasure
Chest audience participation show. Between
now and New Year's, interim winners each
week get a $50 steak knife and carving set
for correctly identifying the names of girls
in songs titles presented on the show. Simone
Salles of the French Government Tourist
Assn., in a Treasure Chest visit, promised
viewers a visit to the Folies Bergere and a
champagne evening in a Paris night spot.
WCFL Features Policeman D. J.
WCFL Chicago claims the nation's only
combined traffic-safety and music show with
a policeman disc jockey. For the past year
Arch Hignett has been emceeing Mayor
Richard J. Daley's safety program each
evening (7:45-8), directing traffic tips to
teenagers and parents alike and answer-
ing listeners' questions. Policeman Hignett
heads Chicago's 21 -man Traffic Safety
Education Unit and has been on the force
23 years.
WTIX Holds 'Appreciation Night'
WTIX New Orleans reports that more
than 50,000 people crowded the shore of
Lake Pontchartrain in that city when it
scheduled its annual "Appreciation Night"
at the Pontchartrain Beach Amusement Park
in September. The station arranged to fly in
nine of the current top recording artists
in the country for the show. Pontchartrain
Beach officials said the "spectacular" drew
one of the largest nighttime crowds in the
history of the beach. Among the stars at-
tending were George Hamilton IV, Tommy
Leonetti, Jerri Adams and the Everly
Brothers.
CJON-AM-TV Seeks Ideas
CJON-AM-TV St. John's, Nfld., is using
a staff suggestion board to come up with
new ideas for the stations. All staff mem-
bers are listed on the idea board and are
given a blue star if they come up with one
or more ideas each week. At the end of
the month awards are given, in the form of
gold, red and green stars, each worth $20,
$10 and $5, respectively, for the best idea.
An expense-paid trip to New York is to be
the prize for the best idea of the year, with
a second prize of $100.
'Terry' Giveaway Promotion
A giveaway promotion tie-in featuring cut-
outs of characters in Terry and the Pirates
has been launched by the Friedman Shelby
Div. of International Shoe Co., St. Louis,
in connection with the filmed tv series in
about 40 markets. The program series is
timed to coincide with the back-to-school
buying period as well as Thanksgiving Day
and bad-weather buying trends. Cutouts are
given away at dealers' stores handling Red
Goose shoes. The agency is D'Arcy Adv.
Co., St. Louis.
BRASS AND BRASSHATS WIN A WAR
Quiet again reigns in Stockton. A
peace treaty has been signed between
Field Marshal Sherwood and the be-
leaguered California municipality. (Field
Marshal Sherwood is, of course, com-
mander of the famous Sherwood-Harper
Liberation Expeditionary Force of the
Greater Bay Area Inc.)
The "peace treaty" culminated events
that started from a casual, on-the-air
conversation. Don Sherwood, disc jockey
at KSFO San Francisco, and Hap Harp-
er, an aviator who flies a daily weather-
observing mission for the morning Sher-
wood show, were discussing the possi-
bilities of bombing Stockton. Several
thousand listeners, according to the sta-
tion, volunteered their services. KSFO's
manager, William D. Shaw, decided the
idea had possibilities as a promotion.
Thus was born the Sherwood-Harper
Liberation, etc., etc. All volunteers were
issued admirals' and generals' commis-
sions. Lapel buttons bearing the battle
cry, "Scharge — on to Stockton," were
distributed to 15,000 listeners. Distribu-
tion was taken over by neighborhood
Shell Oil dealers and distributors for
Burgermeister beer.
Highlight of the campaign was a "dar-
ing" daylight bombing raid on the city.
Sherwood & Harper dropped 30,000
"surrender or else" leaflets on Stockton's
streets. A second raid was canceled when
street cleaners protested.
Fifth column groups sprang up in both
cities. Listeners sent gifts to the "troops."
A San Francisco firm printed one hun-
dred thousand $ l.OOOVi bills for in-
vasion money. All was ready for D-Day.
Lon Simmons, head of KSFO's sports
department, was on hand at Stockton's
Courthouse Square to keep KSFO listen-
ers informed of the invasion's progress.
Marshal Sherwood, in an M-47 tank, led
the parade of jeeps and sportscars to
the treaty signing. Attendants were his
three aides-de-camp (see below).
To the roar of gunfire (blanks shot
off by the U. S. Army's 767th Tank Bat-
talion), the peace treaty was signed. Ob-
servers included pilots of 1 62 light planes,
240 sportscar drivers, several hundred
teen-age fans and a score of pigeons that
occupy the upper levels of the courthouse.
THE conquering heroes (1 to r) : pilots Joe Galeoto and Fred Wienholz; Ken Tilles,
bugler; Field Marshal Sherwood; "slave-girl hostage" Nancy Griffin, and Hap Harper,
honorary general in command of Sherwood's Air Force.
Page 118 • October 14, 1957
Broadcasting
SITE of NEW OMAHA PLANT
Company meets Community
Nebraska watches as state and local officials to-
gether with representatives of Western Electric
meet on the site of a new factory near Omaha.
This new plant, to be completed in 1959, will
add some 1,800,000 square feet of space to our
manufacturing operations and will bring more
than 4,000 new jobs to the Omaha area.
And in other cities and towns— perhaps yours—
Western Electric construction activity is benefit-
ing local economy ... as we build up our capacity
to make or provide more equipment and supplies
economically for the Bell telephone companies.
Right now we've got more than 5,000,000 square
feet of new space under way.
This activity— besides creating new jobs and
new business on the local level— illustrates how we
are going full speed ahead with our Bell System
job . . . backing up your local Bell telephone com-
panies with the things they need to answer each
community's call for more and better service.
MANUFACTURING AND SUPPLY V»^X UNIT OF THE BELL SYSTEM
Broadcasting
October 14, 1957 • Page 119
OPINION
BUY FILM COMMERCIALS
AS YOU WOULD ARTWORK
Film Maker Valentino Sarra Also Urges More Pre-Production Planning
Valentino Sarra, president of Sarra Inc., which he formed
back in 1933, branched out into television film commer-
cials in a little more than 10 years. His clientele includes
some of the top names in advertising. Interviewed by B»Ts
editors, he explained some of the ground rules that should
be applied to buying, creating and producing a good filmed
sales message.
Q: Mr. Sarra, you've been in the television commercial business
a long time. When did you start?
A: About 10 or 11 years ago.
Q: What percentage of your current business is in the television
field?
A: Approximately 60% to 65%.
way — but two weeks later, it was just a sunset.
Q: What would you say is a fair amount for an advertiser to
spend on a commercial?
A: It's almost impossible to answer this question since there is
such a vast range in cost, depending on the type of production which
is planned. Since the first consideration should be to make the com-
mercial as simple, convincing and acceptable as possible. I don't
think the question is cost, but rather one of doing a good job.
Q: What should an advertising agency pay for a simple com-
mercial?
A: This, too, is almost like asking "How high is up?" because
simplicity doesn't automatically mean an inexpensive commercial,
for the same reason I mentioned before . . . there is such a wide
range in production costs. For example, a good commercial might
be made for $2,000, but it would be impossible to produce a spot
A B»T INTERVIEW
Q: What's the other percentage in?
A: Photographic illustration, slide films, industrial and sales train-
ing films.
Q: How many commercials did you make last year?
A: Several hundred ... I don't know the exact number off hand.
Q: You have been quoted as saying that if the commercial is
good, it is worth every cent paid for it; if it is bad, getting it
cheaply is no saving. Could you expand on that?
A: Well, it's like anything else. If the commercial is good, it's
worth double the price — no matter how much you pay, it's still
a good buy because it will do its job, and its job is to sell your
product. In other words, there is no such thing as a "cheap" com-
mercial. There are expensive commercials and inexpensive com-
mercials, but the mere fact that you didn't pay much for it won't
mean anything if it doesn't do its selling job.
Q: How do you describe a good commercial?
A: A good commercial, to me, is one that immediately captures
and holds the viewers' attention and, most important, it is the one
that sells.
Q: Can you look at a commercial and be pretty sure it will sell?
A: Since it's been our business for many years to make pictures
that sell, we feel that with our experience we can be pretty sure,
especially if we have a precedent. Naturally, with something new
it is more difficult to anticipate audience acceptance. It boils down
to this — if we have experience, we are less likely to be fooled. You
see, like a little child, we like a new thing. When I went to Mexico
the first time and saw the sunset there, it was the most gorgeous
sunset I had ever seen in my life. The next evening, I felt the same
Page 120 • October 14, 1957
using full animation or stop-motion treatment for this price. That's
why it's a good thing to have some idea of the budget for the
production before the spot is written or designed. You'll never
make a good television commercial by planning a production that
should cost $5,000 and then try to produce for $2,000. It is much
better to simplify the idea so that a top quality production can be
achieved for the lower figure. I do think most commercials today
are too complicated and can be made much better if they are
simplified. We find that when we come up with a good simple
idea, that's the spot the viewer will remember. The fact of the
matter is, that it's how good the commercial is when it's completed
that really counts.
Q: Do you think the agencies are trying to make commercials
too complicated?
A: No, I don't think so. I think commercials are improving each
year and the agencies deserve a lot of credit for that because they
have found that there is a limit to how much can be crammed into
a short commercial and still have the viewer remember the selling
points. Of course, you must remember that the industry is still
young, and we have lots to learn, and the trends are constantly
changing in the advertising field as in any other.
Q: Do you work for many agencies, Mr. Sarra?
A: Maybe 50 or more.
Q: Do they call you in?
A: Yes they do and we are constantly soliciting work. We work
with agencies in many different ways depending entirely on the
setup in each individual agency. While we do no creative work
on speculation, in some cases, where agencies do not have their
own television or film creative staff, we do the entire creative job,
designing storyboards for presentation to the client, and handling
Broadcasting
all phases of production through to the completed film ready for
screening. In other cases, we produce spots from agency-created
storyboards or scripts, reserving the right to suggest certain changes
toward simplifying or improving the production. In every case,
however, a good commercial is the result of complete cooperation
between client, agency and producer — a real mutual effort.
Q: In other words, you're equipped with writers, the whole
works, even copywriters for the agencies that don't have
their own. Do many take advantage of that?
A: The answer is yes to both of your questions, and we encourage
an agency to use our staff talent as well as our production facilities.
We feel this has been particularly helpful to smaller agencies who
do not have large film or creative departments, and can take ad-
vantage of our creative thinking. After all, the product we have
to sell is our own creative know-how and experience. All producers
use about the same lights, cameras and equipment, and the quality
difference can be achieved only by the creative ability and experi-
ence of the permanent staff concerned with the production.
Q: But the larger agency has
A: Yes, that's true — most larger agencies do have their own
complete creative staff. However, there are many instances where
such agencies are still desirous of getting the creative thinking of
the producer, recognizing the fact that we are specialists in visual
selling, and come to us to handle the production from the start.
In all cases, whether we are creating a storyboard for a large agency
or a small one, we work very closely with the agency, because,
after all, they know the client and problems much better than we do.
Q: Mr. Sarra, why should a commercial be simple?
A: I think I've mentioned before, in speaking of simplification,
that the simple approach is best, if for no other reason than that
>
if we are shooting for a cosmetic account, we would use an entirely
different type of girl — a more sophisticated high-fashion model
type, who would be equally miscast if used for washing clothes in
a laundry soap commercial. So, again, it's not a question of a
pretty girl, but a question of being properly cast. I like to cast with
all kinds of people, but they must be real people, and as soon as
they are real, they're wonderful, no matter what you are doing. Of
course, even if the person is well cast, it's still a matter of believable
direction and proper "business" for the character to perform. Take
children for instance. Yeste; lay we made a commercial for Pet
Milk showing a little girl busy writing. In a commercial made four
or five years ago, the girl would drink the milk and smile in an
exaggerated way. Well, when you're drinking milk naturally, you
just drink it, enjoy it and then go on with whatever you're doing —
see? So, today she just drinks the milk and keeps on writing, and
that's it! The situation was much more real and more casual.
Q: Some agencies are talking about doing their own commercials.
it is easily understood and remembered.
Q: Is it because of the time allotted that it (the commercial)
should be simple?
A: Well, that is certainly one of the main reasons, because there
is a limit as to how much vou can ask the viewer to retain after
watching a one-minute or 20-second spot. There is also a limit as
to how many points or ideas can be crammed into such a short
period. Agencies have recognized this, and the "pounding" type
of commercial is rapidly disappearing. This doesn't mean any lack
of "sell," because, after all, the main purpose of making the spot
in the first place is always to sell. I don't completely agree with
some entertainment-type commercials. The purpose of a program
is to entertain, and the purpose of the commercial is to sell. Then,
too, the type of show the commercial is used on governs, to a
degree, the style of the commercial. Since viewers are accustomed
to seeing top talent on shows, if an entertainment-type of com-
mercial is desired, the talent used should certainly be of the same
high caliber. For example, in recent spots we have produced using
dancers, we used the very best talent in the country.
Q: You're saying that if you invest lots of money in your show,
you should invest lots of money in your commercial?
A: Not necessarily. Again, it isn't the cost, but the quality of the
commercial that counts. It goes without saying that it would be
unwise to invest a lot of money in a show and then stint on the
cost of the commercial if it affects its quality, and the same
applies to commercials made for use strictly as spots.
Q: It's been said you object to too many pretty girls in your
commercials.
A: I don't have any objection to pretty girls — but it's not a
matter of pretty or not pretty. I think it's strictly a question of
casting and using real people in real situations. For example, if I
see a picture of a baby in a mother's arms, I would certainly
expect that girl to at least look capable of being a mother. While,
Broadcasting
Do you think many agencies will go into your end of the
business?
A: Well it's possible, but if we were an advertising agency, I
wouldn't.
Q. Why?
A: Well, you would limit the creative thinking now available by
being able to work with different film producers. It would be as
unthinkable as an agency doing all of its finished artwork.
Q: Do you work with agencies outside New York?
A: Yes, we work with many fine agencies all over the country.
Q: How many people do you have on your staff here?
A: Around 80 in New York and Chicago.
Q: Are you fighting any competition from major Hollywood
studios going into tv commercials?
A: I wouldn't say "fighting" competition. We like competition,
but some major studios are cutting prices just to get into the adver-
tising field. They have excellent equipment and facilities to sell.
We sell people — people with experience and advertising know-how,
essential in the making of good tv commercials. There is a vast
difference between writing and producing a one-minute spot and a
feature length film.
Q: Is there much bidding on commercials today?
A: Yes. I think that if a film is purchased on strictly a bid basis
it is wrong, because buying a film commercial involving creative
ability is not like buying a load of bricks — it doesn't mean that the
lowest bidder on a film would put the same production excellence
in a film, as would one of the higher bidders.
Q: What happens when this bidding process goes on?
A: Where estimates are requested, say from six equally capable
producers, we are delighted to quote on a job. If we feel it is
strictly on a bid basis, we prefer not to submit a bid. You see, we
October 14, 1957 • Page 121
OPINION CONTINUED
question bidding because we are only interested in doing a quality
job.
Q: Do you think the bidding affects the quality of the com-
mercial?
A: Not with us. While there is no reason for us to be the highest
bidder, there is likewise, no reason for us to be the lowest. I have
seen, in many cases where the lowest bidder got the job, that the
finished film was not produced with the same amount of produc-
tion we had planned on or the original script called for.
Q: Is there much bidding going on still?
A: Yes.
Q: The agencies still have not learned that certain people
will
A: Well, some agencies have, but in others the lowest bidder
might still get the film after purposely bidding low in order to get
his foot in the door. As I mentioned before, the production some-
times suffers from this, or else the producer actually loses money
on that particular job, hoping to make it up on the next. I don't
think this is good business.
Q: Then, you think that as time goes on
A: I look forward to the day when agencies are well enough
acquainted with the producers to make their selection of a pro-
ducer at the earliest possible date, and be able to work with that
producer, even in the creative stages, thus establishing a closer re-
are best on a certain style of animation — others are better on
another.
Q: What percentage do you do animation as compared to regu-
lar?
A: I think about 25% animation.
Q: What advice do you have for agencies to help make your
job easier?
A: Actually, our working arrangement with agencies seems to
improve all the time because the agency realizes that the more
pre-production planning that is done, the better the end result.
When there is full cooperation between agency, client and pro-
ducer and all the changes are made in script, storyboard and copy
before going on the set, a smooth production schedule is bound
to follow.
Q: What about the time element? Agencies or clients always
want it yesterday.
A: You certainly hit on a touchy subject there. We have lost a
lot of jobs because we said we just couldn't make the date and
still do a top quality job. We would rather lose the job, however,
than take it and then tell the client we can't make the delivery
date. I think the producer should be given enough time to do the
job properly. Many times, at our own cost, we have put in hours
of overtime to meet the promised date.
Q: What are some of the accounts you've worked for?
A: I couldn't begin to name all of them. A few that come to
ABOUT PLANNING AND PRODUCTION:
". . . Agencies deserve credit . . . they have found
there is a limit to how much can be crammed into a
commercial."
". . . The agency realizes that the more pre-pro-
duction planning that is done, the better the end
result."
lationship between agency, client and producer. If the agency has
confidence in the producer whose past record has been one of
honesty and quality, it also should be assured that the producer is
giving the agency the most for its money.
Q: Is it true many agencies do not have people who understand
film?
A: Today this is not true. More and more creative film people
are being brought into the agencies and agency people themselves
have benefited by the film experience gained during the past few
years.
Q: Do agencies hold you to a strict budget?
A: The agency doesn't necessarily hold us to a strict budget —
we hold ourselves to it. Naturally, when we submit a price, we stick
to it.
Q: How about animation? Are you equipped for that?
A: Oh, sure. Rex Cox, formerly animator and story director for
Disney and one of the top men in the country, has been with us
for many years supervising our animation.
Q: You don't do too much animation though, do you?
A: Yes, we do do quite a bit, and the amount is increasing each
year. We prefer doing animation when animation is called for,
and I am a firm believer that animation should not be used in
cases where live action could do the job better, and visa versa.
Q: Do you farm your work out?
A: Yes, we farm out the actual production, but the creative
supervision we do ourselves. We prefer to work this way because
it enables us to hand out the animation to the animator who does
that particular type of animation best. You see, some animators
Page 122 • October 14, 1957
mind are A & P, Lux soap, Pet Milk, American Tobacco Co.,
Armour, Seven-Up, Stopette, Wesson Oil, St. Joseph aspirin,
Prudential Insurance Co., Rheingold beer, Bulova watch, and so
many more
Q: Are you satisfied with the instruction the agency gives you,
or are there some vague details which mean going back?
A: Most of the time we are quite satisfied. In fact that situation
gets better and better every day. As I said before, the agency
knows the client problems better than we and when we have suf-
ficient time for pre-production planning meetings, everything goes
smoothly.
Q: You gave some examples a few minutes ago of ways in
which commercials have improved. Can you think of any
others, any other major changes?
A: What changes commercials is like what changes music, a
play, the theatre. The changes come, much like a girl's hat. Before
you start to go out in the park, you see them all over.
Q: What thoughts do you have regarding the film commercials
and live commercials?
A: Well, when you film a commercial you can be sure it's right
when it goes on the air with no worries about fluffed lines, mike
shadows or a hundred and one other things that can always happen
with a live commercial. The makers of some live commercials
are switching to film to do away with possible errors on the live
stage, as well as to be sure of the proper lighting and display.
Q: What kind of live commercials do you think should not be
put on film?
A: I can see a reason for doing a live commercial if it's a live
show and if it's integrated with the program, and also when the
Broadcasting
Bob Dalbeck
Where do you get the extra $100,000?
Some critics of business still maintain
that profits are too high.
"I wonder if they have any idea of how
much more it costs to do business today
than it used to? Union Oil is a typical
example.
"In 1927, the company bought an
80,000 barrel storage tank for $25,000.
Under Federal Income Tax laws, we
were permitted to recover our invest-
ment over 30 years, the life of the tank.
"By 1957, when it's time to replace the
tank, the company has set aside $25,000.
But what has happened? Due mainly to
inflation, higher wages and material
costs, the tank now costs $125,000.
"Where do you get the extra $100,000?
Union Oil gets it out of profits, and by
increasing indebtedness from time to
time. Out of profit? The fact is, we have
to sell $1,250,000 worth of products to
earn $100,000 after taxes.
"Put another way, the company's en-
tire profit for one day, the total earnings
that day on $400,000,000 invested by
share owners, and the efforts of over
BOB DALBECK: "WITHOUT PBOFITS, YOU AND I WOULDN'T HAVE A JOB
8,000 people — all went to replace one
80,000 barrel tank, of. which we now
have over 150.
"Without profits, Union Oil couldn't
afford to replace that tank. And without
the new tanks and other equipment we
have to replace to stay in business,
there'd be no jobs for any of us!"
# # *
Bob Dalbeck is something of an authority
on profits. He is an Assistant Comptrol-
ler for the company.
He estimates that only about 19
minutes in the average company's 8-
hour working day go to earn a profit.
The rest is spent paying for the cost of
doing business.
And less than half of those 19 minutes
result in dividends to share holders. The
other 9l/> minutes are reinvested in the
business to keep it up to date and com-
petitive.
YOUR COMMENTS ARE INVITED. Write:
The Chairman of the Board, Union Oil Co.,
Union Oil Bldg., Los Angeles 77, Calif.
Union Oil Company
OF CALIFORNIA.
MANUFACTURERS OF ROYAL TRITON, THE AMAZING PURPLE MOTOR OIL
Broadcasting
October 14, 1957 • Page 123
OPINION CONTINUED
same east does both the program and the commercial.
Q: Are you in favor of integration of filmed commercials in a
film program?
A: Yes, as much as you can.
Q. What has happened to the cost of commercials? How much
has the cost gone up?
A: Well, it's gone up because of the high cost of producing due
to increased wages and union contracts — but as a matter of fact,
with us, percentagewise, it's gone up very little.
Q: Why is that? Because you're making more now?
A: We make more, we know a little bit more and we are not
making them so complicated. As I said, they are simpler.
Q: Well, it's more money for the advertisers. It hasn't cut the
advertiser's costs.
A: No.
Q: Do I gather that one commercial today is approximately
the same cost as one commercial in say 1948?
A: I think, really, the average we are charging today is not so
much different from 1948 or 1949. One of the reasons is that
neither we nor the agencies write or design big cast productions as
we did in the days before the Screen Actors Guild contract calling
for re-use talent payments. Better commercials are the result be-
cause we know that closer shots with fewer people on the screen
"read" a lot better on tv.
Q: Do you believe in "hard sell" or "soft sell" commercials?
A: Frankly, I don't think it's a question of how you sell some-
thing. I think each commercial should be approached in its own
individual way. Some products can be sold best by a "soft sell"
approach, while others might take a more straightforward demon-
stration approach, which some people might call "hard sell."
Q: What do you think is the primary function of a tv commercial?
What is it supposed to do?
A: If we make a commercial say for a necktie, what is it sup-
posed to do? I imagine if the client has ten stores with a million
neckties, he expects to sell a million neckties.
Q: Mr. Sarra, how many other commercial firms do you know,
besides yourself?
A: There are quite a few. It is true some come and go overnight,
but I think the majority of work is done by a dozen or so very
reputable studios.
Q: I have a two-part question. Are you doing anything in color?
If you are, are you doing more in color?
A: Yes, we're doing color. Every day we're doing a little more
in color, and this is sure to increase as more and more color sets
are in use. With the increasing interest in color, many of our clients
are requesting experimental spots in color td start preparing for
the day when color will be more widely used. We have done a great
deal of experimental work ourselves at our own expense.
Q: What percentage of commercials are in color?
A: A very small percentage at the present time.
Q: Does color make the cost go up?
A: Yes, much more.
Page 124 • October 14, 1957
Q: How much more?
A: I think about 30-45% more. The camera and crew time are
pretty much the same. Color film is a bit more expensive, but the big
question of cost is in the processing of the film. Lab work and
opticals on color film account for most of the added cost. I'm not
convinced yet that from color you can get just as good black and
white pictures. Lately, I've been shooting black and white and color
at the same time. Now they say you can really make color com-
mercial films in the lab just as good as the black and white. Well,
I'm still not sure, so lately I've been making both at our own ex-
pense. We make the color spot and we make a black and white from
that and then we put the black and white on the projection machine
and see if we lose anything and how much we lose. I think we're
going to lose something. But again, frankly, we have competitors
who try to tell us we don't lose anything. I won't say yes or no.
Q: What's the advantage of making a black and white from the
color?
A: Well, take Pet Milk. That's color once a week. But also they
use that spot in black and white. No spot that's made today is for
color only. There are no such things yet. You use it both in black
and white and color, so you can finish the spot in color and from
the color make a black and white negative. I think we still lose
too much quality.
Q: Do you feel that you get a better black and white print out
of a color negative than if you had shot that black and white.
A: No. I think you get a better one from black and white. I'm
sure of that. I'm not sure until 1 see, but I think today to say you
get just as good black and white from color as black and white
from black and white is just a little ridiculous.
O: Do you feel that any quality is lost from film commercials
when the prints are sent from one station to another and
shown in various parts of the country?
A: Yes, if you mean are the prints damaged by continuous use.
Q: Is there anything the stations can do to prevent that?
A: Yes. If the station would check the prints carefully and when
they find the print is dirty, scratched or damaged, request the
agency to supply new prints, you will find a great improvement in
the quality of reception of the commercial on the tv set at home.
After all, what the client is interested in is how the commercial
looks on the tv screen. We were so concerned with quality of release
prints about seven years ago that I put in my own lab so we could
have complete quality control over our tv prints.
Q: How do you define soft sell and hard sell?
A: The soft sell is like this: Somebody is very nice to you, and
he's just going to go off and take your pocketbook — you see? And
the hard sell: Somebody just steals it from you. Personally, I don't
like the expression "hard sell" or "soft sell." To me, it's just "sell."
Q. Can you think of anything you'd like to say?
A: I think we have covered everything. We try to assemble the
best staff possible, just like the agencies try to get the best people
for their own tv departments. We have to pay more money for
such personnel and as a result we get more money for the com-
mercial to be able to produce a better commercial. For this reason
I don't approve of the competitive bid system, but would like for
the agency to buy television commercials exactly the way they would
buy artwork.
Broadcasting
ABOUT FILM BUYING; IMPACT OF
COMMERCIALS
"I don't approve of the bidding system . . . the
agency should buy tv commercials the way they
would buy artwork."
". . . The simple approach is best if for no other
reason than it is easily understood and remembered."
Donald Klauber, Station Sales Manager of Associated Artists Productions, Inc., tells:
"Why Popeye had to race to Texas!"
"Kids were clamoring, advertising sponsors waiting ! A
big TV station's popularity — and profits — were at stake !
"As usually happens, when KDUB-TV in Lubbock, Texas,
finally signed up Popeye — one of America's hottest daytime
programs — they needed those films in a real hurry !
"So we raced Popeye there — via Air Express !
"But launching a TV cartoon series is only a small part
of our story. We use Air Express for 50,000 theater dates
for our full-length feature films — with only 600 prints !
"We could not run this business as economically without
Air Express !
"A 15-lb. shipment, New York to Lubbock, Texas, costs
only $9.47 with Air Express — $1.36 less than any other
complete air service.
"What's more, Air Express uses radio-controlled trucks
to rush many of our shipments to and from airports — and,
whenever necessary, a private wire system to trace shipments
instantly. It really pays to use Air Express regularly!"
AirExpress
30 YEARS OF GETTING THERE FIRST via U.S. Scheduled Airlines
S\lt=t EXPRESS . . . division of FtA\IL.WJ\Y EXPRESS AGENCV
Broadcasting
October 14, 1957 • Page 125
OPINION
PLAYBACK
wmmm
QUOTES WORTH REPEATING
SPONSORS WHO KIBITZ
In analyzing the tensions between the
sales and programming sides of a radio
station in a speech at the Ohio Broad-
casters Conference last Friday in Colum-
bus, KDKA Pittsburgh Program Man-
ager Guy Harris had this to say of the
sponsor who believes his time buy gives
him powers to supervise programming:
Says the salesman to the program di-
rector, "Not a single one of my adver-
tisers likes the music." Then we begin to
tread in a very dangerous area. This is
a management problem and it's too bad it
comes up. A good salesman is very
zealous and enthusiastic for his clients,
and that's the way it must be and should
be. But a program director must be
equally zealous and enthusiastic in fight-
ing for the overall good of the show.
If your client is wanting to buy in your
afternoon disc jockey's show, he should
want the fine audience that the jockey
has won for himself — an audience he
won through his music and personality,
not through the commercials he airs. Or,
if the client elects to buy a saturation
plan, should your station have one, a
price concession there usually gives him
run of schedule; he should be satisfied.
The only solution I know of in a situ-
ation like this, is for the program depart-
ment to help the sales department under-
stand the programming concepts. But
there is nothing so frustrating to the
salesman, to the program director, to
the jockey, to the manager, to everybody
concerned than when a client places a
schedule on the station and says, "I'm
buying you. You got the best ratings . . .
or you have the lowest cost per thousand
in the market . . . but I want you to
change the music on the show." Be pa-
tient and tolerant in such situations.
Also somewhere along the line you
[sales personnel] are going to tell him
[the program director] his disc jockeys
are lousy. Disc jockeys, I think, are pretty
much like wives. You might think yours
is the greatest one in the world . . . but
the guy next door can't figure out how in
the hell you can put up with her.
WHICH WAY IN PROGRAMS?
Jim Bormann, director of news and
public affairs for WCCO Minneapolis-St.
Paul and former president of the Radio-
Television News Directors Assn. exam-
ines the durability of radio in summer
edition of the U. of Minnesota Journal-
ism Quarterly. His views follow:
The broadcaster who adheres to tradi-
tional programming in order to provide
a broad variety of appeal to listeners
may with some justice believe that the
present-day threat to radio lies within the
industry itself. At this point in radio's
development, when broadcasting seems to
have achieved the maturity and balance
it has been striving for, that balance and
maturity may be upset by the emergence
of the disc jockey as "kingpin" on the air.
The low cost of the disc jockey opera-
tion, and the surprising degree of public
acceptance, have led many broadcasters
■ — particularly those unaffiliated with a
network — to convert to that type of op-
eration. As this cheaper form of broad-
casting gains ground, traditional program-
ming has staged increasingly stronger re-
sistance. Competition for the listener's
ear has never been so intense.
Radio station managers will tell you
now that it is not television or any other
medium that ranks as their chief com-
petitor. The struggle between variety
programming, chiefly on network sta-
tions, and disk jockey operations — chief-
ly independent stations — may become a
fight to the finish.
The independents say they're trying to
breathe fresh life into broadcasting. With
a singleness of purpose, they're striving to
introduce excitement continuously into
the fare they offer listeners. . . .
The traditional broadcasters, who ad-
here to a variety program format — some-
thing for everyone — in order to maintain
the broadest possible base for audience
appeal, take a dim view of programming
aimed at minimum intelligence levels.
In rebuttal, they are "pitching" their
programs at a higher-than-ever level, de-
pending on news and news-related pro-
grams to accomplish this. Networks, gen-
erally, support this kind of programming.
These stations are attempting to pro-
vide more reporting in depth — and more
programming that stresses the local angle,
relating the news more directly than ever
before to the people who hear the news-
casts. There is a developing trend toward
more backgrounding of the news with
analysis and commentary. These stations
also are providing more news-related
programs such as weather broadcasts
(with emphasis on official reports), more
sports programming, more farm informa-
tion, more news of interest to women
and to business.
. . . The victor in the end may again
be the station that puts its faith in the
public acceptance of news reported with
integrity.
THE ART OF SELF-DEFENSE
Radio and television should not lie
down and take slams from competing
media, in the opinion of Frank McCabe,
president of Frank McCabe & Assoc.,
Providence, R. I. Addressing the Lou-
isiana Assn. of Broadcasters, meeting in
Baton Rouge, he said in part:
You, yourselves, have seen comments
in the printed media which attempt to
beat the brains of radio and television
into a pulp, and what do you do about it?
Perhaps the public interprets your silence
as meaning consent. Is it not time for ra-
dio and tv to speak out with the powerful
voices it uses for advertising? Yes, use
these same powerful voices in its own
behalf to tell the radio and television
story correctly, and not leave interpreta-
tion of its motives to a competing
medium.
Why does the radio and television
industry remain silent in the face of such
onslaughts? There are those who will
probably bring up the fact that the FCC
is pretty much in the driver's seat, and
that radio and tv can do little or nothing
to defend themselves. On that I do not
agree. In 1949, the FCC reaffirmed a
broadcaster's basic right by having man-
agement editorialize in its own name,
providing time was made available for
opposing views. Some stations do it as
part of their regular programming sched-
ule. We do not believe that a personal
vendetta should be started which will
turn into a battle royal between news-
papers on one side and radio and tv
broadcasting on the other. However, we
are strongly of the opinion that from time
to time, radio and tv in its broadcasting,
ought to defend itself properly. It's about
time radio and tv put on long pants.
A PLEA FOR CLARITY
Programs that sometimes "talk to
themselves" and lose the viewer are dis-
cussed in the current issue of the
Schwerin Research Corp. Bulletin.
One of the requirements of entertain-
ment is that the audience be in on what
is happening. Even a mystery needs to
make clear what the mystery is. Viewers
become bored when their television fare
recedes into a "riddle wrapped around a
mystery inside an enigma."
. . . The simplest illustration of this
is the low liking for programs which are
difficult to understand because of un-
usual accents or speech peculiarities. In-
terest in one interview program dropped
sharply during an interview with a world
famous guest. Almost all the viewers had
trouble understanding the great man
and two-thirds voted they could not un-
derstand a word he said,
. . . Other examples of leaving the
viewer out in the cold have been seen in
the use of situations and vocabularies
too specialized for the majority of the
audience. In this respect, television pro-
grams have sometimes shown narcissistic
tendencies which do not win them ap-
proval on the liking score.
Reliable statistical information has
again and again provided graphic and
specific demonstrations of the fact that
unfamiliarity breeds — if not contempt —
indifference.
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Page 126
October 14, 1957
Broadcasting
RARE INDIUM
makes airplane engine bearings 3 ways better
You'll probably be hearing more about
indium. Among the good reasons why-
are the properties this metal demon-
strates in aircraft bearings. Indium in-
creases the strength of bearings to begin
with. Besides, it provides high resistance
to corrosion. And it imparts to bearings
a remarkable capacity to retain their
protective oil film.
Indium is also used in dental alloys,
in making transistors, for bonding glass-
to-glass and glass-to-metal. As a gasoline
additive, indium steps up efficiency and
gives a cooler-running engine.
As recently as 1924, the entire world
supply of indium was a matter of grams.
It is not found in a native mineral state,
and metallurgical residues. In this re-
covery Anaconda has been a pioneer.
By its patented process for extracting
indium from zinc plant residues Ana-
conda, in 1956, produced 87,600 troy
ounces of this relatively rare and versa-
tile metal. Such developments have
brought the price of indium way down—
from several hundred dollars an ounce
in 1930 to about $2.25 today.
This leadership in indium research
exemplifies Anaconda's role throughout
the whole non-ferrous metal field. Ana-
conda offers industry the world's broad-
est combination of non-ferrous metals
and metal products — and the most ad-
vanced technical help in using them
The
AnacondA
Company
The American Brass Company
Anaconda Wire & Cable Company
Andes Copper Mining Company
Chile Copper Company
Greene Cananea Copper Company
Anaconda Aluminum Company
Anaconda Sales Company
International Smelting and
Refining Company
Broadcasting
October 14, 1957 • Page 127
Why J. Walter Thompson Timebuyer Selects
Crosley WLW Stations for Ward Baking Comp;
"WLW Stations do more than just take
your time dollars. Their staff of
merchandising-promotion experts work right
along with the advertiser's sales people
and follow through with trade contacts —
buyers, brokers, distributors, store managers.
Yes, I'd sure say that the WLW Stations offer
Tip-Top service everytime, all the time!"
Mario Kircher, J. Walter Thompson Timebuyer
Like J. Walter Thompson, you'll get top service for your products on the
WLW Stations. So before you buy, always check first with your WLW Stations'
Representative. You'll be glad you did!
WLW WLW-T WLW-C WLW-D WLW-A
Radio Cincinnati Columbus Dayton Atlanta
Network Affiliations: NBC; ABC; MBS Sales Offices: New York, Cincinnati, Chicago .
Sales Representatives: NBC Spot Sales: Detroit, Los Angeles, San Francisco
Bomar Lowrance & Associates, Inc., Charlotte, Atlanta, Dallas Crosley Broadcasting Corporation, a division of
Page 128 • October 14, 1957
Broadcasting
MONDAY MEMO — — —
from JEAN SIMPSON, timebuyer, Doyle Dane Bernback
ROTATION RADIO CAN DO A GREAT
JOB— BUT EVALUATE IT CAREFULLY
You gulp down your morning toast and coffee to radio's
strains of "wondering where the yellow went." On your way
to the office via subway you note Life Savers still cost a nickel
or, by train from the back country, a charming Miss Rhein-
gold greets your eye. An outdoor billboard exposes you to the
goodness of Drake's Cakes. The morning paper advises if
you can find a better bourbon, buy it.
Meanwhile, back at the ranch in suburbia, the little woman
may be drinking Lipton tea with Arthur Godfrey or suc-
cumbing to the P & G allure of an easier washday with any
number of their tv-advertised soaps. Window streamers and
posters boast best buys of the day at supermarkets.
And at the end of the day, all media has combined to
throw 210 advertising impressions at Mary and John Doe.
Would you believe there are in excess of 200,000 brand
names competing for attention, recognition and acceptance?
And it's directed at Mr. Consumer with an average vocabu-
lary of 5,000 words which he uses and understands, including
proper names, brand names, etc. How to effect an intake
is a problem faced by the large and small advertiser alike.
To date the broadcast media is tackling this challenge
most effectively through the use of radio saturation, the main
objective being to create brand name acceptance by a maxi-
mum amount of exposure to the greatest unduplicated audi-
ence. Sales results are achieved most readily if a product is so
well-established already that a description of its physical ap-
pearance, its uses and its cost are not necessary. If this is
not the case, however, the amount of saturation must be great
enough to create this situation. And it is not prohibitive to
the small advertiser if he uses it on a selective scale.
In recent years, everyone climbed on the early morning
bandwagon. And who could blame them? Sets-in-use figures
showed listening was at its peak, costs were in line, and you
were able to reach a mixed audience. But how many adver-
tisers can a well-run station accommodate between the hours
of 7 to 8 a.m.? A practical total of 15! And so costs soared.
Stations loosened policy and allowed double and triple spot-
ting. Advertisers suffered, radio suffered, and so did the well-
padded stations. The practical solution has been the setting
up of rotation schedules in varying forms, offering some of
the bitter along with some of the sweet.
JUST WHAT ARE THE ADVANTAGES OF ROTATION
Certain initial considerations are required, starting with
market statistics, station data — such as programming, cost
ratings and availabilities, and the inherent factors of the prod-
uct itself — its distribution, sales peaks, type of appeal, etc.
Let me touch on the more obvious advantages for those on
a rotating basis.
Products with a general appeal — such as the toothpastes &
cigarettes — undoubtedly hold the inside track. No time periods
are prohibitive as long as people have dials on. And costs are
most attractive when the ifs, ands and buts are at a minimum.
Next in line come the women appeal items. In this cate-
gory foods probably have the easiest time of it. It is generally
agreed that exposure between the hours of 9 a.m. to 4 p.m.
will find the housewife less interrupted by other activities.
A particular challenge is presented to the cosmetic manu-
facturer of today in trying to reach the working woman, who
ostensibly uses his products most, and the teenager who isn't
far behind. Competition is keen and cutthroat in the early
morning and late afternoon hours. But wouldn't it be worth-
while to attempt developing the daytime sales potential at
a far more attractive cost via a rotation schedule than trying
to rob Peter to pay Paul at a relatively high rate of exchange
and I'll-put-you-on-the-fifth-waiting-list for clearance?
And then come the most difficult of all to reach — the men
— who buy the anti-freezes, the automobiles and the beer.
Timebuyers are looking carefully these days at rotations set
up by astute representatives and station men in periods which
in the past were considered most offbeat. These include the
Saturday and Sunday hours, the 11 p.m. to midnight seg-
ments, the prime evening tv hours where radio rates are more
attractive, and the captive automobile audience.
And, if you've been one of the lucky buyers to have the
listening habits of your potential consumer broken down
by occupation and age, you can take advantage of rotation
on an even greater selective scale. Concentrating five spots
a week, for instance, between the hours of 10-11 a.m. for a
housewife's appeal item has pulled better sales response and
delivered a lower-per-thousand consumer than using 20 spots
a week at hours considered generally more popular.
THERE'S COOPERATION AT THE STATIONS, TOO
From a station's point of view, the minor headaches created
internally by rotation schedules are offset by the healthy busi-
ness enjoyed. Block programming has specifically lent itself
to this form of advertising for obvious reasons, and unless
there is a noticeable difference in ratings, advertisers have
gone with it. Most stations have cooperated closely in selec-
tive rotations, such as allocating a 6-10 a.m. strip to be
shared by an antifreeze from 6-8 a.m. and a food product
from 8-10 a.m.
But the question of the day. Is this particular satellite
heading in the right direction or is it spinning off somewhere?
Are its images going round and round in your mind or are
they taking hold with a definite pattern created? You, as an
advertiser, can buy all you want, but are you getting what you
want?
I see no concrete solution at this point, but I do say weigh
the pros and cons of a rotation carefully. It is not just a
matter of hitting, hitting, hitting and not only failing to im-
press your potential consumer but it is possible a more than
irritating negative reaction is setting in.
Complete honesty on the part of your representatives can
do a great deal to help you accomplish the desired result.
Do they go along with the pitch? Are stations delivering the
promised results?
Rotations have yet to prove themselves the hero of radio's
heyday ... or its Svengali.
Jean Simpson; b. Passaic, N. J. Jan. 22,
1926; grad. Oberlin College in 1947 with
B.A. in sociology. In 1950 joined Anderson,
Davis & Platte as secretary in radio-tv
dept. In 1953, after agency merged to be-
come Anderson & Cairns, was promoted
to timebuyer, until 1955 when she joined
Doyle Dane Bernbach, where she works
on Polaroid-Land Corp., Chemstrand Corp. — both network
advertisers — and spot drives for Venus Pen & Pencil Corp.,
A. Goodman & Sons, Levy's bread, Fairmont Foods.
Broadcasting
October 14, 1957 • Page 129
EDITORIALS
RAB, Radio, Resurgence
THE MORALE of conventioneers usually is a good barometer
of their business. Last week, at the Radio Advertising Bureau's
third annual National Radio Advertising Clinic, the barometer
proved it was still in good working order.
There have been radio gatherings where broadcasters crept
around like undertakers, which indeed at the time they were gen-
erally supposed to be, gloomily burying their own. Not last week,
though. The enthusiasm and optimism clearly reflected the rising
stock of radio which already had been documented in rising vol-
umes of business.
The 800-odd advertiser, agency and broadcasting executives on
hand were treated to a case-by-case verification of radio's flexibility
not only in the ways it may be used by a given product but in the
way it can accommodate so many different kinds of advertisers.
Leaders from such diverse fields as airlines and credit, pickles and
candy, beverages, shoe polish and hair shampoo presented an un-
broken string of success stories that had one thing in common: all
were selling goods by using radio.
These success stories, reported in detail elsewhere in this issue,
and hundreds of others like them — the number is growing steadily
— are tribute not only to radio's selling power but to the relatively
small group who never let their faith succumb to the pessimism of
just a few years ago. RAB, sponsor of the annual clinics but even
more importantly a year-round advocate, must be counted among
the leaders of those who have brought radio back this far. The
job isn't over. But at this point the question about radio's resurgence
is no longer "whether," but "how much?"
The Great Free Lunch Inquiry
IF YOU have ever taken an FCC commissioner to lunch or
picked up a bar check for a party of which a commissioner
happened to be a member, chances are you're headed for a con-
gressional investigation.
Rep. Morgan M. Moulder (D-Mo.), chairman of the House
Special Subcommittee on Legislative Oversight, has begun search-
ing for evidence of corruption at the FCC. To judge by letters
which Mr. Moulder has sent to members and key staff people at
the FCC and to major broadcasting interests, including the net-
works, his definition of corruption is somewhat narrower than
the common view.
Mr. Moulder seeks detailed reports of gifts, honorariums, loans,
fees or other payments, in money or other things of value, given
to FCC members and employes and their families, along with in-
formation on travel expenses, hotel accommodations and enter-
tainment received by FCC personnel from anyone in the com-
munications business.
The information is sought from Jan. 1, 1949, to the present. A
couple of years ago the Evins Small Business Subcommittee of the
House asked for similar information — but from 1953, or from the
date of the present administration. The date selected by the Evins
committee was a clear indication of the committee's political
character.
The Moulder committee has disclaimed political purposes in
its present inquiry. But the facts and the timing either refute that
disclaimer or, at best, establish a strange coincidence indeed. The
facts are that although the administration is Republican, the Con-
gress is controlled by Democrats. Next year, when the Moulder
committee emerges from its investigatory cocoon into the sunlight
of public hearings, a political campaign will be in progress. The
entire House and one-third of the Senate will stand for election
in 1958.
The well-heeled Moulder committee (initial budget, $250,000)
is investigating all independent government agencies, but its prin-
cipal interest is being directed toward only a few, including the
FCC. Its investigators first sought evidence of White House or
administration influence but apparently have found little evidence
of that kind at the FCC. Thus, it seems, the drive to ferret out con-
nivance, malfeasance or out-and-out bribery has been intensified.
We cannot predict what the Moulder committee will find at
the FCC, but we doubt it will find anything approaching corruption.
There probably is less interference from the present administra-
Page 130 • October 14, 1957
Drawn for BROADCASTING by Sid Hiz
"Please excuse my husband, Mr. Murrow. . . . He's watching the fight
on another station!"
tion with the affairs of the FCC than there has been from any
other administration since the FCC was created in 1934. What the
Republican political organization may have wrought on personnel
appointments and even in swinging the balance in contested cases
is quite another story. There have been such cases, but they are
almost impossible to document.
There never has been an administration of the FCC entirely
devoid of politics. To think otherwise is to be unrealistic. Mem-
bers of Congress, probably to a greater degree than any other
group, are responsible for this. Most members do not turn a deaf
ear to the requests of important constituents.
There is a way of eliminating politics from administrative agen-
cies. That is to give them the status of courts, with life-time ap-
pointments for their members at salaries adequate to attract and
retain highly qualified men. This, we believe, is an affirmative
legislative course the Moulder committee might well pursue.
Shop Talk at 26
JUST 26 years ago this week Broadcasting made its bow. The
sub-title then was "The News Magazine of the Fifth Estate."
A few issues later this sub-title gave way to Broadcast Advertising,
a Chicago-based monthly we had acquired. And in 1945 the title
became Broadcasting • Telecasting, in recognition of the emer-
gence of television.
Today's issue returns to the original masthead: Broadcasting.
The reason should be evident to readers of these columns during
the past several years. "Broadcasting" is all-inclusive. It embraces
video as well as audio. (The language experts will tell you that
"radio" is all-embracing too.)
When television began to move, many radio broadcasters wanted
no part of it. They were openly hostile. Contrarywise, the pioneer
television broadcasters regarded radio as old hat. In these pages
we argued that both could and would live together, that they are
kindred media, subject to the same law, the same regulatory au-
thority, using the same basic method of transmission, and dealing
largely with the same customers through the same advertising
agencies.
Thus, 12 years ago, did we become B»T. About six years later,
the National Assn. of Broadcasters, to placate its tv-only zealots,
became the National Assn. of Radio & Television Broadcasters.
State associations and professional societies in radio added tele-
vision to their titles in the chain reaction.
Months ago we began advocating a return of NARTB to plain
old NAB — an event scheduled to occur next January. Discerning
readers began to needle us about our own cumbersome bonnet. We
now confess we always had in mind returning to Broadcasting
at the propitious time.
So, with this issue, as we proudly begin our 27th year with a
circulation in excess of 20,000, our bonnet reverts to that three-
syllable word which bespeaks the best in information, entertainment
and enlightenment both by radio and tv.
Broadcasting
MERCHANDISING IS LIKE THE
LITTLE GIRL WITH THE CURL .
i / -
"...WHEN SHE WAS 600P
SHE WAS VERY, VERY GOOV,
ANP WHEN SHE WAS BAP
SHE WAS HORRIP ( "
KSTP Radio and Television believes that advertis-
ers should receive strong, consistent and professional
merchandising support for their advertising cam-
paigns in the vitally important Northwest market.
To this end, KSTP maintains a full-time mer-
chandising staff working closely with each advertiser
to create, develop and implement the selling aids
which most effectively add to the success of his
campaign.
Among the activities which have made KSTP
the Northwest's leader in merchandising* is the
KSTP "Feature Foods Merchandising Plan" which
provides special in-store displays in 200 top-volume
supermarkets in the Twin City area ... a KSTP
exclusive!
In addition, KSTP's expert merchandisers turn
out shelf-talkers, banners, window streamers, post-
ers, mailing pieces, survey facts and figures relating
to your sales problem and special promotions by the
score. There is no charge to the advertiser for
these services which are offered at the discretion of
the station.
Our files are full of letters from advertisers who
appreciate quality merchandising assistance. If you'd
like to know more about it, contact a KSTP repre-
sentative or your nearest Petry office.
^February 27, 1956 issue of Broadcasting-Telecasting shows KSTP offers more merchandising services than any other Twin City station
Radio WT C f B Tele
vision
MINNEAPOLIS • ST. PAUL Basic NBC Affiliate
*7/& /l/M&Um&L leaden? Qt&tfoK "
Represented by Edward Petry & Co., Inc
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NEW YORK CITY, N. Y.
OCTOBER 21, 1957
THIRTY-FIVE CENTS
BROADCASTING
THE B U S I N E S S W E E K L Y OF TELEVISION AND RADIO
The talent agent: 10% is a $50 million bite in television
FCC lays down the rules for national subscription tv test
Portland, Denver regionals; Dallas, Memphis end it this week
■
Loew's settles intramural dispute, gets set for tv push
Page 33
Page 82
Page 94
Page 100
BALTIMORE TV?
Channel 13 . . . from 3rd
lo a near 1st in 30 days!
Vestinghouse Broadcasting Company, Inc.
WIND represented by AM Radio Sales • WJZ-TV represented by Blair-TV
KPIX represented by The Katz Agency, Inc.
All other WBC stations represented by Peters, Griffin, Woodward, Inc.
RADIO
BOSTON, WBZ+WBZA
PITTSBURGH, KDKA
CLEVELAND, KYW
FORT WAYNE, WOWO
CHICAGO, WIND
PORTLAND, KEX
TELEVISION
BOSTON, WBZ-TV
BALTIMORE, WJZ-TV
PITTSBURGH, KDKA-TV
CLEVELAND, KYW-TV
SAN FRANCISCO, KPIX
After one month of the Channel 13 pro-
gramming schedule under Westinghouse
Broadcasting Company ownership, the lat-
est American Research Bureau (Sept. '57)
survey shows . . .
^ Out of 454 quarter-hour periods surveyed
while all 3 stations were on the air . . .
WJZ-TV leads in 195
Station B leads in 199!
Station C leads in 60
^ Share of audience— sign-on to sign-off . . .
WJZ-TV . .
Station B .
Station C .
35.5% .
38,2% .
25.1% .
. . up 24.5%
. down 4.9%
down 19.2%
AND LOOK AT THIS!
Buddy Deane Bandstand (3-5 PM, Monday
through Friday) is the top-rated local afternoon
program in Baltimore, with more than 50% adult
viewers— 2.5 viewers per set!
The Early Show (6-7:23 PM, Monday through
Saturday) is the highest-rated early evening show in
Baltimore— over 60% adults— 2.8 viewers per set!
Keith McBee's "7:23 News" is the highest-rated
news show, network or local, in Baltimore TV !
The Late Show is the highest-rated local show in
Baltimore TV!
For full details and availabilities, call Joe
Dougherty, WJZ-TV Baltimore Sales Manager,
at MOhawk 4-7600 . . .
*ARB, September, 1957
Now, it's
New ARB report taken just 30 days after our move to
full power shows an increase in every time segment for
HUNTINGTON
CHARLESTON
the SELLibrated station
of the Golden Valley
(Central Ohio)
CHARLESTON— Percentage Change
WHTN-TV
STATION B
STATION C
NOON-6 PM
+ 133.0
+ 1.8
-26.5
6 PM-MIDNIGHT
+ 141.0
+ 9.9
-24.0
6 PM-MIDNIGHT
(SAT & SUN)
+ 129.0
- 1.0
-16.8
SIGN-ON to SIGN-OFF
+ 136.7
+ 4.6
-19.9
HUNTINGTON— Percentage Change
WHTN-TV
STATION B
STATION C
NOON-6 PM
+ 17.0
-10.0
-15.0
6 PM-MIDNIGHT
+ 0.08
-10.0
+ 10.0
6 PM-MIDNIGHT
(SAT & SUN)
+ 15.0
-10.0
+ 1 1.0
SIGN-ON to SIGN-OFF
+ 15.0
-10.0
-10.0
Yes, WHTN-TV provides a new point of sale 1 ,000 feet above
average terrain powered by 316,000 watts ... is the only
station to put a Grade A signal over this entire booming market . . .
the only full power station in this power-packed valley
between Cincinnati and Wheeling.
It's time now to SELLibrate with
WHTN-TV
WHTN-TV
STATION
CHANNEL 1 3 ABC AFFILIATE Represented by
HUNTINGTON-CHARLESTON, WEST VA. Edward Petr/ 4 Co ,nc
One Does It
In Des Moines!
A COWLES OPERATION
KRNMV
Full Power Channel 8 In Iowa
KRNT-TV SCORE
244 FIRSTS
in 481 Quarter Hours
(THE SEPT. 5-11 A. R. B.j
TOP TEN MULTI- WEEKLY
KRNT-TV, seven firsts
' 1. Russ Van Dyke News
! 2. Al Couppee Sports
' 3. Don Soliday News
4. Early Show
' 5. Paul Rhoades News
6. News
" 7. Garry Moore
" 8. Bill Riley Time
9. News, Weather,
and Sports
v10. Gordon Gammack
tie
10:00 P.M
10:20 P.M
12:30 P.M
4:30 P.M
6:00 P.M
10:00 P.M
8:00 A.M
12:00 Noo
( 6:15 P.M
(10:20 P.M
6:15 P.M
Average
Rating
40.6
28.4
14.8
12.9
12.7
11.5
11.3
10.9
10.6
10.6
9.9
TOP TEN ONCE- A- WEEK
* KRNT-TV, Six Firsts
* 1. Ed Sullivan
* 2. What's My Line
* 3. Gunsmoke
4. Wyatt Earp
5. Cheyenne
* 6. Playhouse 90
7. Lawrence Welk
* 8. Climax
9. Hit Parade
*10. Robert Cummings
43.7
40.7
39.0
35.4
33.8
33.7
33.3
33.0
32.6
31.8
Published every Monday 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc., 1735 DeSales St.,
N. W., Washington 6, D. C. Entered as second class matter March 14, 1933 at Post Office, Wasl.ington, D. C, under act of March 3, 1879.
1-2-3 P
1 - TEXAS' TALLEST TOWER
KRLD-TV telecasts from atop Texas' tallest<U)wg-,3ytting l,521,feet
above its hilltop base - 1,685 feet above av^ge%Train. Fronl this
second tallest man-made structure in the world, KRLD-TV serve's one-
fourth of all the people in Texas who own one-third of Texas' sets,
plus those in five Oklahoma counties.
2 - MAXIMUM POWER
KRLD-TV operates on 100,000 watts, the maximum power of a low-
VHF frequency allowed by FCC. KRLD-TV beams 100 microvolts
or more to a greater area than covered by any other Texas TV station.
3 - CHANNEL 4
KRLD-TV's Channel 4 enables it to reach farther with a strong, clear
signal. Channel 4 is the lowest frequency channel in the Dallas-Fort
Worth area.
an unbeatable combination that makes
KRLD-TV
the Biggest buy in the Biggest market
in the Biggest state
The BIGGEST buy in the BIGGEST market in the BIGGEST State
X>oMm
POWER
Owners and operators of KRLD, 50,000 Wotts
The Times Herald Station . . . The Branham Co.,
Exclusive Representative.
JOHN W. RUNYON CLYDE W. REMBERT
Chairman of the Board President
Page 4 • October 21, 1957
Broadcasting
closed circuit:
BABY ACTS UP • Speaker Sam Rayburn,
who espoused formation of House Com-
mittee on Legislative Oversight (Moulder
Committee), understood to be indignant
over witch-hunt aspects of inquiry, going
into entertainment and expense vouchers
of members of independent commissions.
It's learned Mr. Rayburn feels this tack
is ridiculous and goes far afield from type
of inquiry House leadership had in mind
in seeking to ascertain whether independ-
ent agencies had become subservient to
executive branch and were bypassing con-
gressional jurisdiction.
•
Following sharp and sometimes bitter
controversy at public hearing last Thurs-
day between Republican members of
Moulder subcommittee and Dr. Bernard
Schwartz, executive director and chief
counsel of committee, over mailing of
questionnaires to commissioners of inde-
pendent agencies, New York U. professor
was heard to murmur aloud: "Oh, to get
back to teaching law."
•
ABC-TV CHANGES • Changes at ABC-
TV aren't over yet. In latest move, Gene
Accas, now administrative vice president,
is slated to become vice president in charge
of sales development, reporting to Don
Coyle, vice president for research and sales
development. James T. Aubrey Jr., pro-
gramming and talent vice president, also
due for promotion to new but as yet not
definitely titled post under Oliver Treyz,
now vice president in charge of tv. Look-
ing to that time, network is considering
new key program executive to serve under
Mr. Aubrey. In another move, but unre-
lated to these, Thomas Velotta, v. p. and
administrative officer for news, special
events, sports and public affairs, is slated
to transfer to West Coast in executive post.
•
Shuffle of personnel and accounts from
Joseph Katz Co. to newly-formed Keyes,
Madden & Jones (successor to Russel M.
Seeds Co.) seems to continue unabated.
Roselux Chemical Co., Brooklyn (Rose-X
brand of bleach, starch and cleaning com-
pound) and Charles Chappell, Katz vice
president-plans director, reportedly are
next to make switch.
•
THIRD VERSION • Shortly to be an-
nounced will be formation of Skiatron
Franchises Inc. to handle licensing of Ski-
tron closed-circuit installations throughout
country. New company will function with
Skiatron basic toll tv patents but will not
be corporately identified either with Arthur
Levy's Skiatron Electronic Co. or Matty
Fox's Skiatron Television Inc.
•
Louis B. Nichols, spokesman for FBI
Director J. Edgar Hoover, may possibly
wind up in communications field after
Nov. I FBI retirement following 23 years'
service. While Mr. Nichols plans to vaca-
tion for month, it's learned authoritatively
that among several enticing offers he has re-
ceived is one from RCA. Among Mr.
Nichols' duties as FBI news contact has
been supervisory charge of Bureau's Divi-
sion of Records and Communications.
•
BOOSTER BUSINESS • At behest of
Gov. Steve McNichols of Colorado, FCC
Comr. T. A. M. Craven is spending this
week in that state to investigate on-channel
booster operations, which have been de-
clared illegal by FCC. Informal investiga-
tion will cover number of operations in
state authorized last year by former Gov.
Edwin C. (Big Ed) Johnson in defiance of
FCC ruling. Request for Comr. Craven
was made because he is FCC's only engi-
neer member and is familiar with on-
channel booster vs. translator operation.
•
J. Glen Taylor, for past 20 years an
executive in General Tire family and for
past six years vice president of RKO Tele-
radio Pictures Inc., is resigning effective
Nov. I and will return to his family home
near Norfolk, Va. He will continue his
personal business interests in New York
and Virginia.
•
UA LOOKS AT STATIONS • Will United
Artists Corp. follow trend to station owner-
ship set by other Hollywood studio interests
such as Paramount, MGM and RKO?
United Artists, giant financing-distributing
organization backing independent pro-
ducers, seems to be finding potential gold
mine in leasing post- 1948 films to tv and
has announced plans to diversify into
phonograph record and music publishing
fields (Film, Oct. 14). On station acquisi-
tion, one top executive readily admits
"we've been giving it some" thought," but
no decision has been made.
•
Public Relations Society of America may
face public relations problem of its own —
among broadcasters, anyway — if it sticks
to current plan for media presentations at
its annual convention in Philadelphia next
month. It's allotted 35 minutes to news-
papers, 35 minutes to magazines and 35
minutes for radio and tv to divide between
them. Broadcasting leaders feel radio and
television are entitled to 35 minutes apiece.
Named to make broadcasting presentations
at Nov. 18 session were Robert E. East-
man, president of ABN, and Oliver Treyz,
vice president in charge of ABC-TV.
SLOW PAY CURE «> In effort by group
of Adam Young Inc.-represented stations
to encourage agencies to pay their broad-
cast bills more promptly, outlets are seri-
ously considering stipulation in new rate
cards which would withhold 2% of 15%
agency commission if stations' bills are
not paid by 15 days after invoices are sent
out. Proposal is said to have evoked en-
thusiasm from station managers at recent
meeting held by Adam Young, and think-
ing is that more powerful outlets will
initiate move at outset and gauge results,
e
Colorado Broadcasters and Telecasters
Assn. reports mounting congressional in-
terest in multi-faceted campaign involving
several issues, particularly Smathers bill
pertaining to BMI-ASCAP controversy and
political broadcasting. It's understood Colo-
rado congressmen have besieged associa-
tion with requests for more information.
•
CO-OP PROGRAM • United Nations
Radio, which in past has given permission
for sponsorship of its recorded radio pro-
grams in limited number of major markets,
understood to have reached agreement with
MBS to allow its shows to be carried on
network and sold locally to institutional
clients. MBS said to be planning to scrap
its Sunday night sustaining UN program
and substitute three-day-a-week, 10-minute
United Nations Radio Review. MBS offi-
cials believe programming is keyed to
sponsorship by local banks, insurance com-
panies and comparable institutions.
•
MBS reported to be in closing stages of
negotiations with R. J. Reynolds Co., Wins-
ton-Salem, N. C, for sponsorship of ex-
tensive schedule of newscasts and adjacen-
cies amounting to more than $200,000
gross. Discussions expected to end this
week with advertiser pointing to early
November start for campaign. Both Camel
and Winston cigarettes probably will be
advertised. Agency: Wm. Esty Co., New
York.
•
RADIO POWER • Rare in this television
era is filing of application of maximum
power in radio. WAPI Birmingham, now
operating with 10,000 w day, 5,000 w
night on 1070 kc, has applied for 50,000
w daytime with directional antenna, con-
tinuing with 5,000 w at night.
•
Mapping realignment of Sunday evening
schedule, ABC-TV officials plan to put ac-
tion show into 8:30-9 spot following hour-
long Maverick. One being considered is
OSS, now seen Thursdays at 9:30-10 p.m.,
but this may be forestalled by possibility of
product conflicts between Mennen, sponsor
of OSS, and Helena Rubinstein Inc., which
has signed to sponsor Sid Caesar-Imogene
Coca show when it starts in January. Sun-
day 8:30-9 period occupied by Bowling
Stars, half-sponsored by American Machine
& Foundry.
Broadcasting
October 21, 1957 • Page 5
SYRACUSE
in these OMAHA
4 key markets KANSAS CITY
PHOENIX
* Om oj) ik, Family "
MEREDITH RADIO and TELEVISION STATIONS
KANSAS CITY KCMO KCMO-TV The Katz Agency
SYRACUSE WHEN WHEN-TV The Katz Agency
PHOENIX KPHO KPHO-TV The Katz Agency
OMAHA WOW WOW-TV John Blair & Co.- Blair-TV
Meredith Stations Are Affiliated With M\n HoillCS and IliirdlMIS and Successful Farming Magazines
Page 6 • October 21, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY STATIONS
Talent Agents: They Get $50 Million Yearly From Tv —
Broadcasting presents the results of its intensive research
into that relatively unpublicized field. Page 33. Also, what are
the tv network packages owned by the agents? Page 36.
And who are the top talent men in the field? Page 46.
ADVERTISERS & AGENCIES
Foote Takes Long-Awaited Step — Emerson Foote, former
Foote, Cone & Belding president and subsequent executive
vice president of McCann-Erickson, "at liberty" since res-
ignation last January, buys into and becomes chairman of
Geyer Adv., New York. Page 66.
Uniform Standards for All Media — Burnett's Banks says
it will be next major step in measurements. He speaks at
Audit Bureau of Circulation session in Chicago where media
costs are analyzed. Page 70.
There's Radio Money in Bacteria — Dowd, Redfield & John-
stone, a drug-heavy agency, kicks off saturation spot drive
for Citroid compound, details how it makes most of the
broadcast buck for its diversified clientele. Page 60.
Pioneer Pennsylvania Uhfs Merge — WARM-TV Scranton
and WILK-TV Wilkes-Barre will become "regional" outlets
as majority control is acquired by Transcontinent Television
Corp. Page 108.
Contempt or Not? — Broadcast newsmen involved in juri-
dicial tangles for purportedly affronting the delicate sensi-
bilities of the courts. It may take U. S. Supreme Court to
decide if reporters must reveal their news sources. Page 86.
TRADE ASSNS.
Reporting Equality — NARTB regional meetings in Port-
land, Ore., and Denver review progress in broadcast journal-
ism. Page 94.
Meeting of Promotion Minds — Nov. 1-2 agenda of Broad-
casters Promotion Assn. seminar in Chicago practically set.
Page 96.
PROGRAM SERVICES
Toll Tv Closer in L. A. — City council removes one barrier
in approving three companies for franchises. Page 106.
L & N Makes Spirited Gain — Lennen & Newell gets egg
in its beer as agency nets not only broadcast-conscious Gun-
ther Brewing Co. but also Cinzano vermouth accounts, gives
L & N first hops account since losing $12-million Joseph
Schlitz Brewing Co. billing in 1955. Page 66.
FILM
Leo the Lion Likes Tv — Its corporate body somewhat battered
following year-long investors' fight, but triumphant following
day-long proxy battle in New York, Loew's Inc. plans "vig-
orous" expansion in tv field, according to victorious incum-
bent President Joseph R. Vogel. Page 100.
OPINION
How Hard Is Hard Sell? — Sumner Lyon of Morse Interna-
tional utilizes Monday Memo to disagree with those who
feel hard sell can mean only the straight-punching approach.
Page 143.
Push Your Local Dodge Dealer — That's the advice of
Dodge's Arnold C. Thomson who says retailers should do a
better job with local media. Page 139.
Radio-Tv Has to Take a Stand — Oregon Gov. Robert D.
Holmes gives a stern reprimand to broadcasters who avoid
a definite editorial policy. It boomerangs by creating public
disrespect for radio-tv, he says. Page 138.
GOVERNMENT
Sights Set by Oversight — Moulder committee prevails on
right to see almost everything it wants in agencies' files; CAB
at public hearing agrees to furnish committee staff with all
material requested but pleads that personal papers of "de-
cisional" nature be kept inviolate. Page 88.
How Pay-Tv Tests Should Work — FCC issues specifications
for three year toll tv test, limits test operations to those
areas receiving at least four grade A signals, places no re-
strictions on uhf or vhf participation, imposes non-exclu-
sivity provisions in report. Page 82.
Big Calendar in Appeals Court — Fate of key FCC de-
cisions may be decided this term in U. S. Court of Appeals.
They include KTVI (TV) St. Louis temporary operation
on ch. 2 there; WCDA (TV) Albany, N. Y., authority to op-
erate temporarily on ch. 10 there; Philco attack on NBC
stations in Philadelphia; economic injury issue; tv grants and
deintermixture decisions. Page 84.
INTERNATIONAL
Yankee Sound in Siam — Radio is a flourishing business in
the Kingdom of Thailand, as international advertisers will
attest. New programming has a streamlined, American look.
Page 114.
DEPARTMENTS
ADVERTISERS & AGENCIES... 60
AT DEADLINE 9
BUSINESS BRIEFLY 78
CLOSED CIRCUIT 5
COLORCASTING 49
EDITORIAL 144
FILM 100
FOR THE RECORD 125
GOVERNMENT 82
IN REVIEW 17
INTERNATIONAL 114
LEAD STORY 33
MANUFACTURING 103
MONDAY MEMO 143
NETWORKS 104
OPEN MIKE 24
OPINION 138
OUR RESPECTS 28
PEOPLE 120
PLAYBACK 140
PROGRAMS & PROMOTIONS. . 134
PROGRAM SERVICES 106
STATIONS 108
TRADE ASSNS 94
UPCOMING 133
x1 I D
Broadcasting
October 21, 1957 • Page 7
WHB: Prime Factor in the Prime Time
from
it
and from
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■ill 111!
ill IX*
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WHB talks to 54.1% of the Kansas City audience (Nielsen)
It's a WHB world
Prime...
or anytime..
Ask to see the WHB area dominance story — packed with convincing documentation!
TO
Latest AREA NIELSEN: WHB first with 48.5%, 6 a.m.-6p.m.
Latest PULSE: WHB first every quarter hour.
Latest HOOPER: WHB first with 42.4% all-day average.
Latest TRENDEX: WHB first with 42.1% all-day average.
WHB 10,000 watts on 710 kc
Kansas City, Missouri
Talk to Blair ... or WHB General Manager George W. Armstrong
WDGY Minneapolis St. Paul flf
REPRESENTED BY JOHN BLAIR St CO.
WHB Kansas City
,g a [ m , REPRESENTED BY JOHN BLAIR St CO.
I I V_-> iSl WTIX New Orleans
_ _ „ A V > « Otri - M r ' REPRESENTED BY ADAM YOUNG INC.
today s sel.i_in<=> VVQAM Miami
OFFICE: OMAHA, NEBRASKA REPRESENTED BY JOHN BLAIR St CO.
Page 8
October 21, 1957
Broadcasting
at deadline
AB-PT Third Quarter Profits
Slightly Under Pace in 1956
Estimated net operating profit of Ameri-
can Broadcasting-Paramount Theatres Inc.
for third quarter of this year was $1,333,-
000 (30(£ per share) compared to $1,484,-
000 (34^ per share) for same period last
year, President Leonard H. Goldenson
announced Friday. For first nine months
of year, estimated net operating profit was
$4,033,000 (94tf per share) compared to
$5,686,000 ($1.31 per share) in same pe-
riod of 1956.
Mr. Goldenson said "there was the usual
seasonal decline in business during the
summer months" in broadcasting division.
He earlier reported ABC this year had
been running behind last year but said
difference "was steadily narrowed in each
quarter, continuing through the third quar-
ter as well." He claimed new ABC-TV fall
programs "are indicating good audience
gains over what the network was delivering
a year ago." Mr. Goldenson reported the-
atre business during third quarter exceeded
previous year's results "and was particu-
larly good during the summer months.
TLF Broadcasters Name Morby
Appointment of Ole G. Morby, formerly
business manager of MBS, as coordinator,
broadcast operations, for TLF Broadcasters
Inc., announced Friday by Time Inc. radio-
tv subsidiary. He will headquarter in New
York and report to Weston C. Pullen Jr.,
Time Inc. vice president for broadcasting.
TLF Broadcasters operates KLZ-AM-TV
Denver, KDYL-KTVT (TV) Salt Lake City,
WFBM-AM-TV Indianapolis, WTCN-AM-
TV Minneapolis and WOOD-AM-TV Grand
Rapids. Mr. Morby earlier was manager of
station relations for CBS Radio.
Lewis Files Counter-Suit
Counterclaim asking $5,000 damages for
expenses and damage to his business and
reputation has been filed by Fulton Lewis
Jr., MBS commentator, against Mrs. Pearl
A. Wanamaker, former Washington State su-
perintendent of education, in U. S. District
Court, D. C. Mrs. Wanamaker had sued Mr.
Lewis in number of states, also naming MBS
and affiliated stations as defendants, on
ground he had libeled her in broadcast.
Many of these suits have been dismissed.
Toll Tv Rules Printing Set
FCC announced Friday that full printing
of toll tv "First Report" issued last week
(see page 82) will be made by Government
Printing Office. Text will be printed in
Federal Register, about Oct. 23, Commis-
sion said, and in weekly report of FCC de-
cisions, No. 12, Oct. 25. FCC suggested
orders be sent directly to Government Print-
ing Office, Washington 25, D. C.
Cost of WVUE (TV) Changes
Cited in Storer Drop for Quarter
Third quarter net earnings after taxes of
Storer Broadcasting Co. amounted to $820,-
008, company reported Friday. Earnings per
share amounting to 33<£. This compares to
1956 third quarter earnings of $1,066,019
and 43^ share. Nine months net earnings
after taxes were $5,249,492, compared to
1956's nine months earnings of $3,911,464.
Per share earnings for this year nine months
totaled $2.12 compared to $1.58 in 1956.
Costs of reorganizing WVUE (TV) Wil-
mington, Del. (formerly WPFH [TV]) have
been substantial, company said, and have
adversely affected operating results for third
quarter. Current WVUE bookings are en-
couraging, it said. Storer bought Wilming-
ton station (and companion WIBG-AM-FM
Philadelphia) last May.
Advertising Handicaps Self,
Mithun Declares at 4A Meeting
Modern advertising is handicapped by "a
media barrier," Ray Mithun, president,
Campbell-Mithun, Minneapolis, said Friday
in address to Central Region of American
Assn. of Advertising Agencies meeting at
Sheraton Blackstone Hotel, Chicago.
Mr. Mithun criticized "traditional and
unimaginative approach" in selection and
use of media through "safe purchasing" and
said advertising buyers should "depend less
on slide rules and more on creative imagina-
tion and professional judgment." He con-
tended buyers show willingness to follow
established patterns and follow standard
publication and network rate cards.
Patterson Buys Boise Daytimer
KYME Boise, Idaho, sold Friday by
Roger L. Hagadone, president, to Keith E.
Patterson, general manager of KONP Port
Angeles, Wash. Price was $120,000. KYME
is on 740 kc, 500 w daytime. Hamilton,
Stubblefield, Twining & Assoc. was broker.
LIKE TOPSY
Television's audiences have grown
so much that 1956's 38th-ranked show
would have been in 1953's top ten,
TvB reported Friday on basis of A. C.
Nielsen Co. data. George Huntington,
sales development director, said more
than one-third (34%) of all evening
network programs now deliver 10 mil-
lion or more homes per telecast and
that number of 10-million-home
shows has jumped from 15 to 45 since
1953 while number reaching less than
three million has dwindled from 52
to 11.
o BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 60.
CONSIDERING FIRST PLUNGE • Nor-
wich Pharmacal Co., Norwich, N. Y., re-
portedly considering television network for
first time, may pick up six Dragnet shows on
NBC-TV on alternate weeks after first of
year. Program is sponsored by Schick Inc.,
whose biggest push is for Christmas sales
and would be willing to relinquish six later
shows to Norwich. Liggett & Myers, through
McCann-Erickson, is alternate sponsor for
Dragnet (Thurs. 8:30-9 p.m. EDT). Benton
& Bowles is Norwich agency.
MANHATTAN AFTER SUNDOWN •
Manhattan Shirt Co., N. Y., through Peck
Adv., N. Y., considering evening shows on
several networks.
KEEPS HUSTLING • Sterling Drug
(Fizrin, Bayer aspirin), N. Y. has renewed
television spot campaign in 30 markets, ef-
fective immediately, for 52 weeks. Agency
for Fizrin is Compton Adv.; for Bayer,
Dancer-Fitzgerald-Sample, both N. Y.
TO SELL FOR CHRISTMAS • Elgin Na-
tional Watch Co., Elgin, 111., considering
participations in several special shows for
pre-Christmas promotion on NBC-TV.
Agency is J. Walter Thompson Co., N. Y.
DEALERS BACK FORD • Ford Dealers,
backing up heavy network buys of Ford
Motor Co., purchasing heavy burst of spots
in radio-tv Nov. 1-21 for '58 models through
J. Walter Thompson Co., N. Y. Drive calls
for 1,900 radio and 330 tv stations. Mean-
while, Ford Motor Co., for new trucks, is
placing spot tv drive through JWT on 229
stations in 80-100 markets Nov. 7-16.
MAY PACK BAG • General Foods, N. Y.,
sponsor of Fury on NBC-TV (Sat. 11-11:30
a.m.) through Benton & Bowles, N. Y., con-
sidering move to another time and possibly
another network. Agency talking to both
NBC-TV and CBS-TV.
SIX WEEKS OF SPOT TV • Nestle Co.
(Maggi-Protein Drink), White Plains, N. Y.,
said to be launching six-week, spot tv cam-
paign end of October using 15-20 major
markets. Day, minute spots to be stressed.
Agency: Dancer-Fitzgerald-Sample, N. Y.
BUYS MBS NEWS • American Home Prod-
ucts, Whitehall Div. (Anacin), N. Y., signed
with MBS to sponsor three five-minute news-
casts, Mon-Fri., for eight weeks, starting
today (Mon.). Agency: Sullivan, Stauffer,
Colwell & Bayles, N. Y.
Broadcasting
October 21, 1957 • Page 9
PEOPLE
at deadline
Broadcasters Well Represented
At Events During Queen's Visit
Radio-tv figures were among guests at
Washington social events last week during
visit of Queen Elizabeth of Great Britain.
At President Eisenhower's dinner Thursday
was William S. Paley, CBS board chairman.
Mrs. Paley was ill with flu. Others with
broadcast connections who attended with
wives were Ambassador to Court of St.
James, J. H. (Jock) Whitney, Corinthian
stations; George E. Allen, Avco-Crosley
director; Gordon Gray, Director of Defense
Mobilization and principal owner of WSJS-
AM-TV Winston-Salem, N. C; Fred A.
Seaton, Secretary of Interior and owner of
Nebraska-Kansas stations; Senate Majority
Leader Lyndon B. Johnson (Mrs. Johnson
owns KTBC-AM-TV Austin, Texas) and
Sigurd S. Larmon, president of Young &
Rubicam.
Guests at Friday luncheon given by Vice
President Nixon included Robert Sarnoff,
NBC president; Benjamin McKelway, editor
of Washington Evening Star (WMAL-AM-
FM-TV); Mrs. Philip Graham, wife of presi-
dent-publisher of Washington Post, Times-
Herald (WTOP-AM-FM-TV) ; Jack R.
Howard, president of Scripps-Howard News-
paper Alliance and owned stations; John S.
Knight, publisher of Knight Newspapers
(WAKR-AM-FM-TV Akron, WCKR-
WCKT [TV] Miami), Frank Stanton, CBS
president.
WMAL-TV Avoids Queen Critic
WMAL-TV Washington canceled ABC-
TV Mike Wallace Interview Oct. 19 (10-
10:30 p.m. EDT) because program guest was
Malcolm Muggeridge, former editor of
Punch magazine. WMAL-TV General Man-
ager Fred S. Houwink explained Mr. Mug-
geridge is outspoken critic of British royal
family. Since Queen Elizabeth and Prince
Philip were Washington guests, station felt it
would be in questionable taste to telecast
program "that might cast a shadow" over
. visit in view of interviewer's technique of
probing for newsworthy responses on pro-
gram. WMAL-TV had planned special pro-
gram features that evening in honor of royal
visit.
British Buy Eight More
CBS Television Film Sales has sold eight
more series to Associated Rediffusion Ltd.
and Granada Tv Network, giving distributor
total of 22 shows scheduled for showing in
England, Leslie T. Harris, vice president-
general manager, announced Friday. New
series sold include The Gray Ghost, Have
Gun, Will Travel, The Millionaire, The
Whistler, San Francisco Beat, The Eve
Arden Show, Mr. Adams and Eve and
Trackdown.
Chain of Ch. 72 Translators
Proposed Around New England
Proposal to establish chain of ch. 72 trans-
lator stations throughout New England made
by Springfield Tv Broadcasting Corp., re-
ported Friday in FCC announcement of
petitions for rulemaking. Springfield petition
seeks uhf channel changes in score of com-
munities so ch. 72 may be assigned to south-
ern Vermont, southwestern New Hampshire
and northwestern Massachusetts. Petitioner
is licensee of ch. 22 WWLP (TV) Spring-
field, Mass., and of satellite ch. 32 WRLP
(TV) Greenfield, Mass., operates translator
ch. 79 in Claremont, N. H, holds grant for
translator ch. 71 in Newport, N. H, and is
applicant for translators in Lebanon, N. H.,
and Bennington and Rutland, Vermont.
WWLP also asked FCC to allocate ch. 15
to Concord, N. H, changing channels in
Portsmouth, N. H, and St. Johnsbury, Vt.
Other petitions for rule-making included:
Cascade Broadcasting Co. which seeks allo-
cations of chs. 22, 44, and 50 to Walla
Walla, Wash., deletion of chs. 5 and 8 from
that city. Cascade operates ch. 29 KIMA-TV
Yakima, ch. 19 KEPR-TV Pasco, ch. 43
KBAS-TV Ephrata, all Wash., and ch. 3
KLEW-TV Lewiston, Idaho.
Free Choice of Music Sources
Among Region 7 Resolutions
Broadcasters should have access to variety
of music sources, NARTB Region 7 dele-
gates resolved Friday at close of two-
day Denver meeting (earlier story page 94).
Other resolutions called for renewed efforts
on behalf of industry public relations, urged
FCC not to act on pay tv applications be-
cause of lack of congressional direction;
opposed any encroachment on present
broadcast channels; commended NARTB
for proposed tariff revisions on transmission
lines, and called for equal radio-tv access
to public events.
President Harold E. Fellows unable to
take part in meeting because of flu. He
hoped to take part in Dallas regional meet-
ing Tuesday-Wednesday.
PLEADS PAY CASE
NARTB was scored in surprise floor
comment at NARTB Region 7 busi-
ness session Friday in Denver by Dale
G. Moore, KBMN Bozeman, Mont.,
associated with Bozeman Community
Tv Inc. (community antenna system),
for taking "too adamant a stand on
commercial subscription television."
He felt industry should keep pay tv
in bailiwick of broadcast spectrum as
contrasted to cable systems and as-
serted association stand is "hurting
best interests of radio-tv industry."
SYLVESTER L. (PAT) WEAVER, head
of Program Service Inc., N. Y., named to
U. S. Information Agency's broadcast ad-
visory committee. He succeeds CHRIS J.
WITTING, Westinghouse Electric Corp.,
who resigned.
ARTHUR A. BRANDT, veteran appliance
merchandising and sales executive, retires
Oct. 31 from General Electric Co.'s tv re-
ceiver department. Formerly general sales
manager of department, he recently has
served as liaison with GE's international
sales organization.
BOB KROLL, formerly tv copy director of
Warwick & Legler, N. Y., to Donahue &
Coe, N. Y., as tv copywriter.
Intermountain Mulls Revamp
Of Regional Network Set-up
Possibility that Intermountain Network
might emerge as full-blown independent
regional network, as distinct from present
MBS-station affiliate setup, hung in balance
Friday. Meeting was scheduled over week-
end between Mutual officials and Rocky
Mountain-area group, which claims about
60 stations (seven owned outright), about
50 of them MBS-affiliated. It's understood
Intermountain affiliates want to hear Mutual
programming and other plans under new
ownership before considering "new alterna-
tives." Under one plan, stations would clear
Sunday noon segment for commercial re-
ligious programming, with overall promise
of greater rate compensation.
Willoughby Retiring at FCC
John A. (Doc) Willoughby, assistant to
FCC chief engineer and 40-year veteran of
government service, retires end of this
month. Mr. Willoughby was born in Flor-
ence, S. C, in 1891, entered government
service in 1912 as employe of the Archi-
tect of the Capitol, joined National Bureau
of Standards as a radio aide (at $540 per
year) and rose to rank of associate physicist
(at $1,800) in 1918. He also worked for
Post Office Dept., McCook Field, Dayton,
Ohio; and with Mantle Lamp Co., Chicago,
before joining Federal Radio Commission
in 1930 as associate radio engineer. Mr.
Willoughby lives in Washington with wife.
Bartlesville Not Too Enthused
Video Independent Theatres Inc., oper-
ating wired pay-tv service in Bartlesville,
Okla. [Lead Story, Sept. 9], "has per-
suaded only 500 of Bartlesville 8,000 set
owners to pay $9.50" and has 200 orders
for connections, according to New York
Times Friday. Thirty, asked to have service
discontinued after month of free trial in
September, Times said in article headlined
"Oklahoma Town Cool to Toll Tv."
"There was almost unanimous approval of
the lack of commercials," article continued,
quoting Henry S. Griffing, Video president,
as saying he would never lift ban on adver-
tising. Broadcasters "have expressed wry
doubts on this," said Times.
Page 10 • October 21, 1957
Broadcasting
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IN REVIEW
THE TWENTIETH CENTURY
Those who have charged that television
lacks purpose and direction ought to take
another look, especially at CBS-TV's The
Twentieth Century series which premiered
yesterday evening (Sunday). It is an am-
bitious, free-wheeling project which not only
embodies the past, the present and the future,
but which also involves tv's first "standby
advertising contract" [Advertisers & Agen-
cies, March 18]. If this series in the future
lives up to the near-perfect craftsmanship
of the first two episodes, then CBS will
have scored nothing less than an absolute
triumph. This, in spite of the fact that
Twentieth Century comes at least two years
after rival NBC launched its now-famous
Project XX telementaries.
Last night's effort will be hard to surpass.
Within the span of an hour — uninterrupted
by a single commercial or station break —
CBS-TV issued a brilliant "portrait in sight
and sound" of 83-year-old Sir Winston S.
Churchill. Viewers watched Sir Winston
climb to the pinnacles of greatness only to
fall into valleys of ridicule and despair, and
saw him rise again like a latter-day Phoenix.
It remains to be seen whether the other
Twentieth Century offerings will be as mov-
ing as this one, but a screening of the rough
proofs of next week's "V-2: Guided Mis-
siles" and other blockbusters in the CBS
Public Affairs arsenal, would indicate the
season has produced the best documentary
series in tv history. Unlike Henry Salomon's
Project XX group, which so far has re-
stricted itself to categorizing historical
events, Burton (Bud) Benjamin and staff
have imposed no space or time limits. With
the Benjamin group looking into the past,
Jim (Air Power) Faichney and Les Midgeley
handling the present and Al Wasserman and
Steve Fleischman scouting the future, the
world appears to be CBS-TV's oyster and so
far it looks to be most appetizing tv fare.
While there is something to be said for
the charge that tv is devouring the flesh and
blood of the theatrical newsreel it is helping
to kill, Twentieth Century proves that it
takes more than a skilled film editor's hand
to make a show. It takes daring and imagina-
tion and above all, skilled writing which
CBS-TV has hired from outside the medium,
in itself a noteworthy act.
A final word about the "hook" — one of
the most imaginative openings in program
history: It is a 30-second animated film
tableau by Storyboard Inc.'s John Hubley
that can leave no doubt in anyone's mind
that The Twentieth Century was, is, and will
continue to be a program of excitement and
ingenuity.
Production costs: Approximately $80,000
for the one-hour, $45,000 for 30-minute
shows.
Sponsored by Prudential Insurance Co. of
America through Reach, McClinton Co.,
on CBS-TV, Sun., 6-7 p.m. EDT
(Churchill). Started Oct. 19.
Producer: Burton (Bud) Benjamin; associate
producer: Isaac Kleinerman; narrator:
Walter Cronkite; musical director: Alfredo
Broadcasting
Antonini; production manager: Norton
Bloom; score: George Antheil.
Churchill script by John Davenport and
Burton Benjamin; V-2 script by Hanson
W. Baldwin.
THE OCT. 13 SPECIALS
An entertainment lateral from Rexall to
Edsel to Esso succeeded in making Oct. 13
one of the more delightful Sunday evenings
in network television, Three specials had
viewers tuning to NBC-TV at 6:30 for the
hour-long "adult" version of Pinocchio,
switching to CBS-TV for 60 minutes of
nostalgia and music from the Edsel Show
and jumping back to NBC-TV for the
nightcap — Standard Oil's 75th Anniversary
Show. The very palatable tv fare was served
this way:
PINOCCHIO — Excellent staging and mi-
nor miracles with cameras enhanced good
scripting and fine talent. The deepest bow
probably goes to the dance team of Mata &
Hari. Their interpretative dancing sequences
might have been a bit confusing to some
children who have not been exposed to
such modern treatment of the fairy tale. But
it was enjoyable for all ages.
Likewise, Jerry Colonna and Stubby Kaye
digressed from the storybook concepts of
their roles with success. Walter Slezak did
well throughout, even in the whale-stomach
sequence where he found the inscription,
"Jonah Was Here."
A last point: Mickey Rooney's publicity
agents for years have cried out that their
boss is typed as Andy Hardy and seeks
mature roles. The last such outburst came
earlier this year when Mickey did a George
M. Cohan tv role. Shortly thereafter, he
signed to be Pinocchio, certainly the epitome
of a juvenile role. His success Oct. 13 should
persuade him to drop his "protest."
THE EDSEL SHOW— Up until 8 p.m.,
Oct. 13, those moments on tv when genu-
ine talent is allowed its course — with style —
have been few and far between. Not since
last year's Chevrolet romp with Dinah
Shore and guest Frank Sinatra, the one-
shot Ford 50th Anniversary (Merman-
Martin) or the Light Diamond Jubilee shows
has there been such an hour of unrestrained
joy as the Edsel-sponsored special.
Even if the Ford people didn't quite
succeed in making America "Edsel-happy"
overnight, they should bask in an afterglow
of satisfaction for this effort. While the lau-
rels may be expensive, with $350,000 sunk
into the Edsel Show, Ford ought to feel par-
ticularly proud at sanctioning something so
rare, so marvelously simple and so stylish
among the "big ... big shows." This was a
show that had to be seen to be believed.
From Bing Crosby's opening with Louis
Armstrong on "That's Jazz!" to the solid
finish in which Mr. Crosby was joined by
Frank Sinatra and Rosemary Clooney, the
production never once faltered. Add to this
lineup a "surprise" appearance by Bob
Hope, the talents of two dancers named
Mr. Conn and Mr. Mann, the Norman Lu-
boff choir, a Gonzaga U. undergraduate
named Lindsay Crosby and a script un-
Continued on page 20
PROFILE OF YOUR
KBIG
AUDIENCE
61% 30% 4l/2% 4%%
Adult Adult Teens Children
Women Men
MATURE . . .
MALE & FEMALE . . .
COMFORTABLY WELL OFF
THAT'S A QUICK PROFILE of the
audience which rides the 740 spot of
the Southern California radio dial, as
analyzed in a new qualitative study by
The Pulse, Inc.
FIVE YEARS OF WOOING with
middle-of-the-road memory music,
interrupted only by award-winning
five-minute newscasts and easy-going
but brief chats by matured announc-
ers, have won an adult, able-to-buy
audience for KBIG.
RENTAL GROUPS
45% 32% 14% 9%
$60 $50 $35 Under
and Over to $59 to $49 $35
Any KBIG or Weed man would like to
show you the full picture.
JOHN POOLE BROADCASTING GO.
6640 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-3S0S
Nat. Rep. WEED and Company
October 21, 1957
Page 17
BLAIR -TV
WFIL-TV Basic ABC
WNBF-TV Bask CBS + ABC, NBC
WFBG-TV Basic CBS + ABC, NBC
THE KATZ AGENCY
WNHC-TV Bask ABC + CBS
BLAIR TELEVISION ASSOCIATES
WL8R-TV Independent. • •
World's Best Movies
Sources: ARB, Philadelphia, Aug. 1957/Telepulse, Binghamton, Baltimore, Kansas City, Houston, Nov,
1956 /Television Magazine, Nov. 1956/SRDS, Mar. )957/ARB, Altoona, June 1957/ARB Hartford-
New Haven, June 1957 /Television Magazine, Sept. 1957/Trendex, Rve-City Survey, Aug. 1957
\
A
Page 18 • October 21, 1957
Broadcasting
1
St
WFIL-TV
in Philadelphia! MORE audience,
SIGN-ON to SIGN-OFF, SEVEN
DAYS A WEEK, than ANY other
Philadelphia station !
1
St
WNBF-TV
from Scranton to Syracuse! 48.4%
average rating-SEVEN NIGHTS
A WEEK— MORE audience at
lower cost per thousand than any
station in Baltimore, Kansas City,
Houston and other major markets.
1
St
1
St
1
St
WFBG-TV
from Pittsburgh to Harrisburg!
143.4% MORE quarter-hour firsts,
noon to sign-off, Monday-Friday,
than nearest competitor.
WNHC-TV
from Massachusetts to Long Island !
DOUBLE the combined audience
of competition, SIGN-ON to
SIGN-OFF, SEVEN DAYS A
WEEK!
WLBR-TV
UHF station to cover the entire
LEBANON, LANCASTER, HAR-
RISBURG,YORK area— America's
Number 1 UHF market— and at
one-sixth the cost of nearest com-
petitor. 278,044 UHF homes; 73.2%
conversion ; 32.6% share of audience.
WFIL-TV
PHILADELPHIA, PENNSYLVANIA
WNBF-TV
BINGHAMTON, NEW YORK
WFBG-TV
A LT O O N A— J OHNSTOWN, PA.
WNHC-TV
HARTFORD-NEW HAVEN, CONN.
WLBR-TV
LEBANON — LANCASTER, PA.
Operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton, N. Y. / WHGB-AM, Harrisburg, Pa.
WFBG-AM • TV Altoona-Johnstown, Pa. / WNHC-AM • FM • TV Hartford-New Haven, Conn. / WL.BR-TV Lebanon-Lancaster, Pa.
Triangle National Sales Office, 485 Lexington Avenue, New York 17, New York
Broadcasting
October 21, 1957 • Page 19
BIG
and still growing
ROCKFORD
market power!
New industries continue to come to
Rockford . . . and companies already
here continue to expand. That is why
Rockford has become the NO. 1 City
in Illinois (outside Chicago) . . . and
a rich market for your products or
services. Rockford is the 2nd largest
machine tool center in the world . . .
34th in the USA in expendable income
. . . 36th in buying power . . . and
13th in Postal Savings.
BIG
and still growing
• Survey after Survey of 14
counties indicates Uncontested
Dominance of Northern Illinois-
Southern Wisconsin area by
WREX-TV.
* Combined rural and industrial
following . . . ideal for test
campaigns.
WREX-TV
sales power!
WREX-TV. — "The Viewers' Choice"
DELIVERS your message to the buyers
in this rich industrial and agricultural
market.
The consistent high quality in produc-
tion, promotion and merchandising of
both spots and programs has earned
many, major awards for WREX-TV this
year! For the best medium to reach this
Rockford area market consult H-R for
the WREX-TV story;
J. M. BAISCH, General Manager
REPRESENTED BY H-R TELEVISION, INC.
IN REVIEW Continued from page 17
burdened by pretentiousness, and it becomes
obvious that this hour will not be easily
forgotten.
STANDARD OIL CO. 75th ANNIVER-
SARY SHOW — There were a few lags in
this 90 minutes, but for the most part the
able and abundant talent made this special
sparkle. Imaginative production was evident,
the most noteworthy instance being a mod-
ern interpretative dance with no music ex-
cept Sputnik bleeps and other radio sounds.
Another good dancing bit was an artistic
presentation about a jewel thief and his
victim, performed by Marge and Gower
Champion.
Donald O'Connor and Sid Miller teamed
to spoof the current flood of horror films
and musical motion pictures with some
clever parodies and sprightly imitations of
well-known people. Jimmy Durante is always
a treat on tv but wound up his efforts for
the night with Bert Lahr in a nostaglic
comedy skit that was a bit labored.
Jane Powell, pretty to see and hear, did
not disappoint. The appearances of Duke
Ellington and Eddie Mayhoff didn't match
the pace of the show, particularly Mr. May-
hoff's too-lengthy monologue as an effi-
ciency expert. But perhaps the general high
quality of the rest of the show just em-
phasized this.
The program ended with an animated
film, "Energetically Yours," an informative
recountal of the history of energy, which
was perhaps a trifle on the "commercial"
side. It might have been more appropriate
for Standard Oil (New Jersey) to distribute
this film to tv stations as a public service
film (as it no doubt will), rather than to
include it within the framework of Esso's
special presentation.
Pinocchio production costs: Approximately
$100,000.
Sponsored by Rexall Drug Co. through
BBDO, on NBC Radio and Television,
Sun., Oct. 13, 6:30-7:30 p.m. EDT.
Created-staged by: Yasha Frank; executive
producer: David Susskind; producer:
Herbert W . Moss; director: Paul Bogart;
choreographer: Hanya Holm; radio narra-
tor: Ben Grauer.
Edsel Show production costs: Approximately
$350,000.
Sponsored by Edsel Div. of Ford Motor
Co. through Foote, Cone & Belding, on
CBS-TV, Sun., Oct. 13, 8-9 p.m. EDT.
A Gonzaga U. production from Hollywood;
producer-writer: Bill Morrow; staging and
choreography: Eugene Loring; director:
Seymour Barnes; associate producer:
Murdo MacKenzie.
* * *
Standard Oil 75th Anniversary Show pro-
duction costs: Approximately $650,000.
Sponsored by Standard Oil Co. (New Jer-
sey) through McCann-Erickson, in color
on NBC-TV, Sun., Oct. 13, 9-10:30 p.m.
EDT.
Produced by McCann-Erickson in associa-
tion with Showcase Productions; pro-
ducers: Terry Clyne, George Haight; di-
rector: Gregg Harrison; choreographer:
John Butler; staging: Cyril Ritchard; mu-
sical director: George Bassman.
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
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both old and new addresses.
BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*—The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Page 20 October 21, 1957
Broadcasting
Everyone flips when they see those top Metro ratings ... so if
you like your pleasure BIG, start programming those fabulous
MGM features now . . . and watch your spot billings multiply
to KING-SIZE proportions.
No need to buy em by the carton either (although you'll save
if you do). Even if you program only a few features a week
you'll find that MGM-TV has a plan to fit your requirements.
Pick any number of features from 1 to 723 for a F-L-E-X-I-B-L-E
package of the greatest motion pictures with the greatest stars.
There's more to Florida!
Today a scene typical of Florida would have to include
not only bathing beauties but soaring sales curves too.
This is particularly true of Jacksonville, major port and
focal point of a vast Southeastern distribution area.
There's Georgia, for instance
. . . where 34 counties fall within the Jacksonville area
covered by WMBR-TV. From this vast territory come
18.2% of automotive sales and 19.1% of gas station sales
for the entire state of Georgia. In Florida? WMBR-TV's
area accounts for 24.6% of the state's automotive sales
and 27.2% of service station sales. All in all, 22.1% of
auto product sales and 23.7% of service station sales
for Florida and Georgia combined are made within the
WMBR-TV 67 -county, two-state NCS area!
and WfttBR-TV, Jacksonville
maintains its far-in-front leadership with the 308,000
television families* in this area, thanks to its top-rated
CBS Television program schedule plus the finest local
shows and the best film product on the market. In every
audience study ever made, WMBR-TV has led in every
single quarter-hour of the week, 8 am to midnight!
WMBR-TV Channel 4, Jacksonville
Operated by The Washington Post Broadcast Division
Represented by CBS Television Spot Sales
*NCS, updated to 10-1-57.
GET THIS
The latest Nielsen Survey shows
that KTBS-TV, Channel 3#
Shreveport, Louisiana, gives you
a bonus of 13,120 MORE TV
HOMES than reached by Station
B.
This gives you a bonus spendable
income of MORE THAN $52,-
000,000.00* in this rich South-
west market with a total spend-
able income of more than SI ,-
323,801,000.00.
* Sales Management- June, 1957.
Your BONUS Station
With Maximum Power
KTBS-7i>
CHANNEL
SHREVEPORT
LOUISIANA
E. NEWTON WRAY.
President & Gen. Mgr.
NBC and ABC
Represented by
Edward Petry & Co., Inc.
Page 24 • October 21, 1957
OPEN MIKE
Even 'Jeannie' Is Worth It
editor:
Your "Pastime or Industry" [Editorial,
Oct. 7] was tops! If radio and tv would
refuse to treat as news the buildup or final
results of any event that is blacked-out to
radio and television, the threat of closed cir-
cuit would vanish.
A nice thought, but the history of our
industry shows we have never united in-
dustrywide in any fight. We pay for phono-
graph records when the record companies
should not only be supplying the discs but
paying us to promote them. We pay music
copyright fees that are split back to the
composers and artists who are begging us to
use their works. (In fact, this month stations
will pay ASCAP and BMI fees on revenue
from the World Series broadcasts where the
only music involved is a public domain tune,
"The Star Spangled Banner.")
I, for one, would enjoy a couple of years
of "Jeannie With the Light Brown Hair"
and no radio-tv "news" of the Giants and
Dodgers.
Ian A. Elliot
Manager
KATL Miles City, Mont.
Seconds Our Return
editor:
Congratulations on your 26th birthday
and my compliments on reverting to the old,
familiar name broadcasting!
As a regular reader of your fine journal,
I recall the early controversies that were
rampant in the field when tv came into being
as an advertising medium. Nevertheless,
your reports on all phases of the broadcast
business were always up to the minute and
could be depended upon for accuracy in
relating the facts.
Now that I am head over heels back in
tv, I am going to be more dependent than
ever upon broadcasting.
Norman C. Lindquist
National Sales Dept.
Ziv Television Programs
Chicago
Wants Music Licensing Outline
editor:
It would be a great service to broadcasters
if you would make available copies of your
very fine presentation of the ASCAP-BMI
fight as contained in your Sept. 9 issue. I
want some copies to send to my congress-
man and senators.
A. Lincoln Faulk
Manager
WCKB Dunn, N. C.
[EDITOR'S NOTE — Copies sent. Reprints of
BROADCASTING'S article also may be had
from BMI, 589 Fifth Ave., New York.]
Put Blame Where It Belongs
editor:
I agree with Charles Shaw's article [Trade
Assns., Sept. 23] on radio-tv news almost
100%. He places the blame for poor radio-
tv news coverage where it belongs. It is not
fair to criticize a disc jockey for doing a bad
job of reporting when the disc jockey is, ad-
mittedly, not a reporter. Rather, blame the
people who sent an unqualified man out to
do the job.
Dick Richmond
News Director
KTHT Houston, Tex.
Text for Today
editor:
The 15 members in my class would like
to enter a bulk subscription to Broadcast-
ing.
Donald S. Dixon
U. of Alabama
University, Ala.
Enclosed is my check for 18 four-month
subscriptions.
Clinton W. Bradford
Louisiana State U.
Baton Rouge, La.
Enter our order for 117 subscriptions
for our students.
Dr. David R. Mackey
Boston U.
Boston
Here is our order for 27 one-year subscrip-
tions.
Webb F. Evans
U. of North Carolina
Chapel Hill, N. C.
Please send 25 copies each week to Prof.
L. W. Kaiser, Cornell U.
Taylor Merrell
Triangle Book Shop
Ithaca, N. Y.
I am enclosing $295 to cover cost of
student subscriptions listed. We are very
happy to get Broadcasting for our students.
Mrs. Clair Gregory
Indiana U.
Bloomington, Ind.
I would like to enter a bulk order for 15
subscriptions of the three-month variety
... just the length of our term.
Kenneth L. Atkin
Michigan State U.
East Lansing, Mich.
Please send me a bulk subscription of 28
copies.
F. Virginia Howe
Kansas State College
Manhattan, Kan.
[EDITOR'S NOTE— BROADCASTING is proud
of the part it plays in classroom use and supple-
mental reading in radio/tv courses across the
nation. Special rates are available to recognized
schools. Write circulation manager for details.]
Two Sides to the Coin
editor:
Allow me to commend "The Pope's En-
cyclical" [Editorial, Sept. 23]. There is no
question but what those under the juris-
diction of the Pope should comply with his
directives. . . .
It is no wonder that incidents such as the
Broadcasting
GREEN BAY
GATEWAY TO THE
ST. LAWRENCE SEAWAY
PoVtt\aVion 1fn7,*00
EffecVwe Bu^\ncome...
M,S90,$!3,000
(2)
Wisconsin's Second Market
and growing faster than the rest of the state.
50th Market in the U.S.
in TV Homes
363,327 TV Homes
(3)
WFRV-TV Covers This Far-Above-Average
Market Best and Most Dependably
...with ABC and CBS
. . . . and the NTH Tower, 1165 Feel Above Average Terrain
Some Choice Availabilities
Soren H. Munkhof Exec. V.P. & Gen. Mgr.
WFRV Building, Green Bay, Wisconsin
HEADLEY-REED
TV
Nearest to
Heaven
Highest Antenna
in 5 State Area.
National Representative
(') Sales Management Survey of Buying Power, June 1957
(2) Same
(3) Television Magazine Market Book, August, 1957
Broadcasting
October 21, 1957 • Page
OPEN MIKE CONTINUED
We Enrolei Pas--- this is your
INDIANAPOLIS/ DES MOINES DAY!
Not a care in the world on Indianapolis-Des Moines day when you join
forces with WXLW and KSO, the two radio stations offering exclusive
programming with special emphasis on adult appeal ... a format that
delivers the kind of results you want.
WXLW, top-rated in Indianapolis (22.4 PULSE average!) is the only
radio station in town with "Impact" . . . two newsmobiles and two expert
reporters who scoop the rest with live, on-the-spot broadcasts of the
local news as it happens! WXLW listeners are always the best informed
folks in town, news-wise and product-wise, and they show it! Buy the
one radio station in Indianapolis preferred by a vast majority of product-
hungry Hoosiers— WXLW.
And to make your day complete . . . choose KSO-the station with adult
appeal in the rich Des Moines market. Already the number one salesman
in Des Moines, KSO is now forging to the front of the popularity parade,
with a music-and-news format that has become the brightest spot on the
dial. Let KSO brighten your day— with results!
5000 Watts Day Time
950 KC
Indianapolis, Indiana
5000 Watts Full Time
1460 KC
Des Moines, Iowa
Contact your nearest JOHN E. PEARSON representative
"Martin Luther"-WGN-TV episode oc-
curred. Even though the Catholic hierarchy
had not specifically urged an outburst by
their constituents in that instance, according
to their statement, nevertheless . . . encycli-
cal instruction through the lifetime of an in-
dividual cannot but influence and condition
him in the fashion as will cause him to
deny various rights and liberties to others.
Luther W. Martin
General Manager
KTTR Rolla, Mo.
editor:
As you know, there is nothing novel
about important ethnic groups influencing
communication media in America. . . .
Has tv suffered from this influence?
Shouldn't tv be moderated by consideration
for the groups to which it addresses itself?
As a matter of fact, is it not true that the
television industry and the entire country
has profited immensely from these restric-
tions? Do you mean to infer that the con-
tent of tv programs is of no concern to
more than 32 million American Catholics?
Clyde E. Beane
206 E. Chestnut St.
Glendale, Calif.
Memo From Madden
editor:
. . . Thank you for the space you devoted
to Keyes, Madden & Jones [Advertisers &
Agencies, Sept. 16]. It was a good story
and I'm sure it has helped the agency main-
tain and increase its momentum.
Edward Madden
President
Keyes, Madden & Jones
New York City
They're Buying Time
editor:
I was a bit surprised to see the item on
the Rosary Hour under Program Service
Shorts [Program Services, Sept. 30] and
stating that we offer for "distribution." This
is a wrong impression as we buy time for
Father Justin's Rosary Hour just as Young
& Rubicam buys time for General Foods'
Jello.
Forrest U. Daughdrill
Daughdrill Adv. Service
Fort Wayne, Ind.
Fm Upsurge in Australia
editor:
On behalf of the Commonwealth Broad-
casting Corp. of Sydney, Australia, whom I
represent in this country, I would like to
secure a reprint of the article in your April
8 issue, entitled "How Bright a Future for
Fm." Australia is believed to be in for an
upsurge of fm, and the management of
Commonwealth wish to have as much infor-
mation on the subject as is available.
Albert Deane
44 Westminster Court
New Rochelle, N. Y.
Page 26 • October 21, 1957
Broadcasting
R„ ft AAOIGTBON y" '""V
■■■ ■
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t II I
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I I I I I I I I
MINIMI
I I I I I I I I
You are looking at the beam power tube that has made
high-power UHF a practical reality. It has met and passed
the strenuous "shake-down" test of commercial UHF
station operation over a period of 2 years in daily service!
Already proved-in for long life and low cost per hour of
operation, RCA-6448 is the forerunner of a sweeping
technological advancement in power-tube design that will
open a new era in rf power levels — above and beyond
previous tube capabilities.
Your RCA Tube Distributor handles RCA Tubes for virtually
every application. For prompt tube delivery, call him.
RCA Tubes — for Long-Term' Power Delivery
TUBES FOR TELECASTING
RADIO CORPORATION OFAMERICA • HARRISON, N.J.
NIGHTTIME
WSAZ -TV
DELIVERS 1000 HOMES
BETWEEN
7:30 and 10:30 P. M.
FOR $1.30
The second station's
cost per thousand
homes is $2.39
84% Higher
The third station's
cost per thousand
homes is $5.42
317% Higher
AND ANYTIME
WSAZ-TV delivers
ONE THIRD more
total homes than
both other
Huntington-Charleston
Stations COMBINED
Source: June 1 957 ARB
All figures based on
260-time frequency
HUNTINGTON-CHARLESTON, W. VA.
Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Kalz Agency
CALL YOUR KATZ MAN
OUR RESPECTS
to Robert Allen Klein
BACK in 1951 when radio's road was a bit rocky, Robert Klein took over the
managerial reins at WD AS Philadelphia with two saving graces: the disregard of
a 25-year-old for trouble and a profound respect for the sales staff. Six intervening
years haven't altered Mr. Klein's outlook, except that now, more than ever, he
regards time salemen as very special people.
The decision by Philadelphia's oldest independent to entrust itself to the hands
of one of the youngest general managers of a metropolitan radio outlet may have
caused some raised eyebrows. But the dollars and cents success of Mr. Klein in
transforming WDAS into a powerful voice for Negro programming quickly dis-
pelled any reservations as to his ability.
Robert Allen Klein, born April 16, 1926, in Chester, Pa., had only a parttime
listener's interest in radio until 1950 — that part of his time that could be spared from
his books and a consuming interest in athletics.
With time out for a World War II tour of duty overseas as a medical corpsman
with the Navy's amphibious force, he managed to graduate from Temple U. in
1949 with a bachelor's degree in education. Radio still had no great part in his
plans as he decided to continue his schooling towards a master's degree in history.
To make ends meet, however, Bob Klein sandwiched in stints as a substitute
teacher in the Philadelphia school system and did copywriting at WDAS.
The "sell" in his copy in turn sold the station management on the idea that he
could be utilized better as a time salesman, and it was just a matter of time until
he was appointed assistant station manager. Six months later at Temple's June 1951
graduation exercises, the school conferred an MA degree in history on WDAS
General Manager Klein.
Searching for a community role which WDAS could fulfill with maximum effi-
ciency, Mr. Klein studied the Philadelphia market as if it were a research problem
in history. He was impressed by the fact that he was right in the middle of one of
the largest Negro population centers in the country. At the time, WDAS was de-
voting two hours at the end of its broadcast day (11 p.m. to 1 a.m.) to Negro pro-
gramming. And, when a 1951 Pulse survey indicated that almost half of the Negroes
listening to radio during this two-hour span were tuned to WDAS, Mr. Klein made
a decision. He was convinced that WDAS and the Philadelphia Negro market were,
from that time on, going to be bound together inseparably.
"It was apparent to me then, just as it is now," Mr. Klein says, "that the Amer-
ican Negro community is a huge social and economic force only just coming into
its own."
More and more time was devoted to programs beamed expressly to Negroes by
Negroes. The results were not slow in coming. "We suddenly found that quite a
few advertisers, such as Lucky Strikes, Tetley tea and Quaker oats, had begun to
realize that the recognition that they afforded the Negro, as an individual and a
consumer, through a station utilizing Negro personalities, paid off in sales," Mr.
Klein recalls.
TODAY, the WDAS broadcasting chores are handled by eight Negro personal-
ities. Bernice Thompson is one of the very few Negro home economists in
radio, according to Mr. Klein who also proudly points to the successes of such as
Randy Dixon, George Woods, Kae Williams, Mitch Thomas, Art Peters and
Julian Graham.
A WDAS feature is a completely staffed news service and Negro news director
dealing exclusively in news of the Negro world.
A radio man all the way, Mr. Klein is "gratified to watch television settle down
while radio has come back stronger than ever." Radio time and property values
are now at an all-time high, he further points out.
Fm is very much in Mr. Klein's plans. An application for fm pends at the FCC
and, once granted, WDAS expects to offer a "good music" service.
Associates of the WDAS general manager say the six-foot-three, 215-pounder
puts the drive of a fullback into all his undertakings. That was one of the attributes
that prompted his election last spring as president of the Philadelphia Assn. of
Radio & Television Broadcasters, an organization of old line radio and television
broadcasters that is not too steeped in tradition to give youth its due.
Mrs. Klein is a graduate of Curtis Institute. The Kleins have a two-year-old
daughter, Wynne.
The 31 -year-old broadcaster likes to relax with his book and record collections. He
has several first editions, his own library and a select collection of prints and records.
Among his prizes is part of the original score of Mozart's "Stabat Mater."
Page 28 • October 21, 1957
Broadcasting
TIME BUYER
Max TJbangi says:
WKMH
BIGGEST BUY ON
Safari's I'm concerned, WKMH is the best buy
in the whole Veldt! With the lion's share of the
listening tribes and lowest cost per thousand
heads* WKMH makes selling in Detroit as easy
as shooting kudu at a water-hole! So to make
lots of gold and coast home way ahead of the
other hunters, sell your ivory on WKMH."
^According fo PULSE — greatest share of audience, 1 2 to 12
lowest cost per thousand, at ALL hours!
WKMH
Save up to 15%
BY USING 2 OR MORE KNORR STATIONS
Buy 4 or 5 Stations . . . SAVE 1 5%
Buy Any 3 Stations . . . SAVE 1 0%
Buy Any 2 Stations . . . SAVE 5%
Dearborn-Detroit
John Carroll, Managing Director
WKMF WSAM
Flint, Mich.
WKHM
Jackson, Mich.
Jackson B'cast.
& Telev. Corp.
Saginaw, Mich.
WELL
Battle Creek, Mich.
Southern Mich.
Broadcasters
KNORR
BROADCASTING CORP.
FRED A. KNORR, Pres.
Represented by Headley-Reed
Broadcasting
October 21, 1957 • Page 29
r i
WMAR-TV
L A
Maryland's Pioneer Television Station
. in
CELEBRATING ITS
10TH ANNIVERSARY
2
vosf coverage area means
greaf sales potential
WMAR-TV's powerful signal
encompasses more than 2,500,000 homes.
In the Baltimore area alone,
there are 437,000* television homes,
but sponsors receive a bonus audience,
because Channel 2's coverage
extends far out into rich county markets
and includes parts of Pennsylvania,
Delaware, and Virginia.
(*Nielsen, July, 1957)
consistent leadership
According to ARB and Nielsen Reports,
WMAR-TV is the established leader in Baltimore's
3-station market, having consistently
garnered the largest total share of audience
in a rating week from 6 A.M. to sign off.
popular local stars and shows
plus great CBS-TV presentations
afford a strong program schedule
Baltimore television viewers just naturally turn to Channel 2,
when they find such outstanding features as
See It Now, The Ed Sullivan Show, Playhouse 90, I Love Lucy,
Climax, The $64,000 Question, Oriole Baseball and
Colt Football, 20th Century Fox and Warner Brothers films,
The Woman's Angle, Captain Kangaroo,
and The Big Payoff.
MATT THOMAS DAVE STICKLE
m
x
It i
DON BRUCHEY AL HEDGECOCK
in honor of WMAR-TV's 10th Anniversary
the CBS Television Network Show
THE BIG PAYOFF
with Bess Myerson, Randy Merriman
and the entire cast, will originate from
Baltimore's 5th Regiment Armory
October 21st thru 25th
Monday thru Friday
WMAR-TV will entertain 5,000 Marylanders daily beginning with a live
telecast of THE WOMAN'S ANGLE, with Ann Mar, 1:00-1:30 P.M., while
THE BIG PAYOFF, 3:00-3:30 P.M., climaxes the da/s festivities. Between
the TV presentations, Channel 2's popular personalities will award valuable
prizes to members of the audience who participate in fun-filled games and
quizzes. One of Baltimore's favorite orchestras will provide delightful
musical interludes.
VNDY MERRIMAN
BESS MYERSON
JUDY LYNN
i Maryland, most people wafcfc
WMAR © TV
SUNPAPERS T £ L E V
BALTIMORE. MARYLAND
Telephone Mulberry 5-5670 TELEVISION AFFILIATE OF THE COLUMBIA BROADCASTING SYSTEM
trejented by THE KATZ AGENCY, Inc., New York. Detroit. St. loim. Son Francisco. Chicago. Atlanta. Oollai. Los Angeles
KTHS
sells
nearly All
of Arkansas!
"KTHS is a
major factor in
our leadership.
Says HENRY W. RUSSELL
General Sales Manager, Stebbins & Roberts, Inc.
Stebbins & Roberts, Inc. is one of the dominant paint manu-
facturers in this area, and their "Sterling Twelve Star" paints
sell very successfully against scores of other brands. Having
used Station KTHS for many years, this company's media
opinions carry unusual weight. This is what Mr. Russell
recently wrote us :
To consistently maintain the dominant
position in a market that is as competitive
as Pulaski County is no small task. . . .
For some years, we have credited our
newscast on KTHS as being a major
factor in helping us maintain our leader-
ship. We have conducted tests in radio
and other media. We have checked our
dealer organization. Each time we arrive
at the conclusion that KTHS is doing the
job that we want done — is reaching our
customers and prospects not only in Pu-
laski County but in the greater part of the
state. ... A most profitable association, y y
Y W/tfUSSELL
Henry W. Russell, and most important merchants in Arkansas, know
that KTHS is THE quality station, THE state-wide station, THE sta-
tion that people respect in Arkansas. Let the Christal Co. give you
the facts.
KTHS ... LITTLE ROCK
50,000 WATTS
REPRESENTED BY THE HENRY I. CHRISTAL CO., INC.
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
Page 32 • October 21, 1957
Broadcasting
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Vol. 53, No. 17 OCTOBER 21, 1957
TALENT AG
They're taking $50 million a year from tv.
Are their services that valuable?
The talent agent, a ten percenter with a
license, has emerged as one of the dominant
forces in television programming today.
Alternately praised and damned (usually
by the same people, often in the same
breath), he controls the No. 1 commodity
in today's programming market: The Big
Name. With that lever he is able to con-
trol, with singular frequency and effective-
ness, entire programs and program series on
which his star talent appears.
Ninety per cent of the performers and a
good share of the writers, directors and pro-
ducers working in big-time television are
represented by agents. Nearly 40% of the
network programs in prime evening time are
packages under some degree of talent agent
control. By conservative estimate, talent
agents are drawing $50 million a year from
their clients' labors in syndicated films, net-
work programs and local shows on big-city
stations.
Of the $50 million which agents are tak-
ing from tv, a substantial part comes from
program packages on which agents draw
10% of the gross price.
Say you are a network or advertiser and
want Miss Big as regular hostess and occa-
sional performer in a television series. You
approach her agent. Before you know it the
agent has blueprinted a pack-
age for you. This may involve wmmmmm
a corporation to be owned by
the star and such other stock- f§
holders as the agent and the ||
star deem appropriate in the ||
circumstances, including you ||
(if you are bankrolling the ij
venture). Or instead the §|
agent may propose to run the f|
package himself, casting and ||
supervising it but selling it §|
to you. !|
There are infinite varia- i|j
tions, but in any case, de-
Broadcasting
pending on your agility as a negotiator and
on how bad you are hurting to get this par-
ticular piece of talent for your program.
Production of the series may be supervised
by you, by the star's corporation, by an inde-
pendent packager or by the agent, or by
some combination of these possibilities. This
much is sure: For his services the agent
takes down 10% of the gross cost of the
package, or, more precisely, adds 11.1% to
the other costs so that his 10% becomes part
of the gross which the buyer has to pay.
It doesn't always happen that way and
perhaps it doesn't happen that way most of
the time. But the network's fall schedules
are loaded with programs where it has hap-
pened that way.
"Television today is a matter of person-
alities, not ideas," said a key program official
at one network. "On programs that don't
usually feature top-name stars, the pro-
ducer can pick and choose. But there
aren't as many shows like that this year.
Now you have the Frank Sinatras, the Perry
Comos, the Pat Boones, the Patti Pages, the
Gisele MacKenzies, the Polly Bergens, the
Patrice Munsels. . . . where personalities
dominate, talent agents control."
Some network authorities estimate that at
least 50% of the programs to be seen in
The tv network packages
that agents own: Page 36
The biggest talent agents
and their clients: Page 46
prime time on the networks this fall are
controlled in one way or another by talent
agents. This figure probably is high, es-
pecially if "controlled" is used in its most
authoritative sense. But network officials
have little doubt that more programs come
through talent agents now than from any
other single source, including those pro-
duced by the network, those bought from
independent packagers, or — a relatively
small minority nowadays — those produced
by advertising agencies. Certainly the num-
ber in which a talent agent figures promi-
nently— prominently enough to collect com-
mission on the whole package — can scarcely
be described as less than impressive.
The network nighttime box-score (see
page 36) shows that there are 1 1 such ABC-
TV shows where the talent agent takes com-
mission on the entire package. These 11,
amounting to 12 half-hours, represent about
25% of ABC-TV's prime evening time each
week. On CBS-TV there are 17 half-hours
out of 47, meaning that more than 35% of
the time is filled by programs available only
through talent agents. On NBC-TV there
are 26Vi half-hours, representing around
55%.
These obviously do not include many
programs where the star is practically the
entire budget and where the
star's agent therefore is only
a little short of commission-
ing the entire cost of the
I; show.
Nor does the list include
the many, many other shows
on which various talent
agents, individually, collect
on the pay of the performer,
|| writer, producer and director
jif clients, individually. Nor the
|f daytime package and non-
package shows. Nor the spe-
cials or spectaculars where
October 21, 1957
Page 33
TALENT AGENTS
the cost may run into hundreds of thousands.
(It isn't cricket — and some talent unions
specifically forbid it — for the same agent to
collect commission on a package and also
on the pay of individual clients of his who
work in the same package. And except for
occasional complaints to the contrary, the
general feeling seems to be that double-
commissioning is not widespread. Agents
are entitled, of course, to commission on the
pay of any of their clients working in an-
other agent's package.)
The magnitude of the talent agent opera-
tion in television is pointed up by estimates
that up to 90% of the performers in tv
and radio today are represented by agents.
Most of the other 10% would be repre-
sented if they could find an agent. For un-
discovered performers of little experience
and no connections, it is not much easier to
persuade a successful agent to take them
on than to obtain a booking directly.
Agents' doors are as thick as network
presidents'. The William Morris Agency,
for example, reportedly insists that un-
known applicants submit photographs and
resumes before it will consider looking at
them in person.
The number of represented performers
undoubtedly is higher in Hollywood than
in New York. In Hollywood an old motion
picture custom makes it impossible for talent
to see the movie-makers direct, and this
custom has carried over into Hollywood
television. Two recent CBS-TV news releases
point up this difference: One release, issued
in Hollywood, announced monthly auditions
for "represented acting talent," while the
other, issued in New York, noted that "all
a person has to do is write for an appoint-
ment, or come in. He doesn't have to have
an agent."
Thousands in the Field
To handle all the talent in all the enter-
tainment fields, there are uncounted thou-
sands of agents. All it takes to be one, in
name at least, is access to a telephone and
enough money to take out an employment
agency license and get franchises from the
talent unions in whose fields the would-be
agent wants to work (at a cost of $50 to
$7,500 a year per union, depending on the
union and, in the case of the higher-priced
franchise, the agent's annual income from
agentry) .
In television the number of active agents
is in the low hundreds, and the bulk of tv
activity is handled by a fraction of that
number — say 30 to 50 — some of whom
specialize in performers, some in producers,
writers and directors, and some in all cate-
gories.
Ask almost anyone in the business to
name the "biggest" agents and nine out of
ten times only two names will come out —
MCA and William Morris Agency, usually
in that order. These are the acknowledged
giants, both in television and in other fields.
At the next level, as far as television is con-
cerned, a number of agents are grouped.
Among them, not necessarily in rank order,
are General Artists Corp., Famous Artists,
Ashley-Steiner, Gloria Saner, Baum-New-
born, Louis Shurr, John Gibbs, Harriet
Kaplan-Lily Veidt, Wallace Middleton, Wil-
liam McCaffrey, Lester Lewis, Olga Lee-
Stephen Draper, Martin Goodman, Milton
Goldman and the Jane Deacy Agency, to
name a few.
In the package field alone — not counting
any commissioning of individual talent — the
principal agents in nighttime network tv size
up as follows, according to the best available
compilation from informed sources: MCA
has 21 Vz weekly half-hours on which it col-
lects package commissions; William Morris
has 17 half-hours; GAC has 7, and Ashley-
Steiner 4.
In the packaging of programs there are
variations in the policies of William Morris,
MCA and some of the others. William Mor-
ris maintains that while it brings the various
package elements together, it does not itself
produce shows or participate in the profits,
whereas MCA and GAC, to name two, also
have their own production companies
(MCA handles live shows while its subsidi-
aries Revue Productions produces and
MCA-TV sells film programs, and, in
GAC's case, the subsidiary GAC-TV, which
GAC news releases describe as "primarily
interested in the production and sales of
television programs, both live and on film").
Conflict of Interests
William Morris and not a few other tele-
vision programmers contend that when an
agent also becomes an employer he is faced
with a conflict of interests — that on one hand
it's to his advantage to hold the line on
salaries while on the other hand, as an agent,
he is obligated not only to get employment
for his clients but to get the best possible
deals for them. Those who defend MCA,
GAC and others in this type of practice
contend that their representation and pro-
duction are completely divorced in manage-
ment and operation and accordingly do not
work against each other. There also are those
who say the Morris office's abstention from
this type of operation is more technical than
actual. Nevertheless, Morris authorities con-
tend that, because of this distinction, they
don't produce either live or film shows and
have never gone, either, into the distribution
of film shows (although they do sell to pro-
ducers).
One thing on which there is virtually
unanimous agreement among agents and
network officials alike is that the agent's
stake in television is enormous. They are
equally agreed that it is very difficult to say,
in dollars, what that stake comes to. In
reaching its $50 million a year estimate.
Broadcasting deliberately used conserva-
tive figures.
On a $40,000 package alone agent take
is around $4,000 a week, not counting
the commission on any package "com-
ponents"— performers, producers, writers,
etc. — whose agents are not also the package
agent. At $4,000 a half-hour, package com-
mission on the 55V2 half-hours of such pro-
gramming on the networks these fall eve-
nings alone would total $222,000 a week —
and this, again, doesn't count other agents'
takes from components, or commissions on
daytime programs, or the take from specials.
There's another way to look at it, though
this too gives no more than a clue. Veterans
in the field have estimated that the average
"busy" medium-name but non-star per-
former in television probably earns $15,000
to $25,000 a year, that the average "busy"
writer falls into approximately the same
range, that the average "busy" producer may
get anywhere from $35,000 to $100,000 a
year and that the average "busy" director
may range from $20,000 to $75,000. These
same sources figure that apart from the spec-
taculars or specials — such as one in which
Judy Garland was reported to have been
paid $75,000 for a single appearance — the
"average star" may earn $100,000 "easily"
if he appears in a series and probably about
that figure if he sticks to guest performances,
since the price per appearance may run
higher on guest shows. On practically all of
these performers, writers, producers and di-
rectors, as well as on those who fall into
higher and lower income groups, some
agent is getting 10%.
Nobody Wants To Talk
The agent himself will admit that agentry
is big business — if he's willing to discuss his
business at all. Most of the larger ones aren't,
except on a restricted, don't-quote-me basis.
Some, like MCA, won't talk at all; an MCA
official would neither confirm nor deny that
MCA was even "probably" the largest,
although practically no one else seemed to
have any doubts about it.
This allergy to the spotlight appears to
be a generic trait of agents. Of all those
approached during the preparation of this
article, only two or three were willing to
be quoted — and in most cases these attached
some strings. Yet behind the screen of
anonymity they were willing, with some
notable exceptions, to talk frankly and seem-
ingly fully.
One, on the subject of agentry's bigness,
had this to say:
"Years ago, the talent agent was not
faced with any tax problems because his
client wasn't. Taxes were relatively low
and actors could get to be millionaires, if
they made big money, kind of quickly. To-
day the average agent comes close to having
to be a genuine expert on the tax laws.
"Years ago, a fellow went out and got
somebody a job and that was almost the
end of it. Today the ingenuity of the agent
in terms of capitalizing on the dollars^ that
are brought in is about 50% of his job.
"In connection with the tax end there
are innumerable developments, the major
one of which has been the artist who owns
and controls his own company. In tele-
vision most packages are produced by the
star or by the major element in the pack-
age. The moment the agent represents a
man who owns a television package, the
agent must take a direct hand in the man-
agement and administration of the package.
"If you assume a package costs, as most
do, $40,000 for a half-hour, and assume
roughly 40 shows a year, that is $1.6 million
that the client corporation is going to
receive. We [this agent's firm] have in indi-
vidual seasons run eight or ten such pack-
ages— not run them creatively in the sense
that we have usurped the producer's func-
tion or the star's function, but we have
entered into the complete management,
business-wise, of that venture. If you think
Page 34 • October 21, 1957
Broadcasting
THERE ARE AGENTS, AGENTS AND AGENTS
The talent agent is by no means the
only man guiding talent's destinies, super-
vising its affairs, and drawing commis-
sion therefor.
This was pointed up last week by a
television columnist's report that singer
Eddie Fisher divides his earnings 50-50
with his manager, Milton Blackstone,
and that actually Mr. Fisher sings for
45% of what he's paid, since his talent
agent, MCA, takes its 10% off before
he splits with the manager. The colum-
nist, Jack O'Brian of the New York
Journal-American, also cited Trish Dwel-
ley, new young singer, as another who
has a 50% contract with her manager,
Jack Beekman. Remembering that the
Internal Revenue Service is everybody's
silent partner, performers, writers, pro-
ducers and directors may easily take
home only a fraction of what they're
paid.
Top performers, especially, may have
as many as three representatives per-
forming various functions on commis-
sion, and the number can be much higher
if they have one talent agent to repre-
sent them in radio-tv, another in motion
pictures, another in the theatre, etc.
Some performers have said, presumably
not entirely in jest, that they even have
agents to watch their other agents.
The principal types of talent repre-
sentative or manager, other than the
talent agent, are the personal manager
and the business manager. The services
of all three cross lines so often that a
great deal of confusion has accumulated
as to which does what.
The talent agent's job is to secure em-
ployment and, more important, to get
the kinds of job that will best advance
his client's career. Most talent, at all
levels, feels a need for an agent; usually
only the more successful add a personal
manager and a business manager. The
talent agent must be licensed and he
must be franchised by talent unions. In
most cases his commission is limited by
the various unions to 10%.
The talent agent also may perform
many of the services that the personal
manager performs. But the personal man-
ager's job basically is to attend to details
— travel arrangements, hotel reserva-
tions, wardrobe, social engagements, per-
sonal affairs. He may also supervise the
payment of household bills and the man-
agement of investments. If his client is
represented by different agents in differ-
ent fields, he may act as overseer and
coordinator. Unlike the talent agent, he
has no stable of clients, but devotes him-
self to the affairs of one, or a few. He
docs not need a license, and his com-
mission is not limited. Experts in such
matters say few personal managers will
work for less than 10%, and the sky's
the limit.
The business manager is a man who
invests the money and pays the bills.
Where the personal manager may in-
clude money management among his
several services, the business manager
concerns himself with that phase almost
exclusively, counseling on investments
and paying the bills for everything from
the groceries to the poodle's manicure.
His commission is usually placed in the
5% to 1Vi% range.
of how many businesses there are that have
all sorts of people chasing around but still
do less than $1.6 million a year, you realize
that every one of these television packages
is big business — and literally it is.
"The agent has enormous responsibility
in the spending of the money, husbanding
it, in creatively using it business-wise so
that it doesn't disappear. We usually keep
the books, prepare statements and other-
wise directly control that money.
"We get paid enormously — it would ap-
pear on the surface — but when you view
the enormous service in relation to it, you
will find that the business is profitable in-
deed, but it is a great deal more costly to
operate a responsibly functioning agency
than might appear on the surface."'
It was almost impossible to find a respon-
sible network official who would say openly,
without preamble or qualification, that the
talent agent is a bad influence. Nine out
of ten interviews opened with the network
man saying: "The agent helps us. It would
be hard to get along without him." Or: "It
would be impossible to get along without
him." Yet almost without fail these opening
beatitudes eventually gave way to reserva-
tions, exceptions and, sometimes, angry
criticism.
This does not mean that anybody changed
his mind in mid-interview. They obviously
meant what they said, even when they said
opposite things. Even assuming that depend-
ence on the agent figured in their reluctance
to criticize ("after all," said one, "we have
to do business with him"), they neverthe-
less meant it when they said the agent was
essential to them, and they meant it no
less when they called him difficult, impossi-
ble, monopolistic and quite possibly against
the public interest.
One man who proved to be a particularly
bitter critic started out by saying that talent
agents are helpful and useful; then he grad-
ually began to point out exceptions, and
finally graduated into an uncommonly color-
ful castigation of one specific agent about
one specific deal. This critic happened to
be ex-talent himself. Hearing him in the
full flower of denunciation, one reasonably
assumed he would be supremely happy if
that agent never drew another breath, let
alone another 10%. Would he? He laughed
as he gave his answer: "If I ever need an
agent again, that is the only man I'll let
represent me!"
The deal that inspired this wholesale out-
burst involved one of television's better-
known shows. What irked the critic was
that he and network associates had come up
with the idea and got negotiations with the
star down to the hard-business stage before
the star even hired the agent — and the
agent promptly upped the ante about three
times and also insisted, successfully, on mak-
ing it a package which the agent casts and
controls, not only getting 10% of the gross
but leaving the network with virtually no
say-so over the program.
There can be no question that agents, as
in this case, do a job for their clients. But
what do they do for the networks?
Perhaps most important, do they make a
substantial contribution in the form of pro-
grams and program ideas, and in the dis-
covery of new talent — writers, producers,
directors as well as performers — to help fill
the endless belt of programming that tele-
vision requires?
The consensus is that they definitely do,
despite some reservations regarding some
of the deals involved.
In the field of name programming, for
example, GAC let it be known this year that
Pat Boone and Guy Mitchell would be
available for television, and ABC-TV
bought the packages. In the same vein, Wil-
liam Morris is credited with taking the
Trackdown idea to CBS-TV and MCA with
taking Suspicion to NBC. MCA also is given
credit for selling CBS-TV on the possibil-
ities, based on a pilot film, of the series that
became Leave It to Beaver. Alfred Levy and
David Susskind, whose Talent Associates
started out as a talent agency but has be-
come a production firm, have been credited
with originating the Armstrong Circle The-
atre concept of factuals, and Ashley-Steiner
came up with last year's "Unit Four" con-
cept of rotating producers-directors and sold
it to Kaiser for sponsorship on NBC-TV.
Among other projects, A-S also foresaw the
growing trend for westerns a few years ago
and suggested that three of its clients build
a program of that type, which emerged as
Frontier.
These are some of the examples cited by
network authorities — and also by agents —
to show the type of program contributions
that agents make. At other levels, too, they
are more or less constantly bringing pros-
pects to network attention much as station
representation firms make their regular
rounds of the advertising agencies to sell
buyers on time availabilities.
Agents, like others in the creative end of
STORY CONTINUED ON PAGE 38
Broadcasting
October 21, 1957 • Page 35
TALENT AGENTS
HOW FOUR AGENTS HOLD CONTROL
ON 40% OF NIGHTTIME NETWORK TV
Four talent agents control nearly 40%
of the shows in prime evening time on
U. S. network television.
As the only agents who currently are
levying commissions on the total package
costs of programs in prime evening net-
work television, they may be considered
as figuring in network programming to
that extent. Their commissioned packages
represent 55 Vi half-hours of the total
weekly prime evening time on network tv.
And two of the four — MCA and Wil-
liam Morris — account for the bulk of
these 55% half-hours; MCA with 27 Vi
half-hours and William Morris with 17
half-hours. General Artists Corp. and
Ashley-Steiner account for 7 and 4 half-
hours, respectively.
These 55V2 half-hours represent
39.6% of total weekly network prime
evening time. Among them, the four tal-
ent agents receive commissions on total
package costs for 25% of ABC-TV's
prime evening time weekly, more than
35% of CBS-TV's and around 55% of
NBC-TV's (see main story, page 33).
The following list includes only regu-
larly scheduled network evening pro-
grams which are represented by a talent
agent. It does not include daytime pro-
grams or spectaculars that also are com-
missionable as packages. Nor does it, ob-
viously, take into account the fact that
agents are entitled to commission on in-
dividual clients working in any tv show —
including those working in talent-agent
packages, provided that the agent of the
individual is not also the package agent.
Not counted, either, are shows like $64-
000 Question and $64,000 Challenge,
where William Morris reportedly gets a
royalty, or Big Record where GAC is
understood to get a fee from a booking
arrangement on part of the show.
This list was compiled from network,
talent agent and advertising agency
sources and has been cross-confirmed in-
sofar as possible.
on
ABC-TV
on
CBS-TV
WILLIAM MORRIS
Danny Thomas Show December Bride Dick and the Duchess Gale Storm Show
Zane Grey Theatre Trackdown
on
NBC-TV
Alcoa-Goodyear Hour Loretta Young Show
People's Choice
The Californians
You Bet Your Life
Page 36 • October 21, 1957
Broadcasting
MCA
on
NBC-TV
M Squad Polly Bergen Show Restless Gun
Suspicion Tales of Wells Fargo Tennessee Ernie Ford This Is Your Life
on
CBS-TV
Wagon Train
Burns & Allen Ed Sullivan Show
GE Theatre Jack Benny Show Leave It to Beaver
on
ABC-TV
Phil Silvers Show Schlitz Playhouse The Millionnaire Alfred Hitchcock Bachelor Father
Date With the Angels
GENERAL ARTISTS CORP.
on
NBC-TV
Father Knows Best
Guy Mitchell Show Pat Boone Show
AS H LE Y-ST E I N E R
on
ABC-TV
Country Music Jubilee Mike Wallace
on
CBS-TV
Name That Tune
Broadcasting
October 21, 1957 • Page 37
1% <"V w
TALENT AGENTS
m 10%
tv, may find talent — and clients — in diverse
places. In a television program profiling the
Ashley-Steiner operation a couple of years
ago, A-S's Leonard Sittomer was said to
have been impressed when he happened to
catch "Remarkable Incident at Carson's
Corner" on Studio One one night. The
script turned out to be the product of an
unknown brassiere-firm copywriter who
wanted to write more television scripts but
didn't have time. A-S persuaded him to give
up his job, then persuaded CBS-TV to take
him on for something akin to a year's salary
in exchange for first refusal on his output —
and Reginald Rose ("Twelve Angry Men,"
"Crime in the Streets," etc.) was on his
way.
Conscientious agents do more for their
clients than get work for them. They study
scripts, they keep an eye on the program
planning of networks, advertising agencies
and independent packagers (and, no doubt,
that of other agents). They watch constantly
for jobs particularly suited to their own
clients, and betimes they create jobs by
creating ideas for programs.
If the client is a performer big enough
to command a number of offers, they weigh
one job against another to decide which
would be better for him in the long run.
Should he do it live, or on film where there
are residual rights? Should he do it as an
employe, or as a corporation? Should he
appear in a regularly scheduled series or
limit his exposure to guest shots — or is he
over-exposed already, and better off to get
out of television for a while? Are there any
special circumstances that require some
specific and prompt action, and if so, what
is the answer?
William McCaffrey, an independent op-
erator with a relatively small but premium
list of clients faced up to that last ques-
tion toward the tail end of last season.
The Jackie Gleason Show, on which client
Art Carney was a featured player, was going
off the air and Mr. McCaffrey figured that
ending the season on a downbeat note would
do Mr. Carney's career no good. So he
started casting about for something upbeat,
landed Mr. Carney the lead in Playhouse
90's "The Fabulous Irishman," and all end-
ed well. "Irishman" and Mr. Carney were
a success and out of it came a Broadway
offer which Mr. Carney accepted because
he and Mr. McCaffrey thought it would be
good for his career, even though he stood
to make more by staying in tv this year.
If the client is a writer, the agent may
advise him on the current and probable
future market for scripts of a specific type,
and if the writer runs into snags on a script,
the agent may help slant and polish it. When
it's finished the agent figures in the decision
as to which producer it should be submitted
to — and after it's sold he may take up(
cudgels for his client in defense against
changes the buyer may wish to make but
which the writer fears will "ruin" it. Con-
versely, knowing the buyer's problems, too,
he may help to work out a compromise
with the writer.
Sometimes the agent feels he should get
his clients into the right places geographi-
cally, as well as into the right jobs. This is
especially so in the case of writers. As
West Coast television activity increased, it
became important — in the minds of many
agents — for writers to be on the scene
where they could discuss their scripts and
script ideas with the buyers personally.
Ashley-Steiner, for one, set up a regular
crash program to get some of its writers
transplanted to California. Here the agent
would concentrate first on getting them
initial script assignments to pay the cost
of moving, then put practically its entire
West Coast office to work lining up addi-
tional writing jobs that would both tide
them over and get them established.
Then there are always the extra-cur-
ricular services that an agent is called upon
to perform. Talent takes some hand-holding,
and the agent is a built-in handmaiden.
No sensible agent would want 10% —
or any other part — of some of these gam-
bits. For example, clients in trouble, or who
think they're in trouble, usually don't hesi-
tate to call on their agents to get them out,
just as they don't hesitate to call for more
pleasant favors. Getting tickets to plays to
which it is impossible to get tickets is a
common demand. More than one agent has
had to talk a client out of suicide notions.
and agents hear almost as many marital
problems as bartenders.
Through the whole gamut of services,
few will deny that agents are essential to
talent. Deals are seldom simple any more.
Instead, they call for the services of sales-
men, attorneys, business managers, tax
lawyers — the whole works. A big agency
can supply all of them, and the smaller
one will know where and how to get those
it cannot supply itself.
Yet there are those who question
whether, for all the services he performs,
the agent may not still be overpaid.
For in the complexities of the current
package system, it is conceivable — given
the right circumstances — that an agent's
10% can come out equivalent to the star's
income from a series.
To see how 10% can equal 100%, con-
sider this arithmetically over-simplified
example:
Say a $5,000-a-week star decides to build
a film series. Through his agent he sells the
idea to a network which, as financier, agrees
to pay the star $3,000 a week and gives
him 50% of the profits on the program.
Program costs come to $40,000 a week
before the agent's commisson (one-ninth,
or 11.1%) is added in. So the total cost is
$44,444 a week; but for easy arithmetic
let's say the agent charged a little less than
his full commission and the total cost came
to an even $44,000.
Next assume that the network sold the
show for $40,000 net, taking a weekly
$4,000 loss (which is undesirable, to be
sure, but not unheard-of)- In the course of
a 40-week season, this becomes a $160,000
loss on a season's gross of $1.6 million.
During this period the star has been get-
ting his $3,000-a-week salary for a total
of $120,000 for the season. The agent has
been taking down his 10% of the package
gross for a total of $160,000. At this point
the agent is $40,000 ahead of the star.
Then the film goes into syndication. Say
it gets hot — for the star's sake in this com-
parison it had better get hot, because the
agent is going to stay ahead of the star
until that $160,000 loss on the network sale
has been recouped. So assume that the 40
films in the series gross $20,000 apiece in
syndication, a total of $800,000. Of this
the agent still gets 10%, or $80,000.
Cost of film prints, distribution, etc., will
run to about 50%, or $400,000, of the
syndication gross. Then deduct the $160,000
loss experienced in the network sale, and the
profit on the venture comes to $240,000.
Under the original agreement, the star gets
50%, or $120,000, of the profits and the net-
work as financier gets the other 50%.
So between network run and syndication
the star has received: $120,000+$ 120,000=
$240,000.
The agent has received: $160,000+$80,-
000=$240,000.
Even if the network had sold the series
at full cost originally, taking no loss, the
agent still would have received $256,000
to the star's $320,000.
This parlay of 10% into 100%, or even
into 80%, is one example cited by third
TALE OF TWO HORSES AND AN AGENT
Walter Schwimmer, Chicago tv pro-
ducer, sums up the feeling in some quar-
ters about the talent of talent agents with
the following tongue-in-cheek tale about
one of the big agencies. It appears in his
recently-published memoirs, What Have
You Done for Me Lately?
"It seems that the two most famous
performing horses in the world were
booked at the Palladium in London; and,
after their engagement ended, one of the
horses received an attractive offer to play
the provinces. He played the entire Brit-
ish Isles, then Australia, New Zealand,
and South Africa with great success; and,
finally, he received a handsome offer from
Madison Square Garden in New York
City.
"The horse often wondered what had
become of his illustrious partner, prob-
ably the greater of the two, so you can
imagine his amazement when, after land-
ing in New York, he accidentally bumped
into his old companion touring Third
Avenue whilst attached to a conveyance
known as a milk wagon.
" 'Why, Joe!' exclaimed the visiting
equine, astonished. 'What a surprise! Un-
questionably, you are the outstanding
performing horse on this universe, and
here you are pulling an ordinary milk
wagon down Third Avenue! How come?'
"The second steed shrugged. 'Oh, you
know the William Morris office,' he
sighed."
Page 38 • October 21, 1957
Broadcasting
,■..,„■.,;■.:■:■:
■
IS T
Late afternoon radio in Washington, D.C., is WRC's cup of tea.
During the 3 to 6 pm time period, weekdays, WRC averages a
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"Twilight Tunes" with Ed Walker averages a whopping 45%
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of "Twilight Tunes" not only holds the audience for these two
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In Washington's 17-radio-station market, the large and loyal
following "Twilight Tunes" enjoys on WRC is a natural for you.
Let WRC Radio speak for your product in the nation's Capital!
NSI Report — Washington, D. C, Area — July 1957
WRC* 980
WASHINGTON, D. C. SOLD BY |NB§] SPOT SALES
IT'S THE BRAND NEW CHANNEL TO SOUTH FLORIDA'S $2,000,000,000 MARKET
TEN'S ON TOP - Right! On top of 1,453,800 people,
representing 581,520 families.
TEN'S ON TOP - Right! On top of 32,428 retail stores,
employing 72,269 workers with a payroll of $165,482,000.
TEN'S ON TOP — Right! On top of more than
1800 manufacturing plants turning out products
from milady's chemise to monsieur's carport.
TEN'S ON TOP — Right! On top of more than
31/ 2 million tourists who visit South Florida
and Miami every year. So . . .
when you show it to Miami, you show it to the World!
+
PUBLIC SERVICE TELEVISION, MIAMI, FLA. REPRESENTED NATIONALLY BY H-R TELEVISION, I NC.
r
' C T ■ '
ABC NETWORK
TALENT AGENTS
Wo 10% 'tU/fe
parties who wonder whether talent, as a
whole, really appreciates how well it's
treating the agent. There are other instances
where the talent apparently didn't know
what was going on.
One network, for example, was ready to
spend $250,000 on a series to see whether a
certain girl star, out of television a couple
of years, could be built up again. But the
network finally called off the deal because
of the agent's insistence on what his own
cut — not the star's — should be.
Another network official, happy to get a
free option on a performer on condition that
if the option were exercised, the program
would be an agent package, questioned
nevertheless whether the agent shouldn't
have been thinking more about the client
and demanded money for the option.
And there's been more than one case
where a producer tried to hire a piece of
talent and was told the client wasn't avail-
able— only to be told later by the talent
that he didn't know a job had been offered.
Agents will tell you, however, that these
are not the doings of reputable agents.
In any event, even those who raise these
points will agree that essentially they are
matters between talent and agency — though
some network officials will contend that
when an agent muscles in and takes 10%
on a package to which he contributes little
or nothing, he is patently usurping money
that otherwise could have added another
good name or another choral group to the
program, made the sets a little more lavish
or in some other way bettered the quality
of the show. It is here, these critics con-
tend, that agents operate "against the public
interest" by depriving the public of better
programs without contributing anything
worthwhile for their fees.
Agents note, however, that there is an-
other side. In addition to the business com-
plexities which they supervise, they work
very often "on spec." They may spend
months building a program that never sells,
but their overhead goes on. Said one:
"The patient may die, but the doctor
gets paid. An attorney may lose his case,
but he pockets the retainer and collects
his fee. The agent must survive on hits —
he can't afford misses."
Mindful of the dangers of having a pro-
gram tied up and out of circulation, the
agent in peddling a package to a network
may try to set a limit on how much "mark-
up" the network may get in selling it to a
sponsor. His idea here is to keep the net-
work from trying to sell it at a prohibitive
price which might keep the program off
the air indefinitely.
There is a phrase, "Anything's negotiable,"
that seems to be made to order for the
dickering that goes on between agent and
network. This exercise can be casual and
quick, but often it falls just short of
anatomic war. Each side is out to make the
best deal possible. Both go for all they
can get — the proverbial kitchen sink is
lagniappe.
Negotiations may go on for weeks and
Broadcasting
months. Many a show — Mama, The Gold-
bergs, Name That Tune, to mention a few —
was on the air for six- months or more
before a contract was signed. Some have
run a full season and gone off the air be-
fore the lawyers finished splitting the last
infinitive.
But on the whole the consensus appears
to be that in most cases where performance
starts before a contract is agreed upon, the
eventual contract, or settlement, hews pretty
closely to the basic agreement behind the
original handshake — or is a reasonably good
facsimile thereof.
This need not be especially surprising.
The networks deal in the best talent they
can get, and the best talent can scarcely
afford to be represented by irresponsible
agents. Almost without exception, experi-
THE FOUNDER
WILLIAM MORRIS SR., who died in
1932, is regarded as the first profes-
sional talent agent. He founded the
William Morris Agency in 1898.
enced network authorities say they have
confidence in the word of the agents with
whom they deal. And agents appear equally
respectful of those with whom they do
business. Said one:
"There is a high degree — a fantastic de-
gree— of fidelity to commitments in this
business. The given word is astoundingly
reliable. The word of a network executive
or major advertising agency will stand up
in a great majority of cases — and in those
cases where it doesn't, very often there are
genuine misunderstandings rather than di-
rect attempts to evade a commitment."
The same quote, turned around to apply
to agents, could be attributed to most net-
work authorities without damage to the
views they express. But not quite unani-
mously. At least one influential executive
contended flatly and without reservation
that in his book television would be better
off if agents, for all their acknowledged
contributions, did not exist.
He felt the agent too often is evasive if
not deceitful, elusive if not slippery, op-
portunistic if not predatory. One of his
prime complaints: The agent will stall
around and hold up the signing of a con-
tract until filming is under way or the first
live show is on the air — and then demand
more money or additional rights on the
threat of yanking the star and walking out.
This critic recognized that the agent often
is helpful in the tedious and sometimes tem-
pestuous process of turning an idea or a
script into a program. He acknowledged that
without the agent the network would have
to do its own auditioning, screening, calling
and clearing of talent for programs, and,
perhaps worse yet, would have to deal di-
rectly with artistic, non-businesslike people
and risk all sorts of temperamental blow-ups.
Yet he felt the sum of all these prices
would not be too great to pay for a tv
world without agents — not even the dire risk
of having to tell a star face to face that
she isn't worth her asking price. He even
managed to see a glimmer of hope in the
prospect: Most stars probably could not,
without demeaning themselves, dicker in
their own behalf as extravagantly or as
effectively as their agents do. As actress
Jessica Tandy once said, in discussing the
agent's usefulness: "I could never go out
and sell myself."
There are other practices which this and
other critics found distasteful. One was that
of throwing a pilot film into a regular series
and thus sampling public reaction at the
expense, or at least partially at the expense,
of the regular series' sponsor (although see-
ing the possibilities of a good series in a
single telecast was listed among an agent's
better attributes) .
Another criticism was aimed at "agents
who sign up talent we need after he finds
that we need them," and also "the sort of
agent who sees a guy get off the train and
gets his name on a contract, then sits back
and does little or nothing until we try to
sign the guy, whereupon the agent is right
there to get his 10%." Another target:
Agents who sell an option to one producer
and then sign the same talent to a firm
contract for an opposition program. (MCA
was reported to have got into a mix-up like
that with Jack Carson during radio's heyday
but extricated itself by furnishing the of-
fended buyer with five top-priced shows at
its own expense.)
Since "anything's negotiable," the deals
that agents make with networks may vary
from case to case. But it's a short day when
the agent fails to take 10% of something.
On packages, he asks for 10% of the
gross cost. Whether he gets 10% of the
below-the-line (non-creative) costs is another
matter. Some network authorities say they
don't pay commission on below-the-line;
others say it all depends. One prominent tv
agent put it this way:
"The deals have varied, but in the main —
speaking from our own experience — we
have gotten 10% of the whole package.
There have been instances where agents
received commissions on the above-the-line
and then deferred their commission on the
below-the-line, meaning that they got them
after the cost of the project had been re-
couped. But I must say that there have
been many variety of arrangements made."
Another agent noted that networks today
are looking at budgets much more closely
than they used to: "You try to get 10% of
the gross, but whether you succeed or not
October 21, 1957 • Page 41
TALENT AGENTS
depends on how good a negotiator you are
and how badly the network wants what
you're offering." At one time office over-
head, legal fees, taxes and such items were
fair game for commissioning, but this agent
pointed out it's harder to get these expenses
into the package costs nowadays.
"You don't quibble, you compromise," he
said, qualifying for the hair-splitting cham-
pionship of the week. "So instead of taking
$3,000, you settle for $2,132.27."
There is a standard assumption that in
setting up a package, an agent gets as many
of his own clients into it as possible. Within
limits, there is some validity in the assump-
tion, although certainly it is not 100% true
in 100% of the cases. Some authorities es-
timate, however, that on the average pack-
age show approximately half of the talent
consists of clients of the agent handling the
whole package.
Ashley-Steiner is credited with thinking
up and doing a considerable amount of
work on, as well as getting a fee on, the
Cinderella spectacular with Julie Andrews on
CBS-TV early this year. Yet, Miss Andrews
is not an A-S client (she's MCA), nor are
Rodgers & Hammerstein (they have no
agents), to name just three key figures in
the $450,000 to $500,000 production.
This question of whether to give first
priority to your own clients is a tricky one
for an agent putting a package together.
He's apt to find himself damned if he does
and damned if he doesn't.
First, he's trying to create as good a
show as he can. To do this he needs the
best talent he can get. Second (or first, in
his clients' minds) he represents talent and
in this capacity is obligated to get them
jobs that will advance their careers. If he
bypasses clients to hire another agent's tal-
ent, he becomes the target of the people
from whom he derives his martinis and
pheasant under glass. So he is a man be-
tween two fires.
One agent described the dilemma thus:
"The principal equity for the agent is in
getting the package in the first place. The
package has got to be good, so you use the
best people who are available.
"But you know your own people better
than the others. And you have to live with
them, too. So if all other things are equal,
you use your own clients. But if you need
a top-notcher who is not a client of yours,
then you go out and sign up for the part —
if his agent will let him sign. Usually the
other agent is agreeable — unless his client
is so big that the other agent decides to
TALENT AGENT AND CASTING DIRECTOR:
THEY TEAM TO KEEP CAMERAS ROLLING
The burgeoning of tv film to cope with
the evergrowing demand for network and
syndicated programming has created one of
the largest employment sources for talent.
And here again, the agent, with his stable
of talent, is the man constantly on call. Film
spokesmen in Hollywood and other produc-
tion centers estimate that up to 95% of their
casting is done through the talent repre-
sentatives.
A typical week at Hollywood studios will
find approximately 75 tv film programs on
the production schedules, requiring hundreds
of actors, from stars to bit players.
With an eye on the clock that reminds
of deadlines for shooting, processing, edit-
ing, printing and shipping the finished tv
programs, the casting director amasses stag-
gering phone bills in around-the-clock checks
with talent agents.
A direction finder for the casting director
in her hunt for the agent with the appropri-
ate talent is the Academy Players Directory,
a fat volume containing, in uniform fifth-
page ads, the names and pictures (usually
two) of about 4,000 actors and actresses.
The listings are alphabetical under gen-
eral headings for each sex. For actresses,
the categories are leading women, ingenues,
character players and comediennes; for
actors, they are leading men, character play-
ers and comedians. In addition, there are
sections for boys and girls, orientals and
colored performers, bands and specialty acts.
With each talent listing is his or her agent's
name — the most pencil-marked section of
the casting director's Players Directory.
Before the agent's talent is bought or sold
there is a maze of integral planning that
falls to the group of specialists known as
casting directors. In Hollywood, casting di-
rectors number not more than 75 individuals
and perhaps less.
The qualifications of a good casting direc-
tor, according to a top tv film producer, are
(1) the memory of an elephant, which will
respond to a character in a script with names
of a dozen actors who have capably handled
similar parts in the past; (2) the persuasive-
ness of a salesman, to convince the producer,
director, writer and perhaps the talent agent
and star, that the suggested player is right
for the part; (3) the tact of a diplomat, to
agree to a change when further argument
would be futile, and (4) the willingness to
spend countless hours watching all types of
entertainment in a never-ending search for
new talent.
One of Hollywood's busiest casting direc-
tors is a brisk, affable woman with crisp
iron-gray hair and an air of unhurried effi-
ciency: Ruth Burch. The latest edition of
the Academy Players Directory lists 98 stu-
dios producing films for use in theatres or
tv or both. Of the 98 studio listings, 37 show
the names of their casting directors, some of
whom serve in that capacity for more than
one studio. Miss Burch's name appears five
times, more than any other.
Asked by Broadcasting to act as spokes-
woman for her profession, Miss Burch went
directly to the heart of the subject. "The
theory of casting a tv show, or any show,
for that matter, can be expressed in a single
sentence," she said. "It's just a question of
getting the right people for the right price
at the right time."
If the Players Directory fails to turn up
a suitable player for a specific role, Miss
Burch said that her next recourse would be
to agents specializing in that certain type of
talent. There are agents, for instance, whose
clients are primarily Latins, Britons or Con-
tinentals. Consuls of foreign countries in
Los Angeles are another source of turning
up actors of special national or racial types,
she said, and schools and churches may be
of help, especially in cases of juveniles.
"When you've got a problem like this you
just keep on trying one approach after an-
other until one of them pays off."
Problems like that are all in the day's
work to Miss Burch. And her day's work is
about as much as can be crammed into 24
hours to encompass all of the duties involved
in casting about a dozen weekly tv shows
plus a number of pilot films and an increas-
ing number of tv commercials, not to men-
tion three theatres (in San Francisco,
Phoenix and Hinsdale, 111.) and an occasional
theatrical motion picture. At a very rough
estimate supplied by an associate where she
refused even to try such a division, 20% of
her time goes for casting leads for pilots,
another 20% or a little more for tv com-
mercials and most of the rest for casting
supporting players for the weekly install-
ments of the various series.
Her day is apt to start before 7 a.m. with
an hour of script reading before she gets
out of bed. Days or weeks before, when the
producer had decided to make a pilot film
for a series, she'd been called in and given
a description of the story line and the char-
acters and had begun to think about actors
lor the leading parts. Now, with the script
before her, she reviews and perhaps revises
her original thoughts in preparation for the
next step in the casting process — a confer-
ence with the producer, director and writer
to "talk out" each character until they agree
on what kind of a person he is and what
motivates his actions.
"This is extremely important," Miss Burch
declares. "If we agree on the character it
won't be too hard to agree on the actor."
By the end of the conference she has a
mental list of actors who would be accept-
able for each major part in the new series.
Now it's a matter of checking availabilities
and discussing the parts with the actors and
their agents, a process in which the original
list of possibilities shrinks appreciably.
"Normally, I begin with about 20 people
for each leading part, although the number
has been as high as 50," she says, "and I
wind up with from five to 10 that I want to
have read for the producer and director.
"From this point the decisions are up to
them," Miss Burch continues. "If they agree
on the individual they want for the part, my
work is done except for cleaning up the busi-
ness details with the agent. If they don't
agree — well, I just keep trying until they do.
With the leads set, she begins casting the
Page 42 • October 21, 1957
Broadcasting
make his own package out of him."
There are some agents who will go to
extravagant lengths to create spots for their
own clients, but the consensus even among
critics is that the practice is not alarmingly
epidemic. The agent who, as one said,
"would rewrite a script calling for a two-
headed midget, in order to use a client who
happened to stand eight feet tall and have
three heads," would seem to be the excep-
tion, though some such are said to exist.
In time, talent buyers gradually develop
an affinity for some agents and a cold
shoulder for others. They learn that some
give thought to the buyer's needs before
making a pitch, while others will pitch any-
thing. They discover which agents consist-
ently come up with good ideas and which
ones have weak batting averages and weak
clients. Through this process of trial and
error, many buyers reach a point where they
will consider anything submitted by some
agents and will look at nothing coming from
others.
For all the slings and arrows they have
taken over the years — perhaps because of
them — talent agents are a widely regulated
group. They must, of course, take out state
licenses as employment agencies, and in
some areas there are separate licenses for
agents and for employment agencies, though
they can get both for the price of the most
expensive. Then they must get franchises
from the talent unions in the fields they
wish to work — American Federation of
Television & Radio Artists, American Guild
of Variety Artists, Screen Directors Guild
of America, Screen Actors Guild, Actors
Equity, Screen Writers Guild and Writers
Guild of America. And the unions have a
lot of rules to protect their members from
any agent who might tend to become greedy.
For one thing, the unions generally set
the maximum commission allowable (10%
except in the case of Equity, which has a
5% maximum), and in most cases also
restrict the length of original contract be-
tween member and agent to three years.
They spell out what the agent must and
may not do, and at least one (AFTRA)
specifies who may not be an agent (gen-
erally, anyone who is in the advertising
agency business, owns or controls any radio
or tv station or network, acts as an artists'
bureau, is a producer, employer or inde-
pendent contractor in the radio, tv, transcrip-
tion or phonograph records fields, or owns
more than 10% of any company engaged
in any of these activities, except that by
meeting certain conditions he may produce
tv or radio package shows or represent
producers of packages). Some contracts
(AFTRA's and AGVA's, for example) even
bind the agent to tell the truth ("to the
artist").
AFTRA also provides a three-way ban on'
other characters. This is less demanding, but
even for bit parts she prefers to engage ac-
tors who are above the minimum-scale level.
"The least important walk-on bit, if not done
right, can drop the level of the whole pro-
duction," she declares.
The talent budget for a half-hour filmed
tv program is about $6,500 on the average,
including stars or lead players, or about one-
fifth of the overall production cost of
$30,000 to $35,000. In films, sets and over-
head are more expensive than in live tv
productions. "Using that one-fifth as a rule
of thumb, I more or less set my own talent
budget for the shows I cast," she says, "and
there's surprisingly little variance from show
to show."
The star or stars of a tv series may also
be involved in its production and compen-
sated on a percentage of profits or of gross
revenue from the sale of the programs. If
not, they will be contracted for at a figure
of so much per film for so many films, nor-
mally set in multiples of 13. Supporting play-
ers for any individual episode of a series
are usually engaged on a one-day or three-
day basis, three days being the usual shoot-
ing time for a half -hour filmed program.
Extras are hired for one day and the sched-
ule is arranged so that all scenes in which
any one of them appears will be shot during
a single day. Minimum scale of the Screen
Actors Guild, to which actors appearing in
tv films must belong, is $80 a day, $200 for
three days or $285 for a week. '
Like the stars of a series, casting direc-
tors negotiate their terms of payment with
the producers for a series but on a per-pro-
gram basis, which in Miss Burch's case may
be as low as $50 a show or as high as $250.
Normally, the same fee applies to the pilot
film as to the rest of the series, she says, al-
though if she is required to get a star for
the pilot there would probably be an extra
fee for this service.
Miss Burch said it is practically impos-
sible to estimate time needed to cast an aver-
age tv program "because there's no such
thing as an average program." Also, she
noted that casting one show is not an iso-
lated activity; that in talking to an agent
about using one of his clients on one pro-
gram she may agree to audition another
actor he handles for another show; that cast-
ing of any show is apt to be a matter of
minutes spent in a number of hours or
hours in a number of days rather than a
concise time package.
Casting for television is divided about 50-
50 between independent casting directors
like herself and the casting departments of
the tv networks and the major motion pic-
ture studios which also make tv films, she
estimated.
In casting a tv show, Miss Burch makes
every effort to cast characters rather than
types. But for commercials, the reverse is
true. Here she begins with a session with
the advertising agency in which she studies
the story board and is instructed as to the
type of people that are desired: the young
suburban housewife, the grand dame, the
freckle-faced boy, etc.
"Agencies always want readings for the
commercial parts, even if they're only one
line, so I try to have six or seven people
read each one, especially if it's a young
feminine part. For male roles, numbers
aren't so important and if I have one actor
I think is right, I can usually get him ac-
cepted without having to supply others for
a competitive reading."
Scale for actors employed on commer-
cials varies with the type of commercial,
spot or program, and with the number of
cities in which it is to be used. Minimum
for spot commercials done on camera is $70
each for 13 weeks use in 1-5 cities, with $35
for each 13-week renewal; $105 each for
13 weeks for use in 6-20 cities and $140
each 13 weeks use in more than 20 cities.
For program commercials, the 1-5-city fee
is $105 each 13 weeks; $140 for the same
time for 6-20 cities and $70 for single use
in more than 20 cities, with $50 for each
individual re-use.
Miss Burch's office day begins at 9 a.m.,
usually at her main office at the Hal Roach
Studios (she casts most of the tv shows
produced there), from which she travels
to her other offices, at Goldwyn, General
Service and Motion Picture Center, to con-
fer with associates headquartered there. Be-
TALENT BUYER, TALENT SELLER in daily
contact, discussing available talent and tv
show needs, are Miss Burch and Robert
Oakley. Actors' agent Oakley is a former
actor himself, who started in the agent busi-
ness with Bing Crosby's brother, Everett.
When that agency was dissolved, he joined
Famous Artists, and later worked for KTTV
(TV) and was an associate producer for
NBC in Hollywood. He opened his own
agency recently.
fore she gets away at 7 p.m. (seldom earlier
although frequently later) she will have held
two or more conferences with producers
about scripts, made plans for me2tings and
readings, called actors for interviews and
readings, held interviews and attended read-
ings, made deals with agents for the people
set for parts, talked to actors, writers and
advertising agency executives, agreed to talk
to people just arrived in Hollywood from
New York (or possibly London or Paris
or Rome), etc.
On Tuesdays, Miss Burch holds "open
interviews" for new talent. Evenings are
also devoted to talent hunting at the thea-
tre, at the movies, at productions staged by
drama clubs, dramatic schools and little
theatre groups, or at home watching tv. And
her day will probably end, about midnight,
as it began, with a session of reading scripts.
Broadcasting
October 21, 1957 • Page 43
HUB iim ^I^S
clicks on
The Bill Kemp Show
Here's another helping of high-powered
showmanship and salesmanship on
American Radio.
Here's Bill Kemp — popular comedian,
of radio and stage fame— with a brand-new
hour of live fun and music. The Monday-
through-Friday Bill Kemp Show is packed
with plenty of currently popular music, and
spotlights top vocalist Peter Hanley (live),
songstress Betty Holt (live), The Upbeats
(live), Neal Hefti's orchestra (live) and
announcer George Ansbro (live).
This is entertainment that's geared to
do high-powered selling to nighttime
radio's youngest family audience. It's live
radio. It's fun radio. It's American Radio.
American Radio!
adds a nighttime music-and-fun session to American's
all -new, all -live line-up, weekdays, 8 to 8:55 pm
TALENT AGENTS
>°* 10% fQ/O
double commissioning and, along with the
AGVA contract, stipulates that an agent
may take no commission at all from mem-
bers when they perform for minimum scale.
For instance: The SAG minimum is $80 a
day, but the agent is allowed to deduct $8,
leaving the minimum-scale SAG member
with $72 for his day's work. AFTRA and
AGVA contracts won't allow this; unless the
agent is able to get their members more
than scale, he gets no commission.
Various union rules also provide that if
an agent's client goes without work for 91
days he may fire his agent, and vice versa.
With AFTRA and SAG, the specified mini-
mum is 15 days of work out of 91. But the
two unions have somewhat different versions
of what constitutes a day's work in television
and radio. AFTRA stipulates that each radio
broadcast, live or transcribed, is equal to
one day's work but rebroadcasts and re-
hearsal time don't count. Each tv broadcast
amounts to IVz days' work, but here re-
hearsal time is included (except that each
rehearsal day beyond three stretches out the
91 -day period by that much). During June,
July and August each radio broadcast counts
as IV2 days instead of 1, and each telecast
becomes 3% days instead of 2V2. Each
master phonograph record is a day's work,
year around.
SAG goes along generally with the
AFTRA definition of what is work in radio
and the record business but has a lower
opinion of television work, where a telecast
counts as only two days' employment. How-
ever, if rehearsals stretch out past two days,
each day counts as an extra half-day. Unlike
AFTRA, SAG puts no premium on summer-
time work.
With AGVA clients, an agent has to work
faster. Here he has only 90 days, not 91, in
which to see that the client gets a minimum
amount of work. And the minimum is not
15 days but five weeks. The standard AGVA
contract describes "an appearance" in tele-
vision as a full week's work, with certain
qualifications, but apparently does not regard
radio as recognizable work at all. For an
AGVA member, a tv appearance is a week's
work provided ( 1 ) that the pay is the same
as for a week's work in the variety field,
and (2) that the agent is'the artist's exclusive
representative in tv. If the client's tv pay is
less than he would get for a week in the
variety field, the time-worked credit is scaled
down proportionately.
Aside from the various talent unions with
which they deal, agents have clubs of their
own, designed to protect their own interests.
One such is the Artists' Managers Guild,
formed in Hollywood in 1936 when unions
were becoming active in the entertainment
field and the agents felt they needed an
equal footing. AMG, which has 65 to 70
members out of perhaps 125 agencies active
STORY CONTINUED ON PAGE 56
22 AGENTS AND THEIR STABLES
One of the most carefully guarded secrets
of most major talent agents is their complete
list of active clients.
For whatever reason — protection against
piracy and maintenance of better control
over casting are among reasons that have
been advanced — a majority of leading agents
have a firm policy against releasing lists for
publication.
Despite this urgent secrecy, Broadcast-
ing presents in these pages what is possibly
the most complete list of clients, by agent,
that has been published in recent years.
The compilation does not pretend to cover
all agents active in television and radio, nor
even all of the most active. Nor, in most
cases, are the lists complete for the in-
dividual agents.
The information was compiled from many
sources. In a few cases, lists were supplied
by agents themselves. But that number was
small. In most cases the rosters came piece-
meal from a number of authorities whose
business it is to keep up to date on who is
whose client.
By no means all of this information is up
to date, but every effort was made to make
it as current as possible and at the same
time to reconcile conflicting claims — of
which many occurred — between various
lists.
In the tabulations which follow, many
artists will be shown as clients of two or
more agents. In many instances they are, be-
cause many have different agents for dif-
ferent fields, but in other instances are on
two or more lists simply because those
agents have, at one time or another and to
one person or another in the recent past,
held themselves out as the representative
of the talent involved. Additionally, in some
cases an agent's list will include clients he
is handling for another agent who operates
primarily in another area.
Insofar as was possible, non-performers
have been classified with their individual
talent specialties in parentheses.
ASHLEY-STEINER
MEN
Peter Arnell
Bil Baird
John Barrymore Jr.
Herb Brodkin
(producer)
Yul Brynner
Hume Cronyn
Dick Haymes
Robert Q. Lewis
Sidney Lumet
(director)
Irving Mansfield
(producer)
Albert McCleery
(producer)
Worthington Miner
(producer)
Cameron Mitchell
Jules Munshin
Ralph Nelson
(producer-director)
Bert Parks
Reginald Rose
(writer)
George Sanders
Rod Serling
(writer)
Herb Shriner
Walter Slezak
Peter Ustinov
(writer-actor)
Mike Wallace
WOMEN
Cora Baird
Gertrude Berg
Jayne Mansfield
Jessica Tandy
BAUM-NEWBORN
MEN
Don Ameche
Martin Balsam
Gene Barry
Royal Seal
Ed Binns
Richard Boone
Lloyd Bridges
Raymond Burr
Red Buttons
Richard Carlson
Renzo Cesana
Fred Clark
Staats Cotsworth
Brian Donlevy
Richard Egan
J. C. Flippen
Paul Ford
Eduard Franz
Reginald Gardner
Jack Haley
William Harrigan
Buster Keaton
Brian Keith
Dennis King
Harvey Lembeck
Noel Leslie
Walter Matthau
Victor McLaglen
Ricardo Montalban
Sal Mineo
Wayne Morris
Arnold Moss
Jules Munshin
Gene Nelson
Paul Reed
Harry Richman
Gilbert Roland
Mark Rydell
Paul Stewart
Robert Weede
Ronnie Welsh
Robert Young
WOMEN
Janet Blair
Geraldine Brooks
Vanessa Brown
Janis Carter
Augusta Dabney
Hope Emerson
Lisa Ferraday
Constance Ford
Beverly Garland
Virginia Gibson
Paulette Goddard
Charlotte Greenwood
Susan Johnson
Katy Jurado
June Lockhart
Sarah Marshall
Osa Massen
Claudia Morgan
Maureen O'Sullivan
Gena Rowlands
Martha Scott
Sylvia Sidney
Benay Venuta
Page 46 • October 21, 1957
Broadcasting
Young Rubicam,mm€'
Advertising
NEW YORE ■ CBICAOO ■ DETROIT ■ SAN FRANCISCO ■ LOS ANGELES ■ HOLLYWOOD ■ MONTREAL ■ TORONTO
LONDON ■ MEXICO CITY ■ FRANKFURT ■ SAN JUAN • CARACAS
BEAT IT
PUSH IT
WATCH IT
Fads in television may come and go, but one prin-
ciple always remains true: if you add "action" to
"sight and sound" you get unusual results.
Knowing how to achieve this extra dimension of
demonstration calls for a knowledge of the product
you want to sell, the people you want to reach —
and an understanding of what television as a medi-
um will and can do.
1 fiK
TALENT AGENTS
BRISCOE, GOLDSMITH & ARTHUR
MEN
John Akar
Tom Amoury
William Ball
Harry Bannister
Henry Bechman
George Boskovec
Donald Buka
Hal Burdick
Louis Camuti
Alan Coates
Frank Conroy
Stephan Courtleigh
Peter Craig
Bill Daniels
Tom Ellis
Richard Franchot
Tarry Green
John Heath
Gerald Hiken
Eddie Hilgemeier
Stephen Joyce
Ian Keith
David King-wood
Mark Lenard
Michael Lipton
Jack McKelvey
Douglas Montgomery
Herbert Nelson
Albert Ottenhemier
Leo Penn
William Post Jr.
John Ramondefta
Lester Rawlins
Ted Roberts
Guy Spaull
Frederick Tozere
Arthur Treacher
Stuart Vaughan
(director)
Joseph Warren
O. Z. Whitehead
John Williams
WOMEN
Winifred Aimslee
Carol Ann Beery
Ruth Chatterton
Chevi Colton
Valerie Cossart
Joan Croyden
Olive Deering
Sandy Dennis
Patricia Fay
Florida Friebus
Libby Holman
Averil Logan
Monica Lovett
Elspefh March
Ruth Matteson
Anne Meacham
Beryl Moore
Miriam Phillips
Zalya Talma
Leora Thatcher
Astrid Welsrud
Dorothy Whitney
JANE DEACY
MEN
Paul Barnes
(scenic designer)
Fred Beir
Crahan Benton
George Grizzard
Clu Gulager
Bill Gunn
Larry Hagman
Clint Kimbrough
Gerald O'Loughan
Ben Piazza
Logan Ramsey
Cliff Robertson
WOMEN
Joan Chandler
Dorothy Hammond
Alice Ghostley
Jo Anna March
Linda March
Jane McArthur
Kathleen Murray
Joanna Visher
NAT DEBIN
MEN
Tom Aherne
Robert Cass
Chet Learning
Cliff Norton
Wood Romoff
Joseph Ruskin
Oggie Small
Archie Smith
Leonard Smith
Norwood Smith
WOMEN
Stacey Graham
Joan Harvey
Dorothy Love
Sylvia Stone
Susan Willis
CARL EASTMAN
MEN
Alan Anthony
Nelson Case
Ernest Chapped
Bob Collier
Allyn Edwards
Mike Fitzmorris
Carl Frank
Al Hodge
Carl King
Joe O'Brien
Bob Pfieffer
Tod Russell
Ward Wilson
WOMEN
Joan Alexander
Betty Brewer
Lisa Charell
Julie Conway
Vivian Farrar
Joyce Gordon
June Graham
Ruth Jackson
Helen Lewis
Gloria Louis
Gloria Okin
FAMOUS ARTISTS
MEN
Bradford Dillman
Biff McGuire
Tony Taylor
Gloria Grahame
Marisa Pavan
Don Durant
David Niven
Geoffrey Toone
Barbara Gray
Jane Powell
Philip Abbott
David Farrar
Tommy Noonan
Tom Tryon
Jane Greer
Julie Reding
Eddie Albert
Frank Faylen
Donald O'Connor
Gladys Holland
Thelma Ritter
Dana Andrews
Errol Flynn
Michael O'Shea
WOMEN
Betty Hutton
Ginger Rogers
Edward Andrews
William Gargan
Jack Palance
Judi Jordan
Ruth Roman
Orson Bean
Vittorio Gassman
Fess Parker
Julia Adams
Betty Lou Keim
Hillevi Rombin
Jacques Bergerac
Farley Granger
Michael Pate
Judith Anderson
Joi Lansing
Pippa Scott
Jim Brown
Earl Halliman
Anthony Quayle
Heather Angel
Julie London
Ann Sheridan
Red Buttons
Sterling Hayden
George Raft
Lauren Bacall
Betty Lynn
Lois Smith
Rory Calhoun
Van Heflin
Claude Rains
Joan Bennett
Diana Lynn
Barbara Stanwyck
Rod Cameron
Dean Jagger
Jeff Richards
Julie Bishop
Margo
Jessica Tandy
Sidney Chaplin
Rick Jason
Cyril Ritchard
Ann Blyth
Gloria Marshall
Kay Thompson
Ken Clark
Van Johnson
Cliff Robertson
Joan Caulfield
Dorothy McGuire
Claire Trevor
Lee J. Cobb
Arthur Kennedy
Gustavo Rojo
Jeanne Crain
Dolores Michaels
Mamie Van Doren
William Conrad
William Lundigan
William Shafner
Audrey Dalton
Liliane Montevechi
Vera-Ellen
Bill Cord
Joe Mantell
Henry Silva
Jane Darwell
Merle Oberon
Barbara Wilson
Hume Cronyn
Dewey Martin
John Smith
Carole Eden
Maureen O'Hara
Marie Wilson
Helmut Dantine
James Mason
Rod Steiger
Rhonda Fleming
Janis Paige
Patrice Wymore
John Derek
Darren McGavin
Gil Stratton Jr.
Nina Foch
Elizabeth Patterson
GENERAL ARTISTS CORP.
MEN
Russell Arms
Alan Carney
Perry Como
Leo de Lyon
Frank Faylen
Jerry Hausney
Tim Herbert
Frankie Laine
Gil Lamb
Julius La Rosa
Broc Peters
Johnny Ray
Lanny Ross
WOMEN
Jean Carroll
Mindy Carson
Beverly Dennis
Frances Langford
Peggy Lee
Bunny Lewbell
Monica Lewis
Denise Lor
Lynn Loring
Beverly Lunsford
Patti Page
Lillian Roth
Page 48 • October 21, 1957
Broadcasting
when
WABC-TV
gave
NEW YORK CITY
the
StfOCK
treatment
RATINGS vaulted 619i to 11.5
AUDIENCE SHARE , catapulted 309"/° to 38.9
SETS IN USE spiralled 682% to 29.6
. . . and WABC-TV rocketed from fifth to first place
in the time period for the first time!
It has often been said that New Yorkers have "seen everything" . . . but
WABC-TV proved it isn't so, at least as far as television is concerned!
They were rooted to the edge of their living room chairs until 12:45 A.M.
that Thursday* night to see the original "FRANKENSTEIN" . . . one of
W ABC-TV's 52 great first run "SHOCK" hair-raisers!
YOUR AUDIENCE IS READY FOR A "SHOCK" TREATMENT
Call or wire
*oct. a
SOURCE : A.K.B. and Trendo*
new york * Detroit • Chicago • Television Subsidiary of Columbia Pictures - Hollywood • new Orleans
Broadcasting October 21, 1957 • Page 49
TALENT AGENTS
MILTON GOLDMAN AGENCY
MFN
1 v± All 1 V
Leon Danelian
John Kellogg
Rex O'Malley
WOMFN
Eva LeGailienne
Henry Daniell
Leonid Kinsley
Franklin Pangborn
r unonio 1 onntnuirn
EUjjclllc LtfOIITOvltn
John Abbott
Tnnvor Hnuin
I iiuvci 1/UVIU
rtrtuiri rfninnt
l/UVIU IXIIIUIII
Kliaal Pntrirk
iiiiici run niv
Elisabeth Bergner
Lo r etta Leverser
Casey Adorns
Brian Donlevy
Fornnnnn 1 nmnc
William Pitkin
Edna Best
Alina Mfi^MnhAN
Hiine iviacivicinon
Mny A w>iwii
Tom Drake
Mnrrv 1 nnrJ pre
(scenic designer)
Patricia Bos worth
Luba Molina
Alvin Ail©y
Michael Ebert
Basil Langton
Don Porter
Sallie Brophy
M n r v A lira AAo Ara
^lavalrtnrl Amnrv
Lehman Engel
( di rector)
Judson Pratt
Jean Byron
RODin iviury on
(writer)
(cond uctor)
U/ilrrari 1 nuuenn
fV III ICU LUWJUII
am In P r ire>
i nr:nna 1 n uot
vUlilllt ; blliVCI
Pat Morrison
Ed word Andrews
Piritnrn Frnmnn
IxlHIUfU Li UIIIUII
Frrtnri< LAnprpr
I 1 UIIII3 16U6I CI
Vincent Price
Ilka Chase
Anna Neagle
InmAC urontnn
Walter Fitzgerald
William Lewis
William Prince
Ellen Christopher
Perl ita Neilsen
Pirnnrii A rlon
Rrn mwall Flatrnar
Howard Lindsay
Anthony Quay le
Norma Connolly
Ma rga ret O Br ten
Sici Arn a
•>ig r^t llv
La wren ce Fletcher
Charles Lisanby
Ellis Rabb
Norma Crane
V . UI IU iyuiiu
Fronrirv Acntftn
Dick Foran
(designer)
Ron Randell
Peggy Cummins
r.orciitc nccu
(choreog ro pher)
Wallace Ford
John Litel
Basil Rathbone
Audrey Dalton
D ■ ci no Rivers
Leon Askin
PrActnn Fnctoi*
ncsiuii 1 U5ICI
Inrv 1 n rt\
Phifin RppH
r iiiiiu
left rial Pico, m
Gail Russell
U *r n rtrrl AHonnnrni inn
Minaru MiicnDorougn
Frederic Franklin
Eugene Loring
Hugh Reilly
Judith Evelyn
Paririu Dunn
■eggy Ryan
Alon Baxter
Dart Eroarl
Dell riccQ
( rhnrAnarnnhprl
\tnwi cu^i upuci /
Cvril Ritrhnrr)
»— y i 1 1 |\| i liiui u
Ponnw Cniiru
rt*39/ r"**ry
Dorothy Sarnoff
Cecil Beoton
Reginald Gardner
Potor 1 nrro
Kevin Scott
itiui y rusKcn
Mary Scott
(costume designer)
Stunrt (iarmnin
JIUUI 1 VCIIIIUIII
Inrtn 1 iintnn
\Ay i 1 1 i n m InninAr
■ f IIIIUIII JIIUIHt '
r rn n rcc Fiillor
1 IUIIIC3 i unci
Cornelia Otis Skinner
HrlirA Rannott
Diutc Dcnnen
Don Gordon
Jeffrey Lynn
Frank Silvera
Mnnrlfi [>nnnr
Brett Somers
Joccjues Bercjerac
Farley Granger
Ray MacDonnell
Rob Simms
Betty Garde
HgIsh Stenborg
Richard Boone
Will Gregory
Barton MacLane
Zachary Solov
Priscilla Gillette
Dorothy Stickney
Neville Brand
Neil Hamilton
Arthur Malet
(choreographer)
Hermione Gingold
Dolores Sutton
Peter Brandon
Sir Cedric Hardwicke
Jack Manning
Warren Stevens
Daryl Grimes
Nita Talbot
Don Briggs
Rory Harrity
Joe Mantell
Richard Striker
Sara Haden
Helen Tamiris
David Burns
Tom Hatcher
Raymond Massey
Cliff Tatum
Signe Hasso
Marrian Walters
Raymond Burr
Jack Hawkins
Kerwin Matthews
Kenneth Tobey
Robinson Hayes
Lucille Watson
Mickey Calin
Gordon Heath
Gerry Matthews
Richard Todd
Marcia Henderson
Margaret Webster
Frank Campanella
Louis Hector
Scott McKay
Bill Travers
Marsha Hunt
Rebecca West
Richard Carlyle
William Hickey
James Millhallin
William Traylor
Frieda Inescort
Joan Wetmore
Morris Carnovsky
Darryl Hickman
Henry Morgan
Peter Walker
Patricia Jessel
Christine White
John Carradine
Halliwell Hobbes
Zero Mostel
Douglas Watson
Margaret Johnston
June White
Eduardo Cianelli
John Holland
Daniel Nagrin
Donald Wolfit
Nora Kaye
Mary Wickes
Hans Conreid
Trevor Howard
Leslie Nielsen
Tommy White
Anne Kimbell
Nancy Wickmire
Richard Coogan
Barnard Hughes
David Nillo
Wilfred Hyde White
Phyllis Kirk
Marian Winters
Philip Coolidge
Rex Ingram
(choreographer)
Hedy Lamarr
Blanche Yurka
Jerome Cowan
Jackie Kelk
Warren Oates
Cristyne Lawson
MARTIN GOODMAN PRODUCTIONS
MEN
Bill Cullen
Hugh Downs
Jack Haskell
Merrill Heater
Henry Hull
Mert Koplin
(producer)
Dick Stark
Jonathan Winters
Donald Woods
WOMEN
Carol Burnett
Arlene Francis
Bess Myerson
JEFF HUNTER
MEN
Frank Albertson
Philip Bourneuf
Rochard Derr
Perry Fiske
Bramwell Fletcher
Lee Goodman
Steven Hill
Richard Hylton
Richard Jaeckel
Charles Nolte
Everett Sloane
Arthur Storch
Joseph Sweeney
Franchot Tone
Douglas Watson
WOMEN
Annabella
Barbara Ashley
Jocelyn Brando
Sally Brophy
Nancy Coleman
Constance Dowling
Doris Dowling
June Duprez
Margery Gray
Ann Jackson
Anne Pearson
Beatrice Pearson
Eugenia Rawls
Frances Reid
Romula Robb
Gena Rowlands
Mary Sinclair
Dorothy Stickney
Jo Van Fleet
Chris White
HARRIET KAPLAN-LILY VEIDT INC.
MEN
Dan Frazer
Robert Lansing
WOMEN
Ann Hillary
Louise Piatt
Mickey Freeman
Sam Levine
Freda Holloway
Virginia Radciiffe
Sidney Armus
Robert Gist
James Lipton
Freda Altman
Dorrit Kelton
Gail Robbins
George Baxt
Allan Hale Jr.
Don Manckiewicz
Zobra Alton
Hope Lange
Joanna Roos
John C. Betcher
Russell Hardy
Roddy McDowell
Madeleine Carroll
Angela Lansbury
Peggy Rowles
Larry Blyden
Arthur Hill
Richard Morse
Joan Diener
Sondra Lee
Ann Sargeant
Francis Compton
Laurence Hugo
Douglas Fletcher Rodgers
Glenda Farrell
Brenda Lewis
Sylvia Sidney
Peter Cookson
Bill Hurst
Walter Rooney
Nina Foch
Beatrice Lill'e
Betty Sinclair
Ward Costello
Richard Jaeckel
Edmon Ryan
Betty Garde
Viveca Lindfors
Eva Soreni
Jon Cypher
Leon Janney
Gene Saks
Louella Gear
Doris Lloyd
Marianne Stewart
Douglas Dick
Victor Jory
Alexander Scourby
Bonita Granville
Nan McFarland
Beatrice Straight
Dino Di Luca
Henry Kane
Karel Stepanek
Dolly Haas
Augusta Merighi
Paula Truman
Alfred Drake
Don Keefer
Rooden Streeter
Susan Harrison
Meg Mundy
Janet Ward
Bobby Driscoll
Jerome Kilty
Robert Webber
Irene Hervey
Hildy Parks
Page 50 • October 21, 1957
Broadcasting
when
KRON-TV
gave
SAN FRANCISCO
the
SHOCK
treatment
RATINGS boomed 807% to 24.5
AUDIENCE SHARE ^ 267% to 61.3
SETS IN USE bhomed 147% to 40.0
Everyone stayed up that Thursday* and KRON-TV's ratings
leaped up when it premiered the first of its 52 first run
"Shock" features ...the original "FRANKENSTEIN"!
The rating history, on all channels, for the 10:30 to
midnight time period was completely re-written . . . and
KRON-TV jumped to first place by a wide margin!
YOUR AUDIENCE IS READY FOR A "SHOCK" TREATMENT
Call or wire
SOURCE: A.B.B. an&Tremie*
new york • Detroit • oMCAoo • Television Subsidiary of Columbia Pictures . hoiiywood « new orieans
Broadcasting October 21, 1957 • Pag
TALENT AGENTS
OLGA LEE-STEPHEN DRAPER AGENCY
MEN
Frank Aletter
Romney Brent
Alexander Clark
Paul Crabtree
(director)
James Daly
Felix Deebank
Donald Hastings
John Irving
Arch Johnson
Richard Kiley
Charles Korvin
Donald May
John Marley
Pat McVey
Frank Milan
John Perkins
James Pritchetf
Anthony Quinn
Richard Shepard
Alan Sklar
Jamey Smith
Guy Sorrell
George Wallace
David White
WOMEN
Judith Anderson
Dolores Del Rio
Pat England
Jan Ferrand
Mary Finney
Eva Gabor
Joan Hotchkiss
Abigail Kellogg
Jessie Royce Landis
Bryarly Lee
Nancy Marchand
Janice Mars
Enid Markey
Mary Michael
Rosemary Murphy
Una O'Connor
Geraldine Page
Sally Pierce
Rosemary Rice
Natalie Schaefer
Sasha Von Scherler
Callin Wilcox
Nina Wilcox
LESTER LEWIS ASSOC.
MEN
Johnny Andres
Gil Christy
Walter Kiernan
Leonard Lyons
(columnist)
Bill Malone
Lan O'Kun
Bud Palmer
Jean Sullivan
Horace Sutton
Bob Williams
WOMEN
Betty Alexander
Millette Alexander
Gloria Case
Lynn Dollar
Virginia Graham
Judy Johnson
Kit Kinne
Shari Lewis
Sylvia Lyons
Mary Margaret McBride
Caroline O'Connor
Sarah Palfrey
Maria Tallchief
Harriet Van Home
Mary Kay Wells
Patricia Wheel
MCA
MEN
Robert Flemyng
Paul Langton
Jacques Sernas
Constance Cummings
Parker McCormick
Henry Fonda
Steve Lawrence
Zachary Scott
Patricia Cutts
Joan McCracken
Mort Abrahams
Tennessee Ernie Ford
Jerry Lester
Everett Sloane
Dorothy Dandridge
Siobhan McKenna
(producer)
John Forsythe
Liberace
Robert Sterling
Betsy Drake
Ethel Merman
Charles Aidman
Bob Fosse
Gene Lyons
Jimmy Stewart
Anita Ellis
Felicia Montealegre
Mario Alcalde
(choreographer)
Fred MacMurray
Dean Stockwell
Faye Emerson
Terry Moore
Robert Alda
William Gargan
Gordon MacRae
Rip Torn
Madge Evans
Jane Morgan
Richard Allen
Jimmy Gavin
Gary Merrill
Paul Tripp
Betty Furness
Jaye P. Morgan
Morey Amsterdam
Ben Gazzara
Jackie Miles
Harry Von Zell
Rita Gam
Robin Morgan
Joseph Anthony
Mike Gazzo
Ray Milland
Michael Wager
Peggy Ann Garner
Vivian Nathan
(director and actor)
(writer)
George Montgomery
Robert Wagner
Betty Garrett
Cathleen Nesb tt
Charlie Applewhite
Lome Greene
Don Morrow
Richard Widmark
Tammy Grimes
Betsy Palmer
Jean Pierre Aumont
Richard Greene
Conrad Nagel
Cornel Wilde
Betty Ann Grove
Katina Paxinou
Phil Baker
James Gregory
Paul Newman
Chill Wills
Carol Haney
Marguerite Piazza
Harry Belafonte
Merv Griffin
Lloyd Nolan
Joseph Wiseman
Eileen Heckart
Lili Pons
Edgar Bergen
Clay Hall
Russell Nype
Eileen Herlie
Donna Reed
Charles Bickford
Peter Hanley
Edmond O'Brien
WOMEN
Hildegarde
Elise Rhodes
Theodore Bikel
Don Hamner
Dan O'Hearlihy
Phyllis Hill
Gaby Rodgers
Ward Bond
Jeff Harris
Dennis O'Keefe
Edie Adams
Pat Hitchcock
Ann Rutherford
Victor Borge
Rex Harrison
Jack Paar
Anna Maria Alberghetti
Joan Holloway
Lisbeth Scott
John BorufT
Paul Hartmcn
John Payne
Julie Andrews
Georgiann Johnson
Moira Shearer
Jack Buchanan
Hurd Hatfield
Tony Perkins
Peggy Ashcroft
Kay Kendall
Maureen Stapleton
Jack Carson
Dick Haymes
Nehemiah Persoff
Carroll Baker
Monica Lewis
Elaine Stewart
Jack Carter
Van Heflin
Tyrone Power
Kaye Ballard
Lilo
Susan Strasberg
Russell Collins
Charlton Heston
Cameron Prud'homme
Eva Bartok
Viveca Lindfors
Gloria Stroock
Ben Cooper
Steve Hil!
Carl Ravazza
Nancy Berg
Joanne Linvelle
Ann Todd
Wendell Corey
Pat Hingle
Ronald Reagan
Polly Bergen
Joan Loring
Constance Towers
Joseph Cotten
Stanley Holloway
William Redfield
Valerie Bettis
Lynn Loring
Helen Traubel
Robert Cummings
Tim Hovey
Michael Redgrave
Isabel Bigley
Phyllis Love
Evelyn Varden
Dennis Day
Sonny Jomes
Liam Redmond
Claire Bloom
Myrna Loy
Nancy Walker
William D em a rest
Johnny Johnston
Mark Richman
Jocelyn Brando
Shirley MacLaine
Fran Warren
Brandon DeWilde
Henry Jones
Martin Ritt
Teresa Brewer
Elaine Malbin
Rebecca Welles
George DeWitt
Boris Karloff
(director)
Spring Byington
Nancy Malone
Joanne Woodward
Billy DeWolfe
Kurt Kasnar
Fred Robbins
Diahann Carroll
Gloria Marlowe
Irene Worth
Stephen Douglass
John Kerr
Albert Salmi
Carol Channing
Peggy Maurer
Martha Wright
Nelson Eddy
Alan King
Tommy Sands
Rosemary Clooney
Gisele MacKenzie
Shirley Yamaguchi
John Ericson
Jack Klugman
Milton Selzer
Anita Colby
Patty McCormack
william McCaffrey agency
MEN
Art Carney
Page 52 <
Myron McCormack
Dan Morgan
WOMEN
Ilka Chase
Eileen Heckhart
Mary Jackson
Mary Martin
Kathy Nolan
October 21, 1957
Nancy Olson
Broadcasting
when
KENS-TV
gave
SAN ANTONIO
the
treatment
RATINGS galloped 457% to 41.8
AUDIENCE SHARE 197% tO 69.7
SETS IN USE spurred 105% to 60.0
Meanwhile . . . back at every ranch, that Friday* night,
from 10:00 P.M. to 11:30 P.M. all the hootin' and
hollerin' was for the KENS-TV debut of the first
of the 52 "SHOCK" blood chillers!
KENS-TV corralled its biggest late night audience
and they reckon they'll be keeping these outdoor folks
indoors for each of these full length shockers,
never before shown on TV!
YOUR AUDIENCE IS READY FOR A "SHOCK" TREATMENT
Call or wire
•OCT. 4
SOURCE: AJS.B. and Traadtx
new york - oetroit . Chicago • Television Subsidiary of Columbia Pictures
Broadcasting
HOLLYWOOD « NEW ORLEANS
October 21, 1957 • Page 53
TALENT AGENTS
10% **
WALLACE MIDDLETON
MEN
Roy Baker
Hal Baylor
Charles Boaz
Ben Cameron
David Clark
Ashley Cowan
Kem Debbs
Ian Douglas
Ross Ford
Gilbert Frye
Tim Graham
Jonathan Hale
Hans Herbert
Tim Johnson
Joe Kirkwood
Mike Lane
Glenn Langan
Ian MacDonald
Peter Miles
Carl Mirey
Erie Nicklewood
Frank Puglia
Kam Tong
Michael Whalen
WOMEN
Kathy Adams
Betty Blythe
Dorothy Bruce
Dorothy Crehan
Adrienne d' Ambricourt Adele Jergens
Yola d'Avril
Cathy Downs
Evelynne Eaton
Edith Evanston
Mary Field
Betty Hanna
Teresa Harris
Kitty Kelly
Queenie Leonard
Donna Martell
Joyce Meadows
Jean Parker
Jill Richards
Soo Yong
WILLIAM MORRIS
MEN
Glenn Ford
Chester Morris
Carlefon Young
Ava Gardner
Peggy McCay
Steve Forrest
Don Murray
Henny Youngman
Greer Garson
Catherine Mcleod
Bud Abbott
Phil Foster
Jan Murray
WOMEN
Joanne Gilbert
Maggie McNamara
Brian Aherne
Anthony Franciosa
Barry Nelson
Margalo Gilmore
Jayne Meadows
Eddie Albert
Stan Freeman
Lou Nelson
Nel!e Adams
Lillian GIsh
Una Merkel
Rod Alexander
Dave Garroway
. David Niven
Louise Allbritton
Gogi Grant
Shirley Mitchell
Ames Brothers
Pedro Gonzales
Elliott Nugent
Andrews Sisters
Bonita Granville
Patrice Munsel
Richard Anderson
Stewart Granger
Hugh O'Brian
Phyllis Avery
Mitzi Green
Noreen Nash
Tod Andrews
Andy Griffith
Arthur O'Connell
Eugenie Baird
Jane Greer
Mildred Natwick
James Arness
Buddy Hackett
Walter O'Keefe
Anne Bancroft
Nancy Hadley
Hildegard Neff
Lew Ayres
Jack Haley Jr.
Olsen & Johnson
Talullah Bankhead
Jean Hagen
Lori Nelson
Alan Baxter
Jon Hall
Frank Parker
Patricia Barry
Florence Halop
Barbara Nichols
Ralph Bellamy
Rusty Hamer
Jan Peerce
Ethel Barrymore
Carol Haney
Lucille Norman
Milton Berle
Laurence Harvey
Lee Phillips
Eva Bartok
Julie Harris
Sheree North
Al Bernie
Richard Haydn
Walter Pidgeon
Eileen Barton
June Havoc
Kim Novak
Joey Bishop
Peter Lind Hayes
Dick Powell
Constance Bennett
Margaret (Maggie) Hayes
Cathy O'Donnell
Sidney Blackmer
Dick Hoymes
Otto Preminger
Mimi Benzell
Rita Hayworth
Debra Paget
Larry Blyden
Paul Henreid
Elvis Presley
Barbara Billingsley
Mary Healy
Janis Paige
Ray Bolger
Edward Everett Horton
Robert Preston
Vivian Blaine
Sonja Henie
Maria Palmer
Lee Bowman
John Ireland
Frlmiinrt Piirnnm
tuiliuiiu r uiuviii
Pat Breslin
Audrey Hepburn
Eleanor Parker
Charles Boyer
Burl Ives
I InllMa Pm nc
Barbara Britton
Katherine Hepburn
Neva Patterson
Eddie Bracken
Conrad Janis
Gene Rayburn
Pamela Brown
Judy Holliday
Marguerite Piazza
Walter Brennan
David Janssen
Elliott Reid
Susan Brown
Celeste Holm
Zasu Pitts
Lloyd Bridges
George Jessel
Carl Reiner
Vanessa Brown
Betty Hutton
Eleanor Powell
Carl Brisson
Barry Jones
Danny Richards Jr.
Virginia Bruce
Martha Hyer
Jane Powell
Peter Broandon
Danny Kaye
Edward G. Robinson
Judy Canova
Hollis Irving
Roberta Quinlan
Joe E. Brown
Stubby Kaye
Charlie Ruggles
Pat Carroll
Rene Jeanmarie
Martha Raye
John Mason Brown
Howard Keel
Robert Ryan
Sue Carson
Ann Jeffries
Maria Riva
William Campbell
Robert Keith
Sabu
Imogene Coca
Glynis Johns
Barbara Ruick
Eddie Cantor
John Milton Kennedy
Dick Shawn
Claudette Colbert
Georgiann Johnson
Dorothy Sarnoff
Phil Carey
Michael Kidd
Hank Simms
Cass Daly
Carolyn Jones
Carol Shannon
Leo Carillo
(choreographer)
Frank Sinatra
Denise Darcel
Shirley Jones
Roberta Sherwood
Hoagy Carmichael
Michael King
Arnold Stang
Lili Darvas
Beatrice Kay
Jean Simmons
Johnny Carson
Otto Kruger
Robert Sterling
Emlen Davis
Deborah Kerr
Mary Sinclair
Maurice Chevalier
Fernando Lamas
Bill Stern
Joan Davis
Peggy King
Dolores Singleton
Robert Clary
Peter Lawford
Mark Stevens
Laraine Day
Lisa Kirk
Cornelia Otis Skinner
Whitfield Connor
Pinky Lee
Bert Stone
Gloria DeHaven
Phyllis Kirk
Lei Lani Sorenson
Philip Coolidge
Jack Lemmon
Ezra Stone
Marlene Dietrich
Earth a Kitt
Ann Sothern
Jackie Cooper
Sheldon Leonard
Larry Storch
Barbara Dodd
Angela Lansbury
Betta St. John
Robert Culp
Paul Lukas
Sheppard Strudwick
Jeff Donnell
Piper Laurie
Yma Sumac
James Daly
Karl Maiden
Robert Sweeney
Dolores Dorn-Heft
Carol Lawrence
Inga Swenson
Vic Damone
Hal March
Akim Tamiroff
Vicki Dougan
Cloris Leachman
Phyllis Thaxter
Ray Danton
James Mason
Danny Thomas
Joanne Dru
Eva LeGallienne
Margaret Truman
Sammy Davis Jr.
Kevin McCarthy
Casey Tibbs
Rosemary Edelman
Lilo
Natalie Trundy
Dennis Day
Joel McCrea
Dan Tobin
Anita Ekberg
Anita Louise
Elana Verdugo
Don DeFore
Darren McGavin
Mel Torme
Taina Elg
Tina Louise
Esther Williams
Peter Donald
Frank McHugh
Spencer Tracy
Marilyn Erskine
Bambi Lynn
Natalie Wood
Robert Donat
Stephen McNally
Arthur Treacher
Nanette Fabray
Diana Lynn
Margo Woode
Melvyn Douglas
Lauritz Melchior
Tom Tully
Felicia Farr
Anna Magnani
Teresa Wright
Rusty Draper
Adolphe Menjou
Orson Welles
Betty Field
Marjorie Main
Gretchen Wyler
Jimmy Durante
Jan Merlin
Yale Wexler
Sally Forrest
Dolores Mann
May Wynn
Leo Burocher
Morris Miller
James Whitmore
Mona Freeman
Margo
Loretta Young
Billy Eckstine
Thomas Mitchell
Rhys Williams
Valerie French
Guiliette Masina
Charles Farrell
Robert Mitchum
Walter Winchell
Jane Froman
Portland Mason
Mel Ferrer
Garry Moore
Monty Woolley
Zsa Zsa Gabor
Marilyn Maxwell
LUCILLE PHILLIPS
MEN
Bill Berrian
Carl Betz
Alan Bunco
Jim HoSelen
Ian Keith
Dick Moore
Don Murphy
WOMEN
Ruth Altman
Page 54 • October 21, 1957
Lori March
Pat Sulli
Broadcasting
when
WCAU-TV
gave
PHILADELPHIA
the
treatment
RATINGS jumped 85
AUDIENCE SHARE soared 58%
SETS IN USE leaped 12%
to f 6.3
to 57.5
to 28*4
That's the amazing Philadelphia story . . . when
"SHOCK" premiered on a normally uneventful Tuesday*
night from 11:15 P.M. to 12:45 A.M.!
WCAU-TV, the top rated station in this time period,
now enjoys an even more secure hold on its leadership
thanks to its scheduling the first run showing of the 52
greatest full length spine-tinglers ever filmed!
YOUR AUDIENCE 1$ READY FOR A "SHOCK" TREATMENT
Call or wire
•OCT. I
SOURCE j A.K.B. mni Twndrar
new york . Detroit . Chicago • Television Subsidiary of Columbia Pictures
Bkoadcastino
♦ HOLLYWOOD • NEW ORLEANS
October 21, 1957 • Page 55
TALENT AGENTS
> 10% Wm
GLORIA SAFIER
MEN
Alan Ansara
Orson Bean
Harry Bergman
William Cottrell
Wally Cox
Martin Gabel
Michael Higgins
Robert Higgins
T. C. Jones
Gene Klavan
Peter Larkin
Bill Lundmark
James Malcolm
Billy Matthews
Biff McGuire
Howard Morris
Gene Miller
Edward Mulhare
Robert Pastene
Mark Roberts
Vladimir Sokoloff
Rod Steiger
Howard Wierum
WOMEN
Mary Astor
Helen Auerbach
Beverly Bentley
Diane Cilento
Leora Dana
Geraldine Fitzgerald
Carol Grace
Barbara Loden
Kathleen Maguire
Mary McCarty
Barbara O'Neil
Bibi Osterwald
Hildy Parks
Margaret Phillips
Rebecca Sand
Amru Sani
Irene Sharoff
Madeline Sherwood
Maggie Smith
Marti Stevens
Ahila Stoddard
Elaine Stritch
Temple Texas
Angela Thornton
Gloria Vanderbilt
Virginia Vincent
LOUIS SHURR
MEN
Walter Abel
Tige Andrews
Joe Ashley
Jim Backus
Nicky Blair
Robert Burton
MacDonald Carey
Philip Carey
Gower Champion
Robert Cornthevaite
John Craven
Broderick Crawford
Richard Crenna
Dan Dailey
Andy Devine
Paul Douglas
Stuart Erwin
Tom Ewell
Logan Field
Eddie Foy III
Eddie Foy Jr.
Thomas Gomez
Murray Hamilton
Skip Homeier
Bob Hope
Allyn Joslyn
William Joyce
Bert Lahr
William Leslie
David Lewis
Patrick Macnee
Ted Marcuse
Alan Marshall
Rowan & Martin
Michael Mason
Oliver McGowan
Horace McMahon
Lauritz Melchior
Ray Middleton
Paul Picerni
John Raitt
Bert Remsen
Kurt Richards
Johnny Silver
Jack Warden
Rod Taylor
Keyy Thordsen
David Wayne
Vince Williams
Gig Young
WOMEN
Phyllis Avery
Joan Blackman
Pamela Britton
Marge Champion
Dolores Gray
Angela Greene
Peggy Hallock
Myrna Hansen
Marjorie Heller
Elizabeth Montgomery
Patricia Powell
Grace Raynor
Debbie Reynolds
Marion Ross
Gia Scala
Victoria Shaw
Alexis Smith
Helene Stanley
Jan Sterling
Joan Taylor
Gloria Victor
Tami Connor
Bunny Cooper
Barbara Eden
Kymme Shore
Helen Lynd
Mary Wickes
PAUL SMALL ARTISTS LTD.
MEN
Richard Arlen
Rafael Compos
Robert Coote
Arthur Franz
Louis Hayward
Chester Morris
J. Carroll Naish
Sidney Poitier
Tom Poston
George Raft
William Redfield
Carl Benton Reid
Howard St. John
WOMEN
Patricia Benoit
Sheila Bond
Mercedes McCambridge
Agnes Moorehead
Inger Stevens
Diana Van Der Vlis
STORY CONTINUED FROM PAGE 46
in Hollywood, made its first deal with SAG,
later added AFTRA, SDG, and WGA.
Another, Artists Representatives Assn.,
deals with AGVA primarily, has no agree-
ment with AFTRA and other principal
talent unions. ARA is headquartered in
New York and most of its 350 members are
in the East (New York, Florida and
Canada), but it also has branches in Pitts-
burgh, Chicago, Michigan and California.
Possibly because the agents feel that the
rules and regulations of talent unions ham-
string them enough, these agents' organiza-
tions have no code or standards of practice
of their own, or, as one member put it,
"none of the YMCA stuff."
The precise origin of the talent agent —
the name of the first man ever to peddle
another's talents for profit — appears lost in
some remote obscurity, possibly honky-tonk
in nature. But some of the most eminent
of today's practitioners cite William Morris
Sr. as the first professional representative
of talent. He set up shop in 1898, later was
succeeded as head of William Morris
Agency by his son, who in turn was suc-
ceeded by Abe Lastfogel, its present head.
Jules Stein, a young oculist who had
used music to put himself through medical
school, and William R. Goodheart Jr., a
college friend, started MCA in Chicago in
1925. Mr. Stein still heads the vast opera-
tion, and Mr. Goodheart, who subsequently
retired from the firm, returned to business
life a few years ago to join NBC, where
he is now tv sales vice president. GAC was
formed in the early 1930s by Thomas G.
Rockwell and a group of associates, and
Mr. Rockwell was president until a few
months ago when he moved up to board
chairman, and Lawrence W. Kanaga left
the vice presidency and general manager-
ship of RCA Victor Records to take over the
GAC presidency.
Any list of the most successful talenl
agents of the past must include Leland
Hayward, who subsequently sold out to
MCA (mid- 1940s) and became an equally
eminent producer. Mr. Hayward is said to
have backed into agentry almost inadver-
tently, by tipping Fred and Adele Astaire
to a nightclub dancing job that paid them
$4,000 a week.
Another name that crops up prominently
in the largely unwritten history of agentry
is that of the late Myron Selznick, who
frequently is described as the dividing line
between the old and the new agent on the
Hollywood scene. Before him, agents gen-
erally served as personal managers as well
as talent agents and contented themselves
with only one client, or only one in each
field. Mr. Selznick branched out; he is
widely credited with developing the present-
day pattern of representation that encom-
passes a whole stable of clients in all phases
of the business.
Although its patents may be questioned
by some, MCA has been called the inventor
of the agent's package deal, albeit in an-
other field: MCA is said to have got the
Cavalier Hotel at Virginia Beach to turn
over the full amount it was spending for
entertainment, with the understanding that
MCA would supply all entertainment. Ac-
cording to this version, MCA let the hotel
pick seven of ten bands to be booked there
and the Cavalier accordingly got seven
bands it could not have afforded if booking
them itself. (MCA, the legend goes, talked
these bands into working for less than usual
pay.) The three bands MCA chose to round
out the hotel's schedule were relatively new
and low-priced and, presumably, represented
the margin of profit for MCA.
In radio, when advertising agencies were
the big producers of programs, agents with
packages got a colder shoulder than in
television, where production is so much
more complicated and expensive that ad-
vertising agencies have found it is more
practical, with only a few exceptions, to
stick to buying and let networks, talent
agents or independent packagers do the
main supplying. Yet even in radio's heyday,
according to the chroniclers of the time,
some talent agents controlled so much
major talent that the advertising agencies,
Page 56 • October -21, 195-7
Broadcasting
when
KTLA-TV
gave
LOS ANGELES
the
MOCK
treatment
RATINGS spurted 339°/' to 10.1
AUDIENCE SHARE sprouted 365% to 25 J
. . . and KTLA-TV achieved its highest rating in this
time period over the past three years!
A TV star was born that Tuesday* night when KTLA-TV 4
premiered the first of its "SHOCK" shiver shows.
Promptly at 9:30 P.M. swimming pools were deserted
. . . Hollywood and Vine looked like "Ghostville"
and that's the way things stayed until 11:00 P.M. when
the curtain came down.
Result . . . KTLA-TV sprang from 7th place to 2nd place
in the race for ratings, and missed being first by
only 4/10 of one point/
YOUR AUDIENCE IS READY FOR A "SHOCK" TREATMENT
Call or wire
new york • Detroit . Chicago • Television Subsidiary of Columbia Pictures • hoilywood • new Orleans
Broadcasting October 21, 1957 • Page
good
digging
for sponsors, too!
Elton Britt, once prospector for uranium,
wrote and recorded for RCA-Victor the first
country and western song ever to sell over a
million records. His records have sold 12
million plus. Britt is now finding better
diggings on WMAL-TV's "Town and
Country Time" . . . 2:00-3:00 p.m. Monday
through Friday . . . produced by Connie B.
Gay, and birthplace of Jimmie Dean, Patsy
Cline, and George Hamilton, IV.
With Britt, Roy Clark's band, top guest
stars, this show digs gold for sponsors too, in the tradition of
WM AL-TV, first local station to program country music successfully.
I real live daytime programming
wmal-tv
maximum power on channel 7 WASHINGTON, D.C.
AN EVENING STAR STATION
Represented by H-R Television, Inc.
TALENT AGENTS
however reluctantly, had no choice but to
do business with them.
Aside from a good package — or goo J
package components — what does the agent
need to prosper? Many answers have been
given, including the simple ability to divide
by 10, but one successful agent summarized
a number of the job specifications like this:
"First, he needs a genuine affinity and
sensitivity to people and an ability to get
along with them and understand them. If
he has these things, he will automatically
develop good contacts. Second, I think, he
needs a good sense of business — an agent
must be a good businessman. Third, it's a
paradox, but an agent must be half business-
man and half artist, or at least he must have
a high grade of appreciation at the creative
level. Short of that, I believe it's impossible
to be a first-rate agent.
"You cannot handle writers, directors,
producers or actors without being able to
read scripts and evaluate — without having
real taste. I'm sure you need this as much
as you need to be ingenious as a negotiator
and bright as a businessman. Not having
these artistic attributes can louse you up on
both ends — clients won't respect you or the
things you suggest to them, and buyers will
learn to distrust your suggestions very
quickly."
There being no formal school that teaches
these things, the would-be agent has little
choice but to learn them the hard way. There
are many places where this may be done,
and their only common denominator usually
is that they're connected in some way with
show business. Some of the bigger agencies
have been described as taking likely pros-
pects and training them to be agents in the
way U. S. Steel trains its young men to
become executives, or big advertising
agencies train people to become account
executives. Many an agent got his start with
an established firm and then, as sometimes
happens on Madison Avenue, walked out
with a client or two and went on his own.
Some agents used to be casting directors for
studios, or lawyers who handled business
affairs for talent, or perhaps were talent
themselves but couldn't make the grade.
As a breed, agents over the years have
taken a lot of abuse along with their 10%.
They've been the butts of many jokes. Fred
Allen (or was it Bob Hope? or both?) once
described Hollywood as a place where 90%
of the people live off 10% of the talent.
Yet there seems little doubt that the agent's
prestige today, in television anyway, is sev-
eral cuts above what it was long years ago.
A few agents, perhaps more sensitive than
most, entered a demurrer, but a majority
agreed, along with a sizable majority of net-
work authorities, that today's agent — again,
at least in tv — is a respected part of the
business. Buyers may not like all that he
does all of the time, but it's been a long
while since his reputation inspired all
manner of sinister cracks. Such as the really
old one about the agent who died of an
enlarged heart: toward the end it blew up
as big as a pea. end
Page 58 • October 21, 1957
Broadcasting
WORKING PARTNERS
FRANK HEADLEY, President
DWIGHT REED, Vice President
FRANK PELLEGRIN, Vice P/esident
PAUL WEEKS, Vice President
RADIO
TELEVISION
We learned long ago, that in addition to making calls
on all regular sources of potential business for our
stations, it also pays to continually "beat the bushes"
for unexpected business. Our entire staff is trained
to make these extra calls and the Working Partners of H-R
still do it. To us all business is important business. So
whether it is one of the Working Partners, or a
member of our carefully selected staff, every buyer
of time and every station we represent, knows that
whether we are making regular calls or "beating the
bushes" we "always send a man to do a man's job."
380 Madison Ave.
New York 17, N. Y.
OXford 7-3120
35 E. Wacker Drive
Chicago 1, Illinois
RAndolph 6-6431
6253 Hollywood Boulevard
Hollywood 28, Calif.
Hollywood 2-6453
155 Montgomery Street
San Francisco, Calif.
YUkon 2-5837
416 Rio Grande Bldg.
Dallas, Texas
Riverside 2-5148
1065 Penobscot Bldg.
Detroit 26, Michigan
WOodward 1-4148
101 Marietta Street
Atlanta, Georgia
JAckson 3-7797
520 Lovett Boulevard
Room No. ID
Houston, Texas
JAckson 8-1601
910 Royal Street
Canal 3917
New Orleans, La.
529 Pan American Bank Bldg.
Miami, Florida
FRanklin 3-7753
Broadcasting
October 21, 1957 • Page 59
ADVERTISERS t AGENCIES
CITROID LOOSES RADIO 'WAVE'
• Dowd, Redfield & Johnstone places spot schedule for cold remedy
• Maker, Grove Labs, discards old technique for one-two punch in spot
The "cold season" officially gets under-
way today (Monday) at Dowd, Redfield &
Johnstone, New York. This is the day Cit-
roid — a citrus bioflavonoid compound man-
ufactured by Grove Labs, St. Louis — pulls
the wrap off its "revolutionary" radio spot
"wave technique" campaign [Advertisers
& Agencies, Aug. 12].
The drive, which will use 30% of Cit-
roid's 1957-58 budget of $2 million (en-
larged 35% over last year), will blanket
40 markets via 115 stations and, DR&J
hopes, cover 80% of the U. S. population.
According to DR&J's vice president and
account supervisor, Gene McMasters, the
current spot campaign (100% in radio)
will be "saturation-saturation." By this he
means that as against the average satura-
tion drive of 60 announcements a week
over any given station, the Citroid "imprint"
will be heard as many as 95 times weekly.
The agency will be able to accomplish this
doubling-up of announcements by doing
away with the traditional cold season pur-
chase of 13-26 week schedules. "We have
bought three separate cycles with intervals
in between," he explains. Thus, instead of
"spreading the client thin over a large
period of time," DR&J intends to "make
impact where it can be heard."
Citroid seeks "the element of dominance."
It knows that dollar for dollar, it can't beat
out its No. 1 competitor, Anahist, which
this year will spend 85% of its $6 million
ad budget in broadcast media [At Dead-
line, Aug. 19]. "We have conceded televi-
sion to Anahist," notes Mr. McMasters,
"but we'll give them a run for their radio
money. ... If you can't dominate with
money, you do it some other way."
DR&J's "way": Instead of being content
with "100% coverage," that is, covering
each radio home at least once a week, Cit-
roid is "seeking 250% coverage." Each mar-
ket will have numerous stations "overlap-
ping," so there will be a Citroid message
around-the-clock. DR&J will concentrate on
daytime radio, using — whenever suitable —
local weathercasters and transcriptions fea-
turing such "accepted radio authorities and
familiar voices" as Milton Cross and George
Hamilton Combs.
Citroid "discovered" radio in an ironic
way. Mr. McMasters recalls that "when
we first approached the retail druggists and
asked them to take on Citroid, their first
question was, 'will it be on tv?' We had no
choice." So Citroid last year allocated $500,-
000 to tv spot, used radio in only three
markets — Grand Rapids, Miami and Minne-
apolis. Miami was an "excellent cold mar-
ket" because of the tourist trade from the
North.
Minneapolis was originally intended to
be used for only newspapers and tv spot,
but the medical advisory board to the
Star and the Tribune would not "clear"
the Citroid print campaigns (in the heat
of the Citroid v. Anahist advertising-public
relations imbroglio that stemmed from the
American Medical Assn. Journal's conten-
tion that bioflavonoids were ineffective).
Citroid "tried" radio as an experiment. The
results were devastating, Mr. McMasters
reported. Whereas with television "nothing
really happened," Citroid now began to
"move — and move fast." The agency wasted
little time, pulled all of its tv allocation
out of the Minneapolis market and gave it
to radio, he recalled.
The agency cites the growth of the ac-
count from $500,000 billing in 1955 to
$2 million two years later as testimony to
its good use of drug and cosmetics clients.
Though in the "long pull" its billing break-
down by media will show tv claiming a big-
ger share than radio, this is explained by
DR&J's Executive Vice President Edmund
F. Johnstone with one word, "Revlon." That
account alone bills $3.5 million, with 75%
of this billing going into broadcast media,
90% of this into network tv, 10% into spot.
Revlon may be the biggest broadcast user
in DR&J's shop, but the agency shows con-
siderable pride in the work it has done for
"the little accounts." Among them:
• Charles Pfizer & Co., Brooklyn, N. Y.
This client had rarely — if ever — used con-
sumer media, concentrating on the ethical
drug field through medical trade journals.
Last year Pfizer introduced a new medi-
Advertisement
Page 60 • October 21, 1957
cated throat lozenge called Candettes to the
consumer after having already achieved
national distribution through trade media.
It allocated $500,000 to the consumer push.
DR&J felt these funds were insufficient
to support the national distribution, but the
client refused to increase the total. Using
print media as "an establisher," the agency
next selected the top 15-20 U. S. markets
in drug sales and spent 80% of the balance
in spot announcements on radio and tv.
Again relying on daytime saturation, DR&J
pushed Candettes so hard that its leading
rival lost its toehold as the No. 1 medi-
cated lozenge, the agency claims. Suffice it to
say, Pfizer for the current cold season has
upped Candettes' budget 30%.
For Pfizer's new Bonadettes, a motion
sickness pill, DR&J's research department
prescribed radio. Reason: While users of
motion sickness remedies are in the distinct
minority, most are to be found among week-
end auto travelers, families with children.
The only problem facing the agency was that
Pfizer's name — its pioneering work on peni-
cillin and aureomycin — was such that "sen-
sationalism" or hard-sell would not be "serv-
ing the client's best interests." Thus, DR&J
came up with a transcribed youngster named
"Tommy Traveler," a 10-year-old genius
whose only problem is that he is prone to
motion sickness. The agency "sent" Tommy
— on transcriptions — to Great Britain via a
steamship liner, across the Sahara on camel-
back, into space on a rocket. Wherever
Tommy went, along went Bonadettes.
Roughly $250,000 was allocated last sum-
mer to Bonadettes, all to radio, and the
20-25 market area was blanketed for 14
weeks by spot announcements late in the
week in order "to catch the weekend crowd."
• Rapidol Distributing Co., New Hyde
Park, N. Y. In 1951, when Rapidol intro-
duced a new hair color shampoo named
Blensol, the agency was asked to work with
a $5,000 budget. Today, billing approaches
$500,000. The avenue used to increase the
billing: television. With some 19 shades to
pick from, average druggists would not and
could not be bothered with stocking the
entire Blensol line. This set up what the
agency describes as "a fundamental market-
ing problem." The solution was to persuade
leading drug chains, such as Detroit's Cun-
ningham group, to stock Blensol, then use
local tv spots to move potential Blensol con-
sumers into the chain's stores. The next
logical step, figured DR&J, was for the
consumer, once she had bought Blensol at,
say, Cunningham's, to go to her local drug
store and demand the shampoo. The result
was obvious: the local drug stores were
forced to take on Blensol. Now in 60 mar-
kets, Blensol has achieved 75% national
distribution and uses 12-15 spots a week.
What about the 10% Revlon has allocated
to spot broadcasting? Where does it go and
for what? The agency's current principal
spot user in the Revlon line is Sunbath,
introduced in "the summer" of this year in
Miami (actually February-March) and run
throughout June-July-August in 27 major
markets other than in Florida. Dowd, Red-
field & Johnstone first "broke" Sunbath in
Miami via a specially-filmed "cut-in" on
Broadcasting
Here's the Most Effective Way to Sell This
$2 Billion WSMpire!
Within the 81 County $2 billion WSMpire, 50% of the one-half million homes
are tuned to WSM on an average day.
In order to partially approximate this daily unduplicated WSM audience, you must
buy at least 38 leading, local Tennessee, Kentucky and Alabama stations. How
about cost? Here are the facts:
UNIT OPEN RATE 312 RATE
38 Stations 1 Min. $164.00 $122.00
WSM 1 Min. $ 50.00 $ 38.00
In short, WSM can deliver more audience, at less than one third the cost, in one of
America's most significant markets. And — WSM also delivers a bonus day-time
audience outside the WSMpire which is even larger than the audience for which
you pay.
There is a difference. . . it's WSM radio
50,000 WATTS, CLEAR CHANNEL. NASHVILLE • BLAIR REPRESENTED • BOB COOPER. GENERAL MANAGER
Broadcasting
October 21, 1957 • Page 61
ADVERTISERS & AGENCIES CONTINUED
ROOM TO BREATHE
WOLF assures adver-
tisers adequate room for
their commercials to
breathe. We believe that
the growing practice of
double, triple and quad-
ruple spotting is a threat to
radio's future progress. Ade-
quate separation is not a
new policy with WOLF. It is
as old as the station itself;
a proven sales formula that has brought in consistent
renewals through the years from pleased clients— top na-
tional advertisers. It builds greater sales through greater
impact.
We never had it so good — why spoil it.
RATING for RATING . . .
RATE for RATE
in CENTRAL NEW YORK it's -i/t/L
National Sales Representatives
THE WALKER COMPANY
SYRACUSE, N.Y
Page 62
October 21, 1957
CBS-TV's The $64,000 Question on WTVJ
(TV). Last summer network commercials
for the new Sun Oil were placed on The
$64,000 Question along with the announce-
ments for Silicare.
With roughly 25% of the agency's pro-
jected $13 million billing for the fiscal year
1958 in broadcast media, remaining radio-
tv users include Cott Beverage Co. (includ-
ing the recently acquired Mission of Cali-
fornia Co.), billing $200,000 of the $600,000
budget in spot radio and tv in 25 radio mar-
kets and 10 tv markets; Albert Ehlers Inc.
(coffee), currently out of broadcasting but ex-
pected to return shortly with its total $400,-
000 budget in radio-tv, and David Kahn Inc.
( Wearever pens and pencils) spending one-
third of its $300,000 budget in cooperative
drugstore spot pushes.
DR&J has come a long way in radio-tv
since July 1, 1950, when the agency was
formed by John C. Dowd, president of the
Boston agency bearing his name, LeGrand
Redfield, formerly with Picard, Marvin &
Redfield, now a vice president of Wesley
Assoc.. and Ed Johnstone.
Still to make their entry felt in broadcast
media are the following Revlon products
newly assigned to DR&J: Thin Down, a
reducing agent; a new face makeup named
Sponge Cake; an eye drop preparation
known as Eye Fresh, and "Hair Spray No.
4," the last still a working name.
Erwin Wasey, Ruthrauff & Ryan
Completes Merger, Staffing
Two weeks after the official date of
merger, the two New York offices of
Erwin Wasey, Ruthrauff & Ryan, have been
completely consolidated, Jere Patterson,
executive vice president in charge of the
New York office, announced last week.
All key agency executives and all account
contract personnel will be at 71 1 Third Ave.
in the former EW offices. The copy, art,
production and traffic departments have
been consolidated in the former R&R offices
in the Chrysler Building. The accounting
department will be located at 55 East 34th
St.
Under the merger the account super-
visors are Frank Davies, John Legler, B. W.
Matthews, Charles O'Donnell, F. Bourne
Ruthrauff and John Toland.
R. M. Watson, board chairman of the
new agency, will continue to be active in
the supervision of accounts as will David
Williams, president.
New department heads and members of
the New York plans board include Messrs.
Patterson, Williams and Watson. Other
members will include F. Kenneth Beirn,
senior vice president; Frederick B. Clarke,
copy chief; Richard Diehl, head art direc-
tor; Robert Dunn, director of merchandis-
ing; Rollow Hunter, director of radio & tv;
Wilson J. Main, director of media and re-
search; Thomas Wheelwright, director of
public relations; John Legler, and B. W.
Matthews.
In addition to department heads who
also are serving on the plans board, Mr.
Patterson noted that Otto Maurer will head
production, Andy Kops, traffic control, and
John Hayes, the international department.
Broadcasting
THE UNIVERSITY OF GEORGIA is the nation's oldest
chartered state university. Each year thousands of students
enter its beautiful campus through this historic arch. The
University is located in Athens, within the wide coverage
of WAGA-TV, also famous on the Georgia scene. Find out
how extensive WAG Aland really is — and how you can cash
in on this great market. Write for the WAGAland brochure.
SI OR E R BROADCASTING COMPANY SALES OFFICES
NEW YORK-625 Madison Ave. • CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-1 1 1 Sutter St.
Represented Nationally by THE KATZ AGENCY, Inc.
A leading national pharmaceutical company
buys a thousand viewers for just 72c on
KCRG-TV. ( Sure we'll tell you who.)
Channel 9 — Cedar Rapids — Waterloo, Iowa
ABC-TV for Eastern Iowa
The Cedar Rapids Gazette Station
REPRESENTED NATIONALLY BY WEED TELEVISION.
* Based on February ARB Survey.
ADVERTISERS & AGENCIES CONTINUED
NSI Service Develops
Improved Radio-Tv Data
Improved data showing radio and tv
audiences has been developed by Nielsen
Station Index service as the new broadcast
season gets under way, according to John
K. Churchill, vice president of A. C. Niel-
sen Co. and head of the firm's station
audience measurement service.
Radio and tv data on each market ap-
pear in four pocket pieces. Each medium
is covered in a bi-monthly report that in-
cludes cumulative audience measurements
of each station time period, number of
broadcasts tuned in per home, and number
of listeners or viewers per home with dis-
tribution by age and sex. Auto radio listen-
ing is shown.
The radio reports include weekly as well
as four-week cumulative audience data on
weekly quarter-hour strips and for three-
hour blocks of time. The radio reports also
have a per-broadcast ratings supplement.
This contains rating, share and number of
homes reached for each individual station
time period.
Two separate monthly reports have been
added on the video side, matching the
eight-week span on which each bi-monthly
report is based. The monthly reports pre-
sent per-broadcast audience data on each
station quarter-hour.
Mr. Churchill said Nielsen continues to
use meter-based measurements in area
probability samples to produce validated
tuning records for all time periods on each
station. It also continues to report station--
total audiences, radio or tv, by counting all
the homes tuned in, regardless of location.
These audience figures also are reported
for a localized area in each market, based
on census metropolitan areas.
Sealy Account Shifts to JWT
Sealy Inc. (mattresses, studio couches),
Chicago, has appointed J. Walter Thompson
Co., that city, to handle its $1.2 million na-
tional account (separate from local dealer
groups), effective Oct. 7. Business had been
handled by Edward H. Weiss & Co., Chicago.
Sealy is spending about $600,000 in broad-
cast media this year, with 60% of that sum
in tv. The company spent about $1 million
in advertising in 1955 (half of that in tv)
and $1.3 million on media in 1956 with
radio-tv getting 55% (again the bulk in tele-
vision). No disposition has been made as
yet of non-national Sealy groups.
Page 64 • October 21, 1957
Broadcasting
General Motors
celebrates
its golden milestone
anniversary
with a brilliant new line of 1958 automobiles
It would have taken a bold imagina-
tion to predict, fifty years ago, what
would happen to life in America — or
to the newborn company which took
the simple name, General Motors.
The automobile industry, in those
days, was small. Its horizon zvas
limited by the fact that the total num-
ber of motor vehicles owned in the
United States came to less than 150
thousand.
What has happened since needs little
comment here. The nation has grown,
the people have prospered, the owner-
ship of automotive vehicles has climbed
close to 60 million. The impact of this
growth has brought far-reaching social,
cultural and economic benefits which
are evident on every hand. General
Motors is proud to have had a part in
this progress.
1Q C Q IS THE fiftieth anniver-
sary year of General
Motors.
In observance of this Golden Mile-
stone, we are bringing to market an
array of new automobiles whose
distinction and integrity, we firmly
believe, will win the enthusiastic
approval of the American car buyer.
For in designing and engineering
these 1958 cars, we set up these
objectives:
To give sound expression to the
public's taste for graceful ex-
terior styling and rich interior
appointments;
To satisfy the public's natural
desire for roominess and com-
fort, for convenience and
safety, for dependability and
performance;
To deliver sound value and
maintain uncompromising
standards of quality.
Each of the five General Motors car
Divisions has its own identity, its
own traditions, its own pride of
accomplishment. And each has its
own distinctive line of products.
But the cars of all five Divisions
benefit — and the public benefits —
from the leadership that General
Motors provides in research, engi-
neering, testing. From the GM
Technical Center comes a steady
flow of advanced engineering and
design developments — basic im-
provements and continued refine-
ments in transmissions and engines,
new comfort and safety features,
new styling concepts — which year
by year make General Motors cars
such outstanding values.
Let me cite just one example: Air
Suspension — time-tested on GM
buses and trucks — has now been
adapted by our engineers for passen-
ger car use. Without question, Air
Suspension represents the greatest
advance in riding comfort since
knee-action was introduced in our
Silver Anniversary year. Whether
the passenger load is 100 pounds
or 1000 pounds, your car will now
level itself to glide over bumps
with exactly the same incredible
smoothness.
Air Suspension is, as I say, but one
example of our 1958 advances.
Throughout General Motors our
sights have been set on 1958 — with
the aim of bringing to market the
finest and most satisfying line of
automobiles in our history.
How well we have succeeded is evi-
denced by the brilliant new cars
soon to be on display m the show-
rooms of our dealers from Coast to
Coast.
President
General Motors
FROM THE PROGRESS OF THE PAST.. . THE PROMISE OF THE FUTURE
CHEVROLET • PONTIAC - OLDSMOBILE • BUICK • CADILLAC
Broadcasting
October 21, 1957 • Page 65
ADVERTISERS S AGENCIES continued
GUNTHER, CINZANO MOVE TO L&N
Gunther Brewing Co., Baltimore, last
week left Sullivan, Stauffer, Colwell &
Bayles, New York — its agency since the
summer of 1956 — and joined Lennen &
Newell, New York. For L&N, the $1.5
million account was one of two that settled
at that agency over the past week. Two days
after Gunther indicated its departure from
SSC&B, Cinzano Inc., a $200,000 account,
resigned Burke Dowling Adams Inc., New
York and Atlanta — its agency for the past
four months — and made known its inten-
tions to go to L&N.
Both accounts are big broadcast users.
The regional beer account allocates prac-
tically 92% of its billing to radio and tv,
while roughly 50% of the Cinzano billing
has gone to radio.
Gunther is a hops that has a record of
hopping. Over the past six years, it's been
in and out of five agencies , (including
SSC&B), going from Ruthrauff & Ryan to
the former Biow Co.; from there to loseph
Katz Co., Baltimore, then to Bryan Houston
Inc. and later to SSC&B. Its present ad-
vertising director, W. C. Geoghegan, was a
principal Bryan Houston executive before
joining the brewery last year.
Though SSC&B officials described the
parting in the standard "amicable" terms,
it was learned that a major source of friction
was the brewery's insistence on service to
the point where both client and agency re-
alized that there was little profit in the
account for either side. Gunther has been
waging a hard fight in the Maryland-Wash-
ington market with such competitors as
Adam Scheidt Brewing Co., Norristown, Pa.
(Al Paul Lefton Co.), and National Brew-
ing Co., Baltimore (W. B. Doner Co.).
The account is the first beer advertiser in
L&N's shop since it lost the $12 million
Jos. Schlitz Brewing Co. to Biow (from
there it went to J. Walter Thompson) — all
within a fortnight's span in late 1955.
Gunther is bullish on sports programming.
In the Baltimore-Washington-Pennsylvania
market, Gunther sponsors the Baltimore
Orioles baseball games both on radio and
tv, and its hookup includes a regional radio
network in Maryland and Virginia, WMAR-
TV, WBAL-TV, WAAM-TV all Baltimore,
and WTTG (TV) and WMAL-TV both
Washington. It also piped the games into
Salisbury, Md., and York and Harrisburg,
Advertisement
Pa. On WBAL-TV Gunther also sponsors
Duck pins and Dollars, a weekly bowling
tournament and the 11th Hour Final, a
newscast. Via WTOP-TV Washington, it
co-sponsors California National Productions'
The Silent Service and CBS Television Film
Sales' Grey Ghost, as well as the six nights-
a-week Dan Daniels sports program. It spon-
sors wrestling matches on WTTG (TV) and
the NBC-TV Nat 'King' Cole show on a
regional basis on WRC-TV Washington.
Though the switch is effective immediate-
ly, the long-term work by SSC&B through
the end of this calendar year will insure that
agency its due commissions through Dec. 3 1 .
Adding the "egg" in L&N's beer is
Cinzano Inc., the U. S. subsidiary of the
Vermouth-Winery firm of Turin, Italy. The
switch came about because of a reorganiza-
tion in Cinzano's distribution setup in the
U. S. The company had handled its own
distribution since 1954, before which time
the Canada Dry Corp. serviced the company
for 20 years. The distribution franchise, ef-
fective Jan. 1, has been granted to National
Distillers Products Corp., which already has
its products spread throughout five agen-
cies— Kudner Agency, Lawrence Fertig &
Co., Fletcher D. Richards Inc., Lennen &
Newell and Doremus & Co. — all New York.
Though NDPC officials declined comment,
it was understood the distillery did not wish
to retain a sixth agency, and thus quit
Burke Dowling Adams. Before settling at
DBA last July 1 , the account had been
handled by Robert W. Orr & Assoc., now
absorbed by Fuller & Smith & Ross.
Cinzano used radio spot — primarily via
"good music" stations — in the following
markets: Baltimore, Boston, Chicago, Cleve-
land, Denver, Los Angeles, Milwaukee, Min-
neapolis-St. Paul. New York, Paterson, N. J.,
St. Louis. Pittsburgh, Philadelphia, San
Francisco and Washington. Its sole tv mar-
ket, Buffalo, N. Y. (WGR-TV), served to
cover the French-Canadian market. It uses
17-week campaigns, placing an average 10-
12 announcements a week and it has been
estimated that close to 50% of its budget
goes to broadcast media.
Gardner to Florida Citrus
Harold S. Gardner, vice president of Na-
tional Transitads Inc.. New York, has been
named advertising manager of the Florida
Citrus Commission, Lakeland, effective Nov.
4. Commission General Manager Homer E.
Hooks said that Mr. Gardner will be re-
sponsible for administering an advertising
budget of approximately $4 million and
will work under Frank D. Arn, commission
director of advertising and merchandising.
Credited with originating the "coffee
break" idea while with the Pan American
Coffee Bureau, Mr. Gardner also has served
in advertising with several large companies
as well as advertising agencies. He will fill a
vacancy created last May when Paul S.
Patterson resigned in a policy dispute with
the commission's agency, Benton & Bowles.
Foote Joins Geyer as Chairman;
Geyer Heads Executive Committee
Emerson Foote, who resigned the execu-
tive vice presidency of McCann-Erickson
some months ago and has kept Madison
Avenue speculating as to his next move,
MR. GEYER MR. FOOTE
joined Geyer Adv. Friday as board chair-
man. The announcement by Geyer Presi-
dent Sam M. Ballard noted that Mr. Foote.
a founder and president of Foote, Cone &
Belding, successor agency to Lord &
Thomas, from Jan. 1, 1943, to mid-1950, "is
making a substantial investment in the Geyer
agency." He did not specify the amount in-
volved.
Mr. Foote was executive vice president
at M-E from 1952 until this year.
With Mr. Foote's assumption of the board
chairmanship, B. B. Geyer, board chairman
since the agency's establishment in 1911,
moves up to chairman of the executive
committee. Originally a Dayton, Ohio,
agency. Geyer moved its executive head-
quarters to New York in 1935. Two years
ago. Mr. Geyer relinquished the presidency
to Mr. Ballard and sold the agency's stock
to some 40 members of the firm. The agency
has branches in Detroit and Dayton and
maintains 225 employes on the payroll, most
in New York. Broadcast users among its
clients include American Motors Corp.
[Advertisers & Agencies, Oct. 14], Ameri-
can Home Products (including Boyle-Mid-
way Div.) and Burnett's Flavoring Div.,
American Home Foods.
L&N's White Named Bon Ami V.P.
J. Kenneth White, vice president, Len-
nen & Newell, New York, has been ap-
pointed a vice president of Bon Ami Co.,
New York. He will be in charge of all ad-
vertising, marketing and selling operations
for the entire product line.
Broadcasting
KRON is WhSF
Broadcasting
October 21, 1957 • Page 67
HRSJ IN HOUSTON!
K-NUZ DOMINATES
NSI— METRO AREA AUDIENCE
(00 Omitted)
K-NUZ 114
Net. Sta. "A" 32
Net. Sta. "B" 37
Net. Sta. "C" 58
Net. Sta. "D" 44
Ind. Sta. "A" 19
Ind. Sta. "B" 30
Ind. Sta. "C" 15
(Nielsen-Houston — June, 1957)
. . . AND 6 of the TOP 10 5-time-
a-week Shows Belong to K-NUZ!
(July-August Pulse)
STILL THE
LOWEST COST
PER THOUSAND
BUY!
HOUSTON'S 24 HOUR MUSIC AND NEWS
National Reps.: FORJOE & CO. —
New York • Chicago • Los Angeles •
San Francisco • Philadelphia
Seattle
Southern Reps.:
CLARKE BROWN CO.—
Dallas • New Orleans • Atlanta
IN HOUSTON, CALL DAVE MORRIS, JAckson 3-2581
ADVERTISERS & AGENCIES continued
No Plans to Follow Dodgers, Giants
Voiced by 1957 Radio-Tv Sponsors
Shift of the Brooklyn Dodgers and the
New York Giants to Los Angeles and San
Francisco, respectively, prompted advertis-
ing agency executives involved in the teams'
broadcast activities in New York to re-
evaluate their plans for next season. In-
dications are that only the American
Tobacco Co., with a nation-wide pattern of
distribution, may follow the Dodgers west,
assuming that a pay-tv setup is not estab-
lished there.
Although executives of BBDO, the agency
for American Tobacco, declined to discuss
the subject, one official said the possibility
cannot be ruled out that the tobacco com-
pany conceivably could be interested in
sponsoring Dodger radio-tv broadcasts in
Los Angeles. On the other hand, the F&M
Schaefer Brewing Co., which shared the
sponsorship with American Tobacco, re-
ported it has no interest in Dodger games
for next season, since the company's dis-
tribution is only in the East. No immediate
plans have been made by either company
for the spending of the budgets allocated
to the games, the spokesman said.
A spokesman for the Jacob Ruppert
Brewery, which sponsored the New York
Giants radio-tv broadcasts, said no decision
has been made as to the use of expenditures
formerly allocated to the games. The brew-
ery has largely eastern distribution, ruling
out an investment on the West Coast.
A spokesman for Skiatron Tv said the
company has "an understanding" with the
Dodgers to carry their games on pay tele-
vision in Los Angeles, but stressed that
"nothing has been formalized." He indicated
an announcement may be made on the
subject within the next few weeks. He
added that Skiatron Tv has a signed contract
for toll television with the Giants in San
Francisco and the company "hopes" that
the system can get underway by the begin-
ning of the 1958 baseball season.
Brownell Heads New C-M Office
William E. Brownell, who has resigned as
vice president and copy director of Erwin
Wasey, New York, will become vice presi-
dent and head of the New York office of
Campbell-Mi thun.
The agency, with of-
fices in Minneapolis,
Chicago and Los An-
geles, will open a
New York office
Nov. 1. The an-
nouncement was
made by C-M Presi-
dent Raymond O.
Mithun, who said the
new office will serve
four agency tv shows
which originate in
New York as well as prospective new busi-
ness. The agency reportedly now bills around
$40 million a year.
Mr. Brownell, once head of the Detroit
office of William H. Weintraub agency (now
Norman, Craig & Kummel), also headed
copy departments at Grant Adv. and Camp-
bell-Ewald.
MR. BROWNELL
Page 68 • October 21, 1957
Broadcasting
Our Cities Are Growing Together
The November 1 opening of a new $58,500,000 bridge-tunnel between Norfolk and
Hampton, and a merger of the cities of Newport News and Warwick, are current events
of significance to marketing men.
The new Newport News created by the merger will be
Virginia's largest city in area, third in population.
The new bridge-tunnel completes a five-city circuit: Norfolk-
Portsmouth — Warwick — Newport News — Hampton.
Etherwise, the cities of Tidewater Virginia always have been
a single urban area— delivered by one dominant station,
WTAR-TV. Now the oneness comes down to earth. Our
cities are growing together.
Even more significant than the merger and the new underwater
link themselves is the area growth that brought them about.
Keep your eyes on the Hampton Roads area, one of the
fastest growing markets in the nation !
Foremost Communications Medium in Virginia' s Greatest Market
(Based on Measured Contour Map by Jansky & Bailey)
5 of Virginia's Busiest Cities are
within WTAR-TV's Grade-A Signal.
CHANNEL 3, NORFOLK, VIRGINIA
Business Office and Studio— 720 Boush Street, Norfolk, Va.
Telephone: MAdison 5-6711
Representative: Edward Petry & Company, Inc.
Broadcasting
October 21, 195;7 • Page 69
ADVERTISERS & AGENCIES
CONTINUED
BANKS SEES MEDIA COMPARISON
• Burnett executive sees major media equivalent standards
• NBC's Beville addresses Audit Bureau of Circulations
The next major step forward in media
measurement will be the development of
measures of individual advertisement audi-
ences which will be equivalent and compar-
able for the major media, including radio
and tv, the Audit Bureau of Circulations was
told at its 43d annual convention in Chicago
last week.
The prediction was voiced by Dr. Seymour
Banks, media planning and research man-
ager of Leo Burnett Co., at a panel session
set by the Advertising Research Foundation
Friday. Dr. Banks spoke along with Dr. G.
Maxwell Ule, vice president and research
director, Kenyon & Eckhardt Inc.; Edwin
Green, assistant to the vice president and
media director of J. Walter Thompson Co.;
Hugh M. Beville Jr., vice president of plan-
ning and research for NBC, and A. Edward
Miller, assistant to the publisher, Life maga-
zine.
Mr. Beville's appearance marked the first
by a non-print-media representative on an
ABC convention agenda. The two-day con-
vention, held at the Drake Hotel, opened
Thursday under chairmanship of George
Dibert, J. Walter Thompson Co., ABC board
chairman. The question of whether ABC
should audit unpaid portions of publications'
distribution and other matters were dis-
cussed.
With development of individual and com-
parable audiences for all media, "the adver-
tiser will be able to compare the number of
people who are like! v to be resched [ex-
posed to] by $100,000 worth of advertising,
whether that money buys four-color bleed
pages in a list of magazines, 1,750-line ads
in 100 newspapers in the top 50 markets, a
90-second commercial on a tv spectacular or
any other variation in choice of space or
time units," Dr. Banks asserted.
He recounted the Burnett agency's work
on media measurements in terms of a "rela-
tive media cost efficiency study" for spring
1957 — adjusting media audiences by meas-
ures of resoonse to individual advertisements
appearing in those media, and relating ad-
vertising audiences estimated to cost of
space or time units involved.
A table of cost per media advertising im-
pression, (or people exposures), presented
by Dr. Banks, updates a previous 1956
study reported last spring by Leonard S.
Matthews, Burnett vice president in charge
of media. It shows that generally, in a kind
of "apples and oranges" comparison, broad-
cast media deliver an advertising impression
at a cost far below that of newspapers, news-
paper supplements and magazines [Adver-
tisers & Agencies, April 1].
The new findings :
( 1 ) Television — a one-minute commercial
in an average evening half-hour program,
$1.30 per impression; minute commercial in
an average quarter-hour daytime program,
$1.21; minute commercial (60-second day-
time spot) $1.56; commercials delivered in
20-second nighttime spots, $2.10.
(2) Radio — one-minute commercial for
average quarter-hour daytime program, 97
cents.
(3) Magazines — (general weeklies) four-
color page, $4.84, and black and white page,
$5.69; (women's service and home service)
four-color, $5.10, and black and white,
$5.73.
(4) Newspaper supplements — four-color
page, $3.73, and black and white page,
$5.11.
(5) Newspapers — 1,000-line, ROP, black
and white, $6.88; ROP, black and white
page. $10.31, and ROP. four-color page,
$8.70.
Broadcast data covered the March-April
1957 period, with sources including A. C.
Nielsen for program audiences and cost,
American Research Bureau for program
HOW PEOPLE SPEND THEIR TIME
THERE WERE 123,417,000 people in the U. S. over 12 years of age during the
week Oct. 6-Oct. 12. This is how they spent their time:
69.1% ( 85,281,000) spent 1,850.6 million hours watching television
54.1% ( 66,769,000) spent 981.5 million hours listening to radio
82.3% (101,572,000) spent 414.8 million hours reading nbwspapers
30.4% ( 37,519,000) spent 168.1 million hours reading magazines
25.4% ( 31,348,000) spent 384.0 million hours watching movies on tv
27.5% ( 33,978,000) spent 142.1 million hours attending movies
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
• AH figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
WINS A.B.C. AWARD
"Grand Award" for an advertising
campaign promoting the significance of
Audit Bureau of Circulations during
1957 was presented to Broadcasting
Oct. 17 at the ABC's 43d annual con-
vention in Chicago. This top award
was given for the best campaign
among the four ABC divisions — daily
newspapers, weeklies, business publi-
cations and magazines.
In addition, Broadcasting received
one of two awards in the business
publication field for an individual ad-
vertisement. Broadcasting became an
ABC member Oct. 15, 1956, the only
publication in the radio-tv field carry-
ing the ABC symbol.
audience composition, spot ratings based on
spring 1957 ARB reports in 100 markets
and costs from Standard Rate & Data Serv-
ice in 13-week cycles. Print measurements
were based on individual media, Daniel
Starch & Assoc., Alfred Politz and news-
paper reports.
An advertising impression for print was
described as one where a person noted or
saw an advertisement, and for broadcast
media where a person was exposed to one
minute of commercial time via programs
(using Nielsen average audience ratings).
For spot, it was determined two exposures to
spot were equivalent to one exposure via
programs (exposures are defined as sufficient
attentiveness leading to registration in con-
scious faculties).
Dr. Banks cited "excellent data" on pro-
gram audiences and only "fragmentary data
on response to individual commercials." He
added, "There is a considerable amount of
information about set usage while spot an-
nouncements are on but, again, we know
very little about the actual audience to the
announcements." Data for major magazines
on publication audience and advertisement
response is excellent, he claimed, while issue
audience and advertisement readership fig-
ures are limited to a relatively small number
of newspapers.
Dr. Ule declared, "The pressures of the
marketing facts of life make it almost in-
evitable that the orderly, the logical, the
rigorous and fair methods of the scientific
method shall have to replace the sloppy,
slipshod, non-comparable methods of the
past."
Dr. Ule urged development of "com-
parable measurements of circulation which
are relatively interchangeable" among print
and broadcast media. "We must measure
total reach or coverage first, on a com-
parable basis — this is simply making certain
that we take a full comparable count of the
number of households which are reached
with the particular issue or broadcast" before
delving into qualitative differences and "un-
known" factors.
Dr. Ule also noted "important progress"
in some areas in appraising the "qualitative
differences" of these impressions in terms
of ability to implant a product message
Page 70 • October 21, 1957
Broadcasting
Which Sandy Jackson
do you want in Omaha?
The one whose share of audience hits only 43.6%?
Or the one who hits a high of 46.8%?
They're both the same guy — only one's early (1 1 a.m. to noon) when with
a high hour of 43.6% he outrates everything within hearing.
The other's later (2:00 to 4:00 p.m.) with a 46.8% high.
Early Sandy and late Sandy are two of the personable people who
have kept KOWH on top in Omaha for 72 consecutive months.
Now only the ownership is changed — Everything else is status quo —
8 a.m. to 6 p.m. Monday through Saturday average share of audience:
A first place 35.0%, (August-September Hooper). Pulse and Trendex
make it unanimous.
Which Sandy Jackson to buy is a much harder problem than which Omaha
radio station. Call KOWH manager Virgil Sharpe or Adam Young.
Broadcasting
October 21, 1957 • Page 71
ADVERTISERS & AGENCIES continued
or of enhancing viewers' and readers' image
of the product.
Hugh M. Beville Jr., NBC planning-
research vice president, described the in-
formation shown by broadcast ratings. He
lumped this information under the title,
"audience measurement," listing such ma-
terial as number of tv or radio homes, num-
ber of homes or viewers per month and per
week on down to the number per commer-
cial minute. He explained how cost-per-
1,000 calculations can be made for compara-
tive purposes at any step in this progression.
At its present state of refinement, Mr.
Beville said, these measurements overshadow
the potential value of an ABC for broad-
casting. He added, "As much as we envy the
comfortable life of newspapers which can
base all of their selling and promotion on
an analysis of ABC statements every six
months, most broadcasters would not agree
to exchange their program measurement
service for a broadcasting ABC. And I doubt
if any agencies or advertisers would make
this swap. This does not mean that we would
not like to have an ABC; it does mean that
an ABC for broadcasting would be a comple-
mentary rather than a primary measure-
ment."
Seven-Up Drive Shows Trend
From Spot to Network Radio-Tv
Plans for a concerted "Seven-Up Airlift"
promotion in network radio and tv on be-
PREVIEW screening of ABC's new Tombstone Territory (Wed. 8:30-9 p.m.) spon-
sored by Bristol-Myers through Young & Rubicam brought these six tv and
advertising officials together. They are (1 to r) James T. Aubrey Jr., vice president
in charge of programming, ABC-TV; Donald S. Frost, vice president in charge of
products division advertising, Bristol-Myers; Joseph A. Moran, radio-tv vice presi-
dent, Y&R; M. J. Rifkin, sales vice president, Ziv Television Programs; J. Brooks
Emory Jr., vice president, Y&R, and Slocum Cbapin, vice president in charge of
sales, ABC-TV.
half of Seven-Up Co. have been set by its
agency, J. Walter Thompson Co., accenting
a continued trend away from spot broad-
casting since last spring.
Advertisement
The November-December campaign for
its soft drinks includes participations on CBS
Radio's Amos 'ri Andy; NBC Radio's Pep-
per Young's Family, Bandstand, One Man's
Family and My True Story; NBC-TV's
Wagon Train and Tonight, and ABC-TV's
Sugarfoot and American Bandstand. These
buys supplement its alternate week sponsor-
ship of Walt Disney's Zorro on ABC-TV,
with American Bandstand as the largest
single purchase (twelve 15-minute segments).
The multi-network spread, starting in mid-
November, represents a $300,000 expen-
diture. Until this past spring, when Seven-
Up dropped its syndicated Soldiers of For-
tune on many of its 140 stations and picked
up Zorro for the fall, a sizable part of its
television budget ($1.2 million out of $1.5
million in 1956) was in spot tv. Filmed
Soldiers of Fortune at one time represented
an estimated $2 million total expenditures.
Rochester Ad Agency Formed
Gibson Adv., Rochester, N. Y., agency,
has been formed by Lloyd B. and Lois Gib-
son. The firm will handle general retail and
consumer accounts, specializing in produc-
tion of radio and tv programs, commercials
and films. Mr. Gibson has been commercial
manager of WBBF Rochester and later
was on the advertising sales staffs of WHAM
and WROC-TV there. Mrs. Gibson has
been with Wilkinson Adv., Rochester.
BAR Reports Beer Tv Copy Trends
Nine of the nation's 50 top breweries
stress flavor and taste in their television
commercials, eight say their beer is "lighter,
brighter, sparkling," and seven claim their
brew is "slowly aged," according to Broad-
cast Advertisers Reports, New York in its
"Commercial Copy Guide" service. The
guide reports trends in spot television copy
and is published quarterly. The current re-
port analyzes beer copy in 20 cities.
Page 72 • October 21, 1957
Broadcasting
_
AP news. ..surging with profit power
The tide waits for no man . . . neither does the news. And, because
people want to know, they listen regularly to news broadcasts.
Especially when news has the power of the AP name, the thor-
oughness and timeliness of AP coverage. Everywhere . . . AP spells
Added Prestige, Added Profits for radio and television stations.
THE ASSOCIATED PRESS
50 ROCKEFELLER PLAZA
NEW YORK 20, N. Y.
Broadcasting
October 21, 1957 • Page 73
ADVERTISERS & AGENCIES CONTINUED
PAT BOONE chats between rehearsals for The Pat Boone Chevy Showroom (ABC-
TV, Thurs., 9 p.m.) with officials from his sponsor, Chevrolet Motor Div., and
agency, Campbell-Ewald Co. At the studio are (1 to r) Phillip L. McHugh, vice
president for tv, C-E; William G. Power, advertising manager, Chevy; Mr. Boone,
Mrs. Power, and Colin Campbell, executive vice president, C-E.
Roslow Sees No Payoff
On Pay Tv Anytime Soon
The economic feasibility of pay television
in the immediate future was questioned
seriously by Dr. Sydney Roslow, director
of The Pulse Inc., New York, in a talk Fri-
day before the Third District Conference
of the Advertising Federation of America
in Norfolk, Va., although the researcher
acknowledged the system eventually will be
able to provide "a logical service."
Dr. Roslow based his conclusions on a
series of studies The Pulse has undertaken
on toll tv in New York, Los Angeles and
San Francisco. He predicted that before
pay tv becomes practicable, "more people
will go broke trying to get it off the ground
than will ever make a mint out of it." Dr.
Roslow also phophesied that toll tv, starting
as a system without commercials, will de-
velop into one that will make use 'of spot
announcements.
He advised the conference of the findings
of the latest Pulse study in San Francisco
and Los Angeles, completed early in Sep-
tember. In these cities, respondents were
asked about their attitudes toward major
league baseball games on toll tv. Dr. Ros-
low reported that about 13% of the viewers
in each market indicated they would be
willing to pay to watch the games (105,700
San Francisco tv homes and 243,200 Los
Angeles tv homes).
In a breakdown of their attitudes, The
study revealed that most of the viewers
would pay only once a week; a majority
twice a week, and a diminishing number as
the frequency of games is increased. The
study also showed that whereas almost every
home would be willing to pay 25 cents per
game and a majority would pay 50 cents
per game, very few would pay 75 cents or
$1 per game.
"The crucial factor uncovered by the
West Coast study," Dr. Roslow said, "is the
number of games the viewer would pay to
see in the comfort of his home. The sharp
drop-off after the first game is indicative
of an awareness that pay tv may be more
comfortable but that it also will cost more
money. If and when pay tv becomes a real-
ity, this is a factor the promoters of the new
medium will have to overcome."
Dr. Roslow hazarded "an educated guess"
to say that neither the Dodgers in Los An-
geles nor the Giants in San Francisco will
have pay tv for next season. He hedged
slightly to say that if conventional radio-tv
sponsorship of the games does not material-
ize, pay tv may result initially for the away
contests and then extend to the home games
if the clubs become pennant contenders.
Dr. Roslow also summarized for the con-
ference a special Pulse study conducted in
New York last summer asking New Yorkers'
attitudes on pay tv toward first-run movies
and major league baseball games. The study
indicated, Dr. Roslow said, that more than
1.25 million tv homes would pay to watch
the motion picture running at the Radio
City Music Hall. Dr. Roslow conceded this
figure boiled down to "a lot of people," but
added that other questions elicited the in-
formation that for about 80% of the tv
homes, 25 cents to 50 cents was reported
as an equitable price for a movie on pay
tv. Dr. Roslow questioned whether the gross
from pay tv, based on this information,
would make the showing of first-run top-
quality films feasible on a week-in, week-
out basis. He added that the findings for
New Yorkers' attitudes toward paying for
major league baseball games are similar to
those for first-run motion pictures.
He voiced the belief that despite his reser-
vations about toll tv within the next several
years, the system eventually will become
operable. He believes costs will become in-
creasingly higher to the consumer because
of increasingly higher costs for entertain-
ment productions. He predicted that ulti-
mately pay tv will develop to the point where
"someone will get the bright idea of selling
spots."
color!
The Next 10 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
Oct. 22, 29 (9:30-10 p.m.) Red Skelton
Show, S. C. Johnson & Son, through
Foote, Cone & Belding and Pet Milk
through Gardner Adv.
NBC-TV
Oct. 21-25, 28-30 (1:30-2:30 p.m.)
Howard Miller Show, participating
sponsors.
Oct. 21-25, 28-30 (3-4 p.m.) Matinee
Theatre, participating sponsors.
Oct. 21, 28 (7:30-8 p.m.) The Price
Is Right, RCA Victor through Ken-
yon & Eckhardt and Speidel through
Norman, Craig & Kummel.
Oct. 22 (8-9 p.m.) George Gobel
Show, RCA-Whirlpool through Ken-
yon & Eckhardt and Liggett & Myers
through McCann-Erickson.
Oct. 23, 30 (9-10 p.m.) Kraft Tele-
vision Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
Oct. 24 (7:30-8 p.m.) Tic Tac Dough,
RCA- Victor through Kenyon & Eck-
hardt and Warner Lambert through
Lennen & Newell.
Oct. 24 (10-10:30 p.m.), Lux Show
starring Rosemary Clooney, Lever
Bros, through J. Walter Thompson
Co.
Oct. 25 (9-10 p.m.) The Strange Case
of the Cosmic Rays, Bell Telephone
through N. W. Ayer & Son.
Oct. 26 (8-9 p.m.) Perry Como Show,
participating sponsors.
Oct. 26 (10:30-11 p.m.) Your Hit
Parade, Toni through North Adv. and
American Tobacco through BBDO.
Oct. 27 (6:30-7 p.m.) My Friend
Flicka, sustaining.
Oct. 27 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Oct. 27 (9-10 p.m.) Dinah Shore
Chevy Show, Chevrolet through
Campbell-Ewald.
Oct. 29 (8-9 p.m.) Eddie Fisher
Show, RCA-Whirlpool through Ken-
yon & Eckhardt and Liggett & Myers
through McCann-Erickson.
Page 74 • October 21, 1957
Broadcasting
LAGNIAPPE
It's an established fact that KSLA-TV has dominated every single
TV audience survey made in Shreveport.
And the city, of course, is the meat of the market.
But in Louisiana, it's customary to
throw in something extra when purchases are made.
Our French friends call it "lagniappe."
Well, we now have proof of just how much lagniappe
you get when you buy KSLA-TV.
A recent mail pull which brought in 11,586 cards and letters
from every parish and county in our 0.1 MV/M contour
proved beyond a doubt not only the
strength of our signal but the power of our programming
throughout the entire Ark-La-Tex area.
Pour le "poop" on this lagniappe see your Raymer Man.
KSLA-TV
channel \ 2
^^^^L TILI VISION ^^^W
^^^^L NETWORK ^^^W
in Shreveport, Louisiana
PAUL H. RAYMER CO., INC.
National Representatives
Ben Beckham, Jr., General Manager
Winston B. Linam, Station Manager
Deane R. Flett, Sales Manager
Broadcasting
October 21, 1957 • Page 75
ADVERTISERS & AGENCIES CONTINUED
TOP TEN NETWORK PROGRAMS
Tv Report for Oct. 1-7
Copyright Trendex
TOP NETWORK PROGRAMS
Tv Report for Sept. 8-21
IUIAL AUUItMLt 1
Number of Homes (000)
1
1 .
Gunsmoke
16,274
L.
Ed Sullivan Show
15,450
3.
Perry Como Show
4.
I've Got A Secret
13,967
C
J .
$64,000 Question
13,761
6.
PI nvh ni 1 K(> QO
13,678
7.
G. E. Theater
13,349
8.
1 iiyin Y
13,266
9.
Disneyland
12,442
10.
i Weill V KJtll~
12,072
Per Cent of Homes *
J .
_ .
Gunsmoke
40.9
/.
Ed Sullivan Show
383
3
Perry Como Show
36.1
4'
I've Got A Secret
34.8
,5.
Playhouse 90
34.5
6.
$64,000 Question
34.2
7.
G. E. Theater
33.3
8.
Climax
33.2
9.
Disneyland
31.4
10.
Cheyenne
30.8
AVERAGE AUDIENCE t
Number of Homes (000)
1.
Gunsmoke
15,285
2.
Ed Sullivan Show
12,690
3.
I've Got A Secret
12,566
4.
$64,000 Question
12,401
5.
G. E. Theater
12,236
6.
Twenty-One
11,042
7.
Wyatt Earp
10,836
8.
Climax
10,836
9.
Perry Como Show
10,712
10.
Alfred Hitchcock Presents
10,506
Per Cent of Homes *
1.
Gunsmoke
38.4
2.
Ed Sullivan Show
31.5
3.
I've Got A Secret
31.3
4.
$64,000 Question
30.8
5.
G. E. Theater
30.6
6.
Wyatt Earp
28.1
7.
Twenty-One
27.6
8.
Climax
27.1
9.
Perry Como Show
26.8
10.
Alfred Hitchcock Presents
26.5
t Homes reached by all or any part of
the program, except for homes viewing
only 1 to 5 minutes.
% Homes reached during the average
minute of the program.
* Percented ratings are based on tv
hemes within reach of station facilities
used by each program.
Copyright 1957 by A. C. Nielsen Co.
TOP 10 NETWORK PROGRAMS
Tv Report for Sept. 7-13
Rank
Rating
Rank
1. Bob Hope
35.2
1.
2. Ed Sullivan
29.5
2.
3. Danny Thomas
27.8
3.
4. What's My Line
26.7
4.
5. Perry Como
26.6
5.
6. Twenty-One
25.7
6.
7. This Is Your Life
25.1
7.
8. Jack Benny
24.9
8.
9. Line-Up
24.3
9.
10. Red Skelton
24.3
10.
Ed Sullivan
Gunsmoke
I've Got a Secret
Climax
What's My Line
$64,000 Question
Studio One
G. E. Theatre
Twenty -One
Lawrence Welk
Special Attraction
Miss America Pageant
Rank
Ed Sullivan
Gunsmoke
I've Got a Secret
G. E. Theatre
Steve Allen
Lawrence Welk
Disneyland
Climax
$64,000 Question
Twenty-One
Special Attraction
Miss America Pageant
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Ratings
41.1
40.3
35.9
34.6
33.6
33.3
33.3
32.4
31.8
30.7
42.6
Viewers
48,100,000
42,960,000
33,960,000
32,380,000
31,970,000
31,860,000
31,720,000
29,720,000
28,550,000
28,200,000
40,170,000
Copyright American Research Bureau Inc.
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's Broadcasting tv ratings roundup.
Information is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Steve Allen (NBC-138): Participating spon-
sors, Sun. 8-9 p.m.
Jack Benny (CBS-179): American Tobacco
Corp. (BBDO) alternate, Sun. 7:30-8 p.m.
Cheyenne (ABC-99): General Electric
(Y&R) alternating, Tues. 7:30-8:30 p.m.
Climax (CBS-195): Chrysler (M-E), Thurs.
8:30-9:30 p.m.
Perry Como Show (NBC-163) : Participat-
ing sponsors. Sat. 8-9 p.m.
Disneyland (ABC-175): American Motors
(Geyer), American Dairy (Campbell-
Mithun), Derby Foods (M-E), Wed. 7:30-
8:30 p.m.
G. E. Theatre (CBS-154) : General Electric
(BBDO), Sun. 9-9:30 p.m.
Gunsmoke (CBS-162): Liggett & Myers
(D-F-S), Remington Rand (Y&R) alter-
nating, Sat. 10-10:30 p.m.
Alfred Hitchcock (CBS-144) : Bristol-Myers
(Y&R), Sun. 9:30-10 p.m.
Bob Hope Show (NBC-139) : U. S. Time
Corp. (Peck), Sun. Oct. 6, 9-10 p.m.
I've Got a Secret (CBS-198) : R. J. Reynolds
(Esty), Wed. 9:30-10 p.m.
The Lineup (CBS-162) : Brown & William-
son Tobacco Co. (Bates), Procter &
Gamble (Y&R) alternating, Fri. 10-10:30
p.m.
Miss America Pageant (CBS-131): Philco
(BBDO), Sat., Sept. 7. 10:30-12.
Playhouse 90 (CBS-134): participating
sponsors. Thurs. 9:30-10 p.m.
Red Skelton (CBS-190): Pet Milk (Gard-
ner), S. C. Johnson & Son (FC&B)
alternating, Tues. 9:30-10 p.m.
$64,000 Question (CBS-180) : Revlon
(BBDO), Tues. 10-10:30 p.m.
Studio One (CBS-100): Westinghouse Elec-
tric Corp. (M-E), Mon. 10-11 p.m.
Ed Sullivan (CBS-174): Lincoln-Mercury
(K&E), Sun. 8-9 p.m.
This Is Your Life (NBC-138): Procter &
Gamble (Benton & Bowles), Wed. 10-
10:50 p.m.
Danny Thomas Show (CBS-158): General
Foods (Benton & Bowles), Mon. 9-9:30
p.m.
Twenty-One (NBC-144) : Pharmaceuticals
Inc. (Kletter), Mon. 9-9:30.
Lawrence Welle (ABC-200): Dodge Div. of
Chrysler Corp. (Grant), Sat. 9-10 p.m.
What's My Line (CBS-157): Helene Curtis
(Ludgin), Remington Rand (Y&R), Sun.
10:30-11 p.m.
Wyatt Earp (ABC-103) : General Mills (D-
F-S), Procter & Gamble (Compton),
Tues. 8:30-9 p.m.
Expansion of Negro Market
Traced in Two-Part RAB Study
The growing significance of the Negro
market to advertising generally and radio
specifically is detailed in a study issued last
week by Radio Advertising Bureau which
should leave little doubt in the advertiser's
mind that the Negro pocketbook is a force
to be reckoned with.
Titled "Radio and The Negro Market,"
the RAB study is assembled in two parts.
The first, by utilizing all available business
statistics, points to the Negro market as "the
most economically significant and fastest
growing in the nation." It notes that the
17.3 million Negro consumers "can make or
break the sales programs of even the largest
advertisers; that (they) can influence the na-
tional sales picture of virtually any product;
that the patronage of large numbers of
Negro consumers in many of America's
largest cities is essential to the obtaining of
sales dominance in these markets.
Section one goes on to trace the growth of
Negro population and income; the shift of
population from rural to urban areas (a re-
verse trend to the current white population's
boom in suburban and rural resettlement);
employment habits and changes and the
growth of the Negro "middle class" in view-
points, living habits and buying habits.
RAB follows this up with a Pulse Inc-
researched report documenting the depend-
ence of the Negro on radio as a source of
news, information and entertainment and
detailing the growth among Negro radio
families. The study then breaks this data
down by listening habits, preferences and
by geographical areas.
Durstine, BDA Set Agreement
To Cover Southern California
Roy S. Durstine Inc. and Burke Dowling
Adams Inc., both New York, today (Mon-
day) are announcing a reciprocal working
agreement whereby the two advertising
agencies will jointly serve the Southern Cali-
fornia market. Under the agreement, de-
tailed by Presidents Roy S. Durstine and
B. D. Adams, both agencies will retain
their separate corporate identities, "and the
arrangement does not affect the other of-
fices of either agency."
The arrangement ( 1 ) gives BDA a Los
Angeles office at Roy S. Durstine's pres-
ent location, 3440 Wilshire Blvd., and thus
provides that agency with an operations
outlet with which to service the Studebaker-
Packard and Scandinavian Airlines System
accounts; (2) gives Durstine's Los Angeles
office Vice President and Manager William
D. Sloan the added title of vice president
and western division manager for BDA;
(3) calls for an increase in personnel.
Durstine has been on the West Coast
since 1948. It also maintains offices in San
Francisco and services such accounts as
White Rock beverages (West Coast),
Dietonic Products Co., the L. A. Ambas-
sador Hotel and MacMillan Petroleum
Corp. BDA, formerly headquartered in
Atlanta, now operates principally out of
New York, Atlanta, South Bend, Upper
Montclair, N. J.a and Panama.
Page 76 • October 21, 1957
Broadcasting
Over, above— and beyond
SAN FRANCISCO
it J >'
One-third of Central California — east of the
San Joaquin Valley — contains the nation's
most rugged and beautiful mountains.
Here live thousands of families . . . cattlemen,
lumbermen, turkey growers, ranchers ... all
with a better than average income. Most of
them have wanted television for years.
Now, the powerful KFRE-TV signal carries over,
above and beyond the mountains to bring them
the only television service they can get.
Only KFRE-TV covers both the rich San Joaquin
Valley . . . and the prosperous families in the
other third of Central California. It's your most
productive television buy.
KFRE -TV
FRESNO
Paul R. Barllett, President Ed Freck, Manager Bob Klein, Sales Manager
Broadcasting
October 21, 1957 • Page 77
ADVERTISERS t AGENCIES continued
BUSINESS BRIEFLY
WHO'S BUYING WHAT, WHERE
UA TURNS ON RADIO • United Artists
Corp., which this week releases Richard
Widmark production of "Time Limit"
(Heath Productions Inc.) has allocated
roughly $25,000 to saturation radio spot
campaign which it is placing direct in ap-
proximately 45 markets, using average of
two stations per city. Drive kicks off Oct. 24,
runs through Nov. 7. Campaign does not
include additional spot buys expected to be
made on local level by individual theatre
owners and managers. Spot drive, conducted
out of UA's exploitation department, is
understood to be bigger than that placed
last summer for UA's "super-spectacular,"
Stanley Kramer's "The Pride and the Pas-
sion."
CHRISTMAS SPLURGE • Bon Ami Co.,
N. Y., has put its Glass Gloss glass and
silver cleaner into a Christmas stencil and
decorating kit and will promote product in
50 markets throughout country with inten-
sive spot tv campaign, beginning last week
in November for three weeks. Christmas
promotion marks Bon Ami's first national
campaign for Glass Gloss. Erwin Wasey,
Ruthrauff & Ryan, N. Y., is agency.
POWI
lAi
CHANNEL
An Edward Lamb Enterprise — Ben McLaughlin, General Manager Represented Nationally By
EDWARD RETRY AND CO., INC.
New York • Chicago • Atlanta • Detroit • San Francisco • St. Louis • Los Angeles
Page 78 • October 21, 1957
NIGHT AND DAY • National Carbon Co.,
N. Y., for Prestone anti-freeze, ordered
new participation schedules in NBC-TV's
Today and Tonight, effective immediately.
Order calls for ten participations on each
show, to run through Oct. 25 for Tonight
and Oct. 29 for Today. Agency: William
Esty Co., N. Y.
EVERYTHING'S ROSY • Minute Maid
Corp., N. Y., through Ted Bates & Co.,
N. Y., and Florists' Telegraph Delivery
Assn. through Grant Adv., N. Y., again
signed to co-sponsor NBC-TV's two-hour
colorcast of 69th annual Tournament of
Roses from Pasadena, Calif., on Jan. 1.
BACK FOR MORE • Bristol-Myers Co.
(Bufferin), N. Y., Oct. 6 renewed sponsor-
ship of Jimmy Wakely Show (Sun. 7:05-7:30
p.m.) on 21-station CBS Radio Pacific Net-
work for 13 weeks. Agency: Young & Rubi-
cam, N. Y.
Crosby Not Set For Shulton
Although Matter Is Discussed
Reports that Bing Crosby is about to be
signed by Shulton Inc. for tv were described
as "slightly premature" Thursday by the
toiletries house. However, Shulton officials
did not deny that they and their two agen-
cies— The Wesley Assoc. and Foote, Cone
& Belding — were discussing with CBS-TV
the possibilities of procuring Mr. Crosby's
services for a special pre-Christmas spectac-
ular on that network.
Mr. Crosby, while a regular CBS Radio
personality and star of one of the frequent
weekend Ford [Motor Co.] Roadshows on
CBS Radio, to date has not starred on any
continuous tv series. Instead he has limited
himself to infrequent guest appearances on
such CBS-TV programs as the old Ford Star
Jubilee, The Ed Sullivan Show and his
recent appearance for Edsel. He has been
opposed to appearing live, but industry ob-
servers felt last week that after the "enthu-
siastic" reaction to his first full tv show
(for Edsel), Mr. Crosby "might change his
mind."
For Shulton, pre-Christmas spectaculars
are nothing new. Last yuletide it sponsored
Victor Borge for one of his "one-man
shows" as a last minute stimulant to Christ-
mas sales [Advertisers & Agencies, July
8]. Shulton also feels that a one-shot ap-
pearance by Mr. Crosby would bolster its
every-other-week use of network television
via The Eve Arden Show, also on CBS-TV
(Tues., 8:30-9 p.m.). Meanwhile, Wesley
Assoc., for the Old Spice and women's
lines is in the middle of lining up a multi-
station spot radio buy in 48 markets for
four weeks duration beginning Dec. 1.
FDA Warns It Will Crack Down
On Misleading Flu Cure Claims
Advertisers who incorporate claims of
Asian flu protection into their copy have
been warned that the government will do
all it can to stop misleading claims.
Commissioner George P. Larrick of the
Food and Drug Administration sounded the
Broadcasting
FOR THE third STRAIGHT PULSE PERIOD *
PHILADELPHIA
sfs MARCH-APRIL, MAY-JUNE, JULY-AUG., '57
represented nationally by G ill perna, inc. New York, Chicago, Los Angeles, San Francisco, Boston
Broadcasting October 21, 1957 • Page 79
ADVERTISERS & AGENCIES CONTINUED
The only station covering all of Oklahoma's No. 1 Market
Broadcast Center • 37th & Peoria
HAROLD C. STUART GUSTAV BRANDBORG
President Vice Pres. & Gen. Mgr.
Represented by EDWARD PETRY & CO.
1170 KC • 50,000 WATTS • CLEAR CHANNEL . NBC
"The Voice of Oklahoma"
Page 80 • October 21, 1957
warning in a speech at a retail druggists'
meeting at Minneapolis Oct. 9. "Some prep-
arations will provide welcome alleviation
of the aches and pains of the flu victim,
but aside from the vaccine, there are no
new wonder drugs for Asian flu on the
market today," he said, adding that, "rep-
resentations to the contrary are false, mis-
leading and shameful." The Federal Trade
Commission has been reported looking into
Asian flu claims in ad copy of cold remedies,
mouth washes, antihistamines, vitamins and
other products.
'Snowflake' Kits Being Sent
Local Stations by U. S. Steel
Although U. S. Steel Corp. dropped local
radio in favor of network radio (in addition
to "powerhouse" independents) for its 1956-
57 "Snowflake" promotion, the giant steel
firm still thinks highly of local stations.
Last week, BBDO, U. S. Steel's agency,
began mailing special "Snowflake" Radio
Kits to over 1,500 stations to "enable them
to make money." Last winter, 1,588 stations
requested a similar kit (containing an-
nouncements, suggestions and a transcrip-
tion bearing the U. S. Steel musical theme).
• Of these, 210 later reported having sold
19,326 spots and 639 programs to tie-in
advertisers, principally local hardware and
appliance stores as well as utilities. Many
more stations reportedly effected tie-in sales
but BBDO officials last week said these
stations did not submit detailed reports.
"Snowflake" is geared to move "hard
goods" such as refrigerators, stoves, appli-
ances. One out of every three tons of steel
purchased by the appliance industry is
manufactured by U. S. Steel, the firm says.
Station may order the kits by writing to
Robert C. Myers, director of market de-
velopment, U. S. Steel Corp., 525 William
Penn PL, Pittsburgh 30.
A&A SHORTS
Brooke, Smith, French & Dorrance, L. A.,
moves to 1741 Ivar Ave., Hollywood 28.
Shaller-Rubin Co., N. Y., has announced
expansion to occupancy of three floors at
312 Fifth Ave.
Marty Weiser Co., Beverly Hills, Calif.,
moves to new and larger quarters at 259
S. Beverly Dr.
Zam Assoc., new agency at 130 W. 42nd
St., N. Y., has changed its name to Zam
& Kirshner Inc.
AGENCY APPOINTMENTS
Emerson Drug Co., Baltimore, division of
Warner-Lambert Pharmaceutical Co., ap-
points Lennen & Newell for new, unnamed
pharmaceutical product.
Hamilton Beach Co. (division of Scovill Mfg.
Co. — food mixers, vacuum cleaners, etc.),
Racine, Wis., appoints Campbell-Mithun
Inc., Chicago, to handle its account (estim-
ated to be $500,000), effective Jan. 1, 1958.
Broadcasting
when its a question of
BUDGET
WVNJ will deliver 1000 families for just 31c.
That's by far the most economical buy you can make in this market.
You'll get blanket coverage, too, because WVNJ delivers almost twice the
listeners of the next two radio stations broadcasting from New Jersey.
*Source — Hooperatings Jan. - Feb. — New Jersey.
Chances are it will be even less than 31c as time goes by
because WVNJ is attracting more listeners than any other radio station in
the area. It's no secret how we do it. Superb new programming (we play
just Great Albums of Music from sign on to sign off) plus the heaviest
consumer advertising schedule of any independent radio station in America.
When it's a question of budget — your money buys the most on WVNJ.
Represented by-
Broadcast Times Sales
New York OX 7-1696
WVNJ
W W W ■ >■ tm Newark, New Jersey
RADIO STATION OF tyht Kctoavk Pettis
Broadcasting
October 21, 1957 • Page 81
GOVERNMENT
FCC ANNOUNCES SPECIFICATIONS
FOR NATIONAL TESTS OF TOLL TV
• Only outlets in cities of 4 Grade A signals may apply
• Uhfs, vhfs eligible for 3-year tests, using any method
Specifications for a national toll tv test
were made public by the FCC last week —
almost a month after it had formally an-
nounced that it had instructed its staff to
draw up an order proposing the acceptance
of applications for a test period of subscrip-
tion tv [Lead Story, Sept. 23].
Simply put, the Commission said it would
accept applications from tv stations for a
three-year test of pay tv.
But, it added, the tests will not be per-
mitted in any community which does not
receive at least four Grade A tv signals. A
Grade A signal is one which is at least 68
dbu for chs! 2-6, 71 dbu for chs. 7-13, and
74 dbu for chs. 14-83.
It also stated that any station — vhf or
uhf — can participate in the tests; and that
any station can use any method of toll tv —
in fact can use several methods if it so
desires.
The only out-and-out prohibition is that
no method of scrambling or decoding the tv
signal will be approved if it interferes
with other radio services or degrades the
technical quality of the tv signal.
And, the Commission said that each
qualified method will be permitted to be
used in not more than three eligible mar-
kets.
It also warned that the regular require-
ments for tv station operation (licensee's
responsibility to broadcast in the public in-
terest, minimum hours, equal opportunity for
political candidates, etc.) will still be main-
tained.
The order issued last week is entitled
"First Report." It stems from the 1955
petition by Zenith Radio Corp., Chicago
radio-tv manufacturer, that the FCC author-
ize subscription tv for commercial operation.
Included in the report is a list of informa-
tion to be furnished by applicants in apply-
ing for permission to broadcast pay tv (see
separate story, next page).
Emphasized in the report was the decision
of the Commission not to authorize pay tv
operations until March 1, 1958. This is, the
Commission stressed, so Congress can con-
sider the question and legislate its desire.
There are bills in Congress to prohibit pay
tv on broadcast frequencies. Rep. Oren
Harris (D-Ark.), chairman of the House
Commerce Committee, has announced that
hearings will be held in January as soon as
Congress resumes.
The "First Report" was accepted by five
members of the Commission. Comr. Robert
T. Bartley issued a dissent, and freshman
Comr. Frederick W. Ford did not partici-
pate. Comr. Richard A. Mack issued a con-
curring statement.
Gist of Comr. Bartley's dissent was that
the Commission should establish a general
policy on pay tv before considering even test
authority, He maintained that pay tv pro-
ponents should be forced to justify the pub-
lic interest in an evidentiary hearing before
the full Commission.
The report traced the history of the pres-
ent proceeding, the proposals made by each
of the principal pay tv enthusiasts- — Zenith,
Skiatron and International Telemeter Corp.,
plus the more recent TeleGlobe and BiTran
— questions of law, public interest considera-
tions.
It was decided to authorize tests, the Com-
mission said, because this is the only way
that meaningful information can be secured
on a host of questions.
In any event, the Commission stated un-
equivocally, there will be an evidentiary
hearing following the three--year experi-
mental period and before commercial pay
tv is authorized completely.
Some of the details which should become
known following this test, the Commission
said, are: (1) public reaction, (2) extent of
audience diversion from free television, (3)
operation of different methods, (4) technical
performance, (5) methods employed, (6)
nature of programs preferred, (7) role of
station licensees, (8) potential monopoly.
Permission to conduct tests might, the
Commission said, be an aid to uhf. This
was explained this way: Many markets now
only receive three good Grade A signals.
If pay tv is the bononza its proponents
claim, the idle channels which are mainly
uhf might be snapped up in order to put the
community into the eligible class.
In discussing non-exclusivity, the Com-
mission stressed that applicants will be re-
quired to file with the applications "a con-
tract between the applicant and any local
subscription television franchise holder or
ELIGIBLE CITIES
There are at least 20 cities where
toll tv tests can be commenced under
the Commission's limitation that dem-
onstration communities must receive
at least four Grade A tv signals. Here
is the list as culled by the Commission:
Chicago, Dallas-Fort Worth, Den-
ver, Fresno-Tulare, Harrisburg-Lan-
caster-Lebanon, Reading-York, Hart-
ford-New Britain-New Haven-Water-
bury-Springfield, Los Angeles, Miami-
Fort Lauderdale, Milwaukee, Min-
neapolis-St. Paul, New York, Phila-
delphia-Camden-Wilmington, Phoenix-
Mesa, Portland-Vancouver, St. Louis,
San Antonio, San Francisco-Oakland,
Seattle-Tacoma, Washington (D. C),
Wilkes-B arre-Scr anton .
any other person participating in the local
trial application, in which it is provided
that the franchise holder or such other con-
tracting party as may be appropriate in the
circumstances, will, upon request of the li-
censee of any other television station serv-
ing the local area, participate with such
other station licensee or licensees in local
subscription television operations under the
same terms and conditions are set out in
the contract with the applicant station."
This section also provides, it was stated,
that no contract between a station and a
franchise or other pay tv entrepreneur may
prohibit the station from using any other type
of pay tv system.
And, the Commission continued, these
contracts must include a provision expressly
providing that the station licensee may re-
ject any program he considers unsuitable.
Also the Commission said the station li-
censee must not only be a party to determin-
ing the charges to be made to the public
for the fee-tv service but must have the right
of "ultimate decision" in such matters.
Stations granted the right to broadcast
pay tv, the Commission warned, will still be
responsible for maintaining the minimum
number of hours of free programs (28 hours
per week, and at least two hours daily).
The Commission stressed that grantees
must be ready to file reports on their activi-
ties, and that any contracts between the sta-
tion operator and other parties must pro-
vide for a full disclosure on such matters as
charges, collections, method of dissemi-
nating coding information to subscribers,
plus all other questions which the Com-
mission might ask.
The Commission commented:
"In making our decision we are, at this
stage, unaided by any meaningful demon-
strations of the service in operation. Nor
are there available to the Commission precise
blueprints of the manner in which the opera-
tion would be conducted. The proponents in-
dicate that it is difficult to elaborate further
on the basic proposals already submitted un-
til an announcement is made of the condi-
tions under which subscription television
operations would be permissible, thereby
affording interested segments of the in-
dustry an opportunity to formulate specific
plans, and negotiate detailed business ar-
rangements and contracts which would gov-
ern the conduct of the operation. What is
more, the need to adapt initial methods in
the light of experience as it is progressively
gained, is said to justify, and in fact neces-
sitate, flexibility in the initial operations.
Thus, in circumstances which offer no fixed
guideposts either in past experience or in
crystallized future plans, the Commission is
called upon to rule on petitions to permit
a service about which proponents and op-
ponents have urged the most widely diver-
gent views, in a debate which has necessarily
been conducted more on the ground of
potential implications of the service than
on the basis of demonstrable facts.
"Proponents, claiming large benefits to
the public from the introduction of a broad
new financial base and added programming
resources into television broadcasting, urge
the immediate, definitive authorization of
Page 82 • October 21, 1957
Broadcasting
subscription broadcasting by television sta-
tions, with a minimum of restricting condi-
tions. Opponents, raising the spectre of a
gravely impaired free television service, in-
sist that the only proper course for the Com-
mission is to forbid the service or to refer
the question to Congress.
"We believe the proper course for the
Commission does not lie at either extreme.
Having concluded that the Commission has
jurisdiction in the matter, we can find little
justification for either carte blanche authori-
zation of the use of broadcast frequencies
for an untried service of this kind or, on the
other hand, for refusal by the Commission
to afford a suitable opportunity for sub-
scription television to demonstrate its ca-
pacity to render a useful service; for the
public to appraise its desirability and register
its reaction — favorable or otherwise — to
what that service may have to offer; and for
the Commission to determine what legisla-
tive recommendations it may be desirable to
submit to Congress concerning the appro-
priate methods of regulating the service, in
the event a trial indicates it should be per-
mitted on a continuing basis.
"We are taking action at this time be-
cause this Commission is responsible, under
both the Communications Act and the Ad-
ministrative Procedure Act, for acting on the
proposals before us, and in our opinion fur-
ther delay in reaching our decision would
not be consistent with our duties.
"Our review of the record and a pain-
staking study of the numerous issues it pre-
sents have led us to the conclusion that our
responsibilities can best be discharged by
opening the way to the consideration of
applications by television station licensees
for authorization to conduct subscription
television operations within the limitations
laid down herein. Our decision in each case
will be governed by whether the specific
operation proposed meets the stated require-
ments and in our judgment would serve the
objectives set out in this Report."
The Commission concluded:
"In our belief, trial subscription television
operations conducted within the framework
of the foregoing conditions and require-
ments would afford much needed opportu-
nity:
"(a) to enable the public to register its
own judgment with respect to the subscrip-
tion television service offered.
"(b) to obtain data and information which
would assist the Commission to determine
the probable competitive impact of a sub-
scription television service upon the free
system. The present record affords an in-
adequate basis for sound judgment as to
whether the systems as presently proposed
would provide stimulating competition with
the present system which would be beneficial
to the public, or whether subscription tele-
vision could potentially impair the operation
of the present system to such a degree that it
could not continue to provide service of
the present or foreseeable quantity or quality
of free programming, and would oblige the
public to pay eventually for the reception of
numerous programs of the kind it now re-
ceives free of direct charge.
"(c) to obtain information, based on oper-
■""EVENT
i
OT OF YOUR N SET j
RYAN SAYS IT'S WAR— VS. PAY TV
Although there are many who can't
decide which side of the fence to straddle
when it comes to pay tv, there's no
doubt at all in the mind of Harold M.
Ryan, Michigan state senator. He's agin
it.
Sen. Ryan, who considers himself a
long-time opponent of pay tv, launched
his public campaign Oct. 11 in down-
town Detroit. Battle headquarters is a
30-foot house trailer equipped with loud-
speakers and decorated with banners
urging public protest (see above). Volun-
teers hand out postcards to pedestrians;
these are addressed to the FCC, c/o The
White House. The cards read: "Please do
not take away free tv programs. If pres-
ent plans for pay tv are allowed, one or
all of our existing free channels would
be blacked out unless we pay to see the
program. Please do not let this happen."
Space is provided for signature and ad-
dress.
Mr. Ryan hopes his campaign will
spread from Detroit throughout the state,
since he feels the only way to win is
through the expression of public senti-
ment. He's aiming for the support of
various civic and business organizations,
and states he is undertaking the campaign
at his own expense to "urge the people
into action."
ating experience, concerning the possible
need to standardize equipment and methods
used in the technical operation of a sub-
scription television service.
"(d) to determine, on the basis of experi-
ence, whether and the extent to which any
aspects of a subscription television would
call for the imposition of additional controls,
whether such controls require the adoption
of amendments to the Communications Act,
and if so, what recommendations should be
made to Congress."
Detailed Requirements
Listed for Applicants
It's a pretty detailed and comprehensive
documentation applicants for toll tv opera-
tion must submit to the FCC. Here are the
FCC's own words on what it expects from
subscription tv applicants for test opera-
tion authority:
Information to be Submitted by Applicants
Applications for authorizations to con-
duct subscription television operations must
contain the following information and be
accompanied by executed contracts be-
tween the applicant and the persons desig-
nated below covering the matters indicated.
Applications and documents submitted
therewith must be filed in an original and
fourteen copies.
A. Complete, detailed description of
the design and method of operation of any
encoding and decoding or other equipment
to be used in the proposed subscription tele-
vision operation. If requested by the Com-
mission, applicants must furnish to the Com-
mission's laboratory at' Laurel,' Maryland,
models of all decoding and other portable
equipment to be used in the operation, and
must make available for inspection by Com-
mission representatives any non-portable
equipment such as encoders proposed to be
used. At the Commission's discretion, ac-
tion may be withheld on applications until
the Commission has had an opportunity to
inspect models of the equipment proposed
to be used and observe the operation of
such equipment.
B. Complete, detailed statement de-
scribing in all particulars the manner in
which the proposed operation will be con-
ducted, including:
( 1 ) The; methods ; for disseminating
any decoding information needed by sub-
scribers, and for billing . and collecting
charges, including installation charges,
monthly charges, charges per program or
any other charges payable by subscribers.
(2) A complete statement of the
terms and conditions under which contracts
Broadcasting
October 21, 1957 • Page 83
GOVERNMENT continued
will be entered into with subscribers; also,
a statement as to whether the proposed sub-
scription television service will be made
available to all persons applying for it, and
if not, a statement of the basis upon which
subscribers will be selected.
(3) The approximate number of sub-
scribers it is intended to serve during the
proposed operation.
(4) Available information concern-
ing the contemplated range of minimum and
maximum charges to subscribers for the
various types of subscription television pro-
grams it is proposed to offer to the public.
(5) Answers to questions in Table
I, Section II and Question No. 4 in Section
III of FCC Form No. 301, with respect to
any person or persons who would perform,
supervise, participate in or control the per-
formance of any of the following func-
tions: *
(a) Provision of encoders and
any other equipment required for the trans-
mission of subscription television programs
other than equipment used by the television
station for its regular operation. +
(b) Provision of decoding or other
equipment required for the intelligent re-
ception of subscription television programs
by the subscriber, f
(c) Determination of the charges,
terms and conditions of service to subscrib-
ers and of payments to the television sta-
tion for its participation in the proposed
subscription television operation.
(d) Selection and procurement of
subscription television programs for local
transmission.
(e) Dissemination of decoding in-
formation to subscribers, billing, and other
related functions.
(6) Detailed information concern-
ing commitments obtained and negotiations
underway for the provision of subscription
programs to be offered to subcribers during
the proposed subscription television opera-
tions.
(7) Statement of intention with re-
spect to the transmission of commercial
announcements during subscription tele-
vision programs. (The Commission under-
stands from proposals before it in this pro-
ceeding that the proponents do not contem-
plate the inclusion of commercial announce-
ments in subscription television programs.)
C. Applications must be accompanied
by copies of executed operating agreements
between the applicant licensee and any per-
son (local community franchise holder for
the subscription television system to be em-
ployed, holder of patents on equipment to
be used, patent licensees or any other per-
son) who would perform, supervise, partici-
pate in or control the performance of any
of the functions enumerated under B(5)
* References in Form 301 to "applicant" will be
understood to include both the applicant here-
under and any other person or persons described
in B(5). References in Section III. Question 4
of Form 301 to "station" and to "the purchase
or construction of the station" will be under-
stood to refer to the local subscription television
operation. Applicants need not resubmit infor-
mation already on file with the Commission,
t In the case of equipment manufacturers, the
name and address will suffice, except where the
information specified under B(5) is required for
such manufacturers under B(5)(c), (d) or (e).
Page 84 • October 21, 1957
above. Such agreements must:
(1) State, in full detail, all the under-
takings and understandings between the*
applicant and such other persons which will
govern the conduct of all aspects of the
proposed subscription television operation.
(2) Contain the provisions required
by paragraphs 74, 75, 77, 78, 79, 86 and 87
hereof [non-exclusivity, licensee responsibil-
ity, uniform charges, reports], and provide
that participation in the operation by the
station licensee is conditional on compliance
therewith by the other contracting party or
parties.
(3) Provide that no amendments
thereto shall take effect until they have been
filed with the Federal Communications Com-
mission.
D. If the performance of any of the
functions listed under B(5), above, by the
person with whom applicant enters into an
operating agreement, is the subject of any
contract, agreement or understanding be-
tween such person and any third person,
applications filed hereunder must be ac-
companied by copies of such contracts,
agreements or understandings.
Appeals Court Faces
Heavy Radio -Tv Docket
Does the FCC have the right to permit
temporary operation on a tv channel while
a battle is being fought among competitive
applicants for that frequency?
Does an electronics manufacturer — who
makes radio and tv sets — have the right to
protest the license renewal of radio-tv sta-
tions in its community owned by a rival
manufacturer?
Is the FCC legally correct in promulgat-
ing its judgment that it does not have the
power to consider the economic impact of
a new station on an existing station?
Will the FCC's tv grants stick in Miami,
Indianapolis, Boston and other cities?
Can the FCC rightfully take away vhf
channels from stations in Evansville, Peoria,
Springfield, 111., and other cities?
These among other questions very, likely
will be answered this court year. They are
among the more than 35 radio-tv cases
pending decision in the U. S. Court of
Appeals for the District of Columbia. There
are two cases in other circuits. The Washing-
ton, D. C, fall term began three weeks ago.
Pending judicial determination are two
appeals against the Commission's authority
permitting uhf stations to operate on newly-
assigned vhf channels pending the outcome
of comparative hearings for the vhf channels.
One is in St. Louis, where the former ch.
36 KTVI (TV) is now operating on ch. 2
(moved to St. Louis from Springfield, 111.).
The other is in Albany, N. Y., where ch.
41 WCDA (TV) has been given permission
to operate on ch. 10 Vail Mills, N. Y. (a
suburb of Albany).
The St. Louis operation has been attacked
by Louisiana Purchase Co., applicant for
St. Louis' ch. 2. The Albany grant has been
under fire by WVET-TV Rochester, N. Y.,
an applicant for Albany's ch. 10.
A similar case — with a slight differ-
ence— is in New Orleans where ch. 20
WJMR-TV that city is operating under an
experimental grant simultaneously on ch. 12.
This has been attacked by co-channel ch.
12 WJTV (TV) Jackson, Miss., and by
KWTV (TV) Oklahoma City. WJTV claims
the Commission cannot compromise its rule,
which requires that co-channel transmitters
must be at least 190 miles away. The
WJMR-TV transmitter is less than 190 miles
from the WJTV transmitter. KWTV is an
applicant for the new New Orleans vhf
channel.
Several months ago Philco Corp., Phila-
delphia, asked the FCC to set for hearing the
applications of WRCV-AM-TV that city for
license renewals. Philco claimed the NBC-
owned stations constitute unfair competition
since they represent RCA (which owns NBC)
to the Philadelphia audience. The FCC dis-
missed the petition on the ground that Philco
has no standing to object.
Earlier this year, the Commission stated
that it does not have the statutory power to
consider economic impact on competition in
deciding whether or not to grant or deny an
application. This was the Southeastern
Broadcasting Co. case, which was appealed
but then withdrawn. Before this declaration
the Commission had assumed it had this
legal power but had always decided against
using it. In court is the appeal of WLBB
Carrollton, Ga., against the grant of a new
radio station in Bremen, Ga. (now WWCC)
on these grounds.
There are 10 appeals seeking to upset new
tv grants. These include:
Knoxville, Tenn., ch. 10; Norfolk, Va.,
ch. 10; Miami, Fla., ch. 10; Boston, Mass.,
ch. 5; Orlando, Fla., ch. 9, Indianapolis,
Ind., ch. 13; New Orleans, La., ch. 4; Biloxi,
Miss., ch. 13; Charlotte, N. C, ch 9. Also on
appeal is the grant made for ch. 2 in Spring-
field, 111., but this has been held in abeyance
until the companion deintermixture appeal
is decided.
Among the deintermixture cases are the
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 1
Beaumont, Tex., ch. 6 (9-30-57).
AWAITING ORAL ARGUMENT: 8
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Cheboy-
gan, Mich., ch. 4 (6-21-57); Buffalo, N. Y.,
ch. 7 (9-13-57); Lubbock, Tex., ch. 5
(9-9-57); Mayaguez, P. R., ch. 3.
IN HEARING: 7
Alliance, Neb., ch. 13 (6-6-57); Greenwood,
Miss., ch. 6; Elk City, Okla.. ch. 8; Ogden,
Utah, ch. 9 (7-3-57); Baton Rouge, La.,
ch. 18 (7-11-57); Elko, Nev., ch. 10 (7-11-
57); Beaumont-Port Arthur, Tex., ch. 12.
IN COURT: 10
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Portsmouth, Va., ch. 10; Miami, ch. 10;
Knoxville, Tenn., ch. 10; Boston, ch. 5;
Springfield, 111., ch. 2; Charlotte, N. C, ch.
9; Biloxi, Miss., ch. 13; New Orleans, La.,
ch. 4; Orlando, Fla., ch. 9; Indianapolis.
Ind., ch. 13.
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Broadcasting
October 21, 1957
Page 85
GOVERNMENT continued
following, in addition to the Springfield case:
Peoria, 111., ch. 8; Hatfield, Ind., ch. 9;
Hartford, Conn., ch. 3 and Madison, Wis.,
ch. 3. The two last-named are under attack
because the FCC did not remove these vhf
channels; the first two because the Com-
mission did move them away.
There are a number of other cases, the
senior in point of time is the appeal against
the Commission's approval for WSPA-TV
Spartanburg, S. C, to move its ch. 9 trans-
mitter from Hogback Mt. to Paris Mt. This
has been under attack by WGVL (TV)
Greenville and WAIM-TV Anderson, both
South Carolina, both uhf outlets, since Jan-
uary 1954.
CONTEMPT QUESTION
RAISED ON 3 FRONTS
• Broadcast newsmen in two cases
• Torre won't name CBS source
The legal riddle of the journalistic ages- —
When is a newsman in contempt of court?
— arose in three separate spots last week but
no development at the weekend had pro-
vided anything resembling an answer.
Broadcast newsmen in Miami, Fla., and
La Porte, Ind., became involved in tussles
with the bench. A New York newspaper
reporter is embroiled in judicial troubles in-
volving quotations said to have been made
by a CBS official.
At Miami, Judge Stanley Milledge, of
Dade County Circuit Court, tried to extend
Canon 35 of the American Bar Assn. into
the courthouse corridor Tuesday afternoon.
The canon deems it unethical to allow radio-
tv reporting in court trials.
Bob Brumfield, WTVJ (TV) Miami cam-
eraman, joined newspaper photographers in
an effort to photograph Judge Milledge in
the courthouse corridor after the judge had
jailed an attorney on a contempt charge.
Mr. Brumfield, along with two newspaper
photographers, was held in custody an hour
but clung to his film. Ralph Renick, WTVJ
news director, ran the film at 6:15 p.m., an-
nouncing he would take full responsibility
for any action by the court. By that time,
however, Judge Milledge had authorized use
of the film. Mr. Renick topped the telecast
with an editorial criticizing the canon.
Jean LaGrange, newscaster of WLOI La
Porte, Ind., was cited Wednesday for direct
criminal contempt of court after a murder
trial was adjudged a mistrial because of his
broadcast with the accused. Mr. LaGrange
was in jail two hours before $1,000 bail was
raised. A hearing on the contempt charge is
scheduled today (Monday).
A transcript of Mr. LaGrange's newscast,
read in court, quoted him as saying attorneys
and the court were guilty of unethical prac-
tices in offering the accused a chance to
plead guilty to a manslaughter charge. The
accused, who had gone through three pre-
vious no-decision trials, was quoted as saying
his attorneys had sent him a letter suggesting
he might receive a suspended sentence if he
pleaded guilty to manslaughter. He also said
he wanted to be vindicated by a jury of a
killing charge in 1949.
Mr. LaGrange, a representative in the
FCBA WINNERS
At the annual Federal Communica-
tions Bar Assn. outing last week at
the Congressional Country Club the
following were among the winners of
athletic events:
Golf: low gross winner, Robert
Rawson, chief, FCC Hearing Division,
with 80; second place, Hollis Seavey,
director, Clear Channel Broadcasting
Service, with 81; tied for third with
82 were Russell Eagen, Washington
attorney, and Charles Gowdy, who
was legal assistant to former FCC
Chairman McConnaughey. Low net
winners were Comr. Robert E. Lee,
with 71; Ted Noyes with 72, and
Harold Cohen, attorney, and H. E.
Barber, Comr. Mack's legal assistant,
each with 73. Hole-in-one winner,
whose drive came within six feet of
the pin, was Paul Dobin, attorney.
Newton Haverstock won the driving
contest.
Tennis: Ed Kenehan, attorney, and
Ed DeGray, first prize; Ben Fisher,
attorney, and Bob L'Heureux, attor-
ney, second prize.
In softball the FCC team, led by
Wally Johnson, defeated the FCBA
team under Vincent Pepper, 7-4, thus
retaining the softball trophy for an-
other year. FCBA has won three out
of the five annual games played so
far.
1955 Indiana Legislature, described the con-
tempt citation as "a far-reaching thing. It
involves freedom of the press. Newsmen
should be allowed to interpret the news for
their readers and listeners."
In New York, Marie Torre, radio-tv
columnist for the Herald-Tribune, refused
to name the CBS executive she had quoted
in a column dealing with Judy Garland. She
had been called to testify in a pre-trial ex-
amination bearing on a suit brought against
CBS by Miss Garland, who charged CBS
authorized publication of false and defam-
atory matter. Federal Judge Sylvester Ryan
warned Miss Torre her refusal to testify
may force him to sentence her to 30 days in
prison. This would pave the way for a ruling
by the U. S. Supreme Court on the question
of a reporter's right to withhold news
sources.
Smith Withdraws Opposition,
Clearing Way for WGMS Sale
Opposition of minority stockholder Lawr-
rence M. C. Smith to the $400,000 sale of
WGM S-AM-FM Washington, D. C, to
RKO Teleradio Pictures Inc. has been with-
drawn the buyer informed the FCC last
week. Although no details of Mr. Smith's
action were divulged, it was learned that
he sold his 16%% interest in WGMS Inc.
back to that corporation last week and thus
withdrew his standing as a stockholder in
the selling company.
FCC approval of the transfer — which was
initiated in April 1956 — is expected to be
forthcoming soon. Last April an FCC hear-
ing examiner recommended that the trans-
fer be approved. This followed a protest by
Mr. Smith and a Washington group known
as Friends of Good Music. Oral argument
before the FCC was scheduled to take place
today (Monday). Friends of Good Music
had already informed the Commission it
was not planning to continue its opposition.
The Commission originally approved the
sale, but its return to the sellers was di-
rected by court order pending the outcome
of the protest proceeding.
RKO Teleradio also announced that it
has decided to continue the WGMS good
music schedule interspersed with MBS news-
casts. And, the prospective new owner an-
nounced, M. Robert Rogers, general man-
ager of the stations for the last 10 years,
will continue in charge. WGMS was founded
in 1947 and operates on 570 kc with 5 kw
daytime and 1 kw night.
Other sales announced last week:
KOWB Laramie, Wyo. (250 w on 1340
kc, MBS), was sold by Richard P. McKee to
John Hunter and Richard K. Power for
$108,000. Sales price includes 11-station
KOWBoy Sports Network in Wyoming.
Messrs. Hunter and Power own WAVN
Stillwater and WCMP Pine City, both Min-
nesota. Mr. McKee bought KOWB last May
for $75,000. He has bought WMOU-AM-
FM Berlin and WJWG Conway, both New
Hampshire, from John W. Guider for $165,-
000. Lynn Smith, KOWB general manager,
will accompany Mr. McKee to New Hamp-
shire where he will serve as coordinator of
the stations.
WKEN Dover, Del., was sold by Jason
Pate to James Olin Tice interests for $35,-
000. Mr. Tice owns WMYB Myrtle Beach,
WBLR Batesburg and WJOT Lake City,
S. C. WKEN is a 500 w daytimer on 1600
kc. Mr. Pate continues to own WASA Havre
de Grace, Md.
Broker in both transactions was Allen
Kander & Co.
Roanoke Broadcasting Group
Purchases WRKE for $75,000
Among the four station sales approved by
the FCC last week was WRKE Roanoke,
Va., which was sold by Elmore D. and Reba
F. Heins to Bertram and Allan Roberts.
Sherwood J. Tarlow and Joseph Kruger for
$75,000.
The group does business as Roanoke
Broadcasting Co. and has interests in
WARE Ware and WHIL Medford, Mass.,
and WGUY Bangor and WLOB Portland,
Me. Comr. Robert T. Bartley voted for a
McFarland letter which would require the
station to show cause why it should not sub-
mit the sale to a hearing.
Norman M. Glenn received approval for
the sale of WCHI Chillicothe, Ohio, to
Joseph H. and Agnes I. McGillvra, doing
business as Chillicothe Broadcasting Co.,
for $78,450. Mr. McGillvra, a former sta-
tion representative, also has an interest in
WBIW Bedford, Ind.
KLIL Estherville, Iowa, was sold to Jack
W. Turnbull for $15,000. The construction
permit of KBCL Bossier City, La., was sold
to Thomas A. DeClouet, president of Bos-
sier Broadcasting Service Inc., for $3,594.
Page 86 • October 21, 1957
Broadcasting
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2. Send an account executive a copy of the book
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4. Take off for a football weekend without a
portable.
5. Refuse to work overtime again until you have
had five consecutive nights off.
6. Use WMT to reach Eastern Iowa. National
reps: The Katz Agency.
*// you ever started.
GOVERNMENT continued
FIVE FCC MEMBERS LIST SUBJECTS
THEY'D LIKE MOULDER TO COVER
• All hope Congress will clarify intent on Communications Act
• Hyde, Ford withhold opinions; other commissioners speak up
Although members of the FCC wear fur-
rowed brows when they talk about the
Moulder committee investigation (sched-
uled to get underway in January), the
creases in their foreheads are not there
solely because of dread anticipation.
Most commissioners have views on what
the committee can accomplish in squaring
their activities with the facts of regulatory
life. All of them have been giving much
thought to these subjects (therefore the
furrows), and they hope that out of the
forthcoming inquiry may come some bene-
ficial results.
To determine what the commissioners
would prefer to have the Moulder commit-
tee look into, Broadcasting interviewed all
the commissioners. Each had certain ideas,
although some were more extensive in their
outlines than others. New Comr. Frederick
W. Ford excused himself from expressing
any opinion at this time. Comr. Rosel H.
Hyde agreed he had a number of things on
his mind but felt that he should not discuss
them all at present.
Basic attitude of the five commissioners
is the hope that Congress will clarify the
intent of the Communications Act and its
amendments so that the FCC knows ex-
actly what is meant.
For example, it is no secret that there are
a number of commissioners who believe
that the no censorship provision of the
Communications Act (Sec. 326) means that
the Commission should have nothing at all
to do about programming.
But, there are others who feel, just as
strongly, that the public interest, conven-
ience and necessity clause of the Act (Sec.
307[a]) impels the Commission to look at
programming.
It is this sort of conflict in interpretation
that virtually all commissioners agree should
be clarified by an expression of Congres-
sional intent.
Here is a composite of the views of the
five commissioners:
• Protest rule (Sec. 309[a]). All the com-
missioners favor another Congressional look
at this 1952 amendment to the Act. This sec-
tion permits interested parties to file pro-
tests against grants made without a hearing.
In too many instances, they feel, this pro-
vision has been abused. The law should be
changed, it is felt, to give the Commission
more discretion in establishing standing to
protest and also the issues to be heard. It is
felt that court interpretations have incor-
rectly opened the door for these abuses.
• Economics. Congress should tell the
FCC once and for all whether or not the
competitive impact of a new station on an
existing station should play a part in FCC
deliberations. Only last March the Commis-
sion ruled that it had no power to take
economic injury into account. Two commis-
sioners, however, voted against this view.
Page 88 • October 21, 1957
They were Comrs. Hyde and Robert T.
Bartley.
• Separation of functions. Virtually
every commissioner couples this section of
the Communications Act, also a 1952
amendment, with the word "ridiculous."
The strict construction of this clause is an
untenable position for the commissioners,
it is felt. They cannot, some note, even ask
their own general counsel for legal advice
in an adversary proceeding. Several point
out they may not even talk to examiners
about legal or procedural problems in an
attempt to speed up proceedings. One com-
missioner referred to the "exalted" position
of examiners; another made the point that
examiners can almost "make" a case for one
applicant or another by the way they rule on
procedural points and evidence.
• Multiple ownership. Without specify-
ing what they think should be the answer,
four commissioners feel that some expres-
sion from Congress on what constitutes
monopoly would be helpful. In some views,
this is part of the larger, economic picture.
It is coupled with the antitrust question by
many of the commissioners and with the
diversification issue by others.
• Procedures. Here three commissioners
feel that some of the requirements of due
process tend to add red tape and delay the
expeditious handling of applications. One
commissioner expresses the thought that
"too much due process" is the reason for
the Commission's slow-moving activity, par-
ticularly in comparative cases.
• Station sales. As of now the Commis-
sion has no alternative but to approve an
application for the sale of a station if the
buyer meets statutory qualifications. Three
commissioners feel, however, that there
ought to be some criteria on which to
judge whether or not the transfers are in
the public interest. There should be some
way by which the FCC can control who
the new owners are, one commissioner
states. Another thinks there should be no
limitation on the right to sell, but some
sort of hearing might be required to insure
some measure of local identity.
• Spectrum jurisdiction. Two commis-
sioners feel strongly that Congress should
give primary concern to the question of the
spectrum. Under the Communications Act,
the President allocates the radio spectrum
between government and non-government
use. The FCC administers only that portion
of the spectrum assigned to private use.
While none expresses opposition to the idea
of the President having supreme authority,
it is considered an unworkable conflict that
there is no single agency, or head, which ex-
ercises overall control.
• Common carrier. Two commissioners
are exceedingly articulate on the question of
the Commission's policies regarding the use
of common carrier facilities as against the
mounting demands by private users to build
and operate their own microwave systems.
These are the major facets of the Com-
mission's thinking about what Congress
can do to clarify and interpret — and, if
need be, change the Communications Act
through legislation.
Some of the commissioners are explicit
and articulate. Chairman John C. Doerfer
thinks there are two primary questions
which have to be settled by Congress. The
first is the question of administrative
finality. The other is program review.
The chairman called attention to the
number of tv cases which have been made
final by the Commission only to be re-
opened either by virtue of the provisions
permitting petitions for reconsideration or
by court order. It is the chairman's view
that only if new evidence is noted or some
significant oversight in the order or in the
procedure is found should a final order be
reconsidered. No court should be allowed
to force the FCC to take into account a
stockholder death or a stock transfer, after
the final Commission action, Mr. Doerfer
declared.
The "no censorship" provisions of the
Communications Act are hard to reconcile
with the Commission's practice requiring
a program review at renewal time, Mr.
Doerfer feels. Stations should be required
to maintain a log, Mr. Doerfer said, so that
there is some record if a complaint is made
or if a new application is made for the
same facility — in the latter the program
performance of an existing station might
be weighed against the program proposals
of the applicant, he points out.
This is tied up, in the chairman's mind,
with the license renewal terms.
He still feels — as he has publicly stated —
that licenses should be for an indeterminate
term. Thus, he reasons, the program fare
of an existing station would be of no con-
sideration except when an application is
made for the facility or if the Commission
finds that a review of the station's steward-
ship is required.
Close to Mr. Doerfer's heart is his vigor-
ous belief that economics should play no
part in the FCC's considerations. The Act,
he points out, specifically states that broad-
casting is not a common carrier service;
therefore, he feels it is strictly private
enterprise. He agrees, however, that there
have been calls for economic protection. In
fact, the courts have injected economics by
making this one of the standards on which
anyone — "newspaper or housewife," Mr.
Doerfer holds — can file a protest and be
assured of a hearing which serves no pur-
pose but to delay a broadcast service to the
public. In this sense, Mr. Doerfer is also
eager to have Sec. 309(c) repealed or at
least revised.
Mr. Doerfer has an explicit program for
straightening out the spectrum utilization
problem. This is to have one authority (an
agency like the Atomic Energy Commis-
sion) which would provide for both govern-
ment and private use of the crowded
spectrum. The President should still have
the final power, Mr. Doerfer feels, but the
present divided authority is not an efficient
Broadcasting
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Rep. George P. Hollingbery Company
Broadcasting
October 21, 1957 • Page 89
GOVERNMENT continued
means of administering this valuable re-
source.
Comr. T. A. M. Craven, twice a com-
missioner, formerly chief engineer of the
FCC and for 12 years a private consulting
engineer, obviously has given much thought
to these questions. He is direct and specific
about what he would like Congress to
explain.
Basically, Comr. Craven feels broadcast-
ing should be utterly free of any com-
petitive restraints. This requires, he feels,
that Congress specify clearly that the Com-
mission must not take into account anything
remotely resembling the economic impact
of one station on another. This also re-
quires, he asserts, that the protest rule
must be revised. It also involves such other
problems as mutiple ownership limitations,
diversification and allied policies, he feels.
Another section Mr. Craven feels Con-
gress should explore — and set down guide-
lines for the Commission — is the antitrust
policy. Some elements in broadcasting and
in Congress have pressed the Commission
to take into account antitrust charges against
applicants — even though these have never
been litigated. If Congress feels the Commis-
sion should take these into account, it should
set out criteria — or direct the FCC to pass
this question and let the Department of
Justice and the courts handle it.
Mr. Craven feels that the provision
prohibiting censorship of programs should
be construed literally. If Congress has other
ideas, it should tell the Commission so, di-
rectly and unequivocally.
Another serious consideration in Comr.
Craven's mind is whether Congress agrees
or disagrees with the long-time FCC policy
to use wire where possible instead of the
radio spectrum, and to use common carrier
facilities where possible instead of privately
owned facilities. Big business is now using
radio as an important tool in operations,
he points out, and it is imperative that
Congress express itself on policy here. Does
Congress want to maintain the common
carrier principle — "service to the entire
public both in congested and non-congested
areas," or does it want to "stimulate com-
petition against the common carrier serv-
ices with private systems?"
Comr. Robert T. Bartley is another who
has given serious thought to Commission
policies and desires to see Congress tell the
Commission whether or not it is following
the intent of the law in its practices.
Comr. Bartley feels that it is necessary
for Congress to "reconfirm" what it in-
tended when it specified that broadcasting
is not a common carrier. This does not
mean, according to Comr. Bartley, that Con-
gress meant that broadcasting was to be
completely free and untrammelled.
Over the past few years, Mr. Bartley, a
former broadcast executive and at one time
an FCC official, has made it plain that a
particular concern of has is the buying and
selling of broadcast properties. He has al-
most invariably voted (mostly alone) in urg-
ing a hearing where a broadcast station was
being sold to a major broadcast or non-
broadcast entity. He is not against such
sales, he hastens to add, but he strongly
feels that there ought to be more on the
record of these transfers.
Related to this in the Texas commis-
sioner's mind is the question of how many
stations one person or company may own.
He has no set position on this, he explains,
but he thinks it is a subject to which Con-
gress might address itself and tell the FCC
exactly what its feelings are.
And, Comr. Bartley feels, Congress must
set up once and for all exactly what the
FCC should do on the economics issue.
Should the Commission consider this, or
should it wash its hands of the whole thing?
An expression of Congressional intent
would be "damned" helpful, Comr. Robert
E. Lee feels, particularly in such areas as
station sales and the Commission's common
carrier, and safety and special services.
The whole question of station sales and
the Commission's jurisdiction should be ex-
plored, Mr. Lee feels. Not that there should
be any prohibition, but there should be
some way for the FCC to retain discretion
in the choice of new owners, Mr. Lee feels.
The special House Legislative Oversight
(Moulder) Subcommittee last week beat
down all but one objection by the Civil
Aeronautics Board to Congress' absolute
right to see virtually anything it wants in an
independent agency's files.
The showdown came last Thursday after-
noon during a SVi-hour public hearing at
the Capitol — and constituted a virtual vic-
tory for the congressional unit.
The impact almost certainly will affect
the committee's relations with the FCC —
although the FCC has taken no stand in op-
position to the subcommittee's requests.
Left unresolved — but apparently acced-
ing to CAB Chairman James R. Durfee's
position — is the question of the sanctity of
a commissioner's private papers — especially
as they relate to how he has voted on cases.
Mr. Durfee was the sole witness at the
jam-packed "show cause" hearing by Rep.
Morgan M. Moulder (D-Mo.) and his sub-
committee. The House group was established
as part of the House Commerce Committee
to look into independent agencies— includ-
ing the FCC, CAB, Federal Trade Commis-
sion, Securities & Exchange Commission,
Federal Power Commission and Interstate
Commerce Commission. It is operating with
a $250,000 budget.
During Thursday's session, Mr. Durfee
informed the committee that the White
House had directed him to relinquish all
information requested by the subcommittee
concerning CAB dealings with the President.
The CAB earlier had taken the position that
its relations with the President were beyond
the reach of the House unit.
It also was brought out that the CAB
would turn over to the subcommittee all
correspondence and documents from other
agencies and government departments and
from senators and congressmen, even though
the writer of the letter or memorandum
might object.
The CAB also agreed to let the subcom-
Perhaps, he hazarded, there might be a
way in which a hearing might be required
and criteria established which would ensure
some sort of local control — whether in
management or in ownership.
He also feels the Commission's work in
the common carrier, and safety and special
services field is inclined to get lost in the
glamor of broadcasting. Congress can help
a lot by looking into this, he says.
Comr. Richard A. Mack expresses the
hope that Congress might look into FCC
procedures, with the view to eliminating
those which are being "used" to delay serv-
ice. He also feels that an inquiry into sta-
tion sales would be a good thing; Congress,
he ventures, might spell out some require-
ments which would make its intentions
more clear in this area. In Florida, he notes,
the statute on intrastate carriers provides
a list of standards to be met in mergers;
when a merger is submitted to the state's
Public Service Commission and it meets
these requirements, a grant is automatic;
if not, the merger is denied.
mittee have staff memoranda and other notes
which up to now have been considered
sacrosanct and not for public view.
In the case of classified documents, it was
agreed the subcommittee would use its in-
fluence with the agency which instituted the
security stamp to reduce or eliminate the
classification.
The privilege of maintaining the privacy
of a commissioner's own papers was main-
tained by Mr. Durfee through most of the
lengthy hearing. His point was that, like a
judge, the processes by which a commis-
sioner arrives at a decision on a case should
not be exposed to outsiders. This should
apply also, he stressed, to data and docur
ments submitted to a commissioner by his
personal assistant.
The subcommittee did not press this point.
Only five members of the nine-man sub-
committee were present at last week's open
hearing. They were Reps. Morgan M.
Moulder (D-Mo.), chairman; John E. Moss
(D-Calif.), Joseph P. O'Hara (R-Minn.),
Robert Hale (R-Maine) and John W. Hesel-
ton (R-Mass.). They were joined by Dr.
Bernard Schwartz, chief counsel-staff direc-
tor.
The hearing was called when the CAB
announced it would withhold certain infor-
mation from the committee [At Deadline,
Oct. 7]. This sparked a charge by Mr.
Moulder that the CAB was attempting to
dictate what the committee could see. He
also claimed the chairmen of all independ-
ent agencies had agreed at a luncheon to
hamstring the committee's investigators.
At last week's hearing, Mr. Durfee ad-
mitted the chairmen of six agencies (CAB,
FCC, SEC, ICC, FPC and FTC) had lunched
together at the University Club in Washing-
ton Sept. 26 — but had come to no agreement
or "compact." They had discussed "common
problems" relating to the subcommittee's
requests, Mr. Durfee said.
Last week's hearing began with a state-
CAB BOWS TO MOULDER POSITION
Page 90 • October 21, 1957
Broadcasting
lliflf llf
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Oklahomans rely on WKY-TV's fast, accurate,
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WKY-TV has earned a degree of loyalty almost
unbelievable to anyone who has not been to Okla-
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and share-of-audience story that will convince you
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smm. m
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ISi
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OKLAHOMA CITY
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WTVT TAMPA -ST. PETERSBURG
WSFA-TY MONTGOMERY
Represented by the Katz Agency
Broadcasting
October 21, 1957 • Page 91
GOVERNMENT continued
THINKING AHEAD?
Rep. John E. Moss (D-Calif.), mem-
ber of the Committee on Legislative
Oversight, must be "loaded for bear"
as far as FCC Chairman John C.
Doerfer is concerned. At least three
times during the early stages of last
Thursday's Moulder Committee hear-
ing he addressed CAB Chairman
James R. Durfee as "Mr. Doerfer."
He apologized when the error was
brought to his attention.
ment read by Mr. Durfee which justified the
procedures established at the CAB for
handling requests for information from com-
mittee investigators.
Key to the controversy, Mr. Durfee stated,
was Dr. Schwartz' demand for "unlimited
access to all files, documents or communi-
cations." Mr. Durfee also alleged Mr.
Schwartz threatened him personally.
In reciting what the CAB finally decided
to produce for the subcommittee, Mr. Dur-
fee said this accounted for "99 and
44/100%" of all its data.
Mr. Durfee's earlier position regarding
the sanctity of much of the CAB files was
rebutted by Dr. Schwartz, who submitted
a "memorandum of law" upholding the right
of congressional committees to virtually any-
thing they desire from other agencies of
the government. He referred to "historic"
rulings going back to early English law.
He suggested that congressional committees
are in the same class as grand juries or earlier
"grand inquests." Dr. Schwartz is a profes-
sor of comparative law at New York U. and
a reputed expert on administrative law.
Taking up the cudgels for Dr. Schwartz'
position were Rep. Moss and Rep. Moulder.
Siding with Mr. Durfee were the Republican
members of the committee, Reps. O'Hara,
Hale and Heselton.
FCC Requests Conference
On Moulder Committee Letter
The FCC has asked the Moulder sub-
committee for a conference regarding the
committee's letter to commissioners seeking
information on "honorariums, gifts, fees"
and other benefits they may have received
from companies or individuals in the in-
dustries they are supposed to regulate
[Government, Oct. 14].
This was disclosed last week by Rep.
Morgan E. Moulder (D-Mo.), chairman of
the House Commerce subcommittee. The
FCC, Mr. Moulder said, has written a joint
letter over the signature of Chairman John
C. Doerfer, stating that it was impossible to
make meaningful and complete answers to
the questions raised in the letters.
Not only present commissioners were
asked for this information, but similar letters
were sent to networks, it was ascertained.
The House subcommittee has received full
and detailed information from the Civil
Aeronautics Board, it was announced by
CAB Chairman James R. Durfee last Thurs-
day. He made the announcement during the
committee's hearing on its right to request
and receive virtually all information in the
agency's files.
Rep. John W. Heselton (R-Mass.), a mem-
ber of the subcommittee, reported that all
committee members were not apprised of
the decision to send out the letter. He at
first insisted that the letter and the answers
be made a part of the public record, but
withdrew the second part of the motion
when he was reminded that the committee
that morning had decided to hold the replies
in confidence.
The ire of Republican members was es-
pecially aroused at the questionnaire tech-
nique. At one point in last Thursday's hear-
ing, Rep. Heselton demanded that Dr. Ber-
nard Schwartz, the subcommittee's own
counsel, be placed on the witness stand un-
der oath. At another point, Rep. Joseph P.
O'Hara (R-Minn.) exclaimed that this was
"a lousy thing to do. Never before has any
congressional investigating group started out
by assuming that everybody is crooked."
Sen. Allott Says He Opposes
ASCAP 'Monopoly' in Music
Sen. Gordon Allott (R-Colo.) flatly op-
poses "the monopoly that ASCAP (Ameri-
can Society of Composers, Authors & Pub-
lishers) seeks in the field of music licens-
ing," he told the NARTB Region 7 meet-
ing at Denver Thursday evening (see
NARTB regional story, page 94).
"Composers, authors and publishers
should be free to choose which licensing
organization will represent them just as
broadcasters should be free from the dic-
tates of a music monopoly and the exorbi-
tant terms that such a monopoly would dic-
tate," he said.
Sen. Allott voiced hope the duties of
broadcasters will be spelled out more clearly
in the matter of equal time and favored a
waiver of the libel laws in matters of politi-
cal broadcasts "over which you exercise no
control."
He favored amendment of present laws
to relieve small radio and tv stations from
overtime provisions of the Fair Labor Stand-
ards Act on a par with small-market news-
papers.
If you are a radio-astronomer (student of
astral and planetary radio signals) and want
to conduct your celestial studies under the
most peaceful and serene circumstances,
Green Bank, W. Va., is the place, according
to the National Science Foundation, which
says the area is almost noiseless and prac-
tically free of man-made radiation.
The foundation has been looking all over
the country for the most suitable place for
radio-astronomists to practice their scien-
tific arts. Last week NSF held ground break-
ing ceremonies at Green Bank for the in-
stallation of a $4 million observatory.
There, under the auspices of Associated
Universities Inc., which is under contract
to the National Science Foundation, ob-
servers one day will be able to study radio
waves emanating from outer space.
Initial Decisions Favor Grants
Of Tvs in Puerto Rico, Oklahoma
FCC Hearing Examiner Hugh B. Hutch-
ison issued two initial decisions last week
looking toward grants to the Department of
Education of Puerto Rico for a new tv sta-
tion on commercial ch. 3 in Mayaguez and
to Southwest Broadcasting Co. for a new tv
station on ch. 8 in Elk City, Okla. In the
former case there was a denial of the com-
peting application of Sucesion Luis Pirallo-
Castellanos.
Mr. Hutchison noted in the Puerto Rican
case that "... the Department (of Educa-
tion) made a full evidentiary showing re-
specting its operation of WIPR (San Juan,
P. R.) over a period of six years [which]
clearly . . . has been meritorious and in the
public interest." In the Elk City case, the
competing application of Video Independent
Theatres Inc. was dismissed without prej-
udice on Sept. 9; Video received $900 as re-
imbursement for its out-of-pocket expenses.
Examiner Herbert Sharfman last week
issued an initial decision looking toward
granting North American Broadcasting Co.
a new am station (WMNI) on 920 kc with
500 w, in Columbus, Ohio. This decision
sets aside an Aug. 29 Memorandum Opinion
and Order which postponed the effective
date of the previous June 27 grant to North
American Broadcasting following a protest
by WBAA West Lafayette, Ind. This protest
subsequently was dismissed.
Tv Delays Evoke FCC Action
Further signs of FCC impatience with
broadcaster delays in building their tv sta-
tions were indicated last week when the
Commission wrote KBTM-TV Jonesboro
(satellite of KATV [TV] Pine Bluff, Ar-
kansas) asking that outlet to explain why
it should not lose its construction permit.
The permit was granted Jan. 12, 1955.
If KBTM-TV fails to apply for a formal
hearing on the matter within 20 days, it
will lose the permit.
KSLM-TV Salem, Ore., which secured
its construction permit Sept. 30, 1953, had
its extension request designated for a hear-
ing.
To maintain the almost utter absence of
man-made noise and radiation at Green
Bank, AU has asked the FCC to bar opera-
tion of any broadcast stations, except mo-
bile, within a 50-mile radius of the site.
AU also has asked the FCC to prevent any
tv operation on chs. 14, 53 and 54 within
a 150-mile radius of the radio-star gazing.
The use of these channels would interfere
with maximum reception of all-important
hydrogen waves which are transmitted to
Earth by "natural forces" in the stars and
planets themselves.
It appears that these hydrogen waves ra-
diate only on the space between 1,400-1,427
mc. This phenomena makes the band
uniquely reserved by nature for the scholars,
and they have asked the FCC for an ex-
clusive frequency assignment.
WHEREVER YOU GO THERE'S RADIO?
Page 92 • October 21, 1957
Broadcasting
FCC Readies Grant of Ch. 6
To KFDM-TV Beaumont, Texas
The FCC last week ordered its staff to
prepare documents granting the application
of KFDM-TV Beaumont, Tex., for ch. 6
there. But the FCC pointed out it reserves
its right "to reach a different result" before
issuing a formal decision.
At the same time, the FCC denied the
competing application of KRIC Beaumont
(Beaumont Enterprise and Journal), which
claimed that KFDM-TV's financial ar-
rangements with W. P. Hobby (KPRC-TV
Houston, Houston Post) had disqualified the
winning station [Government, Sept. 30].
FCC Denies KVIT (TV) Bid
To Move Transmitter Site
The FCC last week told KVIT (TV) Santa
Fe, N. M., that it could not grant without
a formal hearing KVIT's application to move
its transmitter site from 2.8 miles north-
west of that city to 14 miles northeast of
Albuquerque.
In view of the great distance contemplated
between the station and the proposed trans-
mitter site, the FCC said it is concerned
whether KVIT would be able to provide
Santa Fe with satisfactory service. Comrs.
T. A. M. Craven and Robert T. Bartley
approved KVIT's application.
Allen Appointed USIA Head,
Succeeding Arthur Larson
George V. Allen, career diplomat and
former ambassador to Iran, Yugoslavia,
Greece and other lands, will take a recess
appointment as head of the U. S. Informa-
tion Agency succeeding Arthur Larson who
was named a special assistant to President
Eisenhower for overseas propaganda.
Mr. Larson succeeded Theodore C.
Streibert, former board chairman of Mutual
Broadcasting System, in November 1956.
His appointment must be confirmed by
the Senate.
FCC Grants Two Ams, Two Fms
The FCC granted cp's for two am and
two fm stations last week.
Am grants were: Town & Country Broad-
casting Co., Remsen, N. Y., on 1480 kc, 1
kw day; and WJMC Inc., Hayward, Wis.,
on 910 kc, 1 w, day.
Fm grants were: Daniel Xavier Solo,
Oakland, Calif., for a Class B station on
98.1 mc, 1.2 kw; and Ray Lapica, Riverside,
Calif., for a Class A station on 92.7 mc,
690 w.
Court Refuses WLOF-TV
The U. S. Court of Appeals last week
refused to stop WESH-TV Daytona Beach,
Fla. (ch. 2), from moving its transmitter
24 miles closer to Orlando and from in-
creasing its erp from 1.26 to 100 kw visual
along with an antenna boost from 320 to
940 ft.
The attempts to move and hike power
had been protested by WLOF-TV Orlando.
While the FCC had agreed to listen to the
complaint, it nonetheless let its approval of
the modifications remain in effect while
the court pondered the case.
The Newest Look
in New Orleans TV
SEE YOUR KATZ REPRESENTATIVE
for MORE
MORE
NEW ORLEANS [ (3*1 j in the crescent city
Broadcasting
October 21, 1957 • Page 93
TRADE ASSNS.
BETTER REPORTING STRESSED
AT PORTLAND, DENVER REGIONALS
Broadcasters found their claims to new
dignity challenged last week as the prob-
lems of electronic journalism were discus-
sed at length by delegates and speakers at
two NARTB regional meetings. The meet-
ings were held Monday-Tuesday at Port-
land, Ore., and Thursday-Friday at Denver.
Final meetings of the NARTB autumn
series will be held this week (story, page
95).
At Portland, Oregon's Gov. Robert D.
Holmes charged that broadcasters, by and
large, are failing to do a good job of news
reporting (see page 138). His charges drew
prompt response from a panel discussion,
"New Dimensions of the Radio Newsroom,"
held following Gov. Holmes Monday lunch-
eon address.
Charles Herring, KING-AM-TV Seattle
news director, called for higher radio-tv
reporting standards and predicted broad-
casters will continue to gain more equality
with newspaper reporters.
The subject of news freedom came up
again Thursday and Friday at Denver.
Howard H. Bell, NARTB assistant to the
president, said broadcasters can only im-
prove their journalistic position by uniting
to secure equal footing with newspapers.
He lauded Denver area broadcasters for
their contribution to news access, recalling
how their campaign had led to a ruling by
the Colorado Supreme Court overruling
Canon 35 of the American Bar Assn., with
its ban on radio-tv court reporting, and
giving presiding judges the right to decide
if trials may be covered by camera and
microphone.
"News reporting is a profession and a
highly skilled one," Gov. Holmes stated at
Portland. "Radio and television cannot cir-
cumvent good reporting by simply subscrib-
ing to another wire service and then letting
a good or sometimes not-so-good announcer
read whatever strikes his fancy to the listen-
ing and viewing public."
Defending the present news job that
radio (at least at their own stations) is now
doing, the Portland radio panel members
reported a variety of methods for achiev-
ing that result. Richard Dunning, KHQ
Spokane, Wash., declared that radio news
has "no peer, no competition" because "we
can give the news as it happens." He
pointed out that this entails the responsibil-
ity to see that the radio news report is
"accurate, timely and honest." Echoing
Gov. Holmes, Mr. Dunning said that this job
calls for trained newsmen.
Jack Matranga, KGMS Sacramento,
Calif., reported that his station broadcasts
32 newscasts a day with the services of
only one staff newsman plus the AP radio
wire, the AP sports wire, an arrangement
with a morning newspaper for copies of its
local news stories and a new affiliation with
Don Lee-Mutual, made chiefly for access
to network news programs. KGMS is get-
ting a Volkswagen to use as a mobile unit
for further news coverage, Mr. Matranga
added.
Robert Forward, KMPC Los Angeles,
said "speed and mobility" are the keynote
of KMPC's news coverage. The station's
three mobile units provide fast on-the-spot
coverage of local news events, he said, not-
ing that one of them is kept in the field
at all times except the late night hours to
keep motorists informed of traffic condi-
tions. National and international news is
given fresh slants by beeper phone calls to
all parts of the globe, Mr. Forward said.
The fourth panel member, Richard
Eimers of Associated Press' Portland bu-
reau, said he has noticed an encouraging
trend in the city's radio news reporting in
recent years, adding, "Perhaps it's that you've
made room for professional newsmen on
your staffs." Good newsmen and good news
announcers are essential to a good local
news job, Mr. Eimers stated, warning that
"no news service can cover your home
town for you."
Richard M. Brown, KPOJ Portland, mod-
erated the Portland news panel. J. G.
Paltridge, KLX Oakland, Calif., was mod-
erator of another panel during the Monday
afternoon radio session, "Our Best Program
Idea."
Mel Bailey, KEX Portland, described a
key evening program, Portland P. M., com-
bining music and human interest; and con-
taining such segments as "City Beat,"
"While Portland Sleeps," "Night Life,"
"Back Stage" and others, as a program
with the essential ingredients of community
character and excitement, patterned to fit
the station's personality. By recording
Christmas music sung by college and high
school choruses and choirs and played by
school orchestras and bands, KITI Chehalis,
Wash., secured program material for Christ-
mas Day that won for the station a larger
audience than for ordinary days "and every
minute of it sponsored," Donald Whitman
reported.
A concept that a radio station is primarily
a salesman of cake mixes, gas ranges and
other articles purchased primarily by house-
wives led KBIG Avalon, Calif., at its in-
ception five years ago to adopt the policy
of middle-of-the-road musical program-
ming, Cliff Gill explained. By programming
the thousands of standard tunes thought to
appeal to housewives instead of the 10 or
20 most popular with teenagers, KBIG has
consistently ranked between fifth and eighth
in audience among the more than 25
Southern California radio stations, Mr. Gill
said, "and 91% of our listeners are adults,
with purchasing power." Business was good
locally but not nationally, he reported, with
KBIG's representative calling for a change
in program policy that would boost its
ratings. Instead, KBIG changed its repre-
sentative, and now its national sales are up
300%.
The growing importance of radio during
the evening as well as the daytime hours
was stressed Tuesday morning during a radio
session panel on "All Radio Time Is Good
Time." Lew Avery, Avery-Knodel, reported
in Portland that in the highly competitive
New York market radio sets-in-use figures
are up for nighttime as well as daytime
hours and said that the problem is to find
the kind of programming to attract those
evening listeners. Bill Shaw, KSFO San
Francisco, urged radio broadcasters to get
bonus rates for special evening program-
ming, pointing out that a buyer who is sold
on a new program idea will be scared away,
rather than attracted, if the pitch is closed
with a cut-rate offer.
Lee Bishop, KORE Eugene, Ore., dis-
cussed techniques for selling radio time to
Main Street merchants, main source of busi-
ness for small market broadcasters, and
urged stations to have "practical rate cards,
designed to meet the requirements of the
retailer schedulewise and ratewise." Rate
cards were also the theme of Art Moore
& Assoc., who reported the success achieved
by stations belonging to the Canadian Assn.
of Radio & Tv Broadcasters in Canada fol-
lowing the creation of a standard rate card
by that trade organization.
The employment of capable newsmen by
radio and tv stations also was urged by
Mr. Herring during the concluding session
of the Region 8 conference Tuesday after-
noon. Describing attempts by KING-AM-
TV to break down barriers erected against
camera and microphone, Mr. Herring pre-
dicted "continued progress on this prob-
lem in the coming five years."
The proposed audit tv circulation study
on which the tv board of NARTB will vote
in January was presented in Portland Tues-
day morning at a tv session by Thad H.
Brown Jr., vice president for television, and
Richard M. Allerton, research manager. The
consensus seemed to reflect an attitude of
watchful waiting rather than an immediate
action. Particular interest was expressed in
what the advertising agencies think of the
study and a pilot study of their reactions
was urged in advance of embarking on the
nationwide audit. Decision also was reserved
on the proposal to return the association's
name to its original NAB, but the attitude
here seemed favorable to the change.
Resolutions proposed at Portland by a
committee chairmanned by Mr. Gill, and
adopted by Region 8, expressed the position
that the FCC should not act on the question
of toll tv in the broadcast bands without
direction from Congress and urged the
senators and representatives from the five
western states to study the matter carefully
and to direct the Commission not to act
pending a policy determination by Congress.
The group also pledged to support efforts
by national and state organizations to re-
move restrictions against broadcast cover-
age of public proceedings; importuned the
FCC not to make any basic changes in
allocations until the completion of the TASO
study, and urged all Region 8 broadcasters
to assume responsibility for informing Con-
gress and the public of the true facts about
music licensing and the broadcasters.
Thomas C. Bostic, KIMA Yakima, Wash.,
representing Dist. 17 on the NARTB radio
board, was host director for the Portland
meeting which was open to both member
and non-member stations from Washington,
Page 94 • October 21, 1957
Broadcasting
ATTENDING a KCMO-AM-TV Kansas City reception during the NARTB Region 5
meeting were (1 to r) Payson Hall, Meredith Publishing Co., radio-tv division,
Des Moines, and member of the NARTB Tv board; C. L. Thomas, vice president
and general manager of KXOK St. Louis; Ben B. Sanders, president and general
manager, KICD Spencer, Iowa, and NARTB host director (Dist. 10); E. K. Harten-
bower, general manager of KCMO-AM-TV (Meredith station), and Todd Storz,
Storz Stations, Omaha.
Oregon, California, Nevada and Arizona
and had a registration of 224, a gain of 10%
over the 1956 Region 8 meeting in San
Francisco. Assisting Mr. Bostic were two
other radio directors: J. G. Paltridge, KLX
Oakland, Calif. (Dist. 15), and Robert O.
Reynolds, KMPC Los Angeles (Dist. 16),
and two tv directors: C. Howard Lane,
KOIN-TV Portland, Ore., and Harold P.
See, KRON-TV San Francisco.
Addressing the Denver luncheon Friday,
Robert E. Eastman, president of American
Broadcasting Network, said station and net-
work executives "spend far too little time"
inspecting radio as a product and noted
a station manager can become so person-
ally attached to talent, he loses his objectiv-
ity with respect to performance.
"It is desirable at both the network level
and the local level for certain individuals
to keep themselves removed from too fre-
quent contact with talent in order that they
may be effective in their listening, criticiz-
ing and improving," he said.
Pointing out that radio is a mass medium
with 138 million working sets, Mr. Eastman
stressed that programming "requires pro-
gramming with the broadest possible appeal."
Radio has multi-access to a variety of lo-
cations and is "beginning to gain some of
the stature it deserves among all media
because it is also 'ambiactive'," Mr. Eastman
observed.
"By ambiactive we mean that it is the only
single medium which can reach people
washing dishes, making beds, tending babies,
driving cars, getting a haircut or just sitting
on the beach."
Broadcasters should make "full capital"
of these characteristics, appealing to the
majority of people and seeking high stand-
ards of showmanship, and must promote
and exploit their product to encourage
greater listening, he emphasized, because of
the constant new crop of individuals enter-
ing the listening stage. Mr. Eastman felt
people must be "sold and re-sold" on what
broadcasters have to offer in the way of
entertainment and information. The appeal
must be right "for the time of day, the
people available and what we know most of
them are doing at the time."
Radio broadcasters should be sure their
salesmen have "full knowledge" of the prod-
uct, according to Mr. Eastman, since as a
salesman can't really sell effectively "unless
he can interpret the fundamental showman-
ship values of the programming."
He urged the radio industry to "devote
greater energies to improving our program-
product," and to remember the "continuous
necessity of selling showmanship rather than
statistics." As the values of products are
raised "with continuous and careful inspec-
tion and criticism," he concluded, a finer
radio broadcasting industry will result.
Broadcasters from seven mountain states
— -Colorado, New Mexico, Utah, Wyoming,
Idaho, Montana and Western South Dakota
— attended the Region 7 meeting at the
Brown Palace Hotel in Denver, with pre-
registration of about 135. Host director was
George C. Hatch, KALL Salt Lake City
and NARTB District 14 radio director.
Other directors are William C. Grove, KFBC
Cheyenne, Wyo., for radio, and James D.
Russell, KKTV (TV) Colorado Springs.
Among topics aired were independent
vs. affiliated radio stations; development of
radio news and selective program ideas at
local levels; radio's growth in the areas of
public service, advertising and civil defense;
pay tv, television allocations; the Television
Allocations Study Organization; the Tele-
vision Code, and channel assignments.
As in past regional meets, mountain state
broadcasters were sounded out on the pro-
posed all-industry tv circulation audit project
and the plan to change from NARTB back
to NAB after the first of the year.
Panelists on "Our Best Program Idea"
were John Schile, KGVO Missoula, Mont.;
Lee Fondren, KLZ Denver; John H.
Giguere, KCSJ Pueblo, Colo., and William
Shutte, KVOC Casper. News dimensions
were canvassed by John Henry, KOA Den-
ver; Rex Campbell, KSL Salt Lake City;
Cecil Heftel, KLIX Twin Falls, Idaho, and
Les Nichols, KLMN Denver.
The highlight of Friday morning's ses-
sions was a debate between William Grant,
president-general manager of KOA Denver
(NBC affiliate), and David M. Segal, presi-
dent of KOSI Aurora (Denver), independent
outlet.
Dallas, Memphis Meets
Wind Up NARTB Series
The final week of NARTB's annual series
of two-day regional meetings begins Tues-
day at Baker Hotel, Dallas, winding up Fri-
day at the Peabody Hotel, Memphis.
Sen. Ralph Yarborough (D-Tex.) will ad-
dress the Tuesday dinner at Dallas. Arthur
A. Smith, vice president of the First Na-
tional Bank, Dallas, will address the Wednes-
day luncheon on the subject, "A Look at
What's Ahead for Business."
Rep. Oren Harris (D-Ark.), chairman of
the House Interstate and Foreign Commerce
Committee, will speak at the Friday lunch-
eon in Memphis. Frank R. Ahlgren, editor
of the Memphis Commercial Appeal, will
speak at the Thursday dinner. His subject
will be "First, Look at the South."
NARTB President Harold E. Fellows will
address a joint NARTB-Kiwanis lunch at
Dallas Tuesday. His topic will be "Butter
on Your Watermelon." Two "bull sessions"
will be held at Dallas. Robert Schmidt,
KAYS Hays, Kan., will moderate a small-
market discussion. Gus Brandborg, KVOO
Tulsa, Okla., will direct the large-market
session.
An agency panel at Dallas Wednesday
will have as its topic, "What Agencies Want
From Radio Stations." Participating will be
Gene W. Dennis, Potts-Woodbury, Kansas
City; Larry DuPont, Tracy-Locke Co., Dal-
las; Monty Mann, Lowe Runkle Co., Okla-
homa City, and Jack Pitluk, Pitluk Adv.
Agency, San Antonio.
Panel discussions on programming, sales
and news will be held at Memphis. Taking
part in the program panel will be Frank
Gaither, WSB Atlanta; John W. Jacobs Jr.,
WDUN Gainesville, Ga.; Richard L. Bev-
ington, WBRC Birmingham, and Jack
Michael, WREC Memphis.
A radio sales discussion will include Fred
Berthelson, WTIX New Orleans; Robert E.
Evans, WELO Tupelo, Miss.; Harold Krel-
stein, WMPS Memphis, and Fred Watkins
Jr., KWKH Shreveport, La. The news panel
will include John Alexander, WFLA Tampa,
Fla.; John C. Cooper Jr., WJRD Tuscaloosa,
Ala.; Ted Rand, KDRS Paragould, Ark.,
and Stan Torgerson, WMC Memphis.
At Dallas, James A. Byron, WBAP-AM-
TV Fort Worth, and Bill Monroe, WDSU-
AM-TV New Orleans, will discuss broad-
casting's right to equal access in reporting
public proceedings.
Alex Keese, WFAA Dallas, will be
NARTB host director at the Dallas meeting.
At Memphis the host director will be F. C.
Sowell, WLAC Nashville.
Broadcasting
October 21, 1957 • Page 95
TRADE ASSNS. continued
AM ST Supplies TASO
With Vhf-Uhf Data
The first all-inclusive measurement of vhf
and uhf signals — of the Wilkes-Barre Pa.,
area — was turned over to the Television Al-
locations Study Organization last week by
the Assn. of Maximum Service Telecasters.
The printed material comprises 117 pages
and 62 maps. Accompanying this report is
over a quarter-mile of strip charts on which
the measurements were recorded. The 60-
day study covered field measurements of
WBRE-FM on 98.5 mc (uhf) and of WBRE-
TV on 559.75 mc (ch. 28) with receiving an-
tennas at 10 ft and 30 ft. above ground, and
with a mobile antenna 10 ft. above ground.
The measurements were made by AMST
mobile unit No. 2, which traveled more than
6,000 miles. The tests were taken on eight
radials with distances out to 30-87 miles.
Also included are some recordings of signal
intensities along arcs among these radials.
The information will be evaluated (it is at
present in raw form) by TASO Panel 4,
Propagation Data, and Panel 5, Analysis
and Theory. TASO was established at the
request of the FCC last year to analyze vhf
and uhf propagation and equipment. It is
supported by NARTB, AMST, Electronic
Industries Assn., Committee for Competitive
Tv (uhf group) and Joint Council on Educa-
tional Tv.
AMST was formed in mid- 1956 as an
organization of major telecasters, mostly
vhf. Its main program is the underwriting of
a series of signal intensity measurements,
for which it bought and equipped two mo-
bile units. In cooperation with the FCC, it
established techniques and standardized pro-
cedures earlier this year, using Norfolk, Va.,
and Harrisburg, Pa., as testing grounds. The
unit which completed the Wilkes-Barre tests
is now checking the Madison, Wis., area.
Unit No. 1 is just completing a measurement
of the Baton Rouge, La., area, after which
it will move to Fresno, Calif. AMST has
spent close to $100,000 making these tests.
TASO Progress 'Significant/
Town Tells Panel at AIEE Meet
"Significant progress" has been achieved
thus far by the Television Allocations Study
Organization, but "a great deal remains to
be accomplished," according to a report
delivered at the fall general meeting of the
American Institute of Electrical Engineers
in Chicago.
George R. Town, executive director of the
industry organization, noted "a large amount
of work remains to be done." He cited
wave propagation measurements still to be
made in many areas.
Since last February, when TASO held its
first panel coordinating committee meeting,
there have been 38 separate sessions and
questionnaires have been circulated to man-
ufacturers, broadcasters and tv servicemen
to gather needed data, Mr. Town reported.
He noted wave propagation measurements
and field performance surveys have been
conducted in some areas.
"A significant step forward has been
taken," Mr. Town claimed, "in the estab-
HOWARD HEAD (r), consulting engineer,
explains the meaning of a field intensity re-
cording strip to Lester Lindow, AMST
executive director (I) and Dr. George R.
Town, executive director of TASO (c).
Messrs. Lindow and Head officially turned
over to TASO the results of AMST's first
full-scale measurement of vhf and uhf sig-
nals in the Wilkes-Barre area.
lishment of standard methods for taking
field strength data at both uhf and vhf." He
alluded to studies of uhf boosters and trans-
lates in New England and of "unusual"
vhf wave propagation effects in Virginia.
Robert M. Bowie, research director of
Sylvania Electric Products Inc., chairman of
TASO Panel 5 (Analysis and Theory), told
the same tv and aural broadcasting session
Oct. 8 that "the performance of TASO
in its task of providing means for predict-
ing the coverage of a potential television
station will be bounded by the ability of an-
other panel (4) to predict propagation. The
other steps in the technical tasks of TASO
appear reasonably amenable to solution by
the exercise of established scientific and
engineering methods." Mr. Bowie's panel
will prepare a report on technical findings of
TASO for submission, after review and
approval, to the FCC.
Tv and aural broadcasting sessions Oct.
8, during the week-long meeting at the
Morrison Hotel, also featured talks and
papers on tv station coverage, color and
monochrome cathode ray tube tests, video
tape applications, performance of uhf and
vhf tv transmitting and receiving equipment
and measurement of tv field intensities.
Robert W. Galvin, president of Motorola
Inc., challenged engineers to become the
"taste-makers of American society during
the electronic-atomic era." He addressed the
opening session Monday. Dr. W. L. Everitt,
dean of the college of engineering, U. of
Illinois, was awarded AIEE's Medal in
Electrical Engineering Education.
The meeting was held concurrently (Oct.
7-9) with the 13th annual National Elec-
tronics Conference and exhibition at the
Hotel Sherman, sponsored by AIEE, Insti-
tute of Radio Engineers, Illinois Institute of
Technology, Northwestern U. and U. of
Illinois in cooperation with Electronic In-
dustries Assn.
Harold V. Gaskill, vice president of
Collins Radio Co., addressed the opening
NEC session, urging more basic research
in electronics.
Chicago Agenda Set
By Promotion Group
Plans for the two-day convention and
seminar of Broadcasters' Promotion Assn.,
to be held Nov. 1-2 at the Sheraton Hotel,
Chicago, were nearing completion last week.
Developed under the supervision of Dave
Partridge, BPA president and advertising-
sales promotion manager of Westinghouse
Broadcasting Co.. and Ell Henry, conven-
tion seminar chairman and director of
advertising and promotion for ABC's Central
Division, the plans call for five semi-
nar sessions in addition to luncheon and
business meetings and the annual banquet
on Friday night, Nov. 1. Elections will be
held at an afternoon meeting Nov. 2.
The convention will open Nov. 1 with an
8:45 a.m. business session, followed by a
seminar on "Trade Advertising" with Joe
Zimmerman of WLBR-TV Lebanon, Pa.,
as moderator and a panel of Theodore D.
Mandelston of Henry J. Kaufman & Assoc.,
Washington; Frank Brady, Ayleshire &
Cohen Adv., New York, and James Kiss,
WPEN Philadelphia. This seminar will be
followed by a question and answer session.
Speaker at the Nov. 1 lunch will be Ben
H. Wells, vice president and director of
sales and advertising for 7-Up Co., St. Louis,
who will discuss "Gearing Advertising to
Total Marketing."
The second seminar session, at 2 p.m.,
will deal with "Effective On-The-Air Pro-
motion." Gene Godt, WCCO-TV Minne-
apolis, will be moderator and the panel will
consist of William J. Kaland, WBC; Wil-
liam Walker, WFGA-TV Jacksonville, Fla.,
and Alice Koch, KMOX St. Louis. An-
other seminar, on "Sales Presentations —
How and When to Make Them," is sched-
uled at 4 p.m. with Charles A. Wilson of
WGN-AM-TV Chicago as moderator. Panel-
ists include Thomas B. March, WWCA
Gary, Ind.; Harry Wilbur, WBBM Chicago;
Richard Hodgeson, "Advertising Require-
ments," and perhaps one other member.
Annual cocktail party is slated at 6:30 and
the convention banquet at 7:30 with Howard
Miller, WIND Chicago disc jockey who also
is on NBC-TV and CBS Radio, as m.c. for
a program featuring leading radio, television
and recording talent.
Fourth seminar session, starting at 8:45
a.m. Nov. 2, will deal with "Merchandising
— The Red Ink Invader or a Bugaboo?"
Paul I. Woodland, WGAL-AM-TV Lan-
caster, Pa,, will be moderator and the panel
will include Bert Downing, KYW Cleveland;
Howard Meeks, WMAL-TV Washington;
Robert Kenny, WMT-TV Cedar Rapids, and
Keith Wilson WTTV (TV) Bloomington,
Ind.
Final seminar, at 10:30 a.m., will cover
"promotion cooperation with Agencies and
Syndicates," with John Hurlbut, WFBM-
AM-TV Indianapolis, representing the sta-
tion viewpoint and Clyde Clem, Bomar-
Lawrence, Atlanta, speaking for the agency-
syndicate side.
The Nov. 2 luncheon will wind up with
the seminar. A business session, including
election of officers, will follow at 1:30 p.m.
and a meeting of the BPA board will be held
Page 96 • October 21, 1957
Broadcasting
"Stella" Award Winners
s
for 1957
Presented by Northwest . . .
the nation's leading broadcasting school
Our tribute to those who have contributed
such outstanding efforts to
excellent television entertainment.
Northwest presents the "Stella" award
annually resulting from a poll taken
from thousands of students
in every state in the country. Who could
be better qualified to reflect the
popularity of these stars than people
from every walk of life?
Yet, these "Stella" awards represent
far more than popularity alone! The people
polled were all students of Television,
well versed in the requirements of
good television programming and astutely
critical. These stars and programs are
tops in popularity— outstanding even
in the constructively critical eyes of the
students of their own media.
It is with pride that we announce the
1957 "Stella" award winners and
salute them by presenting these annual
acknowledgements of achievements.
Playhouse 90
Best Hour or More
Dramatic Program
Alfred Hitchcock Theatre
Best Half-Hour
Dramatic Show
Dragnet
Best Personal
Dramatic Program
Father Knows Best
Best Family Situation Show
Cheyenne
Best Western Program
I Love Lucy
Best Situation Comedy Show
Red Skelton
Best Comedian
Perry Como Show
Best Variety Entertainment
Lawrence Welk Show
Best Musical Program
$64,000 Question
Best Quiz and
Audience Participation Show
Person to Person
Best Public Affairs Program
CBS World News Roundup
Best News-Special
Events Program
Disneyland
Best Children's Program
I've Got A Secret
Best Panel Program
Tennessee Ernie Ford
Best Daytime Show
Art Linkletter
Best Master of Ceremonies
Air Power
Best New TV Series
The "Stella"— depicting the Greek
masks of comedy and tragedy,
designed by Arvid Orbeck
and handcrafted in Sterling,
NORTHWEST SCHOOLS * RADIO & TILEVI
ION
PORTLAND, OREGON (home office)
1221 N. W. 21st Avenue
CA 3-7246
CHICAGO, ILLINOIS
540 N. Michigan Avenue
DE 7-3836
HOLLYWOOD, CALIFORNIA
1440 North Highland
HO 4-7822
Broadcasting
October 21, 1957 • Page 97
TRADE ASSNS. CONTINUED
UHF station operators in the Midwest met Oct. 10 at Peoria, 111., to discuss plans to
push legislation to remove the manufacturers' excise tax on all-wave tv sets.
The program was outlined by John W. English, chairman, and Wallace M.
Bradley, executive director of Committee for Competitive Television. Seated
(1 to r): Benjamin W. Huiskamp, WKOW-TV Madison, Wis.; Jack Hoskins, WICS
(TV) Springfield, 111.; Ben West, WTVP (TV) Decatur, 111.; Jack Feldman, WKOW-
TV. Back row, Messrs. Bradley, English and Hal Phillips, WTVH (TV) Peoria.
at 3 p.m. The board also will hold a pre-
convention dinner meeting Oct. 31.
Seminar portions of the convention are
open to all radio and tv station promotion
managers and other station personnel, upon
payment of a registration fee. BPA business
sessions are restricted to voting members.
Ohioans Vote to Make It OAB,
Following Similar NARTB Plan
Conforming to an industry trend, Ohio
Assn. of Radio & Television Broadcasters
has changed its name back to Ohio Assn. of
Broadcasters. Decision to make the shift
was announced Oct. 11 at the association's
meeting in Columbus. The step conforms
to a plan by NARTB to change its name
back to NAB (National Assn. of Broadcast-
ers) at the end of the year.
The Columbus meeting included separate
radio and tv sales sessions. News and film
topics were discussed in the afternoon.
Ralph Jackson, commercial manager of
WAVE-TV Louisville, told how "the oldest
continuous radio advertiser in history,
Greater Louisville First Federal Savings &
Loan Assn., added tv and grew from a $26
million to $85 million institution in eight
short years." He said this growth was in the
face of competition by older institutions in
the field. The savings-loan firm started in
1915 as a $25,000 organization.
"Through consistency in using news-
papers and radio — which the firm is con-
tinuing— Greater Louisville grew from 1915
to 1949 into a $26 million institution," Mr.
Jackson said. "In the last eight years,
Greater Louisville tripled this amount by
the addition, first, of WAVE-TV and then
18 months later, WHAS-TV."
Page 98 • October 21, 1957
He said the firm uses a daily weathercast
and announcements in Today on WAVE-
TV, news on WHAS-TV and a series of
"savings post" announcements on the
WHAS-TV T-Bar-V children's program.
Special promotions were used in 1956 when
the $70 million mark was reached and are
used to offset withdrawals when semiannual
dividends are paid. The firm's budget is
60% tv, 20% radio and 20% newspaper,
Mr. Jackson said.
Arnold Thompson, advertising manager
of Dodge Div., Chrysler Corp., discussed
Dodge advertising policies and urged broad-
casters to keep in touch with dealers (see
Opinion, page 139).
Oregon Broadcasters to Cover
Special Legislative Session
Oregon State Broadcasters Assn. will
cover the special session of the state legis-
lature starting Oct. 28 with a nightly (9-
9:30 p.m.) Report From Salem (Oregon's
capital) over a special statewide network.
During the last session of the Oregon Leg-
islature, OSBA's Report From Salem ran
13 weeks and was carried by nine stations.
A minimum of 12 is expected to broadcast
the new series.
Plans for the legislative coverage were
announced by Frank Flynn, KFLY Corvallis,
chairman of the OSBA special services com-
mittee, at a special business meeting held
Oct. 13 in Portland, preceding the NARTB
Region 8 meeting last Monday and Tues-
day. Dave Hoss, KSLM Salem, OSBA pres-
ident, presided at the afternoon session
which was attended by more than 75 of the
state's broadcasters, representing 65% of
Oregon's radio and tv stations.
500 Advertiser, Agency Execs
Expected at Chicago TvB Meet
The third annual membership meeting of
Television Bureau of Advertising will be
held Nov. 22 at the Sheraton Hotel in Chi-
cago, officials announced last week.
Some 500 advertiser and agency execu-
tives are slated to attend a 9:30 a.m. ses-
sion, preceding the membership meeting,
to see the bureau's new Cellomatic presen-
tation, "The Vision of Television — 1958,"
which already has drawn large audiences
in Los Angeles and San Francisco.
A meeting of the TvB board will be held
Nov. 21, also at the Sheraton.
While disclosing plans for the member-
ship and board meetings, TvB also reported
that during the past eight weeks it has made
presentations and sales calls at meetings
with 310 individual advertisers, advertising
clubs, agencies, regional business groups,
conventions and broadcasters' meetings.
These meetings and presentations, Presi-
dent Norman E. Cash explained, are part
of TvB's program of "carrying the tele-
vision business story directly to the public"
as well as to advertisers and agencies.
Mr. Cash, setting the pace, has spoken
in the past two months before TvB confer-
ences in Los Angeles, San Francisco and
Baltimore, at NARTB meetings in Schenec-
tady and Kansas City, and before advertiser
and agency groups in Detroit and Lansing,
Mich., and is slated to appear before the
Assn. of National Advertisers meeting in
Atlantic City at the end of this month.
George Huntington, sales development di-
rector, addressed the Radio & Television
Research Council in New York and the
Adv. Federation of America convention in
Memphis, and will speak next month at the
Industrial Audio-Visual Exhibition and the
Assn. of Advertising Men and Women, both
in New York. Halsey Barrett, director of
national sales, conferred with advertisers
in four cities and made major presentations
to two broadcaster and two advertiser meet-
ings. William Colvin, station relations di-
rector, has appeared before both advertiser-
agency and station groups, and Howard
Abrahams, director of retail sales, completed
a tour in which he worked with department
and specialty stores in Chicago, Los Angeles,
San Francisco, San Jose and Portland, Ore.
Art Directors Plan Visual Show
Plans for the 1958 Visual Communica-
tions Conference and the 37th annual Ex-
hibition of Advertising & Editorial Art and
Design, sponsored by the Art Directors Club
of New York, are beginning to take form.
The ADC last week set the date of the
Conference for April 2-3. The exhibition will
be held at New York's Waldorf Astoria
Hotel April 1-10. At the same time, ADC
President Walter Grotz, art director at
Marschalk & Pratt Div., McCann-Erickson
Inc., designated Paul Smith, president of
Calkins & Holden Inc., as the chairman of
next year's conference. Victor Traoff, art
director of William Douglas McAdams
agency, will supervise the annual exhibition.
Broadcasting
You Can't Sell 'Em If You Don't Reach 'Em
and WJAR-TV Reaches More Of Em
in The Providence Market
— ~~ ~ "7
/
/
SUMMARY DATA* /
CALL
TELEVISION
MONTHLY
WEEKLY
LETTERS
HOMES
COVERAGE
COVERAGE
WJAR-TV
1,186,410
593,890
539,130
STATION B
706,140
448,390
430,370
/
Broadcasting
October 21, 1957 • Page 99
FILM
LOEWS SEES BIG FUTURE IN TV
• Vogel group retains control of MGM, MGM-TV parent firm
• Victor in power showdown points to progress in television
With the fight for control of Loew's Inc.
over — at least for the present — the company
is ready to "move vigorously" toward be-
coming a major factor in the television
industry. That's the word from incumbent
President Joseph R. Vogel, who Tuesday
won a solid victory over insurgent investors
headed by multi-millionaire roadbuilder
(Consolidated Truck Lines Ltd.) " Joseph
Tomlinson and independent tv producer
(Dragnet) Stanley Meyer. Hovering in the
background: ousted, 72-year-old former
MGM chief Louis B. Mayer, who reportedly
seeks to return to the studio as "consultant."
Though declining to issue any "victory
statement," Mr. Vogel predicts a bright
future for the studio's ever-expanding tv
operations. He points to the fact that MGM-
TV, its subsidiary, is solidly in the black
at a time when the parent corporation,
sapped by months of "harrassment" and
"villification," is fighting for survival in the
financial jungle. Last Tuesday's special
stockholders meeting was called to deter-
mine proper ownership of the giant corpora-
tion.
Loew's owns not only the movie-produc-
ing MGM studio, but also WMGM New
York and has part interest in KTTV (TV)
Los Angeles, KMGM-TV Minneapolis and
KTVR (TV) Denver. Mr. Vogel does not
presently envision expansion along lines of
station ownership. But where Loew's will
burgeon is in tv production. Through its
subsidiary, MGM-TV, it produces com-
mercials and tv film series, leases out its lot
to independent tv producers and distributes
its pre- 1948 film library to tv stations.
In a post-meeting "progress report," Mr.
Vogel noted that to date the library had
been placed in 71 of the top U. S. tv mar-
kets and last week was contracted to place
the films in "the last top three markets,"
Pittsburgh, Cleveland and San Francisco. It
also has sold its first tv feature series, Dashiell
Hammett's The Thin Man (now on NBC-
TV under Colgate-Palmolive sponsorship)
to the BBC, and is ready to screen to
agencies the pilot films of its new tv series,
Min & Bill with Peggy Wood and Chill
Wills. Presently being "piloted" are two
other potential network series, Northwest
Passage and Jeopardy. Using the MGM lot
are California National Productions, an
NBC subsidiary, for its new Union Pacific
tv series, and Robert Enders Inc., Washing-
ton, now filming The Best From the Satur-
day Evening Post.
Television figured strongly in the day-long
proxy battle that culminated toward evening
with an 8-to-l victory by the Vogel forces.
The principal issue at stake was Mr. Vogel's
call for an enlarged board of directors —
from 14 to 19 — to dilute the opposition
forces of Mr. Tomlinson and associates,
who together held six seats, as opposed to
the four-director Vogel faction. The 1,100
stockholders in attendance — by voting 3,449,
446 to 519,435 shares — rebuffed the Tomlin-
son group's attempt to wrest control from
Mr. Vogel and associates.
The newly-enlarged board gives Mr. Vogel
the 13-to-6 working majority he sought to
pull Loew's out of its depression and frees
him "to run the company the way I had
been hoping to" since he took over a year
ago. Mr. Vogel and his colleagues main-
tained that the "incessant" sniping and
"hamstringing" by the Tomlinson faction
had made running Loew's "impossible."
Among those elected to the board were
BBDO Vice President Francis W. Hatch;
former ABC and AB-PT executive Robert
H. O'Brien (recently-elected Loew's financial
vice president), Random House Publisher
Bennett Cerf; Gen. Omar N. Bradley (USA-
ret.), and former U. S. Attorney General J.
Howard McGrath. One of Mr. Vogel's
proposed directors, long-time MGM ad-
ministration head Benjamin Thau, was de-
feated, and a Tomlinson backer, former
Paramount Pictures Corp. executive Sam
Briskin, was elected as the 10th new direc-
tor. The latter reportedly was slated to take
over the company had the insurgents won.
In defending his year-old record as
Loew's chief, Mr. Vogel cited among other
accomplishments the "going tv department"
in Hollywood which now serves "some 50
advertisers"; the $50 million accrued from
lease-back to television of old MGM theatri-
cal features ("quite an accomplishment when
you stop to realize that we were once offered
$38 million for outright sale of these film
properties"), and its station interests in
Hollywood, Denver, Minneapolis and New
York.
During the meeting, Mr. Tomlinson
denied a charge by Loew's that Stanley
Meyer's sole intention was to become the
head of MGM-TV. He claimed that earn-
ings from tv rentals had "been dissipated"
by "mismanagement" and that the KMGM-
TV investment by Loew's was "so bad" that
the "other 75% went for $650,000." Mr.
Tomlinson referred to the recent acquisi-
tion of KMGM-TV by NTA Film Network.
Mr. Vogel in turn noted that Loew's
25% interest in KMGM did not come
about through a cash purchase but through
an exchange of the MGM film library.
Queen Film Shuttled to Britain
CBS Newsfilm coverage of Queen Eliza-
beth II's North American tour is being
flown to Britain so that the Queen's own
subjects can see what is happening in Amer-
ica on the full network of the Independent
Television Authority in London and on five
other interconnected stations throughout
Great Britain. The film is flown in two or
three'hops daily to keep coverage up-to-the-
minute. CBS film also is being furnished to
subscribers in Australia and Canada.
Channel 12
Jacksonville, Florida
Page 100 • October 21, 1957
Broadcasting
Thanh Vbu,
People"
The furry friends of WWJ
In Sponsor Magazine's first annual TV-Radio trade paper advertising
competition, WWJ won the first place award in its classification. The
winning campaign, "Put Your Money Where the People Are," had
already aroused much interest among agencies and advertisers.*
Just as WWJ knows how to sell itself, the station knows how to sell
your product— with sales-minded personalities, more enjoyable music,
superior news and sports coverage, substantial promotion and mer-
chandising.
Judge for yourself. Put your money where the people are ... on WWJ,
all day, every day.
Hit Your Real Michigan Target
Seventy per cent of Michigan's
population commanding 75
per cent of the state's buying
power lives within WWJ's
daytime primary area.
* Associate station WWJ-TV won a Meritorious
Award for its "Believability" campaign in the
same contest.
1 A 01 1 f ■ AM and FM
WWJ RADIO
WORLD'S FIRST RADIO STATION
Owned and operated by The Detroit News
National Representatives: Peters, Griffin, Woodward, Inc.
NBC Affiliate
Broadcasting
October 21, 1957 • Page 101
FILM CONTINUED
Warner Bros. Plans to Expand
Weekly Tv Programs to 5 Hours
The westward swing of television pro-
duction was given further impetus last
Wednesday with the announcement by
Warner Bros. President Jack L. Warner
that his studio's tv film production will be
doubled and continually expanded. WB
plans to have five hours weekly of tv pro-
gramming on the air by next June 1 as
against the present two-and-a-half hours a
week.
According to Mr. Warner, he has made
expansion a crash program at WB. He
bases his action on the "gratifying public
reception" to its three current ABC-TV
shows, Cheyenne (General Electric Co., alt.
Tues., 7:30-8:30 p.m.), Maverick (Kaiser
Industries Corp. -Kaiser Aluminum & Chem-
ical Corp., Sun., 7:30-8:30 p.m.), and
Sugar -foot (American Chicle Co., alt. Tues.,
7:30-8:30 p.m.). A fourth WB show, Colt
.45 was scheduled for its first airing this
past Saturday on ABC-TV, 10 p.m., under
sponsorship of Campbell Soup Co.
"The possibilities for television motion
pictures," noted Mr. Warner, "are limitless
and Warner Bros, is prepared to meet their
maximum potential." Within the next 30
days, he hinted, "important agreements"
with several sponsors and their agencies
"are expected to be concluded." He did
not specify what type of programming or
which advertisers are in negotiation.
Mr. Warner also said that "within 90
days," WB's new $1 million tv operations
building, begun last July (said to be the
world's most modern and completely
equipped tv center of its type) will be open
for business [Film, July 15]. Already com-
plete is the conversion of Stage 22 into
three 1 1 ,000-sq.-f t. stages now in use for
tv production.
Meanwhile, Warner Bros, confirmed re-
ports last week that it had given dismissal
notices to about 45 employes in the pub-
licity and advertising departments of both
its home offices in New York and on the
West Coast. Mr. Warner described the move
as part of a plan "to streamline every phase
of the company's global operations."
Lowendahl Named Transfilm Head
Walter Lowendahl, a former president
of Film Producers Assn., New York, and a
co-founder of Transfilm Inc., has been ap-
pointed president of Transfilm, according
to William Miesegaes, chairman of the
board of directors and former president.
MR. LOWENDAHL MR. PALMA
Page 102 • October 21, 1957
FILL-IN ON PHILIP
Screen Gems, New York, an-
nounced last week it has prepared a
special 15-minute tv film program,
The Man Behind the Queen, detail-
ing the life of Prince Philip, Duke
of Edinburgh, for showing during
Queen Elizabeth's visit to this coun-
try. SG, which has sold the program
in 12 markets up to last Thursday,
created the program from film footage
from various sources.
Michael A. Palma, treasurer, was named
executive vice president, the position for-
merly held by Mr. Lowendahl.
Four Star Adding Five Directors
Four Star films has signed four directors
of non-exclusive, multi-film contracts and
is negotiating with a fifth, according to
Dick Powell, Four Star president, and Frank
Baur, vice president in charge of produc-
tion. Robert Florey, who has directed more
than 30 Four Star Playhouse programs, has
contracted to direct a total 10 segments
of the Alcoa-Goodyear Turn of Fate series
on NBC-TV and Dick Powell's Zane Grey
Theatre series sponsored by General Foods
on CBS-TV. John English, having com-
pleted two directorial stints on the Zane
Grey series, has been signed to do five
more. Tom Carr and Dan McDougall have
been assigned as alternate directors of Four
Star's new Trackdown series on CBS-TV
with Sacony anad American Tobacco Co.
as sponsors. Negotiations are under way
with Alvin Ganzer, who directed 10 Four
Star Playhouse segments, to do that many
Zane Grey and Alcoa-Goodyear programs.
Four Star's current production program of
$6.4 million is the largest in the company's
history.
FILM SALES
Screen Gems has announced that CMBF-
TV Havana, Cuba, purchased Circus Boy
and All Star Theatre, both Spanish dubbed.
SG also reported sale of eight programs to
Australian television. HSV Herald-Sun Tele-
vision, Melbourne, and TCN Television
Corp., Sydney, bought Circus Boy, Casey
Jones, Ranch Party, Top Plays of 1957 and
77th Bengal Lancers and renewed The Ad-
ventures of Rin Tin Tin, Father Knows Best
and All Star Theatre. SG also reported sale
of six half-hour and quarter-hour series to
Rediffusion Hong Kong. Transaction covered
The Adventures of Rin Tin Tin, Jungle Jim,
The 77th Bengal Lancers, Tales of the Texas
Rangers, Circus Boy and the Patti Page
Show. Firm reported Swedish-government
tv system, A. B. Radiotjanst, has bought
Circus Boy and Scrappy and Krazy Kat
cartoons and has renewed Jungle Jim.
Trans-Lux Television Corp., N. Y., reports
New Tv, Industrial Film Unit
Formed by Lawrence Productions
As part of a long-range expansion pro-
gram, Robert Lawrence Productions Inc.,
New York, last week announced the forma-
tion of a new affiliate, Lawrence-Schnitzer
Productions Inc., Hollywood, to serve as a
producing arm for television and industrial
films on the West Coast.
Robert Lawrence, president, reported that
Gerald Schnitzer, a motion picture producer,
director and writer for 17 years, has been
appointed vice president of Lawrence-
Schnitzer and will head the operation. The
new company, Mr. Lawrence said, is the
fifth branch or affiliate acquired by RLP
since 1954 when the expansion program
was started to provide clients with "one-
stop" film service. The company today has
main headquarters and studios in New
York, a production company in Canada, an
animation affiliate in New York, an indus-
trial and special effects division in New
York, an animation affiliate in Hollywood
and now a production company in Holly-
wood.
Guifd Reports New Income High
A net income of $616,473 after taxes
for the first nine months of fiscal 1957,
ending Aug. 31, was reported by Guild
Films Co. and announced last week by
Treasurer George J. DeMartini. It is equiva-
lent to 40 cents per share. The company
claims this marks a new peak in its finances.
The gross income for Guild in the first
nine months this year was $5,631,012 as
compared to the 1956 figure of $3,603,-
924.51. In the first five years of its ex-
istence, Guild Films has accumulated a
total of 20 programs which the company
distributes, as well as two cartoon series
and a recently-acquired RKO short films
library.
sale of Trans-Lux Encyclopaedia Britannica
film library to WSUN-TV St. Petersburg,
Fla., bringing total number of markets for
series to 50.
Lew Kerner Productions, Hollywood, re-
ports that sales on its A Minute of Prayer
film series have been made to more than
50 stations. Series is distributed by C & C
Tv Corp., N. Y.
RANDOM SHOT
F. H. McGraw & Co., N. Y. (engineers and
constructors), reports it is offering nearly
2,000 feet of 16 mm color film, taken on
heavy construction projects. It is available
for tv commercials and other commercial use
without charge. Footage, including earth
moving, railroad building, steel and heavy
machinery erection, large concrete pourings
and general construction shots, is documen-
tary produced by Coleman Productions,
N. Y.
Broadcasting
FILM SHORTS
MANUFACTURING
Radio Shipments for Jan.-Aug.
Show Gain Over '56 Period
Shipments of radio sets from factories to
dealers showed a marked gain for the first
eight months of 1957, totaling 4,788,006
sets compared to 4,491,795 in the like 1956
months, according to Electronic Industries
Assn. (formerly RETMA). August shipments
to dealers totaled 769,770 radios compared
to 579,102 shipped in August 1956. Radio
shipments do not include auto sets, which
move directly to the automotive industry.
Shipments of tv sets in the first eight
months of 1957 totaled 3,460,100 units
compared to 3,761,116 in the same 1956
period. August tv shipments totaled 490,849
sets compared tp 535,936 in the same month
a year ago.
Slowness of Color Tv Market
Holding Back Motorola — Galvin
Motorola Inc., Chicago-based electronics
manufacturer, may find itself hard pressed
to reach a goal of $400 million volume by
1960, partly because of the failure of color
tv to emerge in the mass market.
This intimation was made by Robert W.
Galvin, Motorola president, in a talk before
the Investment Analysts Society of Chicago
Oct. 11. At the same time he reported sales
and earning figures for the company.
"Color tv is not taking off the ground as
expected and still continues to be a luxury
item," he said, adding that it will not reach
the mass market until prices come down to
the $300-$400 level. All tv set sales for
Motorola the first nine months of 1957 are
slightly below the same period for last year,
he reported.
During the third quarter ending last Sept.
30, Motorola reported sales of $60 million
compared with $60.8 million in 1956, while
earnings after taxes were approximately $1.9
million (about $1 per share) as against $1.7
million (9\4 a share) for that quarter last
year. Nine-month sales are expected to ex-
ceed the previous high of $162,689,182 set
in 1956. Full-year sales should hit $235 mil-
lion, according to Mr. Galvin.
While tv is down for the first nine months,
sales of two-way radio communications and
microwave relay systems, transistors, car
radios and phonographs are up, and home
radios and military electronics about even
with last year.
Four Appointed to RCA Posts
Appointment of four RCA executives to
new posts in distributor products merchan-
dising, RCA Electron Tube Div., Harrison,
N. J., was announced last week by Harold
F. Bersche, manager of merchandising.
Those named and their new posts are
Joseph T. Houlihan, manager, merchandis-
ing-entertainment tubes; Joseph E. Kelley,
manager, merchandising-industrial tubes and
semiconductors; Joseph J. Kearney, man-
ager, merchandising-parts and equipment,
and Gerald G. Griffing, manager, merchan-
dising coordination.
THE prototype table model home tele-
vision set (above) utilizes new thin
tubes developed by Kaiser Aircraft &
Electronics Corp. Only 2Vs inches
thick, the tubes currently are in pilot
production for military operations
and, according to Kaiser, need only
refinements of the glass envelope for
mass production "to make space-
saving television a reality." In addition
to their space-saving potential, the
thin tubes would offer the additional
advantage of a television picture on
both sides of the screen. The model in
the photo is mounted atop a conven-
tional receiver and was shown by
Kaiser at an Army-Navy Instrumenta-
tion Program Symposium in Los An-
geles Oct. 15.
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Broadcasting
October 21, 1957 • Page 103
NETWORKS
Nighttime Television Viewing Up
Despite Criticism, Says SarnofF
NBC President Robert W. Sarnoff last
week challenged the contention that some
critics' dissatisfaction with television's new
fall programming "is simply a reflection of
public dissatisfaction."
While he estimated that "this season's
television shows on all the networks are
receiving more unfavorable than favorable
comment" from critics, he also cited a
Trendex report showing that total night-
time tv viewing this fall again shows an
increase over last fall. He said the study,
based on measurements for the first week
of October in each year, showed 5% more
nighttime viewing this fall.
He also called attention to a Psycho-
logical Corp. survey, made in April and
May, in which three out of four respondents
said they were watching as much or more
television than they were a year ago and
eight out of ten thought the programs were
as good as or better than a year ago. He
said this becomes especially important "be-
cause of the manner in which opponents
of free television seized on the dud season
complaint and twisted it to their own uses."
Mr. Sarnoff also cited many programs of
recent weeks which, while he acknowledged
that not all were "great or flawless," never-
theless offered "many moments of exciting
entertainment, of vivid sports drama, of
penetrating personality close-ups, of live
reporting of history as it was being made."
But he said this is no cause for "com-
placency":
"No broadcasting executive of my ac-
quaintance feels that the level of American
television entertainment has reached its
apex or that we can be content simply be-
cause our audience continues to grow. Some
of NBC's new shows this fall, even though
they drew healthy audiences, have been
disappointing to me. The need for im-
provement in production and writing and
casting was in several cases quickly appar-
ent. The program department did not have
to wait for any critical appraisal to suggest
appropriate changes after certain pre-
mieres, but the airing in print of show
shortcomings probably goaded everyone
concerned into swifter action."
He said he thought every series "can be
improved during the course of a season"
and "that's the job we're busy on now."
Mr. Sarnoff noted that a show's first ap-
pearance "does not necessarily reveal the
character that it will have for the next 51
weeks." He said: "If I could borrow from
[columnist] John Crosby and introduce a
new Crosby's Law for Broadcasting, it
would be that all reviewers should look at
a first show and then a fifth show and then
a tenth show before delivering a final
verdict."
CBS Radio Sets New Crosby Show
Another signpost of network radio's re-
turn to "big name" programming was seen
last week when CBS Radio announced that
Bing Crosby will star in a music-comedy
show on the network (Sun. 7:30-8 p.m.),
starting Oct. 27. The program will be re-
Page 104 • October 21, 1957
corded in Hollywood during the week of
the broadcast and will feature Mr. Crosby
and well-known guest stars. The program
will follow the Jack Benny Program and
is an addition to Mr. Crosby's current Ford
Road Show, also on CBS Radio. Early last
week Mutual announced that Kate Smith
had been signed to a regular series (see
this page).
NABET Plans to Ask ABC, NBC
For Work Week of 35 Hours
ABC and NBC will be asked to provide
a 35-hour work week and uniform industry
pension benefits, plus pay boosts commen-
surate with "the rising cost of living" when
they start contract negotiations with the
National Assn. of Broadcast Employes &
Technicians (NABET) next January.
These goals were restated by NABET
after a week-long conference of its contract
presentations committee in New York the
past fortnight. The terms were outlined by
George W. Smith, the union's international
president. NABET's negotiating team,
headed by G. Tyler Byrne, international ex-
ecutive vice president, will meet with net-
work representatives on a new three-year
pact in Boston, Jan. 6, 1958.
The union previously indicated it will
insist on "nothing less than a just share of
network savings and profits," because of
rising living costs and "sweeping techno-
logical changes," and will oppose another
long-term contract with a "crumbs from
the table" settlement [Personnel Rela-
tions, Sept. 2].
Francis Kept Off Wallace Show
NBC last week notified Arlene Francis,
who is featured weekdays on NBC-TV's
The Arlene Francis Show that she could not
appear for a scheduled appearance last Sat-
urday evening on ABC-TV's The Mike Wal-
lace Interview. An NBC spokesman said
this action was taken because Miss Francis
is "an exclusive contract artist" of the net-
work. He said Miss Francis is permitted to
appear on CBS-TV's What's My Line? panel
show because that contract was signed be-
fore her NBC pact.
ABC, MGM May Discuss Tie-Up
A meeting of top-level ABC-TV and
Metro-Goldwyn-Mayer TV Div. of execu-
tives may be held this week to discuss a
possible production tie-up between the two.
[At Deadline, Oct. 14]. An MGM-TV
executive said no definite date for the con-
ference has been set, but it is likely the meet-
ing will be held this week. It originally was
planned for last week but was postponed
because a special meeting of Loew's Inc.
stockholders was scheduled at that time
(see story, page 100).
Paley, Stanton in Building Project
CBS Board Chairman William S. Paley
and President Frank Stanton were identified
last week to be in partnership with Vincent
Astor in his $75 million, 46-story office
building project planned in New York on
Park Avenue, between 53rd and 54th Streets.
The project has been temporarily halted
because of the tight money market, although
demolition of existing structures on the site
will be completed. Messrs. Paley and Stan-
ton are said to hold a 15% interest in Astor
Plaza Inc., of which Mr. Astor is principal
owner.
NBC-TV Announces Renewal Pact
With Jack Paar for 'Tonight'
Any uncertainties the last few months
over the future of NBC-TV's Tonight show
appeared last week to have been settled, as
the network announced it has renewed its
contract with comedian Jack Paak to star
in the program "during the coming months
of 1958."
Robert F. Lewine, vice president for tv
network programs, announced that the re-
newal had been signed several weeks in
advance of normal option-exercise time. He
attributed the decision to "unprecedented"
critical acclaim, surging sales and outstand-
ing audience and affiliated station ac-
ceptance.
Mr. Lewine said sales on Tonight have
increased more than 46% since Mr. Paar
took over the program last July and that by
Nov. 1 the program's station lineup will
total 76, largest since the original Tonight
was launched three years ago. Among the
stations which will be carrying the program
by the first of November, he said, are WSM-
TV Nashville; KSD-TV St. Louis; WHDH-
TV Boston; WSOC-TV Charlotte, N. C;
WINR-TV Binghamton, N. Y.; WCYB-TV
Bristol, Va.-Tenn.; WBOY-TV Clarksburg,
W. Va.; WICU (TV) Erie, Pa.; WLEX (TV)
Lexington, Ky., and WTVO (TV) Rockford,
111.
CBS Said Working on Secret Job
A report was circulated last week that
CBS is a participant in a hush-hush, multi-
million-dollar reconnaissance satellite being
developed for the U. S. Air Force. Exist-
ence of the project was claimed by an
article last week in Aviation Week, which
said Lockheed Aircraft Corp. is the prime
contractor in the development which in-
volves the design of an unmanned vehicle
equipped to photograph activity on the
earth through the use of television or reg-
ular photoghaphic cameras, or with infra-
red or radar scanners. Published reports
stated CBS and Eastman-Kodak are par-
ticipants. CBS declined to comment on the
story.
Kate Smith Signs With MBS
Kate Smith will return to network radio
within ten weeks with her own program on
MBS, according to Paul Roberts, network
president. Starting date and format haven't
as yet been finalized, but Mr. Roberts said
mutual plans to "present Miss Smith in our
daytime schedule and at a time when every
one of our affiliates will be able to air
the program." The contract with Miss
Smith represents "the first major single pro-
gram venture" undertaken by Mutual since
new management assumed control on Aug.
8, Mr. Roberts added. Ted Collins is Miss
Smith's manager.
Broadcasting
"The new Printers' Ink is excellent. I find
the content not only helpful but enjoyable
reading. Printers' Ink has always been a
stimulating source of ideas and information
for me. Now, with its new time-saving
features, every busy executive is going to
appreciate what Printers' Ink
Jtas do tie to belief his reading of this
outstanding publication. "
says George Abrams,
Vice President- Advertising, Rev Ion
There's big meaning behind the fact that advertis-
ing directors like the fast-moving, easy-reading
format of. the new PRINTERS' INK. Hundreds of
letters enthusiastically acclaim it. This is one of
the objectives and achievements of the new
Printers' Ink.
Printers' Ink recognizes today's necessity of
helping the busy executive simplify his problem
of limited reading time. It presents more news and
facts in less time. Take the trends and techniques
section, for example. Concentration of subjects
here makes it easy to keep abreast of what is being
done from coast to coast in advertising and market-
ing. Regular positions with identified pages take
the reader right to the ideas and information of
his special interest in marketing, management,
advertising, sales, sales promotion, public relations
and research.
More than ever the new Printers' Ink delivers
what advertising men want and need.
The impact of this is intensive readership. Re-
member, Printers' Ink is read by more advertis-
ing executive subscribers than any other publica-
tion in the field. Here is one of many reasons why
Printers' Ink is the. best buy for you who sell to
the national advertising market.
NETWORKS
CONTINUED
NBC to Cover AMP A Awards
Next March, Academy Announces
The 30th annual presentation of Acad-
emy of Motion Picture Arts and Sciences
awards will be made March 26, 1958, and
will be broadcast exclusively by NBC radio
and tv.
George Seaton, AMPA president, and
John K. West, vice president of NBC's Pa-
cific Division, jointly announced the date
for the first academy show to be sponsored
by the Motion Picture Industry itself, rather
than a commercial sponsor as in the past.
The broadcast will be financed by contri-
butions of 0.25% of revenues from do-
mestic film rentals contributed by all or-
ganizations and individuals participating in
motion picture profits.
NETWORK SHORT
Keystone Broadcasting System announces 20
new affiliates. They are WBLO Evergreen,
Ala.; WCQS Alma, Ga.; WDAX McRae,
Ga.; WNES Central City, Ky.; WKLX
Paris, Ky.; KCLP Rayville, La.; KTLD
Tallulah, La.; WMTE Manistee, Mich.;
WMAB Munising, Mich.; WNIL Niles,
Mich.; KDUZ Hutchison, Minn.; KAGE
Winona, Minn.; WITT Lewisburg, Pa.;
WPCC Clinton, S. C; KCAR Clarksville,
Tex.; KEPS Eagle Pass, Tex.; KLVT Level-
land, Tex.; KSOX Raymondville, Tex.;
KDXU St. George, Utah, and WPRW Ma-
nassas, Va.
PROGRAM SERVICES
TOLL TV GETTING CLOSER IN L. A.
Toll tv came a step nearer reality for Los
Angeles last week when the city council ap-
proved applications of three companies for
franchises to construct and operate closed-
circuit television systems within the city.
Technically, the franchises cannot be award-
ed until an ordinance has been passed au-
thorizing such action, but the 1 l-to-2 vote in
favor of granting the franchises indicates
that there will be no trouble in getting the
eight votes necessary to approve the ordi-
nance.
The next step on the path to getting the
systems into operation is an agreement with
Pacific Telephone & Telegraph Co. for in-
stallation of cables to transmit the pay tv
programs from a central point of origin to
the homes of subscribers. This could be
achieved in one of two ways: by getting from
the telephone company the right to install
cable connections on its poles, or by asking
the telephone company to make the proper
installation itself and to sell this service to
the toll tv operators.
The companies whose applications were
approved are Skiatron Tv Inc., Harriscope
Inc., Fox West Coast Theatres and Inter-
national Telemeter Corp. The last two have
made a joint application for the closed-cir-
cuit toll tv franchise in Los Angeles, since the
city insisted that the franchises be non-ex-
clusive. Each of the applicants bid only on its
own franchise instead of entering into com-
petitive bidding, and each of the three bids
Folks flip over
WWDC
1st eight straight months in Washington, D. C— in share of total
weekly audience, 6 A.M. to midnight— PULSE, January through August
offered the same terms to the city: A flat
payment of $100, 2% of gross revenues (or
1 % and 5 hours of time a week which the
city may use for educational or other civic
programming) and the posting of a $100,-
000 bond to insure the city against loss. In
exchange, each company will receive a 21-
year non-exclusive franchise giving it the
right to operate a toll tv closed-circuit sys-
tem in Los Angeles.
Discussions between the three companies
and PT&T for program transmission serv-
ice, which have been going on for some
time, will undoubtedly be accelerated now, but
late last week no one would hazard a guess
as to when terms would be set, contracts
signed and work begun to install the cables,
let alone when the installation would be far
enough along to permit starting program
service. If, as reported, Skiatron has the tv
right to the 1958 games of the Los Angeles
Dodgers (formerly of Brooklyn), this com-
pany would certainly be expected to exert
every effort to have as many homes as pos-
sible connected for service by the opening
of the baseball season next April. The tele-
phone company rejected Skiatron's pro-
posal for an open wire line system [Program
Services, Oct. 7] as unsatisfactory, even if
less expensive.
Jerome Doff, Skiatron vice president, de-
clined to discuss the Dodgers contract last
week, but he did say that a statement can be
expected from Walter O'Malley owner of the
Dodgers, within the next week. Skiatron is
also an applicant for closed-circuit tv fran-
chises in San Francisco and San Diego, and
in San Francisco has testified to paying
Horace Stoneham, owner of the Giants, an
advance of $500,000 on an agreement
giving Skiatron exclusive tv rights to the
Giants games when that team moves to San
Francisco next year.
Harriscope Inc., licensee of KWTO-TV
Casper, Wyo., and permittee of KTWX-TV
Sheridan, Wyo., as well as a producer of tv
programs and commercials, plans to utilize
closed-circuit tv to provide a communica-
tions service for industrial organizations as
well as an entertainment service for home
viewers, Burt I. Harris, president, said
Thursday.
Reporting that negotiations with PT&T
for pole rights will be started shortly, Mr.
Harris said that installing a toll tv system
is an expensive undertaking and the chance
of getting the money back from the sale of
entertainment to the public is a calculated
risk. But the same lines, used for industrial
service, can provide immediate income and
lessen the risk.
Louis Novins, president of International
Telemeter, declined to discuss his company's
plans beyond saying "there's lots of plan-
ning being done." He said that conversations
have been held with PT&T but that he could
not say when installation will be started.
ASCAP Meets in Chicago Today
American Society of Composers, Authors
& Publishers will hold its first midwest meet-
ing today (Monday) at 6 p.m. at the Conrad
Hilton Hotel in Chicago, according to Paul
Page 106 • October 21, 1957
Broadcasting
Cunningham, president. The meeting is ne-
cessitated by the increasing number of
ASCAP members in the Midwest, Mr. Cun-
ningham said. He will be accompanied by
George Hoffman, comptroller, and J. M.
Collins, sales manager.
Court-Cleared 'Play Marko'
Sets Return to Air Oct. 24
The video game known as Play Marko
is back on the air after an absence of more
than two years. In 1955, when it was being
carried by some 30 stations, the FCC asked
one of them, KTLA (TV) Los Angeles, to
show cause why its license should not be
revoked for carrying this program. KTLA
promptly canceled it. The Caples Co., Chi-
cago advertising agency which created and
packaged the program, withdrew it from the
other stations and went to court for a ruling
on whether or not the game is a lottery.
Last March the U. S. Court of Appeals
ruled it is not [Government, March 18].
On Oct. 24 KHJ-TV Los Angeles will
start the program, called Play Signal in token
of its sponsorship by Signal Oil Co. as a
Thursday, 8:30-9 p.m. series. Signal Oil,
whose account is handled by Barton A.
Stebbins Advertising, Los Angeles, has op-
tions on the program in San Francisco,
Portland, Ore., and Seattle. According to
Jack Daly of the Caples Co. office in Los
Angeles, who is handling the program sales.
It shortly will be on the air in some 20 mar-
kets, Mr. Daly said.
Home viewers play the game by using
cards, obtained in Los Angeles from Signal
Oil dealers, covering numbers on the cards
as they are written by "Miss Signal" on a
master board in the studio. When a viewer
covers a complete row, horizontally, ver-
tically or diagonally, he calls a special tel-
ephone number. If his numbers match those
of the master board, he is declared a winner
and a new game is started.
Song Writers Sue WCMB
Suit for copyright infringement was filed
last week against Rossmoyne Corp., owner
of WCMB Harrisburg, Pa., by song writers
Alan Jay Lerner and Frederick Lowe, al-
leging that seven of their copyrighted songs
from "My Fair Lady" were performed sep-
arately by the station without authorization.
The plaintiffs, both members of ASCAP,
asked the U. S. District Court for the Middle
District of Pennsylvania to restrain WCMB
from performing the songs in the future
and to award damages of not less than $250
for each unauthorized performance, to-
gether with court costs and attorneys' fees.
Network Formed for 'Barry Gray'
A Barry Gray Radio Network was estab-
lished Sept. 30 when the WMCA New York
program added WIP Philadelphia and began
completing plans to add stations in Balti-
more, Chicago, Miami and Boston. WIP,
an MBS affiliate, broadcasts the Barry Gray
Show over Mutual lines. The program is
sold on a spot basis with the cost five times
the normal midnight rate, according to
Sandy Howard Productions, New York
packager, which said the show is now one-
third sold.
Place your message
where it gets results !
RIGHT IN THE HEART OF THE
RICH ROCHESTER AREA!
Your sales message scores when you send it soaring through the
air-waves via WHEC, the station that's way out in front in
Rochester! Competing with five other local stations, WHEC
rates FIRST in 51 out of 72 daily quarter-hours — has an average
sbare-of -audience of 26.7%! (Latest Rochester Metropolitan
Area PULSE report, March, 1957).
BUY WHERE THEY'RE LISTENING
WHEC
NEW YORK
5000 WATTS
Representatives: EVERETT-McKINNEY, Inc., New York, Chicago; LEE F. O'CONNEL CO., Los Angeles, San Francisco
United Press Facsimile Newspictures
| and
United Press Movietone Newsfilm
\Lh Build Ratings
Broadcasting
October 21, 1957 • Page 107
STATIONS
UHFS WARM-TV, WILK-TV MERGE
The merger of two northeastern Pennsyl-
vania pioneer uhf tv stations — WARM-TV
Scranton and WILK-TV Wilkes-Barre— into
a single "regional" outlet and acquisition of
majority control by Transcontinent Televi-
sion Corp. interests were announced by the
principals Thursday. The multi-faceted
agreement which involves stock and cash
exchanges approximating $1.5 million is sub-
ject to FCC approval.
The merger would end the rivalry of the
two ABC-TV affiliates and join in a single
outlet the use of WARM-TV's ch. 16 and
WILK-TV's 1 .5 megawatt power (now under
construction permit after more than a year
of operation under special temporary author-
ity). The new call letters of WNEP-TV
are proposed and the station would continue
as an ABC-TV affiliate, plus carrying NTA
and other top Hollywood films. A new cor-
poration will be established under the name
of Northeastern Pennsylvania Broadcasting
Corp. The new station operation is expected
to use WILK-TV's present tower and trans-
mitter on Penobscot Mt. near Mountain Top,
southeast of Wilkes-Barre.
The WARM-TV group, headed by Martin
F. Memolo, and the WILK-TV group,
headed by Mitchell lenkins, would share a
40% interest in the merger operation. The
remaining 60% would be held by Trans-
continent and Hamilton Shea, former NBC
vice president who with Transcontinent owns
WN ERROR occurred in an
AAad placed in Broadcasting
Magazine, October 14, by WSOC-
TV, Charlotte, N. C, wherein
the station claimed a 44.8% in-
crease in share of sets-in-use,
Monday through Friday, 9 a.m.
to Midnight.
Actually, this figure should have
been 28.4%.
The error occurred during me-
chanical paste-up. Any embar-
rassment caused by this adver-
tisement is sincerely regretted
by the management of
WSOC-TV
WSVA-AM-TV Harrisonburg, Va. Trans-
continent itself owns WROC-TV Rochester
and through a recent FCC-approved $5
million merger with interlocking interests
owns WGR-AM-TV Buffalo [Government,
Sept. 30.]
In the new merger operation, William W.
Scranton, majority stockholder in WARM-
TV, will be chairman of the board; Mr.
Jenkins, president; Thomas P. Shelburne,
now treasurer and managing director of
WILK-TV, will be vice president and general
manager, and Mr. Memolo, now president
of WARM-TV, will be vice president in
charge of engineering. In addition to these
four officers, directors will include Paul A.
Schoellkopf, Transcontinent board chair-
man; J. Fred Schoellkopf IV, Transconti-
nent executive committee chairman; David
C. Moore, Transcontinent president; Sey-
mour H. Knox III, Transcontinent director;
David G. Forman, chairman of the Trans-
continent administrative and finance com-
mittee, and George F. Goodyear, a director
and chairman of the Transcontinent ad-
visory group committee. Felix Piech will
serve as secretary and John Weber as as-
sistant secretary.
In a joint statement, Messrs. Scranton and
Jenkins explained, "This merger will bring
to television viewers in northeastern Penn-
sylvania a new era of entertainment, public
service and news. Not only will we have the
exciting new program structure of ABC-TV,
but also the programming, technical and ad-
ministrative support of Transcontinent Tele-
vision Corp. . . . This will be truly a regional
station which will provide the best possible
service for viewers and the local business-
men in Scranton, Wilkes-Barre and the en-
tire northeastern Pennsylvania area."
It is expected that the merger group will
take over operation of WARM Scranton
also, but since WARM is highly directional
and has "very slight" overlap with WILK,
the latter radio station will be retained by
its present ownership under Wyoming Val-
ley Broadcasting Co.
KBKC Kansas City to Go on Air
KBKC Mission, Kan. (suburb of Kansas
City), owned by Mission Broadcasting Inc.,
begins broadcasting with a format of music
and news later this month. The new station
will operate on 1480 kc, 500 w. There will
be no block programs.
General manager is Tom E. Beal, former
commercial manager of KLWN Lawrence,
Kan. Station manager is John Humphreys,
who has been with KLWN Lawrence, WHB
Kansas City and KOAM Pittsburg, Kan.
Police Group Indicts Television
A "cooperative" attitude between radio-tv
stations and the listening public might give
programs "the character and high ideals
desired by a society interested in building
good citizens," according to Edward G.
Krauss, secretary, State Police Chiefs Inc.,
Cleveland.
Mr. Krauss contended in a letter to Na-
tional Assn. for Better Radio and Tele-
ONE of the 25th anniversary citations
being awarded stations represented
through the quarter-century by Peters,
Griffin, Woodward goes to Col. B. J.
Palmer (1), president of WHO Des
Moines and WOC Davenport, both
Iowa. H. Preston Peters, president of
PGW, makes the presentation. Others
getting plaques on PGW's silver anni-
versary: Paul A. Loyet, vice president
and resident manager of WHO; Ernest
C. Sanders, sales manager of WOC;
Nat L. Cohen and David C. Moore,
both of WGR Buffalo, N. Y.; Harold
V. Hough, WBAP Fort Worth, Tex.;
Thomas K. Barnes, WDAY Fargo,
N. D.; Charles C. Caley, WMBD
Peoria, 111., and Donald D. Davis,
KMBC Kansas City, Mo.
vision that trustees of State Police Chiefs
believe an overwhelming majority of tv
stories emphasize crime, dishonesty, violence
and lax morals "to the point where youth
unconsciously acquires knowledge of under-
world techniques." He said these techniques
become indelibly impressed on young view-
ers and exert "at least some influence upon
their lives." He argued that opportunities
afforded tv to educate youth "have been
sadly neglected."
WFIL-AM-TV Opens New Studio
WFIL-AM-TV Philadelphia opened a
new headquarters-studio last Monday in the
downtown Sheraton Hotel, an addition to
present studios in West Philadelphia. The
combination radio-tv control room contains
complete equipment for a self-sustaining re-
mote operation, and the studio can be con-
verted into a lounge.
Roger W. Clipp, general manager,
stressed that the new studio is in the
center of the city, where WFIL can best
cover social and business life. Two new
mobile units were also displayed at the
opening.
Mae Clarke Sues KTLA (TV)
Mae Clarke, veteran motion picture ac-
tress, last week filed a $1 million invasion
of privacy suit in Los Angeles Superior
Court against Paramount Television Pro-
Page 108 • October 21, 1957
Broadcasting
ulte -Mark of Quality,
Attaching the familiar Gates name plate is the final step in the com-
pletion of a product manufactured for quality. To the customer who
will soon have this equipment in operation, this name means superior
craftmanship ..." it is the symbol of over 35 years of progress in this
great industry.
To the thousands of station managers and engineers who depend on
Gates equipment for daily operation, this name means reliability . . .
it means outstanding performance. They know that each product is
the result of years of constant research and development, which have
made Gates equipment the standard of comparison.
Yes, the Gates name plate is a familiar symbol throughout the world
... a symbol identified with quality, because quality is the priceless
ingredient in all Gates products.
Vhe Mark of Quality
GATES RADIO COMPANY, Quincy, ill., u.s.A.
MANUFACTURING ENGINEERS SINCE 1922
OFFICES — NEW YORK - WASHINGTON D. C. - LOS ANGELES - HOUSTON - ATLANTA
INTERNATIONAL DIV., 13 East 40th St., New York City — In Canada, CANADIAN MARCONI COMPANY
Broadcasting
October 21, 1957 • Page 109
STATIONS CONTINUED
ductions, owner of KTLA (TV) Los An-
geles. KTLA on Oct. 1 launched a series
of horror movie telecasts under the generic
title, Nightmare, with a broadcast of
"Frankenstein," made 26 years ago with
Boris Karloff and Miss Clarke as stars. In
connection with the tv program, Miss
Clarke charges, KTLA employed actress
Ottola Nesmith, who impersonated Miss
Clarke in such manner as to imply that
she is "a broken-down, has-been actress,
poverty stricken, slovenly attired and ill,"
thus damaging Miss Clarke's professional
reputation.
Sctlk Named to Corinthian Post
Robert H. Salk, for two years director of
sales for Screen
Gems Inc., has been
appointed director of
programming of
Corinthian Broad-
casting Corp., ac-
cording to C. Wrede
Petersmeyer, presi-
dent. Prior to his as-
sociation at SG, Mr.
Salk was associated
for 10 years with the
Katz Agency in pro-
gramming, film buy-
ing, research and sales. Corinthian stations
include KOTV (TV) Tulsa, KGUL-TV
Galveston, WANE-AM-TV Fort Wayne and
WISH-AM-TV Indianapolis.
MR. SALK
DATELINES
WASHINGTON— NBC-TV, after months of
preparation, utilized over 100 technicians
and program staffers to televise the arrival
of Queen Elizabeth and Prince Philip Thurs-
day morning and the highlights of their visit
here. NBC had 1 1 cameras along the arrival
parade route, with one stationed atop the
Lincoln Memorial. Four NBC-TV staffers
described the scene: Merrill Mueller, Jinx
Falkenburg, Bill Henry and David Brinkley.
For NBC Radio, narrators were Bryson
Rash, Ben Grauer and Miss Falkenburg.
NBC-TV circuits fed the picture live to the
Canadian Broadcasting Co.
MOUNT VERNON — WMIX Mount Ver-
non, 111., and cooperating hams have col-
lected and broadcast a series of taped Sput-
nik signals, showing changes from hour to
hour and day to day since the satellite was
launched Oct. 4. Chief Engineer Ed Howell
and radio amateur Bill Lance picked up
the news break from nonbroadcast facili-
ties Oct. 4, before media began playing
the story. They immediately set up monitor-
ing facilities and established an around-
the-clock monitor system with hams.
HARTFORD — A 16-year-old ham operator,
Beldon Morgan of Glastonbury, Conn.,
taped Sputnik signals Oct. 6 purely "for the
Newsworthy News Coverage by Radio and Tv
fun of it." But he happened to mention it
over his home wireless to a ham friend,
Bob Eaton, son of Tom Eaton, news direc-
tor of WTIC Hartford, Conn. Mr. Eaton
and son lost no time driving to Glastonbury
to pick up the recording and returned it to
WTIC for the first available newscast.
BOSTON — WBZ Boston covered the Rus-
sian satellite launching from the Interna-
tional Geophysical year angle, at the same
time taking part in an IGY sighting. The
Air Force used WBZ to send a signal which
activated three cameras as Sputnik passed
over the Cambridge Research Center. After
doing its part, WBZ broadcast interviews
with experts, who described the tri-cor-
nered photography.
WICHITA — A direct report of an early
naked-eye sighting of Sputnik over Alaska
went out over KFH Wichita, Kan. George
Doyle, station news director, telephoned
Dr. Gordon Little at the U. of Alaska
geophysical station near Fairbanks Oct. 7
for a recorded version of how his staff
tracked the man-made moon.
MOBILE — Two off-duty staffers of WALA-
TV Mobile, Ala., brought in the sound of
Sputnik on their home radio rigs and tele-
phoned WALA radio to put the signals on
the air. The local newspaper credited them
with being the first in Mobile to make radio
contact with the satellite.
PHILADELPHIA — The mobile reporting
unit of WFIL Philadelphia last week joined
a pre-dawn raid on a local narcotics ring. By
the time WFIL came on the air at 5:30 a.m.,
it was able to broadcast highlights direct
from the scene. When its sister outlet,
WFIL-TV, came on at 8 a.m., film was all
set to run on Breakfast Time.
PITTSBURGH — KDKA here set up a shop in
City Hall to monitor live negotiations of a
crippling transit strike and conducted on-
the-air news conferences with Mayor David
L. Lawrence and officials from both man-
agement and labor. The station said it pro-
vided the only first-hand coverage.
MILWAUKEE — The World Series may be
only a memory for most of the U. S., but not
for Milwaukee and WTMJ-AM-TV there,
which fed NBC Radio and NBC-TV plus
some 25 additional radio stations in the
U. S. and Canada. WTMJ-TV reported last
week mail is still arriving on its camera work
and other coverage. The Milwaukee station
had a 24-man crew at the ball part at 6:30
a.m. each morning of games while both sta-
tions originated numerous feature feeds in
addition to games. Locally, WTMJ-TV con-
sidered its biggest production problem that of
covering the return of the Braves the night
after the final game and used multiple film
crews to shoot five-minute "takes" in addi-
tion to a 45-minute live show.
WBBM Chicago followed up its coverage
Programming
is more
v-a-r-i-e-d
with the big
"P" SECTION
of the
SESAC
Transcribed
Library
• Polkas, obereks, czardas,
laendlers, rheinlanders and
mazurkas.
• Complete program notes.
• Saleable script service.
• All at its best at low monthly
fees.
Write, right now . . .
SESAC INC.
The Coliseum Tower
10 Columbus Circle
New York 19, N. Y.
Page 110 • October 21, 1957
Broadcasting
of the Braves' National League victory — a
feature that was re-broadcast by popular de-
mand— with a job on the World Series and
its aftermath, originating broadcasts in New
York and Milwaukee. As soon as John Car-
michael reported the final put-out of the
seventh game in New York, WBBM cut to
Milwaukee, where Hugh Hill proceeded with
the hometown celebration. The latter de-
scribed the festivities and interviewed a
cross-section of the participants. At 11:15
that night, he interviewed team luminaries
at Milwaukee's Billy Mitchell Field. WBBM,
the CBS affiliate for Chicago and Milwau-
kee, is contemplating boiling its coverage
down to a one-hour show to be presented
this winter.
WGN-AM-TV Chicago dispatched crews
to Milwaukee early on the day the Series
ended. Reports followed on both radio and
television as the Braves' plane landed and
as Milwaukeeans welcomed them home.
WESTINGHOUSE Broadcasting Co.
photographer John Kelly of WJZ-TV
Baltimore got up at dawn Oct. 12 and
filmed the Russian earth satellite
through special optical instrumentation
developed by Bendix Aviation Corp. in
Baltimore. The historic footage was
used as the basis of a half-hour show
originating at WBZ-TV Boston and
the Smithsonian Astrophysical Observ-
atory, Cambridge, Mass. WBZ-TV,
WJZ-TV, KYW-TV Cleveland,
KDKA-TV Pittsburgh and KPIX
(TV) San Francisco were linked for
two special broadcasts at 5 p.m. and
6:30. Then WBC made the films
available to networks and newsreels
services. Takers included NBC-TV,
CBS-TV, WPIX (TV) New York and
other stations throughout the country,
which got the film from UP-Movie-
tone News. Producer of the WBC show
was Chester F. Collier, WBZ-TV di-
rector of public affairs.
WOC-TV
Proved by 648,330 Pieces of
Program Mail received by this
Station During 6 full
Years of Telecasting . . .
IOWA
HliiSMH
LLINOIS
TOP FIGURE each county - Number Pieces of PROGRAM Mail Received during 1955 .
£ 2nd FIGURE each county - Number of Pieces of PROGRAM Mail per 1.000 Homes.
WOC-TV 39-COUNTY COVERAGE DATA -
This fabulous response . . .
91% of it to local live tele-
casts . . . began in 1950. That
year . . . WOC-TV's first full
year on the air . . . 33,845
pieces of program mail were
received; this mail came from 23
wa-Illinois counties — 237
cities and towns.
By 1955, this response jumped
to 149,215 pieces of program
mail received during a 12-month
period; it came from 39 Iowa-
Illinois counties — 513 cities
and towns in these counties.
Accompanying map shows
breakdown of this 1955 program
mail, proving WOC-TV's "Good
Picture" area.
WOC-TV Viewers are
responsive. They respond to
WOC-TV telecasts by mail.
More important, they respond
to advertising on WOC-TV by
purchases at retail outlets.
We have a million success
stories to prove it (well,
almost a million). Let your
nearest Peters, Griffin,
Woodward representative give
you the facts. Or call us direct.
Population
Families
Retail Sales
Effective buying Income
Source
Number TV Homes
Source
1,583,800
489,700
1,934,984,000
2,686,413,000
1957 Survey of Buying Income
(Sales Management)
317,902
Advertising Research
Foundation
WOC-TV Owned and Operated by Central Broadcasting Co.
Davenport, Iowa
The Quint-Cities Sta-
tion — Davenport
and Bettendorf in
Iowa; Rock Island,
Moline and East Mo-
line in Illinois.
1
WOC TV
Channel 6 •Maximum Power • Basic NBC
| Col. B. J. Palmer, President
[Ernest C. Sanders, Res. Mgr.
Mark Wodlinger Res. Sales
Manager
PETERS. GRIFFIN,
WOODWARD. INC.
EXCLUSIVE NATIONAL
REPRESENTATIVE
WOC-TV is part of Central Broadcasting Company which also owns and operates WH0-TV & WHO-Radio,
Des Moines
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHIO
STATION
0n the Air everywhere 24 hours a day— seven days a week
Broadcasting
IsYouit
BEST BUY
In The SCRANTON MARKET
STATIONS CONTINUED
5.2
Chart based on average
Pulse ratings for 12 quarter
hours . . . 6:00 to 9:00 AM
. . . November, 1956
Nliii
23
1.4
I
w
E
A B C D E all
OTHERS
For 27 years, Scranton's top
salesman, Bill Pierce dom-
inates the audience in eight
Pennsylvania counties served
by WEJL.
fift&MEEKER
~=^^t fjjjj fttrantxm
CCA In Atlanta
Successful Beyond
Fondest Hopes
"I wanted you to know how very,
very pleased we are with the results
of our CCA Campaign," writes
George Oliviere, Ex-
ecutive Director of
WGST in Atlanta,
Ga.
In his letter to
John C. Gilmore,
Vice President of
Community Club
Awards, Oliviere
says, "The success
was beyond our
fondest expecta-
tions.
"You can always count on us to
get behind CCA in the rich Atlanta
market."
GEORGE OLIVIERE
COMMUNITY CLUB
AWARDS
THE PENT HOUSE
527 Madison Avenue
New York 22, N. Y.
Phone: PLaza 3-2842
WVIP Set to Begin Operation
With 3-Hour Benefit Ceremony
WVIP Mount Kisco, N. Y., is scheduled
to go on the air Sunday (Oct. 27) (1 kw
daytime on 1310 kc), with a three-hour
benefit for the Northern Westchester Hos-
pital building fund drive. Among those
scheduled to appear on the station's in-
augural broadcast will be Bennett Cerf,
Jackie Robinson, Quentin Reynolds, Allen
Jackson, Walter Abel, Gusty Huber,
Guerney Williams, Merv Griffin and Richard
Goldman.
Principal owners of WVIP are Monroe
OTlyn, a Mount Kisco real estate developer,
and Martin Stone, New York radio and
television producer. Both live in nearby
Pound Ridge.
General manager of the station is Nicholas
A. Andrews, formerly manager of WNRC
New Rochelle. Program director is Winston
Sharpies, eastern musical director of Para-
mount Pictures Corp. and first vice presi-
dent of Composers and Lyricists Guild of
America. News director is Richard K. Doan,
former program director of WCBS-TV New
York. Program manager is Ed Robbins,
formerly with WKNB Hartford, and chief
engineer is Ernest D. Machanic, previously
with WCOJ Coatesville, Pa.
WJHP-TV to Go Off Air
WJHP-TV Jacksonville, Fla., will go off
the air this Friday, according to an an-
nouncement last week by John H. Perry Jr.,
president of the Jacksonville Journal Co.,
operator of the uhf station. WJHP-TV op-
erates on ch. 36 and lost its NBC affiliation
to a new vhf outlet in Jacksonville, WFGA-
TV, ch. 12, last month.
REPRESENTATIVE APPOINTMENTS
KPOP Los Angeles appoints Meeker & Co.,
same city, as sales representative in S. F.
and Pacific Northwest.
WGRC Louisville, Ky., appoints Weed &
Co., N. Y.
WWHG-AM-FM Hornell, N. Y., appoints
William G. Rambeau Co.
WSIX-AM-TV Nashville, Tenn., appoints
H-R Representatives.
REPRESENTATIVE SHORT
Broadcast Time Sales, N. Y., has announced
opening of its eighth office at 101 Marietta
St. Bldg., Atlanta. Sam Brownstein, for-
merly associated with WWCA Gary, Ind.,
and KOMU-TV Columbia, Mo., has been
appointed sales manager for company's
southeastern district and will be in charge
of Atlanta office.
STATION SHORTS
WILY Pittsburgh has changed call letters
to WEEP.
WCNY-TV Watertown, N. Y., announces
Class A one-hour rate increased to $250,
which was effective Sept. 30. Other classifi-
cation of time increased proportionately.
Contracts signed prior to effective date pro-
ASHLEY ROBISON (1), president of
KOVO Provo, Utah, and P. R. Banta,
president of Streets Electronics Inc.,
sign the agreement to sell KGEO-TV
Enid, Okla. [At Deadline, Oct. 14],
for around $2 million to Mr. Robison
and Louis E. Caster, president of
WREX-TV Rockford, 111. (latter being
sold to Bob Hope and associates).
Selling stockholders of KGEO-TV are
P. R. and L. D. Banta, 41%; George
Streets, 13.1%, and others. Mr. Robi-
son, in addition to his KOVO holding,
is president of XEAC Tijuana, Mex.,
and vice president of Continental Tele-
vision Inc., which is buying WREX-
TV for $2.85 million. Both sales await
FCC approval.
tected until March 30 or to termination of
contract, whichever is closer.
KYNO Fresno, Calif., has announced dis-
continuation of affiliation with Mutual-Don
Lee Broadcasting System and it became in-
dependent station on Oct. 15.
KRAK Sacramento, Calif., has announced
opening of studios and offices in Hotel Sen-
ator, same city. Station also reported estab-
lishment of business office and news bureau
in Modesto, Calif.
WLYN Lynn, Mass., announces move of
offices and studios to 156 Broad St.
WBLA Elizabethtown, N. C, announces in-
crease of power to 1 kw 1440 kc.
Radio Hawaii Inc. announces that KIPA
Hilo was linked with KPOA in Inter-Island
Network effective Oct. 14.
3 MILLION
Montana visitors will have
their car radios tuned
to KGVO
MISSOULA, MONT.
plus all Western Montana
•
affiliated with KMSO-TV
MOSBY'S INC.
Page 112 • October 21, 1957
Broadcasting
Portable Remote Amplifier
COMPACT!
LIGHTWEIGHT!
CONVENIENT!
Take the BN-6A with you to the ball park, the
boxing bouts, and enjoy new convenience and
performance! Also ideal for use in department
store promotions, parades and other remotes.
Designed and functionally styled especially for
remote radio and television use, this amplifier is
fully transistorized and the lightest equipment of its type, weighing
only 15 pounds. Completely self-contained for either battery or AC
power operation, it assures amplification and control facilities needed
for high quality transmission to studio via telephone lines.
The BN-6A provides four separate input channels that can be
operated either single ended or balanced. It is capable of greater
output level with less distortion. This provides for normal level with
ample reserve. Cueing and monitoring facilities are included, and
plug-in transformers are used for balanced operation. Comes com-
plete with portable carrying case, equipped with carrying handle
adjustable for stacking.
Ask your Broadcast Representative for com-
plete information about this advanced Am-
plifier. In Canada: write RCA VICTOR
Company Limited, Montreal
Tmk(s) ®
These wanted
Features !
• All controls located on front panel, in-
cluding illuminated VU meter, mixer
controls, master control, phone jack, cue
switch and power switch.
• Long-life Mercury batteries.
• Alternate germanium rectifier power
supply.
• High-level mixing — four separate
channels.
• New RCA Type 2N1 75 low-noise tran-
sistors which serve as input amplifiers.
• Amplified cue signal from studio.
• Functionally styled package.
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT • CAMDEN, N. J.
INTERNATIONAL
SIAM RADIO GOES YANKEE STYLE
Pleng Pa Chok means Musical Jackpot in
Siamese. To Colgate-Palmolive Co. it also
means plenty of sales, by way of its cash
giveaway show on an aggressive Bangkok
station, HS1JS. Sales are gauged by a
weekly return of 50,000 Fab-Colgate box-
tops, reported by Karoon Kengradomying,
popular host of Pleng Pa Chok.
Broadcasting in Thailand is a burgeoning
industry that, after a staid beginning along
British lines, lately has assumed a free-swing-
ing, American look.
Listeners evidently like the Yankee style.
They have bought nearly a million sets,
giving Thailand a leading position in per-
capita radio ownership in Southeast Asia
and the Far East. (Population of the 225,-
OOO-sq.-mi. country approximates 22 mil-
lion.)
Twenty-five stations in the capital city
alone (the U. S. capital has 16 ams) broad-
cast from dawn until nearly midnight on
medium and shortwave to 10 million po-
tential listeners across the land. The country
has a total of 32 radio stations.
Over the past 10 years electronic sophis-
tication has come to Thailand, and now sta-
tions are programming to selected audiences,
high, middle and low brows. Music-and-
news outlets offer Thai and Tin Pan Alley
fare. Others feature dramatic shows (soap
opera, traditional Ramayana plays), public
affairs shows and official government an-
nouncements. "Good music" fans can tune
in Western classical and semi-classical bills.
Farmers hear local dialects, local news,
songs and personalities on low-power, pro-
vincial stations. Three Chinese dialects and
English can all be heard. Mobile news-spe-
cial events units are a vital part of the scene
in city and country.
With so much attention given to every
radio taste, prime time is at a premium in
Thailand. Everybody in broadcasting has
more than enough to do, and little time goes
begging, observers report. National adver-
tisers are coming from Madison Avenue
and the marts of Europe. Agencies have set
up shop in Bangkok and are putting priority
on radio in their media plans. One of these,
Grant Adv., on behalf of Colgate-Palm-
olive International, studied the rural market
and bought up to 10 spots a day on local
stations for Fab and Colgate. Other re-
searchers have gone into the kingdom and
come out with reports on the surging econ-
omy there.
But the enterprising radio scene in Siam
has an anomalous setting. Stations are run
by government agencies, not individuals; yet
their competition with each other is earnest.
The new look in Siamese broadcasting
over the last decade is attributed to a young
crop of staffers, with key spots filled by U. S.-
educated personnel. One of these is Col.
Kengradomying, whose job as host of Pleng
Pa Chok is only one facet of his career as an
officer in the Royal Thai Army and man-
ager of HS1JS, the Army Signal Station,
which belies its name with a music-news
schedule. Mr. Kengradomying's station airs
American pop tunes practically as fast as
Tin Pan Alley grinds them out, according
to Ivan Izenberg, who is Far East executive
producer for the Voice of America and
was an observer on the Thai scene while
with the U. S. Information Agency.
Steadily increasing listenership in the
country has resulted not only from vigorous
station operation but from heavy receiver
promotion as well, it is reported. Radio sets
come to Siam from Holland, Great Britain,
Germany and Japan, and manufacturers
show their confidence in the medium by
using it for their own advertising.
Although there are no networks in Thai-
land, most stations deliver a nationwide
audience to advertisers by adding shortwave
to standard transmissions to carry the signal
across the country.
Since only one television station is on the
air, the television story still is to be told in
Thailand. Meanwhile, the Pleng Pa Chok
jackpot is overflowing, and the radio curve
continues upward, as stations plow profits
back into the business.
Goa Radio Names Menezes Rep,
Announces Expanded Coverage
Cosme Matias Menezes, Nova-Goa, Por-
tuguese India, has announced his appoint-
ment as representative of the Commercial
Service of Radio Goa.
The government-owned station, accord-
ing to Mr. Menezes, has ordered a 50-kw
and two 25-kw transmitters from N. V.
Philips of Holland and plans to have them
in operation by the first of the year. The new
equipment will extend Radio Goa coverage
through India, Pakistan, the Middle East,
Persian Gulf, Far East and East and South
Africa, Mr. Menezes states.
Rates start at 1,200 rupees for 12 words
and go up to 6,200 rupees for five minutes,
with volume discounts up to 800 rupees for
12 words, 312 times, and 4,200 rupees for
five minutes, 312 times. A rupee is about
eighteen cents in American currency.
Canadian Radio Sales Up, Tv Down
Radio receiver sales continued to increase
while tv set sales dropped in Canada dur-
ing the first eight months of 1957, according
to figures released by the Radio-Electronics-
Tv Mfrs. Assn. of Canada. Radio receiver
sales in the January-August period totaled
333,960, compared to 321,729 for the same
period last year. Television receiver sales
in the period totaled 233,238 this year as
against 376,882 in the 1956 period.
Ontario accounted for a third of tv set
sales with 89,592 in the January-August
1957 period, while viewers in Quebec prov-
ince purchased 65,502 sets. Ontario listeners
bought almost half the radio sets sold in the
period, accounting for 152,637 sets while lis-
teners in Quebec bought 77,412 sets.
a great new Joplin
ft
\ ^ m
-A L
created for you by
KODE-TV
136,547 TV HOMES* IN THE JOPLIN MARKET
Larger than Duluth, Phoenix, Ft. Wayne
$776,919,000 Buying Income; 669,800 Total Population
*NOW 28% HIGHER TOWER — HIGHEST IN 4-STATE COVERAGE AREA um **
•NOW 29% MORE POWER — 71,000 WATTS MORE THAN
ANY OTHER STATION IN THE AREA
•NOW COVERS 136,547 TV HOMES IN JOPLIN *
MARKET— AN ALL-TIME HIGH
* Television Magazine Set Count, July, 1957
You'll have more luck with KODE-TV- JOPLIN, MO.
» KODE-TV
JOPLIN
316,000 WATTS Designed Power w /
101 miles Northeast of Tulsa • 150 miles South of Kansas City
203 miles East of Wichita • 250 miles Southwest of St. Louis
Harry D. Burke, V. P. & Gen'l Mgr.
Represented by AVERY-KNODEL
A Member of the Friendly Group • KODE, KODE-TV, Joplin • WSTV, WSTV-TV, Steubenville • WPAR, Parkersburg
. WBOY, WBOY-TV Clarksburg . WPIT Pittsburgh
Page 114 • October 21, 1957
Broadcasting
nnouncement
THE BROADCASTERS CLUB
OF WASHINGTON, D. C.
will open its NEW QUARTERS at 1737 DeSales St., N. W., Opposite the Mayflower
Hotel, on or before January First, 1958.
•This is a private, limited membership, non-profit organization. Food and beverage
service at luncheon and dinner by the famed
COLONY RESTAURANT.
SPECIAL CLUB MENU.
A limited number of charter resident and non-resident memberships is available. Mem-
bership applications are subject to approval of the Club Membership Committee.
For further information, contact Leonard H. Marks, 3 I 7 Cafritz Bldg., Washington, D. C.
or Howard Lane, Non-Resident Membership Chairman, KOIN-TV, Portland, Oregon.
Mr. Marks, Chairman
J. E. Baudino
J. W. Blackburn
Thad H. Brown, Jr.
Everett L. Dillard
Harold E. Fellows
Earl H. Gammons
Members of the Organization Committee
John S. Hayes
Fred S. Houwink
Theodore Koop
Maury Long
John F. Meagher
Neville Miller
Joseph H. Ream
Robert K. Richards
F. M. Russell
James D. Secrest
James W. Seiler
Carlton D. Smith
George O. Sutton
Ben Strouse
Sol Taishoff
Broadcasting
October 21, 1957 • Page 115
Workmen weld the giant reactor container (foreground) and construct the power building (background) at the Dresden, 111.,
atomic-electric plant, a project of Commonwealth Edison Company, 6 other electric companies and their equipment makers.
New power plants to produce electricit
These photographs show various stages in the
development of some of the exciting new atomic-
electric power plant projects.
These three, and others like them, are being
developed by a number of independent electric
light and power companies and their equipment
manufacturers, and with the cooperation of the
U. S. Atomic Energy Commission.
Such pioneering plants will produce electricity
for thousands of homes, farms and businesses. And
more than that, they will help develop a whole
new science. Building and operating them will
provide the knowledge and experience for even
more efficient atomic-electric plants in the future.
The independent electric light and power com-
panies have helped bring this nation the best and
most up-to-date electric service in the world. You
can count on them to help develop the best ways
to put the atom to work making electricity for
the American people.
America's Independer
The new atomic reactor (left) and electric gener-
ator building (right) at a developmental atomic-
electric plant near Pleasanton, Calif. The reactor
was built by the General Electric Company; the
power plant by the Pacific Gas & Electric Company.
rom the atom
Engineers inspect a compli-
cated atomic fuel assembly —
the kind being built for the
Yankee Atomic Electric plant
at Rowe, Mass. Twelve New
England electric companies, a
number of equipment makers
and the AEC are working to-
gether on this project.
lectric Light and Power Companies
*
* Company names on request through this magazine.
INTERNATIONAL continued
CBS French-Language Tv Network
Almost Sold Out for Fall Season
The French-language television network
of the Canadian Broadcasting Corp. in the
province of Quebec has been sold out to
national advertisers six nights a week this
fall, and most of Sunday evening time has
been sold. Advertisers on the French-
language tv network include breweries,
which are allowed to advertise on radio and
tv only in Quebec province.
Commercial tv programs start each eve-
ning at 7:30, and continue to 10:30 most
evenings, and two evenings to 11:30. Pro-
grams are almost all live because of the
shortage of French-language films.
Among advertisers, with agencies placing their
accounts in parentheses, are Sterling Drugs Ca-
nadian Ltd., Windsor, Ont. (Dancer-Fitzgerald-
Sample, Toronto); Wildroot Ltd., Fort Erie, Ont.,
(A. J. Denne & Co. Ltd., Toronto); Noxzema
Chemical Co. of Canada Ltd., Toronto (Young &
Kubicam, Toronto); Campbell Soup Co. Ltd., New
Toronto, Ont. (Cockfield, Brown & Co., Toronto);
Lever Bros. Ltd., Toronto (Foote, Cone & Belding
Canada Ltd., and J. Walter Thompson Co. Ltd.,
Toronto).
Molson's Brewery Ltd., Montreal (Cockfield,
Brown & Co., Montreal); General Motors of
Canada Ltd., Oshawa, Ont. (MacLaren Adv. Ltd.,
Toronto); Colgate Palmolive Ltd., Toronto (Grant
Adv. of Canada, Toronto); S. C. Johnson Co. Ltd.,
Brantford, Ont. (Collyer Adv. Ltd., Montreal);
Max Factor Co. Ltd., Toronto (Locke, Johnson &
Co., Toronto); General Foods Ltd., Toronto, and
Adams Brand Sales Ltd., Toronto (Baker Adv.
Ltd., Toronto).
Standard Brands Ltd., Montreal (MacLaren
Adv. Ltd., Montreal); Canadian General Electric
Co. Ltd., Toronto (MacLaren Adv. Ltd., Toronto) ;
Robin Hood Flour Mills Ltd., Montreal, and
Thomas J. Lipton Co. Ltd., (Young & Rubicam
Ltd., Montreal); Prudential Insurance of America,
Toronto (Foster Adv. Co. Ltd., Montreal); Success
Wax Ltd., Montreal (Schneider-Cardon Ltd.,
Montreal).
Pepsi-Cola of Canada Ltd., Toronto (Kenyon
& Eckhardt, Montreal); H. F. Ritchie Ltd.,
Toronto (Atherton & Currier Ltd., Toronto);
Procter & Gamble of Canada Ltd., Toronto
(Young & Rubicam Ltd., and F. H. Hayhurst Co.,
Montreal) ; Imperial Tobacco Co. Ltd., Montreal
(McKim Adv. Ltd., Montreal): Dow Brewery Ltd.,
Montreal (Vickers & Benson Ltd., Montreal); H.
J. Heinz of Canada Ltd., Leamington, Ont. (Mac-
Laren Adv. Ltd., Toronto); Salada-Shirriff -Horsey
Ltd., Toronto (McKim Adv. Ltd., Toronto).
J. Rene Ouimet Ltd., Montreal (Walsh Adv.
Co., Montreal); Coca-Cola Ltd., Toronto, and
Catelli Foods Ltd., Montreal (McCann-Erickson
Ltd., Montreal); Nestle Canada Ltd., Toronto (F.
H. Hayhurst & Co., Toronto); Aspro Nicholas
Ltd., Toronto (Albert Jarvis Ltd., Toronto);
Oland's Brewery Ltd., Montreal (James Lovick
Agency, Montreal); Kraft Foods Ltd., Montreal
(J. Walter Thompson Ltd., Montreal).
Lowney's Ltd., Montreal (Foster Adv. Ltd.,
Montreal) ; Canadian Industries Ltd., Montreal
(Needham, Louis & Brorby, Toronto, and Ronalds
Adv. Agency, Montreal); Security Windows Corp.,
Montreal (Schneider-Cardon Ltd., Montreal); W.
H. Schwartz & Son Ltd., Halifax (Bennett &
Northraup Inc., Halifax, N. S.); W. F. Young
Inc., Springfield, Mass. (J. Walter Thompson Ltd.,
Montreal ) .
Opera Diamond Ltd., Toronto (Albert Jarvis
Ltd., Toronto); MacMillan & Bloedel Ltd., Van-
couver (Cockfield, Brown & Co., Montreal); Rem-
ington Rand Co. Ltd., Toronto (Cockfield, Brown
& Co., Toronto) ; Imperial Oil Ltd., Toronto
(MacLaren Adv. Ltd., Toronto), and Singer Sew-
ing Machine Co. Ltd., Toronto (Young & Rubi-
cam Ltd., Toronto).
Lewis Re-elected IARW Head
Dorothy Lewis, liaison officer, section for
non-governmental organizations, department
of public information, United Nations, was-
re-elected president of the International
Assn. of Radio Women at the group's eighth
annual conference in Paris.
Women from 23 countries reportedly
were represented at the conference Sept. 26-
Oct. 1. A highlight of the meeting was an
address by NATO Secretary General Paul
Henri Spaak.
<
Kick-Off Your Fall Campaign with the
TWO MOST POW£#Wl W&TPOAR
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If you'd like to play ball with the cKamps this Fall join up with Detroit's
Most Powerful team. You get greater coverage for the most reasonable
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|P i. B. Compeoo, Pies.
Page 118 • October 21, 1957
ABROAD IN BRIEF
SLUGGISH SWISS SCENE: Non-commercial
television in Switzerland is moving ahead
slowly compared with other European areas,
according to latest Swiss statistics. Regis-
tered sets totaled 27,887 on Oct. 1, against
27,337 on Sept. 1.
EUROPEAN BROADCASTERS MEET: Dele-
gates of 13 European national broadcasting
organizations met in Taormina, Sicily, for
a regular session of Union Europeenne de
Radiodiffusione. UER, or European Broad-
casting Union, is the international organiza-
tion which serves as the framework for dis-
cussion of common problems, program ex-
change and frequency reporting. The Taor-
mina conference discussed coordination of
programs and program exchange.
The Eurovision working committee re-
ported "successful" Eurovision tv hookups
and decided to take further steps to improve
technical and program quality of Eurovi-
sion. Plans call for addition of more general
entertainment and sports programs to Euro-
vision hookups.
Conference delegates voted another two-
year term for Marcel Besenzon as president
of the international program committee. Mr.
Besenzon is director general of the Swiss
Broadcasting Service. Vice presidents rep-
resent Radiodiffusion Francaise, Paris, and
BBC, London. Observers from the U. S.,
Canada, Australia, Egypt and Israel attend-
ed the conference.
MOSCOW MOON SHOW: Moscow Radio
in its English broadcasts is reported as offer-
ing prizes for information about the Russian
earth satellite. Listeners are asked to submit
data and tapes of signals from the satellite,
to describe sightings of Sputnik and to write
articles, essays or short stories about the
Red moon. Prizes were not named.
JAPAN JACKS UP SIGNAL: The Japan
Broadcasting Corp. has announced it is
building a series of small relay television
stations throughout the country to extend
city signals to mountainous terrain. The an-
nouncement said more than 100 districts at
present cannot get signals from city stations.
INTERNATIONAL SHORTS
International Telephone & Telegraph has
announced organization of new subsidary,
IT&T Electronics Service Co. of Canada
Ltd., Montreal. Company will provide serv-
ices including installation, operation and
maintenance of telecommunications and
electronic equipment such as microwave
links and radar networks. J. T. Robertson,
telephone and radio operating department of
IT&T, N. Y., will head Canadian company.
Alford R. Poyntz Adv. Ltd., Toronto, after
operating without profit for five years, de-
clared bankruptcy early in October. Agency
reportedly showed liabilities of $130,000 and
assets of only $2,000. Billings this year
totalled $380,000, approximately same as
last year. Agency was formed in 1940 and
had 29 Toronto accounts. Company had
branch offices at Winnipeg and Montreal.
Broadcasting
Joan Davis on the set of "1 Married Joan,"
produced by P. J. Wolfson and appearing
on NBC. Three Mitchell 35mm BNC cameras
are used on this top TV show, which is in
its 2nd year. Jim Backus plays the male lead.
Dennis Day, star of "The Dennis Day Show,"
a top-rated NBC program. Originally "live,"
this series is in its second year, and is now
produced on film by Denmac Productions,
using a Mitchell 35mm BNC camera.
On the set of "I Love Lucy," starring LucilU Ball and Dm?
Arnaz. The /nation's Number 1 TV show for 1951, 1952 m4
1953 is a pioneer of the technique of filming its program m •
live show "with audience. Desilu Productions use* three Mitt he!
^^^JA*-M"*3'5mm BNC cameras in filming "I Love Lucy."
TO FUJI
B B B
It takes more than just a good script to insure the success
of a top-rated network program. The on-stage performances of
the stars and supporting cast must be outstanding,
carefully timed, superbly directed. And the camera must
perform flawlessly in its vital role of recreating the
superior quality of the show for millions of TV viewers.
Mitchell cameras— internationally famous— provide the
matchless photographic performances so necessary to the
successful making of the finest theater quality films.
That is why, wherever top quality filming is the foremost
consideration, Mitchell Cameras are to be found . . .
bringing success into focus.
MITCHELL The only truly Professional Motion Picture Camera
666 West Harvard Street • Glendaie 4, Calif. • Cable Address: MITCAMCO
85% of the professional motion pictures shown throughout the world are filmed with a Mitchell
Broadcasting
October 27, 1957 • Page 119
PEOPLE
ADVERTISERS & AGENCIES m
A WEEKLY REPORT OF FATES AND FORTUNES
Erwin B. Needles, director of tv sales,
WNBC (TV) New Britain, to Julian Gross
& Assoc. Adv., Hartford, both Conn., as
partner and vice president-general manager
in charge of agency operations.
Robert A. Gibney Jr., vice president of J.
C. Bull Inc., N. Y., elected director. Allan
J. Hall, account executive, named vice pres-
ident.
Lee Rich, vice president and associate media
director, Benton & Bowles, N. Y., appointed
director of media.
John F. Brooks, account executive, Need-
ham, Louis & Brorby, N. Y., and Richard
E. Owen, associate art director, elected vice
presidents.
C. Stuart Siebert, vice president, Kenyon &
Eckhardt, Chicago, named to handle all
publicity activities for that office in addition
to his duties as senior account executive.
Arnold M. Combrinck-Graham Jr., vice
president and former account executive,
named account supervisor in Kenyon &
Eckhardt's Chicago office. He has been with
agency since March 1956.
M. B. Silverman, Russel M. Seeds Adv.,
Chicago, to Rutledge & Lilienfeld Inc., same
city, as account executive.
York and Grant Adv., to J. R. Pershall Co.,
Chicago, as merchandising account execu-
tive.
William B. Goodrich, assistant to vice presi-
dent in charge of radio-tv, MacFarland,
Aveyard & Co., Chicago, appointed assistant
account evecutive on Drewrys Ltd. account.
Beverly L. Smith, account executive, Ken-
yon & Eckhardt, N. Y., to N. W. Ayer &
Son, same city, as service representative.
Edward M. Marker, vice president and group
head, Fuller & Smith & Ross, Cleveland,
Ohio, to Griswold-Eshleman Co., same city,
as group head.
Lawrence O'Neill, Frank Martello and
Joseph P. Franklin, supervisors at Kenyon
& Eckhardt, N. Y., transferred to agency's
Chicago office in charge of radio-tv pro-
grams, radio-tv commercial production and
research, respectively.
L. M. McAlvany, regional manager, Dallas
division of American Bakeries Co., named
assistant to president in charge of sales,
merchandising and advertising. He is suc-
ceeded by Guy J. Gibbs, company's Houston
bakery manager.
Robert A. Davis, cheese products advertis-
ing manager, Kraft Foods Co., Chicago,
named general advertising manager, suc-
ceeding Tad Jeffery, resigned.
Morgan Ryan, formerly with ABC New John C. Pollock, field zone manager in
WKRG-TV LEADS THREE WAYS
No matter how you measure it, WKRG-TV is number one by a large margin
in this Billion-Dollar Market. „
NIELSEN
Report number two shows WKRG-TV
leading in every dept. . . . covering
33 to 26 counties for Sta. "X", with
45,000 extra homes in Ch. 5's area.
A. R. B.
(Feb. '57) WKRG-TV leads 281 to
1 50 in measured quarter-hour seg-
ments. At night, the lead is 1 39 to 59 !
'•lot.- eee l*o*»*
PULSE
HERE'S THE BILLION-PLUS MARKET
Within the area of WKRG-TV's measurable audience lies 1,258,000
people . . 336,000 families . . Cons. Spendable Income, $1,467,000,000
and Tot. Ret. Sales of $1,060,054,000 (latest published SRDS figures).
Here is the Coverage-Bonus WKRG-TV gives you in Big, Billion-Dollar
Mobile :
Total
Population
Families
C.S.I.
T.R.S.
WKRG-
TV
1,258,000
336,000
$1,467,000,000
$1,060,000,000
Station
"X"
1,087,000
290,000
1,316,000,000
954,000,000
WKRG-
•TV Bonus
161,000
46,000
$ 151,000,000
$ 106,000,000
northern and eastern Texas for Dr. Pepper
Co. (soft drinks), Dallas, named sales promo-
tion manager.
Doris Boyd, formerly with The Katz Agency
and CBS Radio Spot Sales, both Chicago, to
Gordon Best Co., same city, as radio-tv
traffic manager.
William H. Marlin promoted to production
manager at Monroe F. Dreher Inc., N. Y.
Mort Reiner, formerly chief timebuyer at
Product Services Inc., N. Y., to Glamorene
Inc. (carpet cleaning solution), Clifton, N. J.,
as radio-tv director.
Steve Gardner, account executive, Dan B.
Miner Co., L. A., to George Patton Adv.,
Hollywood, as tv-radio director.
Harry Smith, account executive, Parker
Adv. Inc., Saginaw, Mich., named public
relations director.
Louis J. Nelson, media director, Geoffrey
Wade Adv., Chicago, named marketing di-
rector and also will supervise research and
merchandising departments. He is succeeded
by David S. Williams, timebuyer and as-
sistant media director.
Shirley Coleman, for past five years free
lance art consultant in New York and pre-
viously art director of Young & Rubicam,
L. A., and L. C. Cole Co., S. F., to Ander-
son-McConnell Adv., L. A., as art director.
Martin Slattery, Young & Rubicam, N. Y.,
to Compton Adv., same city, as tv producer.
Helen A. Grabo, home economist, T. R.
Sills & Co., N. Y., to Kenyon & Eckhardt,
same city, as assistant home economist.
Robert H. Gannon, formerly member of
public relation staff of Leo Burnett Co., to
Daniel J. Edelman & Assoc. (public rela-
tions firm), N. Y., editorial staff.
Jon Franklin Byk, manager of sausage sales,
Kingan Co., Indianapolis, to Glenn Adv.,
L. A., merchandising and marketing depart-
ment.
Jack Knights, formerly with J. Walter
Thompson Co., Sydney, Australia, to N. W.,
Ayer & Son, Philadelphia. Harry M. Oram,
production department, to copy department
and Robert F. Nelson moves from Chicago
copy department to Philadelphia copy de-
partment.
FILM • • • • i
■< William E. Lane, pro-
duction manager, Haig &
Patterson, Detroit, to
Video Films, same city,
in similar capacity. Mr.
Lane was associated with
Video Films as production
manager from 1954-56.
Stanton Webb, vice president in charge of
sales for Paper-Mate Co., Chicago, to Jerry
Fairbanks Productions of California, Holly-
wood, as director of sales.
Mike Casey, tv director, Erwin, Wasey,
Ruthrauff & Ryan, N. Y., to Rick Spalla
Productions, Hollywood, as account ex-
ecutive.
i cbs wlcrg-tv
Page 120 • October 21, 1957
Broadcasting
NETWORKS : •
Stephen C. Riddleberg-
er, formerly administra-
tive vice president of ABC
Radio Network Inc., elect-
ed vice president and
comptroller of American
Broadcasting Co. division
of American Broadcasting-
Paramount Theatres and assistant treasurer
of AB-PT. Mr. Riddleberger, who has been
with ABC since 1952, will report to financial
vice president of AB-PT.
Mark D. Riley, manager of national ac-
counts division of Hearst Advertising Serv-
ice for past 15 years, to ABC-TV Chicago
sales department as account executive.
James A. Stabile, man-
ager of talent negotiations.
NBC, promoted to direc-
tor of talent and program
contract administration.
Mr. Stabile joined NBC in
February. He previously
was vice president and
general counsel for ABC and before that with
William Morris Agency.
William A. Gorman, western sales manager
for RKO Television, and Charles E. Max-
well, senior national account executive in
Radio Advertising Bureau national sales
development department, join CBS Radio
sales staff in New York.
Dottie Larsen appointed script supervisor
of Date With the Angels, Plymouth spon-
sored series on ABC-TV.
Bill Nimme has succeeded Keefe Brasselle
as m.c. of ABC-TV's Keep It in the Family
which debuted Oct. 12 (Sat. 7:30-8 p.m.
EDT).
Emanuel Sacks, vice president of program-
ming, NBC, named chairman of amusement
division for 1958 fund drive of greater New
York councils, Boy Scouts of America.
Lee Goldenson, 80, father of Leonard H.
Goldenson, president of American Broad-
casting-Paramount Theatres, died Oct. 13
at Cedars of Lebanon Hospital, Hollywood,
after long illness.
STATIONS
King Mitchell, commercial manager, KOMO
Seattle, Wash., to Bellevue Broadcasters as
general manager of group's KFKF Bellevue,
KPEG Spokane, both Washington, and
KBEV Portland, Ore.
Ted Wolf, general manager, KWG Stock-
ton, to KFIV (formerly KMOD) Modesto,
both Calif., in similar capacity.
Arthur H. Barnes, account executive, Carl
Nelson & Assoc., to WISN-AM-TV Mil-
waukee as director of promotion and pub-
licity. Mr. Barnes was associated with Hole-
proof Hosiery Co. as assistant advertising-
sales promotion manager and with Miller
Brewing Co.'s merchandising division before
joining Nelson.
Roland Kay, formerly sales manager, KCBS
San Francisco, to KERO-TV Bakersfield,
Calif., in similar capacity, succeeding Ed
Urner, resigned to devote time to planning
and construction of new Bakersfield radio
outlet.
George Morris named national sales man-
ager of WSIX-AM-TV Nashville, Tenn.
Jim Carroll, sales manager, KYNO Fresno,
Calif., promoted to station manager.
Glenn W. White named manager of KNAC-
TV Fort Smith, Ark., succeeding Dick
Campbell, resigned.
Fred Eichorn, program assistant and host
of Telescope, KGW-TV Portland, Ore.,
named KGW-AM-TV merchandising man-
ager. Bob Franklin, national sales-service
manager, KGW, named program director.
Barbara Chandler named WCHS-TV
Charleston, W. Va., traffic manager, suc-
ceeding Greta Williams, resigned. Gloria
Best and Barbara Williams to WCHS-TV
and WCHS continuity departments, respec-
tively.
Allen Sanderson, chief facilities engineer,
WWJ-TV Detroit, named chief tv studio
engineer, succeeding Russell P. Williams
who joins Ampex Corp., Redwood City,
Calif., as central district sales manager.
-< Larry Monroe, director
of programming personnel
for McLendon Investment
Corp. (KLIF Dallas,
KTSA San Antonio and
KILT Houston, all Texas),
to Public Radio Corp. of
Houston (KIOA Des
Moines, Iowa, and KAKC Tulsa, Okla.) as
director of programming. Mr. Monroe will
headquarter in Des Moines.
William D. Gibbs, film director, KNTV
(TV) San Jose, Calif., to program director.
Fred Naglestad, WOW-TV Omaha, Neb.,
to WCPO-TV Cincinnati, Ohio, as program
director. John Clark, production manager,
takes on additional duties as program-pro-
duction manager.
Jordan M. Kaplan, announcer-copywriter,
WATR-TV Waterbury, Conn., named pro-
gram director of WATR.
Freeman Hover, news director, KCSR Chad-
ron, Neb., named program director, and
Clifford Pike, KRVN Lexington, Neb.,
joins KCSR affiliate KWYR Winner, S. D.,
in similar capacity. Ben Calderone, WLSH
Lansford, Pa., to KCSR as news director-
announcer, and Duane Shupe, salesman in
KCSR Hay Springs, Neb., office, transfers
to Chadron.
...its words
to the wise
are sufficient
"I have been using
TelePrompTer equip-
ment for the past three
and a half years, and
have found it eminently
satisfactory in every
way".
Mr. John Harrington
Newscaster and Sporiscaster
WBBM-TV
Chicago, Illinois
The television industry is rapidly
learning that the greatest TV tal-
ents in the world are consistently
greater with TelePrompTer.
,]LIElplJ$©MIplIkm
—11 CORPORATION — —
Jim Blair, Equip. Sales Mgr.
311 West 43rd Street, New York 36, N. Y., JUdson 2-3B00
Have you seen the "ultimate" in rear screen projection?
It's the newTelePro 6000!
Broadcasting
October 21, 1957 • Page 121
PEOPLE CONTINUED
McCarthy gets bell
Despite the fact that Baltimore &
Ohio locomotive No. 5303 has been
sold for scrap, its bell is still heard by
WCPO Cincinnati, Ohio, listeners. For
the past seven years newscaster Tom
McCarthy has broadcast his early
morning show from his farm and,
apart from cattle, chicken and other
farm noises, he has called attention
to the "music" of passing train
whistles. To show their appreciation
to Mr. McCarthy for telling "thou-
sands of listeners about B&O," execu-
tives of the railroad decided to pre-
sent him with the heavy bronze bell
from one of the fast disappearing
steam engines. So, every morning the
bell from No. 5303 rings out again.
Jon A. Holiday, formerly news director,
KXLR Little Rock, Ark., to WIST Charlotte,
N. C, as program director.
J. Edward Hill, account executive, WFBL
Syracuse, N. Y., named merchandising and
promotion director.
Mel Kampe, promotion manager, WMAY
Springfield, 111., to WTVJ (TV) Miami as
public service director.
Owen Simon, promotion-publicity director
and continuity director, KQV Pittsburgh, to
KDKA, same city, as publicity director,
succeeding Jack Williams to WBZ Boston
as advertising-sales promotion manager.
Jim Raser, formerly writer-producer, KCBS
San Francisco, to KNX Los Angeles sports
staff as director.
Bryant Brosche, musician and continuity
director, WMBR Jacksonville, Fla., named
music director.
Richard F. O'Brien, news staff, WTIC-AM-
TV Hartford, Conn., named assistant news
director.
Dave Ritchley, engineer, WWDC Washing-
ton, promoted to assistant engineering super-
visor.
Bill Walker, announcer-engineer, KFRE
Fresno, Calif., to KIMA-TV Yakima, Wash.,
as assistant in studio production, succeeding
Hal Millen who rejoins local daily news-
paper.
Frank Langley, assistant to publicity man-
ager, WPIX (TV) New York, promoted to
publicity supervisor. He succeeds Leslie
Hollingsworth, resigned.
Pete French, newscaster-in-chief, WHAS-
AM-TV Louisville, Ky., to KYW-AM-TV
Cleveland, Ohio, to head newscasting, suc-
ceeding Tom Field who joins WRCV Phila-
delphia. Mr. French will also head his own
news show on Monday-Friday and Sunday
at 1 1 p.m. on KYW-TV.
Dean Mitchell, KVOS-TV Bellingham, to
KEPR-TV Pasco, both Wash., as news edi-
tor, succeeding Grant Norlin, resigned to
attend Stanford Business School. William
Grogan, manager, Columbia Basin Outdoor
Adv., to KEPR-TV sales staff.
Levi Jackson, labor relations expert, Ford
Motor Co., Dearborn, Mich., and sports-
caster, WCHB Inkster, Mich., is commen-
tating U. of Detroit's home football games.
Dick Bingham, sportscaster for Pittsburgh
Pirates games, to KDKA Pittsburgh as disc
jockey.
Charles Michael (Mickey) Else to KSD St.
Louis, Mo., as disc jockey.
John Walsh, announcer, KNOX Grand
Forks, to KBMB-TV Bismarck, both North
Dakota, in similar capacity.
Mary Kirk, hostess of Datebook and Car-
toon Carnival, WSAZ Huntington, W. Va.,
to KBTV (TV) Denver, Colo., as hostess
of Western Living, succeeding Jill Ferris,
resigned to be married.
Molly Jones, senior, Southern Methodist U.,
to WFAA-TV Dallas, as co-emcee and co-
ordinator of Top Ten Dance Party.
Arlene Stern, who recently completed series
of interviews with outstanding American
women for Voice of America, joins Wash-
ington Post Broadcast Div. (WTOP-AM-TV
Washington and WMBR-AM-TV Jackson-
ville, Fla.) and will cover news and features
from Paris.
Del Blumenshine, formerly with WMT-TV
Cedar Rapids, Iowa, to WOOD-TV Grand
Rapids, Mich., as news photographer. John
Burpee, recent graduate, Michigan State U.,
to WOOD as publicity director.
Tom Hennessey, formerly in charge of music
operations, WIP Philadelphia, to WERE
Cleveland, Ohio, as record librarian.
Richard E. Miller, formerly sales representa-
tive. Dictaphone Co., San Bernadino, Calif.,
to KFXM, same city, sales and public rela-
tions department.
Norm Geordan, announcer, WNYC New
York, to WPTR Albany, N. Y.
Larry Braeme to KUIK Hillsboro, Ore.;
Allan B. Chodor, KENL Areata, Calif.; Ed-
ward J. McNally Jr., KROG Sonora, Calif.;
Boyd B. Arestad, KWSD Mt. Shasta, Calif.;
Charles E. Heron, KWRL Riverton, Wyo.;
Neil W. Sargent, KTAR Phoenix, Ariz.;
Don Lyle, KBCH Ocean Lake, Ore.; Joseph
Arnaldo, KCNO Alturas, Calif.; George W.
Rambo, KWIN Ashland, Ore.; Weddington
Couch Jr., KLEW-TV Lewiston, Idaho;
Judith Worrell, WFIE-TV Evansville, Ind.,
and Darrell D. Lord, KGW-TV Portland,
Ore. All are recent graduates of Northwest
Schools.
Edd Harris, formerly associated with WSOC
Charlotte, N. C, died Oct. 8.
Page 122
October 21, 1957
REPRESENTATIVES - - .
■< Clyde L. Clem, ac-
count executive, Grant
Adv., Detroit, to Bomar
Lowrance Assoc. (southern
representatives of NBC
Spot Sales), Atlanta, as vice
president and assistant to
president. Mr. Clem was
associated with NBC Radio and Television
from 1949-55.
C. L. (Lud) Richards, national account
executive, Radio Adv. Bureau, to Peters,
Griffin, Woodward Inc. as New York direc-
tor of sales development for radio. Mr.
Richards formerly served as promotion man-
ager of WBZ Boston. PGW earlier had
named F. Paxson Shaffer to similar post in
Chicago office.
Thomas W. Corlert, sales staff, Hil F. Best
Co., Detroit, named general manager, suc-
ceeding Val A. Best.
Frank Webber, account executive, Gill-
Perna Inc., N. Y., to Edward Petry & Co.,
same city, in similar capacity in company's
radio division
William Connelly Jr., salesman, WBBM
Chicago, to CBS Radio Spot Sales, same
city.
PROGRAM SERVICES
Oliver H. Crawford, programming editor,
Tv Guide, N. Y., named Pacific Coast re-
gional manager, headquartering in L. A.
Lee Gottlieb, associate editor at national
editorial offices, Philadelphia, succeeds him.
Harold B. Clemenko, manager, southern and
central California editions, L. A., succeeds
Mr. Gottlieb in Philadelphia.
-< Walter A. Nielson, for-
merly program director,
W N H C - AM-TV New
Haven, Conn., to Com-
mercial Recording Corp.
(producers of musical
Hi jingles), Dallas, Tex., as
W7mB regional sales representa-
tive. He also was with WCCC Hartford,
as associate manager and program director
and WCNX Middletown, both Conn., as
station manager.
Lou Boutin, account executive, Television
Programs of America, to Ad-Staff Inc.
(Hollywood firm specializing in creation and
production of jingles and other radio and tv
spots) sales and service staff. Also joining
company is Ray Montgomery, leaving acting
field to become tv coordinator on Canada
Dry account in West for Ad-Staff.
Saul H. Bourne, 73, head of Bourne Inc.
(music publishing firm) and director of
ASCAP since January 1921, died Oct. 13
at Doctors Hospital, N. Y., after operation.
PROFESSIONAL SERVICES
Travis Wells, vice president in charge of
New York office of Gilbert & Tormey
(Miami advertising and sales promotion
consultant firm), elected director.
Broadcasting
William T. Dickinson, Jansky & Bailey (ra-
dio and electronic enginering company),
Washington, promoted to engineering direc-
tor of research and development.
TRADE ASSNS.
S. L. Goldsmith Jr., director of economic
problems department, National Assn. of
Manufacturers, to National Sales Executives
Inc. as executive director, effective Nov. 1.
He succeeds Robert A. Whitney, resigned.
MANUFACTURING :z::v".r-- —v.:
Robert F. Bender, executive vice president,
International Telephone & Telegraph Corp.,
elected director.
David D. Coffin, manager of missile systems
division, Raytheon Mfg. Co., Waltham,
Mass., and Thomas H. Johnson, manager of
research division, elected vice presidents.
Dr. Raymond L. Garman, technical direc-
tor, General Precision Lab Inc., N. Y., sub-
sidiary of General Precision Equipment
Corp., same city, named vice president-en-
gineering and research of GPE. Wladimir
A. Reichel, senior vice president-engineering
and director of corporation and its subsi-
diaries, resigned.
Frederick H. Guter-
man, formerly assistant
vjce president of American
Bosch Arma Corp., to
Allen B. DuMont Labs as
general manager of techni-
cal products division, suc-
ceeding Irving G. Rosen-
berg, resigned.
Robert A. Huff, advertising and sales pro-
motion manager, RCA electron tube division,
named manager of product advertising and
sales promotion; Alfred J. Jago Jr., admin-
istrator of budgetary and cost controls,
manager of advertising services; Erwin B.
May, administrator of advertising and sales
promotion for semiconductors, manager of
advertising and sales promotion for semi-
conductors and components, and Harvey
M. Slovik, administrator of publications, ap-
pointed manager of publications.
-< Tom Wallace, former-
ly chief engineer, KTKT
Tucson, Ariz., to Gates
Radio Co., Quincy, 111., as
sales engineer for Arizona,
southern California and
part of Nevada.
Frank J. Bias, formerly manager of broad-
cast studio facilities engineering, General
Electric Co.'s technical products department,
appointed manager of transmitter engineer-
ing for department. He will be responsible
for engineering design and development of
complete line of transmitters for radio and
tv broadcasting and for special high-power
units used for scatter communications.
■< J. N. Hunt, associate
field engineer, Collins Ra-
dio Co. (radio electronics
equipment), Cedar Rapids,
Iowa, named Atlanta dis-
trict sales engineer.
Thomas E. Blackwell, engineering tech-
nician, Sylvania Electric Products, electronic
defense laboratory, Mountain View, Calif.,
named distributor sales service engineer for
electronic products in Atlanta.
E. L. Bragdon, with RCA and NBC since
1942, appointed to newly created position
of trade news editor, RCA.
EDUCATION ^ • ....
Joseph A. Risse, formerly chief engineer,
WHUM-AM-TV Reading, Pa., to Interna-
tional Correspondence Schools, Scranton,
Pa., as assistant director, school of electrical
communications.
Prof. Jay W. Jensen, faculty member, U. of
Illinois, named head of school's journalism
division, succeeding Dean Theodore Peter-
son who has served in dual capacity since
being appointed dean.
Donald W. Knoepfler, visiting assistant pro-
fessor, radio-tv and motion picture depart-
ment, U. of North Carolina; Elmer Oetting-
er, English instructor at UNC, and Noel
Houston, author, named lecturers at univer-
sity in radio-tv and motion picture depart-
ment.
INTERNATIONAL m
W. E. Austin, public relations manager of
General Motors of Canada Ltd., Oshawa,
Ont., promoted to assistant to president and
R. L. Gough appointed public relations
manager.
Tom B. Blocker, executive assistant to net-
work division director, Radio Liberation
(American Committee for Liberation), pro-
moted to assistant director.
Pat Williams, formerly with Cincinnati
(Ohio) Times-Star, to CKGN-TV North
Bay, Ont., as woman's editor and woman's
program director. Harry Williams, formerly
with British United Press, to CKGN-TV
as news editor-in-chief and Tom Kervin
named city editor of station's news depart-
ment.
J. E. McConnell Sr., 79, founder and chair-
man of board, McConnell, Eastman & Co.
Ltd., London, Ont., advertising agency, died
Oct. 9.
thousands of bOStOH
listeners have switched to the
"950 Club" programming on
WORL
Represented Nationally by
Headley-Reed Company
Here is a typical day's
programming
A. M.
9:00 ARTIE SHAW
Smoke Gets In Your Eyes
Indian Love Call (Tony Pastor)
9:15 PERRY COMO
Prisoner Of Love
Papa Loves Mambo
9:30 JONI JAMES
Your Cheating Heart
Purple Shades
10:00 LOUIS PRIMA
Oh Marie
Eleanor
10:15 ROBERTA SHERWOOD
My Heart Is A Chapel
I Get Lost In His Arms
10:30 SAMMY DAVIS, JR.
All Of You
Love Me Or Leave Me
11:00 HARRY JAMES
920 Special
Deep Purple
11:15 FRANK SINATRA
I'll Never Smile Again
American Beauty Rose
11:30 PEGGY LEE
Why Don'tcha Do Right
Apples, Peaches, Cherries
NOON
12:00 SAMMY KAYE
Sweet Sue
Object of My Affections
Traffic Jam
Begin The Beguine
Papaya Mama
Wild Horses
Summer Love
Pa Pa Pa
Buona Sera
Oh Babe
Lazy River
This Train
Hey There
Birth of the Blues
Music Makers
Big John's Special
Birth of the Blues
I Won't Dance
Baby, Baby
Golden Earrings
Miss You
Cixie
P. M.
12:15
12:30
1:00'
1:15
1»0
2:00
2:15
2:30
3:00
3:15
3:30
4:00
4:15
4:30
5:00
5:15
5:30
BING & GARY CROSBY
Sam's Song
Play A Simple Melody
GLENN MILLER
Chattanooga Choo Choo
Moonlight Cocktails
KAY KYSER
Who Wouldn't Love You
The Old Lamplighter
ELLA MAE MORSE
Blacksmith Blues
House of Blue Lights
INK SPOTS
Do I Worry?
I'll Get By
BENNY GOODMAN
Jersey Bounce
On The Alamo
DINAH WASHINGTON
Look To The Rainbow
I Don't Hurt Anymore
TOMMY SANDS
Teenage Crush
Ring My Phone
LARRY CLINTON
Heart & Soul (Helen Ward)
Martha (Bea Wain)
BILLY WILLIAMS
Write Myself A Letter
Crazy Little Palace
PATTI PAGE
Song Go Out Of My Heart
Repeat After Me
"LES BROWN
Sentimental Journey
My Love To Keep Me Warm
PAT BOONE
Love Letters In The Sand
Gold Mine In The Sky
BILL HALEY
Shake, Rattle and Roll
Rock Around the Clock
DUKE ELLINGTON
Don't Get Around Much
Jeep's Blues
JERI SOUTHERN
Dancing On the Ceiling
When I Fall In Love
NAT COLE
Sweet Lorraine
Orange Colored Sky
Maggie's Blues
Moonlight Bay
Serenade In Blue
In The Mood
Old Buttermilk Sky
Friendship
Cow Cow Boogie
Down in Mexico
If I Didn't Care
To Each His Own
Sing, Sing, Sing
Rachel's Dream
I Hear Those Bells
Soft Winds
Let Me Be Loved
My Love Song
Dipsy Doodle
Johnson Rag
Shanghai
Mad About Cha
Old Cape Cod
Tennessee Waltz
Leap Frog
Blue Danube
Two Hearts
Tra-La-La
Crazy Man Crazy
Billy Goat
A Train
Smada
Scarlet Ribbons
You Better Go Now
Frim Fram Sauce
Paper Moon
Wouldn't You tune in to
a station like this ?
October 21, 1957 • Page 123
THE PEOPLE'S CHOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio- Active" MB S
PROFESSIONAL CARD
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-5411
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFOCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BIDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFOCE *
RUSSELL P. MAY
711 14th St., N. W. Sheraton Bldg.
Washington 5, D. C. REpublic 7-3984
Member AFCCE *
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE *
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFOCE*
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
JAMES C. MeNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wectrn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFOGE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, 0. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE *
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STote 7-2601
Member AFCCE *
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. D I. 3-7503
SPOT YOUR FIRM'S NAME HERE,
To Be Seen by 77,440* Readers
— among them, the decision-making
station owners and managers, chief
engineers and technicians — applicants
for am, fm, tv and facsimile facilities.
*1956 ARB Continuing Readership Study
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-011
Washington 4, D. C.
Member AFCCE*
— j
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-821
WASHINGTON 4, D. C.
Member AFCCE *
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-900
WASHINGTON 6, D. C.
Member AFCCE *
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-754*
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engines
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
Member AFCCE *
SERVICE DIRECTORY
Page 124 • October 21, 1957
Broadcasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by Broadcasting)
October 10 through October 16
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per- night. LS — local sunset, mod. — modification
mit ERP — effective radiated power, vhf — very trans. — transmitter, unl. — unlimited hours, kc—
high frequency, uhf — ultra high frequency, ant. kilocycles. SCA — subsidiary communications au-
— antenna, aur. — aural, vis. — visual, kw — kilo- thorization. SSA — special service authorization
watts, w — watt, mc — megacycles. D — day. N — ST A — special temporary authorization. * — educ.
Am-Fm Summary through Oct. 16
Appls.
In
On
Pend
Hear-
Air Licensed Cps
ing
ing
Am 3,024 3,010 298
462
144
Fm 539 519 70
84
0
FCC Commercial Station
Authorizations
As of Aug. 31, 1957 *
Am
Fm Tv
Licensed (all on air)
3,068
520
365
Cps on air
3413
532
528
Cps not on air
148
30
133
Total authorized
3,261
562
661
Applications in hearing
155
12
82
New stations requests
340
37
77
New station bids in hearing
109
5
46
Facilities change requests
195
15
47
Total applications pending
1,118
148
382
Licenses deleted in Aug.
0
2
0
Cps deleted in Aug.
2
0
1
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
Tv Summary through Oct. 16
Total Operating Stations in U. S.:
Vhf Uhf Total
Commercial 401 87 4881
Noncomm. Educational 19 5 242
Grants since July 7 7, 7952:
(When FCC began processing applications
after tv freeze)
Vhf Uhf Total
Commercial 363 328 6911
Noncomm. Educational 28 21 49a
Applications filed since April 14, 7952;
(When FCC began processing applications
after tv freeze)
New
Amend.
Vhf
Uhf
Total
Commercial
1,127
337
874
590
1,462=
Noncomm. Educ
. 68
38
33
68*
Total
1,195
337
912
623
1,5305
l177 cps (33 vhf, 144 uhf) have been deleted.
2 One educational uhf has been deleted.
3 One applicant did not specify channel.
4 Includes 48 already granted.
6 Includes 725 already granted.
Existing Tv Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
WEDU Tampa, Fla.— Fla. West Coast Educa-
tional Television Inc.
WYES-TV New Orleans — Greater New Orleans
Educational Television Foundation, ch. 8.
Changed from WYES (TV).
New Am Stations
APPLICATIONS
Pueblo, Colo. — Pueblo County Bcstg. Co., 690 kc,
250 w D. P. O. address 3009 Seventh Ave., Pueblo,
Colo. Estimated construction cost $14,781, first
year operating cost $28,700, revenue $51,000. Own-
er is Kay J. Williams. Mr. Williams is 60% part-
ner in KRFC Rocky Ford., Colo., and president
and one-third owner of Goldenrod Tele-Radio
Co., North Platte, Neb. Announced Oct. 11.
Richmond, Ind. — Richmond Bcstg. Co., 930 kc,
500 w D. P. O. address Pierce E. Lackey, Box 450,
Paducah, Ky. Estimated construction cost $45,631,
first year operating cost $60,000, revenue $75,000.
Owners are Pierce E. Lackey, F. E. Lackey (each
45%) and William Ellis Wilson (10%). Pierce
Lackey is owner o£ WPAD -AM-FM Paducah,
Ky., and 50% owner of WRAJ Anna, 111. F. E.
Lackey is owner of WHOP-AM-FM Hopkinsville,
Ky., and 50% owner of WRAJ. Announced Oct.
11.
Brockton, Mass. — Associated Enterprises, 1410
kc, 1 kw D. P. O. address 63 Chestnut St., Spring-
field, Mass. Estimated construction cost $30,482,
first year operating cost $71,500, revenue $78,000.
Owners are Alan C. Tindal, Kristian Solberg,
Paul J. Monson and John J. Sullivan (each 25%).
Mr. Tindal is president and 7.2% stockholder of
WSPR Springfield. Kristian Solberg is 26.6%
stockholder of WSPR. Mr. Monson is program
director of WSPR. Mr. Sullivan is sales manager
of WSPR. Announced Oct. 14.
Greenville, Mich.— Flat River Bcstg. Co., 1380
kc, 500 w D. P. O. address Breckenridge, Mich.
Estimated construction cost $22,548, first year
operating cost $40,000, revenue $60,000. Owners
are Earl N. Peterson and Pearle C. Lewis (each
50%). Mr. Peterson is employed by Paul Brandt,
licensee of WBFC Fremont and WCEN Mt.
Pleasant, both Mich. Pearle Lewis is 50% owner
of entertainment operation with Mr. Peterson.
Announced Oct. 10.
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
EASTERN
FULLTIME
NETWORK
$150,000
Excellent combi-
nation operation
with valuable real
estate. 29% down.
Gross and profits
both up.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N.W.
EX 3-3456
RADIO • TELEVISION • NEWSPAPER
MIDWEST
RESORT AREA
DAYTIMER
$55,000
Ideal for owner-
operator. Terms.
Plan to meet with
Ray Hamilton, Jack
Barton and Judge
Landis at NARTB
meeting, Peabody
Hotel, Memphis,
Tenn., Oct. 2U-25.
CHICAGO, ILL.
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
SOUTH
AM-FM
INDEPENDENT
$270,000
Fine Florida sta-
tion in major
market. Includes
good real estate.
Terms, 29%
down. $250,000
cash.
ATLANTA, GA.
Jack L. Barron
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
MAJOR
NETWORK
$175,000
More assets than
the asking price.
Showing nice
profit.
See Judge Landis
and Bill Stubble-
field, tomorrow and
Wednesda y , Baker
Hotel, Dallas, Texas.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1175
WEST
NORTHWEST
REGIONAL
$175,000
with
kw fulltime
top rating
serving rich agri-
cultural area,
down — bal-
over five
years.
29
ance
/o
SAN FRANCISCO
W. R. (Ike) Twining
1 1 1 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting
October 21, 1957 o Page 125
<
Planning
a Radio
Station?
a
RCA
PROGRESS
PURCHASE
PLAN
Flexible Financing
for Broadcasters
a
^^^^^^^^ a
Here's a brand new
financing plan that will
take a load off your
pocketbook and speed
you on your way to
station ownership!
FOR ADDITIONAL INFORMATION, WRITE TO
RCA, DEPARTMENT YD-22, BUILDING 15-1,
CAMDEN, N. J.
RADIO CORPORATION
of AMERICA
126 • October 21, 1957
FOR THE RECORD continued
Bloomington, Minn. — South Minneapolis Bcstrs.,
690 kc, 250 w D. P. O. address 9442 Stanley Ave.,
S. Minneapolis 20, Minn. Estimated construction
cost $13,413, first year operating cost $32,149,
revenue $36,000. Owners are Charles Niles and
Mrs. Charles Niles (each 50%). Mr. Niles is in
manufacturing; Mrs. Niles has been with Chicago
Avenue Transfer in Minneapolis. Announced
Oct. 15.
Golden Valley, Minn. — Charles J. Lanphier,
1570 kc, 500 w D. P. O. address 2356 N. 90th St.,
Milwaukee 13, Wis. Estimated construction cost
$15,700, first year operating cost $84,000, revenue
$90,000. Mr. Lanphier, sole owner, has restaurant
and printing interests. Announced Oct. 14.
Frederickton, Mo. — Alex P. Schwent, 1450 kc,
250 w unl. P. O. address 419 Roberts St., Ste.
Genevieve, Mo. Estimated construction cost
$8,424, first year operating cost $24,000, revenue
$30,000. Mr. Schwent, sole owner, has been em-
ployed as rural mail carrier. Announced Oct. 16.
Glens Falls, N. Y. — Vacational Bcstg. Corp.,
1350 kc, 1 kw D. P. O. address I68V2 North Union
St., Olean, N. Y. Estimated construction cost
$20,241, first year operating cost $40,000, revenue
$50,000. Owners are Olean Bcstg. Corp. (62.96%)
and others. Announced Oct. 11.
Greenville, N. C. — H and R Electronics Inc.,
1320 kc, 1 kw D. P. O. address 2472 Maplewood
Ave., Winston-Salem, N. C. Estimated construc-
tion cost $18,700, first year operating cost $48,000,
revenue $55,000. Owners are Phillip E. Hedrick
and Wilbur B. Reisenweaver (each 49.875%) and
others. Mr. Hedrick is vice president and 38.2%
stockholder of WHEE Martinsville, Va. Mr. Reis-
enweaver has been in radio sales and service.
Announced Oct. 16.
Lima, Ohio — Lima Quality Radio Corp., 930 kc,
500 w D. P. O. address Charles R. Dickoff, Radio
Station WBEV, Beaver Dam, Wis. Estimated
construction cost $43,176, first year operating
cost $96,000, revenue $100,000. Owners are William
E. Walker, William R. Walker, Charles R.
Dickoff (each 20%) and others. William E.
Walker is president and 50% owner of WMAM,
WMBV-TV Marinette, Wis., president and 36%
owner of WBEV Beaver Dam, Wis., president and
34.66% owner of WRRR Rockford, 111. William R.
Walker is vice president and 5.7% owner of
WBEV, general manager and 13% owner of
WRRR. Mr. Dickoff is executive vice president
and 8.6% owner of WBEV, 17.33% owner of
WRRR. Announced Oct. 10.
Midwest City, Okla. — L. M. Beasley, 1220 kc,
250 w D. P. O. address 36 S. E. 40th St., Okla-
homa City, Okla. Estimated construction cost
$15,400, first year operating cost $35,000, revenue
$70,000. Mr. Beasley, sole owner, is general man-
ager of KVWO Cheyenne, Wyo. Announced Oct.
15.
Pierre, S. D. — Great Plains Bcstg. Corp., 900
kc, 1 kw D. P. O. address Edward N. Daven-
port, Box 748, Rapid City, S. D. Estimated con-
struction cost $9,760, first year operating cost
$30,000, revenue $36,000. Owners are Daniel C.
Lesmeister, Edward N. Davenport, Kenneth R.
Hankins and Keith R. Hankins (each 25%). Mr.
Lesmeister is production manager of KOTA-TV
Rapid City, S. D. Mr. Davenport is technical
supervisor of KOTA-TV. Kenneth Hankins is
transmitter supervisor of KOTA-AM-TV and
KOZY-FM, as is Keith Hankins. Announced Oct.
16.
San Antonio, Tex.— BamRay Bcstg. Co., 1480 kc,
500 w D. P. O. address Tucson Inn, Tucson,
Ariz. Estimated construction cost $16,195, first
year operating cost $36,000, revenue $50,000. Own-
ers are Ray Odom, A. V. Bamford (each 49%)
and Betty Odom and Maxine Bamford (each
1%). Mr. Odom is 49% owner of KMOP Tucson,
as is Mr. Bamford. Housewives Odom and Bam-
ford are each 1% owners of KMOP. Announced
Oct. 10.
Danville, Va. — Radio Danville Inc., 970 kc, 1
kw D. P. O. address Box 190, Danville, Va. Esti-
mated construction cost $12,500, first year oper-
ating cost $32,000, revenue $40,000. Owners are
Charles Moffett McCraw, Albert Earle Garrett
Jr. (each 42.85%) and Geneva Payne McCraw
(14.30%). Charles McCraw has electronics inter-
ests; Geneva McCraw is legal secretary; Mr.
Garrett is attorney. Announced Oct. 10.
Tomah, Wis. — The Tomah-Mauston Bcstg. Co.,
1220 kc, 1 kw D. P. O. address 1823 Superior
Ave., Tomah, Wis. Estimated construction cost
$21,890, first year operating cost $25,000, revenue
$30,000. Owners are Hugh W. Dickie, Thomas M.
Price and Roger L. Belke (each one-third). Mr.
Dickie is sales manager of WCOW Sparta, Wis.
Mr. Price is manager Tomah Studio, WCOW.
Mr. Belke is chief engineer, WCOW. Announced
Oct. 10.
Existing Am Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
WTLS TaUassee, Ala.— Confederate Bcstg. Co.,
1300 kc.
KAPR Douglas, Ariz.— Copper State Enter-
prises, 930 kc.
WNSM Valparaiso-Niceville, Fla. — Bay Bcstg.
Co., 1340 kc.
WESY Leland, Miss. — Miss Ark Bcstg. Co.
WSMN Nashua, N. H. — Merrimack Valley Bcstg.
System Inc., 1590 kc.
WMBA Ambridge, Pa.— Miners Bcstg. Service
Inc.
New Fm Stations
APPLICATIONS
Denver, Colo. — KDEN Bcstg. Co., 93.1 mc, 9.102
kw unl. P. O. address 1601 W. Jewell Ave., Den-
ver, Colo. Estimated construction cost $4,000, first
year operating cost $5,000, revenue $5,000. KDEN
Bcstg. is owned by Ewald E. Koepke and Frank
E. Amole Jr. (each 50%). Announced Oct. 11.
Existing Fm Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
KBCO San Francisco, Calif.— Bay Fm Bcstg.,
105.3 mc.
WABZ-FM Albemarle, N. C— Radio Station
WABZ Inc., 100.9 mc.
WMDE Greensboro, N. C. — Herman C. Hall,
98.5 mc.
WAEE Yellow Springs, Ohio— Antioch College
of Yellow Springs (educational), 91.5 mc.
Ownership Changes
APPLICATIONS
KRIZ Phoenix, Ariz. — Seeks assignment of li-
cense from KRIZ Inc. to Radio Phoenix Inc., for
$100,000 purchase price. Radio Phoenix Inc. is
owned by John L. Wheeler, Burton K. Wheeler
(each 33.5%) and Richard B. Kheeler (33%).
Richard Wheeler is president, general manager
and 22% stockholder of KTLN Denver, Colo.
John Wheeler is vice president and 22% stock-
holder of KTLN. Burton Wheeler is 22% stock-
holder of KTLN. Announced Oct. 9.
KENL Areata, Calif. — Seeks transfer of control
of licensee corp. (Humboldt Bcstrs. Inc.) from
Vern Emmerson, Edna Emmerson and Vincent
W. Lambert to Melvin D. Marshall and Aldine
Thompson Marshall for $70,000. Mr. Marshall is
consultant to KATT Pittsburg, Calif. Aldine
Marshall is housewife. Announced Oct. 16.
KD3S Bishop, Calif. — Seeks assignment of li-
cense from Diyo Bcstg. Co. to Southeastern
Sierra Bcstg. Corp. for $11,000. Southeastern
Sierra Bcstg. Corp. is owned by James R. Oliver
(50% plus) and Donald L. Tatum (49% plus).
Mr. Oliver is 100% owner of translator stations
K-70-AA and K73-AA both Bishop. Mr. Tatum is
50% owner of Tatum Cattle Co. Announced
Oct. 10.
Midwest
Fulltime Regional
$275*000.00
One of the fine properties in the Midwest covering a
rich agricultural area. Consistent high gross and profits.
Valuable real estate and net quick assets.
Exclusive with
^Stackb urn Company
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
Sterling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
Broadcasting
WCNU Crestview, Fla. — Seeks assignment of
license from Virginia Monroe O'Neal, administra-
tor of the estate of D. Grady O'Neal, deceased
tr/as Gulf Shores Bcstg. Co. to Louise McWhorter
Sauer, Charles C. O'Neal and Virginia Monroe
O'Neal, heirs of D. G. O'Neal. Announced
Oct. 11.
WJOE Hard Ridge, Fla. — Seeks assignment of
license from Vacationland Bcstg. Co. to Ruhert
P. Werling for $40,000. Mr. Werling has owned
10,000 shares of WPFH Inc., Philadelphia and 50
shares of Tele-Bcstrs. Inc. Announced Oct. 10.
WEAL-TV Orlando, Fla. — Seeks acquisition of
positive control of permittee corp. (Orange
County Bcstrs. Inc.), by James H. Sawyer
through purchase of stock (60%) by the corp.
from Ray H. Gunckel Jr. Announced Oct. 9.
WHIY Orlando, Fla. — Seeks acquisition of neg-
ative control of permittee corp. (Orlando Radio
& Television Bcstg. Corp.) by each Gordon
Sherman and Melvin Feldman through purchase
of stock from Emil J. Arnold, Robert Wasdon and
Jack Siegel for $17,000 from each. Announced
Oct. 9.
KHVH-AM-TV Honolulu, T. H.— Seeks re-
linquishment of negative control of am licensee
corp. (Kaiser Hawaiian Village Radio Inc.) and
positive control of tv licensee corp. (Kaiser
Hawaiian Village Television Inc.) by Henry J.
Kaiser & Hal Lewis for am, Henry J. Kaiser for
tv, through sale of stock to Kaiser-Burns De-
velopment Corp. Announced Oct. 9.
KYTE Pocatello, Idaho — Seeks assignment of
license from J. Ronald Bayton to Thomas R.
Becker and Andrew H. Becker, co-partners,
d/b as Pocatello Bcstg. Co. for $60,000. Pocatello
Bcstg. will be owned 662/3% by Thomas Becker
and 331/3% by Andrew Becker. Thomas Becker
is president-50% owner of KNPT Newport, Ore.,
of which Andrew Becker is vice president-20%
owner. Announced Oct. 11.
WKRO Cairo, HI. — Seeks transfer of control of
licensee corp. (The Cairo Bcstg. Co.) from Oscar
C. Hirsch, Geraldine F. Hirsch and Robert O.
Hirsch to James F. Hirsch and Marjorie Ann
Hirsch. James Hirsch is electrical engineer;
Marjorie Hirsch has been student for past five
years. Announced Oct. 9.
WDZ Decatur, HI. — Seeks acquisition of posi-
tive control of licensee corp. (Mid-States Bcstg.
Co.) by Charles C. Caley through purchase of
stock from Frank C. Schroeder Jr. for $1,500.
Announced Oct. 16.
WTAQ La Grange, HI. — Seeks transfer of con-
trol of licensee corp. (S&S Bcstg. Co.) from
Russell G. Salter to Charles F. Sebastian through
sale of 400 shares of stock of license corp. for
$101,500. Mr. Sebastian will thus become sole
owner. Announced Oct. 10.
WCPM Cumberland, Ky. — Seeks assignment of
license and cp from Tricity Bcstg. Co. to Cum-
berland City Bcstg. Inc. for $41,860. Cumberland
City Bcstg. Inc. is owned by Elmo Mills, John
P. Mills and Herman G. Dotson (each \'3). Elmo
Mills is president, general manager and 50%
stockholder of WFTG London, Ky., 12.5% stock-
holder of WNRG Grundy, Va.; John Mills is
40% stockholder of WFTG; Mr. Dotson is pres-
ident-50% stockholder of WNRG, and 25% stock-
holder of cp for WMNF Richwood, W. Va. An-
nounced Oct. 9.
WIPA Annapolis, Md. — Seeks transfer of con-
trol of licensee corp. (WASL Bcstg. Co.) from
James Stolcz, et al. to Robert J. Kent for $49,200.
Mr. Kent is with USIA. Announced Oct. 10.
KRBI St. Peter, Minn.— Seeks acquisition of
positive control of permittee corp. (Gateland
Bcstg.) by Mavis L. Peterson through purchase
of stock from Edward Schons for $2,000. An-
nounced Oct. 11.
WMOU-AM-FM Berlin, N. H.— Seeks assign-
ment of license from White Mountains Bcstg.
Co. to McKee Bcstg. Co. for total sum of $165,000.
McKee Bcstg. is owned by Richard P. McKee
(51%) and Virginia A. McKee (49%). Mr. McKee
is president, manager and 51% owner of KOWB
Laramie, Wyo. Virginia McKee is vice president
and 49% owner of KOWB. Announced Oct. 16.
WJWG Conway, N. H. — Seeks assignment of
license from WJWG Inc. to McKee Bcstg. Co.
(For further information see WMOU-AM-FM
Berlin, above.) Both of these transactions are
covered in single contract and are mutually
contingent. Announced Oct. 16.
KMIN Grants, N. M. — Seeks assignment of
license from John Blake to John Blake and
David M. Button d/b as Grants Bcstg. Co. for
$37,500. Messrs. Blake and Button will each own
50% of station. Mr. Blake is 50% owner of County
Progress, Brownwood, Tex.; Mr. Button is gen-
eral manager-8.73% owner of KSVP Artesia,
N. M. Announced Oct. 11.
WLFH Little Falls, N. Y. — Seeks assignment
of license from Walter T. Gaines to Richard D.
Gillespie for $43,000. Mr. Gillespie is in adver-
tising. Announced Oct. 15.
WBAI New York, N. Y. — Seeks assignment of
license and subsidiary communications author-
izations from Bcstg. Assoc. Inc. to Louis Schweit-
zer. Corporate change. No control change. An-
nounced Oct. 9.
WTRY Troy, N. Y. — Seeks transfer of control
of licensee corp. (Tri-City Radio Inc.) from
Mowry Lowe, Kenneth M. Cooper, C. Robert
Taylor and Robert T. Engles to WTRY Bcstg.
Corp. for $1,300,000. WTRY Bcstg. is owned by
Victor W. Knauth (76.1%) and Daniel W. Kops
(23.9%). Mr. Knauth is president-20% owner of
WAVZ New Haven, Conn. Mr. Kops is executive
vice president of WAVZ. Announced Oct. 9.
WCOY Columbia, Pa. — Seeks assignment of cp
from Radio Columbia to Radio Columbia Inc.
Corporate change. No control change. Announced
Oct. 11.
WENS Pittsburgh, Pa. — Seeks relinquishment
of negative control of permittee corp. (Telecast-
ing Inc.) by Larry H. Israel through transfer of
stock (4.2%) to Audrey W. Israel (his wife).
Mrs. Israel is housewife. Announced Oct. 16.
KIHO Sioux Falls, S. D. — Seeks transfer of
control of licensee corp. (Ware Bcstg. Inc) from
James A. Saunders to William F. Johns Jr. for
$6,500. Mr. Johns has had 20% interest in WMIN
St. Paul, Minn., 51% in WOSH Oshkosh, Wis.,
and 75% in KMNS Sioux City, Iowa. Announced
Oct. 9.
WTRB Ripley, Tenn. — Seeks assignment of li-
cense from West Tenn. Radio Bcstrs. to Lauder-
dale Bcstg. Co. for $19,500. Lauderdale Bcstg. is
owned by Shelby McCallum, Smith Dunn and
L. B. Fuqua (each Y3). Mr. McCallum is owner
of WCBL Benton, Ky. Mr. Dunn is mail carrier.
Mr. Fuqua has theatre interests. Announced
Oct. 14.
KHFI-FM Austin, Tex. — Seeks assignment of
license from J. E. Moore Jr. to Roderick E.
Kennedy for $10,000 cash and $4,875 note. Mr.
Kennedy has been station manager of KHFI-FM.
Announced Oct. 16.
KSTA Coleman, Tex. — Seeks acquisition of
positive control of licensee corp. ( Coleman
County Bcstg. Co.) by Floyd Shelton through
purchase of stock from H. H. Jackson for $35,000.
Mr. Shelton is general manager of the station.
Announced Oct. 16.
KGNB New Braunfels, Tex. — Seeks involuntary
transfer of control of licensee corp. (Comal
Bcstg. Co.) from Charles W. Scruggs and Claude
W. Scruggs to Mrs. Eunice Scruggs and Claude
W. Scruggs, through death of Charles W.
Scruggs. Announced Oct. 10.
KWFT Wichita Falls, Tex. — Seeks assignment
of license from Kenyon Brown to North Texas
Radio Inc. for $300,000. North Texas Radio Inc.
is co-owned by F. L. Whan and Geraldeane J.
Whan (74.17%) and others. F. L. Whan is pro-
fessor at Kansas State College, 50% owner of
radio-tv audience research firm, co-owner of
77.53^ of KCNY San Marcos, Tex. Geraldeane
Whan is 50% owner of radio-tv audience re-
search firm, co-owner of 77.53% of KCNY. An-
nounced Oct. 9.
WSKI Montpelier, Vt. — Seeks assignment of
license from Montpelier-Barre Bcstg. Co. Inc.
to Green Mt. Bcstg. Co. Inc. for $75,000 plus
90% of book value of accounts receivable over
$5,000 at time -of transfer. Owners of Green Mt.
Bcstg. are Ellis E. Erdman, Nathan Schoonover,
MAX G. PFAENDER, President
Like Hundreds
of Broadcasters...
Station Manager
MAX G. PFAENDER of
WKLY
Hctrtwell, Georgia
and Chief Engineer
B. A. McLANE
Selected
STAINLESS TOWERS
B. A. McLANE, Chief Engineer
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
for Informative
8j \ Literature.
ess, inc.
NORTH WALES • PENNSYLVANIA
Broadcasting
October 21, 1957 • Page 127
FOR THE RECORD continued
Samuel Zatcoff, Robert R. Davidson and David
B. Slohm (each 19.8%) and Robert H. Ryan and
William J. Ryan (each .5%). Mr. Erdman is 25%
partner of WEBO Owego, N. Y., 32% stockholder
of WTKO Ithaca, N. Y., 15% stockholder of
Radio Wayne County Inc. Mr. Schoonover is
25% partner of WEBO. Robert Ryan is attorney.
Mr. Zatcoff is in retail home furnishings. Mr.
Davidson is 25% partner of WEBO. Mr. Slohm
is in wholesale jewelry. William Ryan is at-
torney. Announced Oct. 11.
Hearing Cases
INITIAL DECISIONS
Hearing Examiner Hugh B. Hutchison issued
initial decision looking toward grant of appli-
cation of Department of Education of Puerto
Rico for new tv station to operate on ch. 3 in
Mayaguez, P. R., and denial of competing ap-
plication of Sucesion Luis Pirallo-Castellanos.
Announced Oct. 16.
Hearing Examiner Charles J. Frederick issued
initial decision looking toward grant of applica-
tion of Independence Bcstg. Co. Inc. to change
assignment for station WHAT-FM Philadelphia,
Pa., from ch. 287 (105.3 mc) to ch. 243 (96.5 mc).
Announced Oct. 16.
Routine Roundup
ACTIONS BY FCC
BROADCAST ACTION
By order, Commission (1) granted application
of Frontier Bcstg. Co. for mod. of cp of station
KSTF (ch. 10) Scottsbluff, Neb. to change trans-
mitting equipment, increase vis. ERP from 11.513
kw to 240 kw and ant. height from 240 ft. to
840 ft., change type ant. and make other equip-
ment changes and (2) dismissed with prejudice
Frontier's application for new tv station to oper-
ate on ch. 13 in Alliance, Neb. Announced Oct.
10.
ACTION IN DOCKET CASE
By memorandum opinion and order of Oct. 16,
Commission affirmed its order released April 10
designating application of Telrad Inc. for mod.
of cp of WESH-TV (ch. 2) Daytona Beach, Fla.
(to move trans. 24 miles southwest in direction
of Orlando, increase ERP from 1.26 kw to 100
kw vis. and from 0.759 kw to 66.4 kw aur., and
increase ant. height from 320 ft. to 940 ft.) for
hearing on issues specified therein and rejecting
certain issues requested by Mid-Florida Radio
Corp. and Central Florida Bcstg. Co., who pro-
tested Feb. 6 grant of WESH-TV application.
Comr. Ford - abstained from voting.
COMMISSION INSTRUCTIONS IN DOCKET
CASES
Commission on Oct. 11 directed preparation of
documents looking toward petitions and plead-
ings filed by Indianapolis Bcstg. Inc., WD3C Inc.,
and Mid-West Tv Corp., requesting stay, rehear-
ing, etc., in connection with March 8 decision
which granted Crosley Bcstg. Corp. a cp for new
tv station to operate on ch. 13 in Indianapolis,
Ind.
Commission on Oct. 16 directed preparations
of documents looking toward: Granting applica-
tion of Beaumont Bcstg. Corp. for new tv station
(KFDM-TV) to operate on ch. 6 in Beaumont,
Tex., and denying competing application of The
Enterprise Co.; and granting application of
WGLI Inc. for new am station to operate on
1290 kc, 1 kw, DA-1, unl., in Babylon, N. Y.
ACTIONS ON MOTIONS
On petition by Cherry & Webb Bcstg. Co.
(WPRO-TV ch. 12), Providence, R. I., Commis-
sion on Oct. 7 extended time from Oct. 10 to
Nov. 1 for filing comments and responses to the
orders to show cause and for filing reply com-
ments from Oct. 20 to Nov. 12 in tv proceeding
involving Providence; New Haven, Conn.; Port-
land, Me. and Orono, Me.
On petition by Dispatch Inc. (WICU ch. 12),
Erie, Pa., Commission on Oct. 7 extended time
for filing reply comments from Oct. 15 to Nov.
5 in tv proceeding involving Erie, Pa.; Akron-
Cleveland, Ohio; Clarksburg and Weston, W. Va.;
Flint-Saginaw-Bay City, Mich.
By Chief Hearing Examiner James D.
Cunningham on Oct. 4:
Ordered that hearing is scheduled to com-
mence on Dec. 9 in matters of tv proceeding in-
volving Evansville, Ind., and Louisville, Ky., and
order directing Evansville Television Die. to
show cause why its authorization for WTVW
Evansville should not be modified to specify op-
eration on ch. 31 in lieu of ch. 7.
By Hearing Examiner Basil P. Cooper on Oct. 4:
Granted motion of Dispatch Inc. (WICU ch.
12), Erie, Pa., for continuance of prehearing
conference in proceeding on its application for
mod. of cp from Oct. 7 to Nov. 5 and date for
evidentiary hearing is continued from Oct. 16
to Nov. 14.
By Hearing Examiner Hugh B. Hutchison on
the dates shown:
Granted petition of Department of Education
of Puerto Rico, Mayaguez, P. R., for leave to
amend its application for cp for new tv station
to operate on ch. 3 in Mayaguez, to show ap-
pointment of new permanent Secretary of Edu-
cation of Puerto Rico and including certain bio-
graphical and other data respecting this indi-
vidual; hearing record in ch. 3 proceeding is
reopened, solely for purpose of incorporating
therein the described stipulation; and that, upon
receipt into evidence of said stipulation, hearing
record is finally closed. (Action Oct. 1).
By Hearing Examiner Elizabeth C. Smith on
Oct. 4:
Issued order governing hearing in proceeding
on am application of Walter T. Gaines (WGAV)
Amsterdam, N. Y.; evidentiary hearing is con-
tinued from Oct. 22 to Nov. 8.
By Hearing Examiner Charles J. Frederick on
the dates shown:
Ordered that prehearing conference will be
held Oct. 23 re mod. of cp of Capitol Bcstg. Co.
(WJTV ch. 12), Jackson, Miss. (Action Oct. 8).
By Commissioner Rosel H. Hyde on October 9:
Dismissed petition for enlargement of issues
in proceeding on application of Greenwood
Bcstg. Co. Inc., Greenwood, Miss., for cp for
new tv station to operate on ch. 6 in Green-
wood, Miss., filed by Delta Television Corp., and
motion to strike petition of enlargement of is-
sues by Delta and petition for enlargement of
issues and other relief by Greenwood.
By Chief Hearing Examiner James D.
Cunningham on the dates shown:
Ordered that hearings are scheduled in fol-
lowing proceedings on dates shown: fm appli-
cations of Hall Bcstg. Co. Inc., Los Angeles;
Hogan Bcstg. Corp., Long Beach, and Richard C.
Simonton, Los Angeles (all Calif.). (Dockets
12203-5; BPH-2175, 2180, 2239), on Dec. 17,
KOOS Inc. (KOOS-TV) to change from ch. 16
to ch. 11, and Pacific Television Inc., for cp for
new tv station to operate on ch. 11 in Coos
Bay, Ore. (Dockets 12199, 12200; BMPCT-4680,
BPCT-2309), on Dec. 19, am applications of
South Norfolk Bcstg. Co. Inc., South Norfolk,
Va., and Denbigh Bcstg. Co., Denbigh, Va., Dec.
20 (Actions Oct. 4).
By Chief Hearing Examiner James D.
Cunningham on the dates shown:
Ordered that hearings are scheduled on Dec.
20 in following am proceedings: Grady M. Sin-
yard, Fullerton, Ky., and Karl Kegley, Vance-
burg, Ky. (Dockets 12207-8; BP-11076, 11296);
David M. Segal and Kenneth G. Prather and
Misha S. Prather, Boulder, Colo. (Actions Oct.
11).
Upon consideration of request of WCAU Inc.
to withdraw its petition to intervene and for
enlargement of issues in re fm application of
Independence Bcstg. Co. Inc., Philadelphia, Pa.,
ALLEN KANDER
NEGOTIATORS FOR THE PURCHASE AND SALE
OF RADIO AND TELEVISION STATIONS
EVALUATIONS
FINANCIAL ADVISERS
WASHINGTON
1625 Eye Street, N.W.
Washington 6, D. C.
NAtional 8-1990
NEW YORK
60 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-4242
CHICAGO
35 East Wacker Drive
Chicago 1, Illinois
RAndolph 6-6760
Page 128
October 21, 1957
ordered that said petition is dismissed (Action
Oct. 10).
Granted motion of Bayou Bcstg. Corp. for dis-
missal of its application for mod. of cp to
change from ch. 40 to ch. 18 in Baton Rouge,
La., and retained in hearing status application of
Port City Television Co. Inc., for cp for new tv
station to operate on ch. 18 in Baton Rouge
(Action Oct. 10).
Granted petition of Palm Springs Community
Television Corp. for authority to intervene in
proceeding on applications of Palm Springs
Translator Station Inc., Palm Springs, Calif., for
cps for new tv translator stations, for mod. of
cps to increase ERP and make changes in ant.
system and for licenses to cover K70AL and
K73AD Palm Springs, Calif. (Action Oct. 10).
By Hearing Examiner Basil P. Cooper on
Oct. 10:
Granted motion of WKNE Corp, Brattleboro,
Vt., for continuance of date for the exchange of
exhibits from Oct. 14 to Nov. 25 and for further
hearing conference from Nov. 4 to Dec. 16 in
proceeding on its am application and that of
The KBR Stations Inc., Keene, N. H.
Ordered that prehearing conference will be
held on Oct. 29 on am application of Basin
Bcstg. Co., Durango, Colo.
By Hearing Examiner H. Gilford Irion on Oct. 11:
Gave notice that prehearing conference will
be held on Oct. 25 re am applications of Radio
St. Croix Inc., New Richmond, Wis., et al.
Gave notice that prehearing conference will be
held on Oct. 22 re am applications of West-
brook Bcstg. Co. Inc., Westbrook, Me., and
Sherwood J. Tarlow, Saco, Me.
By Hearing Examiner Millard F. French on
Oct. 10:
Denied motion for continuance by Fernandina
Beach Bcstrs. (WSIZ) Douglas, Ga., in proceed-
ing on its am application, and ordered that
further conference is scheduled for Oct 30 at
2:00 p.m.
By Hearing Examiner Thomas H. Donahue on
the dates shown:
Issued order following prehearing conference
re am applications of Jefferson County Bcstg
Co., Pine Bluff, Ark., and Kermit F. Tracy
Fordyce, Ark.; hearing will be held on Nov 18-
no further prehearing conference will be held
unless requested by parties; by memorandum
opinion and order, denied petition for leave to
amend his am application filed by Kermit F
Tracy to move his ant. site; unless objection is
made by parties to proceeding within five days
transcript of prehearing conference held on Oct'
3 is corrected in various respects (Actions Oct!
By Hearing Examiner Annie Neal Huntting on
Oct. U:
Granted motion of Public Service Bcste
Riviera Beach, Fla., and ordered that date for
exchange of applicants' direct cases is con-
tinued from Oct. 15 to Nov. 8; that date for
giving notice as to witnesses desired for cross-
examination is continued from Oct. 22 to Nov
16; that date for commencement of hearine is
continued from Oct. 31 to Nov. 20. Iledrmg ls
By Commissioner Rosel H. Hyde on October 14:
Granted petition of Philip D. Jackson, Weed
Calif., for extension of time to Oct. 23 to repiv
to amendment to motion to enlarge issues filed
by K C. Laurance, Medford, Ore., in proceeding
on their am applications.
Granted petition of Rev. Haldane James Duff,
Seattle, Wash., for extension of time to Oct 28
to file exceptions to initial decisions in pro-
ceeding on his am application and that of
Northwest Bcstrs. Die, Bellevue, Wash.
By Chief Hearing Examiner James D
Cunningham on dates shown:
Ordered that hearing is scheduled for Nov 13
re application of Chinook Television Co.,, for cp
to replace expired permit for ch. 23, Yakima\
Wash. Action Oct. 11.
Upon consideration of notification by American
Broadcasting-Paramount Theatres Inc., of with-
drawal of its petition to intervene in re mod of
cp of Capitol Bcstg. Co. (WJTV ch. 12) Jackson
Miss, ordered that the said petition is dis-
missed. Action Oct. 14.
By Hearing Examiner Thomas H. Donahue
on October 14:
Granted petition of St. Charles County Bcstg
Co., St. Charles, Mo., for leave to amend its am
application so as to change trans, specification
to another type, etc.
Issued order following first prehearing con-
ference m proceeding on applications of Beehive
Telecasting Corp. and Jack A. Burnett for cps
for new tv stations to operate on ch. 11 in
Provo, Utah; date of hearing now scheduled for
Oct. 21 is continued to Nov. 14.
By Hearing Examiner Basil P. Cooper
on October 14:
Granted petition of American Colonial Bcstg
Corp. (WKBM-TV ch. 11), Caguas, P. R., to
postpone prehearing conference and evidentiary
hearing re its application for mod. of cp Pre-
hearing conference scheduled for Oct. 16 and
evidentiary hearing scheduled for Nov. 6 are
continued to dates to be announced after Com-
mission has acted on the presently pending peti-
tion of Ponce de Leon Bcstg. Co. Inc., to dismiss
its petition.
Continued on page 133
Broadcasting
CLASSIFIED ADVERTISEMENTS
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• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 200 per word — $2.00 minimum • HELP WANTED 25£ per word — $2.00 minimum.
• All other classifications 30<^ per word — $4.00 minimum. • DISPLAY ads #20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). AH transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting expressly repudiates any liability or responsibility for their custody or return.
RADIO
Help Wanted
New station requires almost entire staff. Must
be experienced. Need news man, disc jockeys,
salesmen and continuity writer. News-men and
disc jockeys send tape with first letter. All tapes
returned. All replies confidential. Write Box
214B, BROADCASTING.
Management
Strong selling manager wanted for midwest
kilowatt! Good deal for rieht man. Part owner-
ship possible! Box 557B, BROADCASTING.
Expanding Florida stations. Desire station man-
ager with proven sales record. Send complete
details to Box 559B, BROADCASTING. All replies
confidential.
Young, experienced manager for well-eauipped
eastern seaboard daytimer in rural market. Good
pay and percentage of profits. Box 605B, BROAD-
CASTING.
Manager wanted is presently employed. Unusual
opportunity for right man. Brand new 500 watt
daytimer, southern metropolitan competitive four
station market. Manager will practically be part-
ner. Only investment required is your proven
record of success. Box 630B, BROADCASTING.
Manager wanted: Growing small station chain
wants manager for Alabama outlet who has
ideas for the future. This mpn must have a
proven sales record and be able to sell 85% of
local billing in friendly southern manner; be
able to become community leader. He must
have experience in management and working
people. Can easily earn $12,000 to $15,000 an-
nually. Good salary plus per cent of profits.
He must be married, have car, steady work rec-
ord. Send picture and complete resume of work
history. Apply Box 640B, BROADCASTING.
Commercial manager. Good Salary plus com-
mission for go-getter. Must be able to produce.
Enterprising station in Tidewater area. WDDY,
Gloucester, Va.
Sales
Needed. Well experienced salesman or sales
manager for eastern North Carolina regional.
Salary plus commission. Good opportunity for
alert salesman. Send information including photo
and references to Box 533B, BROADCASTING.
Young man, for new, progressive station in dry,
healthy climate. Box 571B, BROADCASTING.
New owners in expanding midwest single sta-
tion market need complete new sales staff. Fast
paced, contemporary programming. Guarantee
against liberal commissions, protected account
lists, no ' ceiling on earnings. Chance for ad-
vancement in fast growing organization. Full
resume and references first letter. Box 649B,
BROADCASTING.
Radio sales manager desired for No. 1 station in
rich market. Midwest. Excellent opportunity.
Salary plus commission. Send complete info first
letter to Box 674B, BROADCASTING.
Good opportunity in Wilmington, Delaware for
experienced man who can sell radio. Guaranteed
$125 per week against 15%. Personal interview
necessary. List age, education, experience, pres-
ent billing. Box 685B, BROADCASTING.
KAVE-AM-TV, Carlsbad, N. M., needs two time
salesmen. Good salary plus commission. Rush full
details immediately.
Live like a millionaire, and start making your
million while you're doing it. Come to Cali-
fornia! . . . not just for the winter . . . but for
a permanent sales position with a young, ag-
gressive, expanding organization. We'll meet
your terms if you're an experienced salesman
with a proven production record ... so no
matter how well you're doing now, this is your
big chance to make the break to California . . .
to start striking it rich without any cut-back
from your present income. Apply Radio Station
KJOY, Hotel Stockton, Stockton. You'll be glad
you did!
Need salesman-announcer. Good guarantee plus
commission. Can make ideal money if you're
right man for job. Short on-the-air chores. Sell-
ing stressed. State qualifications. Enclose photo — ■
age. Contact John Hendry, General Manager,
KNCO, Garden City, Kansas.
RADIO
Help Wanted— (Cont'd)
Sales
Experienced salesman for progressive 250 watt
daytimer. Midwest. Guarantee against commis-
sion. Sales manager position presently open.
KLEX, Lexington, Missouri.
Wanted, experienced radio time salesman for
top station in one of Mississippi's largest mar-
kets. Must have proven sales record. Send full
information to Ross Charles, General Manager,
WDDT. Greenville, Mississippi.
Immediate sales opening, regional thousand-
watter. Car a must. Large sales area. 26-year-old
station. Apply letter only. WDEV, Waterbury,
Vermont.
We want a hungry young fellow to take over our
sales department. Guarantee plus 15% commis-
sion. No limit to sales opportunity in this market.
Call or write WIRO, Ironton, Ohio.
Announcers
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, BROADCASTING.
Florida top-notch pop DJ. $100 week to start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, BROADCAST-
ING.
Combination man for morning duty eastern North
Carolina network affiliate. Please send full par-
ticulars and tape. Box 531B, BROADCASTING.
Good combo strong on announcing needed soon.
No maintenance. Audition tape and references
should be sent immediately. Box 532B, BROAD-
CASTING.
Top-rated thousand watt daytime indie in west-
ern New York college town wants top-rated
morning man. Good voice, professional produc-
tion and commercial delivery a must. No mal-
contents, no social misfits, no amateurs wanted.
A sharp outfit, we intend to stay that way. If
you think you qualify list salary requirements
and availability. Rush tape, picture, background
and references. Box 552B, BROADCASTING.
Illinois 1,000 watt independent daytimer wants
qualified announcer who is also an experienced
reporter. Staff announcing position with part-
time duties of newsman. Personal interview re-
quired. List age, education, experience in de-
tail. Box 560B, BROADCASTING.
Morning man. 50 kw eastern network station
needs man with personality and ideas for four-
hour morning record show. Not a top-40 opera-
tion. Send tape, complete background, recent
photo to Box 590B, BROADCASTING.
Immediate opening for experienced announcer.
Midwest. Send tape, resume and photograph.
Personal interview will be a necessity. Box
593B, BROADCASTING.
Announcer-engineers, first class ticket. Must be
ready to report on or about October 1, on short
notice. Northeastern Ohio area station. Rush
letter only; no tape now. Good pay. Medium
market. 5 kw am-fm. Box 606B, BROADCAST-
ING.
Winter's coming on. Have immediate opening at
1000 watt independent in sunny Florida. Up to
one hundred forty if you can qualify. Send tape,
fact sheet and photo to Box 608B, BROADCAST-
ING.
Announcer, first phone, no maintenance. Must
have good voice, experience. Good pay and
fringe benefits. Eastern seaboard. Box 661B,
BROADCASTING.
Announcers wanted for am station in metropol-
itan market in Virginia. Salary between $5,000
and $10,000 depending on ability. Box 627B,
BROADCASTING.
Opening for announcer who sounds convincing
on news, commercials and reads without constant
fluffs. Rush resume to Box 643B, BROADCAST-
ING.
RADIO
Help Wanted— (Cont'd)
Announcers
$150 for "rhyming deejay." Fast patter, bright,
clear voice. Not rhythm & blues. Midwest. Box
597B, BROADCASTING.
Pennsylvania independent wants man with some
experience for straight announcing. $70. Perma-
nent position. Box 660B, BROADCASTING.
Effective announcer familiar with continuity,
ready for sales. Wages match ability. Box 663B,
BROADCASTING.
Immediately! Experienced announcer. Must be
a top air salesman. New England. Send tape,
resume, salary wanted. Box 693B, BROADCAST-
ING.
Announcer for early morning shift. Must be
sharp on reading weather, markets, news and
sports. At least 2 years station experience. First
application by letter only. Do not send tape.
Radio KCOL, Fort Collins, Colorado.
Opportunity for married staff announcer. Send
resume. ABN Network. KFRO, Longview, Texas.
Texas country and western, 10,000 watt, inde-
pendent going on 24 hours. Need two first-class
ticket country dj's. Must be good. No floaters.
Send tape, picture, letter. Salary open. KHEY,
El Paso, Texas.
DJ for popular music, local news station. Possi-
ble sales, good salary. KLEX, Lexington, Mis-
souri.
Excellent opportunity for anonuncer in a great
town. Prefer man from New Mexico or nearby
states, that personal interview may be easily
arranged. KRSN, Los Alamos, New Mexico.
WAHL, Hastings, Michigan needs one more first
phone combo. Will consider beginner.
Announcer with approximately one year experi-
ence looking for permanency and a real future,
for morning show. Send tape, resume and pic-
tures to WARK, Hagerstown, Maryland.
$100.00 per week at fulltime network kilowatt
for experienced announcer to assume some PD
responsibilities. You'll like station facilities, co-
workers, growing town of 18,000. Contact Howell
Ashford, WCRK, Morristown, Tennessee.
Announcer opportunity: 1 kw daytime ABC Net-
work station. Resort community ideal living and
working conditions. Send resume. Experience not
necessary. Apply Jack Younts, WEEB, Southern
Pines, N. C.
5000 watt Mutual Network station needs ex-
perienced announcer. New ownership. Tapes,
references, photo and details in first letter. Bob
Berry, WEIM, Fitchburg, Mass.
Can you do a very fast-paced dj show? Can you
do an easy-going relaxed show? Can you sell-
air wise? Would you like to work with one of
Ohio's finest independents in a city of 30,000?
If yes on every count, we should get together.
Go places with a progressive station. Send com-
plete resume, tape and photo to Clyde Johnson,
Program Director, WFIN, Findlay, Ohio. We will
hold your application in strict confidence.
Where are all the good announcers? Top salary
for announcer-dj with good voice for music, news
and sports station in friendly, growing, com-
petitive market. Best working conditions. Must
be good. Rush tape and resume to John Garrison,
WFUN, Huntsville, Alabama.
Staffer-sports man needed immediately for mid-
west station in metropolitan market. Play-by-
play ability not essential. Call WKMF, Flint,
Michigan.
Florida station with 5000 watts needs experienced
announcer. Southern man preferred. Send short
tape, picture and complete history to S. O
Ward, WLAK, Lakeland, Florida.
Announcer, strong on records and commercials
for afternoon shift. Send tape and particulars
first letter to Program Director, WSBA, York,
Penna.
Combo announcer-engineer with emphasis on
announcing. This is a good, permanent job.
E. H. Whitehead, Rusk, Texas.
Broadcasting
October 21, 1957 • Page 129
RADIO
Help Wanted— (Cont'd)
Technical
Chief engineer for Pennsylvania operation. Main-
tenance and repair experience essential. Con-
struction experience an advantage. Prefer mar-
ried man seeking permanency. Up to $125 weekly
to start. Car necessary. Send resume and photo.
Box 275B, BROADCASTING.
Engineer-announcer, with first class. Midwest
daytimer in city over 35,000. Programs accent
local news and gentle music. $110 for 42-hour
week. Box 554B, BROADCASTING.
Chief engineer for major midwestern market,
5,000 watt daytime station, RCA equipped, beau-
tiful facilities. Must be excellent on maintenance
and run meticulous operation. $100.00 plus. Box
584B, BROADCASTING.
Chief engineer-announcer for fulltime single
market network station. $100.00 weekly for right
man with fair engineering ability and strong
announcing. Contact KRTN, Raton, New Mexico.
1st class engineer, WARF, Jasper, Ala.
Engineer — First class man who can either write
copy, sell or announce. Top salary commensurate
with ability. WBRV Boonville, N. Y. Phone 11.
Combination 1st class engineer-announcer. Main-
tenance experience, good pay, references, photo
required. WKIN, Box 227, Kingsport, Tennessee.
Immediate opening, first phone operator. WSYB,
Rutland, Vermont.
Production-Programming, Others
Expanding and growing radio-tv news operation
needs two new staff members . . . must be strong
on reporting and news knowhow, ability to do
air work preferred, but not essential. Speed in
filling these positions is of primary importance.
Send complete and full information with picture
in first letter. Include salary requirements. Box
589B, BROADCASTING.
Instructor radio-television, northeast liberal arts
college. M.S. Send credentials. Box 613B,
BROADCASTING.
News editor for NBC station in midwest. Top
salary. Must report, write and air news. Send
tape and background resume. Position available
now. Box 614B, BROADCASTING.
Women's director-continuity chief. 'Capable of
handling air work, with balance of time in con-
tinuity. Top pay for professional at daytime
one kw station in central Illinois. Box 638B,
BROADCASTING.
Leading independent in southeast has immediate
opening for top-flight news director. Must be
adept in local news coverage, air work and
newscasting. Excellent salary. Send photo, tape
and background to Box 645B, BROADCASTING.
Continuity man or woman who can write good
selling copy and be in charge of continuity de-
partment. Send complete qualifications 1st let-
ter. Box 659B, BROADCASTING.
Middle U.S. 5 kw radio station interested in
securing topnotch sharp idea man as radio pro-
gram director. Unusual opportunity. Top salary.
Send audition tape and info to Box 675B,
BROADCASTING.
Newsman. Radio-television, capable leg and air
man with small market station experience who
can gather, write, and air news; journalism
education background preferred; married; vet-
eran; stable and dependable with good refer-
ences; one who wants a permanent berth in a
news department which has twice received na-
tional recognition. Scale starts at $85 for 40
hours. Salary commensurate with experience
and ability. Write or phone W. P. Williamson,
WKBN, Youngstown, Ohio. Sterling 2-1145.
RADIO
Situations Wanted
Management
Station manager— Thirty years in all phases of
radio and television. Strong on sales, economical
operation and ratings. Solid, dependable. Per-
sonal, business and financial references available.
Prefer medium sized market. Box 610B, BROAD-
CASTING.
Sales manager — Twenty years radio, three years
television both regional and national. Good or-
ganizer, hard worker. Dependable. Full refer-
ences. Available for interview. Box 611B,
BROADCASTING.
Manager — college degree, first phone license, age
32, desires larger market in south. Box 615B,
BROADCASTING.
RADIO
Situations Wanted — (Cont'd)
Management
Manager, sales, program, announce. 36. Prefer
Michigan, Wisconsin, northern Minnesota. Box
644B, BROADCASTING.
Eleven years sales, including three sales man-
ager. 31, family, stable, active in community af-
fairs. Good references will stand close check.
Fine record. Want sales, general manager. Box
658B, BROADCASTING.
Announcers
Sports announcer. Football, basketball, baseball.
7 years experience. Finest references. Box 974A,
BROADCASTING.
Young, blind street musician, born in Vermont
24 years ago, seeks position with radio station
as disc jockey. Two years high school education
in addition to Perking School for the Blind and
Cambridge School of Radio and Television.
American Foundation for the Blind has supplied
reading glasses which give sufficient independ-
ence to stand at mike. Interested mainly in do-
ing country disc jockey show. Box 359B, BROAD-
CASTING.
Seeking job as staff announcer radio-tv. Thor-
oughly trained. Live commercial experience.
Pleasing voice, personality. Tape available. Box
369B, BROADCASTING.
Deejay, personality. Run board, restr. ticket.
Likes work. Looking for spot to grow in. Go
anywhere. Tape and resume, Box 468B, BROAD-
CASTING.
Negro deejay. Good board man, fast patter,
smooth production. I'm the one you're looking
for. Tape and resume. Box 469B, BROADCAST-
ING.
Gal deejay, run board, double as recep. if
needed. Plenty of ideas to grab audience. Tape
and resume. Box 470B, BROADCASTING.
Attention Florida, Arizona, New Mexico, and
California stations. Versatile dj -salesman, mar-
ried, sober, reliable, experienced, employed, seeks
change for more change. Box 510B, BROAD-
CASTING.
2 years experience. Strong music, Basie to
Beethoven. News, write continuity and copy.
Tops on board. Box 525B, BROADCASTING.
Newscaster-announcer. 15 years experience with
50 kw o&o stations, plus live tv. 35, pleasing
appearance. Record proves top news audience
builder. Now in NYC, but wants permanent
location in west. Box 556B, BROADCASTING.
Top-rated country and western deejay. First
phone. No maintenance. Box 575B, BROAD-
CASTING.
I'm looking ahead, are you? Desire play-by-play
of basketball and baseball. Presently sports di-
rector in southwest. Box 618B, BROADCASTING.
Excellent announcer, honest, conscientious, 10
years experience all phases. Desires permanent
position with good, well-liked station southeast.
Good salary required. Box 621B, BROADCAST-
ING.
If you're looking for an experienced announcer
who can operate a console, and is not "run of
the mill" and can capably handle and breach in
station operation when occasion demands, then
write to Box 633B, BROADCASTING, for all in-
formation, resume and tape.
Announcer: Versatile, pleasing appearance, good
voice. Valuable experience tv. 2 years radio.
College degree in radio-tv. Married. 26. Tape,
photo available. Box 636B, BROADCASTING.
Experienced combo announcer-dj, all phases in-
cluding tv, play-by-play all sports, flexible
style. Two years with fop flight independent,
proven ability to build audience, reached satu-
ration point present market, ready to move up.
3rd phone, good commercial delivery, prefer
northeast, will consider other offers, vet, 29,
married. Box 648B, BROADCAST.
Girl dj -announcer, willing to learn all phases
radio, part-time or week-end work near Chi-
cago, car. Box 650B, BROADCASTING.
DJ have tape, will travel. N. Y. state, eastern
seaboard area. Box 666B, BROADCASTING.
Announcer-sportscaster, experienced, prefers
east coast; good tape and references. Box 669B,
BROADCASTING.
Versatile announcer. 2 years staff experience,
run board. Car, travel. Box 671B, BROADCAST-
ING.
RADIO
Situations Wanted — (Cont'd)
Announcers
Overseas situation required. Engineer, an-
nouncer, writer, musician. Steady, reliable. Box
672B, BROADCASTING.
Announcer. First phone. Three years experience.
Box 681B. BROADCASTING.
Baseball announcer-PD, desires more minor
league experience in good market. Currently
employed in midwest market of 500,000. Uni-
versity graduate. Box 682B, BROADCASTING.
Attention fast-moving station. Sports announcer,
play-by-play, recaps, dj work, and news. Col-
lege graduate. Beginner; willing to work hard;
willing to learn. Radio and tv work in college.
Draft deferred, available immediately. Will
travel. Box 686B. BROADCASTING.
Sports and staff announcer, emphasis on play-
by-play, want opportunity in tv-radio operation.
College graduate, age 23, 5 years experience,
want permanence. Presently employed. Box
689B, BROADCASTING.
Experienced staff announcer. 2\'z years experi-
ence. Family man. Position must be steady.
Prefer east. Peter J. Ward, WRIC, Richlands,
Virginia.
Like work, love good radio. Experienced dj de-
sires permanent job in eastern metropolitan
market. Wife and Sputnik II. Minimum $100.
Have great potential, many PD's agree. Wish one
would hire me! Ted Eldredge, Garden 8-2715,
Osterville, Mass.
Combination man, all staff duties. 1st ticket.
Married. Have car. Kirby, 503 71st Street, Seat
Pleasant, Maryland. Redwood 6-8368.
Experienced in play-by-play, also music, news.
26 single, veteran. Travel anywhere. Peter
Kohler. Box 403, New Canaan, Connecticut.
Graduate. Hardworking, college. Know music.
Tape, photo on request. Will travel. Si Mitchell
1511 N. Bell, Chicago.
Announcer with over 10 years experience look-
ing for a change of climate. News, play-by-play
hot and smooth disc shows experience. Sales ex-
perience also. Reply to B. Stamper, WKDN,
Camden 4, N. J.
Adaptable, versatile announcer with restricted
license. Has excellent potential. I repeat, has
excellent potential. A. J. Waran, 1628 E. Ocean
Blvd., Long Beach, California. Hemlock 7-9292.
Chief-combo five years experience, well qualified
fine voice and first phone. Dale Woodbine,
Newton, Iowa, phone 971 W.
Technical
Seeking job as radio or tv engineer with first
class ticket. Can handle any job plus personnel.
Best of references. Box 574B, BROADCASTING
6 years experience as engineer. No announcing.
Prefers New York. Box 626B, BROADCASTING.
Chief engineer-announcer. Lots of experience
both fields. Family man. Locate in south. $500
month. Box 641B, BROADCASTING.
Young, sober, married, reliable combination man
desires change to northeastern U. S. Two years
experience. Can you use me? Box 642B, BROAD-
CASTING.
Southwest only. Engineer— experienced radio-tv
Some announcing and selling, with references
Jack F. Sims, Breckenridge, Texas.
Production-Programming, Others
Announcer-salesman; can write copy, program
do sports play-by-play, dj all types of music!
4 years experience, married, responsible, sober,
29, employed, seeking position with future. Box
509B, BROADCASTING.
Ambitious business lady, 28. Position as assistant
continuity editor, typing supervisor, or recep-
tionist-typist. 10 years experience. Box 617B,
BROADCASTING.
Trained, experienced male copywriter will go
anywhere for reasonable wage. Have car, best
references. Good knowledge of radio. Can record
either straight or production spots. Available im-
mediately. Small town station preferred. Written
samples on request. Box 628B, BROADCASTING.
Page 130 • October 21, 1957
Broadcasting
RADIO
TELEVISION
TELEVISION
Situations Wanted — (Cont'd)
Production-Programming, Others
Director news, special events. Outstanding ex-
perience television and radio over fifteen years.
Producer award winning news, public affairs
programs. Aggressive, competitive. Top flight or-
ganizer and air personality for aggressive inde-
pendent operation offering real challenge. Box
634B, BROADCASTING.
Continuity director available immediately.
Twelve years experience radio-tv. Excellent ref-
erences. Box 647B, BROADCASTING.
9 years experience, all phases. First phone. Pre-
fer program director-sportscaster or salesman-
sportscaster duties. Am looking for opportunity
to advance. Box 655B, BROADCASTING.
Seeking good staff or program director position.
Midwest to west coast. Three years experience.
University graduate, married, veteran. Refer-
ences. Box 673B, BROADCASTING.
TELEVISION
Help Wanted
Management
Sales manager for tv; middle west, middle range
metropolitan market; basic network affiliation;
rugged competition. Offers complete sales author-
ity over network, regional and local sales with a
staff of four. Age preference, 35 to 45; must have
at least 3 years tv experience. Give current ac-
tual income status. Box 622B, BROADCASTING.
Sales
Small market local television time salesman who
seeks greater opportunity in larger New England
market contact Box 619B, BROADCASTING.
NBC fullpower station in central U. S. has im-
mediate opening for man qualified to act as
assistant tv sales manager. Opportunity unlim-
ited as to salary and future. Important position.
Send complete details to Box 677B, BROAD-
CASTING.
Announcers
Disc jockey for on-camera tv teenage dance pro-
gram. Program on air over 1 year, successful,
sold out. Present talent forced to leave because
of health problem. Opportunity for good base
pay scale and talent fees. Some announce board
work required. Must have drive and be mature
enough to handle teenage guests. Preferred age
span, 25-35. Location, midwest metropolitan mar-
ket, basic network affiliate station. Please give
current income status in replying; also send
photograph and tape or film if possible. Box
623B, BROADCASTING.
KAVE-TV, Carlsbad, N. M., needs one on-camera
announcer. Will train radio man. Send tape,
picture, details immediately.
Two experienced announcers with control room
experience for top regional am and full power
vhf-tv. Minimum of two years experience re-
quired. Send full information, audio tape
labeled, with return postage, and recent picture,
to Merritt Milligan, KHQA-TV, WCU Building,
Quincy, Illinois.
Midwest station needs a versatile, experienced
announcer and disc jockey. Will be given an
opportunity to work into tv production. Send
details to Program Director, WGEM-TV, Quincy,
Illinois.
Technical
TV studio engineers, first class license. Large
southeastern market vhf station. Full color and
remote facilities. Please write Box 547B, BROAD-
CASTING.
Chief engineer for outstanding southwest tele-
vision station with network affiliation. Ideal
climate and living conditions. Box 653B, BROAD-
CASTING.
Arizona tv station needs engineers due to ex-
panding schedule. First class license required.
Box 654B, BROADCASTING.
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B, BROADCASTING.
Help Wanted— (Cont'd)
Technical
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING. '
First phone engineer. Salary dependent on ex-
perience. Contact Chief Engineer, WTVD, Dur-
ham, N. C.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee,
Wisconsin.
Production-Programming, Others
Artist-photographer combination. Must have let-
tering and cartooning and general art back-
ground, also knowledge of Bolex 16mm, Lika
and Polaroid cameras. Give background and
salary requirements to Box 637B, BROADCAST-
ING, southeastern NBC affiliate.
Here's a real opportunity for a director of opera-
tions for NBC full power tv station in central
U. S., unlimited opportunities. Send complete
background, experience, salary to Box 676B,
BROADCASTING.
Promotion manager needed for 5 kw radio and
NBC-TV station in rich market. Central U. S.
Box 678B, BROADCASTING.
TELEVISION
Situations Wanted
Announcers
Top-rated sportscaster, two years with nationally
known vhf in northeast. Wants livelier sports
area. News, commercials. Radio too. Resume.
SOF. Box 624B, BROADCASTING.
Canadian, 7 years radio-tv experience wishes
American tv-radio market. Primarily commer-
cial announcer-newscaster-writer. Box 646B,
BROADCASTING.
Eureka, you've found it! Top tv announcer in
medium market. Proven on-air salesman in both
radio and tv with references to prove it. Tape,
picture, resume. Box 652B, BROADCASTING.
Young, married tv man with two years on-
camera experience, commercials, news, weather,
sports, desires major market spot in N. E. Avail-
able for personal interview use. Box 684B,
BROADCASTING.
Situations Wanted — (Cont'd)
Technical
Chief engineer, experienced, reliable, sober, fam-
ily— construction, maintenance, operation. Excel-
lent references. New owners — I move. Box 620B,
BROADCASTING.
Transmitter engineer, 5 years experience with
vhf desires position in Florida. Box 632B,
BROADCASTING.
Film technician and cameraman with experience.
Will relocate, resume on request. Also advertis-
ing agency experience. Box 679B, BROADCAST-
ING.
Production-Programming, Others
Program director-producer-director. Live televi-
sion and fllms. Twelve years all phases program-
ming-production. Stations and advertising agen-
cies. Will relocate. Top credits and reference*.
Box 414B, BROADCASTING.
Production manager with programming experi-
ence desires to relocate in or out of the country.
7 years tv experience; top references. Box 607B,
BROADCASTING.
Progressive young producer/director seeks cre-
ative outlet with challenging station. Experi-
enced . . . unencumbered. Write, run . . . wire.
Box 616B, BROADCASTING.
Two years varied tv experience, presently em-
ployed, seeking greener fields. Columbia grad-
uate, 28, single, willing to travel. Box 665B,
BROADCASTING.
Tell children's stories. Woman college and tele-
vision school graduate. Write and give com-
mercials. Experienced dramatic productions.
Solo soprano or quartet. Picture and resume on
request. Box 667B, BROADCASTING.
Director, producer, writer. Versatile young man,
interested in growth possibilities. Box 670B,
BROADCASTING.
Producer-director. iy2 years commercial experi-
ence background in live theatre. B.S. in Adver-
tising. Box 683B, BROADCASTING.
FOR SALE
Stations
500 watt daytime independent station in mid-
Atlantic state. Twenty thousand down. Balance
terms. Must sell. Box 529B, BROADCASTING.
Oil country station. $15,000 down, pay balance of
$30,000 over 5 to 10 years. Paul H. Chapman
Company, 84 Peachtree, Atlanta or 17 East 48th,
New York.
Small metropolitan market, central eastern states,
$90,000; $20,000 down will handle. Paul H. Chap-
man Company, 17 East 48th, New York.
Make your RADIO and TV future secure
with a
First Class F, C. C. License
Grantham Training Prepares You Here's Proof! £S
Grantham School of Electronics specializes in how lonS it took them:
preparing students to pass FCC examinations. License Weeks
3+ehtrwirf„?rklytalld In' AH C°UrS? b^in Douglas Moore, 5102 Flambeau Rd„
with basic fundamentals— NO previous training Madison Wise 1st 11
required Beginners get 1st class commercial (not Ri"chard Meehan, i66" Jerome' St.',
amateur) license in 12 weeks! Brooklyn, N. T 1st 10
A. C. Stone, 3039 - 44th St., N. W.,
. , . Washington, D. C 1st 22
Learn by Mail Or in Residence Leo Bishop, 37 Calle Contenta, Flagstaff,
„ , . .... , , . Ariz 1st 12
You can train either by correspondence or in paul Chuckray, 6S74 Weber Rd., Affton,
residence at either division of Grantham School Mo 1st 11
of Electronics— Hollywood. Calif., or Washing- Carl Deare, Jr., P.O. Box 467, Jeanerette,
ton, D. C. Send for free booklet. La 1st 11
IAIL COUPON TO SCHOOL NEAREST \OC
GRANTHAM SCHOOLS, Dept. 14-0
821 19th St., N.W.. Washington 6, 0. C.
OR
1505 N. Western Ave., Hollywood 27, Calif.
Please tend me your free booklet, telling how I can get my FIRST CLASS
FCC license quickly. I understand there is no obligation and no salesman
will call.
Address.
.City.
_State_
I am interested in: □ Home Study □ Resident Classes
Broadcasting
October 21, 1957 • Page 131
FOR SALE — (Cont'd)
Stations
Facility engineer states possible to move into one
of nation's major markets from closeby small
market. $55,000 total price. Paul H. Chapman
Company, 84 Peachtree, Atlanta or 17 East 48th,
New York.
Maryland secondary market station. $21,000 cash
down on 30% formula. Paul H. Chapman Com-
pany, 17 East 48th, New York.
Two Florida single station markets. Down pay-
ments respectively $24,000 and $15,000; payoff
under $600 per month each. Paul H. Chapman
Company, 84 Peachtree, Atlanta.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
UHF equipment, used. 1 kw GE transmitter, GE
TY-24-B helical 4-bay antenna and all studio
and transmitter equipment necessary for live,
film and network operation. Very reasonable.
Box 946A, BROADCASTING.
One RCA uhf transmitter— TTU-1B in excellent
condition. For details: Box 631B, BROADCAST-
ING.
Mobil unit. 1956 Ford Country Sedan with
Motorola two-way radio, complete. Best cash
offer. Box 635B, BROADCASTING.
WE-23A console, suitable for small operation or
museum piece. $200.00 FOB, KABR, Aberdeen,
South Dakota.
5 kw Western Electric transmitter. This is the
latest xmitter Western built, has air cooled tubes
and is in topnotch operating condition. High
voltage rectifier tubes and sockets are converted
$2000.00 spare tubes and parts included. Power
reduction switch and two crystals on 1070 kcs.
Placed in service September 1948 and available
about middle of November. Price $5000.00 crating
extra if desired. KHMO, Hannibal, Missouri.
Dage model 701-A (convertible to color) film
camera chain complete with vidicon tube, all
power supplies, master monitor and housing,
cables and instruction manuals. Best offer. Dave
Green, KXLY-TV, Spokane, Washington.
Western Electric am transmitter — 1 kw — now in
use, but can deliver anytime. First $2000.00 cash
gets it. Phone WETO, Gadsden, Alabama.
Gates yard console. One year old. New condi-
tion. Expanding operations make sale necessary.
Price $750.00. Wire or phone WPDQ, Jackson-
ville, Florida.
2 Fairchild model 202 turnet head transcription
arms-viscous camping, includes 3 cartridges, $90
each; 2 Fairchild model 205 passive equalizer $50
each; Clarkston model 212 G transcription arm
$15; Livingston ' transcription arm $15. WWBZ
Inc., Vineland, New Jersey.
Available immediately — 200 foot self-supporting
CN Blaw-Knox tower. Six years old. WWIN,
Baltimore, Maryland.
RCA 66A modulation monitor. Perfect. Make
offer. Harry Boone, 200 Brightside Ave., Pikes-
ville, Maryland.
North Detroit, 1 LWS. Former WCAR studio,
transmitter, completely equipped on 36 acres in
fast growing area. Miracle mile shopping center
nearby. Unusual opportunity for future apprecia-
tion. High elevation. Call or write. Max Broock
Inc., 300 S. Woodward, Birmingham, Mich. Mid-
west 4-6700.
1 kw fm transmitter, monitors, co-ax feed line,
antenna and spare tubes $2,000.00. I. K. Corkern,
960 E. River Oaks Drive, Baton Rouge 6, La.
For sale: Ampex 350 full track portable recorder,
with four channel mixer. Practically new, used
only 4 times. Cost $1568. Sell for $1200. H. White,
2123 Kenmore Ave., Bethlehem, Pa.
WANTED TO BUY — (Cont'd)
Stations
Radio station in medium or small market in
California, Arizona, New Mexico or Florida by
three experienced, financially responsible, active
radio men. Box 609B, BROADCASTING.
Interested in purchase or control of radio station
in western Pennsylvania. Preferably northeast or
west of Pittsburgh. Replies confidential. Write
Box 629B, BROADCASTING.
General manager and sales engineer want own
station. Cash or down payment plus. All replies
confidential. No brokers please. Box 656B,
BROADCASTING.
Stations wanted. New Mexico, Colorado, Texas,
Oklahoma, Louisiana, Arkansas, Missouri, Kansas.
Private service. Ralph Erwin, Broker. Box 811,
Tulsa.
Equipment
Wanted to buy, 10 kw fm transmitter, other fm
accessories. Reply Box 467B, BROADCASTING.
Wanted — 1 kw fm and monitor. Box 570B,
BROADCASTING.
3 kw fm transmitter. Box 612B, BROADCAST-
ING.
10 kw fm transmitter and frequency monitor.
Also, small station console, turntables, tape-
recorders, etc. Box 625B, BROADCASTING.
Want to buy tv mobile remote unit completely
equipped. Also microwave. Box 639B, BROAD-
CASTING.
1 to 3 kw fm transmitter plus monitors and
rings. Advise best price. KOSI, Denver, Colorado.
Wanted: 3 kw fm transmitter, modulation moni-
tor, frequency deviator, etc. All equipment, turn-
tables, console. Write, phone or wire Dick
Drury, Audio Recording Co., Cleveland, Ohio.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30, Pa.
INSTRUCTION
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
RADIO
RADIO
Help Wanted
WANTED— IMMEDIATELY
2 Announcer Salesmen (Hillbilly
and Popular)
1 Announcer Engineer
1 Announcer Copywriter
by six-year-old 1,000 daytimer, in-
dependent. In one station market
located Southwest Virginia; new
station manager. New policy. Com-
plete change of personnel and pro-
grams. $75.00 per week for an-
nouncer. Other duties — extra pay.
Send resume and tape with first
reply. Box 651 B, BROADCASTING.
Help Wanted— (Cont'd)
Announcers
* FLORIDA |
* DJ - ANNOUNCER *
J Aggressive Independent looking *
jf for top-flight popular music DJ- *
J Announcer. Beautiful South *
* Florida City on Coast. Not a *
* major market but you can make *
* major market money if you're *
* willing to work. Air mail tape *
*- of DJ, News, Commercials and *
* include resume and references. %
J Give minimum starting salary, f
J Box 662B, BROADCASTING +
★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★
Production-Programming, Others
NEWS DIRECTOR
Man with drive. Must be willing
to work. Fulltime position at a
fine, small market radio station in
the east. Must have experience,
and be a top-flight newscaster
thoroughly experienced in local
reporting and able to direct other
news personnel. Salary open.
Box 664B, BROADCASTING
RADIO
Situations Wanted
Management
PRESIDENT AND MANAG-
ER of 1,000 watt fulltime indie
in midwest must leave present
position because of small daugh-
ter's health. Wish to re-locate in
Florida or west coast preferably.
Eleven years proven experience,
several in major market in man-
agement, news, special events
and public relations, both radio
and tv, 32 years old. Bachelor of
Science Degree, excellent refer-
ences and background. Resume
and tape on request. Will also
consider position as announcer
if offer is right.
Box 657B, BROADCASTING
Management
Production-Programming, Others
WANTED TO BUY
Stations
2 executives of highly competitive market desire
established station in medium sized expanding
market ... no brokers. Box 583B, BROADCAST-
ING.
MANAGER
Experienced in sales and sales
direction. Eastern metropolitan
market. Independent operation.
Box 680B, BROADCASTING.
SALARY OPEN
PROGRAM-SPORTS DIRECTOR
11 years all play-by-play. 5 years
PD and Sales. Top DJ, News.
TV Sports. Family. Now East
Coast. Will relocate.
Box 668B, BROADCASTING
Page 132 • October 21, 1957
Broadcasting
FOR SALE
Equipment
Transmitter, VHF Dumont 25
kw for any low band VHF
needing maximum power. Like
new but has had one year's
shakedown operation. No bugs.
(Now on Channel 5)
Transmitter, console, terminal
equipment — Dumont. Console
includes audio and video
switching and monitoring. Pre-
wired audio racks.
Box 688B, BROADCASTING
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7, D. C.
Facts About People and Jobs
We refer announcers to stations only after
listening: to audition tapes and checking;
backgrounds. For sales and production per-
sonnel for radio or tehnision, we require
personal interviews.
HENRY SCHAPPER AGENCY
Personnel for the Communication Arts
15 East 40th Street, New York 16, N. Y.
Murray Hill 3-8626
PAUL BARON
Director for Radio-TV-Film, Advertising
No advance registration fees
MISCELLANEOUS
RADIO STATIONS
Having Sales Problems?
GBA has had the answer for 13 years. We
will sell our programs or yours.
Special programs for sale
Sales clinic for your staff
Will lease your station
Box 530B, BROADCASTING
EMPLOYMENT SERVICE
NO
MATTER
HOW
you look at it,
a classified ad on
this page is your
best bet in getting
top-flight personnel.
FOR THE RECORD Continued from page 128
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of October 11
KBMI Henderson, Nev. — Granted assignment
of license to KBMI Inc.
KXLJ-TV Helena, Mont.— Granted assignment
of cp to Capital City Television Inc.
WHIY Orlando, Fla. — Granted acquisition of
negative control by each Gordon Sherman and
Melvin Feldman, through purchase of stock
from Emil J. Arnold, Robert Wasdon and Jack
Siegel.
WDSM-TV Superior, Wis. — Granted cp to re-
place expired cp for changes in tv station.
KYW-FM Cleveland, Ohio — Granted cp to in-
crease ERP to 27 kw, move trans, to Parma,
Ohio, and make changes in ant. system; ant.
height 900 ft.
KSTF Scottsbluff, Neb. — Granted cp to main-
tain ant. system incorporated in BMPCT-4162 as
aux. facilities.
WFLN Philadelphia, Pa.— Granted mod. of cp
to change ant. system (move ant. 183 ft. east of
location originally proposed) and correct co-
ordinates; conditions.
WAMM Flint, Mich. — Granted mod. of cp to
change directional ant. pattern.
WPVA Colonial Heights, Petersburg, Va. —
Granted mod. of cp to change type trans., make
changes in ground system and ant. system
(decrease height); conditions.
The following were granted extension of com-
pletion dates as shown: WANE-TV Fort Wayne,
Ind., to 1-15-58; KIEM-TV Eureka, Calif., to 3-1-
58; WORA-TV Mayaguez, P. R., to 4-13-58;
WNOW-TV York, Pa., to 11-30.
WCKR-FM Miami, Fla. — Granted authority to
suspend operation of station for a period of 6
months during which time licensee will in-
vestigate and obtain new trans, site. (Period to
start Oct. 12, 1957.)
Actions of October 10
Granted licenses for the following am stations:
KQTY Snohomish County Bcstrs., Everett,
Wash., conditions; KEPS Uvalde Bcstrs., Eagle
Pass, Tex.; KXVI, Joel Ellis Wharton, Vivian,
La.; KWIV Douglas Bcstg. Die, Douglas, Wyo.
KSPR Casper, Wyo. — Granted license covering
change in studio location and increase in height
of ant. by adding tv ant.
WMHE Toledo, Ohio — Granted license covering
cp for new fm station.
WGFS Covington, Ga. — Granted cp to change
studio and ant. -trans, location and make changes
in ant. and ground system.
The following stations were granted extension
of completion dates as shown: WARE Ware,
Mass., to 12-1; WALT Tampa, Fla., to 12-1;
WPGC Morningside, Mi, to 12-20 (conditions on
all).
KUVR Holdrege, Neb. — Granted change of re-
mote control authority.
KDWT Stamford, Tex. — Granted permission to
sign-off at 7 p.m., daily, local time, except for
special nighttime broadcasting events, for period
of 180 days, due to considerable financial distress.
KALV Alva, Okla. — Granted extension of
authority to sign-off at 7:30 p.m. local time, for
period ending Nov. 1.
KAVE Carlsbad, N. M. — Granted permission
to sign-off at 7 p.m., daily, local time, effective
Oct. 7.
WRNC Oakland, Md. — Granted extension of
STA to remain silent until Jan. 1, 1958.
Actions of October 9
KOWN Escondido, Calif. — Granted assignment
of cp to Palomar Bcstg. Co.; member of assignor
is assigning his interest to cp to assignee with-
out consideration.
KRTU Tucson, Ariz. — Granted assignment of
cp to Associated Bcstrs. of Tucson Inc.
KWEB Rochester, Minn. — Granted assignment
of cp to Rochester Music City Die.
KPIG Cedar Rapids, Iowa — Granted acquisi-
tion of positive control by John C. Kelly, et al.,
through purchase of shares of stock from Dakota
County Realty Corp.
Granted licenses for the following am stations:
WOUB Ohio University, Athens, Ohio, condi-
tions; WTIG Massillon Bcstg. Co., Massillon,
Ohio, conditions; KTLQ Tahlequah Bcstg Co.,
Tahlequah, Okla.; KNOT Thunderbird Bcstg.
Co., Prescott, Ariz.; KRBI Gateland Bcstg. Corp.,
St. Peter, Minn., and specify studio location
(trans, location redescribed) , conditions; KBCS
Three Cities Radio Inc., Grand Prairie, Tex.,
conditions.
KBHS Hot Springs, Ark. — Granted license
covering increase in power and installation of
new trans.
WKIS Orlando, Fla. — Granted license covering
change from employing DA-N and D to DA-N
only (DA-2 to DA-N); and installation of new
trans.
WBL Springfield, Tenn. — Granted license cov-
ering change in frequency from 1430 kc to
1590 kc.
WFRX West Frankfort, HI.— Granted license
covering installation of new broadcasting trans.
KGLA Los Angeles, Calif. — Granted license for
fm station; condition.
WHFM Rochester, N. Y. — Granted cp to re-
activate fm station in Rochester, N. Y., and
move trans, to am site (Brook & Ballatyne Rds.,
Chili, N. Y.), reduce ERP to 8.7 kw and make
changes in ant. system; ant. height 240 ft.;
condition.
The following were granted extension of com-
pletion dates as shown: KWJB-FM Globe, Ariz.,
to 10-30; KLON Long Beach Board of Education
Governing Body for Long Beach Unified School,
District of Los Angeles, County, Long Beach,
Calif., to 10-30.
Actions of October 8
WHYY-TV Philadelphia, Pa. — Granted license
for noncommercial educational tv station.
WSM-TV Nashville, Tenn. — Granted license
covering installation of aux. aur. fm mod. and
frequency control unit.
KOOL-TV Phoenix, Ariz. — Granted cp to
change ERP to vis. 316 kw, aur. 158 kw and
change type ant.
KRE-FM Berkeley, Calif. — Granted cp to de-
crease ERP to 9.7 kw, ant. height to -15 ft., and
increase overall height above ground to 241' 5".
WAGN Menominee, Mich. — Granted authority
to sign-off at 7 p.m. local time, from 10-1-57 to
3-31-58, except on evenings when there are
special events.
WBEV Beaver Dam, Wis. — Granted change of
remote control authority.
Actions of October 7
KETX Livingston, Tex. — Granted assignment
of license to Harold J. Haley tr/as Polk County
Bcstg. Co. (change from partnership to sole
owner) .
KTHV Little Rock, Ark. — Granted license cov-
ering installation of aux. ant. (near main trans,
site ) .
KFWB Los Angeles, Calif. — Granted cp to
change ant. trans, location utilizing common
radiator with KLAC.
KDWT Stamford, Tex. — Granted cp to replace
expired cp for change of frequency, increase
power, change hours of operation and install
new trans.
KRSI Park, Minn. — Granted cp to replace ex-
pired cd for new am station; condition.
WVUE Wilmington, Del. — Granted mod. of
cp to change studio location of tv station.
WDCL Tarpon Springs, Fla. — Granted mod. of
license to change name to Clearwater Bcstg Corp.
KSBW Salinas, Calif. — Granted extension of
completion date to 4-25-58; conditions.
WMFD-TV Wilmington, N. C— Granted exten-
tion of completion date to 2-1-58.
UPCOMING
October
Oct. 21 : Texas Assn. of Broadcasters, Baker
Hotel, Dallas.
Oct. 21-22: Central Canada Broadcasters Assn.,
annual meeting, King Edward Hotel, Toronto.
Oct. 23: 16th annual luncheon, Pulse, Hotel
Plaza, New York.
Oct. 25-26: Indiana Broadcasters Assn., fall meet-
ing, French Lick Springs.
Oct. 25-26: Sales conference, U. of Mississippi
and Mississippi Broadcasters Assn., University.
Oct. 26-27: American Women in Radio & Televi-
sion, Pennsylvania Chapter, Sixth annual con-
ference, Bedford Springs Hotel, Pa.
Oct. 27: Missouri AP Radio & Television Assn.,
Jefferson City.
Oct. 29: Convention, National Assn. of Educa-
tional Broadcasters, St. Louis.
Oct. 31-Nov. 1: North Carolina Assn. of Broad-
casters, Robert E. Lee Hotel, Winston-Salem.
November
Nov. 1-2: Broadcasters Promotion Assn., annual
convention, Hotel Sheraton, Chicago.
Nov. 4: Radio-television clinic, University of
Illinois.
Nov. 5-7: 11th National Conference, Public Rela-
tions Society of America, Waldorf Astoria,
New York City.
Nov. 6-9: International convention, Radio Tele-
vision News Directors Assn., Balmoral Hotel,
Miami Beach, Fla.
Nov. 13-15: First annual exhibition, Industrial
Audio-Visual Assn., New York Trade Center.
Nov. 13-16: 48th Convention, Sigma Delta Chi,
Shamrock Hotel, Houston.
Nov. 15-16: New England radio-electronics meet-
ing, by IRE, Mechanics Hall, Boston.
Nov. 17-20: Tenth Annual Conference, Public Re-
lations Society of America, Sheraton, Phila.
NARTU CONFERENCES
Oct. Baker Hotel
22-23 Dallas
Region 6 (Kan., Okla.,
Texas)
Region 3 (Fla., Ga.. Oct. Peabody Hotel
Ala., Miss., La., Ark., 24-25 Memphis
Tenn., P. R.)
Broadcasting
October 21, 1957 • Page 133
PROGRAMS & PROMOTIONS
COMMUNITY SALUTES WIN FANS,
BUILDS CLIENT SALES FOR KLAC
The scene opens with Inglewood, Calif.,
Chamber of Commerce Manager Bud Neu-
harth talking on the phone with Felix D.
Adams, operations vice president at KLAC
Los Angeles.
Mr. Neuharth speaks: "You mean KLAC
will broadcast over 2,000 plugs for Ingle-
wood in newscasts, interviews, taglines and
station breaks on programs of the Big Five
disc jockeys? AND promote our Dollar
Days sale? Sounds great . . . but . . . well,
we can't afford it. We've got Christmas
decorations to consider this month. What?
You must be kidding. It's free? Let's talk."
And so went a conversation that's been
repeated 21 times during the past 15 months
in the KLAC-Southern California area.
After this particular chat the machinery
for KLAC's Salute to Inglewood got under-
way. KLAC was about to pay a big tribute
to this city, a Los Angeles suburb of 55,000
people. The salute would consume six days
and last around the clock. The station of-
fered to promote the stores, dollar days,
schools, churches, clubs, youth and veteran
groups, the history, growth and future of
the town and the virtues of living, shop-
ping and working in Inglewood.
Phase one in KLAC's "Operation Ingle-
wood" had chamber man Bud Neuharth
call a meeting of key officials of the com-
munity, businessmen and social leaders to
view a 10-minute KLAC 16 mm sound
color film prepared by KLAC to demon-
strate the preparation and execution of the
salute. The key committee agreed to a start-
ing date and organized the next step. Mer-
chants meetings were set up in four sep-
arate shopping sections of Inglewood and
business people viewed the film, checked
KLAC's advertiser list and agreed to erect
merchandising stack displays of food and
drug items and build window displays of
other advertised products.
A total of 145 product displays in 49
Inglewood stores were set up for the salute
week. These point of sale displays quali-
fied each store for up to 15 free tagline
announcements after the product's com-
mercial. The tags read, for example: "See
the Van Camps Pork and Bean display at
Food Giant Market, Imperial and Cren-
shaw, during KLAC's weeklong salute to
Inglewood."
To KLAC clients stacks mean orders.
Orders were made. The busy Sav-on Drug
Store in downtown Inglewood ordered two
gross of Halo for a stack. Fifty cases of
Pabst and Schlitz were requested. The big
Sears retail store built a window display for
Pall Mall. TWA provided material for a
giant window display in the Penney's store.
Seven-Up built a 40-case stack in the
Thrifty Drug Store, a busy, well-trafficked
jumbo merchandising center. The Food
Giant, one of the nation's largest super-
markets, put up 50 KLAC Inglewood week
banners and built an enormous selling-end
display that incorporated 34 food and bev-
erage items advertised on the station.
Among them: B&M baked beans, Beechnut
gum, Rath's meats, Stokely products, Cop-
pertone, Halo, St. Joseph aspirin, Canada
Dry, Pabst, Schlitz, Camels, Hit Parade,
Old Gold, Newports, Pall Mall, Flit and
Coca-Cola. Lynn's Market installed a huge
50-case stack of Schlitz beer in addition to
33 other special stacks and displays.
At the beginning of planning for the
salute the three local newspapers were con-
sulted and they agreed to help promote
KLAC's promotion. Twenty stories and
pictures appeared in the Inglewood Daily
News, The Citizen and the Inglewood News
A dvertiser.
Mr. Neuharth worked with KLAC mer-
chandising and publicity people Armand La
Pointe and Betty Hudson in organizing a
team of junior college students from a mer-
chandising class to distribute and post one
thousand large "KLAC Goes to Town in
Inglewood" banners for store windows.
In addition to the merchandising displays
involving products, many stores not carry-
ing KLAC-advertised items cooperated by
installing special window displays in honor
of the KLAC Big Five disc jockeys, Peter
Potter, Dick Haymes, Smiling Jack Smith,
Earl McDaniel and Gene Norman. Special
thank-you tags were aired by the disc
jockeys.
On the heavy plus side for Inglewood
were announcements promoting shopping,
living and working there in 156 KLAC
newscasts, in 312 station breaks and on
1,700 product tags during the six days. Big
wheels and key businessmen are interviewed
by the disc jockeys on tape and 10 of the
sessions are released that week. All the
promotional plugs and mentions of growth,
history, etc., are kept extremely brief.
The salute to Inglewood took place July
15-20. Business boomed on dollar days as
never before. The city fathers already have
pitched a repeat request at KLAC to time
in with their 50th anniversary celebration
next year.
KLAC President M. W. Hall sums up the
duo-purpose public relations and mer-
chandising promotion as follows: "We've
found that the tens of thousands of new
POINT OF SALE TIE-IN: Just one of
the many displays in Inglewood that
identified the station with the product.
Southern Californians know little of the
background and advantages shopping-wise
of the very communities in which they now
live. Our salute plan has made many friends.
From a merchandising standpoint, we've
built nearly 3,000 point-of-sale selling dis-
plays in over 500 stores of Southern Cali-
fornia for our clients. While the station
underwrites the entire cost, the long range
result has been gratifying as national, re-
gional and local accounts come to know
KLAC as an active merchandiser."
While KLAC ordinarily doesn't solicit
advertising from the merchants of the com-
munity being saluted, one such promotion
did evoke an unexpected windfall. Alham-
bra, Calif., liked the idea so well it came
back to KLAC with an order for 424 spots
to be broadcast during the ensuing year
[Programs & Promotions, Aug. 5].
Ziv Tv to Offer 'Sea Hunt'
Ziv Television Programs, New York,
has announced that its new adventure
series, Sea Hunt, is being offered for syndi-
cation with the air date set for January 1958.
The series stars Lloyd Bridges as a former
Navy frogman. Ivan Tors is producer.
Broadcasting
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
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Page 134 • October 21, 1957
KOLO Reno, Nev., is using Mr.
Kolo, a life-size mannikin dressed in
top hat and tails as the key figure in
a point of sales merchandise campaign
to sell Burgermeister beer. The dummy
rotates from market to market each
week. In the base of the platform on
which Mr. Kolo stands is a recording
device which plays a message inviting
shoppers to visit the store's depart-
ments— including produce, meats and
groceries — and to pay special attention
to the products he is merchandising.
In addition, a contest to guess the num-
ber of times a Burgermeister commer-
cial appears each day on KOLO is be-
ing held. Above, George Edwards (1),
advertising manager, and KOLO Gen-
eral Manager Richard W. Colon in-
spects the mannikin.
Submarine Heroes to be Cited
Gold-embossed personalized cases will be
presented to 11 of the most decorated men
in the U. S. submarine service this Friday
in Washington ceremonies preceding Navy
Day. The cases contain films which recreate
submarine warfare exploits and are episodes
featured in California National Production's
tv series The Silent Service. Each recipient
has been portrayed in an episode and was
interviewed at the close of the film. The
presentations will be made by Rear Admiral
Lawson P. Ramage, U. S. N. Similar pre-
sentations have been made by CNP in San
Diego, Norfolk, Va., and Cincinnati, Ohio.
BROKERS onaHNANaAtoN
RADlO and 1"°
NEW YORK 22, N. "
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SG Plans Frightening Results
With New Horror Films Package
Screen Gems Inc., which has master-
minded a group of eerie promotions for its
"shock!" package of horror feature films
produced by Universal pictures, hopes a few
spines will tingle and some blood will
curdle when its "shock!" demonstration is
presented this week for executives attending
two regional meetings of the NARTB. Dur-
ing the Dallas meeting, opening today (Mon-
day) and continuing through Wednesday,
and the Memphis meeting on Thursday and
Friday, Screen Gems will provide station
executives with a glimpse of its promotion,
including ad reprints, giveaways and in-per-
son appearance of several live "monsters."
The "shock!" package, which has been
sold in more than 30 markets, was launched
this month on 15 stations in the U. S., sup-
ported by some ghastly and ghostly touches.
Screen Gems blueprinted a series of promo-
tions and suggested that local stations tailor
them to local tastes and needs. Tips for sta-
tions included: A "shock!" party to be held
in a "haunted" house, a contest for viewers
for the most suitable menu for a monster, a
most-shocking photo contest, tour of the
city by a "monster" and a pretty girl, a find-
the-skeleton contest, plus other "grisly
games."
Screen Gems last week reported it was
"highly pleased" with both the sales and
rating results achieved by the horror films
for the two weeks they have been on the air
in 15 markets. A spokesman said that sta-
tions carrying the films were at least 70%
sold out for their time periods and special
Trendex ratings showed an audience in-
crease for the time period over the previous
rating check.
WINE 'Goes to Your Head'
Agency personnel received bottles of Itali-
an wine from WINE Buffalo, N. Y., with
signs reading: "From an old vintage to a
new one . . . WINE — the freshest sound in
town." The occasion was the changing of
WXRA and WXRC (FM) call letters to
WINE and WILY (FM). Teaser ads were
run in the local papers for several days pre-
ceding the event advising: "WINE goes to
your head" and Andy Williams distributed
thousands of autographed copies of his hit
record "Lips of Wine" which the station also
played from sign-on to sign-off. Thousands
of WINE fan books and pieces of grape-
flavored bubble gum reportedly were handed
out and local night clubs presented bottles of
champagne and wine, courtesy of the sta-
tion, to patrons. Bottles were also awarded
to winners at the weekly wrestling matches.
All personnel carried signs on their cars
and 5,000 bumper strips were given away.
WAYS 'Ain't Apple Polishing'
To make known the results of a Hooper
survey, WAYS Charlotte, N. C, sent out
1 50 baskets of apples to admen and sponsors
with a card saying: "We ain't apple polish-
ing . . . But . . . Have you seen our latest
Hooper?" WAYS reports the survey placed
it in the lead "with top honors" and that it
is the only 24-hour operating independent in
Carolina.
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October 21, 1957 • Page 135
PROGRAMS & PROMOTIONS continued
WMAR-TV's 10th Anniversary
The occasion of WMAR-TV's tenth an-
niversary (Oct. 27) will be marked with a
week-long celebration, highlight of which
is a CBS-TV salute to its affiliate (report-
edly the second to join its network) by-
originating The Big Payoff, Monday-Friday,
from Baltimore's Fifth Regiment Armory.
The show will present vignettes from his-
toric Baltimore and its stars will visit patients
at the local veterans hospital and Johns Hop-
kins. They also will be interviewed on the
air and be guests at the Community Fund
United Appeal luncheon before 700 prom-
inent Baltimoreans. The local Advertising
Club will salute the tv station with a lunch-
eon to be attended by 800 industry, national,
state and city leaders at which ten tv sets
will be presented to members of the audi-
ence. Members of the tv press also will be
entertained at a reception and cocktail
party. Continuous entertainment from the
Armory includes Ann Mar's Women's Angle
and WMAR-TV personalities will award
over 100 products to quiz contestants. In
its ten year history, WMAR-TV reportedly
has been the first Maryland commercial sta-
tion and the first in the state to broadcast
in color, produce its own tv newsreel, sched-
ule religious education, outstrip radio and
the first to cooperate in stratovision ex-
periments.
IN a parade sponsored by the Cham-
ber of Commerce, Nampa, Idaho, to
kick off a sales promotion for the town,
KFXD there was represented by the
above entry.
Bartell 'Toots Own Horn7
"We are tooting our horn!" claims the
Bartell Group in a mailing to promote its
WILD Boston. The mailing includes a horn
which can be used on "scooters, bicycles,
tricycles, boats or what have you." It goes
on to say, "The Bartell Group, always in the
lead everywhere . . . first, WOKY Milwau-
kee, KCBQ San Diego, KRUX Phoenix and
WAKE Atlanta . . . now begins the beat in
Boston as radio goes WILD . . ." It con-
cludes, "Bartell it and sell it."
THE "Maverick Calf Scramble," spon-
sored by WFAA-AM-TV Dallas this
month was reportedly the featured youth
attraction at the State Fair of Texas. It
was a merchandising tie-in with the local
sponsor (Grennan Bakery) of ABC-TV's
Maverick and climaxed a five-week cam-
paign. The promotion was organized by
Murray Cox, farm director of WFAA,
and Fred Pass, farm editor of stations'
owner the Dallas Morning News. WFAA
carried a commentary of the event and
WFAA-TV telecast it. Maverick star,
James Garner, reportedly made his first
personal appearance to open the scram-
ble and was lassoed by Miss Dallas for
the State Fair Parade. The stations report
that 30 boys participated in the contest.
They lined up, carrying a rope halter, be-
hind a chalk line in the arena and 15
calves were turned loose. One calf, val-
ued at $2,000 was secretly marked and
the boy that got the halter on and pulled
it across the line won it. Gov. Price Dan-
iel presented the calf to the winner and
Grennan Bakery wheeled in a 50-lb.
Texas-shaped Maverick Spice Cake for
the contestants. Pictured at the fair are
(1 to r) Mr. Garner; Larry McAnally,
winner of the contest; WFAA-AM-TV
President Ted Dealy; Gov. Daniel; O. B.
Edmundson, teacher, and Mr. Cox.
KBIG Offers Trip to Paris
A trip "over the North Pole to Paris" is
the prize being offered in a new "secret
sound" contest being held by KBIG Santa
Catalina, Calif. A "mystery sound" is be-
ing played daily by the station's disc jockeys
and listeners are asked to send in cards
identifying it. A new contest begins every
two weeks and if a sound isn't identified
within the two week period, the prizes will
be held over and additional ones offered. The
station will award 25 prizes every two weeks
for correct answers in the order of post-
marks. In addition to the Paris trip for two,
prizes will include Western Holly gas ranges,
vacation for two at the Las Vegas Desert
Inn and Santa Barbara Mar Monte Hotel,
dinner dancing at the Hollywood Moulin
Rouge and Coty perfume.
WTVJ (TV) Sponsors Contest
Popeye Playhouse over WTVJ (TV) Mi-
ami is taxing South Florida children's im-
agination by inviting them to enter its "I
like to go to school because . . ." contest.
Answers are to be in 25 words or more.
At the halfway mark of the five-week con-
test 2,500 entries are reported to have been
received. School-loving children can win
their mothers a $200 wardrobe and, for
themselves, a 17-inch portable tv set. Other
winners will receive a $300 swimming pool,
a three-speed phonograph or have a 24-inch
tv set presented to their school.
Another feature of Popeye Playhouse is
a series of miniature boxing bouts originat-
ing from the station's open air "Sunshine
Studio." The mayor of Miami will referee
young fighters from the local Police Athletic
league in a live telecast each Thursday after-
noon.
WPIX (TV) Mails Brochure
WPIX (TV) New York is mailing out a
32-page, 13-by-l 3-inch brochure headed,
"New! On WPIX 11— Some More Big New
Additions to New York's Most Exciting
Station." In line with its policy of presenting
"the best and most half-hour film shows . . .
in the country," the book features drawings
and stills from some of the 60 shows to be
offered during the coming season. This pol-
icy, the brochure proclaims, is responsible
for "the greatest audience increases of any
tv station in New York" during a three year
period.
KFAB Seeks 'Eleven-Ten Baby'
To promote its 1110 frequency, KFAB
Omaha, Neb., is sponsoring a contest for the
"Eleven-Ten Baby" of the year. The first
baby reported and documented to KFAB as
being born on Nov. 10 (eleventh month,
tenth day) at 11:10 a.m. or p.m. will qualify
as "Miss or Mister Eleven-Ten." If a child
is not born at the appointed time, the first
one being born closest to it will receive the
award. The station will open an educational
fund for the child and will donate the
equivalent of a one-year university scholar-
ship.
Page 136 • October 21, 1957
Broadcasting
ALLYN TAKES STOCK OF RADIO, ADDS MORE
A daily five-minute program of stock
market and business news sponsored by
a Chicago headquartered investment firm
has been so satisfactory on WMAQ there
that it was extended to seven other mid-
west cities Oct. 1.
Titled Today's Stock Market and Busi-
ness News, the series represents the ef-
fort of a pioneer and consistent radio ad-
vertiser— A. C. Allyn & Co. The script is
prepared under the supervision of Allyn's
research department and now is being
teletyped to stations in KFAB Omaha,
KMBC Kansas City, KWWL Waterloo,
Iowa, WSBT South Bend, Ind., WISC
Madison, Wis., WOC Davenport, Iowa,
and WMD Peoria, 111. Agency is J. R.
Pershall Co., Chicago. The program
started on WMAQ in September 1955.
Says A. C. Allyn, board chairman of
the investment firm:
"Our radio advertising has been so
successful out of Chicago, in producing
leads and in institutional value, that we
have decided to use the same pattern in
these additional midwest cities where we
have offices.
The program consists of a summary of
each day's stock market action and high-
lights of business news, plus offers of an
informative brochure or report on a
general aspect of investing, a group of
companies or a specific stock.
NBC Plugs 'Life and World"
To promote its Life and the World (Mon.-
Fri., 7:45-8 p.m. NYT), NBC is mailing out
a 26-by-22-inch brochure entitled, "There's
More than Meets the Eye . . ." It contains
a picture of several mountain climbers
reaching the peak of a mountain and says
"behind every picture there's dramatic living
sound . . ." It then goes into an explanation
of the sounds involved in the picture, saying
"could you but hear . . . Hear the picture
come alive on Life and the World . . . NBC
Radio Network."
KAFY Gives Disc 60-Hour Spin
In a marathon spin of Skinnay Ennis'
recording of "Got a Date With an Angel,"
KAFY Bakersfield played the disc 1,100
times continuously from Saturday evening
until 6 a.m. Tuesday morning. The 60-hour
record promotion was handled by Ben Jen-
kins, program director-disc jockey, who re-
ported the station's switchboard was jammed
the whole time with calls from puzzled lis-
teners. Calls came in from buying-minded
clients the next day, according to Ben Pas-
chall, owner-manager of KAFY.
KGW Holds Jaywalker Contest
The dangers of jaywalking were pointed
out by KGW Portland, Ore., in a ten-day
"spot the jaywalker" contest. Station em-
ployes deliberately opposed this traffic of-
fense until they were spotted by alert lis-
teners who received $20 merchandise cer-
tificates as prizes. One of the winners
turned out to be a police officer who caught
the employe acting out his violation. Result:
The officer got his prize — KGW staffer got
a ticket to traffic school.
Buys Bamberger Parade Again
The annual Bamberger's Thanksgiving
Eve Parade of Light in Newark, N. J., will
be telecast again this year Nov. 27 by ABC-
TV that network has announced. The half-
hour program with commentator John Daly
will be sponsored by the housewares and
radio receiver division of General Electric
Co. through Young & Rubicam, New York.
WQXR Releases Smoking Survey
The seventh qualitative survey of smoking
habits in the 17-county New York metro-
politan area was released last week by
WQXR New York. Made by Pulse Inc., the
1957 study shows a drop in the number of
smokers over 1956 (reversing a trend) and
discloses a "significant reshuffling in brand
popularity ranking." A five-year compari-
son chart of the brands smoked also is in-
cluded.
WMCA to Carry UN Series
WMCA New York will broadcast United
Nations Radio Review (Mon.-Fri. 9:50-
10 p.m.) throughout the duration of the
General Assembly sessions, according to
United Nations Radio. The program will
present the day's selected highlights of hap-
penings direct from the UN headquarters
in New York, as well as significant on-the-
spot excerpts from General Assembly meet-
ings.
Ralston Purina Plugs Series
To promote its sponsorship of ABC-TV's
Broken Arrow on 138 stations, Ralston
Purina Co. is mailing out a scroll which
tells about the series and also lists the sta-
tions in the various cities carrying it and
the time it's available. An arrow, broken in
two, serves as the rollers on the scroll.
NBC's Network Tv Presentation
"The Picture of Network Television:
1957-58," a presentation previously shown
in New York and Chicago, was presented
by NBC-TV last Monday at a luncheon for
more than 200 advertising executives at the
Detroit Athletic Club. Network officers who
gave the presentation included Robert W.
Sarnoff, president; Robert E. Kintner, ex-
ecutive vice president in charge of programs
and sales, and Don Durgin, vice president
in charge of television sales planning. Walter
W. Gross, manager of television sales in
Detroit, was host of the meeting.
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October 21, 1957 • Page 137
OPINION
IS RADIO-TV A POLITICAL EUNUCH?
Oregon's Gov. Robert D. Holmes, a former broadcaster, is unhappy about the way
radio and tv stations are accepting their responsibility as news media. Gov. Holmes
voiced his views, based on a decade-and-a-half in radio as general manager of KAST
Astoria, Ore., and his experience in public life, at the Monday luncheon of NARTB
Region 8 meeting at Portland, Ore. (see Trade Assns.). Here is a condensed version of
the talk by the governor-broadcaster:
I consider myself a fellow broadcaster,
even though I am at present carrying out
an assignment away from the broadcasting
area. When it is completed I hope to return
again to the field of broadcasting. My 15
years in radio, all in the small market field,
were very pleasant ones. During eight of
those years, I served my district in the
Oregon State Senate. Today I'd like to
share with you my appraisal of some of
the public responsibilities of radio and tele-
vision broadcasters in the light of my ex-
perience in radio and as a public official.
The time is long overdue for broadcasters
to face-up to the fact that we do not, can-
not and I think should not seek to operate
in a political vacuum. Broadcasters exerted
mighty unified efforts several years ago for
the right to editorialize. The Mayflower
decision was hailed publicly in speeches
as broadcasting's Magna Carta. And yet
today only a small percentage of broad-
casters in radio or television are facing up
to this responsibility.
Legislative committees of the Oregon
Assn. of Broadcasters have indicated that
state legislators treated radio and televi-
sion as poor relations to be entertained
in the kitchen, while newspapers were im-
portant guests. And I agree. What can be
expected? Newspapers have historically
editorialized on issues, local, state and na-
tional— on candidates, local, state and na-
tional. Broadcasters, in the main, have
chosen to hide behind the snug safety of:
"The following does not necessarily repre-
sent the views of this station." They have
become pious and self-satisfied with such
an attitude.
YOU BREED CONTEMPT
Political eunuchs are scorned — scorned
by legislators at the local, state and national
level, scorned by your listeners and viewers.
People love politics. They have a feeling
for what the word really means. Politics —
the science of government — is the method
by which we govern ourselves.
Listeners and viewers want to know and
have a right to know where a station stands.
How can they know when in reality the
station doesn't stand? All of us have watched
stations outdo one another in the past few
years trying to develop what we might call
a personality. We have stations that sing . . .
stations that swing . . . stations with a happy
sound . . . stations that are hot spots on
the dial, top spots on the dial . . . sports
spots on the dial . . . stations where you're
only 5 minutes, 10 minutes, 20 minutes,
30 minutes away from news.
Such attempts to develop individuality for
a radio or television station are little short
of insulting to intelligent listeners and view-
ers. I think they would be far more re-
sponsive to a station that told them how
it feels about power — or the satellite pro-
gram— or the suggested city manager system
for Portland, or about the governor's call
of a special session.
To achieve great stature with its listeners
and viewers, broadcasting must itself first
achieve such stature. Station ownership and
management must face this challenge and
let listeners and viewers know what the sta-
tion stands for. Relegating such responsi-
bility to panel discussions, and to com-
mentators will not, I think, ever do the job
that the people want and have a right to
expect. And to the degree that broadcasting
answers this challenge will it prove that
it cares just as much about public respon-
sibility as it does about profit.
COMPLACENCY IS DANGEROUS
Some of us who have seen the dramatic
development of both radio and television
in less than three decades, have become
settled in the mood of "why change" —
smug and complacent in financial success.
What we need is what the teenager calls
go-go-go.
Radio had a great opportunity to rise
to new heights when television forced a
change in established pattern. And just about
the only thing it has come up with is the
music, news and sports routine. My heart
bleeds, not in criticism of the announcer
who is doing his level best to read in an
intelligible, pleasant fashion, but in criticism
of the management of that station.
News and news reporting is a profession
and a highly skilled one. Either through
education or on-the-job training, people
learn this complicated business of what is
news, how it should be presented and what
is most important. Radio or television can-
not circumvent good reporting by simply
subscribing to another wire service and then
letting a good or sometimes not-so-good
announcer read whatever strikes his fancy.
Television had a golden opportunity to
take advantage of the mistakes of radio
and do a real job in the field of news dis-
semination. Unfortunately, and again with
major exceptions, the television industry
entirely missed the boat and simply com-
pounded radio's mistakes by letting the
public watch a good announcer, perhaps,
read news that means absolutely nothing to
him.
All of us know that newspapers cannot
compete with radio and television in news
coverage because of the greater flexibility
of radio and television. But we fail when
we refuse to view news and its reporting
as a highly specialized profession. Radio and
television must hire top reporters, editors
and writers and begin to do a real job
in the news department, putting public
responsibility ahead of profit.
If the format of music, news and sports is
to mean anything, broadcasting must stop
relying solely on the top 20, 30 or 50
popular tunes as measured by juke boxes,
music sales and the other means of measure-
ment they are now following. Let's exert
some musical leadership from our posi-
tion as the greatest avenue of music that our
world has ever known so that our listeners
have the opportunity to hear everything
from Bach to boogie woogie. Let's staff
our broadcasting stations with musical di-
rectors who are musicians with an under-
standing and background in all types of
music.
With all of the shortcomings, I think that
our American free broadcasting system
stands like a beacon for the rest of the world.
State systems, where the state controls, have
been proven the enemies of a free people.
They have failed not only in their eventual
use by tyrants, but by any yardstick of
quality of news and entertainment. Our
American system of free broadcasting brings
hope, information, inspiration and enter-
tainment daily to millions of people, not
only in this country, but all over the world.
It is perhaps the most potent force in the
world today.
SECONDARY MARKETS
ARE IMPORTANT, TOO!
Sydney E. Byrnes, president-general
manager of WADS Ansonia, Conn.,
feels that the national advertiser on
occasion concentrates too much on
buying major market stations. It di-
lutes effectiveness, he charges, and
offers these reasons why:
The praises of radio are sung so much
these days that I am prompted to ask the
experts: "When do you believe the second-
ary markets will become primary markets
to the national advertising agencies?" Let
me follow that one up with "Why do the
advertising agencies buy three radio stations
in one city, and skip over 40 or 50 miles to
the next major market stations and do the
same thing?" Does the advertiser know that
much money is going down the drain?
Much of this money is being poured
into areas time and time again with no
thought of how much more could be ob-
tained with less money.
Take the case of a 50 kw station which
claims a primary area radius of 75 miles.
The charge for class A time is $55 for
Page 138 • October 21, 1957
Broadcasting
a one-minute announcement. At the local
station in what is termed "the secondary
market", the price is $7 for one minute
of class A time. The national advertiser
can get over seven times the number of
announcements on the secondary station
than he can on the 50,000-watter.
But can he get the coverage, you ask? The
answer to that one comes from the agencies
themselves. They admit that the secondary
stations have excellent ratings. Granted, you
might have to buy three stations to the
powerhouses one, but you will get a bigger
audience for much less money.
The powerhouse stations in the major
markets cannot possibly give what the people
•outside the city limits want to hear, and
that is local news, local public service pro-
grams and local advertisers.
If I were a national advertiser, I would
want to be next to a local newscast on a
good local radio station, well operated and
well received whether it is a major market
or not.
There is no doubt that the major market
must be adequately covered, but not without
some consideration as to whether the adver-
tiser is getting the most coverage for the
money he is spending.
Look at the map of the state of Connecti-
cut, check your major markets and then
check the secondary markets. The number
of potential customers not being reached
would make millions of dollars for some
advertiser. Add what you find in our state
to the other 47 and you have some idea of
the amount of business that is being passed
by because of an old wives' tale about pri-
mary and secondary markets.
It was not too many years ago that the
independent broadcaster was the forgotten
man. Today, he takes top place in the pur-
chasing of radio time if he is in a metro-
politan market.
I have no doubt that one day, the national
advertiser is going to ask the account execu-
tive : Don't the people in the secondary areas
use soap, drive cars, smoke cigarettes? On
that day, the secondary markets shall inherit
the national accounts!
DODGE'S COUNSEL TO STATIONS:
GET OUT AND SELL OUR DEALERS
A suggestion that broadcasters both prod and assist local Dodge dealers was made
by Arnold C. Thomson, advertising manager, Dodge Div., Chrysler Corp. It was
part of his overall review of Dodge advertising, presented Oct. 11 at the Ohio Assn.
of Radio & Television Broadcasters' meeting in Columbus (see story, trade assns.).
Portions of Mr. Thomson's remarks follow:
Despite this [Dodge's] tremendous adver-
tising expenditure, despite this access to all
national media, despite the availability of
the finest advertising
talent, we cannot ac-
tually sell one single
solitary Dodge car
by ourselves.
That's where the
dealers come in. You
can lead a horse to
water but you can't
make him drink. We
can make a million
people want to buy
Dodge yet we can't
sell them even one.
So creating a new car is not enough. The
dealer must assume the responsibility of
turning this desire into action. He simply
cannot afford to sit back and wait for busi-
ness to walk in through the front door. Not
these days he can't. He must go out and
bring business in. And there's no better,
more effective way of bringing in business
than by retail advertising.
And here he must do the job alone; we
SOB I
MR. THOMSON
cannot do it for him. As an independent
businessman, he has the obligation of pro-
moting his own business. Consequently, he
should set aside a definite percentage of his
sales for advertising purposes — not to build
desire for Dodge cars, but to build up his
own dealership as a good place to do busi-
ness.
He can do this in a dozen different ways.
He can sell convenience of location . . .
excellent service facilities . . . price and deal
. . . terms and guarantee. He can hold special
promotions of all kinds. He can make his
dealership a veritable hotbed of activity,
where something exciting is happening every
day.
But these are the things he must do on
his own. We know from our own personal
experience that the biggest, most successful
dealers who sell the most cars and make the
most money are the ones with a consistent
local advertising program that promotes
their own place of business.
And here is where local media enters
the picture. Here is where television and
particularly radio can do a great service
to the dealer and themselves. They can go
to the dealer for the advertising dollars that
promote his business on the level that really
pays off for him — the local retail level.
One of the basic fundamentals of success-
ful selling is asking for the order. No sales-
man worth his salt ever walks out without
asking for the order. You can never do it
too often. Most businesses don't do it
enough. And here is where radio, particu-
larly, has a distinct advantage and a definite
WEAR YE
More listeners hear
RAD I O
WINSTON-SALEM
NORTH CAROLINA
than the other three city
stations combined
5000 W-600 KC
AFFILIATE FOR
WINSTON-SALEM / GREENSBORO /HIGH POINT
CALL HEADLEY-REED
mm!
DOUBLE
FORMER
POWER
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K T B B
TYLER TEXAS
THE
BIG
NEW
SOUND
IN EAST TEXAS NOW
HAS 1000 W. DAY AND
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Ask Venard Rintoul McCon-
nell, Inc., in N. Y. & Chi., or
Clyde Melville in Dallas, to
tell you about the 20,053
square miles containing 641,-
122 people now covered by
KTBB.
THE METROPOLITAN VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "J?fl^-MVe"MBS
Broadcasting
October 21, 1957 • Page 139
OPINION CONTINUED
selling point. With radio, a dealer can ask
for the order every day, several times a day,
right in his own selling area. And he can
do it at far less cost than any other medium.
It is true that our more successful dealers
do have a definite advertising program
working for them in their local markets,
and it shows up in their operation. . . .
But the fact remains that the biggest majority
of dealers, Dodge and competitive dealers
alike, do little or nothing in the way of
retail advertising.
. . . You are the advertising expert —
not the dealer. You must conceive the basic
selling idea, create the copy platform, plan
the overall strategy. If you wait for the
dealer to do it, you may have a long wait.
And remember, if there is anything we
can do from the factory end to make your
selling job to dealers easier and more effec-
tive don't hesitate to let us know. We
realize how important local advertising is
to us and to our dealers.
We recognize the role radio and television
played in Dodge's success last year — both
on the national and the local level. And,
as we once again re-evaluate our money,
our markets and our media for the coming
year, we expect radio and tv to again as-
sume leading roles.
PLAYBACK
QUOTES WORTH REPEATING
TV TO LEGITIMATE DRAMA
Does a "hit" on Madison Avenue
guarantee success on Broadway? While
some tv scriptwriters, such as Arnold
Shuhnan, Paddy Chayefsky and Gore
Vidal, have made the transition happily
with hits in both media, most broadcast
dramatists fail. In his new book, out
this month, New York playwright-drama
critic-author Walter (How Not to Write
a Play) Kerr, tells why. The book is titled
Pieces at Eight (Simon & Schuster, N. Y '.,
244 pp., $3.95).
... A television play is normally at
its most active, the camera at its most
mobile, during the early stages of the
game. As the story moves forward, it
tends to narrow in focus. The first
thing you know you're dealing only with
a face or two, and you're watching closely
for the bat of an eyelash, the twist of
a lip, the significant quiver that suggests
an otherwise unelaborated change of
heart. When the moment of crisis does
come, it's not much more than a shadow
across a man's face. From a theatrical
point of view, the best television plays
seem to shrink to a climax. The theatre,
of course, works the other way around.
An audience doesn't resist a lazy opening:
that familiar maid ambling slowly to
that familiar telephone won't be dialed
out. . . . The stage is normally at its most
expansive, its most full-bodied, in the last
20 minutes, and anyone whose responses
are theatrically trained is apt to feel
decidedly cheated by the closing mo-
ments of a regulation television play.
In other words, the man who writes
for television is building to a grace note
at the same time that the traditional
dramatist is trying to strike a chord. The
two forms tend to move in precisely
contrary directions, the one dropping to
a sigh while the other is taking its biggest
breath, the one diminishing to a pin-
pointed epilogue while the other is wind-
ing up for an all-out Act III. (If I had
to boil this down to a phrase, I guess I'd
just say that television writers don't write
third acts.)
The playwright who wants to live in
both worlds, then, is obviously going to
have to equip himself with reversible
gears. It should be possible. The biggest
mistakes to date haven't come from the
grinding clatter of gears being stripped
but from the failure to try for any real
change of course; too many tv men have
simply placed their habitual, quietly "un-
theatrical" formula on the stage.
A COSTLY PUBLIC FUTILITY
Citing the deficit and debt reported in
the current annual financial statement of
the Canadian Broadcasting Corp., the
trade publication Canadian Broadcaster
& Telescreen suggests, "Let's close up
this government circus."
... A plan could be easily evolved
under which the CBC could step out of
the business of physical broadcasting, turn
over its facilities to private interests at
their depreciated value or more, and, in
return be given, or sold at a reasonable
price, air time for the broadcasting on
private radio and television stations of
those of its programs which cannot be
supplied by the private broadcasters and
which are of truly national value.
This phase of broadcasting comes un-
der the heading of public utility and we
believe it might well continue as public
enterprise. But the light entertainment,
the news and the music of a popular
nature are well dispensed by the private
stations, and the entry of the government
into this field is in no sense a public utility.
In fact, it is nothing short of a highly
costly public futility.
RIPPLES FROM TV NEWS
Describing the unique impact of tv
news to an Air Force Seminar in New
York Oct. 11 [At Deadline, Oct. 14],
CBS News Director John F. Day cited
recent instances of the medium's effec-
tiveness.
Impact is the word to be most asso-
ciated with television reporting. One can
use hundreds of words to describe the ex-
pressions on the faces of the members of
a mob kicking a Negro reporter in front
of Central High School in Little Rock,
but a one-minute film story — properly
scripted, properly narrated and properly
integrated into the show — projects the
viewer into the very section and tells the
story with impact no other medium can
muster.
Nothing I can think of demonstrated
the impact of tv, and particularly that of
tv news, more forcefully than did the
Khrushchev interview last June. The
Russian leader had been interviewed be-
fore. Turner Catledge of the New York
Times had interviewed him only a few
weeks prior to our telecast. But this in-
terview, printed in the New York Times
and carried in lesser detail by all the wire
services, caused hardly a ripple in the
country. On the other hand, when
Khrushchev appeared before a panel of
reporters on screens in homes across the
country, his words and actions became an
international incident.
Newspapers blazoned the story the
next day. Members of Congress had com-
ments. The President devoted time to it
in his next news conference. The tele-
cast was repeated in countries throughout
the world. And in every one of them, it
caused the same sort of excitement.
Why? Because words describing this
man could not carry the impact of the
man himself — and on television people
saw the man himself.
MISPLACED SENSE OF GUILT
The New York Times in its "Topic of
the Times" column has this to say of
the steady television viewer.
Watching television hour after hour is
by now a well established habit, not in-
frequently accompanied by a guilty feel-
ing. Many a viewer considers television
a waste of time, yet keeps on watching
it. Why should there be such a feeling?
Is it not that television introduces us to
many interesting people, interesting be-
cause of their actions or utterances?
Would anyone on either side of the
Atlantic dispute the fact that television
could and should be, and often is, an
opportunity to extend our knowledge
and experience? What youngster, and
adult too, should not have the oppor-
tunity to watch the United Nations Gen-
eral Assembly, or see and hear some of
the foremost men of culture and science,
politics and the arts in the comfort of his
home? None, the way we see it.
Page 140 • October 21, 1957
Broadcasting
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Broadcasting
October 21, 1957 • Page 141
WKZO-TV is first in 267% more quarter
hours than the next-best station —
327 for WKZO-TV, 89 for Station B!
J
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV— LINCOLN, NEBRASKA
Associated with
WMBD RADIO— PEORIA, ILLINOIS
You may have problems
with a fly rod—
But ARB proves you're right
about WKZO-TV
in KALAMAZOO -
GRAND RAPIDS
AMERICAN RESEARCH BUREAU
MARCH 1957 REPORT
GRAND RAPIDS-KALAMAZOO
TIME PERIODS
WKZO-TV
Station B
MONDAY THRU FRIDAY
8:00 a.m. to 6:00 p.m.
143
57
6:00 p.m. to 1 1 :00 p.m.
94
6
SATURDAY
8:00 a.m. to 11:00 p.m.
50
10
SUNDAY
9:00 a.m. to 1 1 :00 p.m.
40
16
Number of Quarter Hours
With Higher Ratings
NOTE: Survey based on sampling in the following propor-
tions— Grand Rapids (42.8%), Kalamazoo (18.9%),
Muskegon (19.8%), Battle Creek (18.5%).
WKZ0TV
100,000 WATTS • CHANNEL 3 • 1000' TOWER
Studios in Both Kalamazoo and Grand Rapids
For Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representatives
Page 142 • October 21, 1957
Broadcasting
MONDAY MEMO
from SUMNER J. LYON, director of radio-tv, Morse International
DON'T LET THE ADJECTIVE
IN HARD SELL DERAIL YOU
We had just screened a mood tv commercial — a good ex-
ample of emotional persuasion on film. Even after three
showings, it still left a lump in my throat. There was a murmur
of favorable comment from the agency executives.
Then suddenly a heavy voice boomed, "Yeah, but there's
no sell in it!" My jaw dropped. What did he mean, "No sell
in it?" Do you suppose he had not felt the same emotion . . .
experienced the same favorable impression of the product as
I had? Yet I am not so sure that our difference in understand-
ing was simply a problem in semantics.
No doubt this agency executive in using the word, "sell,"
meant what is popularly referred to in the trade as "hard
sell" — a direct, unabashed appeal to the viewer to purchase
the product. But I cannot accept this executive's inference
that any approach other than the direct pitch is void of sell,
or even of hard sell.
Our friend undoubtedly prefers the direct pitch, so he uses
sell, interchangeably with hard sell. But when the terms
hard sell and soft sell are used, I think it must be clear
whether reference is to the degree of persuasion, or to the
directness of the sales pitch. If hard sell is meant to refer
only to the directness of the sales message, then the term
merely describes the nature of the advertising presentation.
But I believe hard sell can also be used to describe the
degree of persuasion, and, therefore, refers to presentations
of all types, including the direct sales pitch. It does not follow
that indirectness of presentation automatically rules out hard
sell. It is quite possible to sell hard indirectly — without making
the viewer conscious of the hard sell.
True, examples of such presentations are infrequent be-
cause their creation requires a great deal of thought, skill and
finesse. They are, nevertheless, in their sales effectiveness,
well worth the effort, and should be standards for tv com-
mercial production.
THE LITERAL DEFINITION DOES NOT APPLY
Let's define sell and selling in an effort to clarify our
language. Literally, to sell is "to give up or make over to
another for consideration: dispose of to a purchaser for a
price." Literally, then, it is impossible to sell via television;
or, in other words, to conclude an exchange of goods for
coin, or a promise to pay.
Since the physical exchange required in the sale process
is missing, what does this medium do for us as advertisers?
That's right. It advertises our goods, products or services.
When we talk about sell on television, we are talking about
advertising. Therefore, we are more properly concerned with
the latter definition.
Our aim in tv — as in all advertising — is to create a desire
to buy. This is done by giving information, making public
announcement, praising the good qualities of, in order to
induce the public to buy. In other words, advertising con-
ditions the consumer to buy. The best way to prompt a pur-
chase is to first provoke an emotional response to your com-
mercial. Already our research experts are becoming dis-
enchanted with the value of recall, and its relationship to
sales. So let's relate our products to the consumers' emotions;
let us appeal to their appetites, loves, needs, greed, self-
preservation, and pride.
Bob Foreman at BBDO put it: "A product which con-
tains advantages that fulfill a basic need, or can whet appetites
to create a need — that product's exposure on tv should be
sensational." It is the job of those in commercial tv to so
present the advertised products as to produce consumer ac-
ceptance— a favorable state of mind toward the advertised
goods. The prejudice crystallizes into buying when the con-
sumer happens to want such articles.
The compelling influence of the tv advertisement may come
as a direct pitch from a persuasive personality. It may result
from the projection of a desirable atmosphere or mood which
has been created by, or around, the advertised product. It
may come from product association which appeals to the
viewers' pride, greed or need. It may be the effect of a stated
"reason why" whose logic is irresistible.
Advertisers agree, however, that a promise, and the reason
why a given product will fulfill that promise, are basic in-
gredients for a successful ad. However, there is no rule that
these must be explicitly stated. There are many situations in
which the implied promise and the inferred reason why of
romance, adventure, and clever humor related to the product,
may be far more sales-effective.
WHY DID PROF. HIGGINS BUY THE VIOLETS?
"Who'll buy my violets?" is an advertising pitch, however
weak. And it is doubtful that Prof. Higgins was persuaded
by that headline to buy a bunch from Liza Doolittle. Or even
because of the persuasive personality of the vendor. He
bought the violets because of the intriguing quality of her
speech. And few advertisers would count on a very large
volume of sales with that angle.
The smart agency man would have had Liza give an im-
passioned description of the loveliness of the flowers, the
intoxication of their scent, the beauty they would bring into
their purchasers' lives. The Camera would HOLD on her,
then END on product closeup with Supered Title: "LIZA'S:
VIOLETS, Only a Shilling." Perhaps an even smarter agency
man would leave the person of Liza in favor of the appeal
of a stream-bank strewn with violets, with love and romance
rampant. Then he would DISSOLVE BACK to LIZA, now
the beautiful Pygmalion, thanks to her violets, not Higgins
(Shaw to the contrary).
Both these treatments for the sale of violets fall within
my definition of the term, hard sell. Certainly, though, the
second treatment would not fall within the hard sell definition
preferred by the agency executive who said there was no sell
in the mood commercial. The mood spot, in my opinion, had
plenty of sell in it, although I grant it was not hard within
his definition.
All in advertising have a similar objective: moving goods.
I prefer to think that the selling which advertising effects is.
the causing of acceptance or the conditioning of the con-
sumer to buy. This can be effectively accomplished with a
variety of presentations, depending upon the product and its
problems, variously classified by the trade as hard sell and:
soft sell.
Sumner J. Lyon, b. June 18, 1909, North
Dakota. BA Stanford U . Was with Office of
HP JM Strategic Service during World War 11. Be-
Hr- .Jm fore joining Morse International he was a
PP* **H writer with Warner Bros., Bathe and Prince-
ton Film center and in the tv department
,?r of Lennen & Newell.
Broadcasting
October 21, 1957 • Page 143;
EDITORIALS
The Ten Percenters
FOR MORE than two months Broadcasting editors have been
exploring the world of the talent agent.
It is a murky world where figures are indistinct and the line be-
tween reality and fantasy sometimes imperceptible.
Most of its inhabitants prefer it that way. Talent agents, as a
class, seek the shadows for themselves as they seek the limelight
for their clients.
Some of them will go to fantastic extremes to avoid personal
publicity. One major agency refused to release a picture of its late
founder unless its present management could read and approve our
story, a condition we were unwilling to grant. A Broadcasting
photographer was ejected from three big agencies when he at-
tempted to take pictures of the company names on their entrance
doors.
Only a few of the bigger talent agents were willing to talk freely
to our editors. Others talked, but only in exchange for a promise of
anonymity. Still others refused to disclose any information of sig-
nificance about their businesses, obliging us to go to other sources
for the material we sought.
We recite these experiences not to illustrate the difficulty of the
research that went into the story in this issue but to lead up to this
question: What are agents trying to hide?
It is tempting, but it would be inaccurate, to assume that talent
agents prefer personal obscurity for the same reasons that thieves
work in the night. As far as our editors could determine, this is
not the case. The passion for anonymity comes from other causes.
One is the intense competition which prevails among agents. Pre-
sumably agents feel they can protect themselves from client raids
by other agents if they can keep their client lists from being known.
Another reason for agent secrecy is tradition. In its early forms,
the agent business was conducted in ways that would have
aroused the intense interest of moralists, if not the police. Standards
have improved since then, but the urge for secrecy persists. This
urge, we suggest, is outmoded.
As our careful research clearly shows, the talent agent has become
an influential force in television. In sum, agents account for a $50
million piece of the television economy. By various devices they
exert a strong measure of control over many of the most important
programs on the air. Their position has become too important to be
ignored — or concealed.
The talent agent has developed to a point at which it becomes the
duty of the television advertiser, advertising agency and broad-
caster to determine if the talent agent is making a contribution
equal to his revenue.
At the moment, there are divergent views on that question —
mainly, we suspect, because few people fully understand the talent
agent's business. It is a business which, like other parts of broad-
casting, ought to stand up to scrutiny.
The Way to Equality
THE slow progress made in many areas by broadcast journalism
has provided newspapers with a favorable atmosphere for their
efforts to keep radio-tv reporters away from public events. In the
past year they have kept broadcast newsmen out of public pro-
ceedings at Los Angeles, and just recently print reporters in New
York forced Idlewild airport to grant them separate interviews with
newsworthy travelers.
Reluctance of some stations to accept their journalistic responsi-
bilities recently led Charles Shaw, WCAU-AM-TV Philadelphia, to
call for coverage of news by trained professionals. And Gov. Robert
D. Holmes, of Oregon, a former broadcaster, told last week's
NARTB Portland meeting that broadcasters by and large are "fail-
ing to do a good job of news reporting" and refusing to assume
editorial positions in community and national affairs.
Except in Colorado, where a favorable Supreme Court decision
has been obtained, broadcasters are running into frequent resistance
in coverage of court proceedings and other public events. The
problem is becoming increasingly critical, and the Radio-Televi-
sion News Directors Assn. considers it one of the top issues coming
before its Nov. 6-9 conference at Miami Beach, Fla.
The advanced technology of modern broadcasting gives large
and small stations alike the chance to record history as it happens —
vividly, completely and accurately. Many are doing so. Others are
Page 144 • October 21, 1957
FEDERAL
TRADE
COMMISSION
Drawn for BROADCASTING by Sheiwin L. Tobias
"12,321 . . . 12,322 . . . 12,323. . . ."
not. Without professionals at microphone and camera these devices
are as useless as a fast newspaper press in a poorly staffed plant.
RTNDA is leading the way to improved broadcast reporting. Its
four-day program at Miami is built around a series of how-to-do
sessions, with top newsmen swapping ideas and techniques. The
more progressive news stations have found they can combine able
reporting with audience expansion and sponsor response.
But something more is needed before the equality with the print
media will come to broadcast journalism. Complete, imaginative
and professional coverage of the news is essential, but it is not
enough. Until the broadcast media undertake the counterpart of an
editorial page on the air, particularly in community affairs, they
will not command the respect public officials accord the printed
media which do editorialize.
Editorializing is no assignment for the timid station owner. It
requires fortitude and the willingness to take a few lumps. In no
other way, however, can he become a force in his community. He
will then become an electronic newspaper, with a mechanism that
can fight back. That is the language the politician understands.
The Count That Counts
ONE of these ulcerated days a self-sacrificing business scientist
may assign himself to the job of developing a method of orbit-
ing the harried life of a businessman — a way of office life that will
produce maximum achievement and money out of a 9-5:30-or-later
routine.
Pending arrival of that happy era, the best interim procedure is
to utilize available ways of getting the most out of every minute —
especially the minutes devoted to acquisition of commercial informa-
tion.
Luckily there's a way of getting information efficiently and of
communicating effectively with others engaged in broadcasting's
facets. It's simple — the use of an accepted business device, Audit
Bureau of Circulations.
October is ABC Month. This method of showing who buys a
publication — newspaper, magazine or business — has gained uni-
versal acceptance among those who spend money to buy space in
publications. There's a good reason for this esteem: ABC shows how
many people think enough of a publication to pay for its delivery
to their offices and homes.
Broadcasting joins the ABC celebration by observing its first
anniversary as a member of the exclusive group — the only member
in the radio-tv publication field. It commends ABC as an important
aid to those who use publications in their work as a means of
knowing what is happening, and what's going to happen.
Broadcasting
O YOU, WE SAY THANKS...
To 582 advertisers and their 141 advertising agencies. For investing $2,195,693.33
gross in advertising on KCRA-TV since its birthday September 2, 1955. To sponsors
of KCRA-TV's fifteen national spot programs for placing more than three times
the number of national spot programs of the second Sacramento station as of
September 20:
Casey Jones
Gray Ghost
Mickey Spillane
26 Men
Sheriff of Cochise
Sky King
Cisco Kid
Annie Oakley
State Trooper
Death Valley Days
Silent Service
Vagabond
Rin Tin Tin
Susie
1 Search for Adventure
American Home Products
Bekins Van & Storage Co.
Burgermeister Brewing Corp.
Continental Baking Co.
Corn Products
Falstaff Brewing Corp.
Interstate Baking Corp.
Mother's Cake & Cookie Co.
National Biscuit Co.
Pacific Coast Borax
Welch Grape Juice Co.
White King Soap Co.
Our staff. Whose hard work, intelligent planning and smooth,
professional handling of routine television station operations
has resulted in the creation of outstanding popular local
programming. Such as "Captain Sacto," "Valley Playhouse,"
"Romper Room," "Sacramento 8 a.m.," Sacramento's high-
est rated television news program and award winning public
service programs. A nod to the technical staff, which has
lost only 13 hours of airtime in two years.
The National Broadcasting Company. Robert Sarnoff, Robert
Kintner, Emanuel Sacks, Harry Bannister, Tom Knode,
Don Mercer. The hundreds of people who have created
brilliant programs to entertain millions and invite KCRA-TV
into the homes of hundreds of thousands. We look forward
to the impressive fall schedule on NBC.
Edward Petry & Company, Inc. Doug Carruth, A. Gifford
Eager, Jr., Ben H. Holmes, Richard Hughes, Mike James,
Paul Kennedy, Hugh O. Kerwin, Bob Kochenthal, Roger
LaReau, Bill Larimer, George Ledell, Keith Lewis, Al
Masini, Bruce Mayer, Lloyd McGovern, Jack McWeeny,
Martin Nierman, Ted Page, Edwin Pfeiffer, LeGrand
Redfield, William Rohn, Louis A. Smith, Richard Trapp.
Franklin M. Walker, Junius J. Zolp. A cigar for Uncle Ed.
For straight selling, quick action and enthusiastic services to
agencies and advertisers.
The feature film suppliers. Associated Artists Productions
for its massive supply of Warner Brothers features. National
Telefilm Associates for the exciting 20th Century Fox
package. Screen Gems for the famous motion pictures from
Columbia and Universal International. The alphabetical
syndicated film distributors. NBC Film, ABC Film, CBS
Film, MCA, NTA, TPA and Screen Gems. All of whose
product teams with KCRA-TV's local creations to deliver
more audience in local option time than the other two
stations combined.
The people of the 31 county Sacramento television market.
Inside and outside. Whose steady stream of mail to Milly
Sullivan, Captain Sacto, Skipper Stu, Miss Nancy and
KCRA-TV in general shows their interest in and approval
of the programs they see on KCRA-TV. Whose loyalty
results in consistently and virtually 50 per cent of the sign-on
to sign-off Share of Audience. Whose support of KCRA-TV
advertisers makes all of this possible.
To all of you. Thanks. Your combined investment, effort,
creativity and enthusiasm make KCRA-TV the Highest
Rated NBC Station in the West and the dominant leader in
Sacramento television today.
Ewing C. Kelly, President and General Manager
Howard J. Smiley, Assistant General Manager
Robert E. Kelly, Station Manager
• TV
CLE AF
Serving 31 Northern California and Nevada Counties
SACRAMENTO, CALIFORNIA
CHANN
OCTOBER 28, 1957
THIRTY-FIVE CENTS
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
COMPIETE INDE
Pay tv outlook: If it gets moving, broadcasters will join
Frey report set for ANA airing at Atlantic City sessions
FTC initial decision hits chain store merchandising plans
RCA takes wraps off prototype color video tape recorder
there's a
Sforz Station
. . . precisely why there's never a dull moment ...
. . . precisely why in each of these major markets
more radios are tuned to the Storz Station than to any other
MINNEAPOLIS-ST. PAUL . . . WDGY is first . . . all-day average.
Proof: Hooper (31.9%) . . . Trendex . . . Pulse. See Blair or General
Manager Jack Thayer.
KANSAS CITY . . . WHB is first . . . all-day. Proof ; Metro Pulse,
Nielsen, Trendex, Hooper, Area Nielsen, Pulse. All-day average as high
as 48.5% (Nielsen). See Blair or General Manager George W. Arm-
strong.
NEW ORLEANS . . . WTIX is first . . . all-day. Proof: Hooper (WTIX
2 to 1) ... Pulse. See Adam Young or General Manager Fred Berthelson.
MIAMI
WQAM is first
Pulse . . . Southern Florida Area Pulse
General Manager Jack Sandler.
all-day. Proof: Hooper (42.1%)
Trendex. See Blair ... or
WDGY Minneapolis St Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR & CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
WNAX-570
Blankets Big Aggie Land
today, as for the past 35 years, the basic
buy for this rich, 5-state market.
BIG AGGIE LAND
• 2Vk million people
• 625,900 homes
• 175 Counties
• $3 1 2 Billion Income
• %2Vi Billion Retail Sales
Our 35th Anniversary-! 922-1 957
WNAX-570 delivers your message
to 42% of the Big Aggie homes on
a monthly basis. A recent survey in
the heart of the area gave WNAX-
570, 66.4% share of the audience.
To sell Big Aggie Land, buy WNAX-
570 — and reap the reward of cov-
erage in 5 rich states. Your Katz
representative will handle the de-
tails.
WNAX-570
Yankton, South Dakota
CBS Radio
A Cowles Station
Don D. Sullivan
General Manager
FIRST. . .FIRST. . . FIRST.. FIRST. ..FIRST. . . FIRST. I
Still FIRST
tft West V^iwiftA
BIGfi EST iu«*kt
WCHS-TV garnered ELEVEN out ©* the "TOP-TIN*' programs in West
Virginio * biggest morkst? The latest ARB* rating shows this phenomenal
attention ''Hometown folks" give their "Hometown Station.'"
for biggest audience jn the Charleston-Huntington-Ashland morkef sched-
ule WCHS-TV - Coll Bronhom or Jack Gefder, Vice President ond General
Manager. WCHS-TV.
WCHS-TV
CHARLESTON -HUNTINGTON -ASHLAND
FROM THE BIGGEST MARKET . .
Charleston's only TV Station!
BASIC CBS
Lewis and Clark covered a vast territory
Leaders of the first American expedition overland
to the Pacific, 1804-1806, Meriwether Lewis and
Lt. William Clark officially opened to government
knowledge an immense region of the Far West.
today
W GAL-TV covers
a vast MARKET territory
3V2 million people
in 1,015,655 families
owning 917,320 TV sets
earning $6l4 billion annually
buying consumer goods that add up to
%3Va billion annually in retail sales
It's the coverage that makes WGAL-TV
America's 10th TV Market!
316,000 WATTS
Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles • San Francisco
Published every Monday, 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc., 1735 DeSales St.,
N. W., Washington 6, D. C. Entered as second class matter March 14, 1933 at Post Office, Washington, D. C., under act of March 3, 1879.
closed circuit:
BOOSTERS' BOOSTER • Governors of
12 Western states are about to win their
battle against FCC ruling that so-called
"on-channel boosters" for tv are illegal.
Such will be recommendation of FCC
Comr. T. A. M. Craven following on-the-
scene inspection last week of operations
in Colorado in which field tests made by
FCC's own inspectors of more than 30
installations showed there was no inter-
ference whatever. -
•
In substance, conclusion reached by
Comr. Craven, FCC's only engineering
member, is that misnamed "on-channel
boosters" are not transmitters but actually
constitute part of receiver to bring service
to small clusters of families in rough ter-
rain or in valleys which do not get normal
signals. One-watt installations cost around
$200. Former Gov. Edwin C. Johnson, of
Colorado, caused furor two years ago in
defying FCC's authority banning boosters.
Craven finding, concluding that method is
receiver rather than transmitter function,
would preclude licensing and probably
mean only issuance of certificates by FCC
to assure limitation on interference.
•
TARIFF ON TOLL • Rep. Emanuel
Celler (D-N.Y.), chairman of powerful
House Judiciary Committee, this week will
advance new reason why Congress, not
FCC, ought to decide fate of subscription
television. Mr. Celler will say that if Con-
gress, when considering Communications
Act of 1934, had thought public would
have to pay for broadcasting, it would
have written tariff regulations for toll serv-
ice. He'll emphasize this point in debate
Oct. 29 with Paul Porter, former FCC
chairman and now Washington lawyer
for International Telemeter, before Radio-
Television Executives Society in New York.
•
Inquiries have been received by Illinois
Bell Telephone Co. from Skiatron and In-
ternational Telemeter Corp. on cost, facil-
ities and other factors involved in wiring
Chicago for closed-circuit pay tv facilities.
So far everything has been informal, but
inquiries reached crescendo since launch-
ing last month of Telemovies' operation
in Bartlesville, Okla. [Lead Story, Sept. 9].
•
QUESTIONS, QUESTIONS - Networks
have been given indefinite extension of
time to furnish Moulder Committee infor-
mation requested in its investigation of
FCC [Government, Oct. 14]. Original
request was that material on all gifts,
letters and conversations with commis-
sioners and staff be furnished by last Thurs-
day. Networks were unable to meet dead-
line and plan to furnish information piece-
meal, it is understood. In fact, NBC
already has turned over portion of infor-
mation to committee.
Meanwhile, efforts of FCC to forestall
answering similar questionnaire have been
frustrated. FCC had requested conference
with Rep. Moulder [Government, Oct.
21] on proposal which has not, as yet,
been granted. And Rep. Moulder left San
Francisco Saturday for tour of Far East,
not planning to return to U. S. until
Nov. 17. All commissioners objected to
questions, and none has furnished answers,
which were requested by Oct. 17.
•
FLU WARNING • Federal Trade Com-
mission and Food & Drug Administration
are readying joint statement warning drug
advertisers they will not tolerate false
claims in connection with Asiatic flu. State-
ment will back up notice given by FDA
Comr. George P. Larrick in speech to
retail druggists [Advertisers & Agencies,
Oct. 21]. Official statement by two agencies
has been okayed by FTC, awaits clearance
at FDA.
•
Robert Sarnoff, NBC president, and
Robert E. Kintner, executive vice president
for tv programs and sales, NBC-TV, met
with several network program executives
in Atlantic City last Thursday to preview
and consider shows for next season. Ses-
sion was in line with network's plan-ahead
policy in programming [Networks, Sept.
16].
•
CLEAR CHANNEL NETWORK • Plan
for clear channel radio network, to operate
midnight to early morning principally for
listeners on wheels, is receiving considera-
tion in high places. Proposal, advanced by
Ralph Evans, executive vice president of
WHO-AM-TV Des Moines and WOC-
AM-TV Davenport, understood to be
under consideration by at least one estab-
lished radio network and would link
strategically located 50 kilowatters to
blanket country, with sponsorship sought
from companies having overall distribu-
tion of products geared primarily for
mobile audience such as truckers and
other transportation media.
•
Despite recent "softening" of business,
tv manufacturers feel rather sanguine
about 1957. If present production and
sales of tv receivers hold up, set makers
feel they will reach same level as 1956
when 7,387,029 tv sets were made. High-
est level of tv production was in 1955
when 7,756,521 sets were made during
peak period of station expansion.
• ■
BEER AND WINE • Ontario broadcasters
anticipate early permission by Ontario
government for use of institutional beer
and wine advertising on radio and tele-
vision following friendly meeting Tuesday
afternoon at Toronto with Ontario Premier
Leslie Frost and other government officials.
Ontario broadcasters committee, led by
Baxter Ricard, CHNO Sudbury, and Ted
Campeau, CKLW-AM-TV Windsor, met
with Ontario premier during annual con-
vention of Central Canada Broadcasters
Assn.
•
To be announced this week will be sale
of control of WTAN Clearwater, Fla.,
local, by Mr. and Mrs. William G. Wells
to H. Dennison Parker, vice president and
general manager of station and present
25% owner. Mr. and Mrs. Wells will
transfer their 75% interest for $150,000
but will continue to live in Clearwater.
Station, established in 1948, operates on
1340 kc with 250 w fulltime. Wells also
own 80% of WMOA Marietta, Ohio, 250
waiter.
•
BACK TO BIG CITY • Mutual, which
shifted headquarters for its news opera-
tion to Washington last March, expected
shortly to re-establish New York as hub
of such activities. In changeover, Norman
Baer, currently executive producer of
news and special events, is in line to be
named director of news and special events,
headquartering in New York. Move also
will presage expansion in personnel in
New York. It is understood change was
decided upon because of upbeat in over-
seas news activity, which can be better
serviced in New York where circuitry
is more readily available than in Wash-
ington. Mr. Baer will assume title formerly
held by Robert F. Hurleigh, who last
week was named vice president in charge
of Washington operations (story page 94).
•
Gates Radio Co., one of pioneer manu-
facturers of broadcast equipment, may be
sold to Harris Intertype Corp., Cleveland,
printing machinery manufacturer. Nego-
tiations reportedly have been in progress
for some time.
•
MIGHTY MEDIA • Extent of broadcast-
ing influence on lives of men demonstrated
in plan by Harold Craig, 26-year-old New
York state farmer, who was eliminated last
week from Twenty-One quiz show after
winning $106,000. Mr. Craig announced
he would run for Congress as Republican
candidate. Incumbent is Rep. Dean Park
Taylor, of Troy, minority stockholder in
Lowell Thomas-Frank Smith properties
(WROW, WCDA-TV Schenectady-Troy;
WDTV [TV] Durham, N. C, and KOVR
[TV] Stockton, Calif.) David Mayer, 36-
year-old psychologist (specializing in
motivation research), who knocked off
Harold Craig on Twenty-One, also is iden-
tified with broadcasting through his re-
search activities. He is president of Market
Psychology Inc.
Broadcasting
October 28, 1957 • Page 5
n K
it's KCMO-TV's
ye-full" tower
Maximum power from the tallest self-
supported tower in the world. Clearer,
finer picture for KCMO-TV viewers.
And sharper sales for KCMO-TV spon-
sors because KCMO-TV on Channel 5
consistently holds the No. 1 spot in
popularity with Mid -America viewers.
ARB and NIELSEN both verify this fact.
ANOTHER
KCMO-TV Kansas City channel 5
IEN-TV Syracuse cha i 2 0
-iO-TV Phoenix channel 5
Joe Hartenbower, General Mgr.
Sid Tremble, Commercial Mgr.
Represented nationally by Katz Agency
KCMO-TV . . . One of Mere-
dith's Big 4 . . . All-Family Stations.
Meredith Stations Are Affiliated with Better Homes and Gardens and Successful Farming Magazines.
Page 6 • October 28, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY
The Toll Tv Fork in The Road — If pay television becomes in-
evitable, it appears that the big commercial telecasters will
become equally prominent operators in the subscription field.
Two networks already are on record to that effect. Tele-
casters in 20 cities, surveyed by Broadcasting, reflect indeci-
sion. Page 31.
ADVERTISERS & AGENCIES
Record Turnout for ANA — Close to 500 top U. S. adver-
tisers expected for 48th annual meeting of Assn. of National
Advertisers this week at Atlantic City. Spotlight is on Frey
report on agency services and compensation. Big turnout
of agency and media executives also expected. Page 34.
Timex Is Hopeless — U. S. Time Corp. rears up after Bob
Hope guests on Sinatra Chesterfield show that appends mes-
sage for rival Bulova. Firm cancels backing of upcoming Hope
programs. Page 35.
Madison Avenue Wants Guidance — Bryan Houston, Bryan
Houston Inc. chairman, tells Texas broadcasters' meeting that
stations' help and information is vital. Page 39.
The Object of Dodge's Affection — With $10 million un-
officially planned by the automaker for broadcast media
next season, the lion's share is going to Lawrence Welk's two
programs on ABC-TV. Dodge's director of advertising and
merchandising tells why the advertiser shares the public's
"love" for the bandleader and the results he produces. Page
40.
Still Ruling The Tv Network Roost — For third straight
month, national advertisers of toiletries edge the food makers
in tv network gross billings. Publishers Information Bureau
figures show the spending in August. Page 46.
Ideas — Who Owns Them After Client and Agency Part? —
In a possibly unprecedented court decision, Warwick & Legler
is granted injunctive relief from Schick Inc. and Benton &
Bowles using a tv commercial idea conceived and developed
by W&L. Page 42.
AAAA's Review ABC's of Media — Ray Mithun tells how
media dollars can be stretched in tv, urges delegates to rely
more on audience quality and creative imagination than slide-
rule and cost-per-thousand equations. Page 44.
NETWORKS
NBC Radio Reports Upsurge — Plans for two increases in
station compensation announced as network reports 40%
gain in sponsored hours and 70% increase in gross billings.
Page 92.
From Holding Hands to Throwing Punches — Kohler Co.
raps MBS for failure to carry its president's talk on forum
series as "employer censorship." Counsel for Kohler, which
picked up most of tab for Mutual 1956 political coverage,
threatens FCC and Senate action and wants network's trans-
cripts. Page 94.
MANUFACTURING
RCA Shows New Color Tv Recorder — Improved system
for taping color tv programs wins plaudits at demonstration.
RCA says it's practical, hopes to have prototypes ready in
early 1958 and to be in commercial production by end of that
year. Page 88.
STATIONS
St. Louis Tvs Shuffled — FCC approves sale of KWK-TV to
CBS; of KMOX-TV from CBS to other applicants. St. Louis
Globe-Democrat buys into KTVI(TV). Page 73.
Barter Breaks Into Equipment Market — Time Merchants
Inc. sets up wholly separate financing firm that will allow
equipment manufacturers and expansion-conscious stations to
get together. Medium of exchange: unsold time. Page 73.
Music They Want to Hear — WFIL Philadelphia, dissatisfied
with top-40 tune listings and raucous tunes, leaves music
programming up to scientifically-selected audience jury. The
verdict — balanced pop and standard diet, with rock and roll
relegated to bottom of list. Page 76.
TRADE ASSNS.
End of The Road — NARTB headquarters squadron, headed
by President Harold E. Fellows, winds up autumn regional
meeting schedule at Dallas and Memphis. Page 54.
GOVERNMENT
Ax Closer on Merchandising Plans — Recommendations of
a Federal Trade Commission examiner last week brought
station chain store promotions a step nearer the gallows. Six
grocery manufacturers, by participating in station merchandis-
ing plans, are guilty of Robinson-Patman violations, he
says. Respondents will appeal the initial decision. Page 64.
No Backlash — Rep. Oren Harris tells Memphis NARTB
meeting that no FCC decisions will be changed as a result of
the Moulder investigation; says that congressional action is
needed in the fields of network practices, allocations and pay
tv. Page 66.
Trafficking Issue Raised — Commission brings up question
of trafficking in licenses in sending Robert W. Rounsaville a
McFarland letter indicating necessity for a hearing on ap-
plications whereby Rounsaville is selling his WOBS Jackson-
ville, Fla., and buying WMRY New Orleans. La. Page 70.
OPINION
Network Tv Isn't Flexible Enough — George
Bolas, Tatham-Laird media director, says
there are too many restrictions on the adver-
tiser who wants network tv but finds it doesn't
conform to his budget or marketing strategy.
He suggests remedies in the weekly Monday
Memo series. Page 129.
DEPARTMENTS
ADVERTISERS & AGENCIES ... 34
AT DEADLINE 9
AWARDS 52
BUSINESS BRIEFLY 42
CLOSED CIRCUIT 5
COLORCASTING 49
EDITORIAL 130
EDUCATION 97
FILM 98
FOR THE RECORD 113
GOVERNMENT 64
IN REVIEW 15
LEAD STORY 31
MANUFACTURING 88
MONDAY MEMO 129
NETWORKS 92
OPEN MIKE 22
OUR RESPECTS 28
PEOPLE 106
PERSONNEL RELATIONS 104
PROGRAMS & PROMOTIONS. . 124
PROGRAM SERVICES 100
STATIONS 73
TRADE ASSNS 54
UPCOMING 122
*4
Broadcasting
October 28, 1957 • Page 7
Twin
Peaks
in the
Twin
Cities
1. Highest rating in WDGY's history
31.9% average share of audience says Hooper!*
Next station's share? 24.9%.
Latest Trendex gives WDGY 29.9% . average.**
Newest Pulse gives WDGY first place, with more quarter hour wins
than anybody — and no quarter hour below second.***
No wonder this month is seeing . . .
2. WDGY's biggest billing in 34 years
The Storz Station programming which changed Twin Cities
listening habits — has automatically created a new time-
buying habit. It's the new data that counts.
Get all of it from Blair ... or WDGY General Manager
Jack Thayer.
*7 a.m.-6 p.m. Mon.-Sat. Aug.-Sept., 1957
** 7 a.m.-6 p.m. Mon.-Sat.
***6 a.m.-6 p.m. Mon.-Sat. July-Aug., '57 50,000 watts
WDGY
50,000 wati
Minneapolis St. Paul
TOD AY
TODD stor;
S RADIO FOR TODAY'S SELLING
£ PRESIDENT • HOME OFFICE; OMAHA, NEBRASKA
WDGY Minneapolis St Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR 4c CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR St CO.
at deadline
NARTB Regional Meets Outdraw
Last Year's With 1,713 Total
Delegates at NARTB Region 3 meeting
at Memphis, Tenn., adopted resolution Fri-
day afternoon urging that all-industry tv
music license committee "use its best efforts
to reach agreement with ASCAP," specify-
ing that pact should provide rates more
favorable to stations than present terms.
ASCAP tv contract expires at end of 1957.
Other resolutions adopted as autumn
meetings came to close (early story, page
54) included approval of FCC remote con-
trol rules, opposition to pay tv action
pending congressional study, approval of
tv spectrum-coverage study.
Total attendance at 1957 NARTB re-
gional series was 1,713 compared to 1,581
in 1956, according to William L. Walker,
NARTB assistant treasurer and convention
manager. Marked decline was shown in Re-
gion 2 meeting at Asheville, N. C, where
meeting site was difficult to reach for some
delegates. Excluding Asheville, attendance
at meetings was 20% above 1956. Official
attendance figures follow:
Region
Convention City
1956
1957
T v
Schenectady
201
212
2
Asheville
285
165
3
Memphis
177
202
4
Cleveland
207
198
5
Kansas City
208
243
6
Dallas
169
241
7
Denver
137
228
8
Portland, Ore.
197
224
TOTAL
1,581
1,713
Crosley Gets WLWI (TV) Nod
Crosley Broadcasting Corp.'s ch. 13 WLWI
(TV) Indianapolis, Ind., got go-ahead sign
Friday afternoon, when FCC in extraordi-
nary morning session voted 4-2 to deny peti-
tions by unsuccessful applicants to reopen,
reconsider, rehear and stay FCC ch. 13 grant
last March to Crosley. Comrs. Hyde and
Bartley dissented; Comr. Ford voted aye
with Comrs. Doerfer, Craven and Mack.
Comr. Lee was absent. Petitioners, who have
appeal in federal court, were WIBC, WIRE
and Mid-West Tv Corp. After FCC turned
down pleadings, it granted WLWI modifica-
tion to change transmitter and antenna
equipment type numbers. This permits
Crosley to begin commercial operation,
probably this weekend. Case was hung up
since mid-September when Commission split
on granting modification.
WLEV-TV Shutting Down
Ch. 51 WLEV-TV Bethlehem, Pa., re-
quested FCC permission to go dark at mid-
night Oct. 31 for period of approximately
six months. Clair R. McCollough, vice
president of licensee Assoc. Broadcasters
Inc., told FCC WLEV-TV (Steinman sta-
tion) has lost in excess of $500,000 since
going on air April 21, 1953.
Broadcasting
New TvB Presentation Outlines
Tv Importance to Corporations
Television Bureau of Advertising released
details Friday of new study and advertiser
presentation, "Television And Your Corpo-
rate Image," designed to show importance of
tv to corporations desiring to communicate
with various "publics" — employes, custom-
ers, prospects, stockholders and government.
Presentation, TvB said, already has been
shown to American Can Co., Sperry Rand
Corp., U. S. Rubber Co., Union Carbide
& Carbon Corp., Shell Oil Co., General
Mills, International Business Machines Corp.
and Minneapolis-Honeywell.
Created and developed under supervision
of Halsey V. Barrett, national sales manager
of TvB, study points out that tv is watched
each day for considerable period by all
types of individuals, with professional, tech-
nical and managerial persons in top classi-
fication with six hours, 38 minutes of view-
ing per day (Pulse 1957 figures). It also
reports that there is large amount of tv
viewing in all types of communities, rang-
ing from five hours, eight minutes in rural
areas to six hours in metropolitan areas
under 450,000 population.
KGUL-TV Wants Houston Move
KGUL-TV Galveston, Tex., has asked
FCC for permission to move into Houston.
Petition asked that authority be given to put
main ch. 11 KGUL-TV studio in Houston,
maintain secondary facilities in Galveston.
Cities are 21.5 miles apart, KGUL-TV
maintained, city limit to city limit. Galveston
station pointed out that Commission recently
approved reallocation of ch. 8 KTVX (TV)
Muskogee, Okla., to Tulsa, called attention
to fact that sister Corinthian station
(KOTV [TV] Tulsa) failed to prevail in
opposition to that move. KGUL-TV com-
petes with KPRC-TV and KTRK-TV Hous,
ton, faced bitter opposition from them when
it relocated transmitter nearer Houston not
long ago. Service will remain same, KGUL-
TV said, but Houston identity will permit
fairer competitive position.
RCA Quarterly Gross Up 5%
RCA and subsidiaries achieved record
gross sales of $853,667,000 in first nine
months of 1957, exceeding by 5% previous
mark established in corresponding period of
1956, according to announcement today
(Mon.) by Brig. Gen. David Sarnoff, chair-
man of board, and John L. Burns, president.
RCA earnings, after federal income taxes,
were reported at $28,320,000 for nine-month
period, equal to $1.87 per share of common
stock, as compared with $27,893,000 for
1956 period, equal to $1.82 per share. Third
quarter sales and earnings also topped com-
parable 1956 period.
o BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 34.
SIGNS 'CHRISTMAS CARD' • Shulton
Inc., Clifton, N. J., Friday confirmed co-
sponsorship of Bing Crosby's Christmas
Card spectacular on CBS-TV Dec. 11.
Other advertiser signed for show (pre-empt-
ing Armstrong Cork Co.'s Armstrong Circle
Theatre) is U. S. Time Corp., which last
week canceled sponsorship of Bob Hope
specials on NBC-TV (earlier story, p. 35).
Shulton's contract placed through Wesley
Assoc. and Timex's through Peck Adv.,
both N. Y. Watch firm's president, Joachim
Lehmkuhl, hinted that Timex may pick up
future Crosby shows, and stated, "We think
he did an outstanding job for Edsel recently."
NEW MODEL SPOTS • Lincoln-Mercury
Dealers Assn., both N. Y. and Cincinnati
districts said to be planning extensive spot
radio efforts in their areas to last several
weeks starting in mid-November to adver-
tise new models. Approximately 35 markets
in New York metropolitan area, upstate
New York and parts of Connecticut are
set for New York dealers while Cincinnati
group is scheduling about 100 stations in
trading area. Agency: Kenyon & Eckhardt,
N. Y.
PONTIAC MAY ADD • General Motors
Corp. (Pontiac Div.), Detroit, sponsor of
Notre Dame U. football on Mutual, under-
stood considering proposal to purchase spot
schedule on same network. Decision ex-
pected shortly. Agency: MacManus, John
& Adams, Bloomfield Hills, Mich.
TV SPOT BARRAGE • Sterling Drug Co.,
N. Y., planning two-week tv spot announce-
ment campaign in about 20 markets. Agen-
cy: Earl S. Brown Co., N. Y.
PERFUME PLANNING • Coty Inc. (per-
fumes), N. Y., reported to be launching
spot radio-tv campaign, using 15 major
markets for each medium. Spot effort, set
to begin in early November, is part of ad-
vertiser's pre-Christmas promotion. Agency
is Heineman, Kleinfeld, Shaw & Joseph,
N. Y.
TEXAS SPOTTING • Texas Co., N. Y.,
understood planning extensive spot tv cam-
paign in undetermined number of markets
to begin within two weeks. Agency: Cun-
ningham & Walsh, N. Y.
Continues on page 10
October 28, 1957 • Page 9
PEOPLE
at deadline
saBHBBBmanniHBH
Schick Counter Suit Charges
L&N Handled Rival Too Soon
Counter suit to recover $ 1 million in com-
missions paid Warwick & Legler, New York,
during its association with Schick Inc. (Oc-
tober 1955-April 1957) plus $50,000 dam-
ages was filed in Philadelphia federal court
by Schick, with papers being served on
agency's counsel last week, it was disclosed
Friday by attorneys for both sides. Suit, filed
Oct. 16 and part of Schick's answer to
W&L's contentions (early story, p. 42),
charges agency with having "breached fidu-
ciary obligation" to act as "trustee" for client
by having made available to competitor
(Remington-Rand Div.) tv commercial idea
before expiration of advertiser-agency con-
tract June 15.
Theodore J. Miller, partner in Dunning-
ton, Bartholow & Miller, Schick's coun-
sel, charged that W&L had jumped gun and
had violated trust placed in it by client by
selling idea to rival shaver firm. Felix H.
Kent of Lawler & Rockwood, W&L's coun-
sel, denied this allegation, saying "at no time
before June 15 did our client solicit Rem-
ington-Rand." On June 14, he said, day
before cutoff point, H. P. Warwick, presi-
dent, and William P. Warwick, radio-tv di-
rector, prepared rough print of tv film com-
mercial, but did not actually approach Rem-
ington-Rand until June 26. This reply is
contained in transcripts of two-and-half
day Philadelphia hearing. One of cases on
which Schick bases its arguments is 1937
New York copyright decision rendered by
district court against radio program direc-
tor Sedley Brown, former employe (at time
of hearing) of Stack-Goble Adv. Agency.
Mr. Brown sought payment from agency and
its client, Molle Co. (now part of Sterling
Drugs Inc.) for lyrics of on-air commercial
jingle. Court found that agency held title
"in trust of manufacturer."
Lubbock Ch. 5 Action Delayed
FCC Friday ordered final action on ch.
5 Lubbock, Tex., case held up pending study
of proposals by Lubbock commercial sta-
tions KCBD-TV and KDUB-TV to help
finance Texas Technological College, re-
maining applicant for Lubbock ch. 5, fa-
vored in last month's initial decision by
hearing examiner. Competing application
by C. L. Trigg was withdrawn earlier last
month. If FCC had not acted, grant would
have become effective today (Monday).
Marts Buys Iowa Daytimer
KLEE Ottumwa, Iowa, sold Friday by
Jack Lester and J. William O'Connor to
Carrll Marts, recently resigned from MBS
Central Div. Total price was $57,500. Ham-
ilton, Stubblefield, Twinning & Assoc. han-
dled transaction. KLEE operates on 1480
kc 500 w daytime.
Douglas, Ga., Station Roots Out
Sputnik Data Direct From Moscow
WDMG Douglas, Ga. scooped news-
papers, networks and bigger stations last
week with description of physical details
of satellite Sputnik obtained directly from
Soviet scientist in Moscow.
When station announced plan to call
Russia, it was flooded with proposed ques-
tions from science students in area high
schools and nearby South Georgia College.
Armed with ten most probing questions,
WDMG called Soviet party boss Khrushchev
in Moscow.
News Director Jim Holland explained that
although Krushchev was not available, call
was passed through several persons until
it reached Boris Gerasov, member of Inter-
national Geophysical Year scientific team
who understands English. In 50-minute call
Wednesday, WDMG gave Mr. Gerasov
questions; on Friday, after consulting vice
president of Soviet IGY-team Eurie Bera-
sovff, Gerasov called back with all answers.
WDMG got clear explanations of Sputnik
construction, life span and signal setup.
Conversation was taped and broadcast, and
Mr. Holland reported it had also been re-
layed by phone for broadcast in Canada.
WPST-TV Names Petry
Appointment of Edward Petry & Co. as
national sales representative of WPST-TV
Miami announced Friday by Walter Koes-
sler, station's general manager. Appointment
is effective today (Monday). WPST-TV (ch.
10) is owned by National Airlines and affil-
iated with ABC-TV.
WHO STRUCK THE FLAG?
Executives at American Broadcast-
ing Network were wondering Friday
if they had been victim of practical
joke.
Earlier ABN dropped station-break
jingle using opening notes of "Star
Spangled Banner" after executive of-
fices received phone call from man
who said: "This is Woods of the FCC.
This isn't anything official but as a
friend I wanted to tell you we have
received 7,200 letters protesting the
use of the jingle."
Check by network officials at FCC
late last week disclosed no protests at
all. Commission had received one
letter from woman member of patri-
otic society who complained that FCC
was "censoring" ABN in making it
drop jingle with national anthem
theme. She said she'd heard of action
"on the radio."
THOMAS A. McAVlTY, former executive
vice president of NBC, joins McCann-
Erickson, N. Y., as vice president and gen-
eral executive reporting to C. Terence Clyne,
vice president in charge of tv-radio [Closed
Circuit, Oct. 14].
JOHN C. MADDOX, vice president-man-
ager of Cleveland office, Fuller & Smith &
Ross, named senior vice president in charge
of marketing services, N. Y., effective about
March 1. He will be succeeded in Cleveland
by KIRK C. TUTTLE, for 14 years with
Kudner Agency, N. Y., serving Goodyear
Tire & Rubber Co. account.
WILLIAM M. WEELBACHER, executive
assistant to Dr. L. O. Brown, vice president
and director of media, merchandising and
research, Dancer-Fitzgerald-Sample, N. Y.,
named vice president and director of re-
search. Agency has vice president for each
of three categories under Dr. Brown.
RICHARD BRONSON, production-promo-
tion manager of WABI-TV Bangor, Me., and
JOHN McRAE, program director, WABI,
promoted to station manager of their respec-
tive stations, assuming duties formerly
handled by LEE GORMAN, who continues
as executive vice president and general man-
ager of both outlets.
BENN SQUIRES, in various production
capacities with NBC Radio, named to new
post of coordinator of program development
for NBC Radio.
DOUGLAS C. MANSON, former vice
president-copy chief, Benton & Bowles, and
former Paris & Peart, BBDO and Gulf Oil
executive, to Joseph Katz Co., N. Y. and
Baltimore, in creative executive capacity.
AL KEHR, formerly with Buchanan & Co.
and Lennen & Newell, both N. Y., joins
Katz Co., N. Y., as sales promotion man-
ager.
JEAN CURRY, since 1955 administrative
assistant to operations committee, Cunning-
ham & Walsh, N. Y., elected assistant
secretary, becoming first woman to be officer
of that agency.
BUSINESS BRIEFLY
Continues from page 9
'LUCY' NOT DESERTED • Sheaffer Pen
Co., Fort Madison, Iowa, which previously
tried to shed alternate weeks of / Love
Lucy reruns (CBS-TV, Wed., 7:30-8 p.m.)
before Dec. 18 expiration date, has changed
mind because of ratings. For brief spell
Sheaffer considered picking up Bob Hope's
Show, but is sticking with Lucy.
STAYS ON 'PATROL' • P. Ballantine &
Sons, N. Y., is renewing Ziv-Tv Highway
Patrol for third year in 25-odd mar-
kets for 52 weeks effective first week of
November. Agency: William Esty Co., N. Y.
Page 10 • October 28, 1957
Broadcasting
We
Sincerely
Believe :
. . . that the vast majority of WSB Radio's hun-
dreds of thousands of consistent listeners are old
enough and mature enough to have minds of
their own —
. . . and that by giving them variety in music,
intelligent and comprehensive news coverage, in-
terspersed with well planned local and network
programs —
. . . presented to them on the air by pleasing
personalities instead of "characters" —
. . . results in a WSB Radio audience with a pur-
chasing potential that dwarfs that of any other
radio station in the Atlanta market.
We defend our audience against the untrue thecny
that "the average mentality of the listening public
is that of a fourteen-year old."
WSB Radio is not a juke-box-program typed station
with just "the top 10-20-30-40-50 tunes"
rammed into our listeners' ears-day and night.
We insist that our WSB Radio air staffers present
themselves as guests in our listeners' homes,
easily understood and liked by every member of the
family from eight to eighty. All rating surveys
prove our dominant acceptance in Georgia.
If you want to reach l.he BUYING members of the
radio families in the Atlanta market use WSB Radio.
WSB/RADIO
The Voice of the South • Atlanta
Affiliated with The Atlanta Journal and Constitution.
NBC affiliate. Represented by Edw. Petry & Co.
Broadcasting
October 28, 1957 • Page 11
THRILL-PACKED
...HE-MAN ACTION
ON LAND, SEA, AND
UNDER THE SEA!
THE ENTIRE INDUSTRY
APPLAUDS
ZIV's NEW
STARRING
saHunf
LLOYD BRIDGES
NAVY FROGMAN MIKE NELSON
DARING UNDERWATER CRIMINOLOGIST!
THESE SPONSORS AND STATIONS
SAW THEM ALL . . . THEN SELECTED
ZIV'S EXCITING TV INNOVATION!
STANDARD OIL OF CALIFORNIA
BOWMAN BISCUIT CO.
COTT BEVERAGES
PHILLIPS 66
CARLING'S BEER
HOPE NATURAL GAS CO.
EDSEL CARS
O'KEEFE BREWING
MERCANTILE NATIONAL BANK
AMERICAN BREWING
BURRUS MILLS
CAPITAL HOSPITAL SERVICE
PEOPLES GAS COMPANY
SAFEWAY STORES
STAG BEER
WVUE-TV— Philadelphia
WJW-TV— Cleveland
KOTV— Tulsa
WDSU-TV— New Orleans
WITN-TV— Greenville, N. C.
WTCN-TV— Minneapolis
WSB-TV— Atlanta
KGHL-TV— Billings
KRDO-TV — Colorado Springs
LATEST ARB, AND
LATEST TELEPULSE
"The Giant"
"Zke Giant of Southern Skies"
MAXIMUM POWER ON CHANNEL 4
Here's "The Giant's" 4-State, 58
County Market . . .
Population
Incomes
Retail Sales
Homes
2,021,900
$2,240,153,000.
$1,590,398,000.
511,900
Data from Sales Management Survey of
Buying Power, May 10, 1957
Represented Nationally by
WEED TELEVISION CORP.
DWARFS
ITS RIVALS
The July 1957 A.R.B. Report
for Greenville - Spartanburg -
Anderson shows WFBC-TV's
complete dominance in this
rich textile-industrial market.
The latest TELEPULSE RE-
PORT (June 23-30, 1957)
shows the same complete
dominance in the five largest
counties— Greenville, Spartan-
burg, Anderson, and Green-
wood, S. C, and Buncombe
(Asheville) N. C— in our 58-
county market. WFBC-TV led
in 14 of the Top 15 Once A
Week Shows; and had all 10
of the Top Ten Multi-Weekly
Shows!
Ask us or WEED to show
you the latest A.R.B. and the
latest TELEPULSE.
Channel 4
WFBC-TV
Greenville, S. C.
NBC NETWORK
ft
if
Page 14 • October 28, 1957
Broadcasting
IN REVIEW
THE FRANK SINATRA SHOW
For sheer disappointment, it is hard to
beat the long-awaited premiere of the Frank
Sinatra Show on ABC-TV. The hour was
marked by banality, stilted comedy and free
plugs on behalf of Slenderella, Capitol
Records, Columbia Pictures and a Beverly
Hills spaghetti joint.
Mr. Sinatra, often termed a "singer's
singer," proved this point in his vocaliza-
tions. His expressive renditions of standard
and new tunes were, as expected, brilliant.
He should have sung for the entire hour.
As relaxed and polished as Mr. Sinatra's
delivery of patter and chatter was on the
previous week's Edsel Show, his verbal ma-
terial Oct. 18 fell dead. So it was with
comedian guest Bob Hope, who, with Mr.
Sinatra, proved just mildly amusing.
Movie queen Kim Novak added nothing.
Her appearance in a weak skit with Mr.
Hope and Mr. Sinatra was painful to watch.
Peggy Lee, the show's third big name guest,
was just plain unexciting.
Mr. Sinatra may be a jack of all perform-
ing trades and master of most, but he leaves
much to be desired as a pitchman. Inciden-
tally, he claimed that he's been smoking
Chesterfields all his life. Just a few years
ago, he was touting the virtues of Lucky
Strikes on radio!
Production costs: Approximately $100,000.
Sponsored by Liggett & Myers Tobacco Co.
and Bulova Watch Co., both through Mc-
Cann-Erickson, Fri. 9-9:30 p.m. EDT
(premiere only 9-10 p.m.) on ABC-TV.
Started Oct. 18.
Producer: William Self; associate producer:
Henry W. Sanicola; director (premiere):
Kirk Browning.
THE STRANGE CASE OF THE
COSMIC RAYS
What with Sputnik orbiting around the
earth and space travel in the immediate
future, the Bell System came up with a
natural for its third program in the science
series it has been sponsoring on tv this
year. This one was about cosmic rays —
those mysterious bullets from outer space
which have intrigued scientists for over half
a century. Obviously, Bell prepared this
hour-long program months ago, but even
so it couldn't have picked a better subject
for just this time. The latest program was
a worthy successor to the earlier Bell pro-
grams— "Our Mr. Sun," and "Hemo the
Magnificent."
Particularly fascinating was the explana-
tion of the observations and experiments of
scientists in first noting the existence of the
unknown outside force and then tracking
it down through a series of pure scientific
experiments, This was handled most capably
by Dr. Frank Baxter, better known for his
tv series on Shakespeare and literature, and
Richard Carlson, the movie actor, whose
job apparently was to add Hollywood allure
to Dr. Baxter's expositions. Also successful
were the animation techniques — personify-
ing the known rays as Pecos Bill and his
wild west bandits, the unknown force as
Fagin, and the secondary particles as
Fagin's henchmen.
Broadcasting
Not so successful was the hoked up,
silliness of setting this story in the frame-
work of an award for the best mystery
story of the ages — with marionette repre-
sentations of Edgar Allan Poe, Charles
Dickens and Feodor Dostoevski as the
judges. This switching back and forth be-
tween the antics of the so-called judges and
the serious representation of the search to
identify the unknown force had no purpose
and only served to confuse.
Frank Capra can take credit for doing
another masterful job, but by the same
token he has to take the responsibility for
diluting the effectiveness of his work with
the extraneous jerkiness of the play-within-
a-play.
Production costs: Approximately $200,000.
Sponsored on film in color by Bell Telephone
Co. (AT&T), through N. W. Ayer, on
CBS-TV, Fri., Oct. 25, 9-10 p.m. EDT.
Producer and director: Frank Capra; anima-
tion: Shamus Culhane Productions; pup-
pets by: Bill and Cora Baird.
COLT .45
Warner Bros., which already has success-
fully fathered the hour-long Cheyenne and
Maverick, has unveiled a junior edition in
the 30-minute Colt .45.
This newest offering follows the familiar
pattern of the tall, handsome stranger who
roots out the lawless element while posing
as a salesman for the "new" Colt .45. Actu-
ally, he is an undercover agent for the
Army. As with its other shows, Warner
Bros, exacts the most from stereotyped
situations by casting that appeals, good film
photography and excellent pacing.
The first program had the bullying vil-
lain, the expected barroom brawl and the
showdown gun fight in the middle of the
street. The shorter time for Colt .45, how-
ever, doesn't permit the more complete ex-
position of plot that is in Warner's hour
offerings.
If the storyline of the first show is a
criterion of future scripts, this is where tv
critics will have a field day. But, to viewers
who don't complicate their entertainment
with arty criticism, Colt .45 will sell soup —
in this case, Campbell's. Furthermore, it's
slotted in a Friday night ABC-TV lineup
following such new musicals as The Patrice
Munsel Show and The Frank Sinatra Show.
This alone provides an interesting change
of pace.
Production costs: $44,000.
Sponsored by Campbell Soup Co. through
BBDO, on ABC-TV, Fri., 10-10:30 p.m.
EDT. Started Oct. 18. On film.
Executive producer: William T. Orr; pro-
ducer (premiere): Roy Huggins; director:
Douglas Heyes.
THE PATRICE MUNSEL SHOW
The current approach to entertainment
seems to be that an artist trained in the
operatic tradition, as is Patrice Munsel,
should relegate her training and experience
to the background to be effective in media
such as tv. This is regrettable, as evidenced
on Miss Munsel's premiere performance
Oct. 18.
Miss Munsel is a vivacious personality
TO TURN RANDOM
TUNERS INTO
VETERAN VIEWERS
Now — in many markets — three
great adventure - action series
combined into one great 5-day-
a-week show! Why pay a pretty
penny for programs when you
can get top-rated series in your
market and hold on to all of
your own cash! For complete
details about this new plan,
phone today. Or wire Michael
M. Sillerman at TP A for your
market's availability.
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
October 28, 1957 • Page 15
Best of Show
Like a prize -winning Afghan, each WKY Television System station inherits
attributes that make it clearly outstanding. The same leadership that made
great stations in Oklahoma City has now created stations equally dominant
in Montgomery and Tampa - St. Petersburg.
Best of shows, best of public service, best of facilities — these are the
factors that make WKY Television System stations your logical choices
in the markets they serve.
THE WKY TELEVISION SYSTEM, INC.
Tarn pa- St. Petersburg
WTVT
WKY and WKY-TV
Oklahoma City
WSFA-TV
Montgomery
Represented by the Katz Agency
IN REVIEW CONTINUED
Its as Basic as Birds and Bees, Smidley.
KIMA-TV
Yakima
Add 'em up! In Cascade's television market there
are 14 dailies, 33 weeklies and 21 radio stations. That
hould give you a rough idea of the size and impor-
tance of the area. But we're talking television. Smid.
and with Cascade it's a simple one-buy proposition
. . . the exclusive property of this four-station net-
work. No doubt about it . . . Cascade is the key to
more than a half million people with nearly a billion
dollars in buying income. And don't you ever forget
it, Smidley.
CASCADE
BROADCASTING COMPANY
NATIONAL REP.: WEED TELEVISION
PACIFIC NORTHWEST: MOORE & ASSOCIATES
Page 18 • October 28, 1957
and can do some justice to popular tunes.
She demonstrated this in the numbers she
performed solo and with Eddie Albert, her
guest. But it is obvious that her voice is
not ideal for the projection of show tunes
and popular melodies.
Another disconcerting sign is that the
dignity usually associated with classical
singers must be tampered with, once these
artists appear on tv or in night clubs. A
touch of horseplay is not distasteful. But
Miss Munsel was asked to be a so-called
"regular guy" in her skits with Mr. Albert
and the Martin Quartette, which shared the
billing. It is to be hoped that on future pro-
grams, Miss Munsel will allocate at least
a portion of her time to light opera tunes
and tone down the highjinks.
Production costs: Approximately $50,000.
Sponsored by the Frigidaire Div. and Buick
Motor Div., General Motors Corp.,
through Kudner Adv., on ABC-TV, Fri.,
8:30-9 p.m. EDT. Started Oct. 18.
Produced by M&S Productions; executive
producer: Robert Schuler; producer-direc-
tor: Clark Jones.
Seen & Heard
. . . And speaking of exhibitionism, if
showmanship means dazzling an audience
with an abundance of money and vulgarity,
then Mike Todd is a showman. The Oct. 17
event on CBS-TV was an intimate get-
together in Madison Square Garden, hosted
by Mr. Todd and his wife Elizabeth Taylor
(and their mutual press agents) for a few
(18,500) of their friends. "Catering" was
provided by just about every company that
could manage to eke out some sort of
gratis plug. Distribution was offered by
CBS-TV, which reportedly gave Mr. Todd
$10,000 to put on his clambake in lieu of
Playhouse 90. And what's more, the event
was sponsored by such giants as Bristol-
Myers and Philip Morris. The orgy boiled
down to little more than a salute by Mike to
Mike for the motion picture, "Around the
World in 80 Days," and did little to enhance
the reputation of Playhouse 90.
* * *
The biggest fly in television's ointment is
the "guest star." This is that tinseled creature
of dubious talent but with a singular pur-
pose of mind: to plug his or her latest film
or tv show or phonograph record or what-
have-you. Unfortunately, the guest star to
date has tended to handicap the more
talented performers. A case-in-point: Dinah
Shore's Chevy Show which returned to
NBC-TV Oct. 20.
Miss Dinah is still great. No other word
can describe her. Her "guests" — paid, of
course — on the other hand did little to
complement their hostess' efforts. They
were: Nanette Fabray, a singing comedienne
of limited scope; Danny Thomas, whose
"Gee I'm glad to be doing this type of ma-
terial again" sentiment made it appear
that he felt his Make Room for Daddy
show is like playing East Lynne, and two
idols of the rock and roll set, MGM actor
Dean Jones who pushed his latest film, and
Tab Hunter who tried, but failed, to put
across a jukebox number.
Broadcasting
How well do you know the Boston market ?
Boston: A city where old and new
blend in perfect harmony. How many
of the above scenes from past and
present Boston do you recognize?
A. William M. Harnett's painting "Old
Models." The Museum of Fine Arts,
Boston.
B. Detail from statue of Edward Everett
Hale in Public Gardens, Boston.
C. Pepper pots on display at the Nan-
tucket Historical Association.
D. WEEI's Mystery Theater — a recent
addition to the Boston entertainment
scene. This new program block consists of
1 0 half -hour shows, heard Monday through
Friday from 10 to 11 pm, a vital boost to
nighttime radio in and around Boston.
E. Old Indian arrowheads. Collection at
the Nantucket Historical Association.
F. Priscilla Fortescue, seen here as a child;
now a popular WEEI personality whose
show features celebrity interviews, home-
making news, music and personal reminis-
cences of distant lands and close friends.
In any city where tradition blends
with progress, you'll find people with
varied tastes. They choose their sur-
roundings, entertainment and prod-
ucts differently. But all of Boston
agrees on its first choice in radio:
WEEI.* That's because WEEI is the
only full-time major network station
in the market. It's the one station
that can afford to give every listener
what he wants. Take the nightly
10:00 to 11:00 pm slot, for instance:
While all other Boston stations carry
music or news, WEEI's vast night-
time audience, which wants and de-
serves something different, is now
listening to the new Mystery Theater.
Once again— WEEI programs for the
people . . . and remember, these are
the same people who buy your
products.
* Latest C. P. A. of Boston.
W^E E I
2 9 BILLION
DOLLARS!
SPENT
IN STORER MARKETS
IN RETAIL SALES
IN 1956*
Retail sales of 29 billion . . .
and so easy to influence on
radio and television stations
owned and operated by the
Storer Broadcasting Company.
STORE R BROADCASTING COMPANY
WSPD-TV
Toledo, Ohio
WJW-TV
Cleveland, Ohio
WSPD
Toledo, Ohio
WJW
Cleveland, Ohio
WJBK
Detroit, Mich.
WJBK-TV
Detroit, Mich.
WAGA
Atlanta, Ga.
WAGA-TV
Atlanta, Ga.
WVUE-TV
Wilmington, Del.
WIBG
Philadelphia, Pa.
WWVA
Wheeling, W. Va.
WGBS
Miami, Fla.
NEW YORK— 625 Madison Avenue, New York 22, Plaza 1-3940
SALES OFFICES CHICAGO— 230 N.Michigan Avenue, Chicago 1, Franklin 2-6498
SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutter 1-8689
*1957 Sales Management "Survey of Buying Power"
OPEN MIKE
Talent Agents Profile Lauded
editor:
"Talent Agents" [Lead Story, Oct. 21]
is interesting as well as revealing. . . .
Top agents with their tremendous staffs
of "know-how" experts have become such
an important force in the life of a star,
he can do little else but depend on them.
This, I believe, is possibly the outstanding
reason why big agents pretty much control
tv. As to whether it is right, I cannot say.
But, if I were a big star faced with the
thousand and one complex problems of our
income tax laws, I'd be seeking aid and
advice of experts. This, big agents can do
and will continue to do until the networks
and advertising agents can offer something
comparable.
Walter Ebi
Program Supervisor
J. Walter Thompson Co.
Los Angeles
editor:
"Talent Agents" was a tremendous article.
It gave me an insight into an unknown part
of tv business.
Lee Rich
Director of Media
Benton & Bowles
New York City
editor:
I never saw a better story in depth of a
segment of our industry. It was a beauty.
James Sauter
Radio-Tv Consultant
Pierre Hotel
New York City
editor:
I found the article on agents of consider-
able interest, as I have found many other
articles in Broadcasting.
Earl H. Hudson
Vice President in charge of
ABC Western Div.
Hollywood
Greetings; They Like the Name
editor:
Congratulations on the 26th birthday of
Broadcasting. I am glad to see a return to
this single name. Certainly it is an all-
embracing name that needs no explanation
or embellishment to cover the media of
broadcasting.
J. H. DuBois
Vice President, Engineering
Mycalex Corp. of America
Clifton, N. J.
editor:
It's about time good old Broadcasting is
back. Never saw the need for its hyphenated
crutch. Anyway, you're back now on the
track. When NARTB becomes rational again
with the adoption of good ol' NAB, we will
once again be one big happy family.
Lester C. Johnson
Vice President-General Manager
WHBF-AM-TV Rock Island, III.
editor:
Congratulations to Broadcasting on its
26th birthday. I also wish to express the
Page 22 • October 28, 1957
NAME
OUR
CHANNEL 12
Clarksburg, W. Va.
• A fabulous week for 2 at
THE GREENBRIER
White Sulphur Springs, W. Va.
• ELECTRIC-EYE MOVIE CAMERA
By Bell and Howell
• POLAROID LAND CAMERA
• 12 other wonderful prizes
USE THIS INFORMATION TO
help you name the symbol of Clarks-
burg's new high-power TV station
• Covers the virgin market of Cen-
tral W. Va. (Clarsburg — Fair-
mont — Morgantown)
• Rich in coal, oil and gas
• Untouched to date by a direct TV
signal
• Captive audience — 666,315 popula-
tion
• Buying income $1,119,746,000
• $200/hr. AA network time: $250
national spot.
Contest open to all readers of this
magazine. Ends January 5, 1958.
MAIL YOUR ENTRY TODAY TO
' ' ■■ ■ ':. "
CHANNEL 12
Exclusive In Clarksburg, W. Va.
FY2
I
61
INTERCONNECTED
George Clinton, Gen'I Mgr. • Rep. by Avery-Knodel
I A Member of The Friendly Group
I suggest the following name:
Name.
Company.
Address
Page 24 • October 28, 1957
OPEN MIKE CONTINUED
sincere appreciation of all of us at RAB for
the editorial and truly outstanding news cov-
erage of the National Radio Advertising
Clinic [Lead Story, Oct. 14]. Your active
interest in this industry affair has contributed
to its ultimate success.
Oscar Elder
Director of Press Information
Radio Advertising Bureau
New York City
editor:
Again you provided masterful collabora-
tion, this time with a heart-warming report
on how radio's substantial buyers are sing-
ing its praises [Lead Story, Oct. 14]. Also
commendable is your new, concise title,
Broadcasting.
Howard L. Schreiber
Eastern Sales Manager
WCAM Camden, N. J.
On Desks Everywhere
editor:
I would like to express my appreciation
for the fine article [Our Respects, Oct. 7].
I can certainly back up the ABC's circula-
tion audit with great authority, for I have
received what seems like a countless number
of copies of the article in the mail from here,
the West Coast and all points in between.
Ted Bergmann
President
Parkson Adv. Agency
New York City
Kaiser Industries Pays the Tab
editor:
Many thanks for the fine story on the
maverick calf scramble held in Dallas
[Programs & Promotions, Oct. 21]. The
only regret is our phrasing in the original
release which could easily be construed as
the local bakery being sponsor. The bakery's
new Maverick spice cake was a local
merchandising tie-in only and all due credit
should be given Kaiser Industries for spon-
sorship of this fine show [Maverick on
ABC-TV].
Alex Keese
Managing Director
WFAA-AM-TV Dallas
Wasn't Doing Play-by-Play
editor:
To set the record straight, we wish to
correct any impression that anyone but the
assigned sportscasters were broadcasting
play-by-play reports of the World Series
[Programs & Promotions, Oct. 14]. John
Carmichael, Chicago Daily News sports
editor, provided his expert analysis of Series
happenings for his Texaco Sports Final lis-
teners and this included interviews with
team personnel.
Herb Grayson
Director of Information Services
WBBM Chicago
[EDITOR'S NOTE — Our roundup story said Mr.
Carmichael "reported the final out of the sev-
enth game."]
Broadcasting Publications Inc.
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Treasurer
Edwin H. James
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Broadcasting
"Don't fiddle with the dial"
The author of that statement could be any one of This strong listener loyalty is the result of WJR
the many WJR listeners. They're loyal clean knowing its audience. More than that — giving
through. We like to think it's because they've them everything in the way of entertainment and
found in WJR everything they want in a radio information that they require,
station. Their letters support this opinion. One
woman wrote, "Your station is my guiding hand— If your client has a product to sell in the Detroit-
my dial is set at WJR and never changed." A Great Lakes area, contact your nearest Henry I.
survey by Alfred Politz, Inc., lends further Christal representative. He's got all the facts that
support: In an area where 196 radio stations can prove that folks in this area don't fiddle with their
be heard, 41% of the adult listeners set their radio dials. They just tune in WJR and listen,
dials at WJR and leave them there. and listen, and listen.
The Great Voice of the Great Lakes
Broadcasting
October 28, 1957 • Page 25
The TV film syndication business, though young, already has its tradi-
tional forms of communication. Take the way "action" series are talked about. First of all,
"action" shows are going— well, "great guns." Some of them are even "white hot action"
shows, which is a different thermal intensity altogether. It's the "white hot" ones that usually
feature "39 blistering episodes."
Most of these shows have virtues on a Homeric, or compound -epithet,
scale; for instance, "excitement- charged" or "thrill -packed." At the very least, a number of
them are "brand-new." And inevitably they all lead to a more ennobling kind of action:
"action at the cash register."
Many of these shows offer simple, straightforward "thrills and chills."
A few declare themselves "a new dimension in TV." This may mean that when the hero is
seen to kick a rock, you may be sure his foot won't go through it.
Every one of these shows has indescribable ' 'opportunities for promotion
and merchandising." Frequently, these are "built in"— which would seem to present the prob-
lem of prying them loose. But never mind now. The chief opportunity may be the "star" of
the series. He's usually that "rugged, handsome star of stage, films and TV," and for the life
of you, you can't remember in what you've ever seen him.
What are you supposed to do when you're confronted by an "action"
series of this sort? You know very well, because it's spelled out for you in words of one
syllable: "wire, write, phone!"
You get exposed to this standard vocabulary long enough, and you be-
gin to find it has stopped meaning anything. We'd never use it with our new series, Boots and
Saddles— the Story of the Fifth Cavalry, because it just wouldn't fit. If you're a non-network
advertiser, looking for prime syndicated product, we'd rather just show you some actual
episodes. No other language communicates so well, nbc television films a division of
CNP
CALIFORNIA NATIONAL PRODUCTIONS, INC.
the key station in
MICHIGAN'S*
MIGHTY MIDDLE
MARKET
with a 24 hour schedule and
5000
LIVELY WATTS
has over twice the number of
listeners than all other stations
combined in
(March-April, 1957— C. E. Hooper, Inc.)
contact Vernard,
Rintoul & McConnell, Inc.
* 17 Central Mich-
igan counties with
$1,696,356,000
spendable income.
OUR RESPECTS
to Leonard Sarver Matthews
IN Chicago's skyscraping Prudential Plaza, a hand reaching for the stars and a
basket of apples in the reception room are well-known trademarks of the
Leo Burnett Co. Within its spacious quarters is a tall, pleasant, perceptive young
man who, it seems, never lasted very long in any given position: his potentialities
were simply too promising.
Ever since he scrapped a medical ambition and started reaching for the stars in
the Burnett firmament, Len Matthews has been on the move, literally and figuratively.
Today, at 35, as vice president in charge of media, Mr. Matthews is responsible
for its media policy execution and administration in an agency that expects to bill
about $80 million this year, 60% in radio-tv. Burnett's anticipated $48 million in
broadcast media (about $5 million over last year) reflect the shrewd media judgment
of Mr. Matthews and other top executives around him.
Radio-tv network programs and spot participations are liberally dotted with the
products of such blue chip Burnett accounts as All-State Insurance, Campbell Soup,
Hoover, Kellogg, Pfizer Co., Philip Morris, Pillsbury, Procter & Gamble, Pure Oil,
Bauer & Black, Blue Jay, Green Giant, and The Tea Council (all network tv or
radio and/ or spot advertisers), plus many others.
Leonard Sarver Matthews, who deftly manages to emerge as a champion of
both broadcast and print media, claims Glendean, Ky., as his birthplace (Jan. 6,
1922), Owensboro and Louisville as early residences, and later, northern Indiana.
Young Len's early ambition was to be a surgeon, though he was active in track,
debating and public speaking. He emerged with a scholarship, taking pre-med at the
U. of Indiana 1940-42. During the war he served in the Coast Guard, received
a commission and was executive officer on an LCI landing craft in the South Pacific.
Abandoning his medical hopes after the war, young Mr. Matthews enrolled in busi-
ness administration at Northwestern U. in June 1946 and crammed three years of
college credits into two regular and two summer sessions, receiving a double major in
marketing and advertising. He also managed to work at A. C. Nielsen Co. "about
halftime," all designed to get some marketing experience. At Nielsen he worked on
the Radio Index. He graduated second in his class (June 1948) with a bachelor of
science and business administration degree.
Burnett's potential as a rising agency ($12 million then to roughly $78 million last
year, ranking about seventh in broadcast and tv-only billings) caught his fancy
and he started in as a market research analyst. From then on he rarely stayed in the
same position more than a year. The chronology: June 1949, spacebuyer; June
1950, timebuyer; 1951, head timebuyer; 1952, account executive on Pure Oil; 1953,
account executive on Prom home permanent; 1954, account executive on Toni's
Viv lipstick; 1955, account supervisor on Prom, Viv and other Toni products, and
finally December 1955, media vice president.
AT Burnett, media supervisors develop media plans based on market and media
research and copy strategy; the plans are reviewed by a group of three — Mr.
Matthews; Tom Wright, manager of media department, and Dr. Seymour Banks,
media planning and research manager.
The Burnett agency has sometimes been accused of being top-heavy in tv and
ignoring radio, particularly spot. Says Mr. Matthews: "We've found spot radio diffi-
cult to sell some clients in the last few years, because of uncertain rate structures. The
panic era in radio undermined confidence in the medium. We knew radio was an
excellent medium, but it was undersold." There's more radio spot now, he points out,
citing heavy activity for The Tea Council, Marlboro, and Campbell Soup Co.'s
Franco-American products.
Mr. Matthews evinces many an agency executive's concern over increasing net-
work tv costs and double-triple spotting practices. He feels the hypothetical client
with a $2.5 million budget should have some money left after investing in a network
property. Some clients also decry the firm 52-week contract, he says.
Among more notable accomplishments at Burnett under Mr. Matthews' super-
vision is the development of an updated relative media cost efficiency study in terms
of people impressions, showing radio-tv in a favorable light [Advertisers & Agencies,
Oct. 21; April 1], and work in color tv and newspapers ROP color.
Another conviction of Mr. Matthews: timebuyers should be schooled to detect
the weaknesses of various ratings services and shouldn't become too measurement-
conscious to the exclusion of qualitative factors in timebuying.
Despite a rigorous travel schedule, Mr. Matthews is active in civic and com-
munity affairs. He lives with his wife (the former Dorothy Fessler), and two children,
Nancy, 7, and James Scott, 1, in Winnetka, 111.
WILS
0& neiVs ^\\%
Page 28 • October 28, 1957
Broadcasting
in Rochester
has the live-li-est salesmen in town..
MORT NUSBAUM- ( daily 7:00-10:00 a.m.)
JOE DEANE— ( daily 12:15-3:00 p.m.; 6:15-8:00 p.m.; Sundays 12:15-5:00 p.m.)
NICK NICKSON-f daily 3:00-6:00 p.m.; Sundays 5:00-7:30 p.m.)
Morning, afternoon and evening —
WBBF's Big-Buys have the "draw" power
Morning, afternoon and evening-
WBBF delivers more homes per dollar.
Morning, afternoon and evening-
WBBF shows a continuously better Pulse.
No wonder
WBBF is the liveliest
station in town.
The lively details?
Call VENARD, RINTOUL
& McCONNELL, INC.
WBBF, Rochester, N. Y
^*+\J broadcasting station
WTLB, Utica' • WGVA, Geneva
The 530 members of the United States Congress make news
every day in Washington. They should know Capital news
best. And in a survey made on Capital Hill by Walter Gerson
and Associates to determine the news viewing habits and pref-
erences of each Senator and Representative, WRC-TV news
and newsmen won in a landslide!
Asked which station they watch, 43.8% of the
Congressmen chose WRC-TV. . . nearly as many
as all other stations combined. When they were
asked which station gives the most complete
coverage, WRC-TV, with a 48.9%, again led
the second station by a solid margin of 28%.
Finally, each member was asked his prefer-
ence of news commentators, considering objectivity and pres-
entation. WRC-TV's Richard Harkness and Bryson Rash
placed first and second among all local news commentators.
If you're not already in this WRC-TV news picture, let us put
you there now. Your NBC Spot Sales representative will
gladly help you select sales-
winning availabilities for
wv Tipt Jfm mv w your product in the Capital.
WKC-TV t WRC-TV-4
WINS
WASHINGTON, D. C.
SOLD BY InbCI SPOT SALES
CONGRESS
HARKNESS
HUNTLEY
MISS
WARD
BROADCASTING
THE BUSINESS V/EEKLY OF TELEVISION AND RADIO
Vol. 53, No. 18 OCTOBER 28, 1957
THE TOLL TV SQUEEZE PLAY
If subscription tv happens, economics will force broadcasters to join
It became evident last week that unless the govern-
ment or economic forces act to stop the development
of subscription television, the big guns in commercial
tv today will be the big guns of subscription tv tomorrow.
Robert W. Sarnoff, NBC president, announced that if
toll tv begins to roll, NBC will have no choice but to
follow the tide (see below). He was the second network
president to commit his company to that reluctant action.
Two and a half years ago Frank Stanton, CBS president,
said "economic necessity will force CBS to participate"
if subscription television became established (Broadcast-
ing, May 23, 1955).
All three major networks are united in opposing toll
tv. Mr. Sarnoff last week reaffirmed NBC's view that
toll tv was against the public interest. Mr. Stanton has
repeatedly stated that view. Leonard Goldenson, presi-
dent of American Broadcasting-Paramount Theatres, said
in a news conference last week that toll tv could not
offer better programs than those now on free tv. If toll
tv gets a foothold, he warned, it will lure the best talent
and programs from free tv.
Mr. Sarnoff's speech last week followed the FCC's
announcement of rules governing a proposed trial of
subscription television in some 20 markets (Broadcasting,
Oct. 21). Last week, in answer to a Broadcasting query,
most vhf broadcasters in those markets refused to say
whether or not they would apply for subscription tv.
Five uhf operators said they would (see page 32).
Plainly, the major broadcasters of the U. S. were still
opposed to subscription television, but were considering
prospects of entering it if necessary to protect the futures
of their properties.
NBC WOULD 'FOLLOW PAY TV TIDE'
If pay television emerges as a replace-
ment for free television, the networks will
have "no choice but to follow the pay tide,"
Robert W. Sarnoff, president of NBC, told
a luncheon meeting in his honor in Pitts-
burgh last week. The luncheon was ar-
ranged by William Block, publisher of the
Pittsburgh Post-Gazette, owner of WIIC
(TV) Pittsburgh, a new NBC-TV affiliated
station.
Mr. Sarnoff declared the prospect of an
annual pay-tv income that could reach
"hundreds of millions of dollars might ap-
pear tempting to a network organization
such as NBC." But he stressed that the net-
work is opposed to pay tv because of a
conviction that such a system is "against
the public interest."
He warned, however, that this view may
not prevail "and the pressures behind pay-tv
may succeed in putting it over on the public.
If it does eventually develop, we, like the
public, will have no choice but to follow
the pay-tv tide. With the prime television
attractions bought away, with little left to
hold a national mass audience, the free
broadcasting enterprise would wither away."
Mr. Sarnoff asserted there is no differ-
ence between the wired and wireless systems
of toll tv insofar as the practical effect on
the public is concerned. The revenue ob-
tained from the public would enable either
pay-tv system to outbid free television for
programs, even if the pay audience were
much smaller, he claimed. With the princi-
pal attractions of free tv "siphoned away,"
Mr. Sarnoff continued, free tv would "thus
be forced into a downward spiral and might
eventually disappear altogether."
Mr. Sarnoff sought to demolish the argu-
ment by pay-tv proponents which claims
that the success of such a system depends
on the free choice of viewers. As an ex-
ample, he cited the plans of the Dodgers
and the Giants, in moving to the West
Coast, to place home-game telecasts on a
pay basis.
"If these games are taken over by pay
tv, the viewer who wants to see them at
home will have no choice between pay tv
and free tv," Mr. Sarnoff said. "Either he
pays or he doesn't watch the games —
hardly a free choice," he concluded.
He said such examples can be multipled
to cover all the key attractions of television
today. Once they are taken over by toll
tv, Mr. Sarnoff asserted, the only choice left
to the public will be "pay-or-you-don't-see."
In a discussion of the technical and
philosophical distinctions between wireless
and wired toll tv, Mr. Sarnoff noted, "The
wire system does not involve the use of
television channels dedicated to free broad-
casting, which removes one of the philosoph-
ical objections. Its operation would not
automatically black out a free program,
and this removes one of the technical ob-
jections. But as far as the practical effects
on the public are concerned, we see no
difference between the two systems. If
either becomes established, the end result,
I believe, would be the replacement of a
broad-based free service by a narrower serv-
ice with a price tag on it."
Mr. Sarnoff charged that the principal
proponents of wired pay tv have "offered
little except a decoder gadget, a paper plan
and an opportunity for others to risk money
to test their plan." He claimed the "astro-
nomical sums required to launch such
ventures on a large scale are seen in an
estimate of $200 million to wire up the sets
in metropolitan New York and $1.5 billion
to cover all 262 U. S. metropolitan county
areas. These amounts double when cost of
installing collecting devices is included."
He contended these built-in box-offices
"are the instruments for recouping such
huge costs from the public. For, as stated
by an official of one of the principal pay tv
groups: 'A monthly bill might never get
paid, but with a coin box to take the
money in advance we can nickel-and-dime
them to death and they'll never notice.' "
If the public and its representatives are
not alert to the danger, Mr. Sarnoff warned,
wired pay tv could start developing in
various cities, first on a small scale, "then
mushrooming as it gorges itself on the
substance of free television. Once the cities
are wired, it would take only existing inter-
city circuits to create a centralized system on
a national basis, and if that happens, you
can toll the bell for the end of free broad-
casting as we know it — not only television,
but radio as well."
Mr. Sarnoff stessed that "once this proc-
ess is launched, the viewers become its
victims, their freedom of choice gone. For
the pay tv-ers have seized upon an important
Broadcasting
October 28, 1957 • Page 31
SUBSCRIPTION TV continued
discovery: the realization that some people
would pay for television's key attractions
if that were the only way of viewing them.
If this discovery is fully exploited, it even-
tually could start a golden flow to pay tv;
even if only 25% of the set owners paid
to watch, the annual take could reach
hundreds of millions of dollars."
He explained that such a revenue prospect
"might seem tempting to a network organiza-
tion like NBC. Our business involves heavy
commitments and high risks in maintaining
a rounded national program service on a
continuing basis, whether the costly enter-
tainment, news and public service programs
are sold or not. It is therefore conceivable
that pay tv ultimately might provide profits
larger and more stable than a network can
realize. And we are, after all, strongly posi-
tioned to participate in pay tv in a major
way, with the studio facilities, the programs
and stars, the accumulated know-how of a
pioneer television company.
"So our attitude toward pay tv is not
wholly a matter of self-interest; indeed, if
self-interest were the prime consideration,
we might well be hedging by laying out a
stake in pay tv ourselves; or at least by
adopting a noncommittal position; our view,
however, is born of the conviction that pay
television — whether wired or wireless — is
hostile to the public interest."
Should the networks be forced into pay tv,
Mr. Sarnoff said, this is a prospect of con-
cern not only to the public but to American
business, "which relies so heavily on the
advertising impact of television to sell its
goods and services." He claimed it is "no
coincidence that television's first 10 years
as an advertising-supported medium parallel
the 10 years of America's greatest economic
growth. During this decade, advertising and
merchandising have come to the forefront
as the economy's prime movers; and among
all merchandising media, television's growth
has been the greatest."
The NBC president said, "We can only
speculate mournfully on what might happen
if television's powerful advertising voice
were stilled or reduced to a whisper. For
even though it's likely that pay tv will seek
advertising revenue, it is inconceivable that
it will be able to deliver an audience of tens
of millions hour after hour, as television
now does." Without such a continuing mass
audience, he concluded, television will cease
to exist as a primary national advertising
medium.
Mr. Sarnoff said the effects which the
development of pay tv, wired or wireless,
would have on the public and the economy
"must surely concern the officials of govern-
ment. Yet, it is ironic that with such basic
issues posed for resolution, the principal
government preoccupation with broadcast-
ing is devoted to searching for faults in the
methods by which television stations and
networks operate together in providing a
free broadcasting service. It is also ironic
that after two years of laborious investiga-
tion, a government study staff has con-
cluded that although networks perform 'a
major public service,' they should be barred
from operations which most experienced
Page 32 • October 28, 1957
NBC's Sarnoff
Reluctant, but prepared
broadcasters feel are essential to the net-
work function." He continued:
"I believe the preservation of free broad-
casting calls not only for alertness against
external threats like pay tv, but for caution
in tampering with the delicate mechanisms
The solidarity of television broadcasters
against pay tv may not be as obdurate as
appears on the surface.
Many tv operators — including major vhf
outlets — are not certain of their plans re-
garding participation in toll tv tests, follow-
ing the FCC's order two weeks ago spelling
out the details of applying for authority to
engage in a three-year trial of subscription
tv. In fact, some of them frankly indicate
they are thinking of "wanting in."
Thirteen broadcasters — out of 36 replying
to a telegraphic Broadcasting inquiry last
week — answered they were unprepared at
this time to state what they would do. The
inquiry was sent to stations in the 20 cities
which may be eligible for pay tv tests under
FCC proposals.
Five broadcasters said they definitely were
planning to apply to the FCC for permis-
sion to test scrambled pay broadcasting.
Eighteen said unequivocally they had no
plans to apply.
The broadcast industry has been assumed
to be solidly in opposition to pay tv — except
for isolated uhf station owners. The indus-
try's position was established under the im-
primatur of NARTB. It was that broad-
casters are opposed to on-the-air toll tv on
broadcast frequencies.
Among those who indicated they were
undecided as to their toll tv position were
the following:
James M. Gaines, president, WOAI-TV
San Antonio, Tex. — "Retel subscription
television WOAI-TV policy one of watchful
waiting."
Walter J. Damm, WTMJ-TV Milwaukee,
of the broadcasting structure. The heart of
that structure is the network operation, and
the maintenance of strong and effective
national networks is the key to a strong and
effective free broadcasting system. If it
weakens or fails, pay tv will not falter in
taking over.
"Public, government and business interest
in the developments I have discussed is un-
questionably shared by the great majority
of broadcasters. With stations, in particular,
the emergence of wired pay tv might pose
a very real question as to their usefulness.
A wired system would not only take over the
programs supplied to stations by networks
and others, but would bypass the stations
completely in transmitting programs to
homes. This would seem to leave the station
little choice other than to become a broad-
cast museum or a public library."
Mr. Sarnoff expressed optimism, how-
ever, over the future of free tv. He said
that each year more Americans spend more
time viewing television and products ad-
vertised on it "continue to pour forth in
increasing abundance."
"This is a vibrant, strong and growing
industry in which you are now participat-
ing," he said, turning to Mr. Block. "With
the support of an informed public, the free
system will continue to flourish and your
fine station will flourish with it in serving
the public."
Wis. — "Have arrived at no conclusions yet."
Paul W. Morency, WTIC-TV Hartford,
Conn. — "Have made no decision whatso-
ever in matter of subscription tv."
Ward L. Quaal, WGN-TV Chicago, 111. —
"Appreciate your telegram re subscription
television do not desire to comment at this
time."
Richard F. Wolfson, WTVJ (TV) Miami,
Fla. — "We are awaiting congressional or
judicial action before making any final de-
termination."
Clair R. McCollough, WGAL-TV Lan-
caster, Pa. — "Retel subscription television
WGAL-TV not yet in position to release in-
formation regarding future pay tv plans."
Walter Koessler, WPST-TV Miami, Fla.
— "Have made no arrangements or deci-
sions regarding subscription television to
date."
Eugene J. Roth, KONO-TV San Antonio,
Tex. — "In answer to your telegram with
regard subscription television tests I think it
would be very premature and unadvised on
our part to give you an answer to your ques-
tion with regard to our intent. We do not
know at this particular moment just what
our course of action will be but we will act."
The five broadcasters who said they were
considering pay tv in their operations were
S. Ranulf Compton, WKDN-TV Camden,
N. J. (ch. 17); Mortimer W. Loewi, WITV
(TV) Fort Lauderdale, Fla. (ch. 17); Sher-
rill C. Corwin, KBAY-TV San Francisco,
Calif, (ch. 20); Lou Poller, WCAN-TV
Milwaukee, Wis. (ch. 25), and proposed
owner of WOPT (TV) Chicago, 111. (ch.
44), and Norwood J. Patterson, KSAN-TV
(ch. 32). Only WITV and KSAN-TV are
Broadcasting
ON THE HORNS OF PAY TV DILEMMA
operating; the others are grantees whose
stations are not on the air. Mr. Loewi,
WITV's president, was once general manager
of the DuMont Television Network.
Mr. Compton's telegraphic reply was the
most extensive in this group. He said:
"We expect to apply for subscription tv
test. We are the only operating radio station
with a Philadelphia tv construction permit
except the three networks. We are in com-
munication with several well-known pay tv
systems manufacturing proponents and also
theatre operating interests with the view of
using our ch. 17 with equipment already
bought and delivered. We have made no
definite commitments to date but are fol-
lowing the matter actively. We expect to
finalize plans in ample time to meet the FCC
deadline for applications."
Mr. Compton apparently overlooked the
fact that Storer Broadcasting Co. owns in-
dependent WVUE (TV) Wilmington, Del.,
and WIBG-AM-FM in Philadelphia.
Mr. Corwin declared that he has had dis-
cussions with different toll tv systems "but
have not formulated arrangements definitely."
Among those who answered with a
straight and categorical "no" were: Oliver
Treyz, ABC-TV; Robert G. Magee, WHUM-
TV Reading, Pa.; Bernard Goodwin, Du-
Mont Broadcasting Corp.; Craig Lawrence,
CBS-TV; John S. Hayes, WTOP-TV Wash-
ington, D. C; Roger W. Clipp, Triangle
Stations; Stanley E. Hubbard, KSTP-TV St.
Paul, Minn.; Al Larson, Meredith Publishing
Co. stations; Amon Carter Jr., WBAP-TV
Fort Worth, Tex.; Harold Thomas, WATR-
TV Waterbury, Conn.; C. Howard Lane,
KOIN-TV Portland, Ore.; N. Keats, RKO
Teleradio Pictures Inc.
Broadcasting queried 75 individual sta-
tions and 13 group owners involving 37
stations. The wires were directed to all op-
erating stations and grantees in the 20 cities
which, according to the FCC notice two
weeks ago, were eligible to apply for pay tv
test authorization. Eligibility depended, ac-
cording to the Commission, on a communi-
ty receiving at least four Grade A tv signals.
WHAT PROPONENTS THINK
OF FCC'S TEST PROPOSALS
Pay tv proponents last week expressed
a cautious type of satisfaction, following
the issuance of the FCC's "First Report"
on tests for toll tv. The gist of their state-
ments follows:
Zenith — The FCC's toll tv order elimi-
nates any necessity for Congressional action,
Zenith's E. F. McDonald Jr. maintains. The
Zenith president took that position in a
formal statement issued after the FCC re-
leased its "First Report" [Government,
Oct. 21].
"The Commission's carefully planned
program eliminates any possible need there
may have been for Congressional action,"
Comdr. McDonald stated. "I do not see
how any member of Congress could question
the right of his constituents to decide what
entertainment they want in their home, or
how they pay for it . . ."
Zenith announced that it will begin prep-
aration immediately for initial Phonevision
operation, but it did not signify where these
tests will be. Mr. McDonald declared that
the Commission's order means toll tv will
become operative in the reasonably near
future.
He reported that Zenith has "numerous"
applications on file for pay tv franchises
from tv stations and operators in different
markets. No identifications were made,
however.
Comdr. McDonald characterized the FCC
report as "reasonable and thoughtful." He
added: "The public will very quickly tell
the FCC and the world if subscription tv is
in the public interest" by either buying or
refusing to buy its features. If the public
fails to buy, Comdr. McDonald said, toll
tv "will die a natural death."
Skiatron — Arthur Levey, president of
Skiatron Electronics & Television Corp.,
noted that "for more than seven years we
have been testing Subscriber- Vision, with
the approval of the FCC, in cooperation
with WOR-TV New York. We hope that
our experience in this city, in addition to our
10-year pioneer development work on Sub-
scriber-Vision, will give us the opportunity
to serve the millions of set owners in the
metropolitan area who want a chance to
see high-quality programs of their choice."
Mr. Levey hailed the FCC toll tv report
as a "giant step forward to give millions of
set owners the freedom to choose the pro-
grams they want to see."
Bi-Tran — Isaac Blonder, president of
Blonder-Tongue Labs Inc., Newark, N. J.,
was pleased FCC will allow a toll-tv test
since this "is the most democratic thing to
do if this is a democratic country." Blonder-
Tongue proposes a "compatible" pay tv
system (Bi-Tran) which transmitts two pro-
grams simultaneously, one the conventional
free program and the second the pay tv
show. The technique involves reversing
rapidly the modulation polarity of the signals
on the same carrier. It is not fully developed,
but Mr. Blonder said he hopes to give a
demonstration in the near future. He felt
some "compatible" technique will win out
eventually. He said if such a method had
been set forth in the Commission's test
rules the test would not have to be limited
to 20 markets but could be tested anywhere
since regular programming would not be
affected.
TeleGlobe — Solomon Sagall, president of
TeleGlobe Pay Tv System Inc., said:
"The announcement by the FCC of the
ground rules is a cautious step in the right
direction. Several years of public debate
have given ample proof of the desire of
wide segments of American tv viewers for
better and higher quality television than is
obtainable today. America is marching
inexorably towards pay tv. This process
cannot be halted any longer.
"Of course, the FCC has left the door
open for Congress, when it reconvenes, to
take legislative measures, if it so desires,
against pay tv. Pay tv will not kill free tv.
The public simply will not stand for it. Pay
tv will offer a challenge and healthy com-
petition to free tv and thus ultimately bring
about an overall improvement of the quality
of tv programs."
TeleGlobe proposes to broadcast an un-
scrambled video signal over the air, but to
feed the audio portion of the picture over
telephone lines.
HARRIS SAYS SUBSCRIPTION TV
NEEDS CONGRESSIONAL REVIEW
At the NARTB regional conference in
Memphis Friday, Rep. Oren Harris (D-Ark.)
said that pay tv "is another example of
needed congressional review." Rep. Harris,
chairman of the House Commerce Commit-
tee, has been an outspoken critic of the
FCC's pay tv stand and announced his com-
mittee would hold January hearings the
same week the Commission said it would
accept subscription tv applications [At
Deadline, Sept. 23].
Even though the Communications Act is
silent on the question of whether a broad-
caster "may charge a
fee to listeners or
viewers for programs
. . . nevertheless, the
Commission has held
that the present act
gives the authority
to authorize sub-
scription television,"
he said. "It is in-
teresting to note . . .
that the Commission
gave its reasons as to
REP. HARRIS why it thought that
it had authority to authorize subscription
television only after our committee insisted
that the Commission set forth the legal basis
for its decision.
"As in the case of network broadcasting
[see full report on Rep. Harris' speech at
Memphis, page 66], legislative oversight re-
quires an examination on the part of Con-
gress whether the general provisions of the
Communications Act of 1934 — which, I
repeat, is silent on the subject of subscrip-
tion television — are adequate to deal in the
public interest with this new development
in the field of broadcasting.
". .. . The Commission, of course, is trying
to assure the American people that any
authorization of subscription television will
be circumscribed in such a way that it will
not jeopardize existing free broadcasting.
On the other hand, subscription television
offers an outstanding opportunity for further
concentration of power in the field of broad-
casting and hindsight shows that the Com-
mission's efforts to cope with the concentra-
tion of power in the hands of the television
networks and other multiple station owners
have proven unsuccessful.
"If this was not so, the Congress would
not be called upon now to consider strength-
ening the federal Communications Act in
order to counteract the concentration of
power which has developed and which is
thought contrary to the public interests,"
Rep. Harris stated. This, at least, seems to
be the conclusion of the Barrow report and
other studies and reports which have preced-
ed it, he said.
FOR NEWS ABOUT
WIRED SUBSCRIPTION TV
SEE PAGE 100
Broadcasting
October 28, 1957 • Page 33
ADVERTISERS t AGENCIES
ANA MEET TO GET FREY REPORT
• Report on agency compensation may be biggest event
• 450-500 top national advertisers to attend convention
From 450 to 500 of the nation's top ad-
vertisers are expected to converge at At-
lantic City today (Monday) for the Assn.
of National Advertisers' 48th annual meet-
ing and the long-awaited unveiling of the
so-called "Frey Report" on services and
compensation methods of advertising agen-
cies.
The record advertiser turnout is due to
be joined by record or near-record delega-
tions of agency and media executives to
swell the three-day meeting's total attend-
ance to the 800-to-900 mark. Registrations
last Thursday stood at 428 officials of 239
ANA member companies, 172 representa-
tives of 98 agencies and 146 from 95
media companies — and officials said the
lists were still growing.
The potential highlight of the agenda
[Advertisers & Agencies, Oct. 7] is the
report to be delivered Wednesday by Prof.
Albert Frey of Dartmouth College on
his year-long, ANA-commissioned study of
"Modern Advertising Agency Services and
Compensation Methods." His report, last
item on the program, is expected to take
about an hour and will be in the form of a
"preliminary" summary of "the full and
far more comprehensive report" to be pub-
lished later, probably in January.
The question of agency services and com-
pensation methods has been in the forefront
with both advertisers and agencies since the
American Assn. of Advertising Agencies
signed a consent decree terminating a gov-
ernment anti-trust suit by agreeing, among
other things, not to insist upon 15% com-
mission as a standard agency fee [Lead
Story, Feb. 6, 1956]. ANA commissioned
the Frey study a year ago but instructed
that it be an "impartial" one. Prof. Frey
since has given progress reports at meetings
of both ANA and AAAA.
The program for the three-day meeting,
developed under the supervision of a pro-
gram committee headed by Donald Cady
of the Nestle Co., will open this morning
with speeches by H. H. Dobberteen of Bryan
Houston Inc. on selection of media in re-
lation to markets and by Conrad Jones of the
management consultant firm of Booz, Allen
& Hamilton and Ben H. Wells of Seven-Up
Co. on marketing aspects of advertising.
This afternoon's session, a closed meet-
ing, will be for election of officers and di-
rectors and the handling of other business —
including a presentation by Arthur McCoy
of John Blair & Co., radio station repre-
sentative, on "What's New in Spot Radio,"
and a report by Lance Lindquist of Mc-
Cann-Erickson on "What's New in Network
Radio and Tv."
Tuesday morning's meeting will feature
case histories of five notably successful ad-
vertising campaigns in a series of presenta-
tions on "Our Best Campaign — and Why."
Among these: How Adell Chemical Co.
uses spot tv to combat tough competition
for its Lestoil liquid detergent, and how
Page 34 • October 28, 1957
Chrysler Corp. developed its "Forward
Look" campaign.
The Tuesday afternoon session will in-
clude a report by Jack Cunningham of Cun-
ningham & Walsh on the effect that medioc-
rity and imitativeness in tv programming
and other media have on advertising mes-
sages; an analysis of consumer spending
habits by economist Peter Drucker, and a
presentation by Dr. Lyndon Brown of
Dancer-Fitzgerald-Sample on "How to Get
the Most Out of Your Advertising Research
Dollars."
The Wednesday morning session, leading
up to Prof. Frey's report, will include
speeches and reports by Clarence Eldridge,
marketing consultant; Henry Schachte of
Lever Bros., chairman of the ANA advertis-
ing management committee, and Fred C.
Foy of Koppers Co.
The ANA annual banquet will be held
Tuesday evening, featuring entertainment
provided by ABC-TV, which will present
"Rhapsody in Charcoal Grey," a special
musical production featuring Johnny Car-
son and Dorothy Collins. The show was
produced for ABC by Louis Walters Enter-
prises.
39.8 Million Homes
Have Tv, Says ARF
Advertising Research Foundation last
week reported there were 39.8 million tele-
vision households in the U. S. as of April
1957 [Closed Circuit, Oct. 14]. This is said
to represent an increase of nearly 8 million
tv households since 1955.
The report, "National Survey of Tele-
vision Sets in U. S. Households — April
1957," is the fourth in a continuing series
based on data obtained in conjunction with
the Current Population Survey conducted
by the Bureau of the Census. The complete
report is to be available today (Monday).
ARF noted that the April 1957 figures
mean that four out of five homes have
at least one set, as compared with June 1955
when only two out of three households had
a receiver. The report shows that the number
of multiple-set households also has in-
creased, with 2.5 million households having
two or more sets as of last April, as com-
pared with 1.7 million in February-March
1956 and 1.1 million in June 1955.
A fifth survey of tv set households is set
for the spring of 1958.
The total number of tv sets in households
as of last April was "over 42 million," ac-
cording to the ARF report. This was said
to be 5 million more than in February-
March 1956 and 9 million more than in
June 1955. The April 1957 survey found
the average number of sets per household
to be 1.07, as against 1.06 in February-
March 1956 and 1.04 in June 1955.
ARF, acting for a group of industry un-
derwriters, asked the Bureau of the Census
to obtain the data on tv households and
defrayed the cost thereof. The cost of obtain-
ing the information and preparing the re-
port has been underwritten by ABC-TV,
CBS-TV, NBC-TV, NARTB and TvB.
The Census Bureau's summary of the re-
port shows highest tv concentration in stand-
ard metropolitan areas — 87% in April com-
pared to 82% in February 1956. Outside
these city areas, 70% of homes reported sets
in April compared to 59% in February
1956.
By regions, the Northeast led with 88%
saturation. . The North Central followed with
85%; West 77% and South 71%.
Larger gains since 1955 in tv households
occurred in the South and West, reducing
the superiority shown by other regions. In
June 1955 the South had 53% saturation,
West 62%, North Central 72% and North-
east 80%.
Objectional Ad Criticisms Down,
AAAA Committee Report Says
The American Assn. of Advertising
Agencies Committee on Improvement of
Advertising Content processed 32 criticisms
of objectionable advertisements this year,
10 less than last year, it was reported at the
committee's meeting Oct. 9 in New York.
Edwin Cox, chairman of the board of
Kenyon & Eckhardt, New York, and AAAA
director-at-large and chairman of the com-
mittee, reported continued cooperation by
agencies in the AAAA program. "It seems
to our committee," said Mr. Cox, "that
agencies and advertisers are their own best
policemen."
Of the 32 criticisms, 19 were concerned
with bad taste, 12 with misleading treat-
Broadcastino
WHAT may be a trend-making con-
tract marking a return to 15-minute
show sponsorship is signed by Frank
Carvell, timebuyer of N. W. Ayer,
New York, who, for BC Remedy Co.
(cold medicine), is buying 26 weeks
of Allen Jackson and the News on
WCBS New York. At left is Mr. Jack-
son, and Sam J. Slate, general man-
ager of WCBS, looks on at right.
Representing more than $65,000 gross
billing, this is the first 15-minute show
sold to a single sponsor by the CBS-
owned station in the past five years,
WCBS says.
>
ment, and one with belittling competitors'
products.
Mr. Cox said:
"I believe the committee has played a
significant part in reducing still further the
very small percentage of advertising which
is offensive to the public and gives am-
munition to our critics. I want to make it
clear, though, that AAAA doesn't police its
members or anybody else. Whatever we have
been able to accomplish has been through
information and persuasion alone."
The Committee also seeks in positive
ways to raise the character of advertising,
Mr. Cox said. This is done primarily by
helping to arrange for inspirational talks by
creative agency leaders at AAAA meetings
throughout the country, he added.
Other committee members attending the
meeting were: Robert E. Allen, Fuller &
Smith & Ross; Beatrice Adams; Gardner
Adv.; Samuel Dalsimer, Grey Adv.; Frederic
R. Gamble, AAAA; Jerome B. Gray, Gray
& Rogers; Arno H. Johnson, J. Walter
Thompson; Ralf Kircher, Kircher, Helton
& Collett; Robert R. Newell, Cunningham &
Walsh; DeWitt O'Kieffe, Leo Burnett Co.;
Henry O. Pattison Jr., Benton & Bowles;
E. A. Schrimer, Campbell-Ewald Co., and
Hal Stebbins, Hal Stebbins Inc.
Timex Drops Hope Show
After 'Sinatra' Mixup
The U. S. Time Corp. (Timex watches)
last week canceled its contract to sponsor
or co-sponsor five hour-long shows starring
Bob Hope after Mr. Hope appeared on an
ABC-TV program alternately sponsored by
a rival, Bulova.
Two days after Mr. Hope appeared on
the Oct. 18 premiere of the Frank Sinatra
Show (see page 15), Timex notified NBC-
TV it had cancelled its contract. Affected are
two remaining 1957 hour-long Hope shows
and three 1958 programs on which Timex
would have shared sponsorship with John-
son Motors Div., Outboard Marine & Mfg.
Co., Waukegan, 111. Timex' agency, Peck
Adv., later confirmed the client's wishes
with a "letter of cancellation."
The Sinatra show is sponsored on alter-
nate weeks by Liggett & Myers Tobacco Co.
and Bulova Watch Co., both through Mc-
Cann-Erickson, New York.
Timex alleged Mr. Hope violated his NBC
contract by appearing on a rival network,
ABC-TV, for a competing manufacturer.
Mr. Hope claimed, however, that at the
time he committed himself to appear on the
Sinatra show he didn't know Bulova was the
alternate sponsor, and when he did learn,
he already was scheduled to appear on the
Oct. 18 opener, sponsored by Chesterfield
cigarettes.
Both NBC-TV and McCann-Erickson at-
tempted to clear the way for Mr. Hope's
scheduled appearance by arranging for the
Bulova "cross-plug" on the Liggett & Myers-
sponsored hour to appear after the closing
credits, reasoning that no Timex plug
would be needed to offset the Bulova spot.
The Bulova spot, however, appeared be-
fore the closing credits and furthermore was
no mere "cross-plug" but a regular com-
mercial aired on the basis of an alternate
sponsor's billboarding privilege.
Timex already had sponsored one full
Bob Hope NBC-TV show Oct. 6. Timex
originally signed as sole sponsor for the
Hope programs, but found Johnson Motors
was the alternate sponsor for 1958. An of-
ficial at Peck said Thursday that his client
had been willing to share the Dec. 7 show
with a co-sponsor. But as of last week, NBC-
TV had not found another advertiser for
that program.
NBC was in a dilemma at midday Thurs-
day in attempting to stave, off cancellation
of both Hope shows — Nov. 7 and Dec. 7 —
because of lack of sponsorship (estimated
M-E Opens Workshop
For Marketing Study
Opening of a new Marketing Communica-
tions Workshop by McCann-Erickson at
its home office in New York was announced
last week by Marion Harper Jr., president
of the agency.
He said the workshop, occupying the
10,000-sq.-ft. 30th floor of the home office,
will conduct three parallel, year-round pro-
grams: (1) an organized schedule of study-
projects in which McCann-Erickson execu-
tives will explore both new and established
areas of marketing communications; (2)
lecture and discussion programs for the staffs
of all divisions and departments of McCann-
Erickson and its affiliates both in the U.S.
and abroad, and (3) indoctrination courses
for new employes.
Mr. Harper explained that the workshop
is a major extension of the company's on-
the-job training program and its continuing
clinic of agency operations. "We are in
a business of innovation," he noted. "To be
good at it, we should keep alive a trainee's
ambition to learn — and remain trainees until
we retire." President Harper himself started
at McCann-Erickson as a trainee, its third,
in 1938.
Among more than a dozen projects cur-
rently under way at the workshop is an ex-
amination of "By what standards should
an agency's services to an advertiser be
evaluated?" which is being studied by a
group headed by Frank K. White, senior
vice president and treasurer, and former
broadcasting network executive. Another
project group, headed by C. Terence Clyne,
vice president, plans review board chairman
and management supervisor of all tv-radio
programming, seeks to answer the question,
"To what extent will television's role in mar-
keting change, and how will tv be used af-
fordably and efficiently for packaged goods,
industrial and durable goods?"
Albert W. Sherer, McCann-Erickson vice
president and a member of the board of trus-
tees of the U. of Chicago, is director of the
workshop. The staff includes Dr. Robert P.
Holston, vice president of the Institute of
Communications Research (a McCann-
Erickson affiliate), who serves as communi-
cations consultant to the workshop, and
G. Newton Odell, manager of training in
the company's home office.
Participants in the executive project
groups are selected on a rotating basis. In
the second program of workshop activity,
some 400 executives will take part in lectures
and seminars each year. In the third pro-
gram, 170 new employes — those from col-
leges and graduate business schools as well
as on-the-job trainees — currently are receiv-
ing indoctrination in the structure, pro-
cedures and philosophy of the agency.
AT LEFT: Albert W . Sherer (I), workshop director, discusses sched-
ules on the master project chart with G. Newton Odell, M-E train-
ing manager. AT RIGHT: In the workshop's exhibit area, a group dis-
cusses a commercial on a specially designed tv commercial projector.
Broadcasting
October 28, 1957 • Page 35
ADVERTISERS & AGENCIES continued
BBDO BLUES
The beat was down and the mood
was blue ... at least when Benny
Goodman picked up his licorice stick
and swung into those "BBDO Blues."
The occasion: an Oct. 21 luncheon by
the Advertising Men's Post of the
American Legion to benefit the Herald
Tribune Fund drive. Mr. Goodman
and his former vocalist, Helen Ward,
collaborated on a parody whipped up
for the occasion by George T. Simon,
president of Bouree Productions, New
York. The lyrics follow:
The Batten, Barton, Durstine
and Osborne blues
There's an advertising agency
whose full name really grooves;
Its name has got a beat ...
a beat that I can't lose;
I've got the Batten, Barton, Durstine
. . . and Osborne blues.
Well, Benton may have Bowles;
And Sullivan has three souls;
Ogilvy has his pair;
And N. Double-you's got his Ayer;
But there are four names
I can never lose;
I've got those Batten, Barton, Durstine
. . . and Osborne blues.
McCann's got Erickson;
And Ruthrauff's got Ryan;
Walter Thompson's got his Jay,
And Hal Davis has his Grey;
But I've got blues that I can never lose;
I've got those Batten, Barton, Durstine
. . . and Osborne blues!
time & talent production cost per show:
$350,000). The network reportedly was
meeting with Timex to persuade the watch
firm to change its corporate mind. But so
far as Peck was concerned, the matter stood
"with the letter of cancellation" sent Tues-
day.
NBC was in somewhat of a dilemma
Thursday. In a last-ditch attempt to persuade
U. S. Time Corp. to "reconsider" its deci-
sion, the network set up a date with Peck
officials for Friday and also arranged for a
meeting direct with the client today (Mon-
day). NBC, should it fail to woo Timex
back into its camp, is faced with these al-
ternatives:
• It can try to sell the Hope specials
(they pre-empt, on both Nov. 7 and Dec. 7,
a total of four half hours sponsored by
Liggett & Myers, Max Factor and Scott
Paper Co.) to a number of advertisers under-
stood to be interested in picking up the pro-
grams.
• It can delay the Nov. 7 and Dec. 7
programs until some other time when it
gets a sponsor and can clear the time to
reschedule them.
• It can drop these two altogether, hoping
it can persuade another advertiser to share
the bill (estimated $370,000 per show, time
and talent) with Johnson Motors for the
1958 shows.
Timex officials had "no comment" on the
situation until today's meeting has settled
the issue, but Peck executives indicated that
should the client stick by its decision, the
agency would redistribute the Hope network
allocations into some other television activity.
U-l Ad Plans Won't Ignore
Radio-Tv, Sales Execs Told
Universal - International (Universal Pic-
tures Corp.) is re-evaluating its advertising
approach because today's volume of high-
pressure salesmanship "has created a high
resistance with the public." But radio-tv are
expected to figure strongly in reshaped plans,
especially radio, based on the film com-
pany's previous use of the broadcast media.
In a week-long U-I sales executives con-
ference in New York, the film company's
sales personnel went over advertising
strategy for the new fiscal year, but accord-
ing to U-I Advertising Vice President David
A. Lipton, "We didn't discuss strategy in
precise media terms."
However, Mr. Lipton did spell out to the
attending executives what U-I has in mind.
"The major job of the motion picture ad-
vertiser," he declared, "is to find and con-
centrate his selling in those specialized areas
where he can hope to break through the wall
of advertising volume." U-I, he said, no
longer can afford to "scatter" its "shots."
Instead, it must use the "sharpshooter" tech-
nique. Advertising dollars alone cannot do
the job. What is needed is careful pre-selling
and this in turn requires employing "the ut-
most care in analyzing the specialized audi-
ence for each picture."
U-I apparently will eliminate the tradi-
tional annual budget — estimated at roughly
$3 million and down some from what it was
Page 36 • October 28, 1957
two years ago — and instead will allocate
special budgets per film.
It is bullish on radio, especially in the
summertime, and intends to continue mak-
ing full use of this medium into the winter.
With U-I's "shock" package now in tv sta-
tion distribution by Screen Gems Inc. mak-
ing a considerable case for the revival of
monsters, U-I is expected to spring its next
big radio push on behalf of a "double horror
bill," "The Monolith Monsters" and "Love
Slaves of the Amazon."
Still uncertain at this time is what U-I
will do in local tv. For the past several years,
the studio has been riding on spot vacancies
garnered by Matty Fox through his barter
activities, but cash will be necessary now.
Cunningham & Walsh is U-I's agency.
Soft Goods Trend to Radio
Cited as Two Buy NBC Time
A growing trend that soft goods manu-
facturers are turning to radio is noted by
NBC Radio's director of sales planning,
George A. Graham Jr. He reported last week
on some NBC Radio clients who are mak-
ing their first use of the medium. Among
them:
• A. & M. Karagheusian Inc. (Gulistan
carpets) which will use 10 five-minute Bob
and Ray Monitor capsules next spring to
push its line of rugs. The campaign will be
launched in mid-March with a closed circuit
merchandising "on-air meeting" between
NBC officials, Gulistan dealers and execu-
tives of Karagheusian and Fuller & Smith
& Ross, the firm's agency.
• Waverly Fabrics Div., F. Schumacher
& Co. (drapery, upholstery fabrics and wall
papers) which on Jan. 4 will begin using
Monitor for 10 participations a weekend
for a run of 13 weeks. Agency is Ehrlich,
Neuwirth & Sobo.
Mr. Graham noted that NBC maintains a
well-versed merchandising team that ties an
advertiser's use of network radio in with
the problems of a local dealer. He also cited
the use of radio in earlier instances by such
firms as Princeton Knitting Mills and The
American Institute of Men's & Boys' Wear.
$500,000 Whitehall Account
Resigns EWR&R Over Merger
Reorganization of accounts continues at
the newly-merged Erwin Wasey, Ruthrauff
& Ryan agency as Whitehall Pharmacal
Div., American Home Products, resigned
from the agency last week. Affected by the
resignation: billings in excess of $500,000
and a number of pharmaceutical products
still in the "X" or test stage. Principal prod-
ucts include two spot tv users, Dristan sinus-
cold tablets and Neet hair remover. Test
products include Petro-Syllium, a laxative,
and Dondryl, a fever blister lotion.
Neither agency nor client cared to dis-
cuss the move, but it was learned that
Whitehall never viewed the merger of Er-
win, Wasey and Ruthrauff & Ryan with
great enthusiasm. The products had been
with Ruthrauff & Ryan before the two
agencies teamed up last month.
New agency assignments remain to be
made, with the exception of Dristan, already
given to Bryan Houston Inc., agency for
Whitehall's Dryaid nasal mist and Gardrin
inhaler. Dristan looms as a potentially $1
million account. Effective Nov. 4, the prod-
uct— in test stages for over a year — will
make its national bow via the Whitehall
network of tv shows. It was uncertain as
of midweek which other Whitehall agencies
would stand to gain some of the lost
EWR&R business. Agencies are Grey Adv.,
Ted Bates & Co., Lynn Baker Inc., McCann-
Erickson and Sullivan, Stauffer, Colwell &
Bayles.
Blumberg Heads Katz at Baltimore
Stanley Blumberg, vice president, copy
chief and member of the plans board, Joseph
Katz Co., has been named vice president
and general manager of the Baltimore office.
Mr. Blumberg joined the Katz agency in
1935 as a copywriter. Later he became
manager of the agency's retail advertising
department. He became vice president, copy
chief and member of the plans board in
1955.
Other appointments in the Baltimore
office include James A. Miller, radio-tv di-
rector; Morris L. Milstein, production man-
ager, and George Fondersmith, art director.
Broadcasting
>
Greatest food
merchandiser
in America!
Baltimore supermarkets and corner groceries . . . Baltimore chains and
independents . . . W-I-T-H delivers them all to you with the most powerful
assortment of food promotions ever created by a radio station. Here's the
"merchandising muscle" W-I-T-H will give your grocery product over a
13-week period.
# W-I-T-H Feature Foods Merchandising Service. You get all this:
1. A minimum of 60 store calls in high volume groceries, including
point-of-purchase merchandising such as increasing shelf exposure,
restocking shelves and installing displays for your product.
2. A minimum of 20 special one-week displays.
3. 20 days of Bargain Bar promotions in chains and supermarkets, plus
additional merchandising by demonstration, sampling, couponing, etc.
4. Complete merchandising reports issued to you twice each 13 we'eks.
£ W-I-T-H Chain Store Food Plan, providing for dump, end-of-aisle and
shelf extender displays in leading chain stores.
# W-I-T-H Weekly Merchandising Service with independent GA Stores.
# PLUS merchandising letters . . . PLUS trade paper advertising of your
product . . . PLUS potent advertising material for your own salesmen's kits
. . . PLUS personal supervision by head of W-I-T-H Merchandising Dept.
Add W-I-T-H's low, low rates and W-I-T-H's complete coverage of Balti-
more's 15-mile radius . . . and you've got the station that delivers the groceries!
Buy
Tom Tinsley
President
R. C. Embry
Vice Pres.
CONFIDE
C E
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Simmons Associates in Chicago, Boston
Clarke Brown Co. in Dallas, Houston, Denver, Atlanta, Miami, New Orleans
McGavren-Quinn in Seattle, San Francisco, Los Angeles
Broadcasting
October 28, 1957 • Page 37
KROD-TV EL PASO
THE NUMBER
STATION
IN THE NATION
IN THREE STATION VHF MARKETS (a„gust)
In every survey ever made, El Paso's KROD-TV has been first in the Southwest! And in
August — viewer loyalty proved itself again when ARB rated KROD-TV the number
one station in share of audience in all the NATION — in markets with three VHF stations.
The combination of imaginative programming, high tower- high power and complete
promotion keeps KROD-TV on top. And the amazing preference for Channel 4 in El Paso
extends into West Texas and Southern New Mexico, where KROD-TV, in most cases,
is the only channel received.
Get the full, exciting story from your Branham man.
FIRST IN 344
of
457
RATED
QUARTS* HOURS
EL PASO'S TV
SHARE OF AUDIENCE
KROD-TV
NETWORK
STATION B
NETWORK
STATION C
Monday Thru Friday . .
Sign On — Noon
95.6%
9.7%
Not on Air
Monday Thru Friday . .
Noon-6 P.M.
58.3%
34.7%
11.3%
Sunday Thru Saturday .
6 P.M.-Midnight
51.7%
39.8%
8.5%
Sign on to Sign Off
Sunday Thru Saturday .
58.7%
37.4%
9.1%
10 OF THE TOP 10
EL PASO'S TOP TEN, AND ALL ON KROD-TV
. . . 45.5
. . . 42.4
. . . 42.3
, . , 41.9
. . . 35.6*
. . . 35.5
. . . 33.9*
Sheriff of Cochise
. . 33.2*
Schlitz Playhouse
. . . 33.2
. . . 32.9
• national spot
SHOW!
KRODTY
CBS Television Network • Channel 4 • El Paso, Texas
REPRESENTED NATIONALLY BY THE BRANHAM COMPANY
Dorrance D. Roderick, Pres.; Val Lawrence, V.-Pres. and Gen. Mgr.; Dick Watts, Gen. Sales Mgr.
Page 38 • October 28, 1957
Broadc
ADVERTISERS S AGENCIES continued
MADISON AVENUE WANTS GUIDANCE
FROM ACROSS THE HUDSON
Speaking last Monday before the Texas Assn. of Broadcasters in Dallas, Bryan
Houston, board chairman of Bryan Houston Inc., discussed some of the common
problems of broadcasters and agencies. Here is a condensed version of his talk:
To begin with, what you have to sell to
advertisers is nothing but a measure of your
service to your community. The time has
long passed when simply the ownership of
the physical apparatus for broadcasting is a
guarantee of success. Sure, there are still a
few one-station key towns in tv but, generally
speaking, in either type of broadcasting to-
day you must do good programming with
good talent or you will not get much audi-
ence to sell on Madison Avenue.
Good programming and good talent may
be different from city to city, but in most
of the towns I visit it doesn't take long to
find out who has the "hot" station. Strangely
enough, there seems to be only a modest
relationship between popularity in the mar-
ket and station power. Of course, a 50-kw
station covers more territory than a 100-w
job, but within the broad area of a big
station there are usually a whole mess of
little stations doing all right in their own
communities.
Rule No. 1, then, is: Nobody on Madison
Avenue can sell continuously what you
haven't got. Ten dollars spent on talent is
worth a hundred dollars spent in selling.
Because we are in the business of in-
tangibles, you and I must not only do a good
job but we must also make it easy for our
customers to realize that we are doing a
good job. New York is a big town, but the
people there are no smarter, and actually
not much dumber, than the people any
place else. While many of you may have
some knowledge of other parts of the coun-
try— you notice that I did not intimate that
we are not all native sons — this knowl-
edge of other parts of the country, however
gained, is mostly in the background of our
daily lives.
Rule No. 2: Be sure that you always keep
your national reps up to date on any fresh
information about your station and your
community that will be helpful to them. Not
less often than once a quarter this must be
done.
Most salesmen like to sell or they would
be following any of the easier ways to make
a living. It's all right to say, "'Old John
really knows those New York agency boys."'
The fact that Tom or Dick works hard and
calls on your prospects regularly only makes
it that much harder for him to do a fresh,
interesting sales job on each visit.
When I run into an old friend and ask
why he hasn't been in to see me, he will
give me the old spiel about, "I know how
busy you are and I hate to bother you."
Roughly translated, that means either, "I
didn't think you had any business to place,"
or "I haven't got a single thing that would
justify my taking a half hour of your time."
Give that same friend a fresh idea to sell,
and all his modest concern for my busy,
busy day is forgotten. He'll be back at me
Broadcasting
MR. HOUSTON
faster than sputnik can cross over Rhode
Island.
Rule No. 3: Every salesman will do the
best job on the thing which he knows
most about and which is consequently the
easiest to sell.
Because the impact of radio was so near-
ly impossible to understand 30 years ago,
you developed the most complete audience
survey systems that had ever been seen.
They proved the point of broadcasting ef-
ficiency, but in a
measure they have
been a boomerang
in that they have
never been perfected
to the point where
they can distinguish
between theoretical
audience and sales
effectiveness.
Mr. Roosevelt
proved that the voice
is mightier than the
pen. The Chinese
and Jam Handy have long said that "a pic-
ture is worth a thousand words," but Mr.
Roosevelt's voice was more potent with our
electorate than a thousand newspapers.
I know of a radio station in Texas that
gets an unbelievable percentage of the total
daytime audience available to a group of
tv and radio stations. It isn't done with
mirrors but with voices and personalities.
I don't know how many of you gentle-
men have ever been a lonesome housewife,
but if you haven't heard, it can get pretty
dull. I have heard a lot about the ill ef-
fects of some of our daily broadcast pro-
gramming but, in this uneasy world, I ex-
pect that broadcasting has afforded the
daily tie with friendly voices that has kept
many a gal from blowing a fuse.
Most of you have heard of the LIFO
principle of warehouse accounting. LIFO
means last in, first out. An examination of
your problems on Madison Avenue indi-
cates that too many of you have a sort of
LIFO relationship with a lot of advertising
schedules. Let me give you a couple of
quick illustrations.
An old friend of mine came charging into
my office once with his head down and
his elbows out. His beef was a very real
one. For two years in a row his had been
one of the magazines recommended by the
agency which had been dropped by the
client in the final makeup of its budget,
while a competitor stayed on the list. What
sort of a weak-kneed jellyfish was I to let
a sales department direct the advertising?
There was a good reason for my friend's
magazine being on the list and ample
reason for his being selected to come off.
His competition had taken the trouble to
call on every regional and most district
sales managers. Because the men in the
field knew the competitor's book, they had
confidence in it, and because the sales de-
partment had confidence in the book, it
actually did a better job.
Rule No. 4: In your territory, call on every
corporation sales executive you can find
and, if there are none in your town, go to
the nearest division offices and sell.
This will not take the place of good na-
tional representatives, but it sure will make
their sales efforts more productive.
I have no more rules to suggest, but I do
have a very earnest plea. Do what you can
to simplify your price and availability in-
formation. See if there isn't something you
can do to standardize the manner, method
and type of information we get in response
for information.
When I started to check out this subject
with our own media department I saw a
letter dated Oct. 10, received by us on
Oct. 15 confirming a program change that
had occurred on Oct. 3.
Another handful of papers showed avail-
abilities, but no prices in response to our
request for recommendations on a specific
product.
Another batch were availability and price
on a number of local programs with no
descriptive material whatever as to what
some of the local programs were. Some of
the program names were self-explanatory,
some were not.
There seems to be a deep-rooted belief
that call letters alone are all the identifica-
tion necessary.
There is undoubtedly the fairly constant
thought that the first written reply can be
supplemented by a prompt personal call by
one of your representatives. This is all to
the good, except that you may be involved
in putting together a spot list for 65 markets
on a combination of tv and radio stations,
and any quick, clear, complete information
you can put into the hands of Madison Ave-
nue media men will always help and never
hurt your chances of making a sale.
SOMETHING TO DO
In Nevada, where gambling and
the spaces are wide open, there are
145 hardy souls in the town of Beatty
(pop. 487, according to the 1950
census) who apparently believe life
can get pretty boring and lonely at
times. They are signers of a petition
protesting the latest inconvenience —
the closing down by Nye County au-
thorities of the town's two brothels,
the Willow Tree and the Red Rooster.
The petition, filed formally with the
county commissioners, did not give a
reason for the protest, but one peti-
tioner afterward explained his indigna-
tion:
"This means more to us than it
would to most places. After all, we
don't have television."
October 28, 1957 • Page 39
ADVERTISERS & AGENCIES
CONTINUED
DODGE WELK WEDDING
STILL WEARS WELL
In 1958, the Dodge Div. of Chrysler Corp. will invest slightly
more than half an estimated $20 million advertising budget in tele-
vision and radio — and breathe a prayer that Lawrence Welk will
not sputter on the tv highways.
■ The lion's share, by far, of an unofficial $10 million for air media
has been earmarked for Mr. Welk's two programs on ABC-TV —
Lawrence Welk Show (Sat., 9-10 p.m.) and Top Tunes and New
Talent (Mon., 9:30-10:30 p.m.). Dodge dealers call Mr. Welk
"the greatest salesman the car ever has had," and top echelon exec-
utives at the company and its agency, Grant Adv., Detroit, are
pinning their hopes on the homey orchestra leader again for 1958,
which looms as one of the most bitter competitive years in the
automotive industry's history.
An insight into Dodge's plans for next year was outlined last
week by Wendell D. (Pete) Moore, director of advertising and
merchandising, who discussed the company's radio-tv commercial
philosophy. He skirted questions on specific dollar allocations be-
cause of "competitive considerations" but was voluble on why
Dodge and the public "love Welk." He acknowledged the com-
pany's advertising budget, beginning in January 1958 and running
throughout the year, will rise about 10% and noted that tv costs
will rise "sharply" because of higher network charges and talent
expenditures.
Dodge's initial sponsorship of Lawrence Welk on ABC-TV in
the summer of 1955 was strictly an experiment. But its ratings that
summer and the enthusiastic response of dealers prompted the com-
pany to sponsor Mr. Welk during 1955-56 on a regular basis. That
season Dodge continued its network presentations of Break the
Bank and Make Room for Daddy, which the company had spon-
sored on ABC-TV since early 1955. But in June 1956 Dodge can-
celed these two programs, feeling the desired "family" audience
was being reached satisfactorily through the Welk program alone.
The word "family" exerts a weighty influence on Dodge's com-
mercial philosophy. As Mr. Moore explained it, Dodge, through
MEMBERS of the Welk band not only are versatile in making
music, but also in selling Dodges. Here they do a live singing com-
mercial on set in praise of the sponsor's product.
tv, is attempting to reach a receptive family audience and utilize a
wide variety of commercial approaches. He is persuaded that both
Welk programs (the Monday night show was begun last Novem-
ber) provide the ideal showcase for its commercial messages.
"The aim, Mr. Moore said, "is to create 'talk' about Dodge and
Dodge commercials, to generate interest, excitement and curiosity
about the car — its performance, its styling, its riding and handling
qualities, its safety, luxury and engineering advances."
Dodge designs its tv commercials to achieve specific objectives,
according to Mr. Moore. The first is to create "strong, positive emo-
tional reactions"; the second is to present "forceful, persuasive
selling arguments."
To create emotional appeal, Dodge relies on live commercials,
integrating members of the Welk organization and emphasizing
prestige, pleasure and the thrill of ownership; live and film "mood"
commercials, using dramatic situation, music and presentation,
which imply, instead of state, the magical "something" surrounding
Dodge.
Dodge's "persuasive selling" commercials, Mr. Moore said,
feature announcer Lou Crosby and encompass: film demonstra-
tions designed to illustrate engineering advances; live, working
models of such features as total contact brakes, Torsion-Aire sus-
pension and other developments which point up "Dodge's superi-
ority"; live competitive comparisons which use feature-by-feature
presentations on charts and diagrams, emphasizing "superiority."
Mr. Moore is highly impressed with the flexibility of live tele-
vision, which enables Dodge to insert commercials of varying
approaches, depending on developing marketing conditions. He ex-
plained that if circumstances indicate "hard sell" commercials are
required during a particular week, scheduled commercials can be
scuttled and more appropriate ones put to use.
He believes Dodge will be even more formidable in the ruggedly
competitive year expected ahead, because ABC-TV has "come into
its own." In the past, he pointed out, ABC-TV lacked affiliation in
some major markets, but this season the network has outlets in
such key centers as St. Louis, Pittsburgh, Boston, Norfolk, New
Orleans and Miami.
Dodge itself does not use spot television, but its dealers do. From
time to time, they have used spot television for special promotions
and to support the network effort when circumstances indicated.
This past summer for example, 47 dealers embracing the Phila-
delphia and southern New Jersey area conducted a month-long
"Missing Dodge Contest," tied to a one-minute spot campaign on
WCAU-TV and WRCV-TV, both Philadelphia. Actually, three
Dodges were used throughout the area and persons spotting the
car were asked to copy its license number and report to the nearest
dealer to fill out an entry blank. The blank asked that the con-
testant complete the sentence, "I like the '57 Dodge because . . ."
Prizes totaling $10,000 were awarded to contestants. Although the
promotion was designed primarily to create awareness of the grow-
ing number of Dodge cars on the road, the dealer association re-
ported that sales paralleled closely the heaviest volume weeks of
the year — and this at a time when sales normally were slow.
Dodge uses spot radio on a year-round basis, largely in support
of its national tv effort, and schedules its commercials in the top
130 markets. It is probable Dodge will invest less than $500,000 in
spot radio during 1958, though Dodge officials decline to pinpoint
expenditures. The company also uses network radio on a limited
basis, scheduling announcements on NBC Radio's Monitor and
CBS Radio's and American Broadcasting's package plans.
For 1958, Dodge plans no shift in media strategy or copy ap-
proach. The company feels Lawrence Welk will continue to be
popular.
Page 40 • October 28, 1957
Broadcasting
Ratings show Bartell Group stations FIRST . . .
and reach more members of the family. "Radio
For Family Life" requires talent and imagina-
tion. No short cuts. More work — but worth it!
KARTELL GROUP FAMILY RADIO
m
is based upon service and entertainment for the whole
family . . . Emphasizing optimism, happiness, generosity,
decency, patriotism . . . Homely virtues, basic values inj
family life.
Baxter /t... o*rf&Mft/
\.
wok
KcbQ
t] [nfel
M | I <— '1090 In Bpsion— '
>92DlntnUUjnUKEE
rl
3nn
1— I3B0 In PH0EMH-
B50 in BiBnuncHnm J I ^AmJU^JmI
L— 1340 in nnonin -
Sold Nationally by 'ADAM YOUNG, Inc
for WOKY, The KATZ Agency
AMERICA'S FIRST RADIO FAMILY
SERVING 10 MILLION BUYERS
Broadcasting
.' ■ ■') ;:::-fm» •. -.i'.i'
October 28, 1957 • Page 41
ADVERTISERS t AGENCIES continued
W&L GETS PROTECTION FOR IDEA
When a client quits one agency and ap-
points another, do ideas submitted by the
first agency but not used or paid for by the
client become the property of the advertiser?
In what is believed to be an unprecedented
decision, a federal court in Philadelphia last
week granted injunctive relief to Warwick
& Legler Inc., New York, prohibiting Schick
Inc., Lancaster, Pa., and its new agency,
Benton & Bowles, New York, from using a
tv commercial idea formulated by W&L
while Warwick & Legler was Schick's
agency.
Entering the case as a fellow plaintiff was
Remington-Rand Div., Sperry Rand Corp.,
Bridgeport, Conn., another electric shaver
manufacturer. In this way, the Schick and
Remington-Rand battle of last spring [Lead
Story, May 20] entered phase two, but this
time, the shoe was on a different foot.
The case was heard in late September but
was kept quiet by all parties until last week
when the New York Times broke the story.
It dealt with an idea devised by Warwick &
Legler to show, on television, the "close-
ness" of a shave with "a fine electric
shaver." The idea was constructed in such
a way, says Warwick & Legler, that it could
"just as well" be applied to other media.
The "gimmick" originated by W&L: to rub
a wad of specially-treated cotton down one
side of a male model's face — the side
shaved by razor "B" — then repeat the
process on the cheek shaved by the Schick.
The result, as shown to Schick officials in
December 1956, was that "a big glob of
cotton" stuck to the cheek shaved with
razor "B."
The advertiser rejected the idea. On April
1 this year, Schick notified the agency of
its intention to resign effective June 15.
The account immediately went to Benton &
Bowles, the agency of record in May when
Schick sued Remington Rand for $5 million
in damages.
According to H. Paul Warwick, president
of Warwick & Legler, this was the chro-
nology of events that led to the Sept. 28
hearing in Philadelphia, resulting in the
initial vindication of the plaintiff.
On or about April 1, Kenneth C. Gifford,
chairman and president of Schick Inc. asked
W&L to turn over to the advertiser — in ad-
dition to all ideas and materials used and
paid for by Schick — "any ideas" conceived
by the agency but not used or published
during their 18-month relationship. Warwick
& Legler refused, Mr. Warwick said Thurs-
day night, "on the basis that this was not
industry practice." (To document what he
felt constituted "industry practice," Mr. War-
wick said, he had his office draft statements
and contract clauses as well as official AAAA
policies, all pointing to the fact that material
conceived by an agency but not used or
paid for by the client remain the property
of the agency.) Mr. Warwick said that initi-
ally the shaver company went along with
the W&L documentation, then hedged, but
later agreed that Warwick & Legler's posi-
tion was just and correct. This agreement
was written into the termination contract
in early April.
The account then made its switch to
Benton & Bowles. In late June, Warwick &
Legler approached Remington Rand with
the tv commercial idea and sold that firm
the idea for an unspecified sum. Warwick
& Legler did not deal with Young &
Rubicam, R-R's agency for the electric
shaver, but dealt directly with the advertiser.
In late July or early August, Mr. Warwick
recalls, Schick officials once more contacted
W&L, informed the agency that Benton &
Bowles had come up with a "similar tv com-
mercial idea" and in light of the termination
agreement signed in April, should Schick
now decide to use the idea, would Warwick
& Legler now give the former client the as-
surance that it would not make a claim at a
later date? Warwick & Legler said it would
not and did not and cited the contents of the
agreement which reaffirmed the right of an
agency to take title to unused or unpub-
lished ideas.
Shortly after Schick Inc. was rebuffed by
W&L, the advertiser's counsel, Dunnington,
Bartholow & Miller, informed Warwick &
Legler that the agency could claim no "ex-
clusive rights" to an idea, Mr. Warwick said.
Somewhat later still, the agency learned —
through a source it declines to name — that
Benton & Bowles had produced films for
eventual tv showing that embodied the cot-
ton technique. At this point W&L, "having
absolute proof of intent," took the matter to
court. The case was placed before a federal
district court in Philadelphia, Schick being
incorporated in the Commonwealth of Penn-
sylvania.
According to Warwick & Legler, this is
the first time in the agency's 35-year history
that it has felt compelled to take a grievance
to court. It was made clear that the agency
sought no punitive damages; that it wished
only to protect its own creative prerogative
and establish a "precedent of sorts."
Schick's position is, and has been, that
unless the agency incurs substantial out-of-
pocket expenses in developing an unused
idea and has not been reimbursed by the
client, all such ideas automatically become
the property of the advertiser. Schick also
maintains that the 15% commission earned
by the agency pays for all ideas conceived,
but Mr. Warwick contends that the commis-
sion is earned from media — or published
ideas — and therefore does not constitute
client payment.
Schick, a $5 million advertiser, has been
serviced by five agencies over a 6V2 -year
span, going to Warwick & Legler in late
1955 from Kenyon & Eckhardt. Before that
time, it had been serviced by BBDO and
Kudner Agency, all New York.
Benton & Bowles officials declined com-
ment, and counsel for Schick could not be
reached for comment late Thursday.
Mr. Warwick declared that the cotton
technique was but one of "several ideas"
promulgated by the agency during its IY2-
year relationship with Schick. The case is
not yet closed with the decision rendered last
week by Federal Judge J. Cullen Ganey. A
final hearing is scheduled for the middle of
January. Meanwhile, Schick has been told
by the court that neither it nor any of its
representatives (advertising agency, distribu-
tors, dealers, etc.) may use the original War-
wick & Legler idea or any variations based
upon W&L's theme.
BUSINESS BRIEFLY
WHO'S BUYING WHAT, WHERE
SPOTS SET • Bymart-Tintair Inc., N. Y..
for new Beauty-Set Curl Creme, last week
launched major saturation tv spot campaign
in N. Y., preparatory to entering other
markets. Over 400 spots per week are sched-
uled by time campaign is in full swing.
One-minute, 20-second and 10-second film
spots feature tv stars Vera Ellen and Rita
Colton. They will be seen in Atlanta, Boston,
Charlotte, Dallas-Ft. Worth, Buffalo, Chi-
cago, Cleveland, Detroit, Los Angeles,
Philadelphia, San Antonio, St. Louis,
Toledo, Washington, Kansas City and San
Francisco. Agency: Product Services Inc.,
N. Y.
BROWNIE BOWS • Kitchens of Sara Lee
is using radio spots and tv participations in
Chicago at outset to unveil fifth product,
chocolate brownie cakes. Announcements
have been purchased on WMAQ, WGN,
WCFL and WIND and participations on
WBKB (TV) and WGN-TV running from
Oct. 14 to Nov. 4. (Weekly breakdown:
About 35 radio spots and four tv announce-
ments.) Agency: Cunningham & Walsh,
Chicago.
AURAL ADS • Beltone Hearing Aid Co.,
Chicago, last Tuesday announced expanded
ad budget in excess of $1.25 million effective
Nov. 1. Over $500,000 will be spent this
fall.
Schedule of broadcast participation in-
cludes NBC-TV's Today, CBS-TV's Pano-
rama Pacific and spot commercials in unde-
termined number of key markets. Beltone
will also use MBS' Gabriel Heatter Show,
ABC's Breakfast Club and Frank Goss News
on Columbia Pacific Radio Network. Actual
broadcast outlay for campaign was not dis-
closed.
WINTER WEATHER • National Carbon
Co. Ltd. (Prestone anti-freeze), Toronto,
Ont., has started five minutes weathercasts
daily on 86 Canadian radio stations. Agency
is Locke, Johnson & Co. Ltd., Toronto.
CANADIAN CAPERS • Procter & Gamble
Ltd. (Cheer), Toronto, and Gillette Safety
Razor Co. Ltd. (Toni division), Montreal,
are each sponsoring one-third of new
monthly Wayne & Shuster Show on all
English-language Canadian tv network sta-
tions. First one-hour comedy program was
telecast Oct. 17. Agencies are Young &
Rubicam Ltd. (P & G) and Spitzer & Mills
Ltd. (Toni), both Toronto.
MBS NEWS • American Home Products
Corp., Whitehall Pharmacal Div. (Anacin),
Page 42
October 28, 1957
Broadcasting
1
cc: Mr. W. Vf. Knorr
B.AI.STOH PUHIlfii
M», Stephen J. Kra.su.la
WMAQ Merchandising Dept.
Merchandise Mart
SOLD by/nbc
SPOT SAL.
Chicago 54, Illinois
Dear Steve:
Thanks a million for your wonderful report on
"WMAQ "Chain Lightning" promotions for Ralston.
You and your people have certainly done a terrific
job and we know that it has contributed to our
success in the Chicago market.
You are right, we do want to continue the
WMAQ merchandising activity.
Once again, thanks for your efforts.
Sincerely,
Advertising and Promotion
Ralston Division
jf
ADVERTISERS & AGENCIES continued
N. ' Y., has signed to sponsor three five-
minute newscasts per week on Mutual effec-
tive immediately [Closed Circuit, Oct.
21]. Agency is Sullivan, Stauffer, Colwell &
Bayles, N. Y. R. J. Reynolds Tobacco Co.
(Camel cigarettes), Winston-Salem, N. C,
has brought three 20-second announcements
per week adjacent to MBS newscasts plus
four announcements on Saturday. Agency:
William Esty Co., N. Y.
$2 MILLION MORE • Kraft Foods Div.,
National Dairy Products Inc., is investing
more than 2 million gross to renew adver-
tising schedules on four NBC-TV programs
for 52 weeks. Order, placed through J.
Walter Thompson Co., N. Y., calls for spon-
sorship on Thursday of quarter-hour seg-
ment of Tic Tac Dough, two participations
in NBC Matinee Theatre and Modern Ro-
mances and 15-minute segment of Comedy
Time.
BUSINESS AT CBS • Carnation Co., L. A.,
has purchased quarter hour simulcast on
Art Linkletter's House Party on CBS-TV
and CBS Radio for 52 weeks, starting Jan. 1.
Agency: Erwin Wasey, Ruthrauff & Ryan,
L. A. New CBS Radio sponsors include
Time Inc., N. Y., which bought three IV2
minute units of The World Tonight for one
week {Life magazine) starting today (Mon.);
Penick & Ford Ltd. (My-T-Fine desserts),
which has signed for A Christmas Carol on
Dec. 22 (6:30-7 p.m.), and Dodge Div.,
Chrysler Div., both Chrysler Corp., which
purchased total of nine "Impact" segments
during October-December period.
MAKE IT MUTUAL • Major saturation
campaigns by Whitehall Pharmacal Div. of
American Home Products and R. J. Rey-
nolds Tobacco Co. (Camels) ordered last
week on MBS. Whitehall is sponsoring three
of Monday-Friday newscasts by Westbrook
Van Voorhis- (10:30 a.m., 3:30 and 8:30
p.m.). Agency: Sullivan, Stauffer, Colwell
& Bayles, N. Y. Reynolds has bought time
immediately following 7:30 a.m. and 6:30
p.m. newscasts on Monday through Satur-
day basis starting Nov. 4 with additional
8:30 a.m. adjacency available Jan. 1. Start-
ing Nov. 9 Reynolds will pick up Saturday
adjacency to 9:30 a.m. daily newscast. Ad-
jacencies at 10:30 and 11:30 a.m. and 12:30
p.m. on Saturday newscasts will be made
available starting Jan. 4. Agency: William
Esty Co., N. Y.
HALF SOLD • General Foods, N. Y.,
planning to sponsor Scotland Yard alternate
weeks, Sun. 10-10:30 p.m. on ABC-TV,
starting Nov. 17. Agency: Young & Rubi-
cam, N. Y. Alternate half hour is available.
JOINS TEMPLE TROUPE • Smith Bros.
Inc. (cough drops), Poughkeepsie, N. Y., has
signed for one minute announcements on
each of the NTA Film Network's "Holiday
Special" presentations on Nov. 17 and Dec.
8. Agency: Sullivan, Stauffer, Colwell &
Bayles, N. Y. Programs comprise Shirley
Temple feature films. Other sponsors are
Ideal Toy Co. and Toni Co., which signed
for all four programs. First presentation was
on Oct. 20; second is set for Nov. 3.
AAAA SESSIONS I
Radio-tv commercials got a clinical going-
over, as did the agency's reliance sometimes
on the slide-rule as a crutch for media
selection, at the annual central region meet-
ing of the American Assn. of Advertising
Agencies in Chicago.
In the background — and sometimes the
foreground — was the technique of motiva-
tional research, among other subjects, during
the two-day session at the Sheraton-Black-
stone Hotel Oct. 17-18. One highlight of
the clinic was a talk by Ray Mithun, presi-
dent of Campbell-Mithun Inc., who criti-
cized the "traditional and unimaginative
approach" in selection and use of media
[At Deadline, Oct. 21].
Workshops on creative media programs
and motivation research, plus a New York-
based clinical view of "midwestern adver-
tising," also highlighted the central region
meeting.
Over 500 agency and client representa-
tives were at the opening Oct. 17 with a full-
day closed management meeting on top-level
policy subjects. Key speakers were Fred
Gamble, AAAA president; Melvin Brorby,
senior vice president of Needham, Louis &
Brorby Inc., Chicago, and Henry G. Little,
president and board chairman, Campbell-
Ewald Co., Detroit.
Larry Wherry, president of Wherry,
Baker & Tilden Inc., Chicago, presided
over a panel on improvement of media re-
lations. Chairmen of other panels were
James G. Cominos, vice president and ra-
dio-tv director of NL&YB and vice chair-
man of the AAAA central region; Lowe
Runkle, president, Lowe Runkle Co., Okla-
homa City; Maurice L. Hirsch, president,
Hirsch, Tamm & Ullman Inc., St. Louis;
Strother Cary, administrative vice presi-
dent, Leo Burnett Co., Chicago, and A. H.
Gunn III, vice president, J. Walter Thomp-
son Co., Chicago.
In one meeting Oct. 18, Paul C. Harper
Jr., vice president of NL&B and chairman
of the AAAA Chicago council, headed
a workshop session in which John Tinker,
creative director of McCann-Erickson Inc.,
and Charles Brower, general manager and
creative director of BBDO, participated.
They reported their selections of the best
creative advertising entries submitted by
central region members in 14 states.
Interpretation of motivation research was
explored by Albert Shepard, director of
the Institute for Motivation Research, at a
research workshop under chairmanship of
Maurice L. Hirsch, chairman of the AAAA
St. Louis council. Larry Doyle, sales man-
ager of Ford Motor Co.'s Edsel Div., and
Charles Winston, Detroit manager of Foote,
Cone & Belding, were the chief luncheon
speakers, presenting "The Edsel Story."
A media relations panel under Mr. Wherry
included Edward R. Hitz, network tv sales
manager, NBC Central Div.; Gordon Buck,
vice president and media director, Foote,
Cone & Belding; John de Bevec, media di-
rector, J. Walter Thompson Co.; J. Kenneth
Laird Jr., president, Tatham-Laird Inc.;
J. H. Sawyer, vice president, Sawyer-Fergu-
ISSECT RADIO-TV
son- Walker Co., newspaper representative,
and Fred G. Bauer, western manager, Look
magazine.
Mr. Mithun noted that "many of Amer-
ica's biggest advertisers in this $10 billion
advertising economy still seem to place
nearly all their emphasis on nothing but
'cost-per-thousand' media thinking." He sug-
gested more reliance on audience quality
(instead of simply quantity) and creative
imagination (instead of merely buying off
the rate card).
Among "famous schedules" in broadcast
media, Mr. Mithun pointed out, are those for
Hamm's beer, Pepsi-Cola and Wisk, which
he described as "multiple-page thinking on
the air." Media dollars can be stretched in
tv by "buying half as much of something
good instead of all of something not quite
as good" or, as General Mills did with The
Lone Ranger, putting "a good show on twice
as many networks (NBC and CBS)."
Also cited by the agency president was
the greater use of regional network "legs" to
fit particular distribution areas (Theodore
Hamm Brewing Co. with Person to Person
on CBS-TV; Club 60 on NBC-TV). "A look
at A. C. Nielsen national brand studies will
underline this opportunity. There are very,
very few really and truly national products
in America," Mr. Mithun claimed.
Good Tv Ingredients
Ingredients for good tv commercials were
discussed by Mr. Tinker, among them sim-
plicity, naturalness and believability, interest
and persuasion. He showed film clips of
commercials for Pet milk, Tea Council,
Sara Lee cakes, Chiffon flakes, American
Dairy, Marlboro cigarettes, Morrell hot
dogs, Johnson's Raid and Pride polish,
Purina dog chow, RCA Whirlpool appliances
and Kroger stores.
Mr. Brower felt that "advertisements are
now so numerous that they are very negli-
gently perused . . . the trade of advertising
is now so near to perfection that it is not
easy to propose any improvement."
Concentrating on print media, Mr. Brower
noted, however, that Chicago turned out
"some of the best television America has
ever produced . . . nice and simple, nice and
loose" with the original Dave Garroway
Show and later Kukla, Fran & Ollie.
A progress report on motivational re-
search was delivered by Dr. Albert Shepard,
director of the Institute for Motivational
Research. He claimed this art has come a
long way in five years and that today the
question is not one of what it is but how
best to utilize its techniques.
The Oct. 1 7 luncheon speaker was Robert
S. Macdonald, advertising director of Quaker
Oats Co., who told delegates that the Ad-
vertising Council public service campaigns
"not only are important but worthy enough
to become an integral part of the advertisers'
national campaigns" and even part of agency
campaign recommendations. Such coopera-
tion, he stressed, helps to create more "favor-
able corporate images."
Page 44 • October 28, 1957
Broadcasting
MOST DYNAMIC SALESMAN
in. Denver T~V!
Sponsors and agencies agree
that effervescent Dick Lewis
gets more mileage out of
a sales message than any TV
personality in Denver.
Lewis demonstrates
with showmanship, sells with
authority, rings up sales
next day for dozens of local
and national accounts.
For new products that
want an extra "dynamic"
introduction ... or established
products needing a needle
for sales — Lewis is
one personality you should
include in all Denver
late evening schedules.
Try this boy, once!
Results will prove the rest!
CBS
A
in DENVER
I L
TELEVISION
Channel
Represented by the KATZ Agency.
Broadcasting
October 28, 1957 • Page 45
ADVERTISERS & AGENCIES continued
TV NETWORK BUYS AND BUYERS
Si
For the third straight month, toi-
letries national advertisers in August
edged food advertisers in placing
more billing in network tv.
In August, according to a compila-
tion based on Publishers Information
Bureau data, toiletries top spenders in
August had time charges on the net-
works of $8,097,448, with food ad-
vertisers maintaining a $7 million-
plus level.
In the top 10 list of national adver-
tisers in network tv, there was little
change, except for some minor jug-
gling around in rank in the compar-
ison of August to July. Comparisons
with August 1956, however, would be
faulty since the national political con-
ventions were held that month and
billing subsequently was high for those
companies sponsoring convention
packages (included were Westinghouse
Electric, Philco, RCA, Sunbeam and
General Motors [Oldsmobile Div.]).
The convention-swelled billing in
August 1956 also affected compari-
sons of total billings of all networks.
For the first time, tv network monthly
time charges (for August 1957)
showed a year-to-year drop [At Dead-
line, Oct. 7].
One of the most intriguing classi-
fications in PIB's statistics on time
charges (one-time rates, gross) is
that of "miscellaneous." This category
covers such variable and unclassified
products as dog foods (Quaker Oats,
Armour's Pet) Hartz Mt. bird seed,
evangelist Billy Graham's purchases
and S&H trading stamps. Though dif-
ficult to classify, these products ap-
parently are among the most active in
network tv. For example, only
$78,426 in gross billing was recorded
TOP TEN ON TV NETWORKS
AUGUST 19S7
1.
PROCTER & GAMBLE $3,802,306
2.
CHRYSLER
1,703,828
3.
AMERICAN HOME
PRODS.
1,558,734
4.
LEVER
1,411,179
5.
GILLETTE
1,405,226
6.
COLGATE-PALMOLIVE
1,383,109
7.
R. J. REYNOLDS
1,275,407
8.
GENERAL FOODS
1,119,602
9.
FORD
1,062,464
10.
BRISTOL-MYERS
987,750
for miscellaneous in August 1956, but
in July 1957, the figure was up to
$758,542 and in August 1957, had
reached $822,516 level. For the Jan.-
Aug. period this year alone, the classi-
fication brought in $1,883,611 in
gross time charges.
GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING AUGUST '57
AND JANUARY-AUGUST '57 AS COMPARED TO 1956
LEADING ADVERTISERS IN RESPECTIVE
GROUPS DURING AUGUST 1957
1*5
m
i
I
Aug. '57
Jan. -Aug. '57
Aug. '56
Jan. -Aug. '56
AGRICULTURE & FARMING
$
$
$ 59,126
$ 449,345
APPAREL, FOOTWEAR & ACCESS.
187,492
2,239,393
279,048
1,974,053
INTERNATIONAL SHOE
$ 48,496
AUTOMOTIVE, EQUIP. & ACCESS.
3,773,754
32,288,910
4,685,287
39,480,522
CHRYSLER
1,703,828
BEER, WINE & LIQUOR
921,254
5,375,002
656,743
4,717,136
PABST
408,162
BLDG. MATERIALS, EQUIP. & FIXTURES 135,814
3,144,720
117,550
2,175,782
GENERAL ELECTRIC
69,714 |
CONFECTIONERY & SOFT DRINKS
377,279
4,130,106
377,325
5,984,974
AMERICAN CHICLE
200,393
CONSUMER SERVICES
388,851
2,991,900
238,176
1,532,080
AT&T
218,850
DRUGS & REMEDIES
3,262,532
29,143,874
2,774,283
24,467,602
AMERICAN HOME
1,428,389 |
ENTERTAINMENT & AMUSEMENTS
41,041
103,855
36,963
36,963
HOWARD JOHNSON
41,041 |
FOOD & FOOD PRODUCTS
7,201,903
64,337,262
6,471,508
57,345,011
GENERAL FOODS
1,179,602
FREIGHT, INDUS. & AGRIC. DEVEL.
10,304
GASOLINE, LUBRICANTS &
OTHER FUELS
89,606
1,548,356
323,283
2,787,156
STANDARD OIL OF IND.
78,150
HORTICULTURE
102,223
2,784
211,185
HOUSEHOLD EQUIPMENT & SUPPLIES 1,292,395
12,624,293
6,380,014
23,653,144
WESTINGHOUSE
357,700
HOUSEHOLD FURNISHINGS
146,284
1,959,051
111,630
2,050,796
ARMSTRONG CORK
110,574 |
INDUSTRIAL MATERIALS
577,720
8,141,560
742,849
6,507,739
REYNOLDS METALS
222,132
INSURANCE
474,022
4,237,788
271,576
2,852,676
PRUDENTIAL
245,772
JEWELRY, OPTICAL GOODS & CAMERAS 296,184
4,284,059
350,366
3,711,392
EASTMAN KODAK
177,156
OFFICE EQUIPMENT, STATIONERY
WRITING SUPPLIES
&
194,744
1,988,729
323,458
2,759,160
MINN. MINING & MFG.
99,464
POLITICAL
3,140
8,435
PUBLISHING & MEDIA
140,805
1,586,366
299,533
1,024,306
TIME INC.
140,805
RADIOS, TV SETS, PHONOGRAPHS,
MUSICAL INSTRUMENTS & ACCESS. 114,198
2,040,305
4,176,259
8,567,226
GENERAL ELECTRIC
69,714
SMOKING MATERIALS
4,336,449
30,449,672
2,832,602
26,671,326
R. J. REYNOLDS
1,275,407
SOAP, CLEANSERS & POLISHES
5,522,692
45,181,443
4,701,204
39,630,839
PROCTER & GAMBLE
3,454,183
SPORTING GOODS & TOYS
31,467
463,598
21,211
393,298
MATTEL
31,467
TOILETRIES & TOILET GOODS
8,097,448
64,275,298
6,330,461
53,686,494
GILLETTE
1,405,226
TRAVEL, HOTELS & RESORTS
107,770
1,127,221
43,170
383,550
GREYHOUND
107,770
MISCELLANEOUS
822,516
4,206,578
78,426
1,883,611
BILLY GRAHAM
271,456
TOTALS
$38,564,220
$327,981,866
$42,687,975
$314,945,801
Source: Publishers Information Bureau
Wmmmmmmmmmmmmmmm
Page 46 • October 28, 1957
I
illlllliil
BROADCASTING
Number One? Yes, indeed! Last achieved a 46.5 share of audi-
Saturday and Sunday after- ence...as compared with a 53.5
noons, m 13 major American share for all other TV networks
cities, the NTA Film Network and stations combined (Trendex).
TV Network? Decidedly! It's an organized
line-up of 63 TV stations, reaching 83.8°;;
of America's television homes.
1M
III III
SSlFM
In Los Angeles — #1 in time
period... with 17.5 rating and
54.6 share (ARB) on KTTV.
Higher than all other six sta-
tions in the market combined.
In Chicago — #1 in time period...
with 11.5 rating and 47.1 share
(ARB) on WBKB. More than
double the average rating of the
other three stations in the market.
In New York — #1 in time period
...with 10.4 rating and 31.5 share
(ARB)... on WPIX. Over twice
the rating of the next best rated
network affiliate.
20)
The dates may well be a mile-
stone in American telecasting,
since at that time, the NTA
Film Network broke the sight
barrier with a national (13-City)
Trendex rating of 14.2 vs. 16.3
for all other TV networks
and stations combined!
America's dynamic
NTA Film Network showed the
first of four Shirley Temple
attractions, sponsored by the
Ideal Toy Corporation, the
Toni Company, with Smith
new TV network
Bros., Inc. joining up shortly.
Partial sponsorship of three
other programs in this series
is still open... if advertisers and
their agencies act quickly.
Today, phone, wire or write: NTA Film Network, 60 West 55th Street, New York 19, N.Y., PLaza 7-2100.
*Based on all available rating information
Broadcasting
October 28, 1957 • Page 47
ADVERTISERS & AGENCIES continued
FIRST TAPE for the 1958 model programs being used by 800 radio stations was cut
when the new Edsel was introduced. Seated (I to r): Paul Evans, Storer national account
executive and director of Storer "Auto Show of the Air"; Richard E. Krafve, vice
president of Ford Motor Co. and general manager of Edsel Div., and Jac LeGoff,
WJBK-TV Detroit chief announcer and Storer automotive editor. Standing, Fred
Flowerday, producer of series.
HOW RADIO CAN MAKE TIME WITH DETROIT
More than 800 radio stations are taking
part in a nationwide move to convince the
automotive industry they can do a major
job of telling the public about new 1958
models as well as promoting their sale.
As introduction of the 1958 cars gets
under way, these stations are carrying
factory interviews taped in advance by
Storer Broadcasting Co. and made avail-
able to broadcasters without charge. The
project is titled "Storer Automobile Show
of the Air."
Participating stations are carrying pro-
grams as each new 1958 model is intro-
duced. The tapes are based on interviews
Subliminal Perception Discussed
By Meighan at KNXT (TV) Seminar
Subliminal perception may be advertis-
ing's latest novelty but it is already being
taken seriously by national advertisers and
their agencies, Howard S. Meighan, CBS
vice president in charge of the Western Div.,
said Wednesday.
Speaking on the future of television at the
first of the series of six two-hour sessions
of a seminar on the basics of television being
conducted for advertising people by KNXT
(TV), CBS-owned station in Hollywood, Mr.
Meighan reported that the new sponsor of
an established network program had asked
to have the subliminal method used to
strengthen the association of his company
with the program.
Mr. Meighan said that his particular spon-
sor did not utilize subliminal perception on
his program, because the price of $100,000
for the use of subliminal equipment was
more than the advertiser was willing to pay.
Subsequent investigation, Mr. Meighan said,
has revealed that there are no basic patents
on the process. He announced that KNXT
will conduct experiments with "engineering
aspects", of subliminal perception.
As with other gadgets in tv's future, the
important thing is not so much the process
Page 48 • October 28, 1957
with factory executives by Jac LeGoff,
chief announcer of WJBK-AM-TV, Storer
stations in Detroit. Production was in charge
of Fred Flowerday, president of Special
Recordings, Detroit, and former director of
the Lone Ranger and Green Hornet radio
series. His organization also makes the re-
cordings.
Art Schofield, Storer advertising and
sales promotion vice president, sent stations
a promotion book with- examples of adver-
tising and dealer exploitation plus pro-
motional ideas. After the campaign is over,
Mr. Schofield plans to give each auto manu-
facturer a complete record of the radio
itself but the use advertisers make of it.
Different individuals react differently to the
subconscious messages, he noted, and ex-
periments have shown that the process may
contain its own cancellation effect; that is,
if a suggestion is radically opposed to the
normal behavior of the recipient, he may
vigorously reject it, instead of accepting it.
Commenting on the cross-licensing agree-
ment on video tape between Ampex Corp.
and RCA [At Deadline, Oct. 14], Mr.
Meighan opined that this would avoid a
repetition of the recording industry battle
over the proper play speed in the field of tv
tape use.
George Moskovics, manager of program
development for KNXT and the CPTN who
is conducting the course, devoted his first
lecture to the status of color. He noted that
although there are only about 200,000 color
sets in use throughout the country, there are
some 260 tv stations equipped to broadcast
network color programs, with 95 stations
also able to originate slide and film color-
casts and 42 that can put on local live pro-
grams in color. Mass manufacturing proc-
esses will eventually make color sets less
expensive and simpler to operate, he said,
and as that happens American advertisers
will get what they have long awaited — a
industry's work on behalf of each car.
Program consist of AVz- and 14Vi -minute
tape interviews with factory executives, de-
signers, assembly line personnel and road-
testing crews.
The idea developed three years ago when
the late Robert C. Wood, then Storer mid-
west national sales manager, thought some-
thing should be done about the fact that
automotive budgets were going to print
media while radio only received crumbs. He
learned that broadcasters had failed to sell
themselves to auto manufacturers and that
there was little liaison with the factories
and dealers. He found, too, that news-
papers were devoting large amounts of
editorial space to news about new models
and that many newspapers had automobile
editors.
Mr. Wood decided to develop a series of
interviews with automotive people as new
models came out. Chuck Davies, former
boxer working on WJBK, handled the first
series covering each new model. Tapes were
sent to all Storer stations. Word got around
and other stations asked if they could use
the tapes.
In 1955, Mr. LeGoff was assigned to the
interviewing task. Paul Evans, Storer na-
tional sales account executive who had been
associated with Mr. Wood in the initial
series, became show director. He plans, co-
ordinates and distributes the entire series
each year.
Last year over 300 stations asked for
tapes and received them. This year, Storer
circularized all 2,500 am stations, offering
free tapes. While the model season is just
getting started, the Storer organization is
working on plans for the 1959 model season.
The goal: To make radio the No. 1 medium
of automotive information.
mass medium for presenting their products
in living, moving color.
More than 100 members of the Los
Angeles advertising fraternity attended the
first session of the KNXT course. Walter
McNiff , west coast manager of TvB, reported
on today's dimension of television. The
group also watched "Depth Study" an
animated film made for CBS by Terrytoons,
presenting the story of the impact of tv on
American life.
National Radio to Rise 28%
In 1957, Says 'Printers' Ink'
National radio advertising will be 28%
bigger in 1957 than in 1956, and national tv
advertising will be up 6% according to es-
timates prepared last week by McCann-
Erickson for Printers' Ink.
The agency estimated that total advertis-
ing volume in the U. S. would be more than
$10.4 billion a 5% increase over the record
of $9.9 billion for 1956. The McCann-Erick-
son estimates are for all advertising costs,
including those of time and space, talent and
production.
Of all national media, radio is expected to
advance the most. Its 28% increase will rep-
resent a jump from $229.9 million in 1956
to $295 million this year (in network and
Broadcasting
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RICHARD M. KLAUS, Vice President and General Manager
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ADVERTISERS & AGENCIES continued
national spot advertising). Television, the
agency estimated, will increase by 6% from
$954.7 million in 1956 to a little more than
$1 billion in 1957 (in network and spot).
National newspaper advertising is ex-
pected to rise 5%, from $788.9 million to
$825 million; national magazine 3%, from
$794.7 million to $820 million.
The McCann-Erickson estimates do not
break down local advertising by media.
Total investments by local advertisers in all
media are expected to rise 4%, from $3.9
billion to $4.1 billion.
Clients Receiving NRI Reports
On Network Radio Audiences
A. C. Nielsen Co. has been mailing out
expanded Nielsen Radio Index reports to
clients showing cumulative audiences, lis-
tening frequency and commercial minutes
delivered for advertisers using national net-
work radio.
Alluding to first reports of the new serv-
ice, announced several weeks ago, Henry
Rahmel, general manager of Nielsen's broad-
cast division, noted that, depending on buy-
ing patterns, sponsor-audiences range from
several million homes upward to 10-15
million homes on a four-week unduplicated
basis. Commercial minutes delivered vary
from an average of 18 million to 100-150
million per month, he added.
The new service includes the previous
frequency of NRI pocket pieces and com-
plete reports, plus auto radio and audience
composition data. Also retained are cross-
network cumulative network audience and
duplication studies, along with similar data
for combined use of radio and tv.
Six features of the new NRI are: (1)
number of homes reached by sponsor
for his entire network schedule in terms
of "average week" and "four-week" cumu-
lative audiences; (2) number of broad-
casts to 48-million-plus radio homes by
each advertiser in four weeks; (3) num-
ber of minutes of commercial announce-
ments each month for each sponsor; (4)
individual program data (per-minute, per-
broadcast and four-week audiences), plus
station facilities, number of broadcasts and
time segments for each program used by
advertiser; (5) all ratings (audience per-
minute and per-broadcast, besides undupli-
cated cumulative audience — actual number
of homes reached throughout the country,
not abstract percentages), and (6) full-net-
work, quarter-hour audiences expanded to
include audience share and average audience
ratings.
Mr. Rahmel said the fixed sample and
continuous day-by-day, 24-hour recording
of listening makes possible the new types of
data for expanded service to advertiser,
agency and network subscribers.
Perlstein Named Pabst President
Harris Perlstein has been elected new
president of Pabst Brewing Co. following the
resignation of Marshall S. Lachner from
that office over policy differences. Mr. Perl-
stein continues as chairman of the board
from which Mr. Lachner also resigned as
a director. The latter joined Pabst in April
1956 after 16 years with Colgate-Palmolive
Co., where he was vice president in charge
of its soap division. Pabst Brewing, sub-
stantial radio-tv advertiser, reported a net
loss of $610,000 the first six months this
year, compared to a profit of $576,314 the
first half of 1956.
Kibrick Named to Manoff Post
Robert R. Kibrick, assistant media super-
visor, Kenyon & Eckhardt, has been appoint-
ed to the newly created post of director of
media and broadcast planning for Richard
K. Manoff Inc., New York. Mr. Kibrick
supervised media for such accounts as
RCA and Lever Bros, at K&E. He not
only will be in charge of the media opera-
tion at the Manoff agency but also will se-
lect and negotiate for radio and tv program
properties.
Agency Should Know
All Client Data— Toigo
An advertising agency can "make or
break" a product and its manufacturer,
Adolph J. Toigo, president of Lennen &
Newell, New York, told the 29th annual
Boston Conference of Distribution last
Tuesday.
Mr. Toigo said that unless an agency is
privy to all an advertiser's business informa-
tion, it cannot fulfill its true function as "a
planning adjunct to the client," resulting in
a potential loss of "millions of dollars." He
said the day is past when a client can keep
company secrets from its own agency.
The phrase used most often by Mr. Toigo
to sum up his theory is: "Total marketing
plans." An agency, he said, should be
wedded to the client, rather than merely
produce advertising copy; it should re-
ceive the total trust of the client and in turn
be able to provide valuable — if not always
positive or favorable — advice. Though Mr.
Toigo declined to name the client or product
concerned, he told of the time L&N stopped
a major "package goods" advertiser from
launching a new vitamin product (estimated
"growth" budget, $3 million) because mar-
ket research had found that (A) while the
vitamin market seemed to be booming,
many vitamin users quit not long after
taking up the "habit" and (B) those who
stayed with vitamins eventually would turn
to vitamins produced by pharmaceutical
firms. After showing the advertiser the story
of two big vitamin "flops," Mr. Toigo
noted that Lennen & Newell's client dropped
the project altogether.
Another instance cited by Mr. Toigo in-
volved a manufacturing client who had al-
located $8 million to push a new product,
but L&N found this figure could at best
produce no more than $14 million in sales.
The solution: backing up the ad campaign
with a national "sampling" of the product
among consumers at an additional cost of $6
million could increase projected sales to $75
million. Mr. Toigo declared that the in-
creased allocations did the trick.
(Back in New York at midweek, Mr.
Toigo said he could not, under any circum-
stances, divulge the names of the clients
and products referred to in his Boston
speech.)
Other speakers at the Boston conference
— touching on topics of interest to ad-
vertisers such as packaging, design, dis-
tribution, marketing and research — included
Robert E. Kahl, national advertising man-
ager (merchandising & research), Borden
Co.; Walter P. Margulies, head of Lippin-
cott & Margulies, industrial designer; L. T.
White, vice president of Cities Service Petro-
leum Inc.; Max Hymans, board chairman of
Air France, and Philip M. Talbott, president
of the U. S. Chamber of Commerce.
HOW PEOPLE SPEND THEIR TIME
THERE WERE 123,417,000 people in the U. S. over 12 years of age during the
week Oct. 13-19. This is how they spent their time:
67.9% ( 83,800,000) spent 1,897.1 million hours watching television
53.5% ( 66,028,000) spent 1,000.7 million hours . listening to radio
82.6% (101,942,000) spent 404.6 million hours reading newspapers
29.0% ( 35,791,000) spent 150.3 million hours reading magazines
24.8% ( 30,607,000) spent 388.2 million hours watching movies on tv
26.1% ( 32,236,000) spent 134.3 million hours attending movies*
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
SINDLINGER'S SET COUNT: As of Oct. 1, Sindlinger data shows: (1) 104,470,000
people over 12 years of age see tv (84.6% of the people in that age group);
(2) 40,423,000 U. S. households with tv; (3) 44,440,000 tv sets in use in U. S.
Page 50 • October 28, 1957
Broadcasting
TEXAS FARM YOUTH WINNER OF $2,000 CALF
IN "MAVERICK CALF SCRAMBLE " PROMOTION
An audience promotion "natural" in the form of a wild and wooly calf scramble was one phase of
WFAA-AM-TV's overall promotion for ABC's new "MAVERICK" television show sponsored by Kaiser
Industries. Shown left to right are James Garner (star of "Maverick"); Larry McAnally, winner over 29
other 4-H and FFA youths competing; WFAA-AM-TV President Ted Dealy; Governor Price Daniel who
made the award; O. B. Edmundson, teacher; and Murray Cox, WFAA farm director.
CHANNEL
8
WFAA-TV e
DALLAS
Broadcasting
October 28, 1957 • Page 51
ADVERTISERS & AGENCIES continued
International Latex Assigns
Radio-Tv Functions to Agency
International Latex Corp., New York,
last week announced it has assigned its radio
and tv activities, with the exception of its
C&C Tv Films Inc. barter arrangement, to
its advertising agency, Reach, McClinton &
Co., New York.
Under the new arrangement, the agency
will produce all commercials for Latex. In
the past, a special unit of the company pro-
duced the commercials. Latex will continue
to handle all other details pertaining to its
barter transaction with C&C Tv Films. The
contract provides for Latex to pay C&C Tv
$4 million per year for five years in return
for 10 spot announcements per day in the
top 100 tv markets. C&C Tv provides sta-
tions with the RKO library of feature films.
A. B. Peterson, executive vice president
of Latex, said the company is placing "ap-
proximately 5,800 spots per week on tv
stations throughout the country," adding
the barter arrangement has been "an out-
standing success and we intend to continue
and strengthen it wherever possible."
Reach, McClinton & Co. announced the
appointment of two staff members for Latex
radio-tv activity. They are Betty Jane Kidd,
formerly director of film copy for Latex,
who has been named to the agency's copy
staff in a supervisory capacity, and James
Carmichael, previously with Cunningham
& Walsh, J. Walter Thompson Co. and
The Biow Co., who has been appointed art
director.
FTC, AFA Officials Open
'Get-Acquainted' Series
Officials of the Federal Trade Commis-
sion and the Advertising Federation of
America opened a series of get-acquainted
sessions Wednesday evening with dinner at
the Mayflower Hotel in Washington. Ac-
cording to the AFA, initiator of the project,
its purpose is to give both sides a clearer
understanding of the other's functions.
For the FTC, Chairman John W. Gwynne
told conferees, "We welcome any practical,
down-to-earth system of cooperation with
the advertising industry that seeks to im-
prove the character of advertising." He
named as targets for industry-government
action such practices as fictitious pricing, bait
advertising and exaggerated, untruthful
drug claims.
Robert M. Feemster, chairman of AFA
and chairman of the executive committee,
Dow Jones & Co., referred to AFA's "truth
in advertising" movement some years ago
and assured the group of the organization's
continuing interest in the subject. He also
asserted, "AFA is dedicated to help preserve
advertising's freedom to inform and to sell,
commensurate with good taste and honesty."
Allen Urges Training in Radio
Steve Allen, star of NBC-TV's The Steve
Allen Show, predicted the eventual disap-
pearance of comedians from entertainment
unless the networks use their radio stations
to provide a "farm system" which would
"provide a fertile field for new comics to
breed, bloom and develop a polish," Mr. Al-
len addressed 350 advertising and broadcast-
ing guests at the 16th annual luncheon of
The Pulse Inc. in New York last Wednesday.
He explained that three or four years on
radio, away from the pressure of ratings
and television, would be a profitable proving
ground for young writers and comedians.
AFA Panel Sessions to Discuss
Better Advertising, Marketing
"How to Make Advertising and Market-
ing More Effective" will be the theme of
the third annual conference of the Adver-
tising Research Foundation at the Plaza
Hotel in New York Nov. 14.
Included in the six panel workshop ses-
sions will be "What We Need to Know
About Radio," and "Millstones, Milestones
and Maelstroms in Tv." Arthur A. Porter,
vice president, J. Walter Thompson Co.,
will conduct the radio panel in which three
advertising executives will discuss "What
the Advertiser Wants to Know About Ra-
dio," "Agency Problems in Radio Usage"
and "What Facts Does Radio Need to Help
Its Clients."
The tv workshop, to be headed by Dr.
E. L. Deckinger, vice president and direc-
tor of media, Grey Adv., will concern a
critical examination of today's television
from a research point of view. Panel mem-
bers are Bernard Sherak, assistant director
of research, Kenyon & Eckhardt; Jay Elias-
berg, director of research, CBS-TV; W. M.
Weilbacher, media analyst, Dancer-Fitz-
gerald-Sample, and H. E. McDonald, direc-
tor of research, Fitzgerald Adv.
Following the morning discussions will be
a luncheon and an afternoon address by
Ben Gedalecia, vice president and director
of research, BBDO, who will speak on a
two-year research project of his agency,
covering a national study, panel surveys and
a series of tv and print media studies.
UN Radio Okays Local Sponsors
For the first time in its history, United
Nations Radio has granted permission to a
network for sale of UN broadcasts by
network-affiliated local stations, provided the
advertisers are of an institutional type
[Closed Circuit, Oct. 21]. UN Radio and
MBS announced last week that United Na-
tions Review will be carried on MBS
each weekday, 9:05-15 p.m., available for
local sponsorship. In the past, UN Radio
has permitted a limited number of major
market stations to sponsor its recorded pro-
grams but the policy did not extend to mar-
kets throughout the country.
Ingalls Opens L. A. Agency
Fred Ingalls, formerly an account execu-
tive with Stiller, Rouse & Hunt, Beverly
Hills, has opened his own agency at 3719
Wilshire Blvd., Los Angeles. The telephone
number is Dunkirk 2-7453.
Mr. Ingalls, who joined SR&H in 1954,
has been in the advertising field since 1938.
He has served in executive capacities with
Lee Ringer & Assoc., Brisacher, Wheeler &
Staff, San Francisco and the Ellsworth Ross
Agency, Los Angeles.
AWARDS
22 Network Tv Awards Presented
By 5,000 Northwest Tv Students
Twenty-two network television shows and
performers have been selected for Stella
Awards of 1957 by students of the North-
west Schools, Portland, Ore. Results, an-
nounced by William Sawyer, director of
Northwest Schools, are based on balloting
of 4,956 students in 48 states.
Winners and categories:
Robert Young, Father Knows Best
(NBC), best family situation; Ed Sullivan,
Ed Sullivan Show (CBS), most engaging
master of ceremonies; Playhouse 90 (CBS),
best hour or more dramatic program; Alfred
Hitchcock Theatre (CBS), best half-hour
dramatic program; Jack Webb, Dragnet
(NBC), best personal dramatic program;
Clint Walker, Cheyenne (ABC), best west-
ern dramatic program; Richard Greene,
Robinhood (CBS), best adventure program;
Lucille Ball, / Love Lucy (CBS), best situa-
tion comedy program; Red Skelton, Red
Skelton Show (CBS), best comedian; Perry ■
Como, Perry Como Show (NBC), best
variety entertainment; Lawrence Welk,
Lawrence Welk Show (ABC), best musical
program; Cavalcade of Sports (NBC), best
sports program; Hal March, $64,000 Ques-
tion (CBS), best quiz or participation pro-
gram; Edward R. Murrow, Person to Person
(CBS), best public affairs program; Walter
Kronkite, You Are There and Air Power
(both CBS), best documentary program;
Eric Severeid, CBS World News Roundup,
best news-special events program; Disney-
land (ABC), best children's program; Law- I
rence Welk, Lawrence Welk show (ABC),
best talent show; Garry Moore, I've Got a I
Secret (CBS), best panel program; Tennes- 1
see Ernie Ford, Tennessee Ernie Ford Show 1
(NBC), best daytime program; Art Link- I
letter, House Party (CBS) and People Are I
Funny (NBC), best master of ceremonies; ]
Lawrence Welk, Lawrence Welk Program ]
(ABC), most original and intersting com- I
mercials.
AWARD SHORTS
Storer Broadcasting Co.'s trade paper ads 1
received first award at fifth annual Art Di- 1
rectors' Club of Greater Miami Oct. 5, in J
full page or more, two colors or more cate- 1
gory. Another series, black and white, full I
page or more category, received honorable 1
mention.
Grant Adv. Inc., Miami, won four firsts and
six honorable mentions in local Art Direc-
tors Club fifth annual exhibition of advertis-
ing and editorial art.
WCBS-TV New York and New York U.
have received Good Citizenship citation |
from Sons of American Revolution for their ,
educational public affairs 26-week series Our
Nation's Roots, which ended Oct. 5.
WCCO Minneapolis-St. Paul received Cer- J
tificate of Appreciation from local chapter
of Red Cross for its "Operation Good 1
Neighbor" project. Project, fund-raising I
drive, reportedly brought in $50,000 for Red J
Cross flood and tornado relief in stricken 1
areas of Minnesota and North Dakota.
Page 52 • October 28, 1957
Broadcasting
No station
but
no station
in
more
Balti
has as many listeners
in any age bracket,
male or female, as
Radio Baltimore
^Nielsen Station Index, Audience Composition Analysis, Baltimore, Jidy, 1957.
Keep your eye on these other Plough, Inc., Stations:
Radio Boston I Radio Chicago Radio Memphis
WCOP I WJJD I WMPS
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.
NEW YORK CHICAGO LOS ANGELES BOSTON ATLANTA SAN FRANCISCO SEATTLE
Broadcasting
October 28, 1957 • Page 53
TRADE ASSNS.
NARTB WINDS UP REGIONAL MEETS
• Dallas, Memphis sessions conclude association's fall series
• Discussed: timebuying, regulation, legislation, music licensing
NARTB wound up its autumn schedule
of district meetings at Memphis Friday as
delegates from seven southern states and
Puerto Rico reviewed radio and tv prob-
lems. Broadcasters from Kansas, Oklahoma
and Texas met Tuesday-Wednesday at
Dallas.
Timebuying, regulatory, legislative and
music-licensing developments headed pro-
grams at the two meetings. NARTB Presi-
dent Harold E. Fellows, who had been un-
able to participate in the Oct. 17-18 meet-
ing in Denver because of a respiratory ill-
ness, took an active role at the Dallas and
Memphis sessions.
Alex Keese, WFAA Dallas, NARTB dis-
trict director, was host director at Dallas.
F. C. Sowell, WLAC Nashville, Tenn., also
a district director, was host director at
Memphis. Henry B. Clay, KTHV (TV)
Little Rock, Ark., a tv board member, was
ill and unable to attend the Memphis pro-
ceedings.
Addressing the Kiwanis Club of Dallas
and NARTB delegates at a joint luncheon
Tuesday, Mr. Fellows said pay tv is one
of the challenges to free broadcasting that
can be met "with courage and confidence."
He suggested that dropping a coin in a tv
set to see a tv program "would be like going
to the refrigerator and dropping in a coin
so I could open the door and eat a sandwich
I'd already bought."
Mr. Fellows urged broadcasters to pro-
mote the broadcasting industry, an obliga-
tion they have failed to meet properly in the
process of promoting their own programs
and the wares and services of advertiser
clients.
Rep. Oren Harris (D-Ark.), chairman of
the House Interstate & Foreign Commerce
Committee, told the Friday luncheon at
Memphis that the subcommittee now in-
vestigating the FCC will not change any
decisions handed down by the Commission.
He also discussed the possibility that Con-
gress might limit to 10 years the powers it
gives federal regulatory agencies (see page
66).
Radio delegates at Dallas heard a first-
hand version of what agencies want from
stations. Four agency executives stated these
wants at a Wednesday morning panel ses-
sion.
Gene W. Dennis, Potts-Woodbury, Kans-
as City, cited a set of six yardsticks he uses
in buying time. They follow:
1 — Who is going to buy the product?
This determines media selection.
2 — Which stations do the most effective
job for the type of product to be advertised.
3 — Which stations offer the most collat-
eral support such as merchandising and
publicity.
A — What is the station's circulation
(Nielsen No. 2 study).
5 — Ratings have their weak points for
radio; a low-rated program can outsell a
high-rated show. But Mr. Dennis uses rat-
ings in buying tv.
6 — What is the station's multiple-spotting
policy? He criticized the "screaming com-
mercial" as bad radio.
Larry DuPont, Tracy-Locke, Dallas, said
he asks, "What is your gimmick?" He asks
this in addition to questions about circula-
tion, management, programming and mer-
chandising as well as supplementary pluses.
Some gimmicks are good but many are
bad, he said, creating a mental block in the
listener's mind and voiding the commercial
message. He said contests and gimmicks
can get out of hand.
lack Pitluk, Pitluk Adv. Agency, San An-
tonio, added these factors to those men-
tioned by Messrs. Dennis and DuPont —
research available, availabilities, adjacen-
cies and station aids. He said management
should think of the client's viewpoint and
try to sell ideas and time that fit the sales
problem.
Monte Mann, Lowe Runkle Agency, Ok-
lahoma City, said he favors three main
areas in reaching decisions — advertiser's
product, distribution pattern of sponsor and
amount of budget.
In a discussion session after the panelists
had spoken, Gus Brandborg, KVOO Tulsa,
asked about agency appraisal of merchan-
dising practices and their importance in
reaching buying decisions. Mr. Dennis said
Potts-Woodbury considers this an important
factor.
Clyde Rembert, KRLD-TV Dallas, asked
about rating services. The four-man agency
group indicated a general preference for
American Research Bureau in the case of
tv and Pulse in the case of radio. Dave
Morris, KNUZ Houston, suggested agen-
cies might reduce the number of question-
naires covering product analyses and other
factors.
Sen. Ralph W. Yarborough (D-Tex.), told
the Dallas delegates he probably wouldn't
have been elected had it not been for the rise
of radio and tv, recalling the pre-radio mon-
opoly in political reporting. He said broad-
cast reporting, being fair and objective, had
given "a new vitality to political science in
the Southwest. You have advanced the cause
of integrity in government. You have played
a vital role in this state in resuscitating the
voice of the people as a dynamic force in
government. You have moved this govern-
ment of Texas forward at least a decade."
A decade of "indifference to the evils in
Austin that followed World War II," he said,
is being replaced by "a growing public
awareness that cleaning up and preventing
widespread insurance swindles and land
board frauds are of concern to every cit-
izen." Sen. Yarborough, a member of the
Interstate & Foreign Commerce Committee,
said he aims to be fair and objective. He
said he favors preserving the remaining edu-
cational tv channels in Texas for educational
purposes.
James A. Byron, news director of WBAP-
AM-TV Fort Worth, said the Colorado
Supreme Court decision giving judges the
right to permit tv coverage of court trials is
only a partial broadcast victory. First, he
had misgivings because live and film tv cov-
erage "were lumped into one package."
Then he wondered if the Colorado decision
might provide "a convenient way of keeping
us from doing our jobs while pretending to
do the opposite."
Recalling the talk by Charles Shaw, news
editor of WCAU-AM-TV Philadelphia, at
the opening NARTB regional meeting in
Schenectady [Opinion, Sept. 23], Mr. Byron
said the job of gaining access to public pro-
ceedings "must be approached from the level
of the station news editor, through station
management and station ownership, and
through the efforts of the networks." He
FOUR board members of NARTB are included in this delegate group at the NARTB
regional meeting in Dallas. Seated (1 to r): Fred L. Vance, KWTV (TV) Oklahoma
City; Robert L. Pratt, KGGF Coffeyville, Kan., and Alex Keese, WFAA-AM-TV
Dallas, district directors; Dave Morris, KNUZ Houston, retiring president of Texas
Assn. of Broadcasters. Standing, Willard E. Walbridge, KTRK-TV Houston, tv
director; James C. Leake, KTUL-TV Tulsa; Al Johnson, KENS-AM-TV San Antonio;
W. D. Rogers Jr., KDUB-AM-TV Lubbock, Tex., tv director; James M. Maroney Jr.,
WFAA-AM-TV.
Page 54
October 28, 1957
Broadcasting
TRADE ASSNS. CONTINUED
argued the campaign must have organization
and coordination in state-regional groups
and up to the national scale.
Mr. Byron said, "It is not just the public
officials nor the legal fraternity opposing us
in this effort. A hard core of opposition is
being exerted by newspapers over the nation
as well. What is more, we all too often have
given them the very ammunition they have
needed with which to fight us." He urged
broadcasters to prove by day-to-day per-
formance, and "by integrity, objectivity and
considered care," that the industry as a
whole and not just part of it has come of
age in the area of news."
Mr. Morris was chairman of the res-
olutions committee at Dallas. The resolu-
tions included a recommendation that broad-
casters acquaint legislators with the "facts"
in music licensing; commended the FCC for
liberalizing remote-control rules; called on
the Commission to take further steps to al-
leviate burdensome operating requirements
and to recognize technical developments,
and called for equal access to coverage of
public proceedings.
Henry W. Slavick, WMC-WMCT (TV)
Memphis, was chairman of the resolutions
committee at Memphis. Other members were
Henry P. Johnston, WABT (TV) Birming-
ham; John Alexander, WFLA Tampa, Fla.,
and Sam W. Anderson, KFFA Helena, Ark.
Frank R. Ahlgren, editor of the Memphis
Commercial Appeal addressed the Thursday
dinner on the subject, "First, Look at the
South." He cited the upsurge in the South's
economy in recent years.
Broadcasters Set Planning Date
On 'Resurgent New England' Drive
A campaign, "Resurgent New England,"
will be organized by New England radio
broadcasters at a meeting in Boston Dec. IS.
The drive will call attention of New Eng-
enders and the rest of the nation to the
area's assets such as skilled workers, air-
craft and electronics industries, educational
and scientific institutions and vacation op-
portunities.
The pro'ect was originated by Daniel W.
Kops, WAVZ New Haven, Conn., NARTB
district director. Cooperating are state
broadcaster associations in the six New
England states plus other industry organ-
izations and group ownership represent-
atives.
Officers and directors of the associated
groups have been invited to the Boston
meeting, to be held at the Hotel Vendome.
Mayor Richard C. Lee of New Haven, will
speak on redevelopment of that city. This
project has been widely acclaimed. On the
agenda also are sessions on radio public
relations and weak spots in advertising.
Country Music Meet Dates Set
The sixth annual National Disc Jockey
Festival for country music disc jockeys and
music publishing, recording and trade pub-
lication representatives has been set for Nov.
15-16 in Nashville, Tenn. Host station WSM
expects about 1,200 for the meeting. The
program for the country music industry will
include an awards session and a clinic for
disc jockeys.
The market
for stations
Scores of people who seek broadcasting properties
contact us in a month's time. They want our help in
finding a station, and they outline their specifications.
If you're considering a sale, these names in our files
mean that competitive dollars are ready to work for
you. There's a wide range of active buyers to choose
from.
Owners who want to realign their holdings , are also
on record with us. Thus buyers have multiple choices
and benefit accordingly.
We take pride in creating a market place where in-
terested parties meet, bargain and make their deci-
sions. It's one of the oldest of American traditions.
It's free enterprise at its best.
You will never find undue pressure from our organiza-
tion. We express our views based on operating record,
market and potential; to develop areas of agreement
that are fair to all is our job.
ALLEN KANDER AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
1625 Eye St., N.W.
NAtional 8-1990
NEW YORK
60 East 42nd St.
MUrray Hill 7-4242
CHICAGO
35 East Wacker Dr.
RAndolph 6-6760
Broadcasting
October 28, 1957 • Page
59
TRADE ASSNS. continued
WISCONSIN broadcasters greeted Sen. William Proxmire (D-Wis.) at the state associa-
tion meeting last Tuesday. L to r: Hugh Boice, WEMP Milwaukee, re-elected president;
George Comte, WTMJ-AM-TV Milwaukee; Sen. Proxmire; Mig Figi. WAUX Wau-
kesha, re-elected treasurer of WBA, and Ben Hovel, WKOW Madison.
Laws Should Govern Conduct
Of Licensee — Proxmire to WBA
FCC should have congressional guidance
in the form of law to set standards of con-
duct governing applications for broadcast
permits, Sen. William Proxmire (D-Wis.)
said Tuesday in an address to Wisconsin
Broadcasters Assn., meeting at the Plank-
inton Hotel, Milwaukee.
Sen. Proxmire said arbitrary power in
such cases should not rest in the FCC and
that Congress should set standards to avoid
manipulation by powerful political connec-
tions.
Hugh Boice, WEMP Milwaukee, was re-
elected WBA president. Other officers re-
elected were Paul Skinner, WHBL Sheboy-
gan, vice president; Carl V. Kolata, WTTN
Watertown, secretary, and Mig Figi, WAUX
Waukesha, treasurer. George T. Frechette,
WSAU-AM-TV Wausau, was elected new
director.
WBA adopted a resolution stating BMI,
ASCAP and SESAC have never exerted any
pressure on Wisconsin broadcasters regard-
ing programming or selection of music. It
added that broadcasters would be best
served by continuation of the competitive
music-licensing policy now prevailing.
The association adopted a resolution call-
ing for a $500 cash scholarship award plus
two to three months employment at a station
prior to the senior year of the winning con-
testant. The award will be made to a junior
for application during his senior collegiate
year.
N. C. Broadcasters to Meet
Soon at Winston-Salem
The North Carolina Assn. of Broad-
casters will hold its fall meeting at the
Robert E. Lee Hotel in Winston-Salem
Thursday and Friday, Oct. 31 -Nov. 1. The
session will feature a Thursday luncheon
speech by North Carolina Gov. Luther
Hodges reporting on his recent trip to New
York, where he promoted state industry de-
velopment, panel discussions on program-
ming and radio sales and a talk on television.
John Comas, WSJS Winston-Salem, will
moderate the Thursday morning panel on
programming. The panel is composed of
Bill Kaland, program director of Westing-
house Broadcasting Co.; Elmo Ellis, pro-
gram director of WSB radio, Atlanta,
Ga.; Earl Gluck, WSOC Charlotte, and
Ranny Daly, WAIR Winston-Salem. The
Thursday afternoon panel on radio sales,
moderated by Harry Shaw, WSJS, will con-
sist of Gus Youngsted, WPTS Raleigh;
James Hagen, WWNC Asheville; Jack
Hankins, WELS Kinston, and Ken Fry,
WHCC Waynesville. Charles Tower,
NARTB employe relations manager, also
will speak Thursday afternoon.
A television session Friday morning will
feature a talk by W. B. Colvin, director
of station relations, Television Bureau of
Advertising, New York City. A business
session and election of officers will follow.
Edmond Smith, WIRC Hickory, is president.
Radio Best for Many Products,
Sweeney Tells Richmond Admen
Radio Advertising Bureau President
Kevin B. Sweeney Wednesday hit the
"hackneyed concept" that any product can
be sold equally well via all media and
minced few words in declaring that radio is
the primary advertising medium "for large
numbers of products which radio can best
serve."
Speaking before the Advertising Club of
Richmond, Mr. Sweeney noted that "radio
is being chosen increasingly as the medium
upon which advertisers .will build. Radio
will get the biggest share of many brands'
budgets while other media — primarily
newspapers and tv — will be added to da
those spscial jobs which they do best."
Radio, Mr. Sweeney contended, is "no
longer a supplementary medium." For some
products requiring 100% national distribu-
tion, "it is only a matter of years before
radio emerges as the medium." Mr. Sweeney
also predicted that 1957 radio advertising
volume will be 10% higher than that re-
ported for 1956 and that 1958 will reflect
even a greater margin.
'New Look' at Canon Sought
A panel representing the Connecticut
Council on Freedom of Information asked
the annual meeting of the Connecticut State
Bar Assn., gathered in Hartford last week,
to take "a new look at Canon 35" and to
modify current restrictions on microphones
and cameras in the courtrooms.
Broadcasters on the panel are Daniel W.
Kops, WAVZ New Haven; Charles Bell,
WHAY New Britain, and Charles Norwood,
WHCT Hartford.
Texas Broadcasters Name
Danbom to Succeed Morris
M. E. Danbom, KTBB Tyler, was elected
president of Texas Assn. of Broadcasters
at its Oct. 20-21 meeting in Dallas. He suc-
ceeds Dave Morris, KNUZ Houston, who
presided at the meeting, attended by 202
delegates. Other officers elected were Al
Johnson, KENS San Antonio, vice presi-
dent, and Joe Leonard Jr., KGAF Gaines-
ville, secretary-treasurer. William Z. Rob-
erts, KRLD Dallas, was chairman of the
arrangements committee.
Phillips Petroleum Co., Bartlesville, Okla.,
was given a TAB merit award for its cam-
paign in Amarillo, Tex. The campaign in-
cluded 8,715 consecutive placements. Farr's
Super Market, Lubbock, received an award
for 20 years of advertising. Superior Dairies
of Austin, and Blackburn Bros, depart-
ment store were awarded citations for their
use of radio.
Bryan Houston, board chairman of the
New York agency bearing his name, mod-
erated an agency panel that included Jack
Pitluk of Pitluk Adv. Agency, San Antonio;
Ted Nelson, Homes & Assoc., Fort Worth;
Eddie Baird, Tracy-Locke Co., Dallas, and
Albert Couchman, Couchman Adv., Dallas.
The panel discussed advantages of single
and multiple rate cards; merchandising;
standardized forms for basic information;
Nov. 1 and May 1 as effective dates for rate
increases, with six-month protection given;
2% cash discount to promote faster client
payment; quarterly meetings on station-
agency problems under guidance of a TAB
agency relations committee.
Other speakers included Carl Haverlin,
president of BMI; Mr. Houston, who ad-
dressed the luncheon (see page 39), and
Robert Hurleigh, MBS director of Wash-
ington operations, who reviewed radio's
resurgence.
Seven-Up's Wells to Address
Broadcasters Promotion Assn.
Principal speaker at the second annual
Broadcasters Promotion Assn. convention-
seminar at the Sheraton Hotel, Chicago, Fri-
day and Saturday [Trade Assns., Oct. 21],
will be Ben H. Wells, vice president in
charge of sales and advertising, the Seven-
Up Co., St. Louis, according to Ell Henry,
BPA convention chairman and director of
advertising and press information for ABC
in Chicago. Mr. Wells will address the esti-
mated 400 delegates on "Gearing Ad-
vertising to Total Marketing" at a noon
luncheon Friday.
At the same time David E. Partridge,
BPA president and advertising sales promo-
tion manager, Westinghouse Broadcasting
Co,, announced the panel members who will
discuss sales presentations at the Friday
4 p.m. session. Charles Wilson, advertising-
sales promotion manager, WGN-AM-TV
Chicago, will moderate. Panel members will
be Tom March, sales promotion and mer-
chandising director, WWCA Gary, Ind.;
Harry Wilbur, sales promotion director,
WBBM Chicago, and Richard Hodgeson,
editorial director, Advertising Requirements,
Chicago. This session is one of five seminars,
four of which were announced previously.
Page 60 • October 28, 1957
Broadcasting
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ST in
LEXINGTON, KY.
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BROADCAST CENTRAL, 177 NORTH UPPER STREET
LEXINGTON, KENTUCKY. TELEPHONE: 3-2727
NIELSEN
Get hold of L. C. Redmon, our Commercial Sales Manager in Lexington or
contact your nearest John E. Pearson Company representative.
mm
Broadcasting
October 28, 1957 • Page 61
The Johnny Pearson
Show— all new, all live— serves up proven showmanship and
proven salesmanship on American Radio, every Saturday, 9-10:55 a
Johnny Pearson has a happy habit of pulling big audiences in big markets. How well does
Pearson sell? Just check this peppy performance record:
1. Kansas City: 129% audience increase in 2V2 years.
2. New Orleans: 100% audience increase in just six months!
Now he goes live on American with a brand-new, two-hour session of currently popular
music and song. The new Johnny Pearson Show features vocalist Kay Brown (live), bari-
tone Dick Roman (live), The Ray Charles Blenders (live), Buddy Weed's orchestra (live)
and announcer Doug Browning (live).
Here's a proven salesman with a proven show that will sell today's young housewife —
the on-the-go woman who's more music-minded than ever.
thellM(
one is
RICAN
BROADCASTING
NETWORK
TRADE ASSNS. continued
GOVERNMENT
BROADCAST MERCHANDISING USE
SCORED IN FTC INITIAL DECISION
Critic Gould Chides Radio-Tv
On Special Interest Censorship
Radio-tv executives were chided Tuesday
by Jack Gould, radio-tv critic of the New
York Times, for submitting to the pressures
of special-interest groups in censorship of
programs. He said ij is time management
realized radio and tv "are journalistic media
with complete freedom." Speaking to the
Radio Pioneers Club in New York, Mr.
Gould cited broadcasters' failure to fight
demands of certain Cabinet officers and
other government officials ("not the Presi-
dent") for pre-broadcast editing of programs
in which they appear. Concerning President
Eisenhower's "unfortunate" remark about
CBS-TV's interview with Russia's Nikita
Khrushchev, Mr. Gould said he was
"ashamed" for the broadcasting industry
for failing to answer "not one word in pro-
test, even if it was the President."
Johnson Heads AFA 7th District
Martin J. Johnson, head of Martin J.
Johnson Adv. Agency, Mobile, was elected
governor of the Advertising Federation of
America's seventh district in Memphis last
week. Other district officers elected for one-
year terms include Clayton Cosse, Dora-
Clayton Agency, Atlanta, first lieutenant
governor; Charles E. B. Gordon, Pepsi-Cola
Bottling Co., Nashville, second lieutenant
governor; B. H. Cox, advertising manager,
Kwikcheck, Montgomery, third lieutenant
governor; Elizabeth Kennedy, sales promo-
tion and public information, Red Cross,
Mobile, secretary, and Oscar Goldsmith,
Southern Hotel Journal, Birmingham, treas-
urer.
Celler vs. Porter on Toll Tv
Rep. Emanuel Celler (D-N. Y.), chair-
man of the House Judiciary Committee, and
Paul A. Porter, former FCC chairman and
now member of the Washington law firm of
Arnold, Fortas & Porter, will debate the
pay television issue tomorrow (Tuesday)
before a roundtable luncheon of the Radio
& Television Executives Society at the Hotel
Roosevelt, New York. Rep. Celler will
argue against pay-tv while Mr. Porter will
express his views favoring the pay plan.
Edward J. DeGray, ABN vice president, and
Robert T. Teter, vice president of Peters,
Griffin & Woodward, New York, round-
table committee co-chairman, will preside.
Alabamans Hit Smothers Bill
Alabama broadcasters are planning to
meet with the state's representatives and
senators to oppose provisions of the
Smathers bill (S-2834). The bill would
divorce networks and stations from music
licensing and recording ownership. At its
Oct. 10-11 meeting Alabama Broadcasters
Assn. adopted a resolution "resenting
charges" that broadcasters would yield to
pressures in selection of music for broad-
cast. ABA deplored promotional efforts to
influence the public into the belief that such
discriminatory practices help determine what
numbers are performed. William W. Hunt,
WCOV Montgomery, is ABA president.
The legal thread by which station chain-
store merchandising plans have hung since
last year became more tenuous last week, as
a Federal Trade Commission examiner rec-
ommended prohibiting six large grocery
manufacturers from using broadcast in-store
plans unless all store customers are included.
All six manufacturers will appeal the pro-
posed decision.
Advertisers' use of station promotion
plans involving chain stores first was ques-
tioned by the FTC last year, when it issued
complaints against nine manufacturers
charging violation of anti-discrimination
provisions of the Robinson-Patman Amend-
ment to the Clayton Act [Advertisers &
Agencies, July 30, 1956, et seq.]. By avail-
ing themselves of store merchandising ben-
efits offered by stations, manufacturers grant
promotion benefits to favored store custom-
ers, the FTC contends.
Promotion plans in question were offered
by ABC, CBS and NBC on owned radio and
tv stations in New York and Chicago. Called
"Mass Merchandising" or "Sell-A-Vision"
by ABC, "Supermarketing" by CBS and
"Chain Lightning" by NBC, the programs
feature in-store display for an advertiser as
a minimum-buy bonus. Stores get free air
time from stations in return for display
space. Such plans are in use by hundreds of
tv stations and by more than 1,500 radio
stations, it has been reported.
The three networks were named in the
complaint but were not defendants. CBS
and NBC had filed amicus curiae briefs
asking dismissal of the complaints.
Respondents are Groveton Paper Co.,
Groveton, N. H.; General Foods Corp.,
White Plains, N. Y.; Sunshine Biscuits Inc.,
Long Island City, N. Y.; Piel Bros. Inc.,
Brooklyn, N. Y.; Hudson Pulp & Paper
Co., New York, and P. Lorillard Co., New
York. (Three others cited in the 1956 series
of complaints are being otherwise disposed
of by the FTC.)
FTC Hearing Examiner Abner E. Lip-
scomb, according to his initial decision an-
nounced Friday, would forbid these firms
to participate in the merchandising plans,
unless benefits are available to all stores on
a proportionately equal basis. His decision
may be appealed, stayed or docketed for re-
view. Respondents may file notice of intent
to appeal within the next few weeks.
At issue is whether advertisers bought
station schedules to benefit favored custom-
ers, financing free time for chain stores by
payment of their own contracts.
The answer is yes, according to Examiner
Lipscomb.
To the manufacturers' argument that their
contracts were separate from those between
stations and stores, the examiner said the
contracts were "not independent transac-
tions but parts of a larger plan."
Without the merchandising benefits of-
fered, manufacturers would not have bought
broadcast time in the amounts they did, the
official said, "since broadcasting time in
1950 and 1951 was in fact hard to sell."
Moreover, the advertiser "made the only
money payment involved in the whole trans-
action, and was therefore the sole support
of the plan. . . . Respondent, as the sole
financial supporter of the plan, paid for the
broadcasting time granted the chain-store
for in-store promotional displays, as well as
for the broadcasting time purchased for re-
spondent's own use."
All six manufacturers named in the FTC
action will appeal to the Commission, ac-
cording to Cyrus Austin of Appell, Austin
& Gay, New York, attorney for the sex-
tet. He called the decision "erroneous and
unjustified by the facts" and pointed out
that a hearing examiner's decision "does
not become the decision of the Commission
unless and until affirmed."
NBC and CBS Radio both issued state-
ments: NBC said the merchandising plan
run by its owned stations has been revised
and now complies with the FTC examiner's
ruling, while CBS Radio reported it would
support the manufacturers' appeal to FTC.
ABC officials declined comment pending
further study of the ruling.
Thomas B. McFadden, vice president in
charge of NBC Owned Stations and NBC
Spot Sales said the decision did not affect
the current "Chain Lightning" plan used
by NBC owned radio stations. He said the
plans on which the examiner's ruling was
based made free time available to certain
chain stores but not to smaller merchants.
The ruling, he continued, "related to an
earlier form of the 'Chain Lightning' plan
which has been superseded by a broadened
plan offering participation opportunities to
all food retailers regardless of type or size.
The current 'Chain Lightning' plan offers
its promotional benefits to any food retailer
who desires to participate on an exact pro-
portional basis, without discrimination of
any kind.
"A typical example of NBC's 'Chain
Lightning' is in the New York metropolitan
area, where WRCA is operating the plan
with more than 3,300 individual partici-
pating1 stores. Of this number, 55% are
independents and cooperatives and 45%
are chain stores.
"Our attorneys advise us that since the
current 'Chain Lightning' plan gives every
food store an equal opportunity to partici-
pate, it meets all legal requirements set
forth in Mr. Lipscomb's decision."
Announcing CBS Radio's decision to sup-
port the manufacturers in their appeal, Mrs.
Geraldine Zorbaugh, vice president and
general attorney for the network, asserted:
"CBS was not made a party in these cases.
However, because we believed the plan
initiated by us for the purpose of increasing
sales of radio time was the real target of
complaints in these cases, we filed a sup-
porting brief. In our judgment, the super-
marketing plan and participation in it are
Page 64 • October 28, 1957
Broadcasting
IN INLAND CALIFORNIA (and western Nevada)
BEELINE.—
This group of mountain-ringed radio
stations, purchased as a unit, delivers
more radio homes than any combina-
tion of competitive stations ... at
by far the lowest cost per thousand.
(Nielsen & SR&D)
They serve this amazingly rich in-
land market which contains 5 of the
top 9 counties in farm income in the
entire United States — and has an
effective buying income of more than
$4.6 billion dollars. (Sales Manage-
ment's 1957 Copyrighted Survey)
jiAeCAodbcJUAf
Sacramento, California
Paul H. Raymer Co.,
National Representative.
Broadcasting
October 28, 1957 • Page 65
MOULDER WONT ALTER FCC EDICTS
GOVERNMENT continued
lawful. Therefore we believe the decisions
of the hearing examiner are unsupported
by the record and insufficient in law. We
confidently expect that the initial decisions
will be reversed when they are reviewed
by the full Commission."
The FTC lists these broadcast expendi-
tures in connection with the case:
Piel Bros.
Year
Company
Station
Amount Paid
1 951
WNBC (now
WRCA) New York
$ 49,125.00
1952
IN b(_
WNBC
76,675.00
/-DC
LDo
WCBS New York
36,984.16
1953
A 13 v.
WABC-TV New York 72,380.00
L DO
WCBS
61,090.26
NBC
WNBC
78,325.00
1954
CBS
WCBS
NBC
WIND.-
to 520 00
1955
CBS
WCBS
69,047.20
NBC
WNBC
79,040.00
1956
CBS
WCBS, to June 30
34,126.84
NBC
WNBC, to June 30
39,318.00
Hud
son Pulp & Paper
1952
CBS
WCBS
$ 27,676.00
1953
ABC
WBKB (TV) Chicago
9,500.00
CBS
WCBS
62,595.64
1954
ABC
WBKB (TV)
38,500.00
CBS
WCBS
36,764.20
NBC
WNBC
79,355.00
1955
ABC
WBKB (TV)
26,250.00
CBS
WCBS
43,691.38
NBC
WNBC
30,480.71
1956
CBS
WCBS
36,584.50
P. Lorillard
1953
ABC
WABC-TV
$ 11,804.13
1954
ABC
WABC-TV
72,497.14
CBS
WBBM Chicago
41,223.46
1955
ABC
WABC-TV
107,629.12
CBS
WBBM
103,129,62
1956
ABC
WABC-TV, to June 30 31,531.00
CBS
WBBM, to June 30
44,471.64
Groveton Paper Co.
Year
Company
Station
Amount Paid
1952
ABC
WABC-TV New York $ 36,463.81
1953
ABC
WABC-TV
87,513.13
CBS
WEEI Boston
4,827.74
1 954
ABC
WABC-TV
94,939.93
CBS
WEEI
27,211.93
1 7JJ
ABC
WABC-TV
102,366.72
CBS
WEEI
9,867.86
1956
ABC
WABC-TV, to June
30 46,963.00
CBS
WEEI
13,408.05
General Foods
1952
NBC
WMAQ Chicago
$ 13,800.00
1953
ABC
WABC
65,112.00
NBC
WMAQ
17,715.00
1954
CBS
WBBM
11/4/54 to
12/30/54
38,111.48
NBC
WMAQ
20,525.00
1955
ABC
WABC
67,637.50
CBS
W3BM, 4/5/55
to 3/29/56
109,293.68
NBC
WMAQ
29,480.00
1956
ABC
WABC, to June 30
24,461.51
CBS
WBBM, 4/5/55 to
3/29/56
35,091.96
Sunshine Biscuits
1954
ABC
WBKB (TV)
$ 49,450.00
NBC
WMAQ
38,956.25
1955
ABC
WBKB
55,685.00
NBC
WNBC
36,920.50
NBC
WMAQ
40,170.00
1956
CBS
WBBM, April 4 to
June 30, 1956
13,824.00
NBC
WNBC, to June 30
29,350.00
NBC
WNAQ, to June 30
13,260.00
Page 66 • October 28, 1957
It is not the intent of the House Legisla-
tive Oversight Subcommittee to change any
decisions of the FCC in individual cases,
Rep. Oren Harris (D-Ark.), chairman of the
parent Interstate & Foreign Commerce
Committee, told the Friday luncheon meet-
ing of the NARTB regional conference in
Memphis.
He also discussed the "broad jurisdiction"
of the Commerce Committee, intent of Con-
gress in passing the Communications Act,
the networks, frequency allocations and pay
television [Lead Story, page 31]. Rep Har-
ris mentioned, but only briefly, the Com-
mission's Barrow study of network practices.
The Legislative Oversight Subcommittee,
headed by Rep. Morgan Moulder (D-Mo.),
is investigating the FCC and five other in-
dependent agencies. A recent subcommittee
statement inviting attorneys and others to
submit complaints with regards to Com-
mission actions "may have led some to ex-
pect that the subcommittee will proceed to
review individual cases for the purpose of
possibly changing the results in some of
them," Rep. Harris told the southerners.
"I would like to make it abundantly clear
that we have no such objective in mind. . . .
The Communications Act and the Admin-
istrative Procedures Act spell out ways in
which administrative and judicial review of
the decisions of the FCC may be secured,"
he said. "Legislative oversight, on the other
hand, means an attempt to determine
whether or not existing patterns of handling
individual cases are satisfactory, and, if
these patterns are found to be unsatisfactory,
whether this is due to the failure on the part
of the agency to observe the law or due to
inadequate provisions contained in these
laws."
Complaints have been voiced that the
FCC has been inconsistent "to the degree of
appearing arbitrary; that some commission-
ers in conducting Commission business have
failed to observe the ordinary rules of pro-
priety; that the communications industry
has taken over the Commission, and that
the Commission has not been diligent in
dealing with many communications prob-
lems concerning which Congress has del-
egated the Commission important powers,"
Rep. Harris said.
The Commerce chairman explained that
it is impossible for his committee to hold
hearings each year on every piece of leg-
islation it receives because of the commit-
tee's vast range of duties. "But let me make
it very clear," he stressed, "that this does
not mean that the committee is not follow-
ing closely all important developments in
each of these fields."
He promised the committee "shall exer-
cise continuous watchfulness over the exe-
cution of the laws by the administrative
agencies of government within the jurisdic-
tion of the committee. Some people seem
to have forgotten about this directive [Leg-
islative Reorganization Act of 1946] of the
Congress to each of the committees."
The Radio Act of 1927, the Communica-
tions Act of 1934 and the McFarland Act
of 1952 contain a minimum of restrictions
on broadcasters and place maximum re-
liance on the forces of compstition to bring
about a system of broadcasting which is in
the public interest, Rep. Harris told the
NARTB gathering. Since these acts were
passed, he continued, "the question is be-
coming more and more urgent whether the
forces of competition ... by themselves are
strong enough to produce the kind of radio
and television system which can best serve
the needs of the American people."
The three specific problem areas which
require the exercise of "legislative over-
sight," according to Rep. Harris, are net-
work operations, subscription television and
allocations. "I think the question before the
Congress today is whether the provisions of
the Communications Act are adequate to
deal with today's problems of radio and
television network broadcasting," he said.
Congress appropriated money for the
Barrow study to determine whether the
assumptions which guided the drafting of
the Communications Act are true today,
he stated. "Congress should determine to
what extent, if any, it must give up reliance
on the forces of competition to produce re-
sults in the public interest in the field of tele-
vision broadcasting and what additional
powers, if any, should be granted to the
FCC to counteract the concentration of
power now existing in the field."
Also required, he said, is an examination
to determine whether "the tremendous de-
velopments which have taken place in the
field of communications require a new
statutory approach to the problem of dis-
tributing available spectrum space among
governmental as well as private claimants.
Essentially, the FCC distributes among
broadcasters [and others] those frequencies
which are left over after the federal govern-
ment has had its pick of the spectrum for
her (sic) own use. . . ."
Rep. Harris said that there is a bill (HJ
Res. 381), introduced by Rep. William Bray
[R-Ind.], pending before his committee call-
ing for a commission to be established to
study the government's use of the spectrum.
(An identical bill is pending before
the Senate.) "The committee has not as yet
had an opportunity to hold hearings on
this resolution. However, the committee
must not only consider this resolution but
it must also, in the exercise of its legislative
oversight function," determine if enough
spectrum space is available for all qualified
users, he said.
He stated that future work of Congress
in these fields will be a case of "legislative
hindsight" rather than "legislative over-
sight." He put forth the suggestion that
"perhaps it would be desirable for the Con-
gress to limit, let us say for 10 years, the
period of time for which regulatory author-
ity would be granted to independent agen-
cies or executive departments.
"Such limitation might act as an auto-
matic reminder to the Congress . . . that the
Broadcasting
THIS
ISN'T
WHAT
YOU THINK
HARRINGTON,
RIGHTER
& PARSONS, Inc.
NEW YORK • CHICAGO
SAN FRANCISCO • ATLANTA • BOSTON
This "S.R.O." stands for what we give our stations
listed below —"Specialized Representation Only".
The uniqueness of each market— the individual character
of each station — the particular kind of job the station
delivers for a particular sponsor — that's where
Harrington, Righter and Parsons concentrates
manpower, time, skills and imagination. And — since a
specialized, tailor-made job takes more of these than
mass-produced run-of-the-mill representation —
we focus our energies by —
/. Restricting ourselves to the television medium
2. Representing a limited list of outstanding stations
3. Work ing for quality television stations that
appreciate what specialized representat'n" cav
do for them.
This is a simple, sound line of reasoning — and it works.
By delivering most to the few, Harrington, Righter
and Parsons today serves a group of eminent television
stations. Perhaps other stations who share this same
point of view would like to know more of the story.
television — the only medium we serve
WCDA-B-C ilbany WABT Birmingham WBEN-TV Buffalo
WJRT Flint WFMY-TV Greensboro/ W inston-Salem
WTPA Harrisburg WTIC-TV Hartford WDAF-TV Kansas City
WHAS-TV Louisville WTMJ -TV Milwaukee WMTW Mt. Washingto
WRVA-TV Richmond WSYR-T V Syracuse
Broadcasting
October 28, 1957 • Page 67
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Tom Welstead
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WCKY Cincinnati
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Jerry Glynn
400 N. Michigan Ave.
Phone: Mohawk 4-6555
SAN FRANCISCO
A M Radio Sales
Ken Carey
950 California St.
Phone: Garfield 1-0716
LOS ANGELES
A M Radio Sales
Bob Block
5939 Sunset Blvd.
Phone: Hollyw'd 5 0695
WCKY is your best buy!
GOVERNMENT continued
basic assumptions on which a grant of regu-
latory power to an agency is based must be
re-examined in the light of new develop-
ments. . . ." He recommended that the
expiration dates be staggered so that the
committee could make at least one major
oversight study during every session of Con-
gress.
"In the field of communications, I be-
lieve that the developments in the next 10
years are going to be infinitely faster yet
than developments that we have witnessed
during the preceding 10-year period. Con-
gress, therefore, and the Committee on In-
terstate & Foreign Commerce in particular,
cannot exDsct that its job will become any
easier with respect to communications legis-
lation," Rep. Harris said.
'Trafficking' At Issue
In Rounsaville Case
The FCC blew the whistle on the great
game of wheeling and dealing in station
sales last week. What will be the result de-
pends on the defense of the multiple broad-
caster whose latest sale and purchase has
been singled out as the test case.
Four commissioners last Wednesday voted
to send to multiple owner Robert W.
Rounsaville a McFarland letter indicating
that two applications to which he is a party
cannot be granted without the possibility of
a hearing. The applications, the Commission
said, raise the question of "trafficking."
The applications involved the sale by Mr.
Rounsaville of his WOBS lacksonville, Fla.,
to three local businessmen for $500,000,
and Mr. Rounsaville's purchase of WMRY
New Orleans, La., from Lester Kamin and
associates for $250,000. Both applications
have been pending FCC approval since
last August.
The FCC in its letter to Mr. Rounsaville
wrote that his previous transactions "raise
serious questions as to whether these pur-
chases and sales constitute 'trafficking' in
licenses rather than a desire to render a
broadcast service to the respective communi-
ties."
The Commission noted that since 1944,
Mr. Rounsaville has sold his interests in
eight radio stations and acquired interests in
others.
The action last week was taken by four
commissioners; Comr. John C. Doerfer
voted to grant the applications; Comr.
Frederick W. Ford did not participate, and
Comr. T. A. M. Craven was out of town.
Mr. Rounsaville acquired the Jacksonville
outlet in 1956 when he paid Southern Radio
& Equipment Co. $50,000 plus WWOK
Charlotte, N. C. Southern-owned WOBS,
and Mr. Rounsaville had put WWOK on
the air in 1955.
The issue raised by the FCC last week
was the first out-and-out question of traffick-
ing in licenses raised by the FCC against
a multiple owner in the postwar years. It
was noted that no question was raised in-
volving concentration of control or the mul-
tiple ownership regulations.
Other properties owned by Mr. Rounsa-
ville are WQXI Atlanta, Ga.: WLOU
Louisville, Ky.; WCIN Cincinnati, Ohio;
CONGRATULATIONS were in order for
Sylvester L. (Pat) Weaver following his
appointment to the Broadcast Advisory
Committee of the U. S. Information
Agency. The committee assists the Voice
of America by formulating recommenda-
tions for overseas radio and tv programs.
Members meet quarterly.
Pictured after Mr. Weaver's appoint-
ment were (1 to r) Howard S. Meighan,
vice president, CBS-TV, Western Div.;
Thad Holt Jr., radio-tv consultant to
VOA; Mr. Weaver; Dr. Mark A. May,
chairman of the committee and director
of the Institute of Human Relations of
Yale University; Nancy B. Chappelear,
executive secretary of the committee;
Jack W. Harris, vice president and gen-
eral manager, KPRC-AM-TV Houston,
Tex.; Donley F. Feddersen, Educational
Television and Radio Center, New York;
Henry P. Johnston, president and man-
aging director, WAPI, WAFM (FM)
and WABT (TV) Birmingham. Ala., and
Robert E. Button, director, VOA. Com-
mittee members absent from the picture
are Roger W. Clipp, vice president, Ra-
dio-Tv Div., Triangle Publications Inc.;
Joseph A. McDonald, assistant general
attorney, NBC; Robert T. Colwell, vice
president, J. Walter Thompson Co.; Ray-
mond F. Guy, manager, Radio & Alloca-
tions Engineering Div., NBC; Ralph N.
Harmon, vice president for engineering,
Westinghouse Broadcasting Corp.; Frank
L. Marx, vice president, ABC, and J. R.
Poppele, radio-tv consultant.
WMBM Miami Beach, Fla.; WIOK Tampa,
Fla., and WSOK Nashville, Tenn. All but
WQXI are Negro-programmed. Mr. Rounsa-
ville also holds permits for tv in Atlanta,
Louisville and Cincinnati.
Mr. Rounsaville entered broadcasting in
1941 when he acquired a 16% interest in
WGAA Cedartown, Ga. In following years
he acquired interests in stations in Tennes-
see, Florida and North Carolina.
Writers' Group Ineligible
For Tax Exemption, Says IRS
A non-profit organization is not exempt
from income taxes, if it is organized to make
money, the U. S. Internal Revenue Service
has ruled.
Mystery Writers of America, (which sup-
ply material for The Web on CBS-TV) has
been told by IRS it is ineligible for tax ex-
emption as a non-profit business league. The
published decision acknowledges that the or-
ganization's receipts from sale of radio-tv
rights and publication of its anthologies are
used for expenses. Nevertheless, the ruling
holds that the organization is "engaged in a
business through the publication of anthol-
ogies for profit and contractual arrange-
ments for radio and television programs,"
and therefore can't qualify for exemption.
High Court Rejects Daly Move
The U. S. Supreme Court has refused to
consider Lar Daly's petition to review his
long-standing request for free network time
in the 1956 presidential election campaign.
The splinter candidate on an "America
Page 70
October 28, 1957
First" platform was never able to get court
reversal of the FCC's previous rulings that
he was not a legally qualified candidate
under Sec. 315 of the Communications Act.
Audience Can Always Choose,
Lee Tells Laymen's Group
If a program on radio or tv is unpopular,
audiences can always turn to another sta-
tion, noted Comr. Robert E. Lee in a speech
before Chicago Council No. 182 of the
Knights of Columbus last week. "If there
is something really objectionable, write to
the sponsor, to the network, the station or
all three," he advised.
"Broadcasters should be reminded that
they are not to avoid intelligent program-
ming of social problems and controversial
matters," he told the fraternal order. ". . .
On the contrary, [broadcasters] should seek
out such programs to educate and inform
the listening and viewing public."
Comr. Lee cited the values of educational
television and the need for training students
in languages and the sciences. He brought
out "how real and close television has made
the political campaigns to the people these
past ten years."
Comr. Lee explained to his audience the
criteria by which the Commission selects
between station applicants. As for himself,
Comr. Lee pointed out that his belief is
"that an undue emphasis on entertainment
at the expense of service wastes the potential
of the medium, that a broadcaster owes it
to his audience to run his station as an
editor runs his newspaper."
Broadcasting
gentlemen
prefer
sports
in
Milwaukee
It used to be blondes, but WEMP has
changed all that! The male population here-
abouts is devoted to the Milwaukee Braves,
the Green Bay Packers and the University
of Wisconsin. They get play-by-play sports
year round on WEMP with the Voice of
the Braves, Earl Gillespie, at the microphone-
That means you stand a good chance of reaching
most of Milwaukee's breadwinners with
your message on WEMP . . . and at an
unusually low cost per thousand.
KEY ENTERTAINMENT STATION
SPORTS: Live Play-by-play Milwaukee
Braves Baseball; U. of Wisconsin Football
and Basketball; Green Bay Packer
Football; special sports events, I
11 sportscasts daily.'
BIG 7 RADIO PERSONALITIES:
Records round the clock . . . 2i hours
a day, seven days a week ...
32 NEWSCASTS DAILY: Gathered and
edited by 6-man WEMP news department.
from VP news mire, UP sporis\
wire, 2 mobile units, special state
correspondents, U. S. Weather
wire, Police and Fire Dept. radio,
regular daily telephone contacts, i
represented wherever you live by Headley-Reed
pkotogra-phy Niles Lauritzer i
October 28, 1957 • Page 71
GOVERNMENT continued
Judge Issues 'Show Cause'
To Radio-Tv Columnist
Federal District Judge Sylvester Ryan of
New York last week signed an order re-
turnable tomorrow (Tuesday), calling on
Marie Torre, New York Herald-Tribune
radio-tv columnist, to show cause why she
should not be held in contempt of court.
Judge Ryan's action followed a refusal
by Miss Torre in pre-trial examination to
reveal the source of an item printed in her
column last January concerning actress-
singer Judy Garland. Before signing the
order, Judge Ryan indicated the question of
privilege for newsmen should be reviewed
by higher federal courts, and counsel for
Miss Torre said he plans to "get the most
final and most adequate test of this ques-
tion by the highest court possible." Miss
Torre faces a sentence of 30 days in prison
if she is held in contempt of court tomorrow.
Last January, Miss Torre wrote an item,
quoting an unidentified CBS executive in
allegedly derogatory remarks about Miss
Garland. The latter sued CBS in U. S. Dis-
trict Court last March, asking $1,393,000
alleging breach of contract and libel and
citing Miss Torre's column as part of her
evidence. In pre-trial examination, Miss
Torre has declined to name the "unidentified
CBS executive" she quoted, claiming the
constitutional right of freedom of the press
gives a reporter the privilege to protect his
confidential sources of information.
Charity Ads Not Deductible
For Tax Purposes, IRS Says
Advertising space donated to a charitable
organization cannot be deducted from in-
come taxes as a contribution, the U. S. In-
ternal Revenue Service says in a ruling made
for a newspaper but applicable to all media.
To come within the deduction allowance
of the revenue code, IRS says, a contribu-
tion must be a gift of property. By publish-
ing free ads, a newspaper is not donating
property but "merely rendering a service,"
the government says in a ruling requested
two years ago and published last week. Key-
stone Printing Service Inc. (Waukegan [111.]
News-Sun and WKRS Waukegan) asked for
the official guidance.
Advertisements for charitable institutions
customarily are accounted for under operat-
ing expenses on income tax returns, IRS says.
This also applies to broadcast pre-emptions.
Half-Hour Conelrad Tests Set
In 16 Air Defense Divisions
A 30-minute Conelrad test will be con-
ducted in each of the 16 air divisions of the
Air Defense Command, the FCC announced
last week. The first test, from 1-1:30 a.m.
local time (all 16 tests are scheduled at this
same time), will be held Nov. 4 in the 29th
Air Div. (Montana, Wyoming and the
western parts of North Dakota, South Da-
kota and Nebraska). The final test, Jan. 13,
will cover the 30th Air Div. (southeastern
Great Lakes area).
Each participating station will be con-
tacted prior to the tests by the Federal Civil
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 1
Beaumont, Tex., ch. 6 (9-30-57).
AWAITING ORAL ARGUMENT: 8
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Cheboy-
gan, Mich., ch. 4 (6-21-57); Buffalo, N. Y.,
ch. 7 (9-13-57); Lubbock, Tex., ch. 5
(9-9-57); Mayaguez, P. R., ch. 3.
IN HEARING: 7
Alliance, Neb., ch. 13 (6-6-57); Greenwood,
Miss., ch. 6; Elk City, Okla., ch. 8; Ogden,
Utah, ch. 9 (7-3-57); Baton Rouge, La.,
ch. 18 (7-11-57); Elko, Nev., ch. 10 (7-11-
57); Beaumont-Port Arthur, Tex., ch. 12.
IN COURT: 10
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Portsmouth, Va., ch. 10; Miami, ch. 10;
Knoxville, Tenn., ch. 10; Boston, ch. 5;
Springfield, 111., ch. 2; Charlotte, N. C, ch.
9; Biloxi, Miss., ch. 13; New Orleans, La.,
ch. 4; Orlando, Fla., ch. 9; Indianapolis,
Ind., ch. 13.
Defense Administration. They are designed
to provide a training exercise for station
personnel, test equipment and give civil
defense personnel programming experience.
Doerfer Makes Strong Attack
On Protest Rule, Cites Abuses
FCC Chairman John C. Doerfer used
the ugly word "extortion" last week in re-
ferring to the abuses to which the 1952
protest (Sec. 309[c]) rule have been put.
"You know and I know," Mr. Doerfer
told a jampacked luncheon meeting of the
Federal Communications Bar Assn. in Wash-
ington, "that money passed hands."
In a strong plea to have Sec. 309(c) of
the Communications Act repealed- — a stand
he has maintained for the last several years —
Mr. Doerfer stated that the manner in which
Sec. 309(c) has worked would be a "fit sub-
ject for congressional investigation."
The protest rule, Mr. Doerfer said, has
involved 72 cases and has cost the govern-
ment almost $72,000 since Jan. 20, 1956.
This has involved 11,395 professional man-
hours and 5,596 of non-professional man-
hours on the part of the staff, and 1,300
professional manhours and 252 non-pro-
fessional manhours by members' staffs.
The gist of Mr. Doerfer's speech — his
first to the FCBA since he became FCC
chairman last July — was that the 1952
amendments, particularly the protest rule,
gave precedence to private rights over that
of the public. They have also served, he said,
to delay service to the public.
Michigan Firm Used False Ads,
FTC Examiner's Decision Finds
Michigan Bulb Co., Grand Rapids, Mich.,
cited in a 1955 complaint by the Federal
Trade Commission for false advertising on
radio and in other media, has been ruled
against by a hearing examiner.
The FTC examiner, whose initial decision
is subject to Commission action or appeal,
said that Michigan Bulb falsely advertised
its nursery stock. Rose plants offered by the
firm did not meet ad claims and in some
cases were immature and unlikely to sur-
vive or were dead, he said. The examiner
also called Michigan Bulb's refund offer
misleading. The firm, according to the FTC
official, does more than $1 million business
annually and uses the names, Dutch Bulb
Importers, Rapid Specialties Co. and Flower
of the Month, as well as Michigan Bulb Co.
WLOI Newsman Fined, Jailed
For Implying Court 'Collusion1
An Indiana radio newscaster was fined
and sentenced to jail by a county circuit
court last Wednesday after implying "col-
lusion" in a murder trial.
The newscaster, Jean LaGrange of WLOI
La Porte, Ind., was cited for contempt of
court after presenting a tape recorded inter-
view with Robert L. Johnston, charged with
killing a cab driver. Judge Harry Long,
La Porte Circuit County Court, fined Mr.
LaGrange $250 and sentenced him to 45
days in jail. Then he declared a mistrial.
Mr. LaGrange said collusion was suggested
involving the defense attorneys, prosecutor
and judge, and noted collusion in any in-
stance "is not ethical."
In the tape presentation the defendant re-
ported his counsel told him he could get a
suspended sentence if he would plead guilty
to manslaughter.
Federal Agencies Allowed to Buy
Advertising to Recruit Personnel
The Civil Service Commission last week
told federal agencies they may use paid
advertising to recruit scientists and engi-
neers. The move relaxes a long-standing CSC
prohibition of paid ads and comes as part
of a government effort to fill a shortage of
scientists and engineers.
The new policy will have limited applica-
tion to general circulation media, however,
because the Commission specified that ad-
vertisements are to be used in connection
with recruiting trips to localities. In addi-
tion, use of advertising will be limited by
funds available to government agencies un-
der present appropriations.
The total amount to be spent to recruit
government scientists and engineers is not
likely to be large, according to a commis-
sion spokesman, who estimated billings
would not amount to many thousands of
dollars for all agencies together. Guides to
the use of advertising will be issued by the
government.
Electronic engineers fall within the "ex-
treme shortage" category, CSC said.
Haggarty Asks FCC for Ch. 2
George Haggarty, owner of KPTV (TV)
Portland, Ore., last week asked the FCC
for permission to switch from ch. 12 to ch.
2 which recently was assigned to that city.
Mr. Haggarty bought KPTV from Storer
Broadcasting Co. last April for $1.89
million.
Page 72 • October 28, 1957
Broadcasting
STATIONS
NEW ALIGNMENT SET
FOR ST. LOUIS TV
• CBS buy of KWK-TV approved
• Ch. 11 assigned to 220 Tv
Three St. Louis television stations en-
gaged in a chess play last week and after
the moves are made this is the way the St.
Louis television situation will stand:
• CBS secured FCC approval to buy ch.
4 KWK-TV for an aggregate sum approach-
ing $4 million. The station will become
KMOX-TV.
• The FCC also approved the assignment
of ch. 11 to one of the three unsuccessful
applicants who had lost out to CBS in the
hard-fought, long comparative hearing.
• The St. Louis Globe-Democrat bought
25.2% of KTVI (TV) St. Louis, operating
under a temporary permit on ch. 2 in that
city.
The Commission approved the sale of
KWK-TV to CBS for approximately $4 mil-
lion. Comr. Frederick W. Ford abstained
from voting, and Comr. Robert T. Bartley
voted to send a McFaTland letter indicating
the necessity of hearing on the questions of
possible combination operation with other
CBS stations and whether any violation of
the multiple ownership rules are involved.
The ch. 4 sale involved $1.5 million for the
tv license and $2.44 million for the physical
properties. Radio stations KWK and WGTO
Haines City, Fla., are not involved. KWK
owns WGTO.
KWK-TV is owned by Robert T. Convey
and associates, 28%; St. Louis Globe-Demo-
crat, 23%; Elzey Roberts, 23%; KSTP Inc.
(KSTP-AM-TV St. Paul, Minn ), 23% and
about 20 St. Louis citizens, 3 % .
CBS also owns radio and tv stations in
New York, Chicago, Los Angeles; radio
outlets in St. Louis, San Francisco and Bos-
ton; tv outlets in Milwaukee and Hartford,
Conn.
The FCC also approved the assignment
of CBS's ch. 1 1 grant to 220 Television Inc.,
one of the three unsuccessful applicants for
that channel. Under the agreement among
the three applicants, 220 Television gives
each of the other two $200,000 in deben-
tures. The other two applicants for St. Louis
ch. 11 are St. Louis Telecasting (60%
owned by St. Louis U.) and Broadcast
House Inc. (former operator of ch. 36
KTSM-TV East St. Louis). All three had
appealed the ch. 11 grant to CBS. This
transaction, in which no consideration was
involved, terminates this litigation.
Comr. Ford asbtained from voting in the
ch. 11 matter.
Details of the St. Louis Globe-Democrat's
acquisition of 25.2% interest in KTVI (TV)
were spelled out in an amendment to
KTVI's application for ch. 2 in St. Louis.
Ch. 2 was allocated to St. Louis in the
first group of deintermixture cases. KTVI,
then on ch. 36, received permission to op-
erate on ch. 2 pending the outcome of com-
parative hearings for that vhf frequency.
Thus far KTVI and Louisiana Purchase Co.
(a group of St. Louisians) are the only ap-
plicants for ch. 2. Louisiana Purchase Co.
has appealed to federal court against the
Broadcasting
Commission's grant for KTVI to operate
temporarily on ch. 2.
According to the agreement between the
Globe-Democrat and KTVI, the Newhouse
newspaper will lend KTVI $360,000 and
pay $31,000 for 310,000 shares of common
stock. In addition the Globe-Democrat also
will take over two mortgages now held by
Harry Tenenbaum and Paul E. Peltason,
president and executive vice president re-
spectively of KTVI, amounting to $145,280.
The agreement provides that $160,000 of
the $360,000 will go to Messrs. Tenenbaum
and Peltason, with $200,000 going into the
KTVI's capital. The $160,000, it was noted,
will be considered partial payment on $795,-
500 due the two stockholders by the com-
pany. It was further agreed that no additional
payments will be made to the two stock-
holders on this obligation until the level of
the $279,951.91 working capital is raised.
The $360,000 loan is for five years, at 4%.
As a contribution to capital, Messrs. Ten-
enbaum and Peltason agreed to surrender to
the company 300 shares of 6% first pre-
ferred capital stock and 1,800 shares of 6%
second preferred capital stock. The two
stockholders also agreed to subordinate
their claims to the Globe-Democrat's loan.
The Globe-Democrat also received option
rights to purchase 100 shares of 6% first pre-
ferred capital stock for $10,000.
The Globe-Democrat transaction was
predicated on the Commission approving the
sale of KWK-TV to CBS. The Globe-Demo-
crat is a 23% owner of KWK-TV.
KTVI balance sheet as of Sept. 30 showed
total assets of more than $575,450, with
current assets listed at more than $142,750.
Current liabilities were given as $124,800;
fixed liabilities at $265,780; total indebted-
ness at almost $1,190,925 and deficit at al-
most $1,365,000.
Mr. Tenenbaum and Mr. Peltason each
own 614,500 shares of common stock, 150
shares of first preferred and 900 shares of
second preferred. Bernard T. Wilson owns
1,000 shares of common and the River-
side Insurance Co. owns 100 shares of first
preferred.
WGN-TV Issues Rate Card No. 16
A new rate card (No. 16), retaining the
basic rate structure but eliminating differ-
ences in charges for live and film or re-
mote programs and revising time periods,
has been announced by WGN-TV Chicago.
It became effective Oct. 1 . The Class A basic
rate ($1,800) will be maintained, along with
live program charges in all time categories.
Class A is changed from 8-11 p.m. to 8-10
p.m. daily.
WOAI-TV, KENS-TV to Build Tower
The Texas Tall Tower Corp., a joint con-
struction effort for the exclusive use of
WOAI-TV and KENS-TV San Antonio, has
been formed te erect a 1,531 -ft. television
tower and antenna 1 7 miles southeast of that
city by late 1958. Permission to build the
joint operation has been granted by all gov-
ernment agencies including the FCC and
the Washington Air Space , Panel. Corpora-
tion officers were selected from both WOAI-
TV and KENS-TV.
EQUIPMENT-TIME
BARTER OFFERED
• Would finance station gear
• Payment: its unsold time
Stations and equipment manufacturers
are being offered an opportunity to do busi-
ness with one another on a barter basis. The
instrument: A new corporation formed last
week in New York named Communications
Financial Corp.
CFC is the brainchild of Richard D.
Rosenblatt and Richard M. Firestone, the
two principals in the film-for-time bartering
organization, Time Merchants Inc. [Adver-
tisers & Agencies, Aug. 12]. While CFC
is a separate company, Messrs. Rosenblatt
and Firestone hold a "substantial interest"
in the new firm, which is headed by radio-tv
consultant Sol Cornberg, former NBC di-
rector of stations and plant planning and
designer of the NBC-TV Home and Today
studios in Manhattan.
Describing their new enterprise as a
"recession baby" (even though the project
has been in planning for three months),
CFC officers explain that they are allowing
local tv stations to modernize their plants
and replace their present equipment (the
latter estimated at $35-40,000 a year) at no
actual cash expense to the station or its
management. Equipment manufacturers,
having failed to "sell" station management
on color or mobile equipment, now may
approach these stations with a "new opti-
mism" based on the fact that the station
is eager to buy. The "negotiable" is the
station's unsold time, which is "gold" to
advertisers and agencies.
The new barter arrangement works like
that set up by TMI in regard to film syndi-
PRINCIPALS of Communications Financial
Corp. examine a mock-up model of the new
color camera installation at CFC's executive
offices in New York. L to r: Sol Cornberg,
president; Richard M. Firestone, vice presi-
dent; Richard D. Rosenblatt, treasurer.
cation, except that instead of collecting its
commission from the syndicator (10-15%),
TMI collects from CFC. Advertiser X ap-
proaches TMI through its agency with a
request for Y dollars worth of time in Z
market. TMI, already hip-deep in barter
deals and hard-pressed for time, brings the
advertiser together with CFC — in fact, ar-
October 28, 1957
Page 73
STATIONS CONTINUED
Our
cup
overfloweth!
"J=u
Our boys did it again!
This time three
Golden Mike Awards
from the Radio-TV
News Club of Southern
California. More than
any other L. A. radio
station received.
To Tom Harmon, CBS
Radio Pacific Network
Director of Sports, for
"Best Radio Sports
Reporting".
| To Carroll Alcott, KNX
Radio newscaster, for
"Best Radio News
Analyst".
I To KNX Radio Manage-
ment for "Support of
Most Aggressive News
Policy".
Yes, our cup over-
floweth. What CBS
News is nationally,
KNX News is locally—
the best there is!
If a news program is
your radio showcase,
you can't do better
than with KNX News.
The public thinks so
and the experts agree
— again !
REPRESENTED BY CRS RADIO SPOT «i«
ranges the signing of a contract between the
advertiser's agency and the equipment fi-
nancing organization. CFC, finding that one
of the stations desired by the advertiser
happens to be seeking new equipment at
the same time, offers to pay for this new
equipment if the station agrees to turn over
to TMI certain time segments. Upon agree-
ment, CFC gets billed by the equipment
manufacturer of the station's own choice
and pays at list price for whatever equip-
ment has been ordered. Explains Mr. Fire-
stone: "Unlike the film business, where a
piece of celluloid has a variable price,
equipment has a flat, going cost and there's
to be no haggling with manufacturers."
Mr. Cornberg maintains it is not his
firm's intention to bypass the manufacturer's
field representative nor to tell the station
which manufacturer to do business with.
"The station continues dealing with its reg-
ular supplier. . . . We merely pay the bills."
Nor will this direct approach cut into trade
paper advertising, according to Mr. Rosen-
blatt, who said: "Heretofore, equipment
manufacturers were competing among each
other for the station's attention, knowing
full well that the station could afford just
so much and no more. I predict more ad-
vertising now that the equipment dollar has
become bigger."
The greatest singular "blessing" of this
new scheme, says CFC, is that "the station's
value increases sharply without management
having to spend a cent." By leasing unused
time to an advertiser, the present owner of
a station may find that the price tag on his
property can be radically marked up, thanks
to new installation of equipment, CFC
claims.
Again, however, barter or no ("I don't
think the term 'barter' is exactly an apt
one," says Mr. Rosenblatt), the fact remains
that the station representative is still outside
looking in. But, says Mr. Rosenblatt, the
representative has no legitimate complaint
to offer. He notes that the representative is
paid by the station to sell time. If he cannot
do so and the station manages to move this
time directly, it is merely making up for
the representative's "failure." But "what
benefits the station benefits the represent-
ative, for now a rep has a better and more
fully equipped station to sell," he adds.
CFC executives declined to list the man-
ufacturers they say they have contacted and
effected agreements with, nor would they
divulge the "interested" stations with which
they are in negotiation for equipment. It
follows TMI's traditional refusal to spell
out its operations (estimated to affect 15
film companies, 55 advertisers and some 20
agencies), the reason being that "the agen-
cies might find themselves in a compromis-
ing position with the station representatives
should the extent of their (agencies') barter
activities be made known." Furthermore,
the agencies have asked TMI to be close-
mouthed, it was learned.
Meanwhile, TMI continues to expand
both in personnel and plans. Pierce Romaine,
a former Paul H. Raymer Co. vice president
and subsequently an executive at Avery-
Knodel Inc., both station representatives,
and with TMI since July, has been elected
a vice president of the firm. It also was
Page 74
October 28, 1957
learned that TMI plans shortly to enter the
fm radio programming barter field.
Katz Agency Sees Little Change
In Tv Station Discounts in Year
The Katz Agency, New York, station rep-
resentative, in its continuing study of tv rates,
concluded last week that station discount
structures generally have remained relatively
unchanged over the past year as have the re-
lationships among time classifications and
time units.
Conclusions are based on the Katz Agen-
cy's formulas for estimating spot tv budgets
which are published periodically. These will
appear in its Spot Tv Advertising Cost Sum-
mary No. 22, to be released shortly to adver-
tisers and agencies.
Based on the rate cards of a representa-
tive sample of 50 leading network affiliates,
these formulas show average discount per-
centages from the one-time rate for an-
nouncements and program units, the rela-
tionship among nighttime, daytime and late
night rates and among various time units.
In most instances there has been basically
no change, July 1957 vs. July 1956, Katz
reported. There are two possible exceptions,
it said. A slight increase in discounts for
6-12 announcements per week is indicated,
especially in the 1-12 weeks bracket. Accord-
ing to Daniel Denenholz, Katz's director of
research and promotion, this can be attrib-
uted more to the increased number of sta-
tions that have established weekly discount
plans than to any change in the discounts
themselves. (The percentage discounts shown
in the Katz Agency's formulas are an average
of all stations in the sample, including those
that do not offer discounts.)
The second possible exception is that there
has been a slight decrease in the ratio of
late-night rates (generally after 11:00 p.m.)
to those in prime time, Katz reported.
Lewis, Multiple Am Owner, Dies
Richard Field Lewis Jr., 50, head of
Richard Field Lewis Jr. Stations, died Oct.
18 in a Washington hotel. Death, attributed
to natural causes, came while he was on a
trip from his home
in Winchester, Va.
He was buried there
Oct. 21.
Lewis stations are
WINC-WRFL-FM
Winchester, WSIG
Mount Jackson,
WAGE Leesburg
and WFVA Fred-
ericksburg ( 60% ) ,
all Virginia; WAYZ
Waynesboro and
WHYL Carlisle,
both Pennsylvania, and WELD Fisher, W.
Va. Mr. Lewis also had an application pend-
ing before the FCC for a new am in Fred-
ericksburg, conditioned on disposal of his
interest in WFVA.
Survivors are Mr. Lewis' wife, Marion
Park Lewis; his sons John and David, both
in college, and Howard, Winchester high
school student; his mother, Mrs. Richard F.
Lewis, and a sister, Mrs. E. L. Anderson,
both of Oakland, Calif.
Broadcasting
MR. LEWIS
Know
Charlotte
by the
company
it keeps
Major distribution center
of the Southeast, Charlotte
records 1956 wholesale sales
at $1,327,633,000 * A
comparison with your selection
of the "first fifty markets"!
should result in an appropriation
for Charlotte. The record
also shows WBT Radio
exceeding nearest competition
in total audience by 711%
(NCS #2).
tStandard Metropolitan Area Population
''Source: Census of Business, Dept. of Commerce
(Pub. 1956)
Charlotte $1,327,633,000 • Birmingham
$1,202,769,000 • Louisville $1,191,095,000
• Columbus $987,909,000 • Richmond
$852,924,000
ft-*-.
Represented Nationally by CBS Radio Spot Sales
CHARLOTTE, N. C.
Jefferson Standard
Broadcasting Company
STATIONS CONTINUED
WFIL LETS JURY DECIDE ON MUSIC
• Novel panel rules against 'Top 40' songs format
• Station revises to standard, popular balance
An answer to one of broadcasting's im-
portant problems — how to give listeners the
type of music they want to hear — is sup-
plied by a new version of the audience jury
idea.
WFIL Philadelphia, after 25 years on
the air, is convinced its music formula was
all wrong and has completely reversed its
programming. In place of a steady diet of
ton-40 tunes, WFIL has shifted to a bal-
anced fare of popular and standard music.
The station feels it has uncovered a reliable
way of finding out what music it should
play for the audience it wants to reach.
"We spent months developing this re-
search technique," said Roger W. Clipp,
WFIL vice president-general manager and
head of the Triangle station group.
"We switched over just a fortnight ago
but already we're getting a lot of favorable
comments on our new music programming,"
said Jack Steck, WFIL radio operations
director.
"And we figure the switchover will soon
be reflected in time sales," added John W.
Scheuer Jr., director of public relations
and programming.
Mr. Clipp and his station executives had
been wondering for a long time if it made
sense to use record popularity lists as a
basis for their music programming. Sev-
eral of them spent weeks listening to radio
stations from one coast to another, talking
to managers and department
heads.
After evaluating the find-
ings, they came to several
conclusions. First, they de-
cided, lists of record hits are
unreliable since they can be
loaded by reporting stores
anxious to bolster sale of
slow-moving records. Second,
teenagers buy a heavy share
of records but spend only a
small amount of the house-
hold money. Third, this mi-
nor segment of the public —
and certainly not a typical
section — was in effect decid-
ing what music should be
performed on WFIL.
WFIL said that radio production had
slipped badly around the country in the
last decade and decided to make the broad-
cast day one continuous carefully pro-
duced show.
The audience jury idea was adopted as a
means of ending the teenage loading factor
in selection of music. Al Sindlinger, presi-
dent of Sindlinger & Co., was called in to
help develop a practical way of operating
an effective audience jury.
Out of their conferences came the WFIL
Music Preference Panel, consisting of 10
persons scientifically picked by the Sind-
linger firm. Since WFIL wanted a cross-
section of the public that would provide an
audience for music, the following types of
panelists were chosen: teenage high school
girl; unmarried female office worker; male
factory worker, married; housewife, mother
of primary school-age child; male factory
worker, supervisor; housewife, mother of
teenage daughter, male business executive;
grandmother; grandfather; retired man.
Date set for the first panel meeting was
Sept. 19. The Sindlinger firm, which inter-
views 1 ,200 persons a day all over the coun-
try, drew the names of panelists from its
own probability sample in the Philadelphia
area. "This provided a cross-section of their
problem — to find out what kind of music the
public wants to hear," Mr. Sindlinger said.
"This is not a cross-section of Philadelphia."
Sindlinger representatives called on two
panelists in each category, inviting them to
sit at the first judging session. One was to
be a voting juror, the second an alternate.
WFIL sent letters of invitation.
Up to this point, WFIL was satisfied it
had a good idea. But it realized the plan
required extreme care in selection of the
musical numbers to be played before the
jury. Toby DeLuca, WFIL music librarian,
developed a taped program comprising about
125 numbers of assorted types, using about
one minute of each selection.
Jurors were promised a gift — transistor
radio — for participation. Their three-hour
session Sept. 19 was tabulated the next day
and produced this basic formula — 60%
ter which numbers we should play than this
impartial jury," he said.
The tape recorder opened with "In the
Still of the Night," by the Fred Waring
orchestra, and in the first 15 minutes the
group had listened to everything from
"Teen Baby" to "I'm Gonna Sit Right
Down." Jurors had rating charts listing
number and name of selection, performer,
grading place (1 to 10) and time of day
best suited for broadcast.
A full hour after dessert had disap-
peared, the audition closed with No. 124,
"I Know Your Wig Is Gone," a race rec-
ord by T-Bone Walker. There had been
stompy arrangements of old standards, and
sweet arrangements of pops. At no time
was there any flagging of jury interest or
neglect of duty.
After it was over, Mr. Steck and the
jurors kicked the subject around for more
than a half-hour. A teenage girl wondered
why there weren't more instrumental num-
bers, especially piano solos. A business ex-
ecutive said his opinions were swayed by
arrangements. A young female office work-
er wanted more songs from hit shows and
classical music. A grandmother would have
liked Tennessee Ernie Ford. Several men-
tioned Lawrence Welk.
A factory supervisor said he didn't like
the station's musical-jingle announcements.
"Why don't you just have a good an-
nouncer tell me what's coming next?" he
asked.
Mr. Steck told the panel the two sessions
showed the jurors want music that puts the
A GROUP of 10 jurors and their alternates listened
three hours Tuesday evening as WFIL Philadelphia
played over a hundred musical selections. Jurors
marked their tastes on ballots. WFIL judges (top
rear, I to r): Donn E. Winther, program department;
Jack Steck, director of radio operations; Toby De-
Luca, music librarian, and John D. Scheuer Jr.,
director of public relations and programs.
popular, 40% standard. Not a single rock-
and-roll number appeared in the first 65
numbers, the ratings showed. Raucous and
progressive jazz arrangements made an ex-
tremely poor showing, as did country music
of hayseedy vintage.
WFIL was impressed. It overhauled its
music formula accordingly, a change that
fit neatly into the "Exciting New Sound"
format adopted recently for its news-public
service-music-special event' programming.
Last Tuesday a second jury met in a
hotel dining room, again with steak dinner
and gifts on the program. The 10 panelists
and alternates were briefed by Mr. Steck,
who explained what the station was trying
to do. "We feel nobody can advise us bet-
accent on melody and is listenable. They
want romantic music and often the arrange-
ment is more important than the particular
number, he said. Jurors laughed at novelty
tunes but voted them low ratings.
Tabulation of results Wednesday showed
the second panel wanted its music picked
this way: 60% standard, 40% popular.
"The results are highly significant from
a research standpoint," Mr. Sindlinger told
Broadcasting. Had the panels produced
opposite 70-30 or 80-20 results, he said,
the plan would have been shown to be im-
perfect.
Is the sample of 10 large enough? "This
is not just 10 names out of a telephone
book," Mr. Sindlinger explained. "The
sample appears to be adequate, judging by
Page 76 • October 28, 1957
Broadcasting
Omaha's Only
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are seen* on cJ^^siy 7
at 9:35 PM
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• Warners • RKO • 20th Century
• Columbia • Selznick
Take time to wind-up a complete sales
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Full minutes available now!
OMAHA WORLD-HERALD STATION
Eugene S. Thomas, Gen. Mgr.
* See the
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on actual >^ *• y 1 v
KE
comments.
basic
Yes ... be wise! When you buy
television in the great Golden
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Over 100,000 TV sets
Nearly $200,000,000 in Retail Sales
Power: Visual 100 KW
Aural 50 KW
Antenna Height 833' above
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STATIONS
CONTINUED
the two jury sessions. A panel of 300 might
have produced finer breakdowns, say 55-45.
but the 10-member group has provided the
desired information."
WFIL is delighted with its idea. A third
panel will be convened in about a month.
Meanwhile, the station is splitting its music
50-50 pops and standards. "The disc jockeys
love it," Mr. Steck said.
Favorites of Tuesday's panel were:
"'Diane," Sammy Kaye, with a 9.0 rating
out of a possible 10; "All the Way," Frank
Sinatra, 8.9; three with 8.8— "I'll Remember
Today," Patty Page; "Arrivederci Roma,"
Norman Luboff Choir; "Always," Sammy
Kaye; "Ivy Rose," Perry Como. 8.7; "1
Wonder Who's Kissing Her Now," Tommy
Dorsey, 8.6; two with 8.4 — "It's Easy to
Remember," Perry Como; "These Foolish
Things," Frank Sinatra; two with 8.2 —
"Moonlight Becomes You," Stanley Black;
"Take a Trip to Memory Lane," Ray
Charles Singers; three with 8.1 — "Star of
Love," Jo Stafford; "Serenade in Blue,"
Jack Pleis Orchestra; "Melody D' Amour,"
Ames Brothers.
W!CU (TV) Power Boost Near
Construction of a new tower and installa-
tion of new equipment, which will boost the
power of WICU (TV) Erie, Pa., from 30 kw
to 316 kw, is almost complete, according to
a report from the station last week. With
an air date planned for around Thanksgiving
Day, the ch. 12, NBC-affiliated station al-
ready has completed its 492-foot tower and
was scheduled last week to install its antenna.
The transmitter building is expected to be
ready for installation of new equipment on
or near Nov. 1 .
Stubblefleld Warns Tax Edict
Will Hurt Station Sale Prices
A station broker warned last week that
an Internal Revenue Service ruling against
tax write-offs for network affiliation con-
tracts would depress station prices.
William T. Stubblefleld, of Hamilton,
Stubblefleld, Twining & Assoc., said the
IRS ruling was of "gravest concern" to
broadcasters.
The IRS decree was issued last August
after Westinghouse Broadcasting Co. sought
to write off, over five years, a value of $5
million which it ascribed to the NBC-TV
affiliation it acquired with WPTZ (TV) Phila-
delphia in 1953. The revenue service as-
serted that the affiliation contract was an
intangible asset of unlimited life and hence
not depreciable [Lead Story, Aug. 26].
"None of us would doubt the value of a
network contract," Mr. Stubblefleld said last
week. "We can state first-hand of television
operations that have dropped one-half in
value upon the receipt of notice of disaffilia-
tion from a network.
"It occurs to us, therefore, that this present
approach by the government is based on
something less than knowledgeable facts
about our industry and industry practices."
If the ruling stands, he said, it could
affect the prices of both large and small sta-
tions. Mr. Stubblefleld made his remarks at
a joint meeting of the Mississippi Broadcast-
ers Assn. and the U. of Mississippi School
of Business Administration at Oxford. Miss.
TWO towers set off the finished home of KCMO-AM-FM-TV Kansas City. The
KCMO Broadcasting House, incorporating a new three-story addition to facilities
already in use, was dedicated at ceremonies Oct. 11. The stations held a reception and
banquet for more than 500 business and civic leaders and delegates to the NARTB
regional meeting then taking place in Kansas City. The host group included Fred
Bohen, president of Meredith Publishing Co., owner of the stations; E. T. Meredith,
vice president-general manager, Meredith Publishing; Karyl Van, also a Meredith
vice president; Payson Hall, Meredith radio-tv director, and Al Larson, assistant to
the radio-tv director. Guests included Harold Fellows, president and chairman of
NARTB; William A. Schudt Jr., vice president in charge of station relations, CBS
Radio Network, and William B. Lodge, CBS-TV vice president.
Page 78 • October 28, 1957
Broadcasting
(This is one of a series of full page ads appearing regularly in the NEW YORK TIMES)
I
■
Who could sell them
anything now... except
THE NATION'S VOICE
Strategy of Using Leading Radio Stations
Documented by Politz Research
Radio is the constant companion of the American people.
Radio— and only radio— follows your customers wherever
they go, reaches them while they are engaged in other ac-
tivities. Almost everyone is included in the huge daily
audience that listens to radio,
These unique characteristics of radio are dramatically docu-
mented by a continuing series of studies conducted by Alfred
Politz research. These strengths, coupled with the important
finding that the radio audience is highly selective in its choice
of stations, is the foundation of the new advertising strategy
called The Nation's Voice.
The strategy of The Nation's Voice concentrates on just 48
selected stations out of the 3,000 now broadcasting. These
are stations located in the important population centers.
They reach the greatest number of adults. They command
to an extraordinary degree the trust and respect of then-
listeners. These stations have earned that respect through
outstanding public service, reliable news, highest broadcast
standards. Their impact is personal and it goes deep.
These facts have been confirmed again and again. There arc-
seven separate Politz studies now available. Five of these
present complete data for divergent markets served by in-
dividual great stations. The sixth, recently released, develops
a composite of four great stations in Upstate New York.
Now the latest study, conducted nationwide, adds new de-
tailed information both on radio and on the reach and
values of The Nation's Voice strategy.
Whatever you are selling to the nation — consider The
Nation's Voice. Whether your appropriation is $25,000 or
runs into millions, it will pay you to investigate this new
and important way of using radio. Call the nearest Christal
Office.
FIRST ON EVERY LIST ARE THESE 18 GREAT RADIO STATIONS
WBAL Baltimore
K0A Denver
KTHS Little Rock
WTMJ Milwaukee
Represented Nationally by
WAPI Birmingham
WJR Detroit
KFi Los Angeles
WHAM Rochester
^tNl ' Fac,
WGY Schenectady KWKH Shreveport
WBEN Buffalo
WTIC Hartford
WHAS Louisville
WSYR Syracuse
WGAR Cleveland
WDAF Kansas City
WCKR Miami
WTAG Worcester
HENRY I. CHRISTAL COMPANY, INC
NEW YORK • CHICAGO • DETROIT • BOSTON • SAN FRANCISCO • ATLANTA
STATIONS CONTINUED
A SEMIANNUAL managerial meeting was held in Dallas last week by George Boiling
& Co., station representative. Taking part were (seated, 1 to r): Dick Swift, New
York; George Boiling, president; Robert Boiling, Chicago. Standing, Bill Boiling III,
Los Angeles; Dick Keating, Boston; John Coy, San Francisco; John Stebbins, Chicago.
WIND Relinquishes Broadcasts
Of Cubs' 1958 Games to WGN
Westinghouse Broadcasting Corp.'s WIND
Chicago has relinquished 1958 Cubs base-
ball radio rights to WGN "in order to
maintain an uninterrupted service of music
and news," according to a joint station and
club announcement Oct. 16.
The "mutual agreement" was announced
by Ward L. Quaal, vice president and gen-
eral manager of WGN Inc. (WGN-AM-TV);
Ralph Atlass, general manager of WIND,
and Philip K. Wrigley, president of the
National League club. It gives WGN radio
exclusive rights to all Cubs home and road
games next year in addition to an earlier
jlong-term pact covering 1959 to 1963.
WGN-TV has televised all Cubs' and Sox'
home daytime-games the past 10 years.
WOR-TV, Phillies Discuss
Telecasts for New York Area
WOR-TV New York was reported last
week to have reached tentative agreement
with the Philadelphia Phillies baseball team
to telecast 78 games next season in the
New York area. It is understood the station
has agreed to pay the Phillies more than
$600,000 for the rights.
Though officials of the station and the
ball team would not comment on the prog-
ress of negotiations, they confirmed that
talks are in the final stages. It was learned
from a source close to the negotiators that
the agreement must remain tentative until
it has been approved by other baseball clubs
in the National League, the baseball com-
missioner's office and the New York Yan-
kees. He pointed out that a schedule must
be devised that will not conflict with games
played by the Yankees at home. The nego-
tiations are being conducted by Gordon
Gray, vice president and general manager of
WOR-TV, and Robert Carpenter, president
of the Phillies.
It is understood that at least one-quarter
of the telecast schedule will be devoted to
games played by the Phillies outside of
Philadelphia. WOR-TV is particularly in-
terested in carrying the games of the Dodgers
and the Giants when they visit Philadelphia
since these teams, now on the West Coast,
will not be on exhibition for New York
fans next season. WOR-TV carried the
Brooklyn Dodger games eight seasons.
ASCAP Enters Two Suits
Against WMID Atlantic City
Six members of ASCAP in two separate
suits filed last week named Mid-Atlantic
Broadcasting Co., owner of WMID Atlantic
City, N. J., for allegedly performing songs
without authorization. In one suit the songs
involved are: "Anything Goes," by Cole
Porter (plaintiff, Harms Inc.) and "In a
Shanty in Old Shanty Town," by Joe Young,
Little Jack Little and Ira Schuster (plaintiff,
M. Witmark & Sons).
In the second suit the songs involved are:
"Ain't Misbehavin'," by Thomas (Fats)
Waller, Andy Razaf, and Harry Brooks
(plaintiff, Mills Music Inc.). "Away All
Boats" from the motion picture of the same
name, by Lenny Adelson, Frank Skinner
and Albert Skinner (plaintiff, Northern
Music Corp.); "Hell's Bells," by Art Kassel
(plaintiff, Leo Feist Inc.), and "Too Close
for Comfort," from the Broadway musical
"Mr. Wonderful," by Jerry Bock, Larry
Holofeener and George Weiss (plaintiff,
Laurel Music Corp.).
The plaintiffs are asking the U. S. District
Court for the District of New Jersey to re-
strain WMID from publicly performing the
songs in the future and to award damages
of not less than $250 for each unauthorized
performance together with court costs and
attorneys' fees.
\ \ 1/
xiri
Shooting for your budget!
Wcue
is Number 1
in Akron!
Between 8 a. m. and 5 p. m. daily, WCUE delivers
more listeners for your ad dollar lhan any other
Akron station. (In all other periods, just a whisker
away from first.)*
See your JEPCO Man for details ... or call WCUE
Sales Veep, Jack Maurer, FRanklin 6-7114.
*Cost per thousand study based on Pulse, July 1957
The ELLIOT STATIONS
great independents • good neighbors
TIM ELLIOT, President
Akron. Ohio - WCUE / WICE - Providence. R I
National Representatives The John E. Pearson Co.
Page 80 • October 28, 1957
Broadcasting
Boston's most
imitated radio
station:
Radio Boston
Now the standard
of comparison
Keep your eye on these Plough, Inc., Stations:
Radio Baltimore
WCAO
Radio Chicago I Radio Memphis
WJJD I WMPS
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.
NEW YORK CHICAGO LOS ANGELES BOSTON
ATLANTA SAN FRANCISCO SEATTLE
Broadcasting
October 28, 1957 • Page 81
STATIONS CONTINUED
THE BIG (2)
IN
TULSA
Tulsa's industrial expansion tops every
key industrial market in the nation.
Tulsa ranks 2nd in the nation in per
capita ownership of personal automo-
biles.
NEW MARKET DATA
Tulsa's population is increasing at the
rate of 3,000 families per year ■ — 8th
fastest growing city in America.
The "Eyes of Oklahoma"— KVOO-TV
— are focused on a billion dollar
market. When you buy KVOO-TV
you see results. Buy now . . . see better
profits.
FOR CURRENT AVAILABIL-
ITIES CONTACT ANY OFFICE
OF BLAIR TELEVISION ASSOCIATES
CHANGING HANDS
Sales Announced
All subject to FCC approval
WHAR CLARKSBURG, W. VA.
Sold by George F. Wilson and son to
Mason D. Deaver and wife for $155,000.
The Wilsons are applicants for New Bed-
ford. Mass., ch. 6. The Deavers recently
sold WPUV Pulaski, Va. WHAR is on
1340 kc with 250 w. Broker: Blackburn &
Co.
WEAR PENSACOLA, FLA.
Sold by Gulfport Broadcasting Co. to
Florida Radio & Broadcasting Co. for $112,-
500. Gulfport Broadcasting is retaining
WEAR-TV. Edward J. Oberle, president of
Florida Radio & Broadcasting, owns WIVY
Jacksonville, Fla. WEAR is on 1230 kc
with 250 w. Broker: Paul H. Chapman Co..
Atlanta.
WMMB MELBOURNE, FLA.
S?venty per cent interest sold by Mrs.
Erna Bessler (widow of Louis Bessler) to
Harlan Murrelle and associates for $102,-
000. Mr. Murrelle is president and 20%
owner of WOND Pleasantville, N. J.
WMMB is on 1240 kc with 250 w. Broker:
Paul H. Chapman Co., Atlanta.
Approved by FCC
KQV PITTSBURGH
Sold to American Broadcasting-Para-
mount Theatres Inc. by Earl F. Reed and
Irwin D. Wolf Jr. for about $700,000. AB-
PT owns WABC-AM-FM-TV New York;
WLS (50%), WENR-FM and WBKB (TV)
Chicago; KGO-AM-FM-TV San Francisco;
KABC-AM-FM-TV Los Angeles, and
WXYZ-AM-FM-TV Detroit. Comr. Bartley
dissented. KQV is on 1410 kc with 5 kw.
KRMG TULSA, OKLA.
Sold to Meredith Engineering Co. by
Western Broadcasting Co. for $500,000.
Meredith owns KCMO-AM-TV Kansas
City, Mo.; KPHO-AM-TV Phoenix, Ariz.;
WOW-AM-TV Omaha, and WHEN-AM-
TV Syracuse, N. Y. Comr Bartley dissented.
KRMG is on 740 kc with 50 kw.
WVDA BOSTON
Sold to WING Dayton, Ohio, by Vic
Diehm Assoc. Inc. for about $252,000.
WING's president, Charles Sawyer, was
Secretary of Commerce under former Pres-
ident Truman and has interests in WIZE
Springfield and WCOL-AM-FM Columbus,
both Ohio, and WKLO-AM-TV Louisville,
Ky. Comr. Bartley dissented. WVDA is on
1260 kc with 5 kw.
WOKE OAK RIDGE, TENN.
Sold to Arthur D. Smith Jr. by Air Mart
Corp. for $64,000. Mr. Smith has interests
in WMTS Murfreesboro, WZYK Cowan
The track record on station transfers
and WDEH Sweetwater, all Tennessee.
Carter M. Parham, an associate of Mr.
Smith in the WOKE purchase, has an in-
terest in WDEF-AM-TV Chattanooga.
Comr. Bartley dissented. WOKE is on 1 290
kc with 1 kw.
KWFT WICHITA FALLS, TEX.
Sold to F. L. and Geraldeane J. Whan.
Ben Ludy and others by Kenyon Brown for
$300,000 [Government, Oct. 7]. KWFT
is on 620 kc with 5 kw.
WFMF (FM) CHICAGO
Sold to Music Services Inc. from Func-
tional Music Inc. for $125,000. Music Ser-
vices is owned by Maurice, Lois, Jerome
and Lucille Rosenfield. WFMF is on 100.3
mc with 33 kw.
KWK-TV ST. LOUIS
Sold by present owners (Robert T. Con-
vey and associates. 28%; St. Louis Globe-
Democrat. 23%; Elsey Roberts, 23%;
KSTP Inc.. 23%, and 20 St. Louis residents,
3%) to CBS for total of $4 million. This
is part of arrangement whereby CBS gave
its ch. 1 1 grant to unsuccessful applicants
for that channel (see below). Comr. Bart-
ley dissented and Comdr. Ford abstained.
KMOX-TV ST. LOUIS
Transferred by CBS to 220 Television
Inc. No consideration. Debentures in amount
of $200,000 each being issued by 220 Tele-
vision Inc. to St. Louis Telecasting Co.
(owned 60% by St. Louis U.) and Broad-
cast House Inc.. former operator of ch. 36
KSTM-TV East St. Louis, 111. Comr. Ford
abstained.
Services Held for Allen
Funeral services were held Oct. 21 for
Edward A. Allen.
president-26% own-
er of WLVA-AM-
TV Lynchburg, Va.
Mr. Allen died Oct.
19 after a long sick-
ness. He was a for-
mer president of the
Lynchburg Chamber
of Commerce and
held offices in broad-
casting trade associ-
ations. He and his
brother Philip P.,
MR. ALLEN
Page 82 • October 28, 1957
who survives, founded WLVA in 1930. Mr.
Allen's wife, Catharine Callum Allen, and a
sister, Mrs. J. P. Read, both of Lynchburg,
also survive.
WCHS-TV Carries Teachers' Meet
WCHS-TV Charleston, W.Va., cooperated
with Kanawha County schools yesterday
(Sunday) to present the area's first tv teach-
ers' meeting. L. K. Lovenstein, superintend-
ent of county schools, and his staff dealt
with report cards, classes and projects. Harry
Brawley, director of public affairs, WCHS-
AM-TV, coordinated the program.
Broadcasting
2 EXCITING
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featuring top Hollywood
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of 52 full-hour features-
romance, mystery and
comedy. And the top
adventure hits offer 13 fast-
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featuring action in all corners
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LCLDr
Distributors for Associated Artists H Productions Corp.
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9110 Sunset Blvd., CRestview 6-5886 LOS ANGELES
STATIONS CONTINUED
A ^PCT I I Pkf C"C^ Newsworthy News Coverage by Radio and Tv
MOSCOW — Clearance with the Kremlin
took three days, but WDXB Chattanooga,
Tenn., had its man when it got Soviet head
Nikita Khrushchev on the telephone Oct.
18. Don Reamer, news director of WDXB,
shot 22 questions at the Red leader and got
replies that were variously frank, evasive,
congenial and irritated, the station says. A
new world war is not imminent, Mr. Khru-
shchev said, since "we will make everything
possible to avoid it." Asked the Russian
view of the U. S. southern school integra-
tion problem, Mr. Khrushchev said, "Reac-
tion was not very favorable, as you would
understand."
Earlier this month, News Director Pat
McGuinness of KFWB Los Angeles broad-
cast live a telephone interview of Radio
Moscow's Alexander Stefav. He said the
Russian Earth satellite was created primarily
as a scientific venture, not a military one.
Setting up the interview took two days,
KFWB says. Limited telephone facilities
were blamed for the delay.
CLEVELAND — WERE here claims it
knocked over another sound barrier when
it broadcast an air-to-ground telephone in-
terview Oct. 17. To bring in a plane flying
near Milwaukee, the WERE call was
patched in to Chicago (aviation telephone
nerve center). The airborne interviewee was
Arthur Runft, who, according to his inter-
viewer, WERE Program Director Sam El-
ber, perfected air telephone equipment. The
two discussed using the flying phone booth
for general news coverage — including inter-
views of flying political campaigners. Thanks
to an especially-designed microphone,
WERE reports the sound quality was clear.
SEATTLE — Arriving on the scene within
minutes of a murderer's confession that he
killed his wife, Herb Robinson, news edi-
tor of KOMO-TV Seattle, got the killer to
repeat main points for the sound camera.
The film, shot at noon, was aired on the
KOMO-TV's 6:30 p.m. Deadline News
show and again in the evening, marking
an exclusive film story, it was reported.
PHILADELPHIA — WFIL reunited a father in
New Britain, Conn., and his son, in Phila-
delphia, in a three-way telephone hookup.
The father had conducted a phone search
for his son when he heard reports that led
him to believe the youth had been killed in
an auto accident. An on-the-air telephone
interview with the father led to a Philadel-
phia contact that produced the son. WFIL
had phoned all over the East, trying to
find out if there had been an accident. The
youth had been asleep all the while.
NEW YORK CITY — WOR used a battery of
mobile units, walkie-talkie and a flying
studio, plus studio-originated programs, to
cover the one-day visit of Queen Elizabeth
and Prince Philip. Columnist Dorothy Kil-
gallen had been with the Queen's entourage
since her arrival in Canada, making exclu-
sive reports to WOR. John Wingate was
stationed on lower Broadway, Bob Garrity
was on the ferry ride, Henry Gladstone at-
tended the luncheon in her honor, and other {
reporters operated from mobile units to J
cover the busy Queen's activities.
LOS ANGELES — At 5:08 p.m. Wednesday
KTTV (TV) gave its viewers an unscheduled
look at the sputnik satellite shell, said to be
the first live pickup of its kind. An alert
remote crew, waiting at International Air-
port to cover the arrival of Walter O'Malley
and his Dodgers staff in Los Angeles, saw
the satellite shell appear suddenly on the
horizon minutes before the plane. They
panned the camera skyward to pick up the
sputnik shell, confirmed the picture quality
as suitable for airing and cut into a KTTV
studio program to follow progress of the
shell for about 90 seconds before the picture
was lost.
WSTV Inc. Buys 50% Interest
In Colmes-Werrenrath Firm
WSTV Inc., operator of the Friendly
Group radio and tv stations, announces it
has acquired 50% interest in Colmes-Wer-
renrath Productions Inc., Chicago producers
of radio-tv commercials and industrial and
educational films. Considerations in excess
of $100,000 reportedly were involved in
the transaction.
The companies will operate from 52
Vanderbilt Ave., New York, and 540 N.
Lake Shore Dr., Chicago. They also will
have studios in Glenview, 111.
Walter Colmes will continue as presi-
dent of C-W and Reinald Werrenrath Jr.
as executive vice president. Jack Berkman,
WSTV Inc. president, will be board chair-
man of the company, and John J. Laux
and Fred Weber will be vice presidents.
The companies report that C-W will con-
tinue to handle all types of business, "but
at the same time (the transaction) will enable
Friendly Group stations to provide a more
integrated, more complete film and com-
mercials service for sponsors."
PICTURED fust after the contract signing at
which WSTV Inc. acquired 50% interest in
Colmes-Werrenrath Productions are (I to r)
Walter Colmes, C-W president; Jack N.
Berkman, WSTV Inc. president, and Carl A.
Weinman, secretary-treasurer of the stations.
Devotional music
e-x-c-e-l-s
in the big
"R" SECTION
of the
SESAC
Transcribed
Library
• Inspiring hymns, carols, sacred
melodies, anthems and re-
ligious songs.
• Non-denominational scripts.
• Informative program *notes.
• All at its best at low monthly
fees.
Write, right now .
SESAC INC.
The Coliseum Tower
10 Columbus Circle
New York 19, N. Y.
Page 84 • October 28, 1957
Broadcasting
WDSM-TV
COVERAGE DATA
WDSM-TV new tower
1,010 feet above average ter-
rain, 2,049 feet above sea
level.
Population 638,800
Households 193,370
Retail Sales 649,905,000
Consumer Spendable Income
894,880,000
Source— 1957 SRDS
Consumer Markets
Number TV Homes 147,876
Source — Television Magazine
(new tower completed)
. . . Covering the Tri-State Area
in the nation's three billion dol-
lar market! Plus new money
. . . one-half billion for taconite
mining! Plus seaway . . . mil-
lions proposed! Get your share
and more in this rich, fast-
growing television market using
WDSM-TV . . . maximum pow-
er (100,000 watts) . . . greatest
coverage . . . exclusive remote
truck . . . studios (both Duluth
and Superior).
NBC
ABC
WDSM-TV^6
CLARENCE (DUKE) TULLY
General Manager
CARLO M. ANNEKE
General Sales Manager
PETERS, GRIFFIN.
WOODWARD. INC.
National Representative
BULMER & JOHNSON. INC.
Regional Representative
Broadcasting
October 28, 1957 • Page 85
STATIONS
CONTINUED
no
guessing
game
you simultaneously
cover the rich West Texas Audience
ith West Texas Television Network — over
272,362 sets with
One economical
purchase.
KDUB-TV
LUBBOCK, TEXAS
K PAR-TV
ABILENE - SWEETWATER
KEDY-TV
BIG SPRING, TEXAS
NATIONAL REPRESENTATIVE, THE BRANHAM COMPANY
NEW WISN-AM-TV CENTER DEBUTS
A two-hour program Oct. 20 formally
dedicated WISN-AM-TV Milwaukee's
new Radio-Tv broadcast center. WISN-
TV, an ABC affiliate, started telecasting
from the new building in August; radio
facilities will move to the center later
this year.
Speakers included C. B. McCabe, pub-
lisher of the New York Daily Mirror and
vice president and director of the Radio-
Tv Div. of the Hearst Corp., licensee of
WISN-AM-TV; D. L. Provost, vice presi-
dent of the Radio-Tv Div.; lohn B. Soell,
vice president and manager of the WISN
Div. of the Hearst Corp.; Rev. Edward
J. O'Donnell, S.J., president of Marquette
U., and Frank P. Zeidler, mayor of Mil-
waukee. During the ceremony, documents
were placed in a WISN "time capsule"
to record the event.
The $1,250,000 center is a two-story
building of cream and light green col-
ored brick, extruded metal and glass
(see above). It can accommodate com-
plete color equipment. Facilities for the
transmission and reception of micro-wave
signals for remote telecasts are on a roof-
top penthouse.
Inside, studios are equipped with light
fixtures mounted on a system of sliding
bars and pantagraph hangers, a first for
midwest tv, according to the station. Sets
and backdrops have been designed for
easy use and storage. Separate "day" and
"night" studios have been planned. A
client's room has equipment for movies,
black-and-white and color tv, and radio
monitors as well as an overall view of
the studios.
STATION MANAGER John B. Soell adds
a document to the WISN "time capsule."
Taking part in the ceremony are (I to r)
Mr. Provost, Mayor Zeidler and John T.
Wilner, Hearst Corp. vice president in
charge of engineering.
WTSP Series Heard in Schools
WTSP St. Petersburg, Fla.. reports 90%
acceptance of its daily Conversational
Spanish program for classroom use in the
schools of Pinellas and Hillsborough coun-
ties by teachers of the fourth, fifth and sixth
grades. The course is taught each morning at
9:15 a. m. by public school teachers and is
heard by more than 20,000 pupils in addi-
tion to regular WTSP listenership. School
manuals are furnished both groups.
STATION SHORTS
KFKF Bellevue, Wash., announces Dec. 1
as target date.
WXHR-FM Cambridge, Mass., announces
new rate card which includes increases up
to 35%.
WCBI-TV Columbus, Miss., announces that
it has signed on full-time operation from
7 a.m. to 12 midnight on weekdays, 9 a.m.
to 11:30 p.m. on Saturdays and 12 noon
to 12 midnight on Sundays.
Radio Hawaii Inc. announces that, effective
Oct. 14, KIPA Hilo, was linked with KPOA
in Inter-Island Network.
REPRESENTATIVE APPOINTMENTS
WXHR-FM Cambridge, Mass., names Fm
Unlimited.
WNLC New London, Conn., names Kettell-
Carter, Boston, as its New England repre-
sentative.
WCBI-TV Columbus, Miss., appoints James
S. Ayres Co.. Atlanta, as its southern rep-
resentative.
Page 86 • October 28, 1957
Broadcasting
NO.H SALESMAN
of
it***'
re*"'
of
I
\ c*^
Represented by
IE KATZ AGENCY, INC.
NO. 2, IN RATINGS!
TOPS AGAIN IN SEPTEMBER! In 4-station Detroit,
here's the way WJBK-TV rated on TOP ONCE-A-
WEEK SHOWS:
7 OUT OF 11 (Sept., 1957 ARB)
14 OUT OF 17 (Sept., 1957 PULSE)
NO. ID, WITH VIEWERS!
The station they tune to most regularly, not only in
Detroit, but all over Southeastern Michigan. Most wel-
come guest in 1 ,700,000 TV homes . . . 900,000 in metro-
politan Detroit, plus 800,000 outside Wayne County in
such heavily populated areas as Flint and Port Huron.
LET CHANNEL 2 DO THE SELLING FOR YOU IN
THE NATION'S 9 BILLION DOLLAR 5TH MARKET!
WJBK-TV
CHANNEL
ETROIT
MAXIMUM POWER . . . 100,000 watts, 1,057-ft. tower
COMPLETE STUDIO FACILITIES FOR LOCAL PROGRAMMING IN FULL COLOR
TOP CBS AND LOCAL PROGRAMS
MANUFACTURING
RCA SHOWS COLOR VTR MODEL
• Firm making prototypes; hopes for early '58 delivery
• Observers impressed by quality, adaptability factors
An improved system of color television
tape recording that seemed to have all the
earmarks of commercial readiness was dem-
onstrated last week by RCA, which said it
expects to have the equipment in production
by the end of next year.
Officials said they hoped to announce
"definitive" delivery dates and prices in the
near future. In addition to the one used in
the demonstration, several prototype re-
corders are now under construction and
authorities expressed hope that delivery of
the first of these may be made during the
early part of 1958.
The demonstration, held for newsmen
last Monday, was the first showing of the
system in its new form, and RCA officials
reported later that it was followed by a
surge of interest from prospective buyers.
Observers at the demonstration — which
consisted of playbacks of taped portions of
several color shows carried by NBC-TV
over the preceding weekend — found the
color quality of the recordings uniformly
good. There was no dissent when RCA offi-
cials said they regarded the recordings as
"considerably" superior to kinescopes, and
indeed, the consensus afterward was that
RCA would have been justified in calling
them "far" superior.
The recordings, which included portions
of the Illinois-Minnesota football game and
excerpts from the Perry Como, Hit Parade
and Steve Allen shows, also came through
sharply when reproduced on a black-and-
white receiver placed alongside the color
set. The pictures were relayed from RCA's
Camden studio to the demonstration site
in New York via a combination of coaxial
cable and microwave circuits just as they
would be relayed to a tv station.
Theodore A. Smith, executive vice presi-
dent, RCA industrial electronic products,
hailed the new system not only as "practi-
cal" but also as "a major engineering
achievement of incalculable benefit to the
economy, efficiency and flexibility of color
tv broadcasting."
Labeled a "progress report," the dem-
onstration was a follow-up to RCA's experi-
mental demonstration of black-and-white
recording in December 1953. And in more
ways than the quality of the reproductions
it showed the progress that had been made.
As demonstrated four years ago, the
system recorded along the length of the
tape. The tape was half-inch wide and moved
at 30 feet per second, and it took a reel 17
inches in diameter to hold the tape of a
four-minute program. The system demon-
...its words
to the wise
are sufficient
"During the last two
years, TelePrompTer
has become such an im-
portant part of our op-
eration that we depend
upon it almost as much
as our cameras and
microphones. It would
be difficult to get along
without it".
Mr. Douglas B. Grant, Jr.
Vice Pres. —TV Operof/ons
WMT-TV
Cedar Rapids, Iowa
Performers gain complete freedom
from unflattering cue-card positions
with TelePrompTer.
CORPORATION -——
Jim Blair, Equip. Sales Mgr.
311 West 43rd Street, New York 36, N. Y., JUdson 2-3800
The new TelePro 6000 makes all other
rear screen projectors obsolete.
RCA's color vtr prototype is examined
by Theodore A. Smith (r), executive vice
president of RCA industrial electronic prod-
ucts, and Dr. George H. Brown, chief en-
gineer of industrial electronics, at the firm's
Camden, N. J., broadcast engineering studio.
strated last week used two-inch-wide tape,
recording was diagonal. The tape moved at
15 inches per second — the speed employed
in standard sound tape recording systems —
and a HV2 inch reel would hold an hour
of programming.
Asked whether the recently signed ex-
change of video-tape patent licenses between
RCA and Ampex Corp. figured in the
equipment being demonstrated, Mr. Smith
replied that he "couldn't say" about that,
but said the two systems — Ampex' for
black-and-white, RCA's for color — are
"compatible." Ampex has given no report
on its progress toward development of a
recorder for color.
Regarding cost, Mr. Smith could say
only that it would be "somewhat higher"
than the Ampex black-and-white units but
that "we hope very much" that it will be
under $100,000 (the figure used by a ques-
tioner). Ampex has put the price of its
black-and-white production models, due for
delivery about November, at $46,000 [Man-
ufacturing, Oct. 14]. These units, according
to Ampex, will include new features per-
mitting (1) interchangeability of tapes
among all production units, and (2) editing
of tapes without loss of the synchroniza-
tion pulses.
RCA said its color recorder includes an
erasing mechanism which permits editing,
and that although thus far in all video tape
recording it has been necessary to play the
tape on the same machine that recorded it,
"interchangeability" is of course the goal.
Mr. Smith said the color recorder also
could be used to tape in black-and-white,
but that RCA emphasis, at least at first, is
on color.
Mr. Smith noted that "the ability to cap-
ture full-color action pictures on tape, as
music and sound are now tape recorded,
will enable tv stations to schedule their
facilities with new economy and efficiency
and will make available to the viewing audi-
ence a new wealth of color programming."
Page 88 • October 28, 1957
Broadcasting
BATON R0U6E.. America s
great new industrial empire !
No. 2 of a series
/ BATON
ROUGE
CROWN ZELLERBACH CORP.
W. R. GRACE & CO. (polyethylene)
U. S. RUBBER CO.
FOSTER GRANT CO., INC.
KAN JAX CHEMICAL CO.
STAUFFER CHEMICAL CO.
IDEAL CEMENT CO.
KAISER ALUMINUM & CHEM. CO.
ESSO STANDARD OIL CO.
ETHYL CORP.
ALLIED CHEMICAL & DYE CORP.
COPOLYMER CORP.
DOW CHEMICAL CO.
WYANDOTTE CHEMICALS CORP.
ORMET METALS CORP.
KAISER ALUMINUM
NATIONAL SUGAR REFINING CO.
RIVERLANDS —
WEBB & KNAPP. INC.
E. I. du PONT de NEMOURS
Si:
for example • • •
€SSO Standard Oil's
Baton Rouge Refinery
is America's Largest
7000 employes share a $45,000,000 payroll at Esso's
gigantic refinery in Baton Rouge. The plant site, including
2 tank farms, covers 2300 acres!
Many of the greatest names in American industry have
invested hundreds of millions for plants in this "empire
area" and others are moving in . . . with $254,800,000 for
additional plants already scheduled.
Effective Buying Income per family in Baton
Rouge is $6,303 — far above the national average.
Payrolls are at an all time high!
Spend more — where
there's more to spend
'Down on the levee' today means 'millions'.
A great petroleum, industrial, and petro-
chemical empire is booming on the banks of
the Mississippi.
Here is the fastest growing industrial area in
America!
Cash registers are singing in Baton Rouge,
because there is ready money to buy all of
the varied products of America's advertisers!
WBRZ-TV is the key to more sales at lower
cost because . . .
Only-ygy;Sunshine reaches more homes
in this BILLION DOLLAR MARKET!"
WBRZ 2
BATON ROUGE, LOUISIANA
Tower: lOOl ft. Power: 100,000 watts
NBC-ABC
Represented by Hollingbery
Broadcasting
October 28, 1957
Page 89
MANUFACTURING continued
NIGHTTIME
WSAZ -TV
DELIVERS 1000 HOMES
BETWEEN
7:30 and 10:30 P. M.
FOR $1.30
The second station's
cost per thousand
homes is $2.39
84% Higher
The third station's
cost per thousand
homes is $5.42
317% Higher
AND ANYTIME
WSAZ-TV delivers
ONE THIRD more
total homes than
both other
Huntington-Charleston
Stations COMBINED
Source: Jun« 1 957 ARB -
All figures based on
260-rime frequency
HUMTIMGTOM-CHARLESTOq W. VA.
XT.B.O. XraTTSTOHK ■
Affiliated with Radio Stations
: WSAZ, Huntington & WKAZ, Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katx Agency
CALL YOUR KATZ MAN
Acceptance of Color Is Key
To Tv Set Maker Growth — S&P
"No important growth" in the tv set
manufacturing industry is foreseen until
"full-scale acceptance of color tv occurs,"
according to an analysis of the electrical-
electronics industries by Standard & Poor's.
The analysis says color has made "slow
but steady progress," adding that "large-
scale public acceptance" still is in the offing
despite vigorous promotion by RCA. It
finds general agreement that the growth of
color depends on the development of sim-
pler, less expensive receivers.
As to pay tv, the analysis finds "reasona-
ble doubt that large-scale toll telecasting
will be possible before considerable time
elapses," and feels more time is required
to determine the success of the Bartlesville,
Okla., wired system.
Standard & Poor's study cites industry
estimates that 41 million of the 50 million
tv sets sold since 1945 were in use in 83%
of U. S. homes. It estimates radio circulation
at 125 million sets with 97% of homes
radio-equipped.
IBEW Local Head Reports Drop
In Employment in Chicago Area
Reports of increasing unemployment in
the radio-tv-appliance industry are more
than idle talk, at least to M. Frank Darling,
business manager of Local 1031 of the In-
ternational Brotherhood of Electrical Work-
ers, Chicago, largest in the AFL-CIO.
A slowdown in set sales has idled thou-
sands of Chicago plant workers despite the
organization of members in 1 1 factories the
past two years, according to Mr. Darling.
Some 9,000 fewer card-holders in his local
are now working than in 1955, he says.
IBEW Local 1031 represents about 50,000
workers (only 35,000 now pay dues, how-
ever) in 114 plants, all of which have laid
off workers in recent weeks, partly because
of a curtailment of government electronic
orders. Only a few now handle government
orders, according to Mr. Darling. About
80% of members are women.
Intercontinental Broadcasts
Via Satellites Seen by Meighan
The use of satellites for intercontinental
broadcasting was predicted by Howard S.
Meighan, CBS-TV Western Div. vice
president, during his talk Wednesday at the
first meeting of KNXT (TV) Los Angeles
on the basics of television (see page 48).
Mr. Meighan confirmed published reports
that CBS engineers had worked with those
of Lockheed Aircraft and Eastman Kodak
on the development of a satellite in this
country.
Looking into the future, he foresaw a
chain of satellites girding the globe, so
spaced that there would always be one
visible between the horizons. It would be
possible, he said, for Voice of America
messages to be transmitted from the United
States to the satellites, recorded and re-
tained until their arrival on the other side
of the world when they could then be broad-
cast from the satellite to the people below.
Mr. Meighan was less certain about video
transmission via satellites. He pointed out
that engineers know how to send radio
signals successfully through vast distances
of space, but that picture transmission is
much more difficult. He noted that even at
relatively short distances from a tv trans-
mitter, good picture quality depends on a
properly directionalized receiving antenna.
Sylvania Sales for 3rd Quarter,
First 9 Months, At All-Time High
All-time record sales were reported Thurs-
day by Sylvania Electric Products Inc. for
both the third quarter and the first nine
months of 1957. Net sales for the third
quarter was listed at $89,363,209 as against
$83,729,859 for the corresponding period
of 1956 and for the nine months at $251,-
883,741, compared with $246,153,243 for
the same 1956 period.
Don G. Mitchell, president, noted that the
net income for the third quarter was more
than double that of the preceding quarter,
but was slightly below that of the record-
breaking quarter of 1956. He attributed the
record-breaking sales for the quarter and the
nine months and the improvement in earn-
ings in the third quarter over the preceding
quarter to "the television industry's return
to more normal production levels, which in
turn, increased the demand for the com-
ponents supplied to other tv set producers.''
He also cited the popularity of Sylvania's
110-degree tv set and improved business in
lighting products.
Erco Offers Multiplex Exciter
For Delivery to Fms by December
Erco Radio Labs., Garden City, N. Y..
will have available for December delivery
its new type 500-T multiplex exciter unit
for fm stations planning multiplex opera-
tions, Erco announced last week. The unit
replaces the existing exciter of any standard
fm transmitter in the 88-108 mc band and
will generate a composite signal comprising
a main program channel and one or two sub-
channels which can be used for background
music, storecasting, program relaying or
other functions, including remote controls.
Erco reports the exciter will cost $4,700 to
$5,000 (main channel plus one subchannel)
depending on installation factors, with the
second subchannel components costing an
additional $1,400-$ 1,500.
General Instrument Profits Up
A sharply improved profit-to-sahs margin
has bsen reported by General Instrument
Corp., Newark, N. L, manufacturer of
radio-tv and electronic components, in its
financial statement for first fiscal six months
of this year. Gains in part are attributed to
diversification. Earnings for the six-month
period ending Aug. 3 1 totaled $247,053 on
sales of $15,200,170 compared to earnings
of $74,086 on sales of $13,979,913 for
same period in 1956.
Page 90 • October 28, 1957
Broadcasting
0ciuCui<z~
the VERY VERS
... a new model 16mm Television Projector for use
with Vidicon chains . . . Designed to replace
Model 250.
Features (Condensed for quick reading)
1 . Mechanism: Heavy-duty for long life, low
maintenance; oil reservoirs; unitized construction
with isolated intermittent.
2. Pulldown: 8-tooth sprocket actuated by proved
Geneva movement.
3. Light source: (500-watt tungsten lamp.) Standby
lamp in lamp house easily put into operation by
external handle.
4. Application Time: 30% of each TV field.
5. Sound: Equipped with optical sound. Includes
provisions to add magnetic sound playback.
* 1 . Equipped for remote control.
* 2. Provides facility for still-frame viewing by rotating
main drive motor to open shutter. Lamp is at
standby voltage during still-frame viewing.
*3. Moderate price range.
For further information, consult your customary
source for television station equipment or
inquire direct.
EASTMAN KODAK COMPANY
Motion Picture Film Department
Rochester 4, N. Y.
Coosf Division
342 Madison Ave., New York 1 7, N. Y.
West Coast Division
6706 Santa Monica Blvd., Hollywood 38, Catif.
Midwest Division
130 East Randolph Drive, Chicago 1, III.
NETWORKS
NBC RADIO TO UP COMPENSATION
RARE BACKPAT
A number of documentary and spe-
cial events programs planned for this
season on the tv networks are praised
in an article in the Oct. 3 1 issue of The
Reporter magazine, which describes
such programming as "living history."
Writer Marya Mannes claims that tele-
vision alone, of all the communica-
tions media, "can give you immediacy
and involvement and can make the
past as alive as the present." She
aserts that this "living history" pro-
gramming belongs "in the main
stream" of tv and is "potentially more
capable of holding large audiences than
any array of too familiar stars."
A bullish report on NBC Radio's sales,
billings and ratings — coupled with plans
for two boosts in station compensation —
won hearty approval of leaders of the net-
work's affiliates last week.
Members of the Affiliates Executive Com-
mittee meeting Tuesday in an unheralded
session, were told that the number of spon-
sored hours on NBC Radio this September
was 40% higher than last September, that
gross billings were up 70%, that aggregate
station compensation was up 200% and
that for stations carrying the network's full
commercial schedule the compensation gain
was 300%.
These figures along with rating gains and
compensation boosts are being made pub-
lic today (Monday) by Robert W. Sarnoff,
NBC president, and George W. Harvey,
WFLA Tampa, Fla., chairman of the Affili-
ates Executive Committee. Authorities em-
phasized that the 70% gain in gross billings,
as against 40% increase in amount of spon-
sored time, showed NBC not only is selling
more time but selling it at higher prices,
and that the gains in station compensation
reflected both these increases and a 1Vi%
boost in compensation rates last January.
On the strength of these advances, NBC
announced two boosts in compensation of
affiliates, one retroactive to Oct. 1 and the
other to become effective April 1. The net-
work also adopted a simplified method of
computing station compensation, as worked
out by David M. Baltimore, WBRE Wilkes-
Barre, Pa. and developed by him and other
members of the executive committee.
The Oct. 1 station payment boost is an
escalator increase that pays off for clear-
ance of commercial programs — each sta-
tion that clears above a certain level gets
a 10% increase in compensation for all of
the commercial time he clears. The "certain
level" was not made public, but it was
understood to- be in. terms of commercial
minutes and to represent about 85% of the
commercial programs offered. At present,
it is understood, clearances are at about
the 80% level [Closed Circuit, Sept. 3].
The April 1 boost will be a straight 15%
increase in compensation for all five-minute
commercial programs cleared, including the
five-minute news-on-the-hour broadcasts
(85 a week), and the five-minute "Stardust"
name-talent vignettes which are sprinkled
through Bandstand, Monitor, and Nightline
(about 30 a week expected by January).
Although officials would not comment,
observers estimated that these two increases,
plus the IV2 % compensation boost last
January and increased compensation
through increased sales, plus NBC Radio's
"no waste policy" of letting stations sell
network sustainers, plus Monitor inserts for
local sale, etc., would all add up to approx-
imately $500,000 in additional revenue for
affiliates during 1958.
President Sarnoff said that "the substan-
tial upward trend in program ratings and
sales volume are such encouraging signs for
the future that we have undertaken to estab-
lish additional compensation increases, with
one of these steps effective Oct. 1, 1957, and
another April 1, 1958. We are also delighted
to adopt the compensation formula de-
veloped by the affiliates committee which
will further streamline the accounting
mechanics in making payments to stations."
Chairman Harvey said the executive com-
mittee "wholeheartedly joins with NBC in
endorsing the new compensation plans which
reflect the improvement that has already
taken place on the network and NBC's faith
in the future of network radio. Joe Cujligan
[Matthew J. Culligan, NBC vice president in
charge of NBC Radio] has our complete
confidence and the progress made under
his leadership in programming and sales is
a splendid achievement."
Several rating gains were cited by Mr.
Culligan in his discussion with the affiliates
committee. He said that in the 10 a.m. to
noon period NBC's share of audience jumped
37% in September over the preceding
month, with the new My True Story racking
up a 51% gain for 10-10:30 and Band-
stand improving 30% from 10:30 to noon.
He said NBC Radio "continues to lead
the next network in share of audience for
nighttime programming both in the weekly
average and for five out of seven nights,"
and that in the 2:30-3:30 p.m. period NBC
in September had a 12% advantage over
the next network. He also noted that the
NBC share for the 2-3 p.m. period, now
programmed by the network, is 40% ahead
of a year ago when programmed locally.
Affiliate committeemen on hand for the
meeting, held in New York, were Chairman
Harvey and Mr. Baltimore; Ray Welpott,
WKY Oklahoma City, vice chairman; Doug-
las Manship, WJBO Baton Rouge, La., secre-
tary-treasurer; William Grant, KOA Denver;
Kenneth Hackathon, WHK Cleveland;
Harold Hough, WBAP Fort Worth, and Wil-
lard Schroeder, WOOD Grand Rapids.
' CINCINNATI, OHIO *
24.5*49.1
RATING SHARE
SEPT., 1957, PULSE fj>
Going Places
with The Sheriff of Cochise"
Breaking all speed records —
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which has been scoring fantastic
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the one above is just a sample. It's
moving so fast that 39 new episodes
are now being made. So if you
haven't got behind this great adven-
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A Desilu-NTA Presentation
60 West 55th Street
New York City 19, N. Y.
PL 7-2100
Page 92 • October 28, 1957
Broadcasting
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NETWORKS CONTINUED
Hurleigh, Wagner Elected
Vice Presidents cat Mutual
Robert F. Hurleigh and Harold M.
Wagner were elected vice presidents of
MBS at a meeting of the board of directors
Thursday, according to Paul Roberts, net-
work president. Mr. Hurleigh, becomes vice
president in charge of Washington opera-
tions and Mr. Wagner, with offices at
Mutual headquarters in New York, will be
vice president in charge of programs.
Mr. Hurleigh, who will continue his pres-
ent weekday newscasts and commentaries
on the network, joined Mutual as a com-
mentator in 1944. He was formerly with
WGN Chicago as news director and had
been with the Mutual bureau in that city.
His previous station experience included
WOL Washington and WFBR Baltimore
where he was news editor. He is president
and executive committee chairman of the
Radio & Tv Correspondents Assn., com-
prising radio-tv newsmen covering Congress
and the White House.
Mr. Wagner has been a member of
Mutual's program department staff since
December 1941. His first broadcast experi-
ences were as an announcer for WESG
Elmira, N. Y., in 1937. Two years later he
joined WENY there as program director
and became MBS night program supervisor
two days before the Pearl Harbor attack.
Mr. Wagner initially cleared Mutual's facili-
ties for the attack bulletins and shortwaved
reports from the bombed areas. He was
program supervisor until last August when
he was named network program director.
MBS, Kohler Explain Positions
On Network Refusal of Program
MBS and the Kohler Co., which joined
for 1956 political campaign coverage, parted
company last week over the network's re-
fusal to carry the Manion Forum of the Air.
The forum had scheduled a taped talk
on alleged racketeering in unions by Herbert
V. Kohler, president of the plumbing fix-
tures firm, and Dr. Clarence Manion, head
of the Manion Forum of Public Opinion,
South Bend, Ind. Kohler Co. has been strike
bound by the United Auto Workers for
three years.
Mutual explained that the scheduled Oct.
20 broadcast was canceled after an appraisal
of the tape recording by network attorneys
led to the conclusion that certain portions
could be construed as "defamatory." Mutu-
al's attorneys questioned the advisability of
using references to union officials and
municipal authorities of Sheboygan, Wis.,
site of the Kohler plant.
Mr. Kohler had charged the UAW with
"a philosophy of force" and "a coercive
union monopoly." He also charged that
there had been more than 800 acts of
violence and vandalism at his plant since
UAW called a strike in April 1954 and
referred to a fatal assault on a non-striking
Kohler worker and refusal of Michigan
officials to extradite the alleged assailant.
The network substituted 15 minutes of
recorded music when Mr. Kohler declined
to eliminate the references.
Initially, according to the Kohler Co.,
WELL WISHERS when Radio & Tele-
vision Executives Society, New York,
presented Jack Benny (c) a 25th an-
niversary scroll included Phil Silvers
(1) and Danny Thomas. Acknowledg-
ing the presentation, Mr. Benny (heard
Sundays at 7 p.m. EST on CBS)
stated he had entered radio at 14.
(He's 39 now.)
Mutual requested that some deletions be
made, that the firm guarantee to indemnify
Mutual if the network broadcast the talk
and that equal time be offered to UAW
President Walter Reuther. Mr. Kohler issued
such a guarantee on the express condition
that it not extend "to any abridged or
emasculated version. . . ." Mutual then
decided to refuse clearance.
The program ordinarily is fed to about 60
Mutual affiliates and 60 independent out-
lets. The talk was carried by most of the
independents, as well as WISN Milwaukee,
according to Dr. Manion.
Kohler entered network radio for the first
time last year, investing about $250,000 on
Mutual for coverage of the national political
campaigns.
Actor-Producer Blasts NBC-TV
For Censoring His Film Clip
Hollywood actor-producer Richard Wid-
mark blasted broadcast censorship practices
last week after NBC-TV trimmed a portion
of a clip of his film "Time Limit," used on
the network's Dave Garroway Today show
Monday. Mr. Widmark claimed the scene
eliminated by NBC-TV was vital to the de-
velopment of the story. It deals with an
Army officer trying to uncover what led
another officer to become a traitor to his
country. The wife of the man accused as a
traitor reports: "My husband has been home
for five months and six days and in all that
time we have never been to bed together."
NBC-TV cryptically explained the "short
context" from the new United Artists film
had no part in an early morning program
which included children in the audience and
said Mr. Widmark knew of the cut before
the show went on the air.
But Mr. Widmark seemed to feel NBC-
TV was rather narrow minded. He con-
tended: "Self-imposed censorship of the tv
networks is an insult to the American peo-
ple and a brake on the development of a
responsible tv industry. The networks are
condescending in their concept of the pub-
lic's judgment. They operate under the illu-
sion that the public has the mentality of
adolescents."
Page 94 • October 28, 1957
Broadcasting
CBS Radio Affiliates Assn.
Sets Program for Convention
The program for the fourth annual con-
vention of the CBS Radio Affiliates Assn.,
to be held Nov. 7-8 at New York's Hotel
Pierre, was announced last week by John
M. Rivers of WCSC Charleston, S. C,
chairman of the association's board of di-
rectors, and Arthur Hull Hayes, network
president.
The agenda calls for morning and after-
noon business meetings both days, broken
by a luncheon featuring an address by CBS
Inc. President Frank Stanton Nov. 7, a din-
ner with entertainment by name talent that
night and another luncheon meeting Nov. 8.
The convention will end with a conference
of CBS Radio officials and the association's
incumbent and newly-elected board mem-
bers after the Nov. 8 afternoon general
meeting.
Speakers at the opening session, starting
at 10 a.m., include Messrs. Rivers and
Hayes; Robert Tincher, WNAX Yankton,
S. D., chairman of the association's conven-
tion committee; John Karol, network sales
vice president; Frank W. Nesbitt, sales de-
velopment director; Howard Barnes, pro-
grams vice president, and Joseph H. Ream,
Washington vice president of CBS Inc.
The Nov. 7 afternoon meeting will in-
clude a speech by Louis Hausman, vice
president in charge of advertising and pro-
motion, and a question-and-answer session
conducted by President Hayes.
Entertainment for the dinner will include
an all-star variety review with comedian
Henry Morgan as m.c. Entertainers include
Joey Adams and Al Kelly, comics; Mitch
Miller, Jill Corey, Johnny Mathis and Rusty
Draper. A session of CBS Radio's Sez Who?
program, of which Mr. Morgan is host, also
will be taped during the dinner, with Sir
Cedric Hardwicke, Patricia Bright and Joey
Adams as panelists.
The Friday morning and luncheon session
will be for affiliates only, with open meetings
resuming at 2:30.
Members of the affiliates convention com-
mittee, in addition to Chairman Tincher, are
Worth Kramer, WJR Detroit; F. C. Sowell,
WLAC Nashville, Tenn., and J. Max Ryder,
WBRY Waterbury, Conn.
ABN Promotes Levinson
Henry W. Levinson, sales development
and research writer, American Broadcasting
Network, has been promoted to manager
of sales development for the network, ac-
cording to Raymond F. Eichmann, ABN
director of sales development and research.
Prior to joining ABN, Mr. Levinson was
special events director and copy chief for
Granite State Broadcasting Co.. New Eng-
land radio group.
New Yankee Post for Jones
Proctor Jones, since 1955 assistant sales
director of WNAC-AM-TV Boston and the
Yankee Network Div. of RKO Teleradio
Pictures, has been promoted to national sales
manager of both groups, according to Nor-
man Knight, president. Mr. Jones has been
X
) 1/°
X
X
X
X
X
X
%
>*<
X
>x<
What does "X" mean to you?
The unknown
|~1 Kiss in a love letter
|~| Multiplication sign
O Where the treasure is buried
□ Last letter in "Sex"
|~1 Railroad crossing
O Legal signature
And now, for a modern "X" that expands your vision of the future,
TURN TO THE NEXT PAGE...'—
Broadcasting
October 28, 1957 • Page 95
IVIr. Claus leads a double lifte
..thanks to Air EXpress with exclusive door-to-door delivery!
The gentleman in the red suit calls on the toy industry
before August. But one smart manufacturer discovered
how to eXpand his selling season almost to the night
before Christmas! While competition slacked off, he
sought and delivered new orders... he refilled old orders
. . . overnight, anywhere in the country! It was like
adding an eXtra Christmas season. And it was done by
using Air EXpress, the only complete door-to-door air
shipping service to thousands of cities and towns.
You can extend your selling season in eXactly the same
way. No matter what you sell, Air EXpress eXpands
your freedom of action. It gives you all America or any
part of America, overnight. It puts at your command
10,212 daily flights on America's scheduled airlines,
13,500 trucks (many radio controlled), a nationwide
private wire system, 42,000 trained personnel. Yet Air
EXpress is inexpensive; for instance, a 10 lb. shipment
from Chicago to Kansas City costs only $3.14 with Air
EXpress — $2.01 less than any other complete air ship-
ping method.
EXplore all the facts. Call Air EXpress.
GETS THERE FIRST via U. S. SCHEDULED AIRLINES
CALL AIR EXPRESS... division of RAILWAY EXPRESS AGENCY
Page 96 • October 28, 1957
Broadcasting
NETWORKS
CONTINUED
with the Yankee Network since 1950 and
has worked extensively with advertisers in
the food industry in connection with the
Yankee Home and Food Show.
King Briefs Intermountain Meet
On Progress by New MBS Owners
Thirty-six affiliates of the Intermountain
Network met the week before last in Denver,
following the Region 7 NARTB meeting
[At Deadline, Oct. 21] and heard Charles
King, director of station relations of MBS,
discuss the progress and plans of "the new
Mutual ownership".
Resolutions commending Presidents Paul
Roberts and Robert Eastman, of MBS and
ABN, respectively, were passed at the meet-
ing. In their business session Intermountain
affiliates concluded that they should pur-
chase their own broadcast lines through In-
termountain Network rather than through
a national network. The network officers
v/ere authorized to negotiate new affiliation
contracts that would better protect stations
from inroads on their national spot business.
Balaban Leaves $1 Million
An estate valued at $1 million, including
substantial stockholdings in American
Broadcasting-Paramount Theatres Inc., was
left by the late John Balaban, AB-PT board
member and president-cofounder of Balaban
& Katz (theatre) Corp.
An inventory approved in Chicago pro-
bate court Monday included holdings of
7,300 shares of AB-PT stock, valued at
about $105,000 in today's market, plus
$77,624 in cash and $400,000 in bonds. He
also held 2,250 shares of Denver, Rio
Grande & Western Railroad stock worth
about $75,000.
The largest part of the estate was placed
in trust for his widow, Bertha, and his fam-
ily. Mr. Balaban, a pioneer in television and
motion picture exhibition, died at 62 follow-
ing a heart attack last April 4.
MBS Plans Christmas Extra
A $7,000 pre-Christmas bonus jackpot
has been made available to MBS network
account executives by Mutual President
Paul Roberts, according to Sidney P. Allen,
network sales vice president. The bonus
prizes complement the $1,000 sales incen-
tive bonuses (each three weeks) initiated
when new management took over the net-
work last August. The pre-Christmas plan
runs through Dec. 20. The bonuses
will be given to those account executives
obtaining the largest number of sponsors
in long-range advertising campaigns on the
network.
New Crosby Show Postponed
CBS Radio announced Thursday that the
weekly variety show featuring Bing Crosby,
which was to begin yesterday (Sunday) in
the 7:30-8 p.m. period, has been postponed
for the time being. The announcement came
one week after the network's original dis-
closure of Mr. Crosby's plans. CBS said
the postponement was decided upon be-
cause of Mr. Crosby's "heavy commitments"
this winter and cited the singer's Ford Road-
show on CBS Radio and tv appearances.
Broadcasting
EDUCATION
Education Broadcasters to Hear
UN Official at St. Louis Parley
Tor Gjesdal, director of mass communica-
tions for the United Nations Educational,
Scientific & Cultural Organization in Paris,
will address the 1957 convention of the
National Assn. of Educational Broadcasters,
being held in St. Louis at the Hotel Statler
tomorrow (Tuesday) through Friday.
Other speakers announced by Marguerite
Fleming, manager of educational station
KSLH (FM) St. Louis and convention chair-
man: Harry K. Newburn, president, Edu-
cational Television Center; George R. Town,
executive director, Television Allocations
Study Organization; Ralph Steetle, executive
director, Joint Council on Educational Tele-
vision, and Harry Bannister, vice president,
NBC.
Convention delegates will visit Grant's
Farm, estate of Mrs. August A. Busch Sr.,
and will be entertained at a reception by St.
Louis commercial stations. St. Louis' educa-
tional stations KSLH and KETV (TV) are
host stations for the NAEB. Dr. Burton
Paulu of KUOM Minneapolis, U. of Minne-
sota station, is president of the organization.
Meredith Scholarships Set Up
The Edwin T. Meredith Foundation, spon-
sored by Meredith Publishing Co. (maga-
zines, radio-tv stations), Des Moines, Iowa,
has announced two 4-year scholarships in
broadcasting to be offered this fall in con-
nection with the National Merit Scholarship
program. The latter organization, established
with Ford and Carnegie funds, matches
money given by participating organizations.
Boys residing in areas covered by Mere-
dith stations will be given preference, ac-
cording to Fred Bohen, president of the
foundation. The stations are WHEN-AM-
TV Syracuse, N. Y.; WOW-AM-TV Omaha;
KCMO-AM-FM-TV Kansas City, and
KPHO-AM-TV Phoenix, Ariz. Meredith
Foundation also offers six other scholarships
through Better Homes & Gardens and Suc-
cessful Farming magazines. Winners will be
selected through nationwide competition
conducted by National Merit Scholarship
Corp.
NBC, ETRC Present 'Survival'
Survival: The Story of Man, Resources
and Civilization, a 10-week television study,
will be presented on the nation's linked-up
educational tv stations over NBC-TV's regu-
lar network facilities starting Thursday (6-
6:30 p.m.). The series, offered by NBC edu-
cational television project in association
with the Educational Television and Radio
Center, Ann Arbor, Mich., will be produced
in association with the Conservation Foun-
dation. The format will be lecture style with
visual aids. Albert E. Burke, director of the
American Institute of Resource Economics,
Hartford, Conn., will conduct the program.
EDUCATION SHORT
KaJtenborn Foundation fellowship has
awarded grant of $1,600 for 12-month
study of tv news operations to Alvin Synder,
senior in radio-tv department, U. of Miami.
The symbol of
modern lifeline
of
American business!
-4— SEE PAGE ON LEFT.
October 28, 1957 • Page 97
FILM
Bonanza for Hollywood Seen
By 1963, Photographers Told
The demands of free tv, pay tv and
theatres for filmed programs will create
a bonanza for Hollywood by 1963, accord-
ing to the research committee of Interna-
tional Photographers Local 659 of IATSE.
Reporting on a survey of motion picture
production and its future outlook, the com-
mittee anticipates "that by 1963 the post-'48
films as well as the pre-'48 films will have
been exhausted. Therefore, it can be pre-
sumed that by that year all kinds of films
will be made to service the large and small
stations which have learned and which
openly admit that without feature films they
could not keep the stations on the air."
Calling pay tv "inevitable," the com-
mittee predicts that it "will get into high
gear within three to five years" and that
once the experimental period is over the
scope of pay tv "is beyond imagination."
Meanwhile, the committee feels that the
production of hour and half-hour filmed
shows for television "will continue for many
years to come and possibly increase in
time."
Increased production of tv commercials
and "a trend of all commercials being done
on the West Coast" also are noted by the
photographers' research committee. "With
advertising account executives properly re-
ceived and treated by employers, and par-
ticularly by technicians, this business will
continue to great proportions," the report
states, adding the belief that the major mo-
tion picture studios will eventually get more
and more of this business.
As to the theatre audience, the committee
found evidence that it "will continue at
least at its present level and possibly in-
crease with population" in this country. But
the report urges American producing com-
panies to evaluate the eventual effect that
free tv will have on all foreign revenues
and presently on those from England and
Canada.
Bishop Sheen Retired for Now,
But Tv Kinescope Available
The Most Rev. Fulton J. Sheen reported
last week he has retired temporarily from
a regular series on television but said kine-
scopes of his former programs (carried on
ABC-TV and the DuMont Television Net-
work) will be made available to stations
requesting them. More than 20 tv stations
have signed for the kinescopes to date.
A spokesman for the Society for the
Propagation of the Faith, of which Bishop
Sheen is director, said the society has the
rights to the tv series. He said stations may
buy the programs for either sustaining or
sponsored telecast. Funds from such sales,
he said, are turned over to the society, which
supports Catholic missionary efforts on a
world-wide basis.
Bishop Sheen said his temporary retire-
ment from tv was dictated by "spiritual con-
siderations."
TAXES
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Fresno. ACT TODAY!
Page 98 • October 28, 1957
Anime Says Its New Process
Reduces Animation Costs 50%
Anime Inc., New York, newly-formed ra-
dio-tv producing organization, last week re-
ported a new film animation process which it
claims can reduce costs as much as 50%
below those for standard animation. The
process was developed by Cinemation Ltd.,
Toronto, which has assigned Anime exclusive
rights in the U. S., according to Josh Meyer,
Anime president.
The process, he said, is being used by
Anime on two forms of animation — a "Class
A" form, which approaches full animation
and is utilized in producing tv film commer-
cials for Anime clients, including the Tele-
vision Bureau of Advertising and Amitone,
and a "Class B" form (limited animation),
which Anime has implemented in producing
a series of 2 Vi -minute film cartoons.
Mitch Leigh, executive producer of
Anime. explained the cartoons are designed
for use on tv disc jockey record shows and
will illustrate popular tunes of the day. He
said samples of the cartoons have been sent
to program directors of 315 tv stations. He
reported that a 15-minute popular record
program, using the animated cartoons, was
tested over a period of several weeks on
CBLT-TV Toronto.
Reiner Elected to V.P. by TPA
Manny Reiner, head of foreign opera-
tions for Television Programs of America,
has been elected a vice president, it was
announced last week by Milton A. Gordon,
president of the firm.
Mr. Gordon said
that since Mr.
Reiner joined TPA
in July 1956, foreign
activities have in-
creased from three
foreign sales offices
to fourteen, includ-
ing bureaus in Japan,
Europe, Hawaii,
Canada and through-
out Latin America.
Before joining
TPA, Mr. Reiner was with various film
companies, among them Warner Bros.,
MGM, Monogram Pictures, David O. Selz-
nick and Samuel Goldwyn.
FILM CLIPS
Screen Gems reports sale of its new half-
hour tv film series, Casey Jones, to Casey
Jones Potato Chips Co., Columbus, Ohio,
for showing on WTVN (TV) Columbus
starting Oct. 29. Recent sales on series to
local Dr. Pepper bottlers in Tulsa and
Oklahoma City for presentation in ihese
cities, also reported, raising total markets
sold to 90.
Television Programs of America reports
that tv ch. 9. Lima, Peru, which is sched-
uled to go on air in March 1958, has
bought eight TPA series each dubbed in
Spanish. Programs are The New Adven-
tures of Charlie Chan, Fury, Ramar of the
Jungle, The Count of Monte Cristo, Stage
7, Mystery Is My Business, Lassie and The
Lone Ranger.
Broadcasting
REINER
For less than a go
on a merry-go-round
YOU CAN STILL BUY A POUND OF STEEL
Even at the bargain rate of 3 rides for a quarter
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Only by keeping steel plentiful can the
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price. And this is important to you— to every-
one—because every product you use is made
from steel or with the help of steel.
This is why Republic, as one of the three
largest producers, is expanding its steelmaking
facilities. When you come right down to it,
plentiful, low cost steel is the pivot around
which our dynamic prosperity revolves.
Since it is essential to everyone, thinking
people, especially, need to know the facts about
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the continuance of a rising standard of living.
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WORLD'S WIDEST RANGE OF STANDARD STEELS AND STEEL PRODUCTS
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long. Republic is a major producer of steel pipe for all purposes.
Broadcasting
October 28, 1957 • Page 99
strike up the band
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Sponsors getting good sales music:
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TOLL TV MOVES SLOWLY IN LA.
REPRESENTED BY AVERY-KNODEL. INC.
Spinning wheels without progress pretty
well describes the toll tv situation in Los
Angeles last week.
As of close of business Monday, dead-
line for filing for the $100,000 performance
bonds at City Hall by the three companies
whose applications for closed-circuit tv
franchises have been approved by the City
Council [Program Services, Oct. 21], only
one bond had been received — covering the
franchise jointly applied for by Fox West
Coast Theatres and International Telemeter
Corp.
On Tuesday, the bond for the franchise of
Skiatron Tv Inc. was received after a delay
said to be due to weekend interruption of
the process of getting the needed data from
the company's New York headquarters.
Also on Tuesday, both bonds were re-
turned to their filers with the request that
essential information omitted from the forms
be supplied. The omissions were largely
technicalities, Alan Campbell of the city
attorney's office said Thursday. The cor-
porate seal was left off one form; an essen-
tial signature was missing from another.
The third franchise grantee, Harriscope
Inc., whose bond had not yet been received,
might still be the first of the three com-
panies to complete its planning, Mr. Camp-
bell commented.
It would be a reasonable expectation that
the bonds will be filed as quickly as possible,
Mr. Campbell said, because after they have
been filed and approved or submitted for
approval, an interval of thirty days is re-
quired before the City Council can adopt
the ordinance necessary to put the franchises
into effect.
Before the franchise holders begin to
install the cable to carry their programs
from their source to the homes of
subscribers they must negotiate contracts
with specific telephone and telegraph com-
panies for the right to use the company's
poles to support the toll tv cables. All
three companies have had discussions
with Pacific Telephone & Telegraph Co.
but the only official action on the part of
the telephone company to date has been to
refuse to permit Skiatron to install its Parax
open wire system on PT&T poles [Program
Services, Oct. 7]. A report current in New
York last week that PT&T had announced
estimates of the time and cost needed to in-
stall the cables in Los Angeles and San
Francisco, or was ready to make such an
announcement, was denied Thursday at the
company's San Francisco headquarters. A
PT&T spokesman admitted that the tele-
phone company has provided transmission
facilities for closed-circuit tv programs in
some communities, notably Bartlesville,
Okla.; that various plans for serving major
metropolitan areas have been proposed; that
PT&T has been approached regarding these
plans, and that they are being considered.
But, the spokesman added, there are a lot
of problems in wiring a major metropolis
that are not present in smaller cities, and
the solution of these problems is time-con-
suming. He refused to guess when PT&T
might have specific proposals to present to
the toll tv companies.
Nor was there any clarification of the
relationship between baseball and toll tv
last week. Walter O'Malley, owner of the
Dodgers — formerly of Brooklyn, but as of
1958 a Los Angeles ball club — on his arrival
in Los Angeles on Wednesday, answered
questions about toll tv to the effect that sev-
eral months earlier he might have had a
definite answer but that now he doesn't
know. Matthew Fox, Skiatron head, who re-
portedly had made an agreement with Mr.
O'Malley for exclusive tv rights to the Los
Angeles Dodgers games for 1958 [Special
Report on Pay Tv, Aug. 26], was not
available for comment. Other Skiatron ex-
ecutives declined to discuss the Dodgers.
Earlier in the week, Mr. Fox failed to make
a special appearance at a meeting of the
Academy of Television Arts & Sciences
(see story, page 102).
In San Francisco, Skiatron representa-
tives will make another appearance before
the city's board of supervisors in the near
future, possibly the latter part of this week,
to present financial data and other informa-
tion requested by the city officials [Program
Services, Oct. 7]. There is no particular
hurry here, as no franchise can be granted
before Nov. 26, 90 days after the filing of
the Skiatron petition on Aug. 26, a Skiatron
spokesman said last week.
Mr. Fox in August confirmed a report of
an agreement with the San Francisco Giants
giving Skiatron the tv rights to their 1958
games and subsequently the San Francisco
Finance Committee was informed that Skia-
tron had made a $500,000 advance pay-
ment on this agreement [Program Services,
Oct. 7].
Meanwhile, Clairemont Amusements Inc.
has released the results of a survey made in
Clairemont, Calif., a suburb of San Diego,
showing that the public of that community
wants pay tv service and prefers the Tele-
meter pay-as-you-see method of payment to
monthly bills for the service.
The survey was conducted in the shopping
center of Clairemont Square, Monday-Satur-
day (Oct. 14-19) by Clairemont Amusements
which plans to operate a closed-circuit tv
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Page 100 • October 28, 1957
Broadcasting
"You have made a great improvement in
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of everything of interest to people like me.
Printers' Ink is easier to read while
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Th-tE
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Marketing men everywhere are talking in glowing
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related to all the tasks of today's marketing execu-
tives in American industry and advertising agencies.
One of the achievements of the new Printers' Ink
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section. Here is top grade reporting of world events
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their effects upon advertising, selling and marketing.
Media news of significance to advertisers and
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Plus the big section on techniques for planning and
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There's real import in this intensive readership
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Chicago
THERE'S SOME JOY IN BARTLESVILLE TONIGHT
The men running the Telemovies op-
eration in Bartlesville, Okla., are pretty
happy about things up to now.
This attitude was expressed last week
by Henry S. Griffing, president of Video
independent Theatres Inc. which is the
sponsor of the Oklahoma wired toll tv
project. Mr. Griffing told a luncheon
meeting that the test has "outrun our ex-
pectations." He said he was more than
pleased with the initial response. The
Bartlesville project has 500 families as
subscribers, Mr. Griffing pointed out,
whereas only 200 had been expected by
this time. Only 30 have cancelled since
first run (and rerun) movies began being
piped into Bartlesville homes Sept. 3.
The first month was gratis. Bills for the
$9.50 per month charge v/ere sent out
for the first time the first of October.
"We regard this as a vote of confidence
by the great majority of people who have
taken this service," Mr. Griffing declared.
He noted that Telemovies serves more
than 11% of the 4,500 tv homes in
Bartlesville. Video Independent, Mr.
Griffing said, was now ready to settle
down for the "long, slow pull." After
all the excitement and novelty and pub-
licity dies down, Mr. Griffing stated,
"this thing will boil down to a question
of our ability to provide something at-
tractive to Bartlesville families at a price
they are willing and able to pay."
The success of the Bartlesville wired
tv theatre idea, Mr. Griffing said, will
depend to a large extent on the quality
of the motion pictures.
Mr. Griffing reiterated that he does
not consider the Telemovies operation in
Bartlesville as pay tv. He emphasized
that he considers it an extension of local
movie exhibition.
Mr. Griffing also said there were no
plans at present to change the method of
payment. He did not, however, rule out
changes. There have been suggestions
that Video Independent was thinking of
instituting some sort of per-program
charge in place of the flat monthly charge.
system there, in association with the devel-
opers of Clairemont. The Telemeter coin
box system of paying for programs selected
for viewing at that time was demonstrated
and the Bartlesville system of a flat monthly
fee for program service was explained; then
those attending were asked to fill out ques-
tionnaires.
Of a total of 741 cards filled out, 597
favored some form of toll tv; 106 were
against the idea and 38 had no comment.
Of the 597 favoring toll tv, 399 cards
indicated a choice of method of payment;
353 preferring the Telemeter system and
46 the flat monthly fee basis, described on
the ballots as ranging from $7.50 to $15.00
a month.
Burton Kramer, manager of Clairemont
Amusements, said, "We were enormously
impressed with the fact that the best means
of obtaining the broadcast public acceptance
is the cash system- — 10 to one.
"We have begun negotiations with Tele-
meter for a franchise for San Diego. It is
our plan to begin operations in Clairemont.
We plan on leasing approximately 10,000
Telemeter units for that area."
Commenting on the result of the survey,
Louis A. Novins, president of International
Telemeter Corp., said: "Our discussions
with motion picture producers and distribu-
tors long ago convinced us that no flat
monthly rate for pay television would be
acceptable as a national long-range policy.
Skiatron's Doff Feels Toll Tv
Will Affect Movie Houses Most
The greatest effect of toll tv probably will
be on the motion picture theatres, Jerome
L. Doff, vice president of Skiatron Tv Inc.,
said Tuesday at a meeting of the Academy
of Television Arts & Sciences in Beverly
Hills, Calif.
Answering questions from ATAS mem-
bers, Mr. Doff predicted the operation of toll
tv . would stimulate- existing commercial tv
Page 102
October 28, 1957
stations to improve their programming to
compete with the new service. It also will
stimulate motion picture producers to make
more and better pictures, he said. But it
probably will keep people home, particular-
ly those families in the middle and lower
income brackets to whom the cost of a night
out is an appreciable item.
Mr. Doff emphatically denied the sugges-
tion that if toll tv should take a substantial
part of the viewing audience away from
present tv programs their sponsors might
decide to shift their advertising away from
television to other media and stop buying
filmed programs which might turn the pres-
ent boom in the motion picture industry
into a depression. On the contrary, he said,
the movie producers will have to meet the
demands of the toll tv operators as well as
those of the broadcasters and advertisers
who now use film programs on commercial
tv, so the effect on motion picture produc-
tion can be only good.
Mr. Doff concluded with a warning to his
audience not to rush to buy stock from every
closed-circuit toll tv operator who offers it.
Many hasty investors will lose their money,
he said, noting that Skiatron is a closed com-
pany with no stock being offered for sale to
the general public.
The panel which questioned Mr. Doff in-
cluded actress Vanessa Brown; Claude L.
McCue, western regional director of
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Broadcasting
October 28, 1957 • Page 103
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PROGRAM SERVICES continued
AFTRA; Richard A. Moore, president and
general manager of KTTV (TV) Los An-
geles; George L. Bagnall, president, Geo.
Bagnall & Assoc., tv film distributor, and
Dan Jenkins, editor, Tv Guide. Sheldon
Leonard, actor-producer, was moderator.
Baltin to Head Construction
Of C-C Pay Tv System on Coast
Construction of the first closed-circuit
toll tv system in California, soon will be
started in Oceanside by Tele-Movie Devel-
opment Co., which received a franchise
from the city council Oct. 10 [Program
Services, Oct. 14].
Construction will be supervised by Will
Baltin, vice president and one of the prin-
cipal stockholders in Tele-Movie, which he
organized last spring in association with
J. E. Poynter, president of the Film Booking
Service of California and treasurer of Tele-
Movie.
Other officers of the toll tv organization
are Walter J. Dennis, owner of the Lake
Shore Tool Co. in Chicago and now a resi-
dent of California, president; Harrison W.
Hertzberg, Los Angeles attorney, counsel
and secretary. Tele-Movie is seeking fran-
chises in 33 other communities in addition
to Oceanside and is proceeding on the theory
that the proper way to inaugurate this kind
of service is in neighborhood units of 2,500
to 6,000 homes which can be rapidly con-
nected for service.
Pay Tv Will Need Ad Support,
Warner Tells Hollywood Ad Club
Operators of toll tv systems may compete
with free tv for advertising revenue accord-
ing to Harry Warner, attorney for KTLA
(TV) Los Angeles. KTLA is owned by Para-
mount Television Productions, a subsidiary
of Paramount Pictures. Another Paramount
subsidiary, International Telemeter Corp.,
has developed a coinbox decoder for a pay
tv system and in partnership with Fox West
Coast Theatres holds a franchise to operate
a closed-circuit toll tv system in Los Angeles
[Program Services, Oct. 21].
"Pay tv will operate only a few hours a
day," Mr. Warner told a Monday luncheon
meeting of the Hollywood Ad Club during
a toll-tv panel. During that time, he said,
it "will have to rely on commercially spon-
sored programs" for a major part of its
schedule.
Interpreting the FCC proposal to accept
applications for test operation of toll tv
[Government, Oct. 21] as meaning the
Commission "has concluded pay tv is in the
public interest," Mr. Warner said "pay tv is
here" and the question is whether it will be
transmitted through the air or by wires. At
the inception, wires will probably be used,
he said, citing a Telemeter statement that
for Los Angeles the broadcast method of
program dissemination would become more
economical than wire connections only after
400,000 homes have subscribed to the pay
tv service.
Walter McNiff, Western Div. director of
TvB, predicted FCC will not allocate broad
channels for pay tv. He also said pay tv
would have to accept advertising to survive.
PERSONNEL RELATIONS
Writers Question Agents' Worth,
Few Say 10 Percenters Essential
The Writers Guild of America, West, re-
ported, after a poll of its members, that
"there is a growing feeling that the 10%
fee paid to agents is an unnecessary impost"
on earnings of tv-radio writers. Only 22%
polled called their agents essential; only
10% reported that their agents made all
their sales.
Agents play only a minor role in the
professional careers of tv writers, accord-
ing to the poll. Preparing for contract dis-
cussions with the Artists Managers Guild, to
which most west coast agents belong.
WGAW surveyed a sample of its tv-radio
membership and garnered 110 replies. Of
these, 65% classed their agents as helpful
but not necessary; 54% said most of their
sales are made through their own efforts;
83% said that sales resulting from such in-
terviews are on the increase, leading WGAW
to state that "the agent as far as the tele-
vision field is concerned, is becoming a
negligible factor" [Lead Story, Oct. 21].
Ames to Be Installed by SAG
As New Guild President Nov.
15
Leon Ames will be installed as president
of the Screen Actors Guild for the coming
year at the SAG annual membership meet-
ing Nov. 15. Other new SAG officers are:
Howard Keel, first vice president; John
Lund, second vice president; Rosemary De-
Camp, third vice president; Robert Keith,
recording secretary; George Chandler, treas-
urer. Newly elected board members are:
Louise Beavers, Hillary Brooke, Harry Carey
Jr., Chick Chandler, Richard Crane, Nancy
Davis, Ann Doran, Frank Fayler, Richard
Jaeckel, Gilbert Perkins and Walter Pidgeon.
CBS-IBEW Labor Suit in Court
CBS Inc. appeared before the U. S. Dis-
trict Court in New York Oct. 16 to argue its
motion asking $100,000 damages from
Local 1212, International Brotherhood of
Electrical Workers. The action stems from
IBEW's walkout and subsequent black-
out of a WCBS-TV New York remote tele-
cast last spring [Labor Relations, April
22]. Decision by the court is expected "with-
in a month."
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Page 104 • October 28, 1957
Broadcasting
Chuck Pharris, KPRC-TV's news cameraman (left), shows DuPont Technical Representative Bill Gatlin a news film shot earlier
in the day. "Du Pont 931 gives us more snap in our pictures," says Chuck. "We get crisper images, greater shadow detail."
"We got better picture and sound by
changing to Du Pont 931 Film"
. . . says Charles P. Pharris, newsreel cameraman at KPRC-TV,
Houston, Texas. Chuck Pharris continues :
"By changing to Du Pont 931 Rapid Reversal Film, we
found we could get better rendition in shadow areas. The
DuPont film has an extremely wide latitude which allows us
to shoot in dark hallways and entrances to courts where much
of our news takes place. Virtually all our work is done with
available light, and the fact that we can rate 931 at very high
ASA numbers without seriously impairing contrast or increas-
ing graininess makes this film ideal for newsreel work.
"Sound reproduction, too, is superior to that given by any
other film we have used — the sound track never blocks up."
DuPont Rapid Reversal Film can be processed fast. Chuck
Pharris has found that he can shoot film as late as 4 p.m., send it
to the outside processing lab, and have it at the studio for the
6 p.m. news program.
Pharris also appreciates Du Pont service. "Although we.
rarely have a problem as such," he says, "Bill Gatlin, the DuPont
Technical Representative, is always available and can be relied
upon to give us the assistance we need."
For more information, ask your nearest DuPont Sales Office,
or write to Du Pont, Photo Products Department, Wilming-
ton 98, Delaware. In Canada, Du Pont Company of Canada
(1956) Limited, Toronto.
DU PONT MOTIO
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Chicago 30, III, 4560 Touhy Ave, Lincolnwood
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Broadcasting
October 28, 1957 • Page 105
WG R -TV
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Commercials on WGN-TV have
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and discuss your sales problems.
Put "GEE!" in your Chicago sales
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Channels
\ Chicago
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
ADVERTISERS & AGENCIES
Charles J. Zeiler, executive vice president
and radio-tv director, Guenther-Bradford &
Co., Chicago, elected president. Mr. Zeiler
has been with Guenther-Bradford for past
12 years. He succeeds S. A. Peterson who
died last January.
■< Wilfred Guenther, ex-
ecutive, Guenther, Brown,
Berne, Calkin and Wither-
bury Adv. Inc., Cincinnati,
to Beeson-Reichert Inc.,
Toledo, both Ohio, execu-
tive stuff. Elected to B-R
■* ' plans board, Mr. Guenther
will take part in planning and execution of
advertising for all agency accounts.
L. Davis Jones, vice president in charge of
Philadelphia Service for N. W. Ayer & Son,
transferred to executive service duties for
entire agency. Robert F. Kurtz, with agency
since 1946 in production department, plans-
merchandising and for five years in Philadel-
phia Service, elected vice president, assuming
Mr, Jones' former responsibilities.
Donald E. Jordan, copy supervisor, Lennen
& Newell, to Bryan Houston, N. Y., as vice
president and director of creative services.
He also will serve on plans board.
Norman A. Fox, copy staff, MacFarland,
Aveyard & Co., Chicago, named vice presi-
dent and creative director.
< A. Burke Crotty, ex-
ecutive television producer
in radio-tv department, of
Ellington & Co., N. Y.,
since 1950, elected vice
president in charge of ra-
dio-tv.
Harold B. Rorke, advertising specialist on
Swift & Co.'s canned and other foods, Mc-
Cann-Erickson, Chicago, to Keyes, Madden
& Jones as account executive and member
of new agency's plans board, effective Nov.
1. He will headquarter in Chicago.
Alan Poltasch, formerly with ABC and be-
fore that production manager of WFAA-
TV Dallas, to Kenyon & Eckhardt, N. Y.,
as international account executive.
F. Mullins, previously with J. Walter
Thompson Co., N. Y., to Needham, Louis
& Brorby Inc., Chicago, account executive
staff.
Lee Rosene, midwestern regional sales mana-
ger, Max Factor & Co., Chicago, named
director of U. S. sales, headquartering in
Hollywood.
John Camp promoted from assistant product
advertising manager to product advertising
manager for cheese products at Kraft Foods
Co., Chicago. He succeeds Robert Davis, ap-
pointed general advertising manager.
U, B. (Ray) Shockley, corn goods product
sales manager, Quaker Oats Co., Chicago,
named Flako products sales manager, suc-
ceeding David H. Burke, resigned.
Bennett O. Stalvey, sales promotion mana-
ger, Encyclopaedia Britannica, Chicago, to
Fairmont Foods Co., Omaha. Neb., as ad-
vertising manager.
Doris Majeska, formerly production as-
sociate, Galahad Productions, to Cohen &
Aleshire, N. Y., as business manager and
assistant to radio-tv director.
Ralph Wemhoener, advertising department,
Stix, Baer & Fuller Co., St. Louis, Mo., to
Frank Block Assoc., same city, as assistant
copy chief.
Jan Victor, radio-tv product publicist for
Amana Refrigeration Inc. and other com-
panies, to Maytag Co. in that capacity,
which includes placement of products as
prizes on give-away programs as major ac-
tivity.
Joan Lambert Aiken, copy chief and public
relations director, Bauer & Tripp, Philadel-
phia, to Gray & Rogers, same city, public
relations department.
George G. Hoffman, 50, media buyer for
Young & Rubicam. N. Y., died Oct. 8.
FILM
Milton P. Kayle, general counsel for Tele-
vision Programs of America, N. Y., elected
secretary of company.
NETWORKS
Willard Johannsen, formerly publisher of Cedric Foster, commentator-newscaster.
Electrical Dealer magazine, and Thomas MBS Boston, transferred to Washington.
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Page 106 • October 28, 1957
Broadcasting
SOME principals involved in bringing
the forthcoming Cleveland Orchestra
broadcasts to CBS Radio gather at a
party for the orchestra in Cleveland.
L to r: Carl George, station manager
of WGAR Cleveland, CBS affiliate
which will supervise the broadcasts;
George Szell, Cleveland Orchestra
conductor; James Fassett, CBS Radio
music director, who will edit tapes
of the concerts, and Hal Morgan,
WGAR concert commentator. CBS
Radio plans to present the orchestra
in a series of one-hour shows starting
in mid-November (Sat., 7:05-8 p.m.).
This is the 40th anniversary season
for the orchestra, which frequently
has been heard on CBS in "guest
spots," most recently on Easter Sun-
day, April 21.
Other MBS news staff headquarters changes
include David R. George, formerly editor of
old Brooklyn (N. Y.) Daily Eagle, to Mexico
City; Louise Cox, formerly with Fort Worth
(Tex.) Star-Telegram, to Tokyo; Richard
Kaplan, formerly European correspondent,
Dayton (Ohio) News, to Great Britain;
Raymond E. Dane, formerly with San Fran-
cisco Examiner, to Paris, and Michael Chi-
nigo, Rome- Vatican chief correspondent, In-
ternational News Service, to MBS Rome
news office. Art Gleeson, MBS sportscaster,
has been assigned two weekday news pro-
grams. Martin Plissner, formerly on news
staff, NBC-TV's Today, to MBS News as
editor.
Jack Douglas, co-producer of Bold Journey,
travel-adventure documentary series on
ABC-TV (Mon., 8:30-9 p.m.), named host-
narrator of series.
Carroll F. (Mickey) Gillette, 52, orchestra
contractor for ABC Hollywood, died Oct.
16 in Veterans Hospital, L. A., after long
illness.
George Clark, announcer of CBS Radio's
Suspense series, father of girl, Frances Mary,
Oct. 18.
STATIONS
Richard A. Dwelley, vice president and com-
mercial manager, WKIP-AM-FM Pough-
keepsie, N. Y., named general manager.
Joseph W. Rake, vice president and com-
mercial manager, WGNY Newburgh, N. Y.,
named general manager.
■< Joseph R. Fife, former-
ly with WJOB Hammond
and WWCA Gary, both
Indiana, named general
manager of WBBC Flint,
Mich. Mr. Fife has been
in radio for 17 years.
Broaocasting
In Microwave Towers
and Reflectors . . . .
reflectors
am-fm towers
and radiators
high gain corner reflector antennas
WRITE
TODAY
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BOOKLET
. . a Company
is known by
the companies
that KEEP IT!
Mid-Continent Broadcasting Co.
Television Station KSAZ
Radio Station KFYR
Radio Station WWTV
Amalgamated Wireless Ltd., Australia
Collins Radio Co.
General Electric
Lenkurt Electric Co.
Motorola, Inc.
Page Communications Engineers, Inc.
Phitco Corp.
Radio Corporation of America
Raytheon
Western Electric
American Telephone & Telegraph Co.
Bell Telephone Laboratories
Colorado Interstate Gas Co.
Michigan Bell (SAGE project)
Mid Valley Pipe Line
Ohio Power Co.
Southwestern Bell Telephone Co.
U.S. Air Force
tower fabricators
and erectors
the world over
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CONSTRUCTION CO.
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| TOWER CONSTRUCTION CO.
1 2700 Hawkeye Dr., Sioux City, Iowa
| Please send me FREE copy of "Aluminum Reflectors"
Name
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October 28, 1957
Page 107
WESTERN MARKET. Immediate
availability. 640 million acres,
cultivated by 33-year-old radio
station. Ideal for increasing sales
in 302 counties of 12 states.
Market furnished with 4 million
year 'round listeners. Purchase
includes top network programs
and popular local shows. A really
outstanding time buy!
Represented nationally by
HENRY I. CHRISTAL CO., INC.
KO
DENVER
One of America's great radio stations
50,000 Watts 850 Kc
n/57
MY MOMMY
LISTENS TCT^Vj
KITE
More Mommies and
Papas in St3u* flAtfanUQ-'
Listen Daily to KiTE Than
to Any Other Station*
dcs #2
Call Avery-Knodel, Inc.
PEOPLE CONTINUED
TWO vignettes illustrating a tour of Radio Free Europe installations: Robert K.
Richards (1), public relations counsel for NARTB, records impressions for broadcast
over RFE; Donald H. McGannon (r), president of Westinghouse Broadcasting Corp.,
receives a replica of the Berlin Freedom Bell, symbol of the Crusade for Freedom,
from West Berlin Mayor Willy Brandt. Messrs. Richards and McGannon were
among 60 Americans on the RFE tour, sponsored by Crusade for Freedom, the
private American organization which supports RFE broadcasts to five Iron-Curtain
countries.
Merle Edwards, sales manager, WMIN
Minneapolis-St. Paul, named general man-
ager. Harold Greenberg, salesman, succeeds
him.
-< Jack Cosgrove, local
sales manager, WTCN
Minneapolis, promoted to
general sales manager. Mr.
Cosgrove has been in radio
since 1936 and with
WTCN for past three
years.
Jack Kelly, formerly manager, WRFW Eau
Claire, Wis., to WBIZ, same city, as sales
manager. He is also handling several per-
sonality shows.
Robert F. Baltrano, formerly in sales de-
partments of WWCA Gary, Ind., and
KVOA-AM-TV Tucson, Ariz., to WHFC
Chicago as sales manager.
■< Richard H. Gravett, ac-
*f!^pliwu count executive, KNBC
San Francisco, named
sales manager. Before
joining KNBC in 1955,
Mr. Gravett served on
sales staffs of KXKX San
Jose, Calif., and KJBS
and KFRC, both San Francisco.
Keith R. Oliver and George F. Hancin to
WJIM-AM-TV Lansing, Mich., as sales
manager and promotion-publicity director,
respectively.
■< Proctor Jones, assistant
sales director, Yankee Net-
work, promoted to na-
tional sales manager of
WNAC-AM-TV Boston-
Lawrence, Mass., and
Yankee Network Div. of
RKO Teleradio Pictures.
He joined Yankee Network in 1950.
Dan Curtin, formerly in sales department,
WTRY Albany, N. Y., and Robert B. Grif-
fin, formerly public information officer,
City of L. A., to KWKW Pasadena, Calif.,
as sales manager and public relations direc-
tor, respectively.
Carson Rennie, account executive, WQAM
Miami, named local sales manager.
Bernie Whitaker, sales staff, WSTS-TV Win-
ston-Salem, N. C, to WRAL-TV Raleigh,
N. C, as regional and local sales manager
and Fred Uzzle, director, WRAL-TV, pro-
moted to production supervisor.
John Leslie, sales staff, WEEK-TV Peoria,
111., named local and regional sales manager.
Al Evans, account executive, WOKJ Jack-
son, Miss., named manager succeeding Wil-
liam Anderson who joins KOKA Shreve-
port, La., as manager.
Keith Kerby, radio-tv consultant, to KDOT
Reno, Nev., as manager, succeeding Naum
Healy who has resigned.
^Grahame Richards,
production director,
KOWH Omaha, Neb., to
Intermountain Network as
regional director of pro-
gramming for seven of its
stations (KALL Salt Lake
City; KIMN Denver; KLO
Ogden, Utah; KGEM Boise, Idaho; KLIX
Twin Falls, Idaho; KOPR Butte, Mont.,
and KM ON Great Falls, Mont.).
Warner Tidemann, formerly program man-
ager, WJBC Bloomington, 111., to WBLN-
TV, same city, as news-program director.
WBLN-TV is now off air but is expected to
BUY SOUND-FACTOR PLAINT
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MB S
Page 108 • October 28, 1957
Broadcasting
[Succe
Success Minded
TV and Film Pros
resume operation sometime in mid-Novem-
ber.
Bob Osborn and Dale Larson, WOW-TV
Omaha, Neb., named production depart-
ment director and senior production as-
sistant, respectively.
George R. Kendall, news department staff,
WJR Detroit, named publicity and program
promotion manager.
Bill Burns, program director, WYDE Bir-
mingham, Ala.; to WSAI Cincinnati, Ohio,
in similar capacity. Mr. Burns formerly was
disc jocky in Miami.
Paul Dawson, continuity supervisor, WKJG-
TV Fort Wayne, Ind., promoted to assistant
program manager. Jack Gray named news
editor. Norma Warrick and Julie Warner
to station in charge of tv continuity and
radio writing, respectively.
Edwin H. Peterson, assistant to district
manager, Eastern Airlines, Washington, to
WRC-AM-TV, same city, as publicity and
public relations manager.
M Weston J. Harris, pro-
g r a m director, WTTG
(TV) Washington, to
WRC-TV, same city, in
similar capacity, succeed-
ing James E. Kovach who
joins WBAL-TV Balti-
more, Md., as program di-
rector.
George Goldman, tv-radio promotion assist-
ant director, WCAU-AM-TV Philadel-
phia, to KPIX (TV) San Francisco as ad-
vertising-sales promotion manager, suc-
ceeding William H. Ryan who has resigned
to handle book store and write.
^Keith E. Barze,
WBRC-TV Birmingham,
Ala., named program di-
rector. He has been with
station three-and-one-half
years, coming to it from
U. of Alabama where he
was radio-tv instructor.
Jack Markward, salesman, WOOD-TV
Grand Rapids, Mich., named tv sales man-
ager.
■< Ed Sanchez, production
head, KGGM-TV Albu-
querque, N. M., to KFSD-
TV San Diego as produc-
tion manager. Mr. Sanchez
has served as production
head of KGGM-TV since
1953.
Phil Forrest to WALA-AM-TV Mobile,
Ala., as merchandising manager-research di-
rector and Auggie File joins station as an-
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editing equipment and photographic accessor-
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problems. May we help you?
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United Press news produces!
Broadcasting
October 28, 1957 • Page 109
PEOPLE CONTINUED
[Mil
OMAHA
SERVES MORE TELEVISION HOMES
than any other station in
Nebraska, Iowa and Kansas
*420,000 TV Homes — 1956 N.C.S. No. 2
COLOR TELEVISION CENTER
jt A NBC-TV
KHM^ T V Omaha -Channel 3
tflf Represented by
; EDWARD PETRY & CO., INC.
Gill try that
baking powder!"
Commercials on WGN-TV have
a way of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and watching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
withiJfftlJ JW
\J mm m
Channel9
Chicago
WBBM-TV CHICAGO staffers reportedly
created quite a stir with their elegant
attire when they covered the opening
affair of the Chicago society season for
the station's CBS News special show. The
occasion was the Consular Ball at the
Hotel Conrad Hilton. Pictured here is
WBBM-TV Women's Editor Lee Phillip,
wearing a $300 evening gown, and sound
engineer Bill Tyler (1) and cameraman
Wesley Marks who are not exactly in
their usual newsreel attire.
nouncer, Sandra Roth, tv traffic, resigns.
James B. Luck, general manager, WTVB
Coldwater, Mich., to WOWO Fort Wayne,
Ind., as public service director.
Joe Carpenter, copywriter, Carl Camenisch
Adv., Louisville, Ky., to WAVE-TV, same
city, as continuity director.
William D. Alford, assistant farm director,
WLW Cincinnati, Ohio, to WMT Cedar
Rapids, Iowa, as farm director.
Marty Roberts, disc jockey, WCKY Cin-
cinnati, Ohio, to WDZ Decatur, 111., as
farm director.
Walt Kavanagh, newscaster, KFAB Omaha,
Neb., promoted to news director.
Jim Gerdes, engineer, WNBQ (TV) Chicago,
to KHOL-TV Kearney, Neb., in similar
capacity.
Lee Jensen, announcer, WHBY Appleton,
Wis., named news editor, succeeding John
Flynn who joins WBAY-TV Green Bay,
Wis., news staff. Ken Farnsworth, WDUZ
Green Bay, and Bob Baum join WHBY as
announcers.
Winston Body, formerly with Houston news-
paper, to KTBC-AM-TV Austin, Tex., as
assistant news editor. Pat Fitzpatrick, U. of
Texas, to KTBC-TV sales staff. Kay Woods,
district promotion manager, Swin-Bak Corp.,
and Jess Glasshoff join KTBC as continuity
writer and announcer, respectively.
Don Maclean, Washington (D. C.) Daily
News reporter and feature writer, to WWDC
Washington as weekend news editor.
Sheldon Karland, news writer at KNXT-
(TV) Los Angeles and former research edi-
tor of station's Eye-to-Eye interview series,
resigned.
Jack Chaffee, assistant buyer, Macy's, S.F.,
to KFRC, same city, as national sales rep-
resentative, succeeding James A. Ingram
who joins Headley-Reed Co., station rep-
resentatives.
William E. Devlin, advertising representa-
tive, Public Relations Institute, N. Y., to
WCAX-TV Burlington, Vt., as central Ver-
mont and eastern New York regional rep-
resentative.
Doris Curda, department store advertising
manager, Tacoma, Wash., to KTNT-TV,
same city, as promotion-publicity writer.
John F. Beckman, announcer, WSJS-TV
Winston-Salem, N. C, to WFGA-TV Jack-
sonville, Fla., in similar capacity.
Jess Barker, motion picture actor, signed
by WCFL Chicago for daily 60-minute
musical program.
Phil Bowman, formerly personality at
KMOX St. Louis, Mo., to WMAQ Chicago
as m.c. of late morning program.
Bob January, announcing staff, WISH-AM-
TV Indianapolis, to WSRS Cleveland as
m.c. of Contact.
Hugh Roberts, disc jockey, formerly with
WITH and WCAO Baltimore, Md., to WWJ
Detroit as m.c. of his own show.
Jim McShane, formerly program director,
WEEK Peoria, 111., to WBBM Chicago as
disc jockey.
Eddie Williams, singer, to WBAP-TV Fort
Worth, Tex., as star of his own show.
Larry Craig, engineer, WTVJ (TV) Miami,
named shipping - receiving - building main-
tenance and properties supervisor.
John E. Mayasich, who recently completed
two years service in U. S. Army, to KSTP
Minneapolis sales staff.
Franklin G. Bouwsma, operations commit-
tee, WTVS (TV) Detroit, and tv program di-
rector at Wayne State U., same city, named
executive secretary of Detroit Educational
Television Foundation.
Ruth Mime, public service director, KFMG-
TV San Diego, author of recently published
novel Tv Girl Friday which has been pub-
lished by Atlantic-Little-Brown Co.
Howard E. Stark
50 EAST 58th STREEy ^
NEW YORK 22. N- Y
\AU Inquiries Confidential]
Page 110
October 28, 1957
Broadcasting
MIKE FLYNN (center), radio sales staff,
The Katz Agency, New York, is con-
gratulated by G. R. Katz (1), chairman
of the board, and Eugene Katz, presi-
dent, on his 25th anniversary with the
firm. A special luncheon honoring Mr.
Flynn was held in New York.
MANUFACTURING v,r. ..: .
M. J. Rathbone, president of Standard Oil
(New Jersey), elected director of American
Telephone & Telegraph Co.
Henry H. Scudder, executive vice president
of International Standard Electric Corp.
(licensing subsidiary of International Tele-
phone & Telegraph), and Jose D. Domin-
guez, executive engineer of IT&T's tele-
phone and radio operating department,
elected IT&T vice presidents. Milford S.
Klinedinst, formerly with IT&T's Farns-
worth Electronics Co., appointed ISEC di-
rector of consumer marketing.
-* Kenneth Hoagland, tv
tube division engineering
manager, Allen B. Du
Mont Labs, Clifton, N. J.,
named director of engi-
neering, tube operations.
He joined company in
1941 and has held various
engineering jobs.
Robert E. Rutherford,
industrial tube division en-
gineering manager, Du
Mont Labs named staff
assistant to vice-president.
He will help coordinate
research, development and
engineering of cathode-
ray and special tube operations.
Russell S. Rockafellow, formerly director
of production engineering, Chrysler Corp.,
to Raytheon Mfg., Co. as manager of in-
dustrial engineering.
Frederick J. Kopesky, sales administration
manager, radio-victrola division, RCA Vic-
tor, N. Y., named market planning man-
ager. Arwood S. Moore, sales releasing and
services manager, succeeds him.
Jfck
~< Frank J. Bias, man-
ager, broadcast studio fa-
cilities engineering, tech-
nical products department,
General Electric Co., Syra-
cuse, N. Y., named de-
partment's transmitter en-
gineering manager. He
If you're serious about selling your prod-
uct (if you're not, send your name to
Ripley) you don't just say it's home-
coming and see who shows up. You send
your clarion call where it'll be heard. In
Central Ohio that's WBNS Radio, rated
first by Pulse 315 out of 360 quarter hours,
6 a.m. to midnight. Monday through
Friday. Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
its RADJ9 active
TW? ffuyimy Povier In 71i/s Here \fe\le\j
$463,891,000*
Annual Effective Buying Income
f (253,000 People)
$1,827*
Annual per capita Effective Buying Income
($200 above the national average)
$5,955*
Annual per family Effective Buying Income
($500 above the national average)
"Stake out your claim" on this market by placing a
schedule of advertising on WOC — NOW!
WOC is 5000 watts ... 1420 Kc ... and an NBC
Affiliate.
* Sales Management's "Survey of Buying Power • 1956"
Col. B. J. Palmer, President
Ernest C. Sanders, Manager
Tri-City Broadcasting Co., Davenport, Iowa
Mark Wodlinger, Sales Mgr.
WOC
Peters, Griffin, Woodward, Inc.
Exclusive National Representatives
Broadcasting
October 28, 1957 • Page 111
PEOPLE CONTINUED
will be responsible for engineering design
and development of complete line of tv-
radio transmitters.
Alvaro D. Biagi, senior project engineer,
International Telephone & Telegraph Corp.
research center, to Federal Telecommunica-
tion Labs, Nutley, N. J., as executive engi-
neer.
•< Garth L. Johnson,
Dallas area field and sales
engineer, Collins Radio
Co., Cedar Rapids, Iowa,
named district sales man-
ager, headquartering in
Houston. Mr. Johnson will
serve brodcasters in south-
ern Texas.
Seymour Winuk, sales engineer, Radio Re-
ceptor Co., Brooklyn, N. Y., promoted to
assistant sales manager for selenium recti-
fiers, semiconductor division.
Ernest L. Hall, formerly general manager
of Du Mont tv division of Canadian Avia-
tion Electronics to Emerson Radio &
Phonograph Corp. as staff assistant to presi-
dent.
Frank Willis Munro, advertising manager,
Ashland Oil & Refining Co., Ashland, Ky.,
died Oct. 13 following heart attack.
OFFICERS of Colorado Broadcasters &
Telecasters Assn. met informally with
their congressmen in Denver in CBTA's
first annual "thank you" luncheon for
legislators. A major topic of conversa-
tion was Sen. George Smathers' bill
to divorce broadcasters from BMI and
the recording business. L to r: (front
row) Sen. John Carroll (D); Robert
Dolph, KFTM Fort Morgan, CBTA
president; Rep. Wayne Aspinall (D),
and George Cory, KUBC Montrose
and the Colorado Network; (back row)
Harry Hoth, KRDO-AM-TV Colorado
Springs, CBTA vice president; Phil
Mullin, administrative assistant to Sen.
Gordon Allott (R); Rep. William Hill
(R); Russel Shaffer, KBOL Boulder; Rex
Howell, KREX-TV Grand Junction; Rep.
Edgar Chenoweth (R); Robert S. Hix,
KOA Denver-CBTA secretary-treasurer;
Clayton Brace, KLZ-AM-TV Denver.
Look Back!
The man* you're looking for
may be advertised in Broad-
casting's Classified section right
now.
For personnel, jobs, equipment,
services or stations to buy or
sell, tell everyone that matters
via the Classified pages of
Broadcasting.
* or job.
PROGRAM SERVICES
Don Estey, executive vice president and one
of founders of Song Ads Inc., Hollywood
producer of radio and tv jingles and com-
mercials, has resigned. Future plans are
unannounced.
Sandy Sheldon, WRCA-TV New York, pro-
ducer of Ask the Camera, to Sandy Howard
Productions, same city, as executive pro-
ducer of The Barry Gray Show (WMCA
New York and WIP Philadelphia, Mon.-Sun.
12 midnight-2 a.m.) and Luncheon at Sardi's
(WOR New York, Mon.-Fri. 12:15-1 p.m.).
PROFESSIONAL SERVICES —-/••:—••;;• •
Richard Kane, account executive with S.
Jay Reiner Co., N. Y., contest and mer-
chandising consultant firm, named vice
president.
TRADE ASSNS. ; . .
Ralph Cohn, vice president and general
manager, Screen Gems Inc., appointed
chairman of Television and Broadcasting
Industries committee for 1957-58 drive in
behalf of Federation of Jewish Philanthro-
pies. Other members of committee include
Lester Gottlieb, CBS-TV; Reuben Jaufman,
Guild Films; Charles Oppenheim, CBS-TV;
Emanuel Sacks, NBC-TV, and Robert
Weitman, CBS-TV.
Page H2
October 28, 1957
I.
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by Broadcasting)
October 17 through October 23
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through Oct. 23
Tv Summary through Oct. 23
On
Appls.
Pend-
In
Hear-
Total Operating Stations
in U.
Air
Licensed
Cps
ing
ing
Vhf
Uhf
Am
3,024
3,010
302
468
144
Commercial 401
87
Fm
539
519
75
85
0
Noneomm. Educational 20
5
Total
4881
252
FCC Commercial Station Authorizations
As of Sept. 30, 1957 *
Am
Fm
Tv
Licensed (all on air)
3,070
519
369
Cps on air
3,133
532
531
Cps not on air
142
36
126
Total authorized
3,275
568
657
Applications in hearing
156
10
85
New stations requests
350
38
72
New station bids in hearing
113
4
50
Facilities change requests
207
20
50
Total applications pending
1,118
146
371
Licenses deleted in Aug.
0
1
1
Cps deleted in Aug.
0
2
5
Grants since July 11, 1952:
(When FCC began processing applications
after tv freeze)
Commercial
Noneomm. Educational
Vhf
363
29
Uhf Total
328 6911
21 50=
Applications filed since April 14, 7952:
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Amend.
Vhf
Uhf
Total
Commercial
1,127
337
876
590
1,466"
Noneomm. Educ
. 68
38
34
72*
Total
1,195
337
914
624
1,538»
1 177 cps (33 vhf, 144 uhf) have been deleted.
- One educational uhf has been deleted.
3 One applicant did not specify channel.
4 Includes 48 already granted.
6 Includes 725 already granted.
New Tv Stations
ACTIONS BY FCC
Albuquerque, N. M. — University of New Mexi-
co*— Granted vhf. ch. 5 (76-82 mc); ERP 2 kw vis.,
1.02 kw aur.; ant. height above average terrain
4,100 ft., above ground 34 ft. Estimated construc-
tion cost $387,000, first year operating cost $80,-
000. P. O. address University of New Mexico, Al-
buquerque. Studio location Bernalillo County.
Trans, location Bernalillo County. Geographic
coordinates 35° 12' 32" N. Lat., 106° 26' 64" W.
Long. Trans. -ant. RCA. Legal counsel Seymour
Krieger, Washington, D. C. Consulting engineer
George P. Adair, Washington, D. C. Regents of
University will operate station as non-commer-
cial-educational. Announced Oct. 23.
APPLICATIONS
Louisville, Ky. — Board of Trustees, Louisville
Free Public Library* uhf eh. 15 (476-482 mc);
ERP 19.8 kw vis., 10.7 kw aur.; ant. height above
average terrain 303 ft., above ground 380 ft. Esti-
mated construction cost $46,392, first year oper-
ating cost $16,500, revenue none. P. O. address
301-333 Library Place, Louisville 3, Ky. Studio
and trans, location Louisville, Ky. Geographic
coordinates 38° 14' 40" N. Lat., 85° 45' 27" W.
Long. Trans., ant. RCA. Legal counsel Krieger &
Jorgensen, Washington 5, D. C. Consulting engi-
neer Vandivere, Cohen & Wearn, Washington 5,
D. C. Announced Oct. 21.
Lafayette, La. — Lafayette Telecasters, vhf ch.
3 (60-66 mc); ERP 18.5 kw vis., 9.25 kw aur.;
ant. height above average terrain 456 ft., above
ground 486 ft. Estimated construction cost
$86,687, first year operating cost $140,000, reve-
nue $145,000. P. O. address 235 Quadro Vecchio
Drive, Pacific Palisades, Calif. Studio location
Lafayette, La. Trans, location Duson, La. Geo-
graphic coordinates 30° 12' 43" N. Lat., 92° 11'
37" W. Long. Trans. Dumont, ant. RCA. Legal
counsel Julian P. Feret, Washington 5, D. C.
Consulting engineer Dawkins Espy, Los Angeles,
Calif. Owners are Thomas B. Friedman and
Dawkins Espy (each 50%). Mr. Friedman is en-
gineer. Mr. Espy owns 25% of KAIR Tucson,
Ariz. Announced Oct. 9.
Norfolk, Va. — Virginian Television Corp., vhf
ch. 13 (210-216 mc); ERP 316 kw vis., 158 kw
aur.; ant. height above average terrain 349 ft.,
above ground 405 ft. Estimated construction cost
$1,006,148, first year operating cost $973,300, reve-
nue $944,000. P. O. address 419 National Bank
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
FINANCING
AVAILABLE
We have a client
to invest in a
profitable radio or
television station.
Either 100% or
part.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSalesSt., N. W.
EX 3-3456
MIDWEST
FULLTIME
NETWORK
$150,000
Terrific agricul-
tural and urban
coverage. Making
money. Well
equipped. Terms.
CHICAGO, ILL.
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
SOUTH
GEORGIA
INDEPENDENT
$65,000
Single station in
county. Now
making a profit.
Needs owner-
manager. Terms.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
MAJOR
MARKET
$200,000
1 kw daytimer.
Liberal financing.
Real estate in-
cluded.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Lite Bldg.
Rl 8-1175
Call your nearest office of
WEST
24-HOUR
OPERATION
$150,000
Regional western
market with good
record of volume
and profits. High
potential. Terms.
SAN FRANCISCO
W. R. (Ike) Twining
1 1 1 Sutter St.
EX 2-5671
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting
October 28, J 957
Page 113
FOR THE RECORD continued
Bldg., Norfolk, Va. Studio and trans, location
Norfolk, Va. Geographic coordinates 36° 51'
09" N. Lat., 76° 18' 04" W. Long. Trans., ant.
RCA. Legal counsel Cottone and Scheiner, Wash-
ington, D. C. Consulting engineer George P.
Adair Engineering Co., Washington, D. C. Own-
ers are James P. Sadler, Sidney Banks, W. W.
McClanan Jr., H. E. Savage Jr., J. Leo Hoarty,
R. R. Richardson Jr., Lewis E. Keller, S. E.
Liles Jr. and W. L. Flaugher (each 10%). Messrs.,
Hoarty, Banks, McClanan and Sadler each have
19.48% interest in WBOF Virginia Beach, Va.
Announced Oct. 18.
Translators
ACTIONS BY FCC
Television Improvement Assn., Ukiah, Calif. —
Granted cps for two new tv translator stations;
one on ch. 74 to translate programs of KBET-TV
(ch. 10) Sacramento, and on ch. 78 to translate
programs of KCRA-TV (ch. 3) Sacramento. An-
nounced Oct. 23.
White Pine Television Dis. #1, McGill and
Ely, Nev. — Granted cps for five new tv trans-
lator stations to translate programs of Salt Lake
City stations; three to serve McGill — one on
ch. 73 to translate programs of KSL-TV (ch. 5),
a second on ch. 83 to translate programs of
KTVT (ch. 4), and a third on ch. 78 to trans-
late programs of KUTV (ch. 2); and two to serve
Ely — one on ch. 80 to translate programs of
KTVT (ch. 4), and the other on ch. 75 to trans-
late programs of KUTV (ch. 2). Announced Oct.
23.
New Am Stations
ACTIONS BY FCC
Scottsville, Ky. — State Line Bcstg. Co., granted
1250 kc, 5 w D. P. O. address % J- B. Crawley,
Box 185, Campbellsville, Ky. Estimated construc-
tion cost $33,000, first year operating cost $36,000,
revenue $42,000. Principals are equal owners Red-
man L. Turner, William B. Kelly and Mr. Craw-
ley. All hold interest in WTCO Campbellsville.
Announced Oct. 23.
Remsen, N. Y. — Town and Country Bcstg. Co.,
granted 1480 kc, 1 kw D. P. O. address % Gerald
W. Prouty, 113 Summit St., Boonville, N. Y. Esti-
mated construction cost $15,077, first year operat-
ing cost $36,500, revenue $45,000. Mr. Prouty
(8.2%), former announcer-engineer, WBRY Boon-
ville, and Edwin L.- Slusarczyk (90.2%), former
station manager, WBRV, will be owners. An-
nounced Oct. 17.
Hayward, Wis. — WJMC Inc., granted 910 kc 1
kw D. P. O. address Rice Lake, Wis. Estimated
construction cost $18,780, first year operating cost
$30,600, revenue $36,000. Principals are Walter C.
Bridges (pres. -79%) and Russell J. Brown (v.p.-
21%), who have same interests in WJMC Rice
Lake, Wis. Announced Oct. 17.
Viroqua, Wis. — Parks Robinson, granted 1360 kc,
500 w D. P. O. address Box 190, Wellston, Ohio.
Estimated construction cost $17,397, first year
operating cost $38,000, revenue $40,000. Mr. Robin-
son is gen. mgr. -90% owner, WKOV Wellston. An-
nounced Oct. 23.
APPLICATIONS
Tempe, Ariz. — John L. Breece 1060 kc„ 500 w
unl. P. O. address Box 436, Lander, Wyo. Esti-
mated construction cost $53,000, first year operat-
ing cost $40,000, revenue $55,000. Mr. Breece, sole
owner, is president and approximately one-third
owner of KOVE Lander, Wyo. Announced Oct. 21.
Barnesville, Ga. — Lewis T. Graham 1590 kc, 1
kw D. P. O. address Graham Music Co., Barnes-
ville, Ga. Estimated construction cost $20,700,
first year operating cost $36,000, revenue $40,000.
Mr. Graham, sole owner, owns music shop. An-
nounced Oct. 22.
Bloomington, 111. — McLean County Bcstg. Co.
1420 kc, 1 kw D. P. O. address 1415 East Olive St.,
Bloomington, 111. Estimated construction cost $34,-
287, first year operating cost $60,000, revenue
$80,000. Owner is Warner C. Tidemann, former
general manager, then program director, WJBC
Bloomington. Announced Oct. 23.
Halfway, Md. — Regional Bcstg. Co. 1410 kc, 1
kw D. P. O. address Richard Hildreth, 703 Per-
petual Bldg., Washington 4, D. C. Estimated con-
struction cost $15,040, first year operating cost
$41,000, revenue $45,000. Owners are Richard T.
Williams (46%), David R. Mellen Jr. (44%) and
Richard Hildreth (10%). Mr. Hildreth is attorney;
Mr. Mellon is contractor; Mr. Williams is in ad-
vertising. Announced Oct. 23.
West Jefferson, N. C. — James B. Childress 1600
kc, 1 kw D. P. O. address 34 Maxwell St., Ashe-
ville, N. C. Estimated construction cost $11,639,
first year operating cost $30,000, revenue $42,000.
Mr. Childress, sole owner, is manager and 25%
stockholder of WMSJ Sylva, N. C. Announced
Oct. 23.
Spokane, Wash.— Pacific Bcstg. Co. 1280 kc, 1
kw D. P. O. address 2566 Fifth Ave., San Diego
3, Calif. Estimated construction cost $32,050, first
year operating cost $32,000, revenue $48,000. Own-
ers are John Henry Babcock, George Edward
Halleman Jr. and George E. Wilson (each one-
third). Mr. Halleman is account executive, Camp-
bell-Halleman-Wilson Advertising Agency, San
Diego; Mr. Babcock has had various business in-
terests. Mr. Wilson is account executive with
Campbell-Halleman-Wilson Advertising. An-
nounced Oct. 22.
New Fm Stations
ACTIONS BY FCC
Oakland, Calif. — Daniel Xavier Solo, granted
98.1 mc, 1.22 kw unl. P. O. address 3400 Crane
Way, Oakland, Calif. Estimated construction cost
$3,245, first year operating cost $6,400, revenue
$7,200. Daniel Xavier Solo will be sole owner. Mr.
Solo is engineer with KSAY San Francisco. An-
nounced Oct. 17.
Riverside, Calif. — Ray Lapica, granted 92.7 mc,
.687 kw unl. P. O. address 3633 Beechwood Place,
Riverside, Calif. Estimated construction cost $6,-
500. first year operating cost $5,700, revenue $10,-
000. Ray Lapica, sole owner, is owner and general
manager of KACE Riverside, Calif. Announced
Oct. 17.
San Francisco, Calif., The Chronicle Pub. Co.
— Granted cp for new Class B fm station to oper-
ate on ch. 243 (96.5 mc); EPR 13 kw; ant. 1,230
ft.; grant is without prejudice to whatever action
the Commission may deem appropriate at such
time as presently pending anti-trust actions in-
volving Chronicle may be terminated. Announced
Oct. 23.
Chicago, 111. — Frank S. Kovas Jr. granted 103.5
mc 50 kw unl. P. O. address 8114 N. Kolmar,
Skokie, 111. Estimated construction cost $6,100,
first year operating cost $14,000, revenue $20,000.
Mr. Kovas, background music service owner, will
be sole owner. Announced Oct. 23.
Baltimore, Md. — William Scott Cook, granted
97.9 mc, 10.5 kw unl. P. O. address 900 B Wilson
Point Rd., Baltimore 20, Md. Estimated construc-
tion cost $5,400, first year operating cost $2,500,
revenue $9,500. Mr. Cook, sole owner, is electronic
engineer. Announced Oct. 23.
APPLICATION
San Juan, P.R. — El Mundo Bcstg. Corp. 104.7
mc, .473 kw unl. P. O. address Box 1072, San
Juan, P.R. Estimated construction cost less than
$5,000; this fm will duplicate existing am serv-
ice, 100%. Owner is Angel Ramos (99.88%) and
others. Mr. Ramos is president and 73.64% own-
ers of WKAQ San Juan, P.R. Announced Oct. 16.
Ownership Changes
ACTIONS BY FCC
KLMO Longmont, Colo. — Granted assignment
of license from Edna H. and Grady F. Maples
and David F. White Jr., to Arline Hodgins Stein-
bach; consideration $63,000. Announced Oct. 23.
WMDF Mount Dora, Fla. — Granted assignment
of cp to Charlotte Radio and Tele. Corp. (WGrv
Charlotte, N. C); consideration $1,500 for out-of-
pocket expenses. Announced Oct. 23.
WFMF (FM) & SCA, Chicago, 111. — Granted (1)
transfer of control from Field Enterprises, Inc.,
and (2) assignment of license from Functional
Music, Inc., to Music Services, Inc. (Maurice
Rosenfield, president); consideration $125,000. An-
nounced Oct. 23.
WCSI Columbus, Ind. — Granted assignment of
licenses to White River Bcstg. Co., Inc. (interest
held by The Findlay Publ. Co., WFIN Findlay,
Ohio); consideration $100,000. Announced Oct. 23.
KLIL Estherville, Iowa — Granted assignment of
license to KLIL Inc. (Jack W. Turnbull, presi-
dent); consideration $15,000. Announced Oct. 16.
WWXL Manchester, Ky.— Granted transfer of
control from Clifford Spurlock to Roy A. Red-
mond, Cecil Corum, J. L. Tigue and 15 others;
consideration $32,450. Announced Oct. 23.
KBCL Bossier City, La. — Granted assignment of
cp to Bossier Bcstg. Service Inc. (Thomas A. De-
Clouet president); consideration $3,594 for ex-
penses. Announced Oct. 16.
WVDA Boston, Mass. — Granted transfer of con-
trol to Great Trails Bcstg. Corp. (WING Dayton,
Ohio; Charles Sawyer, president, has interests in
WIZE Springfield, Ohio; WCOL-AM-FM Colum-
bus, Ohio, and WKLO-AM-TV Louisville, Ky.);
consideration $252,500 subject to adjustment.
Commissioner Bartley dissented. Announced Oct.
23.
WJBL Holland, Mich. — Granted transfer of con-
trol from Bernard Grysen and John Lewis Klun-
gle to Bernard Brookema; stock transaction. An-
nounced Oct. 23.
KWK-TV St. Louis, Mo. — Granted assignment
of license and cp (ch. 4) to Columbia Bcstg. Sys-
tem, Inc.; consideration $2,440,000 subject to ad-
justment; conditioned that assignment not be
consummated until CBS disposes of interest in
KMOX-TV (ch. 11) St. Louis for which it has cp.
CBS is licensee of WCBS-AM-FM-TV New York
City; WBBM-AM-FM-TV Chicago; WEEI-AM-
FM Boston; KNX-AM-FM-TV Los Angeles;;
KCBS-AM-FM San Francisco; KMOX St. Louis;
WXIX (TV) Milwaukee, and WHCT (TV) Hart-
ford. Commissioner Ford abstained from voting.
Commissioner Bartley dissented. Announced Oct.
23.
KMOX-TV St. Louis, Mo. — Granted assignment
of cp (ch. 11) to 220 Television, Inc. (under voting
trust, shares are voted by Arthur A. Blumeyer,
Harold Koplar and Lillian Koplar Shenker; with-
out consideration to settle differences of 220 Tele-
vision and two other unsuccessful applicants in
ch. 11 proceeding. Commissioner Ford abstained
from voting.
WCHI Chillicothe, Ohio — Granted assignment of
license to Joseph H. and Agnes I. McGillvra
(WBIW Bedford, Ind.), d/b as Chillicothe Bcstg.
Co.; consideration $78,450. Announced Oct. 16.
KRMG Tulsa, Okla. — Granted assignment of li-
censes to Meredith KRMG Inc. (Meredith En-
gineering Co., licensee of KCMO-AM-TV Kansas
City; KPHO-AM-TV Phoenix, WOW-AM-TV
Omaha, and WHEN-AM-TV Syracuse) ; considera-
tion $500,000. Commissioner Bartley dissented.
Announced Oct. 23.
KQV Pittsburgh, Pa. — Granted transfer of con-
trol from Earl F. Reed and Irwin D. Wolf Jr.,
Voting Trustees, to American Broadcasting-Para-
mount Theatres, Inc; interests in WABC-AM-FM-
TV New York City; WLS, WENR-FM and WBKB
(TV) Chicago; KGO-AM-FM-TV San Francisco;
KABC-AM-FM-TV Los Angeles, and WXYZ-AM-
FM-TV Detroit); consideration $700,000 subject to
adjustments. Commissioner Bartley dissented.
Announced Oct. 23.
WERI Westerly, R. I.— Granted transfer of
control for Edwin B. Eastabrook Jr., to William
Robert Sweeney; consideration $74,000. An-
nounced Oct. 23.
WOKE Oak Ridge, Tenn. — Granted assignment
of license to WOKE Inc. (Arthur D. Smith Jr.,
president, has interest in WMTS Murfreesboro;
WZYK Cowan, and WDEH Sweetwater; Carter
M. Parham, vice president, has interest in WDEF-
AM-TV Chattanooga); consideration $64,000.
Commissioner Bartley dissented. Announced
Oct. 23.
KWFT Wichita Falls, Texas— Granted assign-
ment of license to North Texas Radio, Inc., (Ben
Ludy, president); consideration $300,000. An-
nounced Oct. 23.
WPRW Manassas, Va. — Granted assignment of
cp from Harold H. Hersch and Edward L. Weaver
to Prince William Bcstg. Corp. in which they are
stockholders; no monetary consideration. An-
nounced Oct. 16.
WRKE Roanoke, Va. — Granted assignment of
license to Bertram and Allan Roberts, Sherwood
J. Tarlow and Joseph Kruger, d/b as Roanoke
Bcstg. Co. (interests in WARE Ware, and WHIL
if
I
m
1
1
1
wmmmmmmmmmmmmmmmmmmmi
Florida
suo.ooo.oo
Profitable daytimer in small
but rapidly growing market. An
excellent opportunity for both
increased profits and capital ap-
preciation. $25,000. down with
the balance on easy terms.
Exclusive
1
1
s
New England
SI2J.OOO.OO
Network affiliate in solid mar-
ket with stable economy. Show-
ing fair profit under absentee
ownership. Ideal growth oppor-
tunity for owner-operator. Fi-
nancing available.
with
^3Laclcl>um f& Coynpani)
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
wmmmmmmmmmmmmmm
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
Page 114 • October 28, 1957
Broadcasting
PROFESSIONAL CARD
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-5411
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
RUSSELL P. MAY
711 14th St., N. W.
Washington 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE *
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE *
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE *
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE*
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. Dl. 3-7503
SPOT YOUR FIRM'S NAME HERE,
To Be Seen by 77,440* Readers
— among them, the decision-making
station owners and managers, chief
engineers and technicians — applicants
for am, fm, tv and facsimile facilities.
*1956 ARB Continuing Readership Study
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Lufkin, Texas
NEptune 4-4242 NEptune 4-9558
Broadcasting
October 28, 1957 • Page 115
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Page 116 • October 28, 1957
FOR THE RECORD continued
Medford, Mass., and WGUY Bangor, and WLOB
Portland, Maine); consideration $75,000. Com-
missioner Bartley voted for a 309(b) letter. An-
nounced Oct. 16.
APPLICATIONS
KAIR Tucson, Ariz. — Seeks assignment of cp
from Pima Bcstg. Co. to Josh Higgins Radio
Enterprises Inc. for $135,000, less balance due at
closing on Gates Radio Co. contract. Josh Higgins
Radio Enterprises is owned by Joe DuMond,
who owns approximately 65% of KXEL Water-
loo, Iowa. Announced Oct. 22.
KWG Stockton, Calif. — Seeks assignment of
license from Western Bcstg. Co. to KWG Bcstg.
Co. for $85,000. KWG Bcstg. is owned by O. R.
Reichenbach, Robin Hill (each 40%) and Frank
A. Axelson (20%). Mr. Reichenbach is in radio
programming and advertising. Mr. Hill has been
radio engineer. Mr. Axelson is 50% owner of
commercial art studio. Announced Oct. 18.
KGOL Golden, Colo. — Seeks transfer of control
of licensee corp. (Golden Radio Inc.) from
Rachel R. Fouse, Robert W. Fouse and William
H. Finch to Grand Canyon Bcstrs. Inc. for $39,-
000. Grand Canyon Bcstrs. also owns KHEP
Phoenix, Ariz. Announced Oct. 22.
WWIL Ft. Lauderdale, Fla. — Seeks assignment
of license from Radio Station WIL, a joint ven-
ture, to Gold Coast Radio Inc. for $130,000. Gold
Coast Radio Inc. is owned by Carmen Macri
(65%) and others. Mr. Macri is owner of WZOK-
AM-FM Jacksonville, Fla. Announced Oct. 22.
WBHB Fitzgerald, Ga. — Seeks transfer of con-
trol of licensee corp. (Ben Hill Bcstg. Corp.)
from H. C. Vaughn to Otto Griner and Paul E.
Reid for $33,500. Mr. Griner owns one-third of
WOOW New Bern, N. C, as does Mr. Reid. An-
nounced Oct. 21.
WTAY Robinson, 111. — Seeks acquisition of posi-
tive control of licensee corp. (Ann Bcstg. Corp.)
by Kathryn A. Duncan through purchase of stock
from Edwin Phelps Sr. and Edwin Phelps Jr.
for $20,000. Announced Oct. 18.
WAWK Kendallville, Ind. — Seeks relinquish-
ment of negative control of licensee corp. (Noble-
DeKalb Bcstg. Co.) by each Paul L. King and
Weldon M. Cornell through transfer of stock to
Gertrude A. Cornell, Robert E. Horn and Fred-
erick A. Monahan as gift debt-payment and sale
respectively. All of these individuals, will own
20% of station. Announced Oct. 22.
KJFJ Webster City, Iowa — Seeks assignment of
license from Land O'Corn Bcstg. Co. to Triangle
Bcstrs. Die for $55,000. Triangle Bcstrs. is owned
by D. D. Treu, Glen Barnett (each 124/250) and
others. Mr. Treu is sales rep. for KAYS Hayes,
Kan. Mr Barnett is chief engineer, KAYS. An-
nounced Oct. 22.
KPEL Lafayette, La. — Seeks relinquishment of
negative control by Howard T. Tellepsen through
sale of stock to Mrs. Thomas C. Evans, John H.
Crooker Jr., Boyd Mullen and John B. Coffee for
$1.00 per share. Each of four buyers will own 10%
of station. Mr. Crooker is attorney; Mr. Coffee is
in oil production; Mr. Mullen is an automobile
dealer; Mrs. Evans is housewife. Announced
Oct. 22.
WRKD Rockland, Me. — Seeks assignment of li-
cense from Knox Bcstg. Co. to Knox Bcstg. Co.
Inc. for $60,500. Knox Bcstg. Co. Inc. is owned
by Carleton D. Brown (50.7%) and others. Mr.
Brown is president and general manager of
WTVL Waterville, Me., less than 8% stockholder
of WABI-AM-TV Bangor, Me., less than 6%
stockholder of WMTW (TV) Poland Spring, Me.
Announced Oct. 18.
KFYR-AM-TV Bismarck, KMOT-TV Minot,
KTJMV-TV Williston, all N. D. — Seeks acquisition
of positive control of licensee corp. (Meyer
Bcstg. Co.) by Marietta Meyer Ikberg (63.83%)
through sales of stock by Etta Hoskins Meyer to
licensee (stock to be retired) in exchange for
budding owned by the corp. Announced Oct. 23.
KAJO Grants Pass, Ore. — Seeks assignment of
cp from James O. Wilson and Jim T. Jackson d/b
as Grants Pass Bcstg. Co. to James O. Wilson,
Jim T. Jackson and Phil Jackson d/b as Grants
Pass Bcstg. Co. for $6,000. Phil Jackson will own
50%; other two 25% each. Announced Oct. 22.
WHC (TV) Pittsburgh, Pa. — Seeks acquisition
of negative control of WHC Inc. through sale of
50% of stock from P. G. Publishing Co. to H.
Kenneth Brennen, Margaret M. Brennen and
Mary Thelma Bregenser for $500,000. Transferees,
collectively, have owned 55% of stock of WJAS-
AM-FM Pittsburgh, Pa., and WHJB Greensburg,
Pa. Announced Oct. 9.
WNEL Caguas, P.R. — Seeks transfer of control
of licensee corp. (Inter-American Radio Corp.)
from Dr. Diego A. Biascoechea to Eduardo Bi-
ascoechea, Emilia Pereda de Biascoechea and
Carlos E. Chiesa for $26,040. Eduardo Biascoechea
will own 49.4%; Emilia Pereda de Biascoechea,
48.4% Carlos E. Chiesa, 2.2%. Eduardo Bias-
coechea is employee, C.A.A., Dept. of Commerce,
San Juan, P.R.; Emilia Pereda de Biascoechea is
housewife and teacher. Announced Oct. 22.
WCRE Cheraw, S. C. — Seeks assignment of li-
cense from Radio Cheraw Inc. to E. G. Robinson
Jr. and William Wagner d/b as Pee Dee Bcstg.
Co. for $5,000 deposit; $15,000 upon closing date.
E. G. Robinson Jr. ownes 51% of Pee Dee Bcstg.
and William Wagner, 49%. Mr. Robinson is own-
er of WDKD Kingtree, S. C. Mr. Wagner is 25%
stockholder of WBEJ Elizabethton, Tenn. An-
nounced Oct. 22.
WLBG Laurens, S. C. — Seeks transfer of con-
trol of licensee corp. (Laurens- Clinton Bcstg. Co.)
from Scotland Bcstg. Co. to Charles W. Dowdy as
part of previous sale. Announced Oct. 22.
WROM-TV Chattanooga, Tenn. — Seeks transfer
of control of permittee corp. (WROM-TV Inc.)
from Dean Covington as Executor of Leon Cov-
ington Estate, Edward N. McKay, Charles Doss
and Mary W. Jessee to Martin Theatres of
Georgia Inc. for $722,500 subject to certain re-
ductions. Martin Theatres of Georgia is owned by
E. D. Martin and R. E. Martin Jr. (each 50%).
Messrs. Martin and Martin have real estate,
theatre and transportation interests. Announced
Oct. 8.
KDDD Dumas, Tex. — Seeks acquisition of posi-
tive control of licensee corp. (North Plains Bcstg.
Corp.) by Lucian W. Spencer through purchase
of stock from William L. Spencer for assumption
of indebtedness. Announced Oct. 21.
KORC Mineral Wells, Tex. — Seeks assignment
of license from J. Elroy McCaw to Action
Bcstg. Corp. for $10,000 plus promissory note.
Action Bcstg. Corp. is owned by J. H. Kultgen,
Wm. Stinson, Bernard Rapoport (each 26.32%)
and others. Mr. Kultgen has various business in-
terests; Mr. Stinson has worked as news director,
WFAA Dallas and as local time salesman, KWTX
Waco, both Tex.; Mr. Rapoport is in insurance.
Announced Oct. 22.
KOYE Ysleta, Tex. — Seeks assignment of li-
cense from John S. Chavez, Paul G. Amaya,
Guadulupe Caballero, Salvador Villareal and
Gabriel S. Chavez to these same individuals, mi-
nus Paul G. Amaya. Corporate change. No con-
trol change. Announced Oct. 21.
KOWB Laramie, Wyo. — Seeks transfer of con-
trol of licensee corp. (KOWBoy Bcstg. Co.) from
Richard P. McKee, Virginia A. McKee and Gor-
don David to Richard Power, John Hunter and
Oswald A. Friend Jr. for $108,000. Mr. Hunter will
own 80%; Mr. Friend, 15%, and Mr. Power,
5%. Mr. Hunter has 58% interest in WCMP Pine
City, Minn. Mr. Friend is broker. Mr. Power is
50.5% owner of WAVN Stillwater, Minn., and
30% owner of WCMP. Announced Oct. 18.
KTHE Thermopolis, Wyo. — Seeks assignment of
license from Thermopolis Bcstg. Co. to W. S.
Black tr/as Independent Record. Mr Black is
owner of Independent Record, newspaper, Ther-
mopolis and 50% owner of building and real
estate firm. Announced Oct. 23.
Hearing Cases
INITIAL DECISIONS
Hearing Examiner Herbert Sharfman issued
initial decision looking toward setting aside Aug.
29 Memorandum Opinion and Order which post-
poned effective date of June 27 grant of applica-
tion of North American Bcstg. Co. for new am
station (WMNI) to operate on 920 kc, 500 w,
DA-1, TJ, in Columbus, Ohio, and reinstating and
affirming that grant.
Hearing Examiner Hugh B. Hutchison issued
initial decision looking toward grant of applica-
tion of Southwest Bcstg. Co. for new tv station
to operate on ch. 8 in Elk City, Okla.
Hearing Examiner J. D. Bond issued initial
decision looking toward (1) dismissing protest
by Community Bcstg. Service, Inc. (WWBZ)
Vineland, N. J., and (2) affirming Commission
actions in granting and in declining to stay the
grant of application of The Delsea Bcstrs. for
new am station (WDVL) to operate on 1270 kc,
500 w, D, DA, in Vineland.
Routine Roundup
ACTIONS BY FCC
Commission invites comments to proposed rule
making to amend the allocation plan for Class
B fm stations by substituting ch. 262 for ch. 233
in Salinas, Calif. KPFA (ch. 231) petitioned for
deletion of ch. 233 from Salinas so that a station
would not be established there on that channel
thereby causing interference in the Salinas area
to reception of KPFA signals.
Commission invites comments to proposed rule
making to amend allocation table for Class B fm
stations by deleting ch. 227 from Tacoma, Wash.,
and substituting ch. 284 for 279 in Olympia and
ch. 289 for 284 in Centralia. Purpose of proposal
is to make Class A ch. 280 available for assign-
ment to a new station in Tacoma, as proposed in
application filed by Thomas Wilmot Read.
Granted renewal of license of following sta-
tions: WMTI Norfolk, Va.; WARK Hagerstown,
Md.; WVEC Hampton, Va.; KQV (aux. only)
Pittsburgh, Pa.; WBOF Virginia Beach Va.
By Report and Order, Commission finalized
rule in Docket 12106 and amended its tv table of
assignments by assigning ch. 12 to Mankato
Minn., and changing offset carrier requirements
for that channel from even to minus in Brainerd,
Minn., and from minus to plus in Ironwood,
Mich., effective Nov. 20.
By Memorandum and Order Commission denied
petition by WTVJ Die, applicant for ch. 11 in
Houma, La., for reconsideration of Commission
June 27 grant of cp to Supreme Bcstg. Co., Die,
for experimental tv station to operate on ch. 12
in New Orleans, La., simultaneously with latter s
operation of its station WJMR-TV on ch. 20 in
Continued on page 121
Broadcasting
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• SITUATIONS WANTED 200 per word — $2.00 minimum • HELP WANTED 25* per word — $2.00 minimum.
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• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Bboadcasting expressly repudiates any liability or responsibility for their custody or return.
RADIO
Help Wanted
New station requires almost entire staff. Must
be experienced. Need news man, disc jockeys,
salesmen and continuity writer. News-men and
disc jockeys send tape with first letter. All tapes
returned. All replies confidential. Write Box
214B, BROADCASTING.
Management
Young, experienced manager for well-equipped
eastern seaboard daytimer in rural market. Good
pay and percentage of profits. Box 605B, BROAD-
CASTING.
Manager wanted immediately for radio station
in metropolitan Canadian city. The right man
should be strong on sales and promotion and
willing to accept real challenge to build up
station. Excellent opportunity for man not
afraid of plenty of work at least for the first
year. Excellent salary and incentive. Rush full
details and previous experience to Box 718B,
BROADCASTING.
Commercial manager needed for new station
KBBB, Borger, Texas. Contact R. L. McAlister,
phone Broadway 44486, Borger.
Commercial manager. Good Salary plus com-
mission for go-getter. Must be able to produce.
Enterprising station in Tidewater area. WDDY,
Gloucester, Va.
Manager-salesman-promoter for solid, excellent
home-town station. Contact Bevins, WMLF, Pine-
ville, Kentucky.
Sales
Needed. Well experienced salesman or sales
manager for eastern North Carolina regional.
Salary plus commission. Good opportunity for
alert salesman. Send information including photo
and references to Box 533B, BROADCASTING.
New owners in expanding midwest single sta-
tion market need complete new sales staff. Fast
paced, contemporary programming. Guarantee
against liberal commissions, protected account
lists, no ceiling on earnings. Chance for ad-
vancement in fast growing organization. Full
resume and references first letter. Box 649B,
BROADCASTING.
Good opportunity in Wilmington, Delaware for
experienced man who can sell radio. Guaranteed
$125 per week against 15%. Personal interview
necessary. List age, education, experience, pres-
ent billing. Box 685B, BROADCASTING.
Good, steady salesman for one of the best mar-
kets in the country. A real deal for the right
man. Contact Clyde Wilson, KWFC, Hot Springs,
Arkansas.
We want a hungry young fellow to take over our
sales department. Guarantee plus 15% commis-
sion. No limit to sales opportunity in this market.
Call or write WIRO, Ironton, Ohio.
Announcers
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, BROADCASTING.
Florida top-notch pop DJ. $100 week to start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, BROADCAST-
ING.
Combination man for morning duty eastern North
Carolina network affiliate. Please send full par-
ticulars and tape. Box 531B, BROADCASTING.
Good combo strong on announcing needed soon.
No maintenance. Audition tape and references
should be sent immediately. Box 532B, BROAD-
CASTING.
Disc jockeys: Know your music? Station with
more listeners than all competitors wants two
men. Outstanding Storz style dj, also combo
man. Openings in sixty to ninety days. Move
up fast and make more money in expanding
Illinois operation. Send tape and pic with com-
plete resume. Box 555B, BROADCASTING.
RADIO
Help Wanted — (Cont'd)
Announcers
Pennsylvania independent wants man with some
experience for straight announcing. $70. Perma-
nent position. Box 660B, BROADCASTING.
Announcer, first phone, no maintenance. Must
have good voice, experience. Good pay and
fringe benefits. Eastern seaboard. Box 661B,
BROADCASTING.
Effective announcer familiar with continuity,
ready for sales. Wages match ability. Box 663B,
BROADCASTING.
Need immediately: Top production announcer for
southern Alabama outstanding CBS affiliate.
Music — news. 30,000 population. Excellent pay
for right man. Must have good voice, be quality
and production conscious, collect and write news.
Need man full of enthusiasm for new radio con-
ceptions. Send full resume, tape of production
work and salary requirements to Box 702B,
BROADCASTING.
Announcers-engineers, and announcer-salesmen
wanted by upper northeast most listened to
station. Excellent money if you're willing to
work. Box 719B, BROADCASTING.
New music and news station going on the air in
30 days. Need 4 dj's, one newsman. Send tape,
resume, etc. Box 741B, BROADCASTING.
Alert, experienced dj announcer. Wanted by mid-
west indie, multiple station operation. Send tape,
resume and picture first letter. Box 748B, BROAD-
CASTING.
Experienced announcer with first class license
for progressive 5 kilowatt station in booming
southwestern market. Start $90 for 44 hour week,
regular increases to better than average salary,
paid insurance, vacations, good growth opportu-
nities. Also need good announcer without license.
Send tape, complete information. Box 754B,
BROADCASTING.
Need tape, resume, photo from versatile an-
nouncer. 50 kw central New York station. Box
762B, BROADCASTING.
Pleasant experienced morning dj for 5000 watt
independent eastern station. Good salary. Send
tape, references, photo. Box 767B, BROADCAST-
ING.
$150 wk to rhyming dj who can intro records in
rhyme "singing rage, Patti Page," etc. Experi-
enced. Bright voice. Call Akron, Ohio, Black-
stone 3-6171.
Announcer for early morning shift. Must be
sharp on reading weather, markets, news and
sports. At least 2 years station experience. First
application by letter only. Do not send tape.
Radio KCOL, Fort Collins, Colorado.
KFOR, Lincoln, Nebraska needs announcer right
away. Strong on records and commercials. Rush
tape and particulars to Program Director.
Opportunity for married staff announcer. Send
resume. ABN Network. KFRO, Longview, Texas.
Announcer who knows concert music wanted by
am station in metropolitan market. Must have
first phone. West Coast applicant preferred. Send
complete details, audition tapes via air mail.
KGMS, Hotel Senator, Sacramento.
Deejay. Good voice, bright delivery. We want a
man who can think new! Starting salary $500.00
per month, excellent advancement opportunity.
Send tape and resume to Bob Stevens, KILT,
Houston, Texas.
Top money to top men! Number one music and
news indie has immediate openings for per-
sonality dee-jays-grow with Kansas' fastest
growing station, must have first phone, but no
maintenance work required. Write, wire or phone
collect, Ed Schulz, KJAY, Topeka, Kansas.
RADIO
Help Wanted — (Cont'd)
Announcers
DJ for popular music, local news stStion. Possi-
ble sales, good salary. KLEX, Lexington, Mis-
souri.
Ajinouncer with first phone, no maintenance,
contact G. C. Packard, KTRC, Santa Fe, N. M.
Dnmediate opening for experienced announcer
with first class ticket. Northeastern Arizona net-
work station. Air mail tape, photo, complete re-
sume. KVNC, Winslow, Arizona.
New Texas daytimer needs stable staff. Live
wire dj's that can write production copy.
Experienced newsman. Good pay with growing
group. Send resume and tape. KZEY, Tyler,
Texas.
Immediate opening. Experienced combo man
with some sales experience. Established 250 wat-
ter in major market. Send resume and tape to
Manager, WABY, Albany, New York.
Announcer: Up to $110.00 week for announcer
with first phone who can do good dj job on pop
show and news. All new Gates equipment, new
modern studios. Can advance with growing
chain. Selling not required but will pay 15% to
men interested in working towards managers
job. Call or write Hudson Miller, WARF, Jasper,
Alabama.
Announcer with approximately one year experi-
ence looking for permanency and a real future,
for morning show. Send tape, resume and pic-
tures to WARK, Hagerstown, Maryland.
Bright friendly morning man. Phone 30592.
WATG, Ashland, Ohio.
$100.00 per week at fulltime network kilowatt
for experienced announcer to assume some PD
responsibilities. You'll like station facilities, co-
workers, glowing town of 18,000. Contact Howell
Ashford, WCRK, Morristown, Tennessee.
Announcer opportunity: 1 kw daytime ABC Net-
work station. Resort community ideal living and
working conditions. Send resume. Experience not
necessary. Apply Jack Younts, WEEB, Southern
Pines, N. C.
Florida station with 5000 watts needs experienced
announcer. Southern man preferred. Send short
tape, picture and complete history to S. O.
Ward, WLAK, Lakeland, Florida.
If you have a first phone ticket, enjoy reading
hourly newscasts with a station policy that fea-
tures sweet music with minimum use of voice,
these newspaper owned am and hi-fi fm stations
would like to hear from you. Call collect, Fred
Gresso, WRSW, Warsaw, Indiana.
Will pay good bucks to bright announcer who
can make dj show really move. No screamer,
but lots of punch. Some news, added opportuni-
ties in tv. Send photo, tape and resume to Pro-
gram Director, WVET, Rochester 4, New York.
Technical
Chief engineer for Pennsylvania operation. Main-
tenance and repair experience essential. Con-
struction experience an advantage. Prefer mar-
ried man seeking permanency. Up to $125 weekly
to start. Car necessary. Send resume and photo.
Box 275B, BROADCASTING.
Chief engineer-announcer for fulltime single
market network station. $100.00 weekly for right
man with fair engineering ability and strong
announcing. Contact KRTN, Raton, New Mexico.
Engineer, first phone operator for immediate
opening. Top salary commensurate with ability,
WBRV, Boonville, N. Y. Phone 11.
Wanted: Engineer, radio. Young man, holder of
first phone. Can be beginner, technical school or
equivalent background preferred. Some main-
tenance work, no announcing. Write or phone
Chief Engineer, Radio Station WIMA, Lima,
Ohio.
Immediate opening, first phone operator. WSYB,
Rutland, Vermont.
Broadcasting
October 28, 1957 • Page 117
RADIO
RADIO
RADIO
Help Wanted
Technical
We have immediate opening for chief engineer-
announcer at one kilowatt daytimer, Florida east
coast, up to $100 for 40 if you can qualify. Send
tape, fact sheet and foto to Box 757B, BROAD-
CASTING.
Production-Programming, Others
News editor for NBC station in midwest. Top
salary. Must report, write and air news. Send
tape and background resume. Position available
now. Box 614B, BROADCASTING.
Director of continuity in radio-tv operation in
midwest. Good salary with plus benefits in good
organization and pleasant working conditions.
Prefer male, but good women with experience
and executive ability will do. Send sample of
work immediately plus complete history and
picture. Box 766B, BROADCASTING.
Program director needed for new station KBBB,
Borger, Texas, contact R. L. McAlister, phone
Broadway 44486, Borger.
News director needed for new station KBBB,
Borger, Texas, contact R. L. McAlister, phone
Broadway 44486, Borger.
Write well? Then write right now giving reasons
why you feel qualified to be publicity director
for 50,000 watt station. Good opportunity and
good money for the right man. Send application
to Promotion Manager, KYW Radio, Cleveland,
Ohio.
Newsman. Radio-television, capable leg and air
man with small market station experience who
can gather, write, and air news; journalism
education background preferred; married; vet-
eran; stable and dependable with good refer-
ences; one who wants a permanent berth in a
news department which has twice received na-
tional recognition. Scale starts at $85 for 40
hours. Salary commensurate with experience
and ability. Write or phone W. P. Williamson,
WKBN, Youngstown, Ohio. Sterling 2-1145.
CBS affiliate, central Illinois, needs local news
reporter, announcer. Experience leg man pre-
ferred. Excellent working conditions, good pay.
Send tape, copy samples, resume to WSOY,
Decatur, 111.
Continuity director, 1000 watt fulltime independ-
ent. Immediate opening for male or female ex-
perienced continuity writer. Salary commen-
surate with experience. Personal interview nec-
essary. Send sample continuity and personal
sketch to Joe Haas, WWCA, Gary, Indiana.
Situations Wanted
Management
Station manager or sales manager. 19 years in
business, including sales manager, station man-
ager and owner. Now sales manager of 1000
watter. Prefer Florida, will go anywhere, 39,
married, one child, let's make a deal. Box 715B,
BROADCASTING.
Manager and program director team with suc-
cessful music and news station in major markets
desire to relocate in north. Experienced, mature,
with proven ability and talent. Excellent per-
sonal and business references. Box 729B, BROAD-
CASTING.
Medium market general-commercial manager-
program director desires position in or near
Great Lakes states! Will consider all positions
open in this area! Sales-announcing-production!
Best references! Box 738B, BROADCASTING.
Manager position or will consider combo. Have
1st class license, minimum salary $115. South
only. Box 749B, BROADCASTING.
Sales
Eleven successful years in sales, three sales-
manager. Family, 31, active in community affairs,
one employer six years. Fine references. Box
724B, BROADCASTING.
Free, from USAF to resume radio career. Five
years as dj -announcer in top 125. Prefer dj-
salesman in top 1000. Perform and sell own
show. Box 733B, BROADCASTING.
Announcers
Sports announcer. Football, basketball, baseball.
7 years experience. Finest references. Box 974A,
BROADCASTING.
Deejay, personality. Run board, restr. ticket.
Likes work. Looking for spot to grow in. Go
anywhere. Tape and resume, Box 468B, BROAD-
CASTING.
Negro deejay. Good board man, fast patter,
smooth production. I'm the one you're looking
for. Tape and resume. Box 469B, BROADCAST-
ING.
Gal deejay, run board, double as recep. if
needed. Plenty of ideas to grab audience. Tape
and resume. Box 470B. BROADCASTING.
2 years experience. Strong music, Basie to
Beethoven. News, write continuity and copy.
Tops on board. Box 525B, BROADCASTING.
Top-rated country and western deejay. First
phone. No maintenance. Box 575B, BROAD-
CASTING.
I'm looking ahead, are you? Desire play-by-play
of basketball and baseball. Presently sports di-
rector in southwest. Box 618B, BROADCASTING.
If you're looking for an experienced announcer
who can operate a console, and is not "run of
the mill" and can capably handle and breach in
station operation when occasion demands, then
write to Box 633B, BROADCASTING, for all in-
formation, resume and tape.
Baseball announcer-PD, desires more minor
league experience in good market. Currently
employed in midwest market of 500,000. Uni-
versity graduate. Box 682B, BROADCASTING.
Morning man top midwest regional desires better
job. Top ratings. Get full story. Box 707B,
BROADCASTING.
DJ, 3 years experience, knows music, can sell,
family. Box 709B, BROADCASTING.
Children's announcer. Excellent in all announc-
ing. Fully trained news production, commercials
and writing. Remotes a specialty. Married, two
children. Box 710B, BROADCASTING.
Announcer-salesman. Graduate. Mature. Dignified
voice. Strong on commercials. Wants experi-
ence at small station. Salary unimportant. Box
713B, BROADCASTING.
Nine years, announcing, producing, directing,
Radio. Television. Film. Box 720B, BROADCAST-
ING.
Homesick, that's all. Anywhere within 200 miles
Philadelphia. First phone, announcer-musician-
comedian. Minimum $125.00. Box 721B, BROAD-
CASTING.
Want to go west. In Illinois for nine years as
announcer in radio and tv. Deejay, radio and tv
news, sports, weather. Continuity, production,
merchandising, set designs, lighting. Box 723B,
BROADCASTING.
Wanted: Sportsminded station by sportsminded
announcer. Play-by-play-color football, baseball.
News, dj. 6 years experience. 23, married, vet.
Write Box 737B, BROADCASTING.
Situations Wanted — (Cont'd)
Announcers
Have the training. Now desire opportunity for
gaining experience as newscaster/copywriter.
Male, 32, single. Prefer southwest. Box 740B,
BROADCASTING.
Tri-state free-lance radio and television personal-
ity wishes to relocate permanently in eastern
metropolitan area. Highest qualifications. Proven
ability can do any job in radio and tv you want
done, and do it well. Sports, news, commercial,
personality announcing. Photo, resume, tape,
recommendations. Box 743B, BROADCASTING.
Hillbilly personality with No. 1 rating, wants
work in southeast. Good references. Write Box
744B, BROADCASTING.
Announcer, dj, excellent newscasts, commercials,
married, stable, five years experience, three
years with present employer, wants position
with responsibility, future at progressive station.
Write Box 746B, BROADCASTING.
Veratile radio-tv personality available soon. Cap-
able commercial announcer, successful experi-
ence all phases radio and television. Top-notch
pianist, strong on live audience and audience
participation shows. Family man, 33, active in
community affairs, good character and ability
references. Beginning fourth year with eastern
radio-tv network affiliate. Seeking change be-
cause this management so vacillating. Bound by
commercial commitments until January 2. For
more information, write Box 750B, BROAD-
CASTING.
Announcer-dj, glib, pleasant, polished, five years
experience all phases, metropolitan area, $125
weekly. Box 751B, BROADCASTING.
Young announcer. Has experience. Personality.
Audition in person or tape on request. Will
travel. Improvement and advancement, goal.
Start immediately. Box 753B, BROADCASTING.
Northern family man, experienced in radio, de-
sires opening for announcing position with top
flight station. Wants relocation. Graduate from
top radio and television school. Box 758B,
BROADCASTING.
Announcer, first phone, no maintenance, experi-
enced, married, college, veteran, employed. Box
760B, BROADCASTING.
Top announcer on 1 kw independent. Desires to
relocate in the south. All offers considered.
Stable family man. Len Lovette, WRWJ, Selma,
Alabama.
Spanish-English dj personality available im-
mediately. George Mitchell, 972 Park Place,
Brooklyn, N. Y., President 8-2807.
Technical
Seeking job as radio or tv engineer with first
class ticket. Can handle any job plus personnel.
Best of references. Box 574B, BROADCASTING.
6 years experience as engineer. No announcing.
Prefers New York. Box 626B, BROADCASTING.
Announcer, 1st phone, routine maintenance only,
want some sales near future. $85, no car, all lo-
cations considered, available immediately. Box
708B, BROADCASTING.
Engineer, 7 years experience am and fm, trans-
mitter, studio operation, remotes, remote con-
trol, maintenance, construction. Sober, will re-
locate. Box 735B, BROADCASTING.
1st class engineer-announcer, available Novem-
ber 15, serious music station only. Box 752B,
BROADCASTING.
Production-Programming, Others
Program director-sports director. Fully qualified
with 6V2 years experience. Play-by-play three
major sports. Experience in sales, news editing,
all facets of radio including managerial duties.
V>'z years added experience in tv- — news and
sports. College education, married. Seeking
permanent position and residence. Preference
midwest. Available immediately. Reply Box 551B,
BROADCASTING.
Ambitious business lady, 28. Position as assistant
continuity editor, typing supervisor, or recep-
tionist-typist. 10 years experience. Box 617B,
BROADCASTING.
WANTED IMMEDIATELY!
Announcer ($75-$100 weekly
to start), (News man, same sal-
ary), Gal Friday ($60-$75) to
start . . . men must be an-
nouncers, not just disc jockeys
and MUST be able to operate
board. Station is new in N E
Ohio in "swinging area" . . .
station operates on entirely
new concept of radio (30%
more music) and is making
money. Please, no phonies,
just pluggers . . . must send
tape and experience and ref-
erences to our other station, Box
151, Butler, Pennsylvania. All
tapes returned immediately.
Gal must type and take long
hand dictation. Record hop
money available. Splendid
community acceptance. This is
a wonderful deal for the right
people.
Page 118 • October 28, 1957
Broadcasting
RADIO
TELEVISION
TELEVISION
Situations Wanted — (Cont'd)
Production-Programming, Others
Continuity director available immediately.
Twelve years experience radio-tv. Excellent ref-
erences. Box 647B, BROADCASTING.
Radio-tv time sales responsible spot sought by
r-tv spot buyer. Advertising gal with all-around
agency experience, executive follow-thru ability,
plus sales rep background, can be added bonus
to enterprising station sales rep. Box 711B,
BROADCASTING.
Newsman. Strong on local coverage. Fifteen
years in the broadcasting business have taught
this 36-year-old reporter that "home-town" news
and the local slant provide the best holding ap-
peal for your station's audience. Have worked in
most phases of the industry from staff an-
nouncer to program director and station man-
ager; from CBS New York to Vicksburg, Miss.,
and Sacramento, Calif. Believe in the type of
news coverage which emphasizes the station's
position in the community as a source of author-
itative information and accurate reporting, fea-
turing the actual voices of the people who figure
in the news. Strong on on-the-scene coverage
and round-the-clock reporting. Not a political
commentator or gossip editor, but a reporter who
gathers, writes and delivers with conviction and
authority. If your organization requires the
services of a mature and dependable news re-
porter, or if you have recently lost an estab-
lished newspot and wish to regain it, please
contact this box as soon as possible. Tape, copy,
sample commercials, referances and details avail-
able at your request. The right job can be filled
immediately. Box 716B. BROADCASTING.
Available immediately. Experienced copywriter.
Will send sample copy on request Box 730B,
BROADCASTING.
News director of midwestern radio-tv operation.
Eight years experience. Box 736B, BROADCAST-
ING.
Newsman, mobile reporter, all-around announcer
for 12 years, currently with top Washington, D. C.
station. Seeks far southwest. Box 768B, BROAD-
CASTING.
Commercial continuity writer with seven years
experience in radio and television. Ellis Babcock,
913 S. 12th, Manitowoc, Wise.
TELEVISION
Help Wanted
Management
Sales manager for tv; middle west, middle range
metropolitan market; basic network affiliation;
rugged competition. Offers complete sales author-
ity over network, regional and local sales with a
staff of four. Age preference, 35 to 45; must have
at least 3 years tv experience. Give current ac-
tual income status. Box 622B, BROADCASTING.
Announcers
Disc jockey for on-camera tv teenage dance pro-
gram. Program on air over 1 year, successful,
sold out. Present talent forced to leave because
of health problem. Opportunity for good base
pay scale and talent fees. Some announce board
work required. Must have drive and be mature
enough to handle teenage guests. Preferred age
span, 25-35. Location, midwest metropolitan mar-
ket, basic network affiliate station. Please give
current income status in replying; also send
photograph and tape or film if possible. Box
623B, BROADCASTING.
VHF looking for strong on-camera announcer.
Starting salary commensurate with experience
and ability. Send tape, pic, immediately to Box
706B, BROADCASTING.
Two experienced announcers with control room
experience for top regional am and full power
vhf-tv. Minimum of two years experience re-
quired. Send full information, audio tape
labeled, with return postage, and recent picture,
to Merritt Milligan, KHQA-TV, WCU Building,
Quincy, Illinois.
Immediate opening tv announcer-director. Must
be experienced all phases announcing and tv
production. Permanent. Exceptional company
benefits. Send tape, resume to Program Director,
WINR-TV, Binghamton, New York.
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B, BROADCASTING.
Help Wanted— (Cont'd)
Technical
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
TV studio supervisor, with opportunity of ad-
vancing to asst. chief, needed for NBC-TV, with
over 300,000 sets, central U. S. station. Mainten-
ance and repair experience essential. Write Box
727B, BROADCASTING.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee,
Wisconsin.
Production-Programming, Others
Artist-photographer combination. Must have let-
tering and cartooning and general art back-
ground, also knowledge of Bolex 16mm, Lika
and Polaroid cameras. Give background and
salary requirements to Box 637B, BROADCAST-
ING, southeastern NBC affiliate.
Girl continuity writer with some tv experience.
Good pay, pleasant climate. Send resume and
spots and program samples. Box 703B, BROAD-
CASTING.
Midwest's most progressive television operation,
expanding facilities, looking for outstanding
production man who also has experience as
talent. Also male personality who's first and last
name is versatility. Only mature, sober people
interested in giving their all in exchange for an
unlimited future need apply. Send picture, refer-
ences and full details first reply. Box 732B,
BROADCASTING.
TELEVISION
Situations Wanted
Management
Experienced sales manager wants permanent
position with vhf as manager or sales manager.
14 years experience all phases broadcasting. Good
character and ability references. Family man,
active in community affairs. Box 726B, BROAD-
CASTING.
Sales
TV salesman, 4 years. Anxious to work where
ideas as well as time can be sold. Box 761B,
BROADCASTING, for resume.
Announcers
Seeking job as staff announcer radio-tv. Thor-
oughly trained. Live commercial experience.
Pleasing voice, personality. Tape available. Box
369B, BROADCASTING.
Experienced announcer, dj, news. Restricted
ticket. Desires advancement with future. Sober
family man. Tape available. Box 764B, BROAD-
CASTING.
Experienced announcer, news, dj. Desires ad-
vancement to tv. Sober family man. Tape and
photo available. Box 765B, BROADCASTING.
Prod action -Program min g, Oth ers
Program director-producer-director. Live televi-
sion and films. Twelve years all phases program-
ming-production. Stations and advertising agen-
cies. Will relocate. Top credits and references.
Box 414B, BROADCASTING.
Production manager with programming experi-
ence desires to relocate in or out of the country.
7 years tv experience; top references. Box 607B,
BROADCASTING.
Dumbest director going desires new station for
makegoods. Experienced. Have tv cufflinks, must
stay in industry. Write quick. Personal discrep
report rushed. Box 701B, BROADCASTING.
Situation wanted preferably in Florida or Cali-
fornia. Experienced television director and film
editor. Three years commercial experience. Mar-
ried, 26-years-old, veteran, college graduate. Pres-
ently employed bv large midwest television sta-
tion. Box 712B, BROADCASTING.
Director-producer-announcer, 10 years all phases.
Creative, hardworking, versatile. Box 731B,
BROADCASTING.
Director-cameraman. Married. 4 years heavy ex-
perience. All phases production. Presently em-
ployed top basic. Desires more opportunity. Per-
sonal interview. Box 734B, BROADCASTING.
Situations Wanted— (Cont'd)
Production-Programming, Others
TV copywriter, experienced in production and
on-camera work, prefer southern location. Box
759B, BROADCASTING.
FOR SALE
Stations
All, majority, or minority interest in good, estab-
lished, progressive independent operation in
southeast. Only experienced, capable, and finan-
cially responsible individual or firm will be con-
sidered. Box 756B, BROADCASTING.
Two Georgia stations in small and secondary
markets, priced at $42,000 and $75,000 respectively.
Some terms. Paul H. Chapman Company, 84
Peachtree, Atlanta.
North central state station with substantial gross
income. $375,000 total consideration. Financing
can be arranged. Paul H. Chapman Company, 17
E. 48th, New York.
Tennessee small market station; $52,500 total;
$15,000 down. Paul H. Chapman Company, 84
Peachtree, Atlanta.
Florida stations — after purchases resulting in the
depletion of our offerings, we now again can offer
stations here in a range of prices and from small
to major market locations. Paul H. Chapman
Company, 84 Peachtree, Atlanta.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
UHF equipment, used, 1 kw GE transmitter, GE
TY-24-B helical 4-bay antenna and all studio and
transmitter equipment necessary for live, film
and network operation. Very reasonable Box
946A, BROADCASTING.
Heavy 350 ft. insulated self supporting tower.
Bottom 185 ft. erected being used. Top 165 ft.
available. Best offer takes whole tower or part
as is and where it is. Box 704B, BROADCAST-
ING.
Attention new radio stations. Brand new, back
stocked, country, western, spirituals records, for
sale. Very reasonable. Below wholesale. Major
artists and labels. Box 714B, BROADCASTING.
Co-axial cable 1%" Teflon, Andrew type 551,
brand new, in original shipping crates. 1,500
feet, sell all or part. Make offer. Pete Onnigian,
KBET-TV, Sacramento, Calif.
5 kw Western Electric transmitter. This is the
latest xmitter Western built, has air cooled tubes
and is in topnotch operating condition. High
voltage rectifier tubes and sockets are converted
$2000.00 spare tubes and parts included. Power
reduction switch and two crystals on 1070 kcs.
Placed in service September 1948 and available
about middle of November. Price $5000.00 crating
extra if desired. KHMO, Hannibal, Missouri.
Complete Rust remote including 1080A, 1081A
units, off air monitor receiver, relays, actuator,
fine working, like new, half price, $1000. KSPR,
Casper, Wyoming.
For sale: 38 Pc Prodelin 635-100R 3V8" 50 ohm
Telflon transmission line. 38 Pc. Prodelin 835-302R
50 ohm anchor insulator. 30 RCA Ml 19113-33 long
non-insulated ZVs" coax spring hanger. All items
used less than 60 days. Priced well below new
cost. C. E. Wallace, WANE-TV, Fort Wayne,
Indiana.
For sale. Miscellaneous broadcasting equipment.
For complete list write WEAV, Plattsburgh, N. Y.
Mobile broadcast studio. Converted air line bus.
With or without equipment. Range 20 miles.
Money maker, WEOK, Poughkeepsie, N. Y.
Western Electric am transmitter — 1 kw — now in
use, but can deliver anytime. First $2000.00 cash
gets it. Phone WETO, Gadsden, Alabama.
Gates yard console. One year old. New condi-
tion. Expanding operations make sale necessary.
Price $750.00. Wire or phone WPDQ, Jackson-
ville, Florida. •
For sale: Barker-Williamson model 200 audio os-
cillator and model 400 distortion meter. Best of-
fer. Like new condition. Foster Electronics, Es-
canaba, Michigan.
Broadcasting
October 28, 1957. • Page 119
FOR SALE — (Cont'd)
RADIO
RADIO
Equipment
For sale, RCA audio console BC-4A. Little used.
Grant, 2336 Commonwealth, Chicago 14, Illinois.
For sale: Ampex 350, 350-2, 600, 601, 601-2 and A
series available from stock at Grove Enterprises,
Roslyn, Pa., TUrner 7-4277.
WANTED TO BUY
Stations
Stations wanted. New Mexico, Colorado, Texas,
Oklahoma, Louisiana, Arkansas, Missouri, Kansas.
Private service. Ralph Erwin, Broker. Box 811,
Tulsa.
Equipment
Wanted to buy, 10 kw fm transmitter, other fm
accessories. Reply Box 467B, BROADCASTING.
Wanted — 1 kw fm and monitor.
BROADCASTING.
Box 570B,
Wanted— Used RCA TVM-1A microwave, used
RCA TK-31A camera. New or used fm transmit-
ter, antenna, co-ax, fm frequency and modulation
monitors. Box 705B, BROADCASTING.
Wavemeter (6962.5 MC) for RCA TTR1 micro-
wave transmitter. Contact J. L. Berryhill, Chief
Engineer, KRON-TV, 929 Mission Street, San
Francisco, California.
Wanted, RCA 73-B disc recorder complete, good
condition. Chief Engineer, KRVN, Lexington, Ne-
braska.
Wanted — Used mobile transmitter and receiver
equipment 152-162 MC band. Also good Magne-
corder PT-6 and 3 speed turntables. Chief En-
gineer, WBCM, Bay City, Mich.
Used television remote equipment. Contact
Chief Engineer, WTVH, 234 North Madison Ave.,
Peoria, Illinois.
Wanted: 3 kw fm transmitter, modulation moni-
tor, frequency deviator, etc. All equipment, turn-
tables, console. Write, phone or wire Dick
Drury, Audio Recording Co., Cleveland, Ohio.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30, Pa.
INSTRUCTION
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
MISCELLANEOUS
Wanted dj liners, ad-libs, gimmicks etc. Con-
tact Box 742B, BROADCASTING.
BUSINESS OPPORTUNITIES
Tourist attractions are big business! Lost histor-
ical city discovered. Lost since 1759. 150 build-
ing foundations, streets, cemeteries, forts, mar-
ket place, etc. Fully authenticated. Ideal loca-
tion. Lease. Box 763B, BROADCASTING.
RADIO
Help Wanted
Announcers
ANNOUNCERS
WANTED
For AM station in metropolitan
market in Virginia. Salary between
$5,000 and $10,000 depending on
ability.
Box 627B, BROADCASTING
Help Wanted— (Cont'd)
Announcers
J FLORIDA *
* D J - ANNOUNCER %
*■ Aggressive Independent looking +
J for top-flight popular music DJ- +
J Announcer. Beautiful South £
J Florida City on Coast. Not a *
* major market but you can make ■*
J major market money if you're J
* willing to work. Air mail tape *
*■ of DJ, News, Commercials and •*
J include resume and references. J
* Give minimum starting salary. £
£ Box 662B, BROADCASTING *
★★★★★★★★★★★★★★★★★★★★★★★★★★★★★a
Huso week base
1
£ We are looking for two good
[ men who eventually will make
$10,000. One morning dj per-
^ sonality and one nighttime dj
personality. Start after first of
year. 5000 watt CBS midwest
radio station. Tape, outline re-
sume, picture, references,
fi Box 7U7B, BROADCASTING
Are You the Announcer
We Are Looking For?
Are you young, aggressive, enthusiastic?
Do you have a strong selling personality?
Do you know good production techniques?
Are you anxious for an opportunity with
a top Florida network affiliate? If your
answer is yes to all the above questions,
send letter, photo & tape at once to
Radio Station WGBS
(A Storer Station)
1605 Biscayne Boulevard
Miami, Florida
<
4
4
4
4
4
4
4
4
4
4
4
4
4
Sales
I SALES ENGINEER f
| BROADCAST EQUIPMENT |
? A once in a lifetime opportunity £
J to become established with a lead- ?
y ing manufacturer in equipment £
§ sales. Immediate opening avail- y
§ able to travel and call on radio §
& stations in following territories: §
§ Tennessee and Kentucky §
§ North Carolina §
& We are looking for aggressive sales §
& minded individuals with technical §
£ backgrounds for these permanent ^
? positions. Salary, expenses and in- £
J centive sales plan provides oppor- ?
y tunity for high earnings. Send £
§ complete resume to y
LBOX 725B, BROADCASTING §
Help Wanted— (Cont'd)
Production-Programming, Others
NEWS DIRECTOR
Man with drive. Must be willing
to work. Fulltime position at a
fine, small market radio station in
the east. Must have experience,
and be a top-flight newscaster
thoroughly experienced in local
reporting and able to direct other
news personnel. Salary open.
Box 664B, BROADCASTING
RADIO
Situations Wanted
Sales
LOOKING AHEAD TO '58
Top sales and promotion man. 16
years of major market experience
in radio, TV and advertising. Top
references. Interested in good offers
financial and opportunity.
Box 722B, BROADCASTING
Announcers
Hi Boston! Attention Boston! Calling Boston!
Top-flight deejay looking for a spot
in Hub area. 10 years deejay with
interesting gimmicks. 5 years TV.
Not a phony or prima donna. Knows
business thoroughly. Spin a pop music
show that sells. Currently P.D. with
a 4 hour afternoon show.
Box 745B, BROADCASTING
TELEVISION
Help Wanted
Management
Production-Programming, Others
TV PROGRAM STAFF
New TV Station in highly desirable
North-Central market has immediate
need of experienced people for Pro-
gram Department staff. All cate-
gories write
Box 728B, BROADCASTING
Page 120 • October 28, 1957
Broadcasting
EMPLOYMENT SERVICE
FOR THE RECORD CONTINUED
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7. D. C.
FOR SALE
Equipment
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
WANTED TO BUY
Equipment
WANTED,
UHF antennas for channel 21
and 32.
Sam Booth, Colony 4-7121,
Chambersburg, Pennsylvania.
NO
MATTER
now
you look at it,
a classified ad on
this page is your
best bet in getting
top-flight personnel.
that city. Commissioner Mack abstained from
voting.
KBTM-TV Jonesboro, Ark.— Is being advised
that, unless within 20 days it requests hearing,
its application for additional time to construct
(ch. 8) will be dismissed, cp cancelled and call
letters deleted. Announced Oct. 16.
Radio Orange County, Inc., Anaheim, Calif.;
Anaheim-Fullerton Bcstg. Co., Inc., Anaheim-
Fullerton, Calif. — Designated for hearing appli-
cations for new am stations to operate on 1190
kc, 1 kw, DA, U, in consolidated proceeding with
similar applications of Robert Burdette, et al.,
in Dockets 7634, et al.; specification of issues is
without prejudice to whatever action Commis-
sion may take on pending petitions to enlarge
issues; requests of Anaheim-Fullerton and Radio
Orange for inclusion of certain issues are denied.
Announced Oct. 16.
Armin H. Wittenberg, Jr. Pasadena, Calif. —
Designated for consolidated hearing applications
for cps for new Class B fm stations to operate
on ch. 294 (106.7 mc).
James E. Peaden Twentynine Palms, Calif. —
Is being advised that application for new tv
translator station on ch. 74 indicates the neces-
sity of hearing. Announced Oct. 16.
WOBS Rounsaville of Charlotte, Inc. Jackson-
ville, Fla.; WMRY Southland Bcstg. Co. New
Orleans, La. — Are being advised that applications
for (1) assignment of license of WOBS from
Rounsaville of Charlotte, Inc., to Mel-Lin, Inc.,
and (2) assignment of license and cp of WMRY
from Southland Bcstg. Co. to Rounsaville of New
Orleans, Inc., indicate the necessity of a hearing.
Chairman Doerfer voted for grants. Announced
Oct. 23.
KATZ St. Louis, Mo. — Granted change of opera-
tion on 1600 kc from 1 kw, DA-N, U, to 5 kw-
LS, 1 kw with DA-N (BP-11575); extended for
6 months outstanding cp, as modified, for opera-
tion with 5 kw-DA-N. Announced Oct. 16.
KOOK-TV Billings, Mont.— Granted application
for private tv intercity relay system for off-the-
air pickup of programs of KID-TV fch. 3) Idaho
Falls, Idaho, for rebroadcast by KOOK-TV (ch.
2). Announced Oct. 23.
KMFM (FM) Mountain Park, N. Mex. — Granted
application to change station location, transmitter
and studio sites to Tularosa, N. Mex., and
ant. height from 220 ft. to minus 160 ft. An-
nounced Oct. 16.
KVIT (TV) Santa Fe, N. Mex. — Is being advised
that application to move transmitter from 2.8
miles northwest of Santa Fe, to 14 miles north-
east of Albuquerque, increase ERP and make
other equipment changes indicates necessity of a
hearing. Commissioners Bartley and Craven
voted for grant. Announced Oct. 16.
Huntington-Montauk Bcstg. Co., Inc. Hunting-
ton, N. Y. — Designated for hearing application for
cp for new Class B fm station to operate on ch.
294 (106.7 mc) in consolidation with similar ap-
plication of The Riverside Church in the City of
New York, N. Y. Announced Oct. 23.
KSLM-TV Salem, Oreg. — Designated for hear-
ing application for additional time to construct
on ch. 3; denied request that Salem Tele. Co.
be made party to proceeding; denied KSLM-TV
request to consolidate application for mod. of cp
in hearing. Announced Oct. 16.
KLYN Amarillo, Texas. — Granted change on
940 kc from 1 kw, U, DA-1, to 1 kw, 5 kw-LS,
DA-2; engineering conditions.
KSEL Lubbock, Texas — Granted change on 590
kc from 500 w, 1 kw-LS, DA-N, to 500 w, 5 kw-
LS, DA-2; engineering conditions.
WCAW Charleston, W. Va. — Designated for
hearing application to change the facilities of
WCAW from 1400 kc, 250 w, U, to 680 kc, 250 w,
DA-1. U. Announced Oct. 23.
WBOY-TV Clarksburg, W. Va. — Granted appli-
cation (ch. 12) to change trans, type, change ant.
system from nondirectional to directional, in-
crease visual ERP to 120 kw and ant. height to
850 ft., subject to action Commission may take
in proposed rule making concerning ch. 12 Erie,
Pa. Granted petition of WAKR-TV (ch. 49) Ak-
ron, Ohio, to extent of including stated condition,
but denied that part requesting action be with-
held pending outcome of Docket 12076. Announced
Oct. 16.
ACTIONS IN DOCKET CASES
Commission announced its Order of Oct. 17
which denied petition by OK Bcstg. Co. to make
effective immediately, initial decision looking to-
ward grant of its application for a new am station
to operate on 900 kc, 1 kw, D, DA, in Mobile,
Ala.; remanded the proceeding to the Hearing
Examiner for the purpose of establishing a hear-
ing record upon which an initial decision may be
prepared.
By Memorandum Opinion and Order of Oct. 23.
Commission denied petition by Greater Erie
Bcstg. Co. for reconsideration of Commission
July 19 Memorandum Opinion and Order which
reopened the record in the Buffalo, N. Y., ch. 7
comparative proceeding to ascertain further facts
relating to the financial qualifications of WKBW-
TV Inc., and permitted amendment of WKBW-TV
application to show terms of loan agreement, if
any, with Manufacturers and Traders Trust Co.
Commissioner Ford abstained from voting.
ACTIONS ON MOTIONS
By Chief Hearing Examiner James D. Cunning-
ham on dates shown:
Ordered that hearing is scheduled for Dec. 17
re applications of The Radio Voice of New Hamp-
shire Inc. (WMUR-TV) Manchester, N. H., for
renewal of license and for license to cover cp
(ch. 9), and application of Television For New
Hampshire, Inc., for cp for a new tv station to
operate on ch. 9 in Manchester, N. H. Action of
Oct. 4.
Granted petition of Joe D. Carroll for dismissal
without prejudice of his am application and re-
tained in hearing status am application of Philip
D. Jackson, both Klamath Falls, Ore. Action of
Oct. 17.
By Hearing Examiner Thomas H. Donahue on
dates shown: '
On oral request of counsel for Broadcast Bu-
reau and with consent of all other participants,
ordered that hearing re am application of St.
Charles County Bcstg. Co., St. Charles, Mo.,
scheduled for 10:00 a.m., Oct. 14, is continued to
3:00 p.m. on that day. Action of Oct. 11.
Ordered that prehearing conference will be held
on Oct. 18 re application of Atlantic Coast Bcstg.
Corp. of CharZeston (WTMA-TV) Charleston.
S. C. Action of Oct. 14.
By Hearing Examiner H. Gifford Irion on Octo-
ber 15:
Gave notice that prehearing conference sched-
uled for Oct. 25 is continued to Nov. 20 re am
applications of Radio St. Croix, Inc. New Rich-
mond, Wis., et al.
On oral request of Western Nebraska Televi-
sion, Inc., ordered that further hearing scheduled
for Oct. 17 is continued to Oct. 28 re its applica-
tion for cp for new tv station to operate on ch
13, in Alliance, Neb.
By Hearing Examiner Charles J. Frederick on
October 16:
Ordered that record of hearing re application
of Port City Television Co., Inc., for cp for new
tv station to operate on ch. 18 in Baton Rouge,
La., is closed.
By Hearing Examiner Basil P. Cooper on Octo-
ber 8:
Granted petition of Red River ValZey Bcstg.
Corp., for continuance of hearing from Oct 14
to Oct. 21 re application of Pillar of Fire KPOF
Denver, Colo., for Modification of License.
By Hearing Examiner Annie Neal Huntting on
October 3:
Issued First Statement Concerning Pre-Hearing
Conferences and Order re am applications of
Gold Coast Bcstg. Co.; Lake Worth, Fla., and
Public Service Broadcasting, Riviera Beach, Fla.
By Chief Hearing Examiner James D.
Cunningham on October 18:
Order that hearing is scheduled for Nov. 19 re
application of Oregon Radio, Inc., Salem, Oregon,
for extension of time to complete construction
of tv station KSLM-TV.
By Hearing Examiner James D. Cunningham
on October 21:
Ordered that hearing conference will be held
on Oct. 29 at 11:00 a.m., re application of Chinook
Television Co., Yakima, Washington, for cp to
replace expired permit (ch. 23).
By Hearing Examiner Charles J. Frederick on
October 17:
Ordered that a prehearing conference will be
held on Nov. 21 re am applications of David M.
Segal and Kenneth G. and Misha S. Prather,
Boulder, Colo.
By Hearing Examiner Herbert Sharfman on
October 21:
Granted motion of The Westport Bcstg. Co.,
Westport, Conn., for an extension of time to
Nov. 12 to file its reply to the Broadcast Bureau's
opposition to its petition to amend its am appli-
cation.
By Hearing Examiner Basil P. Cooper on
October 18:
Issued Order Following Pre-Hearing Confer-
ence re am applications of Birney Imes Jr.,
(WMOX) Meridian, Miss., and Mississippi Bcstg.
Co., Carthage, Miss.; evidentiary hearing will
begin on Dec. 10.
PETITIONS FOR RULE MAKING FDLED
Springfield Television Broadcasting Corporation
Television Station WWLP Springfield, Massa-
chusetts— Petition requesting institution of rule
making proceedings looking toward amendment
of Section 3.606 of Rules by allocating ch. 15 to
Concord, New Hampshire with attendant other
channel changes, as follows: delete ch. 75 from
Concord, New Hampshire and add ch. 15 to same;
delete ch. 15 from Portsmouth, New Hampshire
and add ch. 21 to same; and delete ch. 30 from
St. Johnsbury, Vermont and add ch. 75 to same.
Springfield Television Broadcasting Corpora-
tion Television Station WWLP Springfield, Massa-
chusetts— Petition requesting institution of rule
making proceedings looking toward amendment
of Section 3.608 of Rules so that group of trans-
lator stations on ch. 72 may be used throughout
area of Southern Vermont, Southwestern New
Hampshire and Northwestern Massachusetts.
Channel changes proposed are as follows: delete
ch. 72 from Lawrence, Massachusetts and add
ch. 74 to same; delete ch. 78 from Lowell, Massa-
chusetts and add ch. 80 to same; delete ch. 77
from Brattleboro, Vermont and add ch. 78 to
same; delete ch. 59 from Biddeford, Maine and
add ch. 77 to same; delete ch. 57 from Montpelier,
Vermont and add ch. 81 to same; delete ch. 37
from Claremont, New Hampshire and add ch. 83
to same; delete ch. 74 from Bennington, Vermont,
ch 58 from Greenfield, Massachusetts, ch. 80
BROADCASTING
October 28, 1957 • Page 121
GfSEf There's the
beer for me!"
Commercials on WGN-TV have
a way of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and watching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
withUfQ
Channels
Chicago
FOR THE RECORD continued
from North Adams, Massachusetts and ch. 64
from Pittslield, Massachusetts.
Cascade Broadcasting Company Stations KIMA-
TV, Yakima, Washington and KEPR-TV, Pasco,
Washington — Petition requesting amendment of
Section 3.606 of Rules so as to add chs. 22, 44, and
*50 to Walla Walla, Washington and to delete
chs. 5 and 8 from the same.
PETITION FOB RULE MAKING DENIED
Evansville Television, Inc. Television Station
WTVW Evansville, Indiana — *Petition requesting
issuance of notice of proposed rule making look-
ing towards the amendment of Sec. 3.606 by
adoption of either one of the following alternative
proposals: (1) Louisville, Kentucky — Present chs.
Nos. 3, 11, *15, 21, 41, 51— Proposed 15, 21, 41, 51;
Evansville, Indiana — Present chs. Nos. 7, *9, 14,
50, 56— Proposed 3, 7, 9, 11, 14, 50, *56; or (2)
Louisville, Kentucky — Present chs. Nos. 3, 11,
*15, 21, 41, 51— Proposed 3, 6, 11, *15, 21, 41, 51;
Bloomington, Indiana — Present chs. Nos. 4, *30,
36 — Proposed *30, 36; Indianapolis, Indiana —
Present chs. Nos. 6, 8, 13, *20, 39, 67— Proposed
4, 8, 13, *20, 39, 67.
*Denied by Memorandum Opinion And Order
10-2-57.
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of October 18
WDMJ Marquette, Mich. — Granted cp to install
new trans.
WACK Newark, N. Y.— Granted mod. of cp to
change type trans., make changes in ant. system
(decrease height), changes in ground system,
change studio location and operate trans, by
remote control; conditions.
Actions of October 17
WBCB Levittown-Fairless Hills, Pa. — Granted
assignment of cp to O'Keefe Bcstg. Co., Die.
WCOY Columbia, Pa. — Granted assignment of
cp to Radio Columbia, Inc.
KRBI St. Peter, Minn. — Granted acquisition of
positive control by Marvis L. Peterson through
purchase of stock from Edward Schons.
WEAN Providence, R. I. — Granted license cov-
ering installation of new trans.; installation of
new trans, for auxiliary purposes only at main
trans, site.
KVEL Vernal, Utah — Granted license covering
change in frequency, increase in power, change
in hours of operation, change ant.-trans. loca-
tion, make changes in ant. and ground system,
installation of new trans, and operate trans, by
remote control.
WTCN Minneapolis, Minn. — Granted cp to in-
stall new trans, and operate trans, by remote
control.
WBOY Clarksburg, W. Va.— Granted mod. of cp
to make changes in ant. system (increase height);
conditions.
KCMJ Palm Springs, Calif. — Granted mod. of
cp to change type trans.; conditions.
WESR Tasley, Va.— Granted mod. of cp to
change type trans.; conditions.
WHTG Eatontown, N. J.— Granted mod. of cp
to change type trans, and make changes in ant.
system.
WISK St. Paul, Minn.— Granted mod. of cp to
change type trans.; conditions.
WSJM St. Joseph, Mich. — Granted authority to
operate trans, by remote control.
Actions of October 16
WDAX McRae, Ga.— Granted assignment of cp
to Radio Telfair, Inc.
KDIX-TV Dickinson, N. Dak. — Granted license
for tv station; ERP vis. 5 kw, aur. 13.2 kw, ant.
height 840 ft.
KTVC Ensign, Kans. — Granted license for tv
station.
WFLA-TV Tampa, Fla.— Granted license cover-
ing changes in tv station; ERP vis. 302 kw, aur.
151 kw, ant. height 1040 ft.
KIDO-TV Boise, Idaho — Granted license cov-
ering changes in tv station.
WNYC New York, N. Y. — Granted licenses cov-
ering installation of new main and aux. trans.
WILLA Danville, Va. — Granted license for am
station.
WDAX McRae, Ga. — Granted license for am
station.
KAVL Lancaster, Calif. — Granted license cov-
ering change in frequency, increase in power,
installation of new trans, and directional ant.
(DA-2) and change ant.-trans. and studio loca-
tions.
WETO Gadsden, Ala. — Granted cp to install
new trans.
KPBA Pine Bluff, Ark.— Granted mod. of cp to
make a change in ant. site (same description).
The following were granted extension of com-
pletion dates as shown: WSB-TV (Main Trans. &
Ant.) Atlanta, Ga. to 4-6-58; WNOA-TV Raleigh,
N. C. to 2-1-58; WGTV Athens, Ga. to 5-5-58;
WPTT Augusta, Maine to 5-1-58.
Actions of October 15
KBRL McCook, Nebr. — Granted license cover-
ing change in type trans, change studio location
and operate trans, by remote control.
WPFD Darlington, S. C. — Granted license cov-
ering increase in power and specify type trans.
KBHM Branson, Mo. — Granted license covering
increase in power and change type trans.
WHIL Medford, Mass. — Granted license cover-
ing increase in power and installation of new
trans.
WRCV-TV Philadelphia, Pa. — Granted cp to in-
stall aux. trans, at main trans, site.
WWJ-TV Detroit, Mich. — Granted cp to
install aux. ant. system at main trans, site.
WHVR Hanover, Pa. — Granted cp to install new
trans, as an alternate main trans, at main trans,
site.
WBCB Levittown-Fairless Hills, Pa. — Granted
mod. of cp to change type trans.
KSAY San Francisco, Calif. — Granted mod of
cp to change to non-directional ant.
KELP-TV El Paso, Tex. — Granted mod. of cp
to change ERP to vis. 26.6 kw, aur. 15.8 kw ant.
height 130 ft., change studio and trans, locations,
(not a move), change type of trans, make other
equipment changes and type of ant.
Granted extension of completion dates as
shown: KZEY Tyler, Tex. to 12-15, conditions;
WEBB Baltimore, Md. to 12-23, conditions;
KAMP El Centro, Calif, to 2-1-58; WKVM San
Juan, P.R. to 10-30, conditions; KZOL Muleshoe,
Tex. to 2-28-58; conditions; WDXR Paducah, Ky.
to 12-1, conditions; WMMA Miami, Fla. to 12-1
conditions.
WD3W-TV Topeka, Kans. — Granted request for
cancellation of license covering aux. and ant.
at studio site.
Actions of October 14
WJTV Jackson, Miss. — Granted license for tv
station.
WMBV-TV Marinette, Wis. — Granted license
for tv station and change description of studio
location; ERP vis. 240 kw, aural 135 kw, ant. 780
ft.
WSB-TV Atlanta, Ga. — Granted extension of
completion date to 4-6-58.
Action of October 2
WHTG Eatontown, N. J. — Granted extension of
completion date to 12-24.
Action of October 18
Northeastern Bcstg. Co., Die. Presque Isle, Me.
— Granted request for cancellation of cp. Call
letters deleted.
UPCOMING
October
Oct. 29: Convention, National Assn. of Educa-
tional Broadcasters, St. Louis.
Oct. 29: Assn. for Professional Broadcast Educa-
tion, board meeting, U. of Illinois, Urbana.
Oct. 31-Nov. 1: North Carolina Assn. of Broad-
casters, Robert E. Lee Hotel, Winston-Salem.
November
Nov. 1-2: Broadcasters Promotion Assn., annual
convention, Hotel Sheraton, Chicago.
Nov. 4: Radio -television clinic, U. of Illinois.
Nov. 5-7: 11th National Conference, Public Rela-
tions Society of America, Waldorf Astoria,
New York City.
Nov. 7-8: NARTB-American Medical Assn. joint
conference on use of radio and tv in health
field, Sheraton-Blackstone Hotel, Chicago.
Nov. 6-9: International convention, Radio Tele-
vision News Directors Assn., Balmoral Hotel,
Miami Beach, Fla.
Nov. 11-15: Annual convention. National Electri-
cal Manufacturers Assn., Traymore Hotel, At-
lantic City, N. J.
Nov. 13-15: First annual exhibition, Industrial
Audio-Visual Assn., New York Trade Center.
Nov, 13-16: 48th Convention, Sigma Delta Chi,
Shamrock Hotel, Houston.
Nov. 15-16: New England radio-electronics meet-
ing, by IRE, Mechanics Hall, Boston.
Nov. 16: UP Broadcasters Assn. of Connecticut,
bi-monthly meeting, WNBC-WKNB studios,
West Hartford.
Nov. 16: UP Broadcasters of Pennsylvania,
Holiday Motor Hotel, Mechanicsburg.
Nov. 17-20: Tenth Annual Conference, Public Re-
lations Society of America, Sheraton, Phila-
delphia.
Nov. 22: Television Bureau of Advertising, mem-
bership meeting, Sheraton Hotel, Chicago.
December
Dec. 18: "Resurgent New England," state broad-
caster groups organization meeting, Vendome
Hotel, Boston.
Only ONE is atop the
Continental Divide
Serving both the Atlantic and
Pacific Sides of America
KXLF-TV4 Montana
Butte
East— The Walker Co.
West — Pacific Northwest Broadcasters
THE COMMUNITY-NEWS VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
Page 122 • October 28, 1957
Broadcasting
I get something good
out of Ad Age
every week . .
says ROBERT F. G. COPELAND
Assistant General Sales Manager
Edsel Division, Ford Motor Company
ROBERT F. G. COPELAND
Mr. Copeland joined the Ford Motor Com-
pany in 1948, following more than 30 years
of editorial and advertising experience. He
entered the newspaper field at fourteen as
office boy for the Indiana Daily Times, and
later worked in the editorial departments of
a dozen papers in a variety of cities. His
first association with the automobile industry
came in 1927, when he was named auto-
mobile editor of The Chicago Herald-
Examiner. In 1935, Mr. Copeland went into
the agency business with Arthur Kudner.
After ten years as manager of the Kudner
office in Detroit, he accepted a similar assign-
ment with Batten, Barton, Durstine & Osborn.
Since becoming part of the Ford organiza-
tion, Mr. Copeland has held several key
advertising and sales promotion positions. In
his present post, he is responsible for all
advertising, sales promotion and training
activities of the Edsel Division. A former
director of the Advertising Federation of
America and a past president of the Adcraft
Club of Detroit, Mr. Copeland also is a golf
enthusiast. Sports journals please copy, he
has made a hole-in-one.
J Year (52 issues) $3
Whether its up-to-date news of the advertising world, clear-cut
reports of marketing developments, or sharp analyses of trends, most of
the executives who are important to you get something
good out of Advertising Age every week. More and more, those who
influence, as well as those who activate, major broadcast decisions look to
Ad Age for the current advertising-marketing picture.
At the Ford Motor Company, for example, broadcast has
played an important part in introducing the new Edsel.
Initial radio and television spots alone were scheduled on more than
300 stations. Total advertising estimates for the Edsel range from
$12,000,000 to $16,000,000 for the first model year.
Every week, 37 paid-subscription copies of Ad Age get intensive
readership by Ford executives with marketing responsibilities. Further,
Foote, Cone & Belding (Edsel's agency) is blanketed with
178 paid-subscription copies, and Kenyon & Eckhardt, which handles Ford
institutional advertising and placed Edsel's initial radio-tv
spots, subscribes to 139 copies.
Add to this AA's more than 39,000 paid circulation, its tremendous
penetration of advertising with a weekly paid circulation currently
reaching over 11,000 agency people alone, its intense readership
by top executives in national advertising companies, its
unmatched total readership of over 145,000 — and you'll recognize
in Advertising Age a most influential medium for swinging
broadcast decisions your way.
2 00 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS
480 LEXINGTON AVENUE • NEW YORK 17, NEW YORK
Broadcasting
October 28, 1957 • Page 123
PROGRAMS & PROMOTIONS
'Gold Rush at Channel 5'
The conclusion of one contest and the
start of another were combined Oct. 15 on
a single broadcast over KTLA (TV) Los
Angeles. The program identified KTLA's
mystery tower sitter as Glenn Strange, vet-
eran character actor of more than 400 mo-
tion pictures and tv films, and revealed that
his identity had been correctly guessed by
more than 300 of the 22,000 contest en-
trants. The first seven correct contestants,
measured by the postmarks on entries, won
a 1957 Buick, a Capri swimming pool and
five Philco hi-fi sets. In a separate contest
for press and advertising agency personnel,
Sam Schultz of Foote, Cone & Belding won
a Dolphin Fleetliner cabin cruiser. Follow-
ing his introduction as the mystery tower
sitter, Mr. Strange announced that he had
buried a treasure chest with contents valued
at over $10,000 somewhere in the KTLA
coverage area and said he would issue more
clues to its location from time to time during
the following 30 days. The treasure hunt
is a second phase of the promotion of
KTLA's new program schedule, "The Gold
Rush at Channel 5."
'If You're Interested in Women'
A woman called the police after a spot
announcement over WNLK Norwalk, Conn.,
complaining that her husband "got a big
smile on his face — and dashed out of the
house!" No wonder; for a sultry voice had
come over the air inviting, "Men, if you're
interested in women . . . call Wilton-Porter
2-3324." Reportedly 4,000 calls jammed
the lines. Those that got through heard an-
other female voice saying, "Angelique ... I
knew you'd call" and were invited to visit the
new Angelique perfume plant in Wilton to
receive a free bottle of perfume. A traffic jam
resulted and again the police were called —
to direct the traffic. The president of An-
gelique asked WNLK to stop broadcasting
the announcements because of the traffic
and jammed telephone lines.
KHON's Flying Disc Jockey
KHON Honolulu listeners are looking up
to d. j. Fred May. To promote Community
Chest events in that area, he is flying over
the island in a small plane and dropping
TO CONVEY authenticity, WCSH-TV Portland, Me., has its news studio set up with
a tape recorder, tv monitor, clock, telephone and oscilloscope. Apart from these
features — shown here with newscaster Joe Cobb — the studio features separately
illuminated weather maps.
dollar bills (attached to balloons and stream-
ers) on the people below. Finders are to
add money of their own and donate to the
fund. Newspaper ads announced that Mr.
May will broadcast part of his show while
flying the "dollars from heaven" plane.
Another part of KHON's promotion is a
write-in contest. By completing satisfactorily
the sentence "I will help the Community
Chest because . . ." contestants can take
over part of the flying disc jockey's show — ■
becoming "May for a Day." Ten winners
will be selected during the two weeks of
the contest and other prizes include a flight
around the islands and a portable tv set.
WINS Awards 'Tipsters'
WINS New York is offering a weekly
award of $25 to any listener submitting an
accurate news tip deemed of greatest im-
portance to the station news editor. All
stories are verified with appropriate civic
or government agencies and aired immedi-
ately as bulletins or on the next newscast.
WGMS Plugs 'Hi-Fi-Tv-Orama'
WGMS Washington collaborated with the
Hecht Co. (local department store) to pro-
mote its third "Hi-Fi-Tv-Orama." For the
week of Oct. 14, the station moved com-
plete studio facilities into one of the store's
windows. WGMS staffers worked with news
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
7735 DeSales St., N. W. Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
□ 52 weekly issues of BROADCASTING
□ 52 weekly issues and Yearbook Number
□ Enclosed
$7.00
11.00
□ Bil
title/ position*
company name
address
city
Please send to home address ■
Page 124 • October 28, 1957
machines, tape recorders, amplifier consoles
and hi-fi turntables behind the plate glass.
Closed-circuit color tv was installed through-
out the store and personalities including
Buddy Morrow, Jerry Lee Lewis, Arthur
Fiedler, Russ Morgan and Sgt. Doberman
(Phil Silvers Show) were interviewed over
it from the store's auditorium. Door prizes
and unscheduled events also were featured
during the hi-fi and tv week.
KYW Plugs 'Golden Record Week'
Three KYW Cleveland, Ohio, disc jock-
eys became blondes this month as part of
the station's celebration of "Golden Record
Week" (Oct. 7-13). Recordings that have
sold over a million copies are so-named and
three of these hits were featured every hour
on KYW. A "Golden Opportunity" contest
(described by the station as more of a
gag than a get-rich-quick scheme) also was
held. All the prizes in the contest had the
word gold in their names (Old Gold cigar-
ettes, Golden Fleece scouring pads, a set of
12 bars of golden Dial soap, Gold Dust
cleaner, etc.). Record albums with a golden
title were also awarded. Jewelers and record
stores participated by displaying gold items
and distributing 5,000 record cleaners, cour-
tesy of KYW and RCA Victor.
Mental Health Film Offered
"We, the Mentally 111," a half-hour film
on mental health from the NBC-TV March
of Medicine series, has been made avail-
able to stations for local public service
programming through Association Films
Inc., New York. The film, presented by
Smith, Kline & French Labs, Philadelphia,
and the American Medical Assn., is enacted
and narrated by mental patients.
Overdue Parkers Aided
American Broadcasting Network's Herb
"Oscar" Anderson last week offered a free
"over-parking service" whereby he inserted
dimes in overdue meters in the vicinity
of the Elysee Theatre, New York, where
his daily live program (Mon.-Fri. 10-11
a.m.) originates. On the windshield he left
his own "ticket" publicizing his show. Mr.
Anderson's objective, aside from promoting
the program, was to encourage listeners to
Broadcasting
NOTICE TO EDITORS — This advertisement currently appears in
leading national magazines. For more than 30 years, Metropolitan
Life has sponsored similar messages on national health and safety.
Because of public interest in the subject matter of these advertise-
ments, Metropolitan offers all news editors (including radio news
editors), free use of the text of each advertisement in this series.
The text may be used in regular health features, health columns
or health reports with or without credit to Metropolitan. The
Company gladly makes this material available to editors as one
phase of its public-service advertising in behalf of the nation's
health and safety.
How to help your child have a better school year
t ( Good-bye, Mom ..." Mothers will hear this familiar fare-
well daily during the school months ahead when 38 million
children leave for their classrooms. Among these boys and
girls there will be 4 million youngsters entering school for the
first time.
Is there anything you can do to help your child get the best
possible start in school? Yes, there is. You can take him to
your family doctor now . . . before school opens . . . for a thor-
ough medical check-up.
Although your child may seem to be in tiptop physical
condition, he could have some totally unexpected impairment.
For example, slight defects in seeing and hearing can handicap
a child in his studies and other school activities or cause un-
necessary absences. Therefore, eyes and ears should be exam-
ined so that corrective measures may be taken if they are
necessary.
You may also find your doctor's advice helpful in improv-
ing your child's general health. Is there room for improve-
ment in his diet? Are his habits of play, sleep and exercise all
right? Parents should remember that poor health habits can
lead to physical and emotional troubles and the sooner they
are corrected, the better.
Protection against certain health hazards is necessary when
a child starts or returns to school. So be sure to have your
child's immunization record reviewed . . . and appropriate
steps taken to bring it up to date if necessary.
If you are not certain about your child's protection against
smallpox, diphtheria, whooping cough, tetanus and polio,
now is the time to see your doctor. It is most important to
obtain his professional assistance so you can comply with the
school's requirements regarding vaccinations and inoculations.
Teen-age boys and girls, as well as younger children, benefit
from regular pre-school check-ups. Physical adjustments,
weight variations and emotional upsets — all these and similar
problems are matters which parents may not understand
too well.
So why not get your doctor's help now? Advice
based on sound medical knowledge may prevent or clear
up many difficulties of the school years. Your child's visit
to him can help assure healthy, happy school days.
Metropolitan Life Insurance Company
(A MUTUAL COMPANY)
1 Madison Avenue, New York 10, N. Y.
Broadcasting
October 28, 1957 • Page 125
PROGRAMS & PROMOTIONS continued
"drop a dime into another guy's meter when
you spot one that's expired." Mr. Anderson
and his "deputies" circulated through the
five boroughs of New York last week spar-
ing over-parked motorists tickets.
WCHS-TV Experiments in ETV
WCSH-TV Portland, Me., is conducting
a series of experiments to find out if the
"public is ready for classroom tv." An
early afternoon weekly series began Oct.
24 featuring a local public school teacher
with six pupils on a set designed to simu-
late a classroom. The group will conduct
ordinary classroom sessions with no particu-
lar method of teaching nor subject stressed.
"This is education— not tv — which we are
trying to emphasize," the station explains.
The program is beamed at schools and places
where groups can watch, so they may see
what can be done with educational tv.
WCSH-TV hopes that this experiment "weld-
ing education with professional tv treat-
ment" will become "a focal point for . . .
northern New England educators, legisla-
tors and tv-men alike."
High School Art Show Sponsored
Effective Nov. 15, WALT Tampa, Fla.,
increases power from 1 to 10 kw and, in
observance, the station is instituting several
projects of a cultural nature. One of which
is a high school art show. Each month a
local school will exhibit the work of its ten
most talented students from the station's
master studio. At the end of the year WALT
will stage an outdoor art show at which the
works may be purchased. The Tampa Phil-
harmonic Assn. also is sponsoring a semi-
classical hour on Sunday afternoons over
WALT.
ABN's Silver Dollar Messengers
"Silver dollar messengers" of American
Broadcasting Network have been checking
motorists stopped at intersections to learn
if they are tuned to the network's Jim
Backus Show (Mon.-Fri. 2-2:55 p.m.) this
week in Minneapolis, New York, Detroit,
Philadelphia and Washington. If they are
listening, the motorist gets a silver dollar
and a promotional message for the program
and the local station.
'Out of This World' Promotion
Taking advantage of the headline-making
Russian satellite, KWIN Ashland, Ore., and
KGW Stockton, Calif., are using recordings
of its beepings as station publicity. During
station breaks and other periods throughout
the day, listeners are able to hear sputnik's
signal and are informed that the source is
"out of this world." They are advised to
stay tuned for the best sounds "in this world"
on KWIN and KGW.
Cascade Disputes Russian 'First'
Cascade Broadcasting Co. (KIMA-TV
Yakima, KEPR-TV Pasco, KBAS-TV Eph-
rata, all Washington and KLEW-TV Lewis-
ton, Idaho) sent telegrams to 53 advertisers
across the country Oct. 7, announcing that
it — not the Russians — launched the first
satellite. A bulletin was mailed to 1,000
timebuyers, account executives and others
reminding them that Cascade launched
KEPR-TV in 1954, "the first satellite in the
United States." The bulletin added that
"while the Russian moon emitted indecipher-
able beeps to whitecoated stargazers, the
Cascade galaxy brings tv programs to "a
half-million people." KEPR-TV is a satellite
of KIMA-TV.
WSRS Celebrates Tenth Year
To celebrate its tenth anniversary, WSRS
Cleveland, Ohio, is promoting an on-the-
air cash giveaway . "Super-Chek" contest.
Reportedly 200 of the station's advertisers
received numbered certificates resembling
dollar bills for distribution to customers.
WSRS reads off the winning numbers every
hour. The winner of the first "Super-Chek"
contest received $437. The promotion is
being advertised through newspapers, bill-
boards and displays as well as on-the-air
plugs. Station executives report that "local
sales increased beyond our most optimistic
expectations."
WNHC-TV Begins 'New Sound'
WNHC-TV New Haven, Conn., has in-
augurated what it calls an "exciting new
sound." The station now schedules a strict
division between news and music with news-
men and disc jockeys staying within their
own domain. Local news comes in for a
thorough treatment with the inauguration
of a newscruiser that travels the greater
New Haven area throughout the broadcast
day. Headline news is scheduled every 20
minutes with summaries at regular inter-
vals. Disc jockeys are allowed to choose
their own records, reportedly giving a more
personalized sound to music selection.
PUBLIC SERVICE WITH A FLAIR
WNBC (TV) New Britain, Conn.,
presented public service with a flair
of showmanship at its Channel 30's
Connecticut Valley Festival. The four-
day show featured displays and demon-
strations by state and national agencies:
a fireman's muster, deep sea diving and
frogmen operations by Navy men in a
special portholed tank, Marines attacking
a fortified position with flame throwers
and detonation bombs and state police
setting up a roadblock to halt fleeing
bank robbers.
Set up in the 65-acre Plainville Sta-
dium, the festival drew 25-30,000 people
on the last day, according to the station.
Roads leading to the grounds were traffic-
jammed to the point that Connecticut
Gov. Abraham A. Ribicoff arrived just
under the wire for a television appear-
ance.
No festival is complete without a
beauty contest, the station reports, and
Peter B. Kenney, WNBC vice president
and general manager, crowned Beverly
P. lohnson Miss Channel 30 (below, r).
Entertainment was provided by station
personalities as well as spots by Tex
McCrary, singer Tommy Leonetti and
others. As an added bit of horseplay, Mr.
McCrary threw tennis balls to the finalists
in the beauty contest, who then batted
them into the crowd (below, 1). Catching
an autographed ball brought the onlooker
a weekend in New York as Mr. Mc-
Crary's guest.
Besides public service demonstrations
by armed forces and public health and
service agencies, the station set up an
education tent, with teachers and tech-
nicians operating audio-visual instruction
materials. All regular live ch. 30 pro-
grams originated from the festival. The
station's exhibit included a color corner
and closed-circuit tv for spectators. All
newsroom operations for WNBC and
WKNB, its radio affiliate, were trans-
ferred to the station's tent.
VIPs aplenty joined in WNBC's salute
to public service. Rep. Edwin H. May
Jr. (R), and the mayors and selectmen of
some 20 Connecticut communities par-
ticipated in opening day ceremonies. The
second day saw Mr. McCrary interview
U. S. Sen. William A. Purtell (R). The
final day's ceremonies featured a speech
by Gov. Ribicoff, with troops passing
in review before the governor; Karl G.
Harr, deputy assistant secretary of de-
fense; Congressman-at-large Antoni N.
Sadlak (R), and military officers.
Page 126 • October 28, 1957
Broadcasting
an your wife
answer these
questions?
f your home should be damaged,
or totally destroyed, by fire, wind-
storm, or some other insured peril —
would your present insurance be
adequate?
For your own protection and
that of your family, ask your inde-
pendent local agent or broker for
advice. He can help you determine
the amount and kind of protection
you need. He is a business man in
your own community, trained and
experienced in insurance matters.
When you buy insurance, in-
sist on the quality protection and
full-time service of Stock Company
Insurance. And remember: if you're
not fully insured — it's not enough !
lf How much
did you
for your home .
s> How much
insurance do you
carry on
your home?
4- -k your fn
en°^h if France
• * ********
destroyed?
NATIONAL BOARD OF FIRE UNDERWRITERS An organization serving the Public and the Capital Stock Insurance Companies since 1866
85 John Street, New York 38, N. Y., 222 West Adams Street, Chicago 6, 111., 465 California Street, San Francisco 4, CaL
Broadcasting
October 28, ' 195? • Page 127
out of
15 top shows
PULSE— AUGUST
Twice in a Row, and We Don't Do it with Mirrors!
To get action on your sales message, what's more logical than to put it on the
station that people are looking at? Here in the fat Miami Valley Market, says
Pulse, that station is WHIO-TV. We've a double header Pulse rating of 15 out
of 15 for August and September. We had 15 out of 15 last December — and
never less than 13 of 15 in the meantime!
Get Pulse and ARB ratings, market data and availabilities from re*-Pulse-ive
George P. Hollingbery, Nat'l Rep.
for "repetitive"
CHANNEL 7 DAYTON, OHIO
One of America's
great area stations
Page 128 • October 28, 1957
Broadcasting
from GEORGE BOLAS, media director, Tatham-Laird
THERE ISN'T ENOUGH FLEXIBILITY
IN NETWORK TELEVISION
Today, we who are actively involved in the field of tele-
vision are facing a seeming paradox. More dollars than ever
before will be spent in television, yet tv client commitments
are increasingly difficult to secure. This is particularly true
of network television.
Nighttime tv is enjoying a banner year in both total
dollars or number of half-hour periods sponsored. Daytime
television is off to a record-breaking year. What, then, is the
problem in this Garden of Eden?
The problem is the steadily increasing tug of war of brand-
marketing and media needs with network television require-
ments. Marketing and media strategies indicate one direction
for the advertiser. But network policies and practices often
block that direction, forcing either a compromise or an
abandonment of tv — solutions unprofitable to all concerned.
Let's first consider the reasons products are created and
marketed: Successful products are made to fulfill the con-
sumer need and to render service. When products meet these
two requirements, consumer demand will follow. The ad-
vertiser wants a profit in fulfilling this consumer need and
rendering a service to the public.
We are also naive enough to believe that all media must
be alert to the need for modifications in their policies and
practices. Media should not be so inflexible as to force derail-
ment of the marketing and advertising objectives involved,
nor to force scores of such advertisers to use second choice
media. Media should have the primary motive of helping their
clients make a profit on their investment.
Look at some of the factors which are making it increas-
ingly difficult for advertisers who want network tv.
COST AND RESTRICTIONS HAMPER THE CLIENT
A half-hour evening tv program today costs anywhere
from $4 million to $5 million for a 52-week period. Yet there
are only something like 40 individual product advertising
budgets with sufficient dollars to sponsor one of these vehicles.
Since there are approximately 115 sponsored evening pro-
grams on the air, the remaining funds obviously are generated
from advertisers who have split the use of programs between
two, three or more products. It is expected, however, that
many product budgets presently in network television will
necessarily either have to find a more efficient and effective
way of using that medium, or be diverted into other avenues.
Here are a few of the limitations bringing about the tug
of war: (1) Limitation of advertisers to one cross plug per
program is forcing the alternative of using messages for two
or more products or the use of a second commercial for the
same product on the same show, though this may be contrary
to the most efficient marketing and media strategy; (2) It is
impractical to build a plan for frequency when such is the
basic need and strategy; (3) Daytime television also has been
more restricted, with more limited product exclusivity than
ever before and the limit of one cross plug, despite the fact
that daytime broadcasting has at least two decades of experi-
ence indicating that frequency is a prerequisite of success;
(4) The extension of basic must-buy station lineups is
restricting marketing freedom; (5) The high cost of regional
and local cut-ins makes their regular use impractical; (6) The
pressures to commit for 52 weeks preclude flexibility.
We recognize that the networks have problems in modify-
ing, or eliminating any of these network limitations. For
example, station affiliates would resist some of the recom-
mended moves.
Steady progress, however, toward more efficient use of
television dollars will, in the long run, hurt no one. Ad-
vertisers, agencies, networks, stations and program producers
will benefit mutually from any steps that make the tv dollars
work harder and more efficiently to solve our marketing and
advertising objectives.
Make network television more practical for single product
use. Avoid forcing advertisers and agencies to stretch mar-
keting and advertising strategies to include two or three
products in order to use network tv. I suggest:
( 1 ) Increase annual discounts for the 52-week firm ad-
vertisers. This will continue to give those advertisers who are
the backbone of network television some additional ad-
vantages for committing on a 52-week basis.
(2) Innovate a frequency discount to encourage advertisers
to use a program vehicle with adequate frequency.
(3) Install a new category and proper discounts for
every third week sponsorship. Every third week sponsorship
would permit advertisers with budgets of below $1.5 million
to have 52-week commercial exposure on a single nighttime
vehicle. It would, at the same time, eliminate the need of
bringing in a second or third product, even assuming that
advertiser had other products available.
GIVE THE ADVERTISERS SOME LATITUDE
The suggested third week pattern also would enable a
daytime advertiser to purchase a one-quarter hour segment
in a daytime strip. He then could let his marketing and media
strategy dictate whether he would use all three minutes of his
commercial in one day, two minutes in one day and one
minute in another day as a crossplug, or one minute plus
billboards on one day plus two crossplugs on two other days
on that same vehicle.
We believe that unless some increased flexibility is forth-
coming, network television will lose present clients and fail
to convert new advertisers at a satisfactory rate.
Don't get us wrong! Our agency and our clients love
television. We have consistently recommended and spent a
majority of our billing in tv. All 26 of the products now
handled by our agency are advertised on television.
There is no doubt that other agencies and advertisers also
want and need television. There can also be little doubt that
television wants and needs more and more customers.
Neither of us can reach our highest objectives without the
other. We need to nourish one another. Let's help each other
find more flexible, more effective ways to use tv, so that more
and more advertisers can approach it with greater con-
fidence in their ability to make it a profitable move.
George A. Bolas; b. Chicago, Nov. 22, 1913;
grad. U. of Michigan in 1936. After work-
ing for Swift & Co. as salesman in 1936,
he became assistant advertising and sales
promotion manager, NBC Central Div.,
1937-1941. He served as assistant radio
chief at Blackett-Sample-Hummert from
1941 to 1947 and was with Foote, Cone &
Belding as account executive on Toni 1947-48 when he joined
Tatham-Laird Inc., Chicago, as media director. Directs all
media activities. He's member of agency's executive commit-
tee and permanent member strategy planning staff, and
stockholder (since 1949).
Broadcasting
October 28, 1957 • Page 129
EDITORIALS
Let's Break Out the Bottle
WE think broadcasters ought to reappraise one of their oldest
and most rigid taboos, the rejection of liquor advertising.
Like many taboos of primitive tribes, the interdiction against
liquor advertising was imposed and has been cultivated by fear.
Broadcasters fear that the acceptance of liquor advertising would
evoke an outcry from die-hard drys that could lead to tightened
government regulation. This fear, we believe, arises from an un-
realistic estimate of prohibitionist power. To be sure, dry elements
flourish in some U.S. communities and even in some U.S. states,
but their influence on the national scene is unimportant.
No session of Congress passes without the introduction of bills
which in one way or another would limit or outlaw the sale and
advertising of alcoholic beverages. No one would be more surprised
than their authors if any of these bills became law. The bills are
introduced only to make a show for a few Congressmen whose
constituencies contain substantial blocs of prohibitionists.
Where liquor is legal, which is to say most parts of the United
States, the advertising of liquor on the air is equally legal. Why
shouldn't broadcasters accept their legal rights?
There are moral problems involved in liquor advertising, to be
sure, but they are no more perplexing than the problems involved
in many other kinds of advertising now using radio and television.
No broadcaster in his right mind would accept a liquor com-
mercial which, directly or by subterfuge, urged children to take
to drink or suggested new ways for alcoholics to acquire and con-
ceal a bottle. A study of the liquor ads in national magazines will
show that distillers, as a group, are using extreme moderation. There
is no reason to believe that this moderation would not extend to
radio and tv.
At appropriate times and with appropriate content, liquor com-
mercials would be perfectly proper on radio and tv. It remains
for courageous broadcasters to defy the old taboo. If they use dis-
cretion and obtain the cooperation of distillers, they can perform a
valuable service not only for themselves but for all broadcasters.
A New Voice in the Stratosphere
MOST thankless assignment in Washington these turbulent days
is the direction of the international propaganda organization —
the United States Information Agency. For some months under
Arthur Larson, "modern Republican" apostle, the USIA has been
on dead center or worse, hampered by starvation appropriations,
opposition in Congress and low esprit de corps within its staff.
Mr. Larson now has moved to the White House to serve as an
advisor to President Eisenhower on the word war with the Soviet.
To take over the rugged USIA assignment, the President has called
back to Washington an experienced career diplomat and trouble-
shooter, George V. Allen, ambassador to Greece. He had the same
assignment nearly a decade ago, when the unit functioned as an arm
of the State Dept., and he was assistant secretary. Four years ago,
USIA became an independent agency.
The biggest operation in USIA is the Voice of America, which
maintains world-wide shortwave communications, beaming broad-
casts in the native tongues of the populaces, both in front of and
behind the Iron Curtain (when those broadcasts can break through
Soviet jamming). To assist the Voice, there has functioned over the
years a broadcast advisory committee of some of the nation's lead-
ing broadcasters. Little publicity is given this advisory activity.
And it may be just as well because during the past year the com-
mittee barely had become acquainted with Mr. Larson, whose
interests apparently ran in other directions.
It should be different under the seasoned Mr. Allen. He knows
the outside world. And he knows government and Congress. Chances
are that instead of a one-third cut in budget, Congress will give him
a substantial increase over the $96.2 million dollars appropriated
for the 1958 fiscal year.
Mr. Allen can be expected to work closely with the broadcast
advisory committee — a group of experts selected because of their
knowledge of operations, programming and organization.
We hope Mr. Allen also will look into possible use of standard
broadcast stations to supplement shortwave. It has been suggested
before that a sort of reverse lend-lease might be worked out, whereby
government-owned systems (many of which are now commercial)
would handle Voice broadcasts, with credits to be given on what
Page 130 • October 28, 1957
Drawn for BROADCASTING by Sid Hix
"/ suppose they're trying to compete with all those pocket books!"
those governments may owe us. Such arrangements, of course,
could not be made with the Soviet satellites, but in Europe, where
distances are short, many Western stations can be received on cheap
receivers behind the Iron Curtain.
There are no known statistics on Voice reception by shortwave.
Shortwave receivers are expensive and it is likely that only the
well-to-do and the foreign offices make up the primary audiences
for these transmissions. Much better results have accrued from
the uninhibited broadcasts through Radio Free Europe and Voice of
Liberation, privately endowed operations.
With the Russians capitalizing on sputnik and their claimed
scientific and military superiority in the missile and satellite fields,
a step-up of our own information services to offset this propa-
ganda should have first priority.
The Majesty of NCAA
ONE of the more interesting public spectacles in recent history
played to an audience of 40,000 in the U. of Maryland stadium
Oct. 19 instead of an entire continent because a little group of
little men within the National Collegiate Athletic Association's Tv
Committee decided not to allow live telecasts of the sellout Mary-
land-North Carolina football game and its distinguished guest,
Queen Elizabeth.
Asa Bushnell, NCAA Tv Committee program director, conceded
to this publication that sellout games can be presented if "apprecia-
ble damage" is not done to another game in a 90-mile radius. The
only game fitting that description was between two Negro colleges,
Morgan State Teachers College and Howard U., and they weren't
even contacted by NCAA. Instead, Mr. Bushnell telephoned his
six-man administrative subcommittee, providing ample room for
fast buck-passing.
Again NCAA's bureaucratic monopoly has done a disservice to
the public. One of the most disappointed figures in the incident
was George F. Hartford, vice president of WTOP-TV Washington,
who tried to arrange the telecast for his station and CBS-TV with
the help of Maryland U. officials. After watching the game, the
Queen and the program of special events, he said, "This would
have been one of the greatest sports spectacles in history, with one
of the world's great personalities as guest star. Television and the
nation were deprived of an important program. Imagine the thrill
of watching the Queen at an American football game."
Obviously, NCAA, controlling an amateur sport often charged
with professional taints, hasn't learned an important lesson in the
operation of monopolies — don't twist necks too hard or too often.
Mr. Bushnell and his little coterie blew that one. It may have been
a serious mistake.
Broadcasting
North Carolina's
INTERURBIA
Producing More Food Sales Than Any
Metropolitan Market In The Two Carolinas
SOUTH BOSTON
< 1
DANVILLE / /
BURLINGTON DURHAM
RALEIGHi
KANNAPOLIS
/
BEMARLE
TROY
CARTHAGE
— SAM FORD /
^ * /
\
/
dominated by wf my-tv - channel 2
More people buy more grocery items in North Carolina's Interurbia than
in any other metropolitan market in the two Carolinas. Get full coverage
of this great market plus the entire Industrial Piedmont with WFMY-TV
where total food sales exceed $457,466,350.
GREENSBORO-HIGH POINT-
WINSTON-SALEM
(3 Stations )
Greensboro- Hich Point — Guilford County — Map
Location K-3
Winston-Salem — Forsyth County — Map LocaJj£
wee sitl>s consumer market map and dalpj
nine of the State.
uifmy-tv
GREENSBORO, N. C.
Repreiented by
Harrington, Righter & Parsons, Inc.
New York • Chicago • San Francisco • Atlanta • Boston
AMONG THE OUTSTANDING
TELEVISION STATIONS
WE ARE PROUD TO REPRESENT:
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kplc-tv Lake Charles, Louisiana
kbmb-tv Bismarck, North Dakota
kcjb-tv Minot, North Dakota
kxjb-tv Valley City, North Dakota
kima-tv Yakima, Washington
and satellites
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kntv San Jose, California
WEED
TELEVISION
TELEVISION STATION REPRESENTATIVES
new york • Chicago • detroit • san francisco
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NOVEMBER 4, 1957
THIRTY-FIVE CENTS
BROADCASTING
THE B U S I N E S S W E E K L Y OF TELEVISION AND RADIO
Frey opens advertising's Pandora's box, finds problems
Moral: In cosmetics, you need tv to turn scents into sous
Toll tv: Special cross-country report as the plot thickens
Opinion: The package is the thing in video commercials
Page 27
Page 40
Page 60
Page 112
S
it down with your
Petry Representative, as these
distinguished men are doing, and
get the full story . . .
the true story of today's
NIGHTTIME RADIO
Radio Division
EDWARD PETRY & CO., inc.
The Original Station Representative
New York • Chicago • Atlanta • Boston • Detroit • Los Angeles * San Francisco • St. Louis
Based on N.C.S. No. 2
KRLD
CBS
Radio - Dallas
delivers
More Listeners
More Coverage
than any other full-time station
in the entire state of Texas . . •
KRLD is the Only Full - Time 50,000
Watt Station in Dallas -Ft. Worth Area
KRLD does not share time and frequency with any
other station. One station — one order means greater
frequency discounts — full, accurate coverage at
minimum cost. KRLD is centrally located in Texas'
richest and most progressive area. Few natural bar-
riers impede its full-time 50,000 Watt signal, giving
you adequate coverage of the West and Southwest
at a lower cost per 1,000 listeners. For the best buy,
better buy KRLD. Check with a Branham man.
KRLD Radio CBS
The radio station of The Dallas Times Herald, owners and operators
of KRLD-TV, telecasting with maximum power from the top of
Texas' tallest tower. Herald Square, Dallas 2. The Branham Com-
pany, exclusive representatives.
JOHN W. RUNYON
Chairman of the Board
CLYDE W. REMBERT
President
More Listeners
More Coverage
Less Cost per 1,000
COMBINED MAKE
KRLD
the biggest buy
in the biggest market
in the biggest state
Page 4 • November 4, 1957
Broadcasting
closed circuit:
NOBODY FOR BARTER • Barter found
no champions among national advertisers
attending radio-tv workshop session during
Assn. of National Advertisers' annual meet-
ing last week (story page 27). Though
workshop was closed, it's understood par-
ticipants were asked whether any was using
tv on barter deals. No hand rose. Finally
one advertiser said he'd tried it in past
but would never again because, in effect,
when he was trying to reach children's
audience he found he was getting spots at
11 p.m., and when he was after adult
audience he was in 5 p.m. time.
o
Allen B. DuMont Labs reportedly is
nearing completion of prototype color set
incorporating Lawrence single-gun color
tube. DuMont has been working on set
design for about year, is licensed by
Chromatic Television Labs (50% owned by
Paramount Pictures) for research and de-
velopment on project.
o
HOMESTRETCH • After dozen years
on docket, so-called clear channel case is
reaching point of decision by FCC, with
fourth special meeting scheduled for today
(Monday). Although more sessions may be
necessary, present outlook is for: retention
of most of 24 clear channels now listed
as Class I-A (fully clear); reduction of
six to eight I-A's to I-B's (duplicated clear),
notably those in New York-New England
area as well as KFI (640 kc) Los Angeles
and possibly outlet or two in Chicago;
no breakdowns of clears into regionals or
locals, with prospects thus remote for
increased hours of operation for daytimers.
•
One knotty question in final determina-
tion of clear channel case is whether rule-
making hearings will be necessary on ap-
plications of certain I-A's to increase
power from present 50 kw maximum to
750 kw. Attitude of FCC appears to be
that those stations which do not increase
power cannot justify retention of I-A
status and that such channels would be
vulnerable to breakdown to I-B operation.
•
PERSONAL INTERVIEWS • FCC con-
tinues to have its Moulder Committee
problems. Although Commission had ad-
vised Chairman Morgan Moulder (D-Colo.)
that it could not answer questionnaire on
gifts, entertainment, meals and like re-
ceived from licensees, applicants or practi-
tioners, individual members are being in-
terviewed on identical questions by Baron
J. Shacklette, chief investigator of House
Committee on Legislative Oversight. Mr.
Shacklette, one of government's ace in-
vestigators both during Truman and
Eisenhower administrations, personally is
interviewing members of Commission and
expects to finish rounds this week.
General Motors Corp., Detroit, which
is sponsoring two-hour color extravaganza
on NBC -TV Nov. 17 titled General
Motors' 50th Anniversary Show, under-
stood to be buying availabilities on stations
carrying program, including 10 and 20
second spots before, after and in middle
of production. Approximately 60 stations
already are lined up and Kudner Adv.,
New York, is said to be seeking more.
•
BUILDERS' AID • RCA Broadcast Equip-
ment Div., Camden, N. J., is about to
unveil elaborate instruction kit which will
educate prospective new radio station
owners about everything from getting FCC
permit and planning studios to selecting
equipment and putting it together to make
it work. Detailed instructions cover small,
medium and large stations. Kit includes
reprints of Broadcasting magazine stories
to supply general background information
on industry to many new interests such
as local businessmen who are becoming
station owners as radio continues its un-
abated expansion in stations and service.
•
Electronic Industries Assn.'s spectrum
study committee (see page 90) got off to
running start immediately after formation
of top-drawer committee. Five-man steer-
ing group, headed by GE's Paul L. Cham-
berlain, met Thursday with military offi-
cials in Washington and on Friday with
upper echelon officials of Office of Defense
Mobilization action. Talks were informal
and exploratory, it is said, and amicable.
•
TWO FROM ONE • Clients of Segal,
Smith & Hennessey, old established Wash-
ington communications law firm, have
been informed that effective Jan. 1 firm
will split vertically, with one office headed
by Paul M. Segal, senior partner, and
other to comprise George S. Smith, presi-
dent of Federal Communications Bar
Assn., and Philip J. Hennessey. Clients
were told that transaction is being worked
out "in the utmost harmony and amity."
Mr. Segal will continue practice at present
location, with Messrs. Smith and Hennes-
sey to move to new location.
•
Gala presentation being planned by
ABN to show off its new all-live pro-
gramming to advertisers, agencies and
newsmen. Being developed by ABN Presi-
dent Robert E. Eastman, presentation will
feature principal live entertainers now on
network, including Don McNeill, Herb
Oscar Anderson, Jim Backus, Jim Reeves,
Merv Griffin, Bill Kemp, Johnny Pearson
and assorted singers, choral groups, etc.
Place and time: New York's Plaza Hotel,
9:30 a.m., Nov. 26.
•
REDUCING PLANS • With balloting now
in progress on change of name of National
Assn. of Radio & Television Broadcasters
back to "National Assn. of Broadcasters,"
new movement is afoot to cut down size of
trade association's board of directors from
present 45 (with president and secretary-
treasurer) to former dimensions of less
than half that number. One such proposal
points out present board is unwieldy and
costs lot of money, and that much of its
work could be better handled by small
committees.
•
Though Radio Television News Direc-
tors Assn. officials wouldn't admit it last
week, it's sure bet that Frank Stanton, CBS
president, will receive annual Paul White
memorial award at news directors' annual
convention this week in Miami (see story
page 90). Award is for advancing cause of
broadcast journalism.
•
SPREADING OUT • Now that Broad-
casters Promotion Assn. has blossomed
into full-grown organization in second year
(207 members — 173 voting, 21 associate,
13 affiliate), serious effort will be made to
diversify geographical spread of officers
and directors. It's good bet, too, that 1958
convention will be held in Midwest.
•
Agency and CBS-TV executives were
meeting in New York last week to decide
whether Dick and The Duchess (Sat.,
8:30-9 p.m.) will be retained or another
show substituted. Advertisers are Helene
Curtis Industries through Gordon Best &
Co. and Mogen David wine through Ed-
ward H. Weiss & Co., both Chicago. No
decision as of Friday:
•
FILM HEDGE • AAP Inc. has withdrawn
some of its Warner Bros, feature films and
certain Warner Bros, cartoons from ap-
proximately 30 major markets. Distributor
has called back only those films for which
stations have expressed no immediate inter-
est. Action, it's said, does not affect other
AAP-distributed product (Warner Bros,
library and other features and cartoons).
Reason: AAP feels it ought to hold
product back for year or more on premise
pictures may be worth more because of
pay tv or other new developments.
•
No applications for FCC pay tv au-
thorizations are expected to be filed for
at least another month, if not longer. This
is estimate of FCC officials and Washing-
ton attorneys representing stations consider-
ing applying. First there is mass of detail
which must be submitted with application,
and preparing this will take long time.
Second, and considered even more im-
portant, pay tv patent holders must figure
out in what markets they want to be op-
erative. Test of each system is limited to no
more than three markets. (See Special Re-
port on toll tv, page 60.)
Broadcasting
November 4, 1957 • Page 5
We wanted to know
about Farm TV...
-so we asked the highly regarded Research
Division at the Meredith Publishing Company
to make a survey for us —
. . . and here are some highlights."
Fred Ebener, WOW-TV
Sales Manager
Mai Hansen, WOW-TV Farm Director
3Z7( named WOW-TV Farm Di-
rector Mai Hansen their favorite
TV Farm personality (the next
farm personality was mentioned
by only 5%).
jipillllli^ i i i ' ■ wwiwmbmmimbmmmmmw
• 90 %c of the farmers within an 80-mile
radius of WOW-TV have TV sets
• They depend on TV over newspapers in five
of six major categories of farm news and
information
• 31 % of the farmers named WOW-TV as
their favorite station (the next station was
mentioned by only 17%)
• Weather, News and Markets programs are
a terrific buy. 35% of the farmers watch
such programs regularly. This percentage
was topped only by "I Love Lucy"
and "December Bride".
SURVEY BROCHURE — Get all the details
write for your copy today!
I
FRANK P. FOGARTY, Vice President and General Manager
FRED EBENER, Sales Manager
IN OMAHA if's WOW and WOW-TV
IN SYRACUSE if's WHEN and WHEN-TV
IN PHOENIX if's KPHO and KPHO-TV
IN KANSAS CITY if's KCMO and KCMO-TV
represented by BLAIR-TV, Inc.
represented by The KATZ Agency
represented by The KATZ Agency
represented by The KATZ Agency
Meredith Stations are affiliated with Better Homes and Gardens and Successful Farming Magazines
Page 6 • November 4, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY
ANA Gets Interim Frey Report— Preview of year-long
study of agency services and compensation sees need for
prompt attention to both client-agency working relationships
and methods of paying agencies. Preliminary report, unveiled
at ANA convention, to be followed by final report later this
winter. Page 27. Other highlights of ANA meeting. Page 32.
GOVERNMENT
A Plea Against Must Multiplexing — Withdraw require-
ment that fm stations must multiplex for functional music
operations, WPEN-FM Philadelphia asks FCC. Deadline for
multiplexing is Jan., 1, but Philadelphia station says equip-
ment not good enough yet. Page 85.
ADVERTISERS & AGENCIES
Amoco Quits Murrow — Oil company severs long-time as-
sociation with CBS-TV's Murrow effective 1958, plans re-
aligning tv dollars to spot activity; move also affects regional
sponsorship of Person to Person by Theo. Hamm Brewing
Co. as CBS-TV seeks national advertiser to share tab with
Time Inc. Page 50.
Coty Seeks Recognition — Perfume-toiletries firm discusses
doubling tv budget, enter network sponsorship, diversify, in
effort to keep up with giant Revlon and its other heavy-
spending broadcast-conscious competitors; firm will "test"
program sponsorship in Memphis and Columbus. Page 40.
Breakdown of U. S. Tv Household — Complete report by
ARF-Census Bureau gives further insight on the 39.8 million
television homes. Page 48.
More on Warwick & Legler v. Schick — (Continued) —
Schick contends "cotton idea" for tv and other ads was not
exclusive W&L idea but was conceived first by Grey Adv.
Page 44.
OPINION
The Package Is the Backbone of Your Tv Commercial —
Jim Nash, designer of world-famous trademarks, tells how
product design and presentation means added mileage for
the tv advertiser's dollar. He cites some of his more successful
face-lifting projects. Page 112.
Facts — Not Fantasy — Should Dominate
Media Presentation — Jeremy Sprague of
Cunningham & Walsh explains how sky-blue
and baseless claims can harm media pres-
entations. He makes his plea for a more
rational approach in the regular Monday
Memo series. Page 117.
The Need for Advertisers to Adjust — McCann-Erickson's
Lansing Lindquist reminds ANA delegates that a new matu-
rity in radio-tv imposes a further obligation on the sponsor
to iron out certain wrinkles and meet new challenges in
using broadcasting. Page 36.
SPECIAL REPORT
The Pay-Tv Ball Still Bounces — Sen. Langer tosses results
from his Bartlesville questionnaire into anti-subscription tele-
vision rhubarb. Page 60. Rep. Celler and Paul Porter debate
toll tv in New York. Page 68. NBC declines Zenith challenge
to publicly argue Sarnoff sentiments; Leitzell asks Chicago
Broadcast Adv. Club for time to answer NARTB's Fellows.
Page 68.
Bartlesville Revisited — Two months after Telemovies proj-
ect gets underway, Broadcasting goes door-knocking in the
Oklahoma community to find out how things are going with
the system's backers, what home viewers think of it. Page 64.
STATIONS
CBS Radio Streamlines O&O Rates — New rate cards elim-
inate complicated discount structures, show all costs on a
round-dollar, net-price-per-unit basis. Page 70. Picture layout
of electronic brain equipment used by CBS Radio in working
up new cards and in many day-to-day operations. Page 72.
FILM
What Percent of 3%? — Tv networks and independent New
York tv stations are reported to be in "substantial agreement"
with city of New York on the rate of sales tax to be paid on
rental of films telecast from New York. One stumbling block:
What precise per cent of 3% of film rental costs is equitable?
Page 56.
TRADE ASSNS.
A Stiff Blow Against Courtroom Access — ABA committee
recommends retention of controversial Canon 35. However,
on two other fronts — Texas and Connecticut — the bar indi-
cates more willingness to allow such broadcast coverage. Page
89.
Tv Bait Advertising Wanes — Cooperation between Better
Business Bureau and NARTB Code Review Board gets results,
according to spot-check survey made in 52 cities. Page 91.
DEPARTMENTS
ADVERTISERS & AGENCIES .
. . 30
OPEN MIKE
16
AT DEADLINE
9
OPINION
112
BUSINESS BRIEFLY
50
OUR RESPECTS
20
CHANGING HANDS
80
PEOPLE
96
CLOSED CIRCUIT
5
PLAYBACK
lid
EDITORIAL
118
PROGRAMS & PROMOTIONS.. 94
FILM
56
PROGRAM SERVICES
STATIONS
69
FOR THE RECORD
101
70
GOVERNMENT
85
TRADE ASSNS
89
IN PUBLIC INTEREST
24
UPCOMING
109
IN REVIEW
14
INTERNATIONAL
.110
LEAD STORY
27
MANUFACTURING
92
lii:
■it
MONDAY MEMO
117
NETWORKS
82
Broadcasting
November 4, 1957 • Page 7
A time buyer
is fortified
against
distraction in
Miami.
One station (WQAM) has
42.1%* of the radio audience
The coming of fall suggests the time may not be far off when youll
be in Miami. In person? Fine. Then you can hear for yourself
without distraction why WQAM has made a dramatic runaway
since the start of Storz Station programming a year ago. Com-
ing via a time-buy? Hooper says it clearly: WQAM has more
than 3y2 times the daytime audience of the next station. Latest
Pulse, 9-county area Pulse and Trendex show WQAM on top.
Don't let old, outdated figures
divert you. Talk to Blair . . .
or WQAM General Manager WQAM
Jack Sandler.
*Hooper, 7 a.m. -6
July-August, 1957
Monday-Saturday,
. . . serving all of Southern Florida
with 5,000 watts on 560 kc . . . and
Radio #1 in
MIAMI
P WDGY Minneapolis St. Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
jgjj . REPRESENTED BY JOHN BLAIR it CO.
■ WTIX New Orleans
|j| REPRESENTED BY ADAM YOUNG INC.
* WQAM Miami
fii REPRESENTED BY JOHN BLAIR & CO.
Page 8 • November 4, 1957
Broadcasting
at deadline
AFA Names Committee to Fight
Untruthful Advertising Practices
Advertising Federation of America has
formed new committee to implement AFA-
FTC joint project to combat untruthful
advertising practices, to be headed by Felix
W. Coste, vice president of Coca-Cola Co.,
New York.
Committee members reported Friday in-
clude: Wallace E. Barker, Stockton-West-
Burkhardt Inc., Cincinnati; Lee H. Bristol,
Bristol-Myers Co., New York; J. M. Brown,
Glenn Adv., Ft. Worth, Tex.; H. K. Crowl,
WAVI Dayton, Ohio; J. D. Danforth,
BBDO, New York; Anthony Delorenzo,
General Motors Corp., Detroit; James S.
Fish, General Mills, Minneapolis; Richard
D. Furber, Public Utilities Adv. Assn.,
Minneapolis; Mrs. Telma O'Brecht, Jam
Handy Organization, Detroit; Ben Reichert,
KVET Austin, Tex.; L. T. Sogard, L. T.
Sogard Co., Indianapolis; Robert G. Stolz,
Brown Shoe Co., St. Louis; Curtin Taulbee,
Taulbee Adv., San Angelo, Tex.; Ed Weber,
Southwestern Public Service Co., Amarillo,
Tex.; Rex Webster, Craig & Webster, Lub-
bock, Tex.; William G. Werner, Procter &
Gamble, Cincinnati, and Jeannette Wiggs,
Munsingwear Inc., Minneapolis.
Meade Becomes CBS Inc. V.P.
Election of Everard Kidder Meade Jr.,
for past two years with public relations firm
of Earl Newsom & Co., New York, as CBS
Inc. vice president for information services
being announced today (Mon.) by president
Frank Stanton, effective immediately. Mr.
Meade is former vice president of Colonial
Williamsburg, graduate of U. S. Military
Academy, and was combat field officer in
World War II. After war he was with first
Hoover Commission and later on staff of
secretary of defense. He was special assistant
to undersecretary of state from 1950-1953.
CBS Radio Affiliates Agenda Set
Advance registration for the CBS Radio
Affiliates Assn. fourth annual convention in
New York Thursday and Friday indicates
all-time record in affiliates attendance, ac-
cording to John M. Rivers, WCSC Charles-
ton, S. C, chairman of association's board
of directors. Board will hold pre-convention
! meeting Wednesday to seat three new mem-
bers—Harold Danforth, WDBO Orlando,
Fla., who replaces Mr. Rivers, Dist. 4;
Joseph M. Higgins, WTHI Terre Haute,
Ind., who succeeds Vice Chairman Charles
C. Caley, Dist. 6, and Hoyt B. Wooten,
WREC Memphis, who replaces F. C. Sowell,
WLAC Nashville, Dist. 5. The board also
will elect three new directors-at-large and
subsequently elect officers for coming year.
Mr. Rivers, present chairman, then will
succeed Kenyon Brown, KWFT Wichita
Falls, Tex., as ex-officio member of board.
Broadcasting
Former Applicant Asks FCC:
Reopen St. Louis Ch. 1 1 Case
St. Louis Amusement Co., area theatre
owner and one-time applicant for St. Louis
ch. 11, urged FCC to reopen whole St.
Louis ch. 1 1 package, including revoking of
Commission grant for CBS to buy ch. 4
KWK-TV St. Louis and to turn over its ch.
1 1 permit to three unsuccessful applicants
[Government, Oct. 28].
Firm said CBS acted in "unlawful com-
bination with others" in arrangement which
saw network pay $4 million for ch. 4 facili-
ties and turn loose its ch. 1 1 permit to 220
Television Inc., one of other three remaining
applicants. 220 Television has agreement
with other two applicants (St. Louis Tele-
casting Co. and Broadcast House Inc.) to
share ownership of ch. 1 1 outlet.
St. Louis Amusement Co. fought inclusion
of CBS in comparative hearing on ground
network obviously was best qualified, and
hearing was waste of time for others. When
it lost this contention in court, it dropped
out of ch. 11 hearing.
KM&J Names Three V.P/s
Several major personnel appointments at
Keyes, Madden & Jones, Chicago, New
York, Hollywood, reported Friday in New
York by Executive Vice President Howard
A. Jones. Making switch this week will be
Dr. Jay Niefeld, director of advertising-
research, McCann-Erickson, who assumes
research vice presidency at KM&J. Agency's
Research Director Ed Fletcher continues
in that post in Chicago. Hal Rorke, account
executive, McCann-Erickson, Chicago, as-
sumes vice presidency of public relations
and will also work on accounts in Chicago.
Mr. Jones also confirmed appointment of
Charles Chappell, vice president, Joseph
Katz Co., to vice president and art director
of agency [Closed Circuit, Oct. 21]. All
three executives become members of agen-
cy's plans board.
DELAYED, BUT WITH OOMPH
One-day, $60,000 spot tv campaign
scheduled by Oldsmobile Div., Gen-
eral Motors, for this Thursday as
part of promotion for unveiling of new
models. Though network tv will carry
major part of pre-unveiling promotion,
introduction of new models was de-
layed temporarily by strike at Fisher
Body plant, and Oldsmobile and agen-
cy, D. P. Brother & Co., Detroit, de-
cided to add spot tv for extra oomph.
In this decision they reportedly were
influenced largely by presentation
made by TvB as part of its sales
coverage of Detroit car makers;
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 27.
BACKSTOPPING • Studebaker-Packard
Corp., South Bend, Ind., to supplement
network schedule on CBS Radio, today
(Mon.) through Nov. 17 running radio spot
campaign in 17 markets on behalf of S-P
family of cars. WKRC Cincinnati is only
CBS Radio affiliate where overlaps take
place. Burke Dowling Adams, N. Y., is
agency.
AFTER FIRST OF YEAR • Stop And Shop
Triple "S" Stamps and American Molasses
Co., both New York, currently running radio
and tv spot schedules, are considering new
campaigns, through Hilton & Riggio, N. Y.
If recommendation by agency is approved,
schedule will start in January or February.
SPOTTING IN TV • Procter & Gamble
(Oxydol), Cincinnati, and The Family
Circle Inc. (Family Circle magazine), N. Y.,
reportedly buying spot tv in undetermined
number of markets through Dancer-Fitz-
gerald-Sample, N. Y., agency for both ad-
vertisers.
NINE MORE IN 'HUNT' • G. Heileman
Brewing Co., La Crosse, Wis., signed to
sponsor Ziv Television Programs half-hour
film series, Sea Hunt, in nine midwestern
markets starting in January 1958, marking
Heileman's first concentrated effort in tv.
Agency: Compton Adv., Chicago. Series
now sold in 91 markets.
PERFUME AS GIFTS • Chanel Inc., N. Y.,
considering special Christmas television push
in half-dozen markets for its perfume. Plans
not yet approved but expected to be early
this week. Norman, Craig & Kummel, N. Y.,
is agency.
NATIONAL FOR SPOT • National Brands
Div., Sterling Drug Inc., N. Y., this week
breaking new spot tv campaign in undeter-
mined number of markets in behalf of its
Phillips' Milk of Magnesia. Dancer-Fitz-
gerald-Sample, N. Y., is agency.
'Foyle' for 'Bride and Groom7
New live daytime serial, Kitty Foyle, to be
produced by Henry Jaffe Enterprises, New
York, has been signed by NBC-TV to start
Jan. 1 in 2:30-3 p.m. EST period, five times
weekly, succeeding Bride and Groom, which
will be dropped.
November 4, 1957 • Page 9
PEOPLE
at deadline
ABA PROPOSAL DRAWS WIDESPREAD CENSURE
Opposition to recommendation that Amer-
ican Bar Assn. retain its ban against broad-
cast courtroom coverage (early story, page
89) was sounded from at least four quarters
Friday.
Recommendation "reflects an unwilling-
ness to recognize 20th century methods of
communications", NARTB President Harold
E. Fellows declared Friday. He said NARTB
will ask permission to present radio-tv's
case at ABA's forthcoming Atlanta meeting.
Mr. Fellows noted that proposed revision
of Canon 35 would delete three of four
reasons presently given for excluding broad-
casting. Its proposed revision relies entirely
on assumption that radio-tv introduces ex-
traneous influences which tend to affect
participants in court proceedings and divert
them from, proper objectives of trial, he
said.
Mr. Fellows then pointed out that in only
instance where Canon 35 has been before
court for hearing (in Colorado Supreme
Court) ruling was made favoring broadcast-
ing, subject to discretion of trial judge.
Chief Justice Otto O. Moore of Colorado
Supreme Court, which ruled in favor of
broadcasting access, rapped new recom-
300 on Hand as BPA Opens
Sessions in Chicago Friday
Attendance hit approximately 300 as
Broadcasters Promotion Assn. opened con-
vention-seminar in Chicago Friday, with
sessions on trade paper advertising, on-the-
air promotion and sales presentation.
Committee set up to submit nominations
for president, first vice president, second
vice president, secretary-treasurer and four
directors included Montez Tjaden, KWTV
(TV) Oklahoma City, and BPA second
vice president; Paul Woodland, WGAL-AM-
TV Lancaster, Pa., and Ken McClure,
WMBR-TV Jacksonville, Fla.
BPA board adopted pre-convention resolu-
tion, after reportedly heated discussion, that
organization "shall not endorse any contest
or competition" by any other group and
also appointed convention, resolutions and
project committees to report Saturday.
Ben K. Wells, vice president of sales-ad-
vertising, Seven-Up Co., at Friday luncheon
stressed total selling as method of putting
marketing concept to work, and stated "The
advertising manager can do much to get
the right answers and to insure that they are
applied with vigor all down the line." He
added, "Advertising alone and selling alone
can do a certain amount in moving goods,
mendation in "personal" statement. He urged
ABA committee members to "come down
from the ivory tower of super-intellectualism
and deal in realities."
Report of ABA committee was also criti-
cized Friday by Radio-Television News Di-
rectors Assn. Ted Koop, RTNDA president,
and Julian Goodman, chairman of associa-
tion's freedom of information committee,
in statement said bar committee's report
"contains no new arguments except the
novel contention that using discretion in
permitting courtroom photographs or broad-
casts would make the judge a censor. On
the contrary, the judge is now a censor be-
cause he discriminates arbitrarily against
20th century forms of journalism."
Statement added that matter would be dis-
cussed at RTNDA convention this week in
Miami (story page 90).
Herbert Brucker, chairman of free-
dom of information committee of Amer-
ican Society of Newspaper Editors, took
issue with ABA report saying "It is inevitable
that eventually — as in the assembly halls of
the United Nations in New York today —
facilities for photographing and broadcast-
ing will be built into every American court-
room."
but team them together with total selling
and you've got jet propulsion."
At opening Friday seminar BPA delegates
were told by Jack Dorr, WBNS-TV Colum-
bus, Ohio, that tradepaper advertising can be
like "talking to ourselves" and reviewed his
station's advertising program using New
Yorker and Fortune magazines to reach
media people for prestige and trade maga-
zines for "small specifics," along with spot
announcements on WCBS-TV New York.
Other speakers stressed planning, ingenuity
and originality, need for creating favorable
impressions and distinctive characteristics.
NBC Board Promotes Bilby
Kenneth W. Bilby, NBC public relations
vice president, elected an executive vice
president at board meeting Friday. He is
responsible for press, national advertising
and promotion, exploitation, merchandising
and continuity acceptance departments and
also is member of NBC's policy-making
executive council. Formerly with Carl
Byoir Assoc., he was public relations rep-
resentative to RCA Victor for two years be-
fore joining NBC as public relations vice
president Sept. 3, 1954, at which time all of
company's promotional activities were
grouped under his direction.
THEODORE J. GRUNEWALD, vice presi-
dent and radio-tv director, Hicks & Greist,
N. Y., elected director of agency. IRVING
(SMITTY) KOGAN, public relations direc-
tor of agency, named vice president.
CHARLES M. SKADE, formerly controller
of American Management Assn., to senior
vice president — administration, Fuller &
Smith & Ross, N. Y.
Funeral services to be held today (Mon.)
in Philadelphia for JACOB H. GEISE, 73,
vice president in charge of finance, Young
& Rubicam, N. Y., who died Wednesday.
He had been with Y&R since its forma-
tion in 1923.
CHARLES A. WINCHESTER, Young &
Rubicam, N.. Y., to Doherty, Clifford, Steers
& Shenfield, N. Y., as account executive in
Bristol-Myers unit.
Latest Station Transfers:
Sales reported Friday all subject to FCC
approval:
WRMA Montgomery, Ala., has been sold
by Ralph M. Allgood and Grover Wise to
Stanley Raymond, Mrs. Dorothy L. Davis
and Zenas Sears for $165,000. Negro-pro-
grammed station is 1 kw day on 950 kc.
Buyers own WAOK Atlanta, Ga. Trans-
action handled by Blackburn & Co.
WAND Canton, Ohio, sold by P. C.
Wilson to Dover Broadcasting Co. (WJER
Dover, Ohio) for $150,000. Station is 500
w daytimer on 900 kc. Dover company is
owned by Mrs. Agnes J. Reeves Greer, who
also owns WAJR Morgantown, W. Va.,
and WKJF-FM-TV Pittsburgh, Pa. Broker
was R. C. Crisler Co.
WZIP Covington, Ky., sold by Arthur
L. Eilerman, Charles Grimes and Gregory
W. Hughes to Leonard P. Goorian and Al-
fred B. Katz for $150,000. Mr. Goorian
is veteran radio-tv personality in Cincinnati;
Mr. Katz is Cincinnati attorney. Broker
was R. C. Crisler Co.
KATV (TV) Stays On Despite Fire
Loss of between $400,000 and $500,000
was suffered Friday by ch. 7 KATV (TV)
Pine Bluff, Ark., it was reported by sta-
tion officials, when its Little Rock, Ark.,
studios were totally destroyed by fire of
undetermined origin. ABC-affiliated station
switched operations to its Pine Bluff studios
with no interruption to service. Fire started
at 3 a.m. Friday, blazed for 3Vi hours.
WPRO-TV Opposes FCC Proposal
WPRO-TV Providence last week told
FCC that proposal to delete ch. 12, and
offer station possible choice between chs. 8
or 13 would cost outlet almost $800,000
because it would have to abandon present
transmitter tower and antenna site. WPRO-
TV demanded quasi-judicial hearing with
oral argument if FCC goes through with de-
intermixture. [Government, May 6].
Page 10 • November 4, 1957
Broadcasting
TRIANGLE STATIONS
WFIL-T V
FIRST in Philadelphia 1 MORE audience, noon
to sign-off, Monday-Friday, than ANY other
Philadelphia station ! Plus TOP THREE local
daytime shows and SIX of top ten.
WNBF-TV
FIRST from Scranton to Syracuse ! 48.4%
average rating -SEVEN NIGHTS A WEEK
— MORE audience at lower CPM than any
station in Baltimore, Kansas City, Houston.
WFBG-T V
FIRST from Pittsburgh to Harrisburg! 143.4%
MORE quarter-hour firsts, noon to sign-off,
Monday-Friday, than nearest competitor.
WNHC-T V
FIRST from Massachusetts to Long Island !
DOUBLE the combined audience of competi-
tion, SIGN-ON to SIGN-OFF, SEVEN DAYS
A WEEK I
WLBR-T V
Sources: ARB, Philadelphia, Sept. 1957/Telepulse, Bingham-
ton, Baltimore, Kansas City, Houston, Nov. 1956/Television
Magazine, Nov. 1956/SRDS, Mar. 1957/ARB, Altoona, June
1957/ARB, Hartford-New Haven, June 1957/Television
Magazine, Sept. 1957/Trendex, Five-City Survey, Aug. 1957
FIRST UHF station to cover entire LEBANON,
LANCASTER, HARRISBURG, YORK area —
America's Number 1 UHF market -^and at
one-sixth the cost of nearest competitor!
Operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM »,TV, Philadelphia, Pa. / WNBF-AM • PM • TV, Binghamton, N.Y. / WHGB-AM, Harrisburg, Pa.
WFBO-AM • TV, Altoona-Johnstown, Pa. / WNHC-AM • FM • TV, Hartford-New Haven, Conn. / WLBR-TV, Lebanon-Lancaster, Pa.
Triangle National Sales Office, 485 Lexington Avenue, New York 17, New York
Blair-TV: WFIL-TV • WNBF-TV • WFBG-TV / Blair Television Associates: WLBR-TV / The Katz Agency: WNHC-TV
Broadcasting
November 4, 1957
Page 11
NEW YORK AND SAN FRANCISCO
WITH ONE STATION, ONE PRICE!
A new 136-county coverage study made by Pulse Inc. during Spring 1957 shows that WOR
delivers . . .
AMERICA'S NUMBER ONE MARKET
(N.Y. Metropolitan)
And with its outer-area coverage an additional audience equivalent to
AMERICA'S NUMBER SIX MARKET*
(San Francisco Metropolitan)
Here's how it works.
Outside the normally surveyed 17 county New York metropolitan area there is a vast audience
that listens to WOR— 980,420 families per week, to be exact.
This "outer-area" audience is 47% greater than the audience to the next highest New
York station, and represents a market that would rank sixth in the entire United States
— larger than San Francisco!
And WOR is the dominant station, ranking first in audience in 12cfi of the 136 counties surveyed.
This study again confirms the fact that WOR reaches the largest station audience in America
— serving a weekly total of—
4,103,420 families
On the adjacent page you will find a map which graphically details the scope of WOR's coverage.
WOR RADIO 710
New York
a division of M S^ll ffW J RKO Tele radio Pictures, Inc.
*To cover America's number six market, buy KFRC San Francisco.
Page 12 • November 4, 1957
Broadcasting
THE COVERAGE AREA OF AMERICA'S
GREATEST STATION -WOR RADIO
(This map shows all counties in which 10% or more of
the radio families listen to WOR at least once a week)
WOR
WEEKLY AUDIENCE
4,103,420 families
in 139 counties in
13 states
Source: Special Pulse Coverage Survey, Spring 1957.
(Detailed report available on request.)
Broadcasting
November 4, 1957 • Page 13
IN REVIEW
IU
CHAN N EL
Channel 7 rolls up its sleeves
behind solid programming and digs
in on merchandising and product
promotion that really pays off.
Give your marketing or distribution
problems the Channel 7 solution-
enthusiastic cooperation from
folks who know firsthand just
what makes this unique Miami
market tick. WCKT's plus services
deliver a promotional punch that
gets you greater returns per
TV dollar day after day.
Try WCKT now and discover why
Channel 7 makes TV a better buy
than meets the eye!
WCKT
CHANNEL
MIAMI, FLORIDA
THE PRINCE AND THE PAUPER
Although the season is young, network
tv already has entered a few programs
for top honors. A major contender was
telecast Monday night on CBS-TV.
After limited success with its first offer-
ing of the season — a giant kaleidoscope of
talent in "Crescendo" [In Review, Oct. 7]
: — the Du Pont Show of the Month hit its
stride with a superb live production of an
adaptation from Mark Twain's The Prince
and the Pauper.
The Leslie Slote script captured the imagi-
nation, charm and cohesion that distin-
guished the great American author's novel.
It was difficult after 90 minutes of delight
to doubt seriously the author's concluding,
whimsical observation: He didn't know if
the switch between prince and pauper
actually happened, but it might have.
As in the memorable telecast of "Peter
Pan," Pauper was fantasy at its best. To
enjoy, one must believe. And there is no
believability unless the cast gives the drama
a sense of reality.
As a relief from circling sputnik, psycho-
logical drama and adult westerns, The Prince
and the Pauper was a refreshing experience.
As a major tv accomplishment, the tele-
play called for considerable skill in crafts-
manship by David Susskind, the producer;
Mr. Slote, the adaptor, and Daniel Petrie,
the director, among others.
Outstanding in the cast was Christopher
Plummer as Miles Hendon, sword-wielding
champion of the Prince. The latter role
was performed by Rex Thompson, who
showed an ability to project the dignity and
nobility expected of a young Prince Edward;
lohnny Washbrook as Tommy Canty, the
pauper, lent the credibility of a boy whisked
from the streets of London into the life
of royalty as a result of mistaken identity.
Also notable in the cast were Rosemary
Harris, Sir Cedric Hardwicke, John Carra-
dine and Hurd Hatfield.
Because of the hour, many youngsters
missed the play. This was unfortunate since
the program could have been a treat for
the whole family. In any case, here's to
more of the same, whether on the Du
Pont series or elsewhere.
Production costs: Approximately $175,000.
Sponsored by the E. I. Du Pont de Nemours
& Co., through BBDO, on CBS-TV, Mon.,
Oct. 28, 9:30-11 p.m. EST.
Producer: David Susskind, for Talent Assocs.
Ltd.: director: Daniel Petrie; associate
producer: Michael Abbott; writer: adapted
by Leslie Slote from the novel by Mark
Twain.
KEEP IT IN THE FAMILY
Aside from the fact that this is one of the
few tv quizzes to debut this season, Keep It
in the Family appears to possess nothing
noteworthy.
Two families of five are matched. After
the nature of the question is stated, the fam-
ilies bid points (up to 100) maximum for
the right to try for the answer. The points
count (or subtract, if missed) toward the
game-winning goal of 350 points. The suc-
Page 14 • November 4, 1957
cessful bidders must answer five-part ques-
tions, starting with the youngest member of
the family. For each question, there is a
lavish gift. On the opening show, it included
vacations in Bermuda, kitchen equipment, a
completely-equipped power workshop, a
Hillman Minx car and diamond-studded
watches.
The group huddles of the families as they
decided on bidding tended to stutter the
first show's pace. Also the precedes on each
family's background appeared to be too
well scripted. Example was the instance of
one seven-year-old who got halfway through
a "cute" answer, floundered, and then re-
started with a verbatim duplication of his
first remarks.
Production costs: $10,000.
Telecast sustaining on ABC-TV, Sat., 7:30-
8 p.m. EST. Started Oct. 12.
Producer: Art Stark; director Mickey Tren-
ner; writers: Mr. Stark, Leonard Stern.
BOOKS
ZOOMAR, by Ernie Kovacs; 348 pp.;
Doubleday & Co., 575 Madison Ave.,
New York City.
Tv comedian Ernie Kovacs has come a
long way since his newspaper columnist's
days on the Trenton (N. J.) Trentonian
some 10 years ago. Making his debut as a
novelist, tongue-in-cheek Mr. Kovacs has
written an interesting and amusing — albeit
badly-told — tale of life behind the electron-
ically-charged grey flannel curtain.
His story, as others of its type, is popu-
lated by slick network and agency boys
and girls. But where the other books are
more fancy than fact, Mr. Kovacs has
given the reader (and his characters) -the
benefit of his own 10 years in the industry.
Our hero is an agency man named Tom
Moore who finds himself at liberty following
the suicide of a client — a soap-manufac-
turer, naturally. How Tom picks himself off
the sidewalk and works his way into the
No. 2 spot at United Broadcasting Corp. is
Mr. Kovacs' tale. As we said, he may not
tell it so well, but he does it with verve, wit
and imagination.
JOURNALISM QUARTERLY: Trends in
the Field of Electronic Journalism, a spe-
cial issue, Summer 1957. School of Jour-
nalism, U. of Minnesota, Minneapolis 14.
128 pp. $1.50 or with yearly subscription
($6), special rates to students.
The legal problems tv has raised and the
ever-present fight for freedom of informa-
tion are among the timely issues presented
by many contributors to this issue. Radio
and tv's right to report in the courtrooms
and elsewhere are discussed in separate
articles by Dr. Fred Siebert, Michigan State
U; Hugh B. Terry, KLZ-AM-TV Denver,
and Ted Koop, CBS.
Among other pertinent pieces are those
by Sig Mickelson, CBS, who traces the
growth of tv since 1946; Jim Bormann,
WCCO Minneapolis-St. Paul, writing on the
durability of radio [Playback, Oct. 14], and
Per Holting, U. of Minnesota, who explores
areas where friction has developed for the
tv news editor [Broadcasting, July 15].
Broadcasting
Reaching the TOP in New England!
Radio Boston
WCOP
mm
AW?
As
* JULY-AUGUST
PULSE
7 A.M. TO 7 P.M.
MONDAY
THROUGH
FRIDAY
NEW YORK
Keep your eye on these Plough, Inc., Stations:
Radio Baltimore Radio Chicago Radio Memphis
WCAO WJJD WMPS
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.
CHICAGO LOS ANGELES BOSTON ATLANTA SAN FRANCISCO SEATTLE
Broadcasting
November 4, 1957 • Page 15
ORANGE
i
A good market steer! The entire
Beaumont-Port Arthur-Orange
area (Texas' fourth market)
is yours when you "buy . . .
KFDM Beaumont Radio and TV
CBS
ABC
See PETERS-GRIFFIN-WOODWARD, inc
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
7735 DeSales St., N. W. Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
□ 52 weekly issues of BROADCASTING $7.00
□ 52 weekly issues and Yearbook Number 11.00
□ Enclosed □ Bill
name title / position*
company name
address
city
Please send to home address ■
OPEN MIKE
Some Spirited Repercussions
editor:
... Your "Let's Break Out the Bottle"
[Editorial, Oct. 28] somewhat strained my
credulity, for I never have believed that
you would come out beating the drums for
hard liquor advertising on radio or televi-
sion. . . .
I disagree with you in your statement
that the moral problems involved in such
advertising are no more complex than in
many other kinds of advertising now using
radio and television. The very fact that
liquor has been recognized — for many years
and by many legislative acts — as a product
of human consumption which carries poten-
tial peril to the physical and sociological
welfare of the users, and that it is subject to
state and federal regulation common to no
other product, should be sufficient to set it
aside in a class by itself.
I sincerely trust that this editorial will
not lead any appreciable number of stations
to venture forth into an advertising field
that could tremendously add to the many
problems that now confront us in our public
relations.
Generally, I cheer your editorials, but we
are on different sides of the fence on this
one.
Campbell Arnoux
President
WTAR-AM-FM-TV Norfolk, Va.
editor:
At a time when broadcasting is severely
criticized for excessive and obnoxious com-
mercials and programming that leaves much
to be desired, you have the prophetic gall
to editorially exhort the industry to haul up
hard liquor advertising.
For an industry that deserves good public
relations, especially with the threat of toll
tv, you certainly pulled the cork on a rec-
ommendation that would earn you the un-
dying curse of the very broadcasters whose
interest you purportedly represent. . . .
John Groller
Secretary of Broadcasting
Board of National Missions of the
Presbyterian Churches in the
U. S. A.
New York City
editor:
. . . We extend our most sincere thanks
for your public recognition that the distilling
industry in its advertising uses "extreme
moderation" and that "there is no reason to
believe that this moderation would not ex-
tend to radio and tv" advertising.
Next we would point out that the refusal
of broadcasters to accept liquor advertising
came about, I feel certain, after the liquor
industry decided not to use the broadcast
media. This action occurred in the latter part
of 1935. . . . When television came into be-
ing, this ban was extended to that medium
on May 11, 1948.
These and other voluntary restrictions
were adopted by Institute members "in the
interest of good public opinion." Other vol-
untary restraints include a ban on advertising
in Sunday publications and in religious pub-
Page 16 • November 4, 1957
Broadcasting
OPEN MIKE CONTINUED
lications, a ban on using women in adver-
tising and a ban on employing agents to se-
cure product "plugs," on radio, tv, in mov-
ing pictures or on the legitimate stage.
We know . . . that the Senate Interstate
& Foreign Commerce Committee will hold
hearings in 1958 on a bill to prohibit liquor
advertising in newspapers, magazines and on
radio and tv. We know passage of such a
bill would completely disrupt the operations
of our industry. We are far less confident
than you that such legislation could not be-
come law.
Howard T. Jones
Executive Secretary
Distilled Spirits Institute
Washington, D. C.
editor:
. . . From my personal conversations, I
feel that the lead in this projected effort will
certainly not come from the "big" broad-
casters. This leaves it up to the smaller mar-
ket operators, and therein lies the most
heavy anti-wet sentiment.
Further thought might be given the atti-
tude of the liquor interests after so many
years of a closed door tradition on the part
of broadcasters. They have sold a lot of
whiskey without our help thus far.
Joel W. Rosenblum
President
WISR Bulter, Pa.-WTIG Massillon,
Ohio
editor:
. . . No question that it will take a long
time for a lot of people to accept this prem-
ise, but at least somebody had the guts to
stand up and be counted.
Marty Nierman
Vice President-Natl. Sales Manager
Television Div.
Edward Petry & Co.
New York City
Going for 50 kw, Too
editor:
For the sake of the record, since you con-
sider the WAPI 50 kw application rare
[Closed Circuit, Oct. 21], WMAZ made
similar application some weeks ago. We
plan 50 kw daytime operation, non-direc-
tional, with return to present 10 kw direc-
tional at night . . . subject to approval by
the FCC.
Wilton E. Cobb
General Manager
WMAZ Macon, Ga.
A Thief With a Sense of Values
editor:
We have a lot of books and things around
but the only one that we have to watch like
a hawk is the Broadcasting Yearbook.
Ours finally disappeared.
Jack Burnett
General Manager
KULA Honolulu
Broadcasting
November 4, 1957 • Page 17
FXTBIiIG 9TOTICE
Signs are unmistakable. Milwaukee audiences and advertisers alike love wxix.
Typical object of affection is wxix weathergirl Judy Marks, whose regularly
scheduled five-minute forecast— Judy and the Weather— is a rain-or-shine must
for Milwaukee families. A must for sponsors, too! Writes Donald E. Semling,
president of the R-O-W window manufacturing company: "This wxix renewal
speaks for itself. Judy has given us sustained sales help we have long sought
in the Milwaukee market. Dealer response has been so enthusiastic that we feel
wxix and Judy must be part of our operation from now on.''''
Become a wxix booster yourself. You'll find Milwaukee's high regard for wxix
(and vice versa) creates the perfect climate for profitable selling.
Channel 19, Milwaukee • CBS Owned • Represented by CBS Television Spot Sales
If You Sell to Adults
You Belong on KBIG
IF THE ABLE-TO-BUY, Mature
Southern Californian is your mar-
keting objective . . . you belong on
KBIG Radio.
THIS "station with the musical
memory" deliberately sacrifices the
transient youth appeal of today's
top tunes ... 20, 30, 40, 50 . . . for
the perpetual popularity of yester-
day's top ten-thousand.
FROM THE MELODIC WEALTH
of the last fifty years, KBIG's mu-
sic department carefully programs
for its disc jockies a wide variety
of popular music, colorfully varied
in time and tempo, vocal and instru-
mental, standard and novel. Rich,
modern arrangements of time-
tested favorites nourish a warm,
continuing bond between the Cat-
alina station and millions of ma-
ture, able-to-buy Southern Califor-
nians.
PROOF? A new Pulse qualitative
survey which shows the KBIG audi-
ence 91% adults, only 9% teens and
children. Your KBIG or Weed rep-
resentative will gladly bring the
complete breakdown.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-3205
Nat. Rep. WEED and Company
OUR RESPECTS
to Oliver Archibald Unger
Oliver A. Unger, president of National Telefilm Assoc., New York, is known
to his colleagues as "the negotiator," a testimonial to his ability to pry loose fea-
ture film products from such recalcitrant sources as David O. Selznick, the J. Arthur
Rank Organization, Alexander Korda Productions and 20th Century-Fox Corp.
Behind a facade of plump joviality, Mr. Unger conceals a tenacity of purpose.
When he joined NTA in January 1954 as executive vice president, he was delegated
the responsibility for feature film and tv film series procurement. The emergence of
NTA to a position considered to rank among the top distributors in the business
and its diversification to encompass several facets of the entertainment field are a
tribute, in part, to Mr. Unger's persuasive talent as a negotiator. But he would be
the last person to discount the substantial contributions made to NTA's phenomenal
growth by Ely A. Landau, board chairman; Harold Goldman, the executive vice
president, and Edythe Rein, senior vice president.
Mr. Unger's acumen comes partly from about 20 years in the motion picture
and tv film business. Oliver Archibald Unger was born in Chicago Aug. 28, 1914.
and spent his early childhood in Europe where his father was a banker.
After graduating from Syracuse U. with a BA degree in 1935, Mr. Unger entered
the motion picture business as an office boy with Hoffberg Productions Inc., New
York, importers and exporters of films. Except for about two years during World
War II when he was an executive with Celloplastic Co., Pittsburgh, Mr. Unger always
has been associated with the -film field.
He remained with Hoffberg Productions until 1941, leaving as a vice president
and part owner to accept the post of eastern division manager at Monogram Pictures.
Before re-activating his post-war career in 1945, Mr. Unger completed a project still
close to his heart: in association with Mrs. Eleanor Roosevelt and Elliot Roosevelt,
he completed a full-length documentary motion picture. The Roosevelt Story, based
on the life of the late Franklin D. Roosevelt. He recalls the film had a "successful"
theatrical run but is even more proud that the Brussels International Film Festival
in 1947 adjudged the picture as the one "most likely to contribute to world peace."
Late in 1945 Mr. Unger organized Distinguished Films Inc., New York, a foreign
film distribution organization, and in 1949 formed Snader Telescription Sales Inc.,
New York, which produced and distributed more than 800 telescriptions which were
sold to tv stations. In 1951, Mr. Unger became a partner in Television Exploitations,
New York, which released to tv the Chemical Bank group of feature films. In 1953,
with Mr. Goldman, he established Comet Television Films Inc., New York, feature
film distributors, which combined with NTA the following year.
Mr. Unger's first noteworthy coup in product acquisition was to convince J. Arthur
Rank that television exposure in the U.S. of some of his outstanding feature films
would lend prestige to British films and offset poor impressions from earlier inferior
imports. Mr. Rank was impressed with this reasoning and made 26 of his films avail-
able to tv through NTA. Similarly, Mr. Unger prevailed upon Sir Alexander Korda
to release ten of his company's outstanding films to tv.
His prowess as a negotiator was underscored dramatically in 1956 when he per-
suaded Spyros P. Skouras, president of the 20th Century-Fox Corp., to release
the Fox library to tv through NTA. On occasions, Mr. Landau backstopped Mr.
Unger — and Mr. Skouras came to refer to the pair admiringly as "those two fat boys."
The final transaction stands today as the most extensive on record in the tv-motion
picture field, requiring NTA to pay Fox $30 million for about 450 feature films,
deliverable over a five-year period. Fox acquired 50% of NTA Film Network.
Mr. Unger is confident NTA will continue to flourish in the years ahead as it has
over the past 3Vi years. The company's gross sales for the fiscal year ending
last July (still unreleased) are expected to reach about $17 million, as compared with
the $2 million in the first year of operation. He cited these examples of NTA's diver-
sification program: the NTA Film Network, co-production agreements with Fox and
Desilu Productions, station ownership (KHGM-TV Minneapolis, WATV [TV] and
WAAT-AM-FM Newark, N.J.), NTA Pictures Inc. (theatrical distribution) and
Kennis Films (shipping and inspecting films).
For the future, according to Mr. Unger, NTA is eyeing ownership of the full
complement of radio and tv stations permitted by FCC and is exploring the possibility
of pay tv. He believes toll tv can exist "side by side" with free television and reports
that NTA will become "an active participant" in pay tv, should that system jell.
Mr. Unger is married to the former Virginia Speed of New York. They have
six children — Anthony, 17; Carol, 15; Stephen, 11; Meryl, 6; Olivia, 3, and Victoria,
three months. He is a member of the Radio & Television Executives Society of New
York. His favorite pastimes are golf and travel.
Page 20 • November 4, 1957
Broadcasting
f
TIME BUYER
Max Manfrum Mars Says
BIG NEWS IN
WKMH
Inside space info has it that Red dials are NOT
tuned in to the beep broadcasts from Sputnik
alone. They're tuned to WKMH, too! And it's
no wonder. WKMH features the brand of
programming that everybody loves, especially
Detroiters. So if you want to sell Detroit (with out-
lying parts of the Soviet Union thrown in for free)
buy WKMH. You get top share of audience and
lowest cost per thousand*. Tune-in is tremendous
— at home, in automobiles, in flying saucers!
Take it from me, there's nothing like it under the
sun— ANY sun! (Or any MOON, for that matter!)"
* According to PULSE — greatest share of audience, 7 2 to 12..,
lowest cost per thousand, at ALL hours!
Save up to 15%
Br USING 2 OR MORE KNORR STATIONS
Buy 4 or 5 Stations . . . SAVE 1 5%
Buy Any 3 Stations . . . SAVE 1 0%
Buy Any 2 Stations . . . SAVE 5%
WKMH
Dearborn-Detroit
John Carro//, Managing Director
WKMF
Flint, Mich.
WKHM
Jackson, Mich,
Jackson B'cast.
& Telev. Corp.
WSAM
Saginaw, Mich.
WELL
Battle Creek, Mich.
Southern Mich.
Broadcasters
BROADCASTING CORP.
FRED A. KNORR, Pres.
Represented by Headley-Reed
Broadcasting
November 4, 1957 • Page 21
There's more to Florida!
With winter approaching, the state's warmth and sunshine
hold great attraction for businessmen. Even more attractive
are the hot sales prospects offered by northern Florida — the
area centering on Jacksonville and spreading far beyond.
There's Georgia, for instance
. . .an integral part of a Jacksonville distribution area that
serves much of the Southeast. In all, 34 Georgia counties fall
into WMBR-TV's 67 -county NCS coverage area . . . accounting,
for example, for 17.3% of the state's total sales of lumber,
building materials, hardware and farm equipment. This in
addition to a healthy 21.9% of Florida's total sales of these
commodities. Together, 20.2% of all Georgia and Florida
sales of these heavy goods are "reached''' by WMBR-TV.
and WMBR-TV, Jacksonville
provides strong sales support throughout this dynamic area.
The heavy favorite with 311,500 television families* in 67
counties, WMBR-TV owes its overwhelming lead to top-notch
CBS Television programming backed by outstanding shows
of dominant local interest. In every audience study since
its inception in 1949, WMBR-TV has led its competition in
every quarter-hour of the week, 8 am to midnight!
WMBR-TV- Channel 4, Jacksonville
Operated by The Washington Post Broadcast Division
Represented by CBS Television Spot Sales
una-vail'a-biri-ties
Very important . . .
Unavailabilities are something
a station has to sell that isn't
for sale.
Sometimes they're pointless bragging.
You know the kind . . .
"Continually sold out since 1948.
Sorry ... ho ... ho ... ho .. ."
Who cares?
You.
Unavailabilities tell you about a
station's programming, your
potential rating, the calibre of the
station itself — like KTTV's News
and News Feature programming.
Award-winning superb local remote
coverage, fast-breaking film to
supplement the national and
international news . . . with the news
features to round out the news
in depth.
Personalities . . .
Putnam . . . Coates . . . Joy . . .
Welsh. Four shows you can't buy.
It's top-quality programming like
this that gives your sales message a
running start . . . that builds the
audience, the atmosphere and first
class availabilities.
Oh yes, your KTTV sales rep
has availabilities, too.
Los Angeles Times-MGM
Television f 1
Represented nationally by B LAIR-TV
IN PUBLIC INTEREST
CRIME DOESN'T PAY • WCHS-TV
Charleston, W. Va., used the testimonial of
a convicted murderer in a program de-
signed to steer youngsters from delinquency.
Elmer David Bruner, 39-year-old murderer
sentenced to die in the electric chair Nov.
26, described his life of crime from the
time he was 12 (including 25 years in
prison). For further dramatization WCHS-
TV ran filmed prison scenes as background
to the narrative (Bruner himself was not
shown). The program was produced by
Bob Boaz, director of news and special
events for WCHS-AM-TV.
SPARKS BENEFIT DANCE • WKXL
Concord, N. H., organized a fund-raising
drive to help pay medical expenses for a
local high school student paralyzed in a
diving accident. More than $1,500 was col-
lected at a dance given for contributors.
WKXL publicized the dance beforehand
and gave it four hours of live coverage.
TROUPE FOR TROOPS • Thanks to
WEMP Milwaukee personality Bob (Cof-
feehead) Larsen and the Air Force, several
hundred Wisconsin men in basic training
at Lackland Air Force Base, Tex., were
given an evening of entertainment from
back home. A troupe of Milwaukee and
Chicago entertainers, including the Crew-
cuts, was flown in by the Air Force in
"Operation Wisconsin." Mr. Larsen emceed
the show and taped interviews with the men
for his WEMP program.
DOWN THE MISSISSIPPI • Included in a
WBBM Chicago newscast was an item about
a local girl who had won a scholarship
to Xavier College in New Orleans, but
lacked the $600 needed to get her through
her freshman year. Immediately after the
broadcast, an anonymous donor called the
station and said he wanted to give $300
toward the money needed by the girl, who
is a state welfare dependent. When this de-
velopment was aired in a later newscast,
other people began calling to give their
pledges and as a result, the $600 was raised.
KYW HITS ROAD • KYW Cleveland has
organized^ an eight-act amateur entertain-
ment unit which it places at the disposal
of public service groups, both to entertain
and to provide help in fund-raising cam-
paigns. This "road show" includes three
dance teams, a pantomimist, several vocal-
ists and a quintet. KYW notes the program
also provides training and experience for
local amateur talent.
OVER THE TOP • A ten-hour-long
Parade of Stars charity drive was carried on
KNXT (TV) Los Angeles for multiple
sclerosis and a total of $117,000 in pledges
and contributions reportedly was the re-
sult. The show, which had set a goal of
$100,000, was the climax of a month-long
drive in that area for ms. Bob Crosby, net-
work television star, emceed the program,
and among the talent featured on it were
Danny Thomas, Eddie Cantor, Gale Storm,
Lawrence Welk and his orchestra, Dennis
Day and Ann Blyth.
Broadcasting Publications Inc.
Sol TaishofJ Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
BROADCASTING*
TELECASTING
THE BUSINESSWEEK!. Y OF TELEVISION AND RADIO
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood),
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Wm. R. Curtis, Jacqueline Eagle,
Myron Scholnick, Ann Tasseff, Jim Thomas
EDITORIAL ASSISTANTS: Rita Cournoyer, Frances
Pelzman, Benjamin Seff
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
SALES MANAGER: Winfield R. Levi (New York)
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
CLASSIFIED ADVERTISING: Doris Kelly
ADVERTISING ASSISTANTS: Stan Hall, Ada Michael,
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Harageones, Charles Harpold, Marilyn Peizer
BUREAUS
NEW YORK
444 Madison Ave., Zone 22, PLaza 5-8355
Editorial
SENIOR EDITOR: Rufus Crater
BUREAU NEWS MANAGER: Lawrence Christopher
AGENCY EDITOR: Florence Small
ASST. NEW YORK EDITOR: David W. Berlyn
NEW YORK FEATURES EDITOR: Rocco Famighetti
STAFF WRITERS: Ruth L. Kagen, Frank P. Model,
Diane Schwartz
Business
SALES MANAGER: Winfield R. Levi
SALES SERVICE MANAGER: Eleanor R. Manning
EASTERN SALES MANAGER: Kenneth Cowan
ADVERTISING ASSISTANT: Donna Trolinger
CHICAGO
360 N. Michigan Ave., Zone 1, CEntral 6-4115
MIDWEST NEWS EDITOR: John Osbon
MIDWEST SALES MANAGER: Warren W. Middleton,
Barbara Kolar
HOLLYWOOD
6253 Hollywood Blvd., Zone 28, Hollywood 3-3148
SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: Bill Merritt, Virginia
Strieker
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
SUBSCRIPTION PRICES: Annual subscription for 52
weekly issues $7.00. Annual subscription including Year-
book Number $11.00. Add $1.00 per year for Canadian
and foreign postage. Subscriber's occupation required.
Regular issues 35^ per copy; Yearbook Number $4.00
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SUBSCRIPTION ORDERS AND ADDRESS CHANGES: Send
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BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*—The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Page 24 • November 4, 1957
Broadcasting
of the high-power "VHF's
Known for their "powerhouse" reliability in the nation's 25- and 50-kw
VHF TV transmitters, RCA-6166's have been running up outstanding
life performance records ever since the advent of higher power.
What's back of RCA power-tube reliability?
It is tube-design experience . . . almost a quarter century of it in building
tubes for virtually every transmitter application and power requirement.
And it is tube engineering "know-why". . . acquired by working hand in
hand with station engineers and transmitter designers.
Your RCA Industrial Tube Distributor is ready to meet your tube require-
ments around the clock. Call him for the RCA types you need.
HOW TO GET THE MOST
FROM AN RCA-6166
• Hold filament voltage at 5 volts
. . . right at tube terminals.
• Keep air cooling system clean
... to prevent tube and circuit
damage from overheating.
• If power amplifier uses spring-
finger socket contacts, make
sure each finger is clean . . < and
has ample tension for good
contact (to prevent arcing).
• Handle tube carefully to avoid
damage through mechanical
shock.
• Operate tube within RCA rat-
ings; follow instructions
packed with each tube.
• Operate spare tubes perio-
dically.
RADIO CORPORATION OF AMERICA
Harrison, N. J.
• Test each RCA-6166 in actual
operation as soon as you re-
ceive it.
You're the "center
of sales attraction"
in Arkansas, with
4
Channel 11
LITTLE ROCK
CBS affiliation helps KTHV get — and hold —
most of the Arkansas television audience, most
of the time. But network affiliation is only one of
eight reasons why KTHV is your best TV buy in
this State!
The other seven:
1 . Over 253,000 TV Homes
2. 316,000 Watts
3. Highest Antenna in Central South
(1756' above average terrain)
4. Channel 11
5. Center-of-State Location
6. Superb New Studios
7. Know-How Management
Ask your Branham man for all the details on these
eight important KTHV facts.
316,000 Watts Channel
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
11
Page 26 • November 4, 1957
Broadcasting
BROADCASTING
THE BUSINESSWEEK!. Y OF TELEVISION AND RADIO
Vol. 53, No. 19
NOVEMBER 4, 1957
FREY FOLLOWS SMOKE, FINDS FIRE
The sore spots: agency-client working relationships, compensation
The report that advertisers and agencies
have been waiting a year for — the "Frey
Report" on agency services and compensa-
tion methods, expected to guide the way
to smoother, more productive advertising
teamwork — was unveiled in preview form
last week.
In short, it found two areas "particularly
demanding attention": client-agency work-
ing relationships and agency
compensation. It called upon
"all segments of the industry
to recognize that the problems
do exist and to face up to
them objectively [and with] a
determination to use the
abundance of available crea-
tive talent and ingenuity in
the industry in solving them."
But it warned that, where
the problems exist, they must
be solved on "an individual
client-agency basis." And it
warned again that they
"should be attacked now," for
"tomorrow may be too late."
The preview report spelled out areas for
improvement at all levels — top manage-
ment of advertisers, managers of advertis-
ing departments, and advertising agencies
— and also ventured that "if advertising's
effectiveness could be measured to a greater
extent than is now possible, problems of
working relations and compensation would
shrink considerably in size."
It suggested that agencies "should take
the initiative in searching for better com-
pensation methods," and observed, paren-
thetically, that "too many agencies under-
estimate their ability to command the prices
their services merit under any method of
compensation and also underestimate the
willingness of advertisers to pay adequately
for a high quality of service."
A record roomful of more than 600 of
the country's top advertiser, agency and
media officials saw and heard the prelimi-
nary report by Dartmouth Profs. Albert W.
Frey and Kenneth R. Davis at the wind-up
session of the 48th annual meeting of the
Assn. of National Advertisers last Wednes-
day in Atlantic City (see pages 28-29). The
official registration — approximately 350
ANA members, 125 agency and 125 media
guests — was an ANA high mark for the
yearly conclave.
Initial reaction was largely noncommittal,
partly because the findings were so new and
partly because it was, literally, only a pre-
view of a much vaster body of statistics,
PROF. FREY
HE FOUND SOME FLAWS
facts, observations and recommendations
promised for the final report, slated for
completion and publication later this winter
(target date: December).
ANA President Paul B. West, pointing
out that neither he nor the ANA staff had
been shown the report prior to its public
presentation, told newsmen it was "too soon
to say" whether ANA was "happy or un-
happy" with it, and officials
of the American Assn. of Ad-
vertising Agencies said they
agreed with Mr. West that
"comment now would be pre-
mature."
Mr. West did tell the ANA
meeting that he felt the re-
port would "mark the end of
controversy" and the begin-
ning of the removal of
stumbling-blocks in the path
of more productive advertis-
ing. He said it showed the
need for better advertising
management and better ad-
vertiser-agency relations and
revealed "almost glaring weaknesses" on
both sides. But he felt that "we will in due
course solve most if not all of the contro-
versial problems." He said ANA would
analyze the report, hold workshop sessions
for discussion, and do whatever else it could
to help members and others to get maximum
value from the study.
John B. McLaughlin, of Purex Co., chair-
man of the special ANA committee which
inaugurated the study, told the session that
the report should prove to be "one of the
most significant documents" in advertising
history. And regardless of their individual
reactions the audience afterward gave Profs.
Frey and Davis a standing vote of thanks
for the work they've done since ANA com-
missioned them a year ago.
Highlights of the preview report, based on
advertiser, agency and media surveys so
detailed that some questionnaires took three
hours to fill in and so probing that some
companies and agencies spent weeks in com-
piling the requested information:
• Fifty to sixty percent of ad managers,
advertiser top management and media — and
47% of agencies — felt the present media
commission method of compensating agen-
cies is "satisfactory." Another 24 to 42%
felt it's an "unsatisfactory but most prac-
tical method," but from 10 to 17% in each
group labeled it "neither satisfactory nor
practical."
• Assuming a choice of compensation
methods, the heaviest vote in each group
was to retain the present 15% commission,
but a substantial number — 29% of ad man-
agers, 10% of agencies and 36% of media
— would prefer an alternative in which
media commissions would be eliminated,
agencies would be paid agreed-upon fees,
and advertisers would be free to buy
time and space at net rates. There was
little response for another alternative in
which agencies would be paid by media for
services to media and by advertisers for serv-
ices to advertisers.
• A majority of agencies thought they
should get at least 15% commission on
packaged or network-produced shows, and
a majority of advertisers thought they
shouldn't. A majority of advertisers agreed
the agencies should get 15% on agency-
produced shows — and a substantial number
(31%) thought they should get more than
15%. Most agencies felt they were due more
than 15% when they produced the shows
themselves.
• A total of 46% of advertisers using ra-
dio or tv package shows said their agencies
get their entire compensation for these pro-
grams out of media commissions. Almost
THESE ALSO MADE NEWS AT ANA
While Prof. Albert Frey and his long-awaited report on the agency-advertiser-media
relationship stole much of the fanfare at last week's meeting of the Assn. of National
Advertisers, they by no means made all the headlines. Among others who did:
Lestoil's Eskenasy Leads Advertiser Success Chorus Page 32
C&W's Cunningham Sees Tv Being 'Blunted, Dulled' Page 32
M-E's Lindquist Cites Radio-Tv Maturity Page 36
Broadcasting
November 4, 1957 • Page 27
ADVERTISERS & AGENCIES continued
32% of those using agency-produced radio
or tv shows said their agencies are also
compensated for this service entirely out of
media commissions.
• Almost a third of the ad managers gave
their agencies a rating of "excellent" on
overall service and 53% rated them "good."
At the other end of the scale, 14% said their
agencies' service was "fair" and 1.5% called
it "poor."
• When ad managers rated their agen-
cies' service as less than "excellent," the
principal reasons were poor service (slow,
unreliable, etc.), weakness in personnel, lack
of technical skill in producing ads, lack of
creativity, and inadequate knowledge of the
client company, its industry, products and
markets.
• More than three-fourths of the ad man-
agers thought the liaison they were getting
from their agencies' account executives was
"adequate," but when the question was
turned around, more agencies voted "inade-
quate" than "adequate" on the liaison they
themselves were getting from the client's
ad manager. The report saw this latter find-
ing as evidence of "a decidedly unsatisfactory
condition." But almost 85% of the agencies
thought their contact with client top manage-
ment— not necessarily including the client
ad manager — was "adequate."
• When the account executive was not
considered a member of the agency's top
management, ad managers were less apt to
think he was providing adequate liaison.
Only 61.8% of the ad managers voted "ade-
quate" for these lower-rung executives.
• Among agencies reporting adequate
contact with top management of their cli-
ents, 85.5% said this contact was beneficial
to a "considerable" degree and 7.2%
called it beneficial to "some" extent. Among
agencies reporting inadequate management
contact, 74.3% said this inadequacy was
detrimental to a "considerable" extent and
25.7% said it was detrimental to "some"
extent.
• The report didn't say so, but the figures
indicated the larger advertisers, presumably
because they spend more, also demand more
and — at least, sometimes — get more from
their agencies. The views of larger adver-
tisers as compared with all advertisers were
provided in separate breakdowns, in many
of the report's tables, for advertisers spend-
ing more than $1 million a year.
Prof. Frey made clear that he was giving
a preview not only of statistical findings but
also of his and Prof. Davis' views on what
the findings mean. "We haven't had time to
draw out of the data all the conclusions and
recommendations th#t will be presented
when this job is done," he said. "But we
THE FAULTS FREY FOUND
Probably the best-attended session in the 48-year history of
annual meetings of the Assn. of National Advertisers was the one
last Wednesday in Atlantic City when Prof. Albert W. Frey and
Prof. Kenneth R. Davis of Dartmouth College presented a
|| "preview" report on their year-long, ANA-commissioned study of
|| advertising agency services and methods of compensation. An
estimated 600-plus advertiser, agency and media executives were
|§ on hand.
Messrs. Frey and Davis made plain that they were giving no
|| more than a glimpse of either the data they have amassed or their
H own conclusions and recommendations. The full details are now
in process of compilation into a final report which they hope to
II have ready for publication by ANA before the end of the year.
Key tables from the preliminary report are reproduced on
II pages 30-31. Here, in text, are the principal conclusions drawn
|| by Messrs. Frey and Davis in their preview:
In a study of this tremendous size, having only recently re-
ceived the last questionnaire returns to be included, we haven't
had time to draw out of the data all the conclusions and recom-
mendations that will be presented when this job is done. But we
have dug into the information deeply enough to see the general
H tenor of the conclusions and recommendations.
May I point out also here that while most of the tables shown
today deal with opinions and we shall have many more tables
dealing with opinions, there is also a wealth of facts to present
to you later. I refer to such information as the extent to which
agencies regularly ask their clients to review the performance of
people working on their accounts, the extent to which various
agency services are rendered to clients, the methods employed by
advertisers to improve the quality of agency services, and so on.
Now, to turn to the implications of the survey information,
we found two things — working relationships and compensation —
II particularly demanding attention.
In too many client-agency situations, working relationships are
faulty. Expensive frictions and misunderstandings interfere with
a smoothly operating partnership, and prevent the advertising
dollar from producing the optimum return. No partnership is
perfect, of course, but any successful partnership must be marked
by a high degree of cooperation, understanding and confidence.
As for compensation, the degree of dissatisfaction in the in-
dustry has been indicated in the tables you have seen. Recall
that of the advertising managers with budgets over $1,000,000:
17% said that the media commission was neither satisfactory
i
Page 28 • November 4, 1957
nor practical; 36% would prefer the second alternative — no
media commission; 22% think there will be a significant change
away from the media commission method; 38% think there will
be some change away from the media commission method,
although they feel it will be the dominant method.
Where faulty client-agency relationships do exist, they reflect
weaknesses on one or the other side, or on both sides, of the
partnership, or what should be a partnership. Let's look at clients
first. The survey indicates that client top management frequently
doesn't fully believe in advertising, doesn't understand the true
nature of advertising management or of the function of the
advertising agency, doesn't select advertising personnel qualified
to meet the requirements of the job, doesn't give the personnel
the authority and responsibility they should have, fails to give
the agency the information it needs to render a fully effective
advertising performance, and second-guesses its own advertising
department and the agency.
Advertising managers are obviously handicapped by top man-
agement that commits the foregoing sins. But even when they
have a free hand, they sometimes afford poor liaison between
the agency and the company, over-emphasize the importance
of advertising to the point of diluting the strength of the com-
pany's total ♦marketing mix, press the agency for service not
really needed, and fail to evaluate agency services in any sys-
tematic manner.
These facts are supported by the answers to a number of
questions we addressed to agencies and advertising managers.
For one example, when we asked agencies what clients do to
prevent them from getting maximum value from their agencies,
21% mentioned poor planning, 23% lack of confidence, 25%
insufficient information, and 19% second-guessing.
AGENCY SHORTCOMINGS
Agencies not infrequently contribute to faulty working rela-
tionships in some situations by failing to probe deeply enough
into the client's industry and business as a whole and its market-
ing operations in particular, by disregarding the demands of the
marketing mix, by being reluctant or unwilling to explain the
"why" of their recommendations, or, just the contrary, by giving
in too easily to client's criticism and modifying recommendations
simply to please the client.
In instances where a compensation problem exists, a solution
is too frequently impeded, in our opinion, by such fallacious
(even if sincere) thinking as:
1. A value cannot be placed on creative effort and therefore
Broadcasting
have dug into the information deeply
enough to see the general tenor of the
conclusions and recommendations."
He said that often the top management
of clients doesn't fully believe in advertising
and, among other sins, doesn't hire quali-
fied advertising personnel or give them the
authority they need, gives the agency inade-
quate information and then second-guesses
both its own advertising department and the
agency.
Ad managers, he said, not only are handi-
capped by these shortcomings of their own
management but sometimes have faults of
their own, including poor liaison between
agency and management, demanding agency
services not really needed, failing to eval-
uate agency services systematically, and,
again, second-guessing.
Among the faults of agencies he listed:
failure to learn enough about the client's
market and business, reluctance to explain
recommendations or, on the other hand,
yielding too easily to client criticism.
Prof. Frey also undertook to prick some
popular balloons. He branded as "falla-
cious"— even if sincere — contentions that
the media commission system is the only
practical one because a value cannot be
placed on creative effort; that elimination
of the 15% media commission would dis-
courage creativity on the part of agencies
and reduce their incentive to give their best
efforts; that a fee basis of compensation
would involve continuous bickering between
agency and client, or that cost accounting
adequate to show an agency's profit and
loss by accounts is too expensive.
His preview offered only one recom-
mendation for media — that they review the
whole question of compensation objectively
— but he told newsmen the final report defi-
nitely would contain others, both on this
and other subjects.
He made clear again, however, that the
final report will not recommend any par-
ticular formula for agency compensation —
a matter for case-to-case determination by
advertisers and their agencies individually —
but will, for example, make recommenda-
tions as to how agencies can improve their
services.
Prof. Frey also denied that the report
will or should be "the definite study" of ad-
vertising. He said: "The changes in mar-
keting that have made this study imperative
are going to continue and make a similar
study imperative 10 or 15 years from now."
Of mutual agency-client-media criticism
turned up in the study, Prof Frey said:
"In talking to us and writing to us, adver-
tisers were critical of agencies and vice
versa. Advertisers and agencies were criti-
the 15% media commission method is the only practical one.
2. If the 15% media commission were eliminated:
a. Creativity on the part of agency personnel would be dis-
couraged.
b. The incentive of agency personnel to put forth their best
efforts would be reduced.
c. Advertisers would be unwilling to compensate agencies
adequately for their services; advertisers would buy the lowest-
priced service, disregarding quality.
d. Most dire prediction of all — agencies themselves would
be eliminated.
e. The services now performed by agencies for media would
no longer either be performed or performed as well.
3. A compensation method that is best for agencies is best
for advertisers.
4. The installation and maintenance of a cost accounting
system adequate to show profit and loss by accounts is too
expensive to be practical.
5. A fee basis of compensation inherently involves continuous
bickering and haggling between agency and client. The everyday
client-agency relationships would be considerably altered.
What needs to be done in the light of such conditions as
these? Most needed, in our opinion, is a willingness on the
part of all segments of the industry to recognize that the prob-
lems do exist and to face up to them objectively, plus a determi-
nation to use the abundance of available creative talent and
ingenuity in the industry in solving them. Where the problems
exist, they must be solved on an individual client-agency basis.
The buck can't be passed to others in the industry, to the in-
dustry as a whole, or to outsiders. And the problems should be
attacked now. Tomorrow may be too late. There is not time
for complacency.
Client top management must make up its mind whether it
really believes in advertising or not, recognize the nature and
demands of the advertising job and select an individual quali-
fied by experience and training to fill it, give this man authority
and responsibility, require that the agency account executive
be a member in full standing of the company's marketing team,
insist on a carefully integrated marketing program with adver-
tising properly proportioned to the other components of the
mix, require that marketing and advertising needs be carefully
ascertained and the requisite services to fill them be purchased
from the best qualified source, insist on a form and amount of
compensation fair to both seller and the company, and support
reasonable efforts to improve methods of measuring the effective-
ness of advertising. Parenthetically, if advertising's effectiveness
could be measured to a greater extent than is now possible,
problems of working relations and compensation would shrink
considerably in size.
The role of the advertising manager is perhaps adequately
Broadcasting
implied in the foregoing comments. In general, he should see that
advertising objectives are clearly denned, use them constantly as
a basic measure of the worth of agency recommendations, in-
sist that recommendations be accompanied by "reasons why"
and any alternatives considered, maintain contact (along with
others in the company marketing department) with all members
of the agency team, restrict his demands on them solely lo
services really needed by the company and best provided by
the agency, and continuously endeavor to find the best method |l
of agency compensation — one that is mutually satisfactory.
Agencies could make a great contribution to advertising gen-
erally by refusing to service accounts whose policies stand in
the way of a fully effective performance by the agencies, and
by individually or jointly "selling" advertising and the agency
function to businessmen. On the day-to-day operating level, our
survey reveals need for better ways of measuring and improving
the quality of their services. Agencies should have profit and
loss statements by account. Forty per cent do not have cost
accounting in this respect today. Agencies should take initia-
tive in searching for better compensation methods, remembering
that for the client who is dissatisfied with media commissions as
the basic method of compensation, such arguments as "It
works," "It's simple," and "It evolved naturally" have little or
no weight. The vaunted current flexibility of compensation
arrangements in general means little to the advertiser (or agency
for that matter) who finds the flexibility too limited to meet his
specific requirements.
SELLING THEMSELVES SHORT
Parenthetically, again, we think that too many agencies under-
estimate their ability to command the prices their services merit
under any method of compensation and also underestimate the
willingness of advertisers to pay adequately for a high quality
of service. ||
As for media, our only recommendation at this time is that
they, too, study this whole subject of compensation objectively,
reviewing their policies and practices with due regard for the
interests of both advertisers and agencies and with the ultimate
objective in mind of making all advertising more productive.
We believe that advertising is a most important activity in our
economic system. We believe it has made, and is making, a great
contribution to our economic welfare. We believe that advertisers,
advertising agencies and media deserve great credit for this
contribution of advertising. But equally we believe that com-
placency with the status quo is highly undesirable. Advertising
faces even bigger challenges ahead. Current approaches, policies
and practices may not be adequate to meet these challenges. That
is why we think this taking count of stock is worth-while. We
play only a relatively minor role in making it worthwhile,
however. The major role must be played by you.
November 4, 1957 • Page 29
ADVERTISERS & AGENCIES
WHAT AGENCIES, ADVERTISERS, MEDIA
THINK OF CONTACTS AND COMPENSATION
A new insight into advertisers' and
agencies' opinions of each other —
particularly regarding the services of
agencies, their compensation and the
working relationships between the two
groups — is provided in the following
tabulations. Key tables taken from last
week's preview of the so-called "Frey
Report" to the ANA (see page 27),
they are based on a year's surveying
of advertisers, agencies and media
through detailed questionnaires supple-
mented by personal interviews. The
views of media on two fundamental
questions also are shown. Reflecting
the importance attached to the opin-
ions of large advertisers, the views of
those spending more than $1 million a
year in advertising are so shown sepa-
rately in a number of the tables.
What Advertising Managers Think
Of Agency Services in General
All Advertising Managers
Advertising With Budgets Over
Managers $1 Million
Excellent
Good
Fair
Poor
31.8
52.9
13.8
1.5
TOTAL % 100.0
Effective
Sample 3,081
Did Not
Answer 77
41.5
42.8
15.5
.2
100.0
447
9
What Advertising Managers Think
Of Selected Agency Services
Radio
Tv
Program
Program
Media
Copy
Market
Publicity
Production Production
Research
Research
Research
%
%
%
%
%
%
Excellent
28.6
27.1
34.2
24.8
44.2
20.8
Good
52.6
54.7
49.6
48.6
42.7
49.5
Fair
18.1
17.9
12.8
19.6
11.2
25.5
Poor
.7
.3
3.4
7.0
1.9
4.2
TOTAL %
100.0
100.0
100.0
100.0
100.0
100.0
Effective Sample
574
590
1,052
703
206
482
Did Not Answer
69
52
271
173
45
132
What Advertising Managers Say
Are Agencies' Greatest Strengths
What Advertising Managers Say
Are Agencies' Main Weaknesses
All
Advertising Managers
Advertising
With Budgets Over
Managers
$1 Million
%
Technical Skill in producing ads.
layout, art, copy
15.1
15.2
Knowledge of Industry; company,
7.0
products, markets
13.3
Service; reliable, no production
delays
11.4
7.8
Creative Ability
9.3
14.9
Cooperation; good working
relationship
6.1
3.5
General Marketing Know-How;
good merchandising
3.7
3.3
Media Selection
2.7
1.8
Integrity; honesty, sincerity
2.0
6.5
Cost Consciousness ; economical.
keeps costs down
1.7
1.0
Personnel Strength
8.7
8.9
All Others
12.9
20.4
Did Not Answer
13.1
9.7
TOTAL %
100.0
100.0
Effective Sample
3,081
447
Managers
or
Not Creative; no new ideas 9.5
Lack of Technical Skill in pro-
ducing ads — weak in layout,
art, copy 8.8
Inadequate Knowledge of indus-
try, company, products, markets 6.8
Poor Service; slow, unreliable,
production delays 6.7
Lack General Marketing Know-
How; merchandising weak 3.5
High Costs; wasteful, not eco-
nomical 2.5
Not Cooperative; poor working
relationship 2.2
Media Selection 2.1
Lack of Integrity .3
Weak in Personnel; account ex-
executives, experience, number,
teamwork, stability 12.2
All Others 22.7
Did Not Answer 22.7
TOTAL % 100.0
Effective Sample 3.081
All Advertising Managers
Advertising With Budgets Over
$1 Million
14.9
3.9
10.4
8.4
6.9
3.0
6.5
1.7
9.7
16.7
17.2
100.0
447
cal of media and vice versa. But each of
these groups . . . made many complimen-
tary comments about the others. Also, many
individuals did a little confessing to weak-
nesses in their own organizations and oper-
ations. Overall, satisfaction outweighed dis-
satisfaction in comments we received."
His report, he continued, "is not a reflec-
tion upon anybody or any institution. It is a
means of making a strong industry still
stronger."
ANA President West echoed this objec-
tive when he later told newsmen that the
study probably is the most searching self-
examination any industry has undertaken —
that it took strength to do it and that it
should work for the good of advertising in
the long run. However, he said, the study
makes clear that "things are not as good as
they ought to be."
Prof. Davis explained that in making the
study, the one major objective he and Prof.
Frey had in mind was "to produce better
data on opinions, attitudes and practices in
the advertising field than had heretofore
been gathered." He said they put major
emphasis on questionnaires, but also "spent
considerable time in personally interviewing
the same groups of people to whom we sent
questionnaires" and, additionally, "person-
ally interviewed certain key groups, e. g.,
networks, to whom- we did not send ques-
tionnaires." The interviews, he reported,
numbered approximately 150 and took place
in key cities from Boston to Los Angeles.
In designing the survey sample, he con-
tinued, principal emphasis was placed on
( 1 ) advertising managers, a phrase used to
denote the principal advertising executive
regardless of his actual title, and (2) agen-
cies. Various types of media also were sam-
pled, along with top management of the
firms whose ad managers were being ques-
tioned.
Prof. Davis said that of 13,000 ad mana-
gers in the U. S., the sample included 3,795.
Of 1,806 agencies, the sample was 1,806.
Of 5,902 media, it was 2,107 and of 13,000
Page 30 • November 4, 1957
Broadcasting
Is There Adequate Liaison Between
Account Exec. & Ad Manager?
(Advertising Managers' Opinions)
All Advertising Managers
Advertising With Budgets Over
Managers
% -
Adequate
Liaison 78.3
Inadequate
Liaison 15.0
Did Not
Answer 6.7
Is There Adequate Liaison Between
Ad Manager & Account Exec?
(Agency Account Executives' Views)
How Much Should Agencies Be Paid
For Own Shows, Outside Packages?
(In Opinion of Tv Ad Managers)
TOTAL % 100.0
Effective
Sample 3,081
$1,000,000
%
71.8
25.3
2.9
100.0
447
Adequate Liaison
Inadequate Liaison
Did Not Answer
TOTAL %
Effective Sample
All
Agencies
%
46.3
49.8
3.9
100.0
508
Agencies
Billing Over
$10,000,000
■§§§§■
58.3
38.9
2.8
100.0
36
When Agency
Produces
Amount of Tv Shows
Compensation %
More than
15% 31.1
15% 60.8
Less than
15% 8.1
TOTAL % 100.0
Effective
Sample 520
When Agency
Buys Packaged
or Network
Tv Shows
%
6.2
35.3
58.5
100.0
546
How Much Should Agencies Be Paid
For Own Shows, Outside Packages?
(In Opinion of Tv Agency Men)
When Agency
Produces
Amount of Tv Shows
Compensation %
More than
15% 69.7
15% 29.7
Less than
15% .6
TOTAL %
Effective
Sample
100.0
189
When Agency
Buys Packaged
or Network
Tv Shows
%
12.8
80.9
6.3
100.0
258
The Media Commission System as now Practiced:
Is It Satisfactory, Practical or Neither?
Satisfactory
Unsatisfactory but most
practical method
Neither satisfactory nor
practical
Did not answer
TOTAL %
Effective Sample
(These are views of advertising managers, advertiser top management, agencies and media)
Ad Managers
All
With Budgets
Advertiser
Advertising
Over
Top
Media
Managers
$1,000,000
Management
Agencies
."% .'•
%
%
%
%
60.5
51.3
61.7
47.1
53.4
24.6
30.9
24.4
42.7
28.0
11.9
17.3
9.8
10.0
17.4
3.0
.5
4.1
.2
1.2
100.0
100.0
100.0
100.0
100.0
3,081
477
193
508
596
What Methods of Agency Compensation
Would Ad Managers, Agencies, Media Like?
How Ad Managers, Agencies, Media View
Chance for Change in Agency Compensation
Ad Managers
All Budgets
Advertising Over
Managers $1,000,000 Agencies
Orthodox System.
15% media commis-
sion paid only to
agencies; advertiser
cannot buy space or
time at less than
the gross rate.
First Alternative.
Media commission
for agency services
to media plus
agreed upon addi-
tional compensation
from advertisers for
agency services
rendered to adver-
tisers; advertisers
cannot buy space or
time at less than
gross rate.
Second Alternative.
No media commis-
sion; advertisers
pay agency agreed
upon amounts for
services; advertisers
can buy space or
time at net rate.
Did not answer.
TOTAL %
Effective Sample
%
41.6
5.9
Media
%
50.1 67.9 40.2
...2 5.1 14.8
Now that Prof. Albert Frey
has completed his year-long
study of advertising agency
practices and compensation,
has previewed it and is in the
process of compiling the final
report, what will the result be?
Along with all the other
questions put to advertisers,
agencies and media in the
course of their study, he and
Prof. Kenneth Davis included
that very one.
A majority in each group
felt there would be no change
or that in any case the media
commission method will re-
main dominant. Prof. Frey
thought that "probably the
most interesting facts here are
that 27.3% of the advertising
managers with large budgets
think there will be no change,
and that a somewhat smaller
number, 22%, feel there will
be a significant change.
Ad Managers
All Budgets
Advertising Over
Managers $1,000,000 Agencies
%
%
Media
%
29.2
23.3
100.0
3,081
No change.
29.0
27.3
40.6
40.1
Some change, but
28.9
37.9
41.3
34.6
media commission
method will remain
the dominant
method of com-
36.3
9.7
35.9
pensation.
Significant change
10.6
22.0
5.7
9.2
away from media
commission meth-
od in next few
years to new com-
pensation method.
Don't know.
24.0
9.0
11.2
14.1
9.4
17.3
9.1
Did not answer.
7.5
3.8
1.2
2.0
100.0
100.0
100.0
TOTAL %
100.0
100.0
100.0
100.0
477
508
596
Effective Sample
3,031
477
508
596
top managements it was 1,012.
All ANA members were sampled "be-
cause we wanted to make sure that our re-
turns included a high proportion of the
larger advertisers." Of the approximately
12,500 national advertisers who are not
ANA members, one out of every four was
chosen on a random basis. When the re-
turns came in, Messrs. Frey and Davis put
these two parts together "in their proper
proportion" to get the "effective sample."
Prof. Davis described the "effective sam-
ple" as representing "the return we would
have gotten if we had sent questionnaires
to the 13,000 advertising managers."
(President West questioned later if there
actually are 13,000 national advertisers in
the U. S. Prof. Davis explained that
Standard Advertising Register lists 14,000
but that this was reduced by 1,000 to take
into account firms that had gone out of
business or did no national advertising in
1956.)
For the study of agencies, Messrs. Frey
and Davis used the 1,800 listed with ac-
counts in Standard Advertising Register.
Details of the media sampling were not
given, except that radio and tv stations,
general magazines, newspapers, farm and
business publications were all included and
there was a special study of direct mail
and point-of-purchase media. Mr. Davis
explained later that questionnaires went to
all tv and all 50 kw radio stations and to a
sampling of radio stations of lesser power.
Questionnaire returns totaled 845 from
ad managers, 412 from agencies, 277 from
media and 193 from top management of
advertisers. Messrs. Frey and Davis both
called the returns "excellent" statistically.
Actually, they said, on the effective sample
basis the returns represent 70% of all ad-
vertisers with budgets over $1 million;
71.5% of all such ANA members; 60%
of all ANA members regardless of budget
size; 64% of all agencies billing over $30
million, 55% of all agencies billing over
$5 million and 45% of 4A members.
Broadcasting
November 4, 1957 • Page 31
ADVERTISERS 8 AGENCIES continued
LESTOIL RIDES TV INTO 'BIGTIME'
• Eskenasy tells ANA how detergent used video to expand
How a $300-a-week test was parlayed in-
to a $4 million-a-year investment in tele-
vision was detailed to the Assn. of National
Advertisers last week by I. L. Eskenasy, vice
president of Adell Chemical Co., whose
Lestoil liquid detergent was the beneficiary
of the tv-only campaign.
It was a "last-ditch attempt," Mr. Esken-
asy said, when Adell decided four years ago
■ — after eight years of "trial and error" — to
put everything into television in its effort to
establish Lestoil in the retail market (it was
already set in the industrial field) .
"We contracted for 30 one-minute com-
mercials per week on one tv station for a
full year," he reported. "We even obtained
a credit assurance at the bank ... for fi-
nancing during this period if needed. . . .
"We purchased many spots — the least
expensive times — but many of them. . . .
Results were sufficiently encouraging for us
to purchase a similar tv saturation cam-
paign on another station within three
months and still two more stations within
the next three months.
"One year after we began the tv satura-
tion campaign, we entered a completely
new market. The results were more spec-
tacular and sales increased rapidly there.
We then continued from market to market
in New England on this tv saturation basis
and surrounded our first major city —
Boston.
"Within several months the demand for
Lestoil in Boston warranted the big step of
signing up for similar saturation spot cam-
paigns on both Boston tv stations. From
there we entered market by market into
new areas outside New England. Results
from initial areas by this time snowballed
Lestoil sales into the No. 1 selling all-pur-
pose detergent in those areas where it was
advertised.
From $300 to $90,000
"We began our tv campaign four years
ago with an expenditure of $300 per week
on one station. Today we are spending
$90,000 each week on a total of 90 sta-
tions— better than $4 million per year on
one medium only — television — and then in
only a limited portion of the U. S., since
our current distribution covers only the
Northeast. If this same rate of expenditure
were extrapolated throughout the remainder
of the U. S., we would be spending $10 mil-
lion a year on one product. We have at-
tained the No. 33 position on the list of
top tv advertisers." «
Mr. Eskenasy said Adell works through
a house agency, Jackson Assoc., which is
"the same as any other agency except that
they are close by when needed," so that
the whole process of advertising "is greatly
expedited."
By now, he said, "our entry into a mar-
ket is almost down to a scientific formula.
We know exactly how long it will take to
'crack' a market, given a set number of tv
commercials per week in that market. With
'x' number of tv spots per week, we do 'y'
dollar sales volume after a certain length
of time. If we double 'x,' 'y' likewise in-
creases proportionately.
"For example, we doubled our number of
commercials in Maine after advertising
there for a two-year period. Our sales more
than doubled soon thereafter. Of course,
there's a point of diminishing returns — but
we do use up to 75 one-minute commercials
per week in single cities to excellent ad-
vantage."
Mr. Eskenasy was one of five advertisers
on a Tuesday morning ANA panel on "Our
Best Campaign — and Why."
J. R. Barlow, manager of product adver-
tising for Chrysler Corp., gave an insight
into the decision to give television a sub-
stantial role in Chrysler's "forward look"
campaign.
As part of the move to throw off the
"label of conservatism" that had been hung
on Chrysler in the public mind, he said,
Chrysler and its agency, McCann-Erickson,
set out to obtain for the car maker "a major
franchise in the one medium it had hitherto
handled with great conservatism — televi-
sion. It was imperative that we have the
double approach of black-and-white and
color print and television. And in the lat-
ter we needed to attain major position with
great speed and effectiveness."
He said they chose Bill Lundigan as pro-
gram host after "a systematic search for a
young man with whom most Americans
could come to feel at home," and picked
Climax as the program "after much study
of types of programs that could be counted
on to produce large audiences." Mr. Barlow
continued:
"We wanted an investment — not a gam-
ble. Shower of Stars was [added] ... on a
monthly, or 10 times a year schedule, to
reach for that part of the audience that
won't sit still for a drama and also to capi-
talize on any values that might develop from
the birth of color tv."
From 87 stations in 1954-55, he said,
Chrysler's CBS-TV lineup for Climax and
Shower was extended first to 136 stations
and then this year, to 176. And for its 1958
models "we have again done the pre-selling
job in all four media — magazines, news-
papers, television and spot radio. The same
message is used in all media for a week to
constantly impress the product superiority
and advanced design of our new cars."
Success?
Mr. Barlow reported: "Since 1954
Chrysler Corp.'s share of market has ex-
panded by an eye-opening 50%. Our cur-
rent share of market is about 20% and de-
mand for our products seems to be grow-
ing. Plymouth has regained its traditional
third-place position, and the Imperial has
turned in the astounding record of tripling
its sales of a year ago. . . ."
Reginald L. Johnson, vice president and
director of advertising, Johns-Manville
Corp., said his company decided lg^t June
to switch to national magazines because
"our advertising dollars would not go far
enough" to continue sponsorship of its pro-
gram on a full-network basis. But he had
no regrets about some 15 years' use of the
broadcast media on a steady basis.
He pointed out that for 12 years Johns-
Manville sponsored Bill Henry and the
News, a five-minute program, for five nights
a week "and feels the investment was well
worth while." Then the company switched
to tv, co-sponsoring Meet the Press for
some 2V2 years and, with it, was able to
do "a good job of advertising our major
products and giving the public a general
picture of our diversified operations."
Other speakers on the successful-cam-
paign panel included George W. Head, Na-
tional Cash Register Co., and Robert E.
Davis, Imperial Paper & Color Corp.
CUNNINGHAM URGES
ANA TO RESCUE TV
• Says it's 'boring/ 'imitative1
• Asks 'more refreshing' programs
A warning that "a most important ad-
vertising tool" — television — may be "in
danger of being blunted and dulled" was
laid before the 48th annual meeting of the
Assn. of National
Advertisers last
week.
John P. Cunning-
ham, president of
Cunningham &
Walsh, sounded the
warning and called
upon both adver-
tisers and agencies to
encourage the de-
velopment of "more
refreshing entertain-
ment" and to "look
beyond the ratings always to maintain tele-
vision as a well-rounded medium so that it
may fulfill its destiny."
He said television's strength is being
sapped by what he called the "boredom
factor" — the incidence of viewers who find
programs trite and boring — -and that bore-
dom is being compounded by imitation
which "has lately become alarmingly in-
tensified."
Quiz and audience participation shows, he
noted, have reached the "almost unbelieva-
ble" total of 64 per week, while westerns
have reached the point — 15 a week — where
"it looks as if the living rooms of America
will become noxious this fall with the smell
of smoking guns." Variety programs con-
ducted by singers "have reached a record
high this fall with 14 shows per week."
Mr. Cunningham told the advertisers that
"the time has come when we advertising
men have an absolute obligation not to add
another singer to the herd or another quiz
show to the cluster or another western to
the swarm unless it is a better one — a matter
of creativity.
"I'm brash enough to say that anybody
who buys another western, unless it is a
marked creative departure from the pattern
(as $64,000 Question was in the quiz field
MR. CUNNINGHAM
Page 32 • November 4, 1957
Broadcasting
GOOD LOOKIN
NCS No. 2 CIRCULATION
DAYTIME HOMES
NIGHTTIME HOMES
WEEKLY
DAILY
WEEKLY
DAILY
WHO-TV
Station B
Station C
181,490
175,650
176,340
121,620
123,430
104,930
211,500
204,280
218,690
166,460
163,920
148,320
More Central Iowa families watch WHO-TV every day
than any other television station in the area.
The September 1957 ARB Des Moines Metropolitan
Survey of this 3-station market shows that
WHO-TV is first or tied for first in 41% of all
quarter hours surveyed.
On weekday afternoons, 12:00 to 6:00, WHO-TV
leads or is tied for first in 70 of 120 quarter hours —
delivers an average of 8.0% more television homes!
WHO-TV offers advertisers the same top-notch
programming, promotion and audience loyalty that has
always distinguished the WHO Radio operation.
Ask your PGW Colonel for all the facts.
WHO-TV is part of
Central Broadcasting Company,
which also owns and operates
WHO Radio, Des Moines
WOC-TV, Davenport
WHO-
WHO-
WHO-
WHO-
WHO-
WHO
WHO-
WHO-
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO-
WHO-
WHO
WHO-
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WiO-T¥
Channel 13 • Des Moines
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
Peters, Griffin, Woodward, Inc.
National Representatives
Affiliate
Broadcasting
November 4, 1957 • Page 33
Iowa — Greatest
food-producing area
in the world
34 >/2 million
acres of
Iowa land
(96%) is
in farms
mm
BBS
Iowa — first
in value and
number of
eggs produced
Iowa — first in
value and number
of hogs on farms
I I V
Iowa — first
mm
in value of
: ■■ . ' ...
Iowa annually
ranks 1st or 2nd
in farm income
{altho many farm
states are larger)
22 Vi% of all
Grade 1 land
U. S. is within
WMT's 0.5 mv
contour
WMT's
national
reps:
The Katz
Agency
In the highly
industrialized
Eastern half of
Iowa $2 out of
every $3 of income
comes from
industry
jBBHWB
The WMT Statio
CBS Radio and Televis
for Eastern Iowa
600 kc Channel 2
ADVERTISERS & AGENCIES continued
A
two years ago) ought to turn in his grey-
flannel suit and go to the eternal showers."
Noting that / Love Lucy out-pointed
Shakespeare four-to-one in the ratings last
season, Mr. Cunningham pointed out that
the Shakespearean production nevertheless
was seen by 15 million people. For Shake-
speare, he said, this was "failure" according
to the "ruthless law of the decimal point"
but not according to "all the less distinct
laws of artistry." He continued:
"It is much too easy to say: 'I buy by
ratings,' or 'give the people what they
want — I'll buy it.'
"I mean that our obligation to tv goes
much, much deeper than that. As adver-
tising men, we must be interested in all tv
— not only in our own programs. We want
it to be a strong, well-rounded medium. A
multiplication of the same type of show,
such as the present wave of singers, quizzes
and westerns, can only narrow the base of
television, restrict its power, its values to
the people.
"Even the most ardent ratings devotees
have an obligation to their companies to
look around and beyond the ratings."
He said, "You can buy other things be-
side coverage," citing "atmosphere" as an
example and pointing out that "from a
strictly selfish, cost-accounting point of view,
it can be commercially sound to buy fewer
people at a time in a better program
atmosphere."
The C&W president said that "our obliga-
tion, along with broadcast executives, as
trustees of programming, requires that we
help make room for Shakespeare and others
of his ilk for these reasons:
"The 10 to 20 million people who like
Shakespeare better than Lucy have every
right to their minor share of their own
airwaves. This kind of program isolates the
right markets in the right mood for certain
products.
"Some of us may want access to these
markets. Even those who don't, want a full-
rounded medium, not a narrow-based one.
"The networks want this too. And they
are certainly trying. NBC is offering 100
specials this year. CBS, too, has many new
creative shows coming. Some of them I
am sure will point the way to more refresh-
ing entertainment in the next few years.
"For the sake of tv's future, we must
encourage them where we can."
Mr. Cunningham said his firm, in its
annual Videotown studies, had undertaken
to measure the "boredom-factor" by deter-
mining the percentage of viewers who made
unfavorable comments — "I'm tired of it," or
"same old stuff," or "my interest wore out,"
etc — about specific shows. He displayed a
"boredom-factor index" which ranged from
1 1 for / Remember Mama and 21 for What's
My Line to 55 for Milton Berle and 47 for
Arthur Godfrey.
"This doesn't mean that a show with
a low boredom-factor is a good buy, nor
one with a high boredom-factor is a bad
buy," he asserted. "It simply means that
some types of programs have greater
capacity to bore people than others. There
still may be a better advertising potential
among the Great Unbored sector of a show
with a high boredom-factor. That is a matter
of numbers.
"But it proves what we long suspected,
that any show dependent on a single per-
sonality has a greater boredom-factor than
those that are less so."
He acknowledged, however, that "there
have been some wonderful exceptions" to
this conclusion, among them Jack Benny and
Bob Hope.
While the index of boredom has been
rising steadily, Mr. Cunningham said, people
nevertheless watch programs that bore them
— "but they tend to tune out their minds,
which is bad for advertising."
He voiced confidence that "as the manly
medium of communication that it ought to
be, [television] will face the realities of life,"
offering such fare as "wider and deeper
coverage of the UN; many, many more
such hours as the Khrushchev hour on CBS
last spring; televised Congress and courts,"
etc.
But he felt that "thoughtful business be-
havior" requires advertisers, in considering
any program, to "look right straight through
the ratings to see: (1) Is there the danger
of a fast-developing boredom-factor? (2)
How much of the destructive force of
imitation is present? (3) Does this program
provide the surest access to my market?
(4) Does my product need the backing of a
good 'house image' and is this it?"
He concluded: "We must never forget
that the airwaves do not belong to the
advertisers — or to the networks — nor to the
FCC — nor to the Federal government. They
belong to the people of the U. S."
ANA Elects Winslow
As Board Chairman
Ralph Winslow, vice president and man-
ager of the marketing department of Kop-
pers Co., was elected chairman of the Assn.
of National Adver-
tisers last Monday as
ANA opened its
48th annual meet-
ing (see page 27).
Mr. Winslow, who
had been vice chair-
man, succeeds
George E. Mosley
of Seagram Distillers
in the chairmanship.
Henry Schachte.
Lever Bros, vice
president and ANA
treasurer, was elevated to vice president of
the association, and Paul B. West, ANA's
chief executive officer, was re-elected presi-
dent.
Six new board members were elected:
I. R. Barlow, manager of advertising serv-
ices, Chrysler Corp.; Roger H. Bolin, ad-
vertising director, Westinghouse Electric
Corp.; Rex M. Budd, director of advertis-
ing, Campbell Soup Co.; Melvin S. Hatt-
v/ick, director of advertising. Continental
Oil Co.; Bertram V. Jones, Link-Belt Co.,
and Everett M. Runyon, California Pack-
ing Corp.
Board members who continue to serve
this year: George J. Abrams, Revlon; David
MR. WINSLOW
F. Beard, Reynolds Metals; Ralston H.
Coffin, RCA; Donald S. Frost, Bristol-
Myers Products Div.; George Frost, Can-
non Mills; Henry M. Kennedy, Prudential
Insurance Co.; Howard A. Marple, Mon-
santo Chemical Co.; Albert R. Stevens,
American Tobacco Co., and Ray Weber,
Swift & Co.
Retiring board members are Edwin W.
Ebel, General Foods; Ralph H. Harrington,
General Tire & Rubber Co.; John B. Mc-
Laughlin, Purex Co.; M. Anthony Mattes,
Standard Oil of California; William G.
Power, Chevrolet Div., General Motors, and
Ben H. Wells, Seven-Up Co.
McCoy Dramatizes
Spot Radio Story
The story of spot radio — "the one adver-
tising medium which reaches into 97% of
all the homes in the U. S. A. and in addition
gives you the biggest out-of-home circula-
tion of all" — was dramatized for the Assn.
of National Advertisers last week by Arthur
H. McCoy, executive vice president of John
Blair & Co., station representatives.
Speaking at a closed, workshop session in
which television's and network radio's story
was told by Lansing B. Lindquist of Mc-
Cann-Erickson (see page 36), Mr. McCoy
pointed up the "community interest" pro-
gramming of local stations, the believability
of local personalities, and — for advertisers —
the sales advantages of being associated with
this programming.
He cited a Pulse survey showing 85.9%
of the people interviewed said spot radio
personalities advertise good products, that
61.6% identified sponsoring products and
69.2% said they would try a new product
recommended by their favorite personality.
Mr. McCoy's presentation, illustrated by
slides and sound effects, also revealed re-
sults of a nationwide survey conducted by
the Blair firm to select the "best" spot radio
commercials on the air during the past sum-
mer. Based on interviews with some 150
agency executives and more than 1,000
broadcasters, the study showed the follow-
ing as the six outstanding commercials (not
necessarily in rank order):
Pepperidge Farm breads, Budweiser beer,
Dodge cars, Pepsodent toothpaste, Winston
cigarettes and Beech-nut gum.
While playing the winning commercials,
Mr. McCoy offered capsule success stories.
He pointed out, for instance, that Dodge
put more than 50% of its budget into spot
radio "because they felt this was the only
way that they could obtain the repetition
necessary to establish their competitive sales
point," and "dealer and consumer reaction
was so good that they extended their sched-
ule five weeks beyond the original expiration
date."
He said the Pepsodent commercial "plus
80% of their budget in spot radio produced
the outstanding media success story of
1956" and "their continuation through all
of 1957 is keeping the Pepsodent name con-
stantly in the consumer's mind."
He noted that 1956 was "spot radio's big-
gest year" and that 1957 to date is running
40% ahead of last year."
Broadcasting
November 4, 1957 • Page 35
ADVERTISERS & AGENCIES continued
RADIO-TV: THEY'RE NOW GROWN UP
1
I
1
Both radio and tv have reached maturity in terms of sta-
tions, audience and programming, offering the advertiser
many advantages not heretofore available from these media,
Lansing B. Lindquist, vice president and associate director
of McCann-Erickson's tv-radio department, told the Asm.
of National Advertisers last Monday. But there are wrinkles
to iron out, new challenges and new obligations the adver-
tiser must meet successfully to get the greatest benefits from
the two media, he said. A condensed text follows:
When we stand back and take a long look at the two
broadcast media, something newer than westerns, musical
shows, subliminal perception and even sputnik becomes
apparent. It is maturity! When we turn the corner into 1958
we are dealing for the first time with a full-blown, grown-up
set of media tools.
Five years ago network radio had reached its lowest ebb.
The big 50-kw network stations were losing their audiences.
They and the networks were clinging to an outmoded con-
cept of broadcast advertising. The independent stations were
growing more successful, more prosperous, more respected.
Today the radio networks, having put their backs to the
wall with nowhere to go except forward, have gone a long
way forward. There is no doubt network radio today is pro-
grammed, scheduled and priced more intelligently than ever
before in the history of the medium.
The year 1953 was not an early one in the history of tele-
vision. There were commercial programs as early as 1947. In
1951 we fed the first programs from West to East. In 1952
the political telecasts created an important "first."
In 1953 only 56% of American homes had tv receivers.
There were 74 tv markets and vast areas could not receive
any television service at all. There were only 123 stations.
New York, Los Angeles, Chicago, Washington, Philadelphia,
Cleveland and Detroit were almost the only major markets
with more than two television stations. The single-station
markets were frightening. They included Pittsburgh, Buf-
falo, Jacksonville, Miami, New Orleans, St. Louis, Kansas
City and San Diego, among others. Advertisers were faced
with the most extreme example of the law of supply and
demand. Advertisers, agencies, networks — clamoring for
circulation in the medium — were going to great lengths to
obtain clearance in these difficult markets. We were address-
ing our messages to audiences which were partly captive,
rather easily impressed and available only through certain
networks and stations.
So we were living in an area of scarcity of outlets, an
area in which almost any program which had fair circulation
could get a phenomenal rating. Milton Berle owned Tuesday
night with ratings as high as 57.7. / Love Lucy earned a
phenomenal 73.0 in February 1953.
Today there are three networks, and station-wise, rating-
wise and program-wise, they are as nearly comparable as can
be expected. The problem markets such as Pittsburgh and
Boston will be cleared [for ABC] by the first of next year.
They are the last.
So the first element in television's maturity is stations —
enough to service the existing networks — with some im-
portant independents to supply their own special contribu-
tions to the advertising picture.
The second element is ratings. It is interesting to examine
a Nielsen pocket piece for January 1953. The top rated pro-
gram was / Love Lucy, with Arthur Godfrey in second place,
and Gillette Cavalcade of Sports, Studio One and Robert
Montgomery, all in the top ten. The highest rated ABC
program in that period was number 27 in rank. It was the
Lone Ranger. This delivered a Nielsen rating of 33.1 and
an audience of only slightly more than 7 million homes.
Disneyland, which was the first important evidence of the
growth of a truly three-network medium, did not come on the
air until late 1954. In January of 1955 it was achieving a
Nielsen rating of 50 and reaching 15 million homes. By
September 1 957 the latest rating available showed that Disney-
land was earning a 31.4 and delivering 12.5 million homes.
The time period in which Disneyland falls will probably be
the best example of a three-way split in ratings in this season.
/ Love Lucy and the Big Record on CBS, and Wagon Train
on NBC look as though they and Disneyland will each earn
about 33% of the available audience. The interesting fact is
that although the audiences are even, they will be larger than
anyone could have imagined ten or even five years ago. While
we are edging toward total saturation more slowly than five
years ago, competition has increased interest to such a degree
that audiences are holding their own or increasing in the
face of competition.
The third element in television maturity is programming.
In 1953 program popularity depended on station clearance.
In 1958 it depends almost entirely upon excellence of pro-
gramming material. The Wednesday period is a case in point.
No one has ever argued with the great showmanship talent
of Walt Disney. Opposed to him this season are Lucille Ball
and Desi Arnaz. Wagon Train has enlisted some of the finest
talent in Hollywood. There are other examples: the new
Frank Sinatra Show, ABC's Maverick, Sugarfoot, Cheyenne,
and the Eddie Fisher and George Gobel combination.
Advertisers in some cases have resented the stringent regu-
lations the networks and package producers have placed on
their use of the medium. A film producer, faced with a tre-
mendous investment to provide a season's entertainment,
would naturally try for a 39 and 13
pattern of new shows and repeats, and
in the past area of scarcity he has
been able to sell his product on this
basis. The networks with prime eve-
ning time at a premium have been
able to insist on firm 52-week con-
tracts. An advertiser whose selling
season does not coincide with these
arbitrary rules, has been faced with
a difficult set of problems.
It is probably too much to hope
that these rules will be relaxed imme-
diately; for a long time to come it is
doubtful that the networks will be willing to sell their prime
evening time on less than a firm 52-week basis, but there are
encouraging signs that television may be used more flexibly in
the immediate future than in the past. Subject to the normal
short-rate penalties there are some time periods now develop-
ing in which less than 52-week contracts may be obtained.
The weight of competition has been changed before by adroit
programming against it, and some of these periods in which
flexibility is possible afford a real challenge to an advertiser
and his agency.
The package producers, whether they be independents,
networks or agencies, are also more flexible. There is noth-
ing magic about the 39-13 formula and it is slowly losing
power as a standard measuring stick. It is seldom possible
to sign talent contracts on very short cancellation notices.
It is important that headline performers have some assurance
that their programs will be on long enough to establish them-
selves. Again, common sense will prevail.
Perhaps the most important thing the new maturity of
these media means is that it brings a new obligation to the
users of them. You and your competitors have virtually equal
access to your potential customer — the artificial areas of in-
equality have passed. This means there is one way to reach
him in numbers large enough to offset the high cost of tele-
vision and the tendency of radio to be diffuse. This is the
program way. Imagination is not a substitute for money but
it can be a dollar-stretcher. It can give you better commercials,
better audiences, better ratings, better sales.
MR. LINDQUIST
Page 36 • November 4, 1957
Broadcasting
CBS Foundation Inc.
News and Public Affairs
Fellowships for 1958-1959
CBS Foundation Inc. has established at Columbia University
in New York a group of one-year CBS Foundation Fellow-
ships, for eligible persons engaged in news and public affairs
in the radio and television field. The Fellows will have all
University expenses paid and in addition will receive a
stipend designed to cover living and other necessary costs
during the fellowship year. Eight fellowships are offered
for 1958-1959.
Purpose of the Fellowships
CBS Foundation Inc. has established the fellowships to offer a
year of study for men and women engaged in Radio-TV news and
public affairs who show promise of greater development and who
seem most likely to benefit from the study year provided.
The fellowships make it possible for a holder to pursue credit or
non-credit courses of his own choosing from the wide curriculum
of Columbia University. The courses chosen should be those w hich,
in the opinion of the Fellow and with the advice of a University
representative, can contribute most advantageously to a broaden-
ing and strengthening of his background for continued work in
news and public affairs. The courses would not, therefore, be lim-
ited to any general field; they might range across such varied fields
as diplomatic history, economics, modern languages, Far Eastern
affairs, political science, labor relations, nuclear science, etc.
In addition to the study program, CBS Foundation Fellows will
meet from time to time as a group to hear invited speakers on
subjects related to the news and public affairs field and to discuss
these subjects with them; and they will be invited from time to
time to observe and discuss news and public affairs programs and
operating techniques at CBS Radio and CBS Television studios in
New York.
The Fellowship Year
While Fellows will be expected to meet the attendance standards
of the courses in which they enroll, no final examination or paper
or report will be required. The year is intended to be one in which
promising people can, through detachment from their routine
work, find both formal and informal opportunities to build up
their knowledge of particular subjects and, at the same time, in-
crease their understanding of the potentialities of radio and tele-
vision as media for news and public affairs programming.
The second series of fellowships, offered for the academic year
1958-1959, will start in September 1958.
Address request for an application or other correspondence to:
William C. Ackerman
Executive Director, CBS Foundation Inc.
485 Madison Avenue, New York 22, N. Y.
Applications must be received not later than December 16, 1957.
The Selecting Committee will announce its selections about Feb-
ruary 75, 1958.
Requirements for Applicants
1. Qualification in one of the following categories:
A. Xews and public affairs staff employes of (1) the CBS Radio
Network and its six owned stations; (2) the 196 U.S. stations
affiliated with CBS Radio, but not owned by it; (3) the CBS
Television Network and its five owned stations; (4) the 183
U.S. stations affiliated with CBS Television, but not owned
by it.
B. Regular members of the staffs of non-commercial radio and
television stations licensed to colleges and universities who
are engaged for a substantial portion of their time in news
and public affairs programs.
C. Teachers of courses in radio and television news and public
affairs techniques at colleges and universities.
An applicant "must be fully employed in one of Categories A,
B and C, and must have sufficient full-time experience in the
field to indicate ability and promise of greater development.
2. A statement by the applicant's employer promising the appli-
cant his present job, or an equivalent job, at the end of the
fellowship year.
3. A statement covering the applicant's personal history; educa-
tional background; experience in news and public affairs; and
the studies the applicant desires to pursue and the relation of
these studies to work performed or contemplated.
The Selecting Committee (for 1958-1959)
On Behalf of the Public:
Lewis W. Douglas, former American Ambassador lo Great Britain; for-
mer Member of Congress and Director of the Budget; former Principal,
McGitl University; Chairman of the Board, Mutual Life Insurance Com-
pany of Nexv York.
Joseph E. Johnson, President, Carnegie Endowment for International
Peace; former Professor of History, Williams College; former officer of
U. S. Department of State and adviser to U. S. delegations to the U. N.
Byron Price, former Executive News Editor, A ssociated Press; Assistant
Secretary-General, United Nations; U. S. Director of Censorship, World
War II; awarded special Pulitzer citation for creation and administration
of press and broadcasting wartime codes (iqjj).
On Behalf of Columbia University:
Dr. Jacques Barzun, Dean of the Graduate Faculties.
Dr. John A. Krout, Vice President and Provost.
On Behalf of CBS Foundation Inc.:
Sic Mickelson, Vice President in Charge of News and Public Affairs,
CBS, Inc., and a member of the Board of CBS Foundation Inc.
Edward R. Murrow, News and Public Affairs broadcaster.
The Selecting Committee will consider, among other factors,
whether the stipend offered each applicant will be sufficient to
meet living and other necessary expenses to the applicant. In cases
where an applicant has above-average living expenses because of
the size of family or above-average travel and transportation ex-
penses because of the distance of his city or town from New York,
consideration will be given to the possibility of a special allowance.
All expenses at Columbia University (including tuition and special
charges in connection with the fellowship program) will be paid in
full for each Fellow.
Read Us
Station Share of "Sets in Use" • Sign-on to Sign-off
The September Miami and West Palm
Beach ARB's prove conclusively that
WTVJ is the ONLY station giving com-
plete, unduplicated coverage of the
entire 15 county, 2 billion dollar South
Florida Market.
FLORIDA'S FIRST T
We said this last January - AR
Page 38 • November 4, 1957
Broadcasting
id dear!
Va HR. RATING "FIRSTS'
OF A TOTAL OF 500
Station Share of "Sets in Use" • Sign-on to Sign-off
WTVJ del ivers more audience
than all other South Florida TV
stations combined!
Obtain the complete story of
WTVJ's selling prowess from
Your PGW Colonel.
evision Station
iproves it again in September!
Broadcasting
■
November 4, 1957 • Page 39
ADVERTISERS & AGENCIES continued
THAT COTY GIRL'S GOING PLACES
• One way may be into network tv — if test results are good
• Move could double present $2.1 million in broadcast money
Coty Inc., a perfume house that is rap-
idly undergoing product diversification and
which to date has limited its tv activities to
heavy spot, is contemplating network spon-
sorship. It is prepared to double its present
broadcast allocations of $2.1 million — 60%
of its total budget — but may, at the same
time, cut back its use of spot, according to
officials of both Coty and its agency, Heine-
man, Kleinfeld, Shaw & loseph Inc. (for-
merly Franklin Bruck Adv.), New York.
To the secretive and ultra-competitive
cosmetics trade, patented mixtures are things
not talked about. But 57-year-old Coty, in-
tent on catching up to its network -using
rivals like Revlon, Rubinstein, Factor, Cur-
tis and Bishop, is not silent about a formula
it feels has done wonders for the firm to
date: spot tv. The equation reads as fol-
lows: Beautiful girl plus big, black picture
hat equals Coty.
Last Saturday, Coty began laying the
groundwork for network sponsorship (tar-
get date: September 1958) by "testing" the
power of the Coty girl within the framework
of a regular program as opposed to the es-
tablished Coty spot technique. At an esti-
mated cost of $40,000, Coty has begun
sponsorship of CBS Television Film Sales'
The Honey mooners on WMCT (TV) Mem-
phis and WBNS-TV Columbus, Ohio, both
for at least 26 weeks. Results of this test
will determine to some extent how and
where Coty will plunge into network tv.
Meanwhile, Coty executives have been
meeting with CBS-TV and NBC-TV pro-
gramming officials to discuss possible plans.
Coty wants to find a show that will cause
considerable talk in trade circles but at the
same time won't cater to a clearly-defined
audience such as the "western" aficionados.
Coty's Seigel declares "We want to be
talked about." But he feels that a contro-
versial program would do little toward
building a "pleasant corporate image."
It cannot afford to alienate the house-
wife. While Coty is internationally known
as a maker of high-priced perfumes, a good
share of its domestic business consists pri-
marily of bread-and-butter items. On tele-
vision as well as radio, Coty's line ranges
in price from $1.25 ("24" lipsticks) to
L'Aimant parfums ($100.00) with in-be-
tween items covering Coty curl-set, spray
mists, powders and compact makeup. Its
men's line has not yet been advertised on
the air. Coty, which now insists that its tal-
ent in both broadcast media stress the pho-
netic "lay-mont" when hawking perfumes,
also plans shortly to introduce its new
Polysil medicated hand lotion on tv — an
item pegged at $2 a bottle.
When and if Coty takes the network
plunge, chances are that its heavy spot
schedules (14-16 tv spots a week in 20-40
markets) and saturation radio (6-8 weeks
before Christmas in 40 multiple station mar-
kets) will be curtailed sharply.
Insofar as competing ad budgets go,
Coty's is distinctly small, but its size makes
Coty twice as alert to get the most out of its
tv dollars. If it cannot match Revlon's
$12 million, dollar for dollar (and it doesn't
intend to), then it seeks recognition in other
ways — chiefly in merchandising and pub-
licity.
Chief reason for its penny-consciousness
is Coty's financial record. Though business
volume for the 1957 fiscal year that ended
June 30 rose from- $24.1 million to $24.8
million (not counting the many-faceted op-
erations of Coty International), the firm
lost $2.1 million. After figuring a $1 mil-
lion tax credit, actual 1957 net loss came
to $1.1 million. But losses are slowly de-
creasing. While losing $1.6 million during
the first nine months of the 1957 fiscal year,
losses for the April-June quarter were pared
down to $500,000, and sales for those
months increased to $7 million.
By Dec. 31, however, Coty President
Cortney thinks the firm will show a $1.5
million profit.
Tv, adds Mr. Cortney, "has become in-
dispensable" to pre-selling cosmetics and
Coty is "committed" to more and more tele-
vision. "Difficult and trying as it is," he said
in referring to his strained budget, "the
policy must be continued." There are no
"if s and buts." Coty, declares its head, is
faced with a choice of picking a policy of
dynamic development or "that of stagnation,
albeit with a moderate level of profits."
Thanks to the Coty girl, the brand that
has been a couturier's household name since
the beginning of the 20th Century has come
alive. But until February 1955 when Coty
launched its "24" lipstick line, the firm's
radio-tv activities were more sporadic than
consistent. Total advertising up to that point
had been approximately $1.4 million, with
broadcast media getting but a thin sliver.
By 1955's end, allocations had risen to $1.7
million (all media) and by December 1956,
the budget was in excess of $2.8 million.
Its current radio spot campaign featuring
the sexy, dulcet-toned voice of Tedi ("Miss
Monitor") Thurman would shock the sen-
sitivities of a soul such as Francois Coty.
M. Coty until one spring day in 1900 had
been a very unsuccessful parfum chemist-
salesman. On that day, having failed to
register a sale with the cosmetics buyer of
Paris' Louvre Department Store, M. Cot) ,
while making his exit, accidentally dropped
a bottle of his "La Rose Jacqueminot" by
the counter and the lingering scent not only
drove scores of women to ask for the per-
fume but clinched M. Coty's first sale. The
scent turned to many sous and made M. Coty
a millionaire.
SPELL IT C O T Y
In one of comedian Ernie Kovacs'
summer replacement shows for Sid
Caesar on NBC-TV, viewers saw a
young blonde named Barbra in an out-
landishly-sized black picture hat lift
her head in an altogether familiar way
and sexily coo, "Hello, I'm the Coty
Girl." But that is as far as she got.
At that instant, with a resounding
squish, an NBC stagehand pushed a
custard cream pie into her face. Some
advertisers might have taken umbrage
but not Coty. Late last month, star
Jack Paar and his foil, comedienne
Dodie Goodman (also on NBC-TV),
satirized a Coty commercial by using
false clacking teeth. Notes Coty ad-
vertising director Bill Siegel: ". . . Just
let them spell the name right."
Page 40 • November 4, 1957
Broadcasting
KRON is TV itt $F
S<aAt^7-^u&4t<^c^c&4£& a/uz said cttc< KROM-T^
S. F. CHRONICLE • NBC AFFILIATE • CHANNEL 4 • PETERS, GRI FFI N , WOODWARD
Broadcasting
November 4, 1957 * Page 41
4
1
Good Evening
Mr. Chips
In some ways, Columbus, Ohio, is the biggest
college town on earth. In and around it, dwell
seven universities and colleges, more than 2,000
faculty members, 35,000 students and countless
alumni. Some of the ivy is 125 years old.
This leaven in our community raises the level
of appreciation for good public service tele-
casting.
On the most popular of these programs,
"Columbus Town Meeting", ideas are sometimes
fought for as furiously as Ohio State-Michigan
football, and before some of the same specta-
tors. On a gamut of subjects from local off-street
parking to H-bomb fallout, interest runs high
and phoned-in questions also allow the audience
to participate.
When the citizens of Genoa, Italy, were in-
spired to present our city with a colossal figure of
Christopher Columbus, WBNS-TV sent a camera
and script crew clear to Genoa and over the Carib-
bean routes of Columbus' voyages, to obtain au-
thentic film background. Were the home folks
interested? More than 100,000 of them turned
out to greet the mayor of Genoa when he arrived.
When you've been born and raised in Central
Ohio, like Station WBNS-TV, such successful
high level — broad level showmanship comes nat-
urally. Top agency time-buyers define the results
in ten terse words: "If you want to be seen in
Central Ohio — WBNS-TV".
WBNS-TV
CBS Television in Columbus, Ohio
Market Center of 2 Million People
Affiliated with The Columbus Dispatch. The Ohio State Journal
and WBNS radio. Represented by Blair TV.
ADVERTISERS & AGENCIES continued
NEW SCHICK TRICK
PULLED OUT OF BAG
• Calls ad idea 'public domain'
• 'Experts' back firm's claims
As the smoke began to clear last week
following Federal District Judge J. Cullen
Ganey's granting of temporary injunctive
relief to Warwick & Legler in that agency's
battle with Schick Inc. for custody of ideas
[Advertisers & Agencies, Oct. 28], new
facets of Schick's position came to light.
Among them:
• The claim by Schick that the disputed
"cotton-pickin' idea" for tv and other ads
actually had been conceived by another
agency some time before Warwick & Leg-
ler presented the proposal to Schick last
December, and that subsequently, the idea
became "public domain."
• Schick's contention that on strictly de-
finitive terms as understood by advertising
"experts," Warwick & Legler cannot claim it
incurred out-of-pocket expenses in formu-
lating the unused cotton idea and that the
15% commission received by W&L for
Schick copy constitutes payment for "all"
ideas conceived by the agency during its
18-month relationship with the advertiser.
(Schick is countersuing to recover $1 mil-
lion in commissions paid to W&L plus
$50,000 damages [At Deadline, Oct. 28].
Schick's position was disclosed in one
of its pleadings before Judge Ganey in
Philadelphia and made available last week
in reply to W&L arguments reported earlier.
Continued Madison Avenue interest in
the case was assured with a full-page color
advertisement by Benton & Bowles for
Schick that embodied the "cotton" theme
and appearing in the Nov. 12 issue of Look
magazine, on the stands last Tuesday. The
Look ad. which was ordered before the
court's decision enjoining both Schick and
B&B from using the disputed idea, was a
print version of a filmed commercial placed
by the agency on Dragnet on NBC-TV
Sept. 19.
Also learned last week from the Schick
brief: In October 1956, a Grey Adv. copy-
writer named Kenneth Redford conceived
a similar cotton idea and in early Novem-
ber submitted this idea to Mennen Co., a
Grey client, on behalf of its pre-shave lo-
tion, used by electric shaver owners. Later
that month. Mr. Redford's idea also was
submitted — through Grey — to McCann-
Erickson. Mennen's agency for its after-
shave lotion. In both instances, the idea was
rejected. According to the brief, Mr. Red-
ford's idea and its perusal by two other
agencies and another client first came to
Benton & Bowles' attention when Mr. Red-
ford left Grey and sought work elsewhere.
During the course of Mr. Redford's em-
ployment search, his presentation book
(containing the cotton idea layout and
sketches) was seen by "at least" 8 to 12
other agencies, and thus, contends Schick,
"the idea is now in the public domain."
Thus, Warwick & Legler, says Schick,
has no legal grounds on which to claim ex-
clusivity. Warwick & Legler first approached
Schick with the "cotton test" Dec. 6, 1956,
or two months after Schick claims the idea
was first formulated by a Grey Adv. em-
ploye. According to Schick's counsel, Mr.
Redford roughed out his idea on or about
Oct. 18 that year; Warwick & Legler's ver-
sion was conceived between April 10-15
this year and presented to Schick April 29.
Warwick & Legler made a workprint of its
idea for tv usage June 14 and submitted it
to Remington-Rand on June 26.
One of the weapons in the Schick arsenal
brought out during the course of the 2Vi -day
court hearing in September was the Thomas
vs. R. J. Reynolds Tobacco Co. case of the
1930s, which involved a more or less
similar conflict of ideas. On Oct. 22, 1934,
the plaintiff in this case submitted to Rey-
nolds in writing a rough draft of a new
ad campaign stating in effect that Camel
cigarettes were the most economical brand
since they burned approximately twice as
long as rival brands. Reynolds immediately
began using the idea and when it was taken
to court for failure to adequately compen-
sate the plaintiff, the tobacco firm intro-
duced evidence that it had received a simi-
lar idea from a third party the year before
in 1933. The decision went to Reynolds.
As regards H. Paul Warwick's contention
that the 15% commission paid his agency
by various media for published ideas does
not entitle Schick to ownership of all ideas
conceived by the agency, Schick called as
witnesses two advertising "experts," both
of whom held that Mr. Warwick was not
on solid ground. The first was Morton J.
Simon, author of The Law for Advertising
& Marketing, who maintained that when an
agency receives its 15% commission it is
charging for all ideas, including those not
used by the client, and that, therefore, these
ideas are the property of the client.
The Warwick & Legler-Schick Inc. termi-
nation agreement stated that "after the ter-
mination of our association, Schick shall
have the absolute right to use . . . any and
all advertising . . . ideas . . . and other ad-
vertising material which (the agency) pre-
pared for Schick . . . and charged Schick
for. . . ." It also declared that "any and
all unused or unpublished advertising, plans
and ideas prepared by us (the agency) and
paid for by us remain our property."
The second witness, Dr. William T.
Kelley, associate professor of marketing,
Wharton School, U. of Pennsylvania, stated
that the industry-used terminology of
"charged for" as referring to agency serv-
ices encompasses the 15% commission.
Mr. Simon, as regards the phraseology
"paid for by us," declared that this means
"paid for by the agency to outside suppliers"
(film companies, printers, etc.) and not paid
for by the agency "in the form of wages or
salary or compensation" to the agency's staff.
The controversial tv film prepared by W&L
on June 14 for subsequent presentation to
R-R was made within the agency, Schick
told the court. Furthermore, Schick's coun-
sel claimed, when W&L first approached
Schick in December 1956 with the idea, it
had not set up elaborate presentation devices
requiring outside help (as Benton & Bowles
had done). Thus the agency could not claim
having paid for something outside of the
realm of agency salaries.
Felix H. Kent, counsel for Warwick &
Legler, reiterated Thursday his client's con-
tention that it bases its case on a special
contract. "We are not basing our case on
industry practice alone," he said.
HOW PEOPLE SPEND THEIR TIME
There were 123.417,000 people in the U. S. over 12 years of age during the week
Oct. 20-26. This is how they spent their time:
67.6% ( 83,430,000) spent 1,839.6 million hours watching television
53.8% ( 66,398,000) spent 957.7 million hours .. listening to radio
81.2% (100,215,000) spent 392.1 million hours reading newspapers
29.3% ( 36,161,000) spent 156.9 million hours , .. reading magazines
26.4% ( 32,621,000) spent 380.7 million hours watching movies on tv
24.5% ( 30,240,000) spent 126.0 million hours attending movies *
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
SINDLINGER'S SET COUNT: As of Oct. 1, Sindlinger data shows: (1) 104,470,000
people over 12 years of age see tv (84.6% of the people in that age group);
(2) 40,423,000 U. S. households with tv; (3) 44,440,000 tv sets in use in U. S.
Page 44 • November 4, 1957
Broadcasting
Look What's Happening
Down in "Big D"
WFAA-TV
THE NEW LEADER!
* American Research Bureau Reports:
\A/FAA-TV ...... f~~{/tAt/ m network vs. network television
shows with Channel 8 leading
more nights than any other Dal-
las-Fort Worth Station ! (7-10
PM)
WFAA-TV ^{/lAt/ *n network P^us local shows, with
Channel 8 leading more nights
than any other Dallas-Fort Worth
Station (5-to Signoff)
^A/FAA-TV ^{jtAt) w^ more viewers weekdays from
3 to 6 PM than any other Dallas-
Fort Worth Station.
"ARB, Sept.,'5T
See Your PETRYMAN For The Complete Story
DALLAS CHANNEL 8 v-A
Broadcasting
November 4, 1957 • Page
'They must be self-starters with the initiative
and zip of a sparkplug . . .
\htith the persistence of a bloodhound and a nose for
the scent of news ...
mmmmmmmmmm
\Nith the wisdom of an elderly owl ( and no less ability
to stay up all night ) ...
\Nith the accumulated facts of a well-packed cardfile—
plus the knack of relating and interpreting them.
XWith the keen incisiveness of a pair of scissors, trimming away
the irrelevant, writing with economy, editing without mercy...
And — day after day — they must be their own most critical
critics . . . dual personalities never satisfied, always seeking
to do even the best job better next time.
Page 46 • November 4, 1957
Broadcasting
GOOD EDITORS
Good editors are all these things (which is probably why good
editors are also hard to find) . But you can find— and benefit from— the
largest, hardest-working assemblage of them in the television-&-
radio news field, at work in BROADCASTING'S five news-gathering
offices throughout the U.S. and Canada.
Every week of the year . . . compacted between its famous covers . . .
BROADCASTING delivers the most complete, most cogent, and most
useful report of everything that's happened in radio-TV during the
preceding seven days. Behind this caliber of editorial skill stand
26 years of clear-cut leadership as the journal of electronic media.
No wonder, therefore, that BROADCASTING enjoys more PAID
circulation (verified by the Audit Bureau of Circulations) * . . . and
is first choice of more radio-TV station advertisers year after yearf
. . . than any other publication in its field.
" No enterprise is any better than the product it offers its customers.
The product BROADCASTING offers is superb reporting, superla-
tively editedj— and attentively followed by more PAID subscribers
than all other radio-TV business publications combined can muster.
There's no better amphitheater wherein to tell your advertising story !
THESE THINGS
-BROADCASTING is the only ABC member in its field.
Total PAID circulation, first half of 1957, averaged 18,428
copies — of which 5,053 went to agency-advertiser readers.
^Carried lf,063 pages last year, contrasted with about 3,900
for the next three radio-TV publications combined.
XBROADCASTING editors (four of 'em, in fact) won
Awards of Merit for Editorial Achievement this year,
given by Associated Business Publications. Competitors'
score: zero.
Bf
ROADCASTIN
The Business-weekly of Television and Radio
1735 DeSales Street, N.W., Washington, D. C.
a member of the Audit Bureau of Circulations
Broadcasting
November 4, 1957 • Page 47
ADVERTISERS & AGENCIES
CONTINUED
ARF, CENSUS BREAK DOWN U. S. TV FIGURES
The exact where and how of the distribution for the 39.8 acting for a group of industry underwriters, defrayed the costs,
million tv households in the U. S., as of April 1957, was re- This cost has been underwritten by ABC-TV, CBS-TV, NBC-TV,
leased last Monday by the Advertising Research Foundation NARTB and the Television Bureau of Advertising,
and the Bureau of the Census [Advertisers & Agencies, Oct. ARFs estimates, based on the census data, are shown in the
28]. The latter obtained the data at the request of ARF which, tables which appear below.
UNITED STATES SUMMARY
June 1955 to April 1957
April 1957 Augusf 1956 February-March 1956 June 1955
Number Percent Number Percent Number Percent Number Percent
(000) (000) (000) (000)
TELEVISION STATUS OF HOUSEHOLDS
Total Households 49,606 100.0 49,150 100.0 48,785 100.0 47,788 100.0
Television Households 39,800 80.2 37,410 76.1 35,495 72.8 32,106 67.2
Non-Television Households 9,806 19.8 11,740 23.9 13,290 27.2 15,682 32.8
TELEVISION HOUSEHOLDS BY NUMBER OF SETS
Total Television Households 39,800 100.0 37,410 100.0 35,495 100.0 32,106 100.0
One-Set Television Households 37,276 93.7 35,350 94.5 33,801 95.2 30,984 96.5
Multiple-Set Television Households ... 2,524 6.3 2,060 5.5 1,694 4.8 1,122 3.5
TELEVISION SETS IN HOUSEHOLDS
Total Television Sets in Households 42,520 100.0 39,568 100.0 37,277 100.0 33,269 100.0
In One-Set Households .. 37,276 87.7 35,350 89.3 33,801 90.7 30,984 93.1
In Multiple-Set Households 5,244 12.3 4,218 10.7 3,476 9.3 2,285 6.9
AVERAGE (MEAN) NUMBER OF TELEVISION
SETS PER TELEVISION HOUSEHOLD .. . 1.07 1.06 1.05 1.04
Source: Estimates by ARF based on data from U. S. Bureau of the Census.
TELEVISION HOUSEHOLDS BY NUMBER OF SETS
No. of Tv Households (000)
Total One-Set Multi-Set
Percent of Tv Households
Total One-Sef Multi-Set
Sets in Households
Total
Mean
UNITED STATES 39,800 37,276 2,524
| STANDARD METROPOLITAN AREAS
Inside 25,774 23,650 2,124
Outside 14,026 13,626 400
• . URBAN AND RURAL RESIDENCE
Urban 27,124 25,163 1,961
Rural Nonfarm 9,353 8,854 499
Rural Farm 3,323 3,259 64
| TYPE OF HOUSEHOLD
Husband-Wife 32,397 30,164 2,233
AllOther 7,403 7,112 291
| CENSUS REGIONS & DIVISIONS
| Northeast 10,914 10,050 864
New England 2,461 2,311 150
Mid Atlantic 8,453 7,739 714
North Central 12,543 11,752 791
East North Central 9,160 8,481 679
West North Central 3,383 3,271 112
South 10,238 9,770 468
South Atlantic 4,775 4,559 216
East South Central 2,124 2,056 68
West South Central 3,339 3,155 184
West 6,105 5,704 401
Mountain 1,295 1,249 46
Pacific : 4,810 4,455 355
| NIELSEN TV INDEX TERRITORIES
Northeast 11,200 10,293 907
East Central 7,451 6,965 486
West Central 7,520 7,110 410
South 8,085 7,750 335
Pacific 5,544 5,158 386
Source: Estimates by ARF based on data from U. S. Bureau of the Census
I - '
mmmmmmmmmmmmmmmmmmm
Page 48 • November 4, 1957
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
93.7
91.8
97.1
92.8
94.7
98.1
93.1
96.1
92.1
93.9
91.6
93.7
92.6
96.7
95.4
95.5
96.8
94.5
93.4
96.4
92.6
91.9
93.5
94.5
95.9
93.0
6.3
8.2
2.9
7.2
5.3
1.9
6.9
3.9
7.9
6.1
8.4
6.3
7.4
3.3
4.6
4.5
3.2
5.5
6.6
3.6
7.4
8.1
6.5
5.5
4.1
7.0
42,520 1.07
28,053
14,467
29,226
9,902
3,392
34,769
7,730
11,847
2,614
9,233
13,393
9,890
3,503
10,735
5,003
2,198
3,534
6,545
1,348
5,197
12,184
7,973
7,958
8,444
5,961
1.09
1.03
1.08
1.06
1.02
1.07
1.04
1.09
1.06
1.09
1.07
1.08
1.04
1.05
1.05
1.03
1.06
1.07
1.04
1.08
1.09
1.07
1.06
1.04
1.08
m m mm®
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Broadcasting
November 4, 1957 • Page 49
ADVERTISERS & AGENCIES continued
Amoco Plans to Drop
Ed Murrow Tv Show
The long association between American
Oil Co. and CBS newscaster Edward R. Mur-
row will end early next year, it was learned
last week. The Standard Oil Co. (Indiana)
subsidiary, which has been sponsoring Mr.
Murrow since World War II, reportedly is
thinking of realigning its broadcast budget
and dropping network television in favor of
spot.
Amoco currently alternates with Time Inc.
on Mr. Murrow's Person to Person on CBS-
TV Friday, 10:30-11 p.m., in some 80
tv markets. But because of the nature
of Amoco's regional business (Maine to
Florida) and the rising costs of network
programming, the oil company is consider-
ing quitting the weekly program at the end
of its cycle next March. It is understood the
Joseph Katz Co., New York and Baltimore,
Amoco's agency, has told CBS-TV it does
not intend to renew, thus affording the net-
work a chance to obtain another sponsor
before March.
Amoco's decision may also affect the
status of Theo. Hamm Brewing Co., Minne-
apolis, which sponsors the Person to Person
show in the Midwest. Hamm, through Camp-
bell-Mithun, has been closely allied with
Amoco's sponsorship of Ed Murrow, since
it also sponsored the newscaster's CBS Radio
programs on a similar basis (Amoco east of
the Mississippi; Hamm in Midwest) up to
last year.
CBS reportedly proposed to Young &
Rubicam, Time Inc. agency, that the pub-
lisher sponsor the Murrow interview pro-
gram entirely, but Time and Y&R were re-
ported cool to the idea.
CBS now is looking for a national adver-
tiser to pick up the vacant half; should it
find one — and network officials indicated
last week they have "several irons in the
fire" — it would mean Hamm would be
forced off the show. Amoco has agreed to
drop out of the program earlier than March
should CBS find an advertiser willing to
pick up the program effective Jan. 3, 1958.
Officials at Katz expressed regret at end-
ing their relationship with Mr. Murrow.
Besides the Person to Person show,
Amoco sponsors the gridiron games of the
Washington "Redskins" on a limited simul-
cast "network" of 46 television and 76 radio
stations on Sunday afternoons [Advertisers
& Agencies, July 8]. It also currently
sponsors 10 one-minute featurette spots
each weekend on NBC Radio's Monitor.
Amoco's radio-tv budget is "in excess"
of $2.5 million, with television accounting
for approximately $1.2 million. Realign-
ment, noted a Katz executive, does not
presage sponsorship of syndicated tv film
programs — a technique favored by a grow-
ing number of rival oil companies — since
"if our client had wanted to stick with pro-
gram sponsorship, we would not be con-
sidering dropping Murrow."
Amoco, during World War II sponsored
the weekly Sunday 15-minute Murrow series,
This Is London, on CBS Radio until mid-
1946 when Mr. Murrow returned to New
Page 50 • November 4, 1957
York as a CBS vice president. Upon Mr.
Murrow's return to the' air in late 1947,
Campbell Soup Co. picked up sponsorship
of the five-nights-a-week Edward R. Murrow
and the News. Campbell dropped this in
1949 and Amoco and Hamm stepped in on
a regional basis in the East and Midwest.
West Coast sponsorship was picked up by
several automobile dealer associations. Both
Hamm and Amoco dropped the CBS Radio
broadcasts last year. They currently are
sponsored by Ford Motor Co. as part of
Ford's large CBS Radio package buy.
Amoco originally signed for Person to
Person in 1953. Two seasons later, the oil
company began sharing sponsorship with
Noxzema Chemical Co. (Sullivan, Stauffer,
Colwell 8c Bayles), and after Noxzema
dropped out, Young & Rubicam signed on
behalf of Elgin Watch Co. Y&R later placed
Time Inc. (for Life magazine) as alternate
sponsor following Elgin's exit from P to P.
Barbet, Weigert Organize
Regal Adv. for Barter Deals
Formation of a new advertising agency
which will specialize in barter deals was
announced in New York last week by Sid-
ney Barbet and Charles Weigert, both for-
merly with Paul Venze Assoc., Baltimore
house agency for Charles Antell Inc. The
latter firm has been a heavy barter advertiser.
The new agency is called Regal Adv.
Assoc. and has offices at 44 W. 55th St.
Telephone is Circle 5-0330. Although the
agency won't divulge the names of its
clients, it maintains it currently is contract-
ing some $4 million in barter billing on
behalf of three advertisers.
Regal officials indicate their work will
YELLOW PAGE MYSTERY • Michigan
Bell Telephone Co., Detroit, is launching
spot campaign on radio and tv on behalf
of yellow pages of telephone directory
throughout the state this month. To point
up its theme that "If it's not in the yellow
pages, maybe there's no such thing," copy
will feature "non-existent creatures" which
"positively cannot be located in yellow
pages." Agency: N. W. Ayer & Son, Detroit.
A LOT TO LIKE • Philip Morris Inc.
(Marlboro cigarettes), N. Y., has purchased
52-week participation campaign on NBC-
TV's Tonight (Mon.-Fri. 11:15 p.m.-l
a.m.) starting today (Mon.) with station
lineup of 85 markets. Contract represents
more than $450,000 in gross revenues and
calls for total of 104 participations. Agency:
Leo Burnett Co., Chicago.
SOLD OUT • NTA Film Network an-
nounced last Thursday that all commercial
time has been sold on the network's Shirley
Temple Holiday Specials and Premiere Per-
formance presentations of feature films.
Signed for participations were Harrison
Labs Inc., division of Technical Tape Corp.,
for its TenDay press-on nail polish, and
Technical Tape Corp. (Tuck tape) itself.
Business was placed through Product Serv-
ices Inc., N. Y.
concentrate on the small market level — or
those areas "that have so long been by-
passed by national advertisers." They also
intend to finance new 30-minute produc-
tions in conjunction with major tv distrib-
utors where the sales rights of these prop-
erties will be assigned to major syndicators,
reverting "after a period of time" back to
Regal.
Pabst Picks Y&R for Eastside;
Toigo Absorbs Duties at Schlitz
Two national breweries, Pabst Brewing
Co., Chicago, and Jos. Schlitz Brewing Co.,
Milwaukee, last week were undergoing
changes in their advertising setups.
Pabst announced Thursday it has ap-
pointed Young & Rubicam, Los Angeles, to
handle its regional Eastside beer account,
effective Jan. 1, 1958, after its relinquish-
ment by Leo Burnett Co. Eastside represents
about $1 million of Pabst's $8 million over-
all account, using radio-tv spot and spon-
soring sports and musical shows on Los
Angeles radio stations. No change is fore-
seen in Pabst's remaining lineup (Norman,
Craig & Kummel for Blue Ribbon, Old
Tankard ale, Andeker beer; Grey Adv. for
Pabst Sparkling beverages and Hoffman
beverages, and Bryan Houston for industrial
products) with the departure of Marshall S.
Lachner as president and assumption of
that position by Harris Perlstein [Adver-
tisers & Agencies, Oct. 28].
At Schlitz, John Toigo, vice president and
director of marketing, is expected to absorb
the duties vacated by Richard Steenberg,
who resigned as advertising manager two
weeks ago to join Showcase Productions,
New York.
SHIRT TALES • Phillips-Van Heusen Corp.
(Van Heusen shirts), N. Y., has purchased
total of six participations in Shirley Temple
Holiday Special programs on 63 stations
of NTA Film Network, using two participa-
tions each for three programs, scheduled
Nov. 2-3, Nov. 16-17 and Dec. 7-8. Phillips-
Van Heusen also has bought one participa-
tion in each of six weekly NTA Film Net-
work Premiere Performance presentations
of 20th Century-Fox feature films, starting
week of Nov. 10. Agency: Grey Adv., N. Y.
TAKE-OFF • Continental Oil Co. has re-
newed Whirlybirds, CBS Television Film, for
58 markets in south and southwest; Laura
Scudder Foods has renewed same series for
state of California. Desilu Productions will
produce 39 new episodes of program for
CBS-TV Film Sales.
TIMES TWO • American Tobacco Co.
(Pall Mall cigarettes), N. Y., renews co-
sponsorship of Harry Babbitt Show (Mon.-
Fri. 7:45-8 a.m.) on CRPN for 13 weeks,
starting Oct. 29, through Sullivan, Stauffer,
Colwell & Bayles, N. Y. Chefs Frozen
Foods on Nov. 4 starts co-sponsorship of
same program for 13 weeks through Show-
alter Lynch Adv., Portland, Ore. Both spon-
sors are on M-W-F, T-T alternating basis.
Broadcasting
pi iciMITCC DDICTI V who's buying what, where
DUOIilLOO DnILr L I rmm
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CHANNEL 5
brings you the
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England families local TV color over
WHDH-TV CHANNEL 5
AIR DATE
NOVEMBER
1957
New England's tallest TV
tower utilizing maximum
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in addition to Boston, such
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ABC Network is now in the nation's 6th
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WHDH carries into TV its 11-year history
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sports over
WHDH-TV CHANNEL 5
We pledge to serve Boston and
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Vice President and
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WHDH-TV
CHANNEL 5
first in sight in
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WHDH- Radio
50,000 Watts DIAL 850
first in sound in
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r
WORCESTER
SPRINGFIELD
HARTFORD §t
WHDH-TV
SALES AREA
Population: 6,271,300
Families: 1,830,600
Retail Sales: $7,652,484,000
NEW LONDON
\ # NEW
«. BEDFORD** 1 ^
9
4
Represented Nationally by
BLAIR -TV
WHDH-TV
PROGRAMS — Daily
5 Min. 10 Min.
34 Hour
Y2 Hour
1 Hour
Class A
7:00 PM -
11:00 PM
$625.00 $875.00
$1,000.00
$1,500.00
$2,500.00
Class B
11:00 PM-
12:00 M
312.50 437.50
500.00
750.00
1,250.00
5:00 PM -
7:00 PM
312.50 437.50
500.00
750.00
1,250.00
Class C
12:00 M -
Sign-off
187.50 262.50
300.00
450.00
750.00
Sign-on -
5:00 PM
187.50 262.50
300.00
450.00
750.00
SPOTS — Daily
1 Minute or
Chainbreak
Fixed Position (flat)
3 Plan*
5 Plan*
10 Plan*
Class A
7:00 PM -
11:00 PM
$500.00
$400.00
$350.00
$250.00
Class B
11:00 PM-
12:00 M
250.00
200.00
175.00
125.00
5:00 PM -
7:00 PM
250.00
200.00
175.00
125.00
Class C
12:00 M -
Sign-off
150.00
120.00
105.00
75.00
Sign-on -
5:00 PM
150.00
120.00
105.00
75.00
8 Second or
10 Second ID's
Class A
7:00 PM -
11:00 PM
$250.00
$200.00
$175.00
$125.00
Class B
11:00 PM-
12:00 M
125.00
100.00
87.50
62.50
5:00 PM -
7:00 PM
125.00
100.00
87.50
62.50
Class C
12:00 M -
Sign-off
75.00
60.00
52.50
37.50
Sign-on -
5:00 PM
75.00
60.00
52.50
37.50
*3, 5, and 10 plan spots are fixed, but subject to pre-emption on one week's notice for advertisers
who buy at the fixed-position, flat rate.
WHDH-TV
BOSTON
ADVERTISERS & AGENCIES continued
Movie Campaign Budget
Makes Room For Radio
Radio virtually has been promised an
important part in what may be a $3 million
movie comeback advertising campaign.
But whatever radio gets of the movie
industry budget, it probably will be in spite
of — not because of — eight-week radio tests
last summer in two markets. Results have
been considered by surveyors and movie
executives and finally tagged "inconclusive."
But an industry spokesman gives the assur-
ance that radio "will be included important-
ly" in planning.
The tests were financed by Theatre Own-
ers of America and the Motion Picture
Assn. of America and were conducted by
a subcommittee of the MPAA advertising
and publicity directors' committee.
Plans for the advertising campaign won't
be set for some weeks, but a $3 million
figure has been mentioned for the first year's
budget in a five-year industry drive. Costs
will be shared by the motion picture the-
atres of the country and MPAA.
To prepare for the national campaign,
the movie men ran eight-week radio tests
in Denver and Rochester, N. Y., using disc
jockeys in an ad lib approach [Advertisers
& Agencies, July 8]. The test schedule,
placed through Donahue & Coe, New York,
on all stations in both cities, called only
for station personalities to urge listeners
to go to the movies. No specific pictures
were named in the institutional drive, which
cost TOA and MPAA about $3,000.
What the survey showed in terms of a
national evaluation is questionable. The U.
of Denver research department, assigned
to survey results in that city, called it moot.
Blaming ""the severe limitations of this
study," it said, "It cannot be stated con-
clusively that [the campaign] did or did
not have an effect on movie attendance."
The surveyors, however, did find a positive
impact on the public; reporting that 51
listeners of 103 interviewed remembered
hearing movie plugs on the radio.
In Rochester, the theatres conducted their
own survey. They found a public awareness
but no substantial trend at the box office.
Si Seadler, advertising manager of Metro-
Goldwyn-Mayer, and chairman of the radio
test campaign subcommittee, said in his
report that the experiences in Denver and
Rochester should be taken into account
when national radio plans, if any, are set
up. He recommended the localized radio
approach for consideration. Sample radio
commercials will be played for the commit-
tee when it meets.
Six agencies — all old hands with movie
accounts — will be involved in placing the
national campaign. Besides Donahue & Coe,
they are Buchanan & Co., Cunningham &
Walsh, Monroe Greenthal Co., Blaine
Thompson Co. and Charles Schlaifer & Co.
Ritchie Inc. Moves to K&E
Harold F. Ritchie Inc., New York,
(Brylcreem and Eno sparkling antacid) has
named Kenyon & Eckhardt, New York, as
its agency effective Feb. 1 . Atherton & Cur-
rier, New York, currently services the ac-
1,311,000 PEOPLE
waiting at tha statian
station KSL radio
Powerful KSL Radio toots a 50,000
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well as the thousands of cities and
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So, get aboard this super express which
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]NCS 1956 Basic Service Area
KSL radio
50,000 WATTS
CBS for the Mountain West
Represented by CBS
Radio Spot Sales
Reaches and sells a GREATER SALT LAKE!
Broadcasting
November 4, 1957 • Page 55
ADVERTISERS & AGENCIES CONTINUED
FILM
counts. J. Walter Thompson Co. will con-
tinue as agency, for Scott's Emulsion, also
manufactured by Ritchie. "The change in
agencies," Maurice E. Bale, president of
Ritchie, said, "is taking place in spite of
the fact that our present agency has done
an excellent job for us over the years. The
fact is, however, that we have come to a
point in our growth where we have in-
creasing need for the kind of marketing
services which a larger agency is better
equipped to provide."
Kiley, Nicholas Join to Form
Their Own Indianapolis Agency
William F. Kiley, general manager of
WFBM-AM-TV Indianapolis, and Ted
Nicholas, who has been in a radio and tv
sales post at the stations since 1947, have
formed their own advertising agency, Kiley
& Nicholas, in that city. Offices have been
set up in the College Life Insurance Co.
Building at 3445 Central Ave.
The agency reports that it initially has 18
advertisers in central Indiana which it repre-
sents in the placement of advertising in
various media.
Crotty Heads Ellington Radio-Tv
A. Burke Crotty, executive producer for
the Ellington Co., New York, for seven
years, last week was named vice president in
charge of radio-tv
for the agency. He
has been with Elling-
ton 16 years and is
considered a pioneer
in the field of remote
telecasting. In his
new post, Mr. Crotty
succeeds Hal James,
who has joined
Doherty, Clifford,
Steers & Shenfield.
New York, as that
agency's vice presi-
dent in charge of radio and television.
MR. CROTTY
Falstaff Backs Giants on Radio
The Falstaff Brewing Corp. of St. Louis
will sponsor exclusive play-by-play broad-
casts of all San Francisco Giants baseball
games for the next three years, on Cali-
fornia's Golden West Network and at KSFO
in San Francisco, it was announced last
week.
EWR&R Resigns Cribben & Sexton
The resignation of the Cribben & Sexton
Co. account effective Nov. 15, because of
a client product conflict, was announced
last week by Erwin Wasey, Ruthrauff &
Ryan Inc., Chicago. The client has been a
radio-tv advertiser.
The conflict was posed by C&S's pur-
chase of the commercial division of Magic
Chef. McGraw-Edison's Toastmaster-Gris-
wold Div. (commercial cooking equipment),
was a client of the previous Erwin, Wasey
agency before its merger with R&R. The
second conflict was that of Cribben & Sex-
ton's Universal Gas Range line with the
Caloric line of Caloric Appliance Corp.,
an R&R client.
Page 56 • November 4, 1957
AGREEMENT REACHED
ON N.Y. FILM TAX
• NBC-TV not completely happy
• Talks have lasted 3 years
Representatives of the three television
networks and of independent tv stations in
New York last week were reported to be in
"substantial agreement" with the City of
New York on the rate of sales tax to be
paid on rentals of films telecast from the
city.
Television executives have been confer-
ring with city officials for more than three
years on this issue and the rate to be levied
has been the stumbling-block. NBC-TV re-
portedly still is not completely happy with
the "final" proposal of the city and though
other networks indicated they would go
along with the city formula, they said they
would join NBC-TV if a more favorable
rate could be obtained. A meeting with city
officials is expected to be held after election
day tomorrow (Tuesday), but no date has
been set.
By city definition, a rental of personal
property is a license to use, and is consid-
ered a form of sale in that it is a transfer of
property. The rental therefore is subject to
the 3% retail sales tax under a specific sec-
tion of the city sales tax law. About 12
years ago, the city was sustained by the New
York Court of Appeals in an action brought
against United Artists Corp. for a tax on
exhibition of films in theatres. Therefore,
the distributor of films collects the per-
centage from the individual theatre, the
ultimate user, and pays it to the city.
The city, therefore, has contended that
rentals on all films telecast from New York
also are subject to the sales tax. Television
representatives have not contested the city's
position on the subject, merely the rate to
be applied. They point out that about one-
half of the independent tv station's audience
lies in the city proper and only about one-
twentieth of the network's audience is in the
city. At the outset, stations argued for a
rate equal to 50% of 3% of the rental costs,
and networks 5% of 3% of the costs.
The proposal that city officials claim is
"final" is 65% of 3% for independent tv
stations and 15% of 3% for networks. Rob-
ert Dreyer, general counsel of DuMont
Broadcasting Corp., served as spokesman
for the three independent tv stations — Du-
Mont's WABD (TV) as well as WPIX (TV)
and WOR-TV — during the negotiations. He
indicated the city's proposal is acceptable to
the stations. WATV (TV) Newark, which
also telecasts in the New York area, is not
involved in the negotiations because it does
so from Newark.
The anticipated settlement is expected to
bring the city "several hundred thousand
dollars" in retroactive tax collections for
the six or seven years that tv film presenta-
tions have been a major factor in tv. Tele-
vision executives said they had not com-
puted what they would have to pay.
Under the city's proposal, all films tele-
cast from New York are subject to the tax.
This would include shows filmed expressly
for tv, including commercials as well as
products released to tv from theatrical film
sources.
In their arguments to the city, television
executives mentioned that an objection-
able rate might drive film originations out
of town. One spokesman said it is possible
a station or network could originate its
filmed shows from Newark or from Holly-
wood, where there is no city sales tax on
film exhibition. It could not be ascertained
whether the network or stations are strongly
considering the shifting of their point of
origination of filmed programs, even when
an agreement is reached with the city.
Though the overwhelmingly large bulk
of filmed programming is produced in Holly-
wood, a spokesman said, "a sizeable propor-
tion" of network shows originates from
New York. Networks are reluctant to shift
some programs to the West Coast because
the larger advertising agencies, based in
New York, want to maintain close liaison
with the networks on such activities as
screening and integration of commercials.
Another consideration is that the large film
distribution companies are centered in New
York and the networks prefer to remain
close to their source of supply.
Live television programs are not at issue
in the current negotiations. It is. said that
such productions pay city sales taxes in
many areas, such as the retail sales tax
on furniture and equipment bought for
staging and the gross business tax of one-
fourth of 1 % on the enterprises. Network
officials said there are similar taxes in
Hollywood.
United Artists Announces
Plan to Make Films for Tv
Although no details on operation are to
be made known for "at least" two weeks.
United Artists Corp. last week made public
its intention to form a new subsidiary
which not only would produce special films
for television, but also sell them to adver-
tisers and agencies. UA's intention to enter
this field first was disclosed in an exclusive
Broadcasting interview last spring with the
firm's president, Arthur B. Krim [Film,
June 10].
These tv properties would be produced
along lines similar to UA's system of pack-
aging theatrical films: financing independent
producers in exchange for distribution priv-
ileges. Some 50 such projects are said to
be under consideration and UA hopes to
have such properties ready for sale and
showing in the 1958-59 season.
UA is growing rapidly, according to fig-
ures released by Mr. Krim. Not only has
the firm diversified by establishing various
subsidiaries to handle such activities as
music publishing and phonograph record
production, but UA last week also an-
nounced it has entered theatre management
in New York. Gross revenues in the nine
months ended Sept. 30 have risen from $47
million (for the similar period in 1956) to
$52.5 million and unofficial figures point
to a 10% gain in net income for that pe-
riod. By 1959 UA hopes to be earning
$100 million in revenues and be firmly en-
trenched in the tv financing-distributing
business.
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Broadcasting
November 4, 1957 • Page 57
Overnight, a century-old French novel became a collector's item . . . when it was
assigned as the first book on New York's first television course for college credit.
The New York Times reported : "Demand Floods Shops . . . bookstores and libraries
were in a dither yesterday trying to fill the unexpected demand for Stendhal's
'The Red and The Black'. Book salesmen reported sellout." In the follow-up rush
of reorders from booksellers, Random House cleared out an additional 4,000 copies
of the novel in the next three days.
But here's the payoff : this mad scramble for a book resulted from a television
program at 6:30 in the morning! & special Trendex study indicated an audience
upwards of 74,000 viewers got up before dawn for Dr. Floyd Zulli's first lecture
on "Sunrise Semester," new WCBS-TV education series produced in cooperation with
NYU. New York's Daily News aptly summed up the excitement: "Channel 2's
Sunrise Semester Goes to Head of Class."
"Sunrise Semester" did much more than establish another noteworthy television
first. It proved that television, expertly utilized, is an invaluable medium for
the extension of education to the greatest number of people. And that any time
is good time when it's on CBS Television's key station in New York. . .
Channel 2 • CBS Owned • Represented by CBS Television Spot Sales WCBS-TV
SPECIAL REPORT ON TOLL IV
LANGER'S B ARTLES VI LLE SURVEY
TOSSED INTO TOLL TV RHUBARB
• Celler argues against pay tv with Porter in New York
• NBC declines Zenith challenge to debate the issue
• 'Broadcasting' revisits Bartlesville to find some answers
SEN. LANGER
man Paul A. Porter,
The champions of free and fee tv renewed
their jousting with added vigor last week,
highlighted by the efforts of anti-subscrip-
tion congressmen to throw on-the-record
sentiments of the American people into the
debate.
The familiar faces of the old guard were
there.
Sen. William Langer (R-N. D.) drew an
avalanche of questionnaire returns from
Bartlesville, Ok la.,
home of the new
Telemovie system,
which overwhelm-
ingly opposed pay
tv, but questioned
whether their local
service belonged in
this category.
Rep. Emanuel
Celler (D-N. Y.)
squared off in a New
York debate against
former FCC chair-
Washington counsel
for Paramount's International Telemeter
Corp. (page 68).
Another debate failed to materialize when
NBC declined to act on a challenge from
Zenith Radio Corp. to argue toll tv in a
public forum (page 68). Ted Leitzell, assist-
ant to E. F. McDonald, Zenith president,
had bristled at NBC President Robert Sar-
noff's earlier remarks that pay television
would crush the viewers' opportunity to
choose between pay and free tv.
And, in an effort to find out some of this
viewer thinking, Broadcasting last week
revisited Bartlesville to find out what has
happened in the two months since Tele-
movies were introduced and just what was
the public reaction to it as well as to the
Langer questionnaire (see pages 62, 64).
Post cards on toll tv began flooding two
areas of the government in Washington last
week.
Up on Capitol Hill, the office of Sen.
Langer began receiving the first batch of
yeas and nays from Bartlesville families on
how they liked pay tv.
As of noon last Friday, 1,662 responses
to Sen. Langer's one-man postal card survey
had been received in his office. Of these,
he reported. 1,430 voted against pay tv, 113
were for pay tv and 1 19 answers were neither
for nor against the principle of paying for
television.
More than 150 of the responses noted
energetically that there is a difference be-
tween subscription television and Tele-
movies. In the Telemovies system operating
in Bartlesville subscribers pay $9.50 plus tax
per month to see first run and rerun motion
pictures via coaxial cable on their tv sets.
And, at the FCC, mailbags full of printed
post cards were being received at the instiga-
tion of Michigan State Sen. Harold M. Ryan.
Mr. Ryan began a one-man crusade against
pay tv three weeks ago in Detroit [Govern-
ment, Oct. 21].
As of Friday, the FCC had received al-
most 3,500 cards against toll tv. They were
being sent over from the White House in
mailbag loads. The cards are addressed:
"Federal Communications Commission, c/o
The White House, Washington 25, D. C."
On Oct. 24, Sen. Langer mailed a personal
letter to all 8,000 families in Bartlesville
asking their opinion of pay tv. Enclosed was
a card with a box to check in favor or
against "pay-as-you-see tv," and a place for
names and addresses.
The North Dakotan's letter said he was
writing as a member of the Senate Anti-
trust & Monopoly Committee, a subcommit-
tee of the House Judiciary Committee. Sen.
Langer is the ranking Republican on this
subcommittee.
"Personally and as a United States senator
I have been opposed to pay-as-you-see tele-
vision, because I believe it will ultimately
result in poor people getting poorer pro-
grams, while those who can afford to pay
will get better programs," Sen. Langer said.
The North Dakota Republican said he
would submit all responses to the Antitrust
& Monopoly Committee.
He asked that the postal cards be returned
before Nov. 4. The cards were common
business reply cards, although bearing Sen.
Langer's frank.
A review of the postal cards bearing
comments showed that Bartlesville was well
indoctrinated. Many of the cards vigorously
noted that Telemovies was not pay tv. Many
others objected to Sen. Langer's attitude
toward pay tv: They emphasized that al-
though they may be for or against it, they
thought it should be allowed to prove itself
in the competitive marketplace.
Comments on returned cards favoring toll
tv ran a variety of reasons. Economy for
large families was one notation. Another
qualified his approval "if advertising is pro-
hibited." A third noted that he enjoyed the
lack of commercials.
Those who opposed subscription tv and
inscribed comments covered a wide range.
One stated he likes tv as it is, thought some
of the commercials were "real good." An-
other declared he was not in favor of tv "in
any form. I think it is the worst thing that
has happened to us."
Earlier this month Sen. Langer announced
that he would introduce a bill to prohibit
toll tv [Government. Oct. 14]. He said
that current laws neither authorize nor pro-
hibit subscription television. He added that
millions of people would be deprived of
free tv programs if pay tv is authorized.
Pending in the Senate is S 2268 to prohibit
pay tv submitted by Sen. Strom Thurmond
(D-S. C). In the House, Rep. Emanuel Cel-
ler (D-N. Y.) is the author of HR 586. also
to prohibit toll tv. Rep. Oren Harris (D-
Ark.), chairman of the House Commerce
Committee, has announced that he intends
to hold hearings on Rep. Celler's bill as soon
as Congress reconvenes in January.
TOLL ISN'T THE WORD FOR IT
A fast lesson in Sooner-style semantics
was given Sen. William Langer (R-N. D.),
of the Senate Antitrust & Monopoly Com-
mittee, by Henry S. Griffing, president of
Video Tndeoendent Theatres Inc., Okla-
homa City. The theatre chain operates the
Bartlesville, Okla., Telemovies test project
(see page 64).
Sen. Langer has polled everyone in
Bartlesville for a yes-or-no vote on pay tv,
throwing the city into a tv tizzy and throw-
ing up one more hazard for the Telemovies
service.
Telemovies, Mr. Griffing wrote the Sena-
tor Thursday, is a wired system of de-
livering motion pictures in the living room,
using vacant places on the tv dial. Telemovie
service is not pav tv, he explained.
He regretted Sen. Langer hadn't checked
the Bartlesville project "before writing our
customers and issuing a press release. I
hope vou haven't hurt our business as I am
sure this was not your intention."
"Our theatres have been in business in
Bartlesville for 28 years," Mr. Griffing
wrote. "In the last few years television has
kept many of our customers at home. Three
theatres have been abandoned. In the face
of this we are trying, just like any other
merchant, to give more service and deliver
Page 60
November 4, 1957
our merchandise to the customers."
Mr. Griffing explained it is "optional with
the customer if he wishes to supplement his
television reception with motion picture en-
tertainment."
"Surely," he said,
"since you are on the
antimonopoly com-
mittee, you must
think competition is
all right. We just
want to continue sell-
ing motion pictures
in Bartlesville.
"Now, like you,
we are opposed to
pay tv. You see, if
the motion picture
producers sell to the
500 tv stations for pay tv, they will bypass
19,000 theatres and we will be forced to
close because we won't have any pictures to
sell. I am not surprised that you couldn't
understand our situation in Bartlesville from
some of the news stories. They have been
pretty confusing. Since ours is a local ven-
ture, we don't come under the FCC, so that
part of your press release was in error."
The letter concluded: "If you ever get
down to Oklahoma, drop in to see us."
Broadcasting
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let him fill you in on the details of this new lineup.
Broadcasting
November 4, 1957 • Page 61
SPECIAL REPORT CONTINUED
WHAT'S THE BARTLESVILLE PULSE?
LANGER RAISES SOME PRESSURES —
Some of the citizens of Bartlesville, Okla.,
most door-belled spot in the nation, lost
part of their civic composure last week when
a U. S. senator started polling everybody in
town.
The local citizens have tolerated countless
professional and amateur survey units since
Sept. 3, when the city became a proving
ground for paid home reception of theatre
movies.
But when Sen. William Langer (R-N. D.),
of the Antitrust & Monopoly Committee,
sent long letters about pay tv, accompanied
by a postcard questionnaire, many of the
residents took a dim view of congressional
nosiness. The thing became downright funny
when businessmen received senatorial letters
addressed, "Hon."
In any event, the deluge of official letters
spurred interest in the Telemovie service of
Video Independent Theatres. Bartlesville has
taken Telemovies in stride. Nobody is very
much excited. It's just a new service that
many like, and many more don't buy.
A good share of citizens contacted in
homes, business places and on the side-
walk figured the senator is ignorant of what
is happening in the northeasern corner of
Oklahoma. They took a common slant — this
politician can't tell the difference between
pay tv and the movies wired into homes.
Video Independent has done a good job
selling its semantics — "Telemovies,'" and ex-
tension of the theatre into the living room
tv set.
A lot of residents naturally were impressed
by the fact that a U. S. senator thought
enough of them to ask for their individual
votes.
Some thought enough of the poll to write
back their ideas. Here are some of the com-
ments made in letters to Sen. Langer:
Newell G. Welty, Foster Petroleum Co.
executive: "The local Telemovies bear as
much resemblance to pay tv as a U. S. sen-
ator's cry for a balanced budget bears to his
vote for a home state pork-barrel fund."
Will D. Parker: "There are too many
important things going on in the world to
have our Washington representatives con-
cerning themselves with relatively unimpor-
tant ideas which are not even factual."
Loren C. Steel," manager of a large ma-
chine shop: "TM will provide employment.
We still plan to watch free tv. Maybe TM
will keep the family at home more."
Many thought it strange that the senator
loaded his survey by coming out with an
anti-pay tv statement in the accompanying
letter. William Radcliff, manager of Crown
Drugs, took a stand in common with a
good many others: "They've got a product
to sell, like the phone company. We can
take it or leave it alone. What business is
it of Sen. Langer's? We received his letter
at the store but won't bother answering it."
Taking a different tack was R. W. Davies,
insurance agent, who said, "the senator has
a valid point when he says paid television
would put television on a price basis, with
people getting only what they can afford
Page 62 • November 4, 1957
to pay." He, too, said that pay tv and Tele-
movies service are entirely different.
It quickly became obvious that the re-
sults of the Langer questionnaire may not
match the early comments of those who
received letters. Many mentioned this point
after reading the early paragraphs of the
letter, with its comments about the evils of
paid television. Few residents have a very
clear idea what pay tv is, but they know
what they believe it isn't — Telemovies.
"I sent him a nasty letter," said D. W.
Shugars, executive editor ofthe local Exami-
ner-Enterprise. I explained he didn't have
any reason to use Bartlesville in his fight
against pay tv."
The newspapers carried an editor's note
in the United Press story about the Langer
poll, explaining, "Sen. Langer is apparently
as confused as Eastern publications in label-
ing the local Telemovie project as pay tv.
The project is not in any sense a pay-tv
project in that it does not use air channels,
but instead uses commercial cables as its
transmitting means. The project has not
received permission or authorization by the
FCC because the project does not come
under the Commission's jurisdiction."
A Phillips Oil Co. chemical engineer,
who was looking at the stock market quo-
tations in the Burlingame Hotel lobby, said,
"fhe senator showed, by his letter, he had
made up his mind before he started the
survey." The oil executive wouldn't let his
name be used.
A semi-retired hotel man, Paul R. Ney-
man, asked, "How does this little deal down
here affect Sen. Langer?
"I don't get the idea, and his letter wasn't
clear. I don't have Telemovies, and I
wouldn't want to have to pay for all tele-
vision service."
Mr. Neyman reflected a familiar feeling
when he suggested that local people will de-
cide whether the Telemovies idea is success-
ful and they don't need any help from
Washington in making up their minds.
RESIDENTS UNDECIDED ON TM — The
universal belief voiced in Bartlesville as two
months of TM service (one month free)
came to an end was this — Nobody can tell
at this time whether paid movies in the living
room will succeed. It's too soon to draw
conclusions — months too soon.
One businessman who was among the
early subscribers decided last week to drop
TM. He asked that his name be withheld for
obvious business reasons. "They started out
with a splash — 'Pajama Game' — but now
the quality trend is downward," he said. "In
two months I've seen only five movies worth
looking at. The pictures don't reduce well
on the tv set. Some movies are blurred on
the edges. A lot of the big epic films look
bad on a small tv screen."
The technical quality of the Telemovies
images on home tv sets is about the same as
service from the three Tulsa tv stations,
judging by comments of most subscribers.
Most frequent criticisms were fuzziness and
cropping of heads.
Mrs. Logan Taylor, whose home be-
came a haven for reporters and surveyors
after it was mentioned in the Sept. 9
Broadcasting article on Bartlesville, said
the family likes Telemovies but doesn't look
as much as anticipated "because there are
so many things to do." The Taylors have
two children, 3 and 6. "The children like
the new Sunday matinees," she said. "We
see possibly three Telemovies a week when
Mr. Taylor is in town." He is a Phillips
Petroleum Co. executive.
The Taylors have the Langer letter, but
Mrs. Taylor won't decide whether to answer
until her husband returns from a trip.
The family of M. T. Balds figures their
Telemovie service is too expensive and may
drop it despite the fact it means the family
can see movies without going to the theatre.
Regular tv programs and the fights are still
popular in the Balds' home.
Mrs. Alta Riggs, who lives with her
teenage daughter said "Some of the movies
aren't too clear." She added that sometimes
they chop off parts of a head. She figured
that was due to some technical detail in
putting wide-screen movies on a tv screen.
She said there was only one other set in
the neighborhood and didn't seem to mind
paying the extra tax on the $9.50 bill.
J. Fred Case, president and general man-
ager of KWON Bartlesville, said he has
found no observable impact on radio listen-
ing since Telemovies began. He has treated
high spots of the service as a news item,
mentioning the visit of Sen. Robert S. Kerr
(D-Okla.) at an Oct. 21 Telemovies promo-
tional luncheon.
"It's being tried in the marketplace of
public opinion," he commented. He feels
TM should be regulated, pointing out that
it now avoids regulation by the Federal
Trade Commission, FCC and industry
groups.
Ralph L. Smith, Examiner-Enterprise re-
porter, said there's a real need to define the
terms used in the various forms of paid tv
and movie service. Like others on the news-
papers, he feels the Video Independent
group will eventually sell advertising on
Telemovies. He suggested this new medium
should be subjected to Federal Trade Com-
mission jurisdiction, just as other media are
regulated. He said the 545 subscription list
isn't at all low since only 38 of the planned
80-odd miles of cable have been built, and
many newer residential areas aren't serv-
iced. "We'd like to see it go, even if it might
be an advertising competitor," he said. The
newspapers, carry about a column a day of
theatre advertising plus double spreads. The
Telemovies project hasn't been given much
news treatment except in a 20-page special
Sunday edition, Oct. 20.
"How can they call it a flop?" Mr. Smith
asked, recalling a national newspaper's
bearish story and some of the amusement
journal pieces. He has his own telephone
list of 50 Telemovies subscribers and calls
them occasionally. "Out of 50, only four
have dropped it," he said. "A few hardly
use it, and others like the pictures. Some are
getting choosy and spending more time look-
ing at tv."
Broadcasting
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market place are saying the new Printers' Ink helps
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This is another achievement of the new Printers'
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need: Quick and accurate reporting and analysis,
from their point of view, of events in the trade and
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The latest techniques and approaches to problems —
whether in designing an ad, buying publication space
or time on the air, writing television commercials, or
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The new Printers' Ink is a sales instrument of in-
comparable power for you who sell to the national
advertising market. Printers' Ink offers a larger audi-
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Delivers more — by far — total executive circulation
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SPECIAL REPORT ON TOLL TV continued
BARTLESVI LLE REVISITED
Telemovies has ups and downs, but it's too early to predict outcome
Nine weeks ago when Video Independent Theatres Inc. started piping movies
into Bartlesville home tv sets by wire, BROADCASTING Associate Editor Earl B.
Abrams was on the scene [LEAD STORY, Sept. 9]. Since then there have been
many conflicting reports on the project's progress. To get a clear picture, Senior
Editor J. Frank Beatty last week revisited Bartlesville for this on-the-spot report.
The eyes of the entertainment and media
worlds are on the high-income city of
Bartlesville. in northeastern Oklahoma, but
hardly anyone in the city is aware that there
is anything historic or unusual about the
paid living-room movies that go into 545
homes.
Two months of Telemovie (TM) service
have produced important lessons on the
way a new communications service should
be started. Business observers and pulse
feelers who have swarmed over the place
have left with a lot of TM information but
few conclusions.
No careful observer has been willing to
predict flatly that TM will work, won't
work or even that it may provide an extra
income for movie theatre operators — some-
where between the dollars gained from pop-
corn and from screen advertising.
Even Henry S. Griffing, president of
Video Independent Theatres Inc., doesn't
figure he can decide in less than a year
whether TM will work. He has a lot at
stake — a possible $50,000 loss for the first
year. In addition he has plans to hook up
over a score of cities, including such places
as Oklahoma City, if this new medium
catches hold in Bartlesville.
The 545 homes hooked up Nov. 1 will
produce a TM box office take of $5,000
in November, plus any income from new
subscribers joining early in the month —
provided they all pay their $9.79 monthly
bills.
This $9.79 caught quite a few subscribers
by surprise, since the list price of TM is
$9.50. Local folk are accustomed to taxes,
so they seem to be accepting the extra levy
without much grousing.
The extra 29 cents is caused by a 2%
state tax (19^) and a 1% city tax (10«0.
The city tax is levied on Video Independ-
ent's TM subsidiary, Vumore Co., and passed
on to the consumer.
"Our collections are very good," said
C. O. Fulgham, vice president of Video
Independent Theatres.
Not all was bright in Bartlesville at the
end of October, however. A little flurry
of cancellations was apparent to an ob-
server around the beautiful Vumore TM
plant. These apparently could be traced in
part to unhappiness about the October
films fed over the two TM circuits — first
runs on ch. 3 and reruns on ch. 5.
Video Independent people conceded pri-
vately there had been some dogs in the
programming, nothing new to theatre op-
erators. But they brightened when they
looked over the list of November features.
An unexpected hazard hit Bartlesville at
the month end when the Senate Antitrust
and Monopoly Committee got into the act.
Video Independent executives were wonder-
ing what senatorial snoopers might do if
they started prowling around Oklahoma.
Most every home in Bartlesville received
a letter from Sen. William Langer (R-N.D.)
and mostly they thought it was pretty strange
business for a senator to send what was
widely deemed a loaded questionnaire.
A lot of them were impressed, however,
and sent in answers (see Langer story,
page 60).
After two months Vumore is getting
ready to do its first hard-selling of TM.
Thus far the promotion has been designed
to let Bartlesville and the nation know that
TM was in operation. Now Vumore is get-
ting ready for door-to-door selling and
would like to see at least another 200 sub-
scribers by Dec. 1.
Bartlesville revisited offers these observa-
tions:
• Tv sets in TM homes are working over-
time.
• Movie attendance doesn't seem to have
suffered: any drop-off could easily be
ascribed to such things as flu.
• Censoring of movies isn't an apparent
problem and scarcely any complaints have
been heard about the moral aspect of TM
films.
• The quality of TM signals isn't consid-
ered any better than the three Tulsa tv sig-
nals by most TM subscribers contacted by
Broadcasting. Some complain of fuzzy
edges, cropping of people in the scenes and
Page 64 • November 4, 1957
Broadcasting
the lack of detail provided in tv production.
• Tulsa agencies are interested, but less
so than a month or two back. They aren't
worried about 545 homes in a 300,000-
circulation region.
• Tulsa stations aren't napping but they've
felt no particular TM impact yet.
• Video Independent hasn't backtracked
on its flat statement that no TM advertising
is contemplated. "We're not in the adver-
tising business," Mr. Griffing said, answering
this question for the thousandth time.
This isn't ■ technically accurate because
the big southwestern chain sells a lot of
advertising on its theatre screens. Several
questions about the chance of buying TM
advertising have been construed as feelers.
One unusual twist to the Langer ques-
tionnaire was this question asked frequently
by people in Bartlesville, "You mean they
don't have this in other places?"
Judging by nearly a hundred local inter-
views, families with TM service are spend-
ing a little more time looking at their tv
sets. Some are let down because a lot of the
films aren't as good as "Pajama Game," the
Sept. 3 opener. Solid tv programs are still
viewed in TM homes but some of the tv
time is going to TM. Groups gather at TM
homes, much as was the case in tv's early
days, but this may taper off when TM loses
the novelty element.
All the national publicity doesn't fool
Mr. Griffing. It's heady stuff, he concedes,
but he's more interested in local TM cus-
tomers than national acclaim.
Starting in December he expects to pub-
lish a Vumore fan magazine that will list
TM shows plus the month's programs of
Tulsa tv stations.
Two months of Telemovies in Bartlesville
have taught Video Independent some basic
lessons in programming for this new type of
"theatre audience," Mr. Griffing said, but he
felt the basic idea of the service is holding
up, and no major mistakes have appeared.
"There's one thing we might have
changed," he added. "We prematurely an-
nounced we were going to have our own
facilities in Bartlesville and then discovered
the telephone company wouldn't give us
permission to rent its share of the poles."
Instead of paying $3,290 per month, or
nearly $40,000 a year to deliver the service
over the 38-mile, 5-channel grid, Mr. Griff-
ing would prefer to pay $1.50 per pole per
year for his own cables. Video Independent
installed the original cables in Bartlesville
but then had to sell the facility to the tel-
ephone company and start paying rent. Mr.
Griffing thought this cable-renting idea
might be more practical than ownership of
the grid in the case of a larger city. He has
pole permits in 36 cities in New Mexico,
Texas, Oklahoma and Mississippi.
He hasn't the slightest idea, however, of
extending Telemovies to any other city
until Bartlesville's lessons have been well
learned. He hasn't changed his belief the
test must run at least a year or 18 months,
the time he figures will elapse before Bartles-
ville emerges from the red ink.
As to programming, Video Independent
has found that subscribers want comedies,
cartoons and juveniles, as well as first-run
and re-run features. This might be due to
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Stan BrowrT^l *" selling success is a living chronicle of a
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that happens in and around Denver or of interest to
' Denver people— no matter where it is!
For full details, call your KATZ man
or Lee Fondren in Denver.
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Broadcasting
November 4, 1957 • Page 65
SPECIAL REPORT ON TOLL TV continued
subscribers' television training. Starting Oct.
20, a Sunday children's matinee (1-4 p.m.)
was added as the company acted quickly
to meet program tastes.
"Do you believe this is the ultimate form
of Telemovies?" Mr. Griffing was asked.
"It's only the beginning," he said. "So
far there's no reason to change the $9.50
monthly rate. We have no plans to use a
meter system. If a central billing plan can
be developed, we might be interested if it
isn't too costly, doesn't increase maintenance
and overhead, and protects privacy so serv-
ice can't be stolen."
Several manufacturers have been con-
tacted, but none has produced a central
metering system that would permit a lower
monthly fee plus charge for films actually
viewed, according to Mr. Griffing. "We
might give it a whirl if a gadget appeared,"
he said, "but we don't want meters in
homes."
He conceded the Telemovies service could
use more top-grade films but explained,
"There never have been enough good films."
Availability of film prints offers another
problem. Oklahoma City film distributors
get five prints of a feature film to supply
400 accounts. This requires fancy schedul-
ing and is a major factor in the booking of
Telemovies. If MGM and Twentieth Cen-
tury-Fox join the other major Hollywood
suppliers by serving Video Independent's
Bartlesville service, the scheduling problem
will be eased and the service improved,
Mr. Griffing predicted.
Some films are shown on Telemovies
service before they appear on Bartlesville
theatre screens. Some are shown simultane-
ously and some later than theatres, depend-
ing on the availability of prints.
It isn't likely any fixed film payment plan
is imminent. Producer-distributor groups
will have access to Video Independent's
books. Best guess at this point is that pay-
ment for use of prints on the Telemovies
circuit will be an adoption of a common
theatrical formula — 35% of revenue goes
to the source of film supply. The suppliers
are watching Bartlesville closely but they are
a long way from knowing how much they
will get out of the oil town's living-room
exhibitions.
Mr. Griffing said there hasn't been any
check made on the 32 disconnects. He fig-
ures this might be an average disconnect
figure a year from now, since subscribers
have no contracts and can drop out anytime
they choose. A number of the disconnects
were "monitors" selected in August and
September to make reports on signal quality
and service in general.
Mr. Fulgham recalled an earlier state-
ment that Telemovies service isn't like an
opening night on Broadway, where the suc-
cess of a show is frequently decided in a
single evening. "Our list of 545 subscribers
is highly encouraging because we had ex-
pected only 225 by Nov. 1. Wait until our
first sales promotion campaign gets under-
way and sales crews get to work."
The grid in Bartlesville, making Tele-
movies available to 4,500 of the 8,000 homes
in the city, reaches much of the older area
Page 66 • November 4, 1957
where incomes are lower than in the newer
outlying areas, Mr. Fulgham said. "If the
whole town were wired, we'd have at least
800 subscribers," he contended. One higher-
income subscriber spent $100 with a service-
man to have all foUr of the tv sets in his
home wired for Telemovies.
According to Mr. Fulgham, women are
able to see part of a feature film in the early
afternoon, bring the children home from
school and pick up the show in the evening
or possibly the next day. The features range
from 75 to 120 minutes, with an average
of 105. Little editing is done to adapt films
to the clock.
The switching gadget attached to the
back of tv sets by Video Independent was
built in its own shops because suitable de-
vices weren't available at what the company
felt was a reasonable price, Mr. Fulgham
said.
Tulsa broadcasting and agency circles
are "interested" in the goings-on at Bartles-
ville, 70-odd miles to the north, but it's a
mild sort of curiosity.
Oscar E. Payne, president of Watts-Payne
Adv., Tulsa, said most advertising folks in
the city aren't paying much attention to
Bartlesville's experiment now that the open-
ing excitement has subsided. "There was
more interest at the AAAA meeting in
Chicago recently than in Oklahoma," he
said, since agency executives expected every
Oklahoman to be an expert on wired tv.
Mr. Payne wondered if home subscribers
might tire of the service after a few months.
He said the audience isn't large enough at
this point to concern media buyers.
J. Burr Gibbons, president of Gibbons
Adv. Agency, Tulsa, said bluntly, "We don't
know enough about Bartlesville to draw
any conclusions," taking the same position
as Mr. Griffing and his Video Independent
executives.
Dee Freiday, radio-tv director of the
Gibbons agency, said many regional adver-
tisers buy Tulsa and Oklahoma City tv
stations, getting most of the population
centers in the state through their coverage.
The small list of Telemovies subscribers in
Bartlesville has no effect on a timebuying
decision now, she said, noting that nine
out of ten homes in the town have tv
but only one out of nine of these homes
have wired service. A frequent visitor at
her parents' home in Bartlesville, she said
the old residents of the town figure wired tv
is a colossal flop, and not worth all the
excitement. The "upper crust" isn't excited,
either, she noted.
J. C. Richdale Ir., vice president of
KOTV (TV), Corinthian station in Tulsa,
said the station is "concerned and not at
all relaxed" as it watches developments.
"Wired tv could make an important change
in free broadcasting," he reminded.
The Labor Day "excitement" has sub-
sided, he said. "Everybody was talking about
Bartlesville then," he recalled. "Now it's
not much of a conversation piece." He said
there was "no impact" on KOTV that is
discernible since a good Tulsa signal can
reach over 314,000 families and there are
only about 540 Bartlesville homes with
Telemovies. He was careful to explain, how-
ever, that the 200,000 sets outside metro-
politan Tulsa are an important market and
the possible loss of a segment of viewers
would not be treated lightly.
Mike Shapiro, managing director of
KTUL-TV Tulsa, doesn't believe any definite
conclusions on the total impact of Tele-
movies can be reached for a year. "If the
goal of 3,000 wired homes were reached
and if every subscriber abandoned free
tv viewing altogether," he said, "the total
loss of Tulsa station tv circulation would
be less than 1 % . This would be offset
quickly by the normal increase in circula-
tion as non-tv homes buy sets. As an
NARTB member station we are in full
accord with that organization's actions. I
believe Telemovies service, though not a
major threat, must be watched closely.
It could have a major effect if popularity
of the service grew faster than anticipated
by those close to it."
Charles Larkins, KTUL-TV promotion
director, said a number of Bartlesville resi-
dents interviewed at KTUL-TV's state fair
booth Sept. 28-Oct. 4 didn't think much of
the Telemovies idea. These were non-sub-
scribers. A number feared there will be a
utility or some other kind of tax on the
monthly Telemovies bill.
Another Broadcaster Reports
He Would Join Toll Tv Test
One more broadcaster has announced he
will apply for FCC authority to participate
in subscription tv tests.
The information came as additional re-
plies were received to a Broadcasting in-
quiry on plans and arrangements sent two
weeks ago to all station operators in the
20 cities which meet the FCC's initial cri-
terion for the three-year test period — four
Grade A tv signals [Lead Story, Oct. 28].
Joining the broadcasters who categorically
said they were planning to apply for pay tv
authority is Nathan Safir, KCOR-TV San
Antonio, Tex. (ch. 41).
The others are ch. 17 WKDN-TV Cam-
den, N. J.; ch. 17 WITV (TV) Fort Lauder-
dale, Fla.; ch. 20 KBAY-TV San Francisco,
Calif.; ch. 25 WCAN-TV Milwaukee, Wis.;
ch. 44 WOPT (TV) Chicago, 111., and ch. 32
KSAN-TV San Francisco, Calif.
WITV, KSAN-TV and now KCOR-TV
are operating stations.
Other additional replies were either cate-
gorical negatives or qualified.
To the 18 who said outright they had no
plans to apply were added: Robert W.
Sarnoff, NBC president; John B. Soell,
WISN-TV Milwaukee; Fred M. Thrower,
WPIX (TV) New York; Alex Keese, WFAA-
TV Dallas, Tex.; Joe C. Drilling, KJEO
(TV) Fresno, Calif.
Don McGannon, president of Westing-
house Broadcasting Co., said: "The matter
is being studied. We don't expect to reach a
definite answer for 30 days."
And Frank H. Altoerffer, WLAN-TV
Lancaster, Pa., holding a permit for ch. 21
there, said: "We are certainly interested but
have not come to any definite conclusions."
Broadcasting
You can have a
Balanced Low-Fat Breakfast!
Recently scientific and medical authorities
have stated that there will probably be a
trend in this country to less rich diets which
means less calories in the diet. Because fats
are such a concentrated source of calories,
a moderate reduction of fat intake will result
in a generous reduction of calories.
Medical and nutrition authorities when rec-
ommending that the fat intake of the diet be
lowered state that a low-fat breakfast should
provide well-balanced nourishment. A basic
cereal breakfast pattern shown below has found
wide endorsement because it makes a worth-
while contribution of complete protein, essential
B vitamins, and minerals to the daily diet and
is low in fat.
Basic Cereal Low-Fat
Breakfast Pattern
Orange juice, fresh, V2 cup, Cereal,
dry weight, 1 oz., with whole milk,
14 cup, and sugar, 1 tsp., Bread,
white, 2 slices, with butter, 1 tsp.,
Milk, nonfat (skim), 1 cup, black
coffee.
Nutritive Value of Basic Cereal
Breakfast Pattern
Calories 502
Protein 20.5 gm.
Fat 1 1 .6 gm.
Carbohydrate 80.7 gm.
Calcium 0.532 gm.
Iron 2.7 mg.
Vitamin A 600 I. U.
Thiamine 0.46 mg.
Riboflavin 0.80 mg.
Niacin 3.0 mg.
Ascorbic Acid 65.5 mg.
Cholesterol 32.9 mg.
Note: To further reduce fat and cholesterol use skim milk on cereal which reduces Fat
Total to 7.0 gm. and Cholesterol Total to 16.8 mg. Preserves or honey as spread
further reduces Fat and Cholesterol.
Bowel, A. deP., and Church, C. P.: Food Values of Portions Commonly Used. 8th ed. Philadelphia: A. deP. Bowes, 1956.
Cereal Institute, Inc.: The Nutritional Contribution of Breakfast Cereals. Chicago: Cereal Institute, Inc., 1956.
Hayes, 0. B., and Rose, G. K.: Supplementary Food Composition Table. J. Am. Dietel. A. 33:26, 1951.
CEREAL INSTITUTE, Inc. • 135 South LaSalle Street, Chicago 3
A research and educational endeavor devoted to the betterment of national nutrition
ROADCASTING
November 4, 1957 • Page 67
SPECIAL REPORT ON TOLL TV continued
Celler Again Warns FCC
Against Authorizing Pay Tv
Rep. Emanuel Celler (D-N. Y.) renewed
his warning last week that should the FCC
attempt to proceed with authorization of
pay-tv it "will get its knuckles cracked" by
Congress.
He repeated his view that the Communica-
tions Act does not contemplate nor author-
ize pay-tv during a debate on the subject
in New York before the Radio-Television
Executives Society with Paul A. Porter,
Washington counsel for Paramount's Inter-
national Telemeter Corp. and former FCC
chairman.
Congressman Celler cautioned prospec-
tive investors of risk capital in pay-tv to
investigate carefully all legal aspects before
venturing into the field. He also sharply
criticized FCC Comr. Robert E. Lee for
pre-judging the toll television proceeding
pending before the Commission through
advocacy of authorization in a."Look mag-
azine article. "He deserves condign criticism
— -nay more, he has disqualified himself,"
Rep. Celler charged. "His colleagues must
request his removal from the panel when
it considers trial pay-tv, otherwise the Com-
mission would stultify itself," he added.
Mr. Porter noted the growing rate of
closed-circuit tv in industry and other fields
and said, "The next step is right around the
corner." He said this "is the addition of
three new channels [Telemeter] into the
living room either by wire or off-the-air and
thus a drastic and revolutionary change in
the economic, social and cultural bases of
American entertainment habits and proce-
dures will result." He claimed those who
developed radio-tv "did not intend their
conquest of the spectrum to be dominated
by the few, utilized for limited purposes or
stagnated by the present program traffic."
This present domination he attributed to
the vhf-uhf allocation errors since 1948
MR. PORTER REP. CELLER
FRIENDLY HANDCLASP AFTER THE FRAY
which created an essentially 12-channel vhf
system.
The Telemeter attorney agreed with the
opponents of pay-tv that it "should take
nothing from the people. . . . The status quo
appears so entrenched for the present that
a substitute service is not feasible politically.
Therefore, pay-tv must add and not sub-
tract. And as welcome as the three-year
tests just authorized by FCC may be, it
would appear that the immediate future of
pay-tv is the closed circuit route. The tech-
nology is such that the system can adapt
itself to air-link when and if it is generally
authorized. But it will not wait, and in
my judgment, should not."
Mr. Porter was critical of allocation and
other problems which he claimed have
caused the lack of competition in tv today
but said, "I am not condemning the condi-
tion of limited access on the grounds of any
moral dereliction upon the part of the net-
works. They have taken an economy of
electronic scarcity and made, for them-
selves and for the public, a good thing. But
the networks are also prisoners of the lim-
ited medium in which they thrive. They
must by and large serve the piper who pays.
Only on weekends can they seem to call
the tune."
The former FCC chairman was not so
kind to American Telephone & Telegraph
Co., however. He said, "This corporation is
the showcase of American business enter-
prise and, no doubt, deservedly so. But as
a legal monopoly there is some question as
to whether they have kept pace in the de-
velopment of trunk lines and intercom-
munity systems so as to make communica-
tions competitive and not restrictive. At
least they have succeeded in keeping others
from trying to achieve this objective. But
this is a long, complicated . . . story."
Later in the week, AT&T announced it
had filed with the FCC an application for
circuit expansions totaling $60 million which
"represented but a portion of the program
for 1958 and early 1959." Application cov-
ered provision for 4 million channel miles
of telephone facilities and 2.2 million miles
of telegraph channels and "additions to tele-
vision facilities." .
Zenith Challenges Sarnoff
To Toll Debate; It's Declined
A challenge to debate free-vs.-fee tv on the
air, or "in a forum of your own choosing,"
was flung at NBC President Robert W.
Sarnoff by Zenith Radio Corp. in a telegram
Oct. 25. But a spokesman for NBC said
Thursday that network would not accept the
offer.
Ted Leitzell, assistant to E. F. McDonald
Jr., Zenith president, took exception to Mr.
SarnofFs charge at a Pittsburgh luncheon
that once pay television is launched, the
viewer will have no opportunity to choose
between free and fee tv [Networks, Oct.
28].
Speaking for Zenith, Mr. Leitzell charged
Mr. SarnofFs statements "can only serve to
interfere with the democratic solution to the
pay tv debate provided by FCC" and they
provide "ample evidence that NBC would
very much favor subscription tv if it could
be owned and/ or controlled by RCA." He
declared Mr. SarnofFs statements and
charges were made "with tongue in cheek."
Claiming pay tv had been attacked with-
out chance of rebuttal, Mr. Leitzell chal-
lenged Mr. Sarnoff to a public debate on the
issues. "If you would like to have this debate
over your network," Mr. Leitzell added,
"Zenith will be glad "to pay half of the time
charges involved."
Mr. Leitzell has also requested the op-
portunity to address the Broadcast Adv.
Club of Chicago at an upcoming monthly
luncheon meeting on pay television, it was
reported last week. The request to discuss
toll tv in general, and to answer NARTB
President Harold E. Fellows' arguments be-
fore the BAC in particular [Trade Assns.,
Oct. 14], was contained in a letter to Ward
L. Quaal, vice president-general manager of
WGN-AM-TV Chicago and club president.
The request currently is under consideration.
Telemovie Files Application
For Chicago Toll-Tv Franchise
Tele-Movie Development Co., which has
received a green light to start closed-circuit
pay tv in Oceanside, Calif., carried its
activities into Chicago last Tuesday with a
formal request for a franchise from the
local city council.
The request, submitted by Harrison W.
Hertzberg, Tele-Movie counsel, will be re-
ferred to the council's utilities committee
for consideration. If approved, the company
would install and maintain cable over public
property for program transmission.
Tele-Movie plans to seek franchises in
about 33 additional communities [Program
Services, Oct. 28, 14].
Tele-Movie has started negotiations with a
number of manufacturers of cable and equip-
ment necessary for the Oceanside system,
president Walter J. Dennis reported Thurs-
day. Mr. Dennis and Will Baltin, vice presi-
dent and general manager, have opened
headquarters offices for Tele-Movie in the
Film Exchange Bldg., 1914 S. Vermont Ave.,
Los Angeles.
TOLL IN THE SADDLE
Recounting FCC struggles through
the years to settle equitably the re-
curring frequency allocations battle,
former Commission Chairman Paul
A. Porter (1944-46) called upon his
"20/20 hindsight" last week during
debate with Rep. Emanuel Celler (D-
N. Y.) in New York (see above)
to set the stage for his argument that
pay-tv will go wire if it cannot go
wireless because of frequency scarcity.
He said the tv allocation scramble of
recent years "sounds somewhat like
the fall tv schedule. There was the
'Color-Gunfight at the FCC Corral.'
'The Great Four- Year Freeze.' Then
'The Big Thaw,' and 'The Klondike
Spectrum Rush' following the Sixth
Report and Order." Speaking more
seriously, Mr. Porter suggested "that
while I do not publicly confess to in-
side knowledge of recent develop-
ments, I suspect that sputnik has much
more than redoubled demands for
spectrum space at various levels."
Page 68 • November 4, 1957
Broadcasting
PROGRAM SERVICES
Dodgers' Ultimatum:
Pay Tv or No Tv
It's either pay tv or no tv, so far as the
1958 games of the Los Angeles Dodgers are
concerned, club owner Walter O'Malley
said last week.
Before leaving Los Angeles to return to
New York, Mr. O'Malley said, "The jury is
still out on pay tv." Then he added that if
the Dodgers don't get pay tv there'll be no
tv at all for the coming year for the team.
Evidently impressed by the attendance record
of the Braves since their move to Milwaukee,
an accomplishment attributed as much to
the team's prohibition of telecasts of home
games as to the Braves' prowess on the
diamond, Mr. O'Malley stressed his deter-
mination that the Dodgers shall not be
second best to the Braves in any respect.
There seems little question, however, that
the Dodgers 1958 games will receive play-by-
play radio coverage. Several stations, in-
cluding KMPC and KLAC, reportedly have
talked with Dodgers management concern-
ing broadcast rights for next year.
Michael Dann New President
Of Henry Jaffe Enterprises
Michael Dann, vice president in charge
of television program sales, NBC-TV, re-
signed last week to join Henry Jaffe Enter-
prises, New York, as president. Henry Jaffe,
head of the firm,
becomes chairman
of the board. Wil-
liam Phillipson, is
executive vice presi-
dent and general
manager of the com-
pany.
Henry Jaffe Enter-
prises produces the
Dinah Shore-Chevy
shows on NBC-TV,
Texaco Command
Performance spec-
taculars, Holiday in Las Vegas specials as
well as the Shirley Temple fairy tale series.
Mr. Dann had been with NBC for nine
years. He joined NBC-TV as trade news
editor and in 1955 was made a vice presi-
dent in charge of programming sales.
Sparnon Promoted to BMI Post
Promotion of Ken Sparnon to director of
station relations for Broadcast Music Inc.
was announced last
week by Glenn R.
Dolberg, vice presi-
dent in charge of sta-
tion relations for
BMI. He has been
a field representative
for BMI 1 1 years,
serving most recently
as eastern regional
representative. Ear-
lier, Mr. Sparnon
had been musical
mr. sparnon and program direc-
tor of WHEC Rochester, N. Y., for eight
years and musical director and production
manager of WSYR Syracuse, N. Y., for
seven years.
NEWS ON 6 is important daily business at
WCSH-TV in Portland, Maine. It takes the best
news staff in the Northeast, and a lot of words
and film to cover 14 tele-newscasts from 7:25 a.m.
to 12:30 midnight. But Channel 6 viewers expect
and get professional news handling.
NEWS ON 6 consistently tops all tele-news in
area polls. Ask any Weed-Television man about
ratings and availabilities.
WCSH -TV
PORTLAND, MAINE
Planned and Manned
Broadcasting
November 4, 1957 • Page 69
STATIONS
A NEW DEAL FOR RADIO RATE CARDS
Computer and committee come up with simpler format for CBS o&o's
Radically simplified rate cards displaying
costs in net round-dollar figures which elimi-
nate the need for discount computations —
and also incorporate rate increases — have
been adopted by the six CBS-owned radio
stations, effective Dec. 1.
Developed over the past year by a CBS
Radio rate card committee with the help of
"electronic brain" gadgetry which by con-
servative estimate shaved another year off
the working schedule, the new cards are
being announced today (Monday) by Jules
Dundes, CBS Radio vice president in charge
of station administration. The six stations
involved: WCBS New York, WEEI Boston,
WBBM Chicago, KMOX St. Louis, KCBS
San Francisco and KNX Los Angeles.
Except for WCBS and WBBM, which put
rate boosts into effect earlier this year, all
of the cards provide for rate increases.
Because of the extensive simplification —
especially the fact that the new cards elimi-
nate discount structures and state all costs
in net figures — comparisons of specific rates
under the old and new cards become mean-
ingless. Officials estimated, however, that on
the present level of sales each of the four '
stations getting a new increase would re-
ceive 10-17% more money under the new
card than under the old.
Instead of occupying several complicated
pages and varying widely in form from one
station to the next, the six new cards have
been standardized in all important respects
— except, of course, that specific rates are
different for different stations — and have
been streamlined to a point where all data
for each station is presented on a three-fold
card, including general information about
the station in addition to its rates.
"When you understand one card, you
understand all six," Mr. Dundes said. "They
are designed to conform to the new patterns
of buying and selling — to make it easier to
buy and easier to sell. Campaigns have be-
come shorter, so buying is done more fre-
quently— and should be made simpler so
that it can be done more quickly. Radio
is strong and getting stronger; the simplicity
of these cards should contribute to further
growth."
He continued:
"We at CBS Radio are happy to announce
this new rate card which brings the CBS-
owned radio stations to the forefront in an
industry whose fast-paced sales demand ease
and speed in rate computation. Standard-
ization of the CBS-owned station's rate cards
is expected to prove of vast benefit to both
stations and advertisers. The new and sim-
plified rate structure fills the need for ease
in ordering and billing of time in a heyday
of radio sales activity."
One of the most dramatic single features
is the showing of rates in whole-dollar, net-
cost-per-unit figures. Instead of having sepa-
rate and complicated discount tables, re-
quiring separate calculations for each pur-
chase, discounts for frequency and length of
contract are "built in."
Thus a buyer of five Class A minute an-
nouncements per week on WCBS, for exam-
ple, can look at the WCBS card and see
that his weekly cost will be five times $155 if
his contract is for less than 26 weeks; five
times $146 if it is for 26-51 weeks and five
ALFRED M. PIETRASANTA (I), supervisor-consultant, Service Bureau Corp., IBM subsidiary,
and Sam Slate, general manager of WCBS New York, watch the control panel of an IBM
magnetic drum data processing machine used in the processing of data for the new station
rate cards. (Pictures of other facets for CBS' automation equipment on page 72.)
times $137 if it is for 52 consecutive weeks
or longer. If he bought one a week it would
be $180, $171 or $162, depending on length
of contract, and if he bought seven a week
it would be seven times $142, $133 or $124.
The number of time classifications, which
formerly ranged from only one on KCBS to
six on WCBS, has been standardized at three
by all six stations. These vary slightly in
some cases, but generally consist of Class A
from 6 a.m. to 7 p.m., Class B from 7 p.m.
to 10 or 11 p.m. and Class C for all other
times.
All six cards give unit costs of time in
three categories: (1) program time from one
hour down to five minutes; (2) announce-
ments and participations which are not in
packages, those that are in packages, and
those in participating program and (3) an-
nouncements and participations in special
features such as the Housewives Protective
League programs, etc. In each case, the unit
costs are shown on a days-per-week basis
(1 through 7) for each of three contract
lengths (1-25, 26-51 and 52 consecutive
weeks or longer). "Combinability" provisions
— which type of buy may or may not be com-
bined with other types to get the lower unit
cost — also are spelled out.
The 20-second station break has been
standardized and all six stations will ac-
cept both 8-second and 10-second IDs under
the new cards.
The rates of the six stations vary, in the
case of one-time one-minute Class A an-
nouncements, from $180 on WCBS to $50
on KCBS. On KNX it's $100; WEEI $60,
KMOX $90 and WBBM $145. The one-
time one-hour Class A rate on WCBS is
$1,000; on KNX $400, WEEI $300,
KCBS $280, KMOX $400 and WBBM
$720.
The exhaustiveness of the study that went
into the realignment is pointed up not only
by the fact that the committee and the re-
search departments have been working on
it for approximately a year but also by the
number of different computations made in
the process — a number which finally reached
seemingly astronomical proportions, thanks
to the nimbleness of the International Busi-
ness Machines electronic computers used to
make them.
For example, details of WCBS's entire
current business were run through the ma-
chines 36 times — each time with a different
set of unit-cost possibilities. The one finally
chosen was the set which produced revenues
closest to current billings. Dozens of possi-
bilities were similarly put through against the
current business of each of the other stations.
In the case of WBBM, as with WCBS, the
rates which most nearly approximated cur-
rent billings were chosen; for the others,
officials chose the rates which produced the
additional volume that they had decided was
appropriate in each case.
In all, officials reported, 49 complete anal-
yses were run through the electronic brain
(an IBM 650 computer), with each analysis
Page 70 • November 4, 1957
Broadcasting
WCBS Radio Rate Card No. 24
RATE CLASSIFICATIONS
STATION TIME
ANNOUNCEMENTS
class A Monday-Saturday
Sunday
class b Sunday Saturday
class c Sunday - Saturday
Sunday
6:00 AM -7:00 PM
10:00 AM -7:00 PM
7:00 PM -11:00 PM
11:00 PM -12 MID
6:00 AM -10:00 AM
CLASS A Monday-Saturday
Sunday
CLASS B Sunday ■ Saturday
class C Sunday-Saturday
Sunday
5:59 AM -7:00 PM
9 59 AM -7:00 PM
7:00 PM -11:00 PM
11:00 PM 12 MID
5:59 AM -9:59 AM
NOTE: Station Time, Non-Package Announcements and Non-Package Participations are sold on DAYS PER WEEK basis. Packages of Announce-
ments and Participations are sold on ANNOUNCEMENTS PER WEEK basis.
ALL RATES QUOTED ARE NET DOLLAR COST PER UNIT.
SECTION I -Station Time
NOTE: Facilities in this Section may be combined with each other but not with those in Sections
i
CLASS
ONE HOUR A
B
C
>|2 HOUR
-2S CONSECUTIVE WEEKS
DAYS PER WEEK
1
2
3
4
s
•
7
1000
965
930
895
860
825
790
900
869
837
806
774
743
711
800
772
744
716
688
660
632
600
579
558
537
516
495
474
540
521
502
483
464
446
427
475
458
442
425
409
392
375
-370
35I*
I or III to earn lower rates
2« - SI CONSECUTIVE WEEKS
DAYS
PER WEEK
1
2
3
4
s
s
7
950
915
880
845
810
765
740
855
824
792
761
729
689
666
760
732
704
676
648
612
592
570
549
528
507
486
459
444
513
494
475
456
437
413
400
451
435
418
363—
52
OR MORE CONSECUTIVE
WEEKS
DAYS
PER WEEK
1
2
3
4
s
•
7
900
865
830
795
760
725
690
810
779
747
716
684
653
621
720
692
664
636
608
580
552
540
519
498
477
456
435
414
448
429
41Q_
392
373
IINUTES A
B
C
185
179
172
166
159
153
170
164
158
152
146
140
150
145
140
134
129
124
134
119
176
162
143
156
137
163
156
150
142
150
144
138
130
132
127
122
115
126
111
135
147
130
154
147
141
134
128
141
135
129
123
117
125
119
114
109
104
SECTION II —Announcements and Participations
NOTE: One Minute and Station Break Announcements may combine with each other and with Participations to earn lower rates. Both 8- and 10-second Identifica-
tion Announcements may combine to earn lower rates. Identification Announcements do not combine with any other Announcements or Participations.
These One Minute and Station Break Announcement rates do not apply 6:00-9:00 AM, Mon.-Sat. See Section III — Special Features — for applicable rates.
Multiple Jim Lowe's Hideaway — Saturday Participations: Days Per Week rates listed are Times Per Day rates.
A. ANNOUNCEMENTS
NOT IN PACKAGES
CLASS I
I MINUTES A 180
B 125
C 100
-2S CONSECUTIVE WEEKS
DAYS PER WEEK
2
3
4
s
c
7
174
167
161
155
149
142
121
116
112
108
103
99
97
93
90
86
83
79
2« - SI CONSECUTIVE WEEKS
DAYS PER WEEK
2
3
4
s
c
7
171
165
158
152
146
138
133
119
114
110
106
101
96
93
95
92
88
85
77
74
52 OR MORE CONSECUTIVE WESKS
DAYS
PER
WEEK
2
3
4
S
•
T
162
156
149
143
137
131
124
113
108
104
99
95
91
86
90
87
83
80
76
73
69
• SECONDS
52
50
47
A
85
82
79
76
73
70
67
B
65
63
60
58
56
54
51
C
50
48
47
45
43
41
40
55
81
78
75
72
69
65
62
59
57
55
53
50
48
46
44
42
41
38
48
37
*T8
46
44
41
77
74
71
68
65
62
59
59
56
54
52
49
47
45
45
43
42
40
38
36
35
B. ANNOUNCEMENT PACKAGES
FIXED POSITION PACKAGES
RUN OF SCHEDULE PACKAGES
CLASS -
I-2S CONSECUTIVE WEEKS
ANNOUNCEMENTS PER WK. 12-20
21-3)4
3S+
24 -SI CONSECUTIVE WEEKS
MCEMENTS PER WK. 12-20
I MINUTES
STATION BREAKS
20 SECONDS
IDENTIFICATIONS
10 SECONDS
A
a
C
A
B
c
A
B
c
A
•
c
135
94
75
105
75
60
75
56
45
64
49
38
128
89
71
99
71 -
57
71
53
43
60
46
36
121
84
67
94
67
54
67
50
40
57
44
34
IDENTIFICATIONS
( SECONDS
I MINUTES
93
88
83
STATION BREAKS
20 SECONDS
74
70
66
IDENTIFICATIONS
10 SECONDS * SECONDS
98 70
53 42
55
52
49
52
48
45
43
45
110
103
81
65
91
76
61
85
71
57
80
61
57
61
57
46
43
37
34
52
48
29
70
60
56
45
42
39
36
C. PARTICIPATING PROGRAMS
group i Lanny Ross Show
Eddy Arnold Show
On* minuto in soloct
S minut* shows
group 2 Martha Wright Show
CONSECUTIVE WEEKS
1-25
28-51
52 or more
1-25
PARTICIPATIONS
DAYS PER WEEK
1
2
3
4
s
•
7
180
171
162
174
165
156
167
158
149
161
152
143
155
146
137
149
138
131
142
133
124
150
145
■JJ7
140
132
134
127
129
122
124
115 _
119
PARTICIPATIONS IN FIXED POSITION
PACKAGES
ANNOUNCEMENTS PER WEEK
12-20 21-34 3S OR MORE
135
126
117
113
128
119
110
107
99
121
112
103
101
THE RESULT of all CBS labors to simplify and adjust its rate
structures for its owned radio stations is exemplified by these
segments taken from the WCBS rate card. Although rates vary
among the six owned stations, all the rate cards are set up on a
standardized, three-fold format. The principal advantage: rates
are quoted in whole-dollar, net-cost-per-unit figures. Separate,
complicated discount tables have been eliminated to enable the
advertiser to tell quickly what he can buy and for how much.
STATIONS CONTINUED
providing three separate studies of possible
rate structures plus three comparisons, item
by item, with current billing. That's 147 dif-
ferent complete studies, each with item-by-
item comparisons with current billing. A
total of 505 clients, representing 5,099
broadcast units, were studied by the com-
puter, which in all made a total of 74,235
client examinations and 749,553 unit exam-
inations.
The electronic brain not only performed
all the chores put to it, but kept track of how
much work it was doing, at the same time.
For instance: it handled a total of 999,404
dollar figures and 749,553 percentage figures
— an aggregate of 1,748,957 digits of infor-
mation. Adding in the instruction and in-
formation figures which the computer needed
before it could start figuring, more than 231
million digits were processed by the brain.
The total output requires 2,000 cubic feet of
file space for storage.
The rate-card committee which developed
the recommendations leading to the new
rates and forms consisted of E. H. Shomo,
assistant general manager of WBBM, chair-
man; Mr. Dundes; Gordon F. Hayes, general
manager of CBS Radio Spot Sales; George
Stadtmuller, head of the CBS Radio ac-
counting department; Carl Ward, manager
of WCBS until April 1957, and Richard F.
Hess, assistant to the vice president in
charge of station administration. After pre-
paring its recommendations, the committee
worked with the managers of the various sta-
tions in putting the cards into final form;
the final decision on each card was made by
the manager of the station involved, not by
the committee.
Some 52,000 copies of the new cards are
being printed and will start going out to
clients and agencies this week. Mr. Dundes
also has prepared presentations, both on
cards and in booklet form, which have been
sent to the stations and to the various offices
of CBS Radio Spot Sales in order to explain
the purpose and working of the new cards to
clients and agencies at the local level. The
cards will be promoted in trade ads, and
more than 1,000 statements describing
changes will be sent to agencies via salesmen.
SWITCHING TO AUTOMATION
Researchers at CBS are finding more
need today than ever before for high-
speed electronic tabulators and related
equipment in an effort to gain accuracy
and speed in the torrent of computations
necessary to keep up with the demands
of an expanding and competitive industry.
On this page is a cross-section view of
the many machines used at network facil-
ities for analyses, billings and payroll ac-
counting— even for the streamlining of
rate cards for CBS Radio owned stations
(see page 70).
It would take many man-hours to
duplicate only one of the computations
that the International Business Machines'
704 electronic brain can turn out in the
thousands in only a second. As yet, CBS
has not yet used the 704 but expects to
do so in the future. Current plans are to
feed the machine (via tape) with Pulse
rating data. The machine then would
compute the information in shares; show
any significant changes in any preceding
month and year; note changes in trends
per quarter-hour and indicate which are
the most important changes for say the
top 15 markets and also the same in-
formation for competitive stations. This,
in broadcasting, is no mean feat.
AT CBS Radio's 55 E. 52nd St.
offices, William G. Stolzen-
berg, manager, network tabu-
lating department, checks re-
sults as printed by IBM's
tabulator (model 405). The
tabulator is only one of a
battery.
AT the operator's console of the huge assembly named IBM 704
data processing machine, Mr. Hess (1), assistant to the vice presi-
dent, station administration, CBS Radio and Alfred M. Pietra-
santa, consultant with IBM, inspect IBM's biggest electronic
brain. Use of the machine is on a rental basis (at a cost of
$50,000-$ 100,000 per month). CBS Radio hopes to use the 704 to
obtain essential rating data five times faster than can be done by
conventional punch-type equipment.
STAFFERS in CBS' accounting
department are on the run
keeping up with the machines.
In the background, with cover
open, is the larger unit of the
"baby Univac" (Remington
Rand's model 120).
MR. PIETRASANTA (seated),
(standing, 1 to r) Sam Slate,
general manager of WCBS
New York, and Mr. Hess in-
spect the control panel of IBM
magnetic drum data processing
machine.
THIS is the machine used for
the second phase in setting up
CBS' streamlined rate cards.
Checking are Edward G.
O'Berst (standing), director of
research, CBS Radio Spot
Sales and Mr. Pietrasanta.
THIS is a visual sample of what
automation can do. L to r: Mr.
O'Berst, Mr. Hess and Stan
Birnbaum, assistant director of
research, CBS Radio Spot
Sales, check printings for new
CBS Radio rate cards.
Page 72 • November 4, 1957
Broadcasting
THESE MODERN GOLIATHS GIVE THE RAILROADS MORE "GO". . . You're looking at more than a million dol-
lars' worth of streamlined power — sleek, tireless, highly efficient locomotives that help the railroads serve you better.
More Railroad Progress
like this depends
on adequate earnings
Isn't this common sense ?
In a few years, the railroads have changed over
almost completely to economical Diesel power.
And other advances in motive power are already
on the way — advances as important to America
as to the railroads.
But the money for new locomotives — and all
improvements in railroad service — must be sup-
plied by the self-sustaining railroads from their
own earnings. And railroads just aren't earning
enough money these days to put into operation all
the improvements they have developed, as fast
as they would like.
Railroads could make enough money to do more
of these things, for they are — by far — our most
efficient system of mass transportation. But their
earning power is hamstrung by outdated public poli-
cies that favor competing forms of transportation.
As a result, the railroads' earnings are reduced —
and the nation loses some of the benefits of rail-
road progress.
In your interest — in the interest of every Amer-
ican family — railroads should be permitted equal
opportunity to earn an adequate return on their
investment. Isn't this common sense ?
AMERICA MOVES AHEAD WITH THE RAILROADS
Association of American Railroads, Washington, D. C
YOUR BASIC TRANSPORTATION
Broadcasting
Novqnber 4, 1957 • Page 73
85% of Hawaii . . .
is Hawaiian, Japanese,
and Chinese.
Only 15% Caucasian!
Hence Pulse multi-lin-
gual interviewers vis-
iting homes are a "must" for
accurate reporting. Indeed no
other method can possibly
work!
STATIONS CONTINUED
FCC Asked to Okay
WNAX, KVTV (TV) Sales
The FCC was asked last week to approve
the $3 million sale of WNAX Yankton,
S. D., and ch. 9 KVTV (TV) Sioux City,
Iowa, by Cowles Broadcasting Co. to Peo-
ples Broadcasting Corp. [Closed Circuit,
Oct. 7].
Acquisition will give Peoples, a subsidiary
of Nationwide Mutual Insurance Co., its
first operating tv station (it once held a
uhf grant for Trenton, N. J.), and its fifth
radio station. It already owns WRFD Worth-
ington Ohio; WGAR-AM-FM Cleveland,
Ohio; WMMN Fairmont, W. Va., and
WTTM Trenton, N. J., and at one time
owned WOL-AM-FM Washington, D. C.
WNAX, founded in 1923 by Cowles,
operates on 570 kc with 5 kw, covers
the northern great plains area. It is affiliated
with CBS. KVTV, a ch. 9 station with
CBS and ABC affiliation, was put on the
air by Cowles in 1953.
In the application, Cowles said it wanted
to use the funds from this sale "for other
purposes." Cowles owns KRNT and 60%
of KRNT-TV Des Moines, Iowa, and 100%
of WHTN-AM-FM-TV Huntington, W. Va.
Terms of the sales agreement showed that
Peoples will pay the $3 million sales price
with $500,000 from company funds and
$2.5 million from bank loans. Peoples'
balance sheet as of July 3 1 this year showed
total assets of $2,686,712, of which $963,-
298 were current assets. Current liabilities
were $155,184, fixed liabilities $1.8 million
and a deficit shown of $292,653. Peoples'
net income after federal taxes for 1955 was
$106,000; for 1956 was $143,000.
Cowles' balance sheet as of Oct. 5, 1957
showed total assets of $2,904,823, of which
$599,739 were current assets. Total current
liabilities were $450,823, capital stock was
$1.8 million; paid in surplus, $351,863,
operating surplus $194,852, with total net
worth of $2,345,000. WNAX was given a
net depreciated value of $530,000 and
KVTV $985,000.-
No change in personnel at either station
is contemplated, according to Herbert E.
Evans, Peoples vice president-general man-
ager.
WJR Detroit Establishes
Recording, Production Unit
WJR Detroit announces that it has es-
tablished a new recording and production
division which will write, produce and pro-
vide original arrangements for musical an-
nouncements as well as situation dialogue
announcements and straight readers. The
new division will be headed by Jimmy Clark,
WJR music director, who also is an ar-
ranger and producer.
The station's recording and production
division facilities are available to all adver-
tisers and their agencies. WJR facilities
include acetate, tape recordings, an echo
chamber, sound effects, a piano and a
Hammond organ. The station will provide
the talent necessary for commercials, in-
cluding an orchestra, singers, actors and
announcers.
HERBERT E. EVANS (I), vice president-
general manager. Peoples Broadcasting
Corp., shakes hands with Luther L.
Hill, president of Cowles Broadcasting
Co., at signing of the contract for the
$3 million purchase by Peoples of
Cowles' WNAX Yankton, S. D., and
ch. 9 KVTV (TV) Sioux City, Iowa.
Kinescope Planned by WSFA-TV
Following Sabotage of Program
WSFA-TV Montgomery. Ala., undaunted
by power sabotage which prevented its tele-
casting the NBC-TV interview of the Rev.
Martin Luther King Jr. on Martin Agron-
sky's Look Here, Sunday, Oct. 27, re-sched-
uled the show, by kinescope, for yesterday
afternoon (Sunday).
Spokesmen of opposite views from those
of the integration leader were presented in
an "equal time" panel session immediately
after the Agronsky show.
Although it was unable to carry the Oct.
.27 show locally, WSFA-TV successfully
originated the network pickup from Rev.
King's church.
The power failure at WSFA-TV's trans-
mitter, called "an act of sabotage" by the
Alabama Power Co., resulted from a chain
thrown over the WSFA-TV power line caus-
ing a short circuit minutes before the 2:30
p.m. telecast. The station was off the air
from 2:19 to 3:30, when an emergency
crew restored power.^
After newspapers announced that WSFA-
TV would handle the pickup for NBC-TV,
segregationists appealed to the station not
to carry the show, and threatening telephone
calls began coming in.
State Sen. Sam Engelhardt, head of the
Assn. of Alabama Citizens Councils, organ-
ization of southern whites, asked WSFA-TV
to prevent the network origination because
of possible ensuing strife. He subsequently
asked NBC for equal time to reply to Rev.
King.
Rev. King first came to national promi-
nence as leader of a bus boycott in Mont-
gomery before the U. S. Supreme Court
declared bus segregation unconstitutional.
Going ahead with plans to broadcast the
kinescope, Gene Dodson, manager of
WSFA-TV and vice president of the WKY
Television System Inc., said it is the sta-
tion's "duty to inform people what is going
on in the community."
Local and national authorities, along with
the power company, are investigating the
Oct. 27 incident.
Page 74 • November 4^ 1957
Broadcasting
FCC WIDENS REMOTE CONTROL RULES
G.E. designs new 50 kw AM
transmitter to let you make the
most of the new FCC ruling
"Should I rework my present transmitter or
replace it when I go to remote controlled
operation?"
Consider this fact: No modernization program can be
expected to give you performance equal to that of
General Electric's new 50 kw am transmitter, Type BT-
50-A. It incorporates new components and new concepts
that anticipated broadcasters' needs.
Remote control is an example. This transmitter in-
cludes remote control metering resistors in all important
circuits; it provides for remote control of start-up,
monitoring, shut-down, crystal-switching and power out-
put control. The plate modulated Class C amplifier
stage operates into directional antennas without strain.
It was designed for reliability — to require a minimum of
maintenance. With remote control, this factor is more
important than ever.
Germanium rectifiers (replacing mercury vapor tubes) and
other modern components give high reliability.
Advantages over rewired rigs
The design of the new Type BT-50-A has several major
advantages over any previously available transmitters:
1. Uses germanium rectifiers for DC power supply to
give you — longer life — no voltage surges caused by
arc starvation — no warmup — no filament failure.
2. Uses conventional KF circuits that are familiar,
simple and proved in performance.
3. Uses new, modern components chosen for reliability.
4. Provides automatic surge protection and provision
for power reapplication.
5. Roomy, uncluttered cubicles, with all components
accessible.
„ -mmmmmmmmm f I I
QQCQ
XEAC, Tiajuana, Baja California went on air with BT-50-A
September 23. 1957.
6. Uses only three Class C amplifier stages that produce
53 kw output at the terminals.
7. Gives you year-round operating economy because:
small tube list — only six types totaling 16 tubes. —
holds down tube inventories. Low power consumption
— 108 kw at 0.91 power factor for average (30%)
modulation.
8. Uses final amplifier tubes that weigh only 20 pounds,
need no dollies or hoists to change.
Complete information available
Before you make your decision to rework or replace,
contact your nearest General Electric Broadcast Equip-
ment District Manager. He can give you full information
on General Electric's complete remote control package
for 50 kw AM stations.
If you want written technical information on this
revolutionary new transmitter, write Broadcast Equip-
ment, Section 1-N47, General Electric Company, Elec-
tronics Park, Syracuse, New York. In Canada, write
General Electric Company, Ltd., Toronto. Outside USA
and Canada, write International General Electric Com-
pany, Inc. Electronics Division, 150 East 42nd Street,
New York, New York, USA.
Progress Is Our Most Important Product
GENERAL® ELECTRIC
Broadcasting
November 4, 1957 • Page 75
STATIONS CONTINUED
AFTER seven weeks at the gate, WLWI
(TV) Indianapolis finally got the starting
gun. The station received a go-ahead wire
from the FCC shortly after noon last
Thursday, and at 4:50 p.m. the Crosley
Broadcasting outlet went on the air with
a brief dedicatory ceremony. At 5 'o'clock
the station picked up regular ABC-TV
programming and the race was on.
WLWI, broadcasting on ch. 13 with
316 kw visual, 158 kw aural, is using
temporary studios. Ground was broken
for a new $500-600,000 facility Sept. 6;
the new building (see above) will be com-
pleted next spring, with two main studios
completely equipped for color.
Crosley had been sitting out an FCC
deadlock over approval of equipment
since Sept. 15, its planned starting date
— and has had a full staff of 71 since that
date. The ch. 13 facility has been pro-
ducing its full program schedule daily, but
on a closed circuit basis, using the time as
a training period to acquaint sales person-
nel with program material.
According to John B. Babcock, assist-
ant general manager, business that was
on the books as of Sept. 15 will be given
bonus dollar value of facilities as they
would have been billed. Availabilities are
being scheduled within the next few
weeks, Mr. Babcock said.
Sonderling & Associates Buy
WDIA Memphis for $1 Million
A Negro-programmed station in Mem-
phis, Tenn., has been sold for $1 million.
WDIA — 50 kwN daytime, 1 kw night on
1070 kc — which specializes in serving
Memphis' mid-south Negro population has
been sold by John R. Pepper and E. R.
Ferguson to Egmont Sonderling and asso-
ciates. Mr. Sonderling and his group —
Richard Goodman, Chicago real estate hold-
ings, and Mason A. Loundy, Chicago banker
—own WOP A Oak Park, 111. (Chicago
area), and KXEL Waterloo, Iowa. Owner-
ship is held 55% by Mr. Goodman, 25%
by Mr. Sonderling and 20% by Mr.
Loundy. Terms of the WDIA purchase
agreement call for $290,000 in cash and the
remainder paid off over a number of years.
Mr. Ferguson will remain as general man-
ager of the station under a long-term con-
tract, it was announced. No change in the
station's programming is contemplated, Mr.
Sonderling said.
WGN-TV Using Limited Color
Plans for programming color on a "mod-
est" spale — approximately three hours weekly
at the outset — were announced last week
by WGN-TV Chicago, to start Nov. 1 . The
limited schedule is being inaugurated, ac-
cording to Ward L. Quaal, vice president
and general manager of WGN Inc. (WGN-
AM-TV), "in view of the technical im-
provements in color transmission that have
been made during recent months."
Carl J. Meyers, WGN-AM-TV engineer-
ing director, said the equipment included
one studio live camera chain and three-tube
vidicon color film chain for complete color
projection, adequate for handling film,
slides and opaques.
WBRD Broadcasting on T420 Kc
WBRD Bradenton, Fla., last week com-
pleted its first week of broadcasting on
1420 kc, 1 kw, daytime. Serving the Braden-
ton-Sarasota area, WBRD operates from a
new building three miles southeast of
Bradenton on Nashville Road. Robert R.
Nelson, president and majority stockholder
of the licensee, Sunshine State Broadcasting
Co., is former executive vice president-
general manager of WARD-AM-TV Johns-
town, Pa.
WLOI Will Appeal Citation
Against Station Newscaster
WLOI La Porte, Ind., will appeal to the
Indiana Supreme Court a contempt cita-
tion against its newscaster, Jean LaGrange,
who was fined and sentenced to jail for
implying "collusion" in a murder trial.
Circuit Court Judge Harry Long last
Monday overruled WLOI's motion asking
both for reconsideration of the citation
and for a new trial involving defendant
Robert L. Johnston. His original judgment
of a $250 fine and 45 days imprisonment
still stands, with the station posting $1,000
bond for Mr. LaGrange's release. Mr. La-
Grange charged freedom of the press is
involved and that "newsmen should be
allowed to interpret the news for their
readers and listeners."
The newscaster was cited after introduc-
tion in the murder case of a transcript
from Mr. LaGrange's news program. In
it he interviewed the defendant, who claimed
he was offered a suspended sentence if he
pleaded guilty to manslaughter instead of
first-degree murder. The newscaster sug-
gested "unethical" practices involving the
defense attorneys, prosecutor and trial judge
[Stations, Oct. 28]. Judge Long then de-
clared a mistrial.
The case reportedly received high interest
at the recent Indiana Broadcasters Assn.
meeting in French Lick, Ind. (see page 92),
but was held off the agenda at the request
of WLOI representatives. It's understood the
IBA board meeting will discuss the case
at a Nov. 12 meeting.
WBOY-TV to Go on Air Nov. TO
WBOY-TV Clarksburg, W. Va., reports
it will begin formal programming at II
a.m. next Sunday. The station Is a member
of the Friendly Group (WSTV-AM-TV
Steubenville, Ohio; KODE-AM-TV Joplin,
Mo.; WPIT Pittsburgh, and WPAR Parkers-
burg, W. Va.) which is headed by Jack
Berkman, WBOY-TV president. It will carry
both NBC and ABC network programs.
WBOY-TV plans special emphasis on central
West Virginia news and sports.
A special dedicatory program will be
held Nov. 17. WBOY-TV is represented
nationally by Avery-Knodel Inc.
KDKA-TV FORECASTS FORD FUTURE
When Ford automobile dealers in the
Tri-State area (Pennsylvania, West Vir-
ginia and Ohio) unveil the 1958 model
this Friday, KDKA-TV Pittsburgh will
carry a special 30-minute tv variety pro-
gram originating from the Horizon Room
at the Greater Pittsburgh Airport.
KDKA-TV and the J. Walter Thompson
Co., agency for Ford, are jointly trying
out this experiment, which if successful,
reportedly could result in Ford dealers all
over the country being asked to supple-
ment the national campaign by presenting
similar programs for their own markets.
KDKA-TV reports that it plans to use
four cameras and 2,600 feet of cable
to cover the floor show inside the building
and the commercial outside and will re-
lay the telecast to two other stations,
WTRF-TV Wheeling, W. Va., and
WJAC-TV Johnstown, Pa.
The show will feature singers Frank
Parker and Betty Madigan, 17 new cars
and a parade of beautiful models.
Arnold Chase of J. Walter Thompson
will produce the special program for the
Ford dealers and KDKA-TV's Joe Samul
will direct it.
Page 76 • November 4, 1957
Broadcasting
THROGBOTTOM ! What does it take to remind you—
"Scotch" is a brand name for tape!
Pardon us for beating our own drum if we ask correctly: "SCOTCH" Brand Cellophane Tape
you to respect our registered trademark when or "SCOTCH" Brand Magnetic Tape, etc.,
you mention our product on your programs. If please just say cellophane tape or magnetic tape.
it is impossible for you to use the full name Thank you for your cooperation.
MINNESOTA MINING AND liBIl MANUFACTURING COMPANY
ST. PAUL 6, MINNESOTA
Broadcasting
November 4, 1957 • Page 77
Nothing
succeeds
like • • •
An advertiser puts his money
where he gets results—
obviously! Well, 15 of the
most famous, successful
and respected advertisers in
So. Calif, and the nation
have advertised on KNX for
3 to 8 years —continuously,
consistently. The proof is
in the putting. Knowledgeable
advertisers, as always, are
putting their chips on Southern
California's #1 radio station,
the CBS 50,000 watt
KNX* LOS ANGELES
STATIONS CONTINUED
WHEN Queen Elizabeth and Prince Philip
visited Williamsburg and Jamestown,
both Virginia (see above), WSAC Rad-
cliff, Ky., was the only radio station as-
signed to their motorcade, that station
reports. As a result, the station's mobile
radio was able to move with the proces-
sion at all times and it reports that it
gave on-the-spot coverage for a total of
four hours and fifteen minutes.
WSAC had to receive authorization
from the FCC to operate its short-wave
equipment in the Williamsburg area be-
cause the short-wave base receiver had to
be located at a point not to exceed a 25-
mile radius in which the mobile trans-
mitter would be operating. The broadcast
covered a 35-mile radius. The transmitter
was located in a church tower (Williams-
burg's tallest structure) and short-wave
broadcasts were received at this point
and relayed to Fort Knox for simul-
taneous rebroadcast.
A tape of WSAC's broadcasts is being
prepared and will be sent to the Queen
as a memento of her trip to Virginia.
WSAC's coverage of Her Majesty's
visit to Virginia included, among other
things, her arrival at the Williamsburg
airport where she was welcomed by var-
ious dignitaries and her departure from
there to Jamestown; arrival at Jamestown
Island where the Queen and Prince Philip
attended private services in the Old
Church; her tour of Jamestown Festival
Park and the College of William and
Mary, and her visit to the Governor's
Palace and the reception that followed.
DATELINES S
LOS ANGELES — KFWB put its newly-
formed volunteer newsgathering organiza-
tion [Stations, Oct. 14] into service Thurs-
day morning to score a claimed beat in
covering the crash landing of a United Air-
lines plane at Los Angeles' International
Airport.
The plane, its right landing gear jammed,
circled the airport for two hours until dwind-
ling gas supplies forced a crash landing.
KFWB dispatched seven of its mobile units
to the scene immediately upon getting the
first tip at 8:05. From then until 9:20 the
units fed bulletins into the KFWB pro-
gramming, and from 9:20 until the suc-
cessful belly landing at 9:50 gave continual
coverage of the flight and preparations to
avert tragedy.
The news coverage was handled by news-
men Mike Henry and Bill Angel and d.j.'s
Larry Finley and Al Jarvis, as well as the
volunteer newsmen. KFWB's tieup with the
Business & Professional Telephone Ex-
changes in Southern California put 135
News Coverage by Radio and Tv
stringers in 98 vehicles on call for news
assignments.
CLEVELAND— WERE Cleveland, Ohio, re-
ports that it is the first station to broadcast
the sound of the U. S. Vanguard satellite in
flight. The station contacted the Defense
Dept. and obtained a tape of the satellite
flight test which was made at the White
Sand Proving Grounds in New Mexico. The
Vanguard's minitrack transmitter broadcasts
at a frequency of 108 mc and will enable
scientists to "follow the launching, direction
of launch and the. movements of second and
third stage rockets of the Vanguard firing."
WJIM-TV Opens Flint Studios
WJIM-TV Lansing, Mich., has opened
its new Flint studios. A minimum of 30 local
live shows each week, which will originate
from Flint, are planned by the station. A 45-
minute local spectacular was held by the
station Oct. 27 to celebrate the opening of
the new studios and was timed with the
General Motors 50th anniversary.
Page 78 • November 4, 1957
Broadcasting
How high is your
standard of living?
(Take this easy test and see)
One good measure of your standard of living is the
number of ways you put electricity to work. The more
jobs you do with it, the more likely you are to live
comfortably and conveniently.
Just for fun, why not test your standard of electrical
living? Place a check mark after the electric conven-
iences at your command in your home. Then total the
check marks to learn your score. You'll probably find
that the dependable, low-cost electricity you get from
your electric company is doing more things for you
than you ever imagined.
How many ways do you put electricity to work?
6
DINING-KITCHEN JOBS
REFRIGERATOR
RANGE
FREEZER
DISHWASHER
DISPOSAL UNIT
3? EXHAUST FAN
0J TOASTER
0 COFFEE MAKER
/Q FOOD MIXER
^\ PORTABLE MIXER
JJJ BLENDER
@ ROTISSERIE
^ AUTOMATIC SKILLET
|J) DEEP FRYER
<Q AUTOMATIC SAUCE PAN
© EGG COOKER
|^ WAFFLE MAKER
GRILL
t=L ICE CREAM FREEZER
8v JUICER
J^f BOTTLE WARMER
KNIFE SHARPENER
□
ENTERTAINMENT and BETTER LIVING
TELEVISION
RADIO
CLOCK-RADIO
PHONOGRAPH
TAPE RECORDER
PROJECTOR
ELECTRIC TOYS
ELECTRIC HOBBY EQUIPMENT
WALL AND CEILING LAMPS .
FLOOR LAMPS
TABLE LAMPS
ELECTRIC CLOCKS
ELECTRIC BED COVERINGS
SHAVER
HAIR DRYER
HEATING PAD
HEAT LAMP
SUN LAMP
VIBRATOR
VAPORIZER
OZONE LAMP
NIGHT LIGHT .
SERVICE JOBS
CLOTHES WASHER
CLOTHES DRYER
SEWING MACHINE
IRONER
HAND IRON
WATER HEATER
VACUUM CLEANER
b, WAXER-POLISHER
POWER TOOLS
=g GARAGE DOOR OPENER
§S ELECTRIC LAWN MOWER
8 AIR CONDITIONERS
@ ATTIC FAN
P OTHER FANS
Sj SPACE HEATERS
3) FURNACE MOTOR
% OTHER
SCORES: If you checked 45 items or
more, your standard of electrical living
is EXCELLENT
30 to 44— VERY GOOD
15 to 29— GOOD
Less than 15— YOU'RE MISSING A LOT
America's Independent Electric Light and Power Companies*
■'-Company names on request through this magazine.
Broadcasting
November 4, 1957 • Page 79
STATIONS CONTINUED
CAPTIVE AUDIENCE
When the Japanese gardener of
Harry Butcher, owner of KIST Santa
Barbara, Calif., was jailed for drunken-
ness, his services were not entirely
lost.
He became a radio researcher.
Last week Mr. Butcher got a letter
from his employe describing life in the
Santa Barbara jail. "Daytime is more
quiet than night time," the gardener
wrote. "All day long little radio work-
ing and make us happy. It's play on
the radio KlST. I asked people, Why
you play mostly KIST station? Answer
is, Sound is very clear."
WKST-TV Resumes Operations
WKST-TV New Castle, Pa., which was
suspended Jan. 14, 1955, went back on the
air last Wednesday on ch. 45 with 200 kw
power. WKST-TV studios are located in
New Castle and Youngstown, Ohio. The sta-
tion reported that it will carry ABC shows.
Station personnel includes Harry Reith,
vice president; Robert Emch, operations
director; Ernest Rety, chief engineer; Jack
Schuett and Jim Johnson, production;
Norman Wagey, news director; Eddie Lane,
sports; Douglas Dougherty, film editor;
Evelyn Baker, traffic; Gail Sleemans, con-
tinuity, and Mike Jaffee and Bob Rowe,
salesmen.
CHANGING HANDS
ANNOUNCED Subject to FCC approval
WNAX YANKTON, S. D., and KVTV (TV)
SIOUX CITY, IOWA* Sold by Cowles Broad-
casting Co. to Peoples Broadcasting Corp.
for $3 million [Closed Circuit, Oct. 7].
Acquisition will give Peoples (Nationwide
Mutual Insurance Co.) its first operating
tv station, fifth radio station; it already owns
WRFD Worthington, Ohio; WGAR-AM-
FM Cleveland, Ohio; WMMN Fairmont,
W. Va., and WTTM Trenton, N. J. WNAX
is 5 kw on 570 kc, CBS affiliated; KVTV
is ch. 9 with CBS and ABC affiliations.
WDIA MEMPHIS, TENN.» Sold by John R.
Pepper and E. R. Ferguson to Egmont
Sonderling and associates for $1 million.
Mr. Sonderling is associated with Richard
Goodman, Chicago real estate, 55%, and
Mason A. Loundy, banker, 20%. Buying
group also owns WOPA Oak Park, 111. (Chi-
cago), and KXEL Waterloo, Iowa. Mr.
Ferguson will be retained as general mana-
ger. WDIA is 50 kw day, 5 kw night on
1070 kc and specializes in Negro-program-
ming.
WMFD-TV WILMINGTON, N. C.» Con-
trolling (60%) interest sold by Richard
Austin Dunlea and wife to group comprising
WNCT (TV) Greenville, N. C, and J. M.
Jackson, cola bottler for $150,000. Upon
FCC approval, WMFD-TV would be
owned 49% by WNCT, 11% by Mr. Jack-
TRACK RECORD ON STATION SALES, APPROVALS
son and 40% by Dan D. Cameron, present
40% stockholder. WNCT is one of three
applicants for ch. 3 Wilmington, and will
drop this application. WMFD-TV is ch. 6,
affiliated with NBC, ABC and CBS.
WIKB IRON RIVER, MICH,« Sold by Henry
Frailing to Edwin Phelps and son Edwin Jr.
of Wilmette, 111., for $53,000. The Phelpses
still own more than half of WTAY Robin-
son, 111. WIKB is on 1230 kc with 250 w.
Broker: Allen Kander & Co., Washington.
KORC MINERAL WELLS, TEX.* Sold by
multiple station owner J. Elroy McCaw to
Action Broadcasting Corp., Waco, Tex., for
$45,000. KORC is on 1140 kc with 250 w.
Broker: Allen Kander & Co., Washington.
APPROVED BY FCC
WREX-TV ROCKFORD, ILL.* Sold to Bob
Hope, Albert Zugsmith, Martin Gang,
James Saphier, Arthur Hogan and Ashley
Robison by Bruce R. Gran and WROK-
Rockford Star and Register-Tribune, for
$2.85 million. Messrs. Hope, Gang and
Saphier are majority owners of KOA-AM-
FM-TV Denver; Mr. Hogan has interests in
KULA-AM-TV Honolulu, KVSM San Ma-
teo, Calif., and owns KFOX-AM-FM Long
Beach, Calif. Mr. Zugsmith has interests in
KULA stations, KRKD-AM-FM Los An-
geles, KITO San Bernardino, Calif., and
in KVSM. WREX-TV operates on ch. 13,
with CBS and ABC affiliations. It began op-
erating in September 1953. Comr. Bartley
voted to send a McFarland letter indicating
the necessity of a hearing.
WROM-TV CHATTANOOGA, TENN.* Sold
to Martin Theatres of Georgia Inc. by Dean
Covington, as executor of Leon Covington
estate, and associates for $722,500. Martin
Theatres owns WTVM (TV) Columbus, Ga.
WROM-TV operates on ch. 9 and began
commercial operation in June 1953.
WIIC (TV) PITTSBURGH, PA. • Fifty per
cent interest sold to H. Kenneth and Mar-
garet M. Brennen and Mary Thelma Bregen-
ser by Pittsburgh Post-Gazette (Block news-
papers interest also owning WWSW-AM-
FM Pittsburgh and Toledo [Ohio] Blade)
for $500,000. This is result of merger in
Pittsburgh ch. 11 hearing. WIIC is affili-
ated with NBC and began operating last
month.
WATV (TV) Airs Political Telethon
WATV (TV) Newark last week claimed
the distinction of carrying the longest com-
mercially-sponsored telecast ever presented
in the greater New York area — a 24-hour
telethon for the election of State Sen. Mal-
com S. Forbes, Republican candidate for
governor of New Jersey. A station spokes-
man said the Forbes-for-Governor Clubs of
New Jersey spent $25,000 for time and
facilities costs for the telethon, which began
at 10 p.m. Wednesday and ended at 10 p.m.
Thursday. He added that a 12-hour telethon
for Gov. Robert B. Meyner, is scheduled
to be carried on the station today (Monday),
sponsored by the state Democratic Clubs.
Page 80 • November 4, 1957
Broadcasting
YOUR BEST PRODUCT IS
YOU
. . . sell yourself through information and education
Cfje IXafcto antr Celebteton Cxecuttoe &octet|>
Presents the 1957-5B
Time Buying and Selling Seminar
November 12, 1957-March II, 7958
SIXTEEN LUNCHEON SESSIONS . . . LIVELY AND PROVOCATIVE
Hotel Shelton
Lexington and 49th St.
First Session: November 12th
Tuesday — 12:15 p.m.
Registrants — $3.00
Non-Registrants — $4.00
Registration — $ 1 0
NAME
Send with your check NOW to:
FIRM
Time Buying and Selling Seminar
Radio and Television Executives Society-
ADDRESS
Hotel Biltmore, Madison and 43rd St.
New York 17, New York
Broadcasting
November 4, 1957 • Page 8.1
una- vail' a- bil'i • ties
Very important . . .
Unavailabilities are something
a station has to sell that isn't
for sale.
Sometimes they're pointless bragging.
You know the kind . . .
"Continually sold out since 1948.
Sorry ... ho ... ho ... ho .. ."
Who cares?
You.
Unavailabilities tell you about a
station's programming, your
potential rating, the calibre of the
station itself — like KTTV's News
and News Feature programming.
Award-winning superb local remote
coverage, fast-breaking film to
supplement the national and
international news . . . with the news
features to round out the news
in depth.
Personalities . . .
Putnam . . . Coates . . . Joy . . .
Welsh. Four shows you can't buy.
It's top-quality programming like
this that gives your sales message a
running start . . . that builds the
audience, the atmosphere and first
class availabilities.
Oh yes, your KTTV sales rep
has availabilities, too.
Los Angeles Times-MGM
Television f |
Represented nationally by BLAIR -TV
STATIONS CONTINUED
OWNERSHIP papers were signed
Thursday at NBC offices in New York
formally transferring WJAS-AM-FM
Pittsburgh to NBC. At the signing
were (seated, 1 to r) Thomas B. Mc-
Fadden, vice president of NBC owned
stations and NBC Spot Sales; Margaret
Brennen, treasurer and assistant secre-
tary of Pittsburgh Radio Supply House
Inc., previous owner of the stations;
(standing, 1 to r), Paul Lynch, NBC
senior attorney and Harry Stehman,
vice president and secretary of the
former licensee.
WJAS, established in 1921, operates
on 1,320 kc with 5 kw, while WJAS-
FM operates in 99.7 mc with 24 kw.
The stations were sold to NBC for
$725,000.
WINR-TV Goes on Air Friday
Gannett-owned ch. 40 WINR-TV Bing-
hamton, N. Y., took to the air last Friday
and reception out to 70 miles was recorded,
Dale Taylor, manager of the Binghamton
Press station, reported. The uhf outlet —
second station in the tri-city area (Bingham-
ton-Endicott-Johnson City) — is a primary
NBC affiliate and also carries some ABC
programs. It is operating with over 1 million
watts.
The station will operate a regular 18-hour
day, from 7 a.m. to 1 a.m., broadcasting
network, film and slide programs. Its live
camera equipment is due Nov. 18. About
40,000 sets in the area have been converted
for uhf, Mr. Taylor said. In about two weeks
WINR-AM-TV will move into its new $1
million studio building.
Gannett Co. took over ownership of the
WINR stations last January, paying $165,-
000 for them. WINR-TV competes with ch.
12 WNBF-TV Binghamton.
Erie Outlets Now WICU-AM-TV
Call letters of the Edward Lamb stations
in Erie, Pa., were switched Oct. 25. Instead
of WIKK for radio and WICU (TV) for tv,
the new calls are WICU and WICU-TV,
according to Ben McLaughlin, general man-
ager. WICU is 5 kw on 1330 kc, and an
NBC affiliate; WICU-TV is ch. 12 with
NBC and ABC affiliations.
NETWORKS
Mutual Negotiating
For Don Lee Purchase
Negotiations for the acquisition of the
Don Lee Broadcasting System, Pacific Coast
regional network with 58 affiliates, got under
way Thursday in Los Angeles. Paul Roberts,
MBS president, is personnally handling these
negotiations as he handled those several
months ago, leading to the purchase of MBS
for $550,000 by a group of western business-
men [Networks, July 29]. Norman Boggs,
Don Lee vice president and general manager,
heads the regional network's negotiators.
As in the case of MBS. negotiations with
Don Lee are for the acquisition of the net-
work only and not of its owned stations,
KHJ-AM-TV Los Angeles and KFRC San
Francisco, Mr. Roberts said Thursday after-
noon. After the top level talks recessed,
facts and figures of the Don Lee operation
were being assembled for further discussions.
The purpose of the deal is to get better
clearance of Don Lee stations for MBS
programs, Mr. Roberts said. Asked about
financial arrangements, he said MBS has
made no offer and that terms suggested by
Don Lee are completely unrealistic, but he
emphasized this is only the start of negotia-
tions and the fact the two parties are so far
apart is nothing to worry about.
Crosby Reported Undecided
About CBS-TV Christmas Show
Bing Crosby last week reportedly hadn't
decided whether or not he will star in the
pre-Christmas musical variety program,
Bing Crosby's Christinas Card which has
been planned for sponsorship on CBS-TV
Dec. 1 1 by Shulton Inc. and U. S. Time
Corp. [At Deadline, Oct. 28].
The Dec. 1 1 special granted a sought-after
relief to Armstrong Cork Co., sponsor of the
regularly-scheduled Armstrong Circle The-
atre in the Wednesday, 10-11 p.m. slot. It
also provided time to both Shulton and
Timex for a special Christmas program to
spur last minute gift sales.
Shulton executives late Thursday main-
tained that Everett Crosby, who manages his
brother's business affairs, has promised to
"deliver Bing," but the crooner remained in-
communicado in Spokane, Wash., where he
is honeymooning with his wife, actress Kathy
Grant. A CBS-TV official Thursday evening
said that "at this point, we just don't know
where we stand." He felt that to deprive
Shulton of its pre-Christmas sing with Bing
would be a "catastrophe" for the toiletries
firm and he indicated CBS-TV was con-
cerned about possibly alienating Timex,
which it had just won over as an advertiser
from rival NBC-TV. U. S. Time Corp. the
week before had canceled comedian Bob
Hope's specially-filmed comedy shows on
that network after Mr. Hope appeared on a
Frank Sinatra ABC-TV show which included
a cross-plug for alternate sponsor Bulova
Watch Co. [Advertisers & Agencies, Oct.
28].
Reasons for Mr. Crosby's indecisiveness
were reported as vague as the program
status itself. Among them: that he was either
(A) unhappy about the format of the show
Page 82 • November 4, 1957
Broadcasting
I TWT now provides—
continuous ELECTRONIC MILEPOSTS IN THE SKY
VORTAC— the new, automatic
navigation system for all civil aircraft.
From Federal Telecommunication Laboratories, a
division of International Telephone and Telegraph
Corporation, came TACAN (tactical air navigation)
—to give our military aircraft the pin-point naviga-
tional accuracy and reliability, both in distance and
direction from a known point, demanded for mili-
tary operations at jet speeds.
Because the present nationwide navigation system
for civil aircraft, called VOR, already provides the
VORTAC airborne equipment is now available. For
detailed information write to Federal Telephone and
Radio Company, a division of IT&T, Clifton, N. J.
directional information, the government's Air Coor-
dinating Committee decided to add the distance
measuring feature of TACAN— creating a new inte-
grated system called VORTAC. Soon all aircraft—
private and commercial as well as military — will
receive complete navigational information from
either TACAN or VORTAC.
In the skies, over the seas, and in
industry . . . the pioneering leadership
in telecommunication research by
IT&T speeds the pace of electronic
progress.
INTERNATIONAL TELEPHONE AND TELEGRAPH CORPORATION, 67 Broad Street, New York 4, N.Y.
Broadcasting
November 4, 1957 • Page 83
NETWORKS CONTINUED
as outlined to him by independent program
packager George Ellis who had sold the
show to Shulton and that Mr. Crosby de-
manded some changes or (B) disturbed by
the fact that he would be co-sponsored by
an advertiser (Timex) which had just can-
celed out his good friend Bob Hope.
Meanwhile, in some other developments:
• Timex refused to reconsider its earlier
decision to drop comedian Hope's next five
shows, three of which would have been co-
sponsored in 1958 by Johnson Motors Div.,
Outboard Marine & Mfg. Co.
• McCann-Erickson, agency for Liggett
& Myers Tobacco Co., and Young & Rubi-
cam, agency for Borden Co., both planned
to reinstate their respective programs, Drag-
net (8:30-9 p.m.) and The People's Choice
(9-9:30 p.m.) on NBC-TV this Thursday.
Both Nov. 7 programs had originally been
pre-empted to make way for the special one-
hour Timex-sponsored Bob Hope show.
• NBC-TV was beginning to sound out
advertisers and agencies to find both spon-
sors and new time slots for the filmed Bob
Hope programs which it reportedly must
play off if the network is to recoup its in-
vestment.
Networks Assure Rep. Harris
They'll Let Foster Songs Be
Rep. Oren Harris (D-Ark.), chairman
of the House Interstate Foreign Commerce
Committee, last week announced he has re-
ceived assurances from CBS and NBC, for-
mer censors of such Stephen Foster ballads
as "Way Down Upon the Suwanee River"
and "My Old Kentucky Home" (state songs
of Florida and Kentucky, respectively),
that they will discontinue making changes
in some of Foster's words.
Rep. Harris stated: "I am gratified that
the two networks have voluntarily modified
their policies with respect to official state
songs (and in the case of CBS also with
respect to songs and lyrics which 'are part
of our folkways')."
ABC and MBS had informed Congress-
man Harris that they did not have any policy
as to on-air censorship of lyrics. The whole
problem of song censorship arose last sum-
mer when the long-standing practices of
CBS and NBC in regard to the changing of
certain allegedly offensive words in Foster
MR. BAER
and other songs— among the words said to
have been changed: "darkies" and "mammy"
— first received Congressional attention
[Government, July 29].
Baer to Head MBS News;
Headquarters Shifted to N. Y.
Transfer of Mutual's news headquarters
from Washington to New York and the ap-
pointment of Norman Baer as director of
news and special events were announced last
week by Paul Rob-
erts, MBS president
[Closed Circuit,
Oct. 28].
Mr. Roberts ex-
plained that the
switch of the news
headquarters back to
New York was
prompted by "in-
creased use of spe-
cial circuits for over-
seas pickups from
Mutual's far-flung
correspondents corps." The network had
moved its headquarters to Washington last
spring but Mr. Roberts said that "ever-in-
creasing overseas news activity" placed "too
much strain on our New York-to-Washing-
ton circuits."
Mr. Baer, who joined Mutual last month
as a producer, succeeds Robert F. Hurleigh
who recently was named MBS vice president
in charge of Washington operations [Net-
works, Oct. 28]. Mr. Baer earlier had been
radio-tv director of Lewin, Williams & Say-
lor, New York, and in news capacities with
International News Service and the DuMont
Television Network. He also was a partner
in Gross-Baer Productions, New York, pro-
ducer of radio-tv news, sports and public
affairs programs.
Another Million for NBC Radio
New business amounting to more than
$1 million net was placed on NBC Radio
by 1 1 advertisers, it was announced Oct. 25
by the network. Sponsors include Reader's
Digest Assn., through J. Walter Thompson
Co., New York, for one-quarter purchase of
News-on-the-Hour broadcasts; Carling Brew-
ing Co., through Benton & Bowles, New
York, for 18 five-minute Monitor segments
IN AKRON
WAKR u A£.
HOOPER, Akron, O., July -August, 1957
PULSE, Akron, O., July, 1957
NIELSEN, N. C. S. No. 2
Af| BURKE-STU ART, INC.
S Only 24 Hour _ ■/"> AH New York, Chicago, Detroit, H
and MUSiC Station If hVjU San Francisco
■ X^M^ or KEN KEEGAN
■ PO. 2-8811, Akron
Akron
News a
LOOK MA, I'M TEN!
Television will become introspective
for Wi hours on Sunday, Nov. 10,
when NBC-TV on its Wide Wide
World program presents "The Fabu-
lous Infant" — the story of network
tv.
According to NBC-TV, this marks
the first time all three networks —
NBC-TV, CBS-TV and ABC-TV—
will cooperate in such a venture, pro-
viding historic program excerpts "of
great moments of tv's first 10 years."
Some 40 stars from all three networks
will be seen on the program's flash-
backs. The program also will travel
to various stations across the country
to show how local tv stations help
develop new talent and new program
ideas.
per month for one year; Renuzit Home
Products Co., through Arndt, Preston,
Chapin, Lamb & Keene, for seven one-
minute participations in NBC Bandstand for
eight weeks; Standard Brands (Chase & San-
born Instant Coffee), through Compton
Adv., for nine one-minute and ten 30-
second participations in four daytime pro-
grams per week for five weeks; Seven-Up
Co., through J. Walter Thompson, nine one-
minute participations in three daytime pro-
grams, and Best Foods Inc., through Dancer-
Fitzgerald-Sample, eight six-second partici-
pation in daytime programs from Nov. 22-
26.
AFL-CIO News Shows on ABN
May Continue, Says Zack
The AFL-CIO's two nightly news shows
on ABN may get a reprieve from the sen-
tence delivered earlier this fall by the union
organization's executive council, according
to Albert Zack, assistant director of public
relations of the AFL-CIO.
The council had voted to discontinue the
Edward Morgan and lohn Vandercook pro-
grams at the end of the year, but at a news
conference Oct. 25, President George Meany
of the AFL-CIO said numerous council-
men and union members had objected.
Mr. Morgan is heard Monday-Friday,
7-7:15 p.m. EST, and Mr. Vandercook
week-nights, 10-10:15. In December the
Vandercook show will have been on the
air five years and the Morgan show three.
The door may be reopened for continua-
tion of the ABN programs when the AFL-
CIO council meets in Atlantic City Dec. 4,
the day before the AFL-CIO convention
begins, according to Mr. Zack. At that time
a committee on administration of a $100,000
monthly appropriation for publicity in 1958
will make its report. The committee might
recommend continuing the shows under
the publicity budget.
In case of the union's cancellation, the
two newscasters will continue to be heard
on ABN, the network said last week. Agency
for the AFL-CIO is Furman, Feiner & Co.,
New York.
Page 84 • November 4, 1957
Broadcasting
GOVERNMENT
WPEN-TV ATTACKS
FM MULTIPLEXING
• Asks deletion of FCC rule
* Sees fm deaths otherwise
A direct attack on the multiplexing re-
quirement for fm stations — scheduled to
become effective Jan. 1 — has been made by
WPEN-FM Philadelphia.
In a formal petition filed with the FCC
last week, the station asked deletion of the
requirement that fm stations which engage
in functional music and other special serv-
ices must use multiplexing.
Unless this is done, WPEN-FM said, fm
stations will be unable to continue to
operate.
In multiplexing, fm stations broadcast
two or more signals, riding the same carrier.
One signal is for the general public; the
other program is the specialized series for
business establishments, offices and other
non-broadcast use. For the last few years,
fm stations have found a lucrative field in
supplying specialized music programs on a
contract basis. These programs, mainly
background music, have been broadcast on
a simplex basis, which meant that the gen-
eral public has been able to hear them.
The FCC's attitude is that fm stations
must operate a general broadcast service
to the public and that the specialized pro-
gramming is not this kind of service. With
multiplexing, the Commission held, an fm
station could maintain a general program
schedule for the public, and at the same
time feed special programs to its subscribers.
These would not be available to the general
public since they would require a special
receiver to be heard.
Originally the FCC ordered multiplexing
July 1, 1955. However it has postponed the
deadline date several times in response to
requests by fm stations. The last extension
set Jan. 1 as the deadline for conversion
to a multiplex system.
Fm operators have been divided on the
merits of multiplexing. Those opposed
claim that the equipment has not been
sufficiently developed for commercial use.
They also have questioned the efficacy of
multiplex signals over those broadcast on a
simplex method. Alarm has also been raised
at the cost required to convert existing
stations and receivers.
The WPEN-FM petition asked that the
FCC change its rules to permit multiplexing,
but not require it.
The Philadelphia station said it has experi-
mented with multiplex equipment for a
number of months and has found engineer-
ing difficulties. It said there is a considerable
amount of cross-talk in a number of loca-
tions now receiving good simplex service.
In other locations it is not possible to bring
in a listenable signal, the station said, par-
ticularly in the downtown areas of Philadel-
phia. Multiplex service is restricted to al-
most half of the coverage of a simplex
operation, WPEN-FM stated.
WPEN-FM said it was using a Harkins
& Hershfield transmission unit and two
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Broadcasting
November 4, 1957 • Page 85
GOVERNMENT CONTINUED
Browning and two H&H receivers.
The Philadelphia station said it has 200
subscribers to its good music program —
but that the same program is enjoyed by the
general public. WPEN-FM has more listen-
ers at times than some Philadelphia am sta-
tions which are presumably broadcasting
more popular programs, the station said.
If WPEN-FM were to just duplicate WPEN,
these people would not listen, it added.
The multiplexing experiments have cost
WPEN-FM about $10,000, the station said.
To fully convert it would cost between
$60,000 and $70,000, the station estimated,
and the service would be "technically in-
ferior" to the present simplex operation.
Faced with these costs and with a "ques-
tionable" service, the Philadelphia outlet
said it doubts that it could continue to
operate the fm station at all.
Jacobson Named Engineer Aide
On Ford Staff at Commission
Daniel Jacobson, who once served under
Comr. Frederick W. Ford when the latter
headed the FCC's Broadcast Bureau hear-
ing division, last week was named engineer-
ing assistant to Mr. Ford.
Mr. Jacobson has been with the Broad-
cast Bureau since 1946 except for a short
tour of duty with the Commission's Safety
and Special Radio Services Bureau. Since
the lifting of the tv freeze in 1952, he has
been in charge of the technical processing
of tv applications as a supervisory engineer
in the Broadcast Bureau.
NTA Asks Newark Buy Approval;
Purchase of KMGM-TV Held Up
The FCC was asked last week to approve
the $3.5 million sale of WAAT-AM-FM and
ch. 13 WATV (TV) Newark, N. J., by
Irving R. Rosenhaus and associates to Na-
tional Telefilm Assoc. [At Deadline, Oct.
7]. This marks the first sale of a New York
market tv station.
At the same time, NTA found that its
$650,000 purchase of 75% interest in ch.
9 KMGM-TV Minneapolis had been held
up by the FCC pending coordination with
the Department of Justice. NTA is one of
five film syndicators accused by the gov-
ernment of block-booking. The antitrust
suit was filed last April. Loew's Inc. owns
25% of KMGM-TV and would retain this
interest. This occurred after KSTP-TV St.
Paul called the Commission's attention to
the antitrust charges last week.
NTA is a publicly held corporation. It is
listed on the American Stock Exchange.
Last spring, NTA inaugurated the NTA
Film Network. The film network is 50%
owned by NTA and 50% by 20th Century-
Fox Film Co. It began April 1 with 134
outlets. Ch. 11 WPIX (TV) -New York
Daily News is NTA Film Network's out-
let in New York.
WAAT was founded in 1930 and operates
on 570 kc with 5 kw day, 1 kw night.
WATV began operating in 1948 on ch. 13
and is one of seven tv stations sharing an
antenna atop the Empire State Bldg.
Terms of the sale call for NTA to pay
$200,000 at closing and the remainder over
an eight year period.
WAAT stations are licensed to Bremer
Broadcasting Corp., whose balance sheet as
of Sept. 30, 1957, showed total assets of
$41,589, with current assets of $14,945.
Total liabilities were listed at $370,866,
and a deficit of $474,276. Estimated replace-
ment value of the WAAT stations was given
at $157,800.
WATV is licensed to Atlantic Television
Co., whose balance sheet as of Sept. 30 of
this year showed total assets of $599,302,
with current assets of $123,362. Total liabili-
ties were listed as $532,417, and deficit as
$148,115. Estimated replacement cost of
WATV was given as $1,235,000.
NTA — one of the major tv film syndi-
cators— is headed by Ely A. Landau as
chairman, with Oliver A. Unger and Harold
Goldman as president and executive vice
president, respectively. NTA balance sheet
as of July 31 of this year showed total
assets of over $33 million, with $27.6 mil-
lion in current assets. Current liabilities
were given as $16,985,218; capital surplus
as $3.6 million and earned surplus as
$1,475,000.
NTA earned after federal income taxes
$414,877 in 1956 and suffered a deficit of
$293,000 in 1955. Both are based on fiscal
July 31 dates.
The transaction is actually a stock pur-
chase from Irving R. Rosenhaus and family
who control the stations, and Frank V.
Bremer, holding a 10% interest.
WDAM-TV Asks Permission
To Move to Baton Rouge
WDAM-TV Hattiesburg, Miss., last week
asked the FCC for permission to move to
Baton Rouge, La., taking its ch. 9 frequency
assignment along with it.
In its place, the station said Laurel Tele-
vision Co. would move into WDAM-TV's
installation and start operations on ch. 7 for
which it already has FCC permission.
Both WDAM-TV and Laurel are in agree-
ment on the switch, maintaining that but
one tv station can survive there, and that
Laurel Television can service the entire
Hattiesburg-Laurel market with ch. 7. The
shuffle also would involve closing down
WAFB-TV in Baton Rouge whose ch. 28
operation is controlled by WDSU-TV New
Orleans, also a majority stockholder of
WDAM-TV.
WGMS-AM-FM Sale Finalized
RKO Teleradio Pictures Inc. last week
finally secured FCC approval to buy WGMS-
AM-FM Washington, D. C, for $400,000
after withdrawal of the long standing opposi-
tion by minority stockholder Lawrence M.
C. Smith, who headed a protesting group of
local good music lovers. [Government,
Oct. 21]. RKO Teleradio will retain M.
Robert Rogers, general manager of the sta-
tions for the last ten years, plus WGMS'
present music schedule mingled with MBS
newscasts. WGMS, established in 1947,
operates on 570 kc with 5 kw daytime and
1 kw night; and WGMS-FM is on 103.5 mc
with 20 kw.
"Results With Adults"
There IS a difference in audiences. Ours is the
adult audience, especially the ladies who
spend the family budget. Our music is attrac-
tive: memory snappers, toe tappers, old
favorites. In addition to the top forty, we
feature the top 6,000 tunes . . . and complete
local news coverage. For the fourth straight
r, PULSE (8/57) proves KTRI is dominant.
ONLY LOCAL STATION WITH LOCAL NEWS REPORTER
MUSIC
SIOUX CITY
IOWA
5000 WATTS
KTRI
NEWS
SIOUX CITY
IOWA
BOTH ARE REPRESENTED BY EVERETT-McKINNEY, Inc.
920 KC
KQUE
ALBUQUERQUE
NEW MEXICO
5,000 WATTS
KTRI
SIOUX CITY
IOWA
Page 86 • November 4, 1957
Broadcasting
WNCT (TV) Buys 49% Interest
In WMFD, Seeks Approval
The FCC was asked last week to approve
the purchase of a 49% interest in WMFD-
TV Wilmington, N. C, by WNCT (TV)
Greenville, N. C.
WNCT, at present one of three applicants
for ch. 3 in Wilmington, indicated it would
withdraw its application. The other two
Wilmington applicants are United Broad-
casting Co. (Richard Eaton) and WGNI
Wilmington.
WMFD-TV operates on ch. 6 and is affili-
ated with all three tv networks. It is owned
60% by Richard Austin Dunlea and wife
and 40% by McMillan & Cameron.
Terms of the sale showed that WNCT and
John W. Jackson, Wilmington soft drink
bottler, were paying the Dunleas $150,000
for their interest. They were also buying
more stock from the company, which would
reshuffle ownership so that WNCT would
own 49 % , Mr. Jackson 1 1 % and McMillan
& Cameron retaining 40% interest.
WNCT, ch. 9 affiliated with CBS and
ABC, is owned by Earl McD. Westbrook,
27%; Josh Home, 5%; Herbert Brauff,
10%; Penn Watson, 10%, and others. Mr.
Home is publisher of Rocky Mount (N. C.)
Telegram; Mr. Brauff, of the Wilson (N. C.)
Times.
The WMFD-TV balance sheet as of Sept.
30, 1957 showed total assets of $473,669,
with current assets of $73,381. Total liabili-
ties were $367,456, and loss for nine months
ended Sept. 30 this year was $18,692. The
radio station is not included in this trans-
action.
Total assets of WNCT as of Sept. 30 of
this year were $895,316, with a surplus of
$103,300.
FCC Authorizes WNHC-TV Move
Of Transmitter Nearer Hartford
The FCC last week voted to grant ch. 8
WNHC-TV New Haven, Conn., permission
to move its transmitter location nearer Hart-
ford, Conn. It approved a modification of the
construction permit held by Triangle Pub-
lications Inc. to move the WNHC-TV an-
tenna from nine miles' north of New Haven
to a site 20 miles northeast of New Haven.
This places the transmitter 14.5 miles
south of Hartford, compared to the pres-
ent 26.5 miles southwest of Hartford.
The Commission said the action was
without prejudice to the outcome of the cur-
rent rule making involving the allocation
of ch. 8 to the Providence, R. I., area and
substituting ch. 6 therefor. Comrs. Hyde
and Lee voted to issue a McFarland letter
indicating the necessity of a hearing. Tri-
angle owns WFIL-AM-FM-TV Philadelphia
(Philadelphia Inquirer), WFBG-AM-TV Al-
toona, Pa., WLBR-TV Lebanon, Pa.,
WNBF-AM-TV Binghamton. N. Y., and
50% of WHGB Harrisburg, Pa.
Class IVs Get New Deadline
Community Broadcasters Assoc. Inc., rep-
resenting Class IV am stations, last week se-
cured still another FCC extension of time to
file comments on proposed rules to increase
am broadcast power from 250 to 1,000 w.
The new deadline is Dec. 2 instead of Nov.
1, and reply comments are due Dec. 12. A
handful of stations already have supported
the idea with certain modifications.
Lanolin Signs FTC Consent Order
Prohibiting Tv Misrepresentation
Lanolin Plus Inc., Chicago, has become
the first television advertiser to capitulate in
the Federal Trade Commission's campaign
against visual misrepresentation. The firm,
whose shampoo commercials were at issue,
also was the first cosmetic advertiser singled
out by official monitoring.
The Chicago firm has signed an FTC
consent order agreeing it won't represent
that competitors' detergent shampoos will
burn hair and that it won't use scare tactics
in its copy.
The consent order does not constitute an
admission by Lanolin Plus that it has vio-
lated the law. It follows a complaint last
summer by the FTC [Government, July
22] and subsequent action by an FTC hear-
ing examiner, backed up by the full com-
mission in the consent order.
Monitoring cases still pending before the
FTC include another shampoo complaint
against Helene Curtis Industries Inc. and
actions involving the following drug manu-
facturers: American Chicle Co., Whitehall
Pharmacal Co., Mentholatum Co. and
Omega Chemical Co.
FCC Ponders Whether 'Equal Time'
Offered by WABD (TV) Is Equal
The FCC last week was pondering
whether broadcast time during 4-4:30 p.m.
on a weekday is as desirable to a qualified
candidate for the mayoralty of New York
City as a Sunday mid-day half-hour.
The Socialist Workers Party in New York
said no, complaining about WABD (TV)
there and its program. Between the Lines,
which recently gave the so-called favored
time to rival candidates in this week's elec-
tion. Mrs. Joyce Crowley, would-be Socialist
mayor, was not on the show, and later
turned down a station offer of the 4 o'clock
period Tuesday. She protested to FCC.
The FCC replied to the political group,
with a copy to WABD (TV), that it did not
have enough facts to arrange a hearing —
which it said was indicated — by Nov. 5, elec-
tion day. It also noted that its rules do not
require stations to offer all candidates ex-
actly the same time. But it added that those
segments offered, and their length, should
be comparable as to desirability.
Williamson Succeeds Layton
Former Mayor W. E. Williamson of
Magnolia, Ark. last week took over as
chief clerk of the House Interstate & For-
eign Commerce Committee succeeding
Elton J. Layton who retired [Government,
Aug. 5]. The new chief clerk at one time
did sports announcing on KVMA Magnolia.
strike up the band for
daytime sponsors, too!
ARB's September ratings show
WMAL-TV's American Bandstand first
with audience, with a resounding
5.5 .. . and 34.8% of audience. This
Bandstand audience is 47% adult, with 2.3 viewers
per set . . . highest for the time period.
Sponsors getting good sales music:
Coca-Cola, Robert Hall, Kessamin, Ivory Flakes, French's
Instant Potato Mix. Adjacencies : Thompson's Dairy,
Evening Star, QT Frosting, DuPont Laundry, Briggs
Meat Products, Luzianne Coffee, Lay's Potato Chips.
On our 12-Plan. . .$36.00 a spot
On our 6-Plan... 43.20 a spot
On our 3-Plan . . . 57.60 a spot
^ real lively daytime programming
wmal-tv I Q
maximum power on channel 7 WASHINGTON, D.C.
AN EVENING STAR STATION/ Represented by H-R Television, Inc
Broadcasting
November 4, 1957 • Page 87
GOVERNMENT
CONTINUED
ON THE HOUR
DAILY
wi
ith
TOM DECKER
KEN POWELL
WVET
RADIO
ROCHESTER, N.Y.
Represented Nationally by
THE BOLLING CO
Tv Excise Tax Relief Needed,
CCT's Bradley Tells Forand
The current outlook for uhf television
"is more serious . . . than it was a year ago
at this time. . . . Excise tax relief is needed
immediately . . ." according to a letter
Wallace M. Bradley, executive director of
the Committee for Competitive Television,
wrote to Chairman Aime J. Forand (D-R. I.)
of the House Ways & Means Committee last
week.
Citing the fact that 10 uhf stations have
gone off the air since last year, Mr. Bradley
urged that "closest attention" be given the
four all-channel television set excise tax
bills which will be coming up for action in
the next session of Congress. Most of the uhf
stations which have ceased operation have
retained their cps, he pointed out, and "can
return to the air providing there are televi-
sion receivers available in their areas so that
the audience will be available to view them."
Mr. Bradley also noted that tax relief on
all-channel receivers is needed to "correct
a social problem — this problem being that
most communities in the United States will
be unable to have a local television service
without further establishment of the uhf
television band."
Harold (Hal) V. Phillips, general manager
of WTVH (TV) Peoria, 111., was appointed
vice chairman of CCT last week. This fol-
lows the appointment a number of weeks
ago of Edward Breen, president of KQTV
(TV) Fort Dodge, Iowa, as a CCT vice
chairman.
KBTM-TV Surrenders Ch. 8 Cp
KBTM-TV lonesboro, Ark., ch. 8, sur-
rendered its cp last week without having be-
gun construction.
WGLV (TV) Easton, Pa., ch. 57, which
began operating in July of 1953, is off the
air for sixth months. This follows another
Pennsylvania station, WLEV-TV Bethle-
hem, ch. 51, which has temporarily sus-
pended operations for six months [At Dead-
line, Oct. 28].
Chinook Abandons Ch. 23 Permit
Chinook Television Co., Yakima, Wash.,
last week withdrew its reinstatement ap-
plication to use an expired construction per-
mit to operate on ch. 23 there.
The FCC granted Chinook its permit in
March 1955 and later allowed the firm two
time extensions, the second of which has
run out. Now the firm has told the Com-
mission it is no longer interested, making
ch. 23 available to others.
Government Scanning Flu Claims
The Federal Trade Commission last week
joined the Food and Drug Administration
in a warning to drug advertisers against
claims that products can prevent or treat
Asiatic flu.
The statement, expected for some time
[Closed Circuit, Oct. 28], said research by
the U. S. Public Health Service shows that
vaccine inoculation is the only way to pre-
vent influenza, although "some drug prepara-
tions will relieve some of the discom-
forts. . . ."
The FTC is "actively checking all media
of advertising and will move promptly to
eliminate any claims that are false or mis-
leading," it reported.
NAACP Official Accuses WLBT (TV)
Of Unfairness on Racial Question
The Mississippi field secretary of the Na-
tional Assn. for the Advancement of Colored
People last week told the FCC that WLBT
(TV) Jackson, Miss., refused him equal
time to answer racial comments made on a
WLBT hour-long panel show by white
southern political leaders.
The program included Mississippi Gov.
J. P. Coleman, Sen. James O. Eastland (D-
Miss.) and Rep. John Bell Williams CD-
Miss.), who discussed the Little Rock situa-
tion and the use of federal troops there. It
was broadcast on other outlets.
The FCC regulation regarding the provi-
sion for equal time applies only to legally
qualified candidates for public office, and
was not the case here. But the FCC has a
long standing policy calling for fairness in
the broadcast of controversial issues, and it
has often had to remind stations of this. The
Commission, however, unwilling to be ac-
cused of program censorship, is reluctant to
tell a station just how to be fair. Charges of
unfairness are subsequently considered by
the FCC when a station's license is up for
renewal.
The NAACP complaint will be released
after the FCC has looked into it and replied.
Project Granted 5 Translators
The FCC has granted White Pine Televi-
sion District ($60,000 Nevada community
project) five construction permits for new tv
translator stations so local subscribers can
see Salt Lake City programs.
The White Pine District is composed of
would-be viewers in McGill and Ely, Nev.
Three translators will serve McGill: one on
ch. 73 to translate ch. 5 KSL-TV, a second
on ch. 83 to translate ch. 4 KTVT (TV), and
a third on ch. 78 to translate ch. 2 KUTV
(TV). The other two translators will cover
Ely: one on ch. 80 to translate KTVT and
the other on ch. 75 to translate KUTV.
WWLP (TV) Awarded Translator
WWLP (TV) Springfield, Mass. (ch. 22),
last week was awarded a grant to build a
tv translator station on ch. 81 to translate
programs of its satellite WRLP (TV) Green-
field, Mass. (ch. 32), for viewers in Lebanon
and Hanover, N. H, and White River Junc-
tion, Vt. This grant is part of an overall
program wherein WWLP is seeking FCC
permission to establish a chain of translator
stations throughout New England.
El
NUMBER ONE RADIO BUY
KOSI
Se. For).
KOBY
S»e Perry
Page 88 • November 4, 1957
Broadcasting
I
[BADE ASSNS.
SEESAW WEEK FOR EQUAL ACCESS
• ABA study group recommends keeping Canon 35
• Texas, Connecticut developments encouraging
Broadcasters' long battle for equal access
suffered a sharp reversal last Friday when
a special committee of the American Bar
Foundation urged the American Bar Assn.
to retain its ban (Canon 35) on the photo-
graphing, televising or broadcasting of court
trials.
The committee's report was made after 18
months of study. The report contended that
in spite of modern techniques, the presence
of cameras and broadcasting equipment
would "introduce extraneous influences
which tend to have a detrimental psycho-
logical effect on the judge and the jury as
well as on the litigant, his lawyers and wit-
nesses, and to divert them from the proper
objectives of the trial."
The committee of lawyers, judges and
legal educators did advocate that Canon
35 be revised to permit judges to authorize
photographic, radio and tv coverage of
strictly ceremonial courtroom proceedings.
Prior to the issuance of the report, differ-
ing opinions came from two separate ac-
tions. On Oct. 25, the board of directors
of the State Bar of Texas approved the find-
ings of a special committee that concluded
"there is no need nor demand for the adop-
tion of Canon 35 by the Bar generally or
the public and we recommend against its
adoption." That committee's report, how-
ever, did impose several restrictions on me-
dia covering judicial proceedings (below).
That same week, Superior Court Judge
Thomas E. Troland told the Connecticut
Bar Assn. that he favors the experimental
use of tv cameras, radio microphones and
still cameras in state courts. He was ad-
dressing a Canon 35 panel discussion at the
annual CBA meeting in Hartford.
"The time is coming inevitably," he said,
"when this rule will be relaxed. ... If the
methods are unobtrusive we ought to try it.
We ought to have a pilot program in one
court and experiment with it for a time."
Judge Troland added that he would be
willing to experiment with it in his court.
The American Bar Foundation's report
will be presented for consideration to the
ABA's House of Delegates — its policy mak-
ing body — at a February meeting in At-
lanta.
The committee said the principal argu-
ment of radio and tv broadcasters and the
press was that the First Amendment guaran-
teeing freedom of the press entitled all
forms of news media access to the court-
room, and that modern techniques would
cause little, if any, confusion or distraction.
"This argument is based on a fallacious
view of the nature of those [Press] free-
doms," the committee said. It quoted a 1950
decision of the U. S. Supreme Court:
"The right of the public to be protected,
from the evils of conduct, even though
First Amendment rights to persons or groups
are thereby in some manner infringed, has
received frequent and consistent recogni-
tion by this court."
Broadcasting
The committee also said that the right
of judges to exclude the public from cer-
tain trials has been upheld by the courts
and added that the press can claim no rights
not common to "every citizen."
The committee added these reasons why
it believes courts1 should not permit broad-
casting or photographing of actual trials:
1. Judges should be free from avoidable
"distractions or disturbances that are inimical
to judicious conduct." It would impose on
a judge the "additional impossible functions
of impresario, producer and censor" to
make him responsible for determining what
equipment should be allowed in the court-
room.
2. The judicial function occupies a unique
place in our society and has none of the
attributes of "ceremony, spectacle or enter-
tainment." It added the "one purpose" of
judicial power is to "determine the rights
and duties" of all who come within the
court's jurisdiction.
3. A trial is no less public because of the
exclusion of cameras and broadcasting equip-
ment.
4. Judges should not be placed in the
roles of censors.
Referring to a ruling of the Colorado
Supreme Court last year which allows
Colorado judges to decide whether portions
or all of certain trials should be broadcast
or photographed, the committee said:
"Certainly, the press itself would be the
first to condemn any such censorship of
broadcasters as is implicit in the Colorado
rule . . . Certainly no trial judge should
be expected to interrupt the orderly trial of
a case before him to ascertain whether the
jurors or witnesses object to having their
photographs taken, or to ascertain whether
witnesses object to having their testimony
broadcast."
The Texas report, imposed several restric-
tions on media covering juridical proceed-
ings, although concluding they should be
admitted. Among them: (1) flash bulbs and
artificial lighting are forbidden; (2) no wit-
ness, over his objections, can be photo-
graphed or can his voice be used on radio-tv;
(3) covering media must obtain permission
for court coverage and must abide by such
rules as the court may impose; (4) violation
of court rules will be punished as contempt;
(5) where a judge has refused to allow or
limit coverage, any attempt other than
argument by representatives of the news
media with the court, to bring pressure of
any kind on the judge, pending disposition
of the case will be punished as a contempt.
The special 1 1-man committee was headed
by Chief Justice Spurgeon E. Bell of the
Houston Court of Civil Appeals. The com-
mittee reviewed the broadcast handling of
such cases as State vs. Washburn, at Waco,
YOU'LL SCORE WITH JAXIE"..
Best Buy in the South's
Great $l1/2 Billion Mar-
ket!
Basic NBC Affiliation
Represented by
Peters, Griffin, Woodward, Inc.
Channel 12
Jacksonville, Florida
Home of the Gator Bowl
November 4, 1957
Page 89
TRADE ASSNS. continued
Tex., and State of Colorado vs. Graham at
Denver. Committee also considered the brief
of the American Bar Assn. in support of
Canon 35, the report of the Supreme Court
of Colorado on its hearings on this question,
and the testimony of Judge Justin Miller, on
behalf of NARTB, before the Supreme
Court of Colorado.
EIA Committee Named
In Spectrum Study Plan
Industry representatives were appointed
last week to the Electronic Industries Assn.'s
Special Spectrum Study Committee to pre-
pare recommendations for presentation to
the EIA directors Nov. 21 on the most
effective method of bringing about a study
of the "entire radio spectrum," according
to W. R. G. Baker, president of EIA.
The committee's establishment is in ac-
cordance with action taken by the EIA
Board Sept. 12, in Los Angeles [Lead
Story, Sept. 16].
The committee, composed of officers and
directors of EIA as well as technical ad-
visors, will be aided in learning the attitudes
of important Washington officials con-
cerned with "the problem of frequency al-
locations" by a task force designated by
Dr. Baker in concurrence with H. Leslie
Hoffman, chairman of the study commit-
tee. This task force includes Paul L. Cham-
berlain, GE chairman; Ira J. Kaar, Hoffman
Electronics; Donald G. Fink, Philco Corp.;
Thomas C. Rives, GE, and Philip F. Siling,
RCA.
In his notice to members of the commit-
tee informing them of their appointment,
Dr. Baker said: "I believe the proposal ap-
proved by the Board of Directors in Los
Angeles is one of the most important pro-
grams ever undertaken by our association,
and industry and, if successful, will have
far-reaching and beneficial consequences to
the public and the industry for many years
to come.
"The committee, as I see it, has two
major functions ... to recommend to the
board the most effective procedure for im-
plementing the spectrum study proposed
by EIA . . . (and) to recommend the chair-
man and possibly the members of a com-
mission or committee which would conduct
the actual spectrum study. This committee,
if acceptable to the government, would be
appointed presumably by the president. . . ."
Committee members, appointed by Dr.
Baker, are:
H. Leslie Hoffman, chairman, Hoffman
Electronics Corp.; Robert C. Sprague,
vice chairman, Sprague Electric Co.;
E. C. Anderson, RCA; Max F. Balcom, Syl-
vania Electric Products Inc.; Robert S. Bell,
Packard Bell Electronics Corp.; David R.
Hull, Raytheon Manufacturing Co.; F. R.
Lack, Western Electric Co.; W. J. Morlock,
General Electric Co.; C. B. Thornton, Litton
Industries Inc.; L. C. Truesdell, Zenith
Radio Corp.; Paul L. Chamberlain, GE;
Donald G. Fink, Philco Corp.; Ira J. Kaar,
Hoffman Electronics Corp.; Daniel E. Noble,
Motorola Inc.; Thomas C. Rives, GE;
Philip E. Siling, RCA; David B. Smith,
Philco Corp.; L. G. Cumming, ex officio,
IRE-JTAC.
RTES Seminars Start Nov. 12,
Cover Several Media Problems
The whys, hows and whats of timebuying
as well as current issues in the field — in-
cluding ratings, barter and share-time spot
buying — will be explored in a series of
weekly luncheons starting Nov. 12 and con-
cluding March 11, 1958, at the Shelton
Hotel in New York.
Under the auspices of Radio & Televi-
sion Executives Society, the luncheon series,
formally labeled "Timebuying & Selling
Seminar," is in its fourth year. All sessions
start at 12:15 p.m.
The tentative program schedule released
by RTES last week:
Nov. 12— "History of Spot Radio & Tv"
with Lewis H. Avery, president of Avery-
Knodel Inc., as speaker; Nov. 19 — "Ratings"
with Ward Dorrell, vice president of John
Blair & Co., as speaker; Nov. 26 — "Ratings
. . . Smatings?" with Georgie Jessel as
speaker, and another to be announced; Dec.
3 — "Coverage" with William B. Lodge,
CBS-TV vice president in charge of station
relations and engineering; Dec. 10 — "Help-
ful Hints of Buying" with speaker to be
announced, and Dec. 17 — "Why Clients
Seem Peculiar" with Brown Bolte, executive
vice president of Benton & Bowles, as
speaker.
Jan. 7 — "Intangibles of Buying Televi-
sion and Radio" with speaker to be an-
nounced; Jan. 14 — "The General Foods-
Bristol-Myers Buy" with David P. Crane,
vice president in charge of media, Benton
& Bowles; Jan. 21 — "Barter Buys" with
Matthew M. Fox,- president of C & C Tel-
evision Corp., and Frank M. Headley,
president-treasurer of H-R Representatives
Inc. and president of Station Representatives
Assn.; Jan. 28 — "Lever Bros. Looks at
Broadcasting" with Sam Thurm, media di-
rector of Lever Bros.
Feb. 4 — "What's With Radio?" with
speaker not yet slated; Feb. 1 1 — "What's
With Television?" with Don Durgin, vice
president of tv sales planning at NBC; Feb.
18 — "Commercial Editing" with Herbert A.
Carlborg, director of editing at CBS-TV;
Feb. 25 — "One Shots — Saturation Flights —
Consistent Schedules" with Robert L. Fore-
man, vice president in charge of radio-tv
of BBDO; March 4 — "How to Get Ahead
by Trying" with William P. Dollard, media
buyer of Young & Rubicam; March 1 1 —
"The Mike Wallace Interview" with Mr.
Wallace interviewing a panel of George Polk,
in charge of tv-radio programming and
planning, BBDO; Edward Petry, president
of Edward Petry & Co., and James W.
Seiler, director of the American Research
Bureau.
Several Foreign Speakers Set
For RTNDA International Meet
With several key speakers from other
countries scheduled, the 12th annual inter-
national convention of the Radio-Television
News Directors Assn. gets underway
Wednesday at the Balmoral Hotel, Miami
Beach.
David Dunton. chairman of the board of
governors, Canadian Broadcasting Corp., is
to address the Saturday luncheon session,
and T. R. P. Hole, news editor of the BBC,
is to speak at Friday's luncheon.
A final convention agenda for the Nov.
6-10 convention released last week has
James A. Byron, WBAP Fort Worth,
RTNDA past president, as the keynote
speaker at the Thursday luncheon.
As announced earlier [Trade Assns., Oct.
7], a radio workshop will be held Thursday
morning under the chairmanship of Lee
White, KROS Clinton, Iowa, RTNDA vice
president. Ralph Renick, WTVJ (TV)
Miami, association tv vice president, will
conduct a television workshop in the after-
noon. Mr. Renick also will conduct a Satur-
day morning tv workshop with network
demonstrations by John Day and Jack
Bush, both CBS; Don Meaney, NBC, and
John Secondari, ABC.
Election of officers for the coming year
will be held Friday morning. Presentation
of RTNDA awards will be made to radio
and tv stations along with the Paul White
Memorial Award at the Saturday evening
banquet. CBS President Frank Stanton will
be speaker.
Ted Koop, CBS Washington director of
news and public affairs, is RTNDA presi-
dent. Jack Krueger, WTMJ Milwaukee, is
program vice president and Mr. Renick,
local convention chairman.
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHtO
STATION
On the Air everywhere 24 hours a day— seven days a week
Page 90 • November 4, J 957
Broadcasting
AT the meeting between NARTB staff members and Assn. of Better Business Bureaus'
bait advertising committee are (I to r): Donald Martin, assistant to the president for public
relations, NARTB; George Dennison, general manager, Pittsburgh BBB; Charles S. Cady,
assistant director, tv code affairs, NARTB; Kenneth B. Willson, president of National
Better Business Bureau, and John L. O'Brien, Akron BBB and chairman of the bait
advertising committee of the Assn. of Better Business Bureaus.
TV BAIT ADS DWINDLE, BBB TOLD
Tv bait advertising problems have dwin-
dled to practically nothing, thanks to an
eight-month cooperative effort by the
NARTB Television Code Review Board and
Better Business Bureaus throughout the U.S.
This was maintained in an announcement
last Thursday in Washington by John L.
O'Brien, chairman of the Assn. of Better
Business Bureaus' bait advertising commit-
tee, during a meeting of BBB representa-
tives and NARTB staff members.
Mr. O'Brien said a spot-check of 52 key
Better Business Bureaus showed that only
five of that number experienced bait adver-
tising difficulties involving tv stations during
the months of May, June and July that
could not be resolved to the complete satis-
faction of all concerned.
Mr. O'Brien, who also serves as president
of the Akron, Ohio, BBB, indicated that
each was an isolated instance involving local
advertising.
George Dennison, general manager of the
Pittsburgh BBB and member of the bait
advertising committee, warned, however,
that although results of the cooperative effort
are "most gratifying," unscrupulous adver-
tisers can be counted on to devise "new
fashions in fraud." He underscored a need
for constant vigilance by all advertising
media to detect new techniques of misrep-
resentation.
The third member of the committee was
Washington. D. C, BBB Managing Director
Lee McCarthy. He emphasized that liaison
with the Tv Code Review Board supple-
mented rather than changed the bureau
procedure of first attempting to gain co-
operation directly from the advertiser and,
secondly, from the medium itself in cases
where the advertiser is uncooperative. Under
the procedure instigated last March, there
is opportunity for the code board to discuss
with code stations unresolved problems of
Broadcasting
the local BBB in terms of compliance with
appropriate provisions of the Code's adver-
tising section, he said.
Messrs. O'Brien, Dennison and McCarthy
at the meeting represented 110 local BBBs
which are affiliated with the Assn. of Better
Business Bureaus.
Also attending was Kenneth B. Willson,
president of the National Better Business
Bureau, who paid tribute to the three tv
networks for their cooperation with his
organization.
Thursday's meeting, in which NARTB
was represented by Donald W. Martin, as-
sistant to the president in charge of public
relations, and Charles S. Cady, assistant di-
rector of code affairs, reviewed progress to
date of the cooperative effort by NARTB
and the BBBs. He also discussed ways to ex-
pand the present relationships between local
bureaus and the tv industry.
California Group Meets Nov. 15
California State Radio & Television
Broadcasters Assn. will hold its annual con-
vention Nov. 15 at the Roosevelt Hotel in
Hollywood, with President Jack Schacht,
vice president and general manager of
KBET-TV Sacramento, presiding. Reports by
Ernest L. Spencer, president of KWIZ Santa
Ana, chairman of the association's insur-
ance committee, on a group insurance plan,
and of George Greaves, KBET-TV station
manager, chairman of the legislative com-
mittee, on freedom of information and other
state legislative problems, are expected to
be highlights of the all-day business meet-
ing. Officers and directors for the coming
year will be elected at the afternoon session.
A social weekend, starting with a dinner
dance at the Beverly Hills Hotel and includ-
ing on Saturday either a trip to Disneyland
or the Southern California-Oregon football
game has been arranged by Clark George,
general manager, KNXT (TV) Los Angeles.
Southern California Fm Group
May Organize, Plug TeleVerter
Plans for organizing an association of
fm broadcasters in Southern California
were being developed last week by a com-
mittee of fm operators, which also was
considering a proposal for cooperating with
the manufacturer and distributor of an fm
converter for tv sets in a campaign aimed
at adding 150,000 fm listeners in the area
before Christmas.
Both projects were initiated Oct. 25 at
a luncheon given by Harry Maizlish, owner-
manager of KRHM (FM) Los Angeles,
at the Beverly Hilton Hotel for repre-
sentatives of 31 fm stations in Southern
California, including both commercial and
non-commercial operations.
Presented to the group was the Fm Tele-
Verter, an attachment for a tv receiver
which permits the reception of fm radio pro-
grams, fed through the speaker of the
tv set, as well as the regular video shows.
Manufactured by Regency Div., I.D.E.A.
Inc. [Industrial Development of Engineers
Assoc.], Indianapolis, the device was de-
scribed as operating on a new principle by
which both an unmodulated picture carrier
and an fm-modulated sound carrier are pro-
vided by the circuitry of the TeleVerter.
The device was said to be both inexpensive
(retailing in the Los Angeles area for
$20.33 plus tax) and easy to install.
The suggestion that the fm broadcasters
promoted the sale of TeleVerters as a means
of increasing the size of the fm audience,
which would benefit the stations as well as
the manufacturer and sellers of the device,
met with some resistance from the fm sta-
tion executives, who expressed the fear that
such support for any one product, no
matter how meritorious, might lead to de-
mands for similar support from other com-
panies, including some that currently are
buying time on the fm stations.
Then came the proposal that an associa-
tion be formed and that the TeleVerter
promotion be undertaken as an associa-
tion project, with the association, but
not the individual members, to share
in the profits. To work out the details,
both of the establishment of an fm asso-
ciation and of the TeleVerter promotion,
a committee was named. Jack Kiefer, owner-
manager of KMLA (FM) Los Angeles, was
appointed chairman. Other members of the
committee are Mr. Maizlish; A. A. Craw-
ford, KCBH (FM) Beverly Hills; Mason
Ingram, KFSD-FM San Diego; Al Schwartz,
KBMS (FM) Glendale; M. D. Buchen,
KGLA (FM) Los Angeles; Phil Brastoff,
KFMU (FM) Glendale, and Bill Taylor
KWIZ-FM Santa Ana.
The plan now being considered is for
each member station of the new fm asso-
ciation to ' agree to donate 1 0 announce-
ments a day to TeleVerter promotion. In
return, the association would receive from
Regency and/ or its distributor in the area,
Scope Distributors Inc., $1 for each Tele-
Verter sold in the area. The money accrued
in this manner would not go to the member
stations, but would be used for further
November 4, 1957 • Page 91
VIRGINIA
Television Market
Rankings*
ROANOKE IS FIRST IN ALL
CATEGORIES EXCEPT TV
HOMES, WITH ONLY 3.2%
DIFFERENCE THERE!
• FAMILIES
V Roanoke 436,700
Norfolk.: 386,400
Richmond 337,400
• POPULATION
>/ Roanoke 1,759,200
Norfolk 1,514,900
Richmond 1 ,360,200
• RETAIL SALES
y Roanoke $1 ,554,643,000
Norfolk $1,399,667,000
Richmond $1 ,289,1 55,000
• TELEVISION HOMES
Norfolk 313,299 (81.2%)
V Roanoke 303,598 (69.5%)
Richmond 243,778 (72.3%)
Norfolk has 3.2% more TV Homes than
Roanoke, BUT — Roanoke has 11.7%
more Retail Sales Dollars to influence!
Contact Peters, Griffin, Woodward for
choice availabilities!
*AII figures from Television Magazine 1957
Marketbook and S M "Survey Of Buying Power."
TRADE ASSNS. continued
promotion of fm in the region as an asso-
ciation activity, Mr. Kiefer said, emphasiz-
ing that such a procedure removes from the
plan any stigma of being a PI deal which
might apply if the payments were made for
inquiries resulting from the fm broadcasts
or if they were made to the individual par-
ticipating stations.
McKelvey Lists Agency Needs
In Talk to Indiana Broadcasters
Stations and their representatives evince
"almost a complete lack of aggressiveness"
in notifying agencies of opportunities for
improving their present client schedules,
the Indiana Broadcasters Assn. was told
at its annual fall meeting in French Lick,
Ind.
Garry C. McKelvey, chief timebuyer at
Lang, Fisher & Stashower, Cleveland, also
stressed that audience composition is just
as important a factor in agency buying as
program adjacencies, ratings and cost-per-
thousand data. He addressed a luncheon
meeting Oct. 25, first of a two-day meeting.
Lester G. Spencer, WKBV Richmond, pre-
sided as association president.
"It seems that when a good availability
becomes open, the first thought of every-
body, station management and representa-
tives, is 'What new account can we get to
buy this one?' The feeling seems to exist,
'Don't bother our present advertiser; let's
get a new one.' " He suggested offering the
good availability to the present client and
selling his spot to a new account.
Mr. McKelvey, in his talk, "What Agen-
cies Want From Stations," discussed these
other points: station-representative-agency
communications, order confirmations, new
programming plans, latest information on
market characteristics, failure to advise
agencies of rate increases, and "merchan-
dising the advertising."
Citing the importance of audience com-
position, Mr. McKelvey noted occasions
"when the availability rating is relatively
low and the cost-per-thousand high, but the
audience composition such that the avail-
ability offers a better opportunity for the
clients' product message." Such a client, he
pointed out, is the Carling Brewing Co.,
which seeks adult audience exposure.
Dinner speaker Oct. 25 was R. H.
Crooker Ir., Campbell-Ewald Co., who dis-
cussed "activities coming up in radio and
in connection with the Kroger and Chevro-
let accounts" (C-E recently took over the
former).
Cotton Elected President
Of Central New York AWRT
Dorothy Cotton, director of women's pro-
grams, WHEC Rochester, N. Y., was elect-
ed president of the Central New York chap-
ter of the American Women in Radio and
Television at the organization's first semi-
annual workshop, held in that city.
Other officers named were Kay Larson,
director of women's services, WHEN-AM-
TV Syracuse, N. Y., vice president, and
Barbara Hall, WHCU Ithaca, N. Y., wom-
en's program director, secretary-treasurer.
MANUFACTURING
Telechrome Shows
Color Film Recorder
Telechrome Mfg. Corp., Amityville, L. I.,
last week demonstrated its new color trine-
scope recorder, designed to provide tele-
casters and others with recordings of their
color programs on film.
The demonstration was held for newsmen
and the television networks, but only ABC-
TV sent an observer. The newsmen were
"impressed" with the quality of the film
recordings and the ABC-TV engineering
official in attendance also commented favor-
ably on the fidelity of the films shown,
made from the trinescope.
The trinescope recorder is available for
delivery within 30-60 days, according to
H. C. Riker, Telechrome vice president
and director of sales. The price varies from
$10,000 to $15,000, depending on the spec-
ifications of the custom-made recorder. Mr.
Riker believes the recorder can be useful
to tv stations and networks, medical organi-
zations such as schools and hospitals and
possibly motion picture companies.
Mr. Riker was asked by newsmen what
advantage this recorder has over the video-
tape recorder and lenticular film. He said
its immediate advantage is that "it's avail-
able." He said the recorder was designed
and manufactured by Telechrome for the
Walter Reed Army Medical Center in Wash-
ington, D. C, where closed circuit color tv
programs of medical subjects and items of
interest to national defense and health au-
thorities are being recorded.
Saul C. Decker, chief engineer of Tele-
chrome, described the recorder in simple
terms as a "television monitor of high defi-
nition, high intensity." He said it provides
"a very brilliant television image, suitable
for photographing on commercially avail-
able film with the use of an ordinary motion
picture camera."
The entire system is housed in two
steel rack-width cabinets, one containing the
optical system with control panel, deflection
circuits and high voltage power supply, and
the other the signal processing circuitry
as well as the low voltage power supply.
The system consists of three primary color
phosphor high intensity cathode ray tubes
having optically flat face plates. By the use
of staggered dichroic mirrors, the tube
images are made to superimpose. The effec-
tive image area measures 7 inches wide by
5V4 inches high.
The equipment, Mr. Decker said, is
switchable from monochrome, FCC-NTSC
composite video signals or from separate
red, green and blue video inputs. Scanning
synchronization, he added, may be selected
internally from a composite video signal
or from an externally applied sync signal.
Ampex' Long Forecasts
$27.5 Million Total Sales
A forecast of $27.5 million total sales
for Ampex Corp's current fiscal year which
ends April 30 was made by George I. Long,
president of the company, when he ad-
dressed the Security Analysts Society of
San Francisco Oct. 24. He also forecast
ROANOKE, V A .
Owned and operated by
the Times-World Corp.
Page 92 • November 4, 1957
Broadcasting
total profits after taxes and after profit-
sharing with employes would be $1.5 mil-
lion. Figures for the past fiscal year were
total sales, $18.7 million and profit,
$1,087,000.
Mr. Long also said Ampex is increasing
its projected sales of professional products,
such as the Videotape Recorder, for the
current year from $3.8 million to $5.4 mil-
lion. He said he believes because of the com-
pany's acquisition of a substantial interest
in ORRadio Industries and Ampex' exclu-
sive distributorship arrangement with
ORRadio for instrumentation, computer and
video type tapes, Ampex would be able to
pick up approximately $500,000 in tape
sales this fiscal year which had not pre-
viously been forecast.
He reported the company has delivered
13 prototype video recorders — three each
to the American Broadcasting Co. and RCA,
five to CBS and two to government agen-
cies for evaluation as instrumentation re-
corders.
"We expect our selling program to get
underway with the delivery of our first
production units," Mr. Long said. "The
initial market is obviously the networks
and tv stations in this country and abroad,
but it is really much larger," he added. "The
video recorder is a natural adjunct to closed-
circuit tv for educational, business or in-
dustrial purposes. Advertising agencies will
probably want to be equipped to record the
commercials in their own studios. Large
companies doing extensive tv advertising
also will no doubt find a need for having
this type of equipment conveniently avail-
able," he concluded.
Zenith Sales, Profits Exceed
1956 Figures, McDonald Reports
Zenith Radio Corp. last Thursday reported
estimated net consolidated profits of $4,885,-
301 ($9.92 per share) and consolidated sales
of $111,134,284 for itself and subsidiaries
during the first nine months of 1957, along
with an 1 1 % increase in unit tv sales.
Third quarter figures for the period ended
Sept. 30 showed profits of $2,487,164 and
sales of $44,648,062, according to a share-
holders statement signed by E. F. McDonald
Jr., Zenith president. All figures are higher
than those for sales and profits in quarter
and three-quarter reports in 1956.
Effects of the RCA-Zenith antitrust patent
settlement were not reflected in the esti-
mates, Comdr. McDonald said. "The exact
amount of favorable adjustments to be made
cannot be determined until our accountants
and attorneys have completed their study of
the accounting and tax implications in the
settlement and arbitration called for there-
under."
The Zenith president also noted his com-
pany is "beginning preparation for com-
mercial Phonevision operations under the
conditions established by the FCC in its toll
tv order. Zenith claims it has "several" ap-
plications on hand from stations desiring to
participate in the Phonevision method.
DuMont Labs Records Profit
For Third Quarter of 1957
For the first time since the last quarter of
1954, Allen B. DuMont Labs is showing a
quarterly profit for its operation, it was re-
vealed last week. However slim — DuMont
reported a profit of only $20,000 — the result
is impressive, considering that the manufac-
turer has shown a loss on the books con-
sistently since its last profitable year, 1954,
or nearly three years ago.
DuMont's president, David T. Schultz,
pointed to an "improved result in television
receiver operations" as a basic factor in
DuMont's "better showing." Along with his
statement, Allen B. DuMont Jr., manager of
the tv receiver division, noted that the re-
ceiver operation has made a profit each
month since DuMont introduced its new line
last June, and "despite some present sales
slowdown in the industry, DuMont television
and high fidelity business remains at antici-
pated levels."
The profit this year was for the third
quarter (July-Sept.) and was delivered
on sales totaling $10,302,000, a sales drop
actually when compared to the same quarter
of last year when the total was $12,019,000.
But the operating loss for the latter period in
1956 was $1,041,000, which was compared
to a net loss of $439,000 after a tax carry-
back credit of $601,000. DuMont, none-
theless, still operated in the red: for the
nine months this year the loss is reported
at $978,000 on more than $30 million in
sales compared to a $923,500 loss for the
period in 1956 after a tax carryback credit
of more than $1.2 million on sales of more
than $34.4 million.
MANUFACTURING SHORTS
American Telephone & Telegraph has re-
ported that net income for quarter ended
Sept. 30 rose to $173,090,000 from $152,-
393,574 for corresponding period of 1956.
Per-share earnings for quarter reportedly
dipped to $2.68 from $2.70 for 1956 quar-
ter, attributed by AT&T to larger number
of capital shares outstanding this year.
RCA, Camden, N. J., announces following
equipment shipments: six-bay superturnstile
antenna to WICU (TV) Erie, Pa.; two-bay
superturnstile antenna to KXLJ-TV Helena,
Mont.; 25 kw uhf transmitter to WMBD-TV
Peoria, 111.; six-bay superturnstile antenna to
WRC-TV Washington; six-kw transmitter
to WRCV-TV Philadelphia; 3-v color film
camera to WFBM-TV Indianapolis; used
12-section superturnstile vhf antenna to
KVII (TV) Amarillo, Tex.; 50 kw vhf trans-
mitter to WICU (TV) Erie, Pa.; uhf ampli-
fier to WLEX-TV Lexington, Ky., and live
color studio camera to Smith, Kline &
French Labs, Philadelphia.
IT TAKES 3 MAJOR
AIRLINES TO COVER
KEL-0-LAND
JOE FLOYD DELIVERS
IT TO YOU IN ONE
SINGLE -STATION BUY
What's more, the fly-boys couldn't
carry all the gold in KEL-O-LAND, but
Joe starts it coming your way in just
20 seconds. $1,220,150,000 in retail
sales . . . over a million people in 93
counties of four states. Listen to that
cash-register ring up your share of
this wonderful market from one single-
station buy!
CBS • ABC • NBC
KDLOTV 3
CHANNEL ^ ~
Aberdeen — Huron — Waterlown
KELOtv
Sioux Falls CHANNEL
KPLOTV
CHANNEL
Pierre — Winner — Chamberlain
... and KEL-O-LAND's
new, big radio voice is
KELO-AM
KELO Radio's 1,032-Ft. Tower
13,600 Watt Power, Eqv.
General Offices Sioux Falls, S. D.
JOE FLOYD, President
Evans Nord, Gen. Mgr. Larry Benston, V.P.
Represented by H-R
In Minneapolis: Bulmer & Johnson, Inc.
VOICE OF THE PEOPLE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
Broadcasting
November 4, 1957 • Page 93
PROGRAMS & PROMOTIONS
WILD ANIMALS and WILD Boston weather gals headed a parade of station personal-
ities through the city recently. Entourage included a lion labeled, "I'm wild only
about WILD," and the kangaroo pictured above.
KTSM, KROD 'Stereophonic Hour'
Two competing Texas stations, KTSM
(NBC) and KROD (CBS), both El Paso, are
combining to present The Stereophonic
Hour (Sun., 3-4 p.m.) El Pasoans can re-
ceive hi-fi radio by using two separate
sets tuned into the two separate am sta-
tions. Front page stories and display ads
were carried by the local papers, while
KTSM and KROD presented interviews
describing how to arrange sets to receive
"the new dimension in sound." After the
first program Oct. 6, both stations report
they were besieged with telephone calls and
that Stereophonic Hour was received with
"overwhelming public enthusiasm."
WORL, WJAN 'Sputnik Parties'
"Sputnik-watching parties" were held by
WORL Boston Oct. 16 and WJAN Spartan-
burg, S. C, Oct. 18. Stations asked for
volunteer spotters with field glasses and
report they were snowed under with calls
from people wishing to be the first to sight
the satellite in their respective states. WJAN
reports that over 200 listeners manned the
tallest buildings in Spartanburg out of which
five definite sightings were called in over a
special line connecting buildings with studio.
WORL offered a prize to the person who
first spotted the sputnik. At 5:45 a.m. re-
portedly more than 100 people were
gathered in a Boston square gazing upward.
The satellite was seen at 6:01 a.m. and the
observer was duly awarded a record album
titled "Music to Watch Sputnik By."
WSGN Coverage Goes Underwater
An attempt by the Magic City Frogmen
to break the world's underwater endurance
record was jointly sponsored by WSGN
Birmingham and Indurall Paint Co., same
city. A giant Indurall paint can served as
the tank for the stunt which took place at
Page 94 • November 4, 1957
the Alabama State Fair. Disc jockey Neal
Miller entered the tank for two-and-a-half
minutes and gave on-the-spot coverage of
the event to WSGN listeners. Frogman Har-
old Bowen succeeded in staying under water
for 16 hours. The world's record reportedly
is 28 hours and 53 minutes.
KYW Carries DJ. 'Feud'
Wes Hopkins and Joe Finan, KYW
Cleveland, Ohio, disc jockeys, have been
mixed up in a family "feud" for the past
three months. Two brothers, one a Dodge
dealer, the other a Ford dealer, had retained
the KYW staffers to air their Saturday
afternoon shows from the Dodge and Ford
showrooms, respectively. The friendly
rivalry that ensued (creating interest — and
sales — for the dealers) flared into open
competition when the sponsors jointly
offered a prize to the one selling the most
cars. At the end of the three months, during
which the brothers reportedly enjoyed the
biggest sales in their history, Mr. Hopkins
emerged the winner. He leaves Nov. 9 with
his wife for a two-week vacation in Miami —
compliments of the local Dodge dealer. A
weekend at Lodi, Ohio, is the consolation
prize for Mr. Finan.
'Bandstand' Seeks Best Dancers
ABC-TV's American Bandstand (Mon.-
Fri. 3-4:30 p.m.) will give away two juke
boxes, each equipped with 200 pop records,
to the best dancing couple appearing on the
show. Each afternoon the best couple is
chosen and will be entered in the semi-finals
to be held Nov. 6. Finalists will dance on
the show Nov. 7-11. Home viewers will have
a chance to vote by mail. The runner-up
couple will receive a pair of tape recorders
and the third-place twosome will be awarded
personal telephones with free service for six
months.
G&R Celebrates Anniversary
The front page of the Philadelphia Even-
ing Bulletin for Oct. 8, 1927, was reprinted
for the 30th anniversary party of the Gray &
Rogers agency. Along with stories on the
tension between Yugoslavia and Bulgaria
and the impending fourth game of the
World Series (New York Yankees v. Pitts-
burgh Pirates), the paper carried a report
headed, "Jerome B. Gray Sets Up Agency."
It went on to tell that the company was to
specialize in the production of copy for
direct-mail advertising and was "starting
business with assets which include one pawn
ticket for his [Gray's] typewriter, a shoe-
string (to talk about in later years) and high
hopes." Although the story did not actually
appear in the original 1927 issue, it was es-
pecially stripped into the reproduction for
the occasion, reminding those attending the
anniversary party that Gray & Rogers, now
a 14-man partnership with more than 170
employes, billings of over $10 million a year
and offices occupying three floors, began
modestly.
WRCV-TV Holds 'Sputnik Week'
The week of Oct. 28 was observed by
WRCV-TV Philadelphia as "Special Sput-
nik Week." On its Monday through Friday
Science Fiction Theatre, programs devoted
to outer space were featured and (although
fiction) the first show was prefaced with a
recognized expert on this subject discussing
"a timetable for man's conquest of space."
Intercontinental ballistics and man-made
satellites were dealt with in "The Unguided
Missile" and "The Missing Waveband,"
while other shows featured the unmanned
XM-1 ("The Last Barrier") and experi-
ments attempting to prove that man can
survive in outer space ("Project 44"). "The
Other Side of the Moon" also was seen.
WGTO Holds Safe-Driver Contest
Safe drivers can win a $100 bill from
WGTO Haines City, Fla. The station is
conducting a monthly contest to find the
person who has the most accident free mile-
age for the year preceding the entry date.
Listeners may nominate themselves or any
other Florida driver who has not had an
accident or property damage amounting to
more than $25.
In addition to the cash, the winner will
receive a framed certificate as the "WGTO
Safe Driver of the Month" and a free day
with his family at Cypress Gardens. There
also will be special certificates for all who
enter the contest.
CBS-TV to Carry Crosby Tourney
CBS-TV will air the 17th annual Bing
Crosby National Pro- A mateur Golf Tourna-
ment, featuring Bing Crosby as host and
sportscaster, on Sunday, Jan. 12, 1958
(6-7 p.m. EST), under joint sponsorship of
Easy Laundry Appliances Division of The
Murray Corp. of America. All proceeds
from the tournament will be turned over
to charities. Agency for Easy Laundry is
Earle Ludgin & Co., Chicago.
Broadcasting
BRAILLE schedules listing the programs
of WBT Charlotte, N. C, now are
being mailed regularly to blind listen-
ers. Names for the braille mailing
list came from the Mecklenburg
County Assn. for the Blind Inc., which
is cooperating in the project, accord-
ing to J. Robert Covington, vice presi-
dent and managing director of WBT.
The first mailing, he says, was fol-
lowed by a flood of enthusiastic tele-
phone calls. The seven-page schedules
cost WBT 16 cents apiece to print.
KCMO Sponsors Hog Contest
Meat-type hog contest winners have been
announced by KCMO Kansas City, Mo. The
station's farm department designed the con-
test to assist in expanding interest in pro-
duction of meat-type hogs and swine
production in general. KCMO's general
manager presented engraved plaques to the
three top ranking contestants. Scoring was
based on rate of gain, prolificacy and type.
Eighteen civic organizations and other
groups sponsored local meat-type hog clubs
throughout Kansas and Missouri in coopera-
tion with KCMO this past year in which
some 7,000 head of hogs reportedly were
entered by 183 producers.
KXOK Aids Duck Hunters
KXOK St. Louis, Mo., began a service
for sportsmen Oct. 25. The duck season
opened that day and every Monday,
Wednesday and Friday since, the station has
broadcast "duck reports" to alert local
hunters on conditions in the best shooting
areas. The "beeper-phone" reports are aired,
complete with duck calls, as part of KXOK's
newscasts.
WTTM's 'Election Battleground7
To focus attention on the elections tomor-
row (Tuesday), WTTM Trenton, N. J., has
been presenting Election Battleground '57.
Each night a candidate running for office
was called by telephone and asked questions
regarding his campaign and the election
issues. WTTM scheduled the series in an
effort to increase the number of voters.
KBIF's Christmas Comes Early
People on the KBIF Fresno, Calif.,
mailing list have been surprised to be re-
ceiving Christmas cards so soon. No, it is'nt
slow postal delivery from 1956. KBIF man-
agement is sending '57 cards to its ad-
vertisers, present and prospective, with the
traditional, "Merry Christmas and a Happy
New Year" on the front. On the back, how-
ever, is printed, "We're sending ours early
to avoid the rush . . . and to get your
attention. You, too, can avoid the rush
and capture the attention of your customer
from now until Christmas by using KBIF."
ABN's 'Thought for the Day'
American Broadcasting Network is offer-
ing a $100 savings bond to the listener sub-
mitting the best "thought for the day" in a
series of weekly contests on five of the net-
work's live daily shows. Executive producers
of The Herb "Oscar" Anderson Show, The
Jim Backus Show, The Merv Griffin Show,
The Bill Kemp Show and The Johnny Pear-
son Show select one favorite saying to be
read as a "thought for the day." At the close
of the week the writer submitting the entry
judged best is awarded the bond.
WTVJ (TV) Holds Weather Contest
Four Star Playhouse viewers are being
invited by WTVJ (TV) Miami to try their
hand at weather forecasting. Listeners are
asked to submit cards with their name,
address and phone number. Then one
card is drawn a day. The station calls
the entrant. He is asked to make a guess
at the next day's noon temperature and
weather conditions. The prize for a correct
prediction is a color tv set. A half-right
forecast (weather or temperature) wins a
$10-15 gift.
WHAS-TV Sponsors Contest
A caricature with the figure 1 1 forming
part of his eyes is being used by WHAS-
TV Louisville, Ky., on station breaks to pub-
licize its channel number and to promote
local and national spot programs. A 1958
Edsel and 10 General Electric appliances
are being offered by the station as prizes
in a four-week "Big 1 1 Name Me" contest.
It calls for viewers to name the ch. 1 1 figure
and in 15 words or less complete the sen-
tence, "I watch WHAS-TV because . . ."
Signs in local Edsel and GE dealer display
rooms, newspaper ads, taxi-poster cards and
25 station announcements a day will be used
to advertise the promotion.
WABD (TV) Begins 'Probe'
WABD (TV) New York has started a
new live investigative program which "digs
into the stories behind today's headlines"
called Probe (Mon. 11:30 p. m. -midnight) .
Writer-reporter Howard Whitman, who con-
ducts the show each week, interviews people
who are involved in current news stories.
...its words
to the wise
are sufficient
"Our TelePrompTers
in use both at WTOP-
TV in Washington,
D. C, and at WMBR-
TV in Jacksonville,
Florida, are most valu-
able assets. We have
found they are espe-
cially useful for com-
mercial copy and when
our newscasters broad-
cast. T elePrompT er
gives them confidence,
and I heartily endorse
its use".
Mr. John S. Hayes
President
Washington Post
Broadcast Division
©M1P11IEM
CORPORATION — ~ —
Jim Blair, Equip. Sales Mgr.
311 West 43rd Street, New York 36, N. Y., JUdson 2-3800
The new TelePro 6000 throws an entirely new light
on rear screen projection.
%IE/
Broadcasting
November 4, 1957 • Page 95
BUYING
BIG
BUSINESS?
BEST BUY
IN ROANOKE!
WSLS-TV
The circle of WSLS-TV influence
reaches a 2 billion dollar market
. . . bringing 548,200 households
within sales range.
Confirmed by NCS #2 Spring 1956
"best looking
in ROANOKE
Represented
Nationally
AVERY-KNODEL, INC. "~\^|
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
CCA "Terrific",
Says WOWO Manager
Carl A. Vandagrift, General Manager of
Westinghouse's WOWO in Fort Wayne, In-
diana, now working on his second Com-
munity Club Awards
campaign, says this
about CCA: "Summed
up briefly, it's 'ter-
rific'."
In his letter to John
C. Gilmore, VP in
charge of Sales for
Community Club
Awards, he continues,
"Almost a million and
a half dollars worth of
merchandise was moved
off dealers' shelves.
That record speaks for
itself. The amount of
added publicity and promotion which the
station received in the form of window dis-
plays, in-store promotions, tally stations,
on-the-air announcements, etc., is immeas-
urable.
"The addition of CCA, with other factors,
helped to make the past months the best in
the station's 30 year history."
MR. VANDAGRIFT
COMMUNITY CLUB
AWARDS
THE PENT HOUSE
527 Madison Avenue
New York 22, N. Y.
Phone: PLaza 3-2842
ADVERTISERS & AGENCIES "v :: .■ r .
Alan C. Stoneman, executive vice president,
Purex Corp., South Gate, Calif., elected
president, succeeding Adrien C. Pelletier,
re-elected board chairman. James B. Mc-
Laughlin, who recently left Kraft Foods Co.
to join Purex, elected vice president for
sales.
E. J. Owens, vice presi-
dent, Kudner Agency,
N. Y., to Compton Adv.,
same city, as vice presi-
dent. Mr. Owens had been
with Kudner since 1935 as
vice president and had de-
voted most of his time to
Goodyear Tire and Rubber account. At
Compton he will work on special assign-
ment.
Rollo W. Hunter named vice president and
director of radio-tv at Erwin Wasey, Ruth-
rauff & Ryan, N. Y. Other vice presidents
named by agency are B. W. Matthews, vice
president-account supervisor; John C.
Legler, vice president-account supervisor,
and Richard Diehl, vice president-head art
director.
Forrest Owen Jr., vice
president and manager of
Wade Adv. Inc., Holly-
wood, promoted to execu-
tive vice president and
manager.
W. R. Parker, vice president, Ketchum, Mac-
Leod & Grove Inc., Pittsburgh, takes on
new administrative duties. Lucien C.
Rondot, formerly head of own research
firm, succeeds him as director of marketing
research department.
Arnold M. Combrinck-Graham Jr., account
executive, Kenyon & Eckhardt, Chicago,
named account supervisor.
Robert Olson, formerly with Warwick &
Legler, to Norman, Craig & Kummel, N. Y.,
as account executive. Other appointments
to NC&K staff include Florine R. Robinson,
BBDO, as copy supervisor; Irving Adels-
berg, Biow Co., manager of radio-tv depart-
ment; Lawrence Foden, Colgate Palmolive
Co., merchandising director, and Robert
E. McGinley, D'Arcy Adv., to merchan-
dising field staff.
Robert J. McMahon, retail advertising man-
ager, Carrier Corp. Syracuse, to Rumrill
Co., Rochester, both New York, as account
executive.
Jeanne De Vivier, program coordinator,
KRCA (TV) Los Angeles, to George Patton
Adv., Hollywood, as assistant account
executive.
Thomas W. Casey, formerly vice president
in charge of sales at Paper Mate Co., ap-
pointed assistant to president and Robert
Wieringa, central regional sales manager
for Toni Co. (also Gillette Co. subsidiary),
appointed general sales manager of Paper
Mate.
William A. Cox, formerly sales manager,
Westinghouse Electric Supply, Chicago, to
Holmes, Whitney & Assoc. Inc., same city,
as general manager of merchandising
division.
J. J. Wallner, staff assistant to general ad-
vertising manager, Kraft Foods Co., named
product advertising manager for margarine
and oil products.
•< Eugene F. Kilham,
radio-tv director, Cham-
bers & Wiswell Inc.
Boston, to Clicquot Club
Co. (soft drinks), Millis,
Mass., as advertising man-
ager.
Carol Bag, formerly assistant advertising
manager for chemical products division of
The Borden Co., to Brand Products Inc.
(national marketing firm), N. Y., as director
of advertising.
John Reavis, advertising manager, KRON-
TV San Francisco, to George Patton Adv.,
L. A., as head of its new Bay Area office at
1227 Clay St., Oakland, Calif.
Roberta Hess appointed promotion execu-
tive in marketing division at Kenyon &
Eckhardt, Chicago.
Morton L. Salan, executive, Joseph Katz
Co., Baltimore, to W. B. Doner & Co.,
same city, as national, regional and local
account supervisor.
Dan Kane and Harry Bailey, both with
Ellington & Co., N. Y, named media di-
rector-radio and tv and creative supervisor,
respectively.
Robert Woolson named radio-tv director of
R. Jack Scott Inc., Chicago. Other appoint-
ments include Loraine Schulz, assistant
radio-tv director; Howard Phillips, radio-tv
copy chief; Ed Fitzgerald, director of con-
tract relations and radio-tv scheduling, and
Doris Sidlow, continuity director.
Paul Davis, account executive, Harrington-
Richards & Morgan, S. F., to McCann-
Erickson, L. A., as media director and
media department head.
George Hnatt formerly with BBDO, and
Richard Ermoyan, Campbell-Mithun, both
Chicago, to Needham Louis & Brorby, same
Page 96 • November 4, 1957
Broadcasting
IsYouft
BEST BUY
In The SCRANTON MARKET
city, as art director and assistant art di-
rector, respectively.
Frank Martello, tv producer, Kenyon &
Eckhardt, Chicago, named supervisor of
commercial production department.
Robert Nathe, writer-producer, McCann-
Erickson, N. Y., to Doherty, Clifford, Steers
& Shenfield, same city, as executive tv film
producer.
Robert J. Norman, formerly production
manager, Robert W. Orr & Assoc., to
Donohue & Coe., N. Y. production depart-
ment.
Douglas C. Manson, former vice president
and copy chief, Benton & Bowles, to
Joseph Katz Co., New York and Baltimore,
as member of agency's creative department.
Ed Downey, formerly with Jack Morton
Productions, Chicago radio-tv packager,
and Peggy Winslow, formerly with WGN-
TV Chicago, news department, to J. Walter
Thompson Co., same city, public relations
staff.
Ted Barnett, copywriter at Foote, Cone &
Belding, Chicago, author of four golf stories
in new Prentice-Hall book, Fun in the
Rough.
Robert R. Grey, NBC-TV promotion de-
partment, Burbank, Calif., appointed Pa-
cific Coast representative of advertising
council. He succeeds Robert C. Coleson,
former N. W. Ayer & Son executive, who
joined council as fulltime executive in 1946,
planning to retire Dec. 31.
FILM mmmmmmmm
Raul C. Conangle named Latin American
sales coordinator for ABC film syndication.
Mr. Conangle, who will headquarter in
N. Y., has served in Latin America and New
York with various export companies and
Westinghouse Electric Co. and Aircraft-
Marine Products Inc.
Elliot S. Krane to Bert Claster Productions,
as west coast representative, with head-
quarters in S. F.
Mike Simon, formerly branch manager,
Paramount Pictures, Cleveland, Buffalo, N.
Y., and Detroit, to NTA Pictures Inc., N.
Y., as special sales representative.
Ken Dobbs, formerly with Sarra Inc., to
Kling Film Productions, Chicago, as ac-
count executive.
RADIO and TELEVi
NEW YORK 22, N. Y
\AI^nquh^^CoTifidentialP
William A. Hillpot, with Willard Alexander
(agent) and before that with General Artists
Corp., to Television Programs of America,
N. Y., sales staff.
David Gerber, tv production supervisor,
BBDO, Hollywood, to Famous Artists
Corp., Beverly Hills, Calif., to aid with su-
pervision of tv packages and general tv
program development.
Harry Tatelman, motion picture producer,
Warner Bros., Burbank, Calif., to tv di-
vision production staff.
Charles H. Wasserman, tv-film writer-pro-
ducer-director in New York and Hollywood
for 25 years, to Transfilm Inc., N. Y., pro-
ducer of tv film commercials and industrial
motion pictures, creative staff.
Jack M. Warner, vice president in charge
of Warner Bros, tv commercial and indus-
trial films, re-elected president of Los An-
geles County Assn. for Mental Health.
Charles J. Feldman, 58, vice president and
general sales manager, Universal Pictures
Co., died following heart attack at his home
in New York Oct. 23.
NETWORKS
William Dozier, since 1955 vice president
in charge of production at RKO Radio
Pictures Inc., will rejoin CBS-TV as general
program executive November 15. Mr.
Dozier will be responsible for Playhouse 90,
Climax!, Studio One and such special pro-
grams as network produces from Holly-
wood.
■< Harry T. Floyd, sales-
man, NBC-TV, named
western division tv net-
work sales manager, head-
quartering in Hollywood.
Mr. Floyd has been sales-
man with NBC since
1947.
Robert R. Pauley, formerly account execu-
tive with CBS Radio, and Nicholas J. Pitasi,
previously account executive with H-R
Representatives Inc., N. Y., join American
Broadcasting Network in similar capacities.
Sam Schiff, formerly executive producer of
color spectaculars for NBC-TV, to MBS
as executive producer in N. Y.
Herbert Brodkin, currently producer of
CBS-TV's Studio One, will remain in New
York when dramatic series shifts to Holly-
wood in January 1958. He will work on
several new projects for CSB-TV, including
development of Front Office half-hour tv
film series and new one-hour live dramatic
presentation.
STATIONS
Earl Headrick, manager, KGAY Salem,
Ore., named executive vice president. He
will head regional and national sales or-
ganization of KGAL Lebanon, Ore., and
KGAY. Arne Peterson, manager, KBAM
Longview, Wash., succeeds him.
Allan W. Roberts, executive vice president-
general manager, WARE Ware, Mass., to
company's new property, WHYE Roanoke,
Va., in similar capacity. Ken Manley, gen-
Chart based on average
Pulse ratings for 32 quarter
hours . . . 6:00 to 9:00 AM
, . . November, 1956
23
llii
1.4
I
W A B C D E all
£ OTHERS
J For 27 years, Scranton's top
salesman. Bill Pierce dom-
inates the audience in eight
™" Pennsylvania counties served
by WEJL.
&&MEEKER
^ggg [Ijjj jtjijtjgn
BIG
and still growing
• Survey after Survey of 14
counties indicates Uncontested
Dominance of Northern Illinois-
Southern Wisconsin area by
WREX-TV.
• Combined rural and industrial
following . . . ideal for test
campaigns.
WREX-TV
sales power!
WREX-TV— "The Viewers' Choice"
DELIVERS your message to the buyers
in this rich industrial and agricultural
market.
The consistent high quality in produc-
tion, promotion and merchandising of
both spots and programs has earned
many major awards for WREX-TV this
year! For the best medium to reach this
Rockford area market consult H-R for
the WREX-TV story.
J. M. BAISCH, General Manager
REPRESENTED BY H-R TELEVISION, INC.
WREX-TV
CHANNEL 13
% (©]
Broadcasting
November 4, 1957 • Page 97
PEOPLE CONTINUED
eral manager, WGUY Bangor, Me., to
WHYE as operations manager and Nicholas
A. Bell, sales manager for WGUY suc-
ceeds him as manager. Dorothy Man-
ley, sales staff, WGUY, to WHYE, in
similar capacity. Charlene Lins, executive
staff, WHIL Medford, Mass., to WHYE
executive staff. Arthur Lawrence, formerly
with WGIR Manchester, N. H., to WHYE
as featured personality, and Fred Anderson,
WEEI Boston, to station as news director.
M Charles M. McAbee
Jr., account executive,
CBS-TV Spot Sales, N. Y.,
to KMOX-TV St. Louis,
Mo., as general sales man-
ager. Prior to joining
NBC-TV in 1955, Mr.
McAbee was with Henry
I. Christal Co. and Katz Agency Inc.
Kenneth M. Parker, formerly with SESAC,
L. A., to KCLN Clinton, Iowa, as resident
manager and vice president and member of
board of Valley Tv & Radio Inc., licensee
firm.
■4 Eugene P. Weil, WLOK
Memphis, promoted to na-
tional sales manager of
OK Group (WBOK New
Orleans, WLOK, WXOK
Baton Rouge [La.], KAOK
Lake Charles [La.] and
KYOK Houston). He will
headquarter in Memphis and continue to
direct WLOK in addition to his new duties.
Charlie Powers, formerly assistant general
manager, KBMI Las Vegas, Nev., to KAFP
Petaluma, Calif., as general manager.
Ronald Gilbert, sales
staff, WWJ-TV Detroit,
named national sales man-
ager of WWJ. Prior to
joining WWJ-TV, Mr.
Gilbert was sales repre-
sentative for radio and tv
stations in Lansing, Mich.,
and Detroit.
Theodore Weber sales manager, WGN-TV
Chicago, resigns, effective Dec. 1. He has
announced no future plans.
Milton H. Klein, ac-
count executive, ABC-TV
to KFWB Los Angeles as
sales manager.
Dan Schmidt III, formerly national account
executive, Peters, Griffin, Woodward to
WGSM Huntington, N. Y., as sales manager.
Don Stewart, formerly sales manager, KCBQ
San Diego and KRAM Las Vegas, Nev., to
KAFY Bakersfield, Calif., as local sales
manager.
Maitland Jordan, na-
tional sales manager,
KOMO-TV Seattle, Wash.,
named KOMO station
manager. Prior to joining
KOMO-TV in 1955, Mr.
Jordan was KJR Seattle
manager.
Norman J. Keats, local sales manager,
KFXM San Bernardino, Calif., promoted
to assistant manager. Glenn Lockhart, lo-
cal sales manager, KAFY Bakersfield, Calif.,
named KAFY assistant manager. Don
Stewart, formerly local sales manager of
KCBQ San Diego, Calif., and general sales
manager of KRAM Las Vegas, Nev., suc-
ceeds Mr. Lockhart as local sales manager
of KAFY. Richard Miller, active in San
Bernardino Junior Chamber of Commerce
activities, and Robert McLain, formerly
in sales department of KSTN Stockton,
Calif., join KFXM sales staff. Appointments
were announced by Benton Paschall, presi-
dent and general manager. KAFY and
KFXM are Paschall-Tullis-Herne radio
properties.
George Lewis, assistant local tv sales man-
ager, and Jack Fox, sales representative,
WNBC (TV) New Britain, Conn., promoted
to acting local tv sales manager and assistant
tv sales manager, respectively.
Bill J. Wheatley, writer-producer-director,
WKY-TV Oklahoma City, named program
manager of WKY.
Robert Guy, formerly program director,
KNTV (TV) San Jose, Calif., to KTNT-TV
United Press Facsimile Newspictures
| and
United Press Movietone Newsfilm
cLb Build Ratings
Page 98 • November 4, 1957
Tacoma, Wash., in similar capacity.
Jack Sandstrom, program director, WADP
Kane, to WPIC Sharon, both Pennsylvania,
in similar capacity, succeeding Harold Smith
who joins KIXL Dallas.
■< Roger Holmes, former-
ly with WSRS Cleveland,
Ohio, to WAMS Wilming-
ton, Del., as program di-
rector.
Bob Austin, sales department agency co-
ordinator, KSDO San Diego, named pro-
gram director.
■< Forrest Patton, sales
representative, KNUZ
Houston, Tex., promoted
to commercial manager,
succeeding Bruno Leon-
ardt, resigned. Mr. Patton
has been sales representa-
tive with station for past
five years.
Dave Lee, account executive at Willis S.
Martin Co. and former news director at
WKJG-AM-TV, both Fort Wayne, Ind.,
to WTCN-AM-TV Minneapolis-St. Paul as
director of . advertising and promotion.
Jud Davis, KENS-TV San Antonio, Tex.,
named acting continuity director.
Arthur L. Smith, resident manager, KVTV
(TV) Sioux City, Iowa, to WHTN-AM-TV
Huntington, W. Va., as managing director
of news and special events.
Fran Booton, formerly program and news
director, KCID Caldwell, Idaho, to WLBK
De Kalb, 111., as news director. He succeeds
Dave Lee who joins sales staff of WROK
Rockford, 111.
Jack C. Ware, newscaster, KOOL-TV Phoe-
nix, Ariz., takes on additional duties as
news director.
Arthur H. Barnes, formerly with Henry M.
Hempstead Co., Chicago, to WISN-AM-TV
Milwaukee, Wis., as promotion-publicity di-
rector.
John H. Oakey, promotion director of Tv-
Radio Life, L. A., to KJEO Fresno, Calif.,
as promotion-publicity director.
Gil Martyn, news director, KTLA (TV)
Los Angeles, named director of public affairs
and public service.
Mike Prelee news director, WBBW Youngs-
town, to WCUE Akron, both Ohio, as news
editor.
■< Willard F. (Bill) Shadel,
formerly CBS war corre-
spondent, editor - anchor
man on News of America,
moderator of Capitol
Cloakroom, panel member
of Face the Nation and
other CBS radio-tv pro-
grams, to WCKT Miami, Fla., news staff.
Starting today (Monday), Mr. Shadel will
present report of local, national and world
news at 6:45 p.m. each weekday.
Broadcasting
MR. FREEMAN
MR. PACKER
MR. LAWRIE
HARVEY C. FREEMAN, supervisor of stations for the Northern Broadcasting Co.
Ltd., Toronto, has been appointed director of broadcast operations for the parent
company, Thomson Co. Ltd. of that city. Keith Packer, manager CFCH North Bay.
named manager, CHEX-TV Peterborough. Harry M. Edgar, commercial director,
CKWS-TV Kingston succeeds him. Donald R. Lawrie, manager of CHEX-TV, is
appointed assistant director of the company, in this shift of posts within the
Thomson Co. Ltd.
E. James Hogdgett, formerly with CBS-TV
Spot Sales Research to WPIX (TV) New
York, as account executive.
•>
Ernest J. Golden, Boston area salesman,
WMUR-TV Manchester, N. H., to WBZ-TV
Boston as account executive.
Frank Barron, local sales manager, WJW-
TV Cleveland, Ohio, to WVUE (TV) Wil-
mington, Del., as national sales representa-
tive, headquartering in N. Y.
Richard W. Ostrander, formerly central divi-
sion sales manager, Interstate Television
Corp., N. Y., to WKRC-TV Cincinnati,
Ohio, as sales representative.
George P. Ponte, news editor-salesman,
WKXL Concord, N. H., and Robert G.
Boland, formerly announcer, WHYN Spring-
field, Mass., to WKNB New Britain, Conn.,
as sales representatives.
Keith Griggs, announcer, KPDQ Portland,
Ore., to KGW-TV, same city, as operations
crew chief.
Edward A. Warren, chairman of theatre arts
department at St. Mary's College, South
Bend, Ind., and former film program direc-
tor and night supervisor at WNDU-TV,
same city, to WGN-TV Chicago film divi-
sion as director. He succeeds Bob Hibbard,
assigned to special tv program projects, ef-
fective Nov. 18.
Art Kevin, formerly with news and special
events department, KDAY Los Angeles, to
KGFJ, same city, as promotion manager
and Dick Provensen, announcer, named pro-
gram supervisor and news director.
Nazaret Cherkezian, assistant director of
New York U.'s office of radio-tv, to WCBS-
TV New York as producer of Eye on New
York. He replaces Charles Hinds, who has
been named program director of CBS-owned
WXIX (TV) Milwaukee.
Wayne Mack, sales manager-program direc-
tor, WREX-TV Rockford, 111., to WFAA-
TV Dallas, Tex., as m.c. of First Call, Mon-
day through Friday, 7-8:30 a.m.
Eddie Williams, singer, to WBAP Fort
Worth, Tex., as star of his own show.
Marguerite Belafonte to WOV New York
in charge of women's feature material in
Ladies' Day (daily 9-9:30 a.m.) and hostess
of Speak Up Ladies. She is women's editor
of New York Amsterdam News.
Liam Connolly to KOA-AM-TV Denver,
as European correspondent-at-large, head-
quartering in Dublin, Ireland.
Rocky Marciano, former world's heavy-
weight boxing champion, joins WTVT (TV)
Miami. He will substitute for station's sports
director, Jack Cummins, when he is out of
town.
Barbara Booton, formerly teenage disc
jockey at KICD Caldwell, Idaho, to WLBK
De Kalb, 111., in similar capacity.
Bill Fountain, formerly announcer for WKY-
AM-TV Oklahoma City, Okla., to WBBM
Chicago announcing staff.
PROGRAM SERVICES •
Bert Somson, executive director of WLW
Promotions Inc., Cincinnati, Ohio, to Song
Ads Inc., L. A., as vice president and gen-
eral manager. He succeeds Donald H. Estey,
who resigned as SAI executive vice presi-
dent because of plans to leave L. A. [Peo-
ple, Oct. 28].
Beverly J. Kuhlman, programming editor,
Tv Guide, named editor of Philadelphia edi-
tion.
Ed Eckhardt, recording-engineering veteran,
RCA Recorded Program Services, Chicago,
retires after 37 years with RCA.
MANUFACTURING
William H. Organ, electron systems plan-
ning manager, Federal Telecommunications
Labs (division of International Telephone
& Telegraph Corp.), Nutley, N. L, named
assistant vice president.
Atwood S. Moore, formerly manager of
sales releasing and services in RCA Victor
radio and Victrola division sales adminis-
tration department, appointed manager,
sales administration for division succeeding
Frederick J. Kopesky. Mr. Kopesky was
recently named manager of market planning
for division.
G. L. Call, Ohio Valley district manager,
Graybar Electric Co., appointed central Pa-
cific district manager, S. F., effective Jan. 1,
and W. J. Goerisch, assistant district man-
ager, Philadelphia, named Atlantic district
manager at Philadelphia.
Tom E. Mumford, general manager, Hoff-
man Electronics Corp. (S. F. sales division),
named hi-fi-radio sales manager, headquar-
tering in L. A.
Richard D. Evans, special sales representa-
tive, Sylvania Electric Products semicon-
ductor division, appointed government sales
manager for special tube operations.
James H. Peterman, formerly quality con-
trol manager and process engineer, Clevite
Transistor Products, division of Clevite
Corp., Waltham, Mass., named staff engi-
neer in sales department.
GOVERNMENT
James Garrison Stradling III, who recently
taught radio-tv at Henry W. Grady School
of Journalism, U. of Georgia, to English
language section, United Nations Radio, N.
Y., as assistant producer.
PERSONNEL RELATIONS
Harvey Palash, field representative of Holly-
wood AFTRA Local, named assistant to
local's executive secretary. He succeeds
Dave Tytherleigh, new executive secretary
of AFTRA Detroit Local.
EDUCATION •
Ralph M. Rourke, formerly assistant man-
ager, WNAV Annapolis, Md., to New York
U.'s office of radio and television as
writer-producer.
INTERNATIONAL "^<:..::.:.ztim
Robert D. Amos, radio-tv director, F. H.
Hayhurst Co. Ltd., Toronto advertising
agency, appointed vice president.
Herb Wells, recently studied for ministry
and taught audio-visual methods at Biblical
Seminary, N. Y., and assistant to executive
director, broadcasting-films, Presbyterian
Board of Foreign Missions, to KSEW Sitka,
Alaska, as general manager, succeeding
Rev. Hendrick Van Dyke who resigned to
accept pastorate of First Presbyterian
Church, Cannon Beach, Ore.
Wes Armstrong named commercial man-
ager of CHUM Toronto.
Jack Bedford, sales manager, Dr. Chase
Medicine Co., to BBDO, Toronto, as ac-
count executive.
Hugh Spencer, former designer for British
Broadcasting Corp. and Granada television
network of England, to Robert Lawrence
Productions (Canada) Ltd., Toronto, as
creative art director.
Broadcasting
November 4, 1957 • Page 99
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
Executive Offices
1735 De Soles St., N. W. ME. 8-541 1
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
RUSSELL P. MAY
711 14th St., N. W.
Washington 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE '
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Eadio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE*
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
—Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE *
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE *
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE*
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. Dl. 3-7503
COLLECTIONS
For the Industry
ALL OVER THE WORLD
TV — Radio — Film and Media
Accounts Receivable
No Collection — No Commissions
STANDARD ACTUARIAL WARRANTY CO.
220 West 42nd St., N. Y. 36, N. Y.
LO 5-5990
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Membtr AFCCE *
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
LOWELL R. WRIGHT
Aeronautical Consultant
serving the radio & tv industry
on aeronautical problems created
by antenna towers
Munsey Bldg., Wash. 4, D. C.
District 7-1740
(nights-holidays telephone
ELmwood 6-4212)
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Lufkin, Texas
NEptune 4-4242 NEptune 4-9558
Page 100 • November 4, 1957
Broadcasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by Broadcasting)
October 24 through October 30
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
New Tv Stations
DA — directional antenna, cp — construction per-
mit. ERP— effective radiated power, vhf— very
high frequency, uhf— ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc— megacycles. D— day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through Oct. 30
Appls. In
On Pend- Hear-
Air Licensed Cps ing ing
Am 3,070 3,010 302 476 156
Fm 539 519 75 85 10
FCC Commercial Station Authorizations
As of Sept. 30, 1957 *
Licensed (all on air)
Cps on air
Cps not on air
Total authorized
Applications in hearing
New stations requests
New station bids in hearing
Facilities change requests
Total applications pending
Licenses deleted in Aug.
Cps deleted in Aug.
Tv Summary through Oct. 30
Total Operating Stations in U. S.:
Commercial
Noncomm. Educational
Vhf
401
20
Uhf
87
5
Total
252
Am
Fm
Tv
3,070
519
369
3,133
532
531
142
36
126
3,275
568
657
156
10
85
350
38
72
113
4
50
207
20
50
1,118
146
371
0
1
1
0
2
5
Grants since July 7 7, 7952:
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
363
. 29
Uhf Total
328 6911
21 502
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
Applications tiled since April 14, 7952:
(When FCC began processing applications
after tv freeze)
New Amend. Vhf Uhf Total
Commercial 1,127 337 877 590 1,467s
Noncomm. Educ. 68 38 34 72*
APPLICATION
Farmington, N. Mex. — Four Corners Bcstg.
Co., vhf ch. 12 (204-210 mc); ERP 64.8 kw vis.,
38.9 kw aur.; ant. height above average terrain
85.125 ft., above ground 139.25 ft. Estimated con-
struction cost $292,581, first year operating cost
$192,000, revenue $249,600. P. O. address 211 East
Broadway, Farmington, N. Mex. Studio location
Farmington, N. Mex. Trans, location near Farm-
ington (San Juan County), N. Mex. Geographic
coordinates 36° 43' 20" N. Lat., 108° 09' 06" W.
Long. Trans., ant. RCA. Legal counsel Bailey
Walsh, Washington, D. C. Consulting engineer
John H. Mullaney, Washington, D. C. Owners
are Wade Beavers, Ernest F. Terrazas (each
25%), Arthur Coy, D. W. Justis (each 20%) and
Johnston Jefferies (10%). Mr. Beavers is at-
torney; Mr. Terrazas has various business in-
terests; Mr. Coy is in farming and real estate;
Mr. Justis is in oil field machine shop and sup-
ply, and real estate; Mr. Jeffries is attorney.
Announced Oct. 24.
Existing Tv Stations
ACTIONS BY FCC
WLWI (TV) Indianapolis, Ind.— Granted mod.
of cp (ch. 13) to change type trans., ant. system
and make other equipment changes. By letter,
denied requests by Indianapolis Bcstg. Inc. and
Mid-West Tv Corp. that WLWI application be
designated for hearing and consolidated with
comparative proceeding.
CALL LETTERS ASSIGNED
WICU-TV Erie, Pa.— Erie Dispatch Inc., ch. 12.
Changed from WICU (TV).
WCHU (TV) Champaign, III.— Plains Televi-
sion Corp., ch. 33.
Total
1,195 337
915
624 1,5385
Allocations
1 177 cps (33 vhf, 144 uhf) have been deleted.
2 One educational uhf has been deleted.
3 One applicant did not specify channel.
* Includes 48 already granted.
6 Includes 725 already granted.
TV CHANNEL CHANGES
By report and order, Commission finalized
rule making in Docket 12135 to add Fajardo, P. R.,
to tv table of assignments and assigning it
ch. 13, deleting ch. 12 from Charlotte Amalie, Vir-
gin Islands, and substituting ch. 12 for ch. 13 in
Aguadilla-Arecibo, P. R., effective Dec. 2.
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
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WASHINGTON, D. C.
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l737 DeSales St., N. W.
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Barney Ogle
Tribune Tower
DE 7-2754
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1 175
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I 1 1 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting
November 4 1957 • Page 101
t '
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Station?
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RADIO CORPORATION
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Page 102 • November 4, 1957
FOR THE RECORD continued
PROPOSED TV CHANNEL CHANGES
Commission invites comments by Nov. 29
notice of proposed rule making looking toward
substituting ch. 80 for ch. 70 in Bradford, Pa.
This would enable Commission to act on appli-
cation by Conewango Valley Television Inc.
(BPTT-147) for new tv translator station on ch.
70 in North Warren, Pa.
New Am Stations
APPLICATIONS -
Crescent City, Calif.— Norman C. Bayley, 1310
kc, 1 kw D. P. O. address 1409 Cortez Ave.,
Burlingame, Calif. Estimated construction cost
S27.219, first year operating cost $24,000, revenue
$35,000. Mr. Bayley, sole owner, is in tools and
supplies. Announced Oct. 29.
Oroville, Calif.— James E. Walley, 1340 kc, 250
w. unl. P. O. address Route 1, Box 38-c, Yuba
City, Calif. Estimated construction cost $2,000,
first year operating cost $37,000, revenue $42,000.
Mr. Walley, sole owner, is general manager of
KAGR Yuba City, Calif. Announced Oct. 25.
Phillipsburg, Kan. — North Central Bcstg. Inc.,
1490 kc, 250 w D. P. O. address Guy Christian,
Bel Aire Motel, Sterling, Colo. Estimated con-
struction cost $12,635, first year operating cost
$28,000, revenue $37,000. Owners are Guy Chris-
tian, Russell M. Stewart (each 49%) and others.
Mr. Stewart is one-third owner of KNEB Scotts-
bluff, Neb., and KOLR Sterling, Colo. Announced
Oct. 28.
Gloucester, Mass. — Simon Geller, 1410 kc, 500
w D. P. O. address 537 45th St., Union City.
N. J. Estimated construction cost $21,297, first
year operating cost $52,000, revenue $56,000. Mr.
Geller, sole owner, is radio engineer. Announced
Oct. 30.
Riverhead, N. Y. — Patchogue Bcstg. Co. Inc.,
1570 kc, 250 w D. P. O. address Box 651, Pat-
chogue, N. Y. Estimated construction cost $14,865.
first year operating cost $45,000, revenue $55,000.
Owners are Lee Morrison (35.9%), Olga Mosko-
witz (33.4%) and others. The Patchogue Bcstg.
Co. operates WPAC Patchogue, N. Y. Announced
Oct. 29.
South Gastonia, N. C. — Mace, Groves and
Mace, 1420 kc, 500 w, D. P. O. address Earl O.
Mace, Box 1232, Gastonia, N. C. Estimated con-
struction cost $17,550, first year operating cost
$40,000, revenue $50,000. Owners are Earl O.
Mace, A. Clay Groves and Glen F. Mace (each
one-third). Earl Mace is builder; Clay Groves is
in radio-tv repair; Glen Mace has been engineer
for WSOC Charlotte, N. C. Announced Oct. 24.
Vinton, Va. — Mt. Airy Bcstrs. Inc., 1290 kc, 1
kw D. P. O. address Box 209, Mt. Airy, N. C.
Estimated construction cost $16,162, first year
operating cost $24,000, revenue $37,000. Owners
are Robert Hennis Epperson, Erastus F. Poore
(each 26.82%), Russell E. Hiatt (23.18%) and
others. Mt. Airy Bcstrs. also owns WSYD Mt.
Airy, N. C. Announced Oct. 25.
Spokane, Wash. — Christian Services Inc., 1330
kc, 5 kw D. P. O. address Box 81, Spokane,
Wash. Estimated construction cost $43,715, first
year operating cost $66,575, revenue $91,364. Own-
ers are Roger L. Stensland, Norman H. Huff,
Everett J. Armstrong, Gordon Paul, Larry An-
derson and Arnold Van Dyke. This is non-stock
corp., each owner has one vote. Mr. Stensland is
in books and church supplies; Mr. Huff is at-
torney; Mr. Armstrong is in drugs; Mr. Paul is
in auto electric service; Mr. Anderson is in hard-
ware; Mr. Van Dyke is cpa. Announced Oct. 30.
Existing Am Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
KOMY Watsonville, Calif. — Francis T. Cren-
nan, 1340 kc. Changed from KHUB.
WAXE Vero Beach, Fla. — WNTM Inc., 1370 kc.
Changed from WNTM.
WMFT Terre Haute, Ind. — Citizens Bcstg. Co.,
1300 kc. Changed from WWVR.
KWMT Fort Dodge, Iowa — American Bcstg.
Inc., 540 kc. Changed from KEOK.
WICU Erie, Pa. — Community Service Bcstg.
Co., 1330 kc. Changed from WIKK.
WEZL Richmond, Va. — Chesterfield Bcstg. Co.
WHYE Roanoke, Va. — Roanoke Bcstg. Co., 910
kc. Changed from WRKE.
WEUP Huntsville, Ala.— Leroy Garrett, 1600 kc.
WHSM Hayward, Wis.— WJMC Inc., 910 kc.
Existing Fm Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
KPAX San Bernardino, Calif. — Imperial Bcstg.
System Inc., 99.9 mc.
KCMK Kansas City, Mo.— FM Bcstg. Inc.,
93.3 mc.
WMTW-FM Mt. Washington, N. H. — Mt. Wash-
ington TV Inc., 94.9 mc.
WRFM New York, N. Y. — Long Island Bcstg.
Co., 105.1 mc. Changed from WWRL-FM.
WLNA PeekskiU, N. Y. — Highland Bcstg. Corp.,
109.9 mc.
WQAL Philadelphia, Pa. — George Voron &
Co., 106.1 mc.
WYSO Greene County, Ohio — Antioch College
of Yellow Springs, 91.5 mc. Changed from WAEE.
KACE-FM Riverside, Calif. — Ray Lapica, 92.7
mc.
KRON-FM San Francisco, Calif.— The Chron-
icle Publishing Co., 96.5 mc.
WINZ-FM Miami, Fla.— Rand Bcstg. Co., 99.9
mc.
WFDS-FM Baltimore, Md. — William Scott
Cook, 97.9 mc.
Ownership Changes
APPLICATIONS
KBCA Beverly Hills, Calif. — Seeks assignment
of cp from High Fidelity Bcstrs. to Radio Beverly
Hills. Corporate change. No control change. An-
nounced Oct. 28.
KYOS Merced, Calif. — Seeks transfer of nega-
tive control of licensee corp. (KYOS Die.) from
Donald B. McCormick to Frank J. Flynn for
$41,250. Mr. Flynn is vice president, manager
and 10 shares owner of KFLY Corvallis, Ore.
Announced Oct. 24.
WAHR Miami Beach, Fla. — Seeks assignment
of license from Alan Henry Rosenson to Alan H.
Rosenson and Yvette Rosenson d/b as Mercantile
Bcstg. Co. Corporate change. Announced Oct. 28.
WJDM (TV) Panama City, Fla. — Seeks acquisi-
tion of positive control of permittee corp.
(WJDM-TV Inc.) by Mel Wheeler through pur-
chase of stock (96%) from J. D. Manly for $10,000
within six months of FCC approval plus promis-
sory note for $50,000 plus interest. Mr. Wheeler
is president, general manager and 25% stock-
holder of WEAR-AM-TV Pensacola, Fla., and
general manager and 2% stockholder of WJDM
Panama City, Fla. Announced Oct. 24.
KART Jerome, Idaho — Seeks transfer of con-
trol of licensee corp. (Northside Bcstrs. Inc.)
from Karl L. Metzenberg and Herbert E. Everitt
to Frederick M. Parry for $35,000. Mr. Parry has
been engineer-in-charge at Radio Free Europe
transmitting plant in Germany. Announced Oct.
28.
KSHO-TV Las Vegas, Nev. — Seeks transfer of
control of permittee corp. (Television Co. of
America Inc.) from Frank Oxarart, Albert Zug-
smith, John D. Feldman, Arthur B. Hogan, Ira
Laufer and Morton Sidley to Nathan Adelson
and Mervyn Lee Adelsoh for $70,000. Mervyn
South
$150,000.00
Coastal regional daytimer. Annual gross exceeds sale
price. Ideal living conditions. 29% down with balance pay-
able on reasonable terms.
Exclusive with
ac
iGOTIATIONS
urn
FINANCING
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
Sterling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
mpanij
• APPRAISALS
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
is
i
SS*SSS¥:S¥:*: ,?: x x> V
Broadcasting
FOR THE RECORD continued
Adelson (50%) is in food markets, as is Nathan
Adelson (50%). Announced Oct. 28.
KLEA Lovington, N. M. — Seeks assignment of
license from Lea County Bcstg. Co. to Lea Coun-
ty Bcstg. Co. (a corp.). Corporate change. No
control change. Announced Oct. 28.
WKBW Buffalo, N. Y. — Seeks acquisition of
gositive control of licensee corp. (WKBW Inc.)
y Clinton H. Churchill through purchase of
stock from Churchill Tabernacle Inc. for $7,-
301.50. Announced Oct. 30.
WOV New York, N. Y. — Seeks relinquishment
of positive control of licensee corp. (WOV Bcstg.
Corp.) by Moris S. Novik through transfer of
stock to Edna M. Hartley and Georgia L. Weil
(19%) for total of $7,600, plus the purchase of
certain promissory notes. Control will be equally
divided by the Hartley-Weil interest and the
Novik interest. Announced Oct. 29.
WTRY Troy, N. Y. — Seeks assignment of li-
cense from Tri-City Radio Inc. to The WTRY
Bcstg. Corp., subject to approval of sale of
WTRY stock [For The Record, Oct. 21]. An-
nounced Oct. 25.
KRMW The Dalles, Ore.— Seeks transfer of
control of licensee corp. (Radio Mid-Columbia
Inc.) from Harold L. Newhouse, Gerald K. Webb
Sr., F. L. Phillips Sr., Collin R. Matheny, R. P.
McRae, Orin C. Mills and W. H. Myers to Oliver
B. Earl for $18,000 loan. Oliver Earl is general
manager of KRMW. Announced Oct. 30.
WSAN Allentown, Pa. — Seeks involuntary as-
signment of license from B. Bryan Musselman,
Olivia P. Musselman and Reuel H. Musselman
d/b as Lehigh Valley Bcstg. Co. to Olivia M.
Barnes and Reuel H. Musselman, individually
and as executors of the estate of B. Bryan Mus-
selman, deceased. Announced Oct. 30.
WYSR Franklin, Va. — Seeks relinquishment of
positive control of licensee corp. (WYSR Inc.)
by S. L. Goodman through transfer of 15 shares
(1%) of stock to Howard H. Keller (50%). An-
nounced Oct. 29.
KKEY Vancouver, Wash. — Seeks involuntary
transfer of control of licensee corp. (Western
Bcstg. Co.) from Charles Weagant and Ralph
Weagant to Biruite A. Weagant, executrix of
estate of Charles Weagant, deceased. Announced
Oct. 24.
Clarksburg, W. Va. — Seeks transfer of control
of licensee corp. (Harrison Corp.) from George
F. Wilson Jr. to Mason C. Deaver (53.3%) and
Maruma R. Deaver (46.7%) for $20,382. Mason
Deaver is former president, general manager and
owner (with Maruma Deaver) of WPUV Pulaski,
Va. Announced Oct. 25.
Hearing Cases
FINAL DECISIONS
By order of Oct. 30, Commission (1) on request
by Palmetto Radio Corp. (WNOK-TV [ch. 67]
Columbus, S. C), dismissed latter's protest; (2)
affirmed March 20 grant to Georgia-Carolina
Bcstg. Co. for change in tv trans, site of WJBF
(ch. 6) Augusta, Ga., to a .point near Beech Is-
land, S. C, about 10 miles southeast of present
site increase ant. height from 610 to 1370 ft.,
and make changes in ant. system, and (3)
terminate proceedings in Docket 12020.
By order of Oct. 30, Commission (1) on request
by Great Lakes Television Co. (WSEE [ch. 34]
Erie, Pa.), dismissed latter's protest; (2) affirmed
June 28 grant to Dispatch Inc., for mod. of cp for
tv station WICU (ch. 12) Erie, to change trans,
location to a site 5.6 miles southeast of center
of city and increase ERP to 158 kw aur. and 316
kw vis., and (3) terminated proceedings in
Docket 12143.
By memorandum opinion and order of Oct. 30,
Commission granted motion by Spartan Radio-
casting Co. (WSPA) Spartanburg, S. C, to ex-
tent of including issue proposed by Commission's
Broadcast Bureau in proceeding on applications
of Wayne M. Nelson, Concord, N. C, and Fred
H. Whitley, Dallas, N. C., for new am stations to
operate on 960 kc (Dockets 12095-6).
By order of Oct. 30, Commission denied motion
by Wayne M. Nelson, Concord, N. C, to delete
issue No. 2 in proceeding on his application and
that of Fred H. Whitley, Dallas, N. C, for new
am stations to operate on 960 kc (Dockets
12095-6).
By memorandum opinion and order of Oct. 30,
Commission affirmed ruling of hearing examiner
denying motion of the Broadcast Bureau to
change place of hearing from Los Angeles, Calif.,
to Washington, D. C, in proceeding on revoca-
tion of tv construction permit of Nevada Tele-
casting Corp. (KAKJ ch. 4) Reno, Nev. (Docket
11735).
Commission en banc, by Comrs. Doerfer
(Chairman), Hyde, Bartley, Mack, Craven, and
Ford, took following actions in the Indianapolis,
Ind., ch. 13 proceeding in Docket 8906, et al.:
By memorandum opinion and order, Commis-
sion denied petitions by (1) WIBC Inc. and Mid-
West T. V. Corp. for hearing, reconsideration
and stay of March 8 decision (which granted
Crosley Bcstg. Corp. cp for new tv station to
operate on ch. 13 in Indianapolis and denied com-
peting applications of Indianapolis Bcstg. Inc.,
WD3C Die, and Mid-West T. V. Corp.) and for
immediate suspension of June 21 actions which
denied petitioners' previous pleadings, and (2)
Indianapolis Bcstg. Die, for rehearing, except
to extent of modifying June 21 order as noted
in text of today's memorandum opinion and
order. Comrs. Hyde and Bartley dissented and
issued statements. Comr. Ford concurred and
issued statement.
By memorandum opinion and order, Commis-
sion denied pleadings by Mid-West T. V. Corp.
and WIBC Inc., seeking reconsideration of June
21 memorandum opinion and order which denied
requests for reargument. Comrs. Hyde and Bart-
ley dissented and issued statements. Comr.
Craven abstained from voting.
By memorandum opinion and order, Commis-
sion denied petitions by Didianapolis Bcstg. Inc.,
and Mid-West T. V. Corp., to reopen record in
the comparative proceedings, to designate for
hearing Crosley application for mod. of cp of
WLWI to change type trans, ant. system and
make other equipment changes, and to con-
solidate the two proceedings. Comr. Hyde ab-
stained from voting. Comr. Bartley dissented
and issued statement. Announced Oct. 25.
INITIAL DECISIONS
Commission on Oct. 24 ordered that initial
decision which looked toward grant of the appli-
cation of Texas Technological College for new
tv station to operate on ch. 5 in Lubbock, Tex.
(Docket 11934), which would have become effec-
tive on Oct. 28 pursuant to Sec. 1.853 of the
rules, shall not become final pending further
review by the Commission, particularly with
respect to the agreements of Texas Telecasting
Die, and Bryant Radio and Television Inc., to
donate certain sums of money to Texas Tech-
nological College. Announced Oct. 25.
Hearing Examiner Thomas H. Donahue issued
initial decision looking toward grant of appli-
cation of St. Charles County Bcstg. Co. for new
am station to operate on 1460 kc, 5 kw, DA, D,
at St. Charles, Mo. (Docket 12070; BP-11066).
Announced Oct. 25.
Hearing Examiner Herbert Sharfman issued
initial decision looking toward grant of applica-
tion of Huntington-Montauk Bcstg. Co. Dae, to
change location of trans, site and main studio
of WGSM (740 kc, 1 kw, D) from Huntington,
Long Island, N. Y., to Deer Park, Long Island
(Docket 11722; BP-9436). Announced Oct. 25.
Hearing Examiner J. D. Bond issued initial
decision looking toward grant of application of
Whatcom County Bcstrs. for new am station to
operate on 930 kc, 1 kw D, in Bellingham-Fern-
dale, Wash. (Docket 12030).
Hearing Examiner Herbert Sharfman issued
MAX G. PFAENDER, President
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and Chief Engineer
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NORTH WALES • PENNSYLVANIA
Broadcasting
November 4, 1957 • Page 103
FOR THE RECORD CONTINUED
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 1
Beaumont, Tex., ch. 6 (9-30-57).
AWAITING ORAL ARGUMENT: 8
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Cheboy-
gan, Mich., ch. 4 (6-21-57); Buffalo, N. Y.,
ch. 7 (9-13-57); Lubbock, Tex., ch. 5
(9-9-57); Mayaguez, P. R., ch. 3.
IN HEARING: 7
Alliance, Neb., ch. 13 (6-6-57); Greenwood,
Miss., ch. 6; Elk City, Okla., ch. 8; Ogden,
Utah, ch. 9 (7-3-57); Baton Rouge, La.,
ch. 18 (7-11-57); Elko, Nev., ch. 10 (7-11-
57); Beaumont-Port Arthur, Tex., ch. 12.
IN COURT: 10
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Portsmouth, Va., ch. 10; Miami, ch. 10;
Knoxville. Tenn., ch. 10; Boston, ch. 5;
Springfield, 111., ch. 2; Charlotte, N. C, ch.
9: Biloxi, Miss., ch. 13; New Orleans, La.,
ch. 4; Orlando, Fla., ch. 9; Indianapolis,
Ind., ch. 13.
initial decision looking toward grant of applica-
tion of Great Trails Bcstg. Corp. for renewal of
license of station WING Dayton, Ohio (Docket
12103J.
By order of Oct. 30, Commission made effective
immediately initial decision and granted applica-
tion of North American Bcstg. Co. for new am
station (WMNI) to operate on 920 kc, 500 w
DA-1, unl., in Columbus, Ohio, and dismissed
as moot petitions by North American (Docket
12142).
By order of Oct. 30, Commission made effective
immediately initial decision and granted applica-
tion of Independence Bcstg. Co. Inc., to change
assignment for station WHAT-FM Philadelphia,
Pa., from 105.3 mc to 96.5 mc (Docket 12154).
By order of Oct. 30, Commission made effective
initial decision, after deleting paragraphs 5 and
6 of its conclusions, and granted application of
KCBQ Inc., for cp to increase power of station
KCBQ San »iego, Calif., from 1 kw N, 5 kw LS,
DA-N, to 5 kw N, 50 kw LS, with four-element
array daytime and six-element array nighttime,
operating on 1170 kc (Docket 11980).
Commission Instructions in Hearing Cases
Commission on Oct. 30 directed preparations
of documents looking toward:
Granting request by Lawrence M. C. Smith to
withdraw exceptions and affirming and reinstat-
ing July 18, 1956 grant of assignment of license
and cp of station WGMS Bethesda, Md., and
license of WGMS-FM Washington, D. C, from
The Good Music Station Inc., to RKO Teleradio
Pictures Inc. (Docket 11821).
Granting application of Knorr Bcstg. Corp. to
increase day power of station WKMF Flint, Mich.,
from 1 kw to 5 kw and change from DA-1 to
DA-2, operating on 1470 kc with 1 kw N (Docket
11676).
NARBA Notifications
Notification of new Cuban radio stations, and
of changes, modification and deletions of existing
stations, in accordance with Part III, Section F
of North American Regional Broadcasting agree-
ment, Washington, D. C, 1950.
CUBAN
800 kc
CMJS Ciego de Avila, Camaguey — 1 kw ND U
Class II. Now in operation.
840 kc
CMJM Ciego de Avila, Camaguey — 0.5 kw ND
U Class II. (Continue on this frequency, vide
1080 kc.)
1020 kc
CMHS Caibarien, Las Villas — 0.1 kw ND D
Class II. Now in operation.
1080 kc
CMJM Ciego de Avila, Camaguey — 0.5 kw ND
U Class II. Delete assignment. (Vide 840 kc.)
CMHE Encrucijada, Las Villas — 0.25 kw ND
U Class II. Immediately on this frequency.
1090 kc
CMHE Encrucijada, Las Villas— 0.25 LS 0.1 N
XJ Class II. Delete assignment. (Vide 1080 kc.)
1110 kc
New Camaguey, Camaguey — 1 kw D DA 0.25 N
U Class II. Immediately.
1280 kc
CMDP Victoria de las Tunas, Oriente — 0.25 kw
ND U Class IV. Now in operation.
1580 kc
CMDS Holguin, Oriente — 0.25 kw ND D Class
H. Now in operation.
New Varadero, Matanzas — 0.25 kw DA U Class
II. (Correction to List No. 2/57.)
List of changes, proposed changes, and cor-
rections in assignments of Mexican broadcast
stations modifying appendix containing as-
signments of Mexican broadcast stations (Mime-
ograph 47214-6) attached to recommendations
of North American Regional Broadcasting Agree-
ment Engineering meeting Jan. 30, 1941.
MEXICAN
570 kc
XEGG Culiacan, Sinaloa— 1000 w D 250 w N
U Class IV. 3/14/58. (New.)
680 kc
XEFJ Teziutlan, Puebla— 1 kw D 100 w N ND
U Class II. 3/14/58. (Provisional — operation with
100 watts night without directional antenna and
modified classification.)
960 kc
XEIQ Ciudad Obregon, Sonora — 750 w D 500 w
N U Class HI 8/14/47. (Change in call letters from
XEOP.)
990 kc
XET Monterrey, Nuevo Leon — 50 kw DA-N U
Class II. 12/14/57. (Increase night power.)
1010 kc
XEDX EI Zauzal, Baja California— 500 kw D 250
w N U Class II. 8/14/57. (Modification of the
conditions of operation.)
1110 kc
XEVS Villa de Seris, Sonora — 250 w ND D
Class II. 8/14/57. (Correction in time of opera-
tion.)
1190 kc
XEWK Guadalajara, Jalisco— 10 kw DA-N U
Class I-B. 8/14/57. (Change in call letters from
XERP.)
1330 kc
XEFJ Teziutlan, Puebla— 1000 w D 100 w N
ND U Class IV. (Delete assignment upon com-
mencement of operation on 680 kc.)
1360 kc
New Manzanillo, Colima — 1000 w D 100 w N
U Class IV. 8/14/57. (Correction in classification.)
1380 kc
XEVW Ciudad Victoria, Tamaulipas— 1000 w
D D Class II. 3/14/58. (New.)
1450 kc
XEPY Progreso, Yucatan— 250 w ND TJ Class
IV. 3/14/58. (New.)
1480 kc
XEPR Peza Rica, Veracruz — 10 kw D 500 w N
U Class III. 7/14/57. (Increase day power.)
1490 kc
XEPA Puebla, Puebla— 250 w ND U Class IV.
8/14/57. (Correction in characteristics of opera-
tion.)
Routine Roundup
ACTIONS ON MOTIONS
By Hearing Examiner Hugh B. Hutchison
October 23
Granted motion of WHAS Inc. (WHAS-TV ch.
11), Louisville, Ky., for continuance of hearing
to Jan. 6, 1958, in proceeding on its application
for cp to change trans, and ant. location.
By Hearing Examiner J. D. Bond
October 22
Issued order after first prehearing conference
re application of United Broadcasting Company
Inc., Carolina Broadcasting System Inc., and
New Hanover Broadcasting Company, for cps
for new tv stations to operate on ch. 3 in Wil-
mington, N. C. Hearing which was scheduled to
be commenced on Oct. 21, pursuant to agreement
of parties, was postponed indefinitely.
By FCC
On petition by Community Broadcasters As-
sociation Inc., Commission on Oct. 24 granted
extension of time for filing comments from Nov.
1 to Dec. 2, and for filing reply comments to
Dec. 12 in the matter of amendment of Part 3
of the Commission's rules and regulations and
technical standards concerning the power lim-
itation of Class IV am stations.
By Chief Hearing Examiner James D. Cunning-
ham on the dates shown
By memorandum opinion and order, denied
second petition to intervene in proceeding on
application of Western Nebraska Television Inc.,
for cp for new tv station to operate on ch. 13 in
Alliance, Neb., filed by Frontier Broadcasting Co.
Granted petition of Ponce de Leon Bcstg. Co.
inc., for dismissal of its protest relative to Com-
mission's action of Aug. 1, granting without hear-
ing application of American Colonial Bcstg. Corp.
(WKBM-TV), Caguas, P. R., for mod. of cp, and
proceedings are dismissed. Action Oct. 24.
Ordered that hearing scheduled for Oct. 25 is
continued to Oct. 29 re am application of OK
Bcstg. Co., Mobile, Ala.
By Hearing Examiner Basil P. Cooper
October 25
By memorandum opinion and order, granted
petition of Hall Bcstg. Co. Inc., Los Angeles,
Calif., for leave to amend its fm application to
change tran. site., etc., and denied motion of
Richard C. Simonton to strike or dismiss Hall's
petition to amend its application and in the
alternative, opposition thereto, and the condi-
tion to Hall's petition by the Broadcast Bureau
is denied.
Granted petition of The KBR Stations Inc.,
Keene, N. H., for leave to amend its am applica-
tion to specify operation on 1010 kc, 1 kw D, in
lieu of 1490 kc, 250 w U, and application as
amended is removed from hearing docket; re-
tained in hearing status application of WKNE
Corp., Brattleboro, Vt.; cancelled further pre-
hearing conference scheduled for Dec. 16, and
scheduled evidentiary hearing for Nov. 8.
Granted petition of Basin Bcstg. Co., Durango,
Colo., for continuance of prehearing conference
from Oct. 29 to Nov. 18 and evidentiary hearing
from Nov. 14 to Dec. 2 in proceeding on its am
application.
By Hearing Examiner Charles J. Frederick
October 24
Ordered that hearing scheduled for Nov. 5
is rescheduled for Jan. 7, 1958 re mod. of cp of
Capitol Bcstg. Co. (WJTV), Jackson, Miss.
By Hearing Examiner Millard F. French
October 24
B" agreement of parties, ordered that pre-
hearing conference is continued from Oct. 25
to Oct. 31 re application of KTAG Associates
(KTAG-TV), Lake Charles, La., for mod. of cp
to change from ch. 25 to ch. 3 and Evangeline
Bcstg. Co. Inc., and Acadian Television Corp.,
for cps for new tv stations to operate on ch. 5
in Lafayette, La.
By Hearing Examiner Elizabeth C. Smith
on dates shown
Granted motion of Booth Radio & Television
Stations Inc. (WJVA), South Bend, Ind., for
extension of date to Oct. 30 for exchange of
exhibits, and of hearing from Oct. 31 to Nov. 21,
and counsel will notify other counsel what wit-
nesses, if any, are desired for cross examination
on or before Nov. 15, in lieu of date previously
fixed in am proceeding on Booth's application
and that of Allegan County Bcstrs., Allegan,
Mich. (Action Oct. 23.) granted petition of Booth
Radio for leave to amend its application to show
engineering changes which will result in re-
ducing the amount of interference to Allegan
County and for retention of application in hear-
ing status. (Action Oct. 25.)
By Hearing Examiner H. Gifford Irion
October 25
Upon oral request of Nobel-DeKalb Bcstg. Co. j
Continued on page 109
Broadcasting
ALLEN KANDER
NEGOTIATORS FOR THE PURCHASE AND SALE
OF RADIO AND TELEVISION STATIONS
EVALUATIONS
FINANCIAL ADVISERS
WASHINGTON
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Page 104 • November 4, 1957
CLASSIFIED ADVERTISEMENTS
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• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 20tf per word — $2.00 minimum • HELP WANTED 25* per word — $2.00 minimum.
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RADIO
Help Wanted
New station requires almost entire staff. Must
be experienced. Need news man, disc jockeys,
salesmen and continuity writer. News-men and
disc jockeys send tape with first letter. All tapes
returned. All replies confidential. Write Box
214B, BROADCASTING.
New fulltime in metropolitan market of 640,000
staffing. Sales, pd, sports and other. Want pros.
Challenging opportunity. WMNI, 1375 Sunbury
Rd., Columbus, Ohio.
Management
Manager wanted immediately for radio station
in metropolitan Canadian city. The right man
should be strong on sales and promotion and
willing to accept real challenge to build up
station. Excellent opportunity for man not
afraid of plenty of work at least for the first
year. Excellent salary and incentive. Also
wanted, three salesmen. Rush full details and
previous experience to Box 718B, BROADCAST-
ING.
Sales minded station manager. Also need an ac-
count executive for outstanding Florida station.
All replies confidential to Box 789B, BROAD-
CASTING.
Carolina fulltime 250-watter wants general man-
ager who is strong, strong, strong on sales and
energy. Age not important. Ability is! Our
salary-plus-over-ride proposition can mean
$12,000.00 yearly to right man. Box 800B, BROAD-
CASTING.
Need a combo manager-salesman for small
southwest single market. Must be capable of
personal sales, as well as organizational ability
to train others in competitive market. Must have
knowledge of agency and regional accounts.
Box 802B, BROADCASTING.
Growing Minneapolis independent. Opportunity
for experienced man to take over management
and sales. Salary plus. Box 825B, BROADCAST-
ING.
Manager-salesman-promoter for solid, excellent
home-town station. Contact Bevins, WMLF, Pine-
ville, Kentucky.
Sales
Good opportunity in Wilmington, Delaware for
experienced man who can sell radio. Guaranteed
$125 per week against 15%. Personal interview
necessary. List age, education, experience, pres-
ent billing. Box 685B, BROADCASTING.
Wanted: Salesman for tough Kansas market.
Proven record. Interview necessary. Top wages
plus 15%. Management opportunity. Box 781B,
BROADCASTING.
Illinois station has opening for salesman. Estab-
lished territory, straight commission. If you're
worth $7,000 a year, write Box 794B, BROAD-
CASTING.
Real future for right man. Strong Memphis in-
dependent. Top money, excellent opportunity
Box 826B, BROADCASTING.
Sales manager, executive caliber. Excellent earn-
ings for man who can produce. Expanding Bos-
ton independent. Box 827B, BROADCASTING.
Live like a millionaire, and start making your
million while you're doing it. Come to Cali-
fornia! . . . not just for the winter . . . but for
a permanent sales position with a young, ag-
gressive, expanding organization. We'll meet
your terms if you're an experienced salesman
with a proven production record ... so no
matter how well you're doing now, this is your
big chance to make the break to California . . .
to start striking it rich without any cut-back
from your present income. Apply Radio Station
KJOY, Hotel Stockton, Stockton. You'll be glad
you did!
Good, steady salesman for one of the best mar-
kets in the country. A real deal for the right
man. Contact Clyde Wilson, KWFC, Hot Springs,
Arkansas.
We are looking for a saleslady to assist in radio
time sales. We would like one with either agency
or station experience. A guaranteed salary plus
commissions to handle specialty accounts. Some
air time if desired. Send photo and full informa-
tion. WFRO, Fremont, Ohio.
RADIO
Help Wanted— (Cont'd)
Sales
Immediate opening for experienced salesman.
Established accounts and market. Guarantee
against commission. This is a well paying posi-
tion for the ambitious salesman. Send full in-
formation, experience and photo. You will be
called by phone for personal interview if your
qualifications meet requirements. Contact Robert
F. Wolfe, WFRO, Fremont, Ohio.
Account executives: Two stable, experienced
sales-executive type men for local radio-tv time
sales department. $8,000 to $10,000 year potential.
Write, phone or see Keith Oliver, Sales Man-
ager, WJIM, Lansing, Michigan.
New station covering large area wants top sales-
man. WOIA. Saline, Michigan.
Announcers
Florida top-notch pop DJ. $100 week to start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, BROADCAST-
ING.
Need immediately: Top production announcer for
southern Alabama outstanding CBS affiliate.
Music — news. 30,000 population. Excellent pay
for right man. Must have good voice, be quality
and production conscious, collect and write news.
Need man full of enthusiasm for new radio con-
ceptions. Send full resume, tape of production
work and salary requirements to Box 702B,
BROADCASTING.
Need tape, resume, photo from versatile an-
nouncer. 50 kw central New York station. Box
762B, BROADCASTING.
Radio-combo man (experienced sales, board)
with 1st class phone for hottest news station in
southern California. $300.00 for 20 hours board
work, 15% on sales. Box 798B, BROADCAST-
ING.
Immediate opening for staff announcer qualified
also as newsman. 1,000 watt independent near
Chicago. Personal interview necessary, detail
age, education, experience in resume. Box 821B,
BROADCASTING.
Program director-announcer for 5000 watt station
in New England. Must be mature, responsible
and able to handle personnel. Send resume and
tape with news, commercials and sample music
program. Box 835B, BROADCASTING.
Have opening announcer $65.00 a week to start,
40 hours week. Call 5-2431, KDLK, Del Rio, Texas.
Top morning man for regional independent in
growing community. Send tape and resume to
KFRD, Rosenberg, Texas.
Opportunity for married staff announcer. Send
resume. ABN Network. KFRO, Longview, Texas.
Announcer who knows concert music wanted by
am station in metropolitan market. Must have
first phone. West Coast applicant preferred. Send
complete details, audition tapes via air mail.
KGMS, Hotel Senator, Sacramento.
Top money to top men! Number one music and
news indie has immediate openings for per-
sonality dee- jays-grow with Kansas' fastest
growing station, must have first phone, but no
maintenance work required. Write, wire or phone
collect, Ed Schulz, KJAY, Topeka, Kansas.
Experienced announcer. Can also sell at high
percentage, to later become commercial man-
ager. Contact Dr. F. P. Cemiglia, Radio Station
KLIC, Monroe, Louisiana, Fairfax 3-4617.
Announcer with first phone, no maintenance,
contact G. C. Packard, KTRC, Santa Fe, N. M.
Announcer with approximately one year experi-
ence looking for permanency and a real future,
for morning show. Send tape, resume and pic-
tures to WARK, Hagerstown, Maryland.
Bright friendly morning man. Phone 30592.
WATG, Ashland, Ohio.
RADIO
Help Wanted— (Cont'd)
Announcers
$100.00 per week at fulltime network kilowatt
for experienced announcer to assume some pd
responsibilities. You'll like station facilities, co-
workers, growing town of 18,000. Contact Howell
Ashford, WCRK, Morristown, Tennessee.
Two experienced announcers. One who knows
hillbilly and can work pop. Good salary and
working conditions. Give all details and tape
in first letter. Positions must be filled immedi-
ately. Nathan Frank, WHNC, Henderson, N. C.
Phone 7136.
Announcer with first phone, prefer man inter-
ested in additional earnings through sales and
production work. Contact WSNT, Sandersville,
Georgia. Telephone 2583-3174.
Will pay good bucks to bright announcer who
can make dj show really move. No screamer,
but lots of punch. Some news, added opportuni-
ties in tv. Send photo, tape and resume to Pro-
gram Director, WVET, Rochester 4, New York.
Experienced staff announcer, specialize in sports.
734 McKinley Place South, St. Cloud, Minnesota.
$150 wk to rhyming dj who can intro records in
rhyme "singing rage, Patti Page," etc. Experi-
enced. Bright voice. Call Akron, Ohio, Black-
stone 3-6171.
Technical
Engineer-announcer with first class ticket for
clear channel Alabama station. Good pay and
pleasant working conditions. Send tape and re-
sume to Box 775B, BROADCASTING.
Need an engineer-announcer for small southwest
single market. Prefer man from the southwest.
Box 801B, BROADCASTING.
Wanted engineer for 500 watt network affiliate,
south, must stay sober, be cooperative, energetic
with good character. Full information photo,
references required first letter. Box 804B.
BROADCASTING.
Chief engineer, immediate opening, 5 kw fulltime
midwest directional. Wonderful opportunity. Box
831B, BROADCASTING.
Combination engineer-announcer needed imme-
diately. Good salary. Excellent working con-
ditions. Call, wire or write Les Ryder, KCIL,
Houma, Louisiana.
First phone, some announcing. Established 5 kw
independent, Shenandoah Valley. New equip-
ment. Ideal working and living. WHBG, Har-
risonburg, Va.
Wanted: Engineer, radio. Young man, holder of
first phone. Can be beginner, technical school or
equivalent background preferred. Some main-
tenance work, no announcing. Write or phone
Chief Engineer, Radio Station WIMA, Lima,
Ohio.
Engineer, wanted for maintenance of am-fm sta-
tion. Salary $4420.00 to $5200.00 a year, depending.
Write or call S. A. Hassan, Radio Station WROY,
phone 4161, Carmi, Illinois.
Immediate opening, first phone operator. WSYB,
Rutland, Vermont.
Engineer, first phone. Experience not needed.
Chance to get some announcing. Salary $80.00 to
$90.00. Call Ronceverte, W. Va. Phone 300.
Production-Programming, Others
Office girl. Good typing, bookkeeping, shorthand,
permanent position. Will train. Box 782B,
BROADCASTING full details and picture.
Fine opportunity for newsman with strong mid-
west tv-radio outlet. Want man who can report
and write local news and do both tv and radio
air work. Send full information, tape, availabil-
ity, salary, experience and photo to Box 819B
BROADCASTING.
Broadcasting
November 4, 1957 • Page 105
RADIO
RADIO
RADIO
Help Wanted— (Cont'd)
Production-Programming, Others
News editor for regional station that accents on
news. Salary commensurate with ability. Tape,
photo and resume to KFRD, Rosenberg, Texas.
Wire.
News director and assistant needed for KHMO,
Hannibal, Mo. 5000 watt independent fulltime.
Finest setup in country. Mobil units, new studios.
Local news most important part of our business.
Send qualifications, tape, picture, references to
James F. Jae, Mgr., salary open.
Newsman. Radio-television, capable leg and air
man with small market station experience who
can gather, write, and air news; journalism
education background preferred; married; vet-
eran; stable and dependable with good refer-
ences; one who wants a permanent berth in a
news department which has twice received na-
tional recognition. Scale starts at $85 for 40
hours. Salary commensurate with experience
and ability. Write or phone W. P. Williamson,
WKBN, Youngstown, Ohio. Sterling 2-1145.
Program director for CBS affiliate. Wanted: in-
telligent administrator, imaginative and creative,
with programming production and promotion
knowhow, adept with personnel. Last pd pro-
moted to new position. Send resume, tape, to
WSOY, Decatur, Illinois.
RADIO
Situations Wanted
Male lion: 2 years old. 300 pounds. Has done
bang-up job in promotion department in radio
station, desires similar position with other
progressive outfit. $300.00 includes permanent
cage and trailer cage. Is quite tame. Will eat
right out of your hand. Contact Don "Lefty"
French, KTSA, San Antonio.
Situations Wanted — (Cont'd)
Management
Permanent location, with opportunity of part
ownership. Experienced all phases. Box 807B,
BROADCASTING.
A man of ideas, hard worker, proven ability,
wide experience in selling and programming.
Have had outstanding success as manager. Avail-
able after December 1st in the eleven western
states. Box 813B, BROADCASTING.
Commercial manager. 7 years with national rep-
resentative selling radio and television and prior
experience with one of nation's outstanding
"good music" radio stations. For 10 years sold
and serviced for major network. Thorough
knowledge of representation, radio station sell-
ing, network relations and even newspaper sales
experience. So I'll know you and your competi-
tion. Superior representative and station refer-
ences as to character, sales and managerial abil-
ity. Married, two children. Box 832B, BROAD-
CASTING.
Sales
Eleven years sales, three sales manager. 31, fam-
ily, active in community affairs. Fine record,
good references. Will make you money as sales,
general manager. Box 809B, BROADCASTING.
Sales manager, experienced in all phases of ra-
dio. Available immediately as station or com-
mercial manager. Reliable, progressive, college.
Will listen to all reasonable offers. Would also
consider sales position in tv. Box 829B, BROAD-
CASTING.
Announcers
Sports announcer. Football, basketball, baseball.
7 years experience. Finest references. Box 974A,
BROADCASTING.
Top-rated country and western deejay. First
phone. No maintenance. Box 575B, BROAD-
CASTING.
Baseball announcer-pd, desires more minor
league experience in good market. Currently
employed in midwest market of 500,000. Uni-
versity graduate. Box 682B, BROADCASTING.
Young announcer. Has experience. Personality.
Audition in person or tape on request. Will
travel. Improvement and advancement goal.
Start immediately. Box 753B, BROADCASTING.
Top dj-news. iy2 years experience. Former
AFRS staff and traffic manager. Impressive
commercial reader. Prefer Illinois, Wisconsin,
Indiana. Will build audience for you. Desire
permanent position as dj. Full knowledge of
music. Married, 27. Tape and resume on request.
Box 778B, BROADCASTING.
Young man desires announcing position in radio.
Combo, experienced; one year 5 kw am. Grad-
uate, LeLand Powers Radio School; single, will
travel. Box 783B, BROADCASTING.
DJ beginner, capable, eager to please, salary
second to opportunity. Grad N. Y. radio school.
Tape and resume immediately on request. Box
785B, BROADCASTING.
Girl personality, dj, run own board, eager to
please. Free to travel, gimmicks and sales. Box
786B, BROADCASTING.
Personality-dj. Strong commercials, gimmicks,
etc., run own board. Steady, eager to please, go
anywhere. Box 787B, BROADCASTING.
Experienced disc jockey. Country and western.
Professional singer and guitarist. Consider any
location. Box 793B, BROADCASTING.
Radio announcer, negro, thoroughly trained in
news, commercials, and dj work. Tape available.
Box 796B, BROADCASTING.
Experienced announcer: 22, single, one year col-
lege. Personality dj. Distinguished news presen-
tation and interviews. Will travel. Box 797B,
BROADCASTING.
Looking for announcer that sells hard, sells soft
when needed, understands value of personality
in radio shows? I'm your man. Will work hard
for station with opportunities. Box 805B,
BROADCASTING.
Music-news — announcer-ticket, no maintenance,
some experience. $400 minimum. Box 806B,
BROADCASTING.
Staff announcer — schooled at Cambridge Radio
and TV. Strong commercial delivery, news dj.
Tape on request. Box 810B, BROADCASTING.
Top-notch announcer-dj-news. Now in metro-
politan sw market. Tight production, 8 years ex-
perience all phases. Married. Degree. $100. Box
817B, BROADCASTING.
Situations Wanted — (Cont'd)
Announcers
Young announcer. Fully trained. 2 years college.
Run board. Willing to learn, travel. Hard-work-
ing. Strong on dj and commercials. Will send
tape, resume, photo. Box 822B, BROADCASTING.
Announcer: Radio-tv seeking man with versatile
convincing "sell" appeal! That's me! Excellent
potential, enthusiastic, mature, aggressive. Pro-
duction-minded-capable writer. Looking for per-
manency and future. Box 823B, BROADCAST-
ING.
Announcer-dj. 10 years radio. 1 year tv. Profes-
sional. Immediately available for major eastern
market. Box 828B, BROADCASTING.
Announcer-dj. 7 years experience, 1st phone,
wishes to locate in Florida. Box 830B, BROAD-
CASTING.
Announcer, experienced, music, news, sports,
commercials; operate board. Tape available. Box
843B, BROADCASTING.
Have experience: Staff radio announcer (news,
sports, dj) radio sales, servicing, copywriting, tv
production-major program. Will travel. Any-
where to do any or all of above. For resumes,
tapes, write: Box F, 250 Brower Avenue, Rock-
ville Center, N. Y.
Florida: First phone - announcer - writer - news.
Mature beginner. Radio or tv. E. Friend, General
Delivery, Daytona, Florida.
Staff announcer-salesman. Would like to move
to bigger things. One year's experience. Present-
ly employed at Mutual affiliate In Kentucky.
Originally from the Chicago area, so would
prefer working within a two-hundred mile
radius of Chicago. George A. Ryan, 203V2 Scott
Ave., Pikeville, Kentucky.
Technical
Seeking job as radio or tv engineer with first
class ticket. Can handle any job plus personnel.
Best of references. Box 574B, BROADCASTING.
Engineer, 7 years experience am and fm, trans-
mitter, studio operation, remotes, remote con-
trol, maintenance, construction. Sober, will re-
locate. Box 735B, BROADCASTING.
Seek permanent position as chief engineer. 15
years experience in all phases of 50 kw radio.
1st phone license. Sober, married, family. Box
777B, BROADCASTING.
Chief engineer-announcer south or southwest.
Box 814B, BROADCASTING.
1st phone former chief. College plus night school.
6 years experience radio and television con-
struction and operation, stable not a drifter.
Permanent only. Box 818B, BROADCASTING.
Engineer first class license, eight years experi-
ence broadcast work, desires job as chief engi-
neer, no announcing. Location north or South
Carolina. Box 824B, BROADCASTING.
1st phone am, tv studio, xmitter experience.
Family man. Prefer NE, but would consider
elsewhere. Box 834B, BROADCASTING.
Young man desires combination work or straight
engineering, radio or tv. Have 1st phone. Married,
definitely sober, and dependable. Box 837B,
BROADCASTING.
Polished metropolitan announcer. Excellent
newscaster. First phone. Box 839B, BROAD-
CASTING.
1st phone. 7 years experience am-tv. Control
room, xmtr. Box 840B, BROADCASTING.
1st phone engineer, ready to travel. Have train-
ing, want experience. Adelard J. Michaud, 1555
N. Bronson Ave., Los Angeles, Calif.
Production-Programming, Others
Program director, but only if position carries full
responsibility of that department. 14 years ex-
perience, 30 years old, married, sober. Fully
qualified to handle all departments of a smooth
competitive operation. Civic minded. Box 791B,
BROADCASTING.
Gal Friday for busy station. Experienced traffic
manager, public relations, programming; also
compose singing station promos, jingles, etc.
Box 811B, BROADCASTING.
The BIG MONEY goes to
F. C. C. LICENSED MEN!
F.C.C. License — the Key to Better Jobs
An FCC commercial (not amateur) li-
cense is your ticket to higher pay and
more interesting employment. This license
is Federal Government evidence of your
qualification. Employers are eager to hire
licensed technicians.
Grantham Training Does the Job
Grantham School of Electronics special-
izes in preparing students to pass FCC
examinations. We train you quickly and
well. All courses begin with basic funda-
mentals— NO previous training required.
Beginners get 1st class license in 12 weeks.
Learn by Mail or in Residence
You can train either by correspondence
or in residence at either division of Grant-
ham School of Electronics — Hollywood,
Calif., or Washington, D. C. Our free book-
let gives details of both types of courses.
Send for your free copy today.
MAIL TO SCHOOL NEAREST YOU.
^Grantham Schools, Desk 14-E ^
111 llth Strut N.W. AQ 1505 N. Western Av*.
Washington I, 0. C. Ul\ HollywMd 27. Calif.
Please send me Four free booklet, telling bow I can
get my commercial FCO license quickly. I understand
there Is no obligation and no salesman will call.
Name
Address
CWj Bute
I am interested in:
CD Home Study, O Resident Classes
Page 106 • November 4, 1957
BroadcastinC
RADIO
TELEVISION
FOR SALE — (Cont'd)
Situations Wanted — (Cont'd)
Production-Programming, Others
News editor. Ten years all phases. Currently
with California fifty kw. Prefer far west. Box
816B, BROADCASTING.
Continuity director. Woman. 9 years radio-tv
experience. Versatile. Efficient. Available im-
mediately. Excellent references. Box 845B,
BROADCASTING.
Jim Dale, 15 years WIND, Chicago, 18 radio, on-
off air, seeking programming, sales, radio-tv.
Finest references. 36, married, family. Com-
municate: 532 Ferdinand, Forest Park, 111.
TELEVISION
HELP WANTED
Announcers
Commercial announcer: Excellent opportunity
for man with tv camera experience and proven
ability to deliver commercials effectively. Send
complete resume to Box 815B, BROADCASTING.
Excellent opportunity for experienced tv-an-
nouncer at gulf coast CBS station. Box 842B,
BROADCASTING.
Two experienced announcers with control room
experience for top regional am and full power
vhf-tv. Minimum of two years experience re-
quired. Send full information, audio tape
labeled, with return postage, and recent picture,
to Merritt Milligan, KHQA-TV, WCU Building,
Quincy, Illinois.
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B. BROADCASTING.
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
Full power, with over 300,000 sets, NBC-TV sta-
tion desires tv studio supervisor. Central U. S.
Must be strong on maintenance and economical
operation. Excellent working conditions. Possi-
bility of advancement to assistant chief. Send
full info to Box 784B, BROADCASTING.
TV film editor for large eastern market. Prefer
single person with major interest in film work.
Box 844B, BROADCASTING.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee,
Wisconsin.
Production-Programming, Others
Midwest's most progressive television operation,
expanding facilities, looking for outstanding
production man who also has experience as
talent. Also male personality who's first and last
name is versatility. Only mature, sober people
interested in giving their all in exchange for an
unlimited future need apply. Send picture, refer-
ences and full details first reply. Box 732B,
BROADCASTING.
Situations Wanted — ( Cont'd)
Equipment
Technical
Keep your station on the air day and night!
Two first class engineers will travel anywhere as
a team. Board operating, heavy maintenance,
installation. Box 790B, BROADCASTING.
Production-Programming, Others
News director. Now employed. Wants stepup to
larger operation. Ten years, all phases of news-
gathering. No drifter. Box 776B, BROADCAST-
ING.
Talented, imaginative director-announcer-air
personality seeks new opportunity. 4 years tv,
all phases. Top weathercaster, children's person-
ality, cartoonist. Solid programming-production
background. Box 792B, BROADCASTING.
Producer-director-writer. Currently in New
York tv film. Formerly with major market east-
ern station in live production. Northwestern
University graduate. Available now. Details fur-
nished. Box 833B, BROADCASTING.
News^public affairs director. With top network
13 years. Available first of year. Thirty-five years
old. Searching for top station in Los Angeles
area anxious to improve news ratings and win
awards. Write Box 836B, BROADCASTING.
FOR SALE
Stations
All, majority, or minority interest in good, estab-
lished, progressive independent operation in
southeast. Only experienced, capable, and finan-
cially responsible individual or firm will be con-
sidered. Box 756B, BROADCASTING.
Alabama single station market, new plant, $35,000
total, half on terms. Paul H. Chapman Company,
84 Peachtree, Alabama.
California fulltime kilowatt! $200,000.00. $60,000.00
down. Wilt Gunzendorfer and Associates, 8630
W. Olympic, Los Angeles.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
UHF equipment, used, 1 kw GE transmitter, GE
TY-24-B helical 4-bay antenna and all studio and
transmitter equipment necessary for live, film
and network operation. Very reasonable Box
946A, BROADCASTING.
Chicago transformer. Single phase. 115 and 220
volt primary. 54 volt ampere rating. Secondary
1200 watt test. Secondary voltages 3000, 3150,
3300 at 1.5 amps. Used as is. Make offer. Freight
collect. Box 795B, BROADCASTING.
Ampex 350 tape recorder. Dual track. 7y2 and
15 i p s. Enclosed rack mount. One year old.
$975.00. Box 803B, BROADCASTING.
Co-axial cable 1%" Teflon, Andrew type 551,
brand new, in original shipping crates. 1,500
feet, sell all or part. Make offer. Pete Onnigian,
KBET-TV, Sacramento, Calif.
For sale: 38 Pc Prodelin 635-100R 3y8" 50 ohm
Telflon transmission line. 38 Pc. Prodelin 835-302R
50 ohm anchor insulator. 30 RCA Ml 19113-33 long
non-insulated Z\k" coax spring hanger. All items
used less than 60 days. Priced well below new
cost. C. E. Wallace, WANE-TV, Fort Wayne,
Indiana.
For sale. Miscellaneous broadcasting equipment.
For complete list write WEAV, Plattsburgh, N. Y.
Mobile broadcast studio. Converted air line bus.
With or without equipment. Range 20 miles.
Money maker. WEOK, Poughkeepsie, N. Y.
For sale, two Fairchild 524AI transcription tables,
in good condition. Reasonable. WHRV, Box 608,
Ann Arbor, Michigan.
Gates yard console. One year old. New condi-
tion. Expanding operations make sale necessary.
Price $750.00. Wire or phone WPDQ, Jackson-
ville, Florida.
1 — fm model #506B-2-Western Electric transmit-
ter 88-108 mc— 10 kw. 1 — Monitor 335 B — Hewlett
Packard. 1— freq. monitor— B.C. 221— A.L. 6 sec-
tions of coax 6" x 20' long. 1 — elbow 6". 1 — Blower
system (using Universal Blower) B.E. 25 motor
V2 hp— 1750 RPM either 110 at 3.5 amps or 220 at
2 amps. 1 Ply on antenna. WTPS, Lee Circle, New
Orleans.
Commercial crystals and new or replacement
crystals for RCA, Gates, W.E. and Bliley holders;
regrinding, repair, etc. Also A. M. Monitor serv-
ice. Nationwide unsolicited testimonials praise
our products and service! Send for catalog.
Eidson Electronic Co., PR 3-3901, Temple, Texas.
Ampex playpack unit 450B as new, two months
use only, $375 for quick sale. F. Latham, Box
2141, Corpus Christi, Texas.
WANTED TO BUY
Stations
Experienced operator with successful record
would like lease-option agreement radio station
in small or medium size market eastern states
only. Box 779B, BROADCASTING.
Experienced radio executives want to least sta-
tion— option to buy. Major market, never mind
profits, just have good signal and potential. Box
780B, BROADCASTING.
Radio executive will invest $2,000 in small mid-
west or southwest station. Now stockholder-
general manager 1000 watt daytimer. 25 years
background radio-newspaper management. Ex-
cellent references. Box 808B, BROADCASTING.
Stations wanted! New Mexico, Texas, Colorado,
Oklahoma, Louisiana, Kansas, Arkansas, Mis-
souri. Private service. Ralph J. Erwin. Broker.
The Tuloma Building, Tulsa.
Equipment
Wanted — 1 kw fm and monitor. Box 570B,
BROADCASTING.
TELEVISION
Situations Wanted
Management
Assistant manager successful am-tv set-up wants
to manage am-tv operation or tv station. 13
years experience. Box 799B, BROADCASTING.
Sales
Sales manager, local and regional. 39 years old.
5 years self-employed. IV2 years selling printed
space. 4 years selling television in highly com-
petitive two station market. Wrote more than
. $100,000.00 in local sales last year. Particulars on
request. Box 448B, BROADCASTING.
Announcers
Seeking job as staff announcer radio-tv. Thor-
oughly trained. Live commercial experience.
Pleasing voice, personality. Tape available. Box
369B, BROADCASTING.
PAY-TV OPPORTUNITY
Television station in prosperous and growing city of
210,000 population. Ideal opportunity for early en-
try into prosperous Pay-TV. Includes 60,000 square
feet of valuable land well located, 5,260 square feet
tile and cement block building fully equipped and air
conditioned, 450 foot tower, RCA transmitter and
Channel 17 radiator. Will sell for less than replace-
ment cost on favorable terms.
Box 820B, BROADCASTING
Broadcasting
November 4, 1957
Page 107
WANTED TO BUY— (Cont'd)
Equipment
Wanted — Used RCA TVM-1A microwave, used
RCA TK-31A camera. New or used fm transmit-
ter, antenna, co-ax, fm frequency and modulation
monitors. Box 705B, BROADCASTING.
Wanted, 10 kw am transmitter and accessories
including monitors and studio equipment. Box
841B, BROADCASTING.
RF bridge, give type, price, condition. Box 847B,
BROADCASTING.
FM exciter panel removed from transmitter con-
verted to multiplex. KCMS, Manitou Springs,
Colorado.
Wanted: Used field strength meter, limiter, and
audio distortion anylizer. KIYI, Shelby, Montana.
Used television remote equipment. Contact
Chief Engineer, WTVH, 234 North Madison Ave.,
Peoria, Illinois.
3 or 5 kw fm transmitter, accessories, antenna.
Best price. Quote shipping charges. FM Broad-
casters, Inc., 708 5th Avenue South, Seattle.
Washington.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30, Pa.
RADIO
EMPLOYMENT SERVICE
INSTRUCTION
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W„ Washington. D. C.
RADIO
Help Wanted
Announcers
Sparkling DJ Wanted by Major Pacific
Northwest Station.
Lively, enthusiastic, witty type
to enhance tight production
format, short meaningful talk.
Assignment above scale in top-
rated time period. Rush tape,
letter, photo to
Box 788B, BROADCASTING
Help Wanted— (Cont'd)
Announcers
Wonderful deal for top flite
popular music DJ. Must be crea-
tive and accustomed to leading
the pack. Large midwest region-
al station, excellent market. Air
mail DJ tape plus commercials,
resume and picture. Salary open.
Unless you're top don't apply.
Box 838B, BROADCASTING
TELEVISION
Help Wanted
The management of WGLV-TV high-
ly recommends the following experi-
enced and capable television person-
nel :
Director of Programming-Promo-
tion
2 Television Directors
1 Floor Director-Camera Man
1 First Class Engineer
1 Announcer
1 Talent-All-round Girl Friday
These people are immediately avail-
able due to our suspension of oper-
ations. Write, wire or call General
Manager, WGLV-TV, Easton, Penn-
sylvania for full particulars.
Production-Programming, Others
f=S=i f=t=*i <=*^ {=5=1
|TOP TV BOARD ANNOUNCER|
I WANTED }
I . |
rr Minimum two year radio or TV an-
^ nouncing experience. Station cov- S
^ ers Northwest Washington plus i>
€ major markets, Vancouver- Vic-
£ toria, B. C. Minimum starting sal- J>
| ary $500.00 up. Send tape letter "51
£ to KVOS-TV, Bellingham, Wash- |
£ ington. I
t£=» t=5=> t=£=* t£=> <i£=* t£=» t=S=) t^=> (5=5=)
►
►
►
General or Sales Manager
Southeast
Presently General Manager of small market radio station.
Thoroughly experienced general administration, personnel
management, credit, collection, publicity, promotion, sales
letters, national sales, public speaking.
Have ability to hire, fire and inspire staff salesmen. Love
to sell.
35, college, family, five years present location.
Reason for change: MONEY!
Available in January.
Box 8466, BROADCASTING
i
i
i
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7, D. C.
FOR SALE
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84 Peachtree
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New York
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Page 108 • November 4, 1957
Broadcasting
FOR THE RECORD continued
Inc (WKTL), Kendallville, Ind., continued from
2:00 p.m., Oct. 25 to Nov. 1 at 2:00 p.m., hearing
on its am application.
ACTIONS OF OCTOBER 28
By Commissioner Rosel H. Hyde
Granted petition by K. C. Laurance, Medford,
Ore., for an extension of time to Oct I to
file reply to "Opposition to 'Amendment to Mo-
tion to Enlarge Issues'; Petition to Enlarge Is-
sues," filed by Philip D. Jackson, Weed, Calif., in
proceeding on their am application.
By Chief Hearing Examiner
James D. Cunningham
Ordered that hearing scheduled for Oct. 29 is
continued to Nov. 5 re am application of OK.
Bcstg. Co., Mobile, Ala. .
Ordered that hearing scheduled for Oct. 28 is
continued to Nov. 5 re am application of Philip
D. Jackson, Klamath Falls, Ore.
By Hearing Examiner Herbert Sharfman
Ordered that a prehearing conference will be
held on Nov. 7 re am application of Capitol Bcstg.
Corp. (WCAW), Charleston, W. Va.
BROADCAST ACTIONS
By Broadcast Bureau
Actions of October 25
KPOK Scottsdale, Ariz.— Granted cp to install
old main trans, as an aux. trans, at mam trans,
site
WNDB Daytona Beach, Fla.— Granted cp to
install new trans.
KELA DeRidder, La._Granted cp to install
new trans. ' „
WANE Fort Wayne, Ind.— Granted cp to install
new trans., change studio location, and operate
trans by remote control from studio location.
WPEG Arlington, Fla.— Granted mod. of cp to
change type trans., make changes in ground
system, change studio location and operate trans.
by remote control. , .
Following were granted extensions of com-
pletion dates as shown: WMPT South Williams-
port, Pa., to 12-31, condition; KCRE Crescent
City, Calif., to 11-20; WRMF Titusville, fla., to
21-31, condition; WKAT-FM Miami Beach, Fla.,
to 5-12-58; KBBI Los Angeles, Calif., to 2-1-58.
Actions of October 24
WKYV Loyall, Ky.— Granted request for can-
cellation of cp which authorized new am station;
deletion of call letters.
WAUG-FM Augusta, Ga.— Granted permission
to remain silent until Nov. 15 due to trouble
with fm transmission line and ant. and with
final stage of trans. „
KSAY San Francisco, Calif.— Granted license
for am station. ',. *. * *
WTVS Detroit, Mich. — Granted license for tv
station. „ , , . -
WLEX-TV Lexington, Ky.— Granted mod. o±
cp to change ERP to vis. 91.2 kw, aur. 49 kw,
ant. 630 ft., change type trans, and make changes
in ant. system. . ,
WSB-FM Atlanta, Ga. — Granted mod. of cp
to reduce ERP to 45.5 kw and make change in
ant. system (substitute type of ant.).
WEER Warrenton, Va. — Granted mod. of cp
to change type trans.
Following stations were granted authority
to operate trans, by remote control: WKMI
(aux.) Kalamazoo, Mich., while using nondirec-
tional ant.; WMST Mt. Sterling, Ky.; and change
remote control point of KSDA Redding, Calif.
The following were granted extensions of com-
pletion dates as shown: WSM-TV Nashville,
Tenn., to 5-21-58: WSBR Warwick, R. I., to 2-
15-58" WTIF Tifton, Ga., to 1-1-58, condition;
KUPI Idaho Falls, Idaho, to 12-26; dismissed as
moot mod. of cp for extension by KRTV Walla
Walla, Wash, (cp cancelled and call letters de-
leted 9-19-57).
Actions of Oct. 23
WDZ Decatur, 111.— Granted acquisition of
positive control by Charles C. Caley through
purchase of stock from Frank C. Schroeder, Jr.
KBKC Mission, Kans. — Granted mod. of cp
to make changes in directional ant. pattern,
and change studio location; condition.
WSEE Erie, Pa.— Granted mod. of cp to change
ERP to vis. 1000 kw, aural 500 kw; ant. 940 ft.,
type trans., ant. system and height, other equip-
ment change.
The following were granted extensions of com-
pletion dates as shown: KXAB-TV Aberdeen,
S. D., to 4-15; WRCV-TV (main trans, and ant.)
Philadelphia, Pa., to 1-20-58.
Actions of Oct. 22
WARK Hagerstown, Md. — Granted license
covering installation of new aux. trans, at main
trans, site and to operate by remote control.
KMOP Tucson, Ariz. — Granted license for am
station.
KVOS Bellingham, Wash. — Granted permission
to transmit, by means of an off-the-air pickup,
the television program Ed Sullivan Show, Sun-
days, 8:00 to 9:00 p.m., PST, broadcast in the
United States over KVOS-TV Bellingham, Wash,
to Canadian Television Broadcast Station CBUT
Vancouver, British Columbia, for broadcast in
Canada over CBUT, for period beginning Sept.
29, 1957 and ending 3 a.m., EST, Feb. 1, 1960.
WNIK Arecibo, P. R. — Granted mod. of cp to
make changes in ant. system (increase height)
and change type trans.; conditions.
KAMP El Centro, Calif.— Granted mod. of cp
to change ant. -trans, location.
KUBC Montrose, Colo. — Granted authority to
operate aux. trans, by remote control while
using nondirectional ant.
WJEJ Hagerstown, Md. — Granted authority to
operate trans, by remote control.
Actions of October 21
WTAO Cambridge, Mass. — Granted license to
use old main trans, as an alternate main trans,
at main trans, site and mod. of alternate main
trans, license to operate alternate main trans,
by remote control (fm location).
WAIU-FM Wabash, Ind. — Granted request for
cancellation of license, deletion of call letters.
WSB-FM Atlanta, Ga. — Granted extension of
permission to remain silent for an additional 90
days (Feb. 3, 1958).
WGAU-FM Athens, Ga. — Granted license cov-
ering change of frequency from ch. 273 (102.5
mc) and make changes in ant. system.
KPOL-FM Los Angeles, Calif. — Granted license
for fm station.
WARK-FM Hagerstown, Md. — Granted license
for fm station.
WHVH Henderson, N. C. — Granted assignment
of license to WHVH, Inc.
KUDY Littleton, Colo. — Granted license for
am station.
KSEL Lubbock, Tex. — Granted license covering
mount of fm ant. on the SW tower (no change
in height) ; conditions.
WTAO Cambridge, Mass. — Granted license
covering installation of new type trans, and
operate trans, by remote control (main trans.).
WWSW-FM Pittsburgh, Pa.— Granted cp to
install fm ant. new tv tower, increase ERP to
50 kw, ant. height to 940 ft., and make changes
in ant. system (main trans.), and operate trans,
by remote control.
WNOG Naples, Fla. — Granted cp to make
changes in ant. system (decrease height).
The following were granted extensions of com-
pletion dates as shown: WJDM Panama City,
Fla., to 12-31; WFLB-TV Fayetteville, N. C, to
2-21-58; WTYT Titusville, Fla., to 12-31; KSL-
FM Salt Lake City, Utah, to 5-4-58; WGLI-FM
Babylon, N. Y., to 5-1-58.
Action of October 18
KFBC Cheyenne, Wyo. — Granted authority to
operate trans, by remote control.
Correction to report dated Oct. 22: Facility
for KDIX-TV Dickinson, N. D., should have been
shown as vis. 26.3 kw, and call letters for North-
eastern Bcstg. Co. Inc., Presque Isle, Me., should
have been shown as WABQ.
UPCOMING
November
Nov. 4: Radio-television clinic, U. of Illinois.
Nov. 5-7: life National Conference, Public Rela-
tions Society of America, Waldorf Astoria,
New York City.
Nov. 7-8: NARTB-American Medical Assn. joint
conference on use of radio and tv in health
field, Sheraton-Blackstone Hotel, Chicago.
Nov. 6-9: International convention. Radio Tele-
vision News Directors Assn., Balmoral Hotel,
Miami Beach. Fla.
Nov. 11-15: Annual convention, National Electri-
cal Manufacturers Assn., Traymore Hotel, At-
lantic City, N. J.
Nov. 13-15: First annual exhibition, Industrial
Audio-Visual Assn., New York Trade Center.
Nov. 13-16: 48th Convention, Sigma Delta Chi,
Shamrock Hotel, Houston.
Nov. 14: Third annual conference. Advertising
Research Foundation, Hotel Plaza, New York.
Nov. 15-16: New England radio-electronics meet-
ing, by IRE, Mechanics Hall, Boston.
Nov. 15-16: Sixth annual National Disc Jockey
Festival, country music, WSM Nashville, Tenn.
Nov. 16: UP Broadcasters Assn. of Connecticut,
bi-monthly meeting, WNBC-WKNB studios,
West Hartford.
Nov. 16: UP Broadcasters of Pennsylvania,
Holiday Motor Hotel, Mechanicsburg.
Nov. 17-20: Tenth Annual Conference, Public Re-
lations Society of America, Hotel Sheraton,
Philadelphia.
Nov. 19-20: American Assn. of Advertising Agen-
cies, eastern region, Roosevelt Hotel, New
York.
Nov. 22: Television Bureau of Advertising, mem-
bership meeting, Sheraton Hotel, Chicago.
Nov. 22: American Assn. of Advertising Agencies,
east central region, Detroit.
December
Dec. 18: "Resurgent New England," state broad-
caster groups organization meeting, Vendome
Hotel. Boston.
I ONE OF THE
FIRST 100 MARKE"
V
RADIO & TELEVISION
COMING!
Greatly Expanded TV
Coverage from a New
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REPRESENTED BY AVERY-KNODEL. INC.
ALL-AMERICAN VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
Only ONE is atop the
Continental Divide
Serving both the Atlantic and
Pacific Sides of America
KXLF-TV4 -:- Montana
Butte
Eost— The Walker Co.
West — Pacific Northwest Broadcasters
Broadcasting
November 4, 1957 • Page 109
INTERNATIONAL
KEEPING TRACK
CKNW New Westminster, B.C., has
added four bloodhounds and a pro-
fessional trainer to its staff as a new
public service feature. Former New
York state police trooper Woodford
C. Cushman is now a staff member
and will look after the four blood-
hounds, which will help in locating
lost hunters and children and perform
similar services. Bill Hughes, CKNW
manager, points out that hunters as
well as children frequently are lost in
the forest areas near Westminster, a
suburb of Vancouver.
Canadians Hear Need
For Better Programs
The need for better programming on radio
and television to increase sets-in-use featured
a number of sessions at the seventh annual
convention of the Central Canada Broad-
casters Assn. (CCBA), held at the King
Edward Hotel, Toronto, Oct. 20-22.
Sales, programming and research dis-
cussions and success reports from advertisers
were heard by the 175 broadcasters, station
representatives, advertisers and advertising
agency executives attending the meeting, at
which Baxter Ricard, CHNO Sudbury, Ont.,
presided.
At the closed business session Oct. 22
morning, Alan Waters, CHUM Toronto, was
elected CCBA president, and Doug Trowell,
CFPL London, Ont., first vice president;
Terry French, CKLC Kingston, Ont., second
vice president; Mary Burgoyne, CKTB St.
Catherines, Ont., secretary, and Don Lawrie,
CHEX-TV Peterborough, Ont., treasurer.
Television directors elected were Conrad
Lavigne, CFCL-TV Timmins, Ont., and
Cam Ritchie, CKLW-TV Windsor-Detroit.
Elected to represent CCBA on the na-
tional Canadian Assn. of Radio & Television
Broadcasters for two-year terms were Bill
Hawkins, CFOS Owen Sound, Ont.; Murray
Brown, CFPL-AM-TV London, Ont., and
Ralph Snelgrove, CKBB and CKVR-TV
Barrie, Ont. Arthur Dupont, CJAD Mon-
treal, was elected to fill the remaining year
of Jack Davidson, CJKL Kirkland Lake.
One Call
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MacTon Turntable for
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Ont., who has moved to CKY Winnipeg,
Man.
Next year's meeting is to be held about
the same time at Ste. Marguerite, Que.
Canadian broadcasters "have scuttled
their own organization," Don Jamieson,
CJON-AM-TV St John's, Nfld., pointedly
told the Ontario broadcasters at the opening
session. He referred to differing opinions
presented to last year's Royal Commission
on Broadcasting at which CARTB presented
the industry view and individual CARTB
member stations presented opposite or dif-
fering views.
Mr. Jamieson told the broadcasters they
should not be carbon copies of each other
in programming; that there should be more
originality in programming, including syndi-
cation of good Canadian talent developed
by independent stations; that broadcasters
should support one rating service rather than
many to give authority to at least one serv-
ice; that broadcasters must get programming
back into their own hands, instead of leaving
it in the hands of advertisers and agencies.
Separate sessions were held Oct. 21 by
radio and television station groups, with
sales, promotion, programming and person-
nel problems discussed by individual station
men, followed by question-and-answer
periods. Research, film developments and
advertiser reactions also were on the tv
station group agenda. Various local and
national sales promotion plans were out-
lined, special live shows described, and
various incentive sales personnel plans dis-
cussed.
At the Oct. 22 closed session, T. J.
Allard. CARTB executive vice president,
outlined what the CARTB has done for
broadcasters since its inception in 1926 as
the Canadian Assn. of Broadcasters.
On Oct. 22 four advertising managers of
national advertisers told why they use radio
and television and what these media have
meant for them in sales. Illustrative was a
talk by A. M. Lawrence, advertising man-
ager of Nestle Canada Ltd., Toronto, who
reported greatly increased sales of the com-
pany's various products as the use of tv was
boosted from 1% of the total advertising
budget in 1954 to 63% in 1957. While other
media amounts dropped, radio's share
dropped onlv from 19% in 1954 to 17% in
1957.
Other advertisers who spoke during the
convention were Ken Farthing, advertising
manager of Canadian Westinghouse Ltd..
Hamilton, Ont.; R. P. Beadon, director of
advertising, Procter & Gamble Co. of
Canada Ltd., Toronto; T. B. Humphrey,
advertising manager of General Mills
(Canada) Ltd., Toronto; and George A.
Meen, advertising manager of Christie
Brown & Co. Ltd. and Christie's Bread
Ltd., Toronto.
Johnson Heads Agency Group
Elton Johnson, president of Locke, John-
son & Co.. Toronto, Ont., was elected presi-
dent for 1957-58 of the Canadian Assn.
of Advertising Agencies at the annual meet-
ing Oct. 18 at Ste. Adele, Que. He succeeds
E. V. Rechnitzer of MacLaren Adv. Co.,
Toronto. Vice presidents elected were D.
E. Longmore, McKim Adv. Ltd., Toronto,
and Palmer Hayhurst, F. H. Hayhurst Co.,
Toronto. W. H. Reid, Spitzer & Mills Ltd.,
Toronto, was elected secretary-treasurer.
CBC Voted Additional Funds
Canadian Broadcasting Corp. was voted
$8.1 million to take care of a deficit in the
current year at the first session of the new
Canadian Parliament. In the supplementary
estimates announced by Finance Minister
Donald Fleming, this amount was allocated
to the CBC. This new sum makes a total of
$43.35 million for the CBC out of the
public treasury so far this fiscal year, which
ends next April 30.
for all You Need in
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JACK A. FROST
Dept. BT
234 Piquette Ave., Detroit 2, Mich.
Canadian Office:
41 Kipling Ave., South, Toronto, Ontario
Page 110 • November 4, 1957
Broadcasting
HUMAN "checkers" were used in what
CKNW New Westminster, B. C, termed
the "World's Largest Checker Game,"
which was staged by the station and
Bowell-McLean Motor Car Co. The idea
behind the promotion was to introduce
B-M's new "Cadillac Square," a 50-by-
50-foot square to be used for displaying
"near-new Cadillacs." The moves of 24
"live" checkers, girls dressed in red and
black bathing suits (see above), were di-
rected from a mechanical giraffe located
30 feet above the board. When a checker
reached the opposite end of the board,
she was crowned and presented with a
special prize.
Bermuda to Get Commercial Tv
In January, ZBM-TV Announces
Bermuda's first commercial television sta-
tion, ZBM-TV Hamilton, will go on the
air early in January, telecasting each eve-
ning from 6-11 p.m., it has announced.
ZBM-TV estimates 70% of its program-
ming will come from ABC, CBS and NBC
in the U. S., Rediffusion Ltd. and BBC
in London and the CBC. The balance will
be local news and features, live and on film.
The new station will work out of Radio
Bermuda headquarters, where a third story
has been added to accommodate ZBM-TV.
The U. S. Armed Forces' ZBK-TV Kind-
ley Field (on 211.25 mc video) has an-
nounced it will confine programming to
afternoon hours when ZBM-TV goes on
the air. A Kindley spokesmen cited a U. S.
Dept. of Defense policy against competing
with commercial stations.
Bermuda News Bureau lists 5,000 tv
sets for a population of 41,000 in the Brit-
ish colony.
BAB Studying Tv Viewing Data
A comprehensive research program has
been started by Broadcast Advertising Bu-
reau, Toronto, Ont., to obtain data on tel-
evision viewing for promotion of the -use
and sale of television as an advertising me-
dium. Karl Steeves, recently appointed tv
director of BAB, a division of the Canadian
Assn. of Radio & Television Broadcasters,
plans five market studies to find out audience
composition, time spent on viewing and
audience for various types of tv advertising.
The material obtained in these studies will
be circulated among advertising agencies
and advertisers to enable them to evaluate
the tv medium's effectiveness.
Broadcasting
ABROAD IN BRIEF
VATICAN VOICE: Pope Pius XII last Mon-
day dedicated the Vatican's powerful new
radio station at Santa Maria de Galeria,
35 miles from papal headquarters. Speaking
in Latin on the station's inaugural broad-
cast, the Pope called for the dedication
of modern inventions to spread the Chris-
tian gospel. The new facility operates
both on medium and shortwave with 120
kw power on each band, broadcasting 24
hours a day in 28 languages. It replaces the
old Vatican station which had been on the
air since 1931.
SETS AND CYPRIOTS: Soon after Great
Britain's governor of Cyprus inaugurated
television service on the island last month,
the National Organization for Cyprus Libera-
tion urged citizens to boycott it by not
buying sets. Leaflets distributed by the
group, which is working for British expul-
sion from Cyprus, tell potential viewers
that the English tv service is a propaganda
outlet.
SWEDES TO FEED FILM: Plans are reported
underway to provide European and Ameri-
can tv stations with film coverage of next
season's world athletic events in Stockholm.
These include playoffs for the World Cup
in soccer, beginning in the spring of 1958,
and European track and field championship
events in the summer. Nearly 60 separate
film stories of separate events will be pro-
vided.
It's Now Stovin-Byles Ltd.
Stovin-Byles Ltd. is new name of Horace
N. Stovin & Co. Ltd., radio and television
station representative firm of Toronto, Ont.,
with branches at Montreal, Que., Winnipeg,
Man., and Vancouver, B. C. Mr. Stovin
has been named chairman of the board of
the firm and W. D. Byles, who joined
the company in 1956 from radio-tv director
of Young & Rubicam Ltd., Toronto, has
been named president. Mrs. Brickee Stovin
is vice president. The firm is Canadian rep-
resentative for 22 Canadian, West Indian
and Cuban radio stations and nine Canadian,
United States, West Indian and Cuban tv
stations.
CBC Sets Political Broadcasts
A series of 15 political broadcasts on
both the English and French-language radio
and television networks of CBC were begun
last Monday. Prime Minister John Diefen-
baker opened the series on English-language
tv stations Oct: 28 and will open on radio
stations Nov. 8. The political broadcasts
are on a sustaining basis and will be divided
among the four political parties having
representatives in the Canadian Parliament.
Five broadcasts are allotted to each of the
Progressive-Conservative and Liberal parties,
three to the Cooperative Commonwealth
Federation (socialist) and two to the Social
Credit Party. The series will be aired under
the title of The Nation's Business.
WGR-TV
A B C AFFILIATE CHANNEL 2
TR ANSCONTI NENT TELEVISION CORPORATION
Peters, Griffin, Woodward, Inc.
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November 4, 1957
Page 111
THE PACKAGE IS THE BACKBONE
OF YOUR TV COMMERCIAL
Proper product design and presentation gives added mile-
age to the tv advertiser's dollar, says Jim Nash, president,
Jim Nash Assoc., New York, who also makes particular
note of the requirements for color. A designer of world
famous trademarks, Mr. Nash is often referred to as "The
Man in Every Woman's Kitchen" because more than $4 billion
worth of food products are sold annually in packages he has
designed. Jn addition to those he mentions herewith, Mr. Nash
is responsible for the CS Rooster of Colonial Stores, the Little
Yellow Dog for Ken-L dog food products, the MC for
McCormick's line of spices and extracts, and a long list of
other familiar trademarks.
A package does not have to be especially
designed for color television. In reality,
television's demands on a package are no
more severe than today's self-service selling.
The use of color tv as a merchandising
tool by advertisers will, of course, force
some of the poorly-designed packages to
undergo drastic changes. Such packages
eventually would have to be redesigned any-
how, or lose market status. Color tv only
accelerates the necessity.
Tv is no different from any other adver-
tising medium in individual reproduction
problems. For instance, where there is a
photography problem involving faithful re-
production of a color, it is up to the tv
producer and his staff of artists to touch
up the package used before the cameras.
Color tv artists can retouch the package
in the same way that they make up live tv
actors. Similar problems of photographic
reproduction existed with black-and-white
television. But over the years technicians
learned how to overcome these limitations.
When a package is featured in a color
commercial, the background is of utmost
importance. The background should be
simple and should complement the package,
not detract from it. A plain background
will, of course, project the package toward
the viewer.
A well-designed package must have cer-
tain basic design elements:
(1) Outstanding brand identification or
dominating trademark symbol. In other
words, some means of tying-in all forms
of advertising to the package on the shelf.
(2) A clear, concise display of the product
name, or what is in the package.
(3) Proper arrangement of design ele-
ments on the package so the story is told
quickly and without conflict.
(4) Psychological appeal. It is the total
overall effect of your package that creates
its personality and produces a sale in the
eight-second average selection period a
consumer has in the store.
If a package contains these essentials of
good design, it can be successfully used for
all merchandising, advertising or promotion
campaigns and will be equally effective on
tv. The major function of the package on tv
is to register a product image as a visual
impression on the prospective customer.
This image must carry over from the tv
commercial to the store shelf.
Such great strides have been made in
color tv technical know-how recently that
a well-designed package with good color
combination and prominent product iden-
tity should require only minimum last min-
ute make-up, such as elimination of small
type, etc.
Like newspapers and magazines, televi-
sion is a pre-selling medium. It pre-condi-
tions the customer. A customer can't reach
out and buy a box of pancake flour or dog
food from her tv screen. She must go out
and find the package on the shelf, pay for
it and carry it home. In other words, goods
are still sold on the store shelf and should
be packaged for the store shelf.
Tv has made advertisers more aware
of the value of a dominating trademark
which ties in all advertising with the pack-
age on the shelf. Tv points up this con-
tention when you remember that the manu-
facturer has only a few seconds to focus
the customer's attention on his package to
sell her. Anything that interferes with quick
brand identification retards the sales value
SOME NASH FACELIFTING: A QUAKER, BOTTLE AND OWL
QUAKER OATS: The busy leaf pattern ORANGE CRUSH: The RED OWL: The symbol on package (right)
is gone from the old carton (left) and the new look (right) has dis- ties in better with the Red Owl chain of
necessary elements to stress the "Quaker" tinctive design, fits more stores and conveys a "family of products"
association are enlarged. comfortably in hand. feeling to consumer.
Page 112 • November 4, 1957
Broadcasting
of the package. Simple, distinctive brand
identification is a prime necessity.
For example, we created a distinctive,
stylized owl head trademark for the Red Owl
chain of stores in Minneapolis. It has been
used to identify all their stores, private
brand products, delivery trucks, etc. The
Red Owl trademark has been the means
of creating e family feeling among employes,
as well as a family of products in the mind
of the consumer.
Arresting accents of a package design
rivet the customer's eye on one brand among
all others on store shelves. Package design
accents can be one of the means of iden-
t i f y i n g a
package on
tv which can
|AfcMJ he carried
Tfigth EE H over to the
shelf. This
can be ac-
complished
by striking
color combi-
nations, pat-
terns, style of
lettering, or by a combination of all these
elements.
The familiar Indian Head on Rath Black
Hawk products is the focal point in all the
company's advertising and on all its pack-
ages. As Rath extends its line of frozen
meats, smoked, vacuum packed and canned
meats, the Indian Head symbol provides the
needed quick identification and memory
value. With tv costs mounting, you get
more value for each advertising dollar spent
when the image on the screen is tied closer
to the package on the shelf. The addition of
color has made tv a stronger pre-selling
medium.
These fundamental principles of good
package design are not restricted to any one
field or any one industry. They are universal.
To cite another of our recent design pro-
grams, the Snowdrift vegetable shortening
container points up how research techniques
and creative ability were combined to de-
velop a pack-
age which
captured the
c u stomer's
interest and
spending
power. The
S n o w d r ift
s h o rtening
package now
has an eye-
catching
trademark. It
is a soft, real-
istic swirl of
shortening on a wooden cooking spoon. The
creamy whiteness of the shortening is em-
phasized by the cypress green background
color. This dramatic color is new in the
shortening package field and helps to make
the Snowdrift package stand out on the store
shelf. And the cypress green should be
equally effective on color tv. The Snowdrift
logotype is "split level" on the package for
easy readability.
Snowdrift embarked on an extensive cam-
BROADC ASTING
paign to launch the new package and to
introduce the product into tv territories.
Billboards, magazine ads and tv were used,
all featuring the package prominently. The
dramatic color and snowflake accents of the
package design were used for in-store dis-
plays, fashion tie-ins, etc. Less than two
months after introducing the new package
in all tv markets, Snowdrift had achieved
75% distribution. What better proof is there
that a package properly designed to sell
itself on the store shelf is also a successful
package for both black-and-white and
color tv?
Once a package has the essential design
elements that are equally good on the shelf
and tv, other features, such as merchandis-
ing offers or premiums, can be added to pro-
vide viewers with a change of pace without
losing the tie-up between the tv screen and
the store shelf.
The Quaker Man trademark of the
Quaker Oats Co. also exemplifies the basic
design elements of strength, simplicity and
emphasis that make it a good package for
tv and all forms of advertising. Once seen
in a tv commercial, the package is remem-
bered by the viewer when she moves up
and down the aisles with her shopping cart.
When we redesigned the trademark, which
used to be a full figure in a square frame
with a busy leaf pattern decoration, we
pointed out that the only necessary ele-
ments that said "Quaker" to the average
person were the hat, hair-do and stock.
Modernizing and simplifying the familiar
symbol enabled us to enlarge the symbol for
quicker and more forceful identification in
the same space, and also made the package
appear larger. The simplified symbol is more
dramatic, regardless of the size in which it is
reproduced. This change caused no loss of
consumer franchise.
The new-design Orange Crush bottle has
been upping sales by as much as 10 and 20
times the former volume in the U. S. test
markets. The bottle design is a new concept
and departs entirely from its old shape to
achieve a distinctive appearance and com-
fortable feeling in the hand. It was im-
portant, to be sure, that this new bottle
would work on the existing machinery.
Therefore, we made a study of the cleaning
and filling equipment currently in use to
be sure the new design would be practical.
In addition to being a strong merchandising
tool, the new bottle is rugged for constant
re-use and economical for a product selling
at a low retail price. The distinctive shape
of this bottle can be recognized on the tv
screen, even if the reproduction is poor.
To get full value out of tv expenditures,
it behooves a manufacturer to be sure that
his package will reproduce well in color or
in black and white. Tv reception varies in
different localities. Therefore, the package
should have some strong birthmark that
will identify it even when reception is poor.
Two good examples of the kind of
sharpening up that can be done to make
packages reproduce well on tv are Lipton
Tea and Lipton Soup Mixes. Lipton uses tv
extensively. Lipton's management realized
their packages must register on the tv screen
if the advertising dollars were to produce
good results.
Studies were conducted. These, plus ex-
perience and observation, showed that the
basic design elements of the Lipton Tea
package could be retained. They were
strong and simple and enjoyed wide con-
sumer recognition. Therefore, simplification
and strong emphasis on primary elements
were the ma-
jor aims of
the new tea
packages.
The illustra-
tion of Sir
Thomas Lip-
t o n was
changed
from an old-
f a s hioned,
detailed, lit-
eral line
drawing to a
p oster-like
representa-
tion. In this
change the illustration became a definite,
quickpaced trademark. Lettering style of
the name Lipton was improved. The letters
were shortened, broadened and given a
third-dimensional effect by the use of a
black shadow behind. The color scheme
remained the same, but color was used in
a manner that strengthened the over-all
pattern. The new poster-like package is
highly photographic, and has the memory
value necessary to carry over from a tv
screen to the shopping cart.
The design approach to the Lipton Soup
Mix packages was quite different. Here the
aim was to create a brand new, clean,
bright inviting appearance. On the new
packages color steps up the attention value,
but even in black and white tv the basic
elements come through strongly and sharp-
ly. On the white background of the soup
carton there
I „ — „ , — is centered a
bull's eye that
carries in
large letters
the name of
the particu-
lar kind of
soup. The
name Lipton
occupies the
full width of
the package
1 at the top.
"*""-■• '"' The same
basic design
is carried
over to individual laminated foil packets in-
side the carton. The simplicity of design on
these soup packages makes for top memory
value, for stronger shelf identity and tv
pre-sell recognition.
These are but a few examples from the
many case histories which prove the neces-
sity of having a well designed package — a
design that enables all advertising effort to
be identified with it at the point of sale.
November 4, 1957 • Page 113
fftOKS !« 7 MWU7H
on
OPINION
ASCAP SHOULD OPEN ITS DOORS'
Alan Bell, president of Bell Produc-
tions Inc., New York programming
firm, says the public prescribes music
tastes, that ASCAP charges against
BMI are without basis. Here are some
of his thoughts:
If the effect of more BMI music being
aired is annoying to ASCAP, then it should
take inventory, do a little house cleaning,
open its doors to more writers and publish-
ers, and encourage more creative activity
within its fold.
It takes the wildest kind of imagination
to believe that the cause of this effect is a
monopolistic control of radio and tv sta-
tions, especially in the light of the fact that
no writer, publisher, record company or art-
ist has been able to "sell" music by forcing
it into public ears. The public has, and
always will, dictate what it wants to hear.
For far too many years ASCAP domi-
nated the music world unopposed. Its inde-
pendence and monopolistic attitude created
BMI. It had to happen when ASCAP pulled
the rug from under the radio stations. BMI
came, saw and conquered. Its track record
of open-door policies to writers and pub-
lishers, clinics, scholarships and educational
services point to progress.
The likes and dislikes of the public are
as changeable as the weather. The rhythm
and blues and rock 'n' roll tunes, which come
mainly from BMI publishers, reflect not only
a present day fad but the ability of these
same publishers to supply the demand for
these kinds of numbers. By the same token,
a rebirth of all the great show tunes under
the ASCAP banner could be another fad.
Then imagine the folly of BMI writers
trying to sue ASCAP for this "monopoly."
When ASCAP writers had unrestricted
use of the airways they produced a suf-
ficient number of "dog" tunes to realize
that prediction of public taste defies any
formula. The reason for a song's success
is based upon a number of complex situa-
tions and factors unavailable for analysis.
Many artist and repertoire men have
been hired for their abilities to predict hits.
But in the final analysis they played the
field and depended on the law of averages.
Most important, ownership of a station or
stations has no bearing on the musical
tastes of the public. The majority of the
disc jockeys feel a moral obligation to their
public and will not be forced into playing
music the people don't want. No station
would retain an ASCAP license if it were
not its intention to utilize the service. If
ASCAP held the controlling interests in a
majority of radio stations, it would not be
able to expose any more of its music or of
BMI's. The balance of the power remains
in the hands of the listening audience.
%mm P LAY B AC K
QUOTES WORTH REPEATING
■:.>:■:;>:::■:■:■:.:•:-:•
VfyVmtf: W:Wy
wMmmmmmmmmmmmm
| 'FEAR OF A SPONSOR'S FIAT'
|! Television entertainment (as distin-
guished from news coverage) has yielded
|§ to advertiser pressure and dares not
alienate even the smallest segment of its
audience by presenting controversial is-
sues or subjects in its programs, accord-
ing to Leo Rosten, editorial adviser for
|g Look magazine and author (under a pen
II name) of The Education of H*Y*-
| M*A*N K*A*P*L*A*N. Writing in
the October Harper s, he said:
|! I had always known that tv producers
|| are indentured to sponsors, who wield
|| (I am told) a fat and final club. But it is
|| precisely that misalliance of purposes
|| which interests me. For it seems self-
|| evident that to strain the milk of life
§| through the cheesecloth of advertising
must curdle creativity and — more omi-
|| nous — contaminate truth. We should
H know by now that when soap makers
commission operas they get a form of
|| garbage called soap-opera.
. . . Overlords will learn, someday, what
H the movies already are learning: that
|| there is a much larger audience for
|| stories which depart from banality than
|| timid and (in the true sense) irresponsible
|| producers had assumed.
Meanwhile, I feel sorry for television's
|| proletariat, who live in fear of a sponsor's
|| fiat and have to work between the inter-
ll stices of an advertiser's rulings. And I
§j have the deepest sympathy for sponsors,
|§ who live in terror of a few protests from
II Yahoos and self-appointed patriots when-
ever something "controversial" gets on
the air.
If I were an advertiser, I would launch
a crusade to try to get the men who run
television to act like men. I would ask
ll them to do their job and let me do mine.
p
Page 114 • November 4, 1957
I would only want responsibility for the
commercials. I would ask the networks to
act like editors — so that I could regain
the freedom to behave the way a well-
brought-up businessman with a product
to sell knows, in his heart, he ought to
behave. I would tell television writers
and producers to be guided by the
truth and their own talent — not by what
they guess my anxieties or prejudices or
whims might be.
FORMULA FOR RELIEVABILITY
David Bascom, board chairman of
Guild, Bascom & Bonfigli, speaking Oct.
12 to the AAAA meeting at Sun Valley,
Idaho, said that advertising must persuade
by logic and influence on the emotional
plane. His address contained these seven
rules for advertising:
I'd like to give the seven rules by
which we bring — or try to bring — believ-
ability and conviction to our advertising:
(1) Freely admit the shortcomings and
deficiencies of your product. It's often
difficult to get clients to buy this idea
but it's worth the effort. It's quite dis-
arming to freely admit, for example, that
your pickles or peanut butter will not
filter their smoke, make their hair curly
or do much, if anything, to help their
love life. An admission of weakness,
whether facetious or serious, relevant or
irrelevant, gives a great deal more strength
to the serious claim that follows. Further-
more, we know that people absolutely
detest seeming perfection in other human
beings. So when your product openly
confesses that it falls a little short of
being perfect, it gains a more likeable,
believable human quality.
(2) Don't denounce your competitors.
It isn't believable. It isn't necessary. It's
an unpleasant hangover from the adver-
wmmmmr
tising techniques of 50 years ago. Have ||
you ever noticed in Ogilvie's Hathaway |l
shirt ads the complete absence of corny ||
comparisons with other shirts? And you |§
know how successful that campaign is. ||
In our own advertising for hot Ralston, ||
we freely admit that other hot cereals §|
deserve a place in your kitchen. We igj
simply ask that you serve Ralston once If
or twice a week for a change. It seems ||
to be working. ||
(3) Avoid the sly, tricky phrases, de- f§
signed to get things past the scrutiny ||
of the Federal Trade Commission or l|
Pure Food and Drug. The consumer is ||
smarter than often given credit for being. ||
For example, what do you mean when |f
you say a certain product will "take |§
care of" up to twice as much stomach H
acid? Does "take care of" mean that it ||
gets rid of it, camouflages it or gives it ||
new life and vigor? Stay away from ||
weasel words.
(4) Talk to one person instead of your ||
presumed vast audience. On television, §§
particularly, the familiar terms, "yes,
friends," and "ladies and gentlemen" are ||
well calculated to make any viewer feel
that this message is not for him or her. ||
(5) This applies only to television; don't
spread your announcer too thin. The
salesman who is seen advertising tooth- ||
paste on Monday, cigarettes on Tuesday, |§
automobiles on Wednesday, stomach pills |!
on Thursday, and so forth, loses his be- ||
lievability.
(6) Humor, when properly done, can ||
greatly add to the climate of believability.
But be careful. When it's poorly done,
it can do more harm than good.
(7) Throughout the advertising main- ||
tain a basic attitude of trying to win ||
friends and customers rather than to §|
simply make sales of the moment.
Broadcasting
NOTICE TO EDITORS — This advertisement currently appears in The text may be used in regular health features, health columns
leading national magazines. For more than 30 years, Metropolitan
Life has sponsored similar messages on national health and safety.
Because of public interest in the subject matter of these advertise-
ments, Metropolitan offers all news editors (including radio news
editors), free use of the text of each advertisement in this series.
or health reports with or without credit to Metropolitan. The
Company gladly makes this material available to editors as one
phase of its public-service advertising in behalf of the nation's
health and safety.
"But, Doctor ... he's not himself any more"
Doctor, I don't know what's come over Tom. He has
always been happy . . . considerate of me and everybody
else. But for months now, he has been changing. He broods
a lot, his temper's quick and he is always complaining about
his health. I can not get him to see you or any other doctor.
Claims his trouble will eventually wear off."
Doctors hear of many situations like this, and they know
that medical advice in such cases is often essential. Of course,
we all have emotional upsets at times.
However, when disturbing feelings persist . . . when a per-
son is so worried, anxious or depressed that he does not seem
like himself any more ... the source of the trouble must be
sought, and corrective steps taken.
Doctors have become increasingly aw are of the effect of the
emotions on physical health. There is no longer any doubt
that illness of emotional origin is just as real as appendicitis
or pneumonia or any other physical ailment. No matter what
the physical symptom is . . . for example — nagging headache,
digestive upsets, irregular heart beat or backache . . . some-
thing can usually be done about it.
In fact, studies made by the National Association for
Mental Health show that almost 50 percent of all people
seeking medical attention today suffer from conditions
brought about or made worse by emotional factors.
A visit or two with the doctor may reveal the underlying
cause of the physical disturbance. This is frequently some-
thing that the patient does not even suspect. Once the source
of the trouble is found . . . and the patient understands how
his emotional reactions are playing havoc with his health . . .
a successful recovery can usually be anticipated.
So, if you find yourself ... or any member of your family
. . . becoming persistently overwrought, irritable, exhausted
or unduly nervous, seek your doctor's help . . . and the sooner
the better. For emotional disorder, like a physical illness, can
be treated with greater hope of success when therapy is
started promptly.
COPYRIGHT 1957 — METROPOLITAN LIFE INSURANCE COMPANY
Metropolitan Life Insurance Company
(A MUTUAL COMPANY)
1 Madison Avenue, New York 10, N. Y.
Broadcasting
November 4, 1957 • Page 115
How to Wrap Up a Region
Rich Upstate New York is yours
with only 4 Leading Radio Stations
NEW POLITZ STUDY SHOWS POWER and IMPACT of THE BIG FOUR
Wrapping up an entire region with a population of
better than 3>4 million adults is probably not new in
marketing and advertising circles. But prudent choice
of media— economy and convenience can be great
problems. How can you be sure your choice is right?
For example, how would you saturate Upper New
York State at the lowest possible cost?
A recently completed Politz study of this great, rich
composite market has produced evidence that you can
literally capture Upper New York State with just four
radio stations— stations that command the respect and
trust of their listeners. THE BIG FOUR— W BEN
(Buffalo), WHAM (Rochester), WGY (Schenectady),
and WSYR (Syracuse) will do it.
The BIG FOUR stations cover 88% of this composite
market consisting of 52 counties. Considering the low
cost factor, that makes it a tremendously big buy for
numbers alone. And when you add to that the trusted
character of these great stations, which makes people
heed as well as hear— you have such a big buy you
can t afford to overlook it. Previous Politz studies
have shown the power of great radio stations in indi-
vidual markets. But, not until now, with this new
regional study, could you definitely know what a big
buy the BIG FOUR is in combination.
I f you would be interested in seeing the complete facts
based on this latest Polit? study, call any Christal office
for a date.
The Big Four is the Big Buy
WBEN • WHAM • WGY • WSYR
BUFFALO
Represented Nationally by
ROCHESTER
SCHENECTADY
SYRACUSE
HENRY I. CHRISTAL CO. INC.
NEW YORK • CHICAGO • DETROIT • BOSTON • SAN FRANCISCO • ATLANTA
Page 116 • November 4, 1957
S
HERE'S WHAT TYPICAL BUDGETS
WILL BUY ON THE BIG FOUR STATIONS
$18,000 is one-minute selling messages weekly for 10
weeks.
$38,000 . . . 15 one-minute and 10 twenty-second announce-
ments weekly for IS weeks.
$54,000 . . . 30 one-minute announcements weekly for 20
weeks.
$85,000 . . . 5 quarter-hour newscasts weekly, including all
costs, for 52 weeks.
Broadcasting
MONDAY MEMO
from JEREMY D. SPRAGUE, time buying supervisor, Cunningham & Walsh
FACTS— NOT FANTASY— BELONG
IN MEDIA PRESENTATIONS
Before I start to throw stones, I would like to compliment
those who have had a hand in creating good, intelligent,
pleasant-to-see presentations. And there have been many
excellent presentations, fortunately for the agency personnel
who must review them and unfortunately for the media people
whose efforts show up badly by comparison.
By "presentations" in this discussion, I refer to the formal
recommendation, and not to the casual but specific suggestion
(written or oral) or to trade paper advertising. Properly,
they are all presentations; however, the approach in each
case is different and, about each, one could write a book.
The purpose of a presentation is to convert a non-user into
a user, or to increase the degree of use. To achieve this
conversion certain important selling points must be fully
covered, and it is not enough to repeat that you understand
the client's problem and have THE answer. His client's
problem, any media buyer will tell you, is rarely under-
stood by the presentation-maker.
Each presentation must take its audience step by step from
a discussion of the market and its desirability through a
complete description of the recommended plan, including an
outline of how the approach is suited to the problem, and
finish with a complete and accurate summary of what the
advertiser must spend and what he will get for his money.
Now I certainly don't mean to imply that all presentations
should follow a stereotyped pattern, with sections "A" "B" and
"C" clearly labeled, that can be run off en masse with room for
the advertiser's (any advertiser's) name to be inserted. Unless
a presentation is original, interesting, and tailor-made, it won't
get a second glance.
However, if the presentation doesn't give the complete
background, the complete reasoning, and the complete
money/ value story, it's a dud. Leaving room for future
questions can be a good hook, but the omission of justification
and substantiation is inexcusable.
HERE'S HOW THE BALL CAN BE FUMBLED
There are certain categories of presentation which, in my
opinion, prevent more sales than they create:
THE HALF-TRUTH: "Our station reaches twice as many
homes as the other independent in town." (But less than the
network station. And the station across the river has five
times as much audience in our town as the three of us put
together.)
You may fool some of the people some of the time, but the
next time buyers compare notes at a CBS boat ride your name
will be as muddy as the Jersey Meadows.
THE HALF-SELL: "And, gentlemen, that's why the Garfle
account should actively seek the farm market." (Garfle
promptly signs a contract for regional farm magazines, but
your whole idea was to get them into Farm and Barn Hour
on radio.) Evidently, somebody forgot the fertilizer. But have
heart, at least you have them interested in the market.
THE NON-PRO: "Newspapers are definitely not the
medium for your product." (So we've wasted our money
for 20 years. Who gave the pitch, was it tv or outdoor? And
what do they know about newspapers anyway.)
As a result, the client leaves his money right where it's
always been. The only thing you've sold him is off that
restaurant you used for the pitch; the roast beef was tough,
and it was too far uptown. Moral: Don't be "anti" unless
you have something solid to sell.
THE 19 COUNTIES vs. 19th STREET: "Based on families
within our Grade B contour, we are bigger than the nation's
fifth market." (Based on the fifth market's Grade B, you rank
two below the bottom.)
Comparing apples and oranges is easier than comparing
coverage patterns with metropolitan areas. Mixing lobster
thermidor and banana ice cream is safer. Stations continue
to do it, however, and never seem to wonder why the agency
doesn't cancel Detroit in favor of Twentynine Palms.
There are the stones. Not all of them, by a long shot, but
enough to make the point that media buyers want facts, not
fantasy. Reasons for, not only reasons against. Substantiated
data, not blue sky. Valid comparisons, not empty phrases.
What many media and representatives fail to realize is that
the agency buyer is a whiz on finding holes in presentations.
Not only because of the multitude of pitches he is exposed
to, but because he must prepare them for and deliver them
to his clients. He is on both sides of the presentation fence,
and is therefore doubly cautious.
RECOGNIZE THE BUYERS' INTELLIGENCE
A buyer would like to buy; it's his job. All too often he is
placed in a dilemma, however, when the opening phrases of a
presentation antagonize him to the point where he won't
buy — even when offered, at the tail end, 100% market
coverage at zero cost-per-thousand sales conversions. He is
told that he has been buying the wrong way for X number
of years, and his intelligence is insulted by the display of
obviously misinterpreted statistics. Bear in mind that the
buyer, too, is a media expert, and should not be "talked
down" to. "But we sold three clients," says the representative.
Well, it might have been 30 with the proper approach.
Before starting this essay, I had in mind a page of bouquets
to the vast number of imaginative and persuasive presentations
we in the agency field are exposed to. You can see how it
developed! To be sure, many presentations are outstanding
in a favorable sense. Almost any media man can recall the
time he was sold when he intended to buy, or chose network
when asked to investigate spot, or used newspaper "B" al-
though newspaper "A" had previously been foremost in his
mind.
Unfortunately it is true, though, that in looking back, the
few bad examples made more of an impression than the many
good ones.
Regardless of the above griping, we sincerely want the
various stations, publications, and organizations to keep pitch-
ing. Through presentations the buyer learns of new develop-
ments, and without this information he cannot do a thorough
job for his clients. But please — give us the complete story,
and, above all, make it believable. Based on the increasing
number of media (and their representatives) who are using
professional research help and hiring full-time sales promotion
experts, we hope the trend toward greater believability is on
the rise.
Jeremy Sprague; b. in Manhattan. Started
in 1949 with Compton Advertising after a
brief experiment in commercial photography .
On leave of absence during 1951 and 1952
to serve in U. S. Navy. Returned to Compton
when his tour of duty was completed. In
November of 1954 joined the media depart-
ment of Cunningham & Walsh.
Broadcasting
November 4, 1957
Page 117
EDITORIALS
Congress in the Toll Tv Slot
HE FATE of on-the-air subscription television, it now is plain,
will be decided in the U. S. Congress and not by the FCC.
Indeed, the FCC wants it that way. Its "First Report" outlining
conditions under which it would consider applications for toll tv
franchises [Government, Oct. 21] was a clear invitation to Con-
gress to take the whole question off the Commission's hands. There
is strong evidence that the invitation will be accepted.
Last week Rep. Emanuel Celler (D-N. Y.), chairman of the
House Judiciary Committee, reiterated his belief that Congress
ought to decide the toll tv question. His speech, an eloquent sum-
mary of arguments against toll tv, is reported elsewhere in this
issue.
The week before Rep. Oren Harris (D-Ark.), chairman of the
House Commerce Committee, questioned the FCC's authority to
deal with toll tv, as he had repeatedly questioned it before, and
issued a reminder that his committee would hold hearings on toll
tv beginning next January.
Senate interest in the question was expressed last week when
Sen. William Langer (R-N. D.) surveyed the entire population
of Bartlesville, Okla., where a closed-circuit system featuring movies
is operating, to find out whether the residents were for or against
subscription television. The results, when tabulated, ought to be
illuminating even though the operators of the Bartlesville system
insist that it is not subscription television but a movie theatre
delivered to the home.
Opponents of subscription television may be cheered by these
examples of Congressional resistance to the notion of attaching
a box-office to tv. It would be well to remember, however, that
two congressmen and one senator — no matter how influential they
may be as individuals— do not add up to an overwhelming expres-
sion of Capitol Hill thinking. Many more legislators must be per-
suaded to take an interest in the issue before it is placed in a posi-
tion of importance on the Hill.
What is needed, of course, is an expression of public opinion.
Congressmen and senators act when their constituencies want them
to. So far there has not been enough pressure from the public to
move most legislators to interest themselves in pay tv.
A number of large organizations, including the AFL-CIO, vet-
erans groups and women's clubs have passed resolutions opposing
or at least questioning toll tv. These resolutions will have little
effect on the Hill unless the memberships of the organizations
reinforce the resolutions with action. Opponents of subscription
television would be well advised to stimulate that action.
It seems to us that one of the most compelling arguments against
toll tv is that it would eventually squeeze free service off the air.
Frank Stanton, president of CBS, and Robert Sarnoff, president of
NBC, have publicly announced that although they dislike the pros-
pect, their networks would be forced by economic necessity to turn
to subscription operation if toll tv developed. This is a prospect
which we doubt that the public would like. It is a prospect with
which the public must be made acquainted.
As we said, the fate of subscription television will be decided
by the U. S. Congress. It could be decided in favor of subscription
television for want of a conclusive expression of public sentiment
against it.
Commission and Omission
PROBABLY the most obvious conclusion to be drawn from the
Frey report on advertising agency services and compensation
is a fact that has been inescapable all along — that this relationship
is a complicated thing and there is no overnight cure for its prob-
lems.
Prof. Albert W. Frey of Dartmouth, when commissioned by
the Assn. of National Advertisers a year ago to make this exhaust-
tive and impartial study, promised no panacea, and in his preview
to ANA last week he gave none.
He did offer a glimpse at a voluminous mass of findings — to be
detailed in the final report this winter — that should encourage soul-
searching by both advertisers and agencies and smooth the way
for mutually beneficial adjustments.
Since compensation has been the nub of the controversy between
Page 118 • November 4, 1957
Drawn for BROADCASTING by Sherwln L. Tobias
"/ dreamed I. . . ."
advertisers and agencies, it is a bit surprising to learn that 85%
of the "advertising managers" considered the media commission
system as either "satisfactory" (60%) or at least "the most practi-
cal method" (25%). Even more surprisingly, because largely it has
been the advertisers who have demanded a review of the age-old
15% commission system, more advertisers than agencies — and
more advertisers than media — regarded the present system as "sat-
isfactory."
Yet the fact that 12% of ad managers, 10% of agencies and 17%
of media called the current system "neither satisfactory nor prac-
tical"— not to mention the larger numbers who considered it un-
satisfactory but nevertheless the most practical — cannot be dis-
missed as insignificant.
It is interesting, too, that almost 30% of ad managers and 30%
of media — as against 10% of agencies — would prefer an alterna-
tive method of compensation in which the media commission
would be eliminated but advertisers would be allowed to buy time
and space at net rates and agencies would be paid agreed-upon
fees for their services.
The response was more nearly as expected on the sore question
of agencies getting 15% commission on packaged television and
radio programs. The majority of advertising managers clearly felt
agencies should get "less than 15%" if the agencies did not them-
selves produce the program, but an even larger majority of agen-
cies felt they were entitled to 15% in such cases and some thought
they should get "more than 15%."
The preview pointed up many other pertinent situations, among
them the fact that many advertisers do not follow the straight
media commission system in paying their agencies. More basic,
perhaps, is the fact that advertiser-agency relationships are con-
siderably short of idyllic. Prof. Frey made clear that this is not
the fault of either side exclusively; neither house is completely
clean.
Whatever its ultimate influence, the Frey report offers a starting
point — indeed the stimulus — for new studies of the historic re-
lationship of advertiser, agency and media. It is to be emphasized
that media must figure in the studies and in negotiations which
may lead to altered compensation plans.
For it is the media that pay the agency's commission. A whole-
sale abandonment of the present system would evoke for media
serious rate-making problems. It is one thing for an advertiser
to say he wants to pay the agency a service fee and the medium
a net price (without agency commission) for time and space. It
is another and more complicated thing for media to readjust to
such conditions.
Current rates, especially for national advertising, have developed
in consideration of the fact that most of the advertising is com-
missionable. Media have paid the commission at least partly be-
cause agencies perform production and other services which media
might otherwise have to do.
The whole problem is so complicated that it cannot be hastily
resolved. In the process of resolving it, or at least attacking it, media
have a stake of equal importance to that of the advertiser and the
agency.
Broadcasting
KPRC TV Houston ... ■^/eea^^-
JACK HARRIS JACK McGREW EDWARD PETRY & CO.
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NOVEMBER 11, 1957
THIRTY-FIVE CENTS
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Headache in Baltimore: City threatens 954% ad tax
RKO Teleradio to test pay tv; ABC stands against it
News directors see rising status, but access concern
Educational tv: How it shapes up after five years
Speaking of 4
POWER . .
takes a lot of skill as well as
uscle to do a BIG job! More Iowa
milies listen to WHO regularly,
tytime, than to all the 56 other
<wa stations COMBINED!*
Source: 1956 Iowa Radio Audience Survey
WHO Radio is part of
Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines
WOC-TV, Davenport
WHO
for Iowa PLUS!
Des Moines
50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
r Peters, Griffin, Woodward, Inc.,
National Representatives
here is
♦
AMERICA'S 10th TV MARKET
reaching most families at lowest cost
STEINMAN STATION . Clair McCollough, Pres.
Here is a vast land of superlative opportu-
nity. In SELLvania, your sales message
reaches a great, prosperous market with its
3!/2 million people
1 ,01 5,655 families
917,320 TV sets
%6Va billion annual income
$3% billion annual retail sales
Representative: The MEEKER Company, Inc.
New York
Chicago • Los Angeles • San Francisco
closed circuit:
CALLED OFF • For first time in tv's spec-
tacular advance, tight money market has
knocked out station sale already approved
by FCC. Sale of ch. 13 KOVR (TV) Mt.
Diablo (Stockton, Calif.) by H. Leslie
Hoffman, president of Hoffman Electronics
Inc., San Francisco, to Lov/ell Thomas-
Frank Smith group for approximately $3.5
million had been approved by FCC on
Sept. 26 [Government, Sept. 30]. Last
Friday through Washington counsel, Mr.
Hoffman announced deal was off.
•
Impasse between Daytime Broadcasters
Assn. and FCC over former's opposition
to Mexican agreement continues, even
after meeting last week between Commis-
sion and DBA President Ray Livesay
(WLBH Mattoon, 111.) and counsel Bene-
dict P. Cottone. DBA had opposed Mexi-
can treaty before Senate foreign relations
subcommittee and last week's meeting was
attempt to iron out differences. DBA sub-
mitted result of poll of 200-odd daytimers
on Mexican clear channels indicating that
more than 80% backed organization in its
opposition. DBA has asked FCC to permit
daytime stations to operate 5 a.m. to 7
p.m., or sunrise to sunset, whichever is
longer, but Commission has taken no ac-
tion on request.
•
SOME PROTECTION • Alarm among
some fm broadcasters over scare reports
that fm band (88-108 mc) is in imminent
danger of being allocated to other services
has no foundation in fact, according to
FCC authorities. Hearings, to begin Nov.
25, are part of FCC's overall long-range
look at allocations from 25-890 mc cover-
ing all types of services. Authorities state
that before anything conceivably could be
done under Administrative Procedures Act,
ample notice would have to be given for
rulemaking proceedings and that nothing
of sort now is in sight (story, page 66).
•
Plans developing in Southern California
for joint broadcaster-manufacturer promo-
tion of fm have sparked proposal for "Na-
tional Fm Week," comparable to annual
Radio Week and Television Week held un-
der joint auspices of Electronic Industries
Assn. (formerly RETMA), NARTB and
National Appliance, Radio-Tv Dealers
Assn.
•
NO OUTBURST • Controversy of few
months ago over CBS Radio's $5.5 million
multi-program sale to Ford — protested at
outset by number of stations on grounds
that network was invading lucrative sta-
tion time — apparently did not boil over
into CBS Radio Affiliates Assn.'s annual
convention, as it had once seemed apt to
do. Participants in two-day closed session
last week said no real griping developed
on this or any other subject. They also
pointed out that affiliates, after their pri-
vate meeting Friday morning, did not call
network officials back for further ques-
tioning or discussion, although agenda had
provided for such session if desired.
•
While tv volume this year is running
considerably ahead of 1956, many stations,
notably those in medium size markets, re-
port that national spot and local is off.
Average for about 15 stations is about
5°J0 below 1956, according to poll by one
station operator, who ascribes this to higher
rates in top dozen markets syphoning off
spot business which ordinarily would flow
to secondaries. Moreover, higher local rates
have tended to reduce number of local
buyers.
•
PHILADELPHIA BOUND • N. W. Ayer
& Son, Philadelphia, which maintains time-
buying staff of 10 persons in New York,
understood to have made decision to shift
all timebuyers to Philadelphia headquar-
ters. Ayer personnel in upper echelons
studied move for long time and manage-
ment reportedly decided that unified time-
buying department under one media di-
rector in Philadelphia would be more ef-
ficient. New York personnel have been
asked to take move under advisement with
date for shift now undecided.
•
National Homes Corp., Lafayette, Ind.,
builder of pre-fabricated homes, is reported
to have approved advertising campaign
utilizing tv for first time. National Homes'
tv effort will be on spot basis, with its
franchised builder-dealers in hundreds of
cities invited to participate in campaign
on cooperative basis. Decision follows pres-
entation made by TvB before company's
builder-dealers in Chicago last month.
•
IT'S ILLEGAL • If telecasters have any
notion of trying subliminal perception,
method by which impression on subcon-
scious might be made through repeated
invisible flashes on television screen, they'd
better read Communications Act and FCC
regulations. There's specific requirement
for sponsor identification on all broadcast
programs. Failure to comply could bring
punitive action.
•
Backing up confirmation last week that
CBS-TV has not used subliminal percep-
tion on test basis on air, network last week
issued directive to department executives
that under no circumstances would hidden
technique ever be permitted on network
programs or on owned-and-operated sta-
tions. Author of policy statement was CBS
Television President Merle S. Jones.
•
UNITING FOR FREE TV • Veterans'
organizations and other groups that have
adopted resolutions opposing subscription
television are set to form special committee
to take active measures against toll tv.
Organizational meeting of committee will
be held in next week or so. Committee will
represent group memberships in millions.
•
Samuel Bronfman, president of Sea-
gram's, has accomplished something no one
else yet has been able to achieve — getting
broadcasting's three top commentators on
same program. Edward R. Murrow, CBS;
Chet Huntley, NBC, and John Daly, ABC,
will sit as panel with William L. Laurence,
New York Times science editor, at Sea-
gram's centennial luncheon Nov. 22 at
New York's Waldorf-Astoria. Heads of
major companies, top educators and others
of New York's elite have been invited to
concern's 100th anniversary celebration.
•
STILL IN STUDY • Although FCC Net-
work Study Committee (Comrs. Doerfer,
Hyde and Bartley) has had report of
Barrow staff for more than month, no
briefing session has been scheduled.
Reason: Commissioners haven't completed
their reading of ponderous 1,500 page-7Vi
lb. report. Committee, however, hopes to
get briefing sessions underway within week
since it must advise Senate Commerce
Committee of its conclusions and possible
recommendations early in next session,
which begins Jan. 7. If FCC isn't ready to
make legislative recommendations by Jan.
7, it may simply submit Barrow Report at
deadline, with its own report to come.
•
United States Time Corp. (Timex
watches), New York, has ordered three
participations on Perry Como Show on
NBC-TV, but will not know until early
this week whether NBC will accept it.
NBC-TV may still be miffed at Timex for
its bowing out of Bob Hope spectacular
last week [Advertisers & Agencies, Nov.
4\. Meanwhile Timex along with Shulton
toiletries was considering hour version of
Broadway's "Most Happy Fella" as substi-
tute for Bing Crosby on CBS-TV on
Dec. 11.
•
DON'T AGREE • Smooth road to license
renewal form revisions appears to have hit
bad stretch. FCC met last Tuesday to
discuss subject, heard Comr. Craven call
for Commission hands off in all areas of
programming on ground Communications
Act forbids censorship. Consensus of com-
missioners was that FCC does have
authority to consider overall programming,
and some thought Commission has affirma-
tive duty to do so. Broadcasters have urged
that renewal forms calling for program-
ming information be streamlined and that
category breakdowns as between com-
mercial and public service and "counting
of spots" be dropped.
Broadcasting
November 11, 1957 • Page 5
Ma
Hansen
Radio WOW-LAND
is RICHER than EVER!
Mai Hansen, WOW Farm Director, reports:
Farmers in the 215 county area served by Regional Radio
WOW are enjoying their best money year in four years.
This market has as many people as Pittsburgh, St. Louis,
or San Francisco- Oakland. The population is half farm,
half urban. When the farmer prospers, everyone prospers!
1958 Crops May Set New Records!
Subsoil moisture is excellent — 5 to 8 inches
over 1956. Above average small grain crops are
already in bins. Record soybean and sorghum
crops are predicted and it looks like a near
record corn crop!
Livestock Prices giving Good Profit Margin!
WOW-Land farmers bought cattle at $14-$ 15
and are selling at $20-$21. Butcher hogs have
been selling at $18.50, a 12.1% gain over 1955.
An ample supply of cheap feed assures bright
livestock profits!
U. S. Government Payments Coming in —
Soil Bank and other subsidy payments mean
cash-in-hand for WOW-Land farmers. In
Nebraska alone, land taken out of production
is bringing in over 44 million dollars!
WOW-Land is BIG . . .WOW-Land is RICH . . .
and you can sell it only with WOW Radio!
WOW and only WOW delivers this huge area
of 215 counties in six states with a population
of 4,213,000.
Without WOW Radio it would take 38 daily
newspapers, or at least 5 major TV stations
to serve the WOW Radio area.
Regional
RADIO
wow
FRANK P. FOGARTY
Vice President and General Manager
BILL WISEMAN
Sales Manager
JOHN BLAIR & COMPANY
Representatives
OMAHA, NEBRASKA • CBS AFFILIATE
WOW and WOW-TV, OMAHA • KPHO and KPHO-TV, PHOENIX
WHEN and WHEN-TV, SYRACUSE • KCMO and KCMO-TV, KANSAS CITY
Meredith Stations are affiliated with Better Homes and Gardens and Successful Farming Magazines
Page 6 • November 11, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY A SPECIAL REPORT
The Baltimore Broadcasters' Crisis — It could become a
problem elsewhere, too, should the advertising media tax
idea infect other areas. Page 27.
TRADE ASSNS.
Broadcast News in Review — Miami convention of Radio-
Television News Directors Assn. agrees that barriers are
coming down and progress being made to raise the status of
station newsmen. Stanton gets Paul White award. Page 40.
Educational Tv's Five Years — Since the 1952 allocations,
there's been a $60 million investment in ETV. Broadcast-
ing presents a full status report on the ETV's. Page 94.
PERSONNEL RELATIONS
NBC in the Middle — Dispute over program directing pro-
cedures between NABET and RTDG poses threat to net-
work's service. Page 80.
RAB Sharpens Sales Drives — Board of directors approves
new sales clinic plans, authorizes "sales barrages" among more
than 1,000 regional advertisers and agencies, votes for "Na-
tional Radio Month." Page 46.
Some Convention Spadework in Chicago — Group appor-
tions agenda-and-time for Broadcast Engineering Confer-
ence at NARTB convention in Los Angeles next spring. Har-
old Fellows to address BEC luncheons, one in person, the
other by closed circuit. Page 44.
Broadcasters' Exchange Promotion Ideas — Lively topics
mark BPA second annual convention-seminar in Chicago.
Henry elected new president. Page 48.
GOVERNMENT
NETWORKS
CBS Radio Billings Rise — First increase in income since
1950 will be achieved this year, accompanied by rise in sta-
tion compensation, President Arthur Hull Hayes tells record
turnout at fourth annual convention of CBS Radio Affiliates
Assn. Outlook for spot radio also declared good. Charles C.
Caley, WMBD Peoria, named affiliate chairman. Page 60.
MANUFACTURING
It's Official — Gates Radio Sold — Pioneer electronics-broad-
cast equipment firm bought by ' Harris-Intertype Corp., giant
printing-publishing supply firm, as part of diversification
program seeking "growth" companies. Parker Gates remains
at headquarters helm in Quincy, 111. Page 76.
Vhf Channels Desired — First filings in FCC's fact-finding
study of use in 25-890 mc area show non-broadcast services
are eyeing tv's vhf channels. Page 66.
Hansen on Barrow: 'Wait and See.' — Dept. of Justice in-
dicates it will observe FCC action on Barrow Network Re-
port before initiating any moves of its own. Page 70.
Subliminal Projection Fears Expressed — Congressmen see
evil machinations possible; FCC urged to "do something";
Commission says it is studying question. Page 72.
The New England Deintermixture Proposal — Responses
filed with FCC follow usual pattern with operating vhfs oppos-
ing, while those seeking facilities voice support. Page 68.
PROGRAM SERVICES
RKO Teleradio Pay-Tv Bound — First major broadcaster,
RKO Teleradio Pictures Inc., announces it will file today for
FCC authorization to participate in toll tv tests. Page 32.
Pay Tv Spurned — All but four of 5,006 letters received by
KSBW-TV Salinas and KSBY-TV San Luis Obispo, both
California, favor free tv. Stations' impartial telecasts asked
viewers to tell them what course to follow. Page 34.
OPINION
MR. RICH
Lefs Stop Kidding About Triple-Spot-
ting— Benton & Bowles' Lee Rich analyzes
where and how this jamming of commercials
hurts the tv advertiser, network and station.
Writing in Monday Memo, he suggests
ways to control triple-spotting. Page 119.
DEPARTMENTS
ADVERTISERS & AGENCIES . . 28
AWARDS 78
AT DEADLINE 9
BUSINESS BRIEFLY 31
CHANGING HANDS 86
CLOSED CIRCUIT 5
EDITORIAL 120
FILM 53
FOR THE RECORD 105
GOVERNMENT 66
IN REVIEW 14
INTERNATIONAL 88
LATEST RATINGS 29
LEAD STORY 27
MANUFACTURING 76
MONDAY MEMO 119
NETWORKS 60
OPEN MIKE 20
OUR RESPECTS 24
PEOPLE 90
PERSONNEL RELATIONS 80
PROGRAMS & PROMOTIONS . .114
PROGRAM SERVICES 32
STATIONS 82
TRADE ASSNS 40
UPCOMING 113
Broadcasting
November 11, 1957 • Page 7
What are WHB's first place audiences made of?
Exactly what sales are made of- — adults!
New audience composition analysis reveals that in every ^ hour,
WHB talks to more adults than any other station.
54.8% of all the adults who listen to the top four Kansas City
radio stations . . . listen to WHB . . . more than to the other three put together.
(Nielsen, June, 1957 All-day average.)
"Whether it be Metro Pulse, Nielsen, Trendex or Hooper — whether it be
Area Nielsen or Pulse — -WHB is the dominant first among very important
audience-type. And the dominant first throughout — with audience
shares consistently in the 40 per cent bracket.
Naturally, advertisers of all product groups have responded with
bigger schedules on WHB than all other local radio stations combined.
Make no mistake about it. People who like our kind of programming have
money to spend . . . and, vice versa. Let John Blair or General Manager
George W. Armstrong lead you to K. C. sales now.
WHB . 10,000 watts on 710 fee, Kansas City, Missouri
STATIONS
TODAY'S RADIO FOR TODAY'S SELLING
I TOOD STORZ, PRESIDENT • HOME OFFICE: OMAHA, NEBRASKA
WDGY Minneapolis St. Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR & CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
Page 8 • November 11, 1957
Broadcasting
at deadline
LICENSE BIDDING SUGGESTED ON HILL • BUSINESS BRIEFLY
Suggestion has been made that govern-
ment offer broadcast facilities to highest
bidder. Idea was broached by FCC "of-
ficial" to Senate Government Operations
Committee staff during consultations on
question of license fees. Information is con-
tained in committee staff memorandum,
dated Oct. 28, and circulated among mem-
bers of committee and Congress. Report up-
dates status of question of federal agencies
charging fees for their services, recom-
mended by Budget Bureau and Congres-
sional committees two years ago.
In comment on status of FCC, Senate
committee professional staff member Ray
Kiermas declared, "Private interests are
being given special privileges and services,
with attendant protection by the federal
government at no charge to them and at
great cost to the general public." This work-
load will increase with possible approval of
toll tv, he said, "thus increasing these special
benefits at the expense of all the taxpayers."
He urged Congress to give "full considera-
tion to all aspects of the problem involved
and to the establishment of proper fees in
order to avoid establishing precedents which
later will be found prejudicial to the public
interest, and at cost which the taxpayers can
ill afford."
Bulk of document is given over to resume
of Congressional and Pudgst Bureau activi-
ties on charging of fees to those who use
federal agencies — with focus on FCC and
Krueger Elected President
Of Radio-Tv News Directors
Jack Krueger, WTMJ-AM-TV Mil-
waukee, Friday elected president of Radio-
Television News Directors Assn. at conven-
tion in Miami Beach, Fla. (early story, page
40). He succeeds Ted Koop, CBS, Wash-
ington.
Others elected: Bill Small, WHAS-AM-TV
Louisville, vice president, programs; John
Maters, WILS Lansing, Mich., vice presi-
dent, radio; Ralph Renick, WTVJ (TV)
Miami, vice president, television, and F. O.
Carver. WSJS-AM-TV Winston-Salem,
N. C, treasurer.
Directors for three years: Jack Morris,
KTUL-TV Tulsa, Okla.; Julian Goodman,
NBC, Washington, and Charles Shaw,
WCAU-AM-TV Philadelphia. For one year:
Hugh Bremner, CFPL London, Ont., and
Bill Monroe, WDSU-AM-TV New Orleans.
Creation of federal agency to coordinate
and make public information on missile and
satellite program urged at Friday panel by
Robert D. Swezey, WDSU-AM-TV New
Orleans, chairman of NARTB freedom of
information committee.
Mr. Swezey told panel that NARTB had
television. In 1955 FCC and other federal
agencies and departments were advised bv
Budget Bureau to investigate feasibility of
charging fees for services. Commission drew
up suggested list of fees, but urged that no
charges be made for its services since broad-
casters and others are required by law to
submit to FCC processing and Commission
was acting in public interest in discharging
such functions. Later Senate Commerce
Committee passed resolution ordering FCC
to suspend fee activity pending committee
study.
In background comment on broadcast
activity, Senate Operations Committee re-
ferred to television inquiry by Senate Com-
merce Committee and House Antitrust sub-
committee, particularly to testimony of Paul
Raibourn, International Telemeter Corp.;
Harold E. Fellows, NARTB president, and
Richard Salant, CBS. Operations memoran-
dum said staff studies "reveal that in some
instances excessive profits are being made
by some present licensees of radio and tele-
vision facilities.
"It is apparent that, unless appropriate
legislative action is taken, even more exces-
sive profits, based upon the estimated volume
of business expected to be done by toll tv,
are in prospect for successful applicants for
licenses, should the proposed trial tests of
toll tv, to be initiated by FCC early in 1958,
result in approval of the program," memo-
randum said.
protested Friday to Charles Rhyne, president
of American Bar Assn. on recent ABA com-
mittee recommendation retaining Canon 35
ban on electronic reporting in country's
courtrooms.
RTNDA decided to hold 1958 convention
in Chicago and 1959 meeting in New
Orleans.
AFA Assails Baltimore Plan
Strong protest registered Friday by Ad-
vertising Federation of America with Balti-
more Mayor Thomas D'Alesandro Jr. on
city's proposal to levy IVi % tax on virtu-
ally all advertising and 2% tax on gross
advertising revenues of radio-tv stations,
newspapers and other media (story, page
27).
AFA President James C. Proud said, "This
is a gun at the back of the advertising world.
That tax on media could mean the differ-
ence in survival for some companies and
as such is a threat to freedom of the press."
He said proposed taxes are "particularly dan-
gerous" because they "could upset a long-
standing precedent that has recognized ad-
vertising as a tool to stimulate business and
as possessing certain inviolate rights."
Late-breaking items about broadcast
busirless; for earlier news, see Adver-
tisers & Agencies, page 28.
NABISCO SPOTS • National Biscuit Co.,
New York, for Nabisco Crackers, preparing
radio spot announcement schedule to start
Dec. 11 in more than 100 radio markets.
Three-week contracts being placed by
McCann-Erickson, N. Y.
SIGNING FOR TWO • Elgin Watch Co.,
Elgin, 111., understood to be signing up for
sponsorship for pre-Christmas promotion
on Perry Como Show and Suspicion, both
on NBC-TV. Agency is J. Walter Thompson
Co., Chicago.
WANTS TO BUY 'VERDICT' • Standard
Brands, N. Y., planning to sign up as par-
ticipating sponsor of Monday 3:30-45 p.m.
EST segment of Verdict Is Yours on CBS-
TV. Ted Bates & Co., N. Y., is agency.
DREAM WHIP ACTION • General Foods,
N. Y., planning tv promotional spot schedule
to start Nov. 25 in a number of markets for
its Dream Whip. Agency: Young &
Rubicam, N. Y.
TELL TIME TAKES TIME • Tell Time
Watch Corp., N. Y., character licensing
organization of 40 manufacturers and rep-
resenting some 70 items ranging from
watches to T-shirts and shoes, will make
major tv push in January. Firm has allocated
$500,000 to Saturday morning 15-minute
Adventures of Terry Tell Time, live-film
puppet show on CBS-owned WBBM-TV
Chicago, WHCT (TV) Hartford, WXIX
(TV) Milwaukee, KMOX-TV St. Louis and
KNXT (TV) Los Angeles. CBS Television
Spot Sales engineered program placed by
Goldenthal Agency, N. Y.
MORE FOR KENTS • P. Lorillard Co.,
N. Y., for Kent cigarettes, placing two to
three announcements weekly for 52 weeks
in about 20 major tv markets starting Dec.
18 for 52 weeks. Lennen & Newell, N. Y., is
agency.
Beaudin Headed for WBNY
Ralph Beaudin, manager of WBNY
Buffalo, understood to have been designated
general manager of KQV Pittsburgh, effec-
tive when American Broadcasting Network
takes over ownership of station. Closing of
$700,000 deal, already approved by FCC,
is set for first week of December. Before
taking over WBNY managership Mr.
Beaudin was with KOWH Omaha.
Broadcasting
November 11, 1957 • Page 9
PEOPLE
at deadline
TV NETWORKS' GROSS 4.3% AHEAD OF 1956
Network tv billings were on rise again
in September, compared to same month of
preceding year, after one-month setback in
which August volume failed to match bill-
ings fattened by heavy political broadcast-
ing in August 1956 [At Deadline, Oct. 7].
Gross time charges compiled by Pub-
lishers Information Bureau showed Friday
that all three tv networks had higher sales
in September 1957 than in September 1956,
for overall gain of 4.6%. In August all
three were down from August 1956 — month
of national political conventions and start
of earnest broadcast campaigning — by total
of 9.5%.
For first nine months of this year, PIB
data showed, total gross network billing
was $353,860,492— up 4.3% from same
period last year, with ABC-TV up 3.1%;
CBS-TV up 6.5%, and NBC-TV up 2.1%.
September total was $39,006,077 with
ABC-TV up 0.5%, CBS-TV up 8%, NBC-
TV up 2%.
The PIB statistics:
1956-1957 Comparison
ABC-TV
CBS-TV
NBC-TV
Sept.
Sept.
, %
Jan. -Sept.
Jan. -Sept.
%
1957
1956
Change
1957
1956
Change
$ 5,704,888
$ 5,673,910
+ 0.5
$ 58,282,982
$ 56,529,387
+ 3.1
19,870,151
18,399,872
+ ,8.0
173,410,530
162,811,764
+ 6.5
15,235,042
14,932,295
+ 2.0
137,383,095
134,519,341
+ 2.1
$40,810,081
$39,006,077
+ 4.6
$369,076,607
$353,860,492
+ 4.3
1957 Totals to Date
ABC-TV
CBS-TV
NBC-TV
Jan.
$ 6,715,581
$ 20,231,474
$ 16,554,941
Feb.
6,175,488
18,309,088
14,900,631
March
6,848,848
20,172,173
16,631,974
April
6,682,786
19,385,098
15,154,388
May
7,258,807
20,307,762
15,811,033
June
6,413,708
18,356,892
14,746,537
July
6,348,496
18,537,069
13,874,872
Aug.
6,134,380
18,240,823
14,473,677*
Sept.
5,704,888
19,870,151
15,235,042
Total
$ 43,501,996
39,385,207
43,652,995
41,222,272
43,377,602
39,517,137
38,760,437
38,848,880s
40,810,081
$58,282,982 $173,410,530
* Revised as of Nov. 7, 1957
Medical Profession Praises
Radio-Tv for Its Cooperation
Radio-tv won clean bill of health, if not
outright testimonial, from medical pro-
fession at joint NARTB-AMA conference in
Chicago last week.
Praise came from Dr. David B. Allman,
president of American Medical Assn., and
other speakers at discussions devoted to
use of local radio and tv in health field.
Dr. Allman cited AMA success in
producing films for local station use, pro-
viding visual aids and other assistance
to networks and independent program pro-
ducers and arranging for special radio-tv
news coverage of health developments.
Other speakers at clinic included
NARTB President Harold E. Fellows; Ed-
ward H. Bronson, NARTB director of tele-
vision code affairs; Stockton Helfrich, NBC
continuity clearance director; Roy E.
Morgan, executive vice president, WILK-
AM-TV Wilkes-Barre, Pa.; and Irving
Gitlin, CBS Public affairs director.
Relays Off Satellites Boosted
Idea of using space stations as radio and
tv relay points received significant boost
Friday by Russian scientist. In interview on
Radio Moscow, scientist identified as Prof.
Manayev said signals bounced back from
Page 10 • November 11, 1957
$137,383,095 $369,076,607
satellite would greatly increase scope of
radio, television and telegraph broadcasts.
Using sputniks 600-900 miles out, Manayev
said, would give Radio Moscow coverage
of thousands of miles, as big as entire Euro-
pean part of Russia.
PIB to Drop Network Tv Data;
Successor Service Discussed
Publication of monthly figures on net-
work television gross billings will be dis-
continued by Publishers Information Bureau
as of end of year, but negotiations are un-
derway for new and expanded service.
To fill gap left by PIB action, Leading
National Advertisers and Broadcast Adver-
tisers Reports are working on combined
service which they hope to have ready by
start of year. LNA compiles network tv
data for PIB which is operated by maga-
zine publishers, as well as other media
data. BAR monitors network broadcasts (as
well as local station in score of markets).
Discontinuance of PIB tv billing reports
was understood to stem from magazine pub-
lishers' unwillingness to continue under-
writing substantial portion of service's cost.
PIB discontinued publication of radio net-
work gross billings about two years ago —
because networks came to disagreement on
form reports should take.
ARTHUR E. DURAM, vice president in
charge of radio-tv, Fuller & Smith & Ross,
N. Y., named senior vice president. Also
announced Friday, new FSR radio-tv office
to open in Beverly Hills, Calif., Dec. 1, to
be headed by WJLLSON M. TUTTLE, with
agency two years.
JOHN F. HOWELL, account executive for
national sales, to general sales manager of
CBS-TV Film Sales, effective immediately.
He succeeds THOMAS W. MOORE who
joins ABC-TV as sales vice president (early
story, page 65).
TIMOTHY O'CONNOR, Chicago office,
Allen Kander & Co., media broker, to head
new Denver office at 1700 Broadway, that
city; JACK C. HOAG replacing Mr.
O'Connor in Chicago.
RDTG Members at NBC
Decline to Work Friday
As aftermath to dispute between National
Assn. of Broadcast Employes & Technicians
and Radio & Television Directors Guild at
NBC-TV (story, page 80), approximately
300 guild members employed by network
throughout country declined to work Fri-
day, charging "lockout."
When employes reported to work early
Friday, RTDG officials said, they asked
that their contract be enforced, claiming
right to instruct NABET cameramen and
other technicians directly under certain
conditions, eliminating liaison with techni-
cal directors, also members of NABET.
RTDG said NBC-TV officials rejected un-
ion's request, and directors, assistant direc-
tors and stage managers walked off. Other
RTDG members at NBC-TV stations
throughout country joined them in move,
union said.
Management staff conducted program-
ming operations with NABET technicians
without interruption, network spokesman
said. Network and unions resumed discus-
sions Friday night.
RADIO'S GENEROSITY
It may come as surprise to some 800
radio stations that they're giving away
thousands of dollars worth of adver-
tising to three Hearst magazines. But
that's number of stations that John A.
Clements, head of John A. Clements
Assoc., New York, claims he's servic-
ing with weekly 12-minute scripts
based on pieces appearing in Cosmo-
politan, Good Housekeeping and
House Beautiful. At least one broad-
caster who isn't taking service is out-
spoken about his reason for refusing
it: "It hardly seems practical to give
such valuable promotion, free of
charge, particularly to a medium which
itself recognizes the value of and, in
fact, depends upon advertising for its
existence."
Broadcasting
NOW
CHANNEL
100#000 WATTS
1,000 FOOT TOWER
iii
COVERS MORE OF
FLORIDA THAN
ANY OTHER
TV STATION
CHANNEL 2 MARKET FACTS
1.
1,881 new residents move in
this market weekly
2.
Billion dollar retail market
3.
Retail sales up 12% 1955-56
4.
Furniture-household-appJiances:
a. 51% of Florida sales
b. 176% sales gain 1955-56
5.
17,793 students enrolled in
Channel 2 area colleges
6.
180,788 TV homes
WESH-TV
Box 1712
Daytona Beach
Florida
AVERY-KNODEL, INC.
EXCLUSIVE NATIONAL REPRESENTATIVES
Broadcasting
November 11, 1957 • Page 11
7t will long survive in
the memory of everyone
privileged to have seen it!
JACK GOULD, THE NEW YORK TIMES
9
'Heaven" against "Sodom and Gomorrah"
TIME MAGAZINE
rrThe Green Pastures' was an unforgettable experience"
BEN GROSS, NEW YORK DAILY NEWS
ra TV achievement of glorious magnitude"
PAUL MOLLOY, CHICAGO SUN-TIMES
'first-class in every respect"
HARRIET VAN HORNE, NEW YORK WORLD-TELEGRAM & SUN
fresh and endearing . . . a triumph all the way around"
JOHN CROSBY, NEW YORK HERALD TRIBUNE
'frst-r ate from beginning to end"
JO COPPOLA, NEW YORK POST
v# high adventure in television viewing"
ETHEL DACCARDO, CHICAGO DAILY NEWS
The National Broadcasting Company is proud to have been asso-
ciated with the Hallmark Hall of Fame in this Milberg production
which brought millions of Americans a rich theatrical experience.
In the coming months there will be more Hall of Fame presentations
of the same distinguished nature. For example, "On Borrowed Time"
and Maurice Evans in "Twelfth Night" and "Dial M for Murder."
Such programs that "survive in the memory" will continue to be a
hallmark of the new season on . . .
NBC TELEVISION
TO TURN RANDOM
TUNERS INTO
VETERAN VIEWERS
Now — in many markets — three
great adventure - action series
combined into one great 5-day -
a-week show! Why pay a pretty
penny for programs when you
can get top-rated series in your
market and hold on to all of
your own cash! For complete
details about this new plan,
phone today. Or wire Michael
M. Sillerman at TP A for your
market's availability.
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
IN REVIEW
THE SEVEN LIVELY ARTS
Someone once said a people is known by
its heroes. The first program of the The
Seven Lively Arts took a look at the U. S.
through its "love gods and goddesses" at-
tempting an essay on "The Changing Ways
of Love." In spite of some wonderful
moments, the net total was too much mind
and not enough heart.
An ambitious concept, a literate ap-
proach and flashes of wit illuminated the
presentation. But three moderators (Messrs.
Crosby, Perelman and Wallace), film clips,
dramatizations, cartoons and conversations
added up to too much to be a good thing.
The individual personalities of the three
moderators did not make an entirely com-
patible blend and the general tendor of
things turned "The Changing Ways of Love"
into a sociological study, complete with
weighty pronouncements, instead of a charm-
ing habit in which people have been indulg-
ing for a long time.
But, again, there were wonderful mo-
ments: Through film clips, Valentino and
Gilbert, Clara Bow and Garbo, Cagney,
Robinson and Gable moved once again
across the screen. The script glittered in-
termittently: the prosperous 20's when
"people who had everything couldn't be
happy"; the crash, when "nobody had any
money and that changed everything"; the
advent of psychology, when "the problems
of Americans in love started on one couch
and ended on another. . . . There was Freud
if you could afford it, and, if not, Our
Gal Sunday." The young Frank Sinatra was
characterized as the answer "to the urchin
complex in every woman," and about tv,
it was noted, "Love is always connubial,
with nothing to distract from the tooth-
paste."
Flashes of fun and brightness do not
make a wholly successful entity, but enough
was good in this first entry to kindle the
desire for more. The promise of some
Sunday afternoon excitement is there.
Production costs: Approximately $200,000.
Sustaining, on CBS-TV, Sun., 5-6 p.m. EST.
Started Nov. 3, live from New York.
Moderators: John Crosby, S. J. Perelman,
Mike Wallace.
Cast: Piper Laurie, Rip Torn, Jason Robards
Jr., Dick York.
Executive producer: John Houseman; pro-
ducer: Judd Kinberg; writer: S. J. Perel-
man; director: Sidney Lumet; associate
director: Bruce Minnix.
LUCILLE BALL-DESI ARNAZ SHOW
Fans of / Love Lucy, and that includes
just about everybody, must have been re-
lieved Wednesday on watching the first
Lucille Ball-Desi Arnaz Show on CBS-TV
to find that the only things about the pro-
gram that have been changed are the title
and the length.
Lucy is still the impulsive, rattle-brained,
lovable, laughable creature she has been for
the past six seasons. Desi (Ricky) is still the
same bewildered male whose explosive Latin
nature, after a strong assertion, always gives
way to sympathetic consideration for Lucy.
The Mertzes are still the same friendly
neighbors, alternately helpful and interfer-
ing. Best of all, the program is still a wacky
presentation of a world in which pratfalls
are a normal part of the daily routine; in
which the amateur, suddenly called on to
replace the ailing star, is letter-perfect in
the part, and in which any resemblance to
real life is strictly accidental.
The first show of the new series opens
in the Ricardo home with Lucy, Ricky and
Ricky Jr. being interviewed by Hedda Hop-
per. But, to answer her how-did-you-meet?
bit, the scene soon switches to 1940 and
two romance-seeking stenos (Miss Ball and
Ann Sothern) on a vacation cruise to Ha-
vana, where they find romance as personified
by Desi Arnaz and Cesar Romero. High-
lights are the girls' shipboard pursuit of
Rudy Vallee, ending only when he jumps
overboard; an amazing love duet between
Lucy and Ricky, done on bongo drums; the
jail scene where the girls get innocently
cockeyed, a sequence as hilarious as the
situation is hackneyed.
With a full hour at their disposal, in
place of the previous 30 minutes, the writers
and directors spread themselves so much —
and so effectively — that Executive Producer
Desi Arnaz refused to cut it below 75
minutes. So, with the assistance of U. S.
Steel, which "for this night only" cut its
Steel Hour to 45 minutes, the first of the
Lucy-Desi hour-long program series ran for
an hour and a quarter. The result thoroughly
justified the extension.
If a carp may be added to the cheers,
the liberal use of close-ups of Miss Ball and
Miss Sothern seemed a mistake. They're
both charming ladies and gifted comedi-
ennes, but they've been out of the giddy
young thing class for quite a few years now
and their girlish clothes and hairdos did
more to emphasize this fact than to con-
ceal it.
Production cost: Approximately $350,000.
Sponsored by Ford Div., Ford Motor Co.,
through J. Walter Thompson Co. on
CBS-TV as five special telecasts this sea-
son, the first on Nov. 6, 8-9:15 p.m.
(others to be one hour each).
Executive producer: Desi Arnaz; producer:
Bert Granet; director: Jerry Thorpe;
writers: Madelyn Martin, Bob Carroll Jr.,
Bob Shiller, Bob Weiskopf; director of
photography: Sid Hickox.
Seen & Heard
Not all television is, to quote the bard,
"gutless." Take Jack Paar's Tonight Tuesday
nights when he plays host to acid-tongued
social gadfly Elsa Maxwell. It takes sheer
nerve on the part of both NBC-TV and Mr.
Paar to allow this magnificently witty crea-
ture to go trampling on whatever topic she
chooses. Last Tuesday, for example, she
tackled that sacred cow named Jayne Mans-
field, noted that her bosomy display was
"disgusting." She also took apart New York
Herald-Tribune critic-turned-performer John
Crosby. Miss Maxwell said that Mr. Crosby,
in trying to host what she called CBS-TV's
"Seven Deadly Arts," was like a "man with
a long grey beard" who lacked both humor
and an ability to read the TelePrompTer.
Mr. Paar, a potential victim of critic Crosby's
Page 14 • November 11, 1957
Broadcasting
1
^ *
•>
r
•?•♦>♦>•:«
Radio Baltimore Radio Boston
Radio Chicago Radio Memphis
WJJD WMP
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES. INC.
!1
Broadcasting
November 11, 1957 • Page 15
Don McNeill:
American Radio's super-salesman
headlines The Breakfast Club —
a live hour of music and fun—
for the 24th year in a row,
weekdays, 9 to 10 am
radio's No. 1 ladies' man !
When you talk about listener loyalty, you have
to start with American Radio's Don McNeill
— the showman-salesman who has built the
most devoted housewife audience in radio
history. When he talks, they listen. When he
sells, they buy.
And how they buy! Every week some
10,000,000 people listen to Don McNeill's
Breakfast Club, a solid hour of live fun (comic
Sam Cowling, comedienne Fran Allison) and
live music (vocalists Dick Noel and Jeril
Deane, Eddie Ballantine's orchestra). And
every week Breakfast Club advertisers see the
happy results as these loyal listeners develop
product loyalties.
One big reason why right now more than 25
top advertisers are using The Breakfast Club
to sell their products. How about you?
the lifB one is
vIERICAN
BROADCASTING
NETWORK
IN REVIEW CONTINUED
SELL OKLAHOMA CITY WITH
CHOICE 60 SECOND AVAILABILITIES
D
5
EXCLUSIVE
ABC
KGEO-TV
FULL POWER 100,000 WATTS
1,386 FT. ABOVE AVERAGE TERRAIN
GEORGE STREETS, STATION MANAGER
CHARLIE KEYS, SALES MANAGER
REPRESENTED BY BLAI R^^/^^ASSOCIATES ,
Page 18 • November 11, 1957
barbs, winced visibly, tried to repair the
damage by insisting Miss Maxwell apologize
and wish performer Crosby good night. She
did, but not before adding, "I still think he
shouldn't be on television."
BOOKS
THE CLOWNS OF COMMERCE, by Wal-
ter Goodman; Sagamore Press Inc., 50
Rockefeller Plaza, New York 20, N. Y.
278 pp. $4.95.
This is another of the currently fashion-
able broadsides — including not only books
and articles but motion pictures as well —
which have been bombarding, in satirical
wrath, "the motives and morals of the pro-
fessional persuaders . . . advertising execu-
tives, public relations counselors, promotion
men, motivational researchers ... in every
field." It shows no mercy to the adman:
' "The person who crams his soul into a tube
of toothpaste is pathetic." It assails Billy
Graham: "From the qualities which have
raised him to his brilliant successes must
spring his ultimate failure." It tunes out the
nation's radio sets: ". . . soaked in a suffocat-
ing fragrance of camphor . . . camouflaged
by dust on the high shelves of storage
closets . . . [and] they deserve no better."
Some of what author Walter Goodman
says is wise, some is true, much is well-
written. But like many another intellectual
debunker, Mr. Goodman cannot seem to
distinguish between the symptoms of what
he claims is a disease and the disease itself.
He expels his contempt wholesale in one
direction, failing to realize that it is difficult
to consider a portion of the American social
fabric without considering the whole, that
dissecting one aspect of our society in com-
parative isolation is merely courting the
superficial.
In refusing to clearly define their real
target, to adequately channel and fully de-
velop their often justified pique, Mr. Good-
man and his fellow critics contribute to the
confused sense of proportions which they
so desperately deride.
THE BIG NAME, by William M. Freeman;
Printers' Ink Books, Pleasantville, N. Y.
230 pp. $3.75.
Representing Printers' Ink Publishing
Co.'s first venture into the popular field after
long success in trade publishing, Mr. Free-
man's volume gives a factual and entertain-
ing inside look at one phase of the adver-
tising world not too well understood — en-
dorsements of products and services by "big
names." A business and advertising writer
for the New York Times, Mr. Freeman does
a creditable job without resorting to the
sensationalism employed by some other
writers who have discoursed on the adver-
tising world.
The Big Name traces testimonial adver-
tising from the days when it was in dis-
repute (because not true) to the present
when 8,000 celebrities have consented to
link their names with products. Although
specific media problems are not discussed,
the book is detailed enough to serve the
newcomer to advertising as a textbook on
testimonial techniques and copy practices.
Broadcasting
A Vital Force in Selling Toddy's Omaha
Broadcasting
November 11, 1 957 • Page 19
KWKW
carries more*
SPANISH
LANGUAGE
programming
THAN ANY
OTHER
STATION
in the
UNITED
STATES
join these current
BLUE CHIP
advertisers
Cheer
Fritos
Eastside Beer
Foremost Milk
La Pina Flour
Safeway Stores
Bank of America
Capitol Milling
Langendorf Bread
Salem Cigarettes
Quaker Masa Harina
Thrifty Drug Stores
Wrigley's Chewing Gum
Italian Swiss Colony Wines
Lucky Strike Cigarettes
Robert Hall Clothes
Barbara Ann Bread
Feenamint & Chooz
Camel Cigarettes
Desmond's Stores
White King Soap
Carnation Milk
Folgers Coffee
Black Draught
Weber's Bread
Cal Mex Foods
7-Up
'SPONSOR'S BUYERS GUIDE
PASADENA* LOS ANGELES
\ Spanish Language
V Stalion y
L. A.— RYan 1-6744
S. F. — Theo B. Hall
Eastern Rep. — National Time Sales
OPEN MIKE
Viceroy's 'Biggest Laugh'
editor:
I have been following cartoons in busi-
ness and trade papers for years. Definitely,
my biggest laugh came from the Sherwin
L. Tobias sketch [Editorial page, Oct. 21].
If available, I would like the original art
for permanent display in my Louisville
office. I'll finish the count — more than
20,000!
Always looking forward to your next
issue . . .
E. M. Lewis
President
Brown & Williamson Tobacco Corp.
Louisville, Ky.
••12,321
12,322
12,323
[EDITOR'S NOTE— Original of the above has
been sent to Mr. Lewis.]
Fetier's Veterans: 395 Years
EDITOR I
Several weeks ago, Fetzer Broadcasting
Co. held its annual Ten Year Club party at
which six new members were admitted.
This makes 28 employes who have been
with the company for 10 years or more.
Total service in broadcasting by club mem-
bership is 395 years experience. If there is
any other radio and tv station in the U. S.
with more than a third of its employes who
have been with the company 10 or more
years, we'd like to hear about it.
Marjorie Marquardt
Promotion Dept.
Fetzer Broadcasting Co.
Kalamazoo, Mich.
Separation Might Go Further
editor:
I noted an item [Closed Circuit, Oct.
21] that the broadcasting industry is a little
bit upset because it has been allowed only
30 minutes to tell the story of radio and
television [at Public Relations Society of
America convention this month] while other
media such as magazines, newspapers, etc.,
have each been given approximately 30
minutes. The broadcasters feel that radio
and television are separate media and should
each have 30 minutes.
I agree that they are separate media and
Broadcasting Publications lae.
Sol TaishofT
President
H. H. Tash
Secretary
Maury Long
Vice President
B. T. Taishoff
Treasurer
Edwin H. James
Vice President
Irving C. Miller
Comptroller
BROADCASTING*
TELECASTING
THE BUSINESSWEEK LY OF TELEVISION AND RADIO
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood),
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Wm. R. Curtis, Jacqueline Eagle,
Myron Scholnick, Ann Tasseff, Jim Thomas
EDITORIAL ASSISTANTS: Rita Cournoyer, Frances
Pelzman, Benjamin Seff
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
SALES MANAGER: Winfield R. Levi (New York)
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
CLASSIFIED ADVERTISING: Doris Kelly
ADVERTISING ASSISTANTS: Stan Hall, Ada Michael,
Jessie Young
COMPTROLLER: Irving C. Miller
ASSISTANT AUDITOR: Eunice Weston
SECRETARY TO GENERAL MANAGER: Eleanor Schadi
CIRCULATION & READER'S SERVICE
MANAGER: John P. Cosgrove
SUBSCRIPTION MANAGER: Frank N. Gentile
CIRCULATION ASSISTANTS: Gerry Cleary, Christine
Harageones, Charles Harpold, Marilyn Peizer
BUREAUS
NEW YORK
444 Madison Ave., Zone 22, PLaza 5-8355
Editorial
SENIOR EDITOR: Rufus Crater
BUREAU NEWS MANAGER: Lawrence Christopher
AGENCY EDITOR: Florence Small
ASST. NEW YORK EDITOR: David W. Berlyn
NEW YORK FEATURES EDITOR: Rocco Famighetti
STAFF WRITERS: Ruth L. Kagen, Frank P. Model,
Diane Schwartz
Business
SALES MANAGER: Winfield R. Levi
SALES SERVICE MANAGER: Eleanor R. Manning
EASTERN SALES MANAGER: Kenneth Cowan
ADVERTISING ASSISTANT: Donna Trolinger
CHICAGO
360 N. Michigan Ave., Zone 1, CEntral 6-4115
MIDWEST NEWS EDITOR: John Osbon
MIDWEST SALES MANAGER: Warren W. Middleton,
Barbara Kolar
HOLLYWOOD
6253 Hollywood Blvd., Zone 28, Hollywood 3-3148
SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: Bill Merritt, Virginia
Strieker
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
SUBSCRIPTION PRICES: Annual subscription for 52
weekly issues $7.00. Annual subscription including Year-
book Number $11.00. Add $1.00 per year for Canadian
and foreign postage. Subscriber's occupation required.
Regular issues 35^ per copy; Yearbook Number $4.00
per copy.
SUBSCRIPTION ORDERS AND ADDRESS CHANGES: Send
to BROADCASTING Circulation Dept., 1735 DeSales St.,
N.W., Washington 6, D. C. On changes, please include
both old and new addresses.
BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*— The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Offlc*
Copyright 1957 by Broadcasting Publications Inc.
Page 20
November 11, 1957
Broadcasting
Service ut
ike rewwi Mcye>/< Market .
UVIore than 25 new CBS-TV -programs
will "be seen by the 187000 television
homes in ify Peoriarea -~
Tor top network adjacencies and the
15EST in news, sports, and feature
program availabilities..-
I ttii
Contact
Robert M. Rile y
DIRECTOR. OF SALES
Peters, Oriffm,^Hoodward , £xclusiv£ 1%t'l Representatives
Broadcasting
November 11, 1957 • Page 21
OPEN MIKE CONTINUED
Make WPTl
*mme/m ^
*ANN SB
Hitch your campaign to a
WPTF personality and watch
sales zoom. They are household
names in 84 counties . . . yes
84 . . . where WPTF reaches
over 50% of all radio homes.
In Raleigh-Durham, Wilson,
Rocky Mount or Fayetteville.
In Chapel Hill, Greenville,
Danville, Va., or Dillon, S. C.
. . . WPTF personalities are
a first class passage to happy
selling.
Sly
StLTMAM
WPTF
50,000 WATTS 680 KC
NBC Affiliate for Raleigh-Durham
and Eastern North Carolina
R. H. Mason, General Manager
Gus Youngsteadt, Sales Manager
PETERS, GRIFFIN, WOODWARD, INC.
National Representatives
just thought I would drop a reminder that
serious consideration should be given to
separate associations for radio and televi-
sion. But at the same time, I'll bet the boys
who make the presentation for both radio
and tv in 30 minutes will sell more souls
and time than their competitors.
Edgar Kobak
Consultant
New York City
'Talent Agents Story Superb'
editor:
Your story on talent agents and their rates
[Lead Story, Oct. 21] was a superb job of
trade journalism.
Richard M. Pack
Vice President
Westinghouse Broadcasting Co.
New York City
EDITOR:
I wish to compliment on your layout in
"Talent Agents" [Lead Story, Oct. 21] in
which you depict how four talent agents con-
trol 40% of nighttime network tv. I recog-
nize that motion pictures and tv have, to a
degree, merged as one business. As such it is
rather revealing how the agents have grown
and taken it upon themselves to develop and
originate talent. Most surprising is the fact
that this was the primary function of the
motion picture studios and the networks.
From your comments, we evidently are wit-
nessing a radical change.
Herbert Aller
Editor
International Photographer
Hollywood
[EDITOR'S NOTE: Mr. Aller is also business
representative of International Photographers,
IATSE Local 659.]
Two More Dissents
editor :
I note your bravery in defying the indus-
try taboos against hard liquor advertising
[Editorials, Oct. 28]. I commend bravery
but believe it could be more commendably
exercised for more worthy causes. Ameri-
cans already spend over twice as much for
alcoholic beverages as they do for educating
their children. I do not believe that upping
this figure would be a goal for Americans —
including broadcasters — to be proud of.
John David George
Production Director
KQXM Riverside, Calif.
editor:
. . . The radio industry spends hundreds
of thousands of dollars annually to combat
polio, cancer, tuberculosis and similar dis-
eases. Yet you advocate and champion the
cause of liquor which kills and damns many
times more than all these added together.
. . . The broadcaster does have, as you
say, "legal rights." but he also has a cor-
responding moral responsibility and I hope
the day never comes when the industry will
sell the lives and happiness of their neigh-
bors and their own homes for a wee bit of
the distillers" blood money.
5. N. Whitcanak
Kansas City, Mo.
Our Readers at Standard Oil
editor:
. . . Let me say we enjoy Broadcasting
very much and look forward to seeing it
each week Your reporting is well done and
the entire makeup of the magazine is ex-
cellent.
R. P. Copperand
Advertising Dept.
Standard Oil Co. of California
San Francisco
He Reasoned the Same Way
EDITOR :
Congratulations on your name change.
Two years ago I was faced with the problem
of how to title a book that dealt with the
fundamentals of radio and television. After
much soul searching, I called it Broadcasting
in America, gambling on the belief that
soon the industry itself would also want to
emphasize the underlying unity of the
broadcasting media.
Sydney Head
Director, Radio-Tv Film Services
U. of Miami
Miami, Fla.
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
1735 DeSales St., N. W. Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
□ 52 weekly issues of BROADCASTING $7.00
□ 52 weekly issues and Yearbook Number 11.00
□ Enclosed □ Bill
name title /position*
company name
address
ctty
Please send to home address — —
Page 22 • November 11, 1957
Broadcasting
Buying time on radio has become an increasingly complex function. We've made it
easy. In the mails this week, and effective December 1, is a brand new
system of rates for our stations — the end result of intensive research and
preparation.
On the 6 new CBS-Owned Radio Station Rate Cards the same basic structure applies
for all the cards. Once you understand one, you understand all six.
The cards are uniform.
The streamlined format (especially net-cost-per-unit rates in whole dollars)
simplifies your job of computing complicated schedule costs.
If the test of a rate card is its efficient use — then we know you'll find ours
a marked improvement. AN0THER LEADERSHIP STEP BY THE CBS-OWNED RADIO STATIONS...
WEEI, BOSTON
WBBM, CHICAGO
KNX, LOS ANGELES
WCBS, NEW YORK
KMOX, ST. LOUIS
KCBS, SAN FRANCISCO
Represented by
CBS Radio Spot Sales
CBS-OWNED
RADIO
STATIONS
the key station in
MICHIGAN'S*
MIGHTY MIDDLE
MARKET
with a 24 hour schedule and
5000
LIVELY WATTS
has over twice the number of
listeners than all other stations
combined in
(March-April, 1957— C. E. Hooper, Inc.)
A
K
LANSING
¥
contact Vernard,
Rintoul & McConnell, Inc.
* 17 Central Mich-
igan counties with
$1,696,356,000
spendable income.
OUR RESPECTS
to Andrew Gallagher Haley
Whenever Andy Haley goes abroad — and it's as frequent these days as rockets
and satellites going into outer space — his family, his friends and his business
acquaintances are bombarded with picture post cards from far off places. They have
a special flavor because almost invariably they're bought in one country, written in
another and mailed in a third. Only recently friends received a picture post card of
Paris, postmarked Rome and telling about Barcelona.
This wide ranging travel is typical of Mr. Haley. His interests are as vast as his
travels. His main activity is as a broadcast attorney in Washington but in the last few
years he has become nationally and internationally famous in the field of rockets
and space travel. Only last month he was elected president of the International
Astronautical Federation.
Not for nothing is Mr. Haley sometimes referred to as Haley's "comet." His
energies are tremendous. And he looks the part. He is big and burly, six feet tall and
200 pounds, and he is continuously engaged in far-flung enterprises — from visiting
clients in the Pacific Northwest to an international rockets meeting in the Far East.
He entertains frequently and lavishly. He also is a gourmet and a gourmand.
Yet in counterpoint to this unflagging activity he has surrounded himself with
antiques. In one corner of his office sits a large, kneehole desk once owned by 1 8th
Century author Horace Walpole. In another corner is an intricately-inlaid teakwood
period end table. And on the wall hangs a Botticelli triptych.
Andrew Gallagher Haley was born in Tacoma, Wash., Nov. 19, 1904. After high
school classes young Mr. Haley worked for the Tacoma News-Tribune. He was in
circulation, manned the switchboard, covered area high school activities, and worked
on the city desk covering general news, police and court beats. He made $47 a week at
his peak — which was a superior income in those days for a teenager. Even today Mr.
Haley's blue eyes sparkle at the excitement of his newspaper days.
In 1923, Mr. Haley went to Washington, D. C, where he entered Georgetown U.
After two years of undergraduate studies and four years of law school he received
his LL.B. This was 1928. It was six years later that he added a B.A. to his name,
from George Washington U. in Washington, in 1934.
He returned to Tacoma in 1928 and went into private practice. In 1932 he became
administrative assistant to newly-elected Rep. Wesley Lloyd (D-Wash. ), who served
in the 73rd and 74th Congresses. In 1933 Mr. Haley received an appointment to
the Federal Radio Commission as an attorney. Colleagues still remember him as the
nemesis of broadcasters who touted illegal products on the air (goat glands, cancer
cures, birth control drugs).
After six years in radio regulation, Mr. Haley and W. Theodore Pierson (then
- another FCC attorney now the senior of Pierson, Boil & Dowd) joined in forming
a law partnership specializing in radio practice. Today Mr. Haley is the senior mem-
ber of Haley, Wollenberg and Keneham.
As guns began to boom in Europe in 1939, Mr. Haley was asked by his friend,
Dr. Theodore von Karman, world renowned aerodynamist, to assist in establishing
a commercial firm to manufacture rockets. This Mr. Haley did, becoming first
president of Aerojet Engineering Corp. Aerojet subsequently was sold to General
Tire & Rubber Co., but Mr. Haley has continued his interest in rockets and aero-
dynamics. He was president of the American Rocket Society in 1954 and was first
chairman of ARS' space flight committee. He has been a vice president of the
International Astronautical Federation, and became president of IAF last month.
Mr. Haley made international news with the advent of Sputnik I when he recom-
mended that the moon be proclaimed an autonomous territory (to forestall space
grabs by Russia or any other country). He also urged that national sovereignty be
limited to 275,000 feet above the earth. This is the area where aerodynamic "lift"
ceases. He also recommended that the International Telecommunications Union in
Geneva set up a system of spectrum allocations for space communications.
In 1934 Mr. Haley married Delphine Delacroix of Mobile, Ala. The family consists
of two children, Delphine, 21, and Andrew G. Jr., 19, and a nephew and niece,
Andrew John Vogt, 14, and Mary Michaela Vogt, 12. He is a member of the Ameri-
can Bar Assn., the Federal Communications Bar Assn., Delta Theta Phi legal fra-
ternity and the National Press Club.
Right now, Mr. Haley is on a nationwide lecture tour with Germany's Dr. Welf
Heinrich, talking to law school and Scientific groups about space law. They began
Nov. 4 at Princeton U. and will end Nov. 26 in Washington, addressing the
combined law schools of U. of Maryland, American U., Georgetown U., Catholic U.
and George Washington U.
WILS
c^ofa
Page 24 • November 11, 1957
Broadcasting
YOU CAN'T MISS!
with
WEAUTV
Eau Claire
in Wisconsin
Programming the BEST of all three networks, ABC,
NBC and CBS.
A single station market in the heart of Wisconsin . . .
covering twice the population and twice the area
with our new 1,000 foot tower with maximum
power.
Serving the giant land of 3A million people and two
million cows.
WEAU-TV
Claire, Wisconsin
SEE YOUR HOLLINGBERY MAN
n Minneapolis, see BILL HURLEY
Broadcasting
November 11, 1957 • Page 25
Know
Charlotte
by the
company
it keeps
Postal Receipts,* indicating
business "velocity," prove
Charlotte travels with or
surpasses such "First Fifty"
citiesf as: New Haven, Phoenix,
and Springfield. Charlotte's first
fifty velocity is best harnessed
by WBT Radio, the station that
is 711% ahead (NCS#2) of
its nearest Charlotte competitor
in total audience.
tStandard Metropolitan Area Population
Postal Receipts, *U.S. Post Office Department 1955
Springfield $3,424,003 • Charlotte
$4,679,765 • New Haven $4,918,787 •
Phoenix $4,188,451
Represented Nationally by CBS Radio Spot Sales
CHARLOTTE, N. C.
Jefferson Standard
Broadcasting Company
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Vol. 53. No. 20 NOVEMBER 11, 1957
BALTIMORE PROPOSES 9V2% AD TAX BITE
• Broadcasters, advertisers unite in opposition, fear trend
• Mayor's plan asks 7y2% tax on ad sales, 2% on ad receipts
Baltimore broadcasters — faced with eco-
nomic strangulation by a city administration
that wants to balance its budget at the ex-
pense of all advertising media — are finding
broadcasters everywhere sharing their ap-
prehension.
Baltimore Mayor Thomas D'Alesandro
Jr.'s twin proposal would place a sales tax of
7V2% on sales of advertising along with a
2% levy on gross receipts from advertis-
ing. City Budget Director Charles L. Benton
claims this could mean an extra $4.2 million
for Baltimore's coffers.
Should the proposal become a reality,
there's speculation as to how the get-rich-
quick germ might infect other cities and
even states. At the present time broadcasters
in five states and Hawaii already are subject
to business taxes on their gross receipts.
One day of reckoning may be next
Wednesday when the City Council holds
hearings on the proposal. As of last week-
end, broadcasters were uniting forces with
other media and allied groups in a deter-
mined effort to stop the plan.
In the forefront is the Maryland-D. C.
Broadcasters Assn. along with Maryland
Press Assn., the Advertising Club of Balti-
more, Baltimore Public Relations Councils,
merchant organizations, trade unions and
countless individuals, all unanimous in the
stand that advertising media and local busi-
ness as well would be throttled by the
measure.
In addition, support of the fight against
the tax is coming from outside the Balti-
more area from stations and groups such
as the Television Bureau of Advertising.
Following initial approval of the plan by
the local board of estimates, broadcasters
met the morning of Nov. 1 and drafted
opposition resolutions that were carried
over to an afternoon meeting with other
groups. Each broadcaster registered per-
sonal protests with the mayor and city
council.
It was pointed out that a loss of revenue
by media would pave the way for an eco-
nomic decline in Baltimore business gen-
erally. Stations would be forced to pass the
1V2% bite on to advertisers in the form of
higher rates, while advertisers would be
faced with a higher cost per impression.
Advertisers generally would be reluctant to
raise budgets in the area and in some cases
it is reported, would cancel.
There was some talk that broadcasters
might even be forced to relocate beyond
the city limits. The point was raised that
stations outside of Baltimore would enjoy
a competitive advantage from lower rate
cards not affected by the proposed tax.
Critics of the plan also contend that
adoption could bring a similar statewide
tax from the Maryland General Assembly.
Fred S. Houwink, president of the Mary-
land-D. C. Radio & Television Broadcast-
ers Assn., sent a formal pro-
test last Wednesday to the
mayor and city council in
which he termed the tax dis-
criminatory.
"A tax on advertising could
be used to drive local radio
and television stations and
newspapers out of business,
depriving the people of their
right to news and information
and impairing the nation's
communication system. Taxes
of this nature could provide
the means for bringing such
great pressures on the fourth
estate that our priceless free-
dom of the press would be
lost," the radio-tv association
declared in its official protest to the tax.
In another protest lodged in his capacity
as general manager of WMAL-AM-TV
Washington, Mr. Houwink said the tax
would prove an economic drag on Balti-
more and could ultimately drive various
advertising media out of the city.
TvB President Norman E. Cash, in a
telegram to President Leon Abramson of the
Baltimore City Council and Mayor D'Ale-
sandro, said the "revolutionary" tax "would
inevitably lead to a great diminution of ad-
vertisers' investment in Baltimore which
would directly trace to lower sales, jobs and
Baltimore's D'Alesandro
SCREWBALL OR GENIUS
Of Mayor Thomas D'Alesandro Jr.'s
advertising media tax proposal, the
Baltimore Evening Sun climaxed its
opposition editorial: "They [the mayor
and his followers] may think they are
geniuses for thinking up something
original. The difference between the
genius and the screwball, however, is
not too wide. The screwball is the
man whose genius produces something
that will not stand the test of experi-
ence . . ."
the economic and political life of one of our
major cities which, under your direction is
now contributing so strongly to our economy,
defense and culture."
Instead of spending in Baltimore at their
current rate, he suggested, advertisers faced
with the tax would divert some of their
Baltimore budgets to "neighboring cities"
and to "other great cities of the country"
with which, as a city, Balti-
more is in competition.
Mr. Cash stressed advertis-
ing's "necessary role in cre-
ating this desirable economy"
in which the U. S. has raised
"the levels of our standard of
living," as compared with the
rest of the world.
Taxes on advertising al-
ready are in effect in five
states: Arizona, Delaware, In-
diana, New Mexico and West
Virginia, though on a more
moderate scale than the Balti-
more proposals.
Most recent setback to ra-
dio-tv came this summer in
Hawaii where the Hawaiian
Assn. of Radio & Television Broadcasters
fought a 3V2% territorial tax on business
concerns that was extended to broadcasters.
In that particular instance, the added cost
was not passed along to advertisers until the
U. S. Supreme Court finally upheld the
legality of the tax [International, Sept.
23].
New Mexico in the fall of 1951 was suc-
cessful in imposing a 2% sales tax on all in-
tra-state advertising receipts. While a lower
court had ruled that broadcasting was ex-
empt because of its inter-state character, the
New Mexico Supreme Court reversed the
decision holding that the tax should be paid
by radio-tv stations on local advertising
billings.
An unsuccessful attempt was made in
1951 to impose a privilege tax on Oklahoma
stations and a 5% tax on gross receipts of
Oklahoma stations. The privilege tax or li-
cense would have imposed a levy of 1 0 cents
per watt, or a total tax bill of $5,000 for a
50 kw outlet.
Of the gross receipts tax, 5% would have
been applied to the Oklahoma state tax com-
mission and the rest to general revenue. The
commission would have received 2% of the
license income, with the rest to general reve-
nue.
Broadcasting
November II, 1957 • Page 27
ADVERTISERS & AGENCIES
Dancing girls and dancing waters intro-
duced the 1958 Dodge and Plymouth
lines with a splash on the regular Law-
rence Welk Top Tunes and New Talent
on ABC-TV.
Originating live from the Beverly Hil-
ton Hotel, Beverly Hills, Calif., the three
commercials were broadcast Oct. 28.
The three-minute commercials became
miniature tv spectaculars as more than
100 tv technicians, actors, models and
dancers presented the new car models to
a black-tie audience of more than 500
dealers and guests.
The opening Dodge commercial was
set at the edge of the hotel pool, with
the car raised on a seven-foot revolving
dais. Dancers performed before a back-
ground of dancing waters (produced by a
mechanism installed for the commercial),
telecast in reverse polarity so that the
waters appeared black and the silhouettes
,R SPLASH
of the girls white. As the polarity switched
to positive, the girls withdrew, the waters
dropped and the '58 Dodge was revealed
(above).
For the second commercial, the '58
Plymouth was driven up a 30-foot ramp
through the ranks of dancers and diners
to the bandstand.
In conclusion, the cameras returned to
the pool, on which floated the insignia of
Chrysler's "Forward Look" (also shown
above). Welks-men admired eight new
Dodges and Plymouths while Les Dia-
mond, Dodge vice president in charge of
sales, and Jack Minor, his Plymouth
counterpart, made brief statements about
prospects for the coming year.
Production credits for the fanfare go
to John Gaunt, vice president of Grant
Adv. Inc., Hollywood, and his producers:
Jack Parker, Niles Cunningham and Mer-
rill Sproul.
Ritchie Account Moves
To Kenyon & Eckhardt
Billing growth and network television are
top considerations in the shift of the $5 mil-
lion Harold F. Ritchie Co. account from
Atherton & Currier to Kenyon & Eckhardt,
effective Feb. 1 [Advertisers & Agencies,
Nov. 4].
According to the advertiser, Ritchie (a
sub-division of Beecham Ltd., world-wide
cosmetics, patent-drug and food manufac-
turing chain) will increase its billing to $7
million of which about $6.1 million will go
to Brylcreem, Ritchie's hair dressing product.
Brylcreem spends about 98% of its alloca-
tion in television. The next major change in
strategy, the client says, is to shift from
heavy evening spot activity (principally in
syndicated feature films) to network tele-
vision.
Also shifting to K&E will be Eno Antacid,
a radio user. Scott's Emulsion, another
Ritchie product, left A&C last year for J.
Walter Thompson Co. Scott's uses radio but
only on a limited scale.
The Canadian portion of the ' account
(billing separately), had also been handled
by A&C through its Toronto office, but ef-
fective Dec. 1, MacLaren Adv. will assume
the Canadian duties on Brylcreem. Canadian
business for Eno and the Canadian-marketed
Lucozade, MacLeans toothpaste and allied
products will be taken up by McConnell,
Eastman & Co.
The Brylcreem story is one of success
through television. The world's largest sell-
ing hair product (world-wide sale: 60 million
packages a year) was not introduced in the
U. S. until after World War II. For the first
few years, A&C (assigned the account in
1945) placed Brylcreem in print media, then
began approaching tv "cautiously . . . but
with an open mind," according to A&C
Media Director Hubert Sweet.
Initial tv activities were limited to late
evening spot announcements but in as many
as 105 markets. A year ago Brylcreem began
dropping late night tv and, wherever it could
afford it, started purchasing participations
in syndicated film properties. As of last
week, roughly one-third of Brylcreem's 90-
market lineup was devoted to sponsorship
of such properties as The Silent Service,
26 Men, Grey Ghost, Boots and Saddles
and Decoy. It tested syndication last fall in
six southeast markets with participations in
The Sheriff of Cochise and Frontier.
Through television, Brylcreem rose from
total obscurity to the fourth-ranking hair
dressing in the U. S. Its competitors are
Wildroot Co., Chesebrough-Ponds (Vase-
line) and Bristol-Myers Co. (Vitalis).
According to William G. Ohme, Ritchie
marketing director, the firm screened four
agencies — J. Walter Thompson Co., Cunn-
ingham & Walsh, J. M. Mathes and K&E —
but asked for no presentations. He said K&E
was picked principally because of its im-
pressive experience in television and be-
cause of its branch-office structure. K&E has
offices in Chicago, Detroit, Atlanta, San
Page 28 • November 11, 1957
Francisco, Boston and Hollywood.
Although the account loss has consider-
ably damaged A&C's billing structure, there
will be no wholesale staff reductions, agency
officials said Wednesday.
According to Mr. Ohme, Ritchie took
cognizance of the "audience factor" in tele-
vision. He said it's a "good assumption" that
Ritchie will take the network plunge. "Only
by keeping your tv activities in constant
flux," he said, "can you increase your audi-
ence and consumer count."
U. S. Jury Clears UAW on Charges
Of Electioneering Over WJBK-TV
The United Auto Workers union was not
guilty of illegal electioneering through a
series of television programs it presented on
WJBK-TV Detroit before the 1956 congres-
sional elections, a federal jury decided
Thursday.
The Detroit trial represented the second
attempt by the government to prove the
UAW had violated the Federal Corrupt
Practices Act, which prohibits union and
corporation expenditures in connection with
federal elections. Federal Judge Frank A.
Picard dismissed the original indictment two
years ago, but it was returned to his district
court earlier this year by the United States
Supreme Court [Government, March 18].
The UAW had contended its WJBK-TV
series, Meet the UAW-CIO, was presented
to keep union members informed on current
events and was part of a continuing union
education program. Attempting to show the
union suggested support of Democratic can-
didates presented on the nine telecasts, gov-
ernment counsel played recordings from
the shows for the jury. The UAW said Re-
publican candidates had been invited to be
on the show but refused.
The question of constitutionality of the
Federal Corrupt Practices Act was left un-
decided by last week's decision.
Grant Adv. Adds Five Executives
As part of the expansion program for
the New York office of Grant Adv., Paul
L. Bradley, vice president and general man-
ager of the agency in New York, last week
announced the addition of five executives to
the staff. They are J. Murray Powers, ac-
count supervisor on Electric Auto-Lite ex-
port account; Leigh Smith, public relations
staff, as head of the Dodge News Bureau;
Patrick J. Flaherty, public relations account
executive; Miraed Peake, public relations
staff, handling fashions and women's pro-
motions on Dodge, and Thomas F. Welch,
copy staff.
Broadcasting
Air France's $600,000
From Buchanan to BBDO
The airline "shuttling service" between
agencies continued last week as Compagnie
Nationale Air France, a $600,000 account
of which $70,000 is in radio-tv, decided to
leave Buchanan & Co. for BBDO, both New
York. Air France will land at BBDO Jan. 1 .
The French airline made its first use of
television spot late in September when it
purchased a three-week campaign of 10-
second announcements in New York and
Chicago on behalf of the new Lockheed
1649 "Jetstream" airliner. For some six
years, Air France in cooperation with the
French government tourist office had been
participating in various WQXR New York
good music programs, with the tab split
50-50. This past spring, Air France enlarged
its radio allocations by buying seasonal spot
drives in Boston and Chicago as well as
New York.
Air France, according to Henri J. Lesieur,
general manager for the company's North,
Central American & Caribbean division, is
thinking of "extensive expansions" as it
anticipates the "coming jet age." The airline
already has made a capital investment of
some $120 million in purchasing 17 Boeing
"707" intercontinental jet airliners. These
will be used on Air France's trans-Atlantic
hops and will probably become the subject
of sharply increased radio-tv advertising
over the next two years.
The airline currently uses Caravel jets in
Europe and the Near East, and holds title
to "the world's largest airline" by virtue of
its globe-spanning routes. It intends to be-
come bigger still with the inauguration of
"707" flights out of New York late in 1959,
and it is estimated that the account by then
will bill $1.5 million.
Unlike the KLM switch, which saw a
consolidation of agencies under one roof,
the Air France move will affect only one
agency, for the Air France's Mexican adver-
tising activities will be retained by McCann-
Erickson International and its Canadian ac-
tivities by Canadian Adv., Montreal.
It was understood that Albert D. Van
Brunt, account supervisor on Air France at
Buchanan & Co., had been asked by the
client to make the switch to BBDO but had
declined. He will leave Buchanan at the end
of the year and will make known his future
plans at a later date. Mr. Van Brunt may be
credited with placing Air France in broad-
casting. Before joining Buchanan in 1951,
he was Air France's first advertising director
in New York, joining the firm in 1947.
New York Life Insurance Co.
Sets 8-Week Tv Test Campaign
In its first use of television on a regular
basis, the New York Life Insurance Co.,
New York, will launch an eight-week cam-
paign of the medium on WJAR-TV and
WPRO-TV Providence, R. L, to test the
medium for possible use in the future. The
agency is Compton Adv., New York.
New York Life will invest about $25,000
in the test campaign, using about ten an-
nouncements per week on each station. Copy
will be slanted toward the male audience,
seeking to persuade viewers to write for a
booklet, "How Much Insurance Is Enough."
A company spokesman said this is the first
use of tv to advertise the company's service,
but on occasions in the past, New York Life
has used the medium to announce the open-
ing of a branch office in a particular locality.
In 1956, New York Life allocated its $2.6
million budget to print media.
The Television Bureau of Advertising was
instrumental in setting up the test campaign.
As far back as February 1955 the bureau
has held talks with New York Life officials
as part of its continuing effort to broaden
the base of television advertisers. Halsey V.
Barrett, TvB national sales account execu-
tive, participated in discussions with officials
of New York Life and other insurance com-
panies and recently spoke before a meeting
of the Life Insurance Advertisers Assn. in
Philadelphia.
VIDEODEX
TOP 10 NETWORK PROGRAMS
Tv Report for Oct. 1-7
Rank Percent Tv Homes
1. Bob Hope 28.8
2. I've Got a Secret 27.9
3. Ed Sullivan 27.5
4. Gunsmoke 26.9
5. Climax! 26.7
6. $64,000 Question 26.2
7. Perry Como 26.1
8. Dragnet 25.7
9. Cavalcade of Sports 25.5
10. Danny Thomas 24.8
Rank No. Tv Homes (000)
1. Bob Hope 9, mi
2. I've Got a Secret 9,566
3. Ed Sullivan 9,323
4. $64,000 Question 8,970
5. Climax! 8,947
6. Gunsmoke 8,847
7. Dragnet 8,708
8. Perry Como 8,655
9. Cavalcade of Sports 8,368
10. Danny Thomas 8,266
Copyright Videodex Inc.
PULSE
TOP 10 NETWORK PROGRAMS
Tv Report for September
Once-A-Week
Rating
Rank
Sept.
Aug.
1.
Gunsmoke
28.4
30.1
2.
Ed Sullivan
28.0
21.8
3.
Playhouse 90
26.9
23.2
4.
Climax!
26.7
21.3
5.
Alfred Hitchcock
26.1
22.0
6.
GE Theatre
25.4
18.0
7.
Studio One
25.1
22.2
8.
$64,000 Challenge
24.0
9.
$64,000 Question
23.7
21.6
9.
Twenty-One.
23.7
21.7
10.
I've Got a Secret
22.2
19.5
11.
Best of Groucho
21.3
12.
What's My Line?
21.3
22.1
13.
Father Knows Best
21.1
14.
Lawrence Welk
21.0
18.5
15.
Godfrey's Talent Scouts 20.9
18.0
16.
Julius La Rosa
20.9
19.8
17.
Steve Allen
20.7
18.
Burns & Allen
20.4
19.
Disneyland
20.0
20.
Miss America Pageant
30.1
Multi-Weekly
Rating
Rank
Sept.
Aug.
1.
Mickey Mouse Club
11.6
10.8
2.
Queen For A Day
9.6
8.6
3.
CBS-TV News
8.9
7.6
4.
Guiding Light
8.4
7.9
5.
Search for Tomorrow
8.3
7.8
6.
Art Linkletter
8.2
7.3
7. Captain Kangaroo 7.7
8. Arthur Godfrey 7.6 6.7
9. Love of Life 7.5 7.1
10. Modern Romances 7.3
10. The Price Is Right 7.3
Copyright The Pulse Inc.
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's Broadcasting tv ratings roundup.
Information is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Steve Allen (NBC-130) : participating spon-
sors, Sun. 8-9 p.m.
Best of Groucho (NBC-178) : Toni (North),
De Soto (BBDO), Thurs. 8-8:30 p.m.
Burns & Allen (CBS-114) : Carnation Co.
(Erwin, Wasey, Ruthrauff & Ryan), B. F.
Goodrich (BBDO), Mon. 8-8:30 p.m.
Captain Kangaroo (CBS-various): partici-
pating sponsors, Mon.-Fri. 8-9 a.m.
Cavalcade of Sports (NBC-171): Gillette
(Maxon), Fri. 10 p.m. -conclusion.
CBS News (CBS-154) : participating spon-
sors, Mon.-Fri. 7:30-7:45 p.m.
Climax! (CBS-195) : Chrysler Corp. (M-E),
Thurs. 8:30-9:30 p.m.
Perry Como Show (NBC-163): partici-
pating sponsors, Sat. 8-9 p.m.
Disneyland (ABC-175) : American Motors
(Geyer), American Dairy (Campbell-
Mithun), Derby Foods (M-E), Wed. 7:30-
8:30 p.m.
Dragnet (NBC-167): Schick (Warwick &
Legler), Liggett & Myers (M-E) alter-
nating, Thurs. 8:30-9 p.m.
Father Knows Best (NBC-105) : Scott Paper
(JWT), Wed. 8:30-9 p.m.
GE Theatre (CBS-154): General Electric
(BBDO), Sun. 9-9:30 p.m.
Arthur Godfrey (CBS-121): participating
sponsors, Mon. -Thurs. 10-11:30 a.m.
Godfrey's Scouts (CBS-165): Lipton
(Y&R), Toni (North), Mon. 8:30-9 p.m.
Guiding Light (CBS-118) : Procter & Gam-
ble (Compton), Mon.-Fri. 12:45-1 p.m.
Gunsmoke (CBS-161): Liggett & Myers
(D-F-S), Remington Rand (Y&R) alter-
nating, Sat. 10-10:30 p.m.
Alfred Hitchcock (CBS-145): Bristol-Myers
(Y&R), Sun. 9:30-10 p.m.
Bob Hope Show (NBC-139) : U. S. Time
Corp. (Peck), Sun., Oct. 6, 9-10 p.m.
I've Got A Secret (CBS-198): R. J. Reyn-
olds (Esty), Wed. 9:30-10 p.m.
Julius La Rosa (NBC-156): participating
sponsors, Sat. 8-9 p.m.
Art Linkletter (CBS-114): participating
sponsors, Mon.-Fri. 2:30-3 p.m.
Love Of Life (CBS-160): American Home
Products (Bates), Mon.-Fri. 12:15-12:30
p.m.
Mickey Mouse Club (ABC-94): partici-
pating sponsors, Mon.-Fri. 5-6 p.m.
Miss America Pageant (CBS-131): Philco
(BBDO), Sat., Sept. 7, 10:30-12 p.m.
Modern Romances (NBC-55): participating
sponsors, Mon.-Fri. 4:45-5 p.m.
Playhouse 90 (CBS-134) : participating
sponsors, Thurs. 9:30-11 p.m.
Queen For A Day (NBC-152) : participating
sponsors, Mon.-Fri. 4:30-5 p.m.
Search For Tomorrow (CBS-132): Procter
& Gamble (Burnett), Mon.-Fri. 12:30-
12:45 p.m.
$64,000 Challenge (CBS-117): P. Lorillard
(Y&R), Revlon (BBDO), Sun, 10-10:30
p.m.
$64,000 Question (CBS-180): Revlon
(BBDO), Tues. 10-10:30 p.m.
Studio One (CBS-100) : Westinghouse Elec-
tric Corp. (M-E), Mon. 10-11 p.m.
Ed Sullivan (CBS-174): Mercury (K&E),
Eastman Kodak (JWT), Sun. 8-9 p.m.
The Price Is Right (NBC-118): partici-
pating sponsor, Mon.-Fri. 11-11:30 a.m.
Danny Thomas (CBS-158): General Foods
(Benton & Bowles), Mon. 9-9:30 p.m.
Twenty-One (NBC-150) : Pharmaceuticals
Inc. (Kletter), Mon. 9-9:30 p.m.
Lawrence Welk (ABC-200) : Dodge Div. of
Chrysler Corp. (Grant), Sat. 9-10 p.m.
What's My Line? (CBS-157): Helene Curtis
(Ludgin), Remington Rand (Y&R), Sun.
10:30-11 p.m.
Broadcasting
November 11, 1957 • Page 29
ADVERTISERS & AGENCIES continued
General Foods Ready to Sign
As Murrow Tv Show Alternate
General Foods Corp., White Plains, N. Y.,
Friday was on the verge of signing as alter-
nate-week sponsor of CBS-TV's Person-to-
Person effective next January.
Although a verbal order had been placed
with the network by Benton & Bowles, agen-
cy for GF's Maxwell House coffee and other
products, some details remained to be ironed
out. The principal problem: how to accom-
modate Theo. Hamm Brewing Co., Min-
neapolis, which sponsors the Friday night
series in some 40 midwest markets, while
American Oil Co. sponsors the Edward R.
Murrow interviews in the East. (On the
West Coast, Time Inc. picks up some mar-
kets on a week-to-week basis while other
markets are sold co-op on the Time Inc.
"off-weeks.")
The commitment by General Foods fol-
lows notification by Amoco that it will bow
out of the Murrow programs early next year
so as to effect a new tv marketing strategy
concentrating on spot [Advertisers &
Agencies, Nov. 4]. Amoco and Hamm's
had been closely allied on both the Person-
to-Person show and Mr. Murrow's week-
night CBS Radio newscasts.
Meanwhile, CBS-TV was caught in the
embarrassing position of possibly having to
inform a major network advertiser which
had sought relief that it might not be able
to get it. With crooner Bing Crosby quite
decided about not doing the Dec. 11 hour-
long special program that would have been
sponsored jointly by Shulton Inc. and U. S.
Time Corp. (Timex watches) in the 10-11
p.m. slot, CBS-TV was trying to come up
with a last-minute substitute program for the
two one-shot advertisers.
Shulton is a regular CBS-TV client as
alternate-week sponsor of the Eve Arden
Show (Tues., 8:30-9 p.m.). Armstrong Cork
Co., Lancaster, Pa., was to have been re-
lieved of sponsoring the Armstrong Circle
Theatre that night, but there was a good
chance that if CBS-TV and Shulton (which
originally bought the Crosby show, then
sold part of it to Timex) failed to come up
with a show suitable to both, Armstrong
might have to go on after all.
WESTERN Airlines' "relaxed little bird"
is flying into tv by way of newspaper
advertising. The airline ran the above
ad on the radio-tv pages of daily news-
papers in 11 western markets Nov.
1 to announce the return of the
animated character to tv screens dur-
ing this month. The bird is featured
in Western's "20-second Tv Theatre."
The spot, third in a series featuring the
little bird, was produced by Quartet
Films, Hollywood, under supervision
of Stan Walsh. Agency: BBDO, Los
Angeles.
TvB, Using Nielsen Data, Cites
'Striking Gains' in Tv Over Year
Proof that television made "striking
gains" in the last year was offered Thursday
by Dr. Leon Arons, research director of the
Television Bureau of Advertising. Dr. Arons,
in commenting on the report based on re-
cent A., C. Nielsen Co. findings, said, "Tele-
vision attracts more homes and more differ-
ent homes as tv viewing per family rises."
Tv viewing per average minute climbed
15% to 30% in all weekly time periods
checked, which include 3-, 6-, 1-, 12-, 18-
COST-PER-INQUIRY? RATHER HIGH
When an advertiser figures it may cost
him $9,000 to pay for two 30-second
spot tv announcements, that's the hard
way to make a profit.
This reverse twist on sudden success
hit Waldheim's Furniture Store, Milwau-
kee, last week. Waldheim's had been
running spot commercials for seven weeks
on late movies over WITI-TV Whitefish
Bay, a Milwaukee suburb. To spark up
the last week's commercials, an announcer
and a model last Tuesday offered a free
tv lamp to every customer who came
into the store between 9-11 a.m. Wednes-
day. The retail value of the lamp was
$8.95; the store had 50 in stock. The
two spots were broadcast between 10-
11 p.m.
When manager Stanley Waldheim Jr.
opened the store Wednesday, he took
one look at the crowd and called the
police. An estimated 6,000 to 8,000
people were crowding the streets. The
riot squad and 28 policemen eventually
were required, especially after the lamps
ran out.
The store finally resorted to gift cer-
tificates worth the value of the lamp. Mr.
Waldheim estimates that 3,000 to 5,000
of these were given away. He figures it
may cost the store around $9,000, in the
long run, to pay for the two 30-second
spots. Store officials and their advertising
agency still haven't decided whether the
store can afford to continue with tele-
vision.
Page 30
November 11, 1957
and 24-hour breakdowns, the report showed.
In terms of different homes reached, tv at-
tracted more families in 11 or 12 time peri-
ods, ranging from an increase of 5% to over
15%, it was reported. A 3% dropoff, the
only decline registered, was shown in the
6-9 a.m. period.
Family viewing of tv increased in all 12
time periods surveyed by A. C. Nielsen with
increase ranging from 17 minutes per week
between 6 and 9 p.m. to 2 hours and 42
minutes per week on a 24-hour-day basis.
The report also showed: the greatest per-
centage gain in average-minute audience
took place between 12 noon and 3 p.m. on
weekdays; over 31% more families watched
television in March 1957 than in March
1956; the biggest gain was registered be-
tween 9 p.m. and 12 midnight, in terms of
actual audience increase, with over 20.4 mil-
lion families viewing tv during the average
minute. This, according to the report, is a
3.5 million increase over March 1956.
Nielsen reported the top percentage gain
in families tuning to television also was
credited to the 12 noon-3 p.m. time period.
Over 15% more homes viewed tv each
week in March 1957 than in 1956. More
homes viewed tv between 6 p.m. and 12 mid-
night than during any other time period,
according to the findings. The number of
homes viewing tv in an average week shot
up from under 34 million to over 38 million
families, largest numerical gain in any time
period for the year.
EWR&R Completes Merger,
Realignment in Chicago
The physical consolidation of Erwin,
Wasey and Ruthrauff & Ryan and person-
nel alignment of the newly-merged agency
in Chicago have been completed at enlarged
quarters in the London Guarantee Building
(360 N. Michigan Ave.), according to Fred-
erick J. Wachter, vice president and general
manager. Consolidation of the New York
office was completed last month.
After several account and creative staff
departures from both agencies, alignment
of Erwin Wasey, Ruthrauff & Ryan Inc.,
Chicago, shapes up like this:
Roswell W. Metzger, vice president and
executive committee chairman; Haakon B.
Groseth and Lorry R. Northrup, executive
vice presidents; Kenneth D. Stewart, William
D. Watson and Jack E. Fleisch, senior
vice presidents.
Holly Shively, vice president, continues
as business manager of the radio-tv depart-
ment and timebuyer, with other department
heads including George Anderson as vice
president and radio-tv director, and John
Gwynn, vice president and director of media.
Other vice presidents and department
chiefs: Al Callies, marketing; Frank Cheese-
man, art; George Drake, creative commit-
tee chairman; Dr. Harper Boyd, research;
Jack Friedman, copy; Elmer Rieck and
Jack McComb, product group supervisors.
Other vice presidents and account execu-
tives: Allen C. Bishop, Waldo Gundlach,
Gerald V. Kelleher and Herbert Lund. Mr.
Fleisch is account supervisor. Paul Watson,
former R&R board chairman and one-time
Chicago office manager, serves as consultant.
Broadcasting
Proper Use of Data Emphasized
By Rating Services Executives
There is too much "blind buying" of
radio-tv availabilities on the basis of ratings
alone, James Seiler, president of Advertis-
ing Research Bureau, said Thursday in New
York before the media discussion group of
the American Marketing Assn.
He explained that ratings are intended to
serve as a guidepost, but admitted agency
timebuyers today are too rushed to "follow
all the rules for proper use." He emphasized
a 0.5 rating might actually be a better buy
for a given product than a 20.0 rating if
the right audience for the product were
involved.
Mr. Seiler was the first of six rating serv-
ice executives who participated on the
luncheon panel. The meeting was moderated
by Dr. E. L. Deckinger, vice president and
media director of Grey Adv. Other panelists
including Edward Hynes Jr., president, Tren-
dex Inc.; Allen V. Jay, manager, New York
office, Videodex Inc.; W. Bruce McEwen,
vice president, C. E. Hooper Inc.; Dr. Sid-
ney Roslow, president, The Pulse Inc., and
T. Rodney Shearer, vice president, A. C.
Nielsen Co.
Mr. McEwen emphasized agency media
research directors must take a stand against
acceptance of rating material on stations
who "hypoed" their audience during rating
week by deliberate promotions designed to
pad the ratings. This would help stamp out
the practice, he indicated. He pointed out
that timebuyers are not research specialists
and that research directors at the agencies
must help in proper evaluation of data. He
said this would apply also to the practice
by stations of submitting only the favorable
ratings of one rating firm where another
firm might rate them less favorably.
Dr. Roslow felt the rating services are
the "whipping boys" in most explanations
for "dumping of tv programs" when the
backers do not wish to divulge the many
other reasons possibly involved. He and
Messrs. Shearer and Hynes discussed various
facets of the "bad press" that ratings re-
ceive principally in newspaper columns
through faulty information. Dr. Roslow said,
"So long as ratings are fed to the consumer
press there will be misunderstandings." Mr.
Shearer said Nielsen has a client service staff
to aid in proper use and interpretation of
data. Mr. Hynes explained that the frequent
release of overnight figures to the press is
done by his clients and not by Trendex it-
self.
Mr. Shearer said accuracy and representa-
tive sample weight are stronger than sample
size itself. But it was Mr. Seiler who an-
swered the critics of rating service sampling
techniques — those who question the validity
of sampling at all. He suggested the critics
be reminded: "Next time you see your
doctor for a blood test, just tell him to take
it all."
BUSINESS BRIEFLY WHO'S BUYING WHAT, WHERE
IMPORT BUSINESS • Continental Dis-
tributing Co., N. Y., distributor of foreign-
made motion pictures, has allocated roughly
$26,000 for radio promotion for new film,
"Gervaise," starring Maria Schell. Amount
is said to be largest ever set aside for one-
market introduction of foreign film. Agency,
Monroe Greenthal Co., N. Y., will buy
saturation schedules on WQXR, WRCA,
WCBS, WNEW, all New York, and WPAT
Paterson, N. J. Unusual aspect of heavy
allocation: Baronet Theatre, where "Ger-
vaise" will premiere later this month, seats
maximum of 500.
WESTERN NEWS • Bristol-Myers Co.
(Bufferin), N. Y., beginning today (Monday)
will sponsor Frank Goss News (Mon.-Sat.
7:30-7:45 a.m. PST), on CBS Radio Pacific
Network. Agency: Young & Rubicam, N. Y.
BAKERY BUY • Kitchens of Sara Lee Inc.
(bakery products), Chicago, has bought
quarter hour segment of Tex and Jinx
(Mon.-Fri. 1-1:30 p.m.) on these NBC-TV
o&o stations for 8 weeks starting Nov. 18:
WRCA-TV New York, WNBQ (TV)
Chicago, KRCA-TV Los Angeles, WRCV-
TV Philadelphia and WRC-TV Washington.
Agency: Cunningham & Walsh, Chicago.
RENEWED 'FURY' • General Foods,
N. Y., has renewed Fury (NBC-TV 11-
11:30 a.m.). Benton & Bowles, N. Y., is
agency.
TEE-OFF • Easy Laundry Appliances Div.
of Murray Corp. of America, Chicago, will
sponsor hour-long telecast of Bing Crosby
pro-amateur golf tournament as "golf spec-
tacular" on CBS-TV, Jan. 12, 1958 (6-7
p.m. EST), from Peeble Beach, Calif.
DESSERT TIME • Penick & Ford, (My-
T-Fine desserts), N. Y., will return to net-
work radio for first time in three years Dec.
22 when firm will sponsor Dickens' A
Christmas Carol on CBS Radio (Sun. 6:30-7
p.m.). Sir Cedric Hardwicke will do com-
mercials for dessert firm, which will offer
box top premium for records of A Christ-
mas Carol album. Agency: BBDO, N. Y.
ON PARADE • Chrysler Corp., for fourth
consecutive year, will sponsor ABC-TVs
telecast of Detroit's 31st annual J. L. Hud-
son Thanksgiving Day children's parade
(Nov. 28, 10:15-11 a.m.). Parade will be
produced by and originated through ABC-
owned WXYZ-TV Detroit. Agency: Mc-
Cann-Erickson, Detroit.
DOUBLE 'IMPACT' • Vick Chemical Co.,
N. Y., has ordered 42 additional CBS Ra-
dio "Impact" segments to bolster its winter
campaign. Studebaker-Packard Corp., South
Bend, Ind., is in second week of contract
for 14 weekly "Impact" segments on CBS
Radio. ("Impact" is CBS' sales plan for
selling five-minute segments in specified day
and nighttime programming.)
LIGHT YEAR • General Electric Co. (lamp
div.), Schenectady, N. Y., through BBDO,
N. Y., has purchased weekly quarter hour of
CBS Radio's Arthur Godfrey Time (Mon.-
Fri. 10-11:30), effective Jan. 13 for 52
weeks.
HOW PEOPLE SPEND THEIR TIME
There were 123,574,000 people in the U. S. over 12 years of age during the week
Oct. 27-Nov. 2. This is how they spent their time:
67.1% ( 82,918,000) spent 1,874.2 million hours watching television
55.1% ( 68,089,000) spent 996.1 million hours listening to radio
82.2% (101,556,000) spent 414.5 million hours reading newspapers
29.4% ( 36,323,000) spent 170.6 million hours reading magazines
25.0% ( 30,928,000) spent 389.7 million hours watching movies on tv
25.7% ( 31,731,000) spent 132.2 million hours attending movies *
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting, each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
SINDIINGER'S SET COUNT: As of Oct. 1, Sindlinger data shows: (1) 104,470,000
people over 12 years of age see tv (84.6% of the people in that age group);
(2) 40,423,000 U. S. households with tv; (3) 44,440,000 tv sets in use in U. S.
Broadcasting
November 11, 1957 • Page 31
ADVERTISERS & AGENCIES continued
A&A SHORTS
Warwick & Legler, N. Y., has moved its
media department to 26th floor of Biltmore
Hotel, Suite 2614. All telephone calls still
will go through W&L switchboard at 230
Park Ave.
Waldie & Briggs Inc., Chicago, announces
acquisition of Robert Christopher Agency
there, with head of latter firm joining Waldie
& Briggs client contact staff as account
group supervisor.
Richard Crabb announces formation of
Richard Crabb Assoc., new agency devoted
to agricultural accounts, with headquarters
at 20 N. Wacker Drive, Chicago. Mr. Crabb
formerly was senior member of E. H.
Brown Adv., same city, agricultural division.
Potts-Ray Assoc. has moved to larger space
at 971 North La Cienega Blvd., L. A.
Allan J. Copeland Adv., Chicago, announces
move of offices from 100 E. Ohio to 75 E.
Wacker Dr. Telephone: Central 6-8586.
Teawell & Shoemaker Inc., San Diego, has
been formed by merger of William H. Tea-
well's and Lisle F. Shoemaker's San Diego
agencies. Offices at 1357 Seventh Ave.
AGENCY APPOINTMENTS
Sturdy Dog Foods Inc., Burbank, Calif.,
names Dan B. Miner Co., L. A. A. D. Car-
penter, Miner, vice president, is account
manager.
Coastal Foods Co. (Phillips and Gibbs
canned goods), division of Consolidated
Foods, appoints W. B. Doner & Co., Detroit.
A. Magnano & Sons (Old Yankee brand
food products), Seattle, Wash., appoints
Frederick E. Baker & Assoc., same city.
Comstock Foods Inc., Newark, N. J., ap-
points Gordon Best Co., Chicago, to handle
advertising for its Pie Sliced apples and
pie fillings.
Victor J. Noerdlinger Inc. (importers-dis-
tributors of Tobler chocolates), L.A., ap-
points Cheshire Adv. Assoc., Hollywood.
Transocean Airlines, southern California
division, appoints George Patton Adv.,
Hollywood.
American Export Lines, N. Y., appoints
Doyle Dane Bernbach, same city, effective
Nov. 1. Account, which uses spot radio on
good music stations during tourist season,
moves from Cunningham & Walsh, N. Y.
Central National Insurance Companies of
Omaha appoints Buchanan-Thomas Adv.,
Omaha, to handle its account in 41 states,
D. C. and Alaska, effective Nov. 1.
Fannie-May Candy Co., Chicago, appoints
McCann-Erickson, same city.
Eureka Williams Corp. (vacuum cleaners,
heating equipment), Bloomington, 111., ap-
points Earle Ludgin & Co., Chicago.
Seamprufe Inc. (Seamprufe lingerie), N. Y.,
has named Frances, Morris & Evans, New
York, to handle all advertising.
Page 32 • November 11, 1957
PROGRAM SERVICES
RKO TELERADIO PLANS FOR TOLL TV
MR. O'NEIL
KHJ-AM-TV Los
RKO Teleradio Pictures Inc. plans to
enter the toll television business.
A statement issued by Thomas F. O'Neil,
president, said RKO Teleradio Pictures is
filing today (Monday) for FCC authorization
to participate in toll tv tests. The company,
he added, already has begun negotiations
with developers of subscription tv systems to
use one or more of RKO's broadcasting and
motion picture facil-
ities for trial demon-
strations of pay tele-
casting.
The move by Mr.
O'Neil is the first on
record of a major
broadcaster in the
direction of toll tv.
RKO Teleradio Pic-
tures owns and oper-
ates WOR-AM-TV
New York, WNAC-
•AM-TV Boston,
Angeles, KFRC San
Francisco, WHBQ-AM-TV Memphis,
WGMS-AM-FM Washington, and the Don
Lee and Yankee Networks. The company
also owns the RKO Radio Pictures motion
picture studio.
Mr. O'Neil made it clear that his com-
pany plans to become active in pay tele-
vision. He asserted:
"Toll tv is already with us and RKO
Teleradio proposes to waste no time or effort
in attempting to stem the tide of the inevi-
table, especially since this would only serve
to divert its rich flow to other communica-
tions streams, such as closed circuit. We
propose to lend our efforts to the develop-
ment of a compatible [over the air, as dis-
tinguished from wired tv] pay tv system,
operating on the regular television broad-
cast band, which will produce a real oppor-
tunity for the viewer to choose among free
and pay television programs. It is the broad-
casters, along with the equipment manufac-
turers and advertisers, who have made Amer-
ican television the super-medium of com-
munication and entertainment it is today.
It would be economically and socially waste-
ful for broadcasters not to take their rightful
place in the forefront of innovators who
seek to broaden the base of television enter-
tainment."
Mr. O'Neil expressed the view that free
television with advertising sponsorship can
continue to thrive alongside "compatible"
pay broadcasting, with the latter "promising
to share the tremendous cost burden." He
decried predictions by "the prophets of
doom," pointing out that in the past they
prophesied radio would doom the record
business and television would doom radio,
magazines, newspapers and motion pictures.
Mr. O'Neil claimed "compatible" pay
television presents a way to provide out-of-
home entertainment not normally found on
free tv at a more economical cost to viewers,
eliminating fringe costs for transportation,
parking and baby-sitters. The savings in
money and time, he said, will permit more
leisure hours for free tv, radio and reading.
The failure to permit pay television via
the airwaves, Mr. O'Neil said, will result m
a "direct burden" to the viewing public in
two principal ways:
"The higher cost of transmitting the pro-
gram by closed circuit wired systems will
result in a much higher price for the enter-
tainment delivered.
"Insofar as the control of the transmission
of closed circuit wired television will give
effective control of talent and events which
are likely to be used for either pay or free
television, the closed circuit wire system
operators will soon have control of all of the
program elements of telecasting, whether it
be free or toll."
Mr. O'Neil gave no indication of which
toll tv system developers his company has
approached. Mr. O'Neil is reported to be a
stockholder in Skiatron Electronics & Tele-
vision Corp., New York, developer of the
"Subscriber- Vision" system of pay tv. Several
years ago WOR-TV conducted a series of
experiments in conjunction with Skiatron.
Treyz Lines Up ABC
With Anti-Toll Camp
Oliver Treyz, vice president in charge of
ABC-TV, last week put ABC in line with
the other networks in a stand against pay
tv. Mr. Treyz' words echoed those of his
boss, AB-PT President Leonard H. Golden-
son, who told an AB-PT stockholders meet-
ing in 1955 that such a stand would be
taken. [Lead Story, May 23, 1955].
At that time, Dr. Frank Stanton, presi-
dent of CBS Inc., voiced that network's op-
position to "hi-jacking the American public
into paying for the privilege of looking at
its own tv sets." [Lead Story, May 23,
1955]. In a speech at Pittsburgh last month,
NBC President Robert Sarnoff stressed
NBC's opposition [Lead Story, Oct. 28].
Speaking before
the Minneapolis Ad
Club Nov. 7, Mr.
Treyz outlined the
rise of ABC this year
as a third competi-
tive network. This
competition could
not exist if pay pro-
posals go into effect,
he stated.
Mr. Treyz' rea-
soning: ABC could
not bid against pay
tv entrepreneurs for the programming which
has put it into a competitive position. Citing
ABC's $3 million expenditure this year for
Maverick, he explained that the network
would not have had the opportunity to buy
the program at those figures in competition
with a pay tv group which had signed up
even a minimum of 5% of the people. "The
suggested experiments in toll or pay tv will
kill networ-k television as we know it."
If a pay system should become a reality,
however, Mr. Treyz intimated that the net-
Broadcasting
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Broadcasting
November 11, 1957 • Page 33
BROADCASTING
THE B U S I N E S S W E E K L Y OF TELEVISION AND RADIO
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PROGRAM SERVICES continued
works will be forced — if they are to stay
alive as a business — to become purveyors
of "box office" entertainment to the few
who can pay. This followed the tenor of
earlier remarks by NBC's Sarnoff that if
pay tv emerges, the networks would have
"no choice but to follow the pay tide."
[Lead Story, Oct. 28].
Outlining ABC's push this year as serious
competition, Mr. Treyz cited the network's
increased share of its sponsored evening
time periods in the competitive markets —
up 41% from Nov. '56 — and the fact that
by next year ABC will be the only network
with a vhf affiliate in each major metropoli-
tan market.
This competition, Mr. Treyz noted, is good
for advertising and good for the people. If
pay tv becomes a reality, no third network,
and possibly no network at all, could afford
to buck the competition.
Calif. Outlets' Poll
Swamps Pay Tv Offer
Toll tv proponents who clamor for the
public to be the judge in the subscription
television hassle would do well to curb such
confidence — at least in the Salinas-Monterey
and San Luis Obispo areas of California.
The reason: the public was asked there
and only four people voted for pay tv while
5,002 were recorded as opposing the fee
system.
John C. Cohan, principal owner of
KSBW-TV Salinas-Monterey and co-owner
of KSBY-TV San Luis Obispo, last week
explained that the project to get a pulse beat
of the communities was undertaken as the
result of numerous requests to the stations
for an explanation of toll tv.
A special television program was devel-
oped in which free television, closed-circuit
tv and toll tv were explained with appro-
priate drawings. Then a condensed version
of a kinescope used previously on KRON-
TV San Francisco was shown. In it the
mayor and city attorney of San Francisco
held a roundtable discussion with the station
special events director and various newsmen
from the Bay Area.
Prior to presenting this material on
KSBW-TV (ch. 8) and KSBY-TV (ch. 6), it
was made clear to the audience that the
main purpose was to explain the three sys-
NAYS HAVE IT
As of last Thursday, the tabulation
of Sen. William Langer's (R-N.D.)
8,500 letter poll of Bartlesville, Okla.,
residents on the question of pay tv
[Special Report on Toll Tv, Nov.
4] stood at 1,930 against, 163 in favor.
Many of the 2,093 persons who an-
swered Sen. Langer's questionnaire,
regardless of their views on the sub-
ject, refused to consider the Bartles-
ville Telemovie system as belonging
in the toll tv category. In the Tele-
movies system operating there, sub-
scribers pay $9.50 plus tax per month
to see first run and rerun motion pic-
tures via coaxial cable on their tv sets.
Page 34 • November 11, 1957
Broadcasting
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PETERS, GRIFFIN, WOODWARD, INC., Exclusive National Representatives
iN front of the Kaiser aluminum dome in Honolulu, Messrs. Kaiser, Todd and Weaver
(I to r) inspect an artist's drawing of one of the aluminum auditoriums.
PROGRAM SERVICES continued
terns. Further, that the main interest of the
stations' management was to get the public
opinion as a guidepost for the course to be
taken by the corporation. The stations' man-
agement emphasized that although pay tv
basically is against its own principles as a
free broadcaster, it nevertheless would abide
by the people's choice.
To clear up misconceptions about free
tv, the program:
(1) explained the role of commercials
and advertising in the economy of the nation
as well as its relationship to the growth of
American industry;
(2) listed some of the outstanding pro-
grams now on free tv;
(3) gave a rundown on length of time
required for motion pictures, ballets, etc.;
(4) gave the output of all major film com-
panies for the past year (all A, B and C
pictures totaled approximately 162);
(5) explained tax problems of producers
of plays, such as "My Fair Lady," in which
it is advisable to have income spread over
years rather than concentrated in one eve-
ning.
Two address slides were flashed at the end
of the 6:45-7 p.m. Saturday program but no
heavy stress was placed on the need for
write-ins, according to Mr. Cohan.
The results "astonished and flabbergasted"
station officials. In addition to the 5,002 to
4 sentiment against toll tv, there were count-
less requests to have the telecast repeated,
it was reported. Many viewers admitted that
up until that point they had not understood
pay tv.
Other anti-toll tv repercussions set in,
according to Mr. Cohan, who said people
began handing out petitions to be signed in
Seaside, Watsonville, Pacific Grove, Green-
field and other neighboring communities;
local grocers put petitions on walls to be
signed by customers, and organizations, such
as the Veterans of Foreign Wars of King
City, passed resolutions against pay tv.
Four ASCAP Members Sue Brown
Four members of American Society of
Composers, Authors & Publishers have filed
suits for copyright infringement against Gor-
don P. Brown, owner of WNIA Buffalo,
ASCAP reported last week.
The plaintiffs allege copyrighted songs
were performed by the station without
authorization and are asking the U. S.
District Court for the Western District of
New York to award damages of not less
than $250 for each unauthorized perform-
ance, together with court costs and attorneys'
fees.
Goodson-Todman Team Buys Paper
Television producers Mark Goodson and
William Todman — the team behind various
programs, including CBS-TV's What's Mv
Line and I've Got a Secret — have, with
others in a New York group, purchased the
Pawtucket (R. I.) Times for $3 million, ac-
cording to an announcement last week by
Allen Kander & Co., media broker, and the
Industrial Trust Co. of Providence.
Messrs. Goodson and Todman hold con-
trolling interest in New England Newspapers
Inc., the purchasing corporation.
Weaver, Kaiser, Todd
Take on New Venture
Sylvester L. (Pat) Weaver Jr. has teamed
with industrialist Henry J. Kaiser and show-
man Mike Todd to form a new company to
build 43 "revolutionary aluminum domes"
to house virtually all kinds of auditorium
events, including telecasts.
The domes were described as "multi-
purpose auditorium-theatres" that can be
erected quickly and economically and may
also be used for such non-auditorium pur-
poses as supermarkets, airport terminals and
hangars.
Mr. Weaver, former president and board
chairman of NBC, was named president and
managing executive of the new dome enter-
prises. The company itself, spokesmen said,
has not yet been named.
The new venture is in addition to Mr.
Weaver's current work as advertising and tv
consultant to Kaiser Aluminum & Chemical
Corp. and the various related Kaiser com-
panies. It is an outgrowth, spokesmen re-
ported, of a meeting of Messrs. Kaiser,
Weaver and Todd in Honolulu for the pre-
miere of Mr. Todd's "Around the World in
80 Days," staged in the Kaiser aluminum
dome at the Hawaiian Village Hotel there.
Authorities reported that the first proto-
type dome, designed and built by Kaiser
Aluminum & Chemical Corp., was erected
in 20 working hours at a cost of about $4
per square foot. It seats up to 2,000 persons,
is 49V2 feet high, 145 feet in diameter and
has 16,500 square feet under cover. Other
domes, some larger and some smaller, were
said to have been built or to be in the plan-
ning stages.
Mr. Todd was quoted as saying that what
makes the domes "unique" is "the myriad
flexible uses to which [they] can be put for
conventions, banquets, cultural programs
like the symphony and recitals, stage per-
formances, televising, festivals, pageants,
home, sports and auto shows, exhibits,
dances, sports contests and giant screen
spectaculars."
Messrs. Kaiser, Weaver and Todd and
their respective organizations will share
equally in the new company.
New Music Licensing Society
Seeks Contracts From Stations
Another music performing rights society
is attempting to establish itself in the broad-
cast field. Stations last week were sent con-
tract applications by Colored Performing
Rights of America Ltd., 350 Broadway, New
York City.
The new organization, which intends to
license versions of popular music as arranged
by Negro talent in its membership, is headed
by Perry Bradford, described as a 50-year
veteran of show business.
CPRA vice president is Barney Young,
a principal in Life Music Inc., the music
publishing firm that split from BMI in 1954
and then, in 1956, brought suit to force the
dissolution of BMI, ASCAP and SESAC.
Life Music, in asking $7.5 million damages
under antitrust law, also named as co-de-
fendants RCA, NBC, CBS Inc. and Colum-
bia Records [Broadcasting, Jan. 16, 1954].
The suit still pends.
Secretary-treasurer of CPRA is Sidney
Rothstein, Mr. Barney's lawyer and also the
attorney that filed the 1956 suit. Mr. Roth-
stein last week said the new organization is
not connected with Life Music and said that
"this very legitimate organization" is not to
be confused in "collateral issues."
Mr. Rothstein maintained that while
CPRA will compete with ASCAP, BMI, and
SESAC, "we do not intend to raid them."
He added that former clients of the other
three organizations will not be turned away
"because of their past associations."
CPRA is asking an annual license fee of
$25 for stations of less than 10 kw and $50
from those above that power.
As of last Thursday, none of the stations
solicited had answered CPRA. NARTB said
it is looking into the matter.
Broadcasting
November 11, 1957 • Page 39
IRADE ASSNS.
MEDIA NEWS STOCK RISING— RTNDA
• Progress in respectability seen by news directors
• Delegates face obstacles, work to improve methods
Broadcast news, a highly salable com-
modity, is under-rated by management and
kicked around by public officials, but the
Radio Television News Directors Assn. feels
it is breaking down these barriers. Progress
in the long-range fight for recognition was
reported at a three-day meeting in Miami
last week.
The nation's broadcast newsmen faced
these obstacles and held a series of work-
shops designed to improve news techniques
and raise professional standards.
Here are developments at the meeting:
• Frank Stanton, CBS president, received
the second annual Paul White memorial
award (see page 42).
• Strong protest was made against the
recent action of the American Bar Assn.
Committee on Canon Revision, with its re-
fusal to relax Canon 35 and the ban on
courtroom broadcasts.
• Robert D. Swezey, WDSU-AM-TV
New Orleans, chairman of NARTB's free-
dom of information committee, lauded
RTNDA's fight for access to public events
and promised continued NARTB help.
• Sam Zelman, KNXT (TV) Los Angeles,
chairman of RTNDA's professional stand-
ards committee, in calling for equal access
to news for all media, said the doctrine
of separate but equal rights is not acceptable.
• Citations were recommended to recog-
nize public figures who contribute to the
cause of freedom of information.
• The Zelman committee called on man-
agement not to abuse the right of access by
sending unqualified personnel to carry out
news assignments.
• "Rip and read" newscasts tactics were
roundly condemned, RTNDA noting a
revival of careless station news operations.
• President Ted Koop, CBS Washing-
ton, called on RTNDA to keep the industry
and public informed about the higher pro-
fessional standards in broadcast news.
In regretting a revival of the "rip and
read" style of newscasting, James A. Byron,
WBAP-AM-TV Fort Worth, devoted part
of his Thursday keynote address to a search-
ing self-analysis of the news broadcast
structure. He is a past president of RTNDA.
Mr. Byron said he has heard more wire
copy broadcast on more Texas stations than
ever before. Worst of all, he said, is the
fact that "some of these jokers who do the
reading can't .resist the impulse to scatter
around some of the same corn that is their
stock in trade as disc jockeys."
He finds it "a bit nauseating," Mr. Byron
said, adding, "but these characters are news-
men. I know they are because the introduc-
tory copy says so."
In a similar vein he said that in television,
"We continue to find actors doing news on
some stations. I still trust the average viewer
to accept the man who knows what he is
talking about in preference to the man whose
principal attribute is that he looks well
Page 40 • November 11, 1957
while doing whatever he is doing."
Management's growing interest in news
can be traced in a large degree to RTNDA's
fight for freedom of access to public events,
Mr. Byron said. He cited cooperation with
NARTB and the fact that President Harold
E. Fellows asked RTNDA to supply a speak-
er for each of the organization's eight
regional meetings.
The RTNDA freedom of information
committee report recommended that the
association issue citations to public figures
who contribute to the cause of freedom of
information.
An RTNDA survey of wire services
showed, on the basis of 143 questionnaires,
that in general news directors are fairly
well satisfied with news reports. The survey
disclosed that 78 stations have only one
radio wire, 31 have two, nine have three
and four have four or more wires. Of these
stations, 38 have one or more newspaper
wires.
Asked if they favor elimination of 15-
minute summaries in favor of more five-
minute reports, the news directors were two-
to-one in favor of keeping 15-minute re-
ports. Other findings: a minority of editors
asked for more feature-type stories and
commentary material; a majority feel re-
gional splits of wire services are adequate;
a number of tv editors want more regional
pictures.
One- and two-man news staffs predom-
inate, it was shown, with 35 reporting sta-
tions carrying three to five men; 18 with six
to ten men, and 14 with ten or more. As
to the number of newscasts per day, 31
stations have 16 to 20; 20 have 21 to 25
newscasts; 20 have 5 to 10; 15 have 11 to
15, 7 have 26 to 30, and 7 stations have 31
or more newscasts per day.
The role of radio news coverage in a
world seeking fast, accurate information
was reviewed at a Thursday radio panel
headed by Lee White, KROS Clinton, Iowa.
Bert Cannings, CFCF Montreal, Canada,
told news editors they should sell radio news
on its newness, with careful preparation of
copy and a fresh, authoritative approach. He
said radio "is enjoying its first hour of ac-
ceptance." He suggested smaller stations use
a tip system, which he called "a dollar a
holler," with competent newsmen following
up these dollar tips. Other panel members
were Dick Sanders, WJDX Jackson, Miss.;
Jim Corbett, WGTO Haines City, Fla., and
David Loring, WGIL Galesburg, 111.
At a television panel Thursday, Bill Baggs,
editor of the Miami Daily News (part owner
of WCKT [TV] Miami), urged tv stations
to do more reporting in depth. Others in the
panel were Charles Shaw, WCAU-TV Phila-
delphia; Jim Bennett, KLZ-TV Denver;
Harold Baker, WFGA (TV) Jacksonville,
Fla., and Dick John, WTVT (TV) Tampa,
Fla.
Progress in gaining access to public events
is steady but not at all easy, according to
the report of the freedom of information
committee, headed by Julian Goodman,
NBC Washington. He said RTNDA has
strongly protested the American Bar Assn.
report which continues the courtroom ban
against radio-tv equipment [At Deadline,
Nov. 4].
These other developments were cited :
Refusal of the New York City Council
to allow radio-tv coverage of its sessions;
State Dept. relaxation of its ban against
newsmen in Red China; RTNDA invitation
to American Society of Newspaper Editors
to prevent bad feeling between newspaper
and broadcast newsmen, recalling the "Los
Angeles rebellion" where newspapermen
protested appearance of tv cameras at a
news conference; adamant refusal of House
Speaker Sam Rayburn to allow broadcast
coverage of House committee proceedings.
Mr. Goodman found encouragement in
a 1957 trend — "a healthy round of self-
examination by our own members." Re-
ferring to a frank criticism of station news-
room operations made by Charles Shaw,
WCAU Philadelphia [Trade Assns., Sept.
23], he added this thought, "The committee
feels that the central thought here — that
we must continue to fight to raise our own
RTNDA board members met Wednesday before the convention at Miami Beach opened.
Front row (I to r): Bob Downey, WKAR E. Lansing, Mich.; Dick Cheverton, WOOD-
AM-TV Grand Rapids, Mich.; Bill Monroe, WDSU-TV New Orleans; Ron Laidlaw,
CFPL-TV London, Ont.; Jack E. Krueger, WTMJ-AM-TV Milwaukee. Back row (I to
r): Harold Baker, WFGA-TV Jacksonville, Fla.; Ted Koop, CBS Washington, RTNDA
retiring president; Ralph Renick, WTVJ (TV) Miami; Bruce B. Palmer, KWTV (TV)
Oklahoma City; John Maters, WILS Lansing, Mich.; Bill Small, WHAS-AM-TV Louis-
ville, and Nick Basso, WSAZ-AM-TV Huntington, W. Va.
Broadcasting
JUDGE TAKES ISSUE WITH ABA
COLORADO
A special committee of the American
Bar Assn. on Nov. 1 reported back to the
ABA urging retention of Canon 35. That
same day Colorado Supreme Court Chief
Justice O. Otto Moore issued a personal
statement sharply differing with the
report's conclusions. KLZ-AM-TV Den-
ver, subsidiary of Time Inc., took a
sound-on-film statement from Justice
Moore, using it both on radio and a tele-
vision news program the night of Nov. 1.
KLZ News has distributed copies of the
filmed statement to the four other Time-
owned stations and to the NARTB. A
condensed version follows:
The full report of the seven-man com-
mittee appointed by the American Bar
Assn., together with the abbreviated press
release issued therewith, has been read
and carefully studied by me. They leave
me decidedly unimpressed.
In so far as the Rocky Mountain re-
gion is concerned I am very certain that
the views expressed therein reflect the
opinion of a very decided minority of the
judges and lawyers of this area. Within
the past two years every basic premise
upon which the press photographer and
the broadcaster have been arbitrarily ex-
cluded from many of the courtrooms of
America has been exploded with such
devastating certainty and finality as to
be perfectly plain to most discerning
minds, unless, to be sure, there is pre-
conceived determination to arrive at
the same old result.
With like certainty every major premise
in the committee report has been con-
vincingly demonstrated in Colorado to be
without basis in actual fact. This report
advocates retention of the absolute exclu-
sion of all visual and sound reporting.
Since the Supreme Court of this state
decided two years ago, after a full hear-
ing, that the blanket exclusion of photog-
raphy and sound recording
of court proceedings was
not justified, there have
been numerous instances
in which the correctness of
that conclusion has been
demonstrated in actual
practice.
Ten or twelve homicide
cases have been tried in
the district courts of Colo-
rado in that time. They
have invariably been mat-
ters involving wide public
interest. Our capable dis-
trict judges have had no
difficulties whatever in dealing with a
highly skilled group of media operators.
There has been a spirit of cooperation
between the press and the judiciary. The
photographic reproductions have been
in unquestioned good taste. Not one
judge, not one witness, not one juror, not
one district attorney, not one lawyer ap-
pearing in any of these cases has sug-
gested that this visual reporting of the
courtroom proceedings has in any degree
whatever interfered with the search for
the truth, or the ability of judge, juror,
witness or attorney to function properly.
Hundreds of witnesses already are avail-
able in Colorado to testify from actual
experience to the truth of their conclu-
sions; but not one of them has been called
by the powerful Bar Assn. committee.
The gentlemen of the bar committee who
fear a "detrimental psycho-
logical effect" of visual re-
porting should come down
from the ivory tower of
super - intellectualism and
deal in realities. The
theories which they ex-
pound in their report are
not supported by the facts.
The constitutional guar-
antee of freedom of the
press is not yet altogether
dead. To enforce a blanket
prohibition upon a sub-
stantial arm of the press
would be to arbitrarily ig-
nore the First Amendment.
As ABA officials get out the ink and
pad and prepare the rubber stamp ap-
proval of the committee's report for use
of the house of delegates, let them not
be surprised when they ultimately learn
that they do not express the opinion of
the majority of the lawyers. It might
be well for lawyers and judges, and even
law professors, to wake up and live in
the Twentieth Century.
standards while we fight for equal access —
is a fundamental part of the RTNDA's
rseponsibility."
Retiring President Koop's report listed
three objectives of his administration — to
strive for higher standards of radio-tv news
reporting, writing and presentation; to ac-
quaint the industry and the public with the
importance, reliability and value of broad-
cast news, and to champion aggressively the
cause of freedom of information.
He said RTNDA has come "within sight"
of its goal of 500 members in the U. S. and
Canada, and hoped the goal might be
reached before the convention closed Satur-
day night. He voiced concern over objection
of newspaper reporters to radio-tv coverage
of news conferences, noting he has named
a professional standards committee to work
on the problem.
Mr. Koop emphasized the need of send-
ing trained newsmen to cover events. "We
cannot delegate news judgment to a piece
of electronic equipment," he said. He re-
called RTNDA is working with NARTB in
preparing a news manual as a guide to sta-
tion managers in taking fullest advantage of
news programming. A vocational film is
under way to serve as a career guide to
students.
RTNDA Deplores Arrest
Of Cameramen in Miami
Broadcast newsmen ran into what they
considered a dramatic example of judicial
prejudice last week as the Radio Television
News Directors Assn. met Thursday-Satur-
day at the Balmoral Hotel, Miami Beach,
Fla.
Stirred by the action last week of Dade
County Circuit Judge Vincent C. Giblin,
who arrested two tv cameramen and one
still photographer in Miami, the association
denounced this instance of what it felt was
court bias against visual reporting and called
for release of the arrested cameramen.
Three days of meetings devoted to eleva-
tion of professional news standards and free-
dom of access to public events got away to
a dramatic start Thursday morning when
Judge Giblin's action became known.
Judge Giblin barred photographers from
taking pictures in public corridors during
a rape case. After the action, however, he
posed for photographers.
RTNDA promptly authorized adoption
of a resolution that noted Judge Giblin had
acted "at a time when RTNDA, which feels
a responsibility for championing the people's
right to know, was meeting in Dade County."
The association deplored this judicial act
"of fencing off a considerable area beyond
his courtroom as an area in which the
people's right to know is suppressed." It
said RTNDA "earnestly hopes that Judge
Giblin will order the release of the arrested
cameramen."
The two tv cameramen who must face
Judge Giblin in court next Wednesday morn-
ing are Ben Silver, WCKT (TV), and Robert
Brumfield, WTVJ (TV), both Miami.
After Judge Giblin issued his order Thurs-
day morning, photographers flocked to the
courthouse to violate the order. Nine were
called into Judge Giblin's court. Only three
said they knew about the order and had
taken pictures of the rape defendant. Judge
Giblin said it was apparent the three wanted
to test his order and told them they could
retain counsel for a Wednesday hearing.
He had the bailiff seize their film.
"I have no desire to enter into any un-
dignified controversy in this matter but I
do intend to exercise my inherent power to
see that proceedings are conducted in an
atmosphere of dignity and decorum," Judge
Giblin said. He said the defendant had stated
he didn't want his picture taken. Three
weeks ago his fellow jurist, Judge Stanley
Milledge, struggled with a newspaper photog-
rapher outside his courtroom and broke the
latter's camera. Judge Milledge had ordered
photographers not to take pictures in the
corridor.
Broadcasting
November 11, 1957 • Page 41
TRADE ASSNS. continued
NEWS 'DEPTH' SOWS
Radio and television often are written
off as news media of the moment, ac-
knowledged specialists in spot but lack-
ing in depth and long-term, thorough
treatment.
But when a man in the electronic news
business can leave his never-ending dead-
line long enough to defend himself, he'll
reply that it's not necessarily so. And he'll
cite broadcast stories-in-depth to prove it.
Such a case history is a job the news
staff of WHAS-AM-TV Louisville, Ky.,
did on the Bullitt robbery (and is doing;
the case has not been closed).
The Bullitt story ran a full year on the
WHAS stations. At the end of that time,
they had a series of film and tapes that
told a full-dimensional story from every
angle. This was attested when the elec-
tronic documentation was used by local
officers, federal agents and lawyers for
research on the case.
First break in the story came in 1956,
when the stations found out the home
of William Marshall Bullitt, local attorney
and onetime U. S. solicitor general had
been robbed of $K)0,000 to $275,000 in
cash. At that time, WHAS and WHAS-
TV newsmen gave the robbery full play,
shooting film at the Bullitt home (the only
on-the-scene film coverage, WHAS-TV
says) and recording interviews with Mr.
Bullitt and police officials.
Things were quiet then for nine
months, as the search for a thief went on.
But the WHAS stations didn't abandon
it as news. Running checks were made
and continuing stories were broadcast
on police progress.
When the chase was nearly over, a tip
enabled the stations to air an advisory
item and have microphones and cameras
at police headquarters when suspects
gave their confessions Aug. 10 of this
year. WHAS-AM-TV mobilized to give
full play to a story that broke when
Saturday newspapers were out and Sun-
day editions were several hours away.
An extra crew was added to process film,
edit tapes and write the drama of a
chauffeur, who with his friends made off
with the boss' money.
Running accounts were heard on radio
from the WHAS staffer at police head-
quarters. WHAS-TV ran bulletins and
ED BY WHAS-AM-TV
by suppertime was ready with an eight-
minute story with film clips and full de-
tails. Time was pre-empted on both sta-
tions to keep listeners and viewers abreast
of developments.
Sunday, after police questioning of the
accused, Bill Small, news director of
WHAS and WHAS-TV, was credited
with being first on hand to interview
the group of accomplices. With jailhouse
clatter for background, Mr. Small got
the prisoners to tell how they found the
Bullitt safe combination, about the plan-
ning of the robbery, motives and emo-
tions involved.
Details were filled in from officials,
the Bullitt family, lawyers and prosecu-
tors. When a federal angle developed,
WHAS stations were on the air with early
word. A day after the confessions, WHAS
ran a 30-minute documentary recapitula-
tion with segments of interviews from the
cell-block and law enforcement offices
plus other developments to air time.
When the case came to trial, WHAS
staffers were there. Direct courthouse
reports were heard on WHAS, and
WHAS-TV featured film shot outside the
courtroom, reminding viewers that cam-
eras could not go inside. The stations
broadcast every trial development through
the verdict of guilty.
But the story goes on. As defendants
stand trial this month in Criminal Court,
WHAS and WHAS-TV have greater
freedom for film and recordings, thanks
to years of cooperation between stations
and court. Preliminary plans call for full
film coverage and a 90-minute digest
nightly on radio.
Such coverage, says Mr. Small, al-
though costly and time-consuming, is not
lost on listeners and viewers. "Extra work
and extra sweat pay off when your
audience knows that your station will be
there first, and beyond that, will be there
with the complete story." With a bow to
the Louisville Courier-Journal and the
Times, which own WHAS-AM-TV, he
adds, "We'll never replace newspapers,
but when it comes to the big story, we
plan to give them a run for the money
every time."
WHAS last week was honored for out-
standing radio news (story this page).
CBS' STANTON GETS
PAUL WHITE AWARD
• Eight other awards presented
• Honors received at RTNDA Meet
Frank Stanton, CBS president, received
. the second annual Paul White Memorial
| award for promotion of broadcast journal-
ism at the Radio Television News Directors
Assn. meeting at Miami Beach. The award
was presented Saturday night at the annual
banquet, which Mr. Stanton addressed.
Eight awards in the annual competition
conducted for RTNDA by the radio-tele-
vision department of Medill School of
Journalism, Northwestern U.. were pre-
sented Saturday. Mr. Stanton's honor was
based on three achievements — leadership in
editorializing; subscribing to the professional
' news standards fostered by RTNDA, and
employment of professional newsmen who
j receive his support in their professional
activity.
The first recipient of the Paul White
1 award, created in honor of the late news-
man who developed the original CBS news
operation, was Hugh Terry, KLZ-AM-TV
' Denver. Mr. Terry was honored a year ago
for his role in the Colorado State Supreme
Court ruling that bucked the American Bar
Assn. Canon 35 with its ban against broad-
cast coverage of trials.
The Northwestern U. competition was
based on 41 entries from 24 states. The eight
awards follow:
Television (top awards) — WFAA-TV
Dallas for outstanding news story, coverage
of Texas tornado, with special mention for
camera work; Alex Keese, station manager,
and Bob Tripp, news director; WBAP-TV
Fort Worth for outstanding tv news opera-
tion; George Cranston, station manager, and
James Byron, news director.
Television (distinguished achievement) —
WCKT (TV) Miami for documentary on sex
deviates; James M. Legate, station manager,
and Charles Harrison, newsman; KTVT
(TV) Salt Lake City for live coverage of
prison riot, with telecast serving as force
that broke up the riot; G. Bennett Larson,
station manager, and Jack Goodman, news
director.
Radio (top awards) — KCMO Kansas City
for tornado coverage including rebroadcast
of police radio reports and station's own
service; E, K. Hartenbower, station man-
ager, and Jim Monroe, news director;
WHAS Louisville for outstanding radio
aews operation; Victor A. Sholis, station
manager, and William Small, news director.
Radio (distinguished achievement) —
WRCA New York for coverage of Benny
Hooper, boy who fell in well; William
Davidson, station manager, and Gabriel
Pressman, news director; WCAU Philadel-
phia for radio news operation; Donald W.
Thornburgh, station manager, and Charles
Shaw, news director.
Judges in the radio-tv awards were Wil-
liam Garry, CBS Chicago; Edward Keath,
KWK-TV St. Louis, and Edward Lambert,
KOMU Columbia, Mo. Prof. Baskett Mosse,
head of the Medill School of Journalism
radio-tv department, Northwestern U., was
chairman of the awards committee. Prof.
Benjamin H. Baldwin, of Northwestern U.,
was secretary.
Radio-Tv-Newsreelers
Join Fight for Access
Radio-Newsreel-Television Working Press
Assn., New York, last week lashed out at
two quarters which it believes seek to with-
hold news and information.
In two separate letters, ABC commen-
tator Julian Anthony and WRCA-AM-TV
New York News Director Gabe Pressman
attacked the recommendation by a special
American Bar Foundation committee that
American Bar Assn.'s Canon 35 be retained
[Trade Assns., Nov. 4] and charged the
New York City Council with failing to act
on its promise to reconsider its ban on allow-
ing radio-tv newsreel reporters to cover
council hearings. Mr. Anthony is president
of the RNTWPA and Mr. Pressman heads
the association's freedom of information
committee.
Mr. Anthony wrote Charles S. Rhyne.
American Bar Assn. president, that in arriv-
ing at its recommendation, the ABF com-
mittee had made no effort to secure "expert
professional information" and that in its
deliberations the committee had not asked
for direct testimony from "any representa-
Page 42 • November 11, 1957
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TRADE ASSNS. continued
tive of the broadcasting, television or photo-
graphic news profession." Describing the
committee's recommendations as arbitrary,
Mr. Anthony noted, "Under the circum-
stances, there is room for growing public
consternation over the attitudes, moral and
legal, of a group described as judges,
lawyers and legal educators who appear to
arrive at their judgments, decisions, or
recommendations without granting a simple
hearing to those primarily affected by their
deliberations, in the interest of common
justice and equity."
The RNTWPA "urges," Mr. Anthony
concluded, that the ABA not "reach any
conclusion on this vital and complex matter
without considering direct representation
from this association and others in the broad-
casting, television and photographic news
professions. . . ."
Earlier in the week, RNTWPA spokes-
man Pressman wrote Joseph T. Sharkey,
vice chairman and majority leader of the
New York City Council, and chastised him
and his colleagues for failure to act on its
own hearing of March 5, called to determine
whether broadcast reporters should be al-
lowed access to the council's hearings.
In September, Mr. Pressman said, the
council was "reminded" of its obligation.
But "from the silence of yourself and the
council," the letter said, "it would seem
that the council has pigeon-holed our re-
quest and intends to take no action at
all. . . . (We) are shocked that the council
. . . has failed to take a stand one way or
the other on this vital public issue."
The association noted that several other
city departments have allowed radio-tv-
newsreel coverage of their sessions and that
Mayor Robert F. Wagner had "whole-
heartedly" endorsed broadcast coverage.
"We want you to know that failure on
the part of the council to consider and vote
on this issue will not result in the disappear-
ance of the question of radio, newsreel and
television coverage of council proceedings,"
the association declared.
"We do not intend to give up our cam-
paign. Freedom of information is a principle
dearly regarded by many Americans. . . .
(It) cannot prevent its deliberations from
being carried to the public via radio, news-
reels and television and at the same time
expect to maintain the support and confi-
dence of the electorate."
Mr. Sharkey, who could not be reached
earlier in the week because of his active
role in the New York mayoralty election
and who thereafter was "inaccessible," has
not replied to Mr. Pressman's letter. But
his counsel, Herbert I. Bayevsky, said he
would reply for his client. Mr. Sharkey,
maintained his attorney, represents only one
council vote and such action as the
RNTWPA seeks must be approved by all
council members; furthermore, Mr. Bayev-
sky noted, the council earlier this year, in
executive session, voted against allowing
broadcast coverage of its hearings. But Mr.
Anthony, when apprised of this, claimed to
know nothing about this alleged action, and
speaking in lieu of Mr. Pressman (on as-
signment in Florida last week) said, "I think
Page 44 • November 11, 1957
PRAISE FROM IKE
"Astonishing growth" has been
achieved by Radio Television News
Directors Assn. in the last few years,
President Eisenhower said in a mes-
sage of greeting to the RTNDA con-
vention, held Wednesday-Saturday at
Miami Beach, Fla.
"This is a splendid sign of the
success of your service and provides
assurance of continuing progress in
the finest tradition of American jour-
nalism," the President said in a mes-
sage addressed to Ted Koop, CBS
Washington, retiring RTNDA presi-
dent.
The president's recognition of the
position of broadcast news in world
affairs was emphasized by Julian
Goodman, NBC Washington, chair-
man of the RTNDA freedom of infor-
mation committee. He cited a state-
ment by James C. Hagerty, presidential
news secretary, in which the President
was described as considering televi-
sion "tremendously important" and
deserving equality with all other media
of public communication. The Hagerty
statement took the position that the
camera has the same right as the
pencil at a news conference. Mr.
Hagerty said the President shares this
view and Mr. Goodman added, "It
goes without saying that Hagerty's
criterion would also apply to radio
microphones."
they should have told us had such an action
taken place."
Mr. Bayevsky recalled that at one time
during the regime of the late Mayor
Fiorello H. LaGuardia, WNYC New York,
the municipal station, covered City Council
hearings but this practice was discontinued
years ago "because we found that council
members felt obliged to speak even if they
had nothing to say for the benefit of the
radio audience. . . . Thus, the meetings
lasted three times as long as they should
have."
Tv Code Review Board Plans
To Discuss Tv Film This Week
Focus will be placed on tv film program-
ming when the NARTB Television Code
Review Board holds its quarterly meeting
today (Monday) through Wednesday at
Beverly Hills, Calif. The west coast site was
selected because of the growing importance
of syndicated film packages and a resultant
desire of the code board to bring more
production firms into formal relationship
with the industry code.
The board plans its first formal session
with the executive board of the Alliance of
Television Film Producers at a luncheon
meeting today. ATFP's 17 members were
the first to become affiliate code subscribers
earlier this year.
The Wednesday workshop session has
been slated for affiliated producers, con-
tinuity acceptance executives of the networks
and NARTB staff members. The application
of the code's programming standards to
filmed shows will be discussed.
A meeting with major tv film production
firms not now code affiliates has been sched-
uled for Tuesday evening. NARTB President
Harold E. Fellows will address that gather-
ing.
Other agenda items include a report on
staff monitoring since June, viewer com-
plaints and comments, code promotion plans
and a report on personal products adver-
tising.
The NARTB staff also will submit a plan
to provide subscribers with complete pro-
motion kits, including sound film, slides,
balops, mats and spot announcements. Kits
will be available after Jan. 1.
Members of the Code Review Board are
Chairman William B. Quarton, WMT-TV
Cedar Rapids, Iowa; Mrs. Hugh McClung,
KHSL-TV Chico, Calif.; Richard Borel,
WBNS-TV Columbus, Ohio; Roger W.
Clipp, Triangle Stations, Philadelphia, and
Donald H. McGannon, Westinghouse
Broadcasting Co., New York.
Fellows to Address Engineers
At Next Year's NARTB Sessions
NARTB President Harold E. Fellows will
address the opening day luncheon of the
Broadcast Engineering Conference during
the association's 36th annual convention in
Los Angeles next spring.
Mr. Fellows' talk and the engineering
radio-tv agenda were among plans discussed
by a BEC committee meeting in Chicago
last week under chairmanship of Joe Epper-
son, WEWS (TV) Cleveland. The engineer-
ing conference is set for April 28-May 1,
with formal NARTB convention and man-
agement activities slated to get underway
the following day (Tuesday).
A management talk by Mr. Fellows April
30 (Wednesday) will be piped by closed cir-
cuit from the Biltmore to the engineering
conference luncheon at the Statler Hotel.
Aside from engineering sessions, opening
day activities Monday will include non-
agenda meetings as in past conventions.
Management and engineering sessions will
be held at the Biltmore and Statler, respec-
tively.
The engineering conference has been set
up along these divisional lines: (Monday
morning ) — radio ; ( afternoon ) — television ;
(Tuesday morning) — joint general session;
(afternoon) — radio; (Wednesday morning)
■ — joint general session; (afternoon) — tele-
vision; (Thursday morning and afternoon)
■ — radio-tv. An FCC panel will be featured
during the Wednesday morning joint gen-
eral session.
The BEC committee, meeting at the Con-
rad Hilton Hotel Wednesday, also explored
suggestions for technical papers to be pre-
sented at the convention. A. Prose Walker,
NARTB engineering manager, reportedly
has received good response from members
and associate members on his letter inviting
proposals.
Committee members attending last week's
planning session, aside from Mr. Epperson,
were Bill Grove, KFBC Cheyenne, Wyo.,
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Broadcasting
November 11, 1957 • Page 45
TRADE ASSNS. continued
MR. WHISNAND
and Jim Russell, KKTV (TV) Colorado
Springs, Colo., serving as liaison between
BEC and the NARTB convention commit-
tee, and the following: Jim Parker, CBS;
Raymond Guy, NBC; Les Learned, MBS;
John Leitch, WCAU Philadelphia; Max
Bice, KTNT Tacoma, Wash., and Ray
Pratt, WHO Des Moines.
NARTB staff members included Messrs.
Fellows and Walker; George Bartlett, as-
sistant to the engineering manager; Everett
E. Revercomb, secretary-treasurer; John F.
Meagher, vice president for radio, and Don-
ald Martin, assistant to the president in
charge of public relations.
Whisnand Named to Presidency
Of Massachusetts Broadcasters
Roy V. Whisnand, vice president of
Plough Broadcasting Corp. and general
manager of WCOP Boston, was elected
president of the
Massachusetts
Broadcasters' Assn.
at its annual meet-
ing Oct. 29 in Bos-
ton.
Named to serve
with Mr. Whisnand
were Bill Swartley,
Westinghouse Broad-
casting Co. vice
president for WBZ-
AM-TV Boston,
MBA vice president;
George Jaspert, WCCM Laurence, re-elected
treasurer, and Larry Reilly, WTXL West
Springfield, secretary.
Elected directors: John Hurley, manager,
WNEB Worcester; Dick Adams, WKOX
Framingham; Tom Gorman, manager,
WEEI Boston; George Steffy, Yankee Net-
work vice president for WNAC-AM-TV
Boston, and Woody Tarlow, immediate past
president of MBA and manager of WHIL
Medford.
Holbrook Named to SCBA Post
Art Holbrook, 20-year veteran in radio-tv,
who resigned as manager of WIBW-TV To-
peka to enter the management consultant
field on the West Coast, has been named
managing director of Southern California
Broadcasters Assn., effective Nov. 15. He
succeeds W. J. Taylor, resigned. Mr. Hol-
brook for many years served the radio-tv
properties of Capper Publications and was
one of the founders of the Kansas Assn.
of Radio Broadcasters.
North Carolinians Elect Jones
New officers of the North Carolina Assn.
of Broadcasters were elected Nov. 1 at a
meeting in Winston-Salem: president, E. Z.
Jones, WBBB Burlington; vice president for
radio, Jack Hankins, WELS Kinston; vice
president for tv, Gaines Kelley, WFMY-TV
Greensboro; directors, Richard Mason,
WPTF Raleigh, J. Robert Marlowe, WGWR
Asheboro and Robert Hilker, WCGC Bel-
mont; director for tv, William Roberson
Jr., WITN (TV) Washington. The spring
meeting was scheduled for Southern Pines
May 15-16.
RAB TO BOLSTER SALES SETUP
Plans to expand and strengthen Radio
Advertising Bureau's sales techniques were
approved by the RAB board of directors at a
business-packed semiannual session in New
York last Wednesday.
The board also:
• Re-elected Board Chairman Kenyon
Brown, President Kevin B. Sweeney and
other officers for another year.
• Approved a $450,000 budget for RAB
operations in the first half of 1958.
• Authorized RAB executives to explore
possibilities for the development of a radio
advertising textbook for use in colleges and
universities offering courses in radio [Closed
Circuit, Aug. 12].
• Approved expansion of National Radio
Week into National Radio Month, subject to
approval of the annual observance's co-spon-
sors [At Deadline, Sept. 2].
• Endorsed a plan to conduct "sales
barrages" among more than 1,000 regional
advertisers and agencies early in 1958.
Under plans approved by the board, RAB
management will conduct 60 individual sales
clinics for rriember stations in all geographi-
cal sections during next March and April.
This time, however, the clinics will be in two
groups: half for large-market stations and
half for those in small markets. Each group
will receive presentations consisting of new
material appropriate to the size and character
of its market and facilities.
RAB's setup for selling to advertisers and
agencies also was revised. In the past, mem-
bers of the 11 -man staff of national account
executives have sold individually by product
categories. In the future they will be reor-
ganized into groups, each of which will make
continuing sales presentations to related
products categories — grocery products, con-
fectionery, beverages and food chains form-
ing one group, for example, and automo-
biles, auto accessories, motor oils, gasoline
and automotive chain stores another. Of-
ficials said this reorganization is designed to
take better advantage of the abilities of in-
dividual salesmen and also is expected to
permit more efficient solicitation of chain
retailers.
Re-elected, in addition to Chairman
Brown — of KGLC Miami, Okla. — and Pres-
ident Sweeney, were John F. Hardesty, vice
president and general manager; Sherril Tay-
lor, vice president and promotion director;
William B. McGrath, WHDH Boston, sec-
retary; John S. Hayes, WTOP Washington,
treasurer, and William L. Morison, assistant
secretary-treasurer.
Approval of plans for presentations to
1,000 regional advertisers and agencies —
located in 44 markets — will keep the RAB
task force on the road extensively during the
first 25 weeks of next year, officials reported.
They said each advertiser and agency will
receive a presentation tailored to his par-
ticular business and type of account.
The plan to convert National Radio Week
into National Radio Month, officials said,
resulted from a membership polling which
showed 4 to 1 endorsement of the change.
Presumably next May would be designated
as National Radio Month, since it is in May
Page 46
November 11, 1957
that National Radio Week now is scheduled.
The change is subject, however, to approval
by the three other co-sponsors — NARTB,
Electronic Industries Assn. and National
Appliance, Radio-Tv Dealers Assn.
On hand for the meeting were officer-
board members Brown, Sweeney, McGrath
and Hayes, and Richard D. Buckley, WNEW
New York; Charles C. Caley, WMBD Peo-
ria, 111.; John C. Cohan, KSBW Salinas,
Calif.; Robert E. Dunville, WLW Cincin-
nati; Robert Eastman, ABN, New York;
Frank P. Fogarty, WOW Omaha; Simon
Goldman, WJTN Jamestown, N. Y.; Arthur
Hull Hayes, CBS Radio, New York; George
J. Higgins, KMBC Kansas City, Mo.; Alex
Keese, WFAA Dallas; C. Howard Lane,
KOIN Portland, Ore.; Elroy McCaw, WINS
New York; Robert T. Mason, WMRN Mar-
ion, Ohio; Gilmore Nunn, WBIR Knox-
ville, Tenn.; John B. Poor, RKO Teleradio
Pictures, New York; William E. Rine, Storer
Broadcasting Co., Miami Beach; Don Searle,
KXXX Colby, Kan.; Ben Strouse, WWDC
Washington; Donald W. Thornburgh,
WCAU Philadelphia; Allen M. Woodall,
WDAK Columbus, Ga., and Adam J. Young
Jr., Adam J. Young Inc., New York.
Absent were Joseph E. Baudino, Westing-
house Broadcasting Co., Washington; Ed-
ward Breen, KVFD Fort Dodge, Iowa;
Matthew J. Culligan, NBC Radio, New
York; Edward Petry, Edward Petry & Co.,
New York, and Paul Roberts, MBS New
York.
It's Now Broadcast Pioneers;
Group to Start Expansion Program
The Radio Pioneers has changed its name
to Broadcast Pioneers to describe "more
properly all fields of communication activi-
ties which the pioneers always have encom-
passed," according to an announcement
today (Monday) by the organization's presi-
dent, John Patt, who is president of WJR
Detroit.
Mr. Patt said the Broadcast Pioneers will
embark upon a program of expansion of
membership and activities. Sol Taishoff.
editor-publisher of Broadcasting, has been
named head of the membership committee,
and Roy Harlow, local chapter coordinator.
Mr. Harlow may be contacted at Broadcast
Pioneer headquarters, 589 Fifth Ave., New
York, for information on establishing new
local chapters. Mr. Patt reported that a com-
mittee has been named to explore future
projects, such as a permanent home for the
pioneers' archives, the establishment of
scholarships for the study of communica-
tions and a museum to house early-day and
modern broadcast equipment.
Formed originally as the Twenty Year
Club following a suggestion in 1942 by Dr.
H. V. Kaltenborn at an NBC dinner mark-
ing his 20 years in radio, the club was re-
organized and renamed the Radio Pioneers
club in 1947. Local chapters are in New
York, Philadelphia and Washington and
additional chapters are being formed in Los
Angeles, Detroit, Cleveland and other
cities.
Broadcasting
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TRADE ASSNS. continued
LIVELY TALKS MARK BPA MEETING
• Audience promotion, merchandising emerge as main concerns
• 315 attend organization's second get-together in Chicago
Audience promotion problems and sta-
tion-agency-client merchandising relation-
ships emerged as the liveliest topics at the
Broadcasters' Promotion Assn.'s second
annual convention-seminar in Chicago.
All facets of broadcasting, including film
syndicators, came in for their share of
knuckle-rapping during the Nov. 1-2 ses-
sions at the Hotel Sheraton. Registration
reached 315, including delegates from the
sales representative, film distributor-produc- -
tion, agency-client and public relations fields.
Elliott W. Henry Jr., ABC Central Div.
director of advertising, promotion and pub-
licity, was elected president, succeeding
David E. Partridge, advertising and sales
promotion director of Westinghouse Broad-
casting Co. (story, page 50). BPA delegates
voted to hold their 1958 convention-seminar
in St. Louis probably in November.
A friendly controversy over station pro-
motion cooperation with agencies, clients
and film distributors was sparked in the
final Nov. 2 session by John F. Hurlbut,
WFBM-AM-TV Indianapolis, and Alton
Farber, assistant manager of public relations,
J. Walter Thompson Co., Chicago, along
with his assistant, Bill Bennett.
Mr. Hurlbut pointed out broadcasters and
the agency sponsor are mutually interested
in greater audiences, commercial exposure
and sales results.
"Remembering that the advertiser has
bought our facilities to reach people, it is
only natural that he is interested in reaching
just as many people as possible," he as-
serted. "We broadcasters, too, are inter-
ested in high program ratings. This, then is
a common objective — shouldn't both of us
be interested in doing something about at-
taining those maximum ratings? Is it right
for our advertising partner to demand that
only we broadcasters exert all the effort
to woo the public? Cannot more effective
results be achieved if we work together in
promoting the maximum audience for the
program in question?"
Mr. Hurlbut cited Sindlinger studies as
proof that radio-tv are basic media and
dominate public attention, and questioned
whether "the advertiser simply should be
satisfied with his agency asking us for
courtesy announcements at the start of a
program campaign, or should he do some-
thing about making those announcements
more effective?"
While many agencies, clients and film
syndicators "believe in cooperative promo-
tion effort with broadcasters," Mr. Hurlbut
acknowledged, there's room for improve-
ment. When a campaign starts, the sponsor
and agency should prepare complete kits,
including film trailers, for station use and
should follow through with a "flow of usable
material," he felt.
Mr. Hurlbut charged that the area of
"talent exploitation" is "almost 100% over-
looked" in the industry and felt it could
learn "valuable lessons" from motion pic-
tures. "Stations could do a great deal of
local exploitation of radio and television
stars, if such stars were available for such
local exploitations," in personal appearances
or for spot announcements, particularly in
key markets, he said.
Messrs. Farber and Bennett explained
JWT's Chicago broadcast exploitation serv-
ice and stressed that the promotion manager
is the key to the success of any agency. The
agency must aid the client and help promo-
tion, they emphasized, supplying promotion
kits as a basic function. Networks have
neither the time nor money to produce a
wide range of material for clients, it was
pointed out. They also reported on a
Chicago survey by JWT tending to dis-
prove the theory that station promotion
managers promote local shows more than
network properties. Mr. Farber noted that
JWT in Chicago has pioneered in broad-
NEWLY-ELECTED BPA President Elliott W.
Henry Jr. (I) accepts congratulations from
David E. Partridge, outgoing president.
cast exploitation for such clients as Seven-
Up Co. (Zorro, Soldiers of Fortune), Dr.
West and other clients and has set up a sta-
tions relations department (with Geri Litvak
as director). Its activity on station promotion
contests has been "low-pressure," he em-
phasized.
A question-and-answer period brought
out complaints that tv stations in some
instances failed to receive promised advance
promotion material on feature films, and
that distributors in others have been slow
to furnish promotion material on syndicated
properties. Syndication representatives pre-
sent protested these inferences, claiming
material is available on request.
James Hanlon, public relations manager
of WGN-AM-TV Chicago, an independent
station, suggested in a floor comment that
"the time to prepare such material is in
advance, not when 26 films are in the can."
A previous merchandising panel Saturday
included Paul Woodland, WGAL-TV Lan-
caster, Pa., as moderator, and Haywood
Meeks, WMAL-TV Washington, D. C;
Robert R. Kenney, WMT-TV Cedar Rapids,
Iowa; Bert Downing, KYW Cleveland; H.
Keith Wilson, WTTV (TV) Bloomington,
Ind., and William P. Davey, KSTP-TV
Page 48
November 11, 1957
Minneapolis-St. Paul. They debated mer-
chandising as a "red ink invader or a
bugaboo," demands for equal support among
clients, staffing requirements and such aids
as window streamers, displays, letters, post
cards and personal contact.
Some trains of thought:
Mr. Meeks — Personal contact is important. . . .
Stations should not be expected to merchandise
for all timebuyers. . . . Jumbo cards are pre-
ferred aids.
Mr. Kenney — Not all merchandising benefits
the buyer. . . . The station can hit the payoff
by adding another permanent account. . . .
There's a yardstick, "the more he buys — the
more we'll do for him."
Mr. Downing — Effective merchandising moves
the product, aids the station, builds prospective
clients and betters the situation for additional
advertising with the station.
Mr. Wilson — Because a station may not use
merchandising aids does not mean it should be
shunned by prospective clients and agencies.
The client spending the most dollars has more
of an opportunity for merchandising on any
given station. But for prospective clients excep-
tions are made to open bigger revenues. . . .
Plans for merchandising should be done with
the national sales manager, local sales manager,
or both. . . .
Mr. Davey — If used by the stations properly,
merchandising aids can be useful in promoting
the station as well as the sponsor. . . . Some
accounts buy the merchandising and not the
station's time.
The convention-seminar opened Nov. 1
with a welcoming address and report by
Mr. Partridge and election of a nominating
committee for 1958 officers and directors.
He reported BPA now has 207 members
(173 voting; 21 associate from allied fields,
and 13 affiliate, or those from organizations
already represented in the voting category).
BPA participation in promotion bulletin
efforts and its opposition to promotion man-
agers contests were reviewed, along with its
objectives of furthering recognition and
extension of broadcast promotion, increasing
the effectiveness of its personnel, and as-
sisting broadcasters to acquire competent
promotion personnel.
James Kiss, WPEN Philadelphia, at the
opening trade paper advertising session,
suggested basic management conferences
with program, sales and promotion person-
nel and utilization of "showmanship" in
copy and art work. Trade paper advertising
doesn't sell itself, he cautioned, but estab-
lishes the station's identity and paves the
way for sales.
The opinion that too many trade ads look
alike and that messages should be made
forcefully, creatively and simply was put
forth by Jeffrey A. Abel, radio director,
Henry J. Kaufman & Assoc., Washington,
D. C. He felt there is little relationship be-
tween station call letters and brand impulse
and there is "little or no impulse buying."
Ads should create a favorable impression
on timebuyers so they'll remember them
when the time to buy arrives, he said.
Frank Brady, Cohen & Aleshire Inc.,
N. Y., called for original and uncomplicated
ads, claiming too many have little recall or
identification. A study by his agency showed
that marketing, programming and ratings
rank in that order of data preference among
account executives, while programming, rat-
ings and station personalities top timebuyers'
lists. Merchandising data ranked fifth among
account people and last for buyers, while
personality endorsements were far down
both lists.
Jack Dorr, WBNS-TV Columbus, re-
viewed his station's use of general publica-
tions (New Yorker and Fortune) and sug-
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November 11, 1957 • Page 49
TRADE ASSNS. continued
gested merchandising via trade publications
to sell "smaller specifics."
The luncheon speaker was Ben H. Wells,
vice president in charge of advertising and
sales, Seven-Up Co., St. Louis [At Dead-
line, Nov. 4].
The session devoted to on-the-air pro-
motion included Gene Godt, WCCO-TV
Minneapolis, as moderator; Alice Koch,
KMOX St. Louis; William Walker, WFGA-
TV Jacksonville, Fla., and William J. Ka-
land, national program manager. Westing-
house Broadcasting Co. A second panel
on sales presentations comprised Charles
A. Wilson, WGN-AM-TV Chicago, as chair-
man; Harry Wilber, WBBM Chicago; Tom
Henry Named President
At BPA Business Meet
Elliott W. Henry, Jr., director of adver-
tising, promotion and publicity at ABC
Central Div. (WBKB [TV] Chicago), as-
sumed the reins of the Broadcasters' Pro-
motion Assn. immediately upon his election
as 1958 president at its closing convention
business session in Chicago Nov. 3.
Mr. Henry, who served as 1957 con-
vention-seminar chairman, has been associ-
ated with ABC 14 years. He has headed its
central division advertising-promotion-pub-
licity department since the merger of the
network with United Paramount Theatres
and formation of American Broadcasting-
Paramount Theatres Inc. early in 1953. He
succeeds David E. Partridge, advertising and
sales promotion manager of Westinghouse
Broadcasting Co.
Re-elected were Charles A. Wilson, WGN-
AM-TV Chicago, first vice president, and
Montez Tjaden, KWTV (TV) Oklahoma
City, second vice president. Four new di-
rectors named for three-year terms were
James M. Kiss, WPEN Philadelphia; Ken-
neth N. McClure, WMBR-TV Jacksonville,
Fla.; Ed Morrissey, KIMA-AM-TV Yakima,
Wash., and John F. Hurlbut, WFBM-AM-
TV Indianapolis, Ind.
Mr. Henry will appoint a new paid sec-
retary-treasurer to succeed Ellen M. Johan-
sen, Westinghouse Broadcasting Co. Robert
Moran, WBEL Beloit, Wis., was elected
by the board to fill the unexpired two-year
term of Joe Zimmerman, now general man-
ager of WLBR-TV Lebanon, Pa., and for-
merly with WFIL-AM-TV Philadelphia.
Mr. Henry's election was unanimous, al-
though his candidacy reportedly was con-
tested by three others who sought the nom-
ination.
Mr. Partridge was lauded in a BPA
resolution, which noted he "undertook and
successfully executed the varied, complicated
and often frustrating task of presiding . . .
in its initial and crucial year." Miss Johan-
sen also was commended, along with her
assistant, Hilda Woehrmeyer.
Other resolutions praised the radio-tv
trade publications for their "contributions,"
including joint sponsorship of the pre-ban-
quet reception Nov. 1 ; industry segments
(Westinghouse Electric Corp., Westinghouse
Broadcasting Co., CBS and RCA) which
contributed attendance prizes; the efforts of
March, WWCA Gary, Ind.; Dick Hodgson,
executive editor, Advertising Requirements,
and Don Smith, education and personnel
department, International Harvester Co.,
Chicago.
Miss Koch stressed the importance of
on-the-air promotion on the same plane
with that of the advertisers' own campaigns,
and recommended localized announcements,
along with integration of personalities and
community interests and cross-promotion
of network shows. Mr. Walker suggested
"using your own medium and facilities"
for major promotion efforts.
Mr. Kaland cited what he called "fum-
bling, mumbling spots" and the concept of
"Programotion" designed to make such an-
the convention-seminar chairman and enter-
tainment committee, and radio-tv station
managers for their "faith in the concepts
and future" of BPA.
The new BPA board will study five rec-
ommendations of its projects committee,
headed by Mr. Hurlbut, for maintenance
of display and hospitality quarters at the
1958 NARTB annual convention in Los
Angeles; a series of proposed regional BPA
meets; annual "Broadcast Promoter Award";
a basic sell ("Broadcasting is Basic") cam-
paign, and a BPA scholarship. A motion
was adopted for a steering committee to
discuss 1958 activities and budget require-
ments.
Named during the business session was
a 1959 nominating committee (for the 1958
convention in St. Louis) comprising Gene
Godt, WCCO-TV Minneapolis-St. Paul, as
chairman; Howard W. Meagle, WWVA
Wheeling, W. Va., and Burt Toppan, WTVJ
(TV) Miami. The 1958 nominating unit in-
cluded Paul Woodland, WGAL-AM-TV
Lancaster, Pa., as chairman, and Miss
Tjaden and Mr. McClure.
BPA elects four new directors for three-
year terms at each convention, maintaining
the original rotation of four each for one-,
two- and three-year terms. Holdover di-
rectors are Bruce Wallace, WTMJ-AM-TV
Milwaukee; Haywood Meeks, WMAL-TV
Washington; Roy C. Pedersen, WDAY-AM-
TV Fargo, N. D.; Sam Elber, WERE Cleve-
land; Gene Godt, WCCO-TV Minneapolis-
St. Paul; Marion Annenberg, WDSU-AM-
TV New Orleans, and Joe G. Hudgens,
KRNT-AM-TV Des Moines. Mr. Wallace
was chairman of the resolutions group; Dor-
othy Sanders, WLWD (TV) Dayton, Ohio,
of the convention site committee, and John
Keys, WMAQ-WNBQ (TV) Chicago, of the
entertainment unit.
Sigma Delta Chi Convention
Opens Wednesday in Houston
Annual convention of Sigma Delta Chi,
national journalistic fraternity, opens this
Wednesday at the Shamrock Hilton Hotel
in Houston. Sessions will run through Sat-
urday when election and installation of new
officers for the coming year will take place.
A panel discussion on the problems of
developing professional talent in journalism
is scheduled for the afternoon of the first
day. The panel, presided over by Edward
Lindsay, Decatur, 111., will include James
nouncements more entertaining, with em-
phasis on imagination and basic creative-
ness.
Low-cost, impact-making techniques for
sales presentations were reviewed by Inter-
national Harvester's Mr. Smith. Mr. Wilber
said many broadcasting salesmen are inex-
perienced in the sales of intangibles and
said many have a "seeming apathy" to the
use of sales aids.
Mr. March described the problems of
WWCA Gary, whose coverage area is over-
shadowed by major city stations and whose
facilities serve as a jumping-off or turn-
over point for "raw material."
Examples of effective and low-cost direct
mail pieces were delivered by Mr. Hodgson.
Byron, news director for WBAP-TV Fort
Worth, and Robert Cavagnaro, San Fran-
cisco AP executive. The latter two are SDX
vice presidents.
On Thursday, Jake Q. Mahaffey, editor
of the Texarkana Gazette and Daily News,
will be speaker at the awards luncheon. Don
Martin, NARTB public relations chief and
a member of the 1957 historic sites com-
mittee, will report on the project to mark
the home of the late H. L. Mencken.
Charles E. Wilson, president of the Peo-
ple to People Foundation and former
president of General Electric Co., will ad-
dress the Friday banquet.
John T. Jones Jr., president of the
Houston Chronicle (KTRH and KTRK-TV)
is convention chairman. Arthur Laro, execu-
tive editor of the Houston Post (KPRC-
AM-TV) is president of the Texas Gulf
Coast Chapter which is host chapter for
the convention. Sol Taishoff, editor and
publisher of Broadcasting, is SDX na-
tional president.
Farm Directors' Sales
Effectiveness Cited
An all-out campaign to put a better focus
on the farm broadcasters' effectiveness In
selling for the advertiser gets off the ground
this month. Bulwark of the first phase is
one of the more comprehensive and reveal-
ing studies of the American farmer's listen-
ing and viewing habits. The findings, re-
leased by the National Assn. of Television
& Radio Farm Directors, are contained in
special brochures and separate radio and
tv slides.
First full scale showing will be Nov. 29
in Chicago at the NATRFD's annual con-
vention. Advertisers, radio and tv station
managers have been invited to the session..
Members of the 11 -man committee which
compiled the information will be on hand.
The presentation, entitled "Is Your Farm
Advertising Balanced for Best Results?",
emphasizes these points:
• Cash farm income during 1956 was
$30.9 billion. Another $6.7 billion of non-
farm income raises the farmers' total in-
come to $37.6 billion.
• American farmers in one year spent
$22.1 billion to keep their farms operative.
Another $15.7 billion went for family
living expenses.
• The daily contact of the radio-tv farm
Page 50 • November 11, 1957
Broadcasting
Detroit's Torch Drive and WWJ-TV
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Is
With "Give Once for All" as its rallying cry, the United
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Faith in WWJ-TV is another notable Detroit characteristic —
faith engendered by WWJ-T V's acknowledged leadership and
emphasis on quality in every phase of television.
That's why seeing is believing to the great WWJ-TV audience
— a priceless advantage to every advertiser.
RENE JOHNSON
1957 Torchlighter
ASSOCIATE AM-FM STATION WWJ
First in Michigan ■ owned & operated by The Detroit News
National Representatives: Peters, Griffin, Woodward, Inc.
Broadcasting
November 11, 1957 • Page 51
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Page 52 • November 11, 1957
Broadcastin
TRADE ASSNS. continued
COWS-PER-THOUSAND
Madison Avenue yardstick men,
steeped in the tradition of precise and
detail media measurements, may have
learned a new twist from the newest
presentation of the National Assn.
of Television & Radio Farm Directors
(story, page 50). In it, NATRFD re-
ports on a major farm advertiser who
figured his costs down to "cows per
spot." Taking the number of cows
in the coverage area of each of the
1 1 stations carrying his spot, the spon-
sor divided the cost of one spot into
the number of bovines. For example,
he found that station A had 517,576
cows in its area, and at a cost of
$42.50 per spot, this meant 12,178
cows "per one spot dollar expended."
directors with farmers, agricultural special-
ists and the directors' awareness of farm
problems has established farm directors as
persons of believability and trust in the
farmers' eyes.
• Radio listening per week by the average
rural and village family amounts to 17
hours, 5 minutes per week. This compares
to the average of 16 hours, 44 minutes in
all U. S. homes.
• Farmers spend more time with radio
than any other medium.
• Tv sets were owned by 65% of the
farmers as of August 1957.
The NATRFD presentation was prepared
by a sales promotion committee composed
of Jerry Seaman, Bert S. Gittins Advertising,
Milwaukee; Bob Stephens, KFYO Lubbock,
Tex.; Dix Harper, Aubrey, Finlay, Marley
& Hodgson, Wheaton, 111.; Forrest Blair, Ed-
ward Petry & Co., Chicago; Larry Haeg,
WCCO Minneapolis; Delbert Rucker, Na-
tional Plant Food Institute, Washington, D.
C; Jack Stratton, WKY-AM-TV Oklahoma
City; John Bradshaw, John Bradshaw &
Associates, Toronto; Don Lerch, Don Lerch
Jr. & Co., Washington; Bob Parker, WBAY-
AM-TV Green Bay, Wis., and Mai Hansen,
WOW-AM-TV Omaha.
The committee engaged Donald Lerch
Jr. & Co. which specializes in agricultural
affairs to compile the information. Produc-
tion on the brochure was by Bert S. Gittins
Advertising. Cost was paid for through the
NATRFD and Allis-Chalmers Mfg. Co.
through the cooperation of Charles Karr,
sales promotion manager.
MRIA Names Altshuler Director
The Magnetic Recording Industry Assn.,
New York, a national organization of tape
recorder and tape recording equipment
manufacturers, announces the appointment
of Edward A. Altshuler as its managing di-
rector. The association also reports that it
plans to establish new national headquarters
at 6234 Scenic Ave., Los Angeles.
Mr. Altshuler heads the Los Angeles man-
agement consultant firm of Altshuler & Co.
He formerly was national marketing man-
ager of American Electronics Corp.'s tape
recording division and chairman of the
MRIA public relations committee.
FILM
AAP CONSIDERING
The "Popeye" revival made possible by
tv may result in the production of new
cartoons featuring the jaunty sailor man,
it was learned last week.
As yet, plans for new production are
very much long range and, should produc-
tion prove to be a non-profitable venture,
the blueprint will be scrapped.
AAP Inc., which distributes the cartoons,
has been successful in both its Popeye
sales and merchandising activities. Its ex-
ploration in new Popeye production will
be slow and meticulous. Officials will be
concerned with such things as quantity
(Paramount, for example, produced only
8-12 Popeyes per year), cost of production,
and related problems, such as a method for
rotation of prints. AAP now distributes a
package of 234 Popeye cartoons for which
it acquired the tv rights last year from
Paramount Pictures Corp. and King Fea-
tures for $2,225,000. AAP at that time ob-
tained options for new production.
While plans still are not firm, AAP prob-
ably would attempt to franchise one station
in each market, presenting that outlet with
exclusive Popeye programming, merchandis-
ing and marketing as well as expected spon-
sorship. New production would be in color
and full animation.
AAP has sold the series in about 88 mar-
kets. Of these, 28 stations participate in its
merchandising plan, a unique arrangement
offering three types of participation or mer-
chandising "packages" tailored to give the
station a return or share of the profit (for
details, see Film, Aug. 12).
This is what has been happening in
AAP's merchandising activity — both current
developments and future plans:
• The merchandising unit now is a sepa-
rate entity from AAP Inc. and a subsidiary
of Associated Artists Corp. The new com-
pany is called Associated Artists Enterprises
Inc. Paul Kwartin, who has headed the
merchandising activity since its inception,
is executive vice president of AAE; Mar-
guerite Blaise is assistant director of mer-
chandising, and Peter Cook is manager of
station relations. Object of the new entity:
maximum exploitation of character mer-
chandising.
• Popeye cartoons so merchandised are
merely the beginning. The next step for the
merchandising company — which works with
toy and children's clothing manufacturers
to exploit the cartoon characters made
famous via AAP's tv distribution — will be
other film properties distributed by AAP.
Characters such as Bugs Bunny, which ap-
pears in Looney Tunes (acquired from
Warner Bros, and distributed to stations),
soon will come into the merchandising orbit,
eventually to be followed by features AAP
distributes.
• At the same time, AAE is looking to
foreign exposure of AAP packages to pave
the way for merchandising activity abroad.
Merchandising plans for Great Britain with
cooperation of King Features (for Popeye
cartoons) have been completed. King
Features is the character copyright owner
for Popeye as is Warner Bros, for the Bugs
NEW 'POPEYES'
Bunny and other Looney Tunes characters.
This also will lead to merchandising in
Canada, according to current blueprints.
• For the first time, AAE and King
Features are moving to the food sponsorship
factor: that is, Popeye food items. First of
these is Popeye peanut butter to be marketed
by Sussex Foods Inc., New York, which will
buy time on stations showing the Popeye
cartoons. A premium tie-in will be used.
• The first new balloon in six years in
the famous Macy's Thanksgiving parade
will be a 55-foot-high replica of the Popeye
doll now merchandised by AAE. Goodyear
Tire & Rubber Co.'s Aircraft Division spent
3V2 months constructing the balloon at two
plants, in Phoenix and Akron. The
largest balloon in the parade (an estimated
40 million people see the parade which is
telecast on NBC-TV Thanksgiving Day),
Popeye will be filled with helium and guided
down Broadway by 42 men at ropes attached
to the mammoth airborne "float." Invested
in this project alone: an estimated $35,000
by Macy's and AAE. Macy's now has a
permanent "Popeyeville" on the fifth floor
of its downtown New York store. WPIX
(TV) New York will have a merchandising
tie-in with both AAE and the store (WPIX
telecasts Popeye in New York).
• New Popeye items have been added to
a list that in mid-summer easily totaled some
50 articles.
Three Organizations Join
To Make Industrial Tv Films
Warner Bros., William Morris Agency
and Heyward-Wilkes, writing-production
company for films for industry, are pooling
their resources in an association for the crea-
tion, production and exploitation of motion
pictures for the use of industrial concerns
on tv, at sales and trade conventions and
for educational and public relations pur-
poses.
The terms of the agreement call for
Warner Bros, to provide the full production
facilities of its studios in Burbank, Calif.;
William Morris to help coordinate the activi-
ties of the film production units with the in-
dustrial companies, and Heyward-Wilkes to
KNOWS NO BOUNDS
Although Macy's department stores
in the New York City area figure
heavily in AAP-Popeye promotions,
the store demonstrations are in various
other cities around the country. For
example: Bamberger's in Newark,
N. J.; Jordan Marsh in Miami; Wana-
maker's in Philadelphia; Food Fair
(supermarkets) in the Lebanon, Pa.,
and Philadelphia areas; May Co. in
Denver; J. C. Penney stores in Hunt-
ington; Everybody's Department Store
in Fort Worth; Lit Bros, in Philadel-
phia; Malley's in New Haven, and
Phillips Department Store in Omaha.
Broadcasting
November 11, 1957 • Page 53
UNION STATION PLAZA :
one of a series of impressions
of Washington by T. Miyashita
commissioned by WTOP Television
at Broadcast House, Washington, D. C.
Operated by The Washington Post Broadcast Division
Represented by CBS Television Spot Sales
UNION STATION PLAZA
by T. Miyashita
Fifth of a series of impressions of Washington
commissioned by WTOP Television
at Broadcast House, Washington, D. C.
Operated by The Washington Post Broadcast Division
Reprints of this series available on request.
FILM CONTINUED
supply the creative talents needed for the
production of films for industry.
Establishment of the combination of en-
tertainment industry resources for the serv-
ice of manufacturers, called the first of its
kind, was ann©unced Thursday by Jack L.
Warner, president of Warner Bros., Abe
Lastfogel, president of William Morris
Agency, and Nat Wilkes, president of Hey-
ward-Wilkes.
Eells Appointed Exec. V. P.
Of United Artists Tv Inc.
Bruce G. Eells, vice president of national
and syndicated sales in the western and
central divisions, Television Programs of
America, has been
appointed executive
vice president of
United Artists Tele-
vision Inc., the re-
cently-formed UA
subsidiary. An-
nouncement of Mr.
Eells' appointment
was made Wednes-
day by UA President
Arthur B. Krim.
Mr. Eells will
MR. EELLS head the tv produc-
tion activities of the studio, the exact nature
of which has not been announced [Film,
Nov. 4]. He also will take charge of the
company's syndication of post- 1948 theatri-
cal films. Tv Sales Director John Leo will
report to Mr. Eells.
Official Films Reports
Record Sales, Earnings
Official Films Inc., New York, has re-
ported record sales and earnings for the
company for the fiscal year ended June 30,
during the company's annual meeting of
stockholders. Sales were listed at $6.5 mil-
lion as compared with $6.1 million in the
previous period and earnings at $983,000,
equal to 16 cents per share on 2,644,000
shares, as compared with $908,000 (also
equal to 16 cents per share) last year on
50,000 less shares then outstanding.
Harold L. Hackett, chairman and presi-
dent of Official, told stockholders that one
important yardstick of the company's growth
since 1954 is the large increase in the num-
ber of its properties. Today, he said.
Official distributes 27 series totaling 1,319
half-hours as against five series covering
129 half-hours in 1954.
Official's major departure this season, he
said, was to offer stations three new series
on a syndicated basis, contrasting with the
company's previous practice of servicing
stations with re-runs of programs originally
carried on networks. New series are Sword
of Freedom, starring Edmund Purdom;
Decoy, starring Beverly Garland, and The
Big Story, starring Burgess Meredith.
Mr. Hackett also announced the company
has declared a cash dividend of five cents
per share payable Dec. 2 to stockholders of
record Nov. 15. He noted this is the second
cash dividend this year, the company having
declared an earlier five-cent dividend last
June.
MR. LEVEY MR. SPIRT
TPA Promotes Spirt, Levey;
Plant Reassigned to Coast
Two staff promotions and one sales execu-
tive reassignment at Television Programs of
America were announced last week by
Michael M. Sillerman. executive vice presi-
dent of TPA.
Arthur Spirt, account executive in the
central division, Chicago, has been promoted
to manager of the central division. Stanley
Levey, spot manager for TPA, has been
promoted to the newly-created position of
national director of stations sales. Walter
Plant, recently named vice president for the
central division, has been reassigned to Los
Angeles where he will succeed Bruce Eells
as vice president in charge of the western
division. Mr. Eells has resigned to join
United Artists (story this page). Messrs.
Plant, Spirt and Levey all joined TPA
during the past year.
TPA will hold a national sales meeting in
New York Nov. 18 for the benefit of new
account executives now being added to the
staff under Mr. Plant, Mr. Spirt and Hardie
Frieberg, vice president of the eastern divi-
sion.
Loew's to Omit Two Dividends
In his first move since a victorious battle
to retain control of Loew's Inc., President
Joseph R. Vogel, backed by the board of
directors (some elected at a special stock-
holders' meeting Oct. 15), has voted to
omit dividends normally paid in the first
two quarters of the company's fiscal year,
which began Sept. 10. Stockholders had
been receiving 25 cents quarterly with the
last such payment in June. Said Mr. Vogel:
"Loew's is embarking on a major program
for rebuilding and reorganizing" while "re-
storing its profit potential." Efforts, he in-
dicated, will be to strengthen and support a
cash position while cutting costs and increas-
ing revenues.
Warner Bros. Plans New Series
Warner Bros., Burbank, Calif., has an-
nounced plans to produce a new series of
39 one-hour films entitled The House of
Wax. The new series brings the Warner
Bros, schedule to a total of W2 hours of
tv drama a week and is the studio's first step
towards its goal of five hours weekly for the
coming season, it was reported by William
T. Orr, the company's tv executive producer.
James O'Hanlon, writer, has been as-
signed to the new mystery and intrigue
series.
FILM CLIPS
RANDOM SHOTS
Majestic Motion Pictures Inc., N. Y., pro-
ducer of tv commercials, documentaries and
industrial films, has announced opening of
new offices at 15 E. 48th St.
Ten tv markets outside U. S. will use INS-
Telenews' yearend News Review of 1957
and Sports Review of 1957, both half-hour
shows. Signed: two Midnight Sun Broadcast-
ing Co. stations in Alaska (KENI-TV An-
chorage and KFAR-TV Fairbanks) and a
coaxial cable closed-circuit operator, Ketch-
ikan Alaska Tv Inc. (affiliated with Mid-
night Sun), and CMAB-TV Havana. Six
stations which make up the French network
of the Canadian Broadcasting Corp. also
will carry the programs.
U. S. Air Force Recruiting Service an-
nounces it is distributing "The Thanksgiving
Song," three-minute, 40-second film featur-
ing USAF Band Singing Sergeants choral
group, to all tv stations Nov. 13. Film con-
tains no recruiting messages, is said to be
suitable for program filler during Thanks-
giving season or for use in civic and religious
programs.
SALES
ABC Film reports sale of Spanish-dubbed
versions of Sheena, Queen of the Jungle,
The Three Musketeers and Code 3 to
CMBF-TV Havana for one year starting
late this year.
AAP announces six sales. WOLF-TV
Orlando, Fla., bought entire package of
Warner Bros, features and cartoons and
"Popeyes"; WBUF-TV Buffalo bought last
available Warner pictures and WCAU-TV
Philadelphia and WDAU-TV Scranton, Pa.,
bought AAP's "horror" package; WMT-TV
Cedar Rapids (Iowa), WOOD-TV Grand
Rapids (Mich.) and WMTV (TV) Madison
(Wis.) bought AAP's "Popeyes."
Official Films reports sale of its new half-
hour adventure film series, Sword of Free-
dom, in 32 markets.
Medallion Tv Enterprises, Hollywood, re-
ports sale of syndicated version of High
Road to Danger, which was broadcast live
in Los Angeles during 1956-57, to seven
west coast stations.
Standard Radio Transcription Services Inc.,
Chicago, reports sale of special Christmas
package that includes three half-hour
dramas and instrumental and vocal selec-
tions, to WGRV Greenville, Tenn.; KCOG
Centerville, Iowa; KSLM Salem, Ore.;
KTRM Beaumont, Tex.; WTON Staunton,
Va.; KDBM Dillon, Mont.; KRTR Thermop-
olis, Wyo.; WEAV Plattsburgh and WDOS
Oneonta, both New York; WFLA Tampa,
Fla.; WSIC Statesville, N. C, and WWKY
Winchester and WHOP Hopkinsville, both
Kentucky.
Official Films Inc. reports sale of half-hour
tv series, The Big Story, to Pacific Gas &
Electric Co., S. F., for showing in eight
California markets starting early January.
November 11, 1957 • Page 57
FILM CONTINUED
THE 10 TOP FILMS
IN 10 MAJOR MARKETS
AS RATED BY ARB IN SEPTEMBER
NEW YORK seven-station market
Rank
Distr.
Program
1. Highway Patrol (Ziv)
2. Silent Service (NBC Film)
3. Celeb. Playhouse (Screen
Gems)
4. If You Had a Million
(MCA-Tv)
5. Death Valley Days (McC-E)
6. Victory At Sea (NBC Film)
7. Sheriff of Cochise (NTA)
8. Ida Lupino (Official)
9. Guy Lombardo (MCA-Tv)
10. Popeye (AAP)
Day & Time Sta.
Rating
Mon.
Fri.
Tues.
7:00
7:00
7:00
WRCA-TV 12.6
WRCA-TV 9.8
WRCA-TV 9.3
Sat. 7:00 WCBS-TV 8.4
Wed.
Sun.
Thurs.
Thurs.
Thurs.
Mon.-
Fri.
7:00
7:30
7:00
9:30
7:00
6:00
WRCA-TV
WPIX
WABD
WPIX
WRCA-TV
WPIX
8.1
7.6
6.9
6.5
6.4
5.9
FROM the monthly audience surveys of American
Research Bureau, Broadcasting each month lists the
10 top rated syndicated film programs in 10 major
markets, selected to represent all parts of the country
with various degrees of competition. Despite all pre-
cautions, occasional errors will occur in these tables,
due to use of the same program name for both a syn-
dicated and a network series and the practice of some
stations of substituting local titles (such as [advertiser]
Theatre) for real program names.
SEATTLE-TACOMA four-station market
Rank Program Distr. Day & Time
Sta.
Rating
1. Death Valley Days (McC-E)
2. Search For Adven. (Bagnall)
3. Sheriff of Cochise (NTA)
4. Highway Patrol (Ziv)
5. Whirlybirds
6. Frontier
7. Silent Service
8. Studio 57
9. Waterfront
10. Superman
(CBS Film)
(NBC Film)
(NBC Film)
(MCA-Tv)
(MCA-Tv)
(Flamingo)
Thurs.
Wed.
Mon.
Thurs.
Thurs.
Sun.
Wed.
Fri.
Fri.
Tues.
8:00
7:00
7:00
7:00
8:30
8:30
7:30
7:00
9:00
6:00
KOMO-TV 30.0
KING-TV 29.5
KING-TV 28.2
KOMO-TV 24.6
KING-TV 23.8
KTNT
KING-TV
KING-TV
KTNT
KING-TV
22.5
21.8
21.7
20.2
18.0
CLEVELAND three-station market
LOS ANGELES seven-station market
Rank Program
Distr.
1. Death Valley Days (McC-E)
2. Search For Adven. (Bagnall)
3. San Fran. Beat (CBS Film)
4. Highway Patrol (Ziv)
5. Men of Annapolis (Ziv)
6. Tv Readers Digest
(Schubert)
7. Badge 714 (NBC Film)
7. David Niven (Official)
8. Sheriff of Cochise (NTA)
9. I Led 3 Lives (Ziv)
9. Science Fict. Theatre (Ziv)
9. Susie (TPA)
Day & Time
Sta.
Rating
Sat.
7:00
KRCA
14.7
Thurs.
7:00
KCOP
14.5
Sat.
9:30
KTTV
13.2
Mon.
9:00
KTTV
11.7
Thurs.
7:30
KNXT
10.6
Sat.
8:00
KTTV
10.5
Mon.
8:30
KTTV
10.0
Mon.
10:00
KNXT
10.0
Tues.
9:30
KTTV
9.9
Sat.
8:30
KTTV
9.4
Mon.
8:00
KTTV
9.4
Mon.
7:00
KTTV
9.4
Rank
Program
Distr.
Day & Time Sta.
1. Highway Patrol (Ziv) Tues. 10:30
2. Mr. D. A. (Ziv) Tues. 10:00
3. Sheriff of Cochise (NTA) Sun. 10:30
4. State Trooper (MCA-Tv) Mon. 10:30
5. Range Rider (CBS Film) Sun. 7:00
6. Frontier Doctor (H-Tv) Mon. 7:00
7. Annie Oakley (CBS Film) Sat. 6:30
8. San Fran. Beat (CBS Film) Tues. 7:00
9. Death Valley Days (McC-E) Thurs. 7:00
10. Whirlybirds (CBS Film) Sun. 6:30
Rating
WJW-TV
KYW-TV
KYW-TV
KYW-TV
WEWS
KYW-TV
WJW-TV
WJW-TV
KYW-TV
WEWS
25.8
18.6
18.1
14.9
14.8
14.6
13.6
13.2
13.1
12.3
ATLANTA three-station market
CHICAGO four-station market
Rank
Program
Distr.
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Silent Service
(NBC Film)
Tues.
9:30
WNBQ
18.9
2.
San Fran. Beat
(CBS Film)
Tues.
9:00
WGN-TV
15.9
3.
Sheriff of Cochise (NTA)
Sat.
7:30
WBBM-TV 15.8
4.
State Trooper
(MCA-Tv)
Wed.
9:30
WNBQ
15.1
5.
Highway Patrol
(Ziv)
Fri.
8:00
WGN-TV
15.0
6.
Don Ameche
(TPA)
Tues.
9:30
WGN-TV
13.7
7.
Whirlybirds
(CBS Film)
Thurs.
9:00
WGN-TV
13.3
8.
City Detective
(MCA-Tv)
Fri.
9:30
WGN-TV
11.5
9.
Racket Squad
(ABC Film)
Tues.
8:30
WGN-TV
11.2
10.
Dr. Christian
(Ziv)
Thurs.
9:30
WGN-TV
10.8
1. Highway Patrol (Ziv)
2. Badge 714 (NBC Film)
3. Sheriff of Cochise (NTA)
4. Science Fict. Theatre (Ziv)
5. State Trooper (MCA-Tv)
6. O. Henry Playhouse (Gross-
Krasne)
7. Secret Journal (MCA-Tv)
8. Studio 57 (MCA-Tv)
9. Kit Carson (MCA-Tv)
10. Sheena (ABC Film)
Day & Time Sta.
Fri.
Tues.
Wed.
Tues.
Wed.
Tues.
10:00
10:00
10:00
9:30
10:00
9:30
Fri. 10:00
Fri. 10:30
Tues. 6 :00
Fri. 6:00
Rating
WAGA-TV 23.1
WSB-TV 20.5
WSB-TV 17.2
WAGA-TV 17.0
WAGA-TV 16.6
WSB-TV 15.7
WSB-TV 13.9
WAGA-TV 12.7
WLWA 11.9
WLWA 11.5
WASHINGTON four-station market
Rank
Program
Distr.
1. Highway Patrol (Ziv)
2. Death Valley Days (McC-E)
3. Men of Annapolis (Ziv)
4. Sheena (ABC Film)
5. Science Fict. Theatre (Ziv)
6. Silent Service (NBC Film)
7. Three Musketeers
(ABC Film)
8. Annie Oakley (CBS Film)
9. Golden Playhouse (Official)
10. Ramar (TPA)
Day & Time
Sat.
7:00
Mon.
7:00
Tues.
7:00
Mon.
6:00
Sun.
6:00
Tues.
10:30
Mon.
6:30
Fri.
7:00
Sun.
10:30
Wed.
7:00
Sta.
Rating
WTOP-TV 15.2
WRC-TV 14.7
WTOP-TV 14.4
WMAL-TV 13.7
WMAL-TV 13.5
WTOP-TV 12.0
WMAL-TV 11.6
WTOP-TV 11.0
WRC-TV 10.2
WTOP-TV 9.9
COLUMBUS three-station market
Rank
Program
Distr.
1. San Fran. Beat (CBS Film)
2. Highway Patrol (Ziv)
3. Sheriff of Cochise (NTA)
4. Frontier Doctor (H-Tv)
5. Men of Annapolis (Ziv)
6. State Trooper (MCA-Tv)
7. Waterfront (MCA-Tv)
8. Code 3 (ABC Film)
9. Last of Mohicans (TPA)
10. Federal Men (MCA-Tv)
Day & Time Sta.
Sun.
Tues.
Fri.
Fri.
Fri.
Mon.
Fri.
Mon.
Sat.
Thurs.
8:30
9:30
9:00
9:30
8:30
9:30
10:15
10:00
11:00
10:00
WBNS-
WBNS-
WTVN-
WTVN
WBNS-
WTVN-
WBNS-
WLWC
WBNS-
WLWC
Rating
TV 37.1
TV 31.7
•TV 27.2
■TV 25.9
TV 21.6
■TV 18.3
TV 17.7
17.5
TV 15.5
14.2
MINNEAPOLIS-ST. PAUL four-station market
Rank Program
Distr. Day & Time Sta.
Rating
1. State Trooper (MCA-Tv) Tues. 9:30 KSTP-TV 21.1
2. Secret Journal (MCA-Tv) Tues. 9:00 KSTP-TV 15.9
3. O. Henry Playhouse (Gross- Sun. 9:30 KSTP-TV 14.6
Krasne)
4. Highway Patrol (Ziv) Thur. 10:30 KSTP-TV 13.0
5. Soldiers of Fort. (MCA-Tv) Sun. 5:00 WCCO-TV 12.7
6. Death Valley Days (McC-E) Sat. 6:00 WCCO-TV 12.1
7. Jungle Jim (Screen Gems) Sun. 4:30 WCCO-TV 11.5
8 Mr. D. A. (Ziv) Wed. 10:30 KSTP-TV 11.3
9. Badge 714 (NBC Film) Tues. 10:30 KSTP-TV 10.6
10. Annie Oakley (CBS Film) Sat. 5:00 WCCO-TV 10.4
BOSTON two-station market
Rank
Distr.
Program
1. Count of Monte Cristo (TPA)
2. Combat Sergeant (NTA)
3. Secret Journal (MCA-Tv)
4. Frontier (NBC Film)
5. State Trooper (MCA-Tv)
6. The Falcon (NBC Film)
7. Waterfront (MCA-Tv)
8. I Led 3 Lives (Ziv)
9. Silent Service (NBC Film)
10. Star Performance (Official)
Day &
Tues.
Sat.
Tues.
Fri.
Sun.
Wed.
Sun.
Wed.
Fri.
Sun.
Time
8:30
8:30
10:30
10:30
10:30
8:00
7:00
7:30
7:00
10:30
Sta. Rating
WNAC-TV 24.0
WNAC-TV 19.6
WNAC-TV 19.3
WNAC-TV 18.3
WNAC-TV 18.1
WNAC-TV 15.9
WNAC-TV 15.8
WNAC-TV 14.5
WBZ-TV 14.3
WBZ-TV 13.3
Page 58 • November 11, 1957
Broadcasting
INDIAN MOUNDS in the Ocmulgee National Monument
near Macon reveal the saga of Georgia's earliest inhabitants.
Macon, often called "The Heart of Georgia," is included
in the wide coverage of WAGA-TV, famous on the Georgia
scene, too. Reaching nearly two million people, WAGA-TV
is the leading television station in the Southeast's No. 1
market. A WAGAland brochure, with all the facts and
figures, is yours on request.
»
waga#iv
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-625 Madison Ave. • CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-1 1 1 Sutler St.
Represented Nationally by THE KATZ AGENCY, Inc.
NETWORKS
CBS RADIO NETWORK INCOME UP
• First rise since 1950, CBS Radio affiliates told
• Hayes tells stations they'll share in the increase
Turn of the tide in radio network reve-
nues was reported to a record turnout of
some 160 CBS Radio affiliates last Thurs-
day as they met in New York for their an-
nual meeting.
CBS President Arthur Hull Hayes told the
opening session of the CBS Radio Affiliates
Assn.'s fourth annual convention that net-
work income this year will show an upward
turn for the first time since 1950.
Asserting that "this year marks an encour-
aging change in business trends," he also
reported that, on the basis of the rise in bill-
ings, station payments also will be greater
for the first time since the turn of the decade.
Both President Hayes and John Karol,
sales vice president, foresaw continued gains.
"The current trend of business," Mr. Karol
said, "points toward more big-name adver-
tisers entering network radio to sponsor their
own programs on a long-term basis. Radio is
becoming fashionable again . . ."
Mr. Hayes told the affiliates that "Day-
time business maintains a healthy pace . . .
with our daytime block — from Arthur God-
frey through Art Linkletter — more than
90% sold.
"Even more significant is what is happen-
ing in the evening and weekend periods. Last
March, for example, the network had suc-
ceeded in selling only 11 'Impact' segments
in the preceding quarter. Since then, each
quarter has averaged sale of more than 70
segments. For the current week the network
has scored 118 'Impact' sales." (The "Im-
pact" plan offers five-minute segments in
specified evening and daytime programs.)
Mr. Hayes said it was "highly significant,
in this day of dynamic radio sales, that the
first new Nielsen report credits CBS Radio
with 82% more audience than the second
network during the average sponsored min-
ute over a full seven-day period . . ."
"Another result of the sizable and atten-
tive audiences attracted by the network's
programs has been a heartening surge of in-
terest on the part of advertisers and agencies.
Sales continue to grow out of sponsors' fast-
developing confidence in the prestige that
can be bought with a CBS Radio program.
"As this rise in sponsor interest extends
from major industry to major industry, I
foresee that more and more advertisers will
seek to associate their products with integral,
prestige programs. The programs which the
network supplies to you attract audiences to
your station and make of your station a de-
sirable medium. In this way, the commercial
and' prestige value of a CBS Radio affiliate
is heightened. This is a network's major con-
tribution: programs that make a local sta-
tion desirable to advertisers."
Mr. Hayes' indirect swipe at the type of
programming which other networks have
offered was followed with less oblique com-
parisons by Mr. Karol and Howard Barnes,
programs vice president.
Mr. Karol told affiliates that "while
the other networks have beeen forced to ex-
periment radically, we have been in the
Page 60 • November 11, 1957
comfortable position of merely reaffirming
our earlier beliefs in big-name . . . shows."
Mr. Barnes named names. "While the
other networks wander from concept to con-
cept, always looking for a secret something,
they all seem to get discouraged periodically
and copy the CBS way. NBC and ABN have
both established — then later jettisoned — con-
cepts based on service rather than entertain-
ment. We have achieved a stability that
serves us well."
Mr. Karol said, "It is a fact that we are
now telling advertisers, 'Sorry, no Gun-
smoke'," and he credited the $5.5 million
Ford sale — a multi-program deal which gen-
erated controversy among affiliates when it
was announced last summer — as having
"served in great part to make this possible."
He also noted that "scarcity and growing
interest could help to raise still higher the
value of network radio."
On the question of six- and eight-second
spot announcements he assured the affiliates
that "We are trying to go the other way. We
THREE 'GOLDEN MIKES'
Golden Mike awards for 30 or more
years as CBS Radio affiliates were
presented last week to WBNS Colum-
bus and WADC Akron, Ohio, and to
WCAU Philadelphia. The presenta-
tions were made during the fourth
annual convention of the CBS Radio
Affiliates Assn. (see this page) by Radio
President Arthur Hull Hayes to Rich-
ard A. Borel, general manager of
WBNS; Allen T. Simmons, president
and general manager of WADC, and
Donald W. Thornburgh, president and
general manager of WCAU.
are trying to build interest in the great values
of full ownership of a radio program.
"And we're having some success," he ob-
served, adding: "Wrigley has two full quar-
ter-hour strips. Delco batteries has Lowell
Thomas, and Ford's sponsorship includes
Ed Murrow, Bing Crosby, Arthur Godfrey
and Rosemary Clooney. Chevrolet has Bob
Trout. Home Insurance has Jack Benny, and
Longines has a 55-minute program each
Sunday. And Philip Morris has its own 25-
minute Sunday evening show.
"We're not stopping with this, however.
Not when, for the first time in years, agen-
cies and sponsors alike are receptive to us as
a medium. The people are tuning in to hear
our story. And they don't stop listening
when the commercial begins."
But, Mr. Karol noted, selling has become
more complicated than it used to be.
"Today," he said, "a salesman can't just
aim to sell Lever, Colgate-Palmolive or Gen-
eral Foods. As a matter of practical fact,
there are very few big advertisers for us to
solicit, as we did in the old days.
"General Foods, for example, is not a
big advertiser. In fact, it's not an advertiser
at all. Jello advertises. So does Calumet and
Minute Rice and Cocoanut Flakes. They're
virtually autonomous companies. Multiply
this by Lever and Colgate and Standard
Brands and National Biscuit and many,
many more. This condition has complicated
greatly the problems of selling radio. The
basis of our solid and impressive sales rate
lies in our programming which attracts large
audiences."
Mr. Barnes, developing this theme, said
that behind sales success was "a firm philos-
ophy of regularly scheduled, proven pro-
grams containing well-known personalities."
He said the network's faith in regularly
scheduled shows — and in daytime dramas —
had "proved out."
"We don't believe," he said, "that today's
radio audience is an aimless, catch-as-catch-
can group, as expressed by NBC's Monitor.
We feel, rather, that the public — our audi-
ence— listens intentionally and intently, and
knows what it's looking for. We aim to give
it to them."
In the Thursday afternoon session Louis
Hausman, advertising vice president, out-
lined contributions made by the advertising,
promotion, and press information depart-
ments in helping both sponsors and affiliates,
as well as the network.
He cited ads and mailing pieces, bro-
chures and other material which "have lent
prestige and focus to the network's opera-
tion" and made "real and solid contribu-
tions to increasing your station's audience."
A series of ads on "Nobody's listening but
people," prepared by Louis Dorfsman, di-
rector of art, advertising and promotion; a
brochure distributed to local schools on the
World at Large public affairs series; an ex-
periment in students' radio listening con-
ducted by Charles S. Steinberg, head of the
press information department, and national
as well as local publicity on daytime dramas
and other programs were singled out as ex-
amples of activities that build prestige not
only for the network but for affiliates too.
The Thursday luncheon — which like the
other sessions was closed to newsmen — was
addressed by Joseph H. Ream, CBS Inc.
Washington vice president, who substituted
for CBS Inc. President Frank Stanton, who
was unable to attend.
Other opening day speakers were John
M. Rivers of WCSC Charleston, S. C, re-
tiring chairman of the association's board
of directors; Robert Tincher, WNAX Yank-
ton, S. D., chairman of the association's
convention committee, and Frank W. Nes-
bitt, CBS Radio sales development director.
The annual banquet Thursday night fea-
tured a variety review with comedian Henry
Morgan as m.c. and a cast including Joey
Adams and Al Kelly, comics; Mitch Miller,
Johnny Mathis and Rusty Draper. A session
of the network's Sez Who program, of which
Mr. Morgan is host, was taped during the
dinner, with Sir Cedric Hardwicke, Patricia
Bright and Joey Adams as panelists.
Friday morning and luncheon meetings
were slated for affiliates only, with sessions
with network officials to resume in the after-
noon.
CBS Radio authorities described the reg-
Broadcasting
rr
Hey, Laddie!
D> Ye Ken
rr
TEN
99
in R-r-rochester?
Tis Where TV
Farthin's
go Farthest V
. . . Yes, you don't have to be a Scotch-
man to see that Channel 10, with an average share-of-
audience in Rochester of 58.4%, is the BIG BUY!
Channel 10 gets the lion's share of the Rochester viewers
Mornings, Afternoons and Evenings— carries 15 of the
top 16 programs Rochesterians prefer!— If you want the
eyes and ears of Rochester, buy on the "Big Ten"
Channel!
ROCHESTER, N. Y
NAT L REPRESENTATIVES
THE BOLLING CO., INC.
EVERETT-McKINNEY
Broadcasting
November 11, 1957 • Page 61
Flint ... the Thumb . . .
plus the Saginaw Valley. . .
ALL IN ONE BIG BUY!
WFDF's BIG new signal* delivers all of
Northeastern Michigan in one BIG buy! To Flint add
Saginaw, Bay City, the rich Thumb, and the heart of the North.
NCS #2 shows WFDF as the outstate regional leader and
this big new signal will add even more. Call Katz for full details.
*daytime
mm
Represented by
The KATZ AGENCY
910 on the dial
NBC Affiliate in Flint, Michigan
NETWORKS
CONTINUED
istration of approximately 160 affiliate ex-
ecutives as the largest in the history of the
conventions.
Cctley, Other Officers Named
To CBS Radio Affiliates Board
Charles C. Caley, WMBD Peoria, III.,
was elected chairman of the board of the
CBS Radio Affiliates Assn. Thursday suc-
ceeding John M. Rivers, WCSC Charleston,
S. C. Mr. Rivers be-
comes ex-officio
member of the
board. John S.
Hayes, WTOP
Washington, D. C,
was named vice
chairman to replace
Mr. Caley in that
post, and Joseph M.
Higgins, WTHI Ter-
re Haute, Ind., was
elected secretary to
succeed J. Maxim MR. CALEY
Ryder, WBRY Waterbury, Conn.
New directors-at-large for the association
are Worth Kramer, WJR Detroit; Lee Wal-
lace, Storer Broadcasting Co., and Mr. Caley.
District directors include: District 1, Mr.
Ryder; 2, C. Grover Delaney, WHEC
Rochester; 3, Mr. Hayes; 4, Harold Dan-
forth, WDBO Orlando, Fla.; 5, Hoyt B.
Wooten, WREC Memphis; 6, Mr. Higgins;
7, Frank Fogarty, WOW Omaha; 8, J. C.
Kellam, KTBC Austin, Tex., and 9, Wester-
man Whillock, KBOI Boise, Idaho.
AB-PT Units Set Chicago Move
Central division offices of three American
Broadcasting-Paramount Theatres subsidi-
aries—ABC-TV, ABN and ABC Film
Syndication — will be relocated in Chicago's
London Guarantee Building (360 N. Michi-
gan Ave.) by Feb. 1, 1958, as part of a pro-
jected space and personnel expansion.
The move from present quarters in the
Kemper Insurance Building (20 N. Wacker
Drive) was announced last week by James
W. Beach, ABC vice president in charge
of Central Div. Thus, all ABC Chicago
operations, except WBKB (TV), which re-
located in the ABC State Lake Bldg. (190
N. State) last spring, will continue to be
housed in one building.
McCurdy Heads New AB-PT Unit
American Broadcasting-Paramount The-
atres Inc., has established a television char-
acter merchandising department, to be
headed by Walter R. McCurdy, according
to Leonard H. Goldenson, AB-PT president.
ABC-TV's publicity, advertising and art
staffs will assist Mr. McCurdy's staff in all
licensing promotions. The new department's
first project will be in behalf of Maverick
(ABC-TV Sun. 7:30-8:30 p.m.), which is
sponsored by Kaiser. Maverick has an esti-
mated viewing audience of 20 million, Mr.
Goldenson said. Mr. McCurdy has been
associated with AB-PT in merchandising
activities since 1953.
Page 62 • November I'. '957
Broadcasting
K PTV-1 2 JI!
Oregon V television station
Portland, Oregon
announces the appointment of
as national representative
effective
November 15, 1957
NETWORKS CONTINUED
THE "Hedges Alumni Assn." got to-
gether and presented a sterling silver
bowl Nov. 1 "to Bill Hedges on his
20th anniversary as vice president of
NBC." Alumni are a crowd of broad-
cast executives associated at one time
or another with Mr. Hedges during his
35 years in the business.
Color VTR Start Set
By NBC-TV for April
NBC-TV next April will begin using
magnetic tape — both for black and white and
color telecasting — thus solving the perennial
networking problem of transmitting pro-
grams from Daylight Saving Time areas to
Standard Time zones throughout the coun-
try.
According to Robert Sarnoff, NBC-TV
president, the use of full magnetic tape
recording facilities also will permit the net-
work to tape the whole program schedule
throughout the year for repeat to the West
Coast.
Mr. Sarnoff revealed the network's plans
at a luncheon demonstration Monday at
NBC-TV's Burbank Studios in Los Angeles
as part of a west coast tour provided for
some 75 newsmen, largely tv critics and
columnists.
NBC-TV expects delivery of six new
RCA color tape recorders by April. A
demonstration of the prototype was shown
in New York last month by RCA, which
will place the recorder on the market at
the end of 1958.
The "Color City" in Burbank will house
a $1.5 million "Tape Central" consisting in-
itially of 11 tape recorders and associated
equipment, and, Mr. Sarnoff said, a similar
tape center will be constructed at NBC's
New York headquarters.
Thus, the NBC president said, the net-
work will "launch" the "era of the magnetic
tape" and "signal the end of the kinescope
and lenticular film era." To convert the new
DST operation based on tape, the network,
Mr. Sarnoff continued, will spend about
$750,000 for leasing an additional 2,000
miles of telephone lines for six months (be-
ginning in April). This includes the cost of
the circuits and operating costs.
By the conversion to tape, Mr. Sarnoff
pointed out, the network will have "month-
in, month-out program schedule regularity";
the tv audience will get a "far superior"
picture, without the loss of clarity and resolu-
tion of the kinescope process (with tape, he
said, "the question of whether a show is
live or delayed will become academic").
An RCA spokesman indicated, mean-
while, that the firm is making a "few"
prototype color tape machines for other
networks in addition to NBC-TV.
A demonstration — in both black and white
and color — of taped segments of NBC-TV
shows which had been recorded in Camden,
N. J., earlier was held after Mr. Sarnoff's an-
nouncement. The excerpts were fed from
Camden to receivers at Burbank. Included
were portions of programs that had origi-
nated at Burbank and were transmitted
a total of 6,000 miles — from Burbank to
Camden and back again.
Also taking part in the session Monday
at Burbank were NBC-TV's Robert Kintner,
executive vice president in charge of tv
network programs and sales; John West,
vice president in charge of the Pacific Div.;
Alan Livingston, vice president in charge of
programming, Pacific Div., and Don Durgin,
vice president in charge of sales planning.
CBS-TV officials meanwhile reported they
had discussed their plans for greatly ex-
panded use of tv tape recording with mem-
bers of their affiliates board more than two
months ago. and that full details are now
being prepared for submission to all affiliates
within 10 days. ABC-TV spokesmen noted
that they were presenting all daytime pro-
grams on a local clock-time basis the year-
around^largely through the use of Ampex
tape equipment — and that use of videotape
during DST periods would naturally be
greater next year than this, because the
network will have more equipment avail-
able.
NBC-TV Names Oppenheimer
To Head New Creative Unit
A new creative programming unit has
been set up by NBC-TV with Jess Oppen-
heimer. producer, director and writer, named
as head of the department, NBC President
Robert Sarnoff announced Wednesday in
Hollywood.
As a producing group, the new unit will
develop new properties, talent program con-
cepts and formats. It will not affect the net-
work's regular program operations and will
serve a function in the entertainment area
similar to that provided in public events pro-
gramming by NBC-TV's special projects unit
under Henry Salomon. Mr. Oppenheimer,
who created / Love Lucy for tv and cur-
rently is producing the two-hour General
Motors 50th anniversary show (to be tele-
cast Nov. 17), will report to Manie Sacks,
NBC vice president for tv network programs
and talent. He will maintain headquarters in
Los Angeles.
NBC-TV to Review 1957 Events
Significant events of 1957 will be reviewed
on NBC-TV Dec. 29 by a dozen NBC news-
men— seven to return to the U. S. from
overseas for the occasion. The hour-long
program is titled Projection '58. Chet Hunt-
ley will be the anchor man for the roundup.
The Next 10 Days
Of Network Color Shows
(All Times EST)
CBS-TV
Nov. 12 (8-9 p.m.) High Adventure
with Lowell Thomas, General Motors
through Campbell-Ewald.
Nov. 12, 19 (9:30-10 p.m.) Red Skel-
ton Show, S. C. Johnson & Son through
Foote, Cone & Belding and Pet Milk
through Gardner Adv.
NBC-TV
Nov. 11-15, 18-20 (1:30-2.30 p.m.)
Howard Miller Show, participating
sponsors.
Nov. 11-15, 18-20 (3-4 p.m.) Matinee
Theatre, participating sponsors.
Nov. 11, 18 (7:30-8 p.m.) The Price
is Right, RCA Victor through Kenyon
& Eckhardt and Speidel through Nor-
man, Craig & Kummel.
Nov. 12 (8-9 p.m.) Eddie Fisher
Show, RCA-Whirlpool through Ken-
yon & Eckhardt and Liggett & Myers
through McCann-Erickson.
Nov. 14 (7:30-8 p.m.) TicTacDough,
RCA Victor through Kenyon & Eck-
hardt and Warner-Lambert through
Lennen & Newell.
Nov. 14 (10-10:30 p.m.) Lux Show
starring Rosemary Clooney, Lever
Bros, through J. Walter Thompson Co.
Nov. 16 (2:45 p.m. to completion)
NCAA Football Game, participating
sponsors.
Nov. 16 (10:30-11 p.m.) Your Hit
Parade, Toni through North and
American Tobacco Co. through
BBDO.
Nov. 17 (5:30-7 p.m.) Hallmark Hall
of Fame, Hallmark through Foote,
Cone & Belding.
Nov. 17 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Nov. 17 (9-11 p.m.) General Motors
50th Anniversary Show, General Mo-
tors through Kudner.
Nov. 19 (8-9 p.m.) George Gobel
Show, RCA-Whirlpool through Ken-
yon & Eckhardt and Liggett & Myers
through McCann-Erickson.
Nov. 20 (9-10 p.m.) Kraft Television
Theatre, Kraft Foods Co. through J.
Walter Thompson Co.
Page 64 • November 11, 1957
Broadcasting
ABN in Sponsor Drive
For New Live Format
The drive to line up sponsors for Ameri-
can Broadcasting Network's new all-live
musical programming is on in earnest — and
the prices are "ridiculously low," ABN
officials reported last week.
President Robert E. Eastman, reviewing
the network's new "All American Package"
presentation, noted that an advertiser can
sponsor 32 five-minute program units a week
for $26,000 a week or $1,383,200 a year.
He said prices should go up and ultimately
will, but "That's where they stand now."
He said network authorities have been
making as many as five agency presentations
a day for the past three weeks in the first
stage of a three-step sales campaign, that
this phase still is in progress and that the
second stage — presentations to advertisers
■ — is getting under way and will be followed,
probably in January, by the third step. In
this, ABN's name talent will go on the road
for personal presentations to local distribu-
tors and dealers in 50 to 75 of the top
markets.
Three advertisers have been signed for
the new programming thus far: Nescafe,
four participations weekly in Breakfast
Club and three a week in Herb Oscar An-
derson Show, through Bryan Houston Inc.;
Doan's Pills, one a week in Anderson Show,
through Street & Finney, and H. J. Heinz,
one each in Breakfast Club, Anderson
Show and Jim Reeves Show, through
Maxon Inc.
ABN's presentation points out that the
network's concept of "live radio" and "fun
radio," all with music as the main ingredi-
ent, is designed to reach the maximum
number of people with a product they can't
get elsewhere. Moreover, it notes, the shows
are presented at the same local times in all
time zones, making it possible to "build
the right show for each specific time pe-
riod." (The use of transcriptions to achieve
this clock-time programming does not in-
validate the "live" label in the view of ABN
officials, who point out that each show is
staged live and that its transcription for de-
layed broadcasts does not degrade the spon-
taneity value.)
Pointing up the care that ABN devotes
to the music, Mr. Eastman said the network
is spending more than $6,000 a week on
musical arrangements alone.
He also noted that no ABN personality
will sell two competing products, even on
different days of the week, and that any
advertiser who buys five segments a week
for 13 weeks also will be protected for 60
days after he goes off the air [Opinion,
Sept. 16].
The presentation includes special slides
and a tape montage of new programs pre-
pared under the direction of ABN's sales
development and research director, Ray-
mond F. Eichmann. It is being shown to
advertisers and agencies by Messrs. East-
man and Eichmann, programming Vice
President Stephen Labunski, Sales Vice
President Thomas C. Harrison, and Na-
tional Sales Manager John H. White.
TWO major networks have announced
changes in their public relations-
information departments [At Dead-
line, Nov. 4]. Kenneth W. Bilby, NBC
public relations vice president, was
elected an executive vice president of
the network. On the heels of that an-
nouncement. CBS announced the ap-
pointment of Everard Kidder Meade
as vice president for information serv-
ices. Mr. Meade has been with the
New York public relations firm of
Earl Newsom & Co. for the past two
years.
Moore Named ABC-TV Sales V. P.,
Chapin V. P. for Client Relations
Thomas W. Moore was named vice presi-
dent in charge of sales for ABC-TV last
week and Slocum Chapin, who has held
that post, was appointed vice president in
charge of client relations, a new position.
Mr. Moore resigned as general sales
manager of CBS Television Film Sales to
take over the ABC-TV job. His successor
had not been designated late last week.
The new ABC-TV sales alignment, in
which Mr. Chapin will report to Mr. Moore,
was announced Wednesday by Oliver Treyz,
vice president in charge of ABC-TV.
Mr. Moore has been with CBS Tv Film
Sales since 1952, when he started as an
account executive on the West Coast. He
was named general sales manager, with
headquarters in New York, in 1956.
Before World War II he was classified
advertising manager of his hometown Merid-
ian (Miss.) Star, and after wartime service
in which he rose to lieutenant as a naval
aviator, he was vice president in charge of
advertising and public relations for Forest
Lawn Memorial Park in Los Angeles.
Mr. Chapin joined ABC as sales manager
of its WABC (then WJZ) New York in
1942 and subsequently served in radio net-
work sales, as eastern sales manager for
ABC-TV and as vice president in charge of
MR. MOORE MR. CHAPIN
ABC owned stations before he was ap-
pointed tv network sales vice president in
1954.
Before joining ABC he was with World
Broadcasting System; WOC Davenport,
Iowa; WKBN Youngstown, Ohio, and
WSTC Stamford, Conn.
ABC-TV Buying Up Property
In New York for Expansion
As part of its long-range expansion plans.
ABC-TV is quietly acquiring properties on
West 66th Street adjacent to its headquarters
offices in New York.
Announcement was made last week that
ABC-TV has bought a two-story business
plot on Columbus Avenue at the northeast
corner on 66th Street for $375,000 cash
above a mortgage of $162,000 held by the
East New York Savings Bank. But the net-
work also has made other unpublicized
acquisitions. Frank Marx, vice president in
charge of engineering for the network,
confirmed that the company has bought
virtually all the property on one side of
West 66th Street, including the St. Nicholas
area, and some plots on the other side. He
declined to specify how much money has
been invested to date. Many of the leases on
the properties still have four or five years
to run, Mr. Marx said, but the network
intends to obtain other buildings in the
area and eventually utilize them for studio
and office space.
Network Tv Audience Hits
All-Time High for 9 Months
For the January-September period this
year, the network tv audience has been at
an all-time high, the Television Bureau of
Advertising has reported in releasing A. C.
Nielsen audience figures.
According to the statistics, each month
of 1957 (through September) has exceeded
the comparable month's audience in 1956.
The average evening tv advertiser reached
20% more homes during the nine-month
period in 1957 than the like period last
year, while the average daytime tv adver-
tiser reached 10% more homes in 1957,
the Nielsen data revealed.
An average evening network program
reached 1,320,000 more homes per broad-
cast this year than last; the average day-
time network show, 270,000 more homes.
In comparing the 1957 figures against
those of two years ago (1955). the average
evening program increase was 41% and
average weekday show rise, 34% .
Reynolds Moves Series to ABC-TV
Harbourmaster, a half-hour filmed mari-
time adventure series currently seen on
CBS-TV Thursday, 8-8:30 p.m.. will move
to ABC-TV Sunday. Jan. 5, according to
Slocum Chapin, vice president in charge of
sales, ABC-TV. R. J. Reynolds Tobacco
Co., which will continue to sponsor the
series, gave no explanation for its decision
to move the series. The program will be
seen on ABC-TV Sunday 8:30-9 p.m., fol-
lowing Maverick. Reynolds agency is Wil-
liam Esty Co.
Broadcasting
November 11, 1957 • Page 65
GOVERNMENT
FCC BEGINS REVIEWING 25-890 MC
• Comments indicate non-broadcasters want more space
• Fm, tv involved in Commission study, first since 1944
The first review since 1944 of the radio
spectrum between 25 mc and 890 mc — the
area that contains post-World War IFs
newest broadcast services, fm and tv — has
gotten under way at the FCC.
Several early comments — the deadline is
Nov. 25 — have put the Commission on
notice that burgeoning non-broadcast users
are looking for more space in fm's 88-108
mc and tv's 54-216 mc regions.
Associated Police Communications Of-
ficers Inc., representing police departments
throughout the nation, told the Commission
that a move of tv to uhf would open up
the vhf band for additional space for other
users. It referred to the Commission's June
1956 notice which expressed the thought
that one solution to the uhf-vhf problem
is the move of all of tv to the uhf (over a
10-year transition period), or the move of
tv to uhf in the critical northeastern states.
Other police requests were for double the
number of channels now assigned for their
mobile services, and the retention of those
additional channels that might accrue from
the proposed split channel proceeding.
The City of Burbank suggested that chs.
2-6 be taken away from tv as soon as tele-
casters can switch to uhf. It also declared
that it is opposed to any cuts in the fm band.
The International Municipal Signal Assn.
and the International Assn. of Fire Chiefs
asked for 30 more base and mobile channels
between 100 mc and 890 mc, plus duplex
operation between 450 mc and 860 mc; 20
channels between 100 mc and 890 mc with
point-to-point use on at least six, for civilian
defense, and eight channels above 500 mc
for traffic control.
Defenses of existing broadcast assign-
ments were filed by WERE-FM Cleveland,
Ohio; WKJF-FM Pittsburgh, Pa., and three
citizens of Nashville, Tenn.
WERE-FM warned that any changes in
mileage separations for fm stations could
seriously impair their ability to transmit
true fm signals. It also voiced protest at
any pressure to make a new television ch.
6-A out of a portion of the fm band.
WKJF-FM urged that the fm band be
kept intact.
The three Nashville citizens, two of whom
sent telegrams, were Rhoda C. Edmeston,
I. C. Brown and Delbert M. Mann.
The FCC's inquiry into civilian use of
25-890 mc follows within months the Com-
mission's conclusion of open hearings on
non-governmental use of frequencies above
890 mc. Testimony on this phase of the
two-pronged inquiry took place before the
FCC en banc last summer.
The intensive study of civilian spectrum
use was initiated, the Commission said, be-
cause of the major strides that have been
made in the use of radio not only in the
communications fields but in new fields.
Demands for spectrum space since World
War II have grown tremendously, the Com-
mission said, and no overall study of the
entire civilian spectrum has been made since
1944. FCC expects to schedule oral hearings
after comments are all in.
The studies are designed to help the
Commission decide about future allocations,
it said. The FCC said it also requires the
data to establish the U. S. position in ad-
vance of the 1959 International Telecom-
munications Conference in Geneva.
Major studies are expected to be sub-
mitted before deadline by NARTB, Elec-
tronic Industries Assn., the networks and
major broadcast groups.
Broadcasting has, in addition to the fm
and tv bands, two remote pickup bands in
this portion of the spectrum. They are 450-
451 mc and 455-456 mc.
Examiner Favors WESH-TV Move
FCC Hearing Examiner H. Gifford Irion
last week issued an initial decision recom-
mending denial of the protest by Mid-
Florida Radio Corp. (WLOF Orlando) to the
Ask Paul H. Raymer today
about this exceptional buy.
KMJ-TV
FRESNO, CALIFORNIA
Paul H. Raymer
National Representative
KMJ-TV
FRESNO
Page 66 • November 11, 1957
Broadcasting
transmitter move of WESH-TV Daytona
Beach nearer to Orlando.
Mid-Florida Radio claimed that WESH-
TV desires to move its transmitter site 25
miles in the direction of Orlando "solely in
order to secure an NBC affiliation" and it
intends "to establish an Orlando rather than
a Daytona Beach station."
In denying the Mid-Florida protest the
decision also confirmed the Feb. 6 grant to
WESH-TV to move its transmitter 25 miles
toward Orlando, increase power to 100 kw
visual, and raise antenna height to 940 feet
above average terrain.
Sen. Smothers Says BMI Bill
Aims at Networks, Not Stations
Sen. George Smathers (D-Fla.) last week
assured Florida broadcasters that the bill
to break up industry ownership of BMI is
aimed at the networks and not at indi-
vidual stations. It was reported he would
amend the language of his bill to make that
point certain.
Meeting with the directors of the Florida
Assn. of Broadcasters in Orlando to discuss
the bill, Sen. Smathers declared: "We are
not in this at all to break up BMI. BMI
should stay alive and remain competitive
with ASCAP.
"If BMI is not yet able to stand on its
own feet, then this legislation is premature.
But if it can stand on its feet, then it is
time for the networks to divest themselves
of stock ownership in BMI. My criticism is
directed at network ownership of BMI, pub-
lishing houses and record companies. The
individual stations are something else
again."
The bill as introduced would require
broadcast interests to get out of the music
licensing field altogether [Government,
Aug. 26]. BMI is wholly owned by broad-
casters.
Florida broadcasters, who originally
helped form BMI as part of a nationwide
fight to break a music monopoly by ASCAP
in the late 1930's [Program Services, Sept.
9], presented documented statements show-
ing that Florida stations today use 56% of
ASCAP and 36% of BMI music with public
domain tunes making up the rest. The
association said BMI does not constitute
a monopoly, as charged in the Smathers
speech when the bill was introduced, but
instead protects the public against unreason-
able ASCAP demands.
FCC Reaffirms WJBF (TV) Ruling
The FCC has reaffirmed a ruling of last
March authorizing WJBF (TV) Augusta, Ga.
(ch. 6), to increase its power and change its
transmitter site.
The action came after WNOK-TV Colum-
bia, S. C. (ch. 67), withdrew its protest, ex-
plaining it had originally protested the WJBF
modifications because they would have in-
terfered with WNOK-TV's previous plans to
broadcast on ch. 5 in Columbia. But since
the FCC, in a rule-making proceeding, re-
fused to assign ch. 5 to Columbia, WNOK-
TV said it no longer had any interest in
WJBF's improvements.
Don't Light it-~- this is your
INDIANAPOLIS / DES MOINES DAY!
If you have to light up on Indianapolis-Des Moines day, please make it
a cigarette. Then sit back and relax— let WXLW and KSO carry the
ball. This one-two scoring team has a habit of racking up results.
In Indianapolis, WXLW is the only radio station preferred by, and sell-
ing the audience that does the buying, the adult audience. ( 22.4 PULSE
average!) The reason? An exclusive music-and-news format carefully
adhered to by the town's top air personalities. This combination of pleas-
ing music with personalities that please produces the number one selling
job in Indianapolis. For peace-of-mind time buying— specify WXLW.
KSO, in Des Moines, follows the same successful pattern as its sales
twin in Indianapolis, to corner the rich adult market. Exclusive pro-
gramming plus popular air personalities brings consistent results. KSO
firmly believes in the old adage— give 'em what they want, a policy that
has this fast-rising Des Moines station already challenging for all 'round
leadership. Choose KSO, where time doesn't cost— it pays.
5000 Watts Day Time
950 KC
Indianapolis, Indiana
5000 Watts Full Time
T460 KC
Des Moines, Iowa
Get the facts from your nearest JOHN E. PEARSON representative
Broadcasting
November 11, 1957 • Page 67
GOVERNMENT continued
FMS RECEIVE
Calls to fm broadcasters to rally to
protect their frequencies have been
sounded on two coasts.
Last week Rep. James Roosevelt CD-
Calif.), a member of the House Small
Business Committee, warned that fm's
half-billion dollar industry is in jeopardy
by "encroachment" of "vested interests."
The half-billion dollar figure, Mr. Roose-
velt made clear, includes not only broad-
casters, but also advertisers, manufactur-
ers, high fidelity set makers and retailers.
The "vested interests," he said, include
AT&T, Petroleum Institute, National
Assn. of Manufacturers, power compa-
nies, railroads and manufacturers of spe-
cial mobile equipment. He spoke to the
Portland (Ore.) Chamber of Commerce.
CALL TO ARMS
The week before, former Comr. Frieda
B. Hennock called a meeting of eastern
fm broadcasters and urged the formation
of an organization to combat the threat-
ened attacks on the fm band. She said
fm broadcasters are divided between those
who favor simplex operation and those
who are using their stations for straight
public broadcasting or in conjunction
with multiplexing. She said the job of
representation would cost $15,000. About
15 broadcaster and five manufacturer
representatives were present at the New
York City meeting Oct. 25.
Fm broadcasters have their own en-
gineering advisory committee within
NARTB. There is also an FM Broadcast-
ers Inc. and an FM Development Inc.
STATION COMMENTS
VARY ON DEM IX PLAN
• Proposed: 3rd Providence vhf
• Outlets present own views
Last week's response to the FCC's plans
for deintermixture in New England where-
in, among other channel shifts, Providence,
R. I., would get a third vhf outlet, was
varied and tailored to the broadcast interests
of those commenting.
ABC-TV, keen for a network affiliation
in Providence, fully supported the pro-
posal and described it as "imperative." But
WPRO-TV Providence (ch. 12, which would
be deleted and assigned to New Haven and
Portland, Me.) protested, saying that a move
to ch. 8 or 13 would cost it almost $800,-
000. Under the proposal, chs. 8 and 13
would be taken from New Haven and Port-
land, respectively, and assigned to Provi-
dence. The present ch. 10 assignment at
Providence would remain unchanged.
WNCH-TV New Haven (ch. 8), though
also worried about "substantial (moving)
costs," consented on condition that the Com-
mission amend its proposal to protect it
in the event that station is unable to find a
suitable transmitter site to operate on the
proposed ch. 12 there.
Meanwhile, Colony Telecasting Co., a
Rhode Island corporation organized to apply
for the proposed additional vhf channel in
Providence, was all for the idea, and added
that the city has long deserved a third vhf
outlet. Meanwhile, WNET (TV) Providence
(ch. 16), which has suspended operation be-
cause of financial difficulties, asked FCC
permission to start in again on either ch. 8
or 13 and offered to give up its permit for
ch. 16 to non-commercial uses.
Part of the FCC's regional deintermixture
proposal includes retention of ch. 36 at
Providence for educational, non-commercial
broadcasting. But the Rhode Island State
Board of Education agreed with WNET and
told the FCC that it prefers ch. 16 to ch. 36.
WJAR-TV Providence (ch. 10) remained
out of the fray. It was learned from the
firm's Washington attorney that the station
is an interested bystander in the proceedings;
no more, no less.
RKO Teleradio Pictures Inc. opposed the
plan because its WNAC-TV Boston (ch. 7)
has plans to join a local "antenna farm"
which might be compromised if WPRO-TV
Providence is obliged to move to adjacent
ch. 8. WNAC-TV feels its own planned
move, with WPRO-TV on ch. 8, would
result in a violation of the Commission's
minimum separation requirements.
Also concerned was WGAN-TV Portland,
Me. (ch. 13), which is faced with the possible
cost of moving to ch. 12. WGAN-TV said
broadcasting on ch. 12 would be difficult
because of potential interference with and
from the signals of ch. 1 1 in Durham, N. H.
WGAN-TV said that two other current FCC
spectrum studies might eventually require
WGAN-TV to make further channel shifts
"of far greater expense." And if the FCC
Page 68 • November 11, 1957
persists in its plan, WGAN-TV will de-
mand a public hearing, the station said.
WHYN-TV Springfield, Mass. (ch. 40),
thought the FCC proposal is a good one,
but feels ch. 8 ought to go to Springfield,
not Providence. In this connection, WHYN-
TV said its uhf operation is losing adver-
tising revenue to Hartford, Conn., stations,
and that in the interests of good competition,
the western part of Massachusetts needs a
vhf outlet.
The Joint Council on Educational Tele-
vision, which is not against a third vhf in
Providence, did state, however, that ch. 1 1
could not be substituted for ch. 12 at Orono,
Me., without creating difficulties for the
U. of Maine. This channel switch is also
part of the FCC's New England deinter-
mixture plan.
Related to this plan was a previous FCC
proposal to assign a third vhf channel to
Providence by deleting ch. 8 from New
Haven and replacing it with ch. 6 from New
Bedford, Mass., which in turn would get
ch. 8. This scheme was junked when the
FCC decided to keep ch. 6 in the Albany-
Schenectady-Troy, N. Y., area.
KITE-FM Asks FCC Delay
In Multiplex Requirements
Another request asking the FCC to post-
pone fm's multiplex requirements was filed
with the Commission last week.
KITE-FM San Antonio, Tex., asked the
FCC to postpone the requirement that mul-
tiplex be used for special service fm broad-
casting from Jan. 1, 1958, to a year later. It
said that by then multiplex gear should be
developed and available.
KITE-FM 's request follows by two weeks
a petition by WPEN-FM Philadelphia that
the Commission revise its special communi-
cations authorization rule to provide that
multiplex not be required, but only permitted
[Government, Nov. 4].
Last week, however, a station called at-
tention to the success it is having with multi-
plex equipment. KBMS (FM) Glendale,
Calif., told the Commission it installed
Harkins multiplex transmitting gear Oct. 22
and has found multiplexing "completely sat-
isfactory from every possible standpoint."
FCC Network Study Committee
Gets Go-Ahead on Final Report
The last leg of the FCC's network study
received a clear go-ahead sign last week.
FCC Chief Hearing Examiner James D.
Cunningham held a routine hearing closing
the books on the litigation with four tv film
companies over the Commission's right to
demand and receive cost and price data on
their film programs. The hearing was held
to enter a federal court's order and stipula-
tions which provide that the film producer-
distributors have until Dec. 9 to furnish the
required information.
The suit was brought when the FCC's
Network Study Staff issued subpoenas
against Screen Gems, Ziv Television Pro-
grams, MCA-TV and Revue Productions,
all of whom had objected to furnishing
what they termed "confidential data." Last
September a U. S. district judge ordered the
information furnished to the Commission,
but directed that the FCC treat financial
data as confidential [At Deadline, Sept. 9].
The program study was the only part of
the network study not included in Barrow
Report [Lead Story, Oct. 7]. Its omission
was due to this litigation. The program study
will be completed in the Office of Network
Study, now part of the Broadcast Bureau.
When it will be completed could not be
ascertained.
FTC Examiner Finds Against Firm
Universal Sewing Service Inc., Cincin-
nati, Ohio, will be forbidden to use bait
advertising and false claims to sell its
sewing machines if an initial decision issued
by a Federal Trade Commission examiner
is upheld.
Representatives of the firm, subject of
an official complaint charging false advertis-
ing on radio, tv and in newspapers, did
not answer the FTC action, nor appear
at the hearing. The federal hearing examiner
also ruled that Universale use of the name
"Westinghouse" on Japanese-made sewing
machines constitutes a false representation.
Broadcasting
is for WHEELS
that help to grow things,
that help to make things,
that bring you everything
you eat, wear, or use
AMERICAN TRUCKING INDUSTRY
American Trucking Associations, Inc., Washington 6, D. C.
THE WHEELS THAT GO EVERYWHERE
Broadcasting
November 11, 1957 • Page 69
GOVERNMENT continued
strike up
the band for
daytime sponsors,
ARB's September ratings
show WMAL-TV's
American Bandstand
first with audience, with a
resounding 5.5 .. . and 34.8%
of audience. This Bandstand
audience is 47% adult, with
2.3 viewers per set . . . highest
for the time period.
Sponsors getting good sales music:
Coca-Cola, Robert Hall, Kessamin, Ivory
Flakes, French's Instant Potato Mix.
Adjacencies: Thompson's Dairy, Evening
Star, QT Frosting, DuPont Laundry,
Briggs Meat Products, Luzianne
Coffee, Lay's Potato Chips.
On our 12-Plan. .$36.00 a spot
On our 6-Plan. . 43.20 a spot
On our 3-Plan. . 57.60 a spot
Dick Clark, M.C.
real lively daytime programm
wmal-t
maximum power on channel WASHINGTON, D.C
AN EVENING STAR STATION ^^^1
label
Represented by H-R Television, Inc. ^^^^m
Page 70
November 11, 1957
HANSEN ON BARROW:
WILL 'WAIT AND SEE'
* FCC-Justice 'overlapping7 noted
* Antitrust chief cites problems
The Dept. of Justice is going to wait and
see what the FCC does with the Barrow
Network Report before making any moves
in the network practices field.
That is the definite impression one gets
in talking to Assistant Attorney General
Victor R. Hansen, chief government trust
buster.
Mr. Hansen pointed out that many of
the suggestions made by Dean Roscoe L.
Barrow in his report have been under study
for a long time by the Justice Dept. But,
the antitrust chief pointed out, in the field
of broadcasting there is "overlapping" juris-
diction between the FCC and Justice. There
is a feeling that the FCC has primary
jurisdiction in this field, Mr. Hansen noted,
and the Justice Dept. has secondary jurisdic-
tion.
"In this case," Mr. Hansen stated, "it
might be better, more efficient and more
proper for us to wait to see what the Com-
mission will do about these matters. After
all we aren't in the business of persecuting
the networks."
There are several other reasons why there
may not be any Justice litigation soon with
the networks. Mr. Hansen made these points
in his interview:
• Investigations like this take a long time.
• Several members of the antitrust staff
who were working on this case have left the
department. Victor H. Kramer, chief of the
general litigation section, resigned last
month to enter private practice. Orman W.
Ketchum, trial attorney, was recently ap-
pointed juvenile judge for the District of
Columbia.
• The press of other matters — including
such nationally vital actions as the DuPont
case, the El Paso oil case and others. Also,
Mr. Hansen pointed out, his time and that
of his staff recently has been taken up pre-
paring for appearances before a congres-
sional committee. In the last few weeks, Mr.
Hansen has appeared before a House
Judiciary antitrust subcommittee investigat-
ing consent decrees.
The Barrow report was delivered to a
three-man FCC network committee last
month [Lead Story, Oct. 7]. It recommend-
ed radical changes in current network prac-
tices, including the deletion of option time, a
limitation on multiple ownership of stations
by networks, divorcement of networks and
station representation, direct regulation of
networks by the FCC, the public filing of
affiliation contracts, etc.
The Network Report also suggested that
the Justice Dept. look into such matters as
network pressures on affiliates' rates, col-
lusion among networks on rates, option time,
and other alleged violations of the antitrust
laws.
The FCC's network study committee com-
prises Chairman John C. Doerfer and
Broadcasting
,.„J
It was
1DECD towers . • •
JOB DATA:
Station WISH began
operation in 1941 y^Hh
two 470-ft. Ideco radio
towers, ideco cpnvertetl
one of these towers for
a TV antenna in 1954.
In May 1955, Ideco
completed the new
T,000-ff. tower from
whicb WISH-TV now
operates.
With station after station it has been the same story
of SATISFACTION in Ideco. Satisfaction with the
service during planning, erection and inspection
of every Ideco tower. Satisfaction with perfect
tower performance resulting from Ideco's sound
engineering and exacting fabrication. Satisfaction
from the long service life and low maintenance
cost recorded by Ideco towers.
That's a reputation of dependability you can
trust! So, for your next tower, call on Ideco . . .
your complete satisfaction is assured. Write Ideco,
or contact your nearest RCA Broadcast Equipment
representative.
• DRESSER- IDECO COMPANY
One of the DRESSER INDUSTRIES
COLUMBUS 8, OHIO
Branch: 8909 S. Vermont Ave., Los' Angeles 44, Calif.
Tall or short ... for TV, Microwave, AM, FM . . . IDECO Tower "Know-How" keeps you on the air
Broadcasting
November 11, 1957
Page 71
GOVERNMENT continued
DOLPH DISCOURAGED
Robert H. Dolph, KFTM Fort Mor-
gan, Colo., and president of the Colo-
rado State Broadcasters Assn., last
week was discouraged from pursuing
an association plan whereby all am
radio stations in Colorado would re-
main silent from 7-8:00 a.m. to re-
mind the public of the importance of
the medium.
The Commission wrote Mr. Dolph
that the FCC isn't at all sure the idea
would be in the public interest. On
the contrary, it said, a cessation of
broadcast activity might in itself create
the impression that a radio alert is
in progress and could seriously hamper
radio's "alerting capability."
Comrs. Rosel H. Hyde and Robert T.
Bartley. Each of them has been studying the
report, but no meeting of the committee has
yet been held. This may be soon, it is
believed.
One section of the network study still is
being . prepared. This is the report on pro-
gramming which was delayed by litigation.
This separate report *s being written by
remaining members of the Network Study
staff now established as the Office of Net-
work Study under the head of Dr. Warren
Baum.
Mr. Hansen expressed admiration for the
Barrow Report. "It was much more com-
plete than I expected," he said. He stated
he had read the report, but had not studied
it in detail. He mentioned that he had had
several conferences with Dean Barrow While
the report was being written.
The report actually contains little new
to the Justice Dept., Mr. Hansen said. The
Department has been investigating network
practices more than a year, he recalled. This
has been an outgrowth of congressional
hearings before the Senate Commerce Com-
mittee and the House Judiciary subcom-
mittee.
No member of the broadcast industry has
shown any interest in the department's in-
vestigation of network practices, Mr. Hansen
said.
Justice has filed two antitrust suits in-
volving the broadcast industry. One is
against RCA-NBC charging coercion in last
year's stations swap whereby NBC got
Westinghouse Broadcasting Co's Philadel-
phia stations, and Westinghouse got NBC's
Cleveland stations and $3 million.
The Department also filed a suit against
several tv film syndicators, charging block
booking of films to tv stations. It alleged
that tv station buyers were forced to buy
groups of films in order to acquire the
pictures they really wanted.
Both of these suits are still in the initial
stages of litigation.
SUBLIMINAL SCARE
STIRS CONGRESSMEN
• Doerfer letter sets off alarm
• Fears of hidden tv ads allayed
Subliminal projection — invisible advertis-
ing— had some official Washington circles
alarmed last week over a sentence in FCC
Chairman John C. Doerfer's letter to a
congressman.
The chairman sent a progress report to
about 20 congressmen and senators who had
expressed fear about the technique of in-
stantaneous, "quick-as-a-wink" advertising
messages on tv. In the letter, the FCC chair-
man mentioned that, according to some
trade reports, SP already had been used on
tv.
This was enough to raise the outcry. Rep.
William A. Dawson (R-Utah) called im-
mediately for an FCC injunction against the
use of SP.
A check in Washington and in New York
disclosed that no television station has used
the split-second advertising technique. James
L. Vicary, inventor of the new technique,
said the only thing his Subliminal Projec-
tion Inc. company had done in this line was
to develop some closed circuit tv equipment
for possible use in a demonstration. All three
television networks denied using subliminal
advertising on any of their owned stations
or in network programs.
Subliminal projection is a method of flash-
A MARKET
lets...
STANDARD RATE AND DATA says Amarillo is the 157th
market in population among the nation's markets, but
*
/r's/iFAor!
That KGNC is blessed with a fabulous
sales area encompassing 882,100 people,
more than in the nation's 19th metropol-
itan market.
There is no market within a 250 mile
radius of Amarillo rated in the first 100
markets.
That each week more than one-half
million people in and around fabulous
Amarillo listen to KGNC.
$2500
REWARD
In order to help us tell this story,
we are going to pay $2500 to the
person who comes up with the right
solution to this problem.
WE DON'T BELIEVE that advertisers know the whole truth
about KGNC marketland.
WE DO BELIEVE that advertisers ought to know the whole
truth about our gas and oil and their byproducts, about
our cattle, cotton, wheat, grain sorghums and other stable
income sources.
WE DO BELIEVE that advertisers ought to know that for
the past 5 years Amarillo has consistently ranked among
the top 10 metropolitan areas in the nation, with the
highest per capita retail sales.
Let your entry be in any form you desire. It can be a
suggestion for a trade publication campaign, an oral
presentation, a brochure — whatever way you think
best to get the story across. It's up to you!
Amarillo is a sprawling, growing, thriving area loaded
with untold wealth. It's an old story to us. We want
other people to know. In many ways Amarillo is equal
to the nation's top metropolitan markets that are
bought almost automatically by national advertisers
when they want to blanket the country. Unfortunately,
many of these advertisers study only metropolitan
areas with a tendency to overlook the wealthy, healthy
Amarillo metropolitan area.
This is an opportunity for you to become $2500 richer
merely by giving us the right solution to our problem.
Our judges are 5 of the most important advertising
executives in the country. Because some of these peo-
ple may be acquaintances of yours, and because we
don't want personalities to be a factor in our contest,
each entry will be identified only with a code number.
Mail your entry to
the attention of
Jack Liston, Manager
KGNC
Amarillo, Texas
and be sure it's in the mail
before midnight December 1st.
Page 72 • November 11, 1957
Broadcasting
ing a message on a screen so quickly that
the viewer is unaware of it, yet theoretically
will be influenced by it [Advertisers &
Agencies, Sept. 16]. A Coca-Cola symbol
was flashed on a movie screen for 1/ 3,000th
of a second once every five seconds during
a New York demonstration last September.
At that time it was also reported that the
message "eat popcorn" had been flashed
during the show and that lobby popcorn sales
jumped 57.5%.
The resulting publicity brought letters of
inquiry to both the FCC and the Federal
Trade Commission.
Inquiries asking for information and ex-
pressing alarm at the implication of what
Rep. Dawson called the "secret pitch," came
to the FCC from about 20 members of
Congress, including Sens. Paul H. Douglas
(D-Ill.), Joseph S. Clark (D-Pa.) and Jacob
K. Javits (R-N. Y.).
An FTC spokesman reported that some
inquiries from citizens had been received
but only a few had complained. The com-
plaints, it was reported, expressed fear that
the SP technique might be used to "brain-
wash" Americans with foreign ideologies.
Mr. Doerfer, in his letter to the Con-
gressmen, said the Commission is investi-
gating the method. He called attention to the
fact that the Commission is forbidden to
censor broadcast transmissions but that it
can and does review overall programming
at renewal time. This latter activity does en-
tail types of advertising and the manner of
their presentation, the FCC chairman noted.
He also expressed some doubt that the FCC
has complete jurisdiction in the matter.
Some FCC engineers questioned whether
the system could be used on tv, since a tele-
vision half-frame lasts for l/30th of a sec-
ond while the SP technique apparently ap-
pears at 1/ 3000th of a second. It was felt
that a message transmitted from a tv station
would be discernible, although perhaps not
decipherable by the viewer. Mr. Vicary said
last week his company has worked out a
method of overcoming this factor. He de-
clined to describe it.
The FTC pointed out that its interest in
SP is whether the method might be consid-
ered improper advertising and whether in
specific instances the SP messages are used
by an advertiser to disparage competitive
products or untruthfully extoll the virtues
of the product being advertised.
Mr. Vicary said that he is not fearful of
regulation; that all he wants is a reasonable
kind of regulation which would permit
everyone to know "the rules of the road."
He also emphasized that SP messages could
get through only to viewers who are psy-
chologically receptive.
Besides Mr. Vicary's firm, it is understood
there is another firm engaged in subliminal
activities. This is Experimental Films Inc.,
New Orleans.
FCC Extends Comments Deadline
The deadline for industry comments on
the FCC's scrutiny of the spectrum between
25 and 890 mc was extended from Nov. 1
to Nov. 25, with a hearing to be set later.
The Commission is seeking data to help
with future allocations of the many non-
ELBOW ROOM
Demand guaranteed separation for your announcements
. . . give them Elbow Room, give them the chance to tell
the story they were designed to tell. When your announce-
ments ARE BACK TO BACK WITH one, two or three more
they lose their impact . . . you just can't get your messages
across impressively. Stamp out multiple spotting.
OUR PLEDGE TO YOU
O *^ *~ c rated From . • •
cements Win Be Separated From
All Announcements ^ competitive
AH other commercial • unCements
announcements by t.me at ieast 15
for one compJslS mUSl minutes,
ccd selection.* ,y ,me sig„oh
♦Except 10 second, Q»°"e
This is not a new policy with
WOLF. It is the proven sales
formula that has brought in
consistent renewals through
the years from pleased clients
representing top national ad-
vertisers.
We never had it so good— why spoil it.
RATING for RATING . . .
RATE for RATE
in CENTRAL NEW YORK IT'S —
National Sales Representatives
THE WALKER COMPANY
SYRACUSE, N.Y
Broadcasting
November 11, 1957 • Page 73
There are 1452.800 people
in our 224.566 TV homes'
A man's living room is the best place in the world to
make friends for your company and customers for your
products. The families you meet in the Jackson, Mississippi,
market have an average of $5,735° * to buy what they want.
Why not make them want what you have? They're in a
tremendous period of economic growth, with spendable in-
come up 40% since 1950 and retail sales up 125% since 1947!
Get your foot in the door now! Need more sell? Call
Hollingbery or Katz for a fact file.
'Television Magazine ""Sales Management 1957 Survey of Buying Power
MISSISSIPPI IS SOLD OIU TELEVISION
GOVERNMENT continued
government services operating in those
bands. They include fm and tv broadcast-
ing, auxiliary broadcast services, marine,
aeronautical, public safety, industrial, ama-
teur, transportation and others.
Claims Court Denies Damages
In BCA's Loss of Ch. 1 Grant
The U. S. Court of Claims in Washington
last week denied the $13.5 million suit
brought by the bankrupt Broadcasting Corp.
of America, of California, against the FCC.
BCA declared its losses occurred when the
FCC, because of interference problems, in
May 1947 suspended BCA's grant, for a tv
station on ch. 1 in Riverside, Calif.; the
grant originally had been issued in Decem-
ber 1946. Ch. 1 was reassigned to non-
broadcast activities in May 1948.
Willard L. Gleeson, president and prin-
cipal owner of BCA, claimed he spent more
than $300,000 in building his proposed tv
station. In 1953, the House of Representa-
tives referred a private bill for relief in the
amount of more than $450,000, introduced
in Mr. Gleeson's behalf, to the Claims Court
for ajudication. In the court, Mr. Gleeson
and BCA filed suit for $13.5 million. In a
56-page finding to the judges, trial Comr.
Marion T. Bennett ruled that BCA's financial
troubles were due to the general condition of
the firm [At Deadline, Feb. 18].
The Court adopted the trial commission-
er's findings and stated that neither BCA nor
Mr. Gleeson are entitled to recompense by
the government for any losses. The Court,
agreeing with Comr. Bennet, ruled that these
losses "arose from the plaintiff's other ac-
tivities" and that "plaintiff's intermingling of
these losses with those respecting television
casts serious doubt on the credibility of plain-
tiff's evidence with respect to television
losses, if any, and vitiates any possible
equities in his favor. . . . Many of [the losses]
are entirely anticipatory and speculative and
. . . not attributable to . . . defendant."
U. S. Tax Court Opines Sale
Of Marx Show Was Capital Gain
The U. S. Tax Court has rendered an
opinion that the 1950 sale of You Bet Your
Life by Groucho Marx and his partner,
producer John B. Guedel, to NBC for $1
million is subject only to a capital gains
tax and not personal income tax.
The Internal Revenue Service had claimed
that only one quarter of the sales price was
subject to capital gains, and that the rest
was regular income. Not so, said the court,
which found no part of the $1 million to
be services taxable as ordinary income.
It noted that the sales price was set by
independently-offered sealed bids of $1
million (from both NBC and CBS) which
established it as the fair market value. The
court also commented that it is aware that
stars often try to sell shows at the most
favorable tax rate. But in this connection, it
reminded tax officials that "it has long
been recognized that a taxpayer may de-
crease the amount of what otherwise would
be his taxes, or altogether avoid them by
any means which the law permits." IRS can
take this to the U. S. Court of Appeals.
Page 74 • November 11, 1957
Broadcasting
<T3
Stainless Steel Porcupine. This fero-
cious-looking machine bristles with Stain-
less Steel spikes, and for a good reason,
too. It's the main drive compressor for a
supersonic wind tunnel at the National
Advisory Committee for Aeronautics' Lewis
Flight Propulsion Laboratory in Cleve-
land. It delivers a ton of air per second at
a velocity of 1200 to 1800 miles per hour!
The tunnel will test full-size turbojet and
ramjet engines.
It's Mowing Time Again. And a clean-
cutting all-steel rotary power mower like
this can help you do the job faster and
with less work. The all-steel deck is tough
and unbreakable. The mower blade is steel,
too, because steel is the only commercial
metal that will take and hold a keen cut-
ting edge.
41,000 Miles Of Wire. This picture was taken on
the world-famous Mackinac Bridge, now under con-
struction by American Bridge Division of United
States Steel. The all-important main suspension
cables contain 41,000 miles of %6-inch-diameter tough
galvanized steel wire supplied by American Steel &
Wire Division. The cables are laid four wires at a
time by a traveling "spinning wheel." Each cable is
over two feet in diameter and contains 12,580 wires.
UNITED STATES STEEL
uss
AMERICAN BRIDGE . . AMERICAN STEEL & WIRE and CYCLONE FENCE . . COLUMBIA-GENEVA STEEL
CONSOLIDATED WESTERN STEEL . . GERRARD STEEL STRAPPING . . NATIONAL TUBE . . OIL WELL SUPPLY
TENNESSEE COAL & IRON . . UNITED STATES STEEL HOMES . . UNITED STATES STEEL PRODUCTS
UNITED STATES STEEL SUPPLY . . Divisions of UNITED STATES STEEL CORPORATION, PITTSBURGH
UNION SUPPLY COMPANY • UNITED STATES STEEL EXPORT COMPANY • UNIVERSAL ATLAS CEMENT COMPANY
7-1258
Watch the United States Steel Hour on TV every other Wednesday (10 p.m. Eastern time).
Broadcasting
November 11, 1957 • Page 75
MANUFACTURING
GATES SOLD TO HARRIS-INTERTYPE
• Broadcast equipment firm sold for undisclosed amount
• Present organization will continue to operate company
The long-pending sale of Gates Radio Co.,
pioneer electronics and broadcast equipment
producer, to Harris-Intertype Corp., leading
manufacturer of printing-publishing sup-
plies, was consummated Tuesday [Closed
Circuit, Oct. 28].
The Cleveland-based company announced
it had acquired all Gates' common stock in
a cash transaction for an undisclosed amount
as part of a "diversification" and "growth-
industry" buying program. The purchase
was announced Wednesday by George S.
Dively, chairman and president of the com-
pany, which claims annual running sales of
approximately $60 million.
Gates will continue to headquarter in
Quincy, 111., with Parker S. Gates remaining
as president, reportedly on a long-term-con-
tract basis. It will operate "on a decentralized
basis with the present organization," accord-
ing to the announcement.
Mr. Dively said the purchase of Gates,
the fifth major transaction for Harris-Inter-
type since 1952, "fits into our long-range
program, which includes some diversification
into lighter products with strong growth
potential, such as electronic equipment —
particularly since the application of elec-
tronics is becoming more and more im-
portant in the printing equipment field. Also,
radio as well as tv are companions to printed
material in advertising and in communica-
tions generally."
Harris-Intertype has been seeking an elec-
tronic arm or subsidiary because of its elec-
tronic control system and phototype-setting
activities. The acquisition of Gates has been
under consideration for more than a year,
it was acknowledged, along with the possible
purchase of "several other electronics firms."
The company maintains a continuing list of
100-150 such growth prospects. At one time
it owned Air Tronics Co., a research firm.
"Gates is a well-established, high-quality
electronics manufacturer, with a solid base
in broadcasting equipment, which is show-
ing a good growth trend," Mr. Dively ex-
plained. "The company will continue to
specialize in equipment and services for the
radio broadcasting industry, and in addition
should provide Harris-Intertype with an
operating base for broader developments in
the rapidly expanding electronics field."
One of Gates Radio Co.'s newest product
developments, it's known, is a new 5-kw
color transmitter (usable for black-and-
white), slated to be marketed next spring,
with such claimed features as low-cost, new
AFTER the signing, Parker S. Gates (I),
president of Gates Radio Company, and
George S. Dively, chairman and president
of Harris-Intertype Corp., pause before
starting discussions on the future of the
newly joined firms.
technical advancements, and compactness
and simplicity of design. Last year it pio-
neered development of the Gates "Auto-
Station" for automatic programming.
Sales and profit figures of Gates, pioneer
broadcast equipment manufacturer now
observing its 35th anniversary, have always
been closely guarded. But, according to
Harris-Intertype's announcement, Gates'
sales run about $6 million annually, with
net income after taxes of about $500,000.
H-I also disclosed its own balance sheet as of
June 30, 1957 (end of its fiscal year), show-
ing sales of $59,078,826 and net income of
$4,733,045.
Formerly known as Harris-Seybold Co.,
the buyer changed its name last June after
merging with the $16 million Intertype
Corp., Brooklyn, N. Y. It is regarded as
perhaps the world's leading manufacturer of
printing and publishing equipment and sup-
plies, including presses, typesetting machines,
power paper cutters and lithographic chemi-
cals and supplies. The company has 5,000
employes in the U. S. and abroad, with main
plants in Cleveland, Dayton, Brooklyn,
Westerly (R. I.) and Slough, England,
smaller plants in a half-dozen other cities,
and some 15 sales offices.
The Gates Radio Co. was founded in 1922
by Henry and Cora Gates and pioneered in
radio receiving equipment with an annually
rising sales curve for am-fm-tv transmitters,
along with automatic programming units,
communications systems and various by-
products. Gates claims perhaps 60-70%
saturation of U. S. am-fm stations now and
an all-time mark of 90-95% in terms of its
equipment. Taking military contracts into
account, 85-90% of its business derives from
broadcast equipment.
Galvin Enumerates Factors
In Upped Motorola Earnings
An improved "price-to-cost relationship"
in the tv receiver field and other factors are
cited by Robert W. Galvin, president of
Motorola Inc., Chicago, as reasons for the
company's increased earnings the first nine
months of 1957 over the same period last
year.
Mr. Galvin reported earnings of $5,350,-
422 ($2.76 per share) and sales of $166,023,-
I'm a patient man, Smidley.
Lord knows how long I've waited for
just one Cascade order across this
desk. But I've had it. I won't sit
here and let an exclusive billion dollar
market be ignored. If you can't
spot the West's biggest TV buy — one
of the nation's top 75, then Smidley,
in my book, you're no time buyer.
And heaven knows I've tried.
CASCADE
BROADCASTING COMPANY
NATIONAL REP.: WEED TELEVISION
PACIFIC NORTHWEST: MOORE & ASSOCIATES
Page 76 • November 11, 1957
Broadcasting
To Get All the Facts on AM Equipment
CALL GATES FIRST »
TWENTY-FIVE GATES AM SPECIALISTS, located
from coast to coast, are ready to assist you with
your station planning. Gates sales engineers
are continually presenting ideas that range from
better ways of utilizing broadcasting equipment
to new engineering techniques. The Gates field
men know the broadcasting business, and their
experience in this industry is highly valued by
station executives. Their recommendations on
new equipment and methods of operation have
won world-wide respect for them and for Gates.
Each Gates sales engineer is backed by a
company whose primary aim is service to the
giant industry of broadcasting. Gates provides
a seemingly endless line of quality products
from which to choose ... a complete and perfect
selection of broadcasting equipment. This huge
selection of Gates manufactured products gives
you a distinct advantage, because with Gates,
there is only one line of distribution . . . from the
Gates plant to the station ordering the equip-
ment. Yes, it is important to you, the broad-
caster, to remember that every Gates nameplate
means — "Manufactured by Gates."
The twenty-five Gates sales engineers, con-
veniently located from coast to coast, are ready
to serve you when needed ... let them put their
years of broadcasting experience to work for you.
Gall the Gates field man nearest you today.
For the name of the Gates sales engineer serving
your area, write to the Gates Radio Company,
Quincy, Illinois.
I GATES RADIO COMPANY, Quincy, III., U.S.A.
MANUFACTURING ENGINEERS SINCE 1922
OFFICES — NEW YORK - WASHINGTON D. C - LOS ANGELES - HOUSTON - ATLANTA
INTERNATIONAL DIV., 13 East 40th St., New York City — In Canada, CANADIAN MARCONI COMPANY
MANUFACTURING continued
AWARDS
034 for the period ended Sept. 30 During
the third quarter, earnings hit $1,940,644
and sales $60,356,275.
Aside from the tv field, other reasons for
Motorola's improved earnings picture, ac-
cording to Mr. Galvin, were a considerably
better sales record for high fidelity products,
smoother contracts for car radio production,
a 10% boost in two-way radio and micro-
wave business, operation of the transistor
division at a break-even point (contrasted to
last year's research and development costs)
and a status quo in military electronics des-
pite national defense cutbacks.
Zenith Unveils 8-Bcmd Radio
An all-transistor radio set with eight-
wave-band tuning was unveiled Tuesday by
Zenith Radio Corp. which claimed the
model is the first of its kind in the world.
The receiver (the Trans-Oceanic porta-
ble) operates with ordinary flashlight bat-
teries up to a maximum of 300 hours and
weighs 13 pounds, about half the weight of
conventional shortwave portables, accord-
ing to L. C. Truesdell, Zenith vice president
and sales director. Reception includes inter-
national shortwave, ship-to-shore commu-
nications and Coast Guard weather reports,
plus standard broadcast transmission. The
suggested list price is $250, including Nike
batteries.
MANUFACTURING SHORTS
Reeves Soundcraft Corp., N. Y. and L. A.,
announces plant designed specifically for
manufacture of magnetic tapes by automa-
tion. Completion of 50,000 sq. ft. plant in
Danbury, Conn., is scheduled for mid- 1958.
With operation of new plant, company plans
to increase its work force 100%, it reported.
Rek-O-Kut Inc. has dedicated new $250,-
000 manufacturing plant at Corona, N. Y.,
reportedly providing doubled production
capacity for firm's custom lines of recording
turntables, tone arms and cartridges.
RCA reports shipment of 24-bay antenna
to WMBD-TV Peoria, 111.
General Electric Co. has reported shipments
of 50 kw transmitter to WCDA (TV) Al-
bany, N. Y.; used 5 kw transmitter to Joseph
P. Ernst for ch. 10 at Worland, Wyo.; 12
kw transmitter to WANE-TV Fort Wayne,
Ind.; five-bay helical antenna to WBAE
(TV) Atlanta; five-bay helical antenna to
WHYN-TV Springfield, Mass., plus one-bay
helical antenna for use while changing to
ch. 40 from ch. 55; six-bay batwing an-
tenna to WDSM-TV Superior, Wis.; studio
camera to KTRE-TV Lufkin, Tex., and one
to WTVS (TV) Detroit, and relay switching
system to KTNT-TV Seattle-Tacoma, Wash.
Audio Devices Inc. reports sales of recording
tape for third quarter of this year were
59% ahead of same period last year and
were largest for any quarter in history of
company. Firm also reports it has leased
additional factory building which will raise
its manufacturing operating space to 60,000
sq. ft. New building is adjacent to com-
pany's existing plant in Glenbrook, Conn.
Fund for Republic Taking Bids
For Robert Sherwood Awards
The third annual competition for the
Robert E. Sherwood awards for television
programs dealing with freedom and justice
has been announced by Robert M. Hutchins,
president of the Fund for the Republic. The
fund established the awards in 1955 in
memory of Mr. Sherwood, who was a
director of the fund at the time of his death.
First prize will be $10,000 for the best
program of any type dealing with freedom
and justice. Four $1,000 awards will be
given to programs considered to have out-
standing merit. Citations of honorable men-
tion also will be given to those programs
judged notable.
Judges are: Mrs. Eleanor Roosevelt;
James J. Rorimer, director of the Metropoli-
tan Museum of Art, New York; Buell G.
Gallagher, president of the College of the
City of New York; Robert M. Purcell,
president of KFWB Los Angeles; Gilbert
Seldes, author and critic; Harrison Tween,
attorney, and Philip H. Willkie, president
of the Rushville (Ind.) National Bank.
Deadline for submission entries is May
31, 1958. Last year's competition attracted
some 140 nominations. They may be made
by mail or phone to the fund at 60 E. 42nd
St., New York.
WFAA-TV Tornado Story Cited
Coverage of the April 2 tornado in Dallas
by WFAA-TV there won that station the
1957 media award for excellence in report-
ing at the annual Southwest Journalism
Forum at Southern Methodist U. Bob Tripp,
news director, WFAA-AM-TV, accepted the
award from Dr. Willis M. Tate, SMU
president.
Sylvania Reschedules Awards
The seventh annual Sylvania Television
Awards presentations will be made Jan. 16,
1958, at the Plaza Hotel, New York, in-
stead of the usual presentation in early
December. The change was made in re-
sponse to suggestions from members of the
30-man field critics' panel who wanted to
bring the awards into line with the calendar
year.
Under the new set-up there will be four
complete quarters of balloting by the panel
of newspaper television critics throughout
the country. This system makes the entire
new fall season of shows eligible for the
awards. The board of judges and representa-
tives from the panel will meet Jan. 3-5 to
choose the winners.
L. A. Art Contest Announced
Deadline for preliminary entries for the
13th annual exhibition of western adver-
tising and editorial art is Thursday, Arthur
J. Sherman, exhibition chairman of the
Art Directors Club of Los Angeles, spon-
sor of the exhibition, has announced. Judges
will screen entries during the next three
days and will mail their acceptances Nov.
20. Final entries are due Dec. 9, and a
national jury of advertising executives will
select the winners Dec. 20. An awards
dinner will be held Feb. 7 at the Statler
Hotel and entries will be publicly displayed
two weeks.
Some 20 categories of advertising and
editorial art are covered by the ADC specifi-
cations, including five types of tv com-
mercials: live commercials (to be submitted
on 16 mm kinescopes), film commercials
using live technique, film commercials
using animation, limited action commercials
(continuity slides, telop art cards) and mis-
cellaneous (single frame slides, product dis-
plays, etc.).
AWARDS
Walter McCreery, president, Walter Mc-
Creery Inc., Beverly Hills, Calif., was pre-
sented Los Angeles County Council Ameri-
can Legion award of merit Nov. 1, "in
recognition of his advertising and publicity
services, performed over a period of years,
contributing to the success of our Rehabilita-
tion Fund projects."
Bonnie Dewes, account executive at D'Arcy
Adv. Co., St. Louis, to be cited by local
Women's Adv. Club as "St. Louis Woman
of the Year" at its annual awards dinner in
Hotel Chase Nov. 14. She will be honored
for planning and production of advertising
campaign for Laclede Gas Co. in all media.
WGR-TV Buffalo, N. Y., received bronze
plaque from Lions Club of Western N. Y.
for ". . . outstanding local and world-wide
news coverage."
Carroll Alcott, KNX Los Angeles news
staff, given certificate of honor by Los An-
geles Civil Service Commission for "gen-
erous assistance to the city in filling critical
personnel needs, especially in the ranks of
firemen and police officers."
Ralph Edwards, host of NBC-TV's This Is
Your Life, honored by American Heart
Assn. for second time. He received its Gold
Heart on anniversary of raising $1.64 mil-
lion on his Truth Or Consequences program
10 years ago, making it possible for asso-
ciation to become full-fledged public health
organization.
Sheldon Peterson, news director of WTCN-
AM-TV Minneapolis, given certificate of
service by Colorado Medical Society in Den-
ver for "insight into affairs of the medical
profession and public health" while associ-
ated with KLZ-AM-TV Denver for 10
years.
Rush Ashton, KNX; Dorothy Gardiner,
KTLA (TV); Norma Gilchrist, formerly
with KTTV (TV); Mary Hickox, KFI;
Norma Young, KHJ, and Mildred Younger,
KABC, all stations in Los Angeles, received
certificates of appreciation from Goodwill
Industries of southern California for "the
support they have given this charity over the
years."
WNAX Yankton, S. D., received Golden
Mike Citation for Farm Facts and Com-
ments from National American Legion
Auxiliary. Award given for its "notable
contribution to the interest, enlightenment,
entertainment and inspiration of South
Dakota youth through radio."
Page 78 • November 11, 1957
Broadcasting
■ . : v
■
The never-ending search for oil takes men to
strange places— even to ocean floors.
Here Mobil scientists, the first company team of
research geologists trained as skin divers, probe
the bottom of the Gulf of Mexico.
From their findings have come clues which may
lead to the location of new oil reserves to strength-
en the Free World — to guarantee you a continu-
ous and abundant flow of the thousands of
products made from petroleum to enrich your life.
Training geologists as skin divers is but one of
Mobil's pioneering methods of exploring new
petroleum frontiers in a world where oil is
ever more difficult and expensive to find.
This progressive policy resulted in the first tap-
ping of off-shore oil reserves out of sight of land
— another example of Mobil's master touch in oil.
For more information about skin diving for oil,
write to Room 2400, Socony Mobil Oil Co. Inc.,
150 East 42nd Street, New York 17, N. Y.
SOCONY MOBIL OIL CO., INC.
Leader in lubrication
for 91 years
November 11, 1957 • Page 79
PERSONNEL RELATIONS
RTDG-NABET-NBC STILL SNARLED
• Directors' move to shortcut orders ends in confusion
• NBC-TV, caught with camera chaos, seeks agreement
NBC-TV faced the possibility of dis-
ruption of its programs over the past week-
end when all-day negotiations through
Thursday midnight failed to resolve a dispute
between the National Assn. of Broadcast
Employees & Technicians and the Radio and
Television Directors Guild over program
directing procedures.
After Thursday night's last minute efforts
at arbitration failed, RTDG issued an an-
nouncement early Friday morning instruct-
ing its members to return to work at NBC-
TV under conditions it claims it has had
legally for the past seven years but had not
exercised until Nov. 1 . On that date, RTDG
members were instructed by the union to
talk directly to cameramen and other per-
sonnel of the technical crew (NABET mem-
bers) during pre-dress rehearsals and on the
telecasts of unrehearsed programs, instead
of relaying their instructions through tech-
nical directors (also NABET members),
which has been the practice at NBC-TV for
10 years. An RTDG spokesman said that at
ABC-TV and CBS-TV, program directors
do not work through technical directors on
similar assignments.
On Nov. 1 and 2, various NBC-TV pro-
grams were disrupted when RTDG directors
attempted to implement their union's direc-
tives. RTDG then agreed to return to the
old system of operation until last Thursday
midnight pending discussions with NABET
and NBC-TV.
Arbitration failed when RTDG insisted
that only the language of its contract with
NBC-TV, which the union claims grants it
the right to bypass technical directors under
certain conditions, should be the basis of
discussion. NABET argued that the whole
issue should be arbitrated with considera-
tion given to NABET's 10 years of experi-
ence under the system. The name of George
Meany, president of the AFL-CIO, was of-
fered as a possible arbitrator.
During the two days (Nov. 1 and 2)
when RTDG sought to work directly with
NABET cameramen and technicians, various
NBC-TV programs suffered from wobbly
camera shots, loss of program segments and
the intrusion of off-stage voices.
NABET spokesmen insisted their camera-
men and technicians acted to the letter of
the program directors' instructions. Accord-
ing to RTDG officials, NABET kept hag-
gling about the precise amount of light de-
sired by the camera director, the exact num-
ber of mikes wanted and, in general, made
working conditions "confusing and intoler-
able."
NABET officials said that confusion is ex-
pected to result if "a director is incapable of
giving all the necessary cues to the technical
crew." They contended that technicians "fol-
lowed the directors' cues when given but the
absence of cues by the director resulted in
something less than the usual flawness pro-
ductions." While NABET conceded that
RTDG has the legal right to make its de-
mands, officials said the system of having
Page 80 • November 11, 1957
program directors talk through NABET-
controlled technical directors to technicians
and cameramen "was born seven years ago
out of sheer necessity," because "men were
needed who could filter the 'Cloud 14'
dreams of program directors."
Earlier last week RTDG took out paid
newspaper advertisements indicating that
NABET officials were acting "like the lead-
ers of a gang of saboteurs." RTDG also said
that "cameras panned at the ceiling or medi-
tatively contemplated the floor. Mike booms
became immobile. Superbly trained tech-
nicians, masters of their intricate crafts, be-
came amateurs sporting with deadly toys.
Programs which represented many thou-
sands of dollars struggled through rehearsals
and came before the public as travesties of
the television art. Recognizing their inability
legally to oppose the contracts, the techni-
cians instead resorted to the destruction of
NBC's product."
The directors union also criticized NBC
for its conduct during the weekend of Nov.
1-2, saying:
"The management of NBC, apparently
transfixed by fear of the damage NABET
could do, gave the directors little or no sup-
port. Yet in a number of instances, the un-
remitting efforts of our members put good
programs on the air despite the crippling op-
position encountered."
A NABET official told Broadcasting
late Thursday that his union wanted a "rea-
sonable discussion" of the issues. He said
the system of working through technical di-
rectors had been in force for more than 10
years and had worked out "satisfactorily."
He felt RTDG could have given ample
notice of its dissatisfaction instead of "sud-
denly" serving "an ultimatum" before the"
beginning of weekend programming.
CBS, IBEW Prepare for Battle
In Court After First Skirmish
The off-and-on battle between CBS Inc.
and the radio-tv engineers of Local 1212,
International Brotherhood of Electrical
Workers, appears headed for a court hear-
ing, but chances are that no "rush" tag will
be attached to the docket.
This development follows a denial issued
Nov. 1 by U. S. District Court Judge
Sylvester J. Ryan to CBS' motion that it be
granted summary judgment against the
local and thus take title to $100,000 in
damages resulting, CBS claims, from the
IBEW-imposed blackout of a WCBS-TV
New York telecast [Personnel Relations,
April 29, et seq.].
However, while denying the first CBS
motion, Judge Ryan acceded to its second
motion: to dismiss as invalid Local 1212's
$ 1 50,000 countersuit based on allegations
that CBS twice violated its contract with
the union. Judge Ryan felt that regarding the
first motion, testimony would be required
to resolve "conflicting interpretations" of
the CBS-IBEW contract and then find out
exactly what transpired April 21, when the
Pepsi-Cola Metropolitan Bottling Co. -spon-
sored remote was scheduled.
He dismissed the union's $150,000 coun-
tersuit because it had waited more than six
months between the last alleged breach of
contract and the filing of the counterclaim.
The court held that the CBS-IBEW contract
states "Where any specific grievance has
been brought to the attention of CBS and
the union and has not proceeded to arbitra-
tion . . . for a period of six months sub-
sequent to the date upon which such griev-
ance was first brought to the attention of
CBS, said grievance shall be deemed finally
waived and disposed of and may not be sub-
sequently arbitrated." IBEW contends that
CBS gave lighting assignments to rival unions
in preparing a 1955 Mama program and a
March 1957 Odyssey program. IBEW's chief
rival is Local 1, International Alliance of
Theatrical Stage Employes & Moving Pic-
ture Operators (IATSE), which has entered
the CBS case as a third party.
Though Robert Silagi of Scoenwald,
Silagi & Seiser, IBEW's counsel, hailed
Judge Ryan's decision as "a victory" for his
clients, Emanuel Dannett of McGoldrick,
Dannett, Horwitz & Golub, outside counsel
for CBS. was quick to challenge his rival's
statement that the judge had "upheld the
union's contentions . . . ruling that there
was serious doubt that Local 1212 had in
fact caused a work stoppage." Claiming this
was "certainly not" the case, Mr. Dannett
said that "the judge's opinion is quite clear."
L. A. Court Must Hear Petition
By AFM Local 47 on Trust Funds
A petition by a group of members of Hol-
lywood Local 47 of the American Federa-
tion of Musicians for an injunction to halt
payments into the Music Performance Trust
Funds will be back in Los Angeles Superior
Court shortly, following last week's ruling
by the California Supreme Court that the
superior court does have jurisdiction.
The case possibly will be heard before
Christmas and probably before Superior
Court Judge John J. Ford, who heard the
original arguments, according to attorney
Daniel A. Weber, who with Harold A. Fend-
ler, represents the rebel musicians.
Judge Ford denied the petition on the
ground the court lacked jurisdiction because
Samuel R. Rosenbaum, trustee of the funds
and an indispensable party to the action, is
a resident of New York [Personnel Rela-
tions, Jan. 28]. This decision was appealed
to the California Court of Appeals, which
reversed Judge Ford's ruling. That decision
was appealed to the California Supreme
Court, which agreed with the appellate court
and sent the case back to the superior court.
The ruling will become final in 30 days,
unless the AFM blocks it by persuading the
State Supreme Court to rehear the case or
the U. S. Supreme Court to review it.
The petition for a preliminary injunction
halting further payments into the trust funds
and for a receivership to hold them is part
of the plaintiffs' attempt to upset the trust
fund provision of the agreements negotiated
by the national AFM with the employers of
musicians for work on films and recordings.
Broadcasting
ROGER HODGKINS, Chief Engineer, WGAN-TV, Portland, Maine, SAYS
UJGfln-TV
* PORTLfinD 13
"After 1 500 hours of on-scene operation, this
G-E camera tube still shows no stickiness!"
"'P'he General Electric camera tube I'm hold-
ing has given WGAN-TV more than 1500 hours
of top-grade service. And that's with target volt-
age up. Count the time the filament was lit during
camera warm-ups, and you can increase the
hours even more.
"At no time has there been a fall-off in picture
quality. Resolution is still excellent, burn-in is
negligible. In fact, we can use this G-E tube today
and be sure of sending out a signal that meets
WGAN-TV's high quality standards.
"Our General Electric camera tubes match
WGAN-TV's policy of using only the finest
equipment. They produce superior pictures and
return full-dollar tube life, a combination that
is helping us maintain WGAN-TV's reputation
of 'traditionally Maine's finest'."
For quality performance that will please your
audience and your advertisers, replace with G-E
Broadcast-Designed image orthicons! Your local
General Electric tube distributor stocks GL-
5820's. Phone him today! Distributor Sales,
Electronic Components Division, General Electric
Company, Ouensboro, Kentucky.
Progress Is Our Most Important Product
GENERAL
ELECTRIC
Ha©©!!*
Over 60,000 producing oil
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Television Network's Triple
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in the oil patch.
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reaching over sets!
KDUB-TV
LUBBOCK, TEXAS
K PAR- TV
ABILENE - SWEETWATER
KEDY-TY
BIG SPRING, TEXAS
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(NATIONAL REPRESENTATIVES: THE 8RANHAM COMPANY
PrwJdent and Gen. Mgr., W. D. "DUB" ROGERS
Notional Soli Mgr. E. A. "Bun" Howtt
STATIONS
DATELINES
Newsworthy News Coverage by Radio and Tv
Radio-tv newsmen, favored over print
competitors by the Sunday morning break
on Sputnik II Nov. 3, followed through by
turning up new angles throughout the week.
To supplement reports and recorded Sputnik
signals, stations all over the country kept
telephone and shortwave circuits to Moscow
busy with broadcast interviews.
This is how some of them handled devel-
opments on the new Red launching:
FORT WAYNE — When the President gave
his network speech Thursday night, WOWO
Fort Wayne, Ind., was ready with follow-up
commentary by rocket expert and Eisen-
hower critic Norman Baker. Taped remarks
by the editorial writer of Missiles & Rockets
magazine were fed to all Westinghouse
Broadcasting Co. stations.
In Fort Wayne for a speech before the
local section of the American Rocket Soci-
ety (which he founded as an Indiana Tech.
College student), Mr. Baker also was heard
Wednesday in a half-hour interview by
WOWO newsmen Frank Goerg, Hal Cessna
and Bud Stone. Both radio appearances
preceded his speech before the society.
ST. LOUIS — Joining the early morning
moonwatch, cameraman Larry Johnson of
KTVI (TV) St. Louis came up with films of
Sputnik II which were used on news shows
that evening by KTVI and ABC-TV (see
picture). He got the historic shots at 5:50
a.m. from the roof of a downtown building,
using a six-inch lens, and filming the bullet-
shaped satellite the full two minutes it was
visible.
MOSCOW — The total space picture evolved
last week from a multitude of direct reports
from Moscow by enterprising stations. Bill
Clark of WERI Westerly, R. I., following up
a Canadian station's report that Moscow
planned a Moon flight soon, got a denial by
shortwave Tuesday from a Radio Moscow
announcer. Mr. Clark's report was carried
twice on MBS newscasts. Richard Johnson
of CFCF Montreal earlier had been told by
a Radio Moscow newsman that the first
Soviet Moon rockets would feature ape pas-
sengers. Any plans for a Soviet trip to the
Moon also were discounted in a telephone
interview by Ray Camay of KIOA Des
Moines with Nikolai Kuznetzoff, editor of
the Soviet news agency, Tass.
An early-week report that there was an
apparatus in the Red satellite to catapult
the dog, Laika, back to Earth was turned up
by Fred Anderson, news director of WHYE
Roanoke, in a telephone call to Radio
Moscow. Mr. Andreson's source, wary lest
the story be discounted (as it was later),
would identify himself only as "George."
The dog at that time was going by the name,
"Curly." Newscaster. Johnnie Rayburn of
WEEK-AM-TV Peoria, 111., talked to Radio
Moscow early in the week and got details on
the launching achievement.
BOSTON, PITTSBURGH and CLEVELAND
— Westinghouse Broadcasting Co. stations —
WBZ - WBZA Boston - Springfield, KDKA-
AM-TV Pittsburgh and KYW-AM-TV
Cleveland — carried the exclusive report
DINNERTIME viewers saw Sputnik II
Wednesday on ABC-TV's John Daly
and the News by means of film shot
at dawn that day in St. Louis and
picked up by ABC Chicago.
Wednesday of an eyewitness who was nearly
burned by a mysterious object that has been
seea over the U. S. recently. Westinghouse
correspondent Streeter Stuart was the first
newsman to talk with James Stokes, a staff
member of the Upper Air Research Center
at Alamogordo, N. M. Mr. Stokes and two
companions claimed they were close enough
to feel its heat, which they compared to that
of a sunlamp. The interview was conducted
from the WBC Boston news bureau.
MIAMI — Cameraman Bob Brumfield of
WTVJ (TV) Miami, brought back both a
fugitive from police and film footage docu-
menting the chase Thursday afternoon. A
mother who had stolen her baby away from
its quarters at the State Welfare Bureau of
Miami was the object of a police dragnet
across the city for two hours. She was
spotted at one point by a Welfare Bureau
worker, who stumbled and fell. But when
Mr. Brumfield encountered the mother, he
retained his poise, telling her, "I'm with the
police. You'll have to come with me." She
surrendered and with the baby was led to
the nearest squad car. Mr. Brumfield filmed
the apprehension at 5:30 p.m. and rushed
the footage back to WTVJ studios for
record-time processing and use on the 6:30
news show.
WASN'T KIDDING
Reporter Bob Keim of WADS An-
sonia. Conn., had a close call "on
the air" while recording his new pro-
gram series, Report From Europe, dur-
ing a recent Crusade for Freedom
observation tour of Radio Free
Europe. While he was taping a broad-
cast at the German-Czech border a
shot rang out. On the recording, to be
aired tomorrow (Tuesday) Mr. Keim
is heard to say, "Ladies and gentlemen
— that was a shot that just rang out,
and I'm not kidding." German border
guards stood ready with loaded, cocked
rifles, but no further incident took
place and no protest was made.
82
Novembe-- 11, 1957
Broadcasting
We at Goodrich
look forward to each
issue of Ad Age . . ."
says JOSEPH A. HOBAN
Vice-President/ Marketing
The B. F. Goodrich Company
'Tactual, dependable information on advertising and
merchandising can be found each week in Advertising Age.
We at B. F. Goodrich look forward to each issue, and in
arriving at our own business decisions, make use of the
many articles and helpful facts that it contains."
JOSEPH A. HOBAN
Mr. Hoban came to The B. F. Goodrich Com-
pany after getting his LL.B. from the Univer-
sity of Cincinnati and passing the Ohio State
bar examination. He was offered a position
in either the legal or sales departments and,
on the advice of the personnel manager, de-
cided to go into selling. Judging from his
impressive record in selling and marketing
during the more than 30 years he has been
with Goodrich, Mr. Hoban has had little rea-
son to regret his choice. Beginning as a tire
salesman, he quickly advanced first to branch
manager of the Pittsburgh area, and then to
manager for the Chicago zone. After various
other positions of responsibility in the Good-
rich tire marketing organization, Mr. Hoban
was named vice-president of the tire division
in 1953. Three years later, he became mar-
keting vice-president for the entire company.
This busy executive says he still enjoys con-
tacting customers and prospects, and feels
that personal demonstration of selling tech-
niques means far more to salesmen than
office instruction.
# © QqQ
Every Monday, like clockwork, most of the advertising executives
who are important to you — those who influence, as well as those who
activate major broadcast decisions — look forward to
Advertising Age. For here in one package they find not only the news,
trends and developments of their fast-moving field, but
helpful sales messages about markets and media.
At the B. F. Goodrich Company, for example, which chalked up
the second best year in its history in 1956, more than a quarter of the firm's
advertising budget for measured media was allocated to
television. The world's fourth largest rubber company, Goodrich
spent more than $1,300,000 for tv in 1956 to advertise
some of the products of its tire and footwear and flooring divisions.
Each week, 14 paid-subscription copies of Ad Age bring "factual,
dependable information on advertising and merchandising"
to B. F. Goodrich executives. Further, 671 paid-subscription copies
reach decision-makers at Batten, Barton, Durstine & Osborn, Inc.,
The Griswold-Eshleman Co., and McCann-Erickson, Inc.,
the agencies handling Goodrich televised products.
Add to this AA's more than 39,000 paid circulation, its tremendous
penetration of advertising with a weekly paid circulation
currently reaching over 11,000 agency people alone, its intense readership
by top executives in national advertising
companies, its unmatched total readership of over 145,000 —
and you'll recognize in Advertising Age a most influential medium for
swinging broadcast decisions your way.
iMrijDotfeurCt'io u^tfdWf people
200 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS
I Year (52 issues) $3 48 o Lexington avenue • new york w, newyork
Broadcasting
November 11, 1957 • Page 83
STATIONS CONTINUED
Pace Named General Manager
Of KABC, Director of KGO
John H. Pace has been named general
manager of KABC Los Angeles and mana-
ging director of KGO San Francisco, it was
announced Friday by
Robert E. Eastman,
American Broadcast-
ing Network presi-
dent. Both stations
are owned by ABC.
Mr. Pace, who will
assume his new post
Dec. 1, has resigned
as executive vice
president and gen-
eral manager of Pub-
lic Radio Corp.,
owner of KAKC
Tulsa and KIOA Des Moines. Mr. Pace
succeeds John Hanson, resigned, at KABC.
His post at KGO is newly created.
Mr. Pace was general manager of KCIJ
Shreveport from 1952-55 and general mana-
ger of KLEE Houston from 1948-52. Be-
fore this he served in various capacities in
the Fort Worth and Houston markets.
Harmon Heads XEAK U. S. Unit
For Domestic Sales, Programs
James Harmon, former program director
of KFMB-TV San Diego, has been elected
president of California Broadcasters Inc.,
organization which has charge of program-
ming and U. S. sales for XEAK, Mexican
MR. PACE
station operating on 690 kc with a new GE
50-kw transmitter about 12 miles from
Tijuana in Baja (Lower) California [Sta-
tions, April 22]. Station previously used
call letters XEAC.
Robert Harmon, brother of James, is a
vice president of CBI. Ashley Robison,
former half -owner and executive vice presi-
dent of KCCC-TV (now KBET-TV) Sacra-
mento, Calif., is secretary-treasurer. Bill E.
Brown, formerly sales manager of KOBY
San Francisco, is vice president in charge
of operations. Charles E. Morin, formerly
sales manager of KNX Los Angeles and the
CBS Pacific Radio Network, is CBI vice
president for sales, with headquarters in
the Knickerbocker Hotel, Hollywood.
XEAK is licensed to Jorge I. Rivera;
Dean Simmons, veteran Los Angeles ad-
vertising man who was one of the organ-
izers of CBI, has sold his interest in the
company to Mr. Robison, a CBI spokesman
reported.
Young Rep Firms Add Clients,
Announce Three Staff Changes
Adam Young, president of the Adam
Young representation companies, announced
last week that Young Television Corp. has
added three clients to its roster: WNOW-
TV York, Pa., WLOF-TV Orlando, Fla.,
and KGHL-TV Billings, Mont., the latter
two being grantees not yet on the air. Young
Representatives Inc., which represents radio
stations in medium-sized markets, has been
In each market ...
for every budget .
the No.1 BUY
AC w
Akron, Ohio - WCUE / WICE - Providence, R. I.
National Representatives The John E. Pearson Co.
named to represent WKAB Mobile, WNOW
York and WAEB Allentown, Pa., according
to Mr. Young. He added that Adam Young
Inc., which represents radio stations in major
markets, recently added KVAN Portland,
Ore., to its client list.
Mr. Young also announced a series of
appointments to the company's staff, topped
by the promotion of Peter F. Yaman to the
post of eastern sales manager of Young
Television Corp. He joined the company's
sales staff in 1956 after an association with
ABC. Other appointments: Augustine L.
Cavallaro to the New York sales staff of
Young Television Corp., and Pierce Foster
to the New York sales staff of Young Rep-
resentatives.
NBC Names Shepard to Head
Newly-Acquired WJAS-AM-FM
H. W. Shepard, special projects director
of WJAS-AM-FM Pittsburgh since June
1956, has been appointed general man-
ager of the stations, according to Thomas
B. McFadden, vice
.president of NBC
owned stations and
NBC Spot Sales. The
stations were pur-
chased by NBC from
Pittsburgh Radio
Supply House Nov.
1. Mr. Shepard has
been manager of
new business and
promotion and direc-
tor of radio sales
for NBC Spot Sales.
In turn, Mr. Shepard announced the selec-
tion of Martin Pollins as sales manager
and Oscar Campbell as business manager
of WJAS-AM-FM. Mr. Pollins joined NBC
in 1955 as salesman for NBC Radio Spot
Sales and previously had been account execu-
tive with WOR-TV New York and WAAT
and WATV (TV) Newark. Mr. Campbell
has been chief accountant of NBC-owned
WRCA-AM-TV New York.
WJAS-AM-FM has named NBC Spot
Sales as national representative, it was an-
nounced jointly last week by H. W. Shepard,
general manager . of the stations, and Jack
Reber, director of NBC Spot Sales. NBC
acquired ownership Nov. 1.
New Owners Take Over WHYE
New owners of WHYE Roanoke, Va.,
have assumed management of what formerly
was WRKE on 910 kc, 1 kw daytime. Allan
W. Roberts, formerly general manager of
WARE Ware, Mass., has been appointed
executive vice president and general man-
ager of WHYE.
Serving with him : Kenneth Manley, oper-
ations manager, formerly station manager
of WGUY Bangor, Me.; Ray Mills, chief
engineer, who continues from the Roanoke
station's old staff, and Arthur Stamler, pro-
motion-publicity manager of WGUY, WHIL
Medford, Mass., WARE, and WLOB Port-
land, Me., who adds WHYE promotion to
his present responsibilities. The FCC last
month approved purchase of WHYE by
owners of WGUY, WHIL, WARE and
WLOB from Elmore D. and Reba F. Heins.
MR. SHEPARD
Page 84
November 11, 1957
Broadcasting
What's made living more fun
THAN IT WAS SO YEARS AGO ?
Would you say Electricity? It's certainly done
wonders toward increasing our earning power,
shortening our working week, and removing
drudgery through power equipment.
How about Engines— all kinds, steam and in-
ternal combustion? Before the engine took over,
industry was pretty much confined to a water
wheel on a river bank, and travel was at the
mercy of wind and animal power. Engines let
cities grow in a desert, and ribboned the nation
with paved roads.
Or maybe the Typesetting Machine, which made
books and magazines really amazingly low-
priced, has done as much as anything to better
living conditions? It certainly helped spread
education, and gave the poor man his chance.
But this progress was possible only after steel
was made plentiful and inexpensive. Only 80
years ago people knew steel mainly as needles
and knives. But the average consumption of steel
has jumped in 80 years from virtually nothing to
1400 pounds of steel every year for every man,
woman, child, and newborn infant in this country.
And with every additional pound, up goes our
standard of living.
If living is to continue to be more and more fun,
America must build more and more steel capacity.
In the last year, Republic Steel increased its capac-
ity 785,000 tons and plans to increase its total
capacity to 12,242,000 tons by the end of this year.
REPUBLIC STE E L ^ , Qhio
WORLD'S WIDEST RANGE OF STANDARD STEELS AND STEEL PRODUCTS
MEANWHILE, BACK IN THE YARD, the family has fun cooking up more hamburgers. Much of today's outdoor living
centers around the steel charcoal burner, made easily portable and long-lasting with its drawn steel bowl, stainless steel wire
grille and tubular steel legs. All are products of Republic Steel. Republic's Steel and Tubes Division pioneered the electric
resistance welded method of forming tubing from flat-rolled steel. Pound for pound, tubular construction is strongest.
Broadcasting
November 11, J 95 7 • Page 85
STATIONS CONTINUED
LOOKING forward to good building weather in the spring, the management of WMC-
WMCF (FM)-WMCT (TV) Memphis, Tenn., has released plans for new studios
at Union Avenue and Rembert, where the stations hope to be broadcasting next fall.
The new two-story plant, according to H. W. Slavick, general manager of the Com-
mercial Appeal stations, is being built to accommodate future as well as present
needs, allowing installation of color equipment and addition of an extra floor when
necessary. Immediate needs will be served by two television and two radio studios,
outdoor sets, audition and screening rooms, special closed-circuit facilities and ample
space for storage and parking. The Austin Co. is architect.
CHANGING HANDS
ANNOUNCED
The following sales of
station interests were
announced last week. All are subject to
FCC approval.
WKRG-AM-FM-TV MOBILE, ALA. •
Sold by Kenneth R. Giddens and associates
to Giddens Television Inc., which will be
owned 50% by Mr. Giddens and 50% by
Mobile Press-Register Inc. Mobile news-
paper company, which publishes Mobile
Register and Press, will pay $1.05 million
for its 50% interest. Giddens Television Inc.
will borrow $130,000 which with sum re-
ceived from newspaper will be used to rec-
ompense other stockholders. Mr. Giddens,
who will be president and general manager,
is now 20% stockholder with option to
purchase remaining 80%. Press- Register is
owner of 5-kw WABB Mobile (on 1480
kc, ABC-affiliated). This station will be sold.
WKRG is 1 kw day, 500 w night on 710
kc and is affiliated with CBS. WKRG-TV
is ch. 5 and is also CBS affiliated.
TRACK RECORD ON STATION SALES, APPROVALS
owns 27.5% and upon FCC approval will
own 59.3% of fm group comprising WHCN
(FM) Hartford, Conn.; WBCN (FM) Lex-
ington, Mass.; WYCN (FM) New York, and
WXCN (FM) Providence, R. I. WMOU is
250 w on 1230 kc; WJWG is 1 kw day on
1050 kc.
NBC-TV O&Os Offer New Spot
The introduction of a new type of spot
availability — a 30-second commercial an-
nouncement— in station break time on seven
owned NBC-TV stations has been an-
nounced by Thomas B. McFadden, vice
president of NBC owned stations. The ad-
dition of this new announcement to 10-
second and 20-second station breaks, he
said, opens up a "new area of opportunity
for the advertiser," providing time for more
copy points and product demonstration.
WCNH's Letson Plans to Fight
Fine In Broadcast 'Violation'
Don Letson, owner of WCNH Quincy,
Fla., last week said he plans to start legal
action against the city of Bainbridge, Ga.,
following a $200 fine levied by that city on
the broadcaster for violation of a local
ordinance in broadcasting a football game.
Mr. Letson will be represented by J. Ken-
neth Ballinger, who also represents the Flori-
da Assn. of Broadcasters. FAB will take an
active part in the case.
WCNH had set up equipment to broadcast
a Nov. 1 game between Quincy and Bain-
bridge high schools at the latter's stadium
when Mayor Cheney Griffiths warned Mr.
Letson that he did not have permission and
would be subject to arrest. According to
Mr. Ballinger, WCNH set up equipment in a
private home across the street from the
stadium, leaving unattended "dummy" equip-
ment in the front yard for the benefit of
officers stationed there to make arrest if
broadcasting, was started. Police learned of
the actual broadcast point and took Mr. Let-
son and his crew into custody charging oper-
ation of a business without the necessary
$35 city license. Mr. Letson was released on
$200 bond.
Last Monday, according to Mr. Ballinger,
Mr. Letson arrived in court at 3:04 p.m. and
was advised by Mayor Griffiths, who is also
judge, that court had started at 3 p.m. and
that the $200 bond was forfeited.
Mr. Letson, who plans to file a full report
of the incident with the FCC, contended
APPROVED
The following transfers of
station interests were ap-
proved by the FCC last week. For other
broadcast actions see For the Record,
page 105.
KRIZ PHOENIX, ARIZ. • Sold to Radio
Phoenix Inc. by Howard M. Loeb and
group for $100,000. Radio Phoenix com-
prises Richard B., John L. and former
Sen. Burton K. Wheeler (D-Mont.), who
also have interests in KTLN Denver, Colo.
KRIZ is 250 w on 1230 kc.
WMOU-AM-FM BERLIN and WJWG
CONWAY, N. H. • Sold to McKee Broad-
casting Co. (Richard P. and Virginia A.
McKee) by John W. Guider, former Wash-
ington radio attorney, for $165,000. Mr.
Guider is also selling his 32.8% interest in
Concert Network Inc. to T. Mitchell Hast-
ings Jr. for $45,000. Mr. Hastings already
Page 86 • November 11, 1957
WOI-TV OFFERS 'OPEN CIRCUIT' PLAN
WOI-TV Ames, Iowa, has taken the
merchandising advantages from the
closed-circuit tv technique and incor-
porated them into its own "open circuit"
telecasts for advertisers — apparently with
pleasing results.
The method is mainly a merchandising-
and-meeting method for clients. If an ad-
vertiser buys a series of sports or a film
package on WOI-TV, he gets an "open
circuit" thrown into the deal, and is able
to contact dealers directly. If the ad-
vertiser does not normally use WOI-TV,
he can purchase time and studio facilities
for such a meeting at one-time card
rates.
Edward Weiss, production manager of
WOI-TV, commercial outlet owned and
operated by Iowa State College, claims
advertiser and agency response to its
"open circuit" has been excellent thus
far, with an average of one per month
for various clients. Such meetings have
been conducted already for Sunkist
lemonade, John Morrell Packing Co.,
Maytag Co., Des Moines Packing Co. and
other organizations.
The station offers the "open circuit"
anytime before sign-on time at 11 a.m.,
including Sundays, lasting about a half-
hour. When an advertiser schedules the
circuit, WOI-TV sends invitations out to
retailers and merchants to watch the pro-
gram:— those who carry the product or
will stock it. Client personnel, including
presidents, salesmen and agency repre-
sentatives, appear on the air to stress
product sales points and methods and spe-
cial gimmicks and prizes for listeners.
The president or sales executive also may
delve into company history. Slides and
films are utilized.
One of the objectives is to encourage
merchants to stock up on particular prod-
ucts and to award them prizes on the basis
of viewer response to the program and
getting the secret word given during the
program.
The advantage, according to Mr. Weiss,
is that a merchant can watch comfortably
in his home and not have to travel any
great distance to meetings. It also gives
the advertiser an opportunity to cover
more territory with one such program
without the need of scheduling several
meetings.
Broadcasting
that Bainbridge and its mayor violated the
fundamental principle of freedom of the
press and radio. He maintained the broad-
cast crew had acted in the capacity of sports
reporters in relaying the information over
telephone wires to Quincy.
He also said WCNH had broadcast the
Quincy-Bainbridge games for ten years with-
out trouble.
MR. JOHNSTON MR. GRISHAM
Johnston Resigns ABS Posts;
Grisham to General Manager
Henry P. Johnston announced, last week,
his resignation as president and general man-
ager of the Alabama Broadcasting System,
licensee of WAPI, WAFM (FM) and WABT
(TV) Birmingham, Ala. Mr. Johnston, who
had been active in the city's radio-tv man-
agement for 22 years, announced that
Charles F. Grisham, vice president and com-
mercial manager of WABT has been named
general manager of all three stations, effec-
tive immediately.
In announcing his resignation, Mr. John-
ston noted that he will now have more time
for personal and private business interests.
Mr. Grisham joined WABT three years ago
from WLWA (TV) Atlanta, where he was
general sales manager. Mr. Grisham entered
broadcasting in 1939 at WLW Cincinnati.
He has worked as radio director for Ralston
Purina Co. and as southern manager for
Edward Petry Co., station representative.
Two years ago, S. I. Newhouse (New-
house newspapers and radio-tv properties)
bought the Birmingham News and its affili-
ated broadcast stations in an $18.7 million
transaction. The deal also included the
Huntsville (Ala.) Times and WHBS-AM-
FM Huntsville.
WVEC-TV Studios Used in Ceremony
WVEC-AM-TV Hampton-Norfolk, Va.,
took emergency steps last week to salvage
the historic dedicatory ceremonies of the
opening of the $60 million bridge-tunnel
connecting Norfolk and the Tidewater
peninsula. The event originally was sched-
uled to be telecast by both WVEC-TV and
WTAR-TV, also Norfolk, but a driving rain
made remote broadcasting impossible. Duff
"YOUNG HOJLJLYWOOIV
with Dick Strout — SELLS!
TOP STARS!
For amazing, low rates, tape, write
or phone —
Millard Garrison Features Syndicate
5525 Wilshire Blvd., Los Angeles 36, Calif.
CRestview 5-8505
Kliewer, WVEC-TV's operations director,
saved the day by offering the station's facili-
ties to the dedicatory party. Ceremonies then
were originated from the station's Hampton
studios and were fed to WTAR-TV and
seven radio stations throughout the area. In
addition, Mr. Kliewer played host to the 500
visiting dignitaries by hooking up 20 tv re-
ceivers on the roof garden of a Hampton
hotel so guests could watch the ceremonies.
WGN-TV Signs With White Sox;
Pact With Cubs Expected Soon
A three-year pact for continued cover-
age by WGN-TV Chicago of all local White
Sox daytime home baseball games was
jointly announced Tuesday by station and
club managements.
The announcement by Ward L. Quaal,
vice president and general manager of WGN
Inc. (WGN-AM-TV), and Charles Comis-
key, vice president of the American League
ball club, was deemed significant beyond
the fact it assures WGN-TV renewed ex-
clusive tv rights initially granted in 1948.
The reason, as given by authorities, is
that any long-term tv contract at this time
is considered unusual (despite provision for
cancellations) in view of pay tv develop-
ments and possible further club franchise
changes, such as those involving the Brook-
lyn Dodgers and New York Giants.
WGN-TV is expected to announce short-
ly a two-year pact with owner Philip K.
Wrigley for Cubs' rights.
WGN radio is set to air all Cubs home
and road games starting next year through
1963 [Stations, Oct. 28].
'Feuding' WENS Disc Jockeys
Fined After Park Escapade
A custard cream pie lobbed by one WINS
New York disc jockey at another in New
York's Central Park resulted in fines of $3
apiece for the two last week. The two, Irv
Smith and Stan Z. Burns, pleaded guilty to
using park property for commercial pur-
poses.
The "feud" was fostered by station pro-
gramming and promotion executives who
spied a golden opportunity for exploitation
in the on-and-off-air sarcastic banter be-
tween two d.j.'s. The two performers felt
both their shows could be boosted by a
"Jack Benny-Fred Allen type of running
feud."
WBKW (FM) on Air With Music
WBKW (FM) Beckley, W. Va., has gone
on the air on 99.5 mc, providing unin-
terrupted high fidelity music from 4 p.m.
to midnight, the station says. The new
34-kw facility is owned by Joe L. Smith
Jr., owner of WJLS Beckley and WKNA-
AM-FM-TV Charleston, W. Va. Binaural
broadcasting with WJLS on a varying sched-
ule is planned, according to Mr. Smith.
KCBQ Granted Power Increase
KCBQ San Diego, Calif., has received an
FCC grant to boost power from 5 to 50 kw,
with construction work to begin immedi-
ately, according to Lee Bartell, president of
the station.
ONE SWEEP
GETS MIDDLE GEORGIA!
One WMAZ sweep that is!
WMAZ in this case includes
both WMAZ Radio and WMAZ
Television! The combined cir-
culation of WMAZ Radio plus
WMAZ-TV is greater than the
entire circulation of the two
local newspapers and the other
three local radio stations.
BUY BOTH .... WMAZ
RADIO and WMAZ-TV and
sweep the Middle Georgia mar-
ket with your advertising. Clean
up the sales you require.
MACON, GA.
National Rep.
AVERY-KNODEL, INC.
Broadcasting
November 11, 1957 • Page 87
STATIONS CONTINUED
AN 18-day European "Dream Holiday" for two was launched Oct. 27 by KONO
San Antonio, Tex., in conjunction with a local department store, Wolff & Marx. In
addition to free transportation and accommodations, winners will receive $250 ex-
pense money (a sales slip from the store will double it). Over 1,400 announcements
are scheduled to run in the 45-day promotion and entries are expected to approach
the 200,000 mark. Discussing the contest are (1 to r) Marcus Cohen, executive vice
president of Wolff & Marx; Bob Johnson, vice president of Brooks Adv.; John
Kimberly, W&M advertising manager; Jack Roth, KONO's manager, and (seated)
Norman Netter, W&M president.
WKAR-TV Carries Home Game
Taking advantage of a new provision
written into television rules by the National
Collegiate Athletic Assn. last spring, WKAR-
TV East Lansing, Mich., televised the Satur-
day game between Notre Dame and Michi-
gan State U. in Michigan's Spartan Stadium.
The rule that allowed Michigan U.'s non-
commercial station to carry the game says,
"Any game which is a sellout may be tele-
cast by the home college's institutionally-
owned educational television station pro-
vided it operates entirely on a noncommer-
cial basis." WNDU-TV South Bend, Ind.,
also telecast the game.
TRANQUILIZE
your clients with amazing results by buying proven =1
TV station (KJEO-TV) in fabulously rich Fresno and San
Joaquin Valley market. Consult your Branham man now
for further fascinating details. We GUARANTEE you'll
save your energies . . . get more for your monies ... on
KJEO-TV Fresno. ACT TODAY!
Page 88 • November 11, 1957
INTERNATIONAL
Six New Ams, Two Tvs
Requested From CBC
There is a light agenda for the Dec. 6
meeting of the board of governors of the
CBC at Ottawa, with only six new radio
and two new tv station applications. A
number of stations are asking for power
increases and frequency changes as well as
the right to make share transfers.
New tv stations are being asked by
CHAB Moose Jaw, Sask., and CJBR-TV
Rimouski, Que. CHAB is requesting a tv
license on ch. 4 with 54 kw video and 27
kw audio power and antenna 830 feet above
average terrain. CJBR-TV is asking a license
for a satellite station on ch. 70 with power
of 45.1 w video and 27.55 w audio and
directional antenna 123.4 feet above average
terrain. The satellite will be at Estcourt, Que.
This is the second uhf satellite application in
Canada.
New radio stations are being asked for
Drumheller, Alta., 1 kw on 910 kc by
Dinosaur Broadcasting (1957) Ltd.; for
Burnaby, B.C., 5 kw on 730 kc by Burnaby
Broadcasting Co. Ltd.; for Kitimat, B.C.
(new aluminum smelting center 400 miles
north of Vancouver), 1 kw on 1140 kc
by Malcolm M. Keeble; for Saanich, B.C.,
1 kw daytime on 810 kc by Ellison Queale;
for Kitchener, Ont., 1 kw on 1320 kc by
Alan G. Hodge; and at Schefferville, Que.
(site of iron ore mining community 300
miles north of the St. Lawrence River),
250 w on 1230 kc by Hollinger Ungava
Transport Ltd.
Power increases are being requested at this
meeting of the CBC board of governors by
CHUM Toronto, Ont., from 2.5 kw to 5
kw day and 2.5 kw night on 1050 kc; by
CKLN Nelson, B.C., from 250 w on 1240
kc to 1 kw on 1390 kc; by CKNW New
Westminster, B.C., from 5 kw to 10 kw and
change of frequency from 1320 kc to 730
kc; by CKLG North Vancouver, B.C., from
1 kw on 1070 kc to 10 kw on 730 kc; by
CJAV Port Alberni, B.C., from 250 w on
1240 kc to 1 kw day and 500 w night on
730 kc; by CJOY Guelph, Ont., from 250 w
on 1450 kc to 5 kw on 1430 kc; and by
CKRB Ville St. Georges, Que., from 250
w on 1400 kc to 5 kw day and 1 kw night on
1250 kc.
CFOS Owen Sound, Ont., is asking for a
change in frequency from 1470 to 560 kc
with power of 1 kw.
Eight radio and a television station are
requesting the right to make share transfers,
while CFJC Kamloops, B.C., is requesting
right to transfer ownership from Kamloops
Sentinel Ltd. to Inland Broadcasters Ltd.
New Caribbean Link Opened
International Telephone & Telegraph
Corp., New York, has opened a new over-
the-horizon microwave link between Puerto
Rico and the Dominican Republic. The
238-mile link is the world's third such
system, according to IT&T, which also in-
stalled O/H links between the Mediter-
ranean islands of Sardinia and Minorca
and between the U. S. and Cuba. The
Puerto Rico-Dominican Republic link pro-
Broadcasting
SUNSPOTS, YOU KNOW
Press Wireless Inc. picked up a BBC
telecast of a magician last week at
its Long Island receiving station. But
sunspots, not legerdemain, got credit
for the transatlantic picture. The New
York news transmitting firm said it
also picked up pictures of a BBC
discussion show and a woman dancer
between 12:45 and 2:15 p.m., Nov. 1.
No audio signal was received. Long
distance freak reception has been re-
ported before by RCA during sunspot
periods.
LAND GIVEAWAY
A plan to give away 4,000 acres
of vacation land in the province of
Manitoba as tax-free prizes on Cana-
dian and U. S. radio and television
quiz programs has been presented to
the Canadian Tourist Assn. and the
government of Manitoba by Jack
Blick, owner of CJOB Winnipeg. Man.
The plan would give Canada 52 mil-
lion worth of advertising, Mr. Blick
told CTA at its Winnipeg meeting last
week.
vides six two-day telephone channels be-
tween San Juan and Ciudad Trujillo. O/H
makes use of tropospheric scatter signals
with high-power transmitters and high-gain
antennas [Manufacturing, Aug. 19].
linger Announces NTA Expansion,
Formation of London Subsidiary
Establishment by National Telefilm
Assoc., New York, of a wholly-owned sub-
sidiary. National Telefilm Assoc. (U. K.)
Ltd., London, was announced last week by
Oliver A. Unger, NTA president, as the
first move in the company's expansion into
international markets.
Vernon Burns, who has had a long back-
ground in films and television in Britain,
and who recently headed his own company,
Television Programmes Ltd. (distributors),
has been named by NTA to head the new
operation. The new division will serve prim-
arily as distributor of NTA film program-
ming to stations throughout Europe. It also
will supervise release of theatrical pictures
owned by NTA and arrange co-production
transactions with European producers.
Antenna Defects Delay Debut
Of Wales Tv Outlet Till 1958
The new commercial tv station to serve
south Wales and western portions of Britain
will not go on the air Dec. 17 as previously
scheduled. Instead, according to the Inde-
pendent Television Authority, commence-
ment will be sometime in January or Feb-
ruary 1958.
An ITA spokesman said delay was due
to technical defects in the antenna system
which would cause inferior reception in
some areas. Studios and other phases of
construction are just about completed for
the Welsh station located at St. Hilary.
CHLP Montreal Shuts Down
CHLP Montreal, Que., ends its broad-
casting Friday after almost 25 years on the
air. The station, owned by the French-
speaking daily La Patrie, will stop broad-
casting at the same time the century-old
newspaper ceases publication as a daily.
Both for the past 20 years have been
owned by Montreal La Presse, evening
daily which also owns CKAC Montreal.
A continuing drop in circulation of the
daily and heavy competition in the French-
language radio field in the Montreal area,
contributed to the decision.
Russia Halts Export
Of Tv, Movie Films
The Soviet Foreign Ministry has an-
nounced that customs inspectors will no
longer permit shipments of television or
movie film out of Russia. Past shipments of
such film were termed "mistakes."
Meanwhile, in Washington, the U. S.
again proposed exchanging uncensored ra-
dio-tv broadcasts with the Soviet Union
[Government, June 17]. In talks going on
between Soviet Ambassador Georgi Zarou-
bin and Ambassador William Lacy. Special
Assistant to Secretary of State Dulles, all
types of cultural exchanges between the two
nations were up for discussion.
While the U. S. would like the Soviets to
accept a free exchange of radio-tv programs,
the proposal itself was put forward partially
for propaganda purposes, according to Car-
roll Kilpatrick of The Washington Post &
Times Herald. From the practical stand-
point, it has been felt that emphasizing
radio-tv exchanges at this stage of East-West
negotiations is starting with perhaps the most
difficult cultural-swap problem first.
CBS was given the opportunity of a per-
sonal protest to the top level of Soviet lead-
ership concerning the ban on the shipment
of film from Russia, by its own correspond-
ent on the scene, Dan Schorr, at the Turkish
Embassy reception Oct. 29. Communist
Party Boss Nikita Khrushchev singled out
the CBS newsman as "my friend Schorr."
While talking with reporters about "truthful
presentation of news," Mr. Khrushchev
faced Mr. Schorr and said: "They (CBS)
gave the truthful presentation of an inter-
view with me. They did it in a correct,
straightforward manner."
Mr. Schorr quickly replied: "Mr. Khrush-
chev, if we had filmed that interview today
I could not ship it to America." The cor-
respondent then reported, in his cable to
the home office: "He (Khrushchev) appeared
not to hear and raised his champagne glass
to me toasting 'to truth'. Clinking glasses
with him I replied 'to truth', adding, 'and
to being able to ship truth after it's been
filmed'. Khrushchev responded: 'I am for
that,' though apparently not understanding
what the issue was."
On WBNS Radio, you don't have
to cut the ice to di\e into the rich
Central Ohio market. The audi-
ence is thawed by the top Pulse
ratings in 315 out of 360 quarter
hours, Monday through Friday, 6
a.m. to midnight. WBNS Radio is
talking to 1,707.400 folks swim-
ming around in S3.034,624,000.00
of spendable income.
Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
Broadcasting
November 11, 1957 • Page 89
Look, Ma!!!
No Ratings!!!
— Sets in use is all you need to
know for the California-Oregon
Trio — exclusive vhf coverage
for nearly 100,000 tv families
who can't be reached either by
San Francisco or Portland.
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
SETS IN USE
SUMMERTIME
KIEM-TV3 KBES-TV5 KOTI-TV2
Eureka
Medford
Klamath
Falls
California
Oregon
Oregon
SIGN-ON
to 6:00 PM
Mon-Fri
25.2%
23.8%
24.9%
Saturday
177
18.0
20.8
Sunday
16.7
23.3
23.1
6:00 PM to
SIGN-OFF
Monday
55.6
58.9
52.1
Tuesday
50.9
59.5
47.1
Wednesday
56.5
49.0
50.0
Thursday
55.7
52.3
54.7
Friday
57.6
48.9
47.9
Sunday
47.0
43.9
41.7
Saturday
53.3
43.8
39.4
Interviewing was done in each area under
personal direction of Kenneth H. Baker,
July 6 through August 6, 1957.
Three Markets — One Billing
KIEM©:sKBES@-KOTI©<
TV 3-Calif.
Eureka
TV 5— Oregon
Medford
TV 2— Oregon
Klamath Falls
MARKET FACTS
Population 356,330
Families 115,760
Tv Families 92,720
Retail Sales $485,803,000
Consumer Spendable
Income $610,357,000
for CALIF.-ORE. TV TRIO
THE SMULLIN TV STATIONS
call Don Telford, Mgr.
Phone Eureka, Hillside 3-3123 TWX EK16
nr „l BLAiRTe&i/iaien- national
or a5* associates^, representatives
New York. Chicago. San Francisco, Seattle. Los Angeles.
Dallas. Detroit. Jacksonville. St. Louit. Boston.
ADVERTISERS & AGENCIES
Leslie Munro, vice president, Kenyon &
Eckhardt, to Ogilvy, Benson & Mather,
N. Y., as vice president and copy supervisor.
Samuel Kay, controller, appointed financial
assistant to chairman of board, Grey Adv.,
N. Y., succeeded by Elmer Feistel.
Everett (Bud) Gammon, formerly program
supervisor of NBC-TV's Alcoa Hour, to
Fuller & Smith & Ross, N. Y., as tv account
executive.
Tom Newton, formerly copy chief, Orville
McDonald Assoc., Dallas, to Grant Adv.,
same city, as southwest public relations di-
rector-account executive.
Jeannette C. Duringer, radio and tv time-
buyer, United States Adv. Corp., Chicago,
named head media buyer.
Ray P. Calt named copy chief at Geer,
DuBois & Co., N. Y.
Kenneth B. Miller, sales manager, Westing-
house appliance-sales, Portland, Ore., to
Waste King Corp., L. A., as assistant adver-
tising manager.
J. D. Moore, formerly
eastern sales manager, 20
Mule Team Products divi-
sion, U. S. Borax & Chemi-
cal Corp., N. Y., named
division sales manager.
Marc Sessions, formerly
western sales manager, ap-
pointed product development director for
division, headquartering in L. A.
Frank Sharpe has been appointed adminis-
trative supervisor of Reach, McClinton's
New York office in addition to duties as
traffic control manager.
■< James K. Graham, for-
merly in radio-tv depart-
ment, Lennen & Newell,
N. Y., to producer of all
International Latex Corp.
commercials at Reach,
McClinton & Co., N. Y.
Carl Steinbrenner, art director, Boyle-Mid-
way, to Esmond Assoc., N. Y., as creative
director.
Virginia Burke appointed assistant media
director, Paris & Peart Inc., N. Y.
Richard H. Needham, account executive,
Needham, Louis & Brorby Inc., Chicago,
named personnel director.
Ray G. Rasner, assistant director of indus-
trial relations, R. L. Polk Co., to Grey Adv.,
N. Y., as director of personnel.
Rolf Jensen, formerly art director, Warwick
& Legler Inc., N. Y., to Southern Adv. Inc.,
Miami, Fla., in similar capacity.
Don Belding, consultant to Foote, Cone &
Belding, named national chairman of Na-
tional Society for Crippled Children &
Adults Inc., Chicago.
Dave Russell, Emil Mogul Co. copywriter,
father of girl, Mara Alene, Nov. 3, in Horace
Harding Hospital, Queens, N. Y. Mogul pub-
lic relations staff member Art Poretz father
of boy, Jonathan Mark, Nov. 2 in Long
Island Jewish Hospital, N. Y.
FILM ••
Arthur R. Lerner, comptroller, Guild Films,
N. Y., promoted to assistant treasurer. Gil-
bert Hoffman, comptroller, CBS-TV manu-
facturing division, succeeds him. Curtin
Kaufman, who recently returned to Guild
Films from WMBV-TV Marinette Wis., has
been named client relations director, while
Norm Alperin has been appointed sales
executive of commercial division.
William Sterling, executive assistant to
president of Hal Roach Studios, appointed
to head program development department.
O. R. (Jim) Bellamy, formerly account ex-
ecutive and spot sales manager, Ziv Tv and
TPA, to K & S Films Inc., Cincinnati, as
executive producer.
John G. Lapp, formerly of Analyses Inc.,
Dearborn, Mich., has joined Regan Film
Production Inc., Detroit, as editorial head
for Edsel division.
Don McCormick, formerly producer-vice
president, UPA Pictures Inc., N. Y., to
Roger Wade Productions, same city, to form
animation studio.
Herb Richek, director of services, AAP Inc.,
N. Y., father of boy, Robin Lynn, Nov. 1.
NETWORKS ••
Hugh Graham, formerly director of unit
management department, NBC, named
manager of unit management and control
services, CBS-TV production operations
department, N. Y.
William E. Anderson, manager of business
and trade publicity for NBC since 1955, has
been appointed coordinator, program serv-
ices. Mr. Anderson is succeeded in press
department by Joe Ryan, former NBC staff
writer.
AI Lewis, director and co-writer of CBS-TV's
Our Miss Brooks, named producer of Eve
Arden Show.
THE JVIETK.OFOLITAN" VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SBS "Radio-Active" MBS
Page 90 • November 11, 1957
Broadcasting
Ralph Mitchell, previously in sales and mer-
chandising posts with NBC and California
National Productions, to sales staff of Screen
Gems (Canada) Ltd.
Leonard H. Goldenson, president, American
Broadcasting-Paramount Theatres Inc.,
N. Y., re-elected board chairman. United
Cerebral Palsy Assns. Inc.
William Brendle, ABC press dept., N. Y.,
father of a boy, Brian Burke Brendle.
STATIONS •
Richard Rudolph, general sales manager,
WITH Baltimore, to WTOW Towson, Md.,
as sales manager.
John B. Garfield, sales
staff, WJW-TV Cleveland,
Ohio, named local sales
manager. Prior to joining
WJW-TV in 1955, Mr.
Garfield was sales manager
at WGAR Cleveland.
David Polinger has resigned as general
manager of WAPA-TV San Juan, P. R., and
is being succeeded by Carlos Rivera, sales
manager.
■< A. E. (Bill) Mickel,
sales manager, KOB Albu-
querque, N. M., named
station manager. Mr.
Mickel joined Albuquer-
q u e Broadcasting Co.
;(KOB-AM-TV) in 1952
as promotion manager.
Edward Scherer, director, WTTG (TV)
Washington, named production supervisor
and Coral Long, assistant to station mana-
ger, promoted to national account corre-
spondence-sales service coordinator.
John R. Porterfield, formerly with ABC-TV
and previously general manager of WNET
(TV) Providence, R. I., appointed station
manager of WJMR-AM-TV New Orleans
and elected vice president of Supreme Broad-
casting Co., owner of stations.
M Jan Dellinger, regional
sales manager, KCKT
(TV) Great Bend, Kan.,
to KGFW Kearney, Neb.,
as general manager.
Bradley R. Eidmann, national tv sales super-
visor, appointed sales manager of WGN-TV
Chicago, succeeding Theodore Weber, re-
signed.
WDXI-TV A I
JACKSON, TENNESSEE |
Channel 7 =
Covering |
half million §
people in i
the mid- |
South |
= Rtprettntxi by V»nard, Rintoul A McConnell, Inc. =
'MAYBE I'M DEAD'
Maybe I'm Dead, a war novel by
Joe Klaas, sales manager of KCBS
San Bernardino. Calif., has been
bought for filming by Cimarron Pro-
ductions, Hollywood. The story, based
on Mr. Klaas' own experience, is about
a death march of 10,000 American
prisoners of war across Germany in
40-degrees-below-zero weather. KCBS'
sales manager, a fighter pilot with the
RAF Eagle Squadron and the USAAF,
was a prisoner for 25 months after
being shot down in 1943. His novel
was published in 1955 and sold more
than 100,000 copies.
E. William George, formerly manager,
KOME Tulsa, Okla., to KGER Los Angeles
as general manager.
James A. McLoughlin, local sales manager,
KOMO Seattle, Wash., promoted to com-
mercial manager, succeeding King Mitchell
who resigns to join KFKF Bellevue, Wash.
Jack Vaughn, formerly program director,
WYZE Atlanta, Ga., to WNAX Yankton,
S. D., as production director. He succeeds
Roland E. Peterson, who becomes promo-
tion manager.
Robert M. Light, promotion director, KHJ-
AM-TV Los Angeles and Don Lee Broad-
casting System has resigned. Duties have
been divided between his two assistants,
Russ Smith for radio, Bob Nelson for tv,
Arrangements will last until conclusion of
current negotiations for acquisition of West
Coast regional network by MBS.
Harold J. Golstein, formerly promotion di-
rector, WWSW Pittsburgh, to KQV, same
city, in similar capacity, succeeding Owen
Simon who joins KDKA Pittsburgh as pub-
licity director.
John Wrisley, WIS Columbia, S. C, named
program director.
W. P. (Win) Baker,
program director, KLFY-
TV Lafayette, La., to
WMBD-TV Peoria, 111., in
similar capacity. WMBD-
TV is scheduled to com-
mence operations in early
January.
Gene Strul, news assignment director,
WCKT (TV) Miami, Fla., named news di-
rector. Robert F. Justice, account executive
and advertising manager, joins WCKT as
account executive.
Stan Meyer, graduate of Iowa State College,
joins KFBB-AM-TV Great Falls, Mont., as
farm director.
M Bob Wormington, staff
director, WDAF-TV Kan-
sas City, Mo., promoted
to production manager.
Mr. Wormington joined
the station in 1949.
Robert L. Stone, vice president and general
manager, WABC-TV New York, father of
fourth child, Mary Patricia, in New York
Hospital, Nov. 4.
WDBJ
for 33 years
OUTSTANDING
in
ROANOKE
and Western Virginia
RADIO
by any measurement!
According to N. C. S. No. 2,
WDBJ has more than TWO
TIMES the DAILY N. C. S.
Circulation of Station "B";
more than THREE TIMES the
circulations of Stations "C"
and "D".
In the latest Roanoke Metro-
politan Area Pulse Report.
WDBJ has a 47% share of
total morning audience, 43%
share of total afternoon
audience, and 38% share of
total evening audience.
Tune-in same periods is high:
21.6, 23.8, 18.8. All figures
are Monday through Friday
averages.
Ask your Peters, Griffin,
Woodward "Colonel".
WDBJ
AM • 960 Kc. • 5000 watts
FM • 94.9 Me. • 14,600 watts
ROANOKE, VIRGINIA
Broadcasting
November 11, 1957 • Page 91
PEOPLE CONTINUED
TELEVISION got a bow from educators when the Los Angeles Div. of Columbia
College passed out five honorary degrees of Master of Communications Arts & Sci-
ences this semester. At the scroll ceremony (1 to r) : Ernest M. Baumeister, dean of
the Columbia College L. A. Div.; Clark George, general manager of KNXT (TV)
Los Angeles; Thomas C. McCray, NBC vice president and general manager of KRCA
Los Angeles; Alberta Hackett, production manager of KNXT; Norman Alexandroff,
president of Columbia College; Selig J. Seligman, general manager, KABC-TV Los
Angeles; Gregor Piatigorsky, cellist, who received an honorary Doctor of Letters
and Humanities degree, as did Franz Waxman, founder-director of the Los Angeles
Music Festival; Guillermo Gonzalez Camarena, president of Channel 5 Tv Network
in Mexico and inventor of a sequential color tv system which earned him a Doctor
of Sciences degree; and Richard A. Moore, president of KTTV (TV) Los Angeles,
fifth of the honorary communications masters.
Jack Crowner, after two years with Air
Force, joins WAVE-AM-TV Louisville, Ky.,
as farm editor and assistant farm director.
Arnold Weiner, director of publicity and
promotion, WLIB New York, named di-
rector of merchandising.
Richard P. Robbins, formerly associated
with Queen For A Day, appointed director
of press information of KTLA (TV) Los
Angeles and Robert G. Reagan, promoted
to director of public relations. James J. Rue,
continues as director of promotion and ad-
vertising but drops his previous supervision
of publicity.
to the wise
are sufficient
"Our announcing staff
maintain that they
could not possibly do
without the Tele-
PrompTer. We know
that it enables them to
do a much better job of
commercial delivery".
Mr. John W. Boler
President and General Mgr.
KCJB-TV, KXJB-TV, KBMB-TV
Minol Volley City Bismarck
North Dakota
TE L£PRS«I?T£R
CGSfWTlGX'S
XEK
The TelePrompTer is
worth its weight in
golden renewals.
— ~— — — 11 CORPORATION — —
Jim Blair, Equip. Sales Mgr.
311 West 43rd Street, New York 36, N. Y., JUdson 2-3800
II you'd like to see rear screen projection at its finest,
ask for a demonstration ol the new TelePro 6000
Warren Fritze appointed engineering director
of WTCN-AM-TV Minneapolis-St. Paul.
Kenneth E. Chernin, ►
promotion supervisor, ra-
dio-tv division, Triangle
Publications Inc. (WFIL-
AM-FM-TV Philadelphia,
WFBG-AM-TV Altoona,
WLBR-TV Lebanon and
50% of WHGB Harris-
burg, all Pennsylvania; WNBF-AM-FM-
TV Binghamton, N. Y., and WNHC-AM-
FM-TV New Haven, Conn.), named promo-
tion director, succeeding Joe Zimmermann
who is now general manager of WLBR-TV.
Donn E. Winther, promotion manager,
WNBF-AM-FM-TV named assistant promo-
tion director for Triangle Stations.
Bruce H. Ratts. technical supervisor, WBZ-
TV Boston, named studio supervisor.
Len East, formerly account executive and
announcer, WDSU-TV New Orleans, to
KRHM (FM) Hollywood as account execu-
tive.
Mary Dunlavey, formerly radio-tv media
consultant, Aitkin-Kynett Co., Philadelphia,
to WIBG, same city, as sales representative.
Robert C. Richards, formerly with WMAL
Washington, to WOL Washington as sales
representative.
Robert Gilbert, production manager, WCKT
(TV) Miami, to WSUN-TV St. Petersburg,
both Florida, sales department. Curly Brad-
ley, singer-m.c, and Rita Brandt join WSUN
as host of own show and traffic supervisor,
respectively.
James C. Kelly, formerly salesman for WOR
and WINS, both New York, has joined
WRCA New York in similar capacity.
Bob Stone, announcer, KFOX Long Beach.
Calif., to KBET-TV Sacramento in similar
capacity.
Hal Swaney to WGAN-TV Portland, Me.,
announcing staff.
Jack Carr Jr., journalist petty officer, U. S.
Navy Public Information Div., to KTIV
(TV) Sioux City, Iowa, announcing staff.
Bob McBride, m.c, WTOP-TV Washing-
ton, to CKLW-TV Detroit, Mich., as host of
Command Performance.
Charles A. Sengstock, formerly news report-
er-announcer, WSOY Decatur, 111., to WGN-
AM-TV Chicago news staff.
Hy Lit to WRCV Philadelphia as disc
jockey.
Ozzie Osborne, host of Early Birds, WFBM
Indianapolis, named WFBM-AM-TV farm
reporter.
Barbara Harris joins WTTG (TV) Washing-
ton as weather reporter.
Lou Dean, program director, WEAM Arling-
ton, to WRVA Richmond, both Virginia.
Foster Brooks, formerly with WAVE Louis-
ville, to WHAM Rochester, N. Y.
Page 92 • November 11, 1957
Broadcasting
Robert M. Wagoner, 53, newsman-assistant
news director, KHJ Los Angeles, died Oct.
27 following heart attack.
George C. Biggar, president and manager of
WLBK DeKalb, 111., appointed to executive
committee of Chief Shabbona Council, Boy
Scouts of America.
Cliff Gill, vice president, KBIG Avalon,
Calif., elected to board of directors of
Hollywood Ad Club to fill vacancy left by
resignation of Lawrence Nolte.
Henry Untermeyer, general manager, KCBS
San Francisco, elected to S. F. Chapter of
American National Red Cross board of
directors.
Van Beuren W. DeVries, station manager,
WGR-TV Buffalo, N. Y., elected to Buffalo
Better Business Bureau of Western New
York board of directors.
Rodger Woodruff, assistant chief engineer,
KRON-TV San Francisco, elected 1958
secretary-treasurer, for S.F. section, Society
of Motion Picture and Television Engi-
neers.
Bill Kenneally, newsman at KNXV Los An-
geles, elected member of board of direc-
tors of Greater Los Angeles Press Club.
REPRESENTATIVES v"v
Gerard J. Kelly Jr., Devney Inc., N. Y.,
to Chicago office, as midwest manager.
John L. McGuire, joins Clarke Brown Co.
as Denver manager.
Co. (national contest and merchandise con-
sultant organization), Garden City, N. Y.
MANUFACTURING •
Theodore A. Smith, executive vice pres-
ident for industrial electronics, RCA, elected
to RCA Communications Inc. board of di-
rectors.
Robert F. Bender, executive vice president
for finance and director of International
Telephone & Telegraph Corp., named di-
rector of American Cable and Radio Corp.,
associate of IT&T.
Lee Gunter Jr. appointed chief develop-
ment engineer and Robert Troxel chief prod-
ucts engineer at Shure Bros, (microphones,
electronic components), Evanston, 111. Mr.
Gunter has been serving as manager of
phonograph development and Mr. Troxel
as manager of test department and product
engineering.
C. M. Mooney, director of product planning
for military products division, International
Business Machines, New York, to director
of government relations in U. S., Interna-,
tional Telephone & Telegraph Corp.
Donald W. Collins, formerly director of
marketing for Charles L. Rumrill & Co.,
Rochester, N. Y., to Sylvania Electric Prod-
ucts as hi-fi sales representative.
Christian J. Goodman Jr., New Jersey and
eastern Pennsylvania district sales manager,
General Electric Co., named semiconductor
products department sales manager. Arling
Woolaver, tube department district sales
manager, succeeds him.
C. R. Bower, former Kansas City district
sales manager for radio-tv division, Syl-
vania Electric products, rejoins Sylvania
in same capacity, replacing Richard G.
Evans, who is being transferred to Dallas.
Norval H. Green, formerly manager, semi-
conductor production, RCA, to manager,
general quality control, RCA semiconductor
division.
Robert A. Jewett, sales representative for
chemical and metallurgical division, Syl-
vania Electric Products, named product
sales manager of chemicals, phosphors and
semiconductors.
EDUCATION : " v " ^
Clinton H. Fowler, manager, KGER Long
Beach, Calif., to John Brown Schools Foun-
dation of California as vice president.
Robert M. Petranoff, program manager,
WTTV (TV) Bloomington, Ind., to Indiana
U., radio-tv services, as producer-writer.
He also will lecture in radio-tv department.
Barton L. Griffith, distribution director, Na-
tional Educational Tv & Radio Center, Ann
Arbor, Mich., to U. of Missouri speech and
dramatic arts department. Donald L. Sand-
berg, production director, Indianapolis Pub-
lic Schools, succeeds him.
INTERNATIONAL "••.,•■•>...
John Dunn, television network co-ordina-
tion officer, Canadian Broadcasting Corp.,
Toronto national program headquarters, to
CBC representative at United Nations, suc-
ceeding Vincent Tovell who has been moved
to Toronto to CBC's public affairs depart-
ment after four years at UN. Mr. Dunn
joined CBC as tv producer in 1952 at
CBLT Toronto.
Kyoshi Nagata, 54, president, Japan Broad-
casting Corp., Tokyo, died following heart
attack Nov. 3.
PROFESSIONAL SERVICES •••
Del Porter, creative director of Song Ads
Inc., Hollywood, has resigned as officer of
firm. He has not announced future plans.
M Michael Ames, senior
account supervisor, D.M.S.
Hegarty Assoc. (financial
and stockholder relations),
to Ursula Halloran Assoc.
(public relations), N. Y.,
as executive vice pres-
ident.
Melvin N. Poretz, formerly sales promotion
manager, Ideal Toy Corp., to head of radio-
tv client relations department, S. Jay Reiner
PAUL HEINECKE, PRESIDENT
LICENSING THE PERFORMANCE,
MECHANICAL OR SYNCHRONIZATION RIGHTS IN
"THE BEST MUSIC IN AMERICA"
TO THE ENTIRE ENTERTAINMENT INDUSTRY,
RADIO', TELEVISION, MOTION PICTURE, TRANSCRIPTION
AND PHONOGRAPH RECORD COMPANIES, THEATRES,
CONCERT HALLS, HOTELS, ETC., WITH
A REPERTORY OF DISTINCTION
PRODUCERS OF THE FAMOUS
SESAC TRANSCRIBED LIBRARY
THE COLISEUM TOWER
10 COLUMBUS CIRCLE
NEW YORK 19, N. Y.
Broadcasting
November 11, 1957 • Page 93
SPECIAL REPORT ON EDUCATIONAL TV
ETV: 5 YEARS AND $60 MILLION LATER
Educational television (ETV), now in its
fifth academic year, represents a $60 million
investment consisting mainly of 28 non-
commercial broadcast stations and related
teaching facilities.
The FCC's 1952 allocation of 12% of the
tv band to ETV— 250-odd channels —
stirred a running debate that shows no signs
of subsiding.
"One of the greatest achievements in the
history of education," says Ralph Steetle.
executive director of Joint Council on Edu-
cational Television which is spark-plugging
the development of electronic teaching.
A waste of priceless spectrum space, some
commercial broadcasters contend. They feel
that way despite the fact that 28 ETVs are
telecasting 800 hours a week of classroom
instruction and programs available to 60
million people.
"We're trying to help people live in an
era of atom bombs, space satellites and
mechanization," Mr. Steetle said.
But educators have used barely 10% of
their assigned channels, opponents of ETV
point out.
They are met with the educators' reply
that the number of operating ETV stations
has tripled in two years and will increase
to 42 stations by the end of the current
school year. ETV opponents also are re-
minded that all big-city vhf channels as-
signed to ETV are in use, or about to be.
Heart of the problem, educators say, is
the desperate shortage of teachers and
teaching facilities — a shortage that can be
eased by use of modern techniques. In other
words, they feel electronic teaching offers
the only hope of providing adequate instruc-
tion for the huge crop of American young
people as school attendance increases.
The present ETV plant, scattered from
coast to coast, was built with the aid of the
following: (1) $27.4 million of Ford Foun-
dation money; (2) $6 million in equipment
contributed or offered by commercial broad-
casters; (3) volunteer time and talent; (4)
Page 94 • November 11, 1957
services and counsel donated by commercial
broadcasters; (5) the energy and dedicated
zeal of those who operate educational sta-
tions, and (6) funds appropriated by public
agencies.
Behind this six-way phalanx that is
powering what many educators consider
one of the great social forces of all time
can be found legislatures, school boards,
individual schools and the officials and
teachers who provide the push needed to
put over public projects. And joining Ford
Foundation in contributing money have
been numerous other foundations and serv-
ice groups plus uncounted citizens who
have contributed to local fund-raising proj-
ects.
After five years, an inventory of ETV
shows 22 vhf, 6 uhf ETVs on the air.
Add to this total of 28 noncommercial
stations 4 vhf and 1 uhf scheduled to be on
the air by yearend.
Then add 6 vhf and 3 uhf stations
scheduled to start by next summer.
The total — 42 ETVs slated to be on the
air when the school year ends.
After that the prospects look about like
this — 30 states have commissions or groups
investigating ETV and 40 communities are
interested.
A monumental achievement, ETV ad-
vocates feel.
A job 90% incomplete after five years,
its critics suggest.
This education box score doesn't include
three college stations operating commercially
on commercial frequencies — WOI-TV Ames,
la.; KOMO-TV Columbia, Mo., and
WNDU-TV, South Bend (Notre Dame),
Ind. WKAR-TV E. Lansing, Mich., now on
uhf ch. 60, would like to shift to ch. 10, a
commercial facility, operating jointly on a
noncommercial basis with commercial
owners and getting a piece of the profits.
An FCC initial decision favored the idea
in March, but oral argument is expected
before a final ruling is handed down.
When the 1957-58 school year ends, the
42 ETV stations scheduled to be in operation
will be five times the number on the air when
the 1955-56 school year opened.
An attempt to appraise the progress of
ETV in terms of cold digits bumps into
the impossibility of balancing megacycles
and dollars against human values.
The social-minded appraiser recalls that a
class of 1,000 illiterates learned to read and
write by watching the instructive broadcasts
of WKNO (TV) Memphis. He wonders
how anyone could ever begrudge the chan-
nel and dollars that made this feat possible
and then points to the enhanced economic
potential of these better-trained citizens.
A fast scanning of the noncommercial
ETV service now on the air shows 28
operating stations are programming about
800-plus hours a week, an average of more
than 30 hours.
It's too soon to calculate how many
school pupils and at-home viewers are study-
ing history, math, physics and other sub-
jects during the current school year. A look
at what one of the active ETVs is doing
this fall with classroom instruction will help.
WQED (TV) Pittsburgh, operating on vhf
ch. 13, is feeding in-school instruction to
over 300 classrooms in seven western Penn-
sylvania counties (see WQED story, page
97). Participating are 51 public school
districts, 22 parochial schools and two
private schools. This doesn't include instruc-
tion for school credits for at-home viewers
nor the seven to eight hours of evening and
weekend programming.
Since KUHT (TV) Houston took the air
May 25, 1953, as the first noncommercial
ETV outlet, progress of the medium has
been steady. WKAR-TV followed in January
1954 and was joined by six others before
the year ended. Nine ETVs started in 1955
and seven in 1956.
In other areas educators have met political
and financial obstacles that compounded the
problem of starting an ETV on one of the
Broadcasting
less-coveted uhf channels. New York City
has an unused ch. 25 grant. Even with
$600,000 in funds, the city must rely on
commercial stations for broadcast trans-
mission of classroom work from elaborate
new studios opened this fall. At one time
the more earnest ETV zealots dreamed of
a New York State educational network, but
this elaborate project hasn't come out of the
dream stage. Here, again, uhf assignmepts
have been a major element in the delay.
All ETV debates — and they're frequent
as well as heated — cover a set of pros and
cons that range from spectrum to financial
developments.
Answering the charge that hardly a tenth
of the 256 available ETV channels are in
use, Mr. Steetle, of JCET, said only a third,
85, of the channels are vhf, with 21 of these
in use. Five more vhf ETVs will be operat-
ing by 1958 and another 20 communities
have filed for stations. The rest of the vhf
channels are scattered around small places
in the West and Southwest.
Educators have the same uhf coverage
problems that mark the commercial uhf
industry. Mr. Steetle put it this way, "Of
the 1,800 commercial tv channels, 1,300 are
uhf and only 90 of these uhf channels are
in commercial use."
He added, "All of the vhf ETV channels
in the first 20 markets are in use or under
construction."
Since the 1952 FCC tv allocation, 60
commercial uhf stations have gone off the
air and over 100 construction permits have
been dropped, he said, whereas only one
ETV uhf station (Los Angeles) has gone
off the air.
While ETV stations are serving a popula-
tion of over 50 million, there are many
major markets lacking stations because of
uhf trouble. These include New York,
Providence, Baltimore, Washington, Rich-
mond, Norfolk, Buffalo, Cleveland, Indian-
apolis, Louisville, Kansas City, San Diego,
Fort Wayne and, of course, Los Angeles.
"Remember," Mr. White added, "for
every classroom viewer taking a credit
course there will be 1,000 at-home viewers."
His cost-of-delivery comparison includes
power and maintenance in the case of the
vhf and proposed uhf transmission.
Those favoring closed-circuit instruction
emphasize that costly tv transmitters, towers
and transmitter buildings aren't needed.
At Hagerstown — where manufacturers
donated equipment — about $100,000 was
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spent the first year, with 6,000 pupils in two
senior high schools and six elementary
schools receiving classroom instruction in
English, reading, music and other subjects.
This year 23 schools are connected, with
12,000 pupils being taught. Next year all
Hagerstown and Washington County schools
will be in the system.
The test shows that a school system can
plan and effectively carry out an extensive
program of tv instruction, with the support
of industry and foundation backing. With
microwave facilities, programs could be ex-
changed with state teachers colleges at
Towson and Frostburg, Md.
"This could be one of the most signifi-
cant educational developments of the 20th
Century," said John Weiss, assistant vice
president-treasurer of the Fund for Ad-
vancement of Education (Ford). The
Hagerstown project will cost about $1
million for the five-year project.
Four years of video teaching have con-
vinced many broadcasters and educators
that the medium is a highly effective edu-
cational tool.
Dr. W. R. G. Baker, General Electric
Co. vice president (WGY-WRGB [TV]
Schenectady, N. Y.), and president of Elec-
tronic Industries Assn. (formerly RETMA),
put it this way, "The use of television in
education is controversial mainly to those
who have never seen it in operation."
On the other hand, Robert Gordon Sproul,
president of the U. of California, suggested
a cautious approach to use of tv "to stretch
America's lagging supply of professors,"
plus the facilities shortage. He felt tv's main
use is to get "one good lecture before a
large number of students."
If the effectiveness of teaching is con-
ceded, there's an ardent segment of the
commercial broadcasting industry that will
never agree that scarce tv channels, espe-
cially in the vhf band, should be used. They
argue that these facilities are feeding only
dribbles of knowledge to scattered groups
of viewers.
Do it by closed circuit, they insist, point-
ing to 100 such systems now in operation
including the precedent-building television
pedagogy at Hagerstown, Md., where elec-
tronic manufacturers and the Ford Founda-
tion are supplying equipment and skill as
well as money to develop teaching tech-
niques in cooperation with public schools.
John F. White, general manager of WQED
Pittsburgh, did a cost study last spring to
see how much it would take to tie WQED's
J 43 classrooms over a five-county area
where reading, arithmetic and physics were
being taught by the station. He said the
telephone company wanted $35,000 per
month per line for a two-circuit line, or
$840,000 per 12-month year.
"We can deliver this service for $15,000
a year from WQED," he said, adding that
the $15,000 would include the cost of
operating a new uhf transmitter the station
has requested as well as the present vhf
equipment.
After the 1952 FCC allocation, regional
network projects were spawned almost daily
but only one fulltime hookup is in operation
— the three-station Alabama Educational
Television Network. Blessed with three vhf
stations, this southern network last year
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November 11, 1957 • Page 95
SPECIAL REPORT ON ETV continued
THE FORD FOUNDATION: BANKROLL BEHIND ETV
If a book were published rounding up
the history of noncommercial educa-
tional television, the dedication on the
jacket might appropriately read, "To
the Ford Foundation, without whose
bounties this communication edifice
might never have been erected in this
decade."
This fabulous font, whose total grants
to American social institutions runs into
hundreds of millions of dollars, has al-
loted $26.4 million to the ETV cause,
according to a compilation prepared for
this report. Much of the money has been
doled out on conditions that the benefici-
aries get matching or double the sums
from other donors, a stimulus that has
loosed local gifts ranging from pennies
to thousands of dollars.
A fast breakdown of Ford Founda-
broadcast 1,057 programs in 49 subject
areas.
The Alabama Educational Television
Commission runs a state-directed hookup
comprising WAIQ (TV) Andalusia (ch. 2),
WTIQ (TV) Munford (ch. 7) and WBIQ
(TV) Birmingham (ch. 10). Programs are
microwaved around the loop by U. of
Alabama, Alabama Polytechnic Institute and
Greater Birmingham Area ETV Assn., with
three-fourths of the state within range of
the vhf signals.
The Alabama network is an important
element in one of the nation's more am-
bitious educational projects — a southern
network linking 16 states. Last August edu-
cators from 16 southern states, pooled their
network dreams at a meeting sponsored by
Southern Regional Educational Board. This
group has recommended a long-range micro-
wave project that would link the colleges
and universities of the South.
Such problems as the $204 million needed
to set up shortwave facilities serving possibly
600,000 students aren't too disturbing to the
sponsors at this point because they are
thinking in terms of a 10-year development
lion's $26.4 million, of which about $2.5
million hasn't yet been spent, shows three
avenues of allotment — the foundation
itself and its two creatures, Fund for
Adult Education and Fund for Advance-
ment of Education. The grants have been
siphoned off approximately this way:
FORD FOUNDATION
Million
Tv-Radio Workshop {Omnibus) ,
1952-57 $3.4
Appearances of professors on tv 1.5
Educational Television & Radio
Center 6.5
General services (National Assn.
of Educational Broadcasters,
American Council on
Education) 0.4
Total $11.8
program with states putting up the money.
Alabama will be flanked by another state
hookup within the year — a Georgia network
starting with WETV (TV) Atlanta (on uhf
ch. 30), all set for operation this month,
and WGTV (TV) Athens, scheduled to
make its debut next spring on vhf ch. 8. And
to the south a third network project is
tooling up, led by the active WTHS-TV
Miami, ch. 2, and WJCT (TV) Jackson-
ville, ch. 5. Three other Florida stations
have the money and are in an advanced
paper- work stage — -WEDU (TV) Tampa-St.
Petersburg, due early in 1958 on vhf ch. 3,
a U. of Florida station on ch. 5 at Gaines-
ville and another at Tallahassee.
Last spring the Florida Legislature ap-
propriated $600,000 to link colleges and
universities and to extend tv instruction
within the state as well as to coordinate
facilities with other states.
The 16-state southern hookup plans to
seek foundation money for basic research.
It would originate programs from 30 or
more schools linked by a half-dozen micro-
wave relay circuits on a round-robin basis
with plenty of branch feeds off the main
FUND FOR ADULT EDUCATION
Million
Construction, equipment ETV
stations $3.0
Programming (mostly ETRC) 5.3
General tv education (Joint
Council on Educ. Tv, NAEB,
ACE, etc.) 2.0
Tv-Radio Workshop 0.3
Total $10.6
FUND FOR ADVANCEMENT OF
EDUCATION
Million
Better utilization of teachers $1.8
College teaching utilization 0.08
Tv in public schools 1.0
Other 2.92
Total $5.8
loops. Maintenance of relay facilities would
run about $6.9 million a year. A pilot pro-
ject would tie Alabama, Georgia and Florida
universities and ETV stations.
Does this make educational sense? Gov.
Leroy Collins of Florida said the cost would
run $2.80 per student semester hour com-
pared to $12-$ 18 by current teaching
methods — a sort of bricks vs. megacycle
comparison. And with a 70% rise in college
enrollment expected by 1965, educators see
practical economies in obtaining the neces-
sary teachers and facilities.
New York was disillusioned several years
ago when its bad luck in drawing a set
of uhf channels for ETV blocked energetic
efforts to raise legislative money for an
ambitious statewide ETV network. Even
New York City lacks a station, though
WCBS-TV and WPIX (TV), commercial
vhf tv outlets, are delivering a package of
video instruction from an ETV project sta-
tion that has everything but a transmitter
and antenna.
The Northeast quadrant has been stymied
by uhf assignments for ETV statewide hook-
ups. New York, Rhode Island, Connecticut,
New Jersey, Ohio, Delaware, Maryland,
District of Columbia, Virginia and Michi-
gan are allocation victims. ETVs in the
uhf band are operating in Cincinnati and
Columbus, Ohio. A move is afoot to set
up an Ohio statewide network when Oxford
(ch. 14), Cleveland and Toledo ETVs take
the air. Only Oxford (Miami U.) is near
the construction stage. Toledo is showing
activity. Cleveland is uncertain, and there's
a chance Dayton will have a station within
two years.
One of these decades there may be a
series of major regional ETV networks, may-
be even a nationwide relay system. Right
now the nearest approach to this scholarly
dream is the service provided by NBC-TV's
educational program service, by Alabama's
loop, and the stations using the film and
kinescope clearing house (Educational Tele-
vision Radio Center at Ann Arbor, Mich.).
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Page 96 • November 11, 1957
Broadcasting
Reading teacher telecasts a lesson from the WQED (TV) studios
WQED (TV): PACESETTER IN ETV
"Does anyone remember the city of
Bristol?"
More than a dozen hands were waving
around the roomful of sixth-graders taught
by Miss Leah Mellot of the Highland School
in Greensburg, Pa., 20-odd air miles east of
WQED (TV) Pittsburgh (ch. 13).
"That's where Cabot started for America,"
a boy answered. With his 20 classmates he
had just taken a social science lesson via
television, second episode in a series of
Encyclopaedia Britannica films titled "Amer-
ica" and dealing with discovery and explora-
tion. For a quarter-hour the pupils, recalling
their animated lecture on a video screen,
traced routes of explorers on maps and dis-
cussed the pioneer itineraries of Cortez,
Columbus, Joliet and others who searched
up and down North America for gold,
beaver pelts and a route to the Orient.
Miss Mellot's class had gazed intently at
a slightly snowy picture lesson. "The janitor
says the antenna is broken," she apologized.
"This is our second year," Miss Mellot
said. "Yes, tv is definitely helpful. The chil-
dren feel the importance of a subject when
they see it on the tv set. They feel they know
what the narrator is talking about. When
they're sick, they watch at home and keep
up with the class. Television is very effec-
tive."
A mile away at the Taylor Street school
in Greensburg, two sixth-grade reading
classes joined in a live tv reading lesson.
Mrs. Catharine McArdle said, "Tv makes
a special event of a class. We discuss the
subject matter before and after the tv pro-
gram. WQED's course helps the teachers as
well as the pupils, she said, adding, "The tv
training stimulates outside reading. They
like to read the books discussed by the tv
teacher." Mrs. Ellen Grubb commented,
"The slow children, hard to reach, learn
more by tv. They pay attention and
like television. Actually, they all like it."
When Greensburg schools were closed
four days in October because of a flu epi-
demic, a good share of the pupils kept up
with their regular classes at home.
The 138-kw signal put out by WQED
80 hours a week reaches 308 classrooms
in six counties within a 55-mile radius that
has a population of more than three million.
Public, parochial and private schools partici-
pate. They voluntarily contribute 37 cents
per enrolled pupil per course. Arithmetic,
French, reading and social studies are taught
in elementary classes. Physics lessons are
used in 35 high schools. Adult at-home
classes cover English, world history, algebra,
physics, physiology and health, problems of
democracy, plane geometry and Spanish. In
addition, a summer school tv course had 650
enrolled.
John F. White, general manager of
WQED, directs this electronic teaching proj-
ect, aided by 57 fulltime staff people and a
corps of volunteers who donated 26,021
hours of service to the station in the last
school year.
"Managing an ETV station is about the
same as any other tv station," Mr. White
said. Formerly vice president of Western
Reserve U. in Cleveland, he harcfadministered
a series of educational tv courses broadcast
in cooperation with WEWS (TV), the
Scripps-Howard station in that city. "It's
just a matter of administration," he said.
This matter of administration at WQED
has one special similarity to that at com-
mercial tv stations — running a tv operation
takes a lot of money.
WQED is a community project. It was
born out of the desire of leading Pittsburgh
citizens to bring instruction to the public
and to the schools, plus programs designed
to help people live in the 20th Century. In
the spring of 1951 Mayor David L. Law-
rence of Pittsburgh called civic and educa-
tional leaders together. A total of $350,000
was made available by A. W. Mellon Trust,
Ford Foundation and Arbuckle-Jamison
Foundation. KDKA-AM-FM (Westinghouse
Broadcasting Co.), offered to lend its fm
tower and transmitter site, since donated, to
WQED. Pittsburgh Plate Glass Co. deeded
a valuable old stone building, in the heart
of the U. of Pittsburgh educational center,
to the university, which in turn turned over
the property to the tv project. Many other
groups joined the booster list.
WQED went on the air April 1, 1954.
Its 5-kw DuMont transmitter and 25-kw
amplifier are located atop one of the highest
of Pittsburgh's hills.
The 1957-58 WQED budget includes
these items:
EXPENSES
Operation $279,536
Teaching demonstrations 104,023
School Fund 49,929
Educational Television &
Radio Center 77,000
TOTAL 510,488
INCOME
Fund for Advancement of
Education (Ford) $120,000
ETRC 102,000
School funds (37 cents per
pupil) 70,000
City of Pittsburgh 30,000
Allegheny County 40,000
New projects 25,000
Contributions needed 123,488
TOTAL 510,488
Contributions come in dribbles from the
United Press news produces!
Broadcasting
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public, and are likely to pass $100,000 by
year-end. Business firms will donate about
$17,500 and foundations are continuing to
contribute.
In addition, corporations in the Pittsburgh
area have provided an endowment that now
has a book value of $229,500.
WQED's signal ranges far out into the
western Pennsylvania hills. Since the pro-
gramming is directed to specified teaching
.or entertainment functions much of the time,
an audience of 50,000 at any given moment
may be quite satisfying to the station. "We
appeal at different times to different seg-
ments of the public," Mr. White said. "We
change audiences rapidly all through the
day. In the course of a week we reach a
vast number of people. A U. of Pittsburgh
survey earlier this year showed that 73%
of the people in Allegheny County (1.6
million population) tune to WQED in the
course of a week."
He noted that 19,000 people mailed
gifts of money in the last school year. U. S.
Steel gave $50,000 and H. J. Heinz Co.
$30,000 for the increase in power.
WQED goes in for live programming in
a big way. "We have more live productions
than most commercial stations," Mr. White
said, explaining that the 80-hour week in-
cludes 59 live shows totaling 31V4 hours,
or 38% of the air time.
The schedule is so jammed that WQED
has applied for uhf ch. 47 so its service can
be expanded. This awaits FCC action. The
Commission watched WQED operating last
spring, four members inspecting it and ob-
serving tv teaching demonstrations.
The station has produced many programs
for the Educational Television & Radio
Center, Ann Arbor, Mich., and the clearing
house makes them available to other ETV
outlets. A special Tele-Cam film process was
devised by the staff and 1631/> hours of
color film were produced last school year.
An average of 45 hours of kines are pro-
duced every month. A WQED appearance
by Martha Graham, a dancer, has been
shown many times around the nation. The
Children's Corner was picked up by NBC-
TV last school year.
Housed in the old stone building, WQED
supplements the skill of two professionals
— Edward C. Horstman, chief engineer, and
Ralph J. Tangney, program director — with
enthusiastic volunteer help. Every known
production trick and a lot of ingenious
gadgets and money-stretchers go into the
operation. Last year WQED was donated
the services of the staff recruited by WIIC
(TV) while William Block and WWSW
were waiting for a ch. 11 grant from the
FCC.
At WQED they operate on the principle
that education needn't be dull. A few stiff-
necked oldtimers may ,look down their
noses at such goings-on, but WQED is
satisfied many thousands are learning to
live better lives via electronic education.
COMMERCIAL TV'S
BIG HELPING HAND
• $6 million in equipment
• $4 million in services
The commercial broadcasting industry
has made major contributions of money,
services and equipment to noncommercial
education by television besides putting im-
portant educational and cultural programs
on their own facilities.
In the competition for scarce tv channels,
especially in the vhf band, commercial in-
terests naturally have tried to get all the
facilities available in , important markets, ■
often begrudging the assignment of choice
channels to many noncommercial educators.
But most educators familiar with recent
broadcast history are happy to concede that
commercial aid has been a big help to many
noncommercial tv stations.
A compilation made earlier in 1957 by
the Joint Council on Educational Television
shows that commercial broadcasters have
contributed or promised equipment and
physical facilities totaling $6 million (see
table). A rough estimate would indicate
that the time of commercial personnel and
other miscellaneous assistance would run
the total up to $10 million.
Major national networks, operators of
broadcast station groups and individual sta-
tions have cooperated generously in the
educational cause. Some commercial en-
couragement of noncommercial channel use,
especially in the vhf band, has been re-
ferred to by educators as "enlightened self-
interest" — in other words, they presumably
helped a noncommercial project to keep
out commercial competition.
ETV stations in Pittsburgh, Memphis,
Jacksonville, Chicago, Houston, New Or-
leans, Seattle, Oklahoma City, Cincinnati,
Miami, Birmingham, Lincoln, Neb. and
Milwaukee are among those which thanked
commercial interests for contributions run-
ning into six figures.
Educators agree, too, that commercial
broadcasters have generously loaned per-
sonnel for program production plus pro-
viding the use of station facilities.
NBC-TV provides the only live nation-
wide educational tv network. In October it
resumed free transmission of program serv-
ice— plus some program production in con-
nection with the Educational Television &
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TWO examples of commercial tv's aid to ETV: NBC-TV's program series on the In-
ternational Geophysical Year, hosted by Frank Blair (I) and produced in cooperation
with the ETRC, and Westinghouse Broadcasting Co.'s Adventures in Number and
Space (1), featuring Bil Baird and his marionettes.
Radio Center at Ann Arbor, Mich., the
main educational program clearing house
for ETV and commercial stations. ETRC
operates with Ford Foundation money.
When the current series began Oct. 28,
NBC was providing the 6-6:30 p.m. daily
half-hour to 28 educational stations as well
as NBC-TV o&o stations and other stations
on either a live or kinescope basis. ETRC
pays local loop charges.
The network also has school program-
ming on its o&o stations. A six-week series,
Know Your Schools, began the Oct. 12-13
weekend and is scheduled to close during
American Education Week Nov. 10-16. The
U. S. Office of Education and National Ed-
ucation Assn. are cooperating in the project,
an experiment in different tv teaching tech-
niques. NBC-TV's Wide Wide World and
Youth Wants to Know have strong educa-
tional ties. The network's WRCA-TV New
York has We Deal in Futures, directed by
Charles Van Doren, covering school topics
from kindergarten to college. WRC-TV
Washington, also an NBC-TV o&o, has a
new series titled The 25th Semester.
CBS-TV, where Omnibus rose to fame,
has a series, Twentieth Century, dealing with
a basic problem — why only a minority of
high school graduates go to college. Other
CBS-TV series, such as See It Now, with
Edward R. Murrow, are thoroughly com-
mercial but at the same time are thoroughly
Strong Local plus
Top C. B. S. Shows make
KGVO 5,000 watts
MISSOULA, MONTANA
the preferred radio station
•
affiliated with K M SO TV
MOSBY'S, INC.
educational. Sunrise Semester, a Monday-
Friday (6:30-7 a.m.) literature course for
college credit programmed on WCBS-TV
by New York U., picked up a spot sponsor
when Barnes & Noble, bookstore, found it
was deluged with customers for books used
on the program. WCBS-TV arranged to
carry a series of four programs produced
by Metropolitan Educational Television
Assn. of New York City.
META has a complete plant — complete,
that is, except for transmitter, tower and a
vhf channel. WPIX (TV), New York com-
mercial station, carries weekday 11 a.m.-12
noon META programs for viewing at home
and in 1,000 classrooms.
WTVJ (TV) Miami gave WTHS-TV, the
South Florida ETV station, a transmitter and
antenna atop the Everglades Hotel. The fa-
cilities were valued at $250,000 by the
educational station. WTVJ paid the cost
of converting from ch. 4 to 2, donated
tubes and other equipment and provided
engineering service. In the early days of
WTHS-TV, its commercial colleague pro-
vided legal and program advice and broad-
cast programs to gain support for the sta-
tion.
WRGB (TV), General Electric Co. station
at Schenectady, N. 'Y., has an extensive ed-
ucational program on its commercial facili-
ties. It began five-day-a-week classroom work
in 1954. Currently an hour daily (9:30-10
and 11:30-12 a.m.) of WRGB time is allotted
to classroom instruction. Programs are pro-
duced by Mohawk Hudson Council on Ed-
ucational Television, with the financial and
staff help of WRGB. Public and parochial
schools in Schenectady and Albany use the
courses in addition to those in parts of
Massachusetts and Vermont. A prison group
also is enrolled.
Commercial radio and tv stations in Mem-
phis have been joined by newspapers in
helping WKNO (TV) with financing and
technical help. They have provided promo-
tional service to help build an audience.
WMCT (TV) provided transmitter, antenna,
projection equipment and other facilities.
WREC-TV gave engineering service. The
GOLDIE promotes
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A one week KHSL-TV promotion
for KELLOGG, in conjunction
with Wentz-Super Markets in the
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increase of 724.4%.
Sales increase fast when GOLDIE
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KHSL-TV
CHANNEL 12
THE GOLDEN EMPIRE STATION
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CBS and ABC Affiliate
Represented nationally by Avery-Knodel, Inc.
San Francisco Representative
George Ross, National Sales Manager
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November 11, 1957 • Page 99
SPECIAL REPORT ON ETV continued
MAJOR GIFTS FROM COMMERCIAL BROADCASTERS
Gifts of equipment and money by commercial broadcasters to
ETV noncommercial stations in their communities total over $6
million, according to the Joint Council on Educational Television,
coordinating agency for ETV. The list below does not include
donations under $100,000. The values were supplied by JCET.
The list of major donations follows:
Recipient
WKNO (TV) Memphis
WJCT (TV) Jacksonville,
Fla.
N. H. State Comm. on ETV
Chicago ETV Assn.
KUHT (TV) Houston
WYES-TV New Orleans
KCTS-TV Seattle
KETA (TV) Oklahoma City
Donors
WMCT (TV)
WHBQ-TV
WREC-TV
WPDQ
WMBR-TV
WJ HP-TV
WJAX
Storer Bcstg. Co.
(Pledge not picked
up by state)
CBS-TV
KGUL-TV
K PRC-TV
KTRK-TV
WDSU-TV
KING-TV
WKY-TV
KWTV (TV)
Total Value
$142,500
$936,500
$250,000
$500,000
$180,000
$195,000
$185,000
KOED-TV Tulsa
KOTV (TV)
$275,000
KQED (TV) San Francisco
KPIX (TV)
$72,000
WCET (TV) Cincinnati
WLWT (TV)
$155,000
Delaware Valley ETV
KYW-TV
$90,000
Corp.
San Antonio Council
WOAI-AM-TV
$158,000
J" rT\/
tor ETV
Tex. State Net.
Q+/-\ ro r ctrt C* r\
JIUICI UV.O 1 U • V_ \J ,
Tpntrnl ("nlif FTV Crtrn
KRFT TV
I\ D L 1 - 1 V
U/TUC T\/ JlA ; ^ rt-i ; PI,-.
w i no- 1 v Miami, ria.
\a/t\/ i n\/\
W l V J ( 1 V )
<t 1 7A AAA
Ala. ETV Commission
Storer Bcstg. Co.
$200,000
KUUN-IV Lincoln, Neb.
Fetzer Stations
$250,000
\A/Acr\ /x\/\ n'n I I
WQED (TV) Pittsburgh
KDKA-TV
$250,000
Richmond, Va.
WRVA'-TV
$100,000
Asheville, N. C.
WWNC
$100,000
WLOS-TV
Providence, R. 1.
WPRO-TV
$100,000
WMVS-TV Milwaukee
WEMP (offer of
$250,000
tower)
Community Tv Inc.,
KGW-TV
$125,000
Portland, Ore.
KLOR
KOIN-TV
Texas Tech, Lubbock
KDUB-TV
$60,000
KCBD-TV
KDPS-TV Des Moines
Cowles interests
(Transmitter)
Tennessee Educational Television Commis- reading and writing produced 700 graduates,
sion gave $50,000 and commercial stations WKNO supporters felt they were getting
added $30,000 in cash to $80,000 raised by their money's worth.
the community. When the first classes in Community funds have aided many of
"have tape recorder, will travel."
Job hunting simplified!
Job filling eased!
For man, manager, or machine . . . for place,
position or post, turn to B«T's Classified pages,
the Electronic Marketplace.
the ETVs. Pittsburgh (see page 97), Boston,
Chicago, San Francisco and St. Louis had
community support.
The list of unappraised contributions to
education includes such outstanding program
service as that supplied by WEWS (TV)
Cleveland. ETV has been slow in jelling in
Cleveland but the state promises to have
four ETVs (uhf) operating within a year
and there's a move to set up a state ETV
network.
ABC-TV network has a Monday series,
Bold Journey, sponsored by Ralston Purina
Co. and originated by its agency, Guild,
Bascom & Bonfigli. Over 1.2 million stu-
dents in 31,500 classrooms scattered over
68 areas have been participating.
Around the country are dozens of educa-
tional programs originating at commercial
stations and widely used by schools — The
University of the Air started at WFIL-TV
Philadelphia and now is on all the Triangle
stations, to cite just one example.
Commercial cooperation made possible
one of the Midwest active ETVs — KUON-
TV Lincoln, Neb. John E. Fetzer, head of the
Fetzer Michigan stations and of KOLN-TV
Lincoln, set up the Fetzer Foundation. Be-
sides $136,332 in equipment listed by
KUON-TV from its supporters, the Fetzer
interests maintained the ETV transmitter
plant and tower. They operated KUON-TV
from the KOLN-TV studios for nearly three
years, with total equipment and service
donations totaling more than $600,000.
Mr. Fetzer, current tv board chairman of
NARTB, arranged the entire KUON-TV
project, sold the idea to the university and
to state officials, and arranged a trusteeship
plan that was accepted by the FCC. Dona-
tions from Ford interests are helping, too.
They include $100,000 for equipment,
Page 100 • November 11, 1957
Broadcasting
ROLLCALL: 28 ETV'S ON THE AIR
$115,050 for teaching and $37,500 for spe-
cial programs.
The $115,050 donation is financing an
experimental course in combined tv-corre-
spondence instruction. Twenty-five high
schools and 700 students are participating.
KUON-TV now has new studios on the
campus. The university feeds a total of
nine program series to commercial sta-
tions — KOLN-TV; WOW-TV Omaha;
KHAS-TV Hastings; KHOL-TV Kearney
and KVTV (TV) Sioux City, Iowa.
Among outstanding examples of commer-
cial help for ETV, a list much too long for
this brief report, was the donation of tv
equipment, transmitter, two camera chains,
film projectors plus studio and tower site
to KCTS-TV Seattle by KING-TV that city.
Value of the gifts was placed at $185,000.
Westinghouse Broadcasting Co. has just
announced it will donate its old KDKA-
FM plant just above Pitt Stadium to WQED.
The plant is valued at $200,000. One con-
dition is attached — the plant can only be
used for ETV or the site will go to the
U. of Pittsburgh. Recently Westinghouse
Electric Corp., WBC parent company, do-
nated $10,000 to WQED.
During the last few years KDKA-AM-TV
engineers have been giving technical aid to
WQED, which had been leasing the tower
and building for a nominal fee. WQED
owns its transmitter, bought with donated
funds. WBC has tentatively given a $60,000
amplifier rig to WGBH (TV), Boston ETV
outlet, and a plan to let the ETV station
use the new WBZ-TV tower is in the dis-
cussion stage. WBC has donated fm trans-
mitters to educational aural projects in six
cities.
The old Westinghouse tv transmitter used
in Stratovision tests (tv networking from
planes flying in a tight course) was donated
to Texas A & M College, along with a
camera chain. WBC tv stations make their
Encyclopaedia Britannica film libraries
available to ETV outlets as well as a recent
WBC film, "Adventures in Number and
Space." WBC produced three major docu-
mentaries during the White House Confer-
ence on Education. This pattern follows an
active role in educational radio.
Storer Broadcasting Co. made available
a 5-kw DuMont transmitter for use of the
Alabama ETV Commission and its three-
station hookup. Land, buildings and use of
cameras and studios were included. Storer
made other donations in Miami and Detroit,
including $43,000 worth of gear in the latter
city. An offer of $250,000 in equipment and
services, made to the New Hampshire State
Commission on ETV, was not picked up by
the state because the Storer plan to buy
WMUR-TV Manchester, N. H., ran afoul
of FCC procedure.
A group of Carolina tv stations is cooper-
ating in a 9-10 a.m. classroom project start-
ed in September by WSOC-TV Charlotte.
Others joining the teaching project are com-
mercial stations in Asheville, and Winston-
Salem and in Bristol, Tenn. Seventy-six
schools are carrying the programs, including
those in South Carolina and Virginia. Pro-
grams originate at WUNC-TV Chapel Hill,
N. C, U. of North Carolina outlet.
This directory of ETV stations was pre-
pared from information supplied by the
Joint Council on Educational Television.
Data current as of Nov. 1, 1957. Informa-
tion is in following order: City, call letters,
channel, date station went on air, licensee,
financial data.
ALABAMA
Andalusia WAIQ (TV)
Ch. 2; 6-25-56; Alabama ETV Commis-
sion (Alabama Network; see WBIQ Bir-
mingham and WTIQ Munford).
Public funds plus grants and commercial
gifts totaled $1.5 million; $400,000 budget
supplied by legislature. Studios at U. of
Alabama, University; Alabama Polytechnic
Institute, Auburn, and Birmingham Area
ETV Assn. Connected by shortwave with
WBIQ and WTIQ.
Birmingham WBIQ (TV)
Ch. 10; 4-28-55; Alabama ETV Commis-
sion (Alabama Network; see WTIQ Mun-
ford and WAIQ Andalusia).
(See WAIQ)
Munford WTIQ (TV)
Ch. 7; 1-7-55; Alabama ETV Commis-
sion (Alabama Network; see WBIQ Bir-
mingham and WAIQ Andalusia).
(See WAIQ)
CALIFORNIA
San Francisco KOED (TV)
Ch. 9; 6-10-54; Bay Area Educational
Tv Assn.
Non-profit corporation formed in Bay
area. Public has memberships starting at
$10 per year; business, civic institutions
provide gifts; profit earned from film and
kinescope productions for outside groups.
$200,000 capital investment; $200,000-plus
annual budget; $317,000 grant from Fund
for Advancement of Education (Ford) in
conjunction with San Francisco State Col-
lege for experimental tv instruction.
COLORADO
Denver KRMA-TV
Ch. 6; 1-30-56; Denver Public Schools
(Council for Educational Tv, Ch. 6 Inc.).
Score of local and state educational
groups assist in financing and programming;
$410,000 capital from school district and
$100,000 from Fund for Adult Education
(Ford); $125,000 annual budget financed
by council members, Ford and community
organizations.
FLORIDA
Miami WTHS-TV
Ch. 2; 8-12-55; Board of Public Instruc-
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November 11, 1957 • Page 101
SPECIAL REPORT ON ETV continued
tion of Dade County, Dept. of Radio &
Television Education.
Contributions to financing and program-
ming supplied by 25 organizations; $300,000
capital investment; WTVJ (TV) Miami pro-
vides staff assistance. Dade County provides
housing, services and operating expenses.
Wolfson-Meyer Foundation provides oper-
ational supplies for transmitter and pays
transmitter rent. U. of Miami prepares
teaching program and news analyses.
ILLINOIS
Chicago WTTW (TV)
Ch. 11; 9-19-55; Chicago ETV Founda-
tion.
Chicago Educational Television Assn.
raised over $1 million to build and under-
write project for two years; budget $418,-
000; currently $570,000 due to new produc-
tion contracts for kinescopes and in-school
telecasting.
Urbana WILL-TV
Ch. 12; 8-1-55; U. of Illinois.
Capital exceeds $300,000; annual budg-
et exceeds $100,000. One of first educa-
tional institutions to operate a radio station.
LOUISIANA
Monroe KLSE (TV)
Ch. 13; 3-9-57; Louisiana Dept. of Edu-
cation.
Legislature appropriated $150,000 to buy
facilities of KFAZ (TV), former commer-
cial station.
New Orleans WYES-TV
Ch. 8; 4-8-57; Greater New Orleans ETV
Foundation.
Local groups raised $500,000 in cash
and equipment to build station. Fund for
Adult Education granted $100,000.
MASSACHUSETTS
Boston WGBH-TV
Ch. 2; 5-2-55; WGBH Educational Foun-
dation.
Over $750,000 raised to build and start
station; annual budget around $300,000.
Harvard, Massachusetts Institute of Tech-
nology and Lowell Institute cooperate in
programming. Several foundations and pub-
lic subscription provide funds. Many
WGBH-TV series have been recorded for
general ETV use.
MICHIGAN
Detroit WTVS (TV)
Ch. 56; 10-3-55; Detroit ETV Founda-
tion.
Capital investment exceeds $300,000;
$200,000 annual budget. Funds raised from
public subscription and money from civic
and educational groups. Member colleges
pay costs of administration, transmitter op-
eration and presentation of programs.
Wayne State U., U. of Detroit and Detroit
public schools operate studios.
E. Lansing WKAR-TV
Ch. 60; 1-15-54; Michigan State Board
of Agriculture.
Capital investment exceeds $500,000;
annual budget $300,000. Has initial FCC
grant for ch. 10, operating jointly with
commercial group and sharing in profits.
Station operates on Michigan State U. cam-
pus.
MINNESOTA
St. Paul-Minneapolis KTCA-TV
Ch. 2; 10-16-27; Twin City Area Edu-
cational Television Corp.
Financed by $300,000 in donations and
pledges from local groups, including broad-
casting stations. U. of Minnesota donated
land and housing facilities. Fund for Adult
Education (Ford) granted $100,000. Equip-
ment valued at $400,000. Annual budget
$205,000.
MISSOURI
St. Louis KETC (TV)
Ch. 9; 9-20-54; St. Louis ETV Commis-
sion.
Commission comprises civic leaders; cap-
italization over $500,000; annual budget
over $250,000 (schools provide $150,000,
corporations $60,000 and individuals over
$14,000).
NEBRASKA
Lincoln KUON-TV
Ch. 12; 11-1-54; U. of Nebraska.
Capital investment includes $225,000
worth of equipment donated by Fetzer
Broadcasting Co., $100,000 in university
property and pledge of $100,000 from
Fund for Adult Education (Ford). Profes-
sional services are contributed by KOLN-
TV Lincoln, Fetzer station. Experimental
program combining tv and correspondence
courses under way.
NORTH CAROLINA
Chapel Hill WUNC-TV
Ch. 4; 1-8-55; Consolidated U. of North
Carolina.
Capital investment totals $1.5 million,
raised from private donors in form of cash
and equipment. Annual budget $148,000,
with $108,000 coming from state appropri-
ation and $40,000 from private sources.
Remote studios at Women's College, Greens-
boro, and N. C. State, Raleigh.
OHIO
Cincinnati WCET (TV)
Ch. 48; 7-26-54; Greater Cincinnati Tele-
vision Educational Foundation.
Fifty-two educational organizations and
school systems are members of foundation;
$400,000 contributed since 1953 by schools,
civic and other groups. Crosley Broadcast-
ing Corp. and Conservatory of Music facili-
ties and equipment are available without
cost.
Columbus WOSU-TV
Ch. 34; 2-20-56; Ohio State U.
Owned and operated by university. Capi-
tal $500,000; annual budget $250,000.
STAND-BY ANTENNAS
for TV TRANSMITTING
channels 7-13
No- jbtpl&x&i Needed
A simple, versatile, and economical
standby system consisting of two separate
bays of the AMCI Type 1020 Antenna
can be mounted on the legs of an existing
tower. Shown here is the Station WXYZ-
TV installation in Detroit, Michigan,
being used with a 50 kw transmitter. They
may also be mounted on FM antennas
(Station WBKB-TV, Chicago, Illinois)
and on masts, one above the other. The
aural and visual transmission lines need
not be of equal length.
Write for Bulletin B-957
^AMClN
ANTENNA SYSTEMS - COMPONENTS - AIR NAVIGATION AIDS - INSTRUMENTS
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Page 102 • November 11, 1957
Broadcasting
OKLAHOMA
Oklahoma City KETA-TV
Ch. 13; 4-13-56; Oklahoma Educational
Television Authority.
Most members of authority are heads of
educational institutions; $700,000 capital
raised by sale of bonds retired by money
coming from dedicated state funds. KWTV
(TV) Oklahoma City donated land for trans-
mitter, antenna site, $20,000 and space on
1,572-foot tower. WKY-TV Oklahoma City
donated $50,000 in cash. Public schools
have own studios and spent $150,000 for
equipment. Studio at Oklahoma U, Nor-
man. Oklahoma State U. has studio project
at Stillwater.
OREGON
Corvallis KOAC-TV
Ch. 10; 10-7-57; State Board of Higher
Education.
Eventually KOAC-TV is slated to be
one of three Oregon ETV stations. Legisla-
ture appropriated $145,500 in May 1957 for
ETV in state.
PENNSYLVANIA
Philadelphia WHYY-TV
Ch. 35; 10-16-57; Metropolitan Philadel-
phia Educational Radio & Tv Corp.
Construction costs of station, around
$450,000, financed by grants from educa-
tional institutions, foundations and indi-
viduals. Fund for Adult Education (Ford)
granted $150,000.
Pittsburgh WQED (TV)
Ch. 13 (also asks ch. 47); 4-1-54; Metro-
politan Pittsburgh Educational Television
Station.
Claims to be first community-owned tv
station. Capital investment $500,000, with
$510,000 annual budget. Westinghouse
Broadcasting Co., which loaned former
KDKA-FM transmitter building and tower,
has donated these facilities to station. Com-
mercial broadcasters have supported ap-
peals for funds and have provided profes-
sional help.
TENNESSEE
Memphis WKNO-TV
Ch. 10; 6-25-56; Memphis Community
Tv Foundation.
Foundation comprises prominent Mem-
phis citizens. Commercial broadcasters have
been helpful. Assets are $500,000; operat-
ing budget $18,000 per month.
TEXAS
Houston KUHT (TV)
Ch. 8; 5-23-53; U. of Houston & Houston
Independent School District.
First station to operate on a channel re-
served for education; $300,000 capital in-
vestment and $300,000 annual budget.
Community organizations help provide
money. Houston commercial stations con-
tributed funds and commercial help. Sta-
tion has provided over 5,000 hours of pro-
gramming, 1,600 of them direct teaching;
has 50 college credit courses and has taught
12,000 pupils.
WASHINGTON
Seattle KCTS (TV)
Ch. 9; 1-5-55; U. of Washington.
Capital of $401,000 includes $150,000
grant from Fund for Adult Education
(Ford); $121,963 in equipment donated by
KING-TV, and funds from community
drive. University building on campus added
another $165,000. Schools contribute at
rate of $1 per student. Total 1956 expendi-
ture was $160,000.
WISCONSIN
Madison WHA-TV
Ch. 21; 5-5-54; Wisconsin State Radio
Council (transferred to U. of Wisconsin).
Studio facilities are owned by U. of Wis-
consin. Capital assets $325,000, with $100,-
000 from Fund for Adult Education (Ford).
Operating funds appropriated by legislature.
Milwaukee WMVS-TV
Ch. 10; 10-28-57; Board of Vocational
& Adult Education.
Started with closed-circuit installation,
with $207,000 needed to complete project.
Fund for Adult Education (Ford) granted
$100,000. Budget estimated at $90,000
(preliminary).
DUE BY SUMMER '58 • WJCT (TV)
Jacksonville, Fla., ch. 7, Educational Tele-
vision Inc.; WETU (TV) Atlanta, Ga., ch.
30, Board of Education, City of Atlanta;
KUED-TV Salt Lake City, Utah, ch. 7, U.
of Utah; WIPR-TV San Juan, P. R., ch. 6,
Dept. of Education of Puerto Rico; Albu-
querque, N. M., ch. 5, U. of New Mexico;
WGTV (TV) Athens, Ga., ch. 8, U. of Geor-
gia; KDPS-TV Des Moines, Iowa, ch. 11,
Independent School Dist. of Des Moines;
WMUB-TV Oxford, Ohio, ch. 14, Miami
U.; KOED-TV Tulsa, Okla., ch. 23, Okla-
homa ETV Authority; WEDU (TV) Tampa,
Fla., ch. 3, Florida West Coast Educa-
tional Tv Inc.; WGTE-TV Toledo, Ohio,
ch. 30, Greater Toledo ETV Foundation.
Plans are advanced to activate educational
channels by next summer in Tallahassee and
Gainesville, Fla., and Dallas, Tex.
UNIVERSITY-OWNED
Though not ETVs in any strict sense
of the word, four commercial stations
benefit education in a very substantial
way. The following stations are owned
by universities:
WNDU-TV South Bend, Ind., ch. 46,
Michiana Telecasting Corp., U. of Notre
Dame; WOI-TV Ames, Iowa, ch. 5, Iowa
State College of Agriculture & Mechanical
Arts; WWL-TV New Orleans, ch. 4,
Loyola U.; KOMU-TV Columbia, Mo.,
ch. 8, Curators, U. of Missouri.
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Springfield, and WRLP, Greenfield,
Mass.
In Western New England Nearly Everyone Watches
WWLP Channel 22 Springfield-Holyoke, Mass.
WRLP Channel 32 Greenfield, Mass.
THE PEOPLE'S CHOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "RadiO'Active" MB S
Only ONE is atop the
Continental Divide
Serving both the Atlantic and
Pacific Sides of America
KXLF-TV4 -:- Montana
Butte
East— The Walker Co.
West — Pacific Northwest Broadcasters
Broadcasting
November 11, 1957 • Page 103
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-5411
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE*
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
RUSSELL P. MAY
711 14th St., N. W.
Washington 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE <
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFGCB *
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE *
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE *
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE *
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE *
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. Dl. 3-7503
NATIONAL ENGINEERING & MANUFACTURING, INC.
Complete Engineering Service
2101 Conway Garden Rd., Orlando, Florida
Phone 4-9715
Maintenance —
Installation and Proof of Performance
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-821!
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9004
WASHINGTON 6, D. C.
Member AFCCE *
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engine
Suite 298, Arcade Bldg., St. Louis 1, M
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Lufkin, Texas
NEptune 4-4242 NEptune 4-9551
Member \rCCE*
Page 104 • November 11, 1957
Broadcasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by Broadcasting)
October 31 through November 6
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per- night. LS — local sunset, mod. — modification
mit. ERP — effective radiated power, vhf — very trans. — transmitter, unl. — unlimited hours, kc —
high frequency, uhf — ultra high frequency, ant. kilocycles. SCA — subsidiary communications au-
— antenna, aur. — aural, vis. — visual, kw — kilo- thorization. SSA — special service authorization
watts, w — watt, mc — megacycles. D — day. N — STA — special temporary authorization. * — educ.
Am-Fm Summary through Nov. 6
Appls.
In
On
Pend
Hear-
Air Licensed Cps
ing
ing
Am 3,070 3,010 304
483
156
Fm 539 519 77
88
10
FCC Commercial Station
Authorizations
As of Sept. 30, 1957 *
Am
Fm
Tv
Licensed (all on air)
3,070
519
369
Cps on air
3,133
532
531
Cps not on air
142
36
126
Total authorized
3,275
568
657
Applications in hearing
156
10
85
New stations requests
350
38
72
New station bids in hearing
113
4
50
Facilities change requests
207
20
50
Total applications pending
1,118
146
371
Licenses deleted in Aug.
0
1
1
Cps deleted in Aug.
0
2
5
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
Tv Summary through Nov. 6
Total Operating Stations in U. S.:
Vhf Uhf Total
Commercial 403 85 488i
Noncomm. Educational 20 5 252
Grants since July 11, 7952:
(When FCC began processing applications
after tv freeze)
Vhf Uhf Total
Commercial 363 328 6911
Noncomm. Educational 29 21 50*
Applications filed since April 14, 7952:
(When FCC began processing applications
after tv freeze)
New
Commercial 1,127
Noncomm. Educ. 68
Amend.
337
Vhf
879
38
Uhf
591
34
Total
1,4703
72*
Total 1,195
337
917
625
1,538=
1 177 cps (33 vhf, 144 uhf) have been deleted.
2 One educational uhf has been deleted.
8 One applicant did not specify channel.
* Includes 48 already granted.
6 Includes 725 already granted.
New Tv Stations
APPLICATIONS
Portland, Ore. — Trans-Video Co. of Oregon,
uhf ch. 27 (548-554 mc) ERP 18.75 kw vis., 9.36
kw aur.; ant. height above average terrain 1,000
ft., above ground 229.4 ft. Estimated construction
cost $47,270, first year operating cost $96,250,
revenue $110,000. P. O. address 1220 S. W. Stark
St., Portland 5, Ore. Studio and trans, location
Portland, Ore. Geographic coordinates 45° 30' 00"
N. Lat., 122° 42' 30" W. Long. Trans. RCA, ant.
GE. Legal counsel C. E. Wheelock, Portland, Ore.
Consulting engineer Wally Matson, Portland,
Ore. Owners are Wallace J. Matson (55.5%) and
others. Mr. Matson, electrical engineer, also has
real estate interests. Announced Nov. 4.
Portland, Ore. — Tribune Publishing Co., vhf
ch. 2 (54-60 mc); ERP 100 kw vis., 51.4 kw aur.;
ant. height above average terrain 1514 ft., above
ground 806 ft. Estimated construction cost $718,-
497, first year operating cost $960,000, revenue
$880,000. P. O. address 711 St. Helens Ave., Ta-
coma 1, Wash. Studio and trans, location Port-
land, Ore. Geographic coordinates 45° 31' 14"
N. Lat., 122° 43' 55" W. Long. Trans, and ant. GE.
Legal counsel Kirkland, Fleming, Green, Martin
& Ellis, Washington, D. C. Consulting engineer
Lohnes and Culver, Washington, D. C. Owners
are Frank S. Baker (59.6%) and others. Mr.
Baker, publisher, is president of Tribune Pub.
Co., licensee of KTNT-AM-FM-TV Tacoma,
Wash., and 12% owner of Guard Pub. Co., licensee
of KERG Eugene, Ore. Announced Nov. 5.
Lubbock, Tex. — Western Television Co., vhf
ch. 5 (76-82 mc); ERP 20.4 kw vis., 10.2 kw aur.;
ant. height above average terrain 306.5 ft., above
ground 400 ft. Estimated construction cost $163,-
526, first year operating cost $250,000, revenue
$300,000. P. O. address Box 270, Lubbock, Tex.
Studio and trans, location Lubbock, Tex. Geo-
graphic coordinates 33° 35' 07" N. Lat., 101° 50'
54" W. Long. Trans., ant. GE. Legal counsel Harry
J. Daly, Washington, D. C. Consulting engineer
Guy C. Hutcheson, Arlington, Tex. Owners are
David P. Pinkston and Leroy Elmore (each 50%).
Mr. Pinkston is general manager and 50% gen-
eral partner of KDAV Lubbock, Tex., 75% part-
ner of KPEP San Angelo, Tex., 50% partner of
KZIP Amarillo, Tex., 50% partner of KPIK
Colorado Springs, Colo. Mr. Elmore is 30%
partner of KDAV and 50% partner of KPIK.
Announced Oct. 31.
NATION-WIDE
[ NEGOTIATIONS • FINANCING •
APPRAISALS
RADIO •
TELEVISION • NEWSPAPER
EASTERN
MIDWEST
SOUTH
SOUTHWEST
WEST
NEW ENGLAND
FULLTIME
GULF COAST
GULF
ROCKY
INDEPENDENT
NETWORK
NETWORK
COAST
MOUNTAIN
$70,000
$150,000
$250,000
$150,000
$107,000
Substantial sin-
gle-station mar-
ket. Diverse in-
dustry. Excellent
potential for
owner - operator.
Terms.
. Terrific agricul-
tural and urban
coverage. Making
money. Well
equipped. Terms
available.
Extremely high
quality station on
good frequency
and power. Tre-
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tunity for owner-
manager.
Semi-major mar-
ket. Some financ-
ing on this mon-
ey-maker in the
hottest radio
market on Texas
coast. Good staff
will stay.
250 watts on lo-
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10-year record of
consistent volume
and earnings.
Tdeally situated
for devolpment.
29% down.
WASHINGTON, D. C.
CHICAGO, ILL.
ATLANTA, GA.
DALLAS, TEX.
SAN FRANCISCO
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1175
W. R. (Ike) Twining
1 1 1 Sutter St.
EX 2-5671
Call
your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
ROADCASTING
November 11, 1957 • Page 105
FOR THE RECORD continued
Planning
a Radio
Station?
RCA can help you...
with informative
printed materials
prepared by experts
and available
free of charge.
For literature on equipment of
special interest or other infor-
mation,writetoRCA,Dept. ZB-22,
Building 15-1, Camden, N. J.
RADIO CORPORATION
of AMERICA
Existing Tv Stations
ACTIONS BY FCC
WNHC-TV New Haven, Conn.— Granted mod.
of cp to change trans, location from 9 miles north
of New Haven and 26 V2 miles southwest of
Hartford to site 19.8 miles northeast of New
Haven and 14.5 miles south of Hartford; increase
ant. height from 720 ft. to 770 ft., and change
type ant. and other equipment; without prejudice
to such action as Commission may deem appro-
priate as result of final determination relating to
proposed rule making with respect to ch. 8 in
New Haven. Comrs. Hyde and Lee voted for
309 (b) letter. Announced Oct. 31.
KTRX (TV) Kennewick, Wash. — Granted mod.
of cp to change from ch. 25 to ch. 31; change
studio and trans, locations and type trans. An-
nounced Oct. 31.
CALL LETTERS ASSIGNED
WSTG Gulfport, Miss. — State Telecasting Co.
Translators
ACTIONS BY FCC
By order of Nov. 6, Commission denied joint
petition ,by Palm Springs Translator Station
Inc., and Palm Springs Community Television
Corp. (protestant in proceeding) for change in
place of hearing from Washington, D. C, to
Pa'm Springs, Calif., in proceeding on tv trans,
station applications of Palm Springs Translator
Stations Inc., Palm Springs, Calif.
Springfield Tele. Bcstg. Corp., Lebanon, N. H. —
Granted cp for new tv trans, station on ch. 81 to
translate programs of WRLP-TV (ch. 58) Green-
field, to serve Lebanon and Hanover, N. H., and
White River Junction, Vt. Announced Oct. 31.
Community Tele. Assn. Inc., Gold Beach, Ore.
— Granted cp for new tv translator station on
ch. 74 to translate programs of KIEM-TV (ch. 3)
Eureka, Calif. Announced Oct. 31.
Norman R. Phillips, San Saba, Tex. — Granted
cp for new tv translator station on ch. 80 to
translate programs of KRLD-TV (ch. 4) Dallas.
Announced Oct. 31.
CALL LETTERS ASSIGNED*
K74AK Ukiah, Calif. — Television Improvement
Assn.
K78AD Ukiah, Calif. — Television Improvement
K75AF Ely, Nev.— White Pine TV Dist. 1.
K80AI Ely, Nev.— White Pine TV Dist. 1.
K73AH McGill, Nev.— White Pine TV Dist. 1.
K78AE McGill, Nev.— White Pine TV Dist. 1.
K83AD McGill, Nev.— White Pine TV Dist. 1.
* Translator channels are designated by the
numbers in their call letters.
New Am Stations
ACTIONS BY FCC
Walter G. Allen, Huntsville, Ala.; Marshall
County Bcstg. Co., Arab, Ala. — Designated for
consolidated hearing applications for new am
stations to operate on 1380 kc, 1 kw D. An-
nounced Oct. 31.
Wendell-Zebulon, N. C. — Wendell-Zebulon Ra-
dio Co., granted 540 kc, 250 w D. P. O. address %
Lewis V. Parrish, 19 78th St.. North Bergen, N. J.
Estimated construction cost $10,479, first year
operating cost $30,000, revenue $48,000. Principals
include Pres. Lewis Vernon Parrish, Vice Pres.
Albert Alfred Abromatis and Secy.-Treas. Lottie
Parrish Flowers. Announced Oct. 31.
Florence, S. C. — Twin Carolina Bcstg. Co.,
granted 540 kc, 250 w D. P. O. address P. O. Box
133, Blacksburg, Va. Estimated construction cost
14,470, first year operating cost $40,000, revenue
50,000. Principals Dr. and Mrs. Vernon H. Baker
own 99% of WBCR Christiansburg, Va. An-
nounced Oct. 31.
WTAW College Station, Tex.— Waived Sec. 3.30
of rules and granted mod. of license to change
studio location to Bryan. By letter, denied peti-
tion by Brazos Bcstg. oC. (KBTX-TV) Bryan,
objecting to grant. Announced Oct. 31.
APPLICATIONS
Mojave, Calif. — Mojave Bcstrs. 1340 kc, 250 w
unl. P. O. address 38325 North 12th St., E. Palm-
dale, Calif. Estimated construction cost $16,600,
first year operating cost $30,000, revenue $36,000.
Leslie G. Foote is sole owner. Mr. Foote is general
contractor. Announced Nov. 5.
Redwood City, Calif. — South Bay Bcstg. Co.
850 kc, 500 w unl. P. O. address 445 North Circle
Drive, Fresno 4, Calif. Estimated construction
cost $26,460, first year operation cost $96,000,
revenue $100,000. Owners are Bert Williamson and
Clyde H. Bond (each 50%). Mr. Williamson is
15% partner of KYNO Fresno, Calif., 17.5% stock-
holder of KRAK Stockton, Calif. Mr. Bond is
asst. manager of engineering for KRAK. An-
nounced Nov. 6.
Muncie, Ind. — United Bcstrs. Inc. 1550 kc, 250
w unl. P. O. address Henry M. Best Jr., 1003 Ver-
mont St., Smithfield, N. C. Estimated construction
cost $17,186. first year operationg cost $24,000,
revenue $36,000. Owners are Henry M. Best Jr.,
George W. B. Burwell, Roy Lee Davis and Rich-
ard K. Byers (each 25%). Mr. Best is salesman,
WGOL Goldsboro, N. C; Mr. Burwell is chief
engineer, WGOL; Mr. Davis is commercial man-
ager, WMPM Smithfield, N. C; Mr. Byers is in
auto repair. Announced Nov. 6.
Tiffon, Ohio — Sayger Bcstg. Co. 1250 kc, 1 kw D.
P. O. address 70 South Washington St., Tiffin,
Ohio Estimated construction cost $41,524, first
year operating cost $55,000, revenue $70,000. Her-
man E. Sayger, sole owner, has photographic,
publishing and real estate interests. Announced
Oct. 31.
Oklahoma City, Okla. — Sooner State Bcstg. Co.
1220 kc, 5 kw D. P. O. address % Cyrus V. Ed-
wards, Box 5033 Farley Station, Oklahoma City,
Okla. Estimated construction cost $39,580, first
year operating cost $40,000, revenue $50,000. Own-
ers are Cletius E. Nelson and Cyrus V. Edwards
(each 50%). Mr. Nelson is radio tower manufac-
turer. Mr. Edwards is trans, supervisor, KTOK
Oklahoma City and owner of one-way signalling
station. Announced Nov. 5.
Spanish Fork, Utah — Pioneer Bcstg. Co. 1480 kc,
1 kw D. P. O. address Sterling O. Bricker, 425
Midland Savings Bldg., Denver, Colo. Estimated
construction cost $18,944, first year operating cost
$23,410, revenue $34,073. Owners are William P.
Grubbe, Sterling O. Bricker (each 45.5%) and
others. Mr. Grubbe is employee, KRLN Canon
City, Colo. Mr. Bricker is employee, KDEN Den-
ver, Colo. Announced Nov. 4.
Bellingham, Wash. — Bellingham Bcstg. Co. 970
kc, 1 kw D. P. O. address Box 600, Ellensburg,
Wash. Estimated construction cost $20,700, first
year operating cost $45,000, revenue $55,000. Own-
ers are Willis R. Harpel (75%) and Stephen C.
Wray (25%). Mr. Harpel is 51.3% owner and man-
ager of KXLE Ellensburg, Wash. Mr. Wray is
48.7% owner of KXLE. Announced Nov. 1.
Existing Am Stations
ACTIONS BY FCC
KAFA Colorado Springs, Colo. — Granted change
on 1460 kc from 1 kw D to 500 w N, 1 kw LS,
Appraisals
Evaluations of radio and television properties by Black-
burn and Company are recognized throughout the industry
as fair, complete and authoritative. Our appraisals have
formed the basis for numerous sales, mergers and consoli-
dations and for the settlement of estate, tax and insurance
problems.
ac id urn Gompanv
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
Sterling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Buildinq
JAckson 5-1576
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
Page 106 • November 11, 1957
Broadcasting
DA-N unl.; engineering conditions. Announced
Oct. 31.
WGTO Cypress Gardens, Fla. — Granted change
on 540 kc from 10 kw DA-D to 50 kw, 10 kw
DA-, D, limited to Canadian restriction; engi-
neering conditions. Announced Oct. 31.
WDVM Pocomoke City, Md. — Granted increase
in power from 500 w to 1 kw DA, operating on
540 kc D; engineering conditions. Announced
Oct. 31.
VVBKK Pittsfield, Mass. — Designated for hear-
ing application to change trans, location and
make changes in ant. system; made WENT
Gloversville, N. Y., and WHAZ Troy, N. Y.,
parties to proceeding. Announced Oct. 31.
CALL LETTERS ASSIGNED
WLCK Scottsville, Ky.— State Line Bcstg. Co.
Inc., 1250 kc.
KEEL Shreveport, La.— Foster & Assoc., 710 kc.
Changed from KTBS.
KQAQ Austin, Minn. — George A. Homel II,
970 kc.
WREM Remsen, N. Y. — Town & Country Bcstg.
Inc., 1480 kc.
WMLN Millington, Tenn. — Millington Bcstg.
Co., 1220 kc.
New Fm Stations
ACTIONS BY FCC
Boston, Mass. — Westinghouse Broadcasting Co.,
granted 106.7 mc, 2.8 kw unl. P. O. address 122 E.
42nd St., New York, N. Y. Estimated construction
cost $7,500. Westinghouse interests include WBZ-
AM-TV Boston, KYW-AM-FM-TV Cleveland,
KPIX (TV) San Francisco, WBZA-AM-FM
Springfield (Mass.), KDKA-AM-FM-TV Pitts-
burgh, WOWO Fort Wayne (Ind.), KEX-AM-FM
Portland (Ore.), WIND-AM-TV Chicago and
WJZ-TV Baltimore. This grant made without
prejudice to whatever action FCC may deem
necessary as result of decision in case of Stand-
ard Radio and Television Co. v. Chronicle Pub.
Co., Westinghouse, et al, Superior Court, Calif.
Announced Oct. 31.
Philadelphia, Pa. — Max M. Leon Inc., granted
105.3 mc, 20 kw unl. P. O. address Belmont Ave.
&. Edgley Rd., Philadelphia. Estimated construc-
tion cost $24,980, first year operating cost $40,300,
revenue $40,300. Mr. Leon owner WDAS Phila-
delphia, will be sole owner. Announced Oct. 31.
APPLICATIONS
Beverly Hills, Calif.— Radio Beverly Hills 106.7
mc, 70.664 kw unl. P. O. address Box 1412, Beverly
Hills, Calif. Estimated construction cost $29,745,
first year operating cost $62,000, revenue $68,000.
Owners are Saul Robert Levine (80%) and F. E.
Wilson (20%). Mr. Levine, attorney, is permittee,
KBCA Beverly Hills, KBCO San Francisco; 25%
stockholder, KCAL Redlands, all Calif. Mr. Wil-
son is in music equipment manufacturing. An-
nounced Nov. 4.
Santa Barbara, Calif.— Tri Counties Bcstg. Co.,
95.1 mc, 1 kw unl. P. O. address 25 West
Anapamu, Santa Barbara, Calif. Estimated con-
struction cost $14,380, first year operating cost
$15,000, revenue $22,000. Owners are William H.
Buckley and Richard Barrett Cuetara (each 50%).
Mr. Buckley is in music franchising; Mr. Cuetara
is partner with Mr. Buckley in music firm and has
been promotion manager, KEYT Santa Barbara.
Announced Nov. 1.
Denver, Colo. — George Basil Anderson, 100.3
mc, 2.37 kw unl. P. O. address 6535 W. Jewel,
Denver, Colo. Estimated construction cost $6,762,
first year operating cost $2,000, revenue $2,000. Mr.
Anderson, sole owner, is owner of KJSK Colum-
bus, Nebr., KJRG Newton, Kan. and 50% partner
of KCLO Leavenworth, Kan. Announced Nov. 4.
Existing Fm Stations
ACTIONS BY FCC
WOPA-FM Oak Park, 111. — Granted cp to
change from Class A to Class B station and
change from 102.3 mc with ERP 1 kw to 102.7 mc
with ERP 10 kw; engineering condition. An-
nounced Oct. 31.
CALL LETTERS ASSIGNED
KFMK Houston, Tex. — James R. Corry, 97.9
mc.
WKFM Chicago, 111.— Frank S. Kovas Jr., 103.5
me.
KEEL-FM Shreveport, La.— Foster & Assoc.,
96.5 mc. Changed from KTBS-FM.
Ownership Changes
ACTIONS BY FCC
WJOE Ward Ridge, Fla. — Granted assignment
of license to Rupert P. Werling; consideration
$40,000. Announced Oct. 31.
KHVH-TV Honolulu, Hawaii— Granted trans-
fer of control from Henry J. Kaiser and Hal
Lewis to Kaiser-Burns Development Corp. (Henry
J. Kaiser Co. 50% owner and Fritz B. Burns,
president, 43.6% owner); consideration $43,750.
KHVH Honolulu, Hawaii — Granted transfer of
control from Henry J. Kaiser and Hal Lewis to
Kaiser-Burns Development Corp. (see above);
consideration $125,000. Announced Oct. 31.
WKRO Cairo, 111.— Granted transfer of control
from Oscar C, Geraldine F. and Robert O. Hirsch
to James F. Hirsch, individually and as voting
trustee for Marjorie Ann Hirsch; no considera-
tion. Announced Oct. 31.
KYTE Pocatello, Idaho — Granted assignment of
license to Thomas R. and Andrew H. Becker, d/b
as Pocatello Bcstg. Co. (interest in KNPT New-
port, Oreg.); consideration $60,000. Announced
Oct. 31.
WREX-TV Rockford, 111.— Granted transfer of
control from Greater Rockford Television Inc.
to Continental Television Corp. for $2,850,000.
Continental Television Corp. is owned by Lester
Townes (Ebb) Hope (50%), Albert Zugsmith
(25%), Arthur B. Hogan (10%)) and Ashley L.
Robison (15%). Mr. Hope is 40.37% stockholder
of KOA-AM-TV Denver, Colo. Mr. Zugsmith is
37.5% stockholder of KVSM San Mateo, Calif.,
25% stockholder of KULA-AM-TV Honolulu,
Hawaii, 17.5% of KSHO Las Vegas, Nev., 17.5% of
KBMI Henderson, Nev., 9% of KBYE Oklahoma
City. Okla., 55.57% of KRKD-AM-FM Los An-
geles, Calif., 55.57% of KITO San Bernardino,
Calif. Mr. Hogan is 25% owner of KULA-AM-TV,
18% shareholder of KBYE, owner of KFOX Long
Beach, Calif., 18% shareholder of KSHO-TV and
KBMI. Mr. Robison is 75% owner of KOVO
Provo, Utah, 25% owner of Southern Calif. Bcstrs.
Inc., 9% owner of Great Empire Bcstg. Corp.,
Oklahoma City, Okla. Announced Oct. 31.
WCPM Cumberland, Ky. — Granted assignment
of license and cp from Edward F, Shadburne to
Cumberland City Bcstg., Inc. (Elmo Mills, presi-
dent; interests in WFTG London, Ky., and WNRG
Grundy, Va.); consideration $41,860.
WNGO-AM-FM Mayfleld, Ky.— Granted trans-
fer of control from R. B. Ligon and T. E. Brewer
to Charles W. Stratton and H. D. and Mose
Bohn; consideration $120,000; transaction not to
be consummated prior to time license for WKTM-
AM-FM Mayfield, are surrendered as proposed.
WOOW New Bern, N. C. — Granted assignment
of license to WBOF-TV Die. (75% owner WBOF
Virginia Beach, Va.); consideration $50,000.
WIIC (TV) Pittsburgh, Pa. — Granted relin-
quishment of positive control by P. G. Publish-
ing Co., through sale of stock to H. Kenneth and
Margaret M. Brennen and Mary Thelma Bregen-
ser; consideration $500,000. Announced Oct. 31.
KIHO Sioux Falls, S. D. — Granted transfer of
control from James A. Saunders to William F.
Johns Jr. (now 49% owner and interests in
WMIN St. Paul, Minn., WOSH Oshkosh, Wis., and
KMNS Sioux City, Iowa); consideration $33,555
for remaining 51%. Announced Oct. 31.
WROM-TV Chattanooga, Tenn. — Granted
transfer of control from Dean Covington as ex-
ecutor of Leon Covington Estate, Edward N. Mc-
Kay, Charles Doss and Mary W. Jessee to Martin
Theatres of Georgia Inc. (tv station WTVM
Columbus, Ga.); consideration $722,500.
WSKI Montpelier, Vt. — Granted assignment of
license to Green Mt. Bcstg. Co. Die. (David E.
Endman, president, has interests in WEBO
Owego and WTKO Ithaca, both N. Y.); consider-
ation $75,000 plus. Announced Oct. 31.
APPLICATIONS
WRMA Montgomery, Ala. — Seeks assignment
of license from The Southland Bcstg. Co. to
WRMA Bcstg. Co. Die. for $165,000. WRMA
Bcstg. is owned by OK Realty & Divestment Co.
of Atlanta, Ga. Other interest of owners:
WAOK Atlanta. Announced Oct. 31.
KDZA Pueblo, Colo. — Seeks involuntary trans-
fer of control of licensee corp. (Pueblo Radio Co.
Die.) to Dee B. Crouch, administrator of the
estate of Zula Seaton, deceased. Announced
Nov. 6.
WHCN Hartford, Conn.; WBCN Boston, Mass.;
WYCN New York, N. Y.; WXCN Providence,
R. I. — Seeks acquisition of positive control of
licensee corp. (Concert Network Inc.) by T.
Mitchell Hastings Jr. through purchase of stock
from John W. Guider for $45,000. Mr. Hastings
has been chairman of board of licensee corp. An-
nounced Nov. 1.
KYME Boise, Idaho — Seeks assignment of li-
cense from Radio Boise Die. to Keith E. Patterson
and Ellen D. Patterson for $84,000. Keith Patter-
son is manager of KONP Port Angeles, Wash.
Ellen Patterson is housewife. Announced Oct. 31.
WTAN Clearwater, Fla. — Seeks assignment of
license from WTAN Inc. to Clearwater Radio
Die. for $150,000. Clearwater Radio Inc. is owned
by H. Dennison Parker (51%) and others. An-
nounced Nov. 5.
WMMB Melbourne, Fla. — Seeks transfer of
control of licensee corp. (Melbourne Bcstg.) from
Erna Bessler to Harlan G. Murrelle, Myron W.
La Barr, David M. Simmons, Albert E. Theetge,
John T. Stethers and Howard L. Green for
$102,500. Mr. Murrelle is president and 16.66%
stockholder of WOND Pleasantville, N. J.; Messrs.
La Barr, Simmons, Theetge and Stethers are
16.66% stockholders of WOND; Mr. Green is
general manager of WOND. Announced Nov. 6.
WEAR Pensacola, Fla. — Seeks assignment of
license from Gulfport Bcstg. Co. Inc. to Florida
Radio and Bcstg. Co. for $112,500. Florida Radio
& Bcstg. is owned by Edward J. Oberle, H. R.
Playford, H. W. HoUand and Ed C. Wright (each
25%). Mr. Oberle is owner of WIVY Jacksonville,
Fla. Mr. Playford is board chairman and 25.6%
stockholder of Suncoast Cities Bcstg. Corp., St.
Petersburg, Fla. Mr. Holland is president and
25.7% stockholder of Suncoast Cities. Mr. Wright
is vice pres. and 25.6% stockholder of Suncoast
Cities. Announced Nov. 4.
WIKB Iron River, Mich. — Seeks assignment of
license from WIKB Inc. to Iron County Bcstg.
Corp. for $53,000. Iron County Bcstg. is owned
100%, initially, by Edwin Phelps Sr. Mr. Phelps,
attorney, is 40% owner of WTAY Robinson, 111.
Announced Nov. 4.
WDEB Gulfport, Miss. — Seeks assignment of
license from Denver T. Brannen to Electronics
Research Inc. of Evansville for $80,000. Elec-
tronics Research is owned by John B. Caraway
(50%) and Norma S. Caraway (50%). Mr. Cara-
way is in research and electronic mfg. Norma
Caraway is housewife. Announced Oct. 31.
WAAT-AM-FM Newark, N. J. — Seeks transfer
of control of licensee corp. (Bremer Bcstg.
Corp.) from Irving Rosenhaus, Matthew Rosen-
haus, Emanuel Pollack, Morton Pollack, et al.,
to National Telefilm Assoc. Inc. for total of $3.5
million (see WATV (TV) Newark, below). NTA
is publicly held corp., with listing on Amer-
ican Stock Exchange (for further information
see [GOVERNMENT, Nov. 4]).
WATV (TV) Newark, N. J.— Seeks transfer of
control of licensee corp. (Atlantic Television)
from Irving R. Rosenhaus, Matthew B. Rosen-
haus, Emanuel Pollack and Morton Pollack, et al.,
to National Telefilm Assoc. Inc. for total of $3.5
million (see WAAT-AM-FM Newark, above).
WMFD-TV Wilmington, N. C— Seeks transfer
of 60% of Class A common voting stock of per-
mittee corp. (WMFD-TV Die.) from Richard
Austin Dunlea and Louise M. Dunlea to Carolina
Bcstg. System Inc. and James W. Jackson for
$150,000 and $3,850, respectively. Carolina Bcstg.
Inc. owns WNCT (TV) Greenville, N. C. James
W. Jackson has soft drink and beer interests.
Announced Nov. 1.
WAND Canton, Ohio — Seeks assignment of li-
cense from P. C. Wilson to Dover Bcstg. Co. Inc.
for $150,000. Dover Bcstg. Co. is owned by Mrs.
Agnes J. Reeves Greer (99%) and others. Mrs.
Greer is president and 50.841% stockholder of
Broadcasting
November 11, 1957 • Page 107
FOR THE RECORD continued
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 1
Beaumont, Tex., ch. 6 (9-30-57).
AWAITING ORAL ARGUMENT: 8
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Cheboy-
gan, Mich., ch. 4 (6-21-57); Buffalo, N. Y.,
ch. 7 (9-13-57); Lubbock, Tex., ch. 5
(9-9-57); Mayaguez, P. R., ch. 3.
IN HEARING: 6
Alliance, Neb., ch. 13 (6-6-57); Greenwood,
Miss., ch. 6; Elk City, Okla., ch. 8; Ogden,
Utah, ch. 9 (7-3-57); Baton Rouge, La.,
ch. 18 (7-11-57); Beaumont-Port Arthur,
Tex., ch. 12.
IN COURT: 10
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Portsmouth, Va., ch. 10; Miami, ch. 10;
Knoxville, Tenn., ch. 10; Boston, ch. 5;
Springfield, 111., ch. 2; Charlotte, N. C, ch.
9: Biloxi, Miss., ch. 13; New Orleans, La.,
ch. 4; Orlando. Fla., ch. 9; Indianapolis,
Ind., ch. 13.
WAJR-AM-FM Morgantown, W. Va., president
and 99% stockholder of WJER Dover, Ohio, is
licensee and permittee respectively, of sta-
tions WKJF (FM) and WKJF-TV Pittsburgh, pa.
Announced Nov. 5.
WNAX Yankton, S. D.; KVTV (TV) Sioux
City, Iowa — Seek assignment of licenses from
Cowles Bcstg. Co. to Peoples Bcstg. Corp. for
$3,000,000. Peoples Bcstg. Corp. is owned by
Nationwide Mutual Insurance Co. Peoples Bcstg.
is licensee of WRFD Worthington, Ohio; WGAR-
AM-FM Cleveland, Ohio; WMMN Fairmont,
W. Va., and WTTM Trenton, N. J. Announced
Oct. 31.
KTWO-TV Casper, Wyo.; KTWX-TV Sheridan,
Wyo. — Seek assignment of permittee corp.
(Harriscope Inc.) to Harriscope Inc., Benjamin
Berger, Irving B. Harris and Donald P. Nathan-
son d/b as Rocky Mountain Tele Stations, for
$15,000 of Harriscope Inc.'s properties and $30,000
cash. Announced Oct. 31.
Hearing Cases
FINAL DECISIONS
By memorandum opinion and order of Nov,
6, Commission (1) denied petition by Radio
Dinuba Co. (KRDU) Dinuba, Calif., for review of
examiner's ruling allowing partnership doing
business as Radio KYNO (KONG) Visalia, Calif.,
to amend its application to substitute Air Waves,
Inc., as applicant and retaining amended applica-
tion in hearing status; (2) affirmed examiner's
ruling, and (3) found Air Waves, Inc., legally,
technically, and financially qualified to operate
the KONG proposal in am proceeding. By sepa-
rate memorandum opinion and order of same
date, the Commission denied petitions by KRDU
for enlargement of issues with respect to pro-
gram service and community needs and to signal
strength.
Commission announced its decision of Nov. 6
which (1) granted petition by The Good Music
Station, Inc., and RKO Teleradio Pictures, Inc.,
insofar as they request withdrawal of exceptions
and to reopen record, and denied petitions in all
other respects; (2) set aside Nov. 21, 1956 action
ordering reassignment of license and cp of sta-
tion WGMS Bethesda, Md., and license of WGMS-
FM Washington, D. C, from RKO Teleradio Pic-
tures, Inc., to The Good Music Station, Inc., and
postponing effective date of action granting as-
signment applications; and (3) affirmed and re-
instated July 18, 1956 grant of assignment of li-
censes and cp from The Good Music Station, Inc.,
to RKO Teleradio Pictures, Inc. Commissioners
Bartley and Ford abstained from voting.
By memorandum opinion and order of Nov. 6,
Commission (1) denied petitions by Greater Erie
Bcstg. Co. and Great Lakes Television, Inc., to
enlarge issues in Buffalo, N. Y., ch. 7 comparative
proceeding; and (2) on the Commission's own
motion, reopened the record and remanded the
matter to the hearing examiner to take evidence
on enlarged issues to determine location of the
proposed Grade A and B contours of three ap-
plicants, to determine, on a comparative basis,
the areas and populations within respective Grade
A and Grade B contours which may reasonably
be expected to receive actual service from the
applicants' proposed stations, and in event proof
under these issues shall establish that any or all
of three applicants will bring actual service to
areas and populations not served by either or
both of its competitors, to determine the number
of services, if any, presently available to such
areas and populations; orders examiner to issue
a supplemental initial decision.
Commission announced its memorandum opin-
ion and order of Oct. 30 which (1) affirmed May
8 decision granting application of Drew J. T.
O'Keefe, Jack J. Dash and William F. Waterbury
for new am station to operate on 1490 kc, 250 w,
U, in Levittown-Fairless Hills, Pa., and denying
competing application of Mercer Bcstg. Co., Tren-
ton, N. J.; and (2) denied Mercer petition for re-
consideration. Commissioners Craven and Ford
abstained from voting.
INITIAL DECISIONS
Commission on Oct. 31 ordered that initial de-
cision which looked toward grant of application
of Claremore Bcstg. Co. for a new am station to
operate on 1270 kc, 500 w, D, in Claremore, Okla.,
and which would have become effective on Nov.
4 pursuant to Sect. 1.853 of the rules, shall not
become final pending further review by the
Commission.
By order of Nov. 6, Commission made effective
immediately initial decision and granted applica-
ton of Nevada Radio-Television, Inc., for new tv
station to operate on ch. 10 in Elko, Nev.
By order of Nov. 6 Commission made effective
immediately initial decision and granted applica-
tion of Jefferson Bcstg. Co., Inc., for a new am
station to operate on 620 kc, 500 w, D, DA in
Louisville, Ky. ; engineering condition.
Hearing Examiner Charles J. Frederick issued
initial decision looking toward grant of applica-
tion of Port City Television Co., Inc., for new
tv station to operate on ch. 18 in Baton Rouge,
La.. Announced Oct. 31.
Routine Roundup
ACTIONS BY FCC
By order of Oct. 31, Commission extended
nunc pro tunc as of 3:01 a.m. EST, Oct. 17, 1957,
until such time as Commission shall take further
action in acordance with mandate of Court of
Appeals, permit to American Bcstg.-Paramount
Theatres Inc., to locate, use or maintain broadcast
studio or other place or apparatus in United
States for production of programs to be trans-
mitted or delivered to tv station XETV Tijuana,
Mexico, and this extension shall terminate in
all respects as of date of release of such further
action without further order of Commission;
further ordered that action on petitions by
Wrather-Alvarez Bcstg. Die. (KFMB, KFMB-
TV), San Diego, Calif., for immediate issuance
of cease and desist order continue to withhold
authorization pending resolution of proceeding
on merits, and to reopen record and enlarge
issues, is deferred pending reconsideration of
mandate of the Court of Appeals.
Commission on Nov. 6 scheduled following
proceedings for oral argument on Nov. 25:
Star of the Plains Bcstg. Co., Slaton, Tex., and
Plainview Radio, Plainview, Tex.; and
Lawrenceville Bcstg. Co., Lawrenceville, 111.,
and Southern Indiana Bcstrs. Inc., Newburgh,
Did.
PETITIONS FOR RULE MAKING FILED
Gulf Television Corp, KGUL-TV Galveston,
Tex. — Petition requesting amendment of Sec.
3.606 (b) of rules to delete ch. 11 from Galveston,
Tex., and reassign same to Houston, Tex. Peti-
tioner also requests mod. of KGUL-TV's license
to specify operation on ch. 11 in Houston jn
lieu of ch. 11 in Galveston be made effective on
same date that reassignment of ch. 11 is made
effective. Announced Nov. 1.
Lion Television Corp., WDAM-TV Hattiesburg,
Miss. — Petition requesting amendment of Sec.
3.606 to assign ch. 9 to Baton Rouge, La., and
delete same from Hattiesburg, Miss., contingent
upon (1) issuance of order to show cause why
license of WDAM-TV should not be modified to
specify operation at Baton Rouge, La.; (2) sur-
render by Modern Bcstg. Co. of Baton Rouge,
Inc. of its license to operate WAFB-TV (ch. 28)
Baton Rouge prior to the commencement of
operation by WDAM-TV (ch. 9) Baton Rouge,
and (3) mod. of cp of Laurel Television Co. io
specify operation from present site of WDAM-
TV as of time WDAM-TV ceases to operate ch. 9
at Hattiesburg, Miss. Announced Nov. 1.
Wm. Penn Bcstg. Co., WPEN-FM Philadelphia,
Pa. — Petition requesting amendment of Sees.
3.293, 3.294 and 3.295 of rules so that fm stations
engaged in specialized services such as back-
ground music may broadcast on multiplex basis
if they wish, but shall not be required to do 60.
Announced Nov. 1.
ACTIONS ON MOTIONS
By FCC on October 31
On petition by Dispatch Inc., WICU (ch. 12)
Erie, Pa., Commission on Oct. 30 granted exten-
sion of time for filing comments from Nov. 5
to Nov. 12 in tv rule-making proceedings involv-
ing Erie, Pa.; Akron-Cleveland, Ohio; Clarksburg
and Weston, W. Va.; Flint-Saganaw-Bay City,
Mich.
By Commissioner Rosel H. Hyde on October 29
Granted petition by the Broadcast Bureau for
extension of time to Nov. 7 to file responses to
"Petition for Revision of Hearing Issues" and
"Petition to Enlarge and Change Issues" filed
by Evangeline Bcstg. Co. Inc. and Acadian Tele-
vision Corp., respectively, in proceeding on ap-
plications of KTAG Associates (KTAG-TV) Lake
Charles, La., for mod. of cp to change from ch.
25 to ch. 3 and Evangeline Bcstg. Co. Inc. and
Acadian Television Corp., for cps for new tv sta-
tions to operate on ch. 3 in Lafayette, La.
By Hearing Examiner Elizabeth C. Smith
on October 29
Granted petition of Bosque Radio, Clifton, Tex.,
for leave to amend its am application to present
engineering changes which may show that pro-
posed operation meets requirements of Com-
mission, particularly Sec. 3.28 (c), and applica-
tion as amended is removed from hearing docket
and returned to processing line.
October 30
By Hearing Examiner Basil P. Cooper
Granted petition of Basin Bcstg. Co., Durango,
Colo., insofar as requests leave to amend its
application to submit new engineering proposal
requesting authority to construct Class IV sta-
tion to operate on 1240 kc in lieu of 1490 kc
presently requested; application as amended is
removed from the hearing docket.
By Chief Hearing Examiner
James D. Cunningham
Granted petition of Jack A. Burnett for dis-
missal of application without prejudice and re-
tained in hearing status application of Beehive
Telecasting Corp., both for cps for new tv sta-
tions to operate on ch. 11 in Provo, Utah.
By Hearing Examiner Millard F. French
By agreement of parties, ordered that exchange
of exhibits in proceeding on am application of
WNAB Inc. (WNAB) Bridgeport, Conn., shall
take place on Dec. 10.
By agreement of parties in proceeding on ap-
plications of Sarkes Tarzian Inc. and George A.
Brown Jr., for cps for new tv stations to operate
on ch. 13 in Bowling Green, Ky., ordered that
prehearing conference which was continued on
July 22 to a date to be set by further order, is
Continued on page 113
ALLEN KANDER
NEGOTIATORS FOR THE PURCHASE AND SALE
OF RADIO AND TELEVISION STATIONS
EVALUATIONS
FINANCIAL ADVISERS
WASHINGTON
1625 Eye Street, N.W.
Washington 6, D. C.
NAtional 8-1990
NEW YORK
60 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-4242
CHICAGO
35 East Wacker Drive
Chicago 1, Illinois
RAndolph 6-6760
Page 108 • November 11, 1957
Broadcasting
CLASSIFIED ADVERTISEMENTS
Payable In advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 2<ty per word — $2.00 minimum • HELP WANTED 25* per word — $2.00 minimum.
• All other classifications 30^ per word — $4.00 minimum. • DISPLAY ads #20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting expressly repudiates any liability or responsibility for their custody or return.
RADIO
Help Wanted
New full time in metropolitan market of 640,000
staffing. Sales, pd, sports and other. Want pros.
Challenging opportunity. WMNI, 1375 Sunbury
Rd., Columbus, Ohio.
Management
Manager wanted immediately for radio station
in metropolitan Canadian city. The right man
should be strong on sales and promotion and
willing to accept real challenge to build up
station. Excellent opportunity for man not
afraid of plenty of work at least for the first
year. Excellent salary and incentive. Also
wanted, three salesmen. Rush full details and
previous experience to Box 718B, BROADCAST-
ING.
Sales minded station manager. Also need an ac-
count executive for outstanding Florida station.
All replies confidential to Box 789B, BROAD-
CASTING.
Need a combo manager-salesman for small
southwest single market. Must be capable of
personal sales, as well as organizational ability
to train others in competitive market. Must have
knowledge of agency and regional accounts.
Box 802B, BROADCASTING.
Manager-salesman-promoter for solid, excellent
home-town station. Contact Bevins, WMLF, Pine-
ville, Kentucky.
Sales
Good opportunity in Wilmington, Delaware for
experienced man who can sell radio. Guaranteed
$125 per week against 15%. Personal interview
necessary. List age, education, experience, pres-
ent billing. Box 685B, BROADCASTING.
Illinois station has opening for salesman. Estab-
lished territory, straight commission. If you're
worth $7,000 a year, write Box 794B, BROAD-
CASTING.
Aggressive, dependable salesman for midwest
market. Guarantee plus commission. Box 858B,
BROADCASTING.
Sales manager, have proven ability? Strong
Detroit independent offers unlimited possibili-
ties with growing chain. Good salary plus. Box
892B, BROADCASTING.
Immediate opening for experienced local sales
manager. Excellent opportunity for qualified man
with top, fulltime station in flourishing market.
Send full particulars in first letter to General
Manager, WCLI, Corning, New York.
We are looking for a saleslady to assist in radio
time sales. We would like one with either agency
or station experience. A guaranteed salary plus
commissions to handle specialty accounts. Some
air time if desired. Send photo and full informa-
tion. WFRO, Fremont, Ohio.
Immediate opening for experienced salesman.
Established accounts and market. Guarantee
against commission. This is a well paying posi-
tion for the ambitious salesman. Send full in-
formation, experience and photo. You will be
called by phone for personal interview if your
qualifications meet requirements. Contact Robert
F. Wolfe, WFRO, Fremont, Ohio.
Write your own ticket! Sales opening at WLOB,
Portland's top station and key Lobster Network
outlet, means opportunity for top man. Grow
with us! Contact Mel Stone, WLOB, Portland,
Maine.
Sales man immediately. Station WQIC, Meridian,
Miss. 100% negro programmed, 5 kilowatt. Ex-
cellent opportunity, $100 week guarantee against
15%, car expenses furnished. Experience neces-
sary. Jay Gilbert, 2306 4th Street, Meridian,
Miss.
Announcers
Florida top-notch pop DJ. $100 week to start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, BROADCAST-
ING.
RADIO
Help Wanted— (Cont'd)
Announcers
Disc jockeys: Know your music? Station with
more listeners than all competitors wants two
men. Outstanding Storz style dj, also combo
man. Openings in sixty to ninety days. Move
up fast and make more money in expanding
Illinois operation. Send tape and pic with com-
plete resume. Box 555B, BROADCASTING.
Need immediately: Top production announcer for
southern Alabama outstanding CBS affiliate.
Music — news. 30,000 population. Excellent pay
for right man. Must have good voice, be quality
and production conscious, collect and write news.
Need man full of enthusiasm for new radio con-
ceptions. Send full resume, tape of production
work and salary requirements to Box 702B,
BROADCASTING.
Need tape, resume, photo from versatile an-
nouncer. 50 kw central New York station. Box
762B, BROADCASTING.
Immediate opening for staff announcer qualified
also as newsman. 1,000 watt independent near
Chicago. Personal interview necessary, detail
age, education, experience in resume. Box 821B,
BROADCASTING.
Program director-announcer for 5000 watt station
in New England. Must be mature, responsible
and able to handle personnel. Send resume and
tape with news, commercials and sample music
program. Box 835B, BROADCASTING.
Tv affiliated first station in five-station midwest
medium market desires capable board-operating
morning man with sound staff qualifications and
television potential. No eccentrics considered.
Address tape, resume, snapshot and require-
ments to Box 863B, BROADCASTING.
In and around Dallas, Texas, we need good an-
nouncers, no dj's please. Must know good music,
send tape and resume to Box 875B, BROAD-
CASTING.
Top morning man for regional independent in
growing community. Send tape and resume to
KFRD, Rosenberg, Texas.
Experienced announcer. Can also sell at high
percentage, to later become commercial man-
ager. Contact Dr. F. P. Cerniglia, Radio Station
KLIC, Monroe, Louisiana, Fairfax 3-4617.
Announcer with first phone, no maintenance,
contact G. C. Packard, KTRC, Santa Fe, N. M.
Announcer with approximately one year experi-
ence looking for permanency and a real future,
for morning show. Send tape, resume and pic-
tures to WARK, Hagerstown, Maryland.
Announcer-newsman who would like to take
over complete news department. Must be able
to gather, write and broadcast. Good oppor-
tunity in a good news station. WBYS, Canton,
Illinois.
Experienced staff dj. All-round man. WKLZ,
Kalamazoo, Michigan.
Announcer, 250 watt established station. Good
salary. Experience not essential. Send tape and
resume to Manager, WNBZ, Saranac Lake, New
York.
Negro announcers experienced, immediately.
WQIC, 5 kilowatt, Meridian, Miss. 100% negro
programmed. Jay Gilbert, 2306 4th Street,
Meridian, Miss.
Fulltime 5 kw, independent, wants pop dj who
can do news, and who wants to become a mem-
ber of growing organization. Start at $75.00 per
week. Send tape, resume and photo to T. C.
Hooper, Radio Station WQOK, P. O. Box 298,
Greenville, S. C.
Wanted, announcer with first phone by stable
newspaper owned stations. Experience preferred
but not necessary if can read commercials and
newscasts well. Call collect, Fred Gresso, WRSW,
Warsaw, Indiana.
Experienced Michigan staff announcer. Sports or
farm background helpful. Call Twinbrook
3-7551, Bay City, Michigan.
RADIO
Help Wanted— (Cont'd)
Technical
Engineer-announcer with first class ticket for
clear channel Alabama station. Good pay and
pleasant working conditions. Send tape and re-
sume to Box 775B, BROADCASTING.
Need an engineer-announcer for small southwest
single market. Prefer man from the southwest.
Box 801B, BROADCASTING.
Wanted engineer for 5000 watt network affiliate,
south, must stay sober, be cooperative, energetic
with good character. Full information photo,
references required first letter. Box 804B,
BROADCASTING.
Chief engineer, immediate opening, 5 kw fulltime
midwest directional. Wonderful opportunity. Box
831B, BROADCASTING.
Engineer, first class technical announcer. Inter-
esting work. Must have small town experience.
Fine future. Write. Box 910B, BROADCASTING.
Combination engineer-announcer needed imme-
diately. Good salary. Excellent working con-
ditions. Call, wire or write Les Ryder, KCIL,
Houma, Louisiana.
Chief engineer-announcer send tape and resume
to KWOW, Pomona, California.
Technical supervisor take charge well equipped
am-fm operation. New Gates kilowatt am, GE fm
transmitters, remote controlled. Applicants must
have several years all-around maintenance ex-
perience. Excellent opportunity for engineer
preferring station which maintains A-l equipment
condition. Contact Ray Cheney, WMIX, Mt.
Vernon, Illinois.
Production-Programming, Others
Local newsman, small New England city. We
want man who can "leg a beat," write and do
news broadcasts. Preferably a New Englander
but not a must. Salary open. Box 867B, BROAD-
CASTING.
North central Ohio independent needs live-
wire program director. Must be qualified to
handle department. Need a leader, not a dream-
er. Box 876B, BROADCASTING.
Someone to handle traffic and some correspond-
ence. Progressive station. Northwest North Caro-
lina. Wonderful climate. Excellent pay to the
right person. Box 882B, BROADCASTING.
Program director for Houston, Texas radio sta-
tion. Requirements are: idea man able to come
up with audience — producing gimmicks and pro-
motion, and with recent experience in all phases
of modern programming. A good production
man capable of originating, writing and pro-
ducing salable spots. A forceful personality
capable of assuming command of the an-
nouncing staff and complete operation of the
station. A detail man capable of becoming the
right hand man to the manager. Good starting
base pay plus incentive bonus based on results.
Opportunity to advance with an organization
owning seven stations. Give complete details
first letter including picture and starting pay
desired. Box 914B, BROADCASTING.
Program director-office manager. KOKA, Shreve-
port, Louisiana. No air work. Good executive
ability. Growing radio group. Need man to ad-
vance with group. Family man, southerner 24-
30. Salary commensurate. Immediate. Send photo
resume air mail; William Anderson, Manager,
KOKA, Box 3605, Shreveport.
Copywriter. Experienced. Send details. WEOK,
Poughkeepsie, N. Y.
Broadcasting
November 11, 1957 • Page 109
RADIO
RADIO
RADIO
Help Wanted— (Cont'd)
Production-Programming, Others
Newsman, no experience necessary. $60 week to
start. Journalism background preferred. Enthus-
iasm desired. No clock watchers please. Contact
News Director, Ed Leonard, WICH, P. O. Box
629, Norwich, Connecticut, pronto.
Newsman. Radio-television, capable leg and air
man with small market station experience who
can gather, write, and air news; journalism
education background preferred; married; vet-
eran; stable and dependable with good refer-
ences; one who wants a permanent berth in a
news department which has twice received na-
tional recognition. Scale starts at $85 for 40
hours. Salary commensurate with experience
and ability. Write or phone W. P. Williamson,
WKBN. Youngstown, Ohio. Sterling 2-1145.
Program director white. Radio Station WQIC,
immediately. 5 kilowatt, 100% negro programmed
station, WQIC, Meridian, Miss. Experience in
negro programming helpful but not necessary.
Top salary to right man. Jay Gilbert, 2306 4th
Street, Meridian, Miss.
RADIO
Situations Wanted
Management
Seeking first opportunity as manager. Ten years
radio-tv-theatre. 30, married, mature. Box 862B,
BROADCASTING.
Seeking job manager small station southern
states working interest or salary. Experienced
announcing, sales programming. Not a super
radio man, just plain common sense. Ambitious.
References. Available immediately. Box 884B,
BROADCASTING.
17 years successful radio! Selling ray 50% of
station to dissolve partnership. Now in market
for new property or managership for responsi-
ble persons. Thoroughly conversant with all
phases of radio. Young (34), aggressive. Family
man. Prefer station that needs help, but not a
"shoe-string" operation Box 904B, BROADCAST-
ING.
Sales
Combo salesman, air personality. Mature, well-
known, reliable. Grossed $100,000 in past year.
Wishes to relocate for '58— on! Box 889B,
BROADCASTING.
Experienced radio-tv salesman. Strictly on com-
mission basis. No salary, no advance, no draw.
If you want new accounts, greater volume,
higher profits, write or wire P. O. Box 1232,
Coral Gables, Florida.
Announcers
2 years experience. Strong music, Basie to
Beethoven. News, write continuity and copy.
Tops on board. Box 525B, BROADCASTING.
Young announcer. Has experience. Personality.
Audition in person or tape on request. Will
travel. Improvement and advancement goal.
Start immediately. Box 753B, BROADCASTING.
DJ beginner, capable, eager to please, salary
second to opportunity. Grad N. Y. radio school.
Tape and resume immediately on request. Box
785B, BROADCASTING.
Girl personality, dj, run own board, eager to
please. Free to travel, gimmicks and sales. Box
786B, BROADCASTING.
Personality-dj. Strong commercials, gimmicks,
etc., run own board. Steady, eager to please, go
anywhere. Box 787B, BROADCASTING.
Music-news — announcer-ticket, no maintenance,
some experience. $400 minimum. Box 806B,
BROADCASTING.
Hey you, Mr. Station Manager, are you looking
for a dj to do an afternoon or late nite show?
Look no further. I'm 20 years old, 2V2 years ex-
perience, know all types of music, top 10-bottom
50-you name it, 3rd ticket. No hours too long,
no station too small. Presently employed. Don't
hesitate, here is the disc jockey you need. Write
Box 854B, BROADCASTING.
Announcer: Radio-tv. Mature, friendly, appealing
"sell" voice. Versatile, conscientious. Seeking
position with permanency and future. Production-
minded, capable writer. Box 855B, BROADCAST-
ING.
Situations Wanted — (Cont'd)
Announcers
Commercial announcer — 14 years experience in
all facets of commercial radio. PD to sales.
Married, 30 years old, sober. Desire large market
50 kw radio. Presently pd of indie operation.
Best of references from every past employer.
Box 856B, BROADCASTING.
Announcer: minor experience with plenty of
ambition. Looking for chance to learn — can han-
dle board. Salary no object. Box 857B, BROAD-
CASTING.
Westward ho! Personality deejay who can really
sell! Sponsors recommend me! 6 years experience.
Excellent voice, versatile, smooth production,
refreshing delivery, good references. Present
salary $125.00. Know radio and record business
thoroughly. Desire California, or large market
west or southwest. Box 860B, BROADCASTING.
Presently with North Carolina five kilowatt an-
nouncing, selling, maintaining equipment (first
phone), and handling various other tasks. Prob-
lem: no room for advancement. Young, in-
dustrious, married, veteran. Box 864B, BROAD-
CASTING.
DJ/announcer, married, flexible personality,
sales and advertising background, recent radio
school graduate, interested in immediate open-
ing. Box 870B, BROADCASTING.
Experienced announcer desires position as an-
nouncer. Several years experience and college
graduate. Box 871B, BROADCASTING.
DJ — love popular music, fast informal show,
good production, responsibility. College grad-
uate, veteran. Second phone, first-December, H'2
years experience. Prefer Florida, consider all.
January. Box 874B, BROADCASTING.
Highly experienced deejay now in top market.
Negro. Great voice. Hipster. First phone. Box
887B, BROADCASTING.
Polished announcer, first ticket, metropolitan
am or fm station programming concert or
"good" music. Box 890B, BROADCASTING.
Three ways better! DJ copywriter and artist.
Four years experience. Available now! Box
894B, BROADCASTING.
Staff announcer, experienced in dj commercial
writing and can operate own board. Desire to
relocate. Box 895B. BROADCASTING.
Negro dj, 26 years. Married, stable. Three years
experience. Can supply best references. Trained
in Storz programming. Strong on news and
ad-lib. Want to get ahead. Midwest, north pre-
ferred— no deep south. Tape and resume on
request. $100 minimum. Am worth it. Box 897B,
BROADCASTING.
Basketball announcer, 7 years experience. Finest
of references. Excellent voice. Box 898B, BROAD-
CASTING.
Morning, noon, nightman! Personality dj, news,
sports play-by-play color. First phone. Run own
board. Single, veteran, 26, 2l/2 years experience.
Go anywhere! Box 900B, BROADCASTING.
Announcer, first phone, no maintenance, ex-
perienced, college, married, veteran, employed.
Box 903B, BROADCASTING.
Ambitious young sportscaster seeking fulltime
sports job with radio-tv combo, preferably mid-
west. Well-versed all sports. Fine references.
Married, college, Box 878B, BROADCASTING.
Have experience: Staff radio announcer (news,
sports, dj ) radio sales, servicing, copywriting, tv
production-major program. Will travel. Any-
where to do any or all of above. For resumes,
tapes, write: Box F, 250 Brower Avenue, Rock-
ville Centre, N. Y.
Good experienced pops-standards deejay, news-
caster. Smooth delivery. Relocating Michigan,
Ohio, Indiana. Small or large station. 25, married,
college, draft exempt. Not a drifter. Have even
been successful in southern border state. Negro,
no racial accent. References. I'm good; available
for personal interview. Carter, 381 Holbrook,
Apt. 210, Detroit.
Announcer-salesman, graduate, mature, strong
on commercials, wants experience at small sta-
tion. Salary unimportant. Will go anywhere. W.
Gouveia, 116 Lime Street, Englewood, Calif.
1st phone combo man, tv or radio, ready to
travel, west coast bay area preferred. Married
veteran, have training, want experience. Write
to: Richard Snyder, 5910 Sunset Blvd., Hollywood,
Calif.
Situations Wanted — (Cont'd)
Technical
Chief engineer-announcer south or southwest.
Box 814B, BROADCASTING.
114 years experience as chief engineer, direction-
al, 20 years old, married, have car, radio or tv.
Prefer midwest. Box 851B, BROADCASTING.
Experienced chief engineer best of references
desires position California or southeast. Box
852B, BROADCASTING.
Engineer, 1st phone, experienced am and fm
transmitter, studio, remotes and recording. Will
relocate. Available immediately. Box 865B,
BROADCASTING.
Chief or other responsible position, over 12 years
experience, recent technical school graduate.
Box 879B, BROADCASTING.
Electrical engineer graduate. Eight years broad-
cast experience. Equipment maintenance and
design. Seeking job chief engineer. Location
North or South Carolina. Box 906B, BROAD-
CASTING.
Family man with technical school and 5 years
radio and tv servicing, first phone, would like
transmitter work. Dependable, sober, will cor-
respond. Box 907B, BROADCASTING.
Experienced chief engineer wants permanent
position. Reasonable salary. Licensed. Box 911B,
BROADCASTING.
Engineer, experienced, 1st telephone license, de-
sires employment in or near the Philadelphia
area. Write E. J. Bush, 2558 West Chester Pike,
Broomall, Penna.
First phone man with four years experience in
radio and television broadcasting. Last two
years in tv. $75.00 per 40 hours minimum. Ben
Louie, P. O. Box 78, Cloverdale, Indiana.
Production-Programming, Others
News editor. Ten years all phases. Currently
with California fifty kw. Prefer far west. Box
816B, BROADCASTING.
Continuity director. Woman. 9 years radio-tv
experience. Versatile. Efficient. Available im-
mediately. Excellent references. Box 845B,
BROADCASTING.
Assistant program director seeking program di-
rector position; 8 years radio; excellent back-
ground and references; heavy music-news;
presently employed. Box 859B, BROADCAST-
ING.
Gal Friday, available, experience in program
department. Ambitious, will travel. Box 869B,
BROADCASTING.
Reliable married man desires steady position as
news-sports director or announcer with station
in Wisconsin or northern Illinois. Ten years ex-
perience with emphasis on news, sports and
special events. Box 872B, BROADCASTING.
TELEVISION
Help Wanted
Management
TV station operations manager with full know-
ledge of film programming for network affiliate
in southwest market of 200,000. No network or
agency personnel. Box 915B, BROADCASTING.
Announcers
Immediate opening new CBS station with Jan-
uary air date needs good straight announcers,
also directors. Local station level experience a
must. Medium market, desirable north central
location. Good scale, other benefits. Tell all first
letter and include resume pic, tape, etc. Box
909B, BROADCASTING.
We'll hire a mature commercial announcer,
strong on ad-lib. We're #1 in a 3 station mid-
west market. Box 880B, BROADCASTING.
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B, BROADCASTING.
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
Urgently needed: Tv equipment design engineer,
supervisory transmitter engineer, and tv news-
caster. Excellent midwest location. Box 901B,
BROADCASTING.
Page 110 • November 11, 1957
Broadcasting
TELEVISION
TELEVISION
Help Wanted — (Cont'd)
Situations \S7anfp<4 ( Cnnt'rf^
Technical
Production-Programming, Others
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee,
Wisconsin.
Production-Programming, Others
Tv film editor wanted for leading Florida sta-
tion. Young man with complete knowledge film
operation, primary interest film. Send resume,
photo and salary requirements. Box 886B,
BROADCASTING.
Artist needed by California network tv station
at once to complete promotion department ex-
pansion. Man or woman (woman preferred) for
creative artwork as well as layouts, ads, promo-
tion pieces, etc. Would like to find someone who
can "double in brass" doing some writing as
well as clerical duties in promotion department.
Please send all details, references, photo and
samples first letter to Clarke Bradley, KSBW-
TV, P. O. Box 1651, Salinas, California.
TELEVISION
Situations Wanted
Management
Hard-working 40-year old sales manager wants
permanent position with vhf as manager or
sales manager. Fourteen years experience all
phases broadcasting. Can sell and can handle
men. Good family man, finest character and
references. If you want sales and profits, I'm
your man! Box 853B, BROADCASTING.
Advertising-promotion manager. Ten years ex-
perience. Seeking position with tv station or
group of stations. Consumer and market re-
search background. Age 34, married, and a grad-
uate of Northwestern Universitv, economics and
journalism. Western U. S. preferred but not a
must. Excellent references. Box 888B, BROAD-
CASTING.
Sales
I have good record and can make you money.
Want good sales position offering permanence
and opportunity. Eleven years experience. Fine
references. Box 866B, BROADCASTING.
Announcers
Seeking job as staff announcer radio-tv. Thor-
oughly trained. Live commercial experience.
Pleasing voice, personality. Tape available. Box
369B, BROADCASTING.
Experienced announcer, presently employed in
radio, desires advancement to tv. Single, 27,
veteran. Tape, resume available. Box 908B,
BROADCASTING.
Production-Programming, Others
Talented, imaginative director-announcer-air
personality seeks new opportunity. 4 years tv,
all phases. Top weathercaster, children's person-
ality, cartoonist. Solid programming-production
background. Box 792B, BROADCASTING.
News-public affairs director. With top network
13 years. Available first of year. Thirty-five years
old. Searching for top station in Los Angeles
area anxious to improve news ratings and win
awards. Write Box 836B, BROADCASTING.
Production manager. Live television production,
film production, photo lab management, art
supervision. Experience in establishing produc-
tion procedures in new station. Resume avail-
able. Box 850B, BROADCASTING.
Program manager. 7 years in comm. tv, 2 years
general manager of ad agency. Experienced as
director-producer-announcer- writer-account ex-
ecutive-weather-news-movie-still-SOF photogra-
phy. Under thirty, married, will relocate. Box
~J, BROADCASTING.
Four top promotion-merchandising awards in
one year! If your tv station needs a budget wise,
top-grade p-m director, write or wire Box 873B,
BROADCASTING.
Radio news director in 2-million market desires
change to tv in southwest or California. $160
plus talent per week start. Box 881B, BROAD-
CASTING.
Newspaperman wants in tv news, could learn
camera. Some radio newscasting, 6 years dailies,
now $110 reporter-photographer on metro. Vet,
j-grad, 31, married. Box 883B, BROADCASTING.
Photographer. Experienced news and commer-
cial, complete equipment; family; locate any-
where. Box 893B, BROADCASTING.
Director-producer-writer, 4 years major market
broadcasting. Creative, versatile, award winner
in production and organization; yet budget con-
scious. Veteran, 25, single. BA with advanced
work. Prefer California, especially SF bay area
station or agency. Write for resume now. Box
899B, BROADCASTING.
FOR SALE
Stations
Central Washington State: 250 watt fulltirne.
network affiliate in booming county seat city.
Station headed for $80,000 gross this year. Own-
ers taking out near $30,000. Price $90,000 with
$10,000 receivables to buyer. Terms 29 per cent
down. Balance in 5 years. Box 905B, BROAD-
CASTING.
$1000.00 monthly net income from operating
sound recording and motion picture studio.
Capable staff. Owner retiring for health. Also
income from aoartments in buildings. Price
$130,000. Buildings and equipment worth $75,000.
Full details and brochure to responsible par-
ties. Addition of transmitter and license would
also create luxurious broadcast station. Box
912B, BROADCASTING.
Twin City investment groups seek selected mid-
western radio and television properties for im-
mediate investment. Substantial cash down pay-
ments assured. All inquiries handled with con-
fidence and discretion. Herb Gross Associates,
253 Plymouth Building, Minneapolis, Minnesota.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
400 foot Blaw-Knox heavy duty DGN square
guide tower, lights, weight 42,000 lbs., disman-
tled withdrawings $3,500. Box 891B, BROAD-
CASTING.
Complete Rust remote including 1080A, 1081A
units, off air monitor receiver, relays, actuator,
fine working, like new, half price, $1000. KSPR.
Casper, Wyoming.
For sale: 38 Pc Prodelin 635-100R 3Vb" 50 ohm
Telflon transmission line. 38 Pc. Prodelin 835-302R
50 ohm anchor insulator. 30 RCA Ml 19113-33 long
non-insulated 3Ve" coax spring hanger. All items
used less than 60 days. Priced well below new
cost. C. E. Wallace, WANE-TV, Fort Wayne,
Indiana.
For sale, two Fairchild 524A1 transcription tables,
in good condition. Reasonable. WHRV, Box 608,
Ann Arbor, Michigan.
Portable battery Tapak $135. Write, phone for
details. Also VM recorder. WMBS, Uniontown,
Pa.
Available immediately 200 foot self supporting
CN Blaw Knox tower. Six years old. WWIN,
Baltimore, Md.
For sale: Ampex 350, 350-2, 600, 60, 601-2, and A
series available from stock at Grove Enterprises,
Roslyn, Pa., TUrner 7-4277.
WANTED TO BUY
Stations
Experienced radio executives want to lease sta-
tion— option to buy. Major market, never mind
profits, iust have good signal and potential. Box
780B, BROADCASTING.
Sportscaster wants to invest in midwest radio
station. New or established. Small-medium mar-
ket. Box 877B, BROADCASTING.
Stations wanted! New Mexico, Texas, Colorado,
Oklahoma, Louisiana, Kansas, Arkansas, Mis-
souri. Private service. Ralph J. Erwin. Broker.
The Tuloma Building, Tulsa.
RADIO STATIONS FOR SALE-
PACIFIC NORTHWEST
Exclusive. Captive market. Owner
is ill and must sell. New equip-
ment. Daytimer.
Only $30,000 with $8,000 to $10,-
000 down for qualifying buyer. .
SOUTHWEST FULLTIME
Located in growing competitive
market. Tight operation. Ideal fam-
ily setup. New Equipment.
Asking $25,000 with half down.
Our NATIONAL organization has fine
properties to offer you throughout the
whole United States. Why not contact
us today and let us know what you
want?
EASTERN FULLTIME
Excellent property in a rich agri-
cultural area. Well equipped.
Well accepted. Gross about $50,-
000.
Asking $65,000 with 29% down.
ROCKY MOUNTAIN
Full time station. Has grossed
$107,000 to $109,000 year. Earned
$40,000 net before taxes and man-
agement for 3 years.
Asking $125,000 with 29% down.
Good terms on balance.
JACK L. STOLL
& ASSOCIATES
A NATIONAL ORGANIZATION for
the sale of Radio & TV Stations
6381 HOLLYWOOD BLVD.
LOS ANGELES 28, CALIF.
Hollywood 4-7279
Broadcasting
November 11, 1957 • Page 111
WANTED TO BUY— (Cont'd)
Equipment
Wanted — Used RCA TVM-1A microwave, used
RCA TK-31A camera. New or used fm transmit-
ter, antenna, co-ax, fm frequency and modulation
monitors. Box 705B, BROADCASTING.
Wanted, 10 kw am transmitter and accessories
including monitors and studio equipment. Box
841B, BROADCASTING.
RF bridge, give type, price, condition. Box 847B,
BROADCASTING.
Wanted: 3 kw fm transmitter. Box 902B, BROAD-
CASTING.
Wanted, used WE or ML 222-A hv rectifier tube.
WHAM Radio, Rochester 3, N. Y.
250 watt RCA or Gates fm transmitter. 4 bay
rmg, side mount, fm Ant. small remote control.
Pierce Lackey, WPAD, Paducah, Kentucky.
Used television remote equipment. Contact
Chief Engineer, WTVH, 234 North Madison Ave.,
Peoria, Illinois.
3 or 5 kw fm transmitter, accessories, antenna.
Best price. Quote shipping charges. FM Broad-
casters, Inc., 708 5th Avenue South, Seattle,
Washington.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30, Pa.
INSTRUCTIONS
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive .
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
RADIO
RADIO
RADIO
Help Wanted
Announcer
% JOSH DISKIES t
jf TOP STATION, TOP MARKET |
Needs hot D.J. to build 4 hour shows and +
J become top man in market. Rush tape, res- J
ume, money needs to Dick Lawrence, Director ^
J Programming and Promotion, WBNY, Buffalo, "fc
^ New York. £
Help Wanted— (Cont'd)
Announcers
PERSONALITY DJ
If you are a dj who is a personality on a
minimum of talk and who can follow
sound music policy, WSBA, York, Penn-
sylvania has an attractive position for
you. Salary open. Send tape and complete
information to Program Director.
ONE OF AMERICA'S
LEADING INDEPENDENTS
in top 20 market soon moves out
into other major areas. We're now
recruiting talented, experienced
jocks and newsmen ready to join
young, aggressive, dynamic group
operation. Solid, mature, non-fran-
tic success-proved broadcasters in-
vite your tape and resume. Send to
Bill Burns, Pgm. Dir.
Gordon Broadcasting Co.
HOTEL SINTON • CINCINNATI 2, OHIO
RADIO
Situations Wanted
Announcer
ANNOUNCER
PROGRAM-DIRECTOR
Desires employment in large eastern mar-
ket as DJ-PD or both. Network caliber,
12 years experience. $15,000 minimum
salary. Family man wants security. Pres-
ently employed 5000 watt independent.
Best agency recommendations.
Box 861B, BROADCASTING.
7ZZZZZZZZZZZSZZZZZZZZZZZZZZSZZZ22ZZZZZZZZZZZ2ZZZZZZZZZ^
PAY-TV OPPORTUNITY
Television station in prosperous and growing city of
210,000 population. Ideal opportunity for early en-
try into prosperous Pay-TV. Includes 60,000 square
feet of valuable land well located, 5,260 square feet
tile and cement block building fully equipped and air
conditioned, 450 foot tower, RCA transmitter and
Channel 17 radiator. Will sell for less than replace-
ment cost on favorable terms.
Box 820B, BROADCASTING %
Situations Wanted — (Cont'd)
Management
Station Management-Sales
Executive
Now Available
Due to change in station ownership. Ex-
cellent record (Metropolitan Market) in
both radio and television. Well-estab-
lished contacts among advertising agen-
cies, networks and industry.
Box 913B, BROADCASTING
Sales
r
SALES ORGANIZER
Has Contacts — Will Travel
1
IF — YOU are selling, and especially
a NEW Service, Programs, or Prod-
ucts to Broadcasters which offers
an interesting potential, my inti-
mate acquaintance with most of
them in every section of the U. S.
and Canada, and established as j!
I directed sales for a well-known
National Organization for over 20
years, can be used to a very defi- V
nite mutual advantage
Box 896B, BROADCASTING
:xic
3 very deti- *
.Write
lSTING
-vv
Production-Programming, Others
I COMPTROLLER §
& Complete knowledge of radio & tele- §
r vision station accounting svstems, §
? financial reports and tax work. 13 years §
y present employer, seeking A-l contact. &
Box 88 5B," BROADCASTING |
i&i >~G>~. t^a ^5>-.<^3\
TELEVISION
Help Wanted
Production-Programming, Others
CALIFORNIA NETWORK
TV STATION
NEEDS ARTIST
Too complete promotion department
expansion. Man or woman (woman
preferred) for creative artwork as
well as layouts, ads, promotion pieces,
etc. Would like to find someone who
can "double in brass" doing some
writing as well as clerical duties in
promotion department. Please send all
details, references, photo and samples
first letter to Clarke Bradley, KSWB-
TV, P. O. Box 1651, Salinas, Cali-
fornia.
EMPLOYMENT SERVICE
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7, 0. C.
Page 112
November 11, 1957
Broadcasting
TELEVISION
Situations Wanted
The management of WGLV-TV high-
ly recommends the following experi-
enced and capable television person-
nel :
Director of Programming-Promo-
tion
2 Television Directors
1 Floor Director-Camera Man
1 First Class Engineer
1 Announcer
1 Talent-All-round Girl Friday
These people are immediately avail-
able due to our suspension of oper-
ations. Write, wire or call General
Manager, WGLV-TV, Easton, Penn-
sylvania for full particulars.
FOR SALE
Equipment
Transmitter, VHF Dumont 25
kw for any low band VHF
needing maximum power. Like
new but has had one year's
shakedown operation. No bugs.
(Now on Channel 5)
Transmitter, console, terminal
equipment — Dumont. Console
includes audio and video
switching and monitoring. Pre-
wired audio racks.
Box 688B, BROADCASTING
TAPE RECORDERS
AH Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8. Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
CO-AXIAL CABLE— Unused Gov't Surplus
2-conductor — 7/21 AWG copper-vinyl and
armor protective covering. 2 copper shielding
braids stabilized polyethylene dielectric 125.0
nominal impedence. 12.0 nominal capacitance
maximum operating voltage 3,000. Excellent
for underground or above ground use. 250'
roll— $50 plus freight. Harry Wellen, 8701
18th Avenue, Brooklyn 14, N. Y.
Dollar for Dollar
you can't beat a classified ad in
getting top-flight personnel.
TRANS-LUX NEWS SIGN
Complete with remote control operating
equipment, recently in use. Cash — terms
or lease — Guaranteed to be in good
operating condition. FLASH-CAST —
3401 E. 38t)h St, Indianapolis, Ind.
FOR THE RECORD Continued from page 108
scheduled for Dec. 6; and hearing continued
without date is scheduled for Dec. 17.
By agreement of the parties in proceeding on
am application of Fernandina Beach Bcstrs.
(WSIZ) Douglas, Ga.. ordered that further hear-
ing is scheduled for Dec. 13.
By Hearing Examiner Elizabeth C. Smith
Upon oral motion of counsel for Broadcast
Bureau and with concurrence of all other coun-
sel in proceeding on am application of Walter T.
Gaines (WGAY) Amsterdam, N. Y, ordered that
hearing scheduled for Nov. 8 is advanced to
Nov. 7.
By Hearing Examiner Thomas Donahue
Issued order following prehearing conference
re am applications of Jefferson Radio Co., Iron-
dale, Ala, and The Bessemer Bcstg. Co. Inc.
(WBCO) Bessemer, Ala.; date of hearing Dec. 4;
informal conference will be held at date prior to
hearing between consulting engineers for two
applicants and Broadcast Bureau's engineer.
By Hearing Examiner Charles J. Frederick
Issued order following first prehearing con-
ference re mod. of cp of Capitol Bcstg. Co.
(WJTV) Jackson, Miss.; presently scheduled
date for hearing in proceeding is Jan. 7, 1958.
By Commissioner Robert T. Bartley on Nov. 1
Granted petition of Sucesion Luis Pirallo-
Castellanos for extension of time to Dec. 5 to file
exceptions to the initial decision in ch. 3 pro-
ceeding Mayaguez, P. R.
By Hearing Examiner James D. Cunningham
on the dates shown
Ordered that hearing scheduled for Nov. 6, in
the matter of Charles Henry Coney, Coney Dock
Beach Haven, N. J, and Palm Beach, Fla, sus-
pension of restricted radiotelephone operator per-
mit, is continued without date, pending action on
pleadings filed in behalf of Coney and the Field
Engineering and Monitoring Bureau looking
toward cancellation of said hearing.
By Hearing Examiner Herbert Sharfman
on Oct. 31
On oral request of counsel for Capitol Bcstg.
Corp. (WCAW) Charleston, W. Va, and without
objection by counsel for the Broadcast Bureau,
ordered that the prehearing conference scheduled
for Nov. 7 on Capitol's am application is con-
tinued to a date to be set by subsequent order.
By Hearing Examiner Millard F. French
on Oct. 31
By agreement of the parties in proceeding on
applications of KTAG Associates (KT AG-TV)
Lake Charles, La, to change from ch. 25 to ch.
3 and Evangeline Bcstg. Co, Inc. and Acadian
Television Corp, for new tv station to operate on
ch. 3 in Lafayette, La, ordered that hearing
scheduled for Nov. 6 is continued to a date to be
established by subsequent order, and further
ordered that a further prehearing conference
shall be held on Nov. 26.
By Commissioner Robert T. Bartley on Nov. 4
Granted petition of James M. Tisdale for exten-
sion of time to Nov. 25 to file exceptions to the
initial decision in proceeding on am application
of Huntington-Montauk Bcstg. Co, Inc. (WGSM)
Deer Park, L. I, N. Y.
By Chief Hearing Examiner James D.
Cunningham on the dates shown
Ordered that hearings are scheduled for Jan.
8, 1958, in following am proceedings: Greylock
Bcstg. Co. (WBRK) Pittsfield, Mass. Walter G.
Allen, Huntsville, Ala, and Marshall County
Bcstg. Co, Arab, Ala.
Ordered that Charles J. Frederick, in lieu of
James D. Cunningham, will preside at hearing
scheduled for Nov. 19 on application of Oregon
Radio, Inc., for extension of time to complete
construction of KSLM-TV ch. 3, Salem, Oreg.
By Hearing Examiner Charles J. Frederick
on Nov. 4
By memorandum opinion and order, granted
petition of Brown Telecasters, Inc., for leave to
amend its application for new tv station to oper-
ate on ch. 12 in Beaumont, Texas, to show a re-
duction in proposed ant. height from 1032 ft. to
999 ft. above mean sea level.
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of November 1
WTAQ La Grange, 111.— Granted transfer of
control from Russell G. Salter to Charles F.
Sebastian, through sale of stock.
WHLS Port Huron, Mich.— Granted authority
to operate main trans, by remote control.
KLTJV Haynesville, La. — Granted extension of
authority to remain silent for additional 30 days
from 10-30-57 during which time it is expected
that present negotiations toward hiring of an
engineer will be successfully concluded.
Actions of October 31
WICU Erie, Pa. — Granted cp to change type
trans.
WAHL Hastings, Mich. — Granted mod. of cp
to change type trans, and make changes in direc-
tional ant. pattern; conditions.
WAVN Stillwater, Minn. — Granted change of
remote control authority.
Following stations were granted authority to
operate trans, by remote control: WPOR Portland,
Maine (Auxiliary); WTIF Tifton, Ga.; KIWW
San Antonio, Tex.; KZIN Coeur d'Alene, Idaho;
WSDB Homestead, Fla.
Actions of October 30
KYNG Coos Bay, Oreg. — Granted assignment
of license to KYNG Radio Inc.
KLIQ Portland, Oreg. — Granted assignment of
cp to KLIQ Inc.
WRAW Reading, Pa. — Granted transfer of neg-
ative control from John F. Steinman to Mrs.
Shirley W. Steinman, et al, as Trustees of the
John Frederick Steinman Foundation.
KTEE Carmel, Calif. — Granted mod. of cp to
change ant.-trans. location.
KAKC Tulsa, Okla. — Granted cp to change ant.-
trans. location, studio location, make changes in
DA system (decrease height) and ground system,
and install new trans.
WHYS Ocala, Fla.— Granted mod. of cp to
change type trans, studio location and remote
control point.
WENR-TV Binghamton, N. Y. — Granted mod.
of cp to change type of ant. and make minor
equipment changes.
Following were granted extensions of comple-
tion dates as shown: WARD-TV Johnstown, Pa.
to 5-13-58; KBMB-TV Bismarck, N. D. to 2-1-58.
Action of October 28
WBAI (FM) New York, N. Y.— Granted as-
signment of license and Subsidiary Communica-
tions Authorization to Louis Schweitzer.
WSLM Salem, Ind. — Granted mod. of cp to
change type trans.
WKST-TV New Castle, Pa.— Granted extension
of completion date to 10-31.
License Renewals (By FCCT)
WSLS Roanoke, Va.; WDVA Danville, Va.;
WMVA and WMVA-FM Martinsville, Va.; WEVA
Emporia, Va.
UPCOMING
November
Nov. 11-15: Annual convention, National Electri-
cal Manufacturers Assn., Traymore Hotel, At-
lantic City, N. J.
Nov. 13-15: First annual exhibition, Industrial
Audio-Visual Assn., New York Trade Center.
Nov. 13-16: 48th Convention, Sigma Delta Chi,
Shamrock Hotel, Houston.
Nov. 14: Third annual conference, Advertising
Research Foundation, Hotel Plaza, New York.
Nov. 15: New Jersey Broadcasters' Assn., 11th
annual radio institute, Rutgers U. joint spon-
sor, Traymore Hotel, Atlantic City, N. J.
Nov. 15-16: New England radio-electronics meet-
ing, by IRE, Mechanics Hall, Boston.
Nov. 15-16: Sixth annual National Disc Jockey
Festival, country music, WSM Nashville, Tenn.
Nov. 16: UP Broadcasters Assn. of Connecticut,
bi-monthly meeting, WNBC-WKNB studios,
West Hartford.
Nov. 16: UP Broadcasters of Pennsylvania,
Holiday Motor Hotel, Mechanicsburg.
Nov. 17-20: Tenth Annual Conference, Public Re-
lations Society of America, Hotel Sheraton,
Philadelphia.
Novj 19-20: American Assn. of Advertising Agen-
cies, eastern region, Roosevelt Hotel, New
York.
Nov. 22: Television Bureau of Advertising, mem-
bership meeting, Sheraton Hotel, Chicago.
Nov. 22 : American Assn. of Advertising Agencies,
east central region, Detroit.
December
Dec. 6: Board of governors, Canadian Broadcast-
ing Corp, House of Commons, Ottawa.
Dec. 18: "Resurgent New England," state broad-
caster groups organization meeting, Vendome
Hotel, Boston.
January
Jan. 24-26: American Women in Radio & Tv,
annual "Sight and Sound Seminar," Hotel
Biltmore, Palm Beach, Fla.
February
Feb. 1: Farm Broadcasting Day, celebration to
be planned by NARTB and Dept. of Agri-
culture.
Feb. 3-7: American Institute of Electrical Engi-
neers, general meeting, Statler and Sheraton-
McAlpin Hotels, New York.
Feb. 13-15: 11th annual Western Radio and Tv
Conf, Bellevue Hotel, San Francisco.
April
April 22-24: Electronic Components Conf, Am-
bassador Hotel, Los Angeles.
April 24-26: Advertising Federation of America,
fourth district convention, Floridan Hotel,
Tampa, Fla.
June
June 3-6: 36th annual conf., National Industrial
Advertisers Assn., Chase and Park Plaza
Hotels, St. Louis.
Broadcasting
November 11, 1957
Page 113
PROGRAMS & PROMOTIONS
Color Set Sales Spurt in Omaha
After KMTV (TV) 'Color Carnival'
A "Color Carnival" launched last month
by KMTV (TV) Omaha caused a run on
stocks of color tv sets and cleaned some
dealers out, according to Owen Saddler,
executive vice president-general manager of
the station. The promotion consisted of a
series of live remotes from institutions, social
events and prominent local homes, aug-
mented by on-the-air announcements.
Results tallied at the end of the month:
One dealer, who had sold only 1 5 sets during
the nine months before the KMTV pro-
motion, sold more than 35 in a six-week
period. The Sidles Co., RCA distributor in
Omaha, sold as many sets to dealers during
the first four weeks of the Color Carnival
as it had sold in the nine months before.
Dealers, caught short by new activity in
color set sales, did enough business to push
Omaha to seventh place in color sales
nationally, according to James Harter, RCA
regional representative.
KMTV telecasts 90% of its live, local
schedule in color and carries 30 hours
weekly of NBC color shows.
Whose Is This Ear?
American Broadcasting Network's Herb
(Oscar) Anderson last Wednesday intro-
duced "The Most Beautiful Ear Contest"
on his daily show. Mr. Anderson is accept-
ing pictures, plaster casts, life sketches, wax
impressions or other reasonable facsimiles
of female ears as entries. Ears will be judged
on the basis of "sincerity, utility and aes-
thetic appeal" after the contest closes Nov.
29. The person with the winning ear will be
flown to Hollywood for a five-day stay and
will appear on ABC-TV's Lawrence Welk
Show, Guy Mitchell Show and Date With
the Angels.
Interviewer Interviewed
As an advance promotion of its new tv
outlet, WHDH Boston, Mass., is airing a
radio interview with Mike Wallace prior to
his ABC-TV Interview show being carried
on WHDH-TV. The station feels that this
advance radio promotion can result in a
heavier tv opening audience.
SAL AGAVINO (r), McCann-Erickson
timebuyer, can spend a whole year
toasting the 30th anniversary of
WCHS Charleston, W. Va. WCHS
Sales Manager Bob Sinclair (1) pre-
sented Mr. Agavino with the first of 12
checks for $30 as the winner of the
station's anniversary contest. Bob
Jones of the Branham Co., national
rep for the station, looks on. Accord-
ing to the station, over 500 time-
buyers answered a multiple-choice
question and were eligible for a draw-
ing for the winner. The question:
"October 12th, 1957, is the 30th an-
niversary of . . ." The choices: "(a)
Washington's historic Delaware cross-
ing; (b) Wilbur and Orville Wright's
getting both feet off the ground; (c)
Babe Ruth's election to the Hall of
Fame, and (d) the first broadcast of
WCHS . . ."
Car for a Shoestring
Big Wilson, KYW Cleveland disc jockey,
started something when he invited listeners
to send in "anything they like in exchange
for a shoestring." A gas station was the first
to make an offer with a set of tires. These
were swapped for an outboard motor. The
motor went, via the d.j., in exchange for a
tv console, which in turn went to a used car
dealer for a 1949 Pontiac convertible. For
the week beginning Nov. 1 listeners were
asked to write in to Mr. Wilson, telling him
about someone they knew who deserved a
car. The one judged most needy had to do
no more than present a shoelace to drive
away in his swap.
MBS Premieres 'Viewpoint7
MBS premiered Viewpoint Nov. 2. The
new program is designed to allow well-
known persons from all phases of American
life to express themselves "on the responsi-
bilities they feel their field of work owes
to the general public." The program is pro-
duced by the radio-tv division of the Episco-
pal Church's National Council. George
Meany, president of AFL-CIO, was pre-
miere guest. Frederick Ford, newest FCC
member, is slated for Saturday. Others in-
vited as guests in the future include Gen.
Albert M. Gruenther, Thomas E. Dewey,
Herbert Hoover, Nat King Cole, Pat Boone,
James Hagerty, Dr. Vannevar Bush, Julie
Harris and Clare Boothe Luce.
Free Test of 'Daily Word'
KMBC-TV Kansas City, Mo., and the
local Unity School of Christianity (a non-
denominational international institution)
have filmed their daily five-minute series
Unity Daily Word, and are offering a free
"test" of it to tv stations. Since last De-
cember, the station has broadcast, live, the
daily program of religious inspiration with
Rosemary Grace (granddaughter of Unity
founders) reading a passage from the Bible
and giving the Daily Word affirmation. The
program concludes with a brief thought on
solving everyday problems through applied
Christianity. The title is taken from a book-
let published by the Unity School. KMBC-
TV circulated a questionnaire and a pro-
gramming summary with the result that
the initial series that started Nov. 4 is be-
ing scheduled by 25 stations.
"Seven Greatest Salesmen"
The First Annual San Diego Radio Week
was dedicated to showing local businessmen
"the impact radio has made on the buying
habits of San Diegans." The city's seven
stations (KBAB, KCBQ, KFMB, KFSD,
KGB, KSDO and KSON) invited 400 busi-
ness heads and agency personnel to a lunch-
eon to "meet the seven greatest salesmen
in San Diego!" Featured speaker was Kevin
Sweeney, president of Radio Advertising
Bureau. Special greetings in honor of the
city's radio week were received from Cal-
ifornia Gov. Goodwin J. Knight, Sen. Wil-
liam F. Knowland, Rep. Bob Wilson and
various network personalities. Prizes
included seven Packard-Bell radios, a Pack-
ard-Bell hi-fi phonograph and a seven-day
all-expense-paid trip for two to Hawaii.
Hello, Sputnik Beeping
To satisfy people calling in to hear its
recording of sputnik beeping, KWIZ Santa
Ana, Calif., put the artificial moon's signal
on the station's automatic phone-answering
service. After it was mentioned a few times
over the air, the phone started ringing and
reportedly didn't stop for 10 days — or nights.
Not to miss taking advantage of this sudden
interest, KWIZ tagged a station plug to
each call.
Broadcasting
«<♦«««««««««««««««««««««««««« (T^^T> ««««««««««««««««««««««««««««
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RICHARD C. CRISLER— PAUL E. WAGNER
BUSINESS BROKERS SPECIALIZING IN
RADIO AND TELEVISION STATIONS
$ Fifth-Third Bank Bldg., 41 E. 42nd St., $
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Page 114 • November 11, 1957
•••••••••••••••••
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Use VARI-FOCAL and see for yourself why all three major nets
use it for top programs, newscasts and commercials. Phone, write or
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Top sales executives of leading national advertisers
are right in the front row of boosters for the new
PRINTERS' INK. They like its new editorial concept:
The sensitive treatment of advertising and selling as
a central force in American life and business, rather
than as a separate world of its own.
This is another achievement of the new PRINTERS'
INK. It has rapidly distinguished itself for sifting out
of the maize of the week's happenings the exciting,
absorbing news of interest to the key men in adver-
tising, selling and marketing. It alerts all the men
of the marketing team on the significance of the
"news behind the news." Tells how events and de-
velopments can affect budgets, plans, sales strategy
and may justify shifts in approach.
Integration of their work in the whole process of
marketing is one objective. Another is the specific
treatment of the latest in techniques on the vertical
subjects of management, sales, sales promotion,
packaging, public relations, exports, research and
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No wonder PRINTERS' INK reaches more sales
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combined. One more reason why PRINTERS' INK is
the best buy for you who sell to the national adver-
tising market.
PROGRAMS & PROMOTIONS continued
'CHILDREN'S HOUR' NEARS MIDDLE AGE
Cornhuskers Nearly Upset 'Em
A seven-foot telegram, sent by KBON
Omaha to the U. of Nebraska Cornhuskers
football team, contributed to a near upset
of the highly favored Missouri Tigers Oct.
26. For two days prior to the game, the
station aired a series of announcements
asking Cornhusker fans to add their names
to a morale-boosting telegram that KBON
was sending. All listeners had to do was
to call Western Union — the station paid all
charges. When delivered the telegram car-
ried the names of more than 400 Nebraska
U. football well-wishers. Before the game
Missouri was a two-touchdown favorite:
final score, Missouri 14, Nebraska 13.
Viewers Select Own Shows
Seven films from the WFLA-TV Tampa.
Fla., MGM library are being chosen by
viewers for the Thanksgiving holidays. The
selection is from a list of 50 movies and
takes the form of a contest, with each viewer
voting for the seven pictures he would most
like to see. Films proving most popular will
be telecast, and the station will present a
20-pound turkey to each of the 12 entrants
who choose the pictures that receive the
most votes.
$100 From 'Favorite' Station
A $100 savings bond, courtesy of WVNA
Tuscumbia. Ala., went to a Florence State
College girl for her answer in the contest
"Why WVNA Is My Favorite Station." She
used up all the 25 allotted words in saying.
"Radio listeners want unbiased, complete
coverage of news, good music, public serv-
ice features delivered efficiently and re-
freshingly by qualified personnel. WVNA
gives it to us!"
Disc Jockey Derby
Teen-agers are being catered to by KTRK
(TV) Houston, Tex., in its Saturday after-
noon Disc Jockey Derby. KTRK's Alfred
Bell is host to the dancing studio audience
and guesting disc jockeys the show will have
each week. The trio of local d.j.'s doing a
20-minute segment apiece on the first pro-
gram Nov. 2 was Paul Berlin from KNUZ;
Tim Osborn. KTRH, and Johnny (Red-
head) Edwards from KTHT. They played
the records while three cameras covered the
teen-agers dancing everything from rock 'n'
roll to dreamy ballads.
Overdue Parkers Aided
As a public service gesture. WAUG-AM-
FM Augusta, Ga., is saving over-parked
motorists tickets by dropping a nickel in
parking meters. The station leaves a stamped,
addressed envelope for the nickel to be re-
turned, mentioning that it may save some-
one else a parking fine. WAUG found that
many of the returned envelopes contained
dimes and will donate the extra money to
a charity at Christmas.
RAB's Eight Best
In a move to promote all of radio, WGN
Chicago aired a half-hour program incor-
Broadcasting
The Children's Hour, born on WCAU
Philadelphia when the broadcasting
world was young, yesterday celebrated
its 30th birthday.
Stan Lee Broza fathered the idea, in
1927, and since then he and his wife,
Esther, have raised the program to its
present robust maturity. Now it is a
simulcast on WCAU-AM-TV.
Making special homecoming appear-
ances yesterday were actor-producer
Ezra Stone, Mickey Calin, currently ap-
pearing in "West Side Story" on Broad-
way; singer Trish Dwelley; comedian Al
Bernie; recording star Nicky Dematteo;
Anna Marie Cisale, opera singer, and
orchestra leader Elliot Lawrence (who
represented a sort of test case for the
Brozas, since he is their son).
In 30 years the Brozas have shown
they not only know how to pick promis-
ing amateurs but can spot a promising
sponsor as well. With the show for the
entire run has been Horn & Hardart,
which has seen its chain of shops,
restaurants and Automats grow from
48 in 1927 to 82 today, with a 75%
increase in business. Three years ago the
Philadelphia Plymouth Dealers Assn.
joined Horn & Hardart as co-sponsor of
the Children's Hour, which became a
radio-tv simulcast in 1948.
The 30-year success format of the
Children's Hour features youngsters
through high school age in variety acts
built around a different theme each week.
Programs are plotted months in advance,
and auditions go on every week. Once a
month the show features a "Young at
Heart" award to a favorite grown-up.
The Children's Hour works with a studio
audience of more than 300.
Mr. Broza. originally a WCAU time
porating the eight prize-winning radio com-
mercials chosen by Radio Advertising Bu-
reau at its radio clinic [Lead Story, Oct.
14]. The eight: Beech-Nut Gum, Ford, Bud-
weiser, Dodge, Marlboro, Pepsodent, Win-
ston and Texaco.
Silver Barrel Spins for 60
ABN will give away a total of 60 Moto-
rola portable radios in its "Spin the Silver
Barrel" contest. Listeners are invited to send
post cards containing name, address and age
to the network's Johnny Pearson Show, Merv
Griffin Show and Bill Kemp Show. Starting
Nov. 16, names will be drawn on each show
from the spinning silver barrel to decide the
60 winners.
KITE Baby-Sitter Aid
KITE San Antonio, Tex., is sending to
parent-listeners an "Instructions for Baby-
Sitter" blackboard, complete with chalk.
The board is marked: We are at . . . We ex-
pect to be home by . . . and other pertinent
information to the baby-sitter. This is, as
salesman, in 1927 pressed his wife into
temporary service helping him write and
produce the hour show. Still on the job,
Mrs. Broza shares credit with her hus-
band for a listener-viewer count of
491,494 persons weekly and a list of tal-
ent discoveries that includes Ann Sheri-
dan, Roddy McDowell, Norman Parris,
Eddie Fisher, Kitty Kallen, WCAU vocal-
ist Ginny Stephens and many others of
Philadelphia's outstanding ex-children.
THE cast of the Children's Hour of
WCAU-AM-TV Philadelphia, training
ground of stars, gathers after one of the
Sunday shows with Stan Lee Broza and
his wife, Esther, starmakers of 30 years'
standing. Children's Hour alumni include
Eddie Fisher, Ann Sheridan, Roddy Mc-
Dowell and a galaxy of others.
it says on the board, "Another thoughtful
service from KITE."
CHCH-TV Starts Talent Hunt
CHCH-TV Hamilton, Ont.. has started
a national co-operative talent hunt program
in conjunction with other Canadian inde-
pendent tv stations. CHCH-TV pays ex-
penses of entrants in the contest while they
are in Hamilton, and other stations are
being asked to supply acts and arrange re-
turn transportation. Weekly cash prizes are
offered with grand prizes for winners at
the season's end.
'Gray Ghost Special' Sets Tour
CBS-TV Film Sales is planning a tour
with an authentic Baltimore & Ohio Civil
War train. Complete with engine, tender
and two cars, it will stop at New York,
Philadelphia and Washington as part of a
promotion for The Gray Ghost, a syndicated
film show. The train, officially named the
"William Mason," has been re-dubbed "The
Gray Ghost Special" by CBS-TV Film
Sales for the tour.
November 11, 1957 • Page 117
Why International Milling's Advertising Manager
Prefers Crosley WLW Stations for Robin Hood Flour
"We use WLW Radio and TV Stations
for a number of reasons - top
talent, excellent market coverage,
and important merchandising. Coop-
eration covers all phases of product
promotion and goes far beyond the
usual media-client service. The
Crosley Stations' close contact
with trade personnel and their
willingness to cooperate with
our local representatives
add an important plus
to our advertising!"
Robert E. Thompson^
Advertising Manager,
International Milling Company
Like Robin Hood Flour, you'll get top merchandising service for your
products on the WLW Stations. So before you buy, always check first with
your WLW Stations' Representative. You'll be glad you did!
WLW WLW-T WLW-C WLW-D WLW-A
Radio Cincinnati Columbus Dayton Atlanta
Network Affiliations: NBC; ABC; MBS Sales Offices: New York, Cincinnati, Chicago
Sales Representatives: NBC Spot Sales: Detroit, Los Angeles, San Francisco f ^V(JCS\
Bomar Lowrance & Associates, Inc., Charlotte, Atlanta, Dallas Crosley Broadcasting Corporation, a division of J
November 11, 1957
Broadcasting
MONDAY MEMO
from LEE RICH, vice president and media director, Benton & Bowles
LET'S STOP KIDDING OURSELVES
ABOUT TRIPLE-SPOTTING
The growth of tv in the past five years is certainly ample
evidence of the faith national and local advertisers have in
its effectiveness. Lately, however, the spectre of triple-spotting
has aroused protests.
This form of multiple spot announcement selling — opposed
by most advertisers, their agencies, the networks and a sizable
number of television stations — has raised questions as to
its effect upon network or spot commercial impact. Corrective
measures must be undertaken by the networks and stations.
"Over-commercialization" is only one reason for advertis-
ing's concern over triple-spotting. Certainly, three different
advertising messages between the end of one program and the
beginning of another cause one to wonder about the effect of
each individual message upon a consumer. Also, when we con-
sider the closing commercial and billboard of the preceding
program plus the opening billboard and commercial of the
following program, there are six or seven advertising messages
within four or five minutes. It is this combination that should
make any spot advertiser worry about the sales effectiveness
of his particular message and be wary about investing a large
amount of money in this manner.
There is no doubt that a network advertiser who sponsors
a highly-rated program at an annual expense of several million
dollars certainly loses commercial impact if his program ad-
jacencies are triple-spotted around the country. In addition,
the entire concept of triple-spotting adds one additional in-
tangible to questions we already have about spot sales effec-
tiveness; namely, does the listener leave the room or tune out
commercials between programs?
The oft-given explanation that print advertising has a
greater degree of over-commercialization, is, in itself, no
reason for the practice of triple-spotting. The effect of this
practice is far more important than a "Look, he's doing it
too" attitude.
HOW NETWORK ADVERTISERS ARE SHORT-CHANGED
It is in the sphere of network programming adjacencies that
the effect of triple-spotting is most detrimental. A network
advertiser contracts for a program for a specific time period.
In the case of a half-hour nighttime program, this is approxi-
mately 29 minutes and 30 seconds. In dealing with a network
an advertiser expects, and has reason to do so, that all
affiliates are in complete harmony with the terms of sale. A
station that triple-spots between network programming only
weakens the effectiveness of the network commercials as well
as the spots sold locally. Additionally, and certainly of equal
importance, a station that triple-spots appropriates some of
the time bought and paid for by a network advertiser.
The portion of the program generally cut for the extra spot
is usually the program credits and/ or network promotions.
The former is part of the program agreement and is required,
contractually, by the various television unions. Program
promotions are a part of the network service for any ad-
vertiser. The fact remains that the advertiser as well as the
network considers these network promotions to be an impor-
tant contribution toward achievement of maximum return
on their sizable investment.
Many stations and representatives elect to bury their heads
in the ambiguous wording of the NARTB Code in their
attempt to justify triple-spotting. The code's provision cover-
ing this subject reads:
"More than two back-to-back announcements plus the con-
ventional sponsored ten-second ID are not acceptable between
programs or within the framework of a single program. An-
nouncements scheduled between programs shall not interrupt
a preceding or following program."
Stations that practice triple-spotting between network pro-
grams conveniently interpret the first sentence of this pro-
vision to mean they are allowed— under the code — to triple-
spot. We all know that there are approximately 30 seconds of
time available for local sale between network programs. If
you interpret the code's provision literally by allowing sta-
tions to schedule two back-to-back announcements of twenty
seconds each plus a ten-second ID, they are using fifty seconds
of time which can only be acquired by cutting credits or
promotion plugs from network programs.
Of course, many stations interpret the last sentence of the
provision by using the argument that closing credits and/ or
promotions are not part of the program itself. As a matter
of fact, some stations tell us that certain programs with long
opening introductions permit them to triple-spot without cut-
ting out actual "program content". Strict observance of the
code physically prevents the running of two 20-second an-
nouncements plus the use of a ten-second ID. Carrying this
a step further with regard to non-network programming,
where triple-spotting is most prevalent, strict observance of the
NARTB Code would elimate the broadcast of three successive
20-second or one-minute announcements.
SPECIFIC PRINCIPLES SHOULD BE ESTABLISHED
Establishment of a broadcast code and its observance has
helped to eliminate many bad practices formerly prevalent
in tv. If triple-spotting continues — and it seems to be getting
worse — who knows where it can or will stop?
It seems that there are two ways to control properly the
amount of time available for local sale between network
programs. The first is a further revision of this portion of
the NARTB Code in order to provide a more concise
definition of a station's obligation. The second is the agree-
ment, and its strict observance, between the networks and
their affiliates as to the amount of network program time to
be utilized by a 15-minute, half -hour or hour program and
the amount remaining for sale by the local stations.
While the local stations that triple-spot may have some
revenue problems at the present time, it would be well for
them to contemplate the future and refrain from doing any-
thing that would help kill the goose that lays the golden egg.
Lee Rich, b. Dec. 10, 1918, Cleveland;
educ, Ohio U. Started as office boy with
Lord & Thomas. Served in Navy during
World War II as lieutenant senior grade.
Returned to civilian life as staff executive
at AAA A. One year later joined William
Weintraub Agency as media director. In
1952 moved to Benton & Bowles as media
executive, was elected vice president in 1955, then associate
media director and director of media several weeks ago.
Broadcasting
November 11, 1957 • Page 119
EDITORIALS
New Tax Monster
BALTIMORE'S Mayor Thomas R. D'Alesandro is urging a
vicious tax on advertising which, if enforced, could well
spread like wildfire throughout the country.
He proposes, with the approval of his own appointed Board of
Estimates, that a 9l/i % tax be imposed on all advertising revenue
(newspaper, radio, television, car-card, billboard and conceivably
even the labels on packaged goods). In other words, a station doing
$1 million in business would pay nearly $100,000 in taxes to the
city alone.
While there have been state and city efforts to impose a gross
tax on advertising sales, the proposal for a tax of the magnitude
now at issue in Baltimore is the first we've ever encountered.
Totally aside from its questionable constitutionality as a means of
controlling press and broadcast media, it would seriously undermine
the economic structures of all advertising. And if Mayor D'Alesandro
gets away with it, no time at all will pass before cities all over the
nation follow suit in their constant efforts to tap new revenue sources.
Hearings are scheduled this week before the Finance Committee
of the Baltimore City Council. All of Baltimore's media and ad-
vertisers will oppose the two-pronged tax grab. But this is more
than a local fight against a grasping local official. The portents are
such as to warrant the interest of all national associations repre-
senting advertisers and media.
We understand that a number of Baltimore radio and tv stations
are considering physical moves outside the city of Baltimore juris-
diction to avoid the imposts. That, however, would not solve the
problem for media that cannot move, or would not block the
dangerous precedent that would be set by such confiscatory taxes.
Backfire
FAR be it from us to suggest that those learned in the law would
ever fly in the face of evidence. Yet it is hard to reach any
other conclusion from the action of the American Bar Assn.'s
committee which recommended that Canon 35 be maintained as
the guiding principle of the nation's courts in regard to broadcast
and pictorial coverage.
This recommendation, made, we are told, after a year and a
half of study, came in a time when repeated legal opinions across
the country were finding to the contrary. In Colorado the State
Supreme Court had ruled that broadcast coverage be left to the
discretion and control of the trial judge. In Texas the state bar
group found that Canon 35 should not be applied. In Connecticut
a judge recommended that a test be made of broadcasting's ability
to cover trials without impairing the court's dignity — and offered
his court for the purpose.
The recommendation upholding Canon 35 at the moment is
just that — a recommendation. It must go before an ABA House
of Delegates meeting next February for action. Between now
and then, it is the broadcasting industry's business to sway what
opinion it can against the recommendation. The facts are in broad-
casting's favor. It remains to see that the case gets to the jury.
Last Chance
IN TWO MONTHS Congress again will be in session. Between
now and then Congressional committees will be at work on tax
legislation — among them the House Excise Taxes Subcommittee
of the Ways & Means Committee.
For several years efforts have been made to prevail upon Congress
to remove the 10% excise tax on all-channel tv receivers. This
would just about equalize the price of taxed vhf-only sets and
the hoped-for untaxed all-band receivers. This would encourage
manufacturers to produce all-band sets, capable of tuning both
the uhf and vhf stations.
Without this tax relief more uhf stations will go dark. The
mortality rate among uhfs is appalling. Since the lifting of the
tv freeze in 1952 there have been 328 uhf grants. Today fewer
than 90 uhfs are on the air. Nearly 150 uhf construction permits
have been deleted.
Elimination of the 10% excise tax would give uhf a tremendous
lift. The loss of tax revenue to the Treasury, which consistently has
Page 120 • November 11, 1957
Drawn for BROADCASTING by Sid His
"He tried to sell us a give-away show!"
opposed elimination of the tax, would be inconsequential. It would
be offset many times by the normal taxes paid by manufacturers
through increased production and by uhf operators who would
then have a fighting chance to make profits.
Wallace M. Bradley, executive director of the Committee for
Competitive Television, has written Chairman Aime J. Forand
(D-R. I.) of the House committee about the worsening outlook
for uhf. He urged that close attention be given the four bills intro-
duced last session to kill the all-channel set tax.
Development of uhf is essential if smaller communities are to
have local tv service. Thus, uhf tax relief would be reflected in
both economic and cultural progress.
All tv broadcasters, whether uhf or vhf, have a stake in uhfs
success. If uhf fails, the pressure inevitably will fall upon vhf for
reduced mileage separations so that more stations can be accom-
modated even though existing service would inevitably be degraded.
This is the last chance. All tv broadcasters as well as manufac-
turers should join in the plea that Congress at the next session
give uhf a chance for survival by elimination of the 10% "luxury"
tax on all-band receivers.
ETV's Ill-Spent $60 Million
EDUCATIONAL television, as our special report in this issue
clearly shows, is apparently here to stay. With the support of
large philanthropies, some commercial broadcasters and community
donations, 28 non-commercial, educational stations are on the air
and 14 more probably will be in operation before the end of this
school year.
A lot of money — $60 million by authoritative estimate — has
gone into the construction and operation of these stations. We do
not suggest that it has not been put to good use. Our question is:
Could it have been spent more wisely for the same general purposes?
Since the proposal to reserve stations for educational use was
first made, we have believed that it would be less costly and more
efficient for educators to use commercial facilities than to build
and run their own. We still think so. If educators had spent $60
million on programs to be broadcast over commercial stations,
we think they would have made a bigger impression for their money.
It is useless now, however, to talk about what might have been.
The $60 million has been spent, and more money will be. In that
direction lies the next problem of educational tv. Where is the
money to sustain these stations to come from?
We foresee proposals (there have been some already) that non-
commercial stations turn commercial, in at least some degree.
That, of course, is a development to be avoided. The educational
franchises were granted with the explicit condition that they would
not compete for advertising. It would be not only unfair but also
illegal to change that condition now or in the future.
Broadcasting
"Yes, we're expecting a pretty fair season!"
Minnesota's Golden Gophers and NBC's hotter- STATION SHARE OF SETS IN USE
than-ever Fall lineup are off to a fast start and ... ■ ,. . ,
. Monday through Friday
going great guns in the Twin City area— but 10:00 P.M. to Midnight
you've already heard about them. KSTP TV 45 2
Let's talk about television time — particularly the STATION B 18.5
important 10:00 P.M. to Midnight segment. Dur- STATION G 21 5
ing this time period, Monday through Friday,
KSTP-TVoutrates its nearest competitor by better STATION D 14.9
than two to one! There are a few choice availabilities left within
this top-rated time period. For further information,
Here are the ARB Metropolitan Area Report contact your nearest Edward Petry office or a
figures for September 1957: KSTP-TV representative today.
KSTP-T
MINNEAPOLIS • ST. PAUL Basic NBC Affiliate
/l/<yiMm<ffrd~ leaden/? Station^
Represented by Edward Petry & Co., Inc.
WILL SUCCESS
SPOIL KABC-TV??
In the tough seven-
station Los Angeles market
...Nielsen rates KABC-TV
* FIRST 3-6 PM!
* SECOND 6-9 PM!
(and BEFORE the new Fall
ABC shows were rated!)
LOCAL LIVE PROGRAMS
OUTSTANDING!!!
"STARS OF JAZZ"
"Emmy" Award Winner!
"TRAFFIC COURT"
Top rated live local program!*
"COUNTRY AMERICA"
Leading local country music show!
BILLBOARD SAYS...
"KABC-TV is proving local live shows
can still be a success if programmed
with a flair for difference. Two series
are giving more expensive syndicated
and network programs a run
for their money!"
HOW HIGH IS UP???
KABC-TV's station rating is certain
to soar even higher when
THE FRANK SINATRA SHOW • WALTER WINCHELL FILE •
MAVERICK • O.S.S. • WEST POINT • SUGARFOOT •
PAT BOONE CHEVY SHOWROOM • GUY MITCHELL SHOW
THE REAL McCOYS • ZORRO • COLT .45 •
THE PATRICE MUNSEL SHOW • TOMBSTONE TERRITORY
CIRCUS BOY * are included in rating results!
kabc-tv outstanding
buy in southern
california!!!
Compare
local rate cards...
COMPUTE
low cost perthousands...th<»
CALL
NOrmandy 3-3311 Collect!
THE BIG YEAR IS HERE 0
CHANNEL 7 KABC-T
Los Angeles, California
Represented Nationally by the Katz Agency,
* NIELSEN, Sept., 1957
NOVEMBER 18, 1957
w
THIRTY-FIVE CENTS
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Do they want pay tv? Cross-country Pulse 2-1 against
Monsanto takes $2 million tv plunge to sell a name
Is tv buying down? Spot, network totals up over 1956
$7.5 million film deal: NTA interests seek AAP stock
Page 31
Page 33
Page 46
Page 59
POWER GETS
BEST RESULTS
Radio Station W-I-T-H "pin point power" is tailor-made to blanket
Baltimore's 15-mile radius at low, low rates — with no waste coverage.
W-I-T-H reaches 74% * of all Baltimore homes every week — delivers
more listeners per dollar than any competitor. That's why we have
twice as many advertisers as any competitor. That's why we're sure
to hit the sales "bull's-eye" for you, too.
"Cumulative Pulse Audience Survey
Buy
Tom Tinsley
President
R. C. Embry
Vice Pres.
I A BALTIMORE
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Simmons Associates in Chicago, Boston
Clarke Brown Co. in Dallas, Houston, Denver, Atlanta, Miami, New Orleans
McGavren-Quinn in Seattle, San Francisco, Los Angeles
VA
TEN'S ON TOP - Right! On top of 1,453,800 people,
representing 581,520 families.
TEN'S ON TOP - Right! On top of 32,428 retail stores,
employing 72,269 workers with a payroll of $165,482,000.
TEN'S ON TOP — Right! On top of more than 1800 manufacturing
plants turning out products from milady's chemise to monsieur's carport.
TEN'S ON TOP — Right! On top of more than 3 if 2 million
tourists who visit Southeast Florida and Miami every year
(more than 75 per cent of whom view TV during their stay)
PUBLIC SERVICE
TELEVISION
WPST TV
i %
ABC NETWORK. REPRESENTED NATIONALLY BY EDWARD PETRY & CO., INC.
'SI v
Vomiim VeMm mmd
Q|^g Top Ten Multi -Weekly
(lOGS it *KRNT-TV Seven Firsts Average Rating
• *l. Russ Van Dyke News 10:00 P.M. 40.6
III *2. Al Couppee Sports 10:20 P.M. 28.4
lAlif 1'f *3- Don Soliday News 12:30 P.M. 14.8
lUW A J 4- Early Show 4:30 P.M. 12.9
W *5. Paul Rhoades News 6:00 P.M. 12.7
LARGEST 6- News 1 0:00 p.m. M.5
*7. Garry Moore 8:00 A.M. 11.3
MARKET1 *8- B:!l Riley Time 12:00 Noon 10.9
9. News, Weather tie ( 6:15P.M. 10.6
Sports (10:20 P.M. 10.6
*I0. Gordon Gammack 6:15P.M. 9.9
Top Ten Once-A-Week
A COWLES OPERATION ZZZZZZ. Average Rating
■ M ■■I m ■ HH ■■■ M
Iff \. mm Tr ID 40.7
mm m m I mm mm%m%, mm *3-
[■ I rm%% U mm 4. WyattEarp 35.4
mm Wm 1 ILSjI ■■
IB ' I mm I ^ pr I H *6. Playhouse 90 33.7
IV m mW H B Lawrence Welk 33.3
■ II mm m I ■
9. Hit Parade 32.6
Full Power Channel 8 In Iowa * ° Robe rtCummin 35 318
Published every Monday, 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc., 1735 DeSales St
N. W., Washington 6, D. C. Entered as second class matter March 14, 1933 at Post Office, Washington, D. C, under act of March 3, 1879!
Based on N.CS. No. 2
KRLD
CBS
Radio - Dallas
delivers
More Listeners
More Coverage
than any other full-time station
in the entire state of Texas . • •
KRLD is the Only Full - Time 50,000
Watt Station in Dallas -Ft. Worth Area
KRLD does not share time and frequency with any
other station. One station — one order means greater
frequency discounts — full, accurate coverage at
minimum cost. KRLD is centrally located in Texas'
richest and most progressive area. Few natural bar-
riers impede its full-time 50,000 Watt signal, giving
you adequate coverage of the West and Southwest
at a lower cost per 1,000 listeners. For the best buy,
better buy KRLD. Check with a Branham man.
KRLD Radio CBS
The radio station of The Dallas Times Herald, owners and operators
of KRLD-TV, telecasting with maximum power from the top of
Texas' tallest tower. Herald Square, Dallas 2. The Branham Com-
pany, exclusive representatives.
JOHN W. RUNYON
Chairman of the Board
CLYDE W. REMBERT
President
More listeners
More Coverage
Less Cost per 1,000
COMBINED MAKE
KRLD
the biggest buy
in the biggest market
in the biggest state
Page 4 • November 18, 1957
Broadcasting
closed circuit:
$100 MILLION UP • Tight race is de-
veloping for win, place and show in an-
nual agency radio-tv billings race as
contest approaches year end. Top con-
tenders at this point — in alphabetical order
—are Ted Bates & Co. BBDO, Benton
& Bowles, McCann-Erickson, J. Walter
Thompson and Young & Rubicam. Fore-
cast: winner will be at or over $100
million mark in broadcast billings for year,
compared to $82 million for 1956 front
runner (Y&R).
•
Harold E. Fellows, NARTB president,
has been told by doctors to slow down.
Strain of frequent travel plus heavy ad-
ministrative load reportedly has Mr. Fel-
lows on verge of exhaustion. While no
reorganization in NARTB top echelon is
indicated, it's reported Mr. Fellows will
delegate more routine duties to key aides.
•
FACILITIES SHORTAGE • Unless
AT&T comes up with facilities it now
claims it can't produce, NBC-TV's ambi-
tious plan to lick daylight saving time
problem may not work for all affiliates.
Network needs one more circuit than
AT&T says it can supply to feed video-
recorded repeats to stations in Eastern
Standard Time zone. This area includes
Detroit, Cincinnati, Huntington-Charles-
ton, Indianapolis and other major markets
in Michigan and Ohio.
•
Committee of affiliates in Eastern Stand-
ard Time zone is now trying to persuade
AT&T of importance of providing ap-
propriate facilities for NBC-TV repeats.
EST stations are pointing out that there
are more than 5 million tv homes that
would be affected if EST stations can't
take advantage of NBC-TV tape schedul-
ing to keep programs on schedule at ac-
customed local times during summer.
•
WHA'D HE SAY? • WCCO-AM Min-
neapolis has developed audio version of
subliminal perception. Station is experi-
menting with what it calls "phantom
spots" — short phrases of no more than
five syllables each — which are dropped into
music and even into pauses in dialogue.
In few days of use, new technique re-
portedly shows promise as aided recall
device.
•
Boys at FCC have been viewing Lili
St. Cyr movie — but no stag party implica-
tions are to be inferred. Commission re-
ceived couple of letters protesting (but not
vigorously) exotic's remarks about mar-
riage in Oct. 5 Mike Wallace interview
(she didn't think ceremony was important
if you loved the guy), so Commission got
kine of show, viewed it, decided it wasn't
censorable — although individual commis-
sioners expressed distaste for Miss St.
Cyr's casual views on love and marriage.
•
GOING NORTH? • Key ABC executives,
including Frank Marx, vice president in
charge of engineering, are studying pos-
sibility of moving west coast network
operations from Los Angeles to San
Francisco. It's believed there might be
savings in communications charges and
other advantages to be gained in moving
headquarters to financial capital of West
Coast. Program originations would con-
tinue to be concentrated in Hollywood.
•
Radio showed up so strongly in recent
farm radio survey that Radio Advertising
Bureau is going back for another look in
greater depth. Survey in three states
showed more than half of farm families
have three or more radio sets in working
order and virtually eight out of ten (78.8% )
reported they "listened today." RAB is so
impressed it plans new survey in twice
as many states and with even larger
samples.
•
THE BENCH • There's reserve FCC ready
to step in and regulate country's communi-
cations in case of war or other disaster
which might incapacitate current com-
missioners. Last week in Washington re-
servists had first opportunity to get to-
gether. Meeting at executive reserve con-
ference was "substitute" FCC — former
FCC Chairman Paul A. Porter; former
Comrs. E. K. Jett, George E. Sterling,
Robert F. Jones; Maj. Gen. Willard S.
Paul (USA, ret.), president of Gettysburg
College, Gettysburg, Pa., former ODM
assistant director in charge of plans and
readiness, and Joseph E. Baudino, West-
inghouse Broadcasting Co., Washington
vice president. Comr. Robert E. Lee is
present FCC defense commissioner.
•
Use of Conelrad for disaster warnings
is next step in defense program. Arrange-
ments are being made by Weather Bureau,
Civil Defense authorities and FCC to per-
mit government agencies to alert whole
populations regionally to oncoming storms,
hurricanes, tornados, etc., via 640 kc and
1240 kc Conelrad frequencies. FCC Comr.
Robert E. Lee virtually promised FCC
cooperation in talk to state civil defense
directors meeting in Washington last week.
•
A SLEEPER • WCBS-TV New York's
early-morning (6:30-7 a.m.) Sunrise Se-
mester great books college course, pro-
duced in conjunction with New York U.,
may be syndicated nationally by CBS Tele-
vision Film Sales. Program surprised in-
dustry last month by garnering advertiser
in Barnes & Noble bookshop — first time
station got "sponsor" that early in day —
and it is understood that considerable
number of stations (and some advertisers)
would like to import Sunrise Semester into
their markets.
•
Marlboro cigarettes (Philip Morris Ltd.)
is emerging as major network tv sports
sponsor, its latest buy being one-third of
national leg of CBS-TV Saturday after-
noon hockey coverage. At same time, net-
work is inching closer to objective of tele-
casting sports events 52 weekends, year
around, with only few blank spots left.
Marlboro, which past year has bankrolled
baseball, pro football and now hockey, is
reportedly considering proposed CBS-TV
Sunday afternoon baseball schedule in
1958, though details remain to be worked
out.
•
HOLIDAY SPECIALS • NBC TV under
stood to be interested in new concept for
"specials" created by David Susskind, part-
ner of Talent Assoc., program-package or-
ganization. Mr. Susskind's plan is to run
12 one-hour specials with "tie-in thread"
of continuity from one show to next with
holidays as theme. Each monthly show
would feature different holiday.
•
All day conferences in New York and
Detroit Friday by network, agency and ad-
vertiser officials pointed to sponsorship by
Plymouth Motor Corp., Div. of Chrysler
Corp., of Bob Hope Show one-hour spe-
cials, five more of which are set for this
year and spring of 1958 on NBC-TV.
Plymouth will pick up tab dropped by
Timex, which bowed out of programs after
Mr. Hope appeared on show sponsored in
part by competing watch firm. Johnson
Motors (Div. of Outboard Marine & Mfg.
Co.) has signed for one-half of 1958 spe-
cial, and Plymouth is understood to have
signed for sponsorship of portions still avail-
able. Agency: N. W. Ayer & Son, N. Y.
•
NEW DEAL, NO SALE • Negotiations
for MBS to acquire ownership of Don
Lee Broadcasting System [Networks,
Nov. 4] are virtually concluded with no
purchase, no sale, but completely revised
affiliation agreement between national and
regional networks is expected to be formal-
ized this week. New deal will allow Mutual
to expand its programming on West Coast
through curtailment, if not full elimina-
tion of Don Lee sustaining programming.
Don Lee, however, retains its independent
identity as regional network and will con-
tinue to originate its own programs for
west coast listeners and advertisers. As
part of new arrangement, MBS is assum-
ing responsibility for all line charges.
Broadcasting
November 18, 1957 • Page 5
KCMO- Radio Kansas City 810 CBS
910 ABC
Joe Hartenbower, General Mgr.
R. W. Evans, Commercial Mgr.
Represented nationally by Katz Agency
KCMO-Radio. .one of Meredith's
Big 4 . . . All-Family Stations.
9
Meredith Stations Are Affiliated with Better Homes and Gardens and Successful Farming Magazines
Page 6 • November 18, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY MANUFACTURING
They Tell Us "No" on Pay Tv — Special survey by The Pulse
for Broadcasting finds anti-subscription television sentiment
strong among 1,400 interviewees across the country. Study
also poses other questions about fee system. Page 31.
ADVERTISERS & AGENCIES
Sputniks, Science and (Common) Sense — Monsanto Chem-
ical Co. and Gardner Adv. Co. executives detail reasons
why the fifth largest U. S. chemical concern goes into network
television Dec. 1. Page 33.
The Need for Radio Research — Workshop speakers at
Advertising Research Foundation conference agree on the
reawakened interest in radio, say there's a crying need for
more information. Page 34.
Network-Spot Tv 8.4% Ahead of '56 — TvB-Rorabaugh
reports debunk reports of slackness in tv. Latest figures show
who is spending and how much. Page 46.
Another Advertiser Merger — Bristol-Myers Co. takes over
family-owned Grove Labs, in undisclosed cash and stock
agreement which will be approved at Grove stockholders
meeting early next year. Merger won't affect multi-agency
structure of two broadcast advertisers. Page 40.
Agency Conference — Eastern meet of American Assn. of
Advertising Agencies starts Tuesday in New York. Panel on
media strategy and workshop on commercials among the
features slated. Page 44.
Edsel Studies — Commercial impact of a CBS-TV special
is researched by both Pulse and TvB (via Qualitative Research
Inc.). Both surveys point up imprint of Edsel's features as
stressed by commercials on show. Page 41.
D'Alesandro's Compromise — Baltimore mayor reduces pro-
posed taxes on local advertising media to a total of 6%, but
it gets cool reception from those that feel they're facing a
discriminatory and "bad" tax, regardless of amount. Page 50.
For later development, see At Deadline, page 10.
FILM
NTA Seeks Control of AAP — National Telefilm Assoc., New
York, agrees to purchase "more than 50%" of the stock in
Associated Artists Productions for estimated $7.5 million and
intends to negotiate for remaining stock. When moves are
completed, NTA will emerge as possibly the largest distrib-
utor of feature films to tv with both 20th Century-Fox and
Warner Bros, product. Page 59.
GOVERNMENT
Rounsaville Replies — Broadcaster answers implications of
"trafficking"; says he has never bought and sold stations for
profits, but only to upgrade his holdings. Emphasizes public
service operations in Negro-programmed stations. Page 99.
RCA's Radio Planning Manual — "Bible of knowledge" to
help educate equipment prospects is to be RCA's big gun in
1958 war for $10 million new-station market, backed up with
major barrage of other service-type missiles. Page 83.
NETWORKS
The Need for Networks in a Sputnik Era — CBS' Stanton
says fast communication to the public has become more im-
perative than ever. He warns that proposals such as those in
Barrow report could hamper network system in fulfilling its
service. Page 88.
CBS Inc. Net Income Rises $4.5 Million — Annual report
shows gain for first nine months of 1957 to nearly $14 mil-
lion, ascribed to financial readjustments resulting from dis-
continuance of CBS-Columbia Div. Page 91.
OPINION
Discontent Breeds Better Commercials —
Paul C. Gumbinner says that the creative
I ' j man who is genuinely satisfied with his
"^jjHBr* finished product is to be pitied. The vice
7 .Jjj president and radio-tv director of Lawrence
^'"^^ C. Gumbinner Agency writes on frustration
■Hi 1* that inspires better creativity in the Monday
WBm (Wimk Memo series. Page 145.
MR. GUMBINNER
TRADE ASSNS.
Tv Code Board Warns — Subliminal perception on television
and horror films were targets of NARTB committee as it met
with film producers in Beverly Hills, Calif, last week. Page 68.
A New Fm Group — Seven stations in Southern California
unite in new association. Kiefer becomes permanent chair-
man. Page 74.
DEPARTMENTS
ADVERTISERS & AGENCIES
AT DEADLINE
. . 33
9
OPEN MIKE . .
18
OUR RESPECTS
26
BUSINESS BRIEFLY
54
PEOPLE
120
CHANGING HANDS
96
PERSONNEL RELATIONS
102
CLOSED CIRCUIT
5
PLAYBACK
138
COLORCASTING
92
PROFESSIONAL
SERVICES ..
. . 80
EDITORIAL
142
PROGRAMS &
PROMOTIONS
.106
FILM
59
PROGRAM SERVICES
66
FOR THE RECORD
127
STATIONS , . .
. . 94
GOVERNMENT
99
TRADE ASSNS.
68
IN REVIEW
14
UPCOMING ,
136
INTERNATIONAL
116
LEAD STORY
MANUFACTURING
31
83
ess
m
1
MONDAY MEMO
.145
NETWORKS
. . 88
Broadcasting
November 18, 1957 • Page 7
The very latest Pulse shows WTIX with an even bigger lead over the next station in
11-station New Orleans — first in the morning, first in the afternoon, and first all
day with 21.1%. Hooper continues to give WTIX top audience share in every time
period, with a first place 24.1% all-day average.
First place Hooper quarter hours: 200 out of 220.
First place Pulse quarter hours: 281 out of 288.
Storz Station programming ideas and excitement have created a new New Orleans
listening habit, which in turn is producing a new New Orleans time-buying habit.
Next time the Young man calls, make him tell you the WTIX story. Better still,
give him a call — or talk to WTIX General Manager Fred Berthelson.
WTIX
first and getting firster in
11 station
NEW ORLEANS
STAT I O INI S
TODAY'S RADIO FOR TODAY'S SELLING
I TODD STORZ, PRESIDENT t HOME OFFICE; OMAHA, NEBRASKA
WD6Y Minneapolis St. Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR & CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
Page 8 • November 18, 1957
Broa
at deadline
'K. C. Star7 Signs Decree
To Sell Its WDAF-AM-TV
Kansas City Star Co. signed consent de-
cree Friday in civil antitrust suit agreeing
to divest itself of WDAF-AM-TV Kansas
City in reasonable time, as well as to end
enforced combination subscription and ad-
vertising rates for its morning Star and eve-
ning Times editions.
Decree, filed in Kansas City district court,
also bars defendants from acquiring any in-
terest in any commercial radio or tv station
in Kansas City area except with court ap-
proval.
Newspaper firm was found guilty of mo-
nopoly and attempted monopoly in February
1955, with company being fined $5,000, and
Emil A. Sees, advertising manager, $2,500.
Supreme Court refused to review criminal
case last summer [Government, June 24].
Generally understood Star was asking $10
million for stations, which have been ob-
ject of negotiations, it has been reported,
by Harold F. Gross (WJIM-AM-TV Lans-
ing, Mich.), Time Inc., J. H. Whitney Co.
and Cox interests among others.
KRCT Sells for $175,000
Filed Friday for FCC approval was $175,-
000 sale of 93% of KRCT Pasadena (near
Houston), Tex., by W. D. Christmas to John
H. Touchstone and Leroy J. Glager. Mr.
Touchstone, vice president-general manager
of station, already owned 7%, and will be-
come equal-owner with Mr. Glager. KRCT,
on 650 kc with 250 watts daytime, listed
Sept. 30 balance sheet showing current
assets of $24,630, total assets $54,868, cur-
rent liabilities $3,680, retained earnings from
previous years $54,828 and deficit for
first nine months of 1957 of $639.
WZOK Is 315th ABN Affiliate
Addition of WZOK Jacksonville, Fla., as
affiliate of American Broadcasting Network
announced Friday by Carmen Marci, presi-
dent of Radio Jax Inc., licensee of station,
and Edward J. DeGray, ABN vice president
in charge of station relations. ABN affiliates
now total 315. WZOK uses 5 kw on 1320
kc. Larry Glick is vice president and gen-
eral manager.
G-T to Buy Newspaper Today
Acquisition of Pawtucket (R.I.) Times by
Goodson-Todman Productions for $3 mil-
lion [Program Services, Nov. 11], sched-
uled to take place today (Monday) after
80% of newspapers' stockholders approved
sale last Friday. Goodson-Todman plans
additional acquisitions through New Eng-
land Newspapers Inc., which radio-tv firm
controls, including entry into radio-tv sta-
tion ownership. Mark Goodson and William
S. Todman began radio production firm in
1945, went into tv in 1947.
NARTB Becomes NAB Jan. 1;
Vote: 1,227 to 35 in Favor
Name of National Assn. of Radio & Tele-
vision Broadcasters reverts to National Assn.
of Broadcasters on Jan. 1, it was announced
Friday following count of mail referendum
among members. Total of 1,227 favored
shorter name, 35 opposed it.
Founded in 1922 as NAB, organization
changed to NARTB in 1951 following merg-
er with Television Broadcasters Assn.
NARTB board of directors last June unani-
mously approved change back to NAB, sub-
ject to membership vote. Change was dis-
cussed at series of eight regional conferences
which concluded last month.
NARTB is composed of 1,727 radio sta-
tions, 319 tv outlets, four national radio
networks and three tv networks along with
1 1 7 members from allied fields.
U. S., Mexico in Tv Talks
U. S. and Mexican officials scheduled to
meet today (Mon.) to begin discussions on
allocation of uhf tv channels along border.
Meetings, expected to last several days,
will be at FCC, with Comr. Rosel H. Hyde
for FCC, and Sr. Carlos Nunes for Mexican
Ministry of Communications and Public
Works. Agreement between U. S. and
Mexico on vhf channel spacing along border
was reached in 1951 and amended in 1952.
In existence is agreement with Canada con-
cerning both vhf and uhf allocations along
northern border.
NBC Changes Pittsburgh Calls
Change of call letters, effective today
(Mon.), for NBC's newly acquired WJAS-
AM-FM Pittsburgh, station General Man-
ager H. W. Shepard announced Friday. New
calls are WAMP and WFMP (FM), letters
representing "am" and "fm" outlets with
"P" signifying city. NBC acquired outlets
Nov. 1.
CAMPAIGNS FOR AUTO FM
WRFM (FM) New York, to en-
courage auto manufacturers to install
fm receivers in new car models,, has
begun daily spot campaign urging
listeners to write to presidents of
major auto makers on subject of fm
radio as standard car equipment. Sta-
tion is seeking aid of all other fm sta-
tions by distributing sample spots.
Selvin Donneson, station sales man-
ager, points out that if each fm out-
let could stimulate ten letters weekly
"the campaign would produce more
than a quarter of a million letters in
a single year." Spots give specific' auto
manufacturers' addresses on rotation
basis.
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 33.
HOLDOUT TO END • Sterling Silver-
smiths Guild, N. Y., statewide association
of leading silverware companies, in its first
use of consumer advertising since the 1920's,
understood to have chosen radio as its sole
consumer medium and will invest $400,000
in spot radio throughout country and on
NBC Radio's Monitor on Saturdays. Cam-
paign to last 1 3 weeks and set to break short-
ly. Copy will be slanted toward young people
and promote silverware in general, tying in
with print media used by individual compa-
nies. Agency: Fuller Smith & Ross, N. Y.
REYNOLDS LOOKING • R. J. Reynolds
Tobacco Co., Winston-Salem, N. C, under-
stood seeking availabilities for spot tv cam-
paign to break in major markets beginning
of year for 26 weeks. Client considering
sponsorship of half-hour programs on alter-
nate week basis, seeking nighttime periods.
Agency: Wm. Esty Co., N. Y.
MULLS RADIO SPOT • Penick & Ford
(My-T-Fine desserts), N. Y., considering
radio spot schedule which, if approved, will
break in January. BBDO, N. Y. is agency.
ACCENT ON NEWSCASTS • Lever Bros.,
N. Y., buying all available five-minute
newscasts on MBS starting this past week-
end and running through Dec. 3 1 for Pepso-
dent toothpaste and Dove hand soap. Mini-
mum of 150 newscasts being cleared. About
$100,000 will be spent through Foote, Cone
& Belding (Pepsodent) and Ogilvy, Benson
& Mather (Dove), both N. Y.
RIBBON SPOTTING • Burlington Narrow
Fabrics Div. of Burlington Industries Inc.,
N. Y., for Christmas ribbons, will begin
spot schedules Dec. 9 for five days in 68
tv markets and 27 radio markets. Chain
breaks on women's daytime shows and late
evening minutes will be used in tv and
morning spots in radio. Ben Sackheim Inc.,
N. Y., is agency.
AIMS AT FARMS • Kendall Mills,
Walpole, Mass., for Tobacco Plant bed
covers, beginning 8-10 week radio spot
schedule in 34 markets Dec. 1 on morning
farm programs. H. B. Humphrey, Alley &
Richards, Boston, is agency.
MORE FOR ASPIRIN • National Brands
Div. of Sterling Drugs (Bayer aspirin), N. Y..
reportedly adding tv spots in undisclosed
number of markets, starting later this month
for balance of contract year (ends next Oc-
tober). Agency is Dancer-Fitzgerald-Sample.
Broadcasting
November 18, 1957 • Page 9
PEQPLE
at deadline
CBS-TV Plans 23 Ampex VTR's
To Overcome Time Differentials
CBS-TV will use 23 Ampex videotape
machines, some of them modified to handle
color, to enable virtually all affiliates to
receive network programs at their accus-
tomed clock hours during next year's day-
light saving time period. Network also will
use videotape to handle west coast repeats
year-round.
Details, filling in plans sketched to Af-
filiates Advisory Board last September, were
given officially to CBS-TV affiliates Thurs-
day by closed circuit, it was learned Friday.
Plan calls for tape centers in New York
(14 Ampex machines) and Hollywood
(nine machines). New York center will op-
erate during DST period, feeding delayed
broadcasts to both eastern and central zone
stations remaining on standard time. Holly-
wood center will service west coast stations
and also, year-round, replace kinescopes in,
handling of west coast repeats. Owing to
shortage of transcontinental circuits, moun-
tain zone stations during DST period will
get some west coast delayed feeds and some
live telecasts and accordingly will encounter
some program shuffling as in past DST
periods.
CBS-TV officials estimated cost of Am-
pex machines, additional circuits and op-
erating costs through 1958 would come to
more than $3 million. They anticipate ap-
proximately 600 hours of videotape opera-
tions per week (recording plus playback).
Use of videotape to replace kinescopes on
west coast repeats also will become effec-
tive with start of DST period, end of next
April.
Network officials appeared confident of
videotape recorders' future adaptability to
color.
CBS-TV disclosure followed by week an-
nouncement of similar plans by NBC-TV,
using new RCA color videotape equipment
along with Ampex units [Networks, Nov.
11], but CBS-TV authorities noted they
had briefed their Advisory Board on gen-
eral plan at Labor Day meeting but re-
frained from notifying on details till AT&T
had given reasonable assurance that cir-
cuits would be available.
Ampex Delivers Station Units
Ampex Corp. will deliver first production
model, VR-1000, of videotape recorder
Nov. 26 to KING-TV Seattle, second to
KGW-TV Portland, Ore. (under same own-
ership). Models in use at tv networks are
prototypes, not production models. More
than 100 videotape recorders will go to
stations as rapidly as Ampex can produce
them, company said, promising that before
end of 1958 new electronic device will be
available enabling VR-1000's to record color
as well as black-and-white programs.
First RCA Color Tape Recorder
For Local Use Sold WBTV (TV)
First RCA color tv tape recorder for use
in originating local color and black-and-
white programs purchased by WBTV (TV)
Charlotte, N. C, according to Friday an-
nouncement by Thomas E. Howard, engi-
neering vice president of Jefferson Standard
Broadcasting Co., and E. C. Tracy, man-
ager, broadcast and tv equipment depart-
ment, RCA.
Mr. Tracy said that unit, custom-built in
advance of production equipment, will be
delivered in September 1958 at cost of
$96,000. Pre-production unit is seventh en-
gineering prototype slated for delivery next
year. Six others were previously bought by
NBC for spring delivery at new "Tape Cen-
tral" being planned for Burbank, Calif.,
studios.
Asks Multiplexing Rule Change
Another request to FCC to revise multi-
plexing rule for fm stations specializing in
functional music programs filed — this by
Market-Casters Inc., franchise holder feed-
ing music, news, weather service to 149
Seattle, Wash., super markets via KING-
FM. Petition asked multiplexing require-
ment— which comes into force Jan. 1 — be
amended to permit, but not- require, multi-
plexing after that date. If required to multi-
plex, petition said, Seattle audience would
lose benefits of good music broadcasts. Same
request made by WPEN-FM Philadelphia
and KITE-FM San Antonio [Government,
Nov. 11, 4]. However, there has been some
opposition to this position (see page 102).
Allen Sworn in as USIA Head
Career diplomat George V. Allen sworn
in Friday as director, United States Informa-
tion Agency. Oath given by Sherman Adams
in early morning White House ceremony.
Mr. Allen, retiring U. S. Ambassador to
Greece, was chief of Voice of America when
overseas broadcast service was under State
Dept. He succeeds Arthur Larson, upped
to be Presidential assistant.
ADDS BERLIN TOUCH
Claimed to be a first for Irving
Berlin, composer's music with specially
written lyrics will be offered for com-
mercials on Pontiac's Annie Get Your
Gun on NBC-TV Nov. 27, MacManus,
John & Adams, N. Y., Pontiac agency,
announced Friday. Music for commer-
cials is from show score and will be
integrated with show, according to
agency Tv Vice President Mark
Lawrence.
Page 10
November IS, 1957
LOY HANNA, formerly account executive
and director of new business of Erlich,
Neuwirth & Sobo, N. Y., to Gore Smith
Greenland Inc., N. Y., as group account
supervisor and plans board member.
JOHN PEACE, with William Esty Co.,
N. Y., since 1941 and a vice president and
a director, appointed chairman of newly-
formed "operating committee" at agency.
KENNETH KELLER, formerly assistant
to executive vice president, Bristol-Myers,
to assistant vice president and director of
sales promotion, Pharmaceuticals Inc., N. Y.
Total 6% Tax on Advertising
Adopted by Baltimore Council
Baltimore City Council late Friday
adopted twin proposals placing 4% gross
sales tax on advertising media and 2% levy
on gross income of media (early story,
page 50).
Advertising Federation of American
board assailed adoption by Baltimore City
Council of advertising taxes. AFA board
charged this "ill-advised action can endanger
economy of entire nation," affecting jobs
of many wage-earners employed in mass
production industries dependent upon ad-
vertising.
SAG Tv Residuals Set Record
Screen Actors Guild in year ending Oct.
31, 1957, collected and distributed to mem-
bers 39,601 checks totaling $2,576,491 in
residual payments on tv entertainment films.
This represented more checks and more
money than in three preceding years com-
bined, Kenneth Thomson, SAG tv adminis-
trator, reported Friday at annual member-
ship meeting. Since December 1953, SAG
members have received $4,790,618 in tv
residuals. Leon Ames was installed as pres-
ident.
Establishment of health, accident, welfare
and pension plan for SAG members will be
guild's principal proposal when next negotia-
tions with theatrical and tv film producers
start in about two years.
Pay-Tv Showing Set
International Telemeter, Corp. (Para-
mount Pictures subsidiary), after showing
its pay-tv system in Los Angeles and New
York, opens third set of demonstrations at
Miami Beach this Wednesday where Thea-
tre Owners of America and Theatre Equip-
ment & Supply Mfrs. Assn. are holding
trade show.
CBS-TV to Cut 7-8 A.M.
After three years of trying to program
7-8 a.m. Monday-Friday time successfully,
CBS-TV is going to abandon that effort.
Jimmy Dean Show, currently keystone pro-
gram in that slot, will be dropped after
Dec. 13 broadcast, and CBS-TV will start
networking at 8 a.m., effective Dec. 16,
according to announcement Friday by Presi-
dent Merle S. Jones. Capt. Kangaroo will
continue at 8-8:45 a.m. with CBS Morning
News at 8:45-9 a.m.
Broadcasting
cfmtt? un gnepp
(* Dried apples with dumpling and ham slice)
feimstiluaiua Dutch favorites
THE VIEWING IS "WONDERFUL GOOD"
Viewers ore eating it up,..WLBR-TV's great programming.
Proof from Trendex:
Average Share of
Rating Audience
WLBR-TV 16.2 32.6
WGAL-TV 21.4 43.0
WHP-TV 3.1 6.2
WTPA-TV 2.8 5.7
THE COST IS "WONDERFUL LOW"
And smart timeboyers are discovering that WLBR-TV
delivers LEBANON, LANCASTER, HARRISBURG and YORK
at ONE-SIXTH the cost of nearest competitor! Blair-TV
Associates has the amazing, dollar-saving facts.
Seurce: Trendex, Five-City Area, Aiipst 1957
Newport
Duncannon
GRADE I
SCHUKlKIti
' ^stioemakersvilleo
LEBANON Fredericksburg BERKS
DAUPHIN '
\ rC \N READING
HARRISBURG ^^C^mst™
Mantieim
Mt.Wolf. Ne" Holl2ncli tfowni»wJ
Manchester ctebip* LANCASTER Cocrlesville/
i \ S. Cdatesvilte
YORK \ LANCASTER
YORK
Dallastown
Red Lion
f Hanover
Oxford
LEBANON -LANCASTER -HARRISBURG -YORK
...AMERICA'S NUMBER 1 UHF MARKET
A. TRIANGLE STATION
WLBR-TV
LEBANON — LANCASTER, PA.
Channel 15
INDEPENDENT • WORLD'S BEST MOVIES
Blair Television Associates, Inc.
Operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton, N. Y. / WHGB-AM, Harrisburg, Pa.
WFBG-AM • TV, Altoona-Johnstown, Pa. / WNHC-AM • FM • TV, Hartford-New Haven, Conn. / WLBR-TV, Lebanon-Lancaster, Pa,
Triangle National Sales Office, 4-85 Lexington Avenue, New York 17, New York
Broadcasting
November 18, 1957 • Page 11
And the remedy for one is the remedy for both! Talk to her more often. Her memory's
too short for once-or-twice-a-month messages alone to register. Every advertiser knows
this. The question is how to step up your advertising frequency today — at efficient costs.
The answer is with GBS Radio daytime drama. Where as little as $10,000 delivers 20.7
million commercial-minute impressions a week — 3.2 impressions on each of
6.4 million listeners. And, equally important, where your product story is delivered to
an audience tuned in on purpose... to listen. ~|"|_| £ CBS RADIO NETWORK
That's why drug product advertisers like Carter Products Inc.,
The Mentholatum Company and Pharma-Craft Company buy
daytime dramatic serials on CBS Radio, to deliver their selling
messages to an attentive housewife audience, on shopping days.
TO TURN RANDOM
TUNERS INTO
VETERAN VIEWERS
Now — in many markets — three
great adventure - action series
combined into one great 5-day-
a-week show! Why pay a pretty
penny for programs when you
can get top-rated series in your
market and hold on to all of
your own cash! For complete
details about this new plan,
phone today. Or wire Michael
M. Sillerman at TP A for your
market's availability.
Hurry! Marketsare
being reserved
today! Wire or
phone for private
screening!
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
IN REVIEW
THE FABULOUS INFANT
The first decade of television came under
the scrutiny of NBC-TV's Wide Wide World
a week ago yesterday (Sunday). Unfortu-
nately, WWW did not focus a really scruti-
nizing eye on "The Fabulous Infant" and it
is just this kind of quasi-journalistic en-
deavor— loose and uncertain — that hinders
the youngster's potential growth.
The trouble with this particular entry —
as with other WWW treatments in the past-
is that Pat Weaver's original brainchild just
cannot seem to make up its mind where it
wants to go and how it wants to get there.
Its very flexibility is its Achilles' Heel; as
the mechanical age's "roving correspond-
ent," it is always roving, never stopping long
enough at one place to dig into the essentials
of the story. Here again, its intent was con-
tinually on "the big picture"; consequently,
it often missed the littler and far more
interesting shots.
In "The Fabulous Infant"- — a joint net-
work venture in that both CBS-TV and
ABC-TV cooperated in providing old
kinescopes — WWW faced no shortage of
time or material, yet for some unfathomable
reason, it missed the point of its own story.
Yet, it ignored, to all intents and purposes,
the tv commercial; it said nothing about the
writers introduced by television, the
sociological effects of television on the home,
on education and on science, nor of the
economic impact on Hollywood (in terms of
shuttered film palaces) and the baseball
diamond (as illustrated recently by the
transcontinental move of the Dodgers and
Giants to pay-tv land). It dismissed the
tavern whence tv staggered into millions of
living rooms, and missed the true signifi-
cance of the Kefauver, McCarthy and other
hearings shown by not explaining that, as a
result of the merciless glare of the klieg
light and the unrelenting stare of the camera
eye, public figures have had to adopt a new
code of conduct or reckon with a force
known as the national conscience.
Instead, it chose to dawdle backstage at
NBC's Studio 6B where on June 8. 1949,
Milton Berle made himself an American
institution; a temporary one, at least, for
now the fading and no longer ebullient
comic talked about the "good old days"
when nothing went right and about the im-
mediate need now for new talent. WWW
then whisked out to Las Vegas to let rising
comic Ernie Kovacs reminisce about his
ups and downs; then WWW hopped here
and there— KMTV (TV) Omaha. WBZ-TV
Boston and KYTV (TV) Jefferson City (all
NBC-TV affiliates) — to look in on local
programming. Still later, it zoomed out to
Hollywood for a 90-second commercial by
Jack Webb for Jack Webb, hung around
long enough to transport viewers backstage
to Matinee and from there took them on a
whirlwind (montage) tour of the carpentry
shops, make-up rooms, master control, etc.
It was only toward the end that WWW
paused in its aimless resume of 10 years to
come up with some food for thought. Wisely
and commendably, producers Barry Wood
and. Herb Sussan carried some no-holds-
barred comment from outstanding tv critics:
Harriet Van Home of the New York World
Telegram & Sun who touched on the "vulgar
excesses" of both comics and commercials,
and Hal Humphreys of the Los Angeles
Mirror-News who contended that by allow-
ing advertisers to dictate program tastes and
tv standards, the fabulous infant has grown
some "barnacles" on its baby bottom.
Obviously, there was something to what
Mr. Humphreys said. It was just as obvious
that NBC (thanks to the cooperating rivals)
had on hand documentation to both prove
and challenge Mr. Humphreys' statement;
it's a pity the network couldn't have made
better use of it and, by having done so,
come up with a fair and balanced docu-
mentary on the first 10 years.
Production costs: $200,000.
Sponsored by General Motors Corp. through
MacManus, John & Adams on NBC-TV,
Sun. Nov. 10, 4-5:30 p.m. EST.
Executive producer: Barry Wood; producer:
Herbert Sussan; host: Dave Garroway;
director: Van Fox; writer: Lou Salaman;
technical supervisor: Cliff Paul.
HIGH ADVENTURE
With experienced traveller-movieman
Lowell ("Cinerama") Thomas as guide,
the opener in this monthly one-hour CBS-
TV series was devoted to a thoroughly fas-
cinating excursion through the wilds of
"uncontrolled" New Guinea, up into the
May River area, "10.000 miles from New
York — 10,000 years away in time."
The five-week High Adventure expedi-
tion journeyed deep enough into the interior
for Australian authorities (who administer
the island with restraint and wisdom) to
warn that here the natives, upon but slight
provocation, would "kill one another, eat
one another and cut one another's heads
off." Such unabashed violence is even more
of a threat to the white intruder.
With his radio sponsor Delco as an un-
obtrusive host, Mr. Thomas and colleagues
managed to witness and film an ancient
native initiation rite, a patently unfair
crocodile hunt (numerous natives against a
single baby croc) and the quiet courage of
one Peter O'Sullivan, Australian district
officer, who constantly treads the edge of
danger, attempting to maintain peace among
a primitive people.
Although only the more imaginative view-
ers could have worried about Mr. Thomas'
safety (the broadcasting veteran looked
more unconcerned than frightened) the
program did have its share of exciting
sequences. If future High Adventures de-
velop as well, the series should easily cap-
ture season's top honors in the network
travelogue category.
Production costs: Approximately $250,000.
Sponsored by Delco Div. of General Motors
Corp. through Campbell-Ewald on CBS-
TV, Tues. 9-10 p.m. EST. Started Nov.
12 on film from New York.
Star and narrator: Lowell Thomas
Executive producer: Gilbert A. Ralston; di-
rector: Lee Robinson; story editor: Judith
Page 14 • November 18, 1957
Broadcasting
UNO tf RUBICAM, SMC°
Aduwtisim?
NEW YORK • CHICAGO ■ DETROIT ■ SAN FRANCISCO • LOS ANGELES ■ HOLLYWOOD ■ MONTREAL ■ TORONTO
LONDON • MEXICO CITY ■ FRANKEURT ■ SAN JUAN • CARACAS
Television wasn't in the picture — back in 1923 — when Y & R
started in business with the basic idea of resisting the usual.
Today with TV commercials calling for more and more
ingenuity and imagination, it's still a good principle to follow
— if you want your commercials to stand out above the rest,
and get the increased attention that leads to increased sales.
Broadcasting
November 18, 1957 • Page 15
IN REVIEW CONTINUED
Delivering
Your Katz Representative
will tell you more
about channel
i
NEW ORLEANS
IN THE
CRESCENT CITY
Bublick; production associates: Milton A.
Fruchtman, James L. Caddigan, Jay Ca-
vill; produced by Odyssey Productions
Inc.
BOOKS
THE HARCOURT, BRACE AWARDS,
BEST TELEVISION PLAYS 1957,
Edited by William I. Kaufman; Har-
court, Brace & Co., New York. 303 pp.
$5.75.
Rod Serling's " Requiem for a Heavy-
weight," cited often as the most outstanding
tv play in 1956, was first prize winner of
the Harcourt, Brace Awards. The drama
leads off the collection Best Television Plays
1957, which is a volume of the Harcourt,
Brace award winning plays edited by NBC
sales representative William Kaufman and
published a fortnight ago. "Cracker Money,"
by Steven Gethers and "The Five-Dollar
Bill," by Tad Mosel are the second and
third prize winning plays, appearing in the
volume along with four other complete
plays of the 1956-57 season. The editor has
included a television script market list and
a roster of literary agents specializing in
the tv market.
THE WRITERS GUILD OF AMERICA
PRESENTS: THE PRIZE PLAYS OF
TELEVISION AND RADIO 1956. Ran-
dom House 457 Madison Ave., New York
City; 309 pp. $5.
Not all television is as bad as one would
believe from reading tv review pages. And
while some may think that selections by
writers of the best of their colleagues' work
is like the blind reading the blind, the fact
remains that (a) these plays are good and
(b) the guild did not rely only on script
writers as judges. Among them are director
John Frankenheimer, CBS script editor Ed
Roberts, former New York Post critic Jay
Nelson Tuck, tv comics Groucho Marx and
Jerry Lewis, social critic Gilbert Seldes, ABC
newscaster and Vice President John Daly,
playwright Clifford Odets, novelist A. B.
Guthrie Jr., and actors Jim Backus, Nina
Foch and Ronald Colman.
Plays included are Rod Serling's "Requiem
for a Heavyweight" (CBS-TV's Playhouse
90); J. Harvey Howell's "Goodbye, Gray
Flannel" (NBC-TV's Robert Montgomery
Presents the Schick Television Theatre);
George Roy Hill's and John Whedon's "A
Night to Remember" (NBC-TV's Kraft Tele-
vision Theatre); Allan Sloane's "Bring on the
Angels" (CBS Radio Workshop); Leonard
Stern's and Sydney Zelinka's "The $99,000
Answer" (CBS-TV's The Honeymooners
with Jackie Gleason); Kenneth Kolb's "She
Walks in Beauty" (NBC-TV's Medic) ; James
Elward's "Paper Foxhole" (NBC-TV's Kraft
Television Theatre); Stanley Niss' "The Pen-
ny (CBS Radio's The 21st Precinct) ; Robert
S. Greene's NBC Radio documentary Deci-
sion for Freedom; Si Rose's sketch for the
Nov. 27, 1955, Edgar Bergen Show on CBS
Radio; Thelma Robinson's "The Visitor"
(CBS-TV's Lassie) and the contributions of
gag writers Hal Kanter, Howard Leeds,
Harry Winkler and Everett Greenbaum to
the Nov. 12, 1955, George Gobel Show on
NBC-TV.
Page 16 • November 18, 1957
Broadcasting
Place your message
where it gets results!
RIGHT IN THE HEART OF THE
RICH ROCHESTER AREA!
Your sales message scores when you send it soaring through the
air-waves via WHEC, the station that's way out in front in
Rochester! Competing with five other local stations, WHEC
rates FIRST in 51 out of 72 daily quarter-hours — has an average
sbare-of-audience of 26.7%! (Latest Rochester Metropolitan
Area PULSE report, March, 1957).
BUY WHERE THEY'RE LISTENING
WHEC
NEW YORK
5000 WATTS
Representatives: E VERFTT-McK INNE Y, Inc., New York, Chicago; LEE F. O'CONNEL CO., Los Angeles, San Francisco
: : \ broadcasting
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
1735 DeSotet »v It W, Washington 6, D. C
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
□ 52 weekly issues of BROADCASTING $7.09
□ 52 weekly issues and Yearbook Number 11.00
□ Enclosed □ Bill
name title/ position*
company name
address
city zone state
Please send to home address — —
OPEN MIKE
'Read by the Majority'
editor:
In the short week that has elapsed since
my Monday Memo was published Nov. 4,
I have had innumerable comments, letters
and phone calls referring to it. This large
response proves what I have always felt —
that Broadcasting magazine is not only
seen but read by the majority of those con-
cerned with broadcast advertising.
Jeremy D. Sprague
Timebuying Supervisor
Cunningham & Walsh Inc.
New York
The South Will Rise Again
editor:
The United Daughters of the Confed-
eracy, meeting in Richmond, Va., the capital
city of the Confederacy, for their annual
national convention and for the dedication
of their new National Headquarters Bldg.,
attended a screening of a tv series based on
the life and exploits of one of the Confed-
eracy's greatest heroes, Col. John S. Mosby.
The dear old ladies, about 500 of them,
cheered themselves hoarse and several times
attempted a quavering version of the rebel
yell.
Vic Bikel of CBS Film Sales awarded the
President General a framed scroll appoint-
ing her an Honorary Colonel of Mosby's
Raiders. She nearly fainted from the ex-
citement and several of the ladies present
offered her a whiff of their smelling salts.
Oh, it was a great time for the South, suh!
Do you think The Gray Ghost will have
any trouble garnering a real rating on
WRVA-TV, ch. 12, Richmond?
John L. Stone Jr.
Promotion Manager
WRVA-TV Richmond, Va.
News Reporting Is a Trust
editor:
Re "The Way to Equality" [Editorial,
Oct. 21], there should be no concern by
broadcast newsmen because print reporters
requested separate interviews with travelers
at Idlewild airport. . . . The very fact that
broadcast newsmen can interview on this
semi-exclusive basis should give them an
additional incentive to provide on-the-air
scoops, not only by the immediacy of their
medium but in subject matter as well.
Prohibiting broadcast newsmen from pub-
lic events is quite another matter. Any in-
fringement on the people's right to know is
contrary to the public welfare and should
be so appraised by all newsmen. The relative
qualifications of the reporters covering the
public events have no bearing whatsoever
on the principle involved.
The slow progress you speak of by some
stations to accept their "journalistic respon-
sibility" is because they do not realize what
good journalism is, why good journalism is
Broadcasting
r
KRON is WitiSF
Broadcasting
November 18, 1957 Page 19
HERE'S WHY IT'S YOUR BEST BUY:
MORE VIEWERS
/
in every ARB survey of the
Raleigh-Durham area
MORE COVERAGE
... a total of more than
2 Million Population
18# more for your monev
than Station A
21 7$ more than station B
Get the full picture
on
WRAL-TV
TOP POWER CHANNEL 5
RALEIG
H jgCj N. C.
Represented by H-R
OPEN MIKE
CONTINUED
necessary, nor even that good journalism is
a public trust. It is of the utmost necessity
and importance to obtain trained newsmen
and to have news broadcasting included as
a major subject in journalism schools. It is
of primary importance to establish news
seminars now for both current station news-
men and station management to help them
both understand that they must fulfill those
responsibilities to the public guaranteed by
the Constitution, and not merely fulfill those
responsibilities required by the FCC. . . .
To editorialize merely to attempt to "com-
mand the respect of public officials," or to
"become a force" in the community, or to
use the editorials only as a "mechanism
that can fight back," would only indicate
a lack of understanding of the public trust
that makes editorializing necessary.
William J. Wiggins
Director of Promotion & Advertising
WTOP Washington, D. C.
Fm Tuners Via Tv
editor:
It is a shame the way we (or somebody)
have let fm die. Fm radio that is.
Couldn't you or the broadcasters, or both,
petition Electronic Industries Assn. (again,
or somebody) to urge television receiver
manufacturers to incorporate fm in all new
television sets? There is a lot of blank
spectrum (as far as commercial radio and
tv is concerned) between tv ch. 6 (82-88
mc) and ch. 7 (174-180 mc). Our fm broad-
cast band begins right where ch. 6 stops.
Why couldn't the fm band be added to tv
tuners right here? Fine tuning would be
used for "bandspread." Tv antennas are
broad-banded enough to serve for fm as well
as normal tv reception. Switching to the
new "fm channel" could also kill the tv
horizontal oscillator section as well as other
not needed circuits, or a separate "tv-fm"
switch could be incorporated.
Actually, this fm feature incorporated in
new tv sets would cost the manufacturer less
than a dollar. But look what a shot-in-the-
arm it would give fm radio. (And, too, mod-
ern television sets are "hotter" than the run-
of-the-mill fm sets and therefore reception
should be excellent).
Ed Howell
Technical Supervisor
WMIX-AM-FM Mt. Vernon, III.
Lads in Uniform Tuned in, Too
editor:
Your article [International, Oct. 7]
which deals with transmission of the World
Series to many parts of the world ... is
far from complete.
Armed Forces Radio & Television Serv-
ice, for the third year in a row shipped
kinescope recordings to all Armed Forces
Television Service outlets overseas (23 in
all parts of the globe). All received the
film within 24 to 48 hours after the game.
More than 100 radio stations are in the
Armed Forces Radio Service. There are
THE
FAMILY
DENVER
Denver families buy the
products and services they
see advertised on KBTV
because KBTV is the only
Denver station programmed
for the entire family . . .
For the highest-rated
one-minute availabilities,
Daytime or Nighttime in
Denver, see Peters, Griffin,
Woodward, Inc. NOW!
KBTV
John C. Mullins
Prewdent
Denver's
Family
Station
Joe Herold
Station Manager
Page 20 • November 18, 1957
Broadcasting
ORTHIC
for Color
You are looking at the new RCA-7037, an improved image orthicon that has much higher*3
sensitivity— will outperform and outlast any other image orthicon— and retain high
sensitivity throughout life.
Here are a few of the outstanding advantages of this new tube: (1) Higher effective
sensitivity to red, green, and blue permits reduction in lighting level or lens aperture,
(2) Increased ratio of blue to red sensitivity provides better balance of the effective
sensitivity between color channels with incandescent lighting, (3) A new "stabilized"
target greatly reduces any tendency toward an increase in picture "sticking"
throughout the life span of the tube— and thus makes possible more hours of service
and lowered camera operating cost, (4) Super-Dynode design insures freedom from
dynodeburn, (5) Micro-Mesh does away with defocusing to kill moire
and mesh pattern, and allows full aperture correction to improve picture-detail contrast.
RCA-7037 can be used in place of Type 6474 in all modern color-TV cameras— without changing
color filters. RCA-7037's are available now— from your RCA Industrial Tube Distributor.
For a technical bulletin, write RCA Commercial Engineering, Sec . K-13-0, Harrison, N. J.
RADIO CORPORATION OF AMERICA
How RCA-7037 can improve
your Color Operations
• Reduces operating costs 3 ways—
—in lower studio lighting costs, both
initially and throughout tube life
— in lower air-conditioning costs in
station studios
—in lower camera-operating costs
• Gives you greater freedom in staging
and lighting techniques
• Delivers longer tube life
• Provides "stabilized" target opera-
tion
• Extends tube pro-rata warranty from
350 to 500 hours
• Extends 100% tube warranty from
15 hours to 50 hours
® Electron Tube Division
Harrison, N. J.
1
The
CBS Radio
Pacific Network
doesn't miss
a thing!
Consider first
the 3 Pacific Coast
states. Their vast
323,000 square miles
contain almost 6
million radio homes.
Well, sir, it takes
245,000 watts
of well placed power
to reach 'em all.
We have it! And if
you market
in the 8 other far
west states,
we offer you our
Mountain Network
to blanket that
area, too! That's why
we don't miss
a thing
—and neither
does the advertiser
who depends
on us.
OPEN MIKE
CONTINUED
many closed-circuit radio outlets as well as
wired audio systems in service hospitals
everywhere. To these the Series is carried
via shortwave radio from both New York
and Hollywood (by transmitters ranging
from 50 kw to 200 kw).
Added to your article, [this] indicates
true world coverage.
James H. Rose
Lt. Col., USAF
Officer in Charge
AFRTS, Los Angeles
Orienting an American's Views
editor:
I would like to correct Steve Parker [In-
ternational, Sept. 2] about tv business in
Japan.
First, Fuji cigarettes is not an advertiser
but a brand name. So, if he speaks of "big
advertisers," it should be Japan Monopoly
Corp. [tobacco industry in Japan is a monop-
oly].
Second, he maintains titling is impractical
since it requires vertical insertion and is done
only on Ziv's Cisco Kid or CBS-TV Film
Sales' reruns of / Love Lucy. On the con-
trary, titling here is either vertical or hori-
zontal and, in fact, is done horizontally for
/ Love Lucy.
Third, Mr. Parker said, "rare are the
times when a tv show gets on or off on time."
There is absolutely no such thing happening
as a 7:30 show getting underway at 7:55
[as Mr. Parker reports].
Also he doubts that the industry will ever
match the home impact of U.S. tv. It sure
does! The first commercial tv station in
Japan, Nihon Tv Network, came up with the
idea of installing [public] tv sets to attract
people and popularize tv and build up audi-
ence. Seeing the results, bars, restaurants
and beer gardens started installing tv sets.
Once the people can afford a tv set, they
come straight back home to watch tv.
Bunji Nagakiyo
Producer, News Section
Nihon Tampa Hoso
Japan
Maverick Was in Omaha
editor:
Aware of your addiction to accuracy, I
am prompted to report that the statement
that James Garner "reportedly made his
first personal appearance" at the Maverick
calf scramble in Dallas [Programs & Pro-
motions, Oct. 21] is obscured by the facts.
KETV (TV) hosted Garner more than a
month ago in a daylong Maverick celebra-
tion Sept. 21. He made numerous personal
appearances, including those as the star
of a two-mile-long parade, was honored
guest at Boys Town, and participated in a
"Meet Maverick" get-together with hun-
dreds of local youngsters.
Robert F. Coats
Promotion Manager
KETV (TV) Omaha, Neb.
Broadcasting Publications
Sol Taishoff
President
H. H. Tash
Secretary
Maury Long
Vice President
Edwin H. James
Vice President
B. T. Taishoff Irving C. Miller
Treasurer Comptroller
Page 22 • November 18, 1957
BROADCASTING*
TELECASTING
THE B4JSINESSWEEKLY OF TELEVISION AND RADIO
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood),
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Win. R. Curtis, Jacqueline Eagle,
Myron Scholnick, Jim Thomas
EDITORIAL ASSISTANTS: Rita Cournoyer, Frances
Pelzman, Benjamin Seff
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
SALES MANAGER: Winfield R. Levi (New York)
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
CLASSIFIED ADVERTISING: Doris Kelly
ADVERTISING ASSISTANTS: John Henner, Ada
Michael, Jessie Young
COMPTROLLER: Irving C. Miller
ASSISTANT AUDITOR: Eunice Weston
SECRETARY TO GENERAL MANAGER: Eleanor Schadi
CIRCULATION & READER'S SERVICE
MANAGER: John P. Cosgrove
SUBSCRIPTION MANAGER: Frank N. Gentile
CIRCULATION ASSISTANTS: Gerry Cleary, Christine
Harageones, Charles Harpold, Marilyn Peizer
BUREAUS
NEW YORK
444 Madison Ave., Zone 22, PLaza 5-8355
Editorial
SENIOR EDITOR: Rufus Crater
BUREAU NEWS MANAGER: Lawrence Christopher
AGENCY EDITOR: Florence Small
ASST. NEW YORK EDITOR: David W. Berlyn
NEW YORK FEATURES EDITOR: Rocco Famighetti
STAFF WRITERS: Ruth L. Kagen, Frank P. Model,
Diane Schwartz
Business
SALES MANAGER: Winfield R. Levi
SALES SERVICE MANAGER: Eleanor R. Manning
EASTERN SALES MANAGER: Kenneth Cowan
ADVERTISING ASSISTANT: Donna Trollnger
CHICAGO
360 N. Michigan Ave., Zone 1, CEntral 6-4115
MIDWEST NEWS EDITOR: John Osbon
MIDWEST SALES MANAGER: Warren W. Middleton.
Barbara Kolar
HOLLYWOOD
6253 Hollywood Blvd., Zone 28, Hollywood 3-3148
SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: Bill Merritt. Virginia
Strieker
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
SUBSCRIPTION PRICES: Annual subscription for 52
weekly issues $7.00. Annual subscription including Year-
book Number $11.00. Add $1.00 per year for Canadian
and foreign postage. Subscriber's occupation required.
Regular issues 35? per copy; Yearbook Number $4.08
per copy.
SUBSCRIPTION ORDERS AND ADDRESS CHANGES: Send
to BROADCASTING Circulation Dept., 1735 DeSales St.,
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both old and new addresses.
BROADCASTING* Magazine was founded In 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*— The News Magazine of the Fffth Estate.
Broadcast Advertising* was acquired In 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Rog. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Broadcasting
...al 'round Detroit
Michigan's Most Powerful Independent Station •
10,000 watts day • 1,000 watts night • 1500 KC •
AM-FM • Tops in News, Music and Sports
NATIONAL SALES HEADQUARTERS
625 Madison, New York 22, Plaza 1-3940
Represented Nationally by THE KATZ AGENCY
ABC-TV has added a live, full-time affiliate in Boston— WHDH-TV (Channel 5) !
Now all Boston can see all ABC-TV shows, as scheduled and programmed. And
ABC-TV coverage of U.S. TV homes takes another jump — right up to 94.2%*.
Already this year, ABC-TV has added live, competitive affiliates in San
Antonio, Tucson, St. Louis, Miami, Norfolk, Peoria, Omaha, Ft. Wayne, Indian-
apolis and Youngstown. Now WHDH-TV in Boston (the nation's sixth market)
raises ABC-TV's live coverage to 82.3% of all U.S. TV homes. This season's
further additions — Amarillo and Chattanooga — will push that figure to a whack-
ing 83.1%.
That's the kind of news that sets a whole town buzzing. And an avenue, too
— Madison or Michigan!
SOUTHERN
CALIFORNIA
INTERURBIA
SANTA BARBARA
LOS ANGELES
SAN BERNARDINO •
RIVERSIDE •
PALM SPRINGS •
SAN DIEGO
ERED BY
stations
IMPERIAL VALLEY £>
INTERURBIA ... "a complex
of cities, towns, suburbias
which have grown together
. . . "is startlingly illustrated
in the solidly packed strip
from Santa Barbara through
Los Angeles and San Bernar-
dino-Riverside to San Diego.
NCS #2 CONFIRMS individ-
ual city ratings . . . only 3
radio stations are popular
and powerful enough to de-
liver complete this multi-mil-
lion super-market.
OF THIS TOP TRIO,
KBIG is
• the only independent
• the least expensive
• LOWEST in cost-per-
thousand by one yard-
stick, second by the
other.
Any KBIG or Weed man
would like to show you the
documents.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-3205
Nat. Rep. WEED and Company
OUR RESPECTS
to Edward Palmes Shurick
ANALYSIS: Ed Shurick can be expected to be resourceful and reliable — but not
always predictable. He underlined that fact only a few weeks ago by resigning
as a CBS-TV vice president and director of station relations to become executive
vice president of Blair-Tv, station representative.
Mr. Shurick, a disarming fellow who speaks gently but wields enormous influence
through intimate and wide knowledge of the broadcast field, is as modern and active
as the Austin Healy 106 sports car he drives.
In making the change from CBS-TV to Blair-Tv, Mr. Shurick transfers his focus
from networking to spot selling. Physically speaking, however, the move meant
only a few New York blocks — from 485 to 415 Madison Ave. He made this short
hop by way of the Virgin Islands, where he vacationed for a short time.
As executive vice president at Blair-Tv, Mr. Shurick can be expected to provide
much of the spark that is necessary to ignite new sales and research development
in the spot field. He has always been one to burn the midnight oil — and is never
without an attache case going to and from his Weston, Conn., home.
Edwards Palmes Shurick was born in Duluth, Minn., on Dec. 15, 1912, son of
Edward P. Shurick Sr., who during his career was Minneapolis sales manager with
KSTP St. Paul. Mr. Shurick Jr. attended St. Paul central high school and spent
two years at the U. of Minnesota.
Among his colleagues was CBS' Eric Sevaried. (He later finished his university
study at night school at the U. of Kansas City majoring in economics.)
In Minneapolis, in 1935, Mr. Shurick joined Addison Lewis Assoc., an adver-
tising agency, after having served as a sports director and announcer (announcing
play-by-play sandwiched between such luminaries as Ted Husing and Bill Stern) at
WDGY Minneapolis. In 1933 he married Dolores Pipes of St. Joseph, Mo. — "getting
married young to the one I did was the best decision I ever made."
IN 1938 he was local salesman for KLO Ogden, Utah ("where I really learned
about the radio business"), and where he did all the varied jobs which had to be
handled at a station in those years. By 1939 he was national sales manager for the
newspaper that owned the station. By 1941 he was back at KLO and one of the
founders of the Intermountain Network in Salt Lake City. Mr. Shurick served as
that network's first general sales manager.
From 1942-47, Mr. Shurick was advertising and promotion director of Arthur
B. Church's KMBC Kansas City; was account executive in charge of promotion and
research for three years with Free & Peters (now Peters, Griffin, Woodward) and
joined CBS in March 1950 as market research counsel for CBS Radio. In 1951
he was made account executive in CBS-TV sales and, a year later, manager of
network sales development (he set up this new department).
During this period and his subsequent years in station relations — he became na-
tional director of CBS-TV's station relations in 1954 — he pioneered in the study
of pricing and standard affiliation practices, creating the network's affiliation plans
committee. He also was the "father" of the Extended Market Plan at CBS-TV de-
signed to aid the small market tv station.
Mr. Shurick can discuss a wide range of experience in the broadcast field, from
agency to station, from network to representative. He recalls, for example, that
when he first joined CBS Radio he worked on presentations, helping to deliver some
"several hundred" to agencies. He also is a believer in research, an attitude he has
carried with him to his new job.
Aside from his sports car enthusiasm, Mr. Shurick is a golfing, fishing, hunting
and skeet shooting fan (he's a member of the Weston Gun Club). His home is
adorned with antiques, a pursuit that he calls "an investment hobby." He is a
member of the Ararat Temple Shrine in Kansas City (Harry Truman's Temple), the
Broadcast Pioneers, the Society of Television Pioneers and the Radio & Television
Executives .Society of New York.
Mr. Shurick also is an author — in 1946 he published a history of radio entitled
The First Quarter-Century of American Broadcasting.
The Shuricks have four children — Patricia Annette. 19, Sandra Sue, 15, Linda
Jean, 12, and a son, Edward P. Shurick III, 9.
Page 26 © November 18, 1957
Broadcasting
IN THE PUBLIC SERVICE OF GREATER DETROIT
ill
THE
WKMH TRAFFIC
COMMUNICATOR
1
a WKMH origination
Throughout the peak travel hours of the day the Traffic
Communicator, a uniformed policeman broadcasting directly from
Detroit Police Headquarters, supplies "The Man on Wheels"
with up-to-the-second reports on traffic conditions — accidents,
tie-ups, routes to avoid. Special bulletins are rushed on the air
seconds after news reaches Police Headquarters. In the City on
Wheels, where over 81% of the families own cars — where over
65% use those cars as their principal means of transportation
to and from work — this information is a MUST! Here is news
broadcasting at its highest level — true public service!
DETROIT • DEARBORN
John Carroll, Managing Director
KNORR BROADCASTING CORP. Z^-TS^ —
Broadcasting
November 18, 1957 • Page 27
. .piii St, WC. reports:
positions among
„ here »s ^ «*■*■' «Jtt ^mates oi *• sue
He is «e" ehepr0"cted into accurate
IG GIB
WATCH ZIV'S NEW
CONTENDER FOR
TOP RATINGS!
STARRING
ZIV SETS THE RATING PACE!
3FTOP5
SYNDICATED SHOWS
IN DAYTON
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n
n
#5
MEN OF
ANNAPOLIS . . .
HIGHWAY
PATROL'
SCIENCE FICTION
THEATRE
33.3
33.0
25.0
Pulse Sept. '57
n
n
#5
HIGHWAY
PATROL .
1 CALLED X.
DR.CHRISTIAN.
42.5
39.2
36.9
Pulse, Aug. '57
n
#2
n
HIGHWAY
PATROL .
DR.CHRISTIAN.
MEN OF
ANNAPOLIS . . . .
31.9
23.1
18.5
ARB. Sept. '57
n
n
#5
HIGHWAY
PATROL
MEN OF
ANNAPOLIS . . .
SCIENCE FICTION
THEATRE
15.2
14.4
13.5
ARB. Sept. '57
SYNDICATED SHOWS
IN ATLANTA
38rTOP5
SYNDICATED SHOWS
IN BALTIMORE
2STOP3
SYNDICATED SHOWS
IN HOUSTON
3SHDP5
SYNDICATED SHOWS
IN CLEVELAND
n
#5
SCIENCE FICTION
THEATRE
DR.CHRISTIAN.
MAN CALLED X.
20.7
14.9
14.2
Pulse, Aug. '57
n
#2
#4
HIGHWAY
PATROL
MEN OF
ANNAPOLIS . .
MR. DISTRICT
ATTORNEY . .
21.4
17.9
13.6
ARB. Sept. '57
#1
n
HIGHWAY
PATROL .
MARTIN KANE .
20.7
16.5
Pulse, Aug- '57
#1
#2
#3
HIGHWAY
PATROL .
MR. DISTRICT
ATTORNEY . .
MEN OF
ANNAPOLIS . .
24.8
21.0
17.2
ARB, July '57
HE SPONSOR OF A ZIV SHOW HAS THE GREATEST OPPORTUNITY FOR TV SUCCESS!
ziv
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^ TIME AFTER TIME IN CITY AFTER CITY!
From the top name in syndication come the top shows in continuing audience surveys!
conquers CARTHAGE/
Carthage, Arkansas, is one of hundreds of towns and
villages in KWKH's 140-county Nielsen
coverage area. KWKH's weekly daytime pene-
tration is actually 221,600 radio families!
And right at home in Shreveport, KWKH is also a
family institution! In Caddo Parish, KWKH
reaches 50% more homes weekly than does
the second station.
KWKH is tops in Shreveport — tops outside Shreveport.
Gives you more audience than all other
Shreveport stations combined! The Henry
I. Christal Co., Inc. has the facts.
KWKH
A Shreveport Times Station
TEXAS
SHREVEPORT, LOUISIANA
ARKANSAS
KWKH Nielsen coverage map (NCS No. 2, Nov., 1956)
showing counties with daytime weekly audience of
10% or more of total homes. Nielsen actually credits
KWKH with measurable audiences as far distant as
Luna County, New Mexico!
50,000 Watts • CBS Radio
The Henry I. Christal Co., Inc. Henry Clay Fred Watkins
Representatives Executive Vice President Assistant Manager
■KJB BROADCASTING
THE BUSIN ESSWEEKLY OF TELEVISION AND RADIO
Vol. 53. No. 21 NOVEMBER 18, 1957
PAY TV VETOED IN 10-CITY POLL
• Broadcasting-Pulse Inc. survey in major markets shows 2-1 against
• Yea's want it on cheaper basis, would prefer paying per-program fee
Viewers in 10 major markets representing
all sections of the U. S. are divided 2-to-l
against pay television.
This was revealed last week in a special
survey conducted for Broadcasting by The
Pulse Inc. as this magazine sought to explore
more definitively the public attitude on one
of the most controversial issues to grip tele-
vision since its emergence as a major
medium.
Two-thirds of the respondents voted that
they were "not interested" in having toll.-tv
in their homes even though they were told
that "first-run movies, major sports events,
Broadway shows, operas, balle'.s" were
among the programs being held out to them
as a supplement to their free-tv fare.
In the Pulse poll for Broadcasting, the
proportion of viewers "interested" in toll
television ran higher than in some other
recent but more localized studies — notably
one in the Salinas-Monterey and San Luis
Obispo areas of California where the tally
Of those who preferred per-program pay-
ments, the greatest preference was for $1
to $1.24 per program. A little less than
32% checked that price range. But an equal
number said they were willing to pay less
than a dollar per program, so that overall
some 63.5% came under $1.25 in their price
preferences. The second largest single pref-
erence was in the 50-74 cent range (17%)
and the third largest (8%) checked the 25-
49 cent span. Almost one-fourth didn't
know how much they would be willing to
pay.
Among those who preferred to pay by
the month and see all they wanted, almost
64% fell under the $6-a-month figure. The
number of those who voted for a monthly
price somewhere between $1 and $2.49 ex-
ceeded all those who would be willing to
pay $6 or more.
How would these figures stack up in
Bartlesville?
Officials of Video Independent Theatres,
now on free television. This was approxi-
mately the same number — a few less — than
those who would not be interested in pay tv
as a supplement to free tv. Whether the
similarity in these "nay" votes indicated a
bias against payment for any programs, or
whether it had other significance, could not
be pinpointed statistically.
The study did show that more than 93%
of the viewers regarded present free-tv fare
as satisfactory or better. Some 18% voted
it excellent, 44.2% thought it good, and
31.3% considered it satisfactory. Asked to
put a monetary value on these free pro-
grams, an even 50% chalked them down as
worth $1 a week, while 22.6% rated them
at $5 a week. One-fifth had no opinion.
Among those willing to pay for programs
now on the air, if they were not being dis-
tributed free, Playhouse 90 was the most
popular choice in the drama category; Father
Knows Best in the comedy and situation
comedy field; Perry Como Show among
WHAT
PULSE
FOUND
OUT
DO THEY WANT SUBSCRIPTION TV?
Number Per Cent
Yes 470 33.4
No 939 66.6
Total 1 ,409 1 00.0
was 5,002-to-4 against pay television, and
one conducted by Sen. William Langer (R-
N. D.) in Bartlesville, Okla., where a wired-
subscription-tv is now underway and where
Sen. Langer's returns at last report indi-
cated a l,930-to-163 majority against [Pro-
gram Services, Nov. 11].
Two-thirds of those "interested" in having
pay tv in their homes said they would
prefer to pay by the program, rather than
by the flat monthly fee. Their reasons for
this choice were not explored. But one
possibility advanced is the belief that on a
per-program basis they could keep a month's
total expenditure below what they would be
charged on a flat monthly basis giving them
access to all pay-tv programming.
operators of the Bartlesville toll-tv test, have
estimated that in that town of 8,500 tv
homes they need 2,000 subscribers at $9.50
a month to break even. That comes to
$19,000 a month.
At $5 to $5.99 a month — the preferred
range in the Broadcasting-PuIsc study —
the Bartlesville operators would have to
boost their break-even point to a new level
of from about 3,170 to 3,800 homes.
The proportion of "don't knows" was
about the same among those estimating pay-
ments on a monthly basis as among those
preferring a per-program payment.
The study also showed that almost two-
thirds of the respondents would not be will-
ing to pay for programs similar to those
varieties and musicals; What's My Line? in
the quiz and audience participation category;
boxing in the sports line; Cheyenne among
westerns; Alfred Hitchcock Presents for
mystery and adventure; Wide Wide World
in the documentary-educational-forum inter-
views area. In the miscellaneous group Dis-
neyland was tops (Broadway shows got
only 0.6% in that group as against 4.3%
for Disneyland).
The survey was conducted in New York,
Seattle, Atlanta, Cleveland, Dallas, Milwau-
kee, New Orleans, St. Louis, San Francisco
and Chicago. Respondents totaled 1,409, of
whom 983 said they had and 426 said they
had not previously heard of pay tv.
COMPLETE PULSE RESULTS ON PAGE 32
Broadcasting
November 18, 1957 • Page 31
BREAKDOWN OF PULSE-BROADCASTING PAY TV SURVEY
Table 1
KNOWLEDGE OF SUBSCRIPTION TV
Question: Have you heard of a toll or sub-
scription tv service which will al-
low you to see special programs
on tv (in addition to those you
now get free) by paying a fee?
Number Per Cent
983 69.8
426 30.2
Yes
No
Total respondents
Table 2
1,409
100.
INTEREST IN SUBSCRIPTION TV SERVICE
Question: This subscription tv service might
include first-run movies, major
sports events, Broadway shows,
operas, ballets, etc. Would you be
interested in having this service in
your home?
Yes 470 33.4
No 939 66.6
1,409
100.
Total respondents
Table 3a
METHOD OF PAYING FOR SUBSCRIPTION
SERVICE
Question: If you took such a subscription
tv service would you rather pay
by the program, or pay a set
monthly fee?
Pay by program 312 66.4
Pay by set monthly fee 141 30.0
Don't know 17 3.6
Total respondents 470 100.
Table 3b
AMOUNT WILLING TO PAY BY PROGRAM
Question: (If by program) how much would
you be willing to spend for a
special program?
Under 25 cents
2
.6
25-49 cents
25
8.0
50-74 cents
53
17.0
75-99 cents
19
6.1
$1.00-1.24
99
31.8
1.25- 1.49
2
.6
1.50- 1.99
11
3.5
2.00- 2.49
20
6.4
2.50- 2.99
1
.3
3.00- 4.99
1
.3
5.00 & over
2
.6
Don't know
77
24.8
Total respondents
312
100.
Table 3c
AMOUNT WILLING TO PAY FOR SET
MONTHLY FEE
Question: (If set monthly fee) how much
would you be willing to spend
each month?
i $1 00-$ 1.49
7
5.0
i 1.50- 1.99
1 2.00- 2.49
13
9.2
i 2.50- 2.99
8
5.7
1 3.00- 3.99
12
8.5
i 4.00- 4.99
7
5.0
5.00- 5.99
43
30.5
i 6.00- 6.99
1
.7
i 7.00- 7.99
1
.7
i 8.00- 8.99
1
.7
i 9.00- 9.99
1
.7
i 10.00-10.99
7
5.0
i 11.00-12.99
1
.7
i 13-16.99
2
1.4
i 17-19.99
2
1.4
1 20-25.00
1
.7
igi Don't know
34
24.1
H Total respondents
141
100.
P Table 4a
!| WILLINGNESS TO
PAY FOR
PRESENT
TV PROGRAMS
Question: Would you be willing to pay for
television programs similar to
those now on the air if there were
no other way of getting them?
Number Per Cent
Yes 510 36.2
No 899 64.8
Total respondents 1,409 100.
Table 4b
Question: If yes, what programs now on the
air would you be willing to pay
for if they were not distributed
free?
Drama
Playhouse 90
a o
DO
13.3
Climax
4U
H O
I.O
Studio One
1 A
1 Q
3.9
Kraft I heatre
19
3.7
Crossroads
0
l.Z
G. E. Theatre
4
8
Jane Wyman
4
.8
Loretta Young
3
.6
Armstrong — Circle Hour
3
.6
Dr. Hudson's
Secret Journal
3
.6
Unspecified
7
1.4
Misc.
18
3.5
Comedy & Situation
Comedy
P nthpr K nsvw c Rpvt
1 HI 1 Id l\ f US rVj is Ci) l
21
4.1
ii77i/> & l-fnrript
Ks K,-^t t CX. 1 1 Hi l ict
15
2.9
/ / n\yp T
I Lil/KC JL^/H c y
12
9 A
Bob Cummings
10
2.0
Rpd Skpltnn
IVCu <3 rvc tits ft
7
1 A
1 .*T
It P/i¥"OP It ft hp I
\J Cist gt \J IslsC t
j
1 0
Jack Benny
5
1.0
Danny Thomas
4
is
Bob Hope
4
.8
Private Secretary
A
4
VJ I \S UK- I 1 IS 1 VJ. t ' I .
4
.8
Unspecified
8
L6
Misc.
33
6.5
Varieties & Musicals
Perry Como
53
10.4
Lawrence Welk
47
9.2
Steve Allen
44
8.6
Ed Sullivan
37
7.3
Nat King Cole
18
3.5
Tennessee Ernie
9
1.8
A mpvienn Ft find stand
9
1.8
Pat Boone
8
L6
Voice of Firestone
7
1.4
Eddie Fisher
6
1.2
TVio Rio Domr/i
± lit L> Act Ulii
5
1.0
L-iU&t I J/tUrV
4
.8
nil i ai a at
4
.8
T Tn^nf^pififH
L 1 1 a \ '\~ V 1 1 1 K, VI
25
4.9
Misc.
25
4^9
Quiz & Audience
Participation
What's My Line
20
3.9
Twenty One
17
3.3
This Is Your Life
15
2 9
$64,000 Question
14
2.7
You Bet Your Life
13
2.5
The Price is Right
11
2.2
Queen For A Day
6
1.2
Tic Tac Dough
' 5
1.0
Art Linkletter
5
1.0
Name That Tune
5
1.0
I've Got A Secret
4
.8
Unspecified
13
2.5
Misc
13
2.5
Sports
Boxing
41
8.0
Football
37
7.3
Baseball
35
6.9
World Series
9
1.8
Wrestling
8
1.6
Bowling
5
1.0
Sports events (unspecified) 117
22.9
Misc.
6
1.2
Westerns
Cheyenne
53
10.4
Gunsmoke
23
4.5
Wyatt Earp
18
3.5
Wagon Train
15
2.9
Maverick
10
2.0
Broken Arrow
9
1.8
Sugarfoot
6
1.6
Unspecified
23
4.5
Misc.
17
3.3
Mystery & Adventure
Alfred Hitchcock
10
2.0
Highway Patrol
9
1.8
Dragnet
8
1.6
Bold Journey
5
1 n
I.U
Man Behind the Badge
4
Q
.0
Navy Log
4
.8
I Search for Adventure
3
.6
Lassie
3
.6
Unspecified
4
.8
Misc.
21
4.1
News & Weather
43
8.4
Documentary, Educational,
Forums, Interviews
Wide Wide World
8
1.6
Meet the Press
5
1.0
Person to Person
3
.6
Press Conference
2
.4
Omnibus
2
4
Night Beat
2
.4
Mike Wallace
2
.4
The Big Picture
3
.6
Unspecified
7
1.4
Misc.
5
1.0
Movies
70
13.7
Misc.
Disneyland
22
4.3
Mickey Mouse
18
3.5
Spectaculars &
special shows
14
2.7
Plays
13
2.5
Continued Stories
9
1.8
Cartoons
5
1.0
Children's Stories
5
1.0
Verdict Is Yours
4
.8
Captain Kangaroo
3
.6
Broadway shows
3
.6
Misc.
28
5.5
Total programs
mentioned
1,553
305.1*
Total respondents
510
*Total over 100% because of multiple re-
sponses
Table 5
OPINION OF PRESENT TV PROGRAMS
Question: What is your opinion of the pro-
gram service you are now getting
on free television?
Number
254
623
441
75
16
1409
Excellent
Good
Satisfactory
Poor
No opinion
Total respondents
Per Cent
18.0
44.2
31.3
5.3
1.1
100
Table 6
VALUE OF PRESENT TV PROGRAMS
Question: If you had to place a monetary
value on the entertainment, news,
special events and other pro-
grams you now see at no cost on
your television set, how much
would you consider these are
worth to you on a weekly basis?
1
I
1
I
i
II
11
Number
Per Cent 1
Less than $1.00
11
.8 1
$1.00
- 705
50.0
$2.00-$4.00
22
1.6 il
$5.00
319
22.6
$10.00
46
3.3
More than $10.00
22
1.6 i
Don't know
284
20.2
Total respondents
1409
100
Page 32 • November 18, 1957
Broadcasting
ADVERTISERS & AGENCIES
$2 MILLION TO SELL A NAME
Science-minded chemical firm pins its hopes on a network documentary
With sputniks I and II beep-beeping
ominously through space, Monsanto Chem-
ical Co., fifth largest U. S. chemical con-
cern (1957 net sales: $600 million), which
claims to have a stake both in science and
in our national survival, is about to make
its corporate * plunge into network tele-
vision. Happily cashing in on front-page
news, Monsanto on Dec. 1, will premiere
Conquest, a new science series on 105 CBS
TV affiliates; nine additional such "one-
shots" are scheduled before June 1959
[Advertisers & Agencies, July 22].
Unlike its competitors, the St. Louis firm
has no consumer products to sell. Yet it has
allocated $2 million — representing one-third
of its total budget — for one program series
scheduled for prime Sunday afternoon time.
To get the answer to why it joined
the ever-growing ranks of corporate adver-
tisers and what it hopes to get out of
Conquest, Broadcasting last week talked
with the five people most concerned with
the development and execution of the new
CBS-TV series: Monsanto marketing vice
president John L. Gillis; his advertising di-
rector, William R. Farrell; CBS Public Af-
fairs director Irving Gitlin; Gardner Adv.
Co.'s vice president David P. Ferriss and
Roland (Chick) Martini. Mr. Ferriss is ac-
count supervisor in the agency's St. Louis
headquarters; Mr. Martini is executive di-
rector of radio-tv and the man who initially
bought the show for Monsanto.
One reason behind Monsanto's step: like
many other chemical concerns it is alarmed
at the science race between the U. S and
the U.S.S.R. Notes CBS's Irv Gitlin: "Never
before has science interest run so high . . .
has the nation's need for scientists been so
acute . . . has there been so pressing a need
to attract youngsters to science . . . and has
Soviet scientific research and education
aimed so dangerous a threat to national sur-
vival." Adds Monsanto president Dr.
Charles Allen Thomas: "The events of re-
cent weeks have demonstrated dramatically
how science can affect the lives of us all.
At no time in our history has an understand-
ing of science been so important to our
progress — even our security."
Altruism is only a part of the story. Be-
neath Monsanto's concern for the national
welfare and its sincere efforts to stimulate
science recruitment, there also is a sound
business reason why Monsanto is putting
most of its broadcast chips into one basket.
According to Gardner executive Dave Fer-
riss: "We face a tremendously complicated
marketing problem." Because of Monsanto's
enormous product range — some 500 dif-
ferent items ranging from A-9 (phthalic
anhydride) to zinc benzoate, none in the
consumer product category — "we needed a
[* Corporate — more commonly known as insti-
tutional, a term now out of favor with adver-
tisers who claim "We aren't institutions but
corporations."]
means whereby we could detail the broad
sweep of our complex operations on a na-
tional scale, to illustrate our slogan, 'Mon-
santo— where creative chemistry works for
you'!"
Although Conquest represents the largest
outlay for a single tv series in Monsanto's
history and while it is the firm's first cor-
porate buy, Monsanto is no stranger to
television. Between 1955-56, Monsanto
shared sponsorship of ABC-TV's Warner
Bros. Presents on behalf of its "all" deter-
gents and starches, spending $490,000 in
1955 and $723,000 in 1956. (Monsanto got
out of the consumer product business last
May when it sold complete marketing fran-
chises and trademark rights to "all" to Lever
Bros., thus trimming an estimated $4 mil-
lion from the total ad budget.)
And while its plastics division (serviced
by Needham, Louis & Brorby, Chicago) no
longer uses CBS-TV's Morning Show (de-
funct), NBC-TV's Home (also defunct) and
Today, tv consciousness still prevails in St.
Louis. Lion Oil Co. (through Ridgway Adv.
DISCUSSING the premiere performance of
Monsanto's Conquest are Irv Gitlin (I), CBS
director of public affairs, and Dr. Charles
Allen Thomas, president of Monsanto.
St. Louis), which Monsanto purchased in
1956, currently sponsors Ziv Television Pro-
grams' Highway Patrol in 26 central-south
markets. Monsanto's success in spot-broad-
casting (radio and tv) for "all" ($500,000
in 1956) has prompted the firm to spend
some $50,000 in farm radio in six midwest
states on behalf of its fertilizers and an ad-
ditional $10,000 in spot tv on the West Coast
for its Rez wood finishes. Furthermore,
though it does not participate in planning
advertising for Chemstrand Corp. (which
it jointly owns with American Viscose Co.),
it encouraged Chemstrand's Acrilan this fall
to pick up alternate sponsorship on NBC-
TV's Sally film series starring Joan Caul-
field. (Doyle Dane Bernbach, New York, is
Chemstrand's agency.)
To justify Mr. Ferriss' "terribly compli-
cated marketing problem," one look at Mon-
santo's sales breakdown ought to suffice.
Plastics, synthetic resins and coatings ac-
count for 31.5% of its net sales; phosphates
and detergents (it still manufactures "all"
for Lever), 18.2%; plasticizers, 13%; agri-
cultural chemicals, 9.2%; petroleum prod-
ucts, 8.8%; rubber and oil chemicals, 6.8%;
heavy chemicals, 4.4%; pharmaceuticals and
flavors, 3.7%, and "other" products, 4.4%.
Another factor behind Monsanto's pur-
chase of Conquest was competition. E. I.
duPont de Nemours, ranking first among
U.S. chemical manufacturers (1957 sales: $2
billion), went into tv spectaculars for the
first time this year with CBS-TV's duPont
Show of the Month after years of having
sponsored Cavalcade of America in radio-tv.
Union Carbide, No. 2 among the chemical
giants (1957 sales: $1.45 billion), has been
co-sponsoring Omnibus for two seasons on
two networks. And while Allied Chemical
& Dye Corp., No. 3 (1957 sales: $670 mil-
lion) hasn't yet made its tv debut, Dow
Chemical Corp., No. 4 (1957 sales: $630
million) is again considering tv after having
backed NBC-TV's Medic last year. (Shortly
before Monsanto picked up Conquest at
roughly $125,000 a show plus $80,000 for
time and commercials, Dow's agency, Mac-
Manus, John & Adams, was reported in-
terested in the show; so were Shell Oil Co.
and Portland Cement Co.).
Monsanto doesn't need tv to bolster its
sales as would, say, a food manufacturer. It
has happily been riding the crest of a gigan-
tic postwar chemical boom; witness its
growth in sales from $267 million in 1952 to
$542 million in 1956. For the first nine
months of this year, net sales jumped 7.2%
while earnings before taxes advanced 7.5%.
If it doesn't intend to "push" its prod-
ucts, what does Monsanto hope to gain from
television? Having recently embarked on
a $75 million capital expenditure program,
Monsanto, according to Marketing Vice
President Jack Gillis, intends to:
• Increase "favorable recognition" on a
corporate scale.
• Build its reputation as "a successful,
well-managed, diversified company."
• Emphasize the fact that it makes top-
quality products and backs them with "the
finest technical service."
• Sell its products indirectly by broad-
ening markets for its own products and
those of its jobbers.
• Expand general knowledge of the broad
range of products manufactured by Mon-
santo.
• Create a "selling climate" for its sales
force in order to assure that they'll be seen
promptly and listened to closely.
Mr. Gitlin hit hard on the latter plank
Broadcasting
November 18, 1957 • Page 33
ADVERTISERS & AGENCIES continued
of Monsanto's platform, quoting a "satisfied
customer," the Prudential Insurance Co. of
America, as having said that Air Power
and The Twentieth Century have opened
thousands of doors to its salesmen as no
other form of prestige advertising had been
able to do.
According to Monsanto advertising di-
rector Bill Farrell, the possibility of cor-
porate sponsorship first hit Monsanto in
1954 after it had distributed, free, to tv
stations throughout the country, a 15-min-
ute industrial color film showing how plastics
affect our daily lives. Local Monsanto deal-
ers and jobbers found the films of sufficient
interest to sponsor them locally. Recalls
Gardner's Chick Martini: "We looked and
looked for three years, rejecting 'pure en-
tertainment' offered us by the networks and
the talent agents. We wanted 'complete
scope.' " Mr. Martini passed over three of
Mr. Gitlin's prize projects, The Search, Ad-
venture and Odyssey before settling for
Conquest. All three had been on the block
but failed to attract an advertiser; they are
now off the air.
Last Dec. 30, as part of the network's
three-hour summary. At Year's End: 1956,
Mr. Gitlin and public affairs department
producer Michael Sklar teamed up with
the American Academy for the Advance-
ment of Science to present The New Fron-
tier, an hour-long show dealing with the
scientific achievements of the year. This,
it turned out later, was the seed from which
Conquest sprang. Critical reaction — most
of it favorable — led to further develop-
ment of a "science series" and by May 28,
Mr. Gitlin and staff had completed drawing
up a 57-page detailed presentation for Con-
quest.
Sight unseen, as it were — there never was
a pilot film — Gardner Adv. Co. bought the
show for two years at a price tag reported at
$2 million. Dr. Thomas, a member of the
National Academy of Sciences (which will
work with the AAAS on the show) went
along almost immediately, reasoning that
Conquest would reach "that special audience
of key men of industry who often don't
watch the ordinary 'amusement' program;
thus they would be exposed not only to an
adult program but to our message as well."
Behind the actual showing of Conquest
stands an intensive merchandising drive paid
for by Monsanto. Tie-in print ads are sched-
uled to run in Life, Time and Farm Journal.
Monsanto also will pre-sell its series in Tv
Guide, and is staging special sales meet-
ings with its key sales people in 10-12
cities. The salesmen will be sporting special
Conquest neckties and lapel buttons, and
lest the stockholders be alarmed that their
precious dividends are being funneled into
television, Monsanto last month kept its
thousands of "bosses" informed via special
Conquest stuffers enclosed with their divi-
dend.
"Five years ago," Mr. Martini said Tues-
day, "we wouldn't have been able to air
Conquest or any show like it. The climate of
public acceptance just wasn't there." It is
today, he feels, and he credits to some degree
Omnibus and Wide Wide World, not to men-
tion the impact of Soviet scientific achieve-
ment. Such shows as the Frank Capra-AT&T
series, claims Mr. Martini, have opened up
new tv vistas for corporate advertisers.
Five years ago, science was "for sissies
only." Today, scientific explorers, be they
named Salk or Hillary, working out of a
lab or on an Antarctic icecap in "Operation
Deep Freeze," are American heroes. Such a
hero is U.S.A. F. Major David Simons, "star"
of the Dec. 1 Conquest. Monsanto and CBS
will present for the first time exclusive filmed
reports on Maj. Simons' 33-hour solitary
confinement in a balloon 20 miles above
Reawakened interest in radio as a sales-
man was amply evident in the radio work-
shop session at the Advertising Research
Foundation's third annual all-day conference
in New York last Thursday.
Although two other workshops were in
progress at the same time, a roomful of some
75 advertiser, agency and media executives
met to hear "what we need to know about
radio" discussed from the standpoint of all
three — and then kept the speakers overtime
with questions and further discussion from
the floor.
The consensus of the three panelists was
that "what we need most to know about
radio" has to do with additional research —
especially as to the who, where, when of
listenership — that would permit more mean-
ingful use of radio by advertisers and agen-
cies and more knowledgeable selling by
broadcasters.
The panelists were Thomas B. McCabe
Jr., director of advertising for Scott Paper
Co.; Jack R. Green, associate media direc-
tor of J. Walter Thompson Co. (see con-
densed text page 36), and Melvin A. Gold-
berg, director of research for Westinghouse
Broadcasting Co.
Workshop Chairman Arthur A. Porter,
JWT vice president, noted at the outset that
there is "more interest" in radio today than
in many years, and that this renewed interest
is reaching into all areas of the advertising
business — marketing, copy, research, etc.
He also thought it possible that the next
big step in media research may lead to a
technique for "comparing apples and
oranges" — comparing different media on a
common basis — even though the generally
popular view has been that this could not
be done. After all, he said, "every time we
write a media plan, we have compared
them mentally."
Mr. Goldberg said radio "has labored
under a severe handicap" in that "it is al-
most too good. For years, radio has been
used by advertisers to help sell their wares,
and apparently it has been quite successful.
But I would venture to say it has been suc-
cessful despite a serious lack of knowledge
about the medium."
He told the group that radio "is too
effective to be afraid of research. We need
more of it, better done and on a more
Minnesota last Aug. 18 in the Air Force's
"Operation Man High."
Monsanto hopes to clear the air of the
mystery of science and stimulate interest in
science as a career. It will try to do so on
each show via its four 90-second commer-
cials— produced by MPO Films and featur-
ing announcer Nelson Case. Better yet,
though, comments host Eric Sevareid, even
a sophisticated, 45-year-old reporter who
has literally been through hell and high
water, can stand to learn from Conquest's
myriad forays past the "forbidden" frontiers
of science.
qualitative basis. The truth can only help
us."
Mr. Goldberg cited information which
the advertiser needs and which for the most
part generally is available — number of sets,
marketing data, station coverage, program-
ming, audience composition and station
"image" (how people feel about a station),
etc. But he pointed out that research along
these lines could be refined further to the
advantage of both advertiser and medium.
He also cited other research areas where
he thought "extremely valuable" information
might be developed:
"I would like to see some studies on the
problem of frequency and repetition. How
much repetition is necessary to get a given
message across — if the message is also being
presented on tv? How much if it is radio
alone? What are the communications dy-
namics, once a message is heard?
"Another intangible about which we do
not have hard data, but for which there is
a need, is the ability of radio to reach the
customers where the product is being used.
When a food packager can reach the woman
in the kitchen; when the company that sells
gasoline can reach the car owner in his
automobile; when the seller of any merchan-
dise can reach the woman in the car on the
way to the shopping center, or can reach her
just before she leaves to go shopping, this
is a substantial plus that radio does have.
Unfortunately, no research service offers
data on radio listening by location of set.
"As a corollary to this, I think it would
be valuable to the advertising industry and,
incidentally, to the Civil Defense Adminis-
tration, to know the number of radios in
business establishments and the degree to
which these radios are in use. This infor-
mation could be gathered in the 1958 Cen-
sus of Business, unless it is too late. Here,
ARF could take the lead."
Mr. Goldberg said another area where
ARF might help is in connection with the
decennial census. He thought it "a great
error" that radio questions are to be omit-
ted from the 1960 census, because such
information "would again be of aid not
only to the industry but to civil defense
as well." He continued:
"As a result of such a survey we would
have county data on the number of radios
RESEARCH NEEDED, ARF TOLD
• McCabe, Green, Goldberg address workshop on radio
• Well-attended session shows renewed interest in medium
Page 34 • November 18, 1957
Broadcasting
POWER comes via boat to Angorum, a
New Guinea town where everything vital
is Delco-powered.
UNLOADING of the Delco batteries is super-
vised by Peter England, who runs the local
trading store.
THE medical officer, Dr. Phelps, needs
Delco power to keep his hospital running,
giving medical service to the town.
RADIO, battery-powered, is Angorum' s only HUNTER Tom Davidson uses battery- THE commercial ends with a reminder that
means of communications with the rest of powered lamps on night hunts to keep the Delco can give the viewer the same peak
the world. crocodiles under control. performance.
DELCO TAKES TO HIGH ADVENTURE
Native: "Campbell-Ewald, I presume "
Account executive: "Of course "
This bit of dialogue might well have taken
place during rehearsals for a 3-minute com-
mercial.
The place: Angorum, New Guinea; the
cast, one account executive, Campbell-
Ewald variety, local residents, a location
crew of 38 and unnumbered natives. The
occasion: filming of the Delco batteries
commercial for the premiere last Tuesday
of the High Adventure series on CBS-TV.
High adventure extended from the pro-
duction of the show to the filming of the
commercials. Campbell-Ewald, agency for
Delco Div. of General Motors Corp., want-
ed commercials as realistic and adventure-
flavored as the show itself. So, while host
Lowell Thomas filmed an excursion through
the wilds of New Guinea, Campbell-Ewald
shot the Delco story in a New Guinea town
dependent on batteries for electric power.
C-E Account Executive Donald Kraatz
traded grey flannel for khaki shorts and
traveled some 10,000 miles from his Detroit
office to supervise filming of the commer-
cial. Shooting took a week in Angorum.
The same camera crew that worked on
the High Adventure story was employed.
Residents of New Angorum, used as the
cast, added realism to the commercial, which
showed their use of Delco power in every-
thing from running the local hospital to
providing light for an evening crocodile hunt
(see above).
Plans are scheduled for a location com-
mercial for each of the six High Adventure
shows to come. For the Dec. 23 show,
the commercial crew goes to the Arctic.
On the future itinerary: Madagascar, Tim-
buktu, Morocco, Nepal and the Australian
bush country.
in the home, where they are placed, num-
bers of portables, transistors, automobile
radios, etc. It seems to me this would be
well worth the extra money and effort."
He also proposed — crediting the idea to
Harper Carraine, CBS Radio director of
research — that warranty cards on new ra-
dio and tv sets be used to gather industry
information.
"Why," he asked, "couldn't ARF con-
tact the radio manufacturers, or have
RETMA [now Electronic Industries Assn.]
or NARTB make the contacts, to get a con-
tinuing analysis of the warranty cards . . .?
"The usual warranty card includes ques-
tions as to who made the purchase, whether
it was bought for oneself or received as a
gift, how many radios are owned, what kind,
etc. If the industry got behind such an
analysis we could, in all probability, include
certain other questions which would be of
Broadcasting
mutual interest. And, incidentally, the same
data would be available for fm and tv.
Obviously, secrets such as who the manu-
facturers are, or their individual names,
could be eliminated from the finished re-
ports."
Mr. McCabe, whose firm is in both radio
and television, had six questions whose
answers, he said, would permit more mean-
ingful use of radio:
1. How do radio and tv compare in im-
pact? If it is true that tv's impact is greater,
than how many radio minutes are needed
to equal the impact of one tv minute?
2. What frequency of commercials is
necessary to make radio advertising effec-
tive? At what point does the advertiser
reach the point of diminishing return?
3. Are participations as effective as spon-
sorship of full segments?
4. The imagery transfer concept assumes,
he felt, that radio is part of "a media mix"
rather than a medium standing by itself. If
that is correct, does radio have a serious
limitation as an exclusive medium? If it is
effective as an exclusive medium, what
products can benefit more from its use — the
new, the relatively new, or the established?
(Later he said he had little concern about
radio's ability to introduce new products,
but was more concerned about its ability,
when used exclusively or almost exclusively,
with established products.)
5. It is hard, he said, to merchandise ra-
dio properly, on the basis of present re-
search. Can research be developed in this
connection to show radio in its proper
relationship to other media?
6. Advertisers are concerned about over-
commercialization of radio in peak listening
periods, he asserted. Has this commercial-
ization watered down the effectiveness of
November 18, 1957 • Page 35
ADVERTISERS & AGENCIES continued
radio? If it has, he continued, it would be
helpful if the industry could try to work out
a solution.
The question of over-commercialization
and protection of competing products was
raised later from the floor. Mr. Goldberg,
while denying that WBC stations over-com-
mercialize, noted that other media face the
same problem and have done no research,
leading the questioner to acknowledge that
radio is not the only sinner. Mr. Goldberg
said that in his view agencies and advertis-
ers would have to take the lead in research
for any corrective campaign — that broad-
casters cannot be expected to "police our-
selves to that extent."
From the floor, Frank Boehm of Adam
Young Inc. added that advertisers force
broadcasters to overcrowd certain times.
When JWT's Mr. Green had completed
his appraisal of the need for more details on
individual listening habits (see text, below),
one audience member interpreted his talk
as a "condemnation" of A. C. Nielsen
Co. services. Mr. Green said this was not
correct but that he did feel, since such de-
tailed information is available on listening
by households, that the research should be
carried further to show additional details by
individuals.
He said he had tried to interest Nielsen in
undertaking it, and added that in his opinion
such data need not be issued with the fre-
quency of the regular Nielsen pocketpieces
but, rather, that issuance on a quarterly or
semiannual basis probably would be adequate.
DATA LACK HURTS RADIO— GREEN
Is radio, the "most universal" medium,
even more universal than it thinks? Is it
short-changing itself regarding both its reach
and its impact? Jack R. Green, associate
media director of J. Walter Thompson Co.,
thinks this may be the case — owing to an
inadequacy of research on the media habits
of individuals.
One of three panelists at the radio work-
shop in the Advertising Research Founda-
tion's third annual conference last week (see
page 34), Mr. Green noted that "drastic
changes have occurred in the past two dec-
ades in every aspect of [radio] except the
research tools and techniques used to meas-
ure it." Among other changes affecting ad-
vertising, he noted "an explosive growth in
population and the size of our national
economy," shifts in population, the trend
toward product diversification and the ab-
sorption of advertising into the marketing
structure. His talk as he then developed his
theme is presented here in condensed text:
"Each medium must be evaluated in light
of its contribution to sales effectiveness when
used in various possible combinations with
other media as part of the planned market-
ing mix.
"In effect, the key question has changed
from 'what should we buy in radio?' to
'should we buy radio?'
"During this evolutionary period the ra-
dio medium itself has undergone many
changes.
"Through the installation of radios in the
kitchen and bedroom, in the workshop and
barn, in automobiles and on tractors, radio
has been transformed into the most uni-
versal and the most personal of all media.
"There have been equally sweeping
changes in programming patterns and in
the methods of selling radio. The concepts
of 'big name' programs, first refusals on
franchise time periods, and exclusive spon-
sorship of individual programs, have vir-
tually disappeared from radio.
"Equally significant is the often over-
looked fact that the current selling prac-
tices of participation sponsorships and the
revised rate structures now give every ad-
vertiser an opportunity for access to king-
size audiences at efficient cost. A decade
ago only a limited handful of advertisers
were lucky enough to come up with a hit
show or a franchise on a key time period
that could deliver audiences comparable in
size and cost efficiency.
"Because radio is now so ubiquitous, it
is almost certain to be listed by the agency
media man as part of one or more of the
combinations that are considered in the
media plans for products with a broad
marketing base.
"In examining the radio portion of these
possible combinations, it is relatively easy to
get a pin-point fix on the number of homes
that will be reached by radio. It is also pos-
sible with currently available data to deter-
mine how many of these homes will be tv
or non-tv households and to estimate what
portion of each sub-group will not be
reached by any of the other media on the
schedule.
"But at this point the trail suddenly van-
ishes and the media man has to grope his
way through the balance of his evalua-
tion on sheer intuition, due to the absence
of pertinent research data on the actual
listeners — as distinct from households
reached.
"This is particularly frustrating in the sit-
uation where 25% -50% of a million dollar
or more budget may be under consideration
for use in radio. Although the radio seg-
ment may represent a large gross number of
homes and impressive frequency, it usually
subdivides into at least three or four dis-
tinct categories — where the radio message
will have a different role to play.
Of Many Categories
"As a minimum, these categories would
be (A) non-tv homes, (B) tv homes not
reached by the product's tv schedule, (C) tv
homes that will also be reached with mes-
sages. If the plan includes print media, the
categories become more numerous and com-
plex.
"Current radio research tools can pro-
vide a reasonable fix on the total number
of listeners reached by any schedule — but
even this requires some ingenious calcula-
tions and assumptions if we want to include
the out-of-home audience.
"However, none of the available data on
listeners provides more than a faint clue con-
cerning the distribution of these listeners
between tv and non-tv homes. And there
are no clues whatsoever that will enable
us to determine, within tv homes, the dif-
ferences in number, kind or quality of lis-
teners who are also exposed to the brand's
message on tv and those who are not.
"Analysis of set use patterns indicates
that within each socio-economic group of tv
households, there are families with marked
differences in radio and tv set use habits.
In the absence of satisfactory research data
about the media habits of individuals with-
in these households, we can only speculate
on the explanation for the differences in
radio or tv set use. We cannot determine
whether they are due to differences in the
number and kind of people who are at home
at various hours or to differences in the
mood and attitudes of the individuals in-
volved.
"Similarly, we cannot determine whether
out-of-home radio listeners are the same in-
dividuals we are reaching with our radio
or tv messages at other parts of the day or
week.
"In the absence of clear-cut evidence
about the differences in media habits of in-
dividuals who are exposed to the radio and
tv messages in homes that are reached by
both schedules, we frequently have to as-
sume that both messages reach the same
person. This probably means that radio is
being short changed on the estimates of the
number of individuals it reaches exclusively
with the advertiser's message.
"But even more important than this short
changing in the number reached exclusively
is the possible understatement in terms of
quality and selling impact.
"Most of the current copy testing tech-
niques tend to imply that the 'sight plus
sound' approach usually has an advantage
over 'sound only' in registering effective
impact for an advertising message. But the
conclusion is based on overall averages —
and does not allow for the possible differ-
ences in mental set among people who turn
on the radio rather than the tv set as their
media choice.
"The fact that an individual is listening
to the radio at the time our message is
broadcast may in itself pre-dispose him (or
her) to greater receptivity for the message
than he displayed under typical copy test
conditions.
"The longer we delay in getting research
undertaken on the listening habits of in-
dividuals within the household, the more
difficult it will become to isolate the sales
effectiveness of radio. Media patterns. are
becoming more complex. Each new com-
ponent added to the media mix for a prod-
uct increases the research problem of identi-
fying the specific combination of media ex-
posure that individuals have received. Since
the trend is still toward greater flexibility
in media patterns, the present void in au-
dience data may place an even greater handi-
cap on radio as the emphasis increases on
evaluation of the profit potentials for vari-
ous combinations as the basis for final
media selections."
Page 36 • November 18, 1957
Broabcasting
DOMINATION IN DEPTH
The first study of local television ever made by the
highly respected ALFRED POLITZ RESEARCH
CO. reveals that almost everyone watches movies on
television.
88% of the 11,420,000 New Yorkers over age 11 watch
movies on television, and 75% of these viewers feel
that movies are as enjoyable, or more enjoyable than
other TV programs.
Which movie programs do viewers watch?
Politz studied the five leading television movie programs in New York and found that over a four week period...
1ILLI0N DOLLAR MOVI
REACHES MORE DIFFERENT
PEOPLE THAN ANY
THER MOVIE PROGRAM
Million Dollar Movie
7,757,000
Movie Program A
5,589,000
Movie Program B
4,630,000
Movie Program C
3,681,000
Movie Program D
3,218,000
Which movie program has the best movies?
% of all Movie Viewers in 4-weeks
MORE PEOPLE BELIEVE
THAT MILLION DOLLAR MOVIE
SHOWS THE BEST MOVIE
ON TELEVISION
Million Dollar Movie
44.8%
Movie Program A
19.8%
Movie Program B
13.5%
Movie Program C
10.7%
Movie Program D
5.1%
Politz also studied the scheduling of TV movies in
order to determine if viewers find these programs con-
venient to watch. Million Dollar Movie topped the other
movie programs with 82.5% of all viewers reporting
that if there is a particular movie they want to see they
find it convenient to watch on Million Dollar Movie.
A breakdown of movie viewers by categories such as
income level, age level, residence, reveals that over a
4-week period Million Dollar Movie reaches more people
in every single category than any other television movie
program! This is truly domination in Depth.
You can get the full details of the Politz Study from WOR-TVs
booklet: "N.Y. TV's 10 MILLION MOVIE VIEWERS"
For your copy write: William P. Dix
WOR-TV, 1440 Broadway, N.Y. 18,N.Y
RK
C \u I m
A Division of
RKO Teleradio Pictures, Inc.
WOR-TV... 9
New York
Broadcasting
November 18, 1957 • Page 37
Again WBRE-TV shows its outstand-
ing leadership in Pennsylvania's Great
Northeastern Wilkes - Barre - Scranton
Market.
As you read this, men and machines are at work on the first
phase of WBRE-TV's new home shown above. WBRE-TV's
expansion comes shortly before its Fifth Anniversary ... to
be celebrated January 1, 1958.
Always First With The Finest in engineering know-how . . .
programming . . . audience . . . coverage . . . and ratings,
WBRE-TV's expanded facilities will provide the most modern
studios and equipment for the presentation of "live" tele-
vision shows . . . Black and White or COLOR! !
BASIC BUY : National Representative : The Headley-Reed Co.
Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA
SCHULYKILL NORTHUMBERLAND MONROE. PIKE WAYNE
WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION
LEHIGH SNYDER MONTOUR CARBON CLINTON
No time to lose . . . get the very
best in both Radio and Television in
America's 24th market. ^
ADVERTISERS t AGENCIES continued
RESEARCH TOPS TV WORKSHOP
Research problems of television, including
those of getting people to pay attention to
research findings, occupied the television
workshop at Advertising Research Founda-
tion's third annual conference last Thurs-
day in New York.
Jay Eliasberg, CBS-TV research director,
offered findings to disprove such "legends"
as those based on the idea that television
has become "too expensive" and those
blaming inferior programming for the sum-
mer drop-off in viewing; W. M. Weilbacher,
vice president of Dancer-Fitzgerald-Sample,
advanced standards for making cost-per-
thousand computations more useful, and
Bud Sherak, vice president of Kenyon &
Eckhardt, appraised long-term planning in
research.
In one of the question-and-answer devel-
opments after the formal presentations, a
representative of the newspaper Bureau of
Advertising got Mr. Weilbacher — who had
dealt with cost-per-thousand in his talk —
to agree that he would give "a highly
qualified 'no' " to the use of cost-per-thou-
sand in comparing different media.
This exchange prompted an interruption
from the floor. A participant won applause
from others in the audience when he told
the group that cost-per-thousand cannot be
disregarded in making inter-media com-
parisons. No matter how imperfect they are
done, he said, they are done — and people
in advertising "can't fold our hands piously"
in the face of the problem.
The television meeting, with Grey Adv.
Vice President E. L. Deckinger presiding,
was one of eight workshop or general ses-
sions held during the one-day conference,
for which Arthur Hull Hayes, president of
CBS Radio, was program chairman.
Striking at "legends" that have grown up
despite research evidence to disprove them,
Mr. Eliasberg first tackled the one that says
tv's expensiveness is driving advertising into
alternate-week sponsorships. During the
four-week period which ended last January,
he acknowledged, 44 of 138 regularly sched-
uled network evening programs were spon-
sored on an alternate-week basis.
But, he noted, there are other reasons
for alternate-week sponsorships. Assuming
that an advertiser who sponsored at least
two hours of evening network programming
in that four-week period could have afforded
a single half-hour every week, he showed
that 83% of all evening network time was
sponsored by advertisers who could have
afforded every - week sponsorships. More-
over, he said, the percentage of hours spon-
sored by advertisers who may not have
been able to afford every-week programs has
remained "virtually constant" (from 14%
of evening hours in 1953 to 17% in 1956)
through the years when tv costs are suppose
to have skyrocketed.
Mr. Eliasberg conceded that time costs
on the average half-hour nighttime network
program had risen from $10,150 in 1951 to
$44,200 this year, while talent costs have
gone from $10,400 to $33,900. But, he
noted, "network lineups now consist of sub-
stantially more stations than they did then
and, more important . . . each of these sta-
tions provides a much larger audience for
the advertiser's program than it did in past
years." Actually, he continued, the cost per
thousand home hours of viewing has risen
9% since 1951— from $16.50 to $18.10.
In contrast, he added, newspapers' cost-
per-unit has gone up 14% and magazines'
has increased 16%.
He next tackled the "Sunday afternoon
intellectual ghetto myth" — the notion that
"good" programming is being sacrificed by
being shown on Sundays. Actually, he
pointed out, one program got an average of
16 million homes per average minute on a
Sunday afternoon — while none of four
"good" programs shown that same afternoon
got more than 21% of that number. He
showed further that "good" programs have
been switched from Sunday afternoon to
prime evening periods with little or no im-
provement— and sometimes a loss — in
ratings.
To answer the "legend" that the summer
slump in listening wouldn't happen if net-
works and advertisers maintained their pro-
gram standards, he cited the cases of eight
programs which used no summer repeats
and had no summer-winter differences in
production standards. Yet, the average rating
for the May-September period dropped
23%-. He went on:
"In 1956, we see that the typical Amer-
ican television family spent 5 hours 36 min-
utes with its set in January . . . and in July
the same family spent 38% less time watch-
ing summer programming. It sounds as
though summer programming is really bad,
doesn't it? But what happens in May? I
M'SIEUR le gendarme may be right in
the middle of things, but he recognizes
a number of Fords in the busy Paris
traffic. The fine-line, busy art work
is a new approach for Ford's animated
tv commercials, which carry out the
1958 theme: "Proved and approved
around the world." Created and pro-
duced by Playhouse Pictures, Holly-
wood, the commercials are a change
of pace from the familiar large ani-
mated characters seen on the screen
in close-ups with a product image. The
"cluttered screen" animations were
designed and created by Chris Jenkyns
of Playhouse. Over 4,000 reels of the
series of 12 commercials were mailed
last month to 275 tv stations.
know of no program that goes off for the
summer as early as May, or which starts
running repeats in May, or whose summer
replacement comes on in May. Nevertheless,
the typical American television family spent
only 3 hours 53 minutes with its television
set [in May], a drop of 31% from the Jan-
uary high. Notice that 81% of the January-
July drop has already been accounted for
by May, and that programming could have
had nothing to do with it at all."
This point returned to haunt Mr. Elias-
berg a little later when a participant arose
to ask when the networks were going to
revise their rate cards to reflect this summer
slump. Mr. Eliasberg replied, however, that
CBS-TV already recognizes it in its rates
and discounts for 52-week advertisers.
Mr. Weilbacher offered these standards
for useful cost-per-thousand computations:
1. They should be based on people.
2. They should be based on people ac-
tually exposed to the advertising message —
the number of people actually in front of
the set during the commercial.
3. So far as possible, they should be
based on delivery of the advertising message
to people who actually are prospects for the
advertised brand.
4. One should be "wary" of cost-per-
thousand comparisons — some expensive
programs may be justified when marketing,
merchandising and other specific considera-
tions are taken into account; some cheap
programs cannot be justified at all.
5. One should not make cost-per-thousand
comparisons without being sure that he
knows the true costs in all cases involved.
Mr. Sherak discussed "some of our long-
term research problems . . . which grow
out of the basic recommendations of the
business: the size of the advertising budget,
the media strategy, the creative platform,
and the merchandising and promotion plans"
and outlined some of the work being done
in these areas at Kenyon & Eckhardt.
Many basic problems, he felt, could be
solved by developing a "theoretical model
which attempts to explain objectively how
advertising works in producing sales."
Among the elements in this model, he said,
should be "advertising exposure and a num-
ber of psychological variables that control
product acceptance" cutting across "all the
special departments in advertising research,
integrating media research, copy research,
consumer research and motivation research."
He continued: "I think we should invest
our time and effort to try and improve our
techniques of measuring these variables and
try to refine the model with additional vari-
ables. . . . "Finally, I think there is a des-
perate need for more basic research through
ARF. Advertising researchers are just begin-
ning to find out how to tackle some of our
major problems systematically, and they
need time, money, patience and the support
of the ARF to do the job."
Other workshop sessions explored radio
[see page 34], copy research, newspapers,
magazines, motivation research and an all-
media study showing that "there are no
exclusive audiences."
At the luncheon, presided over by Mr.
Hayes, Executive Committee Chairman
Wallace H. Wulfeck of William Esty Co.
Broadcasting
November 18, 1957 • Page 39
ADVERTISERS & AGENCIES continued
stressed that "we in this industry have a
moral obligation to find ways of accurately
measuring what a dollar spent in advertising
produces in sales — and soon." This, Dr.
Wulfeck admonished, "means we must be
able to measure with precision both quali-
tative and quantitative factors in audiences
to all media, magazines, newspapers, tv
and outdoor. It means that we must be able,
reliably, to evaluate copy, illustrations, ra-
dio and tv commercials as experienced
in their proper frame of reference. It means
we must find ways of understanding the
whole complex of consumer dynamics as
it plays its part in the rapidly changing
economic development for the next few
years."
In the afternoon session, BBDO made
public for the first time a study of how
Americans spend their leisure time and
found them to be listening more, viewing
more, reading more, and — in general — de-
voting more time to more activities. The
report, outlined in an address by BBDO
Research Vice President Ben Gedalicia,
was introduced by Ford Motor Co.'s in-
stitutional advertising head Ben R. Don-
aldson, who said:
"... Some of us have to be awakened
by the rude alarm clock of progress. . . . We
must recognize that we live in a changing
world." He said that "the time is past" when
a single broadcasting station could point
"with pride to its audience and claim it as
its prize possession." The outcome of the
BBDO study, noted Mr. Gedalicia, even sur-
prised the agency, for "we found . . . rather
quickly . . . [that] people were not behaving
quite as we had anticipated."
He declared that the survey spiked the
oft-quoted myth that the more intelligent
the person, the more media he read or
watched. Conversely, the survey also be-
lied the contention that heavy media users
axe not as active — physically — as those
people who use one or two media. In recent
years, he went on, there has been a notice-
able upsurge in viewing, listening, reading
and the do-it-yourself activities among all
strata of all sexes and of all income levels.
But does all this "rushing around" imply
that the advertising message may be lost
in the maze of activity? No, says BBDO,
which finds that "the heavy media users . . .
are more likely to retain what they have
seen. When one considers the amount of
time they spend in media and their greater
opportunity to be exposed to the adver-
tiser's message via so many different chan-
nels, it is no surprise that they can do this."
Wulfeck Again Heads ARF Board;
Slate of Directors Approved
Dr. W. H. Wulfeck, chairman of the
executive committee of William Esty Co.,
was elected to his second consecutive one-
year term as chairman of the board of the
Advertising Research Foundation last week.
Ben R. Donaldson, director of institutional
advertising, Ford Motor Co., was re-elected
vice chairman and Arno H. Johnson, vice
president of J. Walter Thompson Co., was
re-elected treasurer. William A. Hart con-
tinues as president and A. W. Lehman con-
tinues as managing director, ARF reported.
Page 40 • November 18, 1957
New directors of ARF are William R.
Farrell, director of advertising, Monsanto
Chemical Co., and Donald S. Frost, vice
president, Bristol-Myers Co., representing
advertisers; Charles L. Rumrill, president-
board chairman, Rumrill Co., and Dr. Lyn-
don O. Brown, vice president in charge of
media, merchandising and research, Dancer-
Fitzgerald-Sample, representing agencies;
Donald M. Hobart, senior vice president,
Curtis Pub. Co., and John W. Hartman,
president, Hill^Bros. publications, represent-
ing media.
Previously elected advertiser directors are
Rex M. Budd, director of advertising, Camp-
bell Soup Co.; Frank W. Mansfield, director
of marketing research, Sylvania Electric
Products Inc.; J. Ward Maurer, vice presi-
dent-advertising, Wildroot Co., and Paul B.
West, president, Assn. of National Adver-
tisers.
Continuing as advertising agency direc-
tors are Charles A. Pooler, senior vice
president, Benton & Bowles; Vincent R.
Bliss, president, Earle Ludgin & Co.; Sher-
wood Dodge, executive vice president,
Fletcher D. Richards Inc.; and Frederic R.
Gamble, president, American Assn. of Ad-
vertising Agencies.
ARF directors representing media also
include Arthur Hull Hayes, president, CBS
Radio; John C. Sterling, chairman of the
board, This Week magazine; Andrew Heis-
kell, publisher, Life magazine; Walter C.
Kurz, advertising manager, Chicago Trib-
une; David C. Adams, executive vice presi-
dent, NBC, and William B. Carr, advertis-
ing director, McCall's.
Bristol-Myers Acquires
Grove Labs in Merger
Bristol-Myers Co., New York, which by
Dec. 31 expects to effect close to $100
million annual sales, and Grove Labs, St.
Louis, which hopes to rack up $13.5 million
sales by year's end, have culminated six
months of secret talks and will merge pend-
ing Grove stockholder approval.
Joint announcement of the merger was
made last week by Lee H. Bristol, B-M
president, and James H. Groves, Grove pres-
ident. Bristol-Myers, which has purchased
the total business and assets of Grove
through a stock-and-cash deal the terms of
which were not disclosed, will run Grove
as a wholly-owned subsidiary. It was under-
stood the merger already has been approved
by B-M's 15,000 stockholders. Grove, a
family-owned firm, has approximately 100
shareholders. They are slated to meet in
January at St. Louis.
According to B-M officials, no changes
are contemplated either in Grove manage-
ment, its sales force or its multi-agency
structure. A bellwether broadcast advertiser,
Grove last year billed approximately $5
million, of which $2 million was in spot tv
alone. Products and their agencies are:
Bromo Quinine, a $1 million account that
in 1956 switched to Gardner Adv., St.
Louis, from Benton & Bowles, New York;
NoDoz Awakener and Shut-Eye sleeping
formula, the former a radio network adver-
tiser, through Sidney Garfield & Assoc., San
account of which 30% was in radio spot
Francisco; Citroid Compound, a $2 million
this season [Advertisers & Agencies, Oct.
21], through Dowd, Redfield & Johnstone;
Fitch hair products and Pazo ointment, and
other Grove products, also radio advertisers,
through Cohen & Aleshire, New York.
Grove's success with radio was detailed
earlier this fall at Radio Advertising
Bureau's annual National Radio Advertising
Clinic by Advertising Manager R. W. Teste-
ment [Advertiser & Agencies, Oct. 14].
Bristol-Myers' ad budget is considerably
higher than Grove's. Last year, it spent
approximately $21 million, of which over
$10 million was in television, $9 million
of the latter figure in network. Its agencies
include BBDO; Doherty, Clifford, Steers &
Shenfield; Young & Rubicam, and two other
agencies servicing ethical advertising. The
B-M products most often mentioned on the
air include Bufferin, Ban, Sal Hepatica,
Vitalis, Mum, Theradan, Ipana and Minit-
Rub. Among tv network programs identified
with B-M are CBS-TV's Alfred Hichcock
Presents and Playhouse 90 and ABC-TV's
Mickey Mouse Club.
Bristol-Myers also is quite active in day-
time network radio and makes considerable
use of spot radio and tv.
The acquisition of Grove follows by over
a year B-M's disposal of two divisions,
neither of which manufactured products
bearing "a logical relationship between the
present and indicated future lines" of the
products and "the basic business of the
company." A year ago last July Bristol-
Myers sold to Sherwin-Williams Co., paint
and brush manufacturers, its Rubberset Co.
(shaving brushes) and that December, ef-
fected a stock deal with American Can Co.
for Canco's acquisition of B-M's Sun Tube
Corp. The corporation now has three divi-
sions— Bristol-Myers Products Div., Bristol
Labs Inc. and the ethical drug division.
Grove Labs may eventually be run as the
fourth.
Broadcasters to Attend
Meets on D'Arcy Operations
Radio-tv station representatives will be in-
vited to attend the first of a series of media-
relations meetings scheduled by D-Arcy Adv.
Co., St. Louis, and announced last week by
its president, Harry W. Chesley Jr.
The purpose of the program, under which
D'Arcy will set aside one day each month
for a small group of visiting media repre-
sentatives or client executives, is to person-
alize agency-media relations and to familiar-
ize media people with D'Arcy operations.
Brief talks by agency department heads and
a tour of the company are included.
Radio-tv station representatives will kick
off the series Nov. 20, to be followed by rep-
resentatives of other media, including news-
papers, magazines, outdoor and transporta-
tion firms. Agency talks will explain DArcy's
integrated operations, from conception of
a product through all advertising and mar-
keting stages to final sales at the consumer
level. Special slide film will be utilized as a
prologue to the talks by creative radio-tv,
media, research, merchandising, copy, pub-
lic relations and marketing heads.
Broadcasting
MEASURING EDSEL'S TV IMPACT
• Two surveys draw like conclusions on public reaction
• Push-button gear shift stands out as most-remembered
Two approaches to the commercial impact
of a network tv program were demonstrated
in New York last week as the new Edsel
and its tv introduction (The Edsel Show, a
one-hour, one-shot program starring Bing
Crosby and Frank Sinatra on CBS-TV Oct.
13) got a thorough statistical going-over.
COMMERCIAL REACTION,
AUDIENCE ATTITUDES
A survey by the Pulse Inc. profiled not
only the reaction of the audience to the
commercials on the Crosby-Sinatra extrava-
ganza but also audience attitudes on the
Edsel itself — the advantages or disadvantages
of the newly-introduced car, its cost, its
prospects, its potential customers and how
it stacks up against the cars that viewers are
now driving.
In the commercials, the thing that stuck
most in viewers' minds was the fact
that the Edsel's push-button gear shift is
on the steering wheel. A total of 23 % noted
this feature. Next in remembrance, with
9.2%, was the fact that the Edsel line
offers a number of different models. Third
most impressive feature, noted by 4.9%,
was not related to the car it-
self but to the commercials —
the feeling that the sales mes-
sages were good, not too
numerous, in good taste and
"not thrown at you."
Next in line were attrac-
tiveness of the Edsel and rec-
ollections of its styling (4.6%
each), and the push button
for the trunk (4.4% ).
At the other end of the
scale — some 25 features were
covered — 32.9% said they
remembered "nothing partic-
ular," and 3.7% found the
commercials "stupid," "re-
peated" or "tense."
The answers were broken down between
"car owners" and "non-car owners," and
often commercial remembrance was higher
among non-owners, on a percentage basis,
than among owners.
Comparing the Edsel to their present
cars, 4.7% thought the Edsel "much better"
and 27.7% thought it "better" — while
another 27.7% thought it "not as good."
A total of 7.3% felt it "has to be better"
because it's a 1958 model; 6.7% thought
one was as good as the other, and 21.6%
felt they didn't know.
Almost half (49.9%) thought the Edsel
has advantages over other cars — push button
driving, modern design and styling, and ad-
vanced controls and other improvements
were named most often, in that order — while
32.9% felt it has no advantages and 17.2%
had no opinion. A total of 22.8% felt it
has disadvantages — dissatisfaction with styl-
ing, dislike of controls etc., and a feeling
that it would not be economical were most
frequently mentioned — but 60.1% saw no
disadvantages and 17% had no opinion.
Among the car owners, 10.4% said they
thought they would choose an Edsel for
their next car; 51.5% said they would not,
and 38.1% didn't know. Of those who
thought their next car would be an Edsel,
15.7% said they were influenced by their
liking for it and the fact it was made by
Ford; 13.7% because they liked the styles
and models, and 11.8% because they liked
the trim and other features. A total of
17.6% gave no particular reason.
Among those not planning to make their
next car an Edsel, chief reason (cited by
25.3%) was the feeling that it was priced
beyond their reach.
Asked for their views on Edsel's "pros-
pects for the future," owners and non-
owners followed generally similar patterns.
Of the total, 17.2% thought the prospects
were "excellent, very good"; 41.6% thought
them "good"; 12.3% voted "fair, okay, all
right"; 22.1% had no opinion; 6% regarded
the outlook "poor" and 0.9% called it "very
poor, terrible."
The kind of person apt to buy an Edsel,
in the opinion of the greatest number
they felt about Ford Motor Co., the sponsor.
More than half (53%) said they were "more
favorable" than before; 1.5% said they were
"less favorable," and 45.5% had "no par-
ticular reaction."
Pulse spokesmen said researchers called
on 200 persons in each of the 20 markets
covered and interviewed every third person
who had seen the program, getting com-
plete answers from 587 (491 car owners, 96
non-owners).
SECOND SURVEY USES
NEW DEPTH TECHNIQUE
The research file on the Edsel was con-
siderably fattened a few days after issuance
of the Pulse survey with the release of re-
search conducted by Qualitative Research
Inc. under the direction of the Television
Bureau of Advertising.
In the research, Dr. Leon Arons, TvB's re-
search director, noted that a "special tech-
nique" was developed. Four groups were
interviewed via the telephone recall method.
Used were "matching" groups of viewers
and non-viewers of the program. In each
case of viewer and non-viewer, one group
(the matched) was interviewed before the
show and the other immediately after the
show.
According to Dr. Arons, "Each group
consisted of next door neighbors of the
other group. We could expect that the non-
OBJECT of all the commercial research reported
by the Pulse and Qualitative Research Inc. is the
Edsel itself. The picture at right shows a closeup
of the push-button gearshift featured in one com-
mercial on the show. This proved to be the most-
remembered feature of the Edsel commercials.
(12.6%), was "middle class." Next came the
person who "likes something new and dif-
ferent, modern" (9.4%), the "average in-
come person" (8.9%), the "upper class,
rich, wealthy" (8.7%), and those "who can
afford it" (8.3%). Almost 6% thought "any-
one" would buy an Edsel; 0.9% said
a "smart person" would buy; 0.7% said "a
fool" would, and 0.5% said someone who
"likes to keep up with the loneses."
Most people (18.9%) estimated the Ed-
sel's cost in the $3,000 to $3,099 range,
while the second largest group (11.8%) put
it at $4,000 and over. Almost 1 1 % thought
it was $3,500 to $3,599. Actually, Pulse
spokesmen noted, the cost ranges from
approximately $2,600 to $3,800.
Reaction to the show itself was over-
whelmingly favorable, with 85.7% rating it
"good," "very good" or "excellent" and less
than 5% calling it "poor" or worse.
The survey also undertook to measure
the institutional value of the program, ask-
ing viewers how, after seeing the program,
viewers and their neighbors who had been
interviewed before the program would show
no difference in results, since neither group
had been exposed to the program. This was
made a paramount condition or control for
the findings."
Interviews (a total sample of 618 per-
sons) were taken in 1 1 markets (in both the
city and suburbs).
Among the findings:
The public's favorable attitude toward the
Edsel doubled as the result of the single
tv show: Before the program, 17.3% "of the
people thought the Edsel a "very good" car,
but after the show, the percentage rose to
35.6%.
When respondents were asked what they
could tell about the Edsel and its features,
27.6% of the viewers spontaneously referred
to the pushbutton transmission on the steer-
ing wheel compared to 8.6% of their neigh-
bors who were interviewed before the pro-
gram. The "control" or condition: Of
non-viewers questioned after the telecast,
8.1% had mentioned the feature, contrasted
Broadcasting
November 18, 1957 • Page 41
J
FhOtO by Morris H. Jaffe.
Beech -Nut Life Savers, Inc.
and its agency,
Young and Hubicam,
are Sold on Spot as a
basic advertising medium.
Following its merger with Life Savers, Beech-Nut Gum
adopted an aggressive new sales policy, aimed at over-
coming distribution problems and at making Beech-Nut
Gum the leading national brand. The method: a giant
initial build-up in America's top 50 markets. The medium:
SPOT RADIO.
Using 63% of its total advertising allotment, Beech-Nut
Gum is blanketing the top 50 markets with a lO-second
spot campaign, ranging from 50 announcements per week
to 115 per week in New York City. The schedule covers
radio's high-traffic periods, Monday through Friday, 7-9
a.m. and 4-6 p.m., with emphasis on the latter part of
the week, when most family marketing is done.
Jim Parker, Advertising Manager, tells why SPOT
RADIO figures large in Beech-Nut Gum's future plans:
"Using those regions where its distribution is already
established as a springboard, Beech-Nut Gum is making
a national splash. Only SPOT RADIO gives the frequen-
cy required for such a tremendous job at such reasonable
cost. To its extensive and continuing schedule in the top
50 markets, and to NBC Spot Sales' radio stations in
every market where they play a part, goes much of the
credit for the overwhelming success of the Beech-Nut
Gum campaign."
Whether you're aiming at a specific region, or trying to
hit all the top markets, you'll find that you can really
call your advertising shots when you use SPOT . . . es-
pecially on these leadership stations, represented by . .
Hartford-New Britain
New York
Schenectady -Albany -Troy
Philadelphia
Washington
Buffalo
Miami
Cleveland
Louisville
Chicago
St. Louis
Denver
Los Angeles
Seattle -Tacoma
San Francisco
Honolulu
WNBC
WRCA. WRCA-TV
WRGB
WRCV. WRCV-TV
WRC, WRC-TV
WBUF
WCKT
WHK
WAVE.
WMAQ
KSD, KSP-TV
KOA-TV
KRCA
KOMO, KOMO-TV
KNBC
KGU. KONA-TV
WAVE-TV
WNBQ
Hi
ADVERTISERS & AGENCIES continued
to 9.6% of those non-viewers interviewed
before the program.
In directing the respondents' attention to
specific features in the commercials (there
were three commercials on the program —
one, a broad sweep of the model, two, of
the whole Edsel line, and three, on Edsel
features), 51.8% of the viewers gave the
correct information with respect to the push-
button transmission compared to 21.8% of
their neighbors interviewed before the pro-
gram.
In measuring attitude toward the Edsel,
67.8% of program viewers gave favorable
ratings, while 39.1% of their neighbors in-
terviewed before the show were favorable.
For all persons interviewed, this "in favor
attitude" rose from 40.8% of persons inter-
viewed before to 54.4% interviewed after
the telecast. No significant differences in
attitude were recorded of non-viewers to
those interviewed before the program.
According to TvB, the increase in favor-
able ratings "seemed to come largely from
respondents with no particular feeling to-
ward the car before the telecast. In dif-
ferent ratings of the car were given by
28.2% of program viewers, a drop of
25.8% from the level of those interviewed
in advance (54%)."
As seen by Norman E. Cash, TvB pres-
ident, "this new technique measures the first
point of advertising — the public's opinion
of a product." It means, Mr. Cash said, that
"at last advertisers have a technique for
measuring the basic effectiveness of their
advertising." He indicated the same tech-
nique could be applied to other media. The
results, he continued, show tv "increasing
the consumer knowledge and, more impor-
tant, the favorable attitude toward the prod-
uct.
". . . We are not measuring audience
size, we are measuring the depth of im-
pression television created in each viewer."
Thus, he said, the survey found "marked
increases in the awareness of viewers to
specific selling features" of the Edsel after
just one tv exposure.
TvB admitted it might foster other simi-
lar surveys by Qualitative Research Inc.
(an independent firm), but emphasized that
it hoped the results of the study on the Ed-
sel would encourage others to employ the
technique developed. Dr. Arons acknowl-
edged that Ford had "cooperated" with the
survey but was "semi-surprised" at the
results. Foote, Cone & Belding, Edsel's
agency, assisted by providing field people
with scripts of the commercials. People
were not asked to "rate" the program itself.
AAAA Meeting Plans
To Scrutinize Tv Ads
The broadcast media — particularly the tv
commercial — will come under professional
scrutiny Tuesday and Wednesday when the
American Assn. of Advertising Agencies
holds its annual eastern conference in New
York at the Roosevelt Hotel.
Seven workshops — on research, radio-tv
commercials, media buying, marketing, ac-
count management and two on print — as
well as a concluding "look-ahead meeting"
on Wednesday will highlight the conference.
The "look-ahead meeting" will feature
a talk on serving clients by Raymond O.
Mithun, president-chairman of the board,
Campbell-Mithun, Minneapolis; a speech on
the agency's creative function by Eugene
Harrington, president of Fletcher D. Rich-
ards Inc., New York, and a treatment of the
management's view from AAAA Board
Chairman Melvin Brorby, senior vice presi-
dent, Needham, Louis & Brorby, Chicago.
This session will be presided over by Brown
Bolte, executive vice president, Benton &
Bowles, New York, and chairman of the
A AAA's eastern region.
Among agenda highlights:
Research workshop, Tuesday afternoon:
"How close can research come to measuring
the sales effectiveness of advertising?" with
three speakers taking different approaches;
the general — Wroe Alderson, partner of
Alderson & Sessions; the qualitative — Paul
Gerhold, vice president in charge of media
research at Foote, Cone & Belding, and the
quantative — lohn DeWolf, vice president
and director of research, G. M. Basford Co.
Peter Langhoff, Young & Rubicam will
preside.
Tv-radio commercials workshop, Tues-
day afternoon: "Here comes video tape," by
Ross H. Snyder, manager of special products
division, Ampex; "new techniques in tv film
commercials" by Film Producer Assn. of
New York and narrated by Bert Hecht of
FPA's technical services and color commit-
tee; "probe, critic, commercials" with Marie
Torre, syndicated tv columnist of New York
Herald-Tribune, and Mike Wallace, ABC-
TV commentator; "the new sound of radio"
by Kevin Sweeney, president of Radio Ad-
vertising Bureau, and "the seven lively
arts of television," a special presentation by
Cunningham & Walsh. Elizabeth Pike, vice
president, Benton & Bowles, will preside
over the commercials workshop.
Media buying workshop, Wednesday
morning: "How to plan media strategy."
Three media directors — Robert' H. Boul-
ware, associate media director, Bryan
Houston; Newman F. McEvoy, senior vice
president and director, Cunningham &
Walsh, and G. Maxwell Ule, senior vice
president, Kenyon & Eckhardt — will analyze
a hypothetical advertising, problem and
recommend media strategy [Closed Cir-
cuit, Oct. 7]. A "review board" critique will
follow by Ralph Robertson (as board spokes-
man), vice president and marketing director,
Geyer Adv.; David P. Crane, vice president
in charge of media, Benton & Bowles, and
Anthony DePiefro, vice president and media
director, Lennen Newell.
The marketing workshop also is slated
for Wednesday morning with sessions on ac-
count management, print creative func-
tions and print productions scheduled for
Wednesday afternoon.
Merger Forms New L. A. Agency
The merger of Atherton Advertising
Agency and Mogge-Privett Inc., both Los
Angeles, into Atherton-Mogge-Privett Inc.,
will occur Dec. 1, according to a joint an-
nouncement by Norton W. Mogge, presi-
dent of Mogge-Privett, who also will be
president of the new agency, and Alfred A.
Atherton, owner of his agency, who will be
executive vice president of the new A-M-P
Inc. Other officers of the new firm include
John A. Privett, vice president and secretary-
treasurer; James Lothian, vice president, and
Milton Zolotow, vice president. Headquar-
ters of the new agency will be at 8467
Everly Blvd., present address of Atherton
Advertising Agency.
HOW PEOPLE SPEND THEIR TIME
There were 123,574,000 people in the U. S. over 12 years of age during the week
Nov. 3-9. This is how they spent their time:
67.7% ( 83,553,000) spent 1,871.6 million hours watching television
55.4% ( 68,373,000) spent 1,005.1 million hours listening to radio
82.5% (101,819,000) spent 427.6 million hours reading newspapers
30.9% ( 38,136,000) spent 182.4 million hours reading magazines
25.8% ( 31,842,000) spent 404.9 million hours watching movies ON tv
25.6% ( 31,691,000) spent 132.0 million hours attending movies *
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting, each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and -unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
SINDLINGER'S SET COUNT: As of Nov. 1, Sindlinger data shows: (1) 105,120,000
people over 12 years of age see tv (85.2% of the people in that age group);
(2) 40,692,000 U. S. households with tv; (3) 44,725,000 tv sets in use in U. S.
Page 44 • November 18, 1957
Broadcasting
Can Newspapers Provide
:yl ijjJJjUJJ
Here are the facts.
There are 14 daily newspapers in the area.
They have a combined circulation (ignoring
duplication) of 318,542.
One 600 line insertion (approximately 'A page)
in these 14 papers costs S894.00.
Effective Coverage of the
D J / j
Within this same area, WSM delivers a
comparable unduplicated daytime audience
plus an outside bonus audience even larger
than that for which you pay. And on WSM
you can achieve real penetration at amazingly
low cost.
On WSM, $894.00 buys
24 one minute announcements in a week,
or a choice quarter hour in the Grand
Ole Opry for 3 weeks,
or a 15 minute morning newscast 5 days
weekly, for 3 weeks.
Ask Bob Cooper, or any Blair man for the facts and figures.
i
There is a difference • • . it's WSM radio
50,000 WATTS, CLEAR CHANNEL, NASHVILLE • BLAIR REPRESENTED • BOB COOPER, GENERAL MANAGER
Broadcasting
November 18, 1957 • Page 45
ADVERTISERS & AGENCIES continued
NETWORK, SPOT TV UP 8.4% OVER '56
TvB-Rorabaugh: nine-month spot total $329,899,000, up $39,243,000
Reports of slackness in television buying were belied last week
by computations showing gross expenditures in network and spot
television for the first nine months of 1957 ran more than $54
million (about 8.4%) ahead of the same period in 1956. Nine-
month totals: $697,975,607 this year, $643,617,824 last.
Television Bureau of Advertising's quarterly report on spot tv
spending brought the spot total for January-through-September
1957 to at least $328,899,000, while Publishers Information Bureau
computed gross expenditures in network television for the same
period at $369,076,607 [At Deadline, Nov. 11]. The totals at the
end of three quarters in 1956 were $289,656,000 in spot and
$353,961,824 in network [Advertisers & Agencies, Nov. 19,
1956].
TvB, whose spot figures are compiled for it by N. C. Rorabaugh
Co., estimated third-quarter spot television expenditures at $93,-
094,000 for the 325 stations reporting.
TvB also noted that new reporting procedures had been in-
augurated with the third-quarter report, designed for greater ac-
curacy and completeness. All reporting now is being done on a
full 13-week basis each quarter, making it unnecessary to project
quarterly totals from sample weeks. Norman E. Cash, TvB presi-
dent, complimented both the cooperating stations and Rorabaugh
"for their effort and care in making such information available."
Mr. Cash said that "while this third quarter report [on spot tv]
reflects the normal seasonal drop in all media, it shows expendi-
tures of almost $10 million over the same quarter last year and
an increase for the nine-month period of over $39 million. An
analysis of 270 stations reporting, common to both periods (third
quarter, 1956 and 1957), shows a 13% increase in gross dollars
lor the current period."
The third-quarter seasonal drop is reflected in a comparison of
third and second quarter spot tv totals: in the second quarter the
total was $118,870,000 while in the third it came to the $93
million-plus figure.
Mr. Cash singled out household cleaners, cleansers, polishes and
waxes as the major product category showing the greatest gain
in tv usage during the third quarter — up from $592,000 to
$1,099,000 for an increase of 85.6%. Household laundry products
rose 62% from $3,284,000 to $5,321,000; cosmetics and toiletries
49.4% from $8,950,000 to $13,367,000; automotive 36.9% from
$1,827,000 to $2,501,000; gasoline and lubricants 29.7% from
$3,908,000 to $5,070,000, and ale, beer and wine 20.6% from
$8,463,000 to $10,211,000.
Nine newcomers were noted in the ranks of third-quarter top
100 spot tv spenders: Atlantic Refining, Ex-Lax, General Cigar,
Harrison Labs, Kroger Co., National Brewing, Regal Pale Brewing,
George Wiedemann Brewing, and J. B. Williams Co. A number
of others expanded their spot tv usage in the quarter, among them
Continental Baking, Miles Labs, Adell Chemical, General Mills,
Bristol-Myers, Ford Motors, and Gillette.
WHAT THE TOP 100 SPENT FOR SPOT TV
THIRD QUARTER 1957
1. procter & gamble . $7,306,600
2. brown & williamson . . 2,982,500
3. continental baking . . 2,439.600
4. colgate-palmolive . . 1.985,300
5. carter products 1,776,000
6. general foods 1,718,000
7. miles labs 1,617,000
8. sterling drug 1,479,300
9. lever brothers 1,290,600
10. warner-lambert phar. . 1,079,500
11. adell chemical 1,076,800
12. philip morris 1,045,500
13. bulova watch ...... 1,003,000
14. national biscuit 998,700
15. international latex . . 992,500
16. bristol-myers ........ 941,300
17. robert hall clothes 936,900
18. anheuser-busch 856,900
19. ford motor 853,100
20. nehi (bottlers) 834,700
21. liggett & myers 819,000
22. charles antell 809,900
23. coca-cola (bottlers) . 771,200
24. gillette 762,600
25. shell oil 740,800
26. schlitz brewing 707,300
27. food mfrs 654,500
28. american home prods. 648,900
29. pepsi cola (bottlers) . 601,300
30. falstaff brewing .... 600,100
31. esso standard oil .... 591,900
32. nestle co 558,900
33. block drug
34. hamm brewing
35. r. j. reynolds
36. p. ballantine & sons
37. j. a. folger
38. american tobacco ....
39. pabst brewing
40. phillips petroleum ...
41. william wrigley jr . .
42. STANDARD OIL (iND.) . . .
43. BURGERMEISTER BREWING
44. PIEL BROS
45. H. J. HEINZ
46. HILL'S BROS. COFFEE . . .
47. BEECH-NUT LIFE SAVERS.
48. AMERICAN CHICLE
49. U. S. BORAX & CHEM. . . .
50. MARATHON CORP
51. HAROLD F. RITCHIE ....
52. WESSON OIL & SNOW DRIFT
53. KELLOGG
54. CORN PRODUCTS REFINING
55. NATIONAL DAIRY PRODUCTS
56. M. J. B
57. MAX FACTOR
58. SEVEN-UP (BOTTLERS) . .
59. P. LORILLARD
60. J. B. WILLIAMS .......
61. ASSOCIATED PRODUCTS . .
62. RAYCO MFG
63. DR. PEPPER (BOTTLERS) .
64. STANDARD BRANDS
523,000
512,600
505,000
499,300
483,100
466,500
465,600
450,100
449,600
444,100
440,700
435,600
427,900
408,700
407,800
397,700
389,000
387,100
382,000
377,700
375,400
369,600
367,000
361,000
351,100
350,000
345,900
343,500
342,100
329,900
328,300
318,400
65. AMERICAN BAKERIES .... 310,400
66. TEXAS CO r . . 297,800
67. carling brewing 294,500
68. avon products 293,900
69. PACIFIC TEL. & TEL 283,700
70. NATIONAL BREWING .... 282,000
71. SOCONY MOBIL OIL 281,300
72. WIEDEMANN BREWING . . 251,000
73. GENERAL MILLS 249,000
74. GENERAL MOTORS 242,300
75. best foods 242,000
76. ATLANTIC REFINING .... 241,800
77. ARMSTRONG RUBBER .... 240,500
78. wilson & co 238,600
79. GREAT A & P TEA 223,000
80. SAFEWAY STORES ...... 218,200
81. REGAL PALE BREWING . . . 215,900
82. ROBERT CURLEY 215,700
83. PAXTON & GALLAGHER . . . 215,300
84. GENERAL CIGAR 215,200
85. HELAINE SEAGER 211,700
86. CHESEBROUGH-PONDS . . . 210,500
87. HARRISON LABS 210,000
88. SEALY MATTRESS (DLRS.) 204,800
89. DUNCAN COFFEE 203,700
90. LANGENDORF UNITED
BAKERIES 201,000
91. ex-lax 199,500
92. coty 198,200
93. W. B. REILY 196,200
94. KROGER 193,400
95. MAYBELLINE 191,000
96. HELENE CURTIS 188,800
97. BORDEN . 188,000
98. RALSTON-PURINA 185,400
99. LIEBMANN BREWERIES . . 183,800
100. INTERSTATE BAKERIES . . 182,800
TvB's SPOT BREAKDOWN BY PRODUCT CATEGORIES APPEARS ON PAGE 48
Page 46 • November 18, 1957
Broadcasting
(This is one of a series of full page ads appearing regularly in the NEW YORK TIMES)
Politz Facts Point Up Strategy of Using Leading Stations
Almost everyone is included in radio's huge daily audience.
Radio is where your customers are. Wherever they may be,
radio follows them, reaching their minds while their hands
are busy. Only radio can be— and is— the constant companion
of the American people.
This powerful advertising factor, unique to radio, is dra-
matically documented by a continuing series of Alfred Politz.
Research projects. And it is coupled with the significant
finding that the radio audience is highly selective in its choice
of stations. Together, these confirmed facts provide the basis
of a potent advertising strategy called The Nation's Voice.
This strategy uses just 48 selected stations of the 3000 now
broadcasting. Located in key marketing areas, these stations
reach the greatest number of adults. And they command, to
an extraordinary degree, the trust and confidence of their
listeners— having earned their respect through outstanding
broadcasting standards. The impact is personal. The loyalty
is deep.
These facts have been confirmed again and again. There
are seven separate Politz studies now available. Five of these
present complete data for divergent markets served by indi-
vidual grea* stations. The sixth, recently released, develops
complete data for Upstate New York— served by four great
stations. Now the latest study, conducted nationwide, adds
new detailed information both on radio and on the reach
and value of The Nation's Voice strategy.
This strategy is effective for budgets small and large. What-
ever you are selling and whatever the appropriation, it will
pay you to investigate the sales power of The Nation's Voice.
Just call the nearest Christal office.
FIRST ON EVERY LIST ARE THESE 18 GREAT RADIO STATIONS
WBAL Baltimore
KOA Denver
KTHS Little Rock
WTMJ Milwaukee
Represented Nationally by
WAPI Birmingham
WJR Detroit
KFI Los Angeles
WHAM Rochester
WGY Schenectady KWKH Shreveport
WBEN Buffalo
WTIC Hartford
WHAS Louisville
WSYR Syracuse
WGAR Cleveland
WDAF Kansas City
WCKR Miami
WTAG Worcester
HENRY I. CHRISTAL COMPANY, INC
NEW YORK • CHICAGO • DETROIT • BOSTON • SAN FRANCISCO • ATLANTA
Broadcasting
November 18, 1957
Page 47
ADVERTISERS & AGENCIES continued
PRODUCTS: HOW THEY SPLIT $93.1 MILLION IN SPOT TV
AGRICULTURE $ 261,000
Feeds, Meals 182,000
Miscellaneous 79,000
ALE, BEER & WINE 10,211,000
Beer & Ale 9,833,000
Wine 378,000
AMUSEMENTS,
ENTERTAINMENT ... 136,000
AUTOMOTIVE 2,501,000
Anti-Freeze 31,000
Batteries 15,000
Cars 1,492,000
Tires & Tubes 511,000
Trucks & Trailers 30,000
Miscellaneous Accesso-
ries & Supplies 422,000
BUILDING MATERIAL,
EQUIPMENT, FIXTURES,
PAINTS 620,000
Fixtures, Plumbing,
Supplies 78,000
Materials 173,000
Paints 246,000
Power Tools 30,000
Miscellaneous 93,000
CLOTHING, FURNISHINGS,
ACCESSORIES 2,034,000
Clothing 1,844,000
Footwear 137,000
Hosiery 13,000
Miscellaneous 40,000
CONFECTIONS &
SOFT DRINKS 5,496,000
Confections 1,610,000
Soft Drinks 3,886,000
CONSUMER SERVICES 2,902,000
Dry Cleaning &
Laundries 15,000
Financial 560,000
Insurance 457,000
Medical & Dental .... 67,000
Moving, Hauling,
Storage 73,000
Public Utilities 1,305,000
Religious, Political,
Unions 224,000
Schools & Colleges .... 29,000
Miscellaneous Services. 172,000
COSMETICS & TOILETRIES. 13,367,000
Cosmetics 1,809,000
Deodorants 1,685,000
Depilatories 201,000
Hair Tonics &
Shampoos 2,766,000
Hand & Face Creams,
Lotions 68,000
Home Permanents &
Coloring 2,361,000
Perfumes, Toilet
Waters, etc 141,000
Razors, Blades 183,000
Shaving Creams,
Lotions, etc 696,000
Toilet Soaps 3,054,000
Miscellaneous 403,000
DENTAL PRODUCTS 1,813,000
Dentifrices 1,430,000
Mouthwashes 65,000
Miscellaneous 318,000
DRUG PRODUCTS 5,943,000
Cold Remedies 284,000
Headache Remedies . . . 1,055,000
Indigestion Remedies . . 1,830,000
Laxatives 841,000
Vitamins 197,000
Weight Aids ". . 85,000
Miscellaneous Drug
Products 1,472,000
Drug Stores 179,000
*FOOD & GROCERY
PRODUCTS 21,973,000
Baked Goods 5,498,000
Cereals 1,611,000
Coffee, Tea &
Food Drinks 4,860,000
Condiments, Sauces,
Appetizers 977,000
Dairy Products 1,441,000
Desserts •. 178,000
Dry Foods (Flour,
Mixes, Rice, etc.).... 675,000
Fruits & Vegetables,
Juices . 666,000
Macaroni, Noodles,
Chili, etc 281,000
Margarine, Shortenings 832,000
Meat, Poultry & Fish. . 1,440,000
Soups 59,000
Miscellaneous Foods . . 1,479,000
Miscellaneous Frozen
Foods 266,000
Food Stores 1,710,000 .
* Starting with the 1st Quarter
1957 — includes frozen foods in ap-
propriate sub-classifications. Super-
sedes earlier practice of grouping
all frozen foods in a separate cate-
gory.
GARDEN SUPPLIES &
EQUIPMENT 65,000
GASOLINE & LUBRICANTS 5,070,000
Gasoline & Oil 4,861,000
Oil Additives 155,000
Miscellaneous 54,000
HOTELS, RESORTS,
RESTAURANTS 110,000
HOUSEHOLD CLEANERS,
CLEANSERS, POLISHES,
WAXES 1,099,000
Cleaners, Cleansers . . . 750,000
Floor & Furniture
Polishes, Waxes 147,000
Glass Cleaners 25,000
Home Dry Cleaners . . . 133,000
Shoe Polish 2,000
Miscellaneous Cleaners 42,000
HOUSEHOLD EQUIPMENT-
APPLIANCES 914,000
HOUSEHOLD FURNISHINGS 714,000
Beds, Mattresses,
Springs 591,000
Furniture & Other
Furnishings 123,000
HOUSEHOLD LAUNDRY
PRODUCTS 5,321,000
Bleaches, Starches .... 874,000
Packaged Soaps,
Detergents 4,242,000
Miscellaneous 205,000
HOUSEHOLD PAPER
PRODUCTS 697,000
Cleansing Tissues 222,000
Food Wraps 104,000
Napkins 48,000
Toilet Tissue 40,000
Miscellaneous 283,000
HOUSEHOLD, GENERAL. . . 559,000
Brooms, Brushes,
Mops, etc 22,000
China, Glassware,
Crockery, Containers 5,000
Disinfectants,
Deodorizers 180,000
Fuels (heating, etc.)... '55,000
Insecticides,
Rodenticides 164,000
Kitchen Utensils 5,000
Miscellaneous 128,000
NOTIONS 73,000
PET PRODUCTS 918,000
PUBLICATIONS 254,000
SPORTING GOODS,
BICYCLES, TOYS 110,000
Bicycles & Supplies . . . 13,000
General Sporting
Goods 32,000
Toys & Games 56,000
Miscellaneous . 9,000
STATIONERY, OFFICE
EQUIPMENT 48,000
TELEVISION, RADIO, PHONO-
GRAPH, MUSICAL
INSTRUMENTS 211,000
Antennas 22,000
Radio & Television
Sets 29,000
Records 57,000
Miscellaneous 103,000
TOBACCO PRODUCTS
& SUPPLIES 6,636,000
Cigarettes 6,160,000
Cigars, Pipe Tobacco . 430,000
Miscellaneous 46,000
TRANSPORTATION &
TRAVEL 486,000
Air 302,000
Bus 76,000
Rail 98,000
Miscellaneous 10,000
WATCHES, JEWELRY,
CAMERAS 1,438,000
Cameras, Accessories,
Supplies 133,000
Clocks & Watches 973,000
Jewelry 16,000
Pens & Pencils 314,000
Miscellaneous 2,000
MISCELLANEOUS 1,114,000
Trading Stamps 122,000
Miscellaneous Products 382,000
Miscellaneous Stores . . 610,000
TOTAL $93,094,000
Parker Bros. Allots $125,000
To Make 'Careers' a Success
Parker Bros. Inc., Salem, Mass., is back-
ing up a new entry in the game market with
a $125,000 advertising budget — reportedly
the largest single advertising budget for a
game in the history of the toy industry. Ap-
proximately $108,000 has been set aside for
radio-tv.
The game is called "Careers" and sells for
$3. According to Parker Bros. President
Robert B. M. Barton, " 'Careers' is the big-
gest thing since we introduced 'Monopoly'
in the winter of 1935-36."
Approximately $38,000 was spent to in-
troduce the game last winter in the greater
Chicago market— $20,000 in radio, $18,000
in tv. The remaining $70,000 in broadcast
allocations will be spent between now and
Christmas, according to President Barton
and Clifford Parcher, president of Parker's
agency, Badger & Browning & Parcher,
Boston.
Effective today (Monday) through Dec.
22, Parker Bros, will place $24,000 worth
of radio spots and $25,000 worth of tv spots
in New York, using stations WNEW, WOR,
WABC-AM-TV and WRCA-TV.
New York's share of the campaign will
see 165 tv spot announcements and 262
one-minute radio announcements. In Chi-
cago, B&B&P has allocated $6,000 to radio
and in Los Angeles, $5,000. In addition,
Parker Bros, has ordered 13 participations
on NBC Radio and is considering some ad-
ditional spot activity.
The figures quoted do not account for
whatever co-op advertising might be placed
jointly by Parker and department stores
throughout the country.
"Careers" is geared at both young adults
and children, so Parker will make, a bid for
the early and very late evening audience.
Other games in the Parker Bros, portfolio
include "Clue," "Sorry," "Rooks," "Wide
World" and "Ping Pong." Total 1957 ad-
vertising budget for all games came to
$300,000.
Book Firm, Slenderizing Salon
Set $115,000 Cookbook Budget
Slenderella International and G. P. Put-
nam's Sons, publisher, jointly have allocated
$115,000 to promote a single book — with
$95,000 allocated to radio and television.
The promotion got underway Oct. 28 in 85
national markets on behalf of the Slender-
ella Cookbook, written by Myra Waldo for
Slenderella and published last Friday.
At the present time, Slenderella — through
its agency, Management Assoc., Stamford,
Conn. — also is using live spots on NBC-
TV's Queen for a Day on a 56-station line-
up. The sum of $50,000 has been set aside
for the period Oct. 28-Nov. 22, with the
remaining $45,000 going toward Christmas
promotion effective Nov. 25. Slenderella is
spending $5,000 on print ads while Put-
nam's is purchasing $15,000 worth of non-
broadcast media. The book is part of the
slenderizing chain's expanding licensing
program [Advertisers & Agencies, June
4, 1956].
Florida Citrus Sets $935,200
For Tv in First 1958 Quarter
The heaviest three-month advertising
budget in the Florida Citrus Commission's
history, $1,659,900, was approved by the
Commission Wednesday for the January-
March quarter of 1958.
Television gets the biggest share, $935,-
200, with $333,500 for daily newspapers,
$197,700 for magazines and lesser amounts
for other media. Benton & Bowles Inc. is
the agency.
The tv budget includes expenditures on
the Garry Moore Show, Dave Garroway's
Today, the panel show What's My Line,
and the serial Edge of Night.
The overall budget for the 1957-58 sea-
son, calling for a total outlay of $4 million,
Page 48 • November 18, 1957
Broadcasting
Transcontinent
Television
Corporation
is proud to
announce the
acquisition of two
major broadcast
properties,
WGR-TV and
WGR Radio in
Buffalo, the nation's
14th market.
welcome. . .
Serving over a
million people in
the 3 billion dollar
Western New York
State area, plus a
vast Canadian
audience, and
affiliated with the
ABC Television
and Radio
Networks, these
distinguished
stations have an
outstanding record
of service to the
community and to
the advertiser.
Transcontinent,
with its policy of
service, welcomes
these additions to
its family.
SYMBOL OF SERVICE
TRANSCONTINENT TELEVISION CORPORATION
TV, Rochester • WGR Radio, WGR-TV, Buffalo
WSVA Radio, WSVA-TV, Harrisonburg
Represented by Peters, Griffin & Woodward
Offices: 70 Niagara St., Buffalo, MOhawk 2300
15 East 47th St., New York, Plaza 1-3030
ADVERTISERS & AGENCIES continued
includes $2,639,800 for oranges; $1,233,900
for grapefruit, and $126,300 for tangerines.
There are campaigns for fresh, canned,
frozen and chilled products.
The Citrus Commission, holding its
November meeting, was told that the inci-
dence of colds and flu has greatly stimulated
sales of processed citrus products. A special
flu and cold campaign is a part of the
winter advertising program.
North Adv. Names Feldman
To Head West Coast Office
Edward H. Feldman, formerly vice pres-
ident of Desilu Productions, has been ap-
pointed to head North Adv. Inc.'s office in
Beverly Hills, Calif., it was announced Fri-
day by Don Paul Nathanson, North pres-
ident. He will be responsible for production
of North broadcasting properties originating
on the West Coast.
Mr. Feldman was vice president in charge
of all commercial business for Desilu, in-
cluding agency contracts and programming.
Previously, he headed Biow Co.'s West Coast
tv operations, working on such properties as
/ Love Lucy, Racket Squad and My Little
Margie. He also produced shows featuring
Milton Berle, Eddie Cantor, Garry Moore
and Jack Paar and produced and directed
$64,000 Question and Take It or Leave It.
Mr. Feldman succeeds Walter Hiller, who
left North to join MCA on the West Coast.
Among tv programs originating for North
clients in Hollywood are You Bet Your Life,
People Are Funny, House Party and Queen
for a Day.
Stisser, McEwen Get Top Posts
At Hooper Inc. as Knipe Retires
Appointment of Frank G. Stisser Jr. as
president and W. Bruce McEwen as ex-
ecutive vice president of C. E. Hooper Inc..
BALTIMORE TAX ROW CONTINUES
• Reduced ad bite doesn't improve plan, mayor told
• Pros, cons aired before 6V2-hour city council session
STISSER McEWEN KNIPE
New York, is to be announced today (Mon-
day) by retiring President and Board Chair-
man James L. Knipe. Both are Hooper
veterans, Mr. Stisser in radio research and
Mr. McEwen in market research.
Mr. Knipe plans to devote full time to his
personal business interests and to "an oc-
casional consulting assignment in the field
of finance or general economic analysis." He
continues as a Hooper stockholder.
Stevens to Zenith Ad Manager
The appointment of Robert M. Stevens,
former McCann-Erickson account execu-
tive, as advertising manager of Zenith Ra-
dio Corp. was announced Friday by Erik
Isgrig, Zenith vice president in charge of ad-
vertising. Prior to joining M-E in 1955,
Mr. Stevens was successively assistant ad-
vertising manager, sales manager and finally
advertising manager of Servel Inc. over a
10-year period.
Baltimore Mayor Thomas D'Alesandro's
tactical move last Thursday in reducing
from 1V2% to 4% the gross sales tax
planned for local advertising media [Lead
Story, Nov. 11] has done little to placate
opponents of the measure. In the wake of
this latest announcement, media spokesmen
emphatically pointed out that alteration in
the proposed amount of tax does nothing
to undo the basic wrongfulness of the "dis-
criminatory" plan.
"A compromise measure does not make
it a better tax in any sense," Wilbur Van-
Sant of VanSant & Dugdale, declared late
Thursday. Mr. VanSant, who earlier had
stated opposition to the proposal before the
city council on behalf of advertising agen-
cies, declared that the tax is still a "bad" one
and that he "vigorously opposed" its adop-
tion.
Joseph Katz, Joseph Katz Co., Baltimore
agency, attacked the move as being "based
on what they [the city administration]
thought was good politics for their side."
The reduction, he said, is "like cutting down
on the water in fighting a big fire. If all the
tax changes go into effect, then the name of
Baltimore should be changed to 'The De-
serted Village'- — for these are village taxes."
Nevertheless, it appeared last week that
the latest move may have succeeded in
swaying some members of the city council,
which must approve the measure, to the
administration's point of view. Prior to the
reduction — which cuts the advertising media
gross sales tax to 4% but does not effect the
companion proposal, a 2% levy on the
gross of all advertising media, six of the
21 councilmen had openly expressed op-
position to the plan. The latest strategy of
Mayor D.'Alesandro and his budget and
finance committee only served to deepen
pessimism among media observers in their
efforts to sidetrack the tax.
One thing is sure: the tax, if enacted,
will be fought in the courts.
A fever reading on the anti-tax sentiment
was offered last Wednesday at the public
hearing of the Baltimore City Council when
proponents and opponents of the measure
had their say. The proponent forces con-
sisted of just three city spokesmen who ex-
plained why the City of Baltimore needs an
additional $17.5 million in its annual budget
and attempted to prove the legality of such
a tax.
The opposition numbered more than two-
score speakers from agencies, radio-tv, mer-
chant groups, labor unions and citizens
groups, the majority of whom were crammed
into the last hour of the 6 ^-hour-long
proceeding.
The first three hours of the proceeding
were telecast in rotation by WJZ-TV,
WMAR-TV and WBAL-TV, Baltimore's
three tv stations. When it became apparent
the hearings would run well overtime,
WMAR-TV and WBAL-TV each added one
hour's coverage.
Observers noted that practically all of the
Page 50
November 18, 1957
administration's arguments were presented
within the telecast hours, while much of op-
position viewpoint — including statements on
behalf of the agencies and the radio-tv in-
dustry— was presented after the telecast.
Agencyman Katz was among those who
took a dim view of the conduct of the coun-
cil hearing.
"It wasn't a hearing," he charged, "it was
an inquisition. The [budget finance] commit-
tee did all the talking. Speakers for the other
side were interrupted and insulted. The
hearing was loaded. It was a field day for
the mayor and his council."
Budget Director Charles A. Benton
opened the proceedings by devoting close
to an hour to an explanation of reasons for
a city budget increase of $17.5 million.
Deputy Solicitor Hugo A. Ricciuti next de-
fended the legality of the proposed taxes
and accused news media of "deliberately
disseminating" false information "to create
the impression that the city is blazing a
vicious trail" by proposing a tax never im-
posed elsewhere.
And before the telecast time was up,
Aaron Baer, an assistant city solicitor, lev-
eled an attack on what he described as big
money interests without regards for "the
little man." He declared that opposition to
the tax proposals came from such big busi-
nesses as the Ford Motor Co. and R. J.
Reynolds Tobacco Co. He charged that
labor leaders who testified against the tax
were "cat's paws" who had been "sold a
bad bill of goods."
Judge Joseph Sherbow, appearing on be-
half of the Citizens Committee and who also
serves as counsel for the Baltimore News-
Post and its WBAL-AM-TV, opened the
opposition testimony by charging that the
administration spokesman in the preceding
IVi hours had failed to show why this par-
ticular type of taxation was selected.
Judge Sherbow warned that this was a
"new, novel, singular proposal that must go
before the courts." He said that there are
good prospects that the tax eventually will
be declared illegal, leaving Baltimore $4.2
million short of its budgetary needs.
Judge Sherbow further testified that Bal-
timore industries, such as its breweries,
would be placed in an unfair competitive
position with out-of-town firms that could
resort to radio-tv network and national
magazine advertising without paying the ad-
vertising tax.
Shelton Earp, general manager and part
owner of WBMD Baltimore, appearing on
behalf of the city's radio and tv interests,
said the tax would "discourage advertising
which is the very background of production
and sales."
In citing the possible harm to Baltimore's
general economy, Mr. Earp described the
quandary of stations that couldn't afford to
absorb the tax, yet couldn't pass it along to
the advertisers .since the latter just wouldn't
assume the extra cost. The tax on gross, he
maintained, in some cases represents more
Broadcasting
WTOP RADIO
* PULSE, October, 1957 • NIELSEN, July, 1957 • VERIFAK, October, 1957
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ADVERTISERS & AGENCIES continued
ng IQIMCCC nnipri w WHO'S BUYING WHAT, WHERE
PACIFIC Gas & Electric, San Fran-
cisco, described by its agency, BBDO,
as America's largest utility, has picked
The Big Story film series to supplant
its O. Henry Playhouse in eight Cali-
fornia markets. Arranging for the half-
hour show are (1 to r) Barney McKall,
west coast sales manager for Official
Films; Robert R. Gros, vice president
of Pacific Gas & Electric, and Harry
Burton, account group supervisor for
BBDO, San Francisco.
than the station's total net profits before
tax.
Mr. Earp forecast such a tax would
prompt national advertisers to skip local
Baltimore advertising and concentrate on
network and other media outside the tax.
"This will hurt all stations — especially the
large stations, since they depend upon their
share of national advertising for a large per-
centage of their total volume," he said.
"This is the simple economy of the proposed
tax: local advertisers can't afford to pay it,
and national advertisers will skip us."
Advertisers also would be tempted to use
nearby Washington radio and television to
reach the Baltimore market, he said.
With regard to tv, Mr. Earp conceded
that revenues now are at a "satisfactory
level," but warned that the future economy
of television will change as additional tv
facilities are allocated by the FCC.
Mr. Earp said that while some stations
might contemplate an expensive move to
beyond the city limits, this would not be
possible for certain low-powered local out-
lets who must, under FCC rules, maintain
a certain minimum signal over the Balti-
more business district. He said that such a
move for WBMD would cost at least $150,-
000.
Mr. VanSant, in his testimony for the ad-
vertising agencies and as chairman of the
Advertising Committee organized to oppose
the tax, said he would not argue on the le-
gality of the proposal but "whether this is
a good tax or a bad tax."
He warned that cutting off "outside"
money would endanger the city's basic econ-
omy and said that 30-40% of Baltimore's
advertising money comes from outside the
metropolitan area.
Mr. VanSant exhibited part of more than
250 telegrams of protest which he had re-
ceived from outside the city. He said that
one from J. Walter Thompson Co. reported
that if the tax went into effect, JWT's Bal-
timore advertising expenditure "would be
materially reduced."
Other opposition to the city's tax pro-
posal came from representatives of labor
unions, citizens groups, daily and weekly
new: oapers, printing establishments, retail
mercnant groups and local business asso-
ciations.
Following adjournment of the hearing
Wednesday night, Mayor D'Alesandro sum-
moned his budget and finance committee
to a Thursday morning conference to ex-
plore substitute plans for the 9Vz % adver-
tising tax proposals. Announcement of the
reduction of the IVi % sales tax to 4% and
the retention of a 2% levy on gross revenue
on all local advertising media came within
a few hours.
Two C-P Accounts Leave Brown
After a two-year association, Carl S.
Brown Co., New York, and Colgate Palm-
olive Co., New York, have come to a sep-
aration. The advertiser has notified the
agency that within 90 days it will appoint
another agency to handle both Vel beauty
soap and Halo shampoo. Estimated billing
for both products is around $2.5 million,
about half of Brown's overall billing.
Page 54 • November 18, 1957
KEEPS GOING • American Tobacco Co.
(Tareyton Filters, N. Y.), through Lawrence
C. Gumbinner Adv., N. Y., renewing
"some" of its tv markets effective Nov. 18
and Dec. 28.
RADIO NEWS • Warner-Lambert Pharma-
ceutical Co., N. Y. (Listerine), planning 10-
week radio spot announcement schedule,
effective Jan. 6, in top 50 markets. Agency:
Lambert & Feasley, N. Y.
SKOL • Bowey's Inc. (egg-nog), Chicago,
will use two weeks of daily participation on
Panorama Pacific (Mon.-Fri. 7-9 a.m. PST)
on 9-station CTPN hookup, starting Dec.
16. Sorensen Advertising Co., Chicago, is
agency.
SPECIAL NEWS • Rexall Drug Co., Los
Angeles, will sponsor its second special tv
show Hansel and Gretel on NBC-TV next
spring. No date is set. Show, like firm's first
special, Pinocchio, will be produced by Tal-
ent Assoc. BBDO, N. Y„ is agency.
GODFREY FANS • General Electric Co.
(Colorama lamps), Schenectady, N. Y.,
planning to sponsor portion of Arthur God-
frey on CBS Radio, effective mid-January.
BBDO, N. Y., is agency.
BROKEN RECORD • Record racked up at
NBC-TV Nov. 8 in total sales on participa-
tion programs with Tonight reportedly gar-
nering $3.1 million in single day. Bulk of
business came from new buys which started
last week by BufTerin (Y&R, N. Y.), Ipana
(Y&R) and Webcor (John W. Shaw Adv.,
Chicago), with extension beginning in Jan-
uary ordered by Polaroid (Doyle Dane
Bernbach, N. Y.).
Toni Shifts Four Products
Involving $4-6 Million Outlay
The Toni Div. of Gillette Co. has reas-
signed among three agencies four products
involving billings, present and potential, of
$4-6 million, with a substantial amount in
broadcast media. The agency changes be-
come effective Jan. 1.
The three-way realignment calls for the
transfer of Prom permanent from North
Adv. Inc. to Tatham-Laird; Hush deodorant
from T-L to North; Bobbi pin curl perma-
nent T-L to Clinton E. Frank, and a new
unidentified product from Frank to T-L.
Billings of the three identified products
combined reportedly exceed $3 million,
with both Prom and Bobbi heavily active in
broadcast media. Hush has been introduced
nationally, but its billings are well under $1
million.
Toni's new product, which Tatham-Laird
inherits from Clinton E. Frank, is reported
to represent a potential of $3 million in
billings, though its outlays at present are
about $1 million. Toni places an estimated
$9.5 million of its estimated $13 million
advertising budget in television, with several
network tv and radio properties.
The new Toni agency lineup: Clinton E.
Frank — Pamper shampoo, Tame hair rinse,
BEDDING BUY • The Spring Air Co.
(bedding equipment), Chicago, will use
broadcast media to promote a contest start-
ing Jan. 3. During the 60-day sales period
for the firm's "Modern Model 70," mat-
tress, 33 Spring Air plants around the coun-
try will buy radio-tv spot announcements in
local areas. In addition. Spring Air will use
promotion on CBS' Robert Q. Lewis, Galen
Drake and Amos 'n' Andy shows and on
MBS' Gabriel Heatter program. Theme of
the campaign is "Turn Back the Clock to the
Old-Fashioned Price." Agency: Gourfain-
Loeff Inc., Chicago.
Casual pin curl, Bobbi pin curl permanent
and Bright'ning; North Adv. Inc. — Toni,
Tip Toni, Tonnette, Silver Curl, Deep
Magic, Adorn, Spin curlers, Twirl and Hush;
Tatham-Laird — Prom home permanent and
end curl Prom, White Rain lotion shampoo,
Viv-Soft Touch lipstick and the new product.
Woolworth to Drop CBS 'Hour'
CBS Radio began shopping last week for
another advertiser to pick up the Sunday
afternoon Woolworth Hour package featur-
ing the Percy Faith Orchestra and guest
stars. F. W. Woolworth Co. will let its con-
tract expire Dec. 28 despite the sponsor's
satisfaction with program results according
to its agency, Lynn Baker Inc., New York.
The agency explained Woolworth is off on a
new promotion "kick" involving newspapers
and hence is slicing its radio budget. Just
last spring, the sponsor had cited its satis-
faction with success of the Woolworth Hour
[Advertisers & Agencies, April 29].
Ayer Timebuyers to Philadelphia
N. W. Ayer & Son, Philadelphia, an-
nounced last week that the timebuying divi-
sion of the agency, now located in New
York, will move to Philadelphia headquar-
Broadcasting
WPEN
Philadelphia
FIRST" in the
three most recent
Pulse ratings.
MORE local
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advertisers
than any other
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local station.
EXCLUSIVE
merchandising plans
thru the
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THE ONLY
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*March-April
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REPRESENTED NATIONALLY BY GILL PERN A, INC. New York, Chicago, Los Angeles, San Francisco, Boston
Broadcasting
November 18, 1957 • Page 55
BROADCASTING
THE B U S I N E S S W E E K L Y OF TELEVISION AND RADIO
Special Holiday Rates
ONE YEAR SUBSCRIPTION
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# BROADCASTING Subscription Department • 1735 DeSales St.,' Washington 6, D. C.
.Page 56 • November 18, 1957
MR. SEGO
ADVERTISERS & AGENCIES continued
ters, effective the beginning of 1958 [Closed
Circuit, Nov. 11]. The timebuying staff
will be integrated within the general media
department under the supervision of Leslie
D. Farnath, vice president in charge of
media.
Sego Establishes Adv. Inc.
Frank J. Sego, for six years head of the
radio-tv department of Parker & Assoc.,
Birmingham, Ala., has established an ad-
vertising and public
relations firm in that
city under the name,
Advertising Inc.
Shirley E. . Barnett,
formerly of Frank
Taylor Adv., Bir-
mingham, is secre-
tary and media di-
rector of Advertis-
ing Inc. Accounts in-
clude Busch Jewelry
Co. (30 stores be-
tween Texas and
Georgia), Boma Distributing Co., Alabama
distributor for Motorola radio and tv; Dale's
Restaurants in Alabama and Georgia, Dixie
Drive-It- Yourself System and Alabama In-
dependent Automobile Dealers Assn.
A&A SHORTS
Carrol Adv. Inc., San Antonio, Tex., an-
nounces opening of branch office at 3901
Mt. Vernon St., Houston.
Burke Dowling Adams, N. Y., has joined
Advertising Research Foundation.
Guild, Bascom & Bonfigli Inc. has opened
office at 603 Stewart St., Seattle, Wash.
AGENCY APPOINTMENTS
Manufacturers National Bank appoints W.
B. Doner & Co. to handle consumer ad-
vertising for its 34 Detroit area branches.
Good Humor Co. of California and its asso-
ciated company, Curries Ice Cream & Candy
Stores, L. A., appoints Cole Fischer Rogow
Inc., Beverly Hills.
Tastee-Freez Corp. of America (ice cream
store chain), Chicago, appoints Rutledge
& Lilienfeld, same city.
Glo-Rnz Inc. (Instant Color Puff hair col-
oring), Dayton, Ohio, appoints H. W. Kastor
& Sons Adv. Co., Chicago.
Hat Corp. of America, N. Y., appoints
Grey Adv., N. Y., to handle its Knox hat
division in addition to Dobbs brand already
being serviced.
Maryland Pacific Co. (Party Pak ice cream
cones and Mother Goose drinking straws)
names Jimmy Fritz & Assoc., L. A., to
handle advertising, merchandising and sales
promotion for western division.
Welsh's Baking Co., Reno, Nev., names
Ross Jurney & Assoc., Salt Lake City, Utah.
Broadcasting
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Page 58 • November 18, 1957
Broadcasting
FILM
NTA TO BUY CONTROL OF AAP CORP.
• Purchase price for stock estimated at $7.5 million
• Involved is big library of features, shorts, 'Popeye'
National Telefilm Assoc., New York, last
week accelerated its already-rapid expansion
program with an announcement that the
company has contracted to acquire "more
than 50%" of the stock outstanding in As-
sociated Artists Productions Corp., New
York, a leading tv film distributor, and
that NTA plans to purchase the balance of
AAP stock. The purchase price for the stock
was not specified but is estimated at $7.5
million.
When this transaction is concluded, NTA
will obtain the majority interest in a com-
pany that owns the Warner Bros, library of
more than 800 feature films plus 1,500
short subjects, and also owns the popular
"Popeye" cartoons. This thrust by NTA is
the latest in a series of movements in the
past 18 months that has solidified the com-
pany's position as a dominant distributor of
feature films in the industry and has trans-
formed NTA into a multifaceted operation
covering network activity (NTA Film Net-
work), station management (purchases of
KMGM-TV Minneapolis, WAAT-AM-FM
and WATV [TV] Newark, all subject to
FCC approval), theatrical film distribution
(NTA Pictures Inc.) and co-production with
Desilu and 20th Century-Fox Corp.
A joint announcement last week from Ely
A. Landau and Oliver A. Unger, board
chairman and president, respectively, stated
the conditions of its contract with the AAP
sellers as follows: for each 100 shares of
Associated Artists, NTA will pay $437.50
in cash, $440 in 7%, seven-year subordi-
nated sinking debentures and 10 shares of
NTA common stock. According to NTA,
1,639,000 shares of AAP common stock
are outstanding. Based on last week's av-
erage quotations of stock for both com-
panies on the American Stock Exchange,
the total purchase price approaches $7.5
million.
The shares of Associated Artists are to
be acquired by NTA from a group of stock-
holders represented by Louis Chesler and
Maxwell Goldhar, chairman of the board
and executive vice president, respectively,
of AAP, according to the statement, which
added: "A substantially similar offer to pur-
chase the balance of the outstanding shares
is expected to be extended to all Associated
Artists stockholders after the initial acquisi-
tion has been completed and various re-
quired formalities concluded."
NTA reported there are about one million
shares of NTA common stock now out-
standing. In addition, NTA has outstanding
$4.9 million of 6% subordinated sinking
fund notes.
Mr. Landau organized National Telefilm
Assoc. in the spring of 1953 and the follow-
ing year he was joined by Mr. Unger and
Harold Goldman, now executive vice pres-
ident of the company. The organization's
initial prominence came shortly thereafter
when Mr. Unger persuaded such outstand-
ing independent producers as David O. Selz-
nick, the J. Arthur Rank Organization and
Alexander Korda Productions to release
some of their films to tv through NTA. In
1956, the company's upward spiral was
speeded when NTA entered into an agree-
ment with 20th Century-Fox Corp., requir-
ing NTA to pay Fox $30 million for about
450 feature films, deliverable over a five-
year period. As part of the transaction, Fox
acquired 50% of the NTA Film Network.
The film network began operations in the
fall of 1956 but has not yet achieved the
ambitious blueprint it set for itself. It pro-
grams Wz hours of feature films weekly
under the name of Premiere Performance
and also is presenting four Shirley Temple
features this fall and winter under the title,
Holiday Specials. NTA executives insist,
however, they will expand the programming
There was no evidence last week to in-
dicate Associated Artists Productions Corp.
had other than a bright financial future
when National Telefilm Assoc. stepped into
the picture as a proposed buyer of 50%
of AAP and eventually the whole company.
Why, then, AAP's apparent decision to
sell? AAP's board of directors was closeted
Thursday in a day-long meeting, but this
much was indicated: AAP had been torn
recently by two factions. One, as repre-
sented by Board Chairman Louis Chesler
and director Maxwell Goldhar, looked for-
ward to continuing profit-taking, while the
other, as represented by President Eliot Hy-
man, purportedly sought a slow corporate
build-up.
Failure to reconcile these stockholder
and operational groups may have led to
the decision to sell.
AAP Corp., which operates AAP Inc.,
Associated Artists Enterprises (merchan-
dising) and Dominant Pictures Corp. as
wholly-owned subsidiaries, has been in busi-
ness since July 1956.
In its first annual report last summer
[Film, July 1], AAP Corp. had reported
negotiation of sales contracts totaling a
little more than $31.6 million for its first
seven months of activity. From this, AAP
realized a net profit after taxes of $963,524.
For the first quarter of 1957, AAP showed
sales contracts at the $8.1 million level.
The company had expected it would have
more than $3.5 million in net profit this
year (1957).
AAP had been projecting its thinking
into terms of eventual tv commercial pro-
duction for national and regional adver-
tisers and their agencies.
The corporation acquired its assets in
July 1956 when it purchased the Warner
Bros, library for $21 million, financed by
$7 million on hand, a loan of $9 million
from the Manufacturers Trust Co and a $5
by next spring and attempt some live tele-
casting of sports and special events.
The NTA already has bought KMGM-
TV Minneapolis and WAAT-AM-FM and
WATV (TV) Newark, the sales awaiting
FCC approval. The company has gone on
record as intending to purchase the full
complement of radio and tv stations allowed
by the Commission.
NTA's gross sales for the fiscal year
ended last July (still unreleased) are ex-
pected to reach about $17 million as com-
pared with about $2 million in the year
ended July 1955, according to Mr. Unger.
NTA officials declined to reveal last
week the source of financing, for this latest
venture, except to say it comes "from in-
ternal and external sources."
It is reported that internal friction within
Associated Artists weighed heavily in the
decision of the majority stockholders to sell
their stock interests. The company bought
the Warner library in March 1956 for about
$21 million and later that year bought the
"Popeye" cartoons from Paramount Pic-
tures for about $2.5 million.
million deferred payment to Warner Bros.
The bank last April assumed the Warners'
obligation and consolidated the $14 million
debt into one loan that by last summer
AAP already had reduced to a little more
than $ 1 1 million. Also in April, the AAP
directors approved a four-for-one capital
stock split. AAP has kept 35-37.5% of
"collections" (income), paying the balance
to the bank to retire its debt.
It is believed AAP had set the end of
next year as the time it would have the
whole outstanding debt retired. Also ac-
quired in July 1956 were tv rights to
"Popeye" cartoons from Paramount Pictures
Corp. and King Features for $2,225,000,
a deal financed by the sale of $3,945,000 of
6% convertible sinking fund debentures to
provide the working capital. Most of the
principal amount of the debentures was
outstanding as of the first annual report.
Among properties owned and distributed:
more than 800 Warner Bros, features, an
additional feature library produced by vari-
ous U. S. and British companies, 337
"Looney Tunes" cartoons from Warner,
234 Popeyes and approximately 1,400 War-
ner Bros, short subjects and documentaries
being held back from tv. (At one time, Hal
Roach Jr. of Hal Roach Studios, Culver
City, Calif., had been negotiating with AAP
for rights to these films.)
In addition, AAP Corp.'s operations in-
clude theatrical reissues, cartoon reissues,
rental of films to non-theatrical and non-
tv sources, motion picture remake rights,
stock footage library, radio adaptation
rights, live tv rights, distribution of kine-
scopes overseas, acquisition of new products,
conversion of literary properties to legiti-
mate or theatrical production, adaptation
of silent features, merchandising rights and
industrial films.
Formation of the merchandising subsidi-
ary (AAE) was made known earlier this
What's Behind AAP's Sale? Policy Split Hinted
Broadcasting
November 18, 1957 • Page 59
DOMINANT
COST ...
LOWEST COST PER THOUSAND!
COVERAGE
NO. 1 Ratings in N S I Area
(June, 1957)
K-NUZ
114
Net. Sta. "A"
32
Net. Sta. "B"
37
Net. Sta. "C"
58
Net. Sta. "D"
44
Ind. Sta. "A"
19
Ind. Sta. "B"
30
Ind. Sta. "C"
15
NO. 1 Buy in
HOUSTON
for your product!
in: LIN
FILM
CONTINUED
month [Film, Nov. 11], and along with
substantial merchandising success, this AAP
unit has been mulling a revival of Popeye
production. Another recent AAP action
was the withdrawal of some of its Warner
features and cartoons from about 30 major
markets. The distributor said its decision
to shelve the unsold pictures was based on
hopes their value would increase in the
future, perhaps with the advent of such
developments as pay tv which would require
additional film products [Closed Circuit,
Nov. 4].
AAP claims the Warner Bros, features
have been sold in more than 100 U. S.
markets since they were first offered to tv.
AAP Inc. was acquired originally through
an exchange of stock in March 1956 by
PRM Inc. with the corporate name then
changed to Associated Artists Productions
Corp. Mr. Chesler is a wealthy Canadian
industrialist and has extensive mining and
real estate interests. Mr. Hyman has diverse
interests including automotive and real es-
tate and is connected with Moulin Produc-
tions which was associated with the motion
picture production of such features as
"Moulin Rouge," "Moby Dick" and "African
Queen," among others. He reportedly also
has been associated with Ray Stark (in
charge of west coast operations for AAP
Inc. and member of AAP Corp. board) in
production tie-ins with Warner Bros.
Florsheim Heads General Sales
Of NTA's Famous Films Unit
Appointment of Stanley C. Florsheim to
the newly-created post of general sales
manager of NTA's Famous Films — Pro-
grams for Television was announced last
week by Harold
Goldman, executive
vice president. The
NTA division sells
re-run feature films
and serial products.
Mr. Florsheim
served most recently
as general sales man-
ager of Economee
Tv, a unit of Ziv
Television Programs,
which also is respon-
sible for the sale of MR- FLORSHEIM
re-run products. He was associated with the
Frederic W. Ziv Co. for eight years in va-
rious executive sales capacities. Earlier, Mr.
Florsheim had been with the Adams Hat
Co. as director of advertising and sales pro-
motion and with ABC in the network co-op
program sales department.
Disney on N. Y. Stock Exchange
Walt Disney Productions, Burbank, Calif.,
was listed last Tuesday on the New York
Stock Exchange, with 2,700 shares traded
the first day. The stock opened at 14%,
its high, and closed at 13%, its low. There
are 1,729,093 common shares of $2.50 par
value.
HOUSTON'S 24 HOUR MUSIC AND NEWS
National Reps.: Forjoe & Co. — Southern Reps.:
New York • Chicago • Los Angeles • CLARKE BROWN CO.
San Francisco • Philadelphia • Seattle Dallas • New Orleans • Atlanta
IN HOUSTON, CALL DAVE MORRIS, fAckson 3-2587
Page 60 • November 18, 1957
Broadcasting
<v3-
fit*
"1400 ft. elevation . . ."
holiest fovv„r .
OWer m the . ..
"1000 ft.
HEIGHT ABOVE AVERAGE TERRAIN
DOES NOT ALWAYS MEAN
MORE COVERAGE!
NCS 2
WISCONSIN
ILLINOIS
i,; Unduplicated NBC-TV COVERAGE
4 Unduplicated CBS-TV COVERAGE
51% MORE UNDUPLICATED
COVERAGE WITH WOC-TV (NBC)
WOC-TV'S 48 COUNTY MARKET — Population* 1,686,000 *
Homes* 519,100 TV Farm Homes** _ _ 54,912
TV Homes* 422,800 Effective Buying Income* $2,757,557,000
Retail Sales* $2,007,749,000
Farm Homes** 97,101
*Sales Management "Survey of Buying Power — 1957"
**U. S. Census of Agriculture — 1954
The Quint-Cities Station
— Davenport and Betten-
dorf in Iowa: Rock Is-
land, Moline and East
Moline in Illinois.
WOC TV
Channel 6 • Maximum Power • Basic NBC
Col. B. J. Palmer.
President
Ernest C. Sanders.
Res. Mgr.
Mark Wodlinger.
Res. Sales Manager
PETERS, GRIFFIN.
WOODWARD. INC.
EXCLUSIVF
NATIONAL
REPRESENTATIVE
WOC-TV - Davenport, Iowa is part of Central Broadcasting Company which also owns and
operates WHO-TV and WHO-Radio-Des Moines
Broadcasting
November 18, 1957 • Page 61
FILM CONTINUED
FILM CLIPS
RANDOM SHOTS
Association Films Inc., N. Y., is offering
half-hour "Space and Time" package for
free public service programming, consisting
of two films concerned with rockets, space
travel and future. Films, which may be
run separately or "back-to-back," are "The
Corporal Story," concerning the principles,
potential and test-firing of Army rocket-
powered missile, and "Your Safety First,"
animated cartoon conception of travel in
year 2000.
Ziv Television Programs, N. Y., reports
study made by company in 30 key markets
indicates that potential source of new syn-
dication sponsors is tv spot advertiser. Com-
pany said that in two years, 27% of its
current program sponsors had "traded up"
from ranks of spot tv advertisers.
FILM DISTRIBUTION
AAP announces four motion pictures for
Christmas-season viewing are being offered
to tv stations and advertisers. They are
"Star in the Night," Warner Bros.' fea-
turette and Academy Award winner; "Silent
Night" (available to one station per market
during holiday season, except in 22 markets
in which movie is being sponsored by Rhein-
gold beer); "A Christmas Carol" <stars Ali-
stair Sim as Scrooge) and "The Emperor's
Nightingale." Bob Rich, AAP's general sales
manager, noted that requests should be made
early to assure availability of prints.
National Telefilm Assoc., N. Y., has an-
nounced availability of three programs de-
signed for showing during Christmas sea-
son. They are Christmas Carol, narrated
by Vincent Price and featuring Taylor
Holmes as Scrooge; Man's Heritage, telling
story of Bible and presenting Raymond
Massey as host, and The Lamb in the Man-
LIBRARIAN of Congress L. Quincy
Mumford and Charles R. Sligh Jr.,
executive vice president of the Na-
tional Assn. of Manufacturers, look
over one of the NAM Industry on
Parade series of films before they are
catalogued at the library. The NAM
gift consists of more than 350 prints
widely used on tv since 1950 to tell
the story of some 1,500 U. S. com-
panies. During its run on television
the series was given a total of 14 na-
tional awards.
ger, recounting story of birth of Christ Child,
with Maureen O'Sullivan as story-teller.
Company also announces that it is releasing
to tv stations new package of 75 feature
films, produced by 20th Century-Fox Film
Corp., Stanley Kramer and several independ-
ent producers. Package includes such films
as "The Bells of St. Mary," "High Noon,"
"Claudia and David," "My Friend Flicka,"
"Uncle Harry" and "To the Shores of
Tripoli."
FILM PRODUCTION
Screen Gems Inc., N. Y., announces new
half-hour comedy tv film series based on
exploits of Howe and Hummel, famous New
York criminal attorneys in 18th century.
Series, to be produced in association with
Diana Green, Monty Shaff and Eddie Joy,
will go into production at SG's studios on
West Coast in February for showing to pro-
spective sponsors in the spring.
FILM SALES
Ziv Television Programs, N. Y., reports sale
of new half-hour tv film series Sea Hunt
in 100 markets, with sales in eight markets
last week: New York, Birmingham, Roch-
ester, Syracuse, Charlotte, Tampa, Duluth
and Greenville, N. C.
Screen Gems Inc., N. Y., reports sale of
its half-hour package of cartoon programs
to NBC-TV, including new "Ruff and
Reddy" serial that deals with cat and dog
space travelers. Also announced is "Shock!"
package of horror feature films sold in 15
additional markets, raising total markets on
series to 65. Latest stations to sign: WBAL-
TV Baltimore, WTOP-TV Washington,
WROC-TV Rochester, WISH-TV Indian-
apolis, KGUL-TV Galveston, KOTV (TV)
Tulsa, WMCT-TV Memphis, WBRZ (TV)
Baton Rouge, WTBS-TV Shreveport, La.,
WGAN-TV Portland, Me.; WBKB (TV)
Chicago; KPTV (TV) Portland, Ore.;
WSIX-TV Nashville; WSJV (TV) Elkhart
Ind., and KELP-TV El Paso, Tex. Com-
pany also reports its sale of Casey Jones to
Associated Television Ltd. for telecasting in
United Kingdom and reports renewal pacts
with Granada Tv Network in Britain for
The Adventures of Rin Tin Tin and with
BBC for Circus Boy. Company also reports
sale of its half-hour tv film series, Circus
Boy, to Anderson, Clayton & Co. (tv sub-
sidiary of Columbia Pictures). Also an-
nounced is sale of Jungle Jim and Circus
Boy to Cuban stations, CMBF-TV and
CMQ-TV, both Havana.
Guild Films, N. Y., announces sale of its
Kingdom of the Sea in four markets:
WHDH-TV Boston; WLW (TV) Cincinnati,
WFGA-TV Jacksonville, and WCKT (TV)
Miami.
Official Films reports sale of its weekly half-
hour film series Big Story to Pacific Gas
& Electric Co., S. F., for use in eight
northern and middle California markets dur-
ing 1958. PG&E sponsors Gross-Krasne's
O. Henry Playhouse in same markets: San
Francisco, Eureka, Chico, Sacramento,
Salinas, San Luis Obispo, Fresno and Bakers-
field.
Victor & Richards, N. Y., reports sale of
its hour-long audience participation pro-
gram, Top Ten Dance Party, to WFIE-TV
Evansville, Ind.
Ziv Television Programs, N. Y., issues
report that international sales of com-
pany over past two months were "highest
in history," involving 13 program series
sold in United Kingdom, Australia, the
Philippines, Japan, San Salvador, Cuba,
Germany and Spain. Series included in
sales were Highway Patrol, Harbor Com-
mand, Sea Hunt, Tombstone Territory, Har-
bourmaster, Cisco Kid, Mr. District Attor-
ney, Science Fiction Theatre, The New Ad-
ventures of Martin Kane, Dr. Christian,
Favorite Story and A Man Called X.
FILM SHORTS
Gross-Krasne Inc., producer-syndicator of
tv films has moved to 5420 Melrose Ave.,
Hollywood 38, Calif. Telephone: Hollywood
7-5151.
Walt Disney Productions, Burbank, Calif.,
announces regular quarterly cash dividend
of 10 cents per share, payable Jan. 1, 1958,
to stockholders of record Dec. 13, 1957.
Fred A. Niles Productions Inc., Chicago,
plans to launch half-hour tv film series in
January via its Cross Country Network.
Aimed at 30 million rural viewers in key
farm markets, series will contain four spot
availabilities with national clients being able
to take minimum of one.
CARAVEL FILMS, New York, held
opening day ceremonies last month for
its film production center (above).
More than 1,000 agency and adver-
tiser executives and other guests were
invited to ceremonies at the studio,
which covers four stories and was
built at a cost of about $1 million. Tv
film commercials and industrial and
documentary films will be produced
there.
Page 62 • November 18, 1957
Broadcasting
♦ t t ♦ ♦ ♦
1 1 1 1 1 1
the highest
lA hour
average *
in Omaha's
radio day:
*47.8%
HE'S FRIENDLY
FRANK ALLEN.
He's helping
KOWH celebrate
it's 70th month as
a dominant factor
in Omaha radio
He can help you. So can
General Manager Virgil Sharpe.
So can the Young man.
Broad coverage, too, on 660 kc.
* Hooper, June-September, 1957.
\ T a f
OMAHA
Represented by Adam Young Inc.
Broadcasting
November 18, 1957 • Page 63
Setting -thie pace
Champion Standard Bred pacers inherit characteristics that make them winners,
and so do the stations of the WKY Television System. The same leadership
that made great stations in Oklahoma City has now created equally outstanding
stations in Montgomery and Tampa - St. Petersburg.
You set the pace by advertising on WKY Television System stations —
each decisively dominant in the market it serves.
THE WKY TELEVISION SYSTEM, INC.
WTVT WKY and WKY-TV WSFA-TV
Tampa-St. Petersburg Oklahoma City Montgomery
i
Represented by the Katz Agency
PROGRAM SERVICES
THREE'S A CROWD
You bet three's a crowd when your radio spot is jammed
in with two other spots back to back. Your spot loses its
impact. . . You just can't tell your story impressively.
DEMAND GUARANTEED SEPARATION - Stamp out
multiple-spotting.
OUR PLEDGE TO YOU
GUARANTEED
SEPARATION
All Announcements Will Be Separated From . . .
2
1. All other commercial
announcements by time
for one complete musi-
cal selection.*
All competitive
announcements
by at least 15
minutes.
*Except 10 second, quarter-hourly time signals.
This is not a new policy with
WOLF. It is the proven sales
formula that has brought in
consistent renewals through
the years from pleased clients
representing top national ad-
vertisers.
We never had it so good— why spoil it
RATING for RATING . . .
RATE for RATE
in CENTRAL NEW YORK it's-
National Sales Representatives
THE WALKER COMPANY
SYRACUSE, N.Y.
66 • November 18, 1957
WCUE Settles Suit by UP,
Will Resume Use of Service
WCUE Akron, Ohio, last week an-
nounced settlement of a suit brought by
United Press which had claimed the station
owed $627.40 for services.
WCUE has agreed to pay $313.70, ac-
cording to Tim Elliot, president, and will
resume use of UP service. The latter action
negates a second portion of UP's suit (for
$7,481.62). UP had claimed this would have
been its profit on the WCUE contract dur-
ing the remaining 2Vz years of the agree-
ment.
The dispute, according to Mr. Elliot, orig-
inally stemmed from increases in the weekly
UP charges which he said were contrary to
a 1953 verbal agreement with UP to the
effect that no increases would be made
during WCUE's current six-year contract
with the news service.
TNT Tele-Sessions Announces
Four Executive Appointments
Four executive appointments and offices
have been announced by TNT TeleSessions
Inc., New York, closed-circuit service firm.
John B. O'Connor, national sales repre-
sentative for TNT for the past year, has
been promoted to eastern division manager,
and will headquarter at 575 Madison Ave.,
New York.
Gordon N. Morford, formerly western
advertising manager, Street & Smith Publi-
cations, has been named western division
manager with offices at 612 N. Michigan
Ave., Chicago. Fred V. Davis, head of
TNT's Detroit office for the past year, will
be located in the Fisher Building, Detroit,
as central division manager. Douglas George,
head of TNT operations on the Pacific
Coast for two years, is now Pacific Coast
division manager, with headquarters at 5859
Melrose Ave., Los Angeles.
RCA Thesaurus Sales Up 350%
A 350% increase in sales for the com-
bined months of August, September and
October 1957 compared to the same period
a year ago was claimed last week by RCA
Thesaurus for its radio transcription library.
A. B. Sambrook, manager of the library,
attributed the sales rise to the success of
sales booster campaigns, among them
"Double Talk" featuring Al Kelly, "Sound
Advice," "Little Known Facts" and "What's
the Meaning of This Name?"
Andrews Sets Up Record Firm
Vincent S. Andrews, business manager for
broadcast and theatre personalities, has an-
nounced formation of Candle Records Inc.,
New York, to produce religious and educa-
tional records. Mr. Andrews has named
Louis Livingston, president of World-Wide
Promotions Inc., New York, to be executive
vice president of the new firm. Plans for the
first Candle albums, to be composed of re-
ligious records, will be announced shortly,
according to the president, who continues
his business representation activities. Candle
is located at 501 Madison Ave., New York
22; telephone Plaza 3-9110.
Broadcasting
CBS-TV
Jimmy Dean Show
Armstrong Cork
Captain Kangaroo
Gerber Foods
Luden's
Viewmaster
Garry Moore Show
Gerber Foods
Vick Chemical Co.
Florida Citrus
Nestle Co.
Sunshine Biscuit
Johnson & Johnson
Arthur Godfrey Time
Standard Brands
Armour & Co.
Pharmacraft
Strike it Rich
Colgate-Palmolive
CBS Morning News
Oldsmobile
United Motors
Love of Life
Amer. Home Products
Procter & Gamble
Search For Tomorrow
Procter & Gamble
As The World Turns
Procter & Gamble
Vick Chemical Co.
Pillsbury Mills
Beat the Clock
Gerber Foods
Mogen David Wine
Nestle Co.
Sunshine Biscuit
Genera] Mills
Johnson & Johnson
Eastman Kodak
Purex
House Party
Standard Brands
Toni Co.
The Big Payoff
Colgate-Palmolive
A Brighter Day
Procter & Gamble
The Secret Storm
Amer. Home Products
Edge of Night
Procter & Gamble
Standard Brands
Vick Chemical Co.
Florida Citrus
Pet Milk
Pillsbury Mills
The Verdict is Yours
Toni Co.
General Mills
Pro Football
American Petrofina
Falstaff Beer
Marlboro
Football Preview
Carter Products
Amer. Home Products
Conquest
Monsanto Chemical
Douglas Edwards
Amer. Home Products
Brown & Williamson
Hazel Bishop
American Can Co.
Robin Hood
Wildroot Co.
Johnson & Johnson
Name That Tune
Kellogg Co.
Whitehall Pharmacol
Phil Silvers Show
R. J. Reynolds
Procter & Gamble
Burns & Allen
Carnation Co.
General Mills
The Big Record
Oldsmobile
Kellogg Co.
Pillsbury Mills
Talent Scouts
Lipton Tea
Toni Co.
Climax!
Chrysler Corp.
Bachelor Father
American Tobacco
Jack Benny Show
American Tobacco
Advertisers Confirm What
The Audience Knows
161
Network
Orders
pack the KCMC-TV
fall schedule with
PROGRAM
POWER!
Network Shows Totaling
365
HOURS PER MONTH!
Call Venard for Choice Spot Availabilities — Announce-
ment or Program — In this Distinguished Line-up.
KCMC-TV
Channel 6
TEXARKANA, TEXAS-ARKANSAS
the FOUR STATES area
Maximum Power
100,000 Watts
WALTER M. WINDSOR
General Manager
RICHARD M. PETERS
Commercial Manager
Represented By
Venard, Rintoul & McConnell, Inc.
Ed Sullivan, Show
Mercury
Eastman Kodak
Trackdown
American Tobacco
Mobil Oil Co.
Zane Grey Theatre
Ford Motor Co.
General Foods
Dick & The Duchess
Mogen David Wine
Helene Curtis
Danny Thomas Show
General Foods
December Bride
General Foods
To Tell The Truth
Pharmaceuticals, Inc.
Red Skelton Show
Pet Milk
Johnson's Wox
$64,000 Question
Revlon Co.
Norelco
The Millionaire
Colgate-Palmolive
I've Got a Secret
R. J. Reynolds
U. S. Steel Hour
U. S. Steel
Playhouse 90
American Gas Assn.
Bristol Myers
Marlboro
All State Insurance
Kimberly-Clark
Schlitz Playhouse
Schlitz Beer
The Lineup
Procter & Gamble
Brown & Williamson
Lucy & Desi Shows
Ford Motor Co.
Hiah Adventure
General Motors
Show of the Month
Du Pont
Person to Person
American Oil Co.
Life Magazine
Gale Storm Show
Nestle Co.
Helene Curtis
Have Gun — Will Travel
Lever Bros.
Whitehall Pharmacol
Gunsmoke
Remington Rand
Liggett & Myers
G. E. Theatre
General Electric
Alfred Hitchcock Presents
Bristol Myers
$64,000 Challenge
P. Lorillard
Revlon Co.
What's My Line?
Remington Rand
Helene Curtis
ABC-TV
Superman
Kellogg Co.
Sweets Co.
Sir Lancelot
Kellogg Co.
Wander Co.
Wild Bill Hickok
Kellogg Co.
Sweets Co.
Woody Woodpecker
Kellogg
The Buccaneers
Kellogg Co.
Sweets Co.
Mickey Mouse Club
Kool-Aid, Kool Shake
Ampar Records
Mattel Toys
Gold Seal Co.
Peters Shoe Co.
B. F. Goodrich
Mars Candy Co.
Armour & Co.
Miles Laboratories
General Mills
General Foods
Bristol Myers
Pillsbury Mills
Voice of Firestone
Firestone
Adventure of Jim Bowie
American Chicle Co.
All Star Golf
Wildroot Co.
Miller Brewing Co.
Disneyland
General Foods
General Mills
Derby Foods
Reynolds Metals
Tombstone Territory
Bristol Myers
Lawrence Welk's Top Tunes
and New Talent
Dodge
Walter Winchell File
Revlon Co.
Norelco
Patrice Munsel Show
Buick
Frigidaire
Pat Boone Show
Chevrolet
Broken Arrow
Miles Laboratories
Ralston Purina
Lawrence Welk Show
Dodge
Date with the Angels
Plymouth
NBC-TV
Fury
Borden Co.
General Foods
You Bet Your Life
DeSoto
Toni Co.
People's Choice
Borden Co.
Amer. Home Products
Your Hit Parade
American Tobacco
Toni Co.
Broadcasting
November 18, 1957 • Page 67
TRADE ASSNS.
NARTB WARNS ON SP, 'HORROR'
• Tv group blinks red light on subliminal perception
• ATFP, other tv code subscribers to get NARTB seal
Warnings against the use of subliminal
perception on tv and the scheduling of hor-
ror programs were issued by the NARTB
Code Review Board Wednesday at the con-
clusion of a three-day meeting at the Beverly
Hills Hotel, Beverly Hills, Calif.
The board, in a resolution, recommended
to code subscribers that any proposals to
use "subliminal perception" on tv "be re-
ferred to the board immediately for review
and consideration, and that experimentation
or use of the process should not be per-
mitted on the television broadcasting me-
dium pending such review and considera-
tion."
The board, acting in regard to the "hor-
ror and shock" film packages which have
been marketed for tv use this fall, reminded
code subscribers that the code calls for the
elimination of "the use of horror for its
own sake" in tv programming.
CBS was commended for its action to
eliminate visual free credits involved in pro-
gram "trade outs." The move, previously
recommended by the code board, is designed
to ban extended visual product or service
promotion to all except those paying for net-
work time.
The board decided to extend to producers
of tv films who have become affiliate sub-
scribers of the tv code the privilege of using
a code seal on their films. This followed sev-
eral sessions with the Alliance of Television
Film Producers, whose members became the
first code affiliate subscribers earlier this
year. Some 20 film companies are now
affiliate subscribers, including CBS Televi-
sion Film Sales and NBC Television Films,
William B. Quarton, general manager of
WMT-TV Cedar Rapids, Iowa, chairman of
the code board, reported.
The new code seal for film companies
will be introduced with an educational cam-
paign conducted by the public relations
service of NARTB, coordinated with the
public relations activities of the tv film
producers. NARTB President Harold
Fellows welcomed the film makers into
closer association with the tv broadcasters
in the area of code activity at a Tuesday
evening session attended by many tv film
producers.
Hal Roach Jr., president of Hal Roach
Studios, commented that the tv broadcasters
and tv film producers seemed to be always
in a negative position, defending themselves
against charges made by pressure groups to
the FCC and Congress. He proposed that
the broadcasters and film producers engage
in a joint campaign to see that the commen-
dations of individuals and organizations for
tv programs be brought to the attention of
government officials as well as the criticisms.
Edward H. Bronson, director of tv code
affairs, replied that NARTB already is cir-
culating such material to government offi-
cials and agencies and other interested or-
ganizations, but that cooperation of film
producers in this work would be welcome.
Rudy Abel, producer of the Lassie tv
series, asked if use of the code seal might
help get better acceptance for American
tv films abroad.
Mr. Fellows replied that the U. S. system
of broadcasting, one of the few in the world
free from government control, is not too
popular in some places, but he thought the
use of the code seal might help "if we can
tell them what it means."
One questioner asked what the code board
has done about KCOP (TV) Los Angeles,
charged with code violations. Mr. Fellows
replied that the board had not acted against
KCOP because it is being sold to a group
which has pledged to abide by code provi-
sions.
Asked whether the board has acted on a
proposal for a tv legion of decency, Mr.
Bronson said the papal encyclical did not
call for such an organization to police
television.
Mr. Bronson reported on monitoring
activity and indicated that by the end of the
year two-thirds of the more than 300 sta-
tions subscribing to the code will have been
monitored. The board made provisions for
extending the monitoring in 1958 to cover
stations in small communities as well as in
large markets.
The full code board attended the three-
day meeting. Besides Chairman Quarton,
members are Mrs. Hugh McClung, KHSL-
TV Chico, Calif.; Richard A. Borel, WBNS-
TV Columbus, Ohio; Roger W. Clipp, Tri-
angle Stations, Philadelphia, and Donald H.
McGannon, president, Westinghouse Broad-
casting Corp., New York.
Members of the executive committee of
the ATFP who met with the code board
are Maurice Morton, Alliance president,
McCadden Productions; Maurice Unger,
Ziv Tv; John Findlater, Revue Productions;
Archer Zamlock, Hal Roach Studios; Hal
Roach Jr., Hal Roach Studios; Armand
Shaefer, Flying A. Productions; John Zinn,
Alliance executive secretary, and Richard
St. Johns, Alliance legal counsel.
At a closing meeting Wednesday, con-
tinuity acceptance editors of the television
networks, Alliance producers and directors,
code board members and NARTB staff rep-
resentatives held a "shirt-sleeve" session,
discussing problems connected with main-
taining high standards of programming. Net-
work executives participating in the meeting
were; for ABC, Continuity Acceptance Di-
rector Grace Johnsen and West Coast Direc-
tor Dorothy Brown; for CBS, Director of
Editing Herbert A. Carlberg and West Coast
Manager William Tanjersley; for NBC, Di-
rector of Continuity Acceptance Stockton
Helftrich and Hollywood Manager Robert
Wood.
NARTB staff members taking part in
code board sessions, in addition to Mr.
Fellows and Mr. Bronson, were Thad
Brown, television vice president; Douglas
Anello, chief attorney; Donald N. Martin,
assistant to the president for public relations;
Charles S. Cady, assistant director of tele-
vision code affairs, and Robert K. Richards,
consultant.
Tv Damned, Praised
By ATAS Panelists
"Creative" tv programming came in for
both boosts and knocks Tuesday, as four
agency executives looked at network pro-
gramming and found it (a) wanting and
(b) "as good as can be."
Featured as speakers at the New York
chapter of the Academy of Television Arts
& Sciences were Maxwell G. Ule, senior
vice president, marketing, Kenyon & Eck-
hardt; Hal Davis, vice president, radio-tv,
Grey Adv.; Walter Craig, vice president,
radio-tv, Norman, Craig & Kummel, and —
in absentia — Nicholas E. Keesely, vice pres-
ident, radio-tv, Lennen & Newell. Mr.
Keesely's comments were read by Terry
Sullivan, a tv announcer-personality.
Mr. Craig said the basic trouble with
television today is that its overnight success
made "people want to turn a quick dollar
too fast," and that this desire to "share
the wealth" led to imitative programming.
Claiming that "good product" and not hand-
wringing is the answer to pay-tv, Mr. Craig
called for a revival of "romantic writing"
where boy-gets-girl instead of "all this real-
ism" which, he charged, borders on "dis-
gust."
Mr. Davis, using props, said the current
season can be summed up by "the stool . . .
the stool pigeon and the gun holster." (The
stool, he said, referred to the "relaxed" type
of musical programming). The "ideal show,"
said Mr. Davis mockingly, is "to get a
cowboy sitting on a stool in an isolation
booth." At the same time he said that rival
media cannot afford to hit television too
hard, stating that a current best-seller is
Grace Metalious' Peyton Place and that
Broadway's loudest guffaws came from Peter
De Vries' "Tunnel of Love." Both, he
charged, bordered on very bad taste. He pre-
dicted agencies will recapture their produc-
tion power in tv.
Mr. Ule said creativity is "an overworked
term." He defined it as a reconstruction of
past experience and formats to develop a
good rating. It's not the ratings that count,
he noted, but the "emotional plus" a pro-
gram gives the audience.
Mr. Keesely defended tv, saying that if
people really did not like television, they
would soon turn off their sets. They haven't,
he said, and therefore, "things can't be so
bad after all." Television, maintained Mr.
Keesely, excels at promoting its programs,
but it does little in promoting itself. Putting
the blame on the tv critics for tv's chronic
compulsion to defend itself, Mr. Keesely
said the industry ought to spread the word
on "what it is doing, not what it isn't." Tv
criticism, he concluded, is "absurd, danger-
ous and meaningless" if based on the pre-
Page 68 • November 18, 1957
Broadcasting
KNOWLEDGE
Knowledge and speed guide the sur-
geon's hand.
In our fast-moving field, too, knowledge-
able decisions frequently must be made
quickly.
That's why . . . when we give you facts
. . . we're careful to make them accurate,
complete and pertinent. And, whenever
possible, get them to you fast while they
still have meaning and application.
AVERY-KNODEL
INCORPORATED
NEW YORK ATLANTA DALLAS DETROIT SAN FRANCISCO LOS ANGELES CHICAGO SEATTLE
TRADE ASSNS. CONTINUED
Tulsa rates 2nd in the nation in per
capita ownership of personal auto-
mobiles. Here's solid evidence that
Oklahoma's No. 1 market is a rich
market. Only KVOO blankets all of
this rich market area, and gives you
bonus coverage in Kansas, Missouri
and Arkansas as well. Get your full
share of this No. 1 market; get all
of it; get on KVOO!
The only station covering all of Oklahoma's No. 1 Market
Broadcast Center • 37th & Peoria
GUSTAV BRANDBORG
Vice Pres. & Gen. Mgr.
Represented by EDWARD PETRY & CO.
HAROLD C. STUART
President
miere show. Criticism that is valid ought
to come from people within the industry,
those who "can do something about bad
programming," he said.
Must Be 'Watchful Over Radio-Tv,'
Say Catholic Bishops at Meet
Citing the continuing need for such agen-
cies as the National Office for Decent Litera-
ture and the National Legion of Decency,
Catholic bishops of the U. S. last week re-
minded, "Nor can we fail to be watchful
over the fields of radio and television."
The bishops, meeting last week at Catholic
U. in Washington, D. C, released a 2,400-
word statement entitled "Censorship." In
it, the bishops noted that civil authority has
the right and duty to exercise such control
over various media to safeguard public
morals, "yet civil law, especially in those
areas which are constitutionally protected,
will define as narrowly as possible the limi-
tations placed on freedom."
For this reason, the bishops said, "civil
legislation by itself does not constitute an
adequate standard of morality."
The statement referred to the Sept. 8
encyclical of Pope Pius XII and said that
"Our Holy Father has spoken not only of
the competence of public administrators,
but also of their strict duty to exercise super-
vision over the more modern media of com-
munication and entertainment — radio and
television. He warns public officials that they
must look on this matter not from a merely
political standpoint, but also from that of
public morals."
Half Radio Homes Tune In
From 9 a.m.-4:30 p.m. — RAB
More than half of all radio homes in the
nation can be reached during the 9 a.m.-
4:30 p.m. period throughout the week, ac-
cording to the most recent study of the
cumulative radio audience made for Radio
Advertising Bureau by the A. C. Nielsen
Co. The study, seventh in a series under-
taken for RAB, discloses that more than
50% of all radio households tune in regu-
larly during the week (Sunday through
Saturday) to programs aired during this
time segment.
The typical family's total listening time
for the week averages nearly 4Vi hours, the
study stated. The research further reveals
that over a four-week period better than
75% of all radio homes average more than
13V2 hours of listening in this period.
48 More Radio Outlets Join RAB
Fully 48 new station members and three
representative and associate members joined
Radio Advertising Bureau in September-
October, representing the largest gain in
membership in any two-month period since
RAB's inception, according to Kevin B.
Sweeney, president. The new membership
reportedly represents $22,000 in annual in-
come. The previous record period for new
membership was January-February 1956
when 48 were added, Mr. Sweeney said.
Membership now exceeds 850, RAB re-
ported.
Page 70 • November 18, 1957
Broadcasting
RESEARCH THAT WON A MEDAL
This year, for the first time,
The Franklin Institute's coveted George R.
Henderson Medal— awarded for achievements
in research in railroad technology — was not
given to an individual inventor or engineer.
It was awarded to an association— the Associa-
tion of American Railroads.
This award honors the contributions made
by the Association's Mechanical and Engineer-
ing Divisions to the advancement of railroad
safety, progress and efficiency.
These contributions are reflected in 92 patents
which have resulted from the Association's
research. Currently, the Association has some
96 projects under way at its research center on
the campus of the Illinois Institute of Tech-
nology in Chicago. And it is planning addi-
tional facilities to expand this research.
The railroad industry will continue its scien-
tific research to provide transportation service
that is constantly increasing in efficiency and
economy.
ASSOCIATION OF AMERICAN RAILROADS
Washington, D. C.
Broadcasting
November 18, 1957 • Page 71
^saturate
T
V
FI2BH Si
CHAN
ERTlCAL
JPER TU*
NEL 10,
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NSTILE ANTENNA
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GAIN 16.5
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100 U\'J t*
TE.R WITH
3ie e
'io6o' i6
3' 6 9" 12* 15° 18° 2V
ANGLE BELOW HORIZONTAL
Vertical field Pattern of new RCA TF-12BH 50-kw
antenna. Note complete absence of vertical nulls. Operated
in conjunction with an RCA 50-kw TT-50AH transmitter, this
antenna will "saturate" your service area with strong signals.
RCA 50-kw VHF transmitter. TT-50AH Now in
regular production, this transmitter is the ultimate in high
power for channels 7 to 13. P.A.'s operate with standard
power tetrodes (obtained from any RCA Tube Distributor).
y.mmn
mm
mm
Ell
ft:
1 mmm
i
5':l. 'JSSSJL -^j^KMB
91ii
(CHANNELS 7 TO 13)
• • •
GOOD SIGNAL
01 2 0
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oo nnoiy».,
■
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RCA's new 50-kw VHF transmitter, and an RCA TF-I2BH
Superturnstile antenna, will "flood" your service area
with strong signals — close in AND far out!
Tailored to "consultants' specifications," RCA's 50-kw
antenna-transmitter combination is your answer for maxi-
mum ERP and "saturation" coverage on channels 7 to 13.
"Rain" your signals in all directions!
No need to "beam" to reach specific areas. You get satura-
tion everywhere — close in and far out. Reason: RCA's
TT-12BH high-gain antenna delivers two to three times
the required field strength— even in minimum signal areas.
And it makes no difference whether you use an extremely
high tower — or one of average height. This is the one
transmitter-antenna combination that develops 316 KW
ERP — with power to spare!
Antenna System takes full 50-kw Input!
RCA's TF-12BH high-gain antenna and antenna compo-
nents will take the full output of the 50-kw VHF trans-
mitter—with a high factor of safety. Designed for pedestal
or for tower-mounting, RCA antennas withstand windloads
of 110 miles, and more. A unique switchable feed system
enables you to switch power from one part of the antenna
to another QUICKLY— an important advantage that will
keep you dn-air during an emergency.
A 50-kw VHF System — completely matched!
RCA can supply 50-kw systems matched precisely for peak
performance — from antenna, transmitter, transmission
line, fittings, tower, r-f loads, wattmeters, and diplexers —
to the hundreds of individual components required by the
carefully planned station plant.
Qualified planning help is vital!
For experienced assistance in planning a transmitter-
antenna system that will literally "blanket" your service
area with strong signals, call your RCA Broadcast Sales
Representative. He knows systems-planning from A to Z.
RADIO CORPQRa
BROADCAST AND TELEVISION
RCA PIONEERED AND DEVELOPED COMPATIBLE COLOR TELEVISION
VOM of AMERICA
lDEN, n. J.
TRADE ASSNS. continued
MEMBERS of NARTB's Engineering Advisory Committee (I to r): seated, William B.
Honeycutt, KRLD-AM-TV Dallas; Frank Marx, ABC; Jay W. Wright, KSL-AM-TV
Salt Lake City (chairman); A. Prose Walker, NARTB engineering department man-
ager, and Lester Learned, MBS. Standing: Andrew L. Hammerschmidt, NBC; Ross
H. Beville, WWDC-AM-FM Washington; Ralph N. Harmon, Westinghouse stations;
James D. Parker, CBS; Carlton G. Nopper, WMAR-TV Baltimore; John Shay, WTVJ
(TV) Miami, and Philip Hedrick, WSJS-AM-TV Winston-Salem, N. C.
FM Association Formed
In Southern California
A decision to incorporate a new broad-
casters association, the FM Broadcasters
of Southern California, as a non-profit cor-
poration was reached last week at a meeting
of seven representatives of fm stations in
that area. The seven incorporators of the
new association included Jack Kiefer,
KMLA (FM) Los Angeles; A. A. Crawford,
KCBH (FM) Beverly Hills; E. A. Schwartz,
KBMS (FM) Glendale; M. D. Buchen,
KGLA (FM) Los Angeles; Phil Brastoff,
KFMU (FM) Glendale; Harry Maizlish,
KRHM (FM) Los Angeles, and Saul Le-
vine, who holds permits for KCBA (FM)
Beverly Hills and KBCA (FM) San Fran-
cisco.
Mr. Kiefer, chairman of a committee
named Oct. 25 at a luncheon meeting of
31 fm broadcasters to consider formation
of the association [Trade Assns., Nov. 4],
was elected permanent chairman of the
group. Mr. Levine, an attorney, will draw
up the incorporation papers of the new or-
ganization. Two other members of the orig-
inal committee, who were unable to attend
last week's meeting, were Mason Ingram,
KFSD-FM San Diego, and Bill Taylor,
KWIZ-FM Santa Ana.
The fm committee also approved in prin-
ciple a proposal that each member station
of the new association contribute 10 spots
a day to promote the sale of TeleVerters,
a device which, when attached to a tv re-
ceiver, permits the reception of fm pro-
gramming through the tv set's speaker. In
exchange for these announcements, the as-
sociation (not the individual stations) is
to receive $1 for each TeleVerter sold in
Southern California from Scope Distribu-
tors Inc., which handles distribution of the
device in that territory. The unit retails
for $19.95.
World Access Right Asserted
By RTNDA in Convention Move
The Radio Television News Directors
Assn. called on public officials to recognize
"the inherent right of American newsmen
to obtain news anywhere in the world" at
closing sessions of its Miami, Fla., con-
vention [Trade Assns., Nov. 12].
Newsmen referred specifically to the
State Dept. ban on travel in Red China,
a New York City council prohibition of
broadcasts of its sessions and U. S. govern-
ment classification of material "which has
no relation to military security." The reso-
lution asked a chance for broadcasters to
demonstrate techniques of broadcast court-
room coverage before the American Bar
Assn. House of Delegates.
Other resolutions supported free access
to 1960 Olympic games in Rome, deplored
use of news style in radio-tv commercials,
appealed to the International Assn. of Fire
Chiefs to abandon the idea of asking the
FCC to require a 15-minute delay in broad-
casting disaster news and expressed grati-
tude to outgoing RTNDA President Ted
Koop of CBS, Washington, and to those
who arranged the Miami meeting.
NARTB Unit Seeks Data
On New CSSB System
Compatible single side band broadcasting
for am stations holds so much promise that
NARTB's Engineering Advisory Committee
last week asked all radio stations experi-
menting with this new system to forward
their findings to NARTB's engineering de-
partment.
The engineering committee met last
Thursday in an all-day session in Washing-
ton, under the chairmanship of Jay W.
Wright, KSL-AM-TV Salt Lake City.
The next meeting of the advisory group
is Jan. 10, also in Washington.
Compatible single side band broadcasting
is a new development which holds promise
of higher fidelity in standard broadcasting,
plus reduction of fading and interference
caused by co-channel and adjacent channel
signals. It also reportedly has a potential of
doubling the am band.
In CSSB transmission, a standard broad-
cast station transmits only the lower side
of the standard transmission. The upper side
is filtered out. This broadcast can be re-
ceived by regular radio receivers, without
modification, simply by detuning from the
center of the carrier frequency by 1.5 kc to
2 kc.
The system was developed by Kahn Re-
search Labs., Freeport, L. I.
CSSB tests were conducted earlier this
year by WMGM New York [Manufac-
turing, March 25]. They now are under-
way on WABC New York and are planned
by WSM Nashville, Tenn.
The engineering committee also ap-
pointed a subcommittee to prepare a ques-
tionnaire to be sent to all radio stations
regarding program line service furnished by
common carriers. This was at the request
of NARTB's Radio Transmission Tariffs
Committee. Ralph N. Harmon, Westing-
house stations, was named chairman.
A resolution was passed acknowledging
the usefulness of ty boosters, satellites, re-
peaters, etc., but declaring that these should
be regulated by the FCC because of their
possible "serious" interference to tv viewers.
A joint industry-government committee
was suggested to look into the question of
interference to radio reception from over-
head power lines.
NARTB Film Unit Members Named,
Meeting Scheduled for Dec. 5
NARTB's 1957-58 film committee will
meet in Washington Dec. 5, according
to President Harold E. Fellows who also
announced appointments to the new com-
mittee. The group will look into current
problems in the tv film field and receive
a report on the final draft of this year's
NARTB film manual.
Committee chairman is Harold P. See,
general manager of KRON-TV San Fran-
cisco. Members are Kenneth Tredwell Jr.,
vice president and managing director,
WBTV (TV) Charlotte, N. C; Joseph L.
Floyd, president, KELO-TV Sioux Falls,
S. D.; Frederick S. Houwink, general mana-
ger, WMAL-TV Washington; Glenn C. Jack-
son, managing director, WAGA-TV Atlanta;
Lee Ruwitch, executive vice president and
general manager, WTVJ (TV) Miami, Fla.,
and Miss Lynn Trammell, film program
manager, WBAP-TV Fort Worth, Tex.
RAB Executive Post to Hornsby
Len Hornsby, general manager of WVDA
Boston, last week was appointed to the staff
of the Radio Advertising Bureau as grocery
^^^■■■■■■■1 products sales mana-
^pPMHHQ£{k ger. effective Dec. 9.
In this post, he will
m Wm head a group of
Mb ;v f RAB national ac-
■■Bf^ count executives who
will sell the concept
of radio advertising
to the food industry.
Mr. Hornsby has
been with WVDA
since 1953 and ear-
lier had been with
MR. HORNSBY WNAC Boston and
in the advertising agency business for him-
self in that city.
Page 74 • November 18, 1957
Broadcasting
WNBQ has a greater share of sets-
in-use — for the average week, from
sign-on to sign-off, Sunday through
I Saturday— than any other television
& station in Chicago!
Ill While the shares of the other
three stations have declined,
| WNBQ has enjoyed a remark-
able 55% increase in just one month!
You should be enjoying it, too.
WNBQ-5
NBC IN CHICAGO
SOLD BY
SPOT SALES
TRADE ASSNS. continued
WONDERFUL
BUY!!
GETS YOU ALL OF
KDLO
Aberdeen — Huron *— Watertown
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KPLO
*
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KEL-O-LAND is people . . . over a million of them. And
counties ... 93 of them in four states. It's retail sales . . .
well over a billion dollars annually. And Joe Floyd hands
you all of KEL-O-LAND in one terrific package, one won-
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Pierre
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KEL-O-LAND'S new, big radio voice is KELO-AM
KELP Radio's 1.032 ft. Tower 13,600-Watt Power, Eqv.
JOE FLOYD, President - EVANS NORD, Gen. Mgr. - LARRY BENTSON V.P.
Gen. Offices Sioux Falls, S. D. Represented by H-R
In Minneapolis: Bulmer & Johnson, Inc.
Page 76 • November 18, 1957
SDX Report Notes Ups, Downs
Of Broadcasters in Access Fight
The successes and failures of broadcast-
ers in gaining access to court rooms and
legislative proceedings during the past year
were noted last week in the report of the
Advancement of Freedom of Information
Committee of Sigma Delta Chi. The profes-
sional journalistic fraternity met last week
in Houston, for its annual convention at-
tended by some 400 newsmen from all
over the nation.
The report also mentioned instances in
which working relations between newspaper
reporters and radio-tv newsmen "did not
always reflect harmony." It specifically re-
ferred to instances in Los Angeles and New
York where newspapermen refused to allow
recorders and tv cameras to be set up at
news conferences and pool interviews. The
SDX committee urged that "every effort be
made locally to iron out such difficulties in
order that freedom of access may prevail
for the entire news profession."
V. M. Newton Jr. of the Tampa (Fla.)
Tribune is committee chairman.
In an interview last week in Houston, Sol
Taishoff, editor and publisher of Broad-
casting and outgoing president of Sigma
Delta Chi, declared Russia's sputnik suc-
cesses apparently have not loosened Uncle
Sam's tongue. He charged that the fight
facing all media is one for access to all
news.
"When the government can get away with
concealing news," he added, "then lesser
entities — local governing bodies, police and
union officials — are encouraged to take the
people's business behind closed doors."
New Orleans AMA to See SP
Officials of Precon Inc. (formerly Experi-
mental Films Inc.), New Orleans, will dem-
onstrate a point-of-sale device utilizing sub-
liminal perception at the Nov. 26 luncheon
meeting of the Greater New Orleans chap-
ter, American Marketing Assn., according
to Eric Lunau, chapter president.
Co-inventors of the SP device, H. C.
Becker, electronics engineer and professor
of experimental neurology at Tulane U.
Medical School, and Dr. R. E. Corrigan,
psychologist with the Human Factors Analy-
sis Group of Douglas Aircraft, will conduct
another demonstration at a news conference
following the AMA luncheon. A. Brown
Moore, president of Precon, will speak to
AMA members on other aspects of sub-
liminal perception.
WSAB Arranges Governor's Tv Talk
To take directly to the people of the state
of Washington his views on the contro-
versial issue of state institutions, Gov. Albert
D. Rosellini requested the Washington State
Assn. of Broadcasters to arrange statewide
television coverage for an address. The gov-
ernor's talk was aired Nov. 7 on more than
a half-dozen stations serving all tv markets
in the state.
The correctional institutions, mental hos-
pitals and other facilities under the State
Department of Institutions have been much
in the public eye in recent months, with
Broadcasting
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PUBLIC SERVICE SPECIAL EVENTS
THE STATION WITH
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In tune with Texas' taste —
closer to Houston's heart —
the right combination of
shows and showmanship.
KTRK-TV
THE CHRONICLE STATION, CHANNEL 13
P. 0. BOX 12. HOUSTON t. TEXAS-ABC BASIC
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General Manager. Wi I lard E. Walbridge
Commercial Manager, Bill Bennett
NATIONAL REPRESENTATIVES:
6ep. P. Hollmgbery Co.
500 Fifth Avenue. New York 36, New York
Broadcasting
November 18, 1957 • Page 77
TRADE ASSNS. continued
riots, resignations of key personnel and
criticism by the political opposition. Gov.
Rosellini — who assumed office last January
— asked the WSAB to arrange the television
facilities, even specifying the time of re-
lease of the program, and R. A. Murphy,
association executive, complied with the
request.
KING-TV Seattle kinescoped the gov-
ernor's message in advance of the scheduled
release time. It was carried on KING-TV
and KXLY-TV Spokane at 10:40 p.m. Nov.
7, and later the same evening, chiefly on
newscasts, by other stations including
KIMA-TV Yakima, KOMO-TV Seattle,
KTNT-TV Tacoma and KVOS-TV Belling-
ham.
RAB: Supermarkets Using Radio
Have Doubled in Past 4 Years
The results of a survey showing the num-
ber of supermarkets using radio has doubled
in the past four years were hailed last week
by Radio Advertising Bureau, which credited
the gain in part to the intensive sales cam-
paign carried on by RAB and its members
to supermarket operators.
John F. Hardesty, RAB vice president-
general manager, reported a survey by the
trade publication, Super Market Merchan-
dising, reveals that today nearly 21,500
supermarkets (95% of the total) are using
radio, in contrast to less than 9,500 (53%)
four years ago. The survey also shows that
all chains comprising 1 1 or more stores now
use radio. Mr. Hardesty said that in the past
several years RAB account executives have
been making continuous sales presentations
to national and regional food manufacturers,
processors, distributors and their agencies
and to supermarkets and that member
stations, using RAB sales aids, have extended
this effort at the local level.
Barrow to Address Chicago Group
Roscoe L. Barrow, director of the FCC
Network Study staff report on alleged tele-
vision economic practices and dean of the
U. of Cincinnati Law School, is scheduled
to address the November meeting of the
Broadcast Adv. Club of Chicago. He is ex-
pected to speak on the so-called "Barrow
Report" [Lead Story, Oct. 7] at a luncheon
session in the Sheraton Hotel Nov. 26. The
study, prepared under Dean Barrow's di-
rection, recommends FCC regulation of net-
works, prohibition of network option time
and must-buy station lineups, tightening of
multiple ownership rules and other restric-
tions.
Atlanta Reps Hold First Meeting
The new Radio & Television Repre-
sentatives Assn. of Atlanta heard speeches
by Lamar Swift, executive vice president
of S.S.S. Co. (patent medicines), Atlanta,
and Robert McDonald, McCann-Erickson
account executive, at the organization's first
scheduled meeting last month.
Officers of the new group are Charles
Dilcher, John Blair & Co., president;
Richard Hughes, Edward Petry & Co., vice
president, and Charles Coleman, Avery-
Knodel Inc., secretary-treasurer. Directors
are James S. Ayers, James S. Ayers Co.;
Art Savage, Katz Agency Inc.; Bob Baird,
John E. Pearson Co., and Frank Rice,
Harrington, Righter & Parsons Inc. Keith
Byerly, Katz Agency, is program chairman.
Radio 'Lives with People/
Fellows Tells Calif. Audience
"This is the magic of radio — that it lives
with people — really lives with them, cap-
tures their imagination, draws outlines with-
in which they can paint images, suggests,
persuades, encourages and even — ever so
subtly — directs," NARTB President Harold
E. Fellows said Tuesday.
Speaking at a joint luncheon session of
the Los Angeles Advertising Club and the
Southern California Broadcasters Assn. at
the Hotel Statler in Los Angeles, Mr. Fel-
lows urged advertisers who use radio and
broadcasters who manage the medium to
remember always that "the turn of a dial
is like the turn of a doorknob, permitting
us to cross a threshold into the intimacy
of a family home."
Selling, even selling by advertising, must
have the personal touch, he stated, but he
added that "this greatest virtue of the most
intimate mass medium too frequently is
lost in a welter of insane, repetitious, high
volume phrases. . . . We have an inclination
to cup our hands around the prospect's ear
and shout at him until his eyes cross."
Noting that other industries are trying
to cut down on noise "because they have
found that people don't like noise," Mr.
Fellows urged radio to do the same thing.
"You don't have to be loud to be clear," he
stated. "Why not nice and easy — persua-
sive— 'sell talk' about the virtues of the
product or service, like you were there in
the bathroom with the girl (in the tub),
or on Lover's Lane, or lulling the child to
sleep or talking to the housewife?
"And another thing about radio advertis-
ing: You shouldn't try to get Tolstoy's
War and Peace with annotations into a one
minute announcement. . . . People should
be sold via radio very much as they might
be sold in person. . . . Remembering this
constantly, we will design our programs for
universal appeal to the family, the young-
sters and oldsters alike, and we will design
our advertising to solicit their attention."
RAB Announces Memberships
Of Four Board Committees
Memberships of the four board commit-
tees of the Radio Advertising Bureau were
announced last week by Kenyon Brown,
KGLC Miami, Okla., chairman of the board.
Broadcasters chosen to serve as committee
members during the 1958 calendar year are:
Executive Committee — Allen M. Wood-
all, WDAK Columbus, Ga., chairman;
Matthew J. Culligan, NBC Radio, New
York; Frank P. Fogarty, WOW Omaha;
Arthur Hull Hayes, CBS Radio, New York;
Alex Keese, WFAA Dallas; Elroy McCaw,
WINS New York, and Donald W. Thorn-
burgh, WCAU Philadelphia.
Finance Committee — John S. Hayes,
Washington Post Broadcast Division, Wash-
ington, D. C, chairman; Richard D. Buck-
ley, WNEW New York; Charles C. Caley,
WMBD Peoria, 111.; Robert E. Eastman,
ABN, New York; William B. McGrath,
WHDH Boston; William E. Rine, Storer
Broadcasting Co., Miami Beach, and Paul
Roberts, MBS New York.
Membership Committee — Ben Strouse,
WWDC Washington, D. C, chairman;
Herbert Evans, Peoples Broadcasting Corp.,
Columbus, Ohio, and Don Searle, KXXX
Colby, Kan.
Bylaws Committee — Simon Goldman,
WJTN Jamestown, N. Y., chairman; Edward
Breen, KVFD Fort Dodge, Iowa, and
Robert T. Mason WMRN Marion, Ohio.
MEMBERS of Radio Television News Directors Assn. picked Jack Krueger (3rd from
1), news editor of WTMJ-AM-TV Milwaukee, as new president of the international
organization at its 12th annual convention in Miami Beach, Fla., Nov. 7-9 [Trade
Assns., Nov. 11]. Elected to serve with Mr. Krueger (1 to r) : Hugh Bremner, CFBL
London, Ont., director for a one-year term; Jack Morris, KTUL Tulsa, Okla., director
for three-year term; (Mr. Krueger); Ralph Renick, WTVJ (TV) Miami, Fla., vice
president (television); Bill Small, WHAS Louisville, Ky., vice president (radio);
F. O. Carver, WSJS Winston-Salem, N. C, treasurer, and Bill Monroe, WDSU
New Orleans, director for one-year term. In other convention business, RTNDA
voted to hold the 1958 convention in Chicago and the 1959 meeting in New Orleans.
It is the group's policy to meet at Chicago in alternate years.
Page 78
November 18, 1957
Broadcasting
COMING SOON
KTVU
Channel 2
San Francisco —
Oakland
announces the
appointment of
H-R Television, Inc.
as national
representatives
Ward D. Ingrim William D. Pabst
President General Manager
and General Sales Manager
PROFESSIONAL SERVICES
One of the Big Three auto manufacturers buys
a thousand viewers for just 33c on KCRG-TV.
( Sure we'll tell you who.)
Page 80
Channel 9 — Cedar Rapids — Waterloo, Iowa
ABC-TV /or Eastern Iowa
The Cedar Rapids Gazette Station
* Based on November ARB Telephone Coincidental Survey.
November 18, 1957
Tv Artists Corp. Organized
As Personal Management Outfit
Television Artists Corp., 527 Madison
Ave., New York, a firm "specializing in
personal management," has been formed
through a merger by Jack Bertell, onetime
executive vice president of MCA, and John
Greenhut, formerly head of John Greenhut
Enterprises. Mr. Bertell has headed his own
personal management firm since 1947.
Performers to be represented by the new
firm include: Polly Bergen, Bill Hayes,
Carol Haney, Jackie Miles, The Chordettes,
Jane Morgan, Carol Lawrence, Jackie Kan-
non, Morey Amsterdam. Earl Wrightson.
Louis Hunt, Elaine Malbin and Larry
Daniels. Creative roster includes James
Starbuck, Joe Cates, David Tihmar, Earl
Wilson, Peter Gennero, Luther Henderson
and Jerome Shaw.
Mendelsohn Forms Own PR Firm
The establishment of his own public rela-
tions firm, with emphasis on radio-tv clients,
has been announced by Howard Mendel-
sohn, former midwest publicity director of
CBS-TV (WBBM-TV Chicago). He will
maintain headquarters at 612 N. Michigan
Ave. (Telephone: Michigan 2-0244) and
represents Rudio Productions ( radio-tv pro-
ducers) and other clients. Mr. Mendelsohn
recently completed a radio-tv campaign for
the Julian J. Jackson agency and, in a free-
lance capacity, worked on the Chicagoland
Fair account this past summer.
Talent Service Begins in Chicago
A new talent agents' organization has been
created in Chicago to simplify booking pro-
cedures between studios and agencies with
uniform contracts. Called Chicago's Assn.
for Radio and Television Artists, the organ-
ization claims to have completed negotia-
tions and signed applications for a Screen
Actors Guild franchise in that city. Talent
and modeling agencies were signers of the
pact, which is designed to benefit Chicago
members and CARTA agents.
New PR Firm: LoefF & McElwaine
Loeff & McElwaine has been formed
with Robert McElwaine, publicity director
of Danny Kaye's Dena Pictures and for-
merly for Sam Goldwyn Productions, joining
forces with Ted Loeff, who has headed his
own public relations firm for many years.
The new partnership will have headquarters
at 259 S. Beverly Drive, Beverly Hills, Calif.,
with representation in New York and Wash-
ington handled by the Myer P. Beck office.
Beginning with a preponderance of enter-
tainment accounts, Loeff & McElwaine will
open an industrial division, Mr. LoefF an-
nounced.
Taylor-Walker Assoc. Formed
The formation of Taylor-Walker Assoc.
at Suite 802, 1270 Sixth Ave., New York,
has been announced by John H. Taylor
and Mary T. Walker, both formerly with
Steve Hannagan and Hill & Knowlton Inc.
The new firm will serve as consultants for
radio and tv promotions and, in affiliation
with the Lynn Farnol Group, will act also
as public relations consultant.
Broadcasting
BINGHAMTON
IS NO LONGER A
ONE -TV- STATION MARKET
\
s \
/
II VI/
Now for the FIRST TIME
the curtain's going up on
ALL of the top NBC shows via
WINR
Binghamton's Great New Channel
NOW ON THE AIR!
CHANNEL 40
1,070,000
WATTS
An impressive new studio building . . . our own microwave
relay system . . . and an energetic promotion campaign which led
to thousands of conversions before our test pattern was on the
air are but a few of the indications of the strength and stability
of this new sales signal in the Binghamton market.
One of the most powerful on the air . . . WINR-TV, with a
million-plus watts, is the first station to offer full network pro-
gramming from the first day of operation.
. IN THE TRIPLE CITIES BINGHAMTON ENDIGOTT - JOHNSON CITY, N. I
REPRESENTATIVES GEO. P. HOLLINGBERY
Gannett Radio-TV Group
BROADCAST DIVISION OF THE BINGHAMTON PRESS COMPANY
Broadcasting
November 18, 1957 • Page 81
Adventure Monday through Friday at 6:00 PM
delivers Omaha's Kidult* audience!
Kids and adults
0'
Reach the Omaha area
Kidult audience when they're
KEYed up to stay
with excitement!
Full sponsorship
and minutes available.
Adventure at six
adds up to sales!
KBTV
Omaha's J/^p Key TV
61
see your
man
basic
OMAHA WORLD-HERALD STATION
Eugene S. Thomas, Gen. Mgr
MANUFACTURING
RCA PLAN HELPS
• Angle: It'll help RCA, too
• Prospects to receive advice
Station owners are not the only business-
men with an eye to profit on radio's re-
surgence. As a major supplier of the tech-
nical things that make a station go, RCA
has blueprinted a major sales promotion
effort for 1958 to capture its share of the
multi-million dollar market represented by
the 200 new stations going on the air an-
nually, plus upgrading of existing outlets.
The thinking behind RCA's secret weapon:
The man you help most may be your next
customer.
Well aware that the number of business-
men entering radio from other pursuits is
growing and that these prospects are eager
for every bit of information they can find
to help them make a wise investment, RCA
intends to present them with an elaborate
"planning manual" plus a wealth of addi-
tional materials [Closed Circuit, Nov. 4].
The "total help" concept, which RCA
is expected to announce officially within
two weeks, was planned by Adron M.
Miller, field sales manager, am-fm broad-
cast equipment, RCA, Camden, and Paul
A. Greenmeyer, manager of broadcast ad-
vertising. It has won the blessing of E. C.
Tracy, manager, RCA broadcast and tv
equipment department, and other broadcast
division officials, who encourage the applica-
tion of the firm's principles of precision and
thoroughness to marketing as well as manu-
facture.
In addition to the planning manual, RCA
broadcast equipment salesmen in 1958 will
be armed with a special attache case filled
with models for laying out three typical
station plans (see picture) and a miniature
desk-size slide projector and screen for show-
ing Kodachrome slides. Prospects also will
receive a file folder for keeping additional
aids in planning their radio station — things
such as floor plans, equipment lists, system
information, technical article reprints and
other data not designed for the basic plan-
ning manual.
RCA emphasizes the planning manual is
not a "do it yourself" medium whereby
prospects can plan and build their stations
without the expense of professional engi-
neering and legal assistance. On the con-
trary, RCA explains, the manual points up
the necessity of doing the job professionally
and helping the prospect to acquire more of
a professional insight himself into all of the
requirements of planning. Nor does the
manual attempt to instruct the prospect in
how to program a station after he gets it
built.
Messrs. Miller and Greenmeyer both
note the changing pattern of radio today,
its revitalized ability to serve changing
marketing needs and public service re-
quirements. They point to radio's ability to
serve in many smaller markets where here-
tofore no one recognized the opportunity.
"Now," Mr. Miller says, "the home town
Broadcasting
AM-FM STARTERS
businessmen, successful in banking, as an
auto dealer or grocery distributor, perhaps
with only a few thousand dollars apiece to
invest, are interested in building a home
town station." Perhaps their interest has
been sparked by a son or relative who al-
ready is working at another station or who
studied broadcasting in college, the RCA
representatives explain, and these local busi-
nessmen want to back him in a local ven-
ture. These comprise the new market RCA
hopes to serve — and sell — through the
planning manual and related materials.
But they are not all. Mr. Greenmeyer
estimates that a large chunk of the am-fm
market in 1958 will include existing station
operators who want to upgrade and mod-
ernize their physical facilities.
The planning manual will be a loose-leaf
book with nearly a dozen major sections
PART of RCA's package to aid the develop-
ment of new radio stations is this working
model of a station. Its component parts can
be laid out in any of three basic plans;
collapsed, it can be carried in a salesman's
attache case. Displaying a working model is
Barbara Tiedeken, secretary to Paul A.
Greenmeyer, broadcast advertising manager.
to be augmented frequently. Fundamentally
it will contain answers to those questions
which prospective station owners want to
know about before starting construction
and during the building period. It will be
written by "experts," the RCA sales repre-
sentatives and Camden engineers who are
asked these questions day after day in the
field, as well as others with such experi-
ence. It will contain related material such
as reprints from the Broadcasting Year-
book of FCC rules and application pro-
cedures and articles from the weekly Broad-
casting, as well as numerous reprints from
RCA's Broadcast News, whose managing
editor is Mr. Greenmeyer. It also will ex-
plain RCA's "progress purchase plan," the
manufacturer's method of "flexible financing
for broadcasters."
Segments of the manual will outline such
topics as fundamentals of planning, includ-
ing choice of station size (three model plans
are to be given in detail); transmitting equip-
ment and "beneficial performance" factors
such as reliability of manufacturer and
product; "soundability" of the transmitter
as contrasted to catalog specifications and
"modulation capacity," or the equipment's
ability to effect the greatest "program cover-
age" possible; selection of studio equipment;
installation and principles of operation, and
rules of "good housekeeping."
The three basic plans of station layout
are flexible and can be adapted to meet indi-
vidual needs, as salesmen will be able to
demonstrate with their model kits. Each
plan includes complete floor layout, equip-
ment block diagram, rack layout, jack panel
designations and equipment list. In fact,
prospects will be able to order Plan A, B
or C as a package, Mr. Miller explains!
Plan A is for the typical "minimum in-
vestment" station and comprises combined
single studio-transmitter operation with pro-
gramming requirements of records, control
room announcer, tape facilities, network
and remotes. Its single studio can be used for
interviews, news and other shows requiring
simple production facilities.
Plan B, the typical "community" station
of moderate size, is like A in that it is a
combination operation but it also incor-
porates an announcer's booth and record
library. The latter doubles as an audition
room and includes an automatic turntable
operated from the control room. This unit is
the building block for eventual station auto-
mation, RCA explains.
Plan C covers a • fairly large two-studio
station with separate studio and transmitter
locations, but with optional remote opera-
tion of the transmitter. It is designed for
large city operation, providing a high de-
gree of flexibility and facilities for extensive
programming since the second studio is a
sub-control room combination.
Like manufacturing, it takes a lot of
"tooling up" to get a major sales promotion
campaign off the ground too, Mr. Green-
meyer admits. The completed plan was
presented to Mr. Tracy's staff in August.
In September it was presented to the Cam-
den staff and last month to the field staff,
which is am-fm exclusively and operates
separately from tv. "This month we go into
production," Mr. Miller says.
RCA Sends Signals
Via Meteor Trails
High-frequency radio signals, bounced
from meteor trails 60 to 100 miles above
the earth, have been used experimentally to
transmit images of printed material over a
distance of nearly 1,000 miles without re-
lays, it was announced last week by RCA.
The disclosure came in a report by three
RCA laboratories scientists that special
facsimile equipment has performed success-
fully in preliminary tests of meteor-path
propagation between the transmitting sta-
tion of the National Bureau of Standards
at Havana, 111., and the RCA Labs radio
research installation at Riverhead, Long
Island. Airline distance is 910 miles.
Principals in the development of the sys-
tem were Warren H. Bliss, of the technical
staff at RCA's David Sarnoff Research
Center, Princeton, N. J., and R. J. Wagner
November 18, 1957 • Page 83
MANUFACTURING continued
Jr. and G. B. Wickizer, of RCA Labs radio
research staff at Riverhead.
The research team pointed out that
meteor path propagation promises ulti-
mately to increase the versatility of all radio
communications by providing a means of
sending information at times and over dis-
tances for which other means may not be
available. It also offers a valuable means of
supplementing the overcrowded radio spec-
trum, the scientists added.
They explained the material to be trans-
mitted is recorded on 35 mm film, which
is scanned to produce a signal in a manner
similar to the techniques used in television
film transmission. The resulting signal is sent
out from the transmitter through a highly
directive antenna aimed in the direction of
the distant receiver. At the receiver, the sig-
nal is picked up by another directive an-
tenna each time it is reflected during the
brief life of an ionized meteor trail, and the
information is fed to a cathode-ray tube
for display on a viewing screen. In the ex-
perimental system, photographic techniques
are used to record the image as it appears
on the screen.
The research team reported that the
scanner and transmitter are run continu-
ously, sending copies of a picture over and
over at the rate of two complete scans each
second. The receiver is also on continuously
with the recording unit in a "standby condi-
tion."
"When a passing meteor closes the trans-
mission path, the incoming signal trips the
recorder ... to permit reproduction on the
phosphor screen," they said. "The circuit
then resets for the next burst." The report
said the experimental transmitter produces
20 kw of power at 40 mc.
$1 Million CBS Labs Building
Going Up in Stamford, Conn.
Ground-breaking ceremonies were held
in Stamford, Conn., Thursday for CBS
Labs' new $1 million-plus building, with
occupancy targeted in the summer of 1958.
The 33,000-sq.-ft., one-story, air-condi-
tioned building will provide research and
development facilities for a scientific and
administrative staff of 150 persons. Partici-
pating in the ground-breaking ceremonies
were Dr. Frank Stanton, president of CBS
Inc.; Dr. Peter Goldmark, president of CBS
Labs; Mayor Thomas F. J. Quigley of
Stamford; State Sen. Benton H. Grant, and
the Rev. Donald Campbell.
A sound capsule, containing four long-
playing records of the Edward R. Murrow
radio series, / Can Hear It Now, was placed
in the foundation of the building. The cap-
sule was treated with radioactive material so
it can be detected by Geiger counters 100
years from now.
RCA Puts Color in Co-op Homes
RCA Victor has installed color tv re-
ceivers as standard equipment in a group
of cooperatively-owned private homes in
south Florida. The Palm Club, which con-
sists of 100 homes priced at $25,000-
$45,000, reportedly is the first such com-
munity to include, without additional cost,
Page 84 • November 18, 1957
a Wescott series console RCA color re-
ceiver, as well as RCA Whirlpool-Imperial
refrigerator, built-in oven, range, dishwasher
and clothes washer-dryer combination.
The project will be featured in RCA
Victor's network television and magazine
advertising this month.
Radio-Tv Sales, Output
High in September— EIA
September turned out to be one of the
best months in recent years for radio and
tv set production as well as for sales of
receivers, Electronic Industries Assn. an-
nounced last week.
Radio receiver output was 1.610,748 (in-
cluding 446,419 auto sets), making Septem-
ber the second highest month in 21 months.
Only December 1956 was better.
Tv set manufacture reached 832,631
units (including 87,040 with uhf tuners) and
proved to be the best of the past 21 months
with the exception of September 1956.
Nine-month total for radio sets was
10,376,354 units as compared to 9,535,896
for the same period in 1956.
Tv's nine-month output was 4.589,164,
down from the same period in 1956 when
5,259,271 units were produced.
EIA's production totals for the first nine
months of 1957:
Automobile
Total
Television
Radio
Radio
Jan.
450,190
521,624
1,085,529
Feb.
464,697
522,859
1,264,765
March (5 wks)
559,842
597,532
1,609,073
April
361,246
380,452
1,115,813
May
342,386
396,151
1,023,771
June (5 wks)
543,778
416,058
1,088,343
July
360,660
256,279
612,588
Aug.
673,734
301,971
965,724
Sept. (5 wks)
832,631
446,419
1,610,748
Total
4,589,164
3,839,345
10,376,354
Retail sales of both radio and tv sets hit
their highest marks since last December, ac-
cording to EIA. Radio set sales for first nine
months of 1957 totaled 5,840,372 as com-
pared with 5,405,052 for the corresponding
period last year. These radio figures cover
radios sold through retailers and do not in-
clude auto sets which are produced and sold
directly to the car makers.
Tv set sales for nine months of this year
totaled 4,452,081 compared with 4,603,626
during the same period for 1956.
The EIA tv and radio set sales figures
thus far in 1957:
Television Sales Radio Sales
January
623,359
563,363
February
525,437
525,029
March (5 wks)
534,115
730,584
April
337,965
543,092
May
399,757
547,480
June (5 wks)
389,770
729,421
July
426,294
597,484
August
510,097
710,553
September (5 wks)
705,247
893,366
Total
4,452,081
5,840,372
RCA Unveils C-C Camera Chain
A new industrial television camera chain,
engineered for economical use with existing
chains to form expandable closed-circuit tv
networks, has been announced by E. C.
Tracy, manager, RCA broadcast and tv
equipment department. The camera chain
(ITV-201), priced at about $3,000, embraces
a compact, portable vidicon-type tv camera,
a separate, self-contained control unit and a
viewing monitor, Mr. Tracy said. The new
camera "meets a need in the educational,
industrial and commercial fields for a tv
camera chain that can be used either as the
foundation of an expand-as-needed closed-
circuit tv system or as an addition to a
system already in operation," he reported.
RCA Makes Five Appointments
In Electron Tube Division
Five appointments to the industrial tube
products marketing activity, RCA electron
tube division, Harrison, N. J., were an-
nounced Thursday by G. W. Duckworth,
manager, marketing.
Clifford H. Lane, previously manager,
planning and scheduling, cathode ray and
power tubes, has been named manager,
market planning; Max E. Markell, formerly
manager, equipment sales, RCA components
division, has been appointed manager, in-
dustrial sales; Gene R. Rivers continues as
manager, government sales; Clarence S.
Rockwell Jr.. manager, controls, cathode
ray and power tube marketing, was named
manager, marketing administration, and
James T. Wilson, formerly manager, power
tube planning in cathode ray and power tube
marketing activity, has been appointed man-
ager, contract administration.
At the same time, organization of the
newly formed commercial operations ad-
ministration activity of the division was
announced. Charles R. Klinger, previously
manager, western equipment sales district,
has been appointed manager, commercial
administration, western area, headquartering
in Los Angeles. Other members of the com-
mercial operations administration staff who
will continue in their present positions are:
Peter J. Faber, manager, commercial ad-
ministration, central area, Chicago, and
John W. Kirschner, manager, Washington
office.
MANUFACTURING SHORTS
D. P. Bushnell & Co., Pasadena, Calif.,
announces color microscope designed for
tv technicians to calibrate mosaic of color
tv tube. Extensible foot equalizes effect of
tube curvature, permitting focusing to depth
of 70 mm and interchangeable opaque-trans-
parent bases, allow microscope to use either
reflected or transmitted light. Weight: 5Vi
ounces. Height: 135 mm (closed), 200 mm
(fully extended). Price: $14.95 (includes one
opaque and one transparent extensible base
in leather carrying case).
Fairchild Camera & Instrument Corp.,
Syosett, N. Y., will hold demonstration of
its new automatic 16 mm film processor in
New York today (Monday). Company
claims roll of exposed film can be placed
in processor and projected within 20 min-
utes. Equipment has applications in televi-
sion, newsreel and development and pro-
duction engineering.
RCA Broadcasting Equipment, Camden,
N. J., last week announced delivery of
following components to tv stations: ch. 5
Broadcasting
■
we
1000
w
like this
for 31c
luch prettier, actually, from a sponsor's point of view, because
these ladies buy! And at WVNJ you can talk to a thousand
of them (and their families) for one minute at a cost of only 31c.
Same rate for men, too.
Most advertisers know that the New WVNJ has more listeners
than any other radio station broadcasting from New Jersey. As
a matter of fact — almost twice as many as the next 2
largest combined.*
'Source — Hooperatings Jan. — Feb. — New Jersey
Most advertisers know the quality of this audience — for the new
programming concept of playing only Great Albums of
Music has brought the station thousands of new and potentially
better buyers than ever before.
Most advertisers know, too, that WVNJ delivers this audience
at less cost per thousand than any other radio station not
only in Jersey but in the entire metropolitan area as well.
That's why WVNJ is the hottest radio station in the New
Jersey market — bar none. Get the facts and you'll
make WVNJ part of your advertising day.
Represented by:
Broadcast Times Sales
New York OX 7-1696
WVNJ
Newark, New Jersey
Radio Station of the Newark Evening News
Broadcasting
November 18, 1957
Page 85
lOOO ON THE DIAL
50,000 WATTS
Marty Hogan — General Manager
Tom Haviland— Commercial Manager
666 LAKE SHORE DRIVE • CHICAGO
MOhawk 4-2400
Burke-Stuart Co., Inc.
60 E. 56th St. • New York, N. Y.
PLaza 1-4646
NEW YORK • CHICAGO • DETROIT
LOS ANGELES ♦ SAN FRANCISCO
MANUFACTURING continued
six-section superturnstile antenna to KSD-
TV St. Louis, shipped Nov. 4; ch. 4 three-
section superturnstile antenna to WRC-TV
Washington, Nov. 5; 25-kw ch. 4 trans-
mitter to WHBF-TV Rock Island, 111., Nov.
7, and 6-kw ch. 4 transmitter to KDUH
(TV) Hay Springs, Neb., Nov. 5.
RCA electron tube division announces new
image orthicon (RCA-7037) for color tv
cameras, reportedly having more than twice
sensitivity of previous color image orthicons.
New tube makes reductions possible in stu-
dio lighting, air conditioning and camera
operation.
Wescon (Western Electric Show & Con-
vention), L. A., moves to 1435 S. La
Cienega Blvd. Dec. 1. Telephone: Oleander
5-8462.
Saint Cecilia Co. Ltd. (manufacturers of
magnetic recording tape), Westwood, N. J,.,
announces new Bel-Cleer reel designed to
virtually eliminate wobble and eccentricity.
Molded with extra-heavy opaque flanges,
giving fly-wheel-like action, reel reportedly
minimizes wow, is warp-proof, easy to thread
and its large window openings afford con-
stant observation of tape during operation.
Finished in battleship gray, with frosted
areas on each flange for labeling program
material, plastic reel, at present, is available
in seven-inch size only.
Shure Bros., Evanston, 111., announces new
phonograph arm, Studio Dynetic, which it
claims will play records "hundreds of times"
without showing signs of wear and rests on
record with only gram of pressure. Designed
to prolong life of records indefinitely, model
includes small diamond stylus guaranteed
to stay in microgroove of hi-fi recording
when turntable is tilted at angles up to 45°.
American Electronics Inc., announces Amer-
ican-Concertone Globematic 60, hi-fi tape
recorder as "smallest studio recorder of its
kind." Weighing 35 pounds in its magnesium
case, recorder accommodates reels up to and
including lOVz inches at speeds of IV2 and
15 inches per second. Torque control switch
changes from IOV2. inches to smaller reels.
Unit has V. U. type meter, reportedly as-
suring record level requirements and phone
jacks permit monitoring input to record
head or playback output of tape while re-
cording. Recorder is equipped with three
motors — direct hysteresis synchronous cap-
stan drive for timing accuracy and two high
speed take-up and rewind motors with posi-
tive self-compensating braking systems to
prevent tape stretching.
Hoffman Electronics Corp.? radio division,
L. A., announces its Solaradio (solar-pow-
ered all transistorized portable radio) is
reduced from $150 to $99.95. Home and
Travel model (standard-battery version)
from $75 to $59.95.
RCA, broadcast and tv equipment depart-
ment, announces two-in-one RCA "broad-
band" fm radio antenna designed for use in
both standard and multiplex fm broadcast
service has been placed on market. New
antenna (BFD-series) has been engineered to
provide low standing-wave ratio over entire
200 kc channel, assuring perfect match es-
sential for eliminating cross-coupling be-
tween standard and multiplex channels,
RCA reported.
Sarkes Tarzian Inc., Bloomington, Ind., an-
nounces dual channel audio relay link,
allowing simultaneous transmission of two
audio signals, one with sound for picture,
other with am or fm sound. Company re-
ports system can cut line costs substantially
for am-fm-tv stations with facilities in same
building. Isolation between two channels is
greater than 35 db and differential phase
and gain of video signal said to be less than
one degree and plus x>r minus 0.5 db. Audio
response reportedly in excess of 15,000
cps with less than 1% distortion.
Bell & Howell, Chicago, announces new
low-priced portable tape recorder (Model
770) in simplified, light-weight unit housed
in cloud gray and charcoal case, with sug-
gested price of $169.95. Two-speed (334
and IV2 inches per second) recorder is de-
signed to reach market "which does not re-
quire such features as pause button and
dual recording-level indicator lamps," ac-
cording to B & H. Like its counterpart
Model 775, new unit has twin 5Va -inch
speakers, with variable tone and volume
controls and interlocked record-play but-
tons designed to avoid accidental erasure.
Motorola Inc., Chicago, announces 1957
high fidelity sales for each month are run-
ning ahead of individual months last year,
with cumulative sales through August 75%
ahead of that period in 1956.
RCA Reference Book, 1958 edition, 216
page publication containing information on
RCA electron tubes, test equipment, bat-
teries, transistors and semiconductor diodes,
is now available through RCA distributors.
H. H. Scott Inc., Maynard, Mass., announces
am-fm tuner (Model 300) with new technical
features, including slide-rule dial and wide-
band fm design. Wide-range circuitry is
claimed for am section of tuner.
RCA Victor, tv division, announces new
deluxe tv receiver with built-in transistorized
high fidelity sound system, five speakers,
automatic four-speed record changer and
provision for adding player. Price: $550.
Also announced were color tv receiver and
two black-and-white consoles featuring
transistorized high fidelity sound system
without record changer, and new table series
which incorporates an automatic 45 rpm
"Victrola" with tv receiver using 14-inch pic-
ture tube.
Granco Products Inc. (manufacturers of fm
and hi-fi equipment), Long Island City,
N. Y., has issued its fifth annual report to
stockholders for year ended June 30, 1957.
Report shows increase of 10% over last year
and earnings doubling that of previous 12
months.
Page 86 • November 18, 1957
Broadcasting
The CHALLENGE
April 19th, 1775 — a musket fired a single round on
the Lexington green in the Commonwealth of Massa-
chusetts, and this became known as "the shot that was
heard around the world"!
ft
December 7th, 1941 — the sound of falling bombs
may never have been heard by some of the men at
Pearl Harbor that Sunday morning . . . but the rever-
berations carried into every city, town and hamlet of
the United States and probably to every living soul on
the face of the earth!
ft
October 4th, 1957 — a mighty roar heard by a select
few in a remote part of the USSR . . . and then, a
steady beep, beep which may well become the most
significant sound in all recorded history!
ft
It was this s,ound, flashing through the sky at an
unbelievable speed, which aroused a torrent of words
on a subject which promises to be the most important
item on our national agenda for years to come. The
subject is Science and Education.
ft
From the President on down, the voices are now
being heard and they are all saying essentially the
same thing. We need young scientists, we need boys
and girls to look toward a career in physics, elec-
tronics, chemistry ... to specialize in the various
technological areas of rockets, missiles, fuels, outer-
space . . . and many, many more to delve into the
more hum-drum activities of higher mathematics,
electronic calculations, nuclear theories, and the never-
ending research and laboratory work needed to turn
out the imaginative products which will keep this
country abreast, if not ahead, of any other country in
the world.
ft
It will take years for a democracy to implement
the actual training needed at all levels of our educa-
tional system. Before we can have graduating stu-
dents, we must have competent instructors and teach-
ers. Textbooks must be written and revised. Edu-
cational methods must be up-dated, and in many
instances, speeded-up, to cover the vast amount of
knowledge that is pouring forth at an unprecedented
rate. Local school boards, state levels of educational
systems . . . even PTA groups . . . must be aroused
to the need for new directions, more action, and far
less oratory.
ft
The television industry has a unique opportunity
to demonstrate its far-reaching influence over the
lives and customs of millions of families. The trickle
of programs at the network level is only a teaser for
what the local stations can accomplish in the long run.
Surely, these thoughts have crossed the minds and
desks of the Managing Directors, Program Directors,
and staff producers of many, many stations; perhaps
even before the current emphasis on what appears to
be close to a national emergency.
ft
But how to accomplish this . . . and do it effectively.
The answer to that question which will be asked more
and more often in the coming months, is not simple
. . . but there is one word which will keynote the
efforts of each and every station . . . and that word is
"IMAGINATION"! When you consider the serious-
ness of the problem, you realize how important it is
that the best brains at your command be put to work
on creative formats, new ideas, perhaps new uses of
old tools. This is not science-fiction, this is not for
fun, this is as real as that beep, beep in the sky!
ft
If each television station in the country turned out
only one half-hour program per week, based on the
theme of the scientific future . . . and directed such
programming to youngsters and teenagers particular-
ly, with side emphasis on the parents . . . the nation,
as a whole, would soon show signs of awareness which,
otherwise, would take almost a generation to accom-
plish. It is not suggested here that television stations
become "Classrooms of the Air", nor is it necessary
to conceive of programming which necessarily teaches
. . . but what is needed, is the creative presentation
of a scientific career as a stimulus to the imagina-
tion of the viewers. The keen sense of accomplishment,
the reward of discovery, the fascination of probing the
unknown, and the tremendous opportunities for finan-
cial security in an area where the income level seems
to know no ceiling are some of the points to be em-
phasized in this kind of programming. There are
scientists, educators, professors, industrialists ... a
tremendous untapped "talent pool" for the stations to
draw upon when selecting the right personalities to
get across this very basic theme. There are hundreds
of wonderful films which have been produced with
painstaking care to illustrate some phase of the scien-
tific discovery or development which can be presented
in the context of such a program. There are factories,
laboratories, power plants, airports and scores of
other "sets" for remote telecasts when the equipment
is available.
ft
This is the Challenge! Not where to slot another
western series, not the rating yardstick which puts
Sullivan ahead of Allen, not the star names in a
feature package . . . but a public responsibility . . . a
trust ... a dire need to face the future squarely . . .
to recognize that the national effort is only the sum
total of all the local efforts . . . and to meet the chal-
lenge in a manner which befits the television industry.
Trans-Lux Television Corporation
Distributors of
Encyclopaedia Britannica Films
625 Madison Avenue, New York City
PLaza 1-3! 14
Broadcasting
November 18, 1957 • Page 87
NETWORKS
STANTON ON NETWORKS AND SPUTNIKS
CBS head sees Barrow recommendations as threat to U. S. security
Dr. Frank Stanton, CBS president and
recipient of this year's Paul White Memorial
Award from the Radio-Television News
Directors Assn., believes that developments
such as Sputnik make it all the more manda-
tory that people be kept enlightened through
the fastest possible communications. In his
acceptance speech at the RTNDA conven-
tion Nov. 9 [Trade Assns., Nov. 11], Dr.
Stanton stresses the vital role that networks
must maintain in informing and warns in-
roads such as those embodied in the Barrow
Network Study pose a serious threat. This
is a condensed version of his text:
The rise of Sputnik I and the traumatic
reaction of the world's peoples thrust before
all Americans problems wholly new — prob-
lems to which the slow processes of democ-
racy are not yet adjusted. The rise of
Sputnik II dispelled any doubt about the
gravity of these problems.
Whether we like it or not, we now have
to re-examine our practices and habits as a
nation to accommodate them to those facts.
We must recognize that Russia — or any
other dictatorship — has a certain head start
on a democracy. One man, or a handful of
unanswerable men, make all the decisions.
They make them fast, and with finality. And
the people obey. There is no chance to dis-
cuss, to justify, to approve or disapprove.
The energies of a democracy, on the
other hand, spring from below. Here, the
leadership must be in league with the
people. This depends upon a forthright,
honest and open exchange of information
and ideas. It depends upon the national
leaders' having the confidence to trust the
people with the facts, and upon a fully
informed people responding in a ground
swell of public opinion that forms the basis
for a program of decisive action.
Always, in the past, this process has given
us in America a united and steadfast strength
that has overcome the lead time of a dicta-
torship. But the deliberative chemistry of
the democratic process has almost always
been exploded by some event — a Concord
and Lexington, a Fort Sumter, a market
collapse, a Pearl Harbor — that suddenly
gave point to our capacities as a people.
In the past we have had the luxury
of time in which to mobilize those capacities.
In the ICBM age we are not going to have
this luxury. We may have only minutes. We
certainly won't have months.
The Russians catapulted a 184-pound
satellite into outer space on Oct. 4. One
month later, they followed it with a half-ton
satellite of still unknown potentialities. Of
course, these events do not, in their tre-
mendous swiftness, signal the bankruptcy
of democratic ways. But they do flash the
stark need to make those ways work faster
and work better.
To meet the challenge before us, the
first need — the vital need — is to minimize
the slowness of the decision-making mech-
anism inherent in a democracy and to make
sure that it moves with the certainty of a
completely informed people. And the first
job — the vital job — in broadcasting is to
speed up, if we can, and improve, as we
must, the dissemination of the information
that is the primary step in the decision-
making process. If there is a failure at that
step, the whole democratic scheme fails.
This is an immense job. It is a responsi-
bility we cannot ignore.
In carrying it out, it is essential that we
lead from a position of strength and cer-
tainty. For this reason alone — if for no
other — we of CBS will oppose as forcefully
as we know how any attempt from any
quarter to weaken the present structure of
broadcasting and therefore its ability to
discharge this commanding responsibility.
Consider the facts that shape that re-
sponsibility.
We are living in a nation where 98% of
the families have radios; where 83% have
television sets. Nearly 4,000 radio stations,
and over 500 television stations, are on the
air virtually around the clock.
It seems to me providential that we are
thus able — at this pivotal point in world his-
tory — to reach into
nearly every home in
America simultaneously
at a moment's notice;
that we can bring to
scores of millions across
the country instant re-
ports, the meaning of
crucial events — even
events themselves and
the men controlling
them.
This is not merely
a miracle of technol-
ogy. It is the product
of organized human ef-
fort supported by the
straightforward eco-
nomics of present day
marketing.
I believe that if we tamper now with the
system we have evolved to use those op-
portunities, we are striking at one of the
very instruments of the democratic method
in what is perhaps the most perilous time
in our history. Events today far surpass the
training and ability of most of us to com-
prehend them without the aid of the best,
the fullest, the quickest information sources.
If the ability of the great news-gathering
and disseminating organizations to do their
job is impaired in any respect, and if infor-
mation is unnecessarily or unwisely withheld
from the American people, we as a people
shall be left powerless to make decisions, to
contribute towards a body of opinion that
can be translated into public policy and
then into action.
I am speaking, of course, particularly of
the broad contributions that network tele-
vision and radio are making to assure always
an informed public. Most certainly I am
aware of the creative ingenuity and enter-
prise of the newsmen in the stations
throughout the country. The reporting job
you are doing is exerting a positive and
healthful influence upon your communities.
But for the job on which I am trying to
focus your attention here, it is the network
that is vital. True, our history in using tel-
evision in this way covers little more than
a decade. But in that time — under the pres-
sure of one world crisis after another — we
have evolved methods, built experience and
put together world-wide organizations that
have brought the world and its leaders into
every American home.
As a result, the American people have
not just learned of significant happenings.
They have often been present as witnesses —
in the case of the political conventions, for
example.
The restless and precarious Middle East —
long a cluster of political abstractions to
the majority of Americans — has been trans-
lated by television journalism into specifics
that can be recognized as forces capable of
shaping the future of our whole world. I do
not think I claim too
much for broadcast
journalism if I suggest
that no distant and iso-
lated event ever had
such reality and im-
mediacy for the Amer-
ican people as the Suez
and Hungarian crises of
a year ago seen through
television.
Millions of Ameri-
cans have watched — on
such programs as Meet
The Press and Face
The Nation — the lead-
ers of our time explain
themselves and their
policies. Through such
living and vivid exposi-
tions as See It Now's "Great Billion Dollar
Mail Case," millions of Americans have
been shown — not merely told about — im-
portant and troubled areas of government.
Behind these growing efforts to construct
a broader, more direct, more arresting in-
formational broadcasting service — one con-
stantly on the alert all over the world —
we must have strong, economically sound
broadcasting units. They must be national in
their scope, international in their resources.
This is a function that only the nation-
wide networks are able to undertake.
To perform it we must have the per-
sonnel, the intricate technical equipment
and processing methods, the disciplined and
world-wide organization, the connective net-
work of outlets across the country. And we
must be able to draw from other broad-
Page 88 • November 18, 1957
Broadcasting
Broadcasting November 18, 1957 • Page 89
television
WINSTON-SALEM
CALL HEADLEY-REED
Page 90 • November 18, 1957
Broadcasting
NETWORKS CONTINUED
casting operations the money we need to
do all this.
At stake is the necessity for short-cutting
the trail to a thoroughly informed nation.
Better and expanded network journalism
can do the job by bringing to our people
day by day a truer picture and a deeper
understanding of the changing world. In an
age of scientific determinism the whole issue
of disarmament, for example, cannot be fully
understood unless the scientific facts under-
lying the race for ultimate weapons — and
the complexities of counter-measures — are
also known and understood. To provide more
people with scientific information in terms
clearly understandable to them a new CBS
Television program, Conquest, will go on
the air Dec. 1. Produced in cooperation
with the National Academy of Sciences and
the American Assn. for the Advancement
of Science, this program is an example of
the complicated technical kind of broadcast
journalism that can be done only through the
resources of a network.
Yet at this very moment network broad-
casting is facing the serious risk of precip-
itous actions that strike at the roots of its
vitality.
The cumulative effect of the recommenda-
tions of the Barrow Report — whatever their
intent — could so weaken networking that it
would be economically impossible to sustain
informational activities at the present level —
let alone respond with better organization
and better technical facilities to the new
demands of a missile age.
To run this risk seems to me the blindest
folly.
All of this must be made abundantly clear
to the American people. Chip away at the
basic economics of the commercial networks
of free television, and no mathematical
legerdemain is going to make multi-million-
dollar news services possible. They own the
airways. It is their future that is at stake.
The risk is theirs.
Let me summarize. The realities of our
time are putting an extreme strain on our
democratic institutions. We are up to our
necks in the dilemma of adjusting those in-
stitutions to meet the threat of dictatorship
that has demonstrated it can move with
speed and skill and boldness. The crux of
that dilemma lies, to a great extent, in the
gap between their inherently rapid decision-
making process and our inherently slower
one. We must narrow that gap. We can begin
to do it only by strengthening and accelerat-
ing the first step — informing more people,
faster, more effectively, more fully — day in
and day out.
This requires a news-disseminating medi-
um of technical speed, of expressive power,
and of arresting immediacy. As the instru-
ment for this purpose, we have no proved
alternative to the present broadcasting
structure, built up over more than a quar-
ter of a century. We have demonstrable evi-
dence of its ability and effectiveness.
This is your job and my job. If we fail in
our responsibility to the American people,
the decision-making start that dictatorships
always have over democracies may be — in
the lightning speed of today's events — not
merely an initial advantage but a determin-
ing one.
Broadcasting
CBS Inc. Net Income
Up by $4.5 Million
Consolidated net income of CBS Inc. for
the first nine months of 1957 rose to $13,-
898,171 from $9,368,073 for the same
period of 1956, William S. Paley, board
chairman, announced last week at a board
meeting. It was pointed out the figures for
1957 are "abnormally high" because of
financial adjustments resulting from the dis-
continuance of the CBS-Columbia Div., the
set manufacturing unit.
Current earnings, Mr. Paley said, are
equivalent to $1.82 per share, compared to
$1.25 for the nine months of 1956. He
noted figures for 1956 include provisions
for expenses and losses attributable to the
closing of CBS-Columbia. Per share earn-
ings were calculated on the average number
of shares— 7,651,697 in 1957 and 7,490,438
November 13, 1957
NBC-TV Sets One-Day Record
For Sales on 'Tonight7 Show
Seven advertisers reportedly placed more
than $4 million in gross billings Nov. 8 on
NBC-TV's participating Tonight program,
marking what is claimed to be the largest
amount of business recorded by the show in
a single day, according to William R. Good-
heart Jr., vice president, NBC-TV sales.
Block Drug Co. and Bristol-Myers con-
tracted for the largest single orders, in the
history of the network's late evening pro-
gram, Mr. Goodheart said.
Block Drug, through Sullivan, Stauffer,
in 1956 — outstanding during the respective
nine months' periods.
Net revenues and sales for the 1957 pe-
riod were reported at $275,276,269 as
against $256,379,847 for the nine months
of 1956.
The board of directors declared a cash
dividend of 25 cents per share on its Class
A and Class B stock payable Dec. 13, 1957,
to stockholders of record at the close of
business Nov. 29. The board also declared
a stock dividend of 3% on its present out-
standing Class A and Class B shares. No
fractional shares will be issued in connec-
tion with the stock dividend but stockholders
will receive non-transferable order forms
for their interest in fractional shares. The
stock dividend will be paid on or about Dec.
27, 1957, to holders of record at the close
of business Nov; 29.
Samuel R. Dean, Treasurer
Colwell & Bayles, New York, placed a total
of 234 participations on Tonight, scheduled
over 52 weeks starting Dec. 30. Bristol-
Myers has ordered 208 participations over
52 weeks for Bufferin and 28 participations
to run during the last quarter of this year;
for Ipana. Young & Rubicam is the agency.;
Other advertisers now on Tonight with
agencies in parentheses are: North Ameri-
can Philips Co: (C. J. LaRoche) for its
Norelco Electric Shaver, has ordered 115
participations to run during spring and fall:
of next year; Harrison Labs. (Product Serv-
ices) for its Ten Day Press-On Nail Color:
and Tuck Cellophane Tape, has ordered 42
November 18, 1957 • Page 91.
Nine Months Ended
Sept. 28, 1957 (39 Weeks) Sept. 29, 1956 (39 Weeks)
NET REVENUES AND SALES . $275,276,269 $256,379,847
Deduct:
Operating expenses and
cost of goods sold $192,403,256 $187,511,114
Selling, general and ad-
ministrative expenses 47,499,423 43,028,145
Provision for depreciation
and amortization of fixed
assets 4,383,331 4,981,726
244,286,010 235,520,985
30,990,259 20,858,862
Miscellaneous income, less miscellaneous
deductions 832,008 120,789
Income before federal taxes on income . 30,158,171 20,738,073
Provision for federal taxes on income 16,260,000 11,370,000
NET INCOME FOR PERIOD (Note 1) $ 13,898,171 $ 9,368,073
Earnings per Share (Note 2) $1.82 $1.25
Holies denote red figure
Notes:
1. As previously reported, the figures for 1956 include a provision, after applicable
tax credits, of approximately 35 cents per share in connection with the discontinuance of
the CBS-Columbia Division.
2. Earnings per share are calculated on the average number of shares, 7,651,697 in
1957 and 7,490,438 in 1956, outstanding during the respective nine month periods.
3. The 1957 results are subject to year end adjustments and to audit by Lybrand, Ross
Bros. & Montgomery.
NETWORKS CONTINUED
CHARGES 'PRESSURE'
MBS commentator Fulton Lewis
Jr. made an unusual "pitch" on his
news program Nov. 8, asking listeners
to round up "brave advertisers" for
his show in areas where the broadcast
is unsponsored. He charged "small
minority groups" have "pressured
advertisers" in some areas to drop
his show because he is considered
"controversial."
participations starting immediately to run
till Dec. 31; The Polaroid Corp. (Doyle
Dane Bernbach) has ordered 40 additional
participations beginning Jan. 6; Bymart
Tintair (Product Services) has ordered 26
participations effective immediately; Web-
cor Inc. (John W. Shaw Adv.) has ordered
21 participations effective immediately.
$500,000 in Gross New Business
Announced for Week by CBS Radio
New business and renewals amounting to
about $500,000 in gross sales were an-
nounced last week by John Karol, vice
president in charge of network sales for
CBS Radio. Spotlighting the sales activity
was the contract by American Home
Products Corp., American Home Foods
Div., New York, for 33 units of IV2 min-
utes on CBS Radio daytime dramas and
five "Impact" segments, beginning today
(Monday). The agency is Young & Rubicam.
Other new advertisers are Hearst Publi-
cations (Good Housekeeping magazine),
which bought ten IV2 -minute units of day-
time shows between Nov. 1 9-2 1 , and Hudson
Vitamin Products Corp. and Cowles maga-
zines, which signed for "Impact" segments.
Renewal orders came from P. Lorillard
Co. for weekly "Impact" segments for
13 weeks and Lewis-Howe Co. for a weekly
"Impact" segment for 52 weeks.
WMRB Signs With CBS Radio
WMRB Greenville, S. C, has joined CBS
Radio as a secondary affiliate, according to
William A. Schudt Jr., CBS Radio vice
president in charge of station relations.
WMRB, which has been affiliated with
American Broadcasting Network, reportedly
will become a primary CBS supplementary
affiliate Feb. 15, 1958. WQOK was the CBS
affiliate in the Greenville market.
ABC-TV Affiliates to Meet
For Progress Review, Planning
A meeting of all primary affiliates of
ABC-TV has been called by Oliver Treyz,
vice president in charge of the tv network,
for Wednesday at the Blackstone Hotel in
Chicago.
Mr. Treyz said the purpose is to review
ABC-TV's progress to date and to reveal
some of its plans for the future. He said
it is not a "crisis" meeting but might pro-
duce some "exciting" news, presumably
referring to undisclosed future plans.
He said he called the meeting because
he thought it is timely to review with the
affiliates developments to date and discuss
some of the planning with them. If it had
not been held now, he noted, the approach
of the holiday season would probably have
made it necessary to wait until January or
February. The Wednesday date also ties
in with Television Bureau of Advertising's
annual meeting, set for Friday in Chicago.
A meeting of the ABC-TV Affiliates
Board also is scheduled, according to Fred
Houwink of WMAL-TV Washington, chair-
man of the group.
ABC-TV's delegation will be headed by
Mr. Treyz and also will include James
T. Aubrey Jr., programming and talent
vice president; Thomas Moore, sales vice
president; Mike Foster, press information
and advertising vice president; Don Coyle,
sales development and research vice presi-
dent; Dean Linger, advertising and promo-
tion director; Don Shaw, station clearances
director, and possibly others.
The meeting will start at 9:30 a.m. in the
Blackstone Ballroom.
Special ABN Presentation
To Feature New Live Format
The American Broadcasting Network will
demonstrate its new live programming con-
cept to advertiser, agency and station affili-
ate executives at the Hotel Plaza in New
York Nov. 26 by means of a special half-
hour program featuring the principal live
entertainers now on the network [Closed
Circuit, Nov. 26].
Harold E. Fellows, president of NARTB,
will open the session, at which Robert E.
Eastman, ABN president, will be host. Head-
liners for the presentation will be Don Mc-
Neill, Herbert Oscar Anderson, Jim Reeves,
Jim Backus, Merv Griffin, Bill Kemp and
Johnny Pearson.
NETWORK SHORTS
CBS has leased six floors at 46 E. 52nd St.,
N. Y., new building now almost finished.
WHHM Memphis, Tenn., will become
primary affiliate of American Broadcasting
Network effective Sunday (Nov. 24).
Kitty Foyle, new daily dramatic series based
on Christopher Morley's popular novel, will
start on NBC-TV in January, replacing
Bride and Groom (Mon.-Fri. 2:30-3 p.m.).
The series will be Henry Jaffe Enterprises
production with Charles Irving, executive
producer.
KUMV-TV Williston, N. D., has signed with
CBS-TV under Extended Market Plan as
non-interconnected affiliate. Station is owned
by Meyer Broadcasting Co.
WOWL-TV Florence, Ala., has joined CBS-
TV as non-interconnected station under Ex-
tended Market Plan.
Keystone Broadcasting System announces
it has signed five new affiliates: WJOI Flor-
ence, Ala.; WBIA Augusta, Ga.; KBCL
Bossier City, La.; WARE Ware, Mass., and
KERV Kerville, Tex.
WCGC Belmont, N. C, announces affilia-
tion with Mutual. WCGC, which broad-
casts in Charlotte, N. C, area, operates on
1270 kc with 500 w. Station, formed in 1954
and operated as independent station since
then, is owned by Central Bcstg.
WCRT Birmingham, Ala., has signed as
affiliate of American Broadcasting Network.
WCRT, new station owned by Chapman
Radio & Television Co., begins broadcast-
ing with 1 kw on 1260 kc. It is ABN's
303rd affiliate to date.
The Next 10 Days
Of Network Color Shows
(All Times EST)
CBS-TV
Nov. 11, 26 (9:30-10 p.m.) Red Skel-
ton Show, S. C. Johnson & Son
through Foote, Cone & Belding and
Pet Milk through Gardner Adv.
NBC-TV
Nov. 18-22, 25-27 (1:30-2:30 p.m.)
Howard Miller Show, participating
sponsors.
Nov. 18-22, 26, 27 (3-4 p.m.) Mati-
nee Theatre, participating sponsors.
Nov. 18, 25 (7:30-8 p.m.) The Price
Is Right, RCA Victor through Kenyon
& Eckhardt and Speidel through
Norman, Craig & Kummel.
Nov. 19 (8-9 p.m.) The George Gobel
Show, RCA-Whirlpool through Ken-
yon & Eckhardt and Liggett & Myers
through McCann-Erickson.
®
Nov. 20 (9-10 p.m.) Kraft Television
Theatre, Kraft Foods Co. through J.
Walter Thompson Co.
Nov. 21 (7:30-8 p.m.) Tic Tac
Dough, RCA Victor through Kenyon
& Eckhardt and Warner-Lambert
through Lennen & Newell.
Nov. 23 (8-9 p.m.) Perry Como
Show, participating sponsors.
Nov. 24 (6:30-7 p.m.) My Friend
Flicka, sustaining.
Nov. 24 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Nov. 24 (9-10 p.m.) Dinah Shore
Chevy Show, Chevrolet through
Campbell-Ewald.
Nov. 26 (7:30-9 p.m.) The Pied
Piper of Hamelin, Liggett & Myers
through McCann-Erickson.
Nov. 27 (8:30-10:30 p.m.) Annie Get
Your Gun, Pontiac Div., General
Motors Corp. through MacManus,
John & Adams and Pepsi-Cola
through Kenyon & Eckhardt.
Page 92 • November 18, 1957
Broadcasting
You Can't Sell Em If You Don't Reach Em
and WJAR-TY Reaches More Of Em
in The Providence Market
— — — —
/
/
SUMMARY DATA* /
CALL
TELEVISION
MONTHLY
WEEKLY
LETTERS
HOMES
COVERAGE
COVERAGE
WJAR-TV
1,186,410
593,890
539,130
STATION B
706, 140
448,390
430,370
/
Broadcasting
November 18, 1957 • Page 93
STATIONS
Katz Agency Begins
On Expansion Project
The Katz Agency, station representative,
is expanding.
Involved are the election of three new
vice presidents, a 50% increase in office
space and the appointment of 20 more
people to the sales staff by next March 15.
Elected to vice presidential posts: Daniel
Denenholz, who is in charge of research-
promotion; Morris S. Kellner, radio sales
manager since 1952, who is in charge of
radio sales, and Scott Donahue Jr., tv sales
manager since 1952, who is in charge of
tv sales. All three are company directors.
The Katz Agency moves to larger New
York quarters March 1. The firm has signed
a lease for 25,200 square feet on the 29th
and 30th floors of a newly-constructed
building at 666 Fifth Ave. Katz now is
located at 477 Madison Ave.
The representative's current staff of 261 —
of which 162 are in New York — will be
brought up to "at least" 280 by March 15.
$100,000 in Religious Shows
Canceled by New KABC Manager
KABC Los Angeles is dropping all of
its commercial religious programming as
of the first weekend in December. Seven
network and eight local programs are
affected, a total of seven hours, 55 minutes
each week. The decision, entailing a loss of
approximately $100,000 a year in station
revenue, reportedly was made by John H.
Pace, who on Dec. 1 becomes general man-
ager of the ABN-owned outlet [Stations,
Nov. 11]. Mr. Pace also is assuming respon-
sibility for the operation of KGO, the
ABN-owned radio station in San Francisco;
DENENHOLZ KELLNER DONAHUE
According to Eugene Katz, president of
the Katz Agency, the new growth will be
necessary to maintain "comprehensive
agency, advertiser and client servicing in
the face of growing competitive require-
ments."
Mr. Denenholz, with the firm since 1931,
supervises advertising, publicity, research
and sales data activities; Mr. Kellner joined
Katz in 1932, and Mr. Donahue was sales
manager at WPIX (TV) New York before
he moved to the Katz Agency in 1950. The
client relations department continues to be
in charge of Edward Codel, who is a vice
president.
it is believed probable the same no-com-
mercial religious programming policy will
be put into effect there.
KABC will continue to carry three re-
ligious programs as a public service and
without payment. They are Message of Is-
rael, The Christian in Action and Pilgrimage.
WKTX Announces Target Date
WKTX Atlantic Beach, Fla.. has an-
nounced a Jan. 1 target date for completion
of construction. The 1600 kc facility (1 kw,
daytime) is owned by W. H. Adams Jr.,
owner of the Jacksonville Fishermen's Sup-
ply Co., and Mrs. Adams. Robert K. Lynch,
station manager and formerly engineer with
NBC and ABC, reports selection of the
WKTX staff is underway. The station will
specialize in music programmed to adult
tastes.
Pearson Opens in Des Moines,
Closes Office in Minneapolis
John E. Pearson Co. has opened an office
in Des Moines, Iowa, in the Des Moines
Building, it was announced last week by
John E. Pearson, head of the station repre-
sentative firm. At the same time the com-
pany closed its office in Minneapolis. Ac-
cording to Mr. Pearson, this move was
planned to strengthen and consolidate sales
efforts with both clients and agencies in
Minneapolis, Des Moines, Omaha, Kansas
City and Denver.
Frank Frost is to transfer from the Pear-
son office in Chicago to head the Des
Moines office. Connie Connor also is mov-
ing from the Chicago office to assist Mr.
Frost.
In another move to strengthen agency
and client contacts in the Southwest, Ralph
Widman, who has been with WFAA-TV
Dallas, was named manager of the Dallas
office effective immediately.
MR. FROST MR. WIDMAN
DATELINES
Newsworthy News Coverage by Radio and Tv
e&mm:/....: : .- =".'..* ' '
PITTSBURGH — WJAS here spent 85 cents
for toll charges and came up with a jetborne
interview with Gen. Curtis LeMay during
his record-breaking flight from Buenos Aires
to Washington, D. C, Nov. 13. News Edi-
tor Herb Morrison of WJAS, a lieutenant
colonel in the Air Force Reserve, called
Andrews Air Force Base in Washington and
was connected with the general's jet tanker
while it was flying over Venezuela. Speeding
toward its 6,325-mile record, the plane was
doing 510 miles an hour against headwinds
at the time of the interview.
SAN DIEGO — Those who , appeared on
the "People in the News" segment of This
Day on KFMB-TV San Diego, Calif., Nov.
10, weren't in the news before their tv ap-
pearance. But they and the station had got
nationwide coverage by the time of their
second appearance Nov. 13. Richard Mike-
sell, professional hypnotist of San Diego,
put housewife Billie Tatum in a trance on
the 7:30 p.m. telecast Sunday. It was the
beginning of a three-day experiment in
teaching Spanish by hypnotic suggestion.
After being exposed to recorded Spanish
lessons at the hypnotist's offices for three
days, Mrs. Tatum was brought back to take
her place once more among "People in the
News" on the Wednesday show. Quizzed by
a Spanish interpreter, Mrs. Tatum was found
to remember some of her subconscious
teaching, but no conclusions about the ex-
periment were drawn on the program.
Harold Keen, moderator of the KFMB-TV
program, later announced that "equal time"
would be granted a professor of San Diego
State College to comment on the hypnotic
test.
CHICAGO — The 100,000th newscast in a
12-year series of hourly broadcasts by
WIND Chicago, cooperating with the Chi-
cago Daily News, was ticked off at 8 a.m.
Nov. 14. Arthur Hall, general manager of
the Daily News, and Ralph Atlass, general
manager of the Westinghouse station, were
on the milestone program, presided over by
Bernie Allen, WIND'S morning news editor,
who has been with the station nine years.
Mr. Atlass and Mr. Hall profiled growth of
their outlets during their 12-year association
and looked forward to its continuation.
WALKER TALKS
Former President Harry S. Truman
was covered for the first time last week
by a WRCA New York newsman with
a walkie-talkie, and Mr. Truman ex-
pressed lively interest in the device.
In New York for a visit, he was ac-
companied by a herd of newsmen on
one of his early-morning "constitu-
tionals," including Gabe Pressman,
news director of WRCA-AM-TV New
York. He noticed Mr. Pressman's
walkie-talkie and asked what it was.
Mr. Pressman explained the device
and its functions, and Mr. Truman
quipped: "Gosh, that's the first time
I've been covered by one of those,
though one time a man covered me
while on roller skates." Mr. Pressman's
coverage of the "constitutional" was
carried live on WRCA's early-morn-
ing Pulse show.
Page 94 . • November 18, 1957
Broadcasting
You Might Swim lOO Yards in 43,9 Seconds*^—
BUT . . . YOU NEED WKZO RADIO
TO SINK YOUR COMPETITION
IN KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN!
6-COUNTY PULSE REPORT
KALAMAZOO-BATTLE CREEK AREA— MARCH, 1957
SHARE OF AUDIENCE — MONDAY-FRIDAY
6 A.M.-12 NOON
WKZO
35
Station "B"
20
Station "C"
9
12 NOON-6 P.M.
30
21
10
6 P.M.-12 MIDNIGHT
29
21
10
3%ie @<ety®l £Ptcdiwib
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN, NEBRASKA
Associated with
WMBD RADIO — PEORIA, ILLINOIS
WKZO makes the biggest radio splash in Kalamazoo-Battle
Creek and Greater Western Michigan — and the Pulse fig-
ures at the left PROVE it!
Many of our most impressive ratings are for our local
shows, with several giving up to a 41% Share of Audience.
Let your Avery-Knodel man give you the whole story.
WKZO
CBS Radio for Kalamazoo-Battle Creek
and Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representatives
* Robin Moore set this world's record in Stanford, California on May 19, 1956.
Broadcasting
November 18, 1957 • Page 95
STATIONS CONTINUED
CHANGING HANDS
ANNOUNCED
The following sales of
station interests were
announced last week. All are subject to
FCC approval.
WROD DAYTON A BEACH, FLA. • Sold
to Radio of Daytona Inc. by John S. Murphy
and James F. McDonough for $145,000.
Radio Daytona comprises Morton Bassett,
John Blair & Co. 80% and Mr. McDon-
ough, 20%. Mr. McDonough remains in
executive capacity. Station is 250 w on
1490 kc. Brokers: Allen Kander & Co. and
Chapman Co.
WTAL TALLAHASSEE, FLA. • Sold to
Victor Diehm and associates by John H.
Phipps for $149,571. Mr. Diehm and group
own WAZL-AM-FM-TV Hazleton, WHOL
Allentown and WHLM Bloomsburg, all
Pennsylvania; and WIDE Biddeford, Me.
Mr. Phipps retains WTYS Marianna, Fla.;
WKTG and WCTV (TV) Thomasville, Ga.,
and WPTV (TV) West Palm Beach, Fla.
WTAL operates on 1270 kc with 5 kw and
is affiliated with CBS. Broker: Chapman Co.
WCOS COLUMBIA, S. C. • Sold to George
H. Buck Jr. by Charles Pittman for $107,-
500. Mr. Buck and father are majority
owners of WJNO West Palm Beach, Fla.
WCOS is on 1400 kc with 250 w. Broker:
Chapman Co.
WGKV CHARLESTON, W. VA. • Sold to
Joseph L. Brechner by Walter and Jacob
Evans for $77,500. Mr. Brechner has an in-
terest in WLOF-AM-FM-TV Orlando, Fla.;
WERC Erie, Pa., and only recently sold in-
terest in WGAY-AM-FM Silver Spring, Md.
Station is 250 w on 1490 kc. Broker: Chap-
man Co.
TRACK RECORD ON STATION SALES, APPROVALS
tion is 1 kw daytime on 1270 kc. Broker:
Blackburn & Co.
WMGE MADISON, GA. • Sold to How-
ard C. Gilreath and F. K. Graham by W. C.
Woodall Jr. and others for $30,000. Mr.
Gilreath owns WVOP Vidalia, Ga. WMGE
is 1 kw daytime on 1250 kc. Broker: Chap-
man Co.
APPROVED The f°llowin8 transfers °f
station interests were ap-
proved by the FCC last week. For other
broadcast actions see For the Record,
page 127.
WTRY TROY, N. Y. • Sold to WTRY
Broadcasting Corp. (Victor W. Knauth
76.1% and Daniel W. Kops 23.9%), by C.
George Taylor, Robert T. Engles, Mowry
Lowe and Kenneth M. Cooper of Tri-City
Radio Inc. for $1,300,000. Mr. Knauth is
president and 20% owner of WAVZ New
Haven, Conn., and Mr. Kops is executive
vice president. WTRY is on 980 kc with
5 kw.~
WDLP-AM-FM PANAMA CITY, WCOA
PENSACOLA, both FLA. • Sold to Dixie
Radio Inc. (Denver T. Brannen 99.4% and
others) for a total of $400,000 ($150,000
for WDLP-AM-FM, $250,000 for WCOA)
by Perry Enterprises Inc. Mr. Brannen owns
KCIL Houma, La. and WDEB Gulfport,
Miss. WCOA is on 1370 kc with 5 kw.
WDLP-AM is on 590 kc with 1 kw. WDLP-
FM is on 98.9 mc. Both WDLP and WCOA
are NBC affiliates.
WKIX-AM-FM RALEIGH, N. C. • Sold
to Ted Oberfelder Broadcasting Co. Inc.,
(Theodore I. Oberfelder, Louis P. Randell,
Norman R. Glenn, each 25%, and Leonard
B. Frutkin and Benjamin N. Rippe, each
12.5%), by Sir Walter Television Co. for
$167,925. Mr. Oberfelder is president,
Burke Stewart Co., station representative;
Messrs. Frutkin, Rippe and Randell are at-
torneys; Mr. Glenn is editor and publisher
of Sponsor magazine. WKIX-AM is on 850
kc with 10 kw day, 5 kw night. WKIX-FM
is on 96.1 mc. They are affiliated with ABC
and MBS.
WHFI (FM) NEWARK, N. J. • Sold to
DuMont Broadcasting Corp. (licensee of
WTTG [TV] Washington, D. C, WABD
[TV] New York and WNEW New York) by
Fidelity Radio Corp. for $40,000. Comrs.
Bartley and Ford voted for a McFarland
letter on the application. WHFI (FM) is on
102.7 mc.
Box Appointment as Exec. V. P.
Of Balaban Stations Announced
Appointment of John F. Box Jr. as execu-
tive vice president in charge of the Balaban
radio stations was announced Wednesday
by President Elmer
Balaban. Mr. Box,
since 1954 execu-
tive vice president
of Bartell stations
and currently gener-
al manager of Bar-
ters WILD Boston,
also becomes man-
aging director of
Balaban's WIL St.
Louis, where he will
headquarter. Bala-
ban also owns
WRIT Milwaukee and has interests in KF3J
Wichita, WTVO (TV) Rockford, and
WICS-TV Springfield, both Illinois.
MR. BOX
KASI AMES, IOWA • Sold to Bill Evans,
Chicago freelance radio announcer, by Wil-
liam Rupe, Hollis Nordyke and Arthur
Skinner for $57,000. Station operates on
1430 kc with 1 kw daytime. Broker was
Allen Kander & Co.
WOV NEW YORK, N. Y. • Morris S.
Novik, 69% owner of 5-kw independent
WOV New York (on 1280 kc) last week
sought FCC permission to sell 19% of the
station's common stock to minority stock-
holders Georgia L. Weil, wife of Ralph N.
Weil, executive vice president-general mana-
ger, and Edna M. Hartley, wife of Arnold
Hartley, programming vice president, for
$7,600. The transaction is the result of an
option held by the Weils and Hartley when
the station was bought in August 1955 by
Mr. Novik and associates to purchase up to
50% of the station at this figure. At the
present time the Weils own 16.53% and the
Hartleys, 14.46%. If approved by the FCC,
the New York foreign-language station will
be owned 50% by Mr. Novik and 50%
by the Weils and Hartleys.
KUSN ST. JOSEPH, MO. • Sold to W. N.
Schnepp and associates by J. D. Spears for
$50,000. Mr. Schnepp is manager, KWMT
(formerly KEOK) Fort Dodge, Iowa. Sta-
SALES strategy was outlined for station
managers and sales chiefs by Gordon F.
Hayes, general manager of CBS Radio
Spot Sales, at a special day-long meeting
last week. Mr. Hayes reported that
during the first nine months of 1957 the
representation firm did business with 809
accounts, compared to 300 in 1947. Of
the 1957 total, 359 were new accounts.
With him on the dais are (1 to r) : Sam
Slate, general manager of WCBS, who
outlined his station's new programming
pattern; Edward O'Berst, research direc-
tor of CBS Radio Spot Sales, and Jules
Dundes, vice president in charge of sta-
tion administration, CBS Radio. Other
speakers (not shown) were Joseph Con-
nolly, vice president in charge of pro-
gramming, WCAU Philadelphia; sales
managers of CBS Radio Spot Sales' seven
offices throughout the country, and Fred
Heywood, sales promotion manager of
CBS Radio Spot Sales.
Page 96
November 18, 1957
Broadcasting
People are busy in
Southwestern Pennsylvania
PAYMASTER
26%
43%
55%
PENNA.
58%
but not too busy to watch
More than a MILLION TV HOMES in this rich marketing
area, and only WJAC-TV, which reaches into 63% of these
TV homes, gives you maximum coverage. In its 41-county
territory, WJAC-TV reaches 80% to 100% in 20 key counties.*
You just can't blanket Pennsylvania without including
WJAC-TV, the dominant force in the Keystone State's third
TV Market!
•Nielson Coverage Services — Report No. 2 (monthly coverage percentages)
Ask your KATZ man for full details/
Payrolls are BIG
mum
Retail sales are Booming
z_
5 "-: ■
. SERVING MILLIONS FROM
'f'Y*7 ATOP THE ALLEGHENIES J
Broadcasting
November 18, 1957 • Page
STATIONS CONTINUED
STATION SHORTS
WGN Chicago reports that it is donating
30-year library of musical arrangements to
U. of Illinois for use in its division of uni-
versity extension in teaching and research.
Library comprises 30,000 musical pieces
and will remain available to WGN for broad-
cast purposes.
WICC Bridgeport, Conn., announces Oc-
tober topped same month last year in
national advertising by more than 25%,
with local sales ahead 10%. Through Oct.
31, year's national business ran 15% above
first 10 months of 1956.
KYW Cleveland announces issuance of Rate
Card No. 11.
WEAM Arlington, Va., reports it is now on
fulltime broadcast schedule, programming 24
hours a day.
KOVR (TV) Stockton, Calif., announces
switch of transmitting operations from Mt.
Diablo to Butte Mountain. New transmitter
will boost ERP from 1.5 kw to 316 kw via
its new 399-foot tower.
WRCA-TV New York reports October gross
sales surpassed same month 1956 by ap-
proximately 20%.
CORRUGATED board solved a sound
problem for WRCA-TV Philadelphia, on
location in an office where floors and
wall were not equipped with acoustic
cushioning. Lengths of corrugated board,
provided by Samuel M. Langston Co.,
Camden, N. J., successfully cut rever-
beration for the filmed interview with
David H. Harshaw, president of John B.
Stetson Co., Philadelphia hatter. The
sequence is part of a series of interviews
with industrial leaders in connection with
the NBC Know-Your-Schools campaign.
Camera crew was provided by Photo-
Arts Productions Inc., Philadelphia.
KFMB-AM-TV San Diego appoints Tea-
well & Shoemaker Inc., same city.
WRAL-TV Raleigh, N. C, appoints Bennett
Adv. Inc., same city, local representative.
REPRESENTATIVE APPOINTMENTS
WAGM-AM-TV Presque Isle and WABM
Houlton, both Maine, appoint Kettell-Carter
as their New England sales representative.
KOSA-TV Odessa, Tex., appoints Boiling
Co.
Thoms Radio-Tv Enterprises
Broadcast Time Sales, N. Y.
appoints
Complete
Library
NOW ON
WAKR-TV
during PEAK EVENING hours
m UNITED ARTISTS
pi ||C • COLUMBIA • SCREEN GEMS
• NTA-"20TH CENTURY FOX"
AND OTHERS
yOU CAN PARTICIPATE IN THESE TOP FEATURES
AT SURPRISINGLY LOW RATES!
0M
KEN KEEGAN OR BURKE - STUART, INC
PO. 2-8811, Akron New York, Chicago, Detroit, Hollywood, San Francisco
WAKR-TV . • • WAKR-RADIO
, RADIO-TELEVISION CENTER • 855 COPLEY ROAD • AKRON 20, OHIO
Page 98 • November 18, 1957
Broadcasting
GOVERNMENT
Wasn't Trafficking,
Rounsaville Tells FCC
A profit of about $200,000, before taxes,
realized in the sale of nine stations since
1941, does not constitute "trafficking" and
"does not even approach the capital gains
involved in many single station sales."
Such was part of a sworn statement filed
with the FCC last week in behalf of Robert
W. Rounsaville, multiple station owner, in
reply to a Commission complaint which
said his latest station sale and purchase nego-
tiations raise serious question of "traffick-
ing" [Government, Oct. 28]. Mr. Rounsa-
ville added that he has never sold a radio
property for capital gain, but rather to gain
a foothold in one of the big markets while
still complying with the multiple ownership
rules, to dispose of one in financial distress
or for other legitimate business reasons.
The FCC has displayed concern over
what it describes as Mr. Rounsaville's sale
of interests in eight radio stations and acaui-
sition of others since 1944. But Mr. Rounsa-
ville replied that "the seven stations which
(he) now owns, have been owned by him
for an aggregate period of approximately
28 years."
As noted, the issue here arose when the
multiple broadcaster last August filed ap-
plications with the Commission to sell
WOBS Jacksonville, Fla., for $500,000 (he
said he is likely to have capital gains of only
$240,000 after a 13-year period of pay-
ments), and to buy WMRY New Orleans
for $250,000.
Four commissioners voted to send him a
McFarland letter indicating that neither of
the two applications can be granted with-
out a hearing. Observers believe these latest
station sale and purchase transactions have
been singled out for a possible tpst case. It
is the first time in post-war years that the
FCC has raised the out-and-out question of
trafficking on the part of a multiple owner.
Part of Mr. Rounsaville's replv included
lengthy documentation of what h° said has
clearly been a public service to most of the
communities involved. He noted that most
of his programming has been designed to
suit the tastes and interests of Negro audi-
ences in the absence of stations which do
not devote their entire format to Negroes.
Fm's Place in Radio Spectrum
Spelled Out by Fm Broadcasters
Fm's place in the radio spectrum was
spelled out last week by Fm Broadcasters,
a group of 150 fm stations, in comments
filed in the FCC's current study of the 25-
890 mc area of the radio spectrum.
The organization said there were 539 fm
stations on the air as of Oct. 31, represent-
ing an investment of at least $25 million.
It also declared there were 12 million re-
ceivers in the hands of the public, repre-
senting a minimum investment of $500 mil-
lion. It pointed to recent fm activity in New
York and Los Angeles, where applicants
for fm channels were required to undergo
comparative hearings, and to the 85 applica-
Broadcasting
Four stations
priced
NEW ENGLAND
Massachusetts single station market. 250 w. full time
in manufacturing city of 17,000. Last 12 months gross
—$93,165. Owner will take $109,000 with 29 pet. down.
Real opportunity for aggressive resident management.
MIDDLE ATLANTIC
1000 w. daytime monopoly in thriving city of 10,000.
Will gross close to $70,000 this year with good earnings
record. Price $75,000 with $25,000 down.
MID-WEST
1000 w. daytime in solid city of 35,000. Grossing at
rate of $115,000. Price of $150,000 includes transmitter
and seven acre site, plus $9,000 in net quick. Excellent
equipment. $45,000 down.
ALLEN KANDER AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
NEW YORK
CHICAGO
DENVER
1625 Eye Street N.W. NAtional 8-1990
60 East 42nd Street MUrray Hill 7-4242
35 East Wacker Drive RAndolph 6-6760
1700 Broadway AComa 2-3623
November 18, 1957
Page 99
GOVERNMENT continued
tions pending for fm stations at the end of
October.
The group noted that in 1945, when the
FCC moved fm to its present 88-108 mc
location in the spectrum, it did so after long
and intensive consideration of the best space
for the then new method of broadcasting.
The organization asked also that the FCC
maintain present engineering standards.
Fm Broadcasters, founded about a year
ago, is run by a steering committee com-
prising Ben Strouse, WWDC-FM Washing-
ton, D. C; Edward Wheeler, WEAW-FM
Evanston, 111.; Calvin Smith, KFAC-FM
Los Angeles; Merrill Lindsey, WSOY-FM
Decatur, 111., and Gardner Greene, Brown-
ing Labs., Cambridge, Mass. Leonard H.
Marks, Washington attorney, is counsel for
Fm Broadcasters.
Deadline for comments on the 25-890 mc
study is Nov. 25.
California Committee on Crime
Commends Radio for 'Discipline'
Radio alone among the mass media of
communication wins praise for acceptance
of responsibility for the effect of its pro-
grams on juveniles and for its self-discipline,
according to the Citizens' Advisory Commit-
tee to the Attorney General of California
on Crime Prevention.
A slate of 31 recommendations by the
committee, submitted to the attorney general
following a study of juvenile violence
throughout California, discusses radio, tv,
motion pictures, newspapers and comic
books, in addition to homes, schools, courts
and other public agencies. Regarding radio,
the committee comments:
"While radio cannot be said to be com-
pletely free from harmful influences, the
radio industry has, over a period of years,
been facing its responsibility to eliminate
undesirable programs and has demonstrated
that an agency of mass media can effectively
discipline itself."
Films, both in theatres and on tv, "are
increasingly concentrating on what can only
be described as education in crime . . . Tv
has a greater obligation to the public to
maintain high standards because of its access
to millions of homes. While the industry
indicates its intention to meet this obliga-
tion, this committee believes that the num-
ber of hours devoted to serious crime,
aggressive behavior and over-emphasis on
sex creates grave doubt that they are in fact
doing so."
The report urges newspapers to "handle
crime statistics with greater caution and
avoid sensationalism in reporting juvenile
offenses." It charges that "too many comic
books, to a far greater degree than comic
strips in the press, over-emphasize brutality,
aggression and other undesirable forms of
behavior."
The committee recommends "no legisla-
tion or censorship" for mass media but asks
the attorney general to urge the state
legislature to appoint a committee to study
the effect of mass media on crimes of juve-
nile violence.
Page 100 • November 18, 1957
WIDE WIDE WHIRL
A 500-mile-high astronomical space
platform, carrying a giant 36-inch tele-
scope whose pictures would be trans-
mitted to earth via television, is one of
the projects in the early planning stages
by the Navy.
Tentatively scheduled for launching in
about four years, the $500,000, one-ton
platform would circle the earth once
every 90 minutes with its telescope peer-
ing out into the galaxy. It would have a
life of 20 years, it was estimated. At-
tached to the eyepiece would be a stand-
ard vidicon camera modified for 1,000-
line definition, which would feed into a
transmitter for direct broadcast to astron-
omers on earth. Not yet determined is the
power or wavelengths to be used for this
tv function, but Navy and industry scien-
tists have indicated that regular, commer-
cial equipment would be used. Power
would be gained through solar batteries,
it was explained. The telescope would be
electronically focused from earth.
The Navy's plans were made known
by Dr. Martin Spitzer, professor of as-
tronomy at Princeton U. Dr. Spitzer is
chief adviser on astronomic problems to
the Office of Naval Research. Dr. Spitzer
also disclosed that film cameras have been
used in 83,000-foot balloon nights in re-
cent months. Getting a telescope this far
above the earth's atmosphere has resulted
in clearer views of the sun and stars,
Dr. Spitzer explained.
Radio-Tv Columnist Sentenced;
She's Released Pending Appeal
Radio-tv columnist Marie Torre of the
New York Herald-Tribune Tuesday was
held in criminal contempt of court and
sentenced by U. S. District Judge Sylvester
J. Ryan to 10 days in jail. Miss Torre, how-
ever, a witness in the $ 1 .4 million libel and
breach of contract suit filed by actress Judy
Garland against CBS Inc., was released in
her own recognizance pending determination
of appeal.
Miss Torre earlier had been asked by the
court to name the unidentified CBS "source"
who, according to the complaint filed by
Hess, Mela, Segall, Popkin & Guterman,
Miss Garland's counsel, allegedly had made
disparaging remarks about the star. When
Miss Torre declined on constitutional
grounds, the court served a show-cause
order on the columnist. Miss Torre again
refused. Her quotation from the CBS execu-
tive ran in a Jan. 10, 1957, column in part
about Miss Garland's proposed CBS-TV
spectacular which never came off.
The columnist's counsel, Cahill, Gordon,
Reindel & Ohl, Tuesday filed an appeal with
the second Circuit Appellate Court in New
York. Sheldon Oliensis of CGR&O said he
and his associate, Mathias F. Correa, are
prepared to take the appeal to the U. S.
Supreme Court, if necessary, to establish
once and for all whether a reporter can be
forced to identify confidential sources. The
law firm argues that if Miss Torre is com-
pelled to name her source, it not only would
be an encroachment on the press but also a
"possible interment of the right of the
public to read all the news."
Lionel Popkin, Miss Garland's attorney,
said that if Miss Torre is sustained, his
associates will be prepared to call to the
stand "all CBS chief executives" and "con-
front them" with Miss Torre.
The appeal probably will not be returned
until early next year.
Movies or No, It's Pay Tv
At Bartlesville, Says Longer
Sen. William Langer (R-N. D.) doesn't
care what Henry Griffing, president of
Video Independent Theatres Inc., calls his
method of distributing motion pictures to
televiewers — it's pay tv to the senator, and
he's against it.
.In a Nov. 1 3 letter to Mr. Griffing, Sen.
Langer said Telemovies, which is what
Video Independent terms its movie distri-
bution system, is the same as any other form
of subscription tv and he is going to intro-
duce a bill in Congress in January to pro-
hibit any form of toll tv, off-the-air or
wired. Sen. Langer's letter was in response
to a communication from Mr. Griffing last
month explaining the difference between
toll tv and Telemovies [Special Report,
Nov. 4]. The North Dakotan said:
"I wish to assure you that I am fully
aware of the various forms of pay-as-you-
see television, be it toll television, Tele-
movies, or whatever name you wish to give
it. The important thing in my mind is that
the public will have to pay under any
method of transmitting programs through
television sets. Telemovies, as you call it,
can be wired or wireless and can be ex-
panded to include tele-boxing, tele-baseball,
tele-grand opera, tele-musicals, and on and
on until programming to be transmitted to
free television will be impaired and the tele-
vision public will be damaged."
Hearing May Be Necessary
On WTVQ (TV) Sale, Says FCC
Loren Berry and Ronald B. Woodyard,
who more than four years ago filed for FCC
approval of the sale of ch. 47 WTVQ (TV)
Pittsburgh to Edward Lamb, last week
were notified by an FCC McFarland letter
that a hearing may be necessary on the sale.
In the letter, the FCC said the permittee's
principal reason for not proceeding with
construction of the station (awaiting FCC
action on the transfer) does not meet re-
quirements of the Communications Act.
Any delay in constructing WTVQ has been
due to a voluntary decision, FCC said.
Sale of WTVQ for $5,000 to Mr. Lamb
was filed at the FCC July 22, 1953. The
station, which was granted in 1952, has
never been on the air.
A second McFarland letter informed
Storer Broadcasting Co. that its application
for modification of the construction permit
of WSPD-TV Toledo, Ohio, appears to
necessitate a hearing. This is indicated, the
Commission said, because the proposed
modifications would make the Grade A
contour of WSPD-TV overlap substantially
Broadcasting
CHOOSE GATES BC-5P
STATISTICAL EVIDENCE
INDICATES THAT THE
GATES BC-5P IS THE
NUMBER ONE 5 KW
TRANSMITTER
IN THE INDUSTRY!
REASON:
GATES BC-5P
ACCOUNTED FOR 61%
OF ALL NEW 5 KW
TRANSMITTERS
SOLD SINCE
JANUARY 1, 1957*
B5m
ZJke M-ark 0/ Quality.
According to statistical information, the BC-5P is the transmitter that more U. S.
stations are purchasing this year than that of all other makes combined!
WHY? Because without a doubt, this is the finest 5 kilowatt transmitter on the
market today, and station managers and engineers throughout the nation recog-
nize its leadership. They know that this is a quality product ... a transmitter
superior to all others. If sixty-one percent of all U. S. stations installing a new
five kilowatt transmitter purchase the Gates BC-5P, you know that its reputation
for dependability and outstanding performance are not just claims made by
Gates, but are facts substantiated by an overwhelming customer preference!
Why don't you get all the information on this industry leader? Contact the
Gates Radio company today for complete details on the BC-5P 5kw transmitter.
"Statistics compiled through October 1, 1957, from 5 KW sales
records maintained by Gates, which are assumed to be accurate.
Stations purchasing Gates
BC-5P in 1957 include:
WUK
KPIK
WYZE
WFST
KLPM
WML
WTIC
WHGR
WTAL
WCAS
WLBZ
WOKJ
KVBC
KDMS
KWYR
KPRC
WCBG
WMSJ
WQIC
WPVA
KATZ
KELA
WACt
KBHS
WRFC
WCPC
KSTR
WMMA
WNAE
WHIY
GATES RADIO COMPANY, Quincy, ill., U.S.A.
MANUFACTURING ENGINEERS
OFFICES — NEW YORK - WASHINGTON D. C. -
INTERNATIONAL DIV., 13 East 40th St., New York City —
SINCE 1922
LOS ANGELES - HOUSTON - ATLANTA
In Canada, CANADIAN MARCONI COMPANY
Broadcasting
November 18, 1957 • Page 101
GOVERNMENT continued
PERSONNEL RELATIONS
with the signal of Storer's WJBK-TV
Detroit.
WSPD-TV has requested a transmitter
site 6Vz miles northeast of Toledo and an
increase in antenna height from 510 to 1,000
feet, with a power of 316 kw.
Government Lifts Prohibition
On Photos in Federal Buildings
The General Services Administration has
removed restrictions on taking news photo-
graphs in public areas of federal buildings,
Rep. John E. Moss (D-Calif.), chairman of
the House Government Information Sub-
committee, announced last week. The new
GSA order, signed by Administrator Frank-
lin G. Floete, states:
"News photographers may, without prior
permission, take any pictures they desire in
public space controlled by the General Serv-
ices Administration, in single or multiple
occupancy public buildings, except where
applicable security regulations or a federal
court order or rule prohibits such photog-
raphy."
GSA is the government agency charged
with ownership and maintenance of federal
buildings.
In announcing the new order in a letter
to Rep. John Bell Williams (D-Miss.), who
had registered a protest with the subcom-
mittee against the camera ban, Rep. Moss
said his subcommittee had asked Mr. Floete
to make sure that "unjustifiable restrictions
would not be placed on photographic access
. . ." to federal buildings. "The people have
the same right of photographic access to
information as they have to information
gathered by pad and pencil reporters," Rep.
Moss pointed out.
The rescinded order required that "per-
mission of the GSA building superintendent
or custodian must be obtained to take photo-
graphs" in all corridors, lobbies and other
sections of federal buildings. Photographers
then could take pictures only "of murals or
historic or other features" of federal build-
ings, according to Mr. Floete.
KBET-TV Modification Grant
Set for Hearing by FCC
The FCC last week set for hearing its
Dec. 9, 1954, action granting KBET-TV
Sacramento, Calif., a modification of its
construction permit. The action complied
with a mandate by the U. S. Appeals Court
in Washington, D. C.
The modification had been protested by
McClatchy Broadcasting Co. (KFBK Sacra-
mento), losing applicant for the ch. 10 facil-
ity held by KBET-TV. The case, with a long
history of litigation, has been before the
courts — and the FCC — several times since
KBET-TV received the ch. 10 grant in
October 1954. This grant was upheld by the
appeals court early in 1956 [Government,
Jan. 30, 1956].
The FCC approved the KBET-TV applica-
tion to move its transmitter site and decrease
antenna height less than 60 days after the
original grant! McClatchy appealed this ac-
tion and asked for a hearing which was
denied by the FCC on the ground Mc-
Clatchy had no further standing in the case.
The losing applicant then appealed again
to the court, charging that the modification
constituted a fraud.
On this appeal, the court ruled in favor
of McClatchy and returned the case to the
FCC [Government, Oct. 22, 1956]. As a
result, the Commission last week scheduled
a hearing on the KBET-TV modification to
determine, among other things, if KBET-
TV and/ or its president, William P. Wright,
made false representations to the FCC. Mc-
Clatchy was made a party to the proceedings.
In the same order which set the case for
hearing, the FCC denied a second Mc-
Clatchy request that the modification grant
be stayed pending a final disposition of the
case.
FCC Sets New England Trip
To Inspect Uhf Operations
A field inspection trip of uhf operations
in New England is scheduled by the FCC
this Friday.
Sponsored by the uhf Committee for
Competitive Television, five FCC commis-
sioners plus top staff members will inspect
ch. 22 WWLP (TV) Springfield, Mass., its
satellite ch. 32 WRLP (TV) Greenfield,
Mass., and its ch. 79 translator in Clare-
mont, N. H. WWLP also holds construction
permits for translators in Lebanon, N. H.
(ch. 81), which includes Hanover, N. H.,
and White River Junction, Vt., and in New-
port, N. H. (ch. 71).
Scheduled to participate in the 24-hour
flying trip are FCC Chairman John C.
Doerfer and Comrs. Frederick W. Ford,
Richard A. Mack, Robert T. Bartley and
Rosel H. Hyde. Among staff executives are
Harold G. Cowgill, Broadcast Bureau chief,
and Mary Jane Morris, FCC secretary. Also
among the guests are Dr. George W. Town,
executive director, Television Allocations
Study Organization, and Nicholas Zapple,
professional staff member (communications)
of the Senate Commerce Committee.
FM Unlimited Favors Retention
Of FCC Multiplex Requirement
FCC was asked Thursday to deny WPEN-
FM Philadelphia's petition for deletion of
a Commission rule requiring fm stations
engaged in functional music to convert to
multiplex by Jan. 1 [Government, Nov. 4].
Filed in the form of an "open letter" to
the FCC by FM Unlimited Inc., Chicago,
sales and promotion representative firm for
30 fm outlets, the petition also asked for
a re-examination "of the entire fm picture,"
because of the multiplexing situation and
the interest of non-broadcast services in
"all or part" of the fm band. It was signed
by Charles Kline, FM Unlimited president,
and sent to individual commissioners.
The petition represented an all-out attack
on background music operators, who were
charged with feeling "they are responsible
for the success of fm." It claimed the
WPEN-FM petition poses a battle-line be-
tween "genuine broadcast service for the
public" and the "use of fm channels for
specialized services not intended for the
public."
WPEN-FM had claimed that, unless the
FCC rule is deleted, fm stations will be un-
able to continue operation.
RTDG-NABET Dispute at NBC
Goes to Mediator George Meany
The Radio & Television Directors Guild
and the National Assn. of Broadcast Em-
ployes & Technicians had until last Friday
to submit various memoranda to arbitrator
George Meany, president of the AFL-CIO,
to support their respective positions on their
dispute governing instructions to technical
crews working on NBC-TV programs [At
Deadline, Personnel Relations, Nov.
11].
Both unions indicated they would have
their briefs in Mr. Meany's hands by the
deadline and have pledged to abide by the
outcome of arbitration. At a meeting with
the unions on Tuesday, Mr. Meany said a
decision would be issued "shortly" after he
received the memoranda.
The dispute began the weekend of Nov.
1-2 when RTDG decided to implement a
right it claims it has in its contract to give
instructions on programs directly to NABET
crewmen without liaison with NABET tech-
nical directors. By tradition, for more than
10 years, directors had operated through
technical directors at NBC-TV. On Nov. 8,
RTDG personnel walked off NBC-TV pro-
grams, charging a "lockout" because the
network asked directors to operate under
the conventional system. The following day,
an agreement was reached to submit the
dispute to arbitration and to continue the
traditional system of operation until the
arbitrator's decision is announced.
Chicago AFM Local Nominates
Petrillo for New Five-Year Term
James C. Petrillo was a shoo-in last week
for a new five-year term as president of the
American Federation of Musicians Local
10, Chicago, starting next Jan. 14.
Approximately 300 of Local 10's 12,000
members attended a meeting for nomina-
tion of officers. Mr. Petrillo, who has been
president of the AFL-CIO American Federa-
tion of Musicians 1 7 years, was renominated
Wednesday without opposition with his
election a mere formality.
Mr. Petrillo disclosed he makes $20,000
a year as head of the parent musicians un-
ion and $26,000 as head of Local 10. He
said he favors regulation for proper control
of international and local union treasuries
to "prevent misuse of dues." Mr. Petrillo,
vice president of the AFL-CIO, also favors
other corrective labor laws, including pro-
posed legislation on pension and welfare
funds.
WCKY Charges Secondary Boycott
Unfair labor charges have been filed by
WCKY Cincinnati against the American
Federation of Television & Radio Artists
and its Cincinnati local, according to the
National Labor Relations Board. The sta-
tion charges AFTRA is causing a secondary
boycott through transcription firms which
service WCKY. Seven announcers, members
of AFTRA, have been on strike since Aug.
28. Earlier, the union filed an unfair labor
charge against the station but withdrew it
Sept. 18.
Page ,102 • November 18, 1957
Broadcasting
On the set of "I Love lucy," (tarring Lucille Ball and Oeei
Arnaz. The/nation's Number 1 TV show for 1931, 1952 a*4
1953 is a pioneer of the technique of filming it* program a* •
live show with audience. Desilu Production* use* three Mfohaf
^*35mm BNC camera* in filming "I Love lucy."
TWU SISOW
nee
It takes more than just a good script to insure the success
of a top-rated network program. The on-stage performances of
the stars and supporting cast must be outstanding,
carefully timed, superbly directed. And the camera must
perform flawlessly in its vital role of recreating the
superior quality of the show for millions of TV viewers.
Mitchell cameras— internationally famous— provide the
matchless photographic performances so necessary to the
successful making of the finest theater quality films.
That is why, wherever top quality filming is the foremost
consideration, Mitchell Cameras are to be found . . .
bringing success into focus.
MITCHELL The only truly Professional Motion Picture Camera
Calif. • Cable Address: MITCAMCO
shown throughout the world are filmed with a Mitchell
November 18, 1957 • Page 103
'
Joan Davis on the set of "I Married Joan,"
produced by P. J. Wolfson and appearing
on NBC. Three Mitchell 35mm BNC cameras
are used on this top TV show, which is in
its 2nd year. Jim Backus plays the male lead.
Dennis Day, star of "The Dennis Day Show,"
a top-rated NBC program. Originally "live,"
this series is in its second year, and is now
produced on film by Denmac Productions,
using a Mitchell 35mm BNC camera.
PHILCO TLR-6
Provides Maximum System Reliability
Philco TLR-6 microwave provides economical
transmission of NTSC compatible color or
monochrome TV signals . . . plus full audio
channel. Here is a completely modern micro-
wave system . . . especially designed to meet
the needs of community TV operators for
thoroughly dependable operation.
TLR-6 delivers 1 full watt output. Heavy
duty power supply insures outstanding opera-
tional reliability in continuous unattended
service.
Philco TLR-6 provides S-T-L relaying in the
5900 to 7400 mc bands. All components
mount in standard 19" racks. Unitized circuit
construction simplifies maintenance. Built-in
test and metering circuits in the new TLR-6
equipment assure uninterrupted service at
all times.
Here is reliability of performance unaffected
by severe weather, free from the many limita-
tions of wire and pole lines, unhampered by
problems of difficult terrain, over-water trans-
mission or expensive rights-of-way.
Philco engineers will be happy to help you
with your special Microwave requirements.
Please contact us for further information.
Look ahead . . . and you'll choose Philco.
MICROWAVE
for Unattended TV Relaying!
• Highly reliable, unattended one-
watt operation
• Field proven in extended multi-
hop applications
• True repeater permits top quality,
long haul operation
• Highest power in the industry
• Full voice channel multiplexing
• Philco offers complete turnkey
service . . . surveys . . . installa-
tion . . . maintenance
Write for Specification Sheet which describes
the new Philco TLR-6 microwave system.
At Philco, opportunities are unlimited in electronic
and mechanical research and engineering.
PHILCO.
Government & Industrial Division
Philadelphia 44, Pennsylvania
In Canada: Philco Corporation of Canada Limited, Don Mills, Ontario
PROGRAMS & PROMOTIONS
Sullivan Develops New Strategy
As Warner Notes Trendex Score
As an obvious pitch for a bigger share of
the youthful audience, CBS-TV's Ed Sulli-
van Show (Sun., 8-9 p.m. EST) last week
announced it has signed "a host of singing
stars whose recordings have captured the
interests of the nation's youth" for appear-
ance during the first half-hour of each
program. Artists include Sam Cooke ("You
Send Me"); Eberly Brothers ("Wake Up
Little Susie") and the Rays ("Silhouette")
among others.
The Sullivan announcement came as
Warner Bros, announced that its western
Maverick on ABC-TV in the same period
had "won a stunning double victory over
both the Ed Sullivan and Steve Allen shows
(NBC) in the weekly Sunday evening Tren-
dex battle." Warner Bros, said Maverick
hit 22.1, Sullivan 16.7 and Allen 13.8 Nov.
10. Warner boasted Maverick achieved in
eight weeks on the air "what no other show
has been able to accomplish in almost nine
years."
KYW-TV Marches for MGM Movie
A live lion was used to lead a street
parade in Cleveland honoring the MGM
film, "Thirty Second Over Tokyo" shown
on KYW-TV Cleveland Nov. 6. The Civil
Air Patrol gave a display of precision
marching, while CAP aircraft flew overhead.
Also in the parade through the city were an
Air Force color guard and vehicles, a bevy
of models in 1958 convertible cars, an MGM
float, drum majorettes and an Irish wolf-
hound. The commander of Cleveland's Air
Force Recruiting Office presented a certifi-
cate of merit to KYW-TV for showing th&
film about the Air Force.
KPHO-TV Promotes With Twins
Identical twin girls appeared on behalf
of KPHO-TV Phoenix at the opening of the
Arizona State Fair Nov. 2. The 17-year-old
brunettes distributed bright green lollipops
imprinted with the station's "Channel 5"
as they toured the fairgrounds. The girls
wore short white flared costumes trimmed
with green "5's" and carried banners identi-
fying them as the "KPHO-TV Twins."
ABN Runs Affiliates Contest
American Broadcasting Network last
week circulated a plea for promotional ideas
to ABN affiliates in the form of a contest.
Each month ABN promotions and exploita-
tions department will award $25 to the pro-
motion director submitting the "best pro-
motion or exploitation idea of the month."
Contest will be repeated each month with
winning ideas being circulated among other
affiliates. Entries will cover station promo-
tion, personality promotion, merchandising
tie-ins, stunts and gimmicks.
Romeo & Juliet Opinion Asked
WTIC-TV Hartford, Conn., presented J.
Arthur Rank's 2-hour, 20-minute "Romeo
and Juliet" film without cuts Nov. 3. The
station undertook this so students of Shake-
speare could see the film in its entirety.
The station circularized colleges and second-
ary schools inviting faculty and students
to render individual critiques of the movie
to assist in formulating future program,
concepts.
The House That WOOD-TV Built
For four months viewers of WOOD-TV
Grand Rapids, Mich., have been watching
progress of its building plan. The promotion
was designed to familiarize the public with
the "Flexibilt" homes the station has been
constructing at Lansing, Mich. Viewers
saw the houses grow from one-bedroom
dwellings to homes with 3-4 bedrooms via
remote telecasts and daily five-minute film
reports. More than 20,000 visitors have
been attracted to the building site. The
WOOD-TV houses also were built in Mus-
kegon and Grand Rapids.
WRBL-TV Tells 10th About Home
The Army's 10th Infantry Division, now
stationed in Germany, is slated for assign-
ment to Fort Benning, Ga., so nearby
WRBL-TV Columbus has sent Rozell
Fabiani, its women's director, to Germany
to give the 10th Division a view of the
area to be their new home. She will show
a film, prepared by WRBL-TV showing
Columbus areas of interest to the military
man and his family such as recreational fa-
cilities, schools, churches shopping centers,
housing and other places. Upon returning,
she will present similar information to per-
sonnel of the 3rd Division prior to its re-
placement of the 10th in Germany.
KOBY and KITE Air Space News
KOBY San Francisco and KITE San
Antonio have instituted newscasts solely
devoted to space news. KOBY's is produced
by its news staff with special rrfaterial from
the Stanford U. News Service, the Ameri-
can Rocket Society and AP. Both the sta-
tion's Spacecasts include: recordings from
satellites, answers to listeners' question and
news on developments of man's exploration
of the universe. KOBY's Spacecast is aired
at 7:55 a.m. and KITE'S at 5:33 p.m.
seven days a week.
'Educated Man' in Three Lessons
The Educated Man, a three-program tv
series which raises the question, "What is an
educated man?" has been produced by
Columbia U. and the Metropolitan educa-
tional Tv Assn., for telecasting on Meta
Presents (WPIX [TV] New York Nov. 12,
19, and 26, 11:30-12 noon). Two Columbia
U. professors, Charles Frankle, department
of philosophy, and Quentin Anderson, de-
partment of English, will participate in the
three programs, discussing theories and
ideas, past and present, that "dominate our
thinking about the educated man."
KICD Spencer, Iowa, is doing something
about the weather. The station has in-
stalled its own radar equipment to keep
listeners within a radius of 60 miles in-
formed of the movement of violent
weather.
The set is surplus naval equipment
modified for stationary use, with a larger
radar scope installed. AT LEFT, the con-
sole has original equipment receiving bay
with radar scope above; below, engineer-
added controls, remote panel and larger
radar scope. The latter spreads details
of the received "pips" over a larger area
for better interpretation and easier cor-
relation with maps. AT RIGHT, Chief
Engineer Eldon Kagano (1) and assistant
engineer Verne LaBrayere, who installed
the set, boost the "blister" to show "dish"
sending-receving antennas. These are
mounted atop a 50-foot tower.
KICD decided to install the radar after
tornadoes swept the county last June.
The station has been running practice
tracks since last month, checking rain
predictions with the U. S. Weather Bu-
reau at Sioux Falls and through listeners
in the areas checked who call in to verify
the prediction. In this way, KICD per-
sonnel expect to be "on the beam" when
more violent weather hits in spring and
summer.
Page 106
November 18, 1957
Broadcasting
Symbol
We rather like this photo of our Floyd Conn . . .
we think it's symbolic.
Here Floyd, who is a Western Electric installer,
is soldering telephone cable in a new Bell central
office . . . helping install dial switching equipment
made at our factories. And the connection he makes
symbolizes the close bond that exists between
ourselves and Bell telephone communities— includ-
ing yours — through telephone service.
Each month, Western Electric installers are busy
on about 4,000 separate jobs in over 500 cities and
towns across the country . . . making additions,
modifying equipment, changing manual switching
equipment to dial service — to mention a few. By
working closely with Bell telephone companies —
as we have now for 75 years as the manufacturing
and supply unit of the Bell System — we become
part of the community's Bell telephone service.
Broadcasting
November 18, 1957 • Page 107
PROGRAMS & PROMOTIONS
CONTINUED
W
Illinois' No. 1 market, outside Chicago,
is prosperous Peoria area— where your
TV commercials have greater impact than
in New York, Los Angeles, Philadelphia,
St. Louis or 78 other big TV market areas!
Sets-in-use actually average 30.4% —
sign-on to sign-off— one of the nation's
most phenomenal ratings! (ARB Jan., Feb.,
Mar., '57)
And in this No. 1 market, there's a No.
1 station— with the top programs, the top
power (500,000 watts), the top tower (660
feet) and the top ratings:
AVERAGE RATINGS
QUARTER-HOUR
DOMINATION
WTVH
Station B
WTVH
Station B
Morning
9.1
7.2
71
38
Afternoon
12.1
11.2
87
75
Evening
30.1
21.5
133
33
(ARB 3/57)
^Pyppf i^y^r
CHANNEL 19
PEORIA, ILLINOIS
o*f;|iSl«d with PtORIA JOURNAL STAR
£DW. PETRY & CO.
NATIONAL REPS
ALL FIVE Columbia radio stations (WCOS, WIS, WNOK, WMSC and WOIC) co-
operated in the city's "Million Dollar Days" promotion, during South Carolina
Fair Week. The governor and the mayor of Columbia attended the occasion which is
built around the U. of South Carolina vs. Clemson College football game. The local
Chamber of Commerce retained Tom Daisley Advertising Agency to plan and
coordinate the outdoor and radio phase of the promotion. The agency used a satura-
tion spot campaign in which 625 announcements were made for the 62 merchants
participating in the Fair Week promotion. Pictured at an agency-station planning
meeting are (1 to r) : W. H. Mende, assistant manager, WOIC; Betty Blair, account
executive, TD Adv.; Tom Daisley, president, TD Adv.; Gerry Quick, sales manager,
WNOK; (standing) : Hub Terry, sales manager, WCOS; James H. Whitaker, sales
manager, WIS, and Miller Montgomery, sales manager of WMSC.
KEYT Goes Gardening With Gordon
A garden at KEYT (TV) Santa Barbara,
Calif., studios is the scene of its new
Gardening With Gordon show, which
started Nov. 15. Well-known western gar-
dening authority Gordon Baker Lloyd and
his wife, Sassy, joined the station to present
the show, which stresses practical garden-
ing for beginners, plus information and
demonstrations for the care of indoor
plants, shade plants lawns, soil development
and advanced study for more active garden-
ers. A special feature is the issuance of
printed matter concerning the topic dis-
cussed on each week's program.
CHWO Feeds Breakfast to 250
When the local electric power commission
announced that power would be off during
the morning hours on Nov. 2, CHWO
Oakville, Ont., told listeners it would con-
tinue broadcasting directly from the trans-
mitter site, rather than from studios where
power would be cut. Discussing how CHWO
would handle the morning programs, the
announcer said the staff would be fed bar-
becue style at the transmitter site. That
morning 250 listeners, some from 25 miles
away, turned up for breakfast at the trans-
mitter. They thought they had been invited.
The CHWO staff prepared enough food and
drinks for all.
WGN-TV's 'Supermarket Quiz'
A daily Supermarket Quiz has been
launched by WGN-TV Chicago. Each day
Jack Brickhouse emcees a telecast from a
different supermarket, interviewing home-
makers, supervising games and quizzes and
presenting prizes. The station describes the
undertaking as a substantial engineering
and production remote. To call attention
to its new series, WGN-TV sent out baskets
of food products which are advertised on its
facilities to members of the trade. Among
the stores visited are those operated by Na-
tional Food Co., Kroger Co. and Jewel Tea
Co.
Pigeons Promote WINE in Buffalo
Fifty leading Buffalo advertisers and re-
tailers each received a beribboned box from
WINE Buffalo, N. Y., inside which they
found a live homing pigeon'. Each recipient
was asked in an accompanying note to put
a message in the tube on the bird's leg and
release it. The pigeons winged their way
back to the loft near WINE's studios. Sev-
eral orders were placed as a result of this
unusual promotion.
TV FREEDOM FIGHTERS
KOOL-TV Phoenix, Ariz., the sta-
tion that some time ago adopted the
battle cry, "See it free on KOOL-TV,"
has organized a speaker's bureau as
the latest step in its mobilization
against toll television. Staffers who
will speak "anytime, anywhere" on free
television are Homer Lane, assistant
general manager; Kenneth Morton,
station manager; Jack Murphy, assis-
tant manager; Jack Ware, news editor;
Ralph Painter, news photographer, and
Don Harvey, news commentator.
Page 108
November 18, 1957
Broadcasting
THE COLLINS MAN IS I C WITH YOUR RADIO STATION, SIR.
Everything you need to get on the air fast with the strongest,
cleanest signal . . . from microphone to antenna. Collins
is a single, complete source of broadcasting equipment.
CREATIVE LEADER IN COMMUNICATION
Broadcasting
November IS, 1957 • Page 109
GET THIS
The latest Nielsen Survey shows
that KTBS-TV, Channel 3,
Shreveport, Louisiana, gives you
a bonus of 13,120 MORE TV
HOMES than reached by Station
B.
This gives you a bonus spendable
income of MORE THAN $52,-
000,000.00* in this rich South-
west market with a total spend-
able income of more than $1 ,-
323,801,000.00.
* Sales Management June, 1957.
Your BONUS Station
With Maximum Power
KTBSJl'
CHANNEL
SHREVEPORT
LOUISIANA
E. NEWTON WRAY,
President & Gen. Mgr.
NBC and ABC
Represented by
Edward Petry & Co., Inc.
Page 110 • November 18, 1957
PROGRAMS & PROMOTIONS continued
Steelworkers Complete Lineup
For Tv Program on 29 Stations
The debut of United Steelworkers Tv
Meeting of the Month was completed in
29 markets yesterday (Sunday) as the AFL-
CIO union rounded out the station lineup
for its new half-hour film show.
The program, first seen in some markets
Nov. 10, is designed to show union opera-
tions and labor issues to both membership
and public, according to David J. Mc-
Donald, president of the steelworkers, who
listed another goal as encouragement of
membership to attend local meetings.
Carrying the half-hour program are
WLWA (TV) Atlanta; WMAR-TV Balti-
more; WGLV (TV) Easton, Pa.; WBRC-
TV Birmingham, Ala.; WHDH-TV Boston;
WGR-TV Buffalo, N. Y.; WKRC-TV Cin-
cinnati; WEWS (TV) Cleveland; WJBK-TV
Detroit; WDSM-TV Duluth, Minn.; WBKB
(TV) Chicago; WTPA (TV) Harrisburg,
Pa.; KPRC-TV Houston; WTTV (TV)
Bloomington (Indianapolis); WJ AC-TV
Johnstown, Pa.; KCOP (TV) Los Angeles;
WISN-TV Milwaukee; WPIX (TV) New
York; WFIL-TV Philadelphia; KDKA-TV
Pittsburgh; KCSJ-TV Pueblo, Colo.; KTVT
(TV) Salt Lake City; KGO-TV San Fran-
cisco; KTVW (TV) Seattle; KTVI (TV) St.
Louis; WTVT (TV) Tampa, Fla.; WTTG
(TV) Washington; WSTV-TV Steubenville,
Ohio-Wheeling, W. Va., and WFMJ-TV
Youngstown, Ohio.
THE NEW
IN TELEVISION
"'3, * •v/fWi// •
MAPS, molded to the exact dimensions
of the area covered by WVUE (TV)
Wilmington, Del., are being used for the
dual purpose of information and promo-
tion. Advertisers are shown the colorful
maps to provide them with the informa-
tion needed to supply their products in the
station's' signal area.
WEW&WKYB Adopt Selassie Tactics
WEW St. Louis and WKYB Paducah
are mailing out Haile Selassie's Mobiliza-
tion Order when Ethiopia was invaded by
Mussolini as part of a sales promotion cam-
paign. The order reads:
"The country is now mobilized. All men
and boys able to carry a spear will report
immediately for active duty. Married men
will bring their wives to do the cooking
and men that are not married will bring any
GUESTS of WFGA-TV Jacksonville,
Fla., at its weekend dedication cere-
monies Nov. 8-9 went to the Florida-
Georgia football game Saturday in the
'Gator Bowl also as guests of the Florida-
Georgia Television Co., which has been
telecasting on ch. 12 since September.
Front row fans (1 to r): Jesse H. Cripe,
WFGA-TV station manager; H. Preston
Peters, president, Peters, Griffin, Wood-
ward Inc., national representative for
WFGA-TV, and Thomas E. Knode, NBC
vice president, station relations.
Several hundred attended the WFGA-
TV weekend party from ranks of local
and state governments, Congress, NBC,
PGW, RCA, NARTB, national trade pub-
lications and others. Mr. Cripe, Mr.
Knode and Mayor Hayden Burns of
Jacksonville appeared with the station
staff on the dedication telecast Friday
evening. After the ceremonies, station
guests adjourned to the George Washing-
ton Hotel for a reception and buffet
supper. The public, invited to see the
new WFGA-TV studios Sunday and
Monday, turned out 5,000 strong. One
drawing card was the porpoise Jaxie
(embodying WFGA-TV's ID mascot),
who was brought from Marineland, Fla.,
and installed in a tank outside WFGA-
TV studios.
Broadcasting
"Microphones Make the Difference!"
...says A. FRIEDENTHAL
Chief Engineer, W J R, Detroit
......... . . ...... ...
modernizes with
. . because of their quality of
reproduction, and amazing economy."
"After checking repair and maintenance costs, we
changed to Electro -Voice one year ago. Frequency of
repair and cost of repair was five to six times as
great on other brands," says Mr. Friedenthal. "Now,
Electro -Voice is the WJR microphone."
Since 1927, WJR, The Goodwill Station, has been
active in the development and construction of
equipment best suited to the broadcasting art.
Much of this equipment utilizes basic Electro-
Voice components — proof of one of the country's
leading station's faith and confidence in Electro-
Voice broadcasting equipment.
■■■■ .
MODEL 666 BROADCAST CARDIOID DYNAMIC
with REVOLUTIONARY VARIABLE -D DESIGN!
WJR STUDIOS AND MOBILE UNITS
USE 47 ELECTRO- VOICE MICROPHONES!
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TTTTTTTT
TT TTTT TT
16 E-V Model 650 Dynamic Microphone-
6 E-V Model 646 Dynamic Microphones
5 E-V Model 655-A 'Slim-Trim' Dynamic Microphones
nf;:'
IK-
i
• Ask any Broadcast or
Recording Engineer about
E-V microphones.
• See your authorized E -V
Distributor. Get all the facts
on Electro -Voice profession-
al microphones. Write for
Bulletin BT711-120.
The front-to-back ratio is 2
to 6 times that of most car-
dioid microphones ! Artists
can work at twice the dis-
tance with no loss of pres-
ence with the 666. In many
instances, it will pick up at
10 feet or more. For an ex-
citing new experience, test
the 666 today! List price,
$255.00
ELECTRO-VOICE, INC., BUCHANAN, MICHIGAN
Export: 13 East 40th Streetv Now York 16, U.S.A. Cables: ARLAB
Broadcasting
November 18, 1957 • Page 111
To some . . .
they all look the SAME
With radio stations as with women,
there is a difference ... , . j i / .
Place your campaign in the Peoriarea
market on the station that's . . .
Obviously
OUTSTANDING* ...
PROGRAMMING makes the
difference! Only WM B D offers
a complete radio service . . .
live music PROGRAMS
local news PROGRAMS
play-by-play sports PROGRAMS
world news PROGRAMS
farm PROGRAMS
recorded music PROGRAMS
women s PROGRAMS
public service PROGRAMS
outstanding CBS Radio PROGRAMS
Balanced programming pays off in
greater unduplicated audiences for
WMBD advertisers. Sell the Peoriarea
through the dominance of WMBD!
PROGRAMS & PROMOTIONS continued
TEENAGERS GET NEW NIGHTSPOT
To give high school students an op-
portunity to dance to music they like
in a "grown-up, sophisticated atmo-
sphere," WTTM Trenton, N. J., opened
a teenage night club Friday. Luxuri-
ously appointed and styled "after Broad-
way's finest," the Castle Roc, as it
will be known, is opening exclusively for
students Tuesday, Wednesday and Thurs-
day 3-10 p.m., Friday 3-midnight ad-
mission: 25 cents before 6 p.m., 50 cents
after. The project grew out of WTTM's
broadcasts from its studios at Seaside
Heights, N. J. The station will originate
its Dance Party from the high school
nighterie and a live entertainment policy
will be scheduled for Friday and Saturday
evenings. Such cities as Detroit, Chicago,
Indianapolis and Buffalo have teenage
night clubs and, in following the pattern,
it is WTTM's plan to, "help cut down
juvenile delinquency by giving teenagers
a respectable place to go for dancing
after school and after the weekend movie
date."
PEORIA
CBS RADIO NETWORK • 5000 WATTS
Peters, Griffin, Woodward, Inc., Natl. Reps.
women they can find. Women with babies,
the very old and the very young need not
report for active service. Anyone else found
at home after the issuance of this order
will be hung."
WBAP-TV Looks for Sally's Image
A $1,000 wardrobe and a new typewriter
are two of the prizes WBAP Ft. Worth,
Tex., will be presenting to the local girl
who looks most like Joan Caulfield in NBC-
TV's Sally series (Sun., 7:30-8 p.m. EST).
The contest, running Nov. 6-26, requires
entrants to submit a photograph of them-
selves and the photograph most resembling
"Sally" will be sent to Hollywood to be
entered for the grand prize: A one week
expenses-paid trip to Hollywood to be en-
tertained by Miss Caulfield and to appear
in a Sally show.
CBS Recalls Dance Band Remotes
Radio's heyday of dance band remotes
will be revived Tuesday and Saturday nights
on CBS Radio in a pickup from the Shore-
ham Hotel Blue Room in Washington. The
series gets under way tomorrow (Tuesday)
with the Richard Maltby Orchestra, current-
ly featured in the Blue Room for a seven-
week engagement. The conductor-arranger
("St. Louis Blues Mambo," RCA Vik
albums) has announced a bill of dance
music for the first live music pickup from
Washington in many years. The Blue Room
show will be broadcast from 1 1 :30-midnight
EST on Tuesdays and 11:10-11:30 Satur-
days.
'Senior Bowl' Game on NBC-TV
NBC-TV will televise for the first time the
annual Senior Bowl all-star football game
in Mobile, Ala., Jan. 1 1 at 3 p.m. The
game marks the professional debut of the
50 participating players and pits all-star
squads from the North and South against
each other.
Niagara Plugs 'Honeymooners'
In a cooperative arrangement WRCA-
TV New York and WBUF-TV Buffa-
lo, both NBC-owned stations, have embarked
on an audience promotion project centering
around The Honeymooners series, carried
on WRCA-TV. Honeymooners to Niagara
Falls will hear anouncements on WBUF-TV
stating: "Any honeymooners here from New
York City? When you get back home enjoy
The Honeymooners every Tuesday on
WRCA-TV." In turn, WRCA-TV wiU carry
announcements extolling WBUF-TV to
honeymooners planning to visit Niagara.
WKXP (TV) Launches Promotion
WKXP (TV) Lexington, Ky., has put
into operation a merchandising program,
"WKXPlan GESO" (Guaranteed Expanded
Sales Orbits). A $10,000 "Happy Homes
New Viewer Celebration" game highlights
the promotion.
The ch. 27 station, which went on the
air this fall, is promoting viewership by
running film clips of homes in the Lexing-
ton area intermittently through the day. Cash
prizes go to viewers who identify the tele-
vised "Happy Home" by street and house
number. WKXPlan is designed to take ad-
vantage of expanding population and indus-
THE football flight sponsored by
WBRZ (TV) Baton Rouge, La., carries
newsmen to cover out-of-town games
of Louisiana State U. Regular riders
are (1 to r) Walter Hill, sportscaster for
WJBO Baton Rouge, which is affiliated
with WBRZ; Jules Mayeux, WBRZ
operations manager; Kelly Maddox,
WJBO station manager; WBRZ cam-
eraman Hurley Campbell; John Fergu-
son, WBRZ sports director, and Bob
Durham, chief photographer of
WBRZ. Games are filmed for telecast
four days later. Radio broadcasts feed
a network of 28 stations in the
Alabama-Louisiana-Mississippi area.
Page 112 • November 18, 1957
Broadcasting
your
specific needs
for television microwave are met
by the most complete and
most widely used portable
and rack-mounted equipment
in the industry
for color with audio
transmission— Raytheon KTR relays.*
KTR-100— 0.1 watt for 6, 7, and 13 Kmc bands.
KTR-1 000— standard 1.0 watt for 6 and 7 Kmc bands.
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Complete technical data on request.
Please write to Raytheon Manufacturing Co.,
Commercial Equipment Division,
Dept. 6120R, Waltkam 54, Massachusetts
Excellence in Electronics
A-3020
*NOW IN USE IN MORE THAN 350 INSTALLATIONS.
Broadcasting
November 18, 1957 • Page 113
JAXIE"
GIVES THANKS
For His Many New Friends In
National and Local Agencies.
Basic NBC Affiliation
Represented by
Peters, Griffin, Woodward, Inc.
WFGA-TV Channel 12
if rUfl I f Jacksonville. Florida
' P ■ ■ ■ W Jacksonville, Florida
FLORIDA'S COLORFUL STATION
TWO VALUABLE RADIO STATIONS
OWNER'S INCREASING INTERESTS COMPEL SALE
1. Rich growth major Southwestern city.
1,000 Watts.
Down Payment $25,000
★ ★★★★★
2. Earning record to $200,000. Leading far
west metropolis. Vast profit potentials
substantially indicated.
Down payment $150,000
3. Other Western radio and television
opportunities.
CALL
FRANK OXARART
THE ALBERT ZCGSMITH CORPORATION
1050 Montecito Drive Los Angeles 31, Calif.
CAPITOL 5-4116
PROGRAMS & PROMOTIONS
CONTINUED
try in Lexington and central Kentucky,
according to the station's promotion de-
partment.
Merchandising aids include window
streamers, bus cards, newspaper and viewer
magazine ads, air announcements, direct
mail and other supplements to the WKXPlan
GESO. It is copyrighted and created by
Community Broadcasting Co., which also
owns WLAP-AM-FM Lexington.
Standing Room Only at WKRS
WKRS Waukegan, 111., took a full-page
ad in the Oct. 29 Waukegan News-Sun to
announce, "in the interests of good program-
ming, our facilities for advertising have been
sold out until Jan. 1, 1958." WKRS reported
it is not accepting any new contracts except
those effective after that date. Lhe ad was
captioned, "We've reached our limit . . .
at least for the present," and added that
WKRS' acceptance of more business would
mean interfering with listeners' enjoyment
of musical programs and its refusal means
the station is "literally turning away thou-
sands of dollars in revenue."
Parents Tuning In to Teeners
Parent-listeners to KSFO San Francisco
who wonder what their teenage children
talk about when alone are interested in its
new "eavesdropping" program, KSFO re-
ports. Each Friday and Saturday night disc
jockey Kay Winfield airs his Nightcap show
from the sponsor's drive-in restaurant and
turns over the first hour to the teenagers
gathered there. Between selections of records
to be played, the young people chat about
whatever they choose, while the drive-in
sees they're well supplied with hamburgers
and milkshakes.
WHK Gets 'Party line' Answers
WHK Cleveland is airing a listener-
participation program, Party Line (Mon.-
Fri. 1:05-2 p.m.), with listeners phoning in
"I've got a problem" questions to m.c.
Bruce Charles, who invites others in the ra-
dio audience to call in suggested solutions.
LATEST entry in the mobile broad-
casting field is this Vespa scooter van
now used by KIMA Yakima, Wash.
Chief Engineer Dovel De Von looks
over the completely battery-powered
unit, which includes two-way short-
wave broadcast and tape machine
equipment. KIMA, a CBS affiliate, is
owned Dy Cascade Broadcasting Co.
Page 114 • November 18, 1957
Broadcasting
BUFFALO REPORTS!
PROGRAMS & PROMOTIONS continued
PERSON TO PERSON
While aboard the sea-going S.S.
Catalina, Carl Bailey, KBIG Santa
Catalina, Calif., disc jockey, got in
touch with the pilot of a plane circling
above. The aircraft, from the Los
Alamitos Naval Air Station, was
"tracking" the ship for radar spotting
practice and the d.j. described it to
listeners of his regular sea-going pro-
gram. Coincidentally, the flyers were
using KBIG as a navigational fix and
when Mr. Bailey called to the plane to
dip a wing if it was tuned in, the pilot
complied. When he returned to Los
Alamitos, where he is stationed, the
pilot wrote a letter thanking the disc
jockey for the Navy plug and invited
Mr. Bailey to visit the anti-submarine
air station. KBIG listeners had a full
report of the conducted tour and are
awaiting a play-by-play account of a
sub-hunting mission in which the disc
jockey also has been invited to partici-
pate.
KPBA Gets Stuck in the Groove
On its fourth day of commercial air
operation Oct. 25, KPBA Pine Bluff, Ark.,
was giving its record introductions normally,
except for one thing — it played the same
record over and over for six hours. By that
time more than 100 carloads of curious
people had come by the studios and the
phone had rung 8,000 times, until the sta-
tion stopped answering it, pulled down the
blinds and locked the doors. Pine Bluff's new
station got stuck in the groove to "test its
listenership," and to "point out that KPBA
is a different type of radio, where there's
very little talking and a lot of music. . . ."
Firms Give Own Plugs on KSIL
Personnel to operate KSIL Silver City,
N. M., on its Grant County Day celebra-
tions, was provided by 45 local firms. The
station got as many businessmen to par-
ticipate as possible and from sign-on to sign-
off they played the records, read all the
news, commercials and announcements.
During his stint at the mike, each guest was
allowed to identify himself and give his
own business a plug. The visitors were taken
on a tour of the station. "It helps them
understand our business and problems much
better," said lim Duncan, KSIL's owner-
general manager.
Quaker Oats Signs for 'Roses'
Quaker Oats will sponsor CBS-TV's cov-
erage of the 69th annual Tournament of
Roses in Pasadena, Calif., on New Year's
Day in a two-hour broadcast beginning at
11:30 a.m. The parade, covering a five-mile
route, will be covered by four CBS-TV
cameras.
tkom ifu desk oj*-
VAN DE VRIES
To: Marvin Fraum
SCREEN GEMS
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Broadcasting
November 18, 1957 • Page 115
huh
mir^iiiii
lllfjjlllll
5
0
0
0
WORL
T
9
5
O
▲
USED AS A RULE IN BOSTON
HEARD AS A RULE IN BOSTON
BOUGHT AS A RULE IN BOSTON
DOMINATES THE DIAL
because
BOSTON FAMILIES LOVE OUR
"950 CLUB" PROGRAMMING
MOM says:
I love that great music of
the Past — the 30's & 40's
— Les Brown, Glen Gray &
his Casa Loma Orchestra,
Fats Waller and Gene
Krupa — they ALL bring
back memories of my court-
ing days!
DAD says:
It's good to hear my old
favorites on the "950 Club"
too! Glenn Miller, Benny
Goodman, Artie Shaw, Harry
James — they remind me of
the wonderful days we used
to go dancing!
SIS says:
That Music of the Past puts
Mom & Dad in a good
mood, and I like that. But
I also like to swoon with
Pat Boone, and I get THAT
in the 950 Club's Music of
the Present and future, too!
BRUD says:
Sis is so girlish — but she's
right about Music of the
Past, Present & Future. My
favorites on the 950 Club
shows are Perry Como, Frank
Sinatra, Tony Bennett, and
Patti Page. Lena Home, too!
INTERNATIONAL
STAMPS FEATURING RADIO AND TV: (1 to r) top, France for tv, Luxembourg for
tv and radio, and, lower, by Italy for tv, Monaco for Radio Monte Carlo, by Turkey
and by West Germany for its radio, tv and shortwave broadcasting installation at Berlin.
RADIO-TV'S PROGRESS CHRONICLED
IN STAMPS OF OTHER NATIONS
To the philatelist, no greater homage can
be rendered a person, place, event or industry
than the issuance of a commemorative
stamp. So it was natural that a stamp col-
lector, whose livelihood is from radio, recent-
ly pointed out that numerous foreign coun-
tries have accorded such recognition to the
electronic media. However, he added, these
nations do not include the U. S. or Canada
where radio and tv have made its largest
contribution to national welfare.
"Many other industries have been featured
on stamps of these countries," he said.
"Perhaps the NARTB and the Canadian
Assn. of Radio & Television Broadcasters
can persuade their respective governments
to publicize some future anniversary of
radio-tv on stamps, especially for mail to
other countries."
A study of several foreign stamp issues
shows how radio and television is receiving
philatelic recognition abroad. When tele-
vision started in Italy in 1954 and in France
in 1955, the postal authorities in those coun-
tries issued special stamps. Italy's stamps
are the only ones issued anywhere which
feature a television receiver screen, while
the French stamp shows the television trans-
mitter antenna on the Eiffel Tower and tv
antennas on rooftops.
Luxembourg, that small principality be-
tween France, Belgium and Germany, where
commercial broadcasting has been in exist-
ence for many years, issued a postage stamp
in 1953 for Radio Luxembourg. The stamp
shows the antenna layout and transmitter
building of that well-known European
broadcasting station. On the occasion of
the opening of Television Luxembourg in
1955 a stamp was issued picturing the tele-
vision antenna at Dudelange.
One of the first countries to feature radio
on its stamps was the small republic of
Guatemala which in 1919 issued a stamp
showing two towers with a flat-top antenna
hanging between them. It commemorated
Guatemala's start in radio.
Anniversaries often are used by countries
to issue special stamps. In 1955 Turkey
marked a centenary of its modern com-
munications, and one of the stamps printed
portrayed a modern radio and television
tower. Similarly, Western Germany last year
for an industrial fair at Berlin pictured the
antenna system of its radio and television
broadcasting establishment at Berlin.
The small coal and steel mining area of
the Saar, between France and Germany,
which recently reverted to Western Ger-
many by popular vote, last year marked the
event of its first television station with a
view on a commemorative stamp of a tv
transmitter antenna and a number of micro-
wave antennas and microwave discs on a
tower at Saarbrucken.
Monaco, on a 1951 set, publicized Radio
Monte Carlo, one of Europe's few com-
mercial broadcasting stations. The stamp
showed an air view of Monte Carlo with
the station's antenna in the background.
Switzerland in 1952 marked a century
of its telecommunications systems with a
set of four stamps, the top two values of
which featured radio and television, while
the lower values were devoted to telegraphy
and the telephone.
Norway, on a postage set for the cen-
tenary of its telecommunications, showed
WORL
BOSTON
5000 WATTS — INDEPENDENT
- Represented nationally by
HEADLEY-REED CO.
THE COMMUNITY-NEWS "VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS '«-Mw"MBS
Page 116 • November 18, 1957
Broadcasting
radio towers of the government broadcast-
ing system on certain stamps of the set.
These are but a few examples of what
some countries have done to honor radio
and television on postage stamps. In many
cases the postal authorities in these coun-
tries also operate the radio and tv stations.
While no commercial broadcasters have
been portrayed on stamps as yet, some per-
sonalities who played important parts in
the development of radio communication
have been portrayed. For example, Marconi
was featured on Italian stamps in 1938.
Nicholas Tesla has been on several issues
of Yugoslavia. Russia, which claims that
A. S. Popov invented radio, issued a stamp
to the inventor in 1945 on the occasion of
the 50th anniversary of his invention of
radio. Hungary in 1948 also had a stamp for
Popov. Others who have contributed to
various segments of tele-communications,
such as Thomas Edison, Samuel B. Morse,
and Alexander Graham Bell, have been
featured on stamps of a number of countries,
including the United States and Canada.
Boston Agency Strikes Back
At Reds With U. S. 'Giveaway'
A Boston advertising agency, striking
back at Moscow Radio's ideological quiz
contest, has promised a bigger and better
one from the U. S. to Moscow. Chambers,
Wiswell, Shattuck, Clifford & McMillan
Inc., Boston, has announced the American
Million Ruble Sweepstakes.
Two shortwave operations, WRUL Scitu-
ate, Mass., and Radio Liberation, Munich,
Germany, have offered to carry the Million
Ruble Sweepstakes free, but no decision has
been made yet. According to Benjamin
Shattuck, president of the New England
agency, the promotion is intended to give
Communist-dominated peoples an idea of
the American standard of living.
Nathaniel H. Sperber, vice president in
charge of public relations and creator of the
shortwave giveaway, said the agency is
carrying it out on its own patriotic initi-
ative. Quiz prizes are being donated by
manufacturers of boats, freezers, phono-
graphs, cameras, shotguns and other com-
modities typifying the American standard.
Although the show won't be heard for
some weeks, professors from Harvard U.,
Massachusetts Institute of Technology and
Boston U. already have held their first meet-
ing on Sweepstakes questions. They will be
phrased to show material and cultural stand-
ards of U. S. citizens.
Announcement of the American Million
Ruble Sweepstakes came on the heels of
Moscow Radio's report that its shortwave
quiz for North Americans had come up
with more winners than prizes available.
Listeners answering seven questions on Rus-
sian communist history correctly totaled 39,
but only 10 prizes were available. The Reds
solved the problem by drawing 10 U. S.
names out of a hat to receive radio sets,
cameras and records. The two-week quiz
drew 1,270 entries from North America,
it was reported.
v.
LIVING
SQUID
captured at last in
SOU
BE
TV spot news on
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INTERNATIONAL
CONTINUED
TV: THE INTERNATIONAL PICTURE
Representatives of 14 nations attended
the First World Congress on Commercial
Television in London. Sparked by Gen.
Robert W. Johnson, chairman of the
board of Johnson & Johnson, the con-
gress was sponsored by the firm as a
public service to television. It was held in
September in conjunction with a junket
promoting Johnson & Johnson's Robin
Hood. Those attending, including 66
U. S. tv editors, viewed commercial
samplings from Luxembourg, France,
Great Britain, Monte Carlo, Iraq, the
U. S., Cuba, the Philippine Islands,
Puerto Rico, Canada, Japan, Mexico,
Brazil and Argentina. George N. Thomas,
KDKA-TV Pittsburgh news editor, re-
ported his impressions to Broadcasting:
How does a Pakistani prefer his pitch?
Serious, if the informal survey taken at
the First World Congress on Commercial
Television bears any weight.
Although commercial television is not
yet every country's meat, the question of
what type of commercials the public
likes was a major topic at the congress.
Representatives chose a "typical" com-
mercial from a sampling session. Some
of the results: Mexicans take to a hu-
morous sell; British and Americans prefer
commercials brief and "sincere." Japa-
nese audiences vote for a restrained and
indirect selling message; in Pakistan,
where tv is seen only in theatres, the
serious approach sells best. Although
France is blacked out to commercial tv,
French-made commercials tend to be
artistic and beautiful.
From all reports, the American sell
has had its impact on world tv, but an
American viewer would find some differ-
ences. In Monte Carlo, in Great Britain,
in Japan, there's no such thing as the
familiar "and now a word from our
sponsor . . ." The commercial is woven
into the program, perhaps by an actor
who holds the product in his hand as the
camera dollies in on the label. The actor
keeps right on going with his lines. In
Great Britain, sponsors' products are
sold one after the other in "commercial
programs" from a minute to 15 minutes
long.
Wherever there's tv, the viewer wants
to be entertained. News shows with a
flexible "roving reporter" format are pop-
ular everywhere. In France, news shows
open and close the broadcasting day.
In Monte Carlo, Brazil and Luxem-
bourg, they are the most popular viewing
fare.
Children's shows are programming fea-
tures in half the countries with tv. In
Iraq, the children's story-teller is so
popular he is on the air seven days a
week. Most of the popular children's
shows are U. S. commercial products.
General consensus of opinion at the
congress was that in nations where both
government-owned and commercial sta-
tions compete, dials seem to turn more
often to commercial programming.
In other sessions of the meeting, del-
egates discussed the potential of tele-
vision as a medium of peaceful com-
munication between nations. Robert E.
Button, chief of the International Broad-
casting Service of the U. S. Information
Agency, reported on U. S. aid in devel-
oping tv in Iraq, Sumatra and Lebanon.
At a luncheon session, delegates heard
Charles E. Wilson, president of the
People-to-People Foundation, urge tv
executives to use the medium to pro-
mote friendship and international under-
standing. Television, he said, "is truly
the window of the world," and he asked
for television's aid in "leaping govern-
ments," if necessary, so that the people
of East and West can learn more about
one another.
Canadian Am Bid Planned
International Radio & Television Corp.
Ltd. plans to seek a license for a new radio
station on 1140 kc with 1 kw at Kitimat,
B. C, at the Dec. 6 meeting of the board of
governors of CBC at Ottawa. The station
will be located at a new aluminum smelting
town 400 miles north of Vancouver.
CKTR Three Rivers, Que., will request
the CBC board of governors to allow a
change of ownership from CKTR Limitee
to Paul Aboud of Three Rivers, who plans
to form a new company to buy out the pres-
ent owners.
Canada Radio Sales Up, Tv Down
Radio receiver sales continue upward
while those for television are still on the
downtrend in Canada, according to the
January-September figures of the Radio-
Electronics-Television Mfrs. Assn. of Can-
ada. In the first nine months of this year,
radio set sales totaled 389,509 units com-
pared with 370,370 for the similar 1956
period. Television set sales amounted to
295,338 sets compared with 411,562 in the
1956 period.
The province of Ontario accounted for the
largest number of radio sets, 179,420, and
tv sets, 111,206, in the January-September
period. Quebec province followed with
90,027 radio receivers and 84,289 tv sets.
Howard E. Stark
RADIO and TELEVi
50EAST5S» STREET EL 5-0405
NEW YORK 22. N. Y
\AI1 Inquiries Confidential]
Page 118
November 18, 1957
Broadcasting
INTERNATIONAL continued
AT the excavation site of the new $150,-
000 plant KONA (TV) Honolulu is
building, executives stop to review plans.
They are (1 to r) Lorrin P. Thurston,
chairman of the board, and John D.
Keating, president-general manager of
the station. December is target date for
KONA's new facilities.
Canadians Pay 18 Cents Weekly
For CBC Services, Says Report
National broadcasting service costs the
average Canadian family 18 cents a week
in public funds, the CBC told Canadians
in a "report to 16,420,000 shareholders."
The paper was a condensation of the CBC's
annual report.
The report points out that "the CBC, with
the assistance of privately-owned stations,
operated five national radio and television
networks, three in English and two in
French" last year at a combined cost in
public funds of about $40 million. Because
the CBC is a publicly-owned corporation
every Canadian is a shareholder, and this
is the reason the CBC has issued the minia-
ture report, General Manager Alphonse
Ouimet said. The report deals primarily with
CBC program activities.
INTERNATIONAL SHORTS
Ford Motor Co. of Canada Ltd., Toronto,
Ont. (Ford cars-trucks and British Ford
cars) appoints J. Walter Thompson & Co.
Ltd., Toronto, to handle its advertising
January 1. Cockfield, Brown & Co. Ltd.,
Toronto, which has handled it, will con-
tinue to handle Edsel account.
Flying Officer Hugh Anderson, RCAF, re-
ceived first prize in radio-tv section of
Canadian Aviation Writers' Assn.'s "best
1957 script" awards. He received bronze
plaque and $100 for his documentary
"From Civvy Street to CF-100."
CFTM-TV is call letter of new channel 13
station at Three Rivers, Que., which plans
to be on air by March 31, 1958.
Cousens Productions of Canada Ltd. has
been formed by Cousens Productions, Inc.,
N. Y., with offices at 38 King St. West,
Toronto, with Allan Cullimore manager-
president. Company will make tv commer-
cials.
CKVL Verdon, Quebec, celebrated its 11th
anniversary and announced it would soon
be 50,000 watts. Station is on air 24 hours
a day on 850 kc.
Broadcasting
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November 18, 1957
Page 119
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PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
ADVERTISERS & AGENCIES :;
William L. Ballard, media research director,
John W. Shaw Inc., Chicago, named vice
president-marketing director. Robert C. Mil-
ner, secretary-office manager and Ralph T.
Stewart, production manager, named vice
president-secretary and production-traffic
vice president, respectively.
Scott Keck, assistant
radio-tv director, Need-
ham, Louis & Brorby Inc.,
Chicago, named vice presi-
dent. Mr. Keck joined
NL&B in 1954 from
Henri, Hurst & McDonald
where he was vice presi-
dent and radio-tv director.
Arthur E. Wright Jr., president, Condor
Films Inc., St. Louis, resigns to join Frank
Block Assoc., there, as vice president in
charge of public relations.
W. N. Waterstreet, president and general
manager of Chicago milk division, Borden
Co., named procurement manager, Chicago-
central fluid milk and ice cream district.
Harold R. Fagerson, vice president of Chi-
cago-central district, succeeds him.
John A. Sargent, president, Diamond Alkali
Co., N. Y., elected vice president of finance,
General Foods Corp.
Sinclair Jacobs Jr. appointed assistant di-
rector of advertising and Frederic Apt
named media director, Pharmaceuticals Inc.
Ralph Murray, assistant advertising man-
ager of U. S. Industries, to copy staff of
Needham, Louis & Brorby Inc., Chicago.
Donald Dickens, formerly copy supervisor,
Foote, Cone & Belding, and Dyne Englen,
formerly with L. W. Ramsey Co., also to
NL&B copy staff.
Ken Downs, west coast public relations
manager, Pabst Brewing Co., to Strom-
berger, Lavene, McKenzie, L. A., public
relations department, succeeding Ray Con-
nors, now with N. W. Ayer & Son, L. A.,
as west coast director of public relations.
Gene Schiess, supervisor, Philco Playhouse,
to Ogilvy. Benson & Mather, N. Y., a tv-
radio program manager.
Dotty Abbott, formerly general manager
of WHER Memphis, to Frances, Morris &
Evans Inc., N. Y, as head of radio-tv de-
partment.
William J. Cutter, merchandise manager,
Kroger Co., Chicago, appointed merchan-
dising manager of western operations,
Foote, Cone & Belding, headquartering in
S. F.
Barbara Thomas Woolley, formerly with
Ralf Shock'ey & Assoc., N. Y., has joined
creative department of Cole Fischer Rogow
Inc., Beverly Hills, Calif.
Frank Young, formerly
publicity director, Na-
tional Telefilm Assoc. Inc.,
to General Public Rela-
tions Inc. (subsidiary of
Benton & Bowles Inc.),
N. Y., as manager of tv
show publicity.
mPk
Lawrence G. Stark, president-general man-
ager, IXL Food Co., San Leandro, Calif.,
to Honig-Cooper Co., S. F., as marketing
staff executive.
Charles Doughtie and William C. Kirschner,
copywriters, Kudner Adv., N. Y., named
account managers.
James Rayen, advertising manager, Minute
Maid Corp., to Ted Bates & Co., N. Y., as
account executive.
James Richards, for four years vice presi-
dent and eastern sales manager of Don Lee
Broadcasting System, joins N. Y. office of
John Blair & Co., radio station representa-
tive, as account executive.
Richard H. Depew, associated with ABC
since 1947, has joined Cunningham &
Walsh as radio-tv account executive (han-
dling Andrew Jergens) and program coordi-
nator.
Louis G. Jacobs, account executive, Harris
& Whitebrook, Miami Fla., to Southern
Adv. Inc., same city, in similar capacity.
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHK)
STATION
©n the Air everywhere 24 hours a day— seven days a week
Page 120 • November 18, 1957
Broadcasting
PEOPLE CONTINUED
GIFT HORSE
John G. Clark Jr., commercial man-
ager of WNCT (TV) Greenville, N. C,
won $140,000 in the Irish Sweepstake
run on the Cambridgeshire Handicap
at Newmarket, England. The Clarks
plan to share it with Mrs. Clark's
mother — who sent them the ticket as
a gift. Mr. Clark figures the U. S.
government will take $111,000, with
the state government getting about
$9,000.
Charles A. Bornstein, formerly assistant
news editor, NBC, to traffic staff of N. W.
Ayer & Son, N. Y., radio-tv department.
Lucille Widener, John E. Pearson Co. (sta-
* tion representative), to Victor & Richards,
N. Y., as timebuyer succeeding Janet Mur-
phy, who joins Lawrence Gumbinner, same
city, in similar capacity.
FILM *
Donn B. Tatum, named vice president, tv
marketing, Walt Disney Productions, Bur-
bank, Calif. James A. Johnson, executive
vice president, Walt Disney Music Co., and
secretary of Walt Disney Productions, re-
signs his position with WD Productions to
devote full time to Music Co. Luther R.
Marr, legal staff, succeeds him as secretary.
Richard Sassenberg, traffic manager, RKO
Television, resigns to become president of
Piclear Inc., N. Y.
Sam W. Steele Jr., southern account exec-
utive of Official Films, promoted to manager
of southeast area, succeeding Jeff Davis,
who has resigned. T. C. Calender added to
sales staff.
R. W. (Pat) O'Brian, division manager,
Television Programs of America, Chicago,
to Cross-Country Network Inc. (rural affili-
ate of Fred A. Niles Productions Inc.) as
program coordinator. Patricia J. Trumbull,
assistant farm director, WGN Chicago,
joins Cross-Country as program coordi-
nator.
Alfred E. Stern, formerly publicity direc-
tor, RKO Radio, appointed west coast
public relations director, National Telefilm
Assoc., N. Y.
John Cooper, named managing editor of
CBS Newsfilm.
Jay Piccinati, sales representative, Alex-
ander Film Co., Colorado Springs, named
marketing director. Other appointments in-
clude: Cliff Parker, general sales manager,
theatre screen advertising general manager;
Cy Martin, northern division sales manager,
home office sales manager; Frank Clinebell,
southern division sales manager, eastern
division sales manager, succeeded by Bert
Adcock, district sales manager. Don Bates,
sales representative, becomes head of west-
ern division.
AMPEX AUTOMATIC PROGRAMMING
Anyone for Automation?
Yesterday it was easy to say "No" or "Maybe" to the question
of automation. Tomorrow there will be few station operators who
can afford to say anything but "Yes."
In fact, many are saying "Yes" today, and finding it both easy
and profitable to take the first step toward automation. Installing
an Ampex Model 355 Integrator, at a cost of well under $1000,
provides a variety of basic automatic functions adaptable to a
wide pattern of station operation methods.
Whether you're interested for today or for the future, it will be
helpful to have the facts from Ampex. Call in the Ampex man,
or send for the new Ampex Automatic Programming Brochure.
854 CHARTER STREET, REDWOOD CITY, CALIFORNIA
Ampex
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professional
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Broadcasting
November 18, 1957 • Page 121
MY
MOMMY
LISTENS
TO...
KiTJE
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Mommies and Papas Listen
Daily to KiTE Than To
Any Other Station*
<~NCS #2
Call Avery-Knodel, Inc.
ONE OF THE
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REPRESENTED BY AVERY-KNODEL, INC.
PEOPLE CONTINUED
Edward Lewis, producer-writer, Bryna Pro-
ductions, Hollywood, named tv program and
packaging department head.
Herman Rush, president, Flamingo Tele-
film Sales Inc., N. Y., and Lee Savin,
Hollywood sales representative, to Batjac
Corp. as sales representatives.
Robert Newgard, sales staff, Interstate Tele-
vision Corp. N. Y., appointed Chicago
sales staff, Screen Gems Inc.
Peter Packer and Jacques Surmagne, pro-
ducers assigned to work on development of
series for TCF-TV Productions.
NETWORKS ...
Charles Manno, associate staff director,
American Broadcasting Network, named
assistant national program director.
Charles Fagan, program services staff, CBS-
TV N. Y., appointed assistant to manager
of program services.
Mel Toling, Neil (Doc) Simon, Mike Stewart
and Danny Simon, appointed writers on
forthcoming Sid Caesar Show scheduled to
debut on ABC-TV Jan. 26 (Sunday 9-9:30
P.M.). Also appointed: Frank Bunetta, di-
rector, Bernie Green, musical director, and
Jim McNaughton, scenic designer.
Harold C. Lund, vice president, Westing-
house Broadcasting Co., in charge of
KDKA-AM-TV Pittsburgh, elected chief
barker, Variety Club Tent Number 1, same
city, for 1958.
Carroll Marts, resigned MBS executive and
new station property buyer, to ABC-TV
Central Div. sales department as account
executive.
Gay Pauley, women's news editor, United
Press, joins MBS today (Monday) as radio
broadcaster. MBS London correspondent
Richard Kaplan has been transferred to
Oslo, Norway, and will be replaced in Lon-
don by Larry Solon, formerly with BBC.
Bernard (Whitey) Berquist, music conductor,
NBC's National Farm and Home Hour, re-
signs after 19 years with network in Chi-
cago.
STATIONS ..
-< Robert R. Meskill, vice
president and partner,
WKID Broadcasting Co.,
assumes additional duties
as general manager of
WKID Urbana, 111. Mr.
Meskill formerly was ac-
count executive at CBS
Radio Spot Sales, Chicago.
Sterling Zimmerman, regional sales man-
ager, KGBT-AM-TV Harlingen, Tex., to
KLFY-TV Lafayette, La., as general sales
manager.
Richard D. Cross, president, Vision Films
Inc. New Orleans, to WDSU-TV, same
city, as programming manager. He succeeds
Tom Hicks who has resigned.
M Robert J. Kent, former-
ly director, WTTG (TV)
Washington, to WIPA
Annapolis, Md. as owner-
general manager.
Nicholas A. Bell, commercial manager,
WGUY Bangor, Me., promoted to general
manager. David J. Hart joins station as pro-
gram director.
Verne Paule, news-special events director,
WJPS Evansville, Ind., named general man-
ager, succeeding Jack McLean who remains
with station as advisor-sportscaster and
Fred Rollison, formerly with WFIE-TV,
same city, succeeds Mr. Paule. Betty Stacer,
formerly editor, Evansville College's Cres-
cent, to WJPS as continuity director, suc-
ceeding Marilou Berry, resigned. John
George joins as announcer.
Jack Wallace, sales ►
manager, KWBY Colo-
rado Springs, promoted to
assistant station manager.
Mr. Wallace will handle
regional and national ac-
counts.
Bill Mims, account ex- ►
ecutive, KOAT-TV Al-
buquerque, to KWBY as
sales manager, succeeding
Mr. Wallace (see above).
Before joining KWBY,
Mr. Mims was sales man-
ager, KQUE Albuquerque.
H. Ted Roney, formerly with WMPS Mem-
phis to KOME Tulsa, Okla., as general
manager. Stan Hagan and J. Howard Engle,
formerly with KTUL Tulsa, and Bob Latrine
production manager and account execu-
tive, respectively. Carol Nan McDonald,
formerly with KTUL Tulsa, and Bob Latting
to KOME as director of continuity and
chief announcer, respectively.
■< Al Evans, account ex-
ecutive, WOKJ Jackson,
Miss., promoted to sta-
tion manager.
Shaun Murphy, sales service director, KTVI
(TV) St. Louis, named national sales man-
ager, succeeded by James W. Svehla Jr. Mr.
Murphy formerly was manager of WATS
Sayre, Pa., and sales manager of WTVE
(TV) Elmira, N. Y. He will coordinate na-
tional sales activities with KTVI's national
representative, Blair Tv Assoc. Inc.
BUY SOUND-FACTOR PLAN
WSRS
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Page 122 • November 18, 1957
Broadcasting
PEOPLE
CONTINUED
M John C. Lee, sales man-
ager, KBNZ La Junta, to
KGHF Pueblo, both Colo-
rado, as commercial man-
ager, succeeding Ray J.
Williams, resigned.
George E. McGary, formerly sales man-
ager, WANT Richmond, Va., to WANB
Waynesburg, Pa., as station manager. He
succeeds Edward J. Kroen who becomes
program director.
Gordon F. Max, pro- ►
duction manager, WREC-
TV Memphis, to WMBD-
TV Peoria, 111., in simi-
lar capacity. WMBD-TV's
target-date is January
1958.
J. Arthur Stober, formerly co-owner of
Singer-Stober Assoc., (tv film producers)
Miami Beach, Fla., to WNHC-TV New
Haven, Conn., as production manager.
■< L. Walton Smith, ad-
vertising and promotion
director, WROC-TV Ro-
chester, N. Y., to Trans-
continent Television Corp.,
(WGR-AM-TV Buffalo,
WROC-TV, and 50%
WSVA-AM-TV Harrison-
burg, Va.) N. Y., as promotion manager,
headquartering in Rochester.
Louise Jorjorian, promotion assistant, KPIX
(TV) San Francisco, to KSFO, same city,
as promotion manager. Clare Van Sickle,
editor of Imprint, Foster & Kleiser
Co. House organ, succeeds her.
Bernard F. Corson Jr., ►
advertising and sales pro-
motion director, Tidy
House Products Co. for
the past five years, has
been appointed assistant
manager of WLS Chicago.
1
William Crowdus, announcer, WFAA Dal-
las, named program director.
Leon Drew, program director, WXIX (TV)
Milwaukee, to KMOX-TV St. Louis in
similar capacity. Prior to WXIX, Mr. Drew
was production manager of KNXT (TV)
Los Angeles (see cut).
Jonathan Karas, professor of physics, U. of
New Hampshire, to WBZ-TV Boston, as
science director.
Peter Anthony McMahon, agency sales
supervisor, KSDO San Diego, named sales
director.
Sydney Smith, producer-director, KPTV
(TV) Portland, Ore., named account execu-
tive.
Frank Swan, formerly with KOBY San
Francisco, G. M. (Jerry) Hauser, formerly
part-owner, KAFP Petaluma, and Ray
Bohannan, formerly with Bohannan Adv.,
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Broadcasting
November 18, 1957 • Page 123
PEOPLE CONTINUED
HAIL AND FAREWELL party at the local University Club signified the "changing order"
of executives at WXIX (TV) Milwaukee, Wis. L. to r: Charles E. Hinds Jr., program
director; Frank J. Shakespeare Jr., new WXIX general manager; Robert Uehlein Jr.,
vice president and general sales manager, Jos. Schlitz Brewing Co., Edmund Bunker,
formerly WXIX general manager now vice president and station relations director
of CBS-TV, N. Y., and Leon Drew, WXIX program director, who leaves to join
KMOX St. Louis, Mo., in similar capacity.
Oakland, to KGMS Sacramento, all Cali-
fornia, as account executives.
Steve Schaffer, formerly sales manager,
Guardian Development Co. (product promo-
tion) N. Y., to KRHM (FM) Hollywood,
as account executive.
James A. Yergin, formerly manager of
presentations, promoted to advertising man-
ager of WOR-AM-TV New York, replacing
Robert J. Sullivan, resigned.
■< David L. Smith, mem-
ber of program-production
department at WISH-TV
Indianapolis, appointed
production manager.
Clovis Goraum, advertising-merchandising
head, E. E. Saunders Co. (food specialists),
to WKAB Mobile, Ala. sales staff.
Charles L. Mum, formerly with Ted Bates
& Co., N. Y., and Ray Downing to WOKO
Albany as account executives. Frank Mc-
Evoy to station sales staff.
Monroe Falitz, formerly salesman, WLIB
New York, to WRCA there, in similar
capacity.
Robert J. Knodell to KTZO Ottumwa, Iowa;
Wayne Nelson to WBBM Chicago; Kenneth
N. Bunch, WYSR Franklin, Va.; Lee Tabor,
KRMW The Dalles, John Kline KOHU
Hermiston, both Oregon; Gordon R. Travis,
KORN Mitchell, S. D.; Quintilio Cera,
KOMU-TV Columbia, Mo.; Jacklyn Cum-
ber, WGEM-TV Quincy, 111., and Rudolf
Herrig to KSL-TV Salt Lake City. All are
Northwest Schools graduates.
Doc Lemon, formerly with KSO Des
Moines, Iowa, to WCUE Akron, Ohio as air
personality and programming consultant.
Bernie Bouma, account executive, KTBS-
TV Shreveport, La., resigns to form own
agency. Red Whittington joins station as
cameraman.
Bill Clark, formerly with WERI Westerly,
R. I., to WKMF Flint, Mich., as sports di-
rector.
Charles K. Chrismon, chief engineer, WFLO
Farmville, to WHBG Harrisonburg, both
Virginia, as chief engineer and salesman.
O. C. Covington succeeds him.
Bill Pierson, news reporter, and John
Rickwa, newscaster, to KTLN Denver, as
head of remote broadcast section and news-
caster respectively. Bob Badger joins station
as announcer.
Gary S. Franklin, news-public service direc-
tor, WAVY-TV Portsmouth, Va., to WJZ-
TV Baltimore news staff.
Jim Williams, announcer, WWSW Pitts-
burgh, to KDKA, same city, as announcer
and host of Parade of Hits.
Robb Busse, assistant producer, WXYZ-TV
Detroit, to WSNY Schenectady, N. Y., as
announcer.
Verne Freeman, formerly announcer,
WLBT (TV) Jackson, Miss., to WJQS, same
city, in similar capacity.
Robert J. Lurtsema, formerly network co-
ordinator, WNAC-TV Boston, to WXCN-
FM Providence, as announcer.
Johnny Goodfellow, formerly orchestra
singer-arranger, to WIRE Indianapolis as
announcer.
J. B. Fuqua, owner-president, WJBF (TV)
Augusta, Ga., elected to Georgia House of
Representatives Nov. 5.
Burritt Wheeler, 73, whose Monday-Friday,
Page 124
November 18, 1957
4:15-5 p.m., program of homespun philos-
ophy had been broadcast on KFI Los An-
geles since 1948, died Nov. 11, after long
illness.
PROGRAM SERVICES
John Madigan, radio news manager, United
Press, N. Y., named S. F. manager, suc-
ceeding Henry Rieger, who becomes L. A.
manager. Mr. Rieger replaces William E.
Best, resigned to enter public relations.
George McClelland Sebree JJI, manager, UP
bureau, Jefferson City, Mo., transfers to
Tulsa, Okla., in similar capacity. Robert L.
Debo, city editor, Cincinnati Post, succeeds
him.
John E. Phillips, formerly in sales-promo-
tion, and Carlin J. Heiman, formerly with
MBS, to A. C. Nielsen Co. (station index),
client service staff in Chicago and N. Y.,
respectively. Erwin H. Ephron, formerly
v/ith ABC, to Nielsen's broadcast division in
N. Y., as assistant public relations-publicity
director.
MANUFACTURING • • • ••••
Russell M. Alston plant manager, Conrac
Inc. (tv receivers-industrial monitors) Glen-
dora, Calif., elected vice president in charge
of manufacturing.
Crump Smith, formerly manager of adver-
tising and sales promotion, International
Telephone & Telegraph Corp.'s Federal
Telephone & Radio Co., Clifton, N. J., to
manager of institutional-export advertising,
coordinator of trade shows-exhibits by com-
pany's U. S. divisions and subsidiaries.
David A. Thomas, formerly chairman of
board and president, Babb Co., appointed
industrial business development manager,
RCA Industrial Electronic Products, Cam-
den, N. J.
Fred J. Vogt, chassis and sub-assembly fore-
man, Hoffman Electronics Corp., radio-tv
division, L. A., named division production
manager.
S. Krinsky, chief engineer, Chromatic Tv
Labs, (electronic division, Paramount Pic-
tures), to Western Engineering, Van Nuys,
Calif, (division of Telechrome Manufactur-
ing Corp., Long Island, N. Y.), as director.
Clarence D. Tuska, patent operations direc-
tor, RCA Labs., David Sarnoff Research
Center, Princeton, N. J., named patent staff
consultant. Olin V. Mitchell, manager, home
instruments, patent operations, succeeds him.
Westinghouse Electric Corp. announces ap-
pointments of marketing directors for three
of company's major product divisions. Ap-
pointed were: S. F. Davie s, with WEC since
1939 and most recently sales manager of
Micarta division, Hampton, S. C, to mar-
keting director, General Products division;
L. H. Loufek, to continue as manager of
customer relations and retail syndicate op-
eration, also will serve as marketing director,
apparatus products; and R. M. Wilson,
since 1954 sales manager of Defense Prod-
Broadcasting
tussell Z. Eller
dvertising Manager,
Sunkist Growers
I like the new Printers' Ink
nth its treatment of news
nd the obvious integration
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Advertising and marketing men are more than ever
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events which influence the currents of business.
The editorial program of the. new PRINTERS' INK
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ties in today's concept of marketing. It pin points
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tative, exciting news magazine style that has won the
acclaim of top executives across the land.
No other publication is doing this kind of a job
for the all important distribution half of American
business. Only PRINTERS' INK attempts to so inte-
grate the advertising, selling and marketing functions
and techniques with the whole of business manage-
ment. With its rich background of reportfng the
best thinking in the field, enhanced by recently
expanded facilities, PRINTERS' INK is admirably
equipped to do this competently.
The key men in the marketing process who influ-
ence and make the decisions on advertising for their
companies are readers of the new PRINTERS' INK.
You can reach more of them with your sales message
in PRINTERS' INK than in any other advertising
publication.
PEOPLE CONTINUED
FOR A HAPPY PRESENTATION
The joy of accomplishment is a universal happiness.
Especially in the case of a film which is your creation, born
out of hard work and careful planning.
Because Precision's staff of specialists adds its own
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IVONE THE TESTY
Sir Ivone Kirkpatrick, appointed to
head Great Britain's commercial tele-
vision service, Independent Television
Authority, either enjoys a challenge
or possibly neglected to consult a vo-
cational counselor before he took the
job. At a London news conference
after his appointment, Sir Ivone said
he doesn't like commercials very much
and added quiz programs and croon-
ing to the peeve list. The new com-
mercial tv chief succeeds Sir Kenneth
Clark, who resigned the $8,500-a-
year post last August. Sir Ivone is re-
tired from the British Foreign Office.
ucts division, Pittsburgh, to marketing di-
rector, Defense Products.
Fred Hertz, formerly with radio-tv depart-
ment of Willard Alexander Inc., appointed
director of programming and production,
Gotham Recording Corp., New York.
INTERNATIONAL \ mm
Johnny Nadon, sales staff, Canadian Marconi
radio-tv sales division, to CJMS Montreal,
as manager.
Peter Stursberg, formerly United Nations
commentator, Canadian Broadcasting Corp.,
to research officer in office of Canadian
Prime Minister John Diefenbaker, at Ottawa.
H. M. Smith, regional engineer, Canadian
Broadcasting Corp., Halifax, N. S., has been
loaned to Jamaican government to advise on
broadcast engineering problems.
TRADE ASSNS. wmmmmmmm
John P. Cunningham, president of Cunning-
ham & Walsh, N. Y., named to board of
directors and executive committee of Ad-
vertising Federation of America.
Harold V. Phillips, general manager, WTVH
(TV) Peoria, 111., named midwest vice pres-
ident of Committee for Competitive Tv.
Julius Haber, Radio Corp. of America, re-
named 1957-58 public relations-advertising
chairman of Electronics Industries Assn.,
Washington.
Dr. Burton Paulu, radio-tv director, U. of
Minnesota, re-elected president of National
Assn. of Educational Broadcasters, St.
Louis.
Lafe Williams, KFEQ-AM-TV St. Joseph,
Mo., elected chairman of Missouri AP
Radio-Tv Assn., succeeding Bill Bowers,
KTTS-AM-TV Springfield. Dale Low of
KNCM Moberly named vice chairman.
Norman E. Watts, managing director, Adver-
tising Club of L. A., resigns Dec. 31.
EDUCATION
Don Quayle, news supervisor, WOSU
Columbus (Ohio State U.), named acting
program director, succeeding Les Spencer
who joins WBNS, same city.
United Press Facsimile Newspictures
| and
United Press Movietone Newsfilm
Build Ratings
Page 126 • November 18, 1957
Broadcasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by Broadcasting)
November 7 through November 13
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
New Ty Stations
DA — directional antenna, cp — construction per-
mit. EBP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through Nov. 13
On
Air
Am 3,092
Fm 522
Licensed
3,279
380
Cps
306
79
Appls. In
Pend- Hear-
ing ing
488 158
90 17
Tv Summary through Nov. 13
Total Operating Stations in U. S.:
Commercial
Noncomm. Educational
Vhf
407
21
Uhf Total
84, 491i
5 262
FCC Commercial Station Authorizations
As of Oct. 31, 1957 *
Am
Fm
Tv
Licensed (all on air)
3,092
522
379
Cps on air
3,157
533
536
Cps not on air
122
47
119
Total authorized
3,279
580
655
Applications in hearing
158
17
84
New stations request
368
29
75
New station bids in hearing
116
9
50
Facilities change requests
217
17
42
Total applications pending
1,177
138
356
Licenses deleted in Aug.
0
1
0
Cps deleted in Aug.
4
0
2
Grants since July 7 7, 7952:
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
364
. 29
Uhf Total
328 6921
21 502
Applications tiled since April 14, 7952:
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
Commercial
Noncomm. Educ
1,127
. 68
337
Total
1,195 337
Vhf
Uhf
Total
881
591
'1,472s
38
34
72*
919
625
1,538s
1 177 cps (33 vhf, 144 uhf) have been deleted.
2 One educational uhf has been deleted.
8 One applicant did not specify channel.
4 Includes 48 already granted.
s Includes 725 already granted.
ACTIONS BY FCC
Mitchell, S. Dak., Mitchell Bcstg. Ass'n., Inc.
(P. O. Box 736) — Granted cp for new tv station
to operate on ch. 5; ERP 13.7 dbk (23.4 kw) vis.
and 10.7 dbk (11.7 kw) aur.; ant. 570 ft.; waived
Sect. 3.613(b) to permit main studio to be located
at trans, site about half mile from city limits.
Announced Nov. 13.
Houma, La., St. Anthony Tele. Corp. — Desig-
nated for consolidated hearing applications for
new tv stations to operate on ch. 11.
New Orleans, La., Oklahoma Television Corp. —
Designated for consolidated hearing applications
of Oklahoma for new tv station to operate on
ch. 12 and Supreme for mod. of cp to operate on
ch. 12 in lieu of ch. 20. Announced Nov. 7.
St. Louis, Mo., Louisiana Purchase Co. — Desig-
nated for consolidated hearing applications of
Louisiana for cp for new tv station to operate on
ch. 2, and Signal for modification of cp to operate
on ch. 2 in lieu of ch. 36. Comr. Mack abstained
from voting. Announced Nov. 7.
Fargo, N. Dak., North Dakota Bcstg. Co., Inc. —
Designated for consolidated hearing applications
for new tv stations to operate on ch. 11 in Fargo.
Announced Nov. 7.
APPLICATIONS
Waycross, Ga. — John H. Phipps, vhf ch. 8 (180-
186 mc); ERP 5.244 kw vis., 2.8 kw aur.; ant.
height above average terrain 462 ft., above ground
500 ft. Estimated construction cost $122,800, first
year operating cost $120,000, revenue $125,000.
P. O. address Box 3166, Tallahassee, Fla. Studio
and trans, location Waycross, Ga. Geographic co-
ordinates 31° 11' 50" N. Lat., 82° 21' 18" W. Long.
Trans. RCA, ant. GE. Legal counsel McKenna &
Wilkinson, Washington, D. C. Consulting engi-
neer W. A. Snowden Jr., Tallahassee, Fla. Mr.
Phipps, sole owner, is owner of WTAL Tallahas-
see, Fla., WTYS Marianna, Fla., WKTG Thomas-
ville, Ga., WCTV (TV) ThomasviUe, Ga., and
WPTV (TV) West Palm Beach, Fla. Announced
Nov. 7.
Moline, 111. — Illiway Television Inc. vhf ch. 8
(180-186 mc); ERP .316 kw vis., 158.5 kw aur.; ant.
height above average terrain 928 ft., above ground
996 ft. Estimated construction cost $670,000, first
year operating cost $675,000, revenue $725,000.
P. O. address 403 Safety Bldg., Rock Island, 111.
Studio location, Moline, 111. Trans, location, Lynn
Center, 111. Geographic coordinates 41° 17' 31"
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
The First and Only
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Media Brokerage Firm
1. FIRST IN PROPERTIES SOLD
SMALL. LARGE AND VOLUME
WASHINGTON, D. C.
Wm. T. Stubblefield
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STRATEGICALLY LOCATED
CHICAGO, ILL.
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1175
SAN FRANCISCO
W. R. (Ike) Twining
I I I Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting
November 18, 1957 • Page 127
Planning
a Radio
Station?
RCA can help you...
with informative
printed materials
prepared by experts
and available
free of charge.
For literature on equipment of
special interest or other infor-
mation, write to RCA, Dept. ZC-22
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RADIO CORPORATION
of AMERICA
FOR THE RECORD continued
N. Lat., 90° 20' 32" W. Long. Trans., ant. RCA.
Legal counsel Cohn and Marks, Wash., D. C. Con-
sulting engineer Lohnes and Culver, Wash., D. C.
Principals include Stanley H. Guyer (20%), L.. F.
Gran (liy2%), Bruce R. Gran (ll1/2%), Oscar W.
Ellis, Wm. E. Bettendorf, Lambert I. Engdahl,
Kenneth G. Sturtevant, Joseph M. Baisch, S. P.
Durr, Ruth Davis (each 5%) and others. Mr.
Guyer was 6% stockholder, WREX-TV Rock-
ford, 111. L. F. Gran has theatre interests. Bruce
Gran was 32.5% stockholder, WREX-TV. Mr.
Baisch was 1.4% stockholder, WREX-TV. Ruth
Davis is housewife. Dr. Durr is physician. The
others have various business interests. An-
nounced Nov. 13.
Existing Tv Stations
ACTIONS BY FCC
KXLF-TV ch. 4, Butte, Mont.— Granted applica-
tion for private tv intercity relay system for off-
the-air pickup of programs of KID-TV (ch. 3)
Idaho Falls, Idaho, for rebroadcast by KXLF-TV.
Announced Nov. 7.
WSPD-TV ch. 13, Toledo, Ohio — Is being ad-
vised that application for mod. of cp to move
trans, to about 6V2 miles northeast of city, in-
crease ant. from 510 ft. to 1,000 ft., with ERP
316 kw vis., and make other equipment changes,
indicates the necessity of a hearing.
CALL LETTERS ASSIGNED
KNME-TV Albuquerque, N. M. — Regents of the
U. of N. M. and Bd. of Education of City of
Albuquerque; non-commercial ETV.
ber of Commerce.
W81AA Lebanon & Hanover, N. H. — Springfield
Television Bcstg. Corp.
K80AJ San Saba, Tex. — Norman R. Phillips.
"Translator channels are designated by the
numbers in their call letters.
New Am Stations
Allocations
TV CHANNEL CHANGES
By report and order, Commission finalized rule
making in Docket 12173 and amended its tv table
of assignments by deleting ch. 3 from Cheyenne,
Wyo., and adding it to Sterling, Colo., deleting
ch. 8 from Ainsworth, Nebr., and substituting
ch. 8 for ch. 3 in McCook, Nebr., effective Dec. 11.
PROPOSED TV CHANNEL CHANGE
Commission invites comments by Nov. 25 to
notice of proposed rule making looking toward
substituting ch. 75 for ch. 74 in Lewistown, Pa.,
so that latter channel may be available for tv
translator service in North Warren, Pa., area.
Conewango Valley Television, Inc., filed applica-
cation for tv translator station on ch. 75 in North
Warren, but this assignment conflicts with pro-
posal in Docket 12076 to assign ch. 75 to Erie, Pa.
Translators
ACTIONS BY FCC
Pershing County Chamber of Commerce, Love-
lock, Nev. — Granted cp for new tv translator sta-
tion on ch. 70 to translate programs of KOLO-TV
(ch. 8) Reno. Announced Nov. 7.
Charles A. Nelson, Paradise Valley and Gol-
conda, Nev. — Granted cp for new tv translator
station on ch. 74 to translate programs of KBOI-
TV (ch. 2) Boise, Idaho.
UHF — Television For Gallup Ass'n., Gallup,
N. Mex. — Granted cp for new tv translator station
on ch. 70 to translate programs of KOB-TV (ch.
4) Albuquerque.
CALL LETTERS ASSIGNED*
K74AL Gold Beach, Ore. — Community Tele-
vision Assn.
K70AY Lovelock, Nev. — Pershing County Cham-
ACTIONS BY FCC
Fordyce, Ark. — Albert Mack Smith, Phillip D.
Brady and Louis Alford, partnership d/b as Dal-
las County Bcstg. Co., granted 1570 kc, 250 w D,
remote control trans. P. O. address % Mr. Brady,
Box 604, McComb, Miss. Estimated construction
cost $6,245, first year operating cost $19,000, rev-
enue $24,000. Principals own WAPF McComb,
WMDC Hazlehurst, Miss., and WABL Amite, La.
Announced Nov. 7.
Santa Rosa Bcstg. Co., Santa Rosa, Calif.;
KRAK, Golden Valley Bcstg. Co., Stockton,
Calif.; Radio Santa Rosa, Santa Rosa, Calif. —
Designated for consolidated hearing applications
of Santa Rosa for new am station to operate on
1150 kc, 1 kw DA-D; Golden Valley to increase
power of KRAK from 5 to 50 kw, and change
from DA-N to DA-1, continuing operation on
1140 kc unl., and Radio Santa Rosa for new am
station to operate on 1150 kc, 500 w, 5 kw LS,
DA-2, unl. Announced Nov. 7.
Bassett, Va., Radio Franklin Die. — Designated
for consolidated hearing applications for new am
stations. Radio Franklin to operate on 1290 kc,
1 kw D, and Goodman to operate on 1270 kc,
500 w D. Announced Nov. 7.
APPLICATIONS
Pomona- Claremont, Calif. — Intrastate Bcstrs.,
1220 kc, 250 w D. P. O. address Saul R. Levine,
6399 Wilshire Blvd., Los Angeles 48, Calif. Esti-
mated construction cost $24,445, first year operat-
ing cost $48,000, revenue $50,000. Owners are
Harriscope Inc. (Calif, corp.), Abbott London
and Saul Robert Levine (each Harriscope
Inc. has owned KTWO-TV Casper and KTWX-
TV Sheridan, both Wyo. Mr. Abbott has real
estate and construction interests. Mr. Levine is
25% owner KCAL Redlands, Calif. Announced
Nov. 13.
Granite City, DX — Madison County Bcstrs., 920
kc, 500 w D. P. O. address James B. Tharpe, 342
West 40th St., New York. Estimated construction
cost $60,829, first year operating cost $120,000,
revenue $120,000. Owners are Joseph L. Rosen-
miller Jr. (50%) and James B. Tharpe (50%). Mr.
Rosenmiller is vice pres.-58% stockholder of
WESO Southbridge, Mass., pres. -52% stockholder
of WCTC-AM-FM New Brunswick, N. J. Mr.
Tharpe is 5% stockholder of preferred stock and
2.5% stockholder of common stock of Texas Tele-
casting Inc., licensee of KD TJB - AM- TV Lubbock,
Tex., KPAR-TV Sweetwater, Tex., and KEDY-
TV Big Springs, Tex. Announced Nov. 12.
Portageville, Mo. — New Madrid County Bcstg.
Co., 1050 kc, 250 w D. P. O. address Charles W.
Stratton, 710 Pryor St., Mayfield, Ky. Estimated
construction cost $11,040, first year operating cost
$24,000, revenue $30,000. Owners are Shelby Mc-
Callum (25%), Smith Dunn (25%), Mose Bonn,
H. D. Bonn and Chas. W. Stratton (each 16%%).
Mr. McCallum is owner of WCBL Benton, Ky.
Mr. Dunn is U. S. jural mail carrier. Mr. Mose
Bohn is V3 owner of WKTM Mayfield, Ky., as are
H. D. Bohn and Chas. Stratton. Mr. Stratton also
owns y3 of WKOA Hopkinsville, Ky. Messrs.
Bohn, Bohn and Stratton will, with FCC ap-
proval, be Va owners of WNGO Mayfield and
WKTM will be deleted; upon this deletion this
application is contingent. Announced Nov. 12.
Rio Piedras, P. R. — Julio Morales Ortiz, 1200
kc, 250 w unl. P. O. address Box 335, Hato Rey,
P. R. Estimated construction cost $12,500, first
year operating cost $30,000, revenue $42,000. Sr.
Ortiz, sole owner, is 2 shares owner of WRIO
JFIorida
S200.000.00
This regional facility delivers a
major segment of the rich Florida mar-
ket and has possibilities for increased
power and coverage. Located in an area
unsurpassed for living conditions. All
cash required.
Southwest
SOJ.OOO.OO
Presently showing some profit, this
local station is located in a small but
rapidly growing market. Needs owner-
operator. $20,000 down with easy terms.
Exclusive with
^3Lackburn mpamj
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
Sterling 3-4341
wmmmmmmrnmmmmmm^
Page 128 • November 18, 1957
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
Broadcasting
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-541 1
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE *.
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE *
RUSSELL P. MAY
711 14fh St., N. W.
Washington 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE *
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE *
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE *
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE *
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8213
WASHINGTON 4, D. C.
Member AFCCE*
KHAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE *
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phoae Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
Broadcasting
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE •
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE *
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. Dl. 3-7503
SPOT YOUR FIRM'S NAME HERE,
To Be Seen by 77,440* Readers
— among them, the decision-making
station owners and managers, chief
engineers and technicians — applicants
for am, fm, tv and facsimile facilities.
M956 ARB Continuing Readership Study
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Luf kin, Texas
NEptune 4-4242 NEptune 4-9558
Member AFCCE *
November 18, 1957
Page 129
BILLY BANKS, President
Like Hundreds
of Broadcasters . . .
President
BILLY BANKS of
WHAT
Philadelphia, Pa.
and General Manager
DOLLY BANKS
Selected
STAINLESS TOWERS
1
DOLLY BANKS, Gen. Mgr.
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
for Informative
Literature.
ess, i tic*
NORTH WALES • PENNSYLVANIA
FOR THE RECORD CONTINUED
Rio Piedras, which he will sell upon grant of
this application. Announced Nov. 13.
Existing Am Stations
ACTIONS BY FCC
WPOW Brooklyn, N. Y. — Granted application
to change station location to New York City,
establish main studio at 41 E. 42nd St., and main-
tain aux. studios at trans, (operates on 1330 kc,
5 kw DA-1, sharing time with WEVD New York,
and WHAZ Troy). Announced Nov. 7.
KGIL San Fernando, Calif. — Designated for
hearing application for change on 1260 kc from
1 kw DA-1 unl., to 1 kw, 5 kw LS, DA-2 unl.;
made KPPC Pasadena, party to proceeding. An-
nounced Nov. 7.
CALL LETTERS ASSIGNED
WBYE Calera, Ala. — Shelby County Bcstg. Co.,
1370 kc. Changed from WSCB.
WTYM East Longmeadow, Mass. — Springfield
Bcstg. Co., 1600 kc. Changed from WJKO.
WRNB New Bern, N. C— WBOF-TV Inc., 1490
kc. Changed from WOOW.
WTHE Spartanburg, S. C. — Spartanburg Bcstg.
Co., 1400 kc. Changed from WJAN. Effective Jan.
1, 1958.
WEZE Boston, Mass. — Vic Diehm Assoc. Inc.,
1260 kc. Changed from WUDA. Effective Dec. 2.
New Fm Stations
ACTIONS BY FCC
Hamilton, Ohio, The Fort Hamilton Bcstg. Co.
— Granted 103.5 mc, 8.7 kw unl. P. O. address
Robert L. Odson, Second National Bank Bldg.,
Hamilton. Applicant intends to use tower and
equipment already in good operating order, pre-
viously used by WMOH-FM. Principals include
John C. Slade (50%), Herbert G. Pabst (21.45%)
and others. Messrs. Slade and Pabst have inter-
ests in WMOH Hamilton. Announced Nov. 7.
Middletown, Ohio — Paul F. Braden — Granted
105.9 mc. 7.8 kw unl. P. O. address WPFB, Central
Ave., Middletown. Estimated construction cost
$16,100, first year operating cost $3,600, revenue
$10,000. Mr. Braden, owner WPFB Middletown,
will be sole owner. Announced Nov. 7.
APPLICATIONS
Inglewood, Calif.— Albert John Williams, 103.9
mc, .450 kw unl. P. O. address 1310 Fairfield St.,
Glendale, Calif. Estimated construction cost
$8,500, first year operating cost $12,000, revenue
$12,000. Mr. Williams, sole owner, is permittee,
KTYM Inglewood, Calif. Announced Nov. 12.
Kansas City, Kan.— Floyd W. Hurlbert, 98.1
mc, 4.4 kw unl. P. O. address 5094 Rock Creek
Lane, Mission, Kan. Estimated construction cost
$3,700, first year operating cost $10,800, revenue
$15,000. Mr. Hurlbert, sole owner, is division man-
ager, Investors Diversified Syndicate, Kansas
City, Mo. Announced Nov. 12.
Existing Fm Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
KAFE Oakland, Calif.— Daniel Xavier Solo,
98.1 mc.
WDAS-FM Philadelphia, Pa. — Max M. Leon
Inc., 96.5 mc.
Ownership Changes
ACTIONS BY FCC
KBMN Bozeman, Mont. — Granted transfer of
control from Lura B. Penwell, et al., to Dale G.
S. Moore, et al. (Mr. Moore has interests in KVOD
Denver; KSLV Monte Vista, and KRAI Craig,
all Colo.); consideration $22,000. Announced
Nov. 7.
KRIZ Phoenix, Ariz. — Granted assignment of
license to Radio Phoenix, Inc. (Richard B., John
L. and Burton K. Wheeler have interest in
KTLN Denver, Colo.); consideration $100,000. An-
nounced Nov. 7.
WIPA Annapolis, Md. — Granted transfer of
control from James Stolcz, et al., to Robert J.
Kent; consideration $49,200, plus assumption of
$20,800 liabilities. Announced Nov. 7.
WJKO East Longmeadow, Mass. — Granted
transfer of control from Gerson Askinas, et al.,
to Paul J. and Frances P. Perreault, and Arthur
and Helen S. Tacker (Paul J. Perreault and
Arthur Tacker have interest in WSKI Montpelier,
Vt.); consideration $15,900 for 60.4%. Announced
Nov. 7.
WMOU-AM-FM Berlin, N. H. — Granted assign-
ment of licenses to McKee Bcstg. Co., Inc. (Rich-
ard P. and Virginia A. McKee); consideration
$110,000. Announced Nov. 7.
WJWG Conway, N. H. — Granted assignment of
license to McKee Bcstg. Inc.; consideration $55,-
000. Announced Nov. 7.
KMIN Grants, N. Mex.— Granted assignment of
license to John Blake and David M. Button, d/b
as Grants Bcstg. Co.; Mr. Button has interest in
KSVP Artesia, N. Mex.; consideration $37,500.
Announced Nov. 7.
KSTA Coleman, Texas — Granted acquisition of
positive control by Floyd Shelton (now 30%
stockholder) through purchase from H. H. Jack-
son of latter's 50% interest; consideration $35,-
000. Announced Nov. 7.
WTRB Ripley, Tenn. — Granted assignment of
license to Shelby McCallum, Smith Dunn and
L. B. Fuqua d/b as Lauderdale Bcstg. Co. (Mr.
McCallum owns WCBL Benton, Ky.); considera-
tion $19,500. Announced Nov. 7.
KOWB Laramie, Wyo.. — Granted transfer of
control from Richard P. and Virginia A. McKee
and Gordon Davis to Richard K. Power, John C.
Hunter and Oswald A. Friend, Jr. (Messrs.
Power and Hunter have interests in WCMP Pine
City, Minn., and Mr. Power also has interest in
WAVN Stillwalter, Minn.); consideration $54,925.
Announced Nov. 7.
APPLICATIONS
KSJO San Jose, Calif. — Seeks assignment of li-
cense from Patrick H. Peabody to Santa Clara
Bcstg. Co. (a Calif, corp.). Corporate change. No
control change. Announced Nov. 13.
KROG Sonora, Calif. — Seeks assignment of li-
cense from Brewster E. Ferrel to John H. Rob-
bins for $20,063. Mr. Robbins was in auto repairs.
Announced Nov. 12.
WGHF (FM) Brookfield, Conn.— Seeks acquisi-
tion of positive control of licensee corp. (Eastern
Bcstg. System Inc.) by August J. Detzer through
purchase of stock from W. G. H. Finch and Elsie
G. Finch for $4.80 per share. Announced Nov. 12.
WROD Daytona Beach, Fla. — Seeks transfer
of control of licensee corp. (Daytona Beach
Bcstg. Corp.) from John S. Murphy and James
F. McDonough to Radio of Daytona Inc. for
$145,000. Radio of Daytona Inc. is owned by
Morton G. Basset* Jr. (80%) and James F. Mc-
Donough (20%). Mr. Bassett is account executive
(2% interest) John Blair, stations reps. Mr. Mc-
Donough has been chief engineer, WROD. An-
nounced Nov. 13.
WFEC Miami, Fla. — Seeks transfer of control
of licensee corp. (Florida East Coast Bcstg. Co.,
Inc.) from Harry Trenner to Harry Trenner,
Herbert Schorr, Fraternity Assoc. Inc. and 16
others through corporate reorganization and is-
suance of new stock for loan of $135,000. Harry
Trenner's present holdings will be reduced to
approximately 37%, Herbert Schorr's will be re-
duced to 30% and new stockholders will own
33I/3%. (See WRVM Rochester, N. Y., below.) An-
nounced Nov. 7.
WMGE Madison, Ga. — Seeks assignment of li-
cense from Dairlyland Bcstg. Co. to Howard C.
Gilreath and F. K. Graham d/b as Gilreath and
Graham for $30,000. Mr Gilreath is manager of
WVOP Vidalia, Ga. Mr. Graham is president and
50% owner of manufacturing corp. Announced
Nov. 12.
WLS Chicago, 111. — Seeks transfer of control of
licensee corp. from Agricultural Bcstg. Co. to
The Prairie Farmer Publishing Co. Corporate
change. No control change. Announced Nov. 13.
KLEE Ottumwa, Iowa — Seeks transfer of con-
trol of licensee corp. (Mid-America Bcstg. Co.,
Inc.) from J. William O'Connor and Jack Lester
to Carroll H. Marts for $57,500 basic purchase
price. Mr. Marts is vice president, sales, MBS.
Announced Nov. 7.
WFEA Manchester, N. H. — Seeks relinquish-
ment of positive control of licensee corp. by Far-
ris E. Rahall through issuance of new stock.
Owners' interests: Farris E. Rahall, N. Joe Rahall,
Sam G. Rahall, Clyde R. Fry and O. R. Davies
(each 20%). Messrs. Rahall own 23.4% of WKAP,
WQCY (TV) Allentown, Pa., 23.8% of WNAR
Norristown, Pa., one-third of WTSP St. Peters-
burg, Fla. N. Joe Rahall owns 49.25% of WWNR
Beckley, W. Va., while the other two Rahalls
each own 15.25%. O. R. Davies is 4.6% owner of
WKAP, WQCY (TV) and 4.8% owner of WNAR.
He is also manager of WKAP and WQCY (TV).
Announced Oct. 28.
WRVM Rochester, N. Y. — Seeks transfer of
control of licensee corp. (Rochester Bcstg. Co.,
Inc.) from Florida East Coast Bcstg. Co. Inc. to
Fraternity Assoc. Inc. and 16 other stockholders
through corporate reorganization and issuance of
new stock. Upon consummation of transfer of
control of Florida East Coast Bcstg. Co. (see
WFEC Miami, Fla., above) common stockholders
of that company will be identical with stockhold-
ers of Rochester Bcstg. Co. Announced Nov. 7.
WHYL Carlisle, Pa., WAYZ Waynesboro, Pa.,
WFVA Fredericksburg, Va., WAGE Leesburg, Va.,
WSIG Mt. Jackson, Va., WINC, WRFL (FM)
Winchester, Va., WELD Fisher, W. Va.— Seeks in-
voluntary transfer of control of respective li-
censee corps., or involuntary assignments of li-
censees or cps, from Richard F. Lewis Jr. to
Marion Park Lewis, executrix of estate of Rich-
ard F. Lewis Jr., deceased. Announced Nov. 13.
WEZN Elizabethtown, Pa. — Seeks assignment
of cp from Will Groff tr/as Colonial Bcstg. Co.
to Colonial Bcstg. Co. (a corp.) for $12,700 plus
$5,000 in stock. Colonial Bcstg. Co. will be
owned by Lowell W. Williams (51%), Richard
E. Burg (29%), Will Goff (10%) and Ella K.
Nelson ( 10% ) . Mr. Williams was general man-
ager and 37.5% owner of WNOW-AM-FM-TV
York, Pa. Mr. Burg is station manager, WNOW-
AM-FM-TV. Mr. Goff was announcer-salesman,
Continued on page 135
Page 130 • November 18, 1957
Broadcasting
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 20$ per word — $2.00 minimum • HELP WANTED 25f per word— $2.00 minimum.
• All other classifications 30^ per word — $4.00 minimum. • DISPLAY ads #20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting expressly repudiates any liability or responsibility for their custody or return.
RADIO
Help Wanted
Management
Manager wanted immediately for radio station
in metropolitan Canadian city. The right man
should be strong on sales and promotion and
willing to accept real challenge to build up
station. Excellent opportunity for man not
afraid of plenty of work at least for the first
year. Excellent salary and incentive. Also
wanted, three salesmen. Rush full details and
previous experience to Box 718B, BROADCAST-
ING.
Need a combo manager-salesman for small
southwest single market. Must be capable of
personal sales, as well as organizational ability
to train others in competitive market. Must have
knowledge of agency and regional accounts.
Box 802B, BROADCASTING.
Station manager or commercial manager. Inde-
pendent in market of 30,000 with 11 years ex-
perience, local, network, small and metropolitan
markets with excellent references. Thorough
knowledge of music-news operation. Promotion-
minded. Can sell against best salesman in town.
Available January first 1958. For salary require-
ments, references, and resume write Box 926B,
BROADCASTING.
General manager-aggressive sales. Take charge
of excellent well-equipped daytime station in
rural eastern seaboard market. Want honest,
hard worker who likes small towns and selling.
Excellent salary and commission. Box 952B,
BROADCASTING.
Strong selling manager wanted for midwest radio
and tv station. Wonderful deal for right man.
Send full details to Box 969B, BROADCASTING.
Expanding central U. S. station desires manager
with proven record. Exceptional opportunity.
Good salary. Excellent working conditions. Good
salary plus override. Send complete info to Box
970B, BROADCASTING.
Sales
Good opportunity in Wilmington, Delaware for
experienced man who can sell radio. Guaranteed
$125 per week against 15%. Personal interview
necessary. List age, education, experience, pres-
ent billing. Box 685B, BROADCASTING.
If you are a top radio salesman and ready for
management or sales manager of a progressive,
fast moving radio station, send full info to Box
972B, BROADCASTING.
Live like a millionaire, and start making your
million while you're doing it. Come to Cali-
fornia! . . . not .-just for the winter . . . but for
a permanent sales position with a young, ag-
gressive, expanding organization. We'll meet
your terms if you're an experienced salesman
with a proven production record ... so no
matter how well you're doing now, this is your
big chance to make the break to California . . .
to start striking it rich without any cut-back
from your present income. Apply Radio Station
KJOY, Hotel Stockton, Stockton. You'll be glad
you did!
Wonderful opportunity for experienced salesman,
who wants permanent position. Rich market,
plenty of business. Most ideal spot in California
to live. One hour to trout fishing and hunting.
All new RCA equipment. We want a high type
man who will become part of the community.
Radio Station KONG, P. O. Box 1429, Visalia,
California.
Immediate opening for experienced local sales
manager. Excellent opportunity for qualified man
with top, fulltime station in flourishing market.
Send full particulars in first letter to General
Manager, WCLI, Corning, New York.
Salesman-announcer-engineers-continuity writer.
WCLW, 791 McPherson St., Mansfield, Ohio.
We are looking for a saleslady to assist in radio
time sales. We would like one with either agency
or station experience. A guaranteed salary plus
commissions to handle specialty accounts. Some
air time if desired. Send photo and full informa-
tion. WFRO, Fremont, Ohio.
Immediate opening for experienced salesman.
Established accounts and market. Guarantee
against commission. This Is a well paying posi-
tion for the ambitious salesman. Send full in-
formation, experience and photo. You will be
called by phone for personal interview if your
qualifications meet requirements. Contact Robert
F. Wolfe, WFRO, Fremont, Ohio.
RADIO
Help Wanted— (Cont'd)
Sales
Write your own ticket! Sales opening at WLOB,
Portland's top station and key Lobster Network
outlet, means opportunity for top man. Grow
with us! Contact Mel Stone, WLOB, Portland,
Maine.
Announcers
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, BROADCASTING.
Florida top-notch pop DJ. $100 week to start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, BROADCAST-
ING.
2 years experience. Strong music, Basie to
Beethoven. News, write continuity and copy.
Tops on board. Box 525B, BROADCASTING.
Need tape, resume, photo from versatile an-
nouncer. 50 kw central New York station. Box
762B, BROADCASTING.
Immediate opening for staff announcer qualified
also as newsman. 1,000 watt independent near
Chicago. Personal interview necessary, detail
age, education, experience in resume. Box 821B,
BROADCASTING.
TV affiliated first station in five-station midwest
medium market desires capable board-operating
morning man with sound staff qualifications and
television potential. No eccentrics considered.
Address tape, resume, snapshot and require-
ments to Box 863B, BROADCASTING.
In and around Dallas, Texas, we need good an-
nouncers, no dj's please. Must know good music,
send tape and resume to Box 875B, BROAD-
CASTING.
Will have opening around January first for chief
announcer. Excellent proposition for man capable
assistance on sales and copy or play-by-play
sports. Single station market Rocky Mountain
west. Box 925B, BROADCASTING.
Two openings. Needed immediately. Top-notch
dj and good experienced announcer for outstand-
ing Illinois radio station. Salary tops in major
market. Send resume, photo and tape to Box
956B, BROADCASTING.
If you can come into a major market, take over
four hours of 5 kw music and news station, and
build an audience in three months on your per-
sonality, then you're the man we want. Send
audition tape and resume. Box 957B, BROAD-
CASTING.
Disc jockey and special events man for top-
rated show on top-rated news and music indie.
Sunny Florida living in booming market. Send
tape, resume, etc., to Box 958B, BROADCAST-
ING.
Immediate opening — dj midwest. Peppy. Experi-
enced. Introduce records in rhyme. $150 week.
Box 102C, BROADCASTING.
Want experienced dj for morning show. Strong
on commercials. $350 to $375 month. Good future.
Growing area. Mild climate. Good beaches. Send
tape, resume to Manager, KBRZ, Freeport, Texas.
Need good combination disc jockey. Play-by-
play man or play-by-play salesman. First class
helpful but not necessary. Salary, talent and
commission. KFJI, Klamath Falls, Oregon.
Experienced announcer. Can also sell at high
percentage, to later become commercial man-
ager. Contact Dr. F. P. Cerniglia, Radio Station
KLIC, Monroe, Louisiana, Fairfax 3-4617.
Snappy announcer-salesman. If you have "zoom"
for music and news phone KPRK, Livingston,
Montana. Paying eighty-five dollars week plus
fifteen percent commission to start.
RADIO
Help Wanted— (Cont'd)
Announcers
Sports announcer for year-around play-by-play.
Apply E. C. Pieplow, KSDN, Aberdeen, South
Dakota.
Announcer with first phone, no maintenance,
contact G. C. Packard, KTRC, Santa Fe, N. M.
Announcer experienced all phases needed im-
mediately by 5,000 watt NBC station, city of
17,000. Our man should hail from Kansas or
adjacent states. This is permanent position with
good station and floaters need not apply. Send
audition, references, marital and draft status, and
salary requirements to Jim Heaton, KVGB, Great
Bend, Kansas.
Announcer with approximately one year experi-
ence looking for permanency and a real future,
for morning show. Send tape, resume and pic-
tures to WARK, Hagerstown, Maryland.
Announcer-newsman who would like to take
over complete news department. Must be able
to gather, write and broadcast. Good oppor-
tunity in a good news station. WBYS, Canton,
Illinois.
Experienced staff dj. All-round man. WKLZ,
Kalamazoo, Michigan.
WPAZ Pottstown, Pa. needs personality disc
jockey. Salary open, profit sharing.
Fulltime 5 kw, independent, wants pop dj who
can do news, and who wants to become a mem-
ber of growing organization. Start at $75.00 per
week. Send tape, resume and photo to T. C.
Hooper, Radio Station WQOK, P. O. Box 298,
Greenville, S. C.
Wanted, announcer with sports experience. Joe
Phillips, WSSO, Starkville, Mississippi, home of
Mississippi State College.
Ohio, immediate— dj, fast paced, experienced.
Call Akron, Blackstone 3-6171.
Big small town market of 70,000 (general vicinity
of Atlanta) wants combo man with 1st phone
ticket for night shift — never more than 4 or 5
hours per night on board, only 5 nights a week.
Must have good voice. Send tape, resume and
desired starting salary immediately to Don
Mitchell, 230 Lakeview Ave., NE, Atlanta 5,
Georgia.
Technical
Need an engineer-announcer for small southwest
single market. Prefer man from the southwest.
Box 801B, BROADCASTING.
Wanted engineer for 5000 watt network affiliate,
south, must stay sober, be cooperative, energetic
with good character. Full information photo,
references required first letter. Box 804B,
BROADCASTING.
Florida east coast daytimer needs combo-man.
Would be chief engineer. Good base. Can sell if
desired. Box 922B, BROADCASTING.
Engineer-announcer with first class ticket for
combo work in major market. Good voice and
experience required. Send audition tape and
resume. Box 957B, BROADCASTING.
Chief engineer-announcer or chief engineer-
salesman with solid experience either combina-
tion, salary to $125 depending. Midwest preferred.
Require complete resume, tape, picture. Box
961B, BROADCASTING.
Chief engineer-announcer or sales. California
indie. Must be responsible, sober, strong on
experience and ability. Top remuneration. Can
buy share. Send resume, photo, tape first mail.
Box 984B, BROADCASTING.
Eastern Kentucky daytimer needs first class
engineer immediately. Send complete resume.
Box 991B, BROADCASTING.
Broadcasting
November 18, 1957 • Page 131
RADIO
RADIO
Stations — (Cont'd)
Help Wanted— (Cont'd) Help Wanted— (Cont'd)
Technical
Wanted, engineer-announcer with first class
phone. Central Penna Network affiliate. Experi-
ence preferred, immediate opening, benefits.
Write Box 999B, BROADCASTING.
Wanted, first phone, with good voice, unlimited
opportunities and good pay, desirable place to
work, with good staff. Contact Mike Donovan,
KANA, Anaconda, Mont.
Combination engineer-announcer needed imme-
diately. Good salary. Excellent working con-
ditions. Call, wire or write Les Ryder, KCIL,
Houma, Louisiana.
Engineer-announcer. Combination board work
and maintenance. First phone. Contact KCOW
Radio, Alliance, Nebraska.
Chief engineer-announcer send tape and resume
to KWOW, Pomona, California.
Engineer wanted with 1st class radio-telephone
license. Apply WBEC, 33 Eagle Street, Pittsfield,
Mass.
Technical supervisor take charge well equipped
am-fm operation. New Gates kilowatt am, GE fm
transmitters, remote controlled. Applicants must
have several years all-around maintenance ex-
perience. Excellent opportunity for engineer
preferring station which maintains A-l equipment
condition. Contact Ray Cheney, WMIX, Mt.
Vernon, Illinois.
Wanted, engineer, first class, for 5 kw directional,
no announcing required. Contact Harry W. Jack-
son, CE, WMMN, Fairmont, W. Va.
Production-Programming, Others
Someone to handle traffic and some correspond-
ence. Progressive station. Northwest North Caro-
lina. Wonderful climate. Excellent pay to the
right person. Box 882B, BROADCASTING.
Want experienced local newsman. Photographic
experience helpful. Pay in three figures for right
man. Send pix, tape and full facts. Box 940B,
BROADCASTING.
Experienced and persuasive copywriter for net-
work station in beautiful Texas resort city. Box
946B, BROADCASTING.
Production-Programming, Others
Immediate opening for good, experienced con-
tinuity director for pace setting radio station in
major midwest market (Illinois). Salary tops.
Send samples, photo, background. Box 956B,
BROADCASTING.
Experienced woman office and traffic manager
with bookkeeping knowledge and well-rounded
small station background. Salary to $85. Furnish
complete resume, references, picture. Midwest.
Box 962B, BROADCASTING.
5000 watt Mutual station desires ambitions pro-
gram director for progressive midwest market.
Terrific opportunity. Send full info to Box 971B,
BROADCASTING.
Immediate opening for experienced radio cre-
ative newsman. WCOJ, Coatesville, Penna.
Copywriter. Experienced. Send details. WEOK,
Poughkeepsie, N. Y.
Newsman, no experience necessary. $60 week to
start. Journalism background preferred. Enthus-
iasm desired. No clock watchers please. Contact
News Director, Ed Leonard, WICH, P. O. Box
629, Norwich, Connecticut, pronto.
Newsman. Radio-television, capable leg and air
man with small market r.tation experience who
can gather, write, and air news; journalism
education background preferred: married: vet-
eran; stable and dependable with good refer-
ences: one who wants a permanent berth in a
news department which has twice received na-
tional recognition. Scale starts at $85 for 40
hours. Salary commensurate with experience
and ability. Write or phone W. P. Williamson.
WKBN, Youngstown, Ohio. Sterling 2-1145.
News director needed for local news operation
which covers suburbs north of New York City.
Good news background, voice necessary. Mod-
ern air-conditioned studios, happy people, good
salary and future. Present news editor leaving
after eight mutually happy years. Send resume,
tape at once. WLNA, Peekskill, New York.
RADIO
Situations Wanted
Management
Permanent location, with opportunity of part
ownership. Experienced all phases. Box 807B,
BROADCASTING.
Seeking first opportunity as manager. Ten years
radio-tv-theatre. 30, married, mature. Box 862B,
BROADCASTING.
Seeking job manager small station southern
states working interest or salary. Experienced
announcing, sales programming. Not a super
radio man, just plain common sense. Ambitious.
References. Available immediately. Box 884B,
BROADCASTING.
Mountain states; manager, assistant manager,
program director, announcer, or combo thereof.
Will consider all openings in this area. Ten years
radio experience all departments and some tele-
vision. Box 933B, BROADCASTING.
Seven years experience public relations, news-
paper and all phases station operation, except
engineering. Now managing two stations. Love to
sell, B.A. Degree Radio Station Administration.
Married, 31. Box 951B, BROADCASTING.
Desire to manage good music station. Twenty
plus years experience in radio. Married, sober
and economical. Professional musician. Box
992B, BROADCASTING.
Experienced manager, thirteen years radio-
television. Looking for opportunity to manage
station, become part-owner. Degree, family,
sales-minded, economical operator. Good refer-
ences. Box 993B, BROADCASTING.
Top man now in northeast major market will
relocate as operations manager for top money.
Ten years experience. If you can afford a good
operation, I'll send resume. Box 100C, BROAD-
CASTING.
General manager for small market station de-
sires similar position with medium or large mar-
ket station. Proven record and best references
from nation's most respected multiple-station
owner. Current station sold after increase in
income. Available after December 15th. Will
accept salary-override arrangement or will work
out management contract. Must have minimum
$9,000 plus. Write to R. C, 1750 39th Ave., San
Francisco.
Situations Wanted — (Cont'd)
Sales
Sales, aggressive, intelligence, fine appearance.
Veteran, young, college graduate, scholarship
student. Locate N. Y. area. Box 938B, BROAD-
CASTING.
Announcers
DJ beginner, capable, eager to please, salary
second to opportunity. Grad N. Y. radio school.
Tape and resume immediately on request. Box
785B, BROADCASTING.
Girl personality, dj, run own board, eager to
please. Free to travel, gimmicks and sales. Box
786B, BROADCASTING.
Personality-dj. Strong commercials, gimmicks,
etc., run own board. Steady, eager to please, go
anywhere. Box 787B, BROADCASTING.
Highly experienced deejay now in top market.
Negro. Great voice. Hipster. First phone. Box
887B, BROADCASTING.
Basketball announcer, 7 years experience. Finest
of references. Excellent voice. Box 898B, BROAD-
CASTING.
Topnotch personality who x-sells; for station
with showmanship; no top fortier; state salary.
Box 928B, BROADCASTING.
Attention! Large markets! Searching for a top-
flight personality deejay, who does a terrific "on
the air" selling job? Look no further. I'm your
man. 6 years experience, excellent voice, re-
freshing delivery, versatile, production minded,
good references. Present salary $130.00. Box
930B, BROADCASTING.
Announcer: Radio-tv. Aggressive, enthusiastic.
Strong, convincing "sell" appeal. Pleasant voice.
Production-minded, capable writer. Interested
in permanency and future. Box 931B, BROAD-
CASTING.
Announcer with six years experience in news,
records, and play-by-play sports would like to
relocate in N. C. or Virginia. Presently with 50
kw. Box 935B, BROADCASTING.
Got it? — Get it! Production-minded dj with fine
music show. 3 years experience; selling voice;
4 years college; married. Box 936B, BROAD-
CASTING.
Exceptionally talented newcomer wants posi-
tion announcing news, sports, dj. Married, col-
lege grad. TV acting background. Box 942B,
BROADCASTING.
Sinus trouble is forcing me to leave central
Illinois. If you are located in a favorable climate,
need a 35-year-old, married, local news man or
fast moving disc jockey, can pay 450-500 dollars
per month to start, write Box 948B, BROAD-
CASTING.
Attractive girl personality desires disc jockey
position. Experience, college graduate. Box 950B,
BROADCASTING.
Professional broadcaster, married, veteran, col-
lege graduate, eleven years broadcasting, known
in the industry, desires program directorship, 5
to 50 kilowatts. Box 953B, BROADCASTING.
Announcer possessing warm, friendly dj banter,
good news, looking for immediate opening. 4
years experience. Box 960B, BROADCASTING.
Experienced announcer-salesman. Young, am-
bitious, family man. Veteran, college, employed.
Box 963B, BROADCASTING.
Rarity, deejay with talent, also first phone. No
Storzman he, he a showman be. $140.00. Box
964B, BROADCASTING.
Top deejay in midwestern city of 50,000 desires
better working conditions in the midwest. Mar-
ried; college education; two years experience;
capabilities unlimited. Box 965B, BROADCAST-
ING.
Former network sportscaster and sports director
wishes to relocate. Excellent play-by-play. Tape,
picture and resume on request. Box 966B,
BROADCASTING.
Experienced staff announcer. Prefer midwest.
Will consider all. Top references. Box 978B,
BROADCASTING.
DJ, three years experience, good commercial de-
livery, know music, family. Box 981B, BROAD-
CASTING.
Experience, versatility, stability. 12 years radio
and tv. Announcer-salesman. Play-by-play.
Combo. Strong news, music, writing. Sober,
mature family man. Show me opportunity to
advance according to what I produce, and I'll
show you real professional ability. Top refer-
ences. Don't answer this if you're looking for
amateur or cheap help. Box 983B, BROADCAST-
ING.
The BIG MONEY goes to
F. C. C. LICENSED MEN!
F.C.C. License — the Key to Better Jobs
An FCC commercial (not amateur) li-
cense is your ticket to higher pay and
more interesting employment. This license
is Federal Government evidence of your
qualification. Employers are eager to hire
licensed technicians.
Grantham Training Does the Job
Grantham School of Electronics special-
izes in preparing students to pass FCC
examinations. We train you quickly and
well. All courses begin with basic funda-
mentals— NO previous training required.
Beginners get 1st class license in 12 weeks.
Learn by Mail or in Residence
You can train either by correspondence
or in residence at either division of Grant-
ham School of Electronics — Hollywood,
Calif., or Washington, D. C. Our free book-
let gives details of both types of courses.
Send for your free copy today.
MAIL TO SCHOOL NEAREST YOU.
^ Grantham Schools, Desk 14-F \
821 19th Street N. W. fin 1505 N. Western Ave.
Washington 6, D. C. UK Hollywood 27, Calif.
Please send me your free booklet, telling how I can
get my commercial FCC license quickly. I understand
there is no obligation and no salesman will call.
Name
Address
City State
I am interested in:
rj Home Study, [J Resident Classes
Page 132 • November 18, 1957
Broadcasting
RADIO
TELEVISION
TELEVISION
Situations Wanted — (Cont'd)
Announcers
Experienced dj desires non-combo operation
with opportunity to develop as personality on
morning or nighttime show. Top 40 operation.
Max music— min chatter. Box 987B, BROAD-
CASTING.
Announcer. Ten years experience network af-
filiate and independent. Quality voice, familiar
all types music. News and sports, write and de-
liver. Also copy. Some sales. Public relations,
college. Married. Car. Box 989B, BROADCAST-
ING.
Disc jockey; experienced, vet, college. Prefer
east coast. Interview or tape will convince. Box
990B, BROADCASTING.
Experienced staff announcer, specialize in sports.
734 McKinley Place South, St. Cloud, Minnesota.
Florida, attention: former resident returning with
extensive announcing experience, 1st ticket.
News and good music specialist. Box 104,
Greensboro, N. C.
Versatile staff man, four years announcing ex-
perience, available November 15th. Will consider
all offers. References, married, reliable. Cal
Harvey, WMRE, Monroe, Georgia (81711).
Radio announcer. Negro. B.S. Degree. Thoroughly
trained in news, commercials, board dj work.
Travel anywhere, tape, resume available. Don
McKay, 114-27 - 141st Street, Jamaica, N. Y. JA.
9-2607.
Announcer, some experience in major market.
Operate console. Presently employed, desire job
in any market at reasonable salary comparable
to market. Married, children, do not drink.
Contact John Stikes, Mobile, Alabama. Phone
Greenwood 9-2373.
Technical
Engineer, 1st phone, experienced am and fm
transmitter, studio, remotes and recording. Will
relocate. Available immediately. Box 865B,
BROADCASTING.
First phone; experienced transmitter, control
room, remotes, and constructions. Box 959B,
BROADCASTING.
Combo man, 1st phone, $85, no car. BE 7-6721
after 6:00 p.m. Russ Randolph, 2219 N. Parkside
Ave., Chicago, Illinois.
Production-Programming, Others
Program director, want position with full re-
sponsibility of that department. 14 years ex-
perience in all departments of radio and tv.
Fully qualified to oversee a smooth operation in
a competitive market. Can furnish best of ref-
erences from past employers. Married, sober, 30
years old. Box 932B, BROADCASTING.
Experienced 1st phone combo family man prefer
c/w deejay. No maintenance. Box 939B, BROAD-
CASTING.
Idea man with production and announcing ex-
perience, now working, interested in position to
develop as a personality. Interested only in op-
eration with fast-paced production; no combo
operation; no daytimer; $125. Write Box 949B,
BROADCASTING.
I think I know. At least I should, having spent
the past 10 years creating advertising and pro-
motion for every phase of radio and television in-
cluding network, spot and local. Have served as
copywriter, assistant manager and manager. Can
supply excellent references and samples. If
you're looking for a man who's old in experi-
ence and young in fact, let's talk. Box 967B,
BROADCASTING.
Holiday help. Experienced all phases. Now till
January 6. Work holidays. Eastern U. S. Box
985B, BROADCASTING.
Continuity writer, imaginative, versatile, ac-
curate. Woman. Experience local news editing,
traffic, interviewing also. Employed Washington,
D. C; want north central location, radio, tele-
vision, or agency continuity. Box 986B, BROAD-
CASTING.
Husband-wife team desire positions with ad-
vancement, management possibilities. College
graduates, experienced most phases radio. Inter-
ested community living. Prefer west or north-
west, but will consider any good offer. Box 988B,
BROADCASTING.
Commercial continuity writer with 7 years ex-
perience in radio and television. Ellis Babcock,
913 S. 12th, Manitowoc, Wise.
Help Wanted
Management
Expanding central U. S. station desires manager
with proven record. Exceptional opportunity.
Good salary. Excellent working conditions. Good
salary plus over-ride. Send complete info to
Box 973B, BROADCASTING.
Sales
Unusual opportunity created for assistant na-
tional tv sales manager for two tv stations, one
NBC-TV and one ABC-TV, owned by the same
company, in one of the richest markets in mid-
America. Send complete info to Box 974B,
BROADCASTING.
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B, BROADCASTING.
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee,
Wisconsin.
Production-Programming, Others
Experienced television copywriter with speed
and imagination for Texas vhf. Box 945B,
BROADCASTING.
New net affiliate in three station market ur-
gently needs applications from experienced news-
men who are able to head department as well
as deliver it on the air. Excellent opportunity for
excellent talent. Box 968B, BROADCASTING.
Fine opportunity for news man with strong mid-
west radio-tv outlet. Desire man who can report
news, and write, as well as do both radio and
tv air work. Send full info tape, availability,
salary desired, photo, experience to Box 975B,
BROADCASTING.
Artist-photographer combination. Radio and tele-
vision operation. Must have working knowledge
of news and commercial photography. Complete
photo equipment and dark room facilities avail-
able. Send complete background and samples of
work to Box 976B, BROADCASTING.
We need an idea man to head up our promotion
department for midwest radio and tv station.
Unlimited opportunity. Good salary, commensu-
rate with ability to build and develop top notch
promotional ideas. Send samples, background to
Box 977B, BROADCASTING.
Newsman: Wanted immediately by Michigan
radio-tv station. Good delivery and ability to
gather and write own news essential. Send tape,
resume and photo. State salary requirements first
letter. Contact News Director, WJIM-TV,
Lansing.
TELEVISION
Situations Wanted
Management
Manager-salesmanager. Management and sales
experience in television and radio. Dependable
with consistent successful record. Desires stable
growth operation. Box 934B, BROADCASTING.
Station manager-commercial manager. Hard
working, conscientious with outstanding tv sales
and ad agency record. 10 years experience with
best of references. Relocate west of Mississippi
only. Family man interested in incentive plan.
Available now! Box 982B, BROADCASTING.
Manager in small market, looking for oppor-
tunity in larger market. Sales-minded, eco-
nomical operator, sound ideas, programming
background. Thirteen years radio-television. Ex-
cellent references. Box 994B, BROADCASTING.
Sales
Sales, aggressive, intelligence, fine appearance.
Veteran, young, college graduate, scholarship
student. Locate N. Y. area. Box 938B, BROAD-
CASTING.
Family man. Three years with present employer.
Seeks greater potential in western market.
Available for interview. Box 944B, BROAD-
CASTING.
Thoroughly experienced, good record, fine refer-
ences. Sales-management experience. No drifter,
family, 31. If you have the right, permanent posi-
tion, I'll make you money. Box 980B, BROAD-
CASTING.
Situations Wanted — (Cont'd)
Announcers
Experienced announcer, presently employed in
radio, desires advancement to tv. Single, 27,
veteran. Tape, resume available. Box 908B,
BROADCASTING.
Versatile tv man desires position in northeast.
Smooth commercial delivery, news, weather,
sports and mc experience. Box 921B, BROAD-
CASTING.
TV announcer, air personality. Solid experience,
exceptional ability, outstanding tv-radio back-
ground. Seeking better financial opportunities.
Box 941B, BROADCASTING.
Professional broadcaster, married, veteran, col-
lege graduate, eleven years broadcasting, known
in the industry, desires major market program
directorship. Box 954B, BROADCASTING.
Seeking job as staff announcer radio-tv. Thor-
oughly trained. Live commercial experience.
Tape available. Box 979B, BROADCASTING.
News-sports. Gather, write, air news. Action
sports. Five years at the "mike," four years "on
camera." Seeking bigger market after present
city three years. Box 996B, BROADCASTING.
Technical
More radio than tv experience, recent technical
school graduate. Box 929B, BROADCASTING.
Immediate Sale
12 KW GE UHF
TRANSMITTER
complete including Pyranol
Transformers
Antenna System
including 365' Stainless
Tower and Waveguide
Studio Equipment
complete including 2 studio
camera chains and 2 film
camera chains
Excellent Condition
Will sell transmitter or
studio equipment separately
or make offer on entire
package
Inventory and Description
on request
Write Box 104C, Broadcasting
Broadcasting
November 18, 1957 • Page 133
TELEVISION
FOR SALE
WANTED TO BUY
Situations Wanted — (Cont'd)
Technical
Engineer, 1st phone, experienced all phases of
studio operation, presently employed. Desires to
relocate on west coast. Box 995B, BROAD-
CASTING.
Production-Programming, Others
Photographer. Experienced news and commer-
cial, complete equipment; family: locate any-
where. Box 893B, BROADCASTING.
Copywriter-fresh, new production ideas, on-
camera and writing experience. Box 920B,
BROADCASTING.
Young man, 25, college degree, Masters in music
and tv production and direction. Three years ex-
perience as tv-music director and cameraman.
Experienced singer, actor. Seeks position with a
future. Box 937B, BROADCASTING.
Versatile television announcer. Two years on-
camera. News, weather, commercials. Two years
radio-television sales. Seven years radio. An-
nouncing, programming. Married, stable. Will
announce, sell or consider radio management.
Box 998B, BROADCASTING.
FOR SALE
Stations
For sale, fulltime station located in midwest, do-
ing nice business. No broker. Box 924B, BROAD-
CASTING.
For sale: North Alabama small station, new
equipment, excellent market, good gross. $75,000
with $25,000 cash down. No brokers. Box 943B,
BROADCASTING.
Wanted, operating partner. Owner of two single
station market properties in northeast seeks ag-
gressive, competent operator who will buy 50%
interest in both and operate them. Other commit-
ments prevent me from doing the right kind of
a job myself. Cash necessary, but ability more
important. Write fully in confidence. Box 997B,
BROADCASTING.
California fulltime. Good frequency. Excellent
growth possibilities. Now grossing $12,000
monthly and increasing. Asking $185,000 with
$65,000 down. Box 103C, BROADCASTING.
Quality broadcast property now available on ex-
clusive basis. Ralph Erwin, Broker. Tuloma
Building, Tulsa.
Ozark wonderland. A thriving medium city mar-
ket. A pioneer station. Priced at $90,000. Written
inquiries invited. Ralph Erwin, Broker. Tuloma
Building, Tulsa.
Mid-continent station. Now available. A full-
time operation. City of more than 30,000. Less
than 300 miles from Kansas City. Substantial
down payment required. Written inquiries in-
vited. Ralph Erwin, Broker. Tuloma Building,
Tulsa.
Twin City investment groups seek selected mid-
western radio and television properties for im-
mediate investment. Substantial cash down pay-
ments assured. All inquiries handled with con-
fidence and discretion. Herb Gross Associates,
253 Plymouth Building, Minneapolis, Minnesota.
Stations — ( Cont'd )
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
16mm professional motion picture production
equipment, complete, like new. Free descriptive
list. Box 927B, BROADCASTING.
For immediate sale. Two (2) Adler model VST
150H tv transmitters, 150 watts visual, 75 watts
aural, channel 13. One (1) Alford 4 bay gain of
4 transmitting antenna, channel 13. One (1)
beacon for above. One (1) dummy load. KSHO-
TV, El Rancho Vegas, Las Vegas, Nevada. Phone
Dudley 2-8010.
740 feet 6% inch coax transmission line in per-
fect condition. Crated and ready for shipment,
$7,400 cash. Contact W. L. Shackelford, KSWS-
TV, Roswell, New Mexico.
Mobile broadcast studio. Converted air line bus.
With or without equipment. Range 20 miles.
Money maker. WEOK, Poughkeepsie, N. Y.
Two Dage 300C vidicon camera chains with latest
modifications, including two cameras, two cam-
era controls, two power supplies, two 1-inch
lenses, two 3-inch lenses, two tripods and fric-
tion heads. George Wilson, WWTV, Cadillac,
Mich. Prospect 5-3478.
Tower, 200' guyed Windcharger, new type light-
ing, perfect condition, presently erected, will ac-
cept best offer received before November 30,
must be moved promptly, Phillip G. Back, Ark-
ansas Gazette Building, Little Rock, Arkansas.
WANTED TO BUY
Stations
Stations wanted! New Mexico, Texas, Colorado,
Oklahoma, Louisiana, Kansas, Arkansas, Mis-
souri. Private service. Ralph J. Erwin. Broker.
The Tuloma Building, Tulsa.
Equipment
Wanted to buy, 10 kw fm transmitter, other fm
accessories. Reply Box 467B, BROADCASTING.
Wanted: 250 watt fm transmitter, frequency and
modulation monitor. State make and condition.
Quick cash sale. Box 947B, BROADCASTING.
Television studio in New York state wants used
lighting equipment. Box 101C, BROADCASTING.
Used Gates remote control units, complete. Con-
tact Ken Duke, KDDD, Dumas, Texas. Phone
Webster 5-4141.
Interested in purchasing a 3 kw or a 5 kw fm
transmitter or a 5 kw fm amplifier which can
be driven by a 1 kw RCA fm transmitter.
E. Sonderling, WOPA, Oak Park, Illinois, Village
8-5760.
We need 5 to 10 kw fm transmitter and acces-
sories-monitor-studio equipment. Any unit or
full set up. Write Missionary Foundation, Box
254, Pasadena, California.
Equipment — (Cont'd)
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30, Pa.
INSTRUCTIONS
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in'
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
RADIO
Help Wanted
Announcers
PERSONALITY DJ
If you are a dj who is a personality on a
minimum of talk and who can follow
sound music policy, WSBA, York, Penn-
sylvania has an attractive position for
you. Salary open. Send tape and complete
information to Program Director.
»•»•»•»•»•»•»• »•»•»•»•»• »•»•»•»•»•»•»•»•»• »• »•»•»•»•».»• j> »•
% FLORIDA OPENING Z
« Steady announcer-disc jockey <?
2 wanted by new, live-wire music and %
« news daytimer. (Not top 40) . Good «
<? salary for good man. Pleasant work- <?
% ing conditions. Excellent fishing and %
» swimming. Average temperature «
? 74°. Rush tape, photo and resume. ■?
% WBIL, Box 638, Leesburg, Florida %
•3 -3 •(! •(? •« -<S -S ■($ •« -3 •« •« •« •<! •« •« •« •« •« -3 -3 -3 -8 -3 -8 -8 -3 -8 -3 «
Situations Wanted
I PAY-TV OPPORTUNITY
I Television station in prosperous and growing city of
I 210,000 population. Ideal opportunity for early en-
1 try into prosperous Pay-TV. includes 60,000 square
I feet of valuable land well located, 5,260 square feet
I tile and cement block building fully equipped and air
1 conditioned, 450 foot tower, RCA transmitter and
| Channel 17 radiator. Will sell for less than replace-
I ment cost on favorable terms.
I Box 820B, BROADCASTING
ONE OF AMERICA'S
LEADING INDEPENDENTS
in top 20 market soon moves out
into other major areas. We're now
recruiting talented, experienced
jocks and newsmen ready to join
young, aggressive, dynamic group
operation. Solid, mature, non-fran-
tic success-proved broadcasters in-
vite your tape and resume. Send to
Bill Burns, Pgm. Dir.
Gordon Broadcasting Co.
HOTEL SINTON • CINCINNATI 2, OHIO
Announcers
AT LIBERTY
Clyde Caswell, also known professionally
as Jim Christie. Over 20 years radio
experience. Knows all facets. Voted in
"Top Ten" D.J.'s in c/w field last three
years. Interested in Management, Pro-
gramming or what have you? Would like
Midwest or Chicago area but will con-
sider all others. Excellent references of
past performances.
1428 Jefferson St.. Des Plaines, 111.
Page 134 • November 18, 1957
Broadcasting
TELEVISION
FOR THE RECORD continued
Help Wanted
OPPORTUNITY. Experienced young
woman to do live TV commercials on
across-the-board show in Philadelphia.
Must be personable and sell convincingly.
Young housewife type preferred. Firm
contract to right gal. Send full resume
and photograph to
Box 923B, BROADCASTING.
ASSISTANT PROMOTION MANAGER
Network owned TV station in
East needs an assistant pro-
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some writing ability. Send resu-
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Box 105C, BROADCASTING
FOR SALE
J Transmitter, VHF Dumont 25 I
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] Box 688B, BROADCASTING f
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
EMPLOYMENT SERVICE
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7, D. C.
Continued from page 130
WNOW. Ella Nelson has retail fur shop. An-
nounced Nov. 7.
WPCC Clinton, S. C— Seeks assignment of cp
from Clinton Bcstg. Co. to Radio Station WPCC
Inc. Corporate change. No control change. An-
nounced Nov. 12.
KMIL Cameron, Tex. — Seeks assignment of li-
cense from Milam County Bcstg. Service Ltd., to
Milam Bcstrs. Ltd. Corporate change. No control
change. Announced Nov. 6.
Hearing Cases
FINAL DECISIONS
Commission announced its order of Nov. 6
dismissing petition by Sangamon Valley Televi-
sion Corp., unsuccessful applicant for ch. 2 in
Springfield, HI., comparative proceeding for re-
consideration or clarification of Aug. 27 action
(announcing approval of specifications submitted
by WMAY-TV Inc., for operation of station
WMAY-TV Springfield, on ch. 36 pursuant to
memorandum opinion and order which sub-
stituted ch. 36 for ch. 2 and modified WMAY-TV
authorization accordingly, which action was
without prejudice to whatever action Commis-
sion may be required to take as result of deci-
sions by Court of Appeals in Sangamon Valley
Television Corp. v. United States and FCC) to
reflect the fact that, under the specific terms of
grant which it voluntarily accepted, WMAY-TV
Inc., has surrendered all asserted rights with
respect to ch. 2. Comrs. Mack and Craven ab-
stained from voting.
By memorandum opinion and order of Nov. 13,
Commission denied petition by Radio Cincinnati
inc. (WKRC-TV ch. 12), Cincinnati, Ohio, inter-
vener, for enlargement of issues and motion to
strike certain language in opposition thereto
filed by WHAS Inc. (WHAS-TV ch. 11), Louis-
ville. Ky., in proceeding on application of
WHAS-TV to move trans, toward Lexington,
Ky., increase ant. height to 1,818 ft., and make
other changes.
By memorandum opinion and order of Nov. 13,
Commission denied motion by Nevada Telecast-
ing Corp. (KAKJ ch. 4), Reno, Nev., for discov-
ery and inspection of certain statements in con-
nection with proceeding on revocation of cp of
KAKJ. Comr. Ford abstained from voting.
By memorandum opinion and order of Nov. 13,
Commission denied motion by Booth Radio &
Television Stations Inc. (WJVA), South Bend,
Ind., to enlarge issues in am proceeding on its
application and that of Allegan County Bcstrs.,
Allegan, Mich., both involving 1580 kc.
Commission announced its decision of Nov. 13
which (1) dismissed pleading by American
Southern Bcstrs. entitled "Further Reply to
and Explanations of Questions Directed to Carrol
F. Jackson at Oral Hearing"; (2) granted pro-
tests of Southland Bcstg. Co. (WLAU) and New
Laurel Radio Station Inc. (WAML), both Laurel,
Miss.; (3) reversed Commission's action of Nov.
24, 1954, granting application of Carroll F. and
D. N. Jackson, d/b as American Southern Bcstrs.
for new am station (WPWR) to operate on 1430
kc, 1 kw D, in Laurel, Miss., and denied said
application, and (4) terminated proceedings in
Docket 11262. Comrs. Craven and Ford abstained
from voting.
INITIAL DECISIONS
Hearing Examiner H. Gifford Irion issued
initial decision looking toward grant of ap-
test by Mid-Florida Radio Corp. (am station
WLOF), Orlando, Fla., and (2) confirming Feb. 6
grant of application of Telrad Inc., for mod. of
cp of station WESH-TV (ch. 2) Daytona Beach,
Fla., to move trans, to a site about 25 miles from
Daytona Beach in direction of Orlando and in-
crease ERP to 100 kw vis. and 60.3 kw aur. and
ant. height to 940 ft. Announced Nov. 7.
Hearing Examiner Jay A. Kyle issued initial
decision looking toward grant of application of
Gold Coast Bcstrs. for new am station to operate
on 1470 kc, 5 kw DA, D, in Pompano Beach, Fla.
Announced Nov. 8.
Hearing Examiner Annie Neal Huntting issued
an initial decision looking toward grant of ap-
plication of Robert H. Sauber for new am station
to operate on 1430 kc, 500 w D, in Franklin, Pa.
Announced Nov. 8.
Hearing Examiner Thomas H. Donahue issued
initial decision looking toward grant of applica-
tion of Beehive Telecasting Corp. for new tv
station to operate on ch. 11 in Provo, Utah. An-
nounced Nov. 13.
OTHER ACTIONS
. Commission Instructions in Docket Cases
Commission on Nov. 13 directed preparation
of documents looking toward:
Denying petition by Community Telecasting
Co. (WXTV ch. 73), Youngstown, Ohio, for re-
hearing and reconsideration of Sept. 5 memo-
randum opinion and order which dismissed its
protest to Commission's Feb. 20 grant of appli-
cation of WKST Inc., to change trans, site of
WKST-TV (ch. 45) and make equipment changes,
and
Denying petition by Interstate Bcstg. Co. Inc.
(WQXR), New York City, for rehearing and
stay of Feb. 13 decision which granted applica-
tion of E. Weaks McKinney- Smith for new am
station to operate on 1560 kc, 1 kw unl., em-
ploying a three-element directional ant., in
Paducah, Ky.
ORAL ARGUMENTS SCHEDULED
Commission on Nov. 13 scheduled following
am proceedings for oral argument on Dec. 10:
Hocking Valley Bcstg. Corp. (WHOK) Lan-
caster, Ohio.
Valley Bcstg. Co. and Cherokee Bcstg. Co.,
both Murphy, N. C.
Star of the Plains Bcstg. Co., Slaton, Texas,
and Plainview Radio, Plainview, Tex., resched-
uled from Nov. 25 to Dec. 10.
By order, Commission designated for hearing
on specified issues application of Sacramento
Telecasters Inc., for mod. of cp to change trans,
and studio site of KBET-TV (ch. 10) Sacramento,
Calif., change type ant. and make other equip-
ment changes; denied requests by McClatchy
Bcstg. Co. for stay of Dec. 9, 1954, grant of KBET-
TV application and for oral argument on Mc-
Clatchy's petition for inclusion of issues; granted
McClatchy petition for inclusion of certain issues
insofar as they relate to application for mod. of
cp and denied petition in all other respects;
granted KBET-TV motion to strike McClatchy's
petition for inclusion of issues from ch. 10 com-
parative proceeding; made McClatchy party to
proceeding.
Routine Roundup
ACTIONS BY FCC
PETITIONS FOR RULE MAKING FILED
Star Broadcasting Co. Inc., WCBF-TV Roch-
ester, N. Y. — Petition requesting amendment of
Sec. 3.606 of rules to allocate ch. 13 to Rochester.
Petitioner also requests issuance of order to
show cause why its authorization for ch. 15
Rochester should not be modified to specify
operation on ch. 13.
ACTIONS ON MOTIONS
On petition by ch. 16 of Rhode Island Inc.
(WNET ch. 16), Providence, R. I., Commission
on Nov. 8 granted in part request for extension
of time for filing reply comments in tv rule-
making proceeding involving Providence; New
Haven, Conn., and Portland and Orono, Me.;
time extended from Nov. 12 to Nov. 27.
By Hearing Examiner Basil P. Cooper on Nov. 7
Ordered that prehearing conference will be
held on Nov. 19 in re fm applications of Hall
Bcstg. Co. Inc., Los Angeles; Hogan Bcstg. Corp.,
Long Beach, and Richard C. Symonton, Los
Angeles, all Calif.
By Hearing Examiner James D. Cunningham
on Nov. 8
Ordered that hearing presently scheduled for
Nov. 13 on application of Chinook Television
Co., Yakima, Wash., for cp to replace expired
permit (ch. 23), is continued indefinitely pending
action on applicant's petition for dismissal of
his application without prejudice.
By Chief Hearing Examiner James D.
Cunningham on Nov. 6
Granted petition of Jack A. Burnett for dis-
missal without prejudice of his application and
retained in hearing status application of United
Telecasting and Radio Co., for new tv stations
to operate on ch. 9 in Ogden, Utah.
By Hearing Examiner Annie Neal Huntting
on dates shown
Granted motion of Public Service Bcstg.,
Riviera Beach, Fla., and continued from Nov. 8
to Nov. 15 for exchange of applicants' direct
cases, from Nov. 13 to Nov. 20 for giving notice
as to witnesses desired for cross-examination,
and hearing is continued from Nov. 20 to Nov.
27, in proceeding on Public's am application and
that of Gold Coast Bcstg. Co., Lake Worth, Fla.
By Hearing Examiner Elizabeth C. Smith
on Nov. 5
Granted petition of Cleveland County Bcstg.
Co., Shelby, N. C, for leave to amend its am
application to show engineering changes which
will result in reducing interference it will re-
ceive from the proposal of Mountain View Bcstg.
Co., Jonesboro, Tenn., and application, as
amended, is retained in hearing status.
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of November 8
WAHR Miami Beach, Fla. — Granted assignment
of licenses to Alan H. Rosenson and Yvette
Rosenson, d/b as Mercantile Bcstg. Co.
KLEA Lovington, N. Mex. — Granted assignment
of license to Lea County Bcstg. Co. (stock trans-
action).
KFYR-TV KMOT, KUMV-TV, KFYR— Granted
acquisition of positive control by Marietta Meyer
Ekberg through sale of stock by Etta Hoskins
Meyer to licensee (stock to be retired).
WOV New York, N. Y. — Granted relinquishment
of positive control by Morris S. Novik through
Broadcasting
November 18, 1957 • Page 135
FOR THE RECORD continued
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•
CHANNEL 4
WWJ-TV
DETROIT
NBC TELEVISION NETWORK
ASSOCIATE AM-FM STATION WWJ
First in Michigan— Owned and
Operated by THE DETROIT NEWS
•
National Reprejenfaf/ve*
PETERS, GRIFFIN, WOODWARD, INC
BUYING
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BUSINESS?
BEST BUY
IN ROANOKE!
WSLS-TV
The circle of WSLS-TV influence
reaches a 2 billion dollar market
. . . bringing 548,200 households
within sales range.
Confirmed by NCS #2 Spring 1956
Page 136 • November 18, 1957
the sale of stock to Georgia L. Weil and Edna
M. Hartley.
WCGC Belmont, N. C. — Granted license cover-
ing increase in power, change hours of opera-
tion, install DA and new trans.; conditions.
WOKZ Alton, 111. — Granted mod. of license to
change studio location and remote control point.
KDDD Dumas, Tex. — Granted cp to change
ant. -trans, location and operate trans, by remote
control (same as studio), and waived Sect. 3.30
(a) of rules.
KOIL Omaha, Nebr. — Granted cp to install new
main trans.
KETA Oklahoma City, Okla.— Granted mod. of
cp to change ERP to vis. 74.1 kw, aur. 44.7 kw,
and change type trans, ant. height 1450 ft.
WMDF Mount Dora, Fla. — Granted mod. of cp
to change ant. -trans, location, specify studio lo-
cation (same as trans, location), change type
trans, and make changes in ant. (increase height)
and ground system; condition.
WBAB Babylon, N. Y. — Granted mod. of cp
to change type trans, and make changes in
ground system.
WQIC Meridian, Miss. — Granted mod. of cp
to change antenna-trans, location.
WTRN Tyrone, Pa. — Granted change of remote
control authority.
Actions of November 7
Granted licenses for following tv stations:
KOTI, California Oregon Television, Inc., Kla-
math Falls, Oreg.; KHQA-TV, Lee Bcstg., Inc.,
Hannibal, Mo.; WRLP Greenfield Television
Bcstg. Corp., Greenfield, Mass.; WTVK, South
Central Bcstg. Corp., Knoxville, Tenn.; WPTA,
Sarkes Tarzian, Die, Roanoke, Did., and change
description of studio and trans, locations to 3333
Butler Rd., Fort Wayne, Ind.; KP AC-TV, Texas
Goldcoast Television, Die, Port Arthur, Tex.;
KGEZ-TV, KGEZ-TV, Die, Kalispell, Mont., ERP
vis. 15.1 kw, aur. 8.91 kw, ant. height 220 ft., and
specify studio location (same as trans, site);
KSPR-TV, Donald Lewis Hathaway, Casper, Wyo.
ERP vis. 13.5 kw, aur. 6.76 kw, ant. height 80
ft.; KO AC-TV, State or Oregon Acting By and
Through the State Board of Higher Education,
Corvallis, Oreg. ERP vis. 29 kw, aur. 14.5 kw ant.
height 1210 ft. (Noncommercial Educational TV);
WMVS-TV Milwaukee Board of Vocational and
Adult Education, Milwaukee, Wis. ERP vis. 129
kw, aur. 65.7 kw, ant. height 740 ft. (Noncommer-
cial Educational TV).
KODE-TV Joplin, Mo. — Granted license cover-
ing changes in facilities of tv station ERP vis.
219 kw (DA), aur. 129 kw (DA).
WMAL-TV Washington, D. C. — Granted license
to maintain trans, incorporated (granted 10-
3-55) as aux. facilities at main trans, site.
KOMO-TV Seattle, Wash. — Granted license
covering installation of aux. trans, and ant. at
main trans, site.
WMAR-TV Baltimore, Md. — Granted license
covering installation of aux. trans, at main trans,
site.
KTBC-TV Austin, Tex. — Granted license cover-
ing changes in facilities (main trans. & ant.);
and installation of aux. trans, at main trans, site.
KELO-TV Sioux Falls, S. Dak.— Granted li-
cense covering changes in facilities of tv sta-
tion; ERP vis. 224 kw, aur. 126 kw, ant. height
980 ft., and specify studio location.
WBNS-TV Columbus, Ohio — Granted request
for cancellation of license covering aux. trans,
in order to facilitate installation of new equip-
ment, as previously authorized by the Com-
mission.
KOB-TV Albuquerque, N. Mex. — Granted cp to
change ERP to vis. 27 kw, aur. 13.5 kw, change
type of trans, and other equipment changes, ant.
height 4200 ft.
KWJB-FM Globe, Ariz. — Granted mod. of cp
to change type trans.; condition.
WHYN-TV Springfield, Mass.— Granted exten-
sion of completion date to 1-1-58.
Actions of November 6
WTAE McKeesport, Pa. — Granted mod. of cp
to change studio location to Penn-Lincohi Park-
way interchange, Ardmore Blvd., Wilkinsburg,
Pa., and waived Sect. 3.613(b) of the rules; ant.
height 960 ft.
WDHF Chicago, Dl. — Granted mod. of cp to in-
crease ERP of fm station to 52 kw, specify new
trans. -ant. location as 9727 S. Central, Oak Lawn,
ni.; and studio location and remote control point
as 9680 Plaza Terrace, Chicago, Dl.; change type
trans, and make changes in ant. system; ant.
height 230 ft.
KETC St. Louis, Mo. — Granted extension of
completion date to 1-6-58.
Actions of November 5
WISC-TV Madison, Wis.— Granted license for
tv station; ant. height 790 ft.
KBRV Soda Springs, Idaho — Granted license
for am station.
WEZB Homewood, Ala. — Granted license cover-
ing change in ant.-trans. location and make
changes in ant. and ground system.
WDSG Dyersburg, Tenn. — Granted cp to move
trans, approximately 300 ft. from present location
(same address), change studio location and op-
erate trans, by remote control; condition.
KFAD Fairfield, Iowa — Granted extension of
authority to remain silent for additional 45 days
from 11-1-57 to permit the preparation and proc-
essing of application for assignment of license.
KALV Alva, Okla. — Granted extension of au-
thority to sign-off at 7:30 p.m., local time or
period ending 1-1-58.
KMOR Oroville, Calif. — Granted permission to
remain silent for period of 30 days from 11-2-57
for purposes of refinancing and reorganizing and
allow time for completion of transfer negotia-
tions.
Following were granted extensions of comple-
tion dates: KOCS Ontario, Calif., to 3-31-58;
KELL Kellogg, Idaho, to 3-31-58.
Actions of Nov. 4
KCLP Rayville, La. — Granted license for am
station; conditions.
WXXX Hattiesburg, Miss. — Granted license for
am station; conditions.
KCUR-FM Kansas City, Mo. — Granted license
for noncommercial educational fm station.
KPEN Atherton, Calif. — Granted license for
fm station.
KRCW Santa Barbara, Calif. — Granted license
for fm station; studio-remote control point ad-
dress specified as 818 State St., Santa Barbara.
WWW Grafton, W. Va. — Granted license cov-
ering installation of new trans.
WSPD Toledo, Ohio — Granted license covering
installation of new trans, as alternate main
trans, at main trans, site.
WBNX New York, N. Y. — Granted cp to install
new trans, as an aux. trans, at present main
trans, site.
WCKR Miami, Fla. — Granted cp to change aux.
trans, location from old main trans, location to
present main trans, location.
WOAI-TV San Antonio, Tex. — Granted cp to
maintain presently licensed trans, and ant. at
old trans, site as aux. facilities.
Following were granted extensions of comple-
tion dates: WTWO Bangor, Me., to 1-13-58;
WSBA-TV York, Pa., to 5-22-58; KOXR Oxnard,
Calif., to 5-21-58; WWHG Hornell, N. Y., to 12-31.
License Renewals
WABV Abbeville, S. C; WADE Wadesboro,
N. C; WAIM Anderson, S. C; WAKN Aiken,
S. C; WATA Boone, N. C; WBAW Barnwell,
S. C; WBBB Burlington, N. C.j WBBO Forest
City, N. C; WBCU Union, S. C; WBEU Beaufort,
S. C: WBIG & aux. Greensboro, N. C; WBLR
Batesburg, S. C; WBRM Marion, N. C; WBUY
Lexington, N. C; WCDJ Edenton, N. C; WCEC
Rocky Mount, N. C; WCKB Dunn, N. C; WCNC
Elizabeth City, N. C; WCPS Tarboro, N. C;
WCSC Charleston, S. C; WDKD Kingstree, S. C;
WDNC Durham, N. C; WEAB Greer, S. C;
WEED Rocky Mount, N. C; WGTC Greenville,
N. C; WGWR Asheboro, N. C; WIAM Williams-
ton, N. C; WIS Columbia, S. C; WIST Charlotte,
N. C; WJAN Spartanburg, S. C; WJNC Jackson-
ville, N. C; WKBC North Wilkesboro, N. C;
WKMT Kings Mountain, N. C; WLON Lincoln-
ton, N. C; WSAT Salisbury, N. C; WTIK Dur-
ham, N. C; WWIT Canton, N. C; WICO Salis-
bury, Md.; WJKO Springfield, Mass.
UPCOMING
November
Nov. 17-20: Tenth Annual Conference, Public Re-
lations Society of America, Hotel Sheraton,
Philadelphia.
Nov. 19-20 : American Assn. of Advertising Agen-
cies, eastern region, Roosevelt Hotel, New
York.
Nov. 22: Television Bureau of Advertising, mem-
bership meeting, Sheraton Hotel, Chicago.
Nov. 22: American Assn. of Advertising Agencies,
east central region, Detroit.
December
Dec. 6: Board of governors, Canadian Broadcast-
ing Corp., House of Commons, Ottawa.
Dec. 9: UP Newspaper Editors of New York
State, Hotel Syracuse, Syracuse.
Dec. 18: "Resurgent New England," state broad-
caster groups organization meeting, Vendome
Hotel, Boston.
January
Jan. 24-26: American Women in Radio & Tv,
annual "Sight and Sound Seminar," Hotel
Biltmore, Palm Beach, Fla.
Jan. 30-31: 13th annual Radio & Television In-
stitute, School of Journalism, U. of Georgia.
February
Feb. 1: Farm Broadcasting Day, celebration to
be planned by NARTB and Dept. of Agri-
culture.
Feb. 3-7: American Institute of Electrical Engi-
neers, general meeting, Statler and Sheraton-
McAlpin Hotels, New York.
Feb. 13-15: 11th annual Western Radio and Tv
Conf., Bellevue Hotel, San Francisco.
April
April 22-24: Electronic Components Conf., Am-
bassador Hotel, Los Angeles. *
April 24-26: Advertising Federation of America,
fourth district convention, Floridian Hotel,
Tampa, Fla.
April 28-May 1: 36th annual Broadcast Engineer-
ing Cong., Statler Hotel, Los Angeles.
Broadcasting
the high speed and wide latitude
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Speaking for NBC cameramen all over the
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Newsfilm, said that DuPont Superior® 4
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News cameramen have to shoot many situa-
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a test of this film's speed, a man was photo-
graphed in a darkroom, holding a lighted match
a foot from his face. With this single light
source, DuPont "Superior" 4 recorded recog-
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99 times out of 100, these cameramen cannot
afford the luxury of a meter reading before they
shoot. They rely on their experience and their
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picture — and they usually can't go back and try
again. Many of the men assign their own speed
ratings to a film, and NBC has learned to de-
pend on the wide latitude of "Superior" 4 to
handle these varied ratings during processing.
In view of the confidence which NBC's ex-
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place in DuPont "Superior" 4, it's not surprising
to find that this fine film is in NBC's film stocks.
FOR FURTHER INFORMATION about Du Pont Motion
Picture Films, ask the nearest Du Pont Sales Office,
or write Du Pont Co., Photo Products Dept., Wilming-
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Canada (1956) Limited, Toronto.
Mr. Gene Juster (right) of NBC Newsfilm
and Mr. William Sweet, Du Pont Tech-
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Los Angeles 38, Calif., 7051 Santa Monica Blvd.
New York 11, N. Y 248 West 18th Street
Phila., Pa. 308 E. Lancaster Ave., Wynnewood
Export . . Nemours Bldg., Wilmington 98, Del.
November 18, 1957 • Page 137
PLAYBACK
QUOTES WORTH REPEATING
| RADIO'S STERLING QUALITIES
I; Stephen B. Lubunski, vice president in
|| charge of programming, American Broad-
II casting Network, told the Providence Ad-
|| vertising Club that it is difficult to make
|| a bad buy in radio and virtually impos-
sible to make a bad buy in network radio.
11 He made these points about radio to ad-
|| vertisers and agencies seeking effective
|| advertising at a reasonable cost:
II ' We think that network radio offers
|| you some possible answers. Radio is the
|| only medium which effectively combines
entertainment, communication, informa-
tion and advertising all at once. It offers
showmanship in entertainment plus sales-
I! rnanship by personalities. It offers you
copy control and the kind of careful in-
tegration of commercials into the body
|| of radio shows which makes your ad-
|| vertising more effective.
Radio has the quality of multi-access —
§J the ability to reach into every room in
the house, into the automobiles, and
everywhere else outside of the home.
|| Radio is ambiactive — it allows listeners
to continue doing the things they have
to do or want to do while listening to
the radio. Radio is the ideal medium
for reaching 170 million people through
140 million radio sets — the largest po-
ll tential circulation you can buy in ad-
1| vertising. No other advertising medium
|| has anything like radio's power to satu-
rate, its ability to persuade and its ex-
ll traordinary capacity to reach people
|| everywhere and in every conceivable
gl; activity.
| WHAT'S FUNNY ABOUT TV FUN?
||- " Critic-writer John Lardner, in the Nov.
|| 2 New Yorker magazine, examines the
whys and wherefores of good humor as
expressed on the air and finds it little
better than "synthetic fun."
In a number of recent television shows,
|| the dominant note has been one of good
§| humor without visible or audible cause.
11 The performers in these shows — Frank
Sinatra, Dinah Shore, Bing Crosby, Perry
• Como and Louis Armstrong, among
others — have worked long and hard to
|§ establish the point that comedy on credit,
II the mere display of cheerfulness or gaiety,
|| is a satisfactory substitute for comedy it-
self. Heard comedy, they seem to sug-
|| gest, is droll; that unheard and accounted
for is just as funny It's a tenuous propo-
11 sition, at best. In practice, comedy on
credit, or synthetic fun, is bound, I think,
to embarrass and frustrate the spectator
|| who was brought up on the product of
|| outright professional comedians. Gay or
not (and much of the best of it is sad or
§| dour or wolfish), real comedy has a
sound metallic base. It accounts for
itself.
It's true that we're living at a time of
II crisis for comedy in television. The air
Page 138 • November 18, 1957
has been almost completely purged of
trained comedians, on commercial
grounds. . . . Live entertainment in the
costly evening hours has fallen largely
into the hands of "personalities" like Mr.
Sinatra, Miss Shore, and the others . . .
("Personality" seems to be a slang word
in the trade for a singer who goes on per-
forming between songs). The personality,
or singer, is asked to manage the entire
gamut of crowd-pleasing, from music to
clowning. The fun he or she produces
turn out invariably to be synthetic fun —
the comedy of the baffling wink, the
groundless giggle, the esoteric gesture, the
private joke or allusion in a language that
appears to be rooted in jazz dialect or
Athapascan, or both.
. . . What's disturbing about this state of
affairs is that the taste for complete com-
edy (which at its best involves not only a
comic point but an opportunity for satire
and comic criticism) is in some danger of
being bred out of our species entirely, like
the taste of natural orange juice.
The sham comedy of the singer-person-
ality has several subdivisions. One is non-
chalance, a time-honored substitute for
wit. Nonchalance on television ranges
from the easy, polished, almost ingrained
equanimity of Mr. Crosby, which seems to
arise logically from his character, to the
utter sang-froid of Mr. Como, who is
nonchalant in a purer, more literal sense,
like a damp match. In Miss Shore, who
now sometimes practices it for humorous
purposes, nonchalance is a little out of
place, as it might be in any normally vi-
vacious and straightforward woman. Mr.
Sinatra, a somewhat adaptive performer
(though an excellent singer), is fine at non-
chalance when he is working with an ex-
pert like Mr. Crosby. At other times, he
handles the mood uncertainly; he is prob-
ably not a natural-born understater.
There's a tendency among personalities
who are inexpert at composure to "break
up," as the current jargon goes — to laugh,
sometimes from nervousness, sometimes
deliberately and wishfully, with no prov-
ocation whatsoever. . . .
GLOOMY OUTLOOK FOR FILM
Edwin Silverman, president of Chicago's
Essaness Theatre Corp., thinks banking
interest are forcing film executives to sell
backlogs to tv at too meager a price. He
warns that this could collapse the movie
industry as it exists today and subse-
quently put tv in the impossible position
of having to bear high film production
costs by itself. Mr. Silverman's remarks,
in part, to the Essaness board:
After careful analysis of the impact of
the release of major motion pictures to
television, it is an inescapable conclusion
that unless the distributing companies
refrain from short-sightedly making addi-
tional important pictures available to tv,
the theatre business as we know it will
disappear.
It is possible that 10,000 theatres may
close during the next year.
The liquidating influence of banking
interests has caused veteran film execu- if
tives to act against their best judgment in
selling their backlogs to television for
meager sums. |
Ironically, if theatres perish, future
quality motion pictures will not be
available to television because tv cannot |
absorb the heavy production costs that
accompany the making of quality
movies. ... |j
Television, as it is now constituted,
cannot match movie theatres in covering 1
the enormous costs of making fine films. |
Producers and distributors of quality
movies must realize they cannot have 1
their cake and eat it too, unless and until 1
pay television comes along.
SUN OR SHADOWS AHEAD?
The biggest business boom in history, %
to start around 1962 is predicted by
Arch N. Booth, executive vice president
of the Chamber of Commerce of the
U. S. Speaking Thursday before the In-
surance Federation of New York, Mr. |:
Booth warned that governmental restric-
tions on private enterprise can endanger
this bright outlook. A portion of his talk l|
follows ||
The business boom which America §
has been enjoying for the past ten years,
the experts tell us, is slowing down. But ||
no widespread slump is in sight.
For the five-year period ahead — be- ||
tween now and 1 962 — the economists see
a steady growth of the economy.
And, then — beginning about 1962 —
this country will experience the greatest
business boom in its history.
The business future is bright, indeed ||
— they tell us. ||
But things will not be that easy. There
are hazards in the way.
For example, there are hazards which i;
business faces on the legislative front. ...
The future of business will be shaped ||
by the decisions that are made in the ||
legislative halls and the administrative ||
offices of Washington.
If we are to enjoy good business in this
country in the months and years ahead,
then we must have a philosophy back
of our national policies and national laws ||
that is conducive to good business —
and not a philosophy that frowns on
free enterprise and considers it an evil.
. . . The whole future of private busi-
ness could be changed by laws passed in
one single session of Congress. And
there is plenty of evidence to show that
it definitely would be, if the business ||
community were thoroughly well organ-
ized, alert to what is happening and vigor-
ously on the job. |§
&s
••.'::-:-..-.V.:V.:v.:-.::- :'/V • .-• . .7 • .
Broadcasting
1 1 1 1
and the giant punch board
This is a nuclear reactor. And neu-
trons from the tons of pure uranium
metal inserted in these holes produce
radioisotopes — the strange and won-
derful prizes of the atomic age.
While these man-made radioactive
materials have been available for only
a short time in commercial quantities,
they have already found a wide range
of uses — in industry, in agriculture
and in medicine where radioisotopes
have practically replaced radium in
the treatment of cancer.
Every day new uses are being found
for uranium in nuclear power devel-
opments. To meet these present and
future needs, Anaconda has developed
reserves of millions of tons of urani-
um ore. These reserves, together with
new ore processing methods pioneered
by Anaconda at its Bluewater, New
Mexico plant, have made Anaconda
America's leading producer of ura-
nium concentrate.
Other Anaconda products are also
contributing to the expanding use of
nuclear energy. Many are used in the
actual production of radioisotopes,
while lead — another metal produced
in large quantity by Anaconda — is em-
ployed as radiation shielding where-
ever radioactive material is present.
Anaconda's role in nuclear energy
is typical of the way in which its ex-
tensive line of non-ferrous metals and
metal products — the broadest combi-
nation offered industry today — is con-
tributing to America's growth and
progress. 5728oa
The
AnacondA
Company
The American Brass Company
Anaconda Wire & Cable Company
Andes Copper Mining Company
Chile Copper Company
Greene Cananea Copper Company
Anaconda Aluminum Company
Anaconda Sales Company
International Smelting and
Refining Company
Broadcasting
November 18, 1957 • Page 139
FOR NEWS
IN THE
NATION'S
CAPITAL...
IS THE SPEAKER OF THE HOUSE!
WRC is Washington's favorite radio station for news! Its Monday-through-Friday local news
programs win an average 26% share of audience-greater than the competition on any of the
other 16 radio stations in the nation's Capital. Now, more than ever, listeners want news. And
because these audiences want news, and listen attentively, your sales story-within the news
program format-goes over with maximum impact. You can benefit immediately from WRC's
big news "beat." Your NBC Spot Sales representative ill Q A A Q A
will supply you with current availabilities in a flash. Call him. y y | \ li * jQ(J
Source: NSI Report- Washington, D.C., Area -July, 1957
WASHINGTON, D. C. SOLD BY InBCJ SPOT SALES
Page 140 • November 18, 1957
Broadcasting
MONDAY MEMO ' - ■ ' " ' ; ; ' ; • ;- - "
from PAUL G. GUMBINNER, vice 'president and radio-tv director, Lawrence C. Gumbinner Agency
THERE'S INSPIRING FRUSTRATION
IN CREATING COMMERCIALS
Once there was an author who wrote a book, had it
published, and was wholeheartedly satisfied as he read the
first bound copy. He was equally pleased when he re-read it a
year later. That's why he never was able to write a second
book fit for publication.
Pity the creative man who is genuinely satisfied with his
creative work. An ad may look good in final proof form . . .
the answer print of a commercial may be fine ... a finished
pressing of a radio spot may sound great. But when he sees
it in print or catches it on the air weeks later — he generally
finds it could have been better. There's one thing about it
that's not right — and that one thing becomes progressively
worse to him each time he sees it.
Frustrating? Sure! But these are the things on which he
builds — the flaws of his own making that he must avoid in
the future. Avoid them he will, only to discover new ones.
And, as long as he's in the business, he had better squirm at
the human, mechanical and electronic errors that inevitably
crop up in broadcasting.
Take radio. You create a certain type of effect on paper, in
the mind, in the "inner ear." You "hear" it mentally — describe
it enthusiastically. But to make it audible to others, you must
work with a producer, a composer, an arranger, a sound-effects
man, a group of musicians, singers, announcers and an engi-
neer. Each of them "hears" it differently than you do. But with
enough time, patience and money, you finally get what
you're after.
And it sometimes isn't until weeks of repeated hearings on
the air that you feel it has too much bass. So from then on
you're acutely conscious of an excess of booming accom-
paniment.
TV BREEDS ITS DISCONTENT, TOO
Take television. Live commercials aren't so bad unless the
announcer fluffs, the technical director pushes a wrong button,
or a prop misbehaves on camera (in a tight close-up, of
course). But at least its creator sees it just once and retains
only a memory (or a kinescope). It may haunt him in retro-
spect, but it won't be constantly rubbed under his nose.
Not so film. Every time he views a commercial, one little
something is very apt to take over in prominence, like the
proverbial sore thumb.
For instance, he dislikes increasingly the angle at which a
room scene was shot. It would have been better off the other
wall, more interesting, with more free area for the cast. But
he hadn't been able to see it in camera until pretty late.
To move the camera and re-light would have taken the best
part of an hour. And with so much stuff still to shoot, that
would have meant overtime and who'd pay for it? They were
right up to the budget.
In fact, the matter of budget had caused a change in the
whole opening sequence, long before production started. He
had visualized opening black, with widely-separated cones of
light coming on one after the other, to reveal three different
people — "Something like Durante's exit."
But that required a really big stage, and a camera mounted
on a crane (Item: crane, $200 per day) and a scaled down
matching set for a transition from people to product close-ups.
It would have been great, but the producer screamed about
the cost. So did the client.
They finally worked out a single shot dollying along the
three people, then the three packages. It was effective all right
— but the original idea . . . that would have been a knockout!
And how about that "testimonial" film by Magda Glamor
of Hollywood? Every time he watched it, he was hypnotized
by her eyes darting from lens to cue-card. The b - - - - (for
beauty!) refused to bother memorizing four short takes for
30 seconds of script. Nice, cooperative girl. And that after
sitting around for the extra hours it took the make-up man to
remove the bags under those famous eyes.
Frustrating? Sure, but look at the things he has learned,
painfully, through the years.
PRE-PLANNING PREVENTS HEADACHES
It's wise to explore camera angles in advance via a really
comprehensive story board. Experiment on the board. It's
cheaper per sketch than per hour on the set.
Or have the sets up a day in advance when possible. Take a
few Polaroid shots from the planned camera positions, with
people standing in where the cast will do its stuff. You'll
learn a lot.
Avoid tricks, unless the sky's the limit in a production
budget. When a special effect is highly essential, work with
the producer in advance, before the idea is so cemented in
your mind that you'll never be able to pry it out. Together,
you can get that idea, or a reasonable facsimile, immortalized.
Be sure of the cast. That corking good announcer may look
fine on camera full face, but go chinless in profile. The pretty
girl may audition well, but freeze up on the set. The celebrities'
quirks of working (and they do have them!) should be ferreted
out beforehand, and planned for.
When you're frustrated in your private fife, you can learn
to live with it. But in the creative broadcasting business, your
frustrations should be stepping stones that carry you ever
onwards and upward. Excelsior!
And if you ever achieve a commercial that's absolutely
irrefutably, in-every-way perfect — man, you'd better quit!
(Note: As this article is finished, I think it's pretty good.
But when I re-read it in Broadcasting, I'm sure I'll like it a
lot less. . . .)
Paul G. Gumbinner, b. Feb. 4, 1905, New
^JtwQlk. York. One of four founding members o)
f 1 Gumbinner agency in 1923, starting as
Tj^iF; "general office boy" and copywriter, now
, -J. v'ce president unci radio-tv director. First
active in broadcasting in 1927 as agency
f&i, director of a radio show for Webster cigars,
mm$ki$^EM identified later with Norwich Pharmacol Co's
Fat Man series on ABC Radio and with Joan Davis for Ameri-
can Tobacco Co's Roi-Tan cigars. Currently in charge of heavy
spot campaigns for such clients as Block Drug Co., Bourjois
Inc., Chap Stick Co., Q-Tips Inc., Manischewitz wines, Sutton
Cosmetics and American Tobacco Co's Herbert Tareyton
cigarettes.
Broadcasting
November 18, 1957 • Page 141
EDITORIALS
The Public's Interest
THE more the public attitude toward pay television is explored,
the more it seems that proponents consist chiefly of those who
stand to benefit financially.
Within the past 10 days three totally unrelated surveys have
produced evidence to support these conclusions. Pay tv came out
on the short end of the stick every time — twice with the end almost
too short to permit a hand-hold.
Most recent as well as broadest of these was conducted for
Broadcasting by The Pulse Inc. The survey was run in 10 major
markets and the tabulations, completed last week, showed an even
two-thirds would not "be interested" in having pay television in
their homes. This even though they were told specifically that
"first-run movies, major sports events, Broadway shows, operas,
ballets, etc." might be among the attractions waiting for them.
The two other surveys, conducted within specific areas, were
even more overwhelming. In California, KSBW-TV Salinas and
KSBY-TV San Luis Obispo went on the air with a special program
to find out what their viewers wanted. The result: 5,002-to-4
against pay tv. In Bartlesville, Okla., where a wired subscription
television test is in progress — although the people there don't re-
gard it as pay tv in the strictest sense — Sen. William Langer (R-
N. D.) has been running a mail poll and has found overwhelming
opposition to subscription television.
The Pulse survey for Broadcasting went farther than these, and
some of the additional findings merit attention here. If the pay tv
forces find encouragement in the fact that one-third of the respond-
ents would be interested in toll tv, they may think twice when
they see what these people would be willing to pay. First, a major-
ity preferred to pay by the program, presumably because they want
to keep total expenditures down; of these, almost two-thirds said
they would pay less than $1.25 per program. Among those pre-
ferring a fixed monthly fee, about two-thirds would pay less than
$6 a month.
Moreover, almost two-thirds of all respondents said they would
not be willing to pay for present free tv programs, either. Since
this figure parallels the number who opposed pay tv, and since
more than 90% rated the present free tv program service as satis-
factory to excellent, the obvious conclusion is that the people just
didn't want to pay, period.
Whether these conclusions apply equally to wired as well as
on-the-air pay television remains to be seen. The findings do point
up again that it is not the public which is agitating for toll television.
The Cork Doesn't Fit
WE EXPECTED to be criticized when we published an editorial
in our Oct. 28 issue advocating the acceptance of liquor ad-
vertising on radio and television, and our expectations have been
realized.
A sampling of our mail on the subject has appeared in Open
Mike. A few writers have approved our position. More have
opposed it. The opposition, in the main, has come from two sources:
broadcasters who fear the political repercussions of putting liquor
advertising on the air and prohibitionists who oppose not only
liquor advertising but also liquor.
Let us dispose of the latter opposition first.
By every indication, prohibitionists constitute a minority — an
inconsiderable minority- — of the U.S. public. There is no evidence
whatever to suggest that the majority of the people wish a return
to prohibition. Until a majority votes liquor out, liquor will be
legal. If liquor is legal, the advertising of it must also be legal.
It must therefore be fully within the broadcaster's legal right to
broadcast liquor advertising.
As we said in our first editorial, there are moral problems in-
volved in liquor advertising. Moderation is to be encouraged in
the drinking of liquor. So it should be sought in liquor advertising.
Several broadcasters have pointed out to us — as though they
were quoting sources as binding as a decision of the Supreme
Court — that the radio and television codes advise against the
acceptance of liquor advertising. This is true. It is also true that
the liquor admonition was written into the codes as a grandstand
renunciation of something which nobody was accepting anyway.
To say that liquor advertising should be rejected because the codes
Page 142 • November 18, 1957
Drawn for BROADCASTING by Sid Hix
"As a special guest tonight, we bring you the all-time high winner of the
quiz shows!"
reject it is to grant the codes a meaning they do not actually
possess. Besides, the codes can be and have been changed, by
amendment, by interpretation and occasionally, by violation.
Political repercussions would undoubtedly follow a revision of
the codes to admit liquor advertising — whether done formally or
by the practical disregard of those code provisions. How serious
would those political repercussions be?
Some congressmen would make speeches and introduce bills
to outlaw liquor advertising. The congressmen who would react
adversely to the introduction of liquor advertising on the air would
be of the same kind that have been introducing anti-liquor legisla-
tion of one sort or another in every session since the repeal of the
18th amendment 24 years ago. In short, they would be those from
communities where dry sentiment is strong. This kind of congress-
man must oppose liquor advertising whether it is carried on the
air or not.
To both classes of our critics we wish to announce that we are
neither in the pay of the devil nor naive about politics in Wash-
ington. And we still think it would be perfectly proper to put proper
liquor advertising on the air.
How More Can Do Less
THE rival allegations of the two unions whose dispute disrupted
NBC-TV programs over two weekends cannot be discussed
with clarity until more facts are known.
What can be said, with clarity and apprehension, is that the dis-
pute between the National Assn. of Broadcast Employes & Tech-
nicians and the Radio & Television Directors Guild is sympto-
matic of jurisdictional difficulties in network television.
Unless these jurisdictional rivalries are brought under control,
television is apt to wind up in the strait jacket that for years has
encased the movies. The movies allowed unions to establish juris-
dictional lines so finely drawn that inefficiency has resulted.
Perhaps the movies can afford the time and money that are
wasted by the partition of jobs into idiotic fragments. Television
cannot. Yet television even now is being squeezed by jurisdictional
pressures that could lead to the rigidities of craft distinctions that
obtain in Hollywood.
The question at issue at NBC is whether directors can talk di-
rectly to technicians or must convey instructions through a techni-
cal director who, like the technicians, is a NABET member. We
have never understood why a competent director needs to communi-
cate through an intermediary, and so the question seems to us of
relatively minor significance.
But the fact that NABET and the directors guild regard it as
important enough to create trouble is in itself an indication of the
way that television unionism could go if management does not
assert sensible controls. Television production costs already are
high enough. They do not need to be padded by the creation of
jobs by jurisdictional rivalries.
Broadcasting
DAYTIME
WSAZ-TV
DELIVERS 1000 HOMES
BETWEEN 7:30 AND 10:30 PM
FOR $1.30
The Second Station's Cost per Thousand Homes is $2.39
84% Higher
The Third Station's Cost per Thousand Homes is S5.42
317% Higher
WSAZ-TV
DELIVERS 1000 HOMES
BETWEEN 9 AND 5 PM
FOR $1.31
he Second Station's Cost per Thousand Homes is $1.96
50% Higher
The Third Station's Cost per Thousand Homes is $8.49
584% Higher
AND AK
Y TIME
WSAZ-TV delivers
total homes t
HUNTINGTON-CHj2
COM
Source: June, 1957 ARB
All figures based on 260-time frequency
ONE-THIRD more
an both other
RLESTON stations
SINED
HUNTINGTON-CHARLESTON, W. VA.
Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
C. TOM GARTEN, Commercial Manager
Represented by The Katz Agency
HUNTINGTON-CHARLESTON, W. VA.
Affiliated with Radio Stations
WSAZ, Huntington & WKAZ, Charleston
LAWRENCE H. ROGERS, PRESIDENT
C. TOM GARTEN, Commercial Manager
Represented by The Katz Agency
0
o o
NOTHING...
BUT THE OTHER SEVER
HOUSTOH RADIO STATIONS !
Everyone in and around Houston already knows
the answer . . . there's nothing under the KILT but
the seven other Houston radio stations, lagging far
behind! The new August Area Pulse proves it beyond
a shadow of a doubt.* Not only is KILT the number
one station in Houston metro ratings (any Hooper, any
Pulse, any Trendex) . . . but its strong signal and unique
programming reaches 70% more listeners in the 53-county
Houston area (Pulse) survey than the next station in the area.
Call your John Blair man for rates and availabilities .
go KILT to the hilt!
and
*August 19-23, 1957 Pulse Area Report covering in-home and
out-of-home audience in Houston 53-county area.
KILT HOUSTON • KLIF-KFJZ DALLAS-FORT WORTH • KTSA SAN ANTONIO
(now in common ownership with KEEL, Shreveport)
represented by JOHN BLAIR & CO.
THE TREMENDOUS TEXAS TRIANGLE
NOVEMBER 25, 1957
THIRTY-FIVE CENTS
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
COMPLETE I
Exclusive: The top 50 agencies in radio and television
ABC-TV, spurred by success, declares ambitions for '58
Theatre owners convention comes out against pay tv
Unseen, unheard commercials: They're on the air now
Page 27
Page 56
Page 66
Page 72
Out of Texas, the great television
country, comes the greatest of them
all, mellow, warm-hearted, aged to
perfection eight full years . . .
KPRC-TV, Houston. We challenge
you to find a better station.
JACK HARRIS
Vice President and General Manager
JACK McGREW
Station Manager
EDWARD PETRY & CO.
National Representatives
COURTESY OF ANCIENT AGE
any wonder KVTV wins
the audience awards in
SiOUX City? Ittk what they offer*
the top shows
of 2 networks
the top-rated
syndicated shows
the top 35
local live programs
* Based on recent Pulse figures
When it comes to TV domi-
nance . . . there's no contest in
Sioux City.
To join the winning team, con-
tact your Katz representative.
CBS — ABC Sioux City, Iowa
Under the same management as WNAX-570, Yankton,
South Dakota, Don D. Sullivan, General Manager
As FIRST as you can be!
July ARBs
1. Gunsmoke
WCHS
51.4
2. Highway Patrol
WCHS
38.9
3. I've Got a Secret
WCHS
35.7
4. Alfred Hitchcock
WCHS
34.8
5. What's My Line?
WCHS
33.0
6. To Tell The Truth
WCHS
32.4
7. Undercurrent
WCHS
31.1
8. Richard Diamond
WCHS
30.9
9. Playhouse 90
WCHS
30.7
10. $64,000 Question
WCHS
29.3
The Millionaire
WCHS
29.3
Eleven out of the top ten programs in West Virginia's biggest market! Some sta-
tions can garner 7 out of 10, 8 out of 10, 9 out of 10, and rarely, 10 out of 10.
But 1 1 out of 10 of the top-ten in the biggest market shows what WCHS-TV offers
in the Charleston-Huntington-Ashland area. These are the ARB figures released
8/27/57. WCHS-TV with its 1,000 foot tower and maximum power reaches a
great and growing market. Call Branham or Jack Gelder, Vice President and
General Manager, WCHS-TV.
WCHS'TV
*
Ten top-rated television programs in
CHARLESTON. Compiled from ARB au-
dience study for the survey week of
July 25 through 31. All figures copy-
righted by the AMERICAN RESEARCH
BUREAU, INC. Released 8-27-57.
SERVING CHARLESTON -HUNTINGTON -ASHLAND
FROM THE BIGGEST MARKET . . .
Charleston's only TV Station!
BASIC CBS
Published every Monday, 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc., 1735 DeSales St..
N. W., Washington 6, D. C. Entered as second class matter March 14, 1933 at Post Office, Washington, D. C, under act of March 3, 1879.
GILT-EDGED
PROSPECTS...
the 31A million people of
SELLvania
AMERICA'S 10th TV MARKET
This vast, prosperous audience is charac-
terized by its prosperity and high buying
standards. SELLvanians are quick to re-
spond to your selling message when pre-
sented on WGAL-TV to . . .
1,015,655 families
917,320 TV sets
$614 billion annual income
$3% billion annual retail sales
CHANNEL 8 MULTI-CITY MARKET
WGAL-TV
LANCASTER, PA.
NBC and CBS
STEIN MAN STATION
Clair McCollough, Pres.
316,000 WATTS
Representative: The MEEKER Company, Inc. New York
Chicago
Los Angeles • San Francisco
closed circuit:
WDAF-AM-TV NEAR SALE • Sale of
WDAF-AM-TV by Kansas City Star to
National Film Investments Inc., subsidiary
of National Theatres Inc., one of nation's
biggest motion picture exhibition com-
panies, reportedly was in negotiation last
Friday at price of about $7.5 million. Elmer
Roden, president of National Theatres, and
Charles L. Glett, president of investment
subsidiary and former CBS West Coast
vice president and RKO Pictures chief
executive, were handling negotiations with
Roy Roberts, president of Kansas City Star
Co. and associates.
•
Week ago Star Co. signed consent de-
cree in civil antitrust suit agreeing to divest
itself of stations "in reasonable time." Both
stations are pioneers. Star Co. originally
put stations on market at $12 million last
spring [Closed Circuit, April 8]. Deal
with National understood to be all cash or
very ciose to it. At least one other sale fell
through because of lack of cash.
•
GROUND RULES • Despite numerous
attacks in Congress on FCC's "criteria" —
or lack of same — in making tv grants,
it remains for newest member of Senate
to introduce legislation which would spell
out just what Commission can and must
consider. Sen. William Proxmire (D-Wis.)
plans to introduce such a bill when Con-
gress reconvenes in January. Senator thinks
Commission sometimes "twists" its present
standards to fit individual cases, and he
feels there currently is no basis for appeal
from Commission's reasons for favoring
one applicant over another.
•
Another factor' which Sen. Proxmire 's
bill would seek to remove from Commis-
sion consideration is "political pressures."
Prime-mover behind legislation, and one
of senator's chief supporters in special
election to replace late Sen. McCarthy,
is Madison Capital Times. Times has been
outspoken in its charges that pressure
brought by Sen. McCarthy and present
administration caused it to lose out in
battle for ch. 3 Madison [Government,
June 10]. Sen. Proxmire has one man
(Ph.D. candidate writing his thesis in field)
working full time on proposed legislation.
•
MONTHLY ROTATION • New concept
of network programming, in which weekly
one-hour shows would be sponsored by
four rotating sponsors — each advertiser
responsible for one show every four
weeks — has been conceived by Robert
Foreman, vice president in charge of tv-
radio for BBDO. He is cooperating with
Oliver Treyz, vice president in charge of
ABC-TV, on plan whereby concept would
be instituted by ABC next year.
Subliminal perception is giving FCC
trouble — and not only for obvious reasons
(see story page 72). Gag around Commis-
sion last week was that after years of
worrying about overcommercialization on
radio and tv, FCC now has to decide
whether undercommercialization is in pub-
lic interest.
•
GIFT LIST • All three major networks —
ABC, CBS and NBC — have now supplied
Moulder investigating committee of House
with full details on their social and busi-
ness associations with members and staff
of FCC in compliance with letter of Oct.
3, seeking data on purported "fraternizing"
with FCC. It's presumed this data will not
become public, if at all, until hearings
begin before Moulder Committee on Legis-
lative Oversight after Congress convenes
in January.
•
Quest of Moulder committee investiga-
tors, headed by chief of staff and chief
counsel Bernard Schwartz, is understood
to have yielded sharply conflicting data.
Where applicants have been successful in
cases before FCC, testimony strongly fa-
vors Commission s method of operation.
Diametrically opposite is true where dis-
gruntled applicants are involved. View is
widespread that committee is conducting
inquisition rather than legislative inquiry
to determine whether administrative agen-
cies are subservient to Congress, as law-
makers contend they should be, or take
their orders from executive branch, mean-
ing White House.
24-HOUR NETWORK • With sales climb-
ing, MBS plans shortly to take step toward
becoming first network with round-the-
clock programming. Network plans to ex-
tend broadcast day by two hours to 2
a.m., effective first of year. One reason:
MBS newscasts on half-hour are sold out
and extension will create two additional
sales positions. Another: to provide extra
service to West Coast Don Lee Network
stations, expected soon to become affili-
ated directly with MBS [Closed Circuit,
Nov. 18; Networks, Nov. 4].
•
Mutual will soon claim happy situation
of having commercial time virtually sold
out. Officials say multiple purchase by
Sterling Drug Co. for its Fizrin analgesic,
through Compton Adv., New York, leaves
only few 20-second newscast adjacencies
available through December. Fizrin buy,
representing approximately $60,000 net
billing, includes participations in 8:05-30
p.m. mystery strip, 18 Gabriel Heatter
newscasts, 20 other five-minute newscasts
and half of Bill Stern Sunday night sports
show for four weeks. In addition, P. Loril-
lard Co. (Newport cigarettes) has signed
for 236 20-second newscast adjacencies be-
tween Nov. 24 and Dec. 31, through
Lennen & Newell. Newport deal repre-
sents about $7,000 net.
•
SIMPLE PROBLEM • Mexican delega-
tion met in Washington all last week
with U. S. delegation, headed by FCC
Comr. Rosel H. Hyde, on uhf allocations
along Mexican international border. While
no uhf's now are being used, Mexicans
presumably desire to protect their posi-
tion in anticipation of tv's growth or
possible eventual move of tv to uhf. No
conflicts are indicated because of avail-
ability of adequate number of uhf channels
and because protection would not be re-
quired beyond couple hundred miles on
each side of border. Conversations are
expected to end sometime this week.
•
Continuing decline in aircraft employ-
ment in southern California, following cut-
backs in military orders, has begun to
force curtailments in advertising and lay-
offs in agency personnel. Los Angeles of-
fice of Foote, Cone & Belding, which han-
dles advertising of both Hughes Aircraft
and Lockheed Aircraft, has let 17 \people
go, probably largest layoff of any agency
for this reason.
•
UNCLEAR CHANNELS • FCC again
had its "clear channel day" last Thursday
but did not come to conclusions on what
to do about radio allocations problem
that has confronted it for dozen years. But
heat is on and Commission hopes to have
action- — probably looking toward rule-mak-
ing— before Congress convenes next Jan.
7. Staff proposal before FCC does not pro-
vide for new high power status for any
of clear channel stations in New York
or Chicago, presumably on ground that
they already cover vast population areas
with 50,000 w.
•
Document before FCC on clear channel
case contains suggestion that 12 of remain-
ing 24 fully clear (I -A) channels be quali-
fied for new l-A status, which would mean
minimum power of 500,000 w and max-
imum of 750,000 w (as against present
maximum of 50,000 w). Dominant stations
on these channels which would be eligible
to go up to maximum, if this proposal
were accepted, are: KFI Los Angeles,
WOAI San Antonio, WFAA-WBAP Dal-
las-Fort Worth, KSL Salt Lake City,
KMOX St. Louis, WHO Des Moines, WJR
Detroit, WLW Cincinnati, WHAS Louis-
ville, WSM Nashville, WSB Atlanta and
WWL New Orleans. Other 12 l-As would
become I-Bs with present 50,000 w max-
imum.
Broadcasting
November 25, 1957 • Page 5
IANHE
8
■WHIM -TV
MEREDITH
SYRACUSE
TELEVISION COR?.
Now
Operating at Maximum Power
of 316,000 Watts.
101 COUR
"~~ " ,„u o MEW YORK
T STREET, SYRACUSE 8,
. seagon i3 now open in ^ ^^C^
The huntmg seas 'on ion9 in early for our
hope you have your reser
8 covet- „ from dawn until sign- off
give us as p^"- hire a
frv is we do suggest that yo commercial
Rich aS M^ r commend Fred ^ = haye
ucen3ed ^- ^iency. Both , now the terr.to
rrpfss'es and wUl travel. ^ Cordially>
Paul Adanti
Vice President
Basic CBS
lUATE0 WITH BETTER
MEREDITH STATIONS
KCMO and KCMO-TV, Kansas City . KPHO and KPHO-TV, Phoenix
WOW and WOW-TV Omaha . WHEN and WHEN- TV, Syracuse
Page 6 • November 25, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY
TRADE ASSNS.
The Top 50 Radio-Tv Agencies in '57 — McCann-Erickson,
with a $26.6 million increase over last year, becomes No. 1
with $103 in combined billings this year. Annual Broadcast-
ing survey shows 1956 leader, Young & Rubicam, increased
$18 million, but winds up as runner-up with $100 million.
Kingpin in spot: Ted Bates with $43.5 million. Page 27.
The Tv Picture — Television Bureau of Advertising at Chicago
membership meeting girds for 'storms' ahead. Page 95.
Catholic Bishops to Study Radio-Tv — Yearlong evaluation
to be made prior to any decision on extension of Legion of
Decency. Page 97.
ADVERTISERS & AGENCIES
Radio-Tv in AAAA Spotlight — Broadcast media get heavy
share of "allocations" for mythical cigarette in media-buy-
ing workshop at AAAA Eastern Conference. Tv and radio
commercial production techniques explored in another ses-
sion. Page 50.
The Morning After in Baltimore — Now that taxes totaling
6% against advertising media have been adopted, opposition
moves to take battle to courts. Though pared from originally
proposed 9V2%, levies still represent a nearly $2.7 million
annual bite. Page 48.
STATIONS
Living-Room Labs — On-the-air subliminal tests are emerging
from antennas. WLWO (TV) Bangor, Me., is sending invisi-
ble messages. Two radio stations are tinkering with low-level
sound transmissions. And government people are adding a
nice tint of reddish tape to electronic emanations. Page 72.
PROGRAM SERVICES
Another Snub for Toll Tv — Subscription tv in any form op-
posed by 96.6% of nearly 45,000 respondents to Tv Guide
poll. Page 66.
GOVERNMENT
Greenlight to NTA — FCC approves National Telefilm Assoc.
purchase of KMGM-TV Minneapolis, with only Comr.
Bartley dissenting. Page 80.
Keep Tv's Status Intact — Assn. of Maximum Service Tele-
casters, filing in 25-890 mc inquiry, urges FCC to wait for
TASO findings. Page 80.
FILM
Lots of Takers — NTA, United Artists and Paramount said
to be contenders to purchase AAP; but NTA says it has
contract signed. Meanwhile, word from AAP: nothing about
a purchase, but many sales to stations to report. Page 88.
More Tv Filmaking — Desilu Productions reportedly paying
more than $6 million to acquire California studio facilities
from RKO Teleradio. Page 88.
NETWORKS
MANUFACTURING
GE's New Color Camera — Pre-production model of smaller
live color tv camera demonstrated at opening of WGY-
WRGB (TV) broadcast center in Schenectady. Page 92.
The Clever Commercial Doesn't Always
Sell — Too much of an effort towards ultra-
sophistication, artiness or too much imita-
tion of other sales messages, can make your
commercial ineffective. These and other
writing errors are cited by Myron Mahler,
Emil Mogul Co., in this week's Monday
memo. Page 121.
MR. MAHLER
What Tv Is Meaning to Exhibitors — Eric Johnston, MPAA
head, speaking to theatre men meeting in Miami Beach, out-
lines the facts of life insofar as television's effects are con-
cerned. Page 70.
ABC-TV's Nighttime Goals — Network outlines plans to pri-
mary affiliates in Chicago meeting. Audience leadership by
next April is objective. Page 56.
Salant Slams Barrow Report — CBS executive defends tv
network practices, criticizes pay tv. He notes, however, that
CBS will actively participate in toll system, if approved. Page
64.
The Impact of CBS-Owned Radio Outlets — Network re-
leases findings of its survey that cites appeal and preference
for CBS Radio stations. Page 60.
PROGRAM SERVICES
Movie Exhibitors Hit Pay Tv — Theatre Owners of America
vote unanimously against both off-air and wired pay tv.
Pledge to work for legislation to ban pay tv. Action taken
at convention in Miami Beach. Page 66.
DEPARTMENTS
ADVERTISERS & AGENCIES... 27
AT DEADLINE 9
BUSINESS BRIEFLY 36
CHANGING HANDS 76
CLOSED CIRCUIT 5
COLORCASTING 32
EDITORIAL 122
FILM 88
FOR THE RECORD 107
GOVERNMENT 80
IN THE PUBLIC INTEREST 22
LEAD STORY 27
MANUFACTURING 92
MONDAY MEMO 121
NETWORKS 56
OPEN MIKE 14
OUR RESPECTS 24
PEOPLE 103
PLAYBACK 118
PROGRAMS & PROMOTIONS.. 99
PROGRAM SERVICES 66
STATIONS 72
TRADE ASSNS 95
UPCOMING 99
ffll
Broadcasting
November 25, 1957 • Page 7
Twin highs in the Twin Cities . . .
Page 8 • November 25, 1957
Broadcasting
at deadline
Formal Legal Action Started
Against Baltimore's Ad Taxes
First formal legal counterattack against
Baltimore's new taxes on advertising media
gets underway today (Mon.). D. L. (Tony)
Provost, vice president of radio-tv division
of Hearst Corp., announced Friday suit
would be instituted today in Circuit Court
of Baltimore City to have new ordinances
declared invalid (early story, page 48).
"Our counsel, Sherbow & Sherbow, have
been instructed to carry the proceedings
through all legal channels," Mr. Provost
stated. Hearst Corp. publishes Baltimore
News-Post and Sunday American.
Earlier Friday, William F. Schmick Sr.,
president of A. S. Abell Co., publisher of
Baltimore Sunpapers (WMAR-TV), said
that brief that would include plea for in-
junctive relief was being prepared. It is
to be filed early this week.
Others are expected to join legal fray
in opposition to twin taxes that will impose
4% sales tax on local advertising sales and
2% levy on gross receipts of advertising
media. Taxes have been branded as dis-
criminatory, harmful to Baltimore's eco-
nomic status and threat to freedom of the
press.
RCA Plans to Start Delivery
Of Tv Recorders at End of '58
RCA is announcing today (Mon.) de-
livery of first production models of color
and black-and-white tape recorders to begin
December 1958. List price of color recorder
has been set at $63,000, with monochrome
version to be available at same time to
sell at $49,500 list.
RCA late in 1958 will complete its pres-
ent program of custom-building prototype
units, seven of these already sold, six to
NBC-TV for delivery to "Tape Central"
in Burbank, Calif., and seventh to Jeffer-
son Standard Broadcasting Co. for delivery
in September at WBTV (TV) Charlotte,
N. C. [At Deadline, Nov. 19].
WB Moves to Buchanan & Co.
Switch of Warner Bros, pictures account
— billing close to $1 million — from Blaine-
Thompson Co. to Buchanan & Co., both
N. Y., was announced Friday and closely
follows move by Warner to curtail internal
advertising-publicity activities. Last month,
WB pinkslipped some 45 advertising-pub-
licity employes in both New York and
Hollywood offices, an action that will go to
arbitration tomorrow (Tues.) in New York
between WB and Screen Publicists Guild.
Buchanan since 1919 has serviced Para-
mount Pictures and in recent years also
has added to client roster such accounts
as AB-PT theatres and United Artists, in
addition to individual theatres.
Sinatra Switching to Live Format
To Bolster ABC-TV Show Rating
Network and agency will try to salvage
slumping Frank Sinatra Show (ABC-TV
Fridays, 9-9:30 p.m. EST) by telecasting
Mr. Sinatra's half-hour musicals live instead
of filmed. In joint announcement Friday,
James T. Aubrey Jr., ABC-TV vice presi-
dent in charge of programming and talent,
and C. Terence Clyne, vice president, Mc-
Cann-Erickson, New York, said this Friday's
show (Nov. 29) will be live, and that start-
ing Jan. 3 all musical programs featuring
singer in series will be live.
Ratings and reviews of Mr. Sinatra's series
on ABC-TV, which premiered Oct. 18, have
been on steady decline, causing consterna-
tion of both network and agency. McCann-
Erickson is agency for sponsor Chesterfield
and also Bulova Watch Co. which is par-
ticipating in several Sinatra programs this
season.
To make room for live productions, series
schedule has been juggled to permit already-
produced dramas to be presented later in
season. ABC-TV, which signed three-year
contract with Mr. Sinatra last year, noted
that star originally had wanted "to originate
more live shows and to produce his shows
before a live audience" but that motion
picture commitments at time of contract
signing did not permit more than two full-
hour live shows in single year. Now, Mr.
Aubrey explained, Mr. Sinatra has re-
arranged these commitments to permit ad-
ditional live shows and production of musi-
cals before live audience.
ABC-TV officials, meanwhile, told their
affiliates at Chicago meeting that negotia-
tions were in progress and near signing
stage with Orson Welles to star in series for
fall, 1958 (early story, page 56).
Increased Tv Activity
Being Mapped by MGM
Metro-Goldwyn-Mayer's tv planning is
crystallizing. New developments learned
Friday: It has opened new London office
that will have use of MGM's studios, facili-
ties, people and equipment there for pro-
duction of tv commercials to be offered
on world-wide basis: MGM-TV officials
will continue their discussions with ABC-
TV executives with meeting set for tomor-
row (Tues.) and looking toward use of MGM
facilities for network shows; it plans to place
three new tv film series in production, and
will continue to lease its studio space and
equipment at Culver City, Calif.
Three new series identified as Jeopardy
(suspense series) to be co-produced with
Andrew and Virginia Stone, husband-wife
independent production team; anthology
series using young Hollywood talent and
tentatively titled Young in Heart, and
comedy situation series, titled Feminine
Touch and to star Ann Miller.
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 27.
ENTERING TV FOLD • Van Raalte Co.
(hosiery), N. Y., which has placed its ad-
vertising heretofore in print media ex-
clusively, reported signing with NBC-TV
for group of 12 participations on Tonight
starting in March. Transaction would mark
company's initial use of television. Agency:
C. J. La Roche & Co., N. Y.
EDSEL IN RADIO SPOT • Edsel Div. of
Ford Motor Co., Detroit, drives into three-
week radio spot campaign in number of
markets beginning Nov. 27. Foote, Cone &
Belding, N. Y. and Chicago, is agency.
GUM SPOTS • Frank H. Fleer Corp.
(Dubble-Bubble gum), Phila., understood
to be readying eight-week spot tv campaign
in major markets throughout country. Com-
pany said to be seeking availabilities in
children's programs. Agency: S. E. Zubrow
Adv., Phila.
MAYBE MORE • F. W. Woolworth Co.,
N. Y., to expand spot tv after first of
year depending on outcome of test results
in current campaign which resumes for
two weeks after Thanksgiving in 33 markets.
Lynn Baker Inc., N. Y., is agency.
KNICKERBOCKER NAMING • Jacob
Ruppert Brewery (Knickerbocker beer),
N. Y., which spends about $1.5 million in
overall advertising, expected to appoint
Compton Adv., N. Y., as agency early this
week. Ruppert was serviced by Warwick &
Legler, N. Y.
Storer Vice President Kiggins
Dies of Heart Seizure at 61
Keith Kiggins, vice president and ad-
ministrative assistant to president of Storer
Broadcasting Co., died of heart attack last
Friday morning in his office at Miami head-
quarters of company. He was 61.
Mr. Kiggins joined NBC in 1933, be-
came station relations director of its Red
and Blue networks. After separation of
networks, he stayed with Blue as vice pres-
ident of station relations and retained that
post with ABC after Blue was bought and
renamed by Edward J. Noble. In 1948 he
established own consulting firm. Ill health
forced him to retire in 1950. In 1954 he
re-entered broadcasting as administrative
assistant to George B. Storer, president of
Storer company, and last year was made
vice president.
He is survived by wife, Dorothy.
Broadcasting
November 25, 1957 • Page 9
PEOPLE
at deadline
Chrysler, Lestoil Tell TvB
How Television Raised Sales
Television has played "a considerable
part" and contributed real share of progress
of Chrysler Corp.'s "Forward Look" cam-
paign, helping it regain greater share of
automobile market (from 13% in 1954 to
about 20% in 1957), E. C. Quinn, president
of Chrysler Div., told Television Bureau of
Advertising's third annual membership meet-
ing Friday in Chicago. He lauded medium,
particularly Climax series, for helping
Chrysler message to achieve "believability,
sharpness and a broad communication
with thousands of people every week."
Top tv success story was detailed at busi-
ness meeting by I. L. Eskenasy, executive
vice president, Adell Chemical Co. He told
how company built consumer demand for
Lestoil, primarily through tv, increasing
budget from $45,000 in 1954 to present $4
million.
TvB President Norman E. Cash reported
to TvB's members (238, comprising 219
stations, 16 station representatives and
three networks) that TvB's current annual
income is over $880,000 — about 11%
higher than last year, with 91% from sta-
tions, 7% from representatives and re-
mainder from networks. About 80% of its
revenue was used for sales activities during
fiscal year ending Aug. 31, 1957.
Other business reports were delivered by
W. D. Rogers Jr., West Texas Television
Network and TvB board chairman; Roger
W. Clipp, WFIL-TV Philadelphia, secretary,
and L. H. Rogers II, WSAZ-TV Huntington,
W. Va., treasurer (early story, page 95).
L. H. Rogers II was elected chairman of
the TvB board, succeeding W. D. Rogers.
Mr. Clipp, director-secretary, and George
B. Storer Jr., Storer Broadcasting Co.,
treasurer, were re-elected, as were directors
W. D. and L. H. Rogers, Campbell Arnoux,
WTAR-TV Norfolk, and Richard Moore,
KTTV(TV) Los Angeles. Glenn Marshall
Jr., WMBR-TV Jacksonville, Fla., was
newly elected to two-year term as director.
Two recent vacancies on board were
filled by A. W. Dannenbaum Jr., Westing-
house Broadcasting Co., and Payson Hall,
Meredith Broadcasting Co., Des Moines.
Eldridge to AAAA PR Consultancy
Clarence E. Eldridge, vice president of
George Fry & Assoc., New York, manage-
ment engineers, and former vice president
and plans board chairman of Young &
Rubicam, has been retained by American
Assn. of Advertising Agencies as public re-
lations consultant for one-year period be-
ginning Jan. 1. Mr. Eldridge, who also has
been top-level executive of General Foods
Corp. and Campbell Soup Co., will concern
himself initially with Frey report and re-
lated matters [Lead Story, Nov. 4].
FCC Has No Official Comment
On Budget Bureau Fee Directive
FCC Friday had no official comment on
Bureau of the Budget directive, released last
Tuesday, instructing all federal regulatory
agencies to draft legislative proposals which
would enable them to charge fees for their
services. Proposed legislation is to be sub-
mitted to bureau by Feb. 1, 1958.
Latest directive supersedes, and greatly
broadens, earlier one issued by Bureau in
1953. Early in 1954, FCC proposed sched-
ule of charges ranging from $3 to $1,500,
with flat fee of $325 for each am, fm and
tv station application [Government, Feb.
1, 1954].
Rep. Charles D. Vanik (D-Ohio) last
summer introduced bill (HR 9538) which
directed Commission to set up system of
annual fees [Government, Sept. 2]. And,
two weeks ago, Senate Government Opera-
tions Committee staff memorandum re-
ported Commission "official" had suggested
that government offer broadcast facilities to
highest bidder [At Deadline, Nov. 11].
WOTW-AM-FM Sale Announced
Sale of WOTW-AM-FM Nashua, N. H.,
by Arthur A. Newcomb to Theodore Fein-
stein and Samuel Dane for approximately
$250,000 announced. Mr. Newcomb also
owns WEIM Fitchburg, Mass.; Mr. Fein-
stein is president of WLYN Lynn, Mass.,
WNBP Newburyport, Mass., and WTSA
Brattleboro, Vt. Independent WOTW is on
900 kc with 1 kw daytime; WOTW-FM is
on 106.3 mc with 1 kw. Sale, handled by
Haskell Bloomberg, Lowell, Mass., broker,
is subject to FCC approval.
ALONG PARADE ROUTE
Macy's annual Thanksgiving Day
parade in New York this Thursday
will be framework of friendly rivalry
between ABN and NBC-TV. As in
years past, parade will be telecast on
NBC-TV this year under sponsorship
of Ideal Toy Co. and Sweets Co. of
American (Tootsie Rolls). Last Friday
American announced it would invade
video scene and distribute 50,000
leaflets to spectators along route of
parade. Leaflets bear imprint: "It pays
to listen to live fun radio." It lists
outstanding live network radio shows
on ABN. On reverse side of 770 of
leaflets is message asking holder to re-
turn slip to WABC New York, ABN-
owned station, in return for $7.70
(WABC operates on 770 kc). Similar
promotion will be conducted in Los
Angeles Dec. 13 in cooperation with
KABC, ABN-owned station there.
MORTON A. SPRING, first vice president,
Loew's International, elected to succeed
ARTHUR M. LOEW, who has resigned as
president of foreign subsidiary effective Jan.
1 (early story, page 88).
WILLIAM T. KAMMERER, Kenyon &
Eckhardt, to Ted Bates & Co., N. Y., as as-
sistant to media director. WILLIAM J.
KENNEDY, assistant vice-president, named
manager of media department. NORMAN
H. CHESTER and CHRISTOPHER P.
LYNCH, timebuyers, appointed media
supervisors. Mr. Kennedy has been with
agency since 1951, Mr. Lynch since 1950
and Mr. Chester since 1954.
EIA to Intensify Efforts
For Joint Spectrum Study
Speedup of efforts to induce government
electronics officials to join industry in long-
range study of entire spectrum is planned
by special study committee of Electronic
Industries Assn. following quarterly EIA
meeting in New York last week.
NARTB plans to correlate broadcaster
activity in spectrum field with EIA's com-
mittee. NARTB Engineering Advisory Com-
mittee fortnight ago called on President
Harold E. Fellows to study extent of asso-
ciation's participation in EIA committee
project.
EIA group is headed by H. Leslie Hoff-
man, Hoffman Electronics Corp. Its task
force is directed by Paul L. Chamberlain,
General Electric Co. Mr. Hoffman told EIA
board that study is one of most construc-
tive ever proposed by electronics industry,
promising important benefits to public. Com-
mittee was set up in September [Lead Story,
Sept. 16].
Behind spectrum study is fear that mili-
tary intends to expand its spectrum use, pos-
sibly in vhf television range. Assn. of Maxi-
mum Service Telecasters, comprising 122
high-power stations, is in favor of spectrum
study.
PT&T Doubtful on Wired Tv
There are as yet no pat answers to key
questions about closed-circuit tv in Cali-
fornia, Pacific T&T Assistant Vice Presi-
dent George Gitchell told State Assembly
subcommittee on corporation laws during
San Francisco hearing Friday. It was sec-
ond toll tv session that committee head
Assemblyman Louis Francis has held. First
was two months ago in Los Angeles [Pro-
gram Services, Sept. 16].
Mr. Gitchell pointed out that problem
of providing facilities for wired pay tv is
not simple. New cables would have to be
installed, he noted. In face of possibility that
broadcast pay tv service may be authorized,
would PT&T be justified in installing poles
to support cables to meet service demands
that may never materialize, he questioned.
Asked whether wired tv would be ready
for opening of 1958 baseball season, he
guessed it would not.
Whether this testimony will have any
effect on San Francisco Board of Super-
visors, who tomorrow (Tues.) are to hear
Skiatron arguments for grant of toll tv
franchise, was unanswered Friday.
Page 10 • November 25, 1957
Broadcasting
The ONLY CBS station covering the area
from Pittsburgh to Harrisburg, WFBG-TV
delivers 378,273 TV homes— delivers 143.4%
more quarter-hour firsts, noon to sign off,
Monday-Friday, than nearest competitor.
Top CBS programs plus the top ABC shows
plus "World's Best Movies," make WFBG-TV
the area's most-watched station ... the
area's best buy. Blair-TV has the facts.
Sources: ARB, Altoona, June 1957 / Television Magazine, October 1957
A TRIANGLE STATION
WFBG-TV
ALTOON A— JOHNSTOWN, PA.
Channel 10
ABC-TV • CBS-TV
Representee/ by BLAIR-TV
Operated by: Radio and Television Dlv. / Triangle Publications, Inc. / 46th A. Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton, MY. / WHGB-AM, Harrisburg, Pa.
WFBO-AM • TV, Altoona -Johnstown, Pa. / WNHC-AM • FM • TV, Hartford-New Haven, Conn. / WLBR-TV, Lebanon-Lancaster, Pa.
Triangle National Sales Office, 4-8 5 Lexington Avenue, New York 17, New York
/
READING TIME: 8 SECONDS
DOLLARS!
SPENT
IN STORER MARKETS
IN FOOD SALES
IN 1956*
Food sales of 7 billion . . .
and much of it accounted
for by advertisers on
television and radio stations
owned and operated by the
Storer Broadcasting Company
STORER BROADCASTING COMPANY
WSPD-TV
Toledo, Ohio
WJW-TV
Cleveland, Ohio
WSPD
Toledo, Ohio
WJW
Cleveland, Ohio
WJBK
Detroit, Mich.
WJBK-TV
Detroit, Mich.
WAGA
Atlanta, Ga.
WAGA-TV
Atlanta, Ga.
WVUE-TV
Wilmington, Del.
WIBG
Philadelphia, Pa.
WWVA
Wheeling, W. Va.
WGBS
Miami, Fla.
NEW YORK — 625 Madison Avenue, New York 22, Plaza 1-3940
SALES OFFICES CHICAGO— 230 N. Michigan Avenue, Chicago 1, Franklin 2-6498
SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutter 1-8689
•"1957 Sales Management "Survey of Buying Power"
TO TURN RANDOM
TUNERS INTO
VETERAN VIEWERS
Now — in many markets — three
great adventure -action series
combined into one great 5-day -
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can get top-rated series in your
market and hold on to all of
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details about this new plan,
phone today. Or wire Michael
M. Sillerman at TPA for your
market's availability.
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
Page 14 • November 25, 1957
OPEN MIKE
Fire and Brimstone
editor:
I have just read your rediculous editorial:
"Let's Break Out the Bottle" written in the
Broadcasting Oct. 28, which, by the way,
I shall never purchase another copy, and
use whatever influence I can against any-
one else's purchasing one. . . .
Curtis D. Owen
Director of Music and Education
First Baptist Church
Bay City, Tex.
editor:
. . . My people are joining in prayer that
God will either change your heart and atti-
tiude — or remove you! God is still on the
throne and you may soon be hearing from
Him.
/. C. Clement, Pastor
First Baptist Church
Port Neches, Tex.
editor:
... If your moral standards are low
enough until you don't care what happens
to the people of the world then I wouldn't
be too concerned if you could suffer alone —
BUT the fact remains that you CANNOT
suffer alone and my children are destined to
suffer too along with millions of other in-
nocent people just because you and others
who do not feel any moral responsibility are
permitted to clutter channels that could be
used for something wholesome. . . .
Rev. C. R. Archer
Calhoun, Mo.
editor:
. . . Rum-soaked minds will never pro-
duce the scientific experts we need in Amer-
ica to keep pace in our world. . . .
Taylor Pendley
Dallas Baptist Assn.
Dallas
editor :
Your recent editorial . . . stinks to high
heaven. . . .
Ralph H. Langley, Pastor
Wilshire Baptist Church
Dallas
editor:
. . . Let [the distillers] produce movies
showing the gradual downfall of a young
girl deceived by an ad that infers alcoholic
beverages bring popularity, only to find her
life is ruined by its use. . . ,
Wade O. Skinner, Pastor
First Baptist Church
Richmond, Tex.
editor:
. . . You may want to bring up your
children to be drunkards but please, let me
try to bring mine up without the disgraceful
influence of alcoholic advertising. . . .
Mitchell Bennett, Pastor
First Baptist Church
Savannah, Tenn.
editor:
. . . You are in a strategic position to
properly influence the greatest nation in the
world. It will be either for GOD or for
SATAN. I pray, sir, that it will be for GOD.
W. R. Karkalits, Pastor
First Baptist Church
Seymour, Tex.
editor:
. . . You would line your pockets with
money from the tables of little children
who are not fed sufficiently because fathers
and mothers have already been reading the
advertisements. . . .
Leon W. Heibeck, Pastor
First Baptist Church
Basile, La.
editor :
. . . Revolting. ...
D. M. Britt, Pastor
Lakenon Baptist Church
Fort Worth
editor:
. . . You have no respect for the Bible. . . .
J. Clifford Harris, Pastor
South Fort Worth Baptist Church
Fort Worth
editor :
. . . Shocking. . . .
Kermit E. Whiteaker
Minister of Education
First Baptist Church
Longview, Tex.
editor:
. . . Appalling. . . .
Roye L. Blackmon, Pastor
East Mountain Baptist Church
Gladewater, Tex.
editor:
... I trust that your conscience will con-
vict you. . . .
C. R. Pierce Jr., Pastor
Lake Village Baptist Church
Lake Village, Ark.
editor:
. . . May God have mercy on you.
Loren F. Messenger, Pastor
First Baptist Church
Cherokee, Okla.
[EDITOR'S NOTE: See editorial page 122]
Says One Third Proved a Point
editor :
Re the Pulse survey [Lead Story, Nov.
18] and editorial:
First, it is very surprising to me that any
appreciable percentage of the public would
be willing to pay for existing tv pro-
grams. . . . What we have in mind, are
the box office attractions that people must
now leave their homes to see. . . .
The fact that one-third of the people
queried voted, sight unseen, in favor of the
supplementary service pay tv can provide is
answer enough to those who say it should be
banned. That is a far larger percentage of
Broadcasting
v '
"Zke Giant of Southern Skies"
MAXIMUM POWER ON CHANNEL 4
Here's "The Giant's" 4-State, 58
County Market . . .
Population
Incomes
Retail Sales
Homes
2,021,900
$2,240,153,000.
$1,590,398,000.
511,900
Data from Sales Management Survey of
Buying Power, May 10, 1957
Represented Nationally by
WEED TELEVISION CORP.
Giant"
DWARFS
ITS RIVALS
The July 1957 A.R.B. Report
for Greenville - Spartanburg -
Anderson shows WFBC-TV's
complete dominance in this
rich textile-industrial market.
The latest TELEPULSE RE-
PORT (June 23-30, 1957)
shows the same complete
dominance in the five largest
counties— Greenville, Spartan-
burg, Anderson, and Green-
wood, S. C, and Buncombe
(Asheville) N. C— in our 58-
county market. WFBC-TV led
in 14 of the Top 15 Once A
Week Shows; and had all 10
of the Top Ten Multi-Weekly
Shows!
Ask us or WEED to show
you the latest A.R.B. and the
latest TELEPULSE.
Channel 4'
WFBC-TV
Greenville, S. C.
NBC NETWORK
Broadcasting
November 25, 1957 • Page 15
wkrg-tv
Ratings are up
5th straight time
on Channel 5
in Mobile
With Nielsen and A.R.B. already showing WKRG-TV
leading by a country-mile in Mobile, the new TELE-
PULSE (Sept. '57) shows Channel 5 out in front even
more.
WKRG-TV Leads
372 to 89
TELEPULSE (Sept. '57) reports WKRG-TV leading Station X
in 372 quarter hours to 89 (one tie). WKRG-TV has 15 of
"Top 15 Once-a-Week Shows" ... 7 out of 10 "Top Ten
Multi-Weekly Shows". Sunday through Saturday (6 P.M. to
Midnight) WKRG-TV leads in 155 quarter hours to 12 for
Station X. Monday through Friday (7 A.M. to 6 P.M.)
WKRG-TV leads in 165 quarter hours to 55 for Station X.
WKRG's Saturday daytime lead is 4-to-l. WKRG-TV's Sun-
day daytime lead is 5-to-l.
How else can we say any time is better time on WKRG-TV!
For availabilities, call your Avery-Knodel office or C. P.
Persons, Jr., Vice-President and General Manager.
NIELSEN GIVES US THIS BONUS
WKRG-TV
Station "X"
Population
1,258,000
1,087,000
. C.S.I.
$1,467,000,000
1,316,000,000
T.R.S.
$1,060,000,000
954,000,000
WKRG-TV Bonus 161,000 46,000 $ 151,000,000 $ 106,000,000
Channel
wkrg-tv
AVERY- KNODEL
Page 16
November 25, 1957
OPEN MIKE CONTINUED
the population than regularly goes out to
see new movies, operas, etc. It is also a
much larger percentage than the audience
for the overwhelming majority of sponsored
tv programs. . . .
Actually, the only people who really
know about pay tv are those who have
experienced it. In our 1951 Phonevision
test, 300 families . . . spent an average of
$1.73 per week to watch paid features about
2Vz hours a week. The rest of the tv time
was devoted to sponsored shows. At the end
of the test every family urged that the
service be continued.
Two years ago we surveyed the same
group; more than 90% said they would like
to have pay tv available again so they could
purchase features that sponsors could not
provide.
Ted Leitzell
Director of Public Relations
Zenith Radio Corp.
Chicago
Yankee Approval
editor:
Congratulations on your article on edu-
cational tv [Education, Nov. 11]. It is one
the most comprehensive and objective ar-
ticles about this that I have seen.
E. J. Kingsbury Jr.
Chairman
State of New Hampshire Commission
on Educational Television
Keene, N. H.
Notre Dame's on Ch. 16
editor:
Congratulations on the very comprehen-
sive report on educational television [Educa-
tion, Nov. 11]. We are pleased you listed
WNDU-TV as one of four commercial
stations owned by a university which benefit
education in a very substantial way. To
correct a misconception, WNDU-TV is no
longer ch. 46. Since Sept. 30 we have been
on ch. 16 with doubled power and coverage
area.
A fifth station should be added to the
list: WB AY-TV Green Bay, Wis. It is owned
and operated by the Norbertine Fathers who
conduct St. Norbert's College. They are help-
ing television in an important way.
Wm. Thomas Hamilton
Sales Manager
WNDU-TV South Bend, lnd.
Three Letters to Marjorie
editor:
We note Marjorie Marquardt of Fetzer
Broadcasting Co. asks if there is another
station in the U. S. with more than a third
of its employes 10-year or more veterans
with their respective stations [Open Mike.
Nov. 11].
KOIN has 34 employes who have been
with the station more than 10 years. In fact.
18 of these persons have been with the sta-
tion from 20 to 29 years. Total experience
Broadcasting
Photo courtesy the MILWAUKEE SENTINEL
AMERICA'S 14th MARKET
...and the city a certain yankee team mistakenly termed the "bush league"
THIS IS MILWAUKEE City of 362.400 families
THIS IS MILWAUKEE With an effective buying income of $2,248,671,000
THIS IS MILWAUKEE With a tally of $1,451,481,000 in total retail sales
THK K Mil WAIIKFF • • • THAT'S SOLD ON WISN-TV with a plus cover-
ing IJ PlILfT MUIXLL age of 4,8000 fam;|ies beyond the metropolitan area
THIS IS BUSH LEAGUE?
John B. SoeJI, Vice President and Station Manager
Represented by Edward vPetry & Co., Inc.
Basic ABC Affiliate
WISN-TV
Broadcasting
November 25, 1957 • Page 17
There's a million-dollar
Don McNeill's Breakfast Club (9 to
10 am) features comic Sam Cowling,
comedienne Fran Allison, vocalists
Jeril Deane and Dick Noel, Eddie
Ballantine's orchestra.
morning
The Herb Oscar Anderson Show (10
to 10:55 am) headlines singers Don
Rondo and Carole Bennett, The Satis-
fies, Ralph Hermann's orchestra.
The Jim Reeves Show (1 to 1:55
pm) features vocalists Dolores Wat-
son and Buddy Hall, The Anita Kerr
Singers, Owen Bradley's orchestra.
afternoon
The Jim Backus Show (2 to 2:55
pm) headlines songstress Betty Ann
Grove, baritone Jack Haskell, The
Honeydreamers, Elliot Lawrence's or-
chestra.
sales staff on American
and you can own it
The Merv Griffin Show (7:15 to
7:55 pm) features s-inger Darla Hood,
The Spellbinders, Jerrry Bresler's or-
chestra.
The Bill Kemp Show (8 to 8:55 pm)
headlines vocalists Peter Hanley and
Betty Holt, The Upbeats, Neal Hefti's
orchestra.
From morning to night, five days a week, you can have American Radio's
million-dollar sales staff selling your product exclusively to millions of peo-
ple everywhere.
Here's how it works: When you buy a five-minute program unit in any one
of American's hour-long, weekday musical shows, you automatically lock
out competition for the rest of that hour — all week.
Here, for the first time in years, is a brand-new advertising franchise.
Nowhere else in all mass media can you buy this kind of salesmanship
and product exclusivity.
the ~\\WB one is
AMERICAN
BROADCASTING
NETWORK
OPEN MIKE CONTINUED
FOR UNMATCHED COVERAGE OF
STEUBENVILLE-WHEELING
52nd TV Market
WS TV-TV
CBS-ABC • 234,500 WATTS
OHIO/ W. VA.
STEEL CENTER °F
HERE ARE THE FACTS:
STATION — Covers 320,957 TV homes in 30 counties of Ohio and W. Virginia.
62% more tower — 53,538 more TV homes than the Wheeling station. Lowest cost per
thousand TV homes. Over 80 top-rated CBS and ABC Network shows. Total coverage of
1,125,500 TV homes, including Pittsburgh.
MARKET — Center of U.S. steel, coal and pottery industries. Fastest growing
industrial area in the world. 1,418,800 population. More than $2 billion yearly pur-
chasing power. Center of the Upper Ohio River Valley, rich in natural resources.
Includes the highest paid industrial workers in the world.
Ask for (1) Showing of new color slide film, "How to Make Money in the Steel Market."
(2) Chart, "How to Measure Your TV Results." (3) "Directory of Retailers and Wholesalers in
Steubenville-Wheeling Market."
A Member of the Friendly Group
WSTV, WSTV-TV, Steubenville:
KODE, KODE-TV, Joplin:
WBOV, WBOY-TV, Clarksburg
WPAR, Parkersburg
WPIT, Pittsburgh
STEUBENVILLE, OHIO
CHANNEL 9 234,500 WATTS
Represented by Avery- Knodel. John J. Laux, Exec. V.P. and Gen'l. Mgr.
Rod Gibson. Nat'l. Sis. Mgr.. 52 Vanderbilt Ave.. N.Y.C.. MUrray Hil
3-6977. Pittsburgh Office, 211 Smrthfield St.. GRant 1-3288
r~^jf.lJi BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
1735 DeSales Si., N. W Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
□ 52 weekly issues of BROADCASTING $7.00
□ 52 weekly issues and Yearbook Number 11.00
□ Enclosed □ Bill
name title/ position*
company name
address
city zone state
Please send to home address — —
Page 20 • November 25. 1957
with KOIN alone comes to 688 years. Even
the 18 persons who have been with the
station over 20 years make a total of 451
years of experience. And, of course, all these
totals ignore the 77 staff members of less
than 10 years.
Dean of KOIN personnel is Art Kirkham
who celebrated his 29th year with the sta-
tion on Nov. 4.
Jerry B. Dennon
Assistant Promotion Manager
KOIN Portland, Ore.
editor:
One of our present employes started in
September 1927. He is, of course, our old-
est employe from point of service.
As of this date we have 55 fulltime em-
ployes with a total of 674 years of service.
Their length of service varies from less than
one year to over 30. The overall average
is 12.25 years service. Of the 55 employes,
29 (or 52.7%) have been with us 10 years
or more. Total years service of these 29 em-
ployes is 561. Putting it another way, less
than half of our employes have been with
us fewer than 10 years each.
Jim Yerian
Promotion Director
WBNS Columbus, Ohio
editor:
Please tell Marjorie Marquardt that
39.2% of the people here have been associ-
ated with WKNE for 10 years or more. They
must like New Hampshire. Our total years
are not as high as Kalamazoo but on overall
loyalty we have an edge.
Joseph K. Close
President
WKNE Keene, N. H.
Thank-You Note to Radio-Tv
editor:
As it would be impossible for us to indi-
vidually pay tribute to stations which sup-
ported the first annual observance of In-
ternational Youth Appreciation Week,
sponsored Nov. 4-10 by Optimist Clubs
throughout the U. S. and Canada, we are
taking this means to express our sincere
gratitude.
Ralph Gentles
Public Relations Director
Optimist International
St. Louis
'Just Hog wash'
editor:
After reading "Do Radio-Tv Deserve -
Equal Access" by George Shaw, WCAU
Philadelphia [Trade Assns., Sept. 23], my
diagnosis is that the gentleman is afflicted
with an advanced case of hero worship of
the newspaper business. Printed news has
a very definite place among our communi-
cations media, but the supposition that a
person must work on a newspaper before
he can be a good reporter ... is just so
much hogwash.
/. J. Waldron Jr.
News Director
KSAM Huntsville, Tex.
Broadcasting
HAM I YOU
HEAR
IS AfOH^
* ARB -Philadelphia Metropolitan Area Report- October 1957. WRCV-TV wins a 35.6% share of audience- sign-
on to sign-off, Sunday through Saturday— making it the Number 1 Station in the nation's 1+th market!
SOLD BY(NBC) SPOT SALES
lOOO ON THE DIAL
50,000 WATTS
Marty Hogan— General Manager
Tom Haviland— Commercial Manager
666 LAKE SHORE DRIVE • CHICAGO
MOhawk 4 2400
Burke-Stuart Co., Inc.
60 E. 56th St. • New York, N. Y.
PLaza 1-4646
NEW YORK • CHICAGO • DETROIT
LOS ANGELES • SAN FRANCISCO
IN PUBLIC INTEREST
QUICK RESULTS • When KCBQ San
Diego news commentator Ben Shirley and
disc jockey Harry (Happy Hare) Martin
learned of the plight of a poverty-stricken
boy suffering from hemophilia, they joint-
ly inaugurated a drive to raise as much
blood as possible for him. The station re-
ports that within ten hours after the drive
was launched, 500 pints of blood had been
pledged, an average of a pint of blood every
72 seconds. Within three days, reportedly
more than 1,100 pints had been pledged as
well as offers of financial gifts for the boy
and his mother.
VOTE GOT OUT • KOL Seattle donated a
saturation spot campaign to bring out the
vote on a school tax which previously had
failed because of too scanty a turn-out to
meet state balloting requirements. Included
in the campaign was a series of 10-second
phone-recorded announcements by local per-
sonages including the mayor, the school
board president and the state's lieutenant
governor. This time Seattle voters approved
the tax by a "heavy majority."
LITTLE GIRL FOUND • KPAY Sacra-
mento Valley, Calif., participated in locating
a little girl lost in the hills near Redding.
Sales Manager Bob Gheller piloted the sta-
tion's "Flying Stagecoach" in a reconnais-
sance mission while other employes manned
KPAY's station wagon. Authorities credited
the roar of the plane and sound from the
station wagon's loud speakers for arousing
the deaf girl's dog, who had remained with
her. The dog's frantic barking drew the
rescuers to them in time.
As a result of its contribution to the
rescue, the "Flying Stagecoach" has been
made a member of the "Sheriff's Air Patrol."
D.J. FOR A DAY • KVNA Tuscumbia,
Ala., turned its facilities over to local
Kiwanians for an entire day in order to aid
them in a charity project. Kiwanis members
sold time and performed all of the normal
functions such as newscasting and platter-
spinning. Consequently, $884.50 was col-
lected.
HAPPY HUNTING • The current hunt-
ing season has been the object of public
service contributions by three radio stations.
KING Seattle, in conjunction with the
Washington Optometric Assn., arranged and
promoted eye examinations for local hunters.
These check-ups were designed to expose
visual flaws which could mean danger for
the hunter and/ or others who might come
within range.
WEJL Scranton, Pa., is emphasizing
throughout its programming the need for
"courtesy and consideration" on the part of
farmers and the hunters who use their
land. The goal is to bring about a better
understanding between these sometimes con-
flicting groups.
For those hunters, as well as others,
who have the misfortune to lose their way
in British Columbia's dense forests, CKNW
New Westminster has obtained four blood-
hounds from England plus a full-time
trainer.
Broadcasting Publication* In*.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
BROADCASTING*
TELECASTING
THE BUSINESSWEEK!. Y OF TELEVISION AND RADIO
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood),
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
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BUSINESS
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CLASSIFIED ADVERTISING: Doris Kelly
ADVERTISING ASSISTANTS: John Henner, Ada '
Michael, Jessie Young
COMPTROLLER: Irving C. Miller
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444 Madison Ave., Zone 22, PLaza 5-8355
Editorial
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AGENCY EDITOR: Florence Small
ASST. NEW YORK EDITOR: David W. Berlyn .
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STAFF WRITERS: Ruth L. Kagen, Frank P. Model,
Diane Schwartz
Business
SALES MANAGER: Winfield R. Levi
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EASTERN SALES MANAGER: Kenneth Cowan
ADVERTISING ASSISTANT: Donna Trolinger
CHICAGO
360 N. Michigan Ave., Zone 1, CEntral 6-4115
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MIDWEST SALES MANAGER: Warren W. Middleton.
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HOLLYWOOD
6253 Hollywood Blvd., Zone 28, Hollywood 3-3148
SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: Bill Merritt, Virginia
Strieker
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
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BROADCASTING* Magazine was founded in 1931 by
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CASTING*—The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Page 22 • November 25, 1957
Broadcasting
Some
trees
are seen
in spite
of the
forest!
The unknown sage who noted that "sometimes you can't see the trees
for the forest" might well had today's television industry in mind. The
"forest" has been growing steadily thicker — and the job of making
your station stand out from the rest gets correspondingly harder.
Only a few stations have the ingredients of leadership — the prestige,
community stature, programming and acceptance — to tower above
the rest. It is for them that specialized representation, as developed
by Harrington, Righter and Parsons, has been created. Tailored to
each station's individual character, it translates local leadership to
levels of national recognition.
Specialized representation, by its very nature, is for only a few. Per-
haps (like the stations listed here) you are one of them.
HARRINGTON,
RIGHTER
& PARSONS, Inc.
NEW YORK • CHICAGO
SAN FRANCISCO 'ATLANTA • BOSTON
television — the only medium we serve
W '-TEN Albany WABT Birmingham WBEN -TV Buffalo
WJRT Flint WFMY-TV Greensboro/ Winston-Salem
WTPA Harrisburg WTIC-TV Hartford WD AF-TV Kansas City
WHAS-TV Louisville WTMS-JM Milwaukee WMTW Mt. Washington
WRVA-TV Richmond WSYR-T V Syracuse
Broadcasting
November 25, 1957 • Page 23
the key station in
MICHIGAN'S*
MIGHTY MIDDLE
MARKET
with a 24 hour schedule and
LIVELY WATTS
r
has over twice the number of
listeners than all other stations
combined in
(March-April, 1957— C. E. Hooper, Inc.)
r
contact Venard,
Rintoul & McConnell, Inc.
* 17 Central Mich-
igan counties with
$1,696,356,000
spendable income.
OUR RESPECTS
to John Block Soell
THE legal profession that beckoned to him during the depression still serves as
the business bedrock for (1) perceptive planning and (2) well-grounded decisions
by John B. Soell, vice president and manager of the WISN (radio-tv) Div. of the
Hearst Corp.
Gazing out his executive suite window in the new WISN Broadcast Center in
Milwaukee, Jack Soell (pronounced Sell) tells you reflectively that the new $1.25
million building is "the result of something you build toward over the years . . .
the visible summation of operational experience."
Actually, he's had little time to muse since he arrived on the Milwaukee scene
in March 1956 as manager of WISN. His successes over the past 21 months are a
reflection of Mr. Soell's twin watchwords: Vigor and more vigor, coupled with a pro-
fessional student's interest in the broadcast industry. "It hasn't been easy," he points
out, however. Nor was it, for Mr. Soell was chosen by the Hearst Corp. last year
to implement rather ambitious plans for rapid growth and expansion of WISN-AM-
TV. Formal dedication of the new center last Oct. 20 was a major result — and
source of personal satisfaction to Mr. Soell.
A native of St. Louis (born May 20, 1911), John Block Soell spent his prep school
days at Western Military Academy, serving as business manager of its yearbook.
Graduated from the military school in 1928, he enrolled at Washington U. in St.
Louis, with ambitions in law. He worked with his father in a newly established
polish-manufacturing business and studied at night school for 3V2 years. The enter-
prise collapsed and, John Soell, noting that his fellow law colleagues had opened
offices but interested few prospective clients, decided to set out in another busi-
ness direction.
At 22, young Mr. Soell headed for Washington, D. C.,and got steady work with
the National Recovery Administration (NRA), first in personnel and later in its
apparel division. When the agency was declared unconstitutional in 1936, Mr. Soell
returned to St. Louis as placement manager for Efficiency Service Co., a large em-
ployment agency, until 1939.
Broadcasting lured Mr. Soell in 1939 and he landed his first sales position with
KXOK St. Louis. He left in 1943 to enter the U. S. Maritime Service at Sheepshead,
L. I., as an apprentice seaman and in five months was commissioned a warrant offi-
cer and assigned to the service's New York office to supervise information and re-
cruiting radio shows.
Mustered out in January 1945, he resumed his broadcast (and civilian) career
at WJZ (now WABC) New York as account executive and from then on, his> sales
experiences became diversified. He joined WMCA New York in March 1948, the
DuMont Television Network in April 1950 and H-R Television Inc. in December
1953, resigning the sales representative firm in December 1955 to seek out a sta-
tion manager's berth.
Mr. Soell's capabilities caught the eye of D. L. (Tony) Provost, vice president of
Hearst Corp.'s radio-tv division, and he was appointed director of WISN Milwaukee.
He was elected vice president of the WISN Div. of the Hearst Corp. last Sept. 17.
Under Mr. Soell's vigorous and discerning planning, both WISN and WISN-TV
have assembled cohesive and well-integrated staffs and inaugurated programming in-
novations. Both are primary ABC affiliates located in the new 50,000 sq. ft. Broad-
cast Center (WISN-TV started telecasting there in August and WISN radio is sched-
uled to move in within six weeks). Broadcast, civic and business leaders attended
the formal dedication, which was highlighted by a two-hour program. The center
is a two-story building, accommodating complete color equipment, ultra-modern
studios for day and night operation, clients' rooms and a unique lighting system
[Stations, Oct. 28]. In a manner of speaking, the detailed planning of the center
typifies an old Hearst credo: "Get it first but first get it right."
AS a professional student of the industry, Mr. Soell has his own views on some
industry practices. Says he: "Rate-cutting or barter deals are a short-sighted
way to suicide, which only help the advertiser." He also feels the media should face
up abruptly to the pay tv threat. (Speaking of his own market, he claims neither
closed-circuit toll tv nor full-length movies are "right" for Milwaukee.) And it's
known that his counsel is wisely heeded in network circles on a wide variety of
problems.
JVIr. Soell belongs to the Milwaukee Ad Club and Athletic Club. He has a deep
interest in music (from Bach and Beethoven to Bartok and Ellington) and hunting
(he directed pistol training for civil defense in Darien, Conn., while working in
New York). His wife is the former Blanche Sisson, whom he married in 1937. They
have two children, Barbara, 18, and John, 15.
WILS
4?% s^s
Page 24 • November 25, 1957
Broadcasting
RATE "TOPS" ON MAIN STREET
AND BOOST YDUR P R □ FITS WITH AP NEWS
With AP, you give the people of Main Street all the news...
thorough regional coverage as well as complete national and
international reports. And by providing your audience with the
finest in news services, you keep them listening. . .which means
you rate "tops" with all your sponsors, too. That's how AP spells
Added Profits . . . Added Prestige ... for stations everywhere.
THE ASSOCIATED PRESS
50 ROCKEFELLER PLAZA
NEW YD R K 2D, N . Y.
AMONG THE STARS IN WASHINGTON!
During the prime "AA" nighttime hours, when the
stars shine brightest, WRC-TV averages great-
er share of audience* than any other station in the
Capital ! And if you call pronto, WRC-TV will arrange
ten-, twenty-, or the new thirty-second spots in this
prime evening time adjacent to the greatest shows
and stars in television.
If you figure prospective customers among Western
fans (and who doesn't?) line up your sights on avail-
* ARB — Washington. D. C, Metropolitan Area Report — October 1957.
abilities flanking programs such as "The Californi-
ans, ' ' ' 'The Restless Gun ' ' and ' 'Wagon Train. ' ' Or use
comedy to gladden the hearts (and loosen the purse-
strings) of your stubbornest prospects. Pick your spot
before or after shows like "Groucho Marx— You Bet
Your Life," "The Life of Riley" and "The George
Gobel Show." A choice few of these spots among the
stars are available now. Call WRC-TV or your nearest
NBC Spot Sales representative for quickest results!
WASHINGTON, D. C.
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Vol. 53, No. 22 NOVEMBER 25, 1957
TOP 50 AGENCIES IN 1957 RADIO-TV
® McGann-Erickson's $103 million places first
• Bates' $43.5 million tops spot-only billing
McCann-Erickson leads the nation's ad-
vertising agencies in combined television and
radio billing in 1957 with a year-end figure
of $103 million, according to results of
Broadcasting's sixth annual survey of the
top broadcast agencies in the U. S.
M-E drove to its dominance on the steam
of a $26.6 million increase over its 1956
billings, when the agency checked in as
No. 3.
Young & Rubicam, three years the leader
in the year-end tabulations, was bumped
into the runner-up position this year despite
an $18 million gain that raised its tv-radio
expenditure to an even $100 million.
J. Walter Thompson Co. emerged third
with a broadcast billing total of $92 million,
a $22 million advance over its 1956 outlay.
BBDO placed fourth this year while add-
ing $5 million to bring its tv-radio billing
total to $85 million.
Ted Bates retained its No. 5 ranking on
the strength of a $21.5 million rise, lifting
its billing figure to $76.5 million.
The other leaders among the Top 10:
Benton & Bowles, $54.5 million; Leo Bur-
nett, $49 million; Dancer-Fitzgerald-Sample,
$47 million; Compton, $42 million, and
Foote, Cone & Belding, $40 million.
Ted Bates for the third consecutive year
held its dominance in tv-radio spot billing
with a year-end tally of $43.5 million, an
advance of $8.5 million over its 1956 total.
McCann-Erickson registered $42 million to
place second in spot spending, well ahead
of Y&R and BBDO which shared third rank
with a spot total of $27 million each.
In the "television only" category, Mc-
Cann-Erickson led the standings with $91
million, followed — as in the combined fig-
ures— by Young & Rubicam and J. Walter
Thompson. The Y&R tv total: $85 million;
JWT: $80 million.
Young & Rubicam edged BBDO by $1
million in the "Radio Only" designation,
finishing the year with $15 million. McCann-
Erickson and J. Walter Thompson shared
third position with identical $12 million
outlays in radio.
Total 1957 billings of thz 50 agencies
included in the survey came to $1.2 billion.
The figures represent expenditures for
time and talent, in both network and spot,
during the 1957 calendar year. They do not
include commitments already made for
1958.
Following is a summary of this year's
activity in each of the agencies listed in the
compilation:
McCANN-ERICKSON: Combined tv-radio
billing $103 million; $91 million in televi-
sion ($61 million in network, $30 million in
spot); $12 million in radio (all spot); tv-ra-
dio share of overall billing, 52%.
In registering its $26.6 million increase
over last year, McCann-Erickson spent more
than $5 million on specials alone for Stand-
ard Oil, Bulova, John Hancock and others.
New to the agency this year: Helene Cur-
tis (What's My Line? on CBS-TV), Turns
(Wagon Train, NBC-TV) and John Hancock
(Producers Showcase, NBC-TV).
Even more significant than the new en-
tries was the formidable increase of tv spend-
ing among established clients at the agency.
Regular network sponsors at the agency
include: Chrysler {Climax, Shower of Stars,
both CBS-TV), Chesebrough-Ponds (Bob
Cummings Show, NBC-TV), Derby Foods
(Disneyland, ABC-TV), Liggett & Myers
(Dragnet, Club Oasis, NBC-TV, Frank Si-
natra, ABC-TV), Mennen Co. (Wednesday
Night Fights, OSS, both ABC-TV) and
Westinghouse (Studio One, CBS-TV).
YOUNG & RUBICAM: Combined tv-radio
billing $100 million; $85 million in television
($67 million in network, $18 million in spot);
$15 million in radio ($6 million in network,
$9 million in spot); tv-radio share of overall
billing: 45%.
Up $18 million from its 1956 total, the
agency shares with McCann-Erickson the
distinction of cracking the $100 million
mark in tv-radio billing. New business in
1957: Beechnut, from Kenyon & Eckhardt.
Lost: Kent and Newport cigarettes to Len-
nen & Newell. New entrants to tv: Drackett
(Wagon Train, NBC-TV); Royal Typewriter
(Sally, NBC-TV). Among leading network
advertisers: Goodyear (Goodyear Anthology,
NBC-TV), Remington Rand (Gunsmoke,
What's My Line?, both CBS-TV), Bristol-
Myers (Alfred Hitchcock Presents, CBS-TV,
Tombstone Territory, ABC-TV), Singer
(The Calif ornians, NBC-TV), General Elec-
Rank Agency
Total
Broadcast
Billings
(in millions
of dollars)
1. MCCANN-ERICKSON $103
2. YOUNG & RUBICAM 100
3. J. WALTER THOMPSON 92
4. BBDO 85
5. TED BATES 76 5
6. BENTON & BOWLES 54.5
7. LEO BURNETT 49
8. DANCER-FITZGERALD-SAMPLE 47
9. COMPTON ADV. 42
10. FOOTE, CONE & BELDING 40
11. WILLIAM ESTY 36
12. KENYON & ECKHARDT 31.5
13. N. W. AYER 31
14. SULLIVAN, STAUFFER, COLWELL
& BAYLES 26.7
15. CAMPBELL-EWALD 25
16. LENNEN & NEWELL 24.5
17. CUNNINGHAM & WALSH 17
18. CAMPBELL-MITHUN 16.8
MAXON INC. 16.8
20. GRANT ADV. 16
21. GREY ADV. 15.4
22. PARKSON 15
ERWIN WASEY, RUTHRAUFF
& RYAN 15
24. D'ARCY 14
NEEDHAM, LOUIS & BRORBY 14
26. GEOFFREY WADE 12.8
27. TATHAM-LAIRD 11.2
28. NORTH ADV. 11
29. GARDNER ADV. 10.4
30. NORMAN, CRAIG & KUMMEL 10.3
31. DOHERTY, CLIFFORD, STEERS
& SHENFIELD 10
KUDNER 10
33. BRYAN HOUSTON 9
34. EDWARD WEISS CO. 8.3
35. FULLER & SMITH & ROSS 8.2
36. EMIL MOGUL 8
37. DONAHUE & COE 7.7
MAC MANUS, JOHN & ADAMS 7.7
39. KEYES, MADDEN & JONES 7.4
40. GORDON BEST 7.3
41. GUILD, BASCOM & BONFIGLI 6.9
42. COHEN & ALESHIRE 6.6
43. DOYLE DANE BERNBACH 6 5
44. OGILVY, BENSON & MATHER 6.4
45. WARWICK & LEGLER 6.2
D. P. BROTHER 6.2
47. EARLE LUDGIN 6
48. GEYER 5.5
49. FITZGERALD 5.3
50. RAYMOND SPECTOR 5
FOR BILLING DETAILS
SEE NEXT PAGE
Broadcasting
November 25, 1957 • Page 27
ADVERTISERS & AGENCIES continued
mmmmmmmmMmmmmMmmmmMm^
TOP 50 AGENCIES.
trie (Cheyenne, ABC-TV), General Foods
(Disneyland, ABC-TV); Procter & Gamble
(The Lineup, CBS-TV), Kaiser (Maverick,
ABC-TV), Borden and American Home
Products (People's Choice, NBC-TV), Time
Inc. (Person to Person, CBS-TV), Johnson
& Johnson (Robin Hood, CBS-TV); Royal
McBee (Sally, NBC-TV), Lipton (Talent
Scouts, CBS-TV). Among top spot clients at
agency: General Foods, Borden Co., General
Electric, Johnson & Johnson, Procter &
Gamble.
J. WALTER THOMPSON CO.: Combined
tv-radio billing $92 million; $80 in television
($65 million in network, $15 million in
spot); $12 million in radio ($4 million in
network, $8 million in spot); tv-radio share
of overall billing: 37%.
JWT's impressive roster of network tv
sponsorships and a plus-$4-million contract
by Ford Div. on CBS Radio highlighted an
upward climb in broadcast billing (up $22
million)— the agency moving from fourth
to third in ranking.
The bigger blue chips in network tv that
JWT handles: Pharmacraft (Steve Allen
Show on NBC-TV), Lever Bros. (Eve
Arden Show on CBS-TV and Rosemary
Clooney Show on NBC-TV), Scott Paper
(Father Knows Best and Giselle Mackenzie
Show, both NBC-TV), Ford (Tennessee
Ernie Ford and Suspicion on NBC-TV and
Zane Grey Theatre on CBS-TV), Kraft
Foods (Kraft Television Theatre on NBC-
TV), Eastman Kodak (Ozzie & Harriet on
ABC-TV and Ed Sullivan Show on CBS-
TV), Sylvania (The Real McCoys on ABC-
TV), Schlitz (Schlitz Playhouse on CBS-
TV) and Seven Up (Zorro on ABC-TV).
Among the new accounts gained by JWT
during the year were two airlines, North-
east Airlines and Continental Airlines, and
Sealy Mattress.
BBDO: Combined tv-radio billing $85 mil-
lion; $71 million in television ($46 million
in network, $25 million in spot); $14 million
in radio ($12 million in network, $2 million
in spot); tv-radio share of overall billing:
40%.
Symptomatic of the competitive pace in
television, BBDO, with a respectable in-
crease of $5 million in billing over 1956,
find itself back two lengths in the current
rankings, finishing fourth.
Chief defection in 1957 was the Revlon
account which transferred its business to
Warwick & Legler and its other agencies
(Mogul, LaRoche and Dowd, Redfield &
Johnstone). Gains for the agency included
Air France from Buchanan and part of the
W. A. Sheaffer pen account. BBDO tied for
third place in the combined tv-radio spot
billing. Accounting for part of the huge
24
26
27
28
29
30
31
33.
34
35
36
37
MC CANN-ERICKSON
YOUNG & RUBICAM
J. WALTER THOMPSON
TED BATES
BENTON & BOWLES
LEO BURNETT
DANCER-FITZGERALD -SAMPLE
C0MPTON ADV.
FOOTE, CONE & BELDING
WILLIAM ESTY
KENYON & ECKHARDT
N. W. AYER
SULLIVAN, STAUFFER, COLWELL & BAYLES
CAMPBELL-EWALD
LENNEN & NEWELL
CUNNINGHAM & WALSH
X
CAMPBELL- MIT HUN
MAXON INC.
GRANT ADV.
GREY ADV.
PARKSON
ERWIN WASEY, RUTHRAUFF & RYAN
D'ARCY
:
NEEDHAM, LOUIS & BRORBY
GEOFFREY WADE
TAT HAM -LAIRD
NORTH ADV.
GARDNER ADV.
NORMAN, CRAIG & KUMMEL
DOHERTY, CLIFFORD, STEERS & SHENFIELD
KUDNER
BRYAN HOUSTON
EDWARD H. WEISS CO.
FULLER & SMITH & ROSS
EMIL MOGUL
DONAHUE & COE
MAC MANUS, JOHN & ADAMS
KEYES, MADDEN & JONES
GORDON BEST
GUILD, BASCOM & BONFIGLI
COHEN & ALESHIRE
DOYLE DANE BERNBACH
OGILVY, BENSON & MATHER
WARWICK & LEGLER
D. P. BROTHER
EARLE LUDGIN
GEYER INC.
FITZGERALD
RAYMOND SPECTOR
TEXT CONTINUES ON PAGE 32
Page 28 • November 25, 1957
Broadcasting
..AND
THEIR
RADIO-TV
BILLINGS
All Dollar Figures Are Millions
Combined
Broadcast
Billing
Total
Tv
Tv
Spot
Tv
Network
Total
Radio
Radio
Spot
Radio
Network
Broadcast
Share of
Agency's Total
Billing
Broadcast
Billing
Change
r rom iyoo
$103
$91
$30
$61
$12
$12
—
52%
+ $26.6
100
85
18
67
15
9
6
45%
+ 18
92
80
15
65
12
8
4
37%
+ 22
85
71
25
46
14
2
12
40%
+ 5
76.5
69.5
36.5
33
7
7
—
75%
+ 21.5
54.5
51.5
15.5
36
3
2
1
58%
+ -V
49
43
9
34
6
5
1
61%
+ 6
47
39.5
10
29.5
7.5
4
3.5
55%
+ 9.5
42
39.9
15.6
24.3
2.1
1.6
.5
50%
+ 10.1
40
33.3
8
25.3
6.7
1
5.7
35%
+ 7.5
36
32
4
28
4
2.5
1.5
50%
— 4
31.5
24.7
5.7
19
6.8
6
.8
55%
- 4.1
31
20
10
10
11
9
2
25%
+ 3
26.7
21.4
4.8
16.6
5.3
4.5
.8
65%
+ 2.2
25
21
3
18
4
2.5
1.5
27%
+ 4
24.5
21.1
4
17.1
3.4
2.9
.5
54%
+ 3.5
17
10
7.8
2.2
7
5
2
35%
+ 2.5
16.8
15.3
5.5
9.8
1.5
1
.5
48%
+ 2.8
16.8
15.8
2
13.8
1
.3
.7 ■
60%
+ 2.8
16
13
3
10
3
2.8
2
22%
+ 2
15.4
14.4
7.4
7
1
.8
.2
30%
+ 4.4
15
14.5
1
13.5
.5
.5
—
95%
*
15
10
7
3
5
4
1
20%
*
14
8.5
3
5.5
5.5
5.5
—
28%
same
14
11.8
3
8.8
2.2
2
.2
43%,
+ 2
12.8
11.8
5
6.8
1
.5
.5
85%
+ 1.8
11.2
11
1
10
.2
.2
—
48%
- 2.6
11
10.5
2.1
8.4
.5
—
.5
88%
+ 2
10.4
8.3
3
5.3
2.1
1.1
1
48%
10.3
8
2
6
2.3
2.3
—
30%
+ .7
10
9.1
1.6
7.5
.9
.9
—
50%
+ 3.3
10
7
.5
6.5
3
2.7
.3
35%,
- 3
9
8.3
2
6.3
.7
.7
—
48%
- 1.8
8.3
8
.8
7.2
.3
.3
—
45%
*
8.2
7
.5
6.5
1.2
.2
1
24%
*
8
5.9
2.7
3.2
2.1
2.1
—
75%
+ .5
7.7
5.9
5.9
1.8
1.8
—
25%
*
7.7
5.6
1.8
3.8
2.1
1.4
.7
19%
+ .7
7.4
6.6
2.1
4.5
.8
.8
—
49%
+ .4
7.3
6
2.5
3.5
1.3
.5
.8
60%
*
6.9
5.3
1.5
3.8
1.6
1.2
.4
70%
*
6.6
5.1
4.6
.5
1.5
1
.5
80%
+ 1.1
6.5
6.1
2.2
3.9
.4
.4
— .
32%
*
6.4
4
2.1
1.9
2.4
2.4
38%
*
6.2
3.7
.7
3
2.5
.2
2.3
40%
seme
6.2
6
.5
5.5
.2
.2
21%
6
5
2
3
1
1
46%
.- 1
5.5
4
1
3
1.5
1
.5
30%
- 2.5
5.3
4.8
2
2.8
.5
.5
35%
*
5
5
.3
4.7
95%
- .5
* Agency did not appear in listings last year.
Broadcasting
FOR THE TOP AGENCIES' BILLINGS SINCE 1952, SEE OVERLEAF
November 25, 1957 • Page 29
ADVERTISERS & AGENCIES continued
FIVE YEARS WITH THE TOP BROADCAST
1952
Combined
Radio
Tw
1 V
Combined
Radio
Tv
Rank
Agency
Radio-Tv
Only
Only
Rank
Agency
Radio-Tv
Only
Only
1.
BBDO
$40
$13.5
$26.5
9.
FOOTE, CONE & BELDING
$20
$10
$10
2.
YOUNG & RUBICAM
36
12
24
10.
LEO BURNETT
18
9
9
3.
BENTON & BOWLES
30
10.5
19.5
11.
LENNEN & NEWELL
15
3
12
BIOW CO.
30
10.5
19.5
TED BATES
15
6
9
5.
WILLIAM ESTY & CO.
28
10
18
13.
KENYON & ECKHARDT
14.5
5.5
9
6.
J. WALTER THOMPSON
27
13.5
13.5
14.
N. W. AYER & SON
12
6
6
7.
DANCER-FITZGERALD-SAM PLE
26
17.5
8.5
15.
MAXON INC.
11
4.4
6.6
8.
MCCANN-ERICKSON
25
8.7
16.3
1953
1954
Combined
Radio
Tv
Combined
Radio
Tv j
Rank
Agency
Radio-Tv
Only
Only
Rank
Agency
Radio-Tv
Only
Only
1.
BBDO
$49.5
$14.5
$35
9.
TED BATES & CO.
$24
$ 6
$18
2.
YOUNG & RUBICAM
49
15
34
LEO BURNETT CO.
24
7.2
16.8
3.
J. W. THOMPSON CO.
35
13.5
21.5
11.
FOOTE, CONE & BELDING
18
8
10
4.
BENTON & BOWLES
32
1 1.8
20.2
LENNEN & NEWELL
18
4
14
BIOW CO.
32
8
24
13.
KENYON & ECKHARDT
15.2
5.6
9.6
6.
WILLIAM ESTY & CO.
29
8
21
14.
KUDNER AGENCY
15
4.8
10.2
7.
DANCER-FITZGERALD-SAMPLE
27
18
9
15.
CUNNINGHAM & WALSH
14
4
10
8.
MCCANN-ERICKSON
25.5
8
17.5
MAXON INC.
14
4.2
9.8
17.
N. W. AYER & SON
13.4
6.5
6.9
Combined
Radio
Tv
Combined
Radio
Tv
Rank Agency
Radio-Tv
Only
Only
Rank
Agency
Radio-Tv
Only
Only
1 . YOUNG & RUBICAM
$60
$15
$45
11.
KENYON & ECKHARDT
$22.5
$ 7.5
$15
2. BBDO
59
13
46
12.
COMPTON ADV.
22.3
5.5
16.8
3. J. WALTER THOMPSON CO.
50
12
38
13.
FOOTE, CONE & BELDING
22
5.5
16.5
4. MCCANN-ERICKSON
46
9
37 •
14.
LENNEN & NEWELL
20
4
16
5. BIOW CO.
33.4
5.6
27.8
15.
N. W. AYER & SON
18
7.5
10.5
6. LEO BURNETT CO.
33.3
6
27.3
16.
CUNNINGHAM & WALSH
16
3.5
12.5
7. WM. ESTY CO.
31
5
26
17.
KUDNER
14
2.6
11.4
8. BENTON & BOWLES
29.2
8.4
20.8
MAXON INC.
14
3
1 1
9. DANCER-FITZGERALD-SAMPLE
28.5
15.5
13
19.
SULLIVAN, STAUFFER,
10. TED BATES & CO.
27.5
7
20.5
COLWELL & BAYLES
13.8
3.8
10
1955 HH
Combined
Radio
Tv '
Combined
Radio
Tv
Rank Agency
Radio-Tv
Only
Only
Rank
Agency
Radio-Tv
Only
Only
1 . YOUNG & RUBICAM
$72
$12
$60
10.
BIOW-BEIRN-TOIGO
$30
$ 5
$25
2. BBDO
60
10.5
49.5
DANCER-FITZGERALD-SAMPLE
30
13
17
MCCANN-ERICKSON
60
10.5
49.5
12.
COMPTON ADV.
25.5
4.5
21
4. J. WALTER THOMPSON
58
5
53
13.
N. W. AYER & SON
21
10
11
5. LEO BURNETT
42.1
5.8
36.3
14.
FOOTE, CONE & BELDING
20.5
3.5
17
6. BENTON & BOWLES
39
4
35
15.
LENNEN & NEWELL
20
4
16
WILLIAM ESTY
39
4
35
16.
SULLIVAN, STAUFFER,
8. TED BATES
37
7
30
COLWELL & BAYLES
17.8
3.3
14.5
9. KENYON & ECKHARDT
34.5
4.5
30
17.
CUNNINGHAM & WALSH
17
3.5
13.5
18.
RUTHRAUFF & RYAN
15.5
4
11.5
1956
Combined
Radio
Tv
Combined
Radio
Tv 1
Rank Agency
Radio-Tv
Only
Only
Rank
Agency
Radio-Tv
Only
Only
1. YOUNG & RUBICAM
$82
$ 8
$74
12.
COMPTON ADV.
$31.9
$ 2.3
$29.6
2. BBDO
80
10
70
13.
N. W. AYER & SON
28
10
18
3. MCCANN-ERICKSON
76.4
9.9
66.5
14.
SULLIVAN, STAUFFER,
4. J. WALTER THOMPSON
70
10
60
COLWELL & BAYLES
24.5
4.4
20.1
5. TED BATES
55
6
49
15.
CAMPBELL-EWALD
21
4
17
6. BENTON & BOWLES
53.8
3.1
50.7
LENNEN & NEWELL
21
1.5
19.5
7. LEO BURNETT
43
5
. '38
17.
RUTHRAUFF & RYAN
15
4
11
8. WILLIAM ESTY
40
6
34
18.
CUNNINGHAM & WALSH
14.5
2.8
11.7
9. DANCER-FITZGERALD-SAMPLE
37.5
6.5
31
19.
CAMPBELL-MITHUN
14
1
13
10. KENYON & ECKHARDT
35.6
4.5
31.1
D'ARCY ADV.
14
3
11
1 1 . FOOTE, CONE & BELDING
32.5
7
25.5
GRANT ADV.
14
2.5
11.5
MAXON INC.
14
1
13
Page 30
November 25, 1957
Broadcasting
AGENCIES
The listings on these two pages show activity of the top-billing broadcast
agencies for 1952-1956. Broadcasting's annual surveys have increased with the
increase in billings and refinement of survey technique. All figures are millions.
Rank Agency
16. SULLIVAN, STAUFFER,
COLWELL & BAYLES
CUNNINGHAM & WALSH
18. NEEDHAM, LOUIS & BRORBY
CECIL & PRESBREY
COMPTON ADV.
21. SHERMAN & MARQUETTE
RUTHRAUFF & RYAN
Combined Radio Tv
Radio-Tv Only Only
$10 $4 $6
10 4 6
8 3 5
8 3.6 4.4
8 4.5 3.5
7.5 2.5 5
7.5 3.2 4.3
Rank Agency
23. CAMPBELL-EWALD
D'ARCY ADV.
WARWICK & LEGLER
WARD WHEELOCK CO.
27. HARRY B. COHEN CO.
28. WILLIAM WEINTRAUB
29. ERWIN, WASEY & CO.
30. FULLER & SMITH & ROSS
Combined Radio Tv
Radio-Tv Only Only
$7 $1.8 $5.2
7 3.5 3.5
7 3 4
6 3.5 2.5
4.5 1.8 2.7
4 2 2
3.5 1.5 2
3.4 .9 2.5
Rank Agency
18. SULLIVAN, STAUFFER,
COLWELL & BAYLES
19. COMPTON ADV.
20. NEEDHAM, LOUIS & BRORBY
SHERMAN & MARQUETTE
22. GEOFFREY WADE
RUTHRAUFF & RYAN
24. CECIL & PRESBREY
25. CAMPBELL-EWALD
Combined Radio Tv
Radio-Tv Only Only
$13 $3 $10
12.5 5 7.5
11 4.5 6.5
11 3.5 7.5
10 6.5 3.5
10 5 5
9.5 1.5 8
8.5 1.8 6.7
Rank Agency
26. WARWICK & LEGLER
27. D'ARCY ADV.
28. DOHERTY, CLIFFORD, STEERS
& SHENFIELD
FULLER & SMITH & ROSS
MACMANUS, JOHN & ADAMS
WARD WHEELOCK CO.
WEISS & GELLER
Combined Radio Tv
Radio-Tv Only Only
$7 $1.5 $5.5
6.5 2.5 4
6 1.5 4.5
6 1.5 4.5
6 2 4
6 2.5 3.5
6 2 4
Rank Agency
20. RUTHRAUFF & RYAN
21. NEEDHAM, LOUIS & BRORBY
22. BRYAN HOUSTON INC.
23. GEOFFREY WADE
24. CAMPBELL-EWALD
WEISS & GELLER
26. TATHAM-LAIRD
27. D'ARCY ADV.
ERWIN, WASEY
Combined Radio Tv
Radio-Tv Only Only
$13 $4 $9
11.9 3.6 8.3
11.5 4 7.5
117 4
10 2.2 7.8
10 2 8
9.5 1 8.5
8 3.5 4.5
8 3 5
Rank Agency
29. MACMANUS, JOHN & ADAMS
30. DOHERTY, CLIFFORD, STEERS
& SHENFIELD
GEYER INC.
32. FULLER Sc SMITH & ROSS
33. GRANT ADV.
WARWICK & LEGLER
35. GREY ADV.
36. HARRY B. COHEN
Combined Radio Tv
Radio-Tv Only Only
$7 , $ .5 $6.5
6 2.2 3.8
6 2 4
5.7 .5 5.2
5.5 1.5 4
5.5 1.3 4.2
5.1 1.5 3.6
5 2 3
Combined
Radio
IV
Combined
Radio
Tv
Rank
Agency
Radio-Tv
Only
Only
Rank
Agency
Radio-Tv
Only
Only
19.
CAMPBELL-EWALD
$14
$3
$11
28.
BRYAN HOUSTON "
$9.8
$2.8
$7
KUDNER AGENCY
14
2.5
11.5
29.
MACMANUS, JOHN & ADAMS
8.5
.7
7.8
MAXON INC.
14
3
11
30.
ERWIN, WASEY & CO.
8
3
5
22.
TATHAM-LAIRD
12.2
.9
11.3
GREY ADV.
8
1.7
6.3
23.
NEEDHAM, LOUIS & BRORBY
12
3
9
32.
GEYER INC.
7
2
' 5
24.
GRANT ADV.
11.1
2.6
8.5
33.
EARLE LUDGIN & CO.
6.3
.3
6
25.
GEOFFREY WADE
11
4
7
34.
NORMAN, CRAIG & KUMMEL
6
2
4
26.
d'arcy ADV.
10
3.5
6.5
DOHERTY, CLIFFORD, STEERS
WEISS & GELLER
10
2
8
& SHENFIELD
6
2
4
36.
WARWICK & LEGLER
5.7
1.2
4.5
Combined
Radio
Tv
Combined
Radio
Tv
Rank
Agency
Radio-Tv
Only
Oniy
Rank
Agency
Radio-Tv
Only
Only
23.
TATHAM-LAIRD
$13.8
$ .6
$13.2
33.
EMIL MOGUL
$7.5
$2.5
$5
24.
KUDNER AGENCY
13
4
9
34.
MACMANUS, JOHN & ADAMS
7
1.5
5.5
25.
NEEDHAM, LOUIS & BRORBY
12
2.5
9.5
RUSSEL M. SEEDS
7
1.5
5.5
26.
GEOFFREY WADE
11
2
9
EARLE LUDGIN
7
.8
6.2
GREY ADV.
11
2.2
8.8
37.
DOHERTY, CLIFFORD,
28.
BRYAN HOUSTON
10.8
1.3
9.5
STEERS & SHENFIELD
6.7
1.2
5.5
29.
NORMAN, CRAIG & KUMMEL
9.6
2.6
7
38.
WARWICK & LEGLER
6.2
1.3
4.9
30.
NORTH ADV.
9
1
8
39.
RAYMOND SPECTOR
5.6
1
4.6
31.
GEYER INC.
8
2
6
40.
HARRY B. COHEN
5.5
1.2
4.3
ERWIN, WASEY
8
2
6
Broadcasting
November 25. 1957 • Page 31
1
ADVERTISERS & AGENCIES continued
TEXT CONTINUES FROM PAGE 28
spot billing were activities on behalf of
American Tobacco's Hit Parade cigarettes,
Campbell's new soups, Bristol-Myers' Ban,
Lever Bros, and General Mills, among
others.
BBDO's roster of network activities in-
clude Armstrong Circle Theatre on CBS-TV
for Armstrong Cork; Jack Benny Show and
Bachelor Father on CBS-TV for American
Tobacco; Colt 45 on ABC-TV for Campbell
Soups; Burns and Allen CBS-TV for Gen-
eral Mills; G. E. Theatre on CBS-TV for
General Electric; Life of Riley on NBC-TV
for Lever Bros.; Playhouse 90 on CBS-TV
for B-M; Robin Hood on CBS-TV for Wild-
root Co.; Trackdown on CBS-TV for Amer-
ican Tobacco and, for the same advertiser,
Your Hit Parade on NBC-TV; You Bet
Your Life on NBC-TV for DeSoto.
TED BATES & CO.: Combined tv-radio bill-
ing $76.5 million; $69.5 million in tv ($33
million in network, $36.5 million in spot);
$7 million in radio (all spot); tv-radio share
of overall billing: 75%.
Ranking first in spot for the third year
in succession, Ted Bates chalked up an
overall tv-radio increase of $21.5 million
over its last year's billing. Spot spending by
the agency in 1957 came to $42 million,
with the entire radio outlay of $7 million
going to local stations. Product acquisitions
by Bates in 1957 include Colgate's Fab and
Rapid Shave Cream from William Esty, and
Uncle Ben's Rice from Leo Burnett. Top
spending client at the agency — and leading
spot sponsor in the nation — remains Brown
& Williamson. B&W network efforts include
sponsorship of Lineup on CBS-TV and
News on the Hour on NBC Radio. Other
network broadcast activities include Have
Gun, Will Travel for Lever Bros., Million-
aire for Colgate-Palmolive and Name That
Tune for American Home Products, all on
CBS-TV; Jim Bowie and Sugarfoot, both on
ABC-TV, for American Chicle, and Thin
Man on NBC-TV for C-P.
BENTON & BOWLES: Combined tv-radio
billing $54.5 million; $51.5 million in tv
($36 million in network, $15.5 million in
spot); $3 million in radio ($1 million in net-
work, $2 million in spot); tv-radio share
of overall billing: 58%.
Benton & Bowles' combined billing rose
$0.7 million over its 1956 total. Figuring
importantly in the agency's strong stance
was the acquisition from Procter & Gamble
of several new products: Zest, Winterset and
Summerset. In addition B & B acquired
Schick from Warwick & Legler while losing
French Government Tourist to Grey and
Studebaker account to Burke Dowling
Adams.
The agency currently places the follow-
ing programs: December Bride, Danny
Thomas Show and Zane Grey Theatre, all
on CBS-TV, for General Foods, and Meet
McGraw and the Loretta Young Show on
NBC-TV for Procter & Gamble.
LEO BURNETT CO.: Combined tv-radio
billing $49 million; $43 million in television
($34 million in network, $9 million in spot);
$6 million in radio ($1 million in network,
$5 million in spot); tv-radio share of over-
all billing: 61%.
Burnett, up $6 million over last year in
combined broadcast billing, shifted a con-
siderable number of radio-using accounts
into television. This summer, Burnett lost
$8 million worth of Pabst Brewing Co. bill-
ing— $7 million Blue Ribbon, Old Tankard
Ale, Andeker Draught Supreme; $1 million
Eastside Brewing Co. subsidiary — to Nor-
man, Craig & Kummel and Young & Rubi-
cam. But Tea Council allocated its entire
$2 million ad budget to tv spot (as against
a sizeable print campaign supplemented by
tv last year); All-State Insurance Co. re-
distributed print money to participations in
CBS-TV's Playhouse 90, which made up
to some degree the loss of network com-
missions formerly accrued through Pabst
and ABC's Wednesday night fights and
NBC-TV's Mystery Theatre this summer;
Kellogg Co. dropped Arthur Godfrey simul-
casts and CBS-TV's Lassie and picked up
an ABC-TV across-the-board children's strip
of adventure reruns and continued in CBS-
TV's House Party and Name That Tune,
also buying into The Big Record. Bauer &
Black used CBS Radio's "Impact" plan on
Gunsmoke, Amos 'N' Andy, and ABN's
Breakfast Club; Procter & Gamble picked
up alternate weeks of CBS-TV's Phil Silvers
Show, some CBS-TV daytime serials, NBC-
TV's Matinee, The Web, and renewed
Loretta Young; Pure Oil Co. and Philip
Morris Co. (Marlboro) expanded tv sports
coverage (Marlboro continuing on Play-
house 90); Pillsbury also went in for CBS-
TV daytime serials as well as The Big
Record and bought into ABC-TV's Mickey
Mouse; Campbell Soup Co. stayed on CBS-
TV and so did Hoover Co.
Most of the foregoing advertisers used
radio-tv spot, as did Pfizer Co. in farm
radio.
DANCER-FITZGERALD-SAMPLE: Combined
tv-radio billing $47 million; $39.5 million
in television ($29.5 million in network, $10
million in spot); $7.5 million in radio ($3.5
million in network, $4 million in spot);
tv-radio share of overall billing: 55%.
The pickup in billing of $9.5 million at
D-F-S is traced to greater activity of exist-
ing accounts. With its radio billing strong,
D-F-S increased in tv as well. Among the
leading tv network accounts are General
Mills, for which D-F-S places business in
five network tv shows (Wyatt Earp, The
Lone Ranger, Disneyland, Mickey Mouse
Club and American Bandstand, all on ABC-
TV; American Chicle (Sugarfoot and Jim
Bowie on ABC-TV); Liggett & Myers To-
bacco Co.'s L & M cigarettes (Gunsmoke
on CBS-TV, Dragnet and George Gobel on
NBC-TV); Nestle Co.'s association with
Garry Moore Show on CBS-TV; Peter Paul
on CBS-TV Arthur Godfrey; Sterling Drug
with a daytime show, and others.
cop>:n|
The Next 10 Days
Of Network Color Shows
(All Times EST)
CBS-TV
Nov. 26 (9:30-10 p.m.) Red Skelton
Show, S. C. Johnson & Son through
Foote, Cone & Belding and Pet Milk
through Gardner Adv.
NBC-TV
Nov. 25-29, Dec. 2-4 (1:30-2:30 p.m.)
Howard Miller Show, participating
sponsors (on Thanksgiving Day will be
seen 1:30-2:15 p.m. and colorcast only
on certain stations).
Nov. 25, Dec. 2 (7:30-8 p.m.) The
Price Is Right, RCA Victor through
Kenyon & Eckhardt and Spiedel
through Norman, Craig & Kummel.
Nov. 26, 27, 29, Dec. 2-4 (3-4 p.m.)
Matinee Theatre, participating spon-
sors.
Nov. 26 (7:30-9 p.m.) The Pied Piper
of Hamelin, Liggett & Myers through
McCann-Erickson.
Nov. 27 (8:30-10:30 p.m.) Annie Get
Your Gun, Pontiac through Mac-
Manus, John & Adams and Pepsi-
Cola through Kenyon & Eckhardt.
Nov. 28 (7:30-8 p.m.) Tic Tac Dough;
RCA Victor through Kenyon & Eck-
hardt and Warner-Lambert through
Lennen & Newell.
Nov. 28 (10-10:30 p.m.) Lux Show
starring Rosemary Clooney, Lever
Bros, through J. Walter Thompson Co.
Nov. 30 (12-1 p.m.) Parade of Cadets
and Midshipmen, sustaining.
Nov. 30 (1-1:15 p.m.) College Bands
(film fill), sustaining.
Nov. 30 (1:15 p.m. to completion)
Army-Navy game, participating spon-
sors.
Nov. 30 (8-9 p.m.) Perry Como Show,
participating sponsors.
Nov. 30 (10:30-1 1 p.m.) Your Hit Pa-
rade, Toni through North and Ameri-
can Tobacco through BBDO.
Dec. 1 (6:30-7 p.m.) My Friend
Flicka, sustaining.
Dec. 1 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Dec. 1 (9-10 p.m.) Dinah Shore Chevy
Show, Chevrolet through Campbell-
Ewald.
Dec. 3 (8-9 p.m.) Gobel-Fisher Show,
RCA Whirlpool through Kenyon &
Eckhardt and Liggett & Myers
through McCann-Erickson.
Dec. 4 (9-10 p.m.) Kraft Television
Theatre, Kraft Foods Co. through J.
Walter Thompson Co.
Page 32 • November 25, 1957
Broadcasting
Milwaukee
WOKY
Boston
WILD
THE BARTELL GROUP
DOMINATING SIX MAJOR MARKETS
single stroke, radio in these
competently accomplished.
San Diego
KCBQ
At a sir
must-buys is
An exciting union of integrity,
talent, imagination has created
a superior radio service for the whole family.
The fabulous Bartell success in rating
dominance in each market is, therefore,
only part of the story.
Unreserved family acceptance
has produced best buyership.
Atlanta
WAKE
Phoenix
KRUX
Birmingham
WYDE
Broadcasting
November 25, 1957 • Page 33
zlcvcnth in a scries of 1£ ads based on the sisns of the sodiac
INTUITIVE • IMAGINATIVE
. . . and twelve months
out of every year stations
under the sign of MEEKER benefit by:
INTUITIVE intelligence
of "Teamwork" in action — aggressive
sales approach of seasoned men
who have worked together
for 12 years.
IMAGINATIVE interpretation
of sales data
through first-hand
knowledge
of represented properties.
Meeker men periodically
visit each station
and market.
personalized
selling
of a
limited list
the meeker company, inc.
radio and television station representatives
new york Chicago san f rancisco losangeles Philadelphia
Page 34 • November 25, 1957
Broadcasting
ADVERTISERS & AGENCIES continued
COMPTON ADV.: Combined tv-radio
billings $42 million; $39.9 million in tele-
vision ($24.3 million in network, $15.6 mil-
lion in spot); $2.1 million in radio ($0.5
million in network, $1.6 million in spot);
tv-radio share of overall billings: 50%.
Compton upped its billings by $10.1 mil-
lion in 1957. The agency gained G. H. P.
Cigar Co. from Norman, Craig & Kummel
and G. Heileman Brewing Co. from Earle
Ludgin. The increase in billing came from
additional expenditures of such major ac-
counts as Procter & Gamble with Wyatt
Earp on ABC-TV and This Is Your Life on
NBC-TV, Remington-Rand's Leave It to
Beaver on CBS-TV and such spot advertis-
ers as American Can Co., Bond Clothes,
Goodyear Tire & Rubber, Nehi Corp., Soc-
ony Mobil Oil Co., Standard Brands, Ster-
ling Drugs and Sterling Brewers.
FOOTE, CONE & BELDING: Combined tv-
radio billing $40 million; $33.3 million in
television ($25.3 million in network, $8 mil-
lion in spot); $6.7 million in radio ($5.7
million in network, $1 million in spot); tv-
radio share of overall billing: 35%.
An increase of $7.5 million in tv-radio
business at FC&B was attributable in large
part to its new blue chip accounts, includ-
ing Edsel Div. of Ford Motor Co. {Wagon
Train on NBC-TV, special on CBS-TV in
October); Tidewater Oil Co., Hawaiian
Pineapple (Dole), Savarin coffee, Shulton's
Pharmaceutical Div. and Norwich Phar-
macal (Nebs and another product as yet
untitled) .
The following accounts also contributed
to the billings rise: Lever Bros. (Imperial
margarine) representation on NBC-TV's
Lux Show with Rosemary Clooney, Truth
or Consequences and The Price Is Right,
and CBS-TV's Eve Arden Show; Gillette
Co.'s Paper Mate pens (NBC-TV's Caval-
cade of Sports and You Bet Your Life;
Armour & Co., which dropped out of George
Gobel the end of last season, picked up
participations for Dial Soap on NBC-TV's
It Could Be You and CBS-TV's The Big
Record; Kleenex on Perry Como Show on
NBC-TV and Playhouse 90 on CBS-
TV; S. C. Johnson's wax on Red Skelton
Show on CBS-TV; Hallmark Cards on its
NBC-TV's specials and Purex Ltd., together
with Edward H. Weiss Co., on CBS-TV's
Perry Mason and Beat the Clock.
WILLIAM ESTY CO.: Combined tv-radio
billing $36 million; $32 million in television
($28 million in network, $4 million in spot);
$4 million in radio ($1.5 million in network
$2.5 million in spot); tv-radio share of over-
all billing: 50%.
At William Esty & Co. the billing picture
centers on its big account — R. J. Reynolds
Tobacco Co. Reynolds, for example, has
been represented in these network shows:
Bob Cummings Show and People Are
Funny on NBC-TV; Harbourmaster (alter-
nating weeks), I've Got a Secret, Mr.
Adams & Eve and Phil Silvers Show, all
CBS-TV.
Among its top spot advertisers are
Thomas Leeming-Pacquin (radio spot), P.
HOW PEOPLE SPEND THEIR TIME
There were 123,574,000 people in the U. S. over 12 years of age during the week
Nov. 10-16. This is how they spent their time:
70.1% ( 86,625,000) spent 1,997.4 million hours watching television
56.0% ( 69,201,000) spent 968.6 million hours listening to radio '
82.8% (102,319,000) spent 395.4 million hours reading newspapers
31.2% ( 38,555,000) spent 179.9 million hours reading magazines
24.6% ( 30,399,000) spent 394.9 million hours watching movies on tv
24.7% ( 30,513,000) spent 126.6 million hours attending movies*
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting, each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
SINDLINGER'S SET COUNT: As of Nov. 1, Sindlinger data shows: (1) 105,120,000
people over 12 years of age see tv (85.2% of the people in that age group);
(2) 40,692,000 U. S. households with tv; (3) 44,725,000 tv sets in use in U. S.
Ballantine & Sons (Highway Patrol in re-
gional markets) and National Carbon Co.
(Prestone antifreeze and Eveready flash-
light batteries). Prestone also participated
in a battery of network tv shows during
October only and had a very active spot
campaign in radio. Eveready is a heavy
spot radio advertiser. The agency lost Col-
gate's Vel and Fab to Lennen & Newell
and Ted Bates Inc., respectively.
KENYON & ECKHARDT: Combined tv-radio
billing $31.5 million; $24.7 million in tele-
vision ($19 million in network, $5.7 million
in spot); $6.8 million in radio ($0.8 million
in network, $6 million in spot); tv-radio
share of overall billing: 55%.
K & E dropped $4.1 million in combined
tv-radio billing under the previous year's
total. Figuring significantly in the dip was
the loss of the Warner-Lambert account,
which sponsored Your Hit Parade on NBC-
TV, to SSC&B and Norman, Craig & Kum-
mel. K & E's network programming in 1957
included: Perry Como Show, Tic Tac
Dough, The Price Is Right, and The George
Gobel Show on NBC-TV for RCA Whirl-
pool; Rin Tin Tin on ABC-TV for National
Biscuit; and the Ed Sullivan Show on CBS-
TV for Mercury. The agency also placed
large spot schedules for Mercury, Ford
Motor Co., and Lever Bros, among others.
N. W. AYER & SON: Combined tv-radio
billing $31 million; $20 million in television
($10 million in network, $10 million in
spot); $11 million in radio ($2 million in
network, $9 million in spot); tv-radio share
of overall billing: 25%.
Ayer upped its billing by $3 million from
last year's $28 million by acquiring all food
divisions of Armour & Co. (spot business
plus CBS-TV's Arthur Godfrey Time) as
well as the Corning Glass Works (Pyrex)
and several new divisions of Johnson &
Johnson, which brought spot tv-radio busi-
ness to the agency. The gains were accom-
plished even though Ayer lost Bissell Carpet
Sweeper to Leo Burnett and Hawaiian Pine-
apple to Foote, Cone & Belding.
Bell Telephone remained active through
Telephone Time on CBS-TV, Bell Tele-
phone Hour on NBC Radio and occasional
science-education programs on CBS-TV.
Philip Morris added to the network total
with Mike Wallace Show on ABC-TV and
Suspicion on NBC-TV and at year's end
Plymouth agreed to sign as a sponsor of the
Bob Hope Show, is definitely set' for the
Nov. 24 program for this year and is work-
ing out details for sponsorship of forth-
coming programs in the series in 1958.
Active spot advertisers during the year were
Gordon Baking Co., Hill Bros., Ohio Oil,
Atlantic Refining Co., B-C Remedy and
Howard Johnson restaurant chain.
SULLIVAN, STAUFFER, COLWELL &
BAYLES: Combined tv-radio billing $26.7
million; $21.4 million in television ($16.6
million in network, $4.8 million in spot);
$5.3 million in radio ($0.8 million in net-
work, $4.5 million in spot); tv-radio share
of overall billing: 65%.
SSC&B in 1957 scored a gain of $2.2 mil-
lion over last year's billing. Accounting
chiefly for the advance was the capture of
four new clients during the year: Duffy-
Mott from Young & Rubicam, Warner-
Lambert from Kenyon & Eckhardt, Lever
Bros.' Breeze from BBDO and Salada Tea
from Hermon W. Stevens Agency.
The agency's 1957 network activity in-
cluded: Tales of Wells Fargo and M Squad,
both on NBC-TV for American Tobacco;
Restless Gun and Tic Tac Dough on NBC-
TV for Warner-Lambert; Perry Como Show
Broadcasting
November 25, 1957 • .Page 35
ADVERTISERS & AGENCIES continued
on NBC-TV for Noxema, and West Point
on ABC-TV for Carter Products.
SSC&B continued actively in spot for
Smith Bros., Carter Products, Lever Bros,
and American Tobacco, among others.
CAMPBELL-EWALD: Combined tv-radio bil-
ling $25 million; $21 million in television
($18 million in network, $3 million in spot);
$4 million in radio ($1.5 million in network,
$2.5 million in spot); tv-radio share of over-
all billing: 27%.
Campbell-Ewald's upward climb in broad-
cast business is a reflection, in large meas-
ure, of the stepping-up of the Chevy Show
(with Dinah Shore three weeks out of four)
to a weekly schedule on NBC-TV from its
twice-a-month presentation last year. In
addition, Chevrolet dropped Crossroads this
fall on ABC-TV but substituted the more
costly Pat Boone Chevy Showroom on the
same network. Another additional network
tv effort this year — for GM's Delco-Remy
and other divisions serviced by C-E — is the
CBS-TV High Adventure one-hour program
featuring Lowell Thomas, two of which
will be credited to this year's activity and
five during 1958. Chevrolet also continued
its sponsorship this year of its CBS Radio
news schedule on weekends.
Campbell-Ewald resigned the Flagg shoes
account which had been active in spot, but
acquired certain divisions of Kroger Co.
(grocery chain), which sponsored half-hour
programs in local markets. Goebel beer was
a substantial tv-radio spot advertiser of pro-
fessional baseball and football games.
LENNEN & NEWELL: Combined tv-radio
billing $24.5 million; $21.1 million in tele-
vision ($17.1 in network, $4 million in
spot); $3.4 million in radio ($0.5 million in
network, $2.9 million in spot); tv-radio
share of overall billing: 54%.
Up $3.5 million in broadcast billing over
1956, L&N scored with a rash of new broad-
cast accounts. Among them: consolidated
P. Lorillard tobacco account (Kent and
Newport from Young & Rubicam, Gunther
Brewing Co. from SSC&B, Cinzano Inc.
from Burke Dowling Adams, and Colgate
Palmolive's Vel from William Esty. Emer-
son Drug Div., Warner-Lambert Pharma-
ceutical Co., for Bromo-Seltzer, and. Loril-
lard, for Old Gold cigarettes, took on a
130-station lineup of NTA Film Network
for Premiere Performance. C-P, for Vel
and Lustre-Creme, picked up CBS-TV's Mr.
Adams & Eve; American Gas Assn. picked
up part of CBS-TV's Playhouse 90, and
with the Lorillard consolidation, Old Gold
bought NBC-TV's Court of Last Resort and
CBS Television Film's Assignment: Foreign
Legion. L&N also got alternate week billing
for Kent on CBS-TV's $64,000 Challenge.
Heavy spot users were Dromedary Div.,
National Biscuit Co.; American Airlines;
Benrus Watch Co.; Consolidated Cigar Co.;
Stokely-Van Camp foods and Gunther
Brewing.
CUNNINGHAM & WALSH: Combined tv-
radio billing $17 million; $10 million in
television ($2.2 million in network, $7.8 mil-'
lion in spot); $7 million in radio ($2 million
Page 36 • November 25, 1957
in network; $5 million in spot); tv-radio
share of overall billing: 35%.
Although the last Chesterfield billing at
C & W ended last year (the account went to
McCann-Erickson), the agency managed
to increase its tv-radio billing about $2.5
million.
Texas Co. (Texaco), which C&W started
billing this year, has been in spot radio and
tv and also is sponsoring its Command Per-
formances specials on NBC-TV. Another
advertiser new to network tv this year is
Sunshine Biscuit (Garry Moore Show and
Beat the Clock, both CBS-TV). New ac-
counts also include American Cyanamid
(spot user) and Colgate-Palmolive's Brisk,
which is added to C<&W's handling of Col-
gate's Super Suds. Among other big spot-
spending accounts are Sunshine, Folger cof-
fee, Chase Manhattan Bank, Narragansett
Brewing and the New York Daily News.
BOX SCORE • NBC Radio chalked up an-
other $500,000 in new business last week.
Kiplinger Washington Agency (Changing
Times — The Kiplinger Magazine) through
Albert Frank-Guenther Law, N. Y., ordered
four quarter-hour Changing Time programs
per weekend for the next 13 weeks; Gillette
Safety Razor Co. (Boston), through Maxon
Inc., N. Y., ordered full sponsorship of
20th annual Blue-Gray All Star football
game Dec. 28 as well as Jan. 1 Rose Bowl
game, and five advertisers ordered Monitor
segments: Evinrude Motors and A. O.
Smith Corp. (Permaglas), both Milwaukee,
through Cramer-Krasselt Co., same city;
Northwest Orient Airlines, St. Paul, through
Campbell-Mithun, Minneapolis; Sterling Sil-
versmith's Guild, through Fuller & Smith &
Ross, N. Y., and John E. Mitchell Co.
(auto air conditioner) through Taylor-
Norsworthy Inc., Dallas.
FORWARD LOOK • Plymouth Div. of
Chrysler Corp. signed last week for spon-
sorship of three of NBC-TV's Bob Hope
Show specials, first of which was telecast
for auto firm yesterday (Sun. 7-8 p.m.).
Plymouth will share sponsorship of five up-
coming specials with Johnson Motors. Agen-
cy for Plymouth is N. W. Ayer & Son.
HOME SHOW • A. E. Staley Mfg. Co.
(starches), Decatur, 111., through Erwin
Wasey, Ruthrauff & Ryan, Chicago, last
week signed $1 million contract with CBS
Radio for across-the-board noontime strip
starring Peter Lind Hayes and Mary Healy,
direct from Hayes' home in New Rochelle,
N. Y. The Peter & Mary Show (Mon.-Fri.,
12:05-12:15 p.m.) will debut Jan. 6.
TEA TIME • Thomas J. Lipton Inc., Ho-
boken, N. J., will sponsor The Californians,
half-hour tv film series on NBC-TV on al-
ternate weeks, starting Jan. 10 (Tues. 10-
10:30 p;m.). Agency: Young & Rubicam,
N. Y. Singer Sewing Machine Co., current
sponsor, will be other alternate-week ad-
vertiser.
CAMPBELL-MITHUN: Combined tv-radio
billing $16.8 million; $15.3 million in tele-
vision ($9.8 million in network, $5.5 mil-
lion in spot); $1.5 million in radio ($0.5
million in network, $1 million in spot);
tv-radio share of overall billing: 48%.
Campbell-Mithun upped its billing in 1957
by $2.8 million, assisted in part by addition
of several divisions of Kroger Co. (grocery
store chain). Its leading tv network adver-
tisers were Pillsbury Mills, which sponsored
Thursday segments of daytime serials in-
cluding As the World Turns, Edge of Night
and Art Linkletter's House Party on CBS-
TV; the Gold Seal Co. for alternate weeks
of / Love Lucy re-runs on CBS-TV; Hamm
Brewing Co. for Person to Person on CBS-
TV in west and midwest, and American
Dairy Assn. for one-third sponsorship of
the Perry Como Show on NBC-TV.
In network radio, Northwest Airlines was
SOMETHING BREWING • Stegmaier
Brewing Co., Wilkes-Barre, Pa., has pur-
chased Boots and Saddles — The Story of
the Fifth Cavalry (California National Pro-
ductions' tv film series) for showing in
Scranton-Wilkes-Barre, Johnstown, Altoona,
Lancaster-Harrisburg, all Pa., and Bing-
hamton, N. Y., markets. This is said to be
first film program series purchased by brew-
er in two years. Starting dates for 52-week
purchase are in December and January.
Agency for Stegmaier is McCann-Erickson,
N. Y.
Broadcasting
BUSINESS BRIEFLY
WHO'S BUYING WHAT, WHERE
A 13-WEEK radio and tv saturation
campaign in the New York metro-
politan area will be launched Jan. 1
for Edro Products Inc., New York
(Pop-A-Day vitamin lollipops, for
children). Discussing the promotion
are (1 to r) : Herb Sheldon, WABD
(TV) New York personality, whose
daily show will carry Pop-A-Day spots;
Nathaniel C. Schepps, executive vice
president of Edro Products; and Harry
B. Cohen Jr., vice president of Cohen
& Aleshire, Edro's agency. The drive
will use 26 tv and 22 radio spots
weekly.
The upland farms of Michigan are the favorite
habitat of this gaudy, raucous immigrant from
, Asia. Gamey in the wilds, the Pheasant is a
delightful delicacy on the table.
Original sketch by conservationist
Charles E. Schafer
Put your money
where the people are
Here's your real target
Seventy per cent of Michigan's
population commanding 75 per
cent of the state's buying power
lives within WWJ's daytime
primary coverage area.
Are you reaching pheasants instead of people? WWJ
concentrates on the big-earning, big-spending folks in
southeastern Michigan — with sprightly personalities like
Hugh Roberts in the morning, Bob Maxwell from fab-
ulous Northland shopping center, Jim Wood and Jim
DeLand from spectacular Eastland. Use WWJ all day
. . . every day.
Ill 1 If I AM and FM
WWJ RADIO
NBC Affiliate
WORLD'S FIRST RADIO STATION
Owned and operated by The Detroit News
National Representatives: Peters, Griffin, Woodward, Inc.
ROADCASTING
November 25, 1957 • Page 37
In Chicago television, showmanship draws the crowd ... even at midnight.
A recent VARIETY article stated "...the Windy City has
a growing late-nite video audience!' And nowhere
is this more apparent than on WBBM-TV.
For example, the latest post-midnight Nielsen analysis* reveals
ratings that range from a healthy 8.7 to a whopping 20. 3 ... ratings
that rank with the best of daytime audiences and equal
many of those polled by highly-regarded nighttime shows...
week-long average ratings that represent audiences far in excess
of those of all other Chicago stations combined.
We call it showmanship at midnight. The kind of showmanship
that turns your advertising into salesmanship.
The kind you find only on... "^1^^^^^ 1^^" M* 1 ^"^^
Chicago's Showmanship Station — Channel 2
CBS Owned-Represented by CBS Television Spot Sales
•October 1957
ADVERTISERS & AGENCIES continued
FAT CHANCE
Blue skies, not blue sky — that's
what advertisers are offered by the
Sunshine Network, which promises
there will be no bill for advertising
on any day the sun fails to shine on
the network. Since Sunshine affiliates
are KDOT Reno and KRBO Las
Vegas, both Nevada, and KDES Palm
Springs and KSLR Oceanside, both
California, climate-conscious time-
buyers will realize the network is tak-
ing no great risk with its no-sun-no-bill
offer. But by the time they figure this
out, Ted Rogers, Sunshine represent-
ative, has a chance to present more
pertinent if less dazzling data about
the Sunshine stations and markets.
active in participations on NBC Radio's
Monitor and American Dairy Assn. on
various NBC participating shows. Prominent
spot tv-radio advertisers included Hamm
Brewing, Gold Seal, Malt-O-Meal Co.
(cereals), Ballard Flour Co., Kroger Gro-
cery, John Morrell Co. (Red Heart dog
food), Top Value Stamps (trading stamps),
McCormick spices, Armstrong Rubber Co.
and Chicopee Mills.
MAXON: Combined tv-radio billing $16.8
million; $15.8 million in television ($13.8
million in network, $2 million in spot);
$1 million in radio ($0.7 million in network,
$0.3 million in spot); tv-radio share of over-
all billing: 60%.
Maxon picked up in tv billings — about
$2.8 million, representing the first combined
broadcast billing increase at the agency in
more than two years. Active broadcast
clients at Maxon include Gillette in both
tv-radio sports events (Cavalcade of Sports
on NBC-TV and NBC Radio, etc.); General
Electric Co. with Cheyenne on ABC-TV;
Heinz 57 foods (Captain Gallant on NBC-
TV and Studio 57 tv film series in regional
markets), and Pittsburgh Paint (Garry
Moore Show on CBS-TV) . Pittsburgh Paint
is new to network tv. New accounts are
Charles E. Hires, beginning activity this
year in spot tv, and Climaline Co., active in
tv-radio spot; Safeway Stores' Eastern Div.
and La Choy Foods Products have not as
yet used broadcast media to any extent.
GRANT ADV.: Combined tv-radio billing
$16 million; $13 million in tv ($10 million
in network, $3 million in spot); $3 million
in radio ($0.2 million in network, $2.8
million in spot); tv-radio share of overall
billing: 22%.
Grant broadcast business was up $2 mil-
lion over 1956, attributed largely to a bigger
lineup of stations for the Chrysler Corp.
sponsorship of the Lawrence Welk Show
and Top Tunes and New Talent, both on
ABC-TV, and an accompanying accentuated
spot tv-radio drive for the Dodge Motors
and Plymouth Divisions, which are adver-
tised on the network shows. Plymouth also
sponsors A Date With the Angels which
replaced the Ray Anthony Show this fall on
ABC-TV. In late November, Grant placed
Page 40 • November 25, 1957
Tilford Toiletries on NBC-TV's Queen for
a Day for participations on alternate weeks.
Active spot advertisers were Dodge, Ply-
mouth and the Florists' Telegraph Delivery
Assn.
GREY ADV.: Combined tv-radio billing
$15.4 million; $14.4 million in television
($7 million in network, $7.4 million in
spot); $1 million in radio ($0.2 million in
network, $0.8 million in spot); tv-radio
share of overall billing: 30%.
Grey this year bettered by $4.4 million
its 1956 broadcast billing. New business at
the agency this year included Chunky
Chocolates, Procter & Gamble's Pin It,
Block Drug's Denturcream, Mennen Elec-
tric Preshave, Greyhound Corp., and Ron-
son shaver and appliances. The agency lost
no accounts during the year.
Highlights of Grey's broadcast action in
1957: Steve Allen Show on NBC-TV for
Greyhound; West Point on ABC-TV and
Shirley Temple on NTA Network, both for
Van Heusen shirts; Masquerade Party on
NBC-TV and Broken Arrow on ABC-TV
for Five Day Deodorant; Meet McGraw and
People's Choice on NBC-TV for Procter &
Gamble, and specials on NBC-TV for
Exquisite Form Brassieres.
PARKSON ADV.: Combined tv-radio billing
$15 million; $14.5 million in television
($13.5 million in network, $1 million in
spot); $0.5 million in radio (all spot); tv-
radio share of overall billing: 95%.
Parkson Adv., formed last August as an
outgrowth of Edward Kletter Assoc., places
its billing primarily in network tv. In Octo-
ber, Parkson added J. B. Williams to its
Pharmaceuticals Inc. account. Both are asso-
ciated with Twenty One and What's It For?
on NBC-TV and To Tell the Truth on
CBS-TV. Spot tv activity is chiefly on be-
half of Williams' Kreml, Conti and Skol,
while spot radio is used for a number of
products.
ERWIN WASEY, RUTHRAUFF & RYAN:
Combined tv-radio billing $15 million; $10
million in television ($3 million in network,
$7 million in spot); $5 million in radio ($1
million in network, $4 million in spot); tv-
radio share of overall billing: 20%.
The merger of Erwin Wasey and Ruth-
rauff & Ryan took place in 1957 with broad-
cast billing this year of $15 million, the same
total R & R alone achieved last year.
Gains for EWR&R in 1957 include
American Cyanamid, Cellulose Products,
Safeway Stores, S. Brand, KLM Airlines and
Roots Motors. Lost in 1957: American
Home Products, Carling Brewery, Hamilton
Beach Appliances and Penn Salt Co.
Broadcast activity over the year: Burns
& Allen for Carnation on NBC-TV, and
Bon Ami spot and regional buys.
D'ARCY ADV.: Combined tv-radio billing
$14 million; $8.5 million in television ($5.5
million in network, $3 million in spot);
$5.5 million in radio (all spot); tv-radio
share of overall billing 28%.
D'Arcy's billing remained the same as
in 1956 despite a $2.5 million cut in tele-
vision, which was offset by an addition of
$2.5 million in radio. The agency stepped up
its spot radio activity for such clients as
Gerber's Foods, Anheuser-Busch Brewing
Co. (Budweiser Beer), Standard Oil Co. of
Indiana and General Tire & Rubber Co.,
which also were active in spot tv. The bulk
of the agency's business in network tv was
for Gerber's, which used such CBS-TV day-
time programs as Captain Kangaroo and
Garry Moore and the early-evening Beat
the Clock, also on CBS-TV. Patterson-
Sargent (paints) used participations in To-
day on NBC-TV.
NEEDHAM, LOUIS & BRORBY: Combined
tv-radio billing $14 million; $11.8 million in
television ($8.8 million in network, $3 mil-
lion in spot); $2.2 million in radio ($0.2 mil-
lion in network, $2 million in spot); tv-radio
share of overall billing: 43 % .
NL&B's gain was $2 million. Its network
shows include S. C. Johnson & Son on
Steve Allen (NBC-TV); State Farm Insur-
ance on Red Barber's Corner (NBC-TV) and
Quaker Oats on Jane Wyman Show (NBC-
TV).
GEOFFREY WADE ADV.: Combined tv-
radio billing $12.8 million; $11.8 million in
television ($6.8 million in network, $5 mil-
lion in spot); $1 million in radio ($0.5 mil-
lion in network, $0.5 million in spot); tv-
radio share of overall billing: 85%.
Wade's combined tv-radio billing for the
first time in the last four years showed a
higher level, the billing increasing $1.8 mil-
lion above last year's plateau. But the agency
continued the shift from radio to television
(from $2 million last year in radio to $1
million this year). In network tv, Miles
Labs has been active in Wednesday Night
Fights and Broken Arrow on ABC-TV and
in daytime shows on NBC-TV. Also in the
daytime programs (five in all) is Alberto-
Culver Co.
TATHAM-LAIRD: Combined tv-radio billing
$11.2 million; $11 million in television ($10
million in network, $1 million in spot);
$0.2 million in radio (all spot); tv-radio
share of overall billing: 48%.
Broadcast billings at the agency dipped
$2.6 million from 1956, resulting largely
from a decrease in spot spending. Network
clients, who bought shared sponsorship or
participations on a host of tv programs,
included the Toni Co., Armour & Co.,
Wander Co. (Ovaltine), General Mills,
Campbell Soup and Procter & Gamble.
Spot advertisers were Campbell Soup, Gen-
eral Mills, Parker Pen, Wander Co., Toni
and Procter & Gamble.
NORTH ADV.: Combined tv-radio billing
$11 million; $10.5 million in television
($8.4 million in network, $2.1 million in
spot); $0.5 million in radio (all network)^
tv-radio share of overall billing: 88%.
North Adv. completed its second year of
operation with a broadcast total of $ 1 1
million, exceeding its 1956 total by $2
million. Its billing reflects largely the Toni
(Div. of Gillette Co.) account, which spon-
sored on alternate weeks You Bet Your
Life and People Are Funny on NBC-TV
Broadcasting
"Where Did
You Go?"
"Up Madison Avenue."
"What Did
You Do?"
"Listened."
We recently visited our national representatives,
the fellows at The Katz Agency.
You think you're tough? You ought to hear Dan and Ken
and Kel holding us up to the light, sticking pins in us,
weighing our statements, counting our noses, evaluating
our evaluations. They got calculators that make E=mc"
a piker. They're the original Leaning Over Backwards hoys.
They have a passion for facts; they like this one:
WMT Radio Ranks 39th Nationally.
(There are only 38 markets in the U. S. where there's a
radio station that delivers a larger daytime weekly audience.)
(Give 'em your authority said Dan. Okay. NCS 2.)
WMT
CBS Radio for Eastern Iowa
Mail Address: Cedar Rapids
600 kc.
Broadcasting
November 25, 1957 • Page 41
ADVERTISERS & AGENCIES continued
and Arthur Godfrey's Talent Scouts on CBS-
TV. Toni and Lanvin Perfumes used var-
ious network radio shows for the summer
only. A substantial spot tv advertiser during
the year was Jewel Food Stores.
GARDNER ADV., ST. LOUIS: Combined tv-
radio billing $10.4 million; $8.3 million in
television ($5.3 million in network, $3 mil-
lion in spot); $2.1 million in radio ($1 million
in network, $1.1 million in spot); tv-radio
share of overall billing: 48%.
One account gained, none lost, is Gard-
ner's record for 1957. From Benton &
Bowles, Gardner gained Grove Labs' Bro-
mo-Quinine, a heavy NBC Radio spot and
NBC Radio Monitor client. Monsanto, last
in tv for "all" detergents and starches (which
was sold this past spring to Lever Bros. Co.),
took a corporate plunge into network tv with
a $2 million CBS-TV Conquest project to
last two years. Pet Milk Co. co-sponsored
Red Skelton's CBS-TV program, participated
on that network's Edge of Night serial and
was an advertiser on NBC Radio's Grand
Ole Opry. Purina dog chow co-sponsored,
with Miles Labs, ABC-TV's Broken Arrow,
and Procter & Gamble's Duncan Hines
Foods began testing tv late in the year on a
limited spot basis. Anheuser-Busch's Busch-
Bavarian beer again sponsored regional si-
mulcasts of St. Louis Cardinals home games.
NORMAN, CRAIG & KUMMEL: Combined
tv-radio billing $10.3 million; $8 million in
television ($6 million in network, $2 million
in spot); $2.3 million in radio (all in spot);
tv-radio share of overall billing: 30%.
NC&K increased its billing $0.7 million
over last year's tally. The agency acquired
the Pabst Blue Ribbon account and suffered
no losses in its client list. Action in 1957
included placement of Ronson Products in
NBC-TV news shows; purchase of Price
Is Right on NBC-TV for Spiedel; sponsor-
ship of Restless Gun on NBC-TV for
Warner-Lambert, and Maverick on ABC-TV
for Willis Trucks. Warner-Lambert is rep-
resented also on Tic Tac Dough on NBC-
TV.
DOHERTY, CLIFFORD, STEERS & SHEN-
FIELD: Combined tv-radio billing $10 mil-
lion; $9.1 million in television ($7.5 million
in network, $1.6 million in spot); $0.9 mil-
lion in radio (all in spot); tv-radio share of
overall billing: 50%.
A gain of $3.3 million in billing this
year can be explained largely by increased
use of network tv by Bristol-Myers, which
shared sponsorship on a host of programs,
including Mickey Mouse Club and Tomb-
stone Territory on ABC-TV, NCAA Foot-
ball Game of the Week on NBC-TV and
Playhouse 90 and Alfred Hitchcock Presents
on CBS-TV. Bristol-Myers also was a fre-
quent user of participations in NBC-TV's
Tonight. Pharmaco Inc. utilized daytime
network tv with sponsorship of It Could
Be You and Comedy Time on NBC-TV.
Spot tv-radio clients were McCormick &
Co. (spices), Fulham Bros, (frozen foods)
and Borden Co.
KUDNER AGENCY: Combined tv-radio
billing $10 million; $7 million in television
($6.5 million in network, $0.5 million in
spot); $3 million in radio ($0.3 million in
network, $2.7 million in spot); tv-radio share
of overall billing, 35%.
Continued drop in tv-radio billing for
Kudner in 1957, following a dip in 1956
from 1955, was attributed mainly to the
loss of the Texaco account at the beginning
of the year to Cunningham & Walsh and a
reduction in activity for several General
Motors accounts. Radio-conscious Texaco
had been a sponsor of ABC (now ABN)
Metropolitan Opera broadcasts, regional
sports shows and news programs, but in
1957 Kudner's only billing in radio came
from limited spot campaigns for several
General Motors Products. Kudner's broad-
cast business was, overwhelmingly in net-
work tv during the year, coming from the
Frigidaire and Buick alternate week spon-
sorship of the Patrice Munsel Show on ABC-
TV, Buick's alternate week sponsorship of
Wells Fargo on NBC-TV and General Mo-
tors' special two-hour program on NBC-TV
Nov. 17.
BRYAN HOUSTON: Combined tv-radio
billing $9 million; $8.3 million in television
($6.3 million in network, $2 million in spot);
$0.7 million in radio (all spot); tv-radio share
of overall billing: 48%.
Bryan Houston was off nearly $2 million
in tv-radio billing this year compared to
last, the decrease showing up in both tv
and radio. Among its network sponsors:
Nestle in Beat The Clock and Gale Storm
Show on CBS-TV, Colgate-Palmolive in
The Big Payoff on CBS-TV.
EDWARD H, WEISS CO.: Combined tv-ra-
dio billing $8.3 million; $8 million in televi-
sion ($7.2 million in network, $0.8 million
in spot); $0.3 million in radio (all spot); tv-
radio share of total billing: 45%.
Making its debut among the top 50,
Weiss in 1957 experienced some shuffling in
the Helene Curtis account structure, lost
Lentheric (which it gained last year from
Grant) to Gordon Best, but gained Stopette
from Earle Ludgin & Co. Curtis enlarged
its network buys, adding to CBS-TV's What's
My Line? the Gale Storm Show and alter-
nate sponsorship of Dick and the Duchess
(with Mogen David and Key wines). Key
wine also participated in CBS-TV's Beat the
Clock. Purex Ltd. (including the newly-
bought-out Manhattan or Sweetheart Soap
Co.) picked up part of CBS-TV's Perry
Mason series with Libby-Owens Ford. Spot
users included Corina Cigars, College Inn
foods, Curtis' Enden shampoo, Perk dog
food and the H. W. Gossard Co. (founda-
tions) which went into spot this month after
dropping out of NBC-TV's Queen for a Day.
Weiss lost the $1.3 million Sealy Mattress
account. Weiss added Carling Brewing Co.
from the former Erwin, Wasey, Chicago,
and has placed Carling in sports shows.
FULLER & SMITH & ROSS: Combined tv-
radio billing $8.2 million; $7 million in tele-
vision ($6.5 million in network, $0.5 million
in spot); $1.2 million in radio ($1 million in
network, $0.2 million in spot); tv radio share
of overall billing: 24%.
F&S&R billing in tv and radio totaled
$8.2 million for 1957. The agency placed
Libby-Owens-Ford Glass Co. in network
television — Perry Mason on CBS-TV and
football games on NBC-TV — for the first
time this year. Alcoa sponsored Alcoa The-
atre on NBC-TV. New accounts gained
during the year: Pan American and Sterling
Silver, both spot advertisers.
EMIL MOGUL CO.: Combined tv-radio bill-
ing $8 million; $5.9 million in television
($3.2 million in network, $2.7 million in
spot); $2.1 million in radio (all spot); tv-
radio share of overall billing: 75%.
Mogul made no drastic strides forward
in billing increase, but continued to fatten
on accounts already in the shop. Although
the biggest setback was the mid-summer
loss of Monarch Wine Co. (Manischewitz)
to Lawrence C. Gumbinner, it continued
to prosper on Revlon. With approximately
$3 million worth of Revlon, Mogul intro-
duced Top Brass (men's line) on the West
Coast and gained Aqua-marine as a new
Revlon product; it also shared on commer-
cial commissions on both CBS-TV "Ques-
THE new emanation point for ARB's reports is this Beltsville, Md., research center
and headquarters. The two-story building represents, according to the American
Research Bureau, the country's first building planned expressly for television research.
Statistical work for ARB reports in some 140 markets now is coordinated here, fol-
lowing last week's move from ARB's Washington and College Park, Md., locations,
announced by James Seiler, director. The organization also maintains offices in New
York, Chicago and Los Angeles.
Page 42 • November 25, 1957
Broadcasting
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For reservations or information, call United or your authorized travel agent.
Broadcasting
November 25, 1957 • Page 43
ADVERTISERS & AGENCIES continued
tion" quiz programs but lost out on Rev-
Ion's proposed ABC-TV Guy Mitchell Show
on which it was to have been the agency
of record. Mogul was assured several new
Revlon products, some still being tested.
Mogul gained some new broadcast accounts,
Dr. Pierce's Proprietaries, Barracini candies
and Bakers Franchise (Lite Diet Bread).
Ronzoni went in for syndicated tv film
properties, Rayco enlarged its spot buys
and Knomark Mfg. Co. (Esquire) returned
to NBC-TV on the Perry Como Show. Park
& Tilford bought into the network's Queen
for a Day. P&T expanded into toiletries but
assigned the new products to Grant Adv.
because of possible product conflict with
Revlon at Mogul.
DONAHUE & COE: Combined tv-radio bill-
ing $7.7 million; $5.9 million in television
(all spot); $1.8 million in radio (all spot); tv-
radio share of overall billing: 25 % .
Making its debut among the top 50
agencies for first time with a total tv-radio
billing of $7.7 million, Donahue & Co.
gained several new accounts during the year.
Among them: $2 million worth of B. T.
Babbitt Co. billing (Bab-O, Acme, Am-O,
Cameo copper cleaner) from Dancer-Fitz-
gerald-Sample and Cohen & Aleshire, Pear-
son Pharmacal Co.'s Eye-Gene from Al
Paul Lefton Co. and Chemway Corp.'s Lady
Esther face creams and powders from
D-F-S, Chicago. (D&C already serviced
Chemway's Dunbar Labs and Pearson's
Ennds and Sakrin when the new products
were assigned.) No D&C advertiser spent
money in network, but spot activity was
considerable; it included Corn Products
Refining Co.'s Bosco, which hit the west-
ern trail in 57 markets with CBS Tv
Film Sales' Annie Oakley; CPRC's Kasco
dog food, spot announcements; E. F. Drew
& Co.'s Tri-Nut margarine, tv spot; Loew's
Inc. and Columbia Pictures Corp., radio-tv
spot; Scholl Mfg. Co., radio spot, and
Scripto Inc., tv spot.
MACMANUS, JOHN & ADAMS: Combined
tv-radio billing $7.7 million; $5.6 million
in television ($3.8 million in network, $1.8
million in spot); $2.1 million in radio ($0.7
million in network, $1.4 million in spot);
tv-radio share of overall billing: 19% .
Counting a $0.7 million gain over 1956
tv-radio billing, MI&A this year placed
more radio business, primarily for Pontiac;
Dow Chemical Co. (Saran Wrap), and the
"New York accounts," such as S. B. Thomas
bread, Medaglia d'Oro coffee, Good Humor
Corp. and White Rock Corp. MJ&A in-
herited from Kudner Agency $5.5 million
worth of General Motors institutional tv
billing for Wide Wide World (NBC-TV).
Other network advertisers: Minnesota Min-
ing & Mfg. Co. (new Scotchard stain re-
pellent), using eight NBC-TV daytime shows
next month for Christmas promotion; Pon-
tiac Motors Div. of GM re-entered network
tv with "specials" such as this week's
"Annie Get Your Gun" and radio sports
coverage; Noxzema in Perry Como Show
as well as NBC Radio's Red Foley Show;
Dow Chemical Co., in CBS-TV's Garry
Moore Show, and Cadillac Motor Car Div.,
GM, which stepped up its radio network
BIG NIGHT
The Television Bureau of Advertis-
ing last week announced that a TvB-
Nielsen cumulative report covering the
evening of Oct. 13 (Sunday) showed
that between "6:30-10:30 p.m. on that
date, 85% of all tv homes in the
U. S. had their tv sets on. The report
stated that these 34.8 million homes
spent more than two hours and 47
minutes watching tv during the four-
hour period. TvB sent a message to
sponsors, advertising agencies and net-
works involved in the programming,
hailing "one of television's greatest
entertainment nights."
schedule. Big spot buyers: Good Humor,
S. S. Kresge, Squirt Bottling Co., Minnesota
Mining, White Rock and Pontiac.
KEYES, MADDEN & JONES: Combined
tv-radio billing $7.4 million; $6.6 million
in television ($4.5 million in network tv,
$2.1 million in spot); $0.8 million in radio
(all spot); tv-radio share of overall billing:
49%.
Known until early fall as Russel M. Seeds
Co., KM&J was formed by International
Latex and former NBC executive Ed Mad-
den, Grant Adv.'s Howard Jones and Seeds
President Freeman Keyes. The Seeds ac-
count structure was retained intact, except
for the loss earlier in the year of the
Lanolin Plus account to Kastor, Farrell,
Chesley & Clifford. It gained several small
broadcast accounts from Joseph Katz Co.,
New York-Baltimore, along with that
agency's Vice President-General Manager
David Hale Halpern. W. A. Sheaffer Pen
Co. this fall signed for the Lucy re-runs on
CBS-TV, and Brown & Wiliamson Tobacco
Co., in addition to spot, bought participa-
tions for Raleigh cigarettes on NBC-TV's
// Could Be You and Queen for a Day.
Spot buyers included Pinex Co. and Tastee-
Freez Corp. of America.
GORDON BEST: Combined tv-radio billing
$7.3 million; $6 million in tv ($3.5 million
in network, $2.5 million in spot); $1.3 mil-
lion in radio ($0.8 million in network, $0.5
million in spot); tv-radio share of overall
billing: 60%.
This is the first year Gordon Best has
appeared among the top 50 agencies. New
accounts include Comstock Foods, Lentheric
Lines, Curtis Pharmacal and Mystic Foam
and Mystic Clean. The agency's network
shows include Dick and the Duchess on
NBC-TV for Helene Curtis and special
events for Maybelline on both NBC-TV
and CBS-TV.
GUILD, BASCOM & BONFIGLI: Combined
tv-radio billing $6.9 million; $5.3 million
in television ($3.8 million in network, $1.5
million in spot), $1.6 million in radio ($0.4
million in network, $1.2 million in spot);
tv-radio share of overall billing: 70%.
GB&B pushed into recognition with an
imposing roster of acquisitions. New prod-
ucts include: Breast O' Chicken tuna, Best
Foods' Nucoa, Heidelberg beer, Mary Ellen's
jams and jelly and Max Factor cosmetics.
The agency gave up one regional account,
Regal Pale beer. The firm places You Asked
for It for Best Foods and Bold Journey for
Skippy peanut butter, both on ABC-TV.
In addition GB&B has placed spot cam-
paigns for Nucoa and Breast O' Chicken
tuna, among others.
COHEN & ALESHIRE: Combined tv-radio
billing $6.6 million; $5.1 million in tele-
vision ($0.5 million in network, $4.6 mil-
lion in spot); $1.5 million in radio ($0.5
million in network, $1 million in spot); tv-
radio share of overall billing: 80% .
During the year, C&A lost Babbitt Co.
and Doeskin Products accounts but picked
up Dormin Inc. and Edro Products, among
others, while handling a new Grove Labs
product — 4-Way liquid. The agency during
the year changed its name from Harry B.
Cohen Adv. to Cohen & Aleshire Inc. and
also gained $1.1 million over last year.
Grove Labs is the primary network sponsor
at C&A, although it also is heavy in spot.
Among shows: CBS Radio's "Impact" pack-
age and NBC Radio's Monitor, in tv, Pan-
orama Pacific on CBS-TV and Today on
NBC-TV.
DOYLE DANE BERNBACH: Combined tv-
radio billing $6.5 million; $6.1 million in
television ($3.9 million in network, $2.2
million in spot); $0.4 million in radio (all
spot); tv-radio share of overall billing: 32%.
DDB enters the ranks of top broadcast
agencies for the first time this year with
several network placements. Chemstrand
Corp. made its first network buys with
NBC-TV's Sally and segments of that net-
work's Steve Allen Show; Polaroid Land
cameras continued participations in NBC-
TV's Tonight and Max Factor of Holly-
wood dropped co-sponsorship of NBC-TV's
Panic and continued on Polly Bergen and
Dean Martin programs.
E. & I. Gallo Winery, heretofore spot tv
only, entered tv film syndication sponsorship
nationally. Dreyfus & Co. made its tv debut
as an investment banking house. This past
summer DDB picked up the Glim portion
of the B. T. Babbitt account, began heavy
radio spot and presently plans tv spot.
DDB also picked up American Export
Lines from Cunningham & Walsh, retaining
it on local radio and entering AEL in local
tv via WBAL-TV Baltimore and WTTG
(TV) Washington. McCall Corp. began
using more spot radio. Among other spot
radio users: A. Goodman & Sons, Barton's,
Henry S. Levy Sons and Fairmont Foods;
tv spot: Venus Pen & Pencil and Gallo.
OGILVY, BENSON & MATHER: Combined
tv-radio billing $6.4 million; $4 million in
television ($2.1 million in spot, $1.9 million
in network); $2.4 million in radio (all spot);
tv-radio share of overall billing: 38%.
OB&M experienced a "growth year" in
1956 as more of its advertisers expanded
broadcast use and as Philip Morris' new
menthol Spud cigarettes and Lever Bros.
Co.'s Dove soap made their debuts. Net-
work-wise, ODM shared billboard space
and commissions for Lever on CBS-TV's
Art Linkletter's House Party (Good Luck
Page 44 • November 25, 1957
Broadcasting
IN INLAND CALIFORNIA (and western nevaoa)
"BEELINE-o'o
daXloeAS tuote -fox, -il*e ftiOReif
J
This group of mountain-ringed radio
stations, purchased as a unit, delivers
more radio homes than any combi-
nation of competitive stations ... at
by jar the lowest cost per thousand.
(Nielsen & SR&D)
They serve this amazingly rich in-
land market which contains 4 of the
top 5 counties in farm income in Cali-
fornia, the nation's leading farm state
— and has an effective buying income
of almost $4.3 billion dollars. (Sales
Management's 1957 Copyrighted
Survey)
/UcCfatcluf
Sacramento, California
Paul H. Raymer Co.,
National Representative
'O RENO
KFBK ° SACRAMENTO
N \
KBEE ° MODESTO
I \
KMJ © FRESNO >
) \
KERN ° BAKERSFIELD
Broadcasting
November 25, 1957 • Page 45
the symbol of
"The Best Show
of the Season"
Marie Torre, N. Y. Herald Tribune
Over 50,000,000 Americans saw the General Motors 50th Anniversary Show on NBC Television on
Sunday night, November 17. It averaged a 54.1 share of audience-more viewers than watched all other
networks and local stations combined.
Jack Gould, The New York Times, wrote: ". . . rewardingly experimental in approach . . . artistic
television of a high order . . . enormous style and imagination . . . followed no usual or conventional
pattern ... It was a long forward step in creative musical work on television."
Paul Molloy, Chicago Sun-Times, called it "... a spectacular blend of entertainment and thought
. . . clacking off sparks of emotion like the belly of a braking train."
Jack O'Brian, N. Y. Journal-American, wrote: "There could hardly be a bigger show this season."
Helm, Daily Variety, wrote: "It had that golden glow from stem to stern . . . RCA color had the
magnificence of a rainbow."
Herschell Hart, Detroit News, said: "It was worthy of the sponsor's half-century celebration."
John Crosby, N. Y. Herald Tribune, stated: "I know of no other medium except television . . .
that would have done anything as unusual as the General Motors Show."
The General Motors 50th Anniversary Show was an NBC Television production, written by Helen
Deutsch and produced by Jess Oppenheimer. It takes its place with other great shows already seen
on NBC this season-for example, Green Pastures, On Borrowed Time and Pinocchio. It is also a
measure of others yet to come-Van Johnson in The Pied Piper of Hamelin; Mary Martin in
Annie Get Your Gun, co-starring John Raitt; Maurice Evans in Twelfth Night; and the Shirley
Temple Story Book series.
For the exciting and original, look to . . .
TELEVISION
ADVERTISERS & AGENCIES continued
Margarine), Sir Lancelot, Private Secretary
re-runs and that program's fall substitution,
The Eve Arden Show.
For Armstrong Cork Co.'s ceilings,
OB&M sat in every third week on CBS-
TV's Armstrong Circle Theatre. It resigned
spot user Diamond Crystal salt this summer,
but expanded radio spot lineups (regionally)
for Pepperid^e Farm bread and Tetley tea.
Nationally, Thorn McAn shoes went after
teenagers with d.j. shows and Schweppes
USA Ltd. enlarged both tv-radio spot cam-
paigns in major markets.
WARWICK & LEGLER: combined tv-radio
billing $6.2 million; $3.7 million in television
($3 million in network, $0.7 million in spot);
$2.5 million in radio ($2.3 million in net-
work, $0.2 million in spot); tv-radio share of
overall billing: 40%.
W&L closed out the year with more or
less the same billing as in 1956, its gains for
1957 registering on par with its calendar-
year losses. While it gained in excess of $5
million worth of Revlon business this fall
from BBDO, only a very small part of the
billing will show up this year; it lost $5 mil-
lion worth of Schick Inc. business in mid-
year, but only about half of Schick billing
was registered up to the time this account
left for Benton & Bowles. With Revlon, it
now is agency of record on both CBS-TV
"$64,000" quizzes and partakes in C. J. La
Roche's Walter Winchell File (ABC-TV). It
lost $200,000 worth of George W. Luft Co.
(Tangee lipstick) business to Calkins &
Holden but gained an additional $1 million
Seagram business (non-broadcast). Ex-Lax
expanded its use of radio and Jacob Rup-
pert Brewery — perhaps for the last time —
sponsored simulcasts of the New York base-
ball home games of the Giants.
D. P. BROTHER: Combined tv-radio billing
$6.2 million; $6 million in television ($5.5
million in network, $0.5 million in spot);
$0.2 million in radio (all spot); tv-radio
share of overall billing: 21%.
D. P. Brother shows up in the top 50
agencies for the first time this year with a
combined tv-radio billing of $6.2 million.
Network activity for its clients included:
A. C. Sparkplug's Wide Wide World on
NBC-TV and Oldsmobile's NBC-TV Color
Carnival, two political conventions on NBC-
TV and Sugarbowl football coverage on
ABC-TV.
EARLE LUDGIN: Combined tv-radio billing
$6 million; $5 million in television ($3 mil-
lion in network, $2 million in spot); $1 mil-
lion in radio (all spot); tv-radio share of
overall billing: 46%.
Earle Ludgin dropped $1 million in com-
bined tv-radio billing under last year's fig-
ure. The agency lost Helene Curtis to
Gordon Best, Edward H. Weiss and Mc-
Cann-Erickson and gained Tidy House
products from McCann-Erickson. Ludgin
had portions of- Dick and the Duchess and
What's My Line? for Helene Curtis, both
on CBS-TV, for a portion of the year.
GEYER ADV.: Combined tv-radio billing
$5.5 million; $4 million in television ($3 mil-
lion in network, $1 million in spot); $1.5
million in radio ($0.5 million in network, $1
million in spot); tv-radio share of overall
billing: 30%.
Geyer dropped $2.5 million under its pre-
vious year's total. With the cancellation of
ABC-TV's Disneyland this summer, Ameri-
can Motors Corp. began pouring more allo-
cations into network radio but did not com-
pensate for its previous tv expenditures.
American Home Products Corp. (Boyle-
Midway and American Home Foods Divs.)
picked up some network showcasing with
CBS-TV's Have Gun, Will Travel, NBC-
TV's Tic Tac Dough and some daytime
serials. It resigned Paul Masson vineyards
(an occasional broadcast user) and gained
Doyle Packing Co. (New Jersey) which
it promptly placed in spot throughout the
East.
FITZGERALD ADV.: Combined tv-radio bill-
ing $5.3 million; $4.8 million in television
($2.8 million in network, $2 million in spot);
BALTIMORE 6% TAX
TO FACE COURT TEST
• Media bill: $2.6 million
• Taxes effective Jan. 1, 1958
Baltimore's brand new advertising taxes —
though pared from 9Vi % to 6% in a last-
minute strategy that insured city council
approval — will still put a $2,653,000 mon-
key on the back of local media. That's the
estimated annual return from the twin levies
as contained in the city budget approved
last Thursday.
The modified tax proposals were passed
14-6 (on the 4% sales tax of gross adver-
tising receipts) and 14-5 (on the 2% levy
on gross of all local advertising media) and
were promptly signed Nov. 15 by Mayor
Thomas D'Alesandro [At Deadline, Nov.
18].
But, as promised all along by the many
opponents of the measures, the legality of
the "discriminatory" taxes is slated for a
court test. Within hours of the enactment,
the A. S. Abell Co., publisher of the Balti-
more Sunpapers (WMAR-TV), declared
it would contest "the validity of the ordi-
nances in the courts to the fullest extent."
The exact nature of the legal counter-
attack, which would include a plea for in-
junctive relief, was being worked out late
Friday by attorneys of various medical com-
panies involved (see At Deadline).
William F. Schmick Sr., president of A.
S. Abell Co., said: "We are convinced that
the advertising tax ordinances are discrimi-
natory and are a direct violation of the
freedom of press guaranteed by the United
States Constitution."
The 4% sales tax is detailed in Ordinance
1693 which becomes a part of the Baltimore
City Code and, insofar as radio-tv is con-
cerned, specifies that the levy be made upon
the gross sale price of:
"Each and every sale of time on or in
$0.5 million in radio (all spoj); tv-radio
share of overall billing: 35%.
Fitzgerald Adv. appears among the first
50 agencies for the first time with a com-
bined $5.3 million in television and radio.
The agency had Wesson Oil on Caesar's
Hour on NBC-TV for the first part of the
year. Fitzgerald also placed the following
accounts in tv and radio spots: Jackson
Brewing Co., Snowdrift Div. of Wesson Oil,
Louisiana State Rice, Blue Plate Foods,
Louisiana Coca-Cola, Pioneer Flour Mills
and Austex.
RAYMOND SPECTOR: Broadcast billing $5
million, all in television ($4.7 million in
network, $0.3 million in spot); tv share of
overall billing: 95%.
Spector, agency for Hazel Bishop, this
year dropped $0.6 million under its 1956
billing. The cosmetic firm was represented
over the year on M Squad, Jane Wyman
Show and Ted Mack Amateur Hour, all on
NBC-TV. END
connection with any intrastate radio or tele-
vision broadcast originating from the City
of Baltimore and directed to persons in the
State of Maryland, which time is used for
or in connection with advertising and adver-
tising purposes."
Exempted are non-profit religious, scien-
tific, educational and like organizations.
The tax, effective Jan. 1, 1958, is payable
by "every vendor" on the 25th of the month
next succeeding the month in which the
taxable space or time is sold.
The companion Ordinance 1694 also be-
comes part of the city code and states the
application of the 2% levy on advertising
media, including radio-tv, in almost identical
language. Those subject to this tax must
file quarterly on or before the 15th of April,
July, October and January.
An additional bookkeeping headache
looms under both ordinances which spell
out that "complete and accurate records"
with invoices, billing data and other docu-
ments "as are necessary to determine the
amount of the tax" are to be maintained.
The Advertising Federation of America
blasted the new Baltimore taxes. AFA Chair-
man Robert M. Feemster, declared:
"Anything that tends to discourage adver-
tising can kill all kinds of jobs in all kinds
of fields. It can deprive the public of the
benefits derived from mass production — the
basis of our nation's prosperous economy.
The fact that we have the highest standard
of living in the world didn't just happen ac-
cidentally. It is the result of mass buying
caused through advertising. Advertising is
by far the greatest force in mass selling,
which alone permits mass production and
full employment."
Apparently undaunted by the fact that he
had motormanned through a tax that hit all
Baltimore media and antagonized others
outside the city, Mayor D'Alesandro Nov.
15 put himself squarely on the record as
seeking the Democratic nomination for gov-
ernor next year with the flat statement: "I
am going to run."
Page 48 • November 25, 1957
Broadcasting
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There's 9 billion dollars of buying power concen-
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ADVERTISERS S AGENCIES continued
RADIO-TV GET BIG AAAA PLAY
• Two-day conference points up media's forcefulness
• Hypothetical campaign leans heavily on broadcasting
Radio and television commercials got a
big play at the American Assn. of Advertis-
ing Agencies' annual eastern regional con-
ference in New York last week.
They got a heavy share of the "alloca-
tions" in a "campaign" for a hypothetical
cigarette, and techniques in their production
were the subject of an afternoon-long work-
shop session.
The forcefulness of radio and television
as sales tools also was pointed up in other
sessions of the two-day conference, held last
Tuesday and Wednesday with an estimated
total attendance of 2,500.
. Three agency executives, asked to plan
media strategy for a hypothetical cigarette,
came up with campaign plans that relied
strongly on the broadcast media.
Newman F. McEvoy, senior vice presi-
dent and media director of Cunningham &
Walsh, gave tv and radio a little more than
half of the load to bear in a 17-week intro-
ductory period and slightly less than that for
the rest of the campaign. Robert H. Boul-
ware, associate media director of Bryan
Houston Inc., put primary emphasis on ra-
dio and television — especially tv — as did G.
Maxwell Ule, senior vice president of Ken-
yon & Eckhardt.
Out of a $7 million "budget," Mr. Mc-
Evoy allocated $595,268 to spot television,
$437,000 to spot radio, $672,270 to out-
MR. ULE
MR. BOULWARE
PLANS BOARD FOR CIGARETTE 'x'
door and $329,373 to newspapers for the
introductory period and $762,265 to net-
work radio, $595,268 again to spot tv and
$1,829,079 to magazines for the rest of the
year, leaving $1,779,035 to take care of
rate increases, production, etc.
Mr. Boulware allocated $4,331,353 for
spot television, $525,018 for network radio,
$125,000 for commercials production and
$2,064,236 for Sunday newspaper supple-
ments. Mr. Ule depended heavily on both
radio and television, making network tv the
major medium (44%).
Television tape recording as a medium
for commercials was pointed up by Ross
H. Snyder, manager of the special products
division of Ampex Corp. which is slated to
begin delivery of commercial models of its
videotape recorders this month. He said
Page 50 • November 25, 1957
the tapes will be "interchangeable" — that
is, those recorded on one machine may be
played on another — and can be spliced or
edited. In addition, he noted, color conver-
sion kits "positively will be made available."
Mr. Snyder said that "more than one pur-
chaser of the equipment is planning to pro-
duce commercial material on an independent
basis, away from the facilities of the broad-
casting stations which will use it, well in
advance of release, and to make copies
available for release at selected times on
stations or networks which have videotape
recorders for their reproduction."
He estimated the cost of videotape opera-
tion at $6.90 an hour for recording or re-
play.
A tv critic's opinion of commercials —
not good — was developed in an interview
by Mike Wallace, of ABC-TV's Mike Wal-
lace Interviews, with Marie Torre, tv-radio
columnist of the New York Herald Tribune.
Miss Torre said she didn't review commer-
cials because most of them, in her opinion,
"don't warrant criticism."
The audience of 250-300 agency execu-
tives split approximately half and half when
Mr. Wallace polled them on whether tv-
radio critics should carry "perhaps a little
box" criticizing commercials.
Radio commercials — and especially the
quality of those being turned
out by agencies throughout
the U. S. — were appraised by
Kevin B. Sweeney, president
of the Radio Advertising
Bureau.
"Without any question,"
he said, "advertising agencies
in Milwaukee, Los Angeles,
Washington and several oth-
er cities are now producing
some of the very best jingles
done in this country. And
what is even more important,
stations in cities of 10,000,
50,000 or even 30,000 are
producing with the aid of jin-
gle specialists and their own local creative
talent radio sales messages that have a pro-
fessional sheen very near that of com-
mercials produced by the great commission
houses in this neighborhood."
Mr. Sweeney said commercials for ra-
dio, "the only non-visual advertising medi-
um," must have a different approach, and
he predicted that "ultimately the more spe-
cialized and sophisticated agencies will have
a sub-department that does nothing but write
or edit for the ear alone."
Use of the "seven lively arts" as a base
for the presentation of commercials was
urged by Howard J. Doyle, tv-radio copy
chief of Cunningham & Walsh.
"It's easy to restrict ourselves to the use
of animation — the art of drawing — or live
action — the art of drama. But let's remem-
ber that as creative people, the job of im-
MR. McEVOY
proving the standards and widening the
landscapes of commercial television falls
directly to us."
To show how the arts may be employed
effectively, Mr. Doyle cited a Stopette com-
mercial using the dance to "sell"; Aluminum
Co. of America's commercial employing
architecture; Eveready Flashlight's use of
poetry; Schweppes quinine water's use of
drama; Folger coffee's use of sculpture;
Schaefer beer's use of music, and Chase
Manhattan Bank's and General Motor's
use of art.
In the account management workshop,
meanwhile, James N. Harvey, McCann-
Erickson tv creative group head, asserted
that "there is no excuse for an advertising
man to plead ignorance of television tech-
nique." Too often, he said, "management
fails to assign responsibility for the total job
of building a commercial to a qualified cre-
ative man."
He said "the need for this man" should
be impressed upon agency management.
Then, "once you get him, work with him
closely. Give him the full story — a detailed
outline of your commercial objectives. Be
sure to tell him what you want to achieve,
not how to achieve it. Third, give him his
head. Be sure he has the authority and re-
sponsibility needed. Of course he'll check
with you each step of the way. But let him
do the job."
AFTRA Meets With Ad Agencies
To Discuss Strike at WCKY
American Federation of Television &
Radio Artists held a closed-session meet-
ing last Wednesday with executives of
about a dozen New York advertising agen-
cies for a discussion of the AFTRA strike
at WCKY Cincinnati [Personnel Rela-
tions, Nov. 18].
Donald Conaway, executive director of
AFTRA, later said the meeting was "very
pleasant" but declined to give details. It is
known that for the past month AFTRA has
sent memoranda to agencies on the strike
and has suggested that commercials for their
clients be taken off the air. It is reported
that Mr. Conaway invited agency repre-
sentatives to the meeting so that he might
make a similar presentation of a more per-
suasive nature to the agency executives per-
sonally.
Seven announcers, members of AFTRA,
have been on strike at WCKY since Aug. 28.
The dispute originated largely over a de-
mand by the announcers for an increase in
wages.
R. J. Reynolds Reshuffles
An executive shuffle at R. J. Reynolds
Tobacco Co., Winston-Salem, N. C, de-
scribed by a spokesman as a move to
"strengthen" the company's organization,
was announced last week. In the changes,
E. A. Darr, 67, president of Reynolds since
1952, was elected to a new post of vice
chairman; Bowman Gray, 50, executive vice
president since 1955, was elected to succeed
Mr. Darr and H. H. Ramm, general counsel
since 1955, was elevated to a vice presidency.
Mr. Darr reportedly will continue to be
active in company affairs.
Broadcasting
Launching a bubbling new package
of 58 great feature films for '58..,
NTA's
Champagne
Package"
SPARKLING RATING:
...from NT A'
Winner of 2 Academy Awards
and 5 nominations
HIGH NOON
Gary Cooper, Grace Kelly
Jl^ Winner of 2 Academy Awards
and 5 nominations
THE THIRD MAN
Joseph Cotten, Orson Welles
Winner of 3 Academy Award
nominations
m
TO THE SHORES OF TRIPOLI
John Payne, Randolph Scott
Winner of Academy Award nomination
and * * * Vi * — New York Daily News
X
CLAUDIA AND DAVID
Robert Young, Dorothy McGuire
★ ★ ★ y2 ★ _ New York Daily News
THE SHOCKING MISS PILGRIM
Betty Grable, Dick Haymes
*★*'/** — New York Daily News
AND SALES WILL POUR IN
Impressive New "Champagne Package
/#
THE BELLS OF ST. MARY'S
Ingrid Bergman, Bing Crosby
Winner of 7 Academy Award
and 7 nominations
SPELLBOUND
Cary Grant, Ingrid Bergman
Winner of 7 Academy Award and
5 nominations
THE EVE OF ST. MARK
Vincent Price, Anne Baxter
~k -k -k y2 k — New York Daily News
MY FRIEND FLICKA
Roddy McDowell, Rita Johnson
★ ★ ★ y2 ★ — New York Daily News
20th Century-
i -;c\c Stanley *ra
David v. J
A MAGNIFICENT MAGNUM
of profits for you in NTA's
sterling new "Champagne Package
POP will go very large rewards for you from NTA's rare new
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A glorious case of 58 feature films that are sure to produce
lively ratings and effervescent sales when they're shown
on your TV station.
How can you miss — with these magnificent feature films
from the prize vineyards of 20th Century-Fox, David
O. Selznick, Stanley Kramer, and other fermenters
of choice entertainment?
So remove the cork from NTA's important new
"Champagne Package" now. It's such a good
year — 1958 — when you can fill it with
these 58 distinguished masterpieces. Wine-
steward, champagne for all, please!
N 1 T A
ADVERTISERS & AGENCIES
CONTINUED
MR. MUSNIK
French Ad Agency, Publicis,
Planning New York Office
European advertisers and U. S. markets
last week drew closer to one another as
Publicis, said to be France's largest adver-
tising agency, announced plans to open a
New York office as Publicis Corp.
The agency's founder and president,
Marcel Bleustein-Blanchet, arrived in New
York last week to lay the groundwork. He
explained Publicis Corp. does not wish to
compete with U. S. agencies "on their home
grounds," but rather, strive to introduce
special European clients to U. S. agencies
which will be best able to service their
products. It also will encourage U. S. agen-
cies lacking European offices to work
through Publicis and its European Common
Market affiliates.
Publicis Corp.'s president-to-be is Bernard
Musnik, most recently with Ziv Television
Programs Inc. Mr.
Musnik, a former
correspondent for
Radio-Cite, France's
prominent pre-war
commercial station,
has had 17 years
background in broad-
casting, working with
Crosley Broadcast-
ing's international
station, WLWO, and
later becoming vice
president in charge
of Crosley's eastern division.
U. S. advertisers presently using the serv-
ices of Publicis (France) include Colgate-
Palmolive Co., Singer sewing machines,
Shell Oil, Chemstand Corp., and Frigidaire,
a division of General Motors.
Beneficial Management Quits
Reach, McClinton for Lefton
Beneficial Management Corp., Morris-
town, N. J., a spot radio user, switches
its agency from Reach, McClinton & Co.,
New York, to Al Paul Lefton Co., New
York, effective Jan. 1.
The move of the account represents a
loss of $2-2.5 million billings for Reach,
McClinton, which will be billing $14 million
this year.
Beneficial is affiliated with Beneficial Fi-
nance Co., operating more than 1,000 finan-
ce and loan offices in the U. S. and other
countries. According to Charles Dallas
Reach, the agency's chairman, Reach, Mc-
Clinton was "fired," while Beneficial noted
that it felt it wanted to change agencies (the
firm was associated with the agency for the
past 1 1 years). Only a week before, Harold
H. Black, senior vice president, a member of
Reach, McClinton's board and executive
committee as well as supervisor on the
Beneficial account for 10 years, had resigned
from the agency.
MBS Appoints Weiss & Geller
MBS has announced the appointment of
Weiss & Geller, N. Y., to handle its adver-
tising and "will embark upon an aggressive
advertising and promotion program on both
the trade and consumer levels."
NATIONAL REP.: WEED TELEVISION
Just a darn minute,
Smidley.
The old gang at the frat'll have to
wait till I see that Cascade order.
Drat it, Smid, can't you shake those
1925 buying habits? This Cascade's
important — one of the nation's top 75
markets. Think of it, exclusive
television coverage in a market of over
half a million with over a billion
to spend. We can't overlook that
and, by George, we won't!
CASCADE
BROADCASTINC COMPANY
PACIFIC NORTHWEST: MOORE & ASSOCIATES
an apple for the sponsor, too1.
Miss Sally's Romper Room, delight of the small fry set in
Washington, is the apple of the advertiser's eye, too . . .
because it produces rich fruits in the way of adult response,
by way of moppet demand. Romper
Room (11 a.m. to noon
weekdays) has room for a
few more apple-seeking
advertisers who
want results.
#
real lively daytime programming
wmal-tv I Q
maximum power on channel 7 WASHINGTON, D.C.
AN EVENING STAR STATION/ Represented by H-R Television, Inc.
Broadcasting
November 25, 1957 • Page 55
NETWORKS
ABC-TV GOAL: EVENING LEAD BY APRIL
Affiliates meet told emphasis is now on network's programming
ABC-TV's goal is nighttime tv audience
leadership by next April.
That objective was laid out before the
network's primary affiliates at an all-day
meeting in Chicago Wednesday, along with
a progress report on programming and other
areas since ABC-TV set its competitive
sights on CBS-TV and NBC-TV last year.
Station managers and promotion repre-
sentatives generally expressed satisfaction
with ABC-TV's future program plans, to
be effectuated immediately.
Where ABC-TV acknowledged a station
clearance problem as a major — if not the
No. 1 headache — in 1956, management
heads frankly emphasized programming
last week as the top subject on the network's
agenda, partly because of NBC-TV and
CBS-TV claims. The consensus of the top-
level contingent is that ABC-TV has made
good progress in the intervening year and
expects to improve its competitive position
still more at the dawn of an era that pres-
ages fewer "run-away" ratings for indi-
vidual program series. ABC-TV, particu-
larly, claims to have shown substantial im-
provement in markets where it competes
head-on with the other networks.
At the same time it's conceded that,
while the network has not resolved all its
station clearance problems, the issue is less
pressing than it has been in previous years.
Underlying the harmonious sessions was
the feeling — if not the actual confirmation
this past week — that ABC-TV's executive
reins momentarily will be more definitively
thrust into the hands of Oliver Treyz, ABC-
TV vice president in charge of televi-
sion, and James T. Aubrey Jr., vice
president in charge of programming and
talent. Speculation that Messrs. Treyz
and Aubrey would be elected president
and executive vice president, respectively,
of ABC-TV was a subject of constant
corridor talk Wednesday, though the Amer-
ican Broadcasting-Paramount Theatres Inc.
board took no formal action at its meeting
Monday. Indeed, some affiliates expected a
dramatic announcement during the Chicago
sessions.
The ABC-TV management team ad-
dressed more than 80 managers and also
promotion executives of the network's near-
ly 100 primary affiliate stations, plus man-
agers from a handful of secondary ABC-TV
affiliates (those with basic CBS-TV or
NBC-TV contracts), at an all-day meeting
in Chicago's Sheraton-Blackstone Hotel.
It seemed evident from the closed morn-
ing session that ABC-TV still regards pro-
gramming as its No. 1 problem, despite
ratings gains on NBC-TV and CBS-TV
since 1956, with one or two sore spots in
the network schedule.
Mr. Treyz sounded the keynote, re-
minding affiliates the network has com-
mitted over $60 million in programming
for the 1957-58 season. By April 1958, he
asserted, ABC-TV hopes to be "the leader
in nighttime audiences in the competitive
markets throughout the country where we
compete directly with the other two net-
works."
ABC-TV's biggest gains in audience
share, Mr. Treyz claimed, have been in
live competitive markets where it knocks
heads with CBS-TV and NBC-TV. Since
November last year, he asserted, ABC-TV's
share of homes reached in average evening
hours has achieved a 45% increase.
"This translates to two million more Amer-
ican homes now viewing ABC programs
than last year at this time," Mr. Treyz re-
ported.
Affiliates were apprised of this progress
of the past year, future programming plans
and, specifically, of proposed jockeying of
some present series around to better com-
pete with NBC-TV and CBS-TV.
It's understood some of the program
changes contemplated are these:
• The format of the Frank Sinatra show
is being overhauled in view of frankly dis-
appointing ratings, with the Sinatra series
going live Nov. 29 (Fri., 9-9:30 p.m. EST).
The plan is to televise one live program in
December and go entirely live after Jan. 1,
1958, by which time Mr. Sinatra hopes to
complete present motion picture commit-
ments.
CHAIRMAN of the ABC-TV Affiliates
Board Fred Houwink of WMAL-TV Wash-
ington (I), is filled in on the network pro-
gramming picture by Oliver Treyz, vice
president of ABC-TV.
The Patrice Munsel show, now slotted
before Sinatra (8:30-9 p.m. EST), would
be shifted to the post-Sinatra segment (9:30-
10 p.m. EST), concurrent with the drop-
ping of Date With the Angels.
• The across-the-board American Band-
stand, a popular teenage show, is due to
be moved into the slot (Sat., 8-9 p.m. EST)
opposite NBC-TV's Perry Como Show, re-
placing Country Music Jubilee and also
competing with equal half-hour segments
of CBS-TV's Perry Mason Show and Dick
and the Duchess (both reported to be under
consideration for cancellation after the
present 13 -week cycle).
• The filmed 30-minute maritime adven-
ture series, Harbourmaster, moves from
CBS-TV to ABC-TV Jan. 5, replacing
Bowling Stars (Sun., 8:30-9 p.m. EST) and
following Maverick. The film series will
appear under a new undisclosed title, it
was reported.
• Mike Wallace, controversial reporter
on Mike Wallace Interview, is slated to
emcee a new dramatic show along the lines
of the present Walter Winchell File. Plans
for perhaps a weekly series featuring Orson
Welles and a new daytime Disney property
also are on the drawing boards.
The apparent ratings success of the west-
ern Maverick series was cited by ABC-TV
management officials as an example of a
good program knocking off top competi-
tion— specifically CBS-TV's Ed Sullivan
Show and NBC-TV's Steve Allen Show,
along with the former's Jack Benny Show
on the basis of ratings the past fortnight.
Specifically, station managers of ABC-TV
affiliates were commended by Leonard H.
Goldenson, president of American Broad-
casting-Paramount Theatres Inc., for "ex-
cellent" promotion efforts on behalf of
Maverick.
Overall, Mr. Goldenson attributed much
of ABC-TV's success to excellent coopera-
tion by affiliates and asserted: "We have
a great team at ABC-TV and with their
enthusiasm and drive, together with the
support we can give them, they will make
ABC-TV the No. 1 network."
Mr. Goldenson also reviewed the net-
work's facilities expansion plans, particu-
larly its acquisition of properties on West
66th Street adjacent to its headquarters of-
fices in New York City. The network also
has completed construction of a theatre
within its New York tv center designed to
accommodate live audiences for network
shows [Networks, Nov. 11, Oct. 14].
ABC-TV's new specific goal, aside from
leadership in nighttime viewing in directly
competitive markets with NBC-TV and
CBS-TV, is to make it "the No. 1 network
in 85 out of 100 American television
homes," according to Mr. Treyz. He hoped
this objective can be achieved by next April
(or about the end of the second 13-week
cycle in the 1957-58 season).
This timetable, presumably, reflects Mr.
Page 56 • November 25, 1957
Broadcasting
NETWORKS CONTINUED
Treyz' well-known observation that despite
early-season ratings claims by NBC-TV
[Networks, Sept. 16], "the public is the
jury and the 1957-58 jury is still out."
"Our objective also is to distribute the
best programs to the most viewers at the
least cost to advertisers," Mr. Treyz em-
phasized. He told affiliates, alluding to the
April target date, that "with your help and
ABC's continued strong programming and
promotion, we can narrow the gap and
then eliminate it entirely by next April."
Included with Maverick and American
Bandstand in the ABC-TV program prog-
ress report, given by James T. Aubrey Jr.,
vice president in charge of programming
and talent, was the Walter Winchell File
(Wed., 9:30-10 p.m. EST), produced by
Desilu Productions. Affiliates also were as-
sured that Disneyland will be beefed up in
the coming months with fresh ideas from
the shop of Walt Disney.
Attending the ABC-TV affiliates meeting
were Desi Arnaz, Desilu Productions; Mr.
Winchell, and representatives (including
Walt Disney Productions) for such proper-
ties as Disneyland, Maverick and Tomb-
stone Territory and for ABC-TV and Amer-
ican Broadcasting Network (BBDO).
Station managers also were introduced to
Thomas W. Moore, new ABC-TV vice presi-
„ dent in charge of sales, who solicited their
support "by way of your suggestions, your
prospects and your criticisms." He added,
"I am the greatest beneficiary of today's
meeting — I have received a great educa-
tion." Affiliates were told lhat ABC-TV
saleswise hopes to catch up with NBC-TV
and at least close the gap with CBS-TV in
succeeding months.
Programming support in terms of adver-
tising, promotion, publicity and exploitation
was outlined in the afternoon session by
Dean Linger, advertising-promotion direc-
tor, Michael J. Foster, vice president in
charge of press information, and Sig Mesi-
bov, exploitation chief. The meeting was
opened by Al Eckman, ABC vice president
in charge of station relations.
The network contingent also included
Don Coyle, sales development and research
vice president, and Don Shaw, station clear-
ances director. ABC-TV executives from
the network's various o&o station cities also
were in attendance.
The special co-op advertising and promo-
tion program, designed to give stations aid
on a par with assistance being given affili-
ates of CBS-TV and NBC-TV, provided a
healthy stimulant to ABC-TV's affiliate
delegates. Stations would pay half the cost
(along conventional 50-50 co-op lines) and
receive basic newspaper mat and other
materials in a move to buttress the net-
work's Wednesday and Friday evening pro-
gram schedules, which overall includes
Disneyland, Tombstone Territory, Adven-
tures of Ozzie & Harriet, Walter Winchell
File, Wednesday Night Fights, Rin Tin Tin,
Jim Bowie, Patrice Munsel Show and the
Frank Sinatra Show.
The ABC-TV Stations Affiliates Assn.,
headed by Frederick Houwink, WMAL-TV
Washington, D. C, met Thursday. Other
board members of the affiliates board are
Harry Lebrun, WLWA (TV) Atlanta, Ga.;
Joseph Hladky, KCRG-TV Cedar Rapids,
Iowa; Joseph Drilling, KJEO-TV Fresno,
Calif., all officers, and Joseph Bernard,
KTVI (TV) St. Louis, Mo.; Donald Davis,
KMBC-TV Kansas City; Joseph Herold,
KBTV (TV) Denver, Colo.; J. W. Mc-
Gough, WTVN-TV Columbus, Ohio, and
Willard Walbridge, KTRK-TV Houston,
Tex.
Some station affiliates reported healthy
audience reaction to the network's Amer-
ican Bandstand (Mon.-Fri., 3-4:30 p.m.)
and others indicated they'd like to carry
the full 90 minutes, instead of only part
of it as at present.
The ABC-TV affiliates board, meeting
Thursday afternoon at the Ambassador East
Hotel, discussed several subjects, under Mr.
Houwink's chairmanship. It also set another
meeting for Miami Beach, Fla., sometime
next January — probably Jan. 8-9, to be fol-
lowed by an all-day meeting Jan. 10 with
the ABC management contingent.
AB-PT Sets 25 Cents Dividend
For Common, Preferred Stock
American Broadcasting-Paramount The-
atres announced last week that the board of
directors has declared dividends of $0.25
per share on the outstanding common stock
and $0.25 per share on the outstanding pre-
ferred stock of the corporation, payable
Dec. 20 to holders of record on Nov. 29,
1957, according to Leonard H. Goldenson,
AB-PT president. A year-end extra dividend
was not considered at this time last year,
Mr. Goldenson said. As reported in October,
nine-month earnings were $0.91 a share
compared with $1.31 a share in 1956. Pres-
ent projection for the fourth quarter is lower
than last year, he said. ABC-TV earnings
are ahead for the quarter but not enough
to offset the decline in theatre business as
a result of a lack of box office pictures in
the fourth quarter and the effect of the flu
epidemic on theatre attendance; and the cost
necessarily incurred during this quarter in
creating a new program structure for Ameri-
can Broadcasting Network, AB-PT reported.
CBS-TV Affiliates Assn. Sets
Jan. 13-14 Meeting in D. C.
The CBS Television Affiliates Assn. will
hold its fourth general conference Jan. 13-
14 in Washington D. C, at the Shoreham
Hotel with network executives reporting on
activities and future plans.
C. Howard Lane, KOIN-TV Portland,
Ore., and chairman of the association and
CBS-TV President Merle Jones will open
the meeting on the morning of Jan. 13.
Talks will follow by CBS-TV's William B.
Lodge, vice president of station relations
and engineering; Sig Mickelson, CBS Inc.
vice president of news and public affairs;
CBS-TV's John P. Cowden, operations di-
rector of advertising and sales promotion,
and Charles J. Oppenheim, director of in-
formation services. A banquet will be held
that evening in the hotel.
At sessions the next day, CBS-TV speak-
ers will include William H. Hylan, vice presi-
dent of sales administration and Hubbell
Robinson Jr., executive vice president in
charge of network programs. A closed ses-
sion in the morning will be conducted by
Mr. Lane, and Edmund C. Bunker, CBS-TV
vice president and director of station rela-
tions. A panel discussion will conclude the
program.
Adman Sues NBC Over Program
Barry Farnol, radio-tv director of Dubin,
Feldman & Kahn, Pittsburgh, Pa., advertis-
ing agency, and speech instructor at the U.
of Pittsburgh, is suing NBC for piracy of a
program idea. He has asked the U. S. Dis-
trict Court in Pittsburgh to enjoin NBC
from telecasting What's It For? (Sat., 10-
10:30 p.m. EST), and he seeks $2.5 million
in damages.
According to his lawyer, Mr. Farnol in
1952 originated an idea for a panel tv show
about new inventions and to be called
What's It For? He made presentations to
agencies and advertisers in New York and
Philadelphia without success, it was re-
ported.
MARLOW'S TRAGICALL
Producer Michael Marlow of CBS'
Capitol Cloakroom — like most public
affairs producers — sometimes has a hard
time getting a show off the ground. Last
Monday it was a matter of getting the
star guest back on the ground from a
fogbound airplane.
That, however, was only the climactic
problem in a day that played the pro-
ducer false from the start. He had sched-
uled Dr. Howard L. Bevis, chairman of
the President's committee on scientists
and engineers, for that night's show.
It didn't really set back the network
team when, at the last minute, Dr. Bevis
had to fly to Columbus, Ohio, for a
meeting. This would be a two-city, re-
corded origination. And it almost was,
HISTORY OF DR. BEVIS
except that recording, started at 4:30
p.m., had to stop at 4:37, when lines
went dead. By the time the hookup was
restored, Dr. Bevis had left Columbus
to fly back to Washington.
Mr. Marlow arranged to meet him at
the airport for a quick trip back to
CBS studios that evening. He also hedged
against fate by persuading Sen. George
D. Aiken (R-Vt.) to stand by that night
at the studios. Mr. Marlow stood by at
National Airport, as the plane circled
over the soup. At 9:30, Sen. Aiken
went on the air with CBS newsmen
Griffing Bancroft, Bill Downs and George
Herman. Capitol Cloakroom got off the
ground without Dr. Bevis. He was still
in the air, flying to Philadelphia to land.
Page 58 • November 25, 1957
Broadcasting
Uncle Mike's
CHILDREN'
TUFATDF
5:15 to 5:55 pm
Monday through Friday
packed full
of everything
that CHILDREN
love to see !
WBEN-TV'S 40 MINUTE HOUR!
Western New York's younger folks find Uncle Mike's
CHILDREN'S THEATRE Buffalo's fullest forty-minutes
of television. Results prove this to be so.
For the multi-voiced, many faceted Mike Mearian has
captured a loyal and large following in his web of
whimsy every weekday on Channel 4. Children love his
many characterizations; his puppet friends, Buttons,
Bows and Monk; and the daily cliff-hanging episode of
"Ramar of the Jungle" that Uncle Mike features on
every show.
Products that have found this a fertile field to cultivate
include chocolate milk fortifiers, breakfast cereals, can-
dies, hobby sets, children's clothes and shoes and desserts.
CHILDREN'S THEATRE was recently extended to add
more fun for the youngsters. It also adds more spot-
time for sponsors who want to win little friends and
influence little people.
HARRINGTON, RIGHTER & PARSONS — our
national representatives — or our sales department will
be happy to fill you in on the facts and figures.
WB EN-TV
CBS IN BUFFALO
YOUR DOLLARS COUNT FOR MORE ON CHANNEL
Broadcasting
November 25, 1957 • Page 59.
NETWORKS continued
LISTENERS PREFER CBS RADIO— CBS
• Survey indicates network-owned stations top others
• Network cites three different appeals found in radio
CBS-owned radio stations command more
attentive listening and are credited with
greater believability by their listeners than
are their leading independent station com-
petitors, according to conclusions drawn by
CBS Radio last week from a survey con-
ducted for it by Motivation Analysis Inc.
The survey compared — in terms of listen-
er attitude — the six CBS-owned radio sta-
tions with "the leading independent station"
in each of the six markets in which CBS
owns an am outlet. MAI made the study
last spring, interviewing 1,202 listeners in
the six cities — New York, Boston, Chicago,
St. Louis, Los Angeles and San Francisco.
The interviewees were divided into three
matched groups: (1) CBS-owned station
"fans," composed of persons who listened to
radio more than 30 minutes a day and who
spent more than half of their listening time
with a CBS-owned station; (2) independent
station "fans" or persons who listened more
than half an hour per day, most of it with
the independent station involved in the com-
parison, and (3) persons who spent more than
half of their listening time tuned to either
the CBS-owned station or the independent.
While the minimum listening time for a fan
was a half hour, the survey found median
listening time was more than three hours.
Jules Dundes, CBS Radio vice president
in charge of station administration, noted
that the survey was designed to determine:
( 1 ) Do listeners pay closer attention to
some stations than to others? (2) Do they
distinguish among stations, regarding some
more favorably than others? (3) Are listen-
ers more likely to believe some stations
than others?
Mr. Dundes said the answer to all three
was "yes," with the advantage on the side
of the CBS-owned station in each case.
The survey showed, he said, that radio
has three different appeals. Some consider
radio as "a friend," some tune in to get
information, and some like it for back-
ground sound.
Counting the first two groups as "fore-
ground listeners," the study showed that
71% of CBS-owned station "fans" are in the
foreground or "attentive" group and 29%
in the background category, as against 18%
of the independent station "fans" who
gave foreground reasons and 82% who
reported background listening. Among those
who listened to both stations, the back-
ground and foreground groups were di-
vided 50-50.
Asked why they prefer the station they
hear most, 78% of the independent sta-
tion fans and 69% of those who listened
to both stations cited music. Some 26%
of the CBS-owned station fans and 27%
of the "both" group gave music as the
reason for listening to the CBS oulet.
A total of 57% of the CBS station fans
said they preferred that station because of
its personalities, while 19% of the inde-
pendent station fans said they were moti-
vated by a liking of the independent sta-
tion's personalities. An even half of the
"both" group said personalities were the
reason for liking the CBS station, as against
1 1 % who voted for the independent sta-
tion on that basis.
Among most-liked programs, 44% of the
CBS station fans and 26% of the inde-
pendent-station fans named news. Drama
also was found to have high appeal among
CBS station fans, being named by 27%
as the reason for listening, compared to
9% who said they listened to the independ-
ent station because of its drama program-
ming.
Almost all (98%) of the CBS station
fans considered that station "big" as against
58% of the independent-station fans who
regarded their favorite outlet as "big."
CBS Radio interpreted the various replies
to mean that in listeners" opinions, "net-
work," "big" and "good" are synonymous.
Asked to describe their favorite station
as either "authoritative" or "non-authori-
tative," 89% of the CBS stations' fans voted
"authoritative" as compared to 69% in
the case of the independents' fans. Of the
group that listened to both stations, 88%
considered the CBS station "authoritative"
as against 65% voting the independent
"authoritative."
Listeners also were asked: "If you heard
conflicting accounts of the same incident on
different stations, which station would you
believe?" The report showed, officials said,
that among listeners to both stations — the
only group apt to hear both accounts — 53%
said they would believe the independent sta-
tion.
When this question was sharpened to
cover the believability of commercials, 48%
voted for the CBS station, 15% for the in-
dependent, 15% for "neither," 18% for
"both" and 4% had no opinion. Asked
which one station had "the most believable
commercials," 41% of the listeners to both
stations voted for the CBS outlet while
13% voted for the independent (30% said
"no single station").
The survey also explored the listeners'
relationship to radio. In answer to a re-
quest to name the one medium they'd most
like to keep, 35% named radio; 32% tv,
29% newspapers and 4% magazines. Asked
which they'd be most willing to give up,
63% named magazines, 23% television,
7% newspapers and 7% radio.
Most of the respondents knew whether
their favorite station was a network station
or an independent: 90% of the CBS station
fans said it was a network operation and
76% of the independent station fans knew
their favorite was non-network, according
to the report.
Mr. Dundes hailed the study as a "begin-
ning answer" to the need for qualitative re-
search in radio.
"Radio is now witnessing the dawn of
timebuying that goes far beyond the data
furnished by a slide rule. The big question
is: Are listeners to a. particular radio sta-
CBS Public Affairs recorded an exclu-
sive New York-Moscow radio ex-
change between leading U. S. and
Soviet scientists, broadcast on a special
program, Radio Beat, last Wednesday
at 9:30-10 p.m. on CBS Radio. The
two-way exchange featured U. S. sci-
entists at CBS Radio studios in New
York with queries broadcast to Radio
Moscow and Soviet scientists' answers
recorded by CBS. A follow-up broad-
cast will be presented this week on
! Wednesday in the same time period.
The discussion involved scientific prog-
ress in Russia, the pay scale of sci-
entists there, free time enjoyed, new
fuel used for Soviet satellites and when
the U.S.S.R. expects to share its new
scientific information. On the U. S.
end of the hookup (above, 1 to r)
were Ernest Pollard, professor of bio-
physics at Sloan Physics Laboratory,
Yale U.; John Turkevich, professor
of chemistry at Princeton U., and Dr.
Donald Hughes, atomic physicist at
| Brookhaven Laboratory.
!
tion better sales prospects than the audience
of another station?' rather than 'how many
people can be exposed to the commercial
messages of any one particular product?'
"We know that the difference between
various product or company images in peo-
ple's minds figures significantly in their buy-
ing. We hope that this research will foster
many other similar and meaningful studies.
Advertising media are shown by Motivation
Analysis Inc.'s conclusions to project their
own personalities or images, also. Our hope
is that these conclusions will help to reaffirm
and confirm the judgments of many far-
sighted buyers of media advertising."
In the survey, CBS-owned WCBS New
York was compared with WNEW; WEEI
Boston with WHDH; WBBM Chicago with
WIND; KMOX St. Louis with KXOK;
KNX Los Angeles with KMPC, and KCBS
San Francisco with KSFO.
Nat Cole to Leave NBC-TV
At the request of singer Nat (King) Cole,
NBC-TV has agreed to let him terminate
his Tuesday night program after the tele-
cast of Dec. 17, although his contract still
has 13 weeks to go. Personal appearance
commitments previously contracted for
made the termination of the telecasts after
60 weeks necessary, the performer said.
He declined NBC-TV's offer of a new series
on either Saturday or Sunday.
Jan Murray's Treasure Hunt, Mon-Fri.,
3:30-4 p.m. NBC-TV program, will move
into the Tuesday 7:30-8 p.m. spot vacated
by the Nat (King) Cole Show.
Page 60 • November 25, 1957
Broadcasting
B. R. and Gordon McLendon
Richard Wilcox and the
Staff of
STATION
formerly KTBS
SHREVEPORT, LA.
10,000 WATTS • 710 KC
announce the appointment of
JOHN BLAIR & COMPANY
as exclusive national representative
effective immediately
Station KEEL, Shreveport is affiliated with the
stations of the Texas Triangle:
K LI F- K F J Z, Dallas- Ft. Worth /
KILT, Houston / also represented by
KTSA/ San Antonio /
Broadcasting
November 25, 1957 • Page 61
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Never a dull moment on the Ballroom
with such outstanding popular fea-
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and "King's Tot's Talk" and many
others.
If it's the Housewife you want to
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NETWORKS continued
SALANT SLAMS BARROW REPORT
• CBS executive defends tv network practices in L. A. talk
• He criticizes broadcast pay tv, but warns CBS won't run last
Pay tv, the "Barrow Report," option time,
must buys, where tv networks get their
money and how they disburse it were among
the topics discussed by Richard S. Salant,
general vice president of CBS Inc., Wednes-
day in a 90-minute address on "Network
Television" made to the "Basics of Tele-
vision" course being given by KNXT (TV)
Los Angeles for advertising people of that
city [Advertisers & Agencies, Oct. 28].
Mr. Salant's underlying theme was that
networking is a complicated subject, difficult
to comprehend; but with so many proposals
emanating from Washington that could
radically change the nature of tv network
operations as they now are, it is essential
that everyone in broadcasting or using radio
and television as advertising
media understand how a net-
work functions. With that un-
derstanding, it will be easier
to understand the meaning of
the various proposals made to
change network operations
and to measure their probable
effects, he stated.
For example, the "Barrow
Report," containing the find-
ings of the FCC Network
Study staff headed by Dean
Roscoe Barrow of the U. of
Cincinnati Law School [Lead
Story, Oct. 7], would abolish
"must buys" — the network
requirement that an advertiser must buy a
certain number of key market stations — Mr.
Salant pointed out. There has never been
any trouble with advertisers about this, he
said, since they are anxious to spread the
cost of their programs over as many viewers
as possible. Furthermore, a national network
is designed for use by national advertisers,
and it is no more reasonable to expect a net-
work to clear time for a three-station hook-
up than to ask Life magazine to sell an ad-
vertiser coverage in Minneapolis only.
But, Mr. Salant commented, an attack by
"a Los Angeles gentleman" (whom he did
not identify further but who was readily
recognized as Richard A. Moore, president
of KTTV [TV] Los Angeles), who chal-
lenged networks' "must buy" and option time
practices a year and a half ago in testimony
before the Senate Commerce Committee
[Lead Story, April 2, 1956] led the Bar-
row group to investigate these practices. It
was found they did not harm the stations,
Mr. Salant said, but apparently the burden
of proof is on the networks and they haven't
proved the "must buy" policy to be essential,
so the report recommended it be outlawed.
The Barrow Report would eliminate
option time, Mr. Salant noted, calling this
"the very thin thread" between a network
and its affiliates that gives the network sales-
man some assurance that when he offers an
open period to an advertiser he can get
enough clearances to make the sale. Option
time, which permits a network to call on an
Page 64 • November 25, 1957
CBS' SALANT
affiliate to make a limited amount of time
available for network sponsored programs,
is pretty much a "gentleman's agreement,"
he said, since the network has to give the
station 58 days advance notice, and even
then the station can always say no.
If there are enough nos — and six or eight
from major markets are enough — there will
be no sale, Mr. Salant said, commenting that
without the option time provision it would
be virtually impossible for a network to
function. "The Barrow Report said that if
things get too bad the FCC can restore
option time," he reported, "but knowing
how fast the FCC moves — six or seven years
is speedy — we could be dead in that time."
Referring to the report's proposal to
curtail bslow present limits
the number of stations a net-
work can own, Mr. Salant
said that in 1952 CBS-owned
tv stations accounted for only
12% of gross sales, to 88%
from the CBS-TV network,
but that all the profits from tv
that year came from the
owned stations; in 1955-56,
the network had 85% of the
sales and 58% of the profits,
the stations accounting for
42% of the profits with only
15% of the sales. Paren-
thetically, he noted that in
radio "we couldn't operate
the CBS network without the profits of our
owned stations."
In addition to its recommendations, the
Barrow Report's "near misses" will "haunt
all of us for generations to come," Mr.
Salant stated. "What they didn't quite do
this time, they'll come back to later on."
Reiterating the CBS opposition to "over-
the-air" pay tv "because we believe it's bad
for the public," he said the company has
taken no position on wired pay tv and can-
not properly do so because this is "only a
new form of competition." Actually, to the
tv networks, it makes little difference which
method — if any — of toll tv is adopted.
"We have 11 years of experience, a suc-
cessful record, and if the FCC decides to
give air space to pay tv, we'll go into it with
both feet and we'll do all right."
He predicted that if given the use of the
air, toll tv will take over first the best sta-
tions and then the best programs, if it can
get over the initial costs. "That first hump
is tremendous, but after that the road seems
clear," he stated. The willingness of the
average family to spend $75-$ 1 00 a year for
pay tv programs indicated by a number of
surveys, he said, means that after operat-
ing costs the toll tv operators would have
four times as much to spend for programs
as is now being spent by free tv.
"There's no question that pay tv will
siphon off the best talent," he declared.
Mr. Salant found it "significant" that no
one has suggested a "majority test" to de-
termine democratically what most of the
people want, but that the only tests called
for have been those to determine if enough
people are willing to pay enough for pay
tv programs to make the business eco-
nomically feasible. For example, he said
that if one of every 8-10 families would pay
50 cents to watch Ed Sullivan, the pay tv
operator would have 3-4 times as much to
spend for the program as it now gets, so it
would doubtless move from free to pay tv,
leaving 7-9 families without the show.
Toll tv won't kill free tv entirely, Mr.
Salant opined. "Free tv will survive," he
said, "by dribs and drabs, on a local basis
and during the daytime. To some extent,
those who pay will get something different
from pay tv, maybe even something better,
but it's a terribly high price to pay."
Mr. Salant credited the tv networks with
providing most of the impetus (and money)
which won for tv an acceptance by the
American public that in only 1 1 years has
caused 41,300,000 U. S. families to spend
$19.4 billion for tv sets and maintenance
and, last year, to spend five hours a day
watching those sets. CBS alone invested $54
million in television before its first year in
the black, 1952, he said, expressing his
conviction NBC and ABC had made com-
parable investments. The networks' willing-
ness to provide good programs, great pro-
grams, at a time when the circulation and
revenues did not justify such expenditures,
made television what it is today, he said.
For a thorough, though rapid, exposition
of the economics of tv network operation
and the parts played by advertisers sponsor-
ing network programs and affiliate stations
broadcasting them as well as by the net-
works themselves, Mr. Salant drew heavily
on a memorandum on network practices
prepared last year to supplement the testi-
mony of CBS President Frank Stanton
before the Senate Commerce Committee
[Lead Story, June 11, 1956].
Shift to Divisional Status
Seen for CBS News Department
CBS News, which has been operating be-
tween staff and divisional status since Au-
gust 1954, may become a full division of
CBS Inc. early next year. Though no action
has been taken, discussions have progressed
to the point of placing CBS News and Pub-
lic Affairs on par with other divisions.
This past summer, CBS News moved to-
wards semi-divisional status when Sig
Mickelson, vice president of news and public
affairs, began functioning as general manager
of the department. Mr. Mickelson, it is
understood, would assume the title of vice
president and general manager of the divi-
sion should such a move be made.
NBC News and Public Affairs will not
follow suit, according to William R. Mc-
Andrew, NBC News director. The NBC
news department was detached from public
affairs earlier this year, with Mr. McAn-
drew's news department being placed on a
par with the NBC program department,
reporting directly to Executive Vice Pres-
ident Robert E. Kintner. Public Affairs, un-
der Vice President Davidson Taylor, also
reports to Mr. Kintner.
Broadcasting
growing fast
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Broadcasting
November 25, 1957 • Page 65
PROGRAM SERVICES
THEATRE OWNERS HIT TOLL TV
• TOA convention resoultion supports free television
• Shapp surprised; urges activity in wired pay tv
The Theatre Owners of America, com-
posed of major theatre owners, unanimously
voted last week "opposing and con-
demning" all forms of pay tv — off the air
or via wire.
In a completely unexpected action, the
exhibitors voted against any form of toll
tv following a morning panel on cable tv
Thursday morning at the TOA convention
in Miami Beach, Fla., Nov. 20-23.
The resolution, which was passed at a
private meeting of TOA members Thursday
afternoon, also pledged the organization and
its members to work toward the enactment
of legislation to "preserve" the right of the
public to view tv in their homes free of
charge.
The resolution said that pay tv and free
tv cannot coexist and that pay tv in any
form would "usurp" all of the popular pro-
grams and personalities now available on
free tv. It declared that the public has bought
45 million tv receivers on the assumption
that the programs received were to be free.
It also stated that pay tv would affect the
nation's economy by "entrapping" much of
the nation's purchasing power. It not only
lashed out at the monopoly potential of toll
tv, but also the deleterious effect on theatres
and exhibition.
The resolution stung Milton Shapp, presi-
dent of Jerrold Electronics Corp., a prime
mover in behalf of wired, cable tv, into
immediate retort. He claimed that the resolu-
tion was "surprising" in view of the great
interest of a "great number of exhibitors"
in cable theatre. He also said that exhibitors'
opposition was ill advised, since they also
had opposed talkies and drive-ins when
those changes were coming onto the theatre
scene.
Television, Eric Johnston, president of
the Motion Pictures Assn., told the theatre-
men, "is reshaping the entertainment busi-
ness [and] is obviously our toughest com-
petitor today and may get tougher tomor-
row." (Condensed text of Mr. Johnston's
speech on page 70.)
International Telemeter Corp., a sub-
sidiary of Paramount Pictures Inc., held
daily demonstrations of its wired pay tv
system during the convention.
The morning open session heard one
surprise. Bernard L. Goldenberg of New
York identified himself with a new company
called Selectivision Inc., 1 W. 58th St., and
declared that his company had contracts
for cable theatre projects with two New
York area theatrical circuits — Associated
Prudential Circuit and Interboro Theatre
Circuit.
The convention also heard Mr. Shapp,
Herbert Barnett, General Precision Lab.;
Carl Leserman, International Telemeter
Corp., and Marcus Cohn, Washington at-
torney. Philip Harling, of the Fabian The-
atre Circuit, co-chairman of the exhibitors'
Joint Committee Against Pay Tv, was chair-
man.
Mr. Shapp urged exhibitors to become
active in wired toll tv as a means of reach-
ing millions not going to the movies. This
is an extension of motion picture exhibition,
he declared. Mr. Barnett questioned whether
the Bartlesville, Okla., Telemovies project
was a fair demonstration, since the com-
munity was not typical. Mr. Leserman told
TOA members that ITC had no plans to
wire large metropolitan areas, but intended
to concentrate on new communities which
have grown up without a local movie house.
Mr. Cohn warned that both wired or off-air
toll tv would be regulated in some form
or other by the federal government or state
authorities. Regulation, he stated, was
against the history of the entertainment me-
dia which flourished best in a free, com-
petitive market.
It was indicated that both Skiatron and
Zenith had been invited to send a repre-
sentative to the convention. Skiatron had
not replied, it was said, and Zenith de-
clared it was not interested in wired toll tv.
Active audience participants included
Mitchell Wolfson, chairman of TOA's board
of directors, whose interests include WTVJ
(TV) Miami, and WFGA-TV Jacksonville,
both Florida, and WMTV (TV) Madison,
Wis.; Walter Reade, Reade circuit, who
holds a cp for WRTV (TV) Asbury Park,
N. J.; Samuel Pinanski, Boston theatre own-
er, and Donald Schine, Schine Theatres.
Both meetings attracted about 400 the-
atremen.
TV GUIDE' POLL:
96.6% OPPOSE PAY
• Readers strongly anti-toll tv
• 44,888 answer magazine query
Subscription television received another
strong rebuff from the public yesterday
(Sunday) when Tv Guide, national consumer
tv publication with headquarters in Philadel-
phia, reported that 96.6% of nearly 45,-
000 readers had gone on record in opposi-
tion to toll tv in any form.
Of the 44,888 ballots tabulated by Re-
search Inc., an independent survey organ-
ization, only 34 out of every 1,000 were
marked in favor of pay tv. The polling is
believed to be the largest sampling of pub-
lic opinion ever taken on the subscription
television issue.
The subscription tv cause received an
even stronger rejection on the Pacific Coast
where some business entrepreneurs already
are counting toll tv chickens in the newest
major league baseball cities of Los Angeles
and San Francisco. Only 17 out of every
1,000 ballots from this area favored pay
tv.
In the big cities, subscription tv fared
better than elsewhere. Returns from 15
of the largest cities showed that 77 out of
every 1,000 persons favored pay tv.
While practically all of the small band in
favor of pay tv indicated they would install
subscription tv, a substantial minority of
these (about 3 of every 10) were unwilling
to pay for installation of the service.
Ballots covered six questions on subscrip-
tion television and were published in a
September issue of Tv Guide. The results
will appear in the next issue being released
tomorrow (Tuesday). Questions and an-
swers :
1. Are you in favor of any subscription
television system?
Yes 1,527 ( 3.45%)
No 43,361 (96.65%)
2. Would you have subscription tv in-
stalled in your home?
Yes * 1,990 (4.43%)
* Figure includes some 1.22% of people
who voted against pay tv but said they
would install it if system were adopted.
3. Would you be willing to pay any of
the installation charges if necessary?
Yes 1,444 (3.2%)
4. Which transmission system do you
prefer?
Those Those Not
Favoring Favoring All
Pay Tv Pay Tv Respondents
Direct Wire 44.73% 3.45% 4.85%
Regular tv 41.78 36.46 36.64
No answer 13.49 60.09 58.51
5. How much would you be willing to
pay a month for subscription tv if it in-
cluded special shows of interest to you not
available on free tv?
Those Those Not
Favoring Favoring All
Pay Tv Pay Tv Respondents
$5 42.83% 5.63% 6.90%
10 40.41 1.88 3.19
20 0.06 0.33 0.46
25 4.78 0.81 0.94
No answer 7.92 91.35 88.51
6. If commercials on pay tv would lower
the cost per show to you, would you object
to them?
Those Those Not
Favoring Favoring All
Pay Tv Pay Tv Respondents
Would
object 52.91% 25.26% 26.20%
Would not
object 44.47 0.40 1.90
No answer 2.62 74.34 71.90
Locally-Owned Pay Tv Proposed
To California City Council
A proposal that a locally-owned toll tv
company be formed to serve residents of
California's Centinela Valley and South Bay
areas (in the greater Los Angeles area south-
west of the city) was made by Fred C.
Jones, a member of the city council of Ingle-
wood, in a letter to fellow councilmen and
those of 10 neighboring communities.
"This company would be owned by local
people; its telecasts would include local ac-
tivities; its facilities would be available for
local enterprises and, altogether," he wrote.
Page 66 • November 25, 1957
Broadcasting
Stan Thomson
or who says gasoline is expensive?
They say it in Britain, where a skilled
carpenter gives more than a day's pay
for just eight gallons.
"They say it in Ireland, where only one
person in twenty owns an automobile.
"They say it in France, where the price
is the same for eight gallons of gasoline
or a pair of shoes.
"In the United States? Everything in-
dicates that gasoline should be almost as
expensive here, too.
"For instance, Union Oil's costs of
building a refinery and the labor costs
to operate it have tripled since 1937.
"We pay four times as much to put up
a service station today as before the war.
"And fuel taxes you pay at retail have
increased 5 cents a gallon in the last 20
years. (In that same time, our refinery
price has gone up 4^2 cents a gallon.)
"In spite of these increases, though,
Americans pay less for their gasoline
than anyone else in the world.
WE PAY LESS FOR GASOLINE THAN ANYONE ELSE IN THE WORLD
"What's more, two gallons of today's
gasoline do the work of three gallons
of the old product." * * *
As manager of Union Oil's refinery in
the San Francisco area, Stan Thomson
has a natural interest in the price of
gasoline.
And, he points out, the comparatively
low price of gasoline in this country is
one measure of the efficiency of the econ-
omy under which we live.
Our competitive economy gives us
such good value for our money that we"
enjoy the highest standard of living the
world has ever known — and still have
money left for savings.
YOUR COMMENTS ARE INVITED. Write:
The Chairman of the Board, Union Oil Co.,
Union Oil Bldg., Los Angeles 77, Calif.
Union Oil Companyor
CALIFORNIA
MANUFACTURERS OF ROYAL TRITON, THE AMAZING PURPLE MOTOR OIL
Broadcasting
November 25, 1957 • Page 67
wantedness
Wantedness is the extra quality people see
in things they choose to spend their money
for— even when substitutes are available at
no cost.
For example: wantedness is what "My Fair
Lady" has such an abundance of; what's in
a cup of cola that's worth a dime to a thirsty
man who can get a drink of water for nothing.
It's what a pretty girl has, that makes it
worth a carefree bachelor's while to endow
her with his worldly goods in exchange for a
lifetime of dinners he could eat for free at
his mother's house.
wantedness
ME55 HM.L
wantedness
And most especially: wantedness is the plus
value edited into some businesspapers that
prompts a man to buy subscriptions to the ones
he wants to read — no matter how many others
are sent to him, free. It's what keeps paid
circulations growing! And . . .
It's, what makes almost 18,500 busy people in
the television and radio business PAY to find
a copy of BROADCASTING on their desks
every week. It's what, in short, differentiates
BROADCASTING from other businesspapers
purporting to cover the TV-radio field. They,
too, may be on many of the same desks — but
they didn't get there because they were wanted.
Wantedness is. a quality attested to by an ABC
audit statement: A desire to receive and an
intention to read. Significantly, BROADCAST-
ING is the only TV-radio business paper with
ABC membership . . . with an accurate, easy-
to-understand, precisely audited statement of
PAID circulation. And PAID circulation is an
advertiser's surest guide to the worth of any
publication.
Most advertisers throughout America buy
PAID circulation. More TV-radio business ad-
vertisers buy BROADCASTING'S PAID circu-
lation than that of the next three TV-radio
publications rolled into one! The writing on
the wall doesn't come any clearer than THAT!
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
a member of the Audit Bureau of Circulations *«J***
PROGRAM SERVICES continued
TV'S THE COMPETITION— JOHNSTON
Speaking last Wednesday to the Theatre Owners of America convention in Miami
Beach, Eric Johnston pinpointed areas in which television is affecting the life of
America and the business operations of movie makers and exhibitors. The president
of the Motion Picture Assn. of America told delegates that tv will not eliminate
movies and vice versa. Accordingly, he urged a realistic appraisal of tv in this portion
of his address. (See main TO A story page 66.)
Today more people in the United States
are seeing motion pictures than ever be-
fore. The total weekly audience is estimated
at 250 million. For us there's only one
trouble with this remarkable statistic. Only
about 45 million on the average see motion
pictures in theatres. The rest see them on
television.
Today more people see baseball than
ever before. In season, the weekly viewers
run into the high millions. For the baseball
owners, there's only one flaw in this glowing
figure. These millions aren't crowding the
bleachers and grandstands. Most are watch-
ing on television.
These are just two symptoms of change
in America's leisure time, in the new habits
and customs and activities of the American
people in the past decade. The change in
leisure activities is still in hectic process. In
the motion picture business, the change is"
revolutionary.
. . . Today the world is in the midst of an
electronic revolution. Already it has had a
tremendous effect on people everywhere.
One of its developments, television, is re-
shaping the entertainment business. The im-
pact on the motion picture industry has
been far-reaching. Prudence requires us to
understand its meaning for us.
There are two aspects of television I'd
like to discuss. One is the existing system
of commercially-sponsored broadcast tele-
vision. The other is the still unborn system
of pay television. They are separate and we
ought to separate them in our minds.
With respect to commercial television
there are four facts we ought to face
squarely.
( 1 ) Commercial television has put 40
million screens into the homes of America
within 10 brief and spectacular years. To-
day 80% of America's households have
television sets. Their number will increase
and they will improve in technical quality
in the years ahead.
(2) Commercial television has sup-
planted our 19,000 theatres as the chief
purveyor of mass entertainment in the
United States. Its audience is almost five
times bigger than ours. Television competes
directly with us for the leisure time of
America's population.
(3) Commercial television has an in-
satiable appetite for program material of all
kinds. It relies heavily on motion pictures,
on filmed programs. Television's appetite
for film will increase — it will not diminish
— in the years ahead.
(4) Commercial television can pay for
what it needs. It is already a gigantic in-
dustry. This year, television's total adver-
tising revenue will come to $1.3 billion —
Page 70 • November 25, 1957
more than the total annual receipts from
all the theatres in the U. S. It is estimated
that in five years tv's income will reach
$2 billion. This is almost as much as Amer-
ican pictures take in annually at the box
office in all the theatres in the world.
Why do I mention these four facts about
present-day commercial television? I men-
tion them because tv is obviously our tough-
est competitor today and may get tougher
tomorrow.
There are some in our business who say
we should compete with television by ignor-
ing it. Some say we should fight it at every
step. Some would do this by keeping our
stars off tv. Some would do it by keeping
our films off television.
Let's examine these proposals. What about
^^^^^^^^^^^j keeping ^the stars off
MR. Johnston firmly-contracted
stable of stars. To-
day the stars are independent entrepreneurs.
They make their own independent decisions.
Really, does anyone who knows our
business believe the stars could be kept off
television?
Now what about keeping old films off
television? That brings up a question or two.
First of all, is it true that television grew
mighty on old Hollywood films? To be-
lieve this is to deceive ourselves. Television
was born and made its great early advance
on live programming. This period of televi-
sion's sharp rise was also the period of our
most precipitous drop at the box office. In
those years, we were not competing with
our own films on tv — we were competing
with television itself!
The revolution that hit the entertainment
business hit Hollywood just as hard as it
did the theatres. I can tell you quite frankly
that some of the studios were lucky to get
through that period. The studios had pic-
tures in the vaults in which the theatres
were no longer interested. At this point,
television came along to buy old films.
I assume we all believe in the free enter-
prise system, in the open market place.
Certainly we do when our own interests are
at stake. If you had old films on the shelf
and someone wanted to buy them, would
you drive him indignantly from the prem-
ises? I don't think so. I don't believe you
think so either.
I think we can only plan wisely and
boldly for our future if we realize that we
cannot eliminate television . . . and if we
realize just as confidently that television
cannot possibly eliminate us.
Let's now switch off commercial tele-
vision and turn on pay television. Nobody
knows the future for pay tv, or subscription
television, or toll television, or whatever it
may be called. But we do know one thing —
that its future will be determined by the
American public. We know this because pay
television must eventually put to the public
this basic question:
Do you want a box office in your home?
Reduced to its core, that's what pay
television is really about — whether the
public wants to pay in the home for motion
picture and other entertainment. If the
public answers "Yes," it will have a pro-
found effect on our business, on television,
on the entire entertainment field. If the
public votes "No," then television will con-
tinue on its present advertiser-supported
course.
Pay television is now in a testing period.
What should our attitude be toward these
tests? I think we should look upon them
all as research projects, out of which might
come developments that could affect our
way of doing business, the business of us all
— the exhibitor, the distributor, the
producer.
George Liberace Sets Up Firm
George Liberace is ending a long pro-
fessional association with his pianist brother
and is setting up George Liberace Enter-
prises at 5800 Sunset Blvd., Hollywood, the
violinist-orchestra leader has announced.
George Liberace Enterprises will handle per-
sonal management of television personalities
and packaging of tv shows. Mr. Liberace also
is considering personal appearances on tv
and is developing his own show. Formation
of the new company signifies no rift between
the brothers, Mr. Liberace's announcement
said, but is a move that had been under con-
sideration for some time.
PROGRAM SERVICE SHORTS
Spotlite News, N. Y., announces 1958
Manhattan Newsfilm Directory. Printed
compilation of tv news and motion picture
contacts, phone numbers and addresses in
New York City, Connecticut and Philadel-
phia. Free copies are available from Spot-
lite News, 60 W. 46th St., N. Y., 1958
Southland Newsfilm Directory, providing
similar listings of newsreel organizations in
southern California, also is available from
N. Y. office.
Len Simpson & Assoc., L. A., publicity firm,
announces move to 6331 Hollywood Blvd.,
Hollywood 28:
Alan C. Russell Marketing Research Inc.
announces acquisition of additional space
at 147 E. 50th St., New York 22, N. Y.
Telephone: Plaza 1-3990.
Broadcasting
If you are interested in audience statistics:
WSB-TV
ratings continue
to climb!
In the 3 -station Atlanta market
WSB-TV shows a 45.9%* share of the total tune-in
sign-on to sign-off Sunday through Saturday
The impact of the NBC line-up of fall programs
combines with strong local news coverage, the MGM film
library and top local programming to heighten
WSB-TV dominance in the Atlanta market. Get more for
your television dollar. Get on Atlanta's WSB-TV —
one of America's truly great area stations.
WSB/TV
Represented by Edw. Petry & Co.
Affiliated with The Atlanta Journal & Constitution
NBC affiliate
*ARB— October 1957
Broadcasting
November 25, 1957 • Page 71
STATIONS
NEW SUBLIMINAL ERA SLIPS IN
WHILE AUDIENCE NOT LOOKING
• WTWO (TV) has been experimenting for two months
• WCCO, KLTI exploited radio variation on new method
• FCC in dark; lawmakers fear political tricks
Audiences haven't realized it (natch), but
subliminal perception has been broadcast
experimentally on television, Broadcasting
learned last week, and audio variations on
the new trick are being aired on radio.
• WTWO (TV) Bangor, Me., has been
sending invisible messages for two months,
trying to learn if imperceptible perception
can produce perceptible results. So far the
reactions are subliminal.
• Two radio stations, WCCO Minneap-
olis and KLTI Longview, Tex., have been
broadcasting audio messages which, if not
subliminal, are the next thing to it. WCCO
has invented "Phantom Spots"; KLTI's are
called "Radio Active Iso-Spots."
• Meanwhile, the FCC is studying sublim-
inal perception at the urging of congress-
men. The congressmen fear that subliminal
perception could be used as a dirty political
trick to sneak a rival candidate's name into
the nation's subconscious.
SP OLD HAT TO WTWO
AFTER TWO MONTHS USE
WTWO has been experimenting on the
air two months, guided by a psychologist.
Murray Carpenter, president of WTWO,
which is identified in Bangor as W-TWO
(phonetically, W2 for ch. 2), said the tests
are interesting if not yet highly productive.
He wrote Chairman John C. Doerfer of the
FCC last week, offering to supply his find-
ings after a series of on-the-air subliminal
tests.
When he first contacted the psychologist,
he learned that subliminal tinkering was old
stuff in the trade. The psychologist sug-
gested, "If you have a selling job to do,
nothing will succeed as well as to step up
and sell."
Undisturbed by this observation and
warnings that the engineering problems were
insoluble, Mr. Carpenter toyed with closed-
circuit tactics before going on the air. He
decided the first approach should be simple,
based on possible influence on the station's
mail count since its film strip programs ask
for audience comments in the lead-ins and
lead-outs.
On half of these programs, a sub-
liminal message is superimposed on the tv
screen below the threshold of perception. It
occupies a cross-screen panel about one-
fourth the screen's depth, carrying this mes-
sage: "WRITE W-TWO."
The message occupies one frame on a
250-frame film loop, appearing about once
every 11 seconds except during advertising.
Last week the message was used Monday-
Wednesday-Friday; this week it will be on
Tuesday and Thursday.
Mr. Carpenter reported he is unable to
detect appearance of the subliminal mes-
sage but said his engineer claimed he could
catch it sometimes.
"We want to see if a subliminal insert
will give us a little extra push in our mail
count," Mr. Carpenter said.
"Has it?" he was asked.
"There's no 'feel' yet," he answered. "We
can't yet tell if it does anything."
In any case, he is continuing the experi-
ments because of all the dither around Mad-
ison Avenue, where he once was a Compton
Adv. timebuyer.
WCCO, KLTI AUDIO VERSION
AIRED ON REGULAR BASIS
Radio is not standing still while other
media probe beneath a consumer's con-
sciousness into subliminal perception. The
aural medium hasn't been able to go all
the way below the threshold of conscious-
ness but is developing ways of sneaking
messages in just over the line of the "limen,"
or threshold.
And the new sound technique may have
one important advantage over visual sub-
liminal perception. It is being sold, whereas
subliminal perception as a commercial tele-
vision technique has been questioned by the
NARTB Tv Code Board [Trade Assns.,
Nov. 18] and others [Government,
Closed Circuit, Nov. 11].
Two stations have reported pioneering a
new psychological development in radio mes-
sages in recent weeks. WCCO Minneapolis-
St. Paul [Closed Circuit, Nov. 18] calls
its new technique "Phantom Spots." KLTI
Longview, Tex., has named its new commer-
cials "Radio Active Iso-Spots."
There are technical differences between
the two plans: Phantom Spots are briefer;
Radio Active Iso-Spots are being sold, while
WCCO is using Phantom Spots only for
program promotion and public service proj-
EVER seen a subliminal? No, and you
never will, if it's really subliminal,
but here is what one looks like in the
projection room. This "WRITE W-
TWO" message is reproduced from a
film loop, one frame out of 250, with
the intelligence transmitted once every
11 seconds. It is basic to WTWO (TV)
Bangor, Me., experiments designed to
see if imperceptible messages will in-
fluence the station's mail count.
ects. But basically the two stations are try-
ing out the same new approach. Short an-
nouncements are slipped in over music or
into continuity pauses, reportedly hitting the
listener at the lowest level of response, at
the absolute threshold, or bottom of the
response scale, observers say. Listener
reaction often is on a delayed basis. He
registers what he has heard some seconds
after the message is over. This is the pattern
set by early experiments in the broadcast
laboratory.
WCCO's Phantom Spots are held to a
five-syllable maximum, according to Larry
Haeg, general manager of the station. The
announcements are sneaked in over music
and into pauses in regular programs, some-
times between lines of dialogue. Samples:
"Hear Ike tonight," "Beat Michigan State,"
"Hear Open Mike," "Next news at ."
Varied aural techniques, voice levels and
delivery speeds are used.
The KLTI Radio Active Iso-Spots employ
brief phrases ("Buy your children's shoes at
Waynes' Credit Shoes," "Longview Credit
Clothiers . . . three minutes to open your
credit." "The '58 Chevrolet ... on display
. . . at Goodwin's") and are broadcast on
a saturation basis through the day. They
are superimposed over instrumental music
which is reduced to the volume of back-
ground music to "cushion" the spot.
Bob Geerdes, station manager of KLTI,
explains the Iso-Spot name this way: "Just
like an isotope [in medicine] gets in under-
neath and spotlights attention, so does the
KLTI Iso-Spot." The technique has met
gratifying client and listener reaction since
it was introduced last month, says Mr.
Geerdes. Iso-Spots are being aired period-
ically and "are not being run into the
ground," he adds.
The Phantom Spot experiment, still in
the pre-commercial stage at WCCO, is be-
ing conducted in consultation with psy-
chologists from the U. of Minnesota faculty.
William Schwarz, program director of the
station, and Gordon Mikkelson, director of
program promotion and public relations —
assigned by Mr. Haeg to the project — are
working with Dr. E. W. Ziebarth, dean of
the U. of Minnesota summer session and
regular WCCO staff coordinator on world
affairs, who is coordinating the study's aca-
demic side.
Describing the Phantom Spot, or PS, tech-
nique, Mr. Haeg says, "We are building . . .
on principles of repetition, to increase cov-
erage and penetration; aided recall, as a
stimulus to retentiveness, and variety of
sound, to gain entry without annoyance."
A typical response to a Phantom message
is given by a member of WCCO's listener
test panel, reporting on a spot broadcast
over music. He says he "caught the full
meaning of the spot at the end of the mu-
sic, though it must have flashed in and out
along about the tenth bar or so." No one
has found the technique annoying, and no
objections have been reported, Mr. Haeg
states.
Comparing PS and subliminal percep-
tion, a WCCO memorandum says, "Only
Page 72 • November 25, 1957
Broadcasting
CONFIDENCE!
As WTIC-TV enters its second full month of
telecasting, more than 100 accounts have been
signed . . . fifty were signed before WTIC-TV
took to the air.
Such confidence on the part of advertisers is
inspired by the high standards of performance
which have identified 33 years of radio broadcast-
ing by WTIC . . . standards that today also mark
the operation of WTIC-TV.
Advertisers are also confident that WTIC-TV's
clear and powerful signal now sells new cus-
tomers who previously lacked good television
reception.
llplli
rWTIC-TV
HARTFORD, CONNECTICUT
Serving Southern New England
Broadcasting
November 25, 1957 • Page 73
STATIONS CONTINUED
some of the same principles are involved.
The audio Phantom Spots are in fact con-
sciously perceived by the listener. He knows
someone is sending him a signal. The listen-
er is able to accept or reject our message
on the same basis as he can consider any
audio stimulus."
WCCO will report on its PS project "with-
in a few weeks," Mr. Haeg promises. Mean-
while, it won't be made available to adver-
tisers, he says, "for some time to come."
FCC ANXIOUS FOR DATA
ON SILENT TECHNIQUES
The FCC last week told Sen. Charles
Potter, (R-Mich.), who had asked some
pointed questions, what was what on SP:
That there was not too much information on
the subject; that the FCC was gathering as
much data as was available, but that in any
event it felt it had sufficient authority to
control this new technique. The Commis-
sion pointed out, however, that it has no
power to censor individual programs.
The Commission, it is understood, is
looking forward with some eagerness to a
Washington demonstration of the SP tech-
niques. This, it is believed, is premature,
since Subliminal Projection Inc. President
James Vicary stated that an FCC spokesman
had called regarding a demonstration and
had been offered one in New York. FCC
sources said that WTOP-TV Washington
had offered its facilities for such a test in
Washington.
So much interest has been engendered
in SP that the FCC has decided to draw up
a "public notice" on the subject and what
it knows about its use and potential use and
the Commission's authority. This will be
used to answer a growing demand for in-
formation on the silent sell.
Pop Music Disc Jockey Meet
Set by Storz for March 7-9
"Will Top 40 programming last?"
Todd Storz, president of the Storz Sta-
tions, who has been wondering about top
tunes and other musical programming prob-
lems, announced last week he would con-
vene the "First Annual Pop Music Disc
Jockey Convention and Seminar" March
7-9 at the Muehlebach Hotel, Kansas City.
Progress made by country and western
disc jockeys with their annual Nashville
convention prompted Mr. Storz to announce
his disc jockey roundup. He sounded out
djs and program directors as well as record
companies and found agreement that the
idea should have been tried long ago.
Of 30 disc jockeys, 26 said they would
attend and three others said they would try
to be there. Only one dissented.
Among questions slated for discussion:
importance of commercial treatment to
sales impact; how a disc jockey can best
promote his station and himself; are top
40 tunes beamed only at teen-agers?, how
can djs best guide future trends to better
quality music?
Mr. Storz is lining up top program people
for the meeting, he said. The opening night
(Friday) will be set aside for registration
and a reception. Business sessions will be
held Saturday, winding up with a banquet
and show featuring recording stars. Sunday's
program will end by mid-afternoon so dele-
gates can be home for Monday programs.
Advance registration can be made with
Bill Stewart, c/o Storz Stations, 820 Kil-
patrick Bldg., Omaha 2, Neb.
Storer Earnings Drop
Seen in WVUE-TV Move
A drop in Storer Broadcasting Co. earn-
ings was anticipated when the company de-
cided to go into independent operation with
a fourth tv station — WVUE-TV Wilming-
ton-Philadelphia, the largest available mar-
ket— according to a letter sent to a stock-
holder by President George B. Storer.
Storer earnings for the nine months end-
ed Sept. 30 (after taxes) totaled $5,249,942,
or $2.12 per share, including non-recurring
net capital gains of $1,962,716 (after taxes)
or 79 cents per share. The 1956 nine-month
earnings amounted to $1.58 per share.
Third quarter earnings amounted to
$820,008 or 33 cents a share, a drop from
the $1,066,019 or 43 cents in the same 1956
quarter.
Gross radio revenues were substantially
higher for the nine months of 1957 but tv
revenues were down, "reflecting the sale of
two unprofitable uhf stations and the ex-
pected dislocation and expense of replacing
WBRC-TV (Birmingham, Ala.), with
WVUE-TV. As WVUE-TV achieves its ex-
pected potential, this situation should ma-
terially improve," according to the Storer
nine-month earnings report.
Writing to James H. Sheppard, of Grand
Rapids, Mich., who claimed to represent
clients owning several thousand shares of
Storer stock, Mr. Storer said the Philadel-
phia tv station was acquired at a favorable
price because it was losing money.
Heavy investment in new facilities and
programming is expected to pay off, he said,
but operating profit may be off as much as
16%, which is offset by the capital gain in
sale of WBRC-TV Birmingham. "I am hope-
WGY-WRGB (TV) OPENS NEW CENTER
A new radio-tv broadcast plant for
WGY-WRGB (TV), General Electric
Co. stations, was formally opened Thurs-
day in suburban Schenectady, N. Y., 35
years after the first broadcast signal was
put on the air.
The new radio-tv center, built at a cost
of $2.5 million, is two stories high and in-
cludes 54,000 sq. ft. of floor area. De-
signed by GE and Austin Co., engineers,
the building is located on a 10-acre plot
in Schenectady. An electrical sub-station
behind the building has a capacity of
2,000 kw.
Lighting of the largest tv studio, 45x90
feet, is rated at 280 kw. Designed for
color, the studio has nearly a third of
the center's air-conditioning capacity of
300 tons. The second studio is 45x70
feet. A third one-man studio has glass
walls for out-of-studio cameras.
Three radio studios are grouped around
master controls, flanked by a recording
room". The tv master control features
latest GE equipment, with the signal
microwaved to the main transmitter in
the Helderberg Mountains. The master
clock is automatically synchronized via
radio from the National Bureau of Stand-
ards in Washington, and is accurate
within a quarter-second. The control
room uses over 4,000 electronic tubes,
according to W. J. Purcell, WGY-WRGB
manager of engineering, who took an
active role in planning the new center.
WGY went on the air Feb. 20, 1922.
It served as proving ground for the 20-
kw water-cooled tube with air-tight glass
and copper seal, forerunner of the pres-
ent 50 kw transmitters. Other experi-
ments included the Alexanderson mul-
tiply-tuned antenna for trans-oceanic
radio, the condenser microphone and
the magnetic recording pickup.
GE started practical tv experiments
in 1928 with a telecast of Al Smith's
acceptance of the Democratic Presiden-
tial nomination in nearby Albany. Four
tv sets picked up the signal, which used
mechanical scanning. Regular program-
ming began Nov. 6, 1939. Original GE
tv research started in 1926 under Dr.
E. F. W. Alexanderson. Theatre tv was
performed in 1930 at Proctor's Theatre,
Schenectady, with use of a giant screen.
A geometric pattern was telecast over-
seas in 1931, and was received in Ger-
many and later in Australia.
Page 74 • November 25, 1957
Broadcasting
I
ful that we will achieve black figures at Phil-
adelphia within the next 12 months," Mr.
Storer added. He said dividend payments are
not to be cut since they represent about 35%
of net earnings and 25% of cash earnings.
In explaining the problem of the tv inde-
pendent, Mr. Storer cited KTTV (TV) Los
Angeles sales figures, which rose spectacu-
larly from $412,151 in 1949 to $4,140,641
in 1953 and $8,943,000 in 1956. He said
WBRC-TV sales in 1956 were less than
25% of the KTTV volume. WGN-TV Chi-
cago was cited as another example of inde-
i pendent growth.
The four other Storer tv stations (WJBK-
TV Detroit, WSPD-TV Toledo, WJW-TV
Cleveland and WAGA-TV Atlanta) showed
an aggregate volume in October 1957 ex-
ceeding the same 1956 month by 4.6%. He
said the stations are enjoying "an unusually
fine season" and radio volume is up 15.5%
for October.
The Philadelphia market is a battle of
tv giants, he said, with large expenditures
needed at WVUE-TV to compete with
the other three tv stations. Mr. Storer noted
a slackening in demand from July to Octo-
ber, adding that business is now up "but
our forward commitments from advertisers
are of a short-term duration rather than the
long-term 52-week contracts which we for-
merly enjoyed. I hope that this situation will
change, but until we have a restoration of
general commercial confidence, I am afraid
we will have to be content with this day-
to-day existence."
Storer Broadcasting Names Shull
Head of Company Film Office
Thomas B. Shull, account executive on
national and regional sales in the film divi-
sion of Music Corp. of America, has joined
the Storer Broad-
casting Co., Miami
Beach, Fla., as di-
rector of film opera-
tions. He will head-
quarter in New York
City, reporting to
George B. Storer Jr.
Mr. Shull in 1954-
55 was president and
general manager of
WTOM-TV Lansing,
Mich., and prior to
5HULL that was an account
executive in NBC's Chicago film division.
For the Storer group he will direct film
operations on the company level. Storer tv
stations are WJBK-TV Detroit, WJW-TV
Cleveland, WVUE-TV Wilmington-Phila-
delphia, WSPD-TV Toledo, Ohio, and
WAGA-TV Atlanta.
WRJN-AM-FM Holds Open House
More than 5,000 Sunday visitors came to
see the new Radio Park studios of WRJN-
AM-FM Racine, Wis., during the stations'
seven-hour open house Nov. 10. The new
building, situated on a square block in West
Racine, cost $125,000 to build. Transmitters
are adjacent to the 9,000-sq.-ft. plant. The
WRJN-AM-FM move came one month be-
fore WRJN's 31st anniversary of broad-
casting.
Cott Named V.P. to Head
NTA's Radio-Tv Properties
Promotion of Ted Cott to vice president
in charge of the radio and television prop-
erties of National Telefilm Assoc., New
York, was announced last week by Ely A.
Landau, board chair-
man of NTA. Mr.
Cott will operate
from New York
headquarters, with
local station manag-
ers reporting to him.
Mr. Cott joined
NTA last June and
has been setting up
the company's pro-
gram for acquiring
television and radio
COTT stations. The com-
pany has gone on record as saying it plans
to purchase the full complement of radio-tv
outlets authorized by FCC. Mr. Cott par-
ticipated in the negotiations for the pur-
chase by NTA of KMGM-TV Minneapolis
(approved last week by FCC, page 80)
and WATV (TV), and WAAT-AM-FM
Newark, N. J. The Newark sale awaits FCC
approval.
Mr. Cott is a veteran of more than 20
years in radio and television broadcast man-
agement. Before joining NTA, he was with
DuMont Broadcasting Corp. 2Vi years,
serving as vice president and general man-
ager of WABD (TV) New York, WTTG
(TV) Washington and the DuMont Sports
Network. He was with NBC five years as
vice president and general manager of
WRCA-AM-TV New York and operating
vice president of the radio network. Earlier,
Mr. Cott had been with WNEW New York
for seven years, latterly as vice president in
charge of programming and operations, and
with the city-owned WNYC New York in
executive capacities.
WTAX Poll Finds Musical Tastes,
Points Its Programming That Way
A jury of 17 Springfield, 111., residents
prefer smooth arrangements of musical
numbers and familiar popular hits, accord-
ing to a poll conducted by WTAX Spring-
field. The jury idea was suggested by a plan
in operation at WFIL Philadelphia [Sta-
tions, Oct. 26]. WTAX will alter several
music shows to conform to the findings.
Six of the 11 top choices (a tie was found
for tenth place) represented large bands.
The panel heard 100 numbers representing
varying types of music ranging from show
tunes and marches to hymns and rock-and-
roll. Jury members were guests at a dinner
and received gifts.
No rock-and-roll number placed in the
first 50 selections. Calypso met with vary-
ing success. A Harry Belafonte recording
of "Mary's Boy Child" was in 19th place
but his "Scratch, Scratch" was near the bot-
tom. Hillbilly fared poorly but an Ernie
Ford hymn, "Peace in the Valley," had a
high score. Elvis Presley did not score
well with his "Here Comes Santa Claus."
The jury included four teenagers; two PTA
members; one from the Springfield Council
of Church Women, Junior League, New-
comers Club, American Business Club and
Urban League. Others included a rural
housewife, woman state employe, store
saleslady, restaurant worker, owner of a
small business and employe of a large in-
dustry.
NBC Holds Special Ceremonies
For New Stations in Pittsburgh
The theme of an address at a luncheon
Friday in Pittsburgh was brought up to date
by an assertion that network radio is today's
prime communication system for reporting
news of the world and outer space. The
speaker was Matthew J. Culligan, vice presi-
dent in charge of NBC Radio.
Occasion was a "Radio Renaissance
Luncheon" attended by 300 business and
civic leaders and marking NBC Radio's re-
turn to the Steel City via its new owned
stations WAMP and WFMP (FM), pur-
chased Nov. 1 . The network service officially
was launched at 2 p.m. with the regular
hourly news featuring newscaster Morgan
Beatty who originated his broadcast from
Pittsburgh.
Also speaking at the luncheon was H. W.
(Hank) Shepard, general manager of the
stations. Mayor David Lawrence proclaimed
the day "WAMP and WFMP Day." Walter
O'Keefe, host of NBC Radio's Nightline,
was m.c. NBC's Charles R. Denny, execu-
tive vice president, operations; Thomas B.
McFadden, vice president of owned stations
and NBC Spot Sales, and Jerry Danzig,
vice president of network radio programs,
attended the luncheon.
TWO San Antonio stations, KENS-TV
(ch. 5) and WOAI-TV (ch. 4), have
started work on a joint tower they
intend to make the tallest structure
in Texas and the third tallest in the
world. Supervising bulldozer work at
the tower site southeast of San An-
tonio are (1 to r): James M. Gaines,
president-general manager of WOAI-
TV; Albert D. Johnson, general man-
ager of KENS-TV; Hugh A. L. Halff
Jr., chairman of the board of WOAI-
TV, and Charles Jeffers, WOAI-TV
director of engineering. The tower is
to be 1,531 feet tall.
Broadcasting
November 25, 1957 • Page 75
STATIONS CONTINUED
CHANGING HANDS
ANNOUNCED The fol,owing sales of
niinwwiivi.i/ station interests were
announced last week. All are subject to
FCC approval.
KOVR (TV) STOCKTON, CALIF. • Sold
to Gannett Co. (Gannett newspapers-broad-
casting interests) by Hoffman Radio Pres-
ident H. Leslie Hoffman and associates in -
an overall $3.1 million transaction, follow-
ing the breakdown of a deal to sell ch. 13,
ABC-affiliated station to Hudson Valley
Broadcasting Co. (Lowell Thomas, Frank
Smith and others) for $3.5 million because
of a tight money market [Closed Circuit,
Nov. 11]. Gannett is paying $1.1 million
for the capital stock of the licensee, Televi-
sion Diablo Inc., and assuming obligations
amounting to almost $2 million (mostly de-
bentures owing Mr. Hoffman). Gannett
owns newspapers in New York, New Jersey,
Connecticut and Illinois, and also WHEC-
AM-TV Rochester, WENY Elmira, WHDL
Olean (minority), WINR-AM-TV Bingham-
ton, all New York, and WDAN-AM-TV
Danville, 111. The announcement said Terry
H. Lee, president-general manager of
KOVR, will remain with the station until
July 1, 1958. KOVR transmits the maximum
316 kw power, from an antenna atop Butte
Mt., and covers 1.5 million population in the
Central Valley area including Stockton,
Sacramento and Modesto, according to the
announcement.
WHOO-AM-FM ORLANDO, FLA. • Sold
to Ted Estabrook by Edward Lamb for
$250,000. Mr. Estabrook is the former
owner of WERI Westerly, R. I., which he
sold to William Sweeney for $74,000. Mr.
Lamb continues to own WICU-AM-TV
Erie, Pa., holds a cp for WMAC-TV Mas-
sillon, Ohio, and is the prospective pur-
chaser of WTVQ (TV) Pittsburgh (cp for
ch. 47) which two weeks ago was sent a
McFarland letter respecting its application
for extension of completion date [Govern-
ment, Nov. 18]. WHOO operates on 990
kc with 10 kw day and 5 kw night, affiliated
with ABC. Blackburn & Co. handled the
transaction.
WJMS-TV IRONWOOD, MICH. • Ch. 12
cp sold to WDMJ-TV Marquette, Mich,
(ch. 6), for $10,000 to be a full satellite of
WDMJ-TV whose parent corporation is
99% owned by Frank J. Russell Jr., who
also owns WDMJ Marquette.
APPROVED
The following transfers of
station interests were ap-
proved by the FCC last week. For other
broadcast actions see For the Record,
page 107.
KMGM-TV MINNEAPOLIS, MINN. •
Thomas P. Johnson and associates sold 75%
| interest to National Telefilm Assoc. for
i $650,000. NTA is a film syndicator, half-
\ owner of NTA Film Network, and applicant
'for FCC approval for the $3.5 million pur-
chase of WAAT-AM-FM and WATV (TV)
Newark, N. J. Comr. Bartley dissented, ask-
TRACK RECORD ON STATION SALES, APPROVALS
ing for a hearing (see story, page 80).
KMGM-TV is independent on ch. 9.
WRMA MONTGOMERY, ALA. • Sold to
WRMA Broadcasting Co. by Ralph M. All-
good and Grover Wise (The Southland
Broadcasting Co.) for $165,000. WRMA
Broadcasting is owned by OK Realty &
Investment Co. of Atlanta (WAOK Atlanta).
Stan Raymond (one-third) is president of
WAOK. WRMA is on 950 kc with 1 kw.
KAIR TUCSON, ARIZ. • Sold to Josh
Higgins Radio Enterprises Inc. (owned by
Joe DuMond) by William J. Hyland III,
Dawkins Espy and James H. Duncan (Pima
Broadcasting Co.) for $135,000. Josh Hig-
gins Radio owns 65% of KXEL Waterloo,
Iowa. KAIR is on 1490 kc with 250 w.
KSHO-TV LAS VEGAS, NEV. • Sold to
Nathan Adelson and Mervyn L. Adelson by
Frank Oxarart and others (Television Co.
of America Inc.) for $70,000. The Messrs.
Adelson each will own 50% of KSHO-TV.
KSHO-TV is on ch. 13.
WJDM (TV) PANAMA CITY, FLA. • Sold
to Mel Wheeler by J. D. Manly (WJDM-TV
Inc.) for $60,000. Mr. Wheeler owns 96%
of the station (with his wife owning remain-
ing 4%). Mr. Wheeler is president, general
manager and 25% stockholder of WEAR-
AM-TV Pensacola and owns WTYT Titus-
ville and WSCM Panama City, all Florida.
WJDM (TV) is on ch. 7 with ABC. CBS
and NBC affiliation.
WJBK-TV Detroit Gives Clients
12-Month Protection in Rates
WJBK-TV Detroit has converted to a 12-
month rate protection policy for all sched-
ules that run without interruption, according
to Bill Michaels, managing director of the
station and vice president of licensee Storer
Broadcasting Co. The general industry pol-
icy is based on a six-month rate protection
against price increases.
In announcing the plan Thursday, Mr.
Michaels said it conformed to rapidly chang-
ing conditions in the industry and would
provide mutual benefits to
advertisers, agencies and
media.
Writing to agencies, Mr.
Michaels said Detroit is a
mature tv market with set
penetration rapidly ap-
proaching saturation. Re-
serve requirements for po-
tential rate increases are a
deterrent to approval of
long-term tv budgets, he ex-
plained, adding that agency-
advertiser reaction thus far
indicated the policy would
have a stabilizing effect on
the industry buying picture.
He added:
"Basically, we simply
agree with the contention
of many advertisers that in
today's mature tv market they should be
able to budget their appropriation for a
station schedule without the psychological
and financial obstacles of potential rate in-
creases before completion."
Hines Said Fired From WGST
For Airing 'Personal Views'
William Hines, news editor of WGST
Atlanta, was reported fired last week by the
U. of Georgia board of regents for broad-
casting personal views on a news show,
violating board policy. The board is li-
censee of the Georgia Tech-operated com-
mercial station.
Mr. Hines, former city editor of the
Atlanta Constitution and retired as a gov-
ernment information officer in Washington,
told local papers he had expressed personal
views in the past but was not censured un-
til he commented on the re-election candi-
dacy of Atlanta Mayor William B. Harts-
field. He said he had been warned after a
September broadcast in which he stated
that Mayor Hartsfield had won the city
primary on the strength of Negro votes, an
assertion he repeated in his final newscast
for WGST Nov. 19. One of the board's
radio committee, which dismissed the news-
man, is Allen M. Woodall, president of
WDAK-AM-TV Columbus, Ga.
NBC Affiliates Group Seeks
Additional Circuits for DST
A committee of NBC-TV affiliates con-
ferred with AT&T officials last week in an
effort to get additional intercity circuits for
the network for next year's Daylight Saving
Time months. Unless the additional facilities
are forthcoming, NBC pointed out, affiliates
in Huntington-Charleston, W. Va., Detroit,
Cincinnati and other major markets will
not be able to take advantage of NBC-TV's
videotape plan for overcoming the annual
DST problem [Networks, Nov. 11].
AT&T authorities noted that they could
not yet forecast tv facility needs for next
year's DST period because the three net-
works' reports on requirements are not due
to be filed until Jan. 27. If shortages are in-
dicated, they said, every effort will be made
to solve them.
No firm decisions were reached at the
LIGHT UP THE SKY
WHEN station President W. D.
(Dub) Rogers Jr. "lit" the birthday
candle to mark the fifth anniversary
of KDUB-TV Lubbock, Tex., Nov.
13, over 434,000 watts flared in
the Texas sky. KDUB-TV's 842-ft.
tower became the "biggest birthday
candle in Texas and the world."
The 842-ft. tower carried 301
white 100-watt bulbs, 98 of which
were replaced with 100-watt photo-
flash bulbs for the initial lighting.
The used flash bulbs were immedi-
ately replaced with 100-watt bulbs.
Wiring of the tower involved 400
hours of on-the-ground assembly.
Page 76
November 25, 1957
Broadcasting
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November 25, 1957
November 25, 1957 • Page 77
STATIONS CONTINUED
meeting and additional sessions are expected
to be held. The NBC committee consisted
of Lawrence H. (Bud) Rogers II, WSAZ-
TV Huntington, W. Va.; Edwin K. Wheeler,
WWJ-TV Detroit; John T. Murphy, WLWT
(TV) Cincinnati, and Niles Trammell,
WCKT (TV) Miami.
Complete Criminal Court Trial
Taped, Filmed by WHAS-AM-TV
As the drawn-out Bullitt robbery case
wound up 11 days ago, WHAS-AM-TV
Louisville, Ky., recorded and filmed the
entire proceedings in Jefferson County Crim-
inal Court. The WHAS stations had given
wide play to the story since the robbery
occurred in 1956 [Trade Assns., Nov. 11].
After some years of cooperation from the
Jefferson County Criminal Court, WHAS
and WHAS-TV for this trial were allowed
by Judge L. R. Curtis to set up seven micro-
phones and to use lights for filming, which
were on throughout the day of the trial.
Later, Judge Curtis and Commonwealth's
Attorney A. Scott Hamilton told station
newsmen they were glad the decision had
been made to record the entire proceedings,
agreeing that broadcast coverage in no way
impeded trial conduct.
Mr. Hamilton said he would like to see
WHAS-TV do live coverage of an entire
trial at some future date and that he believes
courtrooms eventually must be opened to
all news media, in contradiction to the
American Bar Assn.'s Canon 35, which
recommends against cameras and micro-
phones in courtrooms.
Television and radio reports were broad-
cast by WHAS-TV and WHAS throughout
the day of the trial. After the 7:06 p.m.
verdict declaring ex-chauffeur James Easley
guilty of robbing the late William Marshall
Bullitt, WHAS prepared a 65-minute re-
corded digest of the trial from nearly three
hours of tapes. This was broadcast at 10:30.
Crowell-Collier Reports Profit
Crowell-Collier Publishing Co. (KFWB
Los Angeles), New York, which in 1956
registered a $4.4 million loss before getting
out of the magazine publishing business this
past January, last week reported third-
quarter profits of $888,774 and nine-month
profits of $2.8 million. Sales for the 1957
third quarter came to $8.1 million and for
the nine-month period $22.7 million. Both
earning figures were tabulated after de-
duction of non-recurring charges of $260,-
000 applicable to 1956 and arising out of
suspension of the three magazines, Amer-
ican, Woman's Home Companion and Col-
lier's.
Bartell to Manage WILD
Gerald A. Bartell, president of the Bartell
Group, announced last week he is assuming
general management of WILD Boston. John
Box, former general manager, has resigned.
Joining Mr. Bartell on the executive team
at WILD are Zinn Arthur, William McKib-
ben and Jack Carney. Mr. Arthur was a New
York and Hollywood publicist. Mr. McKib-
ben was sales manager of WDEL Wilming-
ton, Del.
Page 78 • November 25, 1957
THE payoff for top men in the Peters,
Griffin, Woodward "Lucky Buck Ra-
dio Sales Drive" came at a New York
Korvette discount store, where Robert
Sommerville (c) and Don Frost (r)
took their pick of prize merchandise.
(Lee Bellotin [1], manager of the store,
helped them make selections.) Radio
account men Sommerville and Frost
split $5,000 top honors with William
Bryan (not pictured) of PGWs De- -
troit office for bringing in the most
new radio spot business during the
summer and early fall. The representa-
tion firm gave out a total $10,000
worth of prizes to salesmen all over
the country. Radios scored high in
their choice of merchandise, it was
reported.
WLVA-AM-TV in New Studios
Staff and management of WLVA-AM-
TV Lynchburg, Va., have moved into the
stations' new studios and offices at 2320
Langhorne Rd., near the center of the city,
it has been announced. Grand opening has
been scheduled Dec. 14-15, when the public
will be invited to see the $125,000 plant.
Features they will see are a 1,600-ft. main
tv studio (with doors large enough to ac-
commodate new automobiles) and auxiliary
studios, modern radio, recording and con-
trol facilities, cafeteria, film facilities, inter-
connected art and photo lab, offices and
lounges. The one-story structure overlooks
the Blue Ridge Mountains.
KALI, XEGM Offer Package Rates
An agreement between XEGM Tijuana,
Mexico, and KALI Pasadena, Calif., has
been announced by H. Scott Killgore, pres-
ident of Tele-Broadcasters Inc., owner of
KALI. Effective now, the stations are being
sold on a combination basis to national
and regional advertisers.
The move is the latest by KALI in its
Spanish-market expansion and represents a
combined listenership for the two stations
of more than a million, according to Mr.
Killgore. Gustavo Faist Moran remains as
general manager of XEGM, and that sta-
tion becomes an affiliate of the 18-station
Sombrero Network, Mr. Killgore said.
Hayes' Name for Satellite
Gets Backing from Congressmen
Four members of Congress have endorsed
a suggestion by John S. Hayes, president of
the Washington Post Broadcast Div. (WTOP-
AM-FM-TV Washington, WMBR-AM-FM-
TV Jacksonville, Fla.) that the first U. S.
space satellite be named "The Freedom
Sphere." Mr. Hayes advanced the idea in
an open letter to President Dwight D. Eisen-
hower Nov. 13.
Backing the proposal are Sens. John
Marshall Butler (R) and J. Glenn Beall (R)
of Maryland and Reps. Joel T. Broyhill (R)
of Virginia and DeWitt Hyde (R) of Mary-
land. In statements broadcast by WTOP,
they urged the President and the American
people to adopt the name. Mr. Hayes' letter
to the White House put forward "The Free-
dom Sphere" as a designation that would
"renew the confidence of people everywhere
in the creative ability of our free society
and be a tangible result thereof. . . ."
A smaller "Freedom Sphere," a historical
time capsule, stands in front of Broadcast
House, home of the WTOP stations, placed
there at the time the studios were dedicated.
WSOY Announcer's Tragedy
Al Rowe, WSOY Decatur, 111., announcer,
discovered while broadcasting from a hospi-
tal that his daughter was among those criti-
cally injured in an auto accident. The daugh-
ter, Donna, 17, died a few hours later. Two
persons were killed and six injured in the
accident. They were taken to Decatur-Macon
County Hospital where Mr. Rowe broad-
cast from the emergency room.
REPRESENTATIVE APPOINTMENTS
KTVU (TV) Oakland, Calif., appoints H-R
Television Inc.
KIRO-TV Seattle, appoints Peters, Griffin,
Woodward.
WAMV E. St. Louis, III., appoints Weed
& Co.
KFIV Modesto, Calif., appoints George P.
Hollingbery.
STATION SHORTS
WBTV (TV) Charlotte, N. C, has ordered
RCA color video tape recorder and expects
to have it installed and in operation by
September 1958. Priced "in excess of
$100,000," recorder is 7 feet high, 13 feet
wide and records black and white, picture
and sound on two-inch wide reel of tape
that has playing time of 64 minutes.
WHIL-AM-FM Hempstead, L. L, an-
nounces new rate card (No. 8) with 25%
increase in top one-time hourly rate. New
top one-hour rate is $200. One-minute spot
rates now $25 for Class A time and $21
for Class B. Station also announces power
increase from 250 w to 10 kw.
Broadcasting
Only a few
Proceedings
of the IRE
special issues
are still available Each issue of proceedings of the ire
is the result of the most advanced thinking in the field of radio-electronics.
Based on exacting research, and written by men who are foremost in their specialty,
these issues are invaluable works of reference. This is also material not available
from any other source. As the official publication of The Institute of Radio Engineers,
PROCEEDINGS presents the years-ahead ideas on which new advances are based.
These history-making issues, originally over-printed for reserves are rapidly
being exhausted and will not be reprinted.
YOU CAN STILL GET:
VERY LOW FREQUENCY* June, 1957 — New research in the very
low frequency band, below 30 kc, opens up greater portions of the radio spectrum
for communication purposes. VLF has many new and important uses. A reference work
you'll need for years.
SINGLE SIDEBAND, December, 1956 — A round-up of recent tech-
nical discoveries as presented by the Joint Technical Advisory Committee through its
sub committee on Single Sideband techniques. This special study for the FCC points
up the many advantages of single sideband.
FER RITES, October, 1956 — This new group of solid state materials
outmodes the intermittent "pulse" system of World War II radar. The ferrites
allow simultaneous sending and receiving on a single microwave antenna; as well as full-
power transmission in microwave ranges with reduced power loss and interference.
SOLID STATE ELECTRONICS, December, 1955 — This issue
heralds the arrival of a new epoch in radio electronics — the solid state electronics era.
Defined and named with the birth of the transistor, this concerns the control and
utilization of the electric magnetic and photic properties of solids. There are now
whole new classes of electronic devices due to discoveries in this field.
SCATTER PROPAGATION, October, 1955 — Here's radio history
in the making. This issue presents practical application of a new principle in the
fields of broadcasting and electronics. Thirty-five papers lay the foundation
of a new means of communicating over long distances.
The Institute of Radio Engineers
® 1 East 79th Street, New York 21,N.Y.
Please send me the following issues of PROCEEDINGS OF THE IRE:
Enclosed is my check for $ * .
□ Enclosed is Company Purchase Order
Name
Company *One copy at $1.25 to IRE members, domestic and for-
eign. $3.00 to non-members; $2.40 to public libraries,
Address colleges and subscription agencies; postage prepaid to
c- <j. . U. S. and Canada; 25c additional per copy to other
? countries.
Broadcasting
November 25, 1957 • Page 79
GOVERNMENT
NAME
OUR
CHANNEL 12
Clarksburg, W. Va.
• A fabulous week for 2 at
THE GREENBRIER
White Sulphur Springs, W. Va.
• ELECTRIC-EYE MOVIE CAMERA
By Bell and Howell
• POLAROID LAND CAMERA
• 12 other wonderful prizes
USE THIS INFORMATION TO
help you name the symbol of Clarks-
burg's new high-power TV station
• Covers the virgin market of Cen-
tral W. Va. (Clarksburg — Fair-
mont — Morgantown)
• Rich in coal, oil and gas
• Untouched to date by a direct TV
signal
• Captive audience — 666,315 popula-
tion
• Buying income $1,119,746,000
• $200/hr. AA network time: $250
national spot.
Contest open to all readers of this
magazine. Ends January 5, 1958.
FY2
MAIL YOUR ENTRY TODAY TO
CHANNEL 12
Exclusive in Clarksburg, W. Va.
INTERCONNECTED I0130]
George Clinton, Gen'I Mgr. • Rep. by Avery-Knodel
A Member of The Friendly Group
I suggest the following name:
Name.
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Address
DON'T DISRUPT TV,
AMST EXHORTS FCC
• Comments on 25-890 mc study
• Urges awaiting report by TASO
Any reduction or change, whatsoever, in
the current 82 channel frequency assign-
ments could be disastrous to the tv indus-
try, and efforts in these directions should
be put off until mid-1958 when the Tele-
vision Allocations Study Organization pro-
duces its findings.
This is the basic position of the Assn. of
Maximum Service Telecasters Inc., which
today (Monday) filed its response to the
current FCC inquiry into uses of 25-890 mc
portion of the spectrum. The group filed a
33-page document, including 15 exhibits,
showing the status of the tv industry.
TASO studies are well underway, and
AMST believes any Commission orders to-
wards more efficient use of the spectrum be-
tween 25-890 mc would be premature "until
this great industry research effort is con-
cluded." Meanwhile, it warns that an up-
ward shift in frequencies would wipe out an
industry investment of more than $400 mil-
lion. The group also made it plain that such
a move would result in degraded service be-
cause of propagation limitations and other
factors.
AMST justified the retention of present
tv channels for exclusive broadcast use by
spelling out current utilization. It said that
after 12 years of commercial tv, 575 on-the-
air stations (including translators and satel-
lites) have an average frequency loading of
seven operating stations per channel where-
as it took am stations almost 25 years be-
fore they averaged 10 per allocated am
frequency. With the exception of ch. 64,
AMST said, there is at least one authorized
or one requested station for each of the 82
channels indicating 98.8% utilization as of
mid-October 1957.
AMST noted that each of the 12 vhf
channels now averages almost 63 million
viewers per channel with uhf outlets serving
"large populations." Furthermore, the peti-
tion stated, 99.9% of all American families
live within the service area of at least one
station; the average tv home has a choice
of five signals, and 77% of all tv homes
are within range of four or more stations.
After documenting such items as tv retail
expenditures since 1946 as $19,053,481,000
the AMST petition detailed various data to
show how the public benefits and depends
on tv. Adding that it is a growing industry,
AMST repeated that it is adamant against
any space reductions or share-channel ar-
rangements, regardless of their nature.
As for new technical improvements re-
ported here and there on how to achieve
more efficient use of the spectrum, AMST
would again wait and see what TASO rec-
ommends.
FCC Sets New Tower Criteria
The FCC last week broadened its rule-
making on its proposal to require that tow-
ers over 500 feet above ground be built in
"farm areas." The Commission included new
Page 80
November 25, 1957
criteria for determining whether applica-
tions for towers will require special aero-
nautical study. Inclusion of comments on
the new criteria was recommended by the
Joint Industry Government Tall Structures
Committee.
Objectives of the new proposed rule-mak-
ing would be to provide (1) protection for
low altitude intercity air routes; (2) addi-
tional protection for high density air traf-
fic areas, present and forecast; (3) increased
protection for airways and heavily-traveled
flyways; (4) additional protection for areas
in the vicinity of airports and (5) areas for
erection of radio and tv towers. The FCC
invited comments on the new proposals by
Dec. 30.
NT A GETS FCC OKAY
ON BUY OF KMGM-TV
• Bartley dissents sharply
• Notes Justice-NTA suit
National Telefilm Assoc., a major tele-
vision film distributor, last week received
a green light for purchase of its first tv
station when the FCC, by a vote of five
to one, approved NTA's $650,000 purchase
of 75% interest in ch. 9 KMGM-TV
Minneapolis, Minn.
FCC Comr. Robert T. Bartley issued
a sharp dissent. He urged that a hearing
be held on this application. Comr. Rosel
H. Hyde was absent.
The Commission's approval was "without
prejudice" to whatever action may be ap-
propriate following the outcome of a govern-
ment antitrust suit against NTA. Last April
the Dept. of Justice filed an antitrust suit
against NTA and four other tv film dis-
tributors, alleging they forced tv stations
to buy films in packages, thus violating
the block-booking prohibition in the 1947
motion picture consent decree. Earlier,
the government filed a similar suit against
Loew's Inc., a 25% owner of the Minneap-
olis station.
The FCC's approval came after the Jus-
tice Dept. was informed of the application
for purchase [Government, Nov. 4]. Ap-
parently the Justice Dept. did not ask that
the transfer application be held in abeyance.
Only last month NTA contracted to pay
$3.5 million for WAAT-AM-FM and ch.
13 WATV (TV) Newark, N. J. This appli-
cation is now pending before the Com-
mission.
NTA is headed by Ely A. Landau as
chairman, with Oliver A. Unger as presi-
dent and Harold Goldman as executive vice
president. It is a publicly held corporation
with its stock traded on the American Stock
Exchange.
Last spring NTA inaugurated the NTA
Film Network, which has 134 outlets. The
NTA Film Network is 50% owned by NTA
and 50% by 20th Century-Fox Film Co.
Among NTA's major film properties today
are 450 20th Century-Fox features for which
it will pay over $30 million over a five-year
period; such series as Sheriff of Cochise,
China Smith and Combat Sergeant. Two
weeks ago NTA bought "more than 50%"
Broadcasting
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Broadcasting
November 25, 1957. • P.sge 81,,
GOVERNMENT continued
of Associated Artists Productions [Films,
Nov. 18].
The independent KMGM-TV began oper-
ating in January 1955. It was bought by its
present owners in 1956 for $1.14 million
plus assumption of $315,500 in obligations
from Morris T. Baker and family. Mr. Baker
had acquired control of the ch. 9 Minnea-
polis outlet in 1954 for $300,000. Present
owners of KMGM-TV include Thomas P.
Johnson (22.2%), Seymour Weintraub
(Flamingo Films) (15.88%) and others. Mr.
Johnson and some other stockholders have
interests in WENS (TV) Pittsburgh. Other
stockholders have interests in WTVW (TV)
Poland Springs, WPOR Portland, and
WABI-AM-TV Bangor, all Maine.
Loew's Inc., which acquired its 25% in-
terest in KMGM-TV last year in exchange
for making its MGM library of feature films
available for telecasting, also owns 25% of
KTTV (TV) Los Angeles and KTVR (TV)
Denver, Colo. It is the long-time owner of
WMGM New York.
When the KMGM-TV transaction is con-
summated, it will be 75% owned by a tv
film syndicator and 25% by a Hollywood
feature film producer (MGM).
Mr. Bartley's extensive dissent called for a
hearing on the application. He alluded to
NTA's statements that it intends to apply
for the maximum permissible tv outlets and
raised questions regarding concentration of
control and methods of operation in light
of NTA's film distribution activities.
"I am of the opinion," Mr. Bartley said,
"that since this constitutes the first applica-
tion by this organization for a license under
the Communications Act, the Commission
should have before it complete information
as to the proposed method of operation by
NTA of the tv stations it seeks. Particular
emphasis should be placed on the com-
petitive practices it proposes to follow in its
'negotiations' for tv film with its own sta-
tions, as compared to its dealings with other
stations in the markets where it proposes to
operate. . . ."
The FCC commissioner also called atten-
tion to the government's antitrust suit against
NTA and suggested a hearing is necessary
to "consider and evaluate" the syndicator's
conduct.
Mr. Bartley concluded his dissent with the
following:
"I believe that because of the 'vertically-
integrated' nature of the proposed trans-
feree's organization, the potential competi-
tive impact on other television stations in
the markets where NTA proposes to operate
its own stations, and the matters discussed
above, the Commission should obtain full
and complete information on the record on
these aspects of the case before attempting to
determine whether this transfer will serve
public interest, convenience and necessity."
KSTP-TV Minneapolis first had raised the
antitrust issue when it filed an objection to
the sale with the FCC.
FCC Blocks WPTZ (TV) Move
The FCC last week advised WPTZ (TV)
Plattsburgh, N. Y. (ch. 5), that a hearing is
indicated before the station can go ahead
with the proposed modifications of its
Page 82 • November 25, 1957
equipment and relocation of its main studio.
The Commission said the changes would
be inconsistent with the agreement with
Canada calling for equal signal strength
at the border.
FCC Questions Sale of KCOP
Following NAFBRAT Complaint
The $4 million purchase of KCOP (TV)
Los Angeles by Bing Crosby, Kenyon
Brown, George Coleman and Joseph
Thomas hit a snag last week when the FCC
asked for more information regarding the
purchaser's programming plans.
The Commission's action follows by two
months a request by the National Assn. for
Better Radio and Tv that license revocation
proceedings be instituted against KCOP's
owner, the Copley Press Inc. [Government,
Sept. 16]. NAFBRAT charged KCOP failed
to meet the minimum program code re-
quirements established by the NARTB.
NAFBRAT also asked for a hearing on the
sale application.
Principal charges made against KCOP
by NAFBRAT were "imbalance" in the
broadcast of opinion on controversial issues,
programming of the Rev. Oral Roberts, an
undesirable sponsor and an overload of
commercials. KCOP denounced the charges
as "an opinionated attack by a small Cali-
fornia organization dedicated to censorship
of radio and tv."
Revocation proceedings against KCOP are
not warranted at this time, the Commission
stated, but in view of the details set forth in
the NAFBRAT complaint, more information
is needed on the Crosby-Brown program-
ming plans. The FCC pointed out that the
buyers stated in the sale application that they
planned "no substantial changes" in KCOP's
programming format and that a subsequent
amendment set forth programming plans in
"very general terms. The Commission be-
lieves that the situation is one which calls
for specificity on the part of the assignee
either by reply to this letter or in a hearing."
The buyers were given until Dec. 20 to file
a comment or an amendment to their origi-
nal application.
FTC Charges Tv Setmakers
Exaggerated Screen Size
In separate actions last week the Federal
Trade Commission charged two television
setmakers with exaggerating the size of pic-
ture tubes and ordered another entrepreneur
to stop alleging that plastic receiver attach-
ments would induce color tv.
Advertising copy run by the Admiral
Corp., Chicago, according to the FTC, de-
scribes sets as "21 -inch," "21" or "24," fol-
lowed by an asterisk referring to a footnote.
The footnote, far removed from figures,
says the FTC, states the viewable area of the
tube in square inches and says that the
other measure is diagonal. This deceives the
public and diverts trade unfairly from com-
petitors in violation of the FTC Act, the
government contends. Admiral has 30 days
to answer the complaint, and hearing is set
for Jan. 16 in Chicago.
Another Chicago firm, Muntz Tv Inc.,
last week was charged with exaggerating pic-
trust
your
Aunt Abby. . . too far!
Her opinions are interesting — of course.
And she's sure to let you know — par-
ticularly when they concern television.
But neither she nor all your other rela-
tives should have too great a voice in
evaluating a show. That's a job for
pre-testing with impartial audiences.
How?— By having the shpw*on film. Then
you can test all you want — from here to
Timbuktu— economically, efficiently.
And on film, when you want to make
changes— you just splice 'em in ! That's
why a good show is a better show on
EASTMAN FILM.
For complete information write to: Motion Picture Film Department
EASTMAN KODAK COMPANY, Rochester 4, N.Y.
East Coast Division Midwest Division West Coast Division
342 Madison Ave. 1 30 East Randolph Drive 6706 Santa Monica Blvd.
New York 17, N.Y. Chicago 1, III. Hollywood 38, Calif.
or W. J. GERMAN, Inc., Agents for the sale and distribution of Eastman Professional
Motion Picture Film, Fort Lee, N.J.; Chicago, III.; Hollywood, Calif.
GOVERNMENT continued
ture size and misrepresenting that sets are
sold directly from the factory. Horizontal
measurements of Muntz sets are substanti-
ally less than the 21, 24 and 27 inches
claimed, according to the federal agency.
These sizes are printed in newspaper adver-
tisements and marked on sets themselves,
the FTC says. Moreover, the sets are sold by
retailers, the complaint alleges, and not "fac-
tory outlets" as represented. The firm and
Earl W. Muntz, president, who is named
in the complaint, may answer in 30 days.
Hearing is scheduled Jan. 21 in Washington.
Harry G. Kriegel, trading as Superior
Products, New York City, was ordered by
the FTC to stop representing in newspapers
and periodicals that a plastic sheet he sells
can simulate color television. Answering a
complaint last spring, Mr. Kriegel said he
did not own Superior Products and that sale
of the product was discontinued June 1.
The "Color-V" product is described by an
FTC examiner as "a sheet of transparent
plastic upon which is sprayed paint of
orange color blending into green at one
border and blue at the opposite border."
FCC Moves to Reopen Record
In Ch. 5 Case at Lubbock
In a procedure not often used, the FCC
last week by its own motion instructed its
staff to prepare a document reopening the
record in the ch. 5 Lubbock, Tex., proceed-
ing. Texas Tech College, lone accepted ap-
plicant for the channel, holds an initial de-
cision, proposing to use the commercial
channel for an educational station.
The Commission emphasized that its ac-
tion is not being taken as a result of a peti-
tion filed by a third party, although Western
Tv Co. had requested the FCC to reopen the
record. Western (David P. Pinkston and
Leroy Elmore) also has filed an application
for the channel which the Commission has
not, as yet, accepted.
Hearing Examiner Millard F. French
issued an initial decision last September
recommending that ch. 5 be granted to Texas
Tech. Before this decision became final, the
Commission directed that it not be finalized
pending further study. At that time, the
FCC indicated it wanted to take a closer
look at agreements by KDUB-TV and
KCDB-TV, both Lubbock, to donate $30,-
000 each to Texas Tech.
In addition to considering the $60,000
offer, the FCC reportedly wants to determine
at the proposed hearing if Texas Tech's
state charter permits it to operate a com-
mercial station, since ch. 5 is not reserved
for educational use (ch. 26^ in Lubbock is).
It has been indicated the Commission does
not want to close the ch. 5 door forever
to commercial use.
C. L. Trigg formerly was an applicant
for ch. 5 also and went through the early
stages of a comparative hearing with Texas
Tech. However, he withdrew his application
last April, [Government, April 22] and in
turn was paid $25,000 for "expenses."
\
1 I
Shooting for your budget!
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Between 8 a. m. and 5 p. m. daily, WCUE delivers
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See your JEPCO Man for details . . . or call WCUE
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■'Cost per thousand study based on Pulse, July 1957
1
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WICE - Providence R I
National Representatives The John E. Pearson Co-
Page 84 • November 25, 1957
FCC Orders KTHE Purchaser
To Cease Illegal Operation
William S. Black, charged by the FCC
with illegally operating KTHE Thermopolis,
Wyo., was ordered Thursday by the Com-
mission to cease operation of the station
"immediately." Mr. Black was given 48
hours to inform the Commission of his
compliance with the ultimatum.
Management of the station was assumed,
without FCC approval, by Mr. Black fol-
lowing his purchase of the station's equip-
ment for $5,000 at a July 5 bankruptcy
sale. According to Commission records,
KTHE is owned by the Thermopolis Broad-
casting Co. (Joe C. Henry, president).
Warning of a possible unlicensed opera-
tion following the bankruptcy sale, the FCC
asked the station to clarify its ownership.
In reply, the Commission on Sept. 30 re-
ceived a letter citing a lease agreement be-
tween Mr. Black and the station and stating
that Mr. Black was managing KTHE pend-
ing an application for transfer of control.
The transfer application was filed Oct.
21. It stated that there would be no further
consideration involved and that Mr. Black
(owner of the Thermopolis Independent
Record) was making equipment available
to the station at no charge. Prior to filing
of the assignment of license application, the
FCC had asked Mr. Black to furnish a copy
of the lease agreement and a report of the
officers and directors of KTHE. This in-
formation was not furnished and the FCC
sent a follow-up wire Oct. 21 again request-
ing a copy of the lease.
The FCC's action last week came after
it had not received an answer to its Oct. 21
wire. The Commission informed Mr. Black
that since he is not the licensee of KTHE,
his operation of the station is in violation
of the law, that his verbal agreement with
the licensee is not sufficient to authorize
operation of KTHE by him, and that his
application for assignment of license cannot
be processed while he continues to operate
the station.
FTC Decision Finds Bottlers
Clear in Merchandising Tie-ups
Coca-Cola Bottling Co. of New York Inc.
and Pepsi-Cola Co., New York, will be
cleared in a Federal Trade Commission com-
plaint case involving use of radio-tv mer-
chandising plans, if the recommendation of
a hearing examiner holds.
Examiner Abner E. Lipscomb in separate
initial decisions for the two firms said that
FCC attorneys have no evidence to disprove
the respondents' defense. Both hinged on
contentions that contracts referred to in the
complaints were local transactions, made by
local concerns. The soft drink companies
were in the group of nine charged with
favoring chain store customers over others
by using broadcast store promotion plans
[Government, beginning July 30, 1956].
Six of the accused firms are appealing an
initial decision by Examiner Lipscomb which
would prohibit further use of the merchan-
dising plans unless benefits were available
to all store customers [Government, Oct.
28].
Broadcasting
Cumberland Gap— where you can walk in the footsteps of Daniel Boone
Beyond the mountain wall was danger, hardship, per-
haps death, but Daniel Boone was a man who had to go
there. And so, in 1775, he led a party of pioneers
through Cumberland Gap into the Kentucky wilderness.
The Wilderness Road that he hacked out was to become
one of the major arteries in the settlement of the West.
Today Cumberland Gap has been set aside for you as a
National Historical Park — a gift to the people of the
United States from Kentucky, Tennessee and Virginia.
Here, where these three states meet, you can find traces
of the original Wilderness Road, Civil War fortifi-
cations, limestone caves and other interesting geologic
formations.
From the Pinnacle, a rocky cliff that towers above the
Gap, you can see some of the East's most spectacular
mountain scenery, little changed since the days of the
Shawnee war parties.
It has been nearly two centuries since Boone went through
the Gap and opened up the Wilderness, but Americans
are still pushing back frontiers exploring the unknown.
The microscope and the slide rule have replaced the long
rifle, but the pioneering spirit remains unchanged. It is
the story of America's past— it is the hope of America's
future. You feel it strongly at Cumberland Gap.
FREE Tour Information -=r
If you would like to drive to Cumberland Gap, or any-
where in the U.S.A., let us help plan your trip. Write:
Tour Bureau, Sinclair Oil Corporation, 600 Fifth
Avenue, New York 20, N. Y— also ask for our colorful
National Parks Map.
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—your National Park System. Cumberland Gap National His-
torical Park and scores of other units of the System are being
soundly developed and more adequately staffed, thanks to Mis-
sion 66. Its purpose is to enable more and more Americans to
enjoy their priceless properties wisely, while safeguarding them
fully for future generations.
SINCLAIR
A Great Name in Oil
Another in Sinclair's American Conservation Series
Broadcasting
November 25, 1957 • Page 85
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CONTINUED
U. S. Might Use Eminent Domain
To Get Tv Time, Professor Says
Garnet R. Garrison, director of television
of the U. of Michigan, Ann Arbor, thinks
the government might use the right of emi-
nent domain to put on educational programs
in top-quality, commercial television time.
He posed the idea in a speech before the
Ann Arbor Rotary Club Nov. 13, telling
club members that education shows for mass
audiences would give a powerful boost to
development of the country's scientific and
intellectual processes.
Referring to a national shortage of science
and mathematics teachers and technicians,
Mr. Garrison said, "If tv is good enough to
motivate a desire to purchase consumer
goods, it's good enough to stimulate the de-
sire to learn, to transmit to the many the
educational leadership of the best."
Educational tv programs and noncom-
mercial stations reach neither masses of chil-
dren nor adults, Mr. Garrison said. "The
principle of the right of eminent domain,
whereby local, state and national govern-
ments may appropriate property for public
use such as housing, schools and roads, may
provide a possible parallel in the period
ahead of us. Why should not the appropriate
governmental agencies have power to exer-
cise the right of eminent domain over
broadcast time segments, taking over, if
purchase is not easily possible, prime time
spots on commercial stations and network
so as to provide program outlets?" he asked.
FCC Orders Hearing on Sale
Of KREM-AM-FM-TV by Wasmer
The hotly disputed $2 million sale of
KREM-AM-FM-TV Spokane, Wash. (ch.
2), by Louis Wasmer to KREM Broadcast-
ing Corp., largely owned by Mrs. Dorothy
S. Bullitt, [At Deadline, July 15] is in for
a thorough FCC inspection.
Television Spokane Inc., which at one
time withdrew from a comparative struggle
for ch. 2 with compensation, has insisted
that part of its withdrawal agreement with
Mr. Wasmer included a "first refusal"
option to buy KREM-TV (only) if it was
ever up for sale. Mr. Wasmer denied this,
stating that Television Spokane never made
an actual offer. He proceeded to sell the
three-station package to Mrs. Bullitt, who
is principal stockholder of KING-AM-FM-
TV Seattle and KGW-AM-TV Portland,
Ore.
Last week the FCC ordered a hearing on
all aspects of the dispute including whether
Mrs. Bullitt's purchase might give her undue
concentration of media in the northwest. It
also ordered Mr. Wasmer and Mrs. Bullitt
to return the situation to "status quo" within
30 days if the sale has already been con-
summated. Comr. Richard Mack abstained;
Comr. T. A. M. Craven dissented.
FCC Sets Dec. 20 for Comments
The FCC last week invited comments
by Dec. 20 to the proposals for changes
in the tv table of channel assignments by
Page 86
November 25, 1957
M&M Broadcasting Co., permittee of
WMBV-TV Marinette, Wis., ch. 11, and
by Television City Inc., permittee of WTAE
(TV) MeKeesport, Pa., ch. 4. WMBV-TV
wants to shift to Green Bay, Wis. WTAE
(TV) wants to shift from Irwin, Pa., to
Pittsburgh.
WLOF-TV Granted Modifications
Despite Protests by WORZ
WLOF-TV Orlando, Fla. (ch. 9), last
week was allowed to proceed with power
and antenna hikes, transmitter modifications
and other changes in spite of the protests
of WORZ Orlando, which last June was the
loser during FCC proceedings for the chan-
nel assignment.
WORZ currently is before the U. S. Court
of Appeals seeking another FCC hearing.
It thinks any improvements made by WLOF-
TV (broadcast target date unknown) in the
meantime will reduce WORZ' chances of
winning if the court ever remands the case
to the FCC. But the Commission told WORZ
that its fears of being at a disadvantage are
groundless unless the court instructs the
FCC to consider the modifications.
FCC Delays Grant to KQAK,
Though KAUS Protest Dropped
A complaint of possible economic injury
against am applicant KQAK Austin, Minn.,
was dropped when the protesting resident
station, KAUS Austin, refused "to the last"
to produce its books and show how it stood
to be injured.
But the FCC last week nonetheless post-
poned its previous grant to KQAK and
designated its application for a hearing.
KQAK had claimed that KAUS no longer
had a case against it when that station
withdrew its charges.
But the Commission still wants to look
into the possibilities of interference and
violation of its 10% rule. That rule, with
exceptions, requires an applicant to serve at
least 90% of the population within its
normally protected contour. KAUS main-
tains that KQAK won't be able to do this
because of interference.
Three More Fm's Want Extension
WNAV-FM Annapolis, Md., last week
joined the ranks of those fm outlets unwill-
ing to comply with the FCC's multiplexing
requirement which is scheduled to become
effective Jan. 1 [Government, Nov. 4].
The station, which specializes in store
broadcasting, asked the Commission to de-
lay the required effective installation date of
the new equipment until next July. Other-
wise, it said WNAV-FM will be forced to
discontinue operation or drastically change
its format, which is unfeasible.
Two other fm outlets, KUTE-FM Glen-
dale, Calif., and WEAW-FM Evanston, 111.,
both concerned with equipment problems,
also want a waiver until July 1. The FCC
already has postponed the effective date
several times in response to similar fm sta-
tion requests.
Broadcasting
I read no trade
publication more
thoroughly than
Ad Age . . ."
says VICTOR ELTING, JR.
Vice-President/ Advertising
The Quaker Oats Company
There is no trade publication I read more thoroughly than
Advertising Age, both with respect to current news and
certainly for its contributor columns. It is the best paper
anyone in advertising — client or agency — can read."
VICTOR ELTING, JR.
A Princeton graduate, Mr. Elting has been
with The Quaker Oats Company since 1931,
when he started working in the package de-
partment of the Cedar Rapids plant. In 1934,
he moved on to the production department
in Chicago, and in subsequent years broad-
ened his experience with retail selling and
working with Quaker's new products. By
1943, Mr. Elting was manager of the product
development department. Before succeeding
to his present position as vice-president in
charge of advertising (in 1953), he had been
first a product manager, and then director
of advertising.
In connection with his leisure-time activities,
Mr. Elting describes himself as "a small-boat
man," explaining that he enjoys piloting
racing shells, canoes and sailboats. Among
his other interests outside the field of adver-
tising is the Lake Forest (III.) Public School
System, which he serves as a board member.
® QHfl
It's a safe bet that most of the advertising executives who are
important to you rely on Advertising Age to keep on top of the news in
this dynamic field. More than a news magazine, Ad Age
also spotlights the trends and developments of marketing which help
guide market and media selections. It's no surprise, then, that
not only those who activate, but those who influence today's
broadcast decisions consider Ad Age vital reading.
The Quaker Oats Company, for example, ranks among the top
broadcast advertisers. A leading maker of cereals, pancake mixes and other
products, this company earmarked more than a third of its
1956 budget for measured media just for television. Allocations for
network time totaled over $2,900,000, while more
than $619,000 was spent for spot advertising. Television expenditures for
1957 are expected to exceed the 1956 mark.
Every week, 19 paid-subscription copies of Ad Age get a thorough
going-over by Quaker executives with an interest in marketing. Further,
105 paid-subscription copies get similar readership at
Needham, Louis and Brorby, Inc. and Wherry, Baker & Tilden, Inc.,
the agencies coordinating Quaker tv.
Add to this AA's more than 39,000 paid circulation, its tremendous
penetration of advertising with a weekly paid circulation
currently reaching over 11,000 agency people alone, its intense readership
by top executives in national advertising companies, its unmatched
total readership of over 145,000 — and you'll
recognize in Advertising Age a most influential medium for swinging
broadcast decisions your way.
200 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS
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Broadcasting
November 25, 1957 • Page 87
FILM
AAP Makes New Sales;
No Word on NTA Deal
Associated Artists Productions last week
announced a series of new sales to stations
of features it distributes, indicating business
was "bright and as usual."
But not so clear was the disposition of
AAP itself. As of late last week, National
Telefilm Assoc., New York, stood on its
original statement of two weeks ago that it
has signed a contract for the purchase of
more than 50% of the stock outstanding in
AAP Corp. [Film, Nov. 18].
Despite the NTA's stand, speculation
flourished that NTA's bid may be blocked.
Just how this could be achieved and by
whom was not made clear. Interjected were
these possibilities:
• Sale of majority stock in the motion
picture company to United Artists. Reports
circulated — but UA refused comment
Thursday — that UA held a commitment
allegedly made prior to NTA's for purchase
of AAP stock owned by Board Chairman
Louis Chesler and associates.
• Elliot Hyman, AAP's president, who re-
portedly wanted the company to continue
in its present form, was said to be seeking
additional financing with the hope that
enough stock can be marshaled among other
shareholders to block the Chesler sale.
• An unconfirmed report that Paramount
Pictures might enter in the jockeying and
put forth a bid on AAP.
None of these reports could be confirmed.
Other than by NTA, there was no concrete
evidence nor comment expressed. UA, for
example, was tight-lipped, queries to that
firm in New York eliciting only a "no com-
ment." Paramount officials were not avail-
able. Mr. Hyman could not be reached and
other AAP officials were not talking to
newsmen.
AAP sales reported Thursday: KTVU (TV)
Oakland (San Francisco market), not yet on
the air but expected to premiere in the
spring, for all the first-run Warner Bros,
features, some 500 in all; WRAL-TV Ra-
leigh, N. C, for the entire Warner library
including cartoons; WTVM-TV Chattanoo-
ga, the entire Warner library, and Warner
features to WICU-TV Erie, Pa., and WPBN-
TV Traverse City, Mich. Still others:
WTTV-TV Indianapolis, for a package of
Warner features and cartoons, "horror-
mysteries" and westerns and the Sherlock
Holmes tv film series; horror-mystery pack-
age to WITN-TV Washington, N. C;
KFMB-TV San Diego; KERO-TV Bakers-
field, Calif., and westerns to WGN-TV Chi-
cago; Popeyes to WGEM-TV Quincy, 111.,
and WFMY-TV Greensboro, N. C; Warner
cartoons to KFLY-TV Lafayette, La.; Gold
Mine library sections to WNOW-TV York,
Pa., and WTIC-TV Hartford.
Meanwhile, AAP reported about 1 1 sta-
tions already in for the four Christmas mo-
tion pictures it is distributing, with an av-
erage sale of two or more of the four films
to each station.
Screen Gems Accounts for 20%
Of Columbia Pictures' Gross
Screen Gems Inc., New York, accounts
for about 20% of the gross earnings of its
parent company, Columbia Pictures Corp.,
which envisions even better future results
from the tv film subsidiary.
These points emerged from a discussion
at Columbia Pictures' annual stockholders
meeting in New York last week. Abe Schnei-
der, first vice president of Columbia, re-
vealed that for the fiscal year ended last
June, Screen Gems' volume amounted to
$22 million, compared with $11 million in
the previous fiscal period. This was esti-
mated at 20% of Columbia's gross. Approx-
imately $4.5 million of the 1957 gross came
from leasing fully-amortized, pre-1948 fea-
ture films to tv, he reported.
Mr. Schneider told the meeting there is
"no truth" to reports Columbia is planning
to "spin off" Screen Gems. He pointed
out that SG has built up its production set-
up and its distribution system all over the
world and asserted that increased income
will accrue from sale of syndicated tv pro-
grams and feature films.
Desilu Buys Studios From RKO
A price of about $6,150,000 reportedly
will be paid by Desilu Productions, Holly-
wood, for studio facilities and real estate
owned by RKO Teleradio Pictures Inc. in
Hollywood and Culver City, Calif.
Negotiations were being completed last
week after an anouncement by Thomas F.
O'Neil, chairman of RKO Teleradio, and
Desi Arnaz, Desilu's president, that the
companies had agreed on basic terms. Con-
ducting the negotiations were Daniel T.
O'Shea for RKO and Martin Leeds for
Desilu.
Since Mr. O'Neil's acquisition of RKO
Radio Pictures in a $25 million transaction
[Film, July 25, 1955], most of the features
in the RKO library have been sold to Matty
Fox and RKO's distribution exchanges
closed about a year ago. Desilu's produc-
tions among others include Lucille Ball-Desi
Arnaz Show (CBS-TV); Walter Winchell
File on ABC-TV, and syndicated shows
Whirleybirds, Sheriff of Cochise, Official De-
tective and Those Whiting Girls.
Arthur Loew Quits Foreign Unit
Arthur M. Loew, former president of
Loew's Inc. (December 1955-October 1956),
last week resigned as head of Loew's foreign
subsidiary — Loew's International Corp. — ef-
fective Dec. 1. He has been earning $4,000
a week. Reason for his departure was not
made known. Mr. Loew, son of the late
Marcus Loew, founder of the firm, is the
third top executive to resign in the past year.
Others: Dore Schary, who had been produc-
tion head at Metro-Goldwyn-Mayer's film
studios (MGM is owned by Loew's) and
Charles C. Moskowitz, former vice president
and treasurer. Among the issues sounded
during the past year at Loew's has been a
charge that the company was not "cleaning
house" fast enough of its highly-paid "old-
line" executives.
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Page 88 • November 25, 1957
Broadcasting
il JOHN G. CULLEN, Chief Engineer, Station KRMA-TV, Denver, Colorado,
^^(mIAI Affiliate, Denver Public Schools System
KNOWLEDGE FOR THE ROCKY MOUNTAIN AREA
DENVER, COLORADO
"G-E camera tubes give us the clear, precise
pictures students require in educational TV!"
o ur viewers look in order to learn. They study
their TV screens closely. Whether adults or
children, professional groups or hobbyists, their
need for picture quality is higher than average.
"KRMA-TV's enthusiastic response from Rocky
Mountain audiences proves we broadcast pro-
grams that are easily seen, followed, and under-
stood. Here General Electric camera tubes serve
us well. Their resolution is sharp — our pictures
have exceptionally fine detail. Contrast is good.
Ghosting from image burn-in is almost unknown.
"And dollar-wise our camera-tube investment
has proved sound. Our records show that
General Electric tubes have long life. When
necessary, tube adjustments are made quickly
and fairly. We're pleased on three counts: quality,
costs, and helpful local service!"
* * *
Phone your nearby General Electric tube dis-
tributor for high-quality G-E Broadcast-Designed
camera tubes . . . for fast, helpful service!
, Distributor Sales, Electronic Components Division,
General Electric Company, Owensboro, Kentucky.
Tbogress Is Our Most Important Product
GENERAL HI ELECTRIC
FILM CONTINUED
NTA Net Income $1.95 Million
In Fiscal Year Ended July 31
National Telefilm Assoc., New York, re-
ported last week that net income for the
fiscal year ended July 31, 1957, amounted
to $1,094,031, equal to $1.60 per common
share on 682,526 shares outstanding, as
compared with a net income in the 1956
fiscal year of $441,877, equal to $0.68
per common share on the 650,000 shares
outstanding.
During the 12-month period a total of
$17,720,134 in exhibition contracts were
written in contrast with $5,793,975 for the
1956 period, the report revealed. It placed
film rentals for the 1957 fiscal year at
$10,976,479 as against $3,818,627 in fiscal
1956.
Total assets of the corporation at the
close of the fiscal year 1957 were listed
at $32,143,270, compared with $13,092,-
934 a year earlier. The report stated that
working capital on July 31,1957, was $11,-
806,936 and a year earlier amounted to
$2,837,055.
ABA, CBS-TV Film Sales Plan
'Attorney-at-Law' Series
The American Bar Assn., which has been
criticized by broadcasters because of the
prohibitions imposed by its Canon 35 on
courtroom coverage by radio-tv, last week
announced plans to team up with CBS Tele-
vision Film Sales and Producer Theodore
Granik on a series of 26 half-hour films
titled Attorney-at-Law.
ABA, which hopes through this series to
depict the legal profession in a "more ac-
curate light," will receive royalties from the
program and sponsorship approval in ex-
change for making available to Mr. Granik
some case histories. Not all stories will end
happily, ABA pointed out, but the series
won't make the lawyer appear as "A dupe
or charlatan, a twister of the law to suit a
shady character ... or an unmitigated
rascal."
Flamingo Buys Five RKO Series
Acquisition by Flamingo Telefilm Sales
Inc., New York, of the tv rights to five film
series from RKO Television is being an-
nounced today (Monday) by Robert Manby,
vice president of RKO Teleradio Inc. and
Herman Rush, president of Flamingo. The
properties involved are Screen Directors
PRISCIUASAI
7/SPEA£ FOR ,
YOUKSgLF^oHtf
• . » • • «\A^E
HAVE BEE
WVET
RADIO
P0CH ESTER, NA'
1Q
ANNIVERSARY
„ HOV-22
Playhouse, Soldiers of Fortune, Aggie, The
Big Idea and Animated Fairy Tales. RKO
Television, Mr. Manby said, retains the tv
distribution of its feature package and will
be able to "concentrate on its program of the
development and sale of various national
network series on which co-production deals
already have been set." Through this acquisi-
tion, Flamingo's catalogue totals 340 half
hours of tv films, plus features and 194 car-
toons, according to Mr. Rush.
Food Industry No. 1 User
Of Syndicated Films — Ziv
The food industry has been termed the
"No. 1 customer of syndicated tv film pro-
grams" by Ziv Television Programs, New
York. The company reported that 37%
of Ziv sponsors are processors, distributors
or retailers of food and beverages.
A study by the company's research de-
partment shows that the number of food
companies using Ziv tv shows has increased
49% in the past two years. The largest
gain within the food category, the study
reveals, came from soft drink bottlers, with
three times as many bottlers on the client
list today as compared with two years ago.
Bakeries were the most actively represented
group, in number of sponsors, followed by
supermarkets, food packagers, meat pack-
ers, soft drink bottlers, dairies and beers
and wines. Large regional advertisers in-
clude Hamm Brewing Co. (57 markets
on Harbor Command) , Interstate Bakeries
(70 markets on Cisco Kid), Quality Bakers
of America (18 markets on Men of An-
napolis) and Colonial Stores (15 markets on
Dr. Christian).
ABC-TV, SG Agree on 'Frankenstein'
ABC-TV and Screen Gems have made
a co-production agreement for Tales of
Frankenstein, a new series of 39 half -hour
tv films to be produced both in Hollywood,
where Screen Gems is negotiating with
Bryan Foy to produce 20 programs, and
in England, where James Carreras is sought
as producer. Production will start as soon
as possible, so ABC-TV and Screen Gems
salesmen may be able to start showing the
first films to prospective sponsors early in
1958, with series to be shown in the 1958-59
tv season.
Warner Completing N. Y. Move
Warner Bros, has announced that by Dec.
2 it will have completed the move of its
entire New York offices from 321 W. 44th
St. to the sixth and seventh floors of the
new Tischman Building at 666 Fifth Ave.
New space includes a two-story theatre with
a special 16 mm projection booth for tv
films plus a standard 35 mm movie booth.
Many offices will include built-in tv and
hi-fi sets. Warner's tv department will be
on the sixth floor.
Gould Starts Production Firm
Formation of Walter I. Gould Produc-
tions Inc., 15 E. 48th St., New York, to
make tv commercial films, has been an-
nounced by Walter Gould, formerly execu-
tive producer of Guild Films commercial
division.
PREPARING for Macy's Thanksgiving
Day parade, Popeye took to the air
in a test flight Nov. 1 1 in Akron, Ohio.
Created for Associated Artists Enter-
prises, merchandising arm of Associ-
ated Artists Productions [Film, Nov.
11], the sailorman will tower 56 feet
over parade crowds. According to
Goodyear, whose aviation products
division constructed the balloon, Pop-
eye will need a ground crew of at least
25 persons.
Page 90 • November 25, 1957
Ziv Tv Survey Claims Viewers
Wander Off at Station Breaks
There's not much of an audience for the
tv screen between programs, Ziv Television
Programs, New York, claimed last week
on the basis of a Cincinnati study.
Results of the survey released by Ziv
Tv show that 77% of an audience watching
a television show is lost when the program
ends, thereby decreasing the effectiveness
of break-time commercial announcements.
Commissioned by Ziv Tv, the study was
conducted by Burke Market Research Inc.,
Cincinnati, in that city during the week
June 3-10. Cincinnati is a three-station mar-
ket. Personal interviews were conducted in
1,000 homes with the questions concerning
viewing during the previous four-hour
period.
The survey, according to Ziv Tv, reveals
that between tv programs, 28% of the
audience leaves the room; 25% reads, makes
phone calls or otherwise turns attention
from the screen; 12% leave the house,
10% busy themselves by changing channels;
2% were not viewing but cannot specifically
account for their activities. This leaves 23 %
of the total group available for viewing
between program announcements, Ziv Tv
claimed.
John Sinn, president of Ziv Tv, asserted,
"while between program announcements
have a definite role in tv advertising, they
cannot do the same kind of effective selling
job that program sponsorship accomplishes."
Broadcasting
FILM CLIPS
RANDOM SHOTS
Consolidated Film Industries, Hollywood,
is constructing two-story addition to its 35
mm laboratory. Scheduled for completion
in five months, with construction cost of
approximately $500,000, annex will con-
tain 14 cutting rooms and expansion of
CFI's title and optical departments.
Animation Inc., Hollywood, announces
opening of new N. Y. office at 66 W. 53rd
St. Emile de Antonio, artists agent, has
been appointed Animation Inc. representa-
tive, replacing Eric Pomerance who will
devote his time to his own firm, Meridian
Productions.
TPA Inc. announces move of its west coast
headquarters from Sunset Blvd. to 5420
Melrose Ave., L. A.
Screencraft Pictures, N. Y., has acquired
all tv and non-theatrical distribution rights
to The Restless Sphere, detailed film report
on International Geophysical Year pro-
duced by BBC-TV and packaged by Robin
International. Sphere got its first nationwide
airing Oct. 20 when film report, narrated
by England's Prince Philip, appeared on
ABC-TV. Screencraft is making Sphere
available in both 80-minute and 56-minute
versions.
SALES
Screen Gems Inc., N. Y., reports sale of
German-dubbed version of its Father Knows
Best half-hour tv film series for showing
throughout West Germany.
ABC Film Syndication, N. Y., announces
eight sales last week in its 26 Men half-
hour tv film series. Contracts were signed
by Burgermeister beer for showing on
KOLO-TV Reno; McKenna Inc., on
WLVA-TV Lynchburg, Va.; Hymbaugh
Motors on WTVH (TV) Peoria, 111.; Gus-
tafson Dairy on WDBO-TV Orlando; Stand-
ard Oil (Indiana) on KGLO-TV Mason City,
Iowa; WTVY-TV Dothan. Ala., and
KOOK-TV Billings, Mont.
INS-Telenews Newsfilm Services reports
33 sales in two weeks. 1957 Sports Year-
end Review and News Year-End Review
were sold in Tokyo and Osaka, lapan, and
to KUAM-TV Guam, adding to 10 sales
made outside U. S. Both shows were signed
by additional stations in Traverse City,
Mich.; Madison; Seattle; Kennewick, Wash.;
Green Bay; Portland, Ore., and Bay City,
Mich. News Year-End placed in Spokane.
Twelve contracts for regular INS Tele-
news Services were WIMR-TV New Or-
leans and its affiliated stations WRIK (TV)
Ponce and WORA (TV) Mayaguez, both
Puerto Rico; WILK-TV Wilkes-Barre;
KXLY-TV Spokane; WSFA-TV Mont-
gomery, and WRVA-TV Richmond. Week-
ly News Review and This Week in Sports
sold to KNTV-TV San Jose, Calif., Sports-
reel picked up by KP AC-TV Port Arthur,
Tex.; KTNT-TV Tacoma, and Manila Of-
fice of Grant Adv. for GZAQ-TV Manila.
Broadcasting
5 S O O S
UNSET BOOLE>
.OLLVWOOD 28-
October 18, W57
UWI4 E- A«H01-'>-J*-
V5« fit***"*
Mr W.ck Dinsmore
SS^Bead^ood Drive
^Uy^od 28, California
Dear Dick:
„bXue chip- accounts sucand.es>
Wlj££l£f S Sp aAd Upton Tea.
tte^e " - t. ^ .easily since our first
to short, ve^mninv. nwiii-.flfrt.rBiift.irr, ■ ■ mh%m
"MLfMs
•our rating increas
on first telecast .
ed toy
"SHOCK"— 52 of the greatest spine-tingling features
including the original "Frankenstein",
"Draeula", "Wolf Man", "The Mummy"
and other famous shockers!
Your city is ready for the "SHOCK treatment"!
LEW ARNOLD, Vice President
N
NEW YORK
TELEVISION SUBSIDIARY OF COLUMBIA PICTURES
711 FIFTH AVENUE ■ NEW YORK 2 2, N.Y.
DETROIT • CHICAGO • HOLLYWOOD
NEW ORLEANS
November 25, 1957
Page 91
MANUFACTURING
KVOO-TV blankets north-
eastern Oklahoma with the
tops in network and local pro-
gramming. This coverage is
backed up by revealing market
research, merchandising and
promotion aids, and constant
attention to your account and
problems.
"wampum"
KVOO-TV blankets a Si-
billion market. Out of the top
90 key industrial markets,
Tulsa has the fastest dollar
value growth of any city in
the nation.* If you have some-
thing to sell, you can sell more
of it in northeastern Okla-
homa . . . over KVOO-TV.
»U. S. Census of Mfg., U. S. Dept. of
Commerce
NOW A
VAll-ABWEH
A wide selection of good spots in popu-
lar participating shows. I.D.'s, 20 sec,
and 1 minute spots in all classes. Check
up to the minute availabilities with
your nearest BLAIR-TV man.
For current availabilities contact
any office of Blair Television Associates.
NEW COLOR CAMERA
ANNOUNCED BY GE
• Smaller size claimed for unit
• Maker cites other features
A new and smaller type of live color tv
camera was introduced Wednesday by Gen-
eral Electric Co. at the opening of its new
WGY-WRGB (TV) broadcast center in
Schenectady, N. Y.
J. Milton Lang, general manager of GE
broadcast station operations, demonstrated
a pre-production model of the new camera,
under development more than a year at the
GE technical products department in Syra-
cuse, N. Y.
Three image-orthicon tubes are used to
pick up red, green and blue color signals.
"But here, any resemblance to current
available color tv cameras ends," Mr.
Lang said. He said the camera weighs 215
pounds, about 75 pounds less than most
models. Dimensions are 34x18x22 inches,
about ten inches shorter, three inches nar-
rower and an inch lower than current cam-
eras, he added.
Printed circuits and transistors are used
to cut down size. This cut in size is expected
to aid tv cameramen, especially in situations
requiring downward panorama takes. Spe-
cial circuitry is described as insuring truer
registration of colors, with no blur or run-
over into other colors. A new optical system
is said to eliminate the need for many glass
surfaces through which color signals pre-
viously were required to pass. The result
is improved color quality, Mr. Lang said.
The system was developed by the GE
laboratory.
Paul L. Chamberlain., manager of market-
ing for broadcast and military equipment
in the technical products department, said
the reduced size and simplicity of the cam-
era are in keeping with the company's es-
tablished trend toward simplicity and minia-
THE NEW GE color television color cam-
era, unveiled Wednesday, is demonstrated
by trio of GE broadcast engineers who
headed the development team that perfected
the small-sized camera. Left to right, J. F.
Wiggin, A. Gula and W. L. Shepard.
turization of complex broadcast equipment.
He said it will go into production in the
immediate future. John Wall, broadcast
equipment sales manager, said no price tag
has been put on the camera but it will be
priced competitively in the $50,000 color
camera field.
W. L. Shepard and J. F. Wiggin, GE
broadcast development engineers, headed
the team that perfected the camera, which
has been put through tests at WRGB. Pro-
duction models are to be shown at the
NARTB convention in Los Angeles April
27-May 1. The camera is divided into
hinged panels and plug-in assemblies. It has
controls and operating features that per-
mit on-the-spot adjustments in color regis-
tration. Once adjusted, it becomes mechani-
cally and electrically stable, according to
GE. Two of three camera cables required
on current models are eliminated by new
circuitry, the cable running to the control
console.
Former GE President Swope Dies;
Was Director of RCA Units
Gerard Swope, 84, former president of
General Electric Co. and a former director
of NBC and several RCA subsidiaries, died
of pneumonia Wednesday at his New York
home.
Mr. Swope, who assumed GE's presidency
in 1922 after working his way through the
ranks of Western Electric Co., is credited
with taking GE out of its exclusive incan-
descent lamp business and putting it into
household product diversification.
He retired from GE in 1939 but resumed
the presidency in 1942 for two years while
Charles E. Wilson held a government post.
Survivors include his brother, former New
York World Executive Editor Herbert
Bayard Swope, three sons and a daughter.
Baltimore's 3-Way Candelabra
To Incorporate New T-l Steel
Baltimore's three-way candelabra tv tower
is scheduled to be erected next year incorpo-
rating a special steel, "T-l," developed by
U. S. Steel Corp. for strength, compactness
and economy. Construction of the new
tower for WBAL-TV, WJZ-TV and WMAR-
TV gets underway in February, a year after
announcement of the joint project [Sta-
tions, Feb. 18].
Designed by Dresser-Ideco Co., Colum-
bus, Ohio, the tower will provide three
107-ft. antennas, for a total height of 729
feet. The superstructure will rest on three
622-ft. legs, with points of the platform
100 feet apart. Legs of the structure will be
JOHN PAOL SAID
"don't give
up the ship
...AMDV!
DJPMT
WVET
RADIO
R0CH ESTER, IW
1Q
ANNIVERSARY
Page 92 • November 25, 1957
Broadcasting
I '
...AND BRING GOOD
HEALTH TO ALL
U ^ help W 1B
THESE STARS have contributed their talent to make this
public service campaign material available to you . . .
RADIO ■ 15 minute transcribed programs starring:
THE ANDREWS SISTERS, LOUIS ARMSTRONG, TONY BENNETT, EDGAR BERGEN
AND CHARLIE McCARTHY, LES BROWN, EDDIE FISHER, TENNESSEE ERNIE FORD
JACKIE GLEASON and his orchestra, BENNY GOODMAN, LAWRENCE WELK
produced by Hu Chain Associates, New York
• Transcription of 20 celebrity spot announcements
• Transcription of 20 recording artist spot announcements
especially designed for disc jockey shows
TELEVISION:
1- minute and 20 -second film spots featuring:
TONY CURTIS
BURT LANCASTER
plus "miniature documentaries"
8-second ID
Produced by Freedom Films
Goldwyn Studios, Hollywood
SLIDES, BALOP CARDS,
FLIP CARDS and POSTERS
greyed and color
^ For NETWORK use, contact: NATIONAL TUBERCULOSIS ASSOCIATION,
Public Relations, 1790 Broadway, New York 19, N. Y. Circle 5-8000, Extension 280
For LOCAL use, contact: YOUR TUBERCULOSIS ASSOCIATION
in your own community
51st ANNUAL CHRISTMAS SEAL SALE
NOVEMBER 15 through DECEMBER
TONY CURTIS
BURT LANCASTER
Broadcasting
November 25, 1957 • Page 93
MANUFACTURING continued
FINISHING touches are put on the first
videotape recording-playback machines
to come off the Ampex Corp. assembly
line in Redwood City, Calif., fulfilling a
production schedule announced seven
months ago. KING-TV Seattle and
KGW-TV Portland, Ore., got two of the
first four production models [At Dead-
line, Nov. 18], priced at $45,000 each.
Prototype models of the Ampex machines
have been used by networks for the past
year. Ampex says it has solved the color
problem and later will make electronic
conversion units available.
T-l steel, a quenched and tempered low
carbon alloy. Features claimed for T-l
are ability to withstand unusual stresses, re-
sulting in lower space and bulk require-
ments and high resistance to atmospheric
corrosion.
Another Dresser-Ideco-designed tower
utilizing T-l is the 1,199-ft. structure built
for WBZ-TV Boston to replace the one it
lost to Hurricane Carol. A 44% space sav-
ing was made in the cross-sectional area of
the leg bars in the Boston tower because
of the new steel's strength, it is claimed. T-l
tower legs, thinner and stronger than those
of structural carbon steel, result in decreased
wind pressure in addition to material sav-
ings, according to the supplier.
Fort Pitt to Drop Brewing,
Concentrate on Electronics
Fort Pitt Industries Inc., Pittsburgh, Pa.,
which has completed arrangements to lease
its Fort Pitt beer label to Gunther Brewing
Co. of Baltimore, is negotiating with an un-
identified manufacturer of phonograph
equipment to market the high fidelity prod-
ucts of its subsidiary, J. P. Seeburg Corp.
The disclosure came simultaneously with
Fort Pitt's announcement it is relinquishing
its brewery activity and concentrating on the
electronics work of the Chicago-based See-
burg firm.
Seeburg, which manufactures record-play-
ing assemblies for jukeboxes and for broad-
cast and industrial use, has a reported back-
log of specialized electronic equipment
amounting to $6.5 million. Electronics and
missile research at Seeburg is being accele-
rated in view of the government's expected
boost in missile production.
Tv Set Output in Next Decade:
Hotpoint Predicts 96.3 Million
The American tv set-manufacturing in-
dustry will ship some 53.2 million mono-
chrome and 43.1 million color receivers
to market by the end of 1967. That pre-
diction was projected by Hotpoint Co. in its
annual ten-year appliance forecast last week.
The Hotpoint breakdown foresees factory
shipments of seven million tv sets in 1957.
including 200,000 color units. By 1962,
however, color should account for four mil-
lion out of 9.6 million receivers. The turn-
ing point in the balance between black-and-
white and color sets should be reached in
1963, with the latter accounting for 5.2
million out of a predicted 10 million ship-
ments. From then on, color tv sets will
continue to exceed monochrome, reaching
8.5 million as against 2.6 million mono-
chrome units in 1967.
The color timetable in Hotpoint's break-
down, which seeks to depict industry
growth and sales potential for dealers and
distributors, follows: 1958—300,000 (out
of 7,650,000 sets overall); 1959—450,000
(8,150,000); 1960 — 1 million (8.7 mil-
lion); 1961—2 million (9.2 million); 1962
— 4 million (9.6 million); 1963—5.2 mil-
lion (10 million); 1964—6.5 million (10,-
350,000); 1965—7.2 million (10.7 million);
1966—8 million (10.9 million); 1967—8.5
million (11.1 million).
Neary Retires at Lehigh Dec. 1
John F. Neary, sales manager of the
radio and export division, Lehigh Struc-
tural Steel Co., New York, a major supplier
of towers for radio-tv stations, retires Dec 1 .
He has been with Lehigh 25 years and prior
to that was with Blaw-Knox and Miliken
Bros. Mfg. Co.
...its words
to the wise
are sufficient
COfiffl'MTIBS'S
Ml
"For the same reasons
that the best ad lib is
a well-rehearsed ad lib,
the TelePrompTer is
an essential ingredient
for best on-the-air
performance."
Mr. Ewald Kockritz
Vice President,
Director of Programming
Storer Broadcasting Company
You can ad lib the words as well
as the message with TelePrompTer
11 CORPORATION
Jim Blair, Equip. Sales Mgr.
311 West 43rd Street, New York 36, N. Y., JUdson 2-3800
The TelePro 6000 is the only rear screen projector
that offers complete remote control.
Page 94 • November 25, 1957
Broadcasting
MANUFACTURING SHORTS
Sylvania Electric Products announces
"Sylouette," 21 -inch tv console with cabinet
depth of 10-inches. Set utilizes 110 degree
deflection tubes which are six inches shorter
than those used in older deflection systems.
Packard-Bell Electronics Corp., L. A., an-
nounces it expects sales of over $32,000,-
000 for fiscal year ended Sept. 30, 1957,
and net profit after taxes of more than $1
per share.
Camera Equipment Co., N. Y., announces
it is exclusive U. S. dealer for Sharps color
chart and grey scale. Chart shows in ad-
vance how colors will reproduce in mono-
chrome in tv, cinematography, photography
and graphic arts.
General Precision Equipment Corp., N. Y.,
declares dividend of 60 cents per share on
common stock, payable Dec. 15, 1957, to
stockholders of record Nov. 27, 1957. Also
for same date: quarterly dividend of $1.18-
% per share on $4.75 cumulative preferred
stock; quarterly dividend of 40 cents per
share on $ 1 .60 cumulative convertible pref-
erence stock and quarterly dividend of 75
cents on $3 cumulative convertible prefer-
ence stock.
Superscope Inc., Hollywood, is introducing
"Sterecorder," portable recorder-reproducer
of stereophonic sound which can be used
anywhere for taping live performances and
binaural broadcasts. Unit, priced at $549,
comes equipped with two high impedance,
dynamic microphones, hysteresis synchro-
nous driver motor, two built-in preampli-
fication and power amplification channels
with separate controls and two P. U. meters.
Fairchild Camera and Instrument Corp.,
Syosset, N. Y., announces new automatic
self-feeding portable rapid film processing
unit able to develop dry to dry 16 mm film
at rate of up to 10 ft. per minute. Styled
"Mini-Rapid 16," unit is priced at $1,250
and will be available for January delivery.
Unit reportedly permits tv newsmen to air
100 ft. of film within 20 minutes after ex-
posure.
Raytheon Mfg. Co. announces opening of
new 42,000 sq. ft. electronic laboratory in
Santa Barbara, Calif., to be operated by
company's government equipment division.
0RVILLE SAK>
"THEY'LL KEVEB.GET,
THAT TSjHfl OFF T
we pro
I HW22
TRADE ASSNS.
600 CLIENTS SEE TVB'S 'VISION'
• Agency-advertiser delegates flock to Chicago meeting
• Strategy for weathering 'storms' laid down for members
Television, both as a medium and through
its main promotional organization, is facing
several storms on its road to stability and
public recognition. The tempests: newspaper
criticism, sales acceptance, space competi-
tion and toll tv.
This was the message some 600 agency-
client representatives heard at the Television
Bureau of Advertising's third annual mem-
bership meeting Friday at the Sheraton
Hotel in Chicago. They got an up-to-the-
minute "Vision of Television . . . 1958" in
a cellomatic presentation updating showings
in Los Angeles and San Francisco some
weeks ago.
The delegates were told that tv must con-
tinue to do a good deal more blowing of its
its own horn in combatting the competition
against it, and must emphasize on-the-air
promotion and aggressive selling.
Additionally, they were told that TvB will
carry the story to more and more advertisers
and agencies with the theme that results
should be measured in terms of sales results
per dollar expended.
The TvB board met Thursday, reviewing
several topics, including new sales-promo-
tion-research plans and the "take it to the
people" project calling for actual air tv com-
mercials, built around such themes as fam-
ily membership and community relationship.
The board welcomed two new members
— Joseph J. Weed, Weed Television Corp.,
and John Blair, John Blair & Co. They
took office Friday simultaneous with the
TvB membership meeting. A slate of direc-
tors and officers was up for nomination and
election that afternoon. [See At Deadline].
Messrs. Weed and Blair start two and one
year terms, respectively.
Revised recent findings of TvB for 1958,
delivered before a capacity agency-adver-
tiser house at a Friday morning breakfast,
claimed the tv advertiser has a built-in ad-
vantage because the homes that watch tele-
vision the most are also the ones that spend
most. The presentation said that homes in
the under-$3,000 income group spend $18
a week for groceries and spend 29 hours
per week with tv, while those in the over-
Si 10,000 group spend $52 a week for gro-
ceries and watch for 50 hours. Where the
small family spends $18 on food and
watches tv 23 hours per week, the presenta-
tion continued, the large family spends $35
and watches 58 hours.
Time spent with newspapers in these same
homes ranges from 10 to 15 hours a week,
We call ours spotnik
That's because with a spot cam-
paign WBNS Radio can nick top
sales off the $3,034,624,000.00 of
spendable income in the rich Cen-
tral Ohio Market. Out-of-this-world
programming causes Pulse to give
WBNS top rating in 315 out of
360 quarter hours, Monday
through Friday, 6 a.m. to midnight.
What better way for your sales
missile to come through!
Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
WVET
RADIO
pochester,n.y:
Broadcasti*""-
November 25, 1957 • Page 95
West Texas Television Network
KDUB-TV, LUBBOCK, TEXAS
KPAR-TV, ABILENE, SWEETWATER
KEDY-TV, BIG SPRING, TEXAS
NATIONAL REPRESENTATIVES: THE BRANH AM COMPANY
President and Gen. Mgr., W. D. "DUB" ROGERS
National Sales Mgr. E. A. "Buzz" Hassett
TRADE ASSNS.
CONTINUED
A LOOK at the "international checkerboard" was given by Henry Cabot Lodge, U. S.
ambassador to the United Nations, at a luncheon Nov. 13 sponsored in New York
by the Radio & Television Executives Society. L to r:. Francis N. Littlejohn, ABC
director of news and public affairs; William R. McAndrew, director of news, NBC;
Mr. Lodge; John Daly, vice president in charge of news, special events, sports and
public affairs at ABC (president of RTES), and Cecil Brown, ABC-TV news com-
mentator and president of Overseas Press Club. Mr. Lodge also explained how news
coverage of the UN registers on public opinion, thus affecting UN decisions. He
stressed the need of attention by radio-tv to the psychological field to help meet
Soviet competition.
compared to the 23-to-50-hour span in the
case of television.
The presentation advised advertisers to
"use television to its fullest. Don't just say
your product is best — show it is best . . .
use television as your selling tool by em-
ploying its motion, drama, excitement . . .
capitalize on tv's speed in reaching people
now for sales now, for profits now, for more
advertising now."
TvB also pointed out that "tv requires
only $1,420 at night or $1,050 during the
day to reach one million people — "while
newspapers require advertising budgets of
$10,790 and women's service magazines re-
quire $6,480 to deliver the same million
people."
The cellomatic presentation described tv
as a molder of corporate image, a teacher,
and a seller, with effective tools. It was
written and produced by George Hunting-
ton, TvB sales development director.
A talk by I. L. Eskenasy, executive vice
president of Adell Chemical Co. (Lestoil),
capped a Friday morning business session,
followed with a luncheon address by E. C.
Quinn, president of Chrysler Div., Chrysler
Corp.
W. D. (Dub) Rogers, TvB board chair-
man and president of Texas Telecasting
Inc., in opening the Friday business session
cited several obstacles in tv's path. He
noted television is not quite stabilized in
terms of facilities and services, along with
the "confusing atmosphere raised" by the
laments of critics both constructive and self-
interested "who have belittled our total
product and spoken irreverently at times of
our commercial contributions." Mr. Rogers
also recited the obstacle course set up by
"pay tv promotors with elaborate promises."
TvB today claims 238 members as
against 207 a year ago and has made mem-
bership advances among station representa-
tives and stations, he pointed out, also not-
ing increasing number of advertising sales .
presentations before clients, agencies and
various organizations, along with activity of
TvB's retail division. TvB soon will put out
a manual encouraging manufacturers to in-
clude television in their co-op aids.
Especially with tv, Mr. Rogers asserted,
success should be measured in "sales results
per dollars spent" and while tv is a higher
cost medium "when measured in almost
every other particular," it's the "least ex-
pensive medium" in terms of results.
"It is becoming more evident," Mr.
Rogers declared, that with each progressive
experience in tv, "this is the basic medium
for the national advertiser." If this concept
holds up, he added, many top national clients
"are underspending in the medium."
Among success stories cited by Mr.
Rogers for television — and particularly TvB
— were Sun Oil Co. (now heavily in the
medium), Jos. Schlitz Brewing Co. (which
increased its tv expenditures 26% over a
year ago), Greyhound Corp. (now with the
major part of its budget in the medium) and
H. J. Heinz Co. (which increased its video
outlay from 25% to 50%).
All in all, Mr. Rogers claimed, TvB has
moved "swiftly and energetically" to help
buttress strong tv sales efforts.
STILL
MARCH I M
WVET
RADIO
P0CHESTER,NY;
ANNIVERSARY
MOV.22
Page 96 • November 25, 1957
Broadcasting
Catholic Bishops Unit
To Include Radio-Tv
The Catholic Bishops of the U. S. have
extended the scope of the Episcopal Com-
mittee on Motion Pictures to cover radio
and television. It is charged with develop-
ing ways to evaluate broadcasting, in line
with the Sept. 8 encyclical by Pope Pius XII.
The announcement was made last week
by Bishop William A. Scully of Albany,
N. Y., chairman of the committee which
has been renamed Episcopal Committee for
Motion Pictures, Radio & Television. He
said a one-year study will be made "to deter-
mine the most suitable and acceptable means
of carrying out the aims and objectives" df
the Pope's encyclical on motion pictures,
radio and tv. The encyclical will be imple-
mented, he promised, as it is "applicable to
radio and television on the American scene."
Bishop Scully noted that the bishops at
their annual meeting at Catholic U., Wash-
ington, "praised this significant document of
the Holy Father for its clear instructions on
the moral and social responsibilities of those
who are engaged in the far-reaching and in-
fluential media of motion pictures, radio and
television." The bishops released a statement
on "Censorship" after their meeting [Trade
Assns., Nov. 11].
In its year's deliberation the enlarged com-
mittee presumably will decide whether or
not to extend functions of the National
Legion of Decency, which rates motion pic-
tures for the church, or to set up a separate
organization or settle on other means of
evaluating the broadcast media.
Members of Bishop Scully's committee
are Bishop Alden J. Bell, auxiliary bishop of
Los Angeles, new committeeman succeed-
ing Bishop Timothy Manning of Los An-
geles, who has completed his term; Bishop
John K. Mussio, Steubenville, Ohio; Bishop
James A. McNulty, Paterson, N. J., and
Bishop Hubert M. Newell, Cheyenne, Wyo.
Am, Fm Committees Appointed
By NARTB President Fellows
Two committees representing am and fm
members were appointed today (Monday)
by Harold E. Fellows, NARTB president.
Members of the am committee, which
WHEN THEY SAY
YOU'VE COMMITTED
LIBEL — SLANDER
PIRACY — PLAGIARISM
INVASION OF PRIVACY
COPYRIGHT VIOLATION
Be ready with our unique
INSURANCE
Adequate protection against embarrassing loss
at amazingly moderate cost. Write!
meets Dec. 10 in Washington, are F. C.
Sowell, WLAC Nashville, Tenn., chairman;
Grover C. Cobb, KFGB Great Bend, Kan.;
Mig Figi, WAUX Waukesha, Wis.; William
C. Grove, KFBC Cheyenne, Wyo.; Cecil
Hoskins. WWNC Asheville, N. C; Richard
H. Mason, WPTF Raleigh, N. C; John F.
Patt. WJR Detroit; Todd Storz, Storz sta-
tions; W. H. Summerville, WWL New
Orleans; Jerome Sill, WFPG Atlantic City,
N. J.; C. L. Thomas, KXOK St. Louis;
Merle H. Tucker, KGAK Gallup, N. M.;
Jack S. Younts, WEEB Southern Pines,
N. C; Charles R. Denny, NBC Radio;
Robert Eastman, ABN; Arthur Hull Hayes,
CBS Radio, and Paul Roberts, MBS.
Members of the fm committee, which
meets Dec. 6 in Washington, are Raymond
S. Green, WFLN-FM Philadelphia, chair-
man; Michael R. Hanna, WHCU-FM
Ithaca, N. Y.; Merrill Lindsay, WSOY-FM
Decatur, 111.; Fred Rabell, KSON-FM San
Diego, Calif.; Ben Strouse, WWDC-FM
Washington, and Edward A. Wheeler,
WEAW-FM Evanston, 111.
Philco's Fink New President
Of Institute of Radio Engineers
* Donald O. Fink, director of research for
Philco Corp., Philadelphia, last week was
elected president of the Institute of Radio
Engineers for 1958,
succeeding John T.
Henderson, principal
research officer of
the National Re-
search Council, Otta-
wa, Ont.
The other newly-
elected officer is
Carl-Eric Granqvist,
director of Svenska
Aktiebolaget Gasac-
cumulator. Stock-
holm-Lidingo, Swe-
den. New directors for the 1958-60 term
are G. S. Brown, professor and head of
the department of electrical engineering,
Massachusetts Institute of Technology, and
W. H. Doherty, assistant to the president of
Bell Telephone Labs, New York. Regional
directors elected for 1958-59 are Region 1,
R. L. McFarlan, consultant, Chestnut Hill,
Mass.; Region 5, E. H. Schulz, assistant
director of the Armour Research Founda-
tion, Chicago; Region 7, G. A. Fowler,
vice president of research, Sandia Corp.,
Albuquerque, N. M.
RAB Sets Year-End Campaign
Radio Advertising Bureau over the next
five weeks will go after 300 regional and
national advertisers in a last-minute year-
end "sales barrage." Emphasis will be placed
on regional advertisers, says RAB President
Kevin B. Sweeney. More than 250 indi-
vidual regional presentations will be made
in the following markets: Detroit, Toledo,
Charlotte, Birmingham, New Orleans,
Dallas, Columbus, Dayton, Louisville, Min-
neapolis, St. Louis, Richmond and Norfolk.
Nationally, some 50 calls are planned for
agencies and advertisers.
MR. FINK
EMPLOYERS REINSURANCE
CORPORATION
21 W. Tenth, Kansas City, Mo.
New York, Chicago, San Francisco,
107 William 175 W. 100 Bush
St. Jackson St.
Give them a happy
HENNESSY
HOLIDAY
As a flattering gift, or as a
host's tribute to esteemed
guests, Hennessy is always
the highest compliment.
HENNESSY
COGNAC BRANDY
84 PROOF
Schieffelin & Co., New York
Broadcasting
November 25, 1957 • Page 97
TRADE ASSNS. continued
THE new officer lineup of the Tennes-
see Assn. of Broadcasters following
this month's convention in Gatlinburg
is led by John P. Hart (seated, c),
president-manager of WBIR-AM-TV
Knoxville. who was elected president.
He succeeds Frank Corbett of WGAP
Maryville (seated, r) who becomes a
director. Carter Parham (seated, 1),
WDEF-AM-TV Chattanooga, is the
association's new vice president.
Standing (1 to r) are Henry Slavik,
WMC-WMCT (TV) Memphis, TAB
director: Henry Linebaugh, WATE-
AM-TV Knoxville, secretary-treasurer,
and F. C. Sowell, WLAC Nashville, di-
rector. Highlights of the TAB's 11th
annual convention were a broadcast
address by Gov. Frank Clement and
attendance at the Tennessee-Georgia
Tech football game as guests of the
U. of Tennessee, which participated in
the broadcaster meetings.
Cavagnaro Succeeds Taishoff
As National SDX President
Robert Cavagnaro, general executive of
the Associated Press in charge of operations
in the western states, was unanimously
elected national president of Sigma Delta
Chi, professional journalistic fraternity, at
its closing session in Houston, Nov. 16. He
succeeded Sol Taishoff, editor and publisher
of Broadcasting, who became chairman
of the executive council.
Elected vice president in charge of profes-
sional chapter affairs was James A. Byron,
news director of WBAP-AM-TV Fort Worth
and former president of RTNDA. Edward
Lindsay, executive editor of the Lindsay-
Schaub Newspapers (WSO Y-AM-FM
Decatur, part owner of ch. 3 WICA [TV]
Champaign), was elevated to vice president
in charge of expansion. Burt Marvin, U. of
Kansas School of Journalism, was elected
vice president in charge of undergraduate
affairs. E. W. Scripps II, editorial staff of
Rocky Mountain News, Denver, and
Spripps-Howard radio and tv stations, was
elevated from executive councilman to sec-
retary, and Buren McCormack, business
manager of Dow, Jones & Co., New York
(Wall Street Journal), was re-elected treas-
urer.
Re-elected executive councilmen were
William Ray, NBC midwest news editor,
Chicago; Robert M. White II, editor, Mexico
(Mo.) Ledger and V. M. (Red) Newton Jr.,
editor, Tampa (Fla.) Tribune (WFLA-AM-
TV). Elected to the council to succeed James
Pope, executive editor of the Louisville
Courier-Journal (WHAS-AM-TV), was
Walter Burrows, editor and publisher,
Orange Coast Newspapers, Costa Mesa,
Calif., and Prof. Robert Root, Syracuse U.,
Syracuse, N. Y., who succeeds Ted Scripps.
Radio, Tv Ought to Scratch
Each Other's Backs — Sowell
Radio and tv broadcasters should co-
operate "to see that whatever extra money is
available goes into some form of broadcast-
ing," F. C. Sowell, general manager of
WLAC Nashville, Tenn., said in an ad-
dress to Tennessee Assn. of Broadcasters,
which met Nov. 1 1 at Gatlinburg.
Mr. Sowell said, "A reasonable amount
of scratching one another on the back can
quickly prove of mutual benefit. Obviously,
smart advertisers are cognizant of the cover-
age offered by radio, and few, if any, ear-
mark all their advertising dollars for tele-
vision." He suggested, for example, that if
an advertiser buys tv as its air medium,
telecasters should urge him to allot the
rest of the budget to radio.
"We in radio already are encouraging this
procedure with excellent success," he said.
Reviewing radio's recent progress, he re-
minded that there are 38.5 million auto re-
ceivers, more than the number of radio
homes a decade ago.
WESCON Changes Board Setup,
Announces New Show Agreement
A new executive structure for the board
of the Western Electronic Show and Con-
vention (WESCON) and a new contract
between the West Coast Electronic Manu-
facturers Assn. and the Los Angeles and
San Francisco sections of the Institute of
Radio Engineers, which co-sponsor the an-
nual technical convention and trade show
alternately in Los Angeles and San Fran-
cisco, were approved at the annual business
meeting.
The chief change creates two new posi-
tions of equal rank representing the co-
sponsoring organizations: chairman of the
board and chairman of the executive com-
mittee. L. W. Howard, president, Triad
Transformer Corp., Los Angeles, was elected
board chairman, representing WCEMA.
Bruce S. Angwin, Los Angeles regional
manager of General Electric's electronic
components division, equipment sales, was
elected chairman of the executive commit-
tee, representing IRE.
Walter E. Peterson, director, electronics
division, Radioplane division of Northup
Aircraft Inc., Hawthorne, Calif., was named
convention director. The show director is
Hugh P. Moore, board chairman of Lerco
Electronics, Burbank, Calif. WESCON-1958
will take place Aug. 19-22 in the Pan Pacific
Auditorium, Los Angeles.
The Sound of Quality
U
In a quality market of 14 counties where
598,800 people spent $1,016,738,000
— a per capita average of
"1,885.00. ($204 above
the national average. )
Salesmanagement's
"Survey of Buying
.a Power — 1957"
For over 35 years the Quint-Cities' senior station
(Davenport and Bettendorf, Iowa - Rock Island, Moline and East Moline, Illinois)
Col. B. J. Palmer, President
Ernest C. Sanders, Manager
Mark Wodlinger, Sales Mgr.
woe
RADIO J®
. Peters, Griffin, Woodward, Inc.
Tri-Clty Broadcasting Co., Davenport, Iowa Exclusive National Representatives
Page 98 • November 25, 1957
Broadcasting
PROGRAMS & PROMOTIONS
MOBILE FIELD DAY
Mobile radio users are scheduled to
let their hair down on present and
future requirements of radio spectrum
space at the Dec. 4 meeting in Wash-
ington of the Institute of Radio Engi-
neers' Professional Group on Vehicu-
lar Communications.
A two-hour panel discussion is
scheduled for industrial, public safety,
land transportation, common carrier
and military radio users Dec. 5 at the
Statler Hotel. The panel will be mod-
erated by former FCC Comr. Edward
M. Webster, and members will include
FCC Chief Engineer Edward W. Al-
len Jr., Motorola Executive Vice
President Daniel E. Noble, Washing-
ton engineering consultant C. M.
Jansky Jr., AT&T radio engineer Fran-
cis M. Ryan and Atlantic Refining Co.
communications manager Mason S.
Collett. Another meeting on "Meeting
the Demands for Vehicular Communi-
cations" will hear Curtis B. Plummer,
chief of FCC's Safety & Special Radio
Services Bureau, and Warren Baker,
FCC general counsel.
UPCOMING
November
Nov. 29: Opening session. National Assn. of
Television-Radio Farm Directors, Chicago.
December
Dec. 6: NARTB Fm Committee, NARTB Hdqrs.,
Washington.
Dec. 6: Board of governors, Canadian Broadcast-
ing Corp., House of Commons, Ottawa.
Dec. 9: UP newspaper editors of New York
State, Hotel Syracuse, Syracuse.
Dec. 10: NARTB Am Committee, NARTB
Hdqrs., Washington.
Dec. 18: "Resurgent New England," state broad-
caster group organization meeting, Vendome
Hotel, Boston.
January
Jan. 24-26: American Women in Radio & Tv,
annual "Sight and Sound Seminar," Hotel
Biltmore, Palm Beach, Fla.
Jan. 30-31: 13th annual Radio & Television In-
stitute, School of Journalism, U. of Georgia.
February
Feb. 1: Farm Broadcasting Day, celebration to
be planned by NARTB and Dept. of Agri-
culture.
Feb. 3-7: American Institute of Electrical Engi-
neers, general meeting, Statler and Sheraton-
McAlpin Hotels, New York.
Feb. 13-15: 11th annual Western Radio and Tv
Conf., Bellevue Hotel, San Francisco.
TED SAID:
"IS EVSMMDY
HAPPY T
YOU
KNOW
WVET
RADIO
?0CH ESTER, NY.
Broadcasting
1Q
.ANNIVERSARY
I MW.22
KFOX Broadcasts Bonafide Buys
A Consumers' Shopping Service has been
instituted by KFOX Long Beach, Calif., to
inform listeners of specific "good buys" to
be found in the local shops. The station's
"shopper" (an ex-buyer and college mer-
chandising instructor) calls, unannounced,
at shops within the station's influence area
and tours at will, phoning in reports on the
values and bargains encountered. The sta-
tion reports that, "aside from bringing more
housewives and family people to the KFOX
audience and making retailers more aware
of radio's pulling power, Consumers' Shop-
ping Service is more evidence of radio's
flexibility. It further shows how easily radio
can depart from its supposed 'jukebox
formula' to better serve its vast audience
and its community."
"SPEREFE" Formed by WGAR
Northern Ohioans are "cordially invited
to become members of SPEREFE (Society
to Preserve and Encourage Radio Entertain-
ment for Everyone)" by WGAR Cleveland
in a folder it is mailing out announcing its
series of 20 weekly concerts by the Cleve-
land Orchestra (Sat. 7:05 p.m. EST).
KGAR's invitation goes on to say that, "It
seems sound to us, for instance, to run a
commercial on a $350 appliance in programs
that appeal chiefly to adults. . . . And that's
the reason why we continuously present the
best in popular music and jazz."
j^YBAKER'S
\&) DOZEN
w
ograms
W LH^f8" Indianapolis
Your Sfotion for NEW Pi
THIS "BAKER BOY" has been chosen
by ch. 13 WLWI (TV) Indianapolis as
its trademark. The station calls itself
"The Baker's Dozen" to take advan-
tage of its channel number. The signa-
ture is used on station breaks and in
all promotion and merchandising plan-
ning.
WINS Fan Wins German Shepherd
WINS New York, disturbed about Laika,
the Soviet "space dog," gave away a
pedigreed German shepherd to the listener
who submitted the most appropriate name
for an "earthbound pup" and who promised
never to allow it to be propelled into space.
Picked from 12,134 entries, a four-year-old
boy, ill with cancer, won the dog. He'll call
his new pet "Anchor."
THE JOY OF
THANKSGIVING MUSIC
in the
SESAC REPERTORY
Coming of the Pilgrims
Fields of Grain
Give Thanks and Praise to God
Give Thanks Unto the Lord
Harvest Holiday
Harvest Time
Hymn of Thanks and Praise
Now Thank We All Our Lord
O Give Thanks to the Lord
Prayer of Thanksgiving
Thanksgiving
Thanksgiving Bells
Thanksgiving Hymn
and many, many more in the
SESAC Transcribed
Library
"the best music in America"
Sesac Inc.
The Coliseum Tower
10 Columbus Circle
New York 19, N. Y.
November 25, 1957
Page 99
PROGRAMS & PROMOTIONS continued
OLDTIMERS gathered in studios of
WHO Des Moines this fall to celebrate
the 20th anniversary of the WHO
Cornbelt Farm Hour. Milestone broad-
casters were (1 to r): Don Hovey,
WHO music director; Ernie Sanders,
manager of WOC-TV Davenport,
Iowa, first announcer on the show;
Chief George Young Bear, Tama,
Iowa, farmer who appeared on one of
the early broadcasts in 1937; and Herb
Plambeck, WHO farm director, who
has been heard on all the Cornbelt
Hour's total of 1,040 weekly broad-
casts. Listeners sent flowers and cakes
for the birthday broadcast, which pre-
sented 20-year highlights of the show.
WCUE's Two-Month Teaser for 'Doc'
For two months WCUE Akron, Ohio, has
been running a teaser campaign to introduce
Doc Lemon, the station's new personality
to its listeners [People, Nov. 18]. Direct
mail pieces were sent to advertising agencies,
the press and record distributors in Cleve-
land, Detroit, Cincinnati, Columbus, Pitts-
burgh and Buffalo with a picture of a lemon
headed, "What will you do till the Doctor
comes?" On the days following, a blond
nurse visited the recipients and gave them
a prescription, which, when deciphered
showed the mixture would be lemonade.
WCUE put ads in a local paper showing a
picture of Mr. Lemon with the caption,
"The Doctor Is Coming Nov. 11" and, ac-
companied by the glamorous nurse, he called
on the agencies, press and record shops. A
cocktail party wound up the campaign.
THE GENERAL SAID
"old soldiers
NEVER. PlE..."
AMD
WE WPM'T
WVET
RADIO
ROCHESTER,^
ANNIVERSARY
L
WPEN Begins Live Broadcasts
Running 13 Hours on Sundays
WPEN Philadelphia announced Thursday
it has adopted a policy described as new to
the city's radio structure — 13 hours of live
Sunday programming. William B. Casky,
vice president and general manager, said the
station's schedule now includes "front-line,
top-selling personalities seven days a week."
The basic WPEN program format now is
based on live personalities around the clock.
The 13-hour Sunday bracket features, effec-
tive yesterday (Sunday), Jack O'Reilly and
Red Benson, who join Mac McGuire and
Frank Ford. Eventually the entire Sunday
schedule is expected to be live, following
what Mr. Casky terms "a bold, new concept
in Philadelphia."
Sputnik Helps Plug Oldsmobile
As Sputnik 2 and the '58 Oldsmobile
were due to arrive in Indiana about the
same time, WFBM Indianapolis and a local
Oldsmobile dealer cooperated to air a spe-
cial sputnik program Nov. 9, 4-5 a.m.
The car dealer, as sponsor of the early
morning show, recognized the coincidence
of the two advents as an off-beat way to
introduce the new model automobiles and
(together with Oldsmobile-plugs) the show
featured: interviews with planetarium offi-
cials, weather bureau personnel, persons
who had earlier reported seeing the satellite
and other space objects, as well as present-
ing general information and data on Sputnik
2. WFBM also made arrangements with
the Allison Division of General Motors to
use a plane in covering the sputnik's flight
over central Indiana and assigned news
staffer Jim Bechtel to do a remote broad-
cast from the plane.
Boston Symphony in Hi-Fi Series
A complete series of stereophonic con-
certs by the Boston Symphony Orchestra
is being carried by WCRB-AM-FM Wal-
tham, Mass. The stations have been sched-
uling four or more hours of stereophonic
broadcasts per week for the past four years
and, with the present orchestra series, it
now offers 12 hours a week. During the
Fourth Annual New England High Fidelity
Music Show the stations presented a total
of 28 hours of hi-fi music in three days.
The Northeast Plymouth Dealers Assn.
sponsors part of the Boston Symphony's
concerts and a stereo recording was pro-
duced of the automobile's motor for use in
its commercials. WCRB has had made a
"Stereo Listeners' Guide," which incor-
porates a slide-rule that shows how to set
up speakers according to room size. Several
thousand have been distributed to listeners.
Basement Decorated for Sounds
Somebody will have won himself a
basement by tomorrow (Tuesday), cour-
tesy of WVKO Columbus, Ohio. Since Nov.
1 1 disc jockey Bill Mertz has been airing a
series of "mystery sounds" on his morning
Bill's Basement Show (Monday through
Friday) and requesting that listeners collect
and submit them when the , contest closes
Nov. 26. The owner of the entry card t|jat
has the most correct answers, the earliest
postmark and is the neatest will win the
materials to completely decorate a base-
ment, including the ceiling materials, floor-
ing and knotty pine sheet rock paneling
for the walls.
WSRS Promotes Its Own Facilities
In a series of announcements directed at
the woman of the house, WSRS Cleveland
Heights, Ohio, is promoting its own adver-
tising potential as well as advertisers' prod-
ucts. The spots begin by asking if her hus-
band has been "on the complaining side
lately," then suggests that perhaps his reason
for being in bad humor of late is due to his
company's sagging sales. The station then
suggests that she get her husband to call
the WSRS sales department for complete
station data. The final portion of the an-
nouncement reminds the listener that it's
still a good idea to get the advertiser's
product — because he too, uses WSRS.
Wins $500 for 2 Bits of Bread
More than 30,000 entries were received by
WRR Dallas, Tex., during its five-week
Mystery Sound contest that ended Nov. 5.
Starting at $100, the prize money was added
to each week and reached $500 before the
sound was identified. In spite of repeats of
the mysterious sound and the 21 clues that
the station aired as to its identity, some
rather strange guesses were received, such
as, "A grasshopper with a wooden leg pick-
ing seeds out of a dill pickle," and "a cross-
eyed snake lost in a rope factory." The
actual sound proved to be two pieces of
bread being rubbed together.
ATTIC FIND
Programmers of WTOP-TV Wash-
ington, thumbing through a film cata-
log, found a two-year-old Army film
which they quickly screened and pro-
nounced "as timely as tomorrow's
newscasts." No time was lost in sched-
uling "The Challenge of Outer Space,"
presenting Dr. Wernher von Braun in
a lecture at the Armed Forces Staff
College, Norfolk, Va., and a question-
answer session between officers and
the Army missile expert. Programmed
by WTOP-TV Nov. 17 at 1:45 p.m.,
the lecture had been filmed in Octo-
ber 1955 and released in March 1956.
Station management commended
the film to the attention of sputnik-
conscious congressional committees
in advisory letters. Newsman Roger
Mudd, who provided commentary for
the show, singled out a timely quota-
tion at the end of the film. An officer
moderating the session concluded:
"Well, gentlemen, I think time has
run out on us."
Page 100 • November 25, 1957
Broadcasting
WAGA-TV ATLANTA, Ga., flew a plane over Grant Football Stadium during a
game to promote its Grey Ghost series. The plane towed a streamer displaying
the show's time, day and channel number to the crowd of 40,000.
C-P Announces Contest Winners
Colgate-Palmolive Co. announced last
week that Grace McElveen, WAFB-TV
Baton Rouge, La., and Charles Olson,
WREX-TV Rockford, 111., are winners of
$1,000 each for first prize in the company's
summer promotion contest for The Million-
aire series on CBS-TV. C-P also awarded
prizes of $100 each to James A. Buck,
WISH-TV Indianapolis; Robert G. Patt,
WCBS-TV New York; Bill McClinton,
WSTV-TV Steubenville, Ohio; Charles S.
Cogan, WTHI-TV Terre Haute, Ind.; Robert
H. Kimball, WAGA-TV Atlanta, Ga.; Doug
Sundby, KHSL-TV Chico, Calif.; Robert B.
Harris, WSEE-TV Erie, Pa.; N. L. Royster,
WSVA-TV Harrisonburg, Va.; Shirley Zim-
mer, KLAS-TV Las Vegas; Ray Huffer,
KDUB-TV Lubbock, Tex. Judging was
on the basis of outstanding promotion on the
series, which C-P sponsors. C-P agency in-
volved is Ted Bates Inc.
KLO's New D. J. Just Drops In
An Air Force carnival was being held at
about the same time as disc jockey Lew
Holder was to join KLO Ogden, Utah, so the
station decided that the arrival of its new
staffer would not go unnoticed. On the car-
nival's opening day Mr. Holder donned
parachute and was taken up in an Air Force
plane. An estimated 10,000 spectators were
introduced to the d.j. by seeing him jump
from 3,000 feet and parachute safely to the
ground.
KGHF's 'Operation High School'
"Operational High School" has become
an annual event at KGHF Pueblo, Colo.
For training purposes, the students from
four local high schools — Central, Centen-
nial, Pueblo Catholic and Pueblo County
WDXI-TV Q I
JACKSON, TENNESSEE ^ I
Channel 7 =
Covering |
half million |
people in |
the mid- |
South |
= Represented by Venard, Rintoul t, McConnell, Inc. =
— participate in operating the station for
one day, under the supervision of KGHF
personnel. The event was instituted in 1956
and proved so popular KGHF decided to
repeat it each year.
WFMY-TV Sponsors Scholastic Art
The 31st National Scholastic Art Awards,
one of the nation's largest art contests, is
being regionally sponsored by WFMY-TV
Greensboro, N. C. The competition, na-
tionally sponsored by scholastic magazines,
is open to all junior and senior high school
art students. WFMY-TV will arrange a
regional exhibition at Elliott Hall (N. C.)
Women's College and handle entries gath-
ered by art teachers in its viewing area.
Winning pieces of work will be sent to
New York after the exhibition to be judged
by distinguished artists and educators, for
the national prize. In addition to tuition
scholarships to art schools and colleges,
national winners can receive cash awards
totalling $20,000. Entries can be submitted
in any of 28 categories covering all phases
of creative art, from painting, fashion de-
signing and ceramics, to weaving, leather-
craft and photography.
Mummy Gives 'Shock' to Baltimore
"The Mummy," was the title of the pro-
gram in the WBAL-TV Baltimore Shock!
series Nov. 16, and the station featured a
3,500-year-old mummy in a "one-sided
repartee" with the program's host to give
it an added touch of realism. The mummy
was presented in an Egyptian sarcophagus
which post-dates her days on the Nile by
400 years. The mummy is owned by a local
amateur archeologist who says it has pre-
sented problems to him: "There's a state
law against keeping a dead body, but the
Maryland attorney general's office told me
he guessed it was all right for me to hold
on to her, because the mummy's so old."
Capt. Puget Plays Postman
Children who watch The Capt. Puget
Show over KOMO-TV Seattle (Mon.-Fri.
3:45 p.m., PST), are able to write to —
and get a letter from — Santa Claus, post-
marked "North Pole." The Captain is taking
a trip to Alaska to supervise Santa's replies
to the children and to see that they get
postmarked from that area. All letters ad-
dressed to Santa care of Capt. Puget will
have to reach him before he embarks for
WHY PAY FOR
DUPLICATE COVERAGE?
M5et
Grade "A"
Coverage of
Decatur-Springfield
is''
with
WTVP Q
Complete 2-in- 1 Coverage of a
BILLION
DOLLAR
MARKET with
lowest cost
per thousand.
1 time 10-second rate
comparison:
Station "A" Springfield
(1 city coverage) $25.00
WTVP Decatur &
Springfield (2-in-l
coverage) $35.00
wifhout duplication or triplication
\A/T\AD 213,000 W. ffbol
T T ▼ m CHANNEL 17 M
DECATUR, ILLINOIS
REPRESENTED BY GILL-PERNA, INC.
Broadcasting November 25, 1957 • Page 101
TUNES • NEWS • TIME
soys
I SELL MORE
because my
PULSE is ALWAYS
so o o HIGH!!
KSO
SAN DIEGO, CALIF.
SEE ...FOR JOE & CO., Inc.
say it over
WJR
the radio station that
reaches and influences
the fifth richest market
in the country. ..the
Detroit-Great Lakes area.
Here's WJR's primary coverage area. Ask
your Henry J. Christal man for proof of
WJR's dominance.
The Great Voice
of the Great Lakes
WJR
1 Watts wrns p„
50,000 Watts
Detroit
CBS Radia-Network
PROGRAMS & PROMOTIONS continued
the North Pole Dec. 14. He will be ac-
companied by one of the station's camera-
men who will record highlights of their trip
for showing on the program when they re-
turn.
'Maverick Jr.' Chosen by KTRK
Youngsters under 13 had the chance to
become KTRK (TV) Houston's "Little
Maverick" in its contest promoting ABC-
TV's Maverick shows seen over the sta-
tion each Sunday at 6:30 p.m. The children
were asked to write in telling why they
would like to be chosen Little Maverick and
were judged by the station on their letters.
The winner received a western outfit and
tickets to the Shrine Circus in Houston.
Evans7 Spoken Essays Now on Wax
Dr. Bergen Evans' series of 15-minute
'"spoken essays," broadcast on Westinghouse
Broadcasting Co. stations, have been re-
leased by The Spoken Word Inc., N. Y.,
in an album of four long-playing phono-
graph records. The series was originally
broadcast on WBZ Boston, WBZA Spring-
field, Mass.; KDKA Pittsburgh; KYW Cleve-
land, Ohio; WOWO Fort Wayne, Ind.;
WIND Chicago, and KEX Portland, Ore.
In addition, WBC has made the programs
available for free use on educational and
non-commercial stations. The album is en-
titled "Of Many Things," and among others
includes: "The Humor of Sinclair Lewis,"
"The Function of the Critic," "The Re-
sponsibilities of Being Intelligent" and
"Chaucer — The Last Civilized Man."
KTBS-TV Gets Photos at the Fair
To increase traffic to its booth at the
Louisiana State Fair, encourage people to
tune into its fall schedule and to get an
idea of viewer preference, KTBS-TV Shreve-
port ran a contest whereby entrants had the
chance to get their picture on tv. Con-
testants entered by dropping their snap-
shots into box at the station's State Fair
booth with name, address and their favorite
KTBS-TV program written on the back.
The photographs were shown in ten second
spots with copy behind each picture men-
tioning the owner's name and his favorite
KTBS-TV show. On each of the seven days
of the promotion, to which 1,183 entries
were received, the station drew one of the
pictures at random and gave the owner
$10. A newspaper ad detailed the rules, and
other advertising was handled by the sta-
tion's own facilities.
'Name My Tune/ Asks WEIM D.J.
Jack Richards, musical director-disc joc-
key of WEIM Fitchburg, Mass., is the
composer of such popular hit songs as "He"
(recorded by Al Hibbler and the McGuire
Sisters) and "Queen of the Senior Prom"
(Mills Brothers), and the station is revolving
a contest round its talented staffer. Mr.
Richards currently has a melody accepted
by his publisher, but, as yet, it has no title.
The contest calls for listeners to submit
suggested names for the song, and the own-
er of the chosen title will receive 15% of
the song's royalties.
WNAC-TV BOSTON is buying time to
advertise its shows from a competing
media — local radio station WORL.
The radio spots are aired during the
day to plug the tv station's evening
programs. Karl M. Frost (r), president
of Frost Adv., is pictured signing the
contract for its client WNAC-TV with
Art Haley, general manager of WORL.
KYA Encourages Use of Libraries
To encourage people to utilize their local
public libraries, KYA San Francisco has
instituted a "Hidden Microphone" contest.
The station has concealed a mike in one of
the books in a Bay Area library and airs
a clue to the book's identity and location
each day to aid listeners in their search.
The first one to find the miniature micro-
phone will receive $100 cash award.
Boston Tv Editors 'Decoyed'
Boston newspaper tv editors reportedly
received quite a shock when they were
asked to report to Police Headquarters by
a local policewoman. Their consciences were
eased at finding it was a WBZ-TV Boston
press preview to which they'd been "invited."
The station premiered Decoy Nov. 10 (Sun.
10:30 p.m. EST) and, as the series deals
with the adventures of a policewoman,
WBZ-TV decided, with the cooperation of
the police department, to afford the editors
an insight into some of a policewoman's
duties. To give the series more than the
usual touch of realism, the guests toured the
Bureau of Operations, receiving a descrip-
tion of a policewoman's varied assignments.
Then, following lunch, the group saw the
first in the Decoy series and were returned
to their offices by squad car. .
GIVE II SELL! 1
KOSI and KOBY :
turnover products
— not audience! ;
BOTH RADIO
STATIONS NO. 1 in
HOOPER and PULSE
6 a.m. -6 p.m. average share
KOSI • KOBY
Denver San Francisco
Mid-America Broadcasting Company
Page 102
November 25, 1957
Broadcasting
PEOPLE
ADVERTISERS & AGENCIES «
Walton Purdom named vice president of
Long Adv. Inc., San Jose, Calif.
Eleanor Dean, vice president, Ogilvy, Ben-
son & Mather, to Warwick & Legler, N. Y.,
as vice president and creative executive.
She will work on Revlon account.
■< George M. Glazier,
manager of advertising and
sales promotion, American
Oil Co., promoted to as-
sistant general manager of
sales. John B. Goodman,
assistant director of pub-
lic relations succeeds him.
Michael J. Jackson, formerly account ex-
ecutive with Good Housekeeping, to Men-
nen Co., N. Y., as assistant advertising man-
ager.
Sam Pagliaro, production manager, Sekle-
mian & North Adv., N. Y., to Gore Smith
Greenland, N. Y., in similar capacity.
William J. Green, radio-tv director, Lewis
Edwin Ryan, Washington, to Robert M.
Gamble Inc. there, in similar capacity.
Donald Richards, formerly with promotion
department of WRCA-AM-TV New York,
named promotion-research director for ra-
dio-tv department of Branham Co., N. Y.,
representation company.
Jack DeMello, formerly vice president-gen-
eral manager, Henry J. Kaiser radio and tv
interests, Hawaii, to Vance Fawcett Assoc.,
Honolulu, as tv and radio activities director.
Armond Fields, assistant research director,
McCann-Erickson Inc. Chicago, to MacFar-
land, Aveyard & Co. there, as research di-
rector.
Ralph W. Pasek, Gardner Adv. Co., St.
Louis, Mo., named assistant director of ra-
dio-tv department.
Frank Fuchs Jr., advertising-sales promo-
tion manager, Griesedieck Bros. Brewery
Co., St. Louis, to Gardner Adv. Co., there,
as marketing director.
A WEEKLY REPORT OF FATES AND FORTUNES
MONTANANS
. . . have money
. . . spend money
and they prefer to watch
^K-MSO-TVi
MISSOULA, MONTANA
affiliated with KGVO radio
MOSBY'S INC.
DIRECTORS of DArcy Adv. Co., St.
Louis, have elected three vice presi-
dents from among its account and
copy ranks, it was announced last
week by Harry W. Chesley Jr. (seated
r), agency president. Elected were Miss
Bonnie Dewes, account executive on
the Laclede Gas Co. account; Allan
Clark, creative copy director, and
Walter A. Armbruster (1), copy di-
rector. Miss Dewes has been with
DArcy 16 years. Mr. Clark is creative
copy head on all accounts handled
out of DArcy's St. Louis headquar-
ters. Mr. Armbruster, who is copy
chief on locally handled accounts, is
credited with helping develop the Bud-
weiser "Where There's Life" campaign
for Anheuser-Busch in tv and other
media.
Ernest M. Walker, director, ABN central
division, to Hicks & Greist, N. Y., as ac-
count supervisor on packages accounts.
Stuart Minton Jr., ex-
ecutive assistant to radio-
tv vice president, Foote,
Cone & Belding, N. Y., to
S. F. office as radio-tv
production head.
Clark Leavitt, creative research supervisor,
Edward H. Weiss & Co., Chicago, to Leo
Burnett Co., N. Y., as research supervisor.
Esther Burke, formerly manager of publicity
department, Roy S. Durstine Inc., N. Y.,
has joined Barkas & Shalit, N. Y., public
relations agency, in executive capacity and
member of plans board.
Doris Craig, formerly radio-tv director,
Fischbein Adv., Minneapolis, to William,
Warren, Jackson & Delaney, N. Y., as ra-
dio-tv copy chief.
David Kempkes, formerly manager, KIHO
Sioux Falls, S. D., to Leo Burnett Co.,
Chicago, as broadcast equipment supervisor.
Olga Fabian, former fashion coordinator,
Biow Co. and Grey Adv., has joined Ogilvy,
Benson & Mather, N. Y., in similar capacity.
James W. Switzer, formerly copy and ac-
count supervisor, Foote, Cone & Belding
We're a' hankering to do some fast
selling for you in Western New
England, so loosen up the strings
on your saddle bags and hit pay
dirt on WWLP, Springfield and
WRLP, Greenfield, Mass.
In Western New England Nearly Everyone Watches
WWLP Channel 22 Springfield-Holyoke, Mass.
WRLP Channel 32 Greenfield, Mass.
r/.,. y,, :.
ONE OF THE
FIRST 100 MARKETS
WHBF
RADIO & TELEVISION
COMING!
Greatly Expanded TV
Coverage from a New
1000 ft. Tower
REPRESENTED BY AVERY-KNODEL. INC.
Broadcasting
November 25. 1957 • Page 103
PEOPLE CONTINUED
Inc., Chicago, to Southern Adv. Inc., Miami,
Fla., as assistant copy chief.
Denise James, formerly copywriter for
Erwin, Wasey & Co., and Ted Bates & Co.,
both N. Y., to copy staff of Emil Mogul
Co., N. Y.
William Daniel to copy staff of Kenyon &
Eckhardt Inc., Chicago.
Jim Condon, copy chief, L. W. Ramsey Co..
Davenport, Iowa, to George H. Hartman
Co., Chicago, copy department.
Rosser Reeves, chairman of the board, Ted
Bates & Co., N. Y., named chairman of
advertising agency division of commerce
and industry branch of New York state
chapter of Arthritis and Rheumatism Foun-
dation.
Charles Boasberg, special assistant to direc-
tor of worldwide sales, Paramount Pictures,
to general sales manager, Warner Bros.
Pictures, effective Jan. 1.
George Swink, from Wyler-Peck Produc-
tions and formerly assistant head of RKO
editorial department, to head studio editorial
department of Universal-International Pic-
tures. Phil Scott, with U-I editorial depart-
ment for 1 1 years, becomes Mr. Swink's
assistant.
Tom Seehof, account executive, Screen
Gems Inc., L. A., to head Salt Lake City
office.
Mark Sandrich, associate producer of
Richard Diamond, Private Detective, Four
Star Films Inc. half-hour tv programs broad-
cast last summer on CBS-TV replacement of
December Bride, appointed producer of series
which resumes shooting this week at RKO-
Pathe studios, Hollywood. Eigh Jason will
direct first six of new series.
Donald N. McClure, director of films, In-
ternational Latex Corp. resigns Jan. 1.
Tony Rizzo, owner, Adv. Results Inc.,
Kansas City, Mo., to Guild Films Co., as
midwest sales representative.
Karl Von Schallern, midwestern sales repre-
sentative MCA-TV, to Gross-Krasne Inc.
sales staff, headquartering in New Orleans.
Robert Newgard, formerly with Interstate
Television Corp., Hollywood, to Screen
Gems Inc., Chicago sales staff.
Marv Gold, formerly motion picture script
writer at Coronet Instructional Films, to
creative staff of Kling Film Productions,
Chicago, as script writer for tv commercials,
industrial films and special show material.
Charles S. Webb, 59 publicist for Screen
Gems (tv film subsidiary of Columbia Pic-
tures) died Nov. 13 of cancer.
THE
NEMS-
CLARKE
Video Jack Panels
are designed to
provide co - axial
patching facilities
for television irv
stallations or other
applications where
70 ohm lines are
used
Jack panel
components
also available
TYPE 924
Nominal impedance of jacks 70 ohms
Size..... 2H" x 19" x 2%"
Number of jacks 24
Mounting Relay rack
Finish Light Umber Gray
TYPE 948
Nominal impedance of jacks 70 ohms
Size 2Vs" x 19" x 2%"
Number of jacks 48
Mounting Relay rack
Finish Light Umber Gray
• ••••• XV • • • • •
• • • •
jnteim:
PATCH CORDS
1 8" - 24" - 36"
X-i -A. 3R. K2 E C O 3VE F> ^ 1ST Y
S I O N OF
919 JESUP ■ BLAIR D R I
O CORPORATION OF AMERICA
SILVER SPRING. MARYLAND
JUNIPER 5-1000
Page 104 • November 25, 1957
NETWORKS
Tom McKnight, producer of NBC-TV's
Life of Riley series, signed three-year con-
tract with NBC.
Mary Kelly, staff writer on NBC-TV's
Today, named associate producer of show.
Gil Stratton, sports director, CBS-TV Pacific
Network and KNXT (TV) Los Angeles,
named president. Football Writers of South-
ern California.
Jules Herbuveaux, vice president NBC, and
general manager of WMAQ-WNBQ (TV)
Chicago, elected vice chairman of Chicago
Better Business Bureau.
Ed Sullivan, CBS-TV star, and CBS Director
of Press Information Larry Lowenstein ap-
pointed co-chairman of publicity committee.
Academy of Tv Arts & Sciences (N. Y.
Chapter).
STATIONS mm
Harold Winkler, formerly faculty member.
Harvard U. and U. of California, named
president, Pacifica Foundation, and execu-
tive director of its KPFA-FM Berkley, Calif.
■< John T. Rutledge, as-
sistant general manager-
commercial manager,
WVJS Owensboro, Ky.,
named vice president in
charge of sales. Mr. Rut-
ledge became assistant gen-
eral manager in 1948.
John M. Baldwin, vice ►
president - business man-
ager, KDYL and KTVT
(TV), both Salt Lake City,
to WTCN-AM-TV Min-
neapolis as vice president-
general manager.
Buddy Starcher, manager, KCUL Fort
Worth, Tex., to WCBG Chambersburg, Pa.,
as general manager.
Bill J. Scharton, branch
manager, Weed Television
Corp., Des Moines, to
KIOA, same city, as gen-
eral manager. Mr. Schar-
ton will be responsible for
national sales for both
KIOA and KAKC Tulsa,
Okla., another Public Radio Corp., station.
Donald G. Peterson, national sales manager,
WOI-TV Ames, Iowa, to manager, Des
Moines office, Weed Television Corp.
Kenneth Curto, assist- ►
ant to general manager
and sales manager of
WPRO-AM-FM Provi-
dence, R. I., to WFIL-
TV Philadelphia as sales
manager. He succeeds
Sherman Gregory, who
transfers to national sales staff of Triangle
Broadcasting
stations in New York. WFIL-TV is Triangle
station.
Fred Norman, associated with Grant Adv.
Inc. for most of past 15 years, has resigned
as assistant media director of agency to join
Paul H. Raymer Co., Chicago, station rep-
resentative, as account executive. He will
concentrate on radio.
John W. Thompson Jr., president, Eve-
ning Star Broadcasting Co., (WMAL-AM-
FM-TV) Washington, D. C, named Wash-
ington Star associate editor.
Franklyn T. Hovore, sales promotion man-
ager, KTTV (TV) Los Angeles, to KRCA
(TV), same city, as assistant advertising and
promotion manager.
< J. Reginald Miller,
public service-public rela-
tions manager, KOMO-
AM-TV Seattle, named
national sales manager,
K O M O-T V, succeeding
Maitland Jordan who be-
comes station manager.
Robert Benedict, sales manager, KLIK Jef-
ferson City, Mo., takes on extra duties as
regional sales manager of KHMO Hannibal,
Mo. Bill Cannady, news director of KLIK
takes on extra duties as assistant station
manager.
Cecil H. Hamilton Jr., sales staff, KMA
Shenandoah, Iowa, named sales manager.
Charles Harrison, news ►
and public affairs director,
WCKT (TV) Miami, Fla,
t o WMBD-AM-FM-TV
Peoria, 111., as news direc-
tor. WMBD-TV's target
date to start is early Janu-
ary.
■< Robert J. Hoth, for-
merly with KVOO-TV
Tulsa, Okla., to KAKC
there, as general manager-
vice president. He suc-
ceeds John Pace who joins
a station in Des Moines.
Tom M. Percer, local sales manager-region-
al representative, WABT (TV) Birmingham,
Ala., named sales manager.
upward E.Stark
HO ^NcT»l CONSENTS
NEW YORK 22, N. Y
M Jay Lloyd, account ex-
ecutive, KTVT (TV) Salt
Lake City, named local
sales manager. Mr. Lloyd
joined the station in 1954.
Hub Warner, former owner-manager, KORT
Grangeville, to KBOI Boise, both Idaho, as
production manager. Vestal L. Baker, as-
sociated editor, National Guardsmen Maga-
zine, Washington, D. C, and Henry G.
Curtis, formerly Boise bureau chief, United
Press, to KBOI as news-tv sales service co-
directors.
Willard A. Nichols, formerly with Polser
Firestone Store in Bloomington, 111. and
with U. S. Rubber Co., appointed sales man-
ager of WBLN-TV that city.
-«S William H. McGraw,
industrial program pro-
ducer, Wilding Pictures,
to KDKA-TV Pittsburgh,
Pa., as executive producer.
Mr. McGraw also was
with NBC-TV as director.
Louis E. Terri, chief announcer, WEIM
Fitchburg, Mass., named program director.
James D. Eddins, film editor, WHTN-TV
Huntington, W. Va., promoted to television
director.
John M. McKeon, formerly presentation
director of N. Y. division of General Out-
door Adv. Co., to director of promotion
and advertising, WMGM New York.
Shirley Rousselle, formerly with WJHP-TV
Jacksonville, Fla. to WMBR there as pro-
motion director.
Jean Higginson ►
Harden, formerly Powers
model, to W V E T-T V
Rochester, N. Y., as
women's affairs director
and hostess of Women's
World (Tuesday and
Thursday, 1-1:30 p.m.).
Charles S. Lewis, public affairs director,
WCAX-TV Burlington, Vt., appointed to
Vermont Educational Television Commis-
sion.
Charles E. Hinds, formerly CBS-TV pro-
ducer of Eye on New York, to WXIX (TV)
Milwaukee, as program director. He suc-
ceeds Leon Drew, reassigned in similar ca-
pacity to KMOX-TV St. Louis.
John H. Wickliffe, formerly account execu-
tive, WLIB New York, to WCHB Inkster,
Mich., as director of publicity and salesman.
Clair Weidenaar, former program director,
KMO Tacoma, joins KIRO Seattle, both
Washington, in similar capacity.
Garry Robert Quinn, account executive,
WPGC Morningside, Md., to WWDC-FM
Washington, as account executive.
Ralph F. Hiller to WEJL Scranton, Pa., as
account executive.
Shel Karlan, research editor-news writer,
KNXT (TV) Los Angeles, to Armed Forces
Radio & Tv Service, Hollywood, as news
editor-writer.
Jack Carew, staff director, WFGA-TV Jack-
sonville, Fla., promoted to production-pub-
lic service coordinator.
Ken Conant, publicity staff, KTLA (TV)
Los Angeles, named assistant producer.
Jerry Gaines, formerly sales manager,
WHAT Philadelphia, to WIBG, there, as
sales representative.
John Arthur, control tower operator,
Convair division, West Coast Aircraft, to
KBYE Oklahoma City, as disc jockey suc-
ceeding Grant Ladd who resigns to enter
retail business.
Jack Rourke, conductor of nightly after
midnight program on KABC Los Angeles,
named chairman of second annual "Miss
Cinderemmy" contest of Academy of Tele-
vision Arts & Sciences to locate most
beautiful and charming girl working behind
camera in tv. Winner will reign as Queen of
ATAS' New Year's Eve Ball at Beverly
Hilton Hotel, Beverly Hills, Calif.
Don Rose, program director, KRNY
Kearney, Neb., to KWMT Fort Dodge,
Iowa, as disc jockey.
Janice Dean, publicity writer, KTTV
(TV) Los Angeles, to public relations staff,
GOING WEST ?
Have a good time-buy!
If you plan to advertise
throughout the big wide West...
send your sales message to
KOA-RADIO, the only station
you need to reach and sell
the entire rich Western Market!
With the welcome 50,000
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sales message is sold to
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of 12 states!
KO
DENVER
One of America's area? radio stations
50,000 Watts 850 Kc
Broadcasting
November 25, 1957 • Page 105
PEOPLE CONTINUED
KTLA (TV) same city, in charge of program
logs and guest relations staff.
Tom E. Even, announcer, WMOH Hamil-
ton, Ohio, to WHTN-TV Huntington, W.
Va., in similar capacity.
Stan Dale signed by WAIT Chicago for
new six-per-week dj series, Stan the Record
Man. He formerly was with WJJD same
city.
Jean Slusser, engineering director, KOA-
AM-TV Denver, retires Jan. 1, 1958, after
33 years continuous service.
David Shannon Allen, 60 stockbroker,
Landrum, Allen & Co., Washington, died of
heart ailment Nov. 19, in Mount Alto Hos-
pital, there. Mr. Allen formerly was pro-
duction director-night manager of NBC sta-
tions in that area.
Carl Akers, newsman at KLZ-AM-TV
Denver, elected president of Missouri
tions in that area.
PROGRAM SERVICES
Walter J. Dennis, president, Tele-Movie
Development Co., L. A. (holder of toll tv
franchise in Oceanside, Calif., and applicant
in more than 30 other communities), will
speak on "Cable Theatres — the Exhibitor's
Place in Television" Dec. 4 at meeting of
Arizona Theatre Owners Assn., in Phoenix.
PROFESSIONAL SERVICES
John A. Kellogg, formerly vice president
of research planning at Institute for Mo-
tivational Research, Croton-On-Hudson,
N.Y., to vice president and general manager,
Forbes Marketing Research, N.Y.
MANUFACTURING
Gerald L. Moran, chief engineer, chem-
ical and metallurgical division. Sylvania
Electric Products Inc., Towanda, named
general manager. Paul W. Felten, engineer-
ing planning division manager, succeeds him.
Calvin J. Sparrow, plant manager, named
manufacturing manager.
Rondal L. Miller, Kentucky and Ten-
nessee zone manager. Motorola, and How-
ard Larsen, electronic parts distributor, Chi-
cago, to Allen B. Du Mont Labs as southern
and midwest regional sales managers, re-
spectively.
Henry McConnell, manufacturing super-
intendent, Sylvania Electric Products wiring
plant. Warren, Pa., named wire plant man-
ager.
Joseph P. Kates, formerly assistant pat-
ent counsel for U. S. Naval Gun Factory,
Washington, to patent attorney for tech-
nical products department and communica-
tion products department, General Electric's
industrial electronics division, Syracuse, N.Y.
Thomas P. Clements promoted from as-
sistant service manager to national service
manager, Admiral Corp., Chicago.
Charles N. Hoffman, sales staff Warwick
Mfg. Co., Chicago, named director of sales
over Silvertone model line comprising tv
sets, tape recorders, phonographs, portable
and clock radios. Appointed as Mr. Hoff-
man's assistants were William J. Schroeder,
Robert O'Brien, William H. Brodie and Fred
L. Holmes. John W. Burton was named to
succeed Mr. Hoffman on sales staff.
Arthur C. McCarroIl Jr., formerly with
Chrysler Corp., to director of public rela-
tions division and field relations. Interna-
tional Telephone & Telegraph Corp. Ap-
pointment of C. Gayle Warnock, formerly
public relations manager of Ford Motor
Co.'s Edsel division, as IT&T director of
news services, also announced.
TRADE ASSNS.
Albert R. Beatty, assistant vice president.
Assn. of American Railroads, Washington,
D. C, named president, Public Relations
Society of America, D. C. chapter.
Robert L. Bliss, president, Robert L.
Bliss Co., N. Y.. named research committee
chairman, International Public Relations
Assn.
Alvin Dorian, managing director, West-
ern States Advertising Agencies Assn., re-
signs Dec. 1.
EDUCATION • ....
Janet Kuska, graduate of U. of Nebraska,
joins KSAC Manhattan (Kansas State Col-
lege), as programmer and announcer.
GOVERNMENT m ..
Christian E. Rogers Jr., engineering assist-
ant to former FCC Chairman George C. Mc-
Connaughey named regional solicitor for
Interior Department in Alaska.
INTERNATIONAL
Curt Hanson, for over six years with WFRO
Fremont, Ohio, to account executive at
XEAK Tia Duena, Mexico, working out of
sales offices in L. A. and San Diego, Calif.
Rick Campbell, formerly announcer. CHUM
Toronto, Ont., to Locke, Johnson Co. Ltd.,
there as broadcast department director.
■< Keith Kearney, com-
mercial manager, CKOY
Ottawa, to Radio & Tele-
vision Sales Inc. (station
representatives), Toronto,
both Ontario, as sales
representative.
Bart Gibbs, formerly sportcaster, Montreal
and Edmonton radio stations, to Stephens
& Towndrow Ltd., Toronto, Ont., as sales
representative.
Find the man* you want via Broadcasting classified pages.
For personnel, equipment, services or
stations to buy or sell, tell everyone
* • 7 that matters in the Classified pages of
OT ]00. Broadcasting.
Page 106 • November 25, 1957
Broadcasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by Broadcasting)
November 14 through November 20
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
New Tv Stations
DA— directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am- Fm Summary through Nov. 20
On
Air
Am 3,092
Fm 522
Licensed
3,279
580
Cps
311
81
Appls. In
Pend- Hear-
ing ing
495 158
91 17
Tv Summary through Nov. 20
Total Operating Stations in U. S.:
Commercial
Noncomm. Educational
Vhf
408
21
Uhf Total
84 492i
5 262
FCC Commercial Station Authorizations
As of Oct. 31, 1957 *
Am
Fm
Tv
Licensed (all on air)
3,092
522
379
Cps on air
3,157
533
536
Cps not on air
122
47
119
Total authorized
3,279
580
655
Applications in hearing
158
17
84
New stations request
368
29
75
New station bids in hearing
116
9
50
Facilities change requests
217
17
42
Total applications pending
1,177
138
356
Licenses deleted in Aug.
0
1
0
Cps deleted in Aug.
4
0
2
Grants since July 11, 7952:
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
365
. 29
Uhf Total
328 6931
21 50»
Applications filed since April 14, 7952:
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Amend.
Vhf
Uhf
Total
Commercial 1,127
337
884
591
1,4753
Noncomm. Educ. 68
38
34
72*
Total 1,195
337
922
625
1,539=
1 177 cps (33 vhf, 144 uhf) have been deleted.
- One educational uhf has been deleted.
1 One applicant did not specify channel.
• Includes 48 already granted.
6 Includes 725 already granted.
ACTIONS BY FCC
Elk City, Okla. — Southwest Bcstg. Co. — Granted
vhf ch. 8 (180-196 mc); ERP 14.86 kw vis., 7.43 kw
aur.; ant. height above average terrain 123 ft.,
above ground 203 ft. Estimated construction cost
$55,537, first year operating cost $70,000, revenue
$77,000. P. O. address yr Lonnie J. Preston, KASA
Elk City. Geographic coordinates 35° 25' 28" N.
Lat., 99° 24' 52" W. Long. Trans. DuMont, ant.
Prodelin. Legal counsel Abe L. Stein, Washing-
ton, D. C. Consulting engineer A. Earl Cullum
Jr., Dallas', Tex. Applicant, owned by Mr. and
Mrs. Preston, is licensee of KASA. Prestons hold
65.66% interest in KWOE Clinton, Okla. An-
nounced Nov. 20.
APPLICATIONS
New Orleans, La. — Coastal Television Co., vhf ch.
12 (204-210 mc); ERP 316 kw vis., 181.26 kw aur.;
ant. height above average terrain 1,324.23 ft.,
above ground 1,379.7 ft. Estimated construction
cost $1,551,000. first year operating cost $1,300,000,
revenue $1,500,000. P. O. address 1320 National
Bank of Commerce Bldg., New Orleans, La.
Studio location New Orleans, La. Trans, location
near Socola, La. Geographic coordinates 29° 32'
33" N. Lat., 89° 44' 10" W. Long. Trans., ant. RCA.
Legal counsel Bailey Walsh & Welch, Mott &
Morgan, Wash., D. C. Consulting enginee"- John
H. Mullaney, Wash., D. C. Owners are William
G. Aly, Richard J. Carrere, Frank B. Ellis, George
C. Foltz, George E. Martin, Joseph A. Paretti,
Chalin O. Perez, John E. Pottharst and William
H. Saunders (each 11.11%). Mr. Aly is account-
ant. Mr. Carrere has real estate and insurance
interests. Mr. Ellis is attorney. Mr. Foltz has
various business interests, as do Messrs. Martin,
Paretti, Pottharst and Saunders. Mr. Perez is
attorney and rancher. Announced Nov. 20.
New Bedford, Mass. — New England Television
Co. Inc., vhf ch. 6 (82-88 mc); ERP 98 kw vis.,
50 kw aur.; ant. height above average terrain
I. 013 ft., above ground 998 ft. Estimated con-
struction cost $693,189, first year operating cost
$581,838, revenue $611,702. P. O. address /ranK
Lyman Jr., 445 Concord Ave., Cambridge, Mass.
Studio location New Bedford, Mass. Trans, loca-
tion on Gay Head, 2.5 miles S.W. of Menensha,
Mass. Geographic coordinates 41° 19' 54" N. Lat.,
70° 48' 24" W. Long. Trans., ant. RCA. Legal
counsel Cottone and Scheiner, Wash., D. C. Con-
sulting engineer George C. Davis, Wash., D. C.
Owners are Alfred DeMaris, Harold C. Arcaro,
Samuel Hamin, Frank Lyman Jr. and John M.
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
The First' and Only
National
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1. FIRST IN PROPERTIES SOLD
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STRATEGICALLY LOCATED
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Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
DALLAS, TEX.
Dewitt (Judge) Landis
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Rl 8-1175
SAN FRANCISCO
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I I I Sutter St.
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HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting
November 25, 1957 • Page 1
07
anning
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RADIO CORPORATION
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108 o November 25, 1957
FOR THE RECORD CONTINUED
Dunne (each 20%). Mr. DeMaris has transporta-
tion interests. Mr. Arcaro, attorney, is one-
sixth owner of WRIB Providence, R. I., president
and 30.66% owner of WNET (TV) Providence.
Mr. Dunne is 30.33% owner of WNET (TV). Mr.
Hamin is 30.33% owner of WNET (TV). Mr.
Lyman is president and 74% owner of WTAO
Cambridge and WXHR Boston, both Mass. An-
nounced Nov. 14.
Eugene, Ore. — Northwest Video, vhf ch. 9 (186-
192 mc); ERP 1.64 kw vis., 0.84 kw aur.; ant.
height above average terrain 853 ft., above
ground 200 ft. Estimated construction cost
$75,758, first year operating cost $125,000, revenue
$130,000. P. O. address 235 Quadro Vecchio Drive,
Pacific Palisades, Calif. Studio and trans, loca-
tion Eugene, Ore. Geographic coordinates 44°
00' 03" N. Lat., 123° 06' 16" W. Long. Trans. Gates,
ant. Prodelin. Legal counsel Julian Freret %
Roberts & Mclnnis, Wash., D. C. Consulting
engineer Dawkins Espy, Los Angeles, Calif. Own-
ers are Thomas B. Friedman and Dawkins Espy
(each 50%). Mr. Espy, consulting radio engineer,
is 37.5% owner of KAIR Tucson, Ariz. Mr.
Friedman is member of technical staff of Ramo-
Woolridge Corp., Los Angeles, Calif. Announced
Nov. 18.
ALLOCATIONS
PROPOSED TV CHANNEL CHANGE
By notice of proposed rule making, Commis-
sion invites comments by Dec. 16 to orooosal by
WKRG-TV Inc. (WKRG-TV, ch. 5, Mobile, Ala.)
to assign ch. 13 to Panama City, Fla., as a
"drop-in."
New Am Stations
ACTIONS BY FCC
Tuscaloosa, Ala. — Frank Edward Holladay,
Joseph William Carson and John Shelton Primm
d/b as New South Radio — Granted 1420 kc, 5 kw
D. P. O. address % Mr. Holladay, Box 1245. Me-
ridian, Miss. Estimated construction cost $24,916,
first year operating cost $45,000, revenue $54,000,
Principals own 75% of WLSM Louisville; 60% of
WCLD Cleveland, and Mr. Holladay and Mr.
Carson own 100% of WNSL Laurel, all Miss.
Mr. Carson is mgr., WMOX Meridian, and Mr.
Holladay is commercial mgr. Announced Nov. 14.
Bakersfteld, Calif., Edward E. Urner— Granted
cp for new am station to operate on 1350 kc, 1
kw D; trans, to be operated by remote control.
Bakersfteld. Calif. — Valley Bcstg. Co.— Granted
800 kc, 250 w D. P. O. address Box 933, Beverly
Hills, Calif. Estimated construction cost $80,000,
first year operating cost $50,000, revenue $60,000.
Principals are equal owners Dawkins Espy, 37.5%
owner of KATR Tucson, Ariz., and William J.
Hyland. Announced Nov. 14.
Meridian, Miss. — Louis Alford, Phillip D. Brady,
Albert M. Smith d/b as Southwestern Bcstg. Co.
of Miss.— Granted 1330 kc, 1 kw D. P. O. ad-
dress % Mr. Brady, Box 604, McComb, Miss. Esti-
mated construction cost $14,523, first year oper-
ating cost $30,000, revenue $48,000. Mr. Alford,
Mr. Brady and Mr. Smith each own Y3, WAPF
McComb, WMDC Hazlehurst, both Miss, and
WABL Amite, La. Announced Nov. 14.
Fayetteville, N. C. — Daniel F. Owen — Granted
1600 kc, 1 kw D. P. O. adHress % Mr. Owen, 2908
Fort Bragg Rd., Fayettevifle. Estimated construc-
tion cost $9,980, first year operating cost $36,000,
revenue $48,000. Mr. Owen, tv and appliance
dealer, will be sole owner. Announced Nov. 14.
APPLICATIONS
Yuma, Ariz. — Desert Bcstg. Co., 1320 kc, 500 w
D. P. O. address Apt. 29, 4020 Arch Drive, North
Hollywood, Calif. Estimated construction cost
$15,496, first year operating cost $36,000, revenue
$40,000. Owners are Robert William Crites and
Sherman Somers (each 50%). Mr. Crites is pro-
motion manager, Ray Thomas Co., Los Angeles,
Calif. Mr. Somers is promotion director Central
Records, Los Angeles. Announced Nov. 15.
El Cajon, Calif. — San Luis Rey Bcstg. Co., 1600
kc, 1 kw Unl. P. O. address Box 779, Oceanside,
Calif. Estimated construction cost $29,900, first
year operating cost $84,000, revenue $120,000,
Owners are Courtland W. Shancks and Thelma
M. Shancks (as tenants in common), Nathaniel
P. Maurer, Walter Johnson, Thomas W. Braden,
Earl N. Frazee and Francis M. Frazee (as tenants
in common), Elmer Glasser, Edward S. Ridley
and Mary V. Ridley (as tenants in common),
David Rorick Jr. and Moritz Zenoff (each
11.11%). Courtland and Thelma Shancks have
retail hardware & appliance stores. Mr. Maurer
is flower grower. Mr. Johnson is fire chief. Mr.
Braden is newspaper publisher. Earl and Frances
Frazee are retired. Mr. Glasser has clothing store.
Edward Ridley is newspaper business manager.
Mr. Rorick is auto dealer. Mr. Zenoff is news-
paper publisher. Announced Nov. 15.
Dunedin, Fla. — Sound Radio Inc. — 1440 kc. 500
w D. P. O. address 1130 Brierfield Drive, Jack-
sonville, Fla. Estimated construction cost $18,439.
first year operating cost $43,620, revenue $61,080.
Owners are Robert I. Home 66%% and Richard
C. Fellows (33V3%). Mr. Home is in candy. Mr.
Fellows is operations manager of WPDQ Jack-
sonville, Fla. Announced Nov. 19.
Deerfield-Highland Park, 111. — Mid-America
Bcstg. System Inc., 1430 kc, 1 kw D. P. O. ad-
dress Box 457, Davenport, Iowa. Estimated con-
struction cost $46,500, first year operating cost
$125,000, revenue $135,000. Owners are Lester L.
Gould (68.75%) and others. Mr. Gould is presi-
dent and 60% stockholder of KFMA Davenport,
Iowa. Announced Nov. 14.
Waterville, Me. — Melvin L. Stone, 1380 kc, 500
w D. P. O. address WLOB 212 Middle St., Port-
land, Me. Estimated construction cost $17,870,
first year operating cost $50,000, revenue $55,000.
Mr. Stone, sole owner, is president and 76.716%
owner of WRUM Rumford. Me., president and
55.493% owner of WGHM Skowhagen, Me., vice
president, general manager and 25% owner of
WLOB Portland, Me., and president and V3 owner
of cp for WSME Sanford, Me. Announced Nov.
15.
North Augusta, S. C. — North Augusta Bcstg.
Co., 1380 kc, 1 kw D. P. O. address Box 6326.
North Augusta, S. C. Estimated construction
cost $24,256, first year operating cost $38,500,
revenue $47,250. Owners are Stathy J. Verenes,
John H. Williams, Robert E. Johnson (each
28V3%) and others. Mr. Verenes is in bottling.
Mr. Johnson is attorney. Mr. Williams is at-
torney. Announced Nov. 19.
Stuart, Va. — Mecklenburg Bcstg. Corp., 1270 kc,
1 kw D. P. O. address John W. Schultz. Box
1284, Martinsville, Va. Estimated construction
cost $14,919. first year operating cost $36,000,
revenue $42,500. Owners are John W. Schultz,
Philip F. Hedrick (each 39.2%) and others. Mr.
Schultz was president and 49% stockholder of
WJWS South Hill, Va., until June 15, 1954. Mr.
Hedrick is chief engineer and former less than
1% stockholder of WSJS-AM-FM Winston-Salem,
N. C. Announced Nov. 14.
Existing Am Stations
ACTION BY FCC
KIFI Idaho Falls, Idaho — Granted change of
facilities from 1400 kc, 250 w unl., to 1150 kc, 5
kw D; engineering condition.
New Fm Stations
ACTIONS BY FCC
Santa Maria, Calif — John I. Groom and James
Hagerman, granted 102.5 mc, 11 kw unl. P. O.
Middle-Atlantic State
* 70.000.00
Single-station market property, producing good profit. Sale price
approximates annual gross. Some real estate included. $30,000 cash
required, balance on reasonable terms.
^3Lackb urn & Company
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
BROADCAS TIN'
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
xecutive Offices
735 De Sales St., N. W. ME. 8-541 1
XRces and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
NTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
E O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE *
RUSSELL P. MAY
11 14th St., N. W.
Washington 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE •
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE •
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8213
WASHINGTON 4, D. C.
Member AFCCE *
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE *
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
3EO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
■xecutive 3-1230 Executive 3-5851
Member AFCCE *
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, Ml.
(A Chicago suburb)
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE *
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
JOHN B. HEFFELFINGER
B401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations * Applications
Petitions • Licensing Field Service
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
FULL TIME SERVICE FOR AM-FM-TV
O. Box 7037 Kansas City, Mo.
Phon* Jackson 3-5302
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ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
Broadcasting
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. D I. 3-7503
SPOT YOUR FIRM'S NAME HERE,
To Be Seen by 77,440* Readers
— among them, the decision-making
station owners and managers, chief
engineers and technicians — applicants
for am, fm, rv and facsimile facilities.
*1956 ARB Continuing Readership Study
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Lufkin, Texas
NEptune 4-4242 NEptune 4-9558
Member AFCCE*
November 25. 1957
Page 109
|
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CREATIVE LEADER IN COMMUNICATION
FOR THE RECORD continued
address 510 West Morrison St., Santa Maria. Esti-
mated construction cost $8,000, first year oper-
ating cost $1,000, revenue $5,000. Owners are
Messrs. Groom and Hagerman (each 50%). They
are also co-partners in KSMA Santa Maria. An-
nounced Nov. 14.
San Diego, CaUf. — Sherrill C. Corwin, granted
96.5 mc, 29.5 kw unl. P. O. address 122 S. Robert-
son, Los Angeles 48, Calif. Estimated construction
cost $28,700, first year operating cost $25,000,
revenue $25,000. Mr. Corwin, sole owner, is 10-
15/16% stockholder of KPRO Riverdale, KROP
Brawley, KYOR Blythe and KREO Indio, all
Calif., 15% stockholder of KAKE-AM-TV Wich-
ita, Kan., and applicant for various stations.
Announced Nov. 14.
Oklahoma City, Okla. — Capitol City Bcstg. Co.,
granted 98.9 mc, 17.5 kw unl. P. O. address -1516
North Lobby, Oklahoma City, Okla. Estimated
construction cost $5,875, first year operating cost
$5,400, revenue $8,000. Owners are Edwin Powell
Nail and Charlene Nail (each 50%). Mr. Nail is
university athletic business manager: Charlene
Nail is housewife. Announced Nov. 14.
APPLICATION
San Francisco, Calif. — RKO Teleradio Pictures
Inc., 106.1 mc, 70.66 kw unl. P. O. address 1313
North Vine St., Hollywood 28, Calif. Estimated
construction cost $53,772, first year operating cost
$13,050, revenue none. RKO Teleradio Pictures
Inc. also owns WOR-AM-FM-TV New York,
WNAC-AM-FM-TV Boston, KHJ-AM-FM-TV Los
Angeles, KFRC San Francisco, WHBQ-AM-TV
Memphis, Tenn. and WGMS-AM-FM Washing-
ton, D. C. RKO Teleradio also owns Don Lee
and Yankee Networks. Announced Nov. 14.
Existing Fm Stations
ACTIONS BY FCC
KSJO-FM San Jose, Calif .—Granted change
from Class A to Class B, change from 95.3 mc vo
92.3 mc, increase ERP from 1 kw to 1.40 kw and
ant. height from minus 610 ft. to minus 36 ft.
KSEL-FM Lubbock, Tex. — Granted subsidiary
communications authorization to furnish back-
ground music and storecasting service, both on
multiplex basis.
Ownership Changes
ACTIONS BY FCC
KENL Areata, Calif. — Granted transfer of con-
trol from Vern and Edna Emmerson and Vincent
W. Lambert to Melvin D. and Aldine T. Marshall;
consideration $70,000. Announced Nov. 14.
WDLP-AM-FM Panama City, Fla.; WCOA Pen-
sacola, Fla. — Granted assignment of licenses
(100% owned by Perry Enterprises Die.) to Dixie
Radio Inc.; consideration $400,000 ($150,000 for
WDLP-AM-FM and $250,000 for WCOA). Denver
T. Brannen, president of Dixie Radio Inc., is
licensee of KCIL Houma, La., and WDEB Gulf-
port Miss. Announced Nov. 14.
WBHB Fitzgerald, Ga. — Granted transfer of
control from H. C. Vaughn to Otto Griner and
Paul E. Reid (interest in WOOW New Bern,
N. C); consideration $33,500. Announced Nov. 14.
WTAY Robinson, 111. — Granted acquisition of
positive control by Kathryn A. Duncan and
Harold E. Dorsey (now 50% owners) by purchase
of remaining 50% stock from Edwin Phelps Sr.
and Edwin Phelps Jr.; consideration $30,000.
WAWK Kendallville, Ind.— Granted transfer of
control from Paul L. King and Weldon M. Cor-
nell to Gertrude A. Cornell, Robert E. Horn and
Frederick A. Manahan; gift, debt cancellation
and monetary considerations. Announced Nov.
14.
KPEL Lafayette, La. — Granted relinquishment
of negative control by Howard T. Tellespen to
John H. Crooker Jr., John B. Coffee, Boyd Mul-
len and Mrs. Thomas C. Evans; consideration
10% of stock to each for $1 a share.
WRKD Rockland, Me. — Granted assignment of
license to Knox Bcstg. Co. Inc. (C. D. Brown,
pres.; interests in WTVL Waterville; WABI-AM-
TV Bangor and WPOR Portland, all Me.); con-
sideration $60,500. Comr. Craven absent.
WKBX Corinth, Miss. — Granted assignment of
license from Luther C. Moore, et at., to Triangle
Bcstg. Corp. (of which Mr. Moore is pres.); no
consideration. .Announced Nov. 14.
WHFI (FM) Newark, N. J.— Granted (1) mod.
of cp to move trans, and studio to New York
City, change ant. system ERP from 2.8 to 1.3 kw
and ant. from 420 to 1,350 ft.; trans, to be op-
erated by remote control; and (2) granted as-
signment of cp and SCA to DuMont Bcstg. Corp.
(licensee of WTTG [TV] Washington, D. C.
WNEW and WABD [TV] New York City); con-
sideration $40,000. Comrs. Bartley and Ford voted
for 309 (b) letter on both applications.
WTRY Troy, N. Y.— Granted transfer of con-
trol from C. George Taylor, Robert T. Engles,
Mowry Lowe and Kenneth M. Cooper to The
WTRY Bcstg. Corp. (Victor W. Knauth, chmn.
of bd., 76.17c owner and Daniel W. Kops, pres.
and treas., 23.9% owner, have interests in WAVZ
New Haven, Conn.); consideration $1,300,000.
WKIX-AM-FM Raleigh, N. C. — Granted (1) re-
newal of fm license and (2) assignment of li-
censes to Ted Oberfelder Bcstg. Co. Die. (T. I.
Oberf elder, pres.); consideration $167,925.
WTVQ (TV) Pittsburgh, Pa.— Is being advised
that applications for (1) extension of time to
construct and (2) transfer of control to Edward
Lamb indicate necessity of hearing because of
construction delay considerations.
WLBG Laurens, S. C-— Granted transfer of
control from Scotland Bcstg. Co., et al., to
Charles W. Dowdy; consideration $63,000.
WCFV Clifton Forge, Va.— Granted transfer of
negative control from E. T. and Hazel J. Nicely
to C. H. and Joseph W. Lawley for $18,138. An-
nounced Nov. 14.
APPLICATIONS
KINY Juneau, Alaska — Seeks assignment of
license from Alaska Bcstg. Co. to Alaska Bcstg.
System Inc. Corporate change. No control change.
Announced Nov. 20.
KD7W Sitka, Alaska — Seeks assignment of li-
cense from Alaska Bcstg. Co. to Alaska Bcstg.
System Die. Corporate change. No control
change. Announced Nov. 20.
KTKT-AM-FM Tucson, Ariz. — Seeks assign-
ment of license and cp from Thomas J. WaUace
to Copper State Bcstg. Corp., new corp. owned
50% by Mr. Wallace and wife and 50% by House
Party Productions Inc., for $115,000. Announced
Nov. 20.
KYNE Port Hueneme, Calif. — Seeks assignment
of cp from Pacific Bcstrs. to Coast Bcstrs. for
$2,900. Coast Bcstrs. is owned by Donnelly C.
Reeves, A. Judson Sturtevant Jr. and J. Claude
Warren (each Vq). Mr. Warren is engineer, KFWB
Hollywood, Calif. Mr. Reeves is owner of KAHI
Auburn, Calif. Mr. Sturtevant is sales manager,
KFIV Modesto, Calif. Announced Nov. 19.
KITO San Bernardina, Calif. — Seeks assign-
ment of license from Cosmopolitan Bcstg. Corp.
to Radio Assoc. Inc. for $100,000 cash and $100,000
negotiable promissory note. Radio Assoc. is
owned by Lisle R. Sheldon (34%), Stephen W.
Royce, Southern Calif. Bcstg. Corp. (each 20%)
and others. Mr. Sheldon is in advertising. Mr.
Royce has hotel and steamship interests. South-
ern Calif. Bcstg. Corp. operates KWKW Pasa-
dena, Calif. Announced Nov. 14.
WGHF (FM) Brookfield, Conn. — Seeks acquisi-
tion of positive control of licensee corp. (Eastern
Bcstg. System Inc.) by August J. Detzer through
purchase of stock from W. G. H. Finch and Elsie
G. Finch for $4.80 per share. Announced Nov. 14.
WRGR Starke, Fla. — Seeks transfer of control
of licensee corp. (Tidewater Bcstrs.) from Alfred
H. Temple and Alma Horn Temple to Rudolph
M. Chamberlin for $11,750. Announced Nov. 14.
WVLN-AM-FM Olney, 111. — Seeks assignment
Continued on page 115
ALLEN KANDER & CO.
N E GO
EVALUATIONS
FINANCIAL
ADVISERS
AT O R S
FOR THE PURCHASE AND SALE OF
RADIO and TELEVISION
STATIONS
WASHINGTON 1625 Eye St., N.W. NAtional 8-1990
NEW YORK
CHICAGO
DENVER
i5ZS2
60 East 42nd St. MUrray Hill 7-4242
35 East Wacker Dr. RAndolph 6-6760
1 700 Broadway Acoma 2-3623
Page 110 • November 25, 1957
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undupiayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 20* per word — $2.00 minimum • HELP WANTED 25* per word — $2.00 minimum.
• All other classifications 304 per word — $4.00 minimum. • DISPLAY ads #20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Bboadcasting expressly repudiates any liability or responsibility for their custody or return.
RADIO
RADIO
Help Wanted
Help Wanted— (Cont'd)
Management
Announcers
Need a combo manager-salesman for small
southwest single market. Must be capable of
personal sales, as well as organizational ability
to train others in competitive market. Must have
knowledge of agency and regional accounts.
Box 802B, BROADCASTING.
Station manager or commercial manager. Inde-
peadent in market of 30,000 with 11 years ex-
perience, local, network, small and metropolitan
markets with excellent references. Thorough
knowledge of music-news operation. Promotion-
minded. Can sell against best salesman in town.
Available January first 1958. For salary require-
ments, references, and resume write Box 926B,
BROADCASTING.
If you are presently a sales manager or top
salesman, well-versed in all phases of radio, we
have opening for a station manager in a medium
Wisconsin market. Station has been in the black
since going on the air and we will offer a good
basic salary plus an incentive plan. Station is
part of a very fast growing organization and if
you prove yourself here, we have bigger things
to offer you within the organization. Please send
picture and full details in first letter. Box 123C,
BROADCASTING.
Eastern chain has new station under construction.
Needs assistant station manager immediately.
Eventually promotion to manager. Applicant
must have several years announcing experience,
sales experience, must be married, must have car.
Send tape, resume and photo. Box 157C, BROAD-
CASTING.
New Texas daytimer needs top sales manager.
If you have proven record, contact Tom Gib-
son, KZEY, Tyler, Texas.
Sales
Good opportunity in Wilmington. Delaware for
experienced man who can sell radio. Guaranteed
$125 per week against 15%. Personal interview
necessary. List age. education, experience, pres-
ent billing. Box 685B. BROADCASTING.
Salesman or salesmanager single station market
15,000; $500 plus percentage earnings. Experience
other phases required. Box 130C, BROADCAST-
ING.
Splendid future with Boston independent for
man with proven sales ability. Man with imagina-
tion, organizational talent can advance. Good
salary plus. Box 181C, BROADCASTING.
Executive calibre, experienced sales manager
who can sell for position with excellent future.
Memphis independent. Box 182C, BROADCAST-
ING.
Good salary plus for experienced man. Real
future for right man. Minneapolis independent.
Box 183C, BROADCASTING.
We are looking for a saleslady to assist in radio
time sales. We would like one with either agency
or station experience. A guaranteed salary plus
commissions to handle specialty accounts. Some
air time if desired. Send photo and full informa-
tion. WFRO, Fremont, Ohio.
Immediate opening for experienced salesman.
Established accounts and market. Guarantee
against commission. This is a well paying posi-
tion for the ambitious salesman. Send full in-
formation, experience and photo. You will be
called by phone for nersonal interview if your
qualifications meet requirements. Contact Robert
V. Wolfe, WFRO, Fremont, Ohio.
Announcers
Pennsylvania chain needs experienced an-
nouncers. Good working conditions. 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, BROADCASTING.
Florida top-notch pop DJ. $100 week te start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, BROADCAST-
ING.
Immediate opening for staff announcer qualified
also as newsman. 1,000 watt independent near
Chicago. Personal interview necessary, detail
age, education, experience in resume. Box 821B,
BROADCASTING.
Will have opening around January first for chief
announcer. Excellent proposition for man capable
assistance on sales and copy or play-by-play
sports. Single station market Rocky Mountain
west. Box 925B, BROADCASTING.
Disc jockey and special events man for top-
rated show on top-rated news and music indie.
Sunny Florida living in booming market. Send
tape, resume, etc., to Box 958B, BROADCAST-
ING.
Immediate opening — dj midwest. Peppy. Experi-
enced. Introduce records in rhyme. $150 week.
Box 102C, BROADCASTING.
Maryland independent wants staff announcer with
some experience who can do good record show
and operate board. Box 131C, BROADCASTING.
Two announcers in established western Penn-
sylvania station. Must be experienced in board
work, news writing and show imagination in dj
work. Good pay to right men. Send tape, refer-
ences, salary requirements, background and pic-
ture. All material will be returned promptly.
Box 152C, BROADCASTING.
Here's what we want: A sober man; a family
man (or a real adult who thinks like one); a
young man; a man who knows music and can
read news; a man who likes the south; a man
who would like to become a part of a very small
community and a top radio station. A man who
can accept a small but good salary and grow
with station. If you like fresh air and radio with
a large breath of it, if you're good enough to
mould into an operation and not rebuild to suit
you send photo, audition tape, and salary re-
quirements with first letter. If vou have a ticket
so much the better. Box 153C, BROADCASTING.
Above-the-average announcer-salesman for kil-
owatt davtime music station in one of Georgia s
best markets. Top salary plus liberal commis-
sion. Box 163C, BROADCASTING.
Announcer, with bright delivery, with news and
production ability, as key man in new produc-
tion format at No. 1 station in medium market.
Send resume and tape to Box 169C, BROAD-
CASTING.
Ohio, immediate— dj, fast paced, experienced.
Call Akron, Blackstone 3-6171.
Need good combination disc jockey. Play-by-
plav man or play-by-play salesman. First class
helpful but not necessarv. Salary, talent and
commission. KFJI, Klamath Falls, Oregon.
Wanted, experienced announcer California in-
dependent. KONG, Visalia, California^
Snappy announcer-salesman. If vou have "zoom
for music and news phone KPRK, Livingston,
Montana. Paying eighty-five dollars week plus
fifteen percent commission to start.
Announcer with first phone, no maintenance,
contact G. C. Packard, KTRC, Santa Fe, N. M.
Announcer experienced all phases needed im-
mediately by 5,000 watt NBC station, city of
17 000 Our man should hail from Kansas or
adjacent states. This is permanent position with
good station and floaters need not apply. Send
audition, references, marital and draft status^ and
salary requirements to Jim Heaton, KVGB, Great
Bend, Kansas.
RADIO
Help Wanted— (Cont'd)
Announcers
Announcer-engineer. First class license. Good
conditions, staff, town. Small market, Kansas.
Enjoyable announcing shift. Box 185C, BROAD-
CASTING.
First phone announcer wanted, not necessarily
highly experienced. Must be young, aggressive,
and willing to work. WFBF, Fernandina Beach,
Florida.
Announcer with first phone wanted. Enjoy living
in Florida's city beautiful. Send tape, photo, state
salary and qualifications to Don Clark, WKIS,
Orlando, Florida.
Experienced staff dj. All-round man. WKLZ,
Kalamazoo, Michigan.
Wanted, announcer with sports experience. Joe
Phillips, WSSO, Starkville, Mississippi, home of
Mississippi State College.
Big small town market of 70,000 (general vicinity
of Atlanta) wants combo man with 1st phone
ticket for night shift — never more than 4 or 5
hours per night on board, only 5 nights a week.
Must have good voice. Send tape, resume and
desired starting salary immediately to Don
Mitchell, 230 Lakeview Ave., NE, Atlanta 5,
Georgia.
Technical
Need an engineer-announcer for small southwest
single market. Prefer man from the southwest.
Box 801B, BROADCASTING.
Wanted engineer for 5000 watt network affiliate,
south, must stay sober, be cooperative, energetic
with good character. Full information photo,
references required first letter. Box 804B,
BROADCASTING.
Chief engineer-announcer or chief engineer-
salesman with solid experience either combina-
tion, salary to $125 depending. Midwest preferred.
Require complete resume, tape, picture. Box
961B, BROADCASTING.
Eastern Kentucky daytimer needs first class
engineer immediately. Send complete resume.
Box 991B, BROADCASTING.
Wanted, engineer-announcer with first class
phone. Central Penna Network affiliate. Experi-
ence preferred, immediate opening, benefits.
Write Box 999B, BROADCASTING.
Southwest station wants all-around chief engi-
neer with good record. Box 115C, BROADCAST-
ING.
Need engineer for active station. Some announc-
ing. Good pay and pleasant working conditions.
Box 138C, BROADCASTING.
New Texas daytimer needs two personality
di's. Rush tape and resume to Tom Gibson,
KZEY, Tyler, Texas.
First phone needed by northwest independent.
Box 145C, BROADCASTING.
Chief engineer-announcer. Small market, non-
directional station. Kansas. Studio, transmitter
together. Standard, easily maintained equipment.
Pop music, commercial and news announcing.
Congenial staff. Good town. Box 184C, BROAD-
CASTING.
Engineer-announcer with first ticket for 1 kw
daytime. Congenial staff, pleasant working con-
ditions. Contact Manager, Station WAXE, Vero
Beach, Florida.
Chief engineer-announcer. $100 week start. Need
January 1st to install all new Gates equipment
for 1 kw modern station. Ideal living and work-
ing conditions. Write Joe Grollman, WAZA,
Bainbridge, Georgia.
Combo 1st phone, no maintenance. Experienced.
WHTG, Route 1, Asbury Park, New Jersey.
Technical supervisor take charge well equipped
am-fm operation. New Gates kilowatt am. GE fm
transmitters, remote controlled. Applicants must
have several years all-around maintenance ex-
perience. Excellent opportunity for engineer
preferring station which maintains A-l equipment
condition. Contact Ray Cheney, WMIX, Mt.
Vernon. Illinois.
Wanted, engineer, first class, for 5 kw directional,
no announcing required. Contact Harry W. Jack-
son, CE, WMMN, Fairmont, W. Va.
Broadcasting
November 25, 1957 • Page 111
RADIO
Help Wanted— (Cont'd)
Production-Programming, Others
Someone to handle traffic and some correspond-
ence. Progressive station. Northwest North Caro-
lina. Wonderful climate. Excellent pay to the
right person. Box 882B, BROADCASTING.
Want experienced local newsman. Photographic
experience helpful. Pay in three figures for right
man. Send pix, tape and full facts. Box 940B,
BROADCASTING.
Experienced and persuasive copywriter for net-
work station in beautiful Texas resort city. Box
946B, BROADCASTING.
RADIO
Situations Wanted — (Cont'd)
Management
General manager for small market station de-
sires similar position with medium or large mar-
ket station. Proven record and best references
from nation's most respected multiple-station
owner. Current station sold after increase in
income. Available after December 15th. Will
accept salary-override arrangement or will work
out management contract. Must have minimum
$9,000 plus. Write to R. C, 1750 39th Ave., San
Francisco.
Announcers
RADIO
Situations Wanted — (Cont'd)
Announcers
Experienced announcer with first phone desires
to locate in New England. College; 27; employed;
no maintenance. Box 155C, BROADCASTING.
Nine years, radio-television anouncing, directing.
$5200 minimum, east preferred. Box 158C,
BROADCASTING.
Top hillbilly dj. 2 years experience. Just listen to
my tape. Good references. Can run board. Prefer
midwest location, but will consider anywhere.
Box 170C, BROADCASTING.
Experienced woman office and traffic manager
with bookkeeping knowledge and well-rounded
small station background. Salary to $85. Furnish
complete resume, references, picture. Midwest.
Box 962B, BROADCASTING.
5000 watt mid-west radio needs assistant news
and sports director. News leg and air work
sports, air color play-by-play. Music background,
first phone ticket. Young married man preferred.
Excellent future. Send tape, photo, references,
salary expected to James Jae, Manager, KHMO,
Hannibal, Missouri.
Immediate opening for experienced, creative
radio newsman. WCOJ, Coatesville, Penna.
Copywriter. Experienced. Send details. WEOK,
Poughkeepsie, N. Y.
RADIO
Situations Wanted
Management
Experienced manager, thirteen years radio-
television. Looking for opportunity to manage
station, become part-owner. Degree, family,
sales-minded, economical operator. Good refer-
ences. Box 993B, BROADCASTING.
Enthusiastic manager-sales manager desires
change. Thoroughly experienced in all phases
of radio management. Effective administrator
and money maker. Can furnish over 15 years
proven ability. Interested in radio manager-
sales manager or tv sales manager position.
Also would consider investing in small or
medium market station and assume manage-
ment. Desire Georgia, South Carolina or Florida.
Box 111C, BROADCASTING.
General manager — several years experience sales,
sales management, management. General mana-
ger top station good mid-west market. Seeking
advancement. Earning $15,000.00. Guarantee re-
sults. Have records of proven results. Matured,
reliable family man mid-thirties. Looking only
for bigger position with greater potential. Best
relations with present company. You will meet
energetic man in prime who guarantees produc-
tion, if you have the soot I want. Not interested
in a story about security. Respectfully, but only
interested in challenge, potential and top income
This formula has shown me security for my
family. Wondering what a successful young ra-
dio manager does for this income and how he
keeps board of directors happy? Investigate me —
either of us can lose very little by talking In-
cidently, I specialize in independent radio, the
kind that's No. 1 everywhere in audience and
profits. The writer is a responsible, energetic
man who hasn't climbed high enough as vet
Box 139C, BROADCASTING
17 years radio-tv. 42, married. Management, sales
promotion exeperience. Presently top salesman
ty station. Income imoortant, future essential
Box 141C, BROADCASTING. essential.
Manager-salesmanager. Florida only. Long ex-
perienced management. Efficient business build
mg, operation and programming. Reliable, middle
age live wire, strong sales. Florida my home and
know the markets. Reasonable salary and ner-
centage. Box 150C, BROADCASTING
162C.S ' BRO ADC ACTING*31316 ' C« ^-Ifcfx
^oung (32), dynamic station manager caDable
of mcreasmg ratings, sales, and net Presentlv
managing metropolitan station. Desire challlnee
BPRPO0A^CAySTIN^Per rem— tion. V^SE".
Conversant all phases radio, managerial exneri
ence, strong sales; want small market salel man
ager spot. Box 178C, BROADCASTING
2 years experience. Strong music, Basie to
Beethoven. News, write continuity and copy.
Tops on board. Box 525B, BROADCASTING.
DJ beginner, capable, eager to please, salary
second to opportunity. Grad N. Y. radio school.
Tape and resume immediately on request. Box
785B, BROADCASTING.
Girl personality, dj, run own board, eager to
please. Free to travel, gimmicks and sales. Box
786B, BROADCASTING.
Personality-dj. Strong commercials, gimmicks,
etc., run own board. Steady, eager to please, go
anywhere. Box 787B, BROADCASTING.
Highly experienced deejay now in top market.
Negro. Great voice. Hipster. First phone. Box
887B, BROADCASTING.
Basketball announcer, 7 years experience. Finest
of references. Excellent voice. Box 898B, BROAD-
CASTING.
Former network sportscaster and sports director
wishes to relocate. Excellent play-by-play. Tape,
picture and resume on request. Box 966B,
BROADCASTING.
Announcer. Ten years experience network af-
filiate and independent. Quality voice, familiar
all types music. News and sports, write and de-
liver. Also copy. Some sales. Public relations.
College. Married. Car. Box 989B, BROADCAST-
ING.
Young, aggressive man desires combo sports,
sales. Successful sales record, and two years
experience calling football, basketball, baseball.
Finest references. Box HOC, BROADCASTING.
10 years experience — last five years in present
position. Top news delivery and announcing,
plus other experience. Married, family, excellent
references including present employer. Box 112C,
BROADCASTING.
Recent radio and tv school graduate, 27, aggres-
sive, married, east coast preferred, four years
sales, three years sales management. Resume
and tape available. Box 114C, BROADCASTING.
DJ, sports. News. 4 years experience, young,
married, want to build a show. Prefer staff and
sports tie. Box 118C, BROADCASTING.
Girl announcer — voice that sells. Own homemaker
show. Write own copy. Can run board. Tape
upon request. Box 119C, BROADCASTING.
Announcer — known as The Voice. Can do special
events, news, dj, and run board. Tape and pic-
ture available upon request. Box 120C, BROAD-
CASTING.
Staff announcer. Nationally top-rated dj per-
sonality. Knows music, artists. Experienced in
radio, tv, board work, news, good voice, smooth
delivery, program ideas, gimmicks. First phone.
Married. Capable, dependable. References. Box
122C, BROADCASTING.
Experienced staff announcer-newscaster, 35,
knows music. Seeks change January. Will travel.
Box 133C, BROADCASTING.
Top dj three years experience, knows music,
good commercial, family. Box 134C, BROAD-
CASTING.
Success story as pops-standards deejay, news-
caster in southern border state proves I can
work successfully in other areas, large or small
station, without opposition from public. Negro,
no racial accent. Not negro personality type. 2
years commercial experience. Two A.F.R.S. Write
copy. Married. References. Box 135C, BROAD-
CASTING.
Announcer, first phone, thoroughly experienced.
Sober, clean habits, dependable, selling voice.
Seeks permanent position. Box 142C, BROAD-
CASTING.
Experienced young announcer with first phone.
Prefer northwest but will travel. Box 143C,
BROADCASTING.
Announcer, first phone, wants permanent posi-
tion, college, married, experience, $450. Box 171C,
BROADCASTING.
Top jock? You bet! Radioman? All the way!
Ability? Read what my last boss said! Experi-
enced? 2 years, pd! Successful? Now working in
one of the top 10 markets in the country! Why
leave? Too much tv! Interested? I've got the
tapes! No jukeboxes, please! Box 172C, BROAD-
CASTING.
Announcer, IV2 years experience, BA Degree,
vet, 23 single. Desire permanent position with
future as staff announcer, reporter-announcer or
play-by-play. Box 177C, BROADCASTING.
Negro personality: Relocate. Now with top audi-
ence, 5000 watter. Five years dj experience.
Permanent. Box 180C, BROADCASTING.
4 years radio. Know all music. Employed, mar-
ried. Afternoon shift desired. Northeast pre-
ferred. Charlie Doll, Station WFTR, Front Royal.
Virginia.
Deejay-boothman. Available December. Bill
Dillner, 400 Jersey, Quincy, Illinois.
Newcomer seeks general staff-announcing post.
Presently with metropolitan daily. 26. BA English
plus extension work in broadcasting. Live audi-
tion within 100 miles radius of New York. No
tapes. Michael Blake, 166 Quincy Street, Passaic.
New Jersey.
Personality dj-4 years experience. 24, married.
Sales experience. Desires position in New
England. Contact Bob Germain, Colrain, Mass.
National 4-3460.
Experienced announcer, good dj, news, inter-
views, hard worker. Desires permanent work in
home state Florida. Write, Peter Hochberg, 925
N. Shore Dr., Miami Beach, Florida.
Announcer, seven years experience, now avail-
able. Contact Don Thursten, phone 1320, Stuart.
Florida.
Two best unemployed announcers in the world
available immediately for television and/or radio.
Will travel as team or separately. Vander Jagt
is proven television news director with degrees
from Hope, Yale and Bonn. Named one of
Michigan's five outstanding young men. Van
Duyse is one of America's most colorful and
imaginative sportcasters whether on camera or
play-by-play. Guy Vander Jagt, Telephone Pros-
pect 5-7454. Fritz Van Duyse, Prospect 5-9218.
931 Cotey Street, Cadillac, Michigan.
Fast moving Storz style negro dj ready for west
coast. Contact Chet Whiteside, 105 Ashworth
Place, Syracuse, New York.
Technical
Experienced chief engineer wants permanent
position. Reasonable salary. Licensed. Box 911B.
BROADCASTING.
First phone; experienced transmitter, control
room remotes, and constructions. Box 959t5,
BROADCASTING.
First phone engineer, radio or tv, studio or
transmitter. West preferred. Box 132C, BROAD-
CASTING.
Engineer-operator, nine years experience all
phases, wishes overseas position m broadcasting
or related fields. Reply Box 161C, BROADCAST-
ING.
Engineer-announcer with 17 years experience in-
cluding design, installation and maintenance of
directionals. North Georgia or Blue Ridge section
only. Box 164C, BROADCASTING.
Page 112 • November 25, 1957
Broadcasting
RADIO
TELEVISION
Situations Wanted — (Cont'd)
Technical
Experienced 1st phone combo family man prefer
c/w deejay. No maintenance. Box 939B, BROAD-
CASTING.
Chief engineer, 25 years experience, available im-
mediately for permanent chief engineer or man-
ager-chief engineer position. No combo work.
Box 165C, BROADCASTING.
1st phone, combo-pd, 8 years, making $400. Colo-
rado, southwest? Box 176C, BROADCASTING.
Combo, first phone, announcer. Long on ambi-
tion, short on experience. Max Floyd, Route 2,
Paris, Texas.
Chief engineer, experienced, construction main-
tenance, directional antennas. Looking for per-
manent position in east. Married, sober, depend-
able. Available December. Lyle Lincoln, 113 Wil-
son Street, Havre de Grace, Md. Phone 749-J.
Production-Programming, Others
Professional broadcaster, married, veteran, col-
lege graduate, eleven years broadcasting, known
in the industry, desires program directorship, 5
to 50 kilowatts. Box 953B, BROADCASTING.
Husband-wife team desire positions with ad-
vancement, management possibilities. College
graduates, experienced most phases radio. Inter-
ested community living. Prefer west or north-
west, but will consider any good offer. Box 988B,
BROADCASTING.
Specialist doctoring sick radio stations. I'll pd
you into the black. Need $10,000. 14 years back-
ground in top stations. Box 117C, BROADCAST-
ING.
News director-commentator. Top talent, fully ex-
perienced, now employed. Exceptionally fine
voice. Mature, authoritative delivery. Want top
station at top salary. First phone, no mainten-
ance. Box 173C, BROADCASTING.
TELEVISION
Help Wanted
Sales
Salesman for California vhf three network-tv
station. Needed immediately. Experience and
proven record required. We need a stable, ma-
ture man who is willing to work hard in return
for good compensation and profit participation.
Send complete resume, references and photo first
letter to Rowena Kimzey, P. O. Box 286, San Luis
Obispo, California.
Announcers
California network tv station needs announcer.
Must be stable, mature, and experienced at lo-
cal station level; with good voice, good sell, good
on-the-air appearance. Must be able to work
well with people. Send all details first letter, in-
cluding resume, picture, references and tape of
commercials recorded at 7V2 R.P.M. to Gary Fer-
lisi KSBW-TV, P. O. Box 1651, Salinas, California.
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B, BROADCASTING.
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
If you have a first class license and good voice,
like to work, enjoy eating and dressing well, want
to live in one of the nation's outstanding recrea-
tional areas, and are looking for a real opportu-
nity with a growing company, rush letter, tape
and photo to Dick Vick, KGEZ-TV, Kalispell,
Montana.
Help Wanted— (Cont'd)
Technical
Have technical opening for man either experi-
enced or inexperienced. First phone reqiured.
KXJB-TV, Valley City, North Dakota.
Production-Programming, Others
Experienced television copywriter with speed
and imagination for Texas vhf. Box 945B,
BROADCASTING.
Top CBS affiliate in major midwest market has
opening for experience, aggressive promotion
director. State experience, qualifications and
salary requirements in first letter. All replies
held confidential. Reply Box 127C, BROADCAST-
ING.
Midwest vhf with CBS, ABC affiliation urgently
needs experienced, imaginative director. Box
154C, BROADCASTING.
TV commercial copywriter needed immediately
for expanding department. Send resume, samples
to Hal Heidbreder, Advertising Director, WGEM-
TV, Quincy, Illinois.
TELEVISION
TELEVISION
Situations Wanted
Management
Station manager-commercial manager. Hard
working, conscientious with outstanding tv sales
and ad agency record. 10 years experience with
best of references. Relocate west of Mississippi
only. Family man interested in incentive plan.
Available now! Box 982B, BROADCASTING.
Manager in small market, looking for oppor-
tunity in larger market. Sales-minded, eco-
nomical operator, sound ideas, programming
background. Thirteen years radio-television. Ex-
cellent references. Box 994B, BROADCASTING.
Television executive: Seven years vice presi-
dent, director and general sales manager major
vhf in most publicized section of country. (Re-
signed for understandable reasons.) Past earn-
ings in high five figures (don't stop here) pre-
fer commission and bonus arrangements. Excel-
lent recommendations by former employer and
other operators of television and radio stations,
national representatives (and field men) as well
as local agencies and advertisers. Prior to tele-
vision owned and operated radio stations (have
owner's view point). Competent in administra-
tion, sales, sales training and management.
Complete dossier on qualifications upon request.
Box 116C, BROADCASTING.
Promotion manager. Award winning promotion
manager desires position with major or medium
market station. Expert in sales promotion, de-
velopment, merchandising and advertising. Strong
on regional and national sales. Top Madison and
Michigan Avenue references. East and midwest.
Box 124C, BROADCASTING.
Experienced sales manager wants permanent
position with vhf as manager or sales manager.
14 years experience all phases broadcasting. Good
character and ability references. Family man,
active in community affairs. Box 125C, BROAD-
CASTING.
Sales
Family man. Three years with present employer.
Seeks greater potential in western market.
Available for interview. Box 944B, BROAD-
CASTING.
Situations Wanted — (Cont'd)
Announcers
TV announcer, air personality. Solid experience,
exceptional ability, outstanding tv-radio back-
ground. Seeking better financial opportunities.
Box 941B, BROADCASTING.
Seeking job as staff announcer radio-tv. Thor-
oughly trained. Live commercial experience.
Tape available. Box 979B, BROADCASTING.
Experienced announcer, presently employed in
radio, desires advancement to tv. Single, 27,
veteran. Tape, resume available. Box 136C,
BROADCASTING.
Newsman-announcer seeking tv/radio position.
Can gather, write, shoot. Four years experience
all phases. Strong on announcing. BA Degree. Ex-
cellent references. Box 167C, BROADCASTING.
Technical
Chief or assistant, nine years television, strong on
studio maintenance. Remotes and economical
operation. Box 179C, BROADCASTING.
Production-Programming, Others
Photographer. Experienced news and commer-
cial, complete equipment: family; locate any-
where. Box 893B, BROADCASTING.
Copywriter-fresh, new production ideas, on-
camera and writing experience. Box 920B,
BROADCASTING. '
Professional broadcaster, married, veteran, col-
lege graduate, eleven years broadcasting known
m the industry, desires major market program
directorship. Box 954B, BROADCASTING.
Program director. 8 years television in network
and local operations. Large and small markets.
Thoroughly experienced film buyer. Presently
program director #1 midwest CBS, NBC sta-
tion. Married, three children, veteran. Box 128C
BROADCASTING.
Film or program department. Professional pho-
tographer with tv production and film training.
Will relocate resume and references. Box 137C
BROADCASTING.
Director-cameraman. Married. Presently em-
ployed. 4 years experience all phases produc-
tion. Desires more opportunity. Box 147C,
BROADCASTING.
I think I know. At least I should, having spent
the past 10 years creating advertising and pro-
motion for every phase of radio and television in-
cluding network, spot and local. Have served as
copywriter, assistant manager and manager.
Can supply excellent references and samples. Box
156C, BROADCASTING.
Attention advertising agencies, young director-
producer with major advertising agency, net-
work and film production company background
east and west coast commercial and program-
ming, live and film, desires to relocate. Avail-
able for interviews New York till December 3.
Box 159C, BROADCASTING.
PAY-TV OPPORTUNITY
Television station in prosperous and growing city of
210,000 population. Ideal opportunity for early en-
try into prosperous Pay-TV. Includes 60,000 square
feet of valuable land well located, 5,260 square feet
tile and cement block building fully equipped and air
conditioned, 450 foot tower, RCA transmitter and
Channel 17 radiator. Will sell for less than replace-
ment cost on favorable terms.
Box 820B, BROADCASTING
^<><><3><3><3><3><3k>0<><>^
BP OADCASTING
November 25, 1957
Page 113
FOR SALE
FOR SALE— (Cont'd)
RADIO
Stations
For sale, fulltime station located in midwest, do-
ing nice business. No broker. Box 924B, BROAD-
CASTING.
Upper south, single station market, asking price,
$29,000 with $10,000 cash down payment. Paul H.
Chapman Company, 84 Peachtree, Atlanta.
Carolina metropolitan market station, $120,000
total with $50,000 down. Paul H. Chapman Com-
pany, 84 Peachtree, Atlanta.
Top 25 market station, middle Atlantic state,
$320,000 total, 29% down, balance terms. Paul H.
Chapman Company, 17 East 48th, New York.
Tulsa-Little Rock area. AM station now avail-
able. Ralph Erwin. Broker. Tulsa. Tuloma
Building.
Little Rock-St. Louis area. Medium-city broad-
cast station now available. Ralph Erwin. Broker.
Tulsa.
St. Louis-Kansas City area. An outstanding am
station now available. Ralph Erwin. Broker.
Tulsa.
Kansas City-Wichita area. A full-time am sta-
tion now available. Ralph Erwin. Broker. Tulsa.
Quality broadcast property now available on ex-
clusive basis. Ralph Erwin. Broker. Tuloma
Building, Tulsa.
Ozark wonderland. A thriving medium city mar-
ket. A pioneer station. Priced at $90,000. Written
inquiries invited. Ralph Erwin. Broker. Tuloma
Building, Tulsa.
Mid-continent station. Now available. A full-
time operation. City of more than 30,000. Less
than 300 miles from Kansas City. Substantial
down rjayment required. Written inquiries- in-
vited. Ralph Erwin. Broker. Tuloma Building,
Tulsa.
Norman & Norman, Inc., 510 Security Bldg..
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
Make bid: 1 Ampex 403 portable; 5 Ampex 301
factory-rebuilt; 1 Ampex 350 '57 Model. Berlant
BR-1 complete, full track erase V2 -track record/
playback, 200 hrs. use, $375; Package: 1 Magne-
cordette, 1 PT63AH, 1 PT7P, 1 3-channel hi-level
mixer, all one year old, $750; 1 PT-6 rack tape
deck, $125; 1 PT-6 with electronics and Ranger-
tone sync, portable, $250. Box 113C, BROAD-
CASTING.
One GL-5518 tube. Never used. Present list $890.
Will sell or trade for unused GL-7D21. Box 175C,
BROADCASTING.
For sale, fm mast. Collins six bay doughnut tuned
to 99.7. $900.00 F.O.B-, Sedalia, Missouri. Apply
M. J. Hinlein, KDRO-TV, Phone 1651, Sedalia.
Complete Rust remote including 1080A, 1081A
units, off air monitor receiver, relays, actuator,
fine working, like new, half price, $1000. KSPR,
Casper, Wyoming.
740 feet 6Y8 inch coax transmission line in per-
fect condition. Crated and ready for shipment,
$7,400 cash. Contact W. L. Shackelford, KSWS-
TV, Roswell, New Mexico.
For sale, 1 Channel 12 four-bay Prodelin antenna,
1 channel 13 diaplexer, 2 channel 13 Marmonic
filters. Contact Lloyd Amoo, KXJB-TV, Vallev
City, North Dakota.
Standard transcription library for sale y3 cost
Almost new WAYE, Baltimore 1, Maryland.
1 RCA TK-11 studio image orthicon camera
chain, 2y2 years old. Call Mr. Clark, W-TWO
Television, Bangor, Maine, phone 9324.
Two Magnecorders (PT6-J and PT6-A) for rack
mount, $300 each. One identical recorder in
portable cases, $350. Box 778, North Platte,
Nebraska.
3 Fairchild 524A1 two-speed turntables with W.
E. pickups, arms, equalizers and cabinets. $60.00
each F.O.B. Post Office Box 1841, Montgomery
Alabama.
Equipment
Ampex. Immediate delivery, factory-direct, the
following equipment: Model 300, Model 350,
Model 601, Model 620, Model 3200C tape dupli-
cators, automatic programming systems, multi-
channel recorders in two to eight channels. You
benefit when you deal direct with: the Profes-
sional Products Division, Ampex Corporation,
934 Charter Street, Redwood City, California.
Tower, 200' guyed Windcharger, new type light-
ing, perfect condition, presently erected, will ac-
cept best offer received before November 30,
must be moved promptly, Phillip G. Back, Ark-
ansas Gazette Building, Little Rock, Arkansas.
For sale: Ampex 350, 350-2, 600, 60, 601-2, and A
series available from stock at Grove Enterprises,
Roslyn, Pa., TUrner 7-4277.
Sangamo G-3 mica capacitators .0005 at 20,000
volts, brand new over 50% off, $40. Western
Electric type 185 Jack Panels, 48 type 218A jacks,
brand new, $25 each. M. A. Hoffman, 8000 Sunset
Blvd., Hollywood, Calif.
WANTED TO BUY
Stations
Lease your northeast am or fm operation to
responsible broadcast team. Manage and program
for any reasonable percentage. Write Box 126C,
BROADCASTING.
Have capital and ten years of production-sales
experience with major metropolitan tv station.
Desire investment in tv operation. Box 140C,
BROADCASTING.
Experienced broadcaster has $15,000 for radio
station interest. Wants active part in manage-
ment and operations. Box 144C, BROADCAST-
ING.
Stations wanted! New Mexico, Texas, Colorado,
Oklahoma, Louisiana, Kansas, Arkansas, Mis-
souri. Private service. Ralph J. Erwin. Broker.
The Tuloma Building, Tulsa.
Experienced radio men want to lease station in
Colorado, New Mexico or Arizona. With or with-
out option to buy. Contact Ray Malmberg, 608
Cedar St., Webster City, Iowa.
Equipment
Wanted to buy, 10 kw fm transmitter, other fm
accessories. Reply Box 467B, BROADCASTING.
Wanted: 250 watt fm transmitter, frequency and
modulation monitor. State make and condition.
Quick cash sale. Box 947B, BROADCASTING.
Wanted — Used portable field strength meter in
good condition. Box 129C, BROADCASTING.
Wanted, adapter fittings to enable use of Ex-
achta camera lense on RCA-TV camera extra
mounts. Box 151C, BROADCASTING.
Late model 250 watt am transmitter for Conel-
rad and stand by use. Also miscellaneous studio
equipment suitable for a standby control room
and recording studio. All equipment must be in
good condition. For information call DI 3-9544.
Charleston, W. Va.
380-410 foot guyed tower. KBRO, Box 1803, Sta-
tion A, Bremerton, Wash.
Used Gates remote control units, complete. Con-
tact Ken Duke, KDDD, Dumas, Texas. Phone
Webster 5-4141.
10 or 1 kw fm transmitter and associated equip-
ment. Reply to W. Bolle, Box 504F, Altadena,
Calif. Phone Elgin 5-7541.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30. Pa.
INSTRUCTIONS
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington. D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services.
737 11th St., N. W., Washington, D. C.
MISCELLANEOUS
Spot commercial copyrighted program ideas,
radio or tv, exclusive, factual, fascinating ma-
terial, sample scripts, details available. Box 121C,
BROADCASTING.
Help Wanted
Sales
I SALES ENGINEER §
Broadcasting Equipment §
Outstanding opportunity in broad- §
; cast equipment sales with leading §
j manufacturer. Immediate opening. §
V Requires travel in New York and £
§ New England area. ?
^ Position demands aggressive sales- ^
£ minded individual with technical y
? background. Good salary and ex- §
j pense account plus many company §
§ benefits. If you are the right man, £
§ this is an exceptional opportunity, r
& Wire Box 149C, BROADCASTING ?
HIIIIIIIIIIMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIMllllllllllliiii^
I ACCOUNT EXECUTIVE j
§ Major Ohio market station offers =
= unusual opportunity for fast step- |f
§ ping, hard hitting account execu- I
| tive who can really sell. If you 1
| know your business you can make =
i money and build yourself a fine i
| future with a top-notch opera- §
| tion. Sales managers position is §
= wide open at present moment. j|
I Ours is a competitive market, so |
| unless you can really sell, don't E
= waste our time or yours. If in- 1
1 terested, air mail special delivery j§
| complete resume. §
1 Box 160C, BROADCASTING |
?iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin=
Announcers
—UNUSUAL, SELLING D. J.'S—
5 kw Boston, and 10 kw Washington.
D. C. Immediate opening, must be out-
standing strong air salesmen. To top
pop format personality. Big future with
the East's fastest growing chain of indies.
Rush tape, resume to Bard Melton,
WMEX, Boston 15.
NO PHONE CALLS
Production-Programming, Others
NEWS DIRECTOR
Growing chain wants top-flight
news director effective January
First. Unless you are a mature
hard-hitting newshawk that can
dig it up and deliver it, don't
waste our time. Experience and
writing ability a must. Salary open.
Rush tape, photo, resume and
salary range to
Box 148C, BROADCASTING.
RADIO
Situations Wanted
Management
GENERAL MANAGER
SOUTH OR MIDWEST
$10,000
BOX 166C, BROADCASTING
Page 114 • November 25, 1957
Broadcasting
TELEVISION
EMPLOYMENT SERVICES
Help Wanted
Sales
MM S*V~7j
S Salesman for California VHF ^
Three Network-TV Station
\ Needed immediately. Exper-
ienced and proven record re-
J| quired. We need a stable,
mature man who is willing
to work hard in return for
\ good compensation and prof-
it participation. Send com-
plete resume, references and
photo first letter Rowena
Kimzey, P. 0. Box 286, San
S Luis Obispo, California.
Announcers
OPPORTUNITY. Experienced young
woman to do live TV commercials on
across-the-board show in Philadelphia.
Must be personable and sell convincingly.
Young housewife type preferred. Firm
contract to right gal. Send full resume
and photograph to
Box 923B, BROADCASTING.
| CALIFORNIA NETWORK *
*
TV STATION
NEEDS ANNOUNCER
*■ Must be stable, mature, and experi-
J enced at local station level ; with good *
J voice, good sell, good on-the-air ap-
+ pearance. Must be able to work well J
J with people. Send all details first let- *
4- ter, including resume, picture, refer- j
J ences and tape of commercials record- J
J ed at iy2 R.P.M. to Gary Ferlisi, *
* KSBW-TV, P. O. Box 1651, Salinas, *
* California.
EMPLOYMENT SERVICE
COME SOUTH!
Mississippi Broadcasters Associa-
tion, membership over 60 stations,
have openings for all phases of
broadcasting, including manage-
ment. If you would enjoy living in
leisurely mild climate with excel-
lent working conditions and good
pay, contact Mississippi Broadcast-
ers Placement Service (no fee), Paul
Schilling, WNAT, Natchez, Missis-
sippi.
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7. D. C.
FOR SALE
Equipment
Transmitter, VHF Dumont 25
kw for any low band VHF
needing maximum power. Like
new but has had one year's
shakedown operation. No bugs.
(Now on Channel 5)
Transmitter, console, terminal
equipment — Dumont. Console
includes audio and video
switching and monitoring. Pre-
wired audio racks.
Box 688B, BROADCASTING
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
WANTED TO BUY
Equipment
Wanted U.H.F. Transmitter
and accessories
Gene O'Fallon & Sons
639 Grant St., Denver Am 6-2397
MPatfotr
/or
you can't
beat a
classified ad
in getting
top-flight
personnel
FOR THE RECORD CONTINUED
Continues from page 110
of license from Olney Bcstg. Co. to 111. Bcstg. Co.
for $95,000. 111. Bcstg. Co. is owned by Lindsay-
Schaub Newspapers Inc., Decatur, 111. 111. Bcstg.
Co. is licensee of WSOY-AM-FM Decatur, 111.,
WSEI (FM) Effingham, 111., and has 20% voting
interest in WCIA (TV) Champaign, 111. An-
nounced Nov. 18.
WNBP Newburyport, Mass. — Seeks assignment
of license from Theodore Feinstein to Tri-City
Bcstg. Co. Corporate change. No control change.
Announced Nov. 20.
WLEW Bad Axe, Mich. — Seeks assignment of
license from Stevens- Wismer Bcstg. Co. to
Thumb Bcstg. Co. for total of $40,000 investment
for new partner James Muehlenbeck, who with
Harmon Stevens and John Wismer will each own
V3. Announced Nov. 15.
WJMS-TV Ironwood, Mich. — Seeks assignment
of cp from Upper Mich.-Wis. Bcstg. Co. to Lake
Superior Bcstg. Co. (contingent on FCC grant of
authorization to assignee for operation of WJMS-
TV as full satellite station to WDMJ-TV Mar-
quette, Mich.; and authorization of assignee to
have tv inter-city relay station to connect two
stations) for $10,000. Lake Superior Bcstg., owned
by The Mining Journal Co. Ltd., is also licensee
of WDMJ-AM-TV Marquette. Announced Nov. 18.
KWNO-AM-FM Winona, Minn. — Seeks assign-
ment of license from Winona Radio Service to
Winona Radio Service (constituting raise in
minority holdings). Corporate change. No control
change. Announced Nov. 14.
KOKO Warrensburg, Mo. — Seeks assignment of
license from Warrensburg Bcstg. Co. to Johnson
County Bcstrs. Inc. for $23,500. Johnson County
Bcstrs. is owned equally by Leslie P. Ware and
William R. Tedrick and wives (each couple 50%).
Leslie Ware is pres., principal stockholder KLPW
Union, Mo. and KNIM Maryville, Mo. William
Tedrick is owner KWRT Boonville, Mo. and V3
owner KDKD Clinton, Mo. Ruth Ware is minority
stockholder in KLPW and KNIM. Audrey Tedrick
is housewife. Announced Nov. 18.
KTOO Henderson, Nev. — Seeks assignment of
license from KTOO Inc. to Advertising Dynamics
Corp. for $63,600. Advertising Dynamics is owned
by Roland B. Vaile, Robert Arthur Janes (each
20%), Arthur Wells Gilmore, Stanley Eugene
Henslee, Richard W. Joy, George W. Fenneman
(each 10%). Mr. Vaile has been managing direc-
tor, Las Vegas, Nev. Chamber of Commerce. Mr.
Janes is manager KTOO. Mr. Fenneman is an-
nouncer NBC, Hollywood. Mr. Gilmore is actor-
announcer. Mr. Henslee is in securities and
markets. Mr. Joy is news director KFAC Los
Angeles, Calif. Announced Nov. 19.
KMAM, KMFM (FM) Tularosa, N. M.— Seeks
assignment of cp from Max I Rothman to
Tularosa Bcstg. Corp. for $10,000 plus assumption
of existing liabilities. Mr. Rothman owns 63% of
Tularosa Bcstg. Announced Nov. 20.
WEEU Reading, Pa. — Seeks assignment of li-
cense from Hawley Bcstg. Co. to WEEU Bcstg.
Co. for $200,000. WEEU Bcstg. is controlled by
Reading Eagle Co. Announced Nov. 1*.
WALD Walterboro, S. C. — Seeks assignment of
license from Walterboro Bcstg. Co. to Walterboro
Radiocasting Co. Corporate change. No control
change. Announced Nov. 14.
WCLE Cleveland, Tenn. — Seeks assignment of
license from Southeastern Enterprises to South-
eastern Enterprises Inc. for issuance of 200 shares
of capital stock, par $100 per share, and individ-
ual promissory notes in various amounts. No
control change of station. Announced Nov. 14.
KGAS Carthage, Tex. — Seeks assignment of
license from Thomas F. Alford and F. E. Barr
d/b as Carthage Bcstg. Co. to Beverly E. Brown,
A. Glenn Morton Jr. and William G. Morton d/b
as Carthage Bcstg. Co., a partnership, for $30,000.
Each of new owners will own V3 of Carthage
Bcstg. Co. Beverly E. Brown is office manager,
Consolidated Construction Co., Carthage. William
Morton was second lieutenant, U. S. Army. A.
Glenn Morton has ranching, oil and gas interests.
Announced Nov. 14.
WHYE Roanoke, Va. — Seeks assignment of li-
cense from Roanoke Bcstg. to Jefferson Bcstg.
Corp. Corporate change. Announced Nov. 14
Hearing Cases
INITIAL DECISIONS
Hearing Examiner Thomas H. Donahue issued
initial decision looking toward granting applica-
tion of OK Bcstg. Co. for new am station to
operate on 900 kc, 1 kw D, DA, in Mobile, Ala.
Hearing Examiner Basil P. Cooper issued initial
decision looking toward grant of application of
WKNE Corp. for new am station to operate on
1490 kc, 250 w unl., in Brattleboro, Vt. An-
nounced Nov. 20.
OTHER ACTIONS
Commission on Nov. 20 directed preparation of
document looking toward reopening, on its own
motion (not on petition), record in prceeding
involving application by Texas Technological
College for new tv station to operate on ch. 5
in Lubbock, Tex.
By order of Nov. 20, Commission granted peti-
tion by its Broadcast Bureau and enlarged issues
and amended designation order in proceeding on
applications of Knorr Bcstg. Corp., Lansing,
Mich., Capitol Bcstg. Co., East Lansing, Mich., and
W. A. Pomeroy, Tawas City-East Tawas, Mich.,
for new am stations to operate on 730 kc.
By memorandum opinion and order of Nov.
Broadcasting
November 2$, 1957 • Page 115
FOR THE RECORD continued
FCC THERE FIRST
Never let it be said that the FCC
isn't on the ball, or in this case,
the space satellite. From years-old
Sec. 3.311(d) of the FCC Standards:
"A basis for allocation of satellite
stations has not yet been determined.
For the present, applications will be
considered on their individual merits."
Prophecy? No, just a reference to fm
boosters.
20, Commission denied petition by Fernandina
Beach Bcstrs. for reconsideration of that portion
of July 18 order which enlarged issues in pro-
ceeding on its application for new am station
(WSIZ) to operate on 1310 kc, 1 kw D, in Doug-
las, Ga.
By order of Nov. 20, Commission granted peti-
tions by Southern Indiana Bcstrs. Inc., New-
burgh, Ind., to reopen record in proceeding on
application and that of Lawrenceville Bcstg. Co.,
Lawrenceville, 111., for new am stations to op-
erate on 910 kc to receive pertinent evidence
concerning death of one of Southern's officers
and stockholders and for leave to amend its
application with respect to certain ownership
facts; made facts set forth in Nov. 12 stipulation
between Southern, Lawrenceville and Chief of
Broadcast Bureau part of record, and closed
record.
NARBA Notifications
List of changes, proposed changes, and correc-
tions in assignment of Canadian Broadcasting
Stations Modifying Appendix containing assign-
ments of Canadian Broadcast Stations attached
to recommendations of the North American
Regional Broadcasting Agreement Engineering
Meeting, Jan. 30, 1941. Announced Oct. 15, 1957.
CANADIAN
560 kc
CFOS Owen Sound, Ont. — 1 kw DA-2 unl., Class
III. EIO 9-15-57.
610 kc
CKKL Thompson Townsite, Man. — 1 kw ND
unl., Class III. Assignment of call letters.
1110 kc
CFTJ Gait, Ont.— 0.25 kw ND, D, Class II.
Change in call letters from CKGR.
1340 kc
CKAK Huntsville, Ont.— 0.25 kw ND unl., Class
IV. Assignment of call letters.
Routine Roundup
ACTIONS BY FCC
By memorandum opinion and order, dismissed
letter protest by Winford M. Primm to Oct. 2
grant of transfer of control of Lee Bcstg. Corp.
(WEYE Sanford, N. C.) from W. L. Simmons,
et al., to Dallas L. and Martha H. Mackey.
By order, denied request of Television Spokane
Inc., for interim stay of grant pending consid-
eration of its protest of Sept. 25 grant of assign-
ment of licenses of KREM-AM-FM-TV (ch. 2)
from Louis Wasmer to KREM Bcstg. Co.
PETITIONS FOR RULE MAKING FILED
The Young People's Church of the Air, Phila-
delphia, Pa. — Petition requesting amendment of
tentative table of fm assignments by the issuance
of rule making so as to assign fm ch. 283 to
Philadelphia, Pa., by deleting assignment of ch.
284 at Trenton, N. J.; and to assign ch. 278 to
Trenton to substitute for ch. 284. Announced
Nov. 15.
Tri-Counties Public Service Die, Ventura-
Oxnard, Calif. — Petition requesting amendment
of revised tentative allocation plan for Class B
fm broadcast stations so as to add ch. 236 at
Ventura, Calif., in addition to presently assigned
channels; to delete ch. 236 at Santa Barbara,
Calif., and add ch 260 to same; and delete ch. 260
at San Luis Obispo, Calif., and add ch. 223 to
same. Announced Nov. 15.
PETITIONS FOR RECONSIDERATION DENIED
By memorandum opinion and order, Commis-
sion denied petition by The Jacksonville Journal
Co. (WJHP-TV [ch. 36] Jacksonville, Fla.) for
reconsideration of Aug. 8 denial of its proposal
to make ch. *7 educational tv reserved channel
in Jacksonville, available for commercial use
there or, alternatively, to delete commercial ch.
12 from that city and replace with ch. 46.
By memorandum opinion and order, Commis-
sion denied petition by St. Cloud Television Co.
for reconsideration of Sept. 11 report and order
which shifted ch. 7 from St. Cloud, Minn., to
Alexandria, Minn.
ORAL ARGUMENTS SCHEDULED
Commission on Nov. 20 scheduled following
proceedings for oral argument on Dec. 16:
Am applications of B. J. Parrish, Pine Bluff,
Ark., et al., and
Deep South Bcstg. Co. for mod. of cp of tv
station WSLA (ch. 8) Selma, Ala., to move trans,
site, etc.
ACTIONS ON MOTIONS
By Chief Hearing Examiner James. D. Cunning-
ham on dates shown
Ordered that hearings shall commence in fol-
lowing proceedings: Fargo Telecasting Co. and
North Dakota Bcstg. Co. Inc., for new tv stations
to operate on ch. 11 in Fargo, N. D.; Louisiana
Purchase Co. for new tv station to operate on
ch. 2 in St. Louis, Mo., and Signal Hill Telecast-
ing Corp., St. Louis, to change from ch. 36 vo
ch. 2; Oklahoma Television Corp., for new tv
station to operate on ch. 12 in New Orleans, La.,
and Supreme Bcstg. Co. Inc., to change frm ch.
20 to ch. 12 in New Orleans, on Jan. 6, 1958; am
applications of Pierce Brooks Bcstg. Corp.
(KGIL) San Fernando, Calif., Santa Rosa Bcstg.
Co., Santa Rosa, Calif., et al.; Radio Franklin Die,
Rocky Mount, Va., and S. L. Goodman, Bassett,
Va., on Jan. 9, 1958. Actions Nov. 8.
Granted petition of WDSU Bcstg. Corp., Port
Arthur, for dismissal of its application and re-
tained in hearing remaining applications involved
in consolidated proceeding for new tv station to
operate on ch. 12 and Television Bcstrs. Inc., to
change from ch. 31 to ch. 12 in Beaumont, Tex.
Action Nov. 12.
Granted petition of Chinook Television Co.,
Yakima, Wash., to extent that it seeks dismissal
of its application for cp to replace expired per-
mit (ch. 29), and denied in other respects; appli-
cation is dismissed with prejudice. Action
Nov. 12.
Granted petition of The Tradewinds Bcstg. Co.
(WCBQ) Sarasota, Fla., for dismissal without
prejudice of its applications for cp to replace
expired am construction permit and for mod.
of same. Action Nov. 13.
Granted petitions of K. C. Laurance, Medford,
Ore., and Philip D. Jackson, Weed, Calif., for
leave to file additional pleadings under section
1.730 of rules and pleadings entitled 'Answer to
Laurance Reply" and "Reply to Answer to
Laurance Reply" are accepted in proceeding on
their am applications (action Nov. 3); ordered
that document filed in this proceeding by Jackson
entitled "Jackson's Reply to Laurance Opposition
for Leave to File Pleading" is dismissed as moot.
Action Nov. 14.
By Hearing Examiner Jay A. Kyle on Nov. 13
Ordered that prehearing conference will be
held at 2:00 p.m., Nov. 27 re application of The
Radio Voice of New Hampshire Inc. (WMUR-TV
ch. 9), Manchester, N. H., for renewal of license
to cover cp, and application of Television for
New Hampshire Inc., for new tv station to op-
erate on ch. 9 in Manchester.
On own motion ordered that hearing on am
applications of Geoffrey A. Lapping and Phoenix
Bcstg. Co., Phoeniz, Ariz., tentatively scheduled
for Dec. 2, is continued to Dec. 4.
Ordered that prehearing conference will be
held on Dec. 2 in tv rulemaking proceeding in-
volving Evansville, ind., and Louisville, Ky., and
order directing Evansville Television Inc. to
show cause why its authorization for station
WTVW Evansville, should not be modified to
specify operation on ch. 31 in lieu of ch. 7.
By Hearing Examiner J. D. Bond on dates shown
Ordered that prehearing conference will be
held on Dec. 5 re applications of KOOS Inc.
(KOOS-TV), to change from ch. 16 to ch. 11
and Pacific Television Die, for new tv station to
operate on ch. 11, both Coos Bay, Ore.
By Hearing Examiner Charles J. Frederick
on dates shown
Ordered that further prehearing conference
will be held on Dec. 12 re am applications of
Enterprise Bcstg. Co., Fresno, Calif., et al. Action
Nov. 12.
Ordered that further hearing will be held on
Dec. 16 re application of Television Broadcasters
Inc. (KBMT) to change from ch. 31 to 12 and
KPBX Bcstg. Corp. and Brown Telecasters Inc.
for new tv stations to operate on ch. 12 in Beau-
mont, Tex. Action Nov. 12.
Ordered that hearing heretofore scheduled for
Nov. 19 is rescheduled for Nov. 25 re application
of Oregon Radio Inc., for extension of time to
complete construction of station KSLM-TV Sa-
lem, Ore. Action Nov. 12.
Ordered that, upon request of Oregon Radio
Inc., Salem, Ore., and with the acquiescence of
Broadcast Bureau, hearing scheduled for Nov. 25
is rescheduled for Dec. 2. Action Nov. 13.
By Hearing Examiner Thomas H. Donahue
on November 12
At the oral request of counsel for United Tele-
casting and Radio Co., and with concurrence of
counsel for Broadcast Bureau, hearing scheduled
for Nov. 13 is continued to Nov. 27 in proceeding
on its application for new tv station to operate
on ch. 9 in Ogden, Utah.
By Hearing Examiner Herbert Sharfman
on dates shown
Ordered that prehearing conference will be
held on Dec. 4 re application of Louisiana .Pur-
chase Co., for new tv station to operate on ch. 2
in St. Louis, Mo., and Signal Hill Telecasting
Corp., for mod. of cp to change from ch. 36 to
ch. 2 in St. Louis. Action Nov. 13.
By Hearing Examiner Elizabeth C. Smith
on dates shown
On own motion, with concurrence of all coun-
sel, ordered that hearing in session Nov. 13 is
continued to Nov. 25 re am application of Walter
T. Gaines (WGAV) Amsterdam, N. Y. Action
Nov. 13.
By Comr. Robert T. Bartley on November 15
Granted petition of Acadian Television Corp.,
Lafayette, La., for extension of time to Nov. 27,
to file reply to oppositions filed by KTAG Assoc.
(KTAG-TV) Lake Charles, La., and by Broad-
cast Bureau in ch. 3 proceeding.
By Chief Hearing Examiner James D.
Cunningham on November 18
Ordered that hearings shall commence on Jan.
13 in following tv proceedings: Sacramento Tele-
casters Inc. (KBET-TV) Sacramento, Calif., for
mod. of cp; St. Anthony Television Corp., and
WTVJ Die, for new tv stations to operate on
ch. 11 in Houma, La.
By memorandum opinion and order, denied
petitions of Evansville Chamber of Commerce
and WEHT Inc. (WEHT, ch. 50) Evansville, to
intervene in proceeding on Evansville Television
Inc., to show cause why its authorization for
WTVW Evansville, Ind., should not be modified
to specify operation on ch. 31 in lieu of ch. 7,
and dismissed Evansville Television Die's mo-
tion to strike instant petition of WEHT Inc.
By Hearing Examiner Jay A. Kyle on Nov. 18
Pursuant to prehearing conference on Nov.
18, and with concurrence of counsel, ordered
that hearing is scheduled for Jan. 20, 1958, re am
applications of Joseph M. Ripley Inc., Jackson-
ville., Fla., et al.
By Hearing Examiner Annie Neal Huntting
on November 15
Granted motion of Public Service Bcstg., Ri-
viera Beach, Fla., for continuance of date for
exchange of applicants' direct cases from Nov.
15 to Nov. 22; for giving notice as to witnesses
desired for cross-examination from Nov. 20 to
Nov. 27; and for commencement of hearing from
Nov. 27 to Dec. 4, in proceeding on Public's am
application and that of Gold Coast Bcstg. Co.,
Lake Worth, Fla.
By Hearing Examiner Thomas H. Donahue
on dates shown
Granted petition of Kermit F. Tracy, Fordyce,
Ark., for extension of time from Nov. 14 to
Dec. 16 for exchanging direct case, and hearing
scheduled for Nov. 18 is extended to Dec. 20, at
2:00 p.m., re Tracy's am application and that of
Jefferson County Bcstg. Co., Pine Bluff, Ark.
Action Nov. 15.
By Hearing Examiner J. D. Bond oh Nov. 15
By memorandum opinion and order, ordered that
under first issue in proceeding on applications of
United Bcstg. Co. Die, Carolina Bcstg. System
Inc., and New Hanover Bcstg. Co., for new tv
stations to operate on ch. 3 in Wilmington, N. C,
objections will be sustained to such evidence as
may be offered to prove that United may or will
take certain steps for purpose of becoming
authorized to construct, own, and operate tele-
vision broadcast station in North Carolina, and
that only evidence concerning whether United
is so authorized will be deemed admissible; pur-
suant to informal agreement among applicants,
ordered that paragraph 8 of order after first
prehearing conference is modified to provide
that further prehearing conference will be held
on Feb. 3, 1958, in lieu of Jan. 27, 1958, and pur-
suant to Sees. 1.813, 1.841 and 1.844 of rules,
ordered that for purposes of appeal to Commis-
sion effective date of this order shall be Nov. 21.
Ordered that prehearing conference will be
held on Dec. 12 re application of Oklahoma Tele-
vision Corp. for new tv station to operate on
ch. 12 in New Orleans, La., and Supreme Bcstg.
Co. Inc. (WJMR-TV) New Orleans, to change
from ch. 20 to ch. 12.
By Hearing Examiner Basil P. Cooper
on November 15
Granted joint petition of Birney Dnes Jr.
(WMOX) Meridian, Miss., and Mississippi Bcstg.
Co., Carthage, Miss., for continuance of date for
exchange of exhibits from Nov. 22 to Dec. 6 and
from Dec. 10 to Jan. 6, 1958, date of evidentiary
hearing on their am applications.
By Hearing Examiner Charles. J. Frederick
on November 18
Ordered that prehearing conference scheduled
for Nov. 21 is rescheduled for Nov. 25 on am
applications of David M. Segal and Kenneth G.
and Misha S. Prather, Boulder, Colo.
BROADCAST ACTIONS
By the Broadcast Bureau
Approved specifications submitted by Truth
Publishing Co. Inc., for change of operation of
WSJV Elkhart, Ind., from ch. 52 to ch. 28, pur-
suant to report and order in Docket 12134, effec-
tive Nov. 15; ERP vis. 204 kw, aur. 102 kw. ant.
height 640 ft.; condition. Announced Nov. 19.
Actions of November 15
WBEC Pittsfield, Mass. — Granted cp to replace
expired cp which authorized installation of old
main trans, as an aux. trans, at present location
of main trans.
Page 116 • November 25, 1957
Broadcasting
Actions of November 14
KMIL Cameron, Tex. — Granted assignment of
license to Milton F. Brown Jr., N. L. Caperton,
and Esther Belle White d/b as Milam Bcstrs. Ltd.
WXCN Providence, K. I.; WYCN New York,
N. Y. ; WHCN Hartford, Conn.; WBCN Lexington,
Mass. — Granted acquisition of positive control by
T. Mitchell Hastings Jr., through purchase of
stock from John W. Guider.
KSEL-FM Lubbock, Tex. — Granted license for
fm station.
WRFK Richmond, Va. — Granted license for
noncommercial educational fm station.
WBCN Boston, Mass. — Granted mod. of cp to
change trans, location of fm station and make
changes in ant. system, ant. height 500 ft.
WDSM-TV Superior, Wis. — Granted mod. of cp
to make changes in ant. system.
The following were granted extensions of com-
pletion dates: KLON Long Beach, Calif., to 12-30;
WFHA-FM Red Bank, N. J., to 2-28-58; WPTZ
North Pole, N. Y., to 5-1-58; WHBF-TV Rock
Island, 111., to 5-20-58; WTWV Tupelo, Miss., to
1-15-58.
Actions of November 13
Granted licenses for following tv stations:
KXGN-TV Glendive Bcstg. Corp., Glendive,
Mont., ERP vis. 5 kw, aur. 2.51 kw, ant. height
90 ft; WTAP The Zanesville Publishing Co.,
Parkersburg, W. Va., KPIC South West Oregon
Television Bcstg. Corp., Roseburg, Ore., ant.
height 1000 ft.
KOVR Stockton, Calif. — Granted license cover-
ing changes in facilities of tv station; ERP Vis.
316 kw, aur. 158 kw, ant. height 1180 ft.
KOAT-TV Albuquerque, N. M. — Granted cp to
maintain ant. system incorporated as mod., at
the new main trans, site, as aux. facilities.
KMAM Tularosa, N. M. — Granted mod. of cp
to change type trans.: condition.
KTET Livingston, Tex. — Granted mod. of cp
to change type trans.
Actions of November 12
WSAN Allentown, Pa. — Granted involuntary
assignment of licenses to Olivia M. Barnes and
Reuel H. Musselman, individually and as execu-
tors of estate of B. Bryan Musselman, deceased.
Granted licenses for following am stations:
KTJTY Palmdale Bcstrs., Palmdale, Calif.; WEAG
Blount County Bcstg. Co., Alcoa, Tenn.; KRNS
Radio Burns, Burns, Ore.; KVCK Hi-Line Bcstg.
Co., Wolf Point, Mont.
WMFJ Daytona Beach, Fla. — Granted license
covering change in ant. -trans, location and make
changes in ant. and groud system.
KOKA Shreveport, La. — Granted mod. of li-
cense to change name of licensee corporation to
Ebony Radio of Louisiana Inc.
WSRA Milton, Fla. — Granted mod. of cp to
change type trans, and make changes in ant.
system.
License Renewals
Following stations were granted renewal of
license: WBBB-FM Burlington, N. C.J WBBO-
FM Forest City, N. C; WBUY-FM Lexington,
N. C; WCAC (FM) Anderson, S. C; WCPS-FM
Tarboro, N. C; WCSC-FM Charleston, S. C;
WDNC-FM Durham, N. C; WDXY (FM) Spartan-
burg, S. C; WESC-FM Greenville, S. C; WEWO-
FM Laurinburg, N. C; WFBC-FM Greenville,
S C; WFMA (FM) Rocky Mount, N. C; WFNS-
FM Burlington, N. C; WGWR-FM Asheboro,
N. C; WHPE-FM High Point, N. C; WLOE-FM
Leaksville, N. C; WOHS-FM Shelby, N. C;
WLOS-FM Asheville, N. C; WMFR-FM Hieh
Point, N. C; WPTF-FM Raleigh, N. C; WRAL-
FM Raleigh, N. C; WREV-FM Reidsville, N. C;
WSNW-FM Seneca, S. C; WSOC-FM Charlotte,
N. C.J WSPA-FM Spartanburg, S. C; WSTP-FM
Salisbury, N. C; WHPS High Point, N. C; WUSC-
FM Columbia, S. C; WWWS Greenville, N. C;
WIS-TV Columbia, S. C; WLOS-TV Asheville,
N C; WNCT Greenville, N. C.J WSJS-TV Win-
ston-Salem, N. C; WSOC-TV Charlotte, N. C;
WUSN-TV Charleston, S. C; WFNS Burlington,
N. C.J WFRC Reidsville, N. C; WFSC Franklin,
N. C; WFVG Fuquay Springs, N. C; WGBG
Greensboro, N. C; WGIV Charlotte, N. C.J WGNI
Wilmington, N. C; WGTN Georgetown, S. C.J
WHAN Charleston, S. C.j WNAV-AM-FM An-
napolis, Md.; WGKV Charleston S. C; WCRE
Cheraw, S. C; WMFD Wilmington, N. C; WMMH
Marshall, N. C; WMNC Morganton, N. C.
WMPM Smithfield, N. C; WNCA Silver City
N. C.J WNNC Newton, N. C; WNOK Columbia
S. C; WOHS Shelby, N. C.J WOXF Oxford, N. C.
WPNF Brevard, N. C; WPTF Raleigh, N. C.
WQSN Charlestown, S. C.J WRAL Raleigh, N. C.
WRCS Ahoskie, N. C; WREV Reidsville, N. C.
WRHI Rock Hill, S. C: WRRF Washington, N. C.
WRRZ Clinton, N. C; WSJS Winston-Salem
N. C.J WSNW Seneca, S. C; WSPA Spartanburg
S. C; WSRC Durham, N. C; WSSC Sumter
S. C.J WSTP Salisbury, N. C; WTAB Tabor City
N. C.j WTOB Winston-Salem, N. C; WTYN
Tryon, N. C; WJAY Mullins, S. C; WJMX
Florence, S. C.J WLCM Lancaster, S. C; WMFR
High Point, N. C; WMRB Greenville, S. C;
WMUU Greenville, S. C; WMYB Myrtle Beach,
S. C; WLBG Laurens, S. C; WABZ Albermarle,
N. C; WAGS Bishopville, S. C; WEIP Easley,
S. C; WESC Greenville, S. C.j WEWO Laurin-
burg, N. C; WFAI Fayetteville, N. C.j WHCC
Waynesville, N. C.J WHIP Mooresville, N. C.j
WHIT New Bern, N. C; WHKP Hendersonville,
N. C.J WHKY Hickory, N. C.J WHSC Hartsville,
S. C.J WJRI Lenoir, N. C; WLOE Leaksville,
N. C.J WLOS Asheville, N. C.J WTBO Cumber-
land, Md.
Broadcasting
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November 25, 1957 • Page 117
PLAYBACK
APPLES AND ORANGES
The thoroughness of radio-tv audience
data in comparison to newspaper meas-
urements is noted by Harry F. Schroeter,
director of advertising, National Biscuit
Co. Speaking Nov. 14 at the Advertising
Research Foundation's Third Annual
Conference in New York, he says the
advertiser is faced with comparing elec-
tronic oranges with newspaper apples.
His talk, in part:
. . . Continuing experience with elec-
tronic media has given us the habit of
measuring costs in terms of delivered
audience, not simply in terms of poten-
tial audience. Now please don't think
for one minute that I am not in favor
of Audit Bureau of Circulations and all
that it stands for. I think everyone will
continue to buy printed media on audited
circulation figures. However, when elec-
tronic media are always measured in
terms of cost per thousand commercial
minutes or cost per thousand homes
reached, a comparison on similar terms
for print media and especially news-
papers would be mighty helpful.
. . . Today the Nabisco sales force
is just as excited about television and
even some forms of radio as it is about
the daily newspaper. Regardless of home
office influence, salesmen probably re-
flect chiefly the attitudes of the trade
they call on. My conclusion is that
grocers today are much more aware of
the impact of electronic media than they
were. Maybe they have learned by using
radio and tv themselves or perhaps be-
cause the buying committee today works
from forms listing not only newspapers
but all types of advertising. At any rate,
salesmen are no longer carrying a torch
for the daily newspaper.
JUST WHO ARE THE PROS?
Too much emphasis is placed on the
contention that broadcast newsmen need
to first gain experience and maturity in
other fields, declares Richard Pack at the'
12th Annual International Convention of
the Radio-Television News Directors.
[Trade Assns., Nov. 18, 11} It's falla-
cious thinking, says the Westinghouse
Broadcasting Co. vice president for pro-
gramming, who points out that the rigid
demands of radio-tv reporting produce
the best newsmen. In his plea that the
"front-page complex" be put aside, Mr.
Pack says:
I was glad to hear someone say the
other day, that to be a good radio or
television newsman, you don't have to
have been a newspaperman. Hallelujah!
I firmly believe this, and I have believed
it for years. In fact, I would go so far
as to say that newspapermen frequently
don't make good radio and tv newsmen,
or news directors. The pace and pressure,
the demands of broadcast journalism,
are usually far greater than print jour-
nalism. Radio and tv require more in-
genuity, more resourcefulness, and some-
QUOTES WORTH REPEATING
times more creativeness; a newsman in
our media has to be many things: he
has to write, to edit, to plan; he has to
be producer, director, and occasionally
performer. A newsman in our business,
can't sit at a desk for a couple of hours
worrying over one story.
Newspapermen who come into broad-
casting too often bring with them the
accumulated rigid, dusty notions and at-
titudes of print journalism. . . . And
sometimes they bring with them, too,
not the best of the traditions and heritage
of print journalism, but the worst; its
stodginess, its over-reliance on wire serv-
ice copy, its tendency to cliches in writ-
ing, and many other stereotypes.
But I feel that too many radio and tv
newsmen, whether or not they ever
worked on a newspaper, suffer from a
great inferiority complex, in relation to
their colleagues of the press. Maybe they
still remember too much of the "Front
Paqe," hat-over-the-eye-romantic-melo-
drama legends about newspapermen.
Anyway, I think that too many men in
the broadcast news field are suffering
from this — this romanticism, from this
sense of inferiority, which I call "front
page hangover." Too many of us, deep
down in our hearts, perhaps our sub-
conscious, are still faintly uneasy, faintly
in awe of the so-called "power of the
press," front-page-roaring-twenties, dash-
ing-hero reporter myths. . . . We are not
as proud of our own media, of our own
resources and power, or our own tre-
mendous impact, as we should be.
Challenging Canon 35, fighting for
freedom of access, believe me, is not
enough. It is not enough, unless you rid
yourselves of this negative psychological
attitude. Gentlemen: I say, wash the
printer's ink off your hands. Throw away
your slouch hat and trench coat, if you
have any, and take a few swigs of right-
ful pride to wash away the taste of
"front page hangover."
Sure, our media are young; but they
have the vitality of the youthful; the
ability and the courage to do things in
new ways, or better ways to experiment,
to dare, even to make mistakes. And,
like the young, we also have the great
vistas of the future, still ahead. And we
work in media which have unparalleled
effectiveness in reaching the hearts and
minds of people, through electronic jour-
nalism. Sure, we are young, only 38 years
or so, but we also have already, at every
level, whether it's the great networks, or
the great stations, from 250 watters up
to the 50 kws, a record of genuine
achievement in news.
I believe we can train, and are train-
ing, and are developing, a new kind of
journalism; a new kind of newsman. Let's
not nostalgically or romatically cloud
our work with the inheritance of the
newspaper business; they have their prob-
lems, and their shortcomings, too. . . .
And in dozens and dozens of cities, as
all of you know, enterprising and re-
sourceful radio and tv newsmen, with
small staffs, are beating out the papers
on local stories.
Parenthetically, one sidebar thought: I
must admit I haven't done much research
on this next attitude. But I do get an
impression as I get around the country
and talk to newsmen, and to university
people that perhaps too many of our
journalism schools also are suffering from
"front page hangover," and in their
curriculum, and in their attitudes and
teaching methods, are still putting too
much emphasis on print journalism, and
not enough yet on broadcast journalism.
If this is so, I commend it to your or-
ganization to study, and perhaps to do
something about.
BUDWEISER'S MUSIC TEST
H. K. Renfro, manager of the radio-
tv department of D'Arcy Adv., St. Louis,
addressing a meeting of the Country
Music Disc Jockeys Nov. 15 in Nashville,
recounted one agency's experience with
a growing phenomenon — country music:
About the time we were producing our
first commercials for Budweiser, we came
up with some mighty interesting facts.
We learned that some drastic changes
were taking place in the music and re-
cording industries. Surveys showed that
about one-third of all records sold in the
U. S. were country and western records.
This accounts for about 30 million rec-
ords a year. We also learned that more
than two million copies of country and
sheet music were sold each year. ... It
also turned out that about half the tunes
on the Hit Parade were country and west-
ern tunes.
We decided to come to Nashville and
investigate . . . and we decided to do
something. Our first venture was on an
experimental basis of a limited nature.
We had a new beer in a few test markets,
so we decided to make a simple test of a
country and western commercial. We
used these spots in selected markets with
marked success. Our next venture in the
country and music field was a regular
half-hour spot on WSM Nashville's
Friday Night Frolics. . . . We had no
idea what would happen when we made
one announcement offering a salt and
pepper set in the shape of miniature
Budweiser bottles to the first thousand
people to send in a post card. By
Wednesday of the following week, we
had 9.000 letters and before we were
completely inundated, we counted 18,000
pieces of mail.
In recent months, we have purchased
schedules for Budweiser on stations .pro-
gramming country and western music
exclusively. We think we have come a
long way in our understanding of this
distinct and highly specialized field of
music. We feel the American public is
showing an increasing interest in this
kind of music.
mm : mmm
Page 118
November 25, 1957
Broadcasting
TO THE STATION MANAGER: The insurance agent we're talking about in this ad typifies the "American
agency system." He lives, works, pays taxes, and spends his money in your town. He's an independent busi-
ness man, who represents stock insurance companies that provide quality protection with full-time service.
^\pw many premiums do you pay?
1. One or more on your house?
2. Another on your
household contents?
3. Still another for
personal liability?
4'°»* for loss by
theft ?
tiroes it seem to you that there's always an-
other insurance policy about to expire — another
premium to be paid? Is it hard fcr you to keep
track of your protection and the amounts?
Your independent local agent or broker
can tell you how most, perhaps all, of the in-
surance on your home can be obtained in a
package policy. And the premium may be less
than the total for a variety of policies.
When you streamline your insurance, in-
sist on the quality protection and full-time
service of Stock Company Insurance. And re-
member: if you're not fully insured — it's not
enough!
NATIONAL BOARD OF FIRE UNDERWRITERS An organization serving the Public and the Capital Stock Insurance Companies since 1866
85 John Street, New York 38, N. Y., 222 West Adams Street, Chicago 6, 111., 465 California Street, San Francisco 4, Cal.
Broadcasting
November 25, 1957 • Page 119
Why McCann-Erickson Timebuyer selects
Crosley WLW Stations for "Death Valley Days"
"Cooperation - all kinds of it - that's what you get from the WLW Stations.
Yes, cooperation all along the line from sales representatives, from talent.
from people behind the scenes, from everybody.
Crosley Station people to help eliminate those
many complexities associated with today's
time-buying. WLW Stations really clean up
those stubborn-as-a-mule time-buying problems.
I can always rely on the
McCann-Erickson gets cooperation - and
so will you and your products on the WLW
Radio and TV Stations. So before you buy,
always check first with your WLW Stations'
Representative. You'll be glad you did!
Radio
WLW-T
Cincinnati
WLW-C
Columbus
WLW-I
Dayton
WLW-
Atlanta
Sales Offices: /slew York, Cincinnati, Chicago
Sales Representatives: NBC Spot Sales: Detroit, Los Angeles, San Francisco
Bomar Lowrance & Associates, Inc., Charlotte, Atlanta, Dallas Crosley Broadcasting Corporation, a division of
/JVCO
Page 120 • November 25, 1957
Broadcasting
MONDAY MEMO
from MYRON A. MAHLER, vice president, creative director, radio-tv, Emil Mogul Co.
SO YOUR COMMERCIAL IS CLEVER!
BUT DOES IT SELL?
There are signs that writers of commercials have begun
to overreach and outsmart themselves in an effort to attract
attention and be different. Certain tendencies in writing call
for a second look. I refer to commercials which are:
(1) so clever that the sales message is heard or seen ever
so faintly, if at all;
(2) so ultra-sophisticated that it makes no sense on Main
Street, U. S. A.;
(3) too advanced in art technique, in the case of tv com-
mercials, to be understood by most viewers;
(4) obvious imitations of new techniques and ideas created
by other copywriters. When a new type of approach hits the
airwaves successfully, we get a plethora of bandwagon-
jumping commercials that cancels or sharply reduces the
effectiveness of the copy device;
(5) keyed to the wrong audience.
As a copywriter, I am keenly conscious of what radio and
tv copywriters are up against.
There is the stark need to attract attention on airwaves
overloaded with advertising.
There is the insistence — sometimes by agency superiors,
sometimes by clients — to come up with something "new
and different."
There is the temptation to create ads which will win awards
in competitions.
There is the urge to write copy which will be talked about
in advertising circles.
There is the fear that, unless at least a touch of "cleverness"
is added, the commercial will look too simple, too unin-
spired— to the client.
Despite these reasons for the creation of such self-defeating
commercials, I am convinced that copywriters have an ob-
ligation to both their clients and themselves to resist copy
creation for any other reason than selling a product or serv-
ice to the right people at the right time in the most interest-
ing and effective way possible at the most economical cost.
THE COMMON DENOMINATOR MUST BE USED
It should go without saying — and I regret the need to say
so — that ad copy-creation is no ivory tower undertaking.
The copy man is a salesman trying to influence the minds of
a great many people. He's not an abstract painter, a vanguard
poet or a metaphysical thinker who aims to reach what he
considers an audience of the elite.
Thus, before a copywriter can even begin to prime his
cranial pump on an advertising idea, he has to consider some
prosaic facts.
These facts, of course, will vary with each type of prod-
uct or service. If he's selling albums of classical music, the
facts he has to take into account will not be the same as those
for shoe polish, cosmetics, candy or bread.
For a product intended for mass consumption — the kind
most of us in advertising deal with — a creator of commercial
copy cannot ignore these factual, albeit elementary items:
(1) Those are real people at the receiving end of adver-
tising— not characters in a book manipulated by the author.
(2) They are people whose average educational level, even
in this highly literate nation of ours, is not on a par with that
of copywriters.
(3) They are people who are not alike, as peas in a pod.
They differ from one another and their differences arise from
a complexity of factors: national origin, religion, race, educa-
tion, climate, income, regional mores, local customs, etc.
(4) In radio and tv, we are working in fast-moving media
of fleeting pictures or words, where there is no time to con-
template and digest.
(5) Radio and tv audiences, like the country as a whole,
are not the same everywhere and at all times. They differ by
market, by station, by program, by hour of day.
The very recognition that these considerations exist and
are a prerequisite of successful copywriting points to a log-
ical conclusion. Namely, that radio-tv commercials, wherever
feasible from a practical standpoint, should not be catchall
broadsides. Naturally, network programs make uniform com-
mercials mandatory and recorded jingles have to be stand-
ardized in spot campaigns. But there are times when it is
desirable to adapt live copy in spots to local conditions.
Here are a few examples:
• Our field research revealed that in some markets color
is the most important factor in the buying of auto seat covers,
while in others the dominant motive is value. We wrote the
commercials for Rayco auto seat covers to suit.
• The white-shoe season starts earlier in some parts of
the country than in others. We keyed our commercials to
the season for Esquire Lanol-White shoe dressing.
• The big season for household fabric dyes is the spring,
when homemakers go in for their annual stint of freshen-
ing up and renovating their homes. But spring cleaning time
doesn't start uniformly, the calendar notwithstanding. So our
Tintex commercials took this fact into account.
• We learned that in certain markets there is a strong
preference among women for high-heeled shoes, while in
others the preferred choice is medium-height heels. We
slanted copy to suit the local preference when we created
commercials for National Shoes Inc.
YOU HAVE TO STRIKE A BALANCE
At the outset, I alluded to certain tendencies in broadcast
advertising. I'd like to return to them.
For one thing, I'm not of the opinion that there's no room
for ultra-sophisticated commercials. On the contrary, some
of them can be good selling vehicles — but only if , they're
directed to the few sophisticated audiences there are.
But even in sophisticated markets, there's great risk in
cleverness for its own sake or to hold interest. Here the
danger is that the audience will say: "Wasn't that a clever
commercial?" instead of "I'd like to try that product."
What this boils down to is the old conflict between form
and substance. You have to strike a balance. In advertising,
it is fatal, I feel, to let form take precedence over substance,
to permit techniques to overshadow content. Just as important
as how you say it, I am convinced, is what you say.
One last word: It doesn't follow that recognition of the
educational level of the average audience demands copy that
"talks down." On the contrary, if there is one sin that copy-
writers must shun, it is talking down to an audience.
Actually, simplicity of language is a guarantee that you
are reaching the minds of all. You can be clear, concise and
convincing in the plainest of English.
B. June 10, 1913, New York; educ, College
of the City of New York 1933; after stints
in teaching, department store advertising
and free lance writing, joined Mogul agency
in September 1943. In 1945 was named
copy chief and in 1950 was elected vice
president, creative director for air media,
member of the executive committee and
member of plans board.
Broadcasting
November 25, 1957 • Page 121
EDITORIALS
Spark to Holocaust
THE government battle against advertising is no longer in Wash-
ington. It has moved 35 miles away to Baltimore. There in
the Monumental City a monumental city tax has been imposed
on all paid advertising effective Jan. 1, designed to raise $2.7
million of a needed additional $17.5 million city budget.
This is local taxation — so called. One of the two ordinances
is for a 4% impost on all advertising purchased in all media.
The other is a 2% tax on gross advertising receipts of news-
papers, radio and television stations, billboards, car-cards and
whatever else may be defined by the city fathers as advertising.
It is local because it is inapplicable beyond city limits. Asiatic
flu started locally somewhere too.
Baltimore's cocky little mayor, Thomas D'Alesandro Jr., got
his rubber-stamp City Council to approve the levies despite serious
questions of constitutionality on interference with the press (which
also includes the broadcast media). He had cut the paid advertising
tax from the original 1V2% to 4%. He also had made slurring
remarks about the inordinate profits of newspapers (which have
opposed him politically) and presumably drew in the broadcast
media because he couldn't do it any other way.
The cut in percentage doesn't remove the objection to this
unjust, unprecedented, discriminatory, illegal and contagious tax.
If it sticks, it will be picked up quickly by other politically-minded
city governments who seek new revenue sources or who may
have grudges against their local press and other media.
All media, through their trade associations or individually,
owe it to the public and to themselves to join in the court test
of the D'Alesandro connivance. Local advertisers are not going
to pay a 6% premium when they are already paying city income
and perhaps sales taxes. National advertisers will try to cover
such tax premium markets by invading from without — through
networks, rather than spot, in magazines instead of newspapers.
The little spark ignited by Mayor D'Alesandro can become a
holocaust that might destroy locally placed and billed advertising
in all media unless it is stamped out promptly.
Ann Arbor Anomaly
AN INTERESTING way of meeting the shortage of qualified
science and math teachers has come from the University of
Michigan campus at Ann Arbor. Garnet R. Garrison, the univer-
sity's director of television, proposes the government buy top com-
mercial tv time for educational programs.
Unfortunately Mr. Garrison let his zeal run away with his
political reasoning processes when he suggested the government
should exercise the right of eminent domain to reach mass audi-
ences through regular tv channels. In other words, he wants the
government to appropriate private property for public use, with
compensation for the value of choice tv hours.
It's good to know, Mr. Garrison feels, that if tv can motivate
a desire to buy consumer goods it also can help solve a concededly
critical educational problem. But it's utterly baffling to hear him
propose a dictatorial type of confiscation that would have aroused
only tolerant smiles had it come from the effervescent mind of
one of his underclassmen.
Legion of Tolerance
AS DIRECTED by the Vatican, the U. S. Catholic hierarchy
has begun planning an organization to judge radio and tele-
vision as the Legion of Decency has judged motion pictures.
The name and scope of the Episcopal Committee on Motion
Pictures have been enlarged. It is now the Episcopal Committee
for Motion Pictures, Radio and Television, and it has embarked
on a year's study to develop means of evaluating radio and tv
programs. Meanwhile the committee, composed of five bishops,
will continue to make policy for the Legion of Decency.
The extension of active Catholic scrutiny into the fields of
radio and tv is the consequence of an encyclical issued last August
by Pope Pius XII. The encyclical was, on the whole, a temperate
document which carefully avoided suggestions that the Catholic
hierarchy should attempt censorship outside the church. We have
no doubt that the U. S. bishops will be sincere in their efforts
to follow the Vatican mandate.
But we cannot help wondering, as we wondered when the en-
Page 122 • November 25, 1957
Drawn for BROADCASTING by Shervrin L. Tobias
"Yes, I like it, too, but will Ed Murrow like it?"
cyclical was published, whether a program of self-discipline so
massive as to include the entire Catholic laity and priesthood can
be put into effect without creating serious censorship outside the
Catholic community.
The Legion of Decency classifies movies as "unobjectionable"
or "objectionable." These classifications mean, of course, that
the movie in question is either objectionable or unobjectionable
to Catholics.
It is unnecessary to point out that some things that are objec-
tionable to Catholics are unobjectionable to non-Catholics. The
moment the radio and television Legion of Decency, or whatever
it comes to be called, allows its influence to extend outside its own
church, the body will itself deserve a rating of "objectionable."
Our Cup Runneth Over
OUR MAIL this week accuses us of corrupting maidens,
breaking homes, orphaning children, associating with the
devil and, worst of all, drinking. Baptist ministers throughout
the South are praying for our salvation — but without much hope.
The crimes with which we have been charged and the stern
fates to which we have been committed may be studied in greater
detail in our Open Mike department of this issue. The letters
there are a mere sampling of more than 150 we had received
when this editorial was written.
Our principal crime, of course, was in writing an editorial
suggesting that broadcasters ought to reappraise their ban against
liquor advertising. This editorial, from our Oct. 28 issue, was
reprinted (without our permission despite copyright restrictions)
and circulated to southern Baptists by Paul M. Stevens, director
of the Radio & Television Commission of the Southern Baptist
Convention, with the request that they write the editor.
We have no idea what action is in store for us from Mr.
Stevens and his associates when they get to work on our second
editorial which ran last week or on this third one. Surely, men
of the cloth will not resort to bodily assault, though that is the
only recourse which they have not yet taken.
The reaction we have had so far to our proposal that liquor
advertising be admitted to the airways confirms what we have
believed all along — that prohibitionists make noise all out of
proportion to their numbers. For lack of other noise, theirs can
sound impressive. We are firmly convinced that if the liquor
question were to be resolved by ballots instead of shouting there
would be no change whatever in the nation's liquor laws.
The repeal of the 1 8th Amendment made liquor legal nationally.
But some states have historically remained dry, and individual
communities within still other states have retained various forms
of prohibition. In such places liquor advertising obviously would
not be appropriate.
Outside those areas, however, liquor is not only legal; it is
socially acceptable. Indeed it is a standard part of the social
scene. Where liquor is legal we doubt that broadcasters would
encounter anything but an increase in income if they accepted
liquor advertising under proper controls.
Broadcasting
DECEMBER 2, 1957
THIRTY-FIVE CENTS
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Radio networks: Rebounding with new billings, listeners
The 25-890 mc study: Hundreds of comments flood FCC
K.C. Star sells WDAF-AM-TV to moviemen for $7.6 million
Commercial tv in Britain: Matured medium in two years
Page 27
Page 50
Page 62
Page 82
Where there's a Storz Station . . . there's RESPONSE
generated by the kind of radio which — in each of
these major markets — has more listeners than any
other station
MINNEAPOLIS-ST. PAUL WDGY is first . all-day
average. Proof: Hooper (31.9%) . . . Trendex . . . Pulse.
See Blair or General Manager Jack Thayer.
KANSAS CITY WHB is first . . . All-day. Proof: Metro
Pulse, Nielsen, Trendex, Hooper, Area Nielsen, Pulse. All-
day average as high as 48.5% (Nielsen). See Blair or Gen-
eral Manager George W. Armstrong.
NEW ORLEANS WTIX is first All-day. Proof: Hooper
(WTIX 2 to 1) ... Pulse. See Adam Young or General
Manager Fred Berthelson.
MIAMI WQAMis first . . . All-day. Proof: Hooper (42.1%)
. . . Pulse . . . Southern Florida Area Pulse . . . Trendex. See
Blair ... or General Manager Jack Sandler.
WDGY Minneapolis St. Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR & CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
WHEELING:
37
;* TV MARKET
*Television Magazine 8/1/57
One Station Reaching The Booming Upper Ohio Valley
NO. 1 OF A SERIES
STEEL
"Wheeling Steel is my job — has been for twelve years. I'm just
one of 15,000 workers proud to be part of this 'mine-to-market'
operation. It's hard work but we make good money and buy
what we want. I get through at 3 and I'm ready to relax.
WTRF-TV offers me and the wife the major part of our enjoy-
ment. Of course, our five year old son is an important part of
our family picture, too!"
Ms N B iCi network color
; 7, WEST VIRGINIA
wtrf tv
s reaching new importance!
WHEELING STEEL CORPORATION
Operates eleven plants producing over twomillion
net tons of steel ingots processed into pipe, tin
and black plate, steel sheets and many by-
products. Fifteen thousand earn in excess of 90
million dollars annually. In 1958, the culmination
of a 250 million dollar expansion program.
Wheeling Steel— another dynamic factor in this
spiraling market where 1 Vi million people spend
over 2 billion annually. WTRF-TV influences these
425,196 TV homes with penetrating impact!
CBS, NBC, and ABC
Television Networks
251,970
TV HOMES IN THE
WTHI-TV VIEWING AREA
NCS NO. 2 STUDY
WTHI - TV
TERRE HAUTE, INDIANA
B O L L I N G CO
LOS ANGELES,
NEW YORK CHICAGO,
SAN FRANCISCO, BOSTON
T.M. -CBS-TV
Published every Monday, 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc., 1735 DeSales St.,
N. W., Washington 6, D. C. Entered as second class matter March 14, 1933 at Post Office, Washington, D. C, under act of March 3, 1879.
more listeners are tuned to
KRLD Radio
Dallas
than to any other
full-time radio station in
the state of Texas
N.C.S. NO. 2
ONE ORDER — ONE BILLING — MAX-
IMUM COVERAGE— MINIMUM COST.
KRLD, the oldest CBS affiliate in Texas, is the
only 50,000 watt station in the Dallas-Fort
Worth area not sharing its time and frequency
with another station. This greatest of South-
western markets, plus North Texas and Southern
Oklahoma, can be delivered to you by KRLD
at less cost per one thousand listeners. You need
not divide contracts with two stations — you
earn greater frequency discounts — you get
maximum impact for minimum investment.
Without a doubt, KRLD Radio 1080, CBS out-
let for Dallas-Fort Worth, is the biggest buy in
the biggest market in the biggest state. In this
rapidly expanding market your basic advertis-
ing medium should be — MUST be — KRLD.
KRLD is the radio station of The Dallas
Times Herald, owners and operators of KRLD-
TV Channel 4. KRLD-TV, telecasting with
maximum power from atop Texas' tallest tower,
reaches out farther, with a strong clear signal,
than any other TV station in Texas.
KRLD Radio CBS
DALLAS
JOHN W. RUNYON
Chairman of the Board
CLYDE W. REMBERT
President
REPRESENTED NATIONALLY BY THE BRANHAM COMPANY
50,000 WATTS COMPLETELY SATURATE THE GREAT SOUTHWEST MARKET
Page 4 • December 2, 1957
Broadcasting
closed circuit:
ST. LOUIS AD TAX • St. Louis proposal
to tax advertising media [see page 9] may
be easier to beat than similar measure
which was adopted in Baltimore. In Balti-
more, Mayor Thomas D'Alesandro, al-
ready at odds with local press, helped to
conceive plan and then had it rammed
through city council that has consistently
supported administration. St. Louis Mayor
Raymond R. Tucker, who has good rela-
tions with local radio-tv and press, is
not connected with authorship of tax sug-
gestion in his city.
•
"Tv Key," syndicated newspaper column
which carries previews of network shows,
is worrying network chieftains. Reportedly,
bad review can hurt ratings even before
program gets off ground. Network officials
are debating whether to refuse to let "Tv
Key" representatives see rehearsals or pre-
view shows in future.
•
BARROW REPORT • FCC's Network
Study Committee (Chairman Doerfer,
Comrs. Hyde and Bartley) to all intents
goes by boards with decision that full
Commission will consider Network Study
(Barrow) Report to speed submission to
Congress. Instead of briefing for three-
man committee, entire Commission will
meet for two days during week of Dec.
16 to hear Dean Roscoe L. Barrow and
other members of his staff analyze 7 14
lb., 1,327 page report. Commission hopes
to have its recommendations in hands of
Senate Commerce Committee soon after
next session of Congress opens (Jan. 7).
•
It's doubted whether Commission as
group will be disposed to approve all Bar-
row Report recommendations and, more
particularly, those "booby traps" on pro-
gram regulation which were secreted in
body of report but which do not show in
recommendations and conclusions. If FCC
cannot complete its work in time for Con-
gressional deadline, it may simply trans-
mit Barrow report with its own recom-
mendations to come later.
•
NO HOPE • It hasn't been announced yet
but Maria Helen Alvarez will take Bob
Hope's place in ownership of WREX-TV
Rockford, 111. Sale of station to Hope-
Albert Zugsmith group for $3 million
received FCC approval in October. Mr.
Hope and associates, 50% owners of buy-
ing syndicate, are dropping out, and Mrs.
Alvarez will substitute — for 60% interest.
Mrs. Alvarez is 38.9% owner of KFMB-
AM-TV San Diego, KERO-TV Bakers-
field, both Calif., and KYAT (TV) Yuma,
Ariz.
•
// can now be explained why Frank
Stanton, CBS president, has been spend-
ing day or more each week in Washington
for past year. He's been member of top-
level civilian committee, headed by H.
Rowan Gaither Jr., former president of
Ford Foundation, which drew up secret
defense report submitted week ago to
President, Office of Defense Mobilization
and National Security Council.
•
ONLY THE BEGINNING • With acquisi-
tion of WDAF-AM-TV from Kansas City
Star for $7.6 million cash, National Thea-
tres Inc. is understood to be considering
other station acquisitions and probably will
seek maximum vhf quota of five outlets.
Theatre exhibition chain, one of nation's
largest, has upwards of $20 million avail-
able for "diversification" which includes
station acquisition. Charles L. Glett, presi-
dent of National Film Investments Inc.
subsidiary, has long background in broad-
casting, including vice presidencies of Don
Lee and CBS and presidency of RKO Pic-
tures [Closed Circuit, Nov. 25; story
page 62].
•
People who think of spot radio cam-
paigns in terms of short drives may alter
their viewpoint when they see results of
timebuyer survey conducted by Radio
Advertising Bureau. To be released shortly,
survey shows that during first half of this
year average radio campaign ran 22 weeks.
•
WIRING NEW YORK • How is Selecti-
vision — wired subscription tv system —
going to get cables to home owners in
New York area? Company which claims
to have contracts with three movie exhibi-
tion chains for toll tv project [see page
81] proposes to run own coaxial cables
through subway and utility tunnels to
master antenna systems of large-scale apart-
ment developments. Reason: AT&T line
charges are too expensive!
•
FCC is going to take firsthand look at
subliminal perception as soon as it can
clear time for demonstration offered by
James Vicary, president of Subliminal
Projection Inc. FCC Chairman John C.
Doerfer broached proposal to fellow com-
missioners and they're all apparently in-
terested in clearing up mystery of sub-
conscious technique. Rub is to find time
on FCC schedule with holiday season ap-
proaching. Showing may be in week or 10
days. [See story page 31.]
•
INFLATING RATINGS • New technique
of allegedly artificially stimulating local
station ratings, without resorting to money
giveaway gimmicks, is developing, notably
by newspaper-owned tv stations. In one
market where only newspaper owns com-
petitive tv outlet, it's reported that during
survey check period, paper is loaded with
spotlight display on programs carried by
newspaper-owned outlet. Other stations
can't compete because of high cost of
space. When survey period is over, accord-
ing to reports, newspaper-owned station
spotlight ads drop down to normal.
•
Miller Robertson, station manager of
WTCN-TV Minneapolis-St. Paul, on Dec.
8 becomes station manager of new ch. 7
KIRO-TV Seattle which is scheduled to
begin programs tests between Christmas
and New Year. He will report to Saul
Haas, president-general manager of K1RO-
AM-FM-TV. KIRO-TV will be CBS af-
filiated and represented nationally by
Peters, Griffin, Woodward Inc.
•
STITCH IN TIME • AT&T has promised
to deliver circuits it formerly said it didn't
have to enable NBC-TV to deliver network
programs at accustomed local times
throughout daylight saving time period.
Lawrence H. Rogers (WSAZ-TV Hunting-
ton, W. Va.), chairman of special NBC-TV
affiliates subcommittee of stations which
stay on Eastern Standard Time year
around, was assured by AT&T last week
that microwave facilities would be made
available. Until AT&T came through, it
looked as though EST stations would be
prevented from joining NBC-TV tape-
recorded delayed broadcast schedule
[Closed Circuit, Nov. 18].
•
KOY Phoenix is claimant of industry-
wide championship in civic affairs. John
R. (Jack) Williams, program director and
part owner, was re-elected mayor of Phoe-
nix Nov. 12 for second two-year term.
John Hogg, president and part owner, was
elected president of Phoenix Better Busi-
ness Bureau last month, while seven of
station's staff members currently hold
civic or association offices.
•
RADIO ON RISE « Resurgence of radio
reflected in report of WGN Chicago by
Ward Quaal, vice president and general
manager. Station is sold out daytime from
5:30 a.m. sign-on until 7 p.m. (except for
public service periods), 72% sold out from
7-11 p.m. and 52% sold out from 11
p.m.- 1:05 a.m. sign-off. It's 80% sold out
weekends (Sat.-Sun.) day and night com-
bined. Business was up 39% for October
1957 as compared with same month last
year. Television sales of WGN-TV are up
18.6% over October 1956.
•
Cunningham & Walsh and Young &
Rubicam both have made presentations to
American Tobacco Co. for Lucky Strike
account, but for moment, at least, account
will stick with BBDO. Lucky Strike, which
bills about $15 million, has been serviced
by BBDO for past decade.
Broadcasting
December 2, 1957 • Page 5
Another Award for
KCMO Radio NEWS
Medill School of Journalism
(Northwestern University) and the
Radio-Television News Directors
Association have awarded KCMO-
Radio their annual Distinguished
Achievement Award for the
"outstanding radio news story
broadcast" of 1957.
The story was one of the most
important in Kansas City history: the
May 20 tornado which struck the
Ruskin Heights-Hickman Mills area.
This is the third major award for
KCMO-Radio news in six years. In
1951 both the Distinguished
Achievement Award for "overall
radio news operation" and the Sigma
Delta Chi Award for radio reporting
went to KCMO-Radio.
So it's no lack of modesty that
leads us to tell our listeners:
"You're in the know on KCMO."
KCMO-Radio's full-time news department
is staffed by professional radio-journalists,
every one of them journalism-school
trained: (L to R) Don Brewer, Howard
Neighbor, Bill AAcReynolds, Allen Smith,
Jim Walsh, Harold Mack, Joe Kramer, and
news director Jim Monroe.
KCMO • Television • Radio • Kansas City
Affiliated with Better Homes & Gardens and Successful Farming Magazines
Basic CBS
Radio & TV
Page 6 • December 2, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY
Network Radio Revisited — The family of four is doing fine,
thank you. Billings may not be something to shout about, but
business seems to be going up. More top national advertisers
have returned this year and networks as well as major agen-
cies indicate that network radio will do still better in 1958.
Page 27.
A SPECIAL REPORT ON SUBLIMINAL
Ifs Under Discussion Everywhere — There's still plenty
of panic around but it's subsiding a little. NARTB and
networks meet secretly. Networks want no part of invisible
or barely audible messages. New Orleans firm shows mar-
keters how subliminal works, and how to discover its presence
in pictures. FCC and Sen. Potter get into the act. WCCO
Minneapolis learning about phantom radio spots. Page 31.
ADVERTISERS & AGENCIES
More Suits Against Baltimore's Tax Plan — WJZ-TV and
WCAO are latest to move alongside others who have in-
stituted proceedings in circuit court to stop 6% bite on
advertising media. Judge gives mayor and city officials until
Dec. 17 to show cause why injunction should not be issued
against new ordinances. Page 35.
Play Up Tv 'Appeal' — Sales Executives Club members in
New York told to exploit their tv announcer's '"box office
appeal" in advertising and promotions in other media. Case
history of success of Julia Meade activity for gas association
cited. Page 36.
FILM
Litigation Swamps AAP — Minority stockholders temporarily
block sale of majority stock to NTA in courts. United Artists
said to be about to sue AAP, while NTA itself reportedly is
entering courts against AAP. Page 73.
High for 'Highway Patrol' — ARB October ratings of the
top 10 films in 10 major markets show three No. 1 rankings
for the Ziv Tv syndicated show. Page 72.
GOVERNMENT
Wait Until TASO Submits Findings on Tv — That's what
broadcasters ask FCC in comments filed in 25-890 mc inquiry
at deadline last week. It's also urged that fm band be main-
tained as is. Non-broadcasters, seeking more space, express
interest in fm band and in portions of tv. Page 50.
FCC Is Everywhere — Commission's mobile tv monitors pro-
vide an extra dividend to broadcasters in the form of engi-
neering assistance. First unit has been operating in the East
for two years; second monitor now on the way to west
coast headquarters. Page 56.
STATIONS
WWLP (TV)'s Plan — Springfield, Mass., uhf using all technical
means to bring service to its 150-mile-long market area —
which covers parts of Massachusetts, New Hampshire and
Vermont. Here's the strategy. Page 68.
WDAF-AM-TV Sold — Nationwide National Theatres movie
chain enters broadcast ownership with $7.6 million cash
purchase of WDAF-AM-TV Kansas City, as Kansas City
Star Co. steps out of broadcasting following consent decree.
Page 62.
Radio Outlets Value Promotion — Survey released last week
shows that stations will expand or maintain advertising and
promotion during 1958. Page 64.
PERSONNEL RELATIONS
RTDG Upheld — AFL-CIO President George Meany arbitrates
dispute between Radio-Television Directors Guild and Na-
tional Assn. of Broadcast Employes & Technicians by ruling
that tv program directors do not have to communicate
through technical directors to technical crew members at
all times. Page 70.
INTERNATIONAL
Britain's Sold on Commercial Tv — The two-year-old service
reaches half of England's homes, according to Nielsen's
E. P. H. James who also says that 75% of the televiewers
prefer commercial offerings over BBC programs. Page 82.
OPINION
MR. HOFFMAN
Why Network Radio Is Bouncing Back —
More and more advertisers are being attracted
back to the "old gal," says BBDO's William
J. Hoffman Jr. Writing in Monday Memo,
he recounts the adjustments that network
radio has made since the first repercussions
of commercial tv, with the results that the
sponsor is now offered a better than ever
sales tool. Page 105.
PROGRAM SERVICES
Another Anti-Toll Tv Group Formed — Lay committee,
American Citizens Television Committee Inc., founded by
five Washington residents, three of whom are directors of
veterans organizations. Page 80.
TRADE ASSNS.
Sunday Panel Producers Report — Facing AWRT meeting
in Washington, producers of five Sunday forum shows discuss
what makes news along with sponsorship aspects of their
shows. Page 76.
DEPARTMENTS
ADVERTISERS & AGENCIES... 35
AT DEADLINE 9
AWARDS 101
BUSINESS BRIEFLY 38
CHANGING HANDS 76
CLOSED CIRCUIT 5
COLORCASTING 36
EDITORIAL 106
EDUCATION 75
FILM 72
FOR THE RECORD 93
GOVERNMENT 50
IN REVIEW 12
INTERNATIONAL 82
LATEST RATINGS 46
LEAD STORY 27
MANUFACTURING 79
MONDAY MEMO 105
OPEN MIKE 18
OUR RESPECTS . 24
PEOPLE 88
PERSONNEL RELATIONS 70
PROFESSIONAL SERVICES 61
PROGRAMS & PROMOTIONS. .102
PROGRAM SERVICES 80
STATIONS 62
TRADE ASSNS 76
UPCOMING 78
fill
Broadcasting
December 2, 1957 • Page 7
COVERAGE?
Yes . . . but who's listening ?
In WHB's 96-county world
situated in Missouri, Kansas and Iowa
IT'S A WHB PULSE!
WHB is first
in 432 of 432 H-hours
6 a.m. to midnight
( Pulse, Kansas City 96-county area . . .
6 a.m. to midnight, Monday through Saturday, Sept., 1957)
Whether it be Metro Pulse, Nielsen,
Trendex or Hooper . . . whether it be Area Nielsen
or Pulse . . . WHB is the dominant first
throughout . . . with audience shares
consistently in the 40% bracket. And,
WHB is the dominant first among
every important audience-type!
For WHB's unique combination of coverage and
audience . . . talk to a Blair man ... or
WHB General Manager George W. Armstrong.
WHB
Kansas City
10,000 watts
710 kc.
s ~twt~ IONS
TODAY'S RADIO FOR TODAY'S SELLING
TODD STOR2, PRESIDENT • HOME OFFICE: OMAHA, NEBRASKA
WD6Y Minneapolis St. Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR Sc CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
Page 8 • December 2, 1957
Broadcasting
at deadline
Advertising Media Tax Idea
To Be Explored in St. Louis
Second city, St. Louis, will consider local
taxes on advertising media and their sales,
similar to levies imposed Nov. 15 in Bal-
timore (story page 35).
Alderman Alfred Harris intends to pro-
pose to Dec. 6 meeting of St. Louis board
of aldermen that study be made of matter.
Levies would be 4% gross sales tax on
advertising sales plus 2% tax on advertising
media's gross receipts.
Hugo Autz, president of St. Louis Ad-
vertising Club, said Friday that media will
work alongside city officials in exploration
of other more suitable means of raising city
funds. He declared, however, that media
"feel it would not be a good tax." Mr. Autz
indicated that "little man" and not large
national advertiser would feel brunt of such
levies.
Bureau of Advertising of American News-
paper Publishers Assn. protested proposal's
threat to advertising, "the life blood of
American business," and said it not only
hits manufacturers and retailers, but that it
eventually is paid by consumer and working
man.
KXOA-AM-FM Sale Announced;
KGA Purchase Filed at FCC
Sale of KXOA-AM-FM Sacramento,
Calif., by Lincoln Dellar to Kalval Inc. for
$500,000 announced Friday. Kalval Inc.
comprises Riley R. Gibson and associates,
owners of KXO El Centro, Calif. Station is
1 kw on 1470 kc and is affiliated with MBS
and Don Lee. Mr. Dellar has 14% interest
in KOVR (TV) Stockton, Calif., which has
been sold to Gannett Co. (newspaper-radio
interests in New York and other states)
for $3.1 million, and with wife has 50% in-
terest in KJR Seattle, KNEW Spokane, both
Wash., and KXL Portland, Ore. Transac-
tion, subject to FCC approval, handled by
Hamilton, Stubblefield, Twining & Assoc.
Filed Friday for FCC approval was
$250,000 sale of KGA Spokane, Wash., by
Bankers Life & Casualty Co. to Gran Broad-
casting Co. Gran principals include L. F.
Gran, 80%; Herbert Cameron, 10%, and
Arthur Vogel, 10%. Mr. Gran owns mid-
west theatre chain and his son, Bruce R.
Gran, formerly owned 32.57% of WREX-
TV Rockford, 111. Mr. Cameron currently
is manager of WEOL Elyria, Ohio. ABC-
affiliated KGA is on 1510 kc with 50 kw.
St. Louis Purchase Stands
FCC denied protest of St. Louis Amuse-
ment Co. (former Fanchon-Marco Theatre
interests) against Commission's Oct. 23 ap-
proval of purchase of ch. 4 KWK-TV St.
Louis by CBS for $4 million and relinquish-
ment of ch. 1 1 KMOX-TV St. Louis (which
CBS won in comparative hearing) to un-
successful three applicants. St. Louis Amuse-
ment Co. had been in ch. 1 1 hearing, but
withdrew after it failed to persuade Com-
mission to bar CBS from hearing — on ground
network was so good it undoubtedly would
win contest.
NT A Suit Asks $1 Million-Plus
From UA, Five Individuals
Complaint filed with New York State Su-
preme Court disclosed Friday that National
Telefilm Assoc., New York, has instituted
damage suit for $200,000 each against
United Artists Corp.; Arthur B. Krim and
Robert S. Benjamin, president and board
chairman respectively of UA; Eliot Hyman,
president of Associated Artists Productions;
Harry Zittau, AAP treasurer, and Ray Stark,
AAP vice president.
Action by NTA, according to counsel,
Hays, Sklar & Hertzberg, New York,
charges defendants with "inducement to
break a contract and unfair competition."
Suit by NTA follows action by United
Artists against Louis Chesler and Maxwell
Goldhar, who represented majority stock-
holders of AAP in signing contract selling
more than 50% of AAP stock to NTA. In
turn, five minority stockholders of AAP
seek temporary injunction restraining sale of
AAP majority stock with hearing to be held
tomorrow (Tues.) (story, page 73).
Columbia Records Realigns
Duties of Top Executives
Realignment of executive responsibilities
at Columbia Records announced Friday by
President Goddard Lieberson. Herbert M.
Greenspon, formerly director of operations,
named to newly-revived post of executive
vice president with broadened responsibili-
ties, in addition to his supervision of manu-
facturing and technical operations, research
and development, electronic products, trans-
cription services and Cryton precision pro-
ducts.
Columbia's expanded branch operations
will be under direction of Kenneth Glancy,
named general manager, Columbia Records
Distributors Inc. Milton Selkowitz, formerly
manager of special markets, has been ap-
pointed national sales manager, Columbia
Phonographs, to aid James Sparling, general
manager of Columbia Electronic Products.
L. Laurence Goughan, formerly manager,
military sales, replaces Mr. Selkowitz as
manager of special markets.
Springfield Petition Denied
Hopes of WWLP (TV) Springfield, Mass.
(ch. 22), that it could use ch. 72 for space
of translators in its New England area (see
page 68) dashed when FCC turned down
petition on ground too many intermediate
uhf channel changes would be required to
accommodate station. WWLP has satellite
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 35.
FIVE MARKET CAMPAIGN o Transo-
gram Co., N. Y., for three of its products
(Little Country Doctor Kits, Pyrocon model-
ing material, and do-it-yourself stained glass
window kit) entering six markets in $50,-
000 buy of one-minute film spots and spon-
sorship of 15-minute segments of various
children's programs, effective immediately,
to run through Christmas. Markets: Louis-
ville, Ky. (WAVE-TV) ; Lancaster (WGAL-
TV); Harrisburg (WTPA [TV]); Rochester
(WHEC-TV); New Haven (WNHC-TV)
and New Orleans (WJMR-TV, WDSU-
TV). Agency is Lester Harrison Inc., N. Y.
SPOTTING FOR PEPSODENT • Lever
Bros. (Pepsodent), N. Y., via Foote, Cone
& Belding, N. Y., reportedly purchasing tv
spots in number of markets for two-month
scheduling and starting in early December.
KIWI AT NEW AGENCY o American
Div. of KIWI Polish Co., Pottstown, Pa.,
appointed Cohen & Aleshire, N. Y., as
agency for company's complete line of shoe
polishes. Account formerly serviced by
Street & Finney, N. Y.
ch. 32 WRLP (TV) at Greenfield, Mass.,
and ch. 79 translator at Claremont, N. H.;
also holds cps for translators at Newport
(ch. 71) and at Lebanon (ch. 81), both
N. H., plans to operate group of translators
in northwestern Mass., southwestern N. H.,
and southern Vt.
WMGM in Five-Year Yankee Pact
WMGM New York will broadcast all
New York Yankee games next season as
well as spring training exhibitions under
new five-year contract, according to Yan-
kees, sponsor P. Ballantine & Son and
station. WMGM, from 1941 to last season,
carried Brooklyn Dodger baseball, while for
past ten years Yankee games were on WINS.
IRE Again Plans for N. Y.
Institute of Radio Engineers' national
convention to be held again at Waldorf-
Astoria and New York Coliseum March
24-27, 1958, with more than 55,000 engi-
neers and scientists from 40 countries ex-
pected to attend, IRE said Friday. Radio
engineering show at Coliseum is expected
to accommodate approximately 850 exhibi-
tors. Highlighting convention will be two
special symposia on "Electronics in Space"
and "Electronics Systems in Industry."
Broadcasting
December 2, 1957 • Page 9
PEOPLE
at deadline
LNA, BAR Release Details,
Rates for Planned Data Service
Details and rates for new service that will
provide monthly figures on network tv
billings, along with much additional material
[At Deadline, Nov. 11], announced Friday
by Leading National Advertisers Inc. and
Broadcast Advertisers Reports Inc. New
service, by LNA and BAR, will be
launched Jan. 1. It will supplant monthly
figures formerly compiled by LNA for Pub-
lishers Information Bureau. Officials re-
ported hearty acceptances among agencies.
LNA President Francis Miller and Execu-
tive Vice President Bob Morris of BAR
noted that new service will include basic
elements of BAR's current network brand
information compilations and LNA's net-
work dollar figures and station lineups which
users heretofore have had to combine on
their own.
For network tv, new service will include
monthly expenditures by product classifica-
tion; station lineups for all programs and
individual advertisers; dollar figures for all
brands by company and program (showing
percentage of commercial minutes for each
brand, total commercial minutes by brand,
number of commercials by brand, number of
telecasts, and current and year-to-date totals
for each item); monthly summaries of com-
pany and brand expenditures, totaling all
programs and showing individual network
shares; and weekly monitor reports of three
networks, showing programs, advertisers,
brands and commercial minutes, logged in
order of occurrence for each network.
For network radio, service will include
monthly listing of station lineups for all
programs and individual advertisers, and
weekly monitor report for each network,
showing programs, advertisers, brands and
commercial minutes, logged in order of oc-
currence.
Agencies billing more than $60 million in
radio and tv, network and spot, time and
talent, will be charged $6,000 per year;
those billing $20 million to $60 million will
pay $5,500; agencies billing $19 million will
pay $5,200, and for each million under that,
charge will drop $300 until $10 million level
($2,500) is reached. Below that, charges
scale down to $1,100 for agencies in million-
dollar bracket, and $1,000 for those under
$1 million.
Five Named By RKO Teleradio
George Ruppel and Oscar Nittel among
five RKO Teleradio executives newly as-
signed in move announced today [Mon.] by
Board Chairman Thomas F. O'Neil as
recognizing "increased importance" to firm
of financial management and "long-range
planning." Mr. Ruppel becomes treasurer
and Mr. Nittel comptroller. Mr. Ruppel has
been vice president and treasurer of RKO
Teleradio's broadcasting division and at one
time was vice president, treasurer and direc-
tor of Mutual; Mr. Nittel was with WOR
New York and this year was named assistant
treasurer of General Teleradio (subsidiary of
RKO Teleradio). Charles Drayton, Philip
Wissman and Herbert Mayes are other
executives newly assigned, Mr. Drayton as
comptroller, others as assistant comptrollers.
FCC Wants to Take Second Look
At Proposed Lubbock Tv Grantee
By its own motion, FCC Friday ordered
record reopened on application of Texas
Tech College, Lubbock, for ch. 5 that city
[Government. Nov. 25]. Texas Tech is
only accepted applicant for channel and
holds favorable initial decision. Commis-
sion ordered further hearings to determine:
Whether Texas Tech is legally qualified
to operate, as well as own and construct
proposed station, "including commercial as
well as noncommercial operation thereof";
the "full facts and circumstances" whereby
KDUB-TV and KCBD-TV, both Lubbock,
agreed to donate funds ($30,000 each) to
college for station, "with special reference
to whether the applicant would thus, by
agreement, understanding, or otherwise, be
precluded from carrying commercial tv pro-
gramming"; full facts and circumstances of
dismissal by C. L. Trigg of his application
for same facility "including, but not limited
to, an account of the expenses incurred by
Trigg for which he was assertedly partially
reimbursed, and the source or sources of
the $25,000 paid to Trigg [by Texas Tech]."
Comr. Robert T. Bartley dissented and
voted for conditional grant to Texas Tech;
Comr. Richard A. Mack dissented. In an-
nouncing decision, Commission denied re-
quest by Western Tv Co. (which had filed
unaccepted application for ch. 5) that Texas
Tech application be dismissed or, in al-
ternative, record be reopened and Western
be made party to proceedings.
New Appointees Announced
For RAB Plans Committee
Six station operators named Friday to
serve on plans committee of Radio Ad-
vertising Bureau by committee chairman
Donald W. Thornburgh, WCAU Philadel-
phia, and RAB President Kevin B. Sweeney.
Newly chosen: George Comte, manager of
radio-tv, WTMJ Milwaukee; Joel H. Scheier,
president-general manager, WIRY Platts-
burgh, N. Y.; Robert C. Wolfenden, gen-
eral manager, WMEV Marion, Va.; Robert
Covington, vice president-managing director,
WBT Charlotte, N. C; Norman Knight,
president, Yankee Div. of RKO Teleradio
(WNAC Boston), and Harold R. Krelstein,
president, broadcasting subsidiaries of
Plough Broadcasting Corp. (WCAO Bal-
timore, WCOP Boston, WJJD Chicago,
ALLEN BENGSTOM, formerly in NBC
station relations, appointed general man-
ager, WTRY Troy, N. Y.
WILLIAM T. ORR, production head of all
Warner Bros, tv series, elected vice president
of company.
WILLIAM ZERWECK, vice president,
Norman, Craig & Kummel, to Warwick &
Legler, both N. Y., in similar capacity.
GRANT M. THOMPSON, vice president
and member of operating committee, elected
director of William Esty Co., N. Y.
WMPS Memphis). Messrs. Comte, Scheier
and Wolfenden assume committee respon-
sibilities immediately, others Jan. 1.
Also joining committee as representa-
tives of their respective networks are: Ray
Eichman, ABN; Louis Hausman, CBS; Sid-
ney Allen, MBS, and George Graham,
NBC, all New York. Committee meets
Dec. 5 in New York.
FCC Approves Cowles Sale
To Peoples, Other Transfers
Among sale approvals announced Friday
by FCC:
• WNAX Yankton, S. D., and KVTV
(TV) Sioux City, Iowa, sold by Cowles
Broadcasting Co. to Peoples Broadcasting
Corp. for $3 million. Peoples, a subsidiary
of Nationwide Insurance Co., owns WGAR-
AM-FM Cleveland, WRFD Worthington,
Ohio. WMMN Fairmont, W. Va., and
WTTM Trenton, N. J. Cowles family also
owns outright or has interests in KRNT-
AM-TV Des Moines, WHTN-AM-FM-TV
Huntington. W. Va., WCCO-AM-TV Min-
neapolis and KTVH (TV) Hutchinson, Kan.
KVTV is on ch. 9 and is affiliated with ABC
and CBS; CBS-affiliated WNAX is on 570
kc with 5 kw.
• WBFM (FM) New York sold by former
U. S. Senator William Benton and H. E.
Houghton (as part of Muzak Corp.) to J. D.
Wrather Jr. and John L. Loeb. WBFM is
part of Wrather-Loeb $4,175,000 purchase
of Muzak [Program Services, Sept. 23].
Approval conditioned on Messrs. Wrather
and Loeb disposing of their minority inter-
est in DuMont Broadcasting Corp., which
Nov. 13 was granted Commission approval
for purchase of WHFI (FM) New York
(not yet on air) from Fidelity Radio Corp.
Stock sale must be consummated before
Dumont fm goes on air. Mr. Wrather is
president of KFMB-AM-TV San Diego and
KERO-TV Bakersfield, boih California,
holds construction permits for tv stations in
Yuma, Ariz., and Boston and owns Lone
Ranger, Lassie and Sgt. Preston of the
Yukon program series; Mr. Loeb is a mem-
ber of the New York brokerage firm of Carl
M. Loeb, Rhoades & Co.; Mr. Benton is
co-founder and former partner of Benton
& Bowles.
• KORC Mineral Wells, Tex., sold by
multiple-station owner J. Elroy McCaw to
Action Broadcasting Co. (David B. Klutgen,
president) for $45,000. Station is on 1140
kc with 250 w.
Page 10 • December 2, 1957
Broadcasting
The ONLY CBS station covering the area
from Pittsburgh to Harrisburg, WFBG-TV
delivers 378,273 TV homes— delivers 143.4%
more quarter-hour firsts, noon to sign off,
Monday-Friday, than nearest competitor.
Top CBS programs plus the top ABC shows
plus "World's Best Movies," make WFBG-TV
the area's most-watched station ... the
area's best buy. Blair-TV has the facts.
Sources: ARB, Altoona, June 1957 /Television Magazine, October 1957
WFBG-TV
ALTOONA— JOHNSTOWN, PA.
Channel 10
ABC-TV CBS-TV
Represented by BLAIR-TV
Operated by. Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton, N. Y. / WHGB-AM, Harrisburg, Pa.
WFBG-AM • TV, Altoona-Johnstown, Pa. / WNHC-AM • FM • TV, Hartford-New Haven, Conn. / WLBR-TV, Lebanon-Lancaster, Pa.
Triangle National Sales Office, 4 8 5 Lexington Avenue, New York 17, New York
Broadcasting
December 2, 1957 • Page 11
TO TURN RANDOM
TUNERS INTO
VETERAN VIEWERS
Now — in many markets— three
great adventure -action series
combined into one great 5-day-
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penny for programs when you
can get top-rated series in your
market and hold on to all of
your own cash! For complete
details about this new plan,
phone today. Or wire Michael
M. Sillerman at TPA for your
market's availability.
Hurry! Marketsare
being reserved
today! Wire or
phone for private
screening!
Television Programs of America, Inc.
488 Madison Ave., N.Y. 22 • PLaza 5-2100
IN REVIEW
CONQUEST
The often over-worked phrase "public
service programming" got a new meaning —
and much-needed lustre- — yesterday (Sun-
day) between 5 and 6 p.m. The show was
Conquest, the first in a series of 10 special,
hour-long shows dealing exclusively with
the quest for new knowledge [Advertisers
& Agencies, Nov. 18].
Opening in the laboratories of Manhat-
tan's Rockefeller Institute for Medical Re-
search, Conquest first took the viewer to
the edge of life — into the mysterious biologi-
cal world of cells, plasma and tissues where
"a quiet revolution" is taking place. Magnifi-
cently photographed, the tableau came up
with some fascinating X-ray shots of the
human body in motion, a virus magnified
100,000 times by an electroscope, and the
awesome and frightening spectacle of para-
sites eating into blood cells and the begin-
nings of cancer. "What is the chemistry of
death?" asked host Eric Sevareid. In his
traditional manner of understating the case,
he answered himself: "They're trying to
find out."
Having gone to the innermost corners of
human life, Conquest next plunged its in-
quisitive cameras beneath the ocean waves
to witness the work — both in and out of
water — of Columbia U.'s Dr. Morris Ewing
and a staff of oceanographers as they probed
deep into the earth's crust and set off under-
water detonations to arrive at a number of
startling revelations. Among them: that the
world may be in for another ice age sooner
than it now thinks possible — a few years,
not eons, away.
From there, Conquest soared off to the
edge of space as CBS-TV unveiled for the
first time an exclusive, step-by-step filmed
report on last summer's "Operation Man
High," man's first successful attempt to
stay alive at the threshold of space for 32
hours and 8 minutes. This was truly the
stuff of which drama is made: the ascent of
USAF Maj. David G. Simons, head of the
Air Force Space Biology Lab, 19.2 miles up
in a hermetically-sealed cabin. The drama
was heightened by a classic example of na-
ture's hazards to adventuresome men: a
thunderstorm that extended Maj. Simons'
ordeal for hours and which might have cost
him his life. Asked CBS newsman Bill
Downs, who was on the spot: "Has man
dared too much?"
The sponsor and the producers are not
merely concerned with the advancement of
science; they also pose a "moral question"
— that of mankind's assumption of new re-
sponsibilities for each new conquest. Thus,
it was highly fitting that the last few min-
utes of the program should have been taken
up with a three-way conversation between
Mr. Sevareid and two leading scientists: Dr.
Lawrence Snyder, a geneticist who is pres-
ident of the cooperating American Acad-
emy for the Advancement of Science, and
Dr. Allen Waterman, director of the U. S.-
supported National Science Foundation.
Among the problems posed: the price we
now are paying for having restricted "intel-
lectual freedom" at a time the Russians
were sparing no expense or lives in breaking
the space barrier; the urgent need for fully-
trained scientists and the lack now existing;
the fallacy of a generalized crash program
to beat the Soviet Union and the absurdity
Of the argument that money will be the
cure-all of our scientific dilemma.
Production costs: $200,000.
Sponsored by Monsanto Chemical Co.,
through Gardner Adv., on CBS-TV. Pre-
miere Sun. Dec. 1, 5-6 p.m. EST.
Producer: Michael Sklar; directors: Norton
Bloom, Arthur Zegart; writers: Norman
Borisoff, Howard Turner, Arthur Zegart,
James Shute, John E. Pfeiffer; host: Eric
Sevareid; cooperating organizations:
American Assn. for the Advancement of
Science, National Academy of Sciences.
TWENTIETH CENTURY
Ever since the Moscow purge trials of the
thirties, when men of great repute in the
Soviet hierarchy did a turnabout and con-
fessed to the most heinous of state crimes —
down through the score of "brainwashed"
confessions that have become part of daily
reportage in the last decades — Western ob-
servers have asked, "Why did they — and
what made them — crack?"
The best explanation of what constitutes
brainwashing was offered Nov. 24 by six
victims of this cruel art: symbols of the age
of mass conformity and all ex-prisoners of
the Soviet state.
Writer Al Wasserman, remembered for
his CBS-TV documentary on mental health
("Out of Darkness" on The Search) made
do without a story line; he needed none.
Effectively, CBS Public Affairs placed sev-
eral of its witnesses in simulated prison set-
tings and allowed them to talk freely and
openly.
The "symbols": Dr. Edith Bone, 68-year
old Hungarian-born British subject (and
ex-communist), imprisoned in Budapest on
charges of espionage in 1949 and freed dur-
ing last year's abortive revolution; Associ-
ated Press correspondent William Oatis,
convicted on charges of espionage in Prague
in 1951 and released two years later after
the Czechs had a "price" from the U. S.;
British radio technician Robert Ford, cap-
tured in Tibet after the Chinese communists
invaded Lhasa in 1950 and released in Hong
Kong this year, and three USAF officers
captured during the Korean war and freed
at Panmunjom several years ago.
Of the six, only one — radio specialist Ford
• — actually underwent "ideological reforma-
tion" or brainwashing. The others played
to the Red Piper's tune so long as it served
their purposes and escaped relatively un-
scratched. Of the remaining five, Dr. Bone
triumphed over her captors by seven years
of beating the Communists at their own
game — patience. Was Oatis guilty? "Yes,"
he said, by the "loose standards" of Czech
justice which equated reporting with spying
against the state. The pattern of brainwash-
ing— (1) physical privations and torture
leading to (2) psychological pressure and
(3) "liberation" or confession — was re-
vealed by the three Air Force officers and
Mr. Ford.
The lesson of this hour was plain. "Noth-
Page 12 • December 2, 1957
Broadcasting
IN "BIG D"!
(and growing bigger every day)
These are just a few of the rating highlights
which have made WFAA-TV the new and
dominant leader in the greater Dallas-
Fort Worth market. Today WFAA-TV
delivers the biggest audience in its history —
NUMBER ONE from sign-on to sign-off!
For the most amazing rating story you
ever saw, check your October ARB or contact
your PETRYMAN for full details!
WFAA-TV
DALLAS • CHANNEL 8
A television service of The Dallas Morning News
Broadcasting
National ARB 19.7
WFAA-TV ARB 27.3
"WYATT EARP"
National ARB 32.1
WFAA-TV ARB 35.5
WFAA-TV ARB 29.1
"LAWRENCE WELK"
National ARB 29.1
WFAA-TV ARB 31.3
December 2, 2957 • Page 13
ALICE IN WONDERFUL LAND
A person of sixteen, Alice says, can really be very mature.
And the wonderful thing is that, around here, a person can
be mature without losing her interest in the profits of baby
sitting, pizza eating, telephone visiting, or that essential of
life and happiness in Central Ohio, WBNS-TV television.
Alice's relations with WBNS-TV have long been intimate.
She can recall shell collecting in pigtails, inspired by the
program "Kingdom of the Sea". Another time, WBNS-TV
public service announcements triumphantly sold every one
of the hundreds of potato bakers made by Alice's Junior
Achievement company. This Fall, she and 15.000 other Colum-
bus high school students have enrolled for safe-driving lessons
televised by WBNS-TV.
But let us not sound square. What Alice likes best about
WBNS-TV is that its programs are consistently the most fun
to watch.
WBNS-TV, born and raised in Central Ohio, knows per-
fectly what appeals to Alice and two million other Central
Ohioans of all ages. Its combination of high interest local
programs and CBS network has built so big an audience that
advertising agency time buyers sum up the situation in one
sentence: "// you want to be seen in Central Ohio-W BN S-TV "
WBNS-TV
CBS TELEVISION IN CENTRAL OHIO
Affiliated with the Columbus Dispatch, The Ohio State Journal
and WBNS Radio. Represented by Blair TV.
THDC
MAJ
t\/ mi
WITH
ETS-IN-USE
SCORE!
Illinois' No. 1 market, outside Chicago,
is prosperous Peoria area— where your
TV commercials have greater impact than
in New York, Los Angeles, Philadelphia,
St. Louis or 78 other big TV market areas!
Sets-in-use actually average 30.4% —
sign-on to sign-off— one of the nation's
most phenomenal ratings! (ARB Jan., Feb.,
Mar., '57)
And in this No. 1 market, there's a No.
1 station— with the top programs, the top
power (500,000 watts), the top tower (660
feet) and the top ratings:
AVERAGE RATINGS
QUARTER-HOUR
DOMINATION
WTVH
Station B
WTVH
Station B
Morning
9.1
7.2
71
38
Afternoon
12.1
11.2
87
75
Evening
30.1
21.5
133
33
(ARB 3/57)
CHANNEL 19
PEORIA, ILLINOIS
I A. JOU8NAI STAR
IN REVIEW
CONTINUED
ing," said Mr. Ford, "is worth the sacrifice"
of one's own identity to suit the needs of
the state. The case could not have been pre-
sented more dramatically and honestly.
Production costs: $20,000.
Sponsored by the Prudential Insurance Co.
through Reach, McClinton & Co. on
CBS-TV, live, Sun. Nov. 24, 6-7 p.m.
EST.
Produced, written and directed by Albert
Wasserman; narrator: Walter Kronkite;
set designer: Mel Bourne; production
manager: Robert Rubin.
THE PIED PIPER OF HAMELIN
Perhaps the young audience was charmed
by NBC-TV's The Pied Piper of Hamelin.
Its early time slot (7:30-9 p.m.) was ob-
viously planned with young viewers in mind.
But the sponsor, with $425,000 backing his
cigarette commercials, must have hoped for
some adult reaction too. And if any adults
were beguiled by the program, they all
should be sent immediately to Messrs.
Grimm, Anderson et al to discover what
fairy tales should be.
For last Tuesday's production, the pro-
ducers stirred up Robert Browning's nar-
rative poem, Edvard Grieg's music, some-
body else's book and lyrics — and came up
with what may have been television's most
treacly hour this season.
Never, not even in the most non-adult
Western, have the good people been better
or the villains worse. Nor the moral more
sanctimoniously dull.
People tried. Veteran actor Claude Rains
kicked up his heels (and his voice) and had
some fun in a fine spirit of tomfoolery. Van
Johnson was amiable and pleasant-voiced.
Grieg's music provided a fine score for
the fable, and the lyricists made a fairly
good stab at some Ogden Nash type word
juggling with their lyrics. In the book, the
writers came off reasonably well with a
versified script. But the medley of too many
components didn't jibe.
An essential for all tellers of fairy tales is
that they believe — and it was obvious that
everyone concerned with this production
knew all along they were just pretending.
One wonders if a live production might have
given the show the spark it lacked.
Noted: excellent commercials for Liggett
& Myers, if viewers were able to see which
Christmas carton they were reaching for
after 90 smoke-filled minutes. (The sponsor
used the special to plug Chesterfield, L&M
and Oasis.) The commercials were unified
by use of action shots and catchy jingles for
all three.
As for this fairy tale business, someone
will have to pay the piper. When Mr. Liggett
and Mr. Myers are toting up their account,
they might be tempted to paraphrase another
successful commercial and ask, "We wonder
where the magic went."
Production costs: $425,000.
Sponsored by Liggett & Myers Tobacco Co.
(Chesterfield, L&M, Oasis), through Mc-
Page 16
December 2, 1957
Cann-Erickson, on NBC-TV, Tues. Nov.
26, 7:30-9 p.m. EST.
Cast: Van Johnson, Claude Rains, Lori Nel-
son, Kay Starr, Jim Backus, Stanley
Adams, and others.
Producer: Hal Stanley; director: Bretaigne
Windust; book and lyrics: Hal Stanley,
Irving Taylor; musical director: Peter
King; choreographer: Ward Ellis; pro-
duction designer: Arthur Lonergan.
SCOTLAND YARD
Scotland Yard, ABC-TV's latest insert in
the Sunday 10-10:30 p.m. time slot, is, at
best, one of the season's lesser efforts in the
adult-adventure category. Narrated by Ed-
gar Lustgarten, criminologist and author,
a choppy murder story was presented on the
premiere which took the viewer from Lon-
don to Lisbon to London by way of a two-
second airplane shots. Other than this, the
action was limited to routine questioning
scenes in the usual offices, apartments and
theatrical dressing rooms. Scotland Yard
basically follows the Dragnet-type format
of criminological realism but fails to stir
the viewer or hold his interest.
Production costs: $25,000.
Sponsored by General Foods Corp. (Sanka),
through Young & Rubicam, on ABC-TV,
filmed, Sun. Nov. 24, 10-10:30 p.m. EST.
Premiered Nov. 17.
Host-narrator: Edgar Lustgarten; producer:
Alec Snowden; director: Montgomery
Tully; writers: Montgomery Tully, Judith
Warlen.
Produced by Anglo-Amalgamated Film
Distributors Ltd.
BOOKS
HOW YOU CAN BROADCAST RELI-
GION, by Clayton T. Griswold and
Charles H. Schmitz; National Council of
the Churches of Christ in the U. S. A.,
297 Fourth Ave., New York City. 128
pp. $2.
Proposing a transfer of Madison Avenue
methods to the field of Christian evangelism,
this book outlines the types of format that
could be used effectively for religious pur-
poses. It lists the organizations which would
be helpful in planning religious programs
and attempts a general outline of the com-
plexities of radio and television and how
religious programs can be adjusted and
adapted to fit the requirements of these
mass media.
The sincerity and zeal of the authors
and publisher is unquestionable, and while
the need for such an approach in this elec-
tronic age can be argued, it also can be
questioned whether the inspiration and
message of such programs would not be
defeated by too much preoccupation with
"on camera," scripts, audience evaluation,
etc. But NCCC's volume at least attempts
to give professional polish to an area of
programming which has been frequently
criticized. For this reason it should be as
welcome among broadcasters who air the
programs as among the men of the cloth
who produce them.
Broadcasting
Rock 'n Roll Ratings
...the ADULT audience
is tuned to WCFL
Burke-Stuart Co., Inc.,
60 E. 56th St., New York 22, N. Y.
PL 1-4646
NEW YORK • CHICAGO • DETROIT
LOS ANGELES • SAN FRANCISCO
50,000 WATTS
Sure, we like 15 year olds, too, but your products'
best customers aren't the teenagers — so why direct
your sales message to them?
WCFL's Balanced Programming (no rock 'n roll
music before or now) is slanted to an audience with
buying power.
A recent survey made by the Midwest Research
Bureau showed 83% of WCFL's audience composi-
tion to be adults — as against an average of 52%
among 5 other Chicago independent stations.
Isn't it smart to place your sales message where
the listening audience can do and does do something
about it?
WCFL
CHICAGO
Marty Hogan, Station Manager
Thomas E. Haviland, Commercial Manager
666 LAKE SHORE DRIVE
MOhawk 4-2400
lOOO ON THE DIAL
the Voice ot Labor
Broadcasting
December 2, 1957 • Page 17
BEAUMONT
# I
ORANGE
PORT ARTHUR •
Eyeing Texas? The fabulous
Beaumont-Port Arthur-Orange area
of over 1,000,000 prosperous
people is covered only by
K F D M Beaumont Radio & TV
CBS
ABC
See PETERS-GRIFFIN-WOODWARD, INC.
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
1735 DeSales St., N. W. Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
□ 52 weekly issues of BROADCASTING $7.00
□ 52 weekly issues and Yearbook Number 11.00
□ Enclosed □ Bill
name title/ position*
company name
address
zone state
Plate i e lend to home address — —
Page 18 • December 2, 1957
OPEN MIKE
An Educator's Thanks
editor:
The article on educational tv [Educa-
tion, Nov. 11] is to be complimented for its
completeness and it's fairness. Through an
article such as this the commercial side of
our industry may get a better understanding
of what and how much is being put into
this effort.
Dr. Lee S. Dreyfus
Assistant Director, Radio-Tv
Wayne State U., Detroit
[EDITOR'S NOTE— Reprints of "ETV: Five
Years And $60 Million Later" are available at
25<* each.]
Two Hearts With Same Thought
editor:
That was real saturation technique in
Broadcasting, Nov. 4, running on consecu-
tive pages [18-20] two station ads featuring
a picture of intertwined hearts carved on a
tree trunk. Our KBIG mermaid, who per-
sonally did the carving for our ad, took the
Fifth Amendment when asked if she had
ever seen the art work or roughs on the
strikingly similar ad of WXIX (TV) Mil-
waukee. Knowing that she has been inspired
in the past by another Milwaukee product,
we have our suspicions.
Robert J. McAndrews, V. P.
KBIG Hollywood, Calif.
Everywhere Except in the U. S.
editor:
I read with great interest "Radio-Tv's
Progress Chronicled in Stamps of Other
Nations" [International, Nov. 18]. . . .
Last year I published Radio Philatelia which
describes not only these but many more
stamps, a booklet which was very much
appreciated by many broadcasters. Since
this book was published, a great number of
stamps with radio and tv motifs have been
issued and in just the last four weeks
Germany and Czechoslovakia put out some
interesting stamps.
The only country that has ignored radio
and tv completely is the U. S., although
the broadcasting industry is one of the most
important ones as compared to other in-
dustries which have already been honored
by a postage stamp.
Herbert Rosen
Audiomaster Corp.
New York 17, N. Y.
[Mr. Rosen's "Radio Philatelia" was published
by Audiomaster Corp. (IN REVIEW, Feb. 20,
1956).]
editor:
I was delighted to read the article on
stamps featuring radio and television. For
quite a number of years I have been col-
lecting philatelic items pertaining to the field
of telecommunications. My collection now
contains over 2,000 items portraying the his-
tory of radio, television, telephone and
telegraph.
Because of my personal interest, I have
long considered urging Broadcasting to
spearhead a move to have the American
broadcasting industry honored on one or
more postage stamps. Stamps have been
issued honoring the steel, trucking and
Broadcasting
in Rochester
Nick Nickson
is unchallenged king of the
afternoon airwaves . . .
a personality whose civic
activities make him a
bed-rock part of the city
that avidly tunes to him . . .
eagerly buys what he seils.
That's why "Nick Nickson's 950 Club", daily from 3 to 6 p.m., Sundays from 5 to 7:30 p.m.
is one of WBBF's BIG BUY features . . . why WBBF has the "draw" power in Rochester
JOE DEANE
(daily 12:15-3:00 p.m.
6:15-8:00 p.m.,
Sunday 12:15-5:00 p.m.)
MORT NUSBAUM
(daily 7-10 a.m.)
Like to hear more? Call
VENARD, RINTOUL a McCONNELL, INC.
WBBF, Rochester, N. Y.
a star
broadcasting station
A*
WTLB, Utica * WGVA, Geneva
You've just booted the
'ole bonus,
Smidley.
Two more accounts down the drain
and all because you're just not with the
times, Smid. Take this Cascade
business. What in heaven's name is
wrong with an exclusive TV market of
over half a million — a billion dollar
market and one of the biggest buys in
the West? So you overlook it and
the competition eats us alive in the
Pacific Northwest.
CASCADE
BROADCASTING COMPANY
NATIONAL REP.: WEED TELEVISION
PACIFIC NORTHWEST: MOORE & ASSOCIATES
ESSO Leading national sponsors are finding consistent, im-
_ _ pressive sales power from this man's top rated series.
TAYSTEE BREAD _ . t . .
BUDWEISER F°r a ful1 reP°rt' C°ntaCt
CARTER PRODUCTS jgiS^ m "t
PROCTOR & GAMBLE OFFICIAL FILMS, INC. tgttg |H 1
25 West 45th Street, New York, N. Y. ^
REPRESENTATIVES: Atlanta • Beverly Hills • Chicago • Dallas • Minneapolis • San Francisco • St. Louis
OPEN MIKE CONTINUED
chicken-raising industries, to name but a
few. Surely broadcasting deserves repre-
sentation.
John H. Poole
John Poole Broadcasting Co.
Corona Del Mar, Calif.
Intercontinental Tv Pickups
editor:
I noted "Sunspots, You Know" [Inter-
national, Nov. 11] which deals with BBC
video reception in Long Island. I wish to
point out that members of American Iono-
spheric Propagation Assn. all over the U. S.
have been receiving the sound portion of
BBC television transmissions and that some
of us have converted U. S. tv sets to op-
erate on BBC standards and have received
pictures direct from London and other
United Kingdom towns. . . .
Many other countries operate tv stations
that have been seen in the U. S. The AIPA
is based entirely upon such long distance
freak tv reception and we have members
from Australia to Sweden and from Argen-
tina to Yellowknife, Northwest Territory.
Gordon E. Simkin
American Ionospheric Propagation
Assn.
P. O. Box 201
Loma Linda, Calif.
Radio Said 'No' First
editor:
The executive secretary of the Distilled
Spirits Institute indicated that the broad-
cast media in 1935 decided not to accept
liquor advertising after the liquor industry
decided not to use the broadcast media
[Open Mike, Nov. 4]. For the record, NBC
and CBS made known their refusal before
any decision by the liquor industry and I
am sure that NAB [now NARTB] and the
stations did the same. And this also in-
cluded beer and light wines.
It is my fervent hope that no station or
network will follow your suggestion. And
a check among a number of the liquor
companies indicates that most of them are
not even interested. Both media and ad-
vertiser should count 100 before making a
decision — 100 years.
Edgar Kobak
Consultant
341 Park Ave.
New York 22, N. Y.
Believes in Promotion All the Way
editor:
Congratulations on reverting to Broad-
casting. We pride ourselves on being the
"promotingest" station in South Dakota.
This year we have given away a $3,000
automobile, two 17-day air trips to Europe,
two Maytag laundry appliances, 42 radios,
$300 cash and two transistor radios in an
"old radio" contest. We believe promotion is
as vital an element in station operation as
any other department. That is why we
appreciate your Programs & Promotions
department.
E. C. Stangland
General Manager
KBRK Brookings, S. D.
Page 22 • December 2, 1957
Broadcasting
Broadcasting Publballww Im.
Sol Taishoff
President
H. H. Tash
Secretary
Maury Long
Vice President
B. T. Taishoff
Treasurer
Edwin H. James
Vice President
Irving C. Miller
Comptroller
BROADCASTING*
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EDITOR & PUBLISHER: Sol Taishoff
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SENIOR EDITORS: Rufus Crater (New York), J.
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Copyright 1957 by Broadcasting Publications Inc.
BROADCASTING
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December 2, 1957 • Page 23
CASE HISTORY-DAIRY PRODUCTS
"All us cows do our
best for Jerseymaid"
(and so does radio advertising)
ALMOST ASTRONOMIC and intimately
intertwined is the joint growth of
Jerseymaid Milk Products and Los
Angeles Radio.
STARTING WITH QUALITY dairy prod-
ucts, a small plant and a large prayer,
Jerseymaid in twenty years parlayed one
truck into a fleet ... the plant into a block-
square giant with two supporting ware-
houses ... a four-digit ad budget to six,
and a five-digit sales volume to eight.
"RADIO HAS NOT ONLY ACCOM-
PANIED, but substantially inspired, our
climbing sales graph" says Jerseymaid
President W. John Thiessen. "It gets
almost half our total ad budget ... more
than any other medium. Radio, the con-
sumer's daily companion at home and on
the road, fits our marketing pattern like
a glove'.'
"JERSEYMAID WAS A KBIG CHARTER
SPONSOR 'way back in 1952;' recalls
Norton W. Mogge, President, Mogge-
Privett, Inc. advertising agency. "We
have bought over a thousand programs
and spots on The Catalina Station for
this client, because KBIG influences the
able-to-buy adult audience which makes
up the Jerseymaid market'.'
ASK YOUR REP, KBIG or Weed, for
other case histories to help you evaluate
Southern California radio.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-3205
Nat. Rep. WEED and Company
OUR RESPECTS
to Bernard Goodwin
A realist with ideas, Bernard Goodwin reveals much about himself when he talks
about DuMont Broadcasting Corp. and its three stations, WABD (TV) and
WNEW New York and WTTG (TV) Washington.
Mr. Goodwin, who stepped into the presidency of the broadcast company in
October 1955, says the company's aims in the broadcast field are to properly serve the
community and to do what is "good" for its stockholders.
In his two-year reign, he has been off and away to an impressive beginning on
both counts. For the first time in the company's history, it is now making money,
aided in no small way by the recent acquisition of WNEW, the independent but
profitable music-and-news radio outlet. He reports DuMont Broadcasting's cash
position has improved and the company is investing in programming and management.
Expansion is two-fold — which he differentiates as "internal" and "external." By
internal, he explains DuMont looks ahead to further building up of the two tv
properties (WNEW is not in need for such plasma), nurturing their growth, seeking to
bring attention to the programming and pumping energy into their management.
Externally, DuMont will acquire additional stations when "we feel they are the
right ones and the right buys for us."
Bernard Goodwin was born in New York City Dec. 19, 1907. As the youngest
of the large family of Mayer and Hannah Wald Goodwin, he was tapped for the
professions and chose law. After going through city schools, he was graduated
cum laude in 1928 from New York U.'s Washington Square College with a
bachelor of science degree and, three years later, cum laude from Harvard Law
School with an LL.B degree.
Young Bernard Goodwin made use of his mental and physical talents. He worked
his way through school by tutoring in history, government and mathematics and later,
law courses, and took odd jobs during the summer months. At school, he was an
amateur boxer and when he had the gloves off, continued sparring in school politics.
Upon the advice of law Dean Roscoe Pound — who studied the map for a smaller
city in the far west with growing potential — Mr. Goodwin sought his future in
Seattle, armed with three letters of introduction to alumni. He drove an aged couple
cross-country and joined Venables, Graham & Howe as an attorney.
In 1934, Paramount was bankrupt and reorganizing and Mr. Goodwin and a few
other young lawyers such as Leonard H. Goldenson (now president of American
Broadcasting-Paramount Theatres) were hired for legal detail, Mr. Goodwin return-
ing to New York and working on production, Mr. Goldenson to Boston, assigned to
theatres. Both men later joined Paramount's legal department in their respective
areas of activity.
Mr. Goodwin soon became a specialist on copyrights, became familiar with the en-
tertainment field and climbed rapidly in Paramount's executive ranks. By 1946, he was
vice president, general manager and board member of Famous Music Corp. and
Paramount Music Corp., music publishing subsidiaries; executive producer of short
subjects; a vice president-board member of Paramount Television Productions Inc.
(KTLA [TV] Los Angles). In 1938, he had been elected secretary and board member
of Allen B. DuMont Labs (in which Paramount for years has had a sizable interest).
When DuMont Labs a few years ago spun off its broadcasting company, stock-
holder Paramount "loaned" Mr. Goodwin to the firm as president and he split his
time between DuMont Broadcasting and Paramount. Earlier this year, after WNEW
had been acquired, the company needed a full-time president. Mr. Goodwin de-
cided to drop his work with Paramount. His interest in broadcast affairs was qumu-
lative, starting with DuMont Labs activity in the field, increasing when Paramount
President Barney Balaban asked him in 1954 to spend more time on KTLA and
deepening through his association with the music publishing business.
Mr. Goodwin lives with his family on East 62nd Street, and walks to and from
his office on East 67th. His wife is known professionally as a painter. Yetty.
His children are Stewart, 18, at Harvard; Wendy, 16; Alex, 13, and Nadine, 3 months.
A lesser known fact about Bernard Goodwin is that on many an evening (usually
between six and eight o'clock), he can be seen pursuing one of his outdoor loves —
ice skating at Rockefeller Plaza. His other pursuits include horseback riding, swim-
ming and sailing. He is an avid student of history and now is "in the middle of Toyn-
bee's 10-volume study" (he leans to study of the history of civilizations).
Mr. Goodwin is a member of Phi Beta Kappa, of the Washington State, American,
New York State, City of New York and Federal Communications Bar Assns., a
vice president of Radio & Television Executives Society, and a member of the
Harvard U. and New York U. Clubs in New York.
Page 24 • December 2, 1957
Broadcasting
IN THE PUBLIC SERVICE OF/GREATER DETROIT
DETROIT'S ONLY FULL TIME
MOBILE NEWSCRUISER . . .
a WKMH exclusive
Whenever and wherever news occurs, the WKMH
Newscruiser gets there in a hurry — gets the facts FIRST!
A community service established over two years ago, this
self-contained, mobile broadcasting station supplies eye-witness
reports of newsworthy events to a vast audience over a huge area.
During last year's building collapse in Jackson, for example,
the WKMH Newscruiser's on-the-spot accounts were carried
by 72 radio stations. Constantly on the prowl from 7 A.M.
to 6 P.M., the Newscruiser's 2 radio reporters are on 24-hour call,
assuring listeners of "red hot" newscasts. In the Detroit area,
the WKMH Mobile Newscruiser and "Public Service" go hand-in-hand!
x:
WKMH
DETROIT • DEARBORN
John Carroll, Managing Director
KNORR BROADCASTING CORP.
Broadcasting
December 2, 1957 • Page 25
KTHV
sells
nearly All
of Arkansas!
"KTHV largely
responsible for
300% sales
increase!
Says ROBERT S. HERZOG,
Advertising and Sales Promotion Manager,
Boyer International Laboratories, Inc.
Boyer International Laboratories recently bought a 13-week satura-
tion campaign on KTHV for their H-A Hair Arranger, a liquid
grooming aid. Although it is currently available only in the
western two thirds of the nation, H-A ranks fifth in national sales.
Boyer plans to tackle selected Eastern markets soon, using same
saturation technique. Here's what Mr. Herzog says about KTHV:
^£ I think you will be interested to know that
with only half of our 13 -week campaign
expired, we have already reached our
sales and distribution expectations.
Our sales for the first seven months of
this year have exceeded last year's first
seven months' sales by 300%. In fact, this
year's first seven months' sales out-do all
of our 1956 Little Rock sales by 125% . . .
and the past six weeks of advertising and
promotion are responsible for 58% of
this year's business.
Reports from our sales representative in
the Little Rock area read as follows:
"Good movement." "Excellent displays in
stores." "Sold for the
first time." "Doing quite well in
stores." "Reordered." And the proof
of these reports is, of course, shipments.
To a large extent, the credit must go
to the exceptional job you and KTHV
advertising, promotion, and merchandis-
ing did for us. The cooperation you gave
us was equally exceptional. J J
37
ROBERT S. HERZOG
KTHV . . . LITTLE ROCK
316,000 WATTS .... CHANNEL
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
11
Page 26 • December 2, 1957
Broadcasting
BROADCASTING
THE BUSINESSWEEK!. Y OF TELEVISION AND RADIO
Vol. 53, No. 23
DECEMBER 2, 1957
RADIO NETWORKS ON THE REBOUND
• Billings on the way up as old — and new — advertisers climb aboard
• New faces, new formats are regenerating some of the old magic
One year ago, a special Broadcasting
report [Nov. 26, 1956] asked "Are radio
networks here to stay?" The answer then to
our own question: "Yes, in one form or
another."
By last week the "yes" had been substan-
tiated in billing increases on all four net-
works, and the "form" had begun to crystal-
lize. Broadcasting's 1957 look at the net-
work radio situation finds these develop-
ments:
• MBS's claim that it has sold out all of
its network option time, is operating in the
black and will increase rates at the begin-
ning of next year.
• NBC Radio's report of advance gross
billing up approximately $800,000 from a
year ago, claims of a slim but firm lead in
the per cent of all radio network sponsored
time and emphasis that affiliates have been
assured increased station payments.
• CBS Radio's stress on national advertis-
ers coming around to the 52-week contract
— citing, among many, Ford Div.'s $5.5
million package; the recent A. C. Staley
Mfg. $1.2 million buy; the Colgate-Palm-
olive $3.5 million contract, and $1 million-
level purchases by such advertisers as Miles
Labs, Delco (General Motors) and Bristol-
Myers. (All figures are gross.)
• American Broadcasting Network's turn
to live programming under the direction of
its new president, Robert E. Eastman, who
has scuttled soap operas in favor of live
music and personality shows. With a heavy
investment in its program revision, ABN
sees only bright prospects ahead.
The national "blue-chip" advertiser, who
had slowly chipped away its spending in
network radio since tv's rise, is returning.
CBS Radio, for example, ran full page
newspaper advertisements in October to pro-
claim that 14 of the 15 biggest network
radio advertisers during the networks' peak
year (1948) were back in 1957.
The 14: Procter & Gamble, Sterling
Drug, General Mills, General Foods, Gil-
lette, Miles Labs, Lever Bros., Liggett &
Myers, American Home Products, Colgate-
Palmolive, R. J. Reynolds, Philip Morris,
Swift and General Electric. The 15th:
Campbell Soup.
The network also noted that large corpor-
ations, not big network radio users 10 years
ago, were on CBS Radio today. Among
them: Ford, Home Insurance Co., General
Motors (Chevrolet and United Motors Serv-
ice) and Longines-Wittnauer Watch Co.
The top agencies also attest to this upbeat
in network radio use.
For example, BBDO this year increased
its network radio billing $9 million over the
past year; Young & Rubicam, $2 million;
Foote, Cone & Belding, $3.7 million; J.
Walter Thompson, $3 million, and Cun-
ningham & Walsh, $1.2 million.
BBDO at the first of the year appointed
William J. Hoffman Jr., a tv account man,
as director of network radio for the agency.
In that post, Mr. Hoffman promotes net-
work radio to BBDO account executives.
As expressed by Mr. Hoffman elsewhere
in this issue [Monday Memo, page 105],
the current "resurgence" in network radio
as a major advertising medium "has been
one of the outstanding developments of our
business during the past year."
Another agency executive, Reggie Schue-
bel, director of network relations, Guild,
Bascom & Bonfigli, points out that her
agency uses network radio for two of its
major accounts, Best Foods' Nucoa mar-
garine and Ralston Purina cereal, because
of the "intense listenership that is inherent
in dramatic radio programs and which car-
ries over into the commercial." The medium
appeals, she says, because it obtains a mass
audience at a low cost. (Best Foods and
Ralston Purina participate in a number of
daytime serials on CBS Radio.)
At the same time, an executive at J.
Walter Thompson said flatly that he has
been "amazed" and "heartened" by a
"greater astuteness" about network radio
among advertisers. This "intelligent think-
ing" about the medium, he thought, may
be marking an end to the "fashion of buy-
ing a spot package" but ignoring network.
He cited an "awakening to networks, their
rates and structures" which, he predicted,
would lead to increased radio network buys
next year. But, he warned the lowered cost
ABN
ROBERT EASTMAN, President
"ABN has made a sharply dramatic break
with network patterns of the past. Our
product is programming, suited to the mod-
ern pace and the modern taste."
CBS
ARTHUR HULL HAYES, President
"Advertisers have recognized the real values
of this type of attentive listening by invest-
ing more money with us than with any
other network."
MBS
PAUL ROBERTS, President
"Network radio definitely is on the upbeat.
. . . Mutual is now operating in the black.
. . . We're gearing ourselves to a possible
$14 million net in 1958."
NBC
MATTHEW J. CULLIGAN, V.P. in Chg.
"Our affiliates, too, have prospered. Those
who cleared over 90% of the network's pro-
gramming this past year are assured of a
300% increase in station payment."
Broadcasting
December 2, 1957 • Page 27
RADIO NETWORKS ON THE REBOUND continued
mmmmmmm
RADIO NETWORKS ARE SIZZLING WITH PROMOTIONS
If anybody should know network radio
is here and very much alive it is the lis-
tener. The networks this year have been
telling him so with increasing frequency
via contests, on-air spots, and publicity
stunts, along with stepped-up consumer
advertising in newspapers, magazines and
even billboards. Nor will sponsors and
prospective sponsors be allowed to over-
look the fact.
ABN is out to become the contest king
of the year and currently is winding up a
Herb (Oscar) Anderson promotion to
find the most beautiful female ear in the
U. S. The owner of the winning ear, plus
her husband, will get a week's vacation
in Hollywood and a cement baptism in
front of Grauman's Chinese Theatre.
Other contest promotions have included
a nationwide talent search on the Johnny
Pearson Show and a "spin the silver bar-
rel" drawing on the Pearson program
plus the Merv Griffin Show and Bill
Kemp Show. In the latter, listeners mailed
in post cards with names and addresses,
and the program personalities drew them
out of the barrel to give away 60 Moto-
rola table radios ("cross plugs on our
other live shows will be appreciated,"
Promotion and Exploitation Director Irv
Lichtenstein wrote "all concerned" at
ABN).
ABN is working had to tie its promo-
tions in at the affiliate level and tested
this concept with a silver-dollar giveaway
to motorists who were listening to Jim
Backus on their auto radios Oct. 21-25
in New York, Detroit, Philadelphia and
Washington. ABN supplied affiliates in
early November with a pre-Thanksgiving
turkey giveaway promotion plan and cir-
culated station management and promo-
tion directors with a Christmas Day idea
to boost listener interest by having station
personalities air Merry Christmas ex-
changes with the city's leading citizens
via beeperphone.
CBS claims it is the only network going
in heavily for a consumer campaign in
national magazines — aimed primarily at
building audience for daytime shows.
Starting last spring, CBS has been using
Look, Woman's Day, Family Circle,
Reader's Digest, True Story, Women's
Group, Photoplay and TV-Radio Mirror.
Some of these ads are supplied to affili-
ates in poster form for local use and sta-
tions also are being well supplied with
car-cards and tv slides for general use.
CBS is strong for recorded announce-
ments by stars for distribution to affili-
ates and uses them heavily on sustaining
shows. Seasonal themes such as "Sounds
of Summer" have been backed up with
specific occasion spots. New programs
and events like "Radios for Christmas"
call for special promotion kits. CBS pro-
duced a jingle emphasizing the import-
ance of its medium: "Only a network
can do it!" Its regular publication, Station
Breaks, permits affiliates to exchange
ideas on promotion.
of network radio — particularly in night-
time periods — has not yet been fully ap-
preciated and recognized.
JWT cooperated with CBS Radio in pre-
senting reports and analyses on network
radio to its client, the Ford Div. of Ford
Motor. This joint effort is credited with
stimulating the Ford 52-week, $5.5 million
gross package on CBS giving the automo-
bile firm 4 hours and 40 minutes per week
[Lead Story, May 13].
Other benchmarks:
Indicative of the trend, substantial gains
for network radio were chalked up be-
tween October and November of this year,
according to industry sources. The four
radio networks' total showed a climb of
nearly six hours, or 14.5%. For NBC and
CBS, the November totals were said to be
highs for the year and greater than any
period all last year.
Radio Advertising Bureau, significantly,
plans to begin issuing a quarterly report on
all advertisers using network radio, a service
discontinued in 1955. It is hoped the first
quarterly report will be out early next year.
Billing figures may be added later. RAB
said it has been getting "constant queries"
for such information. Meanwhile, RAB is
getting ready to publish a sales presenta-
tion comparing network radio with maga-
zines. It has been giving the presentation
all year to various national advertisers.
The radio networks have been pumping
new life into their own promotion and ad-
vertising machinery this year and expect
to continue this phase at a high level. This
covers not only on-air listener promotion
such as contests and spots, but also spon-
sor merchandising, sales development and
consumer media advertising (see separate
story in box above).
This is the way the networks report their
individual status:
AMERICAN
ABN got off to a glamor sales drive for
its new live programming format last week.
The network literally lit up the grand ball-
room of the sedate Plaza Hotel in New
York Tuesday morning for a "breakfast"
(coffee and rolls) for an estimated 500 peo-
ple, including many advertisers, agencies
and affiliate executives.
American also is off to a sales start. Such
advertisers as Nestle (Dancer-Fitzgerald-
Sample), Sterling Drug (D-F-S) and Foster-
Milburn (Doan's pills) (Street & Finney), al-
ready have bought into the Herb Oscar An-
derson Show, one of the many "live music"
programs now on American's air. In addi-
tion, ABN has the Texas Co. (Cunningham
& Walsh) sponsoring the Metropolitan
Opera, Nestle has contracted for segments
in the Jim Reeves Show (another live music
showcase) and the long-standing Breakfast
Club is nearly sold out.
Among the major blue-chip advertisers
participating in Breakfast Club: Admiral
(Henri, Hurst, & McDonald), U. S. Steel
(BBDO), Nescafe (Bryan Houston), General
Foods for Post cereals (Benton & Bowles)
and Calumet (Young & Rubicarh).
In addition, ABN has newcasts sponsored
by R. J. Reynolds (Camels through Wm.
Esty) and Chrysler (McCann-Erickson) and
grosses more than $1 million per year on
religious sponsorships on weekdays alone.
Speakers at ABN's presentation last week
included President Eastman and NARTB
President Harold Fellows. A narration of a
Broadcasting
ABN musical personalities took part in the finale of the "sell" at a network presenta-
tion Nov. 26. More than 500 executives from advertising agencies and affiliated fields
attended the promotion at the Hotel Plaza in New York.
Page 28 • December 2, 1957
But the radio excitement is not all out-
going.
Enthusiasm is evidenced internally at
CBS headquarters in New York. Em-
ployes representing all levels of operation
are participating in a workshop group
started this year called "Dimensions in
Sound." Besides practice in production,
the group listens to company experts who
share their acumen. This Wednesday the
group will talk radio with Howard G.
Barnes, vice president in charge of net-
work programs for CBS Radio; Harlan
J. Dunning, supervisor of network pro-
grams; producer Paul Roberts; Alan Lud-
den, program director of WCBS New
York, and James Sirmons, assistant di-
rector of labor relations.
Mutual's programming approach stress-
ing music and news programming almost
exclusively, a station spokesman said, ob-
viates the need for extensive promotion,
since the network does not have distinc-
tive personalities or shows to promote. It
restricts its audience promotion to on-
the-air announcements within its public
service shows and co-op programs and
the use of mail campaigns to advertisers,
agencies and distributors of sponsors'
products.
The network has newly appointed
Weiss & Geller as its advertising agency
to prepare advertisements for the broad-
casting and advertising trade press and
to create a network symbol that affiliates
may use in consumer advertising. In re-
cent months, the spokesman said, affili-
ated stations have carried on audience
promotion campaigns emphasizing their
association with Mutual and carrying
paid advertisements in local newspapers
with this message. It is hoped, the spokes-
man added, that Weiss & Geller will be
able to assist local stations in this effort.
NBC Radio has stepped up its con-
sumer advertising 100% this year, exclu-
sive of on-air promotion. Paid space has
been increased substantially in newspap-
ers, although some magazines are used.
Trade advertising is up 30%, the network
reported, with the increased spending
here invested in vertical publications in
the drug, food and automotive fields.
NBC on-air contests were highlighted
by the "Most Beautiful Voice in Amer-
ica" search which brought entries from
all 48 states, gave affiliates substantial op-
portunity to tie in locally and had such
promotion potential as major displays at
the North Carolina and Texas State fairs.
Now described as a "major operation"
at NBC Radio after almost "starting from
scratch this year" is the network's mer-
chandising efforts in behalf of a variety
of clients. Complete merchandising and
promotion kits are regularly mailed for
local use by stations, dealers, distributors
and advertisers and the network joins
sponsors in local staging.
NBC Radio also believes in selling
radio with radio. A typical example of a
method used widely was the distribution
of about 100 transistor sets mocked-up
to look like Del Monte products to Cal-
ifornia Packing Co. for use by salesmen
on their rounds. They often timed their
calls so the pitch could begin by tuning in
NBC during a Del Monte commercial.
slide presentation was delivered by ABN
Vice President Stephen Labunski.
On the stage of the ballroom a large
orchestra supplied "live" music, while the
balcony boxes were used to spotlight the
casts of each of the new ABN programs.
Mr. Eastman told the audience that "far-
reaching changes have taken place at Amer-
ican in a short time" and that ABN "has
made a sharply dramatic break with net-
work patterns of the past.
"Our product is programming . . . suited
to the modern pace and the modern taste,"
he asserted.
As noted by Mr. Labunski: "... a multi-
million dollar programming with 222 per-
formers, musicians, writers and production
men. There is nothing else like it in the en-
tire radio medium. It's an exclusive, power-
ful product of American — a live showman-
ship product which has the vital character-
istics of personal warmth, sparkle, humor
and spontaneity."
CBS RADIO
CBS Radio's President Arthur Hull Hayes
sees the upward trend in both sales and pro-
gramming continuing. He noted that "as we
prepare to enter 1958, sponsor interest ap-
proaches an all-time high. Many major in-
dustries are actively considering entry into
network radio.
"This use of network radio is particularly
encouraging to use at CBS Radio where we
have long believed that network radio's place
is dependent upon programming for at-
tentive listening. Our daytime schedule of
serials and personalities, and our nighttime
and weekend schedule of personalities and
dramatic shows, has continued to main-
tain its leadership among listeners. And ad-
vertisers have recognized the real values of
this type of attentive listening by investing
more money with us than with any other
network."
Mr. Hayes also said: "CBS Radio will con-
ALL IN WEEK'S WORK
Four advertisers last week signed
with CBS Radio for new business
amounting to more than $500,000 in
gross billings, according to John Karol,
vice president in charge of network
sales. Heading the business was a
52-week pact with Carnation Co.,
Los Angeles, for a weekly quarter-
hour of House Party, starring Art
Linkletter. The agency is Erwin
Wasey, Ruthrauff & Ryan, Los
Angeles.
Other contracts came from the
California Prune & Apricot Growers
Assn. (Sunsweet prunes), San Jose,
through Long Adv., San Francisco,
for two weekly IV2 minutes of House
Party for 13 weeks, starting Jan. 6;
White House Co. (records), Harrison,
N. J., through Kushins, Anderson &
Takaro Inc., New York, for 40 min-
utes of Great Moments in Music,
programming on Dec. 1 only, and
Bristol-Myers Co., New York, through
Young & Rubicam, New York, for
one-quarter of the Orange Bowl Game,
New Year's day.
tinue to supply its affiliates with the best in
big-name prestige programs as well as with
radio's leading news and public affairs pres-
entations. Through the network's program-
ming, our affiliates' standing in their respec-
tive communities is strengthened."
CBS Radio places top emphasis on 52-
week contracts and what it calls "single-
sponsor" buys. Among the highs reported
was the "stimulating" Ford Div. contract,
described by CBS as "the largest single net-
work radio deal in a decade."
Other single sponsor buys have been re-
corded by the network. Among them: Home
Insurance Co. of New York (for Jack Benny
through Albert Frank-Guenther Law); Chev-
rolet (Campbell-Ewald) on newscasts; Miles
Labs (Geoffrey Wade) on several newsstrips.
North American Philips Co. is listed as one
of the top advertisers during the year, as is
R. J. Reynolds (William Esty).
Philip Morris (N. W. Ayer) expanded a
regional hookup to a full network for its
country music program; A. E. Staley Mfg.
took a single-sponsorship of a weekday strip
(via Erwin Wasey, Ruthrauff & Ryan) . Other
sponsors who are exclusively identified with
a show: Wm. Wrigley Jr. (Arthur Meyer-
hoff); Delco-Remy Div. of General Motors
(Campbell-Ewald); Longines-Wittnauer (Vic-
tor Bennett).
The network also was registering longev-
ity records for its serials. To cite a few: Ma
Perkins and Romance of Helen Trent in their
25th year on the air, and This Is Nora
Drake, celebrating a 10th birthday.
On the station front — an area that quick-
ly shows up health or illness in a broadcast
medium — CBS-owned radio outlets issued
new standardized, uniform rate cards during
the year. This was designed to simplify time-
buying on the outlets. Only two weeks ago,
the network released a qualitative study by
Motivation Analysts Inc. that found CBS-
owned stations gaining more "attentive" lis-
tening than leading independent stations
[Networks, Nov. 25].
At a CBS Radio Affiliations Assn. conven-
tion a few weeks ago [Networks, Nov. 11],
President Hayes told affiliates that the net-
work's income this year would show an up-
ward turn for the first time since 1950, and
that, on the basis of a rise in billings, sta-
tion payments also will be greater for the
first time since the turn of the decade.
MUTUAL
Mutual projects an optimistic picture for
the rest of this year and for 1958, with
Paul Roberts, president, anticipating $14
Broadcasting
December 2, 1957 • Page 29
RADIO NETWORKS ON THE REBOUND continued
million in net billings for 1958. Only last
week, Mr. Roberts told a news conference in
New York that the network is "sold out"
through Dec. 3 1 of this year [Closed
Circuit, Nov. 25].
As further evidence of Mutual's "upbeat,"
Mr. Roberts said the network will add two
hours of programming to the schedule at
the beginning of 1958, at which time it also
will institute a rate increase. The expansion
in the broadcast day from 17 to 19 hours
also ties in with another development at
Mutual, Mr. Roberts said, referring to a new
arrangement with the Don Lee network
whereby these stations will become direct
affiliates of Mutual. The extra two hours
after midnight (EST) will enable Mutual
to service west coast stations, particularly,
during an advantageous time period.
The contract with Don Lee, which is ex-
pected to be signed shortly, will provide that
Mutual pay the cost of telephone lines
(amounting to about $250,000 per year), Mr.
Roberts said, with Mutual retaining 90
minutes per day of its own programming
to stations and supplying the outlets the
remainder of the day. He stressed that
Mutual will not be buying Don Lee, but the
arrangement will facilitate station clearances,
enabling Mutual to place an expanded
amount of its programming at the disposal
of the stations.
Mr. Roberts said the expanded broadcast
day plus the rate hike will open up addi-
tional sources of revenue for the network
in 1958. It will add two hourly newscasts
and possibly service and sports programs in
the added 12 midnight-2 a.m. period. The
network currently operates from 7 a.m.- 12
midnight. The amount of the rate increase
is expected to be at least 10% but, accord-
ing to Mr. Roberts, has not been worked
out as yet.
Mr. Roberts told Broadcasting:
"It is now nearly five months since I
first became interested in network radio
operations — particularly those of the Mutual
Broadcasting System. And today, as presi-
dent of the network, I find my original
feeling well fortified by station, listener and
client responses.
"Network radio definitely is on the up-
beat. Mutual has well demonstrated that
fact. But Mutual has done it by providing
a network radio operation with which sta-
tions can live profitably and practicably.
"Our original philosophy about network
broadcasting has not changed one bit. We
are determined to give our stations the
kind of programming most practicable for
their local or regional schedules.
"We are adding additional station service
programs. For example, the Story Princess
— first new children's show on Mutual in
five years — is strictly for station sales. It's
a week-night show that starts Monday
(Dec. 2). We're planning station service
shows giving latest details on financial news
coupled with Wall Street closing prices.
We've got the Kate Smith show coming up
Jan. 6th, half of which stations sell for them-
selves, and we're starting to add to our
sports calendar, with the annual North-
South All-Star Shrine football game Christ-
mas night first on the schedule. We're
Page 30 • December 2, 1957
checking our stations now for the Wednes-
day evening boxing matches.
"Most importantly, however, we know
that Mutual is now operating in the black.
Before we took over the network had a
$150,000 monthly operating loss. We're
gearing ourselves to a possible $14 million
net in 1958 — and I mean, net."
Mr. Roberts declined to estimate Mutual's
billings for this year, but they are reported
to be in the neighborhood of $7.5 million.
He expressed the view that Mutual will
show a "slight profit" for the five months
of operation under his management.
Since last August, Mutual has signed con-
tracts with such major advertisers as Lever
Bros. (Pepsodent and Dove soap) through
Foote, Cone & Belding and Ogilvy, Benson
REVVING UP FOR '58
With Mutual "sold out" on its net-
work availabilities through the end of
1957, Sales Vice President Sidney P.
Allen last week announced that new
orders beginning in January were
being signed and expressed "extreme
pleasure" at the identity of early ad-
vertisers. He pointed out that an ad-
vertiser new to Mutual — Colgate-
Palmolive Co. through Shaw Adv.,
Chicago — had signed for a large order
on a 52-week basis, for Sportsreel with
Bill Stern, starting Jan. 2, at varied
times. The product will be Instant
Shave Cream. For the first 13 weeks,
C-P will sponsor the show on Tuesday
and Thursday from 7:30-7:35 a.m.
and on Monday, Wednesday and Fri-
day from 8:30-8:35 a.m. For the next
26 weeks it will sponsor the program
ten times weekly, covering both the
7:30 and 8:30 a.m. periods, then
reverting to the former schedule for
the final quarter of the year. On top
of the Colgate buy, Mr. Allen an-
nounced that Pharmaceuticals Inc.,
through Parkson Adv., New York,
would sponsor a year-long campaign
on the Gabriel Heatter five-minute
news broadcasts on Tuesday ( 1 : 30-
1:35 p.m.) for Serutan and on
Wednesday (7:30-7:35 p.m.) for
Kreml hair tonic. Mr. Allen stressed
that Kreml had not used Mutual
since 1946, Serutan since 1949.
& Mather; P. Lorillard (Kent and Newport
cigarettes) through Lennen & Newell; H. J.
Heinz Co. through Maxon Inc.; General
Foods (Jello) through Young & Rubicam;
R. J. Reynolds Tobacco (Camels) through
Wm. Esty; Sterling Drug (Fizrin) through
Compton Adv.; Quaker State Oil through
Kenyon & Eckhardt; American Home
Products (Anacin) through Sullivan, Stauf-
fer, Colwell & Bayles; Bab-O through Dona-
hue & Coe; General Motors (trucks) through
Kudner Adv.; Benrus (watches) through
Lennen & Newell; Chrysler Corp. (cars and
trucks) through McCann-Erickson; Carter
Products through C. L. Miller Co.;
Pharmacraft Co. through J. Walter Thomp-
son; Colgate-Palmolive through Shaw Adv.;
Pharmaceuticals Inc. through Parkson Adv.
What is particularly heartening, accord-
ing to Mr. Roberts, is that many of the ad-
vertisers never before had used Mutual and
others had been sponsors who had not
utilized the network in five years or more.
Present advertisers who had not used Mu-
tual at all in the past include Heinz, Chrys-
ler, Quaker State Oil, Reader's Digest
Assn.. Florists Telegraph Delivery Assn.,
Liggett & Myers and Colgate-Palmolive.
Sponsors who signed for a return to Mutual
after an absence of five years or more in-
clude Lever Bros., General Foods, Sterling
Drugs, American Home Products and Phar-
maceuticals Inc. (see separate box, this
page) .
Under Mutual's "swap" sales approach
with stations, the network keeps revenue
from the sale of 110 five-minute newscasts
weekly plus adjacencies, five 25-minute
mystery and adventure series weekly, three
and one-half hours of its option time de-
voted largely to religious broadcasts and
one-half of the sale of special shows, such
as sports and the new Kate Smith Show.
The stations keep revenue from the sale of
110 other five-minute newscasts and adja-
cencies, any of the recorded music programs
it may sell, five 25-minute mystery and ad-
venture series weekly and one-half of special
shows.
NBC RADIO
NBC Radio is far from cautious, pre-
dicting "great days ahead" for it and for
network radio generally. The excitement
at 30 Rockefeller Plaza has been generating
throughout the year, hastened by the ter-
minology of Matthew J. Culligan, NBC
vice president in charge of the network,
who already has bequeathed "imagery trans-
fer" and "hot line" to the industry.
Last week, for instance, NBC laid claim
that advance billing for March 1958 was
already "in excess" of $14.8 million gross;
its billing last March — at the time — was
$14 million.
Business on NBC this past year was brisk
and bullish, with considerable increases be-
ing registered toward the end of the year.
Top spender this year was Brown & Wil-
liamson Tobacco Co., for Viceroy and
Kool cigarettes (Ted Bates & Co.), which
spent $3.5 million gross on hourly news-
casts. Runner-up was Bristol-Myers Co.,
for Bufferin (Young & Rubicam), which
placed Bufferin alongside Viceroys on the
newscasts to the tune of $1.7 million gross.
Other spenders, their agencies and sched-
ules: American Motors Corp., for Rambler,
through Geyer Adv., $1.1 million gross on
Monitor; Gillette Safety Razor Co., through
Maxon Inc., $905,000 gross for Friday
night's Cavalcade of Sports; General Mills
(Wheaties, Cheerios, Betty Crocker),
through Dancer-Fitzgerald-Sample and
Needham, Louis & Brorby, $729,000 day-
time participations; Pabst Brewing (Blue
Ribbon beer), through Norman, Craig &
Kummel, $535,000 on Monitor, R. J. Rey-
nolds Tobacco (Prince Albert, Camels),
through William Esty, $676,000 on News of
Broadcasting
the World and Grand Ole Opry, and Allis-
Chalmers, through Bert S. Gittins Adv.,
$360,000 on The Farm & Home Hour.
This fall, Procter & Gamble made its re-
turn to network radio and NBC with a po-
tential $1 million gross billing, daytime (40
announcements a week), through Compton
Adv. Ex-Lax Co. (Warwick & Legler)
stepped up its campaigns with approximately
$900,000 gross in daytime spots. Readers
Digest Assn. (J. Walter Thompson) began
picking up the hourly newscasts and may
spend $1.1 million gross; Plough Inc., for
cold remedies, has allocated $1 million gross
to a cold-season push, and Bristol-Myers'
Trushay hand lotion has come in with $700,-
000 gross billing.
Mr. Culligan, a product of television, has
stated he "Did not," paraphrasing Sir Win-
ston Churchill, "take over NBC Radio to
preside over its liquidation." In sponsored
hours alone (based on figures taken during
the first week of each month), NBC this year
shot from 14 hours and 55 minutes (Jan-
uary) to 46 hours and 37 minutes (Novem-
ber). A comparable growth record for 1956
was 20:24 to 24:50. Basing its report on
PIB figures, NBC now claims a distinct lead
over its rivals by saying its schedule accounts
for 37% of all network sponsored time,
while CBS has 35% and ABN and MBS
share the remaining 28%.
The affiliates, too, have prospered, ac-
cording to Mr. Culligan. Any of the 188
NBC affiliates who cleared over 90% of the
network's programming were assured this
past year of a 300% increase in station pay-
SPECIAL REPORT — SUBLIMINAL PERCEPTION
SP and PS — subliminal perception (tv)
and phantom spots (radio) — tightened their
grip on the communications industries last
week, but signs of sanity became apparent.
The new versions of the psychologists'
art — invisible or barely audible messages —
drew new recognition and deeper scrutiny
at the FCC, while organized broadcasters
continued their experiments.
Here are the significant developments:
• Network spokesmen, meeting secretly
with NARTB, said they will have no part
of subliminal devices at this stage of the art.
• NARTB wants to do some studying in
the near future.
• A demonstration designed to dispel
panic and show how SP works was staged
Tuesday before the New Orleans chapter
of American Marketing Assn.
• A device to detect invisible subliminal
messages was revealed at New Orleans : four
fingers and a thumb.
• FCC formally announced in its best
gobbledygook manner: "The posture of the
problem is such that the public interest is
ment. As NBC gained 40% in net sales over
the past 1 1 months, Mr. Culligan said, af-
filiates could "be sure to gain from our
having sold more time and at higher prices."
Resurgence at NBC, noted Mr. Culligan,
was due to "a carefully planned and ex-
ecuted survival plan" that encompassed pro-
gramming changes, emphasis on news and
radical new approaches in salesmanship
and merchandising. Among the changes:
NBC's New Approaches
• Shifting the long-time One Man's Fam-
ily from nighttime to daytime, garnering
greater audience response but also "rein-
stating the flow of audience" from the high-
rated News of the World to the network's
post 8 p.m. programming; the substitution of
Life and the World and the subsequent sign-
ing of Time Inc., and later Chrysler Corp.,
in place of One Man's Family's participating
advertisers.
• Inaugurating a "hard-headed" news
policy that saw the installation of the "hot
line" program and an eventual $5.6 million
gross billing for News on the Hour and an
additional $2.7 million gross on other news
programs.
• Placing My True Story in the morning
and signing Macfadden Publications to a
$4.7 million gross contract.
• Extending Monitor to Friday nights,
adding new advertisers, guaranteeing Gil-
lette a more substantial lead-in audience to
its Friday night fights; launching Nightline
(a weeknight potpourri of miscellany) and
Stardust (a plan whereby advertisers wanting
not in immediate danger of being adversely
affected."
• Sen. Charles E. Potter (R-Mich.)
claimed FCC can legally control SP.
• WCCO Minneapolis, researching the
field of phantom spots by radio, came up
with a road map for a series of experiments.
The New York meeting of NARTB and
the networks was, almost but not quite, held
subliminally at the Waldorf-Astoria. Those
attending were unhappy their huddle had
been discovered and refused to talk.
Attending for NARTB were President
Harold E. Fellows; Thad H. Brown Jr., tv
vice president, and Richard M. Allerton,
research manager.
• It was learned that NBC President Rob-
ert Sarnoff has issued a directive stating
that NBC will not accept for either radio
or tv, on the networks or on owned-stations,
any material prepared for subliminal per-
ception. This directive also included NBC's
subsidiaries, such as California National
Productions. Mr. Sarnoff noted that this de-
cision was in accord with NARTB's policy.
He stressed also that NBC deems such
to return to radio could be encouraged by
"name-glamor appeal"). With Stardust came
Ed {Duffy's Tavern) Gardner, Fibber Mc-
Gee and Molly, Bob and Ray and, from
television, George Gobel and Jerry Lewis.
• Under the working title of "Dispersion
Plan," NBC went all-out to persuade new ad-
vertisers to come to radio via segmented
participations; worked to insure renewals,
and stressed the benefit to national advertis-
ers of persuading dealers and distributors to
join in radio sponsorship via local adjacen-
cies.
NBC used its personalities to sell advertis-
ers on radio, sent talent to sales meetings,
and had them address distributors via closed
circuit hook-ups. Among advertisers per-
suaded to "take the plunge": Schumacher
fabrics, Silversmiths Guild, Karagushian car-
pets and Ruberoid Co. (Fuller & Smith &
Ross, agency for the last three accounts
named, did not "spend a nickel" on NBC
Radio in 1956, but accounted for an ex-
cess of $1.5 million gross billing this past
year).
NBC "sold" its affiliates on using tran-
sistor radios to demonstrate the immediacy
and flexibility of radio. Through such sales-
manship, Monitor, for example, this past
June attracted 21 new advertisers and scored
an increase of $4 million in billing during
its second year on the air. Such salesman-
ship, too, wooed and won Procter & Gamble
— -"one of the most deliberate advertisers in
America," according to Joe Culligan — to re-
turn to network radio via a heavy, 52-week
schedule.
material "improper'- and that the network's
position had been taken in light of the lack
of knowledge and implications of the tech-
nique employing such material.
Similarly, CBS-TV President Merle S.
Jones has directed a hands-off policy. His
statement to network personnel:
"The legal, social and ethical implications
raised by subliminal perception, as we un-
derstand it, are sufficient to preclude it
from use in any form on the CBS Televi-
sion Network and our company-owned sta-
tions. Furthermore, it has been and will
continue to be our policy that all advertis-
ing messages transmitted over our facilities
are clearly identified as such to the viewers."
A network engineering executive ex-
pressed doubt whether it would be "elec-
tronically possible" to place such a "mes-
sage" on the full tv screen.
At the NARTB-network meeting, called
at the suggestion of the trade association,
the vagueness about the technique was
stressed. The consensus was (1) broadcast-
ers should not accept such advertising, and
(2) there must be further careful research
to find out what the technique "really is"
and what it "could mean."
At the session, NARTB officials went
over ground covered by its Code Review
Board at Beverly Hills, Calif., a few weeks
ago [Trade Assns., Nov. 18]. Import of
that meeting was to warn against the use
of subliminal perception on tv, urging im-
SP, PS CONTINUE TO HOLD STAGE:
NARTB, NETWORKS MEET SECRETLY
• New Orleans firm demonstrates technique to AMA
• Potter calls on FCC, which sees no clanger, to act
Broadcasting
December 2, 1957 • Page 31
SPECIAL REPORT continued
mediate review and consideration of any
such proposals but no telecasting of the
technique until this research is conducted.
The FCC announcement, issued Wednes-
day, noted that psychological experiments
are underway and added that it had learned
Nov. 21 about experiments at one tv sta-
tion, WTWO (TV) Bangor, Me. [Stations,
Nov. 25]. "This information was to the ef-
fect that only station promotional announce-
ments were used with negative results," the
Commission said.
The Commission took notice of the
NARTB Tv Code Review Board's recom-
mendation to code subscribers. Major net-
works, the FCC added, were asked about
SP and said they had not used the technique.
Then it added this observation, "Ample
proof has been given of the recognition by
television licensees of their responsibilities
and obligations to operate their stations in
the public interest. In light of these consider-
ations, the Commission proposes to con-
tinue its study of subliminal perception as
expeditiously as possible. Upon completion
of this study, it will take such action as
may be warranted under the circumstances."
Sen. Potter said Tuesday he was asking
the FCC to stage a demonstration and added
the Commission had indicated it was will-
ing to conduct a test. "It may resolve some
of the questions raised by a revolutionary
and frightening new development in the
communications field," he predicted. As
ranking Republican member of the Senate
Interstate Commerce Communications Sub-
committee, he sent a query to the FCC
Oct. 24. Since that time, a score of Con-
gressmen have raised questions on the proc-
ess and methods of control under present
laws.
He said he was disturbed by claims of
psychiatrists that people can be influenced
by SP messages. "If SP is highly persuasive,
the viewer may find himself making a pur-
chase without even knowing why," he said.
"This raises serious ethical questions. The
possibilities are certainly unfair to a viewer
who isn't even given a chance to exercise
sales resistance. It's reassuring to know that
FCC considers its powers adequate under
the Act to control it."
FCC Chairman John C. Doerfer, replying
to Sen. Potter, outlined possible Commis-
sion procedure and said that if signs of
fraudulent or deceptive advertising were
found, for example, a question would be
raised as to the broadcaster's continuing
ability to serve the public interest.
At New Orleans, H. Brown Moore, presi-
dent of Precon Process & Equipment Co.,
told the AMA chapter that "a certain
amount of panic seems apparent." He cited
"many emotional outbursts in the press and
from well-meaning but poorly informed in-
dividuals" and added: "Subliminal percep-
tion has been made a boogey-man. The tech-
nique has even been branded brain-washing
by some. Any qualified psychologist will tell
you that brain-washing is a long and difficult
task and can be accomplished only with a
truly captive audience."
Precon showed the marketing group a
box about lVix2x2 feet that showed a
swimming pool scene — in color and with a
Page 32 • December 2, 1957
girl. Nobody appeared to detect the sub-
liminal message, "Drive Safely," until the
light source level had been raised.
However, it was explained by Mr. Moore
and Prof. H. C. Becker, co-developer of
Precon and professor of experimental neu-
rology at Tulane U., that everyone has a
built-in detector of subliminal messages —
four fingers and a thumb. A viewer can
bring the subliminal message of a Precon
device to "a visible level of awareness"
simply by moving his hand up and down
before his eyes while peering through his
extended fingers.
Mr. Moore said the pre-conscious mind
of an observer actively monitors and evalu-
ates the subliminal material, and responds
to this material in terms of ordinary likes
and dislikes, even though he is not con-
sciously able to report "seeing" the material.
"We are well aware of the social implica-
tions of Precon's use and the need for its
use by responsible parties," Mr. Moore con-
tinued. "However, its potential use in edu-
cation, therapy and ethical forms of adver-
tising stamps it as one of the most important
communication developments of the cen-
tury."
"Rigorous, controlled experimentation
with groups of individuals demonstrated
TOO CLOSE
Certain resemblances between NBC-
TV's Suspicion fictional story of last
Monday night and the real life trial of
John Joseph Frank in Washington
prompted the presiding judge to ex-
cuse one juror who admitted viewing
parts of the show. Mr. Frank is
charged with being an agent for Gen-
eralissimo Rafael Trujillo and the
Dominican Republic without register-
ing with the Justice Department. The
tv story was about a fictional pilot
hired for a secret mission by a make-
believe Latin American country. After
conferences with Mr. Frank's attorney
Tuesday morning, the jury was polled
and the Suspicion fan-juror excused.
that people do retain, or learn, subliminally
presented information," Prof. Becker said.
"Our experiments have further demonstrated
that the appeal of certain motion pictures
can be enhanced by the simultaneous pres-
entation of pleasing subliminal material."
He said the Precon process provides an
efficient way to establish a positive accept-
ance of an advertiser's appeal and that it
offers a non-irritating way of imprinting a
brand name or sales message on the pre-
conscious mind. "Much like regular adver-
tising," he said, "subliminal messages must
be presented in appealing and entertaining
vehicles, or they lose their positive effective-
ness. This, in effect, is another built-in safe-
guard for those who are still concerned about
possible misuse of subliminal perception.
"We have had a number of specific in-
quiries from legitimate advertisers, both
here and outside the U. S. It is our belief
that the Precon process is uniquely suited
to the complex problems of today's adver-
tising. Furthermore, we are currently design-
ing collaborative studies with neuro-physio-
logical groups and practicing psychiatrists
interested in therapeutic applications. Do
we sound like a group of irresponsible
quacks? I hope not."
He said Precon is in touch with a west
coast film producer to produce a science-
fiction movie called "ESP" (extra-sensory
perception) which will utilize Precon to en-
hance the dramatic value and sensory impact
throughout the picture. It was understood
Precon is negotiating with the Rush Weston
film interests. The Precon spokesmen men-
tioned work being done by Dr. Robert
Corrigan of Douglas Aircraft Co.
Larry Haeg, WCCO general manager,
reported the station's development team had
settled on seven points in developing radio
phantom spots. The team includes Dr. E.
W. Zierbarth, U. of Minnesota, WCCO staff
coordinator, plus consulting psychologists.
Their findings are subject to final laboratory
measurements.
Phantom spots are short announcements
slipped in over music or into continuity
pauses, reportedly hitting the listener at the
bottom of the response scale.
"We are developing one of the most ex-
citing uses of radio, but we are not getting
as excited publicly as our researchers seem
to indicate we could be," Mr. Haeg said.
"Right now our major job is to establish
the best devices for making the measure-
ments we want to make to pin this down
in solid research findings."
The WCCO researchers have agreed on
seven "Judgments." They are ratio of voice
level of phantom spots to the primary signal;
most effective voice rhythms for PS; place-
ment of PS within program content, both
verbal and musical; frequency of repetition
within each major segment of the broadcast
day; variety of PS messages that are most
effective within a day and a week; most
effective syllable count for the PS phrase,
and least effective placement and irritating
placement of the PS.
Mr. Haeg commented there are places
where PS does not do a job. These were
found the first week, he added. "We have
spotted the most effective places and now
we are measuring the grayer areas between
those extremes," he said.
WCCO's phantom spots are not for sale,
Mr. Haeg reiterated, and are used solely
for public service and program promotion.
He said they deal with different principles
than true SP.
"A subliminal message enters the re-
ceiver below the level of perception," he
said. "A phantom spot is consciously per-
ceived, though fleetingly, and the listener
can accept or reject it on the same basis
that he accepts or rejects any other audible
stimulus. As far as I know, this is the only
radio station doing serious work with true
phantom spots." He said PS differs from
"quickie spots" which are short messages
calling attention to themselves, standing "on
their own." PS, he explained, "depends on
the fuller content of previous messages for
its effectiveness and dips into the subcon-
sciousness of listeners to bring those mes-
sages into their consciousness again."
Broadcasting
HROH is WfoSF
S^^n^f^uz^ccs castes aA£> so£cL o-fit, /(ROM-TV
FIRST IN S. F.
Sign-on to sign -off share
K RON -TV 42.6
Sta. B 36.2
Sta. C 21.2
ARB. Oct.
S. F. CHRONICLE • NBC AFFILIATE . CHANNEL 4 • PETERS, GRI FFI N , WOODWARD
Broadcasting
December 2, 1957 • Page 33
SOUTH FLORIDA'S $2,000,000,000
\
TEN'S ON TOP- Right! On top of 1,453,800 people,
representing 581,520 families.
TEN'S ON TOP- Right! On top of 32,428 retail stores,
employing 72,269 workers with a payroll of $165,482,000.
TEN'S ON TOP— Right! On top of more than
1800 manufacturing plants turning out products
from milady's chemise to monsieur's carport
TEN'S ON TOP — Right! On top of more than
31/ 2 million tourists who visit South Florida
and Miami every year. So . . .
when you show it to Miami, you show it to the World!
PUBLIC SERVICE TELEVISION, MIAMI, FLA. REPRESENTED NATIONALLY BY H-R TELEVISION, I NC
ADVERTISERS S AGENCIES
TWO JOIN RANKS AGAINST AD TAX
• WJZ-TV, WCAO institute court actions in Baltimore
• Both charge discrimination, cite interstate nature
Two more Baltimore stations — WJZ-TV
and WCAO — have formally joined in the
court fight to stop the city's brand-new taxes
cn advertising media. The WJZ-TV suit was
filed Tuesday, and WCAO instituted its ac-
tion Wednesday.
Initial countermoves came last Monday
[At Deadline, Nov. 25] when the Sun-
papers with its WMAR-TV and the News-
Post and Sunday American (Hearst) with
its WBAL-AM-TV filed their suits and
simultaneously petitioned the courts for an
injunction to stay the Jan. 1 effective date
of the taxes. Judge Edwin Harlan immediate-
ly signed an order directing Mayor Thomas
D'Alesandro and city officials to show cause
on or before Dec. 17 why such an injunc-
tion should not be granted.
The suits contend that the taxes are dis-
criminatory, an interference with freedom
of the press and speech and are in violation
of the 14th Amendment to the Federal Con-
stitution as well as the 40th Article of the
Declaration of Rights of the Constitution
of Maryland.
Larry H. Israel, general manager of West-
inghouse Broadcasting Co.'s WJZ-TV, an-
nounced his station's action. In its bill of
complaint, WJZ-TV said its signal is beamed
at, and in fact received, by persons residing
in six states as well as the District of Colum-
bia and that such a tv signal has been de-
clared interstate in nature by the Congress
of the United States. WJZ-TV also held that
the rates for sale of time on the station are
determined in part by the interstate area to
which it telecasts a signal.
Similarly, Plough Broadcasting Co.'s
WCAO cited its interstate commerce status
as it instituted suit.
Harold C. Burke, vice president and gen-
eral manager of WCAO, expressed the hope
that the cases against the tax ordinances
would be brought to an early hearing. "In
the event of an adverse decision by the
trial court, we intend to take an appeal to
the Court of Appeals of Maryland and to
the Supreme Court of the United States, if
necessary," he declared.
Mr. Burke said that although WCAO
doesn't know what method will be worked
out to handle the 4% sales tax on advertis-
ing, the station nonetheless, will put all such
tax money into a separate account. In that
way, he said, if the ordinances are declared
to be illegal, the money can be more readily
refunded.
The twin ordinance to the 4% sales tax
is a 2% levy on the gross revenue of Balti-
more advertising media.
The City Council last week made another
quick move to close one loophole that could
have lessened its yield from the 4% sales
tax. A new ordinance was passed specifying
that all time and space contracted between
now and the first of the year, but which
would be used in 1958, will come under the
new city law. This prevents tax-free pur-
chases of time and space now for use after
Jan. 1.
In New York last Wednesday, Kevin B.
Sweeney, president of the Radio Advertising
Bureau, clarified his organization's official
stand on the Baltimore matter with this
statement:
"We see no further point in attempting
to persuade the mayor or the council that
they erred. The media must now take their
arguments to the judiciary and the public.
We have offered our services and counsel
to member stations when they start to
persuade the public that this action should
be reversed."
Ruppert Reconsiders,
Returns to Compton
Jacob Ruppert Brewery, New York, a
$1.5 million advertiser in televised baseball,
last week completed a triple play it had
begun in the winter of 1955-56: It an-
nounced that, effective Feb. 1, the account
will be serviced by Compton Adv. Ruppert
thus leaves Warwick & Legler, New York,
after two years [At Deadline, Nov. 25].
Compton originally had been appointed as
Ruppert's agency following the Schlitz im-
broglio at the now-defunct Biow Co. in
January 1956, but at the last minute, the
brewery changed its mind and appointed
W & L instead.
The brewery (Knickerbocker, Ruppiner
NEW SUBJECTS
The best work being done on Tin
Pan Alley today is going into the
musical commercials of tv and radio,
according to Leo Damiani, conductor
of the Burbank (Calif.) Symphony
Orchestra.
"Most people can't sing the top
three numbers on the Hit Parade,"
maestro Damiani declared, "but you
can stop almost anyone on the street
and he'll be able to sing five or six
commercials. They are the most re-
peated, best arranged and often, the
best conceived form of American
music."
Here's the Damiani list of today's
tops in spots, musically speaking:
Gillette March — a fine number for
any band, worthy of Sousa.
Newport Cigarette *Song — chosen
for its dramatic material and scoring.
Scott Tissue Song — symphonic in
treatment and with a Debussy flavor.
Hamm's Beer Song — programmati-
cally terrific.
Eastside Beer Song — has enthusi-
asm, could be a pop tune.
Marlboro Cigarette Jingle — very
repeatable.
beers), which this year expects to hit $33
million in sales, spends roughly half its total
advertising budget in television and uses
some spot radio in the New York-New
England market area. Before picking up the
New York Giants on WPIX (TV) New
York in 1955, Ruppert sponsored the
WRCA-TV New York local portion of
NBC-TV's Tonight, then with Steve Allen.
With the Giants permanently ensconced in
San Francisco, Ruppert — deprived of home
games to sponsor — may look to other forms
of television sponsorship.
The account, billing more than $3 mil-
lion, represents the second major loss at
Warwick & Legler this year. In April, W & L
lost the $5 million Schick Inc. shaver ac-
count, later offset by the acquisition of
$5 million worth of new Revlon business.
W & L also gained $1 million in non-broad-
cast billing from the House of Seagram.
Ruppert first went to Biow in 1948 after
a stay at Lennen & Newell. It left Biow
not quite eight years later when Biow Ex-
ecutive Vice President John Toigo brought
in Jos. Schlitz Brewing Co. (from L&N) —
billing roughly $12 million. But when Ad-
man Milton Biow and Mr. Toigo had a
falling-out a few days after the arrival of
Schlitz, the Milwaukee beer account was
promptly resigned and Mr. Biow attempted
to win Ruppert back. The account, however,
had appointed Compton, then changed its
mind overnight and settled with W & L.
Schlitz, meanwhile, was picked up by J.
Walter Thompson Co.; Mr. Toigo left Biow-
Beirn-Toigo and joined Schlitz. B-B-T
closed its doors six months later.
Advertiser agency observers had felt a
corporate change to be brewing over the
past two months at Ruppert, ever since
negotiations with Anheuser-Busch, St.
Louis, fell through, and with them, plans to
sell the New York brewery to the St. Louis
firm. At that time, Murray Vernon, son-in-
law of onetime President George Ruppert
(and head of an Elizabeth, N. L, paper man-
ufacturing company), activated his status as
chairman and principal stockholder of
Ruppert by purchasing a majority interest
in the brewery.
Ruppert has been feeling the pinch of
competition in the East from rivals Piel
Bros., Liebmann Breweries (Rheingold), P.
Ballantine & Sons and Schaefer. All four
have large agencies handling their accounts:
Young & Rubicam for Piel; Foote, Cone &
Belding for Rheingold; William Esty for
Ballantine, and BBDO for Schaefer.
Borden Names Five to Top Posts
Election of Roy D. Wooster as executive
vice president of the Borden Co., New York,
was announced last week by the company.
Newly-elected vice presidents of the com-
pany are Francis R. Elliott, former presi-
dent of Borden's Farm Products of New
York, who succeeds Mr. Wooster in charge
of fluid milk and ice cream operations;
Dr. Raymond J. Kunz, president of the
company's Special Products Division;
Everett L. Noetzel, treasurer since 1932,
and Leo W. Bayles, since 1953 president
of the Drake Bakeries subsidiary.
Broadcasting
December 2, 1957 • Page 35
ADVERTISERS & AGENCIES continued
SALES CLUB THEME:
USE TV ANNOUNCER
• Value not limited to ads
• Gas success story cited
Effectiveness of the television announcer
as a company salesman, plus the impact of
the medium through which he sells, were
outlined Tuesday before the Sales Execu-
tives Club of New York.
How an advertiser can and should capi-
talize on its tv announcer by using the per-
sonality's "box office appeal" in other media,
sales training and company public relations
were detailed by George F. Foley, manage-
ment consultant, and a case history of such
use was related by Thomas H. Lane, senior
vice president of Lennen & Newell, New
York. Mr. Lane told of the success in tv of
the American Gas Assn. using Julia Meade
in its commercials and carrying the theme
and personality into other fields of advertis-
ing and promotion.
Mr. Foley observed that, in addition to
presenting the company's sales message to
an audience totaling many millions of home
viewers, the tv announcer "also becomes the
personification of the corporate personality.
This presents industry with an unusual op-
portunity for personal contact with the
public, which is only beginning to be ex-
plored."
Announcers "are among the best known
personalities on the screen," he explained,
with the personality adding "believeability
to the sales message." Mr. Foley said in-
dustry "spends more money building the
box office value of its commercial stars than
Hollywood spends on its motion picture
names. Yet, industry has not yet learned to
cash in on the box office values it has
created in its tv announcer-salesman. This
box office value can be translated into other
values for the sponsor by merchandising
him, or her, into sales promotions, em-
ploye relations and public relations."
While the tv announcer today is among
the highest paid performers in the industry,
only a few companies have signed the top
performers to long term contracts, Mr.
Foley said. "As the corporation uses the
tv performer more and more, he will cease
to be treated as talent and more as an
executive. The time is coming when the
personality will become a part of the cor-
porate executive staff and given the same
position and incentive treatment as top
management executives."
Mr. Lane reported that the American
Gas Assn., a trade group of more than
400 utilities and associated companies, was
faced with problems similar to those of a
package goods manufacturer and hence
L & N's approach for the account "is the
same as for our soap and cigarette clients."
AGA, like other businesses, was faced with
a shrinking "share" of market and higher
costs despite continued growth of total
business, he explained.
AGA found total gas sales rising each
year, but for 10 years the total gas share
of key appliances declined steadily, Mr.
Lane said. In cooking, gas outsold electric
ranges about three-to-one a decade ago,
but this has narrowed to almost a stand-
off. Also, he said, "in every year of the
The Next 10 Days
Of Network Color Shows
(All Times EST)
CBS-TV
Dec. 10 (9:30-10 p.m.) Red Skelton
Show, S. C. Johnson & Son through
Foote, Cone & Belding and Pet Milk
through Gardner Adv.
NBC-TV
Dec. 2-6, 9-11 (1:30-2:30 p.m.)
Howard Miller Show, participating
sponsors.
Dec. 2-6, 9-11 (3-4 p.m.) Matinee
Theatre, participating sponsors.
Dec. 2, 9 (7:30-8 p.m.) The Price Is
Right, RCA Victor through Kenyon
& Eckhardt and Speidel through
Norman, Craig & Kummel.
Dec. 3 (8-9 p.m.) George Gobel— Ed-
die Fisher Show, RCA-Whirlpool
through Kenyon & Eckhardt and Lig-
gett & Myers through McCann-Erick-
son.
Dec. 4, 11 (9-10 p.m.) Kraft Tele-
vision Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
Dec. 5 (7:30-8 p.m.) Tic Tac Dough,
RCA Victor through Kenyon & Eck-
hardt and Warner-Lambert through
Lennen & Newell.
Dec. 5 (10-10:30 p.m.) Lux Show,
starring Rosemary Clooney, Lever
Bros, through J. Walter Thompson
Co.
Dec. 7 (8-9 p.m.) Perry Como Show,
participating sponsors.
Dec. 7 (10:30-11 p.m.) Your Hit
Parade, Toni through North and
American Tobacco Co. through
BBDO.
Dec. 8 (2-4 p.m.) NBC Opera, sus-
taining.
Dec. 8 (6:30-7 p.m.) My Friend
Flicka, sustaining.
Dec. 8 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Dec. 8 (9-10 p.m.) Dinah Shore
Chevy Show, Chevrolet through
Campbell-Ewald.
Dec. 10 (8-9 p.m.) Eddie Fisher-
George Gobel Show, RCA-Whirlpool
through Kenyon & Eckhardt and Lig-
gett & Myers through McCann-Erick-
son.
Page 36 • December 2, 1957
decade mentioned, advertising support of
major electric appliances was far greater
than that for gas, in some of these years
by as much as 10 times."
L & N chose tv to solve the problem,
Mr. Lane related, "because it was felt that
the competition had made their greatest
gains in television. Conversely, the gas
industry's voice in national television was
non-existent."
Last January, AGA started on CBS-TV's
Playhouse 90, he said, and today "although
still out-spent by a considerable margin,
they have succeeded in a most startling re-
versal of the 10-years sales trend. For the
first time in 10 years, the key gas appliances
are obtaining a greater share of the market."
Mr. Lane also reported, that on the basis
of studies, consumer attitudes "have been
arrested and made more favorable toward
gas development in the future." He said
the tv program "has given a tremendous lift
to the entire industry in many other ways
— ranging from a whole new spirit in sales
and employe activities to a more favorable
attitude on the part of the public utility
security analysts."
Mr. Lane showed how the sales message
and tv theme, using Miss Meade, were
carried through into other forms of ad-
vertising where possible. The Julia Meade
theme appears in current magazine adver-
tisements, newspaper campaigns, billboards,
in-store display, window streamers, table
tents, postage meter slugs and envelope
stuffers. Miss Meade travels constantly for
the gas industry, he said, appearing at con-
ventions, talking to industry groups "and
generally selling the story of gas at the local
level." Many of the utilities use the tv com-
mercial in their sales training and at em-
ploye and dealer meetings, he said (see pic-
ture).
The result, he concluded, has been that
the industry overwhelmingly voted to con-
tinue the advertising program for a second
year — by a vote of 98.5%.
L & N last week distributed a mailing kit
to the 140 CBS-TV stations carrying Play-
house 90 which contains a newspaper ad to
call attention to the Bing Crosby commer-
cial for AGA on the programs of Dec. 5,
12 and 19th. AGA members also will use
the Crosby commercial on their local pro-
grams. While newspaper ads promoting tv
programs are common these days, AGA
believes this is possibly the first to advertise
the commercial.
$2.1 Million Coty Account
Switches From HKS&J to BBDO
Last week, "That Coty Girl" — represent-
ing a potential $2.1 million in broadcast
billing — announced that effective Jan. 1 she
would be "going places" with BBDO upon
termination of services by Heineman, Klein-
feld, Shaw & Joseph, Coty Inc.'s present
agency. The account first went with HKS&J
(formerly Franklin Bruck Adv.) in 1950.
Coty Advertising Director William Siegal
said Tuesday the move was not prompted
out of dissatisfaction with HKS&J but by
Coty's needs for "a larger agency." The 57-
year-old perfume-cosmetics house recently
began testing tv program sponsorship in
Broadcasting
THE gentleman is obviously sincere . . . but he's NOTHING like Prudential's protection plan, but
out of his element on the speaker's platform. juxtaposition of sign and speaker is unfortunate.
PRUDENTIAL SELLS WITH A SMILE
Insurance companies sell a
service, not a tangible product.
This can make it a problem
when it comes to tv commer-
cials. Reach, McClinton & Co.,
for The Prudential Insurance
Co. of America Inc., sponsor of
the Twentieth Century series on
CBS-TV, has come up with a
wrinkle: in three new commer-
cials produced for the network
show. Prudential is selling with
a smile. Featuring actor Tony
Randall, the first of the new
series (above) was aired yester-
day.
As expressed by Warner
Michel, agency vice president in
charge of radio-tv, the concep-
tion of comedy for mood or in-
stitutional tv advertising for an
intangible product is a rare de-
parture (except for animation).
He notes comedy is used in far-
cical, but entirely believable sit-
uation. "For example, the Tony
Randall commercial depicts him
as a bungling speaker at a sales
meeting, likes of whom we have
seen many times; Eddie Maye-
hoff in the commercial featuring
him is the typical neighbor so
preoccupied with himself he
doesn't notice how 'disaster' is
creeping up on him, and the
Ethel and Albert commercial —
well, they are Ethel and Albert,
having fun with guessing games."
Mr. Michel explains the com-
mercials were shot in single takes
rather than scene by scene in
order to heighten believability —
"thus getting the advantage of
the flow of comedy and the ap-
pearance of a completely na-
tural performance." He adds
that the final films "indicate that
once a relaxed mood has been
achieved, the sales message can
be driven home with a much
greater impact."
Tony Randall is seen as a
speaker at a rostrum, replete
with placards. He stumbles over
words and phrases, laughs at his
own weak jokes, drops placards
but gets over the message — "be
sure to see your Prudential
agent." (In a unusual approach,
Mr. Randall speaks of the need
for insurance since the viewer
might fall from a roof, catch a
virus, get hit by a train or a
bus "or all of them.") Eddie
Mayehoff is seen relaxing in his
backyard hammock. He has just
taken out an insurance policy —
even though "nothing could go
wrong." The commercial con-
cludes after the hammock's sup-
porting rope separates and Mr.
Mayehoff drops from the pic-
ture.
The third commercial features
Ethel and Albert as a guessing
game — "you'll never guess who
I bumped into" — of course, the
Prudential agent.
Both the Tony Randall and
the Ethel & Albert commercials
were produced by R-M-C Pro-
ductions Inc., the agency's sub-
sidiary in New York. It took
four hours of shooting for the
'WELL, just be sure to see your
Prudential agent.'
Randall commercial, six hours
for E&A. The Eddie Mayehoff
commercial was shot in eight
hours by Robert Lawrence Pro-
ductions in Hollywood. The
Tony Randall commercial will
be followed by Mayehoff on
Dec. 8 and Ethel & Albert on
Jan. 5.
The agency team responsible
for the commercials: Ted Okon,
producer; Mr. Michel, and Her-
man Raucher, copywriter at
Reach, McClinton.
Memphis and Columbus prior to seeing
whether it will make use of network tele-
vision next season. These and other Coty
broadcast plans and strategy were detailed
earlier [Advertisers & Agencies, Nov. 4].
BBDO recently picked up Air France and is
intent on "making up" the loss of Revlon
Inc. by acquiring a host of smaller accounts.
'Sports Illustrated' Sets Series
For Tv With Chicago Chamber
The newest Time-Life-Fortune publica-
tion, Sports Illustrated, is embarking on a
gambit that may become the pattern
for a series of tv spectaculars in major
U. S. cities, judging by an announcement
last week.
The magazine will co-produce with the
Chicago Chamber of Commerce a series
of six monthly hour-long Sports Illustrated
Spectacular tv programs on WBKB (TV)
that city starting Dec. 14. The Chicago
venture will be sponsored by the Polk Bros.
Furniture & Appliance Co. chain of stores.
The series, to debut Saturday (10-11 a.m.),
will feature leading American athletes with
instructive demonstrations and will seek to
promote physical fitness among youngsters.
The idea for the spectacular derived from a
recent speech by President Eisenhower on
physical fitness and was conceived by the
magazine in cooperation with local chambers
of commerce.
Chicago was selected as the "test city"
for the tv experiment and if it proves suc-
cessful, it will be extended to other key
cities, according to Sports Illustrated. The
initial series will be produced for WBKB
by Dan Schuffman, the station's program
manager, and directed by Herb Cunniff. Jack
Leonard of Sports Illustrated will serve as
advisor, along with Jay Van Dyk, Chicago
Chamber of Commerce. The Polk Agency is
incentive planner.
Avis Moves to McCann-Erickson
Avis Rent-a-Car System, New York, has
appointed McCann-Erickson, New York,
as its agency to handle the $1.5 million
advertising and promotion program, effec-
tive Feb. 1, it was announced last week by
Winston V. Morrow, executive vice presi-
dent of the car rental firm.
Mr. Morrow said the decision to move
the account from N. W. Ayer & Son re-
sulted after six months' examination of the
company's advertising and public relations
program. He said McCann-Erickson was
selected after presentations were made by
six other major advertising agencies. Effec-
tive immediately, Communications Coun-
selors Inc., affiliated with McCann-Erick-
son, is retained as public relations and
publicity counsel for the Avis System, Mr.
Morrow announced. Avis has more than
1,200 locations in 800 cities in the U. S.
and 5 1 other countries.
Slocum, Former Y&R Exec, Dies
Larimer B. Slocum, 59, retired vice presi-
dent and managing director, Young & Rub-
icam International, died Nov. 19 of a
heart attack at his Stamford, Conn., home.
He entered the agency business in 1921 at
N. W. Ayer & Son, Philadelphia, and re-
mained there until 1940 when he joined
Y&R as head of its Canadian subsidiary. Be-
fore retiring in June 1956, Mr. Slocum aided
in building up Y&R International. Survivors
include his wife, a son, a daughter and five
grandchildren.
Broadcasting
December 2, 1957 • Page 37
ADVERTISERS & AGENCIES continued
BUSINESS BRIEFLY
WHO'S BUYING WHAT, WHERE
CALORIC FREQUENCY • Saturday radio
and tv spot announcement program is
planned by W. B. Doner & Co., Chicago
agency, to introduce Diets of Rochester's
(Minn.) new Dream Diet frozen dinners in
select markets.
Broadcast media are expected to com-
mand 65-70% of budget for campaign, al-
ready underway in Minneapolis and St. Paul
on a test radio basis, according to agency
executives. Initial schedule includes about
60 singing singles per week on local radio
stations on a "til forbid" basis. Plans are to
launch spot tv in other test areas, plus radio
schedules in Rochester, Minn.
While markets have not been set, a radio-
tv announcement drive is anticipated for
Chicago next spring. Theme of the broad-
cast and newspaper campaigns is "If you
love to eat. . . But must lose weight . . . You
can eat all this and lose weight too."
52 FOR '58 • Stewart-Warner Corp. (Ale-
mite), Chicago, through MacFarland, Ave-
yard & Co., that city, has set 52-week sched-
ule of five-minute radio programs in approx-
imately 100 leading markets starting Jan.
6. Schedule includes, primarily, newscasts
with some sports and weather shows, de-
pending on local station availabilities, to be
aired Mon.-Fri. during early morning and
evening driving hours.
LOT TO LIKE • Philip Morris Ltd. (Marl-
boro), N. Y., is planning to supplement its
heavy network tv sports coverage with a
spot radio-tv campaign in several markets
sometime next January.
Campaign, still in planning stages, calls
for an examination of availabilities in 20-30
key cities for placement of news, sports
and weather programs or spot announce-
ments, with primary emphasis on radio, for
a year. Agency: Leo Burnett Co., Chicago.
In addition to spot buys, Marlboro also
broadcasting again in CBS-TV's Game of
the Week during '58 baseball season, main-
taining substantial sponsorship of network
tv sports coverage the year around.
NETWORK SWITCH • Mennen Co., Mor-
ristown, N. J., through McCann-Erickson,
N. Y., has signed to co-sponsor ABC-TV's
Colt .45 (Fri. 10-10:30 p.m.) starting Fri-
day. Effective Thursday, Mennen will dis-
continue sponsorship of same network's
O.S.S. (Thurs. 9:30-10 p.m.). Co-sponsor
of Colt .45 is Campbell Soup Co., through
BBDO.
TOY TIME • Knickerbocker Plastics Co.
(toys), North Hollywood, Calif., is making
two-month tv spot campaign backbone of
pre-Christmas promotion for new toy elec-
tric vibraphone (retailing for about $9.95)
and electronic bell organ ($12.95). Art
Baker and a child with the toy are featured
in two 60-second tv spots, broadcast mini-
mum of five times a week on 22 stations
from Atlanta, Ga., to Seattle, Wash. Cam-
paign, handled by Knickerbocker's new
agency, Hixson & Jorgensen, Los Angeles,
began Oct. 21, will run to Dec. 24.
Stations carrying campaign: WAGA (TV)
Atlanta; WNAC-TV Boston; WBBM-TV
Chicago; WKRC-TV Cincinnati; WEWS-
TV Cleveland; KFJZ-TV Ft. Worth-Dallas
KLZ-TV Denver; WXYZ-TV Detroit
KPRC-TV Houston; KHJ-TV, KNXT (TV)
KTTV (TV) Los Angeles; WISN-TV Mil-
waukee; WCCO-TV Minneapolis-St. Paul;
WOR-TV, WPIX-TV New York; WFIL-TV
Philadelphia; WIIC-TV Pittsburgh; KOIN-
TV Portland; KRON-TV San Francisco;
KING-TV Seattle, and KTVI-TV St. Louis.
RADIO-TV representatives took part Nov. 20 in D'Arcy Adv. Co.'s first "Media Day"
program designed to acquaint media people with integrated operations of agency's
various departments. Harry K. Renfro (1), manager of D'Arcy's radio-tv department,
addresses 12 representatives from nine major companies, including (1 to r): Front row
— Don Brady and Tom Dolan, D'Arcy radio-tv staff; Richard J. Quigley, Blair Tv
Inc.; Darwin Klinetob, assistant manager of D'Arcy's marketing department; second
row — Hugh Kerwin, Edward Petry & Co.; Jack Hetherington, Adam Young Inc.;
Bob Hetherington, Rollins Broadcasting Co.; Oliver Ward, John Blair & Co.; Ken
Atwood, the Branham Co.; Oliver Trittler, Blair Tv Inc.; Eugene Myers, CBS Radio
Sales, and Thomas Kniest, The Katz Agency; back row — Peggy Tandy and Don
Amos, D'Arcy radio-tv department; Alan Axtell, The Katz Agency; Carlos Reese,
John Blair & Co., and James Muse, The Katz Agency. Visitors heard talks from
D'Arcy department heads, saw a slide film and toured the agency's facilities in the
first of "Media Day" programs [Advertisers & Agencies, Nov. 18].
Page 38
December 2, 1957
Agency, Firm Drop Use
Of 'Rockefeller' in Jingle
Rockefeller is not a generic term de-
noting wealth, a New York coffee and res-
taurant chain has learned. At least the
name of John D. Rockefeller and his heirs
is not to be bandied about in tv com-
mercials. After a month-long legal skir-
mish between the Rockefellers and William
Black, President of Chock Full O'Nuts
Corp., New York, Mr. Black and his agen-
cy, Grey Adv., have agreed to change a tv
jingle Rockefeller attorneys claim represents
"unauthorized use" of the name.
The jingle was broadcast on a satura-
tion basis on WRCA-TV and WMCA both
New York, and got a "new look" early in
October. The original line went, ". . . You
can buy it at your neighborhood store,"
referring to the coffee. But when Grey Adv.
adopted a new tack — "The secret ingredi-
ent in this coffee is money," President Bill
Black himself suggested and wrote a sub-
stitution. It went, ". . . Better coffee Rocke-
feller's money can't buy."
Attorneys for the Rockefeller family,
Milbank, Tweed, Hope & Hadley, warned
Chock Full O'Nuts that if it did not im-
mediately "cease and desist," legal action
would be forthcoming. After some delibera-
tion by Mr. Black's corporate counsel, Gold-
berg & Lapan, it was decided to give way
since WRCA-TV is "in the embarrassing
position of being a Rockefeller tenant."
The NBC-TV flagship station makes its
offices and studios in Manhattan's Rocke-
feller Center.
The jingle will be changed. Meanwhile,
Mr. Black still had the last word. He claimed
the commercial hadn't hurt the Rockefeller
clan. "We only implied that the Rockefellers
have a lot of money which they certainly
cannot deny. . . . Why, the name has been
used in slogans, plays and even hit songs."
Isidore Lapan, Mr. Black's attorney added
that "Rockefeller" refers to John D. Sr., the
man who "amassed the fortune, and not the
present generation of Rockefellers."
Pulse Adds Fm Sets in Bay Area
Almost half (47.3%) of the 855,400
radio homes in the six-county San Francisco
Bay area have one or more fm receivers in
v/orking order and 16.3% have two more
fm sets, according to a survey made during
the week of Sept. 3-10 by The Pulse Inc.
During the survey week, Pulse interview-
ers found 48.6% of fm homes listened
during the week; 88.7% of fm listeners
are over 18; 50.2% listen because of the
"fine music," 25.8% because of superior
sound and 22.4% because of fewer com-
mercials; 17.3% listen before noon, 55.3%
between noon and 6 p.m., 38.1% between
6 and 9 p.m., and 23.9% between 9 p.m.
and midnight.
Riepenhoff Forms Own Agency
Lou Riepenhoff, formerly promotion-
publicity director of WISN-AM-TV Milwau-
kee and previously with WEMP that city,
announces the formation of Lou Riepenhoff
Agency, specializing in broadcasting, adver-
tising, sales promotion and public relations,
with offices at 259 E. Wells St., Milwaukee.
Broadcasting
BULLETIN FROM PHOENIX
America's Fabulous 42nd Market
Pioneer Ro*«
NBC
on Ch««n
e\ ^
of att booming
A.rixonc»
tew
oonounces
the oPpo'l°
tment
of
tative*
as
eXC\osWe
etfec\We
irnme
diate\Y
KTAR, 5000 watts on 620 kc, serves 199,450 radio homes
(NCS#2)— 16% more than KTAR's leading contender.
KTAR is also key station of the Arizona Broadcasting
System consisting of these stations: KVOA, Tuscon; KYUM,
Yuma; KYCA, Prescott; KGLU, Safford; KWJB, Globe-
Miami; KCLS, Flagstaff.
KVAR, Channel 12, beams NBC network and top local
programs to the fabulous Phoenix area . . . where Metro-
politan population alone has jumped 66% in the last
seven years. One of America's fastest growing markets,
Phoenix ranks first in the nation in growth of total
personal income — 171.4% greater than ten years ago.
and
RADIO • PHOENIX TELEVISION • PHOENIX
NOW REPRESENTED NATIONALLY BY
AVERY- KNODEL
NEW YORK
ATLANTA
DALLAS
INCORPORATED
DETROIT SAN FRANCISCO
LOS ANGELES
CHICAGO
SEATTLE
Broadcasting
December 2, 1957 • Page 39
ADVERTISERS & AGENCIES continued
Parker McComas Dies in N. Y.;
Philip Morris Head Since '49
Funeral services for O. Parker McComas,
62, president of Philip Morris Inc., New
York, were held last Wednesday in New
York. Mr. Mc-
Comas, who had
been president of
Philip Morris since
1949, died Monday
in Lenox Hill hos-
pital, New York,
following an opera-
tion.
Mr. McComas
had a varied career
in the investment
field before joining
MR. McCOMAS Phijip Morris in
1946 as a vice president and director. Start-
ing in 1919, Mr. McComas was with Sutro
& Co. and Cowen Co., New York invest-
ment firms and in 1928 joined the Bankers
Trust Co., New York, in its foreign securities
department. In 1929, Bankers Trust ap-
pointed Mr. McComas manager of foreign
operations in Europe, headquartering in
Paris, and in 1932 he was elected a vice
president. He returned to New York in 1934
as vice president in charge of the foreign
department and in 1937 was named vice
president in charge of the commercial bank-
ing and foreign departments.
At Philip Morris, he was promoted to
executive vice president in 1947. In April
1949 Mr. McComas was elected president
and the company's chief administrative
officer.
Eye & Ear Inc. Organizes in N. Y.
Eye & Ear Inc., New York, has been
formed to specialize in advertising and sales
promotion services for local radio, it was
announced by J. M. Kayne, president. The
firm's clients will be limited to a single radio
station in each market and will provide all
the advertising and sales promotion ele-
ments needed to increase audience ratings
and add more sponsors. Address is 60 East
76th St., phone Plaza 3-7694.
Max Factor Appoints Gross
A. Nelson Gross, vice president and ac-
count supervisor for McCann-Erickson, Chi-
cago, has been appointed director of
United States advertising for Max Factor
& Co., Hollywood. He succeeds Kenneth
D. Caldwell, Factor vice president, who
has been forced by illness to relinquish
his direction of the company's domestic
advertising and who will serve the company
as an advertising consultant as soon as his
health permits.
Bien Named A-B Marketing V. P.
William Bien has been promoted from
vice president over sales and advertising in
Anheuser-Busch's brewery division to vice
president in charge of marketing, a newly-
created top-level position on the manage-
ment committee, it has been announced
by August A. Busich Jr., Anheuser-
Busch president. He becomes a member of
the decision-making body along with the
executive vice president and vice presidents
for brewing, operations and administration.
Mr. Bien joined Anheuser-Busch in 1932,
was appointed general sales manager of the
brewery division in 1956 and elected a vice
president last May. He will continue to be
responsible for sales and advertising. R. E.
Krings is director of advertising.
Pharmaceutical Group Forms
Radio-Tv Monitoring Unit
The American Pharmaceutical Assn.'s
radio-tv "watchdog committee" is organiz-
ing for nationwide monitoring of drug com-
mercials, according to Dr. Robert P. Fis-
chelis, association secretary.
In his progress report at the group's last
House of Delegates meeting in Washington,
Dr. Fischelis said the committee would col-
lect recordings and films of commercials
considered false and misleading and turn
over its finding to the Federal Trade Com-
mission and the Food & Drug Administra-
tion.
The watchdog program, ordered by the
APA House of Delegates last spring, still
is not completely organized, according to
Dr. Fischelis, but should be ready to begin
shortly. Explaining why broadcast media
had been emphasized, he said, "The voice
of the announcer is more persuasive than
print," adding that he felt the consumer
exercises greater judgment while reading
than while listening or viewing broadcasts.
Broadcast commercials are "more attention-
arresting" than print ads, he said.
B&J Softens News (and Stations)
With 'Sputnik7 Gum Free Plug
A radio-tv commentary of 216 exciting
words, designed for free broadcasting on
behalf of Sputnik Earth Satellite bubble
gum, has been distributed to stations by the
news bureau of Bozell & Jacobs, Chicago.
The free plug is offered as a humorous bit
designed to soften the impact of tense world
news events. "All of which proves," accord-
ing to the plug, "we Americans still have a
sense of humor, even in this 'sputnik-mutt-
nick-whatnick world.' "
Sputnik Earth Satellite bubble gum is
made by Leaf Brands Inc., Chicago, the
free continuity reminds. With a nice eye for
detail, the copy says, "Of course, the gum
itself is round — like Sputnik — and its blue
coating is covered with flecks of sugar to
carry out the celestial idea. I'm told that the
kids say that the bubbles are as round as
the moon and that the flavor is out of this
world."
In another burst of generosity, the copy
explains, "a box of Sputnik bubble gum
was sent to Nikita Khrushchev in the Krem-
lin by Marshall Leaf of the company with
a note suggesting that the Russian boss try
blowing about this Sputnik for a change."
ANA'S WEST EXTOLS FREY REPORT
The "Frey Report" on advertising
agency services and the Assn. of Na-
tional Advertisers' advertising manage-
ment guidebook series form a com-
bination which can point the way to
"the golden age of opportunity for the
advertising agency business," ANA Presi-
dent Paul B. West believes.
He told the eastern annual conference
of the American Assn. of Advertising
Agencies [Advertisers & Agencies,
Nov. 25] that the report by Dartmouth
Prof. Albert W. Frey, previewed at
ANA's annual meeting and slated for
publication in its final form within a few
weeks [Lead Story, Nov. 4], will help
"clear off the dross and clear the way to
the gold" for the advertising field.
He said the ANA advertising man-
agement study, a seven-volume appraisal
developed by ANA over a three-year
span at a cost of $200,000, will give
agency people "an invaluable insight into
client thinking and planning to integrate
agency services with clients' needs."
"Because of the huge investments re-
quired for productive advertising today,"
Mr. West said, "corporate management
is making more exacting demands on
advertising in order that advertising can
make its maximum contribution to cor-
porate profits.
"These demands call for the elimina-
tion of many past practices that cannot
be justified under searching examination
when the principles of modern man-
agement are applied. The Frey study
. . . has put the spotlight on the weak-
nesses of practices that have grown up
in the past in agency-client relations
and points up what needs to be done
to make advertising as fully productive
as conditions today demand.
"The ANA advertising management
study provides the means of remedying
the weaknesses in the advertising structure
at all levels — top management, marketing
and advertising management and agency
management."
Mr. West said that "one would think,
if one listened to rumor, that the agency
business was going to hell." He said,
"It irks the hell out of me" to hear
some of the reports that have circulated
— that the Frey Report, for example,
will cost agencies hundreds of thousands
of dollars in commissions.
He said, "The advertising agencies of
America have performed a tremendous
service for American business and for
our country as a whole" and "I have
often thought that if by some twist of
fate, agencies were suddenly abolished,
our economy would not long endure."
But, he added, the Frey Report points
up "weaknesses" in the agency-client rela-
tionship, and agencies and advertisers
should work together to eliminate them.
He said AAAA President Frederic R.
Gamble had told him that the AAAA
board is examining the preview of the
Frey Report "with an open mind." It
is this open-mindedness, he added, that is
"so essential to getting the most good
out of the Frey Report."
Page 40 • December 2, 1957
Broadcasting
ANNOUNCING
THE FORMATION OF
(SOCIETY TO PRESERVE AND ENCOURAGE RADIO ENTERTAINMENT FOR EVERYONE)
feel we at WGAR are fulfilling
our obligation to you as an advertiser by
providing radio entertainment for everyone.
That's why we take real pleasure
in announcing our current series
of Cleveland originated weekly
concerts by the world-famous
Cleveland Orchestra on Saturday
evenings at 7:05 o'clock E.S.T. TT^
These broadcasts are also available
to more than 200 other CBS radio
stations across the nation. Adult
interest? Last year more Americans
bought tickets to symphony concerts
than baseball games !
Regular WGAR listeners have learned
to expect fine radio entertainment on
1220 kc. . . . the best in popular music
and jazz, interesting news programs,
penetrating news analyses, variety shows
outstanding drama, and, of course,
performers from among the many CBS stars
This policy has been paying off for our customers
AM-FM
CLEVELAND, OHIO
REPRESENTED BY
HENRY I. CHRISTAL CO., INC.
DETROIT
NEW YORK CHICAGO
SAN FRANCISCO
ATLANTA
Broadcasting
December 2, 1957 • Page 41
If you heard conflicting
accounts of the same
incident on different
stations, which station
would you believe?"
By a vote of almost
3-to-l, listeners chose
the CBS-Owned Radio
Station over the leading
Independent station*
THIS is only one question from an exhaus-
tive study which sheds new, research-docu-
mented light on radio's most elusive question:
are listeners worth more when tuned to one sta-
tion than to another?
For years perceptive time-buyers have known
there was more to evaluating stations than slide
rule measurements. They know that rating serv-
ices alone can't predict which station is most
likely to deliver more customers for a client. In
the absence of qualitative data, advertisers have
had to rely on subjective judgments when ap-
praising stations.
But appraisal by intuition is not enough. To
give concrete support to the subjective judg-
ments, the CBS-Owned Radio Stations commis-
sioned Motivation Analysis, Inc. to study the
attitudes of listeners to the C-O and the leading
Independent stations.
In depth interviews 1200 listeners* were asked
dozens of questions. They spent 1500 hours an-
swering the questions and then giving reasons
for the answers, insuring a complete, uninhib-
ited response. Some of the questions were subtle
and indirect; others, forthright and provocative.
Here are a few of them: "When you first turn
on your radio, for what reason do you put it on?
. . . What types of programs do you like the most?
...Which of the following descriptive terms
(J)ig-small, authoritative-not authoritative , etc.)
would you use to describe the stations you listen
to?" . . .and "What is your idea of a big radio
station?"
Having compiled data on attentiveness, au-
thority and respect — having assembled a com-
plete picture of the listeners' sentiments, the
interviewers then asked the decisive question:
"Which one station has the most
believable commercials ?"
After 100,000 tabulations, these three basic dif-
ferences were found between audiences:
1. Listeners pay more attention to
C-O stations than to the leading
Independents.
2. Listeners regard the C-O's
more favorably than the Inde-
pendents.
3. Listeners believe the C-O sta-
tions more than the leading Inde-
pendents . . .both their programs
and their advertising.
This is a time when, more and more, adver-
tising budgets are being asked to deliver cus-
tomers, not just listeners. This study will help
you select with greater assurance the right sta-
tion. It is available for your inspection at your
nearest CBS-Owned Radio Station or CBS Radio
Spot Sales Office.
*From a recent study conducted in the six major U.S. markets
(New York, Los Angeles, Chicago, San Francisco, Boston, St. Louis)
where there is a CBS-Owned Radio Station.
*The sample icas divided into three groups: those who were fans
of the CBS-Owned station, those who were fans of the leading
Independent, and a control group of fans equally loyal to both
stations. Fans were defined as listeners who spent more than half
of their time listening to one station.
WEEI, Boston; WBBM, Chicago
KNX, Los Angeles
WCBS, New York; KMOX, St. Louis
KCBS, San Francisco
CBS OWNED RADIO STATIONS
ADVERTISERS & AGENCIES continued
PAYOFF
A CHRONICLE OF COMMERCIAL PERFORMANCE
CHEVY SHOW • An unusual radio pro-
motion turned a preview party into a sale-
fest for Luby Chevrolet, Denver. With the
'58 lines scheduled for unveiling on Oct. 31,
the firm decided to show and sell the new
models with an after-midnight party.
In order to maintain the surprise aspect
of the party, the firm used no newspaper ad-
vertising. The first public notice of the party
was given on radio at noon Oct. 30. At one
minute after midnight, the open house
started; 100 gallons of coffee and 150 dozen
doughnuts later, at 1 o'clock the next after-
noon, Luby salesmen had sold 37 new
Chevies, five^ '57 models.
The advertising schedule, all run on Oct.
30-31, included 30 one-minute announce-
ments on KTLN Denver, plus three hours
with the KTLN mobile unit and almost
six hours of remote broadcasting from the
showroom. A varied spot schedule was used
on other Denver radio outlets: KLAK —
20 one-minute spots; KLZ — seven 20-second
spots; KIMN — 14 one-minute spots and
participations; KMYR — 20 one-minute
spots, and KOSI — eight one-minute spots,
eight half-minutes. Only four tv spots were
used in the campaign: two one-minute spots
on KTVR (TV), two IDs on KOA-TV. Total
budget, including radio time, arc-lights,
coffee and doughnuts, amounted to $1,600.
Example of the selling power of night-
time radio: one Denverite decided at 2 a.m.
that he wanted a new Chevrolet; after get-
ting finance people out of bed to clear the
sale, Luby had a new car at his home at
3 a.m.
Original presentation for the radio cam-
paign came from Lee Mehlig, KTLN sales
manager. Agency for Luby Chevrolet is Ted
Levy, Richard Lane & Co., Denver.
DAIRY DATA • Problem: How to expand
sales and distribution and at the same time
keep within a relatively modest budget.
Advertiser: Hagan Dairy, Uniontown, Pa.,
which markets in a three-state area a pre-
mium-priced ice cream that sells for about
25% more than average ice creams.
Solution (as described by Sherril Taylor,
Radio Advertising Bureau's vice president-
director of promotion, in a folder being
sent to members): Spot radio, * with a
schedule launched over three Parkersburg,
W. Va., stations; with Hagan salesmen
calling on local retailers, followed by a
doubling of spots and still a new cam-
paign in Pittsburgh.
Results: Through use of„ radio alone,
sales in the markets moved 50% ahead of
the same period a year ago, and Hagan's
retail outlets in the areas increased sales by
nearly 18%.
FM ONLY • Early this year Gough In-
dustries, Los Angeles distributor of prod-
ucts ranging from appliances to automobiles,
took on the Braun hi-fi line of German-
built receivers. Next step was to find a way
to (a) create a public demand for the
relatively expensive sets (the lowest priced
model sells for over $150, the top units
are in the $500-$600 range) and (b) sign
dealers to serve the public demand.
The firm decided to concentrate the en-
tire advertising appropriation in fm. More
than that, Gough and its advertising agency,
Mullins, Earl Adv., decided to use only
one station, KCBH (FM) Beverly Hills,
Calif., and to use it during the morning
hours, an unorthodox approach that neces-
sitated moving the station's sign-on time up
from noon to 8 a.m. For seven days a week,
Gough sponsored this four-hour period, pro-
grammed with light standards, show tunes
and pops, devoting its three commercials
an hour to promoting not only the Braun
sets but also Braun dealers. Each spot con-
cluded with the name and address of a
retail outlet.
According to a letter from the sponsor to
KCBH, the promotion was successful in
building up a solid dealer organization —
one aware of the many sales "attributed to
your station's reception." In fact, the letter
continues, although original plans called for
maintaining the schedule for 13 weeks,
"our dealer organization insisted we carry
it on for a total of 30 weeks."
CHAIN REACTION • A change in media
strategy resulted in a changed sales pattern
for McCulloch Chain Saws, product of Mc-
Culloch Motors Corp., Los Angeles. Rank-
ing fourth in area sales, McCulloch switched
its entire budget to KHSL-TV Chico, Calif.
Schedule, placed through Stromberger, La-
Vene, McKenzie, Los Angeles, consisted of
a co-sponsorship of a weekly half -hour pro-
gram (/ Search for Adventure), three spot
announcements a week, plus several one-
time only programs (All-Star Football,
Gold Cup Regatta). Results: after eight
months, McCulloch ranked first in chain
saw sales for the area.
FAVORABLE REVIEW • The effective
pulling power of a locally-produced radio
commercial on WTTM Trenton, N. J. was
lauded by the best of all possible critics —
the sponsor. The Solfo Paint Mfg. Co.,
Trenton, uses 70 one-minute spots a week
on WTTM. Company goal last year was
to gain a larger percentage of paint sales
in the Delaware Valley through closer
identification with its dealers. After de-
ciding on radio as the base for a con-
tinuous promotion, a series of brain-
storming sessions was held with WTTM
account executives and the firm's agency,
Eldridge Inc., Trenton. Results: a series
of "off-beat" commercials produced by
WTTM. A year's end survey of results
showed the Solfo factory was kept at peak
capacity to supply the demand with "quite
a few" new dealers added to its roster.
Proof of the commercial's appeal: when
WTTM announcers polled their listening
audience on commercial preference, the
Solfo spots ranked second.
The sponsor was so pleased with the cam-
paign that he has produced a brochure de-
tailing campaign background and results,
providing it to WTTM for promotion as
well as mailing it to Solfo customers.
ONE-TWO PUNCH • Employes of the
Frisch drive-in restaurant at Madison, In-
diana, got a night on the town, due to efforts
of WLW Cincinnati. The station ran a re-
mote broadcast from the restaurant as part
of a campaign for all the branches of the
drive-in. The owner of the chain had made
HOW PEOPLE SPEND THEIR TIME
There were 123,574,000 people in the U. S. over 12 years of age during the week
Nov. 17-23. This is how they spent their time:
69.5% (85,884,000) spent 1,935.8 million hours watching television
66.3% (69,572,000) spent 998.0 million hours listening to radio
82.9% (102,443,000) spent 394.4 million hours reading newspapbrs
30.7% (37,937,000) spent 177.0 million hours reading magazines
24.9% (30,770,000) spent 380.5 million hours watching movies on tv
24.9% (30,722,000) spent 127.5 million hours attending movies *
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting, each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
•All figures are average daily tabulations for the week with exception of the "attending
movies category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
SINDLINGER'S SET COUNT: As of Nov. 1, Sindlinger data shows: (1) 105,120,000
people over 12 years of age see tv (85.2% of the people in that age group);
(2) 40,692,000 U. S. households with tv; (3) 44,725,000 tv sets in use in U. S.
Page 44 • December 2, 1957
Broadcasting
WTVR
DOMINATES
FOR 14 STRAIGHT MONTHS
THt IAUST SEPT.-OCT. P 1/155 PROVES IT AGAIN!
RICHMOND
VIRGINIA
STATION
SHARE OF AUDIENCE
WTVR
Mon.-Sat.: 6 PM-12 Mid.
STATION "B"
Mon.-Sat.: 6 PM-12 Mid.
STATION "C"
Mon.-Sat.: 6 PM-12 Mid.
39
32
29
DOMINANT IN
HOMES
REACHED
MONTHLY, WEEKLY AND DAILY- DAY AND NIGHT
SEE NIELSEN COVERAGE SURVEY #2
DO
NATE IN RESULTS
BY CALLING ANY BLAIR TV OFFICE
OR Wilbur M. Havens Elgin 5-8611
WTVR -RICHMOND, VA.
ADVERTISERS & AGENCIES cont.nued
a standing offer of a night out for the 16
employes if sales topped a certain level. As
a result of the WLW promotion, sales estab-
lished an all-time record for one day, and
employes got their evening out at the
Beverly-Hills, a night club-restaurant near
Cincinnati.
WLW was also credited with an increase
in business by a Cincinnati department store.
McAlpin's department store and its agency,
Robert Acomb Adv., initiated the idea of
using a remote dj show to increase traffic in
the store's teen department. Every Saturday
afternoon, a teen-age crowd averaging 150
attends a two-hour record hop in the store.
Dance music is provided by a remote of
WLW's Bob Braun Show. Bob Tyler, mer-
chandising manager of McAlpin's. reports
that traffic and sales have increased since
the inauguration of the show.
CREDIT REPORT • Talman Federal Sav-
ings & Loan Assn., Chicago, credits the use
of radio — and particularly the sponsorship
of good music on fm — for a good share of
its growth and community acceptance. (In
September the neighborhood organization
reported assets in excess of $200 million.)
Talman spends about 50% of its overall
advertising budget in radio, 12% in tv,
spreading its allocations on WMAQ, WGN,
LATEST RATINGS
TOP NETWORK PROGRAMS
Tv Report for Sept. 22-Oct. 5
Total Audiencet
Rank No. Homes (000)
1. World Series (Sat.) 22,166
2. DuPont Show of the Month 1 7,798
3. Gunsmoke 16,356
4. World Series (Wed. & Thurs.) 15,862
5. Ed Sullivan Show 15,615
6. Steve Allen Show 14,420
7. Perry Como Show 14,379
8. Ford Show 14,255
9. I've Got a Secret 14,049
10. GE Theatre 13,967
Rank % Homes *
1. World Series (Sat.) 54.6
2. DuPont Show of the Month 45. 1
3. Gunsmoke 41.1
4. World Series (Wed. & Thurs.) 39.0
5. Ed Sullivan Show 38.9
6. Steve Allen Show 36.0
7. Perry Como Show 35.9
8. Alfred Hitchcock Presents 35.5
9. Ford Show 35.2
10. I've Got a Secret 35.1
Average Audiencet
Rank No. Homes (000)
1. Gunsmoke 15,656
2. World Series (Sat.) 15,120
3. I've Got a Secret 13,019
4. Ford Show 12.772
5. GE Theatre 12,690
6. Twenty-One 12,236
7. Alfred Hitchcock Presents 12,195
8. Ed Sullivan Show 11,866
9. You Bet Your Life 11,783
10. The Lineup 11,783
Rank % Homes *
1. Gunsmoke 39.3
2. World Series (Sat.) 37.2
3. I've Got a Secret 32.5
4. GE Theatre 31.8
5. Ford Show 31.6
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's Broadcasting tv ratings roundup.
Information is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Steve Allen (NBC-130) : participating spon-
sors, Sun. 8-9 p.m.
Perry Como Show (NBC-163): participat-
ing sponsors, Sat. 8-9 p.m.
DuPont Show of the Month (CBS-no
available figures): DuPont (BBDO), Sun.
9-10:30 p.m. Sept. 29.
Edsel Show (CBS-no figures available):
Edsel, (FC&B), Sun. 8-9 p.m. Oct. 13.
Ernie Ford Show (NBC-182) : Ford (JWT),
Thurs. 9:30-10 p.m.
GE Theatre (CBS-154): General Electric
(BBDO), Sun. 9-9:30 p.m.
Gunsmoke (CBS-161): Liggett & Myers
6. Alfred Hitchcock Presents 31.4
7. Twentv-One 30.7
8. Ed Sullivan Show 29.5
9. The Lineup 29.5
10. Have Gun, Will Travel 29. 4
Tv Report for Oct. 6-19
Total Audiencet
Rank
No.
1. World Series (Sun.)
2. 75th Anniversary Show
3. Edsel Show
4. World Series (M-W-Th)
5. Ed Sullivan Show
6. Gunsmoke
7. Perry Como Show
8. Playhouse 90
9. Bob Hope Show
10. Pinocchio
Rank
1.
2,
3
4
5
6
World Series (Sun.)
75th Anniversary Show
Edsel Show
World Series (M-W-Th)
Ed Sullivan Show
Gunsmoke
7. Perrv Como Show
8. Playhouse 90
9. Bob Hope Show
10. I've Got a Secret
Average Audiencei
Rank No.
1. World Series (Sun.)
2. Gunsmoke
3. Edsel Show
4. Ed Sullivan Show
5. I've Got a Secret
6. Danny Thomas Show
7. $64,000 Question
8. Bob Hope Show
9. Ford Show
10. Perry Como Show
Rank
1. Gunsmoke
2. World Series (Sun.)
3. Edsel Show
4. Ed Sullivan Show
5. I've Got a Secret
Homes (000)
21,877
19.446
19,158
18,375
17.098
16,768
16,233
15,532
15,450
14,502
% Homes *
53.9
48.3
48.2
45.2
42.8
42.2
40.5
39.4
38.9
36.0
Homes (000)
16.274
16,150
15,285
13,637
13,431
13,143
13,019
12,854
12,566
12,401
% Homes *
40.6
40.1
38.5
34.2
33.5
(D-F-S). Remington Rand (Y&R) alter-
nating, Sat. 10-10:30 p.m.
Have Gun, Will Travel (CBS-125): Lever
(JWT), American Home Products
(Bates), Sat. 9:30-10 p.m.
Alfred Hitchcock (CBS-145): Bristol-Myers
(Y&R), Sun. 9:30-10 p.m.
Bob Hope Show (NBC-139) : U. S. Time
Corp. (Peck). Sun. Oct. 6, 9-10 p.m.
I've Got A Secret (CBS-198): R. J. Rey-
nolds (Esty), Wed. 9:30-10 p.m.
The Lineup (CBS-162): Brown & William-
son Tobacco Corp. (Bates). Procter &
Gamble (Y&R) alternating, Fri. 10-10:30
p.m.
Playhouse 90 (CBS-134): participating
sponsor, Thurs. 9:30-11 p.m.
Pinocchio (NBC-182): Rexall (BBDO),
Sun. 6:30-7:30 p.m. Oct. 13.
$64,000 Question (CBS-180): Revlon
(BBDO), Tues. 10-10:30 p.m.
Red Skelton Show (CBS-190): Pet Milk
(Gardner), S. C. Johnson & Son (FC&B)
alternating. Tues. 9:30-10 p.m.
6. Danny Thomas Show
7. Bob Hope Show
8. $64,000 Question
9. Red Skelton Show
10. Perry Como Show
ARB
32.8
32.3
32.3
31.1
30.9
TOP 10 NETWORK PROGRAMS
Tv Report for October
Rank
1. Gunsmoke
2. Perry Como
3. $64,000 Question
4. I've Got a Secret
5. Ernie Ford
6. You Bet Your Life
1. Twenty-One
8. Red Skelton
9. What's My Line?
10. This Is Your Life
Special Attractions
The Edsel Show
Pinocchio
75th Anniversary
World Series
Rank
1. Perry Como
2. Gunsmoke
3. I've Got a Secret
4. Ernie Ford
5. $64,000 Question
6. You Bet Your Life
7. Twenty-One
8. Wyatt Earp
9. Danny Thomas
10. Red Skelton
Special Attractions
The Edsel Show
Pinocchio
75th Anniversary
World Series
Ratings
40.3
38.9
37.9
36.3
35.5
34.7
34.6
33.0
32.6
32.4
45.4
34.6
33.2
30.1
Viewers
45,530
41,130
34,290
34,250
33,490
31,520
30,950
29,700
29,490
28,690
53,050
42,340
38,590
28,580
Copyright American Research Bureau Inc.
Standard Oil 75th Anniversary Show
(NBC-162): Standard Oil (M-E), 9-10:30
p.m. Sun. Oct. 13.
Ed Sullivan (CBS-174): Mercury (K&E),
Eastman Kodak (JWT), Sun. 8-9 p.m.
This is Your Life (NBC-138): Procter &
Gamble (Benton & Bowles), Wed. 10-
10:30 p.m.
Danny Thomas Show (CBS-158) : General
Foods (Benton & Bowles), Mon. 9-9:30
p.m.
Twenty-One (NBC-150): Pharmaceuticals
Inc. (Kletter), Mon. 9-9:30 p.m.
What's My Line? (CBS-157) : Helene Curtis
(Ludgin), Remington Rand (Y&R),
Sun. 10:30-11 pjn.
World Series (NBC-211): Gillette (Maxon),
Oct. 2, 3, 5, 6, 7, 9, 10.
Wyatt Earp (ABC-103) : General Mills
(D-F-S) Procter & Gamble (Compton),
Tues. 8:30-9 p. m.
You Bet Your Life (NBC-177) : DeSoto
(BBDO), Toni (North) alternating,
Thurs. 8-8:30 p.m.
Page 46 • December 2, 1957
Broadcasting
Here's the
Christmas package
for you !
You've got your holiday audiences all tied up, if you
program these year-after-year Christmas favorites:
star in the night, Academy Award winner as the best
short subject of the year, brings the age-old tale of
the Three Wise Men right up to date.
silent night, story of the birth of a great Christmas
song, has brought overwhelming audience response for its
sponsors four Christmases in a row.
a Christmas carol, Charles Dickens' beloved Christmas
classic starring Alastair Sim as "Scrooge," has been
called by many the holiday picture of all time!
the emperor's nightingale, narrated by child-charmer
Boris Karloff , is by far the most unusual and enchanting
puppet picture ever filmed.
Don't wait another day to reserve any or all of these
proven Christmas attractions .Prints are always in short
supply by
December.
Write, wire
or phone. !_l
Distributors for Associated Artists
3i5 Madison Ave., MUrray Hill 6-2323
75 E. Waeker Dr., DEarborn 2-2030
1511 Bri/an St., Riverside 7-8553
9110 Sunset Blvd., CRestview 6-5886
'I
inc.
Productions Corp.
NEW YORK
CHICAGO
DALLAS
LOS ANGELES
Broadcasting
December 2, 1957 • Page 47
ADVERTISERS & AGENCIES continued
Delivering
on channel
Your Katz Representative
will tell you, more
about channel
NEW ORLEANS
IN THE
CRESCENT CITY
Page 48 • December 2, 1957
WBKB (TV) and WNBQ (TV), all Chicago.
But perhaps its biggest prestige package is
its 3 Vi -hour Early Morning Program of
good music on WFMT (FM), Chicago "fine
arts" station.
Talman first turned to fm last April,
found over a half million sets in the Chicago
area and a sizable acceptance of WFMT.
Ordinarily, according to Jonathan Pugh,
Talman vice president and comptroller, it
takes about a year to evaluate results from
any radio campaign. In the case of the
WFMT campaign, results have been tangible
since last April, in the form of requests for
new savings accounts and praise for sponsor-
ing a good music program.
Spears Gets New Post at Lever
Robert G. Spears, marketing vice presi-
dent of the foods division of Lever Bros.
Co., New York, last week was named to
assume senior staff responsibilities for the
company's corporate activities and interest
in the food industry. Robert McDonald,
merchandising manager of Lever's Good
Luck division since 1950, has been named
to succeed Mr. Spears with the title of gen-
eral manager of the foods division.
Muench Shuts Down Agency
C. Wendel Muench & Co., Chicago, is
ceasing agency operation effective Jan. 1,
1958, and Mr. Muench is joining Henri,
Hurst & McDonald, same city, in an execu-
tive capacity. Muench agency had billed
about $1.5 million, handling Consolidated
Foods Corp., Fox Deluxe foods, Monarch
Brewing Co., and other accounts, some of
them radio-tv advertisers, which Mr.
Muench brings to HH&M, along with a half-
dozen staff people. Mr. Muench reportedly
joins as a vice president.
A&A SHORT
BBDO, N. Y., announces further expansion
of its General Mills account with assignment
of four new products: Lemon Custard Angel
Food mix, Cream Puff mix, Cocoanut Maca-
roon mix and Chocolate Macaroon mix.
Products will be introduced on CBS-TV's
Burns and Allen Show, Garry Moore Show,
Beat the Clock and The Verdict is Yours.
AGENCY APPOINTMENTS
Puget Sound & Columbia River Salmon
Packers appoints Cole & Weber, Seattle, to
conduct campaign on advantages of serving
canned salmon.
Transcontinent Television Corp. (WGR-
AM-TV Buffalo, WROC-TV Rochester and
WSVA-AM-TV Harrisonburg, Va.) appoints
Weston Co., N. Y., for its corporate and
station advertising.
McFadden & Eddy Assoc., Hollywood, ap-
pointed to handle public relations and pub-
licity for KHJ-AM-TV Los Angeles.
U. S. Borax & Chemical Corp., 20 Mule
Team Products Div., appoints McCann-
Erickson Inc., L. A. office.
Broadcasting
You Can t Sell Em If You Don't Reach Em
and WJAR-TV Reaches More Of 'Em
in The Providence Market
_ — *~ — — — —
/
/
SUMMARY DATA* /
CALL
TELEVISION
MONTHLY
WEEKLY
LETTERS
HOMES
COVERAGE
COVERAGE
WJAR-TV
1,186,410
593,890
539,130
STATION B
706,140
448,390
430,370
/
Broadcasting
December 2, 1957 • Page 49
GOVERNMENT
BROADCASTERS RALLY TO HOLD OFF
POACHERS IN TV, FM FREQUENCIES
• Tv changes should await TASO results, say radio-tv people
• FCC receives 150 papers in study of 25-890 mc radio band
Broadcasters presented a solid front on
maintaining both television and fm bands,
while non-broadcasting entities pecked at
some of both areas in comments filed last
Monday in the current FCC study of spec-
trum usage between 25 and 890 mc. More
than 150 documents were filed.
The single point made by broadcasters
is that the Commission should make no
change in the present television bands until
the results of the research being carried out
by the Television Allocation Study Organi-
zation are released. This is expected about
July 1, 1958.
There was also unanimity that the fm
band should be kept inviolate.
The spectrum study was ordered by the
FCC earlier this year and is considered a
first step in determining the present and
future uses of the radio spectrum between
25 mc and 890 mc, in preparation for the
1959 Geneva Telecommunications Confer-
ence. In this region are fm, television and
broadcast pickup bands. Fm runs from 88
mc to 108 mc; tv from 54 mc to 216 mc
for vhf, and from 470 mc to 890 mc for
uhf. Pickup bands are 450-451 mc and
455-456 mc.
Motorola Inc., Chicago equipment man-
ufacturer of communications including ra-
dio and tv receivers, made the boldest sug-
gestion when it said in its 100-page com-
ment that 450-890 mc is "best suited" for
urban mobile radio.
Petroleum Equipment Suppliers Assn.
asked for part of the 88-108 mc band for
its uses, as did the American Petroleum
Institute. The latter also said that 45-500
mc was ideal for mobile service, and asked
to share the 470-890 mc area.
The American Telephone & Telegraph
Co. and the U. S. Independent Telephone
Assn. both displayed keen interest in 60-
500 mc and 450-460 mc for broad band
mobile communication services. The Ha-
waiian Telephone Co. asked for a point-to-
point assignment immediately below 890
mc if the FCC cannot assign 890-940 mc
for this purpose.
Aeronautical Radio Inc., American Iron
Ore Assn. and National Bus Communica-
tions Inc. all made various proposals to
improve mobile services by recommending
assignments from 450 mc and up.
The American Rocket Society complained
that the FCC had made no real provision
for radio communication in outer space
and suggested an allocation below 200 mc
for mobile units, and 400-600 mc for long
range activity.
Other non-broadcast comments came
from an assortment of users and potential
users, including American Radio Relay
League, Southern Railroad Co., City of
San Francisco, Academy of Model Aero-
nautics, Aeronautical Flight Test Radio Co-
Page 50 • December 2, 1957
ordinating Council and the Society of the
Plastics Industry.
The following comments set forth broad-
casters' positions:
National Assn. of Radio & Television
Broadcasters, besides urging the Commis-
sion to put off the entire inquiry until TASO
produces the results of its research, also
observed: the need for fm protection; ade-
quate frequencies for remote pickup pur-
poses for on-the-spot live broadcasting, and
that recent technical improvements in mo-
bile radio may facilitate even greater use
within the current assignments for some of
those services.
NARTB showed particular concern for
fm and its future, which the group believes
may be bright if left alone. It added that
many daytime-only am stations utilize fm
to continue community service at night.
As for tv itself, NARTB said a proper
allocation of space, as well as a sufficient
supply, is vital for the 493 stations on the
air as of Nov. 18, 1957. It said there are
some 42 million tv sets in the hands of the
public, which is entitled to the best serv-
ice possible. Because of these and other
considerations, NARTB feels that any allo-
cation or reallocation decisions will be of
considerable importance and should be
made by FCC after first reviewing TASO's
contributions to the problems. Television is
very important to the national economy
and decisions taken regarding its livelihood
should be made only after securing the best
possible advice, NARTB added.
CBS, which stressed the importance of
coordinating the 25-890 mc inquiry with
TASO studies, said that "extreme care"
should be used before anyone tampers with
the fm (88-108 mc) band. Otherwise, CBS
warned, the FCC might jeopardize the
medium's full potential. CBS also wants
to have current remote-pickup assignments
kept intact.
NBC was firm on this subject, and de-
scribed two of the remote pickup frequen-
cies (450-51 and 455-56 mc) as "the most
useful of all the frequencies assigned for
[this] use." NBC said these frequencies have
superior qualities to fill in shadow areas,
and pointed out that NBC has some 40 sta-
tions operating in these two bands.
The network agreed to Commission pro-
posals to allocate six 30 kc channels in the
160 mc band for remote pickup, but not
as a substitute for the two in the 450 mc
band.
Regarding the latter, NBC said it is will-
ing to drop half of the 455-56 mc space at
50 kc channel widths, but it wants all of
450-51 mc and retention of current 100 kc
channel widths there. But the network's
main position regarding the entire inquiry
is that the FCC should wait for TASO find-
ings before coming to any allocation con-
clusions. The Assn. of Maximum Service
Telecasters Inc. already has taken the same
position [Government, Nov. 25].
AB-PT thinks "no significant realloca-
tions" between 25-890 mc should take place
until the FCC finally decides whether to
move all or most of tv to uhf or make it
all vhf. Either way, the network noted,
space then would be released for other serv-
ices. Meanwhile, AB-PT is against the Com-
mission distributing the current 70 uhf
channels which should be encouraged and
not allowed to go by "default." Otherwise,
the network regards the inquiry as pre-
mature.
MBS called for maintainance of the fm
bands with preservation of the current 200
kc channel-width rule and wants no channel
sharing with other services. The network
stated that this is a critical period for the
533 on-the-air fm stations and the 82 others
either in the construction or planning stage,
not to speak of the 15-odd-million set
owners who depend on true high fidelity.
Fm station concern for possible encroach-
ments in the 88-108 mc band was repre-
sentative, and came from all over the coun-
try with supporting correspondence from
good music lovers. Fm Unlimited's petition
was typical. It asked the FCC for public
hearings on any attempts to move into fm
space, saying that it is vital that present as-
signments remain intact. So did Fm Broad-
casters Inc., representing 118 fm outlets and
others. These groups believe that any change
just now might deprive fm of an opportunity
to grow during what they believe to be a
crucial year of its existence.
KRHM-FM Los Angeles told the FCC
that "any change would violently unsettle
the stability so essential to fm at this critical
time of [its] resurgence." Some of the pro-
testing fm stations included WFMB-FM
Nashville, Tenn., WASH-FM Washington,
D. C, WXHR-FM Boston, WQXR-FM New
York, WFIL-FM Philadelphia and affiliates,
KMLA-FM Los Angeles, WPIC-FM Sharon,
Pa., and others.
The Rural Radio Network, Ithaca, N. Y.,
with several up-state fm interests, said RRN
might have to discontinue its farm network
operations if the FCC narrows fm space
or channel widths. It added that fm is
progressing swiftly, and the FCC should do
nothing to hurt it. The Arrowhead Net-
work, with three fms in Wisconsin and
Minnesota, also plead for no tampering with
presently used bands. And the Institute of
High Fidelity Manufacturers Inc. com-
mented that fm cannot be relocated in a
different band without incurring tremendous
costs to all concerned.
Several tv stations commented that since,
at this point, separate proposals have yet to
be advanced to adversely affect their inter-
ests, they enter their appearances as inter-
ested parties.
They include: WSAU-TV Wausau and
WFOX-TV Milwaukee, both Wis.; KMGM-
TV Minneapolis; WICC-TV Bridgeport,
Conn.; WKNX-TV Saginaw-Bay City,
Mich., and WENS (TV) Pittsburgh.
KWRB-TV Riverton, Wyo.; WKDN-TV
Camden, N. J.; Tennessee Tv Inc., applicant
for ch. 10 Knoxville; WMCN (TV) Grand
Broadcasting
At work at home at play
Omnipresent, ubiquitous radio!
And now Pulse scores another
important big plus ....
"NETWORK
RADIO"
First "Network Radio"
was published only last week. Reporting
total attention to radio, a whopping total
becoming more so! The American Market-
ing Association honored Pulse pioneering
which as far back as 'U7 correctly measured
total "out-of-home" additive to "in-home."
Better subscribe for "Network Radio" now!
To be published monthly.
Broadcasting
December 2, 1957 • Page 51
GOVERNMENT continued
Rapids, Mich.; KTAG-TV Lake Charles,
La.; KSIX-TV Corpus Christi, Tex.; WJHL-
TV Johnson City, Term.; KBMT (TV)
Beaumont, Tex.; WPTT (TV) Augusta,
Me.; KOVR (TV) Stockton, Calif.; WFRV-
TV Green Bay, Wis.
Tampa Telecasters Inc., applicant for
ch. 10 Tampa; WEAL-TV Orlando, Fla.;
KBTV-TV Denver; WTHI-TV Terre Haute,
Ind., and KLIX-TV Twin Falls, Idaho.
KING-TV Seattle, Wash.; KGW-TV
Portland, Ore.; KOPR-TV Butte, Mont.;
KFSA-TV Ft. Smith, Ark.; KLRJ-TV Las
Vegas; KOLO-TV Reno; WPFA-TV Pen-
sacola, Fla.; Massachusetts Bay Telecasters
Inc., applicant for ch. 5 Boston; Tele-Views
News Co., applicant for ch. 8 Moline, 111.
WTOK-TV Meridian, Miss.; Television
For New Hampshire Inc., applicant for ch.
9 Manchester, N. H.; WFTV (TV) Du-
luth, Minn.; WWLP (TV) Springfield,
Mass.; WCHB-TV Harrisburg, Pa.; KXYZ-
TV Houston; WJMR-TV New Orleans;
WICS (TV) Springfield, WCHU (TV)
Champaign and WSIL-TV Harrisburg, all
Illinois; KLTV (TV) Tyler-Longview, Tex.;
WKRG-TV Mobile, Ala.; KOA-TV Denver;
WBMG (TV) Birmingham, Ala., and
KHVH-TV Kaiser Hawaiian Village, Ha-
waii.
Also interested in the proceedings: KBET-
TV Sacramento, Calif.; WSEE (TV) Erie,
Pa.; KFEQ-TV St. Joseph, Mo.; WTWV
(TV) Tupleo, Miss.; WTVO (TV) Rock-
ford, 111.; KHSL-TV Chico, Calif.; KVOS-
TV Bellingham, Wash.; WTVP (TV) De-
catur, 111.; WHEN-TV Syracuse, N. Y.;
KCMO-TV Kansas City, Mo.; KPHO-TV
Phoenix; WKLO-TV Louisville, Ky.; WOW-
TV Omaha.
KOSA-TV Odessa, Tex.; KCOR-TV San
Antonio, Tex.; KMTV-TV Omaha; Pacific
Broadcasters Inc., applicant for ch. 37
Delano, Calif.; WNOA-TV Raleigh, N. C;
WCBF-TV Rochester, N. Y.; WRLP (TV)
Greenfield, Mass.; WTVR (TV) Richmond,
Va.; KOOK-TV Billings, Mont.; Port City
Tv Inc., applicant for ch. 18 Baton
Rouge, La.; WPTV (TV) West Palm Beach;
WCTV (TV) Thomasville, Ga.; WTLM
(TV) Laurel, Miss., and others.
National Assn. of Educational Broad-
casters advised the Commission that there is
no evidence to justify overturning previous
and "carefully reasoned" decisions to re-
serve various channels for the "high pur-
pose" of educational tv.
Joint Council on Educational Television
said "very worthwhile use is being made by
educational interests of the channels, both
vhf and uhf, which the Commission has re-
served for educational tv stations." JCET
believes that these frequencies should re-
main available for that use.
The broadcast section of Electronic In-
dustries Assn. "highly" recommended "no
drastic changes" until release of the TASO
studies. It added that the merits of an over-
all EIA reallocations study are being inves-
tigated.
EIA also thinks there is a real need in the
tv industry for "a contiguous portion of
the spectrum somewhere in the vhf and/or
uhf frequencies." But it conceded such a
NECESSARY INVENTION
Television sponsors, who may worry
in odd moments over circulation losses
through attachment of receivers for
bad debts, can take heart from a deci-
sion in a District of Columbia munic-
ipal court. Judge Andrew J. Howard
refused to let a creditor attach a used
tv set because it was deemed the
cheapest form of entertainment for
the family involved. He called a mod-
estly priced second-hand set a reason-
able and necessary expenditure. (Radio
receivers were added to beds and
other items on the D. C. list of non-
attachables some time ago.)
program also would require an over-all
study of all spectrum requirements.
EIA supported broadcasters by calling
for a status quo in current assignments and
commented on the need to protect fm.
Dage Television, manufacturer of video
equipment for broadcasters and non-broad-
casters, among other requests, said it is time
the FCC resolve whether tv can effect a bet-
ter use of uhf, and also, whether fm should
retain its present frequencies.
FTC Installs Sets, Equipment
For Its Ad Monitoring Unit
The Federal Trade Commission's year-
old radio-tv monitoring unit has installed
radio-tv receivers in its Washington head-
quarters. Kinescope and recording equip-
ment is expected to be ready for use in a
week, a spokesman says.
The six-man unit, headed by T. Harold
Scott, legal radio-tv adviser in the bureau
of investigation, until now has been relying
on staffers' own equipment, both in Wash-
ington and in its eight field offices. Field
monitoring will continue to be handled this
way, the FTC said.
Items in the monitor unit headquarters
include a powerful radio receiver in addition
to the tv receiver-kinescope system. The
unit also will add new two-speed tape
units to supplement the old playback and
film projection gear regularly used in the
FTC's continuing ad survey of copy in all
media, the agency explained.
Radio-tv monitoring has settled down
into a pattern of following up listener-
viewer complaints exclusively. Staffers do
not scout the airways for advertising viola-
tions but have found that checking leads
fed the FTC by the public keeps them
busy the agency said.
KAUS Drops Protest on Am Bid
A complaint of possible economic in-
jury, against am applicant KQAK Austin,
Minn., was dropped when the resident pro-
testing station, KAUS Austin, refused "to
the last" to produce its books.
KAUS had told the FCC that the arrival
of KQAK would be harmful to its own
economic security. KQAK promptly insisted
that KAUS divulge financial information
proving this. KAUS withdrew, but still
wants the FCC to look into the possibilities
of interference and violation of the Com-
mission's rule which, with exceptions, re-
quires an applicant to serve at least 90% of
the population within its normally protected
contour.
Barrow Answers Attacks
By CBS Inc. Officials
The author of the controversial "Barrow
P.eport" on network practices mildly chas-
tised two CBS officials last week for their
criticisms of its findings and recommenda-
tions.
Roscoe L. Barrow, head of the special
FCC Network Study Staff, deviated from
his prepared speech at Chicago's Broadcast
Adv. Club to comment indirectly on views
by Dr. Frank Stanton, CBS president, and
Richard S. Salant. general vice president of
CBS Inc.
"Stray shots have fallen here and there,"
Dean Barrow noted, alluding to the criti-
cisms, "but the next salvo is on the way —
from a friendly vessel." Dean Barrow prob-
ably alluded to still unfinished business — a
second study on certain programming as-
pects, which will provide the basis for a
supplementary report by FCC's new Net-
work Study Office on program producers-
distributors.
Dean Barrow said that while the report
was "pre-Sputnik," it recognizes the net-
work role in times of national emergency
and that the appearance of the Russian
satellites merely helped emphasize this rec-
ognition. Last month Dr. Stanton stressed
this role and warned that the Barrow rec-
ommendations, if adopted, would pose a
serious threat to U. S. security.
Specifically, Dr. Stanton told the Radio-
Television News Directors Assn. conven-
tion: "The cumulative effect of the recom-
mendations . . . whatever their intent . . .
could so weaken networking that it would
be economically impossible to sustain in-
formational activities at the present level —
let alone respond with better organization
and better technical facilities to the new
demands of a missile age" [Networks,
Nov. 18].
Mr. Salant's view, given during a KNXT
(TV) Los Angeles advertising course, was
that networks could scarcely be expected
to clear time for a "three-station hookup"
any more than a national magazine could
sell coverage in one city. He also contended
that network option time constitutes a "very
thin thread" between a network and its
affiliate [Networks, Nov. 25]. His remarks
also drew rejoinders from Dean Barrow:
"It is not realistic to say, on the one hand,
there is such a 'thin thread' on option time
and to say, on the other, that it is so
necessary you can't have a network without
it," he asserted.
"The inference that the recommendations
on must-buys would lead to a "three-
station hookup' also is unrealistic," Dean
Barrow said, adding that he hoped the in-
dustry and public would evaluate these
Page 52 • December 2, 1957
Broadcasting
Broadcasting
December 2, 1957 •■• Page 53
GOVERNMENT continued
TWO'S NOT
COMPANY
When your announcement is aired back to back with
another announcement two's not company and three's
most definitely a crowd. To get the proper impact
your announcement should stand alone. Demand ade-
quate separation . . . Stamp Out Multiple Spotting.
PAR AT ION
.ouncemen.s W. ^ ^ competi.ive
„,l,er commercial
00u,„hcemen.sby..me
one complete mus.
selection.*
•Excep' I"
GVa
SE
Ra
'""ouncem """"e-c.oi , F'0rn .
>r o„r !™e"" by «i? 2- A// _
% ,,e'ee».-0n .•
ve J
"i
5t I ^.\,,(BeSepoto.eof'om.
Cone «-np"e«e -» " JU^
cal selection- ,.,„,
This is not a new policy
with WOLF. It is the proven
sales formula that has brought
in consistent renewals through
the years from pleased clients representing
top national advertisers.
We never had it so good— why spoil it
RATING for RATING . . .
RATE for RATE
in CENTRAL NEW YORK it's —
National Sales Representatives
THE WALKER COMPANY
SYRACUSE, N.Y.
Page 54 • December 2, 1957
"various statements" and others "which will
be bandied about" in the weeks ahead.
Speaking of broadcasting generally, Dean
Barrow felt the "industry grew up under reg-
ulations which were not designed for it"
and that this "should be remedied." The
FCC Network Study Staff's desire to be
"truly objective was attempted and
achieved," he added.
Dean Barrow emphasized throughout his
talk, however, that the industry — networks,
stations and program producers-distributors
— is excellent and a "distinct public serv-
ice."
He reviewed his group's "study of net-
work broadcasting," giving BAC delegates a
condensed version of its history, approach,
findings and recommendations. If adopted,
the report would place networks under di-
rect FCC regulation, prohibit option time
and must-buy station lineups, impose con-
trols over rate-making, tighten multiple-
ownership rules and require networks to
make public all affiliation agreements and
proposals and to place their programs on
non-affiliated stations along with other re-
strictions and provisions for so-called "sanc-
tions" [Lead Story, Oct. 7].
The report is now before the FCC Net-
work Study Committee, which will discuss
its conclusions and recommendations with
the full Commission and perhaps submit
them with the Barrow Report to the Senate
Interstate & Foreign Commerce Committee
early in the next session of Congress.
Whitehall Defends Ad Claims
At Resumed Hearing by FTC
Whitehall Pharmacal Co., New York,
opened its defense of Infrarub and Heet
(muscle-rub, liniment) commercials and
newspaper advertisements at resumed Fed-
eral Trade Commission hearings Nov. 21
in Philadelphia. The Whitehall case was one
of the first three complaints developed by
the FTC radio-tv monitoring unit charging
false and misleading advertising [At Dead-
line, April 1, et seq.].
To answer a government allegation of
exaggerated claims, Whitehall called arthri-
tis specialist Dr. Abraham Cohen to describe
tests with the products. Dr. Cohen, a teacher
at Jefferson Medical College in Philadelphia
and author of medical journal articles on
arthritis, said a large percentage of patients
treated with the products got relief from
pain for more than two hours, substantiat-
ing a Whitehall copy claim. The witness was
cross-examined by government counsel.
Hearings are expected to resume in Wash-
ington in a month, when Whitehall is ex-
pected to call more witnesses to support
claims challenged by the FTC. A Whitehall
motion to dismiss the complaint at the con-
clusion of the government presentation Nov.
1 was denied.
Hearings in the monitoring unit's other
bellwether case, involving American Chicle
Corp.'s Rolaids tv commercials, have been
held up while the government does a re-run
of a doctors' survey, which was successfully
challenged as evidence. Rolaids hearings
also are expected to resume next month.
Broadcasting
THE PACE IS
in the FORT WORTH - DALLAS area
the ( 1 i a
NATION'S
MARKET
The trend is up and the growth rate is steady. Look at these start-
ling predictions for I960:*
Tarrant-Dallas County
Population 1,522,900
U
Tarrant-Dallas County {}
Estimated Buying Income N $3,291,088,000
Tarrant-Dallas County
Retail Sales
To sell your products in this fast-paced, rapidly-
expanding 12th U S Market choose the facilities
of WBAP-TV— the first station in the market.
Rates and packages on request.
3900 Barnett • Fort Worth, Texas
$2,409,432,000
WBAP-TV -Channel 5
Basic NBC for North Texas
*Source: Sales Management, "Marketing on the Move", Nov. 10, 1957.
AM • FM • TV
7900 N. Akard • Dallas, Texas
I
"2 , ;-t 3fc>
-V.
Broadcasting
December 2, 1957 • Page 55
GOVERNMENT continued
FCC 'ROAD SHOW AIDS STATIONS
• Commission puts second mobile tv monitor on road
• Broadcasters praise assistance provided by units
A little-known phase of the FCC's opera-
tions— one which has given valuable assist-
ance to tv stations in the eastern half of the
U. S. — soon will be offering its services to
western outlets. This extra dividend to
broadcasters is being provided by the Com-
mission's two mobile tv monitoring units.
One of the units has been in operation for
over two years. Based at the Laurel, Md.,
permanent monitoring installation, it is op-
erated by engineer Raymond L. Day and
covers the eastern half of the U. S. The
second unit, built by Mr. Day and Kenneth
V. Preston at Laurel, recently completed a
successful shakedown cruise in Pennsylvania,
and with Messrs. Day and Preston at the
controls, left last week for its home base in
Livermore, Calif. The entourage will take a
month for the trip, monitoring stations along
the way. Mr. Preston will operate the second
unit in the West, with Mr. Day returning to
his eastern assignment.
The two Commission engineers feel they
have the perfect job — one that permits them
to spend a majority of the winter in Florida
or Arizona, and head for cooler climates,
such as Maine or Montana, during the sum-
mer. Mr. Day, a bachelor, and Mr. Preston,
a widower, have no family problems in
their "seasonal" jobs and are quick to admit
that, as much as practicable when on the
road they can be found where the climate is
most suitable.
Each trip averages from 4-5 weeks and
the units are on the road approximately 40-
50% of the time. They must be at the home
base at least half the time, according to
Frank M. Kratokvil, assistant chief of the
FCC's Field Engineering & Monitoring Bu-
reau and chief of the field operating division,
who oversees the units' operations. There
is a two-fold reason for this time spent at
home: paperwork and the constant check-
ing of equipment to make sure it is absolute-
ly accurate. Messrs. Day and Preston ex-
plain it would be somewhat embarrassing to
tell a station its video signal was several
thousand cycles off and then discover that
the mobile unit was at fault.
As a result of constant equip-
ment checks, the Commission
engineers have not made such
an error.
The monitoring units basic-
ally are high-priced, elaborate
tv receivers built at a cost of
approximately $33,000 (in-
cluding labor) each. Equip-
ment (none of which was de-
signed originally for mobile
use) in each unit includes
DuMont Model 280 oscillo-
scope; Tektronix Model 535
wide range oscilloscope;
Gertsch Model AM-1 fre-
quency measuring assembly;
Hewlett-Packard Model 524-
B electronic counter; Hew-
lett-Packard Model 612-A
uhf standard signal generator;
Page 56 • December 2, 1957
Measurements Corp. Model 80 vhf standard
signal generator.
Also, Advance Electronics Co. Types 506
and 508 continuously variable RF delay
lines; Trad Tv Corp. Model AT- 120 RF at-
tenuator; Porarad Model M-200 color video
monitor; RCA Model TM-2D monochrome
video monitor; Panoramic Radio Corp.
Model SA-8 Type T- 10,000 spectrum analy-
zer; Standard Coil Co. vhf-uhf tuners; RCA
Type WV 97A vacuum tube volt-ohmmeter;
Precision Type 10-54P tube tester; Lambda
Model 28-M and 33-M regulated power sup-
plies; National NC-125 receiver; relay rack
cabinets and associated shock mounts; air
conditioner, and associated smaller electrical
items necessary in operating the equipment.
Both units are installed on International IV2
ton delivery-type truck chasses.
The FCC lists three reasons why it is
"mandatory that the enforcement program
be accomplished by means of mobile facili-
ties." They are:
"(1) The tv coverage of monitoring sta-
tions is very limited. [The Commission has
18 permanent monitoring stations through-
out the country.]
"(2) A number of very expensive instru-
ments are required for tv engineering en-
forcement. Providing all monitoring sta-
tions with this equipment would be too ex-
pensive.
"(3) It is essential that engineers who
carry out this program be specially trained
for this work and that they spend their full
time on this activity. Having engineers
trained especially for this duty at each moni-
toring station would not be economically
practical."
In the two years the eastern unit has
been in operation, Mr. Day has covered
from Bangor, Me., to San Antonio, Tex.,
giving him ample opportunity to "follow the
season." He reports the stations have been
100% cooperative to date; he has yet to
issue his first citation for a violation.
While not secretive about their opera-
tions, Messrs. Day and Preston do not an-
WITH space at a premium inside the mobile monitors, equipment is
mounted at the front end of the truck bed on racks. In the portion of
the equipment above (I), the black-and-white monitor is connected to the
unit's oscilloscope as the electronic trace pattern of a station is checked.
The panel on the right shows an exterior view of one of the units with
power cable connected and the detachable antenna in place
nounce their presence to stations prior to
the monitoring operation. A unit moves into
an area and generally sets up at a motel,
or wherever a commercial power supply is
available. After monitoring a station, the
mobile engineer then will call on the sta-
tion's chief engineer to discuss any faults.
In many instances, the station engineer
and management will make a personal trip
to the monitoring unit following the FCC's
visit to the station. This proves beneficial,
Mr. Day said, in allowing the station's en-
gineer to "see" the imperfections found in
his signal. The visit also makes him more
receptive to suggestions for improvement
or corrections.
Some minor technical fault can be found
at every station. Areas in which common
errors usually are discovered include "Vene-
tian blind" interference between co-channel
stations, offset carrier spacing, horizontal,
vertical and equalizing pulse rates, vestigal
side bands, sound carrier frequency, line
frequency, video wave form and phase,
black and gray levels with respect to syn-
chronizing pulse levels and spectral distri-
bution.
Broadcasting watched Mr. Day monitor
(informally) a Baltimore station with the
newest mobile unit. The station's electronic
trace (called the "front and back porch"
pictures by engineers) on the oscilloscope
was found to be well within Commission
requirements, as were other signal com-
ponents.
"The basic purpose of these mobile
monitoring units is to provide for better
tv service to the U. S. public," Mr. Kratok-
vil said. "The units act as a means of en-
forcement but cooperation with telecasters
is our method of operation. Help is given
to telecasters but improper conditions also
must be corrected."
Both Mr. Kratokvil and his boss, George
Turner, chief of the Field Engineering &
Monitoring Bureau, point out a valuable,
more intangible asset of the field monitors.
Many of the smaller tv stations do not have
the personnel or equipment essential for
complete and thorough checking of the sta-
tion's operation. The mobile units are able
to provide this service.
Individual stations look to the monitoring
unit for aid: one station engi-
neer drove 70 miles to see the
mobile tv unit in operation
and get information to im-
prove the color tv transmis-
sions of his station. After a
visit from the mobile unit an-
other station wrote the Com-
mission: "They made a num-
ber of helpful suggestions in
our operation. We don't know
whether they have any reason
for citing us, but we will find
this out soon, no doubt. How-
ever, they were really helpful
and courteous. . . . We are
actually looking forward to
another such visit."
Illustrating the expedients
used by some stations which
lack proper equipment, one
Broadcasting
LET'S FACE IT
t^aa Ctf^fc IjOollU ARC.
Ask any experienced media man. The Audit
Bureau of Circulations (more informally known
as the ABC) stands for no nonsense when it comes
to analyzing one of its members' paid distribution.
Other methods of tallying circulation concern
themselves primarily with quantity; only vaguely
with quality ... or with classifying, rechecking,
separating haphazard giveaway copies from bona
fide subscribers who pay for theirs. It's the kind
of addition that pays no attention to padding.
Quantity figures may look impressive. (A nickel is
over twice the size of a dime — but worth only half
as much.) There is a vast difference, however, be-
tween somebody who gets a free magazine whether
or not he wants it, and someone who must spend
money to be sure he gets it.
This is why membership in the Audit Bureau of
Circulation is the truest test of a publication's
stature. For the ABC audits and verifies paid cir-
culation only . . . does it impartially, strictly with-
out compromise or guesswork. The sleight-of-hand
to fool ABC examiners has never been invented.
Of the several business publications that seek to
cover the radio and television fields, only BROAD-
CASTING can offer you an ABC statement. It veri-
fies a paid distribution for BROADCASTING aver-
aging 18,428 copies in the last six-month period
audited — which is even more than the paid circula-
tion claimed (in various occult ways) by the other
radio-tv magazines combined.
BROADCASTING takes your advertising where
you want it to go.* The others will assure you that
they do, too. The difference is a matter of logic.
Since more people pay to get BROADCASTING,
you can be mighty sure that more people . . . pay-
ing people . . . are going to read what you have to
say. The result is advertising that pays its way, too!
*
To the 40 biggest-billing radio-tv
agencies, for example? BROADCAST-
ING has over 5,100 paid-for sub-
scriptions in the agency -Sc-advertiser
fields. More than 1,000 key persons
are included from the Big 40 that
spent nearly one billion dollars in
radio-tv last year!
The Businessweekly of Television and Radio
1735 DeSales Street, N.W., Washington, D. C.
a member of the Audit Bureau of Circulations
Broadcasting
December 2, 1957 • Page 57
GOVERNMENT continued
Billion - Dollar Market in
• Northern New England
h Station Sells It Better!
WCSH-TV in the Portland, Maine
Trading Area
65% of Maine's retail sales dollars and 31%
of New Hampshire's are spent in this 13-county
market, and . . .
WCSH-TV penetrates more of its 173,152 TV
households than competing stations. (NCS #2)
These viewers watch Channel 6 more . . .
329.5 quarter hours out of 420 polled, 83
for No. 2 station, 7.5 for No. 3.
(Pulse area study May 1957)
Ask your Weed-Television man to show you
comparative coverage maps recently supplied
to him.
WCSH-TV
PORTLAND, MAINE
Planned and Manned for Sales
Page 58 • December 2, 1957
ADJUSTING the portable antenna for the
FCC's newest tv mobile monitoring unit to
pick up the signal of a Baltimore station are
FCC engineers Raymond L. Day (I) and
Kenneth V. Preston.
station projected its motion pictures on a
ground glass plate mounted on a studio
wall. The tv camera then was focused on
the plate. "The quality of the picture may
well be imagined," was the only comment
made by the FCC engineer who came across
this arrangement.
While in the field, Mr. Day and Mr.
Preston are assisted by an engineer as-
signed to the FCC region in which they are
operating. Ghosting and reflection from
moving vehicles are chief sources of inter-
ference for the field engineers. Another
time-consuming and "frustrating experi-
ence" for the monitoring personnel is "to
search for the small road that leads through
a barnyard, forks at a lone pine tree, fords
a creek and finally corkscrews up a moun-
tainside . . ." to the station's transmitter.
"We often have to call for help," reports
Mr. Day.
By their very methods of operation,
Messrs. Day and Preston are convincing the
station engineer and manager that "we are
not just some more bureaucrats sent out
from Washington to harass him." As this
conviction grows, the mobile units are more
and more able to provide mutual benefits
to stations and the FCC.
U. S., Mexico Reach Agreement
On UHF Assignments Near Border
The U. S. and Mexico last week reached
an agreement on a table of allocations for
uhf channels in border areas. The agree-
ment, which now goes to the governments
of the two countries for ratification, was
reached after 1 Vi weeks of talks at the FCC
[At Deadline, Nov. 18] and covers as-
signments within 200 miles of the border.
No existing U. S. stations will be affected
by the agreement but it was indicated some
present allocations will have to be changed.
Mexico currently is not using the uhf band.
Representing the U. S. in the talks were
Comr. Rosel Hyde, James E. Barr, Hart S.
Cowperthwait, Bruce S. Longfellow, all of
the FCC, and John S. Cross of the State
Dept. Sr. Carlos Nunes, Mexican Ministry
of Communications & Public Works, was in
charge of the Mexican delegation.
Broadcasting
(This is one of a series of full page ads appearing regularly in the NEW YORK TIMES)
"Leading Stations ' Strategy Documented by Politz Research
Radio is the constant companion of the American people.
It entertains and serves busy Americans no matter where
they are— no matter what they are doing.
This unique characteristic of radio has been substantiated
through a series of continuing studies conducted by Alfred
Politz Research. In addition, Politz has revealed that the
radio audience is intensely selective in its choice of stations.
The combination of these two facts provide the nucleus of
a successful advertising strategy called The Nation's Voice.
Because of this high selectivity on the part of the public,
it takes only 48 stations out of 3,000 now broadcasting to put
85% of America's adults within your reach.
The 48 stations comprising The Nation's Voice are located
in the important centers of population. They reach the great-
est number of adults. They have the listener's trust and con-
fidence—by margins up to ten to one. And these listeners not
only hear . . . they heed!
These facts have been confirmed again and again. There
are seven separate Politz studies now available. Five of these
present complete data for divergent markets served by in-
dividual great stations- The sixth, recently released, develops
complete data for Upstate New York— served by four great
stations. Now the latest study, conducted nationwide, adds
new detailed information both on radio and on the reach
and value of The Nation's Voice strategy.
This strategy is effective for budgets small and large.
Whatever you are selling and whatever the appropriation,
it will pay you to investigate the sales power of The Nation's
Voice. Just call the nearest Christal office.
WBAL Baltimore
KOA Denver
KTHS LiHle Rock
WTMJ Milwaukee
Represented Nationally by
FIRST ON EVERY LIST ARE THESE IB GREAT RAOIO STATIONS
WAPI Birmingham v ft WBEN Buffalo
WJR Detroit
KFI Los Angeles
WHAM Rochester
WGY Schenectady KWKH Shreveport
WTIC Hartford
WHAS Louisville
WSYR Syracuse
WGAR Cleveland
WDAF Kansas City
WCKR Miami
WTAG Worcester
HENRY I. CHRISTAL COMPANY, INC.
NEW YORK • CHICAGO • DETROIT • BOSTON • SAN FRANCISCO • ATLANTA
GOVERNMENT continued
LEGAL QUESTION
If the FCC approves an action,
can the Justice Dept. properly at-
tempt to have it put aside? That was
the question argued last week before
a federal judge in Philadelphia when
RCA-NBC moved for dismissal of the
government's antitrust suit against the
network. Involved is NBC's 1955 ac-
quisition of the Westinghouse stations
in Philadelphia in exchange for NBC's
stations in Cleveland. RCA-NBC at-
torney Bernard Segal charged that the
FCC and the Justice Dept. differ in
their views on what constitutes an
antitrust violation. Justice Dept. law-
yer Bernard M. Hollander claimed
that it is up to the courts to enforce
the Sherman Act and that the FCC
does not have the power to do so.
Judge William H. Kirkpatrick re-
served decision.
Political Controversy Raised
In Hearing on WGAV Grant
The issue of whether a pre-recorded po-
litical broadcast was improperly edited be-
came a main factor in an FCC hearing last
week on the protested grant to Walter T.
Gaines of a new am station (WGAV) in
Amsterdam, N. Y. WCSS Amsterdam pro-
tested the grant, questioning among other
things the financial and personal qualifica-
tions of Mr. Gaines, formerly general man-
ager of WCSS.
WCSS also charged that Mr. Gaines vio-
lated various FCC rules while he was general
manager of the station. In support of this
contention, Donald Campbell, state assem-
blyman, testified that while seeking re-elec-
tion he pre-recorded a speech at the station
in October 1954. The tape was to be used
for two broadcasts. During the second
broadcast "When it came to a portion to
which I knew Gaines objected, there was
no sound," Mr. Campbell stated. "Finally
the sound came back on. About 40 words
were left out."
Mr. Campbell said he immediately called
WCSS and attempted to buy the tape but was
told that he would have to see Mr. Gaines.
The following week, he said, Mr. Gaines
told him the tape had been erased.
Earlier in the hearing, Mr. Gaines had
testified that he knew nothing of what hap-
pened to the tape and denied censoring it
or instructing any WCSS employe to do
so.
Last Sept. 18, the Commission stayed the
effective date of its grant to Mr. Gaines. Af-
ter a hearing last Monday-Wednesday, Hear-
ing Examiner Elizabeth Smith ordered the
record closed in the case.
ASP Asks WLBT (TV) Tower Okay
The Air Space Panel of the Air Coordi-
nating Committee has recommended FCC
approval of the WLBT (TV) Jackson, Miss.,
request to build a new tower 1,529 feet
above ground, southwest of Hawkins Field
Page 60 • December 2, 1957
there; this would replace the station's old
tower northeast of Jackson. Lamar Life
Broadcasting Co., WLBT licensee, was asked
by ASP as part of its approval of the tower
request, to meet certain safety stipulations,
including demolition of the old WLBT
tower so as not to interfere with a new
airport to be built in the vicinity.
KCOP Tv Amends Program Plans
Pending Purchase of KCOP (TV)
KCOP Tv Inc., which is seeking FCC
approval to purchase KCOP (TV) Los An-
geles from the Copley Press, last week
amended its proposed programming sched-
ule to reflect changes it plans to make in
the station's present schedule.
The Commission had asked for this ad-
ditional information following a protest by
the National Assn. for Better Radio and Tv,
which claimed the present KCOP program-
ming is not in the public interest [Govern-
ment, Nov. 25]. Kenyon Brown, who will
own 25% of the station and become presi-
dent if the transfer is approved, told the
FCC the following changes will be made in
the KCOP programming:
"(1) Change the ratio between commer-
cial and sustaining time by decreasing the
amount of time devoted to commercial
programs and increasing the amount de-
voted to sustaining programs; (2) increasing
the amount of time devoted to programs
of a purely public service nature; (3) in-
creasing the percentage of broadcast time
in what KCOP Tv Inc. considers the critical
program categories, i.e., religious, educa-
tional, discussion and news categories, and
(4) increasing the ratio of non-commercial
to commercial spot announcements."
Mr. Brown said he will reside in Cali-
fornia and will be active in the day-to-day
operation of KCOP. (Mr. Brown and his
partners, Bing Crosby, George Coleman
and Joseph Thomas sold KFEQ-AM-TV
St. Joseph, Mo., so Mr. Brown's time could
be spent in the operation of KCOP [At
Deadline, Aug. 26].) He also said that
Alvin G. Flanagan, currently assistant gen-
eral manager of KCOP, would become gen-
eral manager upon Commission approval of
the sale and that the present general man-
ager no longer would be associated with
the station.
FCC Reaffirms KGHL-TV Grant,
Denies Protests of KOOK-TV
The FCC reaffirmed a November 1955
grant to KGHL-TV Billings, Mont. (ch. 8),
and at the same time denied (for the second
time) protests of resident KOOK-TV Bil-
lings (ch. 2), which has maintained that city
could not support two outlets.
Last spring the Commission affirmed the
original grant to KGHL-TV, saying that it
is "entirely inappropriate" for FCC to con-
sider "the effect of a competitive service"
because of limitations imposed in the Com-
munications Act [At Deadline, April 22].
Last week it repeated this position.
ONE DAY STAND
American communications scientists
shot an ion layer into the sky last week
in a test designed to determine whether
long distance skip-wave radio com-
munications can be established during
the daytime. An Air Force Aerobee-
Hi-Hi rocket was sent more than 80
miles above the earth to discharge a
cloud of sodium vapor, which was
used to bounce radio signals over long
distances. Hundreds of amateur radio
hams participated in the test. Skip
transmissions whereby radio waves are
reflected off the ionosphere for long
distances occur only at night; scien-
tists believe sunlight dissipates the
ionized layer during daylight.
Black Ceases Operation of KTHE
Pending Resolution of License
William S. Black, charged by the FCC
with illegally operating KTHE Thermopolis,
Wyo., which he acquired without FCC ap-
proval following his purchase of the sta-
tion's equipment for $5,000 at a July 5
bankruptcy sale, has complied with Com-
mission orders [Government, Nov. 25]
and taken the station off the air.
According to the FCC last week, Mr.
Black had requested that he be informed of
the requirements necessary for him to re-
sume broadcasting activity with KTHE. The
Commission wired Mr. Black in reply that
he has no authorization for direct or indirect
operation of the station pending a decision
on his application for assignment of the
license. The Commission noted it would
send a letter indicating the deficiencies in
Mr. Black's application for the license.
Satellite Can Broadcast Tv
From Space, Says Navy's Hagen
Dr. John P. Hagen, director of the Navy
Vanguard satellite project, last Tuesday pre-
dicted in testimony before the Senate Pre-
paredness Subcommittee that an artificial
satellite whizzing around several hundred
miles in space one day will broadcast tv pro-
grams covering the whole U. S. The subcom-
mittee is holding hearings on the nation's
satellite program.
Such a satellite will have "very great mili-
tary implications," Dr. Hagen added, and
"is an obvious thing that will be done some
day." Several proposals have been put forth
in the past for a system of tv transmitters
which would relay signals from outer space
[Government, Oct. 14].
FCC Deletes Two Tvs
FCC has announced the deletion of ch.
69 WPKN (TV) Pekin, 111., and ch. 10
KABL-TV Helena, Mont., because both per-
mittees have failed to file for extensions of
construction permits or show any evidence
of intention to build. The two deletions
raises the totals to 152 uhf and 40 vhf
stations canceled.
Broadcasting
PROFESSIONAL SERVICES
Smith, Hennessey Partnership
Forms New Law Office in D. C.
George S. Smith and Philip J. Hennessey,
who are establishing their own law firm
[Closed Circuit, Nov. 4] have purchased
a building at 1240 19th St., N. W., Wash-
ington, to house the new firm of Smith &
Hennessey, effective Jan. 2. They are now
partners in the Washington communica-
tions law firm of Segal, Smith & Hennessey.
Making the shift with Messrs. Smith and
Hennessey are Quayle B. Smith, Warren D.
Quenstedt and Edwin S. Nail, attorneys with
the old firm, and Ward Miller, office man-
ager. The firm's telephone number will be
Executive 3-7242.
Paul M. Segal, senior member of the
firm which was organized in 1942, will con-
tinue to practice under his name at the cur-
rent location, 816 Connecticut Ave., N. W.,
telephone District 7-8797, after Jan. 1 . Rob-
ert A. Marmet of the present firm will re-
main in practice with Mr. Segal. Seymour
M. Chase, also a Segal, Smith & Hennessey
attorney, has not yet announced his future
plans.
Farmer, Nichols & Co. Formed
Farmer, Nichols & Co. has been formed
by J. Edwin Farmer, president of Capital
Services Assoc., public relations firm, and
Harry J. Nichols, owner and executive vice
president of Mumm, Mully & Nichols Inc.
The firm, located at 50 W. Broad St.,
Columbus, Ohio, will specialize in public
relations, marketing and association man-
agement counseling. Telephone number of
the new company is Capital 1-7409.
Talent Group Lists 51 Members
The Conference of Personal Managers
has ended its first year with a membership
of 27 west coast and 24 New York man-
agers. William Loeb, president, said the west
coast group alone represents clients with an
annual talent income of over $19 million —
31% from tv, 10% from motion pictures,
44% from night clubs, 5% from recordings
and 10% miscellaneous.
PROFESSIONAL SERVICES SHORTS
Siegmund-Naiman Inc., public relations
firm with offices at 120 56th St., N. Y. 22,
has been formed. New corporation will ab-
sorb accounts currently handled by G. J.
Siegmund Inc. Principals of new firm are
G. J. Siegmund, president, and Rita S. Nai-
man, secretary-treasurer. Paul F. Scheffels,
former account executive with Ben Sonnen-
berg Agency, will be director of operations,
in charge of all publicity, promotional and
public relations activities.
Rogers, Cowan & Jacobs (new public rela-
tions organization formed through merger
of Rogers & Cowan and Arthur P. Jacobs
Co.) has established new headquarters in
New York at 3 E. 54th St. Telephone
number: Templeton 8-0730.
Edward Gottleib & Assoc. Ltd., N. Y., pub-
lic relations firm announces move to 640
Fifth Ave., N. Y.
Miss Sally's Romper Room, delight of
the small fry set in Washington, is the apple of
the advertiser's eye, too . . . because it
produces rich fruits in the way of adult response,
by way of moppet demand. Romper Room
(11 a.m. to noon weekdays) has room for a
few more apple-seeking advertisers
who want results.
w
MU real lively daytime programming
wmal-tv
maximum power on channel 7 WASHINGTON, D.C.
AN EVENING STAR STATION
Represented by H-R Television, Inc.
Broadcasting
December 2, 1957 • Page 61
STATIONS
THEATRE CHAIN BUYS WDAF-AM-TV
• National Theatres pays $7.6 million for stations
• 'Kansas City Star' meets consent decree stipulation
One of the nation's major nationwide
movie theatre chains moved into television
station ownership last week when Elmer C.
Rhoden, president of the 320-theatre Na-
tional Theatres Inc., and Roy Roberts, presi-
dent of the Kansas City Star Co., announced
the sale of the Star's WDAF-AM-TV
Kansas City to the theatre exhibitor com-
pany [Closed Circuit, Nov. 25].
The $7.6 million cash purchase was an-
nounced officially last Tuesday. It followed
by three weeks the filing of an antitrust
consent decree by the newspaper company
agreeing to divest itself of its broadcast
properties. The consent decree was filed
after the newspaper was found guilty of
monopoly and attempted monopoly in the
news and advertising fields in Kansas City.
National Theatres is one of the largest
exhibition chains in the country. Successor
to the Fox Theatres chain, divorced from
20th Century-Fox in 1951 following a
Justice Dept. consent decree, it has movie
houses in 20 states from New York to Cal-
ifornia, concentrated mainly in the West
and Midwest.
Mr. Rhoden became president of $60 mil-
lion National Theatres in 1954, following
the death of Charles P. Skouras, brother of
Spyros P. Skouras, president of 20th Cen-
tury-Fox. Mr. Rhoden has been in the mo-
tion picture business for 40 years, and for
25 years before assuming the presidency of
National Theatres was head of Fox Midwest
Theatres, headquartered in Kansas City. Mr.
Rhoden still maintains a residence in Kan-
sas City. National Theatre's headquarters
are in Los Angeles.
The Kansas City stations will be under
the management of Charles L. Glett, for-
mer Don Lee and CBS executive, who is
president of National Film Investments Inc.,
a subsidiary of National Theatres which
only last month announced its new method
of wide-screen film projection, "Cinemir-
acle."
Mr. Glett, a 30-year veteran of the motion
picture industry, entered the television field
in 1949 when he became vice president in
charge of television of the Don Lee Broad-
casting System in Hollywood. In 1950, when
CBS bought the Los Angeles Don Lee
properties, Mr. Glett remained as an ad-
ministrative consultant and in 1951 was
named CBS vice president of both radio and
tv network services, Hollywood. In motion
pictures, Mr. Glett was associated in the
production of Academy Award winner
"The Devil and Daniel Webster" and "Duel
in the Sun."
One of National Theatres' subsidiaries,
Fox West Coast Theatres, holds a toll tv
franchise in Los Angeles. Paramount's In-
ternational Telemeter Corp. also holds a
Los Angeles pay tv franchise.
The only other country-wide motion pic-
ture exhibitor chain owning broadcasting
properties is American Broadcasting-Para-
mount Theatres Inc., which operates radio
and tv stations in New York, Los Angeles,
Page 62 • December 2, 1957
Chicago, San Francisco and Detroit. AB-PT
owns more than 500 theatres across the
country.
Among regional movie chains in tv owner-
ship are the Wometco circuit (Mitchell Wolf-
son-Sidney Meyer) owning WTVJ (TV)
Miami, Fla.; a 20% interest in WFGA-
TV Jacksonville, Fla., and a controlling in-
terest in WMTV (TV) Madison, Wis.; H&E
Balaban Corp., which owns 50% interests in
WICS (TV) Springfield, 111.; WTVO (TV)
Rockford, 111.; WMCN (TV) Grand Rapids,
Mich.; WBMG-TV Birmingham, Ala.;
WRIT Milwaukee, Wis., and 25% of KFBI
Wichita, Kan., and Video Independent
Theatres, which has a 12.5% interest in
KWTV (TV) Oklahoma City and owns
KVIT (TV) Santa Fe, N. M.
Motion picture producers in the broad-
casting field include Loew's Inc. (MGM),
which owns WMGM New York and a
MR. RHODEN MR. GLETT
25% interest in KTTV (TV) Los Angeles,
KTVR (TV) Denver and KMGM-TV Min-
neapolis, and Paramount Pictures Inc.,
which owns KTLA (TV) Los Angeles and
holds 26% of DuMont Broadcasting Corp.
(WNEW and WABD [TV] New York and
WTTG [TV] Washington).
Major tv film producer, National Telefilm
Assoc. has just bought 75% of KMGM-
TV Minneapolis, with FCC approval two
weeks ago. NTA is also seeking FCC ap-
proval of its $3.5 million purchase of
WAAT-AM-FM and WATV (TV) Newark-
New York.
The agreement signed last week calls for
a $500,000 deposit of earnest money by
National Theatres, with a $200,000 liqui-
dated damage clause if the theatre company
fails to complete its part of the bargain.
The contract carries a June 1, 1958 dead-
line date. It also allocates the amounts to
be paid for the WDAF properties — with
land and buildings valued at $2.5 million,
equipment $1.5 million and the remainder
$7.6 million signed to Network Affiliations,
contracts, and other intangibles.
Both Kansas City stations have been
operating since February 1953 without li-
cense extensions. The government filed its
antitrust suit in January 1953, and the FCC
has held the renewal applications in abey-
ance pending the outcome of the suit. The
newspaper firm was found guilty of monop-
oly and attempted monopoly in February
1955, with the company being fined $5,000
and Emil A. Sees, advertising manager,
$2,500. The Supreme Court refused to re-
view the criminal case decision last summer.
Ever since the court's findings, various
broadcast entities have reportedly negotiated
with the newspaper company for the proper-
ties, which were being offered it was under-
stood for $12 million.
Among these were Harold F. Gross,
WJIM-AM-TV Lansing, Mich.; Time Inc.,
J. H. Whitney & Co. and the Cox interests.
WDAF was a pioneer radio station, be-
ginning operations in 1922. It operates on
610 kc with 5 kw. WDAF-TV on ch. 4
began operating in 1949. Both are affiliated
with NBC.
Last week's announcement stated that the
stations would continue with NBC affilia-
tion and that there would be no change in
staff, except for H. Dean Fitzer, managing
director. Title to the stations will be held
in the name of a new operating subsidiary of
National Theatres.
Fire Destroys KFAR-AM-TV Gear;
Tv Outlet Forced Off Operations
KFAR-TV Fairbanks, Alaska, was forced
off the air Nov. 23 when an explosion and
fire gutted the four-story Lathrop Building,
which houses the station's studios and trans-
mitter. KFAR, whose studios also are lo-
cated in the building, was able to remain
on the air by transferring operations to its
transmitter site.
The fire was started by an explosion of
undetermined origin in an apartment on the
floor below the radio-tv stations (located on
the top floor) and raged out of control for
seven hours. A KFAR-AM-TV spokesman
said the stations' facilities located in the
building were virtually destroyed. The tv
station's tower atop the building was un-
damaged, however. No estimate was given
on the cost of replacement by KFAR-TV,
but the estimated damage to the entire
building and its contents was $1 million.
The tv station informed the FCC that it
would be necessary to remain dark for "30
to 60 days."
KTVF (TV) Fairbanks (CBS) has coop-
erated by offering to carry as many as pos-
sible of KFAR-TV 's ABC and NBC pro-
grams. KTVF was forced off the air last
year, and KFAR-TV then extended a sim-
ilar courtesy.
WCDA (TV) Becomes WTEN (TV)
Switches to Ch. 10, Ups Rates
WCDA (TV) Albany-Troy-Schenectady,
N. Y., was scheduled yesterday (Sunday)
to change its call letters to WTEN (TV),
simultaneously reverting from uhf ch. 41
to vhf ch. 10. At the same time, the sta-
tion's management put into effect a rate
card change, with Class A one-hour time
charges rising from $750 to $1,000.
The station, owned by Hudson Valley
Broadcasting Co., is a CBS-TV affiliate and
sister station of WROW Albany. The prin-
cipal stockholder is CBS news commentator
Lowell Thomas (21.11%). The company
also owns stations in New York State,
Massachusetts, North Carolina and Louisi-
ana. Harrington, Righter & Parsons rep-
resents WTEN (TV).
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December 2, 1957 • Page 63
STATIONS CONTINUED
RADIO OUTLETS VALUE PROMOTION
• Upped ratings, new local, national accounts seen as result
• E&E poll shows most will maintain or expand promotion
Radio stations today are promotion- and
advertising-conscious and for the most part
will maintain or expand station promotion
activities in 1958, according to results of a
study by Eye & Ear Inc., a new company
announced in New York last week (see page
40).
The survey indicated, E&E President Jack
Kayne pointed out, that most stations are
advertising; that this advertising and pro-
motion is building higher audience ratings
and developing more sponsors locally and
nationally; that they intend to continue and
in most cases to expand their advertising
and promotion programs in 1958. High-
lights of the survey:
1. Present station advertising and promo-
tion programs resulted in higher audience
ratings, increased the number of local spon-
sors and increased the number of national
accounts.
2. Of the stations responding, 77% used
newspaper advertising.
3. Planning to increase their advertising
budgets in 1958 were 41.8%, while 51.6%
plan to maintain their present budgets.
4. About 18% of the stations reported
using direct-to-the-home mail and plan to
continue. Others indicated they will try this
in 1958.
5. Of the stations responding, 62.3%
stated their present advertising and promo-
tion could be more effective.
The survey was conducted among 300
representative radio stations throughout the
country, covering all billing classifications.
A questionnaire was mailed Nov. 1 and
findings were tabulated on all answers re-
ceived by Nov. 20.
A copy of the questionnaire sent to the
300 radio stations, with responses from 122,
includes the following percentages. (Since
not all questionnaires were answered com-
pletely, some totals do not add up to 100%.)
1. Does your station do any of the follow-
ing types of advertising? Please check which
of the following you use.
A) Local newspaper tune-in ads 77%.
B) Direct mail to potential local adver-
tisers 77% .
C) Direct mail to national or regional
advertisers 68.9% .
D) Direct mail to advertising agencies
64.8%.
E) Direct mail to radio homes in your
market 18%.
2. Do you supply advertisers with:
A) Point of sale materials 58.2%
B) Other promotions 72.1%.
3. Do you use trade publication advertis-
ing to promote your station?
Yes . . . 45.9%.
No ... 51.6%.
4. Does your station employ an advertis-
ing agency?
Yes . . . 38.5%.
No . . . 59.8%.
5. Do you have a full time promotion
manager on your staff?
Yes . . . 23.9%.
No . . . 72.1%.
Do you have an advertising manager?
Yes . . . 39.3%.
6. How much of your annual advertising
and promotion budget is done by free-lance
work?
Very little . . . 67.2%.
About half . . . 14.5%.
Almost all . . . 12.9%.
7. Assuming that your advertising and
promotion budget will not be increased — do
you feel that it can be used more effectively?
Yes . . . 62.3%.
No . . . 30.3%.
8. Has your present program resulted in
higher audiences? ... 77%.
More local sponsors . . . 81.9%.
More national accounts . . . 66.2%.
9. What are you planning to do with
your advertising and promotion budget for
next year?
Increase it . . . 41.8%.
About half . . .14.5%.
Reduce it .
2.5%.
10. What is your approximate annual
budget for items checked in question No.
1? Approximate annual budget figures are
based on 63.9% of the stations who an-
swered this question.
Spent $1,000 to $2,000—56.4%.
Spent $2,001 to $4,000—12.-8%.
Spent $4,001 to $6,000— 7.7%.
Spent over $6,000—23.19%.
11. What is your approximate annual
budget for items you checked in question
No. 2? Approximate annual budget figures
based on 65.5% of the stations who an-
swered this question.
Spent $1,000 to $2,000—75%.
Spent $2,001 to $4,000—10%.
Spent $4,001 to $6,000—6.25%.
Spent over $6,000—8.75%.
WRAPPING UP the National Telefilm Assoc. purchase of 75% interest in United Tele-
vision Inc., licensee of KMGM-TV (ch. 9) Minneapolis-St. Paul, are (I to r) Thomas
P. Johnson, UTI board chairman, representing the sellers; Ely A. Landau, NT A board
chairman and chief executive officer, and Don Swartz, who was named by NTA as
general manager of KMGM-TV and is slated to become president. The transaction
marks NTA's entry into station ownership; the firm's purchase of WAAT-AM-FM-
WATV (TV) Newark awaits FCC approval.
Page 64 • December 2, 1957
NTA Announces Appointment
Of Swartz to Manage KMGM-TV
The appointment of Don Swartz, upper
midwest representative for National Telefilm
Assoc., as general manager of KMGM-TV
Minneapolis-St. Paul, was announced last
week by Ely A. Landau, board chairman of
NTA, which holds a 75% interest in United
Television Inc., operator of the station.
Mr. Swartz joined NTA in 1953 and
has represented the company in eight mid-
western states since that date. Earlier, he had
been in sales posts for Warner Bros, and had
been secretary of the North-Central Allied
Theatre Owners. Until he joined NTA, he
operated his own film distribution organiza-
tion, Independent Film Corp., in the Minne-
apolis area.
Mr. Swartz said KMGM-TV shortly plans
to expand its broadcast day by signing on
at 3 p.m. instead of 5 p.m. The station oper-
ates until 12 midnight.
The formal contract turning over 75%
interest in United Television Inc. to NTA
was signed last week following approval of
the transfer by FCC. The remaining 25%
interest in the company is held by Loew's
Inc., which acquired the stock interest when
the Metro-Goldwyn-Mayer library of feature
films was turned over to the station in the
summer of 1956.
Broadcasting
Lcmphear Heads Rollins Sales;
Walton Tops WNJR; Wencel, WBEE
Appointment of Albert R. Lanphear to
the newly-created post of director of sales
for Rollins Broadcasting Inc. and the selec-
tion of Hal Walton and Robert A. Wencel
as general managers of WNJR Newark and
WBEE Chicago, respectively, were an-
nounced last week by President O. Wayne
Rollins. The promotions are in line with
current expansion of the seven am outlets
and one tv station of Rollins Broadcasting.
Mr. Lanphear, who will headquarter in
LANPHEAR
WALTON
WENCEL
Wilmington, Del., has been general man-
ager of WNJR since 1953. He will be in
charge of sales, sales research and develop-
ment and sales promotion for all the Rollins
stations and the national sales offices in
New York, Chicago and St. Louis.
Mr. Walton becomes WNJR general man-
ager after serving as assistant manager. He
formerly was with WAAM-TV (now WJZ-
TV) Baltimore.
Similarly, Mr. Wencel takes over as gen-
eral manager of WBEE after serving as
assistant manager at that Rollins station. He
joined WBEE early in 1957 after serving at
WJOB Hammond and WWCA Gary, Ind.
Rollins stations, in addition to WNJR
and WBEE, are: KATZ St. Louis; WGEE
Indianapolis, Ind.; WRAP Norfolk, Va.;
WAMS Wilmington, Del.; WJWL George-
town, Del., and WPTZ-TV Plattsburgh, N.Y.
WSPR Becomes Independent
WSPR Springfield, Mass., dropped its
ABN affiliation as of Nov. 23 and became
an independent outlet, according to a state-
ment by station President Alan C. Tindal.
Mr. Tindal declared that this move will "not
effect a major programming change. . . ."
RETIRING after a 44-year career,
George M. Burbach (1), general man-
ager of Post-Dispatch stations KSD-
AM-TV St. Louis, Mo., was honored
at a luncheon given by Post-Dispatch
Publisher Joseph Pulitzer Jr. (c).
Robert Sarnoff (r), NBC president, at-
tending with other network executives,
called Mr. Burbach a "true pioneer
and leader in our industry."
captured at last in
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STATIONS CONTINUED
USING a camera equipped with a 40-in. telephoto lens, Skip Nelson, assistant photo
director at KSTP-TV St. Paul-Minneapolis (above), caught Sputnik II as it streaked
across the sky just east of Minnesota Nov. 5. A prismatic rifle spotting telescope was
placed beside the camera for use as a view finder. Result: clear 16 mm motion pictures
of the satellite (inset) which were sent to Chicago and used on an NBC news show
the next day.
Newsworthy News Coverage by Radio and Tv
WASHINGTON — News of the President s
illness broke in Washington shortly before
3 p.m., Nov. 26. At 3:09, WWDC Washing-
ton aired its first newscast of the situation,
had News Editor Joe Phipps, staffers Tom
Slinkard and Terry Sullivan rotating shifts
at the White House through the rest of the
day and through the night into the next
day. Taped reports from the newsmen were
aired on an unlimited news schedule.
Minutes after WWDC's first broadcast
Tuesday, the first call came in requesting
remote reports. During the day, WWDC fed
42 reports to six independent stations across
the country: KSFO San Francisco, first to re-
quest a remote, calling in at 3:09 according
to WWDC; KNUZ Houston; WERE Cleve-
land; WEMP Milwaukee; WCUE Akron,
Ohio, and WCEF Parkersburg, W. Va.
FRAMINGH AM — WKOX Framingham,
Mass., claims a nationwide beat on the recent
announcement of the American "meteorite
launching," airing the news five minutes
before the wire services got the story.
Tv Viewing High After Midnight,
According to Poll by KTTV (TV)
One-third of the television families polled
at the Los Angeles County Fair watch tv
after midnight once a week or oftener and
one-eighth watch after midnight every night,
according to KTTV (TV) Los Angeles.
Some 50 KTTV people staffed a booth at the
fair during its run, Sept. 13-29, collecting
more than 25,000 completed questionnaires
about the viewing habits of the respondents.
Answers to after-midnight-viewing que-
ries revealed that 83.8% watch tv at least
occasionally at that time; 32.6% watch once
a week or oftener; 15.4% watch more than
once a week and 12.8% watch every night.
Page 66 • December 2, 1957
DATELINES
KANSAS CITY — When a downtown building
exploded just five blocks from its studios,
WHB Kansas City was literally on top of
the news. Gregg Jordan put a bulletin
on the air immediately, other staffers set up
broadcasts originating from the roof of the
WHB studio building. Promotion manager
Don Loughnane had an on-the-spot broad-
cast aired fifteen minutes after the explosion.
WHB reported the fire in round-robin fash-
ion until it was under control, was com-
mended by city fire authorities for the sta-
tion's service in keeping the public out of
the area.
JACKSONVILLE — Don Smith of WMBR
Jacksonville, Fla., helped out a fellow fourth
estater threatened by an armed trial witness
and then acted quickly to report the skirmish
on the air. Foster Marshall Jr., photographer
for the Jacksonville Times-Union, was tak-
ing pictures of witnesses called by the Duval
County Grand Jury earlier this month. When
one reluctant subject pulled a gun on the
cameraman, Mr. Smith helped disarm him.
After participating in and broadcasting the
story, Mr. Smith was called to testify
about it.
BIRMINGHAM— Reporters of WABT (TV)
Birmingham are get-
ting the most out of
their medium as they
use pocket radio pag-
ers to keep in touch
with home base. The
|H| if - pager is a transistor
receiver weighing less
than a pound. Each
WABT newsman carries the pager at all
times and makes a point of listening to sig-
nals at regular intervals in case his number
is called. Pictured: WABT's Tom Hamlin.
Another question revealed that 10.3% of the
families include at least one member who
works a swing shift, supporting the 12.8%
daily post-midnight viewing figure. Only
11.2% said they never watch after mid-
night and 5% did not answer this question.
More than 80% of the tv families watch
an hour or more during weekday daytime
hours, 9 a.m.-6 p.m., the KTTV survey
discovered, with nearly 75% watching two
hours or more a day and nearly 40%
watching for more than three hours. Asked
specifically if they had watched tv the
previous afternoon, 36.4% replied yes and
of that group 62% were women and 38%
men.
Survey Brings Damage Suit
In Hornell, N. Y., Am Dispute
Legal action for damages ascribed to ef-
fects of the A. C. Nielsen Survey No. 2
have been filed by WLEA Hornell, N. Y.,
against WWHG, that city, and the survey
firm.
WWHG was charged with publishing in
the local Evening Tribune results of the NCS
study, purporting to show WWHG had an
audience twice as large as WLEA. The com-
plaint charges:
"Upon information and belief that no sur-
vey was made by the defendant A. C. Niel-
sen Co. in December 1956; that no accurate
survey was made in December 1956 or any
other time; that an accurate survey as of
December 1956 and/or as of May 1957
would have shown that radio station WLEA
had a greater listening audience than radio
station WWHG. . . ."
Charles D. Henderson, WLEA president,
said the action was taken "because there
seemed to be no other course to settle, once
and for all, the material damages which
were being done to many other radio and
tv stations as well as radio and tv artists by
some of the so-called experts and ratings
which are at the least, not properly indica-
tive of time audience reactions. The system
of ratings with all its mathematical uncer-
tainties has grown to such an extent that
broadcasting chains, the acts appearing on
them and the sponsors are virtually at the
mercy of these surveys. It is conceivable
that if this practice continues without proper
safeguards, that a virtual monopoly may be
established which could become monstrously
destructive to the broadcasting business."
Mr. Henderson said the suit is in line with
numerous complaints against surveys and
demands for investigation. "If we are suc-
cessful in this action," he said, "surveys in
the form of Nielsen No. 2 will no longer
plague the broadcast industry."
Miami Tv Cameramen to Appeal
Two Miami tv cameramen sentenced to
pay $25 fines for contempt of court plan to
appeal the sentences, they said last week.
Circuit Judge Vincent Giblin levied the
fines against Robert Brumfield of WTVJ
(TV), and Ben Silver of WCKT (TV). They
were charged with taking pictures of a rape
case defendant in the courthouse corridor
against the judge's instructions [Trade
Assns., Nov 11].
Broadcasting
Joyce Myron photographed in front of the California atomic-electric power plant built by Pacific Gas & Electric Company and
General Electric. With her are some of the men who operate the plant and the G-E Vallecitos Atomic Laboratory, site of the plant.
The girl, the men, and the atom
One of the happiest girls in the world is Joyce Myron, 18-
year-old college student of Drexel Institute of Technology.
She is known across America for her triumphs on TV's
"564,000 Question," where she brilliantly answered ques-
tions about the new science of atomic energy. And she
has interested millions in the exciting promise of the
peaceful atom.
This picture shows Joyce at the scene of one of her
TV appearances, an atomic-electric power plant near San
Francisco — the first completed among several now being
planned and built by electric light and power companies
and equipment manufacturers.
With Joyce are engineers and scientists who run the
plant and the nearby atomic laboratory. Most are only
a few years older than Joyce — members of the new gen-
eration that is unlocking the secrets of atomic energy.
We salute Joyce Myron and the other young atomic
scientists and engineers. Theirs is the privilege of putting
the atom to work — for power, for healing, and for other
and still unknown services to mankind.
America's Independent Electric Light and Power Companies*
* Company names on request through this magazine
Broadcasting
December 2, 1957 • Page 67
STATIONS CONTINUED
WWLP (TV) BUILDING UHF EMPIRE
WITH SATELLITES, TRANSLATORS
• Massachusetts outlet's object: valley's 1.25 million people
9 FCC officials, other uhf broadcasters tour area facilities
There's a uhf station in New England
that is building itself a regional empire
which — when completed — will make it the
equivalent in coverage of a high powered
vhf outlet like WGAL-TV Lancaster, Pa.,
in southeastern Pennsylvania, or WCIA-TV
Champaign, 111., in east central Illinois.
The station is NBC-affiliated ch. 22
WWLP (TV) Springfield, Mass. The avowed
goal of its hustling, young president, Wil-
liam L. Putnam, is service to Wa million
people who live in the Christmas card coun-
try of the Connecticut River Valley.
The valley stretches snake-like from the
Canadian border down to Long Island
Sound. Mr. Putnam is interested in only
that section beginning in the south at
Springfield, Mass., and going upriver to
such cities as Holyoke, Northampton, and
Greenfield, Mass.; Keene, Claremont, New-
port and Lebanon, N. H., and Brattleboro,
Bellows Falls, and White River lunction,
Vt. Springfield is the distribution center for
this region, which is in the shape of an
ellipse, about 150 miles long and from 10
to 30 miles wide at various points.
It is peopled with Yankee artisans whose
forbears settled this rugged New England
area in colonial times. It is a $1 billion
market.
The key to WWLP's strategy is the use of
translators — to fill in shadow areas within
its proper coverage area, and to extend cov-
erage to encompass the whole market.
To do this WWLP established a satellite
at Greenfield, Mass., 50 miles up the valley.
Ch. 32 WRLP (TV) Greenfield picks up
Springfield's ch. 22 off-air, and broadcasts
it throughout upper Massachusetts and low-
er New Hampshire.
It already has one translator, ch. 79, at
Claremont, N. H., on the outer rim of
WRLP's Grade B contour, and holds con-
struction permits for translators in New-
port, to the east of Claremont, and in Leb-
anon, to the north of Claremont.
It proposes, if all goes well, not only to
build these two other translators, but also to
fill in and round out this coverage with ad-
ditional translators. The firm has asked the
FCC to permit the use of ch. 72 in all these
installations — not only for promotional as-
sets but because of easier operation and
maintenance.
To show what it is doing and what it
plans to do — and to toot uhf s horn a bit —
WWLP's Mr. Putnam and the uhf associa-
tion, Committee for Competitive Television,
were hosts to the FCC last Nov. 24. A
planeful of FCC officials, including three
commissioners, plus uhf operators and oth-
ers left Washington at 7:30 a.m. and after
spending the entire day in the area, returned
to Washington at 10:30 p.m.
Unlike high powered vhf stations which
can site their antennas on the top of tall
mountains and pump low band signals out
50, 60 and even 75 miles, uhf stations have
a different problem. First of all the power
is not there, although present FCC rules
permit 5,000 kw for uhf stations. Secondly,
rough terrain is almost an insurmountable
barrier against good reception of uhf signals.
Thus uhf stations must plan coverage as
if they are playing chess — a main station
here, a satellite there, translators hither and
yon. If the WWLP activity is any criterion,
it works.
WWLP was established in March 1953.
Its ch. 22 signal is broadcast with 206 kw
from an antenna that is 700 ft. above
average terrain. The antenna is on top of
Provin Mt., overlooking the city of Spring-
field. The studio is at the transmitter site.
WWLP's Grade A signal encompasses
Holyoke, Northampton, Chicopee, Amherst
and Palmer, in addition to Springfield. This
means 500,000 people with a $600 million
annual retail sales market. Although
WWLP's Grade A contour also covers north
central Connecticut, including Hartford, this
is not counted.
The ch. 32 WRLP (TV) satellite is at
Greenfield, picking up and rebroadcasting
the WWLP signals. Its transmitter is atop
Gun Hill, in Winchester, N. H., with 200
kw from 918 ft. above average terrain. It
began operating July 1 this year, and its
Grade A signal covers Northfield, Athol,
Gardner, Turners Falls, Greenfield, Mass.;
Keene, N. H., and Brattleboro and Bellows
Falls, Vt. This is more than 125,000 people
and with $150 million in retail sales.
The Claremont translator, using WRLP's
ch. 32, was put into operation this past sum-
mer. It serves about 14,000 people on the
Grade B fringe of WRLP. It cost $4,600 to
construct, and consists of an Adler 10 w
transmitter, with a Blonder-Tongue con-
verter. It is located about half way up Green
Mt., 2Vi miles northeast of Claremont. Its
output is 64 w, from an 80-ft. tower. The
translator is put on and off the air via
WRLP's carrier. It also is controlled by a
switch at the home of the owner of the land
on which it is located. The whole gear is
housed in a wooden shack about 8x8x8
ft. Power was run up about half mile
from the nearest power line. WRLP pays
$50 a year for rent of the land.
The translator is serviced by a Claremont
radio-tv serviceman. It is also checked twice
weekly by WRLP chief engineer John A.
Fergie.
This whole upper area is served by com-
munity antenna systems. There is one in
Claremont, in Keene, in Lebanon, in New-
port, in Bellows Falls and in Brattleboro.
The Claremont cable system claims 1,500
subscribers; the others range from 250
(Keene) to 1,500 (Brattleboro).
WRLP is on the cable in Keene and in
Brattleboro. In Claremont WRLP has not
yet persuaded the local cable company to
include its signals on the cable.
The cable companies bring the big city
station signals to subscribers for an instal-
lation fee (running up to $150) plus month-
ly charges ($1.75 and up). They pick up
and relay by coaxial cable the signals of
ch. 9 WMUR-TV Manchester, N. H.; ch. 8
WMTW (TV) Mt. Washington (Poland
Spring, Me.); ch. 3 WCAX-TV Burlington,
Vt., and in some areas the Boston vhf
outlets.
Viewing the three types of signals on
receivers in this mountainous area (some
viewers still pull in vhf transmission from
30 ft. yagi arrays), it was apparent that
both the cable pictures and the uhf pictures
are equal — and both are better than the
snowy vhf off-air pictures.
The Springfield station and the Green-
field satellite are sold as one package for
national advertising. In July of this year,
after the satellite began operating, WWLP's
Class AA time charges (8-10 p.m.) jumped
from $600 to $700 for one hour one time.
One minute in the same time strip went from
$140 to $170, and 20 seconds from $120
CCT, WWLP (TV)
Three FCC commissioners and five
staff officials were the guests of the uhf
Committee for Competitive Television
on its "expedition" to New England
Nov. 22 where the group was hosted
by ch. 22 WWLP (TV) Springfield,
Mass.
The trip began at Washington's Na-
tional Airport at 7:30 a.m., with the
chartered DC-3 setting down first at
Keene, N. H., then at Springfield,
Mass., and returning to Washington
at 10:30 p.m. the same day. While at
Keene and at Springfield, the FCC
contingent and others were toured
through ch. 32 WRLP (TV) Green-
field, Mass., and ch. 22 WWLP. A
number of parties were taken to re-
ception points in both areas.
Those in the party were FCC
Chairman John C. Doerfer, Comrs.
CONDUCT TOUR
Rosel H. Hyde and Richard A. Mack;
Harold G. Cowgill, Broadcast Bureau
chief; Mary Jane Morris, FCC secre-
tary; Max Paglin, legal assistant to
Comr. Robert T. Bartley; Daniel
Jacobson, engineering assistant to
Comr. Frederick W. Ford, and Hart
S. Cowperthwait, chief of rules and
standard division, Broadcast Bureau.
Among the broadcasters were John
W. English. WSEE-TV Erie, Pa.,
chairman of CCT; Warren P. Wil-
liamson Jr., WKBN-TV Youngstown,
Ohio; Harold V. Phillips, WTVH
(TV) Peoria, 111.; Thomas P. Chisman.
WVEC-TV Norfolk, Va., and Wallace
M. Bradley, executive director, CCT.
Also Dr. George H. Town, execu-
tive director, Television Allocation
Study Organization, and Washington
attorneys, James A. McKenna Jr.,
Michael H. Bader and Edwark Zekas.
Page 68 • December 2, 1957
Broadcasting
£5
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December 2, 1957 • Page 69
STATIONS CONTINUED
PERSONNEL RELATIONS
OTHER WAYS
The WWLP program is, of course,
not the only means of regional cover-
age. Out in the Northwest, KIMA-TV
Yakima, Wash., has established a
regional grouping through the use of
satellite stations in Pasco and Ephrata,
both Washington, and Lewiston,
Idaho. All are uhf stations. In Mon-
tana, KXLF-TV in Butte on ch. 4 is
the mother station of satellite KXLJ-
TV Helena, on ch. 12. And in North
Dakota, ch. 5 KFYR-TV Bismarck,
feeds its programs to satellite ch. 8
KUMV-TV Williston.
to $140. It is planned to sell the whole area
as one coverage.
Although WRLP operates substantially as
a satellite of WWLP, it programs from an
hour to IV2 hours weekly live as a local
showcase.
Both stations are sold separately for local
business.
William L. Putnam, the 33-year-old son
of Roger L. Putnam, major stockholder in
Springfield Television Broadcasting Corp.,
is a young man in a hurry. He is a former
Springfield Chamber of Commerce official.
He sees Springfield as the crossroads of this
area of New England. Springfield is a dis-
tribution point for all major manufactured
goods and raw materials, he points out. The
raw materials are shipped up the Connecti-
cut River Valley for fabrication. The area
is studded with companies noted for pre-
cision products.
The Putnams and their associates have put
$650,000 into the WWLP-WRLP plant and
operation. The company, Mr. Putnam dis-
closed, now is billing at a rate of $1 million
annually, but profits have been slim or nil
as income is used to expand. WRLP is
costing $16,000 per month to operate, Mr.
Putnam declared, although he was quick to
point out that already it is taking in about
$4,400 monthly from local advertisers.
There are 80 people on the staff.
George R. Townsend, vice president in
charge of development, has some interesting
figures regarding the costs of translators.
The Claremont translator cost the company
30^ a person, he declared, and other such
"booster" coverage should not cost more
than $1 per person.
Mr. Townsend has one perceptive observa-
tion about the competition between cable
systems and translators. Viewers who are
hooked up to cable companies are not apt
to cancel because there is one free signal
on the air (after all they get a choice of
from three to five signals in most areas from
the cable companies). But, Mr. Townsend
speculates, if there were two, or maybe
three free signals available to viewers so
there is a choice of two or three networks,
then. ....
MEANY FAVORS RTDG
IN DIRECTORS ROW
• NABET position ruled out
• Union head's decision final
On matters not of a technical nature, pro-
gram directors have the right to direct tech-
nical crew members, AFL-CIO President
George Meany ruled last Wednesday.
The decision, effective Jan. I, 1958, was
an outgrowth of a dispute that erupted ear-
lier this month between the Radio-Television
Directors Guild (RTDG) and the National
Assn. of Broadcast Employes & Technicians
(NABET)— a quarrel that buffeted NBC-TV
between union stratagems [Personnel Re-
lations, Nov. 18, 11]. Both factions agreed
a fortnight ago to abide by Mr. Meany's
arbitration.
NABET had argued that only technical
directors [NABET members] could issue in-
struction of any nature and at any time to
technical crew members [also NABET] on
tv shows. RTDG contended that program
directors had the right to directly com-
municate production instructions on tv
shows during rehearsals other than dress re-
hearsals and during the telecast of unre-
hearsed shows. RTDG conceded program
directors should not give technical instruc-
tions to technical crews nor should pro-
gram directors give any instructions of any
sort to technical crews during dress re-
hearsals or during telecasts of rehearsed
shows.
NABET, in its brief to Mr. Meany.
claimed RTDG had improperly negotiated
in its latest (April 1, 1956) contract with
NBC for a provision that permitted the dis-
puted right to program directors. NABET
pointed to language in its earlier agreements
and the long established practice at the net-
work whereby program directors in the past
did not communicate directly with technical
crew members.
Mr. Meany, however, said it is "very
doubtful" whether NABET ever had the as-
serted right against NBC when RTDG ne-
gotiated its 1956 contract. He said that in a
1955 renegotiation of contract between
NABET and NBC, the network "explicitly
reserved the limited right of direct com-
munication for the program directors which
is now at issue."
The AFL-CIO head said RTDG's action
is not a "raid" or "invasion" of NABET's
jurisdiction. "On the contrary," Mr. Meany
said, "the 1956 RTDG agreement explicitly
and carefully recognizes NABET's estab-
lished collective bargaining relationship with
NBC, and simply secures for the program
directors those rights of direct communica-
tion with the technical crew not barred by
the NABET agreements."
Mr. Meany, in setting the Jan. 1 effective
date, pointed out that this would allow the
unions sufficient time to reach an under-
standing on how to put his decision into ef-
fect "harmoniously and beneficially." He
suggested that the two unions invite NBC
to participate in the deliberations.
The AFL-CIO head pointed out that both
He consistently runs away with highest
ratings in major markets, beating such
shows as Whirlybirds, Dr. Christian,
State Trooper, Silent Service, Cochise,
Susie, $64,000 Challenge, Father Knows
Best, Person to Person, Studio One,
Steve Allen, Million Dollar Movie, and
Famous Film Festival, creating impres-
sive sales power for top national spon-
sors. For a full report, contact
OFFICIAL FILMS, Inc.
25 West 45th Street, New York, N. Y.
REPRESENTATIVES: Atlanta • Beverly Hills • Chicago • Dallas • Minneapolis • San Francisco • St. Louis
Page 70 • December 2, 1957
Broadcasting
unions should recognize their responsibilities
to the general public as well as to NBC and
the unions' members. "Maintenance of high
artistic and technical standards" demand
full cooperation of all concerned with the
production of a tv program, he declared.
"Anything less than a smooth and mutu-
ally satisfactory working relationship among
the members of NABET and RTDG can
easily destroy the quality of the product,"
Mr. Meany said. "This must not be allowed
to happen."
NLRB Sides With CBS
In Fight With Local
CBS Inc. last week chalked up the first
major victory in its protracted battle with
Local 1212, International Brotherhood of
Electrical Workers, as the National Labor
Relations Board sustained the network's
right to assign remote lighting to whichever
union it chooses.
NLRB made plain, however, that it is
"not by this action to be regarded as 'assign-
ing' the work in question" to Local 1, In-
ternational Alliance of Theatrical Stage
Employes, a party to CBS' action against
IBEW. The NLRB decision arises from a
strike by Local 1212 at a WCBS-TV New
York telecast last spring after CBS refused
the union's demands to handle remote light-
ing on the program [Personnel Relations,
April 29]. NLRB also ordered Local 1212
last week to declare in writing — by this
Thursday — "whether or not it will refrain
from forcing or requiring CBS ... to as-
sign the disputed work to its members rather
than to other employes of CBS. . . ."
The NLRB decision stems from Local
1 21 2's insistence that it, not IATSE Local
1, had jurisdictional rights to handle remote
lighting for a special events program in
New York April 21. On April 26, CBS
filed charges with NLRB that the IBEW
local was engaging in certain unfair labor
practices which CBS felt to be in violation
of the National Labor Relations Act. In
effect, this particular jurisdictional dispute
between the two unions — in which CBS
finds itself in the middle — had its origins on
June 23, 1955, when CBS signed a work
contract with the IATSE local. At the time,
CBS refused Local l's demand to include
remote lighting assignments in the coverage
agreement, a refusal repeated May 1, 1956,
when Local 1212 demanded the same clause
to be inserted into its contract with CBS.
In both instances, the network, according to
labor relations Vice President William C.
Fitts Jr., refused to meet the unions' de-
mand on the ground that rival locals "had
failed to agree on the resolution of this
jurisdictional dispute over remote lighting."
Thus, when the conflict came to a head
last spring over the "Tony" awards telecast,
CBS told NLRB that Local 1212 was not
entitled to strike because the disputed work
was not covered in either local's contract
with the network. Local 1212, though it
could have done so, did not file a brief with
NLRB stating its case, but at a hearing, it
contended that it hadn't struck at CBS and
that "in any event" the work was covered
by its certification.
AMPEX AUTOMATIC PROGRAMMING
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of automation. Tomorrow there will be few station operators who
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and profitable to take the first step toward automation. Installing
an Ampex Model 355 Integrator, at a cost of well under $1000,
provides a variety of basic automatic functions adaptable to a
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Whether you're interested for today or for the future, it will be
helpful to have the facts from Ampex. Call in the Ampex man,
or send for the new Ampex Automatic Programming Brochure.
854 CHARTER STREET, REDWOOD CITY, CALIFORNIA
Ampex
CORPORATION
professional
products division
Broadcasting
December 2, 1957 • Page 71
FILM
THE 10 TOP FILMS
IN 10 MAJOR MARKETS
AS RATED BY ARB OCTOBER
FROM the monthly audience surveys of American
Research Bureau, Broadcasting each month lists the
10 top-rated syndicated film programs in 10 major
markets, selected to represent all parts of the country
with various degrees of competition. Despite all pre-
cautions, occasional errors will occur in these tables,
due to use of the same program name for both a syn-
dicated and a network series and the practice of some
stations of substituting local titles (such as [advertiser]
Theatre) for real program names.
NEW YORK seven-station market SEATTLE-TACOMA four-station market
Rank Program Distr.
1. Highway Patrol (Ziv)
2. The Honeymooners
(CBS Film)
3. Code 3 (ABC-Film)
4. Death Valley Days (McC-E)
5. If You Had a Million
(MCA-Tv)
6. Silent Service (NBC Film)
7. Sheriff of Cochise (NTA)
8. Harbor Command (Ziv)
9. Life with Father (CBS Film)
10. Looney Tunes
(Guild & AAP)
Day & Time
Sta.
Rating
Mon.
7:00
WRCA
-TV
20.4
Tues.
7:00
WRCA
-TV
19.1
Wed.
10:30
WRCA
■TV
16.1
Wed.
7:00
WRCA
■TV
12.9
Sat.
7:00
WCBS-
TV
11.8
Fri.
7:00
WRCA
TV
11.2
Thurs
7:00
WABD
8.5
Fri.
10:30
WABC-
TV
7.7
Fri.
8:00
WPIX
7.6
Mon.-
6:30
Sat.
WABD
7.4
Rank Program Distr.
1. Badge 714 (NBC Film)
1. Whirlybirds (CBS Film)
2. Search For Adven. (Bagnall)
3. Death Valley Days (McC-E)
4. Highway Patrol (Ziv)
5. Men of Annapolis (Ziv)
6. Sheriff of Cochise (NTA)
7. Silent Service (NBC Film)
8. Judge Roy Bean
(Screencraft)
8. Kingdom of the Sea (Guild)
9. Last of Mohicans (TPA)
10. Studio 57 (MCA-TV)
Day & Time
Sta. Rating
Sun.
6:00
KING-TV
27.5
Thurs.
7:00
KING-TV
27.5
Mon.
7:00
KING-TV
25.8
Thurs.
9:00
KOMO-TV
24.1
Thurs.
7:00
KOMO-TV
23.8
Fri.
10:00
KOMO-TV
22.9
Sat.
7:00
KING-TV
20.0
Wed.
7:30
KING-TV
19.3
Wed.
7:00
KING-TV
18.8
Tues.
7:00
KOMO-TV
18.8
Mon.
6:00
KING-TV
17.6
Fri.
7:00
KING-TV
16.7
LOS ANGELES seven-station market CLEVELAND three-station market
Rank Program Distr.
1. Search. For Adven. (Bagnall)
2. Frontier (NBC-Tv)
3. Gray Ghost (CBS-Tv)
4. Whirlybirds (CBS-Tv)
5. Our Miss Brooks (CBS-Tv)
6. Sheriff of Cochise (NTA)
7. Highway Patrol (Ziv)
8. Men of Annapolis (Ziv)
9. Frontier Doctor (H-Tv)
9. Topper (Telestar)
10. The Honeymooners (CBS-Tv)
Day & Time
Sta.
Rating
Thurs.
7:00
KCOP
15.4
Sat.
7:00
KRCA
14.2
Mon.
7:30
KTTV
13.9
Mon.
7:30
KHJ-TV
13.6
Sat.
6:00
KNXT
13.3
Sat.
7:30
KTTV
13.1
Mon.
9:00
KTTV
12.8
Thurs.
7:30
KNXT
12.6
Mon.
7:00
KTTV
11.0
M-F
6:00
KTTV
11.0
Thurs.
7:00
KNXT
9.9
Rank Program Distr.
Day & Time Sta. Rating
1. Frontier Doctor (H-Tv)
2. Highway Patrol (Ziv)
3. Silent Service (NBC Film)
4. Death Valley Days (McC-E)
5. Martin Kane (Ziv)
6. Sheriff of Cochise (NTA)
7. Secret Journal (MCA-Tv)
8. Popeye Clubhouse (AAP)
9. Studio 57 (MCA-Tv)
10. Ellery Queen (TPA)
Mon. 10:00
KYW-
TV
29.1
Tues. 9:30
WJW-
TV
28.1
Sat. 9:30
WJW-
TV
25.8
Thurs. 10:00
KYW-
TV
23.5
Sun. 9:30
KYW-
TV
22.5
Sun. 10:30
'KYW
-TV
21.8
Sun. 10:00
WJW-
TV
21.3
M-F 5 :00
KYW-
TV
21.1
Fri. 10:00
KYW
-TV
20.8
T-W 9:30
Thurs.10 :30
KYW-
TV
20.6
CHICAGO four-station market
Rank Program Distr.
1. State Trooper (MCA-Tv)
2. Silent Service (NBC Film)
3. Highway Patrol (Ziv)
4. Bugs Bunny (AAP)
5. Secret Journal (MCA-Tv)
6. Tfie Honeymooners
(CBS Film)
7. San Fran. Beat (CBS Film)
8. City Detective (MCA-Tv)
9. Whirlybirds (CBS Film)
10. Sheriff of Cochise (NTA)
Day & Time
Sta.
Rating
Wed.
9:30
WNBQ
31.7
Tues.
9:30
WNBQ
21.5
Fri.
8:00
WGN-TV
15.0
M-F
6:30
WGN-TV
13.9
Sat.
10:00
WNBQ
12.6
Thurs.
9:30
WGN-TV
12.5
Tues.
9:00
WGN-TV
11.6
Fri.
9:30
WGN-TV
11.5
Thurs.
9:00
WGN-TV
11.3
Wed.
10:00
WNBQ
11.2
ATLANTA three-station market
Rank Program Distr.
1. Dr. Christian (Ziv)
2. O. Henry Playhouse
(Gross-Krasne)
3. Highway Patrol (Ziv)
4. Badge 714 (NBC Film)
5. Science Fict. Theatre (Ziv)
6. Sheena (ABC Film)
6. Sheriff of Cochise (NTA)
7. Silent Service (NBC Film)
8. Secret Journal (MCA-TV)
9. State Trooper (MCA-TV)
10. Capt. David Grief (Guild)
10. Charlie Chan (TPA)
Day & Time Sta. Rating
Wed.
9:30
WSB-TV
24.2
Tues.
9:30
WSB-TV
21.7
Fri.
10:00
WAGA-TV
21.3
Tues.
10:00
WSB-TV
19.6
Tues.
9:30
WAGA-TV
15.3
Fri.
6:00
WLWA
14.7
Wed.
10:00
WSB-TV
14.7
Sat.
9:30
WAGA-TV
13.1
Fri.
10:00
WSB-TV
11.9
Wed.
10:00
WAGA-TV
11.8
Mon.
10:00
WSB-TV
11.3
Thurs
7:30
WSB-TV
11.3
WASHINGTON four-station market
Rank Program
Highway Patrol
Gray Ghost
Martin Kane
Annie Oakley
Silent Service
Last of Mohicans
Men of Annapolis
Distr.
(Ziv)
(CBS Film)
(Ziv)
(CBS Film)
(NBC Film)
(TPA)
(Ziv)
Day & Time Sta.
Rating
8. Sheena (ABC Film)
9. The Honeymooners
(CBS Film)
10. State Trooper (MCA-Tv)
Sat.
Sat.
Wed.
Fri.
Tues.
Wed.
Tues.
Mon.
Tues.
Fri.
7:00
10:30
10:30
7:00
10:30
7:00
7:00
6:00
10:30
10:30
WTOP-TV
WTOP-TV
WRC-TV
WTOP-TV
WTOP-TV
WRC-TV
WTOP-TV
WMAL-TV
WRC-TV
WMAL-TV
MINNEAPOLIS-ST. PAUL four-station market
18.9
17.7
13.8
13.6
13.0
12.9
12.3
11.8
11.4
10.8
COLUMBUS three-station market
Rank Program
Distr. Day & Time Sta.
1. Highway Patrol (Ziv)
2. Death Valley Days (McC-E)
3. Hawkeye (TPA)
4. Crusader (MCA-Tv)
5. Frontier Doctor (H-Tv)
6. Sheriff of Cochise (NTA)
7. Code 3 (ABC Film)
8. O. Henry Playhouse
( Gross-Krasne )
9. Annie Oakley (CBS Film)
10. Waterfront (MCA-Tv)
Tues.
Sun.
Sat.
Wed.
Fri.
Fri.
9:30
8:30
9:30
9:30
9:30
9:00
Rating
WBNS-TV
WBNS-TV
WBNS-TV
WLWC
WTVN-TV
WTVN-TV
Mon. 10:00 WLWC
41.0
33.6
28.9
25.1
24.4
19.3
17.3
Fri. 10:00 WTVN-TV 16.7
Mon. 6:00 WBNS-TV 15.7
Fri. 10:15 WBNS-TV 14.7
Rank Program Distr.
1. State Trooper (MCA-Tv)
2. Secret Journal (MCA-Tv)
3. Dr. Christian (Ziv)
3. Highway Patrol (Ziv)
4. Popeye Clubhouse (AAP)
5. Studio 57 (MCA-Tv)
6. Death Valley Days (McC-E)
7. Cisco Kid (Ziv)
8. Annie Oakley (CBS Film)
9. Mr. D. A. (Ziv)
9. O. Henry Playhouse
(Gross-Krasne)
10. Abbott & Costello (Sterling)
Day & Time Sta. Rating
Tues.
8:30
KSTP-TV
17.5
Thurs.
8:30
KSTP-TV
15:3
Sat.
9:30
WCCO-TV
14.7
Thurs.10 :30
KSTP-TV
14.7
M-F
5:30
WCCO-TV
14.3
Wed.
9:30
KSTP-TV
14.1
Sat.
6:00
WCCO-TV
12.9
Sat.
4:30
WCCO-TV
11.7
Sat.
5:00
KSTP-TV
11.1
Wed.
10:30
KSTP-TV
11.0
Sun.
8:30
KSTP-TV
11.0
Sat.
10:00
a.m.
WCCO-TV
10.6
BOSTON two-station market
Rank Program Distr.
1. Whirlybirds (CBS Film)
2. Frontier (NBC Film)
3. The Honeymooners
(CBS Film)
4. Star Performance (Official)
5. Gray Ghost (CBS Film)
6. Capt. David Grief (Guild)
7. Golden Playhouse (Official)
8. Silent Service (NBC Film)
9. State Trooper (MCA-Tv)
10. Highway Patrol (Ziv)
Day & Time
Sta. Rating
Tues.
7:00
WBZ-TV
27.3
Fri.
10:30
WNAC-TV
21.8
Sat.
10 :30
WNAC-TV
21.7
Sun.
10 :30
WBZ-TV
19.0
Wed.
10:30
WBZ-TV
18.8
Tues.
8:30
WNAC-TV
18.5
Wed.
7:00
WBZ-TV
18.4
Fri.
7:00
WBZ-TV
18.2
Sun.
10:30
WNAC-TV
18.0
Sat.
7:00
WBZ-TV
17.9
Page 72 • December 2, 1957
Broadcasting
CECO TRIPODS
AAP SALE SNARLED
BY LEGAL TANGLE
• Stockholders get court stay
• NTA, UA suits may follow
The proposed sale of majority stock in
Associated Artists Productions Corp., New
York, to National Telefilm Assoc., New
York, was in a legal tangle last week. AAP
was in the position of having at least one
court action on its hands vvith the possibility
of two others forthcoming.
Judge Matthew M. Levy Tuesday granted
a stay of the proposed sale in New York
Supreme Court, as an action by five minority
stockholders of AAP (representing about
10,000 shares) was commenced. Defend-
ants are Louis Chesler, AAP board chair-
man, Maxwell Goldhar and M. Max
Schwebel, both vice presidents and directors.
Mr. Goldhar also is secretary and treasurer.
They represent the majority stockholders in
AAP. A hearing on the move for a tem-
porary injunction to stop the sale pending
trial of the case was held Wednesday morn-
ing and continued to tomorrow (Tuesday).
At stake is the disposition of AAP. NTA
in mid-November announced that the com-
pany had contracted to acquire "more than
50%" of AAP stock outstanding, and that
it intended to purchase the balance of AAP
stock. Purchase price then was estimated at
$7.5 million [Film, Nov. 18, et seq.].
The Plaintiffs' Complaint
The plaintiffs — David M. Harris, Charles
H. Frank Jr., Michael Green, Marvin Rich-
wald and Alex Rosenman — claimed that
Messrs. Chesler and Goldhar entered into a
contract to sell 50% of AAP stock to NTA
for cash, debentures and stock of NTA even
though a better contract for shareholders
was offered by United Artists Corp. and
subsequently approved by AAP directors,
but not submitted to the stockholders.
Thus, they charged that the deal was en-
tered into giving Messrs. Chesler and Gold-
har immediate cash but disregarding minor-
ity stockholder rights.
The plaintiffs are represented by Ambrose
Doskow of the law firm of Rosenman, Gold-
mark, Colin & Kaye, New York.
Meanwhile, it was reported that AAP al-
ready had been served with a summons by
United Artists, alleging a breach of con-
tract. To queries, UA stated flatly that it
was "breaking a long-standing policy" of 20
years of cooperating fully with the press,
but that in this particular instance it was
unable to do anything but refuse comment.
It was understood that NTA had under
consideration a proposed action against
AAP Corp. but details were not available
late Wednesday.
The AAP stockholder complaint charges
that for some months prior to Nov. 1, 1957,
AAP, through its president, was negotiating
with United Artists Corp., seeking a sale
by AAP of its assets or a sale by all its
shareholders of their stock to United Artists.
By Nov. 6, 1957, the complaint continues,
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Broadcasting
December 2, 1957 • Page 73
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Page 74 • December 2, 1957
FILM CONTINUED
these negotiations had reached a point at
which a specific proposal was set down in
writing by the president of AAP for submis-
sion to its board of directors.
"Under that proposal," the plaintiffs as-
serted, "the shareholders of AAP would
have received $8 per share out of the liqui-
dation of existing exhibition agreements and
50% of the proceeds of new exhibition
agreements thereafter to be made, plus an
additional $4 per share to the extent that
such additional moneys were earned from
new contract. The first $8 per share would
have been guaranteed by United Artists to
the extent of certain residual television in-
terests valued at an estimated $8 million. At
a meeting of the board of directors held on
Nov. 6, 1957, the proposed transaction with
United Artists was approved unanimously
by the directors and the president of AAP
was authorized to work out the technical
details of the transaction with United Artists
Corp."
Despite the negotiations with United
Artists and the proposed transaction with
that corporation, defendants Chesler and
Goldhar engaged in negotiations with
NTA, the complaint points out. It charges
these negotiations were conducted by de-
fendants Chesler, Goldhar and Schwebel
"surreptitiously and without the knowledge
of other directors of AAP and for the pur-
pose of securing for themselves benefits
which would not be made available to other
stockholders." The complaint then refers to
the agreement entered into by Messrs. Ches-
ler and Goldhar with NTA and adds:
"In entering into said agreement, de-
fendants Chesler and Goldhar violated their
fiduciary duties as directors, officers and
dominant stockholders of AAP to the sub-
stantial injury of AAP and its other share-
holders."
It asked the court to "restrain and enjoin"
the defendants during the pendency of this
action and thereafter from carrying out any
of the terms and provisions of the agree-
ment with NTA. It also asked that the de-
fendants be required to account to AAP
for all damages caused to that corporation
by the agreement with NTA and award the
plaintiffs their costs and disbursements, in-
cluding attorneys' fees.
Ziv Finds Banks Like Tv
Banks are increasing their use of tv film
series at a faster rate than any other adver-
tising category, according to a study re-
leased last week by Ziv Tv Programs. Ziv
Tv, which compared sponsorship contracts
for its programs during October 1955 and
October 1957, found that the number of
banks on its client list had increased by
182%.
Animation Suit Trial Date Set
The $250,000 plagiarism suit by Earl
Klein, president, Animation Inc., Holly-
wood, against Mike Todd, film producer,
will be tried March 18, 1958, before Los
Angeles Superior Court. Mr. Klein said he
and his staff designed and gave Mr. Todd a
storyboard for the epilogue of "Around the
World in 80 Days" but that Animation Inc.
is not listed in the picture credits, although
"the animated sequence for the title design
was based on my storyboard, scene by
scene." The suit was filed Dec. 27, 1956,
shortly after the release of the film, by
Aubrey I. Finn, attorney for Animation Inc.
TPA Reports $894,637 Profit
For Fiscal Year Ended July 31
Television Programs of America had a
profit of $894,637 after taxes for the fiscal
year ended July 31, 1957, Milton A. Gor-
don, president, announced last week.
Current assets as of that date amounted to
$11,006,384 and current liabilities $5,418,-
448. Working capital at the end of the fiscal
year was $5,588,384. Both domestic sales
and foreign sales, under Michael M. Siller-
man, vice president, and Manny Reiner, vice
president for foreign operations, respective-
ly, show major gains in comparison to the
preceding year, Mr. Gordon said.
TPA now has 14 half-hour filmed pro-
grams on the air in the U. S., 12 of which
also are telecast abroad in 24 countries.
In production are Adventures of Tugboat
Annie, New Adventures of Charlie Chan,
Thunder Ridge, Airline Hostess, Dude
Ranch and additional episodes of Fury.
Desilu Completing Purchase
Of Two RKO Studio Properties
"Paper work is in progress" for winding
up Desilu Productions' purchase of the
RKO Gower Street Studio in Hollywood
and RKO Pathe Studio in Culver City,
Calif., from RKO Teleradio Pictures [Film,
Nov. 25], Martin Leeds, Desilu executive
vice president, said Thursday.
Mr. Leeds declined to comment on the
reported purchase price of $6.15 million
for the RKO properties, which include 26
sound stages — 15 at Gower Street and 11
at RKO Pathe, giving Desilu a total of
35 with its present nine at Motion Picture
Center in Hollywood — plus 40 acres of land.
The deal probably will be concluded in
a couple of weeks, Mr. Leeds estimated. He
said that there are no immediate plans for
disposing of the Motion Picture Center
property and that Desilu hopes to be able
to utilize all of the 35 studios both for its
own programs and for those of other tv
film companies to whom it leases facilities.
RANDOM SHOTS
Robert Lawrence Productions, N. Y., pro-
ducer of tv film commercials and industrial
films, has expanded its studio facilities, leas-
ing two-story building directly across from
company's main headquarters on W. 54th
St.
AD-Staff, Hollywood commercial creator
and program consultant, and Tv Cartoon
Productions, S. F., have made reciprocal
agreement giving San Francisco animation
firm musical and creative resources of Ad-
Staff which receives sales and service rep-
resentation in San Francisco.
Screen Gems announces tv series titled
Combat Correspondent, USMC went into
production last week.
Broadcasting
EDUCATION
School 'Guidepost' on KTLA (TV)
KTLA (TV) Los Angeles inaugurated a
daily school series, Guidepost, from 10:30-
11 a.m., according to an announcement by
Gil Martyn, KTLA director of public serv-
ice and public affairs, and George Lang,
supervisor for radio-tv education for the
Los Angeles city schools. Specialist teachers
are featured in different subjects each day.
Schools are advised of programs and urged
to use the show as a teaching aid. KTLA is
presenting Guidepost from its studios at a
cost of more than $2,500 weekly, sustained
by the commercial station.
Indiana Offers On-Job Training
Junior-year students of Indiana U. will
be placed in summer jobs at stations in the
state, according to a joint announcement by
Prof. E. G. Sulzer, head of the university
radio-tv department, and Les Spencer, gen-
eral manager of WKBV Richmond and
president of the Indiana Broadcasters Assn.
An IBA objective in the internship pro-
gram, according to Mr. Spencer, is to de-
velop and train broadcasters. The program
begins next summer.
CBS Fund Makes Grant to Barnard
An unrestricted grant of $1,000 to
Barnard College, New York, was an-
nounced last week by CBS Foundation
Inc. as a result of the 15 years of service
to CBS by Dorothy Boyle, manager of
program statistics. The grant is made under
a plan whereby grants are made to indepen-
dent colleges and universities based on the
length-of-service records of women gradu-
ates employed by CBS or its divisions.
EDUCATION SHORTS
Metropolitan Educational Television Assn.
and New York City Board of Education an-
nounce Excursion in English will be new
eight-week series replacing Biology One,
which concluded last Wednesday on WPIX
(TV) 11-11:30 a.m. Other in-school courses
seen Monday-Friday on WPIX at that
time are The Science Corner (Monday),
Spotlight on Asia (Tuesday), Tune-up Time
(Thursday) and Careers in Focus (Friday,
starting Dec. 6).
Ohio State U.'s 1958 American Exhibition
of Educational Radio-Tv Programs' closing
date is Jan. 2. Entry blanks and additional
information may be secured from Dr. I.
Keith Tyler, Institute for Education by Ra-
dio-Tv, Ohio State U., Columbus 10, Ohio.
Purpose of exhibition is to further broad-
casting of "significant" educational pro-
grams by singling out for special honors
outstanding U. S. and Canadian series.
Winner will be announced May 12, 1958.
San Francisco State College's students of
radio-tv techniques are utilizing KSFO San
Francisco studios as laboratories each Sun-
day, 6:05 to 6:45 p.m., and go on air in place
of station's announcers and dj's. Students
write own material and choose own records.
Faculty members grade them on production
and on-mike qualities. Scholarship to S. F.
State's Frederic Burk Foundation will be
awarded to student with highest score.
Broadcasting
FM Station Operators: PLANNING TO
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Look to GENERAL ELECTRONIC LABORATORIES for
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► Suppresses crosstalk and spurious output sig-
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► Incorporates newly designed circuitry for im-
proved performance
Capt. W. G. H. Finch, USNR. re-
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WGHF-FM, Brookfield, Connec-
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multiplexing on two channels
states, "General Electronics Mul-
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INJ ow Multiplexing equipment is ready for you trom G. E. L., a Com-
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Multiplex transmitting equipment has demonstrated its efficiency in
recent tests conducted at station WGHF-FM, Brookheld, Connecticut.
The G. E. L. Multiplexing System, Model FMC, consists of a Multiplex
Exciter, (Model FME-1), one or two subcarrier generators, (Model
FMX-1), and Power Supplies mounted in a rack cabinet as a complete,
integrated unit. The only external connections are to the AC power line,
the station audio equipment, and the existing FM transmitter.
Get the facts on advanced design G. E. E. Multiplex Equipment
by writing to General Electronic Laboratories, Inc., 18 Ames Street
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►
General
Electronics
December 2, 1957
Page 75
TRADE ASSNS.
AWRT GROUP IMPANELS PANELISTS
• Network panel show producers air views on what makes news
• 'Producers showcase' questioned by 1 00 members of AWRT unit
Riddle: What sort of broadcast producer
can afford to ignore the element of spon-
sorship? Answer: The producer of a Sunday
afternoon panel show, whose product pays
off for a network in terms of public service
and newspaper publicity.
Producers of the Sunday probes became
the probed Tuesday night as the Washington
chapter of American Women in Radio &
Television staged a "producers showcase"
meeting. They were questioned by a panel of
nearly 100 AWRT members and guests
drawn from ranks and management of net-
works, stations, Washington officialdom and
reporters who are panel show veterans.
The meeting was the first time the bat-
tlers for Monday headlines have appeared
in a common forum. They closed ranks to
present a solid front on some questions and
split on others. Each had a five-minute say
about his own show before the question-
answer session, moderated by Beryl Hines,
associate producer of CBS-TV's Face the
Nation and president of the Washington
chapter of AWRT.
Producers in the "showcase" were Theo-
dore Granik, Youth Wants to Know, NBC-
TV; Ruth Geri Hagy, College News Con-
ference, ABC-TV; Ted Ayers, Face the Na-
tion, CBS-TV, and John Secondari, Open
Hearing, ABC-TV. Veteran panelists who
framed some of the questions included Wil-
liam Hines of the Washington Evening Star,
Max Freedman of the Manchester (England)
Guardian, Dan O'Connor of the Detroit
Times and others.
The experts agreed on a few things. Sci-
ence— a hot topic ever since Sputnik I —
will continue to dominate their show agendas
for some time to come. Sponsors — scarce on
Sunday afternoon shows from time imme-
morial— will continue that way. They also
agreed that 30 minutes is a good length
for the public-affairs panel program.
They split on other subjects, as they were
needled on such questions as the use of
women on show panels, how to make
missile talk intelligible to the old lady in
Dubuque and their feelings on how the
White House handled news of the Presi-
dent's three major illnesses (the break on
the chief executive's cerebral occlusion came
some hours before the Tuesday meeting,
affecting attendance and discussion).
Some of their opinions:
On sponsorship — Mr. Granik: "Contro-
versy is a difficult thing to sell. Sponsors
hesitate to identify with either side ....
And there's the Sunday element. Some don't
feel the time has a large audience potential.
. . . Some times when the show is sponsored,
we don't have so great a freedom of choice
as when we are unsponsored." Mrs. Hagy:
"I think these public affairs programs should
not be sponsored. Tv should make enough
money from entertainment to support honest
journalism."
On science — Mr. Ayers: "We've been on a
science jag for six weeks, and I can't see
any hope of getting off it."
On subject matter — Mr. Ayers: "Pick a
topic." Mrs. Hagy: "Sometimes you can
make it hotter. . . . We use our intuition . . .
try to think ahead and outguess the competi-
tion."
On purpose of the programs — Mr. Gra-
nik: "To amplify the news." Mrs. Hagy: "We
are trying to make history in addition to
covering news. . . . Our program's respon-
sibility to .its audience is the same that a
newspaper has to its home town — to in-
fluence the solution of problems." Mr. Sec-
ondari: "I don't worry about headlines. The
purpose of televising public affairs is to pre-
sent news."
On technical talk in broadcasts — Mr.
Ayers: "I don't worry much about this." Mr.
Secondari: "The greatest success always
comes to works that are intellectually hon-
est and adhere to the level demanded by the
idea involved. People will reach up to grasp
an idea." Mrs. Hagy: "You can't always de-
vote so much time to exposition of an idea
as to getting a new angle on the news.
There is a conflict."
On women — Mr. Granik: "I'm trying to
start a new show, Women Want to Know."
Mrs. Hagy: "We don't want to be segregated.
We want to be accepted strictly on our
merits." Earlier she said she had found be-
ing a woman no handicap in television.
On technique — Mr. Secondari: "If you
want an answer from someone, you've got
to give him a chance to talk."
On flexibility to meet late news breaks
and crises raised by unreliable guests — Pro-
ducers agreed that developments on the pres-
ident's illness didn't yet warrant scrapping
earlier plans and substituting topics and
guests related to the White House situation,
as sometimes must be done. Mr. Granik told
about getting a senator out of bed at the
Sheraton Park and downstairs to NBC's
hotel studios to appear when a guest re-
neged. Another time he improvised a mock
convention by students on Youth Wants to
Know, when the candidate scheduled to
appear couldn't get off the floor at the na-
tional party convention.
On timeliness — Mrs. Hagy: "My grand-
son never watches College News Conference
but looks at children's shows. When he asked
me what we were doing now, I told him
we were dealing with outer space. 'Oh, we
did that 10 years ago,' he commented."
Southern California Fms Start
Airing TeleVerter Announcements
A majority of the commercial fm-only
stations in Southern California have started
broadcasting "industry service" spots for
TeleVerter as an audience building project
sponsored by the new Fm Broadcasters of
Southern California [Trade Assns., Nov.
18], Jack Kiefer, KMLA (FM) Los An-
geles, chairman, said Thursday.
Stations individually will not be paid for
the announcements for the device (which
permits fm reception through a tv set), but
the association will receive $1 for each unit
sold in the area from the distributor, Scope
Distributors Inc. The association will spend
the money so received to promote fm listen-
ing.
The association has received letters from
Page 76
December 2, 1957
NETWORK PANELISTS bury the hatchet at a meeting of American Women in Radio
and Television: left to right, seated: Theodore Granik, NBC-TV Youth Wants to Know;
Ruth Geri Hagy, ABC-TV College News Conference; John Secondari, ABC-TV Open
Hearing; standing: Mrs. Beryl Hines, CBS-TV, president of Washington Chapter, AWRT;
Steve McCormick of Youth Wants to Know and Mary Lois Dramm, WRC-AM-FM-TV
Washington, hospitality chairman. Absent from photo: Ted Ayers, CBS-TV, Face the
Nation.
Broadcasting
TRAVEL
INCOGNIT(
fm broadcasters throughout the country ask-
ing for organization details and expressing
interest in forming similar associations in
other areas, Mr. Kiefer said. If other fm
station groups do form such area associa-
tions, he said, there is a possibility of estab-
lishing a national organization with which
the regional associations could affiliate for
the general advancement of fm broadcasting.
National Radio Spot
Up 30.9%, Says SRA
Station Representatives Assn. last week
reported that estimated national spot radio
sales for the first nine months of 1957
totaled $144,462,000, representing a 30.9%
increase over figures for the corresponding
period of 1956.
The estimated figures, compiled for SRA
by Price, Waterhouse Co. from information
supplied by association members, also show
that total sales for the third quarter of 1957
amounted to $49,067,000, compared to
$34,267,000" for the same period of 1956.
Lawrence Webb, managing director of
SRA, commented that "there appears to be
no let-up in the national spot radio pace."
He expressed the belief that total estimated
sales for 1957 will approach $200 million.
NARTB Information Access Unit
Sets Meet Dec. 12 in New York
NARTB's newly constituted Freedom of
Information Committee, named Tuesday by
President Harold E. Fellows, goes into ac-
tion Dec. 12 at a critical point in the history
of media access to public events.
The committee's top assignment will be
development of ways to cope with the latest
blow to information freedom — the report
of an American Bar Foundation special com-
mittee opposing any important change in
Canon 35 [Trade Assns., Nov. 4]. This
canon of the American Bar Assn., of which
ABF is a separately chartered unit, opposes
visual or any electronic broadcast coverage
of court trials.
ABA's House of Delegates, ruling body
of the association, will meet Feb. 24-25 in
Atlanta. The special committee report will
be submitted at that time. Another ABA
committee, the Bar-Media Conference Com-
mittee headed by Judge Walter M. Bastian
of the U. S. Court of Appeals, District of
Columbia, is expected to submit a report
on the subject at the ABA meeting.
Robert D. Swezey, WDSU-AM-TV New
Orleans, has been reappointed chairman of
the NARTB Freedom of Information Com-
mittee by President Harold E. Fellows. The
group's Dec. 12 meeting will be held at the
Waldorf-Astoria, New York.
Other members of the newly constituted
committee are:
Edward F. Baughn, WPAG Ann Arbor,
Mich.; Otto P. Brandt, KING Seattle;
Joseph L. Brechner, WERC Erie, Pa.; Carl
J. Burkland, WAVY Norfolk, Va.; Richard
O. Dunning, KHQ Spokane, Wash.; Harold
Essex, WSJS-TV Winston-Salem, N. C.
Henry H. Fletcher, KSEI Pocatello, Idaho
Frank P. Fogarty, WOW-TV Omaha, Neb.
John S. Hayes, WTOP-AM-TV Washington
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December 2, 1957 • Page 77
TRADE ASSNS. continued
THE THIRD annual membership meeting of Television Bureau of Advertising [At
Deadline, Trade Assns., Nov. 25] saw these men elected as board officers. L to r:
W. D. Rogers, KDUB-TV Lubbock, Tex., outgoing chairman; Norman Cash. TvB
president; Lawrence H. Rogers II, WSAZ-TV Huntington, W. Va„ new chairman;
Roger W. Clipp, WFIL-TV Philadelphia, re-elected secretary, and George B. Storer
Jr., Storer Broadcasting Co., new treasurer. Other new board members elected:
Campbell Arnoux, WTAR-TV Norfolk, Va.; Glenn Marshall Jr., WMBR-TV Jack-
sonville, Fla.; Richard A. Moore, KTTV (TV) Los Angeles, Calif.; A. W. Dannen-
baum Jr., Westinghouse Broadcasting Co.; Payson Hall, Meredith Engineering Co.;
Joseph S. Weed, Weed Television Corp., and John Blair. John Blair & Co.
Joseph Herold, KBTV (TV) Denver; Daniel
W. Kops, WAVZ New Haven, Conn.
H. William Koster, WEAN Providence,
R. I.; Robert T. Mason, WMRN Marion,
Ohio; Robert L. Pratt, KGGF Coffeyville,
Kan.; Lawrence H. Rogers II, WSAZ-AM-
TV Huntington, W. Va.; Victor A. Sholis,
WHAS-TV Louisville, Ky.; P. A. Sugg,
WTVT (TV) Tampa, Fla.; John Daly, ABC;
Sig Mickelson, CBS; William McAndrew,
NBC; Robert Hurleigh, MBS; Theodore F.
Koop, CBS, representing Radio Television
News Directors Assn. as observer.
Anderson to Address Ad Council
Robert B. Anderson, Secretary of the
Treasury, will deliver a major address at the
annual dinner of the Advertising Council
this evening (Monday) at the Biltmore
Hotel, New York. At the same event, Sidney
J. Weinberg, partner in Goldman, Sacks &
Co., will be awarded the council's public
service award.
McDonald Heads Copyright Unit
Joseph A. McDonald, NBC, has been
named chairman of the new NARTB Copy-
right Committee by President Harold E.
Fellows. Other members are Cy N. Bahakel,
Bahakel Stations; Ian A. Elliot, KATL
Miles City, Mont.; Leonard H. Higgins,
KTNT-TV Tacoma, Wash.; Philip G.
Lasky, KPIX (TV) San Francisco; Lee
Little, KTUC Tucson, Ariz.; Nathan Lord,
WAVE-TV Louisville; James H. Moore,
WSLS Roanoke, Va.; Robert R. Tincher,
WHTN Huntington, W. Va.; J. Pattison
Williams, WING Dayton, Ohio, and Gun-
nar O. Wiig, WROC-TV Rochester, N. Y.
NARTB, WRVA-TV Issue Booklet
A new booklet, "So You're Going on Tv,"
has been published by NARTB in coopera-
tion with WRVA-TV Richmond, Va. The
Page 78 • December 2, 1957
booklet, designed to serve as a guide to non-
professionals, will be made available at cost
to NARTB members.
NRDGA to Hear Radio-Tv Data
The 47th annual convention of the Na-
tional Retail Dry Goods Assn. will be held at
the Hotel Statler in New York Jan. 6-9. A
panel session on sales promotion on Jan. 9
will include a report by Joe Feller, president,
Joe Feller Ltd., Ottawa, Canada, on the use
of television by retail outlets, and one by
Dick Edwards, chairman of the board,
Bright Stores Inc., Lansford, Pa., on the
use of radio.
AMST Sets Meeting at KVOO-TV
The 20-member board of the Assn. of
Maximum Service Telecasters will hold a
meeting Wednesday in the new broadcast
facilities of KVOO-TV Tulsa, according to
Jack Harris, AMST president and vice pres-
ident-general manager of KPRC-TV Hous-
ton. Host director for the meeting will be
Harold Stuart, KVOO-TV president.
Prior to the board meeting, the AMST
technical committee under chairman Joe
Epperson, engineering vice president of
WEWS (TV) Cleveland, Ohio, will con-
vene at the same site tomorrow (Tuesday).
FCBA to Hear NARTB's Fellows
The Federal Communications Bar Assn.
will hear Harold E. Fellows, president of
the NARTB, at its luncheon meeting Dec.
10 at the Willard Hotel, Washington.
Ga. Institute Invites Students
Potential radio-tv careerists from high
school student bodies are being invited to
attend the 13th annual Radio & Television
Institute at the Henry W. Grady School
of Journalism, U. of Georgia, Jan. 30-31.
The Georgia Assn. of Broadcasters, co-
sponsors of the meeting with the Grady
School, is asking each station manager to
bring a student, selected by station and
school, according to John W. Jacobs of
WDUN Gainesville, president of GAB, and
George W. Patton of WBML Macon, chair-
man of the GAB education committee.
N. J. Assn. Elects Struckell
The New Jersey Broadcasters' Assn.
elected John Struckell of WFPG Atlantic
City president of the organization at its
11th annual meeting and radio institute
last month in Atlantic City. He succeeds
Jerome P. McCarthy, general manager of
WTOA Trenton. Robert B. Macdougall,
director of educational activities, WAAT-
WATV (TV) Newark, was re-elected secre-
tary-treasurer. Principal speaker at the meet-
ing, held in cooperation with Rutgers U.,
was James L. Howe, one of the founders of
NJBA and now president of WIRA Fort
Pierce, Fla.
TRADE ASSOCIATION SHORTS
Southern California Broadcasters Assn. re-
ports it has accepted KMLA (FM) Los An-
geles into full membership following a
unanimous vote by the SCBA board to up-
set precedent and admit fm stations into
organization, which now lists 63 radio sta-
tions and networks as members.
Reader's Digest; Great Wall Adv., Manila,
Philippines; Bill Simpson Jr. Adv. Inc.,
Tampa, Fla, and V. Kirk Wiles Adv.,
Huntington, W. Va., elected to membership
of Advertising Federation of America,
N. Y.
UPCOMING
December
Dec. 6: NARTB Fm Committee, NARTB Hdqrs.,
Washington.
Dee. 6- Board of Governors, Canadian Broadcast-
ing Corp., House of Commons, Ottawa.
Dec. 9: UP newspaper editors of New York
State, Hotel Syracuse, Syracuse.
Dec. 10: NARTB Am Committee, NARTB
Hdqrs., Washington.
Dec. 18: "Resurgent New England," state broad-
caster group organization meeting, Vendome
Hotel, Boston.
January
Jan. 17-19: Advertising Assn. of the West, mid-
winter conference, Hotel del Coronado, San
Diego.
Jan. 24-26: American Women in Radio & Tv,
annual Sight and Sound Seminar, Hotel Bilt-
more, Palm Beach, Fla.
Jan. 30-31: 13th annual Radio & Television In-
stitute, School of Journalism, U. of Georgia.
February
Feb. 1: Farm Broadcasting Day, celebration to
be planned by NARTB and Dept. of Agri-
culture.
Feb. 3-7: American Institute of Electrical Engi-
neers, general meeting, Statler and Sheraton-
McAlpin Hotels, New York.
Feb. 13-15: 11th annual Western Radio and Tv
Conference, Bellevue Hotel, San Francisco.
April
April 22-24: Electronic Components Conference,
Ambassador Hotel, Los Angeles.
April 24-26: Advertising Federation of America,
fourth district convention, Floridan Hotel,
Tampa, Fla.
April 27-May 1 : NARTB 36th Annual Convention,
Statler and Biltmore Hotels, Los Angeles.
April 28-May 1: 36th annual Broadcast Engineer-
ing Conference, Statler Hotel, Los Angeles.
June
June 3-6: 36th annual conference, National In-
dustrial Advertisers Assn., Chase and Park
Plaza Hotels, St. Louis.
Broadcasting
VIRGINIA
Television Market
Rankings*
DR. BAKER
MANUFACTURING
GE's Dr. W. R. G. Baker
Honored on Retirement
Dr. W. R. G. Baker, vice president of
General Electric Co. since 1941 and presi-
dent of Electronic Industries Assn., retired
last Saturday. One
of the leading figures
in electronic devel-
opment, Dr. Baker
left GE on his 65th
birthday under pro-
visions of its pension
plan.
Chancellor W i 1 -
Ham P. Tolley of
Syracuse U. an-
nounced that Dr.
Baker has been ap-
pointed research vice
president in charge of the institution's con-
tract research program.
In announcing Dr. Baker's retirement,
Cramer W. Lapierre, vice president of GE's
electronic-atomic-defense systems group,
said he had given the company "more than
34 years of loyal and outstandingly effective
service." For many years he was director of
the GE electronics division. During his re-
gime electronic equipment sales took a high
place in company business and an electronics
plant and research center was developed
near Syracuse.
When three electronics divisions were
set up in 1956, Dr. Baker was made a con-
sultant to the company's executive office.
He has been honored by many professional
and business associations for his contribu-
tions to electronics. In 1947 he was presi-
dent of Institute of Radio Engineers and is
in his second term as EIA president. Both
groups have awarded him their medals of
honor. The Army awarded him its medal
of freedom citation in 1953. Next March
he will receive the founders award of IRE,
bestowed on special occasions to outstand-
ing administrative leaders in the radio and
electronics fields. He will be the fourth
person to receive the award since IRE was
founded in 1912.
Dr. Baker was active in developing and
directing the two committees that recom-
mended television engineering standards,
paving the way for commercial monochrome
telecasting in 1941 and color tv in 1953.
Last summer he retired because of ill health
from membership on the Television Alloca-
tions Study Organization.
GE's pioneer tv station at Schenectady,
N. Y., WRGB (TV), uses Dr. Baker's initials
in recognition of his contributions to com-
pany developments and to the entire in-
dustry.
Fancher Sees Transistor Boom
A prediction was made last week by H.
Brainer Fancher, general manager of the
General Electric Co.'s semiconductor depart-
ment, that the increasing use of transistors
will be instrumental in the expansion of the
electronics industry from a total new equip-
ment sales volume of $6.9 billion in 1957 to
about $12.5 billion in 1967. He told a meet-
Broadcasting
ing of the Cleveland Society of Security
Analysts that use of transistors in new equip-
ment will grow from 12% this year to 80%
in 1967; the total sales figures for the semi-
conductor industry will rise from $140 mil-
lion this year to $200 million in 1958 and
$1 billion in 1967, and transistor sales in
1958 will increase 50% over those in 1957
to about $105 million.
Radio Set Shipments Up
Half-Million; Tv Down
Shipments of radio sets to dealers by
manufacturers are running over a half-
million ahead of last year, according to a
nine-month report by Electronic Industries
Assn. (formerly RETMA). Tv shipments
are running behind 1956.
EIA announced that 5,844,280 radio sets
had been shipped through September com-
pared to 5,326,820 in the same nine months
of 1956. Shipments in the month of Septem-
ber totaled 1,056,274 compared to 833,624
in September 1956.
Shipments of tv receivers totaled 4,249,-
775 in the first nine months of 1957 com-
pared to 4,578,983 in the same 1956 period.
September shipments totaled 789,675 sets
compared to 827,873 in the same 1956
month.
Following are radio shipments to dealers
by states during the first nine months of
1957:
State
Total
State
Total
Alabama
69,591
New Jersey
239,221
Arizona
27,900
New Mexico
16,987
Arkansas
27,649
New York
904,824
California
449,289
North Carolina 87,230
Colorado
39,544
North Dakota
14,417
Connecticut
84,856
Ohio
336,428
Delaware
10,457
Oklahoma
52,686
D. of C.
54,753
Oregon
48,502
Florida
129,956
Pennsylvania
445,364
Georgia
Idaho '
105,792
Rhode Island
35,275
13,135
South Carolina
37,112
Illinois
494,331
South Dakota
14,127
Indiana
107,358
Tennessee
76,987
Iowa
63,321
Texas
258,862
Kansas
48,924
Utah
18,641
Kentucky
84,608
Vermont
13,160
Louisiana
85,872
Virginia
90,073
Maine
33,712
Washington
80,714
Maryland
114,358
West Virginia
43,745
Massachusetts
220,497
Wisconsin
125,978
Michigan
256,035
Wyoming
6,771
Minnesota
95,487
Mississippi
33,658
U. S. TOTAL
5,830,237
Missouri
153,244
Alaska
3,080
Montana
15,668
Hawaii
10,963
Nebraska
34,721
Nevada
8,070
GRAND
New Hampshire
20,347
TOTAL
5,844,280
Following are tv set shipments to dealers
by states for the first nine months of 1957:
State
Total
State
Total
Alabama
61,066
Indiana
105,874
Arizona
26,446
Iowa
47,489
Arkansas
36,045
Kansas
48,863
California
421,641
Kentucky
70,057
Colorado
34,324
Louisiana
77,693
Connecticut
69,346
Maine
23,566
Delaware
9,899
Maryland
58,315
D. of C.
44,770
Massachusetts
128,059
Florida
145,657
Michigan
162,562
Georgia
83,476
Minnesota
65,002
Idaho
13,183
Mississippi
35,741
Illinois
255,795
Mis; ^ri
100,059
ROANOKE IS FIRST IN ALL
CATEGORIES EXCEPT TV
HOMES, WITH ONLY 3.2%
DIFFERENCE THERE!
• FAMILIES
V Roanoke 436,700
Norfolk 386,400
Richmond 337,400
• POPULATION
V Roanoke 1,759,200
Norfolk 1,514,900
Richmond 1,360,200
• RETAIL SALES
V Roanoke $1,554,643,000
Norfolk $1,399,667,000
Richmond $ 1 ,289, 1 55,000
• TELEVISION HOMES
Norfolk 313,299 (81.2%)
V Roanoke „ 303,598 (69.5%)
Richmond 243,778 (72.3%)
Norfolk has 3.2% more TV Homes than
Roanoke, BUT — Roanoke has 11.7%
more Retail Sales Dollars to influence!
Contact Peters, Griffin, Woodward for
choice availabilities!
*AII figures from Television Magazine 1957
Marketbook and S M "Survey Of Buying Power."
WDBW
ROANOKE, VA.
Owned and operated by
the Times-World Corp.
December 2, 1957 • Page 79
MANUFACTURING
CONTINUED
Montana
19.673
Tennessee
70,256
Nebraska
31,207
Texas
228,081
Nevada
6,747
Utah
17,931
New Hampshire
11,313
Vermont
8,635
New Jersey
155,420
Virginia
68,172
New Mexico
16,930
Washington
64,229
New York
500,353
West Virginia
43,478
Noith Carolina
84,327
Wisconsin
125,978
North Dakota
14,529
Wyoming
8,393
Ohio
237,195
Oklahoma
46,908
U. S. TOTAL
4,238,473
Oregon
42,565
Alaska
2,887
Pennsylvania
291,539
Hawaii
8,415
Rhode Island
22,904
South Carolina
33.S05
GRAND
South Dakota
14,930
TOTAL
4,249,775
Defense Electronic Bill Zooms
Electronic spending by the Dept. of De-
fense will reach $3.5 billion in 1957, far
exceeding the $2.8 billion in the 1956 fiscal
year, according to an estimate by Electronic
Industries Assn. (formerly RETMA). Fourth
quarter spending was estimated at a little
over $1 billion compared to $772 million
in the same 1956 period.
During 1957, the top item of electronic
spending was in the guided missile field,
amounting to $1.1 billion compared to $628
million in 1956. Aircraft electronic gear
totaled $1.08 billion for the fiscal year.
MANUFACTURING SHORTS
Audio Devices Inc., N. Y., announces new
manufacturing division for production of
silicon rectifiers, located in Santa Ana, Calif.
RCA has compiled booklet describing its
electronic equipment of particular interest
in educational field, including tv cameras,
controls and accessories for use in educa-
tional tv and audio and video apparatus for
radio-tv broadcasting requirements. Book-
lets can be obtained from L. L. Lewis,
educational administrator with RCA's
broadcast and television equipment sales,
Camden, N. J.
TelePrompTer Corp., N. Y., three months
after introduction of its Telepro 6000 (rear
screen slide projector), reports it is being
used by over 30 tv stations. Telepro sales
have exceeded $100,000.
Minnesota Mining & Manufacturing Co.,
Dept. M7-369, St. Paul, announces "Scotch"
brand magnetic tape No. 200. Tape is made
from "tensilized" polyester film which is
reportedly double strength of other double
play tapes. (Double play is term applied to
recording tapes with thin, i/2 mil backing,
allowing twice as much to be wound on
reel, therefore providing double recording-
playback time.) As result of tensilizing pro-
cess, Va -inch-wide No. 200 reportedly will
withstand pull of 3.6 pounds before stretch-
ing— as compared to 1.8 pounds for other
double play tapes. Four hours of playing
time is contained on seven-inch reel (2,400
feet of tape at 3% inches-per-second)
while lOVi-inch holds 4,800 feet and will
play for 16 hours at 1% inches-per-second.
No. 200 tape is treated with company's
patented silicone lubrication process that
provides protective film between tape and
magnetic head to cut down head wear.
Price: 7-inch reel of tape, $11.95, 10-inch
reel $26.90.
PROGRAM SERVICES
LAY GROUP FORMS
TO OPPOSE PAY TV
• Founders from veterans groups
• But they deny any connection
Formation of a citizens' committee
against subscription television was an-
nounced last week. Known as American
Citizens Television Committee Inc. (ACT),
the group's founders comprise five Wash-
ington residents — three of whom are public
relations directors of veterans organizations,
one a former public relations director of
a veterans group, and the fifth a Washing-
ton attorney.
ACT's goal, according to an announce-
ment issued today (Monday), is the organ-
izing of a national educational campaign
to inform the American people "of the
pitfalls and dangers of pay-tv."
Organizers of the committee are Wilson
McCarthy, public relations director. Vet-
erans of Foreign Wars; Rosario Scibilia,
public relations director of Catholic War
Veterans; Venlo Wolfsohn. formerly pub-
lic relations director of AMVETS and now
public relations director of National Lum-
berman's Assn.; Warren Adler. public re-
lations director of lewish War Veterans,
and Harvey Rosenberg. Washington attor-
ney. The headquarters of ACT is 1010
Vermont Ave., room 507.
The committee announced that it is mak-
ing plans to enlist the support of organiza-
tions and individuals in a '"mammoth" grass
roots effort to forestall what is called "the
biggest give-away in the history of the
United States."
According to Mr. Adler, who spoke for
the committee, "The American people, who
have invested 83% of all the money that
has gone into television and are still invest-
ing it, have been asleep at the switch while
pay tv promoters, dazzled by the lure of
enormous profits, have carefully set the
stage for usurping the free air over America.
"The ultimate result of even the smallest
inroads which might be made by pay tv
will sound the death-knell for free tv as we
know it today, with loe Citizen putting his
milk bill, or part of his car payments, or
the money set aside for Junior's shoes into
a new kind of juke box to see pretty much
the same programs he and his family are
now seeing under the present system.
"The issue is a moral as well as an eco-
nomic one. Grave questions, such as free-
dom of the airwaves, the basic rights of
millions of Americans and indifference to
public welfare, are involved in the pay-tv
controversy."
The committee announced that it will
organize local chapters throughout the coun-
try and will coordinate group education
programs to reach as many Americans as
possible.
Although the group was organized by
officials of veterans organizations, key mem-
bers strongly disclaimed any relationship
between the committee and their organiza-
tions. "We are doing this entirely on our
own," one of the founders said.
However, resolutions opposing toll tv have
been passed at recent conventions by VFW,
AMVETS and JWV. Only two weeks ago
BROADCAST MUSIC INC., New York, last week unveiled a new office machine to
speed up logging of network and local station performance of BMI song titles and
tabulation of payments due BMI composers. Developed by BMI in collaboration with
its auditing firm, Ernst & Ernst, and built by Taller & Cooper Inc., the machine
features a "breakthrough in automation" device whereby the operator can feed both
fixed (song titles) and variable data (performance) into the system. The machine is
said to have application to other business systems for inventory, purchase and produc-
tion control. Examining the installation are Israel Diamond, director of logging
operations (1), and Charles A. Wall, vice president-treasurer of BMI. The operator is
Joan Brown.
Page 80 • December 2, 1957
Broadcasting
BAKERSFIELD REPORTS!
the major circuit membership Theatre Own-
ers of America voted unanimously against
any form of pay tv [Program Services,
Nov. 25].
ACT is the first lay organization organ-
ized to fight toll tv. The other national
organization which has been active in op-
posing subscription television is the exhib-
itor-dominated Joint Committee on Toll Tv.
Selectivision Pay Tv System
Eager to 'Wed' Movie Business
What is Selectivision? That's the name
of the toll tv system which a Bernard L.
Goldenberg revealed at the Theatre Owners
of America convention two weeks ago in
Miami [Program Services, Nov. 25]. No
one — at the convention or out — had heard
of Mr. Goldenberg before.
Mr. Goldenberg told Broadcasting last
week that he would be ready by Jan. 1 to
launch operation of a closed-circuit pay tv
system '"eager to wed itself to the theatre
business." He said he had signed eight the-
atres in the New York metropolitan area.
These theatres, he said, were associated
with the Associated Prudential Circuit, the
Interboro Theatre Circuit and Lane Enter-
prises. An executive of Associated Pruden-
tial confirmed this agreement, but refused
to give details. Mr. Goldenberg said Selecti-
vision will bear the entire cable costs from
theatres to a home tv set. The public will
buy punch cards from these theatres, he
said, and each set owner will be charged
$1.50 per program. The card will have a cir-
cuit imprinted which not only will activate
the movie "channel" but will also record its
use for billing purposes. Revenues will be
divided equally between the exhibitor and
Selectivision. he declared. Associated with
Mr. Goldenberg in this venture, it is under-
stood, is a west coast financier whose iden-
tity could not be ascertained at the present
time.
L. A. Accepts Toll Tv Bonds
Bonds of $100,000 each— filed by Ski-
atron Tv Inc. and jointly by International
Telemeter Corp. and Fox West Coast The-
atres Corp. as guarantees of faithful per-
formance of the franchises granted them to
install and operate closed circuit toll tv sys-
tems in Los Angeles — were accepted last
week by the city attorney. On first filing,
the bonds were returned to the companies
because they failed to comply fully with
the city's requirements [Program Services,
Oct. 28].
A draft of an ordinance to make the
franchise effective has been prepared by the
city attorney and now is being studied by the
Board of Public Utilities and Transporta-
tion, responsible for seeing that the instal-
lation and operation of the tv systems are
in accordance with city regulations. After
the- board's approval, the ordinance will be
sent to the City Council for final approval.
A third organization granted a toll tv fran-
chise in Los Angeles, Harriscope, has not
yet filed its performance bond with the city.
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December 2, 1957 • Page 81
INTERNATIONAL
BRITAIN'S SOLD ON COMMERCIAL TV
It reaches half of England's tv homes; 75% favor it over BBC programs
Make no mistake about it, commercial
television in Great Britain is a fully-fledged,
thoroughly matured, extremely successful
and productive advertising medium of na-
tional proportions. It is, in fact, a sophis-
ticated and largely self-sufficient business.
Inaugurated a little more than two years
ago, in September 1955, British television
advertising was off to a running start and it
no longer is ten years or even six years be-
hind the American variety. In its own way
it is running along in high gear, has a fine
record of sales successes and has created a
tremendous effect upon the whole merchan-
dising and advertising scene in Great Britain.
Before the end of this year at least half
of the homes in England will be within
reach of commercial television and those
homes will spend at least three-quarters of
their time looking at the commercial shows
rather than at the non-commercial BBC
competition.
Advertisers on television in England now
include a large proportion of the leading and
most enterprising firms in England. The
hold-outs — -in those consumer industries
which are best able to make use of television
■ — are few and far between. The expendi-
tures of the leaders have been increased pro-
gressively and show no sign of a "morning
after" retrenchment, confounding the fears
and predictions of those who shook their
heads at the innovation.
Doing It Themselves
There is no gainsaying that a large part
of all of commercial television's success is
distinctly home grown. While there is a
certain amount of American programming
on British commercial television, it does not
come to more than 15% of the time. The
majority of these American programs are
naturally those which have already proved
themselves to be most successful at home.
They are the sort of programs which have a
very broad and even worldwide appeal, sim-
ilar in nature to that of so many American
motion pictures around the world.
Most British "independent" programs and
commercials are produced locally, and even
though in some cases they've made use of
U. vS. experience they are evidently in no
crying need of more help at this stage. Com-
mercial television in England is well served
by enterprising film producers, package
houses, and specialists in spot commercials.
Even in the last category — the commercials
— while a few Americans (or Britishers with
American experience) may be found in key
spots here and there, the majority of the
workers in the vineyard are British.
Audience research services in Great Bri-
tain give advertisers and agencies rating and
audience data fully as good as the figures
they are accustomed to in the U. S. Costs-
per-thousand already are down to levels
By E. P. H. JAMES
which any advertiser can contemplate with
equanimity — in fact the medium is distinct-
ly competitive in costs-per-thousand with
any figures we have seen in the U. S.
While the total audience is not large by
our standard — and even the best network
show will be doing well to reach three mil-
lion families — it must be remembered that
all of this can be done with a mere handful
of stations. An advertiser using every avail-
able commercial network station in England
at the present time would be sending his
program out on only five transmitters. Time
costs, therefore, are relatively low since
there is a pretty dense population crowded
into the service area of these five transmit-
ters. (See box, page 84.)
Moneywise, too, commercial tv has made
its mark. The table on page 83 shows the
CENTRAL SCOTLAND: Scottish Television Ltd.
LANCASHIRE: Granada Television Network Ltd. and ABC Television Ltd.
YORKSHIRE: Granada Television Network Ltd. and ABC Television Ltd.
MIDLANDS: Associated Television Ltd. and ABC Television Ltd.
LONDON: Associated-Rediffusion Ltd. and Associated Television Ltd.
Page 82 • December 2, 1957
Broadcasting
E. P. H. JAMES
E. P. H. (Jimmy) James has been a vice -president of A. C.
Nielsen Co., Chicago, since 1954 and in 1956, with affiliate
A. C. Nielsen Co. Ltd., set up a sales promotion and research
department for the independent Granada Tv Network, pro-
gram contractor, which programs commercial television in
the Northern Area of England. He also helped a committee
representing all British program contractors to develop
Britain's first industry-wide trade promotion for commer-
cial tv and made pitches in behalf of independent tv to key
British advertising agencies. Mr. James was sales promotion
manager of NBC from 1927-41 and in 1935 formed a re-
search section in NBC's promotion department to make
the first organised advertising study of tv. After war serv-
ice as an Air Force intelligence officer he served as sales
operations manager and vice president of MBS from 1945-49.
monthly expenditures on British tv since the
start of the commercial service.
1955
September $571,127
October 1,773,077
November 1,707,921
December 1,734,174
1956
January $1,387,730
February 1,622,353
March 2,192,503
April 1,864,898
May 2,656,483
June 2,624,627
July 2,617,946
August 2,406,236
September 3,156,454
October 4,958,713
November 5,761,375
December 5,126,007
1957
January $5,328,912
February 5,564,921
March 7,318,525
April 6,877,525
May 7,724,012
June 6,127,069
July 5,265,579
August 4,379,704
September 7,269,320
To judge by the September figures, British
advertisers are now spending at the rate of
about £.30 million a year on television. At
the official exchange rates this is somewhat
less than $90 million a year — but this is
distinctly not small potatoes when compared
with our own television advertising bills
just a few years ago. What is even more to
the point, the general price level in England
is much lower than here. For $90 million
will buy a great deal more of the necessities
of life, including advertising. In fact, $90
million represents about 8% of the current
total national advertising expenditures in
Great Britain. After 10 years of advertising
on television in the U. S., the medium has
just exceeded a 12% share of the total ad-
vertising budget.
In 1949, after two years of commercial
development, American tv advertising repre-
sented no more than 2% of the nation's ad-
vertising budget. It didn't hit 8% until 1955.
Thus, it may be over-simplification to say
that, in relation to all other national adver-
tising expenditures, television in England
is only two years behind the United States.
There are many other comparisons which
would support the conclusion that this new
medium has matured in Great Britain at an
even more meteoric rate than in the United
States. As Sir Robert Frazer, director gen-
eral of the Independent Television Authority,
recently said, "There is nothing in the de-
velopment of British advertising to compare
with this story. It is every cliche come real —
a new national medium overnight, nothing
like it ever before. A revolution."
Sir Robert Frazer also emphasizes a fact
which he says American observers regard
as one of the most striking features of
British tv advertising. In a recent article in
Advertisers Weekly he points out that this
success has been achieved without program
"sponsorship." British television sells time
only in the form of announcements, station
breaks or participations in "magazine" pro-
grams.
Program contractors (the nearest British
equivalent to "network") exercise complete
editorial control over their programs and
Give them a happy
HENNESSY
HOLIDAY
As a flattering gift, or as a
host's tribute to esteemed
guests, Hennessy is always
the highest compliment.
HENNESSY
COGNAC BRANDY
84 PROOF
Schieffelin & Co., New York
Broadcasting
December 2, 1957 • Page 83
INTERNATIONAL continued
they have in fact leaned over backward to
avoid any possible impression of connection
between the advertising and the selection or
content of these programs. They admit their
rules are "stern" but feel it is better to err
in this direction than in the direction of be-
ing easy-going. As an example, it is forbid-
den to incorporate any program characters
or masters of ceremony in the commercials
themselves. This is even carried so far as to
prevent any apparent resemblance between
people in the program and those featured
in the commercials, even when the same
individuals are not actually involved. The
avowed objective is that the viewer should
always be able to tell quite clearly for him-
self when he is watching entertainment and
when he is watching an advertisement, just
as he can distinguish between editorial and
advertising material in the press.
Many advertisers, however, are already
wise in the ways of program and time selec-
tion. Even though they are not able to
sponsor programs as they do in the U. S.,
they can plan the spotting of their announce-
ments so as to obtain just about the "setting"
they want and to reach the kind of audience
they want.
On Sept. 23, 1955, only one out of every
77 homes in the United Kingdom could get
independent television (ITV). Now, more
than one in every four can and does —
3,660,000 families of a total of 14,480,000
in the entire British Isles, or about half the
television homes in the country. Five mil-
In The SCRANTON MARKET
Chart based on average
Pulse ratings for 12 quarter
hours . . . 6:00 to 9:00 AM
. . . November, 1956
li
W A B C D E all
£ OTHERS
J For 27 years, Scranton's top
salesman. Bill Pierce dom-
inates the audience in eight
^m Pennsylvania counties served
by WEJL.
&&MEEKER
lion of the country's seven-million-plus tele-
vision homes actually lie within range of
good regular reception of at least one of
the four English commercial transmitters
(plus something like 400,000 covered by the
Scottish transmitter at Black Hill). The
London area now has IV2 million homes
equipped to receive the commercial trans-
missions, Birmingham 800,000 and the
Northern Region IV2 million.
And these families whose sets can tune
in commercial programs have shown a de-
cided preference for the independent tele-
vision schedules. During July 1957, ITV's
3V2 million homes devoted 2.7 out of 3.6
hours viewing a day to the ITA; 0.9 of an
hour to the BBC. The total is up from last
year. A year ago (1956), ITV's V/2 million
homes spent 2.2 hours a day viewing the
ITA, 1.3 hours viewing the BBC, a total of
3.5 hours. The amount of daily viewing varies
seasonally, of course. Last March, homes-
with-a-choice put in 1957's highest average
yet, 4.3 hours a day; during July 3.6 hours.
Habits vary, too, from one ITA area to
another. During the peak month of last
March, Londoners averaged 4 hours a
day, Northerners 4.5 hours and Midlanders
4.7 hours. Midlanders, indeed, have a posi-
tively American appetite for television —
without America's opportunities, where most
set-owners have a choice of at least four
stations and anything up to 16 or more
hours telecasting per day. Yet, over the
weekend of Feb. 21, Midlanders put in an
average of more than six hours a day,
celebrating the end of "the toddlers' truce"
(the 6-7 p.m. period when television there-
tofore had been "blacked out" so parents
could get children to go to bed).
In all areas, the daily average is a lot
higher over the weekends than on weekdays.
From October to May, Midlanders consist-
ently put in 5 hours or more a day on Satur-
days and Sundays — 5Vi hours during
March; Londoners peaked with 4.8 in
November and February, Northerns just
broke 5 in February (5,2) and March (5.1).
Taking all areas together the weekday aver-
age viewing was about an hour a day less
than the weekday viewing.
Comparing Britain and America, the
Nielsen Television Index (U. S.) shows that
the average television home in the United
States spent an average of 3.9 hours a day
viewing during July 1957. British multi-
channel homes spent 3.6 hours, taking all
ITA areas together. So far in 1957, March
produced the highest figure in Great Britain
with 4.3 hours a day compared with an
average for the same month in the U. S.
of 5.4 hours. In January, when U. S. view-
ers averaged 6.1 hours, British Independent
Television homes notched 4.1 hours.
What sort of homes listen to British com-
mercial television? Typically, they certainly
are not the aristocratic or "upper-class"
homes. They, are free-spending middle-class
and "working class" homes whose standards
of living might seem low by U. S. criteria,
but who in fact have "never had it so good."
Pick a thousand-strong representative
sample of the multi-channel households in
the ITA's London Area, and you'll find
BRITISH AGENCIES IN TV
J. WALTER THOMPSON LTD.
ERWIN WASEY & COMPANY LTD.
S. H. BENSON LTD.
YOUNG & RUBICAM LTD.
LINTAS LTD.
MASIUS & FERGUSSON LTD.
COLMAN, PRENTIS & VARLEY LTD.
MC CANN-ERICKSON ADVERTISING LTD.
IMMEDIA LTD.
G. S. ROYDS LTD.
MATHER & CROWTHER LTD.
LAMBE & ROBINSON LTD.
FOOTE, CONE & BELDING LTD.
GREENLY'S LTD.
ALFRED PEMBERTON LTD.
PRITCHARD, WOOD & PARTNERS LTD.
C. J. LYTLE (ADVERTISING) LTD.
SERVICE ADVERTISING COMPANY LTD.
SAWARD BAKER & COMPANY LTD.
G. STREET & COMPANY LTD.
W. S. CRAWFORD LTD.
OSBORNE PEACOCK LTD.
Page 84
December 2, 1957
3,300 people— 2,400 adults and 900 chil-
dren under 16. A similar sample in the
Northern Region again will yield 900 chil-
dren but slightly more adults — 2,500 —
making 3,400 in all. In the Midlands, you'll
find 3,600 people. The number of adults
will be the same as in the North — 2,500.
But there'll be 1,100 children.
You'll find at least one child in all but
375 of the Midland homes. But 444 of the
Northern homes will be childless and exact-
ly half — 500 — of the London Area ones.
They'll be wage-earning homes for the
most part. In 790 of the London homes, the
head of the household will be earning less
than £ 15 ($42) a week; as he will in 914 of
the Midland homes, and in 936 of the
Northern homes. Very seldom indeed will
you find him pulling down more than £25
($70) a week; in 76 of the homes in the
London area, only 17 in the North and a
meager 7 in the Midlands.
The vast majority of these heads of house-
holds will have left school before their 14th
birthday — -686 Londoners, 765 Midlanders,
806 Northerners. And while in the London
area 93 will have stayed at school till they
were 17 or more, only 43 will have done so
in the North, and fewer still — a mere 36 —
in the Midlands.
Also writing in Advertisers' Weekly,
Michael Patmore, who is a director of J.
Walter Thompson in London, calls attention
to one of the fundamental differences be-
tween television and all other media in
Great Britain. "This unique quality," he
says, "might be called the 'simultaneousness'
of television advertising. Just as each tele-
vision screen possesses a certain hypnotic
quality, the fact that an article being adver-
tised on television will be seen by millions
of widely separated and different people, at
precisely the same minute, provides an im-
pact unrealizable in this country before in-
dependent television."
Mr. Patmore also comments on the way
British advertisers have coordinated their
television advertising with other merchan-
dising and selling activities. He refers to the
Broadcasting
comprehensive way in which certain British
advertisers have used the trade press to put
over their campaign plans. Manufacturers
with large and well-organized sales forces
have done a good job in educating retailers
and seeing that stocks are adequate to meet
demands created by television, he says.
With regard to those companies who are
not well equipped in this respect, Mr. Pat-
more points out that the program contrac-
tors have offered, and provided, a good deal
of merchandising help. Says Mr. Patmore,
"they have only to contact the sales depart-
ments of ABC Television Ltd., Associated-
Rediffusion Ltd., Associated Television Ltd.,
Granada Tv Network, or Scottish Television
Ltd., and I guarantee they will quickly find
someone who will be only too ready to
come and discuss ways and means in which
cooperation and help can be arranged."
I can also testify, personally, that every
one of the program contractors' organiza-
tions includes alert-minded men, usually
young and full of energy, who fully appre-
ciate the importance of good merchandising
and sales promotion and who are ready to
plunge right in to make this appreciation
effective. In fact, I would say that they are
fully as open-minded (and perhaps even
more likely to take positive and constructive
action) as most of our stations and networks
were in the early days of commercial broad-
casting in the U. S.
In the box on this page will be found the
names of a representative group of adver-
tising agencies which have been most active
in television during the first two years of
ITV in Great Britain. It is, of course, not
a complete list of all the agencies which
have placed British tv advertising, but it in-
cludes those which usually have the highest
tv billings, month in and month out. You
will notice that a relatively small proportion
of these are affiliates of well known Amer-
ican agencies, which have played an im-
portant part, but clearly are by no means
in the majority.
If you have any lingering notions that
the British aren't enterprising, or not mer-
chandising minded, contacts with those ac-
tive in television advertising in Great Britain
will quickly dispel any such illusion.
Irish Plan Commercial Tv Service,
But Independent of Advertisers
The Irish government has decided a com-
mercial television service should be estab-
lished in Eire. Announcement was made by
Neal Blaney, Minister for Posts & Tele-
graphs, at a meeting of the Irish Assn. of
Advertisers in Dublin last month.
Mr. Blaney said the system would be a
state property and indicated that while com-
mercial programming would be a factor in
financing the operation, it would not be
dependent on Irish advertisers. Rather, he
explained, the successful bidder for the con-
tract to establish the service for the govern-
ment would have to specify that a good part
of the time would be set aside for programs
of a public service nature.
It's understood that Eire already has re-
Broadcasting
THE GROWING COMMERCIAL AUDIENCE
This is a month-by-month table show-
ing the number of families actively served
by the independent transmitters. To
qualify they must own a tv set equipped
to tune in the commercial channels and
demonstrate their ability to receive ade-
quate service in their particular location.
Central
7 QZZ
J. if DO
T t~\ vi /"i r\ y"i
IMIUictllClb
T QTl^iQ C mT'H
ijdllLdoIllI C
if A V 1/ C h 1
IUI Ivollll C
in cLWUi k
Sept. 22
SEPTEMBER
188,000
188,000
OCTOBER
330,000
330,000
NOVEMBER
449,000
449,000
DECEMBER
515,000
515,000
J- & o o
JANUARY
555,000
Feb, 17
555,000
FEBRUARY
595,000
csv r\ r\r\r\
250,000
O A C AAA
845,000
MARCH
635,000
nnn c\ c\r\
278,000
ci-i O AAA
913,000
APRIL
/inn r\ r\ r\
678,000
312,000
May 3
1 A1 H AAA
1,017,000
MAY
m A AAA
710,000
nnn AAA
327,000
OHO AAA
1 OOO AAA
1,ZoA,vO\j
JUNE
740 000
3S0 000
370 000
1 420 000
JULY
765,000
374,000
412,000
1,511,000
AUGUST
793,000
384,000
455,000
1,592,000
SEPTEMBER
820,000
394,000
502,000
1,676,000
OCTOBER
897,000
442,000
535,000
Nov. 3
1,834,000
NOVEMBER
980,000
500,000
552,000
202,000
2,187,000
DECEMBER
1,038,000
540,000
600,000
278,000
2,404,000
1957
JANUARY
1,096,000
572,000
674,000
340,000
2,630,000
FEBRUARY
1,165,000
615,000
742,000
374,000
2,844,000
MARCH
1,235,000
690,000
818,000
398,000
3,089,000
APRIL
1,280,000
725,000
866,000
446,000
3,257,000
MAY
1,325,000
750,000
913,000
493,000
3,421,000
JUNE
1,365,000
775,000
920,000
505,000
3,505,000
JULY
1,410,000
793,000
930,000
520,000
3,593,000
AUGUST
1,450,000
800,000
935,000
535,000
Sept. 1
3,660,000
SEPTEMBER
1,490,000
815,000
940,000
550,000
202,000
3,937,000
(*There are, approximately, 7 million Tv families in Great Britain — 13 million over-
all— for better than 50% saturation.)
ceived proposals to set up the network and
facilities from the Pye organization and from
Ronnie Kahn, on behalf of Gordon Mc-
Lendon, American broadcaster.
New York Agencies Get Rundown
On Canada Radio by CARTB, BBM
New York agency representatives were
updated on radio progress in Canada Nov.
18 as the Canadian Assn. of Radio &
Television Broadcasters and the Bureau of
Broadcast Measurement described the mar-
ket north of the border. CARTB's radio
sales director, Charles W. Fenton, and
BBM's executive vice president, Charles C.
Hoffman, told a luncheon group that 96.4%
of all Canadian homes have at least one
radio, with total set count 6.8 million or
1.7 sets per home.
The Canadian statistics show 74% of all
radio homes have one set while 19% of
the radio homes have two sets, 5% have
three sets and 2% have four or more. Aver-
age listening time per home in metropolitan
areas is 3 hours 57 minutes; non-metro-
politan areas 4 hours 37 minutes, and all
FOUR stations were awarded plaques
for promotion of the first Canadian
Television Week by the Television
Representatives Assn. : CKMI-TV Que-
bec City, Que., for the most original
merchandising idea; to CKGN-TV
North Bay, Ont., for the best public
service campaign; to CHCT-TV
Calgary, Alta., for the most outstand-
ing English station promotion, and to
CKRS-TV Jonquiere, Que., for the
most outstanding French-language
station promotion. Toronto station
representatives accepting the plaques
for their client stations are shown
here with Pat Windsor, tv-radio sing-
ing star: (lower, 1 to r) Alex Stewart,
loseph A. Hardy & Co., for CKRS-
TV; Bill Byles, Stovin-Byles Ltd., for
CKMI-TV; (upper, 1 to r) Reo
Thompson, All-Canada Television,
for CHCT-TV, and Norman Bonnell,
Paul Mulvihill & Co., for CKGN-TV.
December 2, 1957 • Page 85
INTERNATIONAL continued
VISIONARY MAY BE TV PROTECTRESS
Seven hundred years ago St. Clare of
Assisi in a vision is said to have seen a
midnight mass as it was conducted in the
Basilica of St. Francis, a mile and a half
distant from the convent bed where St.
Clare lay, unable to attend the mass.
Today St. Clare is a leading candidate
for nomination as the universal patron
saint of television.
The matter at present is in the hands
of the Sacred Congregation of Rites in
Rome, according to the National Cath-
olic Welfare Conference, Washington,
which comments: "Something of a revo-
lutionary in her own right, the brilliant,
uncompromising and tireless founder of
the Poor Clares [order] has been con-
sidered by many to be a fitting pro-
J tecteress for the world's most revolution-
| ary medium."
Canada 4 hours 17 minutes. Listening break-
down reveals 40% from 6 a.m. to noon,
36% noon to 6 p.m. and 24% 6 p.m. to
midnight. There are 1.04 million Canadian
homes with at least one radio-equipped car
while the total number of cars equipped
with radio is 1.3 million. Radio set sales
have increased 45.6% since 1954.
Naming St. Clare the visual medium's
special saint was proposed by Bishop
Giuseppe Placido Nicolini of Assisi in
an Italian radio address toward the end
of 1953, the year of the 700th anniver-
sary of St. Clare's death. Support for the
bishop's motion came from many quar-
ters of Europe after the broadcast, ac-
cording to NCWC. Spain asked for St.
Clare as national patron saint of tv when
the medium came to that country in 1955.
For St. Clare to become official pro-
tectress of tv all over the world, the
Congregation of Rites must pass on the
request and submit it to the pope for
decree. The Congregation won't do this,
however, before it gets what it considers
a justifiable number of requests from
both religious and professional sectors,
a Congregation spokesman has said.
CARTB Begins PR Campaign
Canadian broadcasters have started a pub-
lic relations campaign to inform listeners
and viewers of the local and national scope
of independent broadcasting station opera-
tions. Brief messages for use at chain breaks
and identification spots have been prepared
by the Canadian Assn. of Radio & Televi-
sion Broadcasters and sent to its 174 mem-
ber stations. The messages deal with the un-
subsidized status of independent stations
and their contributions to the local com-
munity and the national life. For television
stations, slides have been prepared with call
letters superimposed on a maple leaf and
letters CAB for Canadian Assn. of Broad-
casters, the shorter name which is to be
adopted next year. Kits for the public rela-
tions campaign and for education of staffs
of member stations have been distributed
to all member stations. Further plans for
the campaign include booklets for distribu-
tion to listeners and viewers and talks for
station personnel.
Canadian Legislator Urges
That Government Scrap CBC
Canadian radio and television were sub-
jected to debate in the Canadian House of
Commons at Ottawa several times in mid-
November. John R. Taylor (Conservative
member for Vancouver Burrard) urged that
the CBC be scrapped as a broadcasting net-
work. He stated that private enterprise
should be given full scope in broadcasting,
with the CBC to provide serious music,
drama and other programs "that cannot sub-
sist commercially." He felt that there is no
need for a government-operated broadcast-
ing system which lost money last year on
a budget of $40 million.
Raoul Poulin (Independent member for
Beauce, Que.) said the CBC should clean
up a serial program Plouffe Family, which
is telecast in both French and English, and
deals with a French-Canadian family. He
specifically took exception to a number of
episodes which he described as "scabrous,
suggestive, sometimes immoral and even de-
grading."
Quarter Century Club to Meet
Plans are underway for the first annual
meeting of all members of the Quarter Cen-
tury Club of the Canadian Assn. of Radio &
Television Broadcasters at Montreal next
March. New members will be presented at
this meeting. Nominations for new members
of the CARTB Quarter Century Club must
be received by Jack Beardall, CFCO Chat-
ham, Ont., chairman of the Quarter Century
Club Committee, by Dec. 31. Eligible are
persons who have been employed by CARTB
member stations for more than 25 years or
who have served the broadcasting industry
in sales and allied fields during the past
25 years.
Stirling to Revamp CJMS
Geoff Stirling, president of CJON St.
John's, Nfld., who recently applied unsuc-
cessfully for a radio station license at Mon-
treal, Que., has been retained by CJMS
Montreal, Que., French-language station, to
help put the station on a profitable opera-
tion basis. CJMS had opposed Mr. Stirling"s
application for a new Montreal station on
ESSO
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TAYSTEE BREAD
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CARTER PRODUCTS
PROCTOR & GAMBLE
Leading national sponsors are finding consistent, im-
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For a full report, contact
OFFICIAL FILMS, Inc.
25 West 45th Street, New York, N. Y.
II F
REPRESENTATIVES: Atlanta • Beverly Hills • Chicago • Dallas • Minneapolis • San Francisco • St. Louis
Page 86 • December 2, 1957
Broadcasting
FROM the outside looking in, visitors get this view of the enlarged news headquar-
ters of CKSO-AM-TV Sudbury, Ont. The news center is equipped for radio and tv
newscasts, and special direct reporting. It is acoustically treated for broadcast pur-
poses, has its own news studios and news recording facilities. Each news reporter
has his own still camera and access to six movie cameras as well as six portable tape
recorders. Sixteen newsmen work out of the department, with one fulltime staffer
at the satellite CKSO-TV-1. The expansion makes the CKSO news center the largest
in Canadian independent broadcasting, according to the station.
grounds there were enough stations and
that not all could operate profitably.
One of Mr. Stirling's first steps has been
to hire John Nadon, formerly of Canadian
Marconi Co., Montreal, as manager, and
revamp the program structure with em-
phasis on music, news and public service
programs.
British Commercial Tv to Carry
NBC-TV General Motors Special
As part of an effort to promote the ex-
change of television programs between the
U. S. and Great Britain, NBC-TV and two
program contractors in Britain have
signed an agreement whereby the two-hour
General Motors 50th anniversary show car-
ried on the network Nov. 17 will be pre-
sented in Britain this Saturday. NBC-TV's
contract is with Associated British Cinemas
(television) Ltd. (ABC) and Associated Tele-
vision, which provide programming to com-
mercial tv stations in Britain. Ron Rawson,
a programming executive of ABC, said his
company's tie with Associated Television
will make the special two-hour program
available throughout the United Kingdom.
Mr. Rawson said that "good money" was
paid to NBC-TV but declined to specify
the amount. For the purposes of this pro-
gram, he said, the stations carrying the show
have been made affiliates of NBC-TV. This
was corroborated by Alfred Stern, head of
NBC International, which arranged the
transaction. Mr. Rawson said he hopes this
arrangement will be the forerunner of others
which will lead to a regular exchange of
outstanding U. S. and British programs and
talent.
CFBR Begins Broadcasting
CFBR are the call letters of a new 1-kw
radio station on 550 kc at Sudbury, Ont.
The station was scheduled to go on the air
yesterday (Sunday) as the English-language
affiliate of CHNO Sudbury, a French-
language station. CFBR and CHNO both
are owned by Sudbury Broadcasting Co. of
which F. Baxter Ricard is president and
general manager and Rene Riel, commercial
manager.
CHCA-TV Begins Operation
CHCA-TV Red Deer, Alta., went on the
air Nov. 15 with 13 kw video and 6.5 kw
audio. The station is owned by CHCA Tele-
vision Ltd., with G. A. Bartley as managing
director and Cam G. Harju as sales manager.
CKBI-TV Sets Dec. 15 Target
CKBI-TV Prince Albert, Sask., is sched-
uled to start telecasting Dec. 15 on ch. 5
with 100 kw video and 60 kw audio power.
The station's equipment will be the first in
Canada with all British equipment supplied
by Pye Canada Ltd., Toronto, Ont. E. A.
Rawlinson is managing director and the sta-
tion will be represented by All-Canada Tele-
vision Ltd., Toronto.
Uhf Satellite Asked in Canada
An application for a satellite television
station at Clermont, Que., will be heard at
the meeting of the board of governors of
CBC Friday at Ottawa. The satellite sta-
tion is being requested by Societe Viedo de
Clermont to carry programs of CFCM-TV
Quebec City, French-language station, on
ch. 75 with 45.1 w video and 22.5 w audio
power and antenna 491.5 feet above average
terrain. This makes the second uhf applica-
tion to be heard at this meeting of the CBC
board. There are no uhf stations in opera-
tion as yet in Canada.
OUR EXPERIENCE IS YOUR KEY TO
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• Right to left or left to right operation
• 16mm or 35mm Magnetic Model $185.00
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CAMART CAR TOP CLAMPS
Insure a steady tripod support for
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station wagon or car platform. Heavy
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Broadcasting
December 2, 1957 • Page 87
INTERNATIONAL continued
Canadian Legislator Charges
CBC Tv Show Has 'Red' Pattern
A sustaining quiz television program,
Fighting Words, carried on CBC stations,
was charged with threatening family ideals
during debate in Canada's House of Com-
mons at Ottawa Nov. 12. Henry Murphy,
Liberal member for Westmoreland, N. B.,
charged CBC with following the Commu-
nist pattern in seeking to destroy the moral
fiber of the nation and the family unit. His
charges were based on two recent CBC pro-
grams, Fighting Words and Close-Up.
The Fighting Words program involved a
discussion of prostitution and homosexuality
which Mr. Murphy said was embarrassing to
parents. He charged allied subjects are dis-
cussed on this program, aired in his area
from 5-6 p.m., when children are watching
tv. (The program originates late in the eve-
ning at Toronto and is carried by kinescope
to the Atlantic Coast provinces and western
Canada.)
Close-Up recently featured an interview
with Joseph Salsberg, a former Communist
member of the Ontario legislature who last
summer parted with the Labor Progressive
Party, Communist organization in Canada.
Mr. Murphy took issue with CBC's view
that the value of a program should not be
judged by its rating. That is the only way to
judge a program, he insisted. He charged
CBC set itself up as the sole judge and jury
in the matter and that CBC, by allowing Mr.
Salsberg on the air, obviously assumed many
Canadians want to hear the Communist line.
He suggested that a standing committee of
the House of Common be set up to investi-
gate such complaints.
CFJB-TV Begins Programming
CFJB-TV are the call letters of a new ch.
5 station at Swift Current, Sask. The station,
with 13.3 kw video and 6.65 kw audio, was
scheduled to go on the air yesterday (Sun-
day) as Canada's first automatic tv station.
Program control can be operated manually
or can be fully automatic, providing preci-
sion switching and timing of program opera-
tion. William D. Forst is president and
general manager and Walter S. Buffam,
sales manager. Television Representatives
Ltd., Toronto, and Forjoe-TV Inc., New
York, are representatives.
PEOPLE
ADVERTISERS & AGENCIES mm
John A. Crammer and Gordon C. Young
elected executive vice presidents of Beech-
Nut Life Savers Co. Before Beech-Nut
Packing Co. and Lifesavers Inc. merged in
August 1956, Mr. Young, now in charge of
advertising, merchandising and promotion,
was director and executive vice president
of Lifesavers. Mr. Grammer was vice presi-
dent and general counsel of Beech-Nut. His
responsibilities now cover production and
research.
John Toland, formerly vice president, Erwin
Wasey, Ruthrauff & Ryan, to Warwick &
Legler N. Y., as executive vice president.
■*K Henry J. Opperman,
radio-tv director, Geoffrey
Wade Adv. named New
York office manager. Mr.
Opperman will continue
as radio-tv director for
agency.
William Hoelle, chain store sales manager,
Minute Maid Corp. (Hi-C fruit drink divi-
sion), L. A., named national sales manager.
Walter A. Bonvie, marketing and advertising
director, Cott Beverage Corp. of New Eng-
land, to Minute Maid. Orlando Fla., as
advertising manager.
A. D. Gage, formerly ►
manager, Nash, Hudson
and Metropolitan adver-
tising, American Motors.
Corp. to Geyer Adv. Inc.,
Detroit, account manage-
ment staff. He has been
assigned to automotive di-
vision account of American Motors.
Charles Cassidy, radio-tv copy supervisor,
Marschalk & Pratt Div., McCann-Erick-
son, N. Y., promoted to creative group head.
< Albert R. Bochroch,
partner, Gray & Rogers,
Philadelphia, named to
head its new marketing
division, consolidation of
marketing merchandising
and research services.
A WEEKLY REPORT OF FATES AND FORTUNES
IN AKRON
WAKR u tJt.
to /{udimce . . .tit Qkmqge
HOOPER, Akron, O., July -August ,1957
PULSE, Akron, O., July, 1957
NIELSEN, N. C. S. No. 2
Akron's Only 24 Hour
News and Music Station
■ PO.
RKE-STUART, INC.
w York, Chicago, Detroit, Hollywood,
Francisco
KEN KEEGAN
PO. 2-8811, Akron
Page 88
December 2, 1957
Eileen Milling, vice president and public
relations director, Bachenheimer Agency,
N. Y., to Gore Smith Greenland Inc., N. Y.,
as public relations director and member of
plans board.
George B. Croll, art director, Erwin Wasey,
Ruthrauff & Ryan, to Burke Dowling
Adams, N. Y., in similar capacity.
Fred A. Irwin, Geer, Dubois & Co., N. Y.,
named media director.
Jayne Weber, formerly with Sears, Roe-
buck & Co., Chicago, to Holmes, Whitney
& Assoc. Inc. there as sales promotion di-
rector.
Barbara Marsak, formerly of Crossley, S-D
Surveys and Erwin, Wasey & Co., has
joined research department of Reach, Mc-
Clinton & Co., N. Y., as project supervisor.
Glen Hurlburt, composer and actor-per-
former, joins Guild, Bascom & Bonfigli
Inc., S. F., as music director.
Jack Kerr, vice presi- ►
dent-account supervisor,
Hixon & Jorgensen Inc.,
L. A., to McCann-Erick-
son Inc. there as senior
account executive.
Bok Reitzel, formerly sales manager, CBS,
Detroit, to Merchandising Factors Inc.,
S. F., as account executive.
Lee Kriss, formerly business manager for
tv dept. of Product Services Inc., to Walter
I. Gould Productions Inc., N. Y., as ad-
ministrative assistant.
Alfred F. Hoyt, formerly director of publi-
cations, Telectro Industries Corp., Long
Island City, N. Y., to Jack Gilbert Assoc.,
N. Y., public relations staff.
Lucille Riordan, formerly advertising copy
writer for California Mens and Boys
Stylists, and Maureen Riordan, formerly
copywriter with Hazard Adv. Co., N. Y.,
to radio-tv copy staff of N. W. Ayer & Son,
N. Y. Charles H. Brennan Jr. has been
transferred from Philadelphia to Chicago
copy department.
William S. Legler, formerly with Ruthrauff
& Ryan, N. Y., joints Mottl & Siteman
Adv., Beverly Hills, Calif., copy department.
Bob Farrar, formerly radio-tv director, W.
W. Sherrill Co. (advertising), Dallas, to
Commercial Recording Corp. there as
musical arranger-writer.
Carlton Gilbert, director of advertising,
United States Rubber Co., N. Y., appointed
chairman of Assn. of National Advertiser's
cooperative advertising service committee,
succeeding Elmer Ward Jr., executive vice
president and advertising director, Palm
Beach Co., N. Y.
Edith W. Krams Jr., media director, Ander-
son-McConnell Adv., L. A., and Robert
C. Whaley of Whaley-Simpson, publishers
representative, were married Nov. 29.
Broadcasting
VETERANS ALL
Thirty-one new members have been
inducted into the CBS 20-Year Club,
raising New York membership to 197.
In addition, there are 228 20-year club
members associated with CBS-owned
stations and other units of CBS Inc.
New members are: CBS Labs —
Ralph C. Denu; CBS-Radio— Frank
J. Bleil, Joseph F. Deppe, Dudley W.
Faust, Harry F. Glaeser, Margaret
Lee, William G. Martin, Gerald P.
Maulsby, Dorothy C. Mitchell, Arthur
C. Peck, Herbert A. Schmitz, William
G. Stolzenberg; CBS-TV— Ida E.
Berger, William L. Brown, Mae
Clarke, Armand H. Gagnon, William
Golden, Harold D. Hastings, Theodore
M. Healy, Vincent A. Holtz, William
H. Hylan, William R. Long, James
H. Lynch, Fred Mahlstedt, Theodore
W. Miller, John J. O'Connell, James
D. Parker, Carl Schutzman, Henry
J. Stangroom, John Wyman, William
R. Young.
FILM
Robert Fellows, producer, Turn of Fate,
Four Star Films Inc., Hollywood, resigns
to prepare two feature films for 1958. One
is on Formosa, with cooperation of Nation-
alist China, and one stars Anita Ekberg.
Vincent Fennelly, producer of CBS-TV's
Trackdown, succeeds him. He will continue
to produce Trackdown.
Ben Feiner Jr., will produce Screen Gems'
tv series starring Ed Wynn, titled My Old
Man. Mr. Feiner, whose tv credits include
Amos 'n Andy, Bob Crosby Show, Climax,
Gunsmoke, Frank Sinatra Show, Life With
Father and Navy Log, is setting up head-
quarters at Screen Gems to supervise scripts
and casting for new series, scheduled for
production in January.
Carol Irwin, who produced CBS-TV's se-
ries / Remember Mama, will produce
Screen Gems' new tv series Minerva starring
Myrna Loy. With her business associate,
Doris Quinlan, Miss Irwin will move to
Hollywood this week to begin casting other
permanent members of Minerva cast.
Christmas
lives in the
joy and
satisfaction
of the giver
and in the
delight and
thankfulness
of those
who receive.
Buy and use Christmas Seals
Aaron Spelling and Jimmy Komack, co-
median singer, have composed "The Ballad
of Dan Case" to be sung in background of
program of that title written by Mr. Spelling
for Four-Star's Dick Powell's Zane Grey
Theatre tv film series.
NETWORKS • • . .
Thomas Henry, formerly account execu-
tive, MBS midwest division, to NBC cen-
tral division network sales on Today-To-
night unit.
Charles Godwin, for- ►
merly director of radio
station relations, ABC, to
Air Trails Network
(WING Dayton, WCOL
Columbus, WIZE Spring-
field, all Ohio, and WKLO
Louisville, Ky.), as di-
rector of development.
STATIONS
11% •
Ben Ludy, formerly
general manager, WIBW
Topeka, Kan., to KWFT
Wichita Falls, Tex., as
president and general man-
ager. Mr. Ludy heads new
corporation, North Texas
Radio Inc., station owner.
Raymond W. Welpott, ►
manager, WKY-AM-TV
Oklahoma City, named
vice president of WKY
Tv System Inc. Prior to
joining stations he was
manager of WRGB (TV)
Schenectady, N. Y.
Howard S. Kester joins Mid-Florida Radio
Corp. and WLOF Orlando, Fla., as vice
president and general manager, respectively.
M Kenneth Morton, man-
ager, KOOL-TV Phoenix,
Ariz., elected vice presi-
dent of KOOL Radio-Tv
Inc. Mr. Morton formerly
was commercial manager
of KCOY Santa Maria,
Calif.
Homer Lane, assistant ►
general manager, KOOL
Phoenix, also named vice
president of KOOL Radio-
Tv. Mr. Lane began his
radio career with CBS
and joined KOOL in
1951.
Bob Burns, formerly with WHAM Roch-
ester, to WFLR Dundee, both New York, as
station manager.
■< Reeve Owen, director
of engineering and pro-
duction, WTVM (TV)
Columbus, Ga., named
general manager of
WROM-TV Chattanooga.
Mr. Owen joined WTVM
in 1953 as chief engineer.
FIRST IN DETROIT
• PROGRAMMING
• EXPERIENCE
• SALES RESULTS
ASK DETROITERS!
WORLD'S FIRST RADIO STATION
Owned and Operated by THE DETROIT NEWS
National R*par*«ntatlv«i:
PETERS, GRIFFIN, WOODWARD, INC.
FIRST 100 MARKETS
WHBF
RADIO & TELEVISION
COMING!
Greatly Expanded TV
Coverage from a New
1000 ft. Tower
REPRESENTED BY AVERY-KN4
INC.
Broadcasting
December 2, 1957 • Page 89
Everything you need in one complete
HANDBOOK & DICTIONARY
TELEVISION
PRODUCTION
by Harry Wayne McMahan
of Leo Burnett Co., Inc.
It's a dictionary that explains over 2,000 terms,
plus a lively, informative handbook that gives
the working procedures of the 16 basic tele-
vision operations.
Harry McMahan, member of plans board and super-
visor of TV commercial creative operations for Leo
Burnett Co., Inc.. has more than 20 years of experience
in all phases of TV and film production. His Television
Production is an invaluable reference and refresher for
anyone who works in TV, or hopes to get into any phase
of TV.
16 fact-packed sections . . . over 100 illustrations . . .
232 large pages x ■ ■ . dictionary indexed . . .
only $7.50.
DO YOU KNOW ENOUGH ABOUT THESE TEtEVISION
SUBJECTS?
Animation
Programming
Live TV Production
Film TV Production
The Language of Lighting
The Camera
Art and Scenery
Sound
Film Stock and Processing
Film Editing
Optical & Special Effects
AT YOUR BOOKSELLER, OR
Mail coupon for 10 days trial examination
HASTINGS HOUSE, Publishers
41 East 50th Street
New York 22, New York
Please send me a copy of TELEVISION PRODUCTION
by McMahan. I enclose $7.50. If not completely
satisfied I may return the book within ten days for
a full refund.
NAME
ADDRESS
CITY ZONE .... STATE
BIG
and still growing
• Survey after Survey of 14
counties indicates Uncontested
Dominance of Northern Illinois-
Southern Wisconsin area by
WREX-TV.
* Combined rural and industrial
following . . . ideal for test
campaigns.
PEOPLE CONTINUED
Gayle D. Swofford, WJXN Jackson, Miss.,
named station manager.
John M. Baldwin, vice
president-business manag-
er, KDYL and KTVT
(TV), both Salt Lake City,
to WTCN-AM-TV Minne-
apolis as operations man-
ager, it was announced by
Phil Hoffman, vice presi-
dent-general manager of WTCN-AM-TV.
James Schiavone, op- ►
erations manager, WWJ-
TV Detroit, named sta-
tion manager. Prior to
joining station in 1952,
Mr. Schiavone was tv
writer, producer-director.
Lee Roddy, salesman, KGFJ Los Angeles,
named sales manager succeeding Molly
Low, who resigns to enter her own business.
-< Charles L. Murn, sales
staff, WOKO Albany, N.
Y., promoted to general
sales manager, succeeding
C. Russell Ehresman, who
resigns.
Stephen F. Temmer, head of Teldon Pro-
ductions Inc., N. Y., takes on extra duties
of general manager of WBAI (FM) New
York. Bert Cowlan, producer, Teldon Pro-
ductions, joins WBAI as program director.
George E. Johnson, ►
sales representative,
WHAS-TV Louisville,
Ky., named sales man-
ager, succeeding Albert J.
Gillen, who joins WABT-
TV and WAPI, both Bir-
mingham, Ala., as vice
president of sales.
Richard W. Schappa, formerly with sales
staff, Sunshine Biscuit Inc., Long Island
City, N. Y., to WWTV-TV Cadillac, Mich.,
as promotion-merchandising manager.
Jean Cook, account executive, WLOF Or-
lando, Fla., named local commercial man-
ager. Marvin Rothschild succeeds him.
Arthur Gerbel, sales manager, Frayn Print-
ing Co., Seattle, to KOMO-AM-TV there
as public relations manager.
Doug Martin and George Washington, pro-
ducer-directors, WCHS-TV Charleston, W.
Va., named assistant production manager
and assistant program manager, respectively.
William Cooke, salesman, WTVR (TV)
Richmond, Va., to WCHS-AM-TV as pro-
motion director, succeeding Bruce Johns,
who resigns to join Tv Guide, Cincinnati,
as regional promotional director. Mort
Cohn, program manager, WCHS-TV named
acting head of combined news department,
succeeding Bob Boaz, news director, who
resigns.
Ted Anthony, promotion director, WJW-TV
Cleveland, Ohio, named sales promotion
director. Bud Mertons, assistant advertising-
promotion manager, KRCA (TV) Los
Angeles, joins station as audience promo-
tion director.
-< Lewis Dickensheets,
formerly with W I B W
Topeka, Kan., to KWFT
Wichita Falls, Tex., as as-
s i s t a nt manager. Mr.
Dickensheets is director-
treasurer, North Texas Ra-
dio Inc., station's owner.
Marjorie Kemme, ad- ►
ministrative assistant to
president, Crosley Broad-
casting Corp. (WLW and
WLWT [TV] Cincinnati,
W L W D [TV] Dayton,
WLWC [TV] Columbus,
both Ohio, WLWA [TV]
Atlanta, Ga. and WLWI [TV] Indianapolis),
named director of press relations for WLW
and WLWT.
■< Anne Hatfield, former-
ly radio promotion copy-
writer and assistant to ra-
dio promotion manager,
NBC Spot Sales, N. Y., to
Crosley Broadcasting
Corp., as sales develop-
ment director.
Arthur Forrest, with WABD (TV) New York
since 1948 as stage manager, technical di-
rector, assistant director and cameraman,
promoted to director.
Charles B. (Pete) ►
Dooley, formerly chief an-
nouncer WEOA Evans-
ville, Ind., rejoins station
as executive program di-
rector. Prior to rejoining
WEOA, Mr. Dooley was
with WSEE (TV) Erie, Pa.
■< Charles O'Donnell. as-
sistant station manager,
WHAT Philadelphia, to
WIBG there as news direc-
tor-announcer. Prior to
joining WHAT, Mr.
O'Donnell was with
WCAU-TV Philadelphia.
Neil Flanagan, senior news editor, KYW-
AM-TV Cleveland, Ohio, and Milton Metz,
news reporter, named newsroom operations
supervisor and United Nations correspond-
ent, respectively.
Dick Palmquist, announcer, WOW Omaha,
Neb., named sales representative. Ken
Barnes, KUSN St. Joseph, Mo., and Gene
Piatt, KELO Sioux Falls, S. Dak., to WOW
as announcers.
John F. Burke Jr., tv salesman, joins WJZ-
TV Baltimore as account executive.
David Soister, manager, U. of New Mexico
student bookstore, to KOB Albuquerque,
as account executive.
Harry E. Goodwin, formerly with Grindle
Adv., Indianapolis, joins WFBM-TV there
as account executive.
Broadcasting
WREX-TV
sales power!
WREX-TV. — "The Viewers' Choice"
DELIVERS your message to the buyers
in this rich industrial and agricultural
market.
The consistent high quality in produc-
tion, promotion and merchandising of
both spots and programs has earned
many major awards for WREX-TV this
year! For the best medium to reach this
Rockford area market consult H-R for
the WREX-TV story.
J. M. BAISCH, General Manager
REPRESENTED BY H-R TELEVISION, INC.
OFFICIALS at the Nov. 14 ground-
breaking for CBS Laboratories in
suburban Stamford, Conn., buried a
sound capsule to be opened in 2057
A.D. Ceremony participants (kneel-
ing, 1 to r): John Christensen, chief
engineer, CBS Labs; Dr. Peter Gold-
mark, president, and Dr. Frank
Stanton, president of CBS Inc.;
(standing, 1 to r) : Stamford Mayor
Thomas Quigley; Daniel Hickey,
chairman of the mayor's civic affairs
committee; CBS technician Ciro
Torchia, and Connecticut State Sen.
Benton H. Grant.
The new million dollar laboratory
is to be finished by the summer of
1958. Long-play records, which CBS
Labs' considers one of its most signifi-
cant developments, were used to re-
cord sound capsule's historic contents.
A radio-active substance in the capsule
will enable researchers to find it in a
thousand years by using a geiger
counter.
Chuck Martin, sales staff, KCMC-TV
Texarkana, Tex., to KTBS-TV Shreveport
sales staff.
J. C. Long, formerly commercial manager,
WRFS Alexander City, Ala., joins WKAB
Mobile sales staff.
Raymond D. Schneider, WEEK-TV Peoria,
111., to WIRL there as chief engineer.
Gary Anderson, copywriter-announcer,
WLAK Lakeland, Fla., to WOOD Grand
Rapids, Mich., as copywriter.
«r>wARD E.STARK
HOWARD „Nts
NEW YORK 22. N. *
]A11 Inquire* Confidential^
Henry Untermeyer, general manager, KCBS
San Francisco, and Elaine Benioff were
married Nov. 24.
Robert Wayne Amsberry, 29, host of chil-
dren's shows, KEX Portland, Ore., died Nov.
21 after being involved in automobile ac-
cident.
REPRESENTATIVES .i^r ..•.vm.:.:.
Hal Parks, account executive, WAGA At-
lanta, named manager of new Atlanta office
for Adam Young radio-tv representation
companies.
Robert J. McNamara, formerly account ex-
ecutive with Peters, Griffin, Woodward,
appointed director of client services, H-R
Representatives Inc.
James M. King, formerly account execu-
tive, George P. Hollingbery Co., joins Chi-
cago office of Peters, Griffin, Woodward,
as tv account executive.
James O. Parsons Jr., vice president of Har-
rington, Righter & Parsons, N. Y., station
representative, married to Elizabeth Patricia
O'Brien on Nov. 23.
PROGRAM SERVICES mmmmmmmmmm
S. Robert Roe, associate producer with
Goodson-Todman, N. Y., 1950-51, rejoins
company as production executive.
MANUFACTURING : • « * • t. • s» v tmmm
William J. Nagy, sales promotion manager,
accessory division, Philco Corp., Philadel-
phia, named general sales manager.
Jack Pyle, sales engineer, Sylvania Electric
Products Inc., Semiconductor Div., L. A.,
appointed to similar post for division in
Burlingame, Calif.
Robert D. Browning, recording engineer,
RCA-Victor, Chicago, to ORRadio Indus-
tries Inc., Opelika, Ala., research and en-
gineering staff.
TRADE ASSNS.
Neva Elliott, past president, Women's Ad-
vertising Club of Portland, Ore., and mem-
ber of legal firm of Sever & Elliott in that
city, appointed general counsel of Adver-
tising Assn. of West.
EDUCATION • ••• • •
Phil Johnson, news director, WCSH-AM-
TV Portland, to Nasson College, both
Maine, as assistant to president.
Ernest E. Phelps, assistant program director,
WERS-FM Boston (Emerson College) to
Endicott Junior College, Beverly, Mass., as
radio-tv department head.
John Schubeck Jr. formerly news staff,
WUOM (FM) Ann Arbor (U. of Michigan),
to WJR Detroit, news staff.
INTERNATIONAL
E. T. Gater to vice president in charge of
sales and advertising of Sterling Drug Mfg.
Ltd., Windsor, Ont.
BILLY BANKS, President
Like Hundreds
of Broadcasters . . .
President
BILLY BANKS of
WHAT
Philadelphia, Pa.
and General Manager
DOLLY BANKS
Selected
STAINLESS TOWERS
DOLLY BANKS, Gen. Mgr.
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
for Informative
Literature.
St ai nless, inc.
NORTH WALES • PENNSYLVANIA
Broadcasting
December 2, 1957 • Page 91
PROFESSIONAL CARD
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-541 1
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE *
RUSSELL
P. MAY
711 14th St., N. W.
Sheraton Bldg.
Washington 5, D. C.
REpublic 7-3984
Member AFCCE*
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE *
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Enecutive 3-5851
Member AFCCE *
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VI R N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE *
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phpjm Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
Page 92 • December 2, 1957
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
Member AFCCE *
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE *
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG
CHARLESTON, W. VA.
PHONE:
Dl. 3-7503
COLLECTIONS
For the Industry
ALL OVER THE WORLD
TV — Radio — Film and Media
Accounts Receivable
No Collection — No Commissions
STANDARD ACTUARIAL WARRANTY CO.
220 West 42nd St., N. Y. 36, N. Y.
I.O 5-5990
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
LOWELL R. WRIGHT
Aeronautical Consultant
serving the radio & tv industry
on aeronautical problems created
by antenna towers
Munsey Bldg., Wash. 4, D. C.
District 7-1740
(nights-holidays telephone
ELmwood 6-4212)
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Lufkin, Texas
NEptune 4-4242 NEptune 4-9558
Member AFCCE *
Broadcasting
FOR THE RECORD
Station Authorizations, Applications
As Compiled by BROADCASTING
November 21 through November 26
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per- night. LS — local sunset, mod. — modification
mit. ERP — effective radiated power, vhf — very trans. — transmitter, unl. — unlimited hours, kc —
high frequency, uhf — ultra high frequency, ant. kilocycles. SCA — subsidiary communications au-
— antenna, aur. — aural, vis. — visual, kw — kilo- thorization. SSA — special service authorization
watts, w — watt, mc — megacycles. D — day. N — STA — special temporary authorization. * — educ.
New Tv Stations
APPLICATIONS
Tampa, Fla. — Tampa Telecasters Inc., vhf ch.
10 (192-198 mc); ERP 316 kw vis., 158 kw aur.;
ant. height above average terrain 1,185 ft., above
ground 1,209 ft. Estimated construction cost
$928,400, first year operating cost $720,000, rev-
enue $900,000. P. O. address First National Bank
Bldg., Tarpon Springs, Fla. Studio location
Tampa, Fla. Trans, location near Port Richey,
Fla. Geographic coordinates 28° 19' 32" N. Lat.,
82° 41' 04" W. Long. Trans., ant. GE. Legal
counsel McKenna and Wilkinson, Wash., D. C.
Consulting engineer Commercial Radio Equip-
ment Co., Wash., D. C. Owners are Kenneth R.
Giddens (75%) and others. Mr. Giddens is presi-
dent and 20% stockholder of WKRG-AM-FM-
TV Mobile, Ala. Announced Nov. 22.
Mankato, Minn. — Two-States Television Co.,
vhf ch. 12 (204-210 mc); ERP 316 kw vis., 158
kw aur.; ant. height above average terrain 1,038
ft., above ground 1,113 ft. Estimated construction
cost $523,860, first year operating cost $330,000,
revenue $315,000. P. O. address New Ulm Journal,
New Ulm, Minn. Studio location Mankato, Minn.
Trans, location near Lewisville, Minn. Geo-
graphic coordinates 43° 56' 14" N. Lat., 94° 24'
41" W. Long. Trans., ant. RCA. Legal counsel
Frank Stollenwerck, Wash., D. C. Consulting
engineer Commercial Radio Equipment Co.,
Wash., D. C. Owners are KNUJ Inc. (60%) and
others. KNUJ Inc. is licensee of KNTJJ New Ulm,
Minn. Walter K. Mickelson is president of KNUJ
Inc.; Mr. Mickelson and Monte Appel each own
49.82% of KNUJ. Announced Nov. 26.
Existing Tv Stations
ACTIONS BY FCC
KCOP (TV) Los Angeles, Calif.— Is being ad-
vised that Commission is unable to find, at this
time, that requested assignment of license to
KCOP Television Inc., will serve public interest
and, accordingly, is giving applicants until Dec.
20 to comment or amend application. Announced
Nov. 21.
WLOF-TV, Orlando, Fla.— Granted application
to increase vis. ERP from 102 kw to 316 kw, ant.
height from 550 ft. to 610 ft., change type trans.,
make other equipment changes, and change lo-
cation of main studio from trans, site outside to
inside city limits; condition. By letter, denied
petition of WORZ Inc., Orlando, "to consign
application to pending files and for other pur-
poses." Announced Nov. 21.
WPTZ North Pole, N. Y. — Is being advised that
application to increase vis. ERP from 20 kw to
100 kw, increase ant. height from 1200 to 1205
ft., change type trans, and location of main
studio indicates necessity of hearing. Announced
Nov. 21.
CALL LETTERS ASSIGNED
KORN-TV Mitchell, S. D. — Mitchell Bcstg. Assn.
Inc., ch. 5.
Allocations
PROPOSED TV CHANNEL CHANGES
Commission invites comments by Dec. 20 to
following proposals for changes in tv table of
channel assignments:
By M&M Bcstg. Co. Inc., permittee of WMBV-
TV ch. 11, Marinette, Wis., to shift that channel
to Green Bay, Wis.
By Television City, Inc., permittee of tv sta-
tion WTAE ch. 4, McKeesport, Pa., to shift that
channel from Irwin to Pittsburgh, Pa.
Translators
ACTIONS BY FCC
People's Tv Inc., Leadville, Colo. — Granted cp
for new tv translator station on ch. 78 to trans-
late programs of KOA-TV (ch. 4) Denver, Colo.
Announced Nov. 21.
Grande Ronde Television Assn. Inc., La Grande,
Ore. — Granted cp for new tv translator station
on ch. 80 to translate programs of KREM-TV
(ch. 2) Spokane, Wash. Announced Nov. 21.
Benton County Tv Assn., Benton City and West
Richland, Wash. — Granted cp for new tv trans-
lator station on ch. 81 to translate programs of
KHQ-TV (ch. 6) Spokane. Announced Nov. 21.
La Barge Community Tv Inc., La Barge and
Big Piney, Wyo. — Granted cp for new tv trans-
lator station on ch. 78 to translate programs of
KSL-TV (ch. 5) Salt Lake City, Utah. Announced
Nov. 21.
Evanston Non-Proflt Tv Inc., Evanston, Wyo.
— Granted cps for three new tv translator sta-
tions to translate programs of Salt Lake City
stations — one on ch. 71 to translate programs of
KUTV (ch. 2), second on ch. 75 to translate pro-
grams of KTVT (ch. 4) and third on ch. 79 to
translate programs of KSL-TV (ch. 5). Announced
Nov. 21.
CALL LETTERS ASSIGNED *
K74AM Paradise Valley & Golconda, Nev. —
Chttrlcs A ISTclson
K70AZ Gallup, N. Mex.— UHF-Television for
Gallup Assn.
* Translator channels are designated by the
numbers in their call letters.
New Am Stations
APPLICATIONS
Chico, Calif.— WSC Bcstg. Co., 930 kc, 500 w.
D. P. O. address Fred W. Stevens, 508 North
Central Ave., Medford, Ore. Estimated construc-
tion cost $21,118, first year operating cost $52,000,
revenue $65,000. Fred W. Stevens is sole owner.
Mr. Stevens has auto and insurance interests.
Announced Nov. 26.
Cordele, Ga— Radio Cordele, 1320 kc, 500 w D.
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
MIDWEST
SOUTH
SOUTHWEST
WEST
NEW ENGLAND
NETWORK
DAYTIME
WEST TEXAS
CALIFORNIA
INDEPENDENT
FULLTIME
INDEPENDENT
DAYTIMER
FULLTIME
$130,000
$150,000
$125,000
$60,000
$125,000
Exclusive full-
time market over
40,000. Ideal for
owner-operator.
Real estate
valued over $40,-
000. Good profits.
29% down.
Terrific agricul-
tural and urban
coverage. Making
money. Well
equipped. Terms
available.
Very good terms
on this Kentucky
independent. Po-
tential not yet
reached. Needs
owner-operator.
25% down and
long-term pay-
out. Showing a
nice profit. Well
equipped. New
transmitter. Fine
set-up for an
owner-manager.
Major non-met-
ropolitan market
showing excellent
growth. Econom-
ical operation
with high profit
ratio. Realisti-
cally priced.
WASHINGTON, D. C.
CHICAGO, ILL.
ATLANTA, GA.
DALLAS, TEX.
SAN FRANCISCO
Wrti. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1175
W. R. (Ike) Twining
1 1 1 Sutter St.
EX 2-5671
Call
your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting December 2, 1957 • Page 93
FOR THE RECORD
COMMERCIAL STATION BOXSCORE
As Reported by FCC through Oct. 31
am
FM
TV
Licensed (all on air)
3,092
522
3731
CPs on air (new stations)
65
11
1202
CPs not on air (new stations)
122
47
119
Total authorized stations
3,279
580
655
Applications for new stations (not in hearing)
368
30
75
Applications for new stations (in hearing)
116
9 .
51
Total applications for new stations
484
39
126
Applications for major changes (not in hearing)
217
16
42
Applications for major changes (in hearing)
26
1
10
Total applications for major changes
243
17
52
Licenses deleted
0
1
0
CPs deleted
4
0
2
AM
FM
TV (Commercial)
SUMMARY OF STATUS OF AM, FM, TV
Compiled by BROADCASTING through Nov. 26
ON AIR
Lie. Cps
3,092 65
522 11
3731 1202
CP
Not on air
128
53
121
TOTAL APPLICATIONS
For new stations
501
44
133
OPERATING TELEVISION STATIONS
Compiled by BROADCASTING through Nov. 26
VHF UHF
Commercial 408 85
Non-Commercial 22 6
TOTAL
4933
28*
1 There are, in addition, six tv stations which are no longer on the air, but retain their
licenses.
3 There are, in addition, 37 tv cp-holders which were on the air at one time but are no
longer in operation, but which retain their program authorities or STAs.
3 There have been, in addition, 177 television cps granted, but now deleted (33 vhf and
144 uhf).
4 There has been, in addition, one uhf educational tv station granted, but now deleted.
New Fm Stations
P. O. address John B. Amos, Box 1640, Colum-
bus, Ga. Estimated construction cost $24,120, first
year operating cost $48,000, revenue $52,000. Own-
ers are John B. Amos and Elmer Loftin (each
50%). Messrs. Amos and Loftin each own 32.5%
of WFDR Manchester, Ga.; Mr. Loftin is presi-
dent of station. Announced Nov. 22.
Ellsworth, Me.— Coastal Bcstg. Co., 1370 kc,
1 kw D. P. O. address Donald E. Knowles, 20
Harthorn Ave., Bangor, Me. Estimated construc-
tion cost $13,575, first year operating cost $40,000,
revenue $45,000. Owners are Milton C. Chapman,
Donald E. Knowles and Nicholas P. Brountas
(each one-third). Mr. Chapman is handling per-
sonal investments; Mr. Knowles is sales manager
of WABI-AM-TV Bangor, Me.; Mr. Brountas is
attorney. Announced Nov. 22.
Lima, Ohio — Allen County Bcstg. Co., 1240 kc,
250 w. unl. P. O. address 1415 Lakewood Ave.,
Lima, Ohio. Estimated construction cost $25,968,
first year operating cost $101,000, revenue $162,-
000. Owners are G. C McKelvey, Gene Trace
(each 26%) and others. Mr. McKelvey is in ad-
vertising. Mr. Trace is vice president, general
manager and 30% owner of WBBW Youngstown,
Ohio. Announced Nov. 21.
Tomah, Wis. — Jack L. Goodsitt, 1440 kc, 1 kw
D. P. O. address 818 Empire Bldg., Milwaukee,
Wis. Estimated construction cost $27,279, first
year operating cost $42,000, revenue $55,000. Mr.
Goodsitt, sole owner, is attorney. Announced
Nov. 22.
Existing Am Stations
ACTION BY FCC
KONK Shelton, Wash.— Is being advised that,
unless within 20 days it requests hearing, its ap-
plication for additional time to construct am sta-
tion (920 kc, 500 w, D) will be dismissed, cp can-
celled, and call letters deleted. Announced Nov.
21.
CALL LETTERS ASSIGNED
WJDY Salisbury, Md.— Hoyt C Murphy, 1470
kc. Changed from WMPY.
WAMP Pittsburgh, Pa. — NBC, 1320 kc. Changed
from WJAS.
WPDE Florence, S. C— Twin Carolina Bcstg.
Co., 540 kc.
WISV Viroqua, Wis.— Parks Robinson, 1360 kc.
P
m
I
I
Florida
8110.000.00
Coastal daytimer in one of Florida's most rapidly growing mar-
kets. Presently profitable, this property is just beginning to realize
its potential. $25,000 cash will handle, with balance easily payable
out of earnings.
^Blackburn
NEGOTIATIONS • FINANCING
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
mpanij
• APPRAISALS
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
Page 94
December 2, 1957
ACTION BY FCC
Denver, Colo. — KDEN Bcstg. Co — Granted 99.5
mc, 9.1 kw unl. P. O. address 1601 W. Jewell Ave.,
Denver, Colo. Estimated construction cost $4,000,
first vear operating cost $5,000, revenue $5,000.
KDEN Bcstg. is owned by Ewald E. Koepke and
Frank E. Amole Jr. (each 50%). Announced Nov.
21.
APPLICATIONS
San Diego, Calif. — KCBQ Inc., 107.9 mc, 17.45
kw unl. P. O. address 645 Ash Ave., San Diego,
Calif. Estimated construction cost $8,255. first
year operating cost $20,000, revenue $20,000.
Owner is Bartell Bcstrs. Inc., licensee of WOKY
Milwaukee, Wis.; KRUX Glendale, Ariz.; KCBQ
San Diego and WILD Boston. Announced Nov. 26.
Anna, 111. — Anna Bcstg. Co., 92.7 mc, 1 kw unl.
P. O. address Anna Hotel. Anna, 111. Estimated
construction cost $3,800. first year operating cost
$5,000. revenue $7,500. Owners are Pierce E.
Lackey, F. E. Lackey and others (minor inter-
ests). Pierce Lackey is 49% owner, also, of
WRAJ Anna, 111. and 100% owner of WPAD
Paducah, Ky. F. E. Lackey is 48% owner of
WRAJ and 100% owner of WHOP Hopkinsville,
Ky. Announced Nov. 25.
Towson, Md.— WTOW Inc., 101.9 mc, 19.99 kw
unl. P. O. address WTOW Towson, Md. Esti-
mated construction cost $13,770, first year oper-
ating cost $1,200 (costs will be carried by parent
am station), revenue $3,000. Owners are John S.
Booth, Harry J. Daly (each 45%) and others.
Mr. Booth is vice president, general manager
and one-third stockholder of WCHA Chambers-
burg, Pa., vice president and 25% stockholder
of WTVE (TV) Elmira, N. Y., president and
99% owner of WMLP Milton, Pa., president and
45% stockholder of WANB Waynesburg, Pa. and
president and one-third owner of WBRX Ber-
wick, Pa. Mr. Daly is 10% stockholder of WMLV
Millville, N. J., 45% owner of WANB, one-third
owner of WBRX. Announced Nov. 21.
Brookline, Mass. — Champion Bcstg. System Inc.,
92.9 mc, 13.6 kw unl. P. O. address 790 Common-
wealth Ave., Boston 15, Mass. Estimated con-
struction cost $14,900, first year operating cost
$6,000, revenue $7,500. Champion Bcstg. System
owns WBOS Boston. Herbert S. Hoffman, owner
of Champion Bcstg., also owns one-third of
WSME Sanford, Me. Announced Nov. 26.
Springfield, Ohio— Champion City Bcstg. Co.,
103.9 mc, 0.944 kw unl. P. O. address Spring and
High Sts.. Springfield, Ohio. Estimated construc-
tion cost $5,000, first year operating cost $6,000,
revenue $6,500. Owners are R. Stanley Lucas,
William T. Bailey and Robert L. Yontz (each one-
third). Mr. Lucas is attorney. Mr. Bailey is at-
torney. Mr. Yontz has been salesman for WJEL
Springfield, Ohio. Announced Nov. 21.
Existing Fm Stations
ACTIONS BY FCC
KCMK (FM) Kansas City, Mo.— Granted sub-
sidiary communications authorization to furnish
background music on a multiplex basis. An-
nounced Nov. 21.
CALL LETTERS ASSIGNED
WBZ-FM Boston, Mass. — Westinghouse Bcstg.
Co., 106.7 mc.
WVBR-FM Ithaca, N. Y.— Cornell Radio Guild
Inc., 101.7 mc.
WNCN New York. N. Y.— Concert Network
Die. Changed from WYCN.
WMOH-FM Hamilton, Ohio— The Fort Hamil-
ton Bcstg. Co., 103.5 mc.
WPFB-FM Middletown, Ohio— Paul F. Braden,
105.9 mc.
WIFI Glenside, Pa. — Melvin Gollub & Fred
Gollub, S2.5 mc. Changed from WFMG.
WFMP Pittsburgh, Pa.— NBC, 99.7 mc. Changed
from WJAS-FM.
WPCN Providence, R. I. — Concert Network
Inc. Changed from WXCN.
Ownership Changes
ACTIONS BY FCC
WRMA Montgomery, Ala. — Granted assignment
of license from Ralph M. Allgood and Grover
Wise to WRMA Bcstg. Co. Inc. (interest in
WAOK Atlanta, Ga.); consideration $165,000. An-
nounced Nov. 21.
KAIR Tucson, Ariz. — Granted assignment of cp
from William J. Hyland III, Dawkins Espy and
James H. Duncan to Josh Higgins Radio Enter-
prises Inc. (65% KXEL Waterloo, Iowa); consid-
eration $135,000. Announced Nov. 21.
KWG Stockton, Calif. — Granted assignment of
license to KWG Bcstg. Co. (O. R. Reichenbach,
president); consideration $85,000. Announced
Nov. 21.
KGOL Golden, Colo. — Granted transfer of con-
trol from Rachel R. and Robert W. Fouse and
William H. Finch to Grand Canyon Bcstrs. Inc.
(KHEP Phoenix, Ariz.); consideration $39,000
for 75% interest. Announced Nov. 21.
WJDM (TV) Panama City, Fla.— Granted trans-
fer of control from J. D. Manly to Mel Wheeler
(25^ interest in WEAR-AM-TV Pensacola; owns
WTYT Titusville, and WSCM Panama City Beach,
all Fla.); consideration $60,000 for 96% interest
(with wife owning remaining 4%). Announced
Nov. 21.
KMGM-TV Minneapolis, Minn. — Granted trans-
fer of control from T. P. Johnson, et al., to
Broadcasting
r
National Telefilm Associates Inc. (Ely A. Landau,
president); consideration $650,000; without prej-
udice to whatever action Commission may deem
appropriate in light of any determinations in
United States v. National Telefilm Associates
Inc., Civil Action 119-287 (U. S. D. C, S. D. N. Y.)
and Standard Radio & Television Co. v. The
Chronical Publishing Co., et al. (Sup. ct., Calif.
Santa Clara County, Case No. 103194). Comr.
Bartley dissented and issued statement. An-
nounced Nov. 21.
WDEB Gulfport, Miss. — Granted assignment of
license to Electronics Research Inc. of Evans-
ville (Ind.); consideration $80,000. Announced
Nov. 21.
KSHO-TV Las Vegas, Nev.— Granted transfer
of control from Frank Oxarart, et al., to Nathan
and Mervyn L. Adelson; consideration $70,000.
Announced Nov. 21.
WFEA Manchester, N. H. — Granted transfer of
control from Farris E. Rahall to Farris E., N. Joe
and Sam G. Rahall, Clyde R. Fry and O. R.
Davies; four newcomers each pay $2,000 for
one-fifth interest plus note obligations. An-
nounced Nov. 21.
WCRE Cheraw, S. C— Granted assignment of
license to E. G. Robinson Jr. and William R.
Wagner, d/b as Pee Dee Bcstg. Co. (Mr. Robin-
son owns WDKD Kingstree, S. C; Mr. Wagner
25% interest in WBEJ Elizabethton, Tenn.); con-
sideration $20,000. Announced Nov. 21.
KDDD Dumas, Tex. — Granted acquisition of
positive control by Lucian W. Spencer (present
34.86% owner) through purchase of additional
stock from William L. Spencer for $18,500. An-
nounced Nov. 21.
WYSR Franklin, Va. — Granted relinquishment
of positive control by S. L. Goodman through
gift of 1% to Howard H. Keller, giving latter
50% interest. Announced Nov. 21.
WHAR Clarksburg, W. Va. — Granted transfer
of control from George Wilson Sr. and Jr. to
Mason C. and Mamma R. Deaver; consideration
$67,938. Announced Nov. 21.
APPLICATIONS
KOKY Little Rock, Ark. — Seeks assignment of
license and cp from Ebony Radio to Ebony Radio
of Arkansas Inc. Corporate change. No control
change. Announced Nov. 21.
WKEN Dover, Del. — Seeks assignment of li-
cense from WKEN Inc. to Coastal Carolina
Bcstg. Corp. for $35,000. Coastal Carolina Bcstg.
Corp. is owned by James Olin Tice Jr. (51%) and
George Henry Breivogel (49%). Mr. Breivogel is
announcer, CBS. Mr. Tice, also CBS announcer,
is president and nearly one-third owner of
WJOT Lake City, S. C. and president and 51%
owner of WBLR Batesburg, S. C. Announced
Nov. 26.
WWIL Ft. Lauderdale, Fla. — Seeks assignment
of license from Radio Station WIL, a joint ven-
ture, to Florida Air-Power Inc. for $4,500 plus
$20,000 loaned to corp. plus agreement to lend
additional $40,000. Florida Air-Power Inc. is
owned by Robert I. Home (66%%) and Richard
C. Fellows (33>/3%). Mr. Home is in candy. Mr.
Fellows is operations manager of WPDQ Jack-
sonville, Fla. Announced Nov. 21.
WMJM Cordele, Ga. — Seeks assignment of li-
cense from The Southeastern Bcstg. System to
Southeastern Bcstg. System Inc. Corporate
change. No control change. Announced Nov. 22.
WNBS Murray, Ky. — Seeks assignment of li-
cense from Murray Bcstg. Co. to Charles Shuffett
and C. H. Hulse Jr., a general partnership, d/b
as Service Bcstg. Co. for $8,925. Announced Nov.
21.
WCLD Cleveland, Miss. — Seeks assignment of
license from Voice of the Delta to Radio Cleve-
land Die. for $40,000. Radio Cleveland is owned
by George C. Shurden (16%) and William S.
Boswell, Charles M. Clark, I. E. Dattel, J. R.
Denton, S. E. Kossman Sr., Douglas A. Living-
ston, Jay Mann, H. L. Sledge and W. Frank
Wood (each 9-plus %). Mr. Shurden is manager,
20% owner of WMFC Monroeville, Ala. and gen-
eral manager of WCLD. Mr. Boswell is cpa. Mr.
Clark is in drugs and furniture. Mr. Dattel is
in general merchandise. Mr. Denton is in foods.
Mr. Kossman is in real estate, appliances and
autos. Mr. Livingston is in furniture. Mr. Mann
is in department store and rare books, Mr. Sledge
insurance. Announced Nov. 22.
WHUC Hudson, N. Y. — Seeks assignment of
license from The Colgren Bcstg. Co. to Colgren
Bcstg. Co. Inc. for $82,500. Colgren Bcstg. Co.
Inc. is owned by Orin Lehman, newspaper pub-
lisher. Announced Nov. 21.
WKOV Wellston, Ohio — Seeks transfer of con-
trol of licensee corp. (The Family Bcstg. Co.)
from Dexter Parks Robinson to The Court House
Bcstg. Co. for $32,000. The Court House Bcstg. Co.
is owned by W. N. Nungesser (30.75%), Wm.
Kingsbury (18.75%), E. J. Nungesser (13%) and
others. Court House Bcstg. also owns WCHO
Washington Court House, Ohio. Announced Nov.
26.
WDIA Memphis, Tenn. — Seeks transfer of con-
trol of licensee corp. (Bluff City Bcstg.) from
John R. Pepper to WDIA Inc. for $1,000,000.
WDIA Inc. is owned by WOPA Inc., which is
owned by Richard Goodman (55% ) and others.
Mr. Goodman has similar interest in WOPA-
AM-FM Oak Park, 111., and is vice president of
KXEL Waterloo, Iowa. Announced Nov. 15.
KTES Nacogdoches, Tex. — Seeks acquisition of
positive control of permittee corp. (East Texas
Bcstg. Co.) by Lee Scarborough through pur-
chase of all stock from Joe D. Prince, T. Gillette
Tilford and James G. Taylor for their initial
contributions of capital to the corp. Mr. Scar-
borough is owner KELS (FM) Nacogdoches. An-
nounced Nov. 21.
KRCT Pasadena, Tex. — Seeks transfer of con-
trol of licensee corp. (Bay Bcstg. Co.) from W. D.
Christmas to Industrial Bcstg. Co. for $175,000.
Industrial Bcstg. is owned by John H. Touch-
stone and Leroy J. Gloger (each 50%). Mr.
Touchstone is vice president, general manager
and 7% owner KRCT. Mr. Gloger has had
various business interests. Announced Nov. 20.
WNIX Springfield, Vt. — Seeks transfer of con-
trol of licensee corp. (Connecticut Valley Bcstg.
Co.) from Twin State Bcstrs. Inc. and E. Dean
Finney to Carlo F. Zezza and Elizabeth L.
Zezza for $14,904. Mr. Zezza is account exec, of
WPIX Television Inc., New York, N. Y. Elizabeth
Zezza is housewife. Announced Nov. 26.
WGKV Charleston, W. Va. — Seeks assignment
of license from Evans Bcstg. Co. to Joseph L.
Brechner for $12,500 plus assumption of note. Mr.
Brechner is president and more than 25% owner
of WLOF-AM-TV Orlando, Fla., and president
and 55% owner of WERC-AM-FM Erie, Pa.
Announced Nov. 18.
Routine Roundup
ACTIONS BY FCC
By Memorandum Opinion and Order, Com-
mission granted petition for reconsideration
filed by Television Spokane, Inc., to extent of
postponing effective date of Sept. 25 grant of
assignment of licenses of KREM-AM-FM-TV
(Ch. 2), Spokane, Wash., from Louis Wasmer to
KREM Bcstg. Co., pending final determination
in hearing with respect to protest by Television
Spokane; made latter party to proceeding; and
further ordered that, in event assignment has
been consummated, parties shall set aside as-
signment and return status quo within 30 days
from date of order. Commissioner Mack abstained
from voting. Commissioner Craven dissented.
Announced Nov. 21.
By Memorandum Opinion and Order, Com-
Planning
a Radio
Station?
You can save
yourself headaches
by making RCA
your single source
of equipment
and service . . .
For additional information
write to RCA, Dept. A-22,
Building 15-1, Camden, N. J.
RADIO CORPORATION
of AMERICA
Broadcasting
December 2, 1957 • Page 95
mission (1) postponed effective date of Sept. 18
grant of application of George A. Hormel II, for
new AM station (KQAQ) to operate on 970 kc,
1 kw, DA-D in Austin, Minn.; (2) designated
same for evidentiary hearing; (3) made protest-
ant Minnesota-Iowa Television Co. (licensee of
AM station KAUS and TV station KMMT Austin)
party to the proceeding, (4) denied KQAQ
motion to dismiss protest; and (5) further
ordered that, if requested by protestant within
10 days of release of Order, oral argument will
be held to determine whether certain issues are
grounds for setting aside grant. Commissioner
Ford abstained from voting. Announced Nov. 21.
Commission announced its Memorandum Opin-
ion and Order of Nov. 20 denying petition by The
Montana Network (KOOK-TV, Ch. 2), Billings,
Mont., for rehearing, stay and other relief, as
well as relief requested by Midland Empire
Bcstg. Co. in supplement to its opposition, di-
rected against April 17 decision which affirmed
and made effective immediately Nov. 23, 1955,
grant to Midland Empire Bcstg. Co. for new TV
station (KGHL-TV) to operate on Ch. 8 in
Billings, and which denied protest, etc., by
Montana Network. Commissioner Bartley con-
curred in result and issued statement; Com-
missioner Ford abstained from voting. An-
nounced Nov. 21.
Commission announced its Memorandum Opin-
ion and Order of Nov. 20, denying petition by
Community Telecasting Co. (WXTV Ch. 73),
Youngstown, Ohio, for rehearing and reconsider-
ation of Sept. 5 Memorandum Opinion and
Order which dismissed its protest to Com-
mission's Feb. 20 grant of application of WKST
Inc., to change transmitter site of WKST-TV
(Ch. 45), New Castle, Pa., and make equipment
changes; also denied request of WKST, Inc., con-
tained in its opposition to WXTV petition, that
the conclusions in Sept. 5 Memorandum Opinion
be modified to hold that WXTV's claims of eco-
nomic injury are frivolous and that in circum-
stances no grounds have been presented for set-
ting aside the grant. Commissioner Bartley con-
curred in part, dissented in part, and issued
statement. Announced Nov. 21.
Petitions for Rule Making Filed
Metropolitan Pittsburgh Educational Television
Station WQED Pittsburgh Pennsylvania — Peti-
tion requesting amendment of Sec. 3.606 by insti-
tuting Rule Making so as to allocate Ch. 22 at
Pittsburgh, Pennsylvania, by deleting assignment
of same at Clarksburg, West Virginia. Announced
Nov. 22.
FM Broadcasters Inc., tr/as Market-Casters
Seattle, Washington — Petition requesting amend-
ment of Sections 3.293, 3.294 and 3.295 by eliminat-
ing mandatory requirement that stations engaged
in type of programming known as "storecasting"
or instrumental music, news and public service
announcements must do so on multiplex basis.
Announced Nov. 22.
Capital Broadcasting Company, WNAV-FM
Annapolis, Maryland — Petition requesting amend-
ment of Rules with respect to multiplex broad-
casting by extending time for compliance for an
additional period of six months ending July 1,
1958, and for such other relief as may be neces-
sary to permit FM stations to continue their pres-
ent storecasting operations until such time as
they are able to obtain and install satisfactory
equipment for conversion to multiplex opera-
tions; or, in alternative, to grant Petitioner a
waiver of the requirements of Section 3.293
under the same terms and conditions. Announced
Nov. 22.
King Broadcasting Company, KING-FM
Seattle, Washington — Petition requesting post-
ponement of effective date of Section 3.293 for
period of not less than six months from January
1, 1958, or, in alternative, to grant Petitioner a
waiver of multiplexing requirement, to con-
tinue its simplex operation for six-month period
during which it will be able to reach informed
decision as to whether to apply for an authoriza-
tion for a multiplexing operation. Announced
Nov. 22.
North Shore Broadcasting Company WEAW-
FM Illinois — Petition requesting amendment of
Sec. 3.293 so as to change last parenthetical ex-
pression to provide for issuance of subsidiary
communications authorizations on simplex basis
to expire July 1, 1958, and for such other relief as
may be necessary to permit FM stations to con-
tinue their present storecasting operations until
such time as they are able to obtain and install
satisfactory equipment for conversion to multi-
plex operations; or, in alternative, to grant
Petitioner waiver of requirements of Section
3.293 under the same terms and conditions. An-
nounced Nov. 22.
The Silver City Crystal Company, Inc. WMMW-
FM Meriden, Connecticut — (Same as above).
ACTIONS ON MOTIONS
By Chief Hearing Examiner James D.
Cunningham on Nov. 18
Granted petition of Robert Hecksher, Jackson-
ville, Fla., to dismiss without prejudice his AM
application, and retained in hearing status re-
maining AM applications involved in the con-
solidation.
By Hearing Examiner Thomas H. Donahue
on Nov. 18
At oral request of Atlantic Coast Bcstg. Corp.
of Charleston (WTMA-TV Ch. 4), Charleston,
S. C, and with concurrence of all other partici-
pants, ordered that hearing on Atlantic's TV
application scheduled for Nov. 19 is continued to
Dec. 3.
By Hearing Examiner Annie Neal Huntting on
Nov. 19
Issued Statement and Order Following First
Pre-Hearing Conference in proceeding on AM
applications of Grady M. Sinyard, Fullerton Ky.,
and Karl Kegley, Vanceburg, Ky.
By Hearing Examiner Charles J. Frederick
on the dates shown
Ordered that prehearing conference will be
held on De. 6 re AM applications of Santa Rosa
Bcstg. Co., Santa Rosa, Calif., et al. (Action
11/19).
Ordered that further prehearing conference
scheduled for Dec. 12 is cancelled, and that
further prehearing conference is scheduled for
2:00 p.m., Nov. 21, and hearing proper is sched-
uled for Dec. 12 in proceeding on AM applica-
tions of Enterprise Bcstg. Co., Fresno, Calif.,
et al (Action 11/20).
By Commissioner Robert T. Bartley on Nov. 21
Granted petition of Broadcast Bureau for ex-
tension of time to Dec. 3 within which to file
Exceptions to Initial Decision issued in proceed-
ing on AM application of Huntington-Montauk
Broadcasting Co., Inc. (WGSM) Deer Park, L. I.,
N. Y.
Granted petition of Broadcast Bureau for ex-
tension of time to Dec. 6 within which to file
reply to petition of Nov. 12 by Huntington-Mon-
tauk Bcstg. Co., Inc., Huntington, N. Y., for
dismissal of FM application of The Riverside
Church in the City of New York, New York,
N. Y., or in alternative, reconsideration of
order designating for consolidated hearing
Huntington and Riverside applications.
By Chief Hearing Examiner James D.
Cunningham on Nov. 20
Granted petition of Grady M. Sinyard, Fuller-
ton, Ky., for acceptance of his Appearance filed
late in proceeding on his AM application and
that of Karl Kegley, Vanceburg, Ky.
Dismissed pleading entitled "Opposition to
Motion to Strike and Reply to Opposition to
WEHT Petition to Intervene", filed on Nov. 18
by WEHT Inc. (WEHT Ch. 50) Evansville, Ind.,
in proceeding on Evansville Television, Inc., to
show cause why its authorization for WTVW
Evansville, should not be modified to specify
operation on Ch. 31 in lieu of Ch. 7.
By Hearing Examiner Charles J. Frederick
on the dates shown
Ordered that oral argument on petition of
Television Broadcasters, Inc., to amend its ap-
plication for Mod. of CP (KBMT) to change from
Ch. 31 to Ch. 12, Beaumont, Texas, will be held
at commencement of further hearing scheduled
for Dec. 16 in Ch. 12 proceeding, Beaumont, and
time to be allotted to counsel for each applicant
will be determined at that time (Action 11/20);
by Memorandum Opinion and Order, denied
"Petition For Examiner To Enlarge Issues" filed
by Brown Telecasters, Inc., on Sept. 12 (Action
11/21).
By Hearing Examiner Hugh B. Hutchison
on Nov. 20
Denied petition of The Riverside Church in
the City of New York, New York, N. Y., for
leave to amend its FM application to reflect
an increase in hours of operation per week of its
proposal, and consequent alterations in its
programming and staffing proposals.
By Hearing Examiner H. Gifford Irion
on Nov. 20
Ordered that hearing scheduled for Nov. 25 is
continued indefinitely in proceeding on AM
applications of Radio St. Croix, Inc., New Rich-
mond, Wis., et al.
By Hearing Examiner Elizabeth C. Smith
on Nov. 20
Granted petition of Broadcast Bureau for
continuance of hearing from Nov. 21 to Dec. 4, at
11:00 a.m., in proceeding on AM applications of
Allegan County Broadcasters, Allegan, Mich., and
Booth Radio & Television Stations, Inc. (WJVA)
South Bend, Ind.
By Chief Hearing Examiner James D.
Cunningham on the dates shown
Granted petition of Carolina Bcstg. System,
Inc., Wilmington, N. C, for dismissal without
prejudice of its application for new TV station
to operate on Ch. 3. and dismissed joint motion
of United Bcstg. System, Die, and New Hanover
Bcstg. Co., to make the dismissal of petitioner's
application effective immediately (Action 11/25).
By Hearing Examiner H. Gifford Irion
on Nov. 22
Issued Order Correcting Transcript of testi-
mony in proceeding on AM application of Noble-
DeKalb Bcstg. Co., Inc. (WKTL Kendallville, Ind.,
by withdrawing Exhibit 1 physically from the
record since it has no further use.
Granted petition of Hennepin County Bcstg.
Co., Golden Valley, Minn., for leave to amend
its AM application by including certain photo-
graphs of its transmitter site.
By Hearing Examiner Elizabeth C. Smith
on the dates shown
Granted petition of Cleveland County Bcstg.
Co. Shelby, N. C, for leave to amend its AM
application to show change in proposed opera-
tion from 1590 kc, 1 kw, D, to 1390 kc, 500 w, D,
directional, and the application as amended is
removed from the hearing docket and returned
to the processing line (Action 11/21).
Granted motion of Lee County Bcstg. Co.,
Pennington Gap, Va., for dismissal of its "Peti-
tion to Release Lee County Broadcasting Com-
pany from Hearing Proceedings", filed on
October 21 (Action 11/22).
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of November 22
KSAN-TV San Francisco, Calif. — Granted ex-
tension of completion date to 5-22-58.
Actions of November 21
Granted licenses for following AM stations:
KIML Gillette. Wyo.; WCCN Neillsville, Wis.;
WILI Willimantic, Conn.; WMMS Bath, Maine;
WCWC Ripon, Wis., conditions; WITT Lewisburg,
Pa.; WGOR Georgetown, Ky.; KPER Gilroy,
Calif. ;WENO Madison, Tenn., conditions; KBCL
Bossier City, La., and specify studio location and
remote control point; condition; KOOO Omaha,
Nebr., and specify studio location; conditions;
KWYR Winner, S. Dak., and specify studio loca-
cation and remote control point.
KTKT Tucson, Ariz. — Granted license covering
change in facilities, installation new transmitter
and DA-D and change transmitter location; con-
ditions.
WHOL Allentown, Pa. — Granted license cover-
ing change in facilities, installation of directional
antenna and new transmitter; conditions.
KSEM Moses Lake, Wash. — Granted license
covering change in facilities, installation of new
transmitter and directional antenna DA-2, and
change transmitter location.
WJUN Mexico, Pa. — Granted license covering
increase in power and specify type transmitter.
WJCM Sebring, Fla. — Granted license covering
increase in power.
WLAF LaFollette, Tenn. — Granted license
covering change of power from 100 w to 250 w;
conditions.
WKMI Kalamazoo, Mich. — Granted license
covering installation of a new transmitter as an
auxiliary transmitter at present location of main
transmitter.
KFJZ Fort Worth, Tex. — Granted license
covering installation of a new auxiliary trans-
mitter.
KTRE Lufkin, Tex. — Granted license covering
installation of a new transmitter.
KLUB Salt Lake City, Utah— Granted license
covering installation of a new auxiliary trans-
mitter and increase power from 250 watts to
1 kw.
WLOU Louisville, Ky. — Granted license cover-
ing increase of power from 1 kw to 5 kw and
installation of new transmitter.
WCRK Morristown, Tenn. — Granted license
covering change in facilities, installation of new
Continued on page 101
ALLEN KANDER & CO.
N EGO
EVALUATIONS
FINANCIAL
ADVISERS
AT O R S
FOR THE PURCHASE AND SALE OF
RADIO and TELEVISION
STATIONS
WASHINGTON
NEW YORK
CHICAGO
DENVER
1625 Eye St., N.W. NAtional 8-1990
60 East 42nd St. MUrray Hill 7-4242
35 East Wacker Dr. RAndolph 6-6760
1700 Broadway Acoma 2-3623
Page 96 • December 2, 1957
Broadcasting
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 204 per word — $2.00 minimum • HELP WANTED 25* per word — $2.00 minimum.
• All other classifications 30# per word — $4.00 minimum. • DISPLAY ads $20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting expressly repudiates any liability or responsibility for their custody or return.
RADIO RADIO RADIO
Help Wanted Help Wanted— (Cont'd) Help Wanted— (Cont'd)
Management
Station manager or commercial manager. Inde-
pendent in market of 30,000 with 11 years ex-
perience, local, network, small and metropolitan
markets with excellent references. Thorough
knowledge of music-news operation. Promotion-
minded. Can sell against best salesman in town.
Available January first 1958. For salary require-
ments, references, and resume write Box 926B,
BROADCASTING.
General manager-aggressive sales. Take charge
of excellent well-equipped daytime station in
rural eastern seaboard market. Want honest,
hard worker who likes small towns and selling.
Excellent salary and commission. Box 952B,
BROADCASTING.
Eastern chain has new station under construction.
Needs assistant station manager immediately.
Eventually promotion to manager. Applicant
must have several years announcing experience,
sales experience, must be married, must have car.
Send tape, resume and photo. Box 157C, BROAD-
CASTING.
Sales
Salesman or salesmanager single station market
15,000; $500 plus percentage earnings. Experience
other phases required. Box 130C, BROADCAST-
ING.
Southwest, top rated station in rapidly expanding
market has opening for experienced salesman.
Box 227C, BROADCASTING.
Dodge the snowballs. Prominent network station
in southwest needs salesman-announcer. Do not
apply unless you are willing to work. We expect
to pay well if you work well. Salary for air work
plus draw or commission on sales. NO applica-
tions accepted unless accompanied by tape, sales
record, and references. You don't have to have a
lot of experience, but you must be good material.
Room for advancement. Box 251C. BROADCAST-
ING.
Splendid future with Detroit independent for
man with proven sales ability, imagination and
organizational talent. Box 257C, BROADCAST-
ING.
Two experienced salesmen-announcers who
really know how to sell. Send pertinent infor-
mation Bob Howard, Manager, WBRX, Berwick,
Pennsylvania.
New progressive daytimer servicing N. J. subur-
ban area in need of experienced salesman.
WHTG, Asbury Park, N. J.
Immediate opening for experienced salesman in
metropolitan Pennsylvania market. Excellent
guarantee against 15% commission. Established
accounts and market. Send full information in
first letter, including experience and present
billing to Louis Murray, WRTA, Altoona, Penn-
sylvania.
Announcers
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, BROADCASTING.
Florida top-notch pop DJ. $100 week to start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, BROADCAST-
ING.
Immediate opening for staff announcer qualified
also as newsman. 1,000 watt independent near
Chicago. Personal interview necessary, detail
age, education, experience in resume. Box 821B,
BROADCASTING.
Announcers
Disc jockey and special events man for top-
rated show on top-rated news and music indie.
Sunny Florida living in booming market. Send
tape, resume, etc., to Box 958B, BROADCAST-
ING.
Maryland independent wants staff announcer with
some experience who can do good record show
and operate board. Box 131C, BROADCASTING.
Two announcers in established western Penn-
sylvania station. Must be experienced in board
work, news writing and show imagination in dj
work. Good pay to right men. Send tape, refer-
ences, salary requirements, background and pic-
ture. All material will be returned promptly.
Box 152C, BROADCASTING.
Send 5 minutes on tape. Independent 5-kw 24-
hour midwest station needs nite dj with 1st class
ticket. Pay and working conditions good. Box
198C, BROADCASTING.
Energetic family man announcer with Storz-
Noemac ability and cooperative personality to
work with growing Texas chain of stations.
Wealth of experience not needed. Tape and
resume first leter. Box 201C, BROADCASTING.
Midwest daytimer wants experienced staff an-
nouncer for early morning dj and news work.
Prefer married man who wants to settle in finest
community in midwest. Send tape, photo's and
resume to Box 216G. BROADCASTING. 3rd
ticket or better required.
Mo. opening. Good announcer, dj on top 40
music station. Floaters need not apply. Please
send tape and state minimum salary. Box 219C,
BROADCASTING.
Good dependable combination man. southern
market. Write Box 234C, BROADCASTING.
Daytime station needs combo announcer-engi-
neer. Tommie Stripling, KTET, Livingston, Texas.
Announcer with first phone, no maintenance,
contact G. C. Packard, KTRC, Santa Fe, N. M.
Experienced dj familiar with music, news format.
Send tape dj show and news to KWOW, Pomona,
California.
Experienced announcer-disc jockey needed for
top midwestern radio station. Send tape and
letter with full particulars to the P.D., WGEM,
Quincy, Illinois.
New progressive 500 watt daytimer reaching
N. Y. metropolitan area is in need of an expe-
rienced announcer with first phone. Small opera-
tion. WHTG, Route 1, Asbury Park, N. J.
Experienced staff dj. All-round man. WKLZ.
Kalamazoo, Michigan.
Wanted, young newsman. Desire more important
than experience. Salary range, 75-80. Send tape,
photo, resume to: Don Potter, WKNX-AM-TV,
Saginaw, Michigan.
Experienced versatile announcer who knows
popular music for Washington, D. C. area inde-
pendent. Send resume, tape and photo to Jack
Moran, WPIK, Alexandria, Virginia.
Big small town market of 70.000 (general vicinity
of Atlpnta) w=nts combo man with 1st phone
ticket for night shift — never more than 4 or 5
hours per night on board, only 5 nights a week
Must have good voice. Send tape, resume and
desired starting salary immediately to Don
Mitchell, 230 Lakeview Ave., NE, Atlanta 5,
Georgia.
Technical
Eastern Kentucky daytimer needs first class
engineer immediately. Send complete resume.
Box 991B, BROADCASTING.
Need engineer for active station. Some announc-
ing. Good pay and pleasant working conditions.
Box 138C, BROADCASTING.
Chief engineer. Immediate opening for experi-
enced engineer, Virginia station. Send complete
information. Box 193C. BROADCASTING.
Technical
Looking for engineer, announcer. Annoucing the
most important. Good opportunity for right man
with 1st phone. Starting salary $90.00 per week.
If interested send tape, 5000 watt, 25 years old,
number one in Amarillo, Texas, KFDA, Box 128.
Experienced chief engineer-announcer. Send
tape, experience to KWOW, Pomona, California.
Chief engineer-announcer, good salary; send tape
and resume to WDBL, Springfield, Tenn.
Immediate opening for chief engineer-announcer
for 1000 watt southeast independent station. Good
pay, pleasant working conditions. Send tape,
photograph, and resume to WJAT, Inc., Swains-
boro, Ga.
Wanted, engineer-announcer with first class
phone. Southern West Virginia CBS affiliate. An-
nouncing experience stressed. Transmitter watch
duties to spell other technicians. Immediate open-
ing. Group insurance program. WJLS, Beckley,
West Virginia.
Technical supervisor take charge well equipped
am-fm operation. New Gates kilowatt am, GE fm
transmitters, remote controlled. Applicants must
have several years all-around maintenance ex-
perience. Excellent opportunity for engineer
preferring station which maintains A-l equipment
condition. Contact Ray Cheney, WMIX, Mt.
Vernon, Illinois.
Production-Programming, Others
Experienced and persuasive copywriter for net-
work station in beautiful Texas resort city. Box
946B, BROADCASTING.
Combo news-staff man with emphasis on news in
depth. Permanent berth in major Ohio metro-
politan market to man who can cut the mustard.
Starting salary commensurate with experience
and ability. Send resume, photo, tape and other
pertinent information first letter. Box 197C,
BROADCASTING.
Newsman for southern New England 5 kw net-
work affiliate. Emphasis on gathering and
writing local news. Air work not necessary.
Youth, enthusiasm and sports knowledge de-
sirable. Send full information to Box 231C,
BROADCASTING.
Opportunity for competant small station news-
man, ready to move up, to join news staff of
50 kw mid-Atlantic area radio station. Send re-
sume of experience and qualifications along with
tape to Box 243C, BROADCASTING.
5000 watt mid-west radio needs assistant news
and sports director. News, leg and air work,
sports, air color play-by-play. Music background,
first phone ticket. Young married man preferred.
Excellent future. Send tape, photo, references,
salary expected to James Jae, Manager, KHMO,
Hannibal, Missouri.
RADIO
Situations Wanted
Management
Permanent location, with opportunity of part
ownership. Experienced all phases. Box 807B,
BROADCASTING.
General manager available 1st of year. Highly
promotional. 18 years radio experience. Refer-
ences, married and reliable. Can produce. Box
162C, BROADCASTING.
Recently sold my station after ten years of prof-
itable operation. Ready to bring you a most
thorough and comprehensive knowledge of the
broadcasting business, all phases. Married, fam-
ily, 37 years old, available February. Looking
for community with a future. Box 224C, BROAD-
CASTING.
Broadcasting
December 2, 1957 • Page 97
RADIO
RADIO
RADIO
Situations Wanted — (Cont'd)
Management
General manager for small market station de-
sires similar position with medium or large mar-
ket station. Proven record and best references
from nation's most respected multiple-station
owner. Current station sold after increase in
income. Available after December 15th. Will
accept salary-override arrangement or will work
out management contract. Must have minimum
$9,000 plus. Write to R. O, 1750 39th Ave., San
Francisco.
Announcers
Basketball announcer, 7 years experience. Finest
of references. Excellent voice. Box 898B,
BROADCASTING.
Former network sportscaster and sports director
wishes to relocate. Excellent play-by-play. Tape,
picture and resume on request. Box 966B,
BROADCASTING.
Announcer, first phone, thoroughly experienced.
Sober, clean habits, dependable, selling voice.
Seeks permanent position. Box 142C, BROAD-
CASTING.
Top jock? You bet! Radioman? All the way!
Ability? Read what my last boss said! Experi-
enced? 2 years, pd! Successful? Now working in
one of the top 10 markets in the country! Why
leave? Too much tv! Interested? I've got the
tapes! No jukeboxes, please! Box 172C, BROAD-
CASTING.
Negro personality: Relocate. Now with top audi-
ence, 5000 watter. Five years dj experience.
Permanent. Box 180C, BROADCASTING.
Network caliber announcer-program director de-
sires location in major eastern market. 12 years
radio, some tv. Best agency references. Must
make 13-15 thousand. Married, family. Box 195C,
BROADCASTING.
C & W disc jockey, operate board and salesman
like location on east coast. Box 196C, BROAD-
CASTING.
DJ beginner, capable, eager to please, salary sec-
ondary to opportunity. Grad N.Y. radio school.
Tape and resume immediate on request. Box
203C, BROADCASTING.
Girl-personality, dj, run own board, eager to
please. Free to travel, gimmicks, and sales. Box
204C, BROADCASTING.
Personality-dj strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 205C, BROADCASTING.
Having trouble finding an all night dj? You've
found him. Single, vet, experienced. Box 211C,
BROADCASTING.
Situations Wanted — ( Cont'd)
Announcers
Starting a jazz show? I'd like to spin the sides
for you. Experienced. Vet. Single. Box 212C,
BROADCASTING.
Reliable 32-year-old announcer, 10 years experi-
ence seeks position in Ohio market. Production-
sales also. $105. per week. Box 221C, BROAD-
CASTING.
Station going top 40. I want out. Three years
varied experience, first phone. Would like staff
or pd at station programming somewhat above
teen-age level. Available January first. Box 222C,
BROADCASTING.
Experienced dj, knows music, good commercial,
can sell, family. Box 223C, BROADCASTING.
Personality dj, morning man, audience builder,
merchandise mover. Family man, no floating
flash. Can also sew up mid morning woman au-
dience with warm, friendly, different approach.
Tried under fire in highly competitive market
and large area. TV-pd and 12 years radio experi-
ence. Best references. East or Ohio preferred.
$200 minimum. Box 230C, BROADCASTING.
Western and country personality-dj seeks metro-
politan market. Have gun, will travel. 10 years
experience. Box 233C, BROADCASTING.
Announcer five years. First. Seeks college town
to complete education. Box 235C, BROADCAST-
ING.
Newscaster-announcer. Five years announcing,
one newsgathering, writing, reading. First phone.
Box 236C, BROADCASTING.
College grad, 33,, 10 years experience, staff and
dj, prefer 300 mile radius of Louisville, Ken-
tucky. Box 245C, BROADCASTING.
Personality-plus. A dj extraordinary! College
grad. 4 years experience, presently employed.
Salary $125. Interested in full-time music, news
operation. Write Box 246C, BROADCASTING.
So rare, announcer, license (no maintenance)
limited experence. $400 minimum. Box 247C,
BROADCASTING.
Staff announcer, good commercial delivery, dj,
news-graduate Cambridge Radio-TV Broadcast-
ing School. Start anywhere. Tape on request.
Box 248C, BROADCASTING.
Top flight announcer: Now employed in Chicago.
Married, two children. Experience, play-by-play-
record show (not hot shot type). Can sell
sponsor's products. Good ad-lib man. Can sell
and produce. On present job 1V2 years: previous
one, 7 years. Tape and full details on request.
Box 249C, BROADCASTING.
Situations Wanted — ( Cont' d )
Announcers
Announcer, experienced, music, news, sports,
commercials; operate board. Tape available. Box
254C, BROADCASTING.
Personality dj, salesman, fast delivery, gimmicks,
shows, hops. Available now. Box 255C, BROAD-
CASTING.
Negro, top rated dj, newscaster, commercials,
good voice, had own tv show. 931 48th St.
Kenosha, Wisconsin. Give full details.
4 years radio. Know all music. Employed, mar-
ried. Afternoon shift desired. Northeast pre-
ferred. Charlie Doll, Station WFTR, Front Royal,
Virginia.
Play-by-play, sports and staff announcer, 23,
married, college grad, 5 years experience, de-
pendable, progressive, want permanency, availa-
ble immediately, Charles Phillips, South 13th
Street, LaFollette, Tennessee. Phone 941.
Technical
Experienced chief engineer wants permanent
position. Reasonable salary. Licensed. Box 911B,
BROADCASTING.
Engineer-operator, nine years experience, all
phases, wishes overseas position in broadcasting
or related fields. Reply Box 161C, BROADCAST-
ING.
Chief engineer, family man, licensed twenty
years desires position California or southeast.
Box 217C, BROADCASTING.
3 years am, some tv, half as chief 5 kw remote
control directional. Reliable, capable. Want chief
am or fm. Prefer midwest. Box 242C, BROAD-
CASTING.
Young man, 22, desires part-time transmitter
position evenings or weekends in northern New
Jersey area only. Graduate RCA Institutes —
have 1st phone, no experience. Box 252C,
BROADCASTING.
1st phone combo man, tv or radio, ready to
travel. West coast bay area preferred. Veteran,
have training, want experience. John Pardini,
5910 Sunset Blvd., Hollywood 28, Calif.
Production-Programming, Others
News director-commentator. Top talent, fully ex-
perienced, now employed. Exceptionally fine
voice. Mature, authoritative delivery. Want top
station at top salary. First phone, no mainten-
ance. Box 173C, BROADCASTING.
News director. 10 years. Want challenge, com-
petition. Make your station prestige station, with
top rated news. Know tv and radio news from
the story to airing. Do top air job, film, edit,
write. Direct staff for best coverage. College.
Married, child. References from top men. Box
213C, BROADCASTING.
Copywriter, girl Friday, creative imagination;
really like to write. News editing experience.
General business and retail sales background.
Box 244C, BROADCASTING.
Continuity, traffic director, prolific writer. Top
salary required. Prefer south. Box 250C, BROAD-
CASTING.
Copywriter-dj, 35. seven years experience, inter-
ested selling. Resume, continuity specimens, tape.
Box 256C, BROADCASTING.
Top news man, 11 years experience, write own
copy, gather, edit and air. Strong on commer-
cials, married, 2 small children. Vet. Experience
runs from local to network. Prime consideration:
a good city in which to settle and raise my
family. No floater. Best references. Write Apt.
#1, 2460 W. Hutchinson. Chicago, Illinois. Phone:
Irving 8-8104.
Copywriter. Still employed but looking with
employer's blessing. Can do air and secretarial
work. Hazel D. Calden, WMAX, Grand Rapids.
TELEVISION
Help Wanted
Sales
Salesman wanted for growing Rocky Mountain
city, vhf network station. Excellent opportunity.
Write Box 208C, BROADCASTING.
ANNOUNCERS
Radio stations throughout the country are
rapidly converting to "combo operation".
Keep pace with the trend — protect your se-
curity— get your first class F.C.C. license without delay. Put yourself on the preferred list
for better, higher-paid positions. A first class F.C.C. license gives you the advantage over
otherwise equally qualified applicants. We have trained thousands and can prepare you,
too, for a first class F.C.C. license in a minimum of time. Our 32 page booklet, Opportuni-
ties in Electronics, explains how you can prepare for this all-important license quickly,
through home study or in resident classes. This booklet is free. Write for it today.
Our Guarantee
If yon should fail the FCC
exam after finishing our
course, we guarantee to
give yon additional train-
ing at NO ADDITIONAL
COST.
FCC-Type Exams
FCC-type tests are used
throughout the Grantham
course. Constant practice
with these FCC-type tests
helps you prepare for the
actual FCC examination.
IAIL COUPON TO SCHOOL NEAREST YOC
GRANTHAM SCHOOLS, Dept. 14-G
821 19th St., N.W., Washington 6, D. C. or 1505 N. Western Ave., Hollywood 27, Calif.
Please fend me your free booklet, telling how I can get my FIRST CLASS
FCC license quickly. I understand there is no obligation and no talesman
will call.
Name.
Address.
_City_
_State_
I am interested in: □ Home Study □ Resident Classes
Page 98 • December 2, 1957
Broadcasting
TELEVISION
TELEVISION
FOR SALE — ( Cont'd )
Help Wanted— (Cont'd)
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B, BROADCASTING.
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
Northwestern CBS affiliate needs engineer ex-
perienced in tv transmitter and microwave. Give
references and personal data in letter to Box
192C, BROADCASTING.
Transmitter engineer for vhf station in metro-
politan midwest city. Radiotelephone first re-
quired. Salary range $80.00 to $125.00, other
benefits. Opportunity to advance from small ra-
dio or tv operations to a large operation. State
experience, education, and provide a recent
snapshot. Box 206C, BROADCASTING.
If you have a first class license and good voice,
like to work, enjoy eating and dressing well, want
to live in one of the nation's outstanding recrea-
tional areas, and are looking for a real opportu-
nity with a growing company, rush letter, tape
and photo to Dick Vick, KGEZ-TV. Kalispell,
Montana.
Television engineer, must have first phone and
thorough knowledge of studio equipment with
emphasis on maintenance. Excellent facilities
make working conditions ideal. Good salary to
qualified man. Write or wire General Manager,
KMSO-TV, Missoula, Montana.
Have technical opening for man either experi-
enced or inexperienced. First phone reqiured.
KXJB-TV, Valley City, North Dakota.
Production-Programming, Others
Experienced television copywriter with speed
and imagination for Texas vhf. Box 945B,
BROADCASTING.
TELEVISION
Situations Wanted
Management
Promotion manager. Award winning promotion
manager desires position with major or medium
market station. Expert in sales promotion, de-
velopment, merchandising and advertising. Strong
on regional and national sales. Top Madison and
Michigan Avenue references. East and midwest.
Box 124C, BROADCASTING.
General manager now managing network vhf
station, small market. Have developed present
station to maturity and now desire larger mar-
ket. Ten years radio and television management
experience. Extensive midwest and New York
agency contacts. Excellent network and national
representative relations. Under 40. References.
Box 232C, BROADCASTING.
Top man in major market will relocate as oper-
ations or production manager for top money.
If you can afford a good operation, I'll send res-
ume. Ten years experience. Box 259C, BROAD-
CASTING.
Sales
Selling out my business (D&B D-2). Experienced
radio-tv sales, 31, single, BFA, MA, seeking op-
portunity tv sales. Available January 1. Box
191C, BROADCASTING.
Eleven years experience including three sales-
manager. UHF experience in mixed market. Cur-
rently employed. Family. 31. Finest references.
I'll make you money. Box 240C, BROADCAST-
ING.
Announcers
Experienced announcer, presently employed in
radio, desires advancement to tv. Single, 27,
veteran. Tape, resume available. Box 136C,
BROADCASTING.
Production-Programming, Others
Photographer. Experienced news and commer-
cial, complete equipment; family; locate any-
where. Box 893B, BROADCASTING.
Yes! Five years television production experi-
ence. Director, audio, camera, floor, film, light-
ing, announcing. Yes! Ready and willing to
shoulder responsibility. Yes! Reliable, family
man, sober. Yes! Presently employed but seek-
ing advancement. Write Box 199C, BROAD-
CASTING.
Situations Wanted — (Cont'd)
Production-Programming, Others
Production manager-producer/director. 8 years
experience. Local, network, agency, film. Ex-
cellent references. Desires position with a future.
Box 202C, BROADCASTING.
Canadian television executive, presently em-
ployed, has reached top with present family
owned-operated station. 7 years Canadian radio,
3 television. Hard worker and organizer. Fully
experienced in programming, production, per-
forming, film buying, and personnel. Desire ad-
vancement opportunity with aggressive Ameri-
can or Canadian station. Age 29, married with
one child. Present employer aware of this ad.
Can provide top references. Will travel for right
deal. Future most important. Money can be dis-
cussed. Write Box 214C, BROADCASTING.
Looking ahead? If you're doing any production
hiring soon, this man can fill your need. Big-
city newspaper reporter, still and movie photo
experience, now completing television production
course. Plus extra supervised training in major
market network station. 34, 3 children. Excellent
references in broadcasting industry. Box 226C,
BROADCASTING.
FOR SALE
Stations
Texas kilowatt in fast growing medium market.
Making money. $18,000 down, balance over 5
year. Please give your financial qualifications in
first letter. Box 218C, BROADCASTING.
For sale: North Alabama small station, new
equipment, excellent market, good gross. $75,000
with $25,000 cash down. No brokers, Box 228C,
BROADCASTING.
In response to many inquiries, WMPM is not for
sale. There are no idiots with enough money to
buy it. Building ugly, gross small, staff tempera-
mental, manager incompetent, market tough and
getting tougher. WMPM ain't much but it's mine
and I may as well stay with this dog and starve
doing what I enjoy. Jack Townsend.
When money talks, it says Norman. From Maine
to California, the following properties are availa-
ble through Norman & Norman, Inc., on the
basis that letters of inquiry will be submitted to
owners previous to disclosure of property. These
are quality properties available mostly for cash,
with the owners becoming more realistic daily.
No. 1. Mid-west, 5 kw, top 20 markets, low
frequency, $750,000 cash. No. 2. South-west,
excellent market, good frequency, high-ratings,
cash for annual gross, approximately $385,000.
No. 3. Mid-west, $1,400,000, most cash, some 5 year
terms, 5 kw, top fifteen markets, unusual op-
portunity. No. 4. Mid-west, $1,500,000, mostly
cash, excellent ratings, unusuall growth in offing,
sound for long-pull ownership, with excellent
returns, 5 kw. No. 5. Mid-west, local, single station
market. 85,000, 29% down, an excellent opportu-
nity, city of 20,000. No. 6. Colorado, single market
local, new equipment and studios, new tower and
site, non-resident owners will sell for cash at
near annual gross volume, approximately $55,000.
No. 7. Mid-west local, $600,000, cash in major
market, excellent business and rating to justify
price. Properties will be disclosed to qualified
buyers only upon written inquiry and after ap-
proval of owners as per our agreement with
them. Norman & Norman, Inc., 510 Security
Bldg., Davenport, Iowa.
Florida gulf coast, $85,000 with terms. Paul H.
Chapman Company, 84 Peachtree, Atlanta.
Northeast metropolitan market, $130,000 total,
half on terms. Paul H. Chapman Company, 17
East 48th, New York.
Profitable Florida single station market, asking
price, $75,000. Paul H. Chapman Company, 84
Peachtree, Atlanta.
Kansas City-Wichita area. A fulltime am station
available. Ralph Erwin. Broker. Tulsa.
Little Rock- St. Louis area. Medium-city broad-
cast station now available. Ralph Erwin. Broker.
Tulsa.
St. Louis-Kansas City area. An outstanding am
station available. Ralph Erwin. Broker. Tulsa.
Tulsa-Little Rock area. AM station now avail
able. Ralph Erwin. Broker. Tulsa.
Stations
Special. A semi-metropolitan city of highly
diversified economy. The 0.5 mvm market of this
station exceeds 106,000. Offered for private sale
to qualified principals only. Mid-Continent. Full-
time operation. Priced under $100,000. Written
inquiries invited. Ralph Erwin. Broker. Tuloma
Building, Tulsa.
For sale — 5 kw Western Electric water-cooled
transmitter. Excellent condition. Includes extra
tubes and parts. $1,250 for cash. Midwest Broad-
casting System, Farmington, Missouri.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
New tower. Free standing, 115 foot Dresser-
Ideco. Never erected. Complete tower and foot-
ing drawings. Write Box 207C, BROADCAST-
ING.
250 watt transmitter, 186-foot Ideco tower. Box
229C, BROADCASTING.
Two Ampex model 350C with new guarantee; one
with remote control. Both for $1750. Also new
Ampex 612 Stereo playback with two 620 speak-
er amplifiers. $500.00 complete. Box 241C,
BROADCASTING.
$1250 buys Gates RCM-12 remote control unit,
complete, ready to use. Station now combined
op. Box 651, Patchogue, L. I., N. Y.
For sale, fm mast. Collins six bay doughnut tuned
to 99.7. $900.00 F.O.B-, Sedalia, Missouri. Apply
M. J. Hinlein, KDRO-TV, Phone 1651, Sedalia.
740 feet 6Ys inch coax transmission line in per-
fect condition. Crated and ready for shipment,
$7,400 cash. Contact W. L. Shackelford, KSWS-
TV, Roswell, New Mexico.
For sale, 1 Channel 12 four-bay Prodelin antenna,
1 channel 13 diaplexer, 2 channel 13 Marmonic
filters. Contact Lloyd Amoo, KXJB-TV, Valley
City, North Dakota.
Mobile broadcast studio. Converted air line bus.
With or without equipment. Range 20 miles.
Money maker. WEOK, Poughkeepsie, N. Y.
50,000 watts am broadcast transmitter. Western
Electric type 306B, Serial 101. Two year supply
of tubes, $10,000. WJR, Detroit 2, Michigan,
A. Friendenthal.
Commercial crystals and new or replacement
crystals for RCA, Gates, W.E. and Bliley holders;
regrinding, repair, etc. Also A. M. Monitor serv-
ice. Nationwide unsolicited testimonials praise
our products and service! Send for catalog.
Eidson Electronic Co., PR 3-3901, Temple, Texas.
WANTED TO BUY
Stations
Three radio men desire fulltime station in pro-
gressive market. Have experience and finances.
Box 190C, BROADCASTING.
Will invest $10,000 and services for right radio
station. Broadcaster wants some management
participation. Box 210C, BROADCASTING.
Able manager, excellent profits record, 20 years
experience. Can make moderate investment to-
ward lease with purchase option, stock option
plan, partnership with absentee or inactive own-
er, or outright purchase. Box 225C, BROAD-
CASTING.
Equipment
Wanted to buy, 10 kw fm transmitter, other fm
accessories. Reply Box 467B, BROADCASTING.
One type MI 28227-2-92 to 108 megacycles for
1% line RCA isolation unit. Quote price, condi-
tion and delivery. Box 194C, BROADCASTING.
3 to 5 kw fm transmitter, antenna, and asso-
ciated gear. Box 200C, BROADCASTING.
Broadcasting
December 2, 1957 • Page 99
WANTED TO BUY — (Cont'd)
Equipment
Want to buy used, self-supporting tower, suitable
for tv antenna support. Must be 200 ft. or better.
Also one used GPL projector in good condition.
Box 238C, BROADCASTING.
FM receiver, rel or equivalent. Remote pickup
transmitter and receiver. Top condition only.
Box 239C, BROADCASTING.
We buy tower of 450 feet high, with insulators
and retains. Lights equipment, preferable in
aluminum three faces. Please address replies to
Radio Station XEAW, P. O. Box 628, Monterrey,
Nuevo Leon, Mexico. Besides we buy two 250
watt RCA Victor equipment.
Wanted: 1,000-foot tower. Please give price and
details. Reply Roy Giles, Box 1050, Roanoke,
Virginia.
We need 1 to 10 kw fm transmitter and acces-
sories-monitor-console-studio equipment. Any
unit or full set up. Write Missionary Founda-
tion, Box 254, Pasadena, California.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co.. 835 N. 19th St., Philadel-
phia 30. Pa.
INSTRUCTIONS
FCC first phone preparation by correspondence
or in resident classes, ©ur schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, »21-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Mkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
PROGRAM IDEAS
Spot commercial copyrighted program ideas, ra-
dio or tv, exclusive, factual fascinating material,
sample scripts, details available. Box 121C,
BROADCASTING.
RADIO
RADIO
FOR SALE
Help Wanted
Announcers
*
*
*
*
*
*
*
TOP PERSONALITY
If you're a clever, production-
minded deejay . . . you're our man.
Top indie in major market will
place Number one performer in
Number one slot. Send resume and
tape to:
Box 237C, BROADCASTING
AIR SALESMAN!
Sacramento's top-rated music end news per-
sonality station wants to immediately contact a
REALLY effective air salesman (D.J.), preferably
with a first ticket. Excellent salary — fine earning
opportunity — wonderful California community.
Rush audition tape, photograph and past ex-
perience resume to Jack Lawson, Station KXOA,
P. O. Box 3094, Sacramento 15, Calif.
Production-Programming, Others
NEWS DIRECTOR
Growing chain wants top-flight
news director effective January
First. Unless you are a mature
hard-hitting newshawk that can
dig it up and deliver it, don't
waste our time. Experience and
writing ability a must. Salary open.
Rush tape, photo, resume and
salary range to
Box 148C, BROADCASTING.
Help Wanted— (Cont'd)
Technical
<r^ ir^i ^^^^^(^^(^^^^(^^
I ENGINEER 1
f We need an experienced first -|
t class engineer. The man we are j
£ looking for must be able to plan ]}
f his work and follow through with ])>
£ a minimum of supervision. His J,
j- duties will consist ^
K I. Maintenance of all broadcast %
\ equipment. *
tt 2. Maintenance of Muzak studio jt
equipment. Jj.
K 3. Planning and supervision of Musak \
^ wide music installation.
4. Service Muzak subscribers. $
I It
| Base salary $6,000 plus. Send |
% complete details in application to $
| Box 253C, BROADCASTING. |
TELEVISION
Help Wanted
Sales
Excellent opportunity for top
notch Sales Promotion man in
major radio and TV market.
Must be experienced in creative
Sales Promotion techniques.
This is a top job for the right
man. Rush background mate-
rial in confidence to
Box 215C, BROADCASTING
Production-Programming, Others
WANTED
TV-PRODUCER-DIRECTOR
By one of country's top TV stations
in major eastern market. Must have
wide, diversified local live and film
programming experience. Have
demonstrated initiative and creative
ability. Excellent opportunity for
right man with one of nation's pio-
neer and most progressive broad-
casters. Salary commensurate with
experience. For interview mail com-
plete information to:
Box 220C, BROADCASTING
Stations
FOR SALE
RADIO STATION
METROPOLITAN AREA
"Pay-as-you-operate" plan will buy this
major market station, thus affording tax-
saving method to seller. Dominant major-
ity stockholder accepting executive posi-
tion in larger non-competitive business
which requires station sale. This valuable
property is well-known in this continually
expanding area with history to prove it
profitable future. Modest cash payment
will set the stage for this deal to buyer
with financial reputation and experience.
Guaranteeing entire station price. Easy
"buy-as-you-operate" payments do not
allow for brokers fee. Write directly to
Box 258C, BROADCASTING.
Looking toward Florida?
There are 137 stations
within its 830 mile stretch
— equal to the distance
from Chicago to Pensa-
cola.
Save time, travel and money through the
services of our Florida associate. This full
time representative can assist you in plan-
ning itinerary and conducting you to sellers.
PAUL H. CHAPMAN COMPANY
84 Peachtree
Atlanta
17 East 48th
New York
Equipment
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parte — Accessories
STEFFEN ELECTRO ART CO.
4403 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
WANTED TO BUY
Equipment
Wanted U.H.F. Transmitter
and accessories
Gene OFallon & Sons
639 Grant St., Denver Am 6-2397
EMPLOYMENT SERVICES
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7, D. C.
Page 100 • December 2, 1957
Broadcasting
EMPLOYMENT SERVICES
COME SOUTH!
Mississippi Broadcasters Associa-
tion, membership over 60 stations,
have openings for all phases of
broadcasting, including manage-
ment. If you would enjoy living in
leisurely mild climate with excel-
lent working conditions and good
pay, contact Mississippi Broadcast-
ers Placement Service (no fee), Paul
Schilling, WNAT, Natchez, Missis-
sippi.
MISCELLANEOUS
This year give
TOUJOUR! MANURE
— the provocative gift for gracious living. Twice
as powerful as higher-priced spreads, this dried
100% pure cow manure is indispensable in civil-
ized business and social life.
A little Toujours Manure goes a long way so
don't spread it on too thick (complete directions
on each package).
Order distinctive Toujcurs Manure in the spar-
kling white and gold foil 2 lb. fashion award
Holiday Gift Pack. Only $1.50 (postage & pack-
ing paid).
Sunny Pastures, Dept. M
Strawberry Hill, Norwalk, Conn.
#io //###•
for
you can't
beat a
classified ad
in getting
top-flight
personnel
FOR THE RECORD Continued from page 96
transmitter, install DA-N, change antenna-trans-
mitter location and operate transmitter by re-
mote control (studio location); conditions.
KANI Kailua, Hawaii — Granted license cover-
ing change in facilities, change to Non-DA,
change antenna-transmitter and studio and sta-
tion locations, make changes in antenna and
ground system, installation of a new transmitter,
and operate transmitter by remote control from
studios; conditions.
KHUM Eureka, Calif. — Granted license cover-
ing changes in nighttime directional antenna
system (using two tower array); conditions.
KFSG Los Angeles, Calif— Granted license
covering change in antenna system (add FM
antenna); conditions.
WPAL Charleston, S. C— Granted license
covering change of antenna-transmitter and
studio location and specify studio location.
KWON Bartlesville, Okla. — Granted license
covering installation of a new transmitter.
KAZZ Austin, Tex. — Granted license for FM
station.
KRE-FM Berkeley, Calif.— Granted license
covering decrease of ERP to 9.7 kw, antenna
height to minus 15 ft. and increase overall height
above ground to 241' 5".
WGKV Charleston, W. Va.— Granted license
to change remote control point (studio location).
KTKT-RM Tucson, Ariz.— Granted CP to in-
crease ERP to 5.8 kw, antenna height to minus
18 ft., and change transmitter-studio location.
WTSV-FM Claremont, N. H. — Granted CP to
reduce ERP to 3.4 kw, make changes in antenna
system, and operate transmitter by remote con-
trol.
KGHL-TV Billings, Mont.— Granted Mod. of
CP to change ERP to visual 316 kw, aural 158 kw,
antenna height to 748 ft., type of transmitters,
change antenna system and other equipment
changes.
WEZL Richmond, Va.— Granted Mod. of CP
to change antenna-transmitter location and make
changes in ground system.
WRTI-FM Philadelphia, Pa.— Granted Mod. of
CP to change type transmitter and amplifier;
condition.
WFMR Milwaukee, Wis.— Granted Mod. of CP
to make changes in antenna system, antenna
height 215 ft.; condition.
WWMT New Orleans, La. — Granted extension
of authority to remain silent to January 1, 1958.
Following were granted extensions of com-
pletion dates as shown: WWGS Tifton, Ga. to
12-4; WRC-FM Washington, D. C. to 3-19-58.
Actions of November 20
KAIR Tucson, Ariz. — Granted license for AM
station; conditions.
WROW, WCDA, WCDB, WCDC Albany, Haga-
man, N. Y. Adams, Mass. — Granted Mod. of
license and CPs to change name to Capitol
Cities Television Corp.
WTUP Tupelo, Miss.— Granted CP to replace
expired CP which authorized change in facilities
and installation of new transmitter; conditions.
KFOX Long Beach, Calif.— Granted Mod. of CP
to change type transmitter; conditions.
WCLW Mansfield, Ohio— Granted Mod. of CP to
change type transmitter; conditions.
WORC Worcester, Mass.— Granted Mod. of CP
to change type transmitter; conditions.
Following were granted extensions of com-
pletion dates as shown: WNOK-TV Columbia
S. C. to 5-25-58; KTEE Carmel, Calif, to 4-27-58;
WOAI San Antonio, Tex. to 5-28-58; WNMP
Evanston, 111. to 2-23-58; WFKB Key West, Fla.
to 1-31-58, conditions; WPNX Phenix City, Ala.,
Columbus, Ga. to 1-1-58, condition; WCLW Mans-
field, Ohio to 2-26-58, conditions.
KGU Honolulu, Hawaii — Granted request for
cancellation of CP for auxiliary transmitter.
Actions of November 18
KDZA Pueblo, Colo. — Granted transfer of con-
trol to Dee B. Crouch, Administrator of the
Estate of Zula Seaton (deceased).
WTRY Troy, N. Y. — Granted assignment of
license to The WTRY Bcstg. Corp.
WENS Pittsburgh, Pa. — Granted relinquishment
of negative control by Larry H. Israel through
transfer of stock to Audrey W. Israel (his wife).
WFBC-TV Greenville, S. C— Granted CP to
change transmitter location to near Cleveland,
S. C, make minor equipment changes and
changes in antenna system and antenna height;
antenna 2000 ft.
KCJB-TV Minot, N. D.— Granted extension of
completion date to 1-1-58.
Action of November 15
KBCA (FM) Beverly Hills, Calif.— Granted as-
signment of CP to Radio Beverly Hills.
License Renewals
Following stations were granted renewal of
license: WACA Camden, S. C; WANS Anderson,
S. C; WCRS Greenwood, S. C; WDSC Dillon,
S. C; WSGO Concord, N. C; WFLB Fayetteville,
N. C; WGNC Gastonia, N. C; WHED Washing-
ton, N. C; WHPB Belton, S. C; WIFM Elkin,
N. C; WISE Asheville, N. C; WKIM Wilming-
ton, N. C; WLAS Jacksonville, N. C; WMAP
Monroe, N. C; WOIC Columbia, S. C; WPFD
Darlington, S. C; WSOC Charlotte, N. C; WTMA
Charleston, S. C; WTOE Spruce Pine, N. C;
WWNC Asheville, N. C; WYCL York, S. C;
WDSC-FM Dillon, S. C; WGNC-FM Gastonia,
N. C; WIFM-FM Elkin, N. C; WSJS-FM Winston-
Salem, N. C; WTMA-FM Charleston, S. C;
WFBC Greenville, S. C; WTNJ Trenton, N. J.;
WMLV Millville, N. J.
AWARDS
Plans Set for DuPont Awards;
Radio-Tv Nominations Now Open
Nominations are open for the 15th annual
Alfred I. duPont Awards. Three awards,
each carrying a stipend of $1,000, will be
given in recognition of "outstanding radio
and television performances in the public
interest during 1957."
One award will go to a radio or tv sta-
tion "of larger power," one to a station "of
smaller power," and one to a radio or tv
commentator whose work during 1957 "has
been distinguished by aggressive and con-
sistently excellent and accurate gathering
of news. . . ."
Deadline for nominations is Dec. 3 1 .
Individuals or groups may nominate, and
nominations should be sent to Curator,
Alfred I. duPont Awards Foundation,
Lexington, Va. Winners will be selected by
an awards committee headed by Dr. Francis
P. Gaines, president of Washington & Lee
U., which administers the program for the
foundation. Presentation of the awards will
be made March 28, 1958 in Washington.
Winners are offered the privilege of using
the cash stipened to establish a scholarship
or fellowship for the benefit of the broad-
casting industry.
Media Awards Dinner Set Today
This year's National Mass Media Awards
will be presented by the Thomas Alva
Edison Foundation during a dinner today
(Monday) at New York's Waldorf-Astoria
Hotel. The awards, presented to the radio,
tv, motion picture, children's book and
comic book entertainment media, recognize
efforts in encouraging interest in science,
contributions to wholesome growth and
development of youngsters, and actions
"making meaningful the values and ideas of
the American way of life and tradition."
A "national station award" to the local
radio and tv station best serving youth in its
community also is being made. Admiral
Lewis L. Strauss, chairman of the Atomic
Energy Commission, is scheduled as speaker.
FJP Plans Award Dinner Dec. 10
Advertising, public relations, publishing
and communications divisions of the Federa-
tion of Jewish Philanthropies will honor five
leaders in the allied professions at the FJP
annual dinner in New York Dec. 10, it has
been reported. The dinner will honor
the "professional and philanthropic leader-
ship" of Robert W. Sarnoff, president, NBC;
William R. Baker Jr., chairman of the
board, Benton & Bowles; Thomas J. Deegan
Jr., vice president, Alleghany Corp.; Herbert
R. Mayes, editor, Good Housekeeping, and
Dorothy Schiff, publisher, New York Post.
WGY's Brooks Gets Food Award
Martha Brooks, WGY Schenectady.
N. Y., last week was presented with a "Life-
line of America" trophy award in the an-
nual competition conducted by the Grocery
Mfrs. of America. The awards are made
annually to a woman broadcaster and an
editor who perform outstanding jobs in
interpreting to their audiences significant
developments in the food field.
Women broadcasters who received certifi-
Broadcasting
December 2, 1957 • Page 101
AWARDS CONTINUED
PROGRAMS & PROMOTIONS
cates of merit during presentation cere-
monies at GMA's annual meeting in New
York were Josey Barnes, KDYL Salt Lake
City; Esther Hotton, WTMJ Milwaukee,
and Wynn Hybler Speece, WNAX Yankton,
S. D.
AWARD SHORTS
Charles H. Brower, general manager,
BBDO, N. Y., received Poor Richard Me-
dallion and citation for "outstanding leader-
ship in the field of advertising," from
Philadelphia's Poor Richard Club.
James Thomas Chirurg, chairman of board,
James Thomas Chirurg Co., Boston, re-
ceived Junior Advertising Club of Boston's
"Jacob" award for his work in advancement
of youth in advertising.
Kenneth Snyder, tv copy staff, Needham,
Louis & Brorby Inc., named local Adver-
tising Copywriter of Year by Chicago Copy-
writers Club.
Jack L. Warner, president, Warner Bros.
Pictures, to be honored Jan. 21 by National
Foundation for Infantile Paralysis with 1957
Humanitarian Award "In recognition of his
valuable contributions to human welfare."
Clete Roberts, newsman, KNXT (TV) Los
Angeles, named "Man of the Year" by
Southern California Counter Intelligence
Corps Assn. for, ". . . high integrity in eval-
uating the freedom of the press with the
confidential aspects of your informants and
information."
Milwaukee Pops Rehearsal Aired
A special program telecasting the re-
hearsal of the Milwaukee Pops Orchestra
was carried yesterday (Sunday) over WTMJ-
TV Milwaukee (11 a.m.-12 noon). It is said
to be the first time that rehearsal of a major
orchestra has been carried on television. The
conductor for the program was Arthur
Fiedler of the Boston Pops Symphony.
WEEP For & Against Rock V Roll
"I hate rock 'n' roll" and "I love rock 'n'
roll" contests are running concurrently on
WEEP Pittsburgh. Listeners are asked to
write to the station telling why they either
hate or love rock 'n' roll music. The winner
of each contest will be awarded a hi-fi phon-
ograph and the 10 runners-up in each cate-
gory will receive a long-playing record of
either classical or rock 'n' roll music.
WHTN-TV Organizes 'Ghost' Raiders
To promote its Civil War Grey Ghost
series (Tuesday, 7 p.m. EST) and to em-
phasize the importance of the nation's civil
defense, WHTN-TV Huntington, W. Va.,
organized 40 students from local Marshall
College into a "Confederate army" and
raided the city hall. After taking into cus-
tody the mayor and police chief, the invad-
ers hoisted the Confederate flag above the
city. The mayor was "forced" to sign a
proclamation complimenting the Grey Ghost
army on the surprise element of the raid,
illustrating the need for every citizen to
support his local civil defense activities.
WSTC Originates Live 'Shoparama'
WSTC Stamford, Conn., is originating
Shoparama, a half-hour show from Bloom-
ingdale's (a local department store) each
week. Described as "a complete merchan-
dising effort," the program covers all sec-
tions of the store, including its fashion de-
partment. Shoparama is aired on Monday,
Wednesday and Friday at 10 a.m., EST.
Pigeons Promote KOME in Tulsa
Advertising executives "got the bird"
from KOME Tulsa, Okla., when the station
sent homing pigeons to ad men in the area
to solicit orders. A note accompanied the
birds requesting recipients to place an order
via the "winged messenger" and stating that
the advertiser placing the largest order
would be awarded a bonus. The note also
stated that the sender of the first order re-
ceived by KOME would be awarded a tran-
sistor radio. This was won by Norman Rozell
of Wilson Advertising, Tulsa.
Baltimore Disc Jockey Cleans Up
WBAL Baltimore disc jockey, Jim West's
idea of housewives was that "they spend
the day talking to each other over coffee
cups." So when program manager Bob Mc-
Kinsey picked him to do a show from 1 to
2 p.m. every day — a show that is planned
and musically programmed for housewives
— he thought they ought to put in some re-
search on how "Maryland's ladies spend
their days and what they like in music."
Furthermore, to help WBAL's d.j. get
some first hand experience in the dish-
pan and dust mop brigade, he has offered
his services for a full day to some Baltimore
housewife. With postcards and letters pour-
ing in, plans are to award Mr. West's
services on the basis of the best written
thoughts on "Why radio is my constant
companion. . . ."
WBC Airs Emotional Health Series
Westinghouse Broadcasting Co., in coop-
eration with the American Medical Women's
Assn., is airing, on WBC's six stations, a 13-
week series of public service programs de-
voted to the emotional health of the family.
The series, which follows the format of
WBC's Growing Pains series, again will uti-
lize the "candid messages of a cross section
of American youth, conversing with Miss
Helen Parkhurst, noted educator and child
psychologist."
NBC-TV Airs Live Show From Cuba
NBC-TV, in conjunction with its Havana
affiliate, CMQ-TV, will air the first live
variety show direct from Cuba to the U. S.,
using AT&T's new over-the-horizon scatter
microwave system. The program will be
The Steve Allen Show Jan. 19 which will
originate from Havana's new Riviera Hotel.
It will be the third NBC-TV show to origi-
nate live from CMQ-TV. On Sept. 29, Mar-
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Page 102 • December 2, 1957
Broadcasting
A SEARCHLIGHT PACKAGE has been devised by KCMJ Palm Springs, Calif., with
the help of an 800 million candle power arc-light and its self-contained generator. To
take advantage of the frequent "grand openings" in the resort community the station
offers advertisers a campaign of spot announcements over the air, with the tag
"Follow the searchlight to the grand opening," climaxing it on opening day by towing
the searchlight through the streets with the station's station wagon. A beam of light
is projected into the sky that attracts buyers for miles. KCMJ's executive vice
president, Robert D. Blashek (standing), is pictured with general manager Norman
W. Lofthus, organizer of the promotion.
tin Agronsky's Look Here interviewed
Cuban strongman Fulgencio Batista, and
earlier, Nov. 13, 1955, Wide Wide World
featured special segments from Havana re-
layed by an airplane.
CBS Plans Yearend News Shows
CBS Radio and CBS-TV will schedule ad-
ditional yearend news programs next month.
On Dec. 29 both networks will broadcast
Years of Crisis, an annual news show that
features CBS correspondents from all over
the world. CBS Radio last week reported it
also will program Big News for '57 on the
same day at 3:05-4:30 p.m., while CBS-TV
is planning Big News — '57 that will be a one-
hour telecast. Blair Clark, CBS newsman,
will be anchor man of the radio show draw-
ing liberally from tape and from the 20
foreign correspondents with the network. On
tv, newsman Bob Trout will be anchor man,
similarly drawing from film and corre-
spondents.
KOOL-TV Gauges Editorial Pull
KOOL-TV Phoenix, Ariz., reports heavy
viewer response to its new nightly editorial
program, Sound Off With Don Harvey,
10:55-11 p.m. Beginning Oct. 28 with a
campaign on "Smust" air pollution, Mr.
Harvey on his third broadcast asked for
action by a legislator. At show sign-off,
a call was waiting from State Rep. Ruth
Adams White.
With no pre-promotion, Sound Off has
pulled strong mail and telephone reaction,
KOOL-TV reports. Tom Chauncey, presi-
dent and general manager of the station,
is credited for inception of the editorial
show.
Baltimore Views for Clues
WBAL-TV Baltimore is gratified by pub-
lic reaction to its Word-A-Vision contest
that the station ran during October to call
attention to its fall line-up. To encourage
people to watch the shows at least once,
WBAL-TV announced, via whole-page ads
in the Baltimore News-Post, that top prizes
of RCA Victor color tv sets and portable
tvs would be presented to winners. Word-
A-Vision is played on a form similar to
a cross-word puzzle but with words running
horizontally only. Viewers had to watch the
station to fill in the blanks. Entries were
received from 2,034 people and the station
estimates that, judging from the number of
additional entry forms sent out by the sta-
tion and distributed by RCA Victor deal-
ers, more than 20,000 started playing the
game.
MBS Starts Children's Series
MBS today (Monday) begins program-
ming The Story Princess (Mon.-Fri. 6:35-7
p.m.), a new weekday children's program
"the first such show to be scheduled in five
years", according to Harold M. Wagner,
MBS programming vice president. Mr. Wag-
ner said the new show, which features Alene
Dalton in the title role, will be in Mutual's
"station service group" — programs provided
to affiliates by the network for local sale. In
this plan, stations keep all revenues from
sponsorships, Mr. Wagner noted.
Sputnik, Muttnik — Now KALLnik
A helium-filled balloon was launched
Nov. 13 by KALL Salt Lake City with a
large "KALLnik" printed on its side. The
sphere contains a certificate that entitles the
finder (when KALLnik finally "falls out of
its orbit") to a cocker spaniel and a year's
supply of dog food.
KFAB's 1110 Search Ends
KFAB Omaha's "Eleven-Ten Baby" con-
test [Program & Promotions, Oct. 21] has
been won by a staffer of a rival station —
Valere Thaden, engineer with WOW Omaha.
KFAB's frequency is 1110 and it has been
waiting to award the equivalent of a one-
year scholarship to the baby born on Nov.
11 (11th month, 10th day) at 11:10 a.m. or
p.m. Mrs. Thaden gave birth to a daughter
at Nebraska Methodist Hospital at 11:10
a.m. on the day specified.
CKSO-TV Sudbury Sends a Share
An official-looking "share of the business
future of the world's nickel capital and the
world's uranium capital" is being mailed to
advertisers by CKSO-TV Sudbury, Ont., to
call attention to its power increase from
2.02 kw to 30 kw.
BUYING
BIG
BUSINESS?
BEST BUY
IN ROANOKE!
WSLS-TV
The cirde of WSLS-TV influence
reaches a 2 billion dollar market
. . . bringing 548,200 households
within sales range.
Confirmed by NCS #2 Spring 1956
"best looking"
in ROANOKE.
Represented
Nationally
AVERY-KNODEL, INC.
HOTEL
W.Ieu/We$toi
MADISON AT 50TH
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Meeting place
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Barberry Room
Where the celebrities
go after theatre
Broadcasting
December 2, 1957 • Page 103
ARE YOU
HALF-COVERED
NEBRASKA'S OTHER BIG MARKET?
ARB SURVEY — LINCOLN-BEATRICE MARKET
June 9-15, 1957 — 8:30-10:00 P.M.
This special ARB Survey of the Lincoln-Beatrice market
was made at the request of an important national adver-
tiser. It shows that in EASTERN Lincoln-Land alone,
KOLN-TV gets more than twice as many viewers as the
leading Omaha station!
Rating
Share
KOLN-TV
29.5
57.0
Station B
12.5
24.2
Station C
9.5
18.4
Others
.2
.4
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO-BATTLE CREEK
V/JFF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN, NEBRASKA
Aisociated with
WMBD RADIO — PEORIA, ILLINOIS
K©1<!1V-TV delivers Lincoln-Land, a rich 69-county
market consisting of 296,200* families with 191,710* TV sets.
This market is as independent of Omaha as Hartford is
of Providence ... or Syracuse is of Rochester.
All surveys prove that KOLN-TV is the big Lincoln-Land
favorite, day and night!
Ask your Avery-Knodel man for all the facts on KOLN-TV,
the Official CBS Outlet for South Central Nebraska and
Northern Kansas.
*See NCS No. 2
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN-LAND —NEBRASKA'S OTHER BIG MARKET
Avery-Knodel, Inc., Exclusive National Representatives
Page 104 • December 2, 1957
Broadcasting
MONDAY MEMO
from WILLIAM J. HOFFMAN JR., director of network radio, BBDO
WHY NETWORK RADIO IS BOUNCING BACK
The current resurgence of network radio as a major ad-
vertising medium in the best judgment of both clients and
agencies has, of course, been one of the outstanding develop-
ments of our business during the past year.
Most of us agree that 1957 was the year which saw the end
of the downward trend of network radio, a rapid, panicky
skid which started back in 1949 shortly after the arrival of
TV — or "radio with pictures" as Matthew (Joe) Culligan of
NBC Radio affectionately regards the younger medium.
Certainly we here at BBDO working in radio have been
happy to see many of our accounts returning to network
radio this year, many others planning to do likewise in 1958
. . . and some just plain getting interested in the "old gal"
again for the first time since around 1950.
Network radio has enjoyed a substantial comeback at
BBDO this year for the following reasons:
(1) Flexibility — This is perhaps the most outstanding
characteristic of network radio today. The network radio
medium has taken on many of the traits and characteristics
inherent in spot radio. For example, it is now common knowl-
edge, that no longer is it necessary to buy attractive segments
and participations on first-rate programs. We have learned
through experience that network radio can be of value in
planning special campaigns, sales drives or emphasizing sea-
sonal peaks such as the current Christmas season. Our "Opera-
tion Snowflake" on behalf of U. S. Steel or the Penick &
Ford radio spectacular on Dickens' "Christmas Carol" are
current examples. During the year we have had others such
as Dupont, General Mills, Rexall, etc.
NETWORK NOW HAS SPOT ADVANTAGES
Furthermore, we who are engaged in network radio have
observed that although this medium has adopted some of
the advantages of spot radio, it still retains several very
important individual characteristics: (a) unity of program-
ming; (b) prestige for the sponsors; (c) programming elements
and features which are virtually impossible to duplicate on
a spot or local basis. In short, we now know that network
radio broadcasting can offer exclusive and extremely desirable
program elements which many times can be almost tailor-
made to fit the advertising requirements of our sponsors and
their budgets.
(2) Frequency — Another major factor which has been
absorbed during the year has been that the successful use
of network radio today calls for frequency or multi-exposure.
The reason, of course, is that in this "radio with picture"
age, single, once a week radio network shows which once
ruled the broadcast roost, no longer attract large audiences
compared to television. Yet we have also learned that al-
though, in terms of large audiences, these half-hour "name"
programs aren't as attractive numberwise as accumulated
audiences via multi-participations, there is often much value
in prestige and merchandising attached to such properties.
However, we realize that in the case of the average per-
former and radio program, it is necessary to accumulate
listeners rather than trying to reach them with one show.
Thus, the various network packages and plans are finding
increasing favor. The fact that you can make more than
25 million commercial impressions in one weekend via 20
five-minute "individual" shows at a cost of 33 cents per
1,000 listener commercials is creating a great deal of interest
to advertisers who can afford a $10,000 weekend budget.
(3) Extending reach of television — During the past 365
days we have also learned that a television investment for
prospective customers reached can be stretched for relatively
few extra dollars through the intelligent use of additional
network radio programming. We have been surprised at the
large numbers of people a modest network radio schedule can
deliver for our spots, most of whom didn't see the tv program.
(4) Merchandising and Promotion — Two of our clients,
Dupont Zerone and the American Institute of Men's & Boys'
Wear have illustrated how an attractive basic radio buy can
be promoted and merchandised to even greater advantage.
For example, in the case of Dupont, the Andre Baruch-Bea
Wain Weather Show on ABN offered the anti-freeze dealer
trade considerable promotional and merchandising support
via closed-circuits and a dealer film in addition to the more
than 30 five-minute weather programs each week. The enter-
tainment-service programming also was ideally suited for
extension via merchandising. As for the AIMBW, it spon-
sored a series of weekend programs this summer and fall
using the NBC Monitor "Weather Package" with Miss Moni-
tor (Tedi Thurman) who also cooperated extensively with the
campaign through special recordings and personal appear-
ances. In both instances, the entertainment portion of the
package was closely allied to the products being sold, thus the
merchandising and promotion helped add an extra dimen-
sion to the basic broadcast buy at no extra cost.
RADIO STIRS THE MENTAL IMAGE
(5) Imagery Transfer — This term has caused quite a bit
of discussion the past several months. Who conceived it is
relatively unimportant. What is extremely vital is that many
of our personnel have come to appreciate that Imagery Trans-
fer offers a quick, easy method of extending the coverage
and impact of visual advertising through the judicious use
of radio. They are aware of the fact that all previous "sight"
advertising, has created many impressions through the years,
impressions which have been stored away in the minds of
the consumer. While these images may be temporarily dor-
mant, it is now possible through the use of a clever one-
minute, 30-second or even six-second radio spot to recall
immediately all the visual impressions previously made by
other media.
(6) Outdoor ... In the hey-day of radio, most listening
was done in the living room with the family present as an
entity. Today, to quote Bob Eastman of ABN, that audience
is "multi-access," "ambiactive." In other words, they're all
over the place, doing a lot of different things individually.
This past year we have found out that many of them are
outdoors, especially during the summer months. Certainly
the 38 million-plus car radios, the new transistors, not to for-
get the forthcoming Dick Tracy-type wrist band radios, prom-
ise increased out-of-home listening in the years ahead.
Finally, we have become aware of the fact that network
radio very often offers the last important word with the
woman shopper before she enters the supermarket via her
car radio; that client anniversaries, the opening of new plants,
and general public relations activities are areas in which the
use of network radio can offer new values; that nighttime
reaches substantial numbers of people.
These are but some of the many advantages of radio —
particularly network radio — that we at BBDO have fully
realized during this past year.
William J. Hoffman Jr.; b. New York
City, Nov. 21, 1914; Educ. Princeton
U. Joined NBC in 1938 in the produc-
tion department. Spent four years with
Armed Forces Radio Service during
World War II, returned to NBC until
1948. One year later moved to Mc-
Graw-Hill as news editor. In 1950
joined BBDO as tv account man. On
Jan. 1, 1957, appointed director of
network radio for agency.
Broadcasting
December 2, 1957 • Page 105
EDITORIALS
Toting the Toll Polls
WHEN the House Commerce Committee begins its consideration
of subscription television next month, it will have vital in-
formation which the FCC lacked when it issued last October its
tentative approval of a trial of toll tv.
The Commerce Committee will have knowledge of the public's
views on the subject. This knowledge did not exist when the FCC
was considering its action. It is knowledge which is indispensable
to any final decision on the fate of toll tv.
In four polls of varying nature within the past month the public
has voted overwhelmingly against subscription television. It will
be a thoughtless congressman indeed who fails to translate that
public sentiment into an election issue.
A mail poll conducted by KSBW-TV Salinas and KSBY-TV San
Luis Obispo, both California, turned up these results: 5,002 viewers
against subscription television, four in favor of it [Program Serv-
ices, Nov. 1].
A mail poll conducted by Sen. William Langer (R-N. D.) among
residents of Bartlesville, Okla., where a wire movie system is oper-
ating, turned up these results: 1,930 against subscription television,
163 for it [Program Services, Nov. 11].
A mail poll conducted by Tv Guide among its readers turned
up these results: 43,361 (96.65%) against subscription television,
1,527 (3.45%) for it [Program Services, Nov 25].
A special personal interview survey of 1,409 persons in 10
widely scattered cities, conducted by The Pulse for Broadcasting,
turned up these results: 939 (66.6%) against subscription television,
470 (33.4%) for it [Lead Story, Nov 18].
Each of these surveys has its own importance, and all must be
considered by any government body which is to participate in the
decision on subscription tv. We think it proper, however, to com-
mend to the special attention of the Congress and the FCC the
results of the survey conducted by The Pulse — and not because we
were a party to the project. The questioning in that survey was de-
liberately slanted to give toll tv a break. The Pulse interviewers
asked people if they would be interested in having in their home
a subscription service that offered "first-run movies, major sports
events, Broadway shows, operas, ballets, etc." It was on that
question that the vote was two-thirds against subscription tv, yet the
question obviously was intended to elicit a maximum of replies fav-
oring subscription television because of the implied suggestion that
toll service would supplement existing programming.
The prospect is, of course, that a toll service would not supple-
ment existing service. It would replace it.
The heads of all major television networks have publicly an-
nounced that they vigorously oppose subscription tv but will be
forced to go into it if it is authorized.
Existing television networks are the largest repositories of
knowledge of television programming and operations. They logically
may be expected to become the dominant forces in toll tv if toll tv is
allowed on the air.
Inexorably, the free service to which the public has become ac-
customed will degenerate, perhaps disappear, if the government
opens the door to subscription service. If the public is made aware
of that prospect, it will not take kindly to those in its government
who advocate the approval of toll tv.
The fact that the public likes what it now gets is documented by
the same Pulse study which showed that 93.5% of the people
regarded present tv fare as satisfactory or better. We doubt that
any congressman will wish to participate in an action which more
than nine out of ten voters oppose.
Case of Nerves
THE FCC has a severe case of jitters. It's the worst we've seen
in more than a quarter of a century of covering this Com-
mission and its predecessor Federal Radio Commission.
The cause is clear. It's the operations, or machinations, of the
Moulder Committee, officially the House Subcommittee on Legis-
lative Oversight. This committee, authorized at the last session to
inquire into all administrative agencies on what supposedly was to
be a high-level study of their conduct under the statutes which
authorized their being, has gone far afield of that declared intent.
The FCC is accustomed to Congressional investigations. It has
had more than its share, mainly because it operates in an area close
Page 106 • December 2, 1957
Drawn for BROADCASTING by Sid His
"Hello? Rodent exterminating company?"
to the public and therefore close to the Congressional polling booths.
And next year is an election year.
But this is the first inquiry that has caused sleepless nights for
members of the FCC and its staff. The Moulder inquiry crops up in
almost every conversation. It must figure subconsciously in almost
every FCC move.
The Moulder Committee staff, headed by Bernard Schwartz, a
faculty member of New York U., has undertaken a mode of pre-
liminary inquiry that is more akin to a criminal inquisition than a
legislative study. Lawyers and disgruntled applicants are asked to
turn "state's evidence" by supplying leads or information under the
promise that the identity of informants will be concealed. Expense
accounts are being checked, not only of FCC members and their
staffs, but also of licensees and presumably applicants. Such in-
formation, by questionnaire, is sought back to 1949 (originally a
predecessor subcommittee requested data from 1953 to coincide with
the change in administration, but the Moulder Committee avoided
setting a date with such obvious implications of political partisan-
ship) .
The venerated Speaker of the House, Sam Rayburn, is respon-
sible for the idea of an oversight committee. A subcommittee of the
House Interstate & Foreign Commerce Committee, it was given
special funds — an unusually large $250,000 budget. Mr. Rayburn
has said that what he had in mind was a legislative inquiry to de-
termine whether administrative agencies, such as the FCC, ICC,
FTC, CAB and the SEC, are functioning as Congress intended,
i.e., as regulatory arms of Congress, or have become subservient to
the executive branch, meaning the White House.
There can be no complaint about this approach. It is reasonable
to assume that administrative agencies have lost sight of- their as-
signed functions and have deviated from the Congressional intent.
But does that mean the kind of cloak-and-dagger inquisition now
being conducted under the direction of Moulder Committee chief
counsel Schwartz? Or the suspicion that a Commission vote can be
"bought" for a lunch, dinner or perhaps an afternoon on the golf
course?
The FCC isn't a court. (If it were, perhaps members of Congress
would not call individual commissioners to pitch for a constituent
applicant or to see how this or that case is doing.)
Commissioners can learn about the business of broadcasting and
communications only through individual contact with the licensees
themselves. This is the counterpart of what senators and representa-
tives do in "going to the scene" the world over to get the first hand
"feel" of situations before considering legislation or appropriations.
Some call them junkets.
Congress convenes next month. We hope that Speaker Rayburn
and Chairman Oren Harris (D-Ark.) of the parent Commerce
Committee will promptly put the Moulder Committee back on the
track and quit this seeming nonsense of votes being bought by a
free lunch or a case of Florida grapefruit for Christmas.
Broadcasting
Let
carry you smoothly through a Houston sales campaign
JACK HARRIS
Vice President and General Manager
JACK McGREW
Station Manager
EDWARD PETRY & CO.
National Representatives
speaking of awards
Our Fair Lad/*
continues her
Winning Ways
3 Brand New Awards . . . just 3 of many in
Big Aggie's 35 years of service to listeners and advertisers
Certificate of Honor,
Grocery Mfrs. of America
Wynn Hubler Speece, WNAX
women's Service Director receives
the 1957 Certificate of Honor from
Paul S. Willis, Pres., Grocery Manu-
facturers of America, Inc. The
award was in recognition of Mrs.
Speece's distinguished contribution
to furthering public understand-
ing of the "Life Line of America."
Eighth Consecutive
Farm Safety Award
George B. German, WNAX Inquir-
ing Farm Reporter, receives the
1956-57 Farm Safety Award from
Gen. George C. Stewart, Exec. Vice
Pres. of the National Safety Coun-
cil. This is the eighth consecutive
Farm Safety Award to be won by
WNAX . . . more consecutive wins
than any station in America.
American Legion Auxiliary
Golden Mike Citation
(J
From Mrs. Annie M. Anderson, dis-
trict president of the American
Legion Auxiliary, Rex Messersmith,
WNAX Farm Service Director, re-
ceives the 1957 Golden Mike Cita-
tion for the recognition of WNAX's
contribution to the interests, en-
lightenment, entertainment and in-
spiration of South Dakota youth.
With all due apologies to Julie Andrews, Big Aggie has been "Our Fair
Lady" to the 660,950 families in the great Upper Missouri Valley for
35 years.
WNAX-570
CBS— YANKTON, SOUTH DAKOTA
Represented by Katz
Don D. Sullivan, General Manager
DECEMBER 9, 1957
THIRTY-FIVE CENTS
BROADCASTING
THE B U S I N E S S W E E K L Y OF TELEVISION AND RADIO
MWBMU||Wl|Jt
Videotown '57: Blase audience demands program vitality
ARB's new tune-in system could revolutionize ratings
Local stations besiege FCC with bids for more power
Slight sag seen for 1958 receiving set business
Page 31
Page 34
Page 64
Page 92
BflpmBHRHnHHHBHDHBnRH
WHO- in IOWA—
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WHO is heard regularly by as
many Iowa families as the next jour
most popular Iowa stations
combined!* Ask PGW for the proof.
^Educational stations excluded.
for Iowa PLUS!
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
Peters, Griffin, Woodward, Inc.,
National Representatives
WHO Radio is part of
Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines
WOC-TV, Davenport
Jam >'/»l cm
N DALLAS IT'S
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BILL MORGAN, GEN. MGR.
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Mo-
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REPRESENTED BY H-R And CLARKE BROWN IN THE SOUTH
PROCTER & GAMBLE
for ordei
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Lansing Flint Jackson
for
100<?b (ALL SIXTEEN)
of your network programs
(We are currently scheduling 14 and hope
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PHIL SILVERS
MEET McGRAW
THIS IS YOUR LIFE
BRIGHTER DAY
SEARCH FOR TOMORROW
GUIDING LIGHT
IT COULD BE YOU
TIC TAC DOUGH
AS THE WORLD TURNS
EDGE OF NIGHT
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{2 SEGMENTS)
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Exclusive, dominant coverage of Lansing, Flint and Jackson mtmit^
Represented by PETERS, GRIFFIN, WOODWARD Inc.
Eighteen of the twenty top-rated TV shows!
Published every Monday, 53rd issue (Yearbook Number* published in September by Broadcasting Publications Inc. 1735 DeSales St.,
N. W., Washington 6, D. C. Entered as second class matter March 14, 1933 at Post Office, Washington, D. C, under act of March 3, 1879.
AMERICA'S 10th TV MARKET
There's a lot of gold that is not burled.
It's being earned in SELLvania— spent in
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Representative: The MEEKER Company, Inc. . New York • Chicago . Los Angeles
• San Francisco
Page 4 • December 9, 1957
Broadcasting
closed circuit'
INSTANT RATINGS • Secret of break-
through in long hunt for instant audience
rating system is invention by American Re-
search Bureau of tiny electronic gadget
that cuts cost of collecting data to one-
eighth that of past experiments (story page
34). Network and advertising executives,
who have had confidential look at ARB
system, have gone overboard in their en-
thusiasm. Instant ratings show audience
measurements within seconds on electronic
board that can be installed in offices of
clients. ARB can extend service to several
major cities in short time, justifying na-
tional ratings. Service may be too expen-
sive for medium, markets except on occa-
sional basis as supplement to diary ratings.
•
One advantage seen in ARB's fast service
is elimination of padding during "rating
week," when intensive promotion and pro-
gramming affect station rating points.
Also, it's figured, instant ratings will answer
charge that diary reports are unbalanced
because they may be made out after school
by children in diary homes. After more
than year of development work, ARB will
unveil system in actual operation at Thurs-
day news session in New York.
•
RATINGS RATES • After approximately
year of negotiations, A. C. Nielsen Co. has
notified tv networks they'll have to sign
new contracts if they want to continue re-
ceiving its tv ratings service after first of
year. New prices — which are reason nego-
tiations have been drawn out — reported
to be 70 to 90% higher than those under
current Nielsen contracts. Networks re-
portedly haven't made up minds on new
contract, and Nielsen is said to have indi-
cated it'll grant few weeks grace beyond
Jan. 1 deadline. Meanwhile, as they ponder
new contract, networks presumably also
have one eye cocked on ARB's new but still
officially hush-hush automatic and almost
instantaneous ratings plan, now that word
of plan is beginning to circulate (see above
and page 34).
Terry Clyne, vice president in charge of
radio and tv department of McCann-Erick-
son, New York, slated to be upped to
higher position in agency, which is No. 1
in radio-tv billings this year. He will con-
tinue to supervise Bulova watch and Lig-
gett & Myers accounts. Reportedly Mr.
Clyne will take over duties formerly han-
dled by Emerson Foote, executive vice
president who left McCann-Erickson and
is now with Geyer Adv.
•
SLEUTHING SPEED-UP • Vigorous ef-
forts being made by Moulder Committee
investigators to button up cases of pur-
ported improprieties — or worse — by mem-
bers and staff of FCC and by successful tv
applicants in controversial cases. Presum-
ably because of approach of new session of
Congress, redoubled efforts to persuade dis-
gruntled "broadcasters to "inform" are be-
ing made by Bernard Schwartz, chief coun-
sel and staff head of committee, and by
Baron J. Shacklette, committee's ace chief
investigator. On staff agenda for study re-
portedly are television station cases in
Fresno, Miami, Indianapolis, Minneapolis,
Boston, Albany, St. Louis and Seattle.
•
Armed with FCC expense account rec-
ords and microfilm recordings of all incom-
ing and outgoing telephone calls at FCC,
along with expense records of NARTB
covering FCC personnel attending conven-
tions and regional meetings, Moulder in-
vestigators are comparing accounts for
duplication, checking purpose of phone
calls and seeking supporting statements.
Mr. Shacklette and Joseph P. O'Hara Jr.,
son of Republican congressman from Min-
nesota, were seen entering CBS headquar-
ters in New York Thursday afternoon.
Mr. Shacklette has been to West Coast
and Mr. Schwartz, has been contacting
broadcasters by telephone during past
week.
e
ABN-MBS TALKS • Unique sort of work-
ing arrangement between American Broad-
casting Network and Mutual may result if
negotiations now in developmental stage
pan out. Mutual President Paul Roberts
called on Leonard H. Goldenson, president
of ABN's parent AB-PT, last week to
broach plan for reducing operational costs
via joint effort. More efficient use of AT&T
lines through ABN-MBS cooperation pre-
sumably is one feature of plan, now being
explored at other levels but expected to be
pursued further by Messrs. Roberts and
Goldenson when more spadework has been
done.
•
Despite earlier avowal that American
Broadcasting Network would not sell time
in units smaller than five-minute segments,
President Robert E. Eastman reportedly
has decided that to "meet the competition"
ABN must enter small-unit field. It's under-
stood that new policy envisions offering
of both 10-second and 30-second partici-
pations.
•
SUBLIMINAL REGULATION • Sublim-
inal perception continues to have FCC in
quandary. There appears to be no doubt
that FCC can regulate it, but there is some
question whether FCC can ban "subcon-
scious impression" advertising outright.
One staff suggestion is that before SP is
used, text of message must be read to audi-
ence. And after SP transmission, closing
announcement using text likewise would
be required. Another staff proposal is that
texts of all contracts with advertising agen-
cies placing SP business be filed in advance
with FCC just as Commission proposes to
require of subscription tv contracts.
•
Charles W . Tennant Jr., advertising
manager at Miles Labs, Elkhart, Ind.,
heavy broadcast advertiser, is resigning
to join J. Walter Thompson Co.'s Chicago
office around Jan. 1. Among accounts he
will handle is Phar ma-Craft Co. (Coldene
cough syrup, deodorants, nasal spray),
which currently is spending about $4 mil-
lion in broadcast media (chiefly network
radio-tv and spot radio). Mr. Tennant,
who functioned at Miles under Perry Shu-
pert, vice president in charge of adver-
tising-sales, was previously with Geoffrey
Wade Adv., Chicago, as creative director.
•
HIGHJACKING PROBE • FCC. or at
least certain members of it, are going to
take closer look henceforth at "drop-outs"
in competitive cases for broadcast facilities,
wherein surviving applicant is given grant
after competitive applicants are paid what
is called "out-of-pocket" expenses. In in-
stances where payments go beyond mere
reimbursement of expenses (and there have
been cases involving hundreds of thou-
sands) certain commissioners are expected
to insist upon proceedings. One member,
in recent FCC discussion, described prac-
tice as "highjacking" and observed it has
become so commonplace that participants
feel it's perfectly proper course which has
FCC's blessing.
•
Robert Maxwell, producer of Lassie on
CBS-TV, expected to sign "exclusive" con-
tract with Television Programs of America
shortly. Mr. Maxwell presumably will be
taking advantage of offer Milton Gordon,
head of TP A, announced when he bought
out firm from his partner, Ed Small, sev-
eral months ago: that TPA would offer
"capital gains and stock deal" to outstand-
ing producers and stars for exclusive
activity.
•
EDITORIAL PAYOFF • Editorializing on
both radio and tv stations is proving effec-
tive in audience-building. WTVJ (TV)
Miami reports its new 2Vi minute daily
editorial on its 6:30 p.m. Ralph Renick
newscast shows five-point rating increase
since it began last September. Editorials
are restricted to local-state issues. Several
radio stations have reported excellent audi-
ence acceptance of editorials. With in-
crease in editorializing, some station opera-
tors are talking up expansion to national
and international subjects, but are wary
of proceeding without benefit of editorial
background service now available to news-
papers.
Broadcasting
December 9, 1957 • Page 5
fall mean falling leaves
falling sales . . .
USE THE MEREDITH STATIONS
IN THESE 4 KEY MARKETS
Kansas City
Syracuse
Omaha
Phoenix
KANSAS CITY
SYRACUSE
PHOENIX
OMAHA
KCMO
WHEN
KPHO
WOW
KCMO-TV
WHEN-TV
KPHO-TV
WOW-TV
The Katz Agency
The Katz Agency
The Katz Agency
John Blair & Co. and Blair-TV
Meredith Stations Are Affiliated With Better HoiMS and Gardens and Successful Farming Magazines
Page 6 • December 9, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY
What's With Tv's Audience — It's on a plateau, says Cun-
ningham & Walsh in its 10th Videotown Survey, and it won't
increase substantially until there's "creative vitality" in tv
programming. The American family still watches a lot of
television, but excitement is gone, report asserts. As for color,
there's little new to say. Page 31.
ADVERTISERS & AGENCIES
New "Automatic" Ratings — ARB reported planning service
employing mechanical devices to measure tune-in automat-
ically and feed results to central office for immediate com-
putation. January start in New York foreseen, with expansion
to national service as goal. Page 34.
Toiletries Big in Network Tv — This product category in
September overtakes and passes food advertisers as top prod-
uct group spender in network tv for the first nine months of
1957. Compilation is based on Publishers Information Bureau
data. Page 39.
GOVERNMENT
Comments on Boost for Class IV's — Local Class 4 stations
urge FCC to approve increase from 250 w to 1 kw across the
board; regionals and daytimers oppose and so do some com-
munity stations in comments filed at deadline last week.
Page 64.
Wants WATV (TV) Facilities — State of New York submits
bid for ch. 13 in New York City; petitions FCC to change
vhf assignment from commercial to educational, implies it
will meet $3.5 million price being paid for WATV and
radio adjuncts, WAAT-AM-FM, by National Telefilm Assoc.
Page 66.
Help for Science — FCC Chairman Doerfer assigns new
mission to broadcasters: use stations and networks to help
America overcome shortage of scientific and technical per-
sonnel. He speaks before Edison Foundation; radio-tv awards
made. Page 60.
FILM
NTA-AAP Litigation Continues — National Telefilm Assoc.
submits cross-claim to suit in effort to enforce contract it
signed with Associated Artists Productions' majority stock-
holders, who now claim the agreement with NTA is "not
enforceable." Page 75.
MANUFACTURING
Outlook for Set Manufacturers in '58 — Arnold Bernhard
& Co., New York investment adviser, expects slight decline
in demand next year; tv output may drop 5%, and there will
be less margin of profit. Page 92.
. . . And What's Happening This Year — Production and
retail sales of radio sets are ahead of the 1956 pace for the
first 10 months of this year, reports Electronic Industries
Assn. However, the tv side is running below last year. Page
96.
OPINION
MISS SANDERS
Know How The Agency Functions — Hilly
Sanders of Dan B. Miner Co. believes adver-
tisers should be thoroughly versed in the
operation and thinking at their agencies.
Writing in the regular Monday Memo series,
she tells how timebuying without the creative
approach can make the sponsors' campaigns
ineffective. Page 125.
Tv's Too Good to Miss — Jack O'Mara of KTTV (TV) Los
Angeles says that advertisers, regardless of budget size, are
missing a bet if they don't use television. He makes his im-
pressive argument at the San Francisco Ad Club. Page 40.
EDUCATION
Eggheads and Educational Tv — WCBS-TV's Digges tells
public relations group commercial broadcasters lead the
way in ETV while too many "intellectuals" criticize and
run away. Page 100.
TRADE ASSNS.
New Goals for Farm Broadcasters — The nation's radio-tv
farm directors gird for more business and better program-
ming, with an eye cocked for challenges posed by news and
music operation. NATRFD, meeting at 14th annual conven-
tion in Chicago, is told commercial farm shows per se are
not frowned on by FCC. Page 50.
Mobile Service Users Meet — They discuss vehicular sys-
tems and gear in Washington two-day meeting under IRE
group's auspices; emphasize their need for more spectrum
space and mention (discreetly) that some broadcasting bands
are not being fully utilized. Page 68.
NETWORKS
DST Snag Unsnarling — NBC-TV committee reports success
in negotiations for additional AT&T channels to carry video-
taped repeats to eastern-time stations during daylight-time
months. But AT&T hints other shortages possible, despite
efforts to overcome problems "early as practicable"; says
situation can't be foretold with certainty till next month.
Page 42.
PROGRAM SERVICES
'Gray Ghost' in New Licensing Plan — CBS Television
Enterprises tries a new dimension for its merchandising and
licensing activities. Retail outlets of sponsors of The Gray
Ghost handle items tied in with tv show. Page 80.
DEPARTMENTS
ADVERTISERS & AGENCIES... 31
AT DEADLINE 9
AWARDS 60
BUSINESS BRIEFLY 36
CLOSED CIRCUIT 5
COLORCASTING 34
EDITORIAL 126
EDUCATION 100
FILM 75
FOR THE RECORD 113
GOVERNMENT 64
IN REVIEW 14
INTERNATIONAL 102
LATEST RATINGS 42
LEAD STORY 31
MANUFACTURING 92
MILESTONES 123
MONDAY MEMO 125
NETWORKS 42
OPEN MIKE 16
OUR RESPECTS 28
PEOPLE 108
PROGRAMS & PROMOTIONS. .105
PROGRAM SERVICES 80
STATIONS ... 82
TRADE ASSNS 50
UPCOMING 123
Broadcasting
December 9, 1957 • Page 7
come
and
get it
Miami
Everything you need to nourish sales is yours via WQAM . . .
including 38.1% of the daytime radio audience
WQAM's unique blend of entertainment, news, showmanship and precision
production consistently produces the audience dominance you need for
successful advertising.
Hooper shows WQAM first. So does Pulse. So does Trendex. And so does
a recent Southern Florida Area Pulse, accounting for 31.5% of the state's
population.
Let a Blair man wait on you ... or summon General Manager Jack Sandler.
\ffl^^Jbk.^fa Serving all of Southern Florida with 5,000 w on 560 kc...& Radio #1 in... M/Cf/7?/
TODAY'S RA
TODD STORZ,
R TODAY'S SELLING
DENT • HOME OFFICE; OMAHA. NEBRASKA
WDGY Minneapolis St Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR & CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
Page 8 • December 9, 1957
Broadcasting
at deadline
MR. McHUGH
McHugh Resigns at Katz,
Joins Keyes, Madden & Jones
John T. McHugh has resigned as presi-
dent of Joseph Katz Co., New York-Balti-
more agency, and is joining Keyes, Madden
& Jones, New York, on Jan. 2 as executive
vice president - ad-
ministration. He also
will be partner, di-
rector and member
of plans board.
Mr. McHugh,
who now joins Vice
President-General
Manager David
Hale Halpern, form-
er associate at Katz,
acquires substantial
stock in KM&J,
which was formed
early this fall by Ed Madden, International
Latex and former NBC executive; Grant
Adv.'s Howard Jones and Seeds President
Freeman Keyes. Agency formerly had been
known as Russel M. Seeds Co.
Mr. McHugh, who had been with Katz
for 24 years, supervised all phases of adver-
tising for the American Oil Co. for some
20 years. (It is reported that American Oil
will continue with Katz.) KM&J billed about
$7.4 million in radio-tv this year, most of
this in television. Among its broadcast ac-
counts: W. A. Scheaffer Pen Co., Brown &
Williamson Tobacco Co., Pinex Co. and
Tastee-Freez Corp. of America. With
Katz Mr. McHugh served successively
as media director, outdoor director, ac-
count executive, vice president-account
supervisor, executive vice president and
president.
In announcing his move today (Mon.),
Mr. McHugh notes that KM&J offers "ex-
panded services in depth for clients" and
has integrated national operation with of-
fices in New York, Chicago and Hollywood.
FCC Modifies Multiplex Date
FCC Friday announced fm stations en-
gaged in special service broadcasting have
until March 1 to switch to multiplex oper-
ation. Deadline for switchover is Jan. 1.
Commission reaffirmed view that fm stations
must multiplex if they want to continue
functional music operations (storecasting,
background music, etc.), but recognized
that some stations are having difficulty in
converting from simplex to multiplex.
Commission, therefore, agreed to accept
requests for waivers of multiplex require-
ment beyond March 1 — but asked that such
applications be filed before Jan. 15 with
"full information concerning the steps they
have taken to convert to multiplexing and
the reasons why they are unable to operate
on a multiplex basis by March 1, 1958."
Action was taken by six commissioners
with Comr. Craven absent.
Broadcasting
FCC Approves Conelrad Use
To Meet Weather Emergencies
Use of Conelrad facilities to alert key
public and private officials and institutions
to hazardous weather has been approved by
FCC. Plan, announced Friday, has blessing
of Air Force and Weather Bureau, and
was suggested by KMOX St. Louis, WOAI
San Antonio, Civil Defense Administration
and FCC Comr. Robert E. Lee.
Scheme permits Weather Bureau to "trig-
ger" Conelrad receivers at all other broad-
cast stations, particularly sky-wave (24-four
operations) outlets, police and fire head-
quarters, hospitals, schools and industrial
plants when emergency advisories forecast
heavy weather. Standard broadcast stations
then would transmit warning on regular
assigned frequencies.
Conelrad is system of deception-broad-
casting which denies guidance to enemy
planes or missiles through potential "hom-
ing" on radio beams. Standard broadcast
stations, on Air Force alert, change over
to 640 kc and 1240 kc to broadcast civil
defense instructions on intermittent-cluster
basis. '
Under new procedure, Weather Bureau
will activate all Conelrad receivers in storm
area by means of two, 5-second carrier
breaks, plus special tone. This will trigger
speaker circuit of all Conelrad receivers.
These sets are normally on, with speakers
muted. Some Conelrad receivers also ring
bells or flash special lights when activated.
Broadcast stations in Conelrad network then
will be able to immediately broadcast this
information to general public.
BPA Names Pierson, Trieger
Appointment of William E. Pierson, ac-
countant, WBKB (TV) Chicago, as secre-
tary-treasurer of Broadcasters' Promotion
Assn. announced Friday by Ell Henry, of
ABC's central division and BPA's president.
Ralph Trieger, sales promotion manager,
WBBM-TV Chicago, named BPA publicity
chairman.
• BUSINESS BRIEFLY
NEW YORKERS APPEAL
Appeal made Friday for Christmas
For Kids Committee in New York by
originator-chairman Jay Jackson, CBS
radio newscaster, who reports $15,000
raised last season, with this year's
level expected at $40-50,000. Backed
by agency, radio, tv and film execu-
tives, committee draws from broad-
cast advertising field, individuals
sending checks in amount of gift
ordinarily sent to associates or friends.
All proceeds from fund go to children's
charities. Fund headquarters: 480
Lexington Ave.
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 31.
BEECHNUT BUYING • Beechnut Life
Savers, Port Chester, N. Y., planning one-
minute, 20-second radio spot announce-
ment campaign in more than 60 markets
effective Dec. 30 for 52 weeks. Young &
Rubicam, N. Y., is agency.
TAKES KEGLER TAB • American Ma-
chine & Foundry Co., N. Y., will sponsor
finals of 17th annual All-Star Bowling
Tournament on ABC-TV 9-10 p.m. EST,
Jan. 19. Agency is Fletcher D. Richards
Inc., N. Y.
NEXT SALVO IN JANUARY • Avon
Products Inc. (cosmetics), N. Y., will take
seasonal breather after its current tv spot
campaign ends (at end of this week in
most markets). In mid-January, Avon will
break with new 13-14-week tv spot drive
in about 105 markets. Agency is Monroe
F. Dreher Inc., N. Y.
P & G USING 'AMAHL' • Procter &
Gamble, Cincinnati, will sponsor NBC-TV
production of "Amahl And The Night Visi-
tors" as presentation of Matinee Theatre
on Christmas Day by NBC Opera Company.
Agency is Benton & Bowles.
K&E's Mills Expected to Retire
Dwight M. Mills, chairman of executive
committee, Kenyon & Eckhardt, N. Y.,
expects to retire soon, although no specific
date has been set. Now 56, Mr. Mills joined
K&E as vice president in 1934, subsequently
served as executive vice president and pres-
ident before becoming executive commit-
tee chairman.
Skiatron, Rediffusion in Pact
Rediffusion Inc., Montreal, and Skiatron
International Corp., New York, were to an-
nounce yesterday (Sun.) that they have
entered into 21 -year agreement to work
together in subscription tv field. Rediffusion
Inc., which operates wired music and
closed-circuit tv systems, will provide
Skiatron with technical services, surveying,
installing and supervising closed-circuit sys-
tems, while Skiatron will concentrate on
program development and acquisition for
subscription tv and establishing franchises
with local operators. As part of this agree-
ment, announcement stated Skiatron ac-
quired 50% interest in Rediffusion Inc.
December 9, 1957
Page 9
PEOPLE
at deadline
Levitt Resigns as President
Of California Natl. Productions
Robert D. Levitt, president of California
National Productions, NBC subsidiary, re-
signed Friday. Resignation, offered that day,
was accepted by CNP board. It was under-
stood his move stemmed from "disagree-
ment over policy." Mr. Levitt reported to
Charles R. Denny, CNP board chairman
and NBC executive vice president for opera-
tions. Mr. Levitt could not be reached for
comment late Friday, but it was understood
he had not yet made a decision on his
future plans.
Mr. Levitt, formerly Screen Gems direc-
tor of national sales, moved to CNP as
general manager in July 1956. Later he be-
came vice president and, by January 1957,
president and director.
CNP operations include film syndication
(NBC Television Films), NBC Opera Com-
pany tours, NBC financing of Broadway
shows and merchandising and licensing for
NBC programs and film syndication shows.
H. Weller (Jake) Keever, NBC Television
Films Division vice president, is acting
head of CNP until successor is appointed.
According to NBC spokesman, successor to
Mr. Levitt will be appointed "within the
near future."
ABN Reports Half Million
In New Business, Renewals
More than $500,000 in billings repre-
sented in four new and five renewal con-
tracts reported by ABN Friday, officials
said. Buitoni Foods Corp. (spaghetti) and
Magla Products (ironing board covers)
signed for one weekly segment each on
Breakfast Club, through Albert Frank-
Guenther Law and Edward Lieb Adv., re-
spectively, while Kitchen Art Foods signed
for three Breakfast Club segments per week
through Wright, Campbell & Suitt. Sterling
Drug (Fizrin) signed for five weekly seg-
ments of Herb (Oscar) Anderson Show
through Compton Adv.
Renewals came from Bristol-Myers, Cam-
pana Sales Co., Food Specialties Inc. and
Sleep-Eze Co., all for segments of Break-
fast Club, and R. J. Reynolds Tobacco Co.
for co-sponsorship of 1 8 weekend news
programs and Monday-Friday five-minute
late news shows.
Five More for MBS Stations
Mutual announcing today (Mon.) that
five additional shows in "station service"
category (stations keep all revenue from
sales of such programs) will be made avail-
able to affiliates between now and Jan. 6.
Network currently broadcasts 31 station
service shows. Added programs will include
Lots O' Music (Mon-Fri., 1:15-2 p.m.
EST), The Big Decision nusical program
(Mon.-Fri., 6:05-6:30 p.m. EST). Maggi's
Page 10 • December 9, 1957
Magazine (Sat., 5:35-6 p.m. EST), Doorway
to Travel (Sat., 6:35-7 p.m. EST) and Wall
Street Final (Mon.-Fri., 4:05-4:15 p. m.
EST).
NBC Radio Business Last Week
Near $900,000 in Net Billings
New and renewed business representing
almost $900,000 in net billings signed by
NBC Radio last week, network reported
Friday. New business included Standard
Brands (Royal desserts) for 20 announce-
ments per week, effective immediately
through Dec. 17 (through Ted Bates & Co.);
Pepsodent Div., Lever Bros., 100 six-second
announcements starting Jan. 27 for two
weeks (Foote, Cone & Belding); Doan's
Pills, one minute participation weekly on
One Man's Family, Dec. 1 1 through Aug.
20 (Street & Finney); Irish Linen Guild,
participation campaign Dec. 14-15 (Dona-
hue & Coe); Sterling Drug (Fizrin Seltzer),
seven one-minute and five 30-second an-
nouncements through Dec. 28 (Compton
Adv.); Esso Standard Oil, Shrine East-West
Football Game Dec. 28 (McCann-Erick-
son); Dodge Div., Chrysler Corp., 13 five-
minute sports segments on Monitor during
past weekend (Grant Adv.); Munson G.
Shawco. (Duff Gordon sherry),, daytime
participations Dec. 16-20 (Fuller & Smith
& Ross).
In addition, Ralston Purina Co. renewed
five-minute Monday-Friday Washington
Farm Report for 52 weeks effective Dec.
30, through Gardner Adv., and Ex-Lax
Inc. renewed participation schedule for 52
weeks, effective Jan. 6, through Warwick
& Legler.
Two Am Outlets Being Sold
Radio station sales announced Friday:
• KHUM Eureka, Calif., by Carroll R.
Hauser to Wendell Adams and Jock Fearn-
head for $184,000. Mr. Adams is with
William Esty Co., New York; Mr. Fearn-
head is vice president-general manager of
WINS New York. KHUM operates on 980
kc with 5 kw day, 500 w night, and is
affiliated with CBS. Mr. Hauser retains his
interest in KVEN Ventura, Calif. Broker in
KHUM transaction was Allen Kander & Co.
• KTOO Henderson, Nev., by Tom Ma-
gowan and Fred Jones to group of Holly-
wood radio-tv announcers and others for
$63,600. Among buying group are George
Fenneman (Groucho Marx Show), Art Gil-
more (Climax, Shower of Stars); Dick Joy
(news editor, KFAC Los Angeles, and an-
nouncer on December Bride and Playhouse
90), John Jacobs, Roy Rowan and David
Vaile (CBS-Hollywood staffers). Messrs. Ma-
gowan and Jones retain ownership of
KONE Reno, Nev. KTOO operates on as-
signed frequency of 1280 kc with 5 kw
daytime only.
JAMES P. DAVIS and WALTER W.
BULLOCK elected vice presidents of record
operations department and record albums
department, respectively, of RCA Victor
Record Div. Mr. Davis, manager of
his department since August 1956, joined
RCA in 1945. Mr. Bullock, with RCA
since 1927, has been manager of record
albums since last April.
JAMES S. McMURRY, operations manager
of WVUE-TV Wilmington-Philadelphia,
promoted to station manager by J. Robert
Kerns, managing director of WVUE-TV
and vice president of Storer Broadcasting
Co.
NARTB Fm Committee Urges
Fm Tuners Be Included in Tv Sets
Tv set manufacturers were asked Friday
by NARTB Fm Committee to include fm
tuners in receivers, citing increase in num-
ber of fm stations, fm set sales and public
interest in medium. Committee met Friday
at NARTB Washington headquarters.
Committee noted adapters are now avail-
able to receive fm band on tv sets and
increased interest among manufacturers in
designing of new fm transmitters. Publicity
campaign proposed to stimulate sale of fm
auto receivers. Plans for fm program during
NARTB convention reviewed.
Attending were Raymond S. Green.
WFLN-FM Philadelphia, chairman; Michael
R. Hanna, WHCU-FM Ithaca, N. Y.; Mer-
rill Lindsay, WSOY-FM Decatur, 111.; Ben
Strouse, WWDC-FM Washington; Edward
A. Wheeler, WEAW-FM Evanston, 111., and
George J. Volger, KWPC-FM Muscatine,
Iowa.
WABC Starts SSB Transmission
Tests of compatible single sideband trans-
mission, new technique designed to increase
radio signal quality while minimizing inter-
ference and fading, were to start yesterday
(Sun.) by ABN's WABC New York. Sta-
tion is inviting listeners to compare sig-
nals and send in comment.
During first week of tests WABC will use
system from 6 p.m. to 8 a.m.; during second
week, from 8 a.m. to 6 p.m., and thereafter
on alternating schedule. Network Engineer-
ing Vice President Frank Marx said princi-
pal advantages expected from new technique
— which in past has been tested at length by
WMGM New York — are signal improve-
ment equivalent to doubling of WABC's 50
kw; higher fidelity and volume, and less
distortion in signal fading in fringe areas.
RCA Declares Dividends
Extra dividend of 50<f and regular quar-
terly dividend of 25 <f per share of common
announced Friday by Brig. Gen. David
Sarnoff, RCA board chairman, after regular
board meeting. They are payable Jan. 27.
1958, to holders of record at close of busi-
ness Dec. 20. Also declared: dividend of
87.5^ per share on first preferred stock for
period Jan. 1, 1958, to March 31, 1958.
payable next April 1 to stockholders of rec-
ord at close of business next March 10.
Broadcasting
ONE OF AMERICA'S
FASTEST GROWING MARKETS!
COVERS MORE OF
FLORIDA THAN
ANY OTHER
TV STATION !
100,000
WATTS
1,000
FOOT
TOWER
CHANNEL 2 MARKS
ET FACT^T
1. Population increase of 89.6%
in past 5^ears!
2. 10,676 new industrial jobs in
3. 200,000 million dollar tourUl
f market!
4. 8,451 new homes in 125/6!
5. 1.8 billion dollars \w retail sales in 1956!
6. Automotive sal« up 38% in
2 years (1954-
56)! /
7. 43,878 ^military personnel
8. 1 7 Jy2 college enrollment
9^X80,788 television homes
DAYTONA BEACH, FLORIDA
REPRESENTED BY AVERY-KNODEL, INC.
Broadcasting
December 9, 1957 • Page 11
znr shows pack the
JAMES W. SEILER (Left), Director of ARB and his Station Relations
Manager, ROGER N. COOPER, review the facts supporting his statement:
"In summarizing viewing habits recorded
in ARB diaries, we find ZIV shows fre-
quently at the top among TV programs."
WATCH ZIV'S
HEWEST
CONTENDER
FOR TOP
RATINGS!
Get a Ziv show and you've got what it takes
to win top ratings. Look how Ziv shows out-
rate all syndicated programs in city after city.
• BALTIMORE ^
1. MEN OF ANNAPOLIS t 26.3
2. HIGHWAY PATROL 19.3
PULSE, Sept. '57
• CLEVELAND ^i! .
1. HIGHWAY PATROL 25.8
2. MR. DISTRICT ATTORNEY 18.6
* ARB, Sept. '57
• DETROIT i£ *
1. HIGHWAY PATROL * 31.9
2. DR. CHRISTIAN 23.1
ARB, Sept. '57
• PHILADELPHIA*^ •
1. HIGHWAY PATROL 18.9
2. I LED 3 LIVES 14.0
ARB, Sept. '57
• CINCINNATI f£ .
1. DR. CHRISTIAN 24.7
2. HIGHWAY PATROL 23.1
ARB, Aug. '57
• PITTSBURGH jsg .
1. HIGHWAY PATROL 43.0
2. DR. CHRISTIAN 38.6
ARB, July '57
• BUFFALO i£ \
1. HIGHWAY PATROL .*. 24.5
2. MAN CALLED X 21.5
PULSE, Sept. '57
• COLUMBUS ^
1. HIGHWAY PATROL 29.2
2. MEN OF ANNAPOLIS 22.2
PULSE, July '57
• ODESSA, TEX. ' $g V
1. MAN CALLED X 33.5
2. HIGHWAY PATROL 33.3
3. MEN OF ANNAPOLIS 32.0
4. MY FAVORITE STORY 31.8
5. SCIENCE FICTION THEATRE 31.3
PULSE, April '57
• PORTLAND*^
1. SCIENCE FICTION THEATRE 35.5
2. HIGHWAY PATROL 28.9
PULSE, April '57
• NASHVILLE £g „
1. HIGHWAY PATROL 28.7
2. DR. CHRISTIAN 27.9
PULSE, April '57
• NEW YORK 4^'.
1. HIGHWAY PATROL 15.2
2. MEN OF ANNAPOLIS 10.6
^ ARB, July '57
• ATLANTA* *
1. SCIENCE FICTION THEATRE 25.3
2. DR. CHRISTIAN 23.0
3. HIGHWAY PATROL 21.8
ARB, May '57
Sea Hunt
Starring
LLOYD BRIDGES
... in stories of exciting action on
land, sea and under the sea!
BOUGHT IN OVER 100 MARKETS
TO WIN AUDIENCES AND SALES FOR:
• Farm Bureau Insurance
» Kroger
» Budweiser Beer
Standard Oil of
California
Cott Beverages
Phillips 66
Carling's Beer
Bowman Biscuit Co
Safeway Stores
Household Finance
Hope Natural Gas Co.
Edsel Cars
Mercantile National
Bank
Bristol-Myers
And other important advertisers
and TV stations!
time after time
in city after city!
IN REVIEW
EVEN GREATER RESULTS I N
OKLAHOMA CITY for ^ 58
EXCLUSIVE ABC
KGEO-TV
FULL POWER 100,000 WATTS
1,386 FT. ABOVE AVERAGE TERRAIN
george streets, station manager
charlie keys, sales manager
by BLAIR~£^4^asSOCIATES.nc.
Page 14 • December 9, 1957
ANNIE GET YOUR GUN
Eleven years ago the biggest hit on Broad-
way was a musical called Annie Get Your
Gun. Its plot concerned the rise of Annie
Oakley from a West Virginia hillbilly to the
star of Buffalo Bill's Wild West Show, all
because she was the best shot in the world,
and her romantic mishaps until she realized
"You Can't Get a Man with a Gun." Its
score was written by Irving Berlin and con-
tains some of the best show tunes ever
written by him or anyone else. And, in the
starring role of Annie, shouting those songs
until they bounced off the theatre roof, was
the incomparable Ethel Merman.
On Thanksgiving eve, Annie Get Your
Gun brought its bounce to television. This
two-hour telecast, with Mary Martin in the
title role, should become the same kind of
hardy annual as her Peter Pan, for it was
just as wonderful, just as colorful and even
more tuneful. In Peter Pan, Mary flew on
wires. In Annie, she moved as speedily
through the air, but on the back of a gallop-
ing horse running his heart out on a studio
treadmill. Traces of her Peter Pan-isms
could be seen in the early scenes of Annie,
when as a rude child of the hills she glee-
fully outshot the glamorous show business
man who had stolen her heart and then sadly
tried to figure out why her skill drove him
away. But for most of the time, Mary as
Annie was the romantic creature Peter could
never be.
John Raitt, as the proud hero, looked the
part to a "t" and sang it even better, and his
acting, if not in the same class with his sing-
ing, was more than adequate for the de-
mands of this musical comedy. The support-
ing cast was all it should have been. Such
skilled comics as Reta Shaw as the jealous
Dolly and Zachary Charles as Chief Sitting
Bull were better than their material much of
the time. But in musical comedies it's the
music that matters most and on this score
Annie's was the greatest.
In transporting the play from the stage
to tv, director Vincent J. Donehue was fully
aware of the changes needed to retain the
glamorous artificiality of the theatre even
when the proscenium arch is cut from 40
feet to 21 inches.
The commercials were up to the program.
Songs from the show, with lyrics changed to
sell Pontiacs rather than romance, added a
musical emphasis to the cars themselves
(and there's no denying that color tv is the
ideal medium for showing off a new auto-
mobile). Harpo Marx, Hans Conreid and
Joan Crawford did the three Pepsi-Cola
commercials, each suited to the special
talents of its star.
Production costs: $600,000.
Sponsored by Pontiac Div. of General
Motors Corp. through MacManus, John
& Adams and the Pepsi-Cola Co. through
Kenyon & Eckhardt on NBC-TV live,
in color and black-and-white, Wed. Nov.
27, 8:30-10:30 p.m. EST.
Cast: Mary Martin, John Raitt, Reta Shaw,
Donald Burr, Zachary Charles, William
O'Neal, Stuart Hodes and others.
Executive producer: Richard Halladay: di-
Broadcasting
THE
FAMILY
DENVER
Denver families buy the
products and services they
see advertised on KBTV
because KBTV is the only
Denver station programmed
for the entire family . . .
For the highest-rated
one-minute availabilities,
Daytime or Nighttime in
Denver, see Peters, Griffin,
Woodward, Inc. NOW!
KBTV
e Denver's ^pi^
Family
Station
John C^MwIlins Joe Herold
President -, Station Manager
IN REVIEW
CONTINUED
rector: Vincent J. Donehue; music and
lyrics by Irving Berlin; book by Herbert
and Dorothy Fields; musical and dance
numbers: Ernest Flatt; production de-
signer: George Jenkins; musical director:
Louis Adrian; costume designer: Dorothy
Jeakins.
Presented in conjunction with the Los An-
geles and San Francisco Civic Light
Opera Association.
THE DAY CALLED X
The day began in an ordinary way. The
sun rose at 6 : 3 1 a.m. in the city of Portland,
Ore., pop. 415,000; principal industry, ship-
ping; in many ways, the U. S. counterpart
of Hiroshima. At exactly 10:32 a.m., the
air raid sirens began their eerie wail. In
an elaborate emergency underground
bunker — 140 ft. long, 46 ft. high and
reinforced with 26 inches of steel and
concrete — 300 men and women comprising
Portland's municipal government, its multi-
numbered subordinate departments and the
local Conelrad operations (manned by
sportscaster John Carpenter) were calling
the play to the greatest mass exodus in the
American Northwest's history. This was the
day called "X." By 1 : 27 p.m., Soviet bomb-
ers, out of Vladivostok, first picked up three
hours earlier over the Aleutians on the DEW
system, reached the city and seconds later,
after dropping their nuclear payload, Port-
land was no more.
Or was it?
In this brilliantly produced half-hour
filmed report on how civil defense-concious
Portland — one of the 99 "critical targets" —
has laboriously and successfully worked out
a survival scheme for itself, CBS Public
Affairs, working with the U. S. Civil Defense
Administration, has brought home a lesson
no alert citizen ought easily to forget: that
right now only one city in the entire U. S.
is ready to meet an atomic cataclysm. This
report should be repeated until other cities
follow Portland's example.
There were no professional actors starred
in the film other than narrator Glenn Ford;
the cast was led by Portland mayor Terry D.
Schrunk and included the 415,000 Ore-
gonians who participated in the test. So
realistic was this study that CBS-TV officials
inserted a non-subliminal disclaimer: "An
attack is NOT taking place!"
The voice of actor Ford was cold and
calculating: "If and when 'The Day Called
X' ever comes, Portland is ready." (Its citi-
zens two years ago cheerfully voted to tax
themselves in order to underwrite the CD
program). Portland is ready, said Mr. Ford.
"Is your town?"
Production costs: Approximately $60,000.
Produced by CBS Public Affairs on Sun.
Dec. 8, 6-6:30 p.m. EST on CBS-TV
(sustaining).
Producer-director: Harry Rasky; assoc. pro-
ducer: Arthur Swerdloff; writers: Lester
Cooper and Harry Rasky; narrator: Glenn
Ford; film editor: Bernard Birnbaum;
production manager: Victor Allan; unit
mgr.: Craig Fisher; chief cameraman:
Fred Dietrich.
TO TURN RANDOM
TUNERS INTO
VETERAN VIEWERS
Now — in many markets — three
great adventure -action series
combined into one great 5-day-
a-week show! Why pay a pretty
penny for programs when you
can get top-rated series in your
market and hold on to all of
your own cash! For complete
details about this new plan,
phone today. Or wire Michael
M. Sillerman at TPA for your
market's availability.
Hurry! Markets are
being reserved
today! Wire or
phone for private
screening-!
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
Broadcasting
December 9, 1957 • Page 15
THIRD TALLEST STRUCTURE
ON EARTH! TEXAS' LOFTIEST
TELEVISION TOWER NOW
GOING UP! READY LATE 1958!
THEN MORE PEOPLE IN
MORE PLACES WILL
SEE WOAI-TY!
: «vmi 4
SAN ANTONIO
Page 16 • December 9, 1957
Broadcasting
SALT
THEN...
The grizzled miner stealthily salted ore-
bearing rock in the abandoned, played-out
mine. The victim's eye and pocketbook
were caught by the "Big Bonanza." But
the victim's pay-off — nothing but grief!
NOW . . .
Stations who "salt" a few selected, smash-
hit movies during rating-week play the
same old trick. The victim's eye is caught
only by the big ratings. And his pay-off is
the same old grief — inevitable failure. An
advertising campaign must depend on sound
steady, day-in, day-out performance.
In San Antonio Television, you get depth
of quality in motion picture presentation
on only one station. WOAI-TV programs
the complete libraries of Metro-Goldwyn-
Mayer and Warner Brothers — more
than 1600 films, including many of
the greatest Hollywood ever produced.
And WOAI-TV insures top production
quality of these "pure gold" films by
owning outright clear, new prints of them
all. WOAI-TV programs eighteen films
per week, day and night. Their average
rating is 11.6 (Pulse, Sept. 1957).
COSTS
Lowest in town! For example, at
the Open, Five Plan Package Rate,
AFTERNOON MOVIETIME (Mon. - Fri.,
12- 1:30 p.m.) delivers almost 53,000
homes at a cost per thousand of only
80(J;. Frequency discounts and the
combinable 10 Plan can bring the cost
way down — as lowas50<J; per 1,000 homes,
CHANNEL 4
SAN ANTONIO
NBC Primary Affiliate
Nationally Represented by
Edward Petry & Company, Inc.
Broadcasting
December 9, 1957 • Page 17
MEMORANDUM
TO: TIME BUYERS
K-7 Amarillo, Texas ... on the Air December 14
K-7 the only exclusive full time ABC outlet in the Texas
Panhandle
K-7 on channel 7 in the middle of the dial
tween the other Amarillo stations.
located be-
K-7 with the highest tower of any Amarillo station
K-7 using the largest audience promotion campaign ever
seen or heard in Amarillo, including:
... 200 spot announcements on each radio station within 75
miles of Amarillo.
... Display ads in all Panhandle newspapers
• • . Signs on exterior and interior of all city busses
... Rear signs on fleet of taxicabs
K"7 now offering availabilities next to outstanding ABC shows.
For more information contact our National Representatives
immediately. Venard, Rintoul & McConnell, Inc.
KVII-TV
AMARILLO
(^| General Manager: Murray Woroner
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
1735 DeSafes St., N. W. Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
□ 52 weekly issues of BROADCASTING $7.00
□ 52 weekly issues and Yearbook Number 11.00
□ Enclosed □ Bill
name title/ position*
eomftaay name
addrms
citf zone state
Please send to home address — —
OPEN MIKE
Gumption Isn't Legal Tender
editor:
I would like to know what FCC official
suggested that the government award broad-
cast facilities to the highest bidder [At
Deadline, Nov. 11].
We were granted a license three years
ago on the basis of long experience, but
very limited capital. We were the only
applicant . . . because others were afraid
to gamble that an additional Grand Rapids
station could be commercially successful.
. . . No one can deny that WMAX is
rendering a valuable service to this com-
munity. And now that we're successful
financially, many wealthy interests have
tried to buy this property. If we had had to
bid against these same interests to get a
license, we wouldn't have had a ghost of a
chance.
Charles A. Sprague
Co-Owner-General Manager
WMAX Grand Rapids, Mich.
One-Eighth and One-Fifth
editor:
Regarding the possible deletion of reser-
vations for educational tv because only
one-eighth of them have been activated, I
wonder if commercial frequencies for tv
should not also be withdrawn on the same
basis. As I recall, only about one-fifth of
them have been activated and I'm sure the
armed services and others could make good
use of them.
As was expected, commercial activation
has been somewhat better than education's,
in view of the well-known greater freedom
and speed with which private corporations
can act as compared to public bodies. The
difficulties for commercial stations of getting
uhf going (and uhf and vhf are divided in
about equal proportions totals between com-
mercial and educational) are no greater than
the problems of getting any station going
for educators in many areas, I assure you.
Harry I. Skornia
Executive Director
National Assn. of Educational
Broadcasters
Urbana, III.
[EDITOR'S NOTE— As of last week, 493 com-
mercial tv's were operating, another 121 held
construction permits, and 133 new station ap-
plications awaited FCC processing. Operating
noncommercial tv's numbered 28.]
Billings Boo-Boo
editor:
First, let me thank you for the wonderful
"radio resurgence" story in last week's
issue . . .
But, in a way, you gave one radio guy —
that's me — too much dollar credit. It was
in the bold-faced caption lines accompany-
ing the pictures on page 27.
It's sure strange what one dropped word
will do. You quoted me as saying, "We're
gearing ourselves to a possible $14 million
net in 1958." Whereas in the body of the
story the full quote — "$14 million net
billings in 1958" — was used.
I sure wish we could anticipate a "$14
million net" in '58. What a nice pie that
Page 18 • December 9, 1957
Broadcasting
5 , .■■ .
You're a BIG STEP AHEAD
with the Station that's WAY AHEAD
Play It Smart! Pick The Favorite!
1 ,700,000 TV homes in Detroit and South-
eastern Michigan (including the heavily
populated Flint and Port Huron areas)
tune most regularly and most frequently to
WJBK-TV
CHANNEL
DETROIT
Buy the Station that Saturates
Where Buying Power Concentrates!
In the nation's 5th market, 2 gets you 9
... 9 billion dollars of buying power,
tapped by this one-station buy!
Represented by
THE KATZ AGENCY, INC.
MAXIMUM POWER
100,000 watts, 1,057- ft. tower
COMPLETE FACILITIES FOR
LOCAL AND NETWORK PROGRAMMING
IN FULL COLOR
TOP CBS AND LOCAL PROGRAMS
STORER NATIONAL SALES OFFICES: 625 Madison, New York 22, N. Y.;
230 N. Michigan, Chicago 1, III.; Ill Sutter, San Francisco, Cal.
The General Electric Stations
LOYALTY
Two days of brief air announcements . . . (that we
had moved into our new ultra-modern studios)
A casual invitation . . .
(to drop in Saturday or Sunday)
— But how our audience responded
(more than 23,000 in 15 hours)
They came by the carloads — from Vermont,
New Hampshire, Massachusetts,
and Connecticut, — as well as from the
far reaches of our New York
state coverage area.
You can't buy loyalty,
but you can reach this loyal audience through
994-1
WGY WRGB
ALBANY— TROY— SCHENECTADY
Make WPTF
*mm<m *
*mim ^ ,
*0 SEllMAN
*fAftMGSTETI£R
Hitch your campaign to a
WPTF personality and watch
sales zoom. They are household
names in 84 counties . . . yes
84 . . . where WPTF reaches
over 50% of all radio homes.
In Raleigh-Durham, Wilson,
Eocky Mount or Fayetteyille.
In Chapel Hill, Greenville,
Danville, Va., or Dillon, S. C.
. . . WPTF personalities are
a first class passage to happy
selling.
WPTF
50,000 WATTS 680 KC
NBC Affiliate for Raleigh-Durham
and Eastern North Carolina
R. H. Mason, General Manager
Gus Youngsteadr, Sales Manager
METERS, GRIFFIN, WOODWARD, INC
National Representatives
OPEN MIKE
CONTINUED
would be to slice up for all our affiliated
stations. Again, my heartiest congratula-
tions on a radio story well done.
Paul Roberts, President
MBS
New York
A Madison Avenue Eye-Opener
editor:
A word of thanks for the fine story on
Monsanto, CBS public affairs and Conquest
[Advertisers & Agencies, Nov. 11]. I
thought it was well written and explained a
highly complicated area in precise, under-
standable terms. I think it will have a
beneficial effect in perhaps opening some
Madison Avenue eyes to the possibilities
inherent in public affairs programming.
Irving Gitlin
Director of Public Affairs
CBS New York
Disregard of Own Advice?
editor:
I wonder how many industry people sil-
ently chuckled Nov. 24 when the Kodak
girl on the Ed Sullivan show almost dropped
her Kodak camera in an attempt to fasten
it around her neck and demonstrate the ease
with which it is done. All I could think of
were those big ads that Eastman Kodak has
been running in Broadcasting and other
trade publications: "Be sure. Use film. Avoid
those disastrous on-camera fluffs."
W . Richard Carlson
Vice President-General Manager
WLYC Williamsport, Pa.
Introduced Garner Aug. 1 1
editor:
You've had a pretty lively Open Mike
column with proud ABC-TV affiliates telling
of personal appearances of James Garner of
the Maverick series. Well, sir, we're also
proud of the new western star, and one
thing we're particularly proud of is that he
was introduced to the nation over our own
KING-TV on Aug. 11, when KING-TV
originated the Gold Cup Hydroplane Race
over ABC-TV.
Mel Anderson
Publicity & Promotion Director
KING-AM-FM-TV Seattle, Wash.
The Right to Be Heard
editor:
I am hopeful you did not mean to imply
in "Legion of Tolerance" [Editorial, Nov.
25] that whatever the views of the Catholic
bishops on any attribute of the movies, radio
or television, they must be hermetically
sealed in a congregational vacuum and not
let their stand be exposed to non-Catholics.
I am sure you would not urge adoption of
an enforceable rule of conduct which curbed
your right to comment or influence others
on any subject of your choosing or which
limited you to editorializing only on particu-
lar attributes of broadcasting. . . .
I think, perhaps, you mean to say that
Edwin H. James
Vice President
Page 22 • December 9, 1957
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
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Broadcasting
Famous on the Georgia Scene
■Emm
STONE MOUNTAIN, the world's largest solid block of
granite, is a landmark to every Georgian. It is located on
the rim of Atlanta, home of WAGA-TV — also famous on
the Georgia scene. WAGA-TV's extensive coverage brings
top local and CBS-TV programing to more than half the
state's population. Tallest tower, maximum power, top ARB
and Pulse ratings make WAGA-TV Georgia's leading
television station. Write for the full story of WAGAland.
■si
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-625 Madison Ave. • CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-1 1 1 Sutter St,
Represented Nationally by THE KATZ AGENCY, Inc.
OPEN MIKE
THE ATH DIMENSION
"t of radio advertising
1st . . . Coverage Area
2nd . . . Audience Rating
3rd . . . Rate
4 IMPACT
The first three are inconclusive without the fourth . . . millions
of dollars are spent each year to create announcements
with impact messages. Don't waste this money . . . don't
let your announcements lose their impact. Demand ade-
quate separation . . . STAMP OUT MULTIPLE SPOTTING.
This is not a new policy
with WOLF. It is the proven
sales formula that has brought
in consistent renewals through
the years from pleased clients representing
top national advertisers.
We never had it so good— why spoil it.
RATING for RATING . . .
RATE for RATE
in CENTRAL NEW YORK IT'S -
National Sales Representatives
THE WALKER COMPANY
SYRACUSE, N.Y
you disagree in advance with anything which
the Legion of Decency may have to say . . .
which may influence non-Catholics. This is
understandable. On the other hand, I am
hopeful you are not advocating imposing a
gag rule on those who may disagree with
your views . . . ?
James Francis Tierney
Attorney at Law
1345 Connecticut Ave., N. W.
Washington, D. C.
Old Timers in Milwaukee
editor:
We are pleased to accept the challenge of
Fetzer Broadcasting Co. [Open Mike, Nov.
1] and herewith submit figures showing that
not only have more than one-third of our
employes been with us more than 10 years,
but their total years experience adds up to a
figure which should make us even prouder
than Fetzer:
Years
10-15
15-20
20-25
25-30
30-35
Over 40
Total
No. of Employees
35
12
8
5
2
1
63
Total Yrs.
Employment
409
191
175
137
63
41
1,016
Page 24
December 9, 1957
George Comte
Manager of Radio & Television
WTMJ-AM-TV Milwaukee
Draws a Dry Line
editor:
It is interesting to note that you feel "Let's
Break Out The Bottle" and "Our Cup Run-
neth Over" [Editorial, Nov. 25, Oct. 28]
produced a reaction solely among the drys.
Am I the only one who believes that those
adults who want liquor should be able to
procure it legally, yet do not feel it is
morally right to encourage others to drink?
Effective advertising is difficult to resist
for young and old. The fact that other media
encourage the consumption of liquor does
not make it right for radio or television. The
drys might object, but if you must hang me,
hang me with them on this issue.
Charles Smithgall
President
WGGA Gainesville, Ga.
Less Moaning and More Work
editor:
Some may be crying a bit about how bad
things are, but as far as the national sales
picture of Rollins is concerned, our sales
are up 30% over last year and from all
indications they should go up another 10-
15% in 1958. I think the answer is a little
less moaning and crying . . . and a little
more work.
Graeme Zimmer
National Sales Manager
Rollins Broadcasting Inc.
565 Fifth Ave.
New York City
Broadcasting
&Sfck &sf£5
H$£t J4*M. Jc^t. J&fr$t. Ji*#L Ji*$4
NOTICI
TIMEL
Tl
1ST
( to advertisers, agencies
and the
television industry )
EFFECTIVE DECEMBER 1, 1957
WCDA-B-C, the CBS Basic Affiliate serving
Albany, Schenectady and Troy in New York
State's rich Northeast will switch from UHF
Channels 29 and 41 to
originating from the newest and tallest
tower east of the Mississippi (1,353 feet.)
Simultaneously, 438,000 TV homes
will know us as
* w-ten *
ALBANY, NEW YORK
(Satellite Channel 19 will be retained to
serve "Western Massachusetts.)
Naturally, in addition to the great CBS line-
up, we shall continue to offer the finest
available local originations as:
• M-G-M Early Show
• Popeye
• M-G-M Late
Theatre
• UP News and
PAX Service
fS5
For availabilities, please call:
HARRINGTON, RIG-HTER and PARSONS, Inc.
National Representatives
New York, Boston, Chicago, San Francisco, and Atlanta
w-ten
ALBANY • SCHENECTADY • TROY
CHANNEL 10 CBS TELEVISION NETWORK • BASIC AFFILIATE
Broadcasting
December 9, 1957 • Page 25
NEWSFILM...
FOR ALL THE NEWS
Headline news or human interest -if it's news,
NEWSFILM's ever-alert cameramen throughout
the world get the story on film every day.
That means your station, whether it's a big
operation or relatively small, can provide
big-league news coverage. For NEWSFILM, the
only syndicated news produced exclusively for
television stations, is available to all stations,
regardless of their size or affiliation.
A product of CSS News, NEWSFILM is coverage
in depth: 12 minutes a day of well-rounded
world news, expertly edited for home viewing
and air- rushed to you from four processing
points, complete with scripts for local use.
The result is scores of enthusiastic NEWSFILM
subscribers round the globe. Like television
station WSEE, Erie, whose general manager,Cecil
M. Sansbury, reports: "Response to our use
of NEWSFILM has been remarkable. Close to
800 unsolicited letters and phone calls from
viewers poured in during the first three weeks
congratulating us on our greatly- improved
news coverage, saluting its 'amazing timeliness'
and its 'big- league approach.' And since then,
we've been receiving as many as 25 calls daily
commenting on what one viewer terms 'the
first network-calibre newscast seen locally!'"
NEWSFILM, your most complete news coverage,
is available through the nearest office of . . .
CBS Television Film Sales, Inc.
"...THE BEST FILM PROGRAMS FOR ALL STATIONS"
In New York, Chicago, Los Angeles, St. Louis,
San Francisco, Boston, Detroit, Dallas, Atlanta.
And in Canada, S. W. Caldwell, Ltd., Toronto.
the key station in
MICHIGAN'S*
MIGHTY MIDDLE
MARKET
with a 24 hour schedule and
5000
LIVELY WATTS
has over twice the number of
listeners than all other stations
combined in
(March-April, 1957— C. E. Hooper, Inc.)
A
K
LANSING
W
contact Venard,
Rintoul & McConnell, Inc.
* 17 Central Mich-
igan counties with
$1,696,356,000
spendable income.
OUR RESPECTS
to William McElroy Dozier
TELEVISION can learn one important lesson from motion pictures: not to try
to compete with them in things the movies can do best. So says William Dozier,
general program executive of CBS-TV, in charge of all the network's live program-
ming from Hollywood.
"The movies tried to compete with tv by putting into theatres the kind of programs
most popular with the television audience," he points out. "They learned the hard way
that the public just won't go out to get marginal entertainment when they can get
this, or better, at home and free. But big attractions are something else again. People
are going to see "The 10 Commandments" and "Around the World in 80 Days,*'
pictures of the kind they can't get on tv, in greater numbers than ever before. And
they're staying away from other pictures, also in greater numbers than ever before.
"Tv is out of the novelty stage; it's become a staple item in the entertainment
scheme of things; it's had time to learn what it can do best and what it should not
attempt at all," he states. We turned down For Whom the Bell Tolls for tv when we
realized that we couldn't do as good a job as the motion picture of 10 years ago.
Essentially the story is blowing up a bridge and we can't do that very well on tv,
so we didn't try it."
William McElroy (his mother's maiden name, long since dropped out of his sig-
nature) Dozier was born Feb. 13, 1908, in Omaha, where he attended primary and
high school and went on to Creighton U. He majored in English, edited the Creigh-
tonian, won a place on the debating team coached by Frank Fogarty (now manager
of WOW-AM-TV Omaha), was active in dramatics and got in a year of law before
receiving his AB degree in 1929. A fellow campus Thespian and law student was
Mr. Fogarty's predecessor at WOW, the late John Gillin.
Now it was off to Buffalo and the real estate business and, a couple of months
later, marriage with Katherine Foley. ("That's how I have a son 27 [Robert] who's
going to make me a grandfather before I'm 50." he says wryly.) But by the mid-30's
Buffalo real estate buyers were few and far between, so the Doziers migrated to
Los Angeles and Bill resumed his law studies at USC ("really to have something to
do while I decided what I was going to do next").
When a meeting with Bob Allenberg led to an offer of a job with the Berg-Allenberg
talent agency, there went the law career. For six years Bill handled the agency's story
and writer clients, then reversed his role and began buying instead of selling, as story
and writer head of Paramount Studios.
Three years later he moved to RKO as executive assistant to the late Charles
Koerner, then vice president in charge of production. After Mr. Koerner's death
in 1946, Mr. Dozier became associate head of production at Universal-International.
(Also that year, having been divorced, he married Joan Fontaine. Their daughter
Deborah is now 9.) Three years later he became a producer at Columbia Pictures
and then joined Sam Goldwyn Productions as executive story and writer head.
IN THE FALL of 1951, Mr. Dozier joined CBS-TV in New York as head of the
story department and director of the search for new talent. The following spring
he was named executive producer of dramatic programs, responsible for such out-
standing series as Studio One, Danger, Suspense and You Are There, to name only
a few. In January 1955, he shifted back to Hollywood as director of network pro-
grams from there for CBS-TV and that fall he returned to motion pictures as
vice president in charge of production at RKO.
Now back at CBS-TV, in charge of all live programs originating in Hollywood —
Studio One, Climax, Shower of Stars, Playhouse 90 and Red Skelton Show, plus
specials — William Dozier has no fears about television shortly becoming all film.
"The costs of film production are getting so high that advertisers who formerly
favored filmed programs are now taking a look at live shows," he notes. "Actors are,
too. If they have theatre backgrounds, they prefer working on live shows, and
residuals have paid off for so few people that tv films don't have the lure for talent
they had two or three years ago."
Neither a joiner ("the Bel-Air Country Club is the complete list of organizations
I belong to") nor a serious hobbyist ("my occasional golf game is certainly not in
that class"), Bill Dozier prefers to spend his leisure hours at home with his family.
Home is in Beverly Hills (conventional address for a successful Hollywood executive),
a residence conventionally equipped with swimming pool and projection room and
(most unconventionally) with a telephone whose number is listed in the telephone
book. Family is Mrs. Dozier (Ann Rutherford, whom he married in 1953 after his
divorce from Miss Fontaine) and their two girls, his Deborah and her 13 -year-old
Gloris.
WILS
^ c^ofa
Page 28 • December 9, 1957
Broadcasting
SYMBOLS OF
©IlMIimLDQILIlTO
Broadcasting
December 9, 1957 • Page 29
Know
Charlotte
by the
company
it keeps
Building Permits*, proof of
physical growth, show Charlotte
keeping company with many
"first fifty"! cities.
To give your product a major
build-up in a major market
use WBT Radio, the station that
exceeds its nearest Charlotte
competitor (NCS#2) by 711%
in total audience.
Official City Records, 1955
tStandard Metropolitan Area Population
Springfield $14,972,357 . Albany $15,691,576
• Charlotte $17,410,539 • New Haven
$14,079,986 • Bridgeport $7,828,580
Represented Nationally by CBS Radio Spot Sales
CHARLOTTE, N. C.
Jefferson Standard
Broadcasting Company
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Vol. 53, No. 24
DECEMBER 9, 1957
VIDEOTOWN GETS CHOOSY ABOUT TV
• C&W test city, 10 years later, has stabilized viewing habits
• Lesson: It takes creative vitality to increase audience size
Tv advertisers, agencies and networks
were put on notice over the weekend that to
boost audience size from this point on, at-
tention must be given to the "creative
vitality of tv programs."
This warning note, struck by Cunning-
ham & Walsh's 10th annual Videotown
study of tv family habits, also can be ex-
pected to alert program producers and others
in the tv field, since findings of the study
are circulated widely.
According to the study, the American
family still watches tv a lot, particularly in
the evening, but the medium has become a
part of everyday living; there's little if any
novelty left and the excitement is gone.
If the "typical" community of Videotown
(actually New Brunswick, N. J.) is any
criterion for the U. S., then this is the status
of television viewing today.
Cunningham & Walsh's study, slated for
release last Saturday, leads into the subject
in the report's summary this way:
"A look at the year-by-year hours of
viewing shows an irregular movement with-
in a narrow range. It would seem that a peak
has been reached in the number of hours
the average individual in each category
spends in front of the tv set, and that from
now on there will be small changes (up
and down) from year to year." It then
winds up by asserting: "It would take a
major change in programming to upset this
trend."
The summary's conclusion also states:
"In the future, television viewing will
follow a series of high level cycles. The
movement will be influenced partly by new
set developments, partly by social and eco-
nomic changes which keep people at home
or attract them away from home, but most-
ly by programming. The all important de-
terminant for audience size is the creative
vitality of tv programs."
Although not one of the tv networks
would comment when queried as to the
survey's implied knuckle-rapping of pro-
gramming, a spokesman for one called at-
tention to the fact that the survey was
based on programming last spring, that
programming has since been revamped and
that, according to latest audience measure-
ment reports, viewing this fall is up.
To clear up any misunderstandings as to
what the report is aiming at, the preface
makes these points:
"Program critics have been more
vociferous than usual in their denunciation
of tv programs. 'Creeping mediocrity,' 'the
real opiate of the people' and 'childish stuff'
are some of the epithets being hurled.
"The public is not so vocal, nor is it
quick to act. For example, they will vow by
all that's holy that westerns are infantile,
that they are fit only for feeble-minded
adults. They become quite vehement about
it in discussions of programming. What did
they watch last night — a western!
"As interviewing in Videotown progressed
from year to year, we found less and less
a feeling of excitement about television.
"People were watching just as much
during weekday evenings (a total of IIV2
hours per week), but obviously with a much
more critical eye. Watching became a fixed
habit with hours of viewing taking a side-
wise course rather than the emotional neces-
sity which was so impelling at first."
A preview of what C&W would issue in
its Videotown report had been intimated by
the agency's president, John P. Cunning-
ham, in late October. Speaking at the annual
meeting of the Assn. of National Advertis-
ers, Mr. Cunningham warned that "a most
important advertising tool" (television) may
be "in danger of being blunted and dulled,"
that its strength was being sapped by a
"boredom factor," and he hinted that ad-
vertising men perhaps ought not to add to
current program fare unless they had some-
thing "better — a matter of creativity"
[Advertisers & Agencies, Nov. 4].
Mr. Cunningham noted then that Video-
town studies conducted by his agency had
uncovered these attitudes of tv "boredom."
The Videotown report, conducted by
C&W's vice president and research director,
Gerald W. Tasker, and research manager
Gladys R. Kanrich, presents a potpourri of
statistics, taking in such tv owners' "habits"
as viewing, use of sets, radio listening,
thoughts about buying new receivers, color,
newspaper and magazine reading and movie
attendance.
What about family viewing? Is it up? At
a level? Down? The answers: a qualified
"yes" as well as "no."
The most comprehensive portion of the
WHAT VIEWER TOLD RESEARCHER
. . . about Videotown' s weekly tv viewing (Mon.-Fri.)
YEAR
TOTAL PEOPLE
IN TV HOMES
% VIEWING
PER DAY
NO. VIEWING
PER WEEKDAY
AV. HOURS
PER WEEK-
DAY (WHEN
VIEWING)
TOTAL
INDIV.
HOURS
PER WK.
1953
28,434
76
21,610
3.52
338,336
1954
31,552
77
24,295
3.58
434,880
1955
32,504
87
28,278
3.39
479,312
1956
33,525
79
26,485
3.28
434,354
1957
33,861
81
27,427
3.21
440,203
Broadcasting
December 9, 1957 • Page 31
ADVERTISERS & AGENCIES continued
Researchers found that elderly viewers of tv
families are ardent fans . . .
study is on viewing. These, briefly, are the
highlights:
• A slight gain this year over last in total
viewing hours per week, both in total num-
ber of people in tv homes and the per cent
of people watching each weekday.
• A slight decrease from 1956 in the daily
hours of individual viewing (for the people
who watch at all). (See table page 31.)
The study notes: "The history of view-
ing in Videotown indicates that television
has been on a plateau for the past three or
four years. Between 75% and 85% of the
people will tune in on an average weekday,
each spending between 13 and 15 hours per
week (Monday through Friday) in front of
his set."
When did people start to be "more selec-
tive in their viewing and . . . spreading their
tv time over the day?" In 1954, says the re-
port. "In that year, the number of week-
day evening hours spent viewing tv by the
average person showed its first decline. In-
creased daytime viewing helped maintain
the upward trend in total weekly viewing
hours in 1954.
"Each year thereafter showed a decrease
in the number of evening hours per day that
an individual spent in front of his tv set
(when he watched at all). Average evening
hours per week has been moving up and
down with no established trend."
Videotown's report shows in 1953, 13.92
hours of viewing all day (Mon.-Fri.), with
12 hours in the evening, 1.13 in the after-
noon and .79 in the morning; a year later,
comparative figures were 14.85, 11.70, 1.65
and 1.50; for 1955, they were 15.55, 13.20,
1.40 and .95; last year, 13.43, 11.05, 1.36
and 1.02, and this year, 13.55, 11.45, 1.25
and .85.
In a further breakdown, these trends in
viewing were marked:
Evening viewing (average) per week is
slightly above that of last year — from 11
hours 3 minutes to 1 1 hours 27 minutes.
Morning viewing is at a "temporary"
plateau. Total for the week (Mon.-Fri.) for
the average person was less than an hour in
1953, and 1955 and again in 1957, but \Vz
hours in 1954 and just over an hour last
year.
Weekday afternoon viewing (Videotown
researchers take the noon hour to 5 p.m.)
reached its peak in 1954 when the average
was 1 hour 39 minutes. Since then, the trend
has been downward, dipping each year
thereafter with the 1957 figure down to 1
Page 32 • December 9, 1957
hour 15 minutes. "These are all indications
of a leveling off in afternoon viewing which
will probably continue until some major
change occurs in programming," the report
observes.
The study found that early tv fans main-
tain their status as the "most ardent tv view-
ers," with homes having a tv set longer,
tuning in for more hours with individuals
spending more time watching.
This year, individual members of older tv
families watched about WVz hours per week
during weekday evenings, while people in
newer tv homes watched about 1 1 hours per
week. Homes which had tv before 1954
tuned in just under 4 hours on the average
weekday evening compared to 3 hours 23
minutes for the newer owners. (These dif-
ferences are narrowing as newly married
people, whose viewing habits were estab-
lished in older tv homes, become new tv set
owners.)
Probing deeper into tv viewing habits of
the average family, the Videotown study
finds:
Most consistent viewing during the eve-
ning is by husbands, wives and teen-age
children. The report notes that over eight
. . . tv often serves as a babysitter, and
children still eat before the set . . .
out of 10 wives, not quite eight out of 10
husbands and teen-agers watch tv at some
time during the average weekday evening
(a slight drop from last year for husbands
and teen-age children but an increase for
wives). Not quite three-fourths of children
under 10 watch on any one evening, and
when they do watch, they spend less time (a
little over two hours) than other family
members, partly because of an early bed-
time. Teen-agers average 2 hours 23 minutes
compared to the adults' over 3 hours (when
they watch).
In total hours spent watching tv during
the evening, Mon.-Fri., it is the wife who
does the most. The totals: 14 hours for
wives compared to 13 hours for husbands;
while teen-agers watch about 9XA hours, and
children under 10, a little over IVi.
The study finds that daytime tv viewing
by housewives is about at the 1953 level,
stabilizing at about 1 1 % in the morning and
20% in the afternoon for the past two years.
The year 1955 is seen as the peak year for
the number viewing in the afternoon or all
day for wives and for all people. Ignoring
that year, the trend has been upward from
early years through 1957.
As it has in the past, the Videotown survey
also takes a good look at radio listening
in tv homes. Conclusion: Radio listening
seems to have leveled off, with somewhat
under half of the wives, about one-third of
all people, listening on the average weekday.
Morning radio listening is still much more
popular than tv viewing, especially with
housewives.
Specifically in tv homes, 43% of wives
listen to the radio all day weekdays (30%
in the morning, 16% in the afternoon and
17% in the evening), while 32% of all
people on the average listen to the radio
all day (19% in the morning, 9% in the
afternoon and 16% in the evening). Com-
pared to last year, wives were off nine per-
centage points in listening to the radio in
the morning; up two points in the afternoon
and three points in the evening, but off
four points for all day. There was little
change from last year in the per cent of all
people (except a drop of four points in the
morning).
In tv viewing on an average weekday
morning, the same percentage of wives are
registered this year as compared to last
year (11%), similarly in the afternoon
(20%), but the percentage is five points
higher in the evening (from 81% to 86%)
and up for all day (from 85% to 89%). For
all people, the average weekday percentage
is about level with a few points gain in the
evening and all day viewing.
In a detailed breakdown on radio listening
in tv homes, Videotown found a slight drop
in the hours per day when all people on
the average listen to radio in the evening,
but an appreciable rise in the average hours
per week spent listening in the evening.
Again, in morning radio, listening is up in
hours per day but reduced in the hours per
week.
Other highpoints:
Saturation • In Videotown it was 92.7%
in June, a slight increase over the 90.5%
of a year ago. Thus, growth of tv set owner-
ship over the years increased the potential
audience each year, but the present high
saturation figure has made tv ownership
"universal for all practical purposes, putting
a ceiling on the number of people available
for tv viewing."
Peak in Total Viewing • One of these
elements — the average daily hours of view-
ing— showed its first decline two years ago.
A year later (1956) there was a decrease
in both the per cent of people watching
each weekday and in the number of individ-
. . . and ironing while watching a favorite
daytime show is a well-entrenched habit.
Broadcasting
ual viewing hours, and thus a decline in
total viewing hours per week for the first
time in the study's history.
Social-Leisure Time • The return to more
activities away from the home, which in-
creased last year, has been maintained this
year. But, the report notes, the renewed
activity outside the home "does not make
as deep a cut in tv viewing as might be ex-
pected." Reasons: the increase itself is small
for any one evening, and people rearrange
tv viewing rather than eliminate it entirely.
Movie Attendance • It fell off 77%
when a tv set was purchased in the early
growth of television. This downward trend
was reversed in 1953, and by 1955 attend-
ance by people in tv homes reached a post-
tv peak though still less than two-thirds
the pre-tv level. Last year it received a set-
back, dropping to the level of the early tv
years, but this year attendance is up once
more but not at the 1955 level. The study
finds no "apparent" trend.
Reading • Magazine reading in tv homes
has been hit hard again this year. The level
about equals what it was in the early 1950's.
During the first year of tv in the home,
magazine reading on a weekday evening
dropped 53%. In 1953, the downward spiral
was arrested, and reading increased in 1954
and 1955. But last year and this year, maga-
zine reading has been dropping steadily.
The number of adults in the tv home
reading newspapers, however, has remained
quite steady (within a few minutes) over
the years. There has been a high level main-
tained over the years.
Radio • The report states that, initially,
tv's impact on radio during evening hours
was severe. Only 5% of people in tv homes
in 1951 listened to radio at some time
during weekday evenings (compared to 60%
in those same homes before the family
obtained its tv set). But, since then, evening
radio listening has been on the upswing:
8% in 1952, 9% in 1953, 10% in 1954
and 1955, 12% in 1956 and 16% this year.
Much of this evening radio listening is con-
centrated in early evening hours.
The study for the past several years has
included a census of radio ownership. In
Videotown, 94% of all families have one
or more radios, very near the national aver-
age and the same as last year. There's been
a slight drop in multiple radio ownership
since 1954 — from 47% to 45% in tv homes;
from 37% to 32% in non-tv homes. Tv
homes average two radios, non-tv 1.8.
Set Sales • The replacement factor now
accounts for most sales, with the other chief
reason being "impulse buying." Two (and
more) tv set homes rose from only 1% in
1951 to 8.7% last year and 10% this year.
Portables account for many second sets
(2% of set owners have them, and 10%
are expecting to buy a new set because it is
a portable). In 1956, nearly 9% of all
Videotown tv sales were portable sets.
Radio Location • Of interest in Videotown
are figures for percentage of radios accord-
ing to room location in the home. In homes
with more than one radio, the bedroom is
becoming the favorite room. In 1954, in tv
homes, 51% of radios were in living rooms,
47% in 1956 and 40% this year; 56%
in 1954 were in bedrooms, 71% last year
and 77% this year; 54% in kitchens in
1954, up to 66% last year and 69% this
year. Lineup in non-tv homes last year:
85% in the living room, 52% in the bed-
room and the same number in the kitchen;
this year, 76%, 79% and 69%, respectively.
A similar movement away from the living
room is seen in one-radio homes, but there
the kitchen is the room which gains.
Videotown also carries its revisions on
a breakdown of families into upper middle
and lower income groups. These figures are
of little significance except for showing an
obvious trend to more middle class (which
benefits the community as a test city).
VIDEOTOWN COOL TO COLOR;
ENTHUSIASM DOWN FROM '56
Color tv is not much further along in
Videotown this year than it was 12 months
ago, according to Cunningham & Walsh's
10th annual survey of tv in its "typical"
U. S. community (New Brunswick, N. J.).
Last year, 23% of respondents in tv
homes had seen a color telecast; this year
25%. Last year about three-fifths were
favorably impressed; this year two-fifths, a
turnabout in the percentage of people who
generally liked or disliked color.
Color also lost some ground with people
who were asked directly if they desired to
own a color tv set (not if they would buy
one). A little over half would like to own one
compared to more than three-fifths last year.
A shift in emphasis on reasons for not
owning a color tv set was detected this
year. In 1956, 74% said they were dissat-
isfied with the quality of the color pictures
(by those who saw a color program), and
cost was mentioned by 21%. This year
40% were dissatisfied while 37% asserted
they liked what they already have. Cost
was mentioned by 24%.
The breakdown was similar among those
who had never seen a color program: 42%
objected to cost, 37% preferred black-and-
white or their own set and 20% didn't look
forward to color because of experience with
color movies or from hearsay on color in
tv.
Last year those respondents who men-
tioned the approximate price range they
thought was "fair" for color placed the
figures between $300 and $400 or a median
of $363. This year the "fair" price
dropped — between $300 to $325, or a
median of $320. Of those expecting to buy
a new set this year, 10% said they would
buy color — actually only 0.4% of the total
tv families. The report notes "there is still
no evidence of rapid expansion of color set
sales."
UNIQUE YET TYPICAL CITY
MATURES WITH THE MEDIUM
Videotown was set up by Cunningham
& Walsh in 1948 for its clients and its own
staff to answer questions about "tv's value
as an advertising medium" and about "its
influence on human behavior." Since that
time, the agency has repeated the survey
each year to obtain a continuing measure
of growth "of this important new medium."
The community actually is New Bruns-
Broadcasting
December 9, 1957 • Page 33
ADVERTISERS S AGENCIES continued
ARB DEVISES FAST RATING PLAN
• Instant tabulations to be offered starting in January
• New service could revolutionize present rating concepts
wick, N. J., which has a population of about
40,000 and is located about 30 miles south-
west of New York City. The agency se-
lected it as a tv testing ground ten years
ago because it has a unique tv location and
yet is typical of an average U. S. commu-
nity; unique because its proximity to New
York permits good reception of seven sta-
tions and is a "mature market" for tv,
both in set buying and in viewing habits;
typical because it is an independent, self-
contained market supported by its own in-
dustries and agricultural area (few people
there commute to New York).
The report's summary of a decade:
"Television has grown from infancy to
maturity in Videotown (and generally
throughout the U. S.). Set ownership rose
from 1.4% of Videotown families in 1948
to near peak saturation — more than 9 out
of 10 homes today.
"Hours of tv viewing reached their rec-
ord high of 15 hours 33 minutes per person
per week (Mon.-Fri.), and have eased off
slightly during the past two years to 13
hours, 33 minutes per week in 1957.
The study indicates a leveling out in tv
activity, a matter-of-fact acceptance of tv
viewing as a part of everyday life."
Advertisers Marketing Aid Issued
A wall chart showing business trends and
progress since 1933 is being distributed by
VanSant Dugdale & Co., Baltimore, to
aid advertisers in their marketing plans.
The chart includes data on stock averages,
federal government expenditures, whole-
sale commodity prices and the average
family income.
A new, automatic television rating service
which some observers believe may revolu-
tionize the ratings business is being estab-
lished by American Research Bureau and
is slated to go into operation early in Janu-
ary, Broadcasting learned last week.
The service, to be introduced in the New
York area, but scheduled for expansion
gradually to a nationwide basis, employs
special devices installed in tv sets and con-
nected by telephone lines to a central point
where ratings would be computed virtually
instantaneously.
In essence, it would combine the me-
chanical measurement concept of the A. C.
Nielsen Co. service with the overnight speed
of the special Trendex surveys.
Plans were said to envision the equip-
ping of some 300 New York area homes
with the automatic measuring equipment —
and installation of approximately half of
these already has been completed, it was
understood. Observers said the 300 would
compare favorably with the number of New
York area homes equipped with Audimeters
in the Nielsen service.
As a second step, it was reported, ARB
plans to equip homes in five other major
markets and thus offer a six-city service
which, like the Trendex overnight service
encompassing considerably more markets,
could provide ratings on tonight's tv pro-
grams tomorrow morning. The service then
would be expanded city by city until na-
tional coverage was achieved.
The speed of such a service, as well as its
automatic measurement of set tuning, was
deemed especially attractive among agency
and other authorities acquainted with its
development. They pointed out that, es-
pecially at the start of a new season and
at other times when a new program is being
launched, all concerned need to know as
quickly as possible how the public reacted.
This has been an especially strong selling
point with the Trendex "overnighters."
Authorities also pointed out that, by
contrast, although the Nielsen service is
more national in scope, it is also much slow-
er. The Nielsen reports come out some weeks
after the survey period, and some sub-
scribers reported even greater delays recent-
ly. For instance, they said that the Nielsen
report for the period which ended Oct. 19
was delivered in mid-November, meaning
that subscribers had to wait more than a
month for a report on shows broadcast
during the early part of the rating period.
Observers for the most part appeared to
be taking a "wait and see" attitude, remem-
bering that "revolutionary" new rating de-
velopments had been heralded before with-
out creating the stir in practice that they did
in promise. But some were plainly, if guard-
edly, enthusiastic — and one said flatly it
conceivably could mark "a new era" in
ratings. The ARB organization meanwhile
was described as having "every confidence"
that the system would work, although its
plan, according to outside sources, was not
to announce it publicly until it was actually
in operation in New York.
MR. BOULWARE MR. ENNIS MR. STEVENS
TOP media appointments announced
Wednesday at Bryan Houston Inc.,
New York, included John Ennis, who
joined the agency four years ago as
associate media director and previous-
ly was media and contact executive
with Benton & Bowles, named vice
president and director of media (suc-
ceeding H. H. Doberteen, resigned);
Robert Boulware, with Bryan Houston
as media buyer and formerly general
manager of WLWT (TV) Cincinnati,
appointed vice president and associate
media director, and Richard A. Stev-
ens, who before joining the agency a
year ago was general manager of
Scheideler & Beck, named media de-
partment manager.
The Next 10 Days
Of Network Color Shows
(All times EST)
CBS-TV
Dec. 10, 17 (9:30-10 p.m.) Red Skel-
ton Show, S. C. Johnson & Son through
Foote, Cone & Belding and Pet Milk
through Gardner Adv.
NBC-TV
Dec. 9-13, 16-18 (1:30-2:30 p.m.)
Howard Miller Show, participating
sponsors.
Dec. 9-13, 17, 18 (3-4 p.m.) Matinee
Theatre, participating sponsors.
Dec. 9, 16 (7:30-8 p.m.) The Price
Is Right, RCA Victor through Kenyon
& Eckhardt and Speidel through Nor-
man, Craig & Kummel.
Dec. 10 (8-9 p.m.) Eddie Fisher-
George Gobel Show, RCA-Whirlpool
through Kenyon & Eckhardt and Lig-
gett & Myers through McCann-Erick-
son.
Dec. 11, 18 (9-10 p.m.) Kraft Tele-
vision Theatre, Kraft through J. Walter
Thompson Co.
Dec. 12 (7:30-8 p.m.) Tic Tac
Dough, RCA Victor through Kenyon
& Eckhardt and Warner-Lambert
through Lennen & Newell.
Dec. 12 (10-10:30 p.m.) Lux Show
starring Rosemary Clooney, Lever
Bros, through J. Walter Thompson Co.
Dec. 14 (8-9 p.m.) Perry Como Show,
participating sponsors.
Dec. 14 (10:30-11 p.m.) Your Hit
Parade, Toni through North and
American Tobacco through BBDO.
Dec. 15 (5:30-6:30 p.m.) Telephone
Time, AT&T through N. W. Ayer.
Dec. 15 (6:30-8 p.m.) Hallmark Hall
of Fame, Hallmark through Foote,
Cone & Belding.
Dec. 15 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Dec. 15 (9-10 p.m.) Dinah Shore
Chevy Show, Chevrolet through
Campbell-Ewald.
Dec. 17 (8-9 p.m.) George Gobel-
Eddie Fisher Show, RCA-Whirlpool
through Kenyon & Eckhardt and Lig-
gett & Myers through McCann-Erick-
son.
Page 34 • December 9, 1957
Broadcasting
A five-state market story was unfolded to New York advertising
and media executives last week at two luncheons staged by WNAX
Yankton, S. D. Seated (I to r): Don Sullivan, WNAX; Vera Bren-
nan, Sullivan, Stauffer, Colwell & Bayles; standing, Morris Kellner,
The Katz Agency; Arthur Hull Hayes, president, CBS Radio, and
Bill Schudt, CBS Radio.
A girl and a hat provided atmosphere, but business was serious as
Texas Triangle was host to New York agency-media executives.
At one of the Stork Club luncheons (I to r): Beth Black, Cohen &
Aleshire; Gordon McLendon, host; H. B. Neuwirth, John Blair
& Co.; Frank Brady, Cohen & Aleshire; Charles Jordan, KFJZ
Fort Worth, and for atmosphere, Millie Hughes.
Three Stations Make
Madison Ave. Pitches
Madison Avenue is lending its ears to
broadcasting sales presentations, with three
major sessions taking place in a little over
a week. The McLendon stations and WNAX
Yankton, S. D., were hosts last week; WJW-
TV Cleveland will take over this week in
New York after a Chicago presentation last
Wednesday.
Some 500 top advertiser and agency ex-
ecutives and timebuyers were guests of the
McLendon stations at a series of luncheons
at New York's Stork Club last week for a
sight-and-sound presentation on the "Texas
Triangle" of radio stations — McLendon's
KLIF Dallas, KILT Houston and KTSA
San Antonio, allied with KFJZ Fort Worth.
In narration, music and slides the presen-
tation pointed up growth and key character-
istics of each of the markets, and noted
that the four stations' coverage areas en-
compass "three out of four Texans and
three out of four Texas dollars." On hand
for the showings, held Monday through
Friday, were President Gordon R. Mc-
Lendon; vice presidents-general managers
Charles Jordan of KFJZ, Bill Weaver of
KILT, Al Lurie of KTSA and Richard
Wilcox of the McLendon group's KEEL
Shreveport, as well as Don Keyes, national
program director for McLendon stations,
and top officials of John Blair & Co., na-
tional sales representative. Similar presen-
tations are planned for other key markets.
WNAX showed a color motion picture
depicting the importance of its five-state
market, with over 400 agency and ad-
vertiser executives as guests at Tuesday-
Wednesday luncheons.
Donald D. Sullivan, general manager of
WNAX and KVTV (TV) Sioux City, Iowa,
was in charge of the presentations. Both sta-
tions have been acquired by Peoples Broad-
casting Corp. from Cowles Broadcasting Co.
for $3 million [At Deadline, Dec. 2].
Flanking Mr. Sullivan were Nick Bolton,
WNAX commercial manager; George B.
German, farm reporter, and Wynn Hubler
Speece, the WNAX "Neighbor Lady."
WNAX is 35 years old and is represented
nationally by The Katz Agency.
About 300 agency representatives are ex-
pected to attend a WJW-TV Cleveland pres-
entation Tuesday at the Waldorf-Astoria,
New York, according to Ben Wickham, man-
aging director of the Storer outlet. A 20-min-
ute film highlighting station facilities and
services was previewed last Wednesday be-
fore 150 midwestern agency guests at the
Sheraton Hotel, Chicago.
Mr. Wickham said WJW-TV is preparing
a pocket brochure with program facts. The
station's demonstration is built around a
humorous film with a "low-sell" pitch. With
Mr. Wickham in Chicago were W. E. Mc-
Murray, Storer national sales director, and
these WJW-TV representatives: Peter Storer,
general sales manager; William Kelley, na-
tional sales manager; John B. Garfield, local
sales manager; Bud Mertens, promotion di-
rector, plus talent, photo and art personnel.
Hooper Omits Ratings on Three
Using Local Phone Promotions
Two Omaha stations and one in San
Antonio were omitted from C. E. Hooper
Inc.'s October-November ratings reports for
those cities because of alleged audience
promotions which Hooper officials felt
would inflate the three stations' shares of
audience.
The stations are KOOO and KOWH
Omaha and KITE San Antonio. KITE was
out of the Hooper San Antonio report for
a period of months some years ago, for
similar reasons.
Hooper officials said that during the
survey period these stations were conducting
audience promotions of a type which made
it impossible to determine whether the inter-
viewees actually were listening to the station
they named. As an example of this type of
promotion they cited the device of offering
prizes to listeners — during the survey period
— for answering the telephone by reciting a
station's call letters.
In line with Hooper policy of many years'
standing, they said, the ratings of such
stations are omitted because there is no way
to tell whether a person answering the tele-
phone in such fashion is actually listening
to the station he names, or whether he only
claims he is listening. On the other hand,
they said, if a station conducts a promotion
which in itself requires that people be
listening in order to win — in contrast to
only saying they are listening — then that
station's ratings are not omitted from the
report.
Officials made clear that they dislike
survey-week promotions which may produce
"atypical" results for any station, but
pointed out that station operation is a man-
agement function with which the Hooper
firm does not seek to interfere. Moreover,
they said, if a promotion itself requires
listening, then measurements during that
period do reflect actual listening during that
period, even though the listening may be at
a higher level than usual. But when the pro-
motion is such that it does not require
listening, the officials continued, then it
becomes impossible for surveyors to tell
whether people are tuned to the station or
are only saying so in hopes of winning a
prize, thereby making the survey results for
that station questionable.
In omitting the KOOO and KOWH re-
sults from the Omaha October-November
report, Hooper carried a footnote saying
that these stations "conducted a type of audi-
ence promotion during this survey which,
in our opinion, would result in our showing
inflated shares if they were reported here.
They are therefore omitted."
A similar footnote was carried in lieu
of the KITE ratings.
Broadcasting
December 9, 1957 • Page 35
ADVERTISERS & AGENCIES continued
Philip Morris Names Cullman
As President, Hatcher Sr. V. P.
Joseph F. Cullman 3rd, executive vice
president of Philip Morris Inc., New York,
last week was elected president and chief
executive officer of the company, succeeding
BUSINESS BRIEFLY
WHO'S BUYING WHAT, WHERE
MR. CULLMAN
MR. HATCHER
the late O. Parker McComas, who died two
weeks ago [Advertisers & Agencies, Dec.
2]. The company's board also elected Wirt
H. Hatcher, vice president in charge of
leaf, to the post of senior vice president.
Mr. Cullman joined Philip Morris as a
vice president early in 1954 when Benson
& Hedges was acquired. He had been
executive vice president of B&H. He has
been active in the tobacco industry since
1935 when he was graduated from Yale U.
Mr. Hatcher has been with Philip Morris
since 1919 in various executive capacities.
Weiss Integrates Departments
For Better Marketing Service
Edward H. Weiss & Co., Chicago, has
integrated marketing, research and media
under Jack Bard as vice president of market-
ing services and has established a single re-
search department with Dr. Gary Steiner as
director, the agency announced Monday.
The changes are designed to offer clients
more complete marketing service.
Under Mr. Bard, who previously had
been vice president-media, research for
media, marketing, motivation and other con-
sumer activities will be concentrated in the
new 15-man department. The agency thus
altered its reported original plan to place
motivation research under a creative director
as such and is bracketing it with other re-
search groups under marketing [Closed
Circuit, July 15].
Motivation research service will continue
to provide basic information to Weiss' crea-
tive staff, however, with Mary Jane Gruns-
feld as MR supervisor. The new structure
brings media research, formerly under the
media department, into the broad research
setup. Sam Silberman, previously head of
marketing research, heads the new five-man
marketing department, devoted to planning
and client new product development. The
media department, headed by Nathan
Pinsof, will continue to provide media anal-
ysis. Marvin L. Mann remains as vice presi-
dent and radio-tv director.
Mr. Bard stated the new arrangement
"provides a special department to help
clients on their total marketing plans. Its
function will include defining sales terri-
tories, analyzing sales and new market op-
portunities, establishing pricing policies and
planning new products."
Page 36 • December 9, 1957
LOCAL BREEZE • Paramount Pictures
Corp., N. Y., planning all-out local advertis-
ing-publicity campaigns for "Wild is the
Wind," with radio spots, newspapers and bus
cards being used. $35,000 has been budgeted
for Dec. 12 Los Angeles opening alone.
Agency: Buchanan & Co., N. Y.
IT'S TRUE • Sterling Drug Inc., N. Y.,
has signed to sponsor new nighttime version
of NBC-TV's Truth or Consequences (Fri.
7:30-8 p.m.) beginning Friday. Daytime ver-
sion of show will continue. Agency: Dancer-
Fitzgerald-Sample, N. Y.
UNION NEWS • AFL-CIO has renewed
sponsorship of two news shows; featuring
Edward P. Morgan (Mon.-Fri. 7-7:15 p.m.)
and John W. Vandercook (Mon.-Fri. 10-
10:05 p.m.) on ABN. 52-week renewal was
placed by Furman, Feiner & Co., N. Y.
DAILY WITH DALY • Chevrolet Div. of
General Motors Corp., Detroit, has signed
for new John Daly newscast on ABN start-
ing today (Monday) in Mon.-Fri 6:30-6:40
p.m. period. Campbell-Ewald Co., Detroit,
is agency. Contract is understood to be for
13 weeks.
JAZZ TIME • U. S. Time Corp. (Timex),
N. Y., will sponsor NBC-TV's The Timex
All-Star Jazz Show to be presented 10-11
p.m. Dec. 30. Show will headline Steve
Allen as m.c, Louis Armstrong and his All
Stars, Woody Herman and his Third Herd,
Gene Krupa Trio, Jack Teagarden, Bobby
Hackett, Cozy Cole, Carmen MacRae, Dave
Brubeck and — in remote from Chicago,
Duke Ellington and his orchestra. Agency:
Peck Adv., N. Y.
TUESDAY NEWSDAY • Carter Products
Inc. (toiletries), N. Y., has signed to sponsor
NBC-TV's NBC News (Mon.-Fri., 6:45-7
p.m.), on alternate Tuesdays starting im-
mediately, extending through March 25.
Agency: Ted Bates & Co., N. Y.
TAKE FOUR • Whitehall Pharmacal Co.
(Anacin), N. Y., has purchased saturation
schedule of participations on four ABC-TV
programs for remainder of December
through Ted Bates & Co., N. Y. Programs
are Sugarfoot (alt. Tues., 7:30-8:30 p.m.),
Navy Log (Thurs. 10-10:30 p.m.), Country
Music Jubilee (Sat. 8-9 p.m.) and John Daly
and the News (Mon.-Fri. 7:15-7:30 p.m.).
DRAGNET '58 • General Foods Corp.,
White Plains, N. Y., was signed to sponsor
NBC-TV's Dragnet on alternate weeks start-
ing Jan. 9 for 26 weeks. Liggett & Myers,
currently sponsoring the series, will con-
tinue as co-sponsor. Agencies are Benton &
Bowles, N. Y., for GF and Dancer-Fitz-
gerald-Sample, N. Y., for Liggett & Myers.
CANADIAN CAPER • Chesebrough-
Pond's Ltd. (Vaseline, shampoo, Pertussin
cough syrup), Toronto, Ont., is sponsoring
five minute personality programs five times
weekly featuring Gordon Sinclair, Toronto
newscaster, on stations in Vancouver, B. C;
Winnipeg, Man.; Montreal, Que., and To-
ronto, Ont. Agency is McCann-Erickson,
Toronto.
HOW PEOPLE SPEND THEIR TIME
There were 123,574,000 people in the U. S. over 12 years of age during the week
Nov. 24-30. This is how they spent their time:
69.9% (86,378,000) spent 2,021.1 million hours watching television
55.2% (68,213,000) spent 925.9 million hours listening to radio
81.2% (100,342,000) spent 398.1 million hours reading newspapbrs
29.8% (36,825,000) spent 176.1 million hours reading magazines
26.5% (32,747,000) spent 401.2 million hours watching movies on tv
24.7% (30,491,000) spent 126.5 million hours attending movies*
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
•All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
SINDLINGER'S SET COUNT: As of Nov. 1, Sindlinger data shows: (1) 105,120,000
people over 12 years of age see tv (85.2% of the people in that age group);
(2) 40,692,000 U. S. households with tv; (3) 44,725,000 tv sets in use in U. S.
Broadcasting
He hits
the gals
between
the eyes-
and sales
on the nose!
That's BOB FORSTER . . .
Baltimore's new midday star on W-I-T-H's "Melody Market."
When he's in one piece and driving on all decibels— which is
every Monday through Friday from 10 to 3— Bob is a combina-
tion of legendary Casanova and living cash register. He charms
the gals with his warmth of voice and his wealth of DJ musician-
ship. After that, what female can resist his pleasant, personal
product "pitch"? Very few in Baltimore, we can tell you.
Radio's best on
Tom Tinsley, Pres.
R. C. Embry, Vice Pres.
No Bobby-come-lately is our man Forster. His string of solid
successes extends from Cleveland (where they still miss him)
to Baltimore (where nobody would think of missing him). Backed
by W-I-T-H's pinpoint, no-waste coverage and W-I-T-H's proven
lowest cost per thousand, Bob Forster's "Melody Market" is
your best midday buy in the ever-expanding Baltimore market.
P.S. If you have a product primarily for teenagers, we recom-
mend Bob Forster's "Junior Jockeys" every Saturday from 10
to 3. The kids mob Bob, too.
in Baltimore
National Representatives:
Select Station Representatives in New York, Philadelphia, Baltimore, Washington. Simmons Associates in Chicago area and Boston.
Clarke Brown Co. in Dallas, Houston, Denver, Atlanta, Miami, New Orleans. McGavren-Quinn in Seattle, San Francisco, Los Angeles.
Broadcasting
December 9, 1957 • Page 37
To embrace
Iowa's
Better Half . . .
(three of Iowa's six largest
Mail address: Cedar Rapids • CBS Television for Eastern Iowa • National Reps: The Katz Agency
Page 38 • December 9, 1957
Broadcasting
ADVERTISERS & AGENCIES continued
TV NETWORK BUYS AND BUYERS
National toiletries advertisers in
September overtook and passed food
advertisers in placing more billing in
network tv for the first nine months
of 1957.
In September, according to a com-
pilation based on Publishers Informa-
tion Bureau data, the toiletries adver-
tisers for the founh straight month
were tops in billings of any product
group buying network television.
The trend of toiletries to higher
billings in network tv was marked in
Broadcasting's continuing study of
buying statistics a few months ago.
Though for four straight months this
product group was No. 1, its cumula-
tive total in the year had not equalled
that of foods products, for some time
the No. 1 product category in network
tv. Toiletries' margin ahead of foods
for the nine months now comes to
nearly $1 million.
Network tv's top 10 advertisers got
off smartly in the 1957-58 season. In
September, each advertiser in the list
spent $1 million or more. The leader
with more than $3.7 million was
Procter & Gamble, just slightly ahead
of P&G's total in September 1956.
Ford Motors is continuing its climb
in the top 10. In September, the auto-
maker moved up a notch, from No. 9
in August to No. 8. (It was not in
the list a year ago.) Another auto-
mobile manufacturer, Chrysler Corp.
retained its hold on the No. 2 ranking,
compared to sixth place on the list
a year ago. In September 1956, Gen-
eral Motors, now out of the top 10,
was top auto spender in the medium.
Of interest in the toiletries category:
TOP TEN ON TV NETWORKS
SEPTEMBER 1957
1.
PROCTER & GAMBLE $3,745,742
2.
CHRYSLER
1,642,911
3.
COLGATE-PALMOLIVE
1,593,370
4.
LEVER BROS,
1,511,636
5.
AMERICAN HOME
PRODS.
1, 474,233
6.
GILLETTE
1,367,991
7.
GENERAL FOODS
1,284,191
8.
FORD
1,271,632
9.
R. J. REYNOLDS
1,220,869
10.
BRISTOL-MYERS
1 ,094,864
Gillette, with more than $1.3 million
for toiletries alone, has replaced Col-
gate-Palmolive, which led the product
group with about $1.1 million in Sep-
tember 1956.
GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING SEPTEMBER '57 LEADING ADVERTISERS IN RESPECTIVE
AND JANUARY-SEPTEMBER 19S7 AS COMPARED TO 19S6 GROUPS DURING SEPTEMBER 1957
Sept. '57
Jan. -Sept. '57
Sept. '56
Jan. -Sept. '56
AGRICULTURE & FARMING $
$
$ 44,947
$ 494,292
APPAREL, FOOTWEAR & ACCESS.
294,546
2,533,939
511,661
2,485,714
CHEMSTRAND
$ 112,656
AUTOMOTIVE, EQUIP. & ACCESS.
4,659,964
36,948,874
3,450,101
42,839,237
CHRYSLER
5,642,911
BEER, WINE & LIQUOR
608,347
5,983,349
721,221
5,438,357
SCHLITZ
249,696
BLDG. MATERIALS, EQUIP. & FIXTURES
136,532
3,281,252
290,619
2,466,401
SHERWIN WILLIAMS
70,940
CONFECTIONERY & SOFT DRINKS
380,333
4,510,439
569,299
6,554,273
SWEETS CO. OF AMERICA
122,548
CONSUMER SERVICES
352,673
3,344,573
301,455
1,833,535
AT&T
226,331
DRUGS & REMEDIES
3,523,596
32,667,470
3,288,934
27,756,536
AMERICAN HOME PRODS.
1,378,762
ENTERTAINMENT & AMUSEMENTS
7,572
111,427
35,019
71,982
HOWARD JOHNSON
7,572
FOOD & FOOD PRODUCTS
7,481,524
71,780,676
7,468,811
64,813,822
GENERAL FOODS
1,284,191
FREIGHT, INDUS. & AGRIC. DEVEL.
10,304
GASOLINE, LUBRICANTS &
OTHER FUELS
193,324
1,741,680
250,878
3,038,034
TEXAS CO.
115,545
HORTICULTURE
102,223
211,185
HOUSEHOLD EQUIPMENT & SUPPLIES
1,718,714
14,343,007
2,315,127
25,968,271
WESTTNGHOUSE .
480,000
HOUSEHOLD FURNISHINGS
162,984
2,122,035
250,909
2,301,705
ARMSTRONG CORK
110,814
INDUSTRIAL MATERIALS
1,089,157
9,230,717
1,078,550
7,586,289
U. S. STEEL
204,715
INSURANCE
614,676
4.852,464
467,098
3,319,774
PRUDENTIAL
337,425
JEWELRY, OPTICAL GOODS & CAMERAS
306,811
4,590,870
538,745
4,250,137
EASTMAN KODAK
177,849
OFFICE EQUIPMENT, STATIONERY &
WRITING SUPPLIES
218,172
2,206,901
304,667
3,063,827
MINN. MINING & MFG.
94,638
POLITICAL
428,050
436,485
PUBLISHING & MEDIA
105,270
1,691,636
230,864
1,255,170
TIME INC.
105,270
RADIOS, TV SETS, PHONOGRAPHS,
MUSICAL INSTRUMENTS & ACCESS.
343,190
2,383,495
747,267
9,314,493
ZENITH
138,151
SMOKING MATERIALS
4,064,892
34,514,564
3,517,161
30,188,487
R. J. REYNOLDS
1,220,869
SOAP, CLEANSERS & POLISHES
5,938,750
51,120,193
5,248,891
44,879,730
PROCTER & GAMBLE
3,394,670
SPORTING GOODS & TOYS
65,137
528,735
48,203
441,501
AMER. MACHINE & FDRY.
32,745
TOILETRIES & TOILET GOODS
8,145,830
72,743,898
6,732,340
60,418,834
GILLETTE
1,348,425
TRAVEL & RESORTS
107,570
1,234,791
45,558
429,108
GREYHOUND
107,570
MISCELLANEOUS
290,517
4,497,095
221,034
2,104,645
QUAKER OATS
130,744
TOTALS 40,810,081
369,076,607
39,107,409
353,961,824
Source: Publishers Information Bureau
Broadcasting December 9, 1957 • Page 39
ADVERTISERS & AGENCIES continued
TV: MEDIUM TOO GOOD NOT TO USE
Jack O'Mara, director of merchandising and
promotion for KTTV (TV) Los Angeles, told
an audience at the San Francisco Ad Club
last Wednesday that businessmen — regard-
less of their budget size — are missing a bet
if they aren't using television. The figures
and the illustrations he used in themselves
may not be startling. Yet the way he as-
sembled those facts and figures made his
argument both impressive and persuasive.
This is a condensed text.
Here is a medium of communications and
advertising which is not quite 10 years old
and which today is being watched in 40
million homes in this country — about 80%
of all the homes.
It's being watched in the average home
almost six hours a day — three-eighths of all
the waking moments of the family. The very
components which are above the average
are the components that should be of most
interests:
Households where the head of the house
has gone through high school average 6
hours and 33 minutes a day of viewing. In
homes where the head of the house makes
$10,000 or more a year, average television
viewing is 7 hours and 21 minutes a day.
And in homes of five or more people, view-
ing runs a staggering 8 hours and 19 minutes
per day. The most desirable customers for
any product you make, sell or write copy
for — the people who can understand your
message the best, who have the most money
to buy and who eat up and use up every-
thing quicker — these are the people who
are far above the average in the amount of
time they spend watching television.
My contention is that any activity which
occupies the American people six and seven
hours a day cannot be by-passed by ad-
vertisers interested in selling the American
people. If I were to discover that all the peo-
ple of Los Angeles were spending six and
seven hours a day sawing wood, you can
be darned sure I'd be working to get my
KTTV message printed on every board foot
that ever came out of the lumber yards.
Yet, many advertisers and advertising
agencies exist today who have literally never
tried television, and many more who have
given it only the most cursory trial. I hear
such reasons as "We haven't been able to
figure out how to translate our selling appeal
to tv" and "My sales volume isn't great
enough to warrant a television-sized budget."
Not being able to translate a selling ap-
peal to tv is all the more reason for con-
tinuing to try. It can't be such an impos-
sible job; so many others have been suc-
cessful at it. And for the fellow with the
small budget, I can recall a KTTV adver-
tiser whose entire initial budget, as well as
the total assets of the company at the
time, amounted to $200. That amount was
invested in participating announcements
with a direct mail-or-phone-your-order ap-
peal. The product was a cosmetic called
Pink Ice — and within three years the girl
who had only $200 when she first walked in
our door sold her company for $1 million.
Or take the case of a carpet store in
Huntington Park, a suburb of Los Angeles.
This dealer, a man named Al Terrence, had
only one location, sold only one product,
carpets. He must have had some tall reserva-
tions as to whether his sales volume — or
his single-store location, or his infrequently-
purchased product — justified a television
budget. But somehow he put together enough
money to buy a half-hour nighttime pro-
gram regularly on KTTV. In three years
time, he remained in the one location, he
continued to sell only carpets and he con-
3 More Baltimore Stations
Join Advertising Tax Fight
WITH-AM-TV and WFBR, both Balti-
more, last week joined the growing ranks
of local media which are putting the city's
new advertising taxes to a court test.
WFBR's bill of complaint, signed by Vice
President-General Manager Robert B. Jones,
was filed in the Baltimore Circuit Court
Tuesday. The WITH-AM-TV action, signed
by Vice President R. C. (Jake) Embry was
filed Wednesday.
The latest suits followed the pattern of
the others seeking to stop the 4% tax on
gross advertising receipts and 2% levy on
gross of local advertising media. In addition
to seeking a decree declaring the ordinances
unconstitutional, invalid and null and void,
the suits petitioned for an injunction to stay
the new taxes.
Already filed with the court are suits by
the Sunpapers with its WMAR-TV; the
News-Post and Sunday American (Hearst)
and its WBAL-AM-TV; WJZ-TV and
WCAO, all Baltimore [Broadcasting, Dec.
2, Nov. 25].
man of the BBB's merchandising and ad-
vertising committee, said the main problem
facing media and advertisers is "phoney
pricing." He urged "a little more conscience
by advertisers and sellers."
FISHER'S SIREN SONG
Commercials for Fisher's Blend
flour and Zoom cereal are hitting
listeners in the northwest and north
central states where they live. The
Seattle office of Pacific National Ad-
vertising, agency for the Fisher prod-
ucts, has written original "state song",
jingles for use on 3 1 stations in Alaska,
Washington, Oregon, Minnesota and
the Dakotas, a la:
"How do-ya-do — the best to you!
In Ketchikan to Harbor Dutch
we love Alaska, love it much.
Alakanuk and Aleknagik, Kusko-
kwim and Kotzebue . . ."
etc., to the refrain:
"Fisher's Blend Flour, no matter
Copy Screening Plan Set in D. C.
Radio and tv stations of Washington,
D. C, along with newspapers, have agreed
to submit all doubtful advertising copy to
a review committee of the Washington Bet-
ter Business Bureau. Announcement of the
project, called Consumers Protection Plan,
was made at the Tuesday luncheon meeting
of the Washington Ad Club by Dewey
Zirkin, BBB president. Oscar Dodek, chair-
wnere u s iouna,
Fisher's Blend Flour is the fresh-
est flour in town . . ."
Listeners, evidently pleased by the
individual attention, not only are buy-
ing the products but are writing to get
the words of their "state songs" as.
well. One of them, who is music li-
brarian of the Seattle Public Library,
asked to include the works in the
library's documentary collection.
Hotpoint Integrates Promotion;
DiAngelo Heads New Department
The integration of advertising, sales pro-
motion and other operations under one de-
partment headed by Lee J. DiAngelo as
advertising and merchandising manager was
announced for Hotpoint Co. last week by
John F. McDaniel, general manager of
sales and distribution for radio-tv receivers
and appliances.
Mr. DiAngelo also will be responsible
for merchandising production, product pub-
licity and home economics, consolidating
all merchandising functions for all Hotpoint
product departments. The new department
includes Alfred M. Utt, advertising man-
ager; Joseph F. Adamik, sales promotion
manager; William C. Bartels, merchandising-
production manager; Philip L. Crittenden,
product publicity manager, and Francis M.
Michael, manager of Hotpoint Institute. Mr.
DiAngelo formerly was marketing manager
for Hotpoint's Customline department.
Five Buy Over $185,000
In Time From CBS Radio
CBS Radio contracted for over $850,000
worth of new business and renewals during
Thanksgiving week, according to John
Karol, vice president in charge of network
sales.
New orders placed were: Chevrolet
Motors Div. of General Motors purchased
three five-minute news segments per week
for 17 weeks, effective immediately, through
Campbell-Ewald, Detroit. Grove Labs,
through Cohen & Aleshire, ordered an ad-
ditional 139 "Impact" segments; American
Page 40 • December 9, 1957
Broadcasting
tinued to sponsor the half-hour nighttime
program. The only things that changed in
the picture, really, were that his sales
volume increased 15 times and he personal-
ly and literally became a millionaire.
People like the Al Terrences, the Pink Ice
girl and of course the Procter & Gambles,
the Kelloggs, the Gillettes and so on have
understood and met the challenge of tele-
vision. Its challenge today, for those who
have stayed out of it, becomes a more in-
tense and vital challenge by the minute. I
believe that the challenge to get into tele-
vision, to learn to buy it and to create for
it, is rapidly assuming the proportions of a
life-and-death decision for agencies and ad-
vertisers for this reason:
The television generation is coming of
age. The 2,600,000 babies born in 1940 are
entering the marriage arena between now
and 1960 — and every year after that it will
be another three or three and a half mil-
lion kids going through the same process
of marrying, establishing homes, having
children, buying clothes, refrigerators, car-
pets from our friend Al Terrence, all the
goods and services that keep factories open
and earnings reports pleasant.
Even the first wave of these kids — those
born in 1 940 — have known television as an
intimate and constant companion ever since
they were 10 or 11 years old. Ask any of
them and you'll find they don't even com-
prehend or understand a world without
television. The habit of watching television,
the acceptance of tv as the prime family
activity outside of eating and sleeping, is
already ingrained in these coming adults
who mean so much to the success or failure
of advertisers and agencies.
Whether you're big or small, whether
you are an agency or an advertiser, this
upcoming day when they'll have to sell the
hot rod and buy a crib won't let you put
off much longer the decision to get into
television.
Isn't it time that advertisers who have
ignored tv take a look at the earnings re-
ports of those who didn't? General Foods,
for example, put 31% of its major media
budget into tv in 1952. It has steadily raised
this figure to 64% in 1956. And its net
earnings have followed a joyously parallel
line — $20.4 million in 1952, $39.0 million
in 1956. Standard Brands, on the other
hand, put just 13% of its budget into tv in
1952 and made very modest additions, final-
ly plunging with 39% in 1956. Too little
and pretty late. Its net earnings rise was
correspondingly modest — from $9.4 million
in 1952 to $12 million in 1956. Schenley
Industries, which perforce is not a television
advertiser, has dropped in net earnings near-
ly 50% since 1952— from $12.1 million to
$8.4 million. Sterling Drug, which raised
its tv budget to 71% of its total major-media
budget, raised its net earnings from $10.4
million to $16.9 million between 1952 and
1956.
There are scores of earnings reports that
bear a distinct and amazing correlation to
television expenditures — evidence that
would make a lot of stockholder meetings
much more interesting than they are.
And isn't it time to realize that your own
employes and their families are spending
nearly as much time each day watching tv
as they are working for you? Isn't it time to
recognize that your dealers and their fam-
ilies are similarly engaged — and that dealers
are stating that one out of every two custom-
ers coming into a store for a specific prod-
uct are mentioning tv as the reason they
come in?
Tv is a communication facility and an
advertising medium of indescribable force
and power. Its challenge is simple: pick up
this selling machine and use it. Create ad-
vertising copy that utilizes its advantages;
put that copy on at -th& right time and the
right place. This is a process that requires
no superhuman intuition; many very ordi-
nary people have become very rich doing it.
If you do it, you'll have met television's
challenge. You'll also have insured, not only
the survival, but the rosy future of your
company in the wonderful marketing era
just ahead, the most significant age in Amer-
ican economic history, the age that belongs
to the television generation.
Home Foods Div. of American Home Prod-
ucts, through Young & Rubicam, bought a
special holiday campaign of 29 "Impact"
segments to run for two weeks beginning
Dec. 21. In addition, American Home Foods
renewed its quarter-hour sponsorship of
Arthur Godfrey Time for 13 weeks begin-
ning Jan. 9.
Other renewals were by Milner Products,
through Gordon Best Inc., for "Impact" seg-
ments for 13 weeks starting Jan. 4, and
R. J. Reynolds Tobacco for sponsorship of
Sports Time (Tues., Thurs., and Sat., 7-7:05
p.m. EST) for 52 weeks beginning Dec. 31.
Agency for Reynolds is Wm. Esty Co.
Renfro Defines Media's Role
In Address at U. of Missouri
Media's function is "not to decide what
an advertiser should say or how he should
say it to stimulate interest and sales of a
product, but rather where or when to say
it," Harry K. Renfro, director of radio-tv
media, D'Arcy Adv. Co., told U. of Missouri
journalism-advertising students last Mon-
day.
Mr. Renfro traced the development of
broadcast media planning and the nature
of media strategy. Cost-per-thousand often
serves as a gauge of the distance the agency
will get out of the client's advertising dollar
rather than as a criterion in evaluating the
effectiveness of a radio or tv station, he
asserted.
The agency currently is conducting a
DArcy college students' lecture series, in
which Mr. Renfro's appearance was the
tenth.
Retail Advertising Conference
Planned for Chicago Jan. 18-19
Effective store promotions and manage-
ment views of advertising and sales pro-
motion will be among the topics explored
at the sixth annual Retail Advertising Con-
ference in Chicago Jan. 18-19. Radio, tv,
print, advertising agency, department store
and manufacturer-distributor representatives
are expected to attend the weekend sessions
at the Palmer House under the auspices of
two retail specialists, Budd Gore and Ralph
Heineman.
Delegates are charged attendance fees on
a staggered basis related to city popula-
tion, with charges somewhat less for fm
stations and neighborhood newspapers than
am-tv outlets, larger newspapers and agen-
cies. Registration cards may be obtained
by writing Retail Advertising Conference,
32 W. Randolph St., Chicago 1, 111.
AGENCY APPOINTMENTS
Bishop-Conklin (division of Devoe & Ray-
nolds Co., Louisville, Ky., and manufac-
turer of Treasure Tones paints) appoints
Dreyfus Co., L. A.
Melitio Co. (Golden-Dipt ready mix)T St.
Louis, appoints Frank Block Assoc. there.
Sioux Honey Assn., Sioux City, Iowa, ap-
points Allen & Reynolds, Omaha, Neb.
Monroe Boston Strause (Holly-Ann, Te-pe
and Lo-Lo Calorie pies), appoints Hoefer,
Dieterich & Brown Inc., S. F., to introduce
new line.
Hansen Baking Co. (Sunbeam products),
Seattle, appoints Frederick E. Baker &
Assoc. there for northwest Washington.
Capehart Corp., N. Y., appoints Fuller &
Smith & Ross.
Chemical Corp. of America, Tallahassee,
Fla., appoints Lennen & Newell, N. Y., to
service its Freewax product. Day, Harris,
Hargrett & Weinstein, Atlanta, will continue
to work on CCA's new product line.
Hampden-Harvard Breweries Inc., Willi-
mansett, Mass., appoints Daniel F. Sullivan
Inc., Boston.
Caruso Foods Inc., (spaghettis, macaronis,
dehydrated soups) N. Y., appoints Keyes,
Madden & Jones.
Cracker Jack Co. (popcorn, marshmallow
products), Chicago, appoints Leo Burnett.
Ceribelli & Co., Fair Lawn, N. J., for
Brioschi, anti-acid preparation, appoints
Ellington & Co., N. Y.
McGregor-Doniger Inc. (sportswear), N. Y.,
appoints McCann-Erickson.
A&A SHORTS
Grubb & Peterson Adv., Champaign, 111., in
cooperation with U. of Illinois ^College of
Journalism & Communications, has selected
its first student for one year training in all
phases of agency operation. During training
period, student receives stipend from Grubb
& Peterson, which plans to afford similar
training to one or more students annually.
John T. Hall & Co., Philadelphia, reports
expansion of office space at 1512 Walnut
St., will nearly double its present quarters.
Broadcasting
December 9, 1957 • Page 41
ADVERTISERS & AGENCIES continued
LATEST RATINGS
PULSE
TOP NETWORK SHOWS
Tv Report for October
Once-A-Week
Rating
Rank
uct.
Sept.
1.
Perry Comq
38.4
' 2.
Gunsmoke
32.8
28.4
3.
Playhouse 90
31.1
26.9
4.
$64,000 Question
30.3
23.7
5.
What's My Line?
29.4
21.3
6.
. Groucho Marx
29.0
21.3
7.
Lineup
28.1
8.
Climax
27.0
26.7
9.
Twenty-One
25.6
23.7
10.
Red Skelton
25.3
11.
Burns & Allen
25.2
20.4
12.
Danny Thomas Show
25.1
13.
I've Got A Secret
25.1
22.2
14.
Playhouse of Stars
24.8
15.
Studio One
24.8
25.1
16.
Person To Person
24.5
- 17.
December Bride
24.1
-18.
Godfrey's Talent Scouts
24.1
20.9
.19. , Mr,;, Adams & Eve
23.8
20. Jhis Is Your Life
23.7
Special Attractions
, Edsel Show
'•■Standard Oil Show
■'iPiiiddchio 1
Multi-Weekly
Rank' ......
1. Mickey M^guse Club
1, Queen, For A Day
3. CBS News— Edwards
4. Guiding Light
5. Art Linkletter
6. Search For Tomorrow
7. Captain Kangaroo
8. Love of Life
■ 9. Arthur Godfrey
10. Big Payoff
47.0
37.7
30.0
Rating
Oct. Sept.
13.8
9.9
9.8
9.3
9.1
9.1
8.3
8.2
7.8
7.8
11.6
9.6
8.9
8.4
8.2
8.3
7.7
7.5
7.6
Copyright The Pulse Inc.
TOP 10 NETWORK PROGRAMS
Tv Report for Nov. 1-7
Rank
% Homes
1.
Gunsmoke
30.4
2.
Lucille Ball-Desi Arnaz
29.5
3.
Perry Como
29.2
4.
Dragnet
28.0
5.
Dinah Shore
27.6
6.
Climax
27.2
7.
Jerry Lewis
27.1
8.
Playhouse 90
26.5
9.
Wednesday Night Fights
25.5
10.
Playhouse of Stars
25.2
Rank No.
Homes (000)
1.
Gunsmoke
10,809
2.
Lucille Ball-Desi Arnaz
10,549
3.
Perry Como
10,137
4.
Dragnet ■
10,023
5.
Climax
9,777
6.
Dinah Shore
9,704
7.
Jerry Lewis
9,163
8.
Playhouse 90
9,077
9.
$64,000 Question
9,009
10.
Playhouse of Stars
8,703
Copyright Videodex Inc.
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's Broadcasting tv ratings roundup.
Information is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Lucille Ball-Desi Arnaz Show (CBS-no
figures available): Ford (JWT), Tues.
9-10 p.m. once-a-month.
Big Payoff (CBS-132): Colgate-Palmolive
(Bryan Houston), Mon.-Fri. 3-3:30 p.m.
Burns & Allen (CBS-114): Carnation Co.
(Erwin, Wasey, Ruthrauff & Ryan), B. F.
Goodrich (BBDO), Mon. 8-8:30 p.m.
Captain Kangaroo ( CBS- various ) : Partici-
pating sponsors, Mon.-Fri. 8-9 a.m.
Climax (CBS-162): Chrysler (M-E), Thurs.
8:30-9:30 p.m.
CBS News (CBS-154): participating spon-
sors. Mon.-Fri. 7:30-7:45 p.m.
Perry Como Show (NBC-163): participating
sponsors, Sat. 8-9 p.m.
December Bride (CBS-178): General Foods
(B&B), Mon. 9:30-10 p.m.
Dragnet (NBC-167): Schick (B&B), Liggett
& Myers (D-F-S) alternating, Thurs.
8:30-9 p.m.
Edsel Show (CBS-no figures available):
Edsel (F.C&B), Sun. Oct. 13 8-9 p.m.
Arthur Godfrey (CBS-121): participating
sponsors, Mon. -Thurs. 10-11:30 a.m.
Godfrey's Scouts (CBS-165) : Lipton (Y&R),
Toni (North), Mon. 8:30-9 p.m.
Guiding Light (CBS-118): Procter & Gam-
ble (Compton), Mon.-Fri. 12:45-1 p.m.
Gunsmoke (CBS-162): Liggett & Myers
(D-F-S), Remington Rand (Y&R), alter-
nating, Sat. 10-10:30 p.m.
I've Got A Secret (CBS-198): R. J.
Reynolds Tobacco (Esty), Wed. 9:30-10
p.m.
Jerry Lewis Show (NBC-165) : Oldsmobile
(Brother), Tues. Nov. 5, 9-10 p.m.
Lineup (CBS-162): Brown & Williamson
Tobacco Corp. (Bates), Procter & Gam-
ble (Y&R) alternating, Fri. 10-10:30 p.m.
Art Linkletter (CBS-114): participating
sponsors, Mon.-Fri. 2:30-3 p.m.
Love of Life (CBS-160) : American Home
Products (Bates), Mon.-Fri. 12:15-12:30
p.m.
Mickey Mouse Club (ABC-94): partici-
pating sponsors, Mon.-Fri. 5-6 p.m.
Mr. Adams & Eve (CBS-138): R. J.
Reynolds Tobacco (Esty). Colgate-Palm-
olive (L&N), Fri. 9-9:30 p.m.
Person to Person (CBS-179): Amoco Gas
(Katz), Hamm Brewing ( Campbell -
Mithun), Time Inc. (Y&R), Fri. 10:30-11
p.m.
Pinocchio (NBC-182) : Rexall (BBDO), Sun.
Oct. 13, 6:30-7:30 p.m.
Playhouse 90 (CBS- 134): participating
sponsors, Thurs. 9:30-10 p.m.
Playhouse of Stars (CBS-144): Schlitz
(JWT), Fri. 9:30-10 p.m.
Queen for a Day (NBC-152): participating
sponsors, Mon.-Fri. 4:30-5 p.m.
Search for Tomorrow (CBS-129) : Procter
& Gamble (Burnett), Mon.-Fri. 12:30-
12:45 p.m.
Dinah Shore Chevy Show (NBC-160):
Chevrolet (C-E), Sun. 9-10 p.m.
$64,000 Question (CBS-180): Revlon
(BBDO), Tues. 10-10:30 p.m.
Red Skelton (CBS-190): Pet Milk (Gard-
ner), S. C. Johnson & Son (F.C&B)
alternating, Tues. 9:30-10 p.m.
Standard Oil 75th Anniversary Program
(NBC-162) : Standard Oil of New Jersey
(M-E), Sun, Oct. 13, 9-10:30 p.m.
Studio One (CBS-99) : Westinghouse Elec-
tric Corp. (M-E), Mon. 10-11 p.m.
This- Is Your Life (NBC-138): Procter &
Gamble (B&B), Wed. 10-10:30 p.m.
Danny Thomas Show (CBS-158) : General
Foods (B&B), Mon. 9-9:30 p.m.
Twenty-One (NBC-444) : Pharmaceuticals
Inc. (Kletter), Mon. 9-9:30 p.m.
Wednesday Night Fights (ABC-132) : Miles
Labs (Wade), Mennen Co. (M-E), Wed.
10 p.m. -conclusion.
V/hat's My Line (CBS-157): Helene Curtis
(M-E), Remington Rand (Y&R), Sun.
10:30-11 p.m.
You Bet Your Life (NBC-177): DeSoto
(BBDO), Toni (North) alternating,
Thurs. 8-8:30 p.m.
Page 42
December 9, 1957
NETWORKS
Circuit Demand Is Key
To NBC-TV DST Plan
NBC-TV eastern-time affiliates were as-
sured last week that AT&T would provide
the facilities they need to capitalize on NBC's
videotape-repeat plan for the daylight-
saving-time months next year [Closed
Circuit, Dec. 2; Stations, Nov. 25]. But
from AT&T came signs that some stations in
some other areas might not be so fortunate.
An NBC affiliates subcommittee, which
had been negotiating with AT&T for addi-
tional circuits to permit them to take ad-
vantage of NBC's taped repeat plan, reported
after meeting Wednesday that telephone
company officials said they would employ
"new microwave techniques" to provide
the necessary service. The stations facing
disruption of uniform repeat service, if
facilities are not available, included a
number of affiliates who remain on Eastern
Standard Time during the DST periods,
including those in Cincinnati, Detroit, Day-
ton, Columbus, and Huntington and Charles-
ton, W. Va.
Lawrence H. (Bud) Rogers II of WSAZ-
TV Huntington, chairman of the committee,
reported after the session that television
viewers throughout the U. S. will be able
to count on getting their programs at the
same time year-round, despite the annual
DST complication. But AT&T officials were
more cautious. On this point they said only
that they couldn't tell yet what the demand
for facilities would be, but that they were
trying to anticipate possible trouble areas
and were "shaping plans to overcome these
problems as early as practicable." They also
noted that plans have been made to add
15,000 miles of channels to AT&T tv facil-
ities and that some of these will be ready
during the 1958 DST period.
They did point out that the use of repeat
feeds of videotaped programs — a device
which all three networks plan to use during
next year's DST months — will require dupli-
cate facilities in some areas. James E. Ding-
man, director of operations, AT&T Long
Lines Dept., stated:
"The proposal [videotaped repeats to
standard-time stations] means . . . that the
networks must transmit two programs at the
same time — one 'live' and one recorded —
and in some sections of the country to the
same general area. This makes it necessary
for the telephone company to furnish du-
plicate facilities along backbone routes in
some parts of the country.
"No one can say now, positively, just what
the situation will be next summer with re-
spect to availability of channels as the net-
works and other customers have until Jan.
27, 1958, to give us their firm requirements.
Once we're sure of the needs of all our cus-
tomers and process and analyze them, we'll
know where we stand."
In addition to plans to add 15,000 miles
to current video facilities, he said, "we
have been making an intensive study of our
facilities to determine: (1) what the capacity
of our facilities would be under the maxi-
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necessities, but there's always plenty left over
for loads of "luxuries", too. For big things like
Volkswagens! Little things like vitamins!
Medium-sized things like vacations!
To sell the Red River Valley's "Rural Rich",
use WD AY-TV — the fabulous Fargo station that
completely dominates the area. Let your PGW
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"Including facts-and- figures, if you want 'em!
WDAY-TV
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Affiliated with NBC • ABC
PETERS, GRIFFIN, WOODWARD, INC., Exclusive National Representatives
Broadcasting
December 9, 1957 • Page 43
Annie is, of course, Mary Martin whose
memorable performance in ' 'Annie Get
Your Gun" with co-star John Raitt drew
60 million viewers to NBC Television.
This was the largest audience for any
program this season.
Television classics like "Annie," "Green
Pastures, ' ' ' 'Pinocchio, ' ' and the "General
Motors 50th Anniversary Show" provide
dramatic evidence that NBC is making
this the finest season in television
history. If further evidence were needed,
it came last week from the Thomas Alva
Edison Foundation w.hose 62 cooperating
national organizations voted, for the first
time, all the coveted annual Edison net-
work awards to programs on the televi-
sion and radio networks of the
NATIONAL BROADCASTING COMPANY
NETWORKS CONTINUED
mum requirements that can be visualized;
(2) what can be done about unexpected
shortages that may develop.
"In other words, we have been trying to
dig out the facility problems in those areas
where we anticipate a request for a doubling
of channels. And we are shaping plans to
overcome these problems as early as prac-
ticable."
He noted that the telephone company has
"a highly efficient and flexible network"
composed of 77,000 miles of channels and
built at a cost of more than $250 million,
and pointed out that this network meets the
daily requirements of the three tv networks
and a number of other customers "when the
nation is on standard time."
In announcing successful completion of
the committee's negotiations with AT&T,
Chairman Rogers noted that one problem
remains — that of finding adequate circuits
to provide full-quality color transmission to
certain Florida stations. But he said the
committee and AT&T were hopeful that
this problem could be solved through allo-
cations.
Members of the committee at last Wednes-
day's meeting, 'held with AT&T Vice Presi-
dent H. I. Romnes, were Chairman Rogers,
John T. Murphy, Crosley stations, and
Edwin K. Wheeler, WWJ-TV Detroit. Ab-
sent were Harold Essex, WSJS-TV Winston-
Salem, N. C, and Niles Trammell, WCKT
(TV) Miami.
Four First-time Advertisers,
Four Renewals Sign With ABN
Four new advertisers plus four renewals
were announced last week by Thomas C.
Harrison, vice president in charge of sales,
American Broadcasting Network. Billings in-
volved exceed $500,000, he said. .
Buitoni Foods Corp. (spaghetti), through
Albert Frank-Guenther Law, signed for a
weekly segment of Don McNeill's Breakfast
Club starting Jan. 3. Kitchen Art Foods
(Py-O-My mixes) through Wright, Campbell
& Suitt has bought three segments weekly of
the McNeill show starting Jan. 15 and
Magla Products (ironing board covers) has
signed for a weekly segment starting Feb. 20
through Edward Lieb Adv. Sterling Drug
Inc. (Fizrin) through Compton Adv. has
signed for ABN's Late News Mon.-Fri.
7:55-8 p.m. plus five segments weekly of
Herb Oscar Anderson Show. The contract
was effective Nov. 25.
Renewals for various segments of Break-
fast Club were placed by Bristol-Myers
(Bufferin) through Young & Rubicam;
Campana Sales Co. (Italian Balm) through
Erwin Wasey, Ruthrauff & Ryan; Food
Specialties Inc. (Appian Way pizza pie)
through Charles F. Hutchinson Inc. and
Sleep-Eze Co. through Mottl & Siteman
Adv. R. J. Reynolds Tobacco Co. (Camels)
renewed co-sponsorship of 18 weekend news
programs and weekday late news through
William Esty Co.
NBC Correspondents to Lecture
Seven NBC foreign correspondents who
will come home to take part in Projection
'58, hour-long program over NBC-TV and
NBC Radio Dec. 29, also will make an
extensive lecture tour while in the U. S.
They are Frank Bourgholtzer (Vienna), Leif
Eid (Paris), Joseph C. Harsch (London),
Welles Hangen (Cairo), Irving R. Levine
(Moscow), Edwin Newman (Rome) and
James Robinson (Tokyo). The network also
has scheduled a series of five 15 -minute
interview programs called NBC News Hot
Seat (NBC-TV, Dec. 30-Jan. 3, 2:15-2:30
p.m.), on which correspondents — one each
day — will be interviewed by other NBC
newsmen.
Don Lee-MBS Affiliation Set
As Officers Sign Pact in L A.
An agreement was signed last Thursday
between Mutual and the Don Lee Regional
Network under which west coast Don Lee
stations will become direct affiliates of MBS,
and Mutual will assume line charges of Don
Lee amounting to approximately $250,000 a
year [Lead Story, Dec. 2]. The agreement
becomes effective Feb. 1.
The contract with Don Lee further stipu-
lates that it will continue to operate as a
regional network but will limit its pro-
gramming to 90 minutes a day. The remain-
der of the 1 6-hour broadcast schedule will be
provided by Mutual, in contrast to the pres-
ent arrangement under which the schedule
is divided between MBS and Don Lee, vary-
ing with individual stations. The Don Lee
Network consists of 51 stations in Arizona,
California, Idaho, Nevada, Oregon, Wash-
ington, Hawaii, Alaska and Vancouver, B. C.
The agreement was signed in Los Angeles
by Armand Hammer, MBS board chairman,
and Willet H. Brown, Don Lee president.
Paul Roberts, MBS president, said that new
direct affiliation contracts for the Don Lee
stations are being prepared and will be sent
to them for signature shortly.
Mr. Roberts also announced that Norman
J. Ostby has joined MBS as general man-
ager of its west coast division. Mr. Ostby
formerly was vice president in charge of
station relations for Don Lee. Previously,
he had been in various sales and station rela-
tions posts for NBC and ABC (now ABN).
His first assignment will be realignment of
Don Lee stations under the Mutual banner.
NBC-TV Shifts Sunday Schedule
With the new nighttime version of NBC-
TV's Truth or Consequences starting in the
Friday 7:30-8 p.m. time slot this week, the
network has announced the following
changes in its programming: Saber of Lon-
don, currently in the time period scheduled
for T or C, moves to Sunday 5:30-6 p.m. ef-
fective Dec. 22; Outlook moves from that
half hour to 6-6:30 p.m., also effective Dec.
22, and beginning Jan. 5 My Friend Flicka
moves from 6:30-7 p.m. to 7-7:30 p.m. Sun-
day, replacing Ted Mack's Original Amateur
Hour, which has been dropped by the net-
work.
Sterling Drug Co., N. Y., will sponsor the
evening Truth or Consequences and con-
tinue to sponsor Saber of London in its new
time period. Agency for Sterling is Dancer-
Fitzgerald-Sample, New York.
Minor Leagues Go to Congress
With Protest of CBS-TV Plan
Tentative plans of CBS-TV to telecast a
major league game each Sunday during the
baseball season have stirred minor league
protests, winding up in Congress as two
Representatives were asked to take action
against the proposal.
The minors were seething last week at the
annual meeting of organized baseball clubs
in Colorado Springs, Colo. By Thursday,
they felt they were getting the silent treat-
ment from the majors and sent a telegram of
protest to Rep. Emanuel Celler, chairman of
the House Judiciary Committee. They talked
by telephone with Rep. Kenneth Keating
(R-N. Y.), who said he was in complete sym-
pathy with their plight and promised to seek
a reopening of the antitrust baseball probe
held last summer.
According to the minors, telecasting of
major league baseball into their territory will
cut attendance on Sunday, one of their most
profitable days. The major leagues have tele-
cast a Saturday Game of the Week in
minor league territory for several years.
Ford Frick, baseball commissioner, was
quoted last week by the Associated Press
as strongly opposed to the Sunday telecasts.
He endorsed a threat by Frank Shaughnessy,
International League president, to take the
matter to the. courts. The league approved
hiring of counsel and the stand was endorsed
by Charles Hurth, president of the Southern
Assn., and Dick Butler, president of the
Texas League. Mr. Butler added, however,
that it would be necessary to specify Satur-
day as well as Sunday telecasts in litigation.
C. Leo De Orsey, a director of the Wash-
intgon Senators, suggested the telecasts
might justify preventive legislation.
NBC-TV Buys Frontier Series
MGM-TV's new Northwest Passage, color
series based on Kenneth Roberts' best-selling
novel of the American frontier, has been
bought by NBC-TV for presentation next
season, the network and MGM-TV an-
nounced last week. To be produced by
Adrian Samish at the MGM studios, it will
star Keith Larsen and feature Buddy Ebsen
and Don Burnett. Whether the series will
be presented in half-hour or hour-long pro-
grams apparently has not been set. Negotia-
tions were conducted by Charles C. (Bud)
Barry, vice president in charge of MGM-TV,
and, for NBC by Robert E. Kintner, execu-
tive vice president in charge of tv network
programs and sales, and Robert Lewine, vice
president in charge of tv network programs.
NETWORK SHORT
Keystone Broadcasting System announces
fourteen stations have signed as affiliates
bringing network's total to 1,015. Stations:
KYOU Greeley, Col.; KLGA Algona,
Iowa; WNGO Mayfield, Ky.; WBSE Hills-
dale, Ky.; WJMB Brookhaven, Miss.; KRES
St. Joseph, Mo.: WKDX Hamlet, N. C;
KRNS Burns, Ore.; WEAG Alcoa, WDNT
Dayton and WCLC Jamestown, all Tenn.;
KACT Andrews, Texas; WESR Tasley, Va.,
and KBBS Buffalo, Wyo.
Page 46 • December 9, 1957
Broadcasting
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Here's the train you can't afford to miss!
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are just a few of the many happy passengers riding to new high ratings with "Casey Jones"!
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New York, Chicago, Los Angeles, Philadelphia, Cleveland, Boston,
Washington, D.C., San Francisco and 52 other leading cities too!
It's time for you to climb aboard . . . make your reservation today!
BALTIMORE - WJZ-TV
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TRADE ASSNS.
NATRFD MEET STRESSES BUSINESS
9 Music-news format hit at farm director confab
• Heated debate erupts over revised dues schedule
The farm broadcaster's challenging role
in radio's so-called "music-and-news era,"
and the need to strengthen business con-
tacts with agencies and clients were can-
vassed at the 14th annual convention of
the National Assn. of Tv & Radio Farm
Directors.
Farm directors are thinking more in
terms of bigger business while striving for
improved farm service programming,
whether it's commercial or sustaining, ac-
cording to sentiments expressed at the
three-day convention (Nov. 29-Dec. 1) in
Chicago's Conrad Hilton Hotel. Reactions
on station business generally — that spot ra-
dio is up, spot tv off — and farm business
specifically were uniform.
Approximately 300-400 NATRFD vot-
ing and associate members convened for the
sessions, plus the International Livestock
Exhibition and 4-H Congress, to hear key
industry speakers and panelists and to elect
new officers.
They heard FCC Comr. Robert E. Lee's
views on the need for more large city pub-
lic service programming, particularly in
the area of fraud warnings and weekend
shows and on commercial farm programs,
and Dr. Forest L. Whan, speech professor
at Kansas State College, whose latest Iowa
Radio Audience Survey re-emphasized ru-
ral reliance on radio and farm musical
preferences (see separate stories). Radio's
strength also was pointed up by Frank
Fogarty, vice president and general man-
ager, WOW-AM-TV Omaha, in still an-
other survey. Other key speakers were
Howard Bell, assistant to the president,
NARTB, and Layne Beaty, chief of radio-
tv information, U. S. Dept. of Agriculture.
A highlight of the convention was
NATRFD's first farm sales presentation,
"Is Your Farm Advertising Balanced for
Best Results?" [Trade Assns., Nov 11].
New officers of NATRFD are Bob Mil-
ler, WLW Cincinnati, president, succeed-
ing Jack Timmons, KWKH Shreveport,
La.; Maynard Speece, WCCO Minneapolis,
vice president (succeeding Wes Seyler,
American Dairy Assn. of Oklahoma); Wally
Erickson, KFRE Fresno, Calif., secretary-
treasurer. Herb Plambeck, WHO Des
Moines, was re-elected historian.
Charles N. Karr, sales promotion direc-
tor of Allis-Chalmers Mfg. Co., won the
NATRFD meritorious service award largely
on the basis of his company's grant which
helped make possible the sales presenta-
tion project. Carl Meyerdirk, KVOO Tulsa,
was recipient of the American Farm Bureau
Federation citation.
A revised dues structure commanded heat-
ed controversy, particularly among associ-
ate members. The new setup calls for
farm directors at 1 kw or under stations to
pay $15, government communications spe-
cialist and extension editors, $7.50, and all
others (voting and associate), $25.
The top convention panel was on "The
Farm Director in a News and Music Era,"
while others were devoted to "Keys to Suc-
cessful Farm Radio and Tv Broadcasting"
and qualifications for good T-RFDs (tv-
radio farm director).
Mr. Bell noted farmers still rely heavily
on radio-tv for information and entertain-
ment and acknowledged some stations "ad-
mittedly are doing a poor job" on news and
music. The majority are striving, however,
to provide a worthwhile audience service,
he felt. Music and news formats will increase
the farm broadcaster's responsibility to im-
prove his techniques, he stated.
Singling out several management prob-
lems, Mr. Bell suggested T-RFDs should
"capitalize" on present programming pat-
terns, not try to reform them. He reviewed
the success of the 1957 Farm Broadcasting
Day and reported some 200 requests for
kits from NARTB looking toward the second
annual event on Feb. 1. NARTB President
Harolds E. Fellows has sent letters to farm
broadcasters notifying them of plans.
The theory that news-and-music may be
on the upgrade but hasn't yet "taken over
radio" was advanced by Mr. Fogarty. He
questioned whether the "top 40" type pro-
gram fare might not be construed as being
in the "pre-subliminal perception" category,
but declined to elaborate on his remarks.
A WOW-AM-TV survey, he reported,
brought these findings: For weather, 68%
of farmers depend on tv and 51% on radio
(including multiple choices); for general
news, 46% on radio, 38% on tv, 21% on
newspapers; for most help in their daily
operations, radio (43%), tv (27%), national
farm publications (17%), newspapers
(13%). The station's studies covered both
50- and 80-mile radius contours.
Farm housewives listen more to radio
THIS will be broadcasters' bay window on Washington, when the Broadcasters Club of
Washington opens Feb. 1 at 1737 DeSales St. DuPont Decor, Washington, is doing the
interior — including dining, bar and office facilities — in bronze, olive and copper tones.
BROADCASTERS READYING WASHINGTON CLUB
The Broadcasters Club of Washington
is set to open in its DeSales St. head-
quarters Feb. 1, according to an . an-
nouncement last week by Leonard H.
Marks, chairman of the organizing com-
mittee.
Mr. Marks said that charter lists for
resident memberships will close Dec. 15,
those for non-residents, when 200 have
joined. Membership is limited to industry
executives selected from station, net-
work, association, manufacturing, pub-
lication and professional fields.
At present there are 100 paid charter
resident members and 110 non-residents.
Dues are $100 yearly plus $50 initiation
fee for residents, $50 annual dues and
$50 initiation fee for non-resident mem-
bers.
Club quarters are at 1737 DeSales St.
in Washington, opposite the Mayflower
Hotel. Occupying 3,000 square feet, the
club will have large lounging and dining
areas, private rooms for meetings, a
manager's office and a serving pantry.
Decorating is being done by Ken Allen
and James Beiser of DuPont Decor,
Washington, under the direction of the
club's executive committee.
The club dining room will offer food
prepared by the Colony Restaurant
located downstairs from club head-
quarters. Featured will be special club
menus and prices, with a bar also
supplied by the Colony.
Page 50
December 9, 1957
Broadcasting
I
34| per cent
of U. S. stations
on United Press
WTVT "shoots" the atom for
A special distinguished service award... for an
"outstanding contribution in the fight to
conquer cancer "...has been conferred on WTVT
by The American Cancer Society
for the station's 30-minute
documentary film, "Search."
A powerful story of the never-ending
search for a cancer cure, "Search" is
one of the most ambitious public
service programs ever produced in
Florida. WTVT cameramen,
for example, filmed "hot"
radioactive isotopes at Oak Ridge
while producing the picture.
This is another example of how
WTVT's meaningful community
service builds loyalty
and acceptance for you !
TAMPA-ST. PETERSBURG ranks 34th in retail sales amongmetropolitan markets*, is a must on every modern
market list! WTVT dominates the Twin Cities of the South, delivers bonus coverage of 239 prospering communities!
* Sales Management Survey of Buying Power, May 1957
award-winning cancer film!
0 5 10 ' 15 20 25
WTVT
STATION
A
STATION
I
23 OF TOP 25 SHOWS
ON WTVT*
...according to new Pulse! And the top
4 multi-weekly shows are on WTVT, 6
to 7 p.m.! ARB proved it in February...
Pulse proves it now: WTVT is your top
buy in the Twin Cities of the South!
*Pulse, June, 1957
+
News - from scene to screen in 30 minutes,
with WTVT's modern transistor sound-on-
film equipment plus 37 cameramen-corres-
pondents throughout Florida. Super-swift
coverage makes WTVT news highest-
rated in the market!
TAMPA - ST. PETERSBURG
NOW 10th IN RETAIL SALES
PER CAPITA (U.S. Department of Commerce)
CBS Channel 13
1957
1956
ranking
ranking
Amount
Total Retail
Sales
34
36
$786,145,000
Food Store
Sales
39
44
161,983,000
Automotive
Sales
29
34
147,698,000
General
Merchandise
Sales
33
37
114,546.000
(Sales Management Survey af Buying Power, May 1957)
WTVT
The WKY Television System, Inc.
WKY-TV and WKY Oklahoma City
WSFA-TV Montgomery
REPRESENTED BY THE KATZ AGENCY
TRADE ASSNS. continued
than tv, and 66% indicated they wouldn't
want tv programs if they were offered be-
fore 7 a.m. Total of 85% of farmers use ra-
dio mainly for information, while only
15% tune in for entertainment. From 6-8
a.m., the breakdown was 71% for farm
news and markets and 26% for entertain-
ment. (Other statistics: 5-7 a.m. 54% tune
radio; 7-9 a.m. 27%; noontime 47%; 5-7
p.m. 21%.)
"Beyond any doubt, in Omaha anyway,
the farmer relies more on radio than on
tv," Mr. Fogarty asserted, though he cited
the paradox of tv's advantage over radio on
weather.
Dr. Whan felt music-and-news formats
pose a "serious challenge" to farm broad-
casters, and that they can "make or break a
station, unless you're in a large metropolitan
area." He described this format as a "cheap
method of programming" and abstracted
some rural music preferences from his up-
coming 1957 Iowa Radio Audience Survey.
Mr. Beaty called for a re-evaluation of
listener types and their needs and suggested
T-RFDs "get on the boss' team and develop
stature," since they enjoy more personal
contact with the public than other station
people. He also urged shorter features on
radio and curtailment of "long, rambling
interviews."
In the outgoing president's report, Mr.
Timmons urged improved farm program
quality, additional farm shows, further re-
search in farm broadcasting, more "courtesy
calls" on farm advertisers and prospects and
improved NATRFD-management relations.
T-RFD voted to hold their spring con-
vention in Denver, dates to be selected, and
voted down a motion to move the annual
fall convention from Chicago to another
city because of the livestock and 4-H Con-
gress events. They adopted resolutions that
NATRFD cooperate with various govern-
ment and private organizations and tabled
for further study a bid to appoint an execu-
tive secretary.
NARTB Radio Board to Weigh
Suggestions for Code Symbols
A set of audio and visual symbols to be
used by radio stations subscribing to the
NARTB Standards of Good Practice will
be submitted to the association's Radio
Board at its Jan. 22-24 meeting to be held
in Phoenix, Ariz.
The symbols will identify subscribers to
the standards and will be used on letter-
heads and promotion material as well as
on the air. They will serve the same func-
tion as the NARTB tv code seal.
A final report on the radio symbols was
adopted Wednesday by a special NARTB
committee that has been working on the
project. Committee members are Worth
Kramer, WJR Detroit, chairman; Carleton
Brown, WTVL Waterville, Me.; Cliff Gill,
KBIG Avalon, Calif., and Frank Gaither,
WSB Atlanta. NARTB staff members who
took part in the Wednesday meeting were
John F. Meagher, radio vice president;
Douglas A. Anello, chief attorney; Don
Martin, public relations assistant to the presi-
dent, and Thomas B. Coulter, assistant to
Mr. Meagher.
Page 54 • December 9, 1957
RADIO NEWS TOPS
WITH IOWA FARMERS
• NATRFD gets 1957 figures
• Tv farm coverage now 89.5%
Iowa farm families still depend heavily
on radio for their news — 98.1% of them
have one or more home receivers and 67.5%
one or more auto sets, with 95% of the
state's agricultural homes "usually" tuning
radio news — according to latest research
by Kansas State College, Manhattan.
Findings of a new Iowa Radio Audience
Survey completed by Dr. Forest L. Whan,
speech professor at Kansas State College,
were revealed when Dr. Whan appeared
on a music-and-news panel during closing
sessions of the National Assn. of Tv &
Radio Farm Directors convention (see page
50).
The Whan study, 20th of its kind on
listening patterns, delved heavily into farm
music preferences and also updated tv set
ownership figures. Tv sets among Iowa farm
families have increased from 1.1% in 1950
to 87.5% in 1957, though households still
rely on radio for news (95%). The study
covers 2,096 adult men and women, plus
187 boys and girls living in farm homes
and attending 40 high schools.
Among the conclusions drawn by Dr.
Whan in studying types of music (based on
1,112 questioned in farm, village and urban
radio homes) :
• There seems "little general tendency"
to tune out a program not featuring the "best
liked" types of music. Most adults appear
willing to leave on the programs. Nearly all
teen-aged high school students, however,
named at least one type of music they dis-
like enough to switch the dial. A majority
of students will switch away from classical
and concert music. A greater percentage of
adults will turnoff rock-and-roll and classical
than consider these types among the "best
liked." Farm boys and girls dislike current
popular music the least — or prefer it
enough to stay tuned. They dislike from
three to four types of music enough to try
another station.
• Age is "tremendously important" in
determining whether listeners will tune a
given program, put up with it if the set
happens to be tuned to the station, or tune
out the program because the music is dis-
liked.
• Waltzes and "sweet" music rank highest
for program type preferences for all adult
men and women. Rock-and-roll (and rhy-
thm-and-blues) ranked foremost as the "dis-
liked" type of music, prompting tuneout
by adult men and women wherever they
maintained residence.
• Among the least disliked music cate-
gories, with waltzes and "sweet" music, are
"old familiar songs," current popular fare,
show tunes and musical comedy, military
band music, hymns and spirituals, barber-
shop quartettes and Hawaiian music. Other
music categories covered in the survey are
country and western, concert swing, jazz and
Latin American.
A section of the Whan survey covering
daytime use of tv by Iowa housewives shows
that from 52-65% of the time, housewives
are too busy to see picture at all, according
to diary reports from 1,425 Iowa bomes.
Advance data also is given on tv set use on
weekdays, Saturdays and Sundays during the
day, and in morning and afternoon sub-
divisions, contrasting figures for urban,
village and farm homes. Program choice and
effect of children on program choice also
are covered in the housewives' day tv
section.
WDSU-TV's Read Chairman
Of TvB's Membership Committee
A. Louis Read, vice president of WDSU-
TV New Orleans, has been named national
chairman of Television Bureau of Adver-
tising's membership committee, TvB Pres-
ident Norman E. Cash announced Friday.
In this post he succeeds Lawrence H.
(Bud) Rogers II, WSAZ-TV Huntington,
W. Va., who was named chairman of the
TvB Board at the bureau's annual member-
ship meeting in Chicago last month [At
Deadline, Nov. 25]. Working with Mr.
Read will be TvB Station Relations Director
William B. Colvin and the following regional
heads: Lloyd Griffin, Peters, Griffin, Wood-
ward, northeast; Gaines Kelley, WFMY-TV
Greensboro, N. C, southeast; Bernard
Barth, WNDU-TV South Bend, Ind., mid-
west; Harold P. See, KRON-TV San Fran-
cisco, northwest, and Winston Linam,
KSLA-TV Shreveport, La., southwest.
TvB membership currently totals 238 —
219 stations, 16 station representation firms
and three networks.
Theatre Exhibitors Charge Tv
With 'Misleading the Public'
Telecasters may be "misleading the pub-
lic" in their advertising claims for motion
pictures, Abram F. Myers, general counsel
and board chairman of Allied States Assn.
of Motion Picture Exhibitors, has charged
in a newsletter to members. Plans of the-
atremen to investigate station ad claims and
take action against those considered false
are outlined in the communication.
"Broadcasters are using every artifice to
convince the public that they are supplying
current motion pictures; that they are, in
fact, 'home theatres'. ... In Baltimore a
station regularly advertises itself as the 'mo-
tion picture theatre of the air'," according
to Mr. Myers. Cited as a "flagrant example"
of questionable station advertising is a bill-
board of WKRC-TV Cincinnati, promoting
"exclusive '52 to '57 movies" on "Home
Theatre Channel 12."
Committees of Allied States Assn. and
Theatre Owners of America are charged
with investigating tv movie advertising.
Local exhibitors also should look into the
matter and report findings to Better Bus-
iness Bureaus, Mr. Myers stated. "If the
practice [false advertising] is widespread.
Broadcasting
11 Sift''
HIGH
COTTON
That's Southern for saying we're up there with
the big boys . . . the first class stuff . . . the netivorks, no less !
November, 1957 ARB gives us 7 of the TOP 10 shows . . .
one of them our own local live Neivs and Weather.
Naturally, we're proud of this.
It shows Ark-La-Tex approval of our local
personalities and programs. Furthermore, it proves
that there is plenty of know-how behind them.
Most important, it's your assurance as an advertiser
that your commercials are in the hands of a
TV station that can produce the desired results . . .
that when you are on KSLA-TV, you too, are in HIGH COTTON !
KSLA-TV
channel 1 2
in Shreveport, Louisiana
PAUL H. RAYMER CO., IKQ±
National Representatives
Ben Beckham, Jr., General Manager
Winston B. Linam, Station Manager
Deane R. Flett, Sales Manager
Broadcasting
December 9, 1957 • Page 55
He must know
a good spot"
Like the timebuyers at Batten, Barton, Durstine & Osborn.
Major buyers of spot television, they are sure-footed pros at
getting the most for their clients' advertising dollars.
They base their choice of media on a wealth of information
compiled by their own research department. And they make
good use of the market and availabilities data supplied by
CBS Television Spot Sales.
Their choice? In Philadelphia, BBDO has placed 11 top-rung
accounts on WCAU-TV during the past year... including such
big-timers as Lever Brothers, American Tobacco, Wildroot,
Cream of Wheat, Liberty Mutual, DuPont and California Oil.
Clearly, BBDO knows a good spot to be in. Why not let their
experience be your guide? Join the 393 different national spot
advertisers currently using the 13 stations represented by...
CBS TELEVISION SP®T SALES
wcbs-tv New York, WHCT Hartford, wcau-tv Philadelphia, wtop-tv Washington,
wbtv Charlotte, wbtw Florence, wmbr-tv Jacksonville, wxix Milwaukee,
wbbm-tv Chicago, kgul-tv Galveston, ksl-tv Salt Lake City, koin-tv Portland,
knxt Los Angeles, and the cbs television pacific network
[RADE ASSNS. continued
representations can and will be made to the
FCC." he wrote.
Theatre Owners of America's public op-
position to subscription television [Program
Services, Nov. 25] is commended in the
Allied States letter. Mr. Myers also seconds
the TOA position on motion picture "clear-
ance" for exhibitors over tv. "Allied now
is receiving complaints from many areas
that the four-year time lag [before release
to tv] which the exhibitors thought had
been established is no longer being ob-
served," he stated. He also noted that the Al-
lied stand is seconded by TOA's position on
clearance. Both groups feel that exhibitors
need to have not only definite clearance
over tv but need to advertise that films
cannot be seen on tv for "x" number of
years. Allied States, at its October con-
vention, set up a committee to work on
clearance in the fight against "the jungle
competition of free television." Allied States
is a national organization of independent
exhibitors with 21 regional associations.
Plans for 1960 Winter Olympics
Include Extensive Tv Coverage
Television will be called upon to play a
big role in staging the 1960 Winter Olympic
Games from Squaw Valley, Calif., accord-
ing to Prentis Cobb Hale Jr., president of
the organizing committee for the games.
Speaking last Monday at the U. S. Olym-
pic Assn. quadrennial dinner in Washington,
Mr. Hale said that with live international tv
as "a real possibility, the 1960 games should
enjoy the greatest television coverage of any
sports event in history.
"Live television broadcasting from this
country to Europe is no longer a dream, and
we are told that live and delayed videotape
telecasts from Squaw Valley to the continent
of Europe — about 6,000 miles away —
will be possible," he declared.
As for game coverage itself, Mr. Hale
said that plans are being studied for the
erection of towers along the competitive
courses so that the tv cameras can provide
a complete sequence of each racer's effort.
In addition, by breaking a photocell circuit,
racing times would automatically flash on
the tv screen.
Another innovation under study is the use
of closed-circuit tv installations to allow
spectators and the press to witness concur-
rent events from one point on the Olympic
grounds.
ADS Chapter Elects Webster
Maurie Webster, commercial ^manager,
KNX Los Angeles and CPRN, has been
elected president of the Los Angeles alumni
chapter of Alpha Delta Sigma, honorary
advertising fraternity for 1958. Other new
officers of the chapter are: Tom O'Connor,
Consolidated Electrodynamics, executive
vice president; Robert P. Vogel, Reuben H.
Donnelly Corp., alumni vice president; Pete
Schultz, Duncan A. Scott & Co., campus
vice president; Wally Hutchinson, KBIG
Avalon, Calif., secretary; Bob Kavet,
Lawry's Food Products, treasurer.
Election Machinery Starts
To Fill NARTB Board Posts
Election processes to fill 12 approaching
vacancies on the NARTB Radio Board were
started last week by Everett E. Revercomb,
secretary-treasurer. Certifications of eligi-
bility to run for board office were mailed to
member stations, returnable Jan. 10. Nomi-
nation and election balloting are scheduled
later in the winter.
Eight district directorships, in even-num-
bered districts, will be open in 1958 along
with one director-at-large for each of the
large, medium, small and fm station cate-
gories.
Directors whose terms expire are these
district directors: Simon Goldman, WJTN
Jamestown, N. Y.; James H. Moore, WSLS
Roanoke, Va.; F. C. Sowell, WLAC Nash-
ville, Tenn.; Edward F. Baughn. WPAG
Ann Arbor. Mich.; Ben B. Sanders, KICD
Spencer. Iowa: Robert Pratt, KGGF Cof-
feyville, Kan.; George C. Hatch, KALL Salt
Lake City; Robert O. Reynolds, KMPC
Hollywood.
At-large directors whose terms expire are
John M. Outler, WSB Atlanta, large sta-
tions; Todd Storz, Storz stations, medium:
J. R. Livesay, WLBH Mattoon, 111., small:
Merrill Lindsay, WSOY-FM Decatur, 111..
fm. All these directors are eligible to run
for re-election except Mr. Moore.
Film Manual to be Published
By NARTB Committee in 1958
NARTB will publish a 1957-58 Film
Manual next year, providing assistance for
tv stations in purchasing motion picture
program material. Plans for the manual
were approved Thursday at a Washington
meeting of the association's film committee,
headed by Harold P. See, KRON-TV San
Francisco.
The manual will include a series of ele-
ments to be considered by management and
staff personnel, and material covering pro-
visions of the NARTB Tv Code pertaining
to motion pictures and the responsibility of
licensees. At the Thursday meeting, tentative
plans were set up for the film portion of
the 1958 NARTB convention, to be held
April 27-May 1 in Los Angeles.
Attending the committee session, besides
Chmn. See, were Kenneth I. Tredwell Jr..
WBTV (TV) Charlotte, N. C; Joseph L.
Floyd, KELO-TV Sioux Falls, S. D.; Fred-
erick S. Houwink, WMAL-TV Washington;
Glenn C. Jackson, WAGA-TV Atlanta; Lee
Ruwitch, WTVJ (TV) Miami, Fla., and
Lynn Trammell, WBAP-TV Fort Worth.
Representing NARTB were President Har-
old E. Fellows; Thad H. Brown Jr., tv vice
president, and his assistant, Dan W. Shields.
Brazy Death Prompts FMDA Poll
Members of Fm Development Assn. last
week were sent questionnaires asking
whether a steering committee meeting
should be held in January to plan the future
course of FMDA following the death of its
president, Robert Brazy (see story, page
112), or whether such action should be de-
ferred until the NARTB convention in April
in Los Angeles. Letters were sent by J. D.
Kiefer, KMLA (FM) Los Angeles, after con-
sultation with Harold Tanner, WLDM
(FM) Detroit, FMDA treasurer.
New York Forum to Explore
Ratio of Research to Success
The Academy of Television Arts & Sci-
ences' New York chapter and ABC-TV
v/ill present a forum on the relationship
between program testing research and crea-
tive showmanship tomorrow (Tuesday) at
8 p.m. at the ABC studios in New York.
Moderator for the symposium, entitled
"Picking Next Year's Winners," will be
James T. Aubrey Jr., vice president in
charge of programming, ABC-TV.
Participating in the discussion will be:
George Abrams, vice president and director
of advertising, Revlon Inc.; Hendrick
Booraem, vice president in charge of tele-
vision and radio, Ogilvy, Benson & Mather;
Dr. Ernest Dichter. president of the Institute
for Motivational Research, and Dr. Arthur
Wilkins. director of creative research, Ben-
ton & Bowles.
WGN-AM-TV's Hanlon Named
President of Chicago Unlimited
James G. Hanlon, public relations mana-
ger of WGN-AM-TV Chicago, has been
elected president of Chicago Unlimited Inc.,
organization devoted to promotion of more
radio-tv network originations and local
talent in that city. He succeeds James E.
Jewell. Jewell Radio & Television Produc-
tions.
Other officers elected at a general mem-
bership meeting Nov. 29 were Henry Ushi-
jima, film production consultant, Colburn
Film Services, vice president; Shirley
Hamilton, talent director, Patricia Stevens
Inc., secretary, and Jack Russell, president
of the talent agency bearing his name,
treasurer. CU will co-sponsor a Christmas
luncheon Dec. 10 with the Chicago Broad-
cast Adv. Club, headed by Ward L.
Quaal, vice president and general manager
of WGN-AM-TV that city.
TvB Expects Large N. Y. Turnout
For Updated 'Vision' Showing
From 1.500 to 2,000 advertiser, agency
and broadcasting executives are expected to
attend Television Bureau of Advertising^
showing of its "Vision of Television: 1958"
presentation at New York's Waldorf-Astoria
Hotel tomorrow (Tuesday), TvB reported
last week. Officials said the presentation had
been updated considerably since its No-
vember showing in Chicago [Trade Assns.,
Nov. 25].
"Our presentation . . . will reveal for
the first time the Bureau's findings concern-
ing commercial treatment and effectiveness
and results on a per-dollar-spent basis
of actual television campaigns," President
Norman E. Cash reported.
Preceded by a light breakfast at 9 a.m.,
the showing will get under way at 9:30.
It will be conducted by Mr. Cash and Sta-
tion Relations Director William B. Colvin.
Page 58 • December 9, 1957
Broadcasting
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o
Hunter C. Phelan, Pres.
Carl J. Burkland, Ex. Vice Pres. & Gen. Mgr.
Broadcasting
December 9, 1957
Page 59
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you always hit the target
when your AIMS right!
AIMS (Association of Inde-
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offers a made to order list of
stations ready to deliver maxi-
mum audience in 21 different
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AIMS the most active group
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Baton Rouge, La.
WIBR
The Walker Co.
Buffalo, N. Y.
WBNY
Jack Masla and Co., Inc.
West Coast — Lee F. O'Connell Co.
Dallas, Tex.
KIXL
H-R Representatives, Inc.
Southwest — Clarke Brown Co.
Des Moines, Iowa
KSO
John E. Pearson Co.
Evanston, III.
WNMP
Evansville, Ind.
WIKY
John E. Pearson Co.
Houston 1, Tex.
KNUZ
For joe & Co., Inc.
Southern — Clarke & Brown Co.
Indianapolis 22, Ind.
WXLW
John E. Pearson Co.
Jackson, Miss.
WJXN
Grant Webb & Co.
Little Rock, Ark.
KVLC
Richard O'Connell Inc.
Midwest — Radio-TV Representatives, Inc.
Southern & Denver — Clarke Brown Co.
West Coast — Tracy Moore & Associates, Inc.
Louisville 2, Ky.
WKYW
Burn-Smith Co., Inc.
Regional — Kentucky Radio Sales
Omaha, Neb.
KOWH
Adam Young, Inc.
San Antonio, Tex.
KITE
Avery-Knodel, Inc.
Seattle, Wash.
KOL
The Boiling Co., Inc.
Spokane, Wash.
KLYK
Grant Webb & Co.
Stockton, Calif.
KSTN
George P. Hollingbery Co.
Syracuse, N. Y.
WOLF
The Walker Co.
Tulsa, Okla.
KFMJ
Jack Masla & Co., Inc.
West Springfield, Mass.
WTXL
The Walker Co.
Wichita, Kan.
KWBB
George P. Hollingbery Co.
Southern — Clarke Brown Co.
Worcester, Mass.
WNEB
The Boiling Co., Inc.
Page 60 • December 9, 1957
- ~
RADIO-TV PRODDING
FOR SCIENCE URGED
• Doerfer cites manpower need
• Annual Edison awards made
FCC Chairman John C. Doerfer issued
a call to broadcasters to help America over-
come its shortage of scientists.
In a speech before the Thomas Alva
Edison Foundation's third annual national
mass media awards dinner for tv, radio and
film in New York Dec. 2, Mr. Doerfer told
more than 500 distinguished guests that the
broadcasting industry can arouse the imagi-
nation and attention of the child, parent and
teacher in America's quest for scientific
manpower.
"I can think of no more effective mass
media than the instantaneous transmission
of sight, sound and color by electronic
radiation, that is, by broadcasting," Mr.
Doerfer stated. .
Broadcast stations and networks have
been firing the imagination of youngsters
and helping them set their "resolves", but,
Mr. Doerfer said, they "must do more."
Mr. Doerfer suggested these program
goals : ( 1 ) Some of our youngsters must be
disabused of their phobias about science;
(2) Some programming should be directed
toward youngsters who have had to drop
out of high school before being graduated
but who are excellent prospects for highly
skilled technicians; (3) a spotlight should
be turned on our deficiency in foreign
language interpreters, and stations should
experiment with aids to help students learn
foreign languages.
Broadcasters are specialists in attracting
attention and selling incentives to buy and
accept goods and services, Mr. Doerfer said.
This talent must now be used to meet the
challenge of our scientific quest. These are
the goals, he said:
"1. To fully alert the American public
of our neglect in training scientists and
engineers . . .
"2. To keep up a drumfire of prods
directed towards school boards, common
councils and legislative bodies of the neces-
sity of providing adequate educational facili-
ties, reasonable salaries and more competent
teachers.
"3. To provide a thorough discussion both
upon a local and a national basis of the
necessity of revamping school curricula so
as to require the taking of more basic
courses in mathematics, physics, chemistry
and foreign languages as necessary instru-
ments of survival if nothing else.
"4. To present incentives to our young-
sters to develop intellectual curiosities not
only in the basic science courses, but in
art, literature, history and social courses —
as well as the spiritual and moral values
in the lives of men . . .
"5. To cooperate with colleges, univer-
sities and technical schools as well as with
their local legislatures and the public in a
sustained determination and a cooperative
effort to regain lost ground."
With NBC the heavy winner, broadcast-
ing awards went to:
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Denver
Indianapolis
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AWARDS CONTINUED
was cited as the program "most illuminating
the current scene" while Father Knows Best
(NBC) was named as the show "best por-
traying the American heritage." The Bell
Telephone Science Series, "Our Mister Sun,"
"Herrro the Magnificent" (both CBS) and
"The Strange Case of the Cosmic Rays"
(NBC), was named as the best science tele-
vision program for youth. In radio, NBC's
Biographies in Sound was chosen as the pro-
gram "best portraying America," while
NBC-owned WMAQ Chicago's Carnival of
Books was picked as the best children's radio
program.
KING-TV Seattle was named "the tele-
vision station that best served youth" in
1957 and KVOO Tulsa was named "the
radio station that best served youth." Each
won for a high school senior in its com-
munity an Edison scholarship of $1,000.
No awards were made to the best chil-
dren's program in tv or the best science
radio program for youth "because of the
scarcity of quality radio and television net-
work programs in these fields," the founda-
tion explained.
Four Co-Winners to be Selected
In Voice of Democracy Contest
Four national co-winners in the 11th
annual Voice of Democracy contest will be
selected by a committee of 12 outstanding
Americans. Sponsoring the contest are
NARTB, Electronics Industries Assn. (for-
merly RETMA) and U. S. Junior Chamber
of Commerce.
The four winners will receive Washing-
ton trips and $500 scholarships. Awards
will be given Feb. 8-10 during the Wash-
ington ceremonies. '
National judges are Henry Cabot Lodge
Jr., U. S. ambassador to the UN; Adm.
Arleigh Burke, chief of naval operations;
Sen. Charles E. Potter (R-Mich.); E.
Roland Harriman, chairman, American
National Red Cross; Dr. W. R. G. Baker,
president, EIA; Charles E. Shearer, presi-
dent, U. S. Junior Chamber of Commerce;
Dr. R. Hurst Anderson, president, Ameri-
can U.; Ernest Swigert, chairman of the
board, National Assn. of Manufacturers;
Rabbi David H. Panitz, Temple Adas Israel,
Washington; Mrs. William T. Mason, hon-
orary president, National Council of Negro
Women; Mrs. John G. Lee, president,
League of Women Voters of the U. S., and
Deborah Allen, Radcliffe College, who was
one of the 1956-57 contest winners.
WLW AWARD-WINNING radio ads for
trade paper advertising are viewed by (I to r)
Lawrence Zink, artist for Ralph H. Jones
Co.; Robert E. Dunville, president of Crosley
Broadcasting Corp., and Jack Frazier, direc-
tor of the Crosley client service department.
Crosley's WLW Wins Top Award
In Trade Paper Ad Competition
Crosley Broadcasting Corp. emerged with
the top medal award and a merit citation
for trade paper advertisments in the silver
anniversary competition of the Art Directors
Club of Chicago. The awards were won by
Crosley's WLW Cincinnati, with Ralph H.
Jones Co. as agency. Art director for Cros-
ley on the three honors was Lawrence Zink.
WBNS-TV Columbus, Ohio, also received
a merit award in the same category and
under the broad heading of "complete unit
design." Art director of WBNS-TV is R. J.
Meyer and the award was produced by
Maurice Mulloy Inc., Columbus.
Special tv awards were presented to Ed-
ward H. Weiss and Co. (Lee King, Jerry
Joss) for Purex Corp's Sweetheart soap for
film commercials, live technique; Ray Patin
Productions (Richard Van Benthem), for
Authority Labs, film commercials, full ani-
mation; Foote, Cone & Belding (Barney
Palmer), for Perkins Products Co.'s Kool-
Shake, combination live and animation com-
mercials.
Cinderemmy Finalists Chosen
Five finalists emerged last week in the
"Miss Cinderemmy" contest to select the
most beautiful and charming girl working
behind the camera in tv, who will be queen
of the New Year's Eve ball of the Television
Academy of Arts & Sciences and her court.
They are Carol Chaka, secretary at
Warner Bros1.; Rochelle Greenblat, recep-
tionist at McCadden production; Mary Hor-
Page 62 • December 9, 1957
witz, administrative assistant at CBS-TV;
Terry Alice Sinele, secretary, KTLA (TV)
Los Angeles; Betty Teasley, secretary, CBS-
TV. Identity of the queen will not be re-
vealed until New Year's Eve.
30 Broadcasters Cited
In Farm Safety Awards
NBC and the Rural Radio Network, along
with 6 tv and 22 radio stations, are recipients
of the National Safety Council's 1956-57
non-competitive public interest awards for
farm safety. The council also has announced
details of its 1957 competitions for general
service to safety and for highway safety.
The farm awards were announced at the
banquet of the National Assn. of Tv &
Radio Farm Directors Dec. 1 and will be
presented individually to the winning net-
works and stations in succeeding weeks.
They were conferred for "outstanding" ac-
tivities during National Farm Safety Week
last July and for "exceptional service" to
farm safety during a preceding 12-month
period.
Television station recipients are WKJG-
TV Fort Wayne, Ind.; KOMU-TV Colum-
bia and KFEQ-TV St. Joseph, both Mis-
souri; WSJS-TV Winston-Salem, N. C;
WKY-TV Oklahoma City, Okla., and WICU
(TV) Erie, Pa.
Radio outlets cited: WMIX Mount
Vernon, 111.; WKJG Fort Wayne and WIBC
Indianapolis, both Indiana; WHO Des
Moines, Iowa; WBAL Baltimore, Md.;
WHDH Boston; WHFB Benton Harbor and
WKAR East Lansing, both Michigan; KLIK
Jefferson City, KMMO Marshall, KFEQ
St. Joseph and KWTO Springfield, all Mis-
souri; WHEC Rochester and WGY Sche-
nectady, both New York; WSJS Winston-
Salem, N. C; WLW Cincinnati and WRFD
Worthington, both Ohio; KOAC Corvallis,
Ore.; WNAX Yankton, S. D.; WNOX
Knoxville, Tenn.; KIMA Yakima, Wash.,
and CHAB Moose Jaw, Saskatchewan,
Canada.
Serving as judges were Milton Bliss, agri-
cultural representative, WMAQ Chicago;
Creston Foster, information director, Amer-
ican Farm Bureau Federation; Maynard
Coe, NSC farm division director, and C. L.
Mast, secretary-treasurer, American Agri-
cultural Editors' Assn.
Entries for 1957 awards (general excep-
tional service to safety) now are being ac-
cepted by the National Safety Council for
the 10th consecutive year. The council also
will administer once again the competitive
Alfred P. Sloan radio-tv awards for high-
way safety, with eligibility extending only
to recipients of its public interest citations
in radio-tv-advertiser categories.
Deadline for public interest award en-
tries has been set for Feb. 1, 1958. Other
categories include advertisers, daily and
weekly newspapers and syndicates, con-
sumer and trade magazines and outdoor
advertising companies. Entries will be ac-
cepted from interested parties themselves
or "any logically associated group or indi-
vidual." Blanks are available from the Na-
tional Safety Council at 425 N. Michigan
Ave., Chicago. Media representatives will
Broadcasting
Test Pattern
TELEVISION k^LW
Now On The Air
Programming Begins January t9 1958
zSmc W \ if mam
Complete Broadcast-Day operations with full
studio facilities beginning December 15. CBS-TV
programming on the air January 1.
More than 25 new CBS-TV programs will be seen
by the 187,000 television homes in the Peoriarea.
For top network adjacencies and the BEST in
news, sports, and feature program availabilities . . .
Gon tact
Robert M. Rile i/
DIRECTOR OF SALES
or
Peters, Qriffin, Woodward, £ xclusive T%t'l Representatives
Broadcasting
December 9, 1957 • Page 63
GOVERNMENT
1 KW NOT ENOUGH FOR ALL LOCALS
• FCC proposal far short of needs, Class 4 comments say
• Community Assn. asks increase at night as well as day
AWARDS CONTINUED
comprise two boards of judges, one serving
for radio-tv-advertisers.
The council will administer the highway
safety awards for radio and television at
the request of the Alfred P. Sloan Founda-
tion, with a special jury judging the entries.
Milk Producers Cite Timmons
Jack Timmons, farm director of KWKH
Shreveport, La., took first prize in the Spot-
light on Dairying Contest staged by the
National Milk Producers Assn. among ra-
dio farm directors. Presenting a plaque and
$ 1 00 award to the winner at the association's
Washington headquarters, E. M. Norton,
president, praised Mr. Timmons' skill in
presenting farm economic information.
Second prize, $50 and a plaque, went to
Norman Kraeft of WGN Chicago.
AWARD SHORTS
WKY-AM-TV Oklahoma City, received
award from American Meteorological So-
ciety for outstanding handling of severe
weather coverage.
WNBC (TV) New Britain, Conn., received
citation from Greater Hartford, Conn., and
National Assns. for Mental Health, for
"rendering outstanding service . . . [to]
Mental Health Funds of 1956 and 57."
League of Advertising Agencies announces
its second annual "Outstanding Advertising
Awards." Categories include: best radio
presentation (spot or program); best tele-
vision presentation (spot or program); best
sales promotion campaign; best salesmen's
portfolio; best package design, and trade
publication campaign.
Art Linkletter, host of CBS-TV's House
Party, received plaque from California
Teachers Assn. for, "Outstanding service as
radio-tv chairman for Education Week Nov.
10-16." Mr. Linkletter, also received George
Spelvin Award from Masquer's Club, Holly-
wood, Nov. 15, for his humanitarian work
with children.
E. L. (Hank) Shurmur, newsreel camera-
man, WWJ-TV Detroit, received first place
award in photographic section of annual
Newspaper-Radio-Tv Awards from Detroit
Police Officers Assn. for making outstand-
ing contributions to public information via
news media.
Dorman D. Israel, executive vice president,
Emerson Radio & Phonograph Corp., Jersey
City, N. J., received award from administra-
tive committee of I. R. E. Professional
Group on Broadcast and Tv Receivers Nov.
12 for, "inspiration, leadership and devoted
effort to PGBTR."
WFMY-TV Greensboro, N. C, received
Dept. of Defense Reserve award Nov. 4
for encouraging its employes to "participate
in reserve activities . . . and making avail-
able its tv facilities for the dissemination of
information regarding reserve activities."
Madelyn Pugh Martin, writer, / Love Lucy
tv series, given Woman of Achievement
award by Theta Sigma Phi, national jour-
nalistic sorority.
Local radio stations plumped for more
power last week — and many Class 4 out-
lets told the FCC in no uncertain terms that
its proposed rule-making to permit them
to boost their daytime power to 1 kw (from
the present 250 w ceiling) was too modest,
and falls far short of their true needs.
The FCC docket (No. 12064), already
stuffed with Congressional correspondence
urging fast action, was expanded to a total
of more than 150 separate comments, not
counting inquiries. The deadline for com-
ments was last Monday with the tally about
four-to-one in favor of power hikes.
Last June the FCC issued a notice of
proposed rule-making to permit Class 4
stations to boost maximum power from 250
w to 1 kw, daytime only. It also provided
that directional antennas be used where
necessary. The Commission made it clear
that applications for such power increases
would be considered (only) on a case-by-
case basis.
The Community Broadcasters Assn., rep-
resenting almost 500 class 4's out of more
than 900 on the air, declared that the Com-
mission plan doesn't go far enough and fails
to come to grips with the "economic
plight" of low power stations. The associa-
tion— among other dissatisfactions — is spe-
cifically disturbed over the FCC's failure to
provide for a nighttime power increase.
Such a move, it said, would definitely pro-
duce a better signal-to-noise ratio.
Another Community Broadcaster con-
cern is FCC thinking on the need for ap-
proval on a case-by-case basis. To the con-
trary, the association feels that power hikes
should be for all — across-the-board and
horizontal. It said a selective method would
benefit only the few stations who would be
able to take advantage of it, whereas per-
mission for all would mean improved serv-
ice for more viewers with some adjacent
channel interference to a mere handful.
Community Broadcasters added that the
directional antenna requirement would be a
very real problem for class 4's because of
the expense involved. Besides, it said, their
use would too often require new transmitter
sites outside of town thus reducing the
strength of many nighttime signals.
American Broadcasting Network, affili-
ated with 137 Class 4 stations, was also
skeptical, noting that it is "uncertain
whether rules presently proposed . . . will
produce significant improvement in class 4
station coverage."
The Clear Channel Broadcasting Service
supported the FCC proposals with main-
tenance of current interference standards
on a case-by-case basis. It opposed, however,
any possible infringements on the present
normally protected contours of other am
stations. It stated that if all the Class 4's
went up in power "by the same factor,"
there would be better service without an in-
crease of interference.
Opposition to the FCC plan was meager.
For the large part, this attitude stemmed
from the implied threat of additional com-
petition from Class 4's moving into regional
markets, or, from Class 4's themselves,
happy with their present lot, but unwilling
to go to the expense of further equipment.
Here are some representative hostile com-
ments:
WMYR Fort Myers, Fla. (1410 kc, 5 kw
day, 500 w night) said the move will be "at
the expense" of those on regional or clear
channels. WIBB Macon, Ga. (1280 kc, 1
kw day) said there will be "interference
from in-town stations". KGKO Dallas
(1480 kc, 5 kw day, 500 w night) noted
the move will be to "the detriment of Class
2 and 3 service". WKVA Lewiston, Pa.
(920 kc, 1 kw day) cited an adjacent fre-
quency problem and added that "the cry
of economic hardship (from Class 4's) . . .
seems hollow indeed". KFFA Helena, Ark.
(1360 kc, 1 kw) stated it would suffer eco-
nomic injury from a hike.
But one regional outlet, WCRB Boston
( 1330 kc, 5 kw day, 1 kw night) took a
different tack, and told the Commission to
go ahead with its proposal while asking for
higher powers for its own operation.
One local station — KELY Ely, Nev.,
touched on the sentiments of other com-
munity stations, on whose behalf the rule-
making proposal is designed, when it re-
ferred to nighttime interference. This prob-
lem could arise, as noted, for those locals
obliged to move to an out of town trans-
mitter site and in so doing reduce the
strength of their own signals back to the
community involved.
Other locals said the proposal is "grossly
unfair" to those who, for reasons beyond
their control, can't take advantage of the
hikes, presumably for financial, terrain and
other reasons. Still others noted that those
Class 4's near the Mexican border would not
be able to apply for the increase.
For example, KCRT Trinidad, Colo.,
stated that it could not afford the cost of
changing equipment. WCRS Greenwood,
S. C, also was concerned with new direc-
tional gear. And WVOS Liberty, N. Y., yet
another local, said it "might be directional-
ized away from a desirable area which (it
and other Class 4's) now cover." KGEK
Sterling, Colo., said such rule-making would
defeat the very purpose for which Class 4's
were established, that is, to provide true
community service for local coverage only.
Other opposition came from: KLBM La
Grande, Ore., KITI Chehalis, Wash., KBCS
Grand Prairie, Tex., KGVL Greenville,
Tex., WJAT Swainsboro, Ga., WFUR
Grand Rapids, Mich., WAIN Columbia,
Ky., WORX Madison, Ind. and others.
Here are the stations who supported the
proposal, with or without modifications:
WCLO Janesville, Wis.; WEND Baton
Rouge, La.; KBEN Carrizo Springs, Tex.;
WHAN Charleston, S. C; KNOC Natchito-
ches, La.; WOSH Oshkosh, Wis.; WMIN
Page 64 • December 9, 1957
Broadcasting
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expected "quality" revolution is here. For they record the full, linear grey scale on magnetic tape — and play-
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Pushbutton operation too! Handle like standard tape recorders. Tape travels only 15 inches per second, packing
64 minutes of picture and synchronized sound into a 12 V2" reel. Has all the advantages and economies of tape
recording, too... tapes can be played back immediately, or re-used again and again.
You can now buy the "Videotape"* Recorder, and all other Ampex professional equipment, on a factory-direct
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• COMPLETE PRODUCT INFORMATION AND INSTALLATION SERVICE
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NEW YORK, CHICAGO, LOS ANGELES, DALLAS, WASHINGTON DC, DETROIT, SAN FRANCISCO
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GOVERNMENT continued
St. Paul, Minn., KUNO Corpus Christi,
Tex., WCOS Columbia, S. C, KSOX Ray-
mondville, Tex., WSBC Chicago, KISD
Sioux Falls, S. Dak., WKEU Griffin, Ga.,
WFPA Fort Payne, WAUD Auburn, both
Alabama, KVEN Ventura, Calif., WTON
Staunton, Va., KAYS Hays, Kan., KVNI
Coeur dAlene, Idaho, WEPM Martinsburg,
W. Va. and WINN Louisville, Ky.
Others: WMFJ Daytona Beach, Fla.,
WQXT Palm Beach, WPKE Pikeville, Ky.,
KOSF Nacogdoches, Tex., WSFB Quitman,
Ga., WMBO Auburn, New York, WBEJ
Elizabethton, Tenn., KSAN San Francisco,
WSTC Stamford, Conn., WJBC Blooming-
ton, 111., Midwestern Broadcasting Co. (four
stations), WKOK Sunbury, Pa. WATS
Sayre, Pa., WGGS Gainesville, Fla., WOND
Pleasantville, N. J., WDSR Lake City, Fla.,
WTKO Ithaca, New York, KFLY Corvallis,
Ore., WASK Lafayette, Ind., WKNY Kings-
ton, New York, WKXL Concord, N. H.,
WIET Erie, Pa. and WCBI Columbus, Miss.
Others: KWBE Beatrice, Neb., WHLF
South Boston, Va., WSIV Pekin, 111., WLHR
Athens, Tenn., WKLV Blackstone, Va.,
WCMC Wildwood, N. I. WSPB Sarasota,
Fla., WGAP Maryville, Tenn. WHUN
Huntingdon, Pa., KPRS Kansas City, Mo.,
WGNC Gastonia, N. C, WD AD Indiana,
Pa., WMAJ State College, Pa., WJOB Ham-
mond, Ind., KORE Eugene, Ore., WFAS
White Plains, N. Y. KPAL Palm Springs,
Calif., KVFD Fort Dodge, Iowa, WHTC
Holland, Mich., WILB Detroit, WIBM
lackson, Miss., WDBQ Dubuque, Iowa,
WINA Charlottsville, Va., WIET Hagers-
town, Md., WJLB Detroit, WIBM Jackson,
Mich., WGIL Galesburg, 111., WBRE
Wilkes-Barre, Pa., WNBH New Bedford,
Mass. and WAML Laurel, Miss.
Others: WOPI Bristol, Tenn.-Va., WLAG
La Grange, Ga., KLIZ Brainerd, Minn.,
WJOL Joliet, 111., KSUE Susanville, Calif.,
KFOR Lincoln, Neb., WJMC Rice Lake,
Wise, WJIM Lansing, Mich., WINC Jack-
sonville, N. C, WERI Westerly, R. I.,
KTTS Springfield, Mo., WHGB Harrisburg,
Pa., KCOW Alliance, Neb., WKOK Sud-
bury, Pa., KWHW Altus, Okla., WSTC
Stamford, Conn., WSRS Cleveland, WSTV
Steubenville, Ohio, WKIP Poughkeepsie,
New York, WHFC Cicero, 111. WHLB Vir-
ginia, and WMFG Hibbing, both Minnesota,
WGWC Selma, Ark., WIMB Brookhaven,
Miss., WBAC Cleveland, Tenn., WNOR
Norfolk, Va. and others.
N.Y. STATE SEEKS
WATV (TV)'S CH. 13
• Would meet NTA's price
• Petition filed with FCC
The State of New York last week put
in a bid for ch. 13 WATV (TV) Newark,
N. J., which transmits from the Gotham's
Empire State Bldg.
The move came almost two months after
it was announced that WATV and its sis-
ter stations, WAAT-AM-FM, had been sold
for $3.5 million to National Telefilm Assoc.
[At Deadline, Oct. 7]. This application is
pending FCC approval. Ch. 13 is the only
vhf assigned to New Jersey.
In a petition for rule-making filed with
the FCC last Thursday, the Board of Re-
gents of the University of the State of New
York (the state's educational governing
body) asked that ch. 13 be made a reserved
educational channel in New York.
It said it would immediately apply for the
facility and indicated that it would accept
a grant requiring operation by Sept. 30,
1958.
WATV would be reimbursed, the New
York petition declared. At a news confer-
ence in New York, Jacob L. Holtzman,
chairman of the New York Regents Board,
indicated that the NTA price for the ch. 13
station would be met. He insisted that the
board was prepared to pay the station own-
ers "a fair price" for the tv station, and that
WAAT-AM-FM would be acquired by the
board if necessary, although its interest
is solely in tv.
New York State holds construction per-
mits for seven educational tv stations
throughout the state, all uhf. The grants
were made in 1952, but none built.
In New York City, the state holds a cp
for ch. 25.
The board declared in its petition that
an educational station is needed in New
York, but that it must be vhf, since New
York is an all-vhf metropolis.
It added that in the light of the pending
sale of WATV, "an opportunity is now pre-
sented, perhaps the only opportunity that
will ever be presented, for converting a
vhf channel in the New York City area
to educational use without injury, financial-
ly or otherwise, to an existing licensee.
In referring to paying for the station, the
petition said the board would be willing to
accept a condition "that the present opera-
tors of television station WATV shall not
be the losers by reason of the withdrawal
of the channel from commercial use."
At the news conference, Mr. Holtzman
said the New York State legislature would
be asked for funds to finance the purchase.
He expressed the view that the legislature
would approve this request. In case of re-
jection, the money would come "from other
sources," he declared. He declined to elabo-
rate, but acknowledged that there have been
informal talks with representatives of vari-
ous foundations.
Mr. Holtzman also acknowledged that
the board has tried and will continue to
try to work out some arrangement with New
Jersey officials (ch. 13 is officially assigned
to Newark, N. J.) for a possible bi-state
agency to operate the educational outlet.
A spokesman for NTA declined to com-
ment specifically on the New York Regents'
move, but claimed that the company has
"an ambitious educational project" sched-
uled for WATV. He said plans envision the
creation of a "true television university"
in cooperation with leading universities and
educational groups in the New York area.
N. J. Uhf Grantee Takes Fight
For Ch. 3 to Court of Appeals
WOCN (TV) Atlantic City, N. J., a ch.
52 grantee, has asked the U. S. Court of
Appeals in Washington to force the FCC
to move ch. 3 from Philadelphia to Atlan-
tic City. In an appeal from the Commis-
sion's Sept. 30 denial of its Feb. 27 petition
to make this move, the uhf permit holder
last week asked for a review of the Com-
mission's action.
WOCN claimed that the FCC discrimi-
nates against New Jersey in that the state
has only one vhf assignment — and it is
held by ch. 13 WATV (TV) Newark, N. J.
(in the New York area). New York has
14 vhf and 57 uhf allocations and Penn-
sylvania 1 1 vhf and 48 uhf assignments.
New Jersey, ranking eighth in population,
virtually has no vhf assignments, WOCN
said, and is blanketed with vhf signals
from New York and Pennsylvania. This con-
flicts with Sec. 307(b) of the Communica-
tions Act which requires that frequencies
be apportioned equitably among the states
and communities, WOCN claimed.
NBC-owned WRCV-TV Philadelphia is
licensed on ch. 3 there.
SP Showing to FCC Delayed
Subliminal Projection Co. which was ex-
pected to demonstrate subliminal perception
to the FCC before the Christmas holidays
[Closed Circuit, Dec. 2], last week verbal-
ly informed the Commission that it would
be unable to display its method "at this
time." Reason for the delay, SP Co. told the
Commission, are technical and staff prob-
lems and organizational reasons.
The Commission now hopes to hold such
a demonstration, which also will be viewed
by members of Congress and the press,
sometime after Jan. 1. Closed-circuit facil-
ities for the showing have been offered by
WTOP-TV Washington.
Broadcasting
Page 66 • December 9, 1957
James Middlebrooks, KING Broadcasting Company's Director of Engineering, CO readys KING's new videotape equipment for the on-air premiere.
KING-TV has it first ... again!
Now, the big benefits of Ampex Videotape Record-
ing are at your service at KING-TV!
The Pacific Northwest's first station was the
nation's first to receive the new recorder. And
KING's sister station, KGW-TV in Portland, was
the second.
They're both in operation today, making fast
and fluff-less "live" commercials for you.
This was not KING's first "first." It all happened,
in fact, just as KING began its tenth year of
being first in audience, first in facilities and first
in programming.
It's another reason why the northwest — and the
nation's time-buyers - count on KING. The man
from Blair has all the facts for you.
FIRST IN SEATTLE
ABC — Channel 5
100,000 Watts
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ASK YOUR BLAIR TV MAN
Associated with Radio KING, Seattle; KGW-TV, KGW Radio, Portland, Oregon
GOVERNMENT continued
The gait
for '58
Along about this time every year, business predictions
for the next 12 months crackle on the air waves.
We hear of slumps — of a new boom — and we are told
of a "sideways" course which we guess means not
much change. Take your choice.
Our choice is that competent broadcasters are going
into the New Year with favorable earnings prospects.
There will be more competition for the advertiser's
dollar, so some stations will have to run faster to stand
still.
We don't subscribe to the talk that all TV and radio
property values are going to tumble. Asking prices
will be under closer scrutiny, but a solid station with
a good record will always be worth its hire.
Most of us had a good year in 1957, and 1958 will be
just what 172,000,000 Americans, acting calmly and
confidently, want to make it.
We intend to do our part by resolving honest broad-
cast worth for all concerned when buyers and sellers
meet.
ALLEN KANDER AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
NEW YORK
CHICAGO
DENVER
1625 Eye Street N.W. NAtional 8-1990
60 East 42nd Street MUrray Hill 7-4242
35 East Wacker Drive RAndolph 6-6760
1700 Broadway AComa 2-3623
Page 68 • December 9, 1957
MOBILE RADIO USERS
MULL SPACE SQUEEZE
• Tv, fm channels mentioned
• IRE session held in D. C.
Vehicular communications stalwarts held
a two-day conference in Washington last
week — and very delicately and only in one
meeting was any indication given they covet
some of television's and fm's frequencies.
References to broadcasting frequencies
were elliptical and the meeting, sponsored by
the Professional Group on Vehicular Com-
munications of the Institute of Radio En-
gineers, was a panel discussion on mobile
radio and spectrum space.
Daniel E. Noble, Motorola Inc. vice presi-
dent, made two comments that mentioned
broadcasting frequency space. If a tv chan-
nel is not being used somewhere, he said,
maybe it could be used by some other serv-
ice. At another point he said that television
was not using all the spectrum space it was
allocated. Mobile users are crying for more
space; therefore, he said, "It is reasonable
to believe that where channels are not being
used they will be allocated to those who
need them."
Mason S. Collett, Atlantic Refining Co.
and chairman of the Petroleum Institute's
communications committee, said it was hard
for him to Understand why the mobile bands
are so crowded while tv's uhf bands are so
little used. He made it plain that the petro-
leum industry is not asking the FCC to
take away space from television, but that
he was sure when the FCC weighed the
needs of the mobile users and found they
needed more space, the Commission also
would realize there is unused tv space avail-
able. Mr. Collett also suggested that mobile
services should not be required to expand
above 890 mc while tv's uhf band (470-890
mc) is not fully used.
One lone voice admonished the mobile
experts that they were not efficiently using
their present space, and probably did not
require additional frequencies. This was C.
M. Jansky Jr., Washington consulting en-
gineer. Mr. Jansky urged greater efficiency
in the use of present frequencies, particularly
in the maritime services. He also stressed
the need for continued, intensive use of fm
in the maritime's vhf bands, and called for
multichannel equipment to utilize space to
the utmost.
Another reference to broadcast space was
Mr. Collett's allusion to the 72-76 mc
mobile band as "almost useless" because of
the restrictions placed on users to protect
chs. 4 and 5 from interference. Chs. 4 and
5 are on either side of this mobile band.
Mr. Noble foresaw the future of mobile
services in the use of single sideband sys-
tems. He also strongly urged a new ap-
proach to allocations — geographic assign-
ments using computers to maintain the
"discipline of assignments." He acknowl-
edged that this principle could be extended
to include all assignments, broadcast as well
as non-broadcast.
This has been broached before. It is pred-
icated on the assumption that if a tv chan-
nel or other "block" assignment is not being
Broadcasting
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Broadcasting
December 9, 1957 • Page 69
GOVERNMENT continued
used in some locality, the frequency could
be used by another service.
Mr. Noble also called for a general study
of all allocations, both government and non-
government. The present allocations formula
— where FCC decides civilian assignments
and the Interdepartmental Radio Advisory
Council the government channels — is "ob-
solete," Mr. Noble declared. Congress should
order and direct such a study, he said, and
the result should be a 20-year program.
Electronic Industries Assn. has such a
project under way. EIA's board of directors
voted to sponsor such a massive spectrum
re-evaluation last month.
In an oblique reference to what was in
many minds at the meeting, Francis Ryan,
AT&T, showed a chart indicating that
broadcasting has 60% of the spectrum
space in the area between 25 mc and 890
mc, with government 25%; amateurs 4%;
mobile and safety 3%; citizens radio 1%,
and common carrier 1%.
Edward W. Allen Jr., FCC chief en-
gineer, stated the Commission has no plans
to reassign any frequencies in its current
25-890 mc study, and that after studying
the voluminous comments [Government,
Dec. 2] the Commission decides to make
any changes, notices of proposed rule-mak-
ing would have to be issued, comments and
rebuttals received, oral argument held and
other safeguards followed.
The panel was moderated by former FCC
Comr. Edward M. Webster.
The two-day meeting attracted 300 reg-
istrants, who heard more than a dozen
papers on mobile equipment and systems.
They also heard Curtis B. Plummer, chief
of the FCC's Safety and Special Radio
Services Bureau, on how the FCC operates
in the vehicular field, and Warren E. Baker,
FCC general counsel, on FCC procedures.
It was agreed that mobile communications
use would increase three to five times its
present level (1 million authorizations,
200,000 applications yearly) in the next
few years. Mobile Services use 30 mc,
40 mc, 150 mc and 450 mc bands. John
J. Renner of Jansky & Bailey Inc., Wash-
ington communications engineers, was con-
ference chairman.
FCC Proposes Texas Ch. 1 1 Move
The move of ch. 1 1 from Galveston to
Houston was proposed by the FCC last
week, with comments requested by Jan. 3,
1958. The Commission rulemaking was in
response to a request by ch. 1 1 KGUL-TV
[Government, Oct. 28], asking permission
to put its main studio in Houston and main-
tain secondary facilities in Galveston.
The cities are 21.5 miles apart, city
limit-to-city limit, KGUL-TV said. Two
years ago, the station received FCC per-
mission to move its transmitter closer to
Houston after vigorous objections on the
part of Houston's KPRC-TV and KTRK
(TV). KGUL-TV is 90% owned by J. H.
Whitney & Co.
Longer Moves to Enlist Support
Of Both Houses in Pay Tv Fight
In the latest move in his fight against
pay tv, Sen. William Langer (R-N.D.) has
sent a copy of the measure he plans to in-
troduce next month to other senators and
representatives asking them to support and
cosponsor the bill banning pay tv.
Sen. Langer's office said last week that
the bill is designed to ban closed-circuit or
wired pay tv such as the Bartlesville, Okla.,
operation and others in the planning stage.
In seeking the support of other lawmakers,
Sen. Langer cited the results of his own pay
tv poll in Bartlesville [Program Services,
Nov. 11], as well as several other polls
[Editorial, Dec. 2, et seq.], all showing
that a large majority of the public is against
paying to watch a tv program. The bill
would add a new section to the Communica-
tions Act of 1934, as follows:
"Sec. 508 (a) It shall be unlawful for
any person to impose or attempt to impose,
either directly or indirectly, any toll, fee,
subscription, or other charge on the general
public for the privilege of viewing television
programs in private homes until such
person has been so authorized by the Com-
mission subsequent to the date of the enact-
ment of this section.
"(b) The Commission shall not authorize
or permit the imposing of any such toll,
fee, subscription or other charges referred
to in subsection (a) of this section until
it is authorized to do so by a law enacted
after the date of enactment of this
section. . . ."
Schildhause Returns to FCC
Sol Schildhause, former chief of the FCC
Broadcast Bureau's renewal branch, has
returned to the Commission as a hearing at-
torney. He left the Commission in Novem-
ber 1956 to become manager of KOMA
Oklahoma City, in which he had purchased
14.24% ownership. Last spring, Mr. Schild-
hause sold his stock to Meyer Feld-
man, one of five partners in the station
[Stations, May 27].
Panel Approves Moline Tower
The Air Space Panel of the Air Coordi-
nating Committee last week recommended
FCC approval for a 1,043 ft. above-
pround tower to be built by Tele-View News
Co., one of four applicants for ch. 8 Mo-
line, 111. Tele-View News is owned by local
businessmen, who have an interest in the
publication of Tv Guide. The other appli-
cants for the ch. 8 grant are Community
Telecasting Corp., owned by Mel Foster
(25% owner of KSTT Davenport, Iowa)
and associates; Midland Broadcasting Co.,
owned by H. Leslie Atlass Jr. (40%) and
others, and Illiway Television Inc., owned
by Stanley H. Guyer (20%) and others.
GE Held to Transmitter Limit
The FCC has turned down a GE petition
to permit fixed operational non-broadcast
stations in the 72-76 mc band less than 10
miles from tv station transmitters on chs. 4
and/or 5. Present rules require 72-76 mc.
Page 70 • December 9, 1957
Broadcasting
How well do you know the Boston market ?
Knowing your product, it's said,
is one of the basic rules of selling.
Just as important — especially when
advertising your product — is know-
ing the people you're trying to sell.
The above pictures should test your
knowledge of Boston's people, places
and things.
A. Sweetheart Gate, Charlemont, Mass.,
where many early American residents
"plighted their troth."
B. Exhibit B in a court trial. This is only
one piece of evidence that's been proving
the popularity of WEEI's Mystery Thea-
ter. The new program block features two
mystery shows a night, Monday through
Friday, 10:00 to 11:00 pm.
C. Wood carving in front of an antique
store. Old Marblehead, Mass.
D. Two models doing someone a favor —
but asking one in return. It's part of a
drive being conducted in Boston by
WEEI along with the Hart Model Agency
on behalf of the United Fund Campaign.
The girls save parking violators a fine,
leave a letter of explanation and suggest
a donation to the fund.
E. Greek trumpet in ivory and bronze,
5th Century B.C., Museum of Fine Arts,
Boston.
Every city has its own special char-
acter. Some think of Boston as
conservative; others, as quiet but
progressive. But most important,
everyone knows that it's different.
WEEI Radio has been around Bos-
ton for over 33 years. WEEI knows
the Bostonian — his brand loyalties
and his buying habits. It's the one
station in Boston that people hear,
respect and trust. When your prod-
uct is up for sale in Boston, call on
the station that can deliver you cus-
tomers. Call on WEEI Radio.
WEEI
GOVERNMENT continued
stations to be 10 miles or more from the
site of a ch. 4 or 5 broadcast transmitter,
but also say that not enough data is known
regarding siting closer than that. Allocated
for fixed stations, 72-76 mc is between chs.
4 and 5 in the spectrum.
Hennings Recuperates in N. Y.
Following Mild Cerebral Spasm
Sen. Thomas Hennings (D-Mo.), sponsor
and co-author of the "clean elections bill"
(S 426), collapsed at a Senate subcom-
mittee hearing on juvenile delinquency in
New York last Wednesday with what a
hospital official described as a "mild cerebral
spasm."
The senator was taken to Beekman-
Downtown Hospital, and his office an-
nounced Thursday that he planned to remain
in the hospital for "rest and quiet for a few
days." His doctor, describing the senator's
condition as "excellent," said the attack was
brought on by "excessive fatigue and a
virus infection."
The Senate Rules Committee, of which
Sen. Hennings is chairman, favorably re-
ported out the election bill last summer
[Government, July 8]. Among other things,
the bill would provide broadcasters relief
from libel in political broadcasts, revise the
current equal-time rules and increase the
amount of money candidates may spend in
election campaigns.
Supreme Court Review Sought
In California Union Dispute
Machinery was set in motion last week
to obtain a review by the U. S. Supreme
Court of the California Supreme Court de-
cision that state courts have the authority
to enjoin employers of musicians in Cali-
fornia from sending money out of the state
for payments to the music performance trust
fund of the American Federation of Mu-
sicians [Personnel Relations, Nov. 11].
The California decision favored efforts of
members of AFM Local 47 in Hollywood
to upset the union requirement that makers
of films and recordings may not employ
AFM members without making payments
to the trust funds. In seeking a further re-
view, the decision is being contested by
the AFM and O'Melveny & Myers, at-
torneys for CBS, NBC, RCA, California
National Productions, Paramount Produc-
tions and Capitol Records.
Lee Criticizes Three Stations
Three radio stations received license re-
newals from the FCC last week but got a
verbal spanking from FCC Comr. Robert E.
Lee. Mr. Lee, who voted to send each of
the three stations McFarland letters to in-
dicate the necessity of a hearing, said that
in one case he figured the station was broad-
casting 17 spots an hour on a 24-hour basis,
or 22.5 spots per hour on a more normal 18-
hour day. In another case, Mr. Lee said he
noticed that the station programming indi-
cated some 15 minute segments with four
minutes of "sell." "That's going too far,"
Mr. Lee said. The three stations are WCAW
Charleston, W. Va., WEBB Dundalk, Md.,
and WQOK Greenville, S. C.
NATRFD Forum Hears
Lee's Plea For NARBA
Hopes that daytime stations will follow
the lead of clear channel outlets and with-
draw opposition to pending NARBA and
U. S.-Mexico radio agreements and that
multiplexed fm can be used for civil de-
fense communications were expressed by
FCC Comr. Robert E. Lee in an address
to the National Assn. of Tv & Radio Farm
Directors Dec. 1 in Chicago (see page 50).
Comr. Lee noted the North American
Regional Broadcasting Agreement and U. S.-
Mexico treaty are before the Senate for
ratification and said he feels both agreements
"provide better opportunities for many day-
time stations." He also declared that "the
entire standard broadcast spectrum is en-
dangered by our delays in ratification and
implementation."
Comr. Lee cited the need for a good
technical grade of service to farmers, claim-
ing, "It is apparent that the farmer will
continue to devote more time to listening
than to viewing." He expressed a personal
interest in fm and termed the resurgence
of interest in the aural service "heartening."
"I feel that a national net of multiplexed
fm stations may some day provide an ideal
civil defense communications network,
whereby civil defense information not in-
tended for broadcast can be multiplexed on
fm carriers and sent from station to station
across the country, completely without the
use of wire lines and congested central tel-
ephone terminals," Comr. Lee predicted.
"When the day arrives that fm receivers
are as common as automobiles, they will be
of invaluable assistance in times of emer-
gency."
Meanwhile, he pointed out, the Conelrad
emergency alert system is in readiness in
the event of enemy attack and "will make
at least one fairly good grade of service
available day or night to almost all areas
of this country."
Comr. Lee felt large-city broadcasters can
make the science of farming more attractive
to urban youths. Another service radio and
tv provide both city dwellers and farmers
is protection from unscrupulous businesses.
He cited a cooperative program between the
St. Louis Better Business Bureau and local
radio-tv stations as an example of such
public service.
Comr. Lee also suggested broadly that
"big city stations can expand their public
service programming to encompass farm
programming directed to the weekend
farmer."
FCC Prepares Answers on Miami
The FCC announced last week that it has
instructed its staff to prepare orders denying
the petitions of South Florida Television
Corp. and East Coast Television Corp. for
reconsideration and rehearing of its June
21 revised decision upholding its 1956 grant
of Miami, Fla., ch. 7 to Biscayne Television
Corp. (now WCKT [TV]). Both petitioners
were unsuccessful applicants for the Miami
vhf channel. The Commission also instruct-
ed its staff to deny a petition by ch. 17
WITV (TV) Fort Lauderdale, Fla., for re-
consideration of the Commission's June 21
order denying the Fort Lauderdale uhf's re-
quest that WCKT be forced to suspend
operation and to reopen the ch. 7 hearing
with WITV as an intervenor.
WHEC-TV, WVET-TV Application
For Ch. 27 Rochester Dismissed
A joint application by WHEC-TV and
WVET-TV, both Rochester, N. Y., for ch.
27 there was dismissed last week — almost
two years to the day after the application
was filed — at the request of the stations.
The Rochester outlets, sharetime opera-
tors on ch. 10, filed the uhf request Dec. 8,
1955. This action came after the courts,
acting on the protest of WSAY Rochester,
had remanded the ch. 10 decision back to
the Commission for further study. At that
time, Sec. 309 (c) of the Communications
Act required that when a protest against an
operating station was granted, the Commis-
sion had no choice but to order the station
off the air.
However, in 1956, Congress amended the
rules and left the decision of forcing a sta-
tion off the air in such a case up to the
FCC's discretion. The Commission, in turn,
did not order WHEC-TV and WVET-TV to
cease operating and has since issued a sec-
ond decision reaffirming its original grant,
made in 1953.
Disqualification of Competitor
For Ch. 2 Asked by KTVI (TV)
KTVI (TV) St. Louis (ch. 2, temporary)
has asked the FCC to dismiss the competing
application of Louisiana Purchase Co. be-
cause almost 10% of the latter firm is
owned by St. Louis Amusement Co. which,
according to KTVI, is still after ch. 11,
same city, in another proceeding. [Govern-
ment, Dec. 2, Oct. 28.]
St. Louis Amusement, which once with-
drew from the struggle for ch. 11, later
unsuccessfully protested when winning ap-
plicant CBS simultaneously relinquished ch.
1 1 to 220 Television Inc. and bought KWK-
TV on ch. 4. Because of this, KTVI claims
that St. Louis Amusement is involved in
multiple applications which are against
Commission rules.
Louisiana Purchase says, however, that
it has not been demonstrated that its stock-
holder, St. Louis Amusement, has actual
standing as an applicant, and is expected
to dispute the charge at either a Jan. 10
pre-hearing conference or at the actual
hearing Feb. 28.
Jefferson Seeks Channel Shifts
Jefferson Standard Broadcasting Co. last
week asked the FCC to allot it an additional
vhf tv channel (8) at Greensboro, N. C, by
taking ch. 8 from Florence, S. C, and
moving ch. 13 to Florence from Charleston,
S. C. Charleston, in turn, would get ch. 8,
but for educational use.
Jefferson Standard is a wholly owned
subsidiary of Jefferson Standard Life Insur-
ance Co. and is the licensee of WBTV (TV)
Charlotte, N. C, WBTW (TV) Florence,
WBIG Greensboro, and owns a minority in-
terest amounting to almost 17% of WFMY-
TV Greensboro.
Page 72 • December 9, 1957
Broadcasting
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NAME.
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ADDRESS.
CITY
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GOVERNMENT continued
Temporary Satellite Status
Requested for WILK-TV
In order to maintain service in the Wilkes-
Barre and Scranton, Pa., area during a tran-
sition period, the FCC was asked last week
to permit ch. 34 WILK-TV Wilkes-Barre
to be operated as a satellite of ch. 16
WARM-TV Scranton. The request indicated
that this would be a temporary measure
until FCC approval of the merger of both
stations and the sale of 60% ownership in
the new corporation to Transcontinent Tel-
evision Inc. for $1.5 million in cash and
stock, with owners of each of the two sta-
tions retaining 20% each [Stations, Oct.
21]. As part of the merger-sale transaction,
it is proposed to operate a new station,
WNEP-TV Wilkes-Barre, on ch. 16 from
the present site of WILK-TV and using
WILK-TV's 1.5 million-watt facilities.
Transcontinent already owns WGR-AM-TV
Buffalo, WROC-TV Rochester, both New
York, and 50% of WSVA-AM-TV Harri-
sonburg, Va.
FTC Challenges Rad-Tel Tubes
Rad-Tel Tube Co., Newark, N. J., is
charged in a Federal Trade Commission
complaint with selling ■"rejects" as first qual-
ity tubes. The action, filed last week, names
Albert D. Dill and Edward J. McGrath,
partners in the firm. They have 30 days to
answer the complaint, with a hearing set for
Feb. 4 in New York.
KSLM-TV Fighting to Hold Cp,
Seeks Another Modification
KSLM-TV Salem, Ore. (ch. 3, dark), last
week struggled to hold on to the frequently
extended construction permit granted it in
September 1953.
The station has attributed its failure to
build to management illness, harassment
from Portland stations and a 1956 contract
to sell its cp to Storer Broadcasting Co.
which never came off. KSLM-TV said the
proposed sale kept its hands tied for some
time.
The station has another petition to modify
the permit to move about 20 miles southwest
of Salem. Such a step has the approval of
Tribune Publishing Co., applicant for ch. 2
in nearby Portland. But Tribune Publishing,
which already has been denied FCC per-
mission to intervene in the failure-to-build
proceedings, does object to the original cp
which it says will violate separation require-
ments between its application and KSLM-
TV.
Eisenberg Joins Antitrust Staff
Milton Eisenberg, former assistant U. S.
attorney in Washington, has joined the pro-
fessional staff of the Antitrust Subcommittee
of the House Judiciary Committee. A 1950
law graduate of Cornell U., Mr. Eisenberg
was appointed by Kenneth Keating (R-
N.Y.), ranking minority member of the
committee. He replaces Sam Pierce, who
resigned from the subcommittee staff to
work on a doctorate degree at Yale U.
KBEE's ID Request Rejected
The FCC has turned down a request by
McClatchy Broadcasting Co. to announce
its call letters— KBEE-AM-FM Modesto,
Calif. — as "K B Double E." In denying the
request, the Commission said that to allow
deviations (in announcing call letters)
"would tend to create confusion and add to
the already difficult task now assigned to
our monitoring stations," which must check
and identify them.
IBEW Denied FCC Rehearing
A petition for rehearing filed by the In-
ternational Brotherhood of Electrical Work-
ers against the FCC's Sept. 19 order per-
mitting all am and fm stations to operate
transmitters by remote control has been
denied by the Commission. IBEW's objec-
tion was to the rules amendment which ex-
panded remote control operation to all
radio stations. Previously remote operation
of transmitters was limited only to those
stations with power not greater than 10
kw, and with omnidirectional antenna
patterns.
FCC Denies St. Louis Request
The FCC denied a request by Louisiana
Purchase Co., applicant for ch. 2 St. Louis,
to terminate the temporary authority held by
KTVI (TV) St. Louis to operate on ch. 2
there pending the outcome of a hearing for
this vhf channel. Ch. 2 was moved into St.
Louis from Springfield, 111., earlier this year
in deintermixture actions, and then ch. 36
KTVI was given permission to operate on
the vhf wavelength temporarily.
FIRS
T in
\XJ/ MR. MUSIC M
La
•if is
ville
TAYLOR MADE
THE ALL I
LONG NIGHT MAN MR. CREW CUT
TAIL
WILLIE
GLEN HARMON
Vice-President and General Manager
one of
AMERICA'S
great
independent
stations • •
•BASED ON A. C. NIELSEN REPORT JUNE 1957
More LOUISV1LLIANS listen
Bill
Larry
Pol
It,
Gefson
Taylor
O Non
Co.
on WINN
Regardless of power, frequency or coverage, WINN has more TOTAL
LISTENERS than any other station except one.
WINN
4-: SPCCO 8 U I UO I NG LOUiSVILLC ?. KENTUCKY
Page 74 • December 9, 1957
Broadcasting
FILM
AAP Sellers Back Out
On NTA; Hearing Set
The agreement to sell the majority stock
of Associated Artists Productions, New
York, to National Telefilm Assoc. [Film,
Dec. 2] remained stalled last week by a new
series of legal maneuvers.
On Tuesday, a group of AAP stockhold-
ers, headed by Louis Chesler and Maxwell
Goldhar, which had negotiated a contract
to sell "more than 50%" of AAP's stock,
notified NTA they were rejecting NTA's
offer, claiming they had been advised by
counsel that the document they had signed
was not "a binding and enforceable contract
under the laws of the state of New York."
That same day, NTA filed a counterclaim
to an earlier AAP minority stockholders'
suit, which sought to block the NTA-
majority stockholders' transaction. A hearing
on the suit in New York Supreme Court
was postponed until this Wednesday.
In answer to the minority stockholders'
complaint and as a cross-claim, NTA, acting
against Mr. Chesler, Mr. Goldhar and Mac
Schwebel, an AAP stockholder, charged that
after they had signed a contract, United
Artists Corp. and others "willfully and
maliciously combined and conspired to in-
duce the breach of that contract in an at-
tempt to secure the assets of AAP for it-
self." NTA further claimed that the minority
stockholders' suit was incited by United
Artists and stated that following this action,
Mr. Chesler and Mr. Goldhar "demanded"
that this defendant (NTA) increase the
amount to be paid to them. When these
demands were rejected, NTA continued,
Mr. Goldhar and Mr. Chesler "repudiated
their agreement, declaring they did not
intend to perform it."
NTA asked the court to dismiss the com-
plaint against that firm and to direct Messrs.
Chesler, Goldhar and Schwebel to perform
the purchase contract and deliver to NTA
the 820^000 shares of AAP stock (majority
stock), and pay for the cost of its legal
fees in the action.
The letter to NTA from Messrs. Chesler
and Goldhar stated:
"We have been advised by counsel that
the document signed by National Telefilm
Assoc. Inc., on the one hand, and the under-
signed, Maxwell Goldhar and Louis Chesler
on the other, dated Nov. 9, 1957, lacks those
characteristics necessary to make it a bind-
ing and enforeceable contract under the laws
of the state of New York.
"Realizing the obligations, both legal and
moral, owed to the minority stockholders of
Associated Artists Productions Corp. by' its
officers and directors, particularly by officers
and directors who may be deemed to be
in a control relationship of said corporation,
and in view of a more recent offer, of which
you are aware, that is conceivably more
beneficial to all the stockholders than the
offer contained in the aforementioned docu-
ment, we regretfully advise you that we
hereby reject your said offer, and further,
that we do not intend to be bound by. or to
perform under, the said unenforceable
document."
The more recent offer referred to in the
letter apparently is one made by United
Artists, but its terms were not disclosed.
NTA's offer was said to be about $7.5 mil-
lion.
On Nov. 27 NTA initiated a suit in the
same court asking damages in the amount
of $200,000 each from United Artists, two
of its officers, Arthur B. Krim and Robert
S. Benjamin, president and board chairman,
respectively; Eliot Hyman, president of
AAP; Harry Zittau, AAP treasurer and Ray
Stark, AAP vice president. The suit charged
defendants with "inducements to break a
contract and unfair competition."
The action by AAP minority stockholders
sought to block the sale of the majority stock
to NTA because this transaction allegedly
disregarded minority stockholders' rights.
Webb Sidekick Relinquishes Time
For New Show Test on KABC-TV
If the right way to preview a motion pic-
ture is in a motion picture theatre, then the
right way to preview a tv program should be
in a telecast by a tv station.
On that logic. Jack Webb's Mark VII
Ltd. is previewing the pilot of its projected
new series People in a telecast on KABC-
TV Los Angeles next Sunday at 6:30-7 p.m.
The time normally is filled by Ben Alexan-
der, appearing on behalf of Ben Alexander
EXCITEMENT.
m m
"that which rouses a feeling;
- that which calls to activity!"
WIS-TV rouses many a feeling — creates endless sales activity
throughout central South Carolina's billion dollar market —
* I
with exciting programs —
exciting ratings*. —
exciting results* —
>. v and soon —
exciting, expanded coverage
from our 1522 foot tower,
tallest structure east of
the Mississippi river!
*ARB and performance facts
at all PGW offices will
"excite your interest in —
WIS -TV- 10
COLUMBIA, SOUTH CAROLINA
C. Richard Shafto, Executive Vice President jjljfljjjj
Charles A. Batson, Managing Director J=J=V
l^.j.j . represented by
PETERS, GRIFFIN, WOODWARD, INC.
Broadcasting
December 9, 1957 • Page 75
Leading TV and radio
media executives ex-
press their confidence
in the worth of ABC
circulation audits.
Important Media Buyers Rely on
Audit Bureau of Circulation
B'T is the only magazine in the
vertical radio-tv field with
membership in the
Audit Bureau of Circulations
Here 'a a cross-section of media buyer*— and what they say about
the Audit Bureau of Circulations. Their remarks were stimulated
by Broadcasting-Telecasting's admission to A. B. C. last year.
B«T has the largest paid circulation in its field. B»T
distributed more paid circulation in four months than all others
in the field combined distribute in a year.
There's no abracadabra to Audit Bureau audits. It is a standard
of measurement of PAID circulation. The rules were written by
advertisers and agencies. B-T has met them, alone in its field.
bacwllv* and Publication H«a4qwart*n
■T IliUitt 1715 DatolM $».. N. W.
Wcnhlnotan 4. O. C
ADVERTISEMENT... WE ARE UNDERSTANDABLY
To dramatize the merits
of PAID circulation
over "controlled" or
giveaway distribution.
'AND
JUST KEEP COMING...!"
and for this advertisement. . .
the same judges also
gave us this award:
The ^j^k
Audit Bureau of Circulations '2k
Sroairajsting- Sfrlwasiuw.
ftp a Qle&ymltM ' j&artlimait
1957 ^Educational -4ward
. . in recognition of the most
distinguished advertise-
ment by an ABC member
in the Business Publica-
tions Division.
broadcasting Magazine is named
1957's Grand Award winner for the
most distinguished advertisement -
among all ABC member publications
— promoting the significance of
ABC-audited circulation.
The
Audit Bureau of Circulations !i
PRESENTS TO
S$«dt/ed ^imdaticn to S^dwvliieri,
0tdAiieri and ffleaderi, iki
1957 Educational £puni ^wl
October 17. 19S7
PY TO HAVE RECEIVED THIS AWARD!
but— thanks to this...
every advertiser ivko uses the pages of
broadcasting can be a winner every time.
BECAUSE — as the only TV-radio business publication quali-
fying for membership in the Audit Bureau of Circulations —
only broadcasting in its field can give you an accurate, certified
count of how many (and what kind of) PAID subscribers will
be reached by your advertising message.
It pays to use PAID circulation*
BROADCASTING
THE BUSINESS WEEKLY OF TELEVISION AND RADIO
1735 DeSales Street, N.W., Washington 6, D. C.
A member of the Audit Bureau of Circulations
*And broadcasting has more of it (18,428 total average PAID, first
six months of 1957) than the next three TV-radio journals combined!
Ford, Los Angeles automobile agency. Mr.
Alexander, also known as Frank Smith, Sgt.
Friday's sidekick on Mr. Webb's Dragnet
series, agreed to relinquish the half-hour for
the special preview of People, a program
that features Mr. Alexander talking to the
people of Los Angeles. It was directed by
George Stevens Jr. and produced for Mark
VII by Frank LaTourette.
Reason for the public preview, according
to Mr. Webb, who supervised the show's
production, is that people who buy tv pro-
grams, for networks or sponsors, liked this
one themselves when they saw a private pre-
view, but because it's different from the
usual tv show they don't know whether the
public will agree.
"Their question is: Will people watch a tv
program that stars only people?" Mr. Webb
said, "We can't answer this. We personally
think they will, but we have no proof to
back us up. That's why we are showing
People to the tv audience in Los Angeles and
asking those who see it to let us know what
they think about it."
Sinatra Considering Tv Studio
Frank Sinatra, star of his own show on
ABC-TV, was reported last week as "think-
ing seriously" about erecting a television
studio in Las Vegas. Mr. Sinatra and other
entertainment personalities spend considera-
ble time in Las Vegas and it is the singer-
actor's feeling that many entertainers can-
inud inc. si I unb
J* P I fc mm wsk rf %*> w% i* N CP 1 35» Is . . .
. 1 tut it B MT f8?"f* v 4t%'W
4£ m qq|>
9 li080,UOO,000
■ ■
* Effective buying income.
Contact Petry or Ben Mclaughlin,
For WICU-TV's New
Expanding Market Story.
ERIE, PA.
CHANNEL
An Edward Lamb Enterprise — Ben McLaughlin, General Manager Represented Nationally By
EDWARD PETRY AND CO., INC.
New York • Chicago • Atlanta • Detroit • San Francisco • St. Louis • Los Angeles
not accept engagements in Las Vegas now
because of tv commitments elsewhere.
Proper studio facilities, with permanent
cable connections to Hollywood, would en-
able them to play the Nevada resort town,
according to Mr. Sinatra. Though plans for
the studio are in the formative stage, a con-
struction site adjacent to the Sands Hotel,
in which Mr. Sinatra has financial interest,
is being considered.
NTA Gets Tv Rights to Four
National Telefilm Assoc., New York, is
announcing today (Monday) that it has
acquired from David O. Selznick the theat-
rical re-issue and television rights in the
U. S. and Canada of "The Adventures of
lorn Sawyer" and "Spellbound" and the
television rights to "Rebecca" and "The
Third Man." NTA will re-issue "Tom
Sawyer" to theatres immediately and "Spell-
bound" in the near future.
Talent Assoc. Plans Live Series
Talent Assoc., New York, reported last
week that it plans to produce a live, tv
family comedy series. Too Young To Go
Steady, for network presentation starting the
beginning of 1958. According to Producer
David Susskind, partner of Talent Assoc.,
the company is negotiating with all three
networks. He said Screen Gems has obtained
the film rights to the series, which can be
exercised after its live run, but he refuted
a Screen Gems announcement that Talent
Assoc. will be involved in the eventual film
production of the series.
FILM SALES
Wonderful Productions Inc., N. Y., reports
sale of 195 five-minute segments of Willie
Wonderful, children's tv film series, to
KSTP-TV Minneapolis and KRNT-TV Des
Moines.
Trans-Lux Tv Corp., N. Y., reports sale of
Encyclopaedia Britannica film library for
five years to KPRC-TV Houston, KTVI
(TV) Corpus Christi, Tex. Trans-Lux Tv
also reports WHDH-TV Boston has bought
"Melbourne Rendez-vous" full-length mo-
tion picture of 17th Olympiad for telecast-
ing in color during the holidays. Reports sale
of Encyclopaedia Britannica library (more
than 700 films) on five-year basis to KGHL-
TV Billings, Mont.
Ziv Television Programs, N. Y., announces
sale of its Sea Hunt, half-hour tv film series
in 18 additional markets, raising total mar-
kets sold to 117. Included in new business
was regional sale to Anheuser-Busch Inc.
(Budweiser beer), St. Louis, for seven eastern
markets. Company's new half-hour tv series,
Target, to be sponsored by Olympia Brewing
Co., Olympia. Wash., in 35 west coast mar-
kets.
ABC Film Syndication Inc., N. Y., reports
four sales of 26 Men, raising total markets
for series to 145. New contracts: WHBF-
TV Rock Island, 111.; WIMA-TV Lima,
Ohio; KLTV (TV) Tyler, Tex., and WFLA-
TV Tampa, Fla.
Page 78 • December 9, 1957
Broadcasting
7 -v.
above — WBZ-TV's new Ideco tower at Boston, 1,199 feet above ground
(1,349 feet Mean Sea Level).
right — Slot antenna will side-mount directly beneath WBZ-TV's present
antenna. The super-gain antenna will bolt into the bottom section of the
narrow tower top.
New Ideco Tower Designed for Future Stacking of
Antennas, Future 300-Foot Height Increase
"Give us a one-antenna tall tower now, but
provide for adding more antennas and another
300 feet of tower later."
That was the problem presented to Dresser-
Ideco by WBZ-TV at Boston. The solution is this
recently completed guyed tower, carrying WBZ-
TV's channel 4, 6-bay antenna at 1,199 feet above
ground (1,349 feet Mean Sea Level) . . . still
another over-1, 000-foot Ideco tower. A channel
5 super-gain antenna and a channel 7 slot antenna
can be mounted beneath the WBZ-TV antenna
later, without disturbing WBZ-TV's antenna and
with no modifications to the tower necessary.
Likewise, with no modification necessary, the
tower can be increased to 1,499 feet (1,649 feet
Mean Sea Level) simply by temporarily remov-
ing the antennas and adding another 300 feet of
tower.
This WBZ-TV project is still another demon-
stration of Dresser-Ideco's ability to solve the
unusual in tower design and building problems.
This same engineering ability contributes to the
soundness and economy of more routine towers,
too.
So when you start thinking about your new
tower . . . both for your present need and for the
future, too . . . start planning with Dresser-Ideco.
Write us, or contact your nearest broadcast
equipment representative.
Ideco Company
ONE OF THE DRESSER INDUSTRIES
TOWER DIVISION, DEPT. T-tf, S75 MICHIGAN AVE., COLUMBUS 8, OHIO
Broadcasting
Branch: 8909 S. Vermont Ave., Los Angeles 44, California.
December 9. 1957 • Page 79
PROGRAM SERVICES
NEW 'GRAY GHOST' LICENSE PLAN
• CBS Television Enterprises shoots at new level
• Items handled in retail stores of program sponsor
CBS Television Enterprises, the mer-
chandising and licensing division of CBS-
TV, is adding what it calls "the second
dimension" to a business that already is a
multi-million-dollar off-shoot of television.
When Sydney Rubin, director of CBS-TV
Enterprises, first pondered the licensing and
merchandising potentialities of The Gray
Ghost, the new CBS-TV Film Sales series
on the Civil War, he observed that two of
the larger regional advertisers were retail
grocery chains— Loblaw's in upstate New
York and Colonial Stores in the South.
Immediately, Mr. Rubin was struck by the
possibility of extending merchandising and
licensing activities to an area he believes is
untapped — retail stores which are also
sponsors of a series.
Mr. Rubin told Broadcasting that con-
ventionally, licensed items are sold either
as premiums or in all types of retail
establishments, but to his knowledge, the
arrangement he subsequently established
with both Loblaw's and Colonial Stores
marks the first time this activity is being
conducted with a retail advertiser of a
specific program. He is convinced the pro-
ject will benefit the grocery chains by
building in-store traffic and the program by
stimulating local interest. The stores are
setting up special Gray Ghost counters in
ABOVE: A Gray Ghost cap, fast-seller to the
younger fan set.
BELOW: A display of some of the toys li-
censed by CBS Enterprises.
each area where they sponsor the series
and offer many of the 30 items associated
with the show. Loblaw's is sponsor in four
upstate New York markets where 110 of its
stores are located and Colonial in 13 mar-
kets, the sites of about 300 of its stores.
The Gray Ghost venture is the most
current for CBS Television Enterprises,
formed about two
years ago by the net-
work to cash in on
the strong impact of
television personali-
ties and programs on
viewers, particularly
children. Mr. Rubin
was the sole employe
for a brief time and
the organization has
grown now to four
executive employes
MR. rubin plus secretarial help.
Murray Benson is sales manager; Paul
Rosen, business affairs manager, and How-
ard Berk, publicity-promotion director. This
year, according to Mr. Rubin, retail sales on
products licensed by CBS-TV Enterprises
are expected to reach about $40 million.
Customary licensing practice is to pay an
organization like CBS-TV Enterprises 5%
of the wholesale selling price.
CBS-TV Enterprises has licensing agree-
ments with more than 150 manufacturers
who produce a total of more than 300 items,
including toys, games, wearing apparel,
records, jewelry, comic books. More than
30 CBS-TV and CBS-TV Film Sales pro-
grams are involved in merchandising-
licensing, including Captain Kangaroo,
Mighty Mouse Playhouse, You'll Never Get
Rich with Phil Silvers, Gunsmoke, What's
My Line?, See It Now and Air Power. The
licensing roster also includes the hit Broad-
way play, "My Fair Lady" and the motion
picture, "Around the World in 80 Days," in
both of which CBS Inc. has a financial
interest.
Mr. Rubin acknowledges that most li-
censed items are slanted toward the chil-
dren's market, though some of the items,
such as jewelry and certain games, also have
adult appeal. He contends that a child
entering a store and seeing a licensed item
builds up "a personal identification" im-
mediately.
"Take two toys exactly alike," Mr. Rubin
pointed out, "and place a tv hero's identi-
fication upon one of them. I defy anyone
to set these before a tv-conscious child —
and who isn't? — without realizing that the
tv toy must win out."
He acknowledged there is responsibility
on the part of CBS-TV Enterprises to be
"selective" about the items it approves. He
makes it a policy to seek out the leaders of
an item in its field and decide on an article
Page 80
December 0. 1957
that provides a logical identification with
the tv program.
For the future, Mr. Rubin envisions a
growth of licensing-merchandising activity
in television but is insistent that there must
be an accompanying accent on quality and
selectivity of items.
Crosley Corp. Equipment Buy
Sets TelePrompTer Sales Mark
TelePrompTer Corp., New York, last
week reported the largest single transaction
for tv station equipment in its six-year his-
tory, as Crosley Broadcasting Corp. signed
contracts to use the new Mark V Tele-
PrompTer in its five stations and bought
five TelePro 6000 rear-screen projectors.
Stations to be equipped are WLWT (TV)
Cincinnati, WLWD (TV) Dayton, and
WLWC (TV) Columbus, all Ohio; WLWA
(TV) Atlanta and WLWI (TV) Indianap-
olis.
Herbert W. Hobler, vice president in
charge of sales for TelePrompTer, said the
new transaction means that TelePrompTer-
equipped stations now serve more than
86% of all U. S. tv homes. John T. Murphy.
Crosley vice president, commenting on the
purchase, said the New TelePro, combined
with the Mark V, would be used by Crosley
stations to "maintain their pre-eminence in
the coverage of news."
The Mark V and TelePro units are de-
signed to provide an integrated package for
studio production.
C-C Pay Tv Expected to Clear
Another Preliminary in L. A.
Los Angeles city council tomorrow (Tues-
day) will hear a second reading of ordi-
nances designed to put into effect franchises
authorizing the installation of two closed-
circuit toll tv systems in the city. First read-
ing of the ordinances was made last Tues-
day.
If there is no objection, and none is an-
ticipated. Skiatron Tv Inc. and International
Telemeter Co. jointly with Fox West Coast
Theatres will have passed all of the legal
preliminaries to setting up pay tv opera-
tions in Los Angeles.
There is one other requirement, however,
an agreement with the telephone company
for the right to install cables on its poles
for the transmission of program service from
some central point to the homes of sub-
scribers to the toll tv systems. Despite many
conferences between officials of the toll tv
companies and Pacific Telephone & Tele-
graph Co., PT&T has not yet announced
what kind of service it is willing to make
available, when it will be available and at
what price, or indeed that it will offer any
service to toll tv companies at all [At
Deadline, Nov. 25].
This uncertainty as to what PT&T will
do is the reason that Harriscope Inc., third
organization to have been granted a toll
tv franchise by the Los Angeles City Coun-
cil, has not filed its $100,000 performance
bond with the city, Burt Harris, Harriscope
president, said Thursday. Once the bond is
filed with the city, he said, it cannot be
Broadcasting
ACT
to
HELP THE HAND THAT FEEDS YOU
You can help the hand that feeds you — and needs
you. The Broadcasting industry and the people are,
after all, a partnership. The partnership has been a
dynamic and fruitful one. From the one-horse era of
the old crystal set to the sparkling portable receivers
of the modern television age, the people have shown a
willingness to stake the industry on its future and
bankroll its growth. In turn, the industry has been
good to the people and good for the people.
But now this great partnership finds itself in danger.
"Pay-TV", a concept of broadcasting, masking itself in
the guise of progress, has made sharp and astounding
inroads because the people have been kept in the
dark. Their confidence in this great industry has been
shaken. Recent polls notwithstanding, unless the people
and the industry ACT and ACT quickly, Pay-TV can
become an American reality, more by default than by
inclination.
Both the industry and the people must never allow
this to happen. Aside from the corruption of a relation-
ship which has been literally a foundation-stone of
modern progress, Pay-TV represents a concept that is
both ethically wrong and economically detrimental to
the people of the United States and to the industry as
it is now constituted.
Two bed-rock facts form a fundamental people's
argument on this issue :
I. The Radio-TV Spectrum is a natural resource
which belongs to the people. Any granting of channels
for Pay-TV without a vote by the direct representa-
tives of the people is contrary to the Public Interest.
2. The American people purchased 40,000,000 tele-
vision sets with the distinct, although unwritten,
guarantee that they would not have to pay for viewing
television programs, other than for electricity and
servicing of the set.
The American Citizens Television Committee (ACT)
has been organized to give the people a much-needed
voice on this issue, to educate them on the dangers of
"Pay-TV" and to work for the promotion and improve-
ment of free television. It is enlisting the aid of national
organizations, business groups and individuals to sup-
port its efforts to tell the story of free television and
the people's role in its growth and future. The com-
mittee believes that by acquainting the people with the
real facts, Pay-TV will be rejected.
But the people need the industry in this fight, just
as much as the industry needs the people. For those
who are a part of the industry, ACT offers an opportu-
nity to stand up and be counted in the battle for free
TV. ACT wants the support, morally and economically,
of the Broadcasting industry to help tell the true story
to the American people.
For both the people and the industry, there can be
only one choice — to ACT or to preside at the funeral
of the time-honored institution of free broadcasting.
Such a catastrophe will offer the American people bitter
recompense indeed, for their investment and their
faith. If you are against Pay-TV, put the weight of
your conviction behind ACT.
A C T
TODAY
ACT Committee
1010 Vermont Avenue, N. W.
Washington 5, D. C.
Dear Sirs:
Here is my check for $ to help support the activities
of the American Citizens Television Committee (ACT).
Name:
Address.
Broadcasting
December 9, 1957 • Page 81
WDBJ
for 33 years
OUTSTANDING
in
ROANOKE
and Western Virginia
RADIO
by any measurement!
According to N. C. S. No. 2,
WDBJ has more than TWO
TIMES the DAILY N. C. S.
Circulation of Station "B";
more than THREE TIMES the
circulations of Stations "C"
and "D".
In the latest Roanoke Metro-
politan Area Pulse Report.
WDBJ has a 47% share of
total morning audience, 43%
share of total afternoon
audience, and 38% share of
total evening audience.
Tune-in same periods is high:
21.6, 23.8, 18.8. All figures
are Monday through Friday
averages.
Ask your Peters, Griffin,
Woodward "Colonel".
PROGRAM SERVICES
CONTINUED
retrieved until the end of the franchise,
21 years hence. As it is impossible to get
a wired toll tv operation going in Los An-
geles without the telephone company, Mr.
Harris said it does not seem like good
business to commit his organization to mak-
ing bond payments for 21 years until he
has some assurance that the telephone com-
pany will offer the kind of service that is
needed and at a price that seems economi-
cally feasible for Harriscope to pay for such
services.
Mr. Harris pointed out that toll tv fran-
chises in Los Angeles are to be non-ex-
clusive and that, should its present grant be
cancelled for failure to comply with the
posting of the $100,000 bond now, Harris-
cope could apply for another franchise at
some future date. He said he hoped this
would not be necessary, that PT&T would
shortly supply the information that Harris-
cope wants and so provide the basis for
filing the bond and making its franchise
effective. But he emphasized that without
the assurance of service, Harriscope does
not intend to proceed with the bonding re-
quirements of the city.
SNI to Televise Hoop Series
Sports Network Inc. will televise big ten
basketball games for the fourth consecutive
season starting Dec. 14, it was announced
Saturday by Kenneth L. Wilson, western
Conference commissioner. The 13-game
schedule, slated to run through March 8.
1958, will be sponsored by American To-
bacco Co. for Lucky Strike cigarettes,
through BBDO New York, and Standard
Oil Co. of Indiana, through D'Arcy Adv.
Co., Chicago.
Standard has station clearances from 21
markets and possible commitments from
eight others for the regional telecasts. About
35 midwestern stations have been lined up
for the network, according to the Big Ten.
Pay Tv Exhibit Opened in N. Y.
International Telemeter Corp. last week
set up a permanent unit in New York for
demonstrations of Telemeter's closed-circuit
pay tv system. Equipment, according to
Howard G. Minsky, ITC's eastern sales man-
ager, has been installed at the Paramount
Bldg. on Times Square. The unit shows
each step from transmission point to the
tv set at the viewer's home. Special dem-
onstrations of the system have been held
in Los Angeles (where a permanent unit
was set up last March), New York and
Miami Beach, with others now being planned
elsewhere.
Liberty Offers Record Services
Liberty Records has inaugurated Liberty
Disc Services, new "low cost" subscription
plans for radio stations. Service No. 1 pro-
vides all Liberty popular and classical LP
albums with a minimum of 60 LPs per
year and all popular singles at a cost of $5
a month. Service No. 2 provides all standard
LP catalog numbers at $1 each. Si Waronker
and Jack Ames are in charge of the new
service, designed especially to supply station
programming needs.
MR. GANNETT
STATIONS
Frank Gannett Dies;
Owned Stations, Papers
Frank E. Gannett, 81, president emeritus
of Gannett Co., died Monday at his home
in Rochester, N. Y. He had been relatively
inactive in the broadcasting-newspaper
empire for some
time, having suffered
a fractured spine in
1955 and a subse-
quent stroke.
Funeral services
were held Friday in
the First Unitarian
Church, Rochester,
with burial in Mt.
Hope Cemetery.
The Gannett or-
ganization owns four
radio and three tv
stations: WHEC-AM-TV Rochester; WENY
Elmira, N. Y.; WDAN-AM-TV Danville,
111., and WINR-AM-TV Binghamton, N. Y.
The company also owns minority interest in
WHDC, Olean, N. Y. In late November the
company contracted to buy KOVR (TV)
Stockton, Calif., from H. Leslie Hoffman,
president of Hoffman Radio Co., for $3.1
million [Stations, Nov. 25].
Mr. Gannett was succeeded as operating
head of the organization last April by Paul
Miller, then executive vice president.
A New York farm boy, Mr. Gannett sold
newspapers at the age of nine. At Cornell
U., Ithaca, N. Y., he earned $3 a week as
campus reporter for the Ithaca Journal,
graduating to a $10 a week job on the
Syracuse Herald. In 1906 he bought an
interest in the Elmira Gazette, a venture that
Was the beginning of the Gannett news-
paper group.
In 1936 he was a candidate for the GOP
vice presidential nomination, and was put
up in the Ohio primaries. He campaigned
extensively for the presidential nomination
in 1940. receiving 33 votes on the first
ballot and losing to Wendell Willkie.
Surviving are his wife, the former
Caroline Werner; a daughter, Mrs. Charles
Vincent McAdam Jr., of Greenwich, Conn.,
and an adopted son, Dixon Gannett, of
Dearborn, Mich. There are six grand-
children.
Wi!Iiamsf Owner of WAYX, Dies
Jack Williams Sr., 79, owner of WAYX
Waycross, Ga., and editor-publisher of the
Waycross Journal-Herald since 1915. died
Dec. 2 after being ill several weeks. He for-
merly served in the U.S. Congress and as a
Georgia state legislator. As president of the
Georgia Press Assn. in 1933, Mr. Williams
directed a project to build the Little White
House for the late Pres. Franklin D. Roose-
velt at the Warm Springs, Ga.. Polio Foun-
dation.
WHIL Boosts Rates, Power
WHIL Boston-Medford, Mass., has raised
its rates, following a power boost from 1 to
5 kw, according to Sherwood J. Tarlow,
president. Rate card No. 5 lists the one-
time, hour rate at $100 and a one-minute
spot at $12.
WDBJ
AM • 960 Kc. • 5000 watts
FM • 94.9 Me. • 14,600 watts
ROANOKE, VIRGINIA
Page 82 • December 9, 1957
Broadcasting
Ad Age is
extremely valuable
to me • • •
/#
says DONALD S. FROST
Vice-President and Advertising Director
Bristol-Myers Products Division
Bristol-Myers Company
"In a business that moves as fast as the advertising business, it is impossible to keep
current with all that is going on unless you have a comprehensive review every week.
Advertising Age supplies such a review in terms of our business— its people, its
problems, its progress. In addition to keeping me up to date, the analyses of current
campaigns and the opinions of top advertising men in the Feature Section, as well as
the annual reports on agencies and advertisers, have been extremely valuable to me/'
DONALD S. FROST
Mr. Frost has seen advertising from both
sides of the advertiser-agency fence. His
agency associations include Young & Rubi-
cam, Inc. (for several years, starting in 1938)
and Compton Advertising, Inc., where he
was an account executive from 1950 to 1954.
The Bristol-Myers Company first employed
Mr. Frost in 1945, immediately after his three
years of service as a Navy Air Combat In-
telligence Officer. His initial B-M assignment
was as assistant director of advertising and
marketing research, and in 1947, he was
named assistant advertising manager. When
Mr. Frost returned to the B-M fold in 1954
after his 4-year stint with Compton, he be-
came advertising director. The following
year, he also was appointed a vice-president.
Mr. Frost is on the board of directors of the
Association of National Advertisers, and
also serves as chairman of the subcommittee
on agency relations.
# ® 000
I Year (52 issues) $3
You'll find that most of the executives who are important to you —
those who influence as well as those who activate today's broadcast
decisions — consider Advertising Age extremely valuable. Week in, week
out, they depend on Ad Age for the news, trends and developments
of the fast-paced marketing world. What's more, they look to Ad Age
for the vital sales messages which help them select markets and media.
At the Bristol-Myers Company, for example, broadcast has been
instrumental in propelling such products as Bufferin, Ban deodorant
and Vitalis hair groomng preparations into the front ranks of
their fields. In 1956 — a record year for B-M sales — television got the
biggest slice of the company's advertising pie, almost $10,000,000.
Expenditures for spot tv in the third quarter of 1957 alone
(over $940,000*) exceeded the total spot outlay for 1956.
Every Monday, 25 paid-subscription copies of Ad Age go to the homes
and offices of Bristol-Myers executives. Further, 717 paid-subscription
copies reach decision-makers at Young & Rubicam, Inc.;
Doherty, Clifford, Steers & Shenfield, Inc. and Batten, Barton, Durstine
& Osborn, Inc., the major agencies handling B-M accounts.
Add to this AA's more than 39,000 paid circulation, its tremendous
penetration of advertising with a weekly paid circulation
currently reaching over 11,000 agency people alone, its intense readership
by top executives in national advertising companies, its unmatched
total readership of over 145,000 — and you'll
recognize in Advertising Age a most influential medium for swinging
broadcast decisions your way.
* C. Rorabaugh Co. for Television Bureau of Advertising
200 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS
400 LEXINGTON AVENUE • NEW YORK 17, NEW YORK
Broadcasting
December 9, 1957 • Page 83
STATIONS
CONTINUED
Nilson to Katz Tv Sales Head;
Rep Promotes 5 Others, Adds 3
The Katz Agency, New York station
representative, has a new tv sales manager —
Walter E. Nilson, formerly assistant tv sales
manager. The firm also promoted five
others and added three to its sales staff.
The changes at Katz are in line with an
expansion project announced in mid-No-
vember [Stations, Nov. 18]. At that time,
a spokesman noted the firm's office space
had been increased 50% and that 20 more
people would be added to its sales force
by next March 15. According to an an-
nouncement being made today (Monday)
by Scott Donahue Jr., vice president in
charge of tv sales, the changes include:
Mr. Nilson, promoted to tv sales man-
ager. He joined Katz in Chicago in 1947,
moving to New York in 1953. Before joining
Katz, he had been midwest manager for
J. P. McKinney, also a representative firm.
William W. Joyce,' who joined the com-
pany in 1945, moved up to Chicago tv
sales manager. He was with World Broad-
casting Co. in Chicago before his Katz as-
sociation.
Oliver T. Blackwell, former timebuyer
at Compton Adv. and with Katz since 1951,
Alfred I. Miranda, at one time salesman
for Conde Nast Publications and with Katz
since 1952, and Michael T. Membrado,
once timebuyer for Cunningham & Walsh
and with Katz since 1954, all promoted to
MR. NILSON
MR. JOYCE
MR. BLACKWELL
MR. MIRANDA
MR. MEMBRADO
assistant television managers in New York.
Also in New York, Robert Tatum, for-
merly assistant manager, radio and tv me-
dia, BBDO, and John D. Amey Jr., mem-
ber of Katz' Detroit office since 1952, have
been added to the tv sales staff.
In Chicago, Robert C. Rohde, former
salesman for Peters, Griffin, Woodward,
station representative, and Harold Abrams,
former salesman for The Chicago Tribune,
have been appointed to the tv sales staff
in Chicago.
WMGM to Base Music Choice
On Weekly Trendex Findings
WMGM New York will implement form-
ally today (Monday) a plan which is de-
signed to select for use on the station the
popular records of the week in the New
York area and which is expected to have
application for other music-and-news sta-
tions throughout the country.
Raymond Katz, associate director of
DOC LEMON — 6 to noon l ART ROBERTS — noon to 6
Double wham my!
New, stronger programming, personalities
1 always the best buy in this market!
Wenc
Akron, Ohio - WCUE j WICE - Providence. R. I.
National Representatives The John E. Pearson Co.
Page 84 • December 9, 1957
WMGM in charge of programming, said
last Thursday that the station has com-
missioned Trendex to make a weekly survey
measuring popular record sales in the greater
New York area. Trendex's compilations of
the top 40 songs will be used on the station's
most highly-rated disc program, Your Hit
of the Week, featuring Peter Tripp (Mon.-
Fri. 5-8 p.m.) and will serve as a guide for
selections on the other record shows, ac-
cording to Mr. Katz. He voiced the belief
that Trendex will be able to provide "the
first authentic list" of the top 40 songs,
pointing out that in the past WMGM, like
many other stations throughout the country,
chose its songs largely on the basis of
surveys made by national trade publications.
Edward G. Hynes, president of Trendex,
and Eugene L. Reilly, director of sales,
explained their role in the plan, noting
that this is Trendex's first venture in the
record field. Each Monday, Trendex asks
100 retail record shops in WMGM's cover-
age area for a list of the 40 top-selling
records, and from this information compiles
the roster of songs to be played on Your
Hit of the Week.
Mr. Katz said this new development was
in the planning stages for several months
and has been used on the station for two
weeks in advance of the official announce-
ment. He termed it a "highly successful"
plan which has the "complete cooperation"
of record retailers. To facilitate cooperation
by retailers, he said, mentions of the record
shops are carried on the program, and stores
also are provided with a listing of the sta-
tion's top 40 tunes for display use.
Mr. Hynes said that Trendex plans to
make this service available to other stations
throughout the country.
WBC Establishes 'Project 62'
As Tv Programming Laboratory
A television laboratory project designed
to develop new performing, writing and
production talent was approved Thursday
during a weeklong meeting of Westinghouse
Broadcasting Co. executives, held at
Savannah, Ga.
Donald H. McGannon, WBC president,
said the plan will be known as Project 62.
He described it as a long-range, extensive
venture into programming development by
WBC stations. Each of the five WBC tv sta-
tions will devote one hour a week to experi-
mental on-the-air programming under direc-
tion of Richard M. Pack, WBC program
vice president, and William J. Kaland,
national program manager.
"Local television must begin right now
Broadcasting
CHARTING HIS CHRISTMAS COURSE
for the ASSOCIATION OF AMERICAN RAILROADS
Broadcasting
December 9, 1957 • Page
STATIONS CONTINUED
to devote more time and creative energy
to local program research," Mr. McGannon
said. "This research must meet the industry's
programming needs for both the immediate
and distant future.
"Project 62 will not be limited by pure
financial or calendar considerations. It will
use as its laboratory weekly periods of air
time on each of the WBC tv stations. We
believe the success of such a project deter-
mines the dimension of our future and it
will attempt to fulfill our basic obligations
to the industry and the millions of people
we serve."
Mr. McGannon said program people
"should concern themselves only with the
search for and execution of new program
art forms." He added that Project 62 will
be budgeted as a corporate undertaking
rather than being carried on each individual
station's budget. He indicated that while
initial thinking envisions annual expendi-
tures "well into six figures, this is an esti-
mate and not a limit should the results
justify further consideration and expansion."
Mr. Pack said Project 62 will provide "not
only a challenge but a showcase for our
programming people, enabling them to
explore and utilize their ingenuity for
developing new formats for the medium.
It affords opportunity for them to range
beyond the creative demands of their daily
work into an area of so-called pure re-
search."
The laboratory project will be backed
by audience research in each of the WBC
tv markets to provide a gauge of the effec-
tiveness of the experiments.
Mr. McGannon said the idea of con-
ducting the programming research project
on a closed-circuit basis was rejected on the
ground public exposure is important as a
psychological incentive to program develop-
ers and as a means of learning audience
acceptance.
DATELINES
Newsworthy News Coverage by Radio and Tv
CAPE CANAVERAL, FLA. • WINS New
York scheduled Navy blimp K-43 on an
emergency standby basis for use as a radio
relay station in an attempt to intercept and
broadcast signals from the American Van-
guard satellite, which was scheduled to be
launched last week. The station, in coopera-
tion with the Navy, planned to present a
three-hour broadcast from aboard the blimp
when the satellite was launched.
NEW YORK • Although WOR and WOR-
TV here realize that local news is important,
it is only happenstance that two of its top
stories in the past two weeks have been
downright provincial. Two weeks ago, a
water main burst a block away from the sta-
tions' headquarters at Broadway and 40th
St., and the radio-tv outlets were able to pro-
vide colorful commentary and pictorial
coverage. Last Tuesday, a gas main exploded
on Broadway, only 20 feet from the en-
trance to the studios, and within minutes,
the development was carried on WOR. An
hour later WOR-TV provided film coverage
of the accident, in which two working men
were injured seriously and store windows
were shattered.
PARIS • Westinghouse Broadcasting Co. has
picked the NATO meetings next week as the
site of its first overseas news-gathering ac-
tivity, as WBC's Washington chief, Rod
MacLeish, prepares to feed spot and feature
material to 12 stations. News will originate
directly from the French capital by land
line with supplementary tape and film cov-
erage.
DENVER • Newsmen of KLZ-AM-TV here
stalked a pair of jailbreakers with police and
GATHERED around one of the cameras in the newly-completed studios of WMBD-TV
Peoria, 111., during an informal meeting for area admen last Monday, are (1 to r)
Robert O. Runnerstrom, vice president and manager of WMBD-TV; Robert F. Voss,
vice president, Mace Advertising Agency Inc.; A. R. Thomson, president, Thomson
Advertising Inc.; Marvin Hult, president, Marvin Hult & Assoc. Inc.; Charles C.
Caley, president, WMBD Inc., and Robert Flink, vice president, Ross Advertising.
WMBD-TV, CBS affiliate, intends to begin programming with the start of the new
year.
brought back words and pictures of a
wrecked getaway car, the subsequent foot
chase and capture of one of the fugitives.
The KLZ Radio show, Denver at Night,
climaxed running reports of the Nov. 27
incident by staying on the air an hour longer
than usual to extend coverage, while one ac-
cused killer remained at large. As the search
went on for the still missing convict, the sta-
tions featured continuing reports from police
headquarters on what has been called the
most extensive manhunt in Denver history.
HOPKINSVILLE • WKOA, ordinarily a day-
timer in thii Kentucky community, stayed
on the air overtime broadcasting flood in-
formation last month, while waters surged
about the studio. WKOA's downtown studio
building was itself 2Vi ft. deep in water. The
staff was marooned, but lines were main-
tained, and with FCC permission to extend
station hours for emergency service, the staff
and volunteer helpers stayed on the air until
10:30 p.m., Nov. 18. Spot reports from
listeners augmented those of WKOA news-
men, and flood coverage was fed to NBC
and other stations in Kentucky and Ten-
nessee.
TAFT • Engineers and newsmen of KTKR
Taft, Calif., are wondering how remote a
remote pickup can get. When two KTKR
mobile units followed a search party into the
woods looking for a child, they were unable
to establish contact with studios, but a
freak of reception put the units in contact
with KYES Corpus Christi, Tex. There an
operator relayed information between the
two KTKR mobile units and the base sta-
tion. As the units in California shifted posi-
tion in the woods, searching for a location
that might provide communication with
KTKR, one unit heard exchanges between
the KYES and KTKR base stations. The
KTKR remote crew cut in on the conversa-
tion, establishing direct communication, and
direct reports on both stations.
WASHINGTON • Advisers and old hands
all assured John Meyer of KXOK St. Louis
that he stood little chance of getting the
White House on the telephone when news
of the President's stroke was released. The
newsman tried anyway. He tried twice and
wound up with a minute-and-a-half inter-
view with Anne Wheaton, who at the time
was acting presidential press secretary. Five
minutes later the direct, beeper report was
on the air.
CLEVELAND • Ralph Mayher, news-camera-
man of KYW-TV Cleveland, is never with-
out his camera. When he happened on a
food market robbery last month, he was
ready to film a gun battle between six police-
men and five robbers. Mr. Mayher perched
on a ledge to shoot the violent scene, and
after police subdued the wounded robbers,
he rushed the dramatic footage back to
KYW-TV studios for quick processing and
broadcast.
Page 86 • December 9, 1957
Broadcasting
Young lady with strong local ties
The young lady threading a wire insulating machine
above is Lillian Robertson of Western Electric's plant
in Buffalo, N. Y. Lillian plays a part in the daily life
of many towns from Maine to California.
How? Well, the wire that Lillian is helping to make
is used in Bell telephone central offices everywhere
. . . helping to speed telephone calls. Thousands of
other Western Electric men and women are estab-
lishing local ties, too, as they rtiake the telephones,
switching equipment, wire and cable and other items
needed to make Bell telephone service possible.
Indeed Western Electric men and women who help
with the job of supplying the Bell System come in
touch with practically all of America. In doing this
they share with the Bell telephone companies the
common goal of providing good, dependable tele-
phone service at low cost.
Western Electric
MANUFACTURING AND SUPPLY
UNIT OF THE BELL SYSTEM
Broadcasting
December 9, 1957 • Page 87
STATIONS CONTINUED
in SHREVEPORT, La.
the STATION
f *
with the
HAS THE
VIEWERS
* 157,980 TELEVISION HOMES
IN KTBS-TV AREA. 13,120 more
homes and approximately 40,000
MORE VIEWERS than Station B.
* 136,860 HOMES REACHED
MONTHLY. 6,740 more homes
and approximately 20,000 MORE
VIEWERS than Station B.
131,870 HOMES REACHED
WEEKLY. 5,120 more homes and
approximately 15,000 MORE
VIEWERS than Station B.
* Latest Nielsen Survey
KTBS-7i>
CHANNEL
SHREVEPORT
LOUISIANA
E. NEWTON WRAY,
President & Gen. Mgr.
NBC and ABC
Represented by
Edward Petry & Co., Inc.
Page 88 • December 9, 1957
Mayor, Though Backing Radio-Tv,
Denies Them Entry to Ohio Court
Electronic media should be allowed in
courtrooms, Mayor Wilson Stapleton of
Shaker Heights, Ohio, said last week after
he had been forced to reverse a previous
decision that would have allowed KYW-TV
Cleveland to film a traffic court session. The
mayor presides as judge at the city's traffic
court.
The decision was reversed after the
Cleveland Bar Assn. termed the proposed
coverage "a violation of the canon of
judicial ethics."
Mayor Stapleton said, "Until bar asso-
ciations resolve their thinking on this point,
I must withdraw permission for tv coverage.
Personally, I feel that we should let every
type of media into the courtroom, even as
reporters can come in to report the court
activities. We should let the people see what
is going on in the courts and thus gain an
even greater respect for the courts. Further-
more, by showing to them the activities of
their courts, we will be realizing greater
educational values."
The program, Justice, was to have been
presented in connection with the Cleveland
celebration of "Know Your Law Week."
KYW-TV said it had tried to be the first tv
station in the Greater Cleveland area to
enter a courtroom while in session. The
Justice series is designed to enlighten the
Northern Ohio audience regarding court
procedure and activities.
15 Stations Join WRFM Campaign
To Promote Fm Radios for Cars
WRFM (FM) New York, originator of an
audience letter campaign to urge automo-
bile manufacturers to include fm car radios
as standard equipment, reported last week
it has been joined in the effort by 15 fm
stations throughout the country and by
United Fm Inc., Los Angeles.
WRFM and the cooperating stations are
scheduling 5-12 announcements daily en-
couraging listeners to write to automotive
VOTE . . . VOTE
A one-word injunction to "Vote!"
slipped into the stream of conscious-
ness of Atlantans last week, as WAKE
Atlanta tried a variation of the low-
level audio approach [Special Report
Dec. 2]. A continuous tape system
enabled disc jockeys to fade in repeti-
tions of the single-word announce-
ment thousands of times in a 36-hour
period, according to Morton J. Wag-
ner, executive vice president in charge
of the Bartell Group station, who sold
the idea to the Atlanta Coca-Cola
Bottling Co. Twice each hour the
company was identified as sponsor,
and listeners were reminded that vot-
ing is a democratic privilege to be
exercised by everyone qualified. Early
returns from the general election
Wednesday indicated a record turn-
out, according to Mr. Wagner.
MR. BEAUDIN
firms in support of an individual manu-
facturer. Announcements for manufacturers
are rotated to blanket the automotive field,
the station said.
Fm stations now participating in the fm
car radio drive include WKJF Pittsburgh;
KTRH-FM Houston; KONO-FM San An-
tonio; WGAU-FM Athens, Ga.; WJTN-FM
Jamestown, N. Y.; WEBQ-FM Harrisburg,
111.; WSVS-FM Crewe, Va.; WASH Wash-
ington, D. C; WITH-FM Baltimore; KRHM
Los Angeles; WSNJ-FM Bridgeton, N. J.;
KG LA Los Angeles; WXHR Cambridge,
Mass.; WCOU-FM Lewiston, Me.; WFLN
Philadelphia, and WRFM.
Ralph Beaudin Named KQV Head
As AB-PT Takes Over Officially
Appointment of Ralph Beaudin as vice
president and general manager of KQV
Pittsburgh [At Deadline, Nov. 11] was
announced formally last Thursday as Ameri-
can Broadcasting-Paramount Theatres of-
ficially took owner-
ship of the station.
AB-PT bought the
station, on 1410 kc
with 5 kw, from
Earl F. Reed and
Irwin D. Wolf Jr.
for about $700,000
[Stations, Oct. 28].
Leonard H. Gold-
enson, president of
AB-PT and also of
Allegheny Broad-
casting Corp., KQV
licensee which becomes an AB-PT sub-
sidiary, announced the appointment of Mr.
Beaudin to the Pittsburgh post. Mr.
Beaudin has been manager of WBNY
Buffalo, and before that was with KOWH
Omaha as an account executive and with
KOIL Omaha in a similar capacity.
Mr. Goldenson said AB-PT acquired
KQV "with a single aim: To make this
station the best in service to the people
of Pittsburgh." As one of the oldest sta-
tions in America, he said, "KQV has a long
and honored background. AB-PT will use
its full resources to build on this record to
make KQV the leader in its coverage area."
KQV, established in 1922, is the fifth
wholly-owned AB-PT radio outlet. The
others are WABC New York, WXYZ
Detroit, KABC Los Angeles and KGO San
Francisco. In addition AB-PT owns 50%
of WLS Chicago. In television it owns five
vhf stations.
KDKA-TV Films Trial in Pa.
Court films described by KDKA-TV
Pittsburgh as "the first ever taken during
a Pennsylvania trial" were shown on the
station Nov. 29 during the Bill Burns 11
p.m. newscast. The films were shot during
a Clarion County murder trial by Jerry
Agnew, KDKA-TV cameraman, with per-
mission of Judge Lloyd Weaver and the
defendant. Judge Weaver observed later that
the trial was not in any way impaired by
the presence of the photographer, who
used available lighting.
Broadcasting
"Certainly the new PRINTERS' INK
is a most interesting looking book,
and I am able to go through it
much more quickly than ever.
As a matter of fact,
the new format is similar
to the fast-moving pace of
our dynamic
home appliance industry."
— says Judson S. Sayre
President, Norge Division,
Borg-Warner Corporation
THE MAGA2
Top management executives like the exciting ur-
gency of the new PRINTERS' INK. Its fast-reading
pages geared to the whole field of marketing —"news
behind the news," significant trends, red-hot ideas.
Executives look to the new PRINTERS' INK for
dynamic on-the-spot stories of the week's big events,
the trends and developments interpreted so they can
relate the effects upon their business. They like its
selective, thought-provoking news magazine style —
its executive viewpoint. More than ever, they look
to PRINTERS' INK for ideas and techniques to help
solve today's knotty problems and push forward the
horizons of growth and profit.
PRINTERS' INK is the only publication doing this
complete job for American industry and the men in
advertising, selling and marketing.
This quality readership points up why PRINTERS'
INK is the best buy for you who sell to the national
advertising market. PRINTERS' INK delivers more —
by far — total executive circulation (ad manager to
president) among manufacturers than any other ad-
vertising publication.
Broadcasting
December 9, 1957 • Page 89
V
iBcjcctjtJk,
CHANNEL
I
Channel 7 rolls up its sleeves
behind solid programming and digs
in on merchandising and product
promotion that really pays off.
Give your marketing or distribution
problems the Channel 7 solution-
enthusiastic cooperation from
folks who know firsthand just
what makes this unique Miami
market tick. WCKT's plus services
deliver a promotional punch that
gets you greater returns per
TV dollar day after day.
Try WCKT now and discover why
Channel 7 makes TV a better buy
than meets the eye!
WCKT
CHANNELS
A
M I AM I, FLO Rl DA
Page 90 • December 9, 1957
STATIONS
CONTINUED
MR. MACHCINSKI JR.
Young Inc. Names Machcinski
To Head Radio Station Sales
Advancement of Stephen A. Machcinski
Jr. from general sales manager of radio and
television sales for
Adam Young repre-
sentative companies
to executive vice
president of Adam
Young Inc., radio
station representa-
tive, was announced
last week in New
York.
In his new post
Mr. Machcinski will
devote his entire
time to supervising
radio station sales. He joined Adam Young
13 years ago after earlier sales experience
with the Katz Agency, Headley-Reed rep-
resentatives, the New York Dailv News and
the J. Walter Thompson Co. He was ap-
pointed general manager of radio and tv
sales for the Young organization three
years ago.
Boiling Names Murphy in Dallas
Tom Murphy, formerly an account ex-
ecutive with Grant Adv., and salesman at
KRLD, both Dallas, has been appointed
sales manager of newly opened Dallas office
of Boiling Co., national radio-tv representa-
tive, according to George W. Boiling, presi-
dent. The new Dallas office, located in Gulf
States Bldg., is the sixth regional office of
Boiling Co. Others are located in New
York, Chicago, Los Angeles, San Francisco
and Boston.
KTRX (TV) Has Christmas Target
KTRX (TV) Kennewick, Wash., ch. 25,
expects to be on the air for Christmas to
serve the Tri-Cities area of Kennewick,
Pasco and Richmond, according to Law-
rence B. Krasner, vice president and west
coast manager of Forjoe-Tv Inc., the sta-
tion's national representative. KTRX' pres-
ent plans call for feature films to occupy
90% of the on-air time. The station has
purchased 1,900 films according to Mr.
Krasner, from the libraries of major film
makers.
WKTF Goes on Air in Virginia
WKTF Warrenton, Va., was scheduled for
special ceremonies to mark its first day of
operation last Saturday, according to an
announcement by Ray Curry, general man-
ager. WKTF is owned by Martha Rountree
and Ruth Montgomery and will operate on
1420 kc with 5 kw.
WPEG Broadcasting in Florida
Tom Carr, advertising agency owner and
broadcaster, has announced WPEG Arling-
ton, Fla., now is on the air, broadcasting on
1220 kc with 250 w, daytime. Ed Zegarske,
formerly in a managerial capacity at WHUB
Cookville, Tenn., is station manager. WPEG
is programming good music exclusively, ac-
cording to Mr. Carr, who also owns WDAT
South Daytona, Fla., and has agency offices
in Ponte Vedra Beach, Fla., and Atlanta.
HEALTHY SITUATION
WIRE Indianapolis reports that its
entire nighttime schedule from 8:30
p.m. to sign-off is sold out. The station
has placed emphasis on an hour of
classical and semi-classical music, fol-
lowed by slow-tempo popular music.
Note Beat, starting at 10 p.m., was
described as having a waiting list of
sponsors.
'Quality Stations' Rep Firm
Formed by WOR-TV's Ted Steele
The formation of Ted Steele Radio &
Television Station Representatives, New
York, to serve as sales representative for
a small group of "quality radio and tv sta-
tions throughout the nation," was announced
last week by Ted Steele, WOR-TV New
York personality.
Mr. Steele, who said he will continue his
daily two-hour daytime show on WOR-TV,
heads the new organization. Leonard H.
Levitt, sales director of The Ted Steele
Show, is vice president and general manager.
Offices are at 510 Madison Ave. Negotia-
tions with a number of prospective clients
are in progress according to officials.
Spokesmen said the move stemmed from
Mr. Steele's success in sales, management,
programming and production in the New
York area over the past 20 years. Billing on
his own tv-radio activities in New York is
estimated at more than $500,000 a year.
REPRESENTATIVE APPOINTMENTS
WREN Topeka, Kan., appoints George P.
Hollingbery.
WLOF Orlando, Fla., appoints James S.
Ayers Co.
WINE Buffalo and WLEU Erie, Pa., ap
point Radio-Tv Representatives, Inc.
WTMV East St. Louis, 111., appoints Weed
& Co.
WJBF (TV) Augusta, Ga., appoints George
P. Hollingbery.
KOZE Lewiston, Idaho, appoints Gill-Perna
Inc.
WJAM Marion, Ala., appoints Robert S.
Keller, N. Y.
CKAC Montreal, Que., appoints Weed &
Co. for U. S.
STATION SHORTS
WFBM-TV Indianapolis announces it has
begun installation of RCA TP7-A dual slide
projector, TP- 15 Multiplexer, TK26-A 3-V
Vidicon color camera, TK21-A . Mono-
chrome camera and two TP6-CC 16 mm
projectors.
KROC-TV Rochester, Minn, announces in-
crease of power from 100 kw to 240 kw.
WRTI-FM Philadelphia (Temple U.) an-
nounces it is now broadcasting 1-6 p.m. with
effective radiated power of 800 w.
Broadcasting
Now you can buy "live" television recordings
TV Stations are now taking delivery on Ampex "Videotape"* Recorders, and the long awaited "quality
revolution" is here. For these machines magnetically record TV pictures on tape with the full grey scale, and
playbacks look live!
This means your recorded programs and spots will be identical in quality to the original telecast. Your com-
mercials will have all the feel of "live camera," but without the danger of fluffs. And they can be recorded just
minutes before telecast time.
See the tremendous quality advance for yourself. Check those programs on the air now on "Videotape"* —
and compare.
Ampex
850 CHARTER STREET, REDWOOD CITY, CALIFORNIA
NEW YORK, CHICAGO, LOS ANGELES, DALLAS, WASHINGTON D. C, DETROIT, SAN FRANCISCO
*TM Ampex Corporotion
MANUFACTURING
CHANNEL 4-SI6HT
You don't have to be a Sher-
lock, nor do you need a glass
to magnify the resultant effect
of the use of Channel 4 in the
great Golden Spread.
More than 100,000 TV sets in
a vastly healthy and wealthy
market.
Power: Visual
Aural
100 kw
50 kw
Antenna Height 833 feet
above the ground
KGNC-TV
CHANNEL 4
CONTACT -
ANY
KATZ MAN
AMARILLO,
TEXAS
SLIGHT SET LAG EXPECTED IN '58
• N. Y. investment firm reports on manufacturers' outlook
• Forecast: 5% decline in tv output, narrower profit margins
Page 92 • December 9, 1957
Barring an unusual run on radio-tv sets
during the Christmas shopping spree, what's
the status of the receiver manufacturing
industry?
The prospects presented by Arnold Bern-
hard & Co., New York, investment ad-
viser, in "The Value Line" investment sur-
vey released last Monday: With disposable
income leveling off and unemployment
rising, replacement demand is likely to
falter in 1958; tv manufacturers already
have experienced a long recession during the
past two years; current prices of the stocks
"do not yet fully discount the lower profits
visualized for 1958;" sales now are down;
there's been an inventory readjustment and
a better supply -and -demand balance
achieved, but the industry "is at a level of
production well below capacity."
Seen for 1958: a 5% decline in tv set
production "in view of the developing gen-
eral business recession."
The survey reported "profit spreads . . .
may not deteriorate much below the 1957
level for some companies. This is likely
to apply especially in the television sec-
tion [of consumer durables] where factory
output has dropped to about 6.6 million
units this year from 7.4 million in 1956,
while retail sales declined only moderately
below 6.8 million units of 1956. However,
inventories of tv sets have been built up
again in the past two months in anticipa-
tion of a Christmas season bulge at retail."
The report warned: "If the new thin
models (made possible by the 110-degree
angle picture tube) do not sell well during
December, the industry will probably enter
a new inventory readjustment phase in
early 1958."
In the electrical industry's biggest volume
appliances, market saturation is high, ac-
cording to the investment adviser. For tv,
saturation is given at 80%.
Quick summary or highlights on indi-
vidual companies reported by the survey:
Admiral Corp. — "A cyclical recovery in
profits in the years ahead will likely be
accompanied by a wide price [of stock]
advance ... at best, stock may be expected
to yield 2.4% over the coming 12 months"
contrasted to average annual return of 4.2%
in past years.
Admiral's earnings reports are looking
better; its seven-year pattern of lower earn-
ings can be expected to be broken next
year; its increased prices and higher unit
volume in the higher-priced and higher-
margined table and console models should
more than offset a smaller volume of set
production.
Collins Radio — It is "isolated against the
ups and downs of civilian business cycles
by its heavy backlog of government orders.
Therefore the current general business re-
cession should have little effect on this com-
pany." (Collins Radio designs, manufactures
and sells specialized radio communication
equipment among many products — includ-
ing those used in defense).
Cornell-Dubilier Electric Corp. (a leading
manufacturer of capacitors) — The expected
drop in both tv set and auto production (8%
predicted) will hurt Cornell-Dubilier which
sells condensers and aerials to the tv industry
and radio aerials to automobile makers —
"lower sales in 1958 seem probable."
Allen B. DuMont Labs- — DuMont can
be expected to break about even next year.
The company suffered in recent months
when the demand was for lower-priced
portable sets in which DuMont doesn't
specialize; its $20,000 profit for the third
quarter was the first such showing since
the final three months of 1954. "Currently
operating at a break-even point and paying
no dividend, the [DuMont] stock is an out-
right speculation on the success of manage-
ment in developing earnings in the future."
Emerson Radio — This company com-
pleted its fiscal 1957 (ended Oct. 31) with-
out paying a dividend — "an abrupt break
in the 14-year cash dividend record." Though
its financial position is satisfactory, the com-
pany may have done little better than break
even in 1957 and has little hope condi-
tions will improve in the next 12 months.
Sales of Emerson radios apparently did
well but the tv line (as well as air-condi-
tioners) was down. An expected bulge in tv
set sales last Christmas did not come about
and Emerson's inventory was a large hang-
over in the market during much of 1957.
General Electric Co. — "Ranks with the
bluest of the blue chips. It does 22%
of the business in one of the real growth
industries. . . . We project a 40% increase
in profits and in dividends over the next
three to five years." GE's record profits
achieved this year "may prove a temporary
peak," profit margins can be expected to
weaken as sales slip.
Hoffman Electronics — Its "reputation for
quality electronics is growing rapidly • • •
earning power should expand in the years
ahead." One of its divisions makes radios,
phonographs and tv sets, another semicon-
ductors. Estimate: $40 million sales this
year, $48 million next year.
Magnavox — "Reported record sales and
earnings for its recently completed fiscal
year (ended June 30), a remarkable show-
ing since the industry as a whole has been
experiencing hard times." Primarily respon-
sible for the sales gain was a near 20%
increase in tv set sales and doubling of
hi-fi phonograph sales. Net income increased
21% in the period, though the profit margin
narrowed from 10.6% in fiscal 1956 to
9.4% in fiscal 1957. Prediction: Moderate
increase in sales and earnings for the full
fiscal year.
Motorola — This firm is one of the largest
auto radio manufacturers (important com-
petition is from General Motors' Delco
Div.) and traditionally has supplied one-
Broadcasting
He forgot that "Scotch" is a brand name for tape!
It's easy for all of us to fall into bad habits!
While we welcome the mention of our product
on your programs, we ask that you respect our
registered trademark. If it is impossible for you
to use the full name correctly: "SCOTCH"
Brand Cellophane Tape, or "SCOTCH" Brand
Magnetic Tape, etc., please just say cellophane
tape or magnetic tape. Thank you.
MINNESOTA MINING AND
ST. PAUL 6,
MANUFACTURING COMPANY
MINNESOTA
Broadcasting
December 9, 1957 • Page 93
MANUFACTURING continued
half of radios used by Ford and Chrysler
and all used by American Motors. Though
tied to the fortunes of the auto industry,
Motorola's radio sales also depend on
whether the percentage of new automobiles
sold are radio-equipped. Thus far, this per-
centage has been on the rise. It has
strengthened position in tv set making, its
production deadlines have not been as great
as the average for the tv industry.
Philco — According to a company spokes-
man: sales of 1958 tv models already intro-
duced and of radios and hi-fi are "quite
satisfactory"; air conditioning and color
tv, however, "disappointing." Philco is not
producing a color set at present. Its third-
quarter net income was more than six times
greater than the similar period of a year
previous; profits in the first nine months
almost tripled the level of before, but earn-
ings totals are "still very low relative to
the pre- 1956 experience."
RCA — Broadcasting activities account for
about 25% of over-all volume and provide a
steady source of income "year in and year
out." NBC-TV apparently has gained in
"competition for prestige shows . . . ex-
panded its share of tv audience during the
current season," but "expenses of color
shows are substantial." Though RCA has
been promoting color almost single-handed,
"mass acceptance still seems at least a year
removed." Manufacturing provides 72% of
total sales, shipments to the government
about 30%. Introductory color expenses
seem to be largely at fault for a drop in
RCA"s profit margin even though sales have
increased.
Prediction: tv set sales in 1958 may dip
below the 1957 level in sympathy with the
estimated slippage in consumer expenditures
on durables. But records and hi-fi are "hot"
items at present. RCA's dollar sales, aided
by selective price advances already made,
will rise slightly next year, and, despite a
probable lower profit margin, net income
will hold within 10% of the 1957 level.
"RCA is expected to give a better-than-
average market performance during the
coming year."
Raytheon Mfg. — Despite recent improve-
ment in management, "Raytheon stock has
little to recommend it at present." Company
plows back much of its earnings because of
rapidly expanding sales in past years, but
the importance of government orders to the
firm means the expected business recession
probably will not curtail Raytheon's sales
next year. Prediction: estimated 6% profit
margin for 1958, slightly higher than the
depressed 1956 margin.
Sylvania Electric Products — Tv industry's
inventory of tv picture tubes at the end of
September was 32% below the figure of a
year ago. Reasons: production schedules
were cut early in year and output geared
closely to retail sales, and new 110-degree
picture tubes caused old style tubes to be
cleared out. Sylvania has benefited from this
thin picture tube acceptance. Factory unit
sales were up. Sylvania stock "appears to be
an excellent vehicle for longer-term" buys.
Westinghouse Electric — Combined with
GE, Westinghouse accounts for about one-
third of the entire electrical equipment in-
dustry's production. Consumer durables are
the problem area of the industry and "con-
sumer lines threaten to remain troublesome
in the year ahead." Its stock (at about the
same price level as competitor GE)
"appears to offer somewhat better current
value . . . [but]relative to all stocks, West-
inghouse has no more than average invest-
ment appeal at this time."
Zenith Radio — It shipped 11% more tv
set units in the first nine months of the year
than the period of a year ago (but industry
was down 14% ). "Feather in management's
cap": winning an out-of-court settlement
from RCA in anti-trust suit ($10 million in
damages, payable $1 million a year). Pre-
diction: "Because the long post-war rise in
disposable income is expected to level off
in 1958 for the first time since 1954, we
tentatively estimate lower volume and a
slightly narrower profit margin next year."
McDonald Reveals Zenith Plan
To Reincorporate, Split Stock
Zenith Radio Corp. plans a corporate re-
organization, moving its legal site from
Illinois to Delaware and calling for a two-
for-one stock split, Comdr. E. F. McDonald
Jr.. president, has announced following ac-
tion by the board of directors. The plan,
to be considered by stockholders early next
year, is intended to broaden Zenith's owner-
ship base, boosting the number of author-
ized shares of stock. Zenith stock, which
consistently has been selling at over $100
per share, closed on the New York Ex-
change at the time of Comdr. McDonald's
announcement Nov. 27 at $126 (up $9
after a $6 drop the day before). With Dela-
ware reincorporation, Illinois capital stock
tax is non-applicable and the firm could
issue non-voting preferred stock. Quarterly
dividends on new stock are expected to be
50 cents per share (equivalent to $1 on
present stock). Zenith directors also ap-
proved extra and special dividends out of
1957 earnings.
RCA Working on New Designs
For Fm, Multiplex Equipment
Development of new-type fm broadcast
transmitters and complementary multiplexing
equipment was announced last week by E.
C. Tracy, manager, RCA broadcast and tv
equipment department. The fm multiplexing
equipment is currently undergoing experi-
mental testing in conjunction with WCAU-
FM Philadelphia, according to Mr. Tracy.
"Test results obtained to date," he said,
"indicate that equipment designs are in a
near-final stage and that RCA, by late
1958, will have on the market complete
fm transmitters designed for multiplex op-
eration."
Planned for RCA's new fm broadcast
transmitter line, according to Mr. Tracy,
are: a 10 w exciter-transmitter (Type BTE-
10B); a 250 w fm transmitter (Type BTF-
250B); a 5 kw fm transmitter (Type BTF-
5B), and multiplex sub-carrier generator
equipment for use with RCA multiplex
exciters. The equipment reportedly will be
RETIRE
tonight calm and peaceful in the knowledge that you
bought time on the consistently proven #1 TV station
(KJEO-TV) in the fabulously rich Fresno and San Joaquin
Valley market. Consult your Branham man now for
further fascinating details. We GUARANTEE you'll
save your energies . . . get more for your monies . . .
on KJEO-TV Fresno. ACT TODAY!
Page 94 • December 9, 1957
Broadcasting
KTSA, SAN ANTONIO - -
Split Second Timing With Four Gates CB-lOO
Three Speed Turntables
Tight music programs are no problem for KTSA, San Antonio, one of the McLendon stations. A custom-
built Gates CB-4 desk with four CB-100 three speed turntables permits split second timing and "on the
nose" programming . . . while one turntable is on the air, three are standing by with records cued. This
means perfect continuity in any situation.
Other progressive stations across the nation are calling on Gates for special custom-built audio systems.
Whether a custom made turntable installation for one of Texas' top stations, or the huge master control
console for the Voice of America, Gates is ready to put its experience and know-how to work for you.
Call Gates first for all your equipment needs, including custom-built systems manufactured exclusively
for your station.
GATES RADIO COMPANY, Quincy, III., U.S.A.
MANUFACTURING ENGINEERS SINCE 1922
OFFICES — NEW YORK - WASHINGTON D. C. - LOS ANGELES - HOUSTON - ATLANTA
INTERNATIONAL DIV., 13 East 40th St., New York City — In Canada, CANADIAN MARCONI COMPANY
BROADCASTING
THE BUSiNESSWEEKLY OF TELEVISION AND RADIO
Special Holiday Rates
ONE YEAR SUBSCRIPTION
52 WEEKLY ISSUES-$7.00
EACH ADDITIONAL GIFT— $6.00
Please send 52 issues of BROADCASTING as my gift to:
title/ position
company name
*7
.00
street & number
city
state
Sign gift card.
title/ position
company name
*13
.00
street & number
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to
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all orders will be checked, in the event of duplication you will be notified immediately
>-
<
o
] I enclose $
] please bill
# BROADCASTING Subscription Department • 1735 DeSales St., Washington 6, D. C.
Page 96 • December 9, 1957
MANUFACTURING continued
designed for use with many fm broadcast
transmitters now in operation.
"Although it is not possible to estimate
equipment prices at this early stage," Mr.
Tracy said, "we have every reason to believe
that our new fm transmitters will design-
out to prices lower than those of fm trans-
mitters manufactured by RCA a decade
ago."
Radio Set Business Up,
Tv Down From Last Year
Both production and retail sales of radio
receivers are running 10% over 1956, ac-
cording to 10-month figures issued by Elec-
tronic Industries Assn. (formerly RETMA).
Production and sales of tv sets, however,
are running under last year.
Output of radios totaled 11,945,534 sets
in the first 10 months of 1957 compared
to 10,884,760 in the same 1956 period.
Auto radios accounted for 4,362,091 in the
1957 period compared to 3,607,911 in 10
months of 1956. Total radio output in
October amounted to 1,569,180 sets com-
pared to 1,348,864 for the same month in
1956.
Tv production totaled 5,251,158 sets for
the first 10 months of 1957 compared to
6,080,052 in the same 1956 period. October
tv output totaled 661,994 sets compared to
820,781 in October 1956. Of the 661,994
October sets, 83,372 had uhf tuners com-
pared to 131,243 in October 1956.
Retail sales of radio sets totaled 6,764,221
units in the first 10 months of 1957 com-
pared to 5,990,718 in the same month a
year ago. Retail radio figures do not in-
clude auto sets, most of which move directly
to the automotive industry. October radio
sales totaled 923,849 compared to 585,666
in the same 1956 month.
Retail tv sales totaled 5,024,670 in the
first 10 months of 1957 compared to 5,287,-
199 in the same period of 1956. October tv
retail sales totaled 572,589 sets compared
to 683,573 in the same month a year ago.
Following are tv and radio set produc-
tion figures for October and the first 10
months of 1957:
February
March (5 wks
April
May
June (5 wks)
July
August
September
(5 wks)
October
TOTAL
Following are retail sales of tv and radio
sets (not including auto radios) for the
first 10 months of 1957:
Television Sales Radio Sales
January
February
March (5 wks)
April
May
June (5 wks)
July
August
September (5 wks)
October
TOTAL
Television
Auto Radio
Total Radio
) 450,190
521,624
1,085,529
464,697
522,859
1,264,765
) 559,842
597,532
1,609,073
361,246
380,452
1,115,813
342,386
396,151
1,023,771
543,778
416,058
1,088,343
360,660
256,279
612,588
673,734
301.971
965,724
832,631
446,419
1.610,748
661,994
522,746
1,569.180
5,251,158
4,362,091
11,945,534
623,359
563,363
525,437
525,029
534,115
730,584
337,965
543,092
399,757
547,480
389,770
729,421
426,294
597,484
510,097
710,553
, 705,247
893,366
572,589
923,849
5,024,670
6,764,221
Broadcasting
Jim Reeves was manning one of Mobil's
drilling-rig-to-shore radios in Sabine Pass,
Texas, when Hurricane Audrey barreled in. He
flashed orders to the men on the Gulf: "Lash
down equipment! Abandon drilling platforms!"
Then Reeves could have left. He didn't. He
stayed to help others. All night long, as the hur-
ricane mounted and rising waters threatened to
maroon him, he carried or led dazed and fright-
ened youngsters and adults to safety.
Just as he was about to call it a night, he got
a call for help from a grandmother cut off with
her two small granddaughters. Floodwaters al-
ready swirled above floor level of their one-
story home. Screaming winds hurled heavy
branches and bits of debris through the air.
Power lines snapped like whips.
Reeves plunged into water up to his waist to
fight his way to the stricken house. He tied the
little girls together. Then, cradling them in one
arm, and supporting the grandmother with the
other, he struggled back to safety.
Jim Reeves typified oilmen throughout that
storm-swept area. And the story has been the
same before, in tornadoes, flash-floods and bliz-
zards.
Knowing how to battle disaster gets built into
oilmen. In finding, producing and moving oil,
they learn how to cope with nature in her trick-
iest moods.
And, they have the heart.
Mobil
OCONY MOBIL OIL CO., INC.
Leader in lubrication for 91 years
Broadcasting
December 9, 1957 • Page 97
MANUFACTURING continued
APRIL VTR DELIVERY
PROMISED BY AMPEX
• Color attachment announced
• Speed-up enables new orders
Announcement that Ampex Corp. will
complete delivery of all videotape recorders
on order for tv stations by April, in time for
DST operation, and now will take orders for
additional deliveries starting that month
was made Tuesday by George I. Long,
Ampex president. Concurrently, Mr. Long
also announced that orders are being taken
for a new unit which will enable the Ampex
monochrome recorder to handle color tv
programs and that stations now may acquire
the tv recording apparatus on a lease basis
as well as by outright purchase.
The trifold announcement was made in an
all-day series of conference calls placed by
Mr. Long from Ampex headquarters in Red-
wood City, Calif., to the owners and man-
agers of more than 500 tv stations (all that
are licensed) in the continental United
States, Alaska, Hawaii and Puerto Rico. A
telephone company official was quoted as
calling the Ampex order the largest ever re-
ceived for a conference call.
Until Mr. Long's announcement that the
$4.5 million backlog of orders for more
than 100 units of the production model
VTR would be filled by April, it had been
anticipated that filling these orders would
take at least a year from the time the first
unit came off the production line last month
for delivery to KING-TV Seattle [Manu-
facturing, Nov. 25]. Most of the orders
from tv stations have been on the Ampex
books since the April 1956 NARTB con-
vention in Chicago, where the company's
process of recording tv programs on tape
was first demonstrated to station owners
and executives [Manufacturing, April 23,
1956]. The only orders filled before last
month were those placed by the tv networks
for prototype units, priced at $75,000 apiece,
appreciably higher than the $45,000 price of
the production units ordered by individual
stations.
The new Ampex color recording attach-
ment is completely compatible with the
black-and-white recorder, Mr. Long said.
Orders now are being accepted, he said, for
prototypes of the color device at $29,000
each, with deliveries to begin in June. The
announcement, following that of an agree-
ment for exchange of patent licenses be-
tween Ampex and RCA [At Deadline, Oct.
14] indicates almost a certainty that on
tape, as well as on the air, there will be
full compatibility between color and mono-
chrome and that the industry will be united
behind a single system of television tape
recording.
Speaking of the new color recording
equipment in a talk to the Seattle Adver-
tising Club, meeting Tuesday in Studio A
of KING-TV, Neal K. McNaughten, man-
ager of the professional products division
of Ampex, emphasized that there is no me-
chanical change to the black-and-white re-
corder. Color conversion is accomplished
electronically by the addition of a single
rack of equipment to any VR-1000, plus
Page 98 • December 9, 1957
minor connection changes. "This means,"
he said, "there is no need for a station to
wait for a machine built from the ground
up as a color recorder. This station can
have a VR-1000 production recorder now
and benefit from all the economies of its
use for black-and-white. Furthermore, the
station can explore the many possibilities
of videotape recording at the earliest possi-
ble moment, and simply expand its use to
include color when this accessory is needed."
Asked if Ampex expects to sell many of
its color conversion prototypes to tv stations,
Robert Paulson, sales manager, answered no.
Chief significance of the color equipment
on the station level, he said, will be in
monochrome VTR sales to stations which
have held off ordering black-and-white
videotape recorders for fear that when color
came along, it might prove necessary to
scrap the monochrome unit and install com-
pletely new recording apparatus. These in-
dependent stations, he added, for the most
part don't need color recorders yet and
might as well wait for the development of
production color units, which he estimated
would be priced at about $20,000. appreci-
ably less than the $29,000 cost of the proto-
types now being offered. "Instead of worry-
ing about color", Mr. Paulson said, "these
stations should install two black-and-white
VTR machines now and convert them for
use with color when necessary. That's what
we're trying to sell them on doing, as being
both more efficient and more economical."
Amplifying the third phase of Mr. Long's
conference call, regarding the availability of
Ampex videotape recording equipment on
lease as well as by purchase. Mr. Paulson
said that arrangements had been made with
U.S. Leasing Corp. for leasing Ampex
equipment to stations. Rentals, he said,
would start at about $1,175 a month for a
single production model black-and-white re-
corder (VR-1000). compared with the sale
price of $45,000 for the unit. Rental of a
single videotape recorder plus the color
attachment would be about $1,875 a month,
he said.x
In his talk to the Seattle Advertising Club,
Mr. McNaughten pointed out that already
CBS-TV has eliminated all east-to-west live
nighttime telecasting, utilizing videotape "to
completely parallel its east and west sched-
ules and adjust them to compensate for dif-
ference in east-west audience peaks ... It
is our understanding that other networks
will be bringing the same service as soon
as sufficient Ampex equipment is available,"
he said. He added: "Besides using videotape
for delaying programs, the networks are now
putting some of their shows on tape in
advance for playback at a later time."
Similarly, Mr. McNaughten commented,
"the independent station will be able to tape
locally-produced shows, for later presenta-
tion at a cost well below that of film. It will
also be possible to cover news and special
events without the necessity of going to
film. An important use for the videotape
recorder for some stations will be the audi-
tioning of local shows for clients. The over-
all cost will be well under that for film, and
the client will be able to see the show on a
video screen, thus seeing it as it would be
telecast. This applies to the preparation of
commercials, as well.
"The flexibility of videotape in permitting
instant playback can be quite useful and
valuable to the independent station. For
example, the station can pick up live com-
mercials on location, perhaps a sponsor's
store promotion or an on-the-spot look at
used automobiles on the showroom floor,
and play them back the same day.
"During the peak loads of live program-
ming, scheduling is often so difficult that
potential business is turned away or done
awkwardly. With tape, it is possible to sched-
ule production of programs and commer-
cials efficiently and smoothly — minutes,
hours, or even days before broadcast. There
will be benefits all the way around. Sponsors,
agencies, performers, camera crews and sta-
tion executives will learn what it is to have
results immediately confirmed while the cast
and crew are standing by. Production costs
will be lowered, and both station and agency
personnel can get off tranquilizers and back
on to aspirins.
"We are often asked about splicing and
editing videotape. It is entirely practical to
splice program segments together or to in-
sert a commercial in a program. I would
like to comment that splicing is a technique
but not a difficult one which can be quickly
learned and executed. We are certain that
experience will develop applications of this
splicing technique in many areas of televi-
sion programming.
"Another frequent question concerns dub-
bing, transferring information from a re-
corded tape to another tape. This is defi-
nitely practical where a limited number of
copies are required. At the present time,
duplication is done on a one-to-one basis.
To make three duplicates of a one-hour
show would require two machines and three
hours, or four machines and one hour. A
high-speed duplication system is certainly
required and is a natural assignment for our
research and development engineers," Mr.
McNaughten said.
DuMont Reorganizes Structure
Of Research, Development Labs
Organization of the Research and De-
velopment Div. of Allen B. DuMont Labs
into eight specialized laboratories under
centralized control and direction was an-
nounced Thursday by Robert T. Cavanagh,
director of the division.
Laboratories established are an advanced
development group under Richard C.
Palmer, a systems lab headed by Robert
Wakeman, the communications and radar
laboratory under William Sayer, the data
and display laboratory under Robert
Deichert, military television lab under John
Auld, a nuclear instrumentation lab directly
supervised by Mr. Cavanagh, a mechanical
laboratory under Ludwig Zucker and a com-
mercial receiver lab under Bernard Amos.
DuMont research and development labora-
tories are located in East Paterson, N. J.
Mr. Cavanagh also announced that
Hambert Pacini, most recently in charge of
television receiver engineering with DuMont,
had been named associate director of the
division for technical operations.
Broadcasting
Planning a Radio Station ?
RCA presents
3 basic plans to
meet all
requirements I
/
These versatile plans illustrate how the very latest
equipment can be arranged to perform efficiently
with a minimum of capital and personnel. Since
programming requirements vary, three basic plans,
representing three specific categories of operation,
are provided.
Plan "A" is for a typical small station and requires
a minimum investment. A "combined" studio-
transmitter operation contributes to its overall
efficiency.
Plan "B," also is for a "combined" operation, but it
provides additional facilities to allow for announce
booth and other local program material. A typical
c
community station of moderate size, it meets the
widest range of applications.
Plan "C," with separate studio and transmitter loca-
tions, is functionally designed for big city operation.
It highlights the advantages of a spacious two-
studio station.
Building layouts, together with a discussion of
equipment requirements and current trends, are
included in a new Brochure. For your free copy,
write to RCA Department AB-22 Building 15-1,
Camden, N. J. In Canada: RCA VICTOR Com-
pany Limited, Montreal.
your first source of help in station planning
Tmk(s) ®
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT
CAMDEN, N. J.
Broadcasting
December 9, 1957 • Page
MANUFACTURING continued
EDUCATION
Services Held for RCA Official
Funeral services were held Friday for
Harry F. Randolph, 57, manager, receiving
tube operations, RCA Electron Tube Div.,
who died Tuesday of a heart attack in
Harrison, N. J. Mr. Randolph, with RCA
since 1932, was responsible for all aspects
of the development and manufacture of all
receiving tubes produced by the RCA
Electron Tube Div. He lived at Glen Ridge,
New Jersey.
Joining RCA as a foreman at the Harri-
son Tube Div. Plant, Mr. Randolph served
in increasingly responsible posts in various
tube manufacturing divisions. Among his
assignments were those of supervisor of
construction of the RCA tube plant in
Lancaster, Pa., plant manager of RCA
Victor Div. plant, and general plant man-
ager for all RCA tube division plants. He is
survived by his wife, a brother and a sister.
Dynair Operating at New Plant
Dynair Electronics Inc., which entered
the accessory tv equipment field some weeks
ago, has moved into its new plant at Gilles-
pie Field, near El Cajon, Calif., according
to an announcement by E. G. (Garry) Gram-
man, president.
The firm is offering such specialized and
modified standard products as closed-circuit
transmitters, c-c wideband transmitters and
demodulators, video line and distribution
amplifiers and electronically regulated
power supply equipment.
Mr. Gramman, who handles Dynair ad-
ministration and sales, formerly was a mem-
ber of the sales and marketing department
of Kin Tel Div. of Cohu Electronics Inc.,
San Diego, Calif., and Allen B. DuMont
Labs. Vice president and head of engineer-
ing and production is L. G. Schlicht, former-
ly in the engineering department of Kin Tel.
V. R. Woolington is secretary-treasurer of
the new firm.
Midwestern Buys Calif. Firm
Midwestern Instruments Inc., Tulsa,
Okla., which recently acquired Magnecord
Inc., also has purchased Data Storage De-
vices Co. (magnetic recording heads), Van
Nuys, Calif., and installed Francis A. Oliver,
its former owner, as vice president of the
new Data Div. headquarters in Tulsa. Mid-
western bought the entire assets of Data
Storage for an undisclosed sum, partly in
cash and common stock, according to M. E.
Morrow, Midwestern board chairman. All
Data personnel will move to Tulsa, it was
reported. Purchase was another step in Mid-
western's electronics expansion program and
attributed to growing requirements by the
Magnecord Div. for magnetic heads.
MANUFACTURING SHORTS
Sarkes Tarzian Inc., Bloomington, Ind., re-
ports delivery of Vidicon camera equipment
to Wayne State U. and WBPZ-TV Lock
Haven, Pa., and complete studio equipment
to KXLJ-TV Helena, Mont.
Shure Bros., Evanston, 111., announces its
Model 12 Studio Dynetic phonograph tone
arm and cartridge (designed for installation
where space is limited) includes same one-
gram needle pressure and reproduction
characteristics of Model-16 but is 3Mj
inches shorter and handles records up to
12 inches, compared to 16-inch transcrip-
tions in Model M-16.
H. H. Scott Inc., Maynard, Mass., an-
nounces new features have been incor-
porated into its Model 99-D amplifier, in-
cluding front panel speaker selector switch
for choosing between two speakers and tape-
monitoring switch for monitoring while
recording. Additionally, all tape recording
jacks are accessible on rear panel.
Jack Kaufman, co-founder-general manager,
Lewis & Kaufman Ltd. (electron power
transmitting and special purpose tubes), Los
Gatos, and executive vice president of parent
company, International Glass Corp., Culver
City, both California, announces opening
of office in San Mateo, Calif., for personal
representation of manufacturers' products.
Foto-Video Labs Inc. (tv equipment), Little
Falls, N. J., announces acquisition of 10,000
sq. ft. plant in Cedar Grove, N. J.
Webcor Inc., Chicago, announces 25 cent
dividend, representing 15 cent quarterly
dividend, plus 10 cent year-end extra, pay-
able Dec. 28 to stockholders of record
Dec. 15. It marks first cash dividend by
Webcor since June 1956.
Digges Hits Eggheads,
Praises Commercial Tv
Commercial broadcasters are the ones
largely carrying the ball for educational tele-
vision, while "intellectuals" criticize tv loud-
ly and blindly and "run the other way"
whenever they have a chance to be helpful,
Sam Cook Digges, general manager of
WCBS-TV New York, asserted last week.
He made it clear that he didn't mean this
was true in all cases, but said it was true
too often.
Addressing the Metropolitan College Pub-
lic Relations Council in New York last
Thursday, Mr. Digges said television "has a
tough problem in getting through to many
intellectuals" because they either won't
watch or, if they do watch occasionally, be-
long to the cult that deems it fashionable
publicly to ignore — or to offer blanket crit-
icism of — television."
He said that "inaccurate, irresponsible
blanket criticism" often is circulated "by
the very people who can, directly or indi-
rectly, make the greatest contribution to
television." He continued:
"We're being damned by the people who'll
be damned if they'll watch television to find
out if there's anything good . . . and who'll
be damned if they'll do anything to improve
what, for them — although they have no first-
hand knowledge of it — is intolerable."
Mr. Digges said "This unfair, uninformed
criticism can — and does — have a devastat-
ing effect. Some educators are reluctant to
move in an atmosphere of this kind. Broad-
casters often find themselves stymied by
this reluctance in spite of their own desires.
The inevitable result: less effective and less
educational television."
He said he once "had something of an
inferiority complex" about what commercial
broadcasters were doing for educational tel-
evision— but no more. "Today," he asserted,
"except in too few cases, it is the commer-
cial broadcaster who is supplying much of
the action . . . the money . . . and the
courage in behalf of educational television."
Mr. Digges praised New York's Metro-
politan Educational Television Assn. for its
courage in proceeding with a program,
"The Faces of War," on WCBS-TV about a
month ago despite the fact that the New
York Public Library, which helped prepare
it, elected at the last minute to disown it.
Actually, he said, just one man was behind
the library's action, yet pressures developed
to have the program killed altogether.
He also cited New York U.'s courage in
presenting a number of programs in cooper-
ation with commercial stations, including
the early-morning (6:30-7 a.m.) Sunrise
Semester course on WCBS-TV. "While oth-
ers have talked," he said, "NYU has acted."
Mr. Digges also urged educational in-
stitutions not to be "too conservative" in
their thinking about educational tv, and
called for better communications — mutual
understanding — between educators and
broadcasters.
"I have always considered the Madison
Ave. jungle a pretty tough place," he said.
"The jealousies, the politics, the business
rivalries are nothing on Madison Ave. com-
Broadcasting
1
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
CINCINNATI, OHIO
STATION
WC KY
On the Air everywhere 24 hours a day— seven days a week
Page 100 » December 9, 1957
3
The color film that changed the standards of
still photographers everywhere is now available
as a 16mm motion picture stock.
SUPER ANSCOCHROME 16mm FILM
Daylight-exposure index lOO
• This premium color emulsion, widely accepted and acclaimed in
still work, has been made available in 16mm width for motion
picture photography. Its speed of 100 makes it the most
useful film for all phases of cinematography where speed and
superb color rendition are called for. Super Anscochrome's
improved curve conformity, characteristic of all Anscochrome
emulsions, provides a color balance that has never been
achieved in any other color film. It combines high speed, good
latitude, clean highlights and superior shadow area penetration —
all so desirable in available light cinema-reportage as well as
routine work where a reserve of speed is needed. And Super
Anscochrome's high speed does not mean a loss of quality. Its
design is such that the speed becomes an added feature to the
already outstanding characteristics of Anscochrome emulsions.
Ansco, Binghamton, New York. A Division of
General Aniline & Film Corporation.
Ansco
Super Anscochrome
1 16 mm Film !
Broadcasting
December 9, 1957
Page 101
an
apple for the
sponsor, too!
Miss Sally's Romper Room,
delight of the small fry set in
Washington, is the apple
of the advertiser's eye, too . . ,
because it produces rich
fruits in the way of adult
response, by way of moppet
demand. Romper Room
(11 a.m. to noon weekdays)
has room for a few more
apple-seeking advertisers
who want results.
EDUCATION
CONTINUED
§
real lively daytime
programming
wmal-tv
channel 7 Washington, D. C.
AN EVENING STAR STATION \jL
Represented by H-R Television, Inc.
CBS
ABC
NBC
the 0 for SPOTS
afternoon and nighttime
'ETK-MSO-TV
MISSOULA, Montana
affiliated with KGVO radio
MOSBY'S, INC.
pared to those I find among and within
the jungle of educational institutions. The
many factions . . . the many different in-
stitutions . . . would do well to consider the
problem of educational television from the
standpoint of the overall problem. Anything
that is good for educational television can
only benefit individuals and institutions
truly interested in more and better educa-
tional television."
Mr. Digges added "It's a plain, well-
established fact that educational institutions
and commercial broadcasters can work to-
gether . . . many broadcasters and educators
who have cared to explore the matter have
found each other ready, willing and able
to cooperate in telecasting educational pro-
grams."
WCBS-TV has found, he reported, that it
can best serve educational institutions with
15-minute and especially 30-minute pro-
grams. He also paid tribute to "the pro-
fessionals in the business who are associ-
ated with educational institutions," asserting
they "are doing an excellent job and are
contributing so much to the betterment of
the industry and the general public."
He called upon the College Public Re-
lations Council members to use their in-
fluence to "change the dim outlook for edu-
cational television to a bright outlook," and
outlined approaches that educational in-
stitutions might take in getting programs
on commercial stations.
Chicago Educational Outlet
In Drive for Added Funds
WTTW (TV) Chicago still lacks $340,-
000 to finance the third year of its non-com-
mercial, educational video operation.
That's the goal set by Edward L. Ryerson,
president of the licensee Chicago Educa-
tional Television Assn. and local industrial-
ist, in a financial report released last week.
The station's proposed operating budget
is $735,000, with an estimated $550,000 to
be derived from "earned self-support," large-
ly through production contracts and services.
It still needs $235,000 through community
contributions, plus an additional $105,000 to
sustain WTTW's recent studio expansion and
power boost from 56 kw to 278 kw. Cam-
paign for special gifts is under way.
Journalism Grads in Demand
Out of 85 journalism schools and depart-
ments checked in the annual survey of place-
ment and job opportunities by Journalism
Quarterly, 80 reported "inability to fill job
offers," according to an announcement from
the U. of Oregon, whose journalism school
dean, Charles T. Duncan, has conducted
the survey for the past five years. The de-
mand for graduates of journalism schools
and departments in some cases exceeds the
supply by a ratio of three-to-one and higher,
it was noted. Starting salaries in the field, for
the country as a whole, averaged out at
$76.96 per week for men and $66 for
women, compared to $72.98 and $61.80
last year.
Page 102 • December 9, 1957
INTERNATIONAL
Six Million Homes by Sept. '58
Seen for British Commercial Tv
Commercial television in Great Britain
should reach six million homes by Septem-
ber 1958, according to Television Audience
Measurements Ltd. TAM, which is the
British tv industry's officially recognized
audience tallying service, makes this pre-
diction in its just-released report on the first
two years of commercial television in Brit-
ain.
The six million figure will be approxi-
mately two million homes above the Sep-
tember 1957 TAM count of 4,185,000
homes. The projection also includes sets
expected to be in range of the Independent
Television Authority's planned stations for
South Wales-West England and the Central
Southern sector of England. ITV currently
operates five transmitters.
The report, similar to that issued by
E.P.H. James of A. C. Nielsen Co. [Inter-
national, Dec. 2] paints an even brighter
future for Britain's commercial tv.
Among other features of the report, TAM
points out that the viewing average per day
per home rose from 7Vi hours in September
1956 to 3 hours in September 1957 and
that the number of commercials during
ITV's second year increased to 1,900 per
week.
Canadian Tv Sets Hit 1957 Peak
Canadian television set sales in October
reached 70,537 units, the highest for any
month of 1957, H. W. Jeffery, president of
the Radio-Electronics-Television Manufac-
turers Assn. of Canada, has reported. Sales
for the first ten months of the year, however,
were 27% lower than for the same period
of 1956. Total sales for the calendar year
are expected to be about 475,000 sets, com-
pared with 613,000 in 1956.
Mr. Jeffery believes that the low point
has been reached in tv set sales and that
they will level off for most of 1958, begin-
ning to climb in 1959, when replacements
will be needed in many homes. He esti-
mates there are 500,000 Canadian homes
within range of a tv station but without a
receiver. Inventories of manufacturers and
distributors are at the lowest point in a
year, he said.
Chamber Asks More Canadian Tvs
The Canadian Chamber of Commerce
has urged establishment of additional tele-
vision stations throughout Canada, wherever
channels are available, in a brief presented
to Prime Minister John Diefenbaker late
in November. At the presentation a number
of cabinet ministers in addition to the prime
minister were present.
The brief outlined resolutions adopted at
the Canadian Chamber of Commerce an-
nual meeting held at Victoria in October.
These included the establishment of a sep-
arate regulatory body having minimum reg-
ulatory powers over radio and television
broadcasting in Canada, issuance of licenses
for additional tv stations and an annual
grant from Parliament for the operation
of the CBC.
Broadcasting
Only STEEL can do so many jobs so well
WallS Of Steel — Tall Or Small. The big picture shows the Socony Mobil
Building at 42nd and Lexington in New York City. It's the largest metal-
walled office building in the world, and is completely sheathed with Stainless
Steel panels. They used Stainless Steel because of its lasting beauty, dura-
bility, corrosion resistance, and low maintenance. The picture below shows
an all-steel prefabricated school. The steel skeleton is strong and safe, and
the porcelain-enameled steel wall panels are colorful and easy to care for.
Artificial Heart-Lung Machine. This
Stainless Steel machine removes blood from
the body, replenishes it with oxygen, and
pumps it back into the body— thereby func-
tioning as heart and lungs. With it, doctors
can actually stop the heart and repair it,
since the machine does the heart's job. The
device is made completely from Stainless
Steel because it is the most easily cleaned of
all metals. Stainless Steel will not corrode,
and it will not contaminate or alter the
structure of the blood in any way.
127 Different Parts! This quiet, reliable
alarm clock is a mass-production miracle.
127 different parts work together so that
you can be sure of getting where you want
to be on time. Most of the parts are made
from steel because steel is strong, wear-
resistant, and easy to fabricate.
American Bridge . . . American Steel & Wire and Cyclone Fence . . . Columbia-Ganeva Steel
Consolidated Western Steel . . . Gerrard Steel Strapping . . . National Tube ... Oil Well Supply
Tennessee Coal & Iron . . . United States Steel Homes . . . United States Steel Products
United States Steel Supply . . . Divisions of United States Steel Corporation, Pittsburgh
Union Supply Company • United States Steel Export Company ■ Universal Atlas Cement Company
Watch the United States Steel Hour on TV every other Wednesday (10 p.m. Eastern time).
Broadcasting
December 9, 1957 • Page 103
INTERNATIONAL continued
★ ONLY
KWK
REACHES AND
SELLS THE
573,000
SPANISH
PEOPLE WHO
LIVE IN
GREATER
LOS ANGELES
★ THIS SINGLE
GROUP SPENDS
MORE THAN
$1,300,000
PER DAY
★ FOR THE
LOWEST COST-
GREATEST
EFFECTIVENESS .
TELL 'EM & SELL
'em in SPANISH!
PASADENA • LOS ANGELES
V Spanish Language
x. Station S
L. A.— RYan 1-6744
S. F. — Theo B. Hall
Eastern Rep. — National Time Sales
Increased Commercial Activity
Reported by Bavarian Radio-TV
A report by Bavarian Radio, Munich,
lists 56 advertisers on the station's half-hour,
daily commercial show during its eight
months of operation. Sales figures for the
government-controlled station, which broad-
casts an otherwise sustaining schedule, were
not available, but commercial resistance
reportedly has been decreasing.
Advertisers taking advantage of a total
six minutes offered for spots each day fell
in these categories: cosmetics 10, soaps and
cleansers 8, food 8, automotive 6, textiles 6,
tobacco 6, furniture and appliances 4, banks
and insurance companies 3, newspapers and
magazines 3, watches and toys 2 and mail
order houses 2.
Bavarian Radio's commercial tv segment,
carried at present by Radio Free Berlin, also
will be fed to Hesse Radio, Frankfurt, and
South West German Radio, Baden-Baden,
beginning Jan. 2. Production will be split
between all except Radio Free Berlin, with
180 shows per year originating in Munich
and 60 each in Frankfurt and Baden-Baden.
Spots will be sold on a network basis. No
regional or local commercials will be offered
because of small audiences in the three
separate areas. Advertisers discount Berlin
as a market, since the Western Sector is
surrounded by the Soviet Zone.
Viewership for the 7:30 p.m. network
commercial show is expected to be between
600,000 and 1 million, allowing for multiple
viewing of more than 280,000 sets. An
equivalent of $1,670 probably will be
charged for one minute. If South German
Radio, Stuttgart, should join the commer-
cial network, as had been discussed, the
minute rate would go up to around $2,140.
Another possible starter on the commercial
network could be West German Radio,
Cologne, which has just announced plans
to build a new $5 million plant.
ABROAD IN BRIEF
AMPEX ABROAD: Ampex Corp. reportedly
has closed a deal with Siemens & Halske,
German electronics firm, to introduce the
videotape recorder in Germany. Details as
to date and whether Ampex would adopt a
straight export or licensing procedure have
not been announced. The units will have
to be converted to German technical stand-
ards. Siemens & Halske, with a registered
capitalization of more than $100 million, is
one of Germany's electronic giants.
GERMAN SET SITUATION: A television
boom is on in West Germany, after years
of slow progress, according to observers.
Manufacturers have reported a total of
850,000 set sales for 1957, representing
100,000 more than their original estimate.
Production is sold out for six weeks ahead,
they say, and a backlog of orders is increas-
ing from other European countries where
tv is growing. From 1.3 million tv sets in
operation in October, the set total is ex-
pected to reach 2 million in 1958. This
would make Germany contender for second
place in European television, following
Britain, which has 8 million sets.
Page 104
December 9, 1957
Looking ahead to color tv, manufacturers
say it will be four to six years before it is
introduced in that country. Several firms,
including Telefunken and Grundig, are
active in color research, but production lines
are busy filling the demand for monochrome
sets. Stations in West Germany are concen-
trating on broadening program structures
and are not inclined to push colorcasting.
HOT SPOTS IN ITALY: Controversy is active
over a proposal to extend the daily 10-
minute commercial segment in program-
ming of RAI-TV, which holds the Italian
public broadcast monopoly, and over an
increase in annual set license fees.
RAI-TV reports the 10-minute commer-
cial segment, accommodating four adver-
tisers, is too small to meet sponsor demand.
Other media, opposed to the commercial
segment from the beginning, are protesting
any expansion.
To fight increased receiver license costs,
an organization of restaurant and bar owners
has asked its members to cancel their set
licenses. The boycott, which could extend
to 70,000 sets in public places, has resulted
so far in 30,000 license terminations, cost-
ing RAI-TV 1.5 billion lire. Restaurant and
bar owners charge that the Rome govern-
ment, in raising the fee, acted under pressure
from motion picture and theatre interests.
SAAR QUESTION MARK: Europe No. One,
three-year-old radio station in the Saar
Basin, is still up for sale, as rumored buyers
disclaim any intention to purchase the com-
mercially successful property. Selling Europe
No. One is complicated for its Monocan
owners by the fact that the station's fate is
in serious doubt, since the return of the
Saar (independent country since 1945) to
West Germany, where broadcasting is gov-
ernment-restricted. The Bonn Postal Minis-
try, which regulates broadcasting, is ex-
pected to resolve the question.
Banque de Paris and Deutsche Bank of
Germany had been reported ready to buy
Europe No. One for between $5 and $7
million, but they have denied it. Interests in
France, where broadcasting also is govern-
ment-operated, were said to oppose the deal.
The station is owned by Images and Son,
Monaco, through a 95% controlled interest
in Saarlaendische Fernseh A.G. Scandinavia
is opposing continued operation of Europe
No. One on grounds of frequency interfer-
ence, since the station has no internationally-
allocated frequency.
Firm After Immigrant Market
To reach tens of thousands of European
immigrants to Canada a group of foreign-
language announcers has been organized to
handle radio and television news and adver-
tising. S. W. Caldwell Ltd., Toronto adver-
tising agency, and W. A. Hoellige & Assoc.,
Toronto market consultant firm, have ar-
ranged to hire men and women announcers
speaking German, Italian, Polish, Dutch and
Ukrainian, the five largest language groups
among new Canadians.
It is planned to sell taped half-hour news
programs in a combination of languages
in 10-minute segments, with about IV2
minutes of commercials in each segment.
Broadcasting
PROGRAMS & PROMOTIONS
WWNY Organizes Appliance Fair,
Free Display Space Offered
An Appliance Fair promoted by WWNY
Watertown, N. Y., attracted approximately
10,000 visitors in three days.
To organize the fair, the station's sales
staff contacted the town's 16 major appli-
ance dealers offering free display space in
the exhibition. WWNY stipulated that, in-
stead of direct payment for the space, the
advertiser buy a daily spot schedule for four
weeks preceding the show. The retailer was
then allowed to promote his specific mer-
chandise on the spots but also was required
to make mention of the fair and the dates
on which it would be held. The fair also
was promoted by the Watertown Daily
Times and WCNY-TV Carthage, N. Y.,
which are affiliated with WWNY.
All dealers at the fair reported sales, and
the total volume reached $60,000. Ques-
tioned after the show, each of the exhib-
itors voted to make the WWNY Appliance
Fair an annual event.
KOME Drops 'Muttniks' From 'Copter
A helicopter was employed by KOME
Tulsa, Okla., to drop three toy dogs at
various points in the city, as part of its
"Muttnik" promotion. Listeners were in-
formed that one of the dogs was redeem-
able at the station for $50 and the other
two would be exchanged for giant Christmas
stockings. KOME's general manager, Ted
Roney, was a "shaky but interested" pas-
senger in the helicopter, reporting that lines
of cars and running spectators followed
the 'copter, trying to be first to reach the
dropped muttniks.
Clocks Around the Clock From KGW
An old-fashioned alarm clock was fea-
tured in a 24-day KGW Portland, Ore.,
"Around the Clock Contest." It was set to go
off at a different time every 24 hours, and
listeners were invited to submit a postcard
guessing when the clock would ring. The
owner of the closest guess each day received
a clock-radio, while the one who sent in the
closest guess for the whole period won the
grand prize: A vacation for two anywhere
in the U. S., a set of luggage and $250.
WWDC-FM Presents Pen for Opinion
To find out the extent of listener-loyalty
and distributive powers, WWDC-FM Wash-
ington offered a free ballpoint pen for a
postcard opinion of its fm service via 73
announcements Nov. 14 through Nov. 18.
Norman Reed, programming vice president,
WWDC Inc., personally counted 4,381 re-
quests from listeners and reports cards are
still pouring in.
KLIX Drops Check-bearing Balloons
A promotion by KLIX Twin Falls, Idaho,
entailed dropping 1,500 balloons from a
plane, the presentation of 830 gift certifi-
cates and prizes, plus checks for $131 and
$1,310. The disc jockeys who released the
gift certificate and check-bearing balloons
Yes, Mary, there is a standard clause!
Like every radio station, WBNS
Radio has standard clauses, but
what isn't written into the contract
but is delivered is the top Pulse
ratings in 315 out of 360 quarter
hours, Monday thru Friday, 6 a.m.
to midnight. The rich Central Ohio
listening area with $3,034,624,-
000.00 of spendable income is
standard equipment for those who
buy WBNS Radio. Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
Lights! Camera! Action!...
SALES ACTION!!!
"Jaxie" directs your attention to
"Theater 12" at 11:15 PM every
night with the greatest mov-
ies on TV. Jacksonville's
a stayin'-up town and a
buyin' town. Your spots
on "Theater 12" will
bring results in this $1^2
billion market.
"Jaxie" suggests you give
Ralph Nimmons a call in
Jacksonville at ELgin 6-3381
or your nearest P. G. W.
"Colonel".
&
Represented by
Peters, Griffin, Woodward, Inc.
Basic NBC Affiliation
WFCA.TV Channel 12
WW r\I#^ I W Jacksonville, Florida
FLORIDA'S COLORFUL STATION
Broadcasting
December 9, 1957 • Page 105
BASIC TV
IN
THE fcDUB STATIONS' MARKET f&NKS
FOUCTH IN POPULATION, RETAILSALES
BUYING POWER ANP SETCOUNTJ
THIS MICRO-WAVE NETWORK PROVIDES
A SIMULTANEOUS PICTURE OVER AN
AREA EQUAL IN SIZE TO THE STATE
OF OHIO/ MAINE OR PENNSYLVANIA!
STATION
POPULATION
FAMILIES
KDUB-TV
645,100
180,400
KPAR-TV
274,400
79,400
KEDY-TV
272.800
78,700
TOTAL
1,192,300
338,500
X '
YOUR BRAN HAM MAN HA9 THE DETAILS
KDUB-TV
LUBBOCK, TEXAS
KPAR-TV
ABILENE-SWEETWATER, TEXAS
KEDY-TV
BIG SPRING. TEXAS
PROGRAMS & PROMOTIONS
CONTINUED
"SEE THE STARS ON 7", the slogan of WXYZ-TV Detroit dominates the station's
new 54x1 8V2 ft. sign in the city. The pictures are changed periodically to include
all stars in the ABC lineup.
also did commercials and read off winning
certificate numbers from the plane. The
station dropped 100 balloons a day during
the three-week promotion.
Colorado Springs Free Press Buys
Christmas Music Series From KCMS
KCMS-AM-FM Manitou Springs, Colo.,
is airing a daily series of two-hour Christ-
mas music programs for the Colorado
Springs Free Press, starting today (Monday)
and running through Dec. 25. This is the
fourth year that the newspaper has pur-
chased the 1 1 a.m. to 1 p.m. period and
the station charges half its usual rate as
the sponsor each day runs a front-page
box advising readers to tune in to KCMS.
The show carries no commercials.
The station first supplies the Free Press
with a description of the Christmas-type
records and stereophonic tapes it possesses,
and each day the paper lists on the front
page the four to be played that day.
p.m., the station switched its regular pro-
gramming to the top of the 30-story build-
ing and for the following 12 hours disc
jockeys Bill Enis, Bob Mitchell and Bob
Bruton did a continuous show from the
base of the three-story-high clock. The d.j.'s
did all the commercials from the building
as well as wave greetings to listeners passing
in their automobiles below.
'Pulse' Presents Pre-'37 Programs
Hit songs and entertainment excerpts
from various NBC radio programs of pre-
1937 vintage are being presented on WRCA
New York's Pulse series (Mon.-Fri., 6-10
a.m.). Each show features about six pre-
sentations, such as Beatrice Lillie's humorous
"Dozle Danner Nipkins" routine (1935); the
first radio appearance of Tommy Riggs and
Betty Lou (1935); Kenny Baker's first ap-
pearance on the Jack Benny program (1936)
plus renditions by such personalities as Bob
Burns, Connie Boswell and Rudy Vallee.
WINS Bows to Knickerbocker Fans 'FBI Bulletin' Aired by WBKB (TV)
Something novel has been added to the
program schedule of WBKB (TV) Chicago—
an FBI Bulletin each evening showing one
of the country's 150 fugitives at large. The
public service campaign is being launched
today (Monday) in cooperation with the
Chicago office of the Federal Bureau of
Investigation. Each night the 60-second bul-
letin will show a fugitive known to have a
local connection or to have been in the area
and call for the public's cooperation in lo-
cating him. It will be shown approximately
at 11:30 p.m. Mon., Tues., Thurs. and Fri.
and 11 p.m. on Wed. The plan was an-
nounced by Sterling C. Quinlan, ABC vice
WINS New York, which had been broad-
casting the New York Knickerbockers bas-
ketball schedule for several years, decided
this season not to carry the games because
of the success of its music-and-news sched-
ule. But starting in mid-October, the station
was deluged with letters, phone calls and
telegrams from listeners, asking that the
games be broadcast. On less than 24 hours'
notice, WINS decided to carry the games
on Nov. 27. The 53-game schedule is being
sponsored by the Bowery Savings Bank, New
York, through Edward Bird Wilson Inc.
there.
Disc Jockeys Spend Night on Roof
Three KXOL Fort Worth disc jockeys
Nov. 13 attended the dedication ceremonies
of a giant illuminated clock atop the local
Continental National Bank building — and
spent the night on the roof. The 77 ton
clock is kept accurate by short-wave signals
from the National Bureau of Standards'
WWV Beltsville, Md. After the turning on
of the clock at 2 a.m., KXOL mobile units
in six different locations throughout the city,
broadcast commentaries on what they could
see from as far as three miles away. At 6
WDXI-TV Q I
JACKSON, TENNESSEE §
Channel 7 =
Covering 1
half million |
people in |
the mid- |
South I
3 Represented by Venard, Rintoul A McConnell, Inc. =
Page 106 • December 9, 1957
Broadcasting
president in charge of WBKB, and Richard
D. Auerbach, special agent in charge of
the Chicago FBI office.
Broadway 1st Nights Reviewed
Criticisms of Broadway plays on their
opening nights are being aired by WBAI
(FM) and WRCA, both New York, in
Sidewalk Critics Review and Critic at Large,
respectively. WBAI's Sidewalk Critics is a
15-minute review recorded at the scene of
the "first night" and broadcast from 11:45
p.m. to midnight. Celebrities interviewed so
far on this program have included Tennessee
Williams, Adlai Stevenson, Rep. Adam Clay-
ton Powell (D-N.Y.) and Hazel Scott, all
giving on-the-spot opinions of the play they
had just seen. Patrons of New York's Sardi's
restaurant are present on Broadway opening
nights while WRCA originates Leon Pear-
son's Critic at Large from the restaurant
at 11:15 to 11:20 p.m. This is reportedly
"the earliest opening night review available
to the public."
KFWB Patience & Prudence Visit
A visit from KFWB Los Angeles was one
of the prizes awarded the winner of an L. A.
& Central Buyers Mart registration contest.
Also calling on the winner as part of the
prize were Patience and Prudence with their
father, Mark Mclntyre; Ross Bagdasarian;
Dean Jones, and Kay Cee Jones. KFWB
did a remote broadcast from the winner's
home.
New Female Endurathon Record?
Delly Rawles, women's director-d.j. at
KMON Great Falls, Mont., was on the air
for more than 100 consecutive hours end-
ing Nov. 16, reportedly setting a new record
for women disc jockeys.
WDSM-TV Looses Truck of Balloons
A truckload of balloons, many containing
cash certificates, was released at the base
of WDSM-TV Duluth-Superior's new tower
to celebrate opening of the new structure.
MBS Asks Editors 'Top Ten Stories1
MBS is polling news editors of its 460
affiliates to determine "America's Top Ten"
news stories for 1957. Consensus of these
editors' opinions will be collated with simi-
GIVE IT SELL!
KOSI and KOBY j
turnover products
— not audience! "
BOTH RADIO
STATIONS NO. 1 in
HOOPER and PULSE
6 a.m. -6 p.m. average share
KOSI • KOBY
Denver San Francisco
Mid-America Broadcasting Company
PRODUCTS advertised on WKY-AM-
TV Oklahoma City were displayed in
its booth at the 1957 Retail Grocers
Convention and Food Show at the
Oklahoma State Fairgrounds. The
"preferred stock" theme was borrowed
from WKY's bi-monthly merchandis-
ing publication, which was distributed
to the 16,000 people (1,300 of them
grocers) that visited the booth.
lar selections by network newsmen and com-
mentators in all bureaus for one of several
year-end programs the network is preparing.
In addition, affiliates' news editors are being
asked to choose the major overseas news
stories of the year plus regional events hav-
ing greatest impact on their section of the
country. All programs are planned for week
of Dec. 30.
Pre-Pearl Harbor Program Aired
A program marking the anniversary of
the attack on Pearl Harbor was aired Satur-
day on WOR-TV New York (11:30 a.m.-
12 noon EST). Titled World War II— Pro-
logue USA., the filmed program presented
scenes from the 20 years leading up to the
Japanese attack.
Sheen to Give Christmas Message
Bishop Fulton J. Sheen will deliver a
Christmas night message on ABC-TV Dec.
25, 10-10:30 p.m., titled Christmas and the
Peace You Are Looking For. The talk will
originate at ABC-TV's Little Theatre in
New York and will be presented before a
live audience. Wednesday Night Fights,
usually presented on the network at this
time, will be preempted.
10 Commandments from 'Princess'
To add a bit of spice to programming
during the Christmas season, Arlene Dalton,
child psychologist-actress who conducts the
Story Princess children's show on Mutual,
last Wednesday started broadcasting "Ten
Commandments for Christmas-shopping
parents." The first commandment is "Thou
shalt not lose sight of thy child. One in hand
is worth two on the loose." The final com-
mandment to be read on Dec. 16: "Thou
shalt restrain thy child from eating every-
thing in sight. A kid is far from being a
goat."
Look, Ma!!!
No Ratings!!!
— Sets in use is all you need to
know for the California-Oregon
Trio — exclusive vhf coverage
for nearly 100,000 tv families
who can't be reached either by
San Francisco or Portland.
SETS IN USE . . . SUMMERTIME
KIEM-TV3 KBES-TV5 KOTI-TV2
Eureka
Medford
Klamath
Falls
California
Oregon
Oregon
SIGN-ON
to 6:00 PM
Mon-Fri
25.2%
23.8%
24.9%
Saturday
17.7
18.0
20.8
Sunday
16.7
23.3
23.1
6:00 PM to
SIGN-OFF
Monday
55.6
58.9
52.1
Tuesday
50.9
59.5
47.1
Wednesday
56.5
49.0
50.0
Thursday
55.7
52.3
54.7
Friday
57.6
48.9
47.9
Saturday
47.0
43.9
41.7
Sunday
53.3
43.8
39.4
Interviewing was done in each area under
personal direction of Kenneth H. Baker,
July 6 through August 6, 1957.
Three Markets — One Billing
KIEM@-«KBES©«KOTI@i
TV 3-Calif.
Eureka
TV 5-Oregon
Medford
TV 2— Oregon
Klamath Falls
MARKET FACTS
Population 356,330
Families 1 15,760
Tv Families 92,720
Retail Sales $485,803,000
Consumer Spendable
Income $610,357,000
for CALIF.-ORE. TV TRIO
THE SMULLIN TV STATIONS
call Don Telford, Mgr.
Phone Eureka, Hillside 3-3123 TWX EK16
nr ..L blair^/*^ national
ur d" associates inc. representatives
New York, Chicago, San Francisco, Seattle, Los Anoeles.
Dalla9, Detroit, Jacksonville. St. Louis. Boston.
Broadcasting
December 9, 1957 • Page 107
PROGRAMS & PROMOTIONS continued
WGN Asks 'Name the Calf
WGN Chicago offered a purebred Here-
ford heifer calf to the winner of its "Name
the Calf" contest held in connection with the
International Livestock Exposition in Chi-
cago. Listeners were invited to pick up
entry blanks at the International Amphi-
theatre or the WGN radio booth in the
exhibit hall and vie for the top prize.
Twenty-four runners-up received record
albums as prizes. The calf was shown on
WGN's RDF Chicagoland and awarded
Dec. 6 on its farm show, Country Fair,
originating daily from the exposition.
WBKB (TV) Promotes 'Maverick'
WBKB (TV) Chicago joined with the
Stineway-Ford Hopkins store chain of that
city in a cooperative promotion involving
ABC-TV's Maverick, exchanging free spots
for in-store displays exploiting the program's
western motif. The station offered an-
nouncements during Maverick mentioning
the chain's restaurant division and in return
Stineway-Ford Hopkins arranged its menus
and outfitted its waitresses to incorporate
the Maverick theme.
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
ADVERTISERS & AGENCIES •
Jason F. Whitney, Jr. president, Holmes,
Whitney & Assoc. Inc., Chicago, elected to
chairman of board. James W. Holmes suc-
ceeds him. William A. Cox, merchandising
division general manager, named executive
vice president, and Lee Young joins agency
as public relations director.
William King Jr., vice ►
president-account super-
visor, Kenyon & Eck-
hardt, N. Y., elected to
board of directors.
■< Howard M. Wilson,
vice president-copy direc-
tor, Kenyon & Eckhardt,
also elected to board of
directors.
Charles S. Winston, vice president and gen-
eral manager, Detroit office of Foote, Cone
& Belding and supervisor of Ford Motor
Co. Edsel Div. account, elected to agency's
board of directors.
BELLBOYS from the Hotel Statler helped herald the return to WJBK Detroit of
its Jack the Bellboy show. They carried luggage through downtown Detroit with a
continuing message on each piece. The program is conducted by disc jockey Tom Clay.
ALLIED
always has the BROADCAST TUBES you need
Page 108
IMMEDIATE DELIVERY ON
RCA 872A { —
allied is the world's largest _sup-
nlier of power and special-purpose
SKs for broadcast station us^
Look to us for immediate expert
shipment from the world's largest
stocks of electronic supplies.
December 9, 1957
See your allied
404-page 1958 Buy-
ing Guide for sta-
tion equipment and
supplies. Get what
you want when you
want it. Catalog
I copies are available
on request.
ALLIED RADIO
100 N. Western Ave., Chicago 80, III.
Phone: HAymarket 1-6800
A. Z. Kouri, vice president and co-adminis-
trator, General Mills Inc., Minneapolis, as-
sumes full responsibility of office, succeed-
ing Walter R. Barry, who retires.
M Thomas B. King, pub-
lic relations director of
Kiekhaefer Corp. (Mer-
cury outdoor motors),
Fond du Lac, Wis., elected
vice president. He for-
merly served in similar
capacity with Studebaker-
Packard Corp., South Bend, Ind.
Judd Sparling, formerly with Benton &
Bowles, named vice president, Proctor &
Sparling Adv. Inc., Montgomery, Ala.
Robert L. Foreman, ►
vice president, BBDO's ra-
dio-tv operations, elected
to member of executive
committee. He also is
chairman of agency's plans
board.
John F. McDaniel, formerly head of ranges
division, Hotpoint Co., Chicago, named gen-
eral manager in charge of sales and distribu-
tion for radio-tv receivers and appliances.
Harold G. Colton, formerly sales manager
Blatz Brewing Co., Milwaukee, Wis., ap-
pointed merchandising director on Pabst
beer account at Norman, Craig & Kummel,
Chicago.
Richard Nathan, formerly art director, Grey
Adv., N. Y., to Gore Smith Greenland Inc.,
N. Y., in similar capacity.
Samuel Cohen, formerly with Edward H.
Weiss & Co., Chicago, to North Adv. Inc.
there as art director. He will work on Gil-
lette Labs, Lanvin and Toni accounts.
Marcie Hans, formerly with Gourfain-Loeff
Inc., joins North's copy staff.
Armond Fields, formerly research director,
McCann-Erickson Inc., Chicago, to Mac-
Farland, Aveyard & Co. there in similar
capacity.
Harry Way, media director, Warwick &
Legler, N. Y., resigns Dec. 31.
■< Harold Cobb, formerly
director of marketing.
Seth Thomas Clocks, to
Reach, McClinton & Co.,
N. Y., as account super-
visor. Mr. Cobb's experi-
~«|^^| ence includes marketing
Bm . iBBBl in foods, drugs, jewelry,
finance and automobiles.
Robert J. Brewster, vice president in charge
of radio-tv, McCann-Erickson Inc., Chicago,
to J. Walter Thompson Co. there as senior
group head.
Nelson Gross, McCann-Erickson, N. Y. to
Max Factor & Co. there as head of adver-
tising in U. S.
Richard S. Holtzman, formerly national ad-
Broadcasting
vertising manager, Hotpoint Co., Chicago,
to Campbell-Mithun Inc. there as account
supervisor on Hamilton-Beach Co., division
of Scovill Mfg. Co. (food mixers, vacuum
cleaners), Racine, Wis.
George Poris, copy group head, Benton &
Bowles, N. Y., to Sullivan, Stauffer, Colwell
& Bayles there in similar capacity.
Barbara Marsak, formerly with Erwin,
Wasey & Co., to research department Reach,
McClinton & Co., N. Y., as project super-
visor.
Jeanne Sullivan, time-
buyer, Norman Craig &
Kummel, to Sullivan,
Stauffer, Colwell & Bayles,
N. Y., on following ac-
counts: Smith Bros., Blue
Coal Corp. and Lever
Bros.' Breeze.
Thomas E. Chantron, account executive,
Earle Ludgin & Co., Chicago, to Dancer-
Fitzgerald-Sample Inc. there in similar
capacity.
Ted Hediger, account executive, Eitel-Mc-
Cullough Inc., San Bruno, Calif., to West-
Marquis Inc., electronics-industrial depart-
ment, L. A., in similar capacity.
Richard E. Johnson, formerly with Klau-
Van Pietersom-Dunlap Inc.; Max G.
Kocour, N. W. Ayer & Son Inc., and
Bradley H. Roberts, previously with Comp-
ton Adv. Inc., to Needham, Louis & Brorby
Inc., Chicago, as account executives.
Nicholas Evans, product manager, Procter
& Gamble, named assistant account execu-
tive, Doherty, Clifford, Steers & Shenfield,
N. Y.
Dick Moran, Chicago Tribune, has joined
John E. Pearson Co. in newly-opened Des
Moines office.
Howard Hayward, merchandising-sales pro-
motion department, Benton & Bowles Inc.,
to J. Hayden Twiss Inc., N. Y., in copy-
contact capacity.
Lynn Werner, account supervisor, BBDO
Minneapolis, to Campbell-Mithun Inc. there
in media department.
Jim Condon, formerly copy director at L.
W. Ramsey Adv. Co., Chicago, to copy de-
partment of George H. Hartman Co., same
city.
Lorenz Hansen, formerly radio-tv copy-
writer, Adrian Bauer & Alan Tripp Inc.,
Philadelphia, to Gray & Rogers there in
similar capacity.
Robert A. McBride, writer for radio-tv
department, Campbell-Ewald, Detroit to
similar post with N. W. Ayer & Son there.
Esther Friedland, formerly with R. Jack
Scott Inc., Chicago, to copy staff of Gour-
fain-Loeff Inc. there.
Thomas V. Glendon, copy supervisor, Nor-
man, Craig & Kummel, N. Y., to Burke
Dowling Adams there as copywriter.
John Hansel, 68, executive vice president,
N. W. Ayer & Son, Philadelphia, died
Dec. 1 in Tucson, Ariz., after brief illness.
Earll W. Clements, 59, vice president ac-
...its words
to the wise
are sufficient
"We have found Tele-
PrompTer to be of
particular benefit to
people with no previ-
ous familiarity with
the medium ... as well
as to our more experi-
enced artists who have
not had sufficient time
to learn copy."
1
C0RP0R4Ti0« ! 5
MODEL I TELEPROWPTCR
Miss Alberta E. Hackett
Production Manager
KNXT
Los Angeles, California
The TelePrompTer helps speakers
plan ahead, because it knows what
they are going to say.
CORPORATION — — —
Jim Blair, Equip. Sales Mgr.
311 West 43rd Street, New York 36. N. Y., JUdson 2-3800
The TelePro 6000 rear screen projector permits Polaroid transparencies to be
flashed on the screen within four minutes after a picture has been taken.
. . . located in the Classified section of the news-
weekly for radio and television; delivers "help
wanted" signal with 500 kw wallop; channels
"situation wanted" spots to exactly right market
of more than 77,000 Broadcasting readers.
For personnel, jobs, equipment, services or sta-
tions to buy or sell, tell everyone that matters via
the Classified pages of Broadcasting.
Broadcasting
December 9, 1957 • Page 109
FOR HIGHER SCORES
Be sure to buy WWLP, Springfield
and WRLP, Greenfield, Mass.
In Western New England Nearly Everyone Watches
WWLP Channel 22 Springfield-Holyoke, Mass.
WRLP Channel 32 Greenfield, Mass.
PEOPLE
CONTINUED
count executive, Campbell-Ewald Co.,
Chicago, died Nov. 25.
FILM
Dean Coffin named vice president, Great
Lakes sales office, Wilding Picture Produc-
tions Inc., Chicago. Lawrence Young and
Quinn Short appointed Cleveland and Pitts-
burgh managers, respectively.
■< Jay Berry, vice presi-
dent-assistant to president,
Brooke, Smith, French &
Dorrance, N. Y. and De-
troit, named vice presi-
dent-general manager,
Alexander Film Co. (com-
mercials), Colorado
Springs.
Christian Herfel appointed studio manager-
assistant director of Transfilm Inc. (tv com-
mercials-industrial films), N. Y. He formerly
was studio manager for ATV Film Produc-
tions, Long Island City, N. Y.
Mort Stein, sales manager, Frazen Tv Com-
mercial Productions, Hollywood, resigns.
George Hankoff, sales representative, Screen
Gems Inc., Baltimore-Washington-Philadel-
phia area, transferred to company's national
sales department, N. Y. Marvin Fraum, who
has been covering upper New York State,
assumes Mr. Hankoff's former territory, and
William Hart, sales representative, takes
over Mr. Fraum's sales area.
Tony Rizzo, Advertising Results Inc., N. Y.,
to Guild Films, as sales representative,
covering midwestern states from Kansas
City office.
Harry Reasoner, CBS news reporter, pro-
moted to staff correspondent.
Jack Ruggiero, formerly film editor, Metro-
Goldwyn-Mayer, to chief film editor, Law-
rence-Schnitzer Productions Inc., Holly-
wood.
Milton Krims, scriptwriter, Warner Bros.
Pictures Inc., Burbank, Calif., to TPA L. A.,
as writer-producer of its Air Line Hostess
series.
David Suskind of Talent Assoc. will produce
new tv series, Too Young to Go Steady,
to be filmed early in 1958 at Screen Gems
in Hollywood.
G. Ralph Branton, 61, vice president,
Allied Artists Corp. and president of Allied's
tv production-syndication subsidiary, Inter-
state Television Corp., Hollywood, died in
L. A., Dec. 2 of heart ailment.
NETWORKS i
M Michael J. Minahan,
systems specialist, internal
audit department, ABN,
named business manager,
succeeding Stephen C.
Riddleberger who joins
ABC-TV as vice president-
comptroller, and as assist-
ant treasurer of parent company, AB-PT.
Kirk H. Logie, networks program super-
visor, NBC Central Div., appointed man-
19 Join NBC 25-Year Club
Nineteen employes joined NBC's
25-Year Club of New York Dec. 3 in
ceremonies at the Waldorf-Astoria
Hotel. New members, who were
presented with certificates and
watches, are James Anderson, Joseph
Arnone, Ruth Barrett, Erick Berglund,
Edward Bertero, Eva Boudreau,
Odgen Bowman, Donald Castle, Doris
Crooker, Edwin Costello, Edwin
Dunham, E. Dudley Goodale, Laverne
Heuer, Alfred J. Patkocy, Alfred
Protzman, Carey Sweeney, Helen
Thompson, William Yoost and Hollis
Young.
ager of tv network programs, NBC-TV,
Chicago, succeeding James Troy, resigned.
Jay Royen, public relations director for
NBC's WRC-AM-TV Washington, appoint-
ed to similar capacity with Committee for
National Trade Policy there.
STATIONS mmmmmmmmmmmm
Gene Tibbett, president-general manager,
Dixieland Stations Inc., Atlanta, Ga., to
WRMA Montgomery, Ala., as executive
vice president-manager. Charles Trainor,
formerly manager, Forjoe & Co., Atlanta,
succeeds him.
■< Bill Swanson, commer-
cial manager, KTUL-TV
Tulsa, Okla., named sta-
tion manager. Mr. Swan-
son joined station in Sep-
tember 1954 as sales man-
ager.
Bob Norris, operations ►
director, KTUL-TV Tul-
sa, named assistant station
manager. Mr. Norris
joined station in Novem-
ber 1956 as program man-
ager.
Paul Reid, formerly part owner, WGOW
New Bern, N. C, to WBHB Fitzgerald,
Ga., as manager. Mike Pelton and Bill Pack,
both with WOOW, to WBHB as chief en-
gineer and disc jockey respectively.
Robert F. Klein, in
charge of national sales,
KFRE-AM-TV Fresno,
Calif., named manager of
KFRE. Prior to joining
stations, Mr. Klein was
manager, KNGS Hanford,
Calif.
Allan Bengtson, station ►
relations department,
NBC, to WTRY Troy,
N. Y., as general manager.
Charles R. Thon, general manager, WGLV
(TV) Easton, Pa., to WEEX-AM-FM there
AMARILLO
TEXAS
Page 110 • December 9, 1957
Broadcasting
in similar capacity, succeeding N. S. Rouns-
ley.
Ray Curry, general manager, KORC Min-
eral Wells, Tex., to WKTF Warrenton, Va.,
in similar capacity.
■< Si Lewis, formerly
with WINS New York, to
Tele-Broadcasters of
Washington Inc. (WPOP
Hartford, WPOW New
York, KUDL Kansas City,
KALI Pasadena, Calif.,
and WTIX Seattle), as na-
tional sales manager, and general manager
of WPOW.
George H. Morris, national sales manager,
WSIX-TV Nashville, Tenn., named general
sales manager. Clarence (Bud) L. Waggoner,
WSIX commercial director, also named gen-
eral sales manager.
Ed Sloan, national sales ►
manager, WAMS Wil-
mington, Del., to WSSB
Durham, N. C, as sales
manager.
Edward (Ned) Ryan, advertising-sales pro-
motion department, Dowd, Redfield &
Johnstone Inc., N. Y., to WBZ-TV Boston,
as advertising-sales promotion manager.
Joseph Franzgrote, formerly in promotion
department, WNDU-TV South Bend, Ind.,
to WMBD-TV Peoria, 111., as promotion
manager, and James J. Johnston, continuity
director, KTVH (TV) Hutchinson, Kan., to
WMBD-TV as operations manager. Jack
Sawyer, producer-director, WLWA (TV) At-
lanta, Ga., and Brian Scruby, in similar
capacity with WTOP-TV Washington, to
Peoria outlet as producer-directors.
Roger Gardner, assist-
ant production manager,
WCCO-TV Minneapolis,
named production man-
ager, succeeding Charles
D. Miller, who resigns.
Jim D. Kime, formerly 1st Lt. USAF In-
formation Service, to KOZE Lewiston,
Idaho, as business manager.
Joe Bossard, merchandising director, KSDO
San Diego, to Bartell Group station, as na-
tional merchandising director, headquarter-
ing at KCBQ San Diego.
Albert J. Gillen, tv sales director, WHAS-
ST-fSS^ STAT'°"S
NEW YORK n, N. "
|^/^nqruir/es Confidential^
TV Louisville, Ky., to Alabama Broadcasting
System stations (WABT [TV], WAPI and
WAFM [FM], all Birmingham), as sales di-
rector. Dave Campbell, host of The People
Speak, WBRC Birmingham to WAPI in
similar capacity. Jim Lucas, musical person-
ality, WSGN Birmingham, to WABT and
WAPI also in similar capacity.
-< Ted Weber, sales man-
ager, WGN-TV Chicago,
to WVUE-TV Wilming-
ton, Del., as sales develop-
ment director. Prior to
WGN-TV, he was pro-
gram promotion director
for CBS.
Bill Armstrong, account ►
executive, WDGY Minne-
apolis, named program di-
rector. He has also been
program director at WTIX
New Orleans.
Mary Elizabeth Stout, advertising manager,
Kurzman's (women's apparel store), Hunt-
ington, W. Va., to WHTN-TV there as con-
tinuity director.
Lloyd Peyton, promotion writer-public serv-
ice director, KABC-TV Los Angeles, pro-
moted to assistant advertising director. Dave
Nowinson, advertising-promotion manager,
KABC Los Angeles, joins KABC-TV's pro-
motion department.
Bennet H. Korn, vice president, DuMont
Broadcasting Corp. and station manager of
WABD (TV) New York, named executive
assistant. Mr. Korn will assume additional
supervisory duties over WTTG (TV) Wash-
ington, and all DuMont-tv syndicated op-
erations, including sports network.
Ralph L. Hamill, master control supervisor,
WRC-AM-TV Washington, named tv tech-
nical operations supervisor.
Tex Frankel rejoins sales staff of WBBM
Chicago as account executive
Walter S. Newhouse Jr., formerly assistant
publisher Printers' Ink magazine, to WQXR
New York, as account executive.
Minnie Ann North, formerly account ex-
ecutive, KBIZ Ottumwa, Iowa, to WNOX
Knoxville, Tenn., in similar capacity.
George J. Tschumy Jr., news director-an-
nouncer and 24% owner, KTKR Taft, to
KONG Visalia, both California, sales de-
partment.
Gerald T. Carden, advertising sales man-
ager, Nashville Transit Co., to WSM-TV
there, on sales staff.
Winsor W. Brown and Richard E. Bowman
to KCOW Alliance, Neb., as news editor
and chief engineer, respectively.
Alwyn R. Hansen, formerly newsman,
WKAR-TV East Lansing, Mich., to WHTN-
TV Huntington, W. Va., news department.
John D. Haskett, chief engineer, WCHB
Inkster, to WBRB Mt. Clemens, both Mich-
igan, as chief engineer. Jane A. Haskett
Give them a happy
HENNESSY
HOLIDAY
As a flattering gift, or as a
host's tribute to esteemed
guests, Hennessy is always
the highest compliment.
HENNESSY
COGNAC BRANDY
84 PROOF
Schieffelin & Co., New York
Broadcasting
December 9, 1957 • Page 111
PEOPLE CONTINUED
joins WBRB as bookkeeping assistant-traffic
director.
Gustavo Feist Moran, manager, XEGM
Tijuana, Mexico, to KALI Pasadena, Calif.,
as Spanish program advisor.
Gene Piatt, formerly with KELO Sioux
Falls, S. D., to WOW-AM-TV Omaha, as
announcer.
Dave Drew joins WJEM Valdosta, Ga.,
as disc jockey-salesman.
Arch Andrews joins KOWH Omaha as an-
nouncer.
David Barker, formerly with WARE Ware,
Mass., and Don Skylar, formerly with
WPAM Pottsville, Pa., join WOKO Albany,
N. Y., as announcers.
Millard Hansen, disc jockey-newscaster,
WKRS Waukegan, to WREX Rockford,
both Illinois, as announcer.
C. L. (Chet) Thomas, vice president-general
manager, KXOK St. Louis, Mo., elected
vice president, Goodwill Industries of
Missouri.
Don Mozley, news director, KCBS San
Francisco, elected to president, Northern
California Chapter, Sigma Delta Chi.
BUI Diehl, motion picture editor-entertain-
ment columnist, St. Paul Dispatch and
Pioneer Press, takes on extra duties as disc
jockey at WDGY Minneapolis.
REPRESENTATIVES - •
David Scott, national
sales manager, WNBC
(TV) New Britain, Conn.,
to NBC Spot Sales as New
England division manager.
He joined WNBC (then
WKNB) in 1946 as pro-
gram director.
PROGRAM SERVICES
Jack C. Harenberg, chief engineer, United
Press News-Pictures Central Div., named
division communications manager, succeed-
ing late Thomas A. Johnson.
Bruce M. Johns, promotion director, WCHS-
TV Charleston, W. Va., to Tv Guide, Cin-
cinnati, as Southern Ohio and West Virginia
promotion representative. Vernon J. Ballard,
formerly merchandising manager Atlanta
Journal-Constitution, to Tv Guide, Atlanta,
in similar capacity for Georgia and Ala-
bama.
Robert L. H. Brazy, 40, president, Pan
American Broadcasting Corp., L. A. (back-
ground music service), and president, Fm
Development Assn., died Nov. 29, at his
home in Palm Springs, Calif.
PROFESSIONAL SERVICES
William Nallan, formerly with 20th Century
Fox, to chief engineer in charge of opera-
tions, Sound Recording Inc., N. Y.
Page 112
December 9, 1957
J. William Chapman ►
Jr., office manager, Stone
Mfg. Co., Greenville, S.
C, joins Paul H. Chap-
man Co. (station broker),
Atlanta, Ga.
Harry Landon, vice president, Olmsted
Sound Studios, N. Y., married to Pamela
Wilson Dec. 7.
MANUFACTURING m wmmmmmmmmmmmm
■< Irving E. Russell, for-
merly partner-general
manager, All-State Dis-
tributing Co., Newark, N.
J., to Bell & Howell, Chi-
cago, as central states tape
recorder sales manager.
Richard L. Snyder, various supervisory posts
in Radio Tube Div., Sylvania Electric Prod-
ucts Inc., named manager, Semiconductor
Div., Woburn, Mass.
William J. Lehner, in charge of machine
development, Sylvania Electric Products
Inc., N. Y., named automation engineering
manager, radio-tv division, succeeding Carl
Carlzen who resigns.
Pearl Montvid appointed public relations
contact at Admiral Corp., Chicago, replacing
Martin Sheridan, resigned to join New Eng-
land Industrial Council.
GOVERNMENT
William H. Watkins, assistant chief, fre-
quency allocation-treaty division (office of
chief engineer), FCC Washington, named
engineering assistant to Comr. T. A. M.
Craven.
INTERNATIONAL •••
Bruce McLean appointed vice-president of
Needham, Louis & Brorby of Canada Ltd.,
Toronto, Ont.
Dick Thibodeau, research manager and
French-language sales director, Broadcast
Advertising Bureau, Toronto, Ont., to
CHRC Quebec City, Que., as national sales-
promotion manager.
Mary Cardon, media director, Kenyon &
Eckhardt Ltd., Montreal, Que., to J. Walter
Thompson Co., Montreal, as director of
media and research.
Jack Brickenden, formerly of radio news
desk, United Nations department of public
information, appointed supervisor of pub-
licity of Canadian Broadcasting Corp.,
Toronto.
Alex Davis, assistant press-information rep-
resentative of Canadian Broadcasting Corp.,
Halifax, N. S., named supervisor of audience
relations at Toronto.
Douglas Leiterman, parliamentary corre-
spondent, Southam News Service, Ottawa,
to CBC-TV, Toronto, editorial staff of
Close-Up, its Sunday evening national opin-
ion program.
Broadcasting
FOR THE RECORD
Station Authorizations, Applications
As Compiled by BROADCASTING
November 27 through December 4
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
New Tv Stations
APPLICATIONS
McCook, Neb. — Central Kansas Television Co.,
vhf ch. 8 (180-186 mc); ERP 49.7 kw vis., 26.8 kw
aur.; ant. height above average terrain 626 ft.,
above ground 574 ft. Estimated construction cost
$138,721, first year operating cost $25,000, revenue
$25,000. P. O. address Box 182, Great Bend, Kan.
Studio and trans, location near Traer, Kan. Geo-
graphic coordinates 39° 59' 45" N. Lat., 100° 39'
35" W. Long. Trans., ant. GE. Legal counsel Cohn
and Marks, Wash., D. C. Consulting engineer
Commercial Radio Equipment Co., Wash., D. C.
Central Kansas Television is owned by E. C.
Wedell, president (14.97%), Gladys Wedell
(14.97%) and others. Central Kansas Television is
licensee of KCKT (TV) Great Bend, Kan., and
its satellite, KGLD (TV) Garden City, Kan. An-
nounced Nov. 27.
Existing Tv Stations
ACTIONS BY FCC
By order, Commission denied request by
Louisiana Purchase Co. for termination of author-
ization to Signal Hill Telecasting Corp. to operate
KTVI (TV) St. Louis, Mo., on ch. 2 on temporary
basis.
KBAS-TV Ephrata, Wash.— Granted applica-
tion to change from ch. 43 to ch. 16, change
ERP from vis. 13.5 kw aur. 6.76 kw to vis. 13.8
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
kw, aur. 6.92 kw, ant. height from 856 ft. to 860
ft., change in ant. system and other equipment.
Translators
ACTIONS BY FCC
Eureka Volunteer Fire Dept., Eureka, Nev. —
Granted cp for new tv translator station on ch.
76 to translate programs of KSL-TV (ch. 5) Salt
Lake City, Utah.
CALL LETTERS ASSIGNED *
K78AG Leadville, Colo.— Peoples TV Inc.
K80AK La Grande, Ore. — Grand Ronde TV
Assn. Inc.
K81AA Benton City & West Richland, Wash.—
Benton County TV Assn.
K71AI Evanston, Wyo.— Evanston Non-Profit TV
Die.
K75AG Evanston, Wyo. — Evanston Non-Profit
TV Inc.
K79AC Evanston, Wyo.— Evanston Non-Profit
TV Inc.
K78AF La Barge & Big Piney, Wyo— La Barge
Community TV Die.
* Translator channels are designated by the
numbers in their call letters.
New Am Stations
ACTIONS BY FCC
St. Charles, Mo.— St. Charles Bcstg. Co.— Granted
1460 kc, 5 kw D.P.O. address 25 So Florissant
Rd., Ferguson 21, Mo. Owners are Herman I.
Moseley and wife 74%, Omar Schnatmeier, 24%.
Mr. Moseley is in advertising; Mr. Schnatmeier
is U. S. Marshal. Announced Nov. 27.
Socorro, N. M. — John Blake — Granted 1290 kc,
1 kw D. P. O. address % Mr. Blake, Box 608,
Grants, N. M. Estimated construction cost $21,730,
first year operating cost $20,000, revenue $30,000.
Mr. Blake, owner KMIN Grants, will be sole
owner. Announced Nov. 29.
Claremore, Okla. — Claremore Bcstg. Co., —
Granted 1270 kc, 500 w D. Post office address
Box 588, Claremore. Estimated construction cost
S7.423, first year operating cost $18,000, revenue
$27,000. Sole owner Robert I. Hartley is rancher
and seed farmer. Announced Dec. 4.
Emporium, Pa. — Emporium Bcstg. Co., — Grant-
ed 1250 kc, 1 kw D. P. O. address 210 S. Broad St.,
Emporium. Estimated construction cost $21,855,
first year operating cost $36,000, revenue $42,000.
Cameron Manufacturing Corp., Emporium, will
be 98.87c owner. Announced Nov. 29.
Big Lake, Tex. — Jim Sample and Donald Bos-
ton d/b as Big Lake Bcstg. Co.,— Granted 1290 kc,
1 kw D. P. O. address % Mr. Boston, Box 989,
Pecos, Tex. Estimated construction cost, $30,000,
first year operating cost $30,000, revenue $36,000.
Mr. Sample, gasoline interests, and Mr. Boston,
commercial manager KIUN Pecos, will be equal
partners. Announced Nov. 29.
Bellingham-Ferndale, Wash. — Whatcom County
Bcstg. — Granted 930 kc, 1 kw D.P.O. address
1005 Key St., Bellingham. Sole owner is Donald
T. Haveman, program director, KRLC Lewiston,
Idaho. Announced Dec. 4.
APPLICATIONS
Brinkley, Ark. — Brinkley Bcstg. Co. 1570 kc,
250 w D. P. O. address 215 York St., Helena, Ark.
Estimated Construction cost $13,588, first year op-
erating cost $30,000, revenue $38,000. Sam W.
Anderson, sole owner, is one-third owner and
managing partner, KFFA Helena, Ark. An-
nounced Nov. 27.
Superior, Neb. — Great Plains Bcstg. Inc., 1600
kc, 500 w D. P. O. address Melville L. Gleason,
Box 354, York, Neb. Estimated construction cost
$10,519, first year operating cost $26,400, revenue
$33,500. Owners are Melville L. Gleason (30%),
Tommy L. Gleason (30%), William S. Scott (20%)
and Gerald Charles Bryan (20%). Melville Glea-
son is chief engineer and 51% owner of KAWL
York, Neb., and KRSL Russell, Kan. Tommy
Gleason is 25% owner of KAWL and KRSL and
is salesman for KAWL. Mr. Bryan is manager,
NATION-W'D!
I NEGOTIATIONS • FINANCING •
APPRAISALS
RADIO •
TELEVISION • f
NEWSPAPER
EASTERN
MIDWEST
SOUTH
SOUTHWEST
WEST
NEW ENGLAND
NETWORK
FLORIDA
WEST TEXAS
REGIONAL
INDEPENDENT
FULLT4ME,
RADIO
INDEPENDENT
MARKET
$130,000
$150,000
$90,000 UP
$220,000
$125,000
Exclusive full-
time market over
40,000. Ideal for
owner- operator.
Real estate valued
over $40,000.
Good profits.
29% down.
Terrific agricul-
tural and urban
coverage. Making
money. Well
equipped. Terms
available. Good
real estate.
Five Florida
small to major
market stations
available — $90,-
000 to $650,000.
Excellent oppor-
tunities.
Semi-major mar-
ket with limited
competition. No
more frequencies
available. Fine
staff who will
stay. Good prof-
its. Financing.
Top audience rat-
ing. Retail sales
$100,000,000. A
growth situation.
29 % down and
balance on terms.
WASHINGTON, D. C.
CHICAGO, ILL.
ATLANTA, GA.
DALLAS, TEX.
SAN FRANCISCO
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1175
W. R. (Ike) Twining
1 1 1 Sutter St.
EX 2-5671
1. First in properties s
The First1 and Only2 National Media Brokerage Firm
old— Small, Large and Volume 2. Coast- to-Coast. Five Offices
Strategically Located
Call
your nearest office of
i
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
R
ROADCASTING
December 9, 1957 • Page 1
13
Planning
a Radio
Station?
FOR THE RECORD CONTINUED
COMMERCIAL STATION BOXSCORE
As Reported by FCC through Oct. 31
AM
FM
TV
Licensed (all on air)
3,092
522
3731
CPs on air (new stations)
65
11
1202
CPs not on air (new stations)
122
47
119
Total authorized stations
3,279
580
655
Applications for new stations (not in hearing)
368
30
75
Applications for new stations (in hearing)
116
9
51
Total applications for new stations
484
39
126
Applications for major changes (not in hearing)
217
16
42
Applications for major changes (in hearing)
26
1
10
Total applications for major changes
243
17
52
Licenses deleted
0
1
0
CPS DELETED
4
0
2
SUMMARY OF STATUS OF AM, FM, TV
Compiled by BROADCASTING through Dec. 4
ON AIR
AM
FM
TV (Commercial)
Lie.
3,092
522
3731
Cps
65
11
1202
CP TOTAL APPLICATIONS
Not on air For new stations
134 502
55 45
121 134
OPERATING TELEVISION STATIONS
Compiled by BROADCASTING through Dec. 4
VHF UHF
Commercial 409 85
Non-Commercial 22 6
TOTAL
4943
28*
1 There are, in addition, six tv stations which are no longer on the air, but retain their
licenses.
2 There are, in addition, 37 tv cp-holders which were on the air at one time but are no
longer in operation, but which retain their program authorities or STAs.
3 There have been, in addition, 177 television cps granted, but now releted (33 vhf and
144 uhf).
* There has been, in addition, one uhf educational tv station granted, but now deleted.
RCA can help you with equip-
ment and planning. For exam-
ple, three basic floor plans,
for three different size sta-
tions illustrate how the very
latest equipment can be
arranged to perform effi-
ciently with a minimum of
capital and personnel.
Complete brochure, including floor
plans, equipment requirements
and discussion of current trends
now available. For your free copy,
write to RCA, Dept. AB-22, Build-
ing 15-1, Camden, NJ.
RADIO CORPORATION
of AMERICA
Page 114 • December 9, 1957
KAWL. Mr. Scott is manager KRSL. Announced
Nov. 27.
Ruidoso, N. M. — Ruidoso Bcstg. Co., 1340 kc.
250 w Unl. P. O. address A. W. Davis Jr., Box
97, Paducah, Tex. Estimated construction cost
$17,600, first year operating cost $18,000, revenue
$24,000. Owners are V. L. Hutchison, Oran Mow-
rey, A. W. Davis, (each 30%) and Vic Lamb
(10%). Mr. Hutchison is in farm equipment and
tv service. Mr. Mowrey is in furniture and tv
service. Mr. Davis is District Attorney, 50th
Judicial District of Tex. Mr. Lamb is newspaper
editor and publisher. Announced Dec. 3.
Santa Rosa, N. M. — Joseph S. Lodato, 1420 kc,
1 kw D. P. O. address 1211 Gov. Nicholls St.,
New Orleans, La. Estimated construction cost
$12,814, first year operating cost $22,190, revenue
$26,500. Mr. Lodato, sole owner, is engineer in
U. S. Navy Dept. Announced Nov. 27.
Baldwinsville, N. Y. — Century Radio Corp., 1050
kc, 250 w D. P. O. address 35 Oswego St., Bald-
winsville, N. Y. Estimated construction cost
$16,651, first year operating cost $36,000, revenue
$42,000. Owners are Robert L. Stockdale (75%)
and Donald C Menapace (25%). Mr. Stockdale
is in advertising and public relations. Mr. Mena-
pace is in real estate, insurance and construc-
tion. Announced Dec. 3.
Conneaut, Ohio — Louis W. Skelly, 1360 kc, 500
w D. P. O. address 3808 Chaucer Lane, Austin-
town, Ohio. Estimated construction cost $11,464,
first year operating cost $42,000, revenue $55,000.
Mr. Skelly, sole owner, is owner WBUZ Fre-
donia, N. Y. Announced Nov. 29.
Salt Lake City, Utah— William Palmer Fuller
in, 630 kc, 1 kw D. P. O. address 301 Mission St.,
San Francisco, Calif. Estimated construction cost
$45,516, first year operating cost $48,000, revenue
$95,000. Mr. Fuller, sole owner, has paint and
glass interests. Announced Dec. 3.
for outstanding properties
in (he south
CLIFFORD B. MARSHALL
cal
or
STANLEY WHITAKER
Atlanta: Jackson 5-1576
NEGOTIATIONS • FINANCING • APPRAISALS
^3Lackl?urn <§" Gompanij
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
1
i
i
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
mmmmmmmmmmmmmmmM
Broadcasting
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-541 1
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE *
RUSSELL
P. MAY
711 14th St., N. W.
Sheraton Bldg.
Washington 5, D. C.
REpublie 7-3984
Member AFCCE *
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE *
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communi cations-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE *
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE *
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRes+view 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A PULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phoa« Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence course*.
Write Far Free Catalog, specify course.
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE *
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
Member AFCGB *
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, B. C.
Member AFS6M *
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE •
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE *
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. Dl. 3-7503
NATIONAL ENGINEERING & MANUFACTURING, INC.
Complete Engineering Service
2101 Conway Garden Rd., Orlando, Florida
Phone 4-9715
Maintenance—
Installation and Proof of Performance
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE *
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BIT2ER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
'Tor Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Lufkin, Texas
NEptune 4-4242 NEptune 4-9558
Broadcasting
December 9, 1957 • Page 115
I
I
FOR THE RECORD continued
Existing Am Stations
ACTIONS BY FCC
KHIL Brighton-Fort Lupton, Colo.— Granted
application to change station location to
Brighton, Colo. (800 kc, 500 w, D.)
WKTS Brooksville, Fla. — Granted application
to change from U to specified hours of operation
— 6:45 a.m. to 6:30 p.m., Monday through Satur-
day; 8:00 a.m. to 6:30 p.m. Sunday (1450 kc, 250
w).
KEVE Minneapolis, Minn. — Granted change on
1440 kc from 5 kw, D, to 500 w, N, 5 kw-LS, DA-
N, U, and move to Golden Valley, Minn.; engi-
neering conditions.
KOFI Kalispell, Mont. — Granted change of
facilities from 980 kc, 1 kw, D, to 930 kc, 5 kw, D;
trans, to be operated by remote control.
WYTI Rocky Mount, Va. — Granted increase of
power from 500 w to 1 kw, continuing operation
on 1570 kc, D; trans, to be operated by remote
control.
KCVL Colville, Wash.— Granted change of
frequency from 1480 kc to 1270 kc, continuing
operation with 1 kw, D.
KBAM Longview, Wash. — Granted change of
facilities from 1220 kc, 1 kw, D, to 1270 kc, 5 kw,
D.
CALL LETTERS ASSIGNED
KLYD Bakersfield, Calif— Edward E. Urner,
1350 kc.
WTMT Louisville, Ky. — Jefferson Bcstg. Co.,
620 kc.
WDAL Meridian, Miss. — Southwestern Bcstg.
Co. of Miss., 1330 kc.
WIDU Fayetteville, N. C— Daniel F. Owen,
1600 kc.
WTNB Millington, Tenn. — Millington Bcstg.
Co., 1220 kc. Changed from WMLN.
New Fm Stations
ACTIONS BY FCC
Miami, Fla. — Hallandale Drive-In Theatre Inc.
— Granted 94.9 mc, 17 kw unl. P. O. address Box
278, Hallandale, Fla. Estimated construction cost
$29,740, first year operating cost $7,500, revenue
$5,000. Owners are Sherwin Grossman (95%) and
Janice C. Grossman (5%). Mr. Grossman has
theatre interests. Announced Nov. 29.
Milwaukee, Wis. — Koeth Bcstg. Corp. — Granted
93.3 mc, 30 kw unl. P. O. address 4241 N. 73rd St.,
Milwaukee 16, Wis. Estimated construction cost
$8,350, first year operating cost $16,000, revenue
$18,000. Owners are Hugo Koeth Jr. (72%) and
others. Mr. Koeth is general manager of WFMR
Milwaukee, Wis. and president of High Fidelity
Bcstg. Corp., Milwaukee; he has 57 shares in
station. Announced Nov. 29.
APPLICATIONS
Silver Spring, Md. — Tri-Suburban Bcstg. Corp.,
99.5 mc, 20 kw unl. P. O. address 11306 Kemp
Mill Rd., Silver Spring, Md. Estimated construc-
tion cost $19,600, first year operating cost $15,000,
revenue $15,000. John W. Kluge, sole owner, is
owner of WINE Kenmore, N. Y., WILY (FM)
Buffalo, N. Y., 80% partner of KOME Tulsa,
Okla., owner of KNOK Ft. Worth, Tex., 70%
owner of KXLW Clayton, Mo., owner of WGAY
Silver Spring, 75% owner of WEEP Pittsburgh,
Pa., 70% owner of WKDA Nashville, Tenn.,
27% owner of WLOF-TV Orlando, Fla. Announced
Dec. 3.
Hendersonville, N. C. — Radio Hendersonville
Die, 102.5 mc, 4.035 kw unl. P. O. address Box
649, Hendersonville, N. C. Estimated construction
cost $5,050, first year operating cost $3,000, rev-
enue none. Owners are Beverly M. Middleton
(50.75%), Clarence E. Morgan (25.25%) and oth-
ers. Beverly Middleton is president and 63.55%
owner WWIT Canton, N. C. Mr. Morgan is di-
rector and .3% owner of WWIT. Announced
Nov. 27.
Hamilton, Ohio— John F. McNally d/b as Com-
munity Bcstg. Co. 96.7 mc, .335 kw unl. P. O.
address 1501 Woodview Lane, Hamilton, Ohio.
Estimated construction cost $3,200, first year
operating cost $3,000, revenue $4,000. Mr. McNally,
sole owner, has contracting and radio & tv serv-
ice interests. Announced Dec. 3.
Existing Fm Stations
ACTIONS BY FCC
CALL LETTERS ASSIGNED
KSMA-FM Santa Maria, Calif.— John I. Groom
& James Hagerman, co-partners, 102.5 mc.
KDEN-FM Denver, Colo.— KDEN Bcstg. Co.,
93.1 mc.
KYFM Oklahoma City, Okla. — Capitol City
Bcstg. Co., 98.9 mc.
Ownership Changes
ACTIONS BY FCC
KAIR Tucson, Ariz. — Granted assignment of
cp from William J. Hyland III, Dawkins Espy
and James H. Duncan to Josh Higgins Radio
Enterprises Die. for $135,000. Announced Nov. 21.
KYME Boise, Idaho — Granted assignment of
license to Keith E. and Ellen D. Patterson; con-
sideration $84,000. Announced Nov. 29.
KART Jerome, Idaho— Granted transfer of
control from Karl L. Metzenberg and Herbert E.
Everitt to Frederick M. Parry; consideration
$35,000. Announced Nov. 29.
KVTV (TV) Sioux City, Iowa; WNAX Yank-
ton, S. Dak. — Granted assignment of licenses to
Peoples Bcstg. Corp. (WRFD Worthington, and
WGAR-AM-FM Cleveland, Ohio; WMMN Fair-
mont, W. Va., and WTTM Trenton, N. J.); con-
sideration $3,000,000. Announced Nov. 29.
KJFJ Webster City, Iowa — Granted assignment
of license from Charles V. and Ruth B. Warren
to Triangle Bcstrs, Die. (D. D. Trew, president);
consideration $55,000. Announced Nov. 29.
WBFM (FM) New York, N. Y.— Granted trans-
fer of control from Muzak Corp. to Wrather
Corp. (J. D. Wrather, Jr., president; interests in
KFMB-AM-TV San Diego and KERO-TV Bakers-
field, Calif, and cps for tv stations in Yuma,
Ariz., and Boston, Mass.); consideration $4,175,000;
conditioned that stockholders of transferee who
have interests in DuMont Broadcasting Corp.
shall dispose of their interests in DuMont and
notify Commission thereof prior to such time as
DuMont fm station in New York City com-
mences program operation. (On Nov. 13 Commis-
sion granted assignment of cp of WHFI (FM)
there from Fidelity Radio Corp to DuMont.) An-
nounced Nov. 29.
WFEC Miami, Fla., WRFM Rochester, N. Y.—
Granted transfer of control to Harry Trenner,
Herbert Schorr, Fraternity Assoc. Inc., and 16
other stockholders; stock transaction. Messrs.
Trenner and Schorr own Florida East Coast
which owns Rochester Bcstg. Announced Nov. 29.
KRMW The Dalles, Oreg.— Granted transfer of
control from Harold L. Newhouse, et al., to Oliver
B. Earl (now 16.66% owner); transfer of remain-
ing 83.34% is to settle $18,000 loan obligation. An-
nounced Nov. 29.
WEZN Elizabethtown, Pa. — Granted assignment
of cp from Will Grofl to Colonial Bcstg. Co.
(Lowell W. Williams, president); consideration
$12,700 and 10 shares of stock. Announced Nov. 29.
KHFI-FM Austin, Texas — Granted assignment
of license to Roderick E. Kennedy; consideration
$14,875. Announced Nov. 29.
KORC Mineral Wells, Texas — Granted assign-
ment of license to Action Bcstg. Corp. (David B.
Klutgen, president) ; consideration $45,000. An-
nounced Nov. 29.
KKEY Vancouver, Wash. — Granted assignment
of license from Charles (father) and Ralph (son)
Weagant to latter, trading under same name,
through purchase of stock willed by father to
another son; consideration $3,700. Announced
Nov. 29.
KTWO-TV Casper, Wyo., KTWX-TV Sheridan,
Wyo. — Granted assignment of cps to Harriscope
Die, plus Irving B. Harris, Donald P. Nathanson
and Benjamin Berger, limited partnership, d/b
as Rocky Mountain Tele. Stations; stock trans-
action. Announced Nov. 29.
APPLICATIONS
KBTM-AM-FM Jonesboro, Ark. — Seeks assign-
ment of license from Regional Bcstg. Co. to Alan
G. Patteson Jr. and Matthew Carter Patteson d/b
as Patteson Brothers for $110,000. The Patteson
Brothers are equal partners, and are in farm
land grain elevator and an anhydrous ammonia
plant. Announced Nov. 29.
WHOO-AM-FM Orlando, Fla. — Seeks assign-
ment of license and SPA from WHOO Die. to
Brownstone Properties Dae. for $222,500 cash or
$250,000, part cash, part promissory note. Brown-
stone Properties is owned by Edwin B. Estabrook
Jr. (70%) and Maurice Weiss (30%). Mr. Esta-
brook has been owner, manager of WERI Wester-
ly, R. I. Mr. Weiss is advertising and sales pro-
motion manager for a N. Y. clothing manu-
facturer. Announced Dec. 2.
WTVW (TV) EvansviUe, Did.— Seeks transfer of
control of class A voting stock from Rex Schepp,
Mary Eaton Schepp, B. F. Schepp, Freeman
Keyes, Ferris E. Traylor and John W. Krueger in
permittee corp. (Evansville Television Die.) to
voting trustee, Freeman Keyes. Corporate change.
Announced Nov. 26.
KJOE Shreveport, La. — Seeks acquisition of
negative control of licensee corp. (Audiocasting
Die.) by Joe C. Monroe through purchase of
stock from Audiocasting Inc. (under stock-man-
agement transaction). Announced Nov. 29.
KRBO Las Vegas, Nev.— Seeks transfer of con-
trol of licensee corp. (Rainbow Die.) from Harry
Brier, David Cohen and Shurley Hirshberg to
Joseph Marandola for $30,000. Mr. Marandola is
general manager and 20% owner of KRBO. An-
nounced Nov. 29.
KGEO-TV Enid, Okla.— Seeks transfer of con-
trol (100% stock) of licensee corp. (Streets Elec-
tronics Inc.) from P. R. Banta et al. (9 stock-
holders) to Louis E. Caster and Ashley L. Robi-
son for $957,440. Mr. Robison is 75% owner of
KOVO Provo, Utah, 15% owner of WREX-TV
Rockford, 111., and 9% owner of KBYE Oklahoma
City, Okla. Mr. Caster is 50% partner in applicant
for tv station in Duluth, Minn. Announced Nov.
7.
KVAS Astoria, Ore. — Seeks acquistion of nega-
tive control of licensee corp. (Lower Columbia
Bcstg. Co.) by Tracy Moore Jr. and Jerome A.
Moore (a family group) through purchase of 25%
of stock from Albert L. Capstaff for $10,000. An-
nounced Nov. 27.
KYNG Coos Bay, Ore. — Seeks assignment of li-
cense from Harold C. Singleton and Walter N.
Nelskog d/b as KYNG Radio to KYNG Radio Inc.
for $70,000. KYNG Radio Inc. is owned by Phillip
F. Waters (50%), Milton A. Foland (25%) and
George F. Brice Jr. (25%). Mr. Waters is manager
of KYNG. Mr. Brice has insurance and real estate
interests. Mr. Foland has various business in-
terests. Announced Nov. 27.
KGW-AM-TV Portland, Ore. — Seeks assignment
of license from Pioneer Bcstg. Co. to King Bcstg.
Co. Corporate change. Announced Nov. 27.
WARM-AM-TV Scranton, Pa. — Seeks transfer of
control of licensee corp. (Union Bcstg. Co.) from
William W. Scranton to Transcontinent Televi-
sion Corp. for $210,000 as part of general recap-
italization. Announced Nov. 14.
WCOS-AM-FM Columbia, S. C. — Seeks assign-
ment of license from Radio Columbia to WCOS
Inc. for $107,500. George H. Buck Jr. new owner,
and father, are majority owners of WJNO West
Palm Beach, Fla. Announced Nov. 26.
WTND, WORG (FM) Orangeburg, S. C— Seeks
involuntary transfer of control of licensee corp.
(WTND Inc.) from J. I. Sims, Henry R. Sims,
Gelzer L. Sims, James L. Sims, and H. S. Sims,
as a family group, to Henry R. Sims, Gelzer L.
Sims, James L. Sims and J. L. Sims, J. H. Gres-
sette & J. B. Rembert as executors and trustees
of the estate of J. I. Sims, deceased and Hugo S.
Sims, Edward H. Sims & Henry R. Sims as
trustees of the estate of H. S. Sims, deceased. An-
nounced Dec. 3.
KGA Spokane, Wash. — Seeks assignment of li-
cense from Bankers Life and Casualty Co. to
Gran Bcstg. Co. for $250,000. Gran Bcstg. is owned
by L. F. Gran (80%) and others. Mr. Gran is
ll'/2% owner of Dliway Television Die, applicant,
Moline, HI., 25% partner of Rex Television Co.,
applicant, Duluth, Minn., and 14% stockholder
of Valley Telecasting Co., applicant, Green Bay,
Wis. Announced Dec. 3.
WVOW Logan, W. Va. — Seeks transfer of con-
trol of licensee corp. (Logan Bcstg. Corp.) from
Dr. H. H. Farley, Clarence W. Meadows and J. E.
Craft, as trustees, to Grover C. Combs, Dr. H. H.
Farley and W. Carson Browning, Jr., et al.
(stockholders). Corporate change. Announced
Dec. 3.
Hearing Cases
FINAL DECISIONS
By order of Nov. 27, Commission made effec-
tive immediately initial decision and granted ap-
continued on page 121
Page 116 • December 9, 1957
Broadcasting
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Lhulttpi*)red — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 20* per word — $2.00 minimum • HELP WANTED 25* per word — $2.00 minimum.
• All other classifications 304 per word — $4.00 minimum. • DISPLAY ads #20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting expressly repudiates any liability or responsibility for their custody or return.
RADIO RADIO RADIO
Help Wanted Help Wanted— (Cont'd) Help Wanted— (Cont'd)
Management
Eastern chain has new station under construction.
Needs assistant station manager immediately.
Eventually promotion to manager. Applicant
must have several years announcing experience,
sales experience, must be married, must have car.
Send tape, resume and photo. Box 157C, BROAD-
CASTING.
Sales
Sales manager with superior results wanted for
Atlanta, Georgia. Box 306C, BROADCASTING.
Experienced announcer-salesman, salary plus
15% commission. Some active accounts. Opening
January 15 or 30. Send tape, resume and refer-
ences. Box 310C, BROADCASTING.
Salesman with proven record, livewire for new
station KEAP c/w music-news. 2344 Railroad,
Fresno, Calif.
Immediate opening for experienced salesman in
metropolitan Pennsylvania market. Excellent
guarantee against 15% commission. Established
accounts and market. Send full information in
first letter, including experience and present
billing to Louis Murray, WRTA, Altoona, Penn-
sylvania.
Announcers
Florida top-notch pop BJ. $1*0 week to start.
Additional income by selling. Send tape, resume,
references first letter. Box 441B, BROADCAST-
ING.
Midwest daytimer wants experienced staff an-
nouncer for early morning dj and news work.
Prefer married man who wants to settle in finest
community in midwest. Send tape, photo's and
resume to Box 216C, BROADCASTING. 3rd
ticket or better required.
Good dependable combination man, southern
market. Write Box 234C, BROADCASTING.
Michigan independent seeks strong afternoon
deejav with restricted license. Send tape and de-
tails to Box 268C, BROADCASTING.
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, BROADCASTING.
Central Pennsylvania daytimer has a good job
for a staff announcer. Rush tape and info. Salary.
Box 278C, BROADCASTING.
If you are a disc jockey with experience con-
ducting teenage dance parties, we have an un-
usual opportunity. Salary plus percentage of
gate which should total over $300 a week income.
Box 308C, BROADCASTING.
Experienced announcer-engineer about January
15 or 30th. Pleasant working conditions, good
pay, new equipment. Send complete resume,
tape, references. Box 309C, BROADCASTING.
Ready to move up. $10,000 per year starting.
One of America's great independents, long num-
ber one in its market, has openings for two
top-flight deejays with contract starting at
$10,000 per year. If you're good, and ready to
move ud into a top market, air mail tapes and
background information to Box 320C, BROAD-
CASTING.
Actor type dj announcer-wanted. Ohio. Box
329C, BROADCASTING.
Ohio-dj, smooth professional sound, voice with
a smile. Non-toD fortier. Knows standards. Call
Akron, Blackstone 3-6171.
Two south-western area announcers needed. Ex-
cellent pay, metropolitan programming. Write or
visit, Harry O'Connor, KTEM, Temple, Texas.
Announcers
Experienced dj familiar with music, news format.
Send tape dj show and news to KWOW, Pomona,
California.
Immediate opening for staff announcer, strong
on news and music. Contact PD, Ted Barker,
WJOY, Burlington, Vermont.
Experienced versatile announcer who knows
popular music for Washington, D. C. area inde-
pendent. Send resume, tape and photo to Jack
Moran, WPIK, Alexandria, Virginia.
Big small town market of 70,000 (general vicinity
of Atlanta) wants combo man with 1st phone
ticket for night shift — never more than 4 or 5
hours per night on board, only 5 nights a week.
Must have good voice. Send tape, resume and
desired starting salary immediately to Don
Mitchell, 230 Lakeview Ave., NE, Atlanta 5,
Georgia.
Technical
Eastern Kentucky daytimer needs first class
engineer immediately. Send complete resume
Box 991B, BROADCASTING.
Need engineer for active station. Some announc-
ing. Good pay and pleasant working conditions.
Box 138C, BROADCASTING.
Chief engineer. Immediate opening for experi-
enced engineer, Virginia station. Send complete
information. Box 193C, BROADCASTING.
New 1000 watter seeks rare combination and is
willing to pay to get it: First phone man, sales-
man, writer, announcer, in short, a radio man of
the old school. This man might have learned his
radio in depression days, he might be ex station
owner, ex-drunk or he might have been fired
from dozen jobs for aggressiveness. But he can
handle any phase when chips are down. He can
sell good programs, not spots and he can work
with small town businesses and civic clubs. This
is tight, small town operation but beautiful spot
to hang your ticket for keeps. Give us positive
proof in first, and only, long air mail letter and
we'll give you far above average guarantee along
with deal on sales that will let you name earn-
ings. New equipment installed, we will delay air
date until we get our man. Box 275C, BROAD-
CASTING.
Engineer directional experience for Atlanta,
Georgia. Box 307C, BROADCASTING.
Experienced chief engineer-announcer. Send
tape, experience to KWOW, Pomona, California.
Chief engineer-announcer, good salary; send tape
and resume to WDBL, Springfield, Tenn.
First class radio telephone license engineer.
Steady employment, send qualifications, refer-
ences WICA, Ashtabula, Ohio.
Immediate opening for chief engineer-announcer
for 1000 watt southeast independent station. Good
pay, pleasant working conditions. Send tape,
photograph, and resume to WJAT, Inc., Swains-
boro, Ga.
1st class combo man wanted. Need not be too
strong on technical side. $85.00 per week. Day-
time only. WJIG, Tullahoma, Tenn.
Wanted, engineer-announcer with first class
phone. Southern West Virginia CBS affiliate. An-
nouncing experience stressed. Transmitter watch
duties to spell other technicians. Immediate open-
ing. Group insurance program. WJLS, Beckley,
West Virginia.
Technical supervisor take charge well equipped
am-fm operation. New Gates kilowatt am, GE fm
transmitters, remote controlled. Applicants must
have several years all-around maintenance ex-
perience. Excellent opportunity for engineer
preferring station which maintains A-l equipment
condition. Contact Ray Cheney, WMTX, Mt.
Vernon, Illinois.
Production-Programming, Others
Combo news-staff man with emphasis on news in
depth. Permanent berth in major Ohio metro-
politan market to man who can cut the mustard.
Starting salary commensurate with experience
and ability. Send resume, photo, tape and other
pertinent information first letter. Box 197C,
BROADCASTING.
Newsman for southern New England 5 kw net-
work affiliate. Emphasis on gathering and
writing local news. Air work not necessary.
Youth, enthusiasm and sports knowledge de-
sirable. Send full information to Box 231C,
BROADCASTING.
Opportunity security 1000 watt Pa. daytimer,
top salary afternoon program director. Live wire
staff. Box 325C, BROADCASTING.
Radio-tv news department needs experienced
newsman. Photographic experience helpful.
Rush pix, complete resume. Joe Andrews,
WMAZ, Macon, Georgia.
RADIO
Situations Wanted
Management
Recently sold my station after ten years of prof-
itable operation. Ready to bring you a most
thorough and comprehensive knowledge of the
broadcasting business, all phases. Married, fam-
ily, 37 years old, available February. Looking
for community with a future. Box 224C, BROAD-
CASTING.
Manager. Well versed programming, sales, ad-
ministration. Young, aggrpssive, hard worker.
Box 292C, BROADCASTING.
Manager, why risk your investment with inex-
perience? Not a miracle man but I really know
radio and am a result getter. Excellent char-
acter, reliable 48. Reasonable salary. Box 301C,
BROADCASTING.
Sales manager, or top salesman. Accustomed to
selling choice accounts without pressure. A go-
getter with long radio experience. Fine char-
acter, reasonable salary and commission. Prefer
southern states. Box 302C, BROADCASTING.
Assistant manager-program director. Twelve
years radio and tv. Combo. Announcing. Sales.
P-B-P. Writing. Music. College graduate. Stable,
civic-minded, family man. Age 35. Best refer-
ences. Want opportunity, not only to join grow-
ing organization, but to contribute to its growth.
Box 326C, BROADCASTING.
Here is a good man. Presently my commercial
manager, he is qualified to become general man-
ager but there is no room here for him to move
higher. He is completely familiar with station
operation, serving four stations over the past 11
years. Recommended highly. Contact S. A. Has-
san, General Manager, WROY, Carmi, Illinois.
Sales
Salesman. Experienced programming and sales.
Creative, ideas. Permanent. Reasonable draw.
Box 293C, BROADCASTING.
Announcers
Combo, experienced, from 250 watts to 5000
watts. Midwest preferred. Box 330C, BROAD-
CASTING.
Basketball announcer, 7 years experience. Finest
of references. Excellent voice. Box 898B,
BROADCASTING.
Experienced announcer with first phone desires
to locate in New England. College; 27; employed;
no maintenance. Box 155C, BROADCASTING.
DJ beginner, capable, eager to please, salary sec-
ondary to opportunity. Grad N.Y. radio school.
Tape and resume immediate on request. Box
203C, BROADCASTING.
Girl-personality, dj, run own board, eager to
please. Free to travel, gimmicks, and sales. Box
204C, BROADCASTING.
Broadcasting
December 9, 1957 • Page 117
RADIO
RADIO
TELEVISION
Situations Wanted — (Cont'd)
Announcers
Personality-dj strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 205C, BROADCASTING.
Having trouble finding an all night dj? You've
found him. Single, vet, experienced. Box 211C,
BROADCASTING.
Starting a jazz show? I'd like to spin the sides
for you. Experienced. Vet. Single. Box 212C,
BROADCASTING.
Personality dj, morning man, audience builder,
merchandise mover. Family man, no floating
flash. Can also sew up mid morning woman au-
dience with warm, friendly, different approach.
Tried under fire in highly competitive market
and large area. TV-pd and 12 years radio experi-
ence. Best references. East or Ohio preferred.
$200 minimum. Box 230C, BROADCASTING.
College grad, 33„ 10 years experience, staff and
dj, prefer 300 mile radius of Louisville, Ken-
tucky. Box 245C, BROADCASTING.
Combo man, 1st phone, consider routine main-
tenance. Available immediately. Box 265C,
BROADCASTING.
Young announcer, experienced, college graduate,
vet. Desire permanent position as staff an-
nouncer, reporter-announcer or play-by-play,
Box 267C, BROADCASTING.
Good news, commercial, disc jockey, first phone,
college, veteran, married. Box 269C, BROAD-
CASTING.
Experienced announcer, married. 29. Desires
dj position, pleasant voice. Prefer Iowa, Kan-
sas, Missouri, Oklahoma. Box 284C, BROAD-
CASTING.
Attention eastern America, I am an experienced
announcer who can operate a console and who
can also capably handle any breach in station
operation, should it arise. Therefore if you want
an announcer who is not "run of the mill,"
write to Box 287C, BROADCASTING, for full
information.
Commercial, dj, 2 years experience, just out of
Army, seek eastern location. Will consider others.
Box 288C, BROADCASTING.
Sports, news. Ten years experience. Permanent
position required. Available immediately. Box
299C, BROADCASTING.
Top dj, three years experience, knows music,
good commercial, family. Box 303C, BROAD-
CASTING.
Staff announcer: experienced, news, commercial,
dj work. Seeks position. Will travel. Tape on
request. Box 311C, BROADCASTING.
Staff announcer: experienced news, commercials,
dj board operation. Young. Will travel. Box
312C, BROADCASTING.
Staff announcer: experienced, news dj work,
commercial copy. Tape available. Will travel.
Box 313C, BROADCASTING.
Want personality all-around announcer with ex-
perience? Production minded, adjust to any sta-
tion. Procedure to anywhere. Box 318C, BROAD-
CASTING.
Three years experienced combo-man desires
position. First class license, will move, excellent
references. Reply to Box 327C, BROADCAST-
ING.
Announcer, first phone, seeks permanent posi-
tion, experienced, married, college, stable. Box
328C, BROADCASTING.
Experienced announcer-engineer, first phone.
Box 1208, Stewartville, Minnesota. Phone 5791.
Broadcasting school graduate desires a start in
announcing. Can operate console. Age 20, single,
4F. Can prove self if given a chance. Joseph
Baker, 7337 S. Lowe, Chicago 21, Illinois.
4 years radio. Know good music. Married. Em-
ployed. Charlie Doll, Station WFTR, Front Royal,
Virginia.
Combination man. 1st ticket. Board operator. All
staff duties. Some maintenance. Moore, 737 11th
Street, N. W., Washington, D. C, Metropolitan
8-5255.
Technical
Licensed first class chief engineer, qualified farm
director and photographer. Box 266C, BROAD-
CASTING.
Help Wanted — (Cont'd)
Technical
Combo man, 1st phone, lousy announcer, miser-
able engineer wants soft job, good pay, easy go-
ing employer. Box 276C, BROADCASTING.
Engineer, first phone, plenty of experience,
xmtr operation and maintenance. Some tv xmtr
operation. Don't drink. Box 305C, BROADCAST-
ING.
Experienced chief engineer, construction, direc-
tionals, management, sales. Available immedi-
ately. Bob LaRue, 3612 Centinella, North High-
lands, California, EDgewood 2-1529.
First phone, 23, two years experience BC-610,
Viking I. No broadcast experience. Prefer Okla-
homa or southern Louisiana. Marvin Livingston,
514 South 13th, Muskogee, Oklahoma. MU-28188.
Chief or non-combo engineer, 20 years ex-
perience am and fm; micro-wave links; direc-
tional; strong on preventive and corrective
maintenance. M. Scott, 206B Baltimore St., Hunt-
ington Beach, Calif.
Production-Programming, Others
Copywriter-dj, 35, seven years experience, inter-
ested selling. Resume, continuity specimens, tape.
Box 256C, BROADCASTING.
Newsman, 7 years radio-newspaper experience;
seeks metropolitan market, prefers east; ac-
curate, fast coverage, professional air delivery;
best references; car. Box 282C, BROADCASTING.
Well experienced in radio, some television. Full
particulars on inquiry. Box 283C, BROADCAST-
ING.
Newsman-announcer presently with major tv-
radio station seeks position in east. Experienced
in production, film and tape editing. Box 291C,
BROADCASTING.
Program director. Nine years all phases. Lots of
saleable ideas. Box 294C, BROADCASTING.
Newsman. Large market only. Will gather, write,
air. Thoroughly experienced. Box 295C, BROAD-
CASTING.
Girl Friday, copy, air, traffic, secretarial-college
background. Available now. Box 300C, BROAD-
CASTING.
Continuity director-newscaster, 16 years radio-
tv including 11 years continuity director major
national agency. Permanent local station con-
nection about January 1. Box 319C, BROAD-
CASTING.
Giving your fm programs away? Fine music
can be programmed for commercial effective-
ness. Box 321C, BROADCASTING.
TELEVISION
Help Wanted
Sales
Salesman wanted for growing Rocky Mountain
city, vhf network station. Excellent opportunity.
Write Box 208C, BROADCASTING.
Announcers
Wanted, young newsman. Desire more important
than experience. Salary range, 75-80. Send tape,
photo, resume to: Don Potter, WKNX-AM-TV,
Saginaw, Michigan.
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B, BROADCASTING.
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
Transmitter engineer for vhf station in metro-
politan midwest city. Radiotelephone first re-
quired. Salary range $80.00 to $125.00, other
benefits. Opportunity to advance from small ra-
dio or tv operations to a large operation. State
experience, education, and provide a recent
snapshot. Box 206C, BROADCASTING.
If you have a first class license and good voice,
like to work, enjoy eating and dressing well, want
to live in one of the nation's outstanding recrea-
tional areas, and are looking for ar real opportu-
nity with a growing company, rush letter, tape
and photo to Dick Vick, KGEZ-TV, Kalispell,
Montana.
Situations Wanted
Management
General manager now managing network vhf
station, small market. Have developed present
station to maturity and now desire larger mar-
ket. Ten years radio and television management
experience. Extensive midwest and New York
agency contacts. Excellent network and national
representative relations. Under 40. References.
Box 232C, BROADCASTING.
Need a young man with proven record for tv
station or sales management in major market?
8 years tv experience in major market station
and sales management and tv rep sales. Works
smoothly with associates. Can get more busi-
ness for you in the toughest selling situations.
Top references from former employer, stations,
agencies, clients, networks and trade. Currently
employed. For resume, write Box 317C, BROAD-
CASTING.
Strong on sales and organization. Interested in
station with real future that will pay for a job
well done. 13 years experience in both radio
and tv with thorough knowledge of key agen-
cies. Size and location of market not important.
Will be available January 1 and have real suc-
cess story to tell. Box 323C, BROADCASTING.
Sales
Selling out my business (D&B D-2). Experienced
radio-tv sales, 31, single, BFA, MA, seeking op-
portunity tv sales. Available January 1. Box
191C, BROADCASTING.
Sales manager. Twelve years national, local,
management experience radio and television.
Thirty-five, married, family, presently employed.
$10,000.00. Let's talk it over. Box 279C, BROAD-
CASTING.
11 successful years selling radio, tv. UHF ex-
perience. Not afraid of competition. Family, 31,
finest references. No hotshot but a businessman.
I'll make you money. Box 296C, BROADCAST-
ING.
Announcers
Experienced announcer, presently employed in
radio, desires advancement to tv. Single, 27,
veteran. Tape, resume available. Box 908B,
BROADCASTING.
Two years on-camera experience, emphasis on
commercials. Late movie host, news and sports
shows. Ready to locate with progressive station.
Box 315C, BROADCASTING.
Technical
First phone, three years television studio opera-
tion and maintenance experience. Prefer mid-
west. Box 274C, BROADCASTING.
Experienced am and tv engineer desires to lo-
cate in northwest. Box 280C, BROADCASTING.
Engineer, first phone, three years experience.
All phases of studio operation. Prefer the west.
Box 297C, BROADCASTING.
Production-Programming, Others
Yes! Five years television production experi-
ence. Director, audio, camera, floor, film, light-
ing, announcing. Yes! Ready and willing to
shoulder responsibility. Yes! Reliable, family
man, sober. Yes! Presently employed but seek-
ing advancement. Write Box 199C, BROAD-
CASTING.
Producer-director. Experienced. Family. Pres-
ently employed top eastern basic. All phases pro-
duction. Desires more opportunity. Box 277C,
BROADCASTING.
Man has over 200 hours of television working
experience, all phases of television program-
production in school studios. Also a trained sing-
er with experience booking entertainment. Box
298C, BROADCASTING.
News director. Employed editor, 31. Top writer,
reporter. Nine years local, state, national news.
Can organize, gather, present news. Box 316C,
BROADCASTING.
FOR SALE
Stations
Investment capital up to $20,000 for new Cali-
fornia radio station in fine isolated market. Pre-
fer experienced broadcaster who can work at
station as well. Box 273C, BROADCASTING.
Page 118 • December 9, 1957
Broadcasting
FOR SALE — (Cont'd)
FOR SALE — (Cont'd)
FOR SALE— (Cont'd)
Stations
Equipment
Equipment
Partner opportunity. California station in grow-
ing community needs industrious partner. Mod-
est investment required. Experience and ability
in sales-announcing or engineering-announcing
essential. Box 322C, BROADCASTING.
Massachusetts $101,000; Pennsylvania $78,000;
Connecticut $250,000; Florida $75,000; North
Carolina $45,000; Michigan 70,000; West Virginia
$60,000; Florida $350,000. Please write Haskell
Bloomberg, Broker, Lowell, Massachusetts.
Several Florida stations, both profitable and
potential types, which may be combined for
economical group operation. Paul H. Chapman
Company, 84 Peachtree, Atlanta.
Upper New England, single station market,
asking price $70,000. Paul H. Chapman Company,
17 East 48th, New York.
Gulf south metropolitan market, $140,000, terms.
Paul H. Chapman Company, 84 Peachtree,
Atlanta.
St. Louis-Little Rock area. A full time station
now available. Ralph Erwin, Broker. Tuloma
Building, Tulsa.
St. Louis-Kansas City area. A top notch market
and station. Full time. Ralph Erwin, Broker.
Tuloma Building, Tulsa.
Special. A semi-metropolitan area with highly
diversified economy. The 0.5 mvm signal of this
station reaches a market in excess of 106,000
people. Mid-continent area. A full-time station.
Offered for private sale to qualified principals
only. Priced under $100,000. Written inquiries are
invited. Ralph Erwin, Broker. Tuloma Building,
Tulsa.
Norman & Norman, Inc., 510 Security Bldg.,
Davenpert, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
New tower. Free standing, 115 foot Dresser-
Ideco. Never erected. Complete tower and foot-
ing drawings. Write Box 207C, BROADCAST-
ING.
Two Ampex model 350C with new guarantee; one
with remote control. Both for $1750. Also new
Ampex 612 Stereo playback with two 620 speak-
er amplifiers. $500.00 complete. Box 241C,
BROADCASTING .
Four 50KVA, 60 cycle, single phase, air cooled
transformers. Two primaries, 120/240 volts. Sec-
ondary 440/480 volts. Bargain. Box 324C, BROAD-
CASTING.
For sale, fm mast. Collins six bay doughnut tuned
to 99.7. $900.00 F.O.B-, Sedalia, Missouri. Apply
M. J. Hlnlein, KDRO-TV, Phone 1651, Sedalia.
For sale: 250 watt Gates fm transmitter, fre-
quency monitor, frequency deviator, 200 feet
Andrew coax cable and two bay antenna. Write
KPOC, Pocahontas, Arkansas.
Complete Rust remote including 1080A, 1081A
units, off air monitor receiver, relays, actuator,
fine working, like new, bargain $775.00. KSPR.
Casper, Wyoming.
For sale, 1 Channel 12 four-bay Prodelin antenna,
1 channel 13 diaplexer, 2 channel 13 Marmonic
filters. Contact Lloyd Amoo, KXJB-TV, Valley
City, North Dakota.
RCA tyne 72-D recording attachment with re-
cording "head, base attachment and 1.5 mil cut-
ting stylus (new). Priced to sell as bargain. Call
or write Chief Engineer, WILO, Frankfort, Indi-
ana.
50,000 watts am broadcast transmitter. Western
Electric type 306B, Serial 101. Two year supply
of tubes, $10,000. WJR, Detroit 2, Michigan,
A. Friendenthal.
Two 50 watt RCA used transmitters, some age,
but good working condition. Contact Charles M.
Erhard, WPME, Punxsutawney, Pa., Telephone
1221.
Dage 60B Vidicon complete plus remote controls.
Never used. $975. Box 81, Huntington, W. Va.
400 foot guyed heavy-duty supporting tower gal-
vanized with lights. I. K. Corkern, 960 E. River
Oaks Dr., Baton Rouge, La.
For sale: Ampex 350, 350-2, 600, 60, 601-2, and A
series available from stock at Grove Enterprises,
Roslyn, Pa., TUrner 7-4277.
For sale power unit-15 kw. 120-240 volt, single
phase, gasoline engine, manufactured by Inter-
national Diesel Corp., never used, cost $3300.00,
selling price $1100.00. Nash Greenville Co., Route
#1 Hadley Road, Greenville, Pa.
WANTED TO BUY
Stations
Three radio men desire fulltime station in pro-
gressive market. Have experience and finances.
Box 190C, BROADCASTING.
Able manager, excellent profits record, 20 years
experience. Can make moderate investment to-
ward lease with purchase option, stock option
plan, partnership with absentee or inactive own-
er, or outright purchase. Box 225C, BROAD-
CASTING.
Private party desires outright purchase of sta-
tion or cp in Wisconsin, Iowa, Minnesota or U. P.
Adequate capital, confidential dealing. No bro-
kers, please. Reply to Box 286C, BROADCAST-
ING.
Equipment
Wanted to buy, 10 kw fm transmitter, other fm
accessories. Reply Box 467B, BROADCASTING.
Want to buy used, self-supporting tower, suitable
for tv antenna support. Must be 200 ft. or better.
Also one used GPL projector in good condition.
Box 238C, BROADCASTING.
Will buy sound effects library in good con-
dition. State label and use. Box 271C, BROAD-
CASTING.
Wanted to buy 1 kilowatt am transmitter for
Conelrad and standby use. Box 272C, BROAD-
CASTING.
Television Personnel
TRAINED
for Every Studio Position
Northwest's television personnel are professionally trained in
modern studios with the latest equipment . . . closed circuit
telecasts and specialized training taught by network veterans.
Northwest can fill your television positions with trained,
capable people just as they are doing for stations throughout
the country.
Remember . . . WHEN YOU NEED TRAINED PEOPLE -
Call NORTHWEST SCHOOLS for TELEVISION PERSONNEL . . .
(CApitol 3-7246 in Portland)
NORTHWEST SCHOOLS
Studios in:
HOLLYWOOD, CALIF. • CHICAGO, ILLINOIS • PORTLAND, OREGON
J" CAMERA. Mastering the television FILM. Students receiving instruc
" camera during a closed circuit tion on film techniques.
^ telecast.
FLOOR. Floor director of a typical CONTINUITY. Continuity work —
0) class produced telecast. an important phase of Northwest's
*™ television training.
DIRECTING. Directing o recent ANNOUNCING. On-camera com-
" Northwest class production. mercials — an important phase of
television announcing.
Broadcasting
December 9, 1957 • Page 119
WANTED TO BUY
RADIO
RADIO
Equipment
Help Wanted— (Cont'd)
Situations Wanted
Low power fm transmitter with associated
equipment. Must be reasonable. State condition
and cash price. Box 281C, BROADCASTING.
Interested in used studio equipment, G.E. or
R.C.A., studio camera chains, special effects am-
plifiers, etc. Reply to Box 304C, BROADCAST-
ING.
Wanted tower 200 to 300 feet galvanized 30
pound self supporting. Wire or write descrip-
tion and price to E. C. Frase, Jr., WMC-WMCT,
Memphis, Tennessee.
Interested in purchasing a 3 kw or a 5 kw fm
transmitter or a 5 kw fm amplifier which can
be driven by a 1 kw RCA fm transmitter.
E. Sonderling, WOPA, Oak Park, Illinois, Village
8-5760.
We buy tower of 450 feet high, with insulators
and retains. Lights equipment, preferable in
aluminum three faces. Please address replies to
Radio Station XEAW, P. O. Box 628, Monterrey,
Nuevo Leon, Mexico. Besides we buy two 250
watt RCA Victor equipment.
Wanted 1000 watts am transmitter, 5 years old.
Gates or RCA. Radio XEPO, Venustiano Car-
ranza 4-A, San Luis Potosi, Mexico.
Cash for 3 kw fm transmitter and monitors.
State make and condition. Schneider, P. O. Box
989, Oxnard, California.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30, Pa.
INSTRUCTIONS
FCC first phone preparation by correspondence
or In resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services.
737 11th St., N. W., Washington, D. C.
PROGRAM IDEAS
Spot commercial copyrighted program ideas, ex-
clusive, factual fascinating material, sample
scripts, details available. Box 121C, BROAD-
CASTING.
RADIO
Help Wanted
Sales
Excellent opportunity for top
notch Sales Promotion man in
major radio and TV market.
Must be experienced in creative
Sales Promotion techniques.
This is a top job for the right
man. Rush background mate-
rial in confidence to
Box 215C, BROADCASTING
Announcers
QGOGOOQUQUUQQOOGQOOOGUOOOOUOOG
§ SNAPPY, HAPPY §
g MORNING MAN §
o WANTED o
q For a million market top rated indie, §
G must be a "pro", experienced, send o
© resume, tape with sample AM dj show to ©
O Box 285C, BROADCASTING o
GGGGGGGGGGGGGGGGGGGGGGGGGGGGGG
AIR SALESMAN!
Sacramento's top-rated music and news per-
sonality station wants to immediately contact a
REALLY effective air salesman (D.J.), preferably
with a first ticket. Excellent salary — fine earning
opportunity — wonderful California community.
Rush audition tope, photograph and past ex-
perience resume to Jack Lawson, Station KXOA,
P. O. Box 3094, Sacramento 15, Calif.
TELEVISION
Help Wanted
=36=
CALIFORNIA NETWORK
VHF TV STATION
EXPANSION
Requires The Following Personnel
1. SALESMAN — For local sales, salary
and over-ride, neat appearing. Send
complete resume and photo.
2. ANNOUNCER — Neat appearing,
able to handle live commercials, booth
and other local phases. Send tape and
photo with resume.
L 3. ARTIST — Man or woman for creative
artwork as well as layouts, ads, pro-
motion pieces in promotion depart-
ment. Send samples, photo and resume.
4. PHOTOGRAPHER — Knowledge of
all phases of TV photography, 35
mm. slides, 16 mm. processing equip-
ment, 4x5. Send complete resume with
samples of work.
5. ARTIST-PHOTOGRAPHER— Able
to handle all art as well as photo.
Air-brush, showcard machine, hand
lettering, art work, plus 16 mm. film
processing, 35 mm. slides, etc. Send
complete samples and resume.
Write Box 270C, BROADCASTING
Production-Programming, Others
NEWS DIRECTOR
Growing chain wants top-flight
news director effective January
First. Unless you are a mature
hard-hitting newshawk that can
dig it up and deliver it, don't
waste our time. Experience and
writing ability a must. Salary open.
Rush tape, photo, resume and
salary range to
Box 148C, BROADCASTING.
Management
-^y~- ■~&v^&~> vS?-- •-^x^--<^v^>V
§ AVAILABLE SOON! f
Highly Qualified
§ Executive Vice President §
§ and General Manager §
| Of One of America's Leading
y Major Market Independents y
§ 12 Years Experience §
• Station Management
• National Representation |
Heavy Emphasis on: r
• SALES i
• PROMOTION |
• PROGRAMMING |
• ADMINISTRATION |
§ Excellent references. §
Inquiries invited. &
LBox 33 1C, BROADCASTING. £
Announcers
5 years staff (all phases) best metropolitan sta-
tions (2) 8 years free lance. Major league base-
ball ; New York network radio-tv commercial
announcer. Program, sales experience. Superior
quality (tapes, films, resume) will attest. Seeking
radio-tv position where talents can be exploited
to best, advantage of all. Young (33) with best
references in U.S.A. Why am I looking? The New
York Giants have moved to San Francisco.
Box SHC, BROADCASTING
Just going on the air— or
Looking for new blood?
(then please note)
Chief Engineer— 11 yrs. radio, 9 yrs. TV
Program Director— 11 yrs. radio, 6 yrs. TV
with one of the Nation's
leading AM & TV Stations
Contact Box 289C, BROADCASTING
EMPLOYMENT SERVICES
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7. D. C.
Page 120 • December 9, 1957
COME SOUTH!
Mississippi Broadcasters Associa-
tion, membership over 60 stations,
have openings for all phases of
broadcasting, including manage-
ment. If you would enjoy living in
leisurely mild climate with excel-
lent working conditions and good
pay, contact Mississippi Broadcast-
ers Placement Service (no fee), Paul
Schilling, WNAT, Natchez, Missis-
sippi.
Broadcasting
FOR SALE
FOR THE RECORD Continued from page 116
Stations
FOR SALE
RADIO STATION
METROPOLITAN AREA
"Pay-as-you-operate" plan will buy this
major market station, thus affording tax-
saving method to seller. Dominant major-
ity stockholder accepting executive posi-
tion in larger non-competitive business
which requires station sale. This valuable
property is well-known in this continually
expanding area with history to prove it
profitable future. Modest cash payment
will set the stage for this deal to buyer
with financial reputation and experience.
Guaranteeing entire station price. Easy
"buy-as-you-operate" payments do not
allow for brokers fee. Write directly to
Box 258C, BROADCASTING.
Equipment
TAPE RECORDERS
AH Professional KikN
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4406 W. North Avesrae
Milwaukee 8. Wise.
Hilltop 4-2T15
America's Tape Recorder Specialists
WANTED TO BUY
Equipment
Wanted U.H.F. Transmitter
and accessories
Gene O'Fallon & Sons
639 Grant St., Denver Am 6-2397
Dal la r
far
Dallar
you can't
beat a
classified ad
in getting
top-flight
personnel
plication of Great Trails Bcstg. Corp. for renewal
of license of am station WING Dayton, Ohio.
Commissioner Bartley dissented.
By order of Nov. 27, Commission made effec-
tive immediately initial decision and granted ap-
plication of St. Charles County Bcstg. Co. for new
am station to operate on 1460 kc, 5 kw, DA, D,
in St. Charles, Mo.
By memorandum opinion and order of Nov.
27, Commission granted petitions by Broadcast-
ers, Inc., South Plainfield, N. J., Eastern Bcstg.
Co., Inc. (WDRF) Chester, Pa., and Tri-County
Bcstg. Corp., Plainfield, N. J., and enlarged issues,
to extent set forth in memorandum opinion and
order, in proceeding in their am applications in-
volving 1590 kc; denied motion of Tri-County to
strike Broadcasters supplemental petition to en-
large issues.
By order of Dec. 4, Commission made effec-
tive immediately initial decision of Oct. 30, as
amended and granted application of Whatcom
County Bcstrs. for new am station to operate on
930 kc, 1 kw, D, in Bellingham-Ferndale, Wash.
By order of Dec. 4, Commission made effective
initial decision of Sept. 25, as modified, and grant-
ed application of Claremore Bcstg. Co. for new
am station to operate on 1270 kc, 500 w, D, in
Claremore, Okla.
By order of Nov. 27, Commission, on petition
by Tri-State Radio Corp., dismissed latter's ap-
plication for new am station (WKYV) to operate
on 1050 kc, 250 w, D, in Loyall, Ky., and termi-
nated proceedings which were initiated by Radio
Harlan, Inc. (WHLN) Harlan, Ky., protest to
Feb. 20 grant of Tri-State application.
INITIAL DECISIONS
Hearing Examiner Herbert Sharfman issued
initial decision looking toward grant of applica-
tion of Jackson County Bcstg. Co., for new am
station to operate on 1320 kc, 500 w, D, in Ma-
quoketa, Iowa. Announced Dec. 3.
Hearing Examiner H. Gifford Irion issued sup-
plement to April 15 initial decision ordering re-
maining as before ordering clause of initial deci-
sion which looked toward grant of application of
Town and Country Radio, Inc., for new am sta-
tion to operate on 1150 kc, 500 w, D, DA, in Rock-
ford, HI. Announced Dec. 3.
Hearing Examiner Annie Neal Huntting issued
initial decision looking toward grant of applica-
tion of Gold Coast Bcstg. Co. for new am sta-
tion to operate on 1380 kc, 500 w, D, in Lake
Worth, Fla. Announced Dec. 4.
Hearing Examiner Jay A. Kyle issued initial
decision looking toward grant of application of
Greenwood Bcstg. Co., inc., for new tv station to
operate on ch. 6 in Greenwood, Miss. Announced
Dec. 4.
OTHER ACTIONS
By separate orders of Nov. 27, Commission (1)
ordered hearing examiner to reopen record in
proceeding on application of Texas Technological
College for new tv station to operate on ch. 5 in
Lubbock, Texas, for further hearing to determine
whether applicant is legally qualified fully to
operate, as well as own and construct, proposed
station, including commercial as well as non-
commercial operation thereof; to determine full
facts and circumstances surrounding agreements
of Texas Telecasting, Inc. (KDUB-TV ch. 13),
and Bryant Radio and Television, Inc. (KCBD-
TV ch. 11), both Lubbock, to donate funds to ap-
plicant, including terms and conditions thereof,
with special reference to whether applicant would
thus, by agreement, understanding, or otherwise,
be precluded from carrying commercial tv pro-
gramming if public interest so required: and to
determine full facts and circumstances surround-
ing dismissal of application in this proceeding of
C. L. Trigg including, but not limited to, account
of expenses incurred by Trigg for which he was
assertedly partially reimbursed, and source or
sources of the $25,000 paid to Trigg; examiner to
issue supplemental initial decision; hearing to be
expedited (Commissioner Bartley dissented and
voted for conditional grant; Commissioner Mack
dissented I; (2) dismissed petition of American
Bcstg. Co. requesting Commission on its own
motion to enlarge issues in this proceeding and
reopen record if necessary, and dismissed as
moot motion of Texas Technological College to
strike ABC's petition; and (3) granted motion by
the Broadcast Bureau and dismissed petition by
Western Television Co. requesting that Texas
Technological College application be dismissed or
that record be reopened and that Western be
made party thereto.
Commission on Dec. 4 directed preparation of
documents looking toward:
Granting application of Beehive Telecasting
Corp. for new tv station to operate on ch. 11 in
Provo, Utah.
Denying petitions by (1) South Florida Tele-
vision Corp. and East Coast Television Corp. for
reconsideration and rehearing of June 21 revised
decision which affirmed Jan. 20, 1956 grant to
Biscayne Television Corp. of cp for new tv sta-
tion (WCKT) to operate on ch. 7 in Miami, Fla.,
and denied competing applications of South
Florida, East Coast and Sunbeam Television
Corp., and (2) Gerico Investment Co. (WITV
ch. 17), Fort Lauderdale, Fla., for reconsidera-
tion of June 21 order which denied its petition
for suspension of operation by Biscayne Tele-
vision Corp. of WCKT, reopen comparative tv
proceeding and to make Gerico party intervenor;
Granting application of Sanford A. Schafitz
for new am station to operate on 1380 kc, 500 w,
D, in Lorain, Ohio.
Granting application of Lawrence A. Reiliy
and James L. Spates for new am station to oper-
ate on 980 kc, 1 kw, D, in Groton, Conn., and
denying application of The Thames Bcstg. Corp.
for new am station to operate on 980 kc, 500 w,
D, in Bridgehampton, N. Y.
Routine Roundup
ACTIONS BY FCC
Commission invites comments by Dec. 27 to
proposed rule making to amend allocation plan
for Class B fm stations by adding ch. 283 to
Philadelphia, Pa., and substituting ch. 278 for
ch. 284 in Trenton, N. J. The Young People's
Church of the Air, Philadelphia, petitioned for
change in order to make ch. 283 available for
Philadelphia. Announced Nov. 29.
By memorandum opinion and order, Commis-
sion denied protest and petition for reconsidera-
tion of Charles C. Boren, Jr. (WAMY) Amory,
Miss., directed against Commission Sept. 26 grant
without hearing of application of Miss Ark
Bcstg. Co. for new am station (WESY) to oper-
ate on 1580 kc, 1 kw, D, in Leland, Miss. An-
nounced Nov. 29.
Commission invites comments to proposed rule
making to amend allocation plan for Class B
fm stations by substituting ch. 223 for ch. 245
in Sacramento, Calif., for subsequent assignment
to station KFBK-FM Sacramento, in order to
elimina*te television interference in area due to
present operations of KFBK-FM on ch. 245. An-
nounced Nov. 29.
By letter, Commission denied request by Mc-
Clatchy Bcstg. Co. (KBEE-AM-FM) Modesto,
Calif., for waiver of rules relating to station
identification to announce call letters as "K B
double E." It stated: ". . . In this connection, it
should be pointed out that in considering re-
quests for waiver of above rules, Commission
must consider purpose and intent thereof. As
you know, there exist large numbers of broad-
cast stations, as well as other classes of stations
with various types of calls which must be
checked and definitely identified by Commission's
monitoring stations. To allow deviations which
defeat the intent and purpose of Sections 3.117
(a) and 3.287 (a) would tend to create confusion
and add to already difficult task now assigned
to our monitoring stations." Announced Nov. 29.
By memorandum opinion and order, Commis-
sion dismissed protest and petition by St. Louis
Amusement Co. directed against Oct. 23 grant
of assignment of license and cp of KWK-TV (ch.
4) St. Louis, Mo., from KWK Inc., to Columbia
Bcstg. System Inc. and assignment of cp of
KMOX-TV (ch. 11) St. Louis, from Columbia
Bcstg. System Inc. to 220 Television Inc. An-
nounced Nov. 29.
By memorandum opinion and order, Commis-
sion denied petition by International Brother-
hood of Electrical Workers for rehearing directed
against Sept. 19 report and order amending rules
to permit all am and fm stations to operate by
remote control under specified conditions. An-
nounced Nov. 29.
PETITION FOR TV RULE MAKING DENIED
By memorandum opinion and order, Commis-
sion denied petition by Springfield Television
Bcstg. Corp. (WWLP ch. 22, Springfield, and
WRLP ch. 32, Greenfield, both Mass., and tv
translator stations W79AA Claremont, W71AA
Newport and W81AA Lebanon, all N. H.) to
change uhf assignments in six communities and
delete sole uhf assignments in four others in
Massachusetts, Maine, New Hampshire and Ver-
mont so as to enable it to operate a group of
translator stations all on ch. 72 throughout area
of southern Vermont, southwestern New Hamp-
shire and northwestern Massachusetts. An-
nounced Nov. 29.
PETITIONS FOR RULE MAKING FILED
Continental Telecasting Corporation, Los
Angeles, California — Petition requesting amend-
ment of Sec. 3.606 by instituting Rule Making
so as to assign ch. 58 to Los Angeles-Pasadena.
WBFM, Inc. New York, N. Y. — Petition request-
ing amendment to Sec. 3.293, 3.294 and 3.295 of
Commission's rules relating to subsidiary Com-
munications authorizations of fm stations be
amended so as to provide that these stations
may employ multiplex channels for background
services or, in alternative, continue to utilize
main channel.
ACTIONS ON MOTIONS
By Chief Hearing Examiner James D. Cunning-
ham on November 2J •
Ordered that hearings shall commence on
Dec. 23 in following proceedings: George A.
Hormel, II (KQAQ) Austin, Minn., matter of as-
signment of licenses of KREM-AM-FM-TV (ch.
2), Spokane, Wash., from Louis Wasmer to KREM
Bcstg. Co.
By Hearing Examiner Charles J. Frederick on
November 25:
Issued order following first prehearing confer-
ence in proceeding on am applications of David
M. Segal and Kenneth G. and Misha S. Prather,
Boulder, Colo.; hearing scheduled for Dec. 20
is rescheduled for Jan. 20, 1958.
By Hearing Examiner Annie Neal Huntting on
the dates shown :
Granted petition of Public Service Bcstg.,
Broadcasting
December 9, 1957
Page 121
FOR THE RECORD continued
Riviera Beach, Fla., for leave to amend its am
application to change facilities requested from
1380 kc, 500 w, D, to 1600 kc, 1 kw, D, and related
engineering data.
By Chief Hearing Examiner James D. Cunning-
ham on November 26:
Denied petition of Tribune Publishing Co. for
intervention in proceeding on application of
Oregon Radio, Inc., for extension of time to
complete construction of station KSLM-TV
Salem, Oreg.
By Hearing Examiner Jay A. Kyle on
November 27:
Pursuant to prehearing conference on Nov.
27, and with concurrence of counsel for all
parties, ordered that hearing scheduled to com-
mence on Dec. 4, is continued without date, re
am applications of Geoffrey A. Lapping and
Phoenix Bcstg. Co., Phoenix, Ariz.
By Hearing Examiner Hugh B. Hutchison on
November 26:
Granted petition of WHAS Inc. (WHAS-TV
ch. 11), Louisville, Ky., for leave to amend its
application for cp to change trans, and ant.
location to specify tower at different height and
location from height and location of tower
presently proposed.
By Hearing Examiner Millard F. French on
November 26:
By agreement of parties, ordered that time for
filling proposed findings of fact and reply findings
in proceeding on application of Ben Hill Bcstg.
Corp. (WBHB) Fitzgerald, Ga., is extended from
Dec. 2 and Dec. 9, to Dec. 12 and Dec. 19.
By Hearing Examiner Basil P. Cooper on
November 26:
Issued order following first prehearing con-
ference in proceeding on fm applications of Hall
Bcstg. Co., Inc., Los Angeles, Calif., Hogan
Bcstg. Corp., Long Beach, Calif., and Richard
C. Simonton, Los Angeles, Calif.; further pre-
hearing conference will be held on Dec. 17, and
evidentiary hearing scheduled for Dec. 17 is
continued to date to be announced at further
prehearing conference.
By Hearing Examiner Jay A. Kyle on
November 27 :
Pursuant to prehearing conference on Nov. 27,
ordered that exchange of the direct case in
writing of each applicant shall be made on or
before Dec. 18, and that further prehearing con-
ference shall be held on Jan. 3, 1958; hearing
scheduled for Dec. 17 is continued to Jan. 13,
1958 in matter of applications of The Radio
Voice of New Hampshire, Inc. (WMUR-TV ch.
9), Manchester, N. H., for renewal of license, and
for license to cover cp, and application of Tele-
vision for New Hampshire, Inc., for new tv sta-
tion to operate on ch. 9 in Manchester.
Commission on Nov. 27 rescheduled oral argu-
ment before Commission en banc, formerly set
for Dec. 16, for Dec. 19 at 2:00 p.m. re Deep
South Bcstg. Co. (WSLA) Selma, Ala., and at
10:00 a.m. same date re B. J. Parrish, Pine Bluff,
Ark., et al.
By Hearing Examiner Annie Neal Huntting on
December 2:
Ordered that further prehearing conference
will be held on Dec. 19 re am applications of
Broadcasters, Inc. South Plainfield, N. J., et al.
By Hearing Examiner Herbert Sharfman on
December 2:
On oral request of counsel for Sacramento
Telecasters, Die. (KBET-TV), Sacramento, Calif.,
and without objection by other counsel, pre-
hearing conference scheduled for Dec. 5 is con-
tinued to Dec. 9.
By Hearing Examiner Basil P. Cooper on
November 27:
Ordered that prehearing conference will be
held on Dec. 9 at 2:00 p.m. in proceeding on
am application of Greylock Bcstg. Co. (WBRK)
Pittsfield, Mass.
Granted petition of Broadcast Bureau for ex-
tension of time from Dec. 2 to Dec. 12 for filing
proposed findings in re application of Radio
Hawaii, Inc. (KPOA) Honolulu, Hawaii.
By Hearing Examiner J. D. Bond on
November 27:
Granted joint motion for continuance by
KOOS Die. (KOOS-TV) and Pacific Television,
Die; prehearing conference scheduled for Dec.
5 is continued to Jan. 23, 1958, and hearing is
continued from Dec. 19 to Feb. 19, 1958 in ch. 11
proceeding, Coos Bay, Oreg.
By Commissioner Robert E. Lee on December 3:
Granted petition of Sucesion Luis Pirallo-
Castellanos for extension of time to Dec. 16 and
Jan. 13, 1958, respectively, to file exceptions and
replies thereto in proceeding on its application
and that of Department of Education of Puerto
Rico for cps for new tv stations to operate on
ch. 3 in Mayaguez, P. R.
By Hearing Examiner Charles J. Frederick on
December 2:
At request of counsel for Radio Santa Rosa,
Santa Rosa, Calif., and with consent of other par-
STAND-BY ANTENNAS
for TV TRANSMITTING
channels 7-13
No. JbifUexe* Needed
A simple, versatile, and economical
standby system consisting of two separate
bays of the AMCI Type 1020 Antenna
can be mounted on the legs of an existing
tower. Shown here is the Station WXYZ-
TV installation in Detroit, Michigan,
being used with a 50 kw transmitter. They
may also be mounted on FM antennas
(Station WBKB-TV, Chicago, Illinois)
and on masts, one above the other. The
aural and visual transmission lines need
not be of equal length.
Write for Bulletin B-957
li
/amciN
ANTENNA SYSTEMS - COMPONENTS - AIR NAVIGATION AIDS - INSTRUMENTS
^ ALFORD
Manufacturing Co., Inc.
599 ATLANTIC AVE., BOSTON, MASS.
Page 122
December 9, 1957
ties including Broadcast Bureau, ordered that
prehearing conference scheduled for Dec. 6 is re-
scheduled for Dec. 23 in proceeding on Radio
Santa Rosa's am application, et al.
By Hearing Examiner Elizabeth C. Smith on
December 3:
Ordered that prehearing conference will be
held on Dec. 12 in proceeding on applications
of Fargo Telecasting Co. and North Dakota
Bcstg. Co., Inc., for cps for new tv stations to
operate on ch. 11 in Fargo, N. Dak.
By Commissioner Robert E. Lee on December 3:
Granted petition of Broadcast Bureau for ex-
tension of time to Dec. 10 to file exceptions to
initial decision issued in proceeding on am ap-
plication of Huntington-Montauk Bcstg. Co.,
Inc., (WGSM) Deer Park, Long Island, N. Y.
By Hearing Examiner Basil P. Cooper on
December 3:
Ordered that prehearing conference will be
held on Dec. 13 re applications of St. Anthony
Television Corp., and WTVJ Die, for cps for
new tv stations to operate on ch. 11 in Houma,
La.
By Hearing Examiner Jay A. Kyle on
December 3:
Ordered that prehearing conference will be
held on Dec. 17 at 2:00 p.m. re am applications
of Walter G. Allen, Huntsville, Ala., and Marshall
County Bcstg. Co. Inc., Arab, Ala.
Ordered that prehearing conference will be
held on Dec. 19 re am application of George A.
Hormel, II (KQAQ) Austin, Minn.
Pursuant to prehearing conference held on
Dec. 2, and with concurrence of counsel for all
parties, ordered that hearing scheduled for Dec.
9 be continued to Jan. 27, 1958 at 2:00 in proceed-
ing on Evansville Television, Die, to show cause
why its authorization for WTVW Evansville,
Did., should not be modified to specify opera-
tion on ch. 31 in lieu of ch. 7.
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of November 29
WINC, WRFL, WSIG, WHYL, WAYZ Win-
chester and North Jackson, Va., Carlisle and
Waynesboro, Pa. — Granted involuntary transfer
of control from Richard F. Lewis Jr., to Marion
Park Lewis, Executrix of the estate of Richard
F. Lewis, Jr., deceased.
WFVA Fredericksburg, Va. — Granted involun-
tary transfer of control from Richard F. Lewis
Jr., to Marion Park Lewis, Executrix of the
estate of Richard F. Lewis, Jr., deceased.
WELD Fisher, W. Va. — Granted involuntary
assignment of license to Marion Park Lewis,
Executrix of the estate of Richard Field Lewis
Jr. deceased.
WAGE Leesburg, Va. — Granted involuntary as-
signment of cp to Marion Park Lewis, Executrix
of the estate of Richard Field Lewis Jr., de-
ceased.
WLS Chicago, 111. — Granted transfer of control
from Agricultural Bcstg. Co. to The Prairie
Farmer Publishing Co.
WALD Walterboro, S. C. — Granted assignment
of license to Walterboro Radiocasting Co.
WEEQ-TV LaSalle, 111.— Granted license for tv
station.
KGIL San Fernando, Calif. — Granted mod. of
license to change studio location from 14808
Lassen St., San Fernando, Calif, to 13325 Van
Nuys Boulevard, Pacoima, Calif.
KTBS-TV Shreveport, La. — Granted cp to
change ERP to 50 kw.
KFVS-TV Cape Girardeau, Mo. — Granted cp to
install visual alternate drive.
WISC-TV Madison, Wis.— Granted cp to make
minor equipment changes, and changes in ant.
system and ant. height, ant. 1000 ft.
WNOW-TV York, Pa.— Granted extension of
completion date to 3-1-58.
KEAN Brownwood, Tex. — Granted authority to
sign-off at 7:00 p.m. each night during months
of Dec, Jan., and Feb. 1957 and 1958.
Actions of November 27
WGHF (FM) Brookfield, Conn.— Granted ac-
quisition of positive control of licensee corpora-
tion and subsidiary communications authoriza-
tion by August J. Detzer through purchase of
stock from W. G. H. and Elsie G. Finch.
KINY, KIFW Juneau and Sitka, Alaska-
Granted assignment of licenses to Alaska Bcstg.
System, Inc.
WEEU Reading, Pa. — Granted assignment of
license to WEEU Bcstg. Co.
WHYE Roanoke, Va. — Granted assignment of
license to Jefferson Bcstg. Corp.
KWEB Rochester, Minn. — Granted license for
am station.
WOOK Washington, D. C— Granted license to
install old main trans, as aux. trans, at main
trans, site; and mod. of aux. trans, license to
operate trans, by remote control.
KSCU Santa Clara, Calif. — Granted cp to re-
place expired cp for new noncommercial educa-
tional fm station.
KXLJ-TV Helena, Mont.— Granted Mod. of cp
to change type trans, and make other equipment
changes.
Granted extension of completion dates for the
following stations: KGMS-FM Sacramento, Calif,
to 3-16-58; KSFM Dallas, Tex. to 2-19-58; WAMF
Broadcasting
Amherst, Mass. to 2-25-58; WCNG Canonsburg,
Pa. to 1-1-58, conditions; WPCF Panama City Fla.
to 2-20-58, conditions; WCBC-TV Anderson, Ind.
to 1-28-58; WETV Atlanta, Ga. to 1-15-58.
Actions of November 26
KWJB-FM Globe, Ariz. — Granted license for
fm station; condition.
KBMS Los Angeles, Calif. — Granted cp to in-
crease ERP to 60 kw, waived rules to permit sta-
tion location to be specified as Los Angeles,
Calif., but with main studio located at 135 S.
Kenwood Ave., Glendale, Calif., and operate
trans, by remote control.
WAVN" Stillwater, Minn. — Granted mod. of cp
to change type trans.
Actions of November 25
KGNB New Braunfels, Tex. — Granted involun-
tary transfer of control from Charles W. and
Claude W. Scruggs to Mrs. Eunice Scruggs, In-
dependent Executrix of the Estate of Charles W.
Scruggs, deceased, and Claude W. Scruggs; and
granted transfer of control from Mrs. Eunice
Scruggs, Independent Executrix of the Estate of
Charles W. Scruggs, deceased, and Claude W.
Scruggs, to Mrs. Eunice Scruggs and Claude W.
Scruggs.
WKBW Buffalo, N. Y.— Granted acquisition of
positive control of Clinton H. Churchill through
purchase of stock from Churchill Tabernacle,
Inc.
WCAR Detroit, Mich. — Granted license cover-
ing change of facilities installation new trans,
and directional ant. (DA-2), change ant. trans,
and studio location and specify type trans.
WNOK-TV Columbia, S. C— Granted mod. of
cp to change type trans, and change ERP to
vis. 74.1 kw, aur. 42.7 kw.
WMBD-TV Peoria, III.— Granted mod. of cp to
change ERP to vis. 288 kw, aur. 144 kw; change
type transmitters and other equipment changes,
and type ant., ant. 630 ft.
The following were granted extensions of com-
pletion dates as shown: WOIA Saline, Mich, to
1-1-58, conditions; WJIM-TV Lansing, Mich, to
12-27.
Action of November 20
WLOF Orlando, Fla. — Granted mod. of cp to
change coordinates (not a move); ERP to visual
316 kw, aur. 158 kw; type of trans., ant. system
and other equipment changes, and change studio
location; ant. 609 ft.
License Renewals
Following stations were granted renewal of
license: WALD Walterboro, S. C; WCGC Bel-
mont, N. C; WENC Whiteville, N. C; WFIS
Fountain Inn, S. C; WFTC Kinston, N. C;
WHPE High Point, N. C; WJOT Lake City,
S. C; WLTC Gastonia, N. C; WOLS Florence,
S. C; WORD Spartanburg, S. C; WPAL Charles-
ton, S. C; WPAQ Mount Airy, N. C; WPET
Greensboro, N. C; WATN Rockingham, N. C;
WGTL Kannapolis, N. C; WRNB New Bern,
N. C; WSYD Mt. Airy, N. C; WTNC Thomas-
ville, N. C; WTSB Lumberton, N. C; WVOT
Wilson, N. C; WZKY Albemarle, N. C; WAIR-
FM Winston- Salem, N. C; WEED-FM Rocky
Mount, N. C; WTNC-FM Thomasville, N. C;
WCSC-TV Charleston, S. C; WOOK Washing-
ton, D .C; WWGP-AM-FM Sanford, N. C;
WWYO Pineville, W. Va.; WHNC-AM-FM, Hen-
derson, N. C.
► WCHS Charleston, W. Va., celebrated
30th year in radio.
► WLYN Lynn, Mass., marked 10th birth-
day.
► WMAL-TV Washington, D. C, observed
10th anniversary.
► KFBB Great Falls, Mont., now in 35th
year.
► Newscaster Bob Wilson (WRCA and
NBC-TV New York) now in 20th broad-
casting year.
► Clayton & Assoc., Chicago ad agency,
passed 10-year mark.
► Phil Norman, announcer, KNX Los
Angeles, in radio 20 years.
► KTBC-TV Austin, Tex., observes fifth
anniversary.
► Jack Nedell, senior account executive,
WGBI, WDAU-TV Scranton, Pa., in 25th
year with stations.
► WVJS Owensboro, Ky., in radio 10 years.
UPCOMING
December
Dec. 9: UP newspaper editors of New York
State, Hotel Syracuse, Syracuse.
Dec. 10: NARTB Am Committee, NARTB
Hdqrs., Washington.
Dec. 18: "Resurgent New England," state broad-
caster group organization meeting, Vendome
Hotel. Boston.
January
Jan. 17-19: Advertising Assn. of the West, mid-
winter conference, Hotel del Coronado, San
Diego.
Jan. 24-26: American Women in Radio & Tv,
annual Sight and Sound Seminar, Hotel Bilt-
more, Palm Beach, Fla.
Jan. 30-31: 13th annual Radio & Television In-
stitute, School of Journalism, U. of Georgia.
February
Feb. 1 : Farm Broadcasting Day, celebration to
be planned by NARTB and Dept. of Agri-
culture.
Feb. 3-7: American Institute of Electrical Engi-
neers, general meeting, Statler and Sheraton-
McAlpin Hotels, New York.
Feb. 7: Advertising Federation of America, board
meeting, Milwaukee.
Feb. 13-15: 11th annual Western Radio and Tv
Conference, Bellevue Hotel, San Francisco.
Feb. 19-21 : Annual convention, Continental Ad-
vertising Agency Network, Hotel Warwick,
Philadelphia.
Feb. 22: UP Broadcasters Assn. of Connecticut,
meeting, WHAY studios, New Britain.
April
April 18-19: Advertising Federation of America,
ninth district convention, Kansas City, Mo.
April 22-24: Electronic Components Conference,
Ambassador Hotel, Los Angeles.
April 24-26: AAAA, annual meeting, The Green-
brier, White Sulphur Springs, W. Va.
April 24-26: Advertising Federation of America,
fourth district convention, Floridan Hotel,
Tampa, Fla.
April 27-May 1: NARTB 36th Annual Convention,
Statler and Biltmore Hotels, Los Angeles.
April 28-May 1: 36th annual Broadcast Engineer-
ing Conference, Statler Hotel, Los Angeles.
May
May 1-3: Advertising Federation of America,
fifth district convention, Mansfield, Ohio.
May 5-7: Annual meeting, Assn. of Canadian
Advertisers, Royal York Hotel, Toronto.
June
June 3-6: 36th annual conference, National In-
dustrial Advertisers Assn., Chase and Park
Plaza Hotels, St. Louis.
June 8-11: Advertising Federation of America,
national convention, Statler-Hilton Hotel,
Dallas.
June 9-11: Spring meeting, Assn. of National
Advertisers, Drake Hotel, Chicago.
June 22-26: Advertising Assn. of the West, annual
convention, Vancouver, B. C.
► Hilda Chase, sales coordinator, entered
25th year with WFAA Dallas.
► WSOC Charlotte, N. C, observed 24th
anniversary.
► Roy Acuff with Grand Ole Opry, WSM
Nashville, 20 years.
► Elmer Erskind, announcer, WEEI Boston,
Mass., with station 20 years.
► WCCC Hartford, Conn., passed 10-year
mark.
► Edwin K. Wheeler, general manager,
WWJ-AM-TV Detroit, celebrated 20th an-
niversary with the Detroit News.
► WGEM-TV Quincy, 111., has marked its
fourth anniversary of continuous program-
ming.
► WLAM Lewiston, Me., has observed its
10th anniversary.
► CFGP Grande Prairie, Alta., celebrated
20th year.
WHBF
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Broadcasting
December 9, 1957 • Page 123
It isn't news to our Area Audience
That we're always First in News!
ANOTHER DAYTON FIRST FOR WHIO AND WHIO-TV!
Local News is one of our most important products. For years (since 1935)
listeners in the Miami Valley have known we get it first, get it accurate and
complete. Now we have the first facilities to broadcast on-the-spot from any
point in the listening area. Joe MacCurdy wheels our "Husky" to the area
where news is happening or just happened and we put him on the air imme-
diately with an accurate, complete description right from the scene.
In addition to this service Joe is a qualified cameraman and when he's not talk-
ing he's shooting film for TV. Add this plus-factor to 142 regular scheduled
newscasts; the wire services of AP, UP, Movietone News and UP Facsimile;
a group of newscasters who are not only announcers but also reporters and
you keep the finest reputation for news programs.
"Husky" George P. Hollingbery has his own national mobile unit — men who
can give additional facts on how we're 15 out of top 15 in TV programming, too.
WHIO-TV CBS CHANNEL "7 DAYTON, OHIO
124 • December 9, 1957
Broadcasting
MONDAY MEMO
from HILLY SANDERS, vice president in charge of Radio-Tv, Dan B. Miner Co.
THE CLIENT SHOULD BE MORE CONSCIOUS
OF HOW WELL HIS AGENCY FUNCTIONS
Recently a trade publication commented on the Frey Re-
port in this manner: "The Frey Report covers a lot more
ground than just the agency compensation problem. It takes
stabs at company top management which frequently doesn't
understand the function of the advertising agency . . ."
I believe that is true. Further, I believe it may be the
agency's fault for not seeing to it that the advertiser does
understand its function which is simply to create the most
sales of the advertiser's product for the least amount of ad-
vertising expenditure. This not only takes a lot of research,
analysis and planning, but it requires creativity in copywriting
and production as well as in buying.
Prof. Frey reports 36% of $1 million-and-over advertisers
would prefer agency compensation be made on a flat fee basis.
If this is so, the advertiser had better understand agencies'
function so he will be in a position to separate the men from
the boys and determine a fee to compensate them accordingly.
Even if the commission system remains in effect, this same
understanding would be wise on the part of the advertiser
to put himself in a position to judge which agency he wants
to service his account. Probably one of the least understood
agency functions is timebuying, and all advertisers should
acquaint themselves with how it should be done — and then
how their agencies are doing it.
For example, some buyers go strictly by the book. Anyone
can select the top 50 markets from the table of contents of
any one of several accepted trade bibles, and with little more
knowledge he can select the top stations in those markets.
When he places such an order, no one can say he has not
bought safely — but has he bought wisely? If he is a creative
buyer he will look behind all doors and he will find that
many competitive stations in these markets will deliver more
people at less cost than the selected station.
EXPERIENCE ON SMALLER ACCOUNTS HELPS
I am convinced the advertiser should insist that the person
buying his spot time have much experience in buying for
smaller advertisers in the under $1 million class. Blue chip
accounts simply do not have the economic problems of
smaller advertisers. Without the experience of buying on small
budgets in direct competition with huge national budgets, it
is easy to miss the chance to buy creatively.
For example, there was a recent report of a buyer for a
large New York agency taking credit for pioneering the radio
saturation buy five years ago. This is not true. The Dan Miner
Co. pioneered saturation buys in Los Angeles more than seven
years ago. We bought every available spot and program on
practically every Los Angeles radio station for our client,
Lakewood Homes.
The results were phenomenal. The buying was done strictly
on an in-and-out basis and without question paved the way
for the saturation buying that took two years to get to Madison
Avenue. I do not know, but I feel if the buyer who took
credit for saturation pioneering had more experience on
smaller budgets, she might well have thought of it two years
sooner and therefore earned the credit.
Advertisers should be interested in how an agency with
creative buyers can develop a successful and effective way for
small advertising budgets to compete with the blue chip
budgets. It can only be done through constant analysis and
research, coupled with good judgment and experience.
Here is an example: We had several advertisers who defi-
nitely needed television exposure to reach the housewife at a
new level in a more demonstrative way and to spark the
imagination of food brokers who were rapidly becoming
jaded through constant reminder from the "giants" of their
television support. Our timebuyers underto6k a careful study
of one of our most used markets to prove their theory. Taken
on a Monday through Friday basis in order to compare day-
time vs. nighttime, the following appeared:
In this given market, according to Nielsen, the average
number of persons per set from 6 p.m. to 11 p.m. was 2.11,
while the average number of persons per set from 12 noon
to 6 p.m. was 1.66. However, the average times all programs
are seen per four week period for these same day parts was
1 .72 nighttime and 4.4 daytime. Keeping in mind the five-day-
a-week strip vs. the diflerent-show-each-night setup for night-
time television, it would appear that even a greater differential
would be true on a specific nighttime show basis.
OTHER FACTORS MUST BE CONSIDERED
For a product whose message needed hard and frequent
sell over and above mass audience, daytime was by far
the better buy. Yet, taking into consideration the low loyalty
factor of nighttime television as compared to daytime, it also
appeared that if one added to a steady daytime schedule a
floating schedule of nighttime saturation spots to run one week
each month, a new concept in reaching maximum audience
would be in effect. If such a nighttime saturation buy could
be effected on two or more stations per month, the possibilities
were not only exciting, but endless. This theory was developed
for smaller accounts, but certainly it will work equally well
for the big guns.
Rather than worrying about the Frey Report, I would urge
agencies to see to it their clients understand their function
and the many workings of the counterparts of which time-
buying is only one. Further, I would urge advertisers to find
out what makes a good agency good and to avail themselves
of only the best.
If this is done, maybe the majority of agencies, who thought
they should get more than 15%, can get it. For, in my opinion,
there is hardly an advertiser alive who won't gladly pay an
equitable amount for real services really received.
Hildred Sanders. Majored in advertising
and selling at U. of Illinois, College of Com-
merce before becoming space and time sales-
woman for Champaign (III.) News Gazette
and its WDWS. Next joined H. W. Kastor
& Sons, Chicago, as copywriter, and then
Mitchell Faust Adv. Co., where she rose to
vice president in charge of radio. Moved
to Dancer-Fitzgerald-Sample as experimental tv copy super-
visor. In 1948 went to Los Angeles and Dan B. Miner Co.
as radio-tv director. In '49 became a director-vice president.
Broadcasting
December 9, 1957 • Page 125
EDITORIALS
SP: Sneaky Pete
rpHERE has been considerable talk, in NARTB and other broad-
J- casting circles, about conducting research into the phenomenon
of subliminal perception before deciding whether the technique
ought to be used on tv.
We don't think the research is necessary. Without knowing more
about subliminal perception than its basic nature, broadcasters
ought to be able to decide that it does not belong on the air.
The transmission of a subliminal message is intended to achieve
one basic end — the creation of a viewer impression without letting
the viewer consciously know that he is being impressed. That is
a pretty sneaky trick. It is sneaky no matter how salutary the con-
tents of the message. It could become worse than sneaky if put
to corrupt use.
It seems to us the advertising world would do better to con-
centrate on the improvement of techniques of perceptible mass
persuasion than to meddle with methods which may be useful in
psychology laboratories but are manifestly inappropriate for general
application.
Union Maturity
LABOR unionism, now in the ugly process of routing the hood-
lums and the racketeers from its midst, is engaging in some
other internal adjusting that shows signs of maturity.
AFL-CIO President George Meany 10 days ago settled a juris-
dictional dispute between two of his unions involving NBC-TV. At
about the same time, the National Labor Relations Board, in another
jurisdictional controversy, sustained the right of CBS to assign
remote lighting to whichever union it chooses, ending a ten-year
fight, and coming after a program had been forced off the air
[Personnel Relations, Dec. 2].
Mr. Meany's decision came in a disagreement between the Radio-
Television Directors Guild (RTDG) and the National Assn. of
Broadcast Employes & Technicians (NABET), wherein the latter
union insisted only technical directors (NABET members) could
issue instructions to technical crew members on tv shows. RTDG
contended that program directors had the right to directly com-
municate production instructions during rehearsals and unrehearsed
shows. Mr. Meany ruled in favor of RTDG.
Most significant was Mr. Meany's admonition that unions should
recognize their responsibilities to the general public as well as to
NBC and the unions' members. "Maintenance of high artistic and
technical standards," he said, demand full cooperation of all con-
cerned with the production of a tv program. He underscored the
"quality of the product" which he said could easily be destroyed
if the unions do not have a "smooth and mutually satisfactory work-
ing arrangement."
It isn't often that we have commented favorably on union activity
affecting the broadcast media. Almost invariably the unions have
used highly objectionable tactics, in some cases resorting to
sabotage and illegal boycotts.
Mr. Meany has helped clear the air in his forthright handling
of the RTDG-NABET controversy. We hope he will exercise his
good offices in other disputes, notably those involving illegal sec-
ondary boycotts which cannot do other than hurt legitimate union-
ism.
Kansas City Story
ARE dire inferences affecting newspaper ownership of broad-
cast stations to be drawn from the forced sales of the Kansas
City Star stations, WDAF-AM-TV, by court decree?
We believe not. The Star case, whether or not it was justified,
involved an antitrust conviction because of combination adver-
tising and subscription rates for both morning and afternoon news-
papers in a "monopoly" newspaper market. It did not go basically
into suppression of competition because of joint ownership of
newspapers and two of the several television and radio stations in
the market.
Neither Congress, the courts, nor the FCC has ever found that
it is contrary to the public interest for newspapers to own or operate
broadcast stations. This despite the fact that it has been the subject
of protracted hearings before the FCC and the object of legislation.
In radio's early days it was not at all the exception to find
Page 126 • December 9, 1957
Drawn for BROADCASTING by Sherwin L. Tobias
"/ understand, Manners, that you wanted to talk to me about the
next spot ..."
newspapers which owned stations selling time and space in combi-
nation, offering discounts for the use of both. But this practice long
since has been abandoned. In the only other significant antitrust case
involving newspapers and radio, the Lorain (Ohio) Journal was
denied broadcast facilities because it had refused to publish adver-
tisements of firms which had purchased time on competing radio
stations. That was in 1951.
Almost without exception, newspaper-owned stations are among
the best operated. In most instances they are physically and cor-
porately separated from their newspaper or magazine parents. The
FCC has no clear-cut newspaper-ownership policy, but it does fol-
low a rule-of-thumb involving diversification of media, and, where
all other aspects are equal, its disposition is to give preference to
the non-newspaper applicant in comparative hearing cases.
The federal court action requiring divestiture of the Kansas City
pioneer stations, harsh as it was, could have been much worse.
Under the Communications Act, the court could have ordered de-
letion of the stations, which were sold for $7.6 million.
The Kansas City case, even though it has no direct bearing on
newspaper ownership of stations, nevertheless will impart to all
publisher-broadcasters a new awareness of competitive practices.
The station is licensed. The newspaper is not — directly. While the
FCC has no jurisdiction over newspapers, the Dept. of Justice,
in its recent forays, has established antitrust precedents that all but
place them in the same boat as station operators.
Too Many, Too Cheap
THE NATURE of our job is such that we travel frequently and
listen to radio and watch television in many different places.
On the whole we find this enjoyable, indeed enlightening. Lately,
however, the enjoyment has been diluted by a trend toward ex-
cessive commercialism. We like to hear a little music or a com-
pleted news report between commercials. This is not universally
possible today, especially in radio.
There is, of course, an economic reason why not a few radio
stations are overcrowding their schedules with spots. Radio busi-
ness volume is increasing handsomely. Broadcasters who not long
ago were finding it hard to make ends meet are understandably
interested in capitalizing on the revitalization of their medium.
There is also a simple economic cure. The successful station
can raise its rates in those time periods for which there is heavy
demand. Thus it can protect its total dollar volume while reduc-
ing its unit sales. Radio rates are ridiculously low. In radio the
advertiser has more than a bargain; he almost has a gift. The
intelligent advertiser would prefer to pay more if his commercials
did not suffer from so much competition with others.
The wise broadcaster will understand that commercials, like all
other good things, are best when taken in moderation. On too many
radio stations today, the commercial situation is too much of a
good thing.
Broadcasting
weve
got
it/
"More music, more news, more often!"
That, basically, is the new KSTP Radio programming that has
hit the mark in Minneapolis-St. Paul.
From six a.m. until noon there's music — good music — beginning
with the bright wake-up tunes right through favorite show tunes,
top-ten tunes and the old standards. And from three to six p.m.
there's another block of easy-listening music.
Combined with frequent, up-to-the-second news reports through
KSTP's unmatched news-gathering facilities, KSTP provides North-
west audiences with the listening they want— when they want it.
But here's the most important thing about KSTP Radio . . .
IT SELLS
For proof of that, ask a KSTP representative or your nearest
Petry office Today.
Radio
50,000 Watts
Minneapolis - St. Pa u I sos/c nbc Amiate
The Northwest's QUALITY Station" Represented by
Edward Petry & Co., Inc.
A
FIRST
IN FLINT
BULLETIN ! ! !
BULLETIN! ! !
BULLETIN! ! !
"FLINT, MICHIGAN: —
R.C.A. FIELD INTENSITY SIGNAL
MEASUREMENTS PROVE WNEM-TV,
CHANNEL 5, HAS GRADE "A" SIG-
NAL INTENSITY IN FLINT TEN
TIMES GREATER THAN NEAREST
COMPETITOR! MEASUREMENTS
ORDERED BY N.B. C. , JUNE17, 1957
MADE BY R.C.A. SERVICE COM-
PANY AND COMPLETED AUGUST 20,
1957. DATA RELEASED, OCTOBER
25, 1957."
THC FACTS
PROVE IT!
ask your Petryman
*
Flint, Mich.
Grade A
WNEM-TV
CHANNEL 5
42.5
Station B
LANSING
4.5
Station C
DETROIT
.0
Station D
DETROIT
.0
♦Everyone knows Channel 5 has long been FIRST in Bay City, Saginaw, Midland and
the Saginaw Valley . . . FIRST in signal strength, in programming, in public ser-
vice, in news and in viewership. Now - with R. C. A. Field Intensity Measurements
proving the strength of our grade "A" signal in Flint, as well as its depth in Genesee
County - Channel 5 is your best buy - by far - for all Eastern Michigan !
NATIONAL SALES OFFICES
GERITY BROADCASTING CO.
BISHOP AIRPORT - FLINT
WABJ, Adrian WPON, Pontiac
WNEM-TV
Bay City, Flint, Saginaw
DECEMBER 16, 1957
THIRTY-FIVE CENTS
BROADCASTING
THE B U S I N E S S W E E K L Y OF TELEVISION AND RADIO
olynos-Grey split poses loyalty test for Madison Ave
atz spot estimator emphasizes bargain buys in radio
ill phone lines be there for '58 daylight time snarl?
There's money in tv film, Hal Roach tells Wall Street
mm
Page 27
Page 30
Page 42
Page 48
BOSTON ♦ DET
ROIT •
LOS ANGELES • SAN FRANCISCO • ST. LOUI?**
Hi
WJZ-TV
dominates
A fast picture of the big change in Baltimore
TV shows that WJZ-TV, under Westinghouse
Broadcasting Company ownership, has moved
from 3rd to a dominant 1st place in less than
four months!
The November ARB report on quarter hours
shows that WTZ-TV is first in more quarter
hours than the other two Baltimore stations
COMBINED!
WJZ-TV (ABC) 257 firsts
Station B (CBS) U9Vi"
Station C (NBC) 90Vi "
WJZ-TV DOMINATES IN SHARE OF
SETS-IN-USE TOO!
Confirming WJZ-TV's dominance in the Balti-
more TV picture, the November ARB figures
for share of sets-in-use are:
WJZ-TV (ABC) 37.9
Station B (CBS) 34.0
Station C (NBC) 26.7
Now ... in Baltimore, WJZ-TV dominates. In
Baltimore, more and more, no selling cam-
paign is complete without the WBC station.
Your Blair-TV man is ready to talk business,
and so is Joe Dougherty, WJZ-TV Sales Man-
ager (MOhawk 4-7600, Baltimore).
KRMT-TV
DES MOlN^*
One of the TOP
News Operations
of the Nation!
Russ Van Dyke's 10 P.M. news rating
of 44.6 on Sunday is the highest of
all* shows in the Des Moines market-
network or local. Sunday thru Friday
Rating Average: 40.6
*Tied with Ed Sullivan for 1st.
That's one of the TOP RATINGS in the
NATION for evening news in multi-
station markets.
5k ALL OTHER NEWS, SPORTS AND LOCAL
SHOWS PULL THE OUTSTANDING RATINGS, TOO!
THE LEADING NEWS - SPORTS - ENTERTAINMENT -
PUBLIC SERVICE STATION IN DES MOINES!
KRNMV
Full Power Channel 8 in Iowa
A COWLES OPERATION
Published every Monday, 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc. 1735 DeSales St.,
N. W., Washington 6, D. C. Entered as second class matter March 14, 1933 at Post Office, Washington, D. C, under act of March 3, 1879.
5 ;
Dallas people watch
KRLDTV
than any other station!
MORE throughout the week!
Weekdays, Monday through Friday, from 7 A.M. to
sign-off time, MORE Dallasites tune their sets to
Channel 4 than to any other TV station. There are
times during the week when Channel 4 has a greater
audience than the combined total of two of the other
three Dallas-Fort Worth stations.
MORE over the week-end!
From sign-on time Saturday to sign-off time Sunday
MORE Dallas television sets have been tuned to
KRLD-TV than to any other station. There are times
when Channel 4 has more Dallas viewers than the
combined audiences of the other three Dallas-Fort
Worth Stations — other times when KRLD-TV's audi-
ence is greater than the combined audiences of two
of the other stations.
MORE fop flight programs
CHANNEL 4 PRESENTS 12 OUT OF THE TOP 16
ONCE - A - WEEK SHOWS
• GUNSMOKE • BURNS AND ALLEN
• ARTHUR GODFREY'S TALENT SCOUTS
• DECEMBER BRIDE • WHAT'S MY LINE • OH SUSANNA
• PLAYHOUSE OF STARS • THE LINE-UP
• PHIL SILVERS' SHOW • ALFRED HITCHCOCK PRESENTS
• DEATH VALLEY DAYS • ZANE GREY THEATRE
•METROPOLITAN DALLAS TELEPULSE — OCT. 1957
and further MORE . . .
KRLD-TV
DALLAS
SERVES A GREATER AREA, WITH A STRONG CLEAR SIGNAL, THAN ANY OTHER TV STATION IN TEXAS
KRLD-TV, Channel 4, operates on maximum power and telecasts from
atop Texas' tallest tower. It is the television service of The Dallas Times
Herald, owners and operators of KRLD, the only full-time 50,000 watt
radio station in Dallas-Fort Worth area. The Branham Company, national
representatives.
JOHN W. RUNYON, CHAIRMAN OF THE BOARD • CLYDE W. REMBERT, PRESIDENT
Page 4 • December 16, 1957
Broadcasting
closed circuit-
AB-PT GROWING PAINS • AB-PT
is still grappling with top level manage-
ment problems to keep pace with its ex-
panded broadcasting activities, notably in
tv. Firm has invested estimated total $60
million in new programming in past
four years, and board of directors is pon-
dering sharper delineation between its
broadcasting and motion picture exhibi-
tion and production operations, now head-
ed in entirety by President Leonard H.
Goldenson. Consideration is being given
to creating overall head of both tv and
radio operations, reporting to board of di-
rectors which Mr. Goldenson also heads.
•
Along with other corporations, and de-
spite great strides it has made businesswise,
AB-PT stock has suffered severe reverses
during past few months. From 1957 high
of 247/8 , stock reached low of ll7/s, and
on Friday was quoted at HV2. Among
other broadcast stocks, CBS (A) had 1957
high of 36'At and was quoted Friday at
24V2. Storer Broadcasting Co. had 1957
high of 29V4 and was at 19% Friday.
•
LONGER PULSE COUNT • New au-
dience measurement technique has been
tested by Pulse Inc., which expects event-
ually to use it in all its local reports. It's
designed to eliminate inflationary effects
of special events, big one-shot shows and
special promotions. And it's relatively
simple: measure for four weeks per month
instead of one. Pulse is so pleased with
results of first four-week run, done in Bos-
ton, that it was getting out letters over
past weekend to stations in New York
and Los Angeles — next targets — outlining
plan and soliciting reactions. Though
"modest" increase in charges will be sought
later, cost to stations at outset will be same
as for one-week reports.
McCann-Erickson's Chicago office will
announce structural realignment this week
following departure of Robert Brewster,
vice president in charge of radio-tv, to
J. Walter Thompson Co. as senior group
head. Plan is to bring timebuying, pro-
gramming and other broadcast activities
under supervision of media director (How-
ard A. Heller, vice president).
COMMAND DECISION • When
NARTB board (it will be NAB then)
meets for its winter session in Phoenix,
Jan. 22-24, it may be called upon to con-
sider changes in trade association's top
echelon. President and Board Chairman
Harold E. Fellows, who has carried tre-
mendous burden during his six and half
years at helm, has been ordered to slow
down by his doctors [Closed Circuit,
Nov. 18]. Mr. Fellows may recommend
changes at executive level, possibly look-
ing toward appointment of second-in-com-
mand as administrative vice president.
9
It's assumed that Mr. Fellows' recom-
mendation will propose promotion from
within. There has been no second-in-com-
mand since Robert K. Richards resigned
as administrative vice president three years
ago to enter private public relations prac-
tice. Holding co-equal status as associa-
tion's vice presidents are Thad H. Brown
Jr., in charge of television, and John F.
Meagher, in charge of radio. Secretary-
Treasurer Everett E. Revercomb is fiscal
officer appointed by combined boards.
•
UHF TAX • Executive session of House
Ways & Means Excise Tax Subcommittee
today (Monday) will consider removal of
10% excise tax on all-channel tv receivers
Committeemen reportedly are concerned
over loss of revenue if tax is repealed. On
plus side, proponents, including Sen. War-
ren Magnuson (D-Wash.) and Rep. Oren
Harris (D-Ark.). chairman of two re-
spective Commerce Committees, point out
that taxes on increased sales of uhf sets
with resultant increase in advertising and
tv stations, will more than offset any loss
from removal of tax. Four identical bills
to eliminate tax are before Rep. Aime J.
Forand's (D-R. I.) committee.
•
Portents of activity on copyright music
controversy by Senate Commerce Commit-
tee seen in pilgrimages to New York by
Nicholas Zapple, professional staff mem-
ber of committee, during past few weeks.
While Mr. Zapple has declined comment,
it's understood he has visited ASCAP,
BMl and networks. Songwriters Protec-
tive Assn., made up of ASCAP writers,
last session petitioned Senate committee
to investigate what it alleged to be broad-
cast performance monopoly through BML
This followed now famed House Celler
Committee onslaught against BMl.
•
ONE-TWO PUNCH • Despite intensive
opposition of Zenith and others, AFL-CIO
convention in Atlantic City last Thursday
again unanimously adopted resolution op-
posing pay tv. Two years earlier, AFL-
CIO had adopted somewhat similar anti-
pay tv resolution. New action, which had
full support of such unions as IBEW,
NABET, IATSE, AFTRA, AGVA and
RTDG, said pay tv would "destroy free
tv" and called upon AFL-CIO to notify
Congress and FCC of organized labor's
opposition. It "urges the defeat of the
efforts of those private advocates of pay
tv who seek to deprive the American pub-
lic of its rights to unrestricted and free use
of the public broadcasting privileges."
•
That cooperative cost-cutting venture
that President Paul Roberts of Mutual
proposed to ABN [Closed Circuit, Dec.
9] went lot further than first reports in-
dicated. Among other things, Mr. Roberts
offered to buy ABN. But President Leon-
ard H. Goldenson of ABN's parent AB-PT
has indicated total lack of interest in sell-
ing, saying there's "not a chance" he'll
dispose of radio network. Mr. Roberts'
proposal that MBS and ABN cut some
financial corners by sharing AT&T lines
also seems apt to fizzle. ABN officials re-
portedly aren't interested in that either.
•
NOTHING DRASTIC • Don't look for
radical cut in number of program cate-
gories in station license renewal forms,
which FCC has been studying past six
months at request of broadcasters who feel
present logging does not take operating
practices into account. Commission met
on subject again last Thursday and indica-
tions are that categories will be revised
somewhat to show differences between
radio and tv and between daytime and
nighttime radio. Also settled, it was
learned, was inclusion of provision to per-
mit credit for educational broadcasting,
even though program may not hew strictly
to that classification.
•
While FCC was prepared to vote last
Wednesday on proposed $3.5 million sale
of eh. 13 WATV (TV) and its sister sta-
tions, W A AT- AM-FM Newark-New York,
to National Telefilm Associates (with fa-
vorable staff recommendation), it decided
to delay consideration until it could do
so in conjunction with proposal of Board
of Regents of State of New York to trans-
fer ch. 13 to educational, rather than
commercial. This is departure from nor-
mal Commission procedures since hereto-
fore transfer cases have never been held
up to await rule-making. (See page 56).
•
MOBILE RADIO • Mutual blueprint-
ing "cross-plug" promotional plan for its
affiliates, directed at auto radio audiences.
Tentative approval reportedly given by 50
eastern affiliates where plan will begin
after Jan. 1. Plan will work like this: If
auto radio is tuned to Philadelphia station,
announcer there during traffic news show
will ask listener to twist his dial— once
Philadelphia signal fades— to other dial
positions, depending on his direction, to
pick up nearest Mutual affiliate.
Broadcasting
December 16, 1957 • Page 5
Now, with KRMG in Tulsa,
Meredith offers you • • •
a
in 5
key
markets
KRMG, newest member of the
Meredith family, serves the 315,000
people of Tulsa and many thousands
beyond from their choice 740 dial
spot with 50,000 watts days . . .
25,000 watts nights. Ask Manager
Frank Lane or John Blair & Co. for
details on KRMG, the basic radio
buy in Oklahoma.
KANSAS CITY
SYRACUSE
PHOENIX
OMAHA
TULSA
KCMO
WHEN
KPHO
WOW
KRMG
KCMO-TV
WHEN-TV
KPHO-TV
WOW-TV
The Katz Agency
The Katz Agency
The Katz Agency
John Blair & Co. and Blair-TY
John Blair & Co.
Meredith Stations Are Affiliated With Better Homes and Gardens and Successful Farming Magazines
Page 6 • December 16, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY
Brand Loyalty Tempest on Madison Ave. — Kolynos drops
Grey Adv. after agency head says he used another tooth-
paste. Advertising experts are divided, in Broadcasting study,
on whether agencies should or should not use product com-
petitive to those they handle. Page 27. Partial transcript of
"fatal" interview. Page 28.
ADVERTISERS & AGENCIES
Buying Value in Spot Radio — The Katz Agency comes up
with a radio spot budget estimator, showing general costs
for an advertiser's message in 150 radio markets. Page 30.
FILM
Mr. Roach Goes to Wall St. — With Hal Roach Productions
Inc. slated to become a publicly-owned corporation beginning
this week, President Hal Roach Jr. raises the "financial
curtain" on his far-flung video operations as part of his effort
to "educate," perhaps entice, Wall Streeters to take a flyer
in tv films. Page 48.
Rettig Elected — Veteran NBC executive becomes presi-
dent of California National Productions succeeding Robert
D. Levitt. Page 50.
GOVERNMENT
Radio Time Sales Up — Aural broadcasters had a good year,
NARTB Am Radio Committee is told by John F. Meagher,
vice president of association. National spot is 32% over 1956.
Page 88.
The Need for Free Tv — "Total information" is the only »
alternative to "total destruction," NARTB President Fellows
tells FCBA in hitting pay tv as a threat to future security
of U. S. Page 90.
NETWORKS
Tv Network Billing Up — Publishers Information Bureau
reports October was best for all three networks. Total for all
networks in 10 months of year: more than $418.3 million,
a gain of 4.8%. Page 46.
DST Problems Loom — AT&T official doubts telephone com-
pany will be able to satisfy all customers completely during
hectic Daylight Savings Time months next year despite its
best efforts, but says situation can't be known definitely till
tv networks and other users place firm orders next month.
Page 42.
PROGRAM SERVICES
Star System Comes to Pay Tv — Impressario Sol Hurok
joins Matty Fox's programming staff as head of Skiatron
Tv's cultural entertainment division and discloses plans to
bring big names from concert stage and legitimate drama
to toll tv-wired living rooms. Page 82.
Aspires for Birmingham — Washington Post makes bid for
WSLA (TV)'s ch. 8, asking that the facility now assigned
to Selma, Ala., be reallocated to Birmingham. Page 56.
WATV (TV) Recoils From Reaching Hand — New York
State Board of Regents doesn't have a leg to stand on, WATV
says in response to Regents' petition to change Newark's
ch. 13 to a New York educational frequency. Page 56.
Conelrad for Storm Crises — FCC puts Conelrad attack
network to work as warning system for turbulent weather;
expresses hope that manufacturers will include special alert
circuits in all am, fm and tv sets. Page 66.
Kohn's Remedy for Broadcasters — Change all am to fm,
all tv to uhf and settle all spectrum problems, Raymond F.
Kohn, WFMZ (FM) and WFMZ-TV Allentown, Pa., writes
to FCC. Page 56.
STATIONS
he Quality of Nighttime Radio — Pulse survey conducted
or NBC Spot Sales reveals the quality of nighttime radio
udiences is equal to that of daytime audiences. George
Dietrich, national radio director of NBC Spot Sales, be-
lieves the survey will "explode the myth" of so-called "in-
feriority" of the quality of evening radio. Page 70.
TRADE ASSNS.
Public's Right to Know — NARTB Freedom of Information
Committee backs President Harold E. Fellows in move to
explain industry's side of courtroom access problem at meet-
ing of American Bar Assn. ruling body, House of Delegates.
Page 91.
A /
MR. WEIR
OPINION
Subliminal Projection: Is It a Fad? — A
leading agency executive, regarded as an
authority in copy writing, feels there are
some very definite limitations in attempting
to sell below the threshold of awareness.
He is Walter Weir of Donahue & Co., who
states his misgivings in the weekly Monday
Memo series. Page 121.
MANUFACTURING
What About 1958? — There are trouble signs aplenty, ac-
cording to key business sources, but electronics manufacturers
are bullish. Note of cheer: Radio set output is up again and
will keep rising next year; tv output is down a little but will
increase in 1958. Page 92.
DEPARTMENTS
ADVERTISERS & AGENCIES... 27
AT DEADLINE 9
BUSINESS BRIEFLY 36
CHANGING HANDS 80
CLOSED CIRCUIT 5
COLORCASTING 36
EDITORIAL 122
EDUCATION 100
FILM 48
FOR THE RECORD 107
GOVERNMENT 56
IN PUBLIC INTEREST 22
IN REVIEW 14
LEAD STORY 27
MANUFACTURING 92
MONDAY MEMO 121
NETWORKS 42
OPEN MIKE 18
OUR RESPECTS 24
PEOPLE 96
PROGRAMS & PROMOTIONS. .102
PROGRAM SERVICES 82
STATIONS 70
TRADE ASSNS 84
UPCOMING 118
Broadcasting
December 16, 1957 • Page 7
In WHB's 96-county world
IT'S A WHB PULSE!
WHB is first in 432 of 432 quarter-hours
6 a.m. to midnight
(Pulse, Kansas City 96-county area ... 6 a.m. to midnight, Monday through Saturday, Sept., 1957)
Whether it be Metro Pulse, Nielsen, Trendex or Hooper . . . whether it be
Area Nielsen or Pulse . . . WHB is the dominant first throughout . . .
with audience consistently in the 40% bracket. And, WHB is
the dominant first among every important audience-type!
For WHB's unique combination of coverage and audience . . . talk to a
Blair man ... or WHB General Manager George W. Armstrong.
*situated in Missouri, Kansas and Iowa
WHB
Kansas City
10,000 watts
710 fee.
— * I X V I I V J I ^sl d>
TODAY'S RADIO FOR TODAY'S SELLING
WDGY Minneapolis St. Paul
REPRESENTED BY JOHN BLAIR 4c CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR Sc CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
Page 8 • December 16, 1957
Broadcasting
at deadline
Clyne Named M-E Senior V.P.;
Haight Becomes Programs V.P.
Terrence Clyne, vice president in charge
of tv-radio department, McCann-Erickson,
named senior vice president in charge of
worldwide tv-radio activities in agency's
45 offices [Closed Circuit, Dec. 9], Presi-
dent Marion Harper Jr. announced Friday.
Mr. Clyne will move to management's offices
at 50 Rockefeller Plaza, New York, but will
continue duties as chairman of home office
plans review board and as management serv-
ice director of Liggett & Myers and Bulova
Watch Co. accounts. George Haight, vice
president in charge of program service, will
become vice president in charge of tv-radio
programs at Lexington Ave. home office. He
has been with M-E more than decad;.
Increased Budget for BPA
To Be Offered Board Meeting
Larger budget based on expected expan-
sion in membership and other activities to
be recommended to Broadcasters Promo-
tion Assn. board meeting next Jan. 31.
Way paved by BPA steering committee,
which met in Chicago Friday under chair-
manship of Charles A. Wilson, WGN-AM-
TV Chicago, with Elliott W. Henry Jr.,
ABC Central Div. (WBKB [TV] Chicago)
presiding as BPA president.
Group discussed proposed BPA member-
ship services in audience and sales promo-
tion, merchandising and employment ex-
change areas; possible extensive direct mail
campaign to recruit new members, and
suggested dates for 1958 convention-semi-
nar in St. Louis, probably at Chase Hotel.
Plan is to open registration on Sunday,
Nov. 16, and hold meeting Monday
through Wednesday noon (Nov. 19). Rec-
ommendations to be submitted in president's
report to board.
Other steering committee unit members
present were Gene Godt, WCCO-TV Min-
neapolis-St. Paul; Bruce Wallace, WTMJ-
AM-TV Milwaukee; James Kiss, WPEN
Philadelphia; and William E. Pierson,
WBKB, BPA secretary-treasurer.
Anderson New Founders President
Harold (Hap) Anderson, general man-
ager, WDEF-TV Chattanooga, Tenn.,
named president of Founders Corp., New
York investment firm owning KPOA Hono-
lulu, WFBL Syracuse, N. Y., WTAC Flint,
Mich., and holding 50% interests in
KTVR(TV) Denver and WSMB New Or-
leans as well as Mohican Stores Inc., chain
of 65 supermarkets in New England and
trading stamp company in New York. John
M. Shaheen, Founders Corp. president and
majority owner, remains as board member.
Otis H. Segler, WDEF-TV commercial sales
manager, named to Chattanooga post.
Compton Acquires Western Adv.
With Keeler as V.P. in L A.
Compton Adv. has acquired Western
Adv. Agency, Los Angeles, effective Jan. 1,
Barton A. Cummings, president of Comp-
ton, announced Friday.
Edward E. Keeler, head of Western, joins
Compton in Los Angeles office as vice presi-
dent and will supervise expanded west coast
industrial account division. He also becomes
member of west coast plans board com-
posed of Thomas Santacroce and Norman
Mork, vice presidents in San Francisco
office, and Alvin Kabaker and Waldo H.
Hunt, vice presidents in Los Angeles.
Merger brings Compton's west coast staff
to 49 in Los Angeles and San Francisco of-
fices, handling combined billing for con-
sumer and industrial accounts of • approxi-
mately $4 million.
More Enter Baltimore Tax Fight
Suit on behalf of 16 local advertiser-
merchants and in opposition to Baltimore's
new taxes on advertising media filed in city
circuit court Friday by law firm of Piper &
Marbury. Previous day The Baltimore Guide
and Guide Publications instituted similar
actions. City officials have until Dec. 17 to
show cause why restraining order should
not be issued staying Jan. 1 effective date
of ordinances. Baltimore's radio-tv outlets
and newspapers already have filed separate
suits [Advertisers & Agencies, Dec. 9,
2, Nov. 25].
ON TARGET BY RCA
Installation from which Talos mis-
sile was fired Friday at White Sands
Proving Grounds, N. M., is first
"fully automatic base ever devised for
launching missiles and guiding them
to their targets," as announced by
RCA, which under government con-
tract designed and built control base.
It is complete electronic control cen-
ter which can go into action by itself
in response to warning signals from
distant outposts. Without any human
being touching control button, RCA-
built base computes location of attack-
ing objects, their speed and course,
and logical points of interception,
then loads missiles on launchers
and fires them automatically at
proper time and in proper direction.
RCA explained each missile rides
guiding beam put out by launching
base until it reaches vicinity of target,
whereupon homing device in missile
itself senses presence of target and
takes control of course to zero in for
kill.
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 27.
AN EX-LAX EXTRA • Ex-Lax Inc.,
Brooklyn, which signed last week for ex-
tended exposure on Mutual for full year,
reported to be adding spot tv campaign in
more than 20 major markets using nighttime
minute periods plus station breaks. Cam-
paign, through Warwick & Legler, N. Y., set
to break in early January and continue for
13 weeks.
SUN MOVING • Sun Oil Co., Philadel-
phia, talking to several advertising agencies
for past several weeks and is expected to
appoint new agency shortly to handle
$3 million advertising budget. Erwin,
Wasey, Ruthrauff & Ryan, N. Y., currently
handles account.
HELP FOR THE ENEMY' • Twentieth
Century-Fox Film Corp., N. Y., signed for
saturation campaign on American Broad-
casting Network for new feature film, "The
Enemy Below," using 100 participations
Dec. 23-28 on various ABN live shows.
Agency: Chas. Schlaifer & Co., N. Y.
LEWIS FOR LEWIS • Lewis Food Co. (pet
foods), L. A., signed to sponsor Fulton
Lewis Jr. news commentary on Fridays
(Mon.-Fri. 7:15-7:30 p.m. EST) on 50
Mutual west coast stations for 52 weeks,
starting Dec. 20. Business marks first sale
by Mutual's newly-formed west coast sales
division. Agency: Rockett Lauritzen, L. A.
STRONG START IN '58 • American
Chicle Co. (Dentyne), Long Island City,
N. Y., will break with spot tv campaign —
minutes and 20-second announcements — ■
in 68 markets around first of year. Dancer-
Fitzgerald-Sample, N. Y., is agency.
JOINS IN 'HUNT' • Glamorene Inc. (rug
and upholstery cleaner), N. Y., reported
to have signed as alternate week sponsor of
NBC-TV's new Treasure Hunt quiz series
(Tues., 7:30-8 p.m.), starting Jan. 28. Pro-
gram replaces Nat (King) Cole Show effec-
tive Dec. 24. Agency is Product Services
Inc., N. Y.
BUENA VISTA PLANS GOOD LOOK •
Buena Vista Distributing Corp., N. Y.,
plans $30,000 radio spot test campaign in
18 midwest-southwest states first week of
February on behalf of C. V. Whitney &
Co.'s "The Missouri Traveler" film. Result
Continues on page 10
Broadcasting
December 16, 1957 • Page 9
PEOPLE
at deadline
CNP Outlines '58 Plans
For Added Sales, Production
Plans of California National Produc-
tions— NBC's subsidiary in film syndication
— to increase production and sales activity
after first of year revealed Friday. Union
Pacific (15 of 39 half-hour episodes already
filmed) goes on sale to local and regional
advertisers Jan. 2, and, at same time, CNP
is readying "one or more" prototypes of
new tv series. Titles were not disclosed.
According to H. Weller (Jake) Keever,
newly-elected vice president and general
manager of CNP (story page 50), January
activity is in "accordance with CNP's estab-
lished policy of providing stations and ad-
vertisers with an ever-increasing flow of
new product." Union Pacific (about railroad-
ing, 1866-69) is being filmed on Metro-
Goldwyn-Mayer's Culver City, Calif., lot.
At same time, CNP is reported to be
negotiating for release and distribution of
Medic which had two-season run on NBC-
TV. This would entail placement of all
Medic's 60 half-hour episodes in syndica-
tion. Also being blueprinted: production of
additional 39 half-hour episodes of highly-
successful Silent Service (on submarine
warfare) sometime next year, probably in
fall. Series has been in syndication since last
winter.
Radio Source of Subway News
Radio was "principal source" of infor-
mation about New York's subway strike
last week, according to results of survey
released Friday by Radio Advertising
Bureau.
Study, conducted for RAB by Mark-O-
Research Inc., New York, last Monday,
Tuesday and Wednesday, revealed that
56.6% of "large sampling" of subway
riders relied primarily on radio for strike
news; 70.1% depended on radio either ex-
clusively or in combination with other mass
media; 74.9% relied on radio for informa-
tion as to how to plan for daily trips to
employment and 40.2% on how to plan
homeward trip. RAB said survey shows
only 12.2% named tv as primary source
of overall strike information and 4.4%
specified newspapers.
RAB's findings were substantially similar
to special Pulse survey commissioned by
WOR New York, which shows that 53%
of those questioned relied on radio as prin-
cipal source of information, 32% on tv and
15% on newspapers.
ABC-TV Switching Three Shows
Three program time changes in ABC-TV's
current line-up announced Friday. Revlon
Inc.'s Walter Winchell File moves from
Wednesday, 9:30-10 p.m., to Friday, 8:30-
9 p.m.; its place will be filled by Plymouth's
Date With the Angels which moves in from
Friday, 9:30-10 p.m. Angel Friday slot will
be filled by Frigidaire-Buick's Pat Munsel
Show which leaves Friday 8:30-9 p.m. slot
(to make room for Winchell) and will be
seen hour later, starting early January.
NTA Bucks N. Y. Regents Plan,
Urges Approval of Newark Sale
Urgent plea that FCC approve sale of ch.
13 WATV (TV) Newark, N. J., and sister-
stations WAAT-AM-FM same city, from
present Rosenhaus ownership to National
Telefilm Assoc. Inc. submitted to Commis-
sion Friday in NTA opposition to New York
State Regents' petition to turn ch. 13 into
New York educational frequency (earlier
story page 56) .
NTA, which is paying $3.5 million for
Newark stations (WATV transmits from top
of Empire State Bldg. in New York), said
Regents are trying to acquire standing in
sale case via old AVCO proceeding. At one
time in late 1940's FCC permitted outside
bidders to meet sales price for stations in-
volved in transfers. This is expressly for-
bidden by 1952 McFarland Act amendments
to Communications Act, NTA noted in its
opposition filing.
Film firm urged Commission to act on
sale application, and, if it so desired, to con-
sider New York Regents rule-making re-
quest later. NTA said it even would accept
sales approval conditioned on outcome of
rule-making.
A VOTE FOR FATT
American Assn. of Advertising
Agencies has commended, at least
semi-officially, Grey Adv. President
Arthur C. Fatt's tv appearance which
preceded Grey's loss of Kolynos tooth-
paste account (story page 27), it was
learned Friday. Richard L. Scheidker,
AAAA vice president, sent following
letter to Mr. Fatt:
"Last Thursday was the regular
meeting of the committee of the board
on government, public and educator
relations. In discussing the public re-
lations of the agency business, a
number of them praised your appear-
ance on the Mike Wallace [sic] show.
If there were more such opportunities
for agency people to appear before
the public, the committee felt, and if
they had acquitted themselves as splen-
didly as you did — even in the face
of difficult questions — it would be a
great thing for the business."
Mr. Fatt was interviewed by How-
ard Whitman on WABD (TV) New
York's Night beat, which was at one
time conducted by Mr. Wallace, now
on his own ABC-TV program.
J. G. PALTRIDGE, vice president-general
manager, KROW Oakland, Calif., appointed
station manager of KGO San Francisco,
ABN owned-and-operated station.
JAMES R. SEFERT, national account ex-
ecutive, WLWC (TV) Columbus, Ohio, to
head new Crosley Broadcasting Corp. sales
office opening in Cleveland about Jan. 1.
JUANITA WILCOX MITCHELL, former-
ly with WBNS-TV Columbus and WDSU-
TV New Orleans, rejoined WLWC as film
director.
Andrews Tower Head Dies
Funeral services held Saturday at Fort
Worth for Johnnie Andrews, 50, president
of Andrews Tower Inc., that city. Mr. An-
drews was fatally injured Thursday in pri-
vate plane crash near Van Horn, Tex. Local
officials said he may have suffered heart at-
tack just before crash, returning verdict of
accidental death. Mr. Andrews was known
nationally as builder of radio and tv towers.
He served two terms as mayor of Oak Knoll,
Tex., before municipality was consolidated
with Haltom City, Fort Worth suburb.
NARTB Sets Phoenix Schedule
Series of committee meetings will precede
winter meeting of NARTB combined boards
to be held Jan. 22-24 at Camelback Inn,
Phoenix, Ariz. Advance committee sessions
follow: Jan. 19, ad hoc convention commit-
tee; Jan. 20, tv finance; Jan. 21, general fund
finance and membership committees. Radio
Board meets Jan. 22, Tv Board Jan. 23 and
joint session will be held Jan. 24.
KSHO-TV Joins ABC-TV
KSHO-TV Las Vegas, Nev., (ch. 3) was
scheduled to become ABC-TV primary affili-
ate yesterday (Sun.). Station, which had
been independent since starting in May
1956, recently was bought by group headed
by Merv Adelson. KSHO-TV becomes
81st station in ABC-TV roster of primary
affiliates.
• BUSINESS BRIEFLY
Continues from page 9
of three-day run — 50 spots per market —
may well make agency, Monroe Greenthal
Co., look to more radio on behalf of movie.
SHOOTING AT SOUTHERNERS •
Lever Bros. (Imperial margarine) set to be-
gin spot radio campaign in 39 cities, pri-
marily southern markets, on Jan. 13. Foote,
Cone & Belding, N. Y., is agency.
NORWICH SPOTTING • Norwich Phar-
macal Co., Norwich, Conn., planning tv spot
announcement campaign in number of
markets, using station breaks, starting Jan.
15 for six weeks. Benton & Bowles, N. Y.,
is agency.
Page 10 • December 16, 1957
Broadcasting
The Best
CAPE MAY
fOURTHOIKf
WFIL-TV— Philadelphia's Number One
station— takes another giant stride
forward with installation of a 70%
higher tower . . . doubling signal
strength to 7% million viewers!
Fringe areas? Hard-to-reach mountain
areas? Their reception will be vastly
improved as the powerful new WFIL-TV
blankets them.
Now— a 100% stronger signal for
your message when aired on the
Philadelphia station that deli vers .most
audience, sign-on to sign-off, seven
days a week— WFIL-TV. . .
ONE OF AMERICA'S GREAT STATIONS
Source: ARB, November, 1957
Kear & Kennedy
Consulting Engineers
Washington, D. C.
A TRIANGLE STATION
WFIL-TV
PHILADELPHIA, PENNSY LVA N I A
CHANNEL 6 BLAIR-TV
Operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39* Ra.
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton, N. Y. / WHGB-AM, Harrisburg, Pa,
WFBG-AM • TV. Altoona-Johnsrown, Pa. / WNHC-AM • FM • TV, Hartford-New Haven, Conn. / WLBR-TV, Lebanon-Lancaster, Pa.
Triangle National Sales Office, 485 Lexington Avenue, New York 17, New York
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IN REVIEW
ZORRO
Unadulterated adventure with all the
daring that could be mustered was the
formula Johnston McCulley used three dec-
ades ago in presenting Zorro through the
pages of the old dime Argosy magazine and
later in the movie series starring the late
Douglas Fairbanks Sr.
In bringing the series to tv, Walt Disney
has lost none of that touch. Zorro remains
the masked rider of early California days
who fights tyranny, for the most part per-
petrated by the local Mexican army au-
thorities. He camouflages his activities by
assuming the role of a lackadaisical son of
a well-to-do Mexican ranch owner.
The secret passageways from ranch to
stable where his horse and disguise are hid-
den and other such gimmicks may seem on
the implausible side to today's more sophis-
ticated audience, but the fast pace of the
scripting tends to whisk the viewer past
such questions.
Perhaps — as the motivation research ex-
perts might put it — the heroics of Zorro are
the type that projects the viewer into a
make-believe world and to participate vicar-
iously in dramatic triumphs over injustice.
In the particular program reviewed, all
the heroics were present as Zorro induced
soldiers guarding the ranch to partake in
a drinking-singing bout, slipped away to
don his disguise, rescued his father from
captors and then returned to the revelry.
The Zorro series promises to hew pretty
close to stereotype Robin Hood lines, but
Disney Studios appears to have the produc-
tion well-paced enough to sell a good
amount of AC spark plugs and Seven-Up.
Production costs: $54,000.
Sponsored by AC spark plug Div. of Gen-
eral Motors Corp. through D.P. Brother
and Seven-Up Co. through J. Walter
Thompson on ABC-TV Thurs. 8-8:30
p.m. EST.
Cast: Guy Williams, Britt Lomond, Henry
Calvin, Gene Sheldon, Romney Brent
and Lisa Gaye.
Executive producer: Walt Disney; director:
Norman Foster; writers: Norman Foster,
Bob Wheling. Based on the Zorro stories
by Johnston McCulley.
Produced by Walt Disney Studios, Burbank,
Calif.
SEEN & HEARD
The Seven Lively Arts (Sun. Dec. 8, 5-6
p.m.) focused on "The Sounds of Jazz"
and let the music speak for itself. Mr.
Crosby kept his commentary at a minimum
and let the camera write most of the libretto.
Wandering from face to face, picking up
shots of musicians listening to musicians,
stopping for a moment on hands or tapping
feet, the camera work was professional and
artistic, adding a real visual depth to the
music. For once, the complexity of produc-
tion didn't strangle the spontaneity of tele-
vised jazz — artists working in their shirt
sleeves, in an uncluttered studio, were able
to concentrate on their product. Instead of
"interviewing," the producers made the mu-
sicians' comments on jazz more effective by
taping them, playing them back as the
camera focused on faces and instruments.
The music, the camera work and the excel-
lent use of that oft-neglected commodity,
silence, made for an exciting hour.
BOOKS
MASS COMMUNICATIONS: A STATIS-
TICAL ANALYSIS, by Richard E.
Chapin, The Michigan State University'
Press, East Lansing, Mich. 148 pp. $5.75.
Each medium in industry — radio and tele-
vision, newspapers, books, magazines and
motion pictures — is dissected from a statis-
tical standpoint and analyzed as far as pos-
sible. In this latter respect however, the
author points to these "glaring weaknesses"
in available data: (a) in most cases, statistical
data is not comparable; (b) there is no com-
plete coverage of the industries; and (c) often
essential information is either unavailable or
restricted in circulation.
Some of Mr. Chapin's material was
gathered from trade journals, "occasionally
subject to what might be called a bias of
self-interest." The reluctance to report gains
in other media, whether conscious or other-
wise, should be recognized in evaluating the
data, the author says.
Be that as it may, Mr. Chapin has com-
bined 76 tables into a volume that does
present a good insight into the development,
financial health and other conditions within
each medium. The tables are presented in
three parts: (1) the statistics themselves;
(2) the source of the data with an evaluation
of that source, and (3) an analysis of the
material by the author.
The radio-tv section contains 21 tables,
most of which are credited to the FCC and
various issues of the Broadcasting Year-
book.
THE STORY OF WALT DISNEY, by
Diane Disney Miller as told to Pete
Martin, Henry Holt & Co., New York.
247 pp. $3.95.
The worlds Walt Disney created or dis-
closed, in cartoon and live film features,
are as familiar to movie and tv fans as
rooms in their own homes. That the man
Walt Disney has been overshadowed by
these worlds is of course natural, yet it is
the man who is brought to public view in
this book by Mr. Disney's daughter. Satur-
day Evening Post Associate Editor Pete
Martin's professional touch makes the view
all the more entertaining.
The book follows the talented output of
Mr. Disney from the early ventures up
through his impact on television (see review
this page).
Disney entered television as a giant, who
could meet the new medium on his own
terms. From his first show — a one-hour
Christmas program for Coca-Cola in 1950
— the relationship has been one of mutual
triumph. AB-PT President Leonard H.
Goldenson is quoted, at a stockholders' meet-
ing, as referring to "our arrangements with
Walt Disney [as the] turning point in our
progress."
The Story of Walt Disney can be read
with the same ease a Disney film can be
viewed — pleasant entertainment, no strain
on the intelligence.
Page 14 • December 16, 1957
Broadcasting
Young Rubicam9imc°
Jldv&rtisimf
NEW YORK ■ CHICAGO ■ DETROIT ■ SAN FRANCISCO ■ LOS ANGELES ■ HOLLYWOOD • MONTREAL ■ TORONTO
LONDON • MEXICO CITY ■ FRANKFURT ■ SAN JUAN • CARACAS
Every Christmas, some of our folks form a choral
group and stroll from floor to floor singing carols for their
co-workers.
But this is just for fun . . .
During the other 364 days of the year, the musical talent
that makes this pleasant custom possible has other values.
It adds a special sparkle to commercials and programs.
When trained musical experts create and supervise the pro-
duction of songs, jingles, and musical effects, the difference
is noticeable and pleasing.
It's the sort of difference that helps TV advertising com-
mand the big, friendly audience it needs to be successful.
Broadcasting
December 16, 1957 •
CONTINUING
LEADERSHIP
from FLORIDA'S
FIRST
TELEVISION
STATION
Continuing its record of leadership,
WTVJ, "Florida's First Television Sta-
tion," on September 2, 1957 instituted
the Nation's first continuing daily tele-
vision editorial.
The result, in the opinion of the station's
management, has been the strengthen-
ing of WTVJ's reputation as the "TV
News Center Of The South." The public
in general, and city, county and state
officials in particular, have taken a new,
closer look at the presentation of news
over WTVJ. While there may be dis-
agreement with the opinions expressed,
there is resounding agreement that the
WTVJ editorials have been instrumen-
tal in affecting public opinion and
effecting improvements in the South
Florida area.
Television continues to grow and ma-
ture. In South Florida it is a certainty
that WTVJ, Channel 4 will always lead
the way into the future.
Basic Affiliate
Represented Nationally by
PETERS, GRIFFIN, WOODWARD
OPEN MIKE
PROOF POSITIVE
?5tS c^S*?^«^tiT
New J^and* Jn '™m all ov« j
WORL, Wp"d,: «d» station '
, a/ew votes seoanff \?Jnce on'y
•O say that „ not Wink it fa;n
^f^favo??te.»fati0n «'o"e
that
WORL
dominates the dial
because
NEW ENGLAND FAMILIES LOVE OUR
11
it
950 CLUB
PROGRAMMING
(the great music of the Past, Present
and Future)
In the recent Hearst Publications'*
Radio-TV Popularity Poll. New Eng-
land readers were asked to vote for
their favorite Disc Jockeys and the
radio station they most often dialed.
That WORL came out on top, along
with only 2 other stations . . . that
both Stan Richards & Dave Maynard
— TWO from WORL — were included
in the "Top 10" Disc Jockeys cate-
gory . . . and that WORL's lower
rates leave no doubt as to which sta-
tion is Boston's best buy — all are
Proof Positive fhat WORL is
USED AS A RULE IN BOSTON
HEARD AS A RULE IN BOSTON
BOUGHT AS A RULE IN BOSTON
ii^iiiii
iirjjiuii
mm 9 ttttut
till i IHH
iiiiu urn
5
0
5
2
5
5
0
0
0
O
0
0
RECORD & AMERICAN
CIRCULATION: 582,743
WORL
BOSTON
950 on every dial
5000 watts — Independent
Represented nationally by
Headley-Reed Company
Brillo Has a Shine on 'Telestatus'
editor:
We find your Telestatus extremely
useful. Have you decided to give up this
monthly report permanently? Quite frankly,
it was one of the most useful features in
your magazine.
John H. Loeb
Advertising Manager
Brillo Mfg. Co.
Brooklyn, N. Y.
[EDITOR'S NOTE— "Telestatus" still remains a
regular service. However, because there is less
fluctuation in tv now than in pioneering days, it
is now published the first issue of each quarter.
Next one: Jan. 6.]
A Taboo Is Dissolving
editor:
We would like permission to reprint
"Listeners Prefer CBS Radio — CBS" [Net-
works, Nov. 25].
. . . We really take our hats off to you
for your courageous stand evidenced by
your editorials [on liquor advertising for
radio-tv]. I'll admit we are not quite ready
to back our position by accepting liquor
advertising, although we have ventured to
accept liquor store advertising (with no
mention of liquor in copy), and we have
accepted the Falstaff pro football game
schedule on Sundays. Sunday beer advertis-
ing has long been taboo in Texas and,
frankly, many other CBS-TV affiliates at
first would not accept the Falstaff Sunday
schedule. ... I believe some of them would
now like to be added to that list.
Albert D. Johnson
General Manager
KENS-AM-TV San Antonio, Tex.
[EDITOR'S NOTE— Permission granted.]
Youth Will Not Be Denied
editor:
You might like a few details about a
rather unique and quite successful fm oper-
ation in the Bay Area.
We went on the air Oct. 27. We are four
partners — the three operating partners be-
ing 21, 22 and 23 years of age. The fourth
member, John Wickett, takes care of land,
building, legal and other details by virtue
of his position as one of the Peninsula's lead-
ing real estate and investment brokers.
Jim Gabbert, Gary Gielow and Mr.
Wickett were responsible for creating the
station from a fertile idea prompted by the
lengthy fm article in Broadcasting April 8.
They worked singlehandedly to find a site,
move a building for a transmitter, clear
trees, purchase and install equipment and
handle other details connected with getting
the station off the ground. I joined three
weeks ago to take some of the workload,
but Jim and Gary still operate the station
78 air hours per week.
I'm sure that in the near future you will
hear more about KPEN (FM). With the
highest fidelity in the Bay Area, the only
varied schedule of programming and the
highest transmitter site, we're expecting
nothing short of total success. Granted, our
overhead is quite low. However, after our
station was on the air only two weeks, cur-
rent revenue exceeded current expenses.
Now our current ratio is solidly in the
black, thanks to more than 13 delighted
accounts.
R. Jerrell Jensen
KPEN (FM) Atherton, Calif.
WLS High on List
editor:
We at WLS were very interested in the
story about Talman Federal Savings & Loan
Assn. of Chicago [Advertisers & Agencies,
Dec. 2] and its enthusiasm for radio as an
advertising medium. But we were disturbed
at the omission of WLS from the list of
stations carrying Talman programs in Chi-
cago.
WLS has as much reason as anyone to
know first-hand of Talman's enthusiasm for
radio and, more particularly, for WLS
radio. Talman has been our valued sponsor
for more than two years of the Rudy Orisek
show, Rhythms Around the World, Monday-
Friday, 10-10:30 p.m. . . . [and] recently
renewed for the third consecutive year.
Miss Perry Hamilton
Publicity Manager
WLS Chicago
A Constantly Revised Textbook
editor:
Whereas textbooks are a "stationary"
source of information giving outdated facts
and figures, we always manage to stay right
on top of the developments by using your
magazine as an effective reference work.
Your reports on toll tv, subliminal per-
ception, radio network resurgence, com-
mercial television in the United Kingdom
and the excellent condensation of the Bar-
row report . . . provided valuable material
for study and class discussion.
George Arfeld
Indiana U.
Bloomington, Ind.
[EDITOR'S NOTE— BROADCASTING is proud
of the part it plays in classroom use and supple-
mental reading in radio/tv courses across the
nation. Special rates are available to recognized
schools. Write circulation manager for details.]
'Comprehensive' ETV Roundup
editor:
Your article on educational television
[Education, Nov. 11] was a good one, and
I must say you covered the subject com-
pletely. That is without doubt the most
comprehensive piece ever written on ETV.
Baskett Mosse
Chairman, Dept. of Radio-Tv
Medill School of Journalism
Northwestern U., Evanston, III.
'A Real Contribution'
editor:
Broadcasting's review of radio-tv news
coverage each week [Datelines] is a real
contribution to the field's status within the
broadcasting industry. It has done a lot
of good.
Marvin Alisky
Chairman, Dept. of Mass
Communications
Arizona State College
Page 18 • December 16, 1957
Broadcasting
JACKg ARE BETTER^
to open in Baltimore
Four of a kind-all JACK GALE,
our zany, brainy new "morning
man" who in a few short months
has taken Baltimore by storm.
Zany — because Jack's a mad,
mad man at the mike — with his
offbeat characters (see cards
above), his breezy nonsense, his
gag-a-minute pace.
Brainy — because Jack is crazy
like a fox. He combines his show-
manship with a mastery of sales-
manship second to none. He has
the precious knack of making
people listen for a commercial as
well as listen to it.
Jack is just what Baltimore's
highly competitive AM radio has
long needed — a personality.
Jack Gale opens the day on
W-I-T-H with "Wake Up, Balti-
more" from 6 to 10, Monday
through Saturday. With music,
news, weather — plus low W-I-T-H
rates and complete W-I-T-H cov-
erage— he's your opening to bigger
business in this prime market.
Radio's best on
Tom Tinsley, Pres.
R. C. Embry, Vice Pres.
Select Station Representatives in New York, Philadelphia, Baltimore, Washington. Simmons Associates in Chicago area and New England.
Clarke Brown Co. in Dallas, Houston, Denver, Atlanta, Miami, New Orleans. McGavren - Quinn in Los Angeles. San Francisco, Seattle.
Broadcasting
December 16, 1957 • Page '19
TO d 3 y nothing propels the shopper toward your product except her memory of
you (and in-store display if you get it). Supermarkets carry a minimum of 2500 items
by definition; an average of 5000. How do you win in this tough multiple-choice test?
By prompting your customer's short memory as many times as possible per week.
And you do it most efficiently with CBS Radio daytime dramas. As little as $10,000
delivers 20.7 million commercial-minute impressions a week, 3.2 impres-
sions on each of 6.4 million listeners. CBS RADIO NETWORK
No wonder advertisers like American Home
Foods, Best Foods, General Foods and Lipton Tea
use dramatic serials on CBS Radio, to build their
customers' memories — and their product sales.
IN PUBLIC INTEREST
Oklahomans Respond Quickly
To WKY-AM-TV Eye Programs
Oklahoma City was looking and listening
Dec. 2, when WKY-AM-TV there broad-
cast A Gift of God, separate radio and tv
dramatizations of Oklahoma City's need for
an eye bank. Within 48 hours of the half-
hour programs 2,000 volunteers had signed
up as volunteers for the bank project and
corneal transplants had been performed on
two people.
On WKY-TV, A Gift of God showed
the progress of a donor's eyes over a
150-mile journey to an Oklahoma City
operating room. A film of a corneal opera-
tion was followed by an appeal for the
Lions Club eye bank project. The radio
version of the show told the same story,
substituting sound for visual effects.
WKY-TV is offering film copies of A
Gift of God to other Oklahoma tv stations,
and the radio version is being distributed
on tape by Lions Club members. The tv
show was written by WKY Public Affairs
Director Gene Allen and directed by Joe
Jerkins, WKY-TV program manager. Bill
Wheatley, program manager of WKY, wrote
and produced the radio broadcast.
WISH-TV Cited for Documentary
On Community-Built School Plant
WISH-TV Indianapolis was cited by the
local chamber of commerce for a "magnifi-
cent job" by its news department on a
nationally significant film story. Camping in
Greensburg, Ind., for a solid week, the
station's news department filmed a public
interest documentary showing how a com-
munity of 7,500 built a $3.5 million school
system without a tax boost, federal or
state aid, supplemented only by a municipal
corporation grant of $1 million for certain
improvements.
Vince Leonard, WISH-TV news director,
sent his crew on the project, which encom-
passed five school buildings and water and
sewage plants. Response was so overwhelm-
ing, according to the station, that national
opponents of federal-aid-to-education, U. S.
government and congressional leaders and
educators visited the community.
Robert B. McConnell, vice president and
general manager of WISH-TV, credited an
"alert news department with spotting a good
story, which we felt was so important that
other things had to wait so it could be told."
WISH-TV canceled a network program to
air it Nov. 17.
BETTER TO GIVE • WMUR-TV Man-
chester, N. H., WPEN Philadelphia and
WTOP-AM-TV Washington have directed
their Christmas fund-raising toward intro-
ducing underprivileged children to the
spirit of giving. Each of the stations is par-
ticipating in a plan whereby donations are
distributed among the youngsters who are
taken on shopping tours to make their own
selection of a gift.
HAPPY ENDING • Thanks to KM BY
Monterey, Calif., and the people of the
area, the 11 members of the Mascarenas
family of nearby Seaside, whose possessions
were destroyed by fire, are back on their
feet again. As soon as the station was
informed of the family's problem it broad-
cast a series of appeals over a 24-hour
period, including an interview with the
parents. Over 2,000 articles of clothing and
furniture poured in and within two days
the family had resumed housekeeping.
AWRT PROJECT • The New York City
chapter of American Women in Radio &
Television were guests of Mayor and Mrs.
Robert Wagner at Gracie Mansion last week
when the women broadcasters held their
fourth annual Christmas party for children
of needy families in that city. Approximately
400 gifts were donated by AWRT members
for distribution Christmas morning by the
Service to Families and Children organiza-
tion, a division of the New York Welfare
Dept.
FUND FORMED • NBC personality Dave
Garroway last week announced the forma-
tion of the Psychiatric Research Fund —
"an organization devoted to raising money
exclusively for basic research into the causes
of mental illnesses." Mr. Garroway, who
co-founded the organization with Dr. Paul
H. Koch, commissioner of mental hygiene
for New York state, plans to begin his
personal campaign to raise money for the
fund with a plea for support on Today
tomorrow (Tuesday).
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Page 22 • December 16, 1957
Broodcatting Publication! Inc.
Sol Taishoff
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•Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Broadcasting
. . . extends the UH F Horizon . . . Again, RCA engineering sets the pace
in UHF television . . . with a beam power tube for color and black-and-white TV
transmitters. High power gain is achieved through unique tube geometry and a
symmetrical array of unit electron-optical systems. A multi-strand, thoriated-
tungsten type filament— featuring individual strand suspension— provides high
emission, affords economical operation. Compact, simplified construction results
in a high-power tube weighing only 28 pounds— a boon to station men when
rotating and maintaining tubes.
Already on the air in leading super-power UHF stations like WBRE-TV, WBUF-
TV, WHP-TV, and WTPA, RCA-6806 is another instance of RCA leadership in
power-tube advancements for broadcast applications.
Service on RCA tubes is always available quickly-from your RCA Industrial compact, lightweight, and easy to handle,
RCA-6806 delivers 28 kw TV output at
Tube Distributor. 550 Me.
Radio Becomes Perpetual
As Sportscast Pays Off
WHEN BECKMAN-KOBLITZ ADVERTIS-
ING Agency signed Perpetual Savings &
Loan Association of Beverly Hills this
fall, it recommended that the new client
emphasize a medium completely miss-
ing from its past advertising : RADIO.
SOUTHERN CALIFORNIA RADIO came
through.
WITH RADIO ON THE JOB only since
September, Perpetual deposits are at an
all-time high. Four fine stations deserve
the credit . . . including Jim Healy's com-
mentary, "Speaking of Sports^ each
weekday afternoon on KBIG.
"WE PICKED THE CATALINA STATION"
say agency partners Milt Beckman and
Edward Koblitz "because of its fine past
performance for other clients . . . and
because KBIG coverage of Greater Los
Angeles, plus the whole Southern Cali-
fornia coast, is useful to Perpetual's
heavy percentage of business by mail.
The results have paid off at the teller's
window— and the postman's sack.
"WE INTEND TO MAKE KBIG a 'Perpet-
ual' part of our radio programming!"
Your KBIG or Weed contact will be
glad to provide other case histories to
help you evaluate Southern California
Radio.
JOHN POOLE BROADCASTING CO.
6S40 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-3205
Nat. Rep. WEED and Company
OUR RESPECTS
to Morton Jules Wagner
THERE is a rare executive quality in being able to "encourage" employes into
that consistent extra effort which makes the difference between a "getting by"
operation and a successful one. Those of the eastern division of the Bartell Group
are the first to admit their youthful boss had that quality. He is Morton J. Wagner,
executive vice president in charge of the Bartell eastern division, having overall su-
pervision of WAKE Atlanta, WYDE Birmingham and WILD Boston, plus general
managership of WAKE and WYDE.
"I think there's a definite place always for a well-placed needle. It keeps things
perking," Mr. Wagner admits with his ready smile. His badgering quirk personifies
his slogan for the eastern trio, "WYDE aWAKE 'n WILD." But the Bartell stations
are not another rock and roll team, he cautions. That is exactly what they are not,
although the basic format is music and news, he explains. Rather, the Bartell station
seeks to be a family companion — an alert one, enjoyed by all segments of the family.
As manager of WAKE and WYDE and earlier of other Bartell properties, Mr.
Wagner has had a lot to do with development and refinement of programming fea-
tures on the Bartell stations. The secret is as much in the staging as in the program
element itself, but with features designed to bring the audience and station closer
together as companions. Thorough research is behind each innovation.
Mr. Wagner expends the same enthusiastic drive in the other important direction
of radio management: sales. "I've a hell of a reputation among our sales folks for
insisting upon a week-ahead plan," he admits. "They have got to know where they
hope to go all week no later than Sunday night, and with what."
His philosophy is "unwavering optimism." He insists that the word "problem"
never be used. "Sure, we've got 'situations,' but never 'problems,' " he says. In the
same vein of daring to be different and doing it, Mr. Wagner also has a "bug" on
other terminology used in the radio profession. "We dispense with the negative
phrase ROS (run of schedule) and substitute BTA (best time available). My salesmen
are forbidden the use of the word 'contract'. It's a 'Client's Order to Broadcast'. '"
Well known for his devotion to training of young people in the radio profession,
Mr. Wagner feels "one of the crying shames of our industry is our own lack of sales
planning — not only proposal-type but, more importantly, 'people-planning' for sales."
BORN Morton Jules Wagner Oct. 5, 1925, at Jamaica, Long Island, he was taken
at age 3 by his parents to Madison, Wis. He displayed his talent for unusual
achievement early. He not only became a Life rank Boy Scout, but he found time
to edit the high school paper, play in the band (clarinet) and take school play leads.
He started his commercial radio career at age 16 as combination man at WISC
Madison, then from 1944-46 served as technical sergeant in the Army airways com-
munication system. Upon discharge he married Bernice Maletz and entered the U.
of Wisconsin, also his wife's alma mater. In 1949 he received his B.S. there with
major in speech and minors in social studies, psychology, journalism and personnel
relations. During college he found time to be parttime salesman for WISC, announce
for the university's WHA Madison and take part in campus affairs.
After college he became more fully identified with WISC, within a few years
moving up to program director and sales manager. In 1952 he was offered an exec-
utive birth with the Bartell stations and he made the switch, becoming sales manager
of the then-owned uhf station, WMTV (TV) Madison, an NBC affiliate. For his
27th birthday present, President Jerry Bartell appointed him to manager of the tv
outlet and he became possibly the youngest such executive in the industry at that
time. "Contrary to most uhf's," he recalls, "we never knew a month in the red."
In November 1955, Mr. Wagner opened the Atlanta property, WAKE (formerly
WBGE), established programming, administrative and sales procedures. He also
continued as manager of WMTV until July 1956 when the tv outlet was sold. Then
he moved to Atlanta to head up the growing eastern division. In August of this
year he opened WYDE Birmingham (formerly WILD). The WILD call was moved
to Boston for the newly acquired property there (formerly WBMS). For the months^
of July, August and September he constantly shuttled between Atlanta, Birmingham
and Boston to install and develop the Bartell pattern of operation. Earlier he had
helped establish Bartell's KCBQ San Diego, Calif.
The Wagners make their home in Atlanta. There are five of them now- Mr, &
Mrs. are kept active on the home scene by Claudia 9, Wendy 6 and Bruce 3. It's
on the home scene where Mr. Wagner learns to grow in the many human qualities
he attempts to impart to his business. "A radio station must be comfortable and
happy," he says. "It cannot build itself a house of wax — apparently sturdy but with
no warmth and personality."
Page 24 • December 16, 1957
Broadcasting
IN THE PUBLIC SERVICE OF GREATER DETROIT
WKMH
Carries the Ball
For Needy Kids!
In addition to year round sports coverage, featuring
play by play accounts of Detroit Lions and University of
Michigan football and Detroit Tigers baseball, WKMH,
as a public service, broadcasts two annual charity events
—The Goodfellow's Football Game and the Boystown
Football Game.
The Goodfellows, a group of former Detroit newsboys,
sponsor a yearly game between the Detroit Metropolitan
and Parochial High School champions to decide the City
Championship. Proceeds of the Goodfellows' drive are
dedicated to the realization of the organization's motto:
"No kid without a Christmas I"
The Boystown Game is another annual event, bringing
together Detroit's Catholic Central High School and Father
Flanagan's famed Boystown, of Omaha, Nebraska.
These broadcasts are carried on a non-sponsored
basis, and are designed to bring to the listening audience
the excitement of top-notch high school football, and to
explain to them the great need for public support of the
worthy causes involved
In these instances, as in many other areas involving
the public interest, WKMH stands at the forefront.
* third in a series of
ads showing how WKMH
serves the Michigan Pub-
lic in Greater Detroit
WKMH
DETROIT • DEARBORN
John Carroll, Managing Director
_ _ — __ ^_ _ _ — _ i , ^_ _ _ — ^ FRED A. KNORR, PRES.
KNORR BROADCASTING CORP. Represented by HEADLEY REED
Broadcasting
December 16, 1957 • Page 25
KTHS
sells
nearly All
of Arkansas!
"KTHS was
instrumental
in attaining
our goal."
Says WALDO FRASIER,
Executive Vice President, Arkansas Farm Bureau Federation.
58,000 Arkansas farm families belong to the Arkansas Farm Bureau
Federation, the State's leading farm organization. For more than four
years the AFBF has sponsored the daily "Farm and Market Reports"
over KTHS. Here is what Mr. Frasier said in his renewal letter to us:
Enclosed herewith is a contract for another
year of broadcasting in behalf of Arkansas
Farm Bureau Federation.
I think that credit should be given where
credit is due . . . and I can truthfully-
state that our farm program, Monday-
through Saturday, "Farm & Market Re-
ports" was most instrumental in achieving
the goal we set out to achieve 4-1/2 years
ago. The efforts of collecting the farmers
together as a unit of one for a better agri-
cultural outlook has been most successful.
The success also lies in the quality of our
KTHS talent, Marvin Vines, who has done
a very good job securing information for
our program. J J
WALDO FRASIER
Waldo Frasier, the Board Members of the Arkansas Farm Bureau Federa-
tion, and farm families throughout the State all know that KTHS is
Arkansas' state-wide station that gets state-wide results. Ask your Christal
man for all the facts.
KTHS ... LITTLE ROCK
50,000 WATTS
REPRESENTED BY THE HENRY I. CHRISTAL CO., INC.
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
Page 26 • December 16, 1957
Broadcasting
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Vol. 53, No. 25
DECEMBER 16, 1957
LOYALTY TEST ON MADISON AVENUE
• Must agencymen shun all products but their clients'?
• Question argued after Whitehall yanks Kolynos from Grey
An answer on a television interview cost
Grey Adv. the $300,000 Kolynos toothpaste
account last week and touched off an indus-
try-wide re-examination of the merits and
perils of "brand loyalty."
Grey lost the account days after its presi-
dent, Arthur C. Fatt, told interviewer How-
ard Whitman on WABD (TV) New York's
Nightbeat that he brushed his teeth with
Crest that morning. Pressed by Mr. Whit-
man, he pointed out that Crest was a Proc-
ter & Gamble product and that Grey han-
dled other P&G products (but not Crest).
Moreover, he said in answer to another
question, he personally tries to sell his agen-
cy people on using the products of clients
(see interview transcript, page 28).
But Kolynos left, destination not dis-
closed. Whitehall Pharmacal Co., maker of
Kolynos, has seven agencies handling its
various products and it was understood — al-
though not confirmed — that Sullivan, Stauf-
fer, Colwell & Bayles, one of the seven,
would be named to take over the toothpaste,
effective after the first of the year.
Queried about the withdrawal, Whitehall
advertising vice president R. G. Rettig told
Broadcasting he had no comment. He did
say that "we are doing business with seven
agencies and from time to time move ac-
counts."
(He was more direct when asked what
toothpaste he himself had used that morn-
ing. "Kolynos, of course," he replied em-
phatically.)
News of the Kolynos action ricocheted
through advertising circles, stirring up views
that varied from condemnation to warm un-
derstanding and support.
Mr. Fatt, the man who tipped over the
hornets' nest, outlined his position this way:
"The truth," he said, "is that I have three
brands of toothpaste — two types of Koly-
nos, Crest and super-Ipana — in my medicine
cabinet, because all of our top executives
are constantly, of their own volition and at
the request of our research department, per-
sonally testing the products of competitors.
You can understand that this provides exec-
utives with the greater knowledge of prod-
ucts which we are helping to sell."
Mr. Fatt explained that in his definition
"brand loyalty . . . consists of many in-
gredients." He said these included "com-
plete acceptance of the product advertised
as the best in the field for those of us priv-
ileged to advertise the product as well as
for the consumer, but it does not stop there.
Brand loyalty is not complete without a
full knowledge of the competitive situation,
without which effective marketing plans can-
not be developed. That is why we at Grey
are always testing new and competitive prod-
ucts to those we advertise."
Grey Adv. management, long noted for
brand consciousness, has in memo after
memo to its staff emphasized loyalty to its
accounts. In a recent one, for example,
Mr. Fatt said "two vital ingredients con-
tribute to our success as an agency — skill
and enthusiasm. They must work hand in
hand. Skill is employed on the job. En-
thusiasm— for Grey, its clients and their
products — is a quality you can't turn off
with the light switch at the end of the day.
It's the belief that everything connected
with Grey is 'extra special' to be boosted
'round the clock, wherever we are, what-
ever we do . . . brand loyalty ... is a
normal extension of belief in our work."
Lawrence Valenstein, chairman of the
board of Grey, said that "we have a great
respect for the Whitehall people and they
have always treated us fairly."
Grey has handled Kolynos since Septem-
ber 1955. Its sales at that time were low but
increasing, and were still climbing this year.
Kolynos shares sponsorship, along with
other Whitehall products, of Love of Life
and Secret Storm on CBS-TV.
Here are some of the views rounded up
by Broadcasting as the debate over brand
or client loyalty stirred advertising circles
last week:
Bruce Dodge, vice president in charge
of the New York office of North Adv.,
was outspoken in his praise of Mr. Fatt's
position. He said it was "disgraceful" if
a client dropped an agency solely for the
reason that a top-level agency executive
preferred to use the product of a competing
company.
Mr. Dodge agreed with Mr. Fatt that
many agency employes, including those at
North Adv., are "free-thinking." He has-
tened to add that products handled by
North — Lanvin perfumes and Toni prod-
ucts— are "leaders" in their fields, and agen-
cy personnel prefer to use them. But he
insisted that if there were a product he could
use that was "superior" to one handled by
Broadcasting
December 16, 1957 • Page 27
MR. FATT'S
Here, condensed, is a transcript of parts of the tele-
cast interview that preceded Kolynos toothpaste's
departure from Grey Adv. last week. The interviewee
was Grey President Arthur C. Fatt; the interviewer
was Howard Whitman, and the program was
Nightbeat, on WABD (TV) New York, Dez. 3.
Q: Let's start with some personal questions. When you woke
up this morning and brushed your teeth, what kind of toothpaste
did you use?
A: Crest.
Q: Crest. When you groomed your hair, what did you use?
A: Mennen's hair cream.
Q: And what about the coffee you had for breakfast?
A: Chock Full O'Nuts.
Q: Now, according to my information, Mr. Fatt, you have
two hits and one miss. You represent, I believe, at your agency,
Kolynos toothpaste.
A: That's correct.
Q: Why do you use Crest?
A: I just happened to use it this morning. It's a product of
Procter & Gamble, another client of our agency.
Q: I see. Then you have two toothpaste clients. Do you
alternate, Monday, Wednesday, Friday, Crest; Tuesday, Thurs-
day, Saturday, Kolynos?
A: . We do not handle the advertising of Crest. It just happens
to be a product that I used this morning.
Q: The point I am trying to make is not to embarrass you
about your personal tastes in toothpaste, or anything else, but
rather the point of the advertising agency man's feeling about
the product he advertises. Do you feel that you, and everyone
in your agency, should loyally use the products that you plug
in your ads?
A: I try to sell that philosophy to the people in the agency,
but I must confess that they're free thinkers and they don't
wmm>::::u. ' :=" ". . .-: : : • ■■■■ : '
ADVERTISERS & AGENCIES continued
his agency, he would use it. Mr. Dodge as-
serted that "an agency has a job to do for
a client, and most agencies, including Grey,
do it." Other factors, he indicated, should
be subordinated to this primary function.
The president of an agency that bills
in the radio-tv top 10, and in the top 20
in total billing, said that upon hearing of
the Kolynos situation he was at first
"amused," but upon reflection was "genu-
inely shaken by it."
He emphasized, however, that in his view
one of his "first and cardinal principles"
is that a client's product ought to be used
and given preference over all others. He
did not think the fact that another client's
product (but a product not handled by his
agency) was available would affect his
choice — "Good manners dictate that you
use the client's product."
William Banbrick, Foote, Cone & Belding
account executive on Pepsodent, said his
office's policy was to use other brands of
toothpaste as well, "so we know what they
are doing." Right now, he said, he was
trying a competitor's toothpaste "hoping to
find what is wrong or why it may not be
as good as Pepsodent."
He asserted that "nobody ever has asked
us to use Pepsodent. The client uses other
brands, too, and for the same reason we
do— to find out what the competitor is
doing." He noted, "We just assume that
since we work with the product in our
advertising, it is a better product."
Mr. Banbrick thought, however, that an
entirely different situation may be presented
when an advertising man is before the cam-
era and "talking to perhaps a million peo-
ple."
A long-time (32 years) agency executive,
one of the first people to service a network
advertiser in radio back in 1931, com-
mented: "If this is the real reason for the
account loss — and I don't believe for a
minute that it is — then I had better quit the
agency business now while I'm ahead." (He
has only a couple of years to go till retire-
ment.)
William P. Warwick, radio-tv director,
Warwick & Legler, said he believes in "the
principle of using a client's product," that
"we are working for him and I am sure
he [the client] uses his own products." He
explained that it's not that "we should be
walking ads," but that client loyalty through
product usage not only familiarizes the agen-
cy executive with the product so that he
can do a better job of promoting its virtues,
but also that it does much to "encourage
brand consciousness."
An account executive handling a dentifrice
for a top agency in New York (billings heavy
in tv and radio) said he had a strong opinion
on the subject. "If he [Mr. Fatt] likes Crest
then he should be free to use it," he said.
He continued that it has been his feeling
that a person active in the advertising field
should be permitted "to reserve the right"
to use what product "he happens to like,"
whether it be a client's product or some
other. This does not mean that he person-
ally does not use the client's product. It so
happens that he does. Perhaps the loyalty
factor may color my view," he admitted.
A top executive at Doherty, Clifford,
Steers & Shenfield, agency for Ipana, said
Mr. Fatt "should be applauded by the entire
advertising agency for his frankness." He
felt that agency personnel should be free to
experiment with other products so that a
basis for comparison can be set up. He
noted that Cunningham & Walsh sends men
into the field for research work. He ex-
pressed the view that Mr. Fatt "will come
out of this thing on top."
Another top-echelon agency man, one who
has been in radio-tv since the first day he
entered the agency business in the 'thirties,
claims that by saying all brands of tooth-
pastes were more or less the same, Mr.
Fatt had practically disqualified himself as
an agency practitioner.
Yet another executive said that he "wasn't
at all sorry for Arthur." Who knows, he
asked, P&G might "feel so sorry for him
that they'll maybe hand him $8 million bil-
lings next week!"
An official of the American Assn. of
Advertising Agencies told Broadcasting
that "so far as we know, it's pretty general
policy among agencies to suggest that their
people use their clients' products." (AAAA
staff members themselves have a sort of
"member loyalty" which leads them to use,
as much as possible, products that are
handled by AAAA member agencies.)
An Assn. of National Advertisers official
said ANA has "no policy" on the question
THE IRONY OF IT ALL
To promote "brand loyalty" for its
clients, Grey Adv. distributed weekly
shopping lists and gift shopping wal-
let-size folders to its employes, sup-
pliers, clients and other people who do
business with the agency. The weekly
shopping list is divided into categories
— food, drug, toiletries, household
items, notions, and personal — and lists
the brands in each section which are
advertised through Grey.
Page: 28 • December 16, 1957
Broadcasting
$300,000 QUESTION
always go along. But, for the most part, it's an agency philos-
ophy. We put little slips on our paychecks, at the semi-annual pay
periods, suggesting that our employes use our clients' products.
Q: I wonder if those slips are like the slips that Ben Duffy,
the president of BBDO, puts in the executive paychecks at his
shop. I believe that he inserts a little note which states, "Con-
fucius say, 'He who do not use client's products works for the
wrong agency'."
A: Similar.
Q: Well, do you enforce this? Go back to BBDO for a
moment. I believe that the cigarette machines in the agency
office offer only Lucky Strikes, because of course, American
Tobacco is a BBDO client. Today, of course, there's a choice.
Lucky Strikes and Hit Parade, another American Tobacco Co.
product. But that's all. Now, would you go that far? Would you
actually limit your employes to the use of the products you
advertise?
A: I wouldn't limit them to the use of the products that are
advertised, but I certainly wouldn't display competitive products
in the vending machines of our agency.
Q: Well, let's go back to your personal life. If you lost
Procter & Gamble as a client, the makers of Crest, suppose
you picked up another toothpaste client. Would you shift?
A: Probably.
Q: But why? Don't you like to use the best toothpaste?
A: I don't think that's germane. I think all toothpastes are
good, and I believe it would be almost impossible to determine
which is the best toothpaste.
Q: Would you ever permit a copywriter of yours to put that
line in an advertisement, that, "I believe", or, "We believe that all
toothpastes are good"?
A: Probably not, but the fact of the matter is that they are
all good or they couldn't succeed at all, and it's basically true
that all products haven't differences. You are talking about a
category of items in which the variation is quite slight. You
might take other products in which the variation would be
tremendous.
Q: Well, what I am trying to get at is an apparent difference
between what you say to me now, man to man, and what the
copywriter says to the public in the ad. Doesn't the copywriter
try to get the public to believe that there are vast differences
among products?
A: Yes, that's part of the task which we have, to sell the
products which we represent. But they must be good products
or we're not very successful in selling them. Nor is anyone
successful in selling a bad product.
Q: Would you ever plan a campaign if you were not con-
vinced that the client had a good product to put on the market?
A: No. We would tell the client if we were satisfied that that
was a bad product, and we do copy testing and product testing
for almost every product that we put on the market, and it's
pretty silly to advertise a product that is poor, because it just
won't sell. Advertising exposes a product to more people quickly,
and it will kill it more quickly if it's not a good product. So
that your end result must be a bad one. You might just as well
have that before you start as after you've spent the money and
had the heartaches and the headaches and the losses.
Q: Well, to come down to cases, have you ever rejected a
product or told a client, "Go peddle your papers some place
else"?
A: Well, in the past two weeks, we've had two occasions to
tell clients, "We don't think you should go ahead with this
product, because, in our opinion, it hasn't got a chance."
STAND-BY BRAND • Grey's President Fatt, asked
Thursday, "What toothpaste did you use this morn-
ing?" replied, "Kolynos . . . and I will continue to use
it until toe, as an agency, are fortunate enough to
get another brand."
of product loyalty, but that he could see
how it might be embarrassing for an ac-
count executive to bring in a client and see
his colleagues smoking competitive ciga-
rettes, for example.
An agency vice president at one of the
larger auto account shops said "It's especial-
ly risky in day-to-day contacts, this business
of using your client's product, especially
if it is a $10,000 car, which you as a person
can't afford." He says when a man becomes
an agency executive, he's got to play by
the rules, and one of them is that you just
don't go around indirectly boosting what
you're not supposed to be boosting.
A Benton & Bowles executive summarized
his view of the situation thus: "Sheer non-
sense."
St. Louis Reaction Lukewarm
To Proposal to Tax Ad Media
A suggestion that St. Louis consider taxing
local advertising media along the lines
of Baltimore's recently enacted ordinances
has evoked only lukewarm reaction so far.
In fact, the idea had not even been offered
formally to the city council as of last Thurs-
day, more than three weeks after Alderman
Alfred Harris announced he would ask the
council to study the feasibility of such taxes
[At Deadline, Dec 2].
One definite and politically persuasive
voice has denounced the idea. It came last
week from Mark R. Holleran, Democratic
national committeeman from Missouri,
whose sentiments carry weight with the St.
Louis Democratic administration.
In assailing the plan, Mr. Holleran noted
that despite his friendship with Baltimore
Mayor Thomas D'Alesandro, he feels media
taxes such as Baltimore's are basically "bad."
He said similar measures in St. Louis would
be "ill-advised, harsh and oppressive" and
would pose an "economic threat" to the
city.
St. Louis media have withheld fire on
the Harris suggestion up to this time. Ac-
cording to Hugo Autz, president of the St.
Louis Advertising Club, which is studying
the problem, local media and businesses
have undertaken to show city authorities
how such a tax would be ultimately harm-
ful to all concerned. Mr. Autz expressed
the opinion that the suggestion stands a
good chance of being vetoed.
He pointed out that the tax suggestion
did not originate at the top level of city ad-
ministration and that officials haven't ex-
pressed any particular enthusiasm for such
an ordinance.
Alderman Harris, who suffered injuries
in a traffic accident shortly after his original
tax suggestion, was back at his desk last
week, but gave no indication when and in
what form he would offer his idea to the
council.
It's understood, however, that he is con-
sidering one amendment that would exempt
the first $200,000 of gross sales and income
from the proposed advertising tax.
Mr. Harris' plan is that the St. Louis
ordinances could be similar to Baltimore's:
a 4% sales tax on gross sales, plus a 2%
levy on the gross of all advertising media.
The Baltimore taxes already have been taken
to the local court [Advertisers & Agen-
cies, Dec. 9].
Broadcasting
December 16, 1957 • Page 29
ADVERTISERS & AGENCIES CONTINUED
KATZ TABLE TOTES RADIO SPOT COSTS
Estimator shows low cost of spot budgets in 150 radio markets
Nearly everybody in the advertising busi-
ness today must know that spot radio is an
inexpensive buy, but just how much of a
bargain is it? The Katz Agency, station
representative, has come up with some dol-
lars and cents statistics.
As a result, agency buyers of radio time
soon will have at their disposal a quick and
simplified "table" showing estimated costs
of spot announcements in 150 U. S. radio
markets.
At a glance then, timebuyers, thanks to
this new tabulation (called "spot radio
budget estimator" and prepared by Katz'
research department), can estimate rapidly
the spot radio budget for any group or
cumulative grouping of 150 listed U. S.
radio markets.
Though designed by Katz as a service and
not a sales pitch, the effect of the cost fig-
ures and markets as presented in the "esti-
mator" is to point up what a lot of radio
advertising — and in important markets —
a very little money can buy.
For an estimated $3,560.55 an adver-
tiser's one-minute message can appear on
one station in each of these 150 markets
in the U. S. in the daytime period between
9 a.m. and 4 p.m. And this is estimated for
the one-time or "open rate," the most ex-
pensive purchase.
The advertiser following the usual prac-
tice of frequency placement can purchase
a weekday schedule of 12 one-minute an-
nouncements per week for 13 weeks in
these same markets in the "early morning-
KATZ' QUICK ESTIMATOR FOR SPOT
Cost per announcement, based on weekday schedule of 12 one-minute announcements per week for 13 weeks
EARLY
ONE-TIME
MORNING — .
RATE*
LATE
DAY-
MARKETS!
AFTERNOON
= DAYTI M E 3
EVENING i
TIME3
New York
$100.75
$ 66.00
$ 66.00
$ 80.00
Chicago
78.00
55.00
55.00
75.00
Detroit
106.88
106.88
106.88
125.00
Los Angeles
60.00
60.00
60.00
75.00
Cincinnati
64.00
48.00
48.00
80.00
Pittsburgh
57.38
42.00
28.00
60.00
Boston
51.00
40.00
28.00
50.00
Minneapolis-St. Paul
59.00
59.00
53.00
85.00
St. Louis
63.75
63.75
53.13
85.00
Philadelphia
64.13
48.60
32.40
60.00
Total cost for first 10 markets. .
$ 704.89
$ 589.23
$ 530.41
$ 775.00
EARLY
ONE-TIME
MORNING —
RATE*
LATE
DAY-
MARK ETS 1
AFTERNOON
DAYTIME3
EVENING*
TIME3
Yankton, S. D
24.00
24.00
24.00
30.00
Shreveport, La
23.90
23.90
23.90
29.50
Rochester, N. Y
34.20
34.20
34.20
40.00
Portland, Ore
21.00
21.00
21.00
30.00
Houston, Tex
30.00
25.00
15.00
35.00
Richmond, Va
26.40
24.80
12.80
31.00
24.00
18.00
18.00
28.00
25.00
20.00
20.00
22.00
Salt Lake City, Utah
31.45
26.60
26.60
38.00
Syracuse, N. Y
16.20
16.20
16.20
20.00
Total cost for first 50 markets.
$1,935.91
$1,673.85
$1,526.23
$2,238.00
Fort Worth
25.50
25.50
25.50
50.00
San Francisco
45.50
35.00
35.00
50.00
Nashville
43.00
40.00
71.00
50.00
Des Moines
46.00
34.00
17.00
50.00
Atlanta
45.58
37.50
37.50
50.00
Denver
32.30
32.30
32.30
40.00
Louisville
41.63
41.63
41.63
50.00
Dallas
34.40
21.60
21.60
36.00
Milwaukee
44.89
44.89
44.89
52.50
New Orleans
24.00
32.00
16.00
40.00
Total cost for first 20 markets. .
$1,087.69
$ 933.65
$ 872.83
$1,243.50
Montgomery, Ala
11.00
11.00
11.00
15.00
9.00
9.00
9.00
18.00
Youngstown, Ohio
16.50
14.00
14.00
18.50
Knoxville. Tenn
20.63
16.25
16.25
24.00
Toledo, Ohio
19.88
16.00
16.00
20.00
Fargo, N. D
14.03
11.20
16.85
13.20
Columbus, Ohio
23.75
22.50
10.42
25.00
Dayton, Ohio
22.00
19.00
19.00
22.00
Norfolk, Va
16.28
14.96
9.00
17.00
Little Rock, Ark
14.30
12.00
6.00
16.00
Total cost for first 60 markets. .
$2,103.28
$1,819.76
$1,653.75
$2,426.70
Cleveland
17.00
17.00
17.00
30.00
Kansas City
40.00
33.00
23.00
40.00
Buffalo
41.74
38.48
38.48
45.00
Charlotte, N. C
36.00
32.00
24.00
40.00
Baltimore
23.43
20.08
26.78
26.25
Hartford, Conn
47.03
47.03
47.03
55.00
Memphis, Tenn
21.60
21.60
21.60
24.00
Raleigh, N. C
35.25
25.29
25.29
35.00
Omaha, Neb
31.50
28.00
14.00
35.00
Washington
42.00
26.00
26.00
50.00
Total cost for first 30 markets. .
$1,423.24
$1,222.13
$1,136.01
$1,623.75
Spokane, Wash
22.60
16.96
16.96
26.00
Sacramento, Calif
13.50
9.90
8.93
21.00
Amarillo, Tex
12.75
11.00
11.00
15.00
11.80
11.80
11.80
16.50
Miami, Fla
25.00
14.00
14.00
20.00
Bismarck, N. D
11.00
11.00
11.00
15.00
Jackson, Miss
7.50
7.50
7.50
10.00
Albuquerque, N. M
12.00
10.80
10.80
18.00
St. Joseph, Mo
10.83
10.83
10.83
15.00
Tampa, Fla
14.00
10.00
12.00
14.00
Total cost for first 70 markets. .
$2,244.26
$1,933.55
$1,768.57
$2,597.20
Schenectady, N. Y
36.34
36.34
36.34
45.00
16.00
16.00
16.00
20.00
Oklahoma City
29.50
25.00
16.00
33.00
San Antonio, Tex
25.49
17.00
17.00
35.75
Seattle, Wash
22.25
19.50
16.50
30.00
Wheeling, W. Va
24.00
21.00
14.00
35.00
Fort Wayne, Ind
27.75
21.68
21.68
30.00
Indianapolis, Ind
25.00
20.00
14.00
23.00
Cedar Rapids, Iowa
25.75
23.50
15.00
32.00
Tulsa, Okla
24.44
18.00
12.00
27.00
Total cost for first 40 markets. .
$1,679.76
$1,440.36
$1,314.53
$1,934.50
Columbia, S. C
12.75
10.50
6.75
14.00
Fresno, Calif
17.15
13.30
13.30
21.00
Wichita Falls, Tex
11.00
11.00
11.00
12.00
Charleston, W. Va
16.00
15.20
15.20
19.00
Duluth, Minn
12.00
11.25
11.25
15.00
13.60
13.60
13.60
16.00
Bridgeport, Conn
21.88
17.50
10.50
20.00
Akron, Ohio
12.50
10.00
12.00
15.00
11.75
10.00
7.50
15.00
8.78
8.78
8.78
12.00
Total cost for first 80 markets. . $2,381.67 $2,054.68 $1,878.45 $2,756.20
Page 30 • December 16, 1957
Broadcasting
late afternoon" period for only $3,007.34
per announcement, estimated. On this same
frequency basis, the estimated price per an-
nouncement for the "daytime" period would
be $2,641.70 and for "evening" a still lower
estimated cost, $2,428.61.
With the Katz estimator, according to
the firm's Dan Denenholz, vice president in
charge of research-promotion, timebuyers
can judge immediately just how far a radio
campaign budget can travel.
In its grouping of time periods, Katz
set the "early morning-late afternoon" cate-
gory to include 7-9 a.m. as early morning
and 4-6 p.m. as late afternoon. But where
the late afternoon rate differed from early
morning, the resulting rate represents an
averaged figure. The "daytime" category
uses the rate in effect on stations for the
most hours between 9 a.m. and 4 p.m. and
in the evening, the hours between 6-11 p.m.
The method used to rank markets for the
estimator's purposes was to take the largest
daytime weekly circulation available in each
market based on Nielsen Coverage Service
No. 2 as furnished in a special tabulation
made for Katz by A. C. Nielsen Co.
It is pointed out that since rates tabu-
lated are those of the station with the larg-
est daytime weekly circulation in each mar-
ket, these rates tend to reflect in most cases
the highest cost station.
The one-time daytime rate given also is
used as the base for an estimating formula,
a feature of the radio spot estimator. This
formula provides percentages which may be
applied to the one-time rate base to provide
estimates for cost per announcement for
schedules of 24 announcements per week
for 26, 39 and 52 weeks.
Other than the one-time base rates, the
figures reflect multi-spot, saturation and
run-of-station plans and discounts where
they are available, with this exception:
where the plan or discount is offered on
run-of-station, fixed but pre-emptible bases,
the plan discount is not used in the early
morning-late afternoon classification unless
the plan's conditions can be applied clearly
to it. The estimator ignores special weekend
plans.
RADIO CAMPAIGNS IN 150 MARKETS
Cost per announcement, based on weekday schedule of 12 one-minute announcements per week for 13 weeks
EARLY
ONE-TIME
MORNING—
RATE*
LATE
DAY-
MARKETSi
AFTERNOON
2 DAYTIME3
EVENING
TIME3
Kalamazoo, Mich
14.90
14.90
14.90
17.50
Wilmington, Del
10.75
9.50
9.50
12.00
Shenandoah, Iowa
10.00
10.00
5.00
15.00
Pittsburg, Kan
7.80
7.50
7.50
10.20
Grand Rapids, Mich
12.00
9.40
6.00
14.00
Orlando, Fla
10.00
8.00
8.00
9.00
Evansville, Ind
10.00
10.00
10.00
14.00
Sioux Falls, S. D
6.50
6.50
6.50
15.00
South Bend, Ind
13.00
13.00
13.00
15.00
Blytheville, Ark
3.50
3.50
3.50
5.00
Total cost for first 90 markets.
$2,480.12
$2,146.98
$1,962.35
$2,882.90
EARLY
MORNING-
LATE
MARKETSi AFTERNOON -
Binghamton, N. Y 9.96
Bangor, Maine 7.50
Quincy, 111 10.70
Eau Claire, Wis 7.05
Weslaco, Tex 9.35
Utica, N. Y 13.25
Asheville, N. C 7.80
Billings, Mont 8.00
Waterloo, Iowa 8.00
Allentown, Pa 6.75
Total cost for first 130 markets. . $2,848.09
ONE-TIME
RATE*
DAY-
DAYTIME3 EVENING 1 TIME3
8.92
7.50
10.70
9.25
5.00
6.75
7.80
8.00
8.00
6.75
$2,497.47
8.92
7.50
10.70
4.85
5.00
6.75
7.80
11.00
8.00
6.75
$2,288.38
11.25
10.00
13.50
5.00
11.00
15.25
9.75
10.00
15.00
12.00
$3,355.55
Scranton, Pa
10.67
10.67
10.67
15.00
Spartanburg, S. C
11.80
10.60
10.60
12.50
Rock Island, 111
16.00
16.00
12.00
20.00
Portland, Me
8.40
8.40
8.40
12.00
Beaumont, Tex
8.25
8.25
6.60
15.00
Salina, Kan
6.05
6.05
6.05
7.20
Worcester, Mass
18.36
18.36
18.36
24.00
Roanoke, Va
10.50
10.50
10.50
13.00
San Diego, Calif
8.00
7.50
10.50
11.20
Madison, Wis
6.50
5.85
5.85
10.00
Total cost for first 100 markets. .
$2,584.65
$2,249.16
$2,061.88
$3,022.80
New Haven, Conn
10.25
7.50
7.50
12.00
Saginaw, Mich
6.50
6.50
6.50
10.00
Augusta, Ga
7.20
7.20
7.20
10.00
Lubbock, Tex
7.05
6.10
6.10
8.00
Sioux City, Iowa
8.75
8.75
8.75
14.00
Mobile, Ala
7.00
7.00
11.25
10.00
Clarksburg, W. Va
5.75
5.75
5.75
7.50
Peoria, 111
12.50
13.00
9.75
17.50
New Ulm, Minn
5.00
5.00
6.50
Lexington, Neb
8.00
8.00
8.00
11.50
Total cost for first 140 markets. .
$2,926.09
$2,572.27
$2,359.18
$3,462.55
Coffeyville, Kan
6.30
6.30
8.40
9.00
Lansing, Mich
7.65
7.65
7.65
9.00
Alexandria, La
8.00
7.00
7.00
9.00
Jacksonville, Fla
8.50
7.00
7.00
10.00
Macon, Ga
14.50
14.50
9.75
18.00
Harrisonburg, Va
7.65
5.00
5.00
8.00
Greenville, S. C
10.63
10.63
10.63
12.50
Middletown, Ohio
7.50
7.50
7.50
12.00
Huntington, W. Va
9.00
8.40
8.40
12.00
Charleston, S. C
6.85
4.42
4.42
8.00
Fairmont, W. Va
7.20
5.76
9.60
9.00
Boise, Idaho
10.20
4.96
4.96
9.00
Durham, N. C
6.00
6.00
6.00
10.00
Mason City, Iowa
10.70
10.70
10.70
13.50
Canton, Ohio
8.50
8.50
8.50
10.00
Lima, Ohio
9.00
9.00
9.00
12.00
Winston-Salem, N. C
8.50
8.50
8.50
10.00
Monroe, La
6.00
6.00
6.00
7.50
Baton Rouge, La
8.00
8.00
8.00
10.00
La Crosse, Wis
7.20
7.20
7.20
9.00
Total cost for first 1 10 markets
$2,671.28
$2,332.75
$2,146.66
$3,132.30
Total cost for first 150 markets. .
$3,007.34
$2,641.70
$2,428.61
$3,560.55
Grand Island, Neb
10.80
9.60
12.00
Savannah, Ga
8.13
8.13
8.13
12.00
Jamestown, N. D
8.00
8.00
5.60
10.00
Green Bay, Wis
7.92
7.92
7.92
11.00
Johnson City, Tenn
7.50
7.50
7.50
10.00
Chattanooga, Tenn
8.80
8.80
8.80
11.00
Lexington, Ky
6.00
6.00
6.00
8.50
Wilkes-Barre, Pa
9.00
9.00
9.00
10.00
Colby, Kan
10.80
9.60
12.00
Newport News, Va
11.50
11.50
11.50
14.00
Total cost for first 120 markets. .
$2,759.73
$2,418.80
$2,211.11
$3,242.80
* This is the rate used as the base rate (100%) in the estimating
formula.
1 Markets are ranked in order of the largest Daytime Weekly Cir-
culation (NCS No. 2) available in each market.
2 Average of the rates between 7 a.m. and 9 a.m. and between 4
p.m. and 6 p.m.
3 Rate in effect for the most hours between 9 a.m. and 4 p.m.
4 Rate in effect for the most hours between 6 p.m. and 1 1 p.m.
The "market ranking" in the Katz radio spot estimator is not intended
to reflect market size in the conventional sense. Rather, it is based on
the station with the largest daytime weekly circulation in each market,
based on A. C. Nielsen Co. data.
Broadcasting
December 16, 1957 • Page 31
ADVERTISERS & AGENCIES continued
HOW researcher and creator should work together to insure the success of a new tv
program was set forth by these men at a New York symposium staged by Academy of
Tv Arts and Sciences last week. L to r: George Abrams, Revlon Inc.; Arthur Wilkins,
Benton & Bowles; Donald W . Coyle, ABC-TV; Hendrick Booraem, Ogilvy, Benson &
Mather, and Dr. Ernest Dichter, Institute for Motivational Research.
Research, Creativity
Both Needed, AT AS Told
• How to pick right tv show
• Takes cooperation, say experts
How does an advertiser and his agency
pick a winner in a program before it is
slated to go on the air and, once it is on
the air, how does it stay a winner? Ac-
cording to a number of industry executives
— representing advertiser, agency, network
and research — program research by itself
is part of the answer but alone it won't
suffice. To predict a show's success accu-
rately, the researchers must work hand-in-
hand with the creators of new tv programs.
This point was stressed Tuesday evening
in New York as the Academy of Television
Arts and Sciences (New York chapter)
staged a symposium on the vital topic of re-
search and creativity at ABC-TV's execu-
tive headquarters.
Moderating the panel discussion was ABC-
TV's research-sales development vice presi-
dent, Donald W. Coyle, and participating
were George Abrams, advertising vice presi-
dent, Revlon Inc.; Hendrick Booraem, tv-
radio vice president, Oglivy, Benson &
Mather; Dr. Arthur Wilkins, creative re-
search director, Benton & Bowles, and Dr.
Ernest Dichter, president, institute for
Motivational Research.
Mr. Coyle noted that researchers and
creators do not necessarily have conflicting
interests. Rather, researchers can help the
creators by pointing out to them certain
areas of audience receptivity. At the same
time, the researchers would be helpless with-
out having something to research, ergo, the
place of the creator, he said.
This is how the panelists felt:
• George Abrams: Even experts can be
fallible. He cited some notable "sleepers"
among tv programs that have turned out
to be "blockbusters"; for example, ABC-
TV's Maverick. A distinct "rating history,"
he felt, helps the sponsor. "When the cre-
ative approach is applied to a successful
rating history," he contended, "the result
is successful programming." As to the foibles
of ratings in television, Mr. Abrams added,
"people tend to forget that tv is a new me-
dium" that must grope its way into ma-
turity.
• Hank Booraem: There are two ways
of researching a program — (a) by counting
noses and (b) by using the qualitative
method. The former method is that of the
rating services, the later that of the motiva-
tional researchers and "subject to more
arguments." Creative people, Mr. Booraem
felt, resent "half-digested" research statis-
tics. Qualitative research is needed for the
sake of believability. It is axiomatic, he
went on, that when ratings are high, ad-
vance research was good, and vice versa.
Yet, without the advance research, the show
still goes on.
• Arthur Wilkins: He agreed in part with
Mr. Booraem, but defended research's im-
portance by saying that it "weeded out" the
negative factors, the "waste" of program-
ming. Both researcher and creator, he im-
plied, have vested interests. The researcher,
working for the advertiser, must make sure
that the advertiser will be popular with his
audience. On the other hand, the artist or
creator is thinking in one term only: Will
the show be a good one? Nonetheless, the
economics of the tv business dictates that
the creative man is subject to a set of
standards that determine what will and what
will not sell.
• Ernest Dichter: He reiterated Mr.
Abrams' contention that an agency views
research as being necessary to predict suc-
cess and if success is lacking, "why?" An-
other way in which research can play a
more important role than it has to date
is in probing the psychology of the viewer.
Since the sputnik, Dr. Dichter opined, "peo-
ple need to feel that they can justify watch-
ing television. They have guilt feelings about
not doing enough to alter world conditions
and future tv shows must absolve this guilt
... by giving their audiences a sense of
participation in the world about them . . .
while being entertained."
Donneson Emphasizes Growth
Of Negro, Latin Audiences
Agency timebuyers were urged Tuesday
to consider radio stations which program for
the Negro audience, the Spanish-speaking
people and other foreign language groups
in their media plans.
According to Selvin Donneson, sales man-
ager of WWRL New York, growth of the
Negro market has been rapid in urban areas
since the end of World War II. In a talk
before the Radio & Television Executives
Society timebuying and selling seminar in
New York, he traced via statistics the
marked expansion of the Negro market in
such cities as New York, Chicago, Detroit,
Philadelphia, Washington, Baltimore and
Los Angeles.
He noted, for example, that in numbers
alone, the Negro and Spanish-speaking
populace in metropolitan New York is
greater than the combined populations of
New Orleans, Pittsburgh, San Francisco
and Denver. The birth rate is up and the
median age of both groups quite young
(about 22 for Puerto Ricans and about 25
for Negroes); thus, he asserted, the groups
are at their "peak earning power" and will
be for some years ahead.
The tenor of his detailed analysis of these
expanding markets: Is the advertiser miss-
ing a direct route to penetrate the area of
potential customers for his product by by-
passing or otherwise failing to make use
of specialty stations?
At tomorrow's (Tuesday) seminar ses-
sion, Benton & Bowles' Executive Vice
President Brown Bolte is slated to speak
on "Why Clients Seem Peculiar" — a topic
that will cover client relationships, sales
and distribution problems and other mat-
ters bearing on an advertising campaign.
The seminar's "first semester" ends tomor-
row and the second part picks up Jan. 7.
Beirn, Ruthrauff Resign
As Senior V. P.'s at EWR&R
F. Kenneth Beirn and F. Bourne Ruth-
rauff, both senior vice presidents of Erwin
Wasey, Ruthrauff & Ryan, New York, have
resigned, it was announced last week by
David B. Williams, president of the agency.
Mr. Williams had "no comment" to make
on reasons for the resignation of the two
key men in the organization, other than "to
wish them well."
Mr. Beirn had been senior vice president
of the agency since its merger several
months ago. Prior to that he was president
of Ruthrauff & Ryan. Mr. Ruthrauff was
a vice president of Ruthrauff & Ryan. Mr.
Beirn prior to joining Ruthrauff & Ryan was
president of Biow Co., which later became
Biow-Biern-Toigo and is now defunct.
Mr. Ruthrauff's comment following his
resignation last week:
"When we first merged I was most de-
lighted with the Williamses. But running
agencies is like running banks, some do it
one way and some another. The Williamses
planned to run the agency one way and I
another. I wish them success, but I dis-
agree with their way and have resigned."
(Howard D. Williams is chairman of
EWR&R's finance committee.)
Page 32 • December 16, 1957
Broadcasting
3>
in the U.S. there are approximately
15 MILLION TEENAGERS
25 MILLION IN THEIR TWENTIES
30 MILLION IN THEIR THIRTIES
35 MILLION IN THEIR FORTIES
37 MILLION OVER FORTY
Ad Evety
The.Bartell Group concept of family radio has, through
ten years of sampling, demonstrated that a general
audience can be kept intact by a continuous program
service of broad acceptance. .
No audience fragmentation by programming to special
groups.
Result: advertisers always reach buyers.
Highlighting the success of family radio is the clear
rating dominance of Bartell Group stations.
1-850 in BiRminGHnm-1 UbhAI j
1 1—1340 In BTinniB— *
AMERICA'S FIRST RADIO FAMILY SERVING 10 MILLION BUYERS
Sold Nationally by ADAM YOUNG, Inc. for WOKY The KATZ Agency
Broadcasting
December 16, 1957 • Page 33
twelfth in a scries of 12 ads based on the signs of
TALENTED
. . . and twelve months
out of every year
stations under the sign
of MEEKER
benefit by:
TALENTED touch of
"personalized selling."
We firmly believe the individual
station profits from the
extra sales effort available to a short list
of sound stations.
With competition becoming more intense
each salesman must know
and have time
to sell each station.
personalized
selling
of a
limited list
the meeker company, inc.
radio and television station representatives
new york Chicago san f rancisco los angeles Philadelphia
Page 34 • December 16, 1957
Broadcasting
ADVERTISERS & AGENCIES continued
Rorabaugh May Continue
PIB Network Tv Reports
There may be a second "successor" to
the Publishers Information Bureau's month-
ly tv network billings reports.
N. C. Rorabaugh Co., which compiles
tv spot spending figures for Television
Bureau of Advertising, is exploring plans
for an "inexpensive" report virtually dupli-
cating PIB's. The latter is being dropped at
the end of this month.
The new Rorabaugh project would be in
addition to the more elaborate report al-
ready announced by Leading National Ad-
vertisers, which compiled PIB's figures, and
Broadcast Advertisers Reports [At Dead-
line, Dec. 2, Nov. 11].
N. C. Rorabaugh confirmed last week
that he had approached the three national
tv networks with his plan. It calls for
the networks to give him monthly figures
on gross billings by advertiser. He would
compile them into monthly reports which
would be offered for sale to agencies but
supplied free to the networks in return for
their cooperation.
He made clear that no definite agreement
has emerged yet from his talks with the
networks and that their cooperation in
furnishing figures is necessary if the ven-
ture is to succeed.
He said he felt there is a need for an
"inexpensive" report similar to PIB's. Many
agencies, he said, need that type of informa-
tion but do not need the more extensive de-
tails contemplated in the LNA-BAR service.
He estimated his service, if it materializes,
would cost an agency about $600 a year.
By comparison, cost of the LNA-BAR serv-
ice ranges from $1,000 a year for agencies
billing less than $1 million, to $6,000 a
year for those billing over $60 million.
Mr. Rorabaugh said his plan called for
the networks to submit their monthly fig-
ures through TvB, not to him as a private
businessman. TvB then would retain him
to prepare a monthly report for the Tele-
vision Bureau, a la the quarterly reports he
prepares on spot tv.
Mr. Rorabaugh said the report he en-
visions would be practically the same as
PIB's, but with some refinements (listing of
stations by call letters and cities, rather than
by code, for example).
'Installment' Tv Programs Get
Good Ratings, Audience — Nielsen
How well do network "installment tv"
programs fare in terms of ratings and audi-
ence share?
Results of two case histories compiled by
A. C. Nielsen Co. show that plays written
specifically for installment presentation have
served as audience-builders as distinguished
from those wherein a novel is adapted full-
scale to tv and presented by installments out
of necessity.
The market research firm cited CBS-TV's
Studio One drama, "The Defender," tele-
vised in two parts last March. The court-
room case drew a 25 rating and 37% audi-
ence share the first week and a 31 and 43%
the second week, while subsequent broad-
casts (two-week Nielsen Television Index
averages of Studio One) garnered a 26 and
37%.
Nielsen also cited three weekly install-
ments of "I Killed the Count" on the same
network's Alfred Hitchcock Presents last
spring. The results: first chapter, a 36 and
54% audience share; second, 37 and 55%;
third, 42 and 60%, and subsequent telecasts
(again two-week NTI averages) a 31 and
49%.
"Any tv programming device which helps
to build ratings from an already high level
of 36% progressively up to 42% is worth
looking into, especially when share against
competition jumps from 50% to 60%," the
December Nielsen Newscast points out.
Where
There's
Life ...
An all-night recording
session in stereophonic
sound — that was the pace
set by D'Arcy Adv. Co.
and its client, Anheuser-
Busch, for production of
the new 1958 Budweiser
radio-tv commercials at
Universal Recording Stu-
dios, Chicago.
Stereophonic sound tapes
were utilized for the first
time at the session which
started at 7 p.m. one Fri-
day and ended at 7 a.m.
Saturday. Bob Johnson,
head of D'Arcy's creative
radio-tv department, re-
corded seven one-minute,
five 20-second and four 10-
second musical spots which
he wrote and produced,
Stop-watching the record-
ing crew during the 14-
hour session.
For the commercials,
Mr. Johnson used a 17-
man group and five vocal-
ists. Russ Davis, KSD-
AM-TV St. Louis, was ar-
ranger and musical direc-
tor; Frank Babcock,
WGN-TV Chicago, han-
dled the announcing.
The Budweiser "Where
there's life" spots were
among the top radio com-
mercials selected by the
Radio Advertising Bureau
for both 1956 and 1957.
The 1958 commercials
will concentrate on various
jazz tempos, featuring in-
strumental and full vocals
as distinguished from the
22 variations this past year
from slow waltz to country
and calypso.
When finally set for
spot radio use, the com-
mercials are expected to
represent well over the
present outlay of $2.5 mil-
lion in overall billings dur-
ing 1958. (The current
campaign is running on
300 stations in 178 mar-
kets.) Anheuser-Busch has
earmarked over $12 mil-
lion for total advertising
next year, with "contin-
ued widespread use of spot
radio and television" —
probably well over $4 mil-
lion by the year's end [At
Deadline, Oct. 7].
Next year's Budweiser
schedule calls for new live-
action commercials as well
as animations and special
package promotion spots
in tv to which recorded
sound will be added. Live
action shots will be han-
dled by MPO Television
Films, N. Y., animations
by Sherman Glas Produc-
tions, Hollywood.
The entire radio-tv cam-
paign will be integrated, as
in the past, with print
media and posters, through
D'Arcy, with Harry W.
Chesley Jr., D'Arcy presi-
dent, supervising the ac-
count and John C. Ma-
checa as account execu-
tive. D'Arcy also plans to
record "Where there's life"
music with tailored Cali-
fornia lyrics for use at
Anheuser-Busch's annual
convention on the West
Coast in January.
Broadcasting
December 16, 1957 • Page 35
ADVERTISERS & AGENCIES continued
BUSINESS BRIEFLY who;s buying what, where
DIVERSIFIED DEBUT • Diversified Drug
Assoc., Newark, through Dunnan & Jeff-
rey, that city, planning major spot tv cam-
paign in 70 markets starting late January
to introduce new Tintstik hair cosmetic.
Firm has budgeted $5 million for first two
years for tv spot, currently is accepting bids
on filming of commercials. Initial one-
minute film was produced by Vidicam Pro-
ductions, N. Y.
IN THE HOOP • Bristol-Myers Co. (Vi-
talis) and Carter Products Inc. (Rise instant
shave), both N. Y., signed last week as
first advertisers in NBC-TV's 1957-58 tele-
casts of Saturday afternoon professional
basketball games (National Basketball Assn.
contests). This is second-year association
for both with NBA series. Bristol-Myers
is sponsoring first two games and one-quar-
ter of games on alternate weeks starting
Jan. 4; Carter, one-quarter of three tele-
casts (Feb. 8, March 8 and 22). First game
was Saturday. Agencies: Doherty, Clifford,
Steers & Shenfield (Vitalis), and Sullivan,
Stauffer, Colwell & Bayles (Rise), both N. Y.
RENEWAL PLUS • Gerber Products Co.
(baby foods), Fremont, Mich., has renewed
its sponsorship of Captain Kangaroo on
CBS-TV (Mon.-Fri. 8-8:45 a.m.) for 52
weeks and doubled its participation in pro-
gram. According to network, Gerber's action
was stimulated by exceptional results from
national premium offer. Agency: DArcy
Adv., N. Y.
STANDARD BUY • Standard Oil Co. (In-
diana) has increased its sports tv schedule
with purchase of half-sponsorship of Big
Ten basketball games on about 25 tv sta-
tions wired by Sports Network Inc. under
broadcast budget now running at about $5
million. Petroleum company maintains fairly
complete sports coverage (including pro
hockey and football) in radio or tv, sup-
plemented by standard weather-news shows
and syndicated film strips in several mar-
kets as regional advertiser (in addition to
annual All Star-Pro football classic on
ABC-TV).
IT&T LINE • International Telephone &
Telegraph Corp., N. Y., in its first use of
network television, has signed to sponsor
"The Lady From Philadelphia: Through
Asia with Marian Anderson" on CBS-TV's
See It Now Monday Dec. 30 (10-11 p.m.).
Special film program will tell of Miss An-
derson's experiences on her recent 40,000
mile tour through seven countries in south-
east Asia. IT&T agency is J. M. Mathes
Inc., N. Y.
ORDER INCREASE • Mutual announced
last week that Colgate-Palmolive Co., N. Y.,
which had contracted for year-long schedule
on network to start Jan. 2 [Lead Story,
Dec. 2], has increased order by 33%. Col-
gate originally had signed for 390 five-
minute sportscasts on weekday mornings
for 52 weeks to advertise its men's shaving
creams and toiletries and its toothpaste
products, but order now is for 520 five-
minute programs.
FORGING AHEAD • Isodine Pharmacal
Corp., subsidiary of International Latex,
N. Y., says it is moving ahead with a "pow-
erful spot tv program in major markets" for
its two sore throat preparations, Isodine
gargle and Isodettes (antibiotic lozenge).
Tv spot campaign, now underway, is aimed
for cold season and will employ a total of
5,800 spots per week, all of which are part
of International Latex Corp. tv barter deal
with C&C Television Corp. Under that deal
(made two summers ago), C&C pledged to
deliver 10 announcements (minutes and 20-
seconds) daily for seven days a week on 100
PRINCIPALS in the saturation deal
that made Bristol-Myers Co., New
York, the largest drug advertiser on
NBC Radio are (1 to r) Matthew J.
Culligan, vice president in charge of
the NBC Radio Network; Donald S.
Frost, director of advertising, Bristol-
Myers Products Div.; Lee Bristol Jr.,
director of public relations for the
division, and William K. McDaniel,
vice president of NBC Radio Network
sales. The 52-week schedule, placed
for Trushay hand lotion by BBDO,
starts Jan. 6. It calls for 460 one-
minute and 459 half-minute an-
nouncements on various network pro-
grams.
stations over a five-year period. In return.
Latex reportedly agreed to pay C&C about
$20 million. Reach, McClinton & Co., N.
Y., is agency.
MILESTONE NEWS • Metropolitan Life
Insurance Co., N. Y., Jan. 1 enters its 11th
year of sponsorship of David Vaile News
(Mon.-Fri 8:15-8:30 a.m. PST) on CRPN.
Young & Rubicam, N. Y., placed 52-week
renewal.
IN THE RUNNING • Union Oil Co., Los
Angeles, through Young & Rubicam, will
sponsor 11 feature races from Santa Anita
over KNXT Los Angeles and 15 CTPN
stations. Races will be seen each Saturday
afternoon from Dec. 28 through Mar. 8,
1958.
o
LORCAST
The Next 10 Days
Of Network Color Shows
(All times EST)
CBS-TV
Dec. 17, 24 (9:30-10 p.m.) Red Skel-
ton Show, S. C. Johnson & Son
through Foote, Cone & Belding and
Pet Milk through Gardner Adv.
Dec. 20 (7:30-9 p.m.) Du Pont Show
of the Month, Du Pont through
BBDO.
Dec. 23 (10-11 p.m.) High Adven-
ture with Lowell Thomas, Delco Div.
of General Motors through Campbell-
Ewald.
NBC-TV
Dec. 16-20, 23-25 (1:30-2:30 p.m.)
Howard Miller Show, participating
sponsors.
Dec. 17-20, 24, 25 (3-4 p.m.) Matinee
Theatre, participating sponsors.
Dec. 16, 23 (7:30-8 p.m.) The Price
Is Right, RCA Victor through Ken-
yon & Eckhardt and Speidel through
Norman, Craig & Kummel.
Dec. 17 (8-9 p.m.) George Gobel-
Eddie Fisher Show, RCA-Whirlpool
through Kenyon & Eckhardt and
Liggett & Myers through McCann-
Erickson.
Dec. 18, 25 (9-10 p.m.) Kraft Tele-
vision Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
Dec. 19 (7:30-8 p.m.) Tic Tac Dough,
RCA Victor through Kenyon &
Eckhardt and Warner-Lambert
through Lennen & Newell.
Dec. 19 (10-10:30 p.m.) Lux Show
starring Rosemary Clooney, Lever
Bros, through J. Walter Thompson
Co.
Dec. 21 (8-9 p.m.) Perry Como Show,
participating sponsors.
Dec. 21 (10:30-11 p.m.) Your Hit
Parade, Toni through North and
American Tobacco Co. through
BBDO.
Dec. 22 (2:30-4 p.m.) Assignment
Southeast Asia, sustaining.
Dec. 22 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Dec. 22 (9-10 p.m.) Dinah Shore
Chevy Show, Chevrolet through
Campbell-Ewald.
Dec. 24 (8-9 p.m.) Eddie Fisher-
George Gobel Show, RCA-Whirlpool
through Kenyon & Eckhardt and Lig-
gett & Myers through McCann-Erick-
son.
Page 36 • December 16, 1957
Broadcasting
Their Products Vary
American Tobacco Company
B. T. Babbitt, Inc.
Beech-Nut Life Savers, Inc.
Campbell Soup Company
Chrysler Corporation
Curtis Publishing Company
Empire State Pickling Company
Ford Motor Company
General Cigar Company
General Foods Corp.
General Mills, Inc.
General Motors Corp.
Genessee Brewing Company, Inc.
Thomas Leeming & Co., Inc.
Lever Brothers Company
Liggett & Myers Tobacco Company
P. Lorillard Company
C. F. Mueller Company
National Carbon Company
New York Telephone Company
R. J. Reynolds Tobacco Company
Salada Tea Company, Inc.
Sinclair Refining Company
Standard Brands, Inc.
Sterling Drug, Inc.
The Texas Company
Tidewater Oil Company
...But they all use the Big Four
to sell Rich Upstate New York!
These companies want the best advertising buy avail-
able. And they get it in Upstate New York with the
Big Four Radio Stations. They— and others more
varied yet— are blanketing 88% of this area with effec-
tive selling messages . . . delivered economically and
conveniently on the Big Four.
You can do the same!
Alfred Politz Research, Inc. has produced a thorough
analysis of this strategic market— 52 counties with a
population of 3'/2 million adults. A tremendous buy
for numbers alone, the Big Four stations also stand
out by the extraordinary listener-respect they have
earned . . . the audience hears and heeds.
Documentation of the power and impact of the Big
Four is available to advertisers and their agencies in
a quick, revealing presentation. Just make a date with
any Christal office.
The Big Four is the Big Buy
WBEN • WHAM • WGY • WSYR
BUFFALO ROCHESTER SCHENECTADY SYRACUSE
Represented Nationally by
HENRY I. CHRISTAL CO. INC.
NEW YORK • CHICAGO • DETROIT . BOSTON • SAN FRANCISCO • ATLANTA
HERE'S WHAT TYPICAL BUDGETS
WILL BUY ON THE BIG FOUR STATIONS
$18,000 15 one-minute selling messages weekly for 10
weeks.
$38,000 . . . 15 one-minute and 10 twenty-second announce-
ments weekly for IS weeks.
$54,000 . . • 30 one-minute announcements weekly for 20
weeks.
$85,000 . . . 5 quarter-hour newscasts weekly, including oil
costs, for 52 weeks.
Broadcasting
December 16, 1957 • Page 37
ADVERTISERS & AGENCIES continued
THE old and the new were features of
a junket for New York agency executives
hosted by WSAZ Inc. (WSAZ-AM-TV
Huntington, W. Va.). Arriving in Charles-
ton, W. Va., the 28 junketeers took a
bus tour through the industrial area of
South Charleston, saw a closed-circuit
broadcast covering WSAZ-TV facilities
and programming, and toured the sta-
tion's studios.
The junket also got a touch of the
past with a steamboat trip up and down
the Ohio and a tour of the Blenko Glass
factory, where the visitors saw workers
practicing the age-old art of glassblow-
ing. Social sidelights were a country club
luncheon and a dinner at the home of
Lawrence H. (Bud) Rogers II, president
of WSAZ Inc.
On the Dec. 6 tour were (1 to r)
C. Tom Garten, commercial manager of
WSAZ-TV; Jack Williams, station mer-
chandising manager; George A. Green-
wood, WSAZ-TV promotion director;
Charles Buccieri, Ted Bates; Tom Comer-
ford, Young & Rubicam; Paul Reardon,
Ted Bates; Ann Janowicz, Ogilvy, Ben-
son & Mather; Jane Podester, McCann-
Erickson; Mr. Rogers; Leonard Soglio,
Ted Bates; Lorraine Ruggiero, Y&R;
M. T. Membrado, The Katz Agency, sta-
tion representative; Marie Mooney, Y&R;
Joan Stark, Grey Adv.; Frank Silvernail,
BBDO; Kay Brown, Y&R; Ray Jones.
Y&R; Scott Donahue, Katz; Elenor Scan-
Ion, BBDO; Ed Kirschner, Ted Bates;
Jackie Moore, BBDO; Robert E. White,
WSAZ-TV local sales manager; Gertrude
Scanlon, BBDO; Russell Young, Y&R,
and Ned Gayster, Ted Bates. Missing
when the picture was taken were Dorothy
Houghey, Grey Adv., and O. T. Black-
well of The Katz Agency.
Movie Groups Plan to Buy
$750,000 in Radio Time
Radio advertising, which was tasted this
past summer in a joint campaign by Mo-
tion Picture Assn. of America and Theatre
Owners of America, will account for roughly
25% of the two associations' first institu-
tional advertising budget during 1958, it was
learned last week.
Though a formal budget remains to be
worked out, officials of the advertising and
publicity committee representing both
MPAA and TOA last week met in New York
to discuss a possible $3 million ad budget to
promote its recently-implemented institu-
tional theme: "Get More Out of Life — Go
Out to a Movie!" It is understood that while
radio will probably get approximately
$750,000, television advertising for the time
being is not being considered. However,
MPAA-TOA officials declare that it, too,
may share in the $3 million plum.
Interestingly, the radio allocation owes
little to the eight-week tests in Rochester, N.
Y., and Denver [Advertisers & Agencies,
July 8], since, to quote one MPAA official,
"They didn't exactly start a stampede in
the direction of the box office." However,
Paul Lazarus Jr., advertising vice president
of Columbia Pictures Corp. and chairman of
the joint MPAA-TOA advertising-publicity
committee, declared that the facts gathered
during the tests [Advertisers & Agencies,
Nov. 4] were "of minor benefit."
HOW PEOPLE SPEND THEIR TIME
There were 123,717,000 people in the U. S. over 12 years of age during the week
Dec. 1-7. This is how they spent their time:
70.3% (86,973,000) spent 1,976.2 million hours watching television
57.1% (70,642,000) spent 982.6 million hours listening to radio
80.9% (100,087,000) spent 408.6 million hours reading newspapbrs
30.4% (37,610,000) spent 178.2 million hours reading magazines
26.2% (32,414,000) spent 389.7 million hours watching movies on tv
26.4% (32,662,000) spent 120.8 million hours attending movies *
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
• All figures are average dally tabulations for the week with exception of the "attending
movies" category which Is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
SINDLINGER'S SET COUNT: As of Dec. 1, Sindlinger data shows: (1) 105,903,000
people over 12 years of age see tv (85.7% of the people in that age group);
(2) 40,908,000 U. S. households with tv; (3) 44,959,000 tv sets in use in U. S.
Page 38
December 16, 1957
CBS Radio Sales to Four
Bring $1.9 Million Gross
New business and renewals amounting to
$1.9 million gross were signed by CBS
Radio during the past week, according to an
announcement today (Monday) by John
Karol, network sales vice president.
Bristol-Myers Co., New York, through
Doherty, Clifford, Steers & Shenfield, New
York, has bought six 7 Yi -minute units of
daytime dramas weekly for 52 weeks,
starting Jan. 2, and through Young &
Rubicam, New York, the company has
purchased six 5 minute newscasts weekly
for three weeks, starting last Saturday.
Milner Products Co. (household cleansers
and other products), Jackson, Miss., through
Gordon Best Co., Chicago, has bought five
IV2 -minute units of daytime dramas for 52
weeks, starting Jan. 6. Other advertisers
signed are Cowles Magazines, through Mc-
Cann-Erickson, New York for two 5-minute
"Impact" segments later this month, and
The White House Co., Harrison, N.J. (mail
order records), for 35 minutes of Great
Moments in Music yesterday (Sunday).
Three Named at Bristol-Myers
Election of Lee H. Bristol Sr., president
of the Bristol-Myers Co., New York, as
board chairman of
the company was an-
nounced last week
by Henry P. Bristol,
former chairman,
who continues as
chairman of the ex-
ecutive committee.
Frederic N.
Schwartz, president
of Bristol Labs, a
subsidiary, was
- 1 .^\mmmM elected president of
tEE bristch SR. the parent company,
succeeding Lee Bristol, and Robert B.
Brown, president of the Bristol-Myers
Product Div., was appointed executive vice
president of the parent organization.
Broadcasting
In delivering DOWN TO EARTH understanding . . .
of what audiences want . . . how to move products
for advertisers . . . how to lead communities for the
benefit of the people who live in them.
Representatives: WTRY
John Blair & Co.
WAVZ
National: Hollingbery Co.
New England: Kettell-Carter
wtmYwavz
ALBANY • TROY • SCHENECTADY, N.Y. • NEW HAVEN, CONN
Da niel W. Kops, President * Richard J. Monahan, Vice President and National Advertising Manager
Broadcasting
December 16, 1957 • Page 39
Mark this market
on your list!
CENTRAL AND SOUTHERN ALABAMA is big. It s rich. It's
important to you because it is the home of more
than 1,000,000 people — one-third of Alabama's
population and retail sales!
You reach Central and Southern Alabama only-
through WSFA-TV. You cannot cover it with any
other TV station or combination of stations!
Mark Central and Southern Alabama on your list
. . . and buy it with WSFA-TV!
The WKY Television System, Inc.
WKY-TV and WKY Oklahoma City
WTVT Tampa-St. Petersburg
Represented by the Katz Agency
WSFA-TV's 35 Alabama counties*
Population 1,093,1
Retail Sales $ 741,637,(
Food Store Sales $ 184,927,1
Drug Store Sales $ 21, 859, (
Effective Buying Income $1 ,062,690,!
* Does not include 3 Georgia and 3 Florida bonus counties
Source: Sales Management Survey of Buying Pen
May 1957.
WS FA-TV
ALABAMA
NETWORKS
WILL THE LONG LINES BE READY?
• It depends. That's AT&T's position on DST problem
• Outlook is for some shortages when summer snarl hits
Officials said last week it was "doubtful"
that American Telephone & Telegraph Co.
would be able to satisfy the precise wishes
of all its long-lines customers during next
year's Daylight Saving Time months.
The question had been brought to the
forefront by negotiations of a group of
NBC-TV affiliates with AT&T. The tele-
phone company originally had indicated it
lacked enough circuits to carry videotaped
delayed programming to certain east and
midwest affiliates who will remain on Stand-
ard Time [Stations, Nov. 25, et seq.]. But
after a final meeting two weeks ago the
stations said they were assured that AT&T
would use "new microwave techniques" to
provide the service [Networks, Dec. 9].
Although this trouble spot appeared to be
cleared up, AT&T indicated that others
might develop. But the company pointed
out that the exact situation cannot be known
until Jan. 27, deadline for networks and
other customers to file their firm require-
ments for the summer. DST starts at the
end of April.
In an effort to clarify the situation as
much as possible, Broadcasting and AT&T
developed the following question-and-answer
interview with James E. Dingman, director
of operations, Long Lines Dept. of AT&T:
"Is it true that AT&T will not
have enough facilities to meet the
requirements of network broadcast-
ing companies next summer?"
"I don't like to give yes' or 'no' an-
swers, as it's not that simple. First, let me
state the problem:
"When the nation is on Standard Time,
we are able to meet the needs of the major
network broadcasters as well as other cus-
tomers. During the summer months, some
cities within states and some states go to
Daylight Saving Time — some do not.
"It is this mixture within an area that
creates the biggest problem for the local
stations, the network broadcaster and ulti-
mately the telephone company.
"The fact that some cities in a given
area do not change to Daylight Saving Time
means that live programs may arrive at
these cities at a time that is inconvenient
for the local station from a commercial
point of view. In other words, the local sta-
tion air time for a popular network show
usually occurs too early for what the spon-
sor considers good audience potential."
"How can this be overcome?"
"To overcome it, as you know, the broad-
casters have proposed recording and re-
broadcasting the program at the desired
time. This is the way it works:
"At 8 o'clock Daylight Saving Time, Sta-
tion A is broadcasting a live program re-
ceived from New York. At Station B in an
adjacent city it's only 7 o'clock (still Stand-
Page 42 • December 16, 1957
ard Time), which B considers too early for
the network show. B then airs a local show
while the network program is recorded in,
say, Chicago. During the next hour, Station
A gets another live program and B broad-
casts the recorded program transmitted from
Chicago.
"In order to carry out this plan, how-
ever, the broadcaster needs two channels
going into the same general area at the
same time — one for the recorded program
and one for the live programs."
"This means a doubling of facil-
ities?"
"That's right. It means that the telephone
company would have to furnish duplicate
facilities on the big backbone routes."
"The local channels are not af-
fected?"
"No, because the station is only able to
receive and broadcast one program at a
time."
"Does the telephone company
have enough facilities to furnish
channels for dual operation?"
"Much depends on where the dual opera-
tion is desired. Our network, which is de-
signed to give us great flexibility, permits
us to meet many complex broadcasting re-
quirements. In some sections, however, we
would not immediately be able to double
the number of circuits in use."
"Do you know where you are go-
ing to have shortages?"
the networks and our other customers have
until Jan. 27, 1958, to put their firm re-
quirements into our hands. Once we study
and process these we'll know where we
stand.
"Then, too. we have been looking at the
results of an intensive study of facilities
that we were engaged in for some time.'"
"What sort of study?"
"We have tried to visualize what the
maximum customer requirements may be
and to what extent channels will be avail-
able to meet these requirements. The next
step is to shape plans to overcome whatever
shortages develop."
"Are you going to be able to give
everybody everything he wants dur-
ing next year's DST months?"
"Based on the information we now have,
it's doubtful it will be physically possible to
come up with precisely what everyone would
like to have by April of 1958. We are hard
at work, however, and we'll be doing our
level best to meet whatever requirements
arise."
"What shortages for 1958 are you
aware of now?"
"As far as playbacks are concerned, we
know we'll need additional channels for the
Midwest — mainly the Ohio Valley — and
along some sections of the transcontinental
route. Again, though, much depends on the
final requirements of the regular networks
and our other customers. And much de-
pends, too, on any changes in time settings
enacted by local governments."
"Not precisely, and for two reasons. First, "Don't your plans include the
AS the Voice of Firestone turned 30, New Yorkers turned out for the anniversary
party. Harvey Firestone Jr. (2nd from left), chairman of the board of Firestone Tire
& Rubber Co., accepts congratulations from (1 to r) Edward J. Noble, member of
the board of American Broadcasting-Paramount Theatres; Metropolitan Opera star
Rise Stevens, hostess at the party, and Leonard H. Goldenson, president of AB-PT.
The Voice, now seen on ABC-TV, was on both radio and tv until this year.
Broadcasting
IS
PHILADELPHIA'S
FIRST
ION
TO PROGRAM
ITS
ENTERTAINERS
DAYS
I
WEEK
ANOTHER FIRST
FOR PHILADELPHIA'S
* FIRST STATION
YOU CAN BUY THESE PERSONALITIES MONDAY THRU SUNDAY
Jack O'Reilly
5:00—9:00 A.M.
Monday thru Saturday
6:00—8:00 A.M.
Sundays
Red Benson
10:00 A.M. — 1:00 P.M.
Monday thru Sunday
Mac McGuire
1:00—3:00 P.M.
Monday thru Saturday
1:00—7:00 P.M.
Sundays
Frank Ford
11:00 P.M. — 2:00 A.M.
Monday thru Sunday
* March thru October
REPRESENTED NATIONALLY BY GILL PERNA, INC. New York, Chicago, Los Angeles, San Francisco, Boston
Broadcasting
December 16, 1957 • Page
THAT W
This year, KFAB-Omaha made the switch to a full-time NBC Radio Network affiliate.
The story of kfab's progress since its new association with NBC Radio— and kfab's
coordination of its local programming with the network's — should prove enlightening
and profitable to everyone connected with radio station ownership and management.
kfab General Manager Lyell Bremser reports:
• "In our present fiscal year, local spot announcements are running 89% ahead of
the same period in 1956.
• "KFAB ratings are up a hefty 23% in all key time periods.
• "KFAB is enjoying new prestige in the community through its affiliation with the
NBC Radio Network.
• "KFAB audiences have changed. Pulse shows that 90% of today's KFAB audiences
are adults -with adult buying power. And KFAB advertisers are reaping the benefits.
"The Division Manager of Skelly Oil says, 'I am convinced that KFAB's new program
structure attracts a quality audience ... an audience that will buy our merchandise.'
"The Advertising Manager of Kilpatrick's Department Store states, 'KFAB has the
kind of audience— the adult audience— Kilpatrick's wants to reach.'
"And from the General Manager of Mid-America Appliance Corp., 'KFAB, with a
good balance of strong local programming and NBC Network programming, makes
an easy- to -listen-to selling program format during the entire day.'"
These kfab successes are typical of what happens when a station programs local
adult-appeal attractions phased in with the vast entertainment, news and service
features of the . . .
RADIO STATION
KFAB
:
OMAHA, NEBRASKA
RADIO NETWORK
NETWORKS continued
building of new facilities and, if so,
how long will it take?"
"As I said earlier, it's too early to make
a flat statement as to what can or cannot
be done for 1958. If the networks stick to
the idea of dual operation and if new con-
struction is necessary, as we now believe,
we may be able to complete some con-
struction by mid-summer and possibly ear-
lier in some sections.
"As far as 1959 is concerned, let me
reiterate that we wouldn't need any new
construction in some sections if all areas
switched to Daylight Saving Time. On the
other hand, if we have the same local time
mixture in 1959 that we have in 1958, we
should be able to complete whatever new
construction is needed to meet requirements.
As a matter of fact, we're planning to add
15,000 miles of channels to our tv network
by the spring of 1959."
"With regard to the construction
program, where are these facilities
going to be built?"
"It's a big program, as you can see, and
it contemplates building channels in vir-
tually every section of the country. As in
the past, we expect to give the broadcasting
industry the best kind of service possible.
Our record should allay any doubts or fears
about our willingness or ability to meet a
customer's requirements, assuming, of
course, that they are feasible."
"Just what is your 'record'?"
"In nine years — a relatively short period —
the Bell System has built 77,000 miles of
tv channels that can be used to interconnect
more than 500 stations in almost every state
in the union. This system cost over $250
million, which is roughly equal to the entire
tv industry investment in broadcasting
stations."
"If all tv stations had their own
recording equipment, would the ex-
tra facilities be needed during the
Daylight Saving period?"
"We don't know for sure but it would
surely change the pattern of need. As a
matter of fact, it probably would eliminate
it."
"Assuming that some of your tv
channels were to become idle, what
would you do with them?"
"On the backbone routes — and that's
where most of the playback channels are
needed — we would, of course, make plans
to use the channels for other services. In an
extreme situation, however, we could dis-
mantle the amplifying equipment and try
to use it somewhere else."
"Have you anything to add?"
"Only this: to build extra facilities takes
time, manpower and a good deal of money.
Before we proceed, we have to be reason-
ably certain the need for these facilities will
be constant — that they will not become idle
after they are built. The rate of return from
network operations is still inadequate.
"However, the telephone companies have
Page 46 • December 16, 1957
ABC-TV NARROWS GAP IN OCTOBER
ABC-TV is showing up stronger in the
billings column this season. Not unexpected-
ly, the network, which has buttressed its
programming and sales, had a total of
$8,093,724 in gross time charges for the
month of October, its highest month of the
year.
While ABC-TV jumped nearly $2.4 mil-
lion in October from September's gross
billing, not all the network's business was
on the books, some sponsored evening shows
having starting dates late that month. The
October total was 17.7% above ABC-TV's
billing for the same month last year.
CBS-TV and NBC-TV also gained, 9.2%
for Columbia and 3.5% for National. In
the 10 months, January-October, ABC-TV
was up 4.7%, CBS-TV 6.8% and NBC-TV
2.3%, for a gain in all network tv time
charges (at gross rates) of 4.8%.
Total billing in October for the networks:
a little over $49.2 million, a rise of 8.2% :
for the 10 months, $418,394,205. October
also was the highest month of the year in
billing for CBS-TV and NBC-TV, the net-
works respectively chalking up about $22.3
million and $18.7 million. CBS-TV and
NBC-TV both were more than $2 million
above their billing level of any previous
month in 1957.
The figures as released last week by Pub-
lishers Information Bureau:
1956-1957 COMPARISON
October 1957 October 1956
% Change
Jan. -Oct. 1957 Jan. -Oct. 1956
% Change
ABC-TV
$ 8,093,724 $ 6,878,183
+ 17.7
$ 66,376,706 $ 63,407,570
+ 4.7
CBS-TV
22,335,986 20,446,755
+ 9.2
195,811,480 183,258,519
+ 6.8
NBC-TV
18,771,696 18,142,005
+ 3.5
156,206,019 152,661,346
+ 2.3
$49,201,406 $45,466,943
+ 8.2
$418,394,205 $399,327,435
+ 4.8
1957
TOTALS TO
DATE
January
$ 6,715,581
$ 20,231,474
$ 16,554,941
$ 43,501,996
February
6,175,488
18,309,088
14,900,631
39,385,207
March
6,848,848
20,172,173
16,631,974
43,652,995
April
6,682,786
19,385,098
15,154,388
41,222,272
May
7,258,807
20,307,762
15,811,033
43,377,602
June
6,413,708
18,356,892
14,746,537
39,517,137
July
6,348,496
18,537,069
13,874,872
38,760,437
August
6,134,380
18,240,823
14,473,677
38,848,880
September
5,704,888
19,935,115'
15,286,270*
40,926,273
October
8,093,724
22,335,986
18,771,696
49,201,406
$66,376,706
$195,811,480
$156,206,019
$418,394,205
: Revised as of
December 10, 1957
adjusted to changes in requirements in the
past — the rapid re-equipping of our channels
to handle color tv is a good example. We
are confident we shall again be able to meet
such challenges to the management of our
business."
Seven Metropolitan Members
Named to MBS Affiliates Group
Seven new metropolitan-market area rep-
resentatives on the MBS Affiliates Advisory
Committee have been elected by the net-
work's 460 affiliates, according to Charles
King, director of station relations. They
will serve for two years. Non-metropolitan
market representatives to the 14-member
MAAC were elected in the fall of 1956.
Newly elected are Thomas F. McNulty,
president of WWIN Baltimore, to repre-
sent stations in District I, comprising North-
east and Mid-Atlantic states; Carter C. Pe-
terson, president, WCCP Savannah, Charles
L. Harris, vice president and general man-
ager, WGRC Louisville, and Carl Junker,
program manager, WTPS New Orleans, rep-
resenting Districts II, III and IV (South
and Southeast), respectively; Robert Webber,
station manager of KWDM Des Moines, to
represent Midwest District V; Durwood
Tucker, general manager, WRR Dallas, to
represent District VI, covering the South-
west, and George Hatch, president, KALL
Salt Lake City, to represent District VII,
covering Rocky Mountain and west coast
areas.
NBC Radio, KFAB Join
To Plug Affiliation
A radio affiliate crowing publicly about
its network affiliation — that's today's de-
parture from the trend which up to now
made it seem fashionable for an affiliate
to go independent.
NBC Radio has placed ads in today's
(Monday's) Wall
Street Journal and
in Broadcasting to
cite the gains that
KFAB Omaha at-
tributes to its tying
in with NBC.
The ad notes that
KFAB became a
full-time NBC affili-
ate this year and
quotes General Man-
ager Lyell Bremser
as saying:
"In our present fiscal year, local spot
announcements are running 89% ahead of
the same period in 1956.
"KFAB ratings are up a hefty 23% in all
key time periods.
"KFAB is enjoying new prestige in the
community through its affiliation with the
NBC Radio Network.
"KFAB audiences have changed. Pulse
shows that 90% of today's KFAB audiences
are adults — with adult buying power. And
KFAB advertisers are reaping the benefits."
The ad also quotes advertisers in praise of
KFAB-NBC programming and its "adult
audience." Then it points out that "these
Broadcasting
MR. BREMSER
i
"but why should I
have to sell my
representative, too?"
Good question! Yet this station manager —
with a well-established TV outlet in a good
market— faces a problem confronting more
and more television operators today.
Competition for the TV advertising dollar
is understandable. It demands hard selling.
But competition to get a fair share of your
representative's attention . . competition with
a host of other stations on his list., simply
doesn't make sense.
You shouldn't have to sell your representa-
tive on performing his job fully. And with
specialized representation, you don't.
There's no routine, no "production line"
formula when you're one of the quality sta-
tions on Harrington, Righter and Parsons'
limited list. Your representation is tailored
to your station's distinctive merits by people
who specialize only in the television medium.
Caliber TV stations like those below don't
want to be one of the pack. With us, they
never are!
HARRINGTON* HH| television — the only medium we serve
RIGHTER W-TEN Albany WABT Birmingham WBEN-TM Buffalo
WJRT Flint WFMY-TV Greensboro/ 'Winston-Salem
& PARSONS, Inc. wtpa/w,^ wtic-tv^w wdaf-tv cuy
M^,w^.™*™ WHAS-TV Louisville WTMJ-TV.17zW.ee WMTW Mt. W ashington
SAN FRANCISCO • ATLANTA • BOSTON H WRVA-TV Richmond WSYR-TV Syracu
".use
Broadcasting
December 16, 1957 • Page 47
FILM
ROACH TICKS OFF PROFITS IN TV
• Financial data unveiled to brokers for public stock sale
• Big returns from network and syndicated films cited
NETWORKS CONTINUED
KFAB successes are typical of what happens
when a station programs local adult-appeal
attractions phased in with the vast entertain-
ment, news and service features of the NBC
Radio Network." KFAB's progress as an
affiliate, the ad also asserts, "should prove
enlightening and profitable to everyone con-
nected with radio station ownership and
management."
Actually, KFAB has been an affiliate of
NBC since mid- 1955, but it switched over
to full-time affiliation early this year and,
under Mr. Bremser's management, began to
tie its own programming more closely to
that of the network. NBC officials say the
station currently carries about 90% of the
network schedule.
During the early morning KFAB pro-
grams mainly for men, gradually switching
its target to women between 9 and 10 a.m.
Then it picks up NBC's My True Story and
Bandstand till noon and follows these with
a two-hour musical block until NBC's
drama periods resume at 2 p.m. At night
KFAB programming consists largely of
NBC shows, interrupted for important local
news bulletins and with weather, news, etc.,
at the half-hour. The station also started
editorializing on community problems about
four months ago and has adopted the slogan
(relating to NBC's hourly newscasts and its
own service programs on the half-hour),
"good news on the hour and service at 30."
Meanwhile, Mr. Bremser and Raymond
H. Sawyer, secretary of May Broadcasting
Co. (KM A Shenandoah, Iowa; 75% of
KMTV [TV] Omaha), were elected vice
presidents of KFAB Broadcasting Co. at a
meeting last week. Re-elected were Joe W.
Seacrest, president; Walter W. White, exec-
utive vice president; Edward W. May, J. D.
Rankin and Fred Seacrest, vice presidents,
and Owen W. Saddler, executive vice presi-
dent-general manager of KMTV and secre-
tary-treasurer of KMA. Mr. May is presi-
dent of KMA.
Lee P. Loomis is on the boards of
KFAB Broadcasting, May Broadcasting and
Journal Star Printing Co., all holding inter-
ests in KFAB. Central Broadcasting Co.
(WOC-AM-TV Davenport and WHO-AM-
TV Des Moines) holds the remaining 25%
of KMTV.
AB-PT General Counsel Resigns
The resignation of Herbert B. Lazarus as
vice president, secretary and general counsel
of American Broadcasting-Paramount The-
atres Inc., effective Dec. 31, was announced
last week by Leonard H. Goldenson, AB-PT
president. Mr. Lazarus, who plans to engage
in general law practice, has been associated
with AB-PT and its predecessor movie com-
panies for nearly 25 years.
It's Now Called CBS News
Effective immediately, CBS News & Public
Affairs Div. is cutting its title to simply
CBS News. The change, in the interest of
"quicker identification and more effective
advertising," was announced last week by
Sig Mickelson, vice president in charge of
the division, who also stated that its present
structure will not be affected.
Page 48 • December 16, 1957
Some time this week, Hal Roach Produc-
tions Inc., part of a 38-year-old, family-held
corporation passed down from father to son,
will follow the example set last year by Ford
Motor Co. by issuing its first publicly-held
stock. The underwriting firm is S. D. Fuller
& Co., a New York brokerage house. In an
effort to "educate" Wall Streeters to think-
ing more in terms of investing in tv film
companies, Hal Roach Jr. flew east from
California last week to address some 50
brokers at New York's exclusive Lunch
Club in the financial district.
In doing so, Mr. Roach and Fuller & Co.
lifted the wraps off the intricate financial
mechanisms inside the Roach studio opera-
tion and revealed for the first time how
much the firm has made from both nation-
ally sponsored network and syndicated prop-
erties.
HRP, a Delaware corporation, was organ-
ized last May. On Aug. 8, the firm — em-
bodying no less than nine separate inde-
pendent tv production firms all controlled in
one way or another by Mr. Roach — merged
with Hal Roach Studios, a California cor-
poration, pending sale of the stock now being
offered. Until the sale of securities now to be
sold is finalized, the tv production firm will
have only "nominal" assets and liabilities.
Upon consummation of merger, the 100
shares of Hal Roach Studios (book value:
$188,596), now owned wholly by Mr. Roach
Jr., will cease to exist. In their place, Mr.
Roach will accept slightly over a million
shares of Class B capital stock of Hal Roach
Productions, which after the public offering
is sold, will have a book value of $792,600,
constituting approximately 74% of the com-
pany's outstanding voting securities. With-
in five years, Mr. Roach may convert these
into common stock of the new firm.
The tv production company has been
turning out television films since 1949. In
March 1955, Mr. Roach Jr. bought out his
father's Hal Roach Studios and with it some
1,115 theatrical films going back as far as
1919 and some of which are still being
shown today on tv; for example, Laurel &
Hardy shorts, "Our Gang," etc.
Mr. Roach told the assembly of brokers
that his sphere of business can be divided
into five parts: (1) production of such net-
work tv series as The Gale Storm Show and
Telephone Time, (2) syndication of such
series as Public Defender, (3) production
of tv commercials (which represented 23%
of the Roach gross revenue in the 1957 fiscal
year ending last August), (4) renting of
studio facilities to outside producers of such
non-Roach programs as You Are There,
Life of Riley and The Great Gildersleeve,
and (5) licensing of the motion picture li-
brary picked up in 1955.
"We are essentially a canning factory,"
Mr. Roach said, "canners of some very
valuable property." While privately confess-
ing his enthusiasm about live tv, Mr.
Roach minced few words in talking to the
facts-and-dollars-conscious brokers. "Filmed
properties are considerably better valued
than live, since they can be shown time and
time again, and each showing guarantees
an additional income," he said. As such,
the Roach "canning factory" has "non-book
assets" of $9 million, Mr. Roach went on.
Even films made as far back as 1919 are
still capable of working for "us," he said.
Mr. Roach cited a new feature titled "The
Golden Age of Comedy" that first will play
in motion picture theatres, then will be syn-
dicated to stations. This is an anthology of
the top early comedy shorts, many preceding
the "talkie era."
His outlook for 1958 is "very bright." He
said that the first of the 1958 fiscal year
that began Sept. 1 already has shown a
$75-80,000 profit after taxes. He said his
firm plans to take full advantage of the
"recent realization" that just because a film
series has played one station in a multi-
station market "there's no reason why it
shouldn't find an altogether new audience
on another channel." What is more, Mr.
Roach noted, a syndicated property shown
on station XYZ in the evening can find a
"completely different audience" watching
the show during the daytime on that same
station. "Add to this the growing importance
of the foreign tv film market," Mr. Roach
went on, "and you have the makings of a
potentially prosperous year."
Before throwing the meeting open to
questions — and there were many- — Mr.
Roach declared: "Our business is the sort
where large chunks of money can come in
most anytime and from the most unexpected
sources."
Some of the attending brokers wondered
whether this is not an "inopportune" time in
which to float a new stock issue (375,000
shares of common at $3 a share), with
many Wall Streeters expressing profound
nervousness about the state of business. But
Mr. Roach personally felt that the television
business can only go one way — "up."
Since making its bow in television eight
years ago, Mr. Roach's organization has
produced 15 tv series. Currently seen on
CBS-TV for Nestle Co. and Helene Curtis
Industries is the Gale Storm Show, sub-
titled Oh Susanna! Telephone Time, spon-
sored by AT&T, was launched last year on
CBS-TV and now is seen on ABC-TV. A
third series was placed on network last
season, Blondie (for Nestle and Toni Div.,
Gillette Co.), but alternate sponsors
dropped out after the first 26 weeks and
the series now is being syndicated by Cali-
fornia National Productions, NBC subsid-
iary.
Roughly 45% of the company's gross
earnings during the 1957 fiscal year came
from sponsor payment for the production
of the three network series. This is the
breakdown:
The 76 Gale Storm programs con-
Broadcasting
There is only
one Sure Way
to sell this
$2 Billion
WSMpire
Here is a must market for any advertiser. But — there is only one
medium capable of delivering all of it at a cost commensurate with the
vast sales potential. The facts speak for themselves. How about
FARM MAGAZINES? Impossible. The leading farm magazine reaches
less than 1/6 of the homes.
REGIONAL AND LOCAL RADIO? It takes 38 Tennessee, Alabama
and Kentucky stations to approximate the WSM daytime audience,
at almost 4 times WSM's cost.
NEWSPAPERS? The 14 daily newspapers in the WSMpire cost $894
for one 600 line insertion.
TELEVISION? WSM's daytime audience is far greater than that of
the area's leading Television station, day or night.
The conclusion is inescapable.
Within the 81 County area of the $2 Billion WSMpire, WSM delivers
50% of the half-million homes on an average day. And WSM also
delivers a bonus day-time audience outside the 81 County area which
is even larger than the audience for which you pay.
There is a difference . . • it's WSM radio
50,000 WATTS, CLEAR CHANNEL, NASHVILLE • BLAIR REPRESENTED • BOB COOPER, GENERAL MANAGER
Broadcasting
December 16, 1957 • Page 49
FILM CONTINUED
traded for last season, costing $43,375
per episode, accounted for $3.3 million, it
was learned. The 26 Blondie strips at $27,-
500 per episode pulled in $715,000. The
30 Telephone Time programs produced
through Passing Parade Films Inc., an
affiliated company, accounted for approxi-
mately $1.4 million of gross income.
(This past year, too, Roach Productions
turned out six as-yet-unsold pilot films
that cost roughly $30-50,000 each. These
include Pulitzer Prize Playhouse, Jacques
and Jill with the husband-and-wife team
of Robert Sterling and Ann Jeffreys of
Topper fame; The Joe Dimaggio Show, The
Bette Davis Show; The Ben Blue Show,
and Women of the West. These and two
others now are being screened by adver-
tisers and agencies.)
In terms of syndication, for the 52 weeks
that ended last Aug. 31, 16% of the com-
pany's gross revenue came from properties
sold to stations and local advertisers.
Among the properties it syndicates are
126 My Little Margie episodes (through
Official Films); 130 Trouble With Father
(formerly Stu Erwin) films (also through
Official); 69 Public Defender episodes
(through Interstate Tv); 98 Racket Squad
shows (through ABC Filmed Syndication);
35 Screen Directors Playhouse programs
(through RKO-General Teleradio); 12
Charles Farrell shows and 26 Blondie pro-
grams (both through California National
Productions).
• Margie, contracted to run through 1962
on a syndicated basis, earned $2.7 million
during its May 1952-April 1955 CBS-TV
run and to date has earned an excess of
$820,000 from syndication. Racket Squad,
which made the company $1.5 million dur-
ing its May 1951 -October 1953 CBS-TV
network exposure, since then has pulled in
close to $2 million from syndication. After
deduction of costs (production as well as
studio overhead), Margie has earned $683,-
000 net profit before taxes and Racket Squad
$2 million net profit before taxes.
• In the seven syndicated properties,
Roach reportedly has a guaranteed income
over the next few years of roughly $2.4
million, of which about $1.1 million was
realized as of Aug. 31.
Mr. Roach and his underwriters point out,
however, that in the cases of Margie and
Racket Squad as well as other properties ac-
counted for on his credit ledger, actual earn-
ings are not fully reflected in the report
made to the brokers because of prior com-
mitments. Both series were produced before
the organization of the present company.
Furthermore, Mr. Roach sold a 50% in-
terest in Margie to finance production costs;
in the case of Racket Squad, he sold the
distribution rights to Rabco Tv Productions
Inc., a Roach-affiliated company that is
owned jointly (50-50) by Roach and ABC
Film Syndication Inc., AB-PT Division.
• Rabco during the 1957 fiscal year
earned $63,431.74 for the Roach company
from rental of studio facilities and "services"
in connection with ABC Film Syndication's
Code 3. In addition, Rabco owns 39 Pass-
port to Danger episode starring Cesar Ro-
mero and also owns The Forest Ranger, a
pilot film.
(The two other affiliate companies — Pass-
ing Parade Films and R&M Productions —
contributed approximately $270,000 in gross
revenue for the 1957 fiscal year, all of this
coming from Telephone Time.)
• On its two present network shows.
Roach hopes to make a fairly substantial
gain once they are placed into syndication.
During the first year of syndicating 76 Gale
Storm Show episodes and 30 Telephone
Time programs, Roach thinks it can realize
a profit before taxes of at least $2,000 an
episode or a total of $212,000. Additionally,
the company will be entitled to 50% of
the $98,000 estimated profit from syndica-
tion of the 49 Telephone Time shows owned
by Passing Parade — all of which were seen
on CBS-TV last season — but not yet avail-
able for local distribution since an agreement
yet remains to be worked out between Mr.
Roach and John Nesbitt, former "story-
teller" of the series who controls 50% of the
stock on Passing Parade Films Inc.
• The contract with California National
Productions this past summer for the 26
Blondie and 12 Charles Farrell programs
had a combined sales tag of $505,000, and
it is believed that Blondie, priced at $12,500
an episode, will bring in $6,250 in yearly in-
come per episode; Farrell, priced at $15,000
an episode, should have an income of $7,500
per episode.
• Overseas, Roach is finding additional
syndication income. For example, this year
the studio realized an estimated net profit of
$60,000 from "limited distribution" in Great
Britain (via ITA, servicing Associated Re-
diffusion Ltd.) of 39 Our Gang comedies, re-
titled Little Rascals.
In the field of television commercial pro-
ductions, Roach has a client list of some
25 advertising agencies and accounts that in-
clude the following advertisers: American
Tobacco Co., Armour & Co., Brown & Wil-
liamson Tobacco Co., Eastman Kodak, Ford
Motor Co., Gulf Oil Co., Lever Bros., Pabst,
Procter & Gamble, Slenderella International,
Union Oil Co. and Westinghouse Electric
Co.
• For the 1957 fiscal year, Roach in-
creased its tv commercial earnings nearly
$873,000 to approximately $1.2 million.
• Licensing of motion pictures — 47 full-
length features and 1,068 shorts and includ-
ing such film classics as the original "Top-
per," "Of Mice and Men," "The Housekeep-
er's Daughter" and "Captain Fury" — ac-
counted for approximately 6% of Roach's
gross revenue during the 1957 fiscal year and
between March 1955 and September this
year revenues on cinema products totaled
$394,636.
Anheuser-Busch Buys 'Hammer'
Anheuser-Busch for its Busch Bavarian
beer will sponsor Mickey Spillane's Mike
Hammer, an MCA-TV film syndicated
show, in five states. The firm also bought
the program in other markets for its Bud-
weiser beer. MCA-TV said Anheuser-Busch
officials signed to sponsor the series 24 hours
after seeing the first pilot. States involved
in the purchase are Illinois, Missouri,
Kansas, Arkansas and Iowa.
Rettig, Keever Named
To Head NBC's CNP
Earl Rettig, a vice president and treas-
urer of NBC. last week was elected president
of California National Productions, an NBC
subsidiary, succeeding Robert D. Levitt,
resigned [At Deadline, Dec. 9].
At the same time, H. Weller (Jake)
Keever, vice president of NBC Television
Films, a division of CNP, was elected CNP
vice president and general manager.
The elections were announced by Charles
R. Denny, CNP board chairman and NBC
executive vice president for operations, who
MR. RETTIG MR. KEEVER
noted that the firm's "current plans insure
a record year of production and sales." CNP
operations include tv film syndication (NBC
Television Films), NBC Opera Company
tours, network financing of Broadway shows
and merchandising and licensing for NBC
and film syndication shows.
At the time of Mr. Levitt's departure,
both NBC and CNP sources said a differ-
ence over "policy" existed and that Mr.
Levitt had submitted his resignation.
Mr. Rettig joined NBC in 1950 as tele-
vision network operations manager after
more than 20 years in the motion picture
field. In 1951, he became director of tv
network operations on the West Coast, then
director of NBC's finance and operations
in Hollywood. He was transferred on Jan.
1, 1954, to New York in charge of pro-
duction and business affairs for NBC-TV,
was elected a vice president a month later
and vice president in charge of tv network
services a year later. About a year ago, he
was elevated to vice president and treasurer.
His motion picture background included
studio posts with Fox Studios, studio treas-
urer and assistant treasurer of RKO and
later secretary-treasurer of Rainbow Pro-
ductions. He joined Paramount Pictures
when that studio acquired Rainbow.
Mr. Keever joined NBC Television Films
in 1951 as a salesman, became supervisor
of the central division sales force (offices
in Chicago) in 1953, was advanced two
years later to national sales manager and
was appointed director of sales for CNP
in August 1956. Last July, he was elected
a vice president.
Hewitt to CBS-TV Film Sales
Edward E. Hewitt, formerly an account
executive with KGO-TV San Francisco, has
been appointed manager of the San Fran-
cisco office of CBS Television Film Sales,
it was announced last week. Before joining
Page 50 • December 16, 1957
Broadcasting
KRON is TVfoSF
SAN FRANCISCO CHRONICLE • NBC AFFILIATE • CHANNEL 4 • PETERS, GRIFFIN, WOODWARD.
Broadcasting
December 16, 1957 • Page 51
. . .With 1957 coming to a close, the chances are much
better than even that you did very well with, the news
programs you selected for your clients to sponsor on radio
stations around the country.
You may never have covered a news story yourself, but
you certainly were skillful in selecting your news service —
the one with which you preferred to have your clients
identified. Time after time, you chose the station which
carried AP news.
On behalf of all AP broadcasters, who make up a major-
ity in the industry, this is to say "Thank You" for your
choice of news in 1957.
Next year will be another big news year.
You know famous brands; you know that the most
famous brand in news is AP.
THE ASSOCIATED PRESS
FILM CONTINUED
KGO-TV, Mr. Hewitt was west coast man-
ager of United Film Service and prior to
that was with ABC-TV Spot Sales, San
Francisco, representing ABC-TV owned sta-
tions.
Seven New Series Announced
By Four Star Productions
Four Star Films, Culver City, Calif., has
announced its "most ambitious television
program to date," offering a minimum of
seven new series for the coming buying
season. Company partners Dick Powell,
David Niven and Charles Boyer say there
is every possibility they may exceed this
number and offer as many as 12 series.
The seven being readied for pilot produc-
tion are The Tall Man and Doc Holliday,
both Westerns with scripts by Aaron Spell-
ing; Wanted, Dead or Alive, also a Western,
the project of Vincent M. Fennelly, pro-
ducer for Four Star; / Love a Mystery;
Night Court; Battleflag, and The Adventures
of Mike Scott, starring Eddie Albert.
Golden Named Vice President
Of United Artists Television
United Artists Television Inc., wholly-
owned subsidiary of United Artists Corp.,
late last week filled out its complement of
officers with the appointment of Herbert L.
Golden, vice president of Bankers Trust Co.,
New York, to the presidency of UA-TV.
Mr. Golden's appointment, announced
Thursday night by UA President Arthur B.
Krim, becomes effective Jan. 1.
Mr. Golden, who presently heads Bank-
ers Trust's activities in the realm of enter-
tainment (radio-tv-films-theatre), also be-
comes vice president in charge of opera-
tions of the parent company, United Artists
Corp., and joins the UA broad. He joined
the bank in 1952 after a long association as
motion picture editor of Variety.
Bruce G. Eells, who recently resigned
from Television Programs of America to be-
come executive vice president of UA-TV,
will be "top operating executive" of the tv
subsidiary, Mr. Krim noted.
Desilu Studio Purchase Completed
Purchase of the RKO Teleradio produc-
tion studios in Hollywood and Culver City,
Calif., by Desilu Productions for approxi-
mately $6 million [Film, Dec. 2] was com-
pleted Wednesday when the final papers
were signed by Lucille Ball and Desi Arnaz,
owners of Desilu, and by Daniel O'Shea,
president, RKO Radio Div., for Thomas
F. O'Neil, board chairman and president,
RKO Teleradio Pictures. Physical transfer,
to be completed about Jan. 1, 1958, gives
Desilu 56 acres of land, 26 sound stages
with a combined area of 262,720 square
feet, 457 fully furnished offices and a stock
library described as one of the most com-
plete in Hollywood. Desilu is currently
renting three of the 15 RKO studios in
Hollywood and five of the 11 in Culver
City, which are being added to the nine
studios in Motion Picture Center in Holly-
wood, already owned by Desilu.
Page 54 • December 16, 1957
UA-TV Gross Earnings Rise
100% for First Nine Months
United Artists Television, United Artists
Corp.'s tv subsidiary, last week reported
more than 100% increase in gross earnings
on its post- 1948 film products for the first
nine months of 1957 over a comparable
period for 1956. Though no precise figures
were revealed, it was learned the two pack-
ages of feature films now being sold to
stations — one consisting of 52 films, the
other of 39 — so far have brought in close
to $4.4 million. Last year, UA-TV scored
approximately $2 million on its tv product.
Net earnings for the first nine months on
all UA products came to $2.4 million — a
gain of $107,000 over 1956's first nine
months. This figure makes provisions for
taxes and year-end adjustments. Gross
world-wide film income for UA for the first
nine months of 1957 has been estimated at
$52.6 million as against a 1956 figure of
$46.8 million.
UA also announced that a quarterly divi-
dend of 35 cents will be payable Dec. 29 to
common stock shareholders of record Dec.
16.
In San Francisco, meanwhile, UA's na-
tional advertising-publicity director, Roger
H. Lewis, told the UA sales convention
there that the firm is prepared to spend up
to $9 million on advertising and promotion
for its 1958 theatrical releases worth $50
million. A share of the $9 million would go
toward radio-tv advertising campaigns. He
also made known UA's intention to adver-
tise its new phonograph records on radio
time purchased to promote the theatrical
films.
Producers Guild Opposes Sale
Of Post- 1948 Movies to Tv
The sale of recent motion pictures (so-
called post- '48 pictures) to television would
not only do "immeasurable injury to the
motion picture and theatre industries" but
it would also be of "great harm" to the
producers of filmed programs for tv,
Screen Producers Guild said in a statement
of policy, unanimously adopted. Announc-
ing the SPG opposition to the release of the
post- '48 motion pictures for use on tv,
Samuel G. Engel, guild president said:
"The Screen Producers Guild opposes
the distribution of 'post- 1948' pictures for
exhibition on television. It unqualifiedly re-
jects the fallacious argument that exhibi-
tion of these pictures on television is not
harmful to the entire motion picture
industry.
"It predicates its reasoning on the fact
that even films made 15 or 20 years ago,
and now showing on television, are proving
ruinous to a large segment of the exhibi-
tion industry. The guild is convinced that
the continuation of supplying films originally
produced for theatrical release to television
is an imprudent and ill-advised practice, one
which must inevitably do immeasurable
injury to the motion picture and theatre
industries, and cannot fail to do grave harm
to those engaged in producing films directly
for television release.
"The guild recognizes the inherent rights
of all persons who have been associated
creatively with these pictures in participating
in whatever proceeds they may one day
earn on the television screens, but is of the
firm opinion that it is in the best interests of
all persons engaged in our industry that a
concerted effort be made to bring about a
halt of this suicidal method of distribution
which is nothing more or less than a 'quick-
buck' method of liquidation of valuable
assets."
UA-TV Still Hopes to Place
Post- 1948 Movies on Network
United Artists Television Inc., tv sub-
sidiary of United Artists Corp., still hasn't
given up hope of selling a batch of its post-
1948 theatrical films to a national adver-
tiser for possible network exposure. Though
such showing is unlikely to take place be-
fore next fall, UA-TV currently is negoti-
ating with two advertisers, neither of which
the tv subsidiary will name.
At the same time, UA-TV is preparing its
third package of post-48 films for station
sale. Its officials declare the station package
and the possible network package do not
overlap in contents. The film company re-
ported last week that to date it has grossed
more than $4 million on its second film
package during the first nine months of
this year (see story this page).
Last July, UA-TV came within a hair's
breadth of selling a national advertiser 39
of its top-flight post-'48 films. ABC-TV,
looking for a way to match audience loyalty
developed by both NBC-TV's Steve Allen
Show and CBS-TV's Ed Sullivan Show, had
gotten together with Kaiser Aluminum &
Chemical Corp. and UA, but at the last
minute negotiations fell through, Kaiser in-
stead picking up Warner Bros.' Maverick
series. It was understood at the time that
Bulova Watch Co. and Exquisite Form
brassieres also expressed interest in the UA
deal.
Warner Exacts Agreement
Warner Bros. Pictures Inc. announced
last week that none of its post- 1949 motion
pictures is available to WKRC-TV Cincin-
nati or to any other tv station. The an-
nouncement said that "a misleading impres-
sion was created by billboards recently
posted by WKRC-TV." The billboards,
Warner said, are being removed by WKRC-
TV and the station has agreed to "inform
the public of the actual facts by means of
newspaper advertising and air announce-
ments." The pre-1949 library of Warner
Bros, was sold to Associated Artists Pro-
ductions in 1956 for $21 million.
Drewrys Takes 'Target7 Series
Drewrys Ltd. (brewery), South Bend, Ind.,
last week signed as a regional sponsor of
Ziv Television Programs' new half-hour tv
film series, Target for 14 midwest markets,
including Detroit, Chicago, Indianapolis and
other cities in Illinois and Michigan. The
business was placed through MacFarland,
Aveyard & Co., Chicago. Several weeks ago
Olympia Brewing Co. signed to sponsor
Target in 35 west coast cities. The series is
scheduled to go on the air next spring.
Broadcasting
carefully
considered
change
The wedding ceremony
symbolizes an important change
in name — a change preceded
by sober reflection. TV stations,
too, must carefully consider
any change in identification.
Here is Channel 8's decision:
To achieve closer identification
with
(a) our new official home, Tulsa,
and
(b) our sister radio property,
which
has served advertisers for nearly
a quarter of a century . . .
KTVX has adopted new call
letters, KTUL-TV.
You can get the complete facts
on this significant move from
Vice President and Managing
Director Mike Shapiro, Station
Manager Bill Swanson or from
your Avery-Knodel representative.
TULSA BROADCASTING COMPANY
Broadcasting
December 16, 1957 • Page 55
GOVERNMENT
Post Asks Selma Ch. 8
For Birmingham, Ala.
Charging the "total waste of one of the
scarce and very important vhf tv channels,"
the Washington Post Broadcast Div.
(WTOP-AM-FM-TV) last Wednesday peti-
tioned the FCC to shift ch. 8 from Selma,
Ala. (now held by WSLA [TV]) to Birm-
ingham.
The Post charged that "construction has
not even been started and probably will
never be started" on WSLA by Deep South
Broadcasting Co., which holds the grant.
The Post pointed out that WSLA has been
granted seven extensions of time to con-
struct the station and that, to avoid further
delay, its permit should be changed to spec-
ify some channel other than ch. 8 if that
facility is moved to Birmingham.
WSLA first received an authorization in
February 1954 to build the station three
miles from Selma. Soon after the grant was
made, it requested permission to construct
its transmitter and a 1,993 ft. tower approx-
imately 50 miles from Selma and 23 miles
from Montgomery, Ala. A lengthy hearing
ensued (the entire record of the case fills 42
volumes or 4,591 pages) with six parties
taking part. On Dec. 12, 1956, FCC Hear-
ing Examiner H. Gifford Irion issued an
initial decision recommending that the mod-
ification be denied. Oral argument before
the FCC en banc is scheduled for this
Thursday.
"There is immediate need for ch. 8 in
Birmingham to assure that the largest city
in Alabama and the 27th ranking metropol-
itan area in the U. S. has three comparable
commercial television services," the Post
stated and announced plans to apply for the
channel if it is reallocated to Birmingham.
There currently are two commercial stations
operating in Birmingham — ch. 8 WBRC-TV
and ch. 13 WABT (TV) — and educational
ch. 10 WBIQ (TV).
In November 1956, the Post contracted
to buy WAGA-AM-FM-TV Atlanta from
Storer Broadcasting Co. for $6.5 million.
The purchase was conditioned on FCC ap-
proval of Storer's buy of WMUR-TV Man-
chester, N. H., but neither sale was con-
summated [Government, May 20].
In addition to the Washington outlets,
the Post also owns WMBR-AM-TV Jack-
sonville, Fla.
In other allocations actions last week:
The FCC invited comments by Jan. 15
on rulemaking to make Walla Walla, Wash.,
all uhf by deleting chs. 5 and 8, both unas-
signed. The rulemaking was requested by
Cascade Broadcasting Co., which owns ch.
29 KIMA-TV Yakima, ch. 19 KEPR-TV
Pasco, ch. 43 KBAS-TV Ephrata, all Wash-
ington, and ch. 3 KLEW-TV Lewiston,
Idaho.
Denied by the Commission were ( 1 ) a pe-
tition by ch. 45 WKNE-TV Keene, N. H.,
to delete educational ch. 11 from Durham,
N. H., and assign it to Keene for commer-
cial use and (2) a conflicting proposal by
ch. 14 WWOR-TV Worcester, Mass., to
shift Durham's ch. 11 to Worcester.
Ch. 7 KATV (TV) Pine Bluff, Ark., asked
the Commission to shift its facility to Little
Rock for use by KATV and reallocate ch.
9 from Hot Springs, Ark., to Pine Bluff. In
making the request, KATV pointed out that
there are no applications pending for ch. 9.
However, Southwestern Publishing Co.
(Donald W. Reynolds) last week filed an
application for ch. 9 in Hot Springs. Mr.
Reynolds owns KFSA-AM-FM-TV Ft.
Smith, Ark., plus several other radio and tv
stations and newspapers in Arkansas, Okla-
homa and Nevada. Video Independent
Theatres Inc. formerly held a permit for
ch. 9 but turned it in as being economically
not feasible.
Kohn Suggests Mass Juggling
Of Am, Fm, Tv Within Spectrum
A total solution to the general spectrum
problem was submitted to the FCC last
week by an fm broadcaster in Allentown,
Pa., who also holds a permit for uhf ch.
67 there.
Raymond F. Kohn, president of Penn-
Allen Broadcasting Co. suggested that the
FCC—
• Move all am broadcasting to fm.
• Move all tv to uhf.
• Assign present tv chs. 5 and 6 (76-88
mc) to fm to accommodate displaced am
stations.
• Designate a future date, such as July
1, 1965, as "M-Day" — moving day for am
and vhf tv.
These moves, Mr. Kohn noted, would
also accomplish these solutions to other
Commission difficulties:
(1) It would abolish duopoly and multiple
ownership problems; (2) it would clear
away the clear channel and daytime broad-
casting cases; (3) it would equalize the
facilities of all broadcasters ("Imagine
Madison Avenue having only one yard-
stick— the station with the largest audience
because it has the best programming!").
Mr. Kohn submitted these thoughts in a
letter to the FCC in response to the com-
ments filed three weeks ago in the 25-890
mc study [Government, Dec. 2]. The Al-
lentown broadcaster acidly termed these
comments as "pleas for either maintaining
an intolerable status quo or, worse yet,
patching badly-patched patches with more
patches."
Two years ago Mr. Kohn offered the use
of his WFMZ-TV Allentown as a test station
for pay tv. WFMZ-TV began operating in
the East Central Pennsylvania Lehigh River
area in December 1954 and ceased six
months later. More recently he has been
warning broadcasters that if they continue
to oppose toll television it will be acquired
by motion picture exhibition and other non-
broadcast interests.
Celler, Keating Ask Restraint
In Sunday Baseball Tv Plans
Major league baseball last Wednesday
was asked to "exercise individual self-
restraint" in plans to televise Sunday base-
ball games via CBS-TV into minor league
territory next spring and summer. In a joint
statement, Rep. Emanuel Celler (D-N. Y.),
chairman of the House Judiciary Committee
and its Antitrust Subcommittee, and Rep.
Kenneth B. Keating (R-N. Y.), ranking mi-
nority member of both committees, said:
"We intend in January to discuss with the
Attorney General and major and minor
league officials the antitrust issues involved.
We will then determine whether legislation
is necessary and appropriate." The con-
gressmen asked that, in the intervening pe-
riod, no contracts be signed by the majors
for Sunday television which will impede
consideration of the problem.
The Sunday television plans "jeopardize
the welfare of the entire sport [of baseball
and] . . . will severely undermine minor
league baseball in this country," they stated.
After CBS-TV and the major leagues had
made known their plans to televise Sunday
games next year, minor league executives
immediately protested to Reps. Celler and
Keating [Networks, Dec. 9]. Both CBS-
TV and NBC-TV have telecast a Saturday
major league game in minor league cities
for several years, but there has not been a
Sunday telecast in the past.
WATV (TV) Asks FCC to Ignore
New York State Bid for Ch. 13
WATV (TV) Newark last week asked
the FCC to disregard the request of the
New York State Board of Regents asking
that ch. 13 Newark, N. J., be changed into
a New York City educational channel.
The New York Regents two weeks ago
asked the FCC to institute rule-making to
switch ch. 13 from its present commercial
status to a reserved, non-commercial edu-
cational allocation [Government, Dec 9].
WATV, operating on ch. 13 from the
Empire State Bldg. in New York City, has
been sold, together with its affiliated WAAT-
AM-FM. to National Telefilm Assoc. for
$3.5 million. An application for approval
of this transfer is pending before the Com-
mission.
In a supporting brief, the owners of
WATV pointed to "the demonstrated in-
capacity" of the Regents board to build
even one of the seven tv stations for which
it now holds permits. New York State has
had grants for uhf educational outlets since
1952. There is no money for this construc-
tion and little hope of any from the New
York legislature, the New Jersey station
stated.
Furthermore the condition which the Re-
gents board agreed to accept, that it would
begin operation of a ch. 13 educational
station by Sept. 30, 1958, is "impossible,"
WATV declared. If the channel is changed,
the ch. 13 outlet said, other applications un-
doubtedly would be submitted. This would
require a hearing, which could not be con-
cluded and the station built by that date.
WATV added it had disclosed no inten-
tion of making its equipment and facilities
available to the Regents. This would mean
further delay while the Regents, if success-
ful in winning the grant, look for a site
and build the station, WATV said.
The Newark station added that the Re-
gents appear to have based their petition on
the "mistaken" premise that the proposed
plan would be accomplished without finan-
Page 56 • December 16, 1957
Broadcasting
WORKING PARTNERS
FRANK HEADLEY, President
DWIGHT REED, Vice President
FRANK PELLEGRIN, Vice President
PAUL WEEKS, Vice President
RADIO
TELEVISION
The Working Partners who head up H-R had all
been well drilled in the fundamentals of radio and
television representation when this firm was started.
One of the basic policies we agreed upon, because
of this experience, was the importance of continuous
personal service by all of us to all of the stations we
represent. This policy continues today, and we have
also made sure that each new member of our
growing staff, is fully capable of carrying out
another policy we established when H-R was started:
"We always send a man to do a mans job."
380 Madison Ave.
New York 17, N. Y.
OXford 7-3120
1065 Penobscot Bldg.
Detroit 26, Michigan
WOodward 1-4148
35 E. Wacker Drive
Chicago 1, Illinois
RAndolph 6-6431
101 Marietta Street
Atlanta, Georgia
JAckson 3-7797
6253 Hollywood Boulevard
Hollywood 28, Calif.
Hollywood 2-6453
520 Lovett Boulevard
Room No. ID
Houston, Texas
JAckson 8-1601
155 Montgomery Street
San Francisco, Calif.
YUkon 2-5837
?10 Royal Street
Canal 3917
New Orleans, La.
416 Rio Grande Bldg.
Dallas, Texas
Riverside 2-5148
529 Pan American Bank Bldg.
Miami, Florida
FRanklin 3-7753
Broadcasting
December 16, 1957 • Page 57
GOVERNMENT continued
Don't /amp--- this is your
INDIANAPOLIS / DES MOINES DAY!
You're never jumpy, on edge when Indianapolis-Des Moines day rolls
around. WXLW and KSO make a time-buyer's job almost easy, with
their exclusive programming that nets results.
In Indianapolis, folks prefer WXLW, and PULSE proves it! A 22.4
PULSE average, highest in town. More important, WXLW delivers the
adult audience, the bulk of the buying public. The reason? An exclusive
music-and-news format slanted toward adult listening likes . . . plus the
popular air personalities who make it work to perfection. Put your mes-
sage on a winner— WXLW, the top-rated radio station in the Indian-
apolis market.
And KSO, Des Moines, matches its Indianapolis sales twin in results.
Like WXLW, KSO beams its programs toward the adult age group,
the people who do the buying. Already the number one salesman in
Des Moines, KSO is now challenging for all 'round leadership, and it
won't be long. You'll say goodbye to time-buying blues with the only
good buy in Des Moines— KSO.
5000 Watts Day Time
950 KC
Indianapolis, Indiana
5000 Watts Full Time
1460 KC
Des Moines, Iowa
Contact your nearest JOHN E. PEARSON representative
cially injuring the present owners. The sale
of WATV not only includes WAAT-AM-FM
but also the disposition of $1 million worth
of films and film rights and the assignment of
long-term employment contracts. WATV
added.
IMTI Asks Approval
To Buy K.C. Stations
National Theatres Inc. last week asked
the FCC to approve its $7.6 million cash
purchase of WDAF-AM-TV Kansas City
from the Kansas City Star Co. [Stations,
Dec. 2].
The sale application revealed that Na-
tional Theatres is establishing a subsidiary,
National-Missouri Tv Inc., as licensee of
the stations. N-M Tv is being formed with
an initial capital of $8.1 million, with $3.8
million coming from a loan tendered by the
Bank of America.
Charles L. Glett, president of a second
National Theatres subsidiary. National Film
Investments Inc.. will become president of
the licensee corporation. The sales contract
has a June 1. 1958, cutoff date with both
parties having the option to void the sale if
it is not consummated by then.
The Star Co. signed a Justice Dept. con-
sent agreement last month which required it
to sell the broadcast stations. The consent de-
cree was filed after the newspaper was found
guilty of monopoly and attempted monopoly
in the news and advertising fields in Kansas
City.
Original cost of the Star"s broadcast prop-
erties was listed in the application as $2,076,-
936, with an estimated replacement cost of
$4.2 million. Currently a $37 million or-
ganization, the Star Co. estimated that the
net effect of the proposed sale will be to in-
crease retained earnings in the approximate
amount of $4.92 million.
National Theatres has deposited $500,-
000 earnest money and the remaining $7.1
million sales price will be due on consum-
mation of the sale. In case the theatre
company fails to fulfill its obligations, the
contract calls for a $200,000 liquidation
damage payment to the seller.
Elmer C. Rhoden is president of Na-
tional Theatres, a $60 million corporation
with a chain of 320 theatres. The firm has
movie houses in 20 states stretching clear
across the country. It was formed in 1951
when 20th Century Fox, Fox Theatres Inc.,
was forced out of the movie exhibition
business by the Justice Dept.
California Firm Asks 1030 Kc
The Northern California Broadcasting Co.
has filed an application with the FCC for
1030 kc in Sacramento, Calif., and accord-
ingly has asked the Commission to waive
its decade-old policy of not acting on ap-
plications involving clear channels. The
1030 kc frequency is occupied by WBZ
Boston on a Class 1-B basis.
Northern California Broadcasting, owned
by Melvin E. Lucas (30%), Clarence A.
Holien (25%) and others, would broadcast
on 1030 kc with 500 w [see For The Rec-
ord].
Page 58 • December 16, 1957
Broadcasting
IN THE
NATION'S
CAPITAL
WRC is the speaker of the house!
Weekdays, from 6 to 8 p.m., WRC reaches more homes than any other radio
station in Washington. With a huge 40% average share of audience, WRC
has a 63% advantage over the second station, and reaches nearly as many
homes as all of Washington's 16 other stations combined.
Best of all, the advantage remains constant, for all twelve programs on
WRC during these hours are tops in their time periods!
To sell more of your product in Washington homes, let WRC Radio speak for
you now. Pick your spot within, or adjacent to, these 6-to-8 p.m. winners.
A call to WRC or to your nearest NBC Spot Sales rep-
resentative will reserve a schedule for you immediately!
Source: NSI Report, Total Homes — Washington, D. C, Area — July 1957
WASHINGTON, D. C. SOLD BY
WRC -980
(NBC)!
I SPOT SALES
Broadcasting
December 16, 1957 • Page
Once upon a time there was a fellow named J. Watkin Stump-
thumper who was running for state senator. Votes being necessary
to accomplish this sort of thing, Stumpthumper went around giving
out free cigars. Seemed a quick way to make friends. Not everybody
got cigars, you understand. Just the people important enough to
influence other people. Even by the gross, cigars cost money.
Stumpthumper (who lost the election, incidentally) failed to carry
a certain crucial district. A curious man, he resolved to find out
why and therefore queried the head of the local Citizens-for-Good-
Government Club. ''Thought you were behind me, son," said Stump-
thumper accusingly. "What changed your mind?"
"Rather buy my own brand of cigars," replied the head of the
local C.F.G.G.C. "Never did like yours much."
UNATE FALLACY OF THE FREE CIGAR
This proves what we've long believed. There's a vast difference
between things forced upon you, and things you pay for because
you really want them. Yet in our field of TV-radio business publica-
tions, there is a surprising amount of giveaway circulation. We
don't believe you can win a sound plurality for yourself by this
kind of padding. Putting influential names on a mailing list isn't
worth much unless they actually read your magazine.
broadcasting is the only TV-radio journal that belongs to
the Audit Bureau of Circulations. The ABC's sole purpose is to
verify accurately the total amount and types' of PAID circulation
its members have. In our case, this averages 18,428 copies a week
(first six months of 1957) — or more PAID distribution than the
next three TV-radio publications combined. Over 5,000 of these
paid-for copies go to influential voters at advertisers and agencies,
including an average of 18 at the 40 top agencies that voted almost
one billion dollars for TV and radio advertising last year !
Neither free cigars nor free copies can substitute for lack of merit.
When people want something, they're willing to pay for it. That's
why broadcasting is the straight ticket for your 1958 campaign !
BROADCASTING
THE BUSINESS WEEKLY OF TELEVISION AND RADIO
1735 DeSales Street, N.W., Washington, D. C.
A member of the Audit Bureau of Circulations
Broadcasting
December 16, 1957 • Page 61
GOVERNMENT CONTINUED
KVOO dominates Oklahoma's
No. 1 market — a billion-dollar
market area with Tulsa right at
its center. What's more, this
dominant "Voice of Oklahoma"
reaches beyond state boundaries
to bring you bonus coverage in
Kansas, Missouri and Arkansas.
Get your full share; get the No. 1
market — all of it; get on KVOO!
KVOO
The only station covering all of Oklahoma's No. 1 Market
Broadcast Center • 37th & Peoria
GUSTAV BRANDBORG
Vice Pres. & Gen. Mgr.
Represented by EDWARD PETRY & CO.
HAROLD C. STUART
President
Page 62 • December 16. 1957
Commission Finalizes
Changes in Procedure
Sweeping changes in practices and pro-
cedures before the FCC were made final
last week when the Commission accepted the
results of a two-year study made by an
FCC committee and one representing the
Federal Communications Bar Assn.
The new rules, all included in Part I of
the FCC"s rules, become effective Feb. 3,
1958.
Among the more significant changes are
these:
• Written cases in comparative hearings
are prohibited, unless all parties and the ex-
aminer agree.
• Admission to practice before the FCC
is automatic for any attorney eligible to
practice before the highest court in his state.
• Petitions for stay and for rehearing
must henceforth be filed as separate docu-
ments.
• Responses to FCC actions for non-
Washington attorneys are extended three
days beyond the formal requirements.
The revised Part I rules — the first made
by a federal agency on an omnibus basis —
were the result of a study which began in
1955. The FCC committee, which included
representatives of all bureaus and officers,
was under the chairmanship of Associate
General Counsel Edgar W. Holtz. The
FCBA committee was chairmanned by
Benedict P. Cottone, former FCC general
counsel.
The revision separates Part I into general
sections and specific service sections —
broadcasting, common carrier, safety and
special services. The changes were dictated
by court decisions, recent legislation includ-
ing the 1952 McFarland Act amendments
to the Communications Act, and Commission
reorganizations, including the 1951 reshuffle
into bureaus and offices.
Red-Planned Sputnik Could Jam,
Hog Earth Airwaves — Patterson
Russia currently is rushing completion
of a new sputnik, according to Rep. James
T. Patterson (R-Conn.), which will be
equipped with broadcast receivers and trans-
mitters capable of jamming radio and tv
signals "anywhere in the world" and broad-
casting its own signal.
Speaking last week before the Middle-
town, Conn., American Legion Post, the
congressional atomic expert said he had
learned "from the most reliable and author-
itative sources" that the new Russia sputnik
also will have the potential to broadcast
"its own propaganda on any tv channel any-
where in the world." The satellite, weighing
one ton, would circle the world every 24
hours at a height of 22,000 miles and could
jam the U. S. radar warning network, Rep.
Patterson stated. Rep. Patterson is a mem-
ber of the House Armed Services and the
Joint Atomic Energy committees.
On Thursday, a spokesman at the Russian
Embassy in Washington described Rep.
Patterson's statements as a "wild dream."
He said the science of space exploration has
not reached the point to make such an
Broadcasting
EVERYBODY HAD FUN IN CHICAGO
(EXCEPT THE COMPETITION)
WHEN WBKB-TV PREMIERED "SHOCK"!
WBKB-TV
FRANKENSTEIN
24.7
Station "B"
Dr. Hudson, The Vise
and Jack Eigen
6.2
Station "C"
"The Postman Always
Rings Twice" (First Run)
20.9
Station "D"
"Boomerang"
3.8
. . . AND THE SAME HAPPENED IN BALTIMORE
WHEN WBAL-TV PREMIERED "SHOCK"!
WBAL-TV FRANKENSTEIN 20.7
Station "B" "Destination Tokyo" (First Run) 10.6
Station "C" "Test Pilot" (First Run) 12.6
£ *Trendex
SCREEN & GEMS, INC.
TELEVISION SUBSIDIARY OF COLUMBIA PICTURES CORP.
NEW YORK DETROIT CHICAGO HOLLYWOOD NEW ORLEANS TORONTO
711 Fifth Ave. 709 Fox Bldg. 230 N. Michigan Ave. 1 334 N. Beech wood Dr. 1032 Royal St. 102-108 Peter St.
Plaza 1-4432 Woodward 1-3979 Franklyn 2-3696 Hollywood 2-31 1 1 Express 3913 Empire 3-4096
Broadcasting
December 16, 1957 • Page 63
A
WWL-TV
catches
TV Movie-ers
while
they're
AWAKE!
At 10:45 every Monday-thru-Friday
night and at 10:30 on Saturdays and
Sundays, THEATRE 4 comes on strong
with another outstanding feature film.
Channel 4's 10:30 (M-F) News-Sports-
Weather is the perfect attraction to
hold viewers on WWL-TV.
THEATRE 4 is the waichable night movie
in New Orleans. Your Katz Representa-
tive has the specifics for spot sales. Or
call Howard Summerville or Harry
Stone at Express 4444, New Orleans.
NEW ORLEANS • CBS IN
THE CRESCENT CITY
GOVERNMENT
CONTINUED
operation possible but did not confirm or
deny that Russia is working on such a
sputnik. "Maybe in 10 years, tv programs
will be transmitted from the moon to the
earth," the Red spokesman said.
However, a fortnight ago a Hungarian
newspaper quoted a Russian scientist as
saying that his country plans a tv relay sta-
tion nearly 22,000 miles high which will
enable people on various continents to watch
Soviet tv.
Scientists in Washington discounted Rep.
Patterson's statement that a one-ton satellite
at 22,000 miles could jam earth-bound ra-
dio-tv stations and broadcast its own signals
on all tv channels. The United Press quoted
one unidentified expert as saying it would
take a "fantastic" amount of power to ac-
complish such a feat. It was pointed out
that the satellite would have to transmit
over 22,000 miles a signal comparable to
what powerful tv stations send out over a
relatively few miles. In the present "state of
the art" this seems impossible, the scientist
said.
The FCC had no comment on the pos-
sibility of a Russian solar tv station.
Boston Ch. 5 Grant Argued
In U. S. Court of Appeals
The controversial Boston ch. 5 case, in
which the FCC granted that vhf facility to
Boston Herald-Traveler Inc., was argued in
U. S. Appeals Court in Washington last week
— with the FCC's policy on diversity of the
media of communications and allegations
of antitrust activities by the Boston news-
paper at issue.
The FCC awarded the hotly-contested ch.
5 — the third vhf assignment in the New Eng-
land metropolis — to the Boston Herald and
Traveler (WHDH-Choate interests) last
April. Denied were Massachusetts Bay Tele-
casters Inc.. Greater Boston Television
Corp., and Allen B. DuMont Labs. Inc. The
Commission's decision reversed an exam-
iner's 1956 initial decision, despite charges
by the Boston Globe that the Herald-Travel-
er had threatened the Globe with a news-
paper war and implied it would use the tv
station to put the Globe out of business.
Massachusetts Bay and Greater Boston ap-
pealed the Commission's grant.
The argument was heard by Chief Judge
Henry W. Edgerton and Circuit Judges
Charles A. Danaher and Warren E. Burger.
Defending the Commission's decision was
the agency's assistant general counsel, Rich-
ard A. Solomon, together with WHDH-TV
counsel William J. Dempsey. The attack on
the Commission's action was argued by
Henry E. Foley for Massachusetts Bay and
Joseph P. Maloney for Greater Boston.
Schreiber in Moline Group
Frank P. Schreiber, former manager of
WGN-AM-TV Chicago, is 10% owner of
Moline Television Corp., which filed last
week as an applicant for ch. 8 in Moline,
111. There are currently six applicants for
the Moline channel. The other five are Com-
munity Telecasting Corp., Uliway Televi-
sion Inc., Midland Broadcasting Co., Public
Service Broadcasting Co. and Tele-View
News Co. Tele-View News has received
Page 64 • December 16, 1957
Broadcasting
ADAM YOUNG INC.
i
WIL and WRIT programmed
to the excitement and interests
of today's intensive life. The
mature concept of radio listen-
ing, that insures a buying audi-
ence in two major markets.
• • • •
Keep pace with the times and
call your ADAM YOUNG
man for choice availabilities.
Is contrr
an
-the
r fr on the
'ily man in
by Mr. Poulsen, gat
mation from many so
relates it. where
projects it and decide,
flow of the river
ty-two hours hAce.
On the basis oKfc^» fin
which can be upset a| f.
the weather can eh
engineers order that
eleased upstream to
hat they hope will b
river flow,
his small group ad
ivision of water fi
reme Court decree
court ruled in the
the Interstate
^ *u" rT%l"""lT|
ater oe
aintain
the de-
inisters
d in a
ter
!Tn the
!9. First,
.asteiV""-xhard-bitten m.
of thel% Igical Survey
When pMted by the oour
Poulsen was directing,
agency's watjyfc resources!
sion as^^*^r hydraulic
&sat^^ J? to leave Wj
(esignated W. Vi
long-time aide vs
Sore of years his junir
kief operations engines
fclford.
Mr. lorns'
sfct, a ten-3
ical Survey ^
ler employe
|shott, a secrltary,
lontague, N. J., a small -
fcctly across
is the point fimtk My
preme Oourt for determ
river measurements.
Because of the distan<
the various reservoirs. <
lakes aiBLoth^k wa
mustvjHkSn d^
e days iVadJKce.
e time taken by wad
sit is greatest from thf '
voirs !WlgLj'*Vnr a
It takes sixty hours —
cton to Montague, tl~
hours from Nevei_
in transit from the I
|nia Light and Power <
i storage facilities at
[upack is sixteen h
tockland Light and P~
^any's Rio Reservoir.
York State is eight I—
nt. *~
riticism of the River :
er in states other than
York that border on the :
ran high this summer. He_
permitted New York Cit-_
-■')"'■ ' ' '
THE BALABAN RADIO STATIONS
ADAM YOUNG INC.
New York • Chicago • St. Louis • Los Angeles • San Francisco • Atlanta • Boston
Broadcasting
December 16, 1957 • Page 65
Flint's
direct line
to sales
Party Line
With Betty Clarke
Meet Betty Clarke, WFDF's moderator
with the "mostess." Listeners, that is. Loyal
listeners use her Party Line show to
solve their own household problems.
It's all done on the air with live phone
responses from the Party Line ladies who
have answers ready for the questions
Betty's fans call in on the same show.
If what you sell appeals to women, get
on the Party Line for direct sales now.
WFDF
FLINT, MICHIGAN
5,000 WATTS at 910
The Katz Agency line is
always open . . . phone
for complete details
GOVERNMENT continued
Air Space Panel's recommendation for FCC
approval to construct a 1,043-foot tower
for its ch. 8 outlet in Moline, should it re-
ceive the grant [Government, Dec. 9J.
Conelrad Converted
For 1 958 Storm Duty
Last spring and summer's destructive tor-
nadoes and hurricanes in the Gulf Coast and
Plains States graphically demonstrated that
a more efficient method is needed to warn
the public of approaching storms.
The FCC, the Weather Bureau, the Air
Force and stations, such as KMOX St. Louis
and WOAI San Antonio, immediately
thought of the nation's tailor-made attack
warning network — Conelrad — which had
been lying practically fallow. And, just 10
days ago [At Deadline, Dec. 9], the Com-
mission amended its rules to permit all
broadcast stations to use Conelrad to alert
the public of approaching turbulent weather,
effective Jan. 6.
Comr. Robert E. Lee, FCC civil defense
head, indicated such a move was being
planned at the NARTB convention last
April. Adding fuel to the proposal, KMOX
submitted an elaborate plan to the FCC for
using Conelrad in weather emergencies. The
method was devised by KMOX's operations
engineer. Larry Burrows, after the Midwest
and Southwest had been hit by a series of
tornadoes last spring.
Conelrad participation is now mandatory
for all broadcast, public safety, industrial,
land transportation and experimental sta-
tions, while all other radio services are sub-
ject to Conelrad participation on a voluntary
basis. Several hundred licensees have Conel-
rad alert receivers which are tuned to one of
the 24 hour-a-day skywave key stations.
Under the new plan, the meteorologist in
charge of the U. S. Weather Bureau will in-
itiate the emergency weather warnings. The
key stations then would activate Conelrad
receivers which always are turned on with
the speaker normally muted until activated
by a special attention signal (two 5-second
carrier breaks and 15 seconds of a distinctive
tone). The speaker then would receive Conel-
rad warnings, which in the case of weather
information can be rebroadcast.
In broadcasting Conelrad warnings, am,
fm and tv stations take the following steps:
(a) discontinue normal programming, (b) cut
the transmitter carrier approximately five
seconds (sound carrier only for tv stations),
(c) return carrier to air for approximately
five seconds, (d) cut again for five seconds,
(e) return to the air, (f) broadcast 1,000 cycle
steady tone for 15 seconds and (g) broad-
cast the emergency weather warning.
The Commission stressed that stations will
be permitted to participate in the storm
warning during regular broadcast hours only,
stating that "nothing herein shall be con-
strued as authorizing a daytime only or
limited time station to operate during un-
authorized hours."
As originally established, Conelrad was to
be used only in the case of an enemy at-
tack to prohibit enemy planes or missiles
from "homing in" on a station's signal.
Broadcast stations, on an Air Force alert,
Page 66 • December 16, 1957
Broadcasting
"1400 ft. elevation
"Tali
est
'ovver
"i the
ovq
o9e
HEIGHT ABOVE AVERAGE TERRAIN
DOES NOT ALWAYS MEAN
MORE COVERAGE!
NCS 2
lo~0
mm
/J
Unduplicated NBC-TV COVERAGE
4 Unduplicated CBS-TV COVERAGE
51% MORE UNDUPLICATED
COVERAGE WITH WOC-TV (NBC)
WOC-TV'S 48 COUNTY MARKET — Population*... 1,686,000 '
Homes* 519,100 TV Farm Homes* * 54,912
TV Homes* 422,800 Effective Buying Income* $2,757,557,000
Farm Homes** 97,101 Retail Sales* $2,007,749,000
*SaIes Management "Survey of Buying Power — 1957"
**U. S. Census of Agriculture — 1954
The Quint-Cities Station
— Davenport and Betten-
dorf in Iowa: Rock Is-
land, Moline and East
Moline in Illinois.
WOC TV
Channel 6 • Maximum Power • Basic NBC
Col. B. J. Palmer.
President
Ernest C. Sanders.
Res. Mgr.
Mark Wodlinger.
Res. Sales Manager
PETERS. GRIFFIN.
WOODWARD. INC.
EXCLUSIVK
NATIONAL
REPRESENTATIVE
WOC-TV - Davenport, Iowa is part of Central Broadcasting Company which also owns and
operates WHO-TV and WHO-Radio-Des Moines
Broadcasting
December 16, 1957 • Page 67
GOVERNMENT continued
to hit the spot
the AIMS the thing
AIMS (Association of Inde-
pendent Metropolitan Stations)
offers a made to order list of
stations ready to deliver maxi-
mum audience in 21 different
cities.
AIMS the most active group
in the Broadcasting Industry
through periodic meetings and fact loaded monthly newsletters
from all members, can supply you with most of the answers to your
broadcast advertising problems. When you buy . . . BUY AIMS the
perfect station list for every campaign.
You can expect the leading independent
to be the best buy on the market . . .
CITY
STATION
REPRESENTATIVE
Baton Rouge, La.
WIBR
The Walker Co.
Buffalo, N. Y.
WBNY
Jack Masla and Co., Inc.
West Coast — Lee F. O'Connell Co.
Dallas, Tex.
KIXL
H-R Representatives, Inc.
Southwest — Clarke Brown Co.
Des Moines, Iowa
KSO
John E. Pearson Co.
Evanston, III.
WNMP
Evansville, Ind.
WIKY
John E. Pearson Co.
Houston 1, Tex.
KNUZ
Forjoe & Co., Inc.
Southern — Clarke & Brown Co.
Indianapolis 22, Ind.
WXLW
John E. Pearson Co.
Jackson, Miss.
WJXN
Grant Webb & Co.
Little Rock, Ark.
KVLC
Richard O'Connell Inc.
Midwest — Radio-TV Representatives, Inc.
Southern & Denver — Clarke Brown Co.
West Coast — Tracy Moore & Associates, Inc.
Louisville 2, Ky.
WKYW
Burn-Smith Co., Inc.
Regional — Kentucky Radio Sales
Omaha, Neb.
KOWH
Adam Young, Inc.
San Antonio, Tex.
KITE
Avery-Knodel, Inc.
Seattle, Wash.
KOL
The Boiling Co., Inc.
Spokane, Wash.
KLYK
Grant Webb & Co.
Stockton, Calif.
KSTN
George P. Hollingbery Co.
Syracuse, N. Y.
WOLF
The Walker Co.
Tulsa, Okla.
KFMJ
Jack Masla & Co., Inc.
West Springfield, Mass.
WTXL
The Walker Co.
Wichita, Kan.
KWBB
George P. Hollingbery Co.
Southern — Clarke Brown Co.
Worcester, Mass.
WNEB
The Boiling Co., Inc.
would be required either to go off the air or j
to switch to 640 kc or 1240 kc to broadcast !]
civil defense instructions on intermittent- |
cluster basis.
In addition to warning broadcasters, the I
Conelrad weather alerts will trigger warnings I
to law enforcement agencies, industrial
plants, schools, hospitals and other organiza- ,
tions which possess the Conelrad receivers.
The Commission hopes the new Conelrad
service will induce manufacturers to provide
a simple speaker muting circuit in all stand-
ard, fm and tv receivers. This would make
it possible for any home set to receive the
Conelrad alert direct and greatly enhance
the effectiveness of the warning system, the
FCC believes.
In this respect, Kenneth W. Miller, U. S.
supervisor of Conelrad, is writing letters to
industry trade associations and set manu-
facturers urging them to incorporate the new
circuit in designs of future receivers to be
put on the market.
The Conelrad skywave key stations, prac-
tically all of them 24-hour outlets, include
KIRO, KOMO and KING, all Seattle; KEX
Portland, Ore.; WHO Des Moines; KCMO
and WHB, both Kansas City; KMOX St.
Louis; WOW, KFAB and KOIL, all Omaha;
KOY Phoenix; KMIN Denver; KSL Salt
Lake City; WHO Des Moines; KXEL Water-
loo, Iowa; WJR Detroit; KDKA Pittsburgh;
WHAM Rochester, N. Y.; WKBW Buffalo.
N. Y.; KDAL Duluth, Minn.; WCCO and
WLOL, both Minneapolis.
WABC, WCBS, WRCA, and WOR, all
New York; WCAU and WIP, both Philadel-
phia; WBZ and WHDH, both Boston; WGY
Schenectady, N. Y.; KFI, KMPC and KNX,
all Los Angeles; KNBC and KCBS, both
San Francisco; KFBK Sacramento, Calif.;
KRLD and WFAA, both Dallas; WBAP and
KXOL, both Ft. Worth; KONO San An-
tonio; WSB Atlanta; WNOE and WWL,
both New Orleans; WTSP St. Petersburg,
Fla.; WGN and WMAQ, both Chicago;
WLW and WCKY, both Cincinnati; WMPS
Memphis; WSM and WLAC, both Nashville;
WBAL Baltimore; WTOP and WWDC, both
Washington, and WRVA Richmond, Va.
Many Wills Ask Their Way
In WTVW (TV) Management Row
The FCC has been asked to approve
the establishment of a voting trust for a
group of stockholders of a station — with
the principal stockholder requesting that
the Commission turn down the application
and the attorney for the station pointing
out that Commission action is unneces-
sary.
WTVW (TV) Evansville, Ind. (ch. 7),
is the station in question. For the past year,
principal stockholder Rex Schepp has
been in conflict with other stockholders.
Earlier this year, an injunction was ob-
tained forbidding Mr. Schepp to exercise
any official functions in the management
of the station. It was agreed to relinquish
voting rights in Class A stock, of which
Mr. Schepp is majority holder, to WTVW
stockholder Freman Keyes, formerly of
Russel M. Seeds Co., now senior member
of the new New York advertising agency,
Page 68 • December 16, 1957
Broadcasting
Let
carry you smoothly through a Houston sales campaign
A splendid gesture to your customers —
KPRC-TV, Houston. It's such light
and pleasant viewing!
How is your New Year's schedule ?
Channel 2
The Channel 2 insignia at
each station break insures
uniform quality and suc-
cessful sales.
JACK HARRIS
Vice President and General Manager
JACK McGREW
Station Manager
EDWARD PETRY & CO.
National Representatives
Broadcasting
December 16, 1957 • Page 69
GOVERNMENT continued
STATIONS
Keyes, Madden & Jones. This agreement
was filed with the FCC.
More recently WTVW has been opposing
an FCC show cause order to relinquish
ch. 7 and accept ch. 31. The FCC has pro-
posed to move ch. 7 to Louisville. A pre-
hearing conference on this case took place
Dec. 2, and the full hearing is scheduled
to commence Jan. 27. Other parties to
the hearing are WEHT (TV) Evansville,
WKLO-TV Louisville and ABC, all in
favor of the proposed FCC move. In their
pleadings they have raised the question of
hidden WTVW ownership because of the
voting trust. Although the FCC has denied
their contentions that the station should
be penalized, it asked WTVW to submit
a formal application for approval of re-
linquishment of control by Mr. Schepp and
his associates. This was accepted by the
Commission last week.
Potter Queries Justice Dept.
On Political Broadcast Sponsors
Interest in the Corrupt Practices Act
as it relates to sponsorship of political
broadcasts has been revealed by Sen. Charles
E. Potter (R-Mich.), who announced during
a New York symposium that he has asked
the Justice Dept. to clarify the intent and
enforceability of the act. Justice replied
that the matter is under study.
The request came after a Detroit jury
acquitted the United Auto Workers of vio-
lating the act during the 1954 campaign,
when, Sen. Potter stated, the union produced
nine tv programs featuring candidates for
federal office. "The Detroit decision . . .
opens the way toward flagrant offenses,"
Sen. Potter stated. He said observers have
declared that corporations now are free to
similarly support candidates with stock-
holders' funds.
Attorney General William P. Rogers re-
plied that the Justice Dept. has had several
similar complaints and currently is studying
these as well as a report on the Detroit case.
"Until this analysis has been completed, we
shall not be in a position to advise you
whether further prosecution under the stat-
ute will be practicable without further legis-
lation," Mr. Rogers wrote the senator.
Sen. Potter is a member of the Senate
Interstate & Foreign Commerce Committee,
which has jurisdiction over the FCC.
KCOR-TV Asks Reserved Ch. 9
KCOR-TV San Antonio, Tex. (ch. 41)
has asked the FCC to permit it to share time
with educational organizations on reserved,
non-commercial ch. 9 there. Alternatively,
the uhf outlet asked FCC to redesignate ch.
9 as a commercial station, permit it to be
shared with educational organization, or, to
assign ch. 2 to San Antonio from Piedras
Negras, Mexico, for commercial use. The
last would require changes in other tv allo-
cations along the U. S.-Mexican border and
also a waiver of the mileage separation rule
with Houston's ch. 2 (KPRC-TV). Stations
now operating in San Antonio, in addition
to KCOR-TV, are WOAI-TV on ch. 4,
KENS-TV on ch. 5 and KONO-TV on ch.
12. Also assigned to San Antonio but not
yet in use are ch. 9 and ch. 35.
Page 70 • December 16, 1957
Radio Audience Quality
High at Night— Dietrich
• NBC Spot Sales makes claim
• Pulse study results cited
The quality of nighttime radio audiences,
which has been questioned by some spon-
sors and their agencies, was characterized
last week as "equal to that of daytime audi-
ences" by George S. Dietrich, national ra-
dio director of NBC Spot Sales.
Mr. Dietrich based this conclusion on a
special survey made for his organization
by the Pulse Inc. in New York, Chicago and
San Francisco Nov. 6-13. He outlined the
significance of the results of the survey
which he said was a "pioneering effort," in
these terms:
"The 'inferiority' of the quality of night-
time radio audiences is now nothing more
than an exploded myth. Sponsors who pre-
viously held off buying evening radio time
can now plan their campaigns with the cer-
tainty that the nighttime audience consists
of people of the same economic level, educa-
tion and family status as daytime listeners."
Mr. Dietrich said the industry "long has
known that the quantitive difference between
daytime and nighttime audiences is not vast."
He pointed out that numerous surveys in
the past have shown that the nighttime audi-
ence is about 85-90% of the daytime group.
But many advertisers, he said, shied away
from using nighttime radio because of a
belief that it was composed substantially of
persons who could not afford to buy goods
or services.
The survey involved a total of 1,620 in-
terviews in New York, Chicago and San
Francisco. Its results show, Mr. Dietrich
said, "a remarkable consistency between
quality of morning and nighttime radio
audiences from market to market, even
though these markets are widely separated."
The survey was designed to measure the
audience characteristics in the 6-9 a.m. and
7-10 p.m. periods.
A question on the socio-economic level
of the audiences showed that in the morning
group, 25.4% were "upper," 26.5% "upper
middle," 24.8% "lower middle" and 23.3%
"lower." These figures compared (in order)
with the evening audience: 26.0%, 24.5%,
23.6% and 25.9%. Mr. Dietrich noted
there was "virtually no difference" in group-
ings for morning and evening audiences.
On ownership of television receivers,
93.2% of the morning audience and 92.0%
of the evening audience replied in the
affirmative. A similar question revealed that
77.4% of the morning listeners and 75.3%
of the evening audience owned automobiles.
A question on the education of the head
of the household disclosed that the level of
schooling was approximately the same for
the morning and evening listening groups,
with 21.1% (morning) and 22.8% (evening)
having attended college; 53.2% (morning)
and 54.3% (evening) having attended high
school; 16.7% (morning) and 15.7% (eve-
ning) having attended grade school.
Other questions centered around the age
of the housewife, seeking to learn the per-
centage for those under 25, from 25-34,
from 35-49 and 50 and over, and on the
size of the family (one child, two, three, I
four, five, six or more). The pattern of an-
swers, according to the survey, showed again
there was scant difference between composi-
tion of morning and evening audience.
Mr. Dietrich observed that with the up-
grading of radio programming, both by net-
works and by local stations, nighttime radio
should be "a better buy than ever for adver-
tisers." In addition, this new information on
the quality of the night audience, he said,
should result in increased buying of evening
radio.
He reported that on stations represented
by NBC Radio Spot Sales, nighttime busi-
ness in 1957 is 15% over 1956 and "about
80% over 1955. He expressed the view
that a "sold-out" status in evening segments
is a possibility in three or four years.
Mr. Dietrich voiced the belief that the
survey is the first to attempt to examine
qualitative characteristics of the evening au-
dience. He said he plans additional surveys
to ascertain the impact of nighttime radio.
The result of the survey, he said, are be-
ing incorporated into a presentation that
will be sent shortly to advertising agencies.
Kearney to Direct Sales
For Corinthian Broadcasting
Don L. Kearney, vice president in charge
of sales for ABC Film Syndication Inc.,
has been named director of sales for Corin-
thian Broadcasting Co., officials announced
Friday. Mr. Kearney
will take his new
post around Jan. 1 .
Corinthian of-
ficials said he will
work closely with the
general managers and
sales managers of
the Corinthian prop-
erties and with the
stations' national
sales representatives
and advertisers and
MR. Kearney agencies to give the
best possible service to advertisers using the
stations. Owned by J. H. Whitney & Co., the
Corinthian stations are KOTV (TV) Tulsa,
KGUL-TV Galveston, WANE-AM-TV
Fort Wayne and WISH-AM-TV Indianapo-
lis.
Mr. Kearney has been sales vice presi-
dent of ABC Film Syndication since the
organization was formed and before that,
from 1951, was with ABC in a number of
posts including assistant sales manager for
the tv network, national sales manager for
owned tv stations and manager of tv spot
sales. Before that, he was with Katz Agency,
station representative, where he was credited
with being the first tv salesman and sub-
sequently became assistant sales manager for
tv. He entered radio in 1936 with munici-
pally owned WNYC New York.
Mr. Kearney's appointment is the fourth
to the Corinthian central staff this year.
Others named by President C. Wrede Peters-
meyer were George G. Jacobs, director of
engineering; Charles H. Smith, director of
research, and Robert H. Salk, director of
programming.
Broadcasting
YOU MAY GO UP 19V* MILES IN A BALLOON*
BUT...
AMERICAN RESEARCH BUREAU
MARCH 1957 REPORT
GRAND RAPIDS-KALAMAZOO
TIME PERIODS
Number of Quarter Hours
With Higher Ratings
WKZO-TV
Station B
MONDAY THRU FRIDAY
8:00 a.m. to 6:00 p.m.
143
57
6:00 p.m. to 11:00 p.m.
94
6
SATURDAY
8:00 a.m. to 1 1:00 p.m.
50
10
SUNDAY
9:00 a.m. to 1 1 :00 p.m.
40
16
YOU NEED WKZO-TV
TO MAKE SALES SOAR
IN KALAMAZOO-GRAND RAPIDS!
Here's real, down-to-earth market dominance!
ARB shows WKZO-TV is first in 267% more
quarter hours than the next-best station — 327
for WKZO-TV, 89 for Station B!
WKZO-TV telecasts from Channel 3 with 100,-
000 watts from 1000' tower. It is the Official
Basic CBS Television Outlet for Kalamazoo-
Grand Rapids — serves over 600,000 television
homes in one of America's top-20 TV markets!
100,000 WATTS • CHANNEL 3 • 1000' TOWER
WKIOTV
Studios in Both Kalamazoo and Grand Rapids
For Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representatives
* Major David G. Simmons set this new world's record on August 20, 1957.
NOTE: Survey based on sampling in the following
proportions — Grand Rapids (42.8% ), Kala-
mazoo (18.9% ), Muskegon (19.8%), Battle
Creek (18.5%).
WKZO-TV— GRAND RAPIDS-KALAMAZOO
WKZO RADIO— -K ALA MAZOO-BATTLE CREEK
WJEF RADIO— GRAND RAPIDS
WJEF-FM— GRAND RAPIDS-KALAMAZOO
KOLN-TV— LINCOLN, NEBRASKA
Associated with
WMBD RADIO— PEORIA, ILLINOIS
Broadcasting
December 16, 1957 • Page 71
STATIONS CONTINUED
WTVJ (TV)'s Editorial Stand
Draws Comment From Governor
Editorials telecast on WTVJ (TV)
Miami criticizing the severity of a sentence
on a Negro boy have drawn official rec-
ognition from Florida Gov. LeRoy Collins,
who promised that he would consider
remedial action when possible. The gov-
ernor also underscored the need for such
freedom to criticize as a vital part of demo-
cratic government.
The two editorials, presented by WTVJ
News Editor Ralph Renick, were con-
cerned with the life sentence imposed on
a 16-year-old who pleaded guilty to a rob-
bery charge and waived a trial in Marianna,
Fla. Mr. Renick editorialized "the stiff
sentence smacks of the dark ages of the
South. It is a type of frontier justice that
in recent years fortunately has faded away."
Writing to WTVJ, Gov. Collins said he
felt the editorial views of the stations and
Mr. Renick are "deeply sincere." In a
filmed interview used on Mr. Renick's pro-
gram, the governor went further, saying,
"I think that the freedom to criticize by
people in positions like Mr. Renick is a
GRAND SLAM
KTTV (TV) Los Angeles gave
grand slam coverage to the first cham-
pionship bridge tournament ever
played on the West Coast.
Telecasting the final day of the 31st
annual National Championships of
the American Contract Bridge League
Dec. 8, the station utilized a new
technique which let viewers follow
each play. Developed by Robert
Breckner, KTTV vice president in
charge of programming, the technique
covered every aspect of the game,
from first bid to final Kibitz.
A mirror mounted over the table
enabled the camera to show cards as
played (top right). A board, with
jumbo-sized cards, showed all the
hands; a split-screen technique let
viewers see the player bidding as well
as the hands of all the players (bottom
left; Mr. Goren bidding). As the play-
er on screen played his card, the
large card corresponding to it was
removed from the board. Local bridge
experts described the bidding and
strategy of the experts (Charles Gor-
en, Oswald Jacoby, John R. Craw-
ford, Mrs. Helen Sobel and others),
while a small microphone on the
bridge table picked up bidding and
the comments of the experts on their
own play.
KTTV did all right off screen, too.
Richard A. Moore, station president,
and Mr. Breckner dropped in on the
tournament the Thursday before the
Sunday telecast, primarily for plan-
ning purposes. Partially to get the
feel of the tournament and partially
vital and important part of our democratic
government."
Gov. Collins gave "full assurances" that
the boy and his circumstances would not
be forgotten and that he would be closely
and carefully supervised. He said that
whenever circumstances are such that with-
in the sound judgment of the parole officials
the boy "is entitled to return to society, he
can and doubtless will be returned."
Gov. Collins serves as chairman of the
state parole board.
WFIL-TV, WRCV-TV Colorcast
Inaugurates New Joint Tower
A combined colorcast which was to be
seen simultaneously over WFIL-TV and
WRCV-TV, both Philadelphia, was sched-
uled yesterday (Sunday) to inaugurate the
stations' new joint tower.
The tower, which is 1,100 ft. above
ground, reportedly is the tallest television
tower and installation in the Middle Atlan-
tic states. It is located adjacent to WFIL-
TV's tower in Roxborough. WFIL-TV will
continue to operate from its present facili-
ties there and WRCV-TV will operate from
as a gag, according to the station, they
teamed up as partners to enter a side
session of the championships.
Both Mr. Moore and Mr. Beckner
took home first place trophies.
Page 72
December 16, 1957
new facilities on the tower site as well as
from its present location in Wyndmoor.
The announcement of the new operation
was made by Roger W. Clipp, Triangle
radio-tv vice president and general manager
of WFIL-AM-TV, and Lloyd E. Yoder.
NBC vic3 president and general manager
of WRCV-AM-TV. Mr. Clipp noted that
"this electronic advance on the part of our
two stations will provide a stronger, clearer
picture and extended coverage to viewers in
over two million homes."
"Set owners will now . have one central
direction for the setting of home antennas
to receive chs. 3 and 6. Our stations' area
of coverage will be increased to 13,726
square miles as a result of this cooperative
effort," explained Mr. Yoder.
Westinghouse Broadcasting Gives
Transmitter-Tower to WQED (TV)
A $250,000 transmitter-tower plant was
donated Friday by Westinghouse Broad-
casting Co. to WQED (TV) Pittsburgh, edu-
cational station, at ceremonies held in the
Duquesne Club in that city.
Gwilym A. Price, chairman-president of
the parent Westinghouse Electric Corp.,
and Donald H. McGannon, WBC president,
took part in ceremonies that drew Pitts-
burgh industrialists and educators. The tow-
er and transmitter plant are located in the
Oakland district of Pittsburgh near the U.
of Pittsburgh stadium.
Mr. Price said the facilities are being pre-
sented to WQED as a gift because of "out-
standing service to the community." Repre-
senting WQED were John T. Ryan Jr.,
Mine Safety Appliance Co., WQED pres-
ident; Leland Hazard, Pittsburgh Plate Glass
Co., station board chairman, and John F.
White, WQED general manager. Westing-
house representatives included Joseph E.
Baudino, WBC Washington vice president;
Harold C. Lund, WBC vice president,
KDKA-AM-TV Pittsburgh, and Chris J.
Witting, former WBC president who now is
vice president of the parent firm.
Comr. Robert E. Lee represented the
FCC.
Westinghouse bought the transmitter site
in 1946 from the university. In 1948 it
erected a 500-foot tower for KDKA-FM
and built the transmitter building in 1952.
When WQED went on the air, the facilities
were offered to the station, described as
"the first community ETV station."
Katzentine, Smith Announce
New 'Stratosound' for Ams
"Enriched sound" will be transmitted by
WKAT Miami Beach, Fla., starting Jan. 1,
according to President A. Frank Katzentine.
A small electronic device operating at the
transmitter "gives new dimensions" to am
signals, he said.
The new transmission has been labeled
"Stratosound." It was developed over a
period of several years by Mr. Katzentine
and his chief engineer, Arthur P. Smith Jr.
"The listener hears a wider range of sound
and it is better defined," Mr. Katzentine
said, adding that "it is not hi-fi or fm but ap-
Broadcasting
^ W /'
INITIATIVE
. . . the quality that always seeks new and
better ways.
In serving our clients we prefer to use
our initiative ... give that extra measure
of performance that makes their job
easier, more productive.
We call it creative selling. It makes
friends ... as well as sales.
AVERY-KNODEL
INCORPORATED
NEW YORK ATLANTA DALLAS DETROIT SAN FRANCISCO LOS ANGELES CHICAGO SEATTLE
STATIONS CONTINUED
proaches them." Mr. Smith said, "The pres-
ence is better, according to hi-fi listeners
who have heard it in operation."
Even inexpensive radios will deliver an
improved signal, Mr. Katzentine explained.
He would not reveal technical details pend-
ing filing of a patent application by the
Washington patent law firm of Bacon &
Thomas. He and Mr. Smith will form a
company to market the relatively inexpen-
sive device. They plan to sell it to only one
station in a city. "The distinctive Strato-
sound will give stations a distinctive sound
that should greatly increase listenership,"
Mr. Katzentine predicted.
Latins Honor KWKW's Beaton
William J. Beaton, vice president and
general manager, KWKW Pasadena, Calif.,
was honored Tuesday at a testimonial dinner
given by the Inter-American Club, organiza-
tion of civic and business leaders of the
more than 575,000 Latin Americans living
in the Metropolitan Los Angeles area. The
club's president, Salvadore Vela, presented
Mr. Beaton with a plaque in appreciation of
the services given the area's Latin American
residents by KWKW, which broadcasts 24
hours a day in Spanish. The consul generals
of Mexico and other Latin American coun-
tries, the heads of a number of civic organ-
izations and many Los Angeles broadcast-
ers attended the dinner, held at Casa La
Golondrina.
Gervan Named as President
Of Northeast, RRN Operator
R. Bruce Gervan, vice president of
Northeast Radio Corp., Ithaca, N. Y., oper-
ator of the Rural Radio Network, has
stepped up to presidency of Northeast, it
has been announced. Former general man-
ager of RRN from 1947-49, Mr. Gervan
succeeds Charles L. Dickinson, resigned.
H. Stilwell Brown, continuing as network
manager, also has been named Northeast
vice president. Ronald N. Goddard of Dry-
den, N. Y., was elected director, replacing
C. Edwin Dayton, resigned.
Rural Radio Network operates five New
York fm stations and serves four fm and
20 am affiliates in that state and Pennsyl-
vania. Owned stations are WRRA (FM)
Ithaca, WRRL (FM) Wethersfield, WRRE
(FM) Bristol Center, WRRD (FM) De-
Ruyter and WRRC (FM) Cherry Valley.
WGN-TV Cuts Commercial Quota
A new policy for reducing the number of
commercial participations on all sponsored
feature film programs on WGN-TV Chicago
is being announced today (Monday) by
Ward L. Quaal, vice president and general
manager of WGN Inc. (WGN-AM-TV) ,
a more restrictive approach to that type of
programming than the NARTB Television
Code takes.
Starting this week the Chicago Tribune
an apple for the sponsor, too!
Miss Sally's Romper Room, delight of the small fry set in
Washington, is the apple of the advertiser's eye, too . . .
because it produces rich fruits in the way of adult response,
by way of moppet demand. Romper
Room (11 a.m. to noon
weekdays) has room for a
few more apple-seeking
advertisers who
want results.
i
real lively daytime programming
wmal-tv I Q
maximum power on channel 7 WASHINGTON, D.C.
AN EVENING STAR STATION / Represented by H-R Television, Inc.
MR. CARPENTER
Page 74 • December 16, 1957
station will reduce by one-third the number
of announcements allowable under the
NARTB Tv Code for its full-length motion
pictures sponsored on a participating basis.
Commercial breaks will be determined by
the story line at approximately 15-minute
intervals — probably two minutes per quarter
hour instead of the present formula of one
commercial per five minutes.
Carpenter Forms Firm to Enter
Radio-Tv Station Brokerage
Robert W. Carpenter, former station re-
lations vice president of Mutual, is going
into the radio and television station brok-
erage business. He
is announcing today
(Monday) the for-
mation of Robert
Carpenter Enter-
prises Inc. for that
purpose. His offices
are at 527 Madison
Ave., New York.
Mr. Carpenter re-
signed from Mutual
a few months ago
after 12 years as an
MBS station rela-
tions executive and nine years in various
phases of radio with CBS. He joined CBS in
1934 as an accountant and subsequently
served with WBT Charlotte, then owned by
CBS, and with the network's KMOX St.
Louis. After wartime service with the Amer-
ican Red Cross in 1943-45, he moved to
Mutual's station relations department, serv-
ing successfully as southwestern manager,
eastern manager, assistant director, director
and vice president in charge.
KIVA (TV) Power, Studio Plans
To Cost $200,000 If Authorized
A $200,000 improvement program for
KIVA (TV) Yuma, Ariz., has been an-
nounced by Harry C. Butcher, president
(also owner of KIST Santa Barbara, Calif.)
FCC applications have been filed and
orders placed for: maximum power, 316 kw
(ch. 11 KIVA operates at present with
28.8 kw); increased antenna height; new
film, slide and camera equipment to re-
equip the station's main studio; a new aux-
iliary studio and office for the California
Imperial Valley, and network color modifica-
tions to the transmitter and microwave
circuits.
If the KIVA requests get FCC approval,
work will be undertaken for completion
during the winter, Mr. Butcher said. The
proposed auxiliary studio would be located
between El Centra and Brawley, both Cali-
fornia. Target date is May I.
Wurster Heads Pearson in S. F.
F. A. (Mike) Wurster, John E. Pearson
Co., station representative, succeeds Martin
Percival, resigned, as manager of the San
Francisco office. Mr. Wurster has been in
the New York office for two years and prior
to that was with BBDO. Sue Masterson
remains as secretary and assistant to the
manager in San Francisco.
Broadcasting
The man who
has everything,
goatee,
orange thunderbird,
ancestry,
and 32.2%*
of Omaha's radio audience
He's Henry Busse, Jr., and in his own
unique way he's typical of the personalities
who make KOWH a dominant daytime
first, per Pulse . . . and Trendex.
And KOWH has been in the upper
reaches of Omaha audience shares for 71
months now. Give yourself everything you
need to succeed in Omaha radio: KOWH
(good coverage too, on 660 kc).
* average of his M hour shares, 4 p.m. — 6 p.m., Pulse,
Sept. 1957
fill
OMAHA
Represented by Adam Young Inc.
Broadcasting
December 16. 1957 • Page 75
STATIONS CONTINUED
DATELINES
Newsworthy News Coverage by Radio and Tv
CAPE CANAVERAL • WTVT (TV) Tam-
pa-St. Petersburg, Fla., aired 400 feet of
film on the explosion of the Vanguard mis-
sile one hour and 50 minutes after the
earth satellite burst into flames Dec. 6 at
Cape Canaveral, Fla., 110 miles from the
station. Roger Sharp, a WTVT newscaster,
and a two-man camera crew had been re-
cording the preliminaries of the attempted
launching for three weeks prior to the target
date. They covered the explosion from four
miles away and rushed the film to WTVT
by chartered plane. WTVT supplied prints
for stations in New York, Oklahoma City,
New Orleans, Montgomery, Louisville and
Miami in time for newscasts that same day.
WMFJ Daytona Beach, Fla., claims it
carried news of the Dec. 4 cancellation of
the Vanguard missile firing 24 minutes be-
fore national media made any announce-
ment of it. WMFJ stationed correspondents
on the beach and a Civil Air Patrol mem-
ber, who was flying in the safe zone in that
area, provided coverage via land and air.
Bob Lape, news director of WICE Prov-
idence, R. I., was on hand to cover the
Vanguard mis-fire for his station and its
affiliated WCUE Akron, Ohio, and gave
25 direct reports by beeper phone to both
outlets within five days. In addition to news
reports of the missile's progress, he inter-
viewed J. Paul Walsh, deputy director of
Project Vanguard and featured a tape re-
cording of a count-down from the control
center prior to the firing.
PHOENIX • In the past, KRUX Phoenix'
stringer service has brought news tips from
far corners of the country, but last week,
it went international. Actor Barry Sullivan
called KRUX from London and gave an on-
the-spot report of the disastrous British train
smashup that reportedly claimed 100 lives.
He gave full details of the wreck and side-
lights on the weather, which was a con-
tributing factor to the accident.
NUREMBERG • In an effort to give "the
best possible coverage" to Baltimore and
the state of Maryland, personnel of WBAL-
AM-TV Baltimore traveled 3,000 miles last
week. They flew to Nuremberg, Germany,
with the Maryland 2nd Armored Cavalry
Regiment. The coverage began at Fort
Meade, Md., where the regiment was sta-
tioned, and featured interviews, film reports
and tape recordings. The programs from
Germany are scheduled to be flown to
Baltimore on Air Force planes. In addition
to these, the stations plan to record Christ-
mas messages from Marylanders stationed
in Europe. They also hoped to be able to
cover the U. of Maryland extension center
in Munich.
CLEVELAND • George Grant, newsreel
manager for WEWS (TV) Cleveland's
John B. Hughes and the News, spent a
hectic day last week when he covered as-
signments that took him from Cleveland to
Cape Canaveral, Fla., back to Cleveland
and then to New Brunswick, Canada, all
within a 24-hour period. After covering the
Vanguard missile project, he returned to
WEWS and immediately was sent to Fred-
erickton, N. B., on a "mercy" trip to a 15-
year-old boy dying of leukemia. The boy is
a fan of the Cleveland Barons hockey team
so Mr. Grant filmed personal get well mes-
sages from the Barons, in addition to films of
the team in action. He took these to the
boy, along with an autographed hockey
stick and puck.
KABC's Pace Realigns Staff;
More Changes Anticipated
John H. Pace, who left the post of execu-
tive vice president of Public Radio Corp.
(KAKC Tulsa and KIOA Des Moines) to
become general manager of ABN-owned
KABC Los Angeles Dec. 1 [Stations, Nov.
1 1], has lost no time in starting to revamp
the station's operations in line with the net-
work's music-and-news programming. First
step was to bring in Roy Cordell, station
manager of KIOA, as commercial manager
of KABC, replacing Bill Baxley. Second, was
to notify four of the station's producers —
Tom Baxter, Ken Manson, Frank Morris
and Ted Toll — that their services would not
be required when the new KABC program
structure goes into effect about the first of
the year.
Before then, other changes are anticipated,
but what they will be, Mr. Pace is not saying.
His only statement is that when his plans
have crystalized, probably by the end of
1957, he will announce them in detail. Mr.
Pace, who also has become managing direc-
tor of KGO, ABN-owned station in San
Francisco, spent the first part of last week in
that city, but by week's end had made no
comment on what changes, if any, he plans
for KGO.
SATCHMO'S STORY
NEW YORK — Louis (Satchmo) Arm-
strong, jazzman-statesman and some-
time political commentator, will never
make it as a newsman, if success de-
pends on the impromptu report he
gave WDAF-AM-TV Kansas City last
week on the New York subway strike.
At the time, it seemed like a good
idea to News Editor Randall Jessee
of the Kansas City stations to try for
a taped interview from a strikebound
commuter. So he had staffer Walt
Bodine put through a call to Hurley's,
a downtown New York bar said to
be frequented by NBC people. When
the first patron he contacted had little
to say, Mr. Bodine asked him to put
another customer on the line. It turned
out to be the trumDeter.
"Subway strike? Man, don't worry
'bout that none. It ain't hardly no
bother at all. I'm just runnin' around
today in my wife's little ol' beat-up
Cadillac. Don't worry, man. Every-
thing's gonna be all right. . . ." Mr.
Armstrong ran on volubly about his
latest record release, the NATO con-
ference, the general situation in Hur-
ley's and "everything, in fact, but the
subway strike," according to the
WDAF account.
New Station Rep Firm Formed
A new station representative firm, Major
Market Radio Representatives, has been
formed with offices at 7 Central Park West,
New York; Fairmont Hotel, San Francisco,
and 1441 N. McCadden Place, Hollywood.
Initially, the firm represents three Elroy J.
McCaw stations— WINS New York, KYA
San Francisco and KDAY Los Angeles.
THE satellite tracking system built by KBET-TV Sacramento, Calif., awaits the next
U. S. attempt at satellite launching to start feeding information back to the Naval
Research Centre in Washington. KBET-TV, the only commercial tv outlet among
the dozen tracking stations around the country, volunteered to serve and rushed
construction of special equipment in the mountains near El Dorado, Calif., to be
ready for the unsuccessful launching Dec. 6 at Cape Canaveral, Fla. Shown above
is half of the system of two antennas, each made up of 16 dipoles. The equip-
ment must be highly sensitive to pick up the projected U. S. satellite's low-power
signal, which unlike the sputnik signals, will not come in on ham sets, according to
reports. KHMO Hannibal, Mo., also is operating a satellite tracking station.
Page 76 • December 16, 1957
Broadcasting
when its a question of
BUDGET
WVNJ will deliver 1000 families for just 31c.
That's by far the most economical buy you can make in this market.
You'll get blanket coverage, too, because WVNJ delivers almost twice the
listeners of the next two radio stations broadcasting from New Jersey.
*Source— Hooperatings Jan. ■ Feb. — New Jersey.
Chances are it will be even less than 31c as time goes by
because WVNJ is attracting more listeners than any other radio station in
the area. It's no secret how we do it. Superb new programming (we play
just Great Albums of Music from sign on to sign off) plus the heaviest
consumer advertising schedule- of any independent radio station in America.
When it's a question of budget — your money buys the most on WVNJ.
Represented by:
Broadcast Times Sales
New York OX 7-1696
WVN
W W W ■ ^ MP Newark, New Jersey
RADIO STATION OF lite &ctoark Pettis
ROADCASTING
December 16, 1957 • Page 77
$
...save as much as
250,000 per station !
MULTIPLE ANTENNAS . . .
MULTIPLE ADVANTAGES I
The RCA "Candelabra" represents a new approach
to TV antenna design and gives broadcasters, who
desire the same antenna location, many advantages.
The tremendous savings of a common tower and
single-site erection are combined with the benefits of
equal height and a simplified transmission line instal-
lation. Through this design, maximum height attain-
able under aeronautical regulations may be achieved
for both antennas.
$250,000 SAVINGS PER STATION
In the first application of the "candelabra" design
(left), the cost of the complete installation was con-
siderably less than two separate installations. The
saving to each station was estimated at $250,000 — a
total of a half million for the two !
TW0-IN-0NE, THREE-IN-ONE DESIGNS
In the design illustrated at left, the RCA antennas
occupy two of the corners of a single triangular plat-
form, made to fit the tower's cross-sectional pattern.
A counter-weight occupies the third corner. In other
designs (see right), three antennas can occupy the
one platform, or any arrangement that can serve
efficiently will be provided.
OTHER ADVANTAGEOUS FEATURES
RCA antennas are designed for top performance.
Elevators are provided for carrying personnel up the
tower. Catwalks run out from elevator landing in
center of platform to all three corners for necessary
maintenance. Construction is carefully suited to
geographical location and terrain.
In the design above, three antennas occupy all of the corners, thus
spreading the cost of the complete installation over three stations.
Why not look into the possibilities of a multiple antenna
installation for the benefit of your station ? Your RCA Broad-
cast Representative will be glad to answer questions about
television antennas and show you how RCA can provide the
kind you need. In Canada: RCA VICTOR Company
Limited, Montreal.
Tmk(s) ®
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT
CAMDEN, N. J.
NOW TOPS
82 MAJOR
mi
WmSm
TH
ouutt-
Illinois' No. 1 market, outside Chicago,
is prosperous Peoria area— where your
TV commercials have greater impact than
in New York, Los Angeles, Philadelphia,
St. Louis or 78 other big TV market areas!
Sets-in-use actually average 30.4% —
sign-on to sign-off— one of the nation's
most phenomenal ratings! (ARB Jan., Feb.,
Mar., '57)
And in this No. 1 market, there's a No.
1 station— with the top programs, the top
power (500,000 watts), the top tower (660
feet) and the top ratings:
AVERAGE RATINGS
QUARTER-HOUR
DOMINATION
WTVH
Station B
WTVH
Station B
Morning
9.1
7.2
71
38
Afternoon
12.1
11.2
87
75
Evening
30.1
21.5
133
33
(ARB 3/57)
PEORIA, ILLINOIS
EOW. PSTRY & CO.
NATIONAL UPS
STATIONS CONTINUED
CHANGING HANDS
ANNOUNCED
The following sales of
station interests were
announced last week. All are subject to
FCC approval.
KPLC-AM-TV LAKE CHARLES, LA. •
Sold to T. B. Lanford, currently 33V3%
owner of stations, by R. M. Dean and the
Viola Dean trust for $322,000. Mr. Lan-
ford will own 66% % of station; Louis M.
Sepaugh will retain 33%% interest. Mr.
Lanford owns KRMD-AM-FM Shreveport
and KALB-AM-FM Alexandria, both Lou-
isiana; 98% of KRRV Sherman, Tex.; 50%
of KALB-TV, and both he and Mr. Sepaugh
each own 13.8% of WSLI-WJTV (TV) Jack-
son, Miss. KPLC, affiliated with NBC, op-
erates on 1470 kc with 5 kw day, 1 kw
night; KPLC-TV is on ch. 7 and affiliated
with both ABC and NBC.
KDON SALINAS, CALIF. • Sold to
Richard Bott, assistant manager of KSAN-
AM-TV San Francisco, by Clark Fee and
Glenn Stadler (KDON Inc.) for $260,000.
KDON operates on 1460 kc with 5 kw. The
transaction was handled by Hamilton,
Stubblefield, Twining & Assoc.
KPLA (FM) LOS ANGELES, CALIF. •
Seventy-five percent interest sold to John H.
Poole, president of KBIG Avalon, Calif., by
Don Martin for $100,000. KPLA operates
on 104.3 mc with 7.1 kw.
KEAR (FM) SAN FRANCISCO, CALIF. •
Sold to Harry H. Nasburg, publisher of The
Argonaut, for $100,000 by Stephen A.
Cisler and S. A. Shuman (Fidelity Radio
Inc.). KEAR operates on 97.3 mc with 10
kw.
KFDA-AM-TV AMARILLO, TEX., • Re-
linquishment of 25% interest in both sta-
tions by Charles B. Jordan for sole owner-
ship of KFDA by Mr. Jordan and of
KFDA-TV by Amarillo Broadcasting Co.
(Texas State Network). KFDA operates on
1440 kc with 5 kw day and 1 kw night,
is an ABC affiliate. KFDA-TV in on ch. 10
and has CBS and ABC affiliation.
APPROVED
The following transfers of
station interests were ap-
proved by the FCC last week. For other
broadcast actions see For the Record,
page 107.
KCOP (TV) LOS ANGELES, CALIF. •
Sold to KCOP Television Inc. (Harry L.
[Bing] Crosby Jr., Kenyon Brown, George
L. Coleman and Joseph A. Thomas, each
25%) by The Copley Press Inc. for $4 mil-
lion. Mr. Crosby owns 6.12% interest in
KGLC Miami, Oklahoma, and is vice presi-
dent and 25% owner of KFEQ-AM-TV St.
Joseph, Mo. Kenyon Brown is 49.99%
owner of KANS Wichita, Kansas, president
and 25% owner of KFEQ-AM-TV, licensee
of KLYN Amarillo, Texas, vice president
and 22.15% owner of KGLC, licensee of
KWFT Wichita Falls, Texas. Mr. Coleman
is vice president and 25% owner of KFEQ-
AM-TV, has interest in KGLC. Mr. Thomas
TRACK RECORD ON STATION SALES, APPROVALS
MR. BROWN
MR. CROSBY
Page 80
December 16, 1957
has 25% interest in KFEQ-AM-TV. KCOP
(TV) is on ch. 13. The transaction was
handled by Hamilton, Stubblefield, Twining
& Assoc. Following a protest by the Na-
tional Assn. 'for Better Radio and Tv, the
FCC received from KCOP Tv Inc. amend-
ments to its proposed program schedule
[Government, Dec. 2].
WDIA MEMPHIS, TENN. • Sold to WDIA
Inc. (Egmont Sonderling, 25%, Richard
Goodman, 55%, and Mason Loundy, 20%)
by John R. Pepper and E. R. Ferguson for
$1 million. The new owners control WOPA-
AM-FM Oak Park, 111., and KXEL Water-
loo, Iowa. WDIA operates on 1070 kc with
50 kw day and 5 kw night.
KGEO-TV ENID, OKLA. • Sold to Louis
E. Caster and Ashley L. Robison by P. R.
Banta and associates for $957,440 plus as-
sumption of $503,885 in liabilities. Mr.
Robison is 75% owner of KOVO Provo,
Utah, 15% stockholder in group which re-
cently purchased WREX-TV Rockford, 111.,
and 9% owner of KB YE Oklahoma City,
Okla. Mr. Caster is 50% partner in applica-
tion for tv station in Duluth, Minn. KGEO-
TV is on ch. 5 and affiliated with ABC.
WOBS JACKSONVILLE, FLA. • Sold to
Mel-Lin Inc. (Simpson R. Walker Jr., pres-
ident, interest in WSTN St. Augustine, Fla.)
by Rounsaville of Charlotte Inc. for $500,-
000. WOBS operates on 1360 kc with 5 kw
day. (See approval of WMRY New Orleans,
La., below.)
WMRY NEW ORLEANS, LA. • Sold to
Rounsaville of New Orleans by Southland
Broadcasting Co. for $250,000, on the con-
dition that the assignment not be consum-
mated until the assignment of license of
WOBS Jacksonville, Fla. (see above), from
Rounsaville of Charlotte Inc. to Mel-Lin
Inc. has been consummated. Sole owner is
Robert W. Rounsaville, who also owns
WQXI Atlanta, Ga., WCIN Cincinnati,
Ohio, WIOK Tampa, Fla., WMBM Miami
Beach, WLOU Louisville, Ky., WSOK
Nashville, Tenn., WATL-TV Atlanta,
WQXL-TV Louisville and WQXN-TV Cin-
cinnati. WMRY operates on 600 kc with
1 kw.
KITO SAN BERNARDINO, CALIF. •
Sold to Radio Assoc. Inc. (Marshall S. Neal,
president) by Frank Oxarart and others for
$200,000, conditioned that the assignment of
license not be consummated until such time
Broadcasting
IN RALEIGH - DURHAM
WRAL-TV
DELIVERS FROM SIGN-ON TO SIGN-OFF
REPRESENTED BY H-R TELEVISION, INC.
Broadcasting
December 16, 1957 • Page 81
STATIONS
CONTINUED
as KITO is rebuilt and operating in accord-
ance with the terms of its regular license.
Buyers are associated with KWKW Pasa-
dena, Calif. KITO operates on 1290 kc
with 5 kw and is affiliated with ABC.
WMFD-TV WILMINGTON, N. C. • Sixty
percent interest sold to WNCT (TV) Green-
ville. N. C., and James W. Jackson by
Richard A. and Louise M. Dunlea for
$153,850. WNCT will own 49%; Mr.
Jackson, 11%. WNCT (TV) is owned by
Earl McD. Westbrook, 27%, Josh Home,
5%, Herbert Brauff, 10%, Penn Watson,
10%, and others. Mr. Home is publisher of
Rocky Mount (N. C.) Telegram; Mr.
Brauff. of the Wilson (N. C.) Times.
WMFD-TV operates on ch. 6 and is affili-
ated with all three tv networks. WNCT will
drop its application for Wilmington's ch. 3,
leaving United Broadcasting (Richard
Eaton) and WGNI Wilmington battling for
the frequency.
WVLN-AM-FM OLNEY, ILL. • Sold to
111. Broadcasting Co. by Olney Broadcasting
Co. for $95,000. 111. Broadcasting is owned
by Lindsay-Schaub Newspapers Inc., De-
catur, 111., which owns WSOY-AM-FM
Decatur, 111., WSEI (FM) Effingham, 111.,
and has 20% interest in WCIA (TV) Cham-
paign, 111. WVLN operates on 740 kc with
250 w day, WVLN-FM on 92.9 mc with
18.5 kw.
WGKV CHARLESTON, W. VA. • Sold
to Joseph L. Brechner by Walter and Jacob
Evans for $77,500. Mr. Brechner has an
interest in WLOF-AM-FM-TV Orlando.
Fla.; WERC Erie, Pa., and only recently
sold his interest in WGAY-AM-FM Silver
Spring, Md. WGKV operates on 1490 kc
with 250 w and is affiliated with NBC.
KRSD-TV to Be NBC-TV Primary
KRSD-TV Rapid City, S. D., will become
a primary affiliate of NBC-TV Jan. 1, it
was announced last week by Harry Bannis-
ter, vice president of station relations for
NBC. The station, which becomes NBC-
TV's 196th affiliate, presently is completing
construction of another outlet in Deadwood,
N. D., which will operate as a satellite.
KRSD-TV is owned by John, Eli and Harry
Daniels of the Heart of the Black Hills
Stations and is assigned ch. 7.
WEEI Tests New Power Unit
WEEI Boston tested its new emergency
power unit, fueled by city gas, during the
Conelrad alerts Dec. 4 and Dec. 9 and re-
ports perfect performance. It was the first
run for the new station gear, Onan's 35KVA
unit, which puts out enough power to keep
the signal on the air at full strength, with
enough left over for indoor and outdoor
illumination, blower fans, the heating sys-
tem and electric appliances.
When it installed new emergency gen-
erating equipment at the transmitter site
in Medford, Mass., WEEI chose city gas
power because its underground distribution
made it less susceptible to interruption than
other sources, and it required no storage
space.
PROGRAM SERVICES
HUROK, TALENT LIST TO SKIATRON
• Fox names impresario to Skiatron post in 10-year deal
• Promised to firm's pay viewers: better, cheaper shows
Assuming the city councils of Los Angeles
and San Francisco permit the "entry" of
Matthew Fox's Skiatron Tv wired-decoder
system by April 1958, west coast viewers
will be in for some star-spangled entertain-
ment. So declares impresario Sol Hurok,
whose appointment as head of Skiatron Tv's
cultural entertainment division was an-
nounced last week by Mr. Fox.
Although Mr. Fox earlier had detailed
the technical aspects of his operation in an
exclusive interview [Special Report on
Pay Tv, Aug. 26], he now has come out with
some specific programming plans. At a
special news conference last Tuesday in
New York, Mr. Fox and Mr. Hurok both
spelled out their hopes for pay tv as it
would affect potential Skiatron subscribers.
• With the signing of Mr. Hurok to an
exclusive 10-year pact, the firm is "guaran-
teed" the services of most of Mr. Hurok's
stable of talent, including such names as
Jan Peerce, Marian Anderson, Andres Se-
govia, Artur Rubinstein, Nathan Milstein,
Blanche Thebom. the Royal Ballet (formerly
Sadler's Wells), Chicago Symphony Orches-
tra, Vienna Choir Boys, the Melachrino
Strings and other artists of the concert
and theatre.
• Their appearance on toll television,
according to claims, means that U. S.
viewers for "the first time" will receive un-
diluted and uncut versions of the world's
great musical and theatrical masterpieces.
• The public will be able to see these
stellar attractions for "roughly 25%" of
what it now costs an average theatregoer
in terms of tickets and "marginal expenses,"
that is, transportation, baby-sitters, etc. "In
fact," said Mr. Fox, "we can assure our
subscribers that for a family they will pay
less than it would cost them for one ticket
to see, say, England's "Old Vic." Further-
more, Skiatron will not arbitrarily impose a
flat subscription fee, but instead will price
admission on determination of the show's
overall cost. Mr. Fox, however, did not
hold out any hope that subscription costs
would come down as subscription audiences
grow. "It costs us roughly the same to in-
stall a Skiatron system for one family as it
would for 30,000 viewers. Initially, our
profits will be small."
• Skiatron hopes to recoup its expected
initial losses and at the same time build up a
library of either color film or color tape
of "the world's greatest talents" by keeping
live programming down to a minimum as
its market grows, and by replaying "some
of the memorable programs" for its new
audiences.
Both Messrs. Hurok and Fox were quite
vehement on the "propaganda" screen
thrown up by commercial tv networks and
theatre exhibitors which, Mr. Fox said,
maintain — "misleadingly so" — that pay-tv
will ask Americans to pay for something
they now get free.
Said Mr. Fox: "We will not present any
attraction that the public is not willing to
pay for . . . We will offer events and enter-
tainment which up to now could only be
seen in a theatre, opera house, stadium,
arena or auditorium . . . box office attrac-
tions for which the public is currently pay-
ing an admission price."
Added Mr. Hurok, who has in the past
two seasons produced several NBC-TV
spectaculars: "Nor will we arbitrarily cut
these productions to fit certain restricted
time segments." Mr. Hurok recalled that
he had "the misfortune" of "once having to
cut 'Romeo and Juliet' — a three-hour play
MR. HUROK
MR. FOX
Page 82
December 16, 1957
■ — to 70 minutes for 'free' tv, and on top of
that I had to find places throughout what
was left of Shakespeare to insert mood-
shattering commercials." He felt the nation
has begun to appreciate "better things" but
that the networks have failed to provide
"better things" because they "assumed" that
only "a million or so Americans" care
enough. Mr. Fox interjected that Skiatron
will "prove once and for all that culture
need not be synonymous with long hair."
Mr. Hurok, though some of his talent may
now be committed to appear on the com-
mercial networks, is "through" with com-
mercial television. His involvement with
Skiatron, however, will in no way affect the
careers of his talent, "which may wish to
appear on free tv." In fact, he would en-
courage them to do so since it would afford
them "greater exposure" to "our future
patrons." He felt that from a strict earnings
standpoint, most of his talent "welcomed
the opportunity" of appearing on Skiatron
since they would not only be assured of
substantially higher fees but of subsequent
royalties based on playbacks of their pro-
grams. Asked about the status of singer
Patrice Munsel, a Hurok client and now on
ABC-TV, Mr. Hurok explained that she is
under no network contract and "probably
her show won't last that long."
Commented Mr. Fox: "This is really a
poor man's medium — the amount of money
a viewing family will save per month by
staying in to see what they formerly would
go out [to see] will represent a tremendous
saving." He felt that the basic economics of
pay-tv are "yet to be developed" but "that
somebody has to lay the groundwork."
He also touched upon his "opposition,"
notably from rival pay-tv firms and the
theatre exhibitors who envision the advent
Broadcasting
CO*
4 - ^
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< , ■ 1
It's all in a day's work of buying and selling
local radio and television time. And it's why
Nielsen Station Index gives you both
Station-Total and Metro -Area facts
NSI Station -Total Audiences
( counting all the homes tuned in,
regardless of their location )
For cost -per -thousand appraisals . . . multi-
market campaigns... local radio or tv effort
needing the full reach of the stations...
NSI Station-Total data
are indispensable.
NSI Metro- Area* Audiences
( reporting the intensive
market area )
For matching radio or tv to brand needs...
appraising brand impact against competition
...measuring "inner area" campaigns...
NSI Metro-Area data
are indispensable.
Each is essential; neither is sufficient by itself. You need both Station -Total and
Metro- Area data for profitable time buying and selling. The Nielsen Station Index
gives you both, in their full dimensions:
0 Homes reached cumulatively in a month
(and in a week, for the weekly radio strips)
[> Quarter hours received per home
(for weight of impact)
[> Per-broadcast audience facts
(for station time period comparisons)
Only the Nielsen Station Index regularly reports both Station-Total and Metro-
Area Audiences... in the full dimensions of radio and television.
*The accepted U.S. Census -defined Metropolitan Marketing Areas.
Comparisons with other major marketing areas are available on request.
Nielsen Station Index - °f ^ A.C. Nielsen Company
2101 Howard Street, Chicago 45, Illinois-HOllycourt 5-4400
. wire ... or write today for all the facts
Call .
Chicago 1, Illinois
360 N. Michigan Ave.-FRanklin 2-3810
New York 36, New York
500 Fifth Ave.-PEnnsylvania 6-2850
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tfCXK ROBERT 0 IEXIS
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Broadcasting
December 16, 1957 • Page 83
PROGRAM SERVICES continued
TRADE ASSNS.
of pay-tv as a direct threat to their existence.
"The theatre owners have got their heads in
the sand. . . . They just don't seem to
realize that the past seven or eight years
have witnessed a great social upheaval in
American entertainment." He said that
Skiatron would not try to "beat out" any
exhibitor in the showing of motion picture
film, that Skiatron would enter into the bid-
ding with the theatre owners for theatrical
first run films and that, "both of us could
show the same picture at the same time . . .
but of course we would probably show it
cheaper." Nor will Skiatron try to put its
competitors in pay-tv out of business. "As a
matter of fact," Mr. Fox declared, "we will
even lease our product to rival firms."
Asked to comment on charges that when
Skiatron becomes fully grown it will "go
commercial," Mr. Fox "promised" that "so
long as I have something to do with this
company, Skiatron will not show com-
mercials. We don't subscribe to asking for
double payment."
Mr. Fox also touched upon his recent
contract with Rediffusion Ltd., London,
whose terms call for the use of Rediffusion's
"technical know-how" in developing the
Skiatron system in the Western Hemisphere.
The 21 -year agreement is "in no way con-
flicting" with the work of Skiatron Elec-
tronics, parent firm of Skiatron Tv, and has
met with "the complete endorsement" of
Skiatron President Arthur Levey. Rediffu-
sion, a toll tv pioneer, already has established
pay-tv operations "profitably" in 35 cities
throughout the world and "with their techni-
cal operations coordinated with our own
engineers," Mr. Fox asserted, "Skiatron is
now free to establish franchises with local
operators for joint development of subscrib-
ers in their specific areas and concentrate on
the acquisition and development of pro-
gramming."
Asked to detail some of the programs he
and Mr. Hurok already have prepared, Mr.
Fox demurred, saying, "Why should we
make them public now? It would just tip off
the networks who would rush out, sign the
talent and air it, then say, 'See, we're giving
it to you for free.' "
UP Offers Tv Review Column
The United Press began feeding its first
tv review column on its wire last week.
UP's reviewer is William Ewald, who will
be writing for afternoon newspapers Mon-
day through Friday. Mr. Ewald has been
writing a special tv-radio news column for
UP for the past two and a half years. UP al-
so will continue to carry personality features
about tv performers six days weekly for
afternoon papers, four to be written by Ver-
non Scott who is in Hollywood and two by
Fred Danzig in New York.
Phoenix Outlets Oppose Pay Tv
A hearing was held Thursday before Mar-
icopa County Board of Supervisors, Phoe-
nix, Ariz., on the application of Direct Wire
Service for a wired television franchise in
the county. The firm recently was granted
a certificate by the Arizona Corporation
Commission to operate a toll television sys-
tem as a public utility in Maricopa County.
Metropolitan Phoenix Broadcasters Assn.
is considering ways of meeting this poten-
tial competition. Tom Chauncey, KOOL-
TV, said the city's broadcasters held a meet-
ing Dec. 5 to consider plans.
C & C TV Offered Option
To Buy Skiatron Tv Control
An offer to C & C Television Corp., New
York, of an option to acquire 87 Vz % of
the capital stock of Skiatron Tv Inc. and
Skiatron International Corp. has been made
by Matthew Fox, president of and a sub-
stantial stockholder in C & C Television
and the Skiatron companies.
The latter organizations hold world-wide
rights to a subscription tv system as per-
petual licensees of Skiatron Electronics &
Television Corp., New York. The terms
upon which the option may be exercised
will be submitted to C & C Tv stockholders
at the company's annual meeting next spring.
If the option arrangement is approved by
stockholders, it would last until 1961.
L. A. Council May Approve
Wired Pay Tv This Week
The Los Angeles City Council this week
may take the final step necessary to author-
ize the installation of closed circuit toll tv
within the city. Or it may not.
In October, after months of deliberation,
the council granted franchises to three ap-
plicants for toll tv systems [Program Serv-
ices, Oct. 21]. In November, the city at-
torney's office accepted bonds of $100,000
each from two of the applicants — Skiatron
Tv Inc., and (jointly) Fox West Coast
Theatres and International Telemeter Corp.
[Program Services, Dec. 2]. On Dec. 3,
the council heard the first reading of a city
ordinance that would put these two fran-
chises into effect [Program Services, Dec.
91
Last Tuesday the ordinance was to have
been read for the second time. Instead, the
council voted to postpone the reading for
three months. This would have meant that
no installation could be started before mid-
March at the earliest — far too late to pro-
vide even token service by the opening of
the 1958 baseball season in April.
Jerome Doff, vice president of Skiatron,
which reportedly has an agreement for ex-
clusive telecasting rights to the games of the
Los Angeles Dodgers for the 1958 season,
appeared before the council on Wednesday
and assured members that toll tv would
provide new programming and would not
deprive citizens of programs now seen on
free tv without payment by set owners. The
council then voted to shorten the delay from
three months to one week and to schedule
the final reading of the ordinance for this
Wednesday.
Capitol Records Buys Angel
Capitol Records Inc. has purchased Angel
Records from Electric and Musical Indus-
tries Ltd. of England for an undisclosed
sum. The transaction was announced by
Glenn E. Wallichs, Capitol president. Angel
Records is the American subsidiary of the
British recording firm.
TVB TELLS 1 ,700
OF TV'S MERITS
• 'Vision of Television' lauded
• N. Y. official sees 'Tv City7
An estimated 1,700 advertiser, agency
and television people watched and ap-
plauded Television Bureau of Advertising's
"Vision of Television" presentation at a
breakfast meeting at New York's Waldorf-
Astoria Hotel last Tuesday.
They also heard a New York City official
promise that New York "will remain the
television capital of the world and we in
city government stand ready to work with
you to maintain this end."
Welcoming the New York group, William
R. Peer, executive secretary to Mayor
Robert F. Wagner, scoffed at oft-circulated
talk that tv production is moving from New
York to Hollywood. "They may have one
of our baseball teams," he said, "but they
don't and won't have tv. . . . We in New
York plan to keep the title, the business and
the heart of television right here." He con-
tinued:
"The truth is that New York has every
intention of maintaining its leadership in
this great industry. . . . We want you here
and we firmly believe that you want to stay.
To this end we shall do everything in our
power to meet your desire. . . . Television
production and sales have centered here,
increased in recent years, reaching an all-
time high last year. I don't think that it is
too far-fetched, to keep this spiral turning
upwards, to envision one all-inclusive tele-
vision city. A city within the greatest city,
large enough to house all needed facilities
for now and the future — the city within
New York that television built."
TvB's cellomatic presentation, updated
since its showing in Chicago late last month
[Trade Assns., Nov. 25], was to be dis-
played for Philadelphia advertising and tv
executives last Friday.
It makes the point not only that television
provides greater coverage at less cost than
print media, but also that people who spend
the most time with television also spend
more for advertisers' goods and services.
Research, the presentation notes, has
shown repeatedly that "the homes that view
the most, buy the most . . . drive their cars
the most . . . smoke the most cigarettes . . .
drink the most frozen juices . . . drink the
most beer . . . plan to buy the most electrical
appliances. . . ."
Comparing tv commercials with news-
paper ads, TvB President Norman E. Cash
— who with TvB salesman John Sheehan
conducted the presentation — said, "We esti-
mate that the average 20-second television
spot gives you four full television pages.
The average minute commercial gives you
up to 10 television pages. Thus, when the
average full-page newspaper ad requires
only five or six television pages to show the
same thing, you have other space, extra
space, on television . . . with sound on top
of picture."
Mr. Cash answered the complaint that
"tv's fine, but I need color." Color is indeed
Page 84 • December 16, 1957
Broadcasting
Niagara Falls Machinist says:
"I'm right there! I see how
much research, skill and plain
hard work goes into today's
top products . . .
I'm always satisfied most
with a Brand that's made a
Name for itself!"
MANUFACTURER: "I'm satisfied it's the
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That's the only way to win satisfied customers —
with a top quality product. And, that's the way
DEALER: "I know I
isfied. That's the w
They offer the late
choice. Name bran<
rybo'dya
j Brand Names
Foundation
u
"1 BOUGHT IT"
CUSTOMER: "I'm satisfied it's the best for
my money. I'd be lost without brand names to
guide me. My wife and I can even order by
phone without taking any risk. We know we're
getting what we want."
serve the public
provements, the 1
-ieties, the best values.
THE BRANDS YOU SEE ADVERTISED IN THIS MAGAZINE ARE NAMES YOU CAN TRUST!
They stand firmly behind every product and claim they make.
BRAND NAMES FOUNDATION, INC. • 437 FIFTH AVENUE, NEW YORK 16, N. Y.
BROADCASTING
I THE BUSINESS WEEKLY OF TELEVISION AND RADIO
1735 DeSales Street, N.W., Washington, D. C.
A member of the Audit Bureau of Circulations
Broadcasting
December 16, 1957 • Page 85
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Provides Fast Set-Up and
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Transmitter RF Head
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Philco TLR-5 Microwave provides
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signals . . . plus 15KC audio channel.
Here is a completely modern micro-
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thoroughly dependable, remote TV
operation. The TLR-5 delivers one full
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in rapid system check-out for fast,
on-the-spot operation.
Philco TLR-5 systems are available
for Common Carrier and S-T-L bands.
High video signal-to-noise ratio assures
you of clear pictures even from diffi-
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permitting substitution of the most
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TRADE ASSNS. continued
fine, he said, but black-and-white has sold
with great success many products which are
themselves in color — including cosmetics,
where the need for color would seem para-
mount.
He noted that 257 stations, representing
96% of all tv homes, have colorcasting
equipment and that more than 75 sponsors
have used color tv.
"Color is important and growing," he
acknowledged, "but he who waits for color
to be universal may find himself too late, his
competitor too far ahead of him. Important
as color is, black-and-white is performing
some miracles of color selling."
Added to television's other advantages is
that of quickness, Mr. Cash asserted. Where
an advertiser in a monthly magazine takes
30 days to reach his audience, he said, it is
possible to reach the same number of people
— and more — in one nighttime broadcast in
television.
Lawrence H. (Bud) Rogers II, WSAZ-TV
Huntington, W. Va., opened the session
with a brief welcoming talk as chairman of
the TvB board.
Installation Held in Houston
Officers of the Radio & Television Exec-
utives Assn. of Houston were installed at
the group's December banquet meeting.
They are Dave Morris, general manager of
KNUZ, president; Bill Bryan, manager,
KTRH, vice president; Les Hunt, KGUL-
TV, treasurer, and Dean Benton, J. A.
Walsh & Co., secretary. On the board: Bill
Walbridge, KTRK-TV; Jack McGrew,
KPRC; Sam Bennett, KTHT, John Paul
Goodwin, Goodwin-Dannenbaum Advertis-
ing Agency; Charles Giezendanner, Gregory-
Giezendanner Advertising Agency; Bob
Aylin, Aylin Advertising Agency; Bob Dun-
das, Foley's Department Store, and W. Ervin
James, counsel. A clinic on the new Niel-
sen reporting format was announced for
the January meeting. John T. Jones, presi-
dent of the Houston Chronicle-KTRK. (TV),
was principal speaker at the installation
banquet.
Radio Sets, Billings Up
NARTB Committee Told
Radio time sales for 1957 will run well
ahead of 1956 and set sales are bringing
increased listening, NARTB's Am Radio
Committee was told last Tuesday.
National spot sales are particularly
bright, according to John F. Meagher,
NARTB radio vice president. He said spot
showed a gain of almost 32% for the first
three quarters of 1957 compared to the
same 1956 period. Network sales are on the
increase, he told the committee. Local sales,
too, have been moving upward this year.
Radio membership of the association has
increased by 50 this year, now totaling
1,406. Mr. Meagher reported the public is
buying radio receivers at a rate 10% above
the 1956 level.
Meeting in Washington, the am com-
mittee was presided over by Chairman F. C.
Sowell, WLAC Nashville, Tenn. It went
over plans of a research committee working
out ways of measuring "the true proportion
of radio listening." This group is to report
to the NARTB Radio Board at its Jan. 22-24
meeting in Phoenix, Ariz.
Another NARTB committee investigating
telephone transmission tariffs was com-
mended for its efforts "to bring about
greater understanding of the interlocking
responsibilities of broadcasters and AT&T."
The tariff group was urged to seek improved
quality in telephone lines and to obtain a
reappraisal of line costs.
Approval was given a sampling technique
for a radio employment and wage study
Proposals of a subcommittee to provide
identification for stations subscribing to the
Standards of Good Radio Practice were re-
viewed. Visual and audio symbols built
around the phrase "A Good Practices Sta-
tion" will be presented to the NARTB Radio
Board. The visual symbol will be used in
printed and promotion material.
The committee wants the Radio Board to
consider a standard format for rate cards.
This would be designed to aid timebuyers
in figuring out the cost of radio campaigns.
Also considered were ways of telling mem-
ber stations about industry service groups
whose business practices are considered ob-
jectionable or fraudulent. Stations were
warned that programs with lottery angles
must comply with federal, state and local
laws. Legal, legislative and copyright prob-
lems were discussed along with advertising
tax levies in Batlimore and those proposed
for St. Louis.
Attending besides Chairman Sowell were
Grover C. Cobb, KVGB Great Bend, Kan.;
William C. Grove, KFBC Cheyenne, Wyo.;
Cecil B. Hoskins, WWNC Asheville, N. C;
Richard H. Mason, WPTF Raleigh, N. C;
Jerome Sill, WFPG Atlantic City, N. L;
Todd Storz, Storz Stations; W. H. Summer-
ville, WWL New Orleans; C. L. Thomas,
KXOK St. Louis; Merle H. Tucker, KGAK
Gallup, N. M.; Jack S. Younts, WEEB
Southern Pines, N. C; Carleton D. Smith,
NBC, and Joseph H. Ream, CBS.
NARTB staff participants included
President Harold E. Fellows; Douglas A.
Anello, chief attorney; Donald N. Martin,
public relations assistant to the president;
A. Prose Walker, engineering manager;
Vincent Wasilewski, government relations
manager, and Thomas B. Coulter, assistant
to the radio vice president.
State Assn. Presidents to Meet
NARTB'S third annual Conference of
State Association Presidents will be held
Feb. 18-19 in Washington, according to Pres-
ident Harold E. Fellows. The program will
include talks by government and industry
leaders, reports from some of the state presi-
dents and NARTB staff reviews of state-
national issues.
Mr. Fellows said the meetings provide a
forum for the exchange of ideas on ways to
improve broadcast service to the public. Last
year, 46 state associations were represented
at the conference.
I'm a patient man, Smidley.
Lord knows how long I've waited for
just one Cascade order across this
desk. But I've had it. I won't sit
here and let an exclusive billion dollar
market be ignored. If you can't
spot the West's biggest TV buy — one
of the nation's top 75, then Smidley,
in my book, you're no time buyer.
And heaven knows I've tried.
CASCADE
BROADCASTING COMPANY
NATIONAL REP.: WEED TELEVISION
PACIFIC NORTHWEST: MOORE & ASSOCIATES
?age 88 • December 16, 1957
December 16, 1957
THE THREE B'S SOUND BETTER ON WVCG
COLLINS 20V GIVES GREATER MIAMI'S "GOOD-MUSIC"
STATION HIGH FIDELITY SOUND — WVCG is greater Miami's "good-music"
station. To broadcast the classics with high fidelity reproduction WVCG uses a Collins 20V
Kilowatt Transmitter, designed for continuous high fidelity operation. Rated at 16 kc, WVCG
reports its 20V actually operates at 19 kc. To be a successful "good-music" station you broadcast
with high fidelity equipment — you get it from the creative leader in communication
TRADE ASSNS. continued
FELLOWS: PAY TV
THREAT TO SECURITY
• FCBA hears NARTB head
• He asks end to Canon 35
Pay television is a definite threat to the
future security of the U. S. and of the
world, NARTB President Harold Fellows
told approximately 85 members of the Fed-
eral Communications Bar Assn. at a lunch-
eon meeting in Washington last week.
Mr. Fellows also appealed for an end to
the American Bar Assn.'s Canon 35 and
explained the NARTB 's position regarding
congressional investigations.
Pay tv would limit the flow of informa-
tion at a time when the goal of "total in-
formation" appears to be the only alterna-
tive to "total destruction," Mr. Fellows de-
clared. "The only hope for mankind's sur-
vival is to be found in universal under-
standing . . . [and] there is an implicit
danger in the idea of limiting the avail-
ability of free carriers of information . . ."
he told the communications lawyers. Mr.
Fellows continued:
' "I happen to think that pay television
opposes — insofar as it limits— the whole
concept of mass communication [which] is
going to be very important in our future
world. Free television runs in the direction
of encouraging total circulation of total in-
formation and, contrariwise, paid television
tends to place limitations upon this desir-
able objective. If for no other reason, I
find this sufficient cause to take issue with
the proponents of paid tv."
As a rebuttal to those who contend that
opposition to toll tv is a barrier in the way
of progress, Mr. Fellows contended that
"fulfillment of progress is delayed if not
completely arrested when we entertain the
idea of converting free television channels
to box office." He noted that pay tv pro-
ponents contend that their system would
utilize only part of the broadcast spectrum.
"The possibility that pay tv would gradually
expand its influence and thus engage more
and more of the time of free television, is
sufficiently realistic to represent a threat to
our whole broadcasting structure," Mr. Fel-
lows said.
Stressing the point that he was talking
about "the public's freedom, not the free-
dom of the broadcaster himself," Mr. Fel-
lows stated that Canon 35 "infringes upon
the public's right to know . . . and be in-
formed through the up-to-date means of
electronic journalism." The canon bars still
and movie cameras from courtrooms.
Turning to congressional investigations,
the NARTB president said that some broad-
casters have criticized the association be-
cause, in the past, it has not moved to stop
investigations before they get started.
"Frankly, we don't believe it's our function
to stop inquiry," Mr. Fellows said. "We be-
lieve it is our function as a representative
of the broadcasters to answer questions
honestly and fully. . . ." He did express
the NARTB's belief that "some of the in-
quiry is a waste of the taxpayer's money —
and not too infrequently induced because
someone has an idea that this is a method
of making political hay."
Second Study Completed
On Propagation by AMST
The second field study of tv signal propa-
gation, at Baton Rouge, La., has been com-
pleted by the Assn. of Maximum Service
Telecasters and will be submitted soon to the
Television Allocations Study Organization.
The first such study under AMST auspices
covered Wilkes-Barre, Pa., and was delivered
to TASO last October. A third study, of
the Madison, Wis., area, has been completed
and is being assembled, while a fourth study
is under way in the Fresno, Calif., area.
Information on the field studies was sub-
mitted to AMST's board of directors meet-
ing in Tulsa Dec. 6. The board was the guest
of board member Harold C. Stuart, KVOO-
TV Tulsa.
Other board actions:
• Five new stations were accepted as
members. They are KOA-TV Denver,
WFIL-TV Philadelphia, WBIR-TV Knox-
ville, WRGP-TV Chattanooga and KSIX-
TV Corpus Christi.
• A special committee was appointed to
approve an emblem for AMST members. It
comprises Donald D. Davis, KMBC-TV
HE'S MOVING
-and he's going to make a lot
*A most significant affirmation of the effectiveness of the CBS Radio Pacific Network and nighttime radio.
Kansas City, chairman; Robert D. Swezey,
WDSU-TV New Orleans, and Harold
Hough, WBAP-TV Fort Worth.
• The board authorized the staff of
AMST to "participate fully and vigorously"
in the FCC's 25-890 mc study. It also noted
that this proceeding is of vital importance
to the television industry since it deals with
the spectrum area in which all tv stations are
located.
• AMST's technical committee, under the
chairmanship of Joseph B. Epperson, WEWS
(TV) Cleveland, reported on the recom-
mended points to be emphasized in AMST's
filing in the FCC's vhf booster proceeding.
• The board scheduled AMST's annual
membership meeting for April 27, 1958, in
Los Angeles, prior to the NARTB conven-
tion there.
• The board heard reports on administra-
tion from Lester W. Lindow, executive di-
rector; on budget from Harold Gross, WJIM-
TV Lansing, Mich., treasurer; on legal mat-
ters from Ernest Jennes, legal counsel.
Other board members attending were Jack
Harris, KPRC-TV Houston, chairman; John
H. DeWitt, WSM-TV Nashville, Tenn., and
David M. Baltimore, WB RE-TV Wilkes-
Barre, Pa. Guests of the board were AMST
members James Richdale Jr., KOTV (TV),
and Mike Shapiro, KTVX (TV), both Tulsa.
In addition to Mr. Epperson, the technical
committee session was attended by Howard
Head, A. D. Ring & Assoc., consulting en-
gineer, and Henry B. Rhea, Triangle sta-
tions.
NARTB Asks to Plead
Before ABA Delegates
The broadcasting industry's opposition to
Canon 35, the American Bar Assn. rule ban-
ning electronic reporting of court trials,
should be laid before the ABA House of
Delegates, the NARTB's Freedom of Infor-
mation Committee decided Thursday at a
New York meeting.
The committee supported NARTB Presi-
dent Harold E. Fellow's request for industry
appearance at the House of Delegates meet-
ing in Atlanta Feb. 24-25. The NARTB
group discussed a recommendation by an
ABA subsidiary committee that minor
changes be made in Canon 35. These
changes would not remove the basic ban
against radio-tv reporting of trials. They
originated in the American Bar Foundation,
a separate research-in-formation unit of
ABA, which had assigned the canon matter
to a special committee.
Robert D. Swezey, WDSU-AM-TV New
Orleans, chairman of the NARTB group, an-
nounced the association is mailing a kit
to broadcasters to be used as a guide in free-
dom-of-access activities. The kit is titled,
"The Peoples' Right to Know." Howard H.
Bell, NARTB assistant to the president,
said 38 state broadcaster associations have
formed freedom of information committees.
He noted that the state bar in Texas has de-
cided to reject the proposal that state courts
use Canon 35 as a procedure guide.
The NARTB group endorsed in principle
the objectives of a bill (S 1248) introduced
by Sen. Thomas C. Hennings Jr. (D-Mo.).
The bill would curtail secrecy tactics in
governmental agencies. It is pending before
a Senate Judiciary subcommittee.
Mr. Swezey was assigned to attend the
Jan. 22-24 meeting of the NARTB board in
Phoenix, Ariz., as committee spokesman.
Committee members attending besides
Chairman Swezey were Edward F. Baughn,
WPAG Ann Arbor, Mich.; Otto P. Brandt,
KING Seattle; Joseph L. Brechner, WGKV
Charleston, W. Va.; Carl J. Burkland,
WAVY Norfolk, Va.; Richard O. Dunn-
ing, KHQ Spokane. Wash.; Harold Essex,
WSJS-TV Winston-Salem, N. C; Henry H.
Fletcher, KSEI Pocatello, Idaho; Frank P.
Fogarty, WOW-TV Omaha; Daniel W. Kops,
WAVZ New Haven, Conn.; H. William
Koster, WEAN Providence, R. I.; Robert T.
Mason, WMRN Marion, Ohio; Robert L.
Pratt, KGGF Coffeyville, Kan.; Victor A.
Sholis, WHAS-TV Louisville, Ky.; William
McAndrew, NBC; John Daly, ABC; Sig
Mickelson, CBS; Robert Hurleigh, MBS
Washington, representing Radio-Television
Correspondents Assn., and Theodore F.
Koop, CBS Washington, Radio Television
News Directors Assn. and Sigma Delta Chi.
Post-Convention Tour Planned
A Hawaiian tour has been scheduled after
the NARTB convention in Los Angeles
April 27-May 1 ) by Travelguide, California
travel agency. The seven-day tour will leave
Los Angeles May 2, according to Hal
of new friends!
The 10 PM Richfield Reporter, one of the
West's oldest and most distinguished
radio news programs, will be heard on the
CBS Radio Pacific Network
starting January 1, 1958*
CBS RADIO
PACIFIC NETWORK
61
m m w m
TRADE ASSNS. continued
MANUFACTURING
ELECTRONICS AT NEW HIGH IN '57
• '58 outlook good despite troubled general business signs
• ElA's Secrest makes optimistic report to U. S. Chamber group
Sawyer, former network announcer now in
the travel field. A special Pan American
DC-7C plane will carry those in the party,
with hotel accommodations at the Surfrider
Hotel on Waikiki Beach.
The program includes trips around Oahu
Island, open house at radio-tv stations, fish-
ing and other events. The tour returns to
Los Angeles May 9, but extensions can be
arranged. Travelguide is located at 6381
Hollywood Blvd., Hollywood 28, Calif.
Read Accepts Chairmanship
Of TvB's Membership Group
A. Louis Read, vice president and com-
mercial manager, WDSU-TV New Orleans,
has accepted the national chairmanship of
the Television Bureau of Advertising's mem-
bership committee, according to Norman
E. Cash, TvB president. Mr. Read replaces
Lawrence H. (Bud) Rogers, WSAZ-TV
Huntington, W. Va., elected TvB chairman
of the board.
Working directly with Mr. Read will be
William B. Colvin, TvB director of station
relations, and the following committee heads:
Northeast area — Lloyd Griffin, Peters,
Griffin, Woodward, New York; southeast
area — Gaines Kelly, WFMY-TV Greens-
boro, N. C; midwest area — Bernard Barth,
WNDU-TV South Bend, Ind.; northwest
area— Harold P. See, KRON-TV San
Francisco, and southwest area — Winston
Linam, KSLA-TV Shreveport, La.
Plans Committee Approves
RAB Agenda for Half of '58
The operating agenda of Radio Advertis-
ing Bureau for the first six months of 1958,
for which a $450,000 budget has been allo-
cated, was approved unanimously by the
RAB plans committee, officials have an-
nounced.
They said projects to be undertaken for
Jan. 1 include development of major pres-
entation on nighttime radio, using extensive
new research; updating of RAB co-op ad-
vertising data, covering 500 advertisers and
adding 100 others; preparation of two ad-
vertiser package mailings; publication of
new listening habits study covering teen-
age boys; compilation of results of new
group of radio awareness tests, and print-
ing of more than 80 new promotional
brochures for member stations.
Pioneers Organize in K. C.
Broadcasters in the Kansas City area
have organized a "Heart of America" chap-
ter of Broadcast Pioneers, according to
John Patt, WJR Detroit, president of the
national association. Heading the move in
the area, which includes parts of Missouri
and Kansas, are Donald D. Davis, John
T. Schilling, Henry Goldenberg, Dick Smith
and George J. Higgins of KMBC-AM-TV;
E. K. Hartenbower and Clarence Kemp,
KCMO-AM-TV; H. Dean Fitzer and V. S.
Batton, WDAF-AM-TV.
A move to form a chapter in Los Angeles
is headed by Howard Meighan, CBS; Cal-
vin J. Smith, KFAC; Frank Mullen, con-
sultant, and Robert O. Reynolds, KMPC.
Business and manufacturing in general
see trouble signs ahead but the electronics
industry set alltime records in 1957 and
expects to leave these figures far behind in
1958.
The electronics manufacturing roundup
was one of the brightest spots in the annual
business outlook symposium held Thursday
in Washington by the U. S. Chamber of
Commerce and 14 cooperating trade associ-
ations. James D. Secrest, executive vice
president of Electronic Industries Assn.,
pointed out that:
• Factory output of radio sets rose 9%
from 13.9 million in 1956 to an estimated
15.3 million receivers in 1957. Another rise
of 0.5 million is coming in 1958.
• Tv set production dropped from 6.7
million last year to 6.5 million in 1957 but
should reach 7 million in 1958.
• Color tv totaled only 200,000 sets and
1958 doesn't look good.
• Total electronics industry output rose
from $5.9 billion in 1957 to over $7 billion
this year and is due to go up another 8-
10% next year.
• Military procurement easily tops the
electronic field — $3.5 billion in 1957, up
from $2.7 billion a year ago. It's certain to
keep climbing.
Mr. Secrest joined trade association ex-
ecutives from chemical, iron and steel, auto
dealers, retailing, food chains, contractors,
home builders, railroads, truckers, aviation,
finance and foreign trade in reviewing 1957
developments and looking into 1958's po-
tential.
Dr. Emerson P. Schmidt, economic re-
search director of the chamber, took a
gloomy view of 1958 general business and
industrial prospects. He figured 1958 may
be down as much as 5% from 1957, par-
ticularly in the first half of the year. He said
the 1958 recession is likely to be at least as
severe as in 1949 and 1954, when employ-
ment was down around 5%. However, he
said, "The basic forces making for economic
expansion in the long run are as strong as
ever and are likely to help prevent any ma-
jor collapse."
Dr. Schmidt said many essential readjust-
ments already have been made and he noted
the chance that before 1958 closes "expan-
sion forces will again exceed the contrac-
tive forces which are now clearly visible."
Harry A. Bullis, General Mills board
chairman and chairman of the chamber's
Economic Policy Committee, took a more
cheerful view of 1958 prospects, provided
businessmen "show their strength and take
any setbacks in stride by meeting competi-
tion with increased emphasis on selling, ad-
vertising and sound merchandising of qual-
ity products." He estimated gross national
product around $435 billion in 1957 and
figured the sum will be even higher in 1958.
Most of the trade association executives
figured 1958 wouldn't be up to 1957. The
possibility of 4 to 5 million unemployed in
the spring was seen.
Mr. Secrest said the electronics record
applied to both dollar volume and total
production. Noting the recent stepup in mili-
tary missiles, he said the higher defense
budget will provide funds for a still greater
production of the electronic gear used in the
newer types of equipment — about a fourth
of the entire military procurement dollar.
While tv set production fell off in 1957,
he saw a bright side from the manufactur-
ers' standpoint — greater stability and bal-
anced inventories. Most companies improved
their profit position, with retail sales de-
clining less than factory output. Retail tv
sales will rise in 1958 along with produc-
tion, manufacturers believe.
Mr. Secrest's predictions are in sharp
contrast to a prospectus on the receiver
manufacturing industry published by Ar-
nold Bernhard & Co., New York investment
adviser [Manufacturing, Dec. 9]. This
prospectus predicted "a 5% decline in tv
set production in view of the developing
business recession."
The continued climb in radio set output
in 1957 brought production "to near post-
war peaks," Mr. Secrest revealed, with
"every indication pointing to a continuing
trend upward in 1958."
Phonograph sales rose 16% in 1957 and
next year are expected to pass the 5-million-
a-year mark.
Television retail sales dropped 4% in
1957 and production was down 12%, ac-
cording to Mr. Secrest. He explained that
portable models accounted for a fourth of
the 1957 set production.
Factory output of components rose in
1957, largely due to the rising replacement
market, and reached $900 million for the
year. Transistor sales totaled 27 million
units, more than double 1956 production.
The ratio of transistor types trebled in auto
sets and increased 83% in home and port-
able receivers.
Mr. Secrest said interest in hi-fi and bi-
naural sound reception plus popularity of
home tape recorders has sparked the boom
in radio production. As to tv receivers, he
said, "while the industry was not happy
with its returns from tv, the situation was
more stable in 1957 than in 1956 when
a score of manufacturers dropped out of
the competition. Inventories were in balance
with production and sales throughout the
year and prices showed some improvement.
"While tv, as well as radio, has reached
the stage where almost everyone has a set,
second set homes are on the increase. Un-
like the auto market, few tv sets are ac-
tually traded in for new models. They are
more likely to be moved to other rooms in
the home. The portable, of course, has given
television a mobility and wider viewing area
than was possible when tv was confined
to the living room. It is significant that be-
Page 92 • December 16, 1957
Broadcasting
WBRE-TV newsreel crew in action, filming the fire which destroyed the Methodist Church in Kingston, Pa., in February, 1957.
Use of Du Pont Rapid Reversal Film has made it possible for this station to speed the telecasting of local news events.
"We give our viewers the news as it's made-
thanks to Du Pont Rapid Reversal Film"
says Fritz Chamberlain, Staff Photographer, WBRE-TV, Wilkes-Barre, Pa.
WBRE-TV cut processing time for news film more than 85%
by using DuPont 930 and 931 Rapid Reversal Motion
Picture Film. While it used to take an hour to develop, fix
and dry 100 feet, it now takes only 8 minutes.
"During a recent fire," says photographer Chamberlain,
"only 30 minutes elapsed between the time footage was shot
and the time home viewers saw the fire on their TV sets.
We scored a 'beat' by getting the film on the air before any
other station, and we received many favorable comments
from viewers because we were showing the fire while it was
actually in progress."
WBRE-TV uses Du Pont film for all their programs and
in servicing local school and college sports events. "We offer
a 48-hour service to these schools," says Mr. Chamberlain,
"but by using DuPont 930 and 931 we are able to return
their film within 15 hours.
"By switching to DuPont Rapid Reversal Films," he
concludes, "we now have much faster processing, combined
with broad latitude that permits shooting under all lighting
conditions. These films can be rated well above their assigned
ASA ratings, give us improved sound, and they have elimi-
nated the problem of switching polarity we had when using
a negative type film."
FOR MORE information about DuPont Motion Picture Films for
every TV use, ask the nearest DuPont Sales Office, or write
DuPont, Photo Products Dept., Wilmington 98, Delaware. In
Canada: DuPont Company of Canada (1956) Limited, Toronto.
«t«. U. S. PAt. Off-
BETTER THINGS FOR BETTER LIVING
...THROUGH CHEMISTRY
DU PONT MOTION PICTURE FILM
SALES OFFICES
Atlanta 8, Georgia 805 Peachtree Building
Boston 10, Mass 140 Federal Street
Chicago 30, III.. 4560 Touhy Ave., Lincolnwood
Cleveland 16, Ohio 20950 Center Ridge Road
Dallas 7, Texas 1628 Oak Lawn Avenue
Los Angeles 38, Calif., 7051 Santa Monica Blvd.
New York 11, N. Y 248 West 18th Street
Phila., Pa.. . .308 E. Lancaster Ave., Wynnewood
Export, Nemours Bldg., Wilmington 98, Delaware
Broadcasting
December 16, 1957 • Page 93
MANUFACTURING continued
tween 1950 and 1957 home entertainment
products dropped from 58% to 21% of
electronic factory sales, while the military
share rose from 20% to about 50%. Uncle
Sam is now by far the industry's biggest
customer."
Industrial electronics sales at the factory
increased from $950 million in 1956 to
$1.3 billion in 1957, with more growth
seen in 1958. The industrial lines "offer the
greatest promise for the future, already
running a close second to home entertain-
ment business and possibly surpassing it next
year," Mr. Secrest said. He pointed to the
decision of American Automobile Assn. to
campaign for electronic controls on vehicles
and new highways. He said closed-circuit
television made rapid advances in educa-
tional and industrial uses, besides making
"its debut as an entertainment medium in
the home."
The future of wired tv in the home "is
problematical," he said.
New Traveling-Wave Antenna
Sold by RCA to KGHL-TV
An advanced type of traveling-wave tv
transmitting antenna for high power vhf
stations was announced last week by E. C.
Tracy, manager, RCA broadcast and tv
equipment department, Camden, N. J. The
first such antenna has been sold to KGHL-
TV Billings, Mont., now under construction,
he said.
In effect, the traveling-wave antenna is a
simple, self-contained unit in which all nor-
mally external elements are concealed and
protected within the antenna itself, RCA ex-
plained. The new antenna features slotted-
cylinder construction and a simplified feed
system, said to be a design advantage which
eliminates adverse effects of external ele-
ments on radiation patterns. The antenna
gets its name from the electrical design
which permits the transmitted tv signal to
travel the length of the sectional antenna as
a complete wave. In conventional antenna
operation, the transmitted energy branches
out at each section.
The new ch. 8 KGHL-TV is to go on the
air early next year using the new antenna
which has a gain of 15, and an RCA 25-kw
tv transmitter. Effective radiated power of
316 kw will be produced. The antenna is
1 14 feet tall and weighs 23,000 pounds-plus.
It will be mounted on a 417-foot RCA-Ideco
tower. The antenna, which requires no ex-
ternal feed lines, is available in gains ranging
from 8 to 19, Mr. Tracy added.
P. N. Fortin is president of Midland Em-
pire Broadcasting Co., owner of KGHL-TV.
The station's general manager is Jeff Kiichli.
Cohu Acquires Eastern Firms
Cohu Electronics Inc., San Diego, has
acquired Millivac Instrument Corp. and
Volkers & Schaffer Inc., both of Schenec-
tady, N. Y., it has been announced by La
Motte T. Cohu, president and board chair-
man of Cohu. They are being merged into
Millivac Div. of Cohu Electronics. Dr.
Walter Volkers, who formerly headed the
firms, remains as president of the Millivac
Div. and vice president of Cohu Electronics.
Included in the stock transaction — price un-
disclosed— is a series of patents on electronic
tubes and transistors. Addition of the new
division, intended to complement com-
ponent lines of Cohu's Kin Tel Div., is
expected to add more than 25% to the total
Cohu sales volume in 1958.
Halligan Family Repurchases
Hallicrafters for $3 Million
Hallicrafters Co., Chicago electronics
firm, has been sold back to William J. Halli-
gan Sr. and members of his family by Penn-
Texas Corp., it was announced Wednesday.
The purchase for an estimated $3 million in
cash was approved by the Hallicrafters
board Thursday.
The firm, founded in 1932 by Mr. Halli-
gan, originally was sold March 19, 1956,
in an exchange of 332,600 shares of Halli-
crafter common stock for 825,000 shares of
Penn-Texas common stock (valued at about
$6.3 million at the time). Mr. Halligan
served as president for Hallicrafters during
the period it operated as a Penn-Texas sub-
sidiary.
The sale last week was part of Penn-
Texas' plan to relinquish certain holdings
to pay off $10 million in short term bank
loans.
Buy WAKR Sell the Akron Area
At LOWEST COST Per Thousand
Most Listeners
Most Coverage
is m>
1
it
HOOPER
WITH MORE LISTENERS THAN THE OTHER
THREE AKRON STATIONS COMBINED.
WAKR 45.7%.
PULSE
1IN AND OUT OF HOME
-a WAKR
IN EVERY QUARTER HOUR PERIOD
DAY AND NIGHT
* Oct. 1957: 6 a.m. thru Midnight Mon. thro Fri.
July thru Sept. 1957 7 a.m. thru 10:30 p.m. Mon. thru Fri.
#;
1IN AUDIENCE AND COVERAGE
WAKR
* Leads all Akron stations in Summit, Portage,
Medina, Wayne and Stark Counties.
National Rep.: BURKE-STUART Company, Inc.
• New York • Chicago • Detroit • Hollywood • San Francisco
WAKR ■ RADIO - WAKR • TV
853 COPLEY ROAD • AKRON 20, OHIO
Page 94 • December 16, 1957
Broadcasting
This man needs only one machine
This man is Mr. Richard Parks of KGO-ABC O&O in San Francisco. The machine is an Ampex Model 350
In recording network, ' he doesn't use a back-up recorder -yet hasn't lost a program in three years of delayed
programming. The machine is dependable! y
Actually, KGO has thirteen Ampex Recorders performing many different jobs. This reliability is only part of the
story, for Ampex machines give you flexible pushbutton control, positive timing accuracy and low maintenance
cost.
And you can now buy all Ampex Professional Equipment on a factory-direct basis. For factual information about
Ampex recorders, write directly to the address below.
YOU BENEFIT BY DEALING DIRECT
• PERSONAL CONTACT WTTH AMPEX THROUGH FIELD SALES ENGINEERS
• CO.MPLETE PRODUCT INFORMATION AND INSTALLATION SERVICE
Ampex
CORPORATION
professional
products division
NEW YORK, CHICAGO, LOS ANGELES, DALLAS, WASHINGTON D.C., DETROIT, SAN FRANCISCO 854 CHARTER STREET
RfDWOOD CITY. CALIF.
WROV
IS
RED
HOT
\.u ..
• *•
• ».
jf\."m: "V.
••. • j •
• • . • « • •. • • \
, ROANOKE!
hot new ratings!
hot new
•
» a * • •■»•••
For the rest of the sizzling story,
call Burn-Smith Co.
or Burt Levine (collect)
the hot buy
WROV
ROANOKE • VIRGINIA
Burt Levine, President
1240 on your dial
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
ADVERTISERS & AGENCIES
Walter G. Seeger, chairman of board of di-
rectors, Whirlpool Corp., resigns, effective
Jan. 1. He will continue as director of
corporation.
Eldon Sullivan, previously co-founder and
director of Robert W. Orr Assoc. (now
division of Fuller & Smith & Ross), joins
Cunningham & Walsh as vice president and
account executive on Jergens-Woodbury ac-
count.
■< James H. Graham, ac-
count executive on Pontiac
Motor Div. of General
Motors Corp., MacManus,
John & Adams, Bloom-
field Hills, Mich., elected
vice president.
iv::.';:::.'::
David G. Watrous, account supervisor,
Tatham-Laird, Chicago, to Benton &
Bowles, N. Y., as vice president and account
supervisor.
James Walker, vice president-account execu-
tive, and William M. Amundson, manager
of Ruthrauff & Ryan, both in St. Paul office,
named senior vice president in charge of
operations and vice president in charge of
creative services for recently-merged Erwin
Wasey, Ruthrauff & Ryan, St. Paul-Minne-
apolis office.
Julian L. Watkins, formerly associated with
Campbell-Ewald Co. as vice president-
creative director, and with Campbell-
Mithun as vice president-creative review
board chairman, to Leo Burnett Co., Chi-
cago, as vice president in copy department
and member of agency's plans board.
Charles E. Coe, formerly client service di-
rector of Communications Counselors Inc.,
N. Y., McCann-Erickson's public relations
subsidiary, to Reach, McClinton & Co.,
same city, as vice president and member of
agency's plans board.
Anderson F. Hewitt, ►
senior vice president, Ken-
yon & Eckhardt, N. Y.,
has been elected to agen-
cy's executive committee.
Mr. Hewitt joined K & E
in 1953 as vice president
and director and before
that was chief executive officer of Hewitt,
Ogilvy, Benson & Mather.
Edward N. Mayer Jr., president of James
Gray Inc., N. Y., to Communications Coun-
selors Inc., same city, subsidiary of McCann-
Erickson, as executive vice president effec-
tive Jan. 1.
James Harker, Bozell & Jacobs Inc., Omaha,
promoted to vice president.
John Toland, formerly vice president of
Erwin Wasey, Ruthrauff & Ryan, to
Warwick & Legler, N. Y., as executive vice
president.
Mark Byrne, vice president and with media
department at William Esty Co., N. Y., ap-
pointed director of media.
David K. McCourt, formerly with Carnation
Co., to Campbell-Mithum Inc. as account
executive.
Jerry Gorin, manager, Barnes-Chase Co.,
S. F., to Honig-Cooper, same city, as ac-
count executive.
Harry F. Walstrum, radio-tv executive at
Beckman, Hamilton & Assoc., L. A., to
Roche, Eckhoff & Lee, same city, as ac-
count executive.
Harry M. Kane, general sales manager of
RCA Whirlpool laundry division, Whirlpool
Corp., St. Joseph, Mich., promoted to gen-
eral manager of division, succeeding Jack D.
Sparks, named director of marketing.
W. R. Entrikin, formerly field service repre-
sentative, Martin Co., Denver, to Elgin Na-
tional Watch Co. electronic division, Elgin,
111., as sales manager.
H. H. Barton, product promotion manager,
General Mills, Betty Crocker mixes division,
promoted to advertising and promotion
manager of household products marketing.
Charles T. Adams, advertising product group
manager, General Mills, to Theo. Hamm
Brewing Co., St. Paul, as assistant adver-
tising director.
Frank R. McMann, research study director,
Institute for Motivational Research, to Emil
Mogul Co., N. Y., as research associate,
reporting to Research Vice President Joel
L. Martin.
David A. Weiss, Vernon Pope Assoc., and
Richard W. Stephenson, N. W. Ayer & Son,
join Hicks & Greist, same city, as public
relations associates.
Len Blake, senior copywriter, radio-tv de-
partment, Benton & Bowles, N. Y., to Grey
Adv., same city, in similar capacity.
Terrell Thompson McCarty, 62, president
of McCarty Co., L. A., died Dec. 9.
Howard W. Files, 64, vice president, Pills-
bury Mills, Minneapolis, died Dec. 7. .
FILM mm • m
Nat Tanchuck, writer, assigned to new series
of 26 half-hour tv programs, Hawkeye and
the Last of the Mohicans, to be filmed by
Normandy Productions for Television Pro-
grams of America.
Marshall Grant, 47, veteran motion picture
and television producer, died Dec. 4 follow-
ing heart attack.
NETWORKS:. v.^
Sy Cohen, executive pressbook editor, War-
ner Bros. Pictures Inc., to ABN stations
services department as stations exploitation
executive.
■< Henry Hede, eastern
sales manager, ABC-TV,
promoted to administra-
tive sales manager. Mr.
Hede has been with ABC
since 1942 in various ad-
ministrative and sales
posts.
Page 96 • December 16, 1957
Broadcasting
Steel reinforcement for an abdomen
That gossamer screen is stainless steel, inserted
to strengthen muscle wall. Stainless steel is
so corrosion resistant it can stay in the human
body for a lifetime. But stainless is only one
of hundreds of types of steel. There are, in fact,
more types of steel than there are kinds of wood.
Steel, besides being the lowest priced of all
metals, about 14 a pound for the most popular
types, is also the most versatile. Every product
you touch at any minute of your life is either
made of or with the help of steel. Think it over
—find something that isn't mined with steel,
processed, planted, packaged in, or shipped
with steel.
This is why the present need for steel expan-
sion is important to you, important to our
rapidly rising standard of living. Steel must
be kept plentiful to keep it low in cost.
The recent price rises of steel have increased
the cost only a fraction of a cent a pound!
Prices are for sheet products as compiled by U. S. Bureau of Labor Statistics — July, 1957
REPUBLIC STEEL.
WORLD'S LARGEST MANUFACTURER
Cleveland 1, Ohio
OF STAINLESS AND ALLOY STEELS
STEEL REINFORCEMENT FOR HIGHWAYS or mine roofs is provided by products of two widely diverse
Republic divisions. Concrete highways may now be laid in one continuous ribbon, using Reinforcing Bars
made by the Truscon Division. These steel bars strengthen the concrete, minimize cracking, eliminate the
need for expansion joints, reduce road maintenance. Threaded steel shafts, made by Republic's Bolt and
Nut Division, enter the mine ceiling, expand and bolt a plate of steel against the mine roof. Obstructions
are eliminated, permitting maximum clearance for men and machines.
Broadcasting
December 16, 1957 • Page 97
PEOPLE CONTINUED
M Eugene Wyatt, national
sales manager of ABC-
TV, succeeds Mr. Hede as
eastern sales manager, in
addition to his present du-
ties.
Robert J. Sullivan, formerly advertising and
promotion manager, WOR-AM-TV New
York, to CBS as radio manager of audience
promotion and merchandising.
Dick Jacobs, musical director of Coral Rec-
ords. N. Y., appointed musical director of
NBC-TV's Your Hit Parade (Sat. 10:30-11
p.m.).
William G. Rolley, head of his own adver-
tising agency in Atlantic City, N. J., joins
MBS as executive producer. He has taken
leave of absence from the agency which
produces and stages entertainment programs
in Atlantic City for the George Hamid-
General Artists Corp. group.
Don Dixon, formerly Far East and Wash-
ington correspondent with International
News Service, to CBS News Washington as
morning editor.
Charles W. Russell, program producer who
recently has been packaging tv shows in-
dependently, to CBS-TV Hollywood, to pro-
duce new one-hour live detective anthology
series, Pursuit, tentatively planned to start
in January.
Lloyd E. Yoder, NBC vice president and
general manager of WRCV-AM-TV Phila-
delphia, appointed to executive committee
tii^ — •mm aw »•—•< — n— n —
ON behalf of CBS' public affairs de-
partment, Joseph H. Ream, Washing-
ton vice president of the network (r),
accepts a certificate of merit from
Leo Hoegh (1), Federal Civil Defense
administrator, '"in recognition of the
network's contribution to the nation's
civil defense through its program,
The Day Called X, telecast on Sun-
day, Dec. 8" [In Review, Dec. 9].
The half-hour film dramatized an
armed attack on Portland, Ore., and
that city's defense organization.
of board of trustees for Carnegie Institute
of Technology.
Robert M. Weitman, CBS vice president in
charge of program development, has ac-
cepted post of coordinator for television
industry on American Committee for Is-
rael's Tenth Anniversary Celebration.
William A. Crabbe, 46. member of CBS
Radio studio engineering department in
Hollywood, died Dec. 9.
STATIONS =...... ...
■< Victor W. Knauth has
been elected chairman of
board of WAVZ Broad-
casting Corp., New Haven,
Conn.
Daniel W. Kops, execu- ►
tive vice president of
WAVZ Broadcasting,
named president and gen-
eral manager. Richard J.
Monahan continues as
vice president of corpora-
tion.
Frank Crane, national sales manager, KPOP
Los Angeles, appointed executive vice presi-
dent of KDAY Santa Monica, Calif., and
is operating station. James Cox, formerly
station manager, is now account executive
at station.
Mike Schulman, chief engineer, WETV-TV
San Diego, to KSHO-TV Las Vegas as gen-
eral manager.
Ed Sloan, national sales
manager, WSSB Durham,
N. C, to WAMS Wilming-
ton, Del., as sales man-
ager.
Page 98 • December 16, 1957
A. L. Pierce, formerly ►
traffic manager, salesman
and national sales mana-
ger, KWFT Wichita Falls,
Tex., promoted to sales
manager.
■< James S. McMurry,
operations manager,
WVUE-TV Wilmington,
Del., promoted to station
manager. He will continue
his supervision of overall
station operations and as-
sume personal direction of
public service programming.
Ken McKendree, sales manager, WTRL
Bradenton, Fla., promoted to assistant gen-
eral manager in addition to his present
duties. Frank Burkard, WTRL salesman,
named assistant sales manager.
Duane Modrow, territorial salesman, Henry
Field Aluminum Products Co., to KMA
Shenandoah, Iowa, as promotional manager.
Bennet H. Korn, vice president of DuMont
Broadcasting Corp. and station manager of
WABD (TV) New York, has been appointed
executive assistant to Richard D. Buckley,
vice president in charge of programming and
sales for DuMont. Mr. Korn will assume
additional supervisory duties over WTTG
(TV) Washington and all DuMont tv syn-
dicated operations, including sports network.
J. Vincent Callanan, formerly vice president
in charge of sales, WNHC-AM-TV New
Haven, to WHAY New Britain, both Con-
necticut, to handle national business.
Carl Pratzner, former national sales man-
ager for General Bronze Corp., Garden City,
L. I., to WNHC Hartford-New Haven,
Conn., as director of sales development.
Pat Bradiy, formerly with Burke Dowling
Adams, Atlanta, to WMBR Jacksonville,
Fla., as production director.
Larry Geraghty, newsman, WCSH Portland,
Me., named news director of WCSH-TV.
J. Harrison Hartley, who recently resigned
as director of WEWS (TV) Cleveland, has
joined Connecticut Mutual Life Insurance
Co. as representative in ■ Cleveland. Mr.
Hartley had been in broadcasting for 28
years, beginning with NBC in New York
in 1929. He was with WEWS from its
founding 10 years ago.
James Burr Miller, general assignment
reporter, Portland Oregonian, to KGW,
same city, as news and special events direc-
tor.
Ed Hamlyn, formerly with KWFT Wichita
Falls, Tex., to WLWD (TV) Dayton, Ohio,
as news editor and public affairs director.
Broadcasting
ClMCUW'grtnC^ Model 667 Cardioid Microphone Gives
I
You a Choice of 40 Response Curves! and Presence Control*
THERE'S NOTHING MORE
VERSATILE ON THE MARKET!
Scale: 5 Decibels per division
A — 300 cps 8 — 5,000 cp
C — 10,000 cps
Model 667 does everything well! This new
E-V Variable "D" cardioid incorporates
an in-line transistor preamplifier which
can be located near the microphone or in
control room. Individual Bass, Treble and
Presence controls select any one of 40
frequency response characteristics for ex-
acting operations.
'Unique new Presence Control (see response
curves on preamplifier) provides 6.5 db
boost, at 3500 cps. Switch is located on
back of preamplifier.
Increased front-to-back ratio means better
discrimination against unwanted sounds.
There is no boominess from close talking.
Performers can work 2 to 3 times further
from the 667 than from conventional mi-
crophones— there is no loss of presence.
Simplifies boom operation, saves time,
eliminates crowding performer. Micro-
phone is small — 7 14 inches long, 1 % inches
in diameter at maximum — and weighs just
11 ounces. Helps correct for studio acous-
tic deficiencies, minimizes the problem of
flats, performs exceptionally well on loca-
tion and open-air remotes.
Model 667
Microphone
List $600.00
Here's How it Works
See your authorized E-V distributor. Get
all the facts on Electro-Voice professional
microphones. Write for Bulletin 720-8T772
® ELECTRO-VOICE, INC., BUCHANAN, MICH.
Export: 13 East 40th Street, New York 16, U. S. A.
Cables: ARLAB
Broadcasting
December 16, 1957 • Page 99
NOW S the t.
PEOPLE
CONTINUED
to SELLibrate the new
"point of sale" in the
GOLDEN VALLEY...
(Central Ohio)
WHTN-TV
HUNTINGTON • CHARLESTON
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* GREATER COVERAGE
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★ SALES POTENTIAL
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Get the
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WHTN-TV
CHANNEL 13
A C0WLES STATION • ABC BASIC
Huntington-Charleston, W. Va.
Nationally represented by
Edward Petry Co., Inc.
FACILITIES
FOR YOUR PROGRAMS
mm Tmff
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VIEWERS FOR
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DETROIT
NBC TELEVISION NETWORK
ASSOCIATE AM-FM STATION WWJ
First in Michigan— Owned and
Operated by THE DETROIT NEWS
.
National Representatives
PETERS, GRIFFIN, WOODWARD, INC.
Page 100 • December 16, 1957
Martin H. Percival, manager, John E. Pear-
son Co., S. F., to McGavren-Quinn Co.,
N. Y., as eastern sales representative.
TESTIMONIALS poured in for James
D. Shouse (r), chairman of the board
of Crosley Broadcasting Corp., and
Robert E. Dunville, president, at the
anniversary banquet given them last
month at company headquarters in
Cincinnati. Associates and employes
reviewed highlights of the partnership
begun in 1937, when Mr. Shouse
joined Crosley as vice president in
charge of broadcasting and was joined
the same year by Mr. Dunville, who
came as his assistant. Management and
talent of Crosley stations (WLW-
WLWT [TV] Cincinnati, WLWD [TV]
Dayton and WLWC [TV] Columbus,
all Ohio; WLWA [TV] Atlanta and
WLWI [TV]) participated in the tri-
bute to the 20-year team.
Chick Hearn, sportscaster, KRCA (TV) Los
Angeles, promoted to sports director.
Jack Munley, formerly sports director of
KFH Wichita, Kan., to KTVH (TV) same
city, in similar capacity.
Al Shore, sales manager, KSWO-AM-TV
Lawton, Okla., to KVTV (TV) Sioux City,
Iowa, as account executive.
Alfred Di Giovanni, formerly sales account
executive with DuMont, to WPIX (TV) New
York as sales account executive.
Perry Andrews, host of Lone Star Dance
Party, KLIF Dallas, to WBAL Baltimore
as disc jockey.
Ann Hoins Sturgeon joins WHLI Hemp-
stead, L. I., continuity department.
Burt Toppan, promotion manager, WTVJ
(TV) Miami, and Bettye Spitler, WTVJ
credit department, married Dec. 7.
Edwin C. Schmirter, charter member and
former chief photographer of WWLP (TV)
Springfield, Mass., died Nov. 26.
REPRESENTATIVES wmmmm
Alan J. Bell, at one time news writer and
assistant producer for WORL Boston and
most recently special projects writer with
Army Pictorial Service in N. Y., to Peters
Griffin, Woodward, as assistant radio pro-
motion-research director.
PROGRAM SERVICES
mmmmmmm
Mary Dornheim, former copy writer and
associate producer with Dr. Frances Hor-
wich of Ding Dong School, to Arthur J.
Daly, N. Y., tv-radio-film service, in sim-
ilar capacity.
MANUFACTURING mmrnmmmmmmmmmmmm
■< Robert C. Bickel, re-
gional manager of mid-
Atlantic states territory,
Andrew Corp., Chicago,
promoted to sales man-
ager. He has been with
Andrew for 10 years in
various engineering, field
sales administrative positions.
Donald R. Kingdon, sales specialist in re-
ceiving tube department of GE at Owens-
boro, Ky., named district sales manager for
receiving tubes and other components sold
through distributors.
K. O. Pritzlaff, in various electronic posts
for seven years, appointed west coast sales
engineering manager for vacuum tube prod-
ucts of IT&T, Components Div., Nutley,
N. J., headquartering in Santa Monica,
Calif.
Irving K. Kessler, formerly vice president
of John B. Stetson Co., to RCA Defense
Electronic Products as manager of manage-
ment engineering.
Basil M. Goldsmith, 49, material control
manager of Allen B. DuMont Labs industri-
al tube division and credited in 1938 with
helping build first DuMont electronic tv re-
ceivers at firm's Passaic plant, died Dec. 6.
TRADE ASSNS.
Jack Johnstone, partner in Guerin, John-
stone & Jeffries, Los Angeles, elected to
board of directors of Western States Ad-
vertising Agencies Assn.
PERSONNEL RELATIONS r . .. .... . . .. ..
Frances Inglis, executive director, Writers
Guild of America, West, resigns. She will
continue to represent guild in current ne-
gotiations with agents and in forthcoming
negotiations with major film studios.
INTERNATIONAL
Bruce Cormack, account supervisor, Gold-
berg Adv., Sydney, Australia, to S. W. Cald-
well Ltd., Toronto, as copy supervisor.
Hugh Delaney, salesman, CKCK Regina,
Sask., transfers to CKCK-TV in similar
capacity.
Broadcasting
Lindsey G. Riddle, Chief Engineer,
WDSU-TV, New Orleans
"WDSU-TV relies on G-E camera-tube quality,
both for studio and remote work!"
"From earliest times, New
Orleans has insisted on the
best in entertainment. Gen-
eral Electric camera tubes
help us hold to this tradition
by giving viewers clear, sharp
TV pictures, whether they
originate in our studios or at remote locations served
by WDSU-TV's mobile unit.
"Besides the quality performance of G-E camera
tubes, we like the prompt service and all-around co-
operation we get from local General Electric distri-
bution. Fast tube deliveries are made to our door
. . . any claims or adjustments are handled fairly
and with a minimum of paperwork and delay.
"Packaged for safe handling and compact storage,
G-E camera tubes have proved to be a sound inven-
tory investment for WDSU-TV, as well as a help to
us in maintaining high picture standards. Our experi-
ence has been favorable in every way."
# * *
Your General Electric tube distributor offers you the
same advantages of top camera-tube performance . . .
fast delivery . . . close, friendly cooperation. Phone
him today! Distributor Sales, Electronic Components
Division, General Electric Co., Oivensboro, Ky.
Progress Is Our Most Important Product
GENERAL HI ELECTRIC
PROGRAMS 8 PROMOTIONS
TUNES • NEWS • TIME
says
I SELL MORE
because my
PULSE is ALWAYS
$000 HIGH!!
m
KSO
SAN DIEGO, CALIF
SEE ...FORJOE & CO., Inc.
THAI'S THE WAY
THE BALL BOUNCES
IN LAS VEGAS
FOUR YEARS OF
UNDISPUTED LEADERSHIP
FOUR YEARS TOP COVERAGE
FOUR YEARS TOP RATINGS
(completed Pulse and ARB surveys)
55,000 WATTS TOP POWER
FOUR YEARS TOP PROGRAMMING
and . . Top promotk
the
Top morning .newspaper,
The Las Vegas Sun,
Channel
KLAS-TV
CBS Q Television Network
WEBC DULUTH rented the city's main auditorium for its "Premier Christmas Preview"
and promoted it solely through the stations own facilities. About 34,000 people at-
tended a 15-hour special broadcast and merchants signed 126,000 registration slips in
shoppers' bids to win the show's grand prize, a 1958 Chevrolet.
Represented by WEED TELEVISION
WEBC Reverses Trend
Of Pre-Holiday Sales
Pre-Thanksgiving sales are generally off
for most downtown merchants, but WEBC
Duluth, Minn., waived a holiday shopping
tradition with Santa Claus and proved the
power of radio.
Bob Rich, WEBC manager, set plans in
motion for a spectacular merchandise dis-
play under one roof — a Nov. 22 "Premier
Christmas Preview" — and decided to pro-
mote it solely through his station's facilities.
WEBC rented Duluth's main auditorium
for 60 displays and mapped a 15-hour
broadcast from its stage, complete with
loudspeakers. Santa Claus was engaged to
arrive by pony-powered sleigh and partici-
pating merchants were given registration
slips for drawings every 15 minutes through
the special-broadcast day, for the grand
prize, a 1958 Chevrolet.
The promotion was launched Nov. 12
with teaser copy for three days and followed
with further details of the event for another
three days. Then copy was switched to a
description of the booths with mentions of
participating merchants and hard-sell pitches
by the station's announcers. On Nov. 21
WEBC aired saturation spots reminding
listeners that "tomorrow is the day."
Signs were mounted on the WEBC mobile
unit and announcers handed out registra-
tion slips a week before the event to help
build store traffic. As a means of stimulat-
ing attendance, a bus was chartered to pro-
vide free transportation to and from the
downtown shopping area and arrangements
were made through a local gas distributor
to disseminate certificates worth two gallons
of gas. Merchants assessed booth costs on
the basis of an average advertising expendi-
ture on WEBC from Nov. 15 to Dec. 31. By
doubling or tripling the amount, a par-
ticipating merchant could obtain two or
three booths.
Results of the promotion:
(1) About 34,000 people (over one-third
of Duluth's population) attended the 15-
hour, special broadcasting event Nov. 22 —
largest in the city's history to turn out for
any auditorium promotion. The station's
Club 560 and other programs were origi-
nated there 9 a.m. to 12 midnight.
(2) Total of 126,000 registration slips
were signed in bids for the grand prize.
(3) Four merchants indicated they would
switch the lion's share of their 1958 budgets
to WEBC and 50 others committed them-
selves for reservations for next year's show.
Last but not least, actual sales during the
show exceeded merchants' expectations and
rose to record heights the three shopping
days prior to Thanksgiving — for sponsoring
and non-participating merchants alike in
the major business areas of Duluth — ac-
cording to WEBC.
Stations' Christmas Promotions
To celebrate the holiday season, WHB
Kansas City has arranged for local choirs
and choruses to record Christmas songs and
hymns. The records are being played
throughout the day and the station mentions
the name of the choir and choir director.
In addition, it plugs the charitable under-
takings of each group.
Also getting into the swing of things was
WERE Cleveland which dressed its Isetta
in silver antlers and a big, bright red nose.
The car was then entered as "Rudolph" in
the annual holiday parade.
When the Retail Div. of the Clearfield,
Pa., Chamber of Commerce held its annual
NEW YORK 22, N- V
\AU Inquiries Confidential
Page 102 • December 16, 1957
Broadcasting
BRILLIANT
PERFORMANCE
celebration to begin the Christmas season
on Nov. 29, WCPA, same city, arranged
to rent all the parking meters in town for
the whole day. Paper bags imprinted with
holiday greetings and telling of the free
parking were placed on all the meters.
WPEN Philadelphia personalities are
planning to air individualized Christmas
and New Year's greetings to their listeners.
The messages will be tailored for each per-
sonality and will be accompanied by back-
ground music. They will be aired on Dec.
23, 24 and New Year's Day.
Pulse's Puerto Rican Statistics
Radio set ownership is 100% and tele-
vision set ownership is 79% among the
735,000 Puerto Ricans living in New York
City, it was revealed last week in an eco-
nomic and listening habits report made by
Pulse Inc. for WHOM New York.
Radio listening added up to 29% of the
homes using radio at 7 a.m. and 30% of
homes after 7 p.m. Listening in later eve-
ning hours (after 9 p.m.) was recorded at
24% of homes. Spanish is spoken in nearly
all homes, but 67% of those homes are
also bilingual.
Other facts garnered by the report re-
vealed that the median age of the Puerto
Rican population is in the bracket between
18 and 29 and there is an average of 4.2
persons in each family. Nearly 60% of the
labor force is employed in the following
fields: craftsmen-foremen, semi-skilled op-
erations, factory and service workers. 91%
are gainfully employed. 37% of the wives
are working. 20% of the homes had more
than one radio set. Electric refrigerator
ownership is 93%, washing machines 31%
and telephones 41%. About 60% of the
Puerto Ricans who have come to New York
have lived there ten years or less.
'Let's Get 'Em Working' Says KWIZ
In a "Let's get all the radios working"
campaign, KWIZ Santa Ana, Calif., an-
nounces daily that it will send a certificate to
listeners who have a receiver not in working
order entitling them to have their sets re-
paired free of labor costs. The station has
dispatched 275 certificates in a period of
three weeks.
Texans Hear Jersey Jingle
Listeners of four Texas radio sta-
tions will be hearing a Christmas com-
mercial jingle carried over WRCA
New York, extolling the merits of
shopping in downtown Paterson, N. J.
, The reason? Gordon McLendon, pres-
ident of the McLendon Corp., heard
the jingle on a business trip to New
York and, impressed with its catch-
iness, decided to broadcast it for lis-
teners of his stations (KLIF Dallas,
KFJZ Fort Worth, KTSA San An-
tonio and KILT Houston). RAB plans
to evaluate the results of the com-
mercial over the Texas stations, ac-
cording to a WRCA spokesman.
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
Cincinnati, ohio]
STATION
WC KY
On the Air everywhere 24 hours a day— seven days a week
Broadcasting
December 16. 1957 • Page 103
PROGRAMS S PROMOTIONS continued
RADIO UPS SHOPPING AREA BUYING
BUYING
BIG
BUSINESS?
BEST BUY
IN ROANOKE!
WSLS-TV
The circle of WSLS-TV influence
reaches a 2 billion dollar market
. . . bringing 548,200 households
within sales range.
Confirmed by NCS #2 Spring 1956
WHBF
RADIO & TELEVISION
COMING!
Greatly Expanded TV
Coverage from a New
1000 ft. Tower
REPRESENTED BY AVERY-KNODEL, INC.
Christmas buying came early to one com-
munity shopping center this yeai — thanks
to radio.
The University District in Seattle is so
named because it has grown up around the
campus of the U. of Washintgon. Its popu-
lation is heavily weighted with students,
faculty and persons with intellectual and
allied interests. "The District," as its resi-
dents call it, is far enough from the city
center (10-15 minutes by car, somewhat
longer by Seattle Transit) and parking con-
ditions are so rough in downtown Seattle,
that many District families habitually do
their shopping near home. Others do go
downtown, however, and there rarely has
been any reverse trend of people coming
from other residential sections to the Uni-
versity District to do their buying.
There is considerable community spirit
not only because of the academic and cul-
tural activities on the campus, but because
the residents are a homogeneous group.
The local merchants and professional peo-
ple do all they can to foster this District-
mindedness: The University District Com-
mercial Club often leads in community pro-
motions, such as sponsoring the Kids Day
Parade during the annual Seattle Seafair
and decorating the main streets during the
Christmas season.
Most of the advertising, however, in the
past has been confined to District media,
with occasional insertions in the "downtown"
daily papers and small radio budgets.
This year, the University District Com-
mercial Club decided to try something dif-
ferent, banking heavily on a new approach
to radio. In the first weeks of the experiment
the results were so impressive and the mer-
chant reaction so favorable that there is talk
already of turning it into a permanent, pos-
sibly year-round venture.
Simply stated, the new idea is akin to
the cooperative advertising funds made
available to local dealers by some manufac-
turers. The Commercial Club decided to
invest $2,400 in a contract with one station,
KOL Seattle.
Under the agreement, merchant members
of the Commercial Club may buy KOL time
for their own advertising with half the cost
of the time paid by the club. To protect the
smaller merchants in the Commercial Club,
a limit was set so the biggest firms would not
immediately use up the allocated funds. The
Club undertook to pay 50% of the cost of
one-minute spots up to 62 times for anv
member-advertiser and 50% of 30-second
spots up to 75 times.
There was one stipulation: Each an-
nouncement by the member-advertiser must
include a ten-second transcribed spot plug-
ging the University District. The jingle, ar-
ranged by KOL and prepared by Allied
Radio Artists, Hollywood, features the
"Magic Mile," to identify the entire Uni-
versity District shopping center. The theory
was — and it proved sound — that all mer-
chants in the District would thus benefit
from every announcement aired.
Although the Commercial Club has more
than 250 firm and professional members
(about 100 of them retail businesses), all
available funds under the cooperative ad-
vertising project were snapped up by the
first 17 member merchants who took advan-
tage of the offer.
The first copy went on the air in mid-
November, and while some of the adver-
tisers have arranged for their campaigns to
be spread up to as late as February, most of
the budget has been used during the pre-
holiday season.
Final results cannot be evaluated until
January or later, but the advertising mer-
chants— and University District firms gen-
erally— were expressing strong enthusiasm
for the plan within days after the first an-
nouncements were aired.
The idea originated with Miles Blankin-
ship, executive secretary of the University
District Commercial Club; Cappy Ricks, ad-
vertising man with Cappy Ricks & Assoc.;
and R. B. Harris, KOL account executive.
Mr. Blankinship gave a pre-Christmas eval-
uation of the projects results in these terms:
"There is already discernible an above-
normal increase in shopper traffic for this
time of the year. Ordinarily, the Christmas
shopping in our District reaches its peak
during the week or week-and-a-half before
Christmas, but this year it seems to have
started at the beginning of December.
"Moreover," he added, "it isn't only the
advertisers themselves who are benefiting.
THE BEST FRIEND A STATION EVER HAD!
"TelePrompTer equipment has been a
tremendous asset to our Program De-
partment. We would be lost without
this equipment, and our production
quality could not be maintained with-
out its availability."
Mr. Glenn G. Griswold, Gen. Mgr.
KFEQ-TV, St. Joseph, Mi ssoun
—11 CORPORATION — —
Jim Blair, Equipment Sales Manager
311 West 43rd Street, New York 36, N. Y., JUdson 2-3800
Our new TelePro 6000 rear
screen projector produces 6000
lumens ol I i 3 ht with a 3000 watt
bulb
Page 104 • December 16, 1957
Broadcasting
We see more traffic throughout the whole
University District and business is up among
our members generally."
Mr. Ricks called the experiment "a real
success" and said, "Everyone is very happy."
He expressed confidence that the Commer-
cial Club will use the same format during
next year's pre-Christmas season and in-
dicated there is "quite a good possibility"
for similar cooperative advertising arrange-
ments in connection with other University
District events during the year.
A spokesman for KOL summarized by
citing two advantages for the participating
merchants:
"1. Half of their advertising costs, up to
a point, are paid by the Commercial Club.
"2. They also get advantage of the 312-
time spot rate (because of the Club's con-
tract) instead of the 26-time or 52-time rate
which would otherwise apply to their ad-
vertising.
"The Commercial Club in turn," he noted
further, "spreads its District advertising
money over a longer time, and with greater
coverage."
The plan was approved in advance by the
membership of the Commercial Club, in-
cluding those who had no intention of using
the cooperative funds themselves. Club dues
are scaled to the size of the business and
the distance from the center of the District,
and range from $60 to $1,100 a year.
The University District Commercial Club
has no other radio or television advertising
scheduled at present except for an 80-spot
pre-Christmas schedule on KJR Seattle run-
ning from December 5-23. These 30-second
announcements likewise feature the "Magic
Mile" jingle and plug the District as a
whole.
'Big IT Contest Concludes
"Fisbie" has been selected by WHAS-TV
Louisville as the name for its ch. 1 1 figure
and is registering it as the station's trade-
mark. Chosen from more than 40,000 en-
tries in its "Big 1 1
Name Me" contest
[Programs & Promo-
tions, Nov. 4], the
name constitutes the
first letter of each word
in WHAS-TV's slogan:
"Foremost in Service,
Best in Entertainment." Eleven prizes, in-
cluding a 1958 Edsel car and ten GE tv
sets and appliances, were awarded winners
of the contest.
Texan's Mating Call Aired on ABN
The owner of an air-conditioning plant in
Waco, Tex., mentioned in an interview on
Don McNeill's Breakfast Club (Monday
through Friday, 9-10 a.m. EST over ABN)
that he was looking for a wife — preferably a
widow with three or four children. To date
he has received some 400 letters and more
than 9,000 telephone calls from listeners,
most of which come from women also
searching for a mate. Some of the mail is
from people telling him it was heartening to
hear there are men who are interested in
widows with ready-made families and bache-
lors have asked him to turn his list over to
them after he's taken his pick.
Sinatra to Direct Bing Crosby
Frank Sinatra again will be teamed with
Bing Crosby in a filmed half-hour pre-
Christmas program on ABC-TV's The Frank
Sinatra Show Dec. 20, marking the first
joint appearance of the two song stylists
since CBS-TV's Edsel Show last October.
Mr. Sinatra will make his debut as a direc-
tor with this special musical program. All
of the half -hour musicals, starting Jan. 3,
will be live [At Deadline, Nov. 25]. Spon-
sors of the series are Liggett & Myers' Ches-
terfield cigarettes and Bulova Watch Co.,
both through McCann-Erickson.
Baton Rouge Gum-Beaters Battle
Women listeners to WLCS Baton Rouge
were invited to see if they could out-talk
each other in a "Champion Chatterers" con-
test it staged at a local theatre. The station
offered $50 and a loving cup to the one,
out of the 25 starters, speaking the longest.
Rules of the contest: Talk constantly at a
normal level. All chatter must make good
sense. Water only will be taken orally and
trips to the ladies room will not be an excuse
to quit talking.
Contestants started talking all at once
and the station aired the proceedings every
20 minutes. After 18 hours, all but two con-
testants were out of the running for the
prizes which also included over 15 contribu-
tions from local merchants. The winner, a
speech major at Louisiana State U., had to
chatter for 26 hours to get the prizes.
JUST to make sure Santa Claus would
not forget about stopping in Orlando,
Fla., this Christmas, several children from
that city visited Macy's Santa Claus in
New York. They presented him with a
gift of Orlando oranges from local
children and WHOO, same city.
'Mighty Joe Young' Corresponds
To promote "Mighty Joe Young," fea-
ture film on Million Dollar Movie, WOR-
TV New York sent tv columnists and trade
editors a letter from "Mr. Joseph Young,
c/o Civilization, Johannesburg, South Af-
rica." The station also communicated with
all real-life Joseph Youngs in a 17-county
area surrounding New York, notifying them
of the show and presented them with MDM
ash trays.
ADAM
YOUNG, INC.
National Rep
Reach Your Sales Goal
With the Two Best
POWffi
Pi/TYS
in the Detroit Area!
GUARDIAN 8LDG.
Detroit 26, Michigan
J. E Campeau, Pres.
Broadcasting
December 16, 1957 • Page 105
PROGRAMS & PROMOTIONS continued
NBC-TV Realigns Saturday Shows
Effective last Saturday, coincidental with
the premiere of its Ruff and Reddy Show
cartoon program, NBC-TV is presenting
a new lineup of its Saturday morning shows.
Scheduled as follows: Howdy Doody (10-
10:30 a.m.); Ruff and Reddy (10:30-1 1 a.m.);
Fury (11-11:30 a.m.); Andy's Gang (11:30
a.m. -noon); My True Story (noon-12:30
p.m.), and Detective's Diary (12:30-1 p.m.).
'Biggest Christmas Tree' Lit
WRCA-TV New York last Thursday car-
ried Christinas at Rockefeller Center (5:30-
6:40 p.m. EST), a special 70-minute pro-
gram centering around the annual lighting of
"the biggest Christmas tree in New York."
Participating in the show were world cham-
pion figure skater Dick Button, Tex and
Jinx McCrary, Johnny Andrews, Josie Mc-
Carthy and Monte Hall.
ABN Selects Its Own Hit Record
American Broadcasting Network this
week has begun selecting its own hit record
"preview of the week." The network chooses
a newly recorded tune each week which it
believes will reach hit proportions. ABN's
seven daily live shows will promote the
selection chosen on the basis of a weekly
consensus of all personalities, singers, music
directors and producers.
Relatives Plugging KMGM-TV Films
KMGM-TV Minneapolis last week started
a "telethon" to promote audience interest in
its feature film programming. Ted Cott, vice
president in charge of stations for National
Telefilm Assoc., which owns KMGM-TV,
suggested the following: The wife or other
close relative of KMGM-TV employes each
should call 40 persons in Minneapolis each
evening and recommend that they tune in
to watch the feature film. By last Thursday,
40 relatives were telephoning Minneapolis
viewers each evening and, according to Mr.
Cott, the reaction for the first three days
was "fantastic." Viewers told callers they
were "happy to be reminded of the feature
films" and an overwhelming majority in-
dicated they would tune in to KMGM-TV,
he said.
Disc Jockeys at Philly Auto Show
To assure advertisers that WRCV Phila-
delphia commercials reach a "large and in-
terested audience," the station is sending
clients a letter describing the activities of the
personalities that promote their products.
The Philadelphia Automobile Show Nov. 15
saw disc jockeys Bill Mayer, Vince Lee and
Hy Lit running a booth where visitors were
invited to throw darts at balloons to win a 45
rpm record. Prior to this, Vince Lee helped
Elsa Maxwell emcee Monitor's coast-to-
coast broadcast of the auto show's opening
ceremonies, Jonathan Winters as guest.
Messrs. Lee and Lit also remoted their shows
from the exhibition and, among other per-
sonal appearances, WRCV disc jockeys are
accompanying Santa Claus this month in a
local department store.
ABOVE: KLIX Twin Falls, Idaho, "Dapper D. J.'s" are interviewed by another
station personality, Happy Holly Houfberg, as they enter the hotel for their broad-
cast. The d.j.'s were introduced in connection with the station's balloon-dropping
promotion. INSET: Listening to a special presentation disc of WXYZ Detroit's
Sunday Best are (I to r) Paul Winter, host of the show; Theda Meltzer, W. B. Doner
receptionist; W. B. Doner, president of the agency, and Doug Campbell, WXYZ
sales representative. Mr. Winter dressed in formal -attire and accompanied WXYZ
sales representatives to the various agencies.
D. J.'S GO FORMAL
It looks as if the trend in attire for
d.j.'s might be undergoing a change. That
is, if the promotions reported by KLIX
Twin Falls, Idaho, and WXYZ Detroit
are any indication. In both cases, the
d.j.'s have gone formal.
Its balloon-dropping promotion [Pro-
grams & Promotions, Dec. 9] was so
successful, says KLIX, that it decided to
hold another one. The station, which op-
erates on 1310 kc, dropped 1,310 balloons
on the city and at the moment they were
let go, the "Dapper D. J.'s," dressed in
swallow-tail coats, striped trousers, hom-
burgs, ivory-tipped walking sticks and
silk gloves, arrived at a local hotel. The
three Dapper D. J.'s were ushered into
the hotel on a red carpet and conducted
an hour-and-a-half broadcast during
which they interviewed diners in the hotel
restaurant and gave descriptions of their
own meals.
The balloons, which were dropped
near the hotel, contained numbered cer-
tificates and finders of the lucky numbers
were awarded prizes of jewelry, house-
hold appliances and checks of $13.10,
$131, $500 and $1,310. In addition to
the winning certificate numbers, lucky
telephone numbers were picked. KLIX
reports that 6,000 people turned out for
the promotion.
After their introduction, the d.j.'s
made personal appearances around town
on special remotes and at football games,
strolled down main street, visited spon-
sors, hosted at KLIX's open house and
continually read the winning certificate
and telephone numbers. KL1X-TV tele-
cast the occasion when the winners re-
ceived their prizes and the station reports
that 100,000 viewers witnessed it.
In Detroit, WXYZ's Paul Winter was
formally dressed when he called on agen-
cy executives and presented them with
carnations and copies of his album "A
Winter's Tale" and played a special pres-
entation disc of his show, Sunday Best.
He was accompanied on the agency
rounds by WXYZ' sales representative.
Page 106 • December 16, 1957
Broadcasting
FOR THE RECORD
Station Authorizations, Applications
As Compiled by BROADCASTING
December 5 through December 11
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp— construction per- night. LS — local sunset, mod. — modification,
mit. ERP — effective radiated power, vhf — very trans. — transmitter, unl. — unlimited hours, kc —
high frequency, uhf — ultra high frequency, ant. kilocycles. SCA — subsidiary communications au-
— antenna, aur. — aural, vis. — visual, kw — kilo- thorization. SSA — special service authorization,
watts, w — watt, mc — megacycles. D — day. N — STA — special temporary authorization. * — educ.
New Tv Stations
ACTIONS BY FCC
Alexandria, Minn. — Central Minnesota Televi-
sion Co. — Granted vhf ch. 7 (174-180 mc); ERP
26.3 kw vis., 13.2 kw aur.; ant. height above
average terrain 11.04 ft., above ground 1130 ft.
Estimated construction cost $322,442, first year
operating cost $152,000, revenue $183,000. P. O.
address Box 25, Alexandria, Minn. Studio loca-
tion Alexandria, Minn. Trans, location Stearns
County, Minn. Geographic coordinates 45° 42' 40"
N. Lat., 95° 06' 40" W. Long. Trans-ant. RCA.
Legal counsel Segal, Smith & Hennessey, Wash-
ington 6, D. C. Consulting engineer Julius M.
Hetland, Fargo, N. D. Principals include Thomas
A. Barnstuble (21%), Julius Hetland, Jarold W.
Bangert, E. C. Reineke (each 10%) and others.
Messrs. Barnstuble and Hetland have been em-
ployes of WD AY Fargo; Mr. Reineke has had
over 50% stock in WDAY, and Mr. Bangert is
attorney. Announced Dec. 5.
Provo, Utah — Beehive Telecasting Corp. —
Granted vhf ch. 11 (198-204 mc); ERP 3.029 kw
vis., 1.514 kw aur.; ant. height above average ter-
rain 414 ft., above ground 337 ft. Estimated con-
struction cost $64,780, first year operating cost
$96,000, revenue $120,000. P. O. address Box 583,
Provo. Studio location Provo. Trans, location
Orem, Utah. Geographic coordinates 40° 16' 50"
N. Lat., 111° 40' 46" W. Long. Trans. DuMont, ant.
RCA. Legal counsel Rawlings, Wallace, Robert &
Black, Salt Lake City. Consulting engineer Earl
T. Paulson, Northridge, Calif. Principals are Pres.
Samuel B. Nissley (24%), steel plant supervisor,
Vice Pres. Arthur R. Riley (1%), building con-
tractor, Sec.-Treas. Jeanette C. Nissley (2%),
employe of KEYY Provo, Robert W. Hughes
(20%), attorney, and James W. Nixon (1%),
physician. Announced Dec. 11.
APPLICATIONS
Gainesville, Fla.— U. of Fla.* vhf ch. 5 (76-82
mc); ERP 16.6 kw vis., 8.7 kw aur.; ant. height
above average terrain 482.5 ft., above ground
468 ft. Estimated construction cost $221,635, first
year operating cost $30,000, revenue not applicable.
P. O. address Dr. Harry M. Philpott, 226 Admin-
istration Bldg., U. of Fla., Gainesville, Fla.
Studio location Gainesville, Fla. Trans, location
5.5 miles NW of Gainesville. Geographic coordi-
nates 29' 42' 34" N. Lat.. 82° 23' 51" W. Long.
Trans. RCA, ant. GE. Legal counsel Krieger &
Jorgensen, Wash., D. C. Consulting engineer Wil-
liam J. Kessler, Gainesville, Fla. The Board of
Control, a public corp. of State of Fla., will
act for and on behalf of U. of Fla. U. of Fla. is li-
censee of WRUF-AM-FM Gainesville, Fla. State
U. is licensee of WFSU-FM Tallahassee, Fla. An-
nounced Dec. 11.
St. Petersburg, Fla.— WTSP-TV Inc., vhf ch. 10
(192-198 mc); ERP 316 kw visual, 158 kw aural;
ant. height above average terrain 980 ft., above
ground 1036 ft. Estimated construction cost
$1,351,110, first year operating cost $905,767, rev-
enue $950,000. P. O. address 11450 Gandy Blvd.,
St. Petersburg, Fla. Studio location St. Peters-
burg, Fla. Trans, location Tarpon Springs, Fla.
Geographic coordinates 28° 11' 04" N. Lat., 82°
45' 39'' W. Long. Trans. RCA, ant. RCA. Legal
counsel Kirkland, Fleming, Green, Martin & Ellis
and Steve Tuhy, Wash., D. C. Consulting engi-
neer A. D. Ring & Assoc., Wash., D. C. Owners
are N. Joe Rahall (26.4%), Sam G. Rahall,, Farris
E. Rahall (each 26.3%) and others. N. Joe Rahall
is president and 23.4% owner of WKAP Allen-
town, Pa., president and 23.8% owner of WNAR
Norristown, Pa., president and 47.75% owner of
WWNR Beckley, W. Va., 20% owner of WFEA
Manchester, N. H., president and 33y3% owner of
WTSP St. Petersburg. Sam G. Rahall is 23.4%
owner of WKAP, 23.8% owner of WNAR, 15.25%
owner of WWNR, 20% owner of WFFA, Z3\'3%
owner of WTSP. Farris E. Rahall is 23.4% owner
of WKAP, 23.8% owner of WNAR, former 100%
owner of WFEA, 331/3% owner of WTSP. An-
nounced Dec. 5.
Moline, 111. — Moline Television Corp. vhf ch. 8
(180-186 mc); ERP 316 kw vis., 158 kw aur.; ant.
height above average terrain 1,000 ft., above
ground 1,062 ft. Estimated construction cost $782,-
441, first year operating cost $573,352 revenue
$598,312. P. O. address Francis J. Coyle, 3100
Coaltown Rd., Moline, 111. Studio location Moline,
111. Trans, location near Orion, 111. Geographic co-
ordinates 41° 18' 44" N. Lat., 90° 22' 47" W. Long.
Trans., ant. RCA. Legal counsel Hogan and Hart-
son, Wash., D. C. Consulting engineer A. Earl
Cullum Jr., Dalas, Tex. Owners are Francis J.
Coyle (12.5%), Frank P. Schreiber, Richard
Stengel, Samuel M. Gilman, David Parson (each
10%) and others. Mr. Coyle is attorney. Mr.
Schreiber, former manager WGN-AM-TV Chi-
cago, has loan, restaurant and insurance interests.
Mr. Stengel is attorney. Mr. Gilman is attorney.
Mr. Parson is attorney. Announced Dec. 11.
Eugene, Ore. — Liberty Television Inc. vhf ch. 9
(186-192 mc); ERP 281 kw vis., 141 kw aur.; ant.
height above average terrain 1,584 ft., above
ground 273 ft. Estimated construction cost $404,-
792, first year operating cost $200,000 revenue
$300,000. P. O. address 416 Tiffany Bids., Eugene,
Ore. Studio location near Eugene, Ore. Trans,
location near Eugene, Ore. Geographic coordi-
nates 44° 06' 58" N. Lat., 122° 59' 55" W. Long.
Trans., ant. RCA. Legal counsel Fly, Shuebruk,
Blume and Gaguine, Wash., D. C. Consulting
engineer Vandivere, Cohen and Wearn, Wash.,
D. C. Owners are Donald A. McDonald (35.36%),
Elizabeth M. Silva, Julio William Silva, C. E.
Carlson (each 17.4%) and others. Mr. McDonald
has employment agency and lamp manufacturing
and fruit growing interests. Julio Silva is in auto
sales and leasing. Elizabeth Silva is in auto sales
and leasing. Announced Dec. 5.
Fajardo, P. R. — Continental Bcstg. Corp. vhf
ch. 13 (210-216 mc); ERP .848 kw vis., .424 kw
aur.; ant. height above average terrain 50 ft.,
above ground 237 ft. Estimated construction cost
$35,906, first year operating cost $50,000 revenue
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
NEW ENGLAND
INDEPENDENT
$130,000
Exclusive full-
time market over
40,000. Ideal for
owner- operator.
Real estate valued
over $40,000.
Good profits.
29% down.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
MIDWEST
NETWORK
FULLTIME
$150,000
Terrific agricul-
tural and urban
coverage. Making
money. Well
equipped. Terms
available. Good
real estate.
CHICAGO, ILL.
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
SOUTH
MAJOR
MARKET
$135,000
Border Tri-State
growth market.
Excellent financ-
ing. Tax advan-
tages to owner-
operator. Good
terms.
ATLANTA, GA.
Jacfc L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
WEST TEXAS
INDEPENDENT
$85,000
Number one sta-
tion in semi-
major market.
Well in the black.
Better call us at
once on this de-
sirable property.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1175
WEST
ROCKY
MOUNTAIN
$90,000
Fairly new sta-
tion running in
the black. A real
bargain. Some
financing avail-
able. Station will
capitalize at full
purchase price.
SAN FRANCISCO
W. R. (lite) Twining
I I I Sutter St.
EX 2-5671
The First1 and Only2 National Media Brokerage Firm
1. First In properties sold— Small. Large and Volume 2. Coast-to-Coast. Five Offices Stratedcally Located
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting December 16, 1957 • Page 107
FOR THE RECORD continued
BILLY BANKS, President
Like Hundreds
of Broadcasters . . .
President
BILLY BANKS of
WHAT
Philadelphia, Pa.
and General Manager
DOLLY BANKS
Selected
STAINLESS TOWERS
DOLLY BANKS, Gen. Mgr.
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
for Informative
Literature.
brainless, inc.
NORTH WALES • PENNSYLVANIA
$60,000. P. O. address Ponce de Leon Ave. 566,
Box 168, Hato Rey, Puerto Rico Studio location
Fajardo, P. R. Trans, location Fajardo, P. R. Geo-
graphic coordinates 18° 19' 54" N. Lat., 65° 39'
04" W. Long. Trans. Adler, ant. RCA. Consulting
engineer Kear and Kennedy, Wash., D. C. Con-
tinental Bcstg. operates WHOA San Juan, P. R.,
and is owned by William R. Anthony (71.43%)
and others. Mr. Anthony is electronic engineer.
Announced Dec. 10.
Yakima, Wash. — Yakima Television Corp. uhf
ch. 23 (524-530 mc); ERP 22.5 kw vis., 12.14 kw
aur.; ant. height above average terrain 959 ft.,
above ground 148 ft. Estimated construction cost
$165,200, first year operating cost $130,000, reve-
nue $180,000. P. O. address Richard E. Jones, 315
W. Sprague St., Spokane 4, Wash. Studio location
Yakima, Wash. Trans, location 2.25 miles south-
west of Union Gap, Wash. Geographic coordi-
nates 46° 31' 55" N. Lat., 120" 30' 30" W. Long.
Trans., ant. RCA. Legal counsel Wheeler and
Wheeler, Wash., D. C. Consulting engineer David
I. Green, Spokane, Wash. Owners are Joseph
Harris, Norman Alexander (each 40%) and Rich-
ard E. Jones (20%). Mr. Harris is 40% owner of
KELP-AM-TV El Paso, Tex., and 45% stockholder
of KXLY-AM-TV Spokane, Wash. Mr. Alexander
is 40% owner of KELP-AM-TV and 45% owner
of KXLY-AM-TV. Mr. Jones is 20% stockholder
of KELP-AM-TV and general manager of KXLY-
AM-TV. Announced Dec. 10.
Existing Tv Stations
ACTIONS BY FCC
WDSM-TV Superior, Wis. — Granted mod. of
license to change main studio location to Duluth,
Minn.; by letter, FCC denied petition of Red
River Bcstg. Co. Inc. (KDAL-TV ch. 3) Duluth, to
designate the application for hearing. (Ch. 6 is
assigned to hyphenated cites of Duluth-Su-
perior.)
CALL LETTERS ASSIGNED
WTEN (TV) Vail Mills, N. Y.— Capitol Cities
Television Corp. Changed from WCDA (TV).
WNEP-TV Scranton, Pa. — Union Bcstg. Co.,
ch. 16. Changed from WARM- TV, effective Jan.
1, 1958.
KZTV (TV) Corpus Christi, Tex.— K-Six Tele-
vision Inc., ch. 10. Changed from KSIX-TV, ef-
fective Jan. 1, 1958.
Allocations
PROPOSED TV CHANNEL CHANGES
Commission invites comments by Jan. 3, 1958,
to petition by Gulf Television Corp. (KGUL-TV
ch. 11) Galveston, Tex, to shift ch. 11 to Houston.
In event Commission decides to amend rules as
proposed, it will determine what further steps
should be taken in light of outstanding authoriza-
tion to KGUL-TV on this ch. Announced Dec. 5.
By notice of proposed rule making, Commis-
sion invites comments by Jan. 15 to proposal by
Cascade Bcstg. Co. (KIMA-TV ch. 29, Yakima,
KEPR-TV ch. 19, Pasco, both Wash., and through
subsidiaries KBAS-TV ch. 43, Ephrata, Wash.,
and KLEW-TV ch. 3, Lewiston, Idaho) to make
Walla Walla, Wash., all-uhf by deleting vhf chs.
5 and 8 assignments there, which have been idle
for some time. Announced Dec. 11.
Translators
Redwood Tv Improvement Corp., Redwood,
Falls, Minn. — Granted cps for three new tv trans-
lator stations — one on ch. 73 to translate pro-
grams of educational station KTCA-TV (ch. 2),
St. Paul, second on ch. 80 to translate programs
of KMGM-TV (ch 9) Minneapolis, and third on
ch. 83 to translate programs of WTCN-TV (ch.
11) also Minneapolis. This is first rebroadcast of
educational programs by tv translator station.
Announced Dec. 11.
New Am Stations
ACTIONS BY FCC
Durango, Colo. — Basin Bcstg. Co. — Granted
1240 kc, 250 w unl. P. O. address Box 663, Du-
rango. Estimated construction cost $20,009, first
year operating cost $36,000, revenue $60,000. Prin-
cipals include Henry M. Long (pres.-20%), radio
station supervisor, Colo. State Patrol; William H.
Boulden (18%), employe, La Plata Electric Assn.,
Durango; Carl W. Boulden (6%), construction
foreman; Delbert W. Montgomery (8%), employe.
La Plata1 Electric Assn., and John C. Peters
(12%), real estate interests. Announced Dec. 11.
Franklin, Pa.— Robert H. Sauber — Granted 1430
kc, 500 w D. P. O. address 523V2 N. Perry Ave.,
P. O. 184 Titusville, Pa. Mr. Sauber, sole owner,
is 32% owner and operating manager of WTIV
Titusville. Announced Dec. 11.
APPLICATIONS
Newport Beach, Calif. — San Luis Rey Bcstg.
Co., 820 kc, 500 w D. P. O. address Box 779,
Oceanside, Calif. Estimated construction cost $27,-
470, first year operating cost $78,000, revenue $90,-
000. Owners are Courtland W. Shancks and
Thelma M. Shancks (as tenants in common),
Nathaniel P. Maurer, Walter Johnson, Thomas
W. Braden, Earl N. Frazee and Francis M. Fra-
zee (as tenants in common), Elmer Glasser, Ed-
ward S. Ridley and Mary V. Ridley (as tenants in
common), David Rorick Jr. and Moritz Zenoff
(each 11.11%). Courtland and Thelma Shancks
have retail hardware & appliance stores. Mr.
Maurer is flower grower. Mr. Johnson is fire
chief. Mr. Braden is newspaper publisher. Earl
and Frances Frazee are retired. Mr. Glasser has
clothing store. Edward Ridley is newspaper
business manager. Mr. Rorick is auto dealer. Mr.
Zenoff is newspaper publisher. Announced Dec.
5.
Sacramento, CaUf. — Northern Calif. Bcstg. Co.
1030 kc, 500 w Unl. P. O. address Melvyn E.
Lucas, Box 608, Sacramento, Calif. Estimated
construction cost $14,697, first year operation cost
$42,000, revenue $62,000. Owners are Melvyn Ed-
ward Lucas (30%), Clarence A. Holien (25%) and
others. Mr. Lucas is auto salesman. Mr. Holien is
auto sales manager. Announced Dec. 11.
Moss Point, Miss. — Gulf Coast Bcstrs. 1140 kc,
P. O. address Box 112, Natchez, Miss. Estimated
construction cost $20,135, first year operating cost
$36,000, revenue $42,000. Anthony E. Zuccaro, sole
owner, is in wholesale petroleum. Announced
Dec. 9.
Toms River, N. J.— WFPG Die. 1230 kc, P. O.
address Steel Pier, Atlantic City, N. J. Estimated
construction cost $14,773, first year operating cost
$60,000, revenue $75,000. Owners are Jerome Sill
(98%) and others. Mr. Sill is president and 98%
owner of WFPG Atlantic City, N. J. Announced
Dec. 11.
Albuquerque, N. M. — Tara Bcstg. Corp. 1310
kc, 1 kw D. P. O. address Murray J. Chikofsky,
Esq., 444 W. 56th St., New York 19, N. Y. Esti-
mated construction cost $29,640, first year operat-
ing cost $70,000, revenue $75,000. Owners are
Larry Stern, Arthur Alexander and Murray J.
Chikofsky (each one-third). Mr. Stern is tv film
sales and distributor rep. Mr. Alexander has
various film interests. Mr. Chikofsky is house
counsel of film firm. Announced Dec. 11.
Urbana, Ohio — Charles H. Chamberlain. 1040 kc,
500 w D. P. O. address Box 344, Bellefontaine,
Ohio. Estimated construction cost $16,091, first
year operating cost $48,000, revenue $60,000. Mr.
New England
SI 90,000.00
Excellent fulltime facility in heavily populated monopoly
market. Showing nice profit and substantial annual improvement.
$40,000 down with reasonable terms on balance.
Exclusive with
mpani]
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
Page 108 • December 16, 1957
Broadcasting
!
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-541 1
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE •
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE •
RUSSELL P. MAY
711 14th St.. N. W.
Washington 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE*
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFGCB "
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE*
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE *
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1000 Conn. Ave. Leesburg, Va.
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A PULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
PhojK Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write Fer Free Catalog, specify course.
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE *
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C
Member AFCCE •
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE •
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. Dl. 3-7503
SPOT YOUR FIRM'S NAME HERE,
To Be Seen by 77,440* Readers
— among them, the decision-making
station owners and managers, chief
engineers and technicians— applicants
for am, fm, tv and facsimile facilities.
*1956 ARB Continuing Readership Study
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE *
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8213
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
1
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BIT2ER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Lufkin, Texas
NEptune 4-4242 NEptune 4-9558
Broadcasting
December 16, 1957
Page 109
FOR THE RECORD continued
Planning
a Radio
Station?
RCA can help you with equip-
ment and planning. For exam-
ple, three basic floor plans,
for three different size sta-
tions illustrate how the very
latest equipment can be
arranged to perform effi-
ciently with a minimum of
capital and personnel.
Complete brochure, including floor
plans, equipment requirements
and discussion of current trends
now available. For your free copy,
write to RCA, Dept. AC-22, Build-
ing 15-1, Camden, N.J.
RADIO CORPORATION
of AMERICA
COMMERCIAL STATION BOXSCORE
As Reported by FCC through Oct. 31
AM
FM
TV
Licensed (all on air)
3,092
522
373
CPs on air (new stations)
65
1 1
12U
CPs not on air (new stations)
122
47
119
Total authorized stations
3,279
580
655
Applications for new stations (not in hearing)
368
30
75
Applications for new stations (in hearing)
116
9
51
Total applications for new stations
484
39
126
Applications for major changes (not in hearing)
217
16
42
Applications for major changes (in hearing)
26
1 . .
10
Total applications for major changes
243
17
52
Licenses deleted
0
1
0
CPS DELETED
4
0
2
SUMMARY OF STATUS OF AM, FM, TV
Compiled by BROADCASTING through Dec. 11
ON AIR CP TOTAL APPLICATIONS
Lie. Cps Not on air For new stations
AM 3,092
FM 522
TV (Commercial) 3731
65
11
1202
136
57
123
506
44
137
OPERATING TELEVISION STATIONS
Compiled by BROADCASTING through Dec. 11
VHF UHF
Commercial 409 85
Non-Commercial 22 6
TOTAL
494s
28*
1 There are, in addition, six tv stations which are no longer on the air, but retain their
licenses.
2 There are, in addition, 37 tv cp-holders which were on the air at one time but are no
longer in operation, but which retain their program authorities or STAs.
3 There have been, in addition, 177 television cps granted, but now deleted (33 vhf and
144 uhf).
4 There has been, in addition, one uhf educational tv station granted, but now deleted.
Chamberlain, sole owner, is in welding and ma-
chine work. Announced Dec. 10.
Existing Am Stations
ACTIONS BY FCC
KFVS Hirsch Bcstg. Co., Cape Girardeau, Mo.,
Wabash Valley Bcstrs., The Firmin Co., Vin-
cennes, Ind. — Designated for consolidated hear-
ing applications of Wabash Valley and Firmin for
new am stations to operate on 960 kc, 500 w, DA-
D, and Hirsch to increase daytime power of
KFVS from 1 kw to 5 kw, continuing operation
on 960 kc, 500 w, DA-N, U; made WAVE Louis-
ville, Ky., and WXLW Indianapolis, Ind., parties
to proceeding. Announced Dec. 11.
WBSE Hillsdale, Mich. — Designated for hear-
ing application to increase power on 1340 kc
(unlimited time) from 100 w to 250 w; made
WEXL Royal Oak, Mich., and WTRC Elkhart,
Ind., parties to proceeding. Announced Dec. 5.
KOYE Ysleta, Texas — Granted mod. of cp to
change studio, ant-trans, location to El Paso, and
make other changes (1150 kc, 1 kw, D); engi-
neering condition. Announced Dec. 11.
WKIY La Crosse, Wis. — Granted change of op-
eration (unlimited time) on 580 kc from 1 kw,
DA-1, to 1 kw, 5 kw-LS, DA-2; engineering con-
ditions. Announced Dec. 5.
CALL LETTERS ASSIGNED
KRFA Fordyce, Ark. — Dallas County Bcstg.
Co., 1570 kc.
KADY St. Charles, Mo. — St. Charles County
Bcstg. Co., 1460 kc.
WLEM Emporium, Pa. — Emporium Bcstg. Co.,
1250 kc.
New Fm Stations
ACTIONS BY FCC
San Jose, Calif. — The Audio House Inc. —
Granted 98.5 mc, 3.3 kw unl. P. O. address 1506
Cherry Valley Drive, San Jose 25, Calif., condi-
tioned that program tests will not be authorized
until proof is submitted that Edward W. Meece
has severed relationship with KPFA (FM) Berke-
ley. Estimated construction cost $3,382, first year
operating cost $3,600, revenue $4,200. Owners are
Edward Meece, Ethel B. Meece and Richard H.
Shields. No stock has been issued or subscribed.
Mr. Meece is engineer; Ethel Meece is housewife;
Continues on page 115
ALLEN KANDER & CO.
EGO
EVALUATIONS,
FINANCIAL
ADVISERS
AT O R S
FOR THE PURCHASE AND SALE OF
RADIO and TELEVISION
STATIONS
WASHINGTON
NEW YORK
CHICAGO
DENVER
1625 Eye St., N.W. NAtional 8-1 990
60 East 42nd St. MUrray Hill 7-4242
35 East Wacker Dr. RAndolph 6-6760
1 700 Broadway Acoma 2-3623
Page 110 • December 16, 1957
Broadcasting
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 20^ per word — $2.00 minimum • HELP WANTED 25tf per word — $2.00 minimum.
• AH other classifications 30tf per word — $4.00 minimum. • DISPLAY ads #20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting expressly repudiates any liability or responsibility for their custody or return.
RADIO RADIO RADIO
Help Wanted Help Wanted— (Cont'd) Help Wanted— (Cont'd)
Management
Eastern chain has new station under construction.
Needs assistant station manager immediately.
Eventually promotion to manager. Applicant
must have several years announcing experience,
sales experience, must be married, must have car.
Send tape, resume and photo. Box 157C, BROAD-
CASTING.
Station manager. New, well-equipped central
Kentucky station. Must have proven executive
and sales abilities supported by record of past
performance and references. Box 352C, BROAD-
CASTING.
Sales
Experienced announcer-salesman, salary plus
15% commission. Some active accounts. Opening
January 15 or 30. Send tape, resume and refer-
ences. Box 310C, BROADCASTING.
Immediate opening for experienced salesman in
metropolitan West Virginia's No. 1 market under
new ownership. Excellent guarantee against
15% commission. Established accounts and mar-
ket. Send full information in 1st letter, including
experience and present billing to Box 384C,
BROADCASTING.
Strong selling manager wanted for midwest sta-
tion. Exceptional opportunity. Good salary.
Excellent working conditions, radio and tele-
vision operation. Send full information. Box
393C, BROADCASTING.
Salesman wanted. Married preferred. Experi-
enced. 250 watt Chicago station. Send full in-
formation first letter. Box 400C, BROAD-
CASTING.
Looking for sober salesman with car who can
sell and service city and country accounts for
progressive radio station. Send resume. P. O.
Box 437, Rockford, 111.
The man we want is young, absolutely reliable,
and capable of becoming sales manager for a
very good small market station. He must have
at least two years of sales experience and under-
stand that his compensation is related to his
own efforts. For such a man we have a very
good proposition. Write for full particulars to
Dick Vick, KGEZ, Kalispell, Montana.
In a small station somewhere, there is a sales
manager with a successful record, who would
like to move to a beautiful, growing central
Florida city of 25,000, and make an excellent liv-
ing with a solidly established 11-year-old 250
watt operation. Interesting proposal for right
man. WSIR, Winter Haven, Fla.
Salesman with desire to be sales manager. For
new station to open after the first of the year.
Write R. H. Sauber, Box 908, Franklin, Penn-
sylvania.
Announcers
Florida top-notch pop DJ. $180 week te start.
Additional Income by selling. Send tape, resume,
references first letter. Box 441B, BROADCAST-
ING.
Combo news-staff man with emphasis on news in
depth. Permanent berth in major Ohio metro-
politan market to man who can cut the mustard.
Starting salary commensurate with experience
and ability. Send resume, photo, tape and other
pertinent information first letter. Box 197C,
BROADCASTING.
Good dependable combination man, southern
market. Write Box 234C, BROADCASTING.
Michigan independent seeks strong afternoon
deejay with restricted license. Send tape and de-
tails to Box 268C, BROADCASTING.
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, BROADCASTING.
Announcers
Central Pennsylvania daytimer has a good job
for a staff announcer. Rush tape and info. Salary.
Box 278C, BROADCASTING.
Experienced announcer-engineer about January
15 or 30th. Pleasant working conditions, good
pay, new equipment. Send complete resume,
tape, references. Box 309C, BROADCASTING.
$500 month for actor dj announcer-wanted
Buoyant following. Ohio. Box 329C, BROAD-
CASTING.
Station in Texas resort city needs staff an-
nouncer with superior voice, authoritative deliv-
ery. Box 337C, BROADCASTING.
Announcer with excellent voice, highly talented
in ad lib and interviewing techniques wanted
by network station in important Texas city.
Box 338C, BROADCASTING.
Announcer for progressive independent in north-
ern vacationland. No floaters. Send tape and
background immediately. Box 366C, BROAD-
CASTING.
New daytime independent in major midwest
market programming for adult audience needs
good, experienced announcer. Send tape, picture
and full details of background. Must be depend-
able and able to follow format. Box 368C,
BROADCASTING.
Announcer-dj wanted for central Illinois sta-
tion. Send tape and letter with full particulars.
Box 377C, BROADCASTING.
Announcer-first phone to operate all night show
five nights a week. $80 weekly plus bonus on
billing. No maintenance. Write Box 382C,
BROADCASTING.
Western Virginia daytimer needs capable an-
nouncer with first ticket. $85.00 per week or bet-
ter, depending on experience. Box 385C, BROAD-
CASTING.
Announcer-first class engineer or a salesman-
first class engineer for northeastern station.
Pleasant working conditions, vacation arrange-
ment. Box 390C, BROADCASTING.
Combo man with 1st class license. Send tape and
complete background. Single preferred. Florida
fulltime radio station. Box 391C, BROADCAST-
ING.
We sponsor teenage parties and several dance
pavilions in our area. We have need of disc
jockies who can produce good reading and
can participate in one or more of these teen-
age parties. We will pay salary plus percentage
of gate after expenses. Rush full details to
Box 395C, BROADCASTING.
Ohio-dj, smooth professional sound, voice with
a smile. Non-top fortier. Knows standards. Call
Akron, Blackstone 3-6171.
Interviewing announcers with background in
farm radio with potential to become farm direc-
tor of progressive radio station. Send resume
and tape recording for our examination. Infor-
mation will be treated with confidence. P. O.
Box 437, Rockford, 111.
Have job openings in south for announcers, sales-
man, engineers. Send resume. Southern radio,
P. O. Box 585, Macon, Georgia.
Have an immediate opening for experienced
board man. Air mail tape and application to
E. C. Pieplow, KSDN, Aberdeen, South Dakota.
Need immediately, combo play-by-play and top
dj for central-Kansas outstanding 1000 watt
town of 42,000 you'll like. Sports include origina-
tion 117 basketball games, 15 football plus na-
tional Juco, Big 8 and regional tournies. Air
mail complete background, photo, taped com-
mercials, music, ad-libs and news, play-by-play
tapes required. J. D. Hill, KWHK, Hutchinson,
Kansas.
Announcers
DJ to spin good music on two shows late
morning and late afternoon, six days, 48 hour
week. Send tape, resume, salary desired to Phil
Spencer, WCSS, Amsterdam, N. Y.
Washington area's top rated independent needs
announcer strong on commercials. No person-
alities. 50,000 watts, 24 hours a day. The new
WEAM, Arlington, Virginia.
Night man must read, ad lib and know music.
Salary open. WFTR, Front Royal, Va. 750.
Staff announcer, experienced. Send tape, photo
and resume to WKBC, North Wilkesboro, N. C.
Immediate opening for experienced announcer
on afternoon shift. 1,000 watter in southwest
Alabama. Salary range $65 to $75. Send tape,
photo, resume to: Ray Griffin, WMFC, Monroe-
ville, Alabama.
Experienced versatile announcer who knows
popular music for Washington, D. C. area inde-
pendent. Send resume, tape and photo to Jack
Moran, WPIK, Alexandria, Virginia.
Technical
Need engineer for active station. Some announc-
ing. Good pay and pleasant working conditions.
Box 138C, BROADCASTING.
Leading independent in southeast has immedi-
ate opening for chief engineer-announcer. Ex-
cellent opportunity, starting salary $425 per
month. Send tape, photograph, resume to Box
375C, BROADCASTING.
Chief engineer, operations manager for suburban
metropolitan station in midwest. Responsible for
maintenance with complete supervision of strict
announcing and operating procedures. Must be
energetic, able to handle personnel, reliable.
Salary $120.00 plus, dependent upon experience
and ability. Box 396C, BROADCASTING.
Wanted, chief engineer. Must be experienced
and have first class license. Send photo and
resume. Box 397C, BROADCASTING.
Wanted, engineer-announcer with first class
phone. Southern West Virginia CBS affiliate. An-
nouncing experience stressed. Transmitter watch
duties to spell other technicians. Immediate open-
ing. Group insurance program. WJLS, Beckley,
West Virginia.
Production -Programming, Others
Do you write sparkling, attention getting com-
mercials? Fast with an idea? Then, you're
needed at leading Illinois indie. Work with an
aggressive staff that helps make the spots flow.
Salary tops, too! Send resume and copy. We'll
call! Box 341C, BROADCASTING.
Mutual station in central U. S. desires ambitious
program director for progressive market. Terrific
opportunity. Send full information to Box 394C,
BROADCASTING.
Wanted, experienced newsman-announcer. Send
photo, tape and resume. Box 398C, BROADCAST-
ING.
Have position open for male or female in copy
and traffic. Send complete letter and sample
of work. P. O. Box 437, Rockford, 111.
RADIO
Situations Wanted
Management
Recently sold my station after ten years of prof-
itable operation. Ready to bring you a most
thorough and comprehensive knowledge of the
broadcasting business, all phases. Married, fam-
ily. 37 years old, available February. Looking
for community with a future. Box 224C, BROAD-
CASTING.
Broadcasting
December 16, 1957 • Page 111
RADIO
RADIO
RADIO
Situations Wanted — (Cont'd)
Management
Assistant manager-program director. Twelve
years radio and tv. Combo. Announcing. Sales.
P-B-P. Writing. Music. College graduate. Stable,
civic-minded, family man. Age 35. Best refer-
ences. Want opportunity, not only to join grow-
ing organization, but to contribute to its growth.
Box 326C, BROADCASTING.
Manager now operating profitable station in
market of 3500. Prefers larger market of not
less than 7,000. Experienced in sales, an-
nouncing, copywriting, 1st phone license. College
degree. Will consider buying interest. Prefer
south. Box 343C, BROADCASTING.
Available: General manager. 20 years in radio.
6 years at one station, 9 years at another, 2 years
at present station of which I am 25 per cent
owner. This station to be sold, and, I desire to
make change. My experience covers every de-
partment of station operations. References will
prove my record one of the finest. Interested in
position of general manager only and with
authority to operate your property. Can invest
$10,000. Married, 3 children, homeowner. Must
have opportunity to make $15,000 annually.
Looking for a solid, business-like operation
where hard work and know-how pay off. Per-
sonal interview at time mutually convenient.
Box 346C, BROADCASTING.
Available February 1st. Thoroughly experienced,
young (27) station manager looking for right
spot with music and news independent. Ten
years in business covers all phases including
top rated dj -program director and station man-
ager. Highest references available. Married with
family. My record proves I can get ratings and
put billing on station. Perhaps we can earn and
learn from each other. Box 387C, BROADCAST-
ING.
General manager available sometime in January.
Family man with good references, and solid
experience. Best terms present company as gen-
eral manager. Leaving for best offer that brings
advancement in my profession. Records and
personal meeting will indicate I'm an excellent
bet for a progressive radio operation. Box 405C,
BROADCASTING.
Sales
A sober mature man, over 20 years experience
in radio and tv sales looking for possible per-
manent position, either tv or radio station.
Experience in sales management, promotion and
merchandising. Have done extensive traveling
and will locate anywhere opportunity warrants.
Box 410C, BROADCASTING.
Executive caliber experienced salesman avail-
able immediately. Present employer recom-
mendation. Jeff Guier, WBEX, Chillicothe, Ohio.
Situations Wanted — ( Cont'd)
Announcers
Basketball announcer, 7 years experience. Finest
of references. Excellent voice. Box 898B,
BROADCASTING.
DJ beginner, capable, eager to please, salary sec-
ondary to opportunity. Grad N.Y. radio school.
Tape and resume immediate on request. Box
203C, BROADCASTING.
Girl-personality, dj, run own board, eager to
please. Free to travel, gimmicks, and sales. Box
204C, BROADCASTING.
Personality- d J strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 205C, BROADCASTING.
Three years experienced combo-man desires
position. First class license, will move, excellent
references. Reply to Box 327C, BROADCAST-
ING.
Announcer, deep voice, 3 years experience, top
pay, kw. Box 347C, BROADCASTING.
Newcaster: Forceful! Voice! Dramatic! Expe-
rienced: Married: 32: Morning man! Sales mana-
ger! Box 350C, BROADCASTING.
Attn.: Florida. Willing to pay $100.00 for excel-
lent announcer or program director? Married, 30,
5 years experience radio & tv. Box 351C,
BROADCASTING.
Dartmouth graduate '56. Sports announcer. Ad-
vised to go to college first and get announcing
experience there. 4 years college and local com-
mercial station. Every program available. Play-
by-play specialty. Sold time, directed. Military
service just completed. Married. Presently tv
copywriter to learn television but sports an-
nouncing urge too strong. Available January.
Prefer east but will go anywhere for right op-
portunity. Tape, resume, photo, best professional
and character references. Box 353C, BROAD-
CASTING.
Sportscaster desires good sports station with em-
phasis on baseball, basketball, football. Pres-
ently employed in midwest. Box 354C, BROAD-
CASTING.
Country dj, announcer. Guitar. Third. Thor-
oughly experienced. Available January. Box
358C, BROADCASTING.
Experienced announcer, salesman, copywriting
program director. Reliable. Anywhere. No
drifter. Looking for future, salary secondary.
Available now. Box 359C, BROADCASTING.
DJ, three years experience, knows music, good
commercial, family. Box 362C, BROADCASTING.
Situations Wanted — (Cont'd)
Announcer
Announcer, IV2 years experience, BA Degree, vet,
23, single; desire permanent position with future
as staff announcer, reporter-announcer or play-
by-play. Box 363C, BROADCASTING.
Deep, friendly voice. 4 years staff announcing
experience. Prefer midwest. $90 minimum. Box
367C, BROADCASTING.
I'm available — announcer-license (no mainte-
nance). Some experience, $400 minimum. Box
369C, BROADCASTING.
Available January. 4 years radio. Know good
music. Married. Employed. Box 371C, BROAD-
CASTING.
4 years experience music and news. Married and
sober. Want to return middle Atlantic area.
Available January. Tape or phone on request.
Box 372C, BROADCASTING.
Top personality discomedian, 36, family-man.
Production-minded, audience-builder, 14 years
radio, 2 years tv. Proven ratings, sell-ability,
thrive on competition. Doing highly-successful,
all-sponsored, all-nite show in top major mar-
ket. Want back mornings-days and out of "juke-
box" station. $200 per week. Tapes, brochures,
best references. Box 379C, BROADCASTING.
Announcer with limited air experience but ex-
cellent potential. 2 years college, radio school
graduate. Married, one child. Restricted license.
Tape and photo available. Box 380C, BROAD-
CASTING.
Staff announcer, strong on music-jazz to classics.
Young, married, veteran. Prefer east coast. Tape
on request. Box 383C, BROADCASTING.
Top rated dj in city of 250,000 looking for chance
in larger market. 10 years experience covering
dj and pd. Tapes and further information avail-
able. Write or wire. Box 388C, BROADCASTING.
Bright, young dj, smooth on board, two years
experience available before January 1. I need
you, you need me, let's get together. Box 389C,
BROADCASTING.
One of the better sports announcers who is
equally capable at staff and news. Young, sober,
married. Consider tv. Need one month to give
present employer notice. Minimum $600 month.
Box 392C, BROADCASTING.
Loking for announcer that sells hard; sells soft
when needed, understands value of personality
in radio and tv shows? I'm your man. Will
work hard for station with opportunities. Western
U. S. preferred. Box 404C, BROADCASTING.
Oklahoma. Because of personal reasons, must
move to Oklahoma. Prefer Tulsa or general NE
area. Experience: Part time since 1949, full time
for past 3V2 years as combo announcer-engineer.
Experienced also in construction. Desire to work
in radio or opportunity to learn tv. Do not
drink, am reliable. Best of references. Must
have 3 weeks notice. Present employer knows
of this ad. For resume, tape and picture, write
1520 N. 18th, Springfield, Oregon.
Staff announcer interested in gathering, writing,
airing local news. B.A. Degree Radio Television
Communications. Presently employed. Nick Alex-
ander, WCIL, Carbondale, 111.
Want staff job radio and/or tv. 12' years show
biz background. Understand importance hard
sell. Married. Will work hard and stick with
good job. Skip Haynes, 13240 So. Ave. F, Box
915, Mitchell 6-2029, Chicago.
Top dj in small market looking for bigger
things. Tapes will prove rating. Present salary
$96. Midwest please! Paul Lazzaro, WGWC,
Selma, Ala.
Technical
Licensed first class chief engineer, qualified farm
director and photographer. Box 266C, BROAD-
CASTING.
First phone, 2y2 years schooling television and
radio, 2V2 years experience, transmitter, studio,
tape, disc, mag film recording. Prefer upper mid-
west. Box 370C, BROADCASTING.
Experienced graduate engineer-announcer over-
seas or state side. Box 403C, BROADCASTING.
Job as engineer any place in Louisiana, 1st class
ticket, with 9 years experience. Will do combo
work if necessary, have own repair equipment.
Write Box 1064 or call National 4-2450, Hot
Springs, Arkansas.
Have first class ticket and experience in radio.
Prefer situation in Mississippi or adjoining state.
Now employed WAZF, Yazoo City, Mississippi.
Write John Gilmore, Post Office Box 44, Eden,
Mississippi.
Make your RADIO and TV future secure
with a
First Class F. C. C. License
Grantham Training Prepares You Here's Proof! *S
how long it took them:
Grantham School of Electronics specialises in License Weeks
preparing students to pass FCC examinations. James M. Farish, 926 Cardone Ave.,
ixr . . ... , Reno, Nev 1st 12
We train you quickly and well. All courses begin Prancis Krugi statjon WNCC,
with basic fundamentals — NO previous training Barnesboro, Pa 1st 14
required. Beginners get 1st class commercial (not Steve Galvan, 1911 Brockwell, Monteray
amateur) license in 12 weeks! _ Park. Ca'if m~Ll^ lst 13
Bernard Kirschner, 504 E. Fifth,
New York, N. T lst 12
■ !_»«•! • n . ■ Richard Meelan, 166 Jerome St.,
Learn by Mail or in Residence Brooklyn, n. y ist 10
Edwin Harman, 6162 Bonner, North
You can train either by correspondence or in Hollywood, Calif lst 12
residence at either division of Grantham School Albert D- Meeleib, Box 136, Elrama,
of Electronics-Hollywood, Calif., or Washing- Gu^0 Ellas,' 66 S.' Elliott ' PI.", ^
ton, D. C. Send for free booklet. Brooklyn, N. Y lst 12
IAIL COUPON TO SCHOOL NEAREST YOL
GRANTHAM SCHOOLS, DEPT. 14-H
821 19th St., N.W., Washington 6, D.C.
OR
1505 N. Western Ave., Hollywood 27, Calif.
Please send me your free booklet, telling how I can get my FIRST CLASS FCC
license quickly. I understand there is no obligation and no salesman will call.
Address
.city.
State
I am interested in: □ Home Study □ Resident Classes
Page 112 • December 16, 1957
Broadcasting
RADIO
TELEVISION
Situations Wanted — (Cont'd)
Help Wanted — (Cont'd)
Production-Programming, Others
Technical
Newsman, 7 years radio-newspaper experience;
seeks metropolitan market, prefers east; ac-
curate, fast coverage, professional air delivery;
best references; car. Box 282C, BROADCASTING.
Continuity director-newscaster, 16 years radio-
tv including 11 years continuity director major
national agency. Permanent local station con-
nection about January 1. Box 319C, BROAD-
CASTING.
Coll. & radio school grad. can do radio news
writing, commercial copy, announcing, keep
books, is willing to start from the bottom. 28,
single, vet. Box 355C, BROADCASTING.
Sports director, salesman, announcer, qualified
to manage, 8 years experience radio and tv.
Box 357C, BROADCASTING.
Man and wife seek connection with growing am
and/or tv station. Prefer mild climate without
smog and congestion. Man is thoroughly expe-
rienced all phases production, direction, writing,
programming. Wife is top executive secretary,
fast shorthand, typing, scheduling, traffic, book-
keeping. Will consider position for husband alone
but team-combo more efficient and economically
practical for station. Top past credits and ref-
erences. Box 361C, BROADCASTING.
Sales and copywriter. Mature adult desires relo-
cation Gulf Coast area, New Orleans to Sara-
sota. Present employer aware of this ad. Back-
ground ten years legit theatre, embracing grease
paint, booking, managing and producing stock.
Five years radio. Have ticket but don't want
board. Can sell and write selling copy with ac-
cent upon production spots, formats and promo-
tions. Present salary and commission earnings
1000 watt Texas indie exceed $600 month. Box
365C, BROADCASTING.
PD-deejay desires deejay work only. Proven
ability; striking Hooper. Enthusiastic; coopera-
tive. Currently employed. Wants major market
only. Available after January, with two weeks
notice. Tape, then interview if worthwhile. Box
376C, BROADCASTING.
Single girl, college graduate, three years expe-
rience in copy, traffic, announcing. Can run own
board. One year, copy supervisor. Available Jan-
uary 1. Box 378C, BROADCASTING.
Negro. Give me 3 months trial. I'll be tops.
Experienced. Box 406C, BROADCASTING.
Program director-news director. I have had wide
experience in both fields with local stations,
networks, agencies. May I send you my com-
prehensive professional resume? Box 408C,
BROADCASTING.
TELEVISION
Help Wanted
Sales
TV salesman who wants profitable opportunity
to sell locally for fine ABC station that leads
3 vhf Wichita, Kansas market is welcome to
submit confidential opplication stating all par-
ticulars, background, experience, income re-
quirements, photo, etc. to Martin Umansky,
KAKE-TV.
Announcers
Mature announcer, authoritative voice, special
events experience, for vhf in important Texas
market. Box 345C, BROADCASTING.
Expanding vhf television station needs experi-
enced tv announcer or radio announcer with tv
potential. Please send photo, tape and resume.
Reply Box 407C, BROADCASTING.
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B, BROADCASTING.
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
Transmitter engineer for vhf station in metro-
politan midwest city. Radiotelephone first re-
quired. Salarry range $80.00 to $125.00, other
benefits. Opportunity to advance from small ra-
dio or tv operations to a large operation. State
experience, education, and provide a recent
snapshot. Box 206C, BROADCASTING.
Immediate openings in new station. Need men
with first class license and experience in uhf
field. All RCA equipped as a combined transmit-
ter and master control operation. Contact Box
356C, BROADCASTING.
TV engineers. At least one year experience. Full
NBC outlet. RCA type transmitter. Northeastern.
Box 401C, BROADCASTING.
If you have a first class license and good voice,
like to work, enjoy eating and dressing well, want
to live in one of the nation's outstanding recrea-
tional areas, and are looking for a- real opportu-
nity with a growing company, rush letter, tape
and photo to Dick Vick, KGEZ-TV, Kalispell,
Montana.
Expansion of staff means opportunity for you to
live and work at established vhf CBS affiliate
in ideal climate of Colorado Springs. First class
license and operating and maintenance expe-
rience in television or radio required. Starting
salary $85.00 and up, depending on experience.
Regular salary review. State experience, educa-
tion, and furnish recent snapshot. H. C. Strang,
Chief Engineer, KKTV, Colorado Springs, Colo-
rado.
Immediate opening for experienced tv engineer
with progressive vhf station. Contact Chief En-
gineer, WJBF, Augusta, Georgia.
Production-Programming, Others
Experienced tv continuity writer. Top vhf net-
work station in midwestern city of 300,000. Ex-
cellent opportunity for right man or woman
to work with professional crew and talent in
outstanding, completely equipped studios. Full
resume, samples, salary requirements, photo re-
quested. Box 339C, BROADCASTING.
Television photographer. If you have know
how, imagination, adaptability, speed, willing-
ness, contact Box 348C, BROADCASTING.
Television director. Top man who can operate
switcher and think ahead. Contact Box 349C,
BROADCASTING.
Director-producer with ability and experience.
CBS-tv affiliate in major SE market. Announc-
ing ability helpful but not necessary. Prefer
college graduate. Picture, resume, references
with first letter. Box 409C, BROADCASTING.
Continuity chief — male. To take over manage-
ment continuity department — midwest tv station
medium market. Must be able to operate with
minimum of supervision. Close cooperation with
sales department and producers expected. Open-
ing immediate. Send full details, including sal-
ary requirements, to Jack Klein, PO Box 470,
Rockford, Illinois.
TELEVISION
Situations Wanted
Sales
Sales manager. Twelve years national, local,
management experience radio and television.
Thirty-five, married, family, presently employed.
$10,000.00. Let's talk it over. Box 279C, BROAD-
CASTING.
Salesman, sales trainee. Young man, now top
talent performer, will accept pay cut to learn
sales and grow with highly professional, solid
organization. Eight years on air and production.
Best references. Box 373C, BROADCASTING.
Announcers
Experienced announcer, presently employed in
radio, desires advancement to tv. Single, 27,
veteran. Tape, resume available. Box 908B,
BROADCASTING.
Television newswriter, newsfilm editor-reporter,
5 years Chicago experience, seeking newscasting
position. Tape, photo available. Box 364C,
BROADCASTING.
Technical
First phone, three years television studio opera-
tion and maintenance experience. Prefer mid-
west. Box 274C, BROADCASTING.
Engineer, first phone, three years experience.
All phases of studio operation. Prefer the west.
Box 297C, BROADCASTING.
RADIO STATIONS FOR SALE '
NORTHWEST
Full time. Exclusive. Grosses
about $40,000 year. Profit-
able.
Full price $40,000 with $12,-
000 down.
SOUTHWEST
1. Daytimer. Exclusive. Low
operating costs. Has earned
present owner over $1,200
monthly.
$60,000 full price. $15,000
down, balance up to 15 years
6%.
2. All new equipment. Day-
time. Grossing around $30,-
000. Exclusive market.
$10,000 down. Good terms on
balance.
Our NATIONAL organization has fine
properties to offer you throughout the
whole United States. Why not contact
us today and let us know what you
want?
ROCKY MOUNTAIN
Absentee owned. Gross now
$3,000 month but should do
$5,000.
Well worth the $35,000 ask-
ing price. Terms to be agreed
upon.
EASTERN FULLTIME
Excellent property in a rich agri-
cultural area. Well equipped.
Well accepted. Gross about $50,-
000.
Asking $65,000 with 29% down.
ROCKY MOUNTAIN
Full time station. Has grossed
$107,000 to $109,000 year. Earned
$40,000 net before taxes and man-
agement for 3 years.
Asking $125,000 with 29% down.
Good terms on balance.
JACK L. STOLL
& ASSOCIATES
A NATIONAL ORGANIZATION for
the sale of Radio & TV Stations
6381 HOLLYWOOD BLVD.
LOS ANGELES 28, CALIF.
Hollywood 4-7279
Broadcasting
TELEVISION
WANTED TO BUY
RADIO
Situations Wanted — ( Cont'd)
Technical
Former tv broadcast technical instructor, all
phases. Philco techrep underwater tv. AM, tv,
other experience. Presently technical writer.
Versatile, personable, mature. Desire return to
fold. All first license. Box 386C, BROADCAST-
ING.
Production-Programming, Others
News director. Employed editor, 31. Top writer,
reporter. Nine years local, state, national news.
Can organize, gather, present news. Box 316C,
BROADCASTING.
Production manager or assistant program man-
ager. Young man, 8 years radio, tv talent, di-
recting, producing, limited administrative ex-
perience and training, desires program depart-
ment post with successful, medium size station
with future advancement. Excellent references.
Box 374C, BROADCASTING.
FOR SALE
Stations
Florida major market, $250,000, terms. Paul H.
Chapman Company, 84 Peachtree, Atlanta.
Middle Atlantic, medium market station, $65,000
with terms. Paul H. Chapman Company, 17 East
48th, New York.
Gulf south, single station market, $35,000 with
one-half cash. Paul H. Chapman Company, 84
Peachtree, Atlanta.
St. Louis-Kansas City area. A top notch market
and station. Full time. Ralph Erwin, Broker.
Tuloma Building, Tulsa.
Special. A semi-metropolitan area with highly
diversified economy. The 0.5 mvm signal of this
station reaches a market in excess of 106,000
people. Mid-continent area. A full-time station.
Offered for private sale to qualified principals
only. Priced under $100,000. Written inquiries are
invited. Ralph Erwin, Broker. Tuloma Building,
Tulsa.
St. Louis-Little Rock area. A full time station
now available. Ralph Erwin, Broker. Tuloma
Building, Tulsa.
Listing DN: Exceptional market of more than
100,000. Semi-metropolitan. Diversified economy.
Less than 300 miles from Kansas City. $45,000
cash handles. Details available upon written in-
quiry from qualified principals. Ralph Erwin.
Broker, Tuloma Building. Tulsa.
Special: A long-established fulltime station in
the Kansas City-Wichita area. Ralph Erwin.
Broker. Tuloma Building. Tulsa.
Norman & Norman, Inc., 510 Security Bldg..
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Equipment
Two Ampex model 350C with new guarantee; one
with remote control. Both for $1750. Also new
Ampex 612 Stereo playback with two 620 speak-
er amplifiers. $500.00 complete. Box 241C,
BROADCASTING.
Four 50KVA, 60 cycle, single phase, air cooled
transformers. Two primaries, 120/240 volts. Sec-
ondary 440/480 volts. Bargain. Box 324C, BROAD-
CASTING.
For sale: 250 watt Gates fm transmitter, fre-
quency monitor, frequency deviator, 200 feet
Andrew coax cable and two bay antenna. Write
KPOC, Pocahontas, Arkansas.
Used Bolex H16mm F1.9 $125; Uhler 16mm
Silent, sound, printer $90: Harriott, WFLA,
Tampa.
RCA type 72-D recording attachment with re-
cording head, base attachment and 1.5 mil cut-
ting stylus (new). Priced to sell as bargain. Call
or write Chief Engineer, WILO, Frankfort, Indi-
ana.
50,000 watts am broadcast transmitter. Western
Electric type 306B, Serial 101. Two year supply
of tubes, $10,000. WJR, Detroit 2, Michigan,
A. Friendenthal.
TV monitors, Miratel, twenty 17" and six 21"
demonstrators. Electrically checked, like new.
Slight cabinet imperfections. 17" $180 each and
21" $215. Each factory guaranteed. Also available
new at $210 and $259. Write Miratel, Inc., 1080
Dionne St., St. Paul 13, Minnesota.
Stations
Two radio men with "know how" interested in
buying station in midwest, New England, or
west. Not speculators. Will move permanently to
area and operate station. Community, neighbor,
service-minded. Plan long range solid, stable
ownership, not fast turnover and quick buck.
Can afford 10 to 15,000 down. Want 75 to 100,000
grosser. Box 381C, BROADCASTING.
Equipment
200 feet of 1% inch coax transmission line. Please
quote price. Reply Ed Dunbar, WBBQ, Box 1209,
Augusta, Georgia.
Wanted tower 200 to 300 feet galvanized 30
pound self supporting. Wire or write descrip-
tion and price to E. C. Frase, Jr., WMC-WMCT,
Memphis, Tennessee.
Wanted: RCA BC3B consolette and up to four
(4) easy speed change turntables, such as RCA
BQ-2B or Gates CB-150-160. Reply to Chief Engi-
neer, WSBA, York, Pennsylvania.
We buy tower of 450 feet high, with insulators
and retains. Lights equipment, preferable in
aluminum three faces. Please address replies to
Radio Startion XEAW, P. O. Box 628, Monterrey,
Nuevo Leon, Mexico. Besides we buy two 250
watt RCA Victor equipment.
Cash for 3 kw fm transmitter and monitors.
State make and condition. Schneider, P. O. Box
989, Oxnard, California.
Interested in purchasing a 3 kw or a 5 kw fm
transmitter or a 5 kw fm amplifier which can
be driven by a 1 kw RCA fm transmitter.
E. Sonderling, WOPA, Oak Park, Illinois, Village
8-5760.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co.. 835 N. 19th St., Philadel-
phia 30, Pa.
Need used 5 kw Dumont low band tv amplifier
(for use with existing 500 W driver). Also used
complete 5 kw low-band tv transmitter and an-
tenna. Give full details. A. G. Zepeda, Apartado
1762, Mexico, D. F.
INSTRUCTIONS
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F. C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
MISCELLANEOUS
Will trade my well established $400,000 advertis-
ing business in Los Angeles (returning approxi-
mately $15,000 yearly) plus necessary cash for
radio station located in the west. Box 360C,
BROADCASTING.
RADIO
Help Wanted
Production-Programming, Others
NEWS DIRECTOR
Growing chain wants top-flight
news director effective January
First. Unless you are a mature
hard-hitting newshawk that can
dig it up and deliver it, don't
waste our time. Experience and
writing ability a must. Salary open.
Rush tape, photo, resume and
salary range to
Box 148C, BROADCASTING.
Help Wanted— (Cont'd)
Sales
Excellent opportunity for top
notch Sales Promotion man in
major radio and TV market.
Must be experienced in creative
Sales Promotion techniques.
This is a top job for the right
man. Rush background mate-
rial in confidence to
Box 215C, BROADCASTING
Announcers
AIR SALESMAN!
Sacramento's top-rated music and news per-
sonality station wants to immediately contact a
REALLY effective air salesman (D.J.), preferably
with a first ticket. Excellent salary — fine earning
opportunity — wonderful California community.
Rush audition tape, photograph and past ex-
perience resume to Jack Lawson, Station KXOA,
P. O. Box 3094, Sacramento 15, Calif.
Situations Wanted
GENERAL MANAGER
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I am looking for a new, top-flight
managership only because my
background proves that I am well
qualified for such a position. I
am currently employed in a man-
agement capacity in a major
market; and am looking to im-
prove myself in both the type of
operation and financial income.
My work record is one of specific
accomplishments in program-
ming, local and national sales (I
was in the station representative
business for several years) and, of
course, management, all with
leaders in the industry. I am
not a super-man; however, as a
young, 35 years of age, tireless
worker with definite industry
know-how, I definitely could be
the man you've been looking for
to helm your station. If you have
a good operation and want to
improve your position in your
market, I can do the job both
from behind the desk and on the
other side. If you are interested,
write immediately full details,
and you will hear from me
promptly. Minimum starting sal-
ary, $15,000 with opportunity to
improve as station's position im-
proves.
Box 399C, BROADCASTING
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Page 114 • December 16, 1957
Broadcasting
!
1 CjYjCj V lolUli
Help Wanted
Equipment
=5^
=5P
CALIFORNIA NETWORK
VHF TV STATION
EXPANSION
Requires The Following Personnel
1. SALESMAN — For local sales, salary
and over-ride, neat appearing. Send
complete resume and photo.
I» 2. ANNOUNCER — Neat appearing,
able to handle live commercials, booth
and other local phases. Send tape and
photo with resume.
1> 3. ARTIST — Man or woman for creative
artwork as well as layouts, ads, pro-
motion pieces in promotion depart-
ment. Send samples, photo and resume.
I 4. PHOTOGRAPHER — Knowledge of J
all - phases of TV photography, 35
mm. slides, 16 mm. processing equip-
ment, 4x5. Send complete resume with
samples of work.
" 5. ARTIST-PHOTOGRAPHER— Able
to handle all art as well as photo.
Air-brush, showcard machine, hand
lettering, art work, plus 16 mm. film
processing, 35 mm. slides, etc. Send j|
complete samples and resume.
Write Box 270C, BROADCASTING
^5=
=><=
=>e=
Announcers
$ IMMEDIATE OPENING i
J§ . . . for two staff announcers with ^
£ exceptional commercial delivery. Only a
K tv-experienced considered. Excellent |g
S career opportunity with fast-growing |J
k| regional network. ]#
K Rush photo, tape and wage require- gj
if ment to: g
PROGRAM MANAGER, B
WARI-TV |
BANGOR, MAINE $
i
FOR SALE
Equipment
FOR SALE— REASONABLE
Complete used equipment to set up
TV STATION— CHANNEL 9
All components — turntables to tower.
(Tower not included.)
P. 0. Box 134, Erie, Penna.
Also all types Micro-Wave equip., new.
i
Type 323A
VIDEO EQUALIZER
For equalizing losses in W. E.
#724 coaxial cable of various
lengths from 0-500 feet. Fre-
quency range: 0-8 MC.
Equipped with standard AM-
PHENOL connectors instead of
the special W. E. type, therefore
mating connectors for the cable
are readily obtainable.
These equalizers have been
approved by a leading telecastor,
and are in current use.
METROPOLITAN
TELEPHONE & RADIO
CORPORATION
964 Dean Street
Brooklyn 38, New York
Telephone Nevins 8-5900
Broadcasting
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
WANTED TO BUY
Stations
Qualified investment group seek-
ing eastern and New England
radio stations. Stations must be
able to liquidate long term in-
debtedness out of earnings. CP'S
Also desired. No brokers.
Box 411C, BROADCASTING
EMPLOYMENT SERVICES
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7, D. C.
COME SOUTH!
Mississippi Broadcasters Associa-
tion, membership over 60 stations,
have openings for all phases of
broadcasting, including manage-
ment. If you would enjoy living in
leisurely mild climate with excel-
lent working conditions and good
pay, contact Mississippi Broadcast-
ers Placement Service (no fee), Paul
Schilling, WNAT, Natchez, Missis-
sippi.
Dollar
for
Dollar
you can't
beat a
classified ad
in getting
top-flight
personnel
FOR THE RECORD
continues from page 110
Mr. Shields is attorney. Announced Dec. 11.
Cranston, R. I. — Neighborly Bcstg. Co. — Granted
99.9 mc, 10 kw D. P. O. address 25 7th St., Provi-
dence. Principals are: Pres. Jack C. Salera
(47.5%), former part owner-manager of WNRI
Woonsocket, R. I., Secy. Peter B. Gemma (47.5%),
pres. Perk T.V. Corp.; and Treas. Lorraine M.
Salera (5%). Announced Dec. 5.
APPLICATION
Chicago, 111. — Buddy Black Bcstg. Co. 93.3 mc,
35 kw unl. P. O. address 900 N. Michigan Ave.,
Chicago, 111. Estimated construction cost $14,000,
first year operating cost $30,000, revenue $35,000.
Owners are Solomon Bolnick (37.5%), Paul Was-
serman and Buddy Black (each 31.25%). Mr. Bol-
nick has cleaning interests. Mr. Wasserman also
has cleaning interests. Mr. Black has free lance
shows on WLS Chicago. Announced Dec. 11.
Existing Fm Stations
ACTIONS BY FCC
WFSC-FM Franklin, N. C— Granted mod. of
cp to change trans, and ant. system, reduce ERP
from 4.4 kw to 930 w, change ant. height from
295 to minus 310 ft.; waived Sect. 3.204(a) of
rules to permit use of 250 w trans.; trans, to be
operated by remote control; engineering condi-
tion. Announced Dec. 5.
CALL, LETTERS ASSIGNED
WSJG Miami, Fla. — Hallandale Drive-In Thea-
ter Inc. 94.9 mc.
WXCN Providence, R. I. — Concert Network Inc.
Changed back from WPCN.
WQFM Milwaukee, Wis. — Koeth Bcstg. Corp.,
93.3 mc.
Allocations
FM CHANNEL CHANGES
By order, Commission amended its Class B FM
allocation table to substitute ch. 287 for ch. 284
in San Diego, Calif. KDFR San Diego, seeks to
shift operation from ch. 284 to ch. 287. Announced
Dec. 5.
By order, Commission amended its allocation
table for Class B FM stations by deleting ch. 227
from Tacoma, Wash., and substituting ch. 284
for 279 in Olympia and ch. 289 for 284 in
Centralia. This change will make Class A ch.
280 available for assignment to new station in
Tacoma, as proposed in application filed by
Thomas Wilmot Read. Announced Dec. 11.
By order, Commission amended its allocation
table for Class B FM stations by substituting
eh. 262 for ch. 233 in Salinas, Calif. KPFA (ch.
231). Berkeley, petitioned for deletion of ch. 233
in Salinas so that station would not be established
there on that channel there by causing inter-
ference in that area to reception of KPFA
signals. Announced Dec. 11.
Ownership Changes
ACTIONS BY FCC
KCOP (TV) Los Angeles— Granted assignment
of license from The Copley Press Inc. to KCOP
Television Inc. for $4,000,000. Owners of KCOP
Television Inc. are Harry L. (Bing) Crosby Jr.,
Kenyon Brown, George L. Coleman and Joseph
A. Thomas (each 25%). Mr. Crosby owns 6.12%
interest in KGLC Miami, Oklahoma, and is vice
president and 25% owner of KFEQ-AM-TV St.
Joseph, Mo. Kenyon Brown is 49.99% owner of
KANS Wichita, Kansas, president and 25%
owner of KFEQ-AM-TV, licensee of KLYN
Amarillo, Texas, vice president and 22.15%
owner of KGLC, licensee of KWFT Wichita
Falls, Texas. Mr. Coleman is vice president and
25% owner of KFEQ-AM-TV, has interest in
KGLC. Mr. Thomas has 25% interest in KFEQ-
AM-TV. Announced Dec. 11.
KYOS Merced, Calif.— Granted transfer of
negative control to Frank J. Flynn (interest in
KFLY Corvallis, Oreg.); consideration $41,250.
Announced Dec. 11. ...
KYNE Port Hueneme, Calif.— Granted assign-
ment of cp from J. Claude Warren, Paul E. Wil-
kins and J. Q. Floyd to Mr. Warren, Donnely C.
Reeves (KAHI Auburn, and interest in KFIV
Modesto) and A. Judson Sturtevant, Jr., d/b as
Coast Bcstrs.; consideration $1,500 and assump-
tion of $2,400 liabilities. Announced Dec. 11.
KITO San Bernardino, Calif. — Granted assign-
ment of license to Radio Assoc., Inc. (Marshall
S. Neal, president, and other officers have in-
terests in KWKW Pasadena); consideration $200,-
000, conditioned that assignment of license not
be consummated until such time as station KITO
is rebuilt and operating in accordance with terms
of its regular license. Announced Dec. 11.
WTAN Clearwater, Fla. — Granted assignment
of license to Clearwater Radio, Inc. (H. D.
Parker, president); consideration $150,000. An-
nounced Dec. 11. .
WWIL Ft. Lauderdale, Fla. — Granted assign-
ment of license to Florida Air-Power, Inc.
(Richard C. Fellows, president); consideration
$130,000. Announced Dec. 11.
WOBS Jacksonville, Fla.— Granted assignment
of license to Mel-Lin, Inc. (Simpson R. Walker,
December 16, 1957 • Page 115
FOR THE RECORD continued
Jr., president, interest in WSTN St. Augustine);
consideration $500,000. Announced Dec. 11.
WMM6 Melbourne, Fla. — Granted transfer of
control from Erna Bessler to Harlan G. Murrelle,
Myron W. La Barr, David M. Simmons, Albert
E. Theetge, John T. Stethers and Howard L.
Green; consideration $102,500. Announced Dec. 11.
WEAR Pensacola, Fla. — Granted assignment of
licenses to Florida Radio and Bcstg. Co. (Edward
J. Oberle, president, and owner of WIVY Jack-
sonville); consideration $112,500. Announced. Dec.
11.
WMGE Madison, Ga. — Granted assignment of
license from W. C. Woodall, Jr., et al. to Howard
C. Gilreath (interest in WVOP Vidalia) and F.
K. Graham, d/b as Gilreath and Graham; con-
sideration $30,000. Announced Dec. 11.
WVLK-AM-FM Olney, 111.— Granted assignment
of cp and licenses to Illinois Bcstg. Co. (Lindsay-
Schaub Newspapers, Inc.; WSOY Decatur, WSEI
[FM] Effingham, and interests in WCIA [XV]
ch. 3, Champaign and WGEM-AM-FM-TV ch. 10,
Quincy); consideration $95,000. Announced Dec.
11.
WMRY New Orleans, La. — Granted assignment
of license and cp from Southland Bcstg. Co. to
Rounsaville of New Orleans Die. for $250,000, in-
cluding real estate, conditioned that assignment
not be consummated until assignment of license
of WOBS Jacksonville, Fla., from Rounsaville
of Charlotte Inc. to Mel-Lin Inc., has been con-
summated (see above). Sole owner will be Robert
W. Rounsaville, who also owns WQXI Atlanta,
Ga., WCIN Cincinnati, Ohio, WOBS Jacksonville
and WIOK Tampa, both Fla., WMBM Miami
Beach, WLOU Louisville, Ky., WSOK Nashville,
Tenn., WATL-TV Atlanta, WQXL-TV Louisville
and WQXN-TV Cincinnati. Announced Dec. 11.
WIKB Iron River, Mich. — Granted assignment
of license to Iron County Bcstg. Corp. (Edwin
Phelps, Sr., interest in WTAY Robinson, ni.);
consideration $53,000. Announced Dec. 11.
KTOO Henderson, Nev.- — Granted assignment
of license to Advertising Dynamics Corp. (Roland
B. Vaile, president) ; consideration $78,945. An-
nounced Dec. 11.
KTNM Tucumcari, N. Mex. — Granted assign-
ment of licenses from W. Lloyd Hawkins, Ted
Lawson, D. A. Benton, Murphy M. May, Don G.
Opheim, David R. Worley and Bruce C. Zorns,
to Messrs. Lawson, Benton, May, Opheim and
Howard L. Maudlin; consideration $63,000. An-
nounced Dec. 11.
WHUC Hudson, N. Y. — Granted assignment of
license from Robert T. Strakos and John F.
Kearney to Colgreene Bcstg. Co., Die. (Orin
Leham, president); consideration $82,500. An-
nounced Dec. 11.
Your Christmas Seal letter
asks you to give to the
fight against tuberculosis.
Christmas Seal funds have
helped cut the TB death rate
95% . . . yet TB still kills
more people than all other
infectious diseases combined.
So use Christmas Seals
from now 'til Christmas . . .
and remember to answer
the letter, please.
WMFD-TV Wilmington, N. C— Granted trans-
fer of control from Richard A. and Louise M.
Dunlea to Carolina Bcstg. System, Die. (WNCT-
TV ch. 9, Greenville, N. C), and James W. Jack-
son; consideration $153,850. Announced Dec. 11.
KGEO-TV Enid, Okla. — Granted transfer of
control (100%) from P. R. Banta, et al., to Louis
E. Caster and Ashley L. Robinson (interests in
WREX-TV ch. 13, Rockford, HI.); consideration
$957,440 plus assumption of $503,885 liabilities.
Announced Dec. 11.
WDIA Memphis, Tenn. — Granted transfer of
control from John R. Pepper to WDIA, Inc.
(WOPA-AM-FM, Oak Park, 111., WOPT [TV]
ch. 44, Chicago, and KXEL Waterloo, Iowa) ; con-
sideration $1,000,000. Announced Dec. 11.
KGAS Carthage, Texas — Granted assignment
of license from Thomas F. Alford and F. E. Barr
to Beverly E. Brown, A. Glenn Morton, Jr., and
William G. Morton, d/b under same name; con-
sideration $30,000 Announced Dec. 11.
KRCT Pasadena, Texas — Granted transfer of
control from W. D. Christmas to Industrial Bcstg.
Co. (John Touchstone, president); consideration
$175,000. Announced Dec. 11.
KOYE Ysleta, Texas— Granted assignment of
cp from John S. Chavez and four partners to
Mr. Chavez and three partners; stock transac-
tion. Announced Dec. 5.
WGKY Charleston, W. Va.— Granted assignment
of license from Jacob A. and Walter F. Evans to
Joseph L. Brechner (interest in WLOF-AM-TV,
ch. 9, Orlando, Fla., and WERC Erie, Pa.); con-
sideration $65,000. Announced Dec. 11.
APPLICATIONS
WULA Eufaula, Ala.— Seeks assignment of li-
cense from Christian & McClure to Dixie Radio
Inc. Corporate change. No control change. An-
nounced Dec. 9.
KXOA-AM-FM Sacramento, Calif. — Seeks
transfer of control of licensee corp. (Sacramento
Bcstrs.) from Lincoln Dellar to Cal-Val Radio
Inc. for $500,000 plus amount equal to difference
between current assets and liabilities of licensee
corp., as will be determined. Cal-Val Radio is
owned by John E. Kearney (25%), Riley R. Gib-
son (21%%), Douglas E. Anderson, George A.
McConnell (each 15%) and others. All of these
are officers of KXO El Centro, Calif. Announced
Dec. 10.
KOVR (TV) Stockton, Calif.— Seeks transfer of
control (Television Diablo Inc.) from H. L. Hoff-
man to Gannett Co. for $3.1 million. Gannett Co.
owns WHEC-AM-TV Rochester, N. Y., WENY
Elmira, N. Y., WDAN-AM-TV Danville, 111.,
WINR-AM-TV Binghamton, N. Y., and minority
interest in WHDC Olean, N. Y. Announced Dec.
9.
WVMC Mt. Carmel, 111.— Seeks assignment of
license from Stephen Porter Bellinger, Joel W.
Townsend, Morris E. Kemper and Ben H. Town-
send d/b as Radio Station WVMC to same indi-
viduals plus T. Keith Coleman d/b as same firm.
Mr. Coleman will pay $5,000 for his 10% in-
terest. Announced Dec. 9.
KLPM Minot, N. D.— Seeks assignment of li-
cense from Minot Bcstg. Co. to Minot Bcstg. Co.
Inc. Corporate change. No control change. An-
nounced Dec. 5.
KFDA Amarillo, Tex. — Seeks assignment of
license from Amarillo Bcstg. Co. to Lone Star
Bcstg. Co. and transfer of control of licensee
corp. from Amarillo Bcstg Co. to Charles B.
Jordan, contingent upon grant of assignment ap-
plication. Mr. Jordan will be sole owner of
KFDA, for which he relinquishes his 25% stock
interest in parent corp. (which will own K FDA-
TV). Announced Dec. 5.
WCAW Charleston, W. Va.— Seeks transfer of
control of licensee corp. (Capitol Bcstg. Corp.)
from Pete Johnson Bcstg. Co. to E. M. Johnson.
Corporate change. No control change. Announced
Dec. 6.
Hearing Cases
FINAL DECISIONS
By order of Dec. 11, Commission made effec-
tive immediately Nov. 8 initial decision and
granted application of Robert H. Sauber for new
am station to operate on 1430 kc, 500 w, D, in
Franklin, Pa.
By Order of Dec. 11, Commission (1) dismissed
as moot a Sept. 30 petition by Beehive Telecast-
ing Corp. to enlarge issues in then comparative
hearing on its application and that of Jack A.
Burnett (since dismissed) for new tv stations to
operate on ch. 11 in Provo, Utah, and (2) made
effective immediately Nov. 13 initial decision, as
modified, and granted Beehive application.
INITIAL DECISION
Hearing Examiner Basil P. Cooper issued initial
decision looking toward grant of application of
Pillar of Fire to modify license to increase num-
ber of specified hours of operation of KPOF
Denver, Colo. (910 kc, 1 kw-5 kw-LS SH).
OTHER ACTIONS
By Order of Dec. 5, Commission granted mo-
tion by National Bcstg. Co. (WAMP, formerly
WJAS) Pittsburgh, Pav to substitute itself in
place of Pittsburgh Radio Supply House as party
to proceeding on application of Hocking Valley
Bcstg. Corp. to increase power of WHOK Lan-
caster, Ohio, from 500 w to 1 kw, continuing op-
eration on 1320 kc, D.
Wabash Valley Bcstg. Corp., Cy Blumenthal,
Illiana Telecasting Corp., Terre Haute, Did. —
Designated for hearing three applications for
new tv stations to operate on ch. 2 in Terre
Haute. Announced Dec. 5.
By Order, Commission denied petition by
Tribune Publishing Co., applicant for new tv
station on ch. 2, Portland, Oreg., requesting re-
consideration of Commission action of October
16 denying request of Oregon Radio, Inc., that
latter's application to change transmitter site
and increase power of station KSLM-TV (ch.
3) Salem Oreg., be consolidated for hearing with
Oregon Radio's application for extension of time
to complete construction of KSLM-TV. An-
nounced Dec. 5.
By order of Dec. 4, Commission granted peti-
tion of Deep South Bcstg Co. for extension of
time to one hour for its oral argument in pro-
ceeding on its application for Mod. of CP of
WSLA (ch. 8) Selma, Ala.; counsel for other par-
ties each allowed 20 minutes for argument.
Commission on Dec. 9 ordered that initial de-
cision which looked toward grant of application
of Port City Television Co., Inc., for a new tv
station to operate on ch. 18 in Baton Rouge, La.,
and which would have become effective on Dec.
11 pursuant to Sect. 1.853 of rules, shall not be-
come final pending further review by the Com-
mission.
Liberty Bcstg. Co., Liberty, Texas — Designated
for hearing application for new am station to
operate on 1050 kc, 250 w, DA, D; made KATR
Corpus Christi, party to proceeding. Announced
Dec. 11.
Routine Roundup
ACTIONS BY FCC
By Order, Commission granted petition of
Birch Bay Bcstg. Co., Blaine, Wash., for rein-
statement of its application for new am station
and accepted amendment specifying operation on
550 kc, 500 w, D, in lieu of 930 kc, 5 kw, D, and
the application as amended is returned to the
processing line. Announced Dec. 11.
FILING TIME FOR TV "REPEATERS"
EXTENDED
On request of Gov. McNichols of Colorado in
behalf of Colorado Television Repeater Assn.,
Commission, by Order, extended from Decem-
ber 15 to January 15 time for filing initial
comments in proceeding involving proposal to
authorize low power tv broadcast "repeater" sta-
tions, and reply comments from January 14 to
February 14. Announced Dec. 11.
TV RULE MAKING PETITIONS DENIED
By Memorandum Opinion and Order, Commis-
sion denied petitions for rule making to amend
tv table of assignments by (1) WKNE Corp.
(WKNE-TV, ch. 45), Keene, N. H., to delete ch.
11* reserved for educational use in Durham,
N. H., and assign it to Keene for commercial
use, substitute ch. 75, 76 or 83 for educational
Buy and use Christmas Seals
United Press news produces!
Page 116 • December 16, 1957
Broadcasting
use in Durham, and order WKNE-TV to show
cause why its cp should not be modified to spec-
ify operation on ch. 11 instead of ch. 45, and
(2) Salisbury Bcstg. Corp. (WWOR-TV, ch. 14),
Worcester, Mass., to delete eh. *11 from Durham
and assign it to Worcester for commercial use,
and assign ch. 21 to Durham for educational use.
Announced Dec. 11.
PETITIONS FOR RULE MAKING FILED
Functional Music Inc. WFMF Chicago, Illinois —
Petition requesting amendment of Sec. 3.293 of
Rules so as to permit fm broadcast licensees en-
gaging in functional music or storecasting opera-
tions to do so on either a multiplex or simplex
basis, or in alternative, to grant petitioner waiver
of rules which will permit it to continue its
functional music operation on simplex basis until
at least January 1, 1959, or until technically ac-
ceptable multiplexing equipment becomes avail-
able and can be installed. Announced Dec. 6.
Huntington-Montauk Broadcasting Co., Inc.
Huntington, New York — Petition requesting that
revised tentative allocation plan for Class B fm
broadcast stations be amended as follows: delete
ch 300 at New Haven, Connecticut and add ch.
283 to same; delete ch. 300 at Allentown, Penn-
sylvania and add ch. 298 to same; delete ch. 298
at New York, New York and add ch. 300 to same,
and add ch. 297 to Huntington, New York. It is
further requested that licensee of Station WEST-
FM Easton, Pennsylvania be ordered to show
cause why its authorization should not be modi-
fied to specify ch. 298 in lieu of ch. 300; that ap-
plicants for ch. 298 at New York City be directed
to amend their applications to specify ch. 294 in
lieu of ch. 298; that The Riverside Church in City
of New York be directed to amend its applica-
tion to specify ch. 300 in lieu of ch. 294; and that
petitioner be directed to amend its application to
specify ch. 297 in lieu of ch. 294. Announced
Dec. 6.
KCOR, Inc. Station KCOR-TV San Antonio,
Texas — Petition requesting institution of rule
making which would result in allocation of vhf
channel for use by KCOR-TV San Antonio,
Texas. Petitioner proposes following methods of
accomplishing this result, namely: (1) Amend-
ment of rules so as to permit KCOR-TV to oper-
ate part time on vhf ch. 9 which is presently
allocated to San Antonio for non-commercial pur-
poses; (2) Reclassification of vhf ch. 9 as a com-
mercial channel in order to permit KCOR-TV
and educational television organizations in San
Antonio to apply for share-time facilities using
ch. 9; and (3) Allocation of ch. 2 to San Antonio
for commercial purposes, with accompanying
changes in other television allocations in cities
along the United States-Mexican border, and
with appropriate waivers of Rules. Announced
Dec. 6.
Jefferson Standard Broadcasting Company
WBTV (TV) Charlotte, North Carolina and
WBTW (TV) Florence, South Carolina— Petition
requesting institution of rule making so as to al-
locate ch. 8 for commercial use at Greensboro,
North Carolina by making following changes:
delete ch. 8 from Florence, South Carolina and
add same to Charleston, South Carolina and
Greensboro, North Carolina and delete ch. 13
from Charleston, South Carolina and add same
to Florence, South Carolina. Announced Dec. 6.
The Board of Regents of University of State
of New York, New York, New York — Petition re-
questing amendment of Section 3.606 by institu-
tion or rule making so as to set aside ch. 13 for
use in the New York Metropolitan Area for edu-
cational television. Announced Dec. 6.
PETITIONS FOR RULE MAKING DENIED
General Electric Company Syracuse, New York
— 'Petition requesting that sections 10.101(c)5,
11.8(g)5 and 16.8(d)5 of rules be amended to read:
"Whenever it is proposed to locate a 72-76 mc
fixed station within ten (10) miles of a ch. 4 or
ch. 5 tv station, fixed station shall be authorized
only if radius to interference contour is less than
100 feet, as determined from chart entitled
'nomograph for determining radius from fixed
station in 72-76 mc band to interference con-
tour along which perceptable interference oc-
curs for 10% of tv receivers'. Two charts are pro-
vided, one for ch. 4 and one for ch. 5." An-
nounced Dec. 6.
* Denied by memorandum opinion and order 11-
27-57.
Springfield Television Broadcasting Corpora-
tion WWLP (TV) Springfield, Massachusetts—
"Petition requesting institution of rule making
proceedings looking toward amendment of Sec-
tion 3.606 of rules so that group of translator
stations on ch. 72 may be used throughout area
of Southern Vermont, Southwestern New Hamp-
shire and Northwestern Massachusetts. Channel
changes proposed are as follows: delete ch. 72
from Lawrence, Massachusetts and add ch. 74 to
same; delete Ch. 78 from Lowell, Massachu-
setts and add ch. 80 to same; delete ch. 77 from
Brattleboro, Vermont and add ch. 78 to same; de-
lete ch. 59 from Bildeford, Maine and add ch. 77
to same; delete ch. 57 from Montpelier, Vermont
and add ch. 81 to same; delete ch. 37 from Clare-
mont, New Hampshire and add ch. 83 to same;
delete ch. 74 from Bennington, Vermont, ch. 58
from Greenfield, Massachusetts, ch. 80 from
North Adams, Massachusetts and ch. 64 from
Pittsfield, Massachusetts. Announced Dec. 6.
♦Denied by memorandum opinion and order 11-
27-57.
ACTIONS ON MOTIONS
By Hearing Examiner H. Gifford Irion on
dates shown
On own motion, ordered that hearing scheduled
BROADCASTING
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Broadcasting
December 16, 1957 • Page 117
FOR THE RECORD continued
for Dec. 9 is continued to Feb. 3, 1958, in proceed-
ing on am application of Grand Haven Bcstg. Co.
(WGHN) Grand Haven, Mich. Action Dec. 5.
By Hearing Examiner Basil P. Cooper on
December 4
Ordered that prehearing conference will be
held on Dec. 18 re fm applications of Armin H.
Wittenberg, Jr., Los Angeles, Calif., and Pasadena
Presbyterian Church, Pasadena, Calif.
By Chief Hearing Examiner James D. Cunning-
ham on December 5:
Granted petition of Robert Burdette, San
Fernando, Calif., for dismissal without prejudice
of his am application, and remaining applications
involved in consolidated proceeding (Charles
R. Bramlett, Torrance, Calif., et al.) are retained
in hearing status.
By Hearing Examiner Annie Neal Huntting on
December 5:
Issued statement and order following first pre-
hearing conference in proceeding on am applica-
tion of Pierce Brooks Bcstg. Corp. (KGIL) San
Fernando, Calif.; hearing scheduled for Jan. 9,
1958, is continued without date pending action
by Commission upon petition for reconsidera-
tion to be filed by applicant.
By Hearing Examiner Herbert Sharfman on
dates shown:
By memorandum opinion and order, granted
motion of The Westport Bcstg. Co., Westport,
Conn., for leave to amend its am application to
move site about IV2 miles and orientation of
towers has been somewhat modified, reducing
present mutually prohibitive interference be-
tween Westport and Beacon proposals, and ap-
plication of Westport together with that of
West Shore Bcstg. Co., Beacon, N. Y., is retained
in hearing status (Action 12/6).
By Hearing Examiner Thomas H. Donahue on
December 6:
Order that prehearing conference will be held
on Dec. 16 in proceeding on am applications of
South Norfolk Bcstg., Die, South Norfolk, Va.,
and Denbigh Bcstg. Co., Denbigh, Va.
By Hearing Examiner Basil P. Cooper on
December 6:
Granted request of Richard C. Simonton, Los
Angeles, Calif., for extension of time from Dec.
9 to Dec. 23 for the exchange of exhibits and
date for the further prehearing conference is
continued from Dec. 17 to Jan. 15, 1958, in
proceeding on fm applications of Simonton, et aL
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of December G
KUMV-TV Williston, N. Dak.— Granted license
for tv station.
KLEE Ottumwa, Iowa — Granted mod. of li-
cense to change name to KLEE Radio Die.
WISK St. Paul, Minn. — Granted mod. of cp to
change studio location (same as trans.), make
changes in DA system (two additional towers),
and changes in ground system.
Actions of December 5
KSBW-TV Salinas, Calif. — Granted license for
tv station.
KOOL-TV Phoenix, Ariz. — Granted license
covering changes in tv station; ant. 1700 ft.
WDSM-TV Superior, Wis. — Granted license
covering changes in tv station.
WLOS-TV Asheville, N. C— Granted license
covering installation of aux. ant. at main trans,
site.
KHQ-TV Spokane, Wash. — Granted license
covering installation of aux. ant. system.
KDFR San Diego, Calif. — Granted cp to change
frequency of fm station to 105.3 mc.
WSKP Miami, Fla. — Granted authority to
operate trans, by remote control.
Actions of December 4
Granted licenses for following am stations:
WWBD Bamberg, S. C; WMYN Mayodan, N. C,
condition; WATP Marion, S. C; WBHC Hamp-
ton, S. C, and specify type trans.; WKDX
Hamlet, N. C; KLIQ Portland, Oreg., condition;
WYMB Manning, S. C, and specify type trans.
WBNS-FM Columbus, Ohio — Granted license
for fm station.
WRPI Troy, N. Y. — Granted license for non-
commercial educational fm station.
WFMF Chicago, 111. — Granted mod. of license
to change name to Functional Music, Die.
KCRE Cresent City, Calif. — Granted cp to re-
place expired cp which authorized change in
frequency.
KBBI Los Angeles, Calif.— Granted mod. of cp
to change type trans.
Actions of December 3
WSIX-TV Nashville, Tenn.— Granted cp to
change ERP to visual 316 kw, aural 158 kw, ant.
height 1350 ft., and change type trans.
Fisher's Television Co. Seattle, Wash. — Granted
extension of authority for one year to transmit
programs over KOMO-TV Seattle, Wash, to
CBUT Vancouver, British Columbia to Feb. 1,
1959.
WRVM Rochester, N. Y. — Granted change of
remote control authority.
Following were granted extensions of comple-
tion dates as shown: WMMA Miami, Fla. to 1-
21-58, conditions; WALT Tampa, Fla. to 2-1-58.
conditions; WSLA Selma, Ala. to 6-12-58; WISE
Asheville, N. C. to 3-7-58.
Actions of December 2
WNBS Murray, Ky. — Granted assignment of
license to Charles Shuffett and C. H. Hulse Jr.,
general partnership, d/b as Service Bcstg. Co.
WMJM Cordele, Ga. — Granted assignment of
license to Southeastern Bcstg. System, Die.
WLEW Bad Axe, Mich. — Granted assignment of
license to John F. Wismer, Harmon L. Stevens
and James Muehlenbeck, d/b as Thumb Bcstg.
Co.
Action of Nov. 27
Granted license to WOOK United Bcstg. Co.,
Die. Washington, D. C. covering installation of a
new main trans.
License Renewals
FCC granted renewal of license of following
stations: WCEF Parkersburg, W. Va.; WOL-AM-
FM Washington, D. C; WPGC Morningside, Ml;
WRAP Norfolk, Va.; WTON Staunton, Va.;
WXGI Richmond, Va.; WEYE Sanford, N. C;
WAYS Charlotte, N. C; WCOG Greensboro,
N. C; WCAW Charleston, W. Va.; WEBB Dun-
dalk, Md., WQOK Greenville, S. C; WFNC-AM-
FM Fayetteville, N. C; WFBC Greenville, S. C;
WEEB Southern Pines, N. C; WPTX Lexington,
Park, Md.
UPCOMING
December
Dec. 18: "Resurgent New England," state broad-
caster group organization meeting, Vendome
Hotel, Boston.
January
Jan. 11-15: 41st annual convention. National
Automobile Dealers Assn., Miami Beach Audi-
torium.
Jan. 17-19: Advertising Assn. of the West, mid-
winter conference, Hotel del Coronado, San
Diego.
Jan. 22-24: NARTB, combined boards, Camelback
Inn, Phoenix, Ariz.
Jan. 24-26: American Women in Radio & Tv,
annual Sight and Sound Seminar, Hotel Bilt-
more, Palm Beach, Fla.
Jan. 30-31: 13th annual Radio & Television In-
stitute, School of Journalism, U. of Georgia.
February
Feb. 1: Farm Broadcasting Day, celebration to
be planned by NARTB and Dept. of Agri-
culture.
Feb. 3-7: American Institute of Electrical Engi-
neers, general meeting, Statler and Sheraton-
McAlpin Hotels, New York.
Feb. 7: Advertising Federation of America, board
meeting, Milwaukee.
Feb. 8-10: Voice of Democracy, awards cere-
monies, Washington.
Feb. 13-15: 11th annual Western Radio and Tv
Conference, Bellevue Hotel, San Francisco.
Feb. 18-19: NARTB, conf. of station assn. presi-
dents, Washington.
Feb. 19-21: Annual convention, Continental Ad-
vertising Agency Network, Hotel Warwick,
Philadelphia.
Feb. 22: UP Broadcasters Assn. of Connecticut,
meeting, WHAY studios, New Britain.
April
April 18-19: Advertising Federation of America,
ninth district convention, Kansas City, Mo.
April 21-25: Society of Motion Picture and Tv
Engineers, convention, Ambassador Hotel, Los
Angeles.
April 22-24: Electronic Components Conference,
Ambassador Hotel, Los Angeles.
April 24-26: AAAA, annual meeting, The Green-
brier, White Sulphur Springs, W. Va.
April 24-26: Advertising Federation of America,
fourth district convention, Floridan Hotel,
Tampa, Fla.
April 27 -May 1: NARTB 36th Annual Convention,
Statler and Biltmore Hotels, Los Angeles.
April 28-May 1: 36th annual Broadcast Engineer-
ing Conference, Statler Hotel, Los Angeles.
May
May 1-3: Advertising Federation of America,
fifth district convention, Mansfield, Ohio.
May 5-7: Annual meeting, Assn. of Canadian
Advertisers, Royal York Hotel, Toronto.
June
June 3-6: 36th annual conference. National In-
dustrial Advertisers Assn., Chase and Park
Plaza Hotels, St. Louis.
Broadcasting
THE
NEMS-
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Video Jack Panels
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patching facilities
for television in-
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applications where
70 ohm lines are
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Jack panel
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Nominal impedance of jacks 70 ohms
Size .. 254" x 19" x 2%"
Number of jacks 24
Mounting Relay rack
Finish Light Umber Gray
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Number of jacks 48
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PATCH CORDS
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LARKE COMPANY
S I O N OF
O CORPORATION OF A M E R I C '
SILVER SPRING. MARYLAND
JUNIPER 5-IO0O
Page 118 • December 16, 1957
\
TO THE STATION MANAGER: The insurance agent we're talking about in this ad typifies the "American
agency system." He lives, works, pays taxes, and spends his money in your town. He's an independent busi-
ness man, who represents stock insurance companies that provide quality protection with full-time service.
Where would you
find the answers?
1. What kinds of insurance
should I carry
on my property ?
3. Who will give me full-time service?
^77
J v ou will find your independent local insurance agent
or broker has the answers to all these questions.
He can help you solve your insurance problems,
because your protection is his business. Located in
your own community, he knows the special conditions
of the area. The services he provides are based on his
training and practical experience.
Just a telephone call may be all that's needed
to answer your insurance questions. And when you
buy insurance, insist on the quality protection and
full-time service of Stock Company Insurance. And re-
member: if you're not fully insured— it's not enough!
2. How much of each
do I need ?
□
4. How can I be
sure of quality
Protection ?
Siandard
protection
NATIONAL BOARD OF FIRE UNDERWRITERS An organization serving the Publicand the Capital Stock Insurance Companies since 1866
85 John Street, New York 38, N. Y., 222 West Adams Street, Chicago 6, 111., 465 California Street, San Francisco 4, Cal.
Broadcasting
December 16, 1957 • Page 119
MOST WATCHED WEATHERMAN
in Denver TV!
MDick Becker— could probably
sell refrigerators to Eskimos.
I think he's that good!"
That's the way one viewer
describes KLZ-TV's weatherman,
Dick Becker, whose popularity
has skyrocketed since
joining the KLZ-TV staff
six months ago after a two year's
stint with WBBM; Chicago.
The most popular personalities
of the Denver area— like
Dick Becker— are all found
on KLZ-TV.
Are you using the proved
local personality leadership of
KLZ-TV for selling in the
mushrooming Denver market?
How about it?
Call a KATZ man, today!
CBS in DENVER
TELEVISION
Channel
Represented by the KATZ Agency.
Page 120 • December 16, 1957
Broadcasting
MONDAY MEMO
from WALTER WEIR, executive vice president, Donahue & Coe
SUBLIMINAL PROJECTION: IS IT WORTHWHILE
OR WILL IT JUST PASS AWAY?
Some years ago, seeing what was happening in research,
I went out and bought a copy of Warren's Dictionary of
Psychology. No advertising man who wants to be able to
contribute to even small shop talk today — let alone under-
stand what's being said — should be without this helpful little
volume.
Naturally, when I first heard about subliminal projection,
I hurried to my dictionary and looked up the term "sub-
liminal." I found it means "below the threshold" and is
applied to stimuli which are "not sufficiently intense to arouse
definite sensations, but which nevertheless have some effect
upon the responses or mental life of the individual."
I also came upon the terms subliminal learning and sub-
liminal stimulus. The former means "acquisitions in the form
of neurograms or habit equipment, which cannot be directly
recalled," and the latter "a stimulus of such slight intensity,
saturation, etc., that it fails to produce any conscious effect."
As Dr. August A. Fink, director of market research for
Paul Klemtner & Co., brought out in a paper read before
the Copy Research Council on Oct. 16, "Ordinary advertising
exposes consumers an estimated several thousand times a
day to advertising messages or brand names, in many cases
very briefly. The person flipping through a magazine, riding
a subway, passing billboards in his car, or window displays
on foot is exposed countless times to brief stimulation of
brand names and other images. These exposures are certainly
subliminal in the sense that they are rarely remembered or
talked about.
"Curiously enough," observed Dr. Fink, "advertising men
have long struggled to make these exposures supraliminal;
to provide some attention-getting device, some 'stopper' that
would cause the consumer to linger long enough to receive an
impression which he could recall and talk about. Now the
tables are turned, and very expensive gadgets and techniques
will be used to prevent a supraliminal effect. The rationale for
this technique must be curious indeed!"
THE DIRECT, STRONG APPROACH IS BETTER
It is apparently assumed — both by those promoting the
technique as well as by those horrified by the thought of it —
that a sufficient number of weak impulses can somehow add
up to one good strong one. Any mother who has tried playing
the gentle woman in getting her children to go to bed at night
knows this is a decidedly unproved theory. Any businessman,
with even a rudimentary knowledge of economics, faced with
projecting a strong impulse or a weak one — especially when
he knows that projecting the weak impulse will cost exactly
the same as projecting the strong one — -will, I think, make
the proper choice.
I have been exposed to subliminal projection. As far as I
am concerned, if a particular picture employed as the carry-
ing vehicle happens to involve the ascent of Mount Everest,
life at McMurdo Sound, or a gathering of the Ku Klux
Klan — in fact any subject predominantly white — then I doubt
that the viewer will derive any stimulus at all, since the pro-
jected word or slogan could not be seen, even unconsciously.
I believe, if I were using SP, I would be careful to choose a
movie built around Jules Verne's Twenty Thousand Leagues
Under the Sea, a spelunking expedition, or a minstrel show. I
think I would also check the eye-blink rate of my audience,
just to be sure there wasn't too much synchronization be-
tween that and the flash rate on the screen.
CURIOSITY WILL ATTRACT SOME VIEWERS
I have no doubt that the advertiser who uses SP for the
first time on television will amass a fantastic audience — if he
advertises what he intends to do widely enough and gives his
message sufficient supraliminal projection to sink in. But I
would hate to reap the whirlwind of controversy that will
quite likely follow and I certainly would hate to be the
second advertiser to use it.
I am aware that subliminal projection could prove con-
siderably less painful than many consciously-seen tv com-
mercials. However, as I said before the American Marketing
Assn., subliminal projection can never be a satisfactory
medium for long copy; therefore, its use would be not only
limited but decidedly sub-limited. I am still of that opinion.
Advertising, probably because its users and practitioners are
always on the lookout for the Sure Thing, is a business of
fads and fancies as well as of talent and tested procedures.
Like the 24 or 27 Townsend Points (how many were there?)
for which a number of respected advertisers spent a lot of
good money just a few years back, subliminal projection,
too, I am sure, will pass away.
Walter Weir; b.
Philadelphia,
March 27, 1909.
Joined production
department of
N. W. Ayer & Son,
Philadelphia,
in 1928, later
moved into copy;
between 1934 and
1938, served with
several now-defunct
agencies, and in
1938 became head
of J. M. Mathes
creative depart-
ment. In 1941 he
went to Lord &
Thomas (now Foote, Cone & Beldingj as vice president in
charge of creative department and in 1942 to Kenyon &
Eckhardt in similar capacity. Mr. Weir set up own agency in
1946, later taking his accounts to Donahue & Coe when he
joined that agency in 1951. As executive vice president, his
duties include client service and new business. Currently
doing a book on the writing of advertising copy, Mr. Weir
recently attracted much attention for his spirited debate with
Vance Packard, author of The Hidden Persuaders, before
the American Marketing Assn. At that time he alluded to
subliminal projection, the subject examined in this article.
Broadcasting
December 16. 1957 • Page 121
EDITORIALS
ARB's Instant Ratings
LIKE the crowds who were on the beaches around Cap« Cana-
veral a fortnight ago, agencies and advertisers and broadcasters
are keeping one eye trained on American Research Bureau and the
ratings sputnik it is slated to launch momentarily.
The launching preview was scheduled tentatively for last week,
but a leaky valve apparently was spotted during the countdown.
The unveiling was postponed. But from ARB — although it's
saying naught officially — comes word indirectly that the problem
is temporary, has nothing to do with the system itself, and clearly
will be fixed in time for a preview this week and actual start of
operations in New York the first of the year, as originally scheduled.
Whether the device will succeed in getting into orbit remains,
necessarily, to be seen. One would be foolhardy to judge its pros-
pects without first seeing it. But at least this one hasn't yet exploded
on the ground.
Those who have been briefed on it seem, for the most part,
enthusiastic about its chances. They point out that it measures tv
tuning automatically (by a device installed in the set) and pro-
vides virtually instantaneous ratings (through lines linking sets
with a central office). But even in their enthusiasm they are cau-
tious, for they have seen "automatic, instantaneous" systems come
along before and yet sputter out for want of clients.
To the extent that ratings are necessary in the broadcast business,
a practical system of supplying "instant ratings" is desirable. Our
own view is that ratings, per se, are important but greatly over-
rated as a sales tool. We cannot deny, however, that whenever
they are important, it is better to have them now than later — a
principle on which Trendex, incidentally, has thrived.
If ARB's new Arbitron is a success — and sources close to ARB
sound very confident — rating users would be smart not to at-
tribute to it qualities that it doesn't possess. No matter how suc-
cessful, it essentially is a quicker method of getting the same sort
of information that rating services supply today.
It would be a pity if the main advantage of "instant ratings"
proved to be that they enabled people to misuse them more quickly.
Now Showing: The Barrow Report
ALL but forgotten in the frenzy over pay tv, subliminal percep-
tion and the Moulder Committee investigation is the critically
important FCC Network Study Staff Report, better known as the
Barrow Report.
The FCC this week begins consideration of this report, setting
aside today (Monday) and tomorrow for chapter-by-chapter brief-
ing, with Dean Roscoe L. Barrow, head of the study project, and
members of his staff at the blackboard. The full Commission, rather
than the originally designated three-man committee, will sit in as
the 400,000-word document is reviewed. It is for the FCC to
draft rules that will accept, reject or modify the findings of a staff
that functioned for two years and spent $221,000, but still was
unable to complete its task. Conclusions on television program-
ming and talent are yet to come.
The Barrow Report is aimed principally at tv networks and the
large multiple owners. But it would do more than practically dis-
member the networks and cut down multiple ownership. It would
change the whole concept of free enterprise television broadcast-
ing. It would veer dangerously close to public utility control of a
medium which, like the press, has constitutional guarantees of
freedom from censorship and business control.
The FCC finds itself on a spot. It alone, and not the Barrow
staff, has the authority to act. But the FCC is a creature of
Congress. The Barrow Report has been in the hands of members
of the committees dealing with broadcasting since last October.
Staff experts have been digesting the ponderous document. The
study, as a matter of fact, was instigated by congressmen.
The report the FCC now is considering is ex parte. The Barrow
staff investigated, interviewed and searched files. Then it wrote the
report. Dean Barrow, thus, has become an advocate rather than
an objective, dispassionate researcher. This was evidenced in his
address last month before the Chicago Broadcast Advertising Club
[Government, Dec. 2].
Before the FCC attempts to reach definitive conclusions, it must
as a matter of right invite comments and perhaps hear arguments
Page 122 • December 16, 1957
Drawn for BROADCASTING by Sid Hix from an Idea submitted by James McBride, art director,
WKJG-TV Fort Wayne. Ind.
from those whose economic lives are at stake and who have not
yet had their day in court. What do the affiliates think about the
recommendations? The independents, the multiple owners, the
networks, advertisers and advertising agencies, the film syndicators
and station representatives? All are involved.
Seven men, sworn to uphold the Constitution, this week under-
take perhaps their most important assignment. It calls for forti-
tude and wisdom.
Is Conelrad Obsolete?
IS Conelrad, the emergency alerting system designed to prevent
enemy bombers from "homing" on broadcast channels, as ob-
solete as the propeller-driven plane in this atomic missile era?
Paul M. Segal, well-known Washington communications attor-
ney, general counsel of the American Radio Relay League and a
naval communications officer during World War II, says it is. He
points out that millions have been spent by radio stations of all
classes in installing, maintaining and testing Conelrad.
Mr. Segal continues:
"Now everyone knows that no enemy bomber needs to use
radio emanations for hostile purposes. Every school child knows
that potential enemies have missiles poised to send on calculated
courses at the mere push of a button. Also, current atomic ex-
plosives are designed to destroy large areas rather than areas that
can be pointed out by radio-station signals. Is it not possible to
induce someone in the government to give up this Conelrad and
allow licensees to devote their energies to something more useful?"
Private engineering opinion generally is in agreement with Mr.
Segal's view. Conelrad, activated in 1952, may have been a good
idea at the time. It will be recalled that it was a compromise; the
military wanted all broadcast signals blacked out in the event of
enemy attack, but settled for the Conelrad system which would
limit operations to pre-selected stations operating only on 640
and 1240 kc.
Broadcasters, working in cooperation with the FCC, volun-
tarily have invested some $3 million in equipment for Conelrad.
Tests are run on the designated key stations twice each week, one
scheduled, the other unscheduled, in each air defense division, of
which there are 16. Some 50 sky wave key stations are in the "net-
work" but all stations are required to take part. Conelrad has a total
staff of 42 whose salaries are paid by the Air Force, which, of
course, means the taxpayers.
Manifestly, Conelrad has become a meaningless shadow-boxing
exercise. In this new age, the task is to keep the public informed
during an emergency. This business of the enemy getting a "fix"
on a bombing target through station location belongs to another era.
Perhaps what is needed is more power in emergencies for all
am stations, to reach people in areas being evacuated — assuming
the military would permit the information to be released.
Broadcasting
%\\\ Willi:
\V&\ :\:\ :.:;*.-
ANYBODY
CAN
TALK
BIG...
Affiliated with Radio Stations
WSAZ, Huntington <S WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
C TOM QARTEN. Commercial Manager
Represented by The Katz Agency
BUT PROOF IS THE
REAL PAYOFF !
What people say they can do is not necessarily the same
as what they have done (and can do) . No different
with television stations. WSAZ-TV has a long record
of delivering more — at less cost — than any other sta-
tion in its Huntington-Charleston market. The proof
speaks loud and clear.
With WSAZ-TV, you get more viewers than with the
others combined.* Cost? WSAZ-TV gives you each
1,000 daytime homes (9 A.M to 5 P.M.) for $1.31.
(Next-best station costs you 50% higher; last-place sta-
tion, 584% higher!)
Want nighttime homes (7:30 to 10:30 P.M.) ? WSAZ-
TV delivers 'em at $1.30 per 1,000. (Next-best station
charges you 84% more; last-place, 317% more!) *
Not only do TV homes cost much less via WSAZ-TV
— you also get a lot more of them at one time. In fact,
WSAZ-TV delivers one-third more homes than both
other stations combined! Plus a bonus coverage of 100
counties in four states where industry generates a peak
buying power of nearly four billion dollars this yearl
No need to talk big when you use WSAZ-TV. The pay-
off IS big! And any Katz office can help you prove this
happy fact to yourself.
*ARB, June '57 (based on 260-time frequency)
More Tidewater* Vav
Viewers
Watch
WAV Y-T V
CHANNEL
from 3 to 10 p.m.
MONDAY THROUGH FRIDAY
than any other TV station
in the tidewater area.
(ARB-Nov. 13-19, Metropolitan Area Report) REPRESENTED BY H-R
WAVY-TV, SERVING NORFOLK, PORTSMOUTH, NEWPORT NEWS, and 42 COUNTIES IN VIRGINIA and NO. CAROLINA
FIRST. . . FIRST. . . FIRST. . . FIRST. . . FIRST. . . FIR
Still FIRST
in West Iw/uum
BIGG KT am
SERVING CHARLESTON -HUNTINGTON -ASHLAND
FROM THE BIGGEST MARKET . . .
Charleston's only TV Station!
BASIC CBS
MONEY TO BUY
YOUR PRODUCT!
$3% billion
retail sales
in
Lva
ICA'S 10th TV MARKET
The thriving economy of SELLvania is
well-known, as exemplified by its sound,
liberal spending. Proof of the unique
sales opportunity is
3Vi million people
1,015,655 families
917,320 TV sets
$6% billion annual income
CHANNEL 8 MULTI-CITY MARKET
WGAL-TV
LANCASTER, PA
NBC and CBS
STEINMAN STATION
Clair McCollough, Pres.
316,000 WATTS
Representative: The MEEKER Company, Inc. • New York • Chicago • Los Angeles • San Francisco
Published every Monday, 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc., 1735 DeSales St.,
N. W., Washington 6, D. C. Entered as second class matter March 14, 1933 at Post Office, Washington, D. C, under act of March 3, 1879.
closed circuit:
NEW ROLE • Frank Sinatra reportedly is
going into broadcast station ownership
with acquisition of KJR Seattle (950 kc,
5 kw), KXL Portland, Ore. (750 kc, 10
kw), and KNEW Spokane, Wash, (790
kc, 5 kw), for between $1.5 million and
$2 million. Stations are owned by Mt.
Rainier Radio & Television Broadcasting
Corp. of which Lester M. Smith and Lin-
coln Dellar own 50% each. Mr. Smith is
said to be continuing in active management
of properties. If deal goes through, Mr.
Sinatra will be following pattern of an-
other star singer and friend, Bing Crosby,
now identified with multi-station owner-
ships.
•
Another Hollywood celebrity, Jimmy
Stewart, is involved in proposed station ac-
quisition in Fort Worth, Tex. He, along
with Paul Taft, general manager and part
owner of ch. 11 KGUL-TV Galveston-
Houston, and four other Texans, reported-
ly have closed for KJIM (formerly KCNC)
for $139,000. William D. Schueler, com-
mercial manager of WBRZ Freeport, Tex.,
is one of principals and would become sta-
tion manager upon approval of transfer
by FCC.
STORZ UPGRADING • Mid-Continent
Broadcasting Co., headed by enterprising
Todd Storz, is in final stage of negotiating
to buy existing full-time regional in New
Orleans to replace its 250 w WTIX,
operating on 1450 kc. Upon consumma-
tion of transaction, on which there has
been preliminary agreement, Mr. Storz is
expected to dispose of his present station.
Other Storz stations are: WHB Kansas
City, Mo.; WDGY Minneapolis-St. Paul,
and WQAM Miami.
•
Revenue of ABC-TV network (exclud-
ing owned and operated stations) for six
months from October 1957 through March
1958 will be more than double that of
corresponding period of 1956-57. And this
condition should improve with business
already under contract for succeeding six
months, it's learned. While ABN, sister
radio network, has suffered revenue losses
during its transition to new format, AB-
PT top brass expects this trend to be re-
versed in 1958 with anticipated acceptance
of re-programmed operation.
•
BARROW BRIEFING • After two days
of intensive briefing on Network Study
Staff (Barrow) Report last Monday and
Tuesday, FCC still has some distance to
go before completing indoctrination on
far-reaching two-year staff study. Final
briefs now are scheduled for Jan. 6-7, but
FCC will send interim report to Chairman
Magnuson of Senate Commerce Committee
by Jan. 3 (90 days after release of Barrow
Report, as requested) and is expected to
say that FCC will seek comments from
licensees, networks and others or institute
proposed rule-making before final action
looking toward possible changes in rules or
regulatory standards.
Thus far, it's understood, full Commis-
sion has covered only few of eight general
classifications set up for Barrow briefing,
which could not possibly cover all 1,485
pages of report. Reviewed so far were staff
proposals that option time be eliminated,
that affiliation agreements be drastically
modified, including so-called network con-
trol of affiliate rates, and general business
and contractual arrangements between
networks and affiliates. In broad outline,
subjects on which FCC wants briefing, in
addition to those mentioned, include must-
buys, multiple ownership and antitrust
aspects.
•
1957 RINGS OUT • FCC concluded its
regular agenda for 1957 at its meeting
last Wednesday and will not convene again
for regular meeting until Jan. 3. Most
members of Commission, however, will
be in Washington, and emergency matters
will be handled subject to later ratifica-
tion. Such matters as radio clear channel
case, revision of license renewal applica-
tions, final briefings on Barrow Report
on networks and other controversial pro-
ceedings will not be handled as 1957
business but automatically go over to
next year.
e
Thomas J. Dougherty, attorney in law
firm of Dow, Lohnes & Albertson, effec-
tive Dec. 28, joins FCC Comr. Robert E.
Lee as his legal assistant. He succeeds
David C. Williams, who has been trans-
ferred to FCC's Conelrad section. Mr.
Dougherty has been with Dow firm for
five years and received his law degree from
George Washington U. in 1953.
•
BIG MARKET PUSH • Brown & William-
son Tobacco Corp., Louisville, reported
to be implementing new tv market strategy
beginning in 1958, concentrating spot tv
efforts in larger cities, where larger smok-
ing populations offer more sales potential.
Company reportedly is set to cut drastically
number of tv markets in which spots
have been carried for Viceroy and Kool
cigarettes — which have totaled about 200
— and reallocate budget from secondary
to larger markets. Company claims total
spot tv budget not being cut, however.
Agency for B & W is Ted Bates & Co.,
New York.
Fortune magazine is in process of re-
searching independent radio station oper-
ations preparatory to publication of depth
article in early 1958. Individually owned
independent stations, as well as certain
multiple owned outlets, are being covered
in upcoming piece.
o
OLD AND NEW • Interesting phenom-
enon has turned up in Bartlesville Tele-
movies operation. Subscribers to the wired
cable theatre seemingly make no distinc-
tion between first run movies and re-runs.
Nonplussed theatremen, to whom playing
dates are prime business headache, can
only surmise that until people see movie
it's still "first run" as far as they're con-
cerned. Telemovies offers first runs on ch.
3, re-runs on ch. 5.
•
There's no intention of sweetening Tele-
movies pot with music, news or any other
service, Henry Griffing, Video Independ-
ent Theatres president, says, until princi-
ple of Bartlesville project is proven or
disproven. And that is, will people buy
"admissions" for movies in home? Video
also has number of community antenna
systems in its southwestern territory.
•
DAY OF ARREST • Next to become
embroiled in Blue Law enforcement drive,
which has Pennsylvania businessmen won-
dering if they will have to write off Sun-
day as economic blank, will be populous
Allegheny County and Pittsburgh (See
page 56). County law enforcement author-
ities are poised to start clamping down on
stores that sell non-necessary goods or
services on Sunday. They await final word
from state attorney general's office, which
has promised it will put power of courts
behind drive to keep store doors shut un-
der terms of ancient 1794 criminal law.
Backing county drive will be Mayor David
Lawrence, of Pittsburgh, along with de-
partment stores, powerful Golden Triangle
Assn., labor unions and church interests.
Arrests have already been made elsewhere
in state.
•
Tone of congressional reaction about
drive to take away some of fm band to
alleviate non-broadcast services' need for
spectrum space has begun to boomerang.
This comes, it is understood, following
FCC's explanation that there is no pro-
posal now, and none under consideration,
to cause fm'ers such alarm (see page 10).
Congressmen have been flooded with
alarmist letters that Commisson plans to
take portion of fm band away. These stem
from comments submitted Nov. 25 on
present and prospective use of 25-890
mc area.
Broadcasting
December 23, 1957 • Page 5
RTNDA Distinguished
Achievement Award
Is Yours For . . .
"The Outstanding News Story
Broadcast" for 1957,
Your sister Meredith Stations join in con-
gratulating the 8 -man KCMO news staff for
winning another national award — the Dis-
tinguished Achievement Award from Radio-
Television News Directors Association for
your coverage of the May 20th tornado
which struck the Ruskin Heights-Hickman
Mills area in Missouri. KCMO-Radio is one
of only 8 radio-television stations to be so
honored.
KCMO-Radio was cited by the same group
in 1951 for "overall news operation" and
was also honored with the Sigma Delta Chi
award for radio news coverage.
Nice goin', KCMO-Radio! Looks like another
powerful reason for advertisers and agencies
to choose the strongest voice in Greater
Kansas City — KCMO-Radio, serving the
10 -billion-dollar-plus Mid- America market.
KCMO serves advertisers and agencies best
because it serves its area best!
KANSAS CITY
SYRACUSE
PHOENIX
OMAHA
TULSA
KCMO
WHEN
KPHO
WOW
KRMG
KCMO-TV
WHEN-TV
KPHO-TV
WOW-TV
The Katz Agency
The Katz Agency
The Katz Agency
John Blair & Co. and Blair-TY
John Blair & Co.
Meredith Stations Are Affiliated With Better Homes and Gardens and Successful Farming Magazines
age 6 • December 23, 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY GOVERNMENT
Negotiators Agree on New ASCAP Licenses — Ticklish task
getting closer to end. Four-year extension of current tv
contracts reported to have found agreement between ASCAP
group and majority of broadcast committee. Stations due to
be polled for their reactions. Page 31.
Free Speech and FCC's Role — These make up the topics to
be studied by the well-heeled Fund for the Republic in an-
nouncing a special new study of the mass media of com-
munication (starting with analysis of "The Relationship Be-
tween Government and Television"). Page 63.
ADVERTISERS & AGENCIES
ARB Unveils Its "Instant Ratings" — New Arbitron system
giving tv ratings every 90 seconds is demonstrated and set to
start in New York first of year. ARB also working on seven-
city network service plus local services in Chicago and Los
Angeles and hopes to get these in operation before end of
January. Page 32.
Don't Bother Pitying Radio — Medium's advertising take
promises to be $650 million in 1957, an alltime high and
14% above 1956, according to NARTB estimate. Network
radio "improved its position strikingly." Page 39.
Buick-Kudner, 1935-1957 — Buick drops Kudner Adv. after
22-year association. Action is followed by realignment of the
agency's top-level management staff and announcement of
Kudner President Ellis' projected retirement. Question: Who
will win the estimated $23 million Buick account? Leading
contenders: Leo Burnett Co., Benton & Bowles, Foote, Cone
& Belding, Ted Bates & Co., and Compton Adv. Page 34.
Brower Elected BBDO President — Succeeds Duffy who
becomes vice chairman of the board and vice chairman of
executive committee. Page 36.
B&B's Bolte Gives Advice — Know your client's objectives
and pass them on to the media representative, says the agency
executive in talk before RTES timebuying seminar. He also
is asked about client-agency breakups. Page 34.
Tv Prospects on Capitol Hill — Sen. Magnuson promises
"further inquiry into television" by Senate Commerce Com-
mittee during second session of 85th Congress. Report on tv
allocations by Bowles committee due soon. Page 66.
FCC Will Tell Rep. Moulder — Commissioners promise an-
swers to questtions concerning gifts, honorariums received
since Jan. 1, 1949. Page 64.
Action for Daytimers — FCC institutes rule-making on DBA
petition seeking longer, stabilized hours for daytime sta-
tions; asks for comments by March 18. Page 66.
STATIONS
Blue Noses and Blue Laws — Eighteenth-century law resur-
rected in Pennsylvania as state attorney general moves to
keep Two Guys From Harrison chain from operating Allen-
town store on Sunday. Page 56.
KITE Challenges Hooper on Promotions — Station, its
Hooperatings omitted from October-December report because
of audience promotion, denies it was trying to inflate ratings,
says it's singled out unfairly and business has been hurt.
Hooper contends promotion made it impossible to tell whether
people were listening or merely said they were, but hopes new
technique will solve the problem. Page 58.
OPINION
FILM
UA Enters Tv Production — United Artists Corp., now a
publicly-held corporation already in (a) film and tv film
feature distribution-leasing, (b) record production, (c) music
publishing, (d) theatre management, goes into (e) financing
of tv production. Page 50. *
The Tax Spectre in Baltimore — Wilbur
VanSant paints the bleak picture for radio
and television in Baltimore if the recently-
enacted city taxes on advertising media
survive the court test. The president of
VanSant, Dugdale & Co., writing in Mon-
day Memo, reminds that the same threat
MR. VANSANT can also arise in other cities. Page 97.
The AAP Future — Fog lifts as United Artists acquires 700,000
shares of AAP. Messrs. Chesler, Goldhar and Schwebel resign,
and President Hyman speaks of business as usual. But some
smoke remains. Though UA announces $8.4 million deal,
there's still some litigation over NTA's transaction involving
AAP. Page 48.
Paramount Pauses — As theatre exhibitors bid for studio's
backlog in attempt to block movie flow to tv. Page 54.
PROGRAM SERVICES
Pay Tv Approved in Los Angeles — City council green-
lights two city ordinances required to put into effect
franchises of Skiatron Tv and International Telemeter-Fox
West Coast Theatres. Page 68.
DEPARTMENTS
ADVERTISERS & AGENCIES... 32
AT DEADLINE 9
AWARDS 80
BUSINESS BRIEFLY 42
CHANGING HANDS 58
CLOSED CIRCUIT 5
COLORCASTING 44
EDITORIAL 98
EDUCATION 80
FILM 48
FOR THE RECORD 87
GOVERNMENT 63
IN PUBLIC INTEREST 24
IN REVIEW 15
INTERNATIONAL 81
LEAD STORY 31
MANUFACTURING 78
MONDAY MEMO 97
NETWORKS 70
OPEN MIKE 20
OUR RESPECTS 26
PEOPLE 83
PROFESSIONAL SERVICES 81
PROGRAMS & PROMOTIONS.. 72
PROGRAM SERVICES 68
RATINGS 44
STATIONS 56
TRADE ASSNS 76
UPCOMING 95
Broadcasting
December 23, 1957 • Page 7
check. . .
and double check
Twin Cities radio audiences endorse WDGY programming
advertisers endorse WDGY audiences and selling power.
Creative, imaginative, showmanlike Storz Station
programming has produced an entirely new Twin Cities listening
habit . . . and time-buying habits to match. Latest Hooper, Trendex and
Pulse all show WDGY first. Daytime first place ratings are at an
all-time high. So are billings.
Check with John Blair ... or WDGY General Manager, Jack Thayer.
WDGY
50,000 tuatts
Minneapolis-St. Paul
* a i
STATIO INI S
TODAY'S RADIO FOR TODAY'S SELLING
TODD STORZ. PRESIDENT » HOME OFFICE. OMAHA, NEBRASKA
WDGY Minneapolis St Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR tt CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
P&ge 8 • December 23, 1957
Broadcasting
at deadline
BIGGEST STATION BUY IN HISTORY • business briefly
• CBS pays $20 million for WCAU-AM-FM-TV, real estate
• Acquisition brings network to limit in radio-television
Sale of 50 kw clear channel WCAU, its
fm adjunct, WCAU-FM, and ch. 10 WCAU-
TV by Philadelphia Bulletin to CBS for $20
million cash — largest price for single prop-
erty in annals of broadcasting — was an-
nounced Friday.
Total price breaks down to $3 million
for radio stations, $12.6 million for tv out-
let and $4.4 million for land, buildings and
other real property comprising WCAU ,
Radio & Tv Center on City Line Ave.,
Philadelphia.
Move, subject to usual FCC approval,
returns WCAU to Paley family control after
1 1 years. Station was sold by Levy-Paley
interests to Philadelphia Record in 1946,
and bought by Philadelphia Bulletin from
Record in 1947.
Transaction looms head and shoulders
over highest single purchase up to now —
Westinghouse's $9.75 million for KDKA-
TV Pittsburgh which it bought from Allen
B. DuMont Labs in 1955. It is even great-
er than recent group purchases: J. H. Whit-
ney Co.'s $10 million price in 1956 for
Universal Broadcasting Co. stations (WISH-
AM-TV Indianapolis and WANE-AM-TV
Fort Wayne), and Time Inc.'s $15.75 million
purchase in 1957 of Consolidated (Bitner)
properties (WFBM-AM-TV Indianapolis,
WOOD-AM-TV Grand Rapids and WTCN-
AM-TV Minneapolis).
Purchase brings CBS up to its maximum
station ownership in both radio and tv.
CBS already owns WCBS-AM-FM-TV
New York, KNX-AM-FM and KNXT
(TV) Los Angeles, WBBM-AM-FM-TV
Chicago, KCBS-AM-FM San Francisco,
KMOX-AM-TV St. Louis, WEEI-AM-FM
Boston, WXIX (TV) Milwaukee, WHCT
(TV) Hartford, Conn. Last two are uhf.
CBS paid $3.6 million for what is now
KNXT in 1950 when it bought ch. 2 sta-
tion from Thomas S. Lee interests. It paid
$6 million for what is now WBBM-TV Chi-
cago in 1953 when it bought ch. 2 outlet
from Balaban & Katz theatre chain. In Octo-
ber of this year CBS paid $4 million for
ch. 4 KWK-TV St. Louis, after winning
grant for ch. 1 1 in contest with three other
applicants. Network turned over ch. 1 1
grant to unsuccessful contestants. In 1954,
CBS bought ch. 19 WXIX (TV) Milwau-
kee for $350,000 from Bartell interests,
and facilities of ch. 25 WCAN-TV for
$650,000 from Lou Poller. In 1956, net-
work paid $650,000 for ch. 18 WHCT
(TV) Hartford, bought from General Times
Tv Corp.
Announcement of WCAU-AM-FM-TV
sale said no change in management or per-
Broadcasting
sonnel planned by new owner. Donald W.
Thornburgh took over helm of WCAU
stations in 1949, coming east from vice
presidency of CBS West Coast operations
to be president and general manager of
WCAU Inc.
WCAU began operating in 1922 and is
50 kw on 1210 kc. WCAU-FM, begun in
1941, operates with 10 kw on 98.1 mc.
WCAU-TV on ch. 10 began operating in
1948. All are CBS affiliates. WCAU was
CBS's first radio affiliate, in 1927, and
WCAU-TV network's first tv affiliate, in
1948.
Not included in sale is Bulletin's 75%
ownership of voting stock of ch. 22 WDAU-
TV Scranton, Pa. Bulletin paid $650,000
for this interest in 1956. Bulletin's Muzak
franchise is also not involved.
WCAU Radio & Tv Centre— on City
Line and Monument Aves., six miles from
downtown Philadelphia on Main Line ex-
pressway— was built in 1952. Centre, occu-
pying eight acres, was $3.5 million project.
WCAU-AM-FM was sold to Philadelphia
Record (J. David Stern) in 1946 (gross
figure of $6 million, with $2.15 million as
stripped price) by group including Dr. Leon
and Isaac D. Levy, William S. Paley, CBS
board chairman, and his father, Samuel
Paley, who had bought it in 1925. In 1947
Bulletin bought Mr. Stern's Camden (N. J.)
Courier-Post and Philadelphia Record, with
stripped down price for WCAU-AM-FM
of $2.9 million. Bulletin sold its WPEN to
Sun-Ray Drug Co. for $800,000.
Philadelphia Bulletin is owned by Mc-
Lean family and has daily circulation of
over 750,000. Robert McLean is president-
publisher of evening newspaper.
RAB TO PROVE RADIO
Radio's impact is slated to be
demonstrated immediately after Jan.
1 by Radio Advertising Bureau in a
new series of "awareness tests," RAB
Vice President Sherril Taylor said Fri-
day. Tests — ranging from one to 13
weeks and utilizing multiple-station
markets — will involve advertising of
specific product unavailable in market.
Radio will be only means public will
hear about item. Recall statistics will
underscore RAB contention that ra-
dio stimulates "high degree of memo-
rability" and will provide bureau with
additional facts concerning audience
structure and merits of different de-
grees of saturation.
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 32.
SOAP SPOTTING • Lever Bros., N. Y.,
planning four six-week flights of radio spot
announcements, starting Jan. 13 in number
of markets promoting Silver Dust Blue
(soap). Sullivan, Stauffer, Colwell & Bayles,
N. Y., is agency.
CHANGES TO 'RAINBOW' • Ralph Ed-
wards' newest show, End of the Rainbow,
Jan. 1 1 replaces What's It For? in Saturday
10-10:30 p.m. EST spot on NBC-TV, spon-
sored by Pharmaceuticals Inc., Newark,
N. J., through Parkson Agency, N. Y.
NEWS FOR NESTLE • Nestle Co., White
Plains, N. Y., planning to sponsor quarter-
hour news show on NBC-TV (Thurs., 6:45-
7 p.m. EST), starting in mid-January. Show
will promote all Nestle products. Agency:
Dancer-Fitzgerald-Sample, N. Y.
BREWERY PICKS C&H • Stagmaier Brew-
ing Co., Wilkes-Barre, Pa., has appointed
Calkins & Holden, N. Y., as agency with
Robert D. Morgan as account supervisor.
Sun Oil Appoints Esty
William Esty Co., New York, Friday
gained about $3 million in billings as Sun
Oil Co. appointed agency to handle its
motor products advertising in U.S. Sun
Oil had been talking to several agencies
[At Deadline, Dec. 16]. Approximately
one-third of account is in regional radio-
tv. Included in move is Sunoco gasoline and
oil. Erwin, Wasey, Ruthrauff & Ryan, which
handled account, retains Sun Oil's indus-
trial products, and Tandy Adv., Toronto,
continues on Canadian advertising. With
new account, Esty's total billings will come
up to about $75 million and agency will
pick up about one-quarter of approxi-
mate $4 million broadcast billing it was
off this year compared to last. Broadcast
billing now is figured at approximately $37
million.
WLBR-TV to Join ABC-TV
WLBR-TV Lebanon, Pa., becomes pri-
mary affiliate of ABC-TV Jan. 5, it was
announced ' Friday. WLBR-TV, heretofore
independent, is 82nd on-air primary affiliate
for network, ABC-TV said. Other Triangle
stations having ABC-TV affiliations include
WFIL-TV Philadelphia, WNHC-TV New
Haven, Conn., WNBF-TV Binghamton,
N. Y., and WFBG-TV Altoona, Pa.
December 23. 1957
Page 9
PEOPLE
at deadline
Ad Tax Threatened in Va.;
Media Organize Opposition
New advertising tax threat — involving
Virginia — reported Friday by Advertising
Federation of America, New York, in bul-
letin which said Mayor Duckworth of Nor-
folk has proposed to his city council and
eight state legislative representatives that re-
tail merchants tax of 4% be levied against
all advertising sold to radio-tv and news-
papers in entire state. AFA said mayor has
asked legislators to introduce his motion as
bill before state legislature in January. Ad-
vertising Club of Norfolk has already pro-
tested proposal, AFA said, adding, "It is
understood that Mayor Duckworth was
prompted to offer his suggested bill by the
Baltimore advertising tax precedent and by
the fact that newspapers in Virginia are
exempt from a license tax on the grounds of
freedom of the press."
AFA wired Mayor Duckworth: "AFA de-
plores the ill-advised proposal ... as being
discriminatory and deleterious to the busi-
ness progress of every city in Virginia. Not
only will this result in another hidden tax,
but it will stifle the ability of Virginia busi-
ness and industry to compete on equal terms
with other states. We respectfully urge you
as a sound businessman to withdraw your
endorsement of this proposal."
AFA urged filing of protests around first
of January after holidays, since Virginia
legislature convenes in mid-January, and
asked they be sent to Virginia's AFA lieu-
tenant governor, Edward Acree, Cargill &
Wilson, 201 East Franklin St., Richmond,
Va., who together with Dan Goldman,
Cavalier Adv., Norfolk, and Shields John-
son, general manager of Roanoke (Va.)
Newspapers, will direct campaign against
tax. AFA Third District Governor J. Ran-
dolph Taylor of America's Textile Reporter,
Greenville, N. C, will direct overall strat-
egy in campaign.
Similar tax measures are being court-
tested in Baltimore (see page 36), and St.
Louis Alderman Alfred Harris indicated
earlier last week that ad levies would be pro-
posed to city council there after first of year.
No Fm Rule-making — FCC
Taking note of numerous inquiries and
protests regarding fm band (88 to 108 mc),
FCC Friday "emphasized" that it has not
instituted rule-making proceeding directed
toward reallocation of any portion of fm
space. Commission said flood of inquiries
was prompted by 890 mc proceedings,
in which many responses proposed that
part of -fm band be reallocated to other
services. In event such proceeding is insti-
tuted, FCC is required to issue notice of
proposed rule-making, and all interested
parties would have opportunity to comment.
Anheuser-Busch, Miller Plan
Extensive Radio-Tv in 1958
Radio-tv plans for 1958 are brewing at
Anheuser-Busch Inc., (Budweiser) St. Louis,
and Miller Brewing Co., Milwaukee, Broad-
casting learned Friday.
A-H will use spot radio on 175-185 sta-
tions in 320 markets and spot tv on 100
outlets in 75 markets, both to be staggered
schedules over calendar year (26-, 39- and
52-weeks) .
Radio commitments range from 30 to
high of 150 announcements per week (pat-
tern of three weeks on, one off in some
markets). Additionally, half dozen syndi-
cated film properties also purchased in select
markets.
Radio-tv is to get roughly 40% (time
only) or $4.8 million of estimated $12 mil-
lion budget (higher than in 1957) through
DArcy Adv. Co.
A-H plans for Busch-Bavarian beer,
through Gardner Adv. Co., not set, but
"sizable" spot broadcast budget anticipated,
along with Cardinals' baseball on radio-tv.
Brewery already bought Mickey Spillane's
Mike Hammer MCA-TV film series in five
states [Film, Dec. 16].
Miller Brewing (High Life) is to launch
26-week radio schedule (spots or programs)
about April but tv is in doubt until end of
current 26-week All Star Golf on ABC-TV
in April. Brewery "highly gratified" with
golf series.
WPAG-TV to Go Off Air
Ch. 20 WPAG-TV Ann Arbor, Mich.,
has requested authority to go off air for
six months effective Dec. 31, FCC an-
nounced Friday. While WPAG-TV is only
Ann Arbor outlet, station cited competi-
tion from six vhf outlets as reason for
demise. Broadcasting since April 1953,
WPAG-TV reported that it has lost $145,-
680 in AV2 years of operation. Uhf out-
let said it will decide whether to surrender
construction permit after Commission makes
final disposition of petition for reconsidera-
tion of FCC refusal to shift ch. 12 from
Flint, Mich., to Ann Arbor.
MAKE BELIEVE, THEY SAY
NBC-TV will present fictional be-
hind-the-scenes drama of battle for tv
ratings on Kraft Television Theatre
Jan. 1 (Wed., 9-10 p.m. EST). Titled
"The Battle for Wednesday Night,"
drama pits strongly-entrenched tv
personality Bill Brogen (played by
Jack Oakie) against new popular
singer Danny Smith (Earl Holliman)
on rival network. Others in cast to in-
clude Rudy Vallee and Virginia Gib-
son.
CHARLES POWERS, head of live
commercial production, and THOMAS
GREEHOW, program supervisor, McCann-
Erickson, N. Y., named Los Angeles direc-
tor of tv-radio commercial services dept.,
serving all agency offices, and Los Angeles
director of programming, also servicing all
offices, respectively.
HAROLD J. SAZ, business manager, radio-
tv dept., Ted Bates & Co., N. Y., and
JAMES A. BENHAM, account supervisor
on Whitehall Pharmacal Co., elected vice
presidents.
HOWARD S. SHEPARD, formerly with
special tv projects staff of BBDO, N. Y., to
sales promotion and development staff of
Harrington, Righter & Parsons, N. Y., sta-
tion representative.
Brown, Lynch Sell KANS;
Kluge's KXLW Brings $500,000
Station sales announced Friday were:
KANS Wichita, Kan., sold by Kenyon
Brown and Frank J. Lynch to J. William
O'Connor, Thomas L. Davis and Harry H.
Patterson. Price was $221,000, with sale
handled by Hamilton, Stubblefield, Twin-
ing & Assoc. Mr. Brown was involved in
other transfers during week (see page
58). Mr. Davis is interested in WBOW
Terre Haute, Ind. Mr. Patterson is Los
Angeles businessman who at one time was
on sales staff of KLAC and KFVD Los
Angeles. KANS operates on 1480 kc with
1 kw night and 5 kw day.
KXLW St. Louis, Negro-programmed
station, sold by John W. Kluge, head of
Kluge station group and 75% station own-
er, and Mark Evans, 25% owner, to Big
Signal Radio Co., whose principals are R.
J. Miller, finance company executive, and
George Eng, Norfolk builder. Price was
$500,000, with sale handled by Blackburn
& Co. KXLW is 1 kw daytime station oper-
ating on 1380 kc.
KREM-AM-FM-TV Sale Reaffirmed
FCC Friday reaffirmed its Sept. 25 ap-
proval [Government, Sept. 30] of sale of
KREM-AM-FM-TV Spokane, Wash., by
Louis Wasmer to Dorothy S. (Mrs. A.
Scott) Bullitt, 40%, and KING-AM-FM-
TV Seattle, 60%, for $2 million. Sale had
been protested by Tv Spokane Inc. (Burl
C. Hagadone and Scripps League news-
papers, each 40%), which claimed that it
had an agreement with Mr. Wasmer to
purchase station. Tv Spokane, at one time
applicant for KREM-TV's ch. 2, withdrew
its protest Dec. 12, stating that "an agree-
ment with a consideration mutually satisfac-
tory" had been reached. This agreement
had been reached under litigation, filed by
Mr. Wasmer for declaratory judgment, in
Superior Court of state of Washington.
Hearing on sale approval earlier was sched-
uled to begin today (Mon.) at Commission.
Comrs. Robert T. Bartley and Frederick
Ford dissented "pending receipt of further
information with respect to the circum-
stances surrounding the withdrawal."
Page 10 • December 23, 1957
Broadcasting
atelUtes
hey are made of candy and popcorn
Of candles and buttons and glass,
Of striped canes and pony's manes
And the tinkling laugh of a lass.
They are made of tinsel and cardboard
Of holly and sugar and light,
Of silvered cones and chorus tones
And the wondrous eyes of a sprite.
They are made of the prayer and substance
Of the faithful and peaceful and free;
And the light they catch from the heavens
Can be seen on the Christmas Tree.
I
W . Eldon Garner
Managing Director
WKHM Jackson, Michigan
IN REVIEW
PLAYHOUSE 90
The facetious observation by a playwright
that he might just as well abandon the
legitimate theatre because "I can always
write for television" was apparently more
than just an attitude on Playhouse 90's of-
fering of Dec. 12. It was a tv dramatization
about a stage play whose company was
demoralized by cast and domestic strife.
The teleplay came in on the "thundering
wave" of promise but foundered on the
shoals of mediocrity. The viewer would well
wonder how and why the stage play did,
too.
"The Thundering Wave" was the title of
the Playhouse 90 drama, written for tv by
real-life author Robert Alan Aurthur, and
of the play-within-a-play, penned by ficti-
tious author Lew Downs. The play-within-
the-play survived a punchless Boston trial
for a Broadway opening night. Both dramas
seemed to demonstrate that nothing fails like
failure, especially where crazy mixed-up peo-
ple are involved.
Actor-writer Jack Klugman, who wrote
two scripts accepted for tv this season, was
cast as writer Downs, with the simple direc-
tive he "play" author Aurthur as closely as
possible. On the same busman's holiday was
Franchot Tone, a veteran actor who played
one. Both gave noble performances, as did
the rest of the cast, but the story line for the
first time in many a Playhouse 90, failed to
ring true.
The script tried to wring some drama out
of the gimmick of the play-within-a-play,
this particular one concerning the problems
of a play whose stars are long-time married
enemies. This problem is carried through
from a fizzle in Boston to Broadway open-
ing night. But though the plot hinges on the
play, the viewer saw none of the epic. Ex-
cept for an opening line or two and a scene
of bedlam backstage, nothing of the play
was shown to the viewer to afford the neces-
sary contrast for diluting an impression that
Playhouse 90 was only a play too. The tele-
play suffered from lack of well-rounded
characterizations, and lacked the body to
come through.
When the play opened on Broadway, crit-
ical reactions were uniform: good acting,
no play — the story line doesn't quite come
off.
Unfortunately, the make-believe verdicts
might well be applied to Playhouse 90's
effort.
Production costs: $150,000.
Sponsored by Bristol-Myers Co. (Theradan,
Trushay, Ban products), through BBDO;
Kimberly-Clark (Kleenex, Delsey tissues),
Foote, Cone & Belding; American Gas
Assn. through Lennen & Newell Inc., and
Philip Morris (Marlboro) and Allstate In-
surance Co., both through Leo Burnett
Co., on alternating weeks; presented live
weekly on CBS-TV, Thurs. (Dec. 12),
9:30-11 p.m. (EST).
Cast: James and Pamela Mason, Franchot
Tone, Joan Bennett, Jack Klugman and
Susan Oliver, with Robin Morse, Jud
Taylor, Doug Henderson, Helen Kleeb,
Broadcasting
Art Batanides, Pauline Meyers and Don
Murray as m.c.
Producer: Martin Manulis; director: John
Frankenheimer; writer: Robert Alan
Aurthur; associate producer: Peter Kort-
ner; executive assistant: Dominick Dunne.
OMNIBUS
In what may well turn out to be one of
the best acting jobs of this or any tv season
past, 36-year-old British playwright-actor-
director-producer Peter Ustinov scored
nothing less than an absolute triumph as
Dr. Samuel Johnson (1709-1784), the
blunt, grotesque critic of 18th Century Eng-
lish manners and mores. With his "Romanoff
& Juliet" beard hidden under pounds of
exacting makeup applied skillfully by NBC's
Bob O'Bradovich and staff, Mr. Ustinov
was so completely believable throughout
the 90-minute Omnibus presentation that it
was hard to picture the figure on the screen
as anyone but Sam Johnson.
Scottish-born James Boswell was only 23
when he met Dr. Johnson. Their relation-
ship is known to all who have at one time
or another studied English literature. No
Hollywood film could have made Boswell's
Journals come alive the way live television
managed to make them; the choice epigrams
—"Patriotism, sir, is the last refuge of a
scoundrel," — and Johnsonian definitions
such as "oats . . . fed to horses in England,
eaten by the population of Scotland" — sung
with wit and clarity. Even when Mr. Ustinov
wasn't about to impart the Johnsonian wit
and brilliancy, his Boswell — played in ex-
cellent spirits by Kenneth Haig— was there
to speak for him.
It is to the credit of Omnibus executive
producer and packager Robert Saudek and
staff — including writer James Lee, directors
Seymour Robbie and Alan Schneider — that
this program fared so well. Tempted as the
producers may have been by lush settings
and expensive costuming, they did not stray
one degree off course. Ever so subtly, they
wove together the best of Johnson and the
customs of the age. Here was the coffee
house and Bedlam, the bawdy first night
audience at the theatre, the ultra-fashionable
"cocktail party" of the age, frequented by
such noted personages as actor David Gar-
rick, painter Sir Joshua Reynolds and play-
wright Oliver Goldsmith.
Here, beyond a shadow of a doubt, was
proof that television has the remarkable fa-
cility of transporting the viewer out of his
easy chair and into periods present, past and
future.
Production Costs: $60,000.
Sponsored by Aluminium Ltd. through J.
Walter Thompson Co. and Union Carbide
Corp. through J. M. Mathes Inc. on NBC-
TV, Dec. 15, 4-5:30 p.m.
Executive Producer: Robert Saudek; m. c.
Alistair Cooke; drama consultant: Walter
Kerr; co-directors: Alan Schneider and
Seymour Robbie; adapted by James Lee
from James Boswell's The Life of Samuel
Johnson. Produced by Robert Saudek
NAME
OUR
CHANNEL 12
Clarksburg, W. Va.
• A fabulous week for 2 at
THE GREENBRIER
White Sulphur Springs, W. Va.
• ELECTRIC-EYE MOVIE CAMERA
By Bell and Howell
• POLAROID LAND CAMERA
• 12 other wonderful prizes
USE THIS INFORMATION TO
help you name the symbol of Clarks-
burg's new high-power TV station
• Covers the virgin market of Cen-
tral W. Va. (Clarksburg — Fair-
mont — Morgantown)
• Bich in coal, oil and gas
• Untouched to date by a direct TV
signal
• Captive audience — 666,315 popula-
tion
• Buying income $1,119,746,000
• $200/hr. AA network time: $250
national spot.
Contest open to all readers of this
magazine. Ends January 5, 1958.
FY2
I 1
MAIL YOUR ENTRY TODAY TO
WBOY-TV
CHANNEL 12
Exclusive in Clarksburg, W. Va.
00 INTERCONNECTED
George Clinton, Gen'l Mgr. • Rep. by Avery-Knodel
61
A Member of The Friendly Group
I suggest the following name:
Name
Company.
Address
December 23, 1957 • Page 15
DRUG STORE
ONE BILLION DOLLARS
IN DRUG SALES
IN STORER MARKETS
IN 1956*
. . .with a significant share
enjoyed by drug advertisers on
radio and television stations
owned and operated by the
Storer Broadcasting Company
STORE R BROADCASTING COMPANY
WSPD-TV
Toledo, Ohio
WJW-TV
Cleveland, Ohio
WSPD
Toledo, Ohio
WJW
Cleveland, Ohio
WJBK
Detroit, Mich.
WJBK-TV
Detroit, Mich.
WAGA
Atlanta, Ga.
WAGA-TV
Atlanta, Ga.
WVUE-TV
Wilmington, Del.
WIBG
Philadelphia, Pa.
WWVA
Wheeling, W. Va.
WGBS
Miami, Fla.
NEW YORK— 625 Madison Avenue, New York 22, Plaza 1-3940
SALES OFFICES CHICAGO— 230 N.Michigan Avenue, Chicago 1, Franklin 2-6498
SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutter 1-8689
*1957 Sales Management "Survey of Buying Power"
IN REVIEW
CONTINUED
apple I
for the
sponsor,
too!
Miss Sally's Romper Room, delight of
the small fry set in Washington, is the apple of
the advertiser's eye, too . . . because it
produces rich fruits in the way of adult response,
by way of moppet demand. Romper Room
(1 1 a.m. to noon weekdays) has room for a
few more apple-seeking advertisers
who want results.
a m real lively daytime programming
wmal-tv
maximum power on channel WASHINGTON, D.C.
AN EVENING STAR STATION
Represented by H-R T elevision, Inc.
61
Page 18
December 23, 1957
Assoc.; feature editor: Mary V. Ahem.
Cast: Peter Ustinov, Kenneth Haig, Sorrell
Booke, Michael Clarke Laurence, Thomas
Barbour, Catherine Dolan, Basil Langton,
Ralph Sumpter, Eithne Dunn, Angela
Thornton, Charles Francis, Ed Sherin,
Clarence Derwent, Nancy Wickwire and
Arthur Malet.
TRUTH OR CONSEQUENCES
The apparent success of the five-times-
a-week daytime Truth or Consequences
prompted NBC-TV to add a nighttime ver-
sion on Friday evenings. No doubt this seg-
ment will appeal to the same audience as
the daytime show, with the time period
(7:30-8 p.m.) propitious for tuning in by
housewives, teenagers and the man around
the house (if he enjoys such tomfoolery).
It's the same old ToC format that has
had success since 1940 on radio with Ralph
Edwards as m.c. These chores now are han-
dled capably by Steve Dunne. On the initial
program, actor-dancer Dan Dailey was one
of the guests and participated in one of the
"consequences." The program can be fun
for those whose tastes run to parlor games.
It's a relatively painless prelude to more
serious or more solid programming later
in the evening.
Viewers who care may be disconcerted by
the multitude of "plugs" on such programs
— Mr. Dailey plugged several of his mo-
tion pictures plus an upcoming night club
engagement, Mr. Dunne praised the various
products given out as prizes. Presumably, the
sponsor doesn't mind because his budget is
comparatively low.
Production costs: Approximately $20,000.
Sponsored by Sterling Drug Inc. through
Dancer-Fitzgerald-Sample on NBC-TV,
Fri., 7:30-8 p.m. Started Dec. 13.
Executive producer: Ralph Edwards; pro-
ducer: Ed Bailey; director: Stuart Phelps;
m.c: Steve Dunne.
BOOKS
THE STRUCTURE AND POLICY OF
ELECTRONICS COMMUNICATIONS,
by Prof. Dallas W. Smythe. Published by
U. of Illinois, Urbana, as No. 82 in its
bulletin series. 103 pp. $1.50.
At one time an economist with the FCC
and now professor of economics and a
research professor at the Institute of Com-
munications, U. of Illinois, the author calls
on a broad background to trace the evolu-
tion of the policy that now governs elec-
tronic communications both in the U. S. and
abroad. He goes back to the beginning of
wire telegraphy and wire telephony to re-
count circumstances and needs that dictated
the establishment of such a structure. Prof.
Smythe points out the drastic revisions oc-
casioned by the advent of radio communica-
tions with an explanation of the nature and
scope of the radio services. Four chapters
are devoted to the international efforts
toward an allocations policy.
Broadcasting
lOto by HAROLD M. LAMBERT
In the Spirit of the Season
Every year at this time there grows within to serve our area, and for the warm response
us a special sense of warm good will. ... to our effort. ... To all who have helped
We feel humbly grateful for the opportunity make it possible, we extend
THE WARMEST GREETINGS OF THE SEASON
CHANNEL THREE
Official CBS outlet for Central
Illinois- Western Indiana area
45th TV MARKET* ILLINOIS' 2nd TV MARKET
*TV Mag.
George P. Hollingbery, Representative
OPEN MIKE
Approval From FCDA
editor:
I can't let another day go by without
thanking you for the very nice review you
gave "The Day Called X" [In Review,
Dec. 9] . . . perhaps our most important
project to date. We plan on distributing
prints of the film that appeared on CBS-TV
to every target city in the U. S., plus civic
organizations and local television stations.
I predict that this film will get the largest
distribution of any film to date.
Nat S. Linden
Director, Audio-Visual Division
Office of Public Affairs
Federal Civil Defense Administration
Battle Creek, Mich.
Not Too Many Commercials
editor:
Regarding your "Too Many, Too Cheap"
[Editorial, Dec. 9], let me say about spots
on radio being ridiculously low, you are
right; about too many commercials, I don't
agree. I have found out that the number of
commercials does not affect the listening au-
dience. I feel, and am probably the first one
to tell you, that you have too many adver-
tisements in your magazine. But I feel that
is your business and, by the same token,
the number of commercials on a station is
the station's business.
I don't have to read your magazine, and
if I do, I have to pay for it. By the same
token you don't have to listen to radio, but
if you do, you don't have to pay anything.
So let's call it even. You run your business
and let radiomen run their business.
C. E. Franklin
General Manager
WCEF Parkersburg, W. Va.
Beguiled by the 'Piper'
editor:
Perhaps a longtime executive with a pub-
lication somewhat competitive with Broad-
casting should not be writing this fan letter.
However, I must confess that for many
months I have been showing your reviews
to Mrs. Lovejoy and we agree that you are
doing a splendid job with this feature. But,
as far as we are concerned, you spoiled it
all with your review of the "Pied Piper of
Hamelin" [In Review, Dec. 2]. Here are
two adults who were definitely beguiled by
this program.
At any rate, I have been a Chesterfield
smoker for a quarter of a century and
Liggett & Myers might be glad to know
that I will continue to "pay the Piper."
Ernie Lovejoy
Vice President
Sales Management
Chicago
A Name & a Compliment
editor:
It was with interest we read your review
of "Annie Get Your Gun" [In Review, Dec.
9], particularly your comments on the com-
mercials, which were so well done and "in-
tegrated" with the songs from the show.
Since we have not heard the term "Inte-
grated Commercial" being used, we would
like to suggest this title as one most suitable
to this type of tv commercial.
Charles Elwyn Hayes
Charles Elwyn Hayes Co. Adv.
Chicago
Big Things Ahead for NATRFD
editor:
Congratulations on the fine coverage of
the National Assn. of Television & Radio
Farm Directors convention in Chicago
[Trade Assns., Dec. 9]. Like the broadcast
media themselves, this bunch of energetic
and dedicated fellows is due to grow mightily
in stature and public service as a part of
the media.
Layne Beaty
Chief, Radio & Television Service
U. S. Dept. of Agriculture
Washington, D. C.
Christmas Music at Christmas
editor:
We have noticed a number of radio sta-
tions this year refraining from playing carols
and the sacred type of Christmas music
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
7735 DeSales St., N. W. Washington 6, D. C
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
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□ Enclosed □ Bill
name title/ position*
company name
address
city zone state
Please send to home address — —
Broadcasting Publication* lac
Sol Taishoff
President
H. H. Tash
Secretary
Maury Long
Vice President
Edwin H. James
Vice President
B. T. Taishoff Irving C. Miller
Treasurer Comptroller
Page 20
December 2? 1957
BROADCASTING*
TELECASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. VY., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood).
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Jacqueline Eagle, Frankie Pelz-
man, Myron Scholnick, Ann Tasseff, Jim
Thomas
EDITORIAL ASSISTANTS: Rita Coumoyer, Benjamin
Seff
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
SALES MANAGER: Winfleld R. Levi (New York)
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
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Editorial
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STAFF WRITERS: Ruth L. Kagen, Frank P. Model.
Diane Schwartz
Business
SALES MANAGER: Winfleld R. Levi
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CHICAGO
360 N. Michigan Ave., Zene 1, CEntral 4-4115
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6253 Hollywood Blvd., Zone 28, Hollywood 3-3148
SENIOR EDITOR: Bruce Robertson
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Strieker
Toronto, 32 Colin Ave., HUdson •-2*94
James Montagnes
SUBSCRIPTION PRICES: Annual subscription for 52
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BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*—The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Broadcasting
LATEST ARB, AND
LATEST TELEPULSE
*Zke Qiant of Southern Skies"
MAXIMUM POWER ON CHANNEL 4
Here's "The Giant's" 4-State, 58
County Market . . .
Population
Incomes
Retail Sales
Homes
2,021,900
$2,240,153,000.
$1,590,398,000.
511,900
Data from Sales Management Survey of
Buying Power, May 10, 1957
Giant"
DWARFS
ITS RIVALS
The July 1957 A.R.B. Report
for Greenville - Spartanburg -
Anderson shows WFBC-TV's
complete dominance in this
rich textile-industrial market.
The latest TELEPULSE RE-
PORT (June 23-30, 1957)
shows the same complete
dominance in the five largest
counties— Greenville, Spartan-
burg, Anderson, and Green-
wood, S. C, and Buncombe
(Asheville) N. C— in our 58-
county market. WFBC-TV led
in 14 of the Top 15 Once A
Week Shows; and had all 10
of the Top Ten Multi-Weekly
Shows!
Ask us or WEED to show
you the latest A.R.B. and the
latest TELEPULSE.
Channel 4
WFBC-TV
Represented Nationally by
WEED TELEVISION CORP.
Greenville, S.
NBC NETWORK
Broadcasting
December 23, 1957 • Page 21
A food processor buys
a thousand viewers for just 38c on KCRG-TV.
(Sure we'll tell you who.)
Channel 9 — Cedar Rapids — Waterloo, Iowa
ABC-TV for Eastern Iowa
The Cedar Rapids Gazette Station
* Based on November ARB Telephone Coincidental Survey.
OPEN MIKE CONTINUED
until the last week before Christmas, imply-
ing that it is an original idea with them.
We know not how many stations are fol-
lowing the practice or for how long, but
WKBZ has . . . for eight years ... to main-
tain the religious beauty and dignity of the
holiday itself.
Bill Bennett
Publicity Director
WKBZ Muskegon, Mich.
One Short
editor:
Your Business Briefly feature [Adv. &
Agencies, Dec. 2] was one station too brief.
You listed 22 stations carrying the Knicker-
bocker Plastic Co.'s toy schedule, through
Hixson & Jorgensen of Los Angeles. KSTP-
TV is carrying that schedule in this market.
James E. Blake
National Sales Manager
KSTP-TV Minneapolis-St. Paul,
Minn.
[EDITOR'S NOTE— We regret KSTP-TV was
omitted from the station list furnished us.]
editor:
Both Hixson & Jorgensen and we are
very happy that your good publication gave
such excellent coverage to our story on
Knickerbocker Plastics Co.
Helen Norris
Ryan-Norris
Hollywood, Calif.
Can Anyone Help?
editor:
For some time I have been trying to
find models of television production equip-
ment. I would like to obtain models on
such a scale that they could be used in
conjunction with doll furniture for plays,
and with small sets that could be built for
other special programs. I hope you will be
able to assist us.
Robert E. De Voe
Television Coordinator
Marquette U.
Milwaukee
OLD HAT
In 1944, Ted Bergmann, now presi-
dent of Parkson Adv., New York, and
Harry Algus, now director of public
relations for National Telefilm Assoc.,
New York, were -fellow officers, serv-
ing in Paris with the public relations
section of Supreme Headquarters, Al-
lied Expeditionary Forces (SHAEF).
Mr. Bergmann borrowed an officer's
cap from Mr. Algus and for reasons
now vague forgot to return it. Last
week, Mr. Bergmann was rummaging
through some of his war mementos at
his home in Manhasset, L. L, and
found the cap bearing Mr. Algus'
name. He turned the cap over to Wil-
liam Koblenzer, a Manhasset neighbor
and an executive at NTA, who for-
warded it to a puzzled but apprecia-
tive Mr. Algus.
Page 22 • December 23, 1957
Broadcasting
a DOUBLE or NOTHING
offer to STATIONS
and to AGENCIES
how to DOUBLE a bottler s home
business in 30 days ...
with a money back guarantee!
The
Silver Dollar Man
Program
guarantees results!
exclusive in your area . . .
protected against imitation!
DOUBLES home SALES
of any volume product . . .
or BETTER, regardless of
weather, competition, price!
Here's a simple, practical, down-to-earth way to double a
bottling company's sales (or better) in 30 days, regardless
of the weather, competition or price. It's the SILVER
DOLLAR MAN PROGRAM . . . now being made avail-
able through radio and television stations and agencies to
local bottlers . . . and other distributors of home ice-box
products.
It's an unrehearsed, spontaneous, "continuous commercial"
show, guaranteed to make its sponsor the top-selling bott-
ler in his area, through a virtually certain top-listenership
program, with sure response. It's exclusive ... and you
pay us nothing if we don't increase your home refrigerator
business by as much as 100% in the first 30 days.
Also wonderful for frozen foods, juices . . . any product
that stays in home refrigerator or freezer, the most valuable
storage space of all.
IN HARRISONBURG, VIRGINIA, Hamilton Shea ol
WSVA-TV: "Tremendous success . . . draws an average of
3,000 cards a week, with a peak week of 6,000 cards."
IN TULSA, OKLAHOMA, over two years ago the mil-
lionth case of Pepsi-Cola rolled out of the plant of Ronald
Capps. Then Ronald was using the Silver Dollar Man and
nearly three years later he is still leaning on this program
to maintain his high sales volume . . . what better recom-
mendation could we give? IN COLUMBIA, TENNESSEE,
Dr. Pepper Bottler finds the Silver Dollar Man program
has stimulating effect on sales throughout his territory
according to Co-owner Harry Cook. IN COLUMBIA,
SOUTH CAROLINA, "Canada Dry sales for September
1954 were increased 290% over sales for the same month
during the previous year."
Not only do you get exclusive rights to the SILVER DOL-
LAR MAN program . . . the creators guarantee that it
can't even be imitated. The courts have upheld the copy-
right and other protection it enjoys. This is important . . .
because others will want to imitate this amazingly success-
ful program.
"The Silve
Simple and easy: you buy the rights to the show ... we
produce it for you and guarantee it ... we offer exclusive
merchandising service to get it started in your area, on
your station. We know it never fails. That's why we offer
this iron-clad guarantee.
FOR FULL DETAILS, WRITE OR WIRE:
R. A. (Bob) Perrott
Dollar Man"
Brunswick, Georgia
IN PUBLIC INTEREST
AIMS the answer
to the bullseye . . .
AIMS (Association of Inde-
pendent Metropolitan Stations)
offers a made to order list of
stations ready to deliver maxi-
mum audience in 21 different
cities.
AIMS the most active group
in the Broadcasting Industry
through periodic meetings and fact loaded monthly newsletters
from all members, can supply you with most of the answers to your
broadcast advertising problems. When you buy . . . BUY AIMS the
perfect station list for every campaign.
You can expect the leading independent
to be the best buy on the market . . .
CITY STATION
Baton Rouge, La. WIBR
Buffalo, N. Y. WBNY
Dallas, Tex. KIXL
Des Moines, Iowa KSO
Evanston, III. WNMP
Evansville, Ind. WIKY
Houston 1, Tex. KNUZ
Indianapolis 22, Ind. WXLW
Jackson, Miss. WJXN
Little Rock, Ark. KVLC
Louisville 2, Ky. WKYW
Omaha, Neb. KOWH
San Antonio, Tex. KITE
Seattle, Wash. KOL
Spokane, Wash. KLYK
Stockton, Calif. KSTN
Syracuse, N. Y. WOLF
Tulsa, Okla. KFMJ
West Springfield, Mass. WTXL
Wichita, Kan. KWBB
Worcester, Mass. WNEB
REPRESENTATIVE
The Walker Co.
Jack Masla and Co., Inc.
West Coast — Lee F. O'Connell Co.
H-R Representatives, Inc.
Southwest — Clarke Brown Co.
John E. Pearson Co.
John E. Pearson Co.
Forjoe & Co., Inc.
Southern — Clarke & Brown Co.
John E. Pearson Co.
Grant Webb & Co.
Richard O'Connell Inc.
Midwest — Radio-TV Representatives, Inc.
Southern & Denver — Clarke Brown Co.
West Coast — Tracy Moore & Associates, Inc.
Burn-Smith Co., Inc.
Regional — Kentucky Radio Sales
Adam Young, Inc.
Avery-Knodel, Inc.
The Boiling Co., Inc.
Grant Webb & Co.
George P. Hollingbery Co.
The Walker Co.
Jack Masla & Co., Inc.
The Walker Co.
George P. Hollingbery Co.
Southern — Clarke Brown Co.
The Boiling Co., Inc.
■»»,"«..
Women Broadcasters to Aid AHA
The organization of the Heart Committee
of Women Broadcasters, with NBC person-
ality Arlene Francis serving as national
chairman, was announced last week by the
American Heart Assn. Approximately 1,500
women broadcasters are expected to aid
the committee in "an intensified nationwide
program to inform homemakers about the
heart and its disorders."
Committee members include Josey Barnes,
KTVT (TV) Salt Lake City; Connie Cook,
WOW-AM-TV Omaha; Doris Corwith,
NBC; Jane Dalton, WSPA Spartanburg,
S. C; Anne Duke, WDBL Springfield,
Tenn.; Pat Gay, KLZ Denver; Anne Hayes,
KCMO Kansas City; Alice Heinecke,
SESAC; Mary Hickox, KFI Los Angeles;
Charlotte Moton Hubbard, WTOP-TV
Washington, D. C; Marjorie King, KNBC
San Francisco; Elizabeth Leonard, KING
Seattle; Paula Lohmann, WMBD Peoria,
111.; Ruth Lyons, WLW Cincinnati; Vera
Massey, WDSU-TV New Orleans; Mary
Margaret McBride, NBC; Edythe Fern Mel-
rose, WXYZ Detroit; Betty L. Merrit,
WAGA Atlanta; Louise Morgan, WNAC-
AM-TV Boston; Vi Stokesberry, WCKR
Miami; Marian Young Taylor, WOR New
York; Judith Waller, NBC, and Gladys
Webster, WCAU Philadelphia.
CHRISTMAS TOYS • WOOD-AM-TV
Grand Rapids and WJIM Lansing (both
Michigan) took part in "toys for tots" pro-
grams. The former made use of a 50-enter-
tainer telethon while the latter held a family
"record hop." With the help of local Marine
reservists, both projects resulted in a multi-
tude of toys donated for needy children.
CHRISTMAS JOBS • WBAL Baltimore's
Molly Martin was commended by the Mary-
land Dept. of Employment Security for pub-
licizing on her daily show announcements
by the department on available Christmas
season jobs. Within three days after she
interviewed a department representative on
the morning show, the department reported,
53 persons called to inquire about jobs and
an average of seven have called every day
since then.
WBC BACKS UNICEF • Westinghouse
Broadcasting Co. tv stations promoted the
sale of UNICEF (United Nations Children's
Fund) Christmas cards by showing a five-
minute film made for this purpose by Bil
Baird and adding their own plea that the
public help UNICEF bring nourishment and
medical care to destitute children through-
out the world. Each station also arranged for
distribution of brochures and took care of
inquiries in its area.
BETTER BUSINESS • WDGY Minneap-
olis, via its new series, The Better Business
Bureau Reporter, informs listeners of fraud-
ulent business practices in the area. Ma-
terial is gathered from Better Business Bu-
reau case histories and from listeners, who
are encouraged to report violations known
to them.
Page 24 • December 23, 1957
Broadcasting
the key station in
MICHIGAN'S*
MIGHTY MIDDLE
MARKET
with a 24 hour schedule and
5000
LIVELY WATTS
has over twice the number of
listeners than all other stations
combined in
(March-April, 1957 — C. E. Hooper, Inc.)
A
LANSING
contact Venard,
Rintoul & McConnell, Inc.
* 17 Central Mich-
igan counties with
$1,696,356,000
spendable income.
OUR RESPECTS
to Benjamin Harris Wells
T> ADIO-TV are "essential" to the full marketing concept of "total selling" at
J-*- the Seven-Up Co., St. Louis, simply because they "reach the buying public as no
other media can," according to Ben Wells, vice president and director of sales and
advertising.
"Total selling is a way of putting the marketing concept to work," he explains.
To dramatize this theory Mr. Wells travels over 75,000 miles each year, equipped
with such props as Indian headdress and totem pole, for upward of 100 speaking
engagements. "Total selling is jet-propulsion," he adds, with everybody, including
the field salesman, urged to get into the marketing act.
Development of this modus operandi at Seven-Up owes a good deal of its sparkle
to the personal effervescence of Ben H. Wells, who is responsible for supervising the
firm's present $5.5 million advertising program. Nearly half of the regular expendi-
tures go into network and spot tv, plus another $300,000 for the current November-
December "Seven-Up Airlift" campaign on network radio and television. A $6
million budget is under study for 1958.
In his presentation ("How to Gear Advertising to Total Marketing"), Mr. Wells
removes "sacred effigies" (name plaques for the research, sales, advertising, sales
promotion managers) from the totem pole and arranges them in a crescent on a
table ("quite different from having the idea hatched at the top of the totem pole
and passed, full-blown and immutable, to lower heads"). Then he substitutes cards,
replacing the totem pole concept with "total selling" ("Plan It Together, Get
Everybody in the Act, Help Everybody Sell").
Mr. Wells abandoned a promising teaching career when he joined Seven-Up 19
years ago. Born Benjamin Harris Wells in Saginaw, Mich. (June 11, 1906), the
son of a dentist, he sold advertising space, magazines, automobile accessories and
men's wear house-to-house and retail in his undergraduate days at the U. of Indiana
(1922-25). He also edited the college yearbook and wrote a daily student news-
paper advice-to-the-lovelorn column. He majored in English at the U. of Michigan,
also taking a year of law, and received an A.B. in 1929 and masters' degree in 1931.
Mr. Wells taught English at John Burroughs School, St. Louis County, from
1929 to 1931, served as a teacher at the U. of Michigan's School of Education for
two years and resumed at John Burroughs in 1933. He gave up teaching to join
Seven-Up in 1938, traveling as sales contact representative for franchised bottlers
and writing advertising copy under the late C. L. Grigg, president-founder. Suc-
cessively he became sales promotion manager, sales manager, vice president for
sales and advertising and finally (in 1951) vice president and director of sales and
advertising. During this span, Mr. Wells helped build Seven-Up's field sales organiza-
tion through his sales promotion efforts. Today, there are 7,500 Seven-Up "sales mak-
ers" in 500 franchised bottling operations, also active locally in broadcast media.
A leading soft-drink manufacturer, Seven-Up's reliance on broadcast media can
be gleaned from its properties : alternate weeks of ABC-TV's Zorro; participations
on CBS Radio's Amos 'n' Andy and NBC's Pepper Youngs Family, Woman in My
House and One Man's Family, plus spots on ABC-TV's American Bandstand and
Sugarfoot and NBC-TV's Tonight and Wagon Train. (Local bottlers buy radio spots
in individual markets.) Out of Seven-Up's regular 1957 $5.5 million budget, an
estimated $2.5 million was in tv, primarily spot {Zorro is relatively new property).
For several seasons Seven-Up enjoyed substantial success with the syndicated
Soldiers of Fortune package on a spot basis, but started dropping its 140 markets
last summer when it found the opportunity to get into network television for the
first time (with Zorro). Mr. Wells makes plain this was no reflection on spot tv
and that Soldier did a good job for the company.
Mr. Wells, who bowed out as a director of the Assn. of National Advertisers at
its recent convention [Lead Story, Nov. 4], feels the "Frey Report" on agency
services and compensation methods will have "profound implications and value
for use by advertisers and agencies in improving their working relationships."
Aside from the ANA, he also is past regional director and education chairman
of National Sales Executives, former member of the Adv. Club of St. Louis'
board of governors, past board member of the Sales Executives Assn. of St. Louis
and is active in Community Chest and other civic and education activities. He
belongs to the Phi Beta Kappa and Sigma Chi fraternities.
Mr. Wells married the former Katherine Gladney (June 17, 1938) and they
have two children, Katherine Graves, 17, and Ben Gladney, 14. Mr. Wells lists
figure skating, deep breathing, shallow diving, and downhill skiing as his hobbies.
WILS
neivs
Page 26 • December 23, 1957
Broadcasting
OflA
FROM THE SANTA WHO
Delivers
The Provteferice Market
WJAR-TV
CHANNEL 10, PROVIDENCE, R.I.
Represented by Edward Petry & Company, Inc.
Broadcasting
December 23, 1957 • Page 27
RCA ANNOUNCES A
FOR COLOR
AND MONOCHROME
Combines the Picture Quality of Live Presentations
with the Storage and Rerun Benefits of Film
Immediate Playback
No processing involved. Rerun immediately. Use
as often as desired. Store program material for
use at any time.
Sound Monitoring and Dubbing
Sound monitor head provides simultaneous play-
back during recording. Separate sound erase head
permits dubbing and re-recording without disturb-
ing picture information.
Operating Convenience
Special operative instructions can be recorded
along with picture information, thanks to inde-
pendent cue channel. A tape footage indicator
provides precise cueing reference. Both local and
remote controls are included.
Built-in Erase Head
Built-in head completely erases tape prior to
recording. It is de-energized in playback.
Air Lubricated Tape Guides
New design tape guides precisely control the tape
path. Air lubricated and virtually frictionless, they
permit control of lateral positioning without dis-
tortion of tape edge.
Handles Color and Monochrome
Records and reproduces all standard video signals,
color or monochrome, with equal facility . . .
Available also for monochrome only. The ability
of the RCA Video Tape Recorder to handle both
color and monochrome program material with
excellent results makes it a useful facility for
television stations.
Tmk(s) ®
Orders are being accepted now. You can get the whole story from
your RCA Representative. Or write for descriptive literature.
In Canada: RCA VICTOR Company Limited, Montreal
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT
CAMDEN, N. J.
VIDEO TAPE RECORDER
PROGRAM AUDIO
Close-up of RCA Video Tape
Recorder as viewed by Thomas
E. Howard, Vice-President,
WBTV and E. C. Tracy, Mana-
ger, RCA Broadcast and Tele-
vision Equipment.
SOUND AND PICTURE TRACKS
ON VIDEO TAPE
This is a magnified view
(2%X) of a small piece of
recorded 2-inch video tape.
It has been treated to make
the recorded tracks visible.
Picture information is recorded
in transverse lines. Program
sound is recorded longitudi-
nally along the left edge.
Servo control and cue infor-
mation are recorded longi-
tudinally along the right edge.
VIDEO TRACKS
A
CONTROL AND CUE TRACKS
AMONG THE STARS IN WASHINGTON!
During the prime ' 'A A' ' nighttime hours, when the
stars shine brightest, WRC-TV averages a 43% great-
er share of audience* than any other station in the
Capital! And if you call pronto, WRC-TV will arrange
ten-, twenty-, or the new thirty-second spots in this
prime evening time adjacent to the greatest stars
and shows in television.
If you figure lovely ladies attract the customers,
set your sights on availabilities flanking programs
* ARB — Washington, D, C, Metropolitan Area Report — October 1957.
such as "The Dinah Shore Show" and "The Gisele
MacKenzie Show. " Or go Western with a fast-action
show like "The Restless Gun." Or use comedy to
gladden the hearts of your stubbornest prospects.
Pick your spot before or after shows like "The
George Gobel Show, ' ' ' 'Groucho Marx- You Bet Your
Life' ' and ' 'The Life of Riley. ' ' A choice few of these
spots among the stars are available noiv. Call WRC-
TV or your nearest NBC Spot Sales representative.
30 • December 23, 1957
Broadcasting
BROADCASTING
THE BUSINESS WEEKLY OF TELEVISION AND RADIO
Vol. 53, No. 26 DECEMBER 23, 1957
FOUR -YEAR TV RENEWAL FOR ASCAP?
• But proposals still must clear ASCAP board and broadcasters
® Broadcasters want, but can't get, protection from lawsuits
The ticklish job of negotiating new
ASCAP music performance licenses for tele-
vision appeared late last week to be getting
closer to the end.
ASCAP, the three tv networks and a
majority of the 15-man committee negoti-
ating for local contracts were all reported
in tentative agreement on renewal of the
current contracts for four years. Plans were
afoot in the local-contract committee to
poll — possibly today (Monday), by letter —
the approximately 250 stations underwriting
the committee's work.
ASCAP representatives were said to have
started the wheels turning by indicating,
after months of intermittent sessions with the
broadcast groups, that they were willing to
relay to the ASCAP board of directors a
proposal that current licenses be extended.
But the ASCAP committeemen also stipu-
lated, it was understood, that they would go
along with such a deal only if the networks
and at least 85% of the stations accepted
it.
Current tv licenses expire Dec. 31. Pro-
viding for blanket use of ASCAP music,
they call for stations to pay 2.05% of time
sales involving ASCAP music, plus a sus-
taining fee equal to the stations' highest
quarter-hour card rate per month. Net-
works pay 2.5% of time sales and their
sustaining fee is 110% of the highest half-
hour rate per month.
The broadcasters' local contract commit-
tee, headed by Irving Rosenhaus of WATV
(TV) Newark, N. J., and network authori-
ties have been negotiating separately with
ASCAP. All three networks were reported
to be inclined to go along with extension of
present network contracts, while the latest
known vote among local-contract commit-
teemen was said to favor extension of the
local contracts by 12 to 2, one member not
voting. The 15th vote subsequently came in
but its nature was not learned immediately.
There were indications late Thursday that
some switches might yet occur, however.
Chairman Rosenhaus and former Judge
Simon H. Rifkind, counsel to the committee,
talked with committeemen by conference
call last Wednesday. First vote was 8 in
favor of extending current contracts, 4 op-
posed and 2 "passing." Later it became 9
to 5 and when the non-voting member's
choice came in, the count stood 10 to 5.
Later the "ayes" raised to 12 and the "nays"
dropped to 2.
Chief opposition to the plan throughout
most of the discussion of the past few days,
it was understood, was directed not so much
at the terms involved but at the lack of any
sort of guarantee on ASCAP's part that the
broadcasters would not be subjected to
further lawsuits by ASCAP songwriters.
Actually, since one can hardly "guaran-
tee" against lawsuits in any field, what the
committee wanted was a statement by
ASCAP that it was entering into the con-
tract legally and without pressure, so that
pressure and antitrust violations might not
be alleged in future suits.
Broadcasters have in mind especially the
suit filed more than four years ago — and
still pending — in which a group of song-
writers, all of them ASCAP members, are
seeking to divorce Broadcast Music Inc.
from its broadcast ownership, dissolve
NARTB and collect $150 million in
damages.
It is the view of some opponents that
since a voluntary agreement presumably will
not give such protection, the better course is
to let the courts fix the fees — a procedure
available under a 1950 agreement to the con-
sent decree ASCAP signed in the early
1940's.
At one point in the negotiations, it was
understood, there were proposals for a long-
term new contract of, say, 10 years. But the
consent decree limits contracts to five years,
and four years was finally decided upon.
A voluntary agreement between broad-
casters and ASCAP, merely extending the
present agreements, would not have to be
submitted for court approval. But some com-
mitteemen feel any deal should be sub-
mitted to the courts anyway, as a legal deter-
rent to further songwriter suits.
Among those favoring extension of pres-
NEGOTIATORS FOR THE INDUSTRY
Irving Rosenhaus
WATV (TV) Newark
Charles Britt
WL0S-TV Asheville
Roger W. Clipp
WFIL-TV Philadelphia
Sam Cook Digges
WCBS-TV New York
F. E. Fitzsimonds
. Dak. Broadcasting
Elisha Goldfarb
RK0 Teleradio
Nathan Lord
WAVE-TV Louisville
Dwight Martin
WAFB-TV Baton Rouge
John McCoy
Storer Broadcasting
Clair McCollough
WGAL-TV Lancaster
John T. Murphy
Crosley Broadcasting
WSVA-TV Harrisonburg WKJG-TV Fort Wayne WRCV-TV
ABC-TV's Omar Elder, also on the committee, was not available for Broadcasting's photographer.
Broadcasting
December 23, 1957 • Page 31
ASCAP TV PACT continued
ent terms there was a fear that going to court
would be a calculated risk, because the
courts conceivably might be swayed by
ASCAP to increase the fees.
One argument of this group is that some
85% of the music on network tv at night
is licensed by ASCAP, although payment to
ASCAP is only 2-to-l over payment to BMI,
and accordingly a court might be persuaded
to increase ASCAP's ratio.
On the other hand there was some feeling
that in view of the preponderance of ASCAP
ADVERTISERS & AGENCIES
music on the networks, BMI rates might be
felt to be too high. BMI contracts expire
March 11, 1959, and some sources fear
a movement might develop to reduce BMI
rates and that the result might be a reduc-
tion in income endangering BMFs relations
with writers and indeed its very existence.
CBS explained the contract renewal pro-
posal to its affiliates in a closed circuit last
Tuesday.
The ASCAP contract with radio net-
works and station expires Dec. 31, 1958. It
offers the choice of a blanket contract based
on 2.25% of station receipts (minus com-
mission) or a per piece arrangement. An all-
industry radio committee to negotiate with
ASCAP is to be* proposed at the NARTB an-
nual convention in Los Angeles April 27-
May 1, following the pattern of tv negotia-
tions at the 1957 convention. NARTB Ra-
dio Vice President John F. Meagher will re-
port to the NARTB Radio Board when it
meets in Phoenix Jan. 23 and will describe
ASCAP developments.
ARB SET TO BRING IN INSTANT RATINGS
Arbitron's target dates: 7 cities in January, all U.S. within year
Instantaneous ratings, electronically flash-
ing tune-in data on network programs, will
be operating in seven cities by the end of
January 1958 and across the country before
Jan. 1, 1959.
With those disclosures, American Re-
search Bureau last week unveiled its "Arbi-
tron" [Advertisers & Agencies, Dec. 9]
before an advertiser, agency and network au-
dience in New York. According to ARB
Director James W. Seiler, service in New
York itself will start Jan. 1. He added that
the achievement of nationwide operation
probably will come "well before" the end
of 1958.
The Arbitron system is based on devices
placed in sets in sample homes. These are
linked by telephone line to a central office
and provide reports at 90-second intervals as
to what channels they are tuned to, or
whether they are off. In the central office
these reports are computed by electronic
machines and are recorded both on paper
and (in lights) on a large display board which
shows how a station's tune-in changes min-
ute by minute. A client sitting in the board
room can watch his program and at the same
time see how each part of it fares in terms
of ratings.
Mr. Seiler said tentative rates for station
subscribers in New York range from $850
to $2,700 per month for complete daily re-
ports, the charge depending primarily on the
station's rate card. He said ARB's current
agency clients would get the Arbitron re-
ports as part of their regular service for a
month or so and then would be offered Ar-
bitron on their choice of a weekly or month-
ly basis. He estimated that the seven-city
service would cost networks around $6,000
a month.
He acknowledged that the New York
charge for stations is higher than that of any
other rating service but pointed out that no
service is providing ratings at 90-second in-
tervals every day of the month. One New
York station, he noted, charges $2,300 — al-
most as much as the highest monthly fee for
Arbitron — for a single spot announcement.
He expressed hope that the eventual national
service could be priced equal to or less than
the recently raised charges for the A. C.
Nielsen Co. tv service.
The markets currently being equipped for
the seven-city service are New York, Chi-
cago, Philadelphia, Detroit, Cleveland, Balti-
more and Washington. From these, reports
will be fed into New York for "instant rat-
ings" on competing network programs. Mr.
Seiler said that in selecting them ARB took
the list of 23 cities where all three networks
compete and from this list chose the seven
where ratings conformed most nearly to the
ratings from the full 23-city group. The
correlation between ratings in the seven
cities and those for the entire group was
99%, he said, adding that the ratings for
the seven would be representative of those
for all 23.
Local service also will be started in about
six weeks in Chicago and Los Angeles, he
reported.
Many Want Their Own
The ARB chief said he has received offers
from a number of prospective clients but
that he does not want to accept firm orders
until the New York service is actually in
full operation. He also reported that agen-
cies, advertisers and networks have ex-
pressed interest in having Arbitron boards
installed in their own offices and that ARB
expects to go into this field, probably on a
rental basis. The boards, which cost around
$5,000, can be fed by the same equipment
that operates the board at ARB headquar-
ters.
ARB will have devices — called Trans-
ponders— in 300 homes in the New York
area. Mr. Seiler acknowledged that this is by
no means the first system involving wired
homes, but pointed out that where the others
were wired directly to the central office, Ar-
bitron brings all 300 in on only 12 lines. The
line cost for 300 homes, he said, comes to
about $3,900 a month, as against $35,000 to
$40,000 a month if each home were wired
directly to the ARB center.
The 300 homes were chosen by the most
accurate statistical method possible, Mr.
Seiler asserted. He estimated that a rating
of 10 would come within 1% of the actual
tune-in for the entire New York area.
He said the seven-city service would have
slightly more than 600 wired homes and
that ARB is "shooting for" 1,200 homes for
the national sample and hopes to increase
that figure. The sample for the national
service already has been drawn, he reported.
Mr. Seiler made clear that ARB has no
outside financing on the project. He esti-
mated that the investment in Arbitron in
New York, Los Angeles, Chicage and the
seven-city service would come to about
$750,000.
The equipment was designed and manu-
factured for ARB by Taller & Cooper Div.,
American Electronics. Board Chairman P.
W. Zonne of American Electronics and
Engineering Vice President Michael Platz-
man of Taller & Cooper were on hand at
the unveiling for newsmen, held Wednesday.
The demonstration was conducted with
only about a dozen homes reporting, but
officials explained that the number of homes
would grow rapidly as the telephone com-
pany's balancing of lines proceeded. Ap-
proximately 200 homes already have been
hooked up, they reported.
The Transponders in the home sets are
triggered every 90 seconds by a tone trans-
mitted from the operations center. In an-
swer, each sends back another tone which
tells whether or not the set is on and, if on,
the channel to which it is tuned. Each Tran-
sponder uses a different tone, so that it is
possible to spot quickly the source of trouble
if any develops.
The signals come via the 12 telephone
lines to a unit which identifies and counts
them. Then they feed to another unit which
totals them and passes them into a machine
which prints the findings on a continuous
roll of paper. This shows the number of
homes tuned to each of the seven New
York channels, the number tuned to stations
outside New York, and, as a check on op-
erations, the number of homes reporting. It
also shows the time of each rating.
Every 15 minutes the Arbitron staff will
transfer the printed ratings to daily rating
sheets which list the program and rating
for every telecast on every station, day and
night. These reports will be sent to clients
by messenger the following morning. Month-
ly rating reports also will be issued; they
will summarize the individual ratings, giv-
ing the average for the month and showing
Page 32 • December 23, 1957
Broadcasting
ARBITRON BOARD shows ratings as they
happen. Each light bulb represents two
sample homes. In demonstration at left,
25 bulbs (50 homes) are lit for each station.
Total sample is 300. Hence rating for each
station is 16.66 (percentage of total sample
homes tuned to each).
share of audience for each program. Clients
wanting immediate ratings can get them by
telephone after the show, or can watch
them personally on the Arbitron auto-board.
Mr. Seiler said development of Arbitron
certainly does not mean ARB will de-empha-
size the use of diaries in getting ratings. In
markets where ratings are needed fast and
often, he said, the Arbitron is the most
practical solution. But in markets where
this need is not urgent, he added, ARB
will continue to use the diary method.
"In a sense," he said, "ARB was just the
catalyst in [Arbitron's] development. With
tv costs going higher, advertisers and sta-
tions alike have been demanding some form
of research for major markets that would
give them a quicker reflection of viewer re-
action to their programs. Arbitron is the
answer — the ultimate in fast and accurate
research reporting."
In answer to a question, Mr. Seiler said
Arbitron could be adapted to radio but
that the job would be "tough and expensive."
He said ARB is "working on that now," but
doesn't yet know whether a radio version
would be practical economically.
ARBITRON PRINTER records exact ratings
every 90 seconds, is device which research-
ers will use more than Arbitron board.
Board shows ratings instantaneously, but
can err by several tenths of one rating point
because each light bulb is two homes in-
stead of one, is lit when one home times
program, hence can slightly inflate rating.
Broadcasting
December 23, 1957 • Page 33
ADVERTISERS & AGENCIES
CONTINUED
KUDNER LOSES BUICK, $23 MILLION
• Agency reshuffle, retirement plans of President Ellis follow
• History's biggest account loss ends 22-year association
In what is believed to be the largest
account loss in history, the Buick Division
of General Motors Corp., Flint, Mich., last
week announced the termination of its 22-
year association with Kudner Adv., New
York, touching off a chain of events that
included the projected retirement of J. H. S.
Ellis, Kudner president, and a realignment
of the executive staff of the agency.
The account bills an estimated $23 mil-
lion, representing about one-third of Kud-
ner's overall business. Although reports cir-
culated that Buick's defection could deal a
death blow to Kudner, which has lost other
substantial accounts
in recent years, a
spokesman for the
agency said unoffi-
cially that its person-
nel "is not com-
pletely dispirited"
and expressed con-
fidence that the
agency would
"bounce back, as we
have done in the
past."
In its announce- MR- ELL1S
ment, Buick made no mention of a successor
to Kudner but noted the company has "sev-
eral agencies in mind." The development
precipitated a current of speculation and
rumor as to the reasons for Buick's dis-
enchantment with Kudner after 22 years
and about the agencies said to have the
inside track as possible successors (see fac-
ing page).
Buick's decision, announced Monday by
E. T. Ragsdale, general manager of the
division and a General Motors vice presi-
dent, was followed on Tuesday by news
of Kudner's reorganization plans and on
Wednesday by Mr. Ellis' announcement that
he plans to sell out and retire. Although the
announcements from Kudner did not tie the
developments there with the loss of the
Buick account, there is little doubt that the
reorganization plans within the agency are
traceable to the decision of the automobile
manufacturer.
Mr. Ragsdale's brief announcement said
the move is being made with "extreme
regret," and added: "Kudner has handled
the Buick account for 22 years in a manner
that has brought credit both to the agency
and ourselves. But I feel it is now in the
best interest of both parties that Buick seek
advertising elsewhere."
No definite termination date with Kudner
has been set. An agency spokesman said this
means Kudner will continue to receive bill-
ing on the account for the remainder of the
1958 auto model year, running to October.
Though no reason was given for the
move, it is known that one source of irrita-
tion to Buick has been that it lost third
place in auto sales in 1957 to Plymouth
(Ford and Chevrolet are rated No. 1 and
2). Friction also arose between Buick and
Kudner last August when, during the tele-
cast of the heavyweight championship bout
between Floyd Patterson and Tommy (Hur-
ricane) Jackson, an announcer injected a
commercial for Buick the instant the bout
was stopped and before Floyd Patterson was
declared the winner.
At that time, Mr. Ragsdale apologized to
the public for "the inept handling and bad
timing of the commercial." Although Kud-
ner blamed NBC-TV for the intrusion and
the network, in turn, blamed the agency,
Buick reportedly felt that Kudner had to
bear responsibility for the fluff.
Mr. Ellis would not comment on the loss
of the Buick account. Other officials of the
agency would not comment directly on the
development. One spokesman said that "no
one likes to lose an account, especially one
like Buick, but we all feel that now we must
work harder than ever to land new busi-
ness."
Advertising industry leaders could not re-
call a larger account that has been dropped.
The loss overshadows by far those of
D'Arcy Adv., which lost approximately $15
million in annual billings in the transfer of
the Coca-Cola Bottling Co. account to Mc-
Cann-Erickson two years ago, and of Foote,
Cone & Belding which surrendered the esti-
mated $10 million American Tobacco Co.
(Lucky Strike) account to BBDO in 1948.
The deflection of Buick comes on top of
the loss by Kudner of the substantial Texaco
account early in 1957 to Cunningham &
Walsh (estimated billing: $5 million). But
a Kudner spokesman said part of this loss
was recouped during 1957 through the
agency's acquisition of the General Tele-
phone Corp. account (estimated billing: $2
million) and the Clipper Cargo Div., Pan
American World Airways (estimated bill-
ing: $750,000). There was no indication
that Kudner would lose other General
Motors accounts. It handles the advertising
for the Frigidaire Div., the GMC Truck &
Coach Div. and the institutional advertis-
ing for the parent company, General Motors
Corp. Its other larger accounts are National
Distillers Corp. and Goodyear Tire & Rub-
ber Co. An agency spokesman said the
Buick loss is not likely to affect any of the
other GM business since, he said, the
various GM divisions operate autonomously,
with separate advertising departments.
During the past year, Buick sponsored the
Patrice Munsel Show on ABC-TV and Wells
Fargo on NBC-TV, both on alternate weeks,
and spent a limited budget in spot radio.
Despite the loss of Buick, there are no
immediate signs that Kudner is thinking in
terms of a substantial reduction of its staff,
according to a spokesman. He pointed out
the account "is going to be in the shop until
the fall."
Earlier this year, another automotive ac-
count, Studebaker-Packard, shifted its ap-
proximate $8 million business from Benton
Page 34
December 23, 1957
& Bowles, New York, to Burke, Dowling,
Adams, New York.
The day after Buick's decision, Mr. Ellis
announced a realignment of Kudner's execu-
tive staff and on Wednesday revealed his
own plans to retire and sell his interest in
the agency. Mr. Ellis, 64, reported he plans
to complete the sale next month under an
agreement restricting his sales negotiations
to other executives of the agency. Mr. Ellis
stressed, however, that he has not decided
when he will retire and indicated his de-
parture from the agency is not imminent.
He added that he plans to reinvest the pro-
ceeds from the sale in timber land he owns
in Virginia, where he will make his home
when he leaves the agency.
As part of the realignment move, Mr.
Ellis announced the resignation of Myron P.
Kirk, senior vice president and director of
radio and television. Mr. Kirk said his resig-
nation "had nothing to do with the Buick
loss," adding that he had offered to resign
a year ago, at which time he sold his 10%
interest in the company. At that time, Mr.
Kirk continued, his resignation was not ac-
cepted. It was understood Mr. Kirk's reasons
for wanting to leave Kudner were connected
with his growing interest for the past several
years in the Broadway theatrical field, to
which he wants to devote more time.
Top-level changes announced by Mr. Ellis
cover the election of Paul E. Newman, gen-
eral director of the art department and
senior vice president, and C. M. Rohra-
baugh, vice president, secretary and director
of account management, as executive vice
presidents, and of Donald Gibbs, a board
member, as a vice president. Mr. Gibbs was
named to handle temporarily the duties re-
linquished by Mr. Kirk.
Mr. Newman and J. W. Millard, vice
president and account manager, were elected
to the executive committee, of which Mr.
Rohrabaugh becomes chairman. Other mem-
bers of the executive committee, which as-
sumes all managerial responsibility for the
agency, are Mr. Ellis, Charles R. Hook Jr.,
Vincent F. Aiello and William J. Griffin Jr.
Client, Agency Growth
Causes Breakups — Bolte
What causes breakups in long-term
agency-client relationships?
It's the unparalleled and unprecedented
growth of companies and coincidentally of
the agencies, accord-
ing to Benton &
Bowles Executive
Vice President
Brown Bolte.
Mr. Bolte spoke
Tuesday before the
Radio & Television
Executives Society's
timebuying and sel-
ling seminar in New
York. His opinion
on advertiser-agency
severances came
after his formal speech (subject: "Why
Clients May Seem Peculiar") and during a
question-answer session.
The speaker pointed out that today the
Broadcasting
MR. BOLTE
$23 MILLION QUESTION: WHO GETS BUICK?
The $20-million-plus question along
Madison Avenue last week was: "Who
is going to land the Buick account?"
Almost immediately after Buick an-
nounced the end of its 22-year associa-
tion with Kudner Adv., New York (story,
opposite page), numerous rumors began
to crop up. The only official word from
Buick was that the company has "sev-
eral agencies in mind."
Those mentioned most frequently as
heir to the lucrative account, whose
billing is placed unofficially at $23 mil-
lion, are Leo Burnett Co., Ted Bates &
Co., Benton & Bowles and Compton
Adv. Spokesmen for these agencies de-
clined to discuss any presentations they
may have made for the account, but
there are advance reasons why some
of these agencies could be in the run-
ning.
It is known Burnett is interested in
acquiring an automotive account and the
agency in recent months has been ad-
vertising heavily in Detroit newspapers,
citing its services and facilities. Compton
figures in the speculation because E. J.
Owens, a vice president, was associated
with Kudner for 22 years until last sum-
mer and was active many of those years
on the Buick account. Benton & Bowles,
which had considerable automotive ex-
perience with the Studebaker-Packard
account until S-P shifted last spring to
Burke Dowling Adams, also is known to
be eager to land a strong automotive
account.
Indications are that Buick will not
make an immediate announcement since
Kudner will handle the account until
next fall and the new agency will have
had an opportunity to study the account.
IT'S INSTINCT, BURNETT TELLS DETROIT
How does an agency pitch for an auto
account?
Chicago's Leo Burnett Co. has been
doing it with full-page advertisements in
Detroit newspapers. The theme of one
current series is "The Vanishing Ameri-
can," which asks what has happened to
the man from Missouri. Burnett says
auto customers put their heads under the
hood less and less and ask fewer questions,
noting, "People are putting their trust in
their buying instincts rather than in their
cerebral sagacity."
The Burnett copy flows on to column
three and the clincher in successive
clipped paragraphs:
"Advertising is the reason.
"Advertising of a certain, peculiar,
particular, modern kind. Advertising that
does not outwardly try to convince or.
persuade or argue or compete.
"It is the kind of advertising that is
making selling history today in other
fields.
"It has yet to make its impact felt upon
the automotive world.
"It is thoroughly understood by only
a few. And only a handful can make it
work.
"They are men who know this simple
fact about today's new-car buyer:
"It's not so much what he thinks as
how he feels.
"P. S. One of these days some manu-
facturer is going to unleash the power
of this new, modern selling force for an
automobile. We would like to help him."
agency is engaged in more than advertising
work for the client and is expected to per-
form a "counseling service" to the client's
marketing effort. Thus, demands and con-
ditions have changed.
Nevertheless, he declared, actually not
too many of the top national advertisers are
"unhappy" nor considering a change of
agency. He said that B&B, in looking into
these situations, finds that most advertisers
find it "better to resolve" problems with
their own agencies than to go through the
"agony of an agency change."
Mr. Bolte observed that many agency
shifts are caused by industry diversification.
Thus, new products offered by the client
sometimes create a competitive situation or
conflict with those products already being
handled by the agency.
Mr. Bolte answered a query on who at
B&B makes the decision "on what media
will be used," stating flatly that the "recom-
mendation always is developed by the media
department," though he outlined the various
steps through which the recommendation
must go within the agency before it is final-
ly approved by the plans group. B&B, he
also stated, expects its media people to be
"creative and objective."
In his formal talk, Mr. Bolte explained
at length the changes in operating procedures
within a company which modify a firm's
advertising objective. His advice:
To timebuyers — Help both clients and
media representatives by obtaining all in-
formation "that will have any significant
effect upon the client's advertising strategy."
Sources, he said, are account executives
within the agency and agency management.
Give media representatives who call every
bit of information that does not violate a
client's confidence but can help the repre-
sentatives prepare "the most effective pro-
gram or schedule available to achieve the
client's objectives." If you don't have this
authority, he counseled, then arrange an
entree for the representative with an execu-
tive at the agency who does.
He said, "I look upon our timebuyers as
the door through which all pertinent infor-
mation is passed to media, so that media
may work most effectively — and through
which all pertinent information passes from
media to agency management — so the agen-
cy can work most effectively for its clients.
If this flow ... is stopped in either direction,
I believe the function of the timebuyer is
impeded and the effectiveness of the agency
is impaired."
To media representatives — just the re-
verse. Before submitting recommendations,
get all the information you can from the
timebuyer or whomever he has designated.
A representative trying to sell his medium
without such information "is flying blind."
Cigarette Patterns
Changing, Says Gruber
Cigarette advertisers, most of whom spend
close to two-thirds of their annual ad budgets
in combined broadcast media, are in the
throes of "a long-term revolution ... in-
volving not only marketing patterns but the
very products themselves," a leading ciga-
rette manufacturer declared last week.
Lewis Gruber, president of P. Lorillard
Co. (Kent, Old Gold, Newport and other
tobacco products), in a year-end report,
predicts "another record year" for 1958 in
which the filter and
mentholated ciga-
rette market will
continue to flourish
at a stepped-up rate.
Basing his estimates
on statistics provided
by the U. S. Dept.
of Commerce and
the reports of pri-
vate tobacco con-
sultant Harry M.
Wootten, Mr.
Gruber noted that
retail cigarette sales for 1957 are expected
to top the record-high of $5 billion.
Among the changes wrought by the "rev-
olution" cited by Mr. Gruber: (1) continu-
ing sales decline of non-filter regular size
cigarettes which in 1938 represented more
than 98% of all cigarette sales and now ac-
count for only 37%; (2) decline of non-
filter king size brands from 1954's 30% in
terms of sales to less than 20% today; (3)
rise in sales of filter brands from less than
1% in 1951 to about 40% six years later;
(4) growth of the metholated cigarettes from
less than 4% (1955) to an estimated 7%;
(5) increase in the number of cigarette
brands packaged in hard-pack-flip-top-boxes :
only 5% of all brands used this package in
1956; some 13 brands representing 15% of
all cigarettes made now feature this new
package.
According to Mr. Gruber, whose com-
pany sponsors a number of tv network pro-
grams (CBS-TV's $64,000 Challenge, NBC-
TV's Court of Last Resort, CBS-TV's As-
signment Foreign Legion — the last to be re-
placed early in January by Richard Dia-
mond, Private Detective) and which caused
considerable talk in agency circles this year
because of Kent's almost fantastic success
[Advertisers & Agencies, Sept, 2], 1957
may well go down in tobacco history as the
year in which "the industry met its greatest
setbacks, yet scored its most significant
gains."
MR. GRUBER
Broadcasting
December 23, 1957 • Page 35
ADVERTISERS t AGENCIES continued
BROWER SUCCEEDS DUFFY AT BBDO
Charles H. Brower, executive vice presi-
dent and general manager, has been elected
president of BBDO, New York, succeeding
Bernard C. (Ben) Duffy, who becomes vice
chairman of the board and vice chairman
of the executive committee, Board Chairman
Bruce Barton announced last week.
Mr. Duffy, as vice chairman of the board,
succeeds Alex F. Osborn, a founder of the
agency, who remains a director and execu-
tive committee member. Mr. Duffy, who a
year ago suffered a cerebral hemorrhage
that has left him with a partial paralysis,
continues as a major in-
fluence in client rela-
tions and overall direc-
tion of BBDO accounts.
Mr. Brower, a copy-
writer and head of the
agency's creative serv-
ices, has been acting as
chief executive officer
since his election as
general manager last
April. He was elected
a vice president in 1940
and an executive vice
president in 1946.
Mr. Duffy, who joined the agency as a
copy boy in 1919, was elected president in
1946. Since then he has been largely re-
sponsible for the agency's growth in adver-
tising billing from $50.5 million in 1946
MR. BROWER
to a current total of more than $200 million.
During his tenure, Mr. Duffy's largest
client deal was in 1948 when he acquired
the $10 million American Tobacco Co.
(Lucky Strike) account.
Mr. Duffy became head of media in
1925; vice president and director of media,
market research and merchandising in 1934;
director in 1938; executive vice president
in 1943, and manager in 1945.
Mr. Brower was born in Asbury Park,
N. J., on Nov. 13, 1901. He grew up in
California, but returned east to attend
Rutgers U., graduating
in 1925 with a bachelor
of science in English.
After college he
taught at Bound Brook
high school in New Jer-
sey. He tried to get into
the agency field for two
years before he, was
able "to make the
grade." Meanwhile he
worked as an automo-
bile accident claim ad-
juster.
In 1928 he was hired
by William Benton as a copywriter at the
George Batten Co. just prior to that agency's
merger with Barton, Durstine & Osborn.
Mr. Brower is married and has three chil-
dren.
MR. DUFFY
Florida Citrus Budget Cut
Over $1 Million After Freeze
The Florida citrus industry's worst freeze
since 1934 has reduced the crop sharply and
has made it necessary to cut the Florida
Citrus Commission's advertising budget
more than $1 million, about a fourth of the
$4-million-plus program.
If damage turns out as great as now esti-
mated, the commission next week may trim
still more from the ad budget. Commission
funds come from a per-box tax on fruit
moving into commercial channels, so any
crop reduction calls for a parallel cut in
expenditures.
At a meeting last week, following the
freeze of Dec. 12-13, the commission can-
celed all possible magazine, newspaper and
Sunday supplement schedules, and cut deeply
into the television schedule. The first cuts
totaled more than $1.1 million, including
$350,000 in national magazines, $330,000
in newspapers and supplements, $346,000 in
tv and more than $85,000 in Canadian and
trade campaigns.
The promotional budget reduction was
based on guesses that some 30% of the re-
maining crop of fruit has been lost. It will
be two or three weeks before any accurate
estimates can be made. It is generally agreed
that the tangerine and Temple orange crops
were almost a total loss and mid-season and
Valencia oranges were hard hit, with grape-
fruit probably hurt less than any other
variety.
In its order to Benton & Bowles to cut
corners wherever possible, the commission
asked the agency to try to cancel its $80,000
commitment to sponsor the CBS-TV Garry
Moore Show during the Florida Citrus Ex-
position.
Rubel, Hanan Address LAA Meet
On Better Agency Profit Margins
Suggestions on ways an advertising agency
may improve its margin of profit were of-
fered at a meeting of the League of Adver-
tising Agencies in New York last week by
Ira Rubel, consultant to advertising agen-
cies, and Mack Hanan, marketing manage-
ment consultant.
Mr. Rubel said that in contrast to in-
dustrial firms whose margin of profit ranges
from 16% -20%, an advertising agency
"calls it a good year if its profit margin
averages 3%." Mr. Rubel claimed one
reason for the "low profit margin" is that
agencies "do not charge enough" for their
services. He recommended that they increase
their fees. He also suggested that agencies
keep detailed case histories of individual
campaigns to facilitate and lower the cost
of securing new business and planning and
outlining new campaigns.
Mr. Rubel suggested that agencies can use
the recent study made by Prof. Albert W.
Frey and Prof. Kenneth R. Davis to advan-
tage. Agencies can stress, he said, that the
report notes that the 15% commission is a
ratio of the media advertising costs and is
not necessarily a measure of the value of
agency service. If an agency musters suf-
ficient information on the amount of work
required for an effective advertising project
and presents the data clearly to a client, the
agency subsequently can "ask for and secure
adequate compensation for the work."
Mr. Hanan said agencies should exam-
ine their structures, paying attention to
both the creative and the non-creative col-
lateral services the organizations offer. He
recommended that many of the collateral
services could be offered by various agencies
on a pooled basis "to retain for yourselves
your creative points of difference and ob-
tain from others the non-creative supporting
services."
BALTIMORE ANSWERS
SUITS AGAINST TAX
• Asks denial of petitions
* Tax not illegal, city says
The City of Baltimore last week main-
tained its new advertising taxes were legally
enacted in accordance with the taxing pow-
ers of the city and that the ordinances do
not violate the free speech provisions of the
Constitution.
The administration, faced with 14 sep-
arate suits, requested the local circuit court
to deny the petitions for injunction to stay
the Jan. 1, 1958, effective date of the taxes.
In answering the circuit court's show
cause order, the city denied allegations
raised by the plaintiffs and contended:
1. The taxes do not arbitrarily and un-
reasonably select radio-tv, newspapers and
other media for special taxation.
2. Such media would not be subject to
unlawful authority of the mayor and city
council.
3. The ordinances do not impose discrimi-
natory burdens that would impede or curtail
gathering and dissemination of news.
4. Certain segments of business would
not be placed in unequal competitive posi-
tions.
The constitutional issues were answered
separately by the city which said:
1. The taxes do not deprive plaintiffs of
free speech in violation of the 14th Amend-
ment to the Constitution and the Maryland
Declaration of Rights.
2. The ordinances are not discriminatory
and arbitrary and do not deprive plaintiffs
of equal protection under federal or state
laws.
3. The taxes are not vague, indefinite and
without proper standards or guides.
4. Unlawful and undue burden has not
been placed on the flow of free commerce
among the states.
5. The taxation is not beyond the power
of the mayor and city council.
The city's answer was directed to suits
of A. S. Abell Co.'s WMAR-TV and Sun-
papers, Hearst's WBAL-AM-TV and News-
Post and Sunday American, WBMD,
WCAO, WCBM, WFBR, WITH-AM-FM
and WJZ-TV, plus the Jewish Times, the
Baltimore Guide, Guide Publications and
Page 36 • December 23, 1957
Broadcasting
IN MARYLAND
\
MOST PEOPLE WATCH WMAR-TV
• . . covering MOST
OF MARYLAND . . . and
then some
1 Week, Sunday thru Saturday;
Aggregate of Quarter-hours
7 A.M.-Midnight
Homes Viewing Channel 2 *
Daytime— before 6:00 P.M.
16,503,700 **
Night-time-6:00-12:00 P.M.
1 5,542,000 * *
Total, One Week
32,045,700 **
*Source: Per Broadcast Data, A. C. Nielsen Company, November
1957. Includes total area — "every kind of home— big
city, small town, farm, etc. . . . all sample homes are
contacted in person for sign-up and continued collabora-
tion."
Definition "Quarter-hour Homes"— Number of homes viewing
more than 5 minutes within each quarter-hour from 7:00 A.M.
to midnight, Sunday thru Saturday.
**Highest for any Baltimore TV station.
-RATINGS vs. TOTAL HOMES
"Ratings" are supplied for the Baltimore metropolitan area ONLY whereas "total homes"
means all homes beyond, as well as within, the metropolitan area.
Example:
7;00-7:15 P.M. Sunday
GOLDEN PLAYHOUSE-WMAR-TV
Station B
Station C
7:15-7=30 P.M. Sunday
GOLDEN PLAYHOUSE-
WMAR-TV
Station B
Station C
Metropolitan
Area Rating
16.3
16.4
13.7
16.6
16.0
14.7
NOTE: Station with so-called "quarter-hour first" (highest metropolitan rating) may
reach fewer homes than station with lower rating.
Total
Homes
99,300
95,300
87,900
98,400
94,900
97,200
In Maryland, most people watch
SUNPAPERS TELEVISION
Telephone Mulberry 5-5670 TELEVISION AFFILIATE OF THE COLUMBIA BROADCASTING SYSTEM
Represented by THf KATZ AGENCY, Inc., New York. Detroit, St Louis. San Froncisco, Chicago, Atlanta, Dallas, Los Anaeles
WMAR TV
BALTIMORE, MARYLAND
Broadcasting
channel <
December 23, 1957
Page 37
398,500 Home Radios ♦ . . 164,225 Car Radios
2 Popular Radio Stations at 1 Low Rate!
STATION
COVERAGE
^ hcuble $t> tflarket.
individual ftredS . . . DUf
the National or Regi
advertiser they become the
only 2-stat>on combination
to consider when plannin
y4&r radio advertising
reach Pennsylvania'* doubl
"I" market.
National Representative
The Headley-Reed Co
WAYNE
. iackauawwa
and lucerne Ce untie A
RATE
\al ct Regional
tUerA ...I
Page 38 • December 23, 1957
Broadcasting
ADVERTISERS & AGENCIES CONTINUED
group of 16 merchant-advertisers [At Dead-
line, Dec. 16, Nov. 25; Adv. & Agencies,
Dec. 9, 2],
The Advertising Federai-ion of America,
with its network of 124 advertising clubs,
currently is soliciting its membership for
contributions to a $50,000 "war chest" to
help the fight against the Baltimore taxes.
The taxes are a 4% levy on all gross sales
of time and space plus a 2% tax on the
gross income of media.
In addition, AFA has prepared a detailed
guide book, Community Action Plan, to
alert its membership and other interested
groups to the possible spread of "Balti-
moritis" to other cities and to advise what
procedures can be instituted to combat such
ordinances.
The harmful effects of advertising taxes
are discussed by Wilbur VanSant, president
of VanSant, Dugdale & Co., Baltimore
agency prominent in the anti-tax fight, in
Monday Memo (page 97).
Katz Takes Over Again,
Names Bennett, Shugert
Two key appointments to the executive
staff of Joseph Katz Co., New York-Balti-
more agency, were announced last week by
Joseph Katz, board chairman who has re-
KATZ BENNETT SHUGERT
sumed the presidential post vacated by John
T. McHugh [At Deadline, Dec. 9].
Harry W. Bennett Jr., executive vice
president-account supervisor-administrator
of Bryan Houston Inc., becomes senior vice
president of the Katz agency. In addition
he will be chief administrative officer of
the New York office.
Charles W. Shugert, vice president-
account supervisor of Benton & Bowles,
becomes vice president and director of mar-
keting of the Katz agency. Harry Kullen,
with the Katz agency 28 years, continues
as executive vice president.
Mr. Bennett was one of the founders of
the Houston agency and prior to that time
had been director of advertising and sales
promotion for Lever Bros, food division as
well as account supervisor at Compton Ad-
vertising for the Procter & Gamble account.
Mr. Shugert was with the marketing and
advertising departments of Shell Oil Co. 26
years.
Mr. McHugh joins Keyes, Madden &
Jones, New York, on Jan. 2 as executive
vice president-administration. He also will
be partner, director and member of the
plans board.
Among Katz Co. major accounts are
American Oil Co. (Amoco), heavy user of
network radio and tv, and Pan American
Petroleum Co., serviced through the com-
pany's New Orleans office.
RADIO EXPENDITURES
SPURT 14% IN 1957
• NARTB issues estimates
• Network gains impressive
Total radio advertising expenditures rose
14% in 1957 to an alltime high of about
$650 million, NARTB estimated Thursday.
This compares with the $571 million of
1956, which in turn was 5% above 1955.
Network radio "improved its position
strikingly in 1957," according to NARTB,
with 14 of the top 15 pre-television net-
work radio advertisers back in the medium.
An increase of 20% was estimated for net-
work radio in 1957.
NARTB noted that the four radio net-
works had 104 hours, 18 minutes of spon-
sored time in September 1957 compared to
89 hours, 17 minutes in the same month
of 1956, a gain of 16%. A trend toward
greater use of big name stars on live musical
programs and well-known personalities on
programs employing the interview technique
was observed along with a return to more
drama and mystery shows at night.
This network trend was credited with
adding impetus to the drive for more night-
time radio listeners. "Independent stations
have contributed to this effort with original
program ideas included remote pickups
which mirror the life of a city," according
to the association. It said these have been
incorporated into standard program for-
mulas which emphasize music, news and
sports.
During an average day 77 million people
listen to radio, the analysis showed.
President Harold E. Fellows said more
than 96% of homes have radios, or 48
million homes with at least one radio set.
Of these radio homes, 52% have more than
one workable set.
"The increase in set ownership over the
last decade is spectacular," Mr. Fellows
said, "climbing from 59 million to more
than 140 million sets, a gain of 137%. Of
this number, 95 million are in homes, 35
million in automobiles and over 10 million
in public places."
NARTB cited figures showing that radio
homes spend over two hours a day listening
to one or more home radios. The "tremen-
dous boom" in portables, sparked by devel-
opment of transistors, has made radio "a
companion out-of-doors."
Factory sales of radios totaled 14,332,641
sets in the first 49 weeks of 1957, according
to the analysis. Of these 5,156,004 were auto
receivers. The figures compare with 12,832,-
515 and 4,553,194 sets, respectively, in the
same 1956 period. Seventy percent of autos
and 83% of all new cars were described as
having radios, with 59 million adults using
their autos daily.
The roundup shows 3,100 am and over
500 fm stations on the air, with another
148 am and 30 fm under construction. Pend-
ing applications include 340 am and 37 fm
stations.
NC&K Starts New Client Service
Norman, Craig & Kummel, New York,
is establishing a corporate media planning
and analysis department to evaluate for its
clients both present and long range trends
in advertising value, it has announced. Don
Potter, director of broadcasting media, will
be promoted to head the new department
which will include both broadcast and print
media evaluation. Meanwhile, Gladys York,
timebuyer, has been appointed chief time-
buyer of the agency.
ACTIVITY
HOW PEOPLE SPEND THEIR TIME
There were 123,717,000 people in the U. S. over 12 years of age during the week
Dec. 8-14. This is how they spent their time:
70.5% (87,220,000) spent 1,933.4 million hours watching television
55.7% (68,910,000) spent 932.6 million hours listening to radio
81.1% (100,334,000) spent 398.0 million hours reading newspapers
30.6% (37,857,000) spent 176.7 million hours reading magazines
28.3% (35,012,000) spent 450. 7t million hours watching movies on tv
19.4% (23,982,000) spent 94.7 million hours attending movies *
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are ~
able within 2-7 days of the interviewing week.
t This figure marks an all-time high in the Sindlinger "watch movies on tv" c?'
SINDLINGER'S SET COUNT: As of Dec. 1, Sindlinger data shows: (1)
people over 12 years of age see tv (85.7% of the people in tha'
(2) 40,908,000 U. S. households with tv; (3) 44,959,000 tv sets i
Broadcasting
December
ADVERTISERS & AGENCIES CONTINUED
CASUAL TOUCH IN PONTIAC PITCH
Seeking to elicit "male empathy" from
its audience next Sunday, Pontiac Motor
Div., General Motors Corp., sponsoring
the pro football championship game on
NBC-TV, has come up with a series of
three game-time announcements which it
hopes will keep the boys at home glued
to the set.
The series of announcements — a two-
minute spot before kickoff, a one-minute
announcement at the end of the first
quarter and a two-minute plug at the
end of the first half — features "the men
in the street" of NBC-TV's Steve Allen
Show. According to MacManus, John &
Adams, Bloomfield Hills, Mich., and New
York, Pontiac's agency, this is the first
time that Louis Nye, Tom Poston and
Don Knotts have done a commerical
together.
The commercials spoof pride of owner-
ship. For example, "the nervous char-
acter" (Knotts) puts his hand on the
door handle of Nye's new rangoon-red
and patina-ivory Pontiac "Chieftain," and
Nye immediately stops him, wraps the
handle tenderly in a handkerchief, then
opens the door. Knotts is further man-
handled by neighbor Poston, also a
Pontiac owner, who literally yanks the
timid soul out of Nye's car and shoves
him into his new 1958 station wagon.
It also kids Detroit's "new look" in
that a fourth character, the neighbor's
motor-happy youngster — looking for the
gas cap on Mr. Nye's car — begins un-
screwing the twin tail lights, climbs un-
der the hood to "check out the tempest
395 engine . . . with tri-power carbu-
retion."
Kidding aside, the commercial scripts
are crammed full of hard-sell, containing
all the salient points of the 1958 Pontiac's
sales platform: size, price, gas economy,
protection, wheel base, etc.
But the transition from
commercial to program is
far from harsh. For ex-
ample, one commercial,
demonstrating a new Pon-
tiac feature — a car radio
that becomes a portable
when disconnected — closes
like this:
Biff: "See my radio!"
Sound: ". . . and in a
moment the kickoff of the
game of games, the pro
football championship
game!"
Jack: "Say, the game's
on tv. Let's go in and
watch."
Concept for the three
commercials was cre-
ated jointly by copy-
writers Jim Campbell and
Dick Maury and Ted Al-
legretti, tv-radio account
supervisor on Pontiac. Steve Bennett,
agency producer and film supervisor, was
in charge of turnir^out the three films.
It was understood tnat production costs
came to roughly $25,000.
Pontiac, originally committed to spon-
sor the entire game, already has managed
to sell the third quarter to William Esty
Co. for sponsorship by R. J. Reynolds
Tobacco Co. Last week, MJ&A was seek-
ing an advertiser to pick up the tab for
the fourth quarter.
PONTIAC thinks the best sales pitch on its behalf is by
a Pontiac owner. Here, proud Pontiac possessor Tom
Poston and "neighbor" Louis Nye (r) illustrate the ver-
satility of the 1958 station wagon, using nervous friend
Don Knotts as the guinea pig to show that the car can
accommodate both packages and sleeping passengers.
Mr. Knotts doesn't seem to like his part, especially
being slid into the car like a piece of lumber.
PM Names Officers, Directors
New directors and vice presidents were
elected by Philip Morris Inc. at a board of
directors meeting last Wednesday, according
to Joseph F. Cullman III, president and
chief executive officer of the company.
Chandler H. Kibbee, PM's chief financial
officer, secretary and treasurer, was elected
a vice president and director; Robert P.
Roper, vice president in charge of opera-
tions, and J. Harvie Wilkinson Jr., executive
vice president, were elected directors; Paul
D. Smith, PM general counsel, was elected
vice president and general counsel.
KM&J Loses Part of Sheaffer
For the first time since its inception last
September, Keyes Madden & Jones (for-
merly Russel M. Seeds Co.), has lost an
account. W. A. Sheaffer Pen Co., Ft.
Madison, Iowa, announced last week that,
effective Jan. 1, BBDO will handle its con-
sumer advertising program. But KM&J re-
tains the co-op advertising program which
accounts for more than $1 million of the
$2.5 million account. BBDO earlier this year
was assigned to service Sheaffer's new ball-
\ The advertiser sponsors / Love
*s on an alternate week basis on
Inesdays, 7:30-8 p.m.
Buys Into Agency
-.hards Inc., New York, has
agreement for client serv-
Hemisphere. The agency
23, 1957
has purchased a stock interest in Dillon-
Cousins & Assoc., which has offices both in
New York and Mexico City and is a repre-
sentative for 1 8 independent agencies in Lat-
in America. Luis G. Dillon, president of
Dillon-Cousins, was elected a director of the
Richards agency, and Eugene I. Harrington,
president of Richards, and E. D. Hill, a vice
president, were elected to the board of the
international company. In September, Rich-
ards (billing more than $21 million) be-
came affiliated with Continental Adv. &
Marketing Agencies which represents an
association of 13 independent agencies in
Western Europe and in Great Britain.
PUFF FOR PUFF
E. Regensburg & Sons (Medalist
Havana cigars), New York, began
Tuesday a one-week Christmas sat-
uration campaign, using more than
300 radio spots on WVNJ and WATT,
both Newark, N. J. Its agency, Rose-
Martin Inc., New York, prepared
more than 150 different messages
(eight-second announcements), each
designed to appeal to different groups
of men and women. Among the
choices (selected obviously to create
comment) : glassblowers, elephant
trainers, moon watchers, tightrope
walkers, bird watchers, cowboys, oil
men, tattooed men, butchers, Santas,
diamond cutters and sausage cutters.
Masland Buys CBS Radio Drive
A spring saturation drive on CBS Radio
by C. H. Masland & Sons, Carlisle, Pa.,
carpet manufacturer, is to be announced
today by network Sales Vice President John
Karol coincident with his report that the
volume of network business for the last
quarter of this year "is running 57% ahead
of the previous year." He predicted the
trend will continue in 1958. Masland signed
for a four-week drive culminating May 4
with a two-hour radio "spectacular." The
firm will use 81 of CBS' five-minute
"Impact" segments during the drive plus
the big show. Discs of star-messages also
will be used by Masland in its dealer sales
campaign. Agency is Anderson & Cairns
Inc., New York.
Advertisers Service Assoc. Formed
The formation of Advertisers Service
Assoc. as a service organization in the 1 1
western states for advertising agencies which
do not have branch offices in that area was
announced by Herbert K. Landon, general
manager. Mr. Landon, formerly with Ken-
yon & Eckhardt in New York and Holly-
wood, said ASA would provide radio and
television program coverage, publicity cam-
paigns, sales promotion, store checks, sur-
veys, media research, new product tests, tie-
ins, parties, sales meetings or any other re-
lated advertising service. ASA is located at
1487 Vine St., Hollywood. Telephone is
Hollywood 4-7288.
Broadcasting
Four Sign for CBS Radio
Four advertisers signed for a total of
$400,000 worth of business on CBS Radio
during the past week, it was announced
last Thursday by John Karol, CBS Radio
vice president in charge of network sales.
Sponsors include Knouse Food Cooperative
Inc., Peach Glen, Pa., through N. W. Ayer
& Son, Philadelphia, which ordered an alter-
nate-week quarter-hour of Arthur Godfrey
Time for 26 weeks starting Jan. 1.; Andrew
Jergens Co. (Woodbury Soap), Cincinnati,
through Cunningham & Walsh, New York,
which signed for five weekly 7 V2 -minute
units of daytime drama for four weeks
beginning Feb. 19; Hudson Vitamin Products
Corp., New York, through Pace Adv., New
York, which bought a weekly "Impact"
segment for 13 weeks, beginning Jan. 12,
and Aero Mayflower Transit Co., Indianap-
olis, through Cadwell, Larkin & Sidener-Van
Riper, Indianapolis, which expanded its line-
up for two 5-minute news programs six
days a week from 1 1 1 stations to the full
network, effective last Monday.
LOU MAXON, head of Maxon Inc., agency which will create the 1958 consumer
campaign for Brand Names Foundation Inc., is in the middle of a planning session
attended by (1 to r) Albert Messer, foundation merchandising director; Edward R.
Taylor, executive vice president, Motorola Inc., and chairman of the foundation's
consumer advertising committee; Mr. Maxon; Frank Armour, executive vice president
of the H. J. Heinz Co., and member of the foundation board, and Henry E. Abt,
president of the Brand Names Foundation. Some 1,600 radio and tv stations partici-
pated in the 1957 campaign, handled by Dancer-Fitzgerald-Sample. Agencies serve
on a volunteer basis.
STEREOPHONIC SOUND: NEW RADIO MEDIUM
Tomorrow night (Tuesday) Prudential
Insurance Co. of America will sponsor its
second annual Christmas Eve stereo-
phonic tv-radio broadcast, Christmas in
Stereo, on KRCA (TV) and KFI Los
Angeles (7-7:30 p.m.). On Christmas
Day, two Southern California fm stations
— KCBH (FM) Beverly Hills and KMLA
(FM) Los Angeles — will devote the entire
afternoon from noon to 6 p.m. to what
these stations call the ultimate in sound
broadcasting, an all-fm stereophonic
broadcast.
Eight days ago, also for the second
consecutive year, Prudential sponsored a
stereophonic tv-radio broadcast of the
Brigham Young U. Christmas Hour
(Sun., Dec. 15, 9:30-10:30 p.m.) on
KTVT (TV) and KDYL Salt Lake City.
Last fall (Sun., Oct. 13, 5:30-6 p.m.),
Prudential picked up the tab for what
was announced as "probably the most ex-
pensive program ever presented in
Southern California," Scouts Onward,
another KRCA-KFI stereophonic pro-
gram designed to aid the Boy Scouts in
their annual Roundup Week recruitment
drive.
Each Sunday since KMLA began
broadcasting last July, it and KCBH have
joined forces for a 3-6 p.m. stereophonic
broadcast, to which early in the fall they
added a weekday half -hour (12:30-1
p.m.) to give dealers something to use to
demonstrate stereophonic sound to
lunch-hour hi-fi fan shoppers. In October,
KABC-AM-FM Los Angeles launched
Saturday in Stereo (8-10:30 p.m.). In No-
vember, KFAC-AM-FM Los Angeles
presented stereophonic coverage of the
opening concert of the Los Angeles Phil-
harmonic Orchestra season (Nov. 14,
8:30-10 p.m.), sponsored by the Southern
California Gas Co. and Southern Coun-
ties Gas Co.
What is stereophonic broadcasting?
First, it's simulcasting, with two trans-
mitters broadcasting the same program.
But a simple simulcast is simply a dupli-
cate broadcast of the same sound, fed to
both transmitters from a single pickup,
whereas a stereophonic broadcast in-
volves two pickups, each fed to an indi-
vidual transmitter for simultaneous
broadcast, and two receivers so located
as to give the listener the same sounds
in each ear he'd get if he were in the
hall with the orchestra.
"In the studio the microphones are set
up so that the radio sound is picked up
at the right and the tv at the left," says
a folder distributed by Prudential agents
to tell people about the Christmas Eve
stereophonic broadcast. "In your home
you set your radio to the right of your tv
set. Thus your ears receive all sounds
exactly as they are picked up and trans-
mitted by the sound equipment."
Listeners, at least Southern California
listeners, are enthusiastic about stereo-
phonic broadcasts. The first tv-radio
stereo programs last winter brought "the
kind of fan mail we used to get in the
early days of radio," according to Andy
Potter, tv-radio director of Reach, Mc-
Clinton & Co., Los Angeles, who created
the idea of a sight-and-sound stereo pro-
gram for Prudential, a client of the
agency. The first KRCA-KFI stereo-
phonic broadcast on Dec. 2, 1956, drew
such a large and enthusiastic response
that it was repeated on Christmas Eve
last year and now has become an annual
event.
Also reminiscent of radio's early days
were such incidents as the minister who,
having heard the Dec. 2 program, in-
corporated the Christmas Eve repeat into
the church service at that time. And the
veteran who called the Prudential office
to say he had just 24 hours to convert his
GI insurance and could a Prudential
agent come right over to see him.
To listen to the Sunday afternoon
KCBH-KMLA stereophonic programs,
neighboring families often get together,
one family taking its fm receiver to the
neighbor's home so that both can hear
the full reproduction of the music, J. B.
Kiefer, president of KMLA, reports.
Some hi-fi fans have purchased second
fm sets of their own, he says, and others
have installed TeleVerters on their tv
sets so that they may be used for fm as
well as tv reception. Flintkote Co. (in-
sulating and roofing material) and Pierce
Brothers Mortuaries are sponsors of these
broadcasts, which pull "at least 100
letters a week, and 30 to 40 telephone
calls," Mr. Kiefer says.
Fm broadcasters like Mr. Kiefer be-
lieve the all-fm stereophonic broadcasts
to be the last word in sound reproduction,
but they consider tv-am or am-fm at-
tempts at stereo programming far from
adequate. "True hi-fi, and that's what
stereophonic sound is," says Bill Tomber-
lin, KMLA's chief engineer, "means re-
production without distortion of sound
signals from 50 to 15,000 cycles. Am
broadcasters are prohibited by the FCC
from broadcasting frequencies above
7,500 cycles to prevent interference. Tv
sound, while technically fm, has a devia-
tion of only 25 kc, compared to 75 kc
for an fm station. That is, in fm we can
swing 75 kc either way from our assigned
frequency, giving a much better signal-to-
noise ratio."
Broadcasting
December 23, 1957 • Page 41
ADVERTISERS & AGENCIES CONTINUED
GAFFERS & SATTLER
Because of two television characters,
Mr. Gaffers and Mr. Sattler, Utility
Appliance Corp., Los Angeles manu-
facturer of gas ranges, water heaters
and air conditioning, heating and ven-
tilating equipment now marketed un-
der a variety of trade names such as
Utility, Mission, Weatheramic and
Occidental, on Jan. 1 will start selling
and advertising all products under the
name of Gaffers & Sattler.
The extraordinary success of the
Gaffers & Sattler ranges in Southern
California, their major market, and in
other areas like Texas where they have
been more recently introduced, "has
been in large part due to the Mr.
Gaffers and Mr. Sattler cartoon char-
acters which were created in cooper-
ation with our advertising agency three
I'M SATTLER
I'M GAFFERS
THE successful introduction of these
two cartoon characters three years
ago has led to starring roles — and a
changed marketing title for the prod-
ucts of the Utility Appliance Corp.
Lines sold under varied trade names
will all be merchandised under the
name Gaffers & Sattler.
years ago," Ben B. Breslow, Utility
president, said in announcing the sin-
gle-name policy. "They gained imme-
diate acceptance and helped increase
our range sales as high as 50% each
year in Southern California."
A full scale promotion and adver-
tising campaign will get under way in
March, with an initial budget of
$650,000, most of it to go into nine tv
spots starring Mr. Gaffers and Mr.
Sattler in 27 major markets. These
commercials are being filmed by Holly-
wood Film Commercials under the
supervision of Lee Laufer, radio-tv
director of Robinson, Jensen, Fen-
wick & Haynes, Los Angeles, Utility's
agency. Mr. Laufer has been in charge
of the Gaffer & Sattler tv commercials
since their first appearance in Decem-
ber 1954. David R. Fenwick is ac-
count executive.
BUSINESS BRIEFLY
BULL MARKET • Proctor Electric Co..
Philadelphia, operating with budget in excess
of $1 million, planning 20-week, 45-market
tv spot campaign starting first week in
February, despite fact that it is reported be-
hind in filling orders. Weiss & Geller, N. Y.,
is agency.
DRUG TOPICS • Musical fairy tale,
Hansel and Gretel, will be sponsored on
NBC-TV and NBC Radio by Rexall Drug
Co. (Sun., April 27, 6:30-7:30 p.m.), it was
announced Wednesday. Tv portion will be
in black-and-white, will originate live in
New York, a production of Talent Assoc.
there. Rexall presented Pinnochio on NBC-
TV last Oct. 13. Agency is BBDO, N. Y.
RETURN ENGAGEMENT • P. Lorillard
Co. (Kent, Newport cigarettes), N. Y., has
signed for Richard Diamond — Private De-
tective mystery-adventure series that re-
turns to CBS-TV in Thursday, 8-8:30 p.m.
slot on Jan. 2. Show was replacement this
past summer. Agency: Lennen & Newell,
N. Y.
FLORAL ARRANGEMENT • Florists'
Telegraph Delivery Assn., in its first regular
sponsorship of tv series, last week filled
the void created in CBS-TV's Person-To-
Person by the last minute decision of Gen-
eral Foods Corp. not to pick up alternate
sponsorship of the Edward R. Murrow pro-
grams. GFC was to have joined Time Inc.
early in 1958, succeeding American Oil
Co., sponsor of P-T-P since 1953 [Adver-
tisers & Agencies, Nov. 4]. But difficulties
arising out of alternate and regional sponsor-
ship— Amoco sponsored series in the east,
while Theo. Hamm Brewing Co. sponsored
midwest station lineup — made GFC think
twice. FTD general manager John L. Bo-
dette hinted at further stepped-up tv ac-
tivities by stating that Murrow buy "is the
first step in what we expect will be an ex-
panding use of the medium." Grant Adv.,
N. Y., is FTD agency.
STAR DUST • Oldsmobile Div. of General
Motors Corp. last week signed for 10 five-
minute Jerry Lewis "Star Dust" segments
weekly for 13 weeks on NBC Radio begin-
ning in February. $350,000-net purchase is
largest single sale to date for "Star Dust"
campaign. Segments will be heard on
Monitor and Nightline. Oldsmobile pur-
chase also included 15 one-minute and five
thirty-second participations on Nightline.
D. P. Brother & Co., Detroit, is agency.
THIRD FOR FOURTH • The Readers
Digest Assn. Inc., Pleasantville, N. Y., last
week signed for its third saturation campaign
in four months on Mutual, investing $60,-
000 for participating sponsorship of news,
sports and dramatic programs between Dec.
27 and Jan. 5 to promote the January issue
of Reader's Digest. Agency is J. Walter
Thompson Co., N. Y.
WHO'S BUYING WHAT, WHERE
wmmmr.r . mm
FOLLOWING Compton Advertising's
acquisition of Western Advertising
Agency Inc.. Thomas Santacroce, vice
president in charge of Compton's west
coast operations, takes inventory in the
Los Angeles office with Edward E.
Keeler, former president of Western
and now Compton vice president and
supervisor of the west coast industrial
account division [At Deadline, Dec.
16]. Accounts and personnel of West-
ern Adv. move into the Los Angeles
office of Compton Jan. 1. Mr. San-
tacroce has been a vice president in
Compton's San Francisco office.
Page 42
December 23, 1957
TEMPLE TEMPTERS • Florida Citrus
Commission, Lakeland, Fla., planning to
sell Temple oranges on participation shows
in several markets starting Dec. 19 and run-
ning through Feb. 21. Benton & Bowles,
N. Y., is agency.
MAKE IT 52 • Ex-Lax Inc., N. Y., extends
for full year its original 19-week campaign
which started Aug. 26 on MBS using three
of the network's multi-message mystery ad-
venture programs on week nights plus ten
20-second newscast adjacencies weekly.
Agency is Warwick & Legler, N. Y.
Gillen Heads BBDO in Chicago
William R. Gillen, vice president of
BBDO, Chicago, has been appointed man-
ager of the agency's Chicago office effective
Jan. 1, it was announced by Charles H.
Brower, general manager (see story, page
36).
Mr. Gillen succeeds J. H. Haupt, vice
president and director, who has been in
charge of the office since 1957 and who is
resigning because of ill health to live in
Phoenix, Ariz.
Mr. Gillen has been with BBDO since
1947. He has been a vice president and ac-
count group supervisor and has been respon-
sible for all activities on Libby, McNeill &
Libby, New Castle Products, Sheaffer Pen
and Westclox.
Broadcasting
Broadcasting
December 23, 1957 • Page 4S
ADVERTISERS & AGENCIES continued
TOP 10 NETWORK PROGRAMS
Tv Report for Oct. 27-Nov. 9
Total Audience t
Rank No. Homes (000)
1.
Lucille Ball-Desi Arnaz
23,031
2.
Gunsmoke
17,634
3.
Ed Sullivan Show
16,727
4.
Perry Como Show
16,439
5.
Tales of Wells Fargo
15,326
6.
Danny Thomas Show
K 170
I J , 1
7.
Jack Benny Show
15,038
8.
Wyatt Earp
14,379
9.
Jerry Lewis Show
14,379
10.
Cheyenne
14,049
Rank
/O 1 IUIIICj
1.
Lucille Ball-Desi Arnaz
57.5
2.
Gunsmoke
44.1
3.
Ed Sullivan Show
41.6
4.
Perry Como Show
40.9
5.
Tales of Wells Fargo
38.6
6.
Danny Thomas Show
J / .0
7.
Jack Benny Show
37.2
8.
Cheyenne
37.2
9.
Wyatt Earp
36.3
10.
Jerry Lewis Show
36.1
Average Audience +
Rank Mo.
Homes (000)
1.
Lucille Ball-Desi Arnaz
18,828
2.
Gunsmoke
16,768
3.
Tales of Wells Fargo
14,296
4.
Danny Thomas Show
14,255
5.
Jack Benny Show
13,843
6.
Wyatt Earp
13,555
7.
Ed Sullivan Show
12,937
8.
Perry Como Show
12,854
9.
I've Got a Secret
12,854
10.
Have Gun, Will Travel
12,484
Rank
% Homes *
1.
Lucille Ball-Desi Arnaz
47.0
2.
Gunsmoke
42.0
3.
Tales of Wells Fargo
36.0
4. Danny Thomas Show
35.5
5.
Jack Benny Show
34.3
6.
Wyatt Earp
34.2
7.
Ed Sullivan Show
32.2
8.
Perry Como Show
32.0
9.
I've Got a Secret
31.9
10.
Have Gun, Will Travel
31.6
t Homes reached by all or any part of
the program, except for homes viewing
only 1 to 5 minutes.
t Homes reached during the average
minute of the program.
* Percented ratings are based on tv
homes within reach of station facilities
used by each program.
Copyright 1957 A. C. Nielsen Co.
TOP 10 NETWORK PROGRAMS
Tv Report for Nov. 6-12
Rank
Rating
1. Lucille Ball-Desi Arnaz
44.6
2. Gunsmoke
42.5
Perry Como
42.5
4. Tales of Wells Fargo
35.5
5. Restless Gun
33.3
6. People Are Funny
33.1
1. GE Theatre
32.7
Lassie
32.7
9. Twenty-One
32.6
10. Ernie Ford
32.4
What's My Line?
32.4
Special Attraction:
President Eisenhower
50.7
Rank
Viewers (000)
1. Perry Como
49,380
2. Lucille Ball-Desi Arnaz
45,370
3. Gunsmoke
42,510
4. Ed Sullivan
35,800
5. Steve Allen
35,390
6. People Are Funny
34,400
7. Tales of Wells Fargo
34.260
8. Lassie
33,820
9. GE Theatre 32,280
10. Restless Gun 31,080
Special Attraction:
President Eisenhower 42,490
Copyright American Research Bureau
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's Broadcasting tv ratings roundup.
Information is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Steve Allen (NBC-130) : participating spon-
sors, Sun. 8-9 p.m.
Lucille Ball-Desi Arnaz (CBS — no figures
available) Ford (JWT), Tues. 9-10 p.m.
once a month.
Jack Benny (CBS-179): American Tobacco
Corp. (BBDO), alt. Sun. 7:30-8 p.m.
Cheyenne (ABC-99): General Electric
(Y&R), alt. Tues. 7:30-8:30 p.m.
Perry Como Show (NBC-163): participating
sponsors. Sat. 8-9 p.m.
Ernie Ford Show (NBC-182): Ford (JWT),
Thurs. 9:30-10 p.m.
GE Theatre (CBS-154): General Electric
(BBDO), Sun. 9-9:30 p.m.
Gunsmoke (CBS-161): Liggett & Myers
(D-F-S), Remington Rand (Y&R) alter-
nating, Sat. 10-10:30 p.m.
Have Gun, Will Travel (CBS-125): Lever
Bros. (JWT), American Home Products
(Bates), Sat. 9:30-10 p.m.
I've Got a Secret (CBS-198): R. J.
Reynolds (Esty), Wed. 9:30-10 p.m.
Lassie (CBS-90): Campbell Soup (BBDO),
Sun. 7-7:30 p.m.
Jerry Lewis Show (NBC-165): Oldsmobile
(Brother), Tues., Nov. 5 9-10 p.m.
People Are Funny (NBC-129) : R. J.
Reynolds Tobacco Co. (Esty), Sat. 7:30-8
p.m.
President Eisenhower's speech (All net-
works— no figures available): 11:15-11:30
p.m. Nov. 26.
Restless Gun (NBC-107) : Warner-Lambert
(SSC&B), Mon. 8-8:30 p.m.
Ed Sullivan (CBS- 174): Mercury (K&E),
Eastman Kodak (JWT), Sun. 8-9 p.m.
Danny Thomas Show (CBS-158): General
Foods (B&B), Mon. 9-9:30 p.m.
Twenty-One (NBC-150) : Pharmaceuticals
Inc. (Kletter), Mon. 9-9:30 p.m.
Wells Fargo (NBC-147): Buick (Kudner),
American Tobacco Co. (SSC&B), Mon.
8:30-9 p.m.
What's My Line? (CBS-157): Helene Curtis
(M-E), Remington-Rand (Y&R), Sun.
10:30-11 p.m.
o
LORCA
1 N
The Next 10 Days
Of Network Color Shows
(All times EST)
CBS-TV
Dec. 23 (10-11 p.m.) High Adventure
with Lowell Thomas, Delco Div. of Gen-
eral Motors through Campbell-Ewald.
Dec. 24, 31 (9:30-10 p.m.) Red Skelton
Show, S. C. Johnson & Son through
Foote, Cone & Belding and Pet Milk
through Gardner Adv.
NBC-TV
Dec. 23-27, 30, 31 (1:30-2:30 p.m.)
Howard Miller Show, participating spon-
sors. (On Dec. 30-31, program will be
seen from 1:30-2:15 p.m.)
Dc. 24-27, 30 (3-4 p.m.) Matinee Thea-
tre, participating sponsors.
Dec. 23, 30 (7:30-8 p.m.) The Price Is
Right, RCA Victor through Kenyon &
Eckhardt and Speidel through Norman,
Craig & Kummel.
Dec. 24 (8-9 p.m.) Eddie Fisher-George
Gobel Show, RCA-Whirlpool through
Kenyon & Eckhardt and Liggett & Myers
through McCann-Erickson.
Dec. 25, Jan. 1 (9-10 p.m.) Kraft Televi-
sion Theatre, Kraft Foods Co. through
J. Walter Thompson Co.
Dec. 26 (7:30-8 p.m.) Tic Tac Dough,
RCA Victor through Kenyon & Eckhardt
and Warner-Lambert through Lennen &
Newell.
Dec. 26 (10-10:30 p.m.) Lux Show star-
ring Rosemary Clooney, Lever Bros,
through J. Walter Thompson Co.
Dec. 27 (8-9 p.m.) Jerry Lewis Show,
Oldsmobile through D. P. Brother.
Dec. 28 (8-9 p.m.) Perry Como Show,
participating sponsors.
Dec. 28 (10:30-11 p.m.) Your Hit Pa-
rade, American Tobacco Co. through
BBDO and Toni through North.
Dec. 29 (8-9 p.m.) Steve Allen Show,
participating sponsors.
Dec. 29 (9-10 p.m.) Dinah Shore Chevy
Show, Chevrolet through Campbell-
Ewald.
Dec. 31 (8-9 p.m.) George Gobel-Eddie
Fisher Show, RCA-Whirlpool through
Kenyon & Eckhardt and Liggett & Myers
through McCann-Erickson.
Jan. 1 (11:45 a.m.-l:45 p.m.) 69th Tour-
nament of Roses Parade, Minute Maid
through Ted Bates and Florists Telegraph
Delivery Assn. through Grant Adv.
Page 44 • December 23, 1957
Broadcasting
The All-New
Bright and Sparkling
NORFOLK- NEWPORT NEWS
The Nation's 26th Market
announces the appointment of
t COMPANY
as exclusive national representative
effective January 1, 1958
THE HAMPTON ROADS BROADCASTING CORP.,
Broadcasting
NORFOLK, VIRGINIA
December 23, 1957
• Page 45
how to turn
WBC Radio's deejays know how to program the kind of music that
puts cold cash in advertisers' pockets . . . fast! They are 29 reasons
why no selling campaign is complete without the WBC stations.
music into dollars
They are the top showmen and salesmen in their respective markets.
There's a sound difference on WBC Radio . . . and these popular
personalities can prove it! For quick results, call A. W. "Bink" Dannenbaum,
WBC VP-Sales, at MUrray Hill 7-0808 in New York.
WESTINGHOUSE
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COMPANY, INC.
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PITTSBURGH, kdka
CLEVELAND, KYW
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BOSTON, W6Z-TV
BALTIMORE, wjZ TV
PITTSBURGH, KDKA-TV
FILM
UA UNIT BUYS INTO AAP CORP.
• United Artists buys 700,000 shares in $8.5 million deal
• AAP president indicates defeat of move to sell to NTA
United Artists Corp. announced Thurs-
day that a newly-created subsidiary, Gotham
Television Film Corp., has purchased 700,-
000 shares of the capital of Associated
Artists Productions Corp. The price was
$12 per share, or a total of $8.5 million,
with $4.2 million ($6 per share) in cash,
and the other half an undertaking for a
sinking fund 6% debenture.
There was no reference to litigation now
pending over an earlier transaction in which
National Telefilm Assoc. claimed acquisi-
tion of majority stock in AAP in a $7.5
million deal [Film, Nov. 18, et seq.].
Stated Robert S. Benjamin, UA's board
chairman: "Appropriate legal steps are being
taken to bring before the stockholders of
AAP a plan by which each stockholder
will be offered the same price upon the
same terms."
Mr. Benjamin's statement indicates that
eventually UA can be expected to purchase
additional shares. Outstanding shares in
AAP as of mid-year totaled approximately
1.6 million.
The new development brought a victori-
ous-sounding message from Eliot Hyman,
president of AAP, who is known to have
been against the move to sell to NTA by
Louis Chesler, board chairman; Maxwell
Goldhar, a director, vice president, secre-
tary and treasurer, and M. MacSchwebel,
a director and vice president. These three
men comprised an "executive committee" of
AAP.
Mr. Hyman announced that the trio,
whose interests in AAP reportedly were in-
cluded in the sale to UA, had resigned as
officers and directors. (There was no break-
down in ownership of the 700,000 shares.)
He said that as president of AAP Corp.
he is "primarily concerned with the well-
being of the corporation and its stockholders.
After a period of conflicting articles in the
press relating to sales of this company
and/ or stock owned by individual stock-
holders, I am happy to be able to set the
record straight.
"AAP Inc. will continue in business under
its present management, from its same of-
fices, and with its same staff."
He noted that Gotham Television had
purchased the 700,000 shares and said AAP
is "delighted at the prospect of having the
added experience of the executives of United
Artists in furthering our activities and prog-
ress in the television and motion picture
fields."
He concluded his statement by wishing
stockholders, "all members of our industry"
and the public "a very happy and prosperous
new year."
Neither AAP nor UA would talk about
the action now current in New York Su-
preme Court. NTA, a party to the action,
also withheld comment.
In that action, five minority AAP stock-
holders representing about 10,000 shares
moved for a temporary injunction to stop
the sale to NTA pending trial of the case.
The plaintiffs claimed that Messrs. Chesler
and Goldhar entered into a contract to sell
50% of AAP stock to NTA for cash,
debentures and stock of NTA, even though
a better contract for shareholders was of-
fered by UA and was subsequently approved
by AAP directors, but not submitted to the
stockholders. They charged Messrs. Chesler
and Goldhar with disregarding minority
stockholder rights.
Soon afterward, NTA entered the court
with a cross-complaint revealing a damage
suit for $200,000 each against UA, Arthur
B. Krim, UA's president; Mr. Benjamin; Mr.
Hyman; AAP's treasurer, Harry Zittau, and
Vice President Ray Stark. NTA charged the
defendants with "inducement to break a
contract and unfair competition." At its
latest hearing on the matter, the court asked
the attorneys involved to file answering
briefs.
A brief rundown on each company in-
volved:
United Artists — It was formed in April
1919 by Mary Pickford, Douglas Fairbanks
Sr., Charles Chaplin and D. W. Griffiths.
After the (Robert) Benjamin-(Arthur B.)
Krim management group took over UA in
February 1951, the firm financed and dis-
tributed independently-produced theatrical
films for some 49 independents. It now
leases post- 1948 theatrical films to tv and
plans tv production (UA-TV Inc.), publishes
sheet music (UA Music Co.), turns out pho-
nograph records (UA Records Inc.) and
manages two Broadway theatres. The Benja-
min-Krim group achieved a stock majority in
1952 after pulling UA out of the red, in
1955 bought out Charlie Chaplin and in
1956 acquired Miss Pickford's share of the
company stock. (For the latest UA venture,
see page 50.)
AAP Corp. — It operates AAP Inc., As-
sociated Artists Enterprises (merchandising)
and Dominant Pictures Corp. as wholly-
owned subsidiaries, has tv rights and distrib-
utes "Popeye" cartoons acquired from Para-
mount Pictures, more than 800 Warner
Bros, features, additional libraries, "Looney
Tunes" cartoons from Warner Bros., and
has various other activities and rights deal-
ing with motion picture distribution and
reissue.
NTA — This company has a multi-faceted
operation covering network activity via
NTA Film Network, station management
(KMGM-TV Minneapolis, WAAT-AM-FM
and WATV [TV] Newark), theatrical film
distribution via NTA Pictures Inc. and co-
production with Desilu and 20th Century-
Fox Corp.
Roach Stock Offering Postponed
Sharp drops in the stock market last Mon-
day and Tuesday have prompted S. D. Fuller
& Co., New York brokerage house, to post-
pone floating of the first public offering of
stock by Hal Roach Productions until Jan.
15, it was learned last week. Financial de-
Paee 48
December 23, 1957
tails of the Roach tv operations were con-
tained in an exclusive report a fortnight ago
[Film, Dec. 16]. According to broker S. D.
Fuller, the market fluctuations made last
week an "inopportune time" in which to
attempt a public sale.
Guild Films Sales $15 Million
For Record in 1957 — Kaufman
In a year-end statement, R. R. Kaufman,
president of Guild Films, revealed last week
that sales to sponsors and stations exceeded
$15 million during 1957, marking the most
successful year in Guild Films history.
"Regardless of general economic devel-
opment, the television film industry should
register further gains in 1958," Mr. Kauf-
man predicted. He said that although the
year-end earning figure for Guild is not yet
ready, the nine-month period recorded a
net income after taxes of $616,000.
Television sales included every one of
22 programs in the Guild Film catalogue,
from its first musical, The Liberace Show,
to its latest Safari series, The Michaels in
Africa. Mr. Kaufman declared he is looking
forward to an equally successful new year
based on two new trends: (1) the continuing
upsurge of spot television buying by adver-
tisers and (2) the steady increase of program
sponsorship by local and regional sponsors.
Mr. Kaufman predicted 1958 will see the
growing importance of comedy. He based
this on the "enthusiastic" response Guild
has had on its RKO Leon Errol comedy
package, released to stations this month.
In addition to The Michaels in Africa,
now in production, Guild Films has com-
pleted its pilot on The Light of the World
and plans are being readied for another
production, Sabotage, to be produced in
England.
Williams to ABC Film Sales
The appointment of Philip Williams, east-
ern spot sales manager of Ziv Television
Programs, as vice president in charge of
syndication sales for ABC Film Syndication,
was announced last Thursday by George T.
Shupert, president of ABC Film. Mr. Wil-
liams, who assumes
his new position Jan.
6, succeeds Don L.
Kearney, who has
been named sales di-
rector for Corin-
thian Broadcasting
Co. [Stations, Dec.
16]. Mr. Williams
has served Ziv Tv
for five years in
various sales execu-
tive capacities. Ear-
MR. WILLIAMS lier> he had be£n
with Time Inc. 15 years, including sales
assignments on Fortune and the "March of
Time," and acting as director of adver-
tising for the motion picture and television
unit of the corporation.
MGM Features in 86 Tv Markets
Metro-Goldwyn-Mayer features now are
being programmed in 86 tv markets, Dick
Harper, MGM-TV's general sales manager,
reported last week in a year-end "roundup"
Broadcasting
The
People's
Choice!
During the recent vote-getting campaign held in Hous-
ton, Texas, for the November 16, 1957 election the
four candidates for Mayor availed themselves of
seven times as much Class "A" time on KPRC-TV as
they used on Houston's two other television stations
combined.
This is just another example of how Houstonians
respect the selling power of KPRC-TV, and another
concrete demonstration of KPRC-TV's determination
to clear whatever time is necessary to bring the facts
to the people ... no matter what the cost in money
or ratings!
Tefemtwg m lb PUBLIC SERVICE K PRC "TV
JACK HARRIS JACK McGREW EDWARD PETRY & CO.
Vice President and General Manager Station Manager National Representatives
Broadcasting
December 23, 1957 • Page
FILM CONTINUED
UA-TV TO DISTRIBUTE TV SERIES
• Individual producers to make 39-episode 'United Artists Playhouse'
• UA-TV to finance, distribute shows, share profits with makers
of MGM feature film library sales. It is
understood MGM-TV's library sales will
represent approximately $52 million once
the films have been released to tv.
More than two-thirds of the markets
acquired the entire backlog of 700 features.
Other markets have either half libraries or
packages ranging from 100 to 300 films.
Sales were completed in 47 out of 50 of
the top U. S. cities, Mr. Harper said, with
most of the smaller markets leasing the
features in less than library quantities.
Wyatt Series for National Sale
Jack Wyatt, Dallas producer, will film
a half-hour tv series, Confession, now live on
WFAA-TV Dallas, and release the show for
national sale after Jan. 1. The series deals
with the personal testimony of criminals
and others.
United Artists Corp., whose activities in
television have been limited to distributing
two packages of post- 1948 feature films,
will broaden its scope with a tv film series
of 39 episodes under the working title of
United Artists Playhouse, it was announced
last week in New York.
The package of tv programs is slated for
the 1958-59 season, but UA executives hope
to have the first cycle ready to go by April.
Detailing UA's plans for future tv activities
were Bruce G. Eells, executive vice presi-
dent of United Artists Television Inc.,
wholly-owned subsidiary, and Max E.
Youngstein, vice president of UA Corp.
Unlike other Hollywood production stu-
dios, UA is not restricted to the talent of
one lot; it has under contract some 49 indi-
vidual producers or production "outfits."
Thus, noted Mr. Eells, United Artists Play-
house will serve as a "research lab" whereby
these individual producers can wet their toes
in television without committing themselves
to massive production schedules. Further-
more, it will allow UA to use an extensive
variation of talents and properties.
Mr. Youngstein pointed out that the UA-
TV series might not be limited to produc-
tions by UA contract contributors — that the
company "might" seek "outside" talent.
Among the better-known production or-
ganizations on the UA roster: Anthony-
Worldwide Productions (Gregory Peck and
William Wyler), Batjac Productions (John
Wayne), Bryna Productions (Kirk Douglas),
D. R. M. Productions (Robert Mitchum),
Heath Productions (Richard Widmark),
Hecht, Hill & Lancaster, Stanley Kramer,
Melville Productions (Gregory Peck), Rob-
ert Montgomery, Dore Schary, Frank
Sinatra, Edward Small-Arthur Hornblow
Jr., Michael Todd, Tolda Productions (Bob
Hope), and numerous others including
Joseph L. Mankiewicz' Figaro Productions
(in which NBC has a 50% interest).
Also affiliated with UA is the CBS-TV
"team" of Edward R. Murrow-Fred W.
Friendly, which has placed in theatrical re-
lease a motion picture version of See It Now
dealing with jazz musician Louis Armstrong.
The foregoing film producers have been
known for their "offbeat" products — the-
atrical films with controversial themes, some
of which were placed in theatres without the
official blessings of the Motion Picture Assn.
of America's code. UA producers also have
pioneered in adapting tv properties to mo-
tion pictures ("Marty" and "Twelve Angry
Men" [Film, June 10].).
Although no formal contracts have been
transacted between UA and the producers,
it was learned that "at least four" already
have sanctioned the series; some of the pro-
ducers "who have been eager to plunge into
tv," according to Mr. Eells, already have
produced pilot films or series on their own,
which may also be handled by UA-TV.
The company, said Mr. Eells, will establish
a greatly-enlarged syndication branch to
service syndicated properties. "We make no
distinction between 'network quality' pro-
gramming and that for stations," Mr. Eells
noted.
Initially, the series will consist of 30-
minute programs, but depending on the pro-
gram material and the advertiser's situation
— UA-TV has had lengthy talks with one
major national advertiser which it declines
to name — the individual programs may run
an hour each. Furthermore, Mr. Young-
stein declared, "there's nothing to prevent
these tv shows from becoming prototypes
PERRY
SOLD HIS
SADDLE
And Baltimore's sold on Perry!
Judging from the immediate audience response
via phone calls and letters, he's a solid hit.
Perry Andrews is Baltimore's brand
new personality" . . . WBAL's sparkling
new voice on morning radio. He's fresh
from Dallas, Texas with new sounds,
new interests and a brand new appeal.
If you want to sell Baltimore, let Perry
and his fascinating repertoire of voices
do the job for you.
PERRY ANDREWS
SHOW
6 to 10 a.m. Monday thru Saturday
NBC Affiliate — Nationally Represented by
THE HENRY I. CHRISTAL CO., INC.
WBAL
BALTIMORE
50,000 watts
Page 50 • December 23, 1957
Broadcasting
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There's 9 billion dollars of buying power concen-
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FILM CONTINUED
for future motion picture ventures or even
whole tv series unto themselves."
Asked whether "prior commitments" — to
networks or possibly to pay-tv — by UA pro-
ducers would prevent them from partaking
in the Playhouse venture, Mr. Youngstein
said, "We do not have an exclusive contract
with anyone, and it's a good thing, too, for
the producers do not feel obligated to us as
they would under terms of exclusivity." UA
will underwrite the series in exactly the same
way it now backs motion pictures for the-
atrical release: 100% financing in exchange
for all distribution rights and box office
gross, with individual producers sharing in
the profits.
During the news conference it was
brought out that UA-TV, in an effort to
keep the commercial quality on par with the
expected dramatic quality, may sell an ad-
vertiser on fully-integrated commercials —
announcements produced "with the same
consummate skill" as the programs they are
interrupting. Since UA has no studio facil-
ities it can call its own, the question then
was asked of Mr. Youngstein: Will UA
purchase a studio? The answer: "No com-
ment." He did say, however, that "in all
likelihood" the producers responsible for
their scheduled segments probably would do
their own commercials. He also said UA
does not intend to establish a "family op-
eration" in the commercial production field
such as it now maintains in the area of en-
tertainment films — that is, a loosely-knit
federation of small, independent tv produc-
tion firms specializing in video commercials.
Mr. Eells stressed that these films "will
not be mere pilots," but "beautifully show-
cased" so they can be put on the air almost
immediately upon client approval of a
series. He flies to California this week to
begin laying the production groundwork for
the series. Meanwhile, in New York,
Herbert L. Golden, who leaves- Bankers
Trust Co. Dec. 31 to head UA-TV Inc.
effective Jan. 1, was understood to have
initiated discussions with several large ad-
LAST WEEK'S announcement that United
Artists is going to underwrite tv production
was made by Max E. Youngstein (1), vice
president of United Artists Corp., and Bruce
G. Eells, executive vice president of the sub-
sidiary United Artists Television Inc., which
until now has confined itself to distribution
of feature film.
vertising agencies. At Bankers Trust, Mr.
Golden, a vice president, headed the bank's
activities in the realm of "entertainment
capital investments" [Film, Dec. 16].
The UA-TV officials promised further
"progress reports" as plans jell. UA-TV's
plans for entering production were first re-
vealed in an exclusive Broadcasting inter-
view with UA President Arthur B. Krim
and Tv Sales Manager John Leo [Film,
June 10].
EXHIBITORS SEEK
PARAMOUNT BACKLOG
• Theatre men bidding — Raibourn
• But he sees 1958 tv activity
Paramount Pictures Corp., which has
kept its tv plans bottled longer than any
other major studio, is about to pull the
plug. [Film, June 10].
That was the indication given by Para-
mount's President Barney Balaban to the
company's stockholders six months ago. At
that time, Mr. Balaban gave the impression
that Paramount would decide what to do
about its pre- 1948 feature library (about
700 films) by the end of this year.
In general, this still seems to be the case
(though Paramount may not be holding to
the end-of-the-year deadline) with one big
exception: a new wrinkle in the bidding,
namely motion picture exhibitors who have
entered negotiations with Paramount in an
attempt to lure the feature backlog out for
theatrical circuits while blocking release of
the pictures to television.
In the meantime, Paramount last week
announced the appointment of former ad-
vertising agency executive James A. Schulke
"to assist in the development of Para-
mount's television activities." Mr. Schulke,
also active in the talent field, was with the
James L. Saphier Agency. In advertising,
Mr. Schulke had been manager of account
planning for radio and tv at Young & Rubi-
cam.
Acknowledged Paramount's Vice Presi-
dent Paul Raibourn: "1958 at Paramount
will see a lot of things [in television]."
It is conceded in the film field that Para-
mount has been consistently seeking the
"right price" — now pegged in the vicinity
of $40 million — for its backlog. According
to Mr. Balaban, Paramount is negotiating
with a number of people "of substance" for
the sale of the pictures.
He also said some theatre exhibitors have
entered the bidding. Asked for amplification
last week, Mr. Raibourn confirmed that
"certain theatre exhibitors are very much in
it."
It is reported that a group of exhibitors,
apparently representing big theatre interests,
is considering the possibility of setting up a
company. This firm would attempt to line
up theatre owners throughout the U. S.
which would pledge playing of the top
features in the library as reissues. Once this
assurance was final, the group then would
dicker with Paramount for an outright pur-
chase or lease of the features on a seven-
year term basis. Theatre men, it was said,
would agree to pay Paramount 50% above
normal reissue rights and possibly a quota
system would be set up (minimum number
of reissues to be played per year).
The chief aim of the exhibitors: keep the
features away from television. These the-
atre owners also believe they eventually
could hold a trump card because after the
seven-year period, they could release a
limited number of the Paramount features
to television but retain control.
Exhibitors hope to block all studios from
releasing post- 1948 features to tv. Mr. Bal-
aban says Paramount has no plans to let its
recent-vintage features go to tv. There has
been no industry-wide movement to unload
post- 1948 features.
Paramount is moving ahead on another
front, too. Officials fully expect the Law-
rence tube (single gun, color tube) to go into
production. Allen B. DuMont Labs, of
which 26.6% of the common stock is owned
by Paramount, has been working on the
tube's development for more than a year
and probably would be the manufacturer to
produce it. The tube originally had been
under development by Paramount's wholly-
owned subsidiary. Chromatic Television
Labs. Chromatic has an agreement with
DuMont. Paramount has claimed for some
time that use of the Lawrence tube would
reduce substantially the price of a color set.
In an industry ill once more — movie re-
ceipts have fallen sharply again and still
additional movie houses have closed since
the first of the year — Paramount perhaps is
one of the more immune, so far.
The main pick-me-up for Paramount is its
revenue-reaping "Ten Commandments,"
which cost the company $13.5 million. This
picture alone is expected to bring in about
$18 million in film rentals from November
1956 through the end of this year. Theatre
receipts for this film are placed at about
$26.5 million at present with expectations
the gross can go to a record $45 million in
three years ("Gone With the Wind" has the
record now — $33.5 million). Some officials
have even talked about grosses above this.
FILM CLIPS
SALES
ABC Film Syndication reports sale of five
half-hour tv film series — 26 Men, Code 3,
Douglas Fairbanks Jr. Presents, Racket
Squad and Kieran's Kaleidoscope — to ZBM-
TV Bermuda, which is scheduled to go on
air in mid-January. Company also reports
four more sales of 26 Men half-hour tv film
series, increasing total markets sold to 150.
Latest sales were to Drewry's beer for
WMT-TV Cedar Rapids, Iowa, and to
WEWS (TV) Cleveland, KWTV (TV)
WACO, Tex., and ZBM-TV Bermuda.
National Telefilm Assoc., N. Y., has an-
nounced sale of its Spanish-dubbed Sheriff
of Cochise half-hour tv film series in Puerto
Rico, Cuba, Mexico, Guatemala, El Salva-
dor, Panama, Venezuela, Argentina, Peru
and Bermuda. Other NTA sales reported:
cartoons from NTA's short subject library
in Puerto Rico, Venezuela, Bermuda,
Mexico and Peru and 20th Century Fox
package of 52 movies in Puerto Rico and
Cuba.
Page 54 • December 23, 1957
Broadcasting
Pittsburgh's Golden Triangle as viewed from Mt. Washington
KDKA has reached new heights
in Pittsburgh . . . and we mean the middle of Pittsburgh—
Allegheny County, that is!
The latest Metropolitan Pittsburgh PULSE* shows KDKA
first in 383 out of 496 quarter hours surveyed. That's
almost three times as good as the figures for the same
period last year!
And in the Greater Pittsburgh PULSE* (15 counties),
KDKA rated No. 1 in an amazing 489 out of 496 quarter
hours ... a cool 98.6%!
Whether you want to reach the heart of Pittsburgh or the
equally rich market that surrounds it, these figures prove
that KDKA is the one sure way to do it effectively at low
cost. For availabilities, call Don Trageser, KDKA Sales
Manager (EXpress 1-3000, Pittsburgh), or your PGW
"Colonel".
WESTINGHOUSE
BROADCASTING
COMPANY, INC.
RADIO
BOSTON, WBZ+W8ZA
PITTSBURGH, KDKA
CLEVELAND, KYW
FORT WAYNE, WOWO
CHICAGO, WIND *
PORTLAND, KEX
TELEVISION
BOSTON, WBZ-TV
BALTIMORE, WJZ-TV
PITTSBURGH, KDKA-TV
CLEVELAND, KYW-TV
SAN FRANCISCO, KPIX
WIND represented by AM RodiO Soles
WJZ-TV represented by Bloir-TV
KPIX represented by The Kotz Agency, Inc.
All other WBC stations represented by
Peters, Griffin, Woodward, inc.
In Pittsburgh, no selling campaign
is complete without the
WBC station . . .
"PULSE— Aug.— Sept. 1957
50,000 watts
umr
Clear Channel
Broadcasting
December 23, 1957 • Page 55
STATIONS
PA. STATIONS FACE BLUE LAW BANS
• Broadcasters face possible action for Sunday operation
• Two Allentown outlets take opposite stands on ad copy
The Commonwealth of Pennsylvania
last week started to shape the pattern of
1957-58 business along the lines of its Blue
Laws, first enacted in 1794.
Retail and advertising enterprises are
affected directly by a complaint by the state
Attorney General, asking the Dauphin
County court to enjoin retail stores from
opening on Sunday.
The law exempts stores selling "the nec-
essaries of life" on that day.
At the moment, broadcasters in Allen-
town face possible legal action if they allow
advertisers to use copy stating a store will
be open on Sunday.
If Blue Law enforcement were carried
to an extreme, radio and tv stations might
have to shutdown or at least defend their
right to operate on Sunday.
Last week a department store chain, Two
Guys From Harrison, announced it would
be open Dec. 22, although 77 of its em-
ployes have been arrested and some already
convicted of violating the Blue Laws. A
major outlet of the chain in Whitehall Town-
ship, two miles outside Allentown, has been
open every Sunday.
The Two Guys organization is the prime
target of Allentown, Lehigh County and
State law enforcement officers. But any local
law enforcement official in the state is in a
position to start padlocking business houses.
The first broadcaster to take defensive
action last week was Reuel H. Musselman,
operating WSAN Allentown. He announced
the station would not carry advertising copy
promoting Sunday hours by stores not
deemed to be handling "necessaries of life."
Taking an opposite position was WKAP
Allentown, which carries a schedule of 35
five-minute participating spots a week.
WKAP carried Two Guys copy last week
saying the store would be open Sunday.
Harrington Adams, deputy Attorney Gen-
eral of Pennsylvania, told Broadcasting
the complaint to be filed in Dauphin Coun-
ty was general in its language but was di-
rected mainly at the Two Guys store. He
said his office is not interested in shutting
down radio or tv stations or newspapers.
He refused to give any view on the WSAN
position that broadcasting of copy dealing
with Sunday store opening might be a con-
spiracy to violate a law.
Sunday enforcement was arousing mo-
mentum in Dauphin County where Harris-
burg, state capital, is located. Both county
and city officials have indicated they will
enforce the Blue Laws.
Last week a score of employes of the
Two Guys store outside Allentown were
found guilty of working Dec. 8. Alderman
Thomas Miller of Allentown sentenced
them to pay $4 and costs or serve six days
in jail. George Joseph, attorney for the
store, announced he would fight the sen-
tences.
The text of Pennsylvania Public Law 872,
Sec. 699.4, enacted in 1794 and re-enacted
in 1939, follows:
Whoever does or performs any worldly em-
ployment or business whatsoever on the Lord's
Day, commonly called Sunday, works of neces-
sity and charity excepted, or uses or practices
any game hunting, shooting, sports or diversion
whatsoever on the same day not authorized by
law, shall upon conviction thereof in a summary
proceeding be sentenced to pay a fine of $4
for the use of the Commonwealth or in default
of the payment thereof shall suffer six days
in prison.
Nothing herein contained shall be construed
to prohibit the dressing of victuals in private
families, baking houses, lodging houses, inns and
other houses of entertainment for the use of
sojourners, travelers or strangers or to hinder
water men from landing their oassengers, or
ferrymen from carrying over the water travelers
or persons removing with the r families on the
Lord's Day, commonly called Sunday, nor to the
delivery of milk or the necessaries of life before
9 of the clock in the forenoon nor after 5 of the
clock in the afternoon of the same day.
WAAF Chicago Tries New One:
Spots That Are Barely Audible
WAAF Chicago has devised a series of
what may properly be called "Whispering
Smith" spots — and they're generating con-
siderable client and listener response.
Late last month, the 1 kw daytime inde-
pendent station conceived the idea of airing
whispered commercials listeners could hear
— perhaps not the first or second time on but
certainly the third. Thomas L. Davis,
WAAF general manager, describes the tech-
nique as "pseudo-psychological or pseudo-
subaudible." It has nothing to do with sub-
liminal methods, he claims [Special Re-
port. Dec. 2; Stations, Nov. 18].
WAAF currently is utilizing its technique
20 minutes after and 10 minutes before
each hour. The pitch tells listeners . . .
"WAAF — 950 on your dial," "Oklahoma
Gas is best" or "Fresh up with Seven-Up."
The commercials are whispered in three
tone levels put on tape and aired within less
than 60 seconds. The listeners are not apt
to hear the first or second too clearly but are
certain to catch the third, and, moreover,
may even wait in expectancy.
Mr. Davis described the method as a
"new, low-pressure approach to selling ra-
dio" and as being still experimental. "If it
sells and brings results," Mr. Davis said, "it
will be adopted as a station policy." Already,
the technique has brought in some 600-700
responses, most approving.
Thus far, the pitches have been offered to
Oklahoma Oil Co., a station client, without
additional compensation, and to Seven-Up
Bottlers of Chicago as a "come on" for
new business. No schedule of rates has been
worked out with Oklahoma's agency Mary-
land Adv., Chicago. Local Seven-Up account
is handled by Guenther-Bradford Co., also
Chicago.
Capital Cities Tv Puts
52,000 Shares on Block
Capital Cities Television Corp. (Lowell
Thomas, Frank M. Smith, J. Floyd Fletcher
and Harmon L. Duncan interests) has of-
fered 52.000 shares of common stock on
the public market. The $1 par value stock
is offered at $5.75.
The Capital Cities company owns WROW
and WTEN (TV) Albany, N. Y. (formerly
WCDA [TV]), WCDB (TV) Hagaman,
N. Y., WCDC (TV) Adams, Mass., and
WTVD (TV) Durham, N. C. All are or will
be CBS affiliates.
WTEN received FCC authority to oper-
ate temporarily on ch. 10 Vail Mills, N. Y.
(an Albany suburb), pending the outcome
of a comparative hearing for that vhf chan-
nel, which was assigned to the Albany area
last year and reaffirmed this summer.
Last week the Commission authorized the
continuance of ch. 41 WCDA (TV) Albany
as a dual operation with ch. 10 WTEN
until Jan. 15 to maintain service until the
kinks in the new ch. 10 are ironed out.
Satellite ch. 29 WCDB has ceased opera-
tion. Satellite ch. 19 WCDC is being con-
tinued.
The Commission also last week turned
down a request by WVET-TV Rochester,
N. Y., for a stay of the FCC's grant to
WTEN to operate on ch. 10 in the Albany
area pending the outcome of the hearing.
WVET-TV is an applicant for the ch. 10
assignment.
The merger of Hudson Valley Broadcast-
1 . . JMjt M W I '
DRAWING near its early 1958 target date, KRSD-TV Rapid City, S. D., reports
construction well along on its new plant. The one-story building started in September,
will house studios of both the tv outlet and KRSD Radio. KRSD-TV will telecast
on ch. 7 with 30 kw and is affiliated with NBC. It is owned by John and Harry
Daniels of Deadwood, S. D., and Eli Daniels of Rapid City, who also have a permit
for ch. 5 KDSJ-TV Deadwood.
Page 56
December 23, 1957
Broadcasting
ing Co. (WTEN and satellites) and Durham
Television Inc. (WTVD) took place last
August. It followed the purchase of WTVD
by Messrs. Thomas and Smith and associates
last spring for $1.5 million, with Messrs.
Fletcher and Duncan retaining 25%.
Capital Cities is authorized to issue 2
million shares of common stock. There are
1.05 million shares outstanding and 18,000
reserved for warrants.
It is estimated the 52,000 shares being
offered publicly will bring in $299,000, with
$6,500 to go to the underwriters (Harold
C. Shore & Co., New York, and First
Securities Corp., Durham, N. C.) as com-
missions. The proceeds of $292,500 will be
used, the offering circular noted, to pay off
a $220,000 bank loan made by the Bankers
Trust Co., New York, and for working
capital.
Mr. Thomas owns 18.5% of Capital Cities
and Mr. Smith 13.9%. Other major stock-
holders are Messrs. Fletcher and Duncan,
each owning 4.1%. Mr. Smith, who is presi-
dent of the Capital Cities company, is also
a one-third owner of WCNS-TV Baton
Rouge, La.
Balance sheets as of June 30 show that
Hudson Valley Broadcasting Co. had total
assets of $1,184,150, with current assets
of $466,071. Current liabilities were $619,-
175, and long term obligations, $1,274,885,
with a deficit of $852,218. Durham Tele-
vision as of the same date showed total
assets of $2,174,990, with current assets
of $327,687. Current liabilities were $324,-
357, with long term debt, $1,623,724, and
a deficit of $15,409.
Hudson Valley had a net deficit, after
taxes, of $406,969 in 1955, of $139,244 in
1956 and a net profit after taxes of $60,871
in the first six months of this year.
Durham Television Inc. (WTVD owner)
had a net income, after taxes, of $33,140 in
1955, $73,076 in 1956, and a deficit of
$13,300 for the first six months of 1957.
Capital Cities' pro forma balance sheet as
of Sept. 30 of this year indicates total
assets of $3,136,730, with current assets
of $563,484. Current liabilities are listed as
$683,729, and long term obligations at
$1,185,174. The deficit is listed as $882,571.
Ground Broken for KHUM-TV
California-Northwest Broadcasting Co.
has broken ground for construction of
KHUM-TV Eureka, Calif., and expects to
be ready for operation early next year.
Studios, offices and transmitter for the ch.
6 station will be housed in a tri-level build-
ing on Humboldt Hill, six miles south of
Eureka.
Carroll R. Hauser, owner of KHUM
Eureka and president of KVEN Ventura,
Calif., is president of KHUM-TV. Vice
president is George C. Fleharty, president
of Shasta Telecasting (KVIP-AM-TV Red-
ding, Calif., 50% owner of KHUM-TV)
and mayor of Redding. Mr. Hauser will
direct local operations in Eureka and Mr.
Fleharty national and regional sales. The
George P. Hollingbery Co. will represent
both KHUM-TV and KVIP-TV for national
sales. The two stations will maintain a pro-
gram-sales affiliation.
Eochesterians Know
WHAFS 11 HUM!
Of all the things flying about the air, these
days, the ones that interest Rochesterians
most are the fine programs (the best of CBS
and ABC!) carried by Channel 10! That's
why most Rochesterians prefer to tune in
Channel 10 when they seek a pleasant eve-
ning's entertainment. — That's why smart
sponsors buy the "Big 10" in Rochester, N. Y.
NATIONAL REPRESENTATIVES:
THE BOLUNG CO. (WVET-TV)
EVERETT-McKINNEY (WHEC-TV)
Broadcasting
December 23, 1957 • Page 57
STATIONS CONTINUED
CHANGING HANDS
ANNOUNCED The '0"0B"'"« sales of
m^iiwwiiwi.v station interests were
announced last week. Both are subject to
FCC approval.
KFOX LONG BEACH, CALIF. • Sold to
Kenyon Brown and Kevin B. Sweeney by
Arthur B. Hogan for approximately $700,-
000, of which $100,000 is cash. Mr. Brown
owns 68%; Mr. Sweeney 32%. It is under-
stood that Mr. Brown may split his share
among associates Harry L. (Bing) Crosby,
George L. Coleman and Joseph A.
Thomas. The Brown group also equally
owns KCOP (TV) Los Angeles, which it
bought for $4 million from Copley Press
owners in a transaction approved by the
FCC two weeks ago [Stations, Dec. 16].
The same Brown group sold KFEQ-AM-TV
St. Joseph, Mo., to the Fine theatre interests
for almost $1 million late last summer [Sta-
tions, Aug. 26]. Last October, Mr. Brown
received FCC approval to sell KWFT
Wichita Falls, Tex., to F. L. and Geraldeane
J. Whan, Ben Ludy and others for $300,000
[Stations, Oct. 28]. He also sold KB YE
Oklahoma City to Alfred Zugsmith and as-
sociates last summer for $90,000. Mr. Brown
owns KANS Wichita, Kan. and 22.15% of
KGLC Miami, Okla. Mr. Sweeney is presi-
dent of Radio Advertising Bureau. KFOX
operates full time on 1280 kc with 1 kw. It
was bought by Mr. Hogan in 1956 for
$536,000.
KBYE OKLAHOMA CITY, OKLA. • Sold
to Kevin B. Sweeney, Glenn Griswold and
F. F. (Mike) Lynch by Albert Zugsmith and
associates for approximately $180,000. Mr.
Zugsmith and his group bought KBYE from
Kenyon Brown and associates last summer
for $90,000. Mr. Sweeney, president of Ra-
dio Advertising Bureau, is also 32% owner
of a company buying KFOX Long Beach,
Calif, (see above). Mr. Griswold was gen-
eral manager of KFEQ-AM-TV St. Joseph,
Mo., and Mr. Lynch is general manager of
KBYE. Mr. Sweeney will own 36% of
KBYE, Mr. Griswold 18% and Mr. Lynch
28%. H. J. Cole, station accountant, retains
his 18% interest. KBYE is a 1 kw day-
limer on 890 mc.
APPROVED
The following transfers of
station interests were ap-
proved by the FCC last week. For other
broadcast actions see For the Record,
page 87.
WHOO-AM-FM ORLANDO, FLA. • Sold
to Ted Estabrook by Edward Lamb for
$222,500 cash or $250,000 over a ten-year
period. Mr. Estabrook is the former owner
of WERI Westerly, R. I., which he sold to
William Sweeney for $74,000. Mr. Lamb
continues to own WICU-AM-TV Erie, Pa.,
holds a cp for WMAC-TV Massillon, Ohio,
and is the prospective purchaser of WTVQ
(TV) Pittsburgh (cp for ch. 47). WHOO
operates on 990 kc with 10 kw day and 5
kw night, is affiliated with ABC.
KGA SPOKANE, WASH. • Sold to Gran
Broadcasting Co. by Bankers Life and
Casualty Co. for $250,000. Gran Broadcast-
ing is owned by L. F. Gran (80%) and
TRACK RECORD ON STATION SALES, APPROVALS
others. Mr. Gran is 11.5% owner of Illiway
Television Inc., applicant for ch. 8 at
Moline, 111.; 25% partner of Rex Television
Co., applicant for ch. 10 at Duluth, Minn.
KGA operates on 1510 kc with 50 kw, is
an ABC affiliate.
WAND CANTON, OHIO • Sold to Dover
Broadcasting Co. by P. C. Wilson for $150,-
000. Dover Broadcasting is owned by Mrs.
Agnes J. Reeves Greer (99%). Mrs. Greer
is president and 50.841% stockholder of
WAJR-AM-FM Morgantown, W. Va., presi-
dent and 99% stockholder of WJER Dover,
Ohio, is licensee and permittee, respectively,
of WKJF (FM) and WKJF-TV Pittsburgh,
Pa. WAND operates on 990 kc with 500 w
day. On this approval, Comr. Robert T.
Bartley voted for a McFarland letter.
WROD DAYTONA BEACH, FLA. • Sold
to Radio of Daytona Inc. by John S. Murphy
and James F. McDonough for $145,000.
Radio Daytona comprises Morton Bassett,
John Blair & Co. (80%) and Mr. Mc-
Donough (20%). Mr. McDonough remains
in executive capacity. WROD operates on
1490 kc with 250 w.
KBTM-AM-FM JONESBORO, ARK. •
Sold to Alan G. Patteson Jr. and Matthew
Carter Patteson, equal partners, d/b as Pat-
teson Brothers, for $110,000. KBTM, an
MBS affiliate, operates on 1230 kc with
250 w. KBTM-FM is on 101.9 mc with
8 kw.
WCOS-AM-FM COLUMBIA, S. C. • Sold
to George H. Buck Jr. by Charles Pittman
for $107,500. Mr. Buck and his father
George H. Buck Sr., are majority owners
of WJNO West Palm Beach, Fla. WCOS,
an ABC affiliate, operates on 1400 kc with
250 w. WCOS-FM is on 97.9 mc with 5.3
kw.
San Diego Ams, AFTRA in Talks
Negotiations have begun between AFTRA
and five San Diego radio stations — KFMB,
KFSD, KCBQ, KSDO and KGB— for a
new contract to replace the present one,
which expires Jan. 31, 1958.
Wage demands and the union pension
and welfare plan are the main terms of
discussion, Claude McCue, western regional
director of AFTRA, said Thursday. He
added that "there is no progress to report
as yet." Negotiations are being carried on
jointly with all five radio stations, he said.
The present base wage for announcers at
these stations is $105 for a five-day, 40-
hour week.
Unfair, KITE Says
Of Hooper Exclusion
KITE San Antonio asked C. E. Hooper
Inc. last week to "get your big heel off our
little neck."
The statement was in a protest against
the omission of KITE ratings from Hooper's
October San Antonio report. Hooper deleted
the ratings because during the survey period
KITE conducted promotion that would tend
to inflate them, Hooper said [Advertising
& Agencies, Dec. 9].
Charles W. Balthrope, KITE president,
wrote Hooper that the station's telephone
promotion "does not constitute any efforts to
inflate your survey. . . . The exact phrasing:
'When the voice on the telephone says
are you listening to your radio and it's
KITE calling, you may win a big prize. . . .'
"In this, we clearly identify ourselves as
calling our listeners and offering them a
prize. We do not attempt to confuse listeners
by saying we are a survey. We say, when
KITE calls you may win a prize. That
simply states a broad technique engaged in
one way or another by many stations whom
you do not penalize by omitting ratings.
"I don't see how you can consider it fair
to penalize a station by omission of ratings
simply because your interviewers get vague
replies. This is not a fault of the station,
and yet you have hurt us from a business
standpoint by omission of the ratings, and
more particularly by branding KITE as
guilty 'of alleged [unfair] promotions. . . .' "
Hooper officials had said, when omission
of the KITE ratings was disclosed, that they
didn't like survey-week promotions which
might produce "typical" results, but that
they did not omit ratings if the promotion
required people to actually listen in order
to win. It is when the promotion is such that
WJBF (TV) AUGUSTA, GA., is settled now in its new studios and offices, built to
replace studios destroyed by fire in 1956. The $350,000 plant occupies a two-acre
plot in downtown Augusta and offers 20,000 square feet of working space. The sta-
tion also has put up a new transmitter plant and tower eight miles east of Augusta.
Page 58
December 23, 1957
Broadcasting
Pushbutton TV recording has arrived!
Independent and Network stations are now taking delivery on Ampex "Videotape"* Recorders, and the long
expected "quality" revolution is here. For they record the full, linear grey scale on magnetic tape — and play-
backs look live!
Pushbutton operation too! Handle like standard tape recorders. Tape travels only 15 inches per second, packing
64 minutes of picture and synchronized sound into a 12 V2" feel. Has all the advantages and economies of tape
recording, too... tapes can be played back immediately, or re-used again and again.
You can now buy the "Videotape"* Recorder, and all other Ampex professional equipment, on a factory-direct
basis. For complete information, write to the address below.
YOU BENEFIT BY DEALING DIRECT
• PERSONAL CONTACT WITH AMPEX THROUGH FIELD SALES ENGINEERS
• COMPLETE PRODUCT INFORMATION AND INSTALLATION SERVICE
Ampex
CORPORATION
professional
products division
NEW YORK, CHICAGO, LOS ANGELES, DALLAS, WASHINGTON D. C, DETROIT, SAN FRANCISCO 850 CHARTER STREET
REDWOOD CITY. CALIF.
STATIONS CONTINUED
people can say they're listening, whether
they are or not, that confusion develops
and ratines are omitted, they explained. Last
week, after the Balthrope letter, they re-
stated this position.
They also said they had a technique which
they hoped would solve the problem.
Omitting KITE and other stations where
thev feel promotions inflate ratings, they
said, "is purely a matter of our inability,
during the period in question, to distinguish
between actual listening and people who say
they are listening but are not.
"Beginning with December, we have a
technique whereby we think we can distin-
guish between liars and listeners. When we
call a number, the first thing we say is 'this
is a Hooper survey,' with more emphasis
than u«ual on the 'Hooper.' We then make
very clear that we are not engaged in a pro-
motion and that the person we're calling
definitely will not get a prize or anything
else for answering our questions."
Authorities said that in one instance
where this was tried the station pot a 29
ratine as against a 49 when the interviewing
was done by conventional methods. The
station had a 22 before the promotion
started, and the Hooper company feels the
revised technique eliminated most or prac-
tically all of the "inflation."
In his letter Mr. Balthrope asked: "If you
are going to damage business for us by im-
plying we are rat operators, why don't you
be fair about it?" He suggested that Hooper
carry notations on all survey-week promo-
tions, but also carry the ratings of all sta-
tions "instead of pointing a finger at only
one station." He also offered to "help your
interviewers pin down the details" of special
promotions conducted by KTSA and KONO
San Antonio.
Hooper officials maintained, however,
that the KTSA and KONO promotions re-
quired actual listening — that members of
the audience could not win anything unless
they did listen.
WBLN (TV) Returns to Air
Off the air nearly 10 months because of
financial difficulties, WBLN (TV) Blooming-
ton, 111., resumed operation this month on
ch. 15.
WBLN has been emphasizing film shows
and local programs, including news, weather
and sports fare, according to Worth Rough,
station manager. It is operating seven days
weekly, Sunday-Friday, 5:30 p.m. -12 mid-
night and Saturdays from 5 p.m.
WBLN's new staff includes Willard
Nichols, sales manager, and Warner Tide-
mann, formerly of WJBC that city, pro-
gram and news director.
WBZ-FM Makes Bow on 106.7 Mc
WBZ-FM Boston has completed its first
week of broadcasting on 106.7 mc, accord-
ing to Paul E. Mills, general manager of
WBZ-AM-FM and WBZA Springfield, Mass.
The new station went on the air Dec. 15
with a daily 5 p.m. -midnight schedule of
"fine music." Using the WBZ-TV tower at
Needham, Mass., WBZ-FM claims coverage
over a radius of 75 miles from Boston, an
area of more than 4 million population.
DATELINES
Newsworthy News Coverage by Radio and Tv
m
MOUNT VERNON — This Illinois town re-
lied on KMOX St. Louis for emergency
information when the Wednesday afternoon
tornados knocked out WMIX Mount Ver-
non, it was reported Thursday. The CBS-
owned St. Louis station was able to leap
into the breach because Chet Mangner,
KMOX farm director, was in Mount Vernon
on a speaking engagement when the unsea-
sonal twister struck. It had the only direct
reports from the stricken town 75 miles
away, it claimed.
Mr. Mangner drove five miles to find a
working telephone and give the report to
Steve Rowan, KMOX night news director.
He followed up with hospital reports and
reports from city officials assessing the
damage, which later was put at 10 killed,
110 injured and $6 million in property dam-
aged. Mr. Rowan and KMOX night person-
ality Harry Fender broadcast emergency
information through the evening until the
all-clear signal was given.
As KMOX and the area prepared for
more tornadoes Thursday evening, the sta-
tion said listeners are putting to use the
disaster card offered by the station last
spring at the height of the storm season.
KMOX also referred to FCC conversion of
Conelrad to storm duty, effective Jan. 1,
at the suggestion of KMOX and others
[Government, Dec. 16].
CAPE CANAVERAL — The Atlas interconti-
nental missile test last week gave the station-
network team of NBC and WFGA-TV Jack-
sonville, Fla., another chance to try out
rocket coverage machinery, which first was
set up to cover the Vanguard satellite launch-
ing attempt Dec. 6. WFGA-TV News Di-
rector Harold Baker and Program Manager
Rusty Bruton, working with NBC news
staffer Roy Neal, have been originating net-
work reports on the activity 100 miles down
the cape, flying newsfilm out of the scene
as soon as it is shot. Jim Kitchell has been
coordinating the job from NBC New York.
PACIFIC OCEAN — Although weather got in
the way of a Navy missile test at sea off
Anacapa Island earlier this month, KUDU
Ventura, Calif., counts its shipboard cov-
erage a success. To get reports back to land
from The Norton Sound, Navy missile re-
search ship, KUDU's Volkswagen mobile
unit was hoisted aboard and lashed to the
deck of the 540-foot craft. Dick Buffum,
station news editor, broadcast running re-
ports by shortwave (with FCC permission)
during the storm-tossed, six-hour voyage.
Unfavorable weather caused the Navy to
call off the "Terrier" firing before the count-
down was over, but radio listeners in the
interim got a close-up of Navy guided mis-
sile research at sea, according to KUDU
Station Manager Hugh Wallace.
WASHINGTON — The Odyssey of Joe Biggs,
temporary Post Office employe who carried
the mail to New York himself via truck in-
stead of trusting the railway, first was un-
covered by Joe Phipps, news director of
WWDC Washington, it has been acknowl-
edged. Mr. Phipps is credited by the AP,
Washington, with passing along the feature
tip, which represented, according to one
AP editor, "a pretty fair sample of his tips."
The mix-up, in which Mr. Biggs misunder-
stood an order to dump the mail at the
railway station, got wide play in the news.
RAB's Sweeney to Be Partner
In Purchases of KFOX, KBYE
Kevin B. Sweeney, president of Radio Ad-
vertising Bureau, moved into station owner-
ship last week, with the acquisition of a 32%
interest in the company buying KFOX Long
Beach, Calif., and a
36% interest in the
group buying KBYE
Oklahoma City,
Okla. (see page 58).
Mr. Sweeney re-
ceived permission
from the RAB board
two years ago to
make station invest-
ments. He has no in-
tention of operating
the stations himself,
MR. SWEENEY k was indicated.
Before becoming head of RAB in 1954
(he joined RAB in 1951), Mr. Sweeney was
a sales executive with Don Lee Network,
KFI-AM-TV Los Angeles and with CBS
and CBS' Housewives Protective League
in Los Angeles.
WPAC Extends Operation with Fm
WPAC Patchogue, New York, has an-
nounced addition of WPAC-FM to broad-
cast simultaneously with WPAC-AM and
Page 60
December 23, 1957
extend programming of the daytime station
to 9 p.m. WPAC-FM is operating on 106.1
mc with 15 kw. Temporarily during the
Christmas season the Long Island fm is
broadcasting a special Christmas music
schedule for shoppers and home listeners.
The two stations will start simultaneous
programming the first of the year.
Porter Announces WMMS Staff
Winslow T. Porter, former general man-
ager of WHYL Carlisle, Pa., and now owner
of WMMS Bath, Me., has completed top-
level staffing of the new station with the
following:
Mark Roman, program manager, for-
merly of WCUE Akron, Ohio; W. H.
Prosser, news and continuity director, a
published novelist who formerly worked for
Boston and New York advertising agencies;
Lew Colby, promotion manager, formerly
of WNDU-AM-TV South Bend, Ind.; Dr.
Harry F. Hinckley Jr. (orthopedic surgeon),
chief engineer, and Eleanor M. Brice, sales
representative, formerly in the promotion
department of Monsanto Chemical Co.
The 11 -week-old station has joined the
Lobster Network, Mr. Porter also an-
nounced. WMMS ("Where Most of Maine
Is Served") operates on 730 kc with 500 w,
daytime.
Broadcasting
Season's Greetings * American Society of Composers, Authors and Publishers
Broadcasting
December 23, 1957 • Page 61
Funny!
will they
But—
all laugh?
TV comedy is not a funny business.
What seemed hilarious at a story
conference can fall flat at airtime.
Film can help here— in many ways !
With film, pre-testing is easy . . .
laughs can be measured,
highlighted— "fluffs" cut out ...
stations and time lined up with
far more control. That's why
a good comedy show is a better
comedy show on EASTMAN FILM.
For complete information write to:
Motion Picture Film Department
EASTMAN KODAK COMPANY
Rochester 4, N. Y.
East Coast Division
342 Madison Ave.
New York 1 7, N. Y.
Midwest Division
1 30 East Randolph Drive
Chicago 1, III.
West Coast Division
6706 Santa Monica Blvd.
Hollywood 38, Calif.
or W. J. GERMAN, Inc.
Agents for the sale and distribution of
Eastman Professional Motion Picture Films,
Fort Lee, N.J.; Chicago, III.; Hollywood, Calif.
Be sure to sh
You'll be glad
GOVERNMENT
FUND FOR REPUBLIC TO PROBE TV
• Mass media project will analyze government-tv relationship
• Then it will study free speech application to tv, FCC role
The Fund for the Republic will embark
on a "study" of the tv medium.
In announcing the fund's decision last
week, Robert M. Hutchins, president, noted
that two "additional projects" are to be
carried out as parts of the fund's continuing
study of a free society.
One of the projects will deal with the
mass media of communication (beginning
with tv) and the other will be devoted to
political parties, pressure groups and pro-
fessional associations.
Thus, the fund, an independent non-
profit institution set up originally with Ford
Foundation millions, can be added to a
lengthening list of groups inquiring into
television, though nearly all of them have
been confined heretofore to congressional
and governmental inquiries.
The mass media project, according to
Mr. Hutchins, will begin with an "analysis
of the relationship between government and
television." The project, he said, will in-
clude a study "of the application of the
First Amendment's guarantees of free speech
to the medium of television and an analysis
of the role of the FCC as a regulatory body
in this field."
To underscore tv's importance to society
(and to the fund), Mr. Hutchins observed:
"Surveys have shown that people spend
more time with television than with maga-
zines, newspapers and radio combined.
"The latest estimates indicate that more
than 41 million American homes have tel-
evision sets and these sets are in operation
several hours a day. It has become increas-
ingly clear that television is having a tre-
mendous impact on our society."
As yet, no budget has been set for the
project. Originally the fund was set up in
1951 with a $1 million appropriation of the
Ford Foundation. Subsequently (February
1953), the foundation allocated an additional
$14 million to the fund. (It was at that
time the fund assumed a completely inde-
pendent status.)
The tv project is an outgrowth of a rec-
ommendation by the fund's "Committee of
Consultants on the Basic Issues." The fund
Thursday turned down a Broadcasting
request for a copy of the original recom-
mendation, noting that it is for "internal"
use.
Members of the consulting committee
included A. A. Berle Jr., an attorney in
New York, author and former assistant sec-
retary of state; Scott Buchanan, philosopher-
author and former dean of St. John's Col-
lege; Eugene Burdick, political scientist at
the U. of California and novelist; Eric F.
Goldman, Princeton U. professor and Ban-
croft Prize winner;" Clark Kerr, chancellor,
U. of California at Berkeley and labor
economist; Henry R. Luce, editor-publisher
Life, Time and Fortune; John Courtney
Murray S.J., theologian at Woodstock
College and editor of Theological Studies;
Reinhold Niebuhr, vice president and grad-
uate professor, Union Theological Seminary;
Isidor I. Rabi, Nobel Prize physicist and
chairman, general advisory committee,
Atomic Energy Commission, and Robert
Redfield, U. of Chicago professor of anthro-
pology.
Named "especially responsible for the
mass media study" is Mr. Goldman, at one
time a member of Time's editorial board.
Among the books he has written are Rende-
vous With Destiny and The Crucial Decade.
Three members of the fund's board of di-
rectors will act as liaison directors on the
project: Alicia Patterson, editor and publish-
er of Newsday; Bruce Catton, editor, Ameri-
can Heritage magazine, and Harry S. Ash-
more, executive editor, Arkansas Gazette.
The fund's staff director for the project
will be Frank E. Kelly, a vice president who
served as U. S. director of the International
Press Institute's study of world news in 1953.
Mr. Kelly said plans are underway for
meetings and conferences to take place prob-
ably next month. At that time a blueprint
for study will be made. Most likely, the fund
first will review reports already issued and
relating to the application of the free speech
amendment to tv. The group also can be
expected to review studies and reports of
congressional committees and others.
The objective of the study is to digest all
available material and see what points have
been covered which "need to be developed
and clarified."
The fund's reports in past years have
carried in their listings a project entitled
"Commission on Performance of Mass
Media," described as "for exploration of a
continuing agency to appraise the perform-
ance of the media of mass communica-
tion."
The fund in May 1955 authorized $25,-
000 for this project. Basically, the Fund for
the Republic itself is dedicated to freedoms
and civil liberties. It was founded to "sup-
port activities directed toward the elimina-
tion of restrictions on freedom of thought,
inquiry and expression in the U. S. and the
development of policies and procedures best
adapted to protect these rights in the face
of persistent international tension."
WWLP (TV) Plan Comments Asked
The FCC last week invited comments by
Jan. 17, to the petition by Springfield Tele-
vision Broadcasting Corp. (WWLP [TV], ch.
22) Springfield, Mass., to substitute ch. 15
for ch. 75 in Concord, N. H., ch. 21 for
ch. 15 in Portsmouth, N. H., ch. 75 for
ch. 30 in St. Johnsbury, Vt., ch. 69 for ch.
74 in Bennington, Vt., and give ch. 74 to
Springfield, Vt.
It also denied the petition by Telecasting
Inc. (WENS [TV] ch. 16) Pittsburgh, Pa.,
for rule making to add a fourth commercial
vhf channel to the Pittsburgh area by (1)
shifting ch. 9 from Steubenville, Ohio, to
Pittsburgh, and ch. 16 from Pittsburgh to
Steubenville, or (2) adding ch. 6 to Pitts-
burgh by deleting ch. 12 from both Erie,
Pa., and Clarksburg, W. Va., and adding it
December 23, 1957 • Page 63
GOVERNMENT continued
to Cleveland-Akron, Ohio (as well as to
Johnstown-Altoona), deleting ch. 8 from
Lancaster, Pa., and adding it to Philadelphia-
Wilmington-Camden-Atlantic City.
Van Volkenburg Heads Applicant
For Ch. 10, St. Petersburg, Fla.
Jack L. Van Volkenburg, president of
CBS-TV from 1952 to the end of 1956, is
the president-general manager and one of
the principal stockholders in an application
filed last week for ch. 10, St. Petersburg,
Fla.
The application is in the name of Bay
Area Telecasting Corp. It is the fourth ap-
plication for the vhf channel, assigned to
the St. Petersburg-Tampa area by the FCC
last summer.
Besides Mr. Van Volkenburg, who holds
a 9.85% interest, other major Bay Area
stockholders are Louis Fried, 15.4%, and
Curtiss & Gross Inc., 13.53%. Mr. Fried is
sales manager, Benrus Watch Co. Curtiss &
Gross Inc. is a building construction firm.
Other stockholders include John S.
Houseknecht, formerly with Screen Gems
and William Esty Co.; Fred Waring, orches-
tra leader; Harry W. Bennett Jr., new ex-
ecutive vice president, Joseph Katz Agency
and formerly with Bryan Houston Inc. in
the same capacity; Hal James, Doherty,
Clifford, Steers & Schenfield and formerly
with Ellington & Co.; Charles T. Ayres,
ABC sales representative; and Fred C.
Hutchinson, manager, St. Louis Cardinals.
Messrs. Bennett, Houseknecht, and James
were members of the group which fought
unsuccessfully for St. Petersburg-Tampa
ch. 8 in 1954, finally granted to the Tampa
Tribune ( WFLA-AM-TV) . They also have
minor interests in WVET-AM-TV Rochester,
N. Y.
Bay Area proposes to spend $1.1 million
in building the ch. 10 facility, with $1.3 mil-
lion scheduled to be spent on operation the
first year.
FCC Grants KVIT (TV) Move
By a 4-3 vote, the FCC last week granted
KVIT (TV) Santa Fe, N. M., permission
to move its transmitter from 2.8 miles north-
west of Santa Fe to Sandia Crest, N. M.,
which is 43 miles southwest of Santa Fe and
14 miles northeast of Albuquerque. Also
approved was an increase in power from
0.324 kw to 28.2 kw.
Comrs. John C. Doerfer, Richard A.
Mack and Rosel H. Hyde dissented to the
Commission action but did not issue state-
ments. Ch. 2 KVIT, owned by Video In-
dependent Theatres Inc., is not yet on the
air.
New Deadline for Class IVs Case
The FCC has extended the deadline
date for reply comments in the local broad-
cast stations case (in which Class IV sta-
tions aspire to increase their power from
the present 250 w maximum to 1 kw) from
Dec. 12 to Jan. 13. This extension was re-
quested by Community Broadcasters Assn.,
representing some 500 out of the 900 Class
IV stations on the air. Comments were filed
with the FCC in this proceeding last month
[Government, Dec. 9].
Page 64 • December 23, 1957
WELL APPOINTED MANSION
With addition of special film-record-
ing studios in the Florida governor's
mansion, reaching the people will be
almost as simple for the chief execu-
tive as going downstairs. The gover-
nor's cabinet has appropriated $2,250
to install special wiring, lights and
acoustical facilities in an unfinished
basement. The new studios will be put
to regular use by the mansion's present
tenant, Gov. LeRoy Collins, who films
and records reports for radio and tele-
vision stations each month.
Examiner Sets Ch. 1 1 Hearing
For Remaining Fargo Applicant
With the withdrawal of Marvin Kratter
as an applicant for ch. 1 1 Fargo, N. D.,
FCC Hearing Examiner Elizabeth Smith
has scheduled a Jan. 27 hearing on the re-
maining application by North Dakota
Broadcasting Co. The hearing was ordered
to determine possible signal overlap and
concentration of control of North Dakota
stations and the circumstances surrounding
the withdrawal of Mr. Kratter, who an-
nounced his intention to drop out at a
Dec. 12 prehearing conference.
North Dakota Broadcasting (owned by
John Boler, 57%, and over 500 others)
owns KCJB-AM-TV Minot, KBMB-TV
Bismarck, KXJB-TV Valley City and KSJB
Jamestown, all North Dakota, and holds
a permit for KDHS (TV) Aberdeen, S. D.
FCC Asks Spectrum Comments
In Readying for Geneva Meet
The FCC has asked for comments by
Jan. 23, 1958, on the whole radio spectrum
from all interested persons in preparation for
the forthcoming International Radio Con-
ference scheduled for Julv 1, 1959, at Ge-
neva, Switzerland. The Commission noted
it has not yet taken any position on any of
the proposals so far drawn up by the groups
working with government-industry com-
mittees and the U. S. State Dept., and de-
clared it did not wish to do so until it had
heard from its licensees and other interested
parties.
The importance of the Geneva confer-
ence was emphasized by the FCC in its
statement: ". . . We wish to emphasize the
importance of the matters which will be con-
sidered at the forthcoming conference, and
the significant effect which changes in the
Radio Regulations may have upon Com-
mission licensees and the entire communi-
cations industry."
FTC Finalizes Universal Order
Federal Trade Commission has issued an
order to Universal Sewing Service, Cincin-
nati, to stop using bait advertising and false
claims to sell sewing machines, vacuum
cleaners and other merchandise. The action,
involving broadcast commercials and news-
paper advertisements, confirms an initial de-
cision by an FTC hearing examiner last
month. Use by Universal of the name
"Westinghouse" on Japanese sewing ma-
chines or any other product is forbidden
under the order.
FCC Members Agree
To Answer Moulder
FCC commissioners last Monday in-
formed Rep. Morgan Moulder (D-Mo.) that
they would answer questions on gifts and
benefits submitted by the House Legislative
Oversight Subcommittee chairman [Gov-
ernment, Oct. 14].
And, from his Missouri home last Thurs-
day, Rep. Moulder stated the investigative
committee now has enough material and
information to hold hearings on one or all
six of the agencies it was established to in-
vestigate. At the same time, he hit the FCC
for failing to furnish the committee's in-
vestigators with files on pending cases.
Last Monday's meeting at 5 p.m. was
held at the request of the commissioners,
who felt that it was impossible to furnish
meaningful and complete answers to the
questions [Government, Oct. 21]. One of
the principal points discussed was to what
detail the commissioners would need to go
in listing gifts, honorariums, etc., received
from Jan. 1, 1949 to the present date. Sim-
ilar questionnaires were sent to certain for-
mer commissioners, the networks, and other
industry organizations and figures.
Dr. Bernard Schwartz, chief counsel for
the subcommittee, also attended the meet-
ing and in addition spent a part of last
week working at the FCC.
Rep. Moulder said that it has not been
decided what federal regulatory agency will
be called first for hearings by the com-
mittee, which was established with a $250,-
000 appropriation last spring to determine
whether the agencies are administering the
laws as Congress intended. In addition to
the FCC, these agencies include the Federal
Trade Commission, Interstate Commerce
Commission, Federal Power Commission.
Civil Aeronautics Board and Securities &
Exchange Commission.
The chairman said he hopes to hold an
executive meeting of the subcommittee the
day after Congress returns to Washington,
which would be Jan. 8. There is a possibility,
he stated, that the first hearing will be of a
general nature (involving all six agencies)
early next month to take up the problem of
gifts, plus pressures on FCC members.
Expressing concern over these pressures —
by both industry figures and members of
Congress — Rep. Moulder said that it may
be necessary to introduce legislation de-
signed to protect the commissioners. (Dur-
ing the last session of Congress, Sen. Henry
Jackson [D-Wash.] introduced S 2462, which
would make it a crime to attempt to influ-
ence "adjudication" by independent regu-
latory agencies.)
On the question of pending files, Rep.
Moulder said the committee has no inten-
tion of trying to influence a Commission
decision in any way, but at the same time
it is entitled to see all records. This, he
felt, brings up the old, unanswered question
of whether an agency can withhold infor-
mation from Congress.
Broadcasting
AUTo»lATlc
V,°EO LEVEL
PONT"oc unit
Have YOU
Heard About It?
• Self contained power supply
■ Requires only 5%" rack space
Instantaneous control and constant video
output
Eliminates manual video level adjustment
Automatically adjusts videcon tube and video
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amplifier for optimum performance
Can be used with any vidicon equipment using
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Eliminates need for special control of slide
development.
Old, new or color film can be used without
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Broadcasting
December 23, 1957 • Page 65
GOVERNMENT continued
FCC ASKS VIEWS
ON DBA PETITION
• Daytimers ask longer hours
• Move follows Senate 'order'
Three months after receiving a Senate
"order" to take action, the FCC last week
invited comments on a petition by Day-
time Broadcasters Assn. for extended hours
of operation.
Specifically, the DBA proposal asks that
daytime stations be permitted to operate
from 5 a.m. or local sunrise (whichever is
earlier) to 7 p.m. or local sunset (whichever
is later). Current rules require them to sign-
on no earlier than sunrise and sign-off no
later than sunset. Respondents were given
until March 18, 1958, to comment.
Last September, a Senate Small Business
Subcommittee headed by Sen. Wayne Morse
(D-Ore.) severely criticized the Commission
for inactivity on the DBA petition, filed
Dec. 9, 1955 [Government, Sept. 16]. The
subcommittee's report accused the FCC of
"unwarranted and inexcusable delay"; fa-
voring "dominant" members of the indus-
try; being unfair to daytime broadcasters,
and an "attitude of indifference and negative
approach."
In its order, the FCC pointed out that
the proposal has a definite bearing on two
other pending cases — the clear channel and
daytime skywave proceedings. At issue in
these cases is the utilization of clear channel
stations to serve extensive rural and sparsely
populated areas at night and whether sky-
wave radiations during the pre-sunset and
post-sunrise hours necessitate added restric-
tions on daytime stations.
A third factor to be considered, the Com-
mission said, is the implication of the DBA
proposal in relation to North American
Regional Broadcasting Agreement. There
now are approximately 1,300 daytime sta-
tions on the air, 800 assigned to regional
channels, 100 to U. S. clear channels and
400 to clear channels on which other North
American countries have priority.
When the current NARBA came up for
Senate ratification last summer, a powerful
opposition witness was Ray Livesay, WLBH
Mattoon, 111., and DBA board chairman
[Government, July 15]. On the strength
of Mr. Livesay's testimony, according to
Comr. Rosel Hyde, the Senate failed to
ratify NARBA [Government, Aug. 19].
The DBA proposal, the Commission said,
raises the question whether the public inter-
est would be better served by permitting
all daytime stations to broadcast after local
sunset and before local sunrise despite re-
sultant interference to unlimited time sta-
tions, or whether the public interest would
be better served by retaining the present
rules forbidding the operation of daytime
stations during the nighttime hours.
In this respect, the FCC asked that com-
ments include "reasonably complete and
accurate data indicating:
"(a) The times during which, the areas
in which and the populations for which
LIBRARIAN of Congress L. Quincy
Mumford (r) looks at one of 397 reels
of tape being presented him by Arthur
Hull Hayes, president of CBS Radio.
The tapes represent a complete record
of CBS broadcasts May 13-26 and are
being added to the library's audio-
visual reference collection. Programs
during the two weeks included two
reports by President Dwight D. Eisen-
hower, news, documentaries, music
from abroad and a Democratic politi-
cal quiz featuring Adlai Stevenson,
Harry Truman and other party leaders.
the DBA proposal would result in added
primary service.
"(b) The extent to which such primary
service gains would occur where no other
primary service is available (1) from any
other station and (2) from any other sta-
tion located in the same city or town.
"(c) The periods during which, the areas
in which and the populations for whom
primary service available under present rules
would be subjected to objectional interfer-
ence [to the signals of clear channel sta-
tions].
"(d) The extent to which the foregoing
losses of service would occur in areas and
for populations receiving no other primary
service.
"(e) A showing similar to (c) and (d) with
respect to losses of skywave service within
the 0.5 mv/m 50% skywave contours of
Class I stations.
"(f) The extent to which limitations set out
in the . . . international agreements would
be infringed.
"(g) Views of the parties concerning the
need for the additional services which would
be made possible by extending the hours of
operation of daytime stations and the effect
on the public interest of the consequent
losses of service from other classes of sta-
tions."
In related DBA petitions regarding the
clear channel and daytime skywave proceed-
ings, the Commission (1) granted a DBA re-
quest to consolidate that portion of the
clear channel case dealing with daytime sta-
tions operating on clear channels with the
DBA rulemaking; (2) granted a request to
defer action on certain proposed restrictions
on the daytime skywave radiations toward
protected clear channel stations; (3) denied
a request to consolidate the DBA and sky-
wave proceedings; (4) denied a petition to
dismiss the clear channel proceedings, and
(5) denied a request to terminate the freeze
on the assignment of daytime stations on
clear channels.
Comr. Robert E. Lee dissented to the
Commission order instituting rulemaking on
the DBA petition.
Magnuson Promises
Further Tv Probing
"Further inquiry into television" is ex-
pected to occupy a prominent place in the
work of the Senate Interstate & Foreign
Commerce Committee during the coming
session of Congress, according to Chairman
Warren G. Magnuson (D-Wash.).
In a statement being released today
(Monday), Sen. Magnuson outlined the
plans of the committee for 1958. He ex-
pressed hope the report on proposed real-
location of the television frequency, pre-
pared by a special committee headed by Dr.
Edward L. Bowles of Massachusetts Insti-
tute of Technology, would be ready early
in the second session of the 85th Congress.
Preliminary drafts of this report have been
in the hands of committee members several
months, with some unofficially expressing
disapproval of certain conclusions therein.
The question of pay tv will receive "seri-
ous attention" from the Commerce Com-
mittee, the chairman said. While acknowl-
edging that several members of the commit-
tee are opposed to toll tv, Sen. Magnuson
said he believes the proposal should be
given a fair trial to determine whether it
will be approved by viewers. Sen. Strom
Thurmond (D-S. C), a committee mem-
ber, last session introduced a bill (S 2268)
which would prohibit pay tv and has an-
nounced plans to push for passage of the
measure during the congressional term be-
ginning Jan. 7.
(Chairman Oren Harris [D-Ark.] already
has announced that his House Interstate
& Foreign Commerce Committee will hold
hearings on pay tv next month.)
Sen. George A. Smathers (D-Fla.), of the
Senate committee, has pending a bill (S 2834)
which would prohibit networks and stations
from owning stock in music publishing
and recording firms. Sen. Magnuson stated
that this bill is due consideration by the
committee. At the time it was introduced, he
said hearings probably would be held on
the matter in January [Government, Aug.
26]. At the present time, however, the com-
mittee has no hearings scheduled on pro-
posed legislation affecting the broadcast-
ing industry.
Another bill (S 376) mentioned by Sen.
Magnuson as due consideration is one by
Sen. John Bricker (R-Ohio), ranking minor-
ity member of the committee, which would
require FCC regulation of the radio and
television networks.
Ignored completely in the chairman's
statement is SJ Res 106, introduced by Sen.
Charles Potter (R-Mich.), also a committee
member. This measure, plus an identical
one introduced in the House by Rep.
Page 66 • December 23, 1957
Broadcasting
I depend on Ad Age's
thorough coverage of
marketing news . . .
##
says HARRY F. SCHROETER
Director of Advertising
National Biscuit Company
"Advertising Age has long been must reading for me. I have come to depend on its
thorough coverage of news in the field where 1 have to be up to date. Moreover, the
tabulations of expenditures by advertisers and billings by agencies are so dependable,
we rely on them as source material. Another thing I have noticed is that younger
men soon get the Ad Age habit too. We all seem to be in agreement that, old or new
in the business, Advertising Age is essential if we are to be well informed/'
HARRY F. SCHROETER
Mr. Schroeter joined the National Biscuit
Company in 1945 as assistant advertising
manager. A native of New York City and
a graduate of Princeton, he did public re-
lations work for the Wall Street firm of
DeCoppet & Doremus and spent five years
' in the advertising department of Procter &
Gamble before coming to Nabisco. In 1949,
Mr. Schroeter was appointed to the new post
of director of media. Five years later, he
became executive assistant to the director of
advertising, and was given the task of co-
ordinating all advertising scheduled by the
company and its several subsidiaries. He was
named director of advertising in 1956. Mr.
Schroeter has served on a number of A. N. A.
committees and was formerly a director of
the Traffic Audit Bureau.
-ID Qgl
1 Year (52 issues) $3
Whether they take the Long Island Railroad, the Outer Drive Express,
or simply bicycle down Main Street, most of the advertising
executives who are important to you have at least one Monday-morning
ritual in common. They read Advertising Age. At the beginning
of each hustle-bustle marketing week, those who influence as well as
those who activate today's broadcast decisions depend on Ad Age
for the news, trends and developments of their dynamic field.
The National Biscuit Company, a major broadcast advertiser, is just one
example from AA's nationwide audience. A leading maker of
crackers, cookies, cereals and other products, Nabisco allotted more
than half of its 1956 budget for measured media to television —
over $7,346,000. During the first six months of 1957, the company
invested more than $3,480,000* in spot tv, with an additional
total of over $1,000,000 earmarked for network time.
Every Monday, 8 paid-subscription copies of Ad Age get must readership
by Nabisco executives with marketing responsibilities. Further,
437 paid-subscription copies blanket McCann-Erickson, Inc.
and Kenyon & Eckhardt, Inc., the agencies placing most of
Nabisco's advertising.
Add to this AA's more than 39,000 paid circulation, its tremendous
penetration of advertising with a weekly paid circulation
currently reaching over 11,000 agency people alone, its intense readership
by top executives in national advertising companies, its unmatched
total readership of over 145,000 — and you'll
recognize in Advertising Age a most influential medium for swinging
broadcast decisions your way.
*/V. C. Rorabaugh Co. for Television Bureau of Advertising
CirUjDOtfeUrC^lo CM^OtfeUrif people
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480 LEXINGTON AVENUE • NEW YORK 17, NEW YORK
Broadcasting
December 23, 1957 • Page 67
GOVERNMENT continued
PROGRAM SERVICES
William Bray (R-Ind.), calls for the estab-
lishment of a three-man commission to study
the current use of the radio spectrum, with
emphasis on that portion allocated to the
military. Several trade organizations have
called for passage of the measure and Sen.
Potter and Rep. Bray have been active
in lining up congressional support.
Among other major broadcasting bills
pending before the Senate committee are
S 1369 (Sen. Magnuson) and S 1437 (Sen.
Albert Gore D-Tenn.) — to establish stricter
requirements for a political candidate to
be eligible for equal time; S 1367 (Sen.
Magnuson) — to prohibit broadcasting of
horse and dog racing information; S 1577
(Sen. Potter) — to repeal protest provision
of the Communications Act; S 1759 (Sen.
Magnuson) — increase license periods of
broadcast stations to five years; S 2119
(Sen. Magnuson) — to appropriate up to $1
million to each state for educational tv.
John Black, a member of the committee's
staff, has been assigned to work in communi-
cations matters with Nick Zapple, com-
munications counsel who formerly has borne
the committee's entire broadcasting work-
load. Mr. Black, who has moved into Mr.
Zapple's office, also will devote some time
to proposed aviation legislation.
FCC Extends Comments Deadline
For Proposal on Vhf Boosters
The FCC, acting on the request of Colo-
rado Gov. Stephen McNichols, has extended
the deadline for comments on a proposal to
authorize low-power vhf booster "repeater"
stations from Dec. 15 to Jan. 15, and reply
comments from Jan. 14 to Feb. 14. Gov.
McNichols made the request on behalf of
the Colorado Tv Repeater Assn.
Four comments, all favoring the proposal,
already have been filed with the Commis-
sion. Adler Electronics Inc., prominent in
the development and manufacture of trans-
lators, urged authorization of the repeater
stations but with "many more relaxations in
the requirements for establishment and op-
eration than have been proposed."
KXLY-TV Spokane, Wash., and KELP-
TV El Paso, Tex. (under joint ownership),
told the FCC it is "unreasonable to believe
the Commission can fully eliminate them
[repeaters]." KXLY-TV said that it prob-
ably has more "so-called illegal boosters
using its signals than any other station in
the country" and the only feasible solution
is to validate repeater stations.
While favoring the proposal, the Wash-
ington State Tv Reflector Assn. asked the
Commission to liberalize its equipment re-
quirements and stipulations regarding on-
duty licensed operators. The California Co.,
with oil holdings and several hundred em-
ployes in northwest Colorado, also asked
that the boosters be legalized.
FCC to Review Ch. 18 Case
The FCC has put off the Oct. 31 initial
decision of Examiner Charles J. Frederick
to grant ch. 18 in Baton Rouge, La., to
Port City Television Co., pending "further
review by the Commission." The grant,
which would have become effective on Dec.
1 1, had been contested by Bayou Broadcast-
ing Corp. prior to the initial decision. It is
official operating procedure for initial deci-
sions to be finalized 40 days after they are
made, though in most cases the FCC re-
quires more time for a review.
Rep. Jere Cooper Dies; Headed
House Ways & Means Committee
Rep. Jere Cooper (D-Tenn.), 64, chair-
man of the House Ways & Means Commit-
tee, died last Wednesday in the Bethesda
(Md.) Naval Hospital following a heart at-
tack. The 28-year veteran of Congress had
suffered what was described as a "mild"
heart attack Dec. 4 and was reported to be
on the way to a "full and complete recovery,"
prior to the Wednesday relapse.
The death of Rep. Cooper put Rep. Wil-
bur D. Mills (D-Ark.) in line for the Ways
& Means chairmanship, and also to suc-
ceed Rep. Cooper as head of the Democratic
Committee on Committees, which assigns
party members to committees. Rep. Mills is
an outspoken foe of tax cuts but has urged
correction of certain "inequities."
Rep. Cooper had been a member of the
Ways & Means Committee since 1932 and
became chairman in 1955. He is survived
by a brother and three sisters.
Stations, Aviation Interests
Protest Selma-Montgomery Move
Two tv stations, the Air Force and other
aviation interests teamed up last week to
protest the move of a transmitter location
by a Selma, Ala., tv grantee nearer to
Montgomery, Ala.
The stations were ch. 12 WSFA-TV and
ch. 20 WCOV-TV, both Montgomery. They
were objecting to the proposed move of the
transmitter of ch. 8 WSLA (TV) Selma,
Ala., to a point 20-odd miles outside Mont-
gomery.
The Air Force, Aircraft Owners & Pilots
Assn. and Air Transport Assn., objected to
the 2,000-foot antenna height proposed at
the new location, claiming it was an air
hazard.
Arguments in favor and against the pro-
posed move were made last week before
the FCC en banc in oral argument. Last
year an FCC hearing examiner recom-
mended that WSLA's request to move and
to build its 2,000-foot tower be denied.
WSLA received its ch. 8 grant in 1954.
Firm Asks Stay of CBS Purchase
The St. Louis Amusement Co. (former
Franchon-Marco Theatre interests) last
week filed with the U. S. Court of Appeals
in Washington, D. C, for a stay of the CBS
purchase of ch. 4 KWK-TV St. Louis for
$4 million. The FCC had denied the protest
of St. Louis Amusement [At Deadline,
Dec. 2] against the Commission's Oct. 23
approval of the KWK-TV purchase. This
approval had included relinquishment by
CBS of ch. 1 1 KMOX-TV St. Louis to 220
Television Inc., one of three unsuccessful
applicants for that facility.
PAY TV GETS OKAY
IN LOS ANGELES
• But hitches may develop
• Veto or referendum possible
The Los Angeles City Council on Wednes-
day, by an eight to six vote, approved
the two city ordinances required to put into
effect the two franchises for the right to
install and operate toll tv closed-circuit sys-
tems in the city granted earlier to Skiatron
Tv Inc. and jointly to International Tele-
meter Corp. and Fox West Coast Theatres
[Program Services, Oct. 21].
Now the two franchise grantees can pro-
ceed to install the cables needed to trans-
mit their toll tv programs from the point"
of origin to the homes of subscribers, once
the telephone company has agreed at what
price and under what conditions it will
permit the use of its poles to support the
cables needed by the toll tv operators.
That is, the two franchise holders can pro-
ceed if the council's approval of the enabling
ordinances is allowed to stand. Council-
man Earle D. Baker, in opposing approval
of the ordinances at this time, expressed the
view that the mayor might veto such action;
another hindrance, considered more likely
by most observers, could be a petition signed
by a sufficient number of voters to make the
franchise grants a subject for a public
referendum.
Such a referendum was threatened by
the Southern California Theatre Owners
Assn., which urged the council to delay
its vote for 90 days to give Congress time
to take national action on pay tv. In a
statement read by Julius Tuchler, SCTOA
argued that even with immediate council
approval, the toll tv operators could not
possibly wire the city of Los Angeles in
time for the 1958 baseball season, so they
would lose nothing by the delay. But should
the council approve the ordinances, SCTOA
declared, "you offer us no hope but to turn
to referendum." (Previous council approval
of a contract giving the Los Angeles Dodgers
a block of city property for use as a ball
park already has been challenged by a
petition with enough signatures to force
that matter to be presented to the public
for decision, so that the possibility of similar
action on the toll tv question is much more
than an idle threat).
Both prospective toll tv operators pro-
tested vigorously against being tied to the
Los Angeles Dodgers, arguing that while
the tv rights to the games might be de-
sirable the program service contemplated
for toll tv is much broader than these base-
ball telecasts. Jerome Doff, Skiatron vice
president, and Chester Lappen, vice presi-
dent of International Telemeter Corp.,
pointed out that their companies had gone
through months of hearings, had complied
with all the requirements of the city and
had posted $100,000 bonds to guarantee
performance, all just for the chance of offer-
ing their service to the public, with each
family free to decide for itself whether it
wants either or both services and then,
having been connected, to further decide
Page 68 • December 23, 1957
Broadcasting
greetings
TO all our friends in the United
States and Canada, we of the
Metropolitan Life extend our warmest
wishes for a Merry Christmas... and the
happiest of NewYearsinl958-M"In the
true spirit of Christmas, our thoughts
turn to the gifts with which Divine
Providence has enriched our lives. We
have much for which to be thankful
. . . warm and enduring ties with fam-
ilies and friends, peace in our two
nations and that great blessing which
more and more of us are enjoying
throughout life . . . good health ~\~ ~\~
May you and your family have, in
abundant measure, health, happiness,
peace of mind during this Holy Season
and in all the years ahead.
Metropolitan Life
Insurance Company
(A MUTUAL COMPANY)
1 Madison Avenue, New York 10, N.Y.
COPYRIGHT 1957 — METROPOLITAN LIFE INSURANCE COMPANY
Broadcasting
December 23, 1957 • Page 69
PROGRAM SERVICES CONTINUED
NETWORKS
what programs, if any, it would pay to
see.
Numerous other witnesses, including
representatives of labor groups whose ap-
proval or rejection of the toll tv idea was
pretty much of a standoff, appeared at the
council meeting. The meeting ran into the
afternoon well past the normal adjourn-
ment time, with most of the council mem-
bers expressing their views before the vote
was taken. A motion to postpone action
until March 31, 1958, was defeated by
the same eight-to-six vote that, a moment
or two later, approved the ordinances.
Hays Quits as Manager
Of Telemovie Project
Is the nation's first pay tv operation in
trouble?
The resignation of Phil Hays, manager
of the Bartlesville, Okla., theatres owned
by Video Independent Theatres Inc., and
of Video's telemovie project because of
"policy differences" may be one straw in
the wind, according to some observers.
Bartlesville is where Video Independent
established Telemovies — a method of piping
motion pictures to home tv receivers via
wire lines. Subscribers are charged $9.50
per month, and receive a choice of first
run and re-run movies on two vacant
channels on their tv sets.
"Mr. Hays' resignation had nothing at
all to do with the Telemovies project,"
Henry Griffing, president of Video Inde-
pendent, said last week. "His leaving was
due to personal reasons and other circum-
stances," the head of the southwest theatre
chain added.
There are more than 550 TM connec-
tions in Bartlesville, Mr. Griffing said,
"and although this doesn't sound too ex-
citing, it is more than we projected for this
fourth month of operation." TM began
Sept. 2.
But more outspoken was Kenneth Black-
ledge, Video division manager in the Bartles-
ville area: "Frankly, we're disappointed,"
he said, "but we're not giving up."
Mr. Hays, a 25-year-veteran of the motion
picture business, was manager of Video's
Bartlesville theatres (two conventional and
one drive-in) and also of its TM project.
He refused to discuss the reasons for his
resignation, except to iterate that it was
caused by policy differences.
Mr. Griffing insisted that he is not dis-
couraged by the showing of the TM project
in Bartlesville. He repeated that Video
intends to continue the wired movie opera-
tion through 1958 to determine completely
whether this is or is not a means of re-
capturing the motion picture audience.
Video has said that 2,000 connections
would ensure the success of Telemovies.
Bartlesville has about 8,500 tv sets.
In the four months TM has been in
existence, Mr. Griffing pointed out, Video's
Bartlesville movie gross revenues have in-
creased by one-third. Mr Griffing declared
this is based on other cities in which Video
has theatres.
"This has not increased our profits," the
Video president emphasized, "but it does
show that TM has increased our income."
He pointed out that movie attendance is
down severely throughout the nation and
that Bartlesville is no exception.
Temporarily replacing Mr. Hays in
Bartlesville is Wayne Wallace, an advertis-
ing and promotion expert. He also will
handle a stepped up TM promotion cam-
paign, it was announced. Video said a
permanent successor to Mr. Hays will be
named after the first of the year.
Cowley Succeeds Houghton
As Muzak Corp. President
Election of Charles C. Cowley as presi-
dent of Muzak Corp., New York, was
announced last week by Board Chairman
Jack D. Wrather. Mr. Cowley formerly was
executive vice president in charge of fran-
chise operations for Muzak, which records
and programs background music for offices,
plants and public places in more than 5,000
cities and towns in the U. S., Canada and
abroad. He succeeds Harry E. Houghton,
who recently sold his interest in Muzak.
Mr. Cowley joined Muzak in 1945 as field
service director and under his direction the
firm pioneered the development of an auto-
matic music transmission system controlled
by pre-recording magnetic tape. Muzak
franchises grew from 14 in 1945 to more
than 150 today.
Estey Forms Tel National Inc.
Don Estey, formerly executive vice presi-
dent of Song Ads Inc., has announced the
formation of Tel National Inc., to provide
a new type of transcription library service
to radio stations. Tel National is located at
5880 Hollywood Blvd., Hollywood, Calif.
The new library, Mr. Estey said, will be
constructed "so that the local station sales
manager can submit to a local retailer a
complete advertising campaign customized
specifically for him."
PROGRAM SERVICE SHORT
Association Films Inc. is offering quarter-
hour public service film produced by Ameri-
can Institute of Certified Public Account-
ants in cooperation with Internal Revenue
Service titled, "Helping the Taxpayer."
Gains From Tv Partially Offset
AB-PT Decline in Theatres
Though fourth-quarter earnings of Amer-
ican Broadcasting-Paramount Theatres Inc.
will be lower this year than last, tv earnings
for AB-PT's ABC division are ahead for
the current quarter, the company's president,
Leonard H. Goldenson, informed stock-
holders last week.
"As we reported to you in October,"
Mr. Goldenson wrote in the dividend state-
ment, "our nine months operating earnings
were 91 cents a share compared with $1.31
in 1956." Dividends of 25 cents a share
were payable Friday to holders of record
Nov. 29.
Discussing ABC-TV's growth, Mr. Gold-
enson noted that "the efforts that have been
applied during this past year in the tele-
vision area are now being reflected by the
improved competitive position that ABC is
attaining. Indicative of the improved calibre
of programming and the addition of new
affiliated stations, ABC is registering the
most impressive television network gain in
audience growth — a 56% increase in cir-
culation over last year as documented by
the A. C. Nielsen Co."
ABC-TV took a full-page ad in The New
York Times Thursday to claim that 56%
more homes watch ABC-TV than a year
ago per average evening minute, that ABC-
TV was one of the two networks — out of
three — that grew in 1957, and reasoned
that this was due to the addition of new
affiliates and "better programs."
Yet, said Mr. Goldenson, "this improve-
ment ... is not enough to offset the decline
in theatre business, primarily as a result
of a lack of box office pictures in the fourth
quarter and the effect of the flu epidemic
on theatre attendance, and the costs nec-
essarily incurred during this quarter in cre-
ating a new program structure for the ABC
radio network."
Mutual Reports Rising Demand
For Affiliations With Network
Four-month status report on Mutual's
affiliation activities since the new manage-
ment group assumed control of the network
was released last week and showed that
four stations have signed with MBS and 22
other outlets have requested affiliation ap-
plications. Mutual affiliates now number
461.
Charles King, station relations director
for MBS, said 49 stations applied for affilia-
tion since last Aug. 8, but 23 were rejected
because they are in the primary coverage
area of other Mutual stations. Affiliation
contracts, he said, have been sent to 22
stations which are eligible. New affiliates,
already signed, KLMS, Lincoln, WTOD
Toledo, WFVG Fuquay Springs, N. C, and
WCGC Belmont, N. C.
Mr. King cited the network's new affilia-
tion contract formula and its news broad-
casting activities as two of the major reasons
independent outlets are seeking association
with Mutual. The network-station contract
calls for a minimum in option hours and
expanded use of barter-type clearances for
personality, dramatic, sports and special
Page 70 • December 23, 1957
Broadcasting
events programming. Its five-minute news
programs on-the-hour are given free to sta-
tions for local sale, while the affiliates give
on-the-half-hour news shows to the network
for sales to national clients.
Treyz Apologizes on ABC-TV
For Remark on 'Wallace' Show
Oliver Treyz, vice president in charge of
ABC-TV, went on his network's Mike Wal-
lace Interviews show Dec. 14 with an apol-
ogy for a remark by the guest on the pre-
ceding week's program.
Columnist Drew Pearson had said on the
Dec. 7 Wallace show that the book, Profiles
in Courage, which won a Pulitzer Prize for
Sen. John F. Kennedy (D.-Mass.) , had been
ghost-written for Mr. Kennedy.
Mr. Treyz told the audience that "this
company has inquired into the charge made
by Mr. Pearson and has satisfied itself that
such charge is unfounded, and that the book
in question was written by Sen. Kennedy.
"We deeply regret this error and feel that
it does a grave injustice to a distinguished
public servant and author, to the excellent
book he wrote and to the worthy prize he
was awarded.
"We extend our sincere apologies to Sen.
Kennedy, his publishers and the Pulitzer
Prize Committee."
It was the second such tv appearance for
Mr. Treyz. Last May, he apologized for as-
persions the self-styled "reformed gangster,"
Mickey Cohen, cast on the police chief of
Los Angeles on the Wallace show the week
before.
ABC-TV also asked affiliates carrying the
Wallace show on a delayed basis to delete
Mr. Pearson's references to the Kennedy
book before broadcasting the program.
CBS-TV Affiliates to Hear Nixon
Vice President Richard M. Nixon will
talk informally to CBS-TV affiliates at their
fourth general conference to be held at the
Shoreham Hotel, Washington, in mid-Janu-
ary, the network announced Wednesday.
Mr. Nixon will be guest of honor at a
luncheon in the Blue Room of the Shore-
ham on Monday, Jan. 13. Dr. Frank Stan-
ton, CBS Inc. president, will deliver the key-
note address Monday morning. A talk by
Richard S. Salant, CBS Inc. vice president,
will follow. Other talks will be made by C.
Howard Lane, vice president and managing
director of KOIN-TV Portland, Ore., and
chairman of the CBS Television Affiliate
Assn., and Merle S. lones, president of CBS-
TV.
WJIM-TV Revises Status
WJIM-TV Lansing, Mich., announced last
week it would become an optional-buy af-
filiate of all three television networks Jan. 1.
It has been a basic, must-buy NBC-TV
outlet and has had optional agreements with
ABC-TV and CBS-TV. Its current weekly
schedule, according to Harold F. Gross,
president, includes 58 hours from NBC, 24
from CBS and 14 from ABC.
WJIM operates on ch. 6. Two months ago
it opened studios in Flint, Mich., to aug-
ment those in Lansing.
CBS-TV Discussing Telecast
Of Sunday Big League Game
CBS-TV reported last week it is negotiat-
ing for a Sunday major league game-of-the-
week baseball telecast in addition to the
weekly Saturday presentation the network
has been carrying for several years.
Though the network would not give ad-
ditional details, it is understood that five
major league clubs — Cleveland Indians, Chi-
cago White Sox, New York Yankees, Phil-
adelphia Phillies and Cincinnati Redlegs —
are considering participation in the project.
The move is being undertaken despite the
minor leagues' request to Congress for a
new investigation of alleged antitrust prac-
tices and the objections of Baseball Com-
missioner Ford C. Frick.
ABC-TV Thumbs Down SP
Reaffirming policy that all advertising
must be seen and heard and not "subliminal"
on ABC-TV, Leonard H. Goldenson, pres-
ident of the parent American Broadcasting-
Paramount Theatres, last week advised all
department heads: "Until such time as full
and complete information concerning the
effects of this technique is available for care-
ful consideration, the ABC-TV network and
its owned and operated stations, in keeping
with their policy that all commercial an-
nouncements shall be clearly identified as
such, will not broadcast messages utilizing
the technique of 'subliminal perception.'
This position is also in accordance with the
recent recommendations of the NARTB
Code Review Board." He said continuity
acceptance director Grace Johnson should
be notified if the network received any re-
quests for use of SP advertising.
Ann Gillis, NBC Producer,
Dies After Long Illness
Ann Gillis, 44, NBC producer of news
and special events programs, died Monday
after a long illness.
Miss Gillis started her career in 1932
with WJSV (now WTOP) Washington, then
became director of special events for CBS
Washington, supervising program origina-
tions from the White House and others in-
volving cabinet members and top govern-
ment officials. She worked closely with
President Franklin D. Roosevelt on his
"Fireside Chat" broadcasts and was identi-
fied with political convention coverage.
Joining NBC in 1944 as special assistant
to the vice president in charge of news
and special events, Miss Gillis was respon-
sible for much of NBC's political conven-
tion coverage from 1944 to 1956. She was
NBC's producer for Queen Elizabeth's visit
to the U. S. last October. Her last project
with which she was associated before her ill-
ness was working on a proposed news pro-
gram for children. As a producer, she was
associated with NBC radio's Who Said That?
NBC-TV's Comment and On the Line shows
(also on radio) and Bob Considine's portions
of Tonight on NBC-TV. Survivors are her
husband, New York Daily Mirror column-
ist William Slocum, and a daughter, Sara
Linnie, 12.
REJUVENATE
your clients with amazing results by buying proven
#1 TV station (KJEO-TV) in fabulously rich Fresno
and San Joaquin Valley market. Consult your Branham
man now for further fascinating details. We GUAR-
ANTEE you'll save your energies . . . get more for
your monies ... on KJEO-TV Fresno. ACT TODAY!
Broadcasting
December 23, 1957 • Page 71
PROGRAMS & PROMOTIONS
IT TAKES
IN
'WAMPUM"
A BILLION DOLLAR
MARKET
Anyone for a billion dollars? It can
be had by alert advertisers who realize
the tremendous effective buying power
of northeastern Oklahoma.
Your key to this treasure chest is . . .
KVOO-TV. Tulsa County alone is a
$500-million market, and Sales Man-
agement rates Tulsa both a better
quality and a better productive market
than either Boston or Baltimore!
Yes, it's there for you . . . through
Channel 2. When do you start?
FOR CURRENT AVAILABILITIES
CONTACT ANY OFFICE OF BLAIR
TELEVISION ASSOCIATES
Page 72 • December 23, 1957
Californians in Reno
Get Taste of 'Play TV
Spectator sports entered a new phase this
month, as KOLO-TV Reno, Nev., showed
droves of San Francisco football fans how
to see a home game away from home, with
the day's sport augmented at the gaming
table.
Under auspices of KOLO-TV, Reno ca-
sinos and the Reno Chamber of Commerce,
10-15,000 Bay Area citizens twice descended
on a city where football on tv — like gam-
bling— is wide. open.
Through the twin miracles of television
and Nevada promotion, San Franciscans,
who otherwise would have been denied see-
ing their Forty-Niners play Dec. 8 and
Dec. 22, saw the matches and enjoyed a
frolic in babylon to boot. Reno literally
gave them a free ride over the 500-mile
round trip and feted guests expansively
when they arrived. All that many of the
junketeers paid for the excursion was the
price of a poker chip or a pass at a one-
armed bandit.
The pilgrimages grew out of frustrations
in two towns. In San Francisco thousands of
fans were locked out at the gate, when
Kezar Stadium quickly sold its 59,000
seats before the Dec. 8 game. The game
was blacked out on tv screens because pro
football rules flatly forbid telecasting home
games within a 100-mile radius, whether
the stadium is sold out or not.
Miles away in Reno, programmers of
KOLO-TV were frustrated because they
had no chance to take the game off the air
from KPIX (TV) San Francisco or KCRA-
TV Sacramento, as was their custom. Two
things KOLO-TV did have, though, were
a cable connection to San Francisco and
a casino client, the Horseshoe Club, imag-
inative enough to undertake the $800 con-
nection bill, sponsor the show locally and
subsidize a giant excursion from San Fran-
cisco.
Once CBS ordered the game, KOLO-TV,
the Horseshoe Club and eight San Fran-
cisco travel agencies took the ball and ran.
The plan attracted national and local pub-
licity, and 10,000 Forty-Niner fans lost no
time reserving free bus rides and cut-rate
"champagne air flights."
As they arrived in two bus caravans and
an armada of planes, excursionists got a
brass-band welcome in Reno. Adjourning to
the Horseshoe Club and its affiliated Wagon
Wheel in nearby Lake Tahoe, they watched
KOLO-TV-tuned receivers scattered over the
club rooms. Their hours before and after
the game were beguiled at gaming tables
and slot machines.
So impressed was the Reno Chamber of
Commerce with the Dec. 8 event that the
KOLO-TV telecast of the divisional cham-
pionship playoff yesterday (Sunday) was
turned into a citywide promotion, sponsored
by all major clubs and hotels in town.
Preparations were being made last week to
add rail transportation to bus and air sched-
ules to accommodate 15-16,000 San Fran-
cisco enthusiasts.
It was beer, cigarettes and skittles all the
way for the junketeers, as national sponsors
of the game fell into the promotion spirit,
passing out product samples along the way.
CBS backers for both games were Marlboro
cigarettes through Leo Burnett Co. and Fal-
staff Brewing Co. through Dancer-Fitzger-
ald-Sample.
Reno pulled out all stops yesterday, du-
plicating the Dec. 8 welcome on an even
grander scale. After the ceremonies, way-
farers were entertained at a mammoth cock-
tail party, before serious sport got underway
on the tv gridiron and gambling fronts.
Among media covering the tv trips to
Reno were San Francisco television stations
which filmed the wandering fans. Today
(Monday), tired-but-happy travelers could
see themselves as they looked when they
went to Reno to see the game in San Fran-
cisco.
A TOWER is more
than something to
hang an antenna on,
as demonstrated by
WTOB-TV Winston-
Salem, N. C, pres-
ently-dark uhf.
WTOB-TV is keep-
ing its hand in the
community service
field by turning its
idle structure into a
700-ft. "Tower of
Lights" to promote
holiday shopping at
Winston - Salem's
Thruway Shopping
Center. It took 600
man-hours to rig the
giant candle.
Stations Spread Holiday Spirit
In Special Christmas Promotions
Stations all over the country are getting
on the bandwagon and going all out for
Christmas [Broadcasting, Dec. 16j.
KSID Sidney, Neb., reports that it held
The KSID Turkey Derby, which ended last
Friday. The station put a large torn
turkey in a cage on top of its mobile unit
and toured around town visiting sponsors.
Listeners were asked to judge the weight of
the turkey and were informed that it
weighed over 20 pounds. The first prize
was $75, plus the live turkey; second prize,
$15 and a dressed turkey, and third prize
$10, plus a dressed turkey. In addition, the
station conducted The Turkey Derby Show
and gave away a turkey a day.
Through the cooperation of WRNL Rich-
Broadcasting
mond, Va., and a local department store,
children in that area are able to telephone
Santa Claus at his North Pole headquarters.
The station has broadcast Calling Santa
and listeners have been invited to call Santa.
The number of the department store was
given and a battery of operators has been
required to handle the telephone calls.
When WDGY Minneapolis-St. Paul
"hired" Santa Claus to make a recording
which was put into operation at its trans-
mitter site and asked children to call Santa,
the results reportedly were so successful
that the telephone company asked the station
to discontinue the promotion. WDGY re-
ports that a telephone company official
estimated that at least 10,000 lines were tied
up as a result of the stunt.
WTIC Hartford, Conn., is broadcasting
"the world's most beautiful Christmas music"
each evening and will continue the tradi-
tional carols through Christmas Eve. The
carols have been recorded by famous Euro-
pean and American choirs. Among the pro-
grams scheduled for Christmas Eve are
Christmas in Connecticut, Christmas Eve
with Bing Crosby, Christmas Around the
World (narrated by Fred Waring) and The
Nutcracker Ballet (narrated by Robert E.
Smith).
Santa's journey from the North Pole to
San Diego will be covered for local children
by special remote short wave. KCBQ that
city reporters will be stationed along his
route and Lucky Lane will leave San Diego
tomorrow (Tuesday) for the North Pole,
where he will give an on-the-spot report of
Santa's departure. The station plans to
broadcast special reports from Canada and
points along . his projected route to San
Diego.
The Canadian Broadcasting Corp. has ar-
ranged with WSUN-TV St. Petersburg to
film some of the Canadians who are spend-
ing Christmas in the Florida sun. The film
will be flown to CBC in Toronto and will be
shown on the entire Canadian tv network
on Christmas Eve. The film will include
scenes in and around St. Petersburg and
lawn bowling and boating activities. CBC
plans to integrate the film into special half-
hour report on Canadians at Yuletide in
various parts of the world.
Tomorrow's Shirley?
KTTV's "Shirley Temple of Tomor-
row" is 5-year-old Tammy Marihugh,
shown here with the station's Dick
Whittinghill. She was the winner
among more than 1,000 entrants.
The "Shirley Temple Holiday Spe-
cials" movie oackage was promoted
by KTTV (TV) Los Angeles with the
cooperation of the May Co. (depart-
ment stores) in a "Shirley Temple of
Tomorrow" contest. Southern Cali-
fornia girls between three and eight
years of age were eligible and more
than 1,000 parents took their children
to a Mav store to have free Dhoto-
graphs taken for submission in the sta-
tion's contest. The winner was chosen
Dec. 7 for "possessing the nhotos~n>c
qualities and visual characteristics
most clearly entitling her to be called
'The Shirley Temole of Tomorrow',"
from 20 finalists during a special tele-
cast. KTTV reports the movie series
drew tremendous audiences.
ABC-TV to Discuss '57 Stories
A year-end discussion of the major news
stories of 1957 and their bearing on the
future will be highlighted by ABC-TV's
Prologue 1958 (9-10 p.m. Dec. 29). ABC's
news chief John Daly will head participants,
including the following newsmen: Robert
Sturdevant (Paris); Yale Newman (London);
George Bailey (Vienna); John Secondari,
bureau chief Edward P. Morgan, John Ed-
wards and Robert Fleming (all Washing-
ton); Quincy Howe (New York); and Don
Goddard, roving correspondent for the ABC-
TV network.
'Turkey Hunt/ Mew York Style
WABC New York, in cooperation with
Safeway Stores, conducted a special six-day
"Christmas Turkey Hunt" ending today
(Monday). During the promotion, hundreds
of cardboard turkeys were hidden in certain
Safeway stores, with clues to their locations
given on WABC programs each day. Finders
were given free turkeys.
good product?
good program?
good commercial?
TEST
IT FIRST
IN PEORIA!
Here's why you can safely project
test results from Peoria, Illinois...
here's why 15 well-known ad-
vertisers chose Peoria for a test
city in 1957:
PEORIA IS SELF-CONTAINED: The
Peoria metropolitan area of
288,500 population is mid-
way between Chicago and
St. Louis.
PEORIA IS AN ADVERTISING "IS-
LAND": Peorians read their
own newspaper . . . view
their own TV stations . . .
listen to their own radio
stations.
PEORIA IS REPRESENTATIVE:
Characteristics are remark-
ably similar to the larger
metropolitan markets.
PEORIA IS "TEST SIZE": The area
is large enough for valid,
projectable results . . . yet
small enough for economical
testing.
THESE FIRMS TESTED PEORIA
WITH WTVH IN 1957
Anheuser-Busch
Capri
Colgate
Coty
Lever Bros.
P. Lorillard
Pabst
Procter & Gamble
Purity Baking Co.
Reynolds Aluminum
Robin Hood
Schlitz
Shell Oil Co.
Sterling Drug Co.
Toni
Broadcasting
December 23, 1957 • Page 73
PROGRAMS & PROMOTIONS continued
KNX-CRPN, BEKINS MARK 20 YEARS
FIRST 20 YEARS of sponsorship by Bekins Van & Storage Co. on KNX Los An-
geles and 16 years on CBS Radio Pacific Network are marked by the principals, who
apparently have no intention of interrupting a good thing. L to r: Al Brooks, vice
president and consultant, C. J. LaRoche Advertising Agency; Fred Ruegg, general
manager of KNX and CRPN; Milo W. Bekins Sr., board chairman of the sponsoring
firm, and Daniel P. Bryant, Bekins president.
In November 1937, Bekins Van &
Storage Co. started a schedule of three
announcements a week on KNX Los
Angeles. Last month, Bekins celebrated
the completion of 20 years of continuous
sponsorship on KNX and of more than
16 years on the CBS Radio Pacific Net-
work. In the interim, Bekins' radio ex-
penditures have grown from something
less than $10,000 to something more than
-$100,000 annually, or about 20% of the
current Bekins advertising budget.
It was in the fall of 1941 that Al
Brooks, head of Brooks Advertising
Agency, Los Angeles, which handled the
Bekins account, suggested that with the
growing audience for news, Bekins might
sponsor a newscast to augment its an-
nouncement schedule. In October 1941,
Bill Henry, columnist for the Los Angeles
Times, began a Monday-Wednesday-Fri-
day newscast on KNX and the Columbia
California Network. Early in 1942, Harry
Flannery took over the Bekins newscasts;
he was succeeded in 1945 by Wallace
Sterling, now president of Stanford U.,
and in 1946 Charles Collingwood started
his two-year stint for Bekins.
Meanwhile, Bekins had launched
Hollywood Music Hall on an ABC West
Coast hookup, later moving it to NBC
and, in 1948, to KNX and CRPN. The
half-hour Sunday musical series was live
until 1952, when it became a recorded
program, but it retained its original guest
star policy and the format which has
made it in the past three years the highest
rated musical program on the West Coast.
In 1952, Bekins decided to resume its
Gourmets Only on Lunch Concert
With greater food manufacturer impor-
tance being attached to "gourmet items" —
for example, General Foods Corp. has
inaugurated a new line of imported delicacies
from around the world bearing the GF
imprint — WQXR New York has limited the
semi-classical music Luncheon Concert
(Monday-Friday) to strictly gourmet food
processors and importers. Retitled Gourmet
newscasts in addition to Hollywood Music
Hall and started Frank Goss on a three-
a-week early evening schedule that was
shortly increased to six-a-week. That's
how it stands today.
On Nov. 20, when Fred Ruegg, gen-
eral manager of KNX and CRPN, enter-
tained executives of the Bekins organiza-
tion and of C. J. LaRoche Advertising
Agency (which acquired the Bekins ac-
count through a merger with the Brooks
firm) at a luncheon commemorating the
20th anniversary of Bekins' association
with the station and network, Milo W.
Bekins Sr., board chairman, said his com-
pany had not stayed with KNX-CRPN
for "sentimental reasons" but because
"through periodic testing and surveying
of the market we've found that KNX
and CRPN represent one of the most
effective and productive expenditures of
all the media on Bekins' advertising
schedule."
Mr. Brooks, now a vice president and
consultant of the LaRoche agency, said
one of the reasons he'd recommended
that Bekins stay with KNX-CBS was that
they'd "always extended the fullest co-
operation, merchandising and promo-
tional effort in support of the various
programs Bekins has sponsored on CBS
the past 20 years."
Corner (11:45 a.m.- 12 noon), it will be
sponsored (participations) on behalf of such
products as Caviar (Purepak Foods Inc.),
Instant Vichyssoise and Sauce Hollandaise
(Maison lulian Inc.), Imported Soups (Cresca
Co.-Knorr-Swiss). Heretofore, the 15-minute
program was sold as a separate segment.
The station also has other "exclusive adver-
tiser only" programs such as Town &
Country Dining for restaurants.
WJZ Presents 200 'Toys for Tots'
Wonderland of Toys — a toy spectacular
— was presented by WJZ Baltimore in co-
operation with Baltimore Products Co. (toy
wholesaler), in connection with its "Toys
for Tots" campaign. The toys were presented
in a fantasy setting and the three children
that assisted Jack Wells, the show's host,
played with as many of the 200 toys as they
could in the one-hour-long program. Five
pre-teen girls, each dressed in a costume
matching that of the doll she held, were
presented in a children's fashion show and
a contingent of U. S. Marines collected the
toys for distribution to Baltimore's under-
privileged children.
Rep Sends Aural! Greetings
Broadcast Time Sales, New York repre-
sentative firm which presents the station it
represents "in person" to advertisers by tape
playbacks, is playing turn-about by sending
"talking Christmas cards" to its stations.
The greetings were recorded from a con-
ference call connecting sales managers of
BTS' offices in New York, Chicago, Los
Angeles and San Francisco. After the tele-
phone call, Christmas carols were dubbed in.
United Press Facsimile Newspictures
| | and
United Press Movietone Newsfilm
cLb Build Ratings
Page 74 • December 23, 1957
Broadcasting
'Lone Ranger' Promotion Contest
Marks Program's 25th Birthday
Promotion managers of tv stations broad-
casting the Lone Ranger program are being
invited to compete for prizes totaling
$10,000 in a "silver anniversary showman-
ship contest," announced by Jack Wrather,
president of The Lone Ranger Inc., to cele-
brate program's 25 years in radio and tv.
General Mills. American Bakeries Co.,
United Artists Pictures Corp. and the Lone
Ranger organization are cooperating in of-
fering 22 cash awards to the promotion man-
agers of ABC-TV and CBS-TV affiliates, as
well as several non-network stations in eight
southwestern states, who during January and
February 1958 turn in the best promotional
campaigns on the program. "An integral
part of the campaign will be the support
and close attention given the new silver
anniversary wide screen, all-color feature
film, 'The Lone Ranger and the Lost City
of Gold,' scheduled for release by United
Artists later during the anniversary year,"
the announcement states.
Awards are a $2,500 first prize, $2,000
second, $1,500 third, $1,000 fourth, two
of $500 each, five of $250 each, four $100
prizes and seven of $50 each. To enter, the
promotion manager must return the card
mailed to all tv stations carrying the Lone
Ranger series as of last week by Jan. 10,
1958. The contest will start Jan. 15 and
run until March 1. Entries must be submit-
ted by March 15 for judging by a commit-
tee comprising Roger Lewis, United Artists
vice president in charge of advertising and
promotion; Lowry Crites, advertising man-
ager of General Mills' cereal division; James
Callier, advertising manager, American
Bakeries, and Sherman Harris, vice presi-
dent, The Lone Ranger Inc.
WFBM-TV Recalls '57 Programs
A booklet highlighting the main events
carried on WFBM-TV Indianapolis during
1957 was prepared by the station for distri-
bution to the Indiana School Board Assn.
at a special closed circuit tv demonstration
Dec. 1. Titled "For the Asking," the book-
let contains pictures ranging from Broadway
to Indianapolis' floods.
A SATELLITE motif figures in a new
slide by WMTV (TV) Madison, Wis.
The copy that goes with it says, "For
entertainment that's out of this world,
keep tuned to WMTV."
WORLDS URGEST
MAIL BOX
It, OFfifiJifW ,
..w tu urra«wMu *«.->., i -
'ft SA*T* OASS < K WTO
A GIANT mail box is being used by
KWTO Springfield, Mo., as a studio
to interview children who come to
post letters to Santa Claus. Christmas
seals are sold for "postage" at a win-
dow at the base of the two-story-high
structure standing in a local shopping
center and the center's merchants
participated in sponsoring the daily
half-hour "Santa-casts." Pictured with
Santa are (1 to r) KWTO announcer
George Earle and station executives
John Mahaffey, Leslie Kennon and
Ralph Foster.
TWIG BENDING
In an era when media persuaders
are training children for adult roles as
consumers, WSIG Mount Jackson,
Va., has extended the never-too-young
philosophy to the advertiser. An illus-
trative listing on the station schedule,
according to General Manager Philip
J. Potter, is for "Young Andy Shaf-
fer." Mr. Shaffer, 11, has bought $5
worth of spots on behalf of his maga-
zine subscription business. Making a
service call one day after school,
WSIG salesmen reported the client
was so pleased with results from his
7:45 a.m. news adjacency that he is
considering a renewal.
WTTH Awards $2,500 on Birthday
For three weeks before its 10th birthday
Dec. 6, WTTH Port Huron, Mich., aired
names taken at random from the the tele-
phone directory and announced that if the
persons named called back within five
minutes they would receive one of the sta-
tion's birthday presents. Gifts totaling $2-
500 were given out as 70% of the people
named called within the allotted time. In
addition, WTTH presented an automatic
dryer to the first listener to call within
one minute after the announcement.
DOC LEMON — 6 to noon
ART ROBERTS -noon to 6
TWICE AS GOOD!
New, stronger programming, personalities
always the best buy in this market!
Wcue
Jt
u The
ELLIOT
STATIONS '
) i
m- great
independents
• good neighbors 1
Akron, Ohio - WCUE j W1CE - Providence, R. T.
National Representatives The John E. Pearson Co.
Broadcasting
December 23, 1957 • Page 75
wkrg-tv
Ratings up
5th time
on Ch. 5
in Mobile
With Nielsen and A.R.8. already
showing WKRG-TV leading by a
country-mile in Mobile, the new
TELEPULSE (Sept. '57) shows Chan-
nel 5 out in front even more.
WKRG-TV Leads,
372 to 89
TELEPULSE (Sept. '57) reports
WKRG-TV leading Station X in
372 quarter hours to 89 (one tie).
WKRG-TV has 15 of "Top 15
Once-a-Week Shows" ... 7 out
of 10 "Top Ten Multi-Weekly
Shows".
Sunday through Saturday (6
P.M. to Midnight) WKRG-TV
leads in 155 quarter hours to 12
for Station X. Monday through
Friday (7 A.M. to 6 P.M.) WKRG-
TV leads in 165 quarter hours to
55 for Station X. WKRG's Satur-
day daytime lead is 4-to-l.
WKRG-TV's Sunday daytime
lead is 5-to-l.
How else can we say any time
is better time on WKRG-TV! For
availabilities, call your Avery-
Knodel office or C. P. Persons,
Jr., Vice-President and General
Manager.
NIELSEN GIVES US THIS BONUS:
T.R.S.
WKRG-TV
Station "X"
Popu- Families C.SJ.
lation
1,258* 336* $1,467** $1,060**
1,087* 290* 1,316** 954**
WKRG-TV Bonus 161* 46*$ 151**$ 106*
* In the thousands ** In the millions
Channel
® wkrg-tv
Page 76
RfPS: AVERY- KNODEL
December 23, 1957
TRADE ASSNS.
New England Broadcasters Unite
In Regional Promotion Campaign
Broadcasters of six states decided Wednes-
day to form a • Resurgent New England
council to carry out a regionwide promotion
project. A project approved at a Boston
meeting of 60-odd broadcasters is subject
to formal ratification by the region's six
state broadcast associations.
The project was originated earlier in the
year by Daniel W. Kops, WAVZ New Ha-
ven, Conn., an NARTB board member. It
is designed to organize the spread of the
New England story through broadcast fa-
cilities in cooperation with commercial and
industrial organizations.
Speakers at the Boston meeting included
Mayor John Hynes of Boston; Comr. John
Burke of the Massachusetts Dept. of Com-
merce; Mayor Richard C. Lee of New
Haven, and Alan G. Tindal, WSPR Spring-
field, Mass. Sample kits to guide broad-
casters in evaluating their communities and
promoting their market areas were distrib-
uted at the meeting.
Among proposed projects were a public
relations program presented by Max Ryder,
WBRY Waterbury, Conn.; two-target plan
of sales emphasis by John Hurley, WNEB
Worcester, Mass., who was unable to be
present, and disaster coordination by Charles
Bell, WHAY New Britain, Conn. Roy Whis-
nand, WCOP Boston and president of Mass-
achusetts Broadcasters Assn., opened the
Wednesday meeting with Mr. Kops serving
as chairman. Mr. Tindal is chairman of the
New England Promotion & Stimulation
Committee.
Johnson Reappointed to Head
NARTB Employer-Employe Unit
Leslie C. Johnson, WHBF-AM-TV Rock
Island, 111., has been reappointed chairman
of the NARTB Employer-Employe Rela-
tions Committee by President Harold E.
Fellows. The committee is tentatively sched-
uled to meet Feb. 27 in Washington.
Other members of the group are Joseph
J. Bernard, KTVI (TV) St. Louis; Richard
M. Brown, KPOJ Portland, Ore.; Herbert
E. Evans, Peoples Broadcasting Co.; Rob-
ert W. Ferguson, WTRF-TV Wheeling,
W. Va.; Robert B. Jones Jr., WFBR Balti-
more; Herbert R. Ohrt, KGLO-TV Mason
City, Iowa; Ward L. Quail, WGN-AM-TV
Chicago; Calvin J. Smith, KFAC Los An-
geles; Harold C. Stuart, KVOO-AM-TV
Tulsa, Okla.; William C. Fitts Jr., CBS;
Richard Freund, ABC; B. Lowell Jacob-
sen, NBC, and Harold M. Wagner, MBS.
SMPTE Lists Tv Papers for Meet
Television topics will be high on the
agenda of the 83rd semiannual convention
of the Society of Motion Picture & Televi-
sion Engineers April 21-25 at the Ambas-
sador Hotel, Los Angeles, according to con-
vention officials. Herbert E^ Farmer, Cinema
Dept., U. of Southern California, chairman
of the convention program, and Bernard D.
Plakun, General Precision Labs, heading
the papers committee, said papers will in-
clude Frank Ralston, ABC Television
Center, "Distribution of Tv Programs on
Films"; James L. Pettus, RCA, "Sound
Recording"; Jack Kennedy, NBC, "Tv
Studio Practices"; Ellis W. DArcy, consult-
ing engineer, "World Wide Tv"; Ralph E.
Lovell, NBC, "Television Recordings";
Boyce Nemec, management consultant,
"Closed-Circuit Television."
SRA Adopts New Spot Form;
Will Reduce Extra Paperwork
Further helping to reduce the growing
paperwork involved in handling spot radio
and tv advertising, a new standard form
to confirm broadcast orders and to serve as a
contract between station and agency was
adopted Thursday in New York by the
board of the Station Representatives Assn.
The form eliminates the need for an agency
to issue a separate formal contract to con-
firm verbal orders which often are fulfilled
before the paperwork can be completed.
Station representatives will supply suffi-
cient copies of the new form for use by
agencies although the latter may continue to
issue separate contract forms if they wish.
On the back of the new form SRA plans to
show the contract conditions for spot-radio-
tv as copyrighted by the American Assn.,
of Advertising Agencies. Both agency and
station will sign and exchange copies of the
form.
SRA has been working on this project
for a year in cooperation with the 4-A com-
mittee on broadcast media, which has ap-
proved the idea of the new form. Larry
Webb, SRA managing director, said the new
form "would save thousands of hours of
clerical work for all concerned — agencies,
stations and station representatives. It will
reduce the possibility of errors in contracts
and over a period of time the savings in
cost of paper alone should add up to a very
sizable figure."
N. Y. Council Ban Protested
A protest has been lodged by Radio-
Newsreel-Television Working Press Assn.
against the New York City Council's action
in barring camera coverage of the council's
deliberations Dec. 5 on the bill to outlaw
racial or religious bias in the rental or sales
of private housing. The bill was passed.
Evicted from the council chamber were
Gabe Pressman, news manager, WRCA-
AM-TV New York, and Tom Costigan,
CBS-TV newsman cameraman.
GIVE IT SELL!
KOSI and KOBY
turnover products
— not audience!
BOTH RADIO
STATIONS NO. 1 in
HOOPER and PULSE
6 a.m. -6 p.m. average share
1
KOSI • KOBY
Denver San Francisco
Mid-America Broadcasting Company
Broadcasting
MEDIA spokesmen exchanged ideas on methods of keeping channels of information
open at luncheon held by NARTB Freedom of Information Committee, with news-
paper representatives receiving NARTB's new kits, "The People's Right to Know."
L to r: Theodore F. Koop, CBS Washington, representing Sigma Delta Chi and
Radio Television News Directors Assn.; NARTB President Harold E. Fellows; Wil-
liam Leick, American Newspaper Publishers Assn.; Robert D. Swezey, WDSU-AM-
TV New Orleans, chairman of NARTB committee, and Joseph Costa, National
Press Photographers Assn.
MR. BELL
Bell Gets Additional Duties
As Head of NARTB Joint Affairs
Howard H. Bell, NARTB assistant to the
president, has been appointed assistant to
the president in charge of joint affairs, Pres-
ident Harold E. Fel-
lows announced
Wednesday [Closed
Circuit, Dec. 16].
Mr. Bell had been
assistant to the presi-
dent since 1954.
In his new post
Mr. Bell will have
responsibility for
projects and activi-
ties which jointly
concern both radio
and television, work-
ing with John F. Meagher, radio vice presi-
dent, and Thad H. Brown Jr., tv vice presi-
dent. He will act in behalf of President
Fellows in staff planning for joint radio-tv
affairs. These will include program planning
for the national convention, regional con-
ferences, board meetings and committee
projects.
TAB Asks School Radio Courses
A move to install instruction in radio as
part of public school curricula is being
sponsored by Texas Assn. of Broadcasters.
Five Texas schools already have added
i WDXI-TV ® I
JACKSON, TENNESSEE |
Channel 7 =
Covering |
half million |
people in 1
the mid- |
South |
= Represented by Venard, Rinloul & McConnell, Inc. =
Broadcasting
radio courses in their speech departments
and 10 others have asked to be included
in the program, according to Shirley Austin,
office manager of the Texas association and
radio consultant to the U. of Texas ex-
tension and field service. Six 6-week courses
include study in microphone techniques,
sales and continuity, radio drama, special
shows, news writing and production and
general radio work.
Catholics Praise Radio-Tv
For Standards of Programming
The Catholic Church has gone on record
as lauding radio and television in the U. S.
for "preserving standards which permit the
American home to tune in programs at
random without being faced in each instance
with a problem of moral judgment."
The commendation was made by Bishop
William A. Scully of Albany, chairman of
the episcopal committee on motion pictures,
radio and television. The bishop's statement
was issued in connection with Catholics'
reaffirmation Dec. 15 of their pledge to
support the Legion of Decency's crusade
against indecent and immoral motion pic-
tures. The committee sets Legion policy.
Bishop Scully, while also praising the
movie industry's Production Code Admin-
istration and those producers who cooper-
ated, nevertheless cited the rise in "B"
(morally objectional) films.
But for radio-tv, the bishop was unre-
served in commendation. He noted that with
the publication of Pope Pius XII's encycli-
cal Miranda Prorsus last September [Net-
works, Sept. 16], the Catholic Church's at-
tention has been expanded to radio-tv.
"During the 35 years of radio's exist-
ence in the U. S.," Bishop Scully said, "it
has served the American public as a vehicle
for public service programming and as a
source of entertainment. It has not entered
the American consciousness during these
years to regard the medium as a moral prob-
lem. The same can well be said of tv."
ever have an exclamation
point look you square in
in the eye? Here's one:
WITH ONE ECONOMICAL
PURCHASE YOU GET 3
RICH TV MARKETS WITH
WEST TEXAS TELEVISION
NETWORK. . .
over 277, 276 sets. .. period
KDUB-TV
LUBBOCK, TEXAS
K PAR-TV
ABILENE - SWEETWATER
KED Y-TY
BIG SPRING, TEXAS
iQNAL "REPRESENTATIVES. THE BRANH am COMPANY
Prwid.nt and Gen. Mgr., W. D. "DOB" ROGERS
National. Salts Mgr. E. A. "Bun" HatMtt
December 23, 1957
Page 77
TRADE ASSNS.
CONTINUED
SRA Re-elects Headley, Katz,
Peters; O'Conneli New Secretary
Frank M. Headley, president of H-R Rep-
resentatives and H-R Television, was re-
elected president of Station Representatives
Assn. last Thursday at the organization's
annual meeting in
New York.
H. Preston Peters
of Peters, Griffin,
Woodward and Eu-
gene Katz of The
Katz Agency were
re-elected vice presi-
dent and treasurer,
respectively, and
Richard O'Conneli,
Richard O'Conneli
Inc., was named sec-
retary to succeed
Robert Meeker of The Meeker Co.
Joseph J. Weed, Weed & Co., was elected
to the board for a three-year term; Lewis H.
Avery, Avery-Knodel, was named for a
two-year term, and Mr. Meeker, one year.
SRA's newest member was presented at
the meeting. It is Blair Television Assoc.,
represented at the session by Richard Foote,
vice president and general manager.
Cronkite to Address Georgians
Walter Cronkite, New York newsman for
CBS, will address the 13th annual Georgia
Radio & Television Institute at the U. of
MR. HEADLEY
Reason's! 1
(greetings!
Georgia, Athens, Jan. 30-31, it has been
announced. The institute is co-sponsored by
the Georgia Assn. of Broadcasters and the
Henry W. Grady School of Journalism of
the U. of Georgia. Mr. Cronkite's scheduled
appearance was arranged by Glenn Jackson,
vice president and managing director of
WAGA-TV Atlanta, CBS affiliate.
Impact of Newscasts Cited
Impact of the radio newscast as a sales
medium is detailed by Radio Advertising
Bureau in a four-page folder released this
week which claims that a five-minute news-
cast aired over a single radio station is re-
ceived by almost one-third of a market's
total families over a seven-day period. RAB
claims that if this five-minute newscast is
aired hourly, these families are exposed to
the sponsor's message nearly 1 1 times each
over a five-week period and that the news
program during a course of a month builds
"a tremendous accumulative audience" re-
sulting in more than half of these families
being reached nearly 25 times each.
FCBA Sets Banquet for Jan. 10
The annual banquet of the Federal Com-
munications Bar Assn. will take place Jan.
10, 1958, at the Sheraton Park Hotel, Wash-
ington, D. C, it was announced last week
by William P. Sims Jr., chairman of the
banquet committee. The annual meeting of
FCBA is scheduled there the same day.
A
L Repertory of A
Distinction
from
SESAC
4-
PRODUCERS OF
THE FAMOUS
SESAC
i TRANSCRIBED
\^ LIBRARY
MANUFACTURING
Cresap Elected President
Of Westinghouse Electric
Major executive changes were announced
last week by Westinghouse Electric Corp.
as 47-year-old Executive Vice President
Mark W. Cresap Jr. was named president
effective Jan. 1 to succeed 62-year-old
Gwilym A. Price who continues as chair-
man. E. V. Huggins, vice president in
charge of corporate affairs and secretary,
becomes chairman of the executive com-
mittee but will continue to have general
supervision of subsidiary Westinghouse
Broadcasting Corp. and will have general
supervision of the defense products divi-
sions.
John K. Hodnette, vice president and gen-
eral manager, was elected executive vice
president of the parent firm while George
G. Main, treasurer since 1949, becomes vice
president in charge of finance. Francis E.
Dalton, director of corporate accounting
since 1949, was elected controller. Carlisle
P. Myers, general counsel since 1955, con-
tinues in that post and becomes secretary.
Russell B. Read, planning director since
1952, becomes assistant treasurer in addi-
tion to his present post. Mr. Price also an-
nounced the formation of a policy and
finance committee of which he will be chair-
man and which also will include Messrs.
Cresap and Huggins. Mr. Cresap, former
New York management consultant, joined
Westinghouse seven years ago as a vice
president.
RCA Furlough Affects 4,300
In what is described by RCA spokesmen
as a normal Christmas furlough comparable
to previous years, RCA is laying off some
4,300 workers at its Indianapolis television
factory. About 2,500 workers on the tv
production lines will be off five working
days until Jan. 2 and about 1,800 in the
picture tube section will be off seven work-
ing days until Jan. 6. Plant employes total
7,000 workers.
Radio Set Shipments Up 12%
Shipments of radio sets from factories to
dealers totaled 6,830,249 for the first 10
months of 1957, an increase of 12% over
the 6,080,825 shipped in the same 1956
period, according to Electronic Industries
Assn. October shipments totaled 985,969
compared to 754,005 in the same 1956
month.
Tv shipments totaled 4,873,819 sets in the
10 months of 1957, down from the 5,433,-
750 shipped in the same 1956 period, EIA
found. October tv shipments totaled 624,044
sets compared to 843,508 in the same 1956
month.
Gen. Transistor Earnings Double
General Transistor Corp., New York, re-
ports doubled earnings for the third quarter
of 1957, totaling $91,222 after taxes or 30
cents a share on 306,727 shares outstanding.
Figures are based on sales of $819,569.
Third-quarter earnings compare with
$45,361 for the same period last year, 16
cents a share on 282,966 shares, according
Page 78 • December 23, 1957
Broadcasting
to Arnold Malkan, chairman of the board.
Nine-month figures for 1957: $221,286 after
taxes, 72 cents a share, up from $129,077
or 45 cents a share during the first nine
months of 1956. New products scheduled
for 1958 production are computer diodes,
silicon rectifiers and higher frequency tran-
sistors in the 50-100 megacycle range, Mr.
Malkan said.
Broadcast Papers Announced
For AIEE Meeting Feb. 2-7
The winter general meeting of the Ameri-
can Institute of Electrical Engineers will be
held in New York Feb. 2-7, 1958, at the
Statler Hotel. Among papers of interest to
broadcast engineers:
Development in closed circuit tv, Tues-
day, Feb. 4 at 9 a.m.; television broadcast-
ing, Tuesday, Feb. 4 at 2 p.m.; radio com-
munications and tv and aural broadcasting,
Wednesday, Feb. 5 at 9 a.m.
Papers will be read by the following:
closed circuit tv — J. E. Dilley and G. A.
Senior, RCA; Joseph W. Alinsky, Thomp-
son Products Inc.; C. L. Ellis, GE; Harry
J. McMains, Southwestern Bell.
Television broadcasting — F. W. Mills-
paugh and J. H. Roe, RCA; Ernest Free-
land, Philco; E. Dale Barcus, Pacific Tel.
& Tel. Radio Communications — Charles H.
Willyard, Motorola; R. A. Felsenheld, H.
Havstad, J. L. Jatlow, D. J. LeVine and L.
Pollack, Federal Telecommunications Labs;
K. P. Stiles, F. G. Hollins, E. T. Fruhner,
and W. P. Siddall, AT&T; Charles A. Parry,
Page Communications; R. B. Stecker, West-
ern Electric.
Do-It- Yourself Tv Gear for Sale
A closed-circuit television camera for in-
dustrial, institutional and ham use is being
marketed by the Electron Corp., Dallas,
Tex., according to Mike Ling of Ling Enter-
prises, Asheville, N. C, parent firm of Elec-
tron Corp.
The Electron camera was designed by
Mort Zimmerman, president of the manu-
facturing firm, for use with non-professional
lighting and with an ordinary receiver as
monitor. Demonstrated in closed-circuit cov-
erage of the Dallas Open Golf Tournament,
the Electron camera sells for less than $500
and at a lower price in do-it-yourself kit
form.
Zenith's Horizontal Chassis
Something new has been added to Zenith
Radio Corp.'s 1958 television line — a port-
able tv set with horizontal rather than the
standard vertical chassis, claimed to repre-
sent "a sharp departure from industry prac-
tice." The new chassis is wired by hand,
which eliminates printed circuitry character-
ized by Zenith as "flimsy" and productive
of service headaches.
L. C. Truesdell, Zenith vice president and
sales director, said the horizontal chassis in
the 14- and 17-inch "carry about" portables
is the same basic type as that used in all
Zenith 1958 table models and consoles. He
claimed service dealers prefer it to the ver-
tical because it is easier and more economi-
cal to service.
Motorola's Taylor Sees Sales
Of 5 Million Tv Replacements
A replacement market of five million tv
receivers, plus additional sales from new
family formations and home construction,
are predicted for 1958 by Edward R. Taylor,
executive vice president of Motorola Inc.'s
consumer products division.
He told distributors in Chicago that of
the 45 million sets in use today, 18.5 million
are five years old or more. Of the 18.5 mil-
lion sets, 71% are 16-inch screens or
smaller, while 39% are 12-inch size or less.
He also asserted the new year would bring
one million new family formations and one
million new homes scheduled for construc-
tion.
"Approximately 10 million homes are
presently without any tv, not to mention
that only some 1 1 % of the wired homes in
America have more than one television
set," Mr. Taylor pointed out. Tv set sales
by distributors to dealers should approxi-
mate six million units in 1958, a 6% de-
crease from 1957, with replacement pur-
chases taking up considerable slack.
Among favorable marketing developments
in recent months, Mr. Taylor claimed, were
the leveling off of portable tv set demand
(and the swing to larger screen sizes) and
"the realization by the public that color tv
in its present form will always be priced
considerably higher than black and white
receivers."
MANUFACTURING SHORTS
Sylvania Electric Products announces what
is described as first "convertible" tv set, one
which can be used as both portable and
console. Several model lines of converti-
bles are to be marketed. Set features port-
able basic segment which slips in and out of
console cabinet. Sylvania also has intro-
duced three new 17-inch portables all using
110-degree deflection system which com-
pany developed year ago.
Allen B. DuMont Labs reports it has de-
veloped 25 w "piggy back" transistorized
power supply for existing two-way radio
mobile equipment, which reportedly guar-
antees over 80% efficiency.
Collins Radio Co., Cedar Rapids, Iowa, has
opened sales engineering office at 205 E.
Third Ave., San Mateo, Calif. Phone: Dia-
mond 2-2131. E. L. Grandison is in charge.
Packard-Bell Electronics Corp., L. A., has
declared regular quarterly dividend of 12Vi
cents per share on 688,000 shares of com-
mon stock outstanding, payable Jan. 25
to shareholders of record Jan. 10.
Washington, D. C, Hi-Fi Show will be held
March 14-16 in Shoreham Hotel, according
to M. Robert Rogers, WGMS Washington,
chairman of planning committee. About
50 exhibitors reportedly are planning to
take part.
JAXIE" EXTENDS
(greetings!
To His Many Friends in
National and Local Agencies
WK A . T V Channel 1 2
WW I m I W Jacksonville, Florida
FLORIDA'S COLORFUL STATION
Broadcasting
December 23, 1957 • Page 79
AWARDS
Western Programs Fare Poorly
In Latest Tv Awards by 'Look'
CBS-TV and NBC-TV ran neck-and-neck
this year with seven winners each of the
Look magazine tv awards for 1957 while
ABC-TV came in third with two programs,
it was announced Saturday by Cowles Pub-
lications Inc. The eighth annual awards are
contained in the Jan. 7 issue of the maga-
zine out today (Monday). Surprisingly,
noted Look, none of tv's "highly-rated
westerns" managed to land a single winner
in the voting of 309 newspaper tv critics for
the period Nov. 1, 1956-Oct. 31, 1957. Only
network programs were considered. Syndi-
cated programs did not qualify. The awards
ceremony will take place this coming Satur-
day on NBC-TV's Perry Como Show.
CBS-TV winners were See It Now (best
public affairs series) ; I've Got a Secret
(quiz-panel series); Phil Silvers Show (best
situation comedy); Alfred Hitchcock Pre-
sents (best half hour dramatic series); Play-
house 90 (best hour-or-more dramatic
series); Jack Benny Show (best straight
comedy series); Edsel Show (best musical).
NBC-TV winners were Steve Allen Show
(best variety series); Tonight (best novelty
series); World Series coverage (both best
sports and best special programs); Hallmark
Hall of Fame's "Green Pastures" (best
dramatic show); Perry Como Show (best
musical series).
ABC-TV winners were Omnibus (best
educational series) now seen on NBC-TV;
ONE OF THE
FIRST 100 MARKETS
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" MtO*f^
feJjfS THE BO*w %
■ ■ y
WHBF
RADIO & TELEVISION
COMING!
Greatly Expanded TV
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Disneyland (best children's series), and
although the show went off the air very early
in the year, also Bishop Fulton J. Sheen's
Life Is Worth Living.
Many of the series picked were repeaters
from the 1956 Look awards. Mr. Benny
supplanted comic Sid Caesar whose show
left NBC-TV this past spring.
ABA Sets Public Service Awards
For Radio-Tv, Other Media
A national program of annual public
service awards to radio, tv and other media
for "outstanding contributions to public un-
derstanding of our legal and judicial sys-
tems" will be conducted by American Bar
Assn.
The awards will be announced and pre-
sented at the association's annual meetings,
starting with ABA's 81st convention in Los
Angeles Aug. 25-29, 1958. An awards com-
mittee will select recipients, having set next
Feb. 15 as the deadline for entries based on
programs or articles during 1957. The pro-
gram already has been authorized by ABA's
board of governors.
The awards, with the symbol of an en-
graved gavel, will be given for "noteworthy
service" in the areas of "(1) increasing
public understanding of the intrinsic values
of our systems of law and justice; (2) co-
operation with the organized bar to improve
court administration, or in other bar activ-
ities in the public interest, and (3) explain-
ing the role of the lawyer in American life."
The decision to inaugurate the awards
program was explained in this announce-
ment:
"Legal subjects are being discussed and
portrayed with increasing frequency by the
media of information and entertainment.
The American Bar Assn. wishes to recog-
nize constructive efforts to inform people of
the essential roles of laws and courts as
bulwarks of a free society. We believe such
efforts on the part of the media are in the
public interest also because they contribute
to the aim of the bar to improve court ad-
ministration and maintain high professional
standards. The ABA awards are intended to
accord national recognition to truly out-
standing public service of this type."
The bar association last month announced
plans to cooperate with CBS Television
Film Sales on a proposed legal dramatic
series, Attorney -at-Law [Film, Nov. 25].
It's understood CBS Television Films Sales
has chosen a story line for a pilot film.
Lasker Awards Contest Opens
Radio-television programs dealing with
medical research or public health during
1957 are eligible for one of three Albert
Lasker Medical Journalism Awards pre-
sented by the Albert and Mary Lasker
Foundation, it was announced last week.
Deadline for entries is Feb. 3, 1958. Scripts
will be rated by the foundation's board on
the basis of accuracy, significance, timeliness
and proficiency in the translation of techni-
cal information into lay language. Awards
have been increased this year from $1,000
to $2,500 plus a citation and a silver statu-
ette.
EDUCATION
WBC Educational Film Report
Given to Office of Education
A report to the nation, "Education '57,"
was presented to the U. S. Office of Educa-
tion last Monday by Westinghouse Broad-
casting Co. The documentary, a half-hour
film produced by WBC, was accepted by
Lawrence G. Derthick, U. S. Commissioner
of Education. Twenty-five copies are being
distributed for tv showing.
Comr. Derthick thanked Donald H. Mc-
Gannon, WBC president, for this contribu-
tion to public knowledge of the problems
facing educators. Taking part in production
of the film were Carroll Hanson, publica-
tions director of the Office of Education;
Gordon Hawkins, WBC director of educa-
tion; Rod MacLeish, chief of the WBC
Washington bureau; Chet Collier, WBZ-TV
Boston, plus staff personnel at the five WBC
tv stations. Richard M. Pack, WBC vice
president, was executive producer. Allyn
Edwards was narrator.
Educational Tv Estimates
Its Audience at 12 Million
The audience of educational (ETV) televi-
sion stations now totals 12 million, according
to Dr. Ryland Crary, education director of
Educational Television & Radio Center,
Ann Arbor, Mich. He said this "surprising"
figure had been attained despite the fact
that ETV stations "have been more con-
cerned with building good educational pro-
grams than with obtaining mass viewership
and big ratings."
Dr. Crary said the 12 million figure "rep-
resents a conservative estimate based on six
audience studies supported under ETRC's
program of grants-in-aid for research." He
explained it does not include viewers of edu-
cational programs broadcast over com-
mercial stations or pupils involved in closed-
circuit tv instructional programs. ETRC
provides ETV stations with programs of an
educational nature.
ETRC Logs 'Doctors in Space'
Doctors in Space, a filmed series on prob-
lems of rocket flying, begins on the 26 sta-
tions of the National Educational Television
network next month. KUHT (TV) Houston,
Tex., under contract to the Educational
Television & Radio Center, Ann Arbor,
Mich., started filming the 13 programs nearly
two years ago. Each show features a space
medicine expert from the ranks of medical
doctors, armed services and industry.
HOWARD E. STARK s
u STREET EL 5-0405
50 EAST 58th STREET
NEW YORK 22, N. Y
AUInquiries Con/identiaF^
Page 80 • December 23, 1957
Broadcasting
1
PROFESSIONAL SERVICES
Vandivere, Cohen & Wearn
Becomes Vandivere & Cohen
Reorganization of the Washington con-
sulting engineering firm of Vandivere,
Cohen & Wearn was announced last week.
The new firm is Vandivere & Cohen, with
Edgar F. Vandivere Jr. returning to active
consulting practice with the dissolution of
Vandivere Labs. Inc. Jules Cohen is the
second member of the firm.
Resigned is Wilson C. Wearn, for the
past 2Vi years assistant to the president of
WFBC-AM-FM-TV Greenville, S. C.
Joining the firm as an engineer is Ray-
mond P. Aylor Jr., most recently chief of
the field laboratory, Air Force Airways
Communications System, Andrews Air
Force Base, Md.
Chase Plans Own Law Practice
Seymour M. Chase, a member of the
Washington law firm of Segal, Smith &
Hennessey, has announced he will enter
communications practice for himself when
the current firm dissolves Jan. 1. George S.
Smith and Philip J. Hennessey, with three
other attorneys of the partnership, are leav-
ing to establish Smith & Hennessey [Pro-
fessional Services, Dec. 2].
Prior to joining Segal, Smith & Hennessey
four years ago, Mr. Chase was an attorney
in the FCC Office of Opinions & Review. His
new office will be at 736 Wyatt Bldg., Wash-
ington. Telephone: Executive 3-2299.
Jaffe, Preminger Agencies Unite
The talent agencies of Herb Jaffe in New
York and Ingo Preminger in Hollywood
have joined forces to form a new agency,
Preminger-Jaffe-Stuart. Mr. Preminger will
be president, with offices in Hollywood; Mr.
Jaffe will be vice president and treasurer,
with offices in New York; Malcolm Stuart,
an associate of Mr. Preminger for the past
three years, will be vice president and
secretary.
PROFESSIONAL SERVICE SHORT
Harshe-Rotman Inc., national public rela-
tions firm, has announced move of Chicago
offices to 108 N. State St. Telephone: Finan-
cial 6-6868.
INTERNATIONAL
CBC Board Recommends
First Uhfs for Dominion
Recommendations for licensing the first
two Canadian uhf stations were made by
the board of governors of CBC at its meet-
ing Dec. 6 at Ottawa. Societe Video de
Clermont was recommended for a license
on ch. 75 with power of 45.1 w video and
22.5 w audio and directional antenna at
491.5 feet above average terrain as a satel-
lite transmitter of CFCM-TV Quebec City,
Que., at Clermont, Que.
At Estcourt, Que., a satellite station of
CJBR-TV Rimouski, Que., was recommend-
ed for a license in the name of La Com-
pagnie de Television Pohenegamooke Inc.,
on ch. 70 with 45.1 w video and 27.55 w
audio and directional antenna of 123.4 feet
above average terrain.
CHAB Moose Jaw, Sask., was recom-
mended for a television station license on
ch. 4 with 54 kw video and 27 kw audio
and antenna 830 feet above average terrain.
New radio stations were recommended
for licensing in widely separated parts of
the country. At Kitimat, B. C, 400 miles
north of Vancouver in a new aluminum
smelting town, International Radio & Tele-
vision Corp. Ltd. has been recommended
for a 1-kw station on 1140 kc. The recom-
mendation was made on the understanding
that the station have an average of 28 hours
of live programming weekly. It will be
connected with CBC Trans-Canada network
as a supplementary station, while the CBC
repeater station at Kitimat will remain in
operation.
Schefferville, Que., new iron ore town
280 miles north of the St. Lawrence River
in otherwise uninhabited territory, is to
have a community radio station. A license
recommendation has been granted to Hol-
linger Ungava Transport Ltd. for a 250-w
station on 1230 kc.
In granting recommendations for new sta-
tions, the CBC board announced that in the
future it wants more program planning in-
formation from applicants and evidence the
plans can reasonably be carried out. The
board proposes to develop additional re-
views of programming of existing stations
and of actual operations as compared with
previous assurances, which will be studied
when recommendations regarding renewals
of licenses are considered.
Power increases were granted to a num-
ber of stations. CKLG North Vancouver,
B.C., was recommended for a power boost
from 1 kw to 10 kw and change of frequen-
cy from 1070 kc to 730 kc. CKNW New
Westminster, B.C., another Vancouver
suburban station, was turned down for a
power boost to 10 kw on 730 kc on grounds
that a greater amount of public advantage
should come from the increase to CKLG,
which through unforeseen bad ground con-
ductivity, has been technically unable to
provide adequate service north and west of
Vancouver for which it was established.
CJAV Port Alberni, B.C., and a new sta-
tion applicant at Burnaby, B.C., were also
both turned down for stations on 730 kc.
CKRB Ville St. Georges, Que., has been
HIGHER
AND
HIGHER
G0^o
Here's a few of
the new:
KSHO-TV
Las Vegas, Nev.
UTILITY TOWER
COMPANY
Box 7022
OKLAHOMA CITY, OKLA.
Broadcasting
December 23, 1957 • Page 81
J
INTERNATIONAL continued
granted a power increase from 250 w on
1400 kc to 5 kw day and 1 kw night on
1250 kc.
CFOS Owen Sound, Ont., will change
frequency with 1-kw power from 1470
kc to 560 kc.
CKLN Nelson, B.C., has had its power
boost recommended from 250 w on 1240 kc
to 1 kw on 1390 kc.
Share transfers were recommended for
CKSW Swift Current, Sask.; CKSF Corn-
wall, Ont.; CFAB Windsor, N.S., CKEN
Kentville, N.S., CKBW Bridgewater, N.S.;
CKX-AM-TV Brandon, Man.; CJIB Ver-
non, B.C., and CKRD Red Deer, Alta.
Transfer of ownership was granted to
CFJC Kamloops, B.C., and CKTR Three
Rivers, Que.
Australia Government to Accept
Tv Applications for Four Cities
The Australian government has an-
nounced it will accept applications for com-
mercial television stations in Brisbane, Ade-
laide, Perth and Hobart. Bids are to be
submitted to the Australian Broadcasting
Control Board in Melbourne by next March
31 (for Brisbane and Adelaide) and by
June 30 (for Perth and Hobart).
The government said public hearings on
the applications would commence in April
with the expectation that recommendations
for grants be made by mid-June and Sep-
tember.
Australia employs a dual system of radio-
tv that permits both government and pri-
vately-owned stations. At the present time
the Australian Broadcasting Commission
operates tv stations in Sydney and Mel-
bourne. Each of these cities also has two
other television outlets operated by com-
mercial interests.
CARTB Completes Planning
For March 30-April 2 Meet
Plans are complete for the annual meeting
of the Canadian Assn. of Radio & Television
Broadcasters at the Mount Royal Hotel,
Montreal, March 30-April 2. With the ex-
ception of Monday, March 31, meetings
will be open only to CARTB members for
discussions on operational problems and
association policies.
March 31 will have a morning television
workshop and an afternoon radio workshop,
with leading Canadian broadcasters and
representatives on panels. Advertisers and
agency representatives will be invited to
attend these sessions. Brainstorming sessions
will be held during the radio and tv work-
shops.
A Quarter Century Club luncheon is
slated for March 3 1 and the annual CARTB
dinner that evening.
Anderson Unseats Murdoch
In Toronto AFM Local Vote
Toronto musicians have upset the largest
local of the American Federation of Musi-
cians in Canada, the Toronto Musicians
Assn., by electing trumpeter George Ander-
son, 36, to replace Walter Murdoch, who
has held the presidency 25 years.
Only this year Mr. Murdoch was given a
testimonial dinner for his quarter-century as
leader of Local 149, AFM. Mr. Anderson's
election Dec. 7 came as a surprise to musi-
cians and the union. Mr. Anderson has been
a union member 20 years and is active with
orchestral groups employed by CBC.
The move to unseat Mr. Murdoch began
some months ago when full-time musicians
decided to take a more active role in the
operation of their union. Part-time musi-
cians were Mr. Murdoch's main supporters.
Elected with Mr. Anderson were Gurney
Titmarsh and John Niosi as vice presidents,
H. Nicholson as assistant secretary, and
Ellis McLintock as chairman of the fees
committee. A new executive board also was
elected. Mr. Murdoch remains as executive
officer for Canada on the international AFM
board.
IAAB Meet Agenda to Feature
Cuban Broadcast Restrictions
The renewal of news censorship restric-
tions by the Cuban government of President
Fulgencio Batista and proposed Cuban laws
threatening private ownership of broadcast
stations will be top topics at a meeting of
the General Assembly of Inter-American
Assn. of Broadcasters, to be held March
10-15 at Punta del Este, Uruguay.
The IAAB board is on record against
the proposed laws, contending they would
allow expropriation or government owner-
ship of broadcasting as well as censorship.
Representing the United States at the
Uruguay assembly will be Gilmore Nunn,
WBIR-TV Knoxville, Tenn., U. S. delegate
to IAAB, and NARTB President Harold E.
Fellows.
The Inter- American Press Assn. last week
denounced the Batista government for its
latest extension of press censorship another
45 days. The censorship exists under a state
of siege by which constitutional guarantees
are suspended. The press group termed the
Batista censorship "a threat against the free
journalists of Cuba" and "a blow against
freedom of information everywhere."
Last October Mr. Nunn and other IAAB
board members voiced their censorship
and private ownership views in an inter-
view with President Batista. They met with
members of the Cuban Broadcasters Assn.,
of which Abel Mestre, CMQ Havana, is
president. Mr. Mestre is a brother of Goar
Mestre, director general of Circuito CMQ.
The latter left Cuba in the autumn to protest
the proposed new Cuban broadcast laws in
the United States. He is currently on a
South American tour.
ABROAD IN BRIEF
PERSIAN TV PLAN: Habib Sabet, Iranian
representative for RCA and other U. S.
firms, will open the Middle East's first
commercial tv in March at Tehran, Iran,
it has been announced. Call letters are TVI
(Television of Iran) and it will operate on
ch. 2 (60 mc) with 2 kw. Programming will
include live originations at the Tehran stu-
dios and film from the U. S. and Europe.
The Middle East's only other television sta-
tion is operated by the government of Iraq
in Baghdad in cooperation with a British
concern.
PROTESTANT PROJECT: European Prot-
estants— lay and clerical — have formed a
committee to study the possibilities of a
Protestant radio station in Switzerland. The
matter was dropped by the Federation of
Swiss Protestant Churches at its assembly
last spring when the group decided that, be-
cause of theological questions involved, it
could not sponsor the project as suggested
by Swiss promoters.
Albert Moeckli, former director of tele-
graphs and telephones in the Swiss Post
Office, describes the renewed movement in
a Swiss Protestant newspaper, suggesting a
medium power station to spread evangelical
doctrine throughout Europe (including West-
ern Russia), the Near East and North Africa.
Construction, he estimates, would cost from
$575,000 to $690,000 and annual operation
about $161,000. Funds would come from
churches, religious groups and individuals.
TV INTRODUCED IN IRELAND: BBC was
scheduled to begin telecasting from North
Ireland's first television station last week at
Londonderry, according to an announce-
ment in London by Kenneth Thompson,
assistant postmaster general. The govern-
ment of Eire also is working on a plan to
introduce television to that country. It is
considering offers by the Pye manufacturing
firm and Gordon McLendon, Texas broad-
caster (KLIF Dallas, KILT Houston and
KTSA San Antonio) [International, June
24, et seq.]
1
HE BEST FRIEND A STATION EVER HAD!
1 "In eliminating fluffs - and the re-
VAinWiB \ sultant make-goods — we feel that
; i TelePrompTers more than pay for
' | themselves."
•> mob 1 mnrnmt Mr h Ha)ff Jr
r ,-4.i
*i-Ci^ Chairman of the Board
WOAI-TV, San Antonio, Texas
^^^^^^
— U CORPORATION — - Qur new TelePro 6000 ,ear
Jim Blair, Equipment Sales Manager screen projector sives you "on-
location scenery for the cost
311 West 43rd Street, New York 36, N. Y., JUdson 2-3800 °f * slide
Page 82 • December 23, 1957
Broadcasting
PEOPLE
ADVERTISERS & AGENCIES ... . ..
Arthur S. Bird, San Antonio industrialist,
and Gabriel Kaslow, partner in Weil,
Gotshal & Manges, N. Y. law firm, elected
to B. T. Babbitt Inc. board of directors.
Arthur W. Schultz, account supervisor (Gen-
eral Foods' Perkins Div.), Foote, Cone &
Belding, Chicago, elected vice president.
W. E. Schoon has been appointed advertis-
ing manager of Pontiac Motor Div. of Gen-
eral Motors Corp. He succeeds B. B. Kim-
ball, who becomes general sales manager's
assistant, with responsibility for handling
special advertising assignments.
■< Tom Tausig, formerly
radio-tv supervisor, Ted
Bates, N. Y., to P. Loril-
lard Co. (Kent, Old Gold
and Newport cigarettes),
N. Y., as assistant director
of advertising. Before join-
ing Bates he was account
representative at Young & Rubicam and
before that director of programs for WTOP-
TV Washington.
Donald B. Kraft, vice president and assistant
manager, Honig-Cooper Co. Seattle office,
named vice president and manager of that
office, effective Jan. 1.
E. Louis Figenwald joins Lee-Stockman
Inc., N. Y., as executive vice president in
charge of radio and tv.
Luella Cannam, formerly account execu-
tive, WVDA Boston, has opened her own
advertising and public relations agency, The
Cannam Co., at 900 Statler Bldg., Boston.
L. E. Wheelan appointed account executive-
administration on Minnesota Mining & Mfg.
Co. (graphic products division) account at
Erwin Wasey, Ruthrauff & Ryan Inc., Chi-
cago.
Don Wagnitz, formerly vice president of
Grant Adv. Inc. and manager of its Dallas
office, to Campbell-Mithun Inc., Chicago,
as account executive.
Walter A. Lawrence, formerly vice president
in charge of Kenyon & Eckhardt Chicago
office, to Guild, Bascom & Bonfigli, S. F.,
as account executive.
David G. Mclntyre, manager of radio-tv
production, Lewis & Gilman Inc., Phila-
delphia, to Doherty, Clifford, Steers &
Shenfield, N. Y., as assistant account execu-
tive.
Louis Rossillo, formerly with ABC-TV, to
Regal Adv. Assoc., N. Y., as tv timebuyer.
James V. Barton, Bu-
lova Watch Co., to Paper
Mate Co. (division of Gil-
lette), Chicago, as adver-
tising manager. Before
joining Bulova, Mr. Barton
was brand manager of
Toni Co., another Gillette
subsidiary.
A WEEKLY REPORT OF FATES AND FORTUNES
William R. Entrikin appointed general sales
manager for Elgin National Watch Co.'s
electronics division.
L. A. Iacocca and Wilbur Chase Jr., both
with Ford Motor Co. in various sales and
merchandising posts since 1946, named new
car marketing manager of Ford Div. and
new truck marketing manager, respectively.
Bill Kennedy, group supervisor for time-
buying on Seven-Up and Swift accounts,
J. Walter Thompson Co., Chicago, to Mc-
Cann-Erickson Inc. that city as broadcast
supervisor, effective Jan. 1. He succeeds
John Cole, who joins Needham, Louis &
Brorby.
Harold Green, advertising and marketing
executive, appointed director of advertising
and public relations for B. Manischewitz
Co., Newark, N. J.
Marian Jaeger, account executive, Morey,
Humm & Warwick, to Burke Dowling
Adams, both New York, as fashion-home
furnishings director, new post to service
Curtiss-Wright's Curon Div.
Mary Hardin, divisional advertising man-
ager, Macy's and Bamberger's, N. Y., to
Clinton E. Frank Inc., Chicago, copy staff
as senior writer.
Walter Perls, copywriter, Montgomery Ward
& Co., to Sidney Clayton & Assoc., Chicago,
copy staff.
Donald F. Coleman, advertising director of
American Dairy Assn., Chicago, to Camp-
bell-Mithun Inc., N. Y., effective Jan. 1.
Alfred G. Peart, 65, president and founder
of Paris & Peart Inc., died Dec. 18 follow-
ing heart attack in his office in New York.
Mr. Peart established agency in 1927.
FILM •
Paul Jones, vice president in charge of
advertising for Playboy magazine, N. Y.,
to Screen Gems Inc. that city as national
sales executive.
NETWORKS •.
Lane Blackwell, formerly British and Euro-
pean sales manager for Fremantle Over-
seas Radio & Television Inc., has been ap-
pointed British and European sales manager
for NBC International Ltd. Mr. Blackwell
will headquarter in London.
Robert Bullock, engineer in charge of
equipment and installations for Don Lee
Broadcasting System, named chief engineer
of regional network. He succeeds Robert
Arne, leaving Dec. 31 to become chief en-
gineer of KTVU (TV) Oakland, Calif. Ed-
ward Dela Pena, engineer in charge of re-
cording, promoted to assistant chief engineer
of Don Lee.
Louis Roen, announcer at NBC Chicago
for past 24 years, resigns, effective Jan. 1.
IS GNU YEAR-
Not any more than any other year.
But unlike the gnu, you can make
1958 an especially happy year by
putting your sales message on
WBNS Radio. There you can
speak "people talk" to $3,034,624,-
000.00. You're sure of lots of lis-
teners on the hoof. That's because
WBNS Radio is first according to
Pulse in 315 out of 360 quarter
hours, Monday through Friday, 6
A.M. to midnight. Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
Broadcasting
December 23, 1957 • Page 83
Two heads are better than one,
except when the second one comas
from a hangover.
Merry Christmas !
WMT-TV
CBS Television for Eastern Iowa
Mail Address : Cedar Rapids
National Reps: The Katz Agency
TO COVERAGE— is the KOA-RADIO
Route that takes your advertising
message throughout the entire West-
ern Market — reaching cities and
towns, farms and ranches in 302
counties of 12 states!
TO SALES — is the KOA-RADIO
Route — the West's best way to sell
your product to over 4 million po-
tential customers!
GET ON - STAY ON* - KOA-
RADIO! It's the only station you
need to route your product directly
to the entire, rich Western Market.
(*mosf advertisers dol)
Represented
nationally
by Henry I.
Christal Co.,
Inc.
KO
DENVER
One of America's great radio stations
50,000 watts 850 Kc
-«< Harold (Hap) Ander-
son, general manager,
WDEF-TV Chattanooga,
Tenn., to Founders Corp.
(investment firm owning
KPOA Honolulu, WFBL
Syracuse, N. Y., and
WTAC Flint, Mich., and
holding 50% interest in KTVR [TV] Den-
ver and in WSMB New Orleans as well as
Mohican Stores Inc., chain of 65 supermar-
kets in New England and trading stamp
company in New York), N. Y., as president.
He succeeds John M. Shaheen, Founders
president and majority stockholder (who re-
mains as board member), as president.
Otis H. Segler, WDEF- ►
TV commercial sales man-
ager, succeeds Mr. Ander-
son as general manager.
John Carroll, managing director of WKMH
Dearborn, Mich., takes on additional duties
as vice president of Knorr Broadcasting
Corp., licensee of WKMH.
Ed Tabor, KBAK-TV Bakersfield, Calif.,
promoted to general sales manager.
Randolph H. Gretes, formerly general man-
ager, KRPL Moscow, Idaho, to WWBZ
Vineland, N. J., in similar capacity.
Curt Sorbo, formerly sales representative of
KFYR-TV Bismarck, to KMOT-TV Minot,
both North Dakota, as station manager.
John E. Barrett, formerly with KERO-TV
and KBAK-TV, both Bakersfield, as sales
manager, to KFRE-TV Fresno, both Cali-
fornia, in similar capacity.
■M Russell McElwee, sales
staff, WSOC-TV Charlotte,
N. C, promoted to local
and regional sales mana-
ger. Before joining WSOC-
TV last April, Mr. McEl-
wee was with WXEX-TV
Richmond, Va., as account
executive.
Robert B. Cheyne, for- ►
merly vice president in
charge of sales. Allied Ap-
pliance Co., Boston, to
WHDH-AM-TV Boston as
director of sales promo-
tion. Mr. Cheyne has been
in sales and advertising
work in New England for past 12 years.
Alex M. Victor, radio-tv director, Francis
D. Gonda Adv. Co., Hollywood, to KMLA-
FM Los Angeles as director of sales pro-
motion.
Duane Modrow, formerly salesman at Henry
Field Aluminum Products Co. and at KFNF
Shenandoah, Iowa, to KMA that city as
promotional manager. He succeeds F. S.
Nelson, resigned to become assistant adver-
tising manager of Earl May Seed Co.
Ron Schafer joins KSAN San Francisco as
merchandising manager.
ABOVE, Gardner Cowles (1), chair-
man of the board of the Cowles Broad-
casting Co. and editor of Look maga-
zine, is seen with Robert R. Tincher,
vice president of Cowles and general
manager of WHTN-AM-TV Hunting-
ton, W. Va., during Mr. Cowles visit
to the station's newly remodeled stu-
dios. In addition to Mr. Cowles, Gen.
Luther Hill, president of Cowles,
toured the new radio and tv studios
in Huntington. They also inspected
the facilities in Charleston, W. Va.,
which are expected to be completed
in the near future.
Michael V. Secrest, formerly production-
promotion director of WTIX New Orleans
and program director of KXYZ Houston,
to Johns' Stations (WMIN Minneapolis-St.
Paul, KMNS Sioux City, KIHO Sious Falls,
S. D., and WOSH Oshkosh, Wis.) as na-
tional director of programming.
■< Clark Pollock, formerly
operations executive with
WLBR-TV Lebanon, Pa.,
and production-program
director with WNBF-AM-
FM-TV Binghamton,
N. Y., to KVTV (TV)
Sioux City as program
director.
Douglas L. Sinn, local sales manager, WWJ-
TV Detroit, to WMBD-TV Peoria, 111., as
regional sales manager. Bob Carlton, an-
nouncer, and Robert Epstein, account execu-
tive, WMBD, join WMBD-TV as account
executives.
Louis O. Hertz Jr, formerly art director
for WABT Birmingham and member of
animation engineering staff of UPA Pictures
3 MILLION
Montana visitors will have
their car radios tuned
to KGVO
MISSOULA, MONT.
plus all Western Montana
•
affiliated with KMSO-TV
MOSBY'S INC.
Page 84 • December 23, 1957
Broadcasting
r
Inc., Burbank, Calif., to WAGA-TV Atlanta
as promotion manager.
Don Moore, production coordinator, KTBS-
Tv Shreveport, La., promoted to production
manager.
Robert L. Ouellette, announcer, appointed
program director of WGHM Skowhegan-
Waterville, Maine.
Stephen P. Willis, 54, ►
general manager, WPTV-
TV Palm Beach, Fla., died
Dec. 14 from coronary
thrombosis. Mr. Willis
spent 26 years in advertis-
ing and broadcast manage-
ment. He started with
Lamport MacDonald Adv. Inc., South Bend,
Ind., in 1931. He was graduate of Medill
School of Journalism at Northwestern U.,
member of Pioneers Radio & Tv Assn. and
Rotary International.
Raymond L. Moss, 42, general station man-
ager, WSSV Petersburg, Va., died Dec. 11
following heart attack.
PROGRAM SERVICES
Molly Low, sales manager, KGFJ Los
Angeles, to Tel National (new radio tran-
scription service) as vice president and sales
manager.
PROFESSIONAL SERVICES .
Frank McNaughton, former Time-Life
Washington correspondent, announces open-
ing of Frank McNaughton & Assoc. public
relations counselor firm, with offices at 14
E. Jackson Blvd., Chicago. Telephone: Har-
rison 7-4072. Florence Abrahamson, for-
merly with American Federation of Tele-
vision & Radio Artists and Screen Actors
Guild in Chicago, is executive assistant.
MANUFACTURING
R. T. Silberman, vice president, Cohu Elec-
tronics Inc., appointed president of corpora-
tion's Kin Tel Div. in San Diego and
Thomas M. Hamilton named administrative
vice president of Cohu's Millivac Div. in
Schenectady, N. Y.
Gerard R. Sauer, with RCA since 1950 and
serving in Office of Deputy for Communica-
WHEN THEY SAY
YOU'VE COMMITTED
LIBEL — SLANDER
PIRACY - PLAGIARISM
INVASION OF PRIVACY
COPYRIGHT VIOLATION
Be ready with our unique
INSURANCE
Adequate protection against embarrassing loss
at amazingly moderate cost. Write!
tions and Electronics, U. S. Air Force Tacti-
cal Air Command, appointed to newly
created post of manager of Semi-Automatic
Ground Environment (SAGE) powerhouse
operation for RCA in Topsham, Maine.
M Homer L. Marrs, vice
president and midwestern
area sales manager, Mo-
torola Communications &
Electronics Inc., Chicago,
promoted to operations
manager.
Harold A. Jones, for- ►
merly staff director of
sales for MC&E, elected
vice president and named
to succeed Mr. Marrs as
midwestern area sales
manager.
TRADE ASSNS. • v v.r— •
Donald S. Frost, vice president in charge of
advertising, Bristol-Myers Products division,
Bristol-Myers Co., elected treasurer of Assn.
of National Advertisers, succeeding Henry
Schachte, vice president, Lever Bros. Co.,
who earlier was elected ANA vice chairman.
Mr. Frost also is chairman of ANA ad-
vertising management subcommittee on
agency relations.
INTERNATIONAL
M Marcel Carter, comp-
troller of Canadian Broad-
casting Corp., Ottawa,
Ont., named controller of
management and develop-
ment.
A. M. Henderson, sec- ►
retary-treasurer of Distil-
lers Corp. -Seagrams Ltd.,
Montreal, named comp-
troller of CBC with head-
quarters in Ottawa.
J. Paul Moore to media director of Need-
ham, Louis & Brorby of Canada Ltd.,
Toronto.
Bill Quenville, formerly of CKVR-TV Bar-
rie and CKSO-TV Sudbury, to CHEX-TV
Peterborough, all Ontario, as audio opera-
tor.
Dan Kelly, announcer, CKGB Timmins,
Ont., named chief announcer.
C. E. Strange, radio-tv director of Ruthrauff
& Ryan Ltd., Toronto, to Stovin-Byles Ltd.,
Toronto station representatives, radio sales
staff.
D. Harry Foster, 80, vice president and di-
rector of Foster Adv. Ltd., Toronto, died
Dec. 3. He had been active in radio and tv
branch of agency, which he formed with his
son in 1939.
Ron Trenouth, 26, blind disc jockey of Ca-
nadian Broadcasting Corp., Toronto, who
did radio program for handicapped persons,
died Dec. 1.
CHANNEL 4-SIGHT
You don't have to be a Sher-
lock, nor do you need a glass
to magnify the resultant effect
of the use of Channel 4 in the
great Golden Spread.
More than 100,000 TV sets in
a vastly healthy and wealthy
market.
Power: Visual 100 kw
Aural 50 kw
Antenna Height 833 feet
above the ground
OKLAHOMA
KGNC-TV
CHANNEL 4
CONTACT
ANY
KATZ MAN
AMARILLO,
TEXAS
EMPLOYERS REINSURANCE
CORPORATION
21 W. Tenth, Kansas City, Mo.
New York, Chicago, San Francisco,
107 William 175 W. 100 Bush
St. Jackson St,
Broadcasting
December 23, 1957 • Page 85
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-541 1
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE *
RUSSELL P. MAY
711 14th St., N. W.
Washington 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE*
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFGCE *
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFGCE *
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1000 Conn. Ave. Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere & Cohen
Consulting Electronic Engineers
610 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
Member AFCCE *
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C
Member AFCCE *
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE *
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE *
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8213
WASHINGTON 4, D. C.
Member AFCCE *
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE *
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phoos iaekson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
'Tor Results in Broadcast engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. Dl. 3-7503
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Lufkin, Texas
NEptune 4-4242 NEptune 4-9558
SPOT YOUR FIRM'S NAME HERE,
To Be Seen by 77,440* Readers
— among them, the decision-making
station owners and managers, chief
engineers and technicians — applicants
for am, fm, tv and facsimile facilities.
*1956 ARB Continuing Readership Study
Page 86 © December 23, 1957
Broadcasting
: FOR THE RECORD
Station Authorizations, Applications
As Compiled by BROADCASTING
December 12 through December 18
Includes data on new stations, changes in existing stations, ownership changes, heating
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification,
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization.
STA — special temporary authorization. * — educ.
New Tv Stations
APPLICATIONS
Hot Springs, Ark. — Southwestern Publishing
Co., vhf ch. 9 (186-192 mc); ERP 306 kw vis.,
163 kw aur.; ant. height above average terrain
679 ft., above ground 287 ft. Estimated construc-
tion cost $432,000, first year operating cost
$244,400, revenue $260,000. P. O. address 920
Rogers Ave., Fort Smith, Ark. Studio location
Hot Springs, Ark. Trans, location Hot Springs,
Ark. Geographic coordinates 34° 30' 06" N. Lat.,
93° 06' 26" W. Long. Trans., ant. GE Legal
counsel Hale, Wollenberg & Kenehan, Washing-
ton, D. C. Consulting engineer William L. Foss
Inc., Washington, D. C. Donald W. Reynolds,
president and 100% owner of Southwestern Pub.
Co., owns or controls KFSA-AM-FM-TV Fort
Smith, Ark., KOLO-AM-TV Reno, KORK Las
Vegas, KLRJ-TV Henderson, all Nev., KHBG
Okmulgee, Okla., and KBRS Springdale, Ark.
Announced Dec. 16.
Moline, 111. — Public Service Bcstg. Co. vhf ch.
8 (180-186 mc); ERP 316 kw vis., 158 kw aur.;
ant. height above average terrain 1,000 ft.,
above ground 1,061.3 ft. Estimated construction
cost $1,015,796, first year operating cost $975,000,
revenue $1,100,000. P. O. address 1808 Third
Ave., Rock Island, 111. Studio location Moline,
111. Trans, location Lynn Center, 111. Geographic
coordinates 41° 17' 51" N. Lat., 90° 22' 30" W.
Long. Trans., ant. RCA. Legal counsel Mc-
Connaughey, Sutton & L'Heureux, Washington
4. D. C. Consulting engineer Kear and Kennedy,
Washington, D. C. Owners are WMT-TV Cedar
Rapids, Iowa (40%), Gerard B. McDermott (15%),
Robert M. Bahnsen, Robert A. Klockau, Bernard
J. Moran, Reynolds Everett (each 7%) and
others. William B. Dolnh is president and 31%
owner of WMT-TV; he is president of American
Bcstg. Stations Inc., which own 49% of WMT-
TV. Mr. McDermott is president, general man-
ager and 98.8% owner of KBUR Burlington,
Iowa. Mr. Bahnsen is in lumber and drugs. Mr.
Klockau is attorney. Mr. Moran is attorney.
Anounced Dec. 12.
Existing Tv Stations
ACTIONS BY FCC
KVIT (TV) Santa Fe, N. Mex.— Granted appli-
cation for mod. of cp to move trans, from 2.8
miles northwest of city to Sandia Crest about
43 miles southwest of Santa Fe and about 14
miles northeast of Albuquerque, move main
studio from present site of trans, to within
Santa Fe, increase vis. ERP from 0.324 kw to
28.2 kw, with aur. 14.4 kw, and make other
equipment changes. Chairman Doerfer and
Comrs. Hyde and Mack dissented. Announced
Dec. 18.
Granted request of Capitol Cities Television
Corp. for authority to operate temporarily to
Jan. 15, 1958, on ch. 41 in Albany, N. Y., using
call letters WCDA in accordance with specifica-
tions previously authorized as satellite of sta-
tion WTEN ch. 10, Vail Mills. Announced Dec.
16.
sion denied petition by Telecasting, Inc. (WENS
ch. 16) Pittsburgh, Pa., for rule making to add
fourth commercial vhf channel to Pittsburgh
area by (1) shifting ch. 9 from Steubenville,
Ohio, to Pittsburgh, and ch. 16 from Pittsburgh
to Steubenville, or (2) adding ch. 6 to Pittsburgh
by deleting it from Johnstown-Altoona and giving
later chs. 8 and 12, deleting ch. 12 from both Erie,
Pa., and Clarksburg, W. Va., and adding it to
Cleveland- Akron, Ohio (as well as to Johnstown-
Altoona), deleting ch. 8 from Lancaster, Pa., and
adding it to Philadelphia-Wilmington-Camden-
Atlantic City. Announced Dec. 18.
By memorandum opinion and order, Commis-
sion denied petition by Veterans Bcstg. Co. Inc.,
applicant for new tv station to operate on ch.
10 in Vail Mills, N. Y., for stay of temporary
authority to Capitol Cities Television Corp.
(formerly Hudson Vallev Bcstg. Co. Inc.) to
operate WTEN (formerly WCDA) on ch. 10 in
Vail Mills pending determination on applications
for regular operation on that frequency as might
be filed. Veterans requested stay on Capitol's
temporary operation on ch. 10 until such time as
Van Curler Bcstg. Corp. commences operation
of WTKI on ch. 13 in Albany. Commissioner
Bartley abstained from voting. Announced Dec.
18.
TV CHANNEL CHANGES PROPOSED
By notice of proposed rule making, Commis-
sion invites comments by Jan. 17 to petition
by Springfield Television Bcstg. Corp (WWLP
ch. 22), Springfield, Mass., to substitute ch. 15
for ch. 75 in Concord, N. H., ch. 21 for ch. 15 in
Portsmouth, N. H., ch. 75 for ch. 30 in St.
Johnsbury, Vt., ch. 69 for ch. 74 in Bennington,
Vt., and give ch. 74 to Springfield, Vt. Announced
Dec. 18.
Translators
Allocations
TV RULE MAKING— PETITIONS DENIED
By memorandum opinion and order, Commis-
Coachella Valley Tele. Club, Inc. Indio, Calif. —
Granted cp for new tv translator station on ch.
75 to translate programs on KRCA (ch. 4) Los
Angeles, Calif. Announced Dec. 18.
Joplin TV Club, Inc. Joplin, Mont. — Granted
cp for new tv translator station on ch. 78 to
serve Joplin, Chester, Inverness and Rudyard
to translate programs of CJLH-TV ch. 7, Leth-
bridge, Alberta, Canada. Announced Dec. 18.
Shelby TV Club, Inc. Shelby, Mont.— Granted
cp for new tv translator station on ch. 76
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
Cl
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
CHICAGO, ILL.
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
Rl 8-1175
SAN FRANCISCO
W. R. (Ike) Twining
I I I Sutter St.
EX 2-5671
The First1 and Only2 National Media Brokerage Firm
1. First In properties sold— Small, Large and Volume
2. Coast- to-Coaat. Five Offices Strategically Located
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting
December 23, 1957 • Page 87
FOR THE RECORD continued
to translate programs of CJLH-TV (ch. 7),
Lethbridge, Alberta, Canada. Announced Dec. 18.
New Am Stations
ACTIONS BY FCC
Pompano Beach, Fla. — Gold Coast Broadcast-
ers, granted 1470 kc, 5 kw DA-D. P. O. address
% Howard J. Schellenberg Jr., 1025 Connecticut
Ave., N.W., Washington, D. C. Estimated con-
struction cost $25,716, first year operating cost
$40,000, revenue $45,000. Principals are equal
partners James C. Doan, insurance interests; C.
Robert Clark, realty interests, and Charles W.
Stone, account executive at WCPO Cincinnati,
Ohio. Announced Dec. 16.
Avondale Estates, Ga. — The Great Commission
Gospel Assn. Inc. granted 1420 kc, 500 w D.
P. O. Box 77, Atlanta, Ga., % L. E. Latham.
L. E. Latham, president, is traveling evangelist.
Announced Dec. 18.
Cleveland, Ga.— Clyde W. Turner, granted 1350
kc, 500 w D. P. O. address % Mr. Turner, Cleve-
land. Estimated construction cost $15,690, first
year operating cost $29,500, revenue $42,000. Mr.
Turner, lumber interests, will be sole owner.
Announced Dec. 18.
APPLICATIONS
Santa Rosa, Calif. — Sonoma County Bcstrs.,
1580 kc, 250 w D. P. O. address Alfred M. Pettier,
6 Bryant Way, Orinda, Calif. Estimated con-
struction cost $20,166, first year operating cost
$49,980, revenue $60,000. Owners are Alfred M.
Pettier (65%) and others. Mr. Pettier is in ad-
vertising. Announced Dec. 18.
Cedar Falls, Iowa — Mass Communications Inc.,
1250 kc, 500 w D. P. O. address 1240 Lay Road,
Richmond Heights, Mo. Estimated construction
cost $21,623, first year operating cost $50,951,
revenue $73,840. Owners are William R. Cady Jr.
(51%) and others. Mr. Cady has 29% of common
stock and 100% of issued preferred stock in
KADY St. Charles, Mo., and has minority in-
terest in KJOE Shreveport, La. Announced
Dec. 18.
College Park, Md. — TCA Bcstg. Corp., 1150 kc,
500 w-5 kw unl. P. O. address 3600 M St., N.W.,
Washington, D. C. Estimated construction cost
$79,271, first year operating cost $178,000, revenue
$191,500. T. C. A. Investing Corp., sole owner, is
owned by O. Roy Chalk and wife (71.1%) and
others. Mr. Chalk, president of Trans Caribbean
Airways Inc., parent corp. of T. C. A. Investing,
as well as T. C. A. Investing itself, has various
business and real estate holdings. Announced
Dec. 12.
Existing Am Stations
ACTIONS BY FCC
WLAU Laurel, Miss. — Granted change of facil-
ities from 1490 kc, 250 w unl. to 1600 kc, 5 kw D;
trans, to be operated by remote control. An-
nounced Dec. 18.
Ralph D. Epperson, Williamsburg Bcstg. Co.,
Williamsburg, Va.; WDDY, WDDY Inc., Glou-
cester, Va. — Designated for hearing application
of WDDY to change facilities from 1420 kc, 1 kw
D to 740 kc, 250 w D, in consolidation with ap-
plications of Epperson and Williamsburg; both
for new am stations to operate on 740 kc, 500 W
D; made WVCH Chester, Pa., party to proceed-
Carolinas
$130,000.00
Consistently profitable prop-
erty in a solid secondary market.
Fine facility with top coverage.
29% down with reasonable terms
on balance.
COMMERCIAL STATION BOXSCORE
As Reported by FCC through Nov. 30
AM
FM
TV
T irFNQPTi ( all nn air^
lv_. nix OLU ^ all UH dl 1 )
3 1 1 3
S?7
J 1
jy l
i^jra on air ^new siarions )
D /
1 A
1U
14 /
Lrb not on air ^new stations )
1 AQ
iuy
J 1
117
XOTAT ATTTHORT7Fri STATIONS
JOO
DJO
Applications for new stations (not in hearing)
374
32
72
Applications for new stations (in hearing)
116
9
50
Total applications for new stations
490
41
122
Applications for major changes (not in hearing)
218
20
35
Applications for major changes (in hearing)
27
1
11
Total applications for major changes
245
21
46
Licenses deleted
0
0
0
CPs deleted
1
0
2
AM
FM
TV (Commercial)
SUMMARY OF STATUS OF AM, FM, TV
Compiled by BROADCASTING through Dec. 18
ON AIR CP
Lie. Cps Not on air
3,113 67 119
527 10 59
3 921 1472 119
TOTAL APPLICATIONS
For new stations
501
47
130
Commercial
Non-Commercial
OPERATING TELEVISION STATIONS
Compiled by BROADCASTING through Dec.
VHF UHF
410 85
22 6
18
TOTAL
4953
281
1 There are, in addition
licenses.
2There are, in addition,
longer in operation.
3 There have been, in addition, 177 television cps granted
144 uhf).
4 There has been, in addition, one uhf educational tv station granted, but now deleted.
six tv stations which are no longer on the air, but retain their
89 tv cp-holders which were on the air at one time but are no
but now deleted (33 vhf and
ing; denied Williamsburg petition for dismissal
of WDDY application. Announced Dec. 18.
New Fm Stations
ACTIONS BY FCC
Denver, Colo. — George Basil Anderson, granted
100.3 mc, 2.4 kw unl. P. O. address 6535 W. Jewel,
Denver, Colo. Estimated construction cost $6,762,
first year operating cost $2,000, revenue $2,000.
Mr. Anderson, sole owner, is owner of KJSK
Columbus, Nebr., KJRG Newton, Kan., and 50%
partner of KCLO Leavenworth, Kan. Announced
Dec. 18.
Kansas City, Kan. Floyd W. Hurlbert, granted
98.1 mc, 4.4 kw unl. P. O. address 5094 Rock
Creek Lane, Mission, Kan. Estimated construc-
tion cost $3,700, first year operating cost $10,800,
revenue $15,000. Mr. Hurlbert, sole owner, is
division manager, Investors Diversified Syn-
dicate, Kansas City, Mo. Announced Dec. 18.
Detroit, Mich. — Meadowcroft Bcstg., granted
Florida
S73.000.00
An opportunity to obtain a
growth facility in one of Florida's
larger markets with a very low
cash down payment and on the
easiest terms. A deal for owner-
operator.
Exclusive with
J^Lackburn & Go
acKOurn kd ^ompanif
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
CHICAGO
H. W. Cassill
William B. Ryan
333 N. Michigan Avenue
Financial 6-6460
Page 88
December 23, 1957
94.7 mc, 20.5 kw unl. P. O. address 1011 Forrest,
Birmingham, Mich. Estimated construction cost
$26,533, first year operating cost $47,740, revenue
$52,416. Owners are Garvin H. Meadowcroft
(66.67%) and Henry G. Meadowcroft (33.33%).
Garvin Meadowcroft is general sales manager of
WSIM-AM-TV Lansing. Henry Meadowcroft has
been design supervisor with Detroit Edison Co.
Announced Dec. 18.
APPLICATIONS
San Diego, Calif.— Los Tres Diablos Bcstrs.,
92.5 mc, 3.81 kw unl. P. O. address 218 Citizens
Bank Bldg., 16 N. Marengo Ave., Pasadena, Calif
Estimated construction cost $14,300, first year
operating cost $21,000, revenue $24,000. Owners
are John K. Blanche, Kenneth A. Hamill, and
Joseph D. Worth (each i/3). Mr. Blanche, at-
torney, is partner in KDWC (FM) West Covina,
Calif. Mr. Worth is partner in KDWC (FM) and
general manager. Mr. Hamill operates service
station. Announced Dec. 18.
San Francisco, Calif.— Mid-America Bcstrs.
Inc., 95.7 mc, 11.56 kw unl. P. O. address Belle-
vue Hotel, Geery and Taylor Sts., San Francisco,
Calif. Estimated construction cost $9,975, first
year operating cost $25,000, revenue $25,000. Mid-
America Bcstrs. is licensee of KOBY San Fran-
cisco, and is owned by David M. Segal (85.4%)
and others. Mr. Segal also owns 94% of KOSI
Aurora, Colo., and 75% of WGVM Greenville,
Miss. Announced Dec. 17.
Springfield, Mass.— The Pres. and Trustees of
Springfield College*, 88.9 mc, .010 kw unl. P. O.
address 263 Alden St., Springfield, Mass. Esti-
mated construction cost $3,385, first year op-
erating cost $500. Announced Dec. 16.
Dallas, Tex. — A. H. Belo Corp., 97.9 mc, 38.4
kw unl. P. O. address Young and Houston Sts.,
Dallas, Tex. Estimated construction cost $28,258,
first year operating cost $6,000, revenue unknown
at present. A. H. Belo Corp., E. M. Dealey, pres-
ident, is licensee of WFAA-AM-TV Dallas. An-
nounced Dec. 17.
Salt Lake City, Utah— KLUB Bcstg. Co., 97 1
mc, 23.12 kw unl. P. O. address 165 Social Hail
Ave., Salt Lake City, Utah. Estimated construc-
tion cost $6,000, first year operating cost $12,000
revenue $12,000. Frank C. Carman, sole owner,
owns KLUB Salt Lake City. Announced Dec. 16.
Ownership Changes
ACTIONS BY FCC
KTKT-AM-FM Tucson, Ariz.— Granted assign-
ment of licenses and cp to Copper State Bcstg.
Broadcasting
Corp. (Thomas J. Wallace, president) ; considera-
tion $115,000. Announced Dec. 18.
KBTM-AM-FM Jonesboro, Ark. — Granted as-
signment of licenses from Harold E. and Helen
W. King to Alan G. Jr. and Matthew C. Patte-
son, d/b as Patteson Brothers; consideration
$110,000. Announced Dec. 18.
KROG Sonora, Calif. — Granted assignment of
license to John H. and Charlotte Robbins; con-
sideration $20,063. Announced Dec. 18.
WKEN Dover, Del. — Granted assignment of li-
cense to Coastal Carolina Bcstg. Corp. (WMYB
Myrtle Beach, S. C, and James Olin Tice Jr.,
president, also has interests in WJOT Lake City,
S. C, and WBLR Batesburg, S. C); considera-
tion $35,000. Announced Dec. 18.
WROD Daytona Beach, Fla.— Granted transfer
of control from James S. Murphy and James F.
McDonough to Radio of Daytona Inc. (Morton
G Bassett Jr., president, and James F. Mc-
Donough, vice pres.); consideration $145,000. An-
nounced Dec. 18.
WHOO-AM-FM Orlando, Fla. — Granted assign-
ment of licenses to Brownstone Properties Inc.
(Edwin B. Estabrook Jr., president); considera-
tion $222,500 cash or $250,000 over 10-year period.
Announced Dec. 18. ; .■
KLEE Ottumwa, Iowa— Granted transfer of
control from J. William O'Connor and Jack
Lester to Carroll H. Marts; consideration $57,000.
Announced Dec. 18.
WCLD Cleveland, Miss— Granted assignment
of license to Radio Cleveland Inc. (J. R. Denton
president); consideration $40,000. Announced
Dec. 18. ,
KOKO Warrensburg, Mo— Granted assignment
of license from Lee E. and Jeanne F. Baker to
Johnson County Bcstrs. Inc. (Leslie P. Ware,
president, interest in KLPW Union, and KNIM
Maryville, both Mo.); consideration $23,500. An-
nounced Dec. 18. _ - j,
WMLV Millsville, N. J.— Granted transfer of
control from John H. Norris to Fred M. Wood,
et al.; consideration $10,000. Announced Dec. 18.
K MAM-AM (FM) Tularosa, N. M.— Granted
assignment of cp for KMAM and license and cp
(to move from Mountain Park to Tularosa) for
KMFM (FM) to Tularosa Bcstg. Corp. (M. I.
Rothman, president); consideration $20,500. Dec.
18
WAND Canton, Ohio— Granted assignment of
license to Dover Bcstg. Co. Inc. (WJER Dover,
Ohio, and WAJR-AM-FM Morgantown, W. Va.);
consideration $150,000. Commissioner Bartley
voted for a 309 (b) letter. Announced Dec. 18.
WKOV Wellston, Ohio — Granted transfer of
control from Dexter Parks Robinson to The
Court House Bcstg. Co. (WCHO Washington
Court House, Ohio); consideration $32,000. Com-
missioner Bartley voted for a 309 (b) letter.
Announced Dec. 18.
KYNG Coos Bay, Oreg.— Granted assignment
of license from Harold C. Singleton and Walter
N. Nelskog to KYNG Radio Inc. (Phillip F.
Waters, president); consideration $70,000. An-
nounced Dec. 18.
WPCC Clinton, S. C— Granted assignment of
cp from J. D. Brinkley, Sr., et al. to Radio
Station WPCC Inc.; stock transaction. Announced
Dec 18.
WCOS-AM-FM Columbia, S. C— Granted (1)
assignment of license to WCOS Inc. (George H.
Buck, Jr., president, interest in WJNO West
Palm Beach, Fla.); consideration $107,500; and
(2) renewal of license. Announced Dec. 18.
WNIX Snringfield, Vt.— Granted transfer of
control from Twin State Bcstrs. Inc., and E.
Dean Finney to Carlo F. and Elizabeth L. Zezza;
consideration $14,868 plus assumption of $41,763
obligation to Twin State. Announced Dec. 18.
KGA Spokane, Wash.— Granted assignment of
license to Gran Bcstg. Co. (L. F. Gran, presi-
dent) ; consideration $250,000. Announced Dec. 18.
APPLICATIONS
KHUM Eureka, Calif. — Seeks assignment of
license from Carroll R. Hauser to Eureka Bcstg.
Co. for $163,750. Eureka Bcstg. is owned by
Wendell Adams and H. G. Fearnhead (each 50%).
Mr. Adams is director of radio, Wm. Esty Co.
Mr. Fearnhead is vice president and general
manager of WINS New York, N. Y. Announced
Dec. 18.
KMOR Oroville, Calif. — Seeks transfer of con-
trol of licensee corp. (Oroville Bcstrs.) from
Raymond D. Vargas, James R. Bird, Orla St.
Clair and Alan B. Bowles to John L. Breece for
approximately $11,234. Mr. Breece is president
and one-third owner of KOVE Lander, Wyo.
Announced Dec. 5.
WYZE Atlanta, Ga. — Seeks acquisition of posi-
tive control of licensee corp. (Atlanta Bcstg. Co.)
by George C. Nicholson and Chester H. Jones (by
business privity) through purchase of stock
from Henry W. Lanham and Bill R. McRae in
satisfaction of Messrs. Lanham and McRae's
indebtedness. Announced Dec. 12.
KASI Ames, Iowa — Seeks assignment of license
from Ames Bcstg. Co. to William M. Evans for
$57,000. Mr. Evans is employed by WIND Chi-
cago, 111. Announced Dec. 16.
KFAD Fairfield, Iowa — Seeks assignment of
license from Hiawatha Bcstg. Inc. to Broad-
casting Engineering Services Inc. for $24,700.
Broadcasting Services Inc. is owned by Burling-
ton Bcstg. Co. of Burlington, Iowa (95%), and
others. Burlington Bcstg. is 95% stockholder of
KBUR Burlington and is owned by Gerard B.
McDermott (see application for ch. 8 in Moline,
111., by Public Services Bcstg. Co., above). An-
nounced Dec. 16.
KPLC-AM-TV Lake Charles, La. — Seeks assign-
ment of license from T. B. Lanford, L. M.
Sepaugh, R. M. Dean and Viola Lipe Dean
Trust, a partnership, d/b as Calcasieu Bcstg. Co.
to T. B. Lanford and Louis M. Sepaugh, d/b
as Calcasieu Bcstg. Co. for $322,000. Announced
Dec. 12.
WDAF-AM-TV Kansas City, Mo. — Seeks assign-
ment of license from The Kansas City Star Co.
to National-Mo. T. V. Inc. for $7,600,000. National-
Mo. T. V. Inc. is owned by National Television
Investments Inc., Charles L. Glett, president.
Announced Dec. 12.
KUSN St. Joseph, Mo. — Seeks assignment of
license from Broadcast Group Inc. to KUSN
Corp. for $50,000. KUSN Corp. is owned by
Wyman N. Schnepp (52%) and others. Mr.
Schnepp in manager of KWMT Fort Dodge,,
Iowa, and is less than 25% owner of KQUE
Albuquerque, N. M. Announced Dec. 5.
WOTW-AM-FM Nashua, N. H.— Seeks assign-
ment of license from Nashua Bcstg. Corp. to
Gateway Bcstg. Corp. for $155,000. Gateway
Bcstg. is owned by Theodore Feinstein and
Gertrude Dane (each 50%). Mr. Feinstein owns
controlling stock in WLYN Lynn, Mass., WTSA
Brattleboro, Vt., and WNBP Newburyport, Mass.
Gertrude Dane is housewife. Announced Dec. 11.
KPOJ-AM-FM Portland, Ore.— Seeks involun-
tary transfer of control of licensee corp. (KPOJ
Inc.) from Maria C. Jackson to David L. Davies
and The U. S. National Bank of Portland, as
executors of the estate of Maria C. Jackson,
deceased. Announced Dec. 16.
WGPA-AM-FM Bethlehem, Pa.— Seeks acquisi-
tion of positive control of licensee corp. (The
Bethlehems' Globe Pub. Co.) by Mrs. Pauline
Adams through purchase of stock from David
Brillhart, Evelyn W. Brothers, et al, by licensee
corp. and retirement thereof. Announced Dec. 18.
WJOT Lake City, S. C— Seeks transfer of
control of licensee corn. (Lake Bcstg. Corp.) from
Harry B. Clark. Mariorie R. Clark, James Olin
Tice Jr., James Olin Tice Sr. and Frances M. Tice
to John A. Dowdy and Charles W. Dowdy for
$49,731. Charles Dowdy is owner of WLBG Lau-
rens, S. C. John Dowdy is owner of WMGR
Bainbridge, Ga. Announced Dec. 16.
KSUB Cedar City, Utah— Seeks transfer of
control of licensee corp. (Southern Utah Bcstg.
Co.) from Durham Morris, W. Arthur Jones,
Lanell N. Lunt and Lorin C. Miles to Beehive
Telecasting Corp. for $65,415. Beehive Telecast-
ing is owned by Samuel B. Nissley, president
(24%), who is steel olant supervisor, Robert W.
Hughes (20%), who" is attorney, and others.
Beehive Telecasting was granted a cp for ch
11 in Provo, Utah, Dec. 11 [FOR THE RECORD,
Dec. 16]. Announced Dec. 16.
KRIV Camas, Wash.— Seeks assignment of li-
cense from Gene R. Johnsick and Donald R.
Nelson d/b as Camas-Washougal Radio to Wm.
B. Murphy and Cathryn C. Murphy for $40,000,
less indebtedness assumed by assignee. Wm
Murphy is general manager of KANN Sinton,
Tex. Cathryn Murphy has been news commenta-
tor, WKRS Waukegon, 111. The Murphys had a
50% interest in WGMA Hollywood, Fla. An-
nounced Dec. 11.
WRFW Eau Claire, Wis. — Seeks transfer of con-
trol of licensee corp. (Chippewa Valley Radio
and Television Corp.) from Keith Werner to
Harry S. Hyett, G. LaVerne Flambo, W. John
Grandy, Odin S. Ramsland and Dorothy E. Le-
Masurier for $30,000, less oustanding debts of
licensee corp. New owners will each own one-
fifth. Mr. Hyett is in business for himself. Mr.
Grandy is general sales manager of KDAL-TV
Duluth, Minn., Dorothy LeMasurier is president
of KDAL-AM-TV. Mr. Ramsland is general man-
ager of KDAL-AM-TV. Mr. Flambo is 99.1%
owner of WQUA Moline, 111., 90% owner of
WQUB Galesburg, 111. Announced Dec. 18.
Hearing Cases
FINAL DECISION
By order of Dec. 13, Commission made effec-
tive immediately initial decision of Nov. 8 and
granted application of Gold Coast Bcstrs. for
new am station to onerate on 1470 kc. 5 kw DA,
D, in Pompano Beach, Fla. Announced Dec. 16.
OTHER ACTIONS
By order of Dec. 18, Commission (1) denied
petition by Walter T. Caines for reconsideration
of Sept. 25 action staying effective date of .errant
of his application for new am station (WGAV)
to ooerate on 1570 kc, 1 kw D, in Amsterdam,
N. Y., pending hearing and (2) granted motion
of Community Service Bcstg. Corp. (WCSS)
Amsterdam, protestant, to strike Gaines supple-
mental petition. Announced Dec. 18.
By order of Dec. 18, Commission (1) affirmed
examiner's rulings allowing amendments of
financial showing in application of Town and
Country Radio Inc., for new am station to op-
erate on 1150 kc, 500 w DA-D, in Rockford, 111.,
and (2) denied appeal and supplement by Plough
Bcstg. Co. Inc. (WJJD) Chicago, 111., for reversal
of examiner's rulings. Announced Dec. 18.
Commission on Dec. 18 directed preparation of
document looking toward denying protest by
Mid-Florida Radio Corp. (WLOF), Orlando, Fla.,
and affirming Feb. 6 grant of application of
Telrad Inc., for mod. of cp of station WESH-TV
(ch. 2) Daytona Beach, Fla., to move trans, to
site about 25 miles from Daytona Beach in direc-
A single
complete
source
for
from microphone to antenna
CREATIVE LEADER IN COMMUNICATION
*i» Financing available.
Broadcasting
December 23, 1957 • Page 89
Planning
a Radio
Station?
RCA can help you with equip-
ment and planning. For exam-
ple, three basic floor plans,
for three different size sta-
tions illustrate how the very
latest equipment can be
arranged to perform effi-
ciently with a minimum of
capital and personnel.
Complete brochure, including floor
plans, equipment requirements
and discussion of current trends
now available. For your free copy,
write to RCA, Dept. AD-22, Build-
ing 15-1, Camden, N.J.
RAD iO CORPORATION
of AMERICA
FOR THE RECORD continued
tion of Orlando and increase ERP to 100 kw vis.
and 60.3 kw aur. and ant. height to 940 ft.
ORAL ARGUMENTS SCHEDULED
Commission on Dec. 18 scheduled following tv
proceedings for oral argument on Jan 21:
WJR, The Goodwill Station Inc., Trebit Corp.,
and W. S. Butterneld Theatres Inc., applicants
for ch. 12 in Flint, Mich.
Midwestern Bcstg. Co. and Straits Bcstg. Co.,
applicants for ch. 4 in Cheboygan, Mich.
NARBA Notification
List of changes, proposed changes, and cor-
rections in assignment of Canadian broadcast
stations modifying appendix containing assign-
ments of Canadian broadcast stations attached
to recommendations of North American Regional
Broadcasting Agreement Engineering meeting,
Jan. 30, 1941.
CANADIAN
560 kc
Corner Brook, Newfoundland — 1 kw DA-N,
unl., Class III. Delete assignment. New
CFOS Owen Sound, Ont.— 1 kw DA-2, unl.,
Class III. EIO 9-15-58.
910 kc
Drumheller, Alberta — 1 kw DA-1, unl., Class III.
EIO 10-15-58. New.
1050 kc
CHUM Toronto, Ont.— 5 kw D 2.5 kw N, DA-1,
unl., Class II. EIO 10-15-58 (PO: 1050 kc 2.5 kw
DA-1 II).
1230 kc
Schefferville, P. Q. — 0.25 kw ND, unl., Class IV.
EIO 10-15-58 (54° 47' 15" N., 66° 49' 20" W.). New.
1390 kc
CKLN Nelson, B. C— 1 kw DA-1, unl., Class
III. EIO 10-15-58 (PO: 1240 kc, 0.25 kw ND IV).
1430 kc
CJOY Guelph, Ont.— 5 kw DA-1, unl., Class
III. EIO 10-15-58 (PO: 1450 kc, 0.25 kw ND IV).
1440 kc
Kitimat, B. C— 1 kw ND, unl., Class III. EIO
10-15-58 (54° 02' 04" N., 128° 38' 19" W.). New.
Routine Roundup
ACTIONS BY FCC
By memorandum opinion and order. Commis-
sion granted protest by KISD Inc. (KISD), Sioux
Falls, S. D., to extent of postponing effective
date of Oct. 30 grant of transfer of control of
Ware Bcstg. Corp. (KIHO), Sioux Falls, from
James A. Saunders to William F. Johns Jr., pend-
ing final determination in evidentiary hearing;
made KISD party to proceeding; and ordered
parties to set aside transfer of control consum-
mated by them within 30 days from order. An-
nounced Dec. 18.
By order, granted petition of Lion Bcstg. Co.,
applicant for new am station to operate on 1510
kc, 1 kw DA-1 unl., in Dover, N. J., to extent
that, on Commission's own motion, hearing rec-
ord on applications of Perth Amboy Bcstg. Co.,
Perth Amboy, N. J., and Union Bcstg. Co., Eliz-
abeth, N. J., both for new am stations to op-
erate on 1510 kc, 250 w D, is set aside, and ap-
plications are removed from hearing docket and
returned to processing line, and Lion's petition
is denied in all other respects. Announced Dec.
18.
By memorandum opinion and order, denied
petition of Supreme Bcstg. Co. (WJMR-TV ch.
20, and experimental tv station KK2XFW ch. 12)
New Orleans, La., for reconsideration of Oct. 14
grant of license application of Capitol Bcstg. Co.
(WJTV ch. 12) Jackson, Miss., and either set
aside said grant or attach condition thereto,
specifying that grant is without prejudice to any
action that may be taken as result of current
proceeding involving possible mod. of Capitol's
authorization for station WJTV. Announced
Dec. 18.
PETITIONS FOR RULE-MAKING FILED
The Washington Post Co., WTOP Washington,
D. C. — Petition requesting institution of rule
making so as to delete ch. 8 from Selma, Ala.,
and reassign same to Birmingham, Ala. Petition
proposes that Commission should also provide
for termination of Deep South's authorization
for ch. 8 at Selma, or if no such provision is
made, to require Deep South to show cause why
its existing authorization for ch. 8 should not
be modified to specify operation on ch. 58 — or
some other channel — in Selma. Announced Dec.
13.
Central South Sales Co., KATV (TV) Pine
Bluff, Ark. — Petition requesting rule making so
as to move allocation of ch. 7 from Pine Bluff
to Little Rock, Ark., and to add vhf ch. 9 to
Pine Bluff by removing it from Hot Springs. An-
nounced Dec. 13
PETITIONS FOR RULE-MAKING DENIED
Wm. Penn Broadcasting Co., WPEN-FM Phila-
delphia, Pa. — *Petition requesting amendment of
rules so that fm stations engaged in specialized
services may broadcast on multiplex basis if
they wish, but shall not be required to do so.
Announced Dec. 13.
FM Broadcasters Inc., tr/as Market-Casters,
Seattle, Wash. — *Petition requesting amendment
of rules by eliminating mandatory requirement
that stations engaged in "storecasting" and other
specialized services must do so on multiplex
basis. Announced Dec. 13.
WBFM Inc., WBFM New York, N. Y. — *Peti-
tion requesting amendment of rules so as to pro-
vide that fm stations may employ multiplex
channels for background services or, in alterna-
tive, continue to utilize main channel. An-
nounced Dec. 13.
King Broadcasting Co., KING-FM Seattle,
Wash. — *Petition requesting postponement of
effective date of Sec. 3.293 for period of not less
than six months from Jan. 1, 1958, or, in alterna-
tive, to grant petitioner waiver of multiplexing
requirement, to continue its simplex operation
for six-month period. Announced Dec. 13.
Capital Broadcasting Co., WNAV-FM Annap-
olis, Md. — *Petition requesting amendment of
rules by extending time for compliance for ad-
ditional period of six months ending July 1,
1958, and for such other relief as may be neces-
sary to permit fm stations to continue their
present operations until they are able to convert
to multiplex operations; or, in alternative, to
grant petitioner a waiver under same terms and
conditions. Announced Dec. 13.
North Shore Broadcasting Co., WEAW-FM
Evanston, HI. — *Petition requesting amendment
of rules so as to provide for issuance of sub-
sidiary communications authorizations on sim-
plex basis to expire July 1, 1958, and for such
other relief as may be necessary to permit fm
stations to continue their present "storecasting"
operations until such time as they are able to
convert to multiplex operations, or, in alterna-
tive, to grant petitioner waiver of requirements
of Sec. 3.293 under the same terms and condi-
tions. Announced Dec. 13.
The Silver City Crystal Co. Inc., WMMW-FM
Meriden, Conn. — '(Same as above).
Robert P. Adams, et al., KUTE-FM Glendale,
Calif. — *Request to change provision that re-
quires that subsidiary communications author-
ization convert their simplex operations to mul-
tiplex by 7-1-57 and to provide for issuance of
SCA's to expire on 7-1-58 and for such other
relief as may be necessary to permit fm stations
to continue their operations on simplex basis
until such time as they are able to convert to
multiplex operations. Announced Dec. 13.
* Denied by report and order 12-5-57.
ACTIONS ON MOTIONS
On petition by Community Bcstrs. Assn Inc.,
Commission on Dec. 10 granted extension of
continued on page 94
ALLEN
KAN
D
E
R & CO.
N E G O T 1
ATORS
- FOR THE PURCHASE AND SALE OF
RADIO and TELEVISION
EVALUATIONS,
FINANCIAL
ADVISERS:
STATIONS
WASHINGTON 1 625 Eye St., N.W. NAtional 8-1 990
NEW YORK 60 East 42nd St. MUrray Hill 7-4242
CHICAGO 35 East Wacker Dr. RAndolph 6-6760
DENVER 1700 Broadway Acoma 2-3623
Page 90 • December 23, 1957
Broadcasting
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 20$ per word— $2.00 minimum • HELP WANTED 25$ per word— $2.00 minimum.
• All other classifications 30<f per word — $4.00 minimum. • DISPLAY ads $20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos etc sent to
box numbers are sent at owner s risk. Broadcasting expressly repudiates any liability or responsibility for their custody or return. '
RADIO
Help Wanted
If you are a salesman or announcer and feel you
are ready for a big market like Washington,
D. C, contact WEAM, Arlington, Va.
Management
Eastern chain has new station under construction.
Needs assistant station manager immediately.
Eventually promotion to manager. Applicant
must have several years announcing experience,
sales experience, must be married, must have car.
Send tape, resume and photo. Box 157C, BROAD-
CASTING.
Station manager. New, well-equipped central
Kentucky station. Must have proven executive
and sales abilities supported by record of past
performance and references. Box 352C, BROAD-
CASTING.
Station manager for mid south radio station.
Salary and commission depends on ability and
experience. Send picture and resume with first
letter. All replies are confidential. Box 418C,
BROADCASTING.
Sales
Salesman: Experienced, aggressive man can earn
$10,000 plus in this competitive Connecticut mar-
ket. 5,000 watt fulltime independent station has
immediate opening for real plugger. $100.00 draw
against 20% commission. Send complete resume.
Box 427C, BROADCASTING.
Announcer-salesman wanted. Good salary for an-
nouncing shift, 15% sales commission. Located
in South Carolina town of 25,000. Box 439C,
BROADCASTING.
$7000-$9000 first year potential for experienced,
dependable man to take over established sales
opening in substantial Ohio market. Liberal
guarantee plus 15 percent. References and pres-
ent billing required. Position available January
1, 1958. Box 455C, BROADCASTING.
Announcer-salesman, emphasis sales. Good op-
portunity for competent man. Start $95 plus per-
centage. Single station market. Box 465C,
BROADCASTING.
Sales manager. Good small market. Unusual
compensation if you are selected: Based on com-
plete station gross including national, regional
and local: To $6,000 month $600 guarantee: on
6500-$615; on 7500-$880; on 8500-$1075; on 9500-
$1225; on 10,500-$1690. Sales manager hires and
pays salesman. Station pays first $300 on first
salesman and first $200 on each salesman after
first man. This is a responsible and good paying
job. Don't waste my or your time if you can't
measure up. All replies will be answered. For
complete details write and send full resume to
Box 475C, BROADCASTING.
The man we want is young, absolutely reliable,
and capable of becoming sales manager for a
very good small market station. He must have
at least two years of sales experience and under-
stand that his compensation is related to his
own efforts. For such a man we have a very
good proposition. Write for full particulars to
Dick Vick, KGEZ, Kalispell, Montana.
Dependable sales manager for progressive Tex-
omaland market. Salary, commission, over-ride.
Some air and mobile news work available. Fur-
nish full information first contact. Randall Mc-
Carrell, KTAN, Sherman, Texas.
Reliable salesmen-announcers wanted for mid-
west station group. Good pay, opportunities. Bill
Tedrick, KWRT, Boonville, Missouri.
Top sales opportunity for experienced self-
starter to become sales manager in 150,000 mar-
ket. WKLZ, Kalamazoo.
RADIO
Help Wanted— (Cont'd)
Announcers-
Combo news-staff man with emphasis on news in
depth. Permanent berth in major Ohio metro-
politan market to man who can cut the mustard.
Starting salary commensurate with experience
and ability. Send resume, photo, tape and other
pertinent information first letter. Box 197C,
BROADCASTING.
Good dependable combination man, southern
market. Write Box 234C, BROADCASTING.
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, BROADCASTING.
Station in Texas resort city needs staff an-
nouncer with superior voice, authoritative deliv-
ery. Box 337C, BROADCASTING.
Announcer with excellent voice, highly talented
in ad lib and interviewing techniques wanted
by network station in important Texas city.
Box 338C, BROADCASTING.
Announcer for progressive independent in north-
ern vacationland. No floaters. Send tape and
background immediately. Box 366C, BROAD-
CASTING.
Western Virginia daytimer needs capable an-
nouncer with first ticket. $85.00 per week or bet-
ter, depending on experience. Box 385C, BROAD-
CASTING.
Announcer-first class engineer or a salesman-
first class engineer for northeastern station.
Pleasant working conditions, vacation arrange-
ment. Box 390C, BROADCASTING.
Staff announcer 250 watt network station wanted.
Send complete details including salary expected.
Tape, etc., will be returned. Box 437C, BROAD-
CASTING.
Experienced negro personality dj for Chicago.
Top salary for right man. Send background,
photo and brief taped sampling of news, dj and
commercial ability at once, special delivery.
Box 443C, BROADCASTING.
Opening for aggressive, bright, dj -announcer in
southwest. Starting salary $90.00 per week. Will
go $100.00 for combo. If interested, send audition
and full oarticulars to Box 448C, BROADCAST-
ING.
$90.00 per week start. Montana news music oper-
ation has opening for dj. Outline experience.
Tape if possible. Box 453C, BROADCASTING.
Announcer wanted, must be strong on news and
good pop dj. Good hours, good pay and pleasant
working conditions. Send tape, picture and
resume. Box 461C, BROADCASTING.
Florida, south coast. Aggressive independent
needs personality pop-dj. Send tape, resume,
references. $100 week to start. Box 468C, BROAD-
CASTING.
Work in successful station with excellent facil-
ities, congenial staff, and good opportunities. If
you have pleasant voice, and good delivery, send
resume to Box 470C, BROADCASTING.
Morning man, to run the morning show of a
western Pennsylvania established station. Must
be experienced, have imagination and do a
smooth running show. Board experience neces-
sary. $75 for 40 hour week. Send tape and refer-
ences. Box 471C, BROADCASTING.
Need immediately, combo play-by-play and top
dj for central-Kansas outstanding 1000 watt
town of 42,000 you'll like. Sports include origina-
tion 117 basketball games, 15 football plus na-
tional Juco, Big 8 and regional tournies. Air
mail complete background, photo, taped com-
mercials, music, ad-libs and news, play-by-play
tapes required. J. D. Hill, KWHK, Hutchinson,
Kansas.
RADIO
Help Wanted— (Cont'd)
Announcers
Announcer, experienced in all phases for 5000
watt regional. $75.00 starting salary. Contact
Manager, WCOJ, Coatesville, Penna.
Washington area's top rated independent needs
announcer strong on commercials. No person-
alities, 5.000 watts, 24 hours a day. The new
WEAM, Arlington. Virginia.
Night man must read, ad lib and know music.
Salary open. WFTR, Front Royal, Va. 750.
Staff announcer, experienced. Send tape, photo
and resume to WKBC, North Wilkesboro, N. C.
Wanted at once one good announcer with 1st
class ticket and maintenance experience. Must
be clean cut and reliable. Send audition and full
details to Bill Stewart, WPBC, Minneapolis.
Experienced versatile announcer who knows
popular music for Washington, D. C. area inde-
pendent. Send resume, tape and photo to Jack
Moran, WPIK, Alexandria, Virginia.
Announcer. Good working conditions, effective
January 6th. Rush letter and tape to WSYL
Sylvania, Georgia.
Technical
Chief engineer, operations manager for suburban
metropolitan station in midwest. Responsible for
maintenance with complete supervision of strict
announcing and operating procedures. Must be
energetic, able to handle personnel, reliable.
Salary $120.00 plus, dependent upon experience
and ability. Box 396C, BROADCASTING.
Wanted, chief engineer. Must be experienced
and have first class license. Send photo and
resume. Box 397C, BROADCASTING.
Need 1st class engineer for combined am-fm-tv
operations in mid-western city of 60.000 pop.
Prefer man with some broadcast experience.
Send resume, photo 1st letter. Box 421C,
BROADCASTING.
Radio station near Atlanta has immediate open-
ing for combination engineer-announcer. Must
have FCC commercial first radio-telephone li-
cense. Above average salary, vacation policy, and
other benefits. Excellent opportunity for ad-
vancement. Box 423C, BROADCASTING.
Combination engineer-announcer for small town
southeastern 1000 watt station. Long experience
not essential, good character is. Tape, photo and
detailed resume with first letter to Box 432C,
BROADCASTING.
Excellent job open for good combo announcer-
engoneer. Send complete details including audi-
tion tape which will be returned. Job pays $100
weekly. Box 438C. BROADCASTING.
Chief engineer with good voice for 1000 watt
western station. Fine market and living condi-
tions— $500 Der month. Send tape, complete in-
formation to Box 452C. BROADCASTING.
Wanted: first phone engineer-announcer in north
Jersey area. Box 467C, BROADCASTING.
Chief engineer, with announcing experience for
remote operation. Send qualifications, short audi-
tion tape, salary expected. Socs Vratis, KOLE,
Port Arthur, Texas.
Engineer: First phone immediately, experience
desired but not essential. Send complete resume
and salary requirements to C. E. WLAP, Lexing-
ton, Kentucky.
Chief engineer. Announcing helpful, but not
necessary! Top pay for the right man. Southeast.
Immediate opening. WLAS, Jacksonville, N. C.
Production-Programming, Others
Wanted, experienced newsman-announcer. Send
photo, tape and resume. Box 398C, BROADCAST-
ING.
Know a good copywriter? Tell her (or him) to
contact Box 342C, BROADCASTING.
Broadcasting
December 23, 1957 • Page 91
RADIO
RADIO
RADIO
Situations Wanted — (Cont'd) Situations Wanted — (Cont'd)
Announcer Technical
Help Wanted— (Cont'd)
Production-Programming, Others
News man who likes and knows news. Must be
qualified to handle remote car. Midwest network
radio-tv station in heart of resort country. Send
full background to Box 469C, BROADCASTING.
Continuity writer experienced in straight produc-
tion, copy, good typist. Prefer man. Immediate
opening. Call collect, Easton, Pa., 6155, Art Burns,
WEEX.
RADIO
Situations Wanted
Management
Recently sold my station after ten years of prof-
itable operation. Ready to bring you a most
thorough and comprehensive knowledge of the
broadcasting business, all phases. Married, fam-
ily, 37 years old, available February. Looking
for community with a future. Box 224C, BROAD-
CASTING.
General manager available sometime in January.
Family man with good references, and solid
experience. Best terms present company as gen-
eral manager. Leaving for best offer that brings
advancement in my profession. Records and
personal meeting will indicate I'm an excellent
bet for a progressive radio operation. Box 405C,
BROADCASTING.
Presently general manager of 3 radio stations.
Have opportunity to sell my interest at a profit.
Will be available February 15. 13 years experi-
ence in announcing, news, sales and manage-
ment. Box 422C, BROADCASTING.
Sales
Cut expenses! Experienced, aggressive salesman
seeks permanent "home-marriage" to good sta-
tion. Writes continuity; vivid imagination for
merchandising, promotion. Handle agency cor-
respondence, traffic intelligently. $75.00 weekly
plus work out minority stock. Or??? any propo-
sition, location considered. Box 424C, BROAD-
CASTING.
Energetic salesman, looking for opportunity. Best
references from present employer. Jeff Guier,
WBEX, Chillicothe, Ohio.
Announcers
Basketball announcer, 7 years experience. Finest
of references. Excellent voice. Box 898B,
BROADCASTING.
Girl-personality, dj, run own board, eager to
please. Free to travel, gimmicks, and sales. Box
204C, BROADCASTING.
Personality-dj strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 205C, BROADCASTING.
Sportscaster desires good sports station with em-
phasis on baseball, basketball, football. Pres-
ently employed in midwest. Box 354C, BROAD-
CASTING.
Country dj, announcer. Guitar. Third. Thor-
oughly experienced. Available January. Box
358C, BROADCASTING.
Deep, friendly voice. 4 years staff announcing
experience. Prefer midwest. $90 minimum. Box
367C, BROADCASTING.
Top personality discomedian, 36, family-man.
Production-minded, audience-builder, 14 years
radio, 2 years tv. Proven ratings, sell-ability,
thrive on competition. Doing highly-successful,
all-sponsored, all-nite show in top major mar-
ket. Want back mornings-days and out of "juke-
box" station. $200 per week. Tapes, brochures,
best references. Box 379C, BROADCASTING.
Looking for announcer that sells hard; sells soft
when needed, understands value of personality
in radio and tv shows? I'm your man. Will
work hard for station with opportunities. Western
U. S. preferred. Box 404C, BROADCASTING.
Announcer-engineer, routine maintenance, copy
and sales. 2V2 years experience. Florida only.
Box 416C, BROADCASTING.
Eleven years experience, 8V2 present job. Old
established 10 kw CBS outlet. Ready for big
move. Box 419C, BROADCASTING.
Radio school graduate, 27, married, ambitious.
DJ, news, runs own board. 7 years selling back-
ground. Tape available. Box 425C, BROAD-
CASTING.
Pops-standards deejay or r & b. Newscaster.
Large or small market. Minimum depends on
living cost. Experienced, will travel. Negro, ab-
solutely no accent. Box 430C, BROADCASTING.
Announcer! Want an announcer with experience
who can adjust to station procedure, combo, is
production minded, go anywhere? Presently em-
ployed. Box 431C, BROADCASTING.
Experienced mature announcer-personality dj,
desires permanent position with emphasis on an-
nouncing and opportunity of learning practical
side of engineering. First phone, news, sports
(play-by-play and color). Have done sales, pro-
gramming and copywriting. Some television ex-
perience. Veteran, single, 26, available after first
of year. Go anywhere. Box 426C, BROAD-
CASTING.
Hillbilly dj, newsman, 6 years experience. Pres-
ently employed, $100 minimum, 44 hours. Photo,
tape. Box 428C, BROADCASTING.
Negro team-husband and wife. Sure-fire puller
with services and gimmicks. Ready to make
money for you. Box 435C, BROADCASTING.
Negro dee-jay. Good board man, fast patter,
smooth production. I'm the one you're looking
for. Tape and resume. Box 436C, BROAD-
CASTING.
Dj-staff. 2 years experience. Just out of Army.
Seek northeast, east. Will consider others. Box
442C, BROADCASTING.
Country music deejay. First phone, no mainten-
ance. Six years experience. Will do some popular
music. Box 449C, BROADCASTING.
Announcer, 8 months experience, 23 years old,
married veteran, commercials, news, dj -sports.
Box 454C, BROADCASTING.
Disc-jockey, announcer, 5 years experience, ex-
cellent-friendly voice, restricted ticket, wishes to
locate in Florida. Excellent references, superb
credit, photo, tape, resume on request. Box 456C,
BROADCASTING.
DJ, three years experience, knows music, pro-
gramming, good commercials. Family. Box 457C,
BROADCASTING.
Top dj-news. I want to spin jazz. Ambitious and
anxious. Married, 27, experienced. Tape and
resume. Box 459C, BROADCASTING.
Southern Califorina only: DJ-five years in major
New York state markets, good voice, strong ad-
lib, news, tight production record cues, run
board, remotes and record hops. Tape, photo, re-
sume available. Box 462C, BROADCASTING.
11 years broadcast experience, last six years in
present position. Top news delivery and an-
nouncing. Married, family, excellent references
including present employer. Available immedi-
ately. Box 466C, BROADCASTING.
Versatile announcer-musician. Excellent knowl-
edge good music, operate console, strong on
news-commercials. Capable writer. Married. Box
473C, BROADCASTING.
DJ-announcer. Strong on commercials, music,
news, continuity. Graduate B.C.A. Radio School.
Combo and commercial announcing experience.
Location open. Tape available. Box 474C, BROAD-
CASTING.
DJ staff announcer 5 years, 27 family man, knows
music inside out, desires day shift in Florida
or far west, third ticket. Box 476C, BROAD-
CASTING.
Negro dj. Four years experience. Sponsorship
and audience builder, for competitive market.
Top rated shows. Box 478C, BROADCASTING.
Presently employed morning dj. Gather, write,
air'local news. Telephone quiz and feature shows.
Strong commercials, college degree radio-televi-
sion communications. Nick Alexander, WCIL,
Carbondale, Illinois.
Excellent dj. Know music. Good commercial de-
livery. Sports announcing; newscasting. College
graduate. Previously with 5000 watt Mutual af-
filiate. Prefer Chicagoland area. Age 25. Don
Baskin, 5000 East End, Chicago.
Announcer, 3 years - experience, seeks position
upper midwest. Prefer live audition. F. Kuhl, 20
North Franklin St., Madison, Wisconsin.
Technical
Experienced graduate engineer-announcer over-
seas or state side. Box 403C, BROADCASTING.
Chief engineer, competent, experienced, con-
struction, maintenance, directionals. Seeking per-
manency. Will consider short announcing shift.
Married, sober, dependable. Available during
January. Box 429C, BROADCASTING.
Announcer-engineer desires job in Wisconsin or
midwest. Versatile, references. Know music,
maintenance, repairs. Will try sales. Box 463C,
BROADCASTING.
1st class engineer-announcer. 10 years experience
all phases. Sober, dependable. $115.00 minimum.
Box 472C, BROADCASTING.
California, Frisco area-combo. Single, 25, exempt,
car. Experience: 250-5000 watt, directionals and
fm, consider tv. After February first. Box 477C,
BROADCASTING.
1st phone, ten years experience, directionals,
some tv and fm experience. P. O. Box 8123-F,
Atlanta 6, Georgia.
Production-Programming, Others
Newsman, 7 years radio-newspaper experience;
seeks metropolitan market, prefers east; ac-
curate, fast coverage, professional air delivery;
best references; car. Box 282C, BROADCASTING.
Sports director, salesman, announcer, qualified
to manage, 8 years experience radio and tv.
Box 357C, BROADCASTING.
Program director-news director. I have had wide
experience in both fields with local stations,
networks, agencies. May I send you my com-
prehensive professional resume? Box 408C,
BROADCASTING.
Cameraman and photographer. Years of experi-
ence and owns own equipment. Box 433C,
BROADCASTING.
Women's director, interviews, light news, music
programming, music librarian. What can you
use? All or any part or combination. Location
open. Salary — livable. Future potential important.
Box 445C, BROADCASTING.
Have camera-will travel. Newsfilm cameraman
seeks permanent location. 4 years station and net
experience, no floater, plenty references. Has own
SOF equipment. Box 460C, BROADCASTING.
Attention midwest, eight years experience, with
solid references. Have headed news department.
Veteran with college. Single. Can operate board.
Wants different location. Box 464C, BROADCAST-
ING.
TELEVISION
Help Wanted
Management
Traffic manager wanted for top midwestern vhf.
Experienced organizer who can take complete
charge and operate traffic department smoothly.
Please send qualifications Box 451C, BROAD-
CASTING.
Sales
TV salesman who wants profitable opportunity
to sell locally for fine ABC station that leads
3 vhf Wichita, Kansas market is welcome to
submit confidential application stating all par-
ticulars, background, experience, income re-
quirements, photo, etc. to Martin Umansky,
KAKE-TV.
Announcers
Mature announcer, authoritative voice, special
events experience, for vhf in important Texas
market. Box 345C, BROADCASTING.
Expanding vhf television station needs experi-
enced tv announcer or radio announcer with tv
potential. Please send photo, tape and resume.
Reply Box 407C, BROADCASTING.
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B. BROADCASTING.
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
Expansion of staff means opportunity for you to
live and work at established vhf CBS affiliate
in ideal climate of Colorado Springs. First class
license and operating and maintenance expe-
rience in television or radio required. Starting
salary $85.00 and up, depending on experience.
Regular salary review. State experience, educa-
tion, and furnish recent snapshot. H. C. Strang,
Chief Engineer, KKTV, Colorado Springs, Colo-
rado.
Engineer with 1st class ticket. TV control room
operation experience, for combined studio and
transmitter operation. KRDO-TV, Colorado
Springs, Colorado.
Page 92 • December 23, 1957
Broadcasting
TELEVISION
FOR SALE — (Cont'd)
RADIO
Help Wanted— (Cont'd)
Technical
Immediate opening for experienced tv engineer
with progressive vhf station. Contact Chief En-
gineer, WJBF, Augusta, Georgia.
Want audio man who can do some announcing.
Good opportunity for man who wants to learn
other phases of television. Send resume to Chie?
Engineer, WKNO-TV, 268 Jefferson Ave., Mem-
phis 3, Tennessee.
Production-Programming, Others
Experienced tv continuity writer. Top vhf net-
work station in midwestern city of 300,000. Ex-
cellent opportunity for right man or woman
to work with professional crew and talent in
outstanding, completely equipped studios. Full
resume, samples, salary requirements, photo re-
quested. Box 339C, BROADCASTING.
Want to add to continuity department, one ex-
perienced tv copywriter for station in fastest
growing market in southeast. Salary open, de-
pending on abiliy and past experience. Send
samples and background first letter to Richard
A. Fennel, WRDW-TV, Augusta, Georgia.
Continuity chief — male. To take over manage-
ment continuity department — midwest tv station
medium market. Must be able to operate with
minimum of supervision. Close cooperation with
sales department and producers expected. Open-
ing immediate. Send full details, including sal-
ary requirements, to Jack Klein, PO Box 470,
Rockford, Illinois.
TELEVISION
Situations Wanted
Announcers
Experienced announcer, presently employed in
radio, desires advancement to tv. Single, 27,
veteran. Tape, resume available. Box 420C,
BROADCASTING.
Able sports-staffer, play-by-play, good voice, now
11 months regional tv, 18 months Detroit radio,
B.A., prefer west coast. Box 458C, BROAD-
CASTING.
11 years broadcast experience, last six years in
present position. Top news delivery and an-
nouncing. Married, family, excellent references
including present employer. Available immedi-
ately. Box 466C. BROADCASTING.
FOR SALE
Stations
For sale: One kilowatt daytimer in good small
market. $5,000 will handle. Box 440C, BROAD-
CASTING.
Metropolitan area radio station, largest city in
the south, first time offered. 5,000 watts. Out-
standing potential. Terms to responsible persons.
Write or wire Box 447C, BROADCASTING.
Georgia single station market, $42,000 total. Paul
H. Chapman Company, 84 Peachtree, Atlanta.
Southeast small market station, $75,000, $25,000
down. Paul H. Chapman Company, 84 Peachtree,
Atlanta.
Suburban New York, $350,000, 29% down. Paul H.
Chapman Company, 17 East 48th, New York.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
Two Ampex model 350C with new guarantee; one
with remote control. Both for $1750. Also new
Ampex 612 Stereo playback with two 620 speak-
er amplifiers. $500.00 complete. Box 241C,
BROADCASTING.
Four 50KVA, 60 cycle, single phase, air cooled
transformers. Two primaries, 120/240 volts. Sec-
ondary 440/480 volts. Bargain. Box 324C, BROAD-
CASTING.
Remote control system recently removed from
service. Excellent condition. Receiver and ampli-
fiers drive any make am monitors. Reasonable.
Box 450C, BROADCASTING.
Western Electric 1-C frequency monitor and spare
tubes. Also seven sets of Cannon Mike connectors.
Make offer. P.O. Box 1306, Medford, Oregon.
Equipment
For sale: 250 watt Gates fm transmitter, fre-
quency monitor, frequency deviator, 200 feet
Andrew coax cable and two bay antenna. Write
KPOC, Pocahontas, Arkansas.
Responsible group interested in medium market
station in Pennsylvania, Ohio, New York or
Michigan. Will retain qualified personnel includ-
ing manager. Box 479C, BROADCASTING.
50,009 watts am broadcast transmitter. Western
Electric type 306B, Serial 101. Two year supply
oi tubes, $10,000. WJR, Detroit 2, Michigan,
A. Friendenthal.
One, 250 watt RCA used transmitter, some age,
but good working condition. Contact Charles M.
Erhard, WPME, Punxsutawney, Pa., Telephone
1221.
For sale: Ampex 350, 3-052, 600, 60, 601-2, and A
series available from stock at Grove Enterprises,
Roslyn, Pa. TUrner 7-4277.
Two RCA BTF-3 kw fm transmitters complete
with spare tubes and monitoring equipment. Both
in excellent condition. $5,000 each. Glenn Calli-
son. Director of Engineering, The McLendon
Corp., 2104 Jackson Street, Dallas, Texas.
WANTED TO BUY
Stations
Ad executive will invest up to $25,000 cash for
semi active interest in radio or tv property. Box
434C, BROADCASTING.
Will furnish radio experience, substantial cash
to large market station — north-east, southeast,
California. Box 446C, BROADCASTING.
Equipment
Wanted — Used am transmitter, 10 kw. State make,
model, condition, price. Box 444C, BROAD-
CASTING.
Interested in purchasing a 3 kw or a 5 kw fm
transmitter or a 5 kw fm amplifier which can
be driven by a 1 kw RCA fm transmitter.
E. Sonderling, WOPA, Oak Park, Illinois, Village
8-5760.
Wanted: RCA BC3B consolette and up to four
(4) easy speed change turntables, such as RCA
BQ-2B or Gates CB-150-160. Reply to Chief Engi-
neer, WSBA, York, Pennsylvania.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30, Pa.
INSTRUCTIONS
FCC first phone preparation by correspondence
or in resident classes, ©ur schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F. C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
BUSINESS OPPORTUNITY
Community antenna tv service, the midwest.
Mountain rec. site w/ constant, clear pictures!
New eqpt! Dble shielded coxial cable. Min. out-
age! Broadcast poten! Ref. B 24348. Business
Mart of America, 5723 Melrose Ave., L. A. 38,
Calif.
Electronics manufacturing — SW Conn. 11 pat.
pend. electronic components — no compet. 85 stock
pes used by lead, radio, tv mfg.-A/SFT. elim.
eng. prod, costs. Estab. client. Plant loc. indus.
cty. Full eqpt. RE opt. Est. $2,000,000 2 years. Ask
$1SO,000 & %. B42845. Business Mart of America,
5723 Melrose Ave., L A. 38, Calif.
MISCELLANEOUS
Will trade my well established $400,000 advertis-
ing business in Los Angeles (returning approxi-
mately $15,000 yearly) plus necessary cash for
radio station located in the west. Box 360C,
BROADCASTING.
For $25.00, you can sound brighter, sound alive,
build a rating. We want repeat business, so
$25.00 buys a comrjlete new sound. Send basic
information, call letters, etc. Satisfaction assured
or money back. Write now Box 417C. BROAD-
CASTING.
Help Wanted
Sales
Excellent opportunity for top
notch Sales Promotion man in
major radio and TV market.
Must be experienced in creative
Sales Promotion techniques.
This is a top job for the right
man. Rush background mate-
rial in confidence to
Box 215C, BROADCASTING
Announcers
one
MILKMAN WANTED 11
i Metropolitan market in New
England needs a hardy, happy,
healthy, hard-hitting record
rider for "Destination Dawn"
Monday thru Saturday, Mid- pi
nite to 6 A.M. Good salary
plus commissions. Send tape,
resume to
Box 41 5C, Broadcasting
u «v tfv «v *i
Alert announcer who can pace a bright
morning show. Work with an outstanding
staff in a combination radio-tv operation;
network operation in upper mid-west. Resort
area. Excellent pay for the right man. We
want a man with experience, ideas, and de-
pendability. Send background, resume and
tape to
Box 441 C, BROADCASTING.
AIR SALESMAN!
Sacramento's top-rated music and niwi per-
sonality station wants to immediately contact a
REALLY effective air salesman (D.J.), preferably
with a first ticket. Excellent salary — fine earning
opportunity — wonderful California community.
Rush audition tape, photograph and past ex-
perience resume to Jack Lawson, Station KXOA,
P. O. Box 3094, Sacramento 15, Calif.
EMPLOYMENT SERVICE
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7. D. C.
Broadcasting
December 23, 1957 • Page 93
EMPLOYMENT SERVICES
FOR THE RECORD CONTINUED
NORTH DAKOTA
BROADCASTERS ASSOCIATION
PLACEMENT SERVICE
Is available to you with no fee charged if
you want employment in broadcasting,
radio or TV in North Dakota. Write to
Les Maupin, Secretary-Treasurer, PO Box
232, Minot, North Dakota.
FOR SALE
Equipment
FOR SALE— REASONABLE
Complete used equipment to set up
TV STATION— CHANNEL 9
All components — turntables to tower.
(Tower not included.)
P. O. Box 134, Erie, Penna.
Also all types Micro-Wave equip., new.
RADIO AND TELEVISION STATIONS
YOUR SOURCE FOR:
HIGH CONDUCTIVITY ELECTROLYTIC
Bonding copper strapping — .016" to .064" thick
1" to 12" widths
Copper ground wire — #8 — #10 — #12 gauge
Copper expanded screen mesh — .026" x 8' x 24'
Write for quotation — advise footage needed
J. L. Clark Metals Co. 2108 S. Ashland Ave.
Chicago 8, 111. Haymarket 1-4533
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
Dollar
Dollar
you can't
beat a
classified ad
in getting
top-flight
personnel
continued from page 90
time for filing reply comments in matter of
amendment of Part 3 of rules and technical
standards concerning power limitation of Class
IV am broadcast stations from Dec. 12 to Jan.
13, 1958.
By Chief Hearing Examiner,
James D. Cunningham on December 6
Ordered that hearings are scheduled to com-
mence on dates shown in following proceedings:
ch. 2 proceeding, Terra Haute, Ind. (Wabash Val-
ley Bcstg. Corp., et al.) et al., on Jan. 8, 1958;
am application of Baw Beese Bcstrs. Inc.
(WBSE) Hillsdale, Mich., on Feb. 10, 1958.
By Hearing Examiner Herbert Sharfman
on December 9
Issued memorandum of rulings in proceeding
on applications of Louisiana Purchase Co., for
cp for new tv station to operate on ch. 2 in St.
Louis, Mo., and Signal Hill Telecasting Corp.,
for mod. of cp to operate on ch. 2 in lieu of ch.
36 in St. Louis, granting request of Louisiana
Purchase Co. for continuance to extent that
hearing has been continued from Jan. 6 to Feb.
28, 1958, and otherwise denying its motion and
supplement to motion, filed on Nov. 14 and Nov.
29; and scheduling a further prehearing con-
ference for Jan. 10, 1958.
By FCC
On motion by M & M Bcstg. Co. Inc., Mari-
nette, Wis., Commission granted extension of
time from Dec. 20 to Jan. 20, 1958 for filing com-
ments and from Dec. 30 to Jan. 30 for filing
reply comments in rulemaking proceedings in-
volving Marinette-Green Bay, Wis. Action Dec.
13.
By Hearing Examiner Jay A. Kyle on Dec. 16
Granted petition of Jay Sadow, Rossville, Ga.,
for leave to amend his am application to change
ant. pattern from nondirectional array to direc-
tional array, thus eliminating objectionable inter-
ference to any existing station, allowed motion
of the Broadcast Bureau to return application to
processing line.
By Hearing Examiner Herbert Sharfman
on December 13
Issued statement and order after prehearing
conference in proceeding on application of
Sacramento Telecasters Inc. (KBET ch. 10)
Sacramento, Calif.; commencement of eviden-
tiary hearings, which had been scheduled for
Jan. 13, 1958, is continued to Jan. 16.
By Hearing Examiner H. Gifford Irion
on December 11
On own motion, ordered that hearing sched-
uled for Dee. 19 is continued to Jan. 6, 1958, in
proceeding on am applications of Westbrook
Bcstg. Co. Inc., Westbrook, Me., and Sherwood
J. Tarlow, Saco, Me.
By Hearing Examiner J. D. Bond
on December 12
Issued order after first prehearing conference
re applications of Oklahoma Television Corp.,
for new tv station to operate on ch. 12 in New
Orleans, La., and Supreme Bcstg. Co. Inc., New
Orleans, for mod. of cp to change from ch. 20
to ch. 12; hearing scheduled for Jan. 6, 1958 is
continued to a date to be fixed by subsequent
order.
By Hearing Examiner Basil P. Cooper
on dates shown
Issued order following first pre-hearing con-
ference in proceeding on am application of
Greylock Bcstg. Co. (WBKK) Pittsfield, Mass.;
evidentiary hearing scheduled for Jan. 8, 1958 is
continued to Jan. 20. Action Dec. 10.
Granted petition of Pasadena Presbyterian
Church, Pasadena, Calif., for continuance of
date for prehearing conference now scheduled
for Dec. 18 and date for commencement of the
evidentiary hearing now scheduled for Jan. 2
to date to be announced later in proceeding on
its fm application and that of Armin H. Witten-
berg Jr., Los Angeles, Calif. Action Dec. 12.
Granted joint petition of Birney Imes Jr.
(WMOX) Meridian, Miss., and Mississippi Bcstg.
Co., Carthage, Miss., for further prehearing con-
ference to be held on Jan. 8, 1958, and for con-
tinuance of evidentiary hearing from Jan. 6 to
Jan. 14, 1958, in proceeding on their am applica-
tions. Action Dec. 12.
By Hearing Examiner Annie Neal Huntting
on December 12
Granted petition of Grady M. Sinyard, Fuller-
ton, Ky., for leave to amend his am application
to change frequency requested to 1010 kc and
related engineering data application, as amend-
ed, is removed from hearing.
Ordered that hearing scheduled for Jan. 8,
1958 in re applications of Wabash Valley Bcstg.
Corp., et al., for new tv station to operate on
ch. 2 in Terre Haute, Ind., shall be prehearing
conference rather than hearing session; hearing
is rescheduled for Feb. 10.
By Hearing Examiner Charles J. Frederick on
December 12
Granted motion of Oregon Radio Inc., Salem,
Oreg., for taking of administrative notice of
certain documents in connection with its ap- ■
plication for extension of time to complete con-
struction of KSLM-TV.
By Hearing Examiner Elizabeth C. Smith on
December 12
Issued order governing hearing re applications
of Fargo Telecasting Co., and North Dakota
Bcstg. Co. Inc. for new tv stations to operate
on ch. 11 in Fargo, N. D.; hearing is continued
from Jan. 6 to Jan. 27, 1958.
By Chief Hearing Examiner James D. Cunning-
ham on the dates shown
Ordered that hearings shall commence on Feb.
17, 1958 in following am proceedings: Liberty
Bcstg. Co., Liberty, Texas; Hirsch Bcstg. Co.
(KFVS) Cape Girardeau, Mo., et al. Actions
Dec. 13.
By Hearing Examiner H. Gifford Irion on
December 16
By memorandum opinion and order, granted
petition of S. L. Goodman, Bassett, Va., for leave
to amend his am application so as to specify
frequency 900 kc in lieu of 1270 kc and ap-
plication, as amended, is removed from hearing
docket.
Granted petition of Noble DeKalb Bcstg. Co.,
Inc., Kendallville, Ind., for leave to amend his
am application to reflect change of ownership
in applicant which was approved by Commis-
sion in granting two applications and to show
licensee's balance sheet as of Aug. 31.
By Hearing Examiner Charles J. Frederick on
the dates shown
Ordered that hearing record is closed re ap-
plication of Oregon Radio, Die, for extension of
time to complete construction of station KSLM-
TV Salem, Oreg. Action Dec. 12.
Issued order following fourth prehearing
conference in proceeding on am applications of
Enterprise Bcstg. Co., Fresno, Calif.; hearing in-
volving testimony of lay witnesses will com-
mence at 2:00 p.m., on Dec. 20; that portion of
hearing to be held on engineering phases of this
proceeding will commence at 10:00 a.m., Jan.
27, 1958. Action Dec. 13.
By Hearing Examiner Hugh B. Hutchison on
the dates shown
Granted motion of WHAS Inc. (WHAS-TV ch.
11), Louisville, Ky., for continuance of hearing
from Jan. 6, 1958 to March 19 in proceeding on
its application for cp to change trans, and ant.
location. Action Dec. 13.
Granted petition of The Riverside Church of
the City of New York, N. Y., insofar as it re-
quests leave to amend its fm application to
specify ERP of 20 kw instead of 30 kw. Action
Dec. 16.
By Hearing Examiner Basil P. Cooper on
December 13
Granted petition of St. Anthony Television
Corp., for leave to amend its application for
new tv station to operate on ch. 11 in Houma,
La., to include as part of application two letters
relating to financial proposal, which letters re-
flect purpose and intent to finance proposed
construction in manner consistent with original
proposal.
BROADCAST ACTIONS
By Broadcast Bureau
Actions of December 13
KVIP Redding, Calif.— Granted mod. of cp to
change ant. location approximately 1500 ft.
N. W. of present site (no change in description).
KTAG-TV Lake Charles, La.— Granted exten-
sion of completion date to 7-9-58.
Actions of December 12
KVAS Astoria, Oreg. — Granted acquisition of
negative control by Tracy Moore, Tracy Moore,
Jr., and Jerome A. Moore (a family group)
through purchase of stock from Albert L. Cap-
staff.
Granted licenses for following am stations:
KPBA Pine Bluff, Ark.; KTJRA Moab, Utah;
WDBM StatesviUe, N. C.
WMOD Moundsville, W. Va. — Granted license
covering installation of a new trans.
KVOC Casper, Wyo. — Granted license covering
change of ant. trans, location and operate trans,
by remote control.
WRXO Roxboro, N. C. — Granted license cover-
ing installation of new trans.
WRIV Riverhead, N. Y. — Granted license cover-
ing increase in power from 500 w to 1 kw and
installation of new trans.
WESO Southbridge, Mass. — Granted license
covering increase in power and installation of
new trans.
KWRB-TV Rivertown, Wyo. — Granted mod. of
cp to change type of ant.
WKTF Warrenton, Va. — Granted authority to
operate trans, by remote control.
Actions of December 11
WCLE Cleveland, Tenn. — Granted assignment
of license to Southeastern Enterprises, Die.
KEAP Fresno, Calif.— Granted license for am
station.
KOYL Odessa, Tex. — Granted license for am
station.
Granted licenses for following tv translator
stations: K73AF Rawlins Bcstg. Co., Rawlins,
Wyo.; K72AE Needles Community Television
Club, Inc., Needles, Calif., Gas City, Ariz.;
K71AH Salida tv translator Assn., Salida, Colo.
KTOK Oklahoma City, Okla.— Granted cp to
install new trans.
WSKP Miami, Fla. — Granted cp to install new
Page 94 • December 23, 1957
Broadcasting
NOW'S theti
trans, as an alternate main trans, (main trans,
location redescribed) and operate trans, by re-
mote control.
WJLD Homewood, Ala. — Granted cp to install
old main trans, as an aux. trans, at main trans,
site.
KAPR Douglas, Ariz. — Granted mod. of cp to
change studio location and operate trans, by
remote control.
Following were granted extensions of comple-
tion dates as shown: KATT Pittsburg, Calif,
to 2-28-58, conditions; WHYL Carlisle, Pa. to
6-30-58, conditions; WBOY Clarksburg, W. Va.
to 3-1-58; conditions WJDY Salisbury, Md. to
3-31-58; conditions; WAGE Leesburg, Va. to 6-
30-58, conditions; WDTV Christiansted, V. I. to
6-24-58, condition; WARE Ware, Mass. to 1-1-58,
conditions; WWHG Hornell, N. Y. to 5-29-58;
KQXM Leslie Morgan Wills, Riverside, Calif,
to 2-1-58; KGB-FM, KGB Inc., San Diego,
Calif, to 4-8-58; KBCA Radio Beverly Hills,
Beverly Hills, Calif, to 3-31-58; WRTC-FM, Trin-
ity College Radio Station, Hartford, Conn, to
2-1-58.
KXLY-TV Spokane, Wash.— Granted request to
cancel outstanding construction permit which
authorized changes in ant. system and other
equipment.
WDLB-FM Marshfield, Wis. — Granted request
to cancel license call letters deleted.
KFML-FM Denver, Colo. — Granted request to
cancel subsidiary communications authorization.
Actions of December 10
KGW-AM-TV Portland, Oreg.— Granted assign-
ment of licenses to King Bcstg. Co.
KUEQ Phoenix, Ariz. — Granted cp to replace *
expired cp for am station; conditions.
WCAR Detroit, Mich. — Granted cp to change
nighttime trans, (same trans, to be used day
and night).
WHK-FM Cleveland, Ohio— Granted cp to
make change in ant. system (install new ant.
below present fm ant.) ; conditions.
KCFM St. Louis, Mo. — Granted cp to replace
permit (BPH-2178 for changes) which expired
11-4-57.
KFWB Hollywood, Calif. — Granted cp to install
new aux. trans, and operate trans, by remote
control (Los Angeles, Calif.)
KBWD Brownwood, Tex. — Granted CD to install
new trans, as an aux. trans, and install aux. ant.
and ground system.
KNBY Newport, Ark. — Granted cp to install
new trans.
KITO San Bernardino, Calif — Granted cp to
install new trans.
KHMO Hannibal, Mo. — Granted cp to change
type trans, and change studio location.
KXLJ Helena, Mont.— Granted cp to change
type trans, studio location and operate trans,
by remote control.
KOWL Bijou, Calif. — Granted mod. of license
to change studio location to U. S. Highway, 89
& 10th St., Tahoe Valley, Calif., and operate
trans, by remote control.
KFKF Bellevue, Wash. — Granted mod. of cp
to change type trans., move ant. -trans. 155' east
(same description) arid specify studio location
(trans, location); conditions.
WHEY Millington, Tenn. — Granted mod. of cp
to change ant.-trans. location and type trans.
WAUC Wauchula, Fla. — Granted mod. of cp
to change type trans.; conditions.
Following were granted extensions of com-
pletion dates as shown: KNAC-TV Fort Smith,
Ark. to 6-18-58; KDAY Santa Monica, Calif, to
6-10-58; WDXR Paducah, Ky. to 1-2-58, condi-
tions; WMDF Mount Dora, Fla. to 1-15-58, condi-
tions; WHLI Hempstead, N. Y. to 3-1-58, condi-
tions; WEBB Baltimore, Md. to 2-25-58,
conditions; WPGC Morningside, Md. to 3-20-58,
conditions; WIUS Virgin Islands Bcstg. System,
Christiansted, V. I. to 6-24-58; KDBX, WHM
Bcstg. Co., Los Angeles, Calif, to 6-31-58; KPSR,
Richard T. Sampson, Palm Springs, Calif, to
5-18-58.
KMOR Oroville, Calif.— Granted authority to
remain silent for an additional thirty days from
Dec. 2, 1957 for purpose of completion of ap-
plication of transfer to John L. Breece.
WBAA Lafayette, Ind.— Granted authority to
remain silent on Christmas Day, Dec. 25, 1957
and New Year's Day, Jan. 1, 1958.
Actions of December 9
WNBP Newburyport, Mass. — Granted assign-
ment of license to Tri-City Bcstg. Co. Inc.
KOKY Little Rock, Ark. — Granted assignment
of license and cp to Ebony Radio of Arkansas,
Inc.
KHOF Los Angeles, Calif. — Granted cp to re-
place 6 bay ring-type fm ant. with 10 bay ring-
type fm ant., change ant. height to 240 ft., operate
trans, by remote control and waived rules to
permit the station location to be designated as
Los Angeles, Calif, but with main studio location
at 1120 S. Adams, Glendale, Calif.
WFSU-FM Tallahassee, Fla. — Granted cp to
change type trans., increase tower height and
change type tower, make changes in ant. system
and operate trans, by remote control, ant. 205 ft.;
condition.
WDCR Hanover, N. H. — Granted mod. of cp to
change type trans.
Following were granted extensions of com-
oletion dates as shown: WYZZ, Richard G. Evans,
Wilkes-Barre, Pa. to 6-8-58; K75AA, Manson Com-
munity TV Co. Inc., Manson, Wash, to 2-1-58.
Actions of December 6
WISK St. Paul, Minn. — Granted mod. of cp to
change studio location (same as trans.) ; make
changes in DA system (two additional towers)
and changes in ground system; condition.
KCMK Kansas City, Mo. — Granted authority
to operate trans, by remote control.
KBAS-TV Ephrata, Wash. — Application for ex-
tension of completion date dismissed.
License Renewals
Granted renewal of license of following sta-
tions: WUNC-FM (ED), WUNC-TV (ED) Chapel
Hill, N. C: WYOU Newport News, Va.; WWOK
Charlotte, N. C; WGCD Chester, S. C; WFMC
Goldsboro, N. C.
WPTR Albany, N. Y. — This action is without
prejudice to whatever action, if any, Commis-
sion may deem appropriate at such time as pres-
ently pending anti-trust contempt proceedings
involving Schine Chain Theatres Inc. (United
States of America vs. Schine Chain Theatres
Inc., et al.) may be terminated.
UPCOMING
January
Jan. 11-15: 41st annual convention, National
Automobile Dealers Assn., Miami Beach Audi-
torium.
Jan. 13-14: CBS-TV affiliates, Shoreham Hotel,
Washington, D. C.
Jan. 17-19: Advertising Assn. of the West, mid-
winter conference, Hotel del Coronado, San
Diego.
Jan. 22-24: NARTB, combined boards, Camelback
Inn, Phoenix, Ariz.
Jan. 24-26: American Women in Radio & Tv,
annual Sight and Sound Seminar, Hotel Bilt-
more, Palm Beach, Fla.
Jan. 30-31: 13th annual Radio & Television In-
stitute, School of Journalism, U. of Georgia.
Jan. 31: Broadcasters Promotion Assn., board
meeting, Sheraton Hotel, Chicago.
February
Feb. 1: Farm Broadcasting Day, celebration to
be planned by NARTB and Dept. of Agri-
culture.
Feb. 3-7: American Institute of Electrical Engi-
neers, general meeting, Statler and Sheraton-
McAlpin Hotels, New York.
Feb. 7: Advertising Federation of America, board
meeting, Milwaukee.
Feb. 8-10: Voice of Democracy, awards cere-
monies, Washington.
Feb. 13-15: 11th annual Western Radio and Tv
Conference, Bellevue Hotel, San Francisco.
Feb. 18-19: NARTB, conference of state associa-
tion presidents, Washington.
Feb. 19-21: Annual convention, Continental Ad-
vertising Agency Network, Hotel Warwick,
Philadelphia.
Feb. 22: UP Broadcasters Assn. of Connecticut,
WHAY studios, New Britain.
Feb. 24-25: American Bar Assn. House of Dele-
gates, mid-year meeting, Atlanta Biltmore
Hotel, Atlanta.
Feb. 27: NARTB Employer-Employe Relations
Committee, NARTB Hdqrs., Washington.
March
March 14-17: Washington Hi-Fi Show, Shoreham
Hotel, Washington.
to SELLibrate the new
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GOLDEN VALLEY...
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WHTN-TV
HUNTINGTON • CHARLESTON
* NEW TOWER
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* FULL POWER
316,000 watts
* GREATER COVERAGE
554,697 TV homes
* SALES POTENTIAL
$2,727,662,000 in all the major U.S.
Census sales categories
Get the
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right now
WHTN-TV
CHANNEL 13
A C0WLES STATION ■ ABC BASIC
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Nationally represented by
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say it over
WJR
the radio station that
reaches and influences
the fifth richest market
in the country. ..the
Detroit-Great Lakes area.
Here's WJR's primary coverage area. Ask
your Henry I. Christal man for proof of
WJR's dominance.
The Great Voice
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WJR
0 Watts ^^CRS ffn,
Broadcasting
Detroit
50,000 Watts CBS Radio Network
December 23, 1957 • Page 95
KRNT-TV
DES MOINES
>
One of the TOP
News Operations
of the Nation!
Russ Van Dyke's 10 P.M. news rating
of 44.6 on Sunday is the highest of
all* shows in the Des Moines market-
network or local. Sunday thru Friday
Rating Average: 40.6
*7/'ec/ with Ed Sullivan for 1st.
That's one of the TOP RATINGS in the
NATION for evening news in multi-
station markets.
ALL OTHER NEWS, SPORTS AND LOCAL
SHOWS PULL THE OUTSTANDING RATINGS, TOO!
THE LEADING NEWS - SPORTS - ENTERTAINMENT -
PUBLIC SERVICE STATION IN DES MOINES!
KRNMV
Full Power Channel 8 in Iowa
A COWLES OPERATION
■ i ' i ii ii i ' 1 1
Page 96 • December 23, 1957
Broadcasting
MONDAY MEMO
from Wilbur VanSant, president, VanSant, Dugdale & Co., Baltimore
BALTIMORE'S SHORTSIGHTED AD TAXES:
HOW THEY CAN THROTTLE RADIO -TV
It is doubtful if any tax measure ever proposed or adopted
in the City of Baltimore has aroused as much adversity from
all segments of business and industry as have the recently-
adopted taxes on advertising. Nor is the criticism confined to
Baltimore's city limits. Business interests everywhere are
equally vociferous in voicing the detrimental effects of the
taxes.
From their inception, certain segments of the taxes have
remained quite vague. Apparently little thought was given
to the disadvantages placed squarely in front of media. This
is particularly true for those in radio and television.
The advertising ordinances impose a tax of 2% per year
on the gross receipts derived from the sale of radio and tele-
vision time, plus a 4% sales tax on the total sales price of
each and every sale of time on radio and television orig-
inating from Baltimore.
Television and radio in legal actions have pointed out
pertinent facts concerning validity of the new tax laws. In
the case of most, and probably all, of the broadcasting com-
panies within the city limits, programs are beamed at and
received by listeners in some or all the areas of Maryland,
New lersey, Virginia, Delaware, Pennsylvania, West Virginia
and the District of Columbia. This type of operation has
been declared interstate in nature by Congress. It also is
contended that the rates for the sale of time by Baltimore's
radio and tv companies are determined in part by the in-
terstate area to which the companies broadcast their signals.
From this, it appears the taxes do impose an unlawful and
undue burden upon the flow of commerce, thus violating the
Commerce Clause of the Constitution of the United States.
Certainly the adopted tax measures do not provide standards
for determining what they seek to tax and in this sense they
violate the Due Process Clause of the 14th Amendment of
the Constitution as well as Article 23 of the Maryland Dec-
laration of Rights.
CITY OVERESTIMATES THE POSSIBLE RETURN
Departing from the legal aspects of the taxes, since present
and future legal action will determine these points, there are
violations of basic good business principles which make
them completely and thoroughly bad taxes.
There is good reason to doubt that the taxes will raise
anywhere near the figure which the mayor and city council
claim will be raised. Their estimates are based on the present
advertising expenditures. But if the new taxes drive advertis-
ing business from Baltimore — and they certainly will — then
the tax revenues estimated will decline. There seems little
room for doubt that advertising taxes such as these will start
a decline of advertising business — a downward spiral that
will have serious and far-reaching effects on Baltimore or
any other city which might adopt them.
Advertising directly and indirectly creates most of the jobs
in any city — as in America as a whole. Advertising is an im-
portant factor in selling the goods and services we use. It is
an inescapable fact that without advertising there could be
no mass production and mass distribution. I know of no in-
formed person who seriously questions the key role advertis-
ing has played in giving us the highest standards of living in
the world — the best jobs, the most of the necessities and
luxuries, and a strong unfettered press, radio and television
communication industry.
To the best if my knowledge, advertising taxes such
as those adopted in Baltimore have never been enacted before.
Some cities and states have looked at similar propositions and
wisely discarded them. The decisions to discard them were
based on some or all of the following reasons:
The adopted taxes, limited to Baltimore, place every ad-
vertiser and every advertising medium in the city in an
unfair competitive position with similar businesses over the
city line. For this reason they will drive many businesses out of
the city and deprive the city of other revenue from these
businesses far in excess of the amount hoped for from the new
taxes themselves.
Baltimore stations already are considering moving studio
operations to tower locations, most of which are across the
city line. Officials of one station, with both studios and
towers located within the city, stated that they "probably will
go out of business or move to another city." Their future
action depends entirely on the legal disposition of suits now
in the Circuit Court of Baltimore.
NATIONAL ADVERTISERS JUST WON'T PAY MORE
The new taxes, if put into effect, will curtail local adver-
tising. National manufacturers and advertisers stated this
in telegrams and letters to the city council and the mayor's
office when the taxes were under consideration. Baltimore's
radio and television may suffer more than other local media.
When this comes to pass, radio and television companies
have no choice but to lay off employes and reduce salaries.
This could set up a chain reaction that would wreck Balti-
more's economy, for as employes in one part of the city's
business have less total money, they pass along less to other
businesses in the form of expenditures and taxes.
There is another grave danger to television and radio in
these advertising taxes. If one tax of this kind, singling out
only the communications industry, is allowed on the books,
the door is open for any and every type of political control.
Any government — even a city government — could through
just such taxes as the Baltimore advertising tax make it im-
possible for any station, any newspaper or magazine, to sell
the only thing they have to sell by simply threatening to
double or treble taxes. This is not fancy, it's fact. It has
happened under forms of government less democratic than
ours. This must not happen in Baltimore or anywhere in our
United States.
All these factors demonstrate why the Baltimore advertising
taxes are thoroughly bad and would be equally bad for any
other city.
Wilbur VanSant; editc. Baltimore
Polytechnic Institute, Lehigh U.
Started advertising career in Philadel-
phia; in 1914 established present
agency in Baltimore which has grown
to be one of America's larger advertis-
ing-marketing-public relations firms.
Nationally known as a speaker and
writer on business subjects and in the
fields of economics and social sciences,
Mr. VanSant has played a major role
in opposing Baltimore's recently-en-
acted taxes on advertising media [see story, Adv. & Agencies].
Broadcasting
December 23, 1957 • Page 97
EDITORIALS
Brighter Day
N THIS PAGE throughout the year we do a good deal of
viewing with alarm.
There is justification for frequent alarm in broadcasting, for it
is a business which must live under massive and conflicting
pressures.
In this space this week we wish to change our pace.
It is pretty difficult to view Christmas with alarm, even if it does
bring broadcasts of "Jingle Bell Rock" and Elvis Presley singing
"Santa, Bring My Baby Back to Me."
For us, as for most men, this is the season of compassion. We
are so beguiled by the spirit of the hour that our blackest thoughts
are transformed into visions of sugar plums. In a beard, Dean
Barrow would look to us like Santa Claus. With a wreath on its
door, ASCAP could be momentarily mistaken for a house of charity.
Our readers, of course, are friendly images we cherish all year
long. And to them now, without exception, we extend our warmest
wishes for a Merry Christmas and a Happy New Year.
Shades of Avco
Drawn for BROADCASTING by Sid Hlx
"Well, where' s the radio?"
THE extent to which the FCC is sensitive to anything that smacks
of educational television is sharply delineated in events associ-
ated with the sale of ch. 13 WATV (TV) Newark and its sister
stations WAAT-AM-FM to National Telefilm Assoc. for $3.5 mil-
lion, now awaiting action.
Two weeks ago the FCC ostensibly was prepared to approve the
transfer in routine fashion. But in the interim, a petition had been
filed by the Regents of the University of the State of New York
seeking transfer of ch. 13 from commercial to non-commercial
status and of the authorized site from New Jersey to New York.
So the FCC, despite a favorable staff recommendation, decided to
delay consideration of the transfer to NTA until it could consider
the New York regents' request for rule-making.
Even this delay might constitute infraction by the FCC of its
own rules in the middle of the game. But what the regents seem to
propose is a throwback to the old so-called Avco Rule of com-
petitive bidding for stations available for sale — a procedure that
Congress itself threw out in adopting the McFarland amendments
in 1952. Beyond that, the regents have no money available to them
to meet the $3.5 million price and, according to opposing counsel,
are in no legal position to intercede.
Meanwhile, a willing seller and a willing buyer are precluded
from doing business. This could be a dangerous precedent. The
qualifications of NTA as a licensee are not involved, since the FCC,
only a few weeks ago, approved the sale of 75% control of ch.
9 KMGM-TV Minneapolis for $650,000 to NTA.
The educational petition for rule-making has no legal bearing on
the transfer to NTA. If the FCC followed its own precedents, it
would approve the transfer and consider the rule-making petition
in customary fashion, permitting NTA to acquire the WATV-
WAAT properties at its own risk.
The [Blue] Nose Count
LAST Oct. 28 we published an editorial advocating the acceptance
of liquor advertising on the air, at appropriate times and with
appropriate commercial content.
Since then we have received four letters endorsing our suggestion.
We have received 675 letters opposing it.
To judge by the simple arithmetic of this mail count, we have
embarked upon an astonishingly unpopular course.
But numbers can be misleading.
Of the 675 letters of criticism, three were from broadcasters
who felt that the admission of liquor advertising to the airways
would create serious public relations problems. One was from a
national officer of the Presbyterian church. All the others — 671 —
were from lay members, officials or clergymen of the Southern
Baptist church.
The Baptists wrote in response to an organized letter-writing
campaign. The Radio & Television Commission of the Southern
Baptist Convention circularized the church clergy with a copy of
our editorial and a request that letters of protest be written to
the editor.
The mail we have received at Broadcasting on the subject of
liquor advertising is not uncharacteristic of the mail which the U. S.
Congress gets when liquor control legislation is up for consideration.
There is always, on such occasions, a heavy volume of mail
from the organized drys.
In the absence of any organization of people who are not pro-
hibitionists, there is never a comparable letter-writing campaign
to reflect opinion on the other side.
The congressman who reads his mail only by the numbers is apt
to be persuaded that prohibitionism is the dominant sentiment in
the U. S. The congressman who reads his mail more carefully will
realize that he has distortion on his desk. He is simply not hearing
from the great majority of the people who are content that liquor
is legal and therefore have no reason to write.
We have no doubt that any radio or television station which
began broadcasting liquor commercials would receive protests —
as soon as the organized drys discovered the broadcasts.
These protests would be no more representative of the station's
total audience than our mail count has been representative of our
readership
As we said at the outset, it will be a courageous broadcaster who
takes the first commercial for a liquor firm.
But if courage is accompanied by good taste in the selection of
time and content of the commercial, the broadcaster need not fear
a wholesale revolt of his audience.
Approval of Seal
ATTACHED last week to the NARTB's weekly newsletter,
which is sent to members, was this note:
"The name of the National Assn. of
Radio & Television Broadcasters will be
AS
°0 changed to National Assn. of Broadcasters
V, effective Jan. 1, 1958."
^ o The simplification of the association's
Z /V F% z name has been endorsed overwhelmingly
by members. Having begun urging that
action a year or more ago, Broadcasting
3>/s cf- endorses it too.
o
Page 98
December 23, 1957
Though they may compete for audience
and advertising, both radio and television
new nab seal are broadcasting. We are sure they will
continue to be as happy together under
the simplified name as they were under the cumbersome title which
is being abandoned.
Broadcasting
IsTortlx Carolina's
INTERURBIA
MARTINSVILLE
SOUTH BOSTON
/ •
/ILLE /
* 1
MOUNT AIRY
ELKIN
WINSTON-SALEM
GREENSBORO
j HILL^SBORO
BURLINGTON * DURHAM
CHAPEL HILL
1
HIGH POINT
STATESVILLE
• / ^^^7 LEXINGTON •
^ SALISBURY^ | ^
More Gasoline Sales
Than Any Other
Metropolitan Market
In The Two Carolinas
dominated by
wfmy-tv
Make sure you investigate North
Carolina's INTERURBIA . . .
the largest metropolitan market
in the two Carolinas ... in the
heart of the mighty Industrial
Piedmont where gasoline and
petroleum sales exceed
$175,000,000
GREENSBOR
Represented by
Harrington, Righter & Parsons, Inc.
New York • Chicago • San Francisco • Atlanta • Boston
Basic CBS
Sinte 1949
AMONG THE OUTSTANDING
TELEVISION STATIONS
WE ARE PROUD TO REPRESENT
wcax-tv Burlington, Vermont
WCSH-tv Portland, Maine
wbay-tv Green Bay, Wisconsin
WOl-TV Ames-Des Moines, Iowa
wcyb-tv Bristol, Virginia
WJMR-TV New Orleans, Louisiana
kbak-tv Bakersfield, California
ktvk Phoenix, Arizona
WEED
TELEVISION
TELEVISION STATION REPRESENTATIVES
new york • Chicago • detrolt • san francisco
atlanta • boston • hollywood • des moines
DECEMBER 30, 1957
THIRTY-FIVE CENTS
27'
BROADCASTING
THE B U S I N E S S W E E K L Y OF TELEVISION AND RADIO
COMPLETE INDEX
$130 million traffic in '57 agency account changes
Mutual out to build chain of owned & operated fms
Congress, one week away, faces busy broadcast agenda
A major producer comes out four-square for live tv
PICK YOUR SPOT AMONG THE STARS IN WASHINGTON !
A choice few spots among the stars are now
available during the prime "AA" night-
time hours, when WRC-TV is the Number
One* station in the nation's Capital ! Call
promptly and WRC-TV will arrange ten,
twenty, or the new thirty-second spots for
you in this prime evening time adjacent to
the greatest stars and shows in television !
WHEELING: 37* TV MARKET
^Television Magazine 8/1/57
One Station Reaching The Booming Upper Ohio Valley
Solvay manufactures Chlorine,
Caustic Soda, Chloromethanes, Vinyl
Chloride and many industrial
chemicals needed in plastics,
soaps, textiles, paper, gasoline
and petroleum products. Natural
salt deposits, proximity to
consuming markets, excellent rail
and Ohio River facilities motivated
completion of this multi-million
dollar operation in this area.
Solvay — another BIG in this
GROWING BIGGER market where
nearly two million people spend
over two-and-a-half billion
dollars annually . . . where
425,196 TV homes react to the
influence of WTRF-TV.
"I've been with Solvay since this new plant started; some 300 of us
work here now. Moundsville's twelve miles from home but I really
enjoy that drive along the river. We live in Wheeling; we, meaning
the wife and daughter. Guess you'd call me a family man. Fish a little
but I go for armchair duty in front of that TV set, love "Wagon Train."
In fact, WTRF-TV suits us just fine! I'd say we live nicely."
For availabilities, call Bob
Ferguson, VP and Gen. Mgr.,
or Needham Smith, Sales Manager,
at CEdar 2-7777.
National Rep., George P.
Hollingbery Company.
316,000 watts
NBC
network color
WHEELING 7, WEST VIRGINIA
wtrf tv
arket th
TERRE HAUTE
Is INDIANA'S 2nd Largest
TV Market!
FOOD SALES
WTHI-TV MARKET
$212,854,000 *
MARKET A
$184,861,000
MARKET B
$148,676,000
MARKET C
$138,091,000
*Market Area: Television Magazine
NCS. #2 Study
and ABC Television Networks
TERRE HAUTE, INDIANA
BOLLING CO.. NEW YORK CHICAGO.
LOS ANGELES, SAN FRANCISCO, BOSTON
1(H)
WTHI - TV
and RADIO, too!
T M -CBS-TV
Published every Monday, 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc., 1735 DeSales St.,
N. W., Washington 6, D. C. Entered as second class matter March 14, 1933 at Post Office, Washington, D. C, under act of March 3, 1879.
Dallas people watch
KRLD-TV
than any other station!
MORE
throughout the week!
Weekdays, Monday through Friday, from 7 A.M. to
sign-off time, MORE Dallasites tune their sets to
Channel 4 than to any other TV station. There are
times duning the week when Channel 4 has a greater
audience than the combined total of two of the other
three Dallas-Fort Worth stations.
MORE
over the week-end!
From sign-on time Saturday to sign-off time Sunday
MORE Dallas television sets have been tuned to
KRLD-TV than to any other station. There are times
when Channel 4 has more Dallas viewers than the
combined audiences of the other three Dallas-Fort
Worth Stations — other times when KRLD-TV's audi-
ence is greater than the combined audiences of two
of the other stations.
MORE top flight programs
CHANNEL 4 PRESENTS 12 OUT OF THE TOP 16
ONCE - A - WEEK SHOWS
• GUNSMOKE • BURNS AND ALLEN
• ARTHUR GODFREY'S TALENT SCOUTS
• DECEMBER BRIDE • WHAT'S MY LINE • OH SUSANNA
• PLAYHOUSE OF STARS • THE LINE UP
• PHIL SILVERS' SHOW • ALFRED HITCHCOCK PRESENTS
• DEATH VALLEY DAYS • ZANE GREY THEATRE
•METROPOLITAN DALLAS TELEPULSE — OCT. 1957
and further MORE . . .
KRLD-TV
DALLAS
SERVES A GREATER AREA, WITH A STRONG CLEAR SIGNAL, THAN ANY OTHER TV STATION IN TEXAS
KRLD-TV, Channel 4, operates on maximum power and telecasts from
atop Texas' tallest tower. It is the television service of The Dallas Times
Herald, owners and operators of KRLD, the only full-time 50,000 watt
radio station in Dallas-Fort Worth area. The Branham Company, national
representatives.
JOHN W. RUNYON, CHAIRMAN OF THE BOARD • CLYDE W. REMBERT, PRESIDENT
Page 4 • December 30, 1957
Broadcasting
closed circuit*
ASCAP RENEWAL • With its 250-plus
subscriber stations voting overwhelmingly
to renew current ASCAP tv music per-
formance licenses on existing terms for
another four years (early story page 48),
all-industry negotiating committee Friday
began polling stations not underwriting
committee work. Committee Chairman
Irving R. Rosenhaus of WATV (TV)
Newark sent wires pointing out current
ASCAP tv licenses expire tomorrow night
(Dec. 31) and reporting "overwhelming"
subscriber vote for renewal. Otherwise tele-
grams to non-subscribers followed pattern
of one to subscribers, whose returns late
Friday favored renewal more than 200-1.
•
How much do you have to spend to be
No. 1 advertiser on a tv station nowadays?
Pepsi-Cola Metropolitan Bottling Co., New
York, subsidiary of Pepsi-Cola Co., through
Kenyon & Eckhardt, has just signed for
one of its biggest spot tv campaigns — close
to million dollars, spread over two years,
on WCBS-TV New York. Broken down,
that would average out to better than
$400,000 per year. But account is out-
ranked, in dollar volume, by at least two
others — including Piel's beer and General
Foods — each spending more than $500,-
000 per year on WCBS-TV.
•
FCC VS. NETWORKS • First tangible
result of FCC special staff network study
disclosed last week with filing of charges
of alleged infractions of existing regula-
tions in relations of networks with tv af-
filiates. Citations, received last Monday by
ABC-TV and CBS-TV (NBC-TV presum-
ably will get them too) charge violations
of network-monopoly regulations dealing
with setting of spot rates of affiliates, terri-
torial exclusivity and blocking of secondary
clearances of network programs.
•
Effect of FCC citations means holding
up of license renewals of affiliated stations
pending disposal of charges, and it's as-
sumed that renewals of network owned-
and-operated stations are affected since
networks are not directly licensed. Net-
works and stations are given 30 days from
Dec. 20 to answer. Foray against networks
by FCC, which came practically on Christ-
mas Eve, evolved before FCC had com-
pleted its briefing on ponderous network
study report, final sessions being due Jan.
6-7 [Closed Circuit, Dec. 23].
•
DYNAFLOW PITCH • Of all agencies
pitching for $23 million General Motors'
Buick account, it was understood late last
week that Leo Burnett Co., Chicago, and
Benton & Bowles, New York, appeared to
be front runners (also see page 27). Leo
Burnett himself had tie-in with General
Motors many years ago as advertising di-
rector for Cadillac. Benton & Bowles on
other hand serviced Studebaker-Packard
cars for number of years before account
went to Burke Dowling Adams Inc. last
year. But executives of Buick Div. admit-
ted they were still reviewing number of
agency presentations and said announce-
ment would not be made until all had been
considered.
•
Mindful of growing menace of munici-
pal taxes on advertising, Chicago station
executives plan strategy session today
(Monday) to discuss what to do if their
city tries to impose tax. They'll study tax
problem in Baltimore, St. Louis and Nor-
folk, Va. (see story page 32) to prepare
themselves in case problem spreads to their
city. Meeting was called by Ward L. Quaal,
vice president and general manager of
WGN-AM-TV , in his capacity as presi-
dent of Chicago Broadcast Adv. Club.
•
SELLING SEASON • One contributing
reason for radio's big swing upward this
year may have been broadcaster optimism
backed by hard cash. In survey conducted
some months ago but not yet published.
Radio Advertising Bureau found virtually
one-fourth (24% ) of stations contacted
had increased or were increasing their sales
staffs for 1957. Only 2% cut back, while
74% reported no change. Study also
showed median number of salesmen per
station in markets above 500,000 popula-
tion was five; under 500,000, three.
•
Though Board Chairman Raymond
Spector professed to know nothing about it,
reports circulated along Madison Avenue
last week that Hazel Bishop Inc. had been
bought by Chesebrough-Ponds, with Mr.
Spector standing to gain some $5 million
for his stock. Mr. Spector also is president
of Raymond Spector Co., agency for
Bishop cosmetic house.
•
REASON FOR SALE • Since announce-
ment 10 days ago [At Deadline, Dec. 23]
of record-breaking sale of WCAU-AM-
FM-TV Philadelphia (plus real estate) to
CBS for $20 million, question has arisen
as to why Maj. Robert McLean's Phila-
delphia Bulletin was disposed to sell val-
uable property. Maj. McLean and Dr.
Frank Stanton, CBS Inc. president, called
on practically all members of FCC on
Friday, Dec. 20, to explain transactions,
which is subject to FCC approval. Reason
assigned was desire of 66-year-old presi-
dent and chief owner of Philadelphia Bul-
letin to get his affairs in shape for tax
purposes. Maj. McLean recently relin-
quished presidency of Associated Press
and short time ago was released from hos-
pital after surgery and treatment. He has
carried inordinately heavy burden and
during past two years lost brother and
three key executives by death.
•
Despite unprecedented price, earnings
of WCAU properties reportedly justify
$12.6 million for tv station, $3 million for
radio (am and fm), and building and real
estate could not be replaced for $4.4 mil-
lion price, according to responsible CBS
source. Hence price, highest on record, is
reportedly better value than several recent
sales, dollar- for-dollar. It was pointed out
that asking price on WNAC-AM-FM-TV
Boston by General Teleradio to CBS was
in neighborhood of $23 million without
comparable holdings or real estate.
•
BUREAU BUILDING • One of first 1958
developments will be action — perhaps
final — on television's perennial contro-
versy, NARTB tv circulation-coverage
audit bureau. This five-year-old project,
debated at autumn series of regional meet-
ings, comes up for NARTB Tv Board
decision at Jan. 22 meeting in Phoenix,
Ariz. NARTB is currently winding up poll
of tv stations to see how they feel about
idea. Judging by regional meeting senti-
ment, poll may show slim majority in
favor of bureau. If NARTB Tv Board
gives go-ahead, next step will be forma-
tion of all-industry, non-profit corporation
followed by campaign to raise funds.
•
To be announced soon will be action
taken by FCC in mid-December on one
of remaining deintermixture cases. FCC,
by 5-1 vote, instructed staff to dismiss
deintermixture proceedings involving ch.
3 WCIA (TV) Champaign-Urbana, 111.
Comr. Bartley voted for rule-making pro-
ceedings; Comr. Lee was absent.
•
CONFERENCE CALLS • Second annual
public service and educational program-
ming conference under auspices of West-
inghouse Broadcasting Co. will be held in
Baltimore March 5-8 on campus of Johns
Hopkins U. Because of spectacular suc-
cess of first conference in Boston last Feb-
ruary, Baltimore session has been extended
one day and will be by invitation only to
program heads of 1 50 radio and tv stations,
o
WBC Baltimore conference , which was
arranged last August but has not yet been
announced, will overlap first annual disc
jockey conference arranged by Storz Sta-
tions for Kansas City, March 7-8-9, and
which was formally announced two months
ago. Conflict may develop because some
of same programming executives will be
involved. But there's no disposition either
on part of Storz or Westinghouse to change
dates. Todd Storz reports Muelbach Hotel
is already booked solid for his convention
and that all luncheon and dinner events
are underwritten by record companies.
i
Broadcasting December 30, 1957 • Page 5
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KCMO and KCMO-TV,Kansas City • KPHO and KPHO-TV,Phoeni:
KRMG, Tulsa
WOW and WOW-TV,Omaha • WHEN and WHEN-TV,Syrac»se
Page 6 • December 30. 1957
Broadcasting
THE WEEK IN BRIEF
LEAD STORY
Accounts on the Move — Ad budgets that moved to new
agencies in 1957 ran into many millions. Selecting only the
"cream" of the national accounts, total billing for all media,
including radio-tv, hit the $130 million level. Some spectacu-
lar agency changes: Revlon, Buick, Kolynos and Kroger.
More than $26 million in billings still on the loose. Page 27.
ADVERTISERS & AGENCIES
Advertising Media Tax Outlook Grows Drearier — Balti-
more's new ordinances set to go into effect Wednesday; St.
Louis alderman's plan definitely will be submitted Jan. 3,
and Norfolk starts work to eliminate possible snag to its tax
aspirations. Page 32.
MANUFACTURING
RCA Sales Over Billion Mark Again — Gen. Sarnoff reports
1957 volume up 5% to approximately $1.18 billion. But
he cautions that "softening" economic conditions may con-
tribute to "slight" decline in profits. Yearend report also re-
views accomplishments, examines outlook, says U. S. elec-
tronics industry will show itself equal to challenge of the
Space Age. Page 60.
NETWORKS
Chroma Key Does Double Takes — NBC-TV develops its
own magic box that permits mixtures in sizes of people, prod-
ucts and backgrounds on live tv. Page 42.
Kellogg's Climb — Cereal foods advertiser breaks into Big
Ten network tv list in October. Chrysler and General Motors
appear, while Ford Motor stalls short of mark. Leaders:
Procter & Gamble and Gillette. Page 31.
Nielsen Ready For No. 3 — Third coverage study (in three
parts) all set for spring with report expected by late summer.
Page 35.
$2 Billion in 1957 — Total tv and radio broadcast advertis-
ing expenditures are estimated at $1,934 million for 1957 in
NARTB's yearend compilation. Tv shows a 6.1% increase,
reaching $1,284 million, as the visual medium reaches end
of its first full decade. Page 37.
STATIONS
Mutual to Own Fm Outlets — New President Paul Roberts
announces first fm application for San Francisco as network
plans full complement of seven o&o fm stations to upgrade
technical facilities and provide extra income from multiplex
services. Page 44.
Tv Stations Favor ASCAP Renewal — Acceptance of new
four-year contracts on same terms as existing licenses is
favored by 98% of "voters" as returns pass two-thirds mark.
Current licenses expire Tuesday night. Page 48.
OPINION
'The Only Exciting Tv Is Live' — That's the contention of
David Susskind of Talent Assoc. in an exclusive recorded
interview with Broadcasting's editors. Indicating "get-rich-
quick" mediocrity of filmakers, Mr. Susskind discusses some
of the current problems in tv programming. Page 68.
rWM Your Commercial and Program Should
Match — Hank Booraem says the viewer or
listener is jarred into disbelief when the
mood of the sales message is not compatible
with the program itself. The Ogilvy, Benson
& Mather radio-tv vice president offers his
constructive criticism in the weekly Mon-
day Memo series. Page 85.
FILM
How Syndicated Film Is Faring — ARB compiles the ten
most popular film shows in ten major markets during Novem-
ber. Page 62.
DEPARTMENTS
GOVERNMENT
Pay Tv in Philadelphia — Uhf grantee asks FCC to authorize
pay tv operation, offering sports service to be paid by an-
nual charge plus per program viewing fee. WSES (TV)
Philadelphia, ch. 29, says it will use Skiatron system, but
utilize its own equipment. Page 57.
What's Facing the Next Congress? — Pay tv, Moulder in-
vestigations, Smathers BMI bill and the Barrow report are
top broadcast items due for more than passing attention from
second session of 85th Congress, convening Jan. 7. Page 54.
ADVERTISERS & AGENCIES . . 27
AT DEADLINE 9
AWARDS 83
BUSINESS BRIEFLY 38
CHANGING HANDS 50
CLOSED CIRCUIT 5
COLORCASTING 32
EDITORIAL 86
FILM 62
FOR THE RECORD 75
GOVERNMENT 54
IN REVIEW 12
IN THE PUBLIC INTEREST 20
INTERNATIONAL 65
LEAD STORY 27
MANUFACTURING 60
MILESTONES 20
MONDAY MEMO 85
NETWORKS 42
OPEN MIKE 16
OPINION 68
OUR RESPECTS 22
PEOPLE 73
PROGRAMS & PROMOTIONS . . 67
PROGRAM SERVICES 64
STATIONS 44
UPCOMING 82
x1 t o
lis
Broadcasting
December 30, 1957 • Page 7
Beware the siren call of outmoded figures;
the new WQAM has 37.0% of the daytime radio audience
Any data or impressions about Miami should
carry a date, pre- or post-WQAM. The New
WQAM went on the air little over a year ago,
with a unique showmanship-and-precision blend
which has produced dramatic and consistent audi-
ence dominance.
Today Hooper, Trendex and Pulse all show
WQAM first by big margins. And so does, a recent
Southern Florida Area Pulse, accounting for
31.5% of the state's population.
Talk to Blair or WQAM General Manager Jack
Sandler.
WQAM covering all of Southern Florida with 5,000 watts on 560 kc . . . and radio #1 in Miami
STAT" I CZ> INJ 5=5
^ADIO FOR TODAY'S SELLING
ESIDENT • HOME OFFICE: OMAHA. NEBRASKA
WDGY Minneapolis St Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR & CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR it CO.
Jage 8 • December 30, 1957 Broadcasting
■
■
of deadline
Mutual, KDBX (FM) Discuss Plan
For Network Fm Outlet in L. A.
Mutual's second owned-and-operated fm
station for its projected all-fm o&o group
(early story, page 44) may wind up located
in Los Angeles, according to further de-
velopments Friday. Network has been talk-
ing with group which holds permit for
KDBX (FM) Los Angeles (headed by Jim
Harford, general manager of KDB Santa
Barbara) and may (1) negotiate working
agreement whereby KDBX would relay
MBS programs via multiplex (not affecting
main KDBX program channel nor Mutual's
affiliation with KHJ-AM-FM there), (2) buy
part interest in KDBX once it is established,
or (3) buy station outright once established.
Mutual earlier announced plans to apply
for owned-fm outlet in San Francisco and
to use fm stations to replace some class C
land lines in supplying some affiliates which
are spur operations off regular class A trans-
continental line. These fm links would be
off-air pickups of multiplex signal in many
cases, MBS explained, thus avoiding FCC
duopoly provisions or competition with af-
filiates having fm outlets. It is estimated that
about 80 fm stations will be required to
satisfy requirements for replacing class C
spur lines or situations where new affiliates
could be added. In Los Angeles area, KDBX
arrangement also would serve as relay sta-
tion to handle delay production for Don Lee
stations, MBS said.
MBS president Paul Roberts revealed that
MBS has been servicing upstate New York
for past two months without use of land
lines via fm Rural Radio Network (WRRL
Wethersfield, WRRE Bristol Center, WRRA
Ithaca, WRRD De Ruyter and WRRC
Cherry Valley [all FM]) which operates
on basis of off-air pickup of main program
channel (simplex). He said Mutual plans to
make these stations basic affiliates May 1
when multiplex relaying will be employed
for MBS programming. RRN also will con-
tinue with its own programming.
"Fm cannot continue in this country on
the basis of not making money," declared
Mr. Roberts. His plan: while MBS will
upgrade its musical programming, fm sta-
tions now beaming high-brow programming
should re-evaluate their standards, perhaps
"come down a bit" to attract advertisers
afraid of cultural programming. He thought
MBS could set up its fm operations (elimi-
nating 80% of class C line facilities now
linking 40% of its 460-odd affiliates) within
span of two years and claimed that MBS
do so without seeking outside working
capital. While intending to set up its own
o&o fm organization, he went on, MBS is
also negotiating with present regional fm
networks as in case of Rural Radio Net-
work.
Mutual's insistence on better-grade trans-
mission, noted Mr. Roberts, was illustrated
over last three months as network turned
down affiliation requests of some 23 sta-
tions— "all of which were C-line stations."
House Committee Pay Tv Hearing
Will Start Jan. 14, Harris Says
Hearings on pay-tv will begin Jan. 14
before House Interstate & Foreign Com-
merce Committee, according to Chairman
Oren Harris (D-Ark.). He gave views on
pay-tv in filmed interview on KNOE-TV
Monroe, La., with Mac Ward, KNOE-TV
news director, as interrogator.
Rep. Harris said he felt fee television
would destroy free use of spectrum by public
and make utility of broadcasting industry.
Trial of subscription television would require
amendment or rewriting of Communica-
tions Act, he felt, contending law was not
intended to cover this type of broadcasting.
While not definite on length of hearings.
Rep. Harris indicated committee procedure
would depend on information brought out
during first few days of testimony. He took
position that spectrum should be limited to
free broadcasting and opposed principle of
paid television.
RAB Plans Auto Set Count
New study on auto radio circulation an-
nounced Friday by Sherril Taylor, vice
president, Radio Advertising Bureau. Project
calls for assessing percentage of 1958 cars
which are radio-equipped at time of delivery
to buyer plus determining volume of trade-
ins radio equipped. Similar 1957 study
showed more than 85% of 1957 cars had
radios at time of delivery.
PRUDENTIAL SUBS
Landmark in tv history is way
Reach, McClinton & Co., N. Y., agency
for Prudential Insurance Co. of
America, Newark, N. J., called atten-
tion Friday to upcoming "Where We
Stand," special 90-minute documentary
Jan. 5 (5:30-7 p.m.) on CBS-TV as
part of Prudential's The Twentieth
Century series. According to adver-
tiser, agency and network, program
will be "report to the nation" on how
U. S. resources compare with those of
Russia particularly in light of satellite
developments. Under its arrangement
with CBS-TV, Prudential can include
it in its regular shows special tele-
casts on important news and public
affairs matters. Reach, McClinton
noted that "War in China" originally
slated for Jan. 5 was pre-empted and
shifted to next May.
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 27.
WATCH THIS ONE • J. Walter Thompson,
N. Y., and Lever Bros., N. Y., are keeping
close tabs on tv testing underway since Oc-
tober on behalf of Lever's latest toothpaste
now being marketed only on limited basis.
Toothpaste is Stripe with chlorophyll. In
introductory campaign, Stripe is using only
two tv cities, which JWT and Lever won't
identify. Lever's Pepsodent toothpaste and
other Pepsodent products handled by Foote,
Cone & Belding, N. Y.
DOESKIN APPOINTS W & G o Doeskin
Products Inc. (facial and bathroom tissues),
N.Y., today (Mon.) announcing appoint-
ment of Weiss & Geller, NY. Cohen &
Aleshire, NY., formerly handled account.
Saturation spot tv being planned.
HEAVY BUY ON MBS • Liggett & Myers
Tobacco Co., NY., to invest about $750,-
000 for 52-week campaign on Mutual, start-
ing shortly after Jan. 1 and utilizing five-
minute newscasts, dramatic programs and
adjacencies. Agency: Dancer-Fitzgerald-
Sample, NY.
PRO BOWL SOLD OUT • NBC-TV re-
ported to have lined up full sponsorship of
its coverage of annual game between stars
of eastern and western divisions of Na-
tional Football League on Jan. 12. Co-spon-
soring will be Lincoln and Mercury divi-
sions of Ford Motor Co., Detroit, through
Kenyon & Eckhardt, N. Y.
TWIN SPOT BARRAGE • Life Magazine,
N. Y., planning large radio and tv spot cam-
paign in two flights to promote sales. First
flight is set Jan. 20-24; second flight, Jan.
27-30. Magazine will use over 70 radio
markets and about 60 tv markets. Young &
Rubicam, N. Y., is agency.
TWO WEEKS IN SOUTH • General
Foods, N. Y., for Sanka coffee, planning
two-week radio campaign using one-minute
announcements, Monday through Friday,
in number of southern markets. Young &
Rubicam, N. Y., is agency.
SMALL FRY SPOTTING • Welch's Candy,
Cambridge, Mass., Jan. 3 starts sponsorship
of Fireman Frank Show on KRON-TV
San Francisco. At same time firm renews
spot schedules on children's shows at KTLA
(TV) L. A., KFSD-TV San Diego and
Continues on page 10
Broadcasting
December 30, 1957 • Page 9
PEOPLE
at deadline
MjBHBBBHIMaBMMMHMBMMaMM
WN AO-TV to Go Black, Joins
WTOB-TV in Ch. 8 Shift Plea
Ch. 28 WNAO-TV Raleigh, N. C, which
plans to go dark tomorrow (Tuesday), and
ch. 26 WTOB-TV Winston-Salem, N. C,
Friday filed rule-making petition with FCC
seeking assignment of ch. 8 to Winston-
Salem-High Point-Greensboro area. New
petition is in support of ch. 8 WBTW (TV)
Florence, S. C, proposal to shift ch. 8 to
Charleston, S. C, in exchange for ch. 13
(with WBTW license modified to specify
ch. 13) and also assign ch. 8 to Greensboro.
In addition, WNAO-TV and WTOB-TV
asked that WTOB-TV be given temporary
authority to operate on ch. 8 in hyphen-
ated area following completion of rule-
making. Stations have formed new company,
Southern Broadcasting Co., to jointly apply
for vhf channel if one is assigned to
Winston-Salem-High Point-Greensboro area.
In announcing plans to go dark, CBS-
affiliated WNAO-TV reported losses of
$650,000 since going on air July 12, 1953.
Station is owned by John W. English and
associates. WTOB-TV, . owned by Winston-
Salem Broadcasting Co., operated from
Sept. 10, 1953, to May 11, 1957, losing
$350,000.
WTVD (TV) Durham, N. C, will replace
WNAO-TV as CBS affiliate for Raleigh-
Durham area, according to WTVD Vice
President-General Manager Harmon Dun-
can. Station originally was to become CBS
basic April 1, but affiliation now becomes
effective Jan. 1.
WEEU-TV Reading, Pa., Quits
Ch. 33 WEEU-TV Reading, Pa., has vol-
untarily surrendered its construction permit
to FCC for cancelation and dropped pend-
ing application for license. Station, owned
by Reading Eagle, was on air from April
1953 to June 30, 1955. Total uhfs deleted
by Commission now stand at 153 (one
educational); there have been 40 vhf permits
deleted.
Radio, Tv Set MOD Record
"Most generous donation of time and
talent in tv-radio history" is being given
annual March of Dimes campaign begin-
ning Thursday, it was acknowledged last
Friday by Howard J. London, director of
radio, tv and motion picture division of
National Foundation for Infantile Paralysis.
He said "a conservative estimate would run
into millions of dollars."
NARTB Officially Becomes NAB
NARTB (National Assn. of Radio &
Television Broadcasters) officially changes
its name Wednesday to National Assn. of
Broadcasters (NAB), returning to name it
used from 1922 to 1951. Only routine ad-
ministrative details are involved in change,
which is based on general acceptance of
"broadcasting" as term covering both radio
and television.
Decision to change name, subject to mem-
bership approval, was made last Feb. 8
by NARTB combined boards. Subject was
discussed during autumn regional meetings
but aroused little membership comment.
Referendum of members, taken in Novem-
ber, showed 1,227 voting in favor of change
to NAB with only 35 opposing.
Hollywood-N.Y. Tv Help Needed
For Queen, Says London Press
Although praised Friday by London press
for her first televised Christmas message,
Queen Elizabeth's need for professional tv
help was pointed out. While agreeing "she
was wonderful," Daily Express said telecast
was "one of the most amateurish produc-
tions" put on by BBC and wished that "a
professional from Hollywood or New York"
had been imported for event.
Declaring camera work "terrible," Ex-
press also pointed out that besides wearing
wrong kind of dress for black-and-white tv,
her "makeup was bad" and closeups showed
"the shadows on her features were all in
the wrong place." Paper deemed it "a dis-
graceful business on the part of the BBC
because there wasn't a man frank enough
to tell the Queen how it should be done."
Hallicrafters Out of Tv
Hallicrafters Co., Chicago electronics
firm re-acquired by its founder and presi-
dent, William S. Halligan, and his family
[Manufacturing, Dec. 16], has announced
it will cease production of tv sets some-
time in January.
Since discontinuing manufacture of tv
receivers under its own name year ago,
Hallicrafters had been producing them for
other electronics firms on contract basis. It
stopped making color tv sets in mid-1956.
ESOTERIC ESCAPADE
Blair-Tv's Bill Vernon purchased
(through Kenyon & Eckhardt, N. Y.)
half-hour time on WBAI (FM) New
York last Friday, 11:05 p.m., for
Bill Vernon Hour to celebrate his fifth
year of time selling for station repre-
sentative firm. Mr. Vernon said buy
marks "the shortest hour in broadcast
history." Show, featuring Mr. Vernon,
included live music, three-act skit
called "Behind the Scenes Planning
for Spot Campaign for Little Charmer
Cobra Flutes," plus "on-the-spot"
scene at Madison Avenue agency,
reading of poem and announcement of
grand prize winner of "Vernon Value
Stamps" contest.
HARLEY LUCAS, station manager, WCUE
Akron, Ohio, and JOHN CROHAN, sta-
tion manager, WICE Providence, R. I.
elected vice presidents of Eliot Stations,
owner of WCUE and WICE. Mr. Lucas
joined WCUE in 1954 after service with
Storer Broadcasting Co. Mr. Crohan, who
has served with several Rhode Island sta-
tions, became station manager of WICE
when Eliot interests acquired it in 1956.
PETE RODGERS, account executive with
west coast division of National Telefilm
Assoc., Hollywood, promoted to sales man-
ager of division.
IRVING G. KIRK, accountant with Adam
Young Inc., N. Y., since 1954, Friday
named controller of firm.
KENNETH M. FLOWER, formerly with
KNX and KHJ-TV Los Angeles, to S. F.
office of CBS Television Film Sales as ac-
count executive.
CBS-TV Explains Baseball Plan
Statement was issued Friday by Bill Mc-
Phail, director of sports, CBS News, to
clarify "misunderstanding" over CBS-TV's
plans to telecast Sunday Baseball Game
of the Week next season. Development had
been criticized by various minor league clubs
and by baseball Commissioner Ford Frick
because of its potential impact on attendance
at minor league games.
Mr. McPhail pointed out that Dancer-
Fitzgerald-Sample, representing Falstaff
Brewing Co., obtained Sunday television
rights to games of Chicago White Sox, Cin-
cinnati Redlegs, New York Yankees, Cleve-
land Indians, Philadelphia Phillies and Balti-
more Orioles, and said subsequently D-F-S
selected CBS-TV as network to carry these
games. Furthermore, Mr. McPhail asserted,
in agreement with D-F-S, CBS-TV is not
granted right to telecast games in any city
where minor league team is playing after-
noon game or over station within 50 miles
of any other minor league game.
FMDA Sets Detroit Meeting
Special membership meeting of Fm De-
velopment Assn. will be held Jan. 17-18
at Detroit-Leland Hotel, Detroit, Mich.
Meeting called by J. B. Kiefer, KMLA (FM)
Los Angeles following poll of members.
• BUSINESS BRIEFLY
Continues from page 9
KOVR-TV Sacramento, all Calif. Dan B.
Miner Co., L. A., is agency.
TIMEX TAKES TIME • United States Time
Corp. (Timex watches), N. Y., will sponsor
one-half of Steve Allen Show on NBC-TV
alternate Sundays, 8-9 p.m. Agency: Peck
Adv., N. Y. Co-sponsor is Greyhound Corp.,
while S. C. Johnson & Son sponsors full
show on other weeks.
Page 10 • December 30, 1957
Broadcasting
A VOTRE SANTE
We're starting the New Year with a special fifth
our FIFTH YEAR OF TELECASTING .... and with a salute
to our viewers and advertisers, who have helped immeasurably
in keeping us THE FIRST TV STATION IN SHREVEPORT.
Viewers PREFER our station! The proof lies in the
November ARB which gives us 7 of the TOP 10
shows .... 19 of the TOP 25!
Advertisers PREFER us, because of our PERFORMANCE story.
Let your Raymer man "set 'em up", while he tells you that
story .... he knows it well and likes to: tellitj
shreveport, la.
Represented by PAUL H. RAYMER CO., INC.
Broadcasting
December 30, 1957 • Page 11
NATIONAL REP.: WEED TELEVISION
Go peddle pencils,
Smidley.
Ya must be blind the way you
continually overlook Cascade It's as
plain as the nose on your face that
here's a basic buy in the West.
Look, Cascade is exclusive television
for a huge, four-state area with billions
of dollars in new industry, millions
of acres in new farms —
thousands of new families. The wide-
eyed boys are grabbing it, Smid,
and you just can't see it?
CASCADE
BROADCASTING COMPANY
PACIFIC NORTHWEST: MOORE & ASSOCIATES
The Sound of Quality
In a quality market of 14 counties where
598,800 people spent $1,016,738,000
— a per capita average of
1,885.00. ($204 above
the national average. )
Salesmanagement's
"Survey of Buying
,Cl Power — 1957"
For over 35 years the Quint-Cities' senior station
(Davenport and Bettendorf, Iowa — Rock Island, Moline and East Moline, Illinois)
Col. B. J. Palmer, President
Ernest C. Sanders, Manager
Mark Wodlinger, Sales Mgr.
woe
RADIO
Peters, Griffin, Woodward, Inc.
Tri-City Broadcasting Co., Davenport, Iowa Exclusive National Representatives
IN REVIEW
ASSIGNMENT: SOUTHEAST ASIA
Admittedly without "message" or political
purpose, this NBC-TV color film neverthe-
less left the viewer in a near state of frustra-
tion after its 90-minute travelog hop over
the western horizon. There one saw teem-
ing millions bubbling over one another in
their sheer attempt to exist in the popula-
tion pot of southeast Asia. To help them,
even if one knew how, would appear im-
possible, but awareness of the situation
must precede the desire, and the NBC-
TV effort did further this awareness. Per-
haps the most heartening information com-
municated by the panorama of the mixture
of cultures there is the awakening of the
people themselves and their growing self-
reliance.
James A. Michener, Pulitzer prize-winning
author who was the on-screen narrator,
should stick to writing. While genial, his
guidance and interrogation of selected of-
ficials of Indonesia, Malaya, Thailand, Viet-
nam, Cambodia and Burma was too "tour-
isty" and not sufficiently reportorial. NBC's
off-screen James Robinson, however, tied the
pieces together somewhat by his commen-
tary.
Production cost: $125,000
Broadcast Sunday, Dec. 22 on NBC-TV,
2:30-4 p.m. in color and black-and-white.
On-camera guide and narrator: James A.
Michener.
Producer-Director: Robert D. Graff; associ-
ate producers: Beatrice Cunningham, Mil-
ton Fruchtman, W. Suschitzky and Ken-
neth Reeves; scriptwriter: Sheldon Stark;
film editor: Sidney Mayers; unit man-
ager: John Herman; presented by NBC
special projects — Henry Salomon, direc-
tor.
BOOKS
BROADCASTING IN AUSTRALIA, by
Ian K. Mackay. Cambridge University
Press., 32 East 57th St., New York 22.
216 pp. $5.
The rigorous conditions laid down for
Australia's first commercial radio 33 years
ago would make today's huckster shudder.
Only three five-minute periods were per-
mitted on the A-class (commercial) outlets.
Each "advertising session" was preceded by
a formal announcement advising listeners
that the session would commence and ter-
minate at such-and-such a time. At the con-
clusion, a further announcement advised
that the regular program would be resumed.
As could be expected, writes Mr. Mac-
kay in his Broadcasting in Australia, the
system had the negative result of incurring
listener displeasure. The author also recounts
many similar experiences in Australia as that
country sought successfully to set up a sys-
tem of partnership in service by government
and private broadcasting interests. The book
analyzes radio under the BBC in Britain, the
American system and finally the reasons why
Australia had to choose its dual system.
The precise manner in which Mr. Mackay
discusses (with helpful tables) the healthy
growth of Australian broadcasting makes
this book excellent for both the student and
the general reader.
Page 12 • December 30, 1957
Broadcasting
IN INLAND CALIFORNIA (and western Nevada)
"BEELINE--°
This group of mountain-ringed radio
stations, purchased as a unit, delivers
more radio homes than any combina-
tion of competitive stations . . . at by
far the lowest cost per thousand.
(Neilsen & SR&D)
They cover an extraordinarily pro-
ductive market, which contains 4 of
the 5 top counties in farm income in
California, the nation's leading farm
state — and has an effective buying
income of almost $4.3 billion. (Sales
Management's 1957 Copyrighted
Survey)
Sacramento, California
Paul H. Raymer Co.,
National Representative
Broadcasting
December 30, 1957 • Page 13
♦ TO OUR MANY FRIENDS EVERYWHERE . . . .
Pausing briefly to look back
upon the year gone by, it is
only fitting that we take this
opportunity to extend to our
many agency friends, adver-
tisers, our representatives,
those in the media field, and
to our networks a special
word of "thanks" for the
wonderful support and con-
fidence shown us; and to
wish each and everyone our
sincerest best wishes for a
happy and prosperous 1958.
Page 14 • December 30, 1957
Broadcasting
SINCERE WISHES FOR A PROSPEROUS AND
from everyone at
WFAA RADIO
..d WFAA - TV
DALLAS
BROADCAST SERVICES OF THE DALLAS MORNING NEWS
Broadcasting
December 30, 1957 • Page 15
OPEN MIKE
A
WWL-TV
catches
TV Movie-ers
while
they're
AWAKE!
At 10:45 every Monday-thru-Friday
night and at 10:30 on Saturdays and
Sundays, THEATRE 4 comes on strong
with another outstanding feature film.
Channel 4's 10:30 (M-F) News-Sports-
Weather is the perfect attraction to
hold viewers on WWL-TV.
THEATRE 4 is the watchable night movie
in New Orleans. Your Katz Representa-
tive has the specifics for spot sales. Or
call Howard Summerville or Harry
Stone at Express 4444, New Orleans.
CHAN
NEW ORLEANS • CBS IN
THE CRESCENT CITY
Page 16 • December 30, 1957
'Life' Goes On
editor;
This letter will confirm our phone conver-
sation . . . concerning permission to repro-
duce the Broadcasting story about "Where
There's Life . . ." in the Dec. 16 issue.
The story has been very well received
within the agency and by the client. We all
appreciate your interest in covering the re-
cording session [making radio-tv musical
commercials for Budweiser beer].
J. Donald Ratchford
D'Arcy Advertising Co.
St. Louis
Wait Just One More Week
editor:
We have not seen Telestatus in your
magazine for quite some months and it
has been one of the most interesting items
in your publication. Please advise if you
have discontinued it.
W. T. Freeland
Freeland Products Co.
New Orleans, La.
[EDITOR'S NOTE: "Telestatus" — with its com-
plete listing of all the tv stations and pertinent
data to help buyers of time — is now published
in the first issue of each quarter. Next one:
Jan. 6 issue.]
The 1958 Yearbook
editor:
Inasmuch as we have recently entered
the fm broadcast equipment manufacturing
field we would like a listing in your 1958
Yearbook-Marketbook issue.
Robert T. Pritchard
General Electronic Labs Inc.
Cambridge, Mass.
editor:
As we have not received your question-
naire for the 1958 Yearbook, I thought
that we may have lost the one sent to us
for our station information. This station has
changed call letters and ownership in the
past year and some of our mail goes to
other places.
William O. Barry, Mgr.
WFMB Nashville, Tenn.
editor:
Please send me eight copies of forms for
radio stations to be filled out for the 1958
Broadcasting Yearbook.
H. Scott Killgore, Pres.
Tele-Broadcasters Inc.
New York
editor :
About this time I suppose you are think-
ing about next year's edition of the Broad-
casting Yearbook. I have been getting this
publication for five years, and use it almost
every day.
Paul Schuett
Tacoma, Wash.
[EDITOR'S NOTE: BROADCASTING'S editors
are indeed thinking about next year's YEAR-
BOOK. They are planning a new, vastly im-
proved, single publication combining the infor-
mation which was previously published twice
yearly in separate radio and tv Yearbooks. The
special combined publication will be issued in
the latter half of 1958.]
Broadcasting
This man can be as "remote" as he wants
All he has to do is push one plug into an Ampex Model 350, and he can operate the recorder— from any place.
He has Remote Control!
The Compact Unit he's holding controls every function, including Start, Stop, Record, Fast Forward and Rewind.
It even has a Red Light that indicates "Record," and a Green Light that indicates "Play."
You too can be as remote as you wish, limited only by the length of the connecting cable you install. And you
can now buy this Unit, and all other Ampex Professional Equipment, on a factory -direct basis. For factual
information about Ampex recorders, write directly to the address below.
YOU BENEFIT BY DEALING DIRECT
PERSONAL. CONTACT WITH AMPEX THROU6H FIELD SALES ENGINEERS CORPORATION
COMPLETE PRODUCT INFORMATION AND INSTALLATION SERVICE
Ampex
professional
products division
NEW YORK, CHICA60, ATLANTA, LOS ANGELES, DALLAS, WASHINGTON, D. C.
DETROIT, SAN FRANCISCO, TORONTO ♦ Representatives in over fifty countries 854 CHARTER STREET
REDWOOD CITY. CALIF.
T
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12
KNXT premieres "Fabulous Las
Vegas," the first in a series of variety
shows beamed direct from Las Vegas,
the firs! such programs presented on
a regular basis by a local station.
Pi
EPORT
KNXT broadcasts "Capitol Hill to
California," the opener of a series of
talks with California Senators and
Representatives, filmed in Washington,
D. C. by KNXT's Public Affairs Dept.
KNXT receives the Alfred I. duPont
Radio and Television Award for
the "high quality of programs serving
cultural and social interests," the
only television station so honored.
KNXT becomes the first West Coast
local station to schedule most of
its shows at the most convenient time
for its viewers, thanks to new Ampex
Video Tape Recording equipment.
KNXT accepts the Ohio State First
Award for the cultural series "Journey,'
plus three Associated Press Awards
including AP"s Sweepstakes Award for
"over-all excellence of news coverage."
KNXT produces the first in an 8-part
series "Focus on Sanity," called
"the finest job done in any medium"
by Dr. Walter Rapaport, California
State Director of Mental Hygiene.
J KNXT is honored with 5 "Golden
^ Mikes" by the Radio-Television News
^ Club of Southern California, including
the prize for "management support
^ of the most aggressive news policy."
[n KNXT readies its unique "Basics of
^ Television" course, to aid the industry
£^ and the community in the effective
* use of television, the first course
^ of its kind given by a local station.
ft , KNXT's "Fabulous 52," Saturday
night showcase for KNXT's library
of top feature films, is listed by
Telepulse as the highest rated local
program in the Los Angeles area.
By any standard -entertainment, public service
or simple audience arithmetic - KNXT continues
to set the pace as the number one station in the
nation's number two television market. i#mvt
CBS Owned. Channel 2 in Los Angeles - Represented by CBS Television Spot Sales Imllfl I
2&
KNXT introduces its first "Big Hit
Movies" Blockbuster Week, monthly
repeats of the top favorites from
the "Fabulous 52" package, shown
on seven consecutive evenings.
KNXT news reporter Clete Roberts
is elected "Man of the Year" by the
Counter Intelligence Corps Association,
his 10th award this year, including
an "Emmy" and two AP awards.
KNXT completes another year of
leadership. For the latest 12-month
period, KNXT averaged a 27.5% total
share of audience, almost 30%
higher than its nearest competitor.
Source: Nielsen
Moke WPTF
*AlM StLTMAN
Hitch your campaign to a
WPTF personality and watch
sales zoom. They are household
names in 84 counties . . . yes
84 . . . where WPTF reaches
over 50% of all radio homes.
In Kaleigh-Durham, Wilson,
Rocky Mount or Fayetteyille.
In Chapel Hill, Greenville,
Danville, Va., or Dillon, S. C.
. . . WPTF personalities are
a first class passage to happy
selling.
WPTF
50,000 WATTS 680 KC
NBC Affiliate for Raleigh-Durham
and Eastern North Carolina
R. H. Mason, General Manager
Gus Youngsteadr, Sales Manager
PETERS, GRIFFIN, WOODWARD, INC.
National Representatives
IN PUBLIC INTEREST
AVALON "RADIOTHON" • KBIG Santa
Catalina, Calif., has completed a month's
campaign to raise funds for a new hospi-
tal at Avalon. Disc jockey solicited main-
landers as well as islanders and rendered
a musical dedication for each contributor.
The station was responsible for $43,597,
or triple its original goal of 10% of the
needed $150,000.
CAKE SALE • WRFC Athens, Ga., urged
its listeners to submit cakes to be auctioned
off to other listeners, the proceeds to go
to the local community chest. Disc jockey
Larry Jackson, who was middleman in this
operation, merchandised the resulting 97
cakes at $1 to $10.
TOMORROW'S BROADCASTERS •
WAKE Atlanta has donated an hour a week
to a group of enterprising youngsters under
a 30-week schooling program designed to
interest them in the broadcast profession.
A company known as Premiere Audio En-
terprises was formed by the teenagers with
a strict adherence to legal and business pro-
cedures. Officers were elected and stock
issued at 50 cents per share. Time in their
weekly Teen News and Grooves show is
sold at 50% of the station's rate card and
revenues used to keep the company going.
WAKE department heads provide super-
vision in every aspect of the operation.
FAMILY ASSISTED • KQUA Moline, 111.,
was on the scene when the 10-member
Heaton family was burned out of its home.
A 3-minute taped interview with the father
was run twice on the air. There followed a
series of telephone calls from listeners offer-
ing household goods, clothing, a place to
stay, and cash to replace lost Christmas
presents.
OPEN FORUM • CKBB Barrie, Ont., of-
fered free time to all municipal office can-
didates in the December elections. The sta-
tion also gathered top city officials in the
town hall for a radio forum, with questions
telephoned in by listeners.
MILESTONES
► WSUN St. Petersburg, Fla., celebrated
30th anniversary.
► WDRC Hartford, Conn., presented
2,000th broadcast of Voice of Religion.
► KVOX Moorhead, Minn., and its man-
ager, Manny Marget, marked 20th anniver-
saries.
► WBBM Chicago passed 35-year mark.
► WTMJ-TV Milwaukee observed 10th
anniversary.
► Bridgeport Broadcasting Co. (WICC) ob-
served 10th anniversary, as did sportscaster
Manning Slater.
► Honig-Cooper Co., advertising, San
Francisco, celebrates 50th anniversary.
► Merle B. Peterson, owner-operator,
KCVL Colville, Wash., in radio 20 years.
► KTSA San Antonio passed the 35-year
mark.
Portland, Maine, Metropolitan
Area Telepulse (October 10-17)
confirms and improves figures
quoted in last month's WCSH-
TV ads . . .
WCSH-TV now 4 1/2 times ahead
of nearest competitor in quarter
hour viewing, capturing 81% of
all periods surveyed when the
three area stations were oper-
ating.
WCSH-TV took 371.5 to next
station's 82.5, or 10% better
than in Pulse 13-county area
study of last May. (Third sta-
tion did not place among quarter
hour "firsts")
WCSH-TV had 11 of top 15
once-a-week shows
WCSH-TV had 7 of top 10 multi-
weekly shows (NBC News first;
WCSH-TV's News on 6 second)
WCSH-TV had 9 of top 10 syndi-
cated film shows
Any Weed-Television man can
supply detailed breakdown of
this latest evidence of Channel 6
superiority in northern New
England's top market.
WCSH-TV
PORTLAND,
MAINE
Page 20 • December 30, 1957
Broadcasting
More than 12,000 letters poured in when Captain
Puget, popu|ar^KGMO-TV personality, offered to%,
deliver children's mail to Santa?, personally. The
Captain flew to'lNforth Po^te, Alaska, to postmark
Santa's answering cards to the children^
Thousands of letters make up only part of the
audience influence story at itOMO-TV, however.
■ y
Its influence is measured too in,the sales results _.(
KOMO-TV advertisers consistently achieve...
results which don't just happen, but are the end
product of a strong, loyal audience.
Southern California
Plays KBIG'S
"MYSTERY SOUND" Game
EVEN IN THE SPUTNIK
AGE the copybook
maxim holds ...to move
goods, you must first
move people.
KBIG'S "MYSTERY SOUND" contests
are moving Southern California radio
listeners by the thousands this winter.
27,359 SUBMITTED
ENTRIES in the first six
contests (October-De-
cember) based on hand-
cuffs clicking, a stick rubbed along a
fence, a rock crusher crushing, Angel's
Flight funicular railway funicularing,
and a camel saying what-
ever it is camels say.
"MYSTERY SOUND"
GIVES A light lift to all,
plus prizes to the first
fifteen correct answerers
(vacation trips, appliances, perfume,
dining and dancing at glamor spots).
LIKE ALL KBIG ADULT-
appeal programming of
memory music and
"just enough" news,
"Mystery Sound" is low-
pressure, easy-going, friendly— and fun.
BUT... like KBIG commercials, it
moves Southern California to action!
Your KBIG or Weed
contact would like to
show you a new geogra-
phical mail breakdown
based on contest mail.
JOHN POOLE BROADCASTING CO.
6S40 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-31205
Hat. Rep. WEED and Company
-
OUR RESPECTS
to Frank Elias Pellegrin
FRANK E. PELLEGRIN changes from "one of the world's most efficient" men
to the "cheerful, wonderful host" when he takes off his glasses. His associates
say you can judge how busy he is by whether his spectacles are in place.
He exudes the "spectacular," too, as for example when host in his own home which
contains an amazing number of built-in desks and bureaus. No amateur at the work-
shop bench, Mr. Pellegrin takes his carpentry as seriously as he does the broadcast
business. There are many stories about him and a well-read one by him. But an
unwritten tale is his career covering more than a quarter-century from his college
years to his present partnership and vice presidency at H-R Representatives Inc.
and H-R Television Inc.
Frank Elias Pellegrin was born July 15, 1908, in Merrill, Wis., the son of lumber
businessman George J. Pellegrin and Delia Greenwood Pellegrin. He grew up in
Merrill, was a reporter on the former Omaha Bee and entered Creighton U. at Omaha.
During college, Mr. Pellegrin announced sports on WOW and KOIL Omaha. After
he was graduated from Creighton in 1931 with a Bachelor of Science in Commerce
degree, Mr. Pellegrin stayed on campus for seven years, teaching news writing and
publicity in the journalism school. He founded the Creighton U. of the Air (broad-
casts on WOW), built remote studios and handled daily broadcasts that featured
faculty members.
He left academic surroundings to serve 1938-40 as local sales manager and later
general sales manager of Central States Broadcasting System (KFAB Omaha,
KOIL, KFOR Lincoln) and joined NAB in Washington to start a new Broadcast
Advertising Dept. that was designed to work out problems of mutual interest to
advertisers and their agencies and the broadcasters. This was the forerunner of Radio
Advertising Bureau (RAB) and Television Bureau of Advertising (TvB).
In 1942-45, he served with the U. S. Army, first in public relations at the War
Dept. under Ed Kirby, then in North Africa as a communications officer. In the
Italian campaign he pioneered with the wire recorder, covering, among other things,
the Battle of Cassino, the Anzio beachhead landings and the French landings on Elba.
When discharged, Mr. Pellegrin was a lieutenant colonel.
After the war and until 1947, Mr. Pellegrin continued as director of broadcast
advertising at NAB. In 1948, he built and managed KSTL in St. Louis. He left
there to become vice president in charge of national sales of Transit Radio Inc.
In 1950, Mr. Pellegrin's association with H-R Representatives began. He helped
in the founding of the firm as one of five partners (one, Carlin French, has since
retired). His partners today are Frank Headley, president and treasurer, who divides
his time between radio and tv; Paul Weeks, an H-R vice president with responsibility
over the firm's radio business, and Dwight Reed, who supervises the Chicago offices.
MOST of Mr. Pellegrin's time is devoted to H-R Television Inc. and the develop-
ment of H-R's spot tv business. A stickler for efficiency, Mr. Pellegrin a few
years ago conceived a "survey" of what would be the best location for a station
representative firm in Manhattan. That led to the move of H-R's offices from
42nd & Lexington to the current space at 47th & Madison.
In 1930, he married the former Eleanor O'Halloran in Omaha. They have three
children, John 13, Dan 10 and Ann Marie 6. His hobbies are golf, photography and
carpentry. And he likes to write — therein the story by Mr. Pellegrin. During a long
winter in Alsace during the war, he spent hours reading who-dunnits. His comrades-
in-arms listened to him pout about the calibre of writing — "Even I can write better
than this," he exclaimed. This brought forth a challenge, and no man to flinch before
a dare, Mr. Pellegrin did write a mystery. It was published in 1945 by Dodd Mead
and entitled Hangman's Hill (wartime locale and a murder of a war correspondent),
under the pen name of Franklin Pell. He also is author of Manual of Radio Adver-
tising and co-author of Radio for Retailers.
In business activity, Mr. Pellegrin also is a director and treasurer of Public Service
Finance Corp.; director-secretary-treasurer of WATO Inc. (owner-operator of WATO
Oak Ridge, which Mr. Pellegrin built) and stockholder in WLAF LaFollette, Tenn.
He was president and principal stockholder of KSTL for about 10 years, an interest
he sold last year.
He is treasurer of Radio & Television Executives Society, vice president of Broad-
cast Pioneers, member of the Station Representatives Assn. standards and practices
committee, Columbia U. Club and is active in the Pelham golf and country club,
men's club and Little League.
Of broadcasting, Mr. Pellegrin says, "It's one of the most dynamic things ever to
come along." That's reason enough, he notes, to make it his life's work.
Page 22 • December 30, 1957
Broadcasting
UNFINISHED BUSINESS
POLIO!
HELP COMMEMORATE THE 20TH ANNIVERSARY OF THE MARCH OF DIMES
BY GIVING YOUR TIME TO AID THE THOUSANDS OF VICTIMS FOR WHOM
THE SALK VACCINE CAME TOO LATE.
TELEVISION
16 mm FILMS
Jeff Chandler
Sam Cooke
Ronnie Deauville
Rusty Draper
Ella Fitzgerald
Starring
and others
Connie Haines
Lionel Hampton
King Sisters
Sal Mineo
Bobby Troup
PLUS
One-Minute Spots with Robert Armstrong, Ralph Bellamy, Jan
Clayton, Tom Ewell, Richard Eyer, Anne Francis, Martha Hyer,
Patric Knowles, Angela Lansbury, Ricardo Montalban, George
Montgomery, Lloyd Nolan, Dan O'Herlihy, Tommy Reftig, Phil
Rizzuto, Martha Scott, Frank Sinatra, Jan Sterling, Esther Wil-
liams, Peggy Wood.
And 20-Second Spots with Other stars.
RADIO
ALL STAR QUARTER HOUR TRANSCRIPTIONS
By
Nat King Cole
Gogi Grant
Freddy Martin
Johnny Mathis
PLUS
FIVE MINUTE PROGRAMS
Polly Bergen Richard Maltby
PLUS
20 One-Minute Spots
20 Thirty-Second Spots
with other stars
f*ut THE 1958 MARCH OF DIMES /W**? 2-31
THE NATIONAL FOUNDATION FOR INFANTILE PARALYSIS, Franklin D. Roosevelt, Founder
301 East 42nd Street, New York 17, N. Y. Howard J. London, Director, Radio-TV and Motion Pictures Telephone OXford 7-7700
Broadcasting
December 30, 1957 • Page 23
* ****
BEAUMONT
ORANGE
PORT ARTHUR
Smartest move in Texas is to use
the only facility covering- the
Beaumont -Port Arthur - Orange area
of over 1 , 000 , 000 prosperous people.
KFDM Beaumont Radio 8c TV
CBS
ABC
See PETERS-GRIFFIN-WOODWARD, inc.
Broadcasting Publications Inc.
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
1735 DeSales St., N. W. Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE
□ 52 weekly issues of BROADCASTING $7.00
□ 52 weekly issues and Yearbook Number 11.00
□ Enclosed □ Bill
title/ position*
company name
address
city
Please send to home address — —
Sol Taishoff
President
H. H. Tash
Secretary
Maury Long
Vice President
Edwin H. James
Vice President
B. T. Taishoff Irving C. Miller
Treasurer Comptroller
Page 24 • December 30, 1957
BROADCASTING*
TELECASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
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Copyright 1957 by Broadcasting Publications Inc.
Broadcasting
LEADERSHIP IS SOMETHING YOU WIN . . .
Audit F
The a»c
UREAU OF CIRCULATIONS <%,
fff J
Imtmd (grand ^WfirJ
And you win it by achievement.
Since 1931, BROADCASTING has
been demonstrating this as the un-
rivaled pace-setter in its field. Last
year, for example, BROADCAST-
ING became the first (and only)
TV-radio business publication to
join Audit Bureau of Circulations.
Twelve months later, BROAD-
CASTING won the ABC's 1957
Educational Grand Award for the
most outstanding advertisement by
any ABC member in any publishing
category "promoting the significance
of ABC audited circulation to ad-
vertisers, publisher and readers".
Additionally, the judges gave
BROADCASTING the top award -
for still another ABC-promoting ad-
vertisement from its 1957 campaign
— as recognition of the most distin-
guished entry in the Business Pub-
lications Division.
Both plaques have been added grate-
fully to the considerable collection
amassed through BROADCAST-
ING'S achievements over the years.
paid circulation must be won, too . . .
«t E O
U L &
* BROADCASTING'S total average PAID
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important agency-advertiser audience.
And BROADCASTING has won
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radio business journals combined.
That's why only BROADCASTING
has qualified for membership in the
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only BROADCASTING, in its field,
can give you an accurate, certified
count of how many (and what kind
of) PAID subscribers are reached by
your advertising message.*
It pays to use PAID circulation.
You're a winner every time when
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this famous seal of audited PAID
circulation . . .
BROADCASTING
THE BUSINESS WEEKLY OF TELEVISION AND RADIO
1735 DeSalei Street, N.W., Washington, D. C.
a member of the Audit Bureau of Circulation*
Broadcasting
December 30, 1957 • Page 25
KTHV
sells
nearly All
of Arkansas!
"KTHV largely
responsible for
300% sales
increase:
j
Says ROBERT S. HERZOG,
Advertising and Sales Promotion Manager,
Boyer International Laboratories, Inc.
Boyer International Laboratories recently bought a 13-week satura-
tion campaign on KTHV for their H-A Hair Arranger, a liquid
grooming aid. Although it is currently available only in the
western two thirds of the nation, H-A ranks fifth in national sales.
Boyer plans to tackle selected Eastern markets soon, using same
saturation technique. Here's what Mr. Herzog says about KTHV:
44 I think you will be interested to know that
with only half of our 13-week campaign
expired, we have already reached our
sales and distribution expectations.
Our sales for the first seven months of
this year have exceeded last year's first
seven months' sales by 300%. In fact, this
year's first seven months' sales out-do all
of our 1956 Little Rock sales by 125% . . .
and the past six weeks of advertising and
promotion are responsible for 58% of
this year's business.
Reports from our sales representative in
the Little Rock area read as follows:
"Good movement." "Excellent displays in
stores." "Sold for the
first time." "Doing quite well in
stores." "Reordered." And the proof
of these reports is, of course, shipments.
To a large extent, the credit must go
to the exceptional job you and KTHV
advertising, promotion, and merchandis-
ing did for us. The cooperation you gave
us was equally exceptional. } J
ROBERT S. HERZOG
KTHV . . . LITTLE ROCK a
316,000 WATTS .... CHANNEL
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
Page 26 • December 30, 1957
Broadcasting
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
Vol. 53, No. 27 DECEMBER 30, 1957
'57 AGENCY MOVES TOP $130 MILLION
• Heading list of advertiser switches: $23 million Buick account
• Spate of client shifts during year involve millions in all media
The multi-million dollar swing in the
advertising business which annually shifts
accounts from one agency to another
reached dizzying heights in 1957.
Skimming only the cream of the crop
of such shifts — and confining the list to
advertisers which buy the broadcast media
— a conservative estimate of the billing
shift during the year comes up to a stagger-
ing level of some $130 million, including
tv, radio and all other media.
Agencies, traditionally noted for sensitiv-
ity in their relationship with clients, were
rocked by a series of explosive changes.
Among the most spectacular:
• The still unsettled $23 million account
of General Motors' Buick Div. Its depart-
ure from Kudner Agency, New York,
marked a high point in the loss of a single
account by an agency. The severance also
served to point up again that long-term
association of client and agency is not
sacred. Kudner had served Buick for 22
years [Advertisers & Agencies, Dec. 23].
• A pull-out from Grey Adv. by White-
hall Pharmacal Co. — taking away a $300,-
000 billing for Kolynos toothpaste — after
a tv interview in which Grey's President
Arthur C. Fatt said he had used a competi-
tive toothpaste that morning [Lead Story,
Dec. 16].
• A sudden switch a couple of months
earlier by Revlon Inc., the cosmetics ad-
vertiser that has enjoyed much success in
tv. Revlon had been splitting its total $16
million budget among five agencies, BBDO
getting the lion's share of $8 million. In
September, Revlon announced termination
of BBDO's service and parceled the billing
among the four others.
• The third largest U. S. food chain —
Kroger Co. — last summer named two agen-
cies to handle an estimated $10 million ad-
vertising budget, of which approximately
20% is divided about equally between radio
and tv. The two were Campbell-Ewald, De-
troit, and Campbell-Mithun, Minneapolis.
(The bulk of Kroger advertising had been
with Ralph H. Jones Co., Cincinnati, but
Campbell-Mithun had handled the St. Louis
division since late 1956.)
Other top shifts also involved: Pabst
Brewing Co.'s $7-8 million, Prudential In-
surance Co. of America's $6 million, Gen-
eral Motors' institutional tv account (Wide
Wide World) of $6 million, Studebaker-
Packard's $5 million, Andrew Jergens Co.'s
$4 million, Helene Curtis Industries' $4.5
Broadcasting
million, Harold F. Ritchie Co.'s $5 mil-
lion, Toni Div. of Gillette's $4-6 million,
Tidewater Oil Co.'s $4-5 million, and a
number of others ranging in billing from
just under $1 million to $4 million.
In addition to the Buick account, there
are at least two other national accounts
currently footloose. They are Bon Ami Co.
(about $1.7 million, approximately 85%
of it in broadcast media), and Colgate-
Palmolive's Halo with a budget of about
$1.7 million. Combined with Buick's $23
million, the total billing currently not as-
signed to any agency runs to an estimated
$26-million-plus.
At the week's end, there was little new
to report from Flint, Mich., Buick's head-
quarters. A spokesman said Buick still is
in the process of interviewing agencies and
the company is "not near any decision."
The Buick billing represents about a third
of Kudner's overall business. A little less
than 10% of this in the past year went into
broadcasting, but at present the automaker
is spending close to 15% of the total billing
in radio-tv.
The Bon Ami account shift was an-
nounced only last week. The advertiser bills
about $1.7 million and in early 1958 is
appointing a new advertising agency to re-
place Erwin Wasey, Ruthrauff & Ryan,
New York.
Bon Ami had been with Ruthrauff &
Ryan since the summer of 1956 and re-
mained with the agency during the merger
with Erwin, Wasey, several months ago.
Prior to that Bon Ami had been with Nor-
man, Craig & Kummel and before that was
with the Biow Co., now defunct.
Bon Ami spends a considerable amount
of its budget in radio and television spots.
It was speculated that the unexpected
resignation of former Ruthrauff & Ryan
President F. Kenneth Beirn may have been
partly responsible for Bon Ami moving,
since Mr. Beirn had been associated with
the move of Bon Ami from Norman, Craig
& Kummel to R&R. Also possibly affecting
the decision was Bon Ami's recent desire
to make use of barter in tv. Mr. Beirn
was senior vice president at EWR&R after
the merger and since has left the agency.
At the close of business in 1957, Erwin
Wasey, Ruthrauff & Ryan was winding
up the year with sudden account losses and
a trouble spot. In addition to Bon Ami,
the agency that at the time of the merger
was handling a combined billing in excess
of $78 million, recently has lost Sun Oil
TEXT CONTINUES TO PAGE 30
December 30, 1957 • Page 27
BIGGEST ONE TO HIT THE ROAD
Buick's shift out of the Kudner Agency was the most spectacular loss of the
year, but traffic in general was heavy. The year saw long-time associations
ended, a trend of sorts to consolidation of company products at one, rather
than several, agencies, and the traffic flow in general toward the "big-name"
agencies.
For an overall picture of agency switches, see pages 28-29.
ADVERTISERS & AGENCIES continued
TRACK RECORD ON WHO WENT WHERE
ACCOUNT
ED/YAA
rKU/Vl
TO
AIR FRANCE
BUCHANAN
BBDO
AMERICAN HOME PRODUCTS (Whitehall Pharmacol
r, ■ . \
Kolynos
Dristan sinus-cold tablets, Neet hair remover,
test products
other
GREY
ERWIN WASEY, RUTHRAUFF & RYAN
Unnamed
BRYAN HOUSTON
CHARLES ANTELL
JOSEPH KATZ
PAUL VENZE ASSOC.
ARMOUR & CO. (canned meats div.)
TATHAM-LAIRD
N. W. AYER
AVIS RENT-A-CAR SYSTEM
N. W. AYER
MCCANN-ERICKSON
B. T. BABBITT
uOD-U, DOTSWICK ulv.
Cameo
Am-O, Lye brands
Glim
DANCER-FITZGERALD-SAMPLE
MAXON
COHEN & ALESHIRE
COHEN & ALESHIRE
DONAHUE & COE
DONAHUE & COE
DONAHUE & COE
DOYLE DANE BERNBACH
BAKERS FRANCHISE (Lite-Diet bread)
KASTOR, FARRELL, CHESLEY & CIFFORD
EMIL MOGUL
BARRICINI CANDIES
MILTON STERN
EMIL MOGUL
BAVARIAN BREWING
RICHARD F. PECK
CALKINS & HOLDEN
BAYUK CIGARS
AL PAUL LEFTON
FEIGENBAUM & WERMEN
BEATRICE FOODS (LaChoy div.)
FOOTE CONE & BELDING
MA VON
BEST FOODS (Nucoa)
DANCER-FITZGERALD-SAMPLE
GUILD BASCOM & BONFIGLI
BISSELL CARPET SWEEPER
N. W. AYER
LEO BURNETT
BLOCK DRUG (Rem & Rel)
JOSEPH KATZ
I AWRFNCF C fiTJMHrMNFU
BON AMI
ERWIN WASEY RUTHRAUFF & RYAN
J I n nntyi pd
BOND STORES
JOSEPH KATZ
KEYES MADDEN & JONES
BOYLE-MIDWAY (Aero-Shave, Black Flag,
Sani-Flush)
GEYER
J. WALTER THOMPSON
BREAST-O'-CHICKEN TUNA
FOOTE, CONE & BELDING
GUILD, BASCOM & BONFIGLI
C & C SUPER CORP.
HILTON & RIGGIO
EDWARD H. WEISS
CAPITAL AIRLINES
LEWIS EDWIN RYAN
KENYON & ECKHARDT
CARLING BREWING (Stag beer)
ERWIN WASEY, RUTHRAUFF & RYAN
EDWARD H. WEISS
CERIBELLI & CO.
MACMANUS, JOHN & ADAMS
ROY S. DURSTINE
CINZANO *
ROBERT ORR & ASSOC.
BURKE DOWLING ADAMS
BURKE DOWLING ADAMS
LENNEN & NEWELL
COLGATE-PALMOLIVE
Brisk
Vel and Halo
WILLIAM ESTY
CARL S. BROWN
CUNNINGHAM & WALSH
LENNEN & NEWELL
CBS RADIO
MARSCHALK & PRATT (div. of MCCANN-
ERICKSON
DOYLE DANE BERNBACH
CORNING GLASS WORKS (Pyrex Consumer
ucts Div.)
Prod-
MAXON
N. W. AYER
COTY
HEINEMAN, KLEINFELD, SHAW & JOSEPH
BBDO
HELENE CURTIS INDUSTRIES
Lentheric *
Spray Net, Shampoo Plus Egg
Stopette
GRANT
GORDON BEST
EARLE LUDGIN
EDWARD H. WEISS
FART F T TTT>fIIT\r
EARLE LUDGIN
GORDON BEST
EARLE LUDGIN
EDWARD H. WEISS
GORDON BEST
EDWARD H. WEISS
DOYLE PACKING OF N. J.
ROY S. DURSTINE
GEYER
miCCV MrtTT
UUrrT-mLH 1
YOUNG & RUBICAM
SULLIVAN, STAUFFER, COLWELL & BAYLES
ALLEN B. DuMONT LABS
CAMPBELL-EWALD
PAGE, NOEL, BROWN
EMERSON RADIO & PHONOGRAPH
GREY
MARTIN L. SMITH
ENCYCLOPAEDIA BRITANNICA
U. S. ADV.
DANCER-FITZGERALD-SAMPLE
FRENCH TOURIST OFFICE
BENTON & BOWLES
GREY
MAX FACTOR & CO. (Sof-Set, Dri-Mist)
ANDERSON-MCCONNELL
GUILD, BASCOM & BONFIGLI
G. H. P. CIGAR
NORMAN, CRAIG & KUMMEL
COMPTON
GENERAL MOTORS
Tv Institutional
Buick Div.
KUDNER
KUDNER
MACMANUS, JOHN & ADAMS
Unnamed
GENESEE BREWING
ROGERS & PORTER
MARSCHALK & PRATT (div. of MCCANN-
ERICKSON
GILLETTE (Toni Div.)
Prom
Hush deodorant
Bobbi pin curl
Unidentified product
NORTH
TATHAM-LAIRD
TATHAM-LAIRD
CLINTON E. FRANK
TATHAM-LAIRD
NORTH
CLINTON E. FRANK
TATHAM-LAIRD
GREYHOUND
BEAUMONT & HOHMAN
GREY
:x:::::v:v/:v::Xy::^
Page 28 • December 30, 1957
Broadcasting
The listing on these two pages shows major account shifts of 1957.
Asterisk (*) indicates an account which moved twice or more.
ACCOUNT
FROM
TO
GROVE LABS (Bromo-Quinine)
BENTON & BOWLES
GARDNER
GUNTHER BREWING
SULLIVAN, STAUFFER, COLWELL & BAYLES
LENNEN & NEWELL
HAWAIIAN PINEAPPLE (Dole)
N. W. AYER
FOOTE, CONE & BELDING
CHARLES E. HIRES
N. W. AYER
MAXON
THE LEWIS HOWE CO. (Turns and Nature's Remedy)
DANCER-FITZGERALD-SAMPLE
MCCANN-ERICKSON
INTERNATIONAL MINERALS & CHEMICAL (Accenf)
BBDO
NEEDHAM, LOUIS & BRORBY
ANDREW JERGENS
ROBERT W. ORR
CUNNINGHAM & WALSH
KIWI POLISH (American Div.)
STREET & FINNEY
COHEN & ALESHIRE
KROGER *
RALPH H. JONES
CAMPBELL-EWALD
CAMPBELL-EWALD
CAMPBELL-MITHUM
LAMBERT-HUDNUT (DuBarry)
SULLIVAN, STAUFFER, COLWELL & BAYLES
NORMAN, CRAIG & KUMMEL
LANOLIN PLUS
RUSSELL M. SEEDS
KASTOR, FARRELL, CHESLEY & CLIFFORD
JAMES LEES & SONS
d'arcy
N. W. AYER
LEVER BROS. (Breeze)
BBDO
SULLIVAN, STAUFFER, COLWELL & BAYLES
P. LORILLARD (Kent, Newport)
YOUNG & RUBICAM
LENNEN & NEWELL
GEORGE W. LUFT CO. (Tangee)
WARWICK & LEGLER
CALKINS & HOLDEN
MAGNAVOX
FOOTE, CONE & BELDING
MAXON
PAUL MASSON INC.
GEYER
WEINER & GOSSAGE
MONARCH WINE
EMIL MOGUL
LAWRENCE C. GUMBINNER
NORTHEAST AIRLINES
CHAMBERS & WISWELL
J. WALTER THOMPSON
NOXZEMA CHEMICAL (lather & brushless)
SULLIVAN, STAUFFER, COLWELL & BAYLES
MACMANUS, JOHN & ADAMS
PABST BREWING
East Side beer
LEO BURNETT
YOUNG & RUBICAM
Three primary brands
LEO BURNETT
NORMAN, CRAIG & KUMMEL
PARK & TILFORD (toiletries & cosmetics div.)
EMIL MOGUL
GRANT
PEARSON PHARMACAL (Eye-Gene)
AL PAUL LEFTON
DONAHUE & COE
PHILCO
HUTCHINS
MAXWELL ASSOC.
PIERCE'S PROPRIETARIES
KASTOR FARRELL CHESLEY & CLIFFORD
Civilly 1V1 U L
DDArTrD D f* A KADI E
PROCTER & GAMBLE
Dash
COMPTON
DANCER-FITZGERALD-SAMPLE
Pin-It
BENTON & BOWLES
GREY
American Family soap
H. W. KASTOR
TATHAM-LAIRD
PRUDENTIAL INSURANCE
^ALJvlrNo ai I1U LU L1IN
DAII WAV EVDDECC A/lCKirv
KAILWAI CArKtli AutNLT
(Air Express div.)
ROBERT W. ORR
BURKE DOWLING ADAMS
READER'S DIGEST
BBDO
J. WALTER THOMPSON
J. WALTER THOMPSON
SCHWAB & BEATTY
REGAL PALE BREWING
GUILD, BASCOM & BONFIGLI
HEINTZ
REVLON *
BBDO
WARWICK & LEGLER
WARWICK & LEGLER
C. J. LA ROCHE
C. J. LA ROCHE
DOWD, REDFIELD & JOHNSTONE
DOWD, REDFIELD & JOHNSTONE
EMIL MOGUL
HAROLD F. RITCHIE
BUCHANAN
BBDO
ROOTS MOTORS
ANDERSON & CAIRNS
ERWIN, WASEY
JACOB RUPPERT BREWERY
WARWICK & LEGLER
COMPTON
SALADA TEA
HERMON W. STEVENS
SULLIVAN, STAUFFER, COLWELL & BAYLES
SCHICK
WARWICK & LEGLER
BENTON & BOWLES
S. A. SCHONBRUNN & CO. (Savarin)
LAWRENCE C. GUMBINNER
FOOTE, CONE & BELDING
SCOVILL MFG.
(Hamilton Beach div.)
ERWIN, WASEY
CAMPBELL-MITHUN
SEABROOK FARMS
N. W. AYER
CORE, SERWER
SEALY
EDWARD H. WEISS
J. WALTER THOMPSON
SERVEL (refrigeration div.)
HICKS & GREIST
WALKER B. SHERIFF
W. A. SHEAFFER PEN (consumer adv.)
KEYES, MADDEN & JONES
BBDO
SHULTON (pharmaceutical div.)
BRUDNO & BAILEY
FOOTF CONF Jit RFiniNO
I \JVJ 1 L , k^Ul.C <X OCL.IA111U
STAHL-MYER
CHARLES W. HOYT
HICKS & GREIST
STUDEBAKER-PACKARD
BENTON & BOWLES
BURKE DOWLING ADAMS
SUN OIL CO. (motor products)
ERWIN WASEY, RUTHRAUFF & RYAN
WILLIAM ESTY
TIDEWATER OIL CO.
BUCHANAN
FOOTE, CONE & BELDING
U. S. SAVINGS BONDS
N. W. AYER
LEO BURNETT
WESTERN AIRLINES
BUCHANAN
BBDO
J. B. WILLIAMS CO. (now div. of Pharmaceuticals
Inc.)
Skol, Kreml, Williams shaving products
J. WALTER THOMPSON
PARKSON
Confi products
DOHERTY, CLIFFORD, STEERS & SHENFIELD
PARKSON
DURING 1957
Broadcasting
December 30, 1957 • Page 29
ADVERTISERS & AGENCIES continued
TEXT CONTINUES FROM PAGE 27
Co's motor products (estimated $3 million
budget) to William Esty Co., and American
Home Products' Whitehall Pharmacal Div.
(number of products in test stage, Dristan
sinus cold tablets and Neet hair remover
for an estimated $500,000 billing — Dristan
went to Bryan Houston).
EWR&R's trouble spot: KLM Royal Dutch
Airlines with a $1 million domestic billing.
The client had announced last August that
it would appoint Erwin, Wasey as its agency
effective Jan. 1, 1958. Last week, KLM
"postponed" the effective date of takeover
from Charles W. Hoyt Co. Said Dirk J.
Koelman, vice president and general man-
ager in the U. S., and Jere Patterson,
EWR&R's executive vice president: Hoyt
will continue to service KLM's advertising
in the U. S., with EWR&R "to proceed
with future planning for advertising in this
country."
Mr. Koelman asserted that KLM wants
to give EWR&R "a further opportunity to
complete the reorganization of their busi-
ness resulting from the recent merger be-
fore having them proceed actively with the
handling of our account as originally
planned.
"Since we have had a high regard for
the Hoyt agency and our plans to change
here in the U. S. were prompted by the de-
sire to coordinate our advertising on a
worldwide basis, we have naturally taken
the logical step under the circumstances of
asking them to continue with us at this
time." (EWR&R directs KLM advertising
in the Caribbean and Central and South
America and its London office handles KLM
in other world markets outside of Holland,
where it is serviced by Smit Advertising
Agency.)
Reasons for account switches — that is,
those made public — vary. Buick, for ex-
ample, stated only that it is in the best
interest of both client and agency to part
company. Unspoken were some irritations:
Buick had lost third place in auto sales in
1957 to Chrysler's Plymouth; friction had
developed in August when during a heavy-
weight championship bout telecast, a Buick
commercial was inserted at the instant the
bout was stopped and the decision of the
winner not yet announced.
With Revlon. the termination of BBDO's
services was characterized as a "mutual
agreement" but it has been pointed up that
the Revlon departure from Norman, Craig
& Kummel early in 1956 bristled with a
difference of opinion, the agency claim-
ing that some of the disagreement was over
commission on talent (this flatly denied
by Revlon, which said the fall-out centered
on a conflict of programs) . There was specu-
lation that a similar fall-out occurred be-
tween Revlon and BBDO.
In another instance in the summer of
1957, BBDO resigned the $1.8 million
Reader's Digest account after 28 years in
what appeared to be a force play by BBDO's
$17 million American Tobacco Co. client.
The Digest had carried a two-part series,
"The Facts Behind Filter-Tip Cigarettes,"
which singled out (among others) Ameri-
can's Hit Parade cigarettes as being in-
effectual in screening out tars and nicotines.
Charles H. Brower, then BBDO vice presi-
dent and general manager and now its
president, called the resignation "completely
voluntary" and a matter of "conflicting in-
terest and business ethics" rather than due
to "client pressure."
The Digest, an intermittent and never
heavy user of broadcast media, promptly
appointed J. Walter Thompson as its prin-
cipal agency with $1.3 million of the maga-
zine's billing. The rest, covering the Digest
Condensed Book Club went to Schwab &
Beatty, New York.
At times, the account moves indicated
some indecision on the part of the client.
For example, Jacob Ruppert Brewery, New
York ($1.5 million in tv), originally ap-
pointed Compton Adv. after it had left the
former Biow Co. in January 1956, but in-
stead moved its business to Warwick &
Legler. But his month, Ruppert announced
that next Feb. 1, the account will go to
Compton.
In one shift — the $4-5 million Tidewater
Oil Co. account from Buchanan & Co. to
Foote, Cone & Belding — the reasoning [ac-
cording to J. Ronald Getty, vice president
and marketing director of Tidewater], was
to be found in "part of the aggressive new
policies that are making Tidewater the most
widely discussed company in the industry."
In other words: company expansion.
A relationship of 12 years by Duffy-Mott
Co. ($1 million account) with Young &
Rubicam ended when the agency resigned
the account and D-M appointed Sullivan,
Stauffer, Colewell & Bayles. This shift was
occasioned by product conflict: Y&R had
acquired the Beechnut Div. of the newly
consolidated Lifesavers-Beechnut Co. from
Kenyon & Eckhardt. Both Duffy-Mott and
Beechnut manufacture baby food.
J. B. Williams Co. moved all of its $2
million billing from J. Walter Thompson Co.
and Doherty, Clifford, Steers & Shenfield to
the new Parkson Adv. agency (formed by
some of the principals of Edward Kletter
Assoc.). In back of this change: Pharmaceu-
ticals Inc., already serviced by Parkson,
purchased the Williams company.
P. Lorillard Co., New York, in August
consolidated its advertising ($19 million bill-
ing) at Lennen & Newell. New York, until
then handling only Old Gold cigarettes. The
company switched its Kent and Newport
cigarette brands from Young & Rubicam
in a change understood to have been
prompted by the cigarette maker's wishes
to establish a corporate image and have all
its products serviced under a single agency
roof.
Often, an account switch is triggered over
a personality conflict between executives
handling accounts for the client and agency
or agencies. The classic case, of course, is
that of an account executive leaving and
taking an account with him to the newly-
joined agency.
But more often, the changes are occasion-
ed by the dynamic U. S. economy, itself
changing and creating in its expansion new
marketing conditions and demands on
servicing. As expressed by Brown Bolte,
Benton & Bowles' executive vice president,
a few weeks ago: the unparalleled and un-
precedented growth of companies and coin-
cidentally of the agencies is basic to break-
ups in long-term agency-client relationships
[Advertisers & Agencies, Dec. 23].
Or, as in the Buick situation, sales may
be down. Again, in the case of the airline
shifts from the smaller and local to larger
and national agencies, companies find that
with expansion they outstrip the facilities and
service ability of their original local agency.
Cosmetics Marketing
Faces Changing Makeup
"Big-time" television, a necessity for sur-
vival among major cosmetic manufacturers,
is forcing them to change marketing strategy
and they will do so at an accelerated rate
during 1958, according to F-D-C Reports —
published weekly in Washington for drug,
cosmetic and allied industries.
As "one-by-one, the 'big names' have de-
cided to put their money on the tv line,"
manufacturers are developing mass-selling
techniques to meet a pre-sold demand in-
duced by tv, the trade paper says. This is
forcing them to re-evaluate payments for
display, promotional and other specialized
services in chains and department stores.
Chains have a display and traffic advantage
over department stores but "are faced with
developing a convincing story on why a
manufacturer has to buy display space for
tv-pre-sold merchandise," it goes on.
In the tv marketing evolution, the cos-
metic house is "rediscovering" the drug
store in its drive for widest possible distri-
bution, says F-D-C Reports. "Even the re-
tail druggist, who could never be taught to
sell cosmetics on their own, can be pushed
into displaying the fast-sellers," it explains.
"The continued pressure of competition
from those already committed to the hilt
in tv will force additional manufacturers"
into the medium, the newsletter forecasts.
Revlon "seized the reins in the tv-dominated
cosmetic revolution from Bishop," other
houses have had to follow in an effort to
maintain the pace — Curtis, Factor, Shulton
et al., F-D-C Reports states. It adds that
"Rubinstein and Coty have indicated they
are ready to break from the starting gate."
The report notes that while tv is a "must"
for the above-$20 million cosmetic houses,
those in the $10-20 million bracket are fac-
ing "the question of whether they can afford
to stay out, while the heavy spenders widen
the gap. To them, tv may represent shoot-
ing the works on one turn, with a 50-50
chance that when they play the black, the
red will turn up." For the under-$10 million
category, "big-time tv is obviously out," and
"even spot tv may represent a strain," the
report says.
Among cosmetic giants turning to tv sell-
ing, experience has shown that "promotion
of names or whole lines has not been suc-
cessful to date," F-D-C Reports says. "With
product obsolescence high in the cosmetic
field, a cosmetic manufacturer must have a
whole string of products to follow up on an
initial success."
Page 30 • December 30, 1957
Broadcasting
TV NETWORK BUYS AND BUYERS
Battle Creek, Mich., in October en-
tered its contestant for honors in the
top 10 list of network tv advertisers.
That month, Kellogg Co. of Battle
Creek spent a total of $1,113,053 in
network tv time charges (gross).
The total Kellogg investment, ac-
cording to compilations based on Pub-
lishers Information Bureau data,
places that company in the Big Ten
network tv advertiser category, un-
familiar territory in the past for the
cereals foods concern.
Kellogg's surge this season is backed
by sponsorships in a number of shows
(Art Linkletter's House Party, Wild
Bill Hickok, Name That Tune and The
Big Record on CBS-TV, a $7 million
transaction with ABC-TV for time and
programming that included five half-
hour children's daytime shows and an
alternate buy of Circus Boy).
October in general was a big billing
month by the tv-active top 10 in net-
work: Procter & Gamble was up to the
$3.8 million mark; Gillette $2.3 mil-
lion; Colgate-Palmolive $1.8 million
(slight increase from last year); Amer-
ican Home Products $1.6 million (at
least $200,000 above its October mark
a year ago); Chrysler $1.6 million (up
$300,000); Lever $1.5 million (half a
million above); General Foods $1.3
million (down about $200,000), and
R. J. Reynolds $1.3 million (rise of
some $400,000). P&G and Gillette
were at the same approximate level as
last year.
Detroit's entries were spotty. Chrys-
ler was up, General Motors with $1.2
million showed a gain of about $200,-
000 making a reappearance in the Big
TOP TEN ON TV NETWORKS
OCTOBER 1157
1.
PROCTER & GAMBLE $3,801,877
2.
GILLETTE
2,336,352
3.
COLGATE-PALMOLIVE
1,804,226
4.
AMERICAN HOME
PRODS.
1,676,307
5.
CHRYSLER
1,620,033
6.
LEVER BROS.
1,596,781
7.
GENERAL FOODS
1,363,385
8.
R. J. REYNOLDS
1,322,924
9.
GENERAL MOTORS
1,276,321
10.
KELLOGG
1,113,053
Ten after having been out of the list
for a few months. Ford, in the listing
for September ($1.2 million level),
did not make it in October.
Toiletries continued its marginal
lead over foods in the product groups
breakdown.
GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING OCTOBER '57
AND JANUARY-OCTOBER 19S7 AS COMPARED TO 1956
LEADING ADVERTISERS IN RESPECTIVE
GROUPS DURING OCTOBER 1157
Oct. '57
Jan. -Oct. '57
Oct. '56
Jan. -Oct. '56
AGRICULTURE & FARMING \
$
$
$ 494,292
APPAREL, FOOTWEAR & ACCESS.
340,365
2,874,304
429,610
2,915,324
CHEMSTRAND
$ 113,286
AUTOMOTIVE, AUTO EQUIP. & ACCESS.
4,904,104
41,859,547
4,247,907
47,023,583
CHRYSLER
1,620,033
BEER, WINE & LIQUOR
614,713
6,598,062
705,539
6,143,896
SCHLITZ
251,316
BLDG. MATERIAL, EQUIP. & FIXTURES
49,445
3,330,697
381,771
2,848,172
GENERAL MOTORS
44,552
CONFECTIONERY & SOFT DRINKS
937,740
5,491,957
598,644
7,152,917
AMERICAN CHICLE
318,646
CONSUMER SERVICES
522,287
3,866,860
241,356
2,074,891
AT&T
395,840
DRUGS & REMEDIES
4,509,199
37,176,669
3,920,479
31,677,015
AMERICAN HOME
1,466,428
ENTERTAINMENT & AMUSEMENTS
111,427
12,299
84,281
FOOD & FOOD PRODUCTS
8,393,444
80,130,342
7,872,991
72,686,813
GENERAL FOODS
1,363,385
FREIGHT, INDUST. & AGRIC. DEVEL.
10,304
GASOLINE, LUBRICANTS &
OTHER FUELS
357,018
2,098,698
357,382
3,395,416
STANDARD OIL, N. J.
173,460
HORTICULTURE
102,223
211,185
HOUSEHOLD EQUIPMENT & SUPPLIES
1,816,620
16,159,627
2,930,803
28,899,074
SINGER
393,160
HOUSEHOLD FURNISHINGS
361,318
2,483,353
346,884
2,648,589
ARMSTRONG CORK
327,293
INDUSTRIAL MATERIALS
1,329,516
10,560,233
1,090,113
8,676,402
RCA
305,405
INSURANCE
742,454
5,594,918
548,490
3,868,264
PRUDENTIAL
256,597
JEWELRY, OPTICAL GOODS & CAMERAS 859,040
5,449,910
642,602
4,892,739
EASTMAN KODAK
611,830
OFFICE EQUIPMENT, STATIONERY &
WRITING SUPPLIES
495,369
2,702,270
279,442
3,343,269
HALLMARK
164,183
POLITICAL
1,638,061
2,074,546
PUBLISHING & MEDIA
104,970
1,796,606
230,587
1,485,757
TIME INC.
104,970
RADIOS, TV SETS, PHONOGRAPHS &
MUSICAL INSTRUMENTS
600,731
2,984,226
640,372
9,954,865
SYLVANIA
217,299
SMOKING MATERIALS
4,966,847
39,481,411
3,357,926
33,546,413
R. J. REYNOLDS
1,322,924
SOAPS, CLEANSERS & POLISHES
5,850,034
56,970,227
5,420,863
50,184,913
PROCTER & GAMBLE
3,331,757
SPORTING GOODS & TOYS
166,242
694,977
185,126
626,627
AMER. MACHINE & FDRY.
117,484
TOILETRIES & TOILET GOODS
10,656,191
83,509,712
9,114,721
69,533,555
GILLETTE
2,336,352
TRAVEL & RESORTS
253,027
1,487,818
43,290
472,398
PAN AMERICAN
145,107
MISCELLANEOUS
370,732
4,867,827
310,757
2,415,402
RALSTON-PURINA
140,982
TOTALS
49,201,406
418,394,205
45,548,015
399,330,598
Source: Publishers Information Bureau
BROADCASTING
HBHHHHHaHHHHHHHMHMHB
December 30, 1957 • Page 31
ADVERTISERS S AGENCIES continued
RADIO-TV FACE CITY TAX THREATS
• Rumblings from St. Louis, Norfolk, Va., follow Baltimore move
# Media gird for battle as tax idea spreads out to more cities
The bells of the New Year promise to
ring in with the first advertising taxes ever
placed on radio and television as media
in at least three cities glumly face these
January prospects:
• The chances are believed to be prac-
tically nil that Baltimore's circuit court will
grant an injunction to stay the city's 6%
levy on media sales and gross before the
Jan. 1, 1958, effective date.
• St. Louis alderman Alfred L Harris
last Thursday denied he has any intention of
dropping his proposal for like taxes in that
city; he said he definitely would offer his
ordinance to the Jan. 3 meeting of the board
of aldermen.
» The newest convert to the ad tax move-
ment, Norfolk, Va., plans to launch a
methodical plan for such levies by first seek-
ing state legislature action to remove a
Virginia statute that forbids taxing of news
media. The legislature reconvenes in mid-
January.
In Baltimore, where Mayor Thomas
D'Alesandro spawned the advertising media
tax idea copied by other communities, it's
expected that tax money will go into an
escrow fund, pending disposition of the
suits in the city's circuit court. Ten broad-
casters are alongside six other advertising
companies and organizations, all in separate
suits [At Deadline, Dec. 23, 16, Nov. 25;
Adv. & Agencies, Dec. 23, 9, 2].
The suits point out that the taxes are
without precedent and beyond the city's
taxing powers, discriminate against advertis-
ing media, infringe on freedom of the press
and put local media in an unfair competi-
tive position with outsiders. Radio-tv suits
also note that their service is interstate in
nature with rates set accordingly and should
not be taxable by a city.
Observers expect that the Baltimore cir-
cuit court will set an early January date
for hearings on the suits.
In St. Louis, alderman Harris last week
scotched reports that he might abandon his
tax proposal by declaring "there wasn't a
chance in the world" that he would drop
the idea. He explained that his convales-
cence from a recent auto accident had pre-
vented him from completing necessary
paperwork before formally offering his pro-
posal. The board of aldermen is in a holi-
day recess and next meets Jan. 3, when Mr.
Harris promises to submit his plan. Like
Baltimore, the St. Louis levies would amount
to 6% of media gross.
Mr. Harris said the fact that similar tax-
ation is being court-tested in Baltimore is
no reason to delay his proposal. He feels
the tax is justified and that provisions of
Maryland law are not necessarily compara-
ble to Missouri law. A court test, possibly
faster in Missouri, would finally determine
the merits of such an ordinance, he said.
The alderman emphasized that necessity
dictates the need for such a measure: St.
Louis' budget has been swelling an addi-
tional $5-$6 million each year, and each
time in the past it has meant increases in
cigarette, property and like taxes.
The Norfolk city administration's plan
for ad taxes in that Tidewater city may be
the most lethal yet. Mayor W. Fred Duck-
worth has started on a precise plan that
first would remove some legal roadblocks
and better insure the survival of the ad tax
in a court test. First target: a Virginia state
statute that forbids taxing of news media
on the grounds it restricts freedom of the
press by subjecting the media to punitive
tax measures.
Mayor Duckworth conferred earlier this
month with eight members of the state
legislature from the Norfolk area and, it's
understood, the matter of rescinding the stat-
ute will be considered early on the agenda
when the legislature reconvenes next month.
Actually the Norfolk plan is for a mere
0.3% gross tax on media. But, observers
note, once the basic principle of such taxa-
tion is enacted, there would be no limitation
on how high a tax a community could im-
pose on advertising media. It's also felt that
state legislative action removing the statute
forbidding such taxes would be a signal for
any money-strapped city in Virginia to single
out advertising media for similar levies.
The big question mark for Norfolk is
the fact that it is adjacent to such independ-
ent cities as Portsmouth and Newport News,
which would inherit much of the Norfolk
advertising dollar diverted by a city tax.
It's felt that Norfolk wouldn't impose such
a tax unless the neighboring communities
enacted like ordinances. As of last Thurs-
day, there was no indication of Portsmouth-
Newport News feeling on the matter of
ad taxes.
Norfolk media are drawing up their battle
lines. A special committee under Daniel
Goldman, partner in Cavalier Advertising
Agency, has been appointed to organize re-
sistance to the tax measures. In addition,
the Advertising Federation of America,
which is actively participating in the Balti-
more and St. Louis crises, has taken part
in the newest tax fight. AFA is urging mem-
bers to file protests through the federation's
Virginia lieutenant governor, Ed Acree of
Cargill & Wilson agency, Richmond. Mr.
Acree is working with Mr. Goldman and
Shields Johnson, general manager of the
Roanoke (Va.) Newspapers. Overall strat-
egy is under AFA's third district governor,
J. Randolph Taylor of America's Textile
Reporter, Greenville, N. C.
AFA's James Proud is slated to appear
in early January before the Norfolk Ad-
vertising Club to discuss the local tax threat.
The club already has adopted a resolution in
opposition to Mayor Duckworth's proposal
and club President Howard Stanley, WAVY
Norfolk, has called for a "united" front
to defeat the measure.
As in St. Louis, the Norfolk tax germ is
said to stem from Baltimore Mayor D'Ales-
andro's success in railroading an ad tax
through a pro-administration city council.
Norfolk's city council already supports
Mayor Duckworth's plan.
The St. Louis situation is a little more
cheerful for opponents of the tax in that
Mayor Ray Tucker and the board of alder-
men have not voiced active support of the
proposed taxes and have indicated an open
mind to the pros and cons of the situation.
The State of Virginia seven years ago
enacted the statute that squelched the am-
CO LORC
The Next 10 Days
of Network Color Shows
(all times EST)
CBS-TV
Dec. 31, Jan. 7 (9:30-10 p.m.) Red Skel-
ton Show, S. C. Johnson & Son through
Foote, Cone & Belding and Pet Milk
through Gardner Adv.
NBC-TV
Dec. 30, 31, Jan. 2, 3 (1:30-2:15 p.m.)
Jan. 6-8 (1:30-2:30 p.m.) Howard Mil-
ler Show, participating sponsors.
Dec. 30, Jan. 2, 3, 6-8 (3-4 p.m.)
Matinee Theatre, participating sponsors.
Dec. 30, Jan. 6 (7:30-8 p.m.) The Price
Is Right, RCA Victor through Kenyon
& Eckhardt and Speidel through Norman,
Craig & Kummel.
Dec. 31 (8-9 p.m.) George Gobel-Eddie
Fisher Show, RCA-Whirlpool through
Kenyon & Eckhardt and Liggett & Myers
through McCann-Erickson.
Jan. 1 (11:45 a.m.-l:45 p.m.) 69th Tour-
nament of Roses Parade, Minute Maid
through Ted Bates and Florists Telegraph
Delivery Assn. through Grant Adv.
Jan. 1, 8 (9-10 p.m.) Kraft Television
Theatre, Kraft Foods Co. through J.
Walter Thompson Co.
Jan. 2 (7:30-8 p.m.) Tic Tac Dough,
RCA- Victor through Kenyon & Eckhardt
and Warner-Lambert through Lennen &
Newell.
Jan. 2 (10-10:30 p.m.) Lux Show starring
Rosemary Clooney, Lever Bros, through
J. Walter Thompson Co.
Jan. 4 (8-9 p.m.) Perry Como Show, par-
ticipating sponsors.
Jan. 4 (10:30-11 p.m.) Your Hit Parade,
American Tobacco Co. through BBDO
and Toni through North.
Jan. 5 (7-7:30 p.m.) : My Friend Flicka,
sustaining.
Jan. 5 (8-9 p.m.) Steve Allen Show, par-
ticipating sponsors.
Jan. 5 (9-10 p.m.) Chevy Show, Chevro-
let through Campbell-Ewald.
Jan. 7 (8-9 p.m.) Eddie Fisher-George
Gobel Show, RCA-Whirlpool through
Kenyon & Eckhardt and Liggett & Myers
through McCann-Erickson.
Page 32 • December 30, 1957
Broadcasting
MERCHANDISING
MUSCLE
makes us your strong right arm
in the rich Richmond area
IN-STORE FOOD DISPLAYS | COMMUNITY CLUB AWARDS
IN-STORE DRUG DISPLAYS Q MAILINGS TO RETAILERS
IN-STORE FOOD DEMONSTRATIONS, Q PERSONAL CALLS ON JOBBERS,
SAMPLING, COUPONING WHOLESALERS, RETAILERS
STORE WINDOW DISPLAYS Q REPORTS TO FOOD ADVERTISERS
BARGAIN BAR PROMOTIONS CTSI PROMOTIONAL SPOTS
NEWSPAPER ADS
WLEE • WXEX-TV
NBC Radio, Richmond NBC-TV serving Richmond, Petersburg & Central Va.
Tom Tinsley, Pres. Irvin G. Abeloff, Vice Pres. WXEX-TV Harvey L. Hudson, Gen. Mgr. WLEE
National Representatives: Select Station Representatives in New York, Philadelphia. Baltimore. Washington; Simmons Associates in Chicago and Boston;
Clarke Brown Co. in Dallas, Houston, Denver, Atlanta. Miami, New Orleans; McGavren-Quinn in Seattle, San Francisco. Los Angeles.
Broadcasting
December 30, 1957 • Page 33
VA
0
7
TEN'S ON TOP - Right! On top of 1,453,860 people,
representing 581,520 families.
TEN'S ON TOP — Right! On top of 32,428 retail stores,
employing 72,269 workers with a payroll of $165,482,000.
TEN'S ON TOP — Right! On top of more than 1800 manufacturing
plants turning out products from milady's chemise to monsieur's carport.
TEN'S ON TOP — Right! On top of more than 3 l/2 million
tourists who visit Southeast Florida and Miami every year
{more than 75 per cent of whom view TV during their stay)
PUBLIC SERVICE
TELEVISION
WPST TV
ABC NETWORK. REPRESENTED NATIONALLY BY EDWARD PETRY & CO., INC.
Page 34 • December 30, 1957
Broadcasting
ADVERTISERS & AGENCIES continued
bitions of some of its tax-hungry cities
[Broadcasting, March 20, 1950]. In the
forefront for this legislation was the Virginia
Assn. of Broadcasters.
The Baltimore-St. Louis-Norfolk quest
for ad taxes is the first ever sought against
radio and television. The State of New
Mexico in the fall of 1951 was successful
in imposing a 2% tax on broadcasting while
placing a tax on all businesses. KOB Albu-
querque unsuccessfully fought the measure
to the state supreme court, which held that
broadcasting is not exempt because of its
interstate nature.
New Pulse Technique to Rate
Weekly Time Period Over Month
The Pulse Inc., New York, last week re-
leased details of a new rating technique to
be incorporated in future monthly Telepulse
reports, whereby each time period is sur-
veyed four times during a monthly period
and a rating computed on the basis of an
average four consecutive weeks [Closed
Circuit, Dec. 16]. Telepulse reports have
been based heretofore on a survey of one
week in the month.
Dr. Sydney Roslow. president of The
Pulse, said the new procedure was utilized
in compiling the November Telepulse for
Boston. The four consecutive weeks (FCW)
technique, he added, will be utilized in all
Pulse markets "as soon as possible."
"Our new FCW technique," Dr. Roslow
declared, "gives each program in every
monthly Telepulse. It recognizes the trend
toward alternate week sponsorship of pro-
grams; it offsets the impact of special pro-
motion devices; it keeps the spectaculars in
perspective and. in effect, rates each time
period in the month rather than each
program."
He explained that the four weeks overlap
two months and consist of the last three
weeks of one month and the first week of
the next. The first FCW Boston report, he
said, covered the four weeks ending Nov. 7.
The new technique, he continued, grew out
of a query from Norman Knight, general
manager of WNAC-TV Boston, and was
developed and tested in cooperation with
the stations in that market.
Dow Corning Reportedly Plans
Venture Into Tv in Late 1958
Dow Corning Corp., Midland, Mich.,
affiilate of both Dow Chemical Corp. and
Corning Glass Works, reportedly will make
its first use of television late in 1958 after
having tested radio for several years. But
the reason is not that of being dissatisfied
with radio. Rather, it is a belated recogni-
tion of tv as the best "demonstration
medium."
The product to be advertised on tv is
Sylmer, a silicone finish for fabrics. In years
past, Dow Corning, through its New York
agency, Anderson & Cairns, purchased short
run ( three-week) radio spot announcements
in approximately 12 markets at an estimated
cost of $50,000. It probably will allocate
about the same to tv at first. Agency sources
indicated the advertiser "likes radio very
much" and feels it did "a very fine job for
us."
Broadcasting
3RD NIELSEN STUDY
DUE BY LATE SUMMER
• 1 26 sign for new service
• Survey comes in 3 reports
A. C. Nielsen Co. is preparing to push
the button for NCS No. 3, planning to have
updated coverage data on tv stations and
networks in the hands of subscribers by late
summer of 1958.
Announcement of the new study is being
made today ( Monday ) by John K. Chur-
chill, vice president of the marketing research
firm, on the basis of sufficient station, agen-
cy, advertiser and network contractual sup-
port.
The study, to be undertaken next spring
(probably covering an eight-week period in
March and April), will be similar in essence
to previous NCS surveys, giving complete
county-by-county data to meet separate
client needs, but encompassing some varia-
tions based on population factors. Nielsen
also has been quietly surveying community
tv antenna system operators in connection
with NCS No. 3.
Nielsen hopes that the Advertising Re-
search Foundation again will cooperate in
the survey, as it did in 1956, in providing
"basic ownership data for the entire indus-
try."
"Increasing requests for updated NCS
No. 2 measurements on the tv side made
it clear that NCS No. 3 should be launched
without delay." Mr. Churchill asserted.
"Our proposals were shown to the industry
a few weeks ago. Within less than a month,
more than enough dotted-line support was
received."
Contracts have been received from 90
stations, 35 advertisers and agencies and
one tv network (understood to be CBS-TV),
he reported.
Like the two previous NCS studies, the
third will take three basic forms — individ-
ual station reports, complete circulation re-
ports and complete station reports. Research
techniques will be "substantially the same"
except that the sample size will be increased
to permit "separate measurement of many
additional counties and reduction of the
number of sparsely populated counties re-
ported on the cluster basis."
In the past, some small counties were
lumped together for a population cluster of,
say, 10,000 and were not measured indi-
vidually. Minimum for a cluster now is
5,000 people, thus reducing the number of
counties in a group.
Breakdown of the three basic client
forms:
Individual station reports — county-by-
county detail, mapped and summarized for
each subscribing station; complete circu-
lation reports — individual station coverage
information is tabulated county by county
in each state for subscribing networks, agen-
cies and advertisers, and complete station
reports — in which complete county-by-coun-
ty data are tabulated on each station for
the same clients.
Mr. Churchill stressed that "all areas of
the country have been affected by tv growth
changes since 1956" and that "more than
two-thirds of the tv stations have been di-
rectly or competitively involved in changes
in coverage patterns, due to power, antenna,
programming and other shifts." NCS No.
3 is designated to measure the extent of
these changes, he added.
In its survey of community antenna sys-
tems. Nielsen hopes to ascertain ( 1 ) the
number of subscribers to such systems and
(2) stations whose programs are relayed by
community tv operators. Since it decided to
poll these entrepreneurs last Dec. 1 and ac-
tually undertook the study the past fortnight,
Nielsen reports respondents have exceeded
the quota originally anticipated. The study
is not a commercial one, it's emphasized,
and is merely for informational purposes.
(There currently are nearly 500 community
television systems in the U. S.. Canada and
Alaska.)
Eversharp Writing Switches
To B&B After Sale to Parker
With acquisition of the Eversharp Inc.
writing instrument division by Parker Pen
Co., the account has moved from Cunning-
ham & Walsh to Benton & Bowles, it has
been announced by George A. Eddy, Parker
executive named as marketing vice president
of the new Eversharp Div. C&W retains
Eversharp shaving equipment billings, which
represent the bulk of the account.
Eversharp Inc. spent an estimated $40,-
000 in spot tv in 1956 and an unknown sum
in that medium this year for its pens and
pencils, while Parker Pen allocated about
$60,000 for spot tv last year and about $1
million in 1957. Eversharp sponsored radio's
Take It or Leave It (the original $64 Ques-
tion) in the early 40s. Parker has been repre-
sented periodically on network tv specials
and other programs but is relatively dormant
in network television.
Transfer of the Eversharp division ac-
count was presaged by the move of David
G. Watrous, account supervisor at Tatham-
Laird Inc., Chicago agency which retains
the Parker account, to Benton & Bowles in
New York. Mr. Watrous has been named
vice president and account supervisor, serv-
ing as management contact on Eversharp.
C. George Heath, formerly sales vice presi-
dent for Eversharp in Canada, becomes ex-
ecutive vice president and managing director
of the new Parker subsidiary.
Addition of Eversharp ballpoint pens and
mechanical pencils to Parker pen, pencil and
ink products permits the latter to enter the
lower-priced market and to continue its
diversification policy, according to the sale
announcement. Parker sales were about $35
million in 1956. Eversharp's were not re-
vealed, but the joint announcement said
Eversharp felt its own declining sales could
be reversed with Parker's merchandising
program and the Eversharp brand name.
The cash sale was announced jointly Dec.
19 by Bruce M. Jeffris, Parker president,
and Thomas J. Welsh, executive vice presi-
dent of Eversharp (through H. E. Christian-
sen, vice president).
December 30. 1957 • Page 35
ADVERTISERS & AGENCIES continued
priations upon the goodwill of Congress,
have been under increasing fire by members
of Congress to 'do something about this
horrible advertising.' ... So strong is the
feeling of Congress that proposals have
arisen there providing for government re-
view of advertising before its publication,
and even for provisions for licensing of par-
ticular advertising claims. Such laws, while
undoubtedly unconstitutional, would just as
undoubtedly cause great difficulty for the
industry."
In discussing the 20-year record of TGA's
board of standards, Mr. Mayham noted that
"no piece of copy, either labeling or
advertising, which has been approved by
the TGA board of standards, has ever been
made the subject of a case by either the
Food & Drug Administration or the Fed-
eral Trade Commission."
Although Mr. Mayham said he could
not, under any circumstances, cite "violat-
ing" advertisers or their products by name,
he did say that the bulk of misleading or
exaggerated claims seem to "have a habit"
of appearing on the air and concern them-
selves in the main with hair preparations
and deodorants. Although radio-tv as media
do not contain "the bulk" of misleading
copy, "these ads certainly are more con-
spicuous on the air than they are on the
printed page," Mr. Mayham said.
He contended the FTC "has made a
guinea pig out of the cosmetics industry,"
but that in a way many of its past edicts,"
on advertising copy were justified. "Some
of the firms deserved it." But he did not
call for "factual advertising only." Mr. May-
ham feels that the cosmetics industry espe-
cially is one "where a certain amount of
puffing is needed."
TGA does not propose to act like a
censor for anyone. "We are merely in-
terested in standards of truth, in exaggerated
claims and in misrepresentation." (A sample
HOW PEOPLE SPEND THEIR TIME
There were 123,717,000 people in the U. S. over 12 years of age during the week
Dec. 15-21. This is how they spent their time:
71.4% (88,334,000) spent 2,076.1 million hours watching television
55.3% (68,416,000) spent 997.6 million hours listening to radio
80.9% (100,087,000) spent 389.5 million hours reading newspapers
29.6% (36,620,000) spent 176.4 million hours reading magazines
28.9% (35,754,000) spent 467.5 million hours watching movies on tv
19.2% (23,712,000) spent 90.5 million hours attending movies *
These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published
exclusively by Broadcasting each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated
audiences between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
SINDLINGER'S SET COUNT: As of Dec. 1, Sindlinger data shows: (1) 105,703,000
people over 12 years of age see tv (85.7% of the people in that age group);
(2) 40,908,000 U. S. households with tv; (3) 44,959,000 tv sets in use in U. S.
Toiletry Ads Check
Asked by TGA Head
The broadcasting industry, which may be
bearing the brunt of "misleading" toiletry
advertising now being looked into with
more intensity by both Food & Drug Ad-
ministration and
Federal Trade Com-
mission, has been
asked to check with
Toilet Goods Assn.
about possible "bor-
derline cases."
Though quick to
point out that "we
can't afford to be
copy censors for
radio-tv," S. L. May-
ham, executive vice
MR. MAYHAM ', . r —.^ A
president of TGA,
said the association would welcome a
greater interest by networks and stations
in its activities.
TGA, worried that exaggeration in copy
could eventually destroy the toiletries in-
dustry, claims as members some 500 man-
ufacturers of toilet goods out of an in-
dustry-wide total of 2,300. The 500 TGA
members account for more than 90% by
volume of toilet goods manufactured in the
U. S. Associate membership, for which
broadcasters could qualify, would cost $100
a year in dues.
Last month, TGA, which maintains an
inter-membership board of standards, in-
vited the industry as a whole to take ad-
vantage of this self-regulating group's serv-
ices and subject its advertising to a con-
fidential screening. Wrote Mr. Mayham to
the recipients of a TGA bulletin outlining
the association's position:
"These two agencies (FDA and FTC)
which depend for their support and appro-
of misrepresentation: the implied claim
that a perfume manufactured, say, in New
Jersey, is really a French import through
such visual connotative devices as "filmed
shots of the Eiffel tower and the Seine.") I
The basic trouble at this time is not that
the manufacturers are reluctant to submit j
copy to TGA — "the entire procedure of the
board of standards is completely secret and
is kept religiously so in the interest of fair-
ness to all" — but that their agencies are quite
emphatic about not trusting advance proofs
to anyone outside of the agency-client orbit,
Mr. Mayham indicated. "They should trust
us more ... as should the networks."
"It's not that we are maintaining a 'holier-
than-thou' attitude towards 'clean' copy.
We just want to keep our boys out of trou-
ble," the TGA official asserted. He admits
that some copy — such as deodorant and
toilet-paper — is "extremely hard to write
tastefully." Nevertheless, "if advertising gets
so bad that women lose faith in it, the media
people, especially broadcasters, will be in
a helluva fix."
This season, cosmetics manufacturers
alone are painting a $50 million smile on
television. [For details on how the toilet
goods industry spends its tv coin and where,
see Advertisers & Agencies, July 29.]
ARB Readies A-to-Z Report
On Tv Listening, Conversion
The fourth annual report on tv station
reception, tune-in and uhf conversion is
being prepared by American Research
Bureau. Known as the 1958 A-to-Z Metro-
politan Area Coverage Study, the project is
to be completed by mid-March, with ARB
surveying more than 200 markets, including
all California counties. Stations, agencies
and advertisers have been invited to help
select the markets.
ARB's 1958 report will update similar
surveys it has conducted for three years. It
will measure changes where new stations
have come on the air or where there have
been shifts in network affiliation, tower
location, operating power and other factors.
Advertising agencies will help finance the
study. Field work is to begin in late January
and early February. Results will show for j
each market: percentage of homes having
tv (including uhf and community antenna
saturation); stations received in the market, j
with percentage of homes able to receive
each station and frequency of viewing; sta-
tions viewed most (with first and second
preferences) for both daytime and evening. !
Tv Viewing Up in October — TvB
The average U. S. television home spent ,
5 hours 27 minutes watching television in
October, an 8% increase over the 5 hours
4 minutes for the same month of the previ-
ous year and the largest increase since Feb-
ruary 1955, Television Bureau of Adver-
tising has announced in an analysis of the
latest data from A. C. Nielsen Co. Febru-
ary 1955's 5 hours 53 minutes was a 10%
increase over February 1954's 5 hours 21
minutes. The highest month's average to date
is 6 hours 2 minutes registered February
1956, TvB said.
Page 36 • December 30, 1957
Broadcasting
'57 BROADCAST ADS AT $2 BILLION
Total broadcast advertising expenditures
came within a shade of the $2 billion mark
in 1957, reaching $1,934 million.
This $2 billion figure promises to be left
well behind a year from now unless 1958
suffers unexpectedly from rolling readjust-
ment cyclic trends or some of the other
economic factors foreseen in year-end fore-
casts.
The 1957 total advertising expenditure
(including time and programs) consisted of:
Television — $1,284 million, up 6.1%
Radio— $650 million, up 14%
These are estimates compiled at the year-
end by NARTB. The television total is an-
other all-time record. Radio rose 14% over
1956, also an all-time record, NARTB pre-
viously had estimated [Advertisers &
Agencies, Dec. 23].
The television increase of 6.1% in 1957,
according to NARTB's estimate, was based
on these trends:
Network— Up 4.5%
Spot— Up 10%
Local — Up 5%
The advertising expenditures formula
differs from net time sales, which are based
on deduction of frequency and promotional
discount but before sales and agency com-
missions.
NARTB's estimate of total tv advertising
expenditures in 1957 compares with an
estimate of $1,290 million forecast by Tele-
vision Bureau of Advertising for the 1957-58
Telecasting Yearbook-Marketbook.
The record $1,284 million television ad-
vertising expenditure marks the close of the
first full decade for the visual medium,
NARTB pointed out in a year-end roundup.
The association said this trend points to
greatly expanded growth and service in the
second television decade.
The number of homes viewing tv now
totals 38 million compared to 34 million
a year ago, according to NARTB. Average
viewing per set totaled 41 hours 34 minutes
in 1957 compared to 38 hours 52 minutes
the previous year. In the 10-year period,
the number of tv sets in use increased from
102,000 to 43 million. The number of li-
censed stations increased from 6 to 539.
President Harold E. Fellows said this
growth and the enlarged advertising expendi-
ture showed the tremendous acceptance of
free television in the United States. He
termed tv's advertising service to business
and industry "a vital part of our economy
of abundance."
Mr. Fellows said the impact of tv on
ideas and world development was shown in
dramatic terms during 1957. He said cover-
age of the Russian satellite launching, one
of the most significant events of the century,
was outstanding. He listed the Little Rock
controversy, Queen Elizabeth's visit and
the Senate labor racket hearings as demon-
strating tv's impact on the minds and imagi-
nation of the American people.
The year 1957 "was the most competitive
in tv history, "Mr. Fellows observed, with
the three national tv networks offering
memorable programming. "Only good can
result from such competition, for it brings
Broadcasting
a vitality and creativity to the industry from
which the tv viewer, the advertiser and
broadcaster himself must benefit," he said.
NARTB's summary listed such 1957 tech-
nical advances as magnetic tape for black-
and-white and color, forward scatter for in-
tercontinental tv and the smaller sets made
possible by short-neck picture tubes. Mag-
netic tape was described as providing
important relief for the problem of daylight
saving time and network programming
schedules.
ABN Counts $4 Million
Business in Four Weeks
In the four weeks since American Broad-
casting Network kicked off its "most in-
tensive selling drive" with a breakfast pres-
entation by ABN President Robert E.
Eastman, the network has racked up an
excess of $4 million in new and renewed
business, Mr. Eastman announced Friday.
He also disclosed that during the past week,
ABN garnered 13 new sponsors representing
aggregate billings of $1.5 million.
Noted Mr. Eastman: "The most recent
signing of Lever Bros. Co., American
Cyanamid, Philco Corp. and many other
key advertisers is a tremendous vote of
confidence in the new American concept of
'live' programming. Together with the pre-
viously announced Chevrolet, 20th Century-
Stahl-Meyer Inc., New York meat
packer, and its agency, Hicks & Greist,
New York, are reaching into radio's past
for their new $100,000-plus spot an-
nouncement campaign now being heard
in greater New York, using the "hard-
sell" tactics of Sen. Claghorn of Fred
Allen fame. Announcer Kenny Delmar
(Claghorn) is backed by music (chorus
and orchestra) described in the copy by
H&G as "in the style of the A&P
Gypsies,' " a musical series on NBC in
the 1920's.
A total of 717 announcements placed
within 30 programs on six New York
stations— WNEW, WMOM, WOR,
WMCA, WINS and WHLI (the last in
Hempstead, L. I.) make up the campaign.
A heavy saturation schedule plus the
bombastic oratory of Sen. Claghorn—
notes agency copy chief Art Mayer, "He
never makes a request, he commands!"
— gives the Stahl-Meyer campaign a
"double whammy." What is more, says
Mr. Mayer, "Claghorn's most common
technique is that of repetition." For ex-
ample, "Ferris Ham, Ah say, Ferris, that
is."
Stahl-Meyer General Sales Manager
Frank Guthrie feels Claghorn's "amusing,
highly merchandisable character" suits
Ferris to a "T." He notes that Ferris is
in search of a personality in the manner
of Bert and Harry Piel (Piel Bros. Beer),
Albert Dimes (Tetley Tea Co.'s "tea
Fox and other sponsorships, the trend in
the coming year will be to ABN."
The breakdown of new and renewed busi-
ness follows:
American Cyanamid Co. (Albert Frank-
Guenther Law) for Breakfast Club effective
Feb. 6; Hudson Vitamin Products Inc.
(Pace Adv.) for Herb "Oscar" Anderson
Show effective Jan. 9; Knox Gelatine Co.
(Charles W. Hoyt Co.) for Breakfast Club
and Jim Backus Show effective Jan. 27;
Lever Bros. Co. (Sullivan, Stauffer, Colwell
& Bayles) Breakfast Club, Anderson Show,
Jim Reeves Show, Backus Show, effective
Jan. 6; C. H. Musselman Co. (Arndt, Pres-
ton, Chapin, Lamb & Keene) for Break-
fast Club effective Feb. 18; Olson Rug Co.
(Presba, Fellers & Presba) for Breakfast
Club, effective Jan. 21; Chas. Pfizer Co.
(Leo Burnett Co.) for Breakfast Club ef-
fective Jan. 13; Philco Corp. (BBDO) for
Breakfast Club, also Jan. 13.
Renewed business came from:
Milner Products Co. (Gordon Best Co.)
which not only renewed but enlarged its
sponsorship of Breakfast Club to start Jan.
8; National Brands Div., Sterling Drug Inc.
(Carl S. Brown Co.) Sunshine Boys effec-
tive Jan. 1; Sandura Co. (Hicks & Greist)
for Breakfast Club effective Jan. 9.
Earlier, ABN reported new business from
Buitoni Foods Corp. (AF-GL), Chevrolet
Motor Div. of General Motors Corp.
(Campbell-Ewald), Kitchen Art Foods
(Wright, Campbell & Suitt), Magla Products
taster"), Commander Edward Whitehead
(Schweppes USA Ltd.) and Elsie (The
Borden Co.) — all radio spot users.
To carry the Claghorn image right
down to the root of the problem — namely
to instill in the sales force the Senator's
go-gettism — H&G invited Mr. Delmar
to address the salesmen, Southern-fried
style, of course, and as Claghorn, Mr.
Delmar stumped for himself as he passed
out autographed photos, cigars and windy
"campaign promises." These promises
apparently are being fulfilled with great
success. "Lots of votes for Ferris have
come into Stahl-Meyer election head-
quarters," says one company official.
H&G account executive Larry Alexander,
mindful of the "sometime, lethargic"
meat trade, believes the Claghorn idea
has "hit the trade like a stick of dyna-
mite."
S-M, relatively new at Hicks & Greist
— up to last summer it had been serviced
by Charles W. Hoyt Co. — now is con-
sidering a similar campaign in television.
December 30, 1957 • Page 37
CLAGHORN HAMS FOR FERRIS HAM
ADVERTISERS & AGENCIES continued
(Edward Lieb Adv.) and 20th Century-Fox
Film Corp. (Charles Schlaifer & Co.).
Previously-announced renewals were
placed by: AFL-CIO (Furman, Feiner &
Co.), Bristol-Myers Co. (Young & Rubi-
cam), Campana Sales Co. (Erwin Wasey,
Ruthrauff & Ryan), Food Specialties (Charles
F. Hutchison Inc.), Sleep-Eze Co. (Mottl
& Siteman Adv.) and R. J. Reynolds Tobacco
Co. (William Esty Co.).
Tv Rates for Child Programs
Too High, Says Ideal's Helitzer
A leading toy advertiser has injected a
sour note in the commercially-happy Christ-
mas toy-buying season by attacking current
tv rates for children's programming as "un-
realistic and too high."
Melvin Helitzer, advertising-public rela-
tions director of Ideal Toys Corp. — which
this year has spent
more than $500,000
in television —
claimed the unreal-
istic network station
rates "were forcing
manufacturers of
children's products
to seek family type
shows which had a
more definite pur-
chasing power." Mr.
Helitzer spoke be-
MR. HELITZER fore the Sales Pro-
motion Executives Club of New York Dec.
18. The toy industry as a whole spent over
$4 million in tv in 1956, he said.
"The reason advertisers have been shying
away from children's tv programs," Mr.
Helitzer asserted, "is because the networks
have not faced some simple economic facts.
Stations charge the same rates for a chil-
dren's program as they do for a daytime
program. In any rating system, the number
of viewers may be the same, but advertisers
get paid off on the basis of sales, not rating
points." He said it was "an obvious fact"
that children do not have the purchasing
power of adults, and a "re-eva!uation of tv
rates is absolutely necessary or there will be
more casualties such as Ding Dong School
and Winky Dink.
Mr. Helitzer subsequently explained that
"the trouble" is that all daytime shows in,
say C time category, are billed as C time
and "no thought is given to the possibility
that kids' programming in C-rate time may
not have a buying audience." He felt the
networks and stations "ought to allow" for
discounts as a measure of compensation.
Ideal, notes Mr. Helitzer, realigned its
program sponsorship this year "because of
this fact." Last summer, it announced it
would make a bid for a buying audience by
picking up part-sponsorship of a group of
old Shirley Temple theatrical films being
distributed by National Telefilm Assoc. [Ad-
vertisers & Agencies, Aug. 19].
The toy executive also stressed that "you
have to repeat and repeat your commercial
message before you can penetrate the mind
of a child," which means that in order to
reach the average child viewer, an advertiser
may have "to do twice as much advertising
as he would to reach an adult."
BUSINESS BRIEFLY
WHO'S BUYING WHAT, WHERE
.::::;ry •• • ,v . . •
MEATY MATTER • Wilson & Co. (meat
packer), Chicago, is scheduling multiple
film property program in about 30 mar-
kets, calling for approximately $1 million
outlay in tv film, compared to 1957 expendi-
ture of about $250,000. Firm, which has
sponsored Dr. Hudson's Secret Journal, will
retain that property in some markets, step up
tv activity with use of Badge 714, Harbor
Command, San Francisco Beat, Sheriff of
Cochise, Decoy, Highway Patrol and Stale
Trooper. Properties have been purchased
on continual basis since October and will
be limited to one per market, some on al-
ternating basis. Agency for products in-
volved (ham, bacon, sausage, canned meats)
is Needham, Louis & Brorby, Chicago.
GROUP ACTIVITY • Tell Time Watch
Corp. (group of 27 manufacturers which
licenses children's products), N. Y., has
scheduled quarter-hour puppet show Satur-
day mornings on CBS-TV o&o's. Show will
start Jan. 11 on WCBS-TV New York, a
week later on WBBM-TV Chicago, WHCT
(TV) Hartford, KNXT (TV) Los An-
geles, WXIX (TV) Milwaukee and KMOX-
TV St. Louis, to run for 39 weeks. Adven-
tures of Terry Tell Time will star Bunin
puppets and Carol Reed, CBS-TV "Weath-
er Girl." Among participating manufac-
turers: Transogram Toy Co., Sovereign Div.
of Benrus Watch Co.. Weldon Pajama Co.,
Burlington Mfg. Co. Agency for Tell Time
Corp.: The Goldenthal Agency, N. Y.
FIRM BUY • H. W. Gossard Co. (founda-
tion garments), Chicago, has bought six 15-
minute segments on alternate weeks of
NBC-TV's Tic Tac Dough starting Feb.
ONE WAY to decide which sponsor
gets the opening commercial in the
first production of Shirley Temple's
Storybook (Sun., Jan. 12, 8 p.m.
EST, NBC-TV) is to toss a coin. As
sponsors watch, Tom McDermott,
vice president in charge of radio-tv
plans at N. W. Ayer & Son Inc., exe-
cutes an impartial flip. Gamblers are
(1 to r) Glenn Gundell and James
F. Lunn, respectively vice president
and advertising manager of the Seal-
test Div. of National Dairy Products
Corp., and Edward J. Breck, presi-
dent-general manager of John H.
Breck Inc. Mr. Breck won the lead-
off spot on the premiere story,
"Beauty and the Beast." Ayer is agency
for both sponsors.
14. Agency: Edward H. Weiss & Co., Chi-
cago.
FACTOR FACTS • Max Factor and Co.
(cosmetics), Los Angeles, will sponsor
Jacques and Jill on ABC-TV (Mon. 8-8:30
p.m.) starting Jan. 20. Created, written and
produced by Alex Gottlieb, who also pro-
duced Gail Storm Show and Dear Phoebe,
new series is being produced at Hal Roach
Studios in Culver City with Hal Roach as
executive producer and William Seiter as
director. Anderson-McConnell, L. A., is
agency.
RE-ENLISTING • Carnation Co., Los An-
geles, has renewed sponsorship of Ziv-pro-
duced Men of Annapolis half hour tv film
series in 17 western markets for 52 weeks.
Business was placed through Erwin Wasey,
Ruthrauff & Ryan, Los Angeles.
RW&C, U. S. Adv. Corp. Merge;
Become Roche, Rickerd & Geary
A merger of United States Adv. Corp.
and Roche, Williams & Cleary, two Chi-
cago agencies with estimated consolidated
billings of $7 million, will become effective
Jan. 1, 1958, it was announced last week.
The new agency will be known as Roche.
Rickerd and Cleary.
John P. Roche, president of RW&C, be-
comes board chairman; C. E. Rickerd, presi-
dent of U. S. Adv. Corp., assumes the
presidency of the new agency. Other officers
are James M. Cleary, first vice president;
A. T. Bonk, executive vice president of
U. S. Adv., assistant to the president, and
R. A. L. Herweg, Gerald A. Waindel and
A. J. Engelhardt, also with U. S. Adv.,
vice presidents. The agency will headquarter
at 135 S. LaSalle St., the present location
of Roche, Williams & Cleary.
Among RW&C radio or tv accounts are
Chicago-Milwaukee-St. Paul & Pacific Rail-
road Co., Hardware Mutuals and John Puhl
Products Co. U. S. Adv. Corp. broadcast
clients include Stewart Private Blend Coffee
Co., Ideal Dog Food, Schulze & Burch
Biscuit Co. and Wilson Bakerite Co.
(shortening). Of the estimated consolidated
billings, Roche, Williams & Cleary accounted
for the bulk — about $5 million.
Three Buy on ABC-TV
Three new sales have been announced by
Thomas W. Moore, vice president in
charge of sales, ABC-TV, with the signing by
Lever Bros., New York, for the Wednesday
4:15-4:30 p.m. segment of American Band-
stand for 52 weeks starting Jan. 8 through
BBDO, New York. Lever will promote
Wisk. Other sales were to Joe Lowe Corp.,
New York, for the summer campaign for
Popsicles starting June 13 with the Friday
4:30-4:45 p.m. segment of Bandstand
through Paris & Peart Adv., New York, and
to Peter Paul Inc., Naugatuck, Conn., for a
1 3 -week campaign for Mounds, Almond Joy
and other candies starting Feb. 6 with the
Thursday 4:15-4:30 p.m. segment of Band-
stand. Agency is Dancer-Fitzgerald-Sample,
New York.
Page 38 • December 30, 1957
Broadcasting
r
KR ON is TV in $F
Scul T^ija^CcscaAt^ oajl so&J ctc /{ROM- TV
THE
Afternoon Movie
GOLDEN GATE
PLAYHOUSE
216Cume/42% Sharel SAN FRANCISCO CHRONICLE • NBC AFFILIATE • CHANNEL 4 ♦ PETERS, GRIFFIN, WOODWARD
Broadcasting
December 30, 1957
Page 39
He must know a good spot
So does the J. Walter Thompson Company, one of the nation's
leading advertising agencies. Experts at selecting the most
sales-productive television stations, the JWT timebuyers have
at their fingertips the latest market and audience research.
Facts carefully compiled by their own skilled researchers . . .
plus exhaustive data supplied by CBS Television Spot Sales.
So armed, J. Walter Thompson has bought spot schedules on
WBTV, Charlotte, for 11 of its clients during the past year . . .
including such major accounts as Shell Oil, Eastman Kodak,
Ford, Schlitz, Scott Paper, Seven-Up and Ward Baking Company.
Good spot to be in! For JWT. . . and for 388 different national
spot advertisers currently placing schedules on the 13 stations
and the regional network represented by. . .
CBS TELEVISION SP®T SALES
wcbs-tv New York, whct Hartford, wcau-tv Philadelphia, wtop-tv Washington,
WBTV Charlotte, WBTW Florence, WMBR-TV Jacksonville, wxix Milwaukee.
WBBM-TV Chicago, KGUL-TV Galveston, KSL-TV Salt Lake City, KOIN-tv Portland,
knxt Los Angeles, and the cbs television pacific network
NETWORKS
CHROMA KEY DOES DOUBLE TAKES
Does the script call for the hero and
heroine to stroll hand in hand through Cen-
tral Park, or ride a magic carpet over the
minarets of Baghdad, or appear beside a
package of the sponsor's product twice as
tall as they are?
For live tv, such effects used to require
rear-screen projection and/ or elaborate (and
expensive) carpentry and painting. The re-
sults were often far from satisfactory, even
then. But for the past several months, ef-
fects of this sort have been achieved on
NBC-TV colorcasts through the use of a
device called Chroma Key, developed by
Frank Gaskins, technical operations super-
visor of NBC-TV, Hollywood, and Milt Alt-
man, graphic arts supervisor there.
Outwardly, Chroma Key is a box about
six inches wide, six inches high and a little
over a foot long. Inside is the electronic
equipment whose precise nature Messrs.
Altman and Gaskins are reluctant to dis-
cuss. They have no such reluctance, how-
over, in describing how it functions.
Specifically, Chroma Key takes the
images picked up by two tv color cameras
and combines them into a single picture. In
the process, sizes can be so adjusted that a
man six feet tall can be shown against a
background provided by a picture postcard,
with both appearing in natural proportions
on the screen. Here's how it's done:
The postcard, or perhaps a three-dimen-
sional miniature, is a scene in Central Park.
This is picked up by Camera 1 . Our hero,
standing before a blue background, is
picked up by Camera 2. Both picture sig-
nals are put through Chroma Key, which is
activated by the blue signal to punch an
electronic hole in the background picture
and to insert the image of the man into that
hole. The process occurs faster than the
eye can catch it and can be repeated in-
definitely, permitting the person to move
freely before the background with none of
the lighting and perspective problems that
arise with rear-screen projection back-
grounds.
Chroma Key can be adjusted to respond
to any color, its creators say. Blue was
chosen because it is the opposite of the
flesh tone generally used as a control by
cameramen when working with color
images. Costumes and backgrounds may
be almost any color, but flesh tones have to
be right. (Actors have to be careful not
to wear blue clothes or accessories as they
become transparent to the camera-plus-
Chroma Key and the viewer could find him-
self looking through them into the back-
ground, which might be a good comedy bit
to the viewer but disturbing to everyone
else concerned. Closeups of blue eyes must
be avoided.)
It was the need for a device to make the
Cheshire Cat appear gradually from nose to
tail and disappear in the same inch-by-inch
manner in a telecast of Alice in Wonder-
land that led to the development of Chroma
Key. Mr. Altman, working on the Alice
program in New York a few years ago,
found the equipment he had to work with
inadequate for the task. He got Mr. Gas-
kins interested, and by pooling their artistic
and engineering talents they created Chroma
Key.
After a test run on a Matinee Theatre
colorcast, Chroma Key made its official
debut on the George Gobel Show Sept. 24
and since then it has been used two or three
times a week on NBC-TV colorcasts origi-
nating both in Hollywood and New York.
The device enables the cast of the Gobel
Show, for instance, to appear from behind
the peacock which is the RCA-NBC color
trademark. More ambitiously, Chroma Key
combined a miniature set of a park with a
stream running through it and an on-stage
bridge, boat and swing to provide an ef-
fectively romantic setting for a love song.
On another occasion, by means of Chroma
Key, an announcer in an NBC-TV studio
in Burbank, Calif., interviewed a man in
another studio in New York, while home
viewers saw both people against the same
street scene background (filmed). The de-
vice also has been used for commercials,
such as those for L & M cigarettes, where
an ordinary package shows up as twice the
size of the announcer extolling its contents.
To date, Chroma Key has been utilized
only on programs colorcast on NBC-TV.
It is understood that in the near future
the process will be made available to other
tv networks and stations on a licensing
arrangement.
Minor Leaguer Indicts CBS
CBS is trying "to steal our market," Presi-
dent Frank Shaughnessy of the International
League charged Wednesday in criticizing
the network for its plan to expand tv cover-
age with a Sunday baseball game of the
week. He said the International can't sell
radio or tv for its games because of the
major telecasts, contending the money for
telecasts of major games in minor cities
Page 42
December 30, 1957
THE Chroma Key process: Camera 1 shoots singer Peggy King, posed in front of a blue
background (top left); Camera 2 picks up a shot of a Paris background, in this case
a card 20" x 30" (top right). After the two shots have been run through the Chroma
Key unit, Miss King appears in a composite picture (below).
Broadcasting
KFWB
LOS ANGELES
announces the appointment of
JOHN BLAIR & COMPANY
as exclusive national representative
effective January 1, 1958
Broadcasting December 30, 1957 • Page 43
NETWORKS
CONTINUED
should go to the minor league clubs. He
said the structure of the minors would be in
jeopardy if Sunday major league games are
telecast.
$3 Million New Sales, Renewals
For Daytime Reported by NBC-TV
Four advertisers have invested $3 million
in gross billings to sponsor NBC-TV day-
time programs, it was announced last week
by William R. Goodheart Jr., vice president
in charge of television network sales.
Highlighting the new and renewal busi-
ness were 52-week purchases on four pro-
grams by the Corn Products Refining Co.
through C. L. Miller Co., New York. The
company has placed a new order for spon-
sorship of the first quarter-hour segment on
alternate Fridays of The Price Is Right
(Mon.-Fri., 11-11:30 a.m.). Its renewal
orders include 15 segments of It Could Be
You on alternate Wednesdays and Fridays,
a quarter-hour portion of NBC Matinee
Theatre on alternate Wednesdays and 15-
minute portions of "Queen For A Day" on
alternate Wednesdays and alternate Fridays.
The Friday orders are effective Jan. 10 and
Wednesday orders on Jan. 15.
Other advertisers placing new orders were
Van Camp Sea Food Co. (Chicken of the
Sea tuna), through Erwin, Wasey, Ruth-
rauff & Ryan, Los Angeles, for 15-minute
portions of It Could Be You and Queen For
a Day on alternate Wednesdays, starting
Jan. 8; H. W. Gossard Co. (foundation
garments) through Edward H. Weiss & Co.,
Chicago, for 15-minute segment of Tic Tac
Dough on alternate Fridays, starting Feb.
14, and the Mentholatum Co. for quarter-
hour portion of Treasure Hunt on Tues-
days, starting Jan. 20, through J. Walter
Thompson Co., Chicago.
NCAA Unit Would Keep Tv Rules
Recommendations for continued football
tv controls will be presented to the 52nd
annual convention of the National Collegiate
Athletic Assn. in Philadelphia Jan. 6-8, it
was announced last week. The proposals
will be included with a report by its current
television committee on the 1957 program,
which combined national and regional net-
work telecasts. The convention will be held
at the Bellevue Stratford Hotel, with affil-
iated NCAA organizations meeting Jan. 3-9.
Blackout Stays, Says NFL's Bell
Bert Bell, commissioner of the National
Football League, refused Thursday to with-
draw a 75-mile Detroit television blackout
of the championship game between the
Detroit Lions and Cleveland Browns Dec.
29. The game was a sellout. Gov. G. Men-
nen Williams of Michigan and Sen. Charles
E. Potter (R-Mich.) had protested the black-
out. Mr. Bell said the blackout policy would
not be relaxed, despite the sellout, because
of a league policy.
NETWORK SHORTS
WSKI Montpelier, Vt., announces its re-
affiliation with American Broadcasting Net-
work and WPAW Pawtucket, R. I., reports
it has become affiliated with ABN.
STATIONS
MBS APPLIES FOR FIRST STATION
• Asks for fm in San Francisco, makes known plans for others
• Aim: 'upgrading' of am broadcasts, revenues from multiplexing
ROBERTS
Mutual Broadcasting System last week,
for the first time under its new ownership,
took the initial step toward setting up an
owned-and-opera ted
station organization
— in fm.
The network filed
with FCC for an fm
permit in San Fran-
cisco and almost
simultaneously made
known its intent to
go the full limit on
fm station ownership
in a double-pronged
effort to (a) "up-
grade" the quality of
its am network signals and (b) bolster reve-
nues by establishing multiplex operations
wherever feasible.
MBS President Paul Roberts — head of a
group which purchased the network Aug.
7 for approximately $550,000 from RKO
Teleradio Pictures Inc. [Networks, Aug. 5,
July 29] — told newsmen Friday morning
that the San Francisco operations would be
"the first of the maximum number of fm
stations Mutual will own." Of the six yet
to be established, Mr. Roberts noted, some
will be purchased from present owners,
others will be set up as brand new stations.
Mutual did not detail when — or where —
it will set up the remaining six stations, nor
did it indicate that purchase plans for other
outlets had been fully drawn up.
Mr. Roberts, former station manager of
KRKD-FM Los Angeles and president of
Audio Sales Inc., not only sees a bright
future for fm but is convinced that fm trans-
mission can best serve the interests of
Mutual's current 17-hour-a-day program
schedule (to be upped to 19 hours daily,
effective this week) by improving transmis-
sion and consequently, the reception of many
stations now linked by Class C telephone
lines. What is more, the fm o&o operation
also would allow Mutual to look into multi-
plex programming and thus afford it margin-
al income from food store chains, banks,
theatres, restaurants and other users of
"background music."
MBS engineers explained last week that
many of the small market MBS stations
(of a total affiliate lineup of 460) depend on
Class C spur lines connecting them to the
MBS basics (which, in turn, are hooked up
by Class A lines). One MBS official, pointing
out that the maximum capacity of Class C
lines is 3,500 cycles (as against Class A's
5,000 cycles), described the reception of
these small market stations as "slightly
better than that provided by regular tele-
phone lines."
While MBS will rely on off-air fm pick-
ups to feed Mutual programming to Class
C-line affiliates within the range of its fm
stations, it will continue to use Class C
spurs to reach affiliates outside of fm range.
MBS Director of General Engineering
Abe Jacobowitz noted that his "range" en-
compassed a coverage area of about 60
miles. He did not say how many stations
MBS expected to service in the area of a
given fm o&o station. The fm stations, it
was noted, also may make it possible to af-
filiate some am outlets which have applied
but have been prevented by the lack of
even Class C lines. Officials said the fm
installations would "in all probability" cost
more than MBS would save through curtail-
ment of Class C-line charges.
Mutual spokesmen, pointing to the net-
work's emphasis on newscasts, also said
that "maintaining better technical trans-
mission facilities inevitably would lead to
more enthusiastic audience reception" of
the network's mainstay: news. Mr. Roberts
said this past summer that he regards MBS'
revitalized news setup as "radio's nearest
approach to the press association-type" of
programming.
But Mutual may have more in mind
than merely increasing its newscast listener-
ship. MBS engineers take stock of the sales
boom in fm receiving equipment — attributa-
ble to the "hi-fi" craze — and while deploring
the lack of "top-notch" fm transmission
equipment, see in the growing number of
"good music stations" a chance that Mr.
Roberts might also be considering — albeit
distantly — the possibility of starting Amer-
ica's first intercontinental good music radio
network. (Heretofore, such "good music
networks" generally have been run on a
regional basis.)
By announcing its intent to go into o&o
station operation, Mutual is departing from
an earlier policy as stated by Mr. Roberts
last summer: that by purchasing only the
network, not the RKO-owned outlets, the
new Mutual would be truly a program ser-
vice in that it would have nothing else to
fall back on should it fail to meet the needs
of its affiliated stations. Mutual executives,
however, believe that the network's decision
to go into station ownership does not refute
Mr. Roberts' thesis, for MBS does not in-
tend to — at least for the present — purchase
am stations. Its interest in fm is one of
"bettering interconnection and program
transmission," officials reiterated in the an-
nouncement last week.
NO. 1 FOR MBS
The new San Francisco fm station
which MBS has applied for will oper-
ate on 95.7 mc with 11.07 w and will
cost $16,861 to construct. Expected
revenue for the first year of operation
is $70,000. The station's studio will
be located at 1000 Van Ness Ave.
MBS will own the station directly [see
For The Record, p. 75].
Page 44 • December 30, 1957
Broadcasting
The 1958 IRE Convention and Show
will be the source of new ideas for
more than 50,000 radio engineers.
Be sure you are there.
MARCH 24-27
IRE NATIONAL CONVENTION
Waldorf-Astoria Hotel
and The Radio Engineering Show
Coliseum
New York City
REGISTRATION: IRE Members $1.00
iB Non-members $3.00
THE INSTITUTE OF RADIO ENGINEERS 1 East 79th Street, New York 21, N.Y.
December 30, 1957 • Page 45
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speech and is well suited for remote pickup.
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industry, highly directional, with high front
to back ratio. Unidirectional characteristic
simplifies microphone and camera place-
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Type 77-DX Polydirectional Microphone
— Excellent for both voice and music. The
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A
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Newly designed boom mount combines supe-
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In Canada: RCA VICTOR Company Limited, Montreal
STATIONS CONTINUED
STATIONS FAVORING
ASCAP PACT OFFER
• Negotiators draw support
• 250-Plus outlets in voting
With more than two-thirds of returns al-
ready in, television stations late last week
were voting almost unanimously to renew
ASCAP tv music performance licenses for
four years on the same terms as those that
expire tomorrow night (Tuesday).
The All-Industry TV Music License Com-
mittee, which had been negotiating with
ASCAP for several months, wired its 250-
odd subscriber stations last Monday that
ASCAP was willing to renew at the exist-
ing rates [Lead Story, Dec. 23]. The tele-
gram asked the stations to indicate accept-
ance or rejection "immediately" and pointed
out that the committee "unanimously rec-
ommends acceptance." It also cautioned
that a court fight probably would be neces-
sary if acceptances fell short of a substantial
majority. By midday Friday 183 responses
had been received. Of these, 180 favored
renewal, 1 opposed renewal and 2 were
inconclusive.
The returns encouraged officials to feel
that acceptances would meet ASCAP's "sub-
stantial majority" standards no matter how
the term might be defined. The tv negotiators
originally had understood ASCAP to mean
that at least 85% of the stations, along with
all three networks, would have to accept re-
newal or there would be no deal on the
present terms. Subsequently, ASCAP author-
ities indicated they meant the precentage of
acceptances would have to be satisfactory to
ASCAP but gave no hint of what this num-
ber might be.
The whole "substantial majority" condi-
tion was interpreted as a move by ASCAP
to avoid any possibility of being "trapped"
into a situation where a large number of
stations would accept renewal but perhaps
a small number of major stations would re-
fuse, making it necessary for ASCAP to
negotiate further with them or even go to
court to get the terms set. The court pro-
cedure is available under a 1950 amend-
ment to the consent decree ASCAP signed
in 1950.
The ASCAP board of directors convened
last Tuesday, the day after the committee's
telegram went out to stations, but at that
time the replies were too few to indicate a
trend. The board will meet again today and
may act on the renewal question at that
time.
Only the approximately 250 stations that
are underwriting the negotiating commit-
tee's work were polled by the committee.
Other tv stations may sign with ASCAP on
the same terms, as they did when the cur-
rent contracts were finally arrived at in
1954. Otherwise they are free to negotiate
with ASCAP or ask the courts to set rea-
sonable fees.
Technically, however, tv stations that
play ASCAP music after midnight tomor-
row night without an ASCAP license will
be infringing on ASCAP's rights. But they
could avoid this by formally demanding li-
cense from ASCAP. They then would have
60 days to negotiate new agreements. If
the 60 days produces no agreement they
could take the issue into court, which would
set what it considers reasonable terms after
hearing both sides.
Under the current blanket licenses with
ASCAP, each tv station pays 2.05% of time
sales involving ASCAP music, plus a sustain-
ing fee equal to the station's highest quarter-
hour card rate per month. Networks pay
2.5% of time sales plus a sustaining fee of
110% of the highest half -hour rate per
month.
The telegram sent by the negotiating com-
mittee last Monday was signed by Irving
R. Rosenhaus of WATV (TV) Newark,
N. J., committee chairman. It said:
"ASCAP willing renew contracts with
networks and local stations for four years
on existing terms. ASCAP will renew only
if networks and substantial majority of sta-
tions accept. Networks agreeable. Court
fight probably necessary unless substantial
majority of stations accept. Please wire
Judge Simon H. Rifkind [counsel to com-
mittee], 575 Madison Ave., New York City,
immediately whether you accept or reject.
Please help tabulation by wiring, 'station
.... agrees or disagrees'. Committee unan-
imously recommends acceptance."
The fact that the negotiating committee's
recommendation was unanimous repre-
sented a gain for those favoring renewal.
The last known vote, late the week before,
stood 12 to 2 with one other member's vote
not disclosed.
Members of the committee, in addition
to Chairman Rosenhaus, are Charles Britt,
WLOS-TV Asheville, N. C; Roger W. Clipp,
WFIL-TV Philadelphia; Sam Cook Digges,
WCBS-TV New York; Omar Elder, ABC-
TV; F. E. Fitzsimonds, North Dakota Broad-
casting Co.; Elisha Goldfarb, RKO Tele-
radio; Nathan Lord, WAVE-TV Louis-
ville; Dwight Martin, WAFB-TV Baton
Rouge, La.; John McCoy, Storer Broad-
casting; Clair McCollough, WGAL-TV Lan-
caster, Pa.; John T. Murphy, Crosley Broad-
casting; Hamilton Shea, WSVA-TV Harri-
sonburg, Va.; Edward G. Thomas, WKJG-
TV Fort Wayne, and Lloyd E. Yoder,
WRCV-TV Philadelphia.
PROGRESS IN PITTSBURGH
THE first step in building Pittsburgh's
ch. 4 studios (drawing above) is taken
by executives of Television City Inc.,
the merged applicant group which got a
cp for the city's third vhf last July.
Groundbreakers for WTAE (TV) are
(1 to r) Irwin Wolf Jr., vice president;
Earl Reed, president, and Leonard Kap-
ner, executive vice president, who also
is president of WCAE Pittsburgh.
The new studios, expected to be opera-
tional next September, are part of a
$2.4 million building program and are
situated on a 12-acre site at Penn-Lincoln
Parkway East and Ardmore Blvd. in
Wilkinsburg, Pa., near Pittsburgh. The
studio building is planned as one of the
country's largest, using 50,000 square
feet of floor space for three separate
studios.
Pittsburgh and Wilkinsburg officials
witnessed the ground-breaking Dec. 18.
Staffers on hand were James Green-
wood, director of engineering; Alan
Trench, sales manager; James Gormly,
treasurer and business manager; Lee
Eckels, secretary, and David Murray,
program manager. John Wilner, vice
president in charge of engineering for
Hearst Radio and Tv, will be active in
supervising construction of WTAE.
Page 48 • December 30, 1957
Broadcasting
KM LA (FM) Offers
New Co-op Ad Plan
A new method for selling time has been
devised by KMLA (FM) Los Angeles,
which is offering to divide all of its Monday-
Saturday air time among a maximum of
30 non-competitive advertising accounts,
each to receive one-30th of the station's 8
a.m. to midnight daily schedule. Sunday
programming, featuring stereophonic broad-
casts in conjunction with KCBH (FM)
Beverly Hills, is omitted from the sub-
scriber-sponsor plan as are the daily noon-
time stereophonic half-hour broadcasts, time
signals and a few other special programs.
The plan is being offered on the basis of
three 5-minute newscasts, sportscasts or mar-
ket reports, three 25-minute programs and
three 30-minute programs per week for each
subscriber-sponsor. Programs will be allo-
cated by KMLA on a predetermined rota-
tion schedule, so that each client each month
will get his message into all segments of the
broadcast day. Initially, KMLA is requiring
three-month non-cancelable contracts from
subscriber-sponsors, whose block time pur-
chases are charged at the rate of $300 a
month for local accounts, $450 for national
accounts, both commissionable.
Initial reaction to the plan has been "ex-
tremely gratifying," according to J. B.
Kiefer, KMLA president, who said he ex-
pects it to be completely sold out by Feb.
1, 1958. KMLA exercised great care in
picking and choosing the 30 categories to
be included in the plan, he said, ruling out
such classes of business as used car dealers
and discount houses and putting in categories
like swimming pools and carport-patios for
which he feels KMLA listeners provide an
especially good group of prospects.
One of the plan's first subscriber-sponsors.
Albertson Bros. Oldsmobile. Culver City,
started Dec. 1 and in less than three weeks
had made seven new car sales directly trace-
able to the KMLA broadcasts. Mr. Kiefer
said. Albertson's agency, Jon M. Ross Ad-
vertising, Los Angeles, has asked KMLA
for time in the plan for three other accounts.
The novelty of the subscriber-sponsor
plan. Mr. Kiefer said, made the three month
non-cancelable clause necessary at the be-
ginning. By the end of that time both KMLA
and the participating advertisers and agen-
cies should know how the plan is working
and what changes, if any, are called for.
An initial change will probably be an earlier
sign-on time than the present 8 a.m. to reach
the breakfast and pre-breakfast audience.
In each five-minute program the adver-
tiser gets a 10-second opening credit, a 60-
second body commercial and a 20-second
closing credit. The 25-minute programs per-
mit him a 10-second opening credit, two
60-second commercials and a 20-second
closer. The 30-minute programs give him
a 30-second opening credit, two 60-second
commercials and a 30-second closer.
Regarding commercial content, KMLA
points out that "if established limitations
[on commercial copy] are not maintained
in the case of every sponsor, then the
overall effectiveness and advantages of the
Broadcasting
Available!
good buyers
Every day adds to our file of qualified broadcasters
looking for opportunities to acquire a station. They
have means and a pretty clear idea of what they want.
Mr. S — , a veteran in the industry, can raise at least a
$100,000 as a down payment on a TV property in the
south.
Mr. H— has $35,000 cash. He's looking for a small
city radio station, grossing around $100,000. Solid
executive background.
Mr. J — can get $50,000 together. He wants to ex-
pand his mid-west AM interests.
Mr. M — is thinking in terms of $350,000 initial pay-
ment for a TV location in the east. He's a highly
successful owner now.
Negotiating is a two-way street. Our job is to get both
parties seated at a conference. We can fill those vacant
chairs across the table in a hurry, if you are consid-
ering a shift in your holdings.
ALLEN KANDER AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
NEW YORK
CHICAGO
DENVER
1625 Eye Street N.W.
60 East 42nd Street
35 East Wacker Drive
1700 Broadway
NAtional 8-1990
MUrray Hill 7-4242
RAndolph 6-6760
AComa 2-3623
December 30, 1957 • Page 49
STATIONS CONTINUED
CHANGING HANDS
TRACK RECORD ON STATION SALES, APPROVALS
unique subscriber-sponsor plan can be
quickly nullified. Particularly in fm broad-
casting, the traditional policy of commercial
conservatism serves as a great asset in
winning and holding above-average listener."
In addition to their air time on KMLA,
subscriber-sponsors will also receive publicity
in a schedule which KMLA is going to pub-
lish each month for distribution to listeners
requesting it. Participants in the plan also
will benefit equally from the station's other
local advertising and audience promotion,
the KMLA announcement states.
As to the plan itself, KMLA says that
the idea of group or cooperative plans is
not new in other fields, but that "for the
first time, KMLA is applying the group
principle to broadcasting." The savings in
operational overhead resulting from the plan
"are being passed on to our subscriber-
sponsors and in total go far beyond the
usual earned credits of frequency and dollar
volume discounts," with "savings of greater
than 50%" from the station's base one-time
rates for the same time periods.
KABC, KGO Hire New D. J.'s,
Expand to 24-Hour Operation
New program schedules, stepped up to
24 hours a day with a basic music-and-
news format keyed to the parent American
Broadcasting Network, are being put into
effect at KABC Los Angeles and KGO San
Francisco. The changes, effective today
(Monday) at KABC and Jan. 13 at KGO,
were announced by John H. Pace, who on
Dec. 1 took over as general manager of
KABC and managing director of KGO.
At both stations new disc jockeys, hand-
picked by Mr. Pace and each reported to
have had the highest-rated program in his
previous market, form the backbone of
the stations' operation, augmented by a vig-
orous news policy. KABC is adding a radio-
equipped helicopter to its news facilities,
while KGO is adding four mobile units.
Donn Reed will head "Operation Air-
watch" at KABC, reporting live from the
helicopter on traffic conditions at all Free-
way approaches at peak traffic hours. An-
other news innovation: a solid block of local
and network news from 5 to 7:05 p.m. daily.
KABC's new disc jockeys: John Trotter,
former program director of KAKC Tulsa;
Bob Cole, formerly with KELP El Paso;
Art Nelson, formerly with KLIF Dallas, and
Don McKinnon, formerly with KIOA Des
Moines. Jack F. Rourke, whose Party Line
has been on from midnight to 2 a.m., will
now be heard until 5:30 a.m.
Local news will be emphasized in the new
format of KGO, J. G. (Gil) Paltridge, sta-
tion manager, said Friday. Like KABC,
KGO will have 5-minute newscasts 24 times
a day, with as many cut-ins from the mo-
bile newsrooms as events make necessary.
News bulletins will be brief and frequent,
"a cliff-hanger device," he said. Bob Cooper
from KONO San Antonio has been ap-
pointed program manager and will handle
the 11 a.m.-l p.m. d. j. stint at KGO. Other
new KGO disc jockeys: Bill Anthony from
KNUZ Houston, Steve Cannon from WLOL
Minneapolis, Bud Webber from Omaha and
Jim Lang from KSTP St. Paul.
The following sales of
ANNOUNCED station interests were
announced last week. All are subject to FCC
approval.
KJR SEATTLE, KNEW SPOKANE, BOTH
WASH., AND KXL PORTLAND, ORE. •
Sold to Essex Productions Inc. (controlled
by Frank Sinatra, singer actor) by Lester M.
Smith and Lincoln Dellar for overall figure
of $2 million. This is Mr. Sinatra's first
venture into station ownership [Closed Cir-
cuit, Dec. 23]. Mr. Smith will remain as
general manager of the radio stations. It
is expected that an application will be filed
for Portland, Ore., ch. 2, and that Essex
will seek other radio and tv properties. The
three stations are now licensed to Mt.
Rainier Radio & Television Broadcasting
Corp. The licenses will be assigned to Essex,
it is understood. Mt. Rainier purchased KXL
in 1955 from E. B. Craney and associates
for $450,000 [Government, Nov. 9, 1955];
KNEW was bought last March for $422,648
from Scripps League Newspapers, Burl C.
Hagadone and Harry Kenke Jr. [Govern-
ment, March 11]. Hamilton, Stubblefield,
Twining & Assoc. handled the sale.
KJR was founded in 1923 and operates
on 950 kc with 5 kw. KNEW began in 1947
and operates on 790 kc with 5 kw. KXL
began in 1926 and broadcasts on 750 kc
with 10 kw.
WMAM AND WMBV-TV MARINETTE
(GREEN BAY), WIS. • Seventy-five per
cent interest in M&M Broadcasting Co. sold
to Superior (Wis.) Evening Telegram (Mor-
gan Murphy) by W. E. Walker, Joseph D.
Mackin and others for $211,000 plus the
assumption of liabilities totaling $360,000.
Associated with the Murphy interests, which
will acquire 55% interest, are Walter
Bridges, 10% and Normal Postles, 10%.
Murphy interests include WEAU-AM-
FM-TV Eau Claire, Wis., KGTV (TV) Des
Moines, Iowa; 50% of WISC-AM-FM-TV
Madison, Wis., and of KVOL-AM-FM
Lafayette, La., and controlling interests in
WEBC Duluth, WMFG Hibbing and WHLB
Virginia, all Minn. Murphy newspapers are
in addition to the Superior Telegram: Eau
Claire Leader and Telegram, Manitowoc
Herald-Times, Chippewa Falls Herald-
Telegram, Two Rivers Reporter, all Wis.,
and Virginia Mesabi News and weekly
Range Facts, Minn., and Lafayette Adver-
tiser.
Mr. Bridges controls WJMC-AM-FM
Rice Lake, Wis., and 10% of WEBC,
WMFG and WHLB.
Messrs. Walker and Mackin will retain
5% each in the Marinette stations. New
stockholders, Mr. and Mrs. John F. Stang
and Mr. and Mrs. Charles Goldberg, will
own 15% equally. This is in payment of
two stock options acquired when they loaned
M&M Bcstg. Co. $200,000 last summer.
WMAN operates on 570 kc with 250 w,
daytime and 100 w nighttime. WMBV-TV
began operating in 1954, on ch. 11. Both
stations are affiliated with NBC.
WLEX LEXINGTON, KY. • Sold to Roy
B. White Jr. by Central Kentucky Broad-
casting Co., J. D. Gay Jr., president, for
$255,000. Mr. White was an advertising and
radio consultant in Chicago. WLEX operates
on 1300 kc with 1 kw. The transaction was
handled by R. C. Crisler & Co.
KBIS BAKERSFIELD, CALIF. • Sold to
Eastern Electrosonic Industries Corp. by
Marmat Radio for $165,000. Eastern Elec-
trosonic, manufacturer of sonic devices, is
owned by Lexmont Corp. (90%), real estate
holding firm, and William E. Casey (10%),
an officer of both Electrosonic and Lexmont.
KBIS operates on 970 kc with 1 kw.
KJIM FORT WORTH, TEX. • Sold to
William D. Schueler, Paul E. Taft, James
A. Stewart (motion picture star), F. Kirk
Johnson and Milton Underwood by J. H.
Speck and associates for $139,500 [Closed
Circuit, Dec. 23]. Mr. Schueler owns KBRZ
Freeport. Tex. Mr. Taft is 10% owner of
KGUL-TV Galveston-Houston. Messrs.
Stewart and Johnson were associated with
Mr. Taft in the ownership of KGUL-TV
before its 90% sale of the J. H. Whitney &
Co. interests. Mr. Underwood was formerly
associated in the ownership of KTHT Hous-
ton. KJIM is a 250 w daytimer on 870 kc.
WPIK ALEXANDRIA, VA. • Carl L. Lind
berg, president and general manager, has
purchased 32% of the stock from C. C.
Carlin Jr., John Barton Phillips and Eliza-
beth H. Hoffman for $80,000, thus bringing
Mr. Lindberg's ownership up to 98.8%.
WPIK operates on 730 kc with 1 kw day.
WSB-AM-TV's Outler Retires
John M. Outler, general manager of WSB-
AM-TV Atlanta, plans to retire "from active
duties" and will be honored at a luncheon
scheduled for today (Monday). A 14-foot
boat will be given to him by his fellow
executives and senior employes. An 18-
horsepower motor for the boat was given
him by WSB employes at the stations' an-
nual Christmas party this month.
Mr. Outler began his career with the
Atlanta Journal in 1916 and joined WSB
as business manager in 1931. He became
general manager in 1944 and general man-
ager of radio-tv in 1948. He was one of the
organizers of the Sales Management Com-
mittee of NAB, and was chairman of the
executive committee for one year. He also
served as chairman of the NARTB Radio
Board in 1956-57.
Shafto's 25 Years' Service Cited
G. Richard Shafto, executive vice presi-
dent of the Broadcasting Co. of the South
(WIS-AM-FM-TV Columbia, S. C), was
honored Dec. 18 by that company's board
of directors for his quarter-century of serv-
ice. He was awarded a plaque which de-
scribed him as "qualified by sound technical
knowledge, vigorous administrative ability
and a sagacious sensibility to the great
promise of public service inherent in broad-
casting."
The plaque was presented to Mr. Shafto
at the station's annual Christmas party by
J. Dudley Saumenig, the company's director
Page 50 • December 30, 1957
Broadcasting
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December 30. 1957 • Page 51
STATIONS CONTINUED
DATELINES
Newsworthy News Coverage by Radio and Tv
of administrative services, who also was
honored for his 25 years of service.
Others who received service awards were
WIS-TV Traffic Manager Louise Newton,
for 15 years; WIS-AM-TV personality
Mackie Quave, for 10 years, and WIS-TV
Sales Secretary Barbara Murphy and Chief
Engineer Barnett Goldberg, both 5 years.
Morgan Returns to KLIF Dallas;
Drake to Texas Triangle Post
W. S. Morgan, general manager of KIXL
Dallas, retur..„ IILIF that city as vice
president-general manager and Dale Drake,
KLIF vice president-general manager, is
MR. MORGAN MR. DRAKE
promoted to vice president in charge of
national sales for all Texas Triangle stations
(KLIF, KFJZ Dallas-Fort Worth, KILT
Houston, KTSA San Antonio and KEEL
Shreveport, La.), which are licensed by the
McLendon Corp.
Mr. Morgan was general manager of
KLIF until May 1957 when he joined ABN
as vice president in charge of programming.
In July, because of "contractual difficulties
in New York," Mi. Morgan left ABN and
joined KIXL.
Mr. Drake, a 20-year veteran in the na-
tional spot sales field, will act as sales liaison
between all the stations and John Blair Co.,
representing Texas Triangle stations.
Other appointments announced in the
McLendon Corp. realignment were Buddy
McGregor, program director of KEEL, to
the newly-created post of director of pro-
duction; Phil Page, veteran KEEL disc
jockey, named program director for that
station, and Gene Edwards, WMEX Boston
program director, to KILT programming.
In addition, the McLendon Corp. an-
nounced that Edd Routt, 11 -year McLendon
salse veteran, has resigned to accept a posi-
tion as general manager of KNOE Shreve-
port, La., which is owned and operated by
Gordon McLendon's father-in-law, former
Gov. James A. Noe.
WCLW Signs on in Mansfield
WCLW Mansfield, Ohio, was scheduled
to begin operating today on 1570 kc with
250 w, daytime, according to Frederick
Eckardt, owner and general manager. Com-
mercial manager is Don Holzapfel, formerly
with WONW Defiance and WATG Ash-
land, both Ohio. Other staffers are Carl
Day, Don Parker and Bill Shimer. WCLW
is broadcasting primarily a music-news-
sports schedule, Mr. Eckardt reports.
Page 52 • December 30, 1957
MOUNT VERNON, ILL.— Although it was
knocked off the air by the Dec. 19 tornado,
WMIX Mount Vernon, 111., and its staff
continued to provide emergency service by
feeding reports to stations in five states and
cooperating with a mobile unit of WCNT
Centralia, 111., which rushed to the stricken
city. WMIX Manager Raymond J. Cheney,
News Director John Scott, with Farm Super-
visor Curt Bradley, Jim Washburne, Bob
Whittaker and Claude Schoch worked in
the studios and throughout the area, gather-
ing and providing information, manning
civil defense telephones and feeding reports
to 25 radio and 7 television stations, to MBS
and NBC, the AP and UP. WMIX facilities
served as radio-tv-press headquarters during
the disaster.
WCNT Centralia, 111., is credited by Mr.
Cheney with providing extraordinary emer-
gency service. He said, "WCNT provided
the only local Mount Vernon tornado in-
formation by sending its mobile unit into the
stricken city and by working in close co-
operation with the WMIX staff. WCNT
stayed on the air long after its normal hours
providing storm coverage."
Also in tornado territory, WINI Murphys-
boro and WHCO Sparta, both Illinois,
broadcast emergency bulletins and called
for ambulances and medical help. WSIL-TV
Harrisburg, HI., about 45 miles from the
main tornado belt, supplemented spot cover-
age with film, which also was flown to NBC
Chicago.
WOR-TV Reaches Agreement
To Carry 79 Phillies Games
WOR-TV New York reported last week it
has reached an agreement with the Phila-
delphia Phillies baseball team to telecast 79
home and away games of the club next
season.
A contract already has been drawn up
between the outlet and the Phillies, a station
spokesman said, but actual signing is being
held in abeyance until a schedule is drawn
up. He pointed out the schedule must be
arranged so it will not conflict with home
games of the New York Yankees, carried on
WPIX (TV) New York, but added that no
difficulty is anticipated.
The station, the spokesman said, is nego-
tiating with two sponsors and expects to
make an announcement after the schedule
is completed. Technical crews of WFIL-TV
Philadelphia will handle the pickup of the
games there and feed the telecasts to WOR-
TV. The station telecast the games of the
Brooklyn Dodgers from 1950 through 1957.
At the conclusion of the 1957 season, the
Dodgers announced the club's move to Los
Angeles for 1958.
Sonderling Names WDIA Execs
Plans for operation of WDIA Memphis,
station programmed exclusively for Negro
listeners, and certain executive appointments
were announced last week by Egmont Son-
derling, new president of WDIA Inc. Mr.
Sonderling and associates recently acquired
GREENLAND TO BERMUDA — Staffers of
WBAL-AM-TV Baltimore are following a
group of U. of Maryland singers as they
entertain U. S. Armed Forces installations
in the Azores, Bermuda, Iceland and Labra-
dor. Newsmen Al Danneger and Jim Byrd
left Dec. 19, marking the second foreign
assignment for WBAL in two weeks. Two
other staffers returned the next day from
Germany, where they reported on the trans-
fer of the 2d Armored Cavalry Regiment
from Fort Meade, Md.
PARIS — CBC sent its Paris correspondent,
Douglas LaChance, and its London cor-
respondent, Donald Gordon, to cover the
NATO conference at Paris, Dec. 16-18.
Daily radio reports were used from the two
staff correspondents and a half-hour radio
network program of main speeches was car-
ried Dec. 16. Film coverage also was seen
on This Week Dec. 22.
NEW YORK; ELKTON— Two of the biggest
stories early in December last were reported
directly from the scene on WBAL-AM-TV
Baltimore, WBAL reports. Newsmen Bill
Anderson and Jim Butcher went to New
York for sound and film reports on the city
transportation strike.
Later, when a fuel plant explosion rocked
Elkton, Md., WBAL covered the break by
telephoning William Burkley, state legislator,
who was on the spot. Meanwhile a reporter-
film team was dispatched for direct reports
throughout the night of Dec. 13.
the property from Bluff City Broadcasting
Co.
Mr. Sonderling reported WDIA's present
programming format and staff will be re-
tained. Bert Ferguson, formerly co-owner of
WDIA, has been appointed executive vice
president and general manager of the sta-
tion under a long-term contract. Harold
Walker, commercial manager, was promoted
to vice president in charge of sales.
WSUN-TV Offers Assistance
To WEDU-TV, Educational Outlet
In a move to help get educational WEDU-
TV Tampa, Fla., on the air, ch. 38 WSUN-
TV St. Petersburg, Fla., offered to provide
free air time from 9 a.m.-12 noon seven
days a week as part of a six-point proposal
of assistance. Also offered to the ch. 3 edu-
cational station by WSUN-TV:
(1) Complete facilities, technical and
studio personnel of WSUN-TV to maintain
the educational programming; (2) a work-
shop orientation course to provide studio
and on-air training for WEDU-TV person-
nel; (3) all WSUN-TV program and produc-
tion materials; (4) cooperation in promotion
and publicity of WEDU-TV programming,
and (5) availability of all WSUN-TV de-
partmental personnel to the educational tv
staff for consultation.
Fred P. Shawn, general manager of
WSUN-TV, which is owned by the City of
St. Petersburg, told the educators WSUN-
TV would absorb all operating costs in-
Broadcasting
volved in the educational programming.
West Coast Educational Tv Inc., permittee
of WEDU-TV, deferred action on the
WSUN-TV offer pending developments on
a move to secure a tower site.
WJTN Editorial Gets Action
An editorial on the problem of meeting
the deficit of the Jamestown (N. Y.) Gen-
eral Hospital, broadcast by WJTN that city,
led to a meeting of mayors of nearby com-
munities and action on the problem. Simon
Goldman, WJTN president, suggested the
plan of action, leaving it to the mayors and
other interests to work out the solution.
Communities may work out a formula by
which they contribute to the hospital on the
basis of patients served. Local newspapers
gave prominent display to the WJTN-in-
spired movement.
STATION SHORTS
Booth Radio & Tv Stations Inc. (WJLB
Detroit; WTOD Toledo, Ohio; WBBC Flint,
Mich.; WJVA South Bend, Ind.; WSGW
Saginaw, Mich.; WIBM Jackson, Mich., and
WIOU Kokomo, Ind.) announces change of
name to Booth Broadcasting Co.
WABC-TV New York reports record sales
for fourth quarter of 1957, with business
said to be 27% over that of comparable
period in 1956. WABC reports November
billings reached a record high for station,
exceeding 1956 figure by 18%.
KDAY Santa Monica, Calif., names George
Burtt Adv., Hollywood.
KVOO-AM-TV Tulsa, Okla., has dedicated
its new Broadcast Center.
WTVT (TV) Tampa-St. Petersburg, Fla.,
announces that its news bureau has gone
on around-the-clock status. Station also has
added two-and-one-half hours of early-
morning news programming, bringing total
of locally compiled news aired to six hours
each week.
KTVU (TV) Oakland, Calif., has appointed
Reinhardt Advertising Inc. that city to han-
dle its advertising and promotion.
WJW Cleveland, Ohio, has announced that
it has cancelled its affiliation with American
Broadcasting Network.
REPRESENTATIVE APPOINTMENTS
KOSI Denver and KOBY San Francisco
appoint Edward Petry & Co., effective Jan.
i,
KXOA Sacramento, Calif., appoints Mc-
Gavren-Quinn Co.
WJBF-TV Atlanta appoints George P. Hol-
lingbery Co.
WFEC Miami appoints Dore-Pancoast Inc.
as its New York, Chicago and west coast
representative.
WDCR Hanover, N. H., Dartmouth College
station set to begin commercial operation on
1340 kc with 250 w Feb. I, has appointed
Foster & Creed, Boston, as exclusive sales
representative.
you always hit the target
when your AIMS right!
AIMS (Association of Inde-
pendent Metropolitan Stations)
offers a made to order list of
stations ready to deliver maxi-
mum audience in 21 different
cities.
AIMS the most active group
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through periodic meetings and fact loaded monthly newsletters
from all members, can supply you with most of the answers to your
broadcast advertising problems. When you buy . . . BUY AIMS the
perfect station list for every campaign.
You can expect the leading independent
to be the best buy on the market . . .
CITY
STATION
REPRESENTATIVE
Baton Rouge, La.
WIBR
The Walker Co.
Buffalo, N. Y.
WBNY
Jack Masla and Co., Inc.
West Coast — Lee F. O'Connell Co.
Dallas, Tex.
KIXL
H-R Representatives, Inc.
Southwest — Clarke Brown Co.
Des Moines, Iowa
KSO
John E. Pearson Co.
Evanston, III.
WNMP
Evansville, Ind.
WIKY
John E. Pearson Co.
Houston 1, Tex.
KNUZ
Forjoe & Co., Inc.
Southern — Clarke & Brown Co.
Indianapolis 22, Ind.
WXLW
John E. Pearson Co.
Jackson, Miss.
WJXN
Grant Webb & Co.
Little Rock, Ark.
KVLC
Richard O'Connell Inc.
Midwest — Radio-TV Representatives, Inc.
Southern & Denver — Clarke Brown Co.
West Coast — Tracy Moore & Associates, Inc.
Louisville 2, Ky.
WKYW
Burn-Smith Co., Inc.
Regional — Kentucky Radio Sales
Omaha, Neb.
KOWH
Adam Young, Inc.
San Antonio, Tex.
KITE
Avery-Knodel, Inc.
Seattle, Wash.
KOL
The Boiling Co., Inc.
Spokane, Wash.
KLYK
Grant Webb & Co.
Stockton, Calif.
KSTN
George P. Hollingbery Co.
Syracuse, N. Y.
WOLF
The Walker Co.
Tulsa, Okla.
KFMJ
Jack Masla & Co., Inc.
West Springfield, Mass.
WTXL
The Walker Co.
Wichita, Kan.
KWBB
George P. Hollingbery Co.
Southern — Clarke Brown Co.
Worcester, Mass.
WNEB
The Boiling Co., Inc.
Broadcasting
December 30, 1957 • Page 53
GOVERNMENT
CONGRESS READY FOR RADIO-TV FORAY
Priority assured to: Pay tv, Moulder probe, Barrow report, BMI-ASCAP feud
Pay tv, the Moulder investigations, the
Barrow report and the BMI-ASCAP feud
top a heavy slate of broadcast matters facing
legislators when the second session of Con-
gress convenes at noon Jan. 7.
As in the three most recent sessions, tele-
vision again will be placed in the public fish-
bowl. Already announced, although dates
have not been set, are hearings on pay tv,
the Smathers bill to divorce broadcasters
from music publishing and recording, and
the FCC.
And, as in past years, network executives
and the Commission are sure to be making
frequent trips to Capitol Hill. This is evi-
denced by upcoming Moulder hearings and
congressional interest in the FCC's Network
Study Staff (Barrow) Report released early
in October [Lead Story, Oct. 7]. Two com-
mittees— the Senate Commerce and House
Antitrust — have called on the Commission
for a report on what is being done concern-
ing recommendations made by the Barrow
study within 90 days after its release. This
deadline comes up early next week.
While major reports were issued, many
pages of testimony were taken and networks
and the FCC made repeated trips to the
hill, the first session of the current Con-
gress did not pass a single measure in the
radio-tv field. And there are many con-
flicting views as to what concrete actions, if
any, Congress will take in 1958 on the many
broadcasting bills introduced during the first
session of Congress that remain germane
this time around.
With all congressmen and one-third of
the senators facing the 1958 congressional
elections, Sen. Thomas Hennings' (D-Mo.)
clean elections bill will be due for serious
consideration. This bill — which gives broad-
casters relief from libel, tightens require-
ments for equal time and increases the legal
amount of money candidates may spend in
elections — has been favorably reported to
the Senate by the Rules Committee [Gov-
ernment, July 8].
Since 1957 was an off-election year, no
major changes in committee assignments or
chairmanships are expected. By committees,
here is the industry outlook in Congress for
1958:
House Legislative Oversight Subcom-
mittee: Headed by Rep. Morgan Moulder
(D-Mo.), this group's investigation of the
FCC is likely to vie with pay tv hearings for
the top headlines of 1958. The subcommit-
tee, an arm of the House Interstate & For-
eign Commerce Committee, was formed last
spring to determine if the federal regulatory
agencies are administering the laws as Con-
gress intended. The committee's staff,
headed by Dr. Bernard Schwartz of New
York U., has been busy since early summer
preparing for the hearings.
The committee recently made news of a
sort when it asked FCC commissioners and
former commissioners for a rundown of all
gifts received, including the most inconse-
quential. Similar inquiries were sent to trade
associations and the networks seeking an
accounting of favors to the Commission and
its staff, including tabs for business trips.
The committee already has held one hear-
ing— on the rights of Congress to demand
access to agency files [Government, Oct.
21]. No decision has been made as to which
of the six agencies — FCC, FTC, Federal
Power Commission, Interstate Commerce
Commission, Securities & Exchange Com-
mission and Civil Aeronautics Board — will
be called to accounting first in open hear-
ings.
Rep. Moulder plans an executive meeting
of his committee Jan. 8 at which a decision
on the course to be followed should be
made. He indicated 10 days ago that the
first hearing might be one covering gifts as
well as "pressures"' brought to bear against
commissioners of all six agencies [Govern-
ment, Dec. 23].
One thing is certain: the industry and the
FCC are preparing themselves for Mr.
Moulder's probe and are expecting the worst
amid cries that the committee actually is
conducting a "political witchhunt."
House Interstate & Foreign Commerce
Committee: Soon after the FCC announced
it would accept applications for pay tv
[Lead Story, Sept. 23], Chairman Oren
RADIO, television and the FCC will play a
big role in the work of several congressional
committees during 1958, as typified by the
behind-the-scenes activity above. At work on
the Hill are Moulder committee investigators
Stephen Angland (I) and Joseph (Pat)
O'Hara, both of whom have been busy the
past few months poring through FCC files
in preparation for hearings on the agency.
Harris (D-Ark.) announced that the Com-
merce Committee would hold hearings on
the question shortly after the first of the
year [At Deadline, Sept. 23]. Rep. Harris
has been out of the country a good deal of
the time since then and a starting date has
not been announced.
Both sides of the toll tv question are gird-
ing themselves for an all-out battle once the
hearings start. Congressional mail, predomi-
nantly against pay tv, has been very heavy
the past few months. Several public senti-
ment polls also have been taken, with the
results showing that the people do not want
to be charged to see television in their
homes.
However, proponents of subscription tv,
such as Zenith and Skiatron, claim that this
is not a true indication of public sentiment
because all poll questions have been loaded
against pay tv. Leading the fight against pay
tv are the networks, NARTB and many in-
dividual congressmen, including Rep. Har-
ris.
Pending before the committee is a bill
(HR 586) by Rep. Emanuel Celler (D-
N. Y.) which would prohibit pay tv. Others
have announced plans to introduce similar
bills when Congress reconvenes.
In announcing that it would accept pay
tv applications, the FCC gave Congress
time to act when March 1 was set as the
earliest date for considering the applications.
Rep. William Bray (R-Ind.) will be press-
ing the committee for early action on his
bill (HJ Res 381) calling for a three-man
commission to investigate the utilization of
frequencies allocated to the federal govern-
ment. Rep. Bray has written other members
of Congress seeking support for his bill and
an identical one on the Senate side intro-
duced by Sen. Charles Potter (R-Mich.).
The House Commerce Committee can be
expected to hold hearings during this elec-
tion year on bills (HR 4627 & 4835) —
submitted to every Congress through pres-
sure from dry forces — to prohibit the ad-
vertising of alcoholic beverages in interstate
commerce. Such bills have never been re-
ported out of committee for floor action.
Other major broadcast bills pending be-
fore the committee include HR 3514 by
Rep. Gardner R. Withrow (R-Wis.) to in-
crease license periods of radio-tv stations
from three to five years, which has the sup-
port of the FCC; HR 4816 by Rep. Joseph
P. O'Hara (R-Minn.) to repeal the protest
provision of the Communications Act, and
HR 9538 by Rep. Charles A. Vanik (D-
Ohio) to charge fees for services rendered
by the FCC. The Budget Bureau has directed
the Commission and other agencies to sub-
mit such a proposal outlining what the
charges should be.
The committee faces the new session with
a new chief clerk, W. E. Williamson, who
replaced Elton J. Layton [Government.
Page 54 • December 30, 1957
Broadcasting
MOULDER, Rep. Morgan CD-
Mo.): As chairman of House
Legislative Oversight Subcom-
mittee, his name will become
part of industry vocabulary in
1958 through investigation of
FCC; already has been target
of "political witchhunt"
charges; may produce top
headlines of 1958.
MAGNUSON, Sen. Warren CD-
Wash.): Has outlined busy
broadcasting slate for Com-
merce Committee, which he
heads; it includes action and/ or
hearings on Smathers BMI bill,
pay tv, Bowles report on alloca-
tions and Bricker network bill;
advocates public test of pay
tv.
CELLER, Rep. Emanuel (D-
N. Y.): Always prominent in
Hill broadcast activities as
chairman of the House Judici-
ary Committee and Antitrust
Subcommittee; plans active role
in House pay tv hearings; wants
fast FCC action on Barrow re-
commendations; hopes to stop
plans to telecast Sunday base-
ball into minor league cities,
with hearings probable; has
close watch on Justice activi-
t i e s in broadcasting and
ASCAP-BMI squabble and has
warned FCC his committee will
stand for no "nonsense."
HARRIS, Rep. Oren (D-Ark):
Will oversee hearings on pay
tv from chair of House Com-
merce Committee; bitterly op-
posed to FCC stand that it has
authority to authorize tests.
TWELVE MEN BUSY WITH BROADCASTING
JACKSON, Sen. Henry CD-
Wash.): Author of two bills
making it a crime to (1) leak
information from federal reg-
ulatory agencies and (2) at-
tempt to influence decisions of
these agencies; member of
Government Operations.
BRAY, Rep. William (R-Ind.):
Has been active this fall seek-
ing support for his bill, identi-
cal to Sen. Potter's, to estab-
lish a commission for frequency
study; he seeks a hearing by
House Commerce Committee.
LANGER, Sen. William (R-
N. D.): Took personal pay tv
survey this fall of Bartlesville,
Okla., residents; will introduce
bill outlawing wired as well as
over-the-air toll tv.
POTTER, Sen. Charles (R-
Mich.): Active in fight against
pay tv; will try for action on his
bill establishing a three-man
commission to study military
use of spectrum; member of
Commerce Committee.
SMATHERS, Sen. George (D-
Fla.): Author of bill to divorce
networks and stations from
ownership in BMI and record-
ing companies; bill probably
will get hearings by Commerce
Committee, of which he is a
member.
THURMOND, Sen. Strom (D-
S. C): Another Senate leader
in the fight against pay tv; au-
thor of a bill prohibiting same;
member of Commerce Com-
mittee.
MORSE, Sen. Wayne (D-Ore.):
In report on daytime broad-
casting last September,
"ordered" FCC to take action
on DBA petition for extended
hours and will watch FCC
rule making on matter; mem-
ber Small Business Committee.
BRICKER, Sen. John (R-Ohio):
One of leading network foes
in Congress; author of bill
calling for their regulation by
FCC; member of Commerce
Committee and Communica-
tions Subcommittee.
Broadcasting
December 30, 1957 • Page 55
GOVERNMENT continued
Oct. 14]. Mr. Layton, a Republican, held
the post for 36 years.
Senate Interstate & Foreign Commerce
Committee: Further inquiries into television
will play a major role in the 1958 activities
of the Commerce Committee, Chairman
Warren Magnuson (D-Wash.) announced
last week [Government, Dec. 23]. The
committee already had made this fact
known, however, in several actions last
summer.
The long-awaited Cox report was released
late in June [Lead Story, July 1]. Authored
by special counsel Kenneth Cox, the report
saw "monopoly" in the networks' must-buy
and option time practices; hit concentration
of power accruing to networks through their
owned stations; urged the Justice Dept. to
investigate alleged abuse of power by net-
works, and urged the FCC to make public
all network affiliation contracts. It was issued
as a staff report and drew heavy criticism
from some of the committee members.
With the release of the Cox report, Sen.
Magnuson asked the FCC for comments
"not later than 90 days" after completion
of the Barrow report. The Dept. of Justice
also was asked for comments "at an early
date." Justice has submitted one reply, stat-
ing that it was intensifying its antitrust ac-
tivity in broadcasting, and was asked for
further comments before the first of Jan-
uary. This second Justice report had not
been made by last Thursday.
The FCC has met two full days for brief-
ings on the Barrow report and plans two
more days of meetings, Jan. 6 and 7. The
Commission is expected to send an interim
report, pending completion of a full study,
to Sen. Magnuson sometime this week.
Another matter promised early considera-
tion by Sen. Magnuson is a bill (S 2834)
by Sen. George A. Smathers (D-Fla.), a
committee member, which would force net-
works to dispose of their interests in Broad-
cast Music Inc. and in recording companies.
At the time the bill was introduced, Sen.
Magnuson indicated that hearings would
be held early in the second session of the
85th Congress.
The chairman said the dispute between
BMI and the American Society of Com-
posers, Authors & Publishers (ASCAP)
has needed study by the Commerce Com-
mittee, which had hesitated to do so because
of ( 1 ) the pending ASCAP court suit
against BMI and (2) lack of a pending bill.
The committee, as well as the House
Antitrust Subcommittee, has been flooded
with Songwriters Protective Assn. and
ASCAP "monopoly" charges against BMI
and the networks. Preparing for committee
work along this line, Nicholas Zapple, com-
munications staff counsel of the committee,
has made several trips to New York visit-
ing ASCAP, BMI and the networks. Among
those asking a congressional investigation
have been radio-tv and movie personalities
Bing Crosby and Frank Sinatra.
Sen. Magnuson also stated last week that
pay tv will receive "serious attention" by
the Commerce Committee during 1958.
Committee member Strom Thurmond (D-
S. C.) has a pending bill (S 2268) which
would prohibit pay tv and has the support
Page 56 • December 30, 1957
of several other members. Sen. William
Langer (R-N. D.), after taking a poll of
residents of Bartlesville, Okla., announced
that he also would introduce an anti-pay tv
measure in January. Sen. Langer's bill would
include wired tv, such as the Bartlesville
project, in addition to on-the-air telecasts.
In light of the announced pay tv hearings
on the House side, it is not known just what
action the Senate committee will take. Sen.
Magnuson, however, personally believes pay
tv should be given a trial to determine
whether it will be approved by the public.
A report on the proposed reallocation of
the television frequencies, prepared by an
ad hoc committee headed by Dr. Edward L.
Bowles of Massachusetts Institute of Tech-
nology, is expected to be released early next
year. Some members of the Commerce
Committee have expressed dissatisfaction
with preliminary drafts of the report,
which has been circulated for several
months.
The committee also can be expected to
hold hearings this year on the bill (S 582)
to prohibit advertising of alcoholic bever-
ages.
Other major broadcast bills pending be-
fore the committee: S J Res 106 by Sen.
Charles Potter (R-Mich.) and identical to
Rep. Bray's spectrum study bill; S 376 by
Sen. John Bricker (R-Ohio), ranking
minority member of the committee, to place
the networks under direct regulation of the
FCC; S 1369 by Sen. Magnuson and S 1437
by Sen. Albert Gore (D-Tenn.) to establish
stricter requirements for a political candi-
date to be eligible for equal time; S 1577
by Sen. Potter to repeal protest provision of
Communications Act; S 1759 by Sen.
Magnuson to increase license periods of
broadcast stations to five years, and S 2119
by Sen. Magnuson to appropriate up to
$1 million to each state for educational tv.
Antitrust Subcommittee of the House
Judiciary Committee: Rep. Celler's sub-
committee is awaiting action from the Jus-
tice Dept. and the FCC on recommendations
made in the Barrow report and the now
famous Celler report [Lead Story, June 10].
The latter report followed generally the same
lines taken by the Senate's Cox report, but
it also included lengthy testimony regarding
the ASCAP-BMI squabble.
If Justice and FCC fail to satisfy the
committee that they are proceeding to carry
out recommendations of the report, there is a
strong possibility Rep. Celler may reopen
hearings. "I'm going to tolerate no non-
sense, no procrastination — that's a warning
to the FCC [in carrying out recommenda-
tions of the report]." Rep. Celler stated last
summer. He also is particularly interested
in Justice activities in antitrust cases, net-
work must-buy and option time practices,
and recommendations made in the Barrow
report.
The committee held lengthy hearings last
spring and summer on professional sports,
with television playing a leading role, and
there is a strong possibility that these hear-
ings, too, may be reopened next month.
Officials of the minor leagues have called
on Rep. Celler and Rep. Kenneth Keating
(R-N. Y.), ranking minority member of the
committee, to stop the major leagues' plans
to telecast Sunday games into minor league
territory next summer.
Earlier this month, the two congressmen
announced plans to investigate in January
[Government, Dec. 16] and there is a
strong possibility that public hearings may
be held. Reps. Celler and Keating also cau-
tioned CBS-TV not to sign contracts for
the Sunday telecasts that would hinder this
investigation.
Rep. Celler also is the author of a bill
(HR 8277) which would prohibit all fre-
quency discounts to advertisers by placing
"independent contractors (including the net-
works and radio-tv stations)" under pro-
visions of the Clayton Act. At the time
of its introduction [Lead Story, June 24],
Rep. Celler promised action on the bill,
although to date no hearings have been
scheduled.
The House Commerce Committee's hear-
ings on pay-tv will draw more than passing
interest of Rep. Celler, who is expected to
participate actively in support of his anti-
toll bill. He has labeled pay tv "gas meter
television."
Senate Judiciary Committee: Pending
before this group, headed by Sen. James O.
Eastland (D-Miss.), are two bills introduced
by Sen. Henry Jackson (D-Wash.) with an
important bearing on the FCC. One
(S 2461), would make unauthorized dis-
closure of federal agencies' decisions a
crime. The second (S 2462) would make
attempts to influence " adjudication" by in-
dependent agencies a crime. Rep. Moulder
has indicated that some legislation may be
needed along this line [Government, Dec.
23].
Sen. Jackson introduced his bills follow-
ing hearings on the subject by the Investiga-
tions Subcommittee he heads of the Senate
Government Operations Committee.
Daytime Radio Subcommittee of the
Senate Small Business Committee: Headed
by Sen. Wayne Morse (D-Ore.), this com-
mittee issued in September a report [Gov-
ernment, Sept. 16] severely criticizing the
FCC for its failure to act on a petition by
Daytime Broadcasters Assn. for longer and
more uniform hours. The report was com-
piled after two days of hearings last spring
and ordered the Commission to inform the
committee by Jan. 7 "what, if any, progress
has been made."
Just 10 days ago, the Commission issued
a notice of proposed rulemaking on the
DBA petition [Government, Dec. 23]. This
is expected to serve as an answer to the
committee until such time as the comments
can be thoroughly studied.
House Rules Committee: Severa.1 bills
which would remove House Speaker Sam
Rayburn's (D-Tex.) ban against radio and
still, movie and television camera coverage
of House proceedings are pending before
this committee. Chairman Howard W. Smith
(D-Va.) has given no indication of possible
hearings on the bills.
Rep. Francis E. Walter (D-Pa.), chairman
Broadcasting
WSES (TV) FIRST TO SEEK PAY TV
• Philadelphia uhf files toll application with FCC
• Proposed fees: $30 annually plus $1 per program
of the House Un-American Activities Com-
mittee, ran afoul of the Rayburn ban last
summer when he permitted live television
coverage of hearings in San Francisco [Gov-
ernment, July 1].
Excise Tax Subcommittee of House
Ways & Means Committee: This subcom-
mittee, headed by Rep. Aime Forand (D-
R. I.), met two weeks ago in executive ses-
sion to decide what recommendation it
would make on the removal of the 10%
excise tax on uhf tv receivers. The commit-
tee has four such bills pending.
No announcement of the committee's
planned recommendation has been made,
and conflicting reports have circulated as to
whether the group has decided on any
definite stand. The parent committee's new
chairman, Rep. Wilbur D. Mills (D-Ark.),
in the past has been an outspoken foe of any
tax cuts. Under the House seniority rules,
Rep. Mills is slated to become chairman fol-
lowing the death of Rep. Jere Cooper (D-
Tenn.) [Government, Dec. 23].
Legal & Monetary Affairs Subcommit-
tee of the House Government Operations
Committee: A subcommittee, headed by
Rep. John A. Blatnik (D-Minn.), held hear-
ings last summer on cigarette and weight
reducing ads and plans more hearings dur-
ing 1958. Tranquilizers are slated as the
next target, with hearings also planned on
the advertising by cold remedies, vitamins
and other products.
The committee currently is awaiting a staff
report on last summer's hearings.
FCC Would Deny WLOF Protest
The FCC has issued staff instructions
denying a protest by WLOF-AM-TV
Orlando, Fla., of the Commission's action
last February granting WESH-TV Daytona
Beach, Fla., permission to move its trans-
mitter to a point of almost equal distance
between Orlando and Daytona Beach
[Government, Feb. 11].
Also originally protesting the WESH-TV
grant were WDBO-AM-FM-TV and WKIS-
AM-FM, both Orlando. The FCC ordered
a hearing on the move but refused to stay
the grant [Government, April 15]. The
Commission's instructions do not constitute
a final decision but is an announcement of
proposed disposition, the FCC stated.
FCC Sets Hearing on Ch. 8 Move
Acting on a protest filed by ch. 22 WWLP
(TV) Springfield, Mass., the FCC last Thurs-
day postponed the effective date and set
for hearing the authorization for ch. 8
WNHC-TV New Haven, Conn., to move its
transmitter site. WWLP claimed the ultimate
consequence of the shift would be the
economic destruction of WWLP and ch.
40 WHVN-TV Springfield. The grant, made
without hearing Oct. 30, shifts the WNHC-
TV transmitter from its present location
nine miles north of New Haven and 26V2
miles southwest of Hartford to a point 20
miles from New Haven and 14'/2 miles
from Hartford.
A uhf permittee in Philadelphia won the
honor of being the first applicant to the
FCC for permission to charge for telecasts.
Ch. 29 WSES (TV) Philadelphia— which
has held a construction permit since March
28, 1956— last Thursday asked the Com-
mission for authority to operate a toll tv
outlet.
It proposes to use the Skiatron system of
punch card decoding and plans to offer a
series of sports events to an expected 300,-
000 subscribers. Subscribers will be charged
a yearly fee of $30 for each home receiver
connection, plus $1 per program (or $100
and $5 for "commercial" establishments).
There also will be a "nominal" installation
charge.
WSES said it plans to buy encoding and
decoding equipment from manufacturers
and retain title in its own name. The sta-
tion plans to maintain and service this ap-
paratus itself, the application said.
The permission sought is the result of the
FCC's announcement last October that it
was prepared to accept applications for a
three-year trial period of subscription tv
from stations only [Government, Oct. 21].
The FCC also said then that it would not
grant any pay tv authority until March 1,
1958.
This has been taken to mean that Con-
gress may, if it desires, take some legislative
action to guide the Commission. Pending
are several bills prohibiting the charging of
fees for television broadcasts (see page 54).
Experimental pay tv is confined to those
cities which have at least four Grade A tv
signals. Philadelphia meets this requirement,
WSES noted.
The Commission's notice also said that no
system of toll tv would be permitted if it
interfered with other radio services or causes
degradation of the tv signal. There is none
such, according to WSES.
The Commission also qualified to three
the number of cities in which the various pay
tv systems could be used.
WSES is licensed to Philadelphia Broad-
casting Co. It is owned by William L. Jones,
57%; Isadore B. Sley, 29%, and Murray
Borkon, 14%. Its address is Western Savings
Fund Bldg., Philadelphia. Mr. Jones is in
the coal business. Mr. Sley is a parking lot
and garage owner, and Mr. Borkon is as-
sociated in the community tv system build-
ing and operating business. At one time,
Theodore R. Hanff, a stockholder in a
highway toll bridge company, was president.
In its application for the ch. 29 pay tv
facility, WSES proposed to spend $445,000
for construction and $520,000 on first year
operating costs.
In its toll tv application, WSES said that
the transmitter coding equipment is con-
tained in three portable cases, each 8x24x17-
in. Two of the cases weigh 25 lbs. each,
the third, containing the power supply,
weighs 65 lbs. The total number of tubes in
the transmitting gear is 93, the application
stated.
The system to be used was described as
follows:
"In the Skiatron system, the coding of
the video portion of the broadcast is achieved
by continually and randomly shifting the
phase relationship between video signals
and the horizontal synchronizing pulses on
a field-to-field basis. Inversion of polarity
causing whites in the picture to appear black
and vice versa is also employed to provide
a higher degree of scrambling. Privacy of
the audio portion of the broadcast is achieved
by displacement of the sound to higher
audio frequencies which remain unintelligi-
ble until restored to normal range by the
decoder."
Since most if not all receivers in Philadel-
phia are vhf (Philadelphia has three vhf sta-
tions operating, ch. 3 WRCV-TV, ch. 6
WFIL-TV and ch. 10 WCAU-TV, plus ch.
12 WVUE (TV) Wilmington, Del.), WSES
proposes to use an all-channel converter to
convert receivers to the uhf band as part
of the decoder.
The key to decoding is an IBM punch
card, containing printed circuits which will
activate the decoder and provide a record
of the programs viewed. The decoder cir-
cuit has 8 tubes. The package for handling
coding, phase shift, audio unscrambling and
associated circuits is an 8x1 lx31/2-in. plastic
card.
The subscriber uses the card in the decod-
er, then turns the selector to the desired
program and presses a button on the decod-
er. This punches the card (for billing pur-
poses) and activates the decoder. The cards
will be mailed periodically to subscribers
and will have printed on them a list of the
special events other than the sports series,
like movies, opera, concerts, symphonies,
legitimate theatre presentations, etc.
Subscribers will be billed quarterly for
the annual fee. They will have to mail in
their punch cards, so WSES can bill for
the programs seen.
The sports series — which is similar to the
program outlined by the ch. 29 grantee in its
filings on the pay tv docket — will include
the Philadelphia Warriors, professional
basketball team; Philadelphia Phillies, Na-
tional League baseball team; U. of Pennsyl-
vania, Villanova U.. Temple U., St. Joseph's
College and LaSalle College, all of which
play at the U. of Pennsylvania's Palestra
Stadium, and the Philadelphia Eagles, Na-
tional Football League team.
WSES said it already has a contract agree-
ment with the Warriors and that it was
engaged in negotiations with the other sports
groups. In addition, the applicant said, it
will offer, free of charge, other special sport-
ing events like boxing, intercollegiate sports
(track, golf, polo, swimming), etc.
The uhf permittee emphasized that "with-
out exception" there would be no commer-
Broadcasting
December 30, 1957 • Page 57
GOVERNMENT continued
cials during the pay tv telecasts. The station
also stressed that it retained the right to
substitute any other kind of programming
at its discretion.
The application contained a number of
contracts, or drafts of contracts, between
WSES and the sporting clubs — but deleted
from this information were the monetary
payments promised by the station to the
clubs. Nor was any mention made of any
financial arrangement between the station
and Skiatron.
Although the WSES application was the
first such filed with the FCC, RKO Tele-
radio Pictures Inc. announced some weeks
ago that it intended to apply for pay tv
permission. Also expected is an application
for toll tv authority by WCAN-TV Mil-
waukee, reportedly to be filed shortly after
the New Year.
KISD Questions 'New Sound'
At KIHO; FCC Sets Hearing
Is the "new sound" emanating from
KIHO Sioux Falls, S. D., the result of
operation of the station's transmitter in viola-
tion of FCC rules or only a "sparkling,
bright and lively sound" through better
management? This is one of the questions
to be decided during a Commission hearing
on the sale of 49% of KIHO by James A.
Saunders to William F. Johns Jr.
The Commission stayed its approval of
the sale, originally granted Oct. 30, and
set it for hearing following a protest by
KISD Sioux Falls. KISD claimed, among
other things, that music broadcast over
KIHO now has a new and distinctive sound,
creating a "juke box" effect by an emphasis
of bass notes and suppression of the treble
range. This "juke box" effect is attained by
a "deliberate attenuation of all frequencies
in the range from approximately 150 cycles
to 5,000 cycles," according to KISD.
KIHO replied that if it has a new sound,
it is only a "sparkling, bright and lively
sound which the management has attempted
to develop through improvement in an-
nouncing techniques and continuity and the
substitution of new records for wornout
records."
WBRC-TV, WBIQ (TV) Plan Tower
WBRC-TV ch. 6 and WBIQ (TV) ch. 10,
both Birmingham, Ala., have asked FCC
permission to construct a new tower which
they would use jointly, according to an
announcement made last week by Robert
T. Schlinkert, general manager of WBRC-
TV, and Raymond Hurlbert, general man-
ager of the Alabama Educational Televi-
sion Commission, which operates educa-
tional WBIQ. The new tower would be
located on Red Mountain, with an overall
height of 789 feet above ground.
WBRC-TV would construct the tower and
make it available to WBIQ (TV) without
cost.
Panel Disapproves Tall Tower
The Air Space Panel of the Air Coordi-
nating Committee has refused to ask FCC
approval for a 1,578-foot-above-ground
tower 30 miles south of New Orleans for
Oklahoma Television Corp., one of three
Page 58 • December 30, 1957
THE ANNUAL WINK
Midnight on New Year's Eve, as
broadcast on radio-tv, should be a
time of uninterrupted celebration, the
FCC feels. Thus the Commission
again has announced its waiver of sta-
tion identification rules (Sees. 3.117,
3.287 and 3.652) "insofar as such
rules require station identification on
the hour, during the period beginning
11:50 p.m., Dec. 31, 1957, and ending
4:50 a.m., Jan. 1, 1958." It is expected
that stations will endeavor to identify
themselves as soon after the hour as
possible.
applicants for ch. 12 in New Orleans. Air
Space did recommend FCC approval for a
308-foot-above-ground tower for Oklahoma
Television, but advised the applicant to
utilize the antenna farm in the vicinity of
WDSU-TV New Orleans.
The other two applicants for ch. 12 in
New Orleans are Coastal Television Co. and
Crescent City Telecasters Inc.
WDON Asks FCC to Reclassify
1540 Kc as Class II Wavelength
The FCC was asked last week to change
the classification of 1540 kc as a clear
channel frequency to make it a Class II
wavelength. KXEL Waterloo, Iowa, is at
present the Class I-B station on 1540 kc,
which is given Class I-A status for ZNS
Nassau, Bahamas.
WDON Wheaton, Md. (in the Washing-
ton, D. C, area), filed the request not only
to change the classification of 1540 kc, but
also to sever it from the current clear
channel and daytime skywave cases. WDON
operates on 1540 kc daytime with 250 w.
For three years WDON has had on file with
the FCC a request to permit it to boost
its power to 1 kw.
The gist of WDON's argument is that
under the 1946 NARBA, 1540 kc was as-
signed to the Bahamas as a Class I-A wave-
length, with use in the United States limited
for protection of the dominant Bahamas
station. The pending Third NARBA permits
a Class I-B assignment on 1540 kc in Water-
loo, Iowa — but this treaty has never been
ratified by the U. S. Senate. WDON also
pointed out that three commissioners dis-
sented to the 1956 revision of the rules by
the FCC to permit this I-B assignment.
FCC Denies Dominican Request
An attempt by the Dominican Republic
to force CBS to offer "free time or some
form of redress" in the wake of the net-
work's broadcast, "The Galindez-Murphy
Case," has met defeat. The FCC has ruled
that it is "unable to conclude at this time
that CBS has failed to discharge its re-
sponsibilities" and has refused to take
further action. "The Galindez-Murphy
Case," broadcast last May, was concerned
with the much-publicized disappearance of
Dr. Jesus de Galindez, teacher at Columbia
U. and outspoken critic of the Dominican
dictator, Generalissimo Rafael L. Trujillo
[Networks, May 27, et seq.].
Early Data Indicates Success
Of California Conelrad Alert
Preliminary findings following the Conel-
rad test of Dec. 9 in Southern California
indicate that in most areas the broadcasts
on 640 kc came through quite well and that
if there is a trouble spot it's at the 1240
kc end, according to Henry S. Eaton, Region
1 coordinator of the California Disaster
Office.
More than 400 "Con-check" monitoring
teams in 158 local civil defense jurisdictions
in the southern part of the state made tape
recordings and filled out reports for study
and evaluation by the FCC as well as by
CDO and the Federal Civil Defense Ad-
ministration. While not all the reports were
in last week and Mr. Eaton stressed that no
accurate evaluation of the test can be made
until they have all been received and studied,
he expressed confidence that this was "per-
haps the most thorough check of Conelrad
ever undertaken."
When completed, the results of the test
will, for the first time, present tangible evi-
dence of exactly what happens during a
Conelrad alert, when those radio stations
participating in Conelrad leave their assigned
frequencies to join station clusters on 640
kc or 1240 kc and all other am stations,
plus all fm and tv stations, go off the air
for the duration of the alert period. The
purpose of Conelrad is to prevent enemy
planes from using a broadcast station as a
navigational guide. This is accomplished by
grouping six or seven stations serving the
same community into a cluster operating
on the same frequency, with the signal
switching rapidly from one transmitter after
another so as to make it impossible to use
any of them as a guide.
This evidence, Mr. Eaton said, will show
both the strong and the weak points in the
present Conelrad setup and so show the way
toward strengthening the system. One weak
point in the test held Dec. 9 at 1-1:30 a.m.
was that KFOX Long Beach, Calif., missed
the alert and stayed on the air during the
period through an error attributed by the
KFOX management to an equipment failure.
Antenna Comments Extended
The deadline for filing comments on
rule making to establish "antenna farms"
was extended by the FCC last week from
Dec. 30 to Jan. 31. The proposal provides
for the grouping of antennas in the same
area and the use of towers to support more
than one antenna. The extension was grant-
ed at the request of Storer Broadcasting Co.
Elliot Against Uhf Tax Break
An am broadcaster last week attacked
proposals to remove the 10% excise tax on
uhf tv receivers in that they "might be dis-
criminatory" because they favor only one
portion of the broadcast industry.
In a letter to Rep. Aime Forand (D-R. I.),
chairman of the House Excise Tax Sub-
committee, Tim Elliot, president of WCUE
Broadcasting
BIASED PAY TV REPORTS?
The recently activated American
Citizens Television Committee charged
last week that national circulation
magazines have consistently published
pro-pay tv articles — and "appear un-
willing to present the other side of the
argument." The ACT committee also
called on tv broadcasters to lend their
facilities in presenting both sides.
The committee, formed only last
month "to represent the public" in the
pay tv donneybrook [Program Serv-
ices, Dec. 2], claimed that because
they have heard only one side of
the story, the people have been ex-
posed to "a form of brainwashing
which has prevented their becoming
aware of the fundamental issues in-
volved, namely, that the radio-tv spec-
trum is a natural resource in grave
danger of being given away for pri-
vate use."
Among the magazines mentioned
by Warren Adler, spokesman for the
group, as having published only one
side of the pay-tv controversy were
Cosmopolitan. Pageant, Saturday Eve-
ning Post, Colliers, Saturday Review
and Harper's.
Akron, Ohio, said uhf stations "are no more
deserving of special tax considerations than
are the vhf stations, the fm stations or the
am stations." Mr. Elliot said uhf tv even-
tually will outgrow its economic problems
without the need of special tax relief.
Bricker to Seek Re-election
Sen. John W. Bricker (R-Ohio), rank-
ing minority member of the Senate Com-
merce Committee and chairman during the
Republican-controlled 83rd Congress, last
week announced that he will seek re-elec-
tion in 1958. A member of the Senate since
1946, he will be seeking his third term.
He is a former governor of Ohio and in
1944 ran for vice president of the U. S.
on the first Republican ticket featuring
Thomas E. Dewey for President. Sen Bricker
also is a member of Banking & Currency
Committee and the Joint Atomic Energy
Committee.
Former Rep. Stephen M. Young has an-
nounced he will seek the Democratic nomi-
nation for the Senate seat.
FTC Posts to Maclver, Murphy
The Federal Trade Commission, in a
move to handle increasing case work in
monopoly and deceptive advertising, has
named Robert R. Maclver as assistant di-
rector for antimonopoly of the bureau of
litigation and Daniel J. Murphy as assistant
director for antideceptive practices. Joseph
E. Sheehy is bureau director.
Mr. Maclver has been assigned to the
monopoly field since he joined the Wash-
ington agency in 1941. Mr. Murphy, with
the FTC since 1936, has specialized in de-
ceptive practices since 1946.
For' »o«R
3
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Broadcasting
December 30, 1957 • Page 59
MANUFACTURING
RCA SALES $1.1 BILLION, UP 5%
• But, Gen. Sarnoff says, profits 'slightly below1 1956
• Board chairman cites RCA, NBC strides forward in 1957
RCA's business volume in 1957 passed
the billion dollar mark for the third straight
year, gaining 5% over 1956 and reaching
an estimated total of $1,180,000,000, Brig.
Gen. David Sarnoff,
board chairman, re-
ported last week.
In a year-end
statement, he said
profits in the first
nine months were up
somewhat this year
but that "the soften-
ing of general eco-
nomic conditions in
the fourth quarter
and the highly com-
GEN. sarnoff petitive situation in
the radio-tv industry now indicate that prof-
its for the full year will be slightly below
1956. "
Net profits in 1956 came to $80,074,000
before federal income tax and $40,031,000
after, on a gross of $1,127,774,000 [Man-
ufacturing, March 4, 1957]. The expected
drop in 1957 profits (of which no estimate
was made) will compare with a 15.7% de-
cline in 1956.
Gen. Sarnoff looked for an increase in
total volume of business in the electronics
industry in 1958.
He said RCA dividends to stockholders
in 1957 totaled $23,917,000 (preferred
$3,153,000, common $20,764,000), equaling
$1.50 per common share on the approxi-
mately 14 million common shares out-
standing.
RCA investment in capital improvements
during 1957, he said, came to $35 million.
The company employs 80,000 people, 7,000
of them overseas.
Gen. Sarnoff said NBC, a service of
RCA, "moved forward on all fronts during
1957, capturing a larger share of the view-
ing and listening audience and increasing
its business volume over 1956." Among
other NBC developments he cited plans for
the use of magnetic tape television in both
color and black-and-white; production of
live programs expressly for educational sta-
tions; new programming for the 1957-58
season including more than 100 "specials,"
and a 67% increase in color programming.
He said "significant improvement" in both
transmission and reception had brought color
quality "to a point where the color picture
received in the home now exceeds the ex-
pectation of even color's strongest advo-
cates." Color set sales "have not as yet
attained the desired volume," he said, but
"there is encouraging evidence throughout
the country that a mass-market status for
color tv is close at hand."
Gen. Sarnoff said that among RCA's
major accomplishments in 1957 were these:
"1. The first fully automatic system to
launch and guide missiles to their targets
was turned over to the Armed Forces and
tested successfully.
"2. The first commercial method of re-
cording and transmitting color television
programs by means of magnetic tape was
demonstrated publicly, and orders for this
new system have been accepted for delivery
in 1958.
"3. An experimental electronic highway
system was devised by scientists of RCA
Labs in cooperation with the State of Ne-
braska to increase driving safety. This may
lead eventually to full automatic control of
highway traffic.
"4. A new method was devised to trans-
mit facsimile by 'bouncing' high-frequency
radio signals from ionized air particles cre-
ated by the passage of meteors through the
upper atmosphere. An experimental system
was used to transmit still images nearly
1,000 miles without relays.
"5. A new ultramagnifier which quad-
ruples the enlarging power of RCA's elec-
tron microscope was developed and will be
put into commercial production in 1958. It
increases direct magnification from 50,000
to 200,000 times and photo-enlargement
capabilities from 300,000 to more than 1
million times."
In electronic research he called attention
to a number of "outstanding advances" by
RCA scientists. Among them: the "Thyris-
tor high-speed switching transistor for elec-
tronic computers and automatic controls;
new compounds that "promise to push back
the 'heat barrier' that now limits perform-
ance of transistors and diodes at high tem-
peratures"; a high-speed printing system
now under development for recording the
output of electronic data-processing systems,
capable of translating coded information
into letters and figures and printing at
speeds of about 100,000 words per minute;
a thin-screen amplifier for brightening x-ray
images by 100 times for direct viewing in
certain medical uses, and the "Model C
Stellarator" which RCA and Allis-Chalmers
are building for use by Princeton U., on
behalf of the Atomic Energy Commission,
in exploring ways to harness the H-bomb's
fusion process for peaceful purposes.
NO PLACE TO FIFTH PLACE
Looking to the future, Gen. Sarnoff noted
that in the last 25 years the electronics in-
dustry has grown from "virtually no place
to fifth place" among American industries
and predicted its total volume 10 years
from now will be double its $12 billion
total in 1957. He named these as "four
broad fields in which the industry will ex-
pand most rapidly:
"1. Color television — The practical ex-
perience we have gained in our pioneering
efforts with color television to date has
confirmed our belief that the future growth
of television as a profitable business depends
on color. As we see it, this applies not only
to the manufacturing and sales end . . . but
also to the programming and sponsored ad-
vertising of tv broadcasting.
"2. Automatic systems — Versatile elec-
tronic systems, applied in the fields of data
processing and computing, communication,
and automatic control, are becoming in-
creasingly important in defense as we ad-
vance into the age of missiles and space
exploration. They are also essential to the
operation of our complex industrial proc-
esses.
"3. Electronic components — ■ Electron
tubes, electronically-active materials, solid-
state components, and transistors will be in
growing demand as electronic applications
expand. These components are the basic
building blocks of home entertainment and
appliances, broadcasting and communica-
tions, and navigation and guidance systems.
"4. Nuclear research and atomic power —
Electronics supplies instruments and equip-
ment essential to nuclear research and de-
velopment, as well as the instrumentation
and controls needed in applying atomic
power to industrial and private use."
Gen. Sarnoff said that "with earth satel-
lites and missiles now realities, electronics
and the technology of space propulsion form
the keystone of our defense structure. The
electronics industry therefore faces a vastly
expanded role and a new and dramatic
challenge. The American electronics industry
is equipped and ready to meet this chal-
lenge." He continued:
"We believe that today, America leads
the world in electronic research and engi-
neering— in new materials, components and
systems. America also holds the No. 1 posi-
tion in the production of electronic goods
for industry — computers, controls, commu-
nications and automated devices.
"The task before us now is to retain our
leadership in electronics and certain other
fields of technology, and to regain leader-
ship in those fields where the advantage may
have been temporarily lost.
"As in other critical periods in recent
history, the RCA — a leader in the electronics
industry — is prepared with both scientific
talent and production facilities to contribute
substantially to our national security."
Reviewing 1957 activities, Gen. Sarnoff
said RCA "continued to lead in black-and-
white television sales" and that "RCA Vic-
tor's leadership" in the hi-fi field was
"strengthened." RCA Victor, he continued,
"again . . . won the largest share of na-
tional record sales and increased its business
markedly over 1956," while "all of RCA's
tape recording for home use went stereo-
phonic." Radio set sales "advanced sub-
stantially," he reported.
In electronics for industry and science,
Gen. Sarnoff noted that "a new RCA in-
dustrial electronic products organization was
set up to bring new ideas and services into
the most rapidly expanding and potentially
significant area of electronics"; that the first
major installation of RCA's electronic data-
processing system was demonstrated by the
Army in Detroit, and that other RCA sys-
tems were bought by two life insurance
companies; that "significant strides" were
made in closed-circuit tv systems, with the
"most extensive compatible color installa-
tion for medical use" being demonstrated
by the Army and a similar system being
purchased by the U. of Michigan Medical
School; that installation of the first state-
Page 60 • December 30, 1957
Broadcasting
sponsored educational closed-circuit tele-
vision system was started by RCA in Conley
Hills Elementary School in Georgia; that
the nation's largest television system for han-
dling complex railroad freight operations
automatically was installed for Southern
Railway in Atlanta.
More than 220 million words were han-
dled by RCA Communications' 86 overseas
radio circuits serving 66 countries, Gen.
Sarnoff continued. He also called attention
to the work of the RCA Communications
Center at Riverhead, Long Island, in being
"the first in the U. S. to pick up the signal
of Russia's first satellite" and in monitoring
the earth-circling sphere on a 24-hour basis.
RCA International sales continue to grow,
he continued, noting that among other de-
velopments the "first color tv station out-
side the U. S. went on the air in Havana,
Cuba, with RCA equipment."
Government business accounted for 23%
of RCA's total volume in 1957 and the
company's current backlog of government
orders is about $250 million, Gen. Sarnoff
asserted.
He cited especially RCA's development
of the Talos defense unit, which he called
"the first completely automatic system for
firing and guiding anti-aircraft missiles to
their targets." First firing of the Talos was
carried out successfully early this month.
Gen. Sarnoff described the unit as "perhaps
the closest approach yet to true 'push-
button' warfare."
He also reported that "a force of more
than 2,700 RCA specialists and technicians
at the Air Force Missile Test Center at
Cape Canaveral, Fla., plan, engineer, in-
stall, maintain and operate the electronic
and optical equipment for tracking many
different types of missiles and recording
their performance in flight."
Among other RCA contributions in the
defense area he cited "the Free World's most
accurate instrumentation radar"; the "Tele-
mite" hand-held tv camera; a closed-circuit
color tv system installed for the Strategic
Air Command in Omaha, and a new long-
range airborne radio system sucessfuly tested
in the round-the-world flight by B-52 Strato-
fortresses last January.
Color Tv Purchases Gaining
In Chicago, RCA Firm Finds
Color television is closing the gap between
itself and black-and-white in Chicago — in
terms of average dollar volume.
To put it another way, Chicago consumers
are spending $1 in tint tv for every $1.30
they shell out for monochrome receivers.
The gap has been narrowed considerably
from last July — from 22 to 1 to the present
1.3 to 1 ratio.
These are the findings of RCA Victor
Distributing Corp., Chicago, based on figures
compiled for the last six months of 1957.
They reflect, according to the firm, a grow-
ing realization by the public that they will
have to spend more for color, tangible con-
sumer exposure to aggressive RCA promo-
tion-advertising and more NBC color pro-
gramming specials.
RCA Victor Distributing Corp. reports it
has been back-ordered since the end of Oc-
tober for its color units, including the basic
Broadcasting
$495 (list price) models. It reports more than
20,000 color units now in the hands of the
Chicago public, compared with 9,000-10,000
around Jan. 1, 1957.
The dollar-for-dollar proportions, con-
sidered encouraging, reflect the fact that
small-priced monochrome portables help
reduce the black-and-white margin over
color. No comparison is feasible in terms
of actual sales units, it's pointed out, because
color obviously is more expensive and its
line doesn't include color tv portables.
Figures don't include actual color set
sales of RCA or other manufacturers and
the Chicago Electric Assn. makes no com-
pilations for tinted tv as such. (The associa-
tion reports 2,688,397 tv receivers sold in
Chicago as of Nov. 30, 1957, with 24,267
sales in November compared to 30,811 that
month last lear. A total of 301,051 sets were
sold in the past 12 months.)
Dollar-for-dollar color figures for the last
six months of 1957, according to RCA, are
these: (July) $22 B & W for every $1 color;
(August) $12 for $1; (September) $3.42 for
$1; (October) $3.30 for $1; (November)
$2.30 for $1, and (December) $1.30 for
every $1.
Set Parts Replacement Hits
$900 Million, Says Baker
The rise in radio circulation to 135 million
sets-in-use and tv circulation to 47 million,
have inspired a replacement parts business
of $900 million, according to Dr. W. R. G.
Baker, president of Electronic Industries
Assn.
Observing that 14.7 million radios and 6.5
million tv sets were sold by set manufac-
turers in 1957, Dr. Baker said this phase of
the manufacturing industry now comprises
only 21% of total electronics production be-
cause of the big increase in military pro-
curement.
The age of satellites, spaceships and
guided missiles will require constantly ex-
panding electronics production, he said.
Electronics devices provide the only means
of communication with and control of these
invaders of outer space, he reminded, pre-
dicting 1958 industry output will run well
ahead of the $7 billion 1957 figure.
Dr. Baker predicted closed-circuit tv,
heretofore confined largely to industrial
uses, will give educational television new
life. He reminded that the national educa-
tional tv experiment at Hagerstown, Md.,
co-sponsored by EIA and Fund for the
Advancement of Education (Ford Fund) has
proved the effectiveness of the medium as a
teaching tool in elementary and high schools
as well as at colleges and universities.
GEL Making New Multiplex Gear
A new line of fm multiplex transmitters
is coming off the production line of General
Electronic Labs., Cambridge, Mass., with
the first installation at WBCN-FM Boston,
a new station which has affiliated with the
Concert Network group.
GEL's system consists of a multiplex
exciter with one or two subcarrier generators
and power supplies mounted as a unit. The
company has been active in military as
well as commercial multiplex installations,
according to Victor W. Storey, president.
He said the new GEL line is marked by
improved redesign and engineering, per-
mitting minimum initial interruption and
providing dependable service. Model FMC-
1, with one subchannel generator, is priced
at $5,500; FMC-2, with two subchannels, at
$7,800.
Visual Telephone Imminent,
GE's Morlock Tells Newsmen
The day of the televised telephone call is
just around the corner, according to a top
electronics expert of the General Electric
Co., although its practical application to
broadcasting was not detailed.
William G. Morlock, general manager of
the company's technical products depart-
ment, told a news media dinner Dec. 19 in
Syracuse that GE's system for transmitting
pictures over conventional telephone lines
by slow-scan television "has been success-
fully demonstrated to the military."
Because of security restrictions, Mr.
Morlock did not elaborate on the installa-
tion. He described slow-scan tv as a prin-
ciple for reproducing televised pictures "at
the rate of about one image every five to
ten seconds instead of the customary 30
frames per second in commercial television."
Mr. Morlock said the military installa-
tion "will be the first practical step toward
. . . seeing the person you are phoning."
Other outstanding GE developments of
1957 described by Mr. Morlock were "the
first transistorized color tv camera, smaller
than any now available"; a "directionalized
helical tv transmitting antenna used for the
nation's first simulcast on both the vhf and
uhf frequencies"; the "first 'miniaturized' 50-
kw am radio broadcast transmitter incorpo-
rating semiconductor devices and which is
almost half the size of earlier transmitters";
a tropospheric scatter communications sys-
tem now being built by the department for
the U. S. Air Force to link Arctic bases at
distances of 600 to 700 miles, and a closed-
circuit color tv system now being used at
the army's ballistic missile center at Cape
Canaveral, Fla., for closeup viewing of mis-
sile launching and for tracking high-speed
missiles up to altitudes of 100,000 feet.
Inventor McCandless Dies at 91
Henry Wallace McCandless, who helped
in the development of the radio vacuum
tube, died last week in New Jersey at 91.
Mr. McCandless, who completed the first
vacuum tube in 1907, aided radio pioneer
Dr. Lee de Forest in building the first three-
element radio tube. Mr. McCandless had
been associated with the Westinghouse Elec-
tric Corp. in various capacities, from 1914
to his retirement in 1935.
William H. Myers Dies in Fire
William H. Myers, chief engineer at
Farnsworth Television and Radio Corp. in
Fort Wayne from 1941 to 1949. died Christ-
mas Day in a fire which ravaged his home
near Syracuse, Ind. Mr. Myers had also
worked as manager at the Crosley Div., Avco
Corp., in Cincinnati from 1949 to 1953. Re-
cently, he had been a manufacturer's repre-
sentative for Rollins Corp., Chicago.
December 30, 1957 • Page 61
FILM
THE 10 TOP FILMS
IN 10 MAJOR MARKETS
AS RATED BY ARB IN NOVEMBER
FROM the monthly audience surveys of American
Research Bureau, Broadcasting each month lists the
10 top-rated syndicated film programs in 10 major
markets, selected to represent all parts of the country
with various degrees of competition. Despite all pre-
cautions, occasional errors will occur in these tables,
due to use of the same program name for both a syn-
dicated and a network series and the practice of some
stations of substituting local titles (such as [advertiser]
Theatre) for real program names.
NEW YORK seven-station market
Rank Program Distr.
Day & Time
Sta.
Rating
1.
Highway Patrol (Ziv)
Mon.
7:00
WRCA
■TV
19.1
2.
The Honeymooners
(CBS Film)
Tues.
7:00
WRCA
-TV
18.1
3.
Death Valley Days (Pacific-
Borax)
Wed.
7:00
WRCA
•TV
16.1
4.
If You Had A Million
Sat.
7:00
WCBS-
TV
14.8
(MCA-TV)
5.
Silent Service (NBC Film)
Fri.
7:00
WRCA
-TV
12.3
6.
Code 3 (ABC Film)
Wed.
10:30
WRCA
■TV
11.3
7.
26 Men (ABC Film)
Tues.
10:30
WABC
-TV
9.5
8.
Harbor Command (Ziv)
Fri.
10:30
WABC
-TV
9.0
Mon.-
6:30
WABD
8.9
9.
Looney Tunes (Guild-AAP)
Sat.
10.
Boots & Saddles (NBC Film)
Thurs. 7:00
WRCA
-TV
8.7
LOS ANGELES seven-station market
Rank Program
Distr.
Day St Time
Sta.
Rating
1.
Highway Patrol
(Ziv)
Mon.
9
:00
KTTV
16.7
2.
Death Valley Days (Pacific-
Thurs.
7
:00
KRCA
16.2
Borax)
3.
Dick Powell
(Official)
Sat.
9
:30
KNXT
15.8
4.
Whirlybirds
(CBS Film)
Mon.
7
:30
KHJ-TV
14.3
5.
Men of Annapolis
(Ziv)
Thurs.
7
30
KNXT
13.3
6.
Search for Adven
(Bagnall)
Thurs.
7
:00
KCOP
12.9
7.
The Honeymooners
(CBS Film)
Thurs.
7
00
KNXT
12.6
8.
San Fran. Beat
(CBS Film)
Sat.
9
•30
KTTV
12.5
9.
Boots & Saddles
(NBC Film)
Tues.
7
:00
KRCA
11.5
10.
Sheriff of Cochise
(NTA)
Sat.
7
:30
KTTV
11.3
CHICAGO four-station market
WASHINGTON four-station market
Rank
Program
Distr.
Day & Time Sta.
1. Silent Service (NBC Film)
2. Brave Eagle (CBS Film)
3. State Trooper (MCA-TV)
4. Highway Patrol (Ziv)
5. Annie Oakley (CBS Film)
6. Bugs Bunny (AAP)
7. City Detective (MCA-TV)
8. Sheriff of Cochise (NTA)
9. Men of Annapolis (Ziv)
10. The Honeymooners
(CBS Film)
Tues.
Tues.
Wed.
Fri.
Fri.
M-F
Fri.
Wed.
Mon.
9:30
6:00
9:30
8:00
6:00
6:30
9:30
10:00
9:30
WNBQ
WGN-TV
WNBQ
WGN-TV
WGN-TV
WGN-TV
WGN-TV
WNBQ
WGN-TV
Thurs. 9:30 WGN-TV
Rating
24.3
17.0
16.3
14.8
14.6
13.8
13.7
13.3
12.0
11.7
Rank Program
1. Highway Patrol
Distr.
Day & Time Sta.
Rating
(Ziv)
2. Annie Oakley (CBS Film)
3. Science Fict. Theatre (Ziv)
4. Stu Erwin (Official)
5. Last of Mohicans (TPA)
6. Jungle Jim (Screen Gems)
7. Men of Annapolis (Ziv)
8. Brave Eagle (CBS Film)
9. Gray Ghost (CBS Film)
10. Ellery Queen (TPA)
Sat. 7:00
Fri. 7 :00
Sun. 6:00
Thurs. 7:00
Wed. 7:00
Thurs. 6:00
Tues. 9:00
Fri. 6 :00
Sat. 10:30
Mon. 7:00
WTOP-TV
WTOP-TV
WMAL-TV
WRC-TV
WRC-TV
WMAL-TV
WTOP-TV
WMAL-TV
WTOP-TV
WRC-TV
21.0
16.2
15.9
15.8
15.7
15.2
15.1
14.5
14.4
14.1
MINNEAPOLIS-ST. PAUL four-station market
Rank Program Distr. Day & Time Sta. Rating
1. Death Valley Days (Pacific-
Borax) Sat. 6:00 WCCO-TV 21.3
2. Dr. Christian (Ziv) Sat. 9:30 WCCO-TV 21.0
3. Popeye Clubhouse (AAP) M-F 5:30 WCCO-TV 20.6
4. State Trooper (MCA-TV) Tues. 9:30 KSTP-TV 18.7
5. Annie Oakley (CBS Film) Sat. 5:30 KSTP-TV 16.7
6. Bugs Bunny Time (AAP) M-F 4:30 WCCO-TV 16.6
7. Code 3 (ABC Film) Mon. 9:30 WTCN-TV 16.4
8. Wild Bill Hickok (Screen
Gems) Sat. 11:00 WCCO-TV 15.6
a.m.
9. O. Henry Playhouse (Gross-
Krasne) Sun. 9:30 KSTP-TV 14.9
10. Silent Service (NBC Film) Thurs. 9:30 WTCN-TV 14.3
SEATTLE-TACOMA four-station market
Rank Program
Distr.
1. Gray Ghost (CBS Film)
2. Highway Patrol (Ziv)
2. Silent Service (NBC Film)
3. Search for Adven. (Bagnall)
4. Whirlybirds (CBS Film)
5. Death Valley Days (Pacific-
Borax)
6. 26 Men (ABC Film)
I.Frontier (NBC Film I
8. Kingdom of the Sea (Guild)
9. The Honeymooners
(CBS Film)
10. Sheriff of Cochise (NTA)
Day & Time
Sta. Rating
Sun.
6:00
KING-TV
29.8
Thurs.
7:00
KOMO-TV
28.4
Mon.
7:30
KING-TV
28.4
Mon.
7:00
KING-TV
28.2
Thurs.
7:00
KING-TV
25.9
Thurs.
9:00
KOMO-TV
21.8
Mon.
7:00
KOMO-TV
21.4
Sun.
9:30
KTNT-TV
21.0
Tues.
7:00
KOMO-TV
20.4
Sun.
6:30
KING-TV
19.R
Sat.
7:00
KING-TV
19.3
CLEVELAND three-station
Rank Program Distr.
1. Silent Service (NBC Film)
2. Highway Patrol (Ziv)
2. Science Fict. Theatre (Ziv)
3. Frontier Doctor (H-TV)
4. Range Rider (CBS Film)
5. Man Behind the Badge
(MCA-TV)
6. Cisco Kid (Ziv)
7. Popeye Clubhouse (AAP)
8. Jungle Jim (Screen Gems)
9. Soldiers of Fort. (MCA-TV)
10. Federal Men (MCA-TV)
Day & Time
Sta.
Rating
Sat.
10:30
WTW-
TV
26.5
Tues.
7:00
WJW-
TV
22.9
Tues.
6:00
KYW-
-TV
22.9
Mon.
7:00
KYW-
TV
22.6
Sun.
7:00
WEWS
21.8
Wed.
6:30
KYW-
TV
21.5
Wed.
6:00
KYW
-TV
21.2
M-F
5:30
KYW
-TV
21.0
Fri.
6:30
KYW
-TV
20.1
Thurs
6:00
KYW
-TV
19.3
Thurs
6:30
KYW
-TV
19.2
ATLANTA three-station market
Rank Program Distr.
1. Highway Patrol (Ziv)
2. Sheriff of Cochise (NTA)
3. State Trooper (MCA-TV)
4. Code 3 (ABC Film)
5. Casey Jones (Screen Gems)
6. Whirlybirds (CBS Film)
7. If You Had A Million
(MCA-TV)
3. Kit Carson (MCA-TV)
9. Heart of City (MCA-TV)
10. Badge 714 (NBC Film)
Day & Time
Sta. Rating
Fri.
7:30
WAGA-TV
28.3
Tues.
7:00
WSB-TV
26.8
Fri.
7:00
WAGA-TV
25.4
Sat.
10:30
WAGA-TV
24.6
Mon.
7:00
WAGA-TV
22.5
Wed.
7:00
WSB-TV
22.2
Mon.
7:00
WSB-TV
20.1
Tues.
6:30
WLWA
19.5
Thurs. 6:30
WLWA
19.4
Tues.
7:00
WAGA-TV
18.9
COLUMBUS three-station market
BOSTON two-station market
Rank Program
1. Death Valley Days
Distr.
Day & Time Sta.
Rating
Rank
Program
Distr.
( Pacific-
Borax)
2. The Honeymooners
(CBS Film)
3. Frontier Doctor (H-TV)
4. Our Miss Brooks (CBS Film)
5. Whirlybirds (CBS Film)
6. Highway Patrol (Ziv)
7. Mama (CBS Film)
8. Waterfront (MCA-TV)
9. Soldiers of Fort. (MCA-TV)
10. Annie Oakley (CBS Film)
Sun.
Sat.
9:30
7:00
Fri. 7:00
Sun. 6:30
Thurs. 7:00
Tues. 10:30
Wed. 6:30
Sat. 6:30
Thurs. 6:30
Mon. 6:00
WBNS-TV
WBNS-TV
WTVN-TV
WBNS-TV
WTVN-TV
WBNS-TV
WBNS-TV
WBNS-TV
WTVN-TV
WBNS-TV
29.6
28.7
28.4
23.9
23.1
22.2
21.9
21.3
20.7
20.3
Federal Men (MCA-TV)
Whirlybirds (CBS Film)
Decoy (Official)
Frontier Doctor (H-TV)
The Honeymooners
(CBS Film)
Frontier (NBC Film)
Golden Playhouse (Official)
Highway Patrol (Ziv)
Harbor Command (Ziv)
Silent Service (NBC Film)
26 Men (ABC Film)
Day & Time
Sta. Rating
Mon.
7:00
WBZ-TV
29.3
Tues.
7:00
WBZ-TV
28.1
Sun.
10:30
WBZ-TV
28.6
Thurs
. 7:00
WBZ-TV
25.6
Sat.
10:30
WNAC-TV
24.1
Fri.
10:30
WNAC-TV
22.7
Wed.
7:00
WBZ-TV
22.7
Sat.
7:00
WBZ-TV
22.4
Sun.
7:00
WNAC-TV
22.2
Fri.
7:00
WBZ-TV
21.8
Sun.
7:00
WBZ-TV
21.1
Page 62 • December 30, 1957
Broadcasting
Reports of Tv Deal
Premature — UA's Krim
Reports issued early last week by United
Artists Corp. that it had effected a televi-
sion production deal with one of its major
independent producers were termed as "pre-
mature" on Thursday by UA President
Arthur B. Krim. The original news an-
nouncement stated that UA-TV had "com-
pleted arrangements" with the Mirisch Co.,
one of approximately 50 "independents"
under UA theatrical film contract, for the
production of six television program series,
of which five were "already in preparation."
Mr. Krim, however, did not deny — in
his "clarification" to Broadcasting — that
the Mirisch Co. was involved in "several
properties." He added that a "total of 60-
70 properties" have been submitted to UA-
TV by its group of independents and that
"all" are being considered. He made clear,
however, that UA-TV will not "go into a
volume operation, rather, a Tiffany-type of
set-up whereby only the best of possible
tv programs are prepared."
Among the other producers with whom
UA-TV is discussing television production
is actor-director Yul Brynner, whose Al-
ciona Productions Inc. was signed last week
to an exclusive, nine-year production sched-
ule involving 1 1 multi-million dollar theat-
rical films. According to Mr. Brynner's
talent agent, Ted Ashley of Ashley-Steiner
Assoc., the word "television" does not actu-
ally appear in the star's contract with UA,
but it is almost a certainty that the Brynner
company will "over a period of time" engage
in the production of tv programs and that
these, once made, "will in all likelihood"
be distributed by UA-TV.
It was understood that five of the six
series submitted by- the three Mirisch broth-
ers— Harold, Walter and Marvin — to UA-
TV President Herbert L. Golden and Exec-
utive Vice President Bruce G. Eells were
beyond the "idea stage." Tv writer Don
Martin was said to have completed pilot
scripts on two submissions — series versions
of Mark Twain's Tom Sawyer and of the
Billy the Kid legends. (The Mirisch Co.,
signed to a UA theatrical financing-releas-
ing-and-distribution contract three months
ago, so far has completed one major theat-
rical film for UA starring Joel McCrea and
is said to have arranged for future services
by such names as producer-director Billy
Wilder and actress Audrey Hepburn.)
Mr. Brynner, a former CBS-TV staff
director (Westinghouse Electric Co.'s Studio
One) — now better known for his acting
chores in MGM's "The Brothers Karama-
zov," Paramount's "The Ten Command-
ments" and 20th Century-Fox's "Anastasia"
— reportedly is "hot" on the idea of return-
ing to television as a director and reportedly
is seeking to bolster his staff with some of
the better-known tv directors who have
switched recently to Hollywood films.
Other UA independents "excited" about
the prospects of making their initial bow in
tv under UA auspices, according to Mr.
Krim, with UA wholly financing such ven-
tures in exchange for video distribution and
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in America. Are your sales keeping
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GUSTAV BRANDBORG
Vice Pres. & Gen. Mgr.
Represented by EDWARD PETRY & CO.
HAROLD C. STUART
President
Broadcasting
December 30, 1957 • Page 63
FILM CONTINUED
PROGRAM SERVICES
sales rights, are actor-producer Kirk Doug-
las, whose Bryna Productions reportedly is
about to produce a television series based
on its forthcoming theatrical release, "The
Vikings"; director Stanley Kramer, and pro-
ducer Joseph Manckiewicz, whose Figaro
Productions is owned partly by NBC-TV.
Meanwhile, in Los Angeles to work out
arrangements with other UA producers for
the projected United Artists Playhouse an-
thology series [Film, Dec. 23], Mr. Eells
last week issued this optimistic statement:
"I am confident UA-TV will be more than
ready for the mid-February selling season
with several properties. We are well in ad-
vance of our hoped-for schedule because
production discussions have accelerated
tremendously." A fortnight ago, Mr. Eells
told newsmen that UA-TV was shooting
for an April deadline.
Alexander Film Co., Colorado,
Purchased by Management Firm
Allied Film Co. has completed negotia-
tions to purchase Alexander Film Co.,
Colorado Springs, Colo., according to an
announcement by Don M. Alexander, presi-
dent of the firm bearing his name. Principals
in Allied are the Cleveland, Ohio, manage-
ment consultant firm of Fleming, Talbert &
Munroe and the present secretary-treasurer
of Alexander Film Co., E. B. Foster.
Keith Munroe of the Cleveland firm, who
has been acting as executive vice president
of Alexander Film Co. since July 1, will
become president, and Mr. Alexander will
resign that post, assuming chairmanship of
the board. Continuing on the board will be
Don Alexander Jr., Thomas M. Burgess,
Mr. Munroe, John Talbert and Mr. Foster.
The new owners have taken over an agree-
ment to buy a major interest held since
October 1955 by Harold Kaye, New York
advertising executive, and associates. This
group has resigned from the board.
Mr. Munroe has announced plans to de-
velop the Alexander company into a na-
tional marketing organization, diversifying
production activities and developing a mer-
chandising organization "covering the en-
tire panorama of the advertising horizon."
NTA Moves to Larger Quarters
National Telefilm Assoc., New York, was
scheduled to move to larger quarters over
the weekend at the newly built Coliseum
Tower, 10 Columbus Circle, New York.
The telephone number, starting today ( Mon-
day), will be Judson 2-7300.
Outlets Go for CBS Film Plan
CBS Tv Film Sales Inc., New York, has
sold more than 6,000 half hours of pro-
gramming under its "Sales Safari," plan, ac-
cording to John F. Howell, general sales
manager. The plan which was begun on
Oct. 28 and will be in effect until tomorrow
(Tuesday), makes available to stations 528
half hours of programming at greatly re-
duced prices for that period. Nine CBS
Film series make up the package. Stations
are allowed to select any combination of
shows and number of runs of those shows.
Thus, it is possible for a station to get max-
imum discount if it purchases all 528 half
hours for one run, or half that number for
two runs.
The series included in the special offer
are Amos 'n Andy, The Whistler, Mama
Life With Father, Brave Eagle, Our Miss
Brooks, The Honeymooners, Files of Jeffery
Jones, Cases of Eddie Drake and San Fran-
cisco Beat.
European Expansion Announced
By Screen Gems7 Fineshriber
In line with increased sales activities in
Europe during 1957, Screen Gems Inc.,
New York, today (Monday) is announcing
enlargement of the technical operations in
its London office and the expansion of its
coverage on the Continent.
William Fineshriber Jr., director of in-
ternational operations for SG, observed
that the expansion program follows "a sub-
stantial" increase in sales in Europe and in
other international markets. He declined to
pinpoint the percentage of increase over
1 956 but said that with the growth of tv in
Europe and other parts of the world, Screen
Gems' overseas gross revenues in "two to
four years will be about 30% of the U. S.
gross."
In the London office, Mr. Fineshriber re-
ported, Isobelle Ibbott has been appointed
traffic manager for the United Kingdom
and the Continent and Doreen Newell has
been named executive secretary to John
Cron, managing director of Screen Gems
Ltd. Two new employes, he said, also have
been added to the technical staff handling
traffic, print servicing and dubbing.
Mr. Fineshriber also said Screen Gems
is about to open its own office in Paris on
the Champs Elysee, which will be under the
supervision of Mr. Cron. Joining Screen
Gems to work out of the new Paris branch
as European sales representative, Mr. Fine-
shriber said, is George Blaug, who has
been with Columbia Pictures International
for five years.
Mr. Fineshriber, who returned two weeks
ago from a two-month business trip in
Europe, reported that Screen Gems' business
there is "well ahead" of 1956 and the com-
pany "is operating in the black overseas."
He acknowledged that prices for film prod-
ucts are not large but pointed out that with
the constant increase in tv set circulation,
the expansion in the number of tv stations
and the adoption of commercial tv in one
form or another by various European coun-
tries, the outlook for the future is "very
bright."
FILM PRODUCTION
Jon Hall-Cowan Enterprises, Hollywood, is
filming Malolo of the Seven Seas, tv series
in 39 parts, on 35 mm Eastman (color and
monochrome) on location on island of
Maui in Hawaiian group.
Normandy Productions reports completion
of 26 half-hour Tugboat Annie tv films for
Television Programs of America, using
U. S. and Canadian harbor locations.
Ziv Year-end Report Discloses
Gross Volume Up 53% over '56
The gross dollar volume for all Ziv divi-
sions during 1957 rose 53% over 1956
levels, Frederic W. Ziv, board chairman
of the Frederic W. Ziv Co., disclosed last
week in a year-end report of the company's
activities in various facets of radio and tv
programming as well as sales.
In television, Ziv television programs'
syndication division increased sales by 57%
above those of 1956, according to Mr. Ziv;
this rise was highlighted by a 73% rise in
multi-market sales. Ziv Economee, which
handles re-run programs, registered an 83%
rise this year over 1956, attributed by Mr.
Ziv to the "increased popularity of 'strip'
programming in the late afternoon or early
evening hours." The national sales division,
Mr. Ziv reported, scored a 33% increase
over 1956, spotlighted by the sale of Harbor
Command to Theo. Hamm Brewing Co. for
57 markets and to Miles Labs for 18 markets
and The New Adventures of Martin Kane
to Anheuser-Busch for 12 markets. The
international division, he said, raised its
sales volume to a level 120% over that of
1956.
Mr. Ziv observed that the company's in-
vestment in tv film production amounted to
$12 million, as against $8 million in 1956,
and added that $16 million has been ear-
marked for production in 1958.
In radio, the company's World Broadcast-
ing System registered a 2 1 % increase in the
number of new contracts signed in 1957 as
compared with 1956 and a 17% increase in
the number of renewals, according to Mr.
Ziv. During the year, World Broadcasting,
which supplies radio stations with program-
ming materials, merchandising ideas and
selling tools, introduced Sound-O, a mer-
chandising idea based on a radio quiz game
and two new programs, Top Tunes of Our
Time and Words to Remember.
Bramson Forms C-C Operation
The formation of a closed-circuit tv oper-
ation by Bramson Entertainment Service,
New York, has been announced by Nat
M. Abramson, president. Mr. Abramson,
who also is manager of the WOR New York
Entertainment Bureau, will maintain offices
at 1440 Broadway, New York. Telephone
number is Longacre 4-8000. Mr. Abramson
already has conducted several closed-circuit
tv programs for fraternal and religious
groups in the New York area and will
handle the closed-circuit telecast of a meet-
ing of the New York State Grand Lodge
of Masons from Oswego, N. Y., to various
cities in the state.
Tela Forms C-C Tv Network
Tela Electronics Div. of Meilink Steel
Safe Co. (GianTView projection equipment),
Toledo, Ohio, is forming a closed-circuit
tv network linking the country's major cities,
it has been announced by S. R. Akers,
Meilink president. W. R. Smith, sales man-
ager of the Tela division and formerly vice
president of the East-West Tv Network,
Toledo, has been appointed sales manager
of the GianTView Closed-Circuit Network,
Page 64 • December 30, 1957
Broadcasting
NOW S the tir
with headquarters at 901 Livernois, Fern-
dale 20, Mich. The network will use AT&T
connections and offer origination, produc-
tion, transmission and reception services
to organizations for meetings and programs.
Six Arizona Companies Join
Antennavision Community Tv
Six Arizona community antenna tv sys-
tems and engineering companies have been
consolidated with Antennavision Inc. of
Phoenix, according to an announcement by
Bruce Merrill, Antennavision president.
Antennavision, founded in 1952, serves over
8,000 families in Arizona and has 2.5 million
feet of coaxial cable installed.
The new components of Antennavision
Inc. are Arizona Community Television
System Inc., which serves the San Manuel
and Ray-Sonora areas; Clifton-Morenci
Community Television Inc.; Winslow-Hol-
brook Community Television Inc.; Antenna-
vision Inc. of Globe-Miami-Safford; CTV
Constructors Inc., and Antennavision Manu-
facturing and Engineering Co. Three of these
firms had been linked to the Antennavision
organization.
The corporation's officers are Bruce Mer-
rill, president; Paul Merrill, Safford, vice
president; Willard Shoecraft, Globe, vice
president; Earl Hickman, Phoenix, secre-
tary, and Nelson Wirick, Phoenix, treasurer.
Roy Goodman, Phoenix, is sales manager
for the firm, and Edward Furman, Safford,
and Bruce Kinkner, Globe, are district
managers.
L. A. Mayor Approves Ordinances
For Pay Tv; Referendum Move Seen
Los Angeles Mayor Norris Poulson on
Dec. 20 signed ordinances adopted by the
City Council two days earlier authorizing
operation of two closed-circuit toll tv sys-
tems in that city. Southern California
Theater Owners' Assn., which has opposed
toll tv as "sounding the death knell for
free tv as well as motion picture exhibition,"
is expected to start collecting signatures
calling for public referendum.
Julius F. Tuchler, SCTOA spokesman,
bitterly assailed Los Angeles tv stations, net-
works and NARTB for "having taken a free
ride" on a nine-month campaign fought by
motion picture exhibitors. He urged stations
to "stand side by side" with theatre operators
to defeat toll tv in other cities and "save
the tremendous expense of going on the
ballot by referendum as we are forced to
do in Los Angeles."
Thesaurus Issues 'Booster'
RCA Thesaurus has announced the re-
lease of another "sales booster" commer-
cial lead-in radio campaign to subscriber
stations, under the title of "Impersona-
tions" and featuring impersonated voices
of 52 personalities. In the transcriptions,
the announcer follows the voice by saying:
"That was an impersonation. Now, for some-
thing real, listen." The local commercial
announcer then delivers the sponsor's com-
mercial message.
INTERNATIONAL
News Firm for Commercial Tv
In Britain 'Success/ Says Head
The operation of Independent Tv News,
established at the outset of commercial tel-
evision by the British program packagers as
a means of competing with BBC's top-flight
news organization, was termed last week "a
complete success" by Geoffrey Cox, editor
and chief executive of ITN.
Mr. Cox and an associate, John Carter,
ITN film manager, were in New York for a
10-day business trip, conferring with CBS
Newsfilm officials and studying the news
operations of the various networks. Mr. Cox
said that from the beginning of commercial
tv in Britain, ITN has had an arrangement
with CBS Newsfilm and he credited that
organization with playing a significant role
in the service ITN has been able to provide
to the five commercial stations in Britain.
The six program contractors in Britain,
Mr. Cox explained, set up Independent Tv
News to supply national and international
news to the commercial tv stations. The
stations, he added, provide their own local
programming, but ITN, as a pooled effort,
can make national and international cover-
age available on a more economical basis.
ITN maintains its own studios, complete
facilities and a staff of more than 150 peo-
ple, according to Mr. Cox. Programs are
carried to each station's transmitter by land
lines, he said. Program contractors pay ITN
a sum proportionate to the number of view-
ers in the station's coverage area.
ITN currently supplies a 10-minute and a
15-minute news program each day plus a
special half-hour program weekly on foreign
affairs called Roving Report. Next month
ITN will feed the stations a new 15-minute
program weekly titled Tell the Public,
which Mr. Cox described as "a combination
Face the Nation and Mike Wallace Show."
He stressed that ITN's arrangement with
the program contractors gives the organiza-
tion "complete editorial independence." He
said at the start of ITN's operation there
was a belief in Labor Party circles that the
news organization would be "biased in favor
of big money" and an apprehension on the
part of Conservative Party elements that
ITN would be "sensational, yellow journal-
ism." He said he was pleased to report that
each faction today is "kindly disposed to our
objective, balanced coverage."
The arrangement with CBS Newsfilm, he
said, provides for that organization to air-
mail to ITN daily film footage, selected for
its likely appeal to British audiences. In turn,
CBS Newsfilm, according to Mr. Cox, has
bought film coverage from the ITN. His
organization, he said, relies on CBS News-
film for coverage in areas throughout the
world where ITN is not strongly represented.
Mr. Cox was impressed with rear-screen
projection and other techniques used on
U. S. tv programs and hopes to incorporate
some of them on ITN news programs.
Brophy Heads New Canadian Firm
R. M. Brophy, at one time with NBC
in New York, is president of a new Cana-
dian company specializing in radio com-
munications equipment, Canadian Motorola
Electronics Ltd., Toronto, Ont. The new
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December 30, 1957 • Page 65
INTERNATIONAL continued
company has a long-term agreement with
Motorola Inc., Chicago. Mr. Brophy also
is president of the Canadian operations of
the Netherlands Philips radio organization,
Philips Canadian Industrial Development
Co. Ltd., and former chairman of Rogers
Majestic Electronics Ltd., Toronto. A new
plant is being built for the Canadian Motor-
ola organization in Toronto's suburban
North York area.
International Surveys Issues
Data on Canadian Audiences
International Surveys Ltd., Toronto, has
published its second issue of Seasonal Lis-
tening and Viewing Habits in Canada.
Facts, maps and graphs are given on both
media for all of Canada, for the combined
Montreal-Toronto-Vancouver area and for
the three major markets separately.
The 77-page broadcasting survey offers
seasonal, hourly, patterns for regions, cities,
average days in the nation and daily seg-
ments. Other features are composition of
audience, top network shows and figures on
sets and set location in homes. International
Surveys, which claims it was the first re-
search organization in Canada to publish
regular 1 5-minute station time-period audi-
ence reports, says its Seasonal Listening and
Viewing series also is the first of its kind in
that country.
CBC Board Will Consider
Restriction on Giveaways
A regulation to limit giveaway programs
is to be considered at a public meeting of
the board of governors of CBC at Ottawa
in February, A. D. Dunton, CBC chairman
has announced. The proposed regulation
would "prohibit broadcasting of any offer
of any prizes, gifts or bonuses or any con-
test, except a contest involving skill only,
provided that all the participants are pres-
ent in the broadcasting studio and take part
in the broadcast concerned, or that entries
are made in writing and the award or size
of all prizes depends on the examination
and judging on their merit of all such en-
tries."
The decision to consider the proposed
regulation follows a warning of Sept. 30
that formal regulations and disciplinary ac-
tion may follow unless certain minimum
standards are met on giveaway programs.
The minimum standards have the support of
the Canadian Assn. of Radio & Tv Broad-
casters, representing most independent sta-
tions. The proposed regulation does not
eliminate the use of box tops and similar
items in contests. The Sept. 30 warning had
included a stipulation that contestants must
not be required to pay any sum of money
or have proof of purchase such as box tops
to enter the contests.
Canadian Tv, Radio Sales
Up in October, Says RETMAC
Television set sales in Canada in Octo-
ber marked the first upward move in more
than a year, with 70,537 sets sold, accord-
ing to figures of the Radio-Electronics-Tele-
vision Manufacturers Assn. of Canada.
Total tv set sales in the first 10 months
of 1957 amounted to 365,875, compared
with 498,340 in the same 1956 period. On-
tario accounted for 135,973 sets out of
the total, Quebec 101,249, British Colum-
bia 32,599, and the remaining seven prov-
inces 97,000.
Radio receiver sales were up again in
October to bring the January-October total
to 452,637 sets as compared with 433,620
sets in the 1956 period. Portable set sales
in the first 10 months of 1957 amounted
to 46,002 as compared with 36,341 in the
1956 period, and automobile sets were
105,823 in the January-October 1957 pe-
riod as against 93,043 in 1956.
CBC Ordered to Pay $3,000
In Invasion of Privacy Suit
Friday the 13 th was not a good day for
CBC. In Quebec Superior Court at Montreal
Dec. 13 the CBC was ordered to pay $3,000
and costs to 77-year-old Dr. Evelyn E. Rob-
bins of Montreal. The court found that the
privacy of the doctor had been intruded
upon following an incident Feb. 8, 1956,
when his name and address had been flashed
on the screen in the CBC's tv network
program Tabloid.
The late Dick McDougall, the program's
emcee at the time, urged viewers to write
or telephone Dr. Robbins "to cheer him
up," after reading a letter of criticism the
doctor had written the program's producer.
The case came before the Montreal court
Dec. 12. The doctor claimed damages of
$10,000 for invasion of privacy, humiliation,
and loss of income. He testified that within
minutes after his name and address appeared
on the tv screen, he received telephone calls,
unordered taxicabs, and even barbecued
chickens. He said his phone rang steadily
for three days and that he finally had to
ask for a new number. He claimed to have
received 103 letters in a few days, his
health suffered and he had lost $300 a
month in income since the incident.
New European Headquarters
Opened by Nielsen in England
A. C. Nielsen Co. Ltd opened and dedi-
cated its new European headquarters (Niel-
sen House) the past fortnight in Oxford,
England, amid a gathering of some 400
advertisers, agencies, tv program contractors
and Nielsen's U. S. and foreign represent-
atives.
The company noted the "insistent de-
mand" from both American and foreign
manufacturers for more marketing research
in European countries. Unilever Ltd., Niel-
sen's first client in the United Kingdom, is
also the market research firm's largest
throughout the world, according to Lord
Heyworth, Unilever chairman, who pre-
sided at the ceremonies.
Save for the 220 field workers and the
London client service staff for the Nielsen
Television Index, the whole British staff is
accommodated in the new 53,000-square-
foot Oxford headquarters. A. C. Nielsen,
founder and chairman of the American and
British firms, pointed out the latter com-
pany now employs 900 persons. All Nielsen
overseas operations are funneled through
the British firm.
ABROAD IN BRIEF
TV COUNT-OFF: Sets and prospects: East
Germany, 125,000, total held down by high
prices, "propaganda programming," accord-
ing to observers; Austria, 15,000, growth
tripled this month, with 3,500 set sales;
Switzerland, 30,000, annual growth rate of
20,000, which may increase if "break-
through" is reached (Several new tv trans-
mitters currently are being added in Switzer-
land); Philippine Islands, slightly under 15,-
000 (Pan American Broadcasting Co., inter-
national station representative, credits a
recent increase in set sales to importation
of American programs by DZAQ-TV, the
only commercial tv station in the Philip-
pines); Japan, 630,000, a total increasing
by more than 30,000 a month.
BETTER BELGIAN COVERAGE: Eight mil-
lion of Belgium's total nine million popula-
tion will be in reach of a tv signal by
April 1958, according to a plan released by
the country's official broadcasting service.
Current 2 and 6 kw transmitters will be
boosted to 20 kw each, and some will be
relocated.
TV'S TOLL: Tv competition has forced more
than 100 British movie houses to close in
the past seven months, according to testi-
mony given by a government trade spokes-
man before the House of Commons last
week.
TOKYO TOWER: A 1,082-ft. tower is un-
der construction by the Nippon Television
City Corp. in Tokyo, it has been announced.
Included in the total height is a square,
241 -ft. antenna.
FIRE IN PHILIPPINES: Four stations of the
Manila Broadcasting Co. went off the air
Dec. 16, when fire razed the central trans-
mitter for an estimated $100,000 loss. They
were DZRN, DZPI, DZMB and DZHE.
Origin of the fire was undetermined.
RED RECIPROCITY: Communications min-
isters of Communist countries agreed last
week to exchange radio and television pro-
grams, it was reported by Tass news agency.
Telecommunications and mail service ex-
changes also were set up for Soviet bloc
nations, which include, besides the U.S.S.R.:
Czechoslovakia, Poland, Romania. Bulgaria,
Hungary, Mongolia and Red China. Yugo-
slavia last fall announced it would adopt the
7-mc bandwidth of Western European coun-
tries (Soviet satellites are on an 8-mc width),
and it was reported planning links with Italy
and Austria but not with the Soviet bloc
[International, Oct. 7].
TWO MILLION TARGET: With registered
television sets in West Germany past the mil-
lion mark, manufacturers have set their
sights on two million, a goal they expect to
reach late next year or early 1959. This goal
is based on record sales for this year [In-
ternational, Dec. 9] and prospects for free
enterprise broadcasting, if present legislative
Page 66 • December 30, 1957
Broadcasting
PROGRAMS & PROMOTIONS
efforts succeed. Radio figures reported for
West Germany on Nov. 1 were 14.278,985
licensed sets, with a monthly growth rate of
55,000.
ROAD SHOW: A 1953 ban on tv sets in
automobiles was invoked in Hamilton, Ont.,
this month when Harold Smith was charged
with having an 8-in. set installed inside
of his convertible. The motorist is scheduled
to appear in court on the charge Jan. 2. He
will be liable to a $5-50 fine, if found guilty.
Mr. Smith stated that he only watches tv
while he has the car parked at a quiet spot
on the side of the road.
SILENT NIGHT: A strike by radio-tv tech-
nicians of the French government broad-
casting system canceled Christmas broad-
casts Dec. 24 and 25. Special shows planned
for Radiodiffusion Television Francaise were
a midnight mass, a pantomime of the
Nativity, children's shows and feature films.
Earlier in the month, the government-oper-
ated radio station of the Saar was silent
for one day as 360 striking employes de-
manded a 20% pay raise. Broadcasting re-
sumed the next day when the station capit-
ulated to their demands, based on currency
fluctuations occurring during the Saar's
transfer from France to Germany.
INTERNATIONAL SHORTS
Seven-Up Ontario Ltd. (soft drinks)
Toronto, on Jan. 4 plans to start half-hou^
Walt Disney tv show Zorro on CBC tv net-
work. Agency is Vickers & Benson Ltd. in
that city.
Max Factor & Co. (cosmetics), Toronto, has
appointed James Lovick & Co. that city,
effective Jan. 1.
CKAC Montreal, Que., will inaugurate its
50 kw transmitter (built by Canadian GE
and utilizing germanium rectifiers and tran-
sistors) in mid-January on 730 kc.
CBWT Winnipeg, Man., plans to move
from channel 4 to channel 3 to improve
reception throughout area southwest of city
and close to that covered by KXJB-TV
Valley City, N. D., 200 miles south oi
Winnipeg. Both stations went on air on
channel 4 about same time, May 1954, and
there has been consistent interference in
fringe areas. CBWT makes move at cost of
about $60,000 and expects to complete it
early in 1958.
CKBI-TV Prince Albert, Sask., reports it
became secondary affiliate of CBS-TV Dec.
15.
CFRS Simcoe, Ont., is doing weekly pro-
gram of local Canadian news for broadcast-
ing to Canadian armed forces serving with
United Nations Emergency Force in Middle
East. Program, under supervision of Ted
Fielder, managing director of CFRS, is
being prepared by station and sent to Middle
East by Canadian Department of National
Defense. Other Canadian independent radio
stations are supplying messages from rela-
tives of men serving in area for inclusion in
one-hour program.
Broadcasting
KMOX Sets Stereophonic Show
Listeners will hear the second stereo-
phonic program to be offered by KMOX
St. Louis during the holidays when that sta-
tion and KCFM (FM) there pick up the
Boston Pops Orchestra from St. Louis'
Chase Hotel tomorrow (Tuesday). The first
holiday stereo show for KMOX was its
Christmas Eve broadcast of a midnight
mass from the New Cathedral. Conductor
Arthur Fiedler's New Year's Eve bill will
include marches and themes from opera,
Tin Pan Alley and broadway shows, KMOX
has announced.
Buyers Get WNCT's Map & Facts
A "Station Effectiveness Map" is being
sent to timebuyers by WNCT (TV) Green-
ville, N. C, in which the usual contours
and circles are replaced by penetration statis-
tics and viewership. The station keeps agen-
cies posted on market growth with a
periodical report and space is provided on
the map to stick the new data.
KNUZ Polls Housewives1 Choice
In an effort to determine what kind of
music the average housewife likes to hear,
KNUZ Houston conducted a weekly poll
of homemakers all along the Gulf Coast.
The station reports that as a result of the
six months' promotion, it has learned that
they like music with a swinging beat, but
they want the lyrics to have some value.
For example, the station reports that they
turned thumbs down on such big sellers as
"Little Bitty Pretty One" and "Black Slacks."
The KNUZ panel of women consists of
300 housewives who send in a list of their
five favorite songs each week. They also
are asked to vote against the songs they find
irritating, objectionable and the ones of
which they are growing tired. The winning
songs in the poll were played on the KNUZ
Housewives Hit Parade.
Silence May Be Golden, But . . .
A contest to find a parakeet talented
enough to repeat station breaks identifying
WINS New York is being conducted by the
station with the winning bird to receive a
lifetime supply of parakeet feed and the
owner a cash prize of $25. WINS says over
SANTA CLAUS paraded for WIP Phil-
adelphia outside the hotel where the
Radio & Television Executives Society
were holding its annual Christmas
party, bearing the sign: "Beware of
Imitations — Buy WIP."
7,350 parakeet owners in the area claim
their birds can do it. The station's engineers
plan to visit homes with tape recorders.
'Negro Radio' Booklet by KATZ
A sales manual titled "Why Negro Ra-
dio?" is available from KATZ St. Louis,
Mo., dealing with the problems of a station
catering to a large negro market.
'The Last Word' Returns to CBS
The CBS Radio series, The Last Word,
devoted to the vagaries of the English lan-
guage and the meaning of words returns
Jan. 7, 9:30-10 p.m., after a four-month
absence. The CBS Public Affairs series is
also on CBS-TV, Sunday, 3:30-4 p.m.
KOCS Gets Weekly Write-Up
A weekly column, discussing programs,
promotions and sponsors of KOCS Ontario,
Calif., is being run in the Ontario-Upland
Daily Report, titled "On the Air with
KOCS."
Complete JW'G'JW Likwj
NOW ON
WAKRTV
during PEAK EVENING hours
AKRON
BURKE • STUART, INC
New York, Chicago, Detroit, Hollywood
San Francisco
or KEN KEEGAN
PO 2-8811 Akron
December 30, 1957 • Page 67
OPINION
One of the most expert and outspoken exponents of live television is
David Susskind. Talent Assoc., which he formed in partnership with
Alfred Levy, has produced many major television series. Currently
it is handling Armstrong Circle Theatre, six of the Dupont Show of
the Month series, and the fairy tale series for Rexall.
Now 36, Mr. Susskind is a Harvard graduate who wanted to be a
college professor. But after Navy service during the war he changed
his mind, became first a press agent, then an actors' agent.
Mr. Susskind holds strong views on the superiority of live produc-
tion over film, and in this tape-recorded interview with Broadcasting
he presents them forcefully and articulately. In a subsequent issue
Broadcasting will present the other side of the coin in an interview
with Leslie Harris, vice president in charge of CBS-TV Film Sales.
"THE ONLY EXCITING TV IS LIVE"
Producer David Susskind indicts 4get-rich-quick' mediocrity of filmakers
Mr. Susskind, you and Talent Associ-
ates have been rather outspoken advo-
cates of live — as distinguished from
filmed — television. I think you've been
quoted as saying that tv was invented
to be live. Would you justify that?
Well, I can justify it out of my own con-
victions. The only exciting tv I've ever
seen has been live. I am utterly unable
to remember any distinguished filmed tv.
All the filmed tv I've seen has been dis-
tinguished by a kind of uniform mediocrity
and by an economy of shooting and pro-
duction which make it pretty lacklustre as
entertainment. On the other hand, "'Peter
Pan," "Cinderella," "Marty," "The Rain-
maker," "Requiem for a Heavyweight,"
"The Helen Keller Story," "A Night to
Remember" — the list of live distinguished
accomplishments in tv — is extremely long.
(Mr. Susskind later called the filmed /
Love Lucy and Dragnet "brilliant excep-
tions" to the run of film fare.)
I also have the feeling that there is a
different philosophy governing the doing
of live shows. Filmed shows are being made,
for the most part, by "get-rich-quick" people
who regard television not as an art form
or an area for creative expression, but as
an opportunity (like a gold mine or an
oil well) to accomplish endless residuals,
to be able to live unto the fourth genera-
tion on the income from fast and cheap
production. I find this shocking and I
loathe it.
Well, would you tell us first how you
got into live television?
Well, in 1947, I saw my first television
set. It was over at NBC. The screen was
about six inches in diameter and there was
a technician there. I asked, "What is that?"
And he said, "That's television." Some
pretty girl was modeling clothes and turning
and posing and I said, "Oh my God, that's
television!" And this man said, "Yes, that's
what it is all right." And I said, "Well,
is it going to be out? Are people going to
have it?" And he said, "Are you kidding?
This thing is going to be everywhere."
It sounds a little corny, I suppose, but
I wanted to be part of that new phenom-
enon. So in 1948 my partner, Alfred Levy,
and I organized Talent Associates.
What were you doing in 1948?
We were talent agents and radio-package
programmers. And we had a number of
them on the air at the time. We had the
Andrews Sisters for Campbell Soup, Burl
Ives on for Philco, and Jack Smith on for
Oxydol. We decided to go into television
production and packaging and management
of talent and we've been in it ever since.
(Mr. Susskind said later that Talent Asso-
ciates no longer manages talent.)
What was the first television package
you sold?
The Philco Television Playhouse in 1949.
What are some of the other shows you
packaged?
Well, subsequent to that we packaged Mr.
Peepers; a show called First Person for Gulf
Oil; Bonino starring Ezio Pinza for Philip
Morris cigarettes; Jamie starring Brandon
de Wilde for Duffy-Mott, and Armstrong
Circle Theatre, first as a half-hour show,
subsequently an hour show.
And what shows have you on now?
One of our major projects this season is
The Du Pont Show of the Month, 90-minute
specials presented monthly from September
to June. For Du Pont, Talent Associates is
producing the six dramatic shows. The
remainder are to be musicals, produced by
CBS.
We also have two spectaculars for Rexall.
The first one, "Pinocchio," was done Oct.
13; the second will be April 27, "Hansel
and Gretel." And we have a number of
new program packages, too, to be put on
the air in January and in the fall. We've
also done Justice for Herbert Tareyton
Cigarettes and Kaiser Aluminum Hour.
We've had quite a number.
Can we go into the cost of live versus
film for a second?
I think actually live is cheaper. Strange,
because there's a greater quality quotient
AND it's cheaper. To be specific, a half-
hour live show in the situation comedy or
mystery or dramatic genre would cost
roughly $25-27,000 for a half-hour live.
The same show would cost $35-37,000 on
film. Now the film men say: Yes, but we
will allow you to rerun 13 of the best films
in the summer at half the price of the
original purchase. That theory is fallacious
because the films really weren't good enough
the first time and the second run generally
has a tremendously reduced audience.
For the sake of argument, suppose a
show is a good filmed show, you're spend-
ing $35,000 on it and you do get a replay
Page 68 • December 30, 1957
Broadcasting
on it, forever and ever, for the $35,000-.'
But you don't get a replay forever and
ever. The sponsor pays for each replay.
That's true, but the second time he
doesn't pay as much as he has the first.
If you spend $25,000 (I'm talking from
an advertising point of view) on a live
show, it's for one time and one time only.
Not necessarily, because we now have a
new thing called video tape, which repro-
duces a wonderful picture. It has almost the
definition and clarity of film. And that tape
would allow you to rerun the best of your
series at even less than the film reruns.
You were saying the filmed show isn't
good enough to get a really good audience
on the first run. I'm thinking of things
like Lucy, which got pretty good audi-
ences.
Well, there are some very distinguished
exceptions. I think Lucy and Dragnet would
qualify as brilliant exceptions. But when you
talk about live versus film, I presume you're
dealing with the general level of film and
live. And in those terms film simply doesn't
measure up. 1 think film has other ulcers
besides quality.
You think it is the fact that it is being
filmed which gives it the ulcers?
Yes, there is built-in, economic agony in
film under the present structure and cost
of television. And that's this problem: Film-
ing is very expensive and requires time,
technicians and equipment all out of propor-
tion to live television. The cost is staggering.
The only way films can be made practicable
and profitable is if they be done with enor-
mous, incredible speed. The average half-
hour film for tv is done in 2 or IVi days.
More time than that would make it a loser, a
financial debacle. Therefore, they wrap it
up on celluloid before they've had an op-
portunity to really work over the material.
Now take the equivalent half-hour show as
a live project. You would begin eight days
before air time — ample time to rehearse and
refine. For example, on "The Bridge of San
Luis Rey," the Du Pont show for January
we will have eight days to rehearse over and
over again — finding new values, deeper
meanings, better characterization, more in-
teresting extensions of the conflict. You
have the opportunity to create something
worthwhile.
This is a business of exploration, seeking
finding, changing, rehearsing. And film for
tv under the economic "musts" that prevail
obliterate that possibility and make it an
uncreative disaster. Summing it all up, filmed
tv fights the clock. Time is the essence; time
is the watchword and time is profit or bank-
ruptcy. We in live television have a much
longer period to distill, and change, and
create and perfect. And we are not fighting
the clock except for the inevitable idea that
we go on next Tuesday at 9 o'clock; that's
the clock that exists for all of us. But we
have much more time. And I think therein
lies the huge distinction between the quality-
level of film and live tv.
/ have an offbeat question — it really
is not television but radio. In "Pinocchio"
you used, in addition to your television
coverage, a number of radio station hook-
ups— is that right?
Broadcasting
•--Yes, we did a radio simulcast of the tv
show with a special narration written for
radio.
Do you think that will be the start of
a trend in that kind of thing for a live
show?
I couldn't begin to answer that positively
or factually. I only know that this client,
Rexall, wanted maximum coverage. They
aimed at 100% penetration. Now that's an
illusory hope, but they implemented their
tv coverage with radio in the hope that even
those few areas in the country where tv
does not penetrate would be covered. I
think that in that regard they were wise and
that they accomplished their ambition.
How successful was the radio show?
I have no idea. I haven't looked at a
radio rating since 1947.
On "Pinocchio" — that show was not in
color.
No, it was not.
Was there any reason for that?
Yes. The Rexall Company is located in
Los Angeles. They would have seen "Pinoc-
chio" on a kine. They are most unhappy
with the quality of color kinescopes and,
as a consequence, would have no part in it.
Well, in tape you wouldn't have that
problem.
No, tape would eliminate a good deal of
that, although I have yet to see a tape re-
production of a color show.
Do you like the color medium to work
with? Does it make any difference to
you?
Oh yes, it heightens the values all around.
It gives shows another important dimension.
Do you think that in the long run
advertisers will swing around to your
thinking that live television gives them
more value than film?
Yes, and quite soon.
They haven't seen the light yet?
They are seeking it right now. I think
the pendulum is beginning to swing in the
direction of live television. Specific inquiries
addressed to us from advertising agencies
seeking new live programs to replace filmed
shows currently on the air. And this is
happening in such numbers and with such
frequency now that I think it's more than
haphazard; I think it's indicative of a trend.
The advertiser is beginning to see the main
fallacies in thinking that drove him into
film.
The first was, let's go to film because
it will open up the horizons of your show.
You can go anywhere and do anything on
film. That's fallacy No. 1 because the eco-
nomics are such that the producer is pretty
much confined to the sound stage to bring
it in in 2Vi days. And what outdoor se-
quences he does incorporate are generally
from the stock library. As a consequence,
film dramas now are quite as cloistered and
parochial in geographical terms as live
drama.
Fallacy No. 2 is, let's go where the stars
are. If you go to film out in Hollywood, it
will open up the Valhalla of big-name stars,
strike up the band
for daytime
sponsors, too!
ARB's September ratings show
WMAL-TV's American Bandstand first
with audience, with a resounding
5.5 .. . and 34.8 % of audience. This
Bandstand audience is 47% adult, with
2.3 viewers per set . . . highest
for the time period.
Sponsors getting good sales music:
Coca-Cola, Robert Hall, Kessamin,
Ivory Flakes, French's Instant Potato
Mix. Adjacencies : Thompson's Dairy,
Evening Star, QT Frosting, DuPont
Laundry, Briggs Meat Products,
Luzianne Coffee, Lay's Potato Chips.
On our 12-Plan. . . .$36.00 a spot
On our 6-Plan 43.20 a spot
On our 3-Plan 57.60 a spot
real lively daytime
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December 30, 1957 • Page 69
OPINION CONTINUED
and big-names stars spell success, Mr. Spon-
sor. This is a fallacy because the truly big
stars are too rich, too tired, too independent
and too lazy to do tv — film, live or any
other way. Spencer Tracy, Katherine Hep-
burn, Marlow Brando, Clark Gable, Cary
Grant — these truly top marquee performers
in Hollywood don't do television. Those that
have "consented" to do tv in almost 90%
of the cases can't act their way out of a
paper bag and, secondly, won't draw an
audience. These same "stars" (?) aren't
drawing people to the movies. You can go
into Broadway movie houses and see only
100 persons sitting in a 4,500-seat house
with the same people's names on the mar-
quee that the sponsor is now insisting on
having on his television program. So I think
this proposition has proven to be nonsense
on two counts — they can't act and they don't
draw!
And fallacy No. 3, the residual philoso-
phy: Let's do it so we can rerun the films.
Well, they've discovered their audiences are
so slim and unenthusiastic in the summer —
during the rerun time — that this argument
has proven to be something of a boomerang.
There is a fourth reason on the part of
our network chieftains — equally fallacious
— that New York hasn't the facilities and
centralization of operations. In Hollywood,
all of the facilities are quite centralized, and
so is the sterility, so is the lack of inspira-
tion, and so is the ineptitude of the product.
I don't care about being dispersed in New
York. I don't think we have the facilities
they have in California, but that is all they
have. We have the largest and best reser-
voir of talent here — acting and writing and
other creative talents. Like London, it is
here that our theatre exists, it's here that
the major creative artists function. And to
move the industry out to that Blind Man's
Bluff called Hollywood is sheer nonsense.
Do you think that the real or supposed
lack of facilities here is going to con-
tinue to send it westward?
No. I don't think that truly sent it west-
ward. I think that was an after-the-fact
rationalization.
Could you give us an example of a
company that's already switched from
film to live?
Yes, a very interesting example. There's
the number one corporation in America,
Du Pont. For several years it used the
Cavalcade of America series on film. This
year Du Pont inaugurated a new approach
to tv, switching to live, 90-minute shows,
presenting exciting classics, like "The Prince
and the Pauper " and "The Bridge of San
Luis Rey." Other shows are beginning to
make the switch and I think you'll notice
quite a swing come January and February
— and certainly by next fall.
Is there available material for tele-
vision programming?
Well, television is the most voracious
monster in the world, but there's no end to
creative people and there's no end to im-
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agination and thinking. I think television's
appetite for ideas and people is an exciting
challenge. We now have an industry and a
creative form of expression that can use
more imagination and talent than all the
other entertainment industries put together.
This will stimulate the young, talented peo-
ple of this country as it should stimulate
the gifted people who already are mature
artists. No, I don't think we're going to run
out of talent. I think we're going to have to
do a better job of finding it, nursing it,
bringing it along.
Isn't some of the talent nurtured by
television going to Hollywood — some of
the actors and some of the writers?
Certainly. We're being outbid constantly.
The old glamor of Hollywood is still there.
The actor who can make a feature motion
picture is inevitably impressed with that op-
portunity. The fee that he gets is all out of
proportion to what television could pay him.
His penetration throughout the world in a
motion picture is much greater than his ex-
posure on television. And so too with
writers. They will get more money and
their work will be performed all over the
universe, whereas at the moment we [tele-
vision] are confined to Canada and the
United States. Yes, we find a competitive
situation with Hollywood and yet, every
time they buy away a Rod Serling, Eva
Marie Saint or Grace Kelley, new Serlings,
Saints and Kelleys rear their wonderful
heads, and so we have an endless pouring in
Page 70 • December 30, 1957
Broadcasting
It is in New York that our theatre exists ... to move the industry out to that
Blind Man's Bluff called Hollywood is sheer nonsense.'
of new talent to replace the talent that's
drained away from us.
What will happen if pay television gets
off the ground? Do you think that's
going to hurt live television?
No, I think it'll help. I'm all for pay tele-
vision because I think it's another horizon
in the entertainment business, another
horizon in television itself, and I think it
will be a great opportunity for talented peo-
ple. It will force better quality from com-
mercial television. To compete, they'll do
better things more often. I think it's very
healthy. The controversy over toll-tv is to
be expected because all progress seems to
have terrible birth pains. Pay tv will come
and it will be a wonderful new frontier for
entertainment. I welcome it. I wish it would
hurry up.
What has Talent Associates to do with
NBC? Could you explain that for our
readers?
We have no present contractual relation-
ship with NBC. At one point, we were under
exclusive contract to NBC W2 years ago,
whereby all programs that we devised or
conceived would be on NBC only. That
contract has expired. Several of the pro-
grams we will do this season will be on
NBC, but that's a coincidence. As a matter
of fact our big Du Pont and Armstrong Cork
Co. projects are with CBS.
7s it also a coincidence that BBDO is
the agency you're working closest with at
the moment?
I like to think it's because they're the
smartest and best advertising agency. It's
more than coincidence. I think they have a
good corner on brains in the advertising
agency business.
I also like to think that we do a good
job for them, which is why they keep
coming back. The Armstrong Cork Co. is
very happy with Armstrong Circle Theatre;
Rexall was ecstatic with "Pinocchio"; Du
Pont is very pleased with "The Prince and
the Pauper." This is the best reason for our
doing business with each other.
Not long ago you were reported at
length as having comments on allega-
tions of censorship in television pro-
gramming. Do you want to comment on
that?
HOWARD E-STA*^
—•p-r- EL 5-0405
50 EAST 58th STREET
NEW YORK 22. N-
^AII Inquiries Confidential^
Yes, I'd like very much to comment on
that. I'm bored with the whining and com-
plaining about the sterility of tv, about the
censorship and the frustrations imposed by
sponsors and advertising agencies. I don't
find it to be true. There are exceptional
circumstances with exceptional sponsors and
agencies where the going is rough. But the
great majority of sponsors and advertising
agencies do give you your creative head.
They are honest, enthusiastic partners in the
common ambition to do the best possible
programming job. The good sense and the
basic intelligence that would pertain in mo-
tion pictures should and does pertain in
television. We obviously do not do shows
about homosexuality, miscegenation and
minority group problems that would offend;
neither is that sort of thing done in motion
pictures. There is no vicious, insidious,
stupid, ignorant set of strictures laid upon
you by an agency or a sponsor. I have found
them to be intelligent and cooperative peo-
ple.
How about the length of a program?
Do you think you could do a good job
on a live show in a half-hour, or do you
prefer the hour or the 90 minutes?
Well I have a preference. As we've found
with the DuPont Show of the Month, you
have more opportunity to express yourself
in an hour and a half.
More money, too?
Yes, more money. But I have done, and
believe I could do again, excellent half-hour
shows. I think Justice was an excellent half-
hour show in the mystery genre. Peepers
was an excellent half -hour situation comedy.
You will work with other advertising
agencies?
Oh yes, we want to very much. As a
matter of fact, we spend a good deal of
our time calling on the other advertising
agencies, presenting new program ideas.
What sort of people do you represent
in the management end of it?
We have given up management. We are
strictly and solely a program package and
production company.
You have done a little film tv work?
Oh yes, I did one. Maybe that's part of
my conviction. I went to Paris while still
under contract to NBC a year and a half
ago and we shot a pilot of a new series.
There are a lot of factors explaining why it
didn't crystallize as a program. But basical-
ly, it was done against the pressure of the
clock. I heard myself saying: "Okay, let's
wrap it!" when I didn't want to wrap it.
"Wrap it" is the phrase meaning "Put it in
the can, that's it for all time."
Do you have some new ideas or new
shows coming up?
Yes, we plan a very active mid-season
agenda. We've got a number of new pro-
gram formats — live — that we are now dis-
cussing with advertising agencies and spon-
sors. We have a situation comedy, a
dramatic show, and are planning a number
of specials that we hope to do between now
and June. Then we have three special series
that we have begun discussions on for next
fall.
What network?
NBC, ABC and CBS. The specials re-
quire an inordinate amount of advance plan-
ning, so we are getting a long head start.
I'd like to say something — no one's asked
me this — about the sponsors. I think a good
deal of the dreadful drivel of this television
season is partly traceable to an attitude of
patronization of television by sponsors and
agencies. Specifically, I can't believe that a
sponsor sitting at home with his wife de-
ciding what motion picture they might see
on a particular evening would ever say:
"Dear, let's hop off and see Restless Gun."
And I can't believe that Mrs. Sponsor says:
"Oh, joy! Just what I hoped we'd do to-
night!" So with Wagon Train. Yet this same
sponsor buys that kind of program. And I
think it's based on a terrible misconception
about show business and television — Trying
to predict what THEY'LL like — the mys-
terious and elusive and terribly generalized
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December 30, 1957 • Page 71
OPINION CONTINUED
THEY. That way lies disaster. Buy what
YOU like — what YOU, Mr. Sponsor, and
YOUR wife would want to see as a movie at
the local theatre! To look down upon televi-
sion and buy for the mysterious THEM is
utter nonsense. What's been bought this sea-
son is a pack of inanity and trivia that could
have been bought only by people projecting
what THEY'LL like. And I think that's not
a little responsible for the debacle that this
season represents.
Do you think there's any salvation
for filmed shows?
Yes, if the economics ever change. I
think someday — maybe the aegis of pay tv
— budgets will be raised considerably. But
a second thing would be necessary and that
is (nobody ever stops to think about this)
the day that John Ford, Willy Wyler, Joshua
Logan, Elia Kazan, George Stevens — the
really great motion picture minds — apply
their intelligence and their imagination to
tv film, we will have good, exciting tv film.
Tv film is being made now by get-rich-
The tv films of today are
quickers, by rejects and retreads from the
motion picture industry. The real film giants
are not the men making tv film. The tv films
of today are made by has-beens and never-
weres in the film business — by people hell
bent for capital gains deals. When you see
a film that says "George Stevens directed
and produced" — you can bet your money
it's going to be a good show. These people
are above and beyond television films now
and the people who are doing tv films are
not equipped by God or talent to do the
job. What you're getting are lacklustre ex-
tensions of their feeble talents.
As for myself, it is very difficult to watch
television as I used to all evening. I would
try to see some new writers and actors on
other shows. I can take about an hour and
ten minutes of it now with great discipline.
My 14-year-old daughter recently asked me
to buy her a transistor radio. I asked her
why she wanted the radio and she had the
most logical answer in the world: "Because
I wanted to listen to it. I don't like tele-
vision very much, Daddy, it's dull." Well,
I bought her a transistor radio and I find
her listening to it a good deal.
I noted with great joy and admiration
John P. Cunningham's remarks at Atlantic
City at the convention of Assn. of National
Advertisers — his index of boredom, his
nausea at the carbon copying of success
formulas, the lack of inspiration and intelli-
gence, the patronizing of the medium and
the lustreless response to commercials [Ad-
vertisers & Agencies, Nov. 4]. He is so
right! It's heartening to find an advertising
man who would get up on his feet and blast
the industry. It needs blasting.
I care about television very deeply. It is
potentially the greatest medium with the
most influence on people's minds. And it's
being run into the ground this season except
for a few special shows. It's terribly dis-
maying and disheartening. I think news-
paper men and critics — periodicals like
yourselves — have a deep obligation to pro-
test intelligently and consistently, because a
single blast doesn't seem to move this in-
dustry. It must be a refrain, an intelligent,
continuous refrain. The television potential
hasn't been touched and yet we're living
on a diet of mediocrity and pap.
Television is still an infant. As a mer-
chandising weapon, as an advertising medium
— there's nothing that can come anywhere
close to it. But all that potential can come
only if the entertainment conveying that
message is good and exciting and dynamic.
If it isn't, I believe Mr. Cunningham is quite
right. The index of boredom is acutely high.
The various networks come up with
amusing figures to show that this horror
season of programming has more listeners
and viewers than last season had. Well,
more people were born, I suppose, and fewer
died, but I can't believe people are stimu-
lated by this dreary level of entertainment.
I think they're lulled to sleep with boredom,
and if they're not lulled to sleep, they're
lulled to inactivity. I cannot believe the ad-
vertiser is selling more goods. I think he's
probably selling less goods. The American
audience is in a trance. They have the sets
on out of sheer habit, but their minds are
asleep and their pocketbooks are zipped.
United Press news produces!
Page 72 • December 30, 1957
Broadcasting
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
msmmmmmmmmmmmmmmmmmmmmmmm
ADVERTISERS & AGENCIES
M Oscar S. Lewis, general
office manager, Liller,
Neal & Battle, Atlanta,
elected partner in firm.
Mr. Lewis joined LN&B as
head of accounting depart-
ment in 1950.
Clay Scofield, account ►
executive, Liller, Neal &
Battle, also elected partner
in firm. Mr. Scofield has
been with LN&B since
1949. He served first in
firm's public relations de-
partment and then moved
into copy and account servicing departments.
Melvin A. Reilly, member of executive com-
mittee and vice president in charge of mar-
keting of Thomas J. Lipton Inc. since 1955,
elected director.
Robert H. Brinkerhoff, vice president and
service head at Young & Rubicam, Chicago,
appointed vice president in charge of that
office, succeeding Eldon E. Smith.
Arthur W. Schultz, account supervisor at
Foote, Cone & Belding, Chicago, elected
vice president of agency.
John Cross, account executive, Compton
Adv., N. Y., has been elected vice president.
He currently is in charge of Gleem (Procter
& Gamble) account.
Charles F. Junod, general sales and adver-
tising manager of Pacquin Inc., N. Y.,
elected vice president. He joined toiletries
firm in 1949.
Charles J. Nesbitt, account executive and
secretary at Critchfield & Co., Chicago,
elected executive vice president. Robert D.
Cunningham Jr. and Clarence H. Russell,
vice presidents, elected directors.
R. A. Phelps, vice president at Earle Ludgin
& Co., Chicago, assumes additional duties as
market development director.
Milt Watt, formerly publicity and advertising
director for Republic Studios and operator
of his own agency, to Goodman Adv. Inc.,
L. A., as vice president. Bernice (Bunny)
Walker, formerly media director, Harring-
ton-Richards and Smalley, Levitt & Smith
agencies, joins Goodman in similar capacity.
E. B. Newsom, sales manager, Vick Chemi-
cal Co., N. Y., named vice president in
charge of sales and sales promotion for Vick
Products Div. A. J. Elias, advertising man-
ager, elected vice president in charge of ad-
vertising and marketing. J. S. Scott succeeds
Mr. Elias.
J. D. Elgin, Socony
Mobil Oil Co., N. Y.,
named advertising man-
ager, succeeding P. A.
Gosman, appointed special
assistant to domestic mar-
keting manager.
Theodore Kaufmann, with General Cigar
Co. since 1932 and vice president in charge
of manufacturing, named executive vice
president.
■< Thomas C. Burrows
promoted from central re-
gion sales manager to gen-
eral sales manager of An-
heuser-Busch Inc. (brewery
division), St. Louis. He
succeeds William Bien,
recently promoted to vice
president-marketing.
Ken Craig, broadcast manager on Los An-
geles accounts, Foote, Cone & Belding, who
joined agency in August and worked out of
Hollywood office, has resigned.
J. William Mcllhenny, ► m
Ketchum, MacLeod &
Grove, named manager of
agency's Washington of-
fice. KM&G's new office
has been set up to handle
accounts of Air Transport
Assn., American Aviation
Publications Inc. and other accounts in
Washington area, which previously have
been serviced from Pittsburgh. Office tempo-
rarily is located at 726 Jackson PL, N. W.
Lee Pevear, packaging coordinator, Lever
Bros., N. Y., to newly-created position of
packaging manager. Charles H. Kitchell,
promotion services copy manager, to new
post of promotion services manager.
■*4 Robert Moldafsky, for-
merly account executive at
The Martin Co., St. Louis,
appointed national mer-
chandising manager of
The Kitchens of Sara Lee
Inc., Chicago.
James R. Williams, formerly promotion-
public relations director, American Kitchens
Div., Avco Mfg. Corp., appointed director
of public relations at Erwin Wasey, Ruth-
rauff & Ryan Inc. Adv., Chicago.
Mary Wells, formerly with C. J. La Roche
and McCann-Erickson, to Doyle Dane Bern-
bach as copy supervisor on Max Factor
account.
Gerald J. Kaufman, Smith & Dorian Inc.,
N. Y., promoted from copy writer to copy
supervisor.
FILM
Elliott Abrams, midwest representative of
Sterling Television Co., appointed manager
of company's operations in new Chicago
offices at 100 W. Monroe St.
John H. Alexander, Colorado Springs man-
ager, Alexander Film Co.'s international
section, named assistant to general manager
of firm's national division.
Cedric Francis, head of Warner Bros, short
subjects department, named administrative
assistant to William T. Orr, television exec-
utive producer of WB. Hugh Benson, mem-
ber of tv executive staff for past year, pro-
moted to executive assistant to Mr. Orr.
NETWORKS ;
James E. Hart, 53, radio producer and
writer, died Dec. 19 following heart attack
at International Airport in New York. He
and . his wife, Elizabeth, had planned to
leave New York for Texas. He had produced
radio programs and written scripts for CBS
and NBC.
STATIONS • . wmmsmm®
Ralph L. Atlass, founder ►
and president of WIND
Chicago until last Decem-
ber when Westinghouse
Broadcasting Co. pur-
chased station, has been
named vice president, Chi-
cago, for WBC. Since
transfer of ownership, Mr. Atlass has been
general manager of station.
Robert M. Lambe, gen-
eral sales manager in
charge of sales and pro-
motion since 1952 for
WTAR-AM-TV Norfolk,
Va., elected vice president
in charge of sales. Before
joining WTAR, Mr.
Lambe was general sales manager of
WFMY-TV Greensboro, N. C.
Jack Yeager, formerly with WOW Omaha
and KGFW Kearney, Neb., to KIOA Des
Moines as sales manager.
THE BEST FRIEND A STATION EVER HAD!
"Our experience has convinced us that
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the proper presentation of live an-
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Mr. James Gerity, Jr., President
WNEM-TV, Bay City, Michigan
Jim Blair, Equipment Sales Manager
31 1 West 43rd Street, New York 36, N. Y., JUdson 2-3800
Our new TelePro 6000 is the
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Broadcasting
December 30, 1957 • Page 73
PEOPLE CONTINUED
■< Ralph Renick, news di-
rector, WTVJ (TV) Miami,
appointed vice president in
charge of news. Mr. Ren-
ick has been with WTVJ
for past nine years.
John C. Peffer, assistant ►
general manager of WTAR
Norfolk, Va., since 1952,
named vice president in
charge of operations. He
has been with WTAR since
1930.
Edwin R. Gorby, WTAR-TV Norfolk, Va.,
to WBOY-TV Clarksburg, W. Va., as traffic
manager.
John Baldwin, operations manager, WTCN-
AM-TV Minneapolis-St. Paul, promoted to
assistant manager for radio-tv. Ted Snider,
west coast tv official, named program di-
rector for WTCN-TV.
M George W. Yazell, as-
sistant manager and acting
chief engineer, WJLS
Beckley, to WOAY-TV
Oak Hill, both West Vir-
ginia, as assistant manager
in charge of local and
regional sales.
Mary Warren, executive assistant in charge
of programming-production, KCOP (TV)
Los Angeles, named program director.
Robert B. Martin, manager, Music Supplier
of Ohio (independent record distributor),
Cincinnati, to WJBK Detroit as program
director.
Homer Cunningham, formerly production
manager-announcer, WIBW-AM-TV To-
peka, Kan., to KWFT Wichita Falls, Tex.,
as program director. He succeeds Blaine
Cornwell, who resigned to accept executive
position with WKLO Louisville.
Alan Scott, formerly with WCAU-AM-TV
and WPTZ (now WRCV-TV), both Philadel-
phia, to WFIL Philadelphia as host of
Alan Scott Show, which will be presented
on Monday-Friday, from 8 p.m. to 1 a.m.
-< Robert Townsend (Rob
Randell), formerly assist-
ant manager, KCLS Flag-
staff, Ariz., to KRIZ Phoe-
nix as program director.
Andy Lane, KRIZ, named
production supervisor.
Chris Lane, announcer ►
KAKC Tulsa, Okla.,
named program director.
Before joining KAKC, Mr.
Lane was with KOTV
(TV) Tulsa, WTSK-TV
and WKGN, both Knox-
ville, and WSM-TV Nash-
ville.
REPRESENTATIVES- - mm wmmmmm
■< George Arnold, former-
ly account executive and
retail advertising specialist,
KCBS San Francisco, to
CBS Radio Spot Sales as
manager of sales develop-
ment. He will headquarter
in New York and will
direct nationwide sales activities.
Lee M. Vanden-Handel, director of broad-
cast media and account executive since 1953
of Force Inc., Paterson, N. J., advertising
agency, to Peters, Griffin, Woodward Inc.,
N. Y., account executive staff. He earlier
was with WPAT Paterson and WFUR
Grand Rapids, Mich.
Arthur O'Connor, formerly with Foote,
Cone & Belding, N. Y., to Devney Inc. that
city.
PROGRAM SERVICES mm mmwmm .
Mrs. Bonnie Bourne, widow of late Saul H.
Bourne, elected to board of directors of
ASCAP to fill unexpired term of her hus-
band. She is first woman to serve on board
in ASCAP's 43 -year existence.
Ward E. Colwell, southwest division per-
sonnel manager and Missouri-Kansas news
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December 30, 1957
See your allied
404-page 1958 Buy-
ing Guide for sta-
tion equipment and
supplies. Get what
vou want when you
want it. Catalog
copies are available
on request.
ALLIED RADIO
,00 N. Western Ave., Chicago 80, HI.
Phone: HAymarkel 1-6800
manager, United Press, promoted to south-
west division news manager.
Jeff G. Murray, formerly with New Bruns-
wick (N. J.) Home News, has been named
business representative for International
News Service temporarily assigned to New
York. At one time, Mr. Murray was with
WTTT Coral Gables, Fla.
MANUFACTURING
mmmm
Henry T. Heald, president of Ford Founda-
tion, elected to board of directors of AT&T,
replacing Myron C. Taylor, who has re-
signed after serving 28 years.
John C. Maxwell, senior partner in Tucker,
Anthony & R. L. Day (member of New
York Stock Exchange), elected to board of
directors, General Precision Equipment
Corp.
Percy L. Spencer, director, Raytheon Mfg.
Co., elected senior vice president. He will
continue to serve as manager of firm's
microwave and power tube division.
Frank L. Miller, manager, product planning,
General Electric specialty control depart-
ment, Waynesboro, Va., appointed manager-
marketing, GE power tube department,
Schenectady, N. Y.
Samuel B. Fishbein, manager of Allen B.
DuMont Labs.' New England military oper-
ations office at Wellesley, Mass., appointed
assistant general sales manager of DuMont's
military operations department.
Robert R. Williamee, renewal sales analyst,
Sylvania Electric Products tube division,
Emporium, Pa., since 1955, named super-
visor of renewal sales service for Sylvania's
radio tube division, Williamsport, Pa.
INTERNATIONAL i mm m - •.. s
■< Les Chitty, manager of
Toronto office of BBDO,
elected vice president of
agency. He joined BBDO
in 1956 when it opened
its Toronto office, after 24
years in Canadian adver-
tising, mostly with Cock-
field, Brown & Co., Toronto, in radio-tv
department.
Alfred J. Hodges, assistant advertising man-
ager since 1954 of Sterling Drug Mfg. Ltd.,
Windsor, Ont., promoted to advertising
manager.
J. Paul Moore, media ►
coordinator and advertis-
ing budget control super-
visor, Procter and Gamble
Co. of Canada Ltd., to
Needham, Louis & Brorby
of Canada Ltd. as media
director.
Eugene M. Kinney, general manager of
hearing aid division of Zenith Radio Corp.,
elected vice president of Zenith Radio Corp.
of Canada Ltd., subsidiary firm.
Broadcasting
Station Authorizations, Applications
As Compiled by BROADCASTING
December 19 through December 24
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification,
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization.
STA — special temporary authorization. * — educ.
New Tv Stations
APPLICATION
St. Petersburg, Fla. — Bay Area Telecasting
Corp., vhf ch. 10 (192-198 mc); ERP 316 kw vis.,
158 kw aur.; ant. height above average terrain
1,036 ft., above ground 1,074 ft. Estimated con-
struction cost $1,100,000, first year operating cost
$1,300,000, revenue $1,400,000. P. O. address 242
Beach Drive, North St. Petersburg, Fla. Studio
location St. Petersburg, Fla. Trans, location 3
miles N.E. of New Port Richey, Fla. Geographic
coordinates 28° 16' 43" N. Lat., 82° 40' 24" W.
Long. Trans., ant. GE. Legal counsel Frank U.
Fletcher, Spearman and Roberson, Washington,
D. C. Consulting engineer Vandivere, Cohen and
Wearn, Washington, D. C. Owners are Louis
Fried (15.44%), Curtis & Gross Inc. (13.53%),
J. L. Van Volkenburg (9.85%), David E. Edmunds
(7.72%), Robert A. James, Harry W. Bennett Jr.
and Hal James (each 5.03%) and others. Mr. Van
Volkenburg is former president, CBS-TV. Mr.
Bennett and Hal James each own 4.88% of
WVET-AM-TV Rochester, N. Y. Mr. Fried is
sales manager of watch firm. Curtis & Gross is
building construction firm. Robert James has
various business interests, as does Mr. Edmunds.
Announced Dec. 19.
New Am Stations
APPLICATIONS
Hamden, Conn. — Albert L. Capstaff tr/as East-
ern States Bcstg. Co., 1220 kc, 1 kw D. P. O.
address 147 Leroy Ave., Darien, Conn. Estimated
construction cost $26,000, first year operating cost
$40,000, revenue $65,000. Mr. Capstaff, sole owner,
is president and owner of WDEW Westfield,
Mass., and president, general manager and 25%
owner of KVAS Astoria, Ore. Announced Dec. 19.
Frederick, Md. — The Price Bcstrs. Inc., 1320 kc,
1 kw D. P. O. address 406 Carroll Parkway, Fred-
erick, Md. Estimated construction cost $18,364,
first year operating cost $45,000, revenue $60,000.
Owners are Ralph Lee Price Jr. and Ella Vivian
Price (each 50%). Mr. Price is commercial man-
ager and general manager of WPPA Pottsville,
Pa. Ella Price is women's director, WPPA. An-
nounced Dec. 19.
New Fm Stations
APPLICATION
San Francisco, Calif. — MBS Die, 95.7 mc, 11.07
kw unl. P. O. address 1440 Broadway, New York,
N. Y. Estimated construction cost $16,861, first
year operating cost $65,000, revenue $70,000. MBS,
Paul Roberts president, is broadcast network.
Mr. Roberts is 10% common stock owner, with
Louis M. Halper 10%. Occidental Petroleum 10%,
Starrett Corp. 10%, Frieda B. Hennock 10%, H.
Roy Roberts TVz%, and others. Mr. Halper is in
construction. Starrett Corp. manufacturers ice
cream. Frieda Hennock, attorney, was FCC
Comr.— 1948-1955. H. Roy Roberts has realty and
oil interests. Announced Dec. 19.
Ownership Changes
APPLICATIONS
KBIS Bakersfield, Calif.— Seeks assignment of
license from Marmat Radio Co. to Eastern Elec-
trosonic Industries Corp. for $165,000. Eastern
Electrosonic is owned by Lexmont Corp. (90%)
and William E. Casey (10%). Mr. Casey is officer
of Eastern Electrosonic, manufacturer of sonic
devices, and of Lexmont Corp., real estate hold-
ing corp. Broker, Wilt Gunzendorfer & Assoc.
Announced Dec. 20.
KNOB Long Beach, Calif. — Seeks assignment
of license and cp from Raymond B. Torian and
John W. Doran d/b as Cerritos Bcstg. Co. to
Cerritos Bcstg. Co. for $4,000 to Mr. Doran and
2500 shares in assignee corp. to Mr. Torian. Cer-
ritos Bcstg. Co. is owned by Mr. Torian (50%),
Alex N. Stein (25%) and Frank James (25%).
Mr. James is owner of KSPA Santa Paula, Calif.
Mr. Stein is sales manager of KNOB. Announced
Dec. 12.
WQAM Miami, Fla. — Seeks assignment of li-
cense from Miami Bcstg. Co. to Mid-Continent
Bcstg. Co. Corporate change. Announced Dec. 19.
WTAL Tallahassee, Fla. — Seeks assignment of
license from John H. Phipps to WTAL Die. for
$149,572. WTAL Die. is owned by Victor C.
Diehm, Hilda M. Deisroth, George M. Chisnell
(each 22.85%), and others. Mr. Deihm is J/3 owner
of WAZL-AM-FM-TV Hazelton, Pa., 51% owner
of WIDE Biddeford, Me., 20% owner of WHOL
Allentown, Pa., Hilda Deisroth is y3 owner of
WAZL-AM-FM-TV, 20% owner of WHOL. Mr.
Chisnell is ft owner of WAZL-AM-FM-TV, 20%
owner of WHOL. Announced Dec. 18.
WLAQ Rome, Ga. — Seeks assignment of license
from Mitchell Melof to Don Mitchell's WLAQ
Inc. Corporate change. No control change. An-
nounced Dec. 20.
WBLN Bloomington, 111. — Seeks transfer of
stock in permittee corp. (WBLN Television Die.)
to reorganize corporate structure. Announced
Dec. 20.
WASK, WFAM-TV Lafayette, Did.— Seeks as-
signment of license from WFAM Die. to Lafa-
yette Bcstg. Die. Corporate change, no control
change. Announced Dec. 20.
WGUY Bangor, Me. — Seeks transfer of control
of licensee corp. (Bangor Bcstg. Corp.) from
Sherwood J. Tarlow, Hilda R. Tarlow and Frank
Cohen to Melvin L. Stone, David L. Royte and
Faust Couture for $30,000. Mr. Couture is pres-
ident and 99.6% owner of WCOU-AM-FM Lewis-
ton, Me., 25% owner of WLOB Portland, Me.,
president and 99.6% owner of WFAU Augusta,
Me. Mr. Royte is commercial and sales manager
of WLOB. Mr. Stone is president and 76.716%
owner of WRUM Rumford, Me., 25% owner and
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
FULLTIME
LOCAL
$250,000
Excellent facility.
Good staff and
high profits. In-
cludes real estate
valued at $50,000.
Terms available.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St.. N. W.
EX 3-3456
MIDWEST
NETWORK
FULLTIME
$150,000
Terrific agricul-
tural and urban
coverage. Making
money. Well
equipped. Terms
available. Good
real estate.
CHICAGO, ILL.
Ray V. Hamilton
Barney Ogle
Tribune Tower
DE 7-2754
SOUTH
CAROLINA
NETWORK
$160,000
Excellent medium
market fulltimer
on fine frequency.
Low down pay-
ment and good
terms. Needs
owner-manager.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
MAJOR
MARKET
$175,000
This daytime in-
dependent will
gross almost the
asking price and
is showing a
good profit. Good
terms to qualified
buyer.
DALLAS, TEX.
Dewitt (Judge) Land is
Fidelity Union Life Bldg.
Rl 8-1175
WEST
MAJOR
NORTHWEST
$165,000
Serving $350,-
000,000 retail
sales. Excellent
staff. Good audi-
ence rating.
Priced realistical-
ly. 29% down.
SAN FRANCISCO
w.
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I I I Sutter St.
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Broadcasting
December 30, 1957 • Page 75
Planning
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ple, three basic floor plans,
for three different size sta-
tions illustrate how the very
latest equipment can be
arranged to perform effi-
ciently with a minimum of
capital and personnel.
Complete brochure, including
floor plans, equipment require-
ments and discussion of current
trends now available. For your
free copy, write to RCA, Dept.
AE-22, Building 15-1, Camden,
N.J.
RAD iO CORPORATION
of AMERICA
FOR THE RECORD continued
general manager of WLOB, president and Vs
owner of WSME Sanford, Me., president and
55.493% owner of WGHM Skowhegan, Me. An-
nounced Dec. 11.
WVPO Stroudsburg, Pa. — Seeks acquisition of
positive control of licensee corp. (Pocono Bcstg.
Co.) by James H. Ottaway, Ruth B. Ottaway and
John R. Tappan as trustees through transfer of
stock from Ruth W. Ottaway, James H. Ottaway
Jr. and David B. Ottoway. Corporate change.
Announced Dec. 10.
WHBG Harrisonburg, Va. — Seeks assignment
of license from Robert C. Currie Jr. and Fred-
erick R. Griffiths, d/b as Valley Bcstrs. to
Valley Bcstrs. Inc. Corporate change. No control
change. Announced Dec. 19.
KQTY Everett, Wash. — Seeks assignment of
license from Walter N. Nelskog, Paul Crain and
Archie Baker, d/b as Snohomish County Bcstrs.
to Walter N. Nelskog and Paul Crain, d/b as
Snohomish County Bcstrs. for $14,800. An-
nounced Dec. 19.
KOFE Pullman, Wash. — Seeks assignment of
license from John Ronald Bayton and Maynard
Frederick Hicks, d/b as Bayton and Hicks to
KOFE Inc. for $60,000. KOFE Inc. is owned by
Herbert E. Everitt (60%) and others. Mr. Everitt
has been % owner and general manager of
KART Jerome, Idaho. Announced Dec. 17.
Hearing Cases
INITIAL DECISIONS
Hearing Examiner Basil P. Cooper issued ini-
tial decision looking toward granting application
of Radio Hawaii Inc., to change frequency of
KPOA Honolulu, Hawaii, from 630 kc to 650 kc
and increase power from 5 kw to 10 kw unl.
Announced Dec. 19.
Hearing Examiner J. D. Bond issued initial
decision looking toward denying application of
Greenwich Bcstg. Corp. for new am station to
operate on 1490 kc, 250 w unl. in Greenwich,
Conn. Announced Dec. 19.
Hearing Examiner H. Gifford Irion issued ini-
tial decision looking toward grant of application
of Noble-De Kalb Bcstg. Co. Inc., to change
facilities of WAWK (formerly WKTL) Kendall-
ville, Ind., from operation with DA to nondirec-
tional (1570 kc, 250 w D); condition. Announced
Dec. 23.
OTHER ACTIONS
Commission announced its decision of Dec. 18
waiving "10 percent rule" and granting applica-
tion of Sarasota Bcstg. Co. for mod. of cp of
WKXY Sarasota, Fla., for change of facilities
on 930 kc from 1 kw D, DA, to 1 kw D, 500 w N,
DA-2. Comrs. Doerfer (Chairman) and Hyde
dissented; Comr. Ford abstained from voting.
Announced Dec. 19.
Commission announced its order of Dec. 19
which (1) granted petition by Television Spo-
kane Inc. to withdraw appearance and protest,
(2) granted joint petition by Louis Wasmer and
KREM Bcstg. Co. for reinstatement of Sept. 25
grant of assignment of licenses of KREM-AM-
FM-TV (ch. 2) Spokane, Wash., from Wasmer
to KREM Bcstg. Co., and (3) dismissed protest,
terminated proceeding and made grant effective
immediately. Comrs. Bartley and Ford issued
dissenting statement. Announced Dec. 20.
Routine Roundup
ACTIONS BY FCC
PETITIONS FOR RULE MAKING FILED
Springfield Television Bcstg. Corp., WWLP
Springfield, Mass. — Petition requesting amend-
ment of Sec. 3.606 to allocate ch. 74 to Spring-
field, Vt., with attendant other channel changes,
as follows: delete ch. 74 from Bennington, Vt.,
and add ch. 69 to same; delete ch. 75 from Con-
cord, N. H., and add ch. 15 to same; delete ch. 15
from Portsmouth, N. H., and add ch. 21 to same;
and delete ch. 30 from St. Johnsbury, Vt., and
add ch. 75 to same. Announced Dec. 20.
PETITIONS FOR RULE MAKING DENIED
WKNE Corp., WKNE-TV Keene, N. H.— ♦Peti-
tion requesting rule making to delete ch. 11* at
Durham, N. H., and specify ch. 11 at Keene,
N. H., for commercial use; and to delete ch. 45
at Keene and specify chs. 75, 76 or 83 at Durham,
N. H., for educational use. Petitioner further re-
quests the issuance of an order to show cause
against WKNE Corp. requesting it to shift the
assignment of WKNE-TV Keene, N. H., from
ch. 45 to ch. 11.
Salisbury Bcstg. Corp., Worcester, Mass. —
*Petition requesting rule making whereby ch.
11, assigned to Durham, N. H., for non-commer-
cial educational purposes, is reassigned to
Worcester, Mass., for commercial operation, and
coincidentally that ch. 21 is assigned to Durham
for educational purposes, should the latter be
deemed in the public interest.
* Above petitions denied by memorandum
opinion and order adopted Dec. 11, 1957 and re-
leased Dec. 16, 1957.
ACTIONS ON MOTIONS
By FCC, upon request of W. A. Simpson, Sec-
retary, Air Coordinating Committee, Airspace
Panel, Commission on Dec. 18 granted extension
of time from Dec. 16 to Jan. 15, 1958 for filing
comments and for filing reply comments from
Dec. 26 to Jan. 25, 1958 in tv rulemaking proceed-
ing involving Panama City, Fla.
By Comr. Robert E. Lee on the dates shown
Granted petition of Broadcast Bureau for ex-
tension of time to Jan. 7, 1958 to file comments
to petition for reconsideration filed by Pierce
Brooks Bcstg. Corp (KGIL) San Fernando, Calif.
Action Dec. 16.
Granted request of Texas Technological Col-
lege that its "Petition for Immediate Grant" of
its application for new tv station to operate on
ch. 5 in Lubbock, Tex., be withdrawn and peti-
tion is dismissed. Action Dec. 17.
By Chief Hearing Examiner
James D. Cunningham on December 18
Denied petitions filed Dec. 9 and 13 by Western
Television Co. to intervene in proceeding on
application of Texas Technological College, Lub-
bock, Tex.
By Hearing Examiner Jay A. Kyle
on December 17
Pursuant to prehearing conference on Dec. 17
and with concurrence of all counsel, ordered
that exchange of direct case in writing of each
applicant shall be made on or before Jan. 15.
1958, and that hearing scheduled for Jan. 8 be
continued without date re applications of Walter
G. Allen, Huntsville, Ala., and Marshall County
Bcstg. Co. Inc., Arab, Ala.
By Hearing Examiner Thomas H. Donahue
on dates shown
On motion of Kermit F. Tracy, Fordyce, Ark.,
and without objection from any other partic-
ipant in proceeding on am applications of Tracy
and Jefferson County Bcstg. Co., Pine Bluff,
Ark., ordered that date for filing direct written
presentations is extended from Dec. 16 to Jan. 2,
1958, and date for hearing from Dec. 20 to Jan 6.
Action Dec. 16.
On petition of United Telecasting and Radio
Co., and with consent of counsel for the Broad-
cast Bureau, only remaining participant in pro-
ceeding, ordered that hearing record in proceed-
ing on application of United for new tv station
to operate on ch. 9 in Ogden, Utah, is opened
for limited purpose of receiving into evidence
United's Exhibit No. 29, and is again closed.
Action Dec. 17.
Ordered that hearing scheduled for Dec. 20 is
The Sunny Southwest
S2009000.00
Fulltime independent in major
market. Presently showing profit
and consistent improvement. $75,-
000 down and five years to pay
balance.
S200.000.00
Fulltime network affiliate on fine
facility. A top growth market.
Profitable, with good assets. $75,-
000 down and reasonable payout.
Exclusive with
NEGOTIATIONS • FINANCING
WASHINGTON, D. C.
1
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
JAckson 5-1576
Page 76
December 30, 1957
mpanij
• APPRAISALS
CHICAGO
H. W. Cassill
William B. Ryan §j
333 N. Michigan Avenue ||
Financial 6-6460
Broadcasting
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-541 1
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
RUSSELL P. MAY
711 14th St., N. W.
Washington 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE *
A. EARL CULLUM, JR.
CONSULTING ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE *
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE *
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1000 Conn. Ave. Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere & Cohen
Consulting Electronic Engineers
610 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
Member AFCCE *
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A PULL TIME SERVICE FOR AM-FM-TV
f. O. Box 7037 Kansas City, Mo.
Phan* Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C
Member AFCCE *
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone STate 7-2601
Member AFCCE •
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
PETE JOHNSON
CONSULTING ENGINEERS
KANAWHA HOTEL BLDG PHONE:
CHARLESTON, W. VA. Dl. 3-7503
SPOT YOUR FIRM'S NAME HERE,
To Be Seen by 77,440* Readers
— among them, the decision-making
station owners and managers, chief
engineers and technicians— applicants
for am, fm, tv and facsimile facilities.
•1956 ARB Continuing Readership Study
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8213
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE *
LYNNE C. SMEBY
Consulting Engineer AM-FM-TV
7615 LYNN DRIVE
WASHINGTON 15, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engineer
Suit* 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
MERL SAXON
Consulting Radio Engineer
622 Hoskins Street
Lufkin, Texas
NEptune 4-4242 NEptune 4-9558
Member AFCCE*
Broadcasting
December 30, 1957 • Page 77
FOR THE RECORD continued
COMMERCIAL STATION BOXSCORE
As Reported by FCC through Nov. 30
am
FM
TV
Licensed (all on air)
3,113
527
3921
CPs on air (new stations)
67
10
1472
CPs not on air (new stations)
109
51
117
Total authorized stations
3,289
588
656
Applications for new stations (not in hearing)
374
32
72
Applications for new stations (in hearing)
116
9
50
Total applications for new stations
490
41
122
Applications for major changes (not in hearing)
218
20
35
Applications for major changes (in hearing)
27
1
11
Total applications for major changes
245
21
46
Licenses deleted
0
0
0
CPs deleted
1
0
2
SUMMARY
Compiled by
AM
FM
TV (Commercial)
Lie.
3,113
527
392
OF STATUS OF AM, FM, TV
BROADCASTING through Dec. 24
ON AIR CP TOTAL APPLICATIONS
Cps Not on air For new stations
119
59
119
67
10
1472
503
48
131
OPERATING TELEVISION STATIONS
Compiled by BROADCASTING through Dec. 24
VHF UHF
Commercial 413 84
Non-Commercial 22 6
TOTAL
497s
28*
1 There are, in addition, six tv stations which are no longer on the air, but retain their
licenses.
2There are, in addition, 89 tv cp-holders which were on the air at one time but are no
longer in operation.
8 There have been, in addition, 177 television cps granted, but now deleted (33 vhf and
144 uhf).
1 There has been, in addition, one uhf educational tv station granted, but now deleted
continued indefinitely in proceeding on am ap-
plications of South Norfolk Bcstg. Co. Inc.,
South Norfolk, Va., and Denbigh Bcstg. Co., Den-
bigh, Va., to permit designation of two other
applications into this proceeding, and ordered
that prehearing conference will be held on Feb.
14, 1958. Action Dec. 17.
By Chief Hearing Examiner
James D. Cunningham on dates shown
By memorandum opinion and order, denied
petitions of Western Empire Bcstrs. Inc. (KRNO)
San Bernardino, and Ben S. McGlashan (KGFJ)
Los Angeles, to intervene in proceeding on am
application of Pierce Brooks Bcstg. Corp.
(KGIL) San Fernando, Calif. Action Dec. 18.
Order that hearing shall commence on Feb.
10, 1958, in matter of transfer of control of Ware
Bcstg. Corp. (EIHO) Sioux Falls, S. I)., from
James A. Saunders to William F. Johns Jr. Ac-
tion Dec. 20.
By Hearing Examiner Jay A. Kyle
on December 19
Pursuant to prehearing conference on Dec. 19,
and with concurrence of all counsel, ordered
that hearing scheduled for Dec. 23 is continued
without date re am application of George A.
Hormel n (KQAQ) Austin, Minn.
By Hearing Examiner Basil P. Cooper
on December 18
Issued order following first prehearing con-
ference in proceeding on application of St. An-
thony Television Corp. and WTVJ Inc., for new
tv stations to operate on ch. 11 in Houma, La.;
further prehearing conference will he held on
Jan. 22, 1958 and evidentiary hearing scheduled
for Jan. 13 is continued to date to be announced
at further prehearing conference.
BROADCAST ACTIONS
By Broadcast Bureau
Actions of December 20
WGPA-AM-FM Bethlehem, Pa.— Granted ac-
quisition of positive control by Mrs. Pauline
Adams through purchase of stock from David
BrUlhart, Evelyn W. Brothers, et al., by licensee
corporation and retirement thereof.
WGMA Hollywood, Fla. — Granted assignment
of license to Melody Music Inc.
KPOJ-AM-FM Portland, Ore.— Granted invol-
untary transfer of control from Maria C. Jack-
son to David L. Davies and The United States
National Bank of Portland, as Executors of Es-
tate of Maria C. Jackson, deceased.
KPLC-AM-TV Lake Charles, La. — Granted as-
signment of license and cp to T. B. Lanford and
Louis M. Sepaugh, d/b with same name.
KAPA Raymond, Wash. — Granted authority to
broadcast specified hours Monday through Satur-
day from 6:30 a.m. until 6:30 p.m. PST, except
on special occasions when station will operate
after 6:30 p.m. to serve public interest.
WCLW Mansfield, Ohio — Granted mod. to make
changes in DA pattern; condition.
WRIK-TV Ponce, P. R.— Granted mod. of cp to
change type trans, and change type ant. and
transmission line; ERP vis. 1.41 kw, aur 0.708
kw, ant. -110 ft.
Following were granted extensions of comple-
tion dates as shown: WROM-TV Chattanooga,
Tenn., to 7-6-58; WB RE-TV Wilkes-Barre, Pa.,
to 2-28-58; WBUF Buffalo, N. Y., to 4-1-58;
WLAN-TV Lancaster, Pa., to 7-1-58; W JIM-TV
Lansing, Mich., to 2-10-58; KRCG Jefferson City,
Mo., to 6-28-58; KMVA-TV Victoria, Tex., to
7-1-58.
Actions of December 19
WULA Eufaula, Ala. — Granted assignment of
license to Dixie Radio Inc.
WVPO Stroudsburg, Pa. — Granted acquisition
of positive control by James H., Ruth B. Otta-
way and John R. Tappan, as Trustees through
transfer of stock from Ruth W., James H. and
David B. Ottaway.
WYZE Atlanta, Ga. — Granted acquisition of
positive control by George C. Nicholson and
Chester H. Jones through purchase of stock from
Henry W. Lanham and BUI R. McRae.
WVMC Mt. Carmel, HI. — Granted assignment
of license to new partnership with newcomer
T. Keith Coleman d/b with same name.
KSHO-TV Las Vegas, Nev. — Granted license
for tv station; ERP vis. 11 kw, aur 5.5 kw., ant.
130 ft.
WINA Charlottesville, Va. — Granted license
covering cp for installation of new trans, as al-
ternate main trans, at main trans site.
WJET Erie, Pa. — Granted license covering in-
stallation of new trans, as alternate main trans,
at main trans, site.
KSWA Graham, Tex. — Granted license cover-
ing installation of new trans.
WNOG Naples, Fla. — Granted license covering
changes in ant. system (decrease height).
WAMM Flint, Mich. — Granted license covering
changes in DA system.
KACT Andrews, Tex. — Granted license cover-
ing increase in power from 500 w to 1 kw and
installation of new trans.
KELA Centralia-Chehalis, Wash. — Granted li-
cense covering increase in daytime power from
1 kw to 5 kw, installation of new trans, and
changes in ground system; condition.
Granted licenses for following am stations:
WCLC Jamestown, Tenn; WRAM Monmouth, 111.,
conditions; WHLT Huntington, Ind., conditions;
WVIP Mount Kisco, N. Y., and specify change in
type trans, and studio as same as trans, location;
conditions.
KNEV Reno, Nev. — Granted cp to increase
ERP of fm station to 35 kw and to modify ex-
isting broadcast amplifier.
WNRI Woonsocket, R. I. — Granted cp to
change studio and trans, location and install new
trans.
WLAN Lancaster, Pa. — Granted cp to install
new trans, as aux. trans, at main trans, site.
WICE Providence, R. I. — Granted cp to install
new trans, as aux. trans, at main trans, site, and
operate trans, by remote control.
KOWN Escondido, Calif. — Granted mod. of cp
to change type trans.
KPAP Redding, Calif. — Granted mod. of cp to
change ant.-trans. site.
KNEV (FM) Reno, Nev. — Granted mod. of cp
to substitute certain type tubes in final amplifier.
KTYM Inglewood, Calif. — Granted mod. of cp
to change type trans., studio location and op-
erate trans, by remote control.
Following were granted extensions of comple-
tion dates as shown: WDSK Cleveland, Miss., to
6-24-58; KZEY Tyler, Tex., to 1-15-58, conditions
on both; KINY-TV Juneau, Alaska, to 3-31-58;
WEAM Arlington, Va., to 4-15-58; KBMK Bis-
marck, N. D., to 6-1-58.
KZEY Tyler, Tex. — Granted mod. of cp to
change type trans.
Actions of December 18
KLYN Amarillo, Tex.— Granted assignment of
cp to Nichols-Whitney Bcstrs.
KRE Berkeley, Calif. — Granted license cover-
ing installation of new ant.; condition.
KWBR Oakland, Calif. — Granted license cover-
ing installation of old main trans, as aux. trans,
at studio location.
WRAP Norfolk, Va. — Granted license to use
old main trans, as aux. trans, at main trans, site;
condition.
WROW Albany, N. Y.— Granted mod. of license
to change name to Capital Cities Television
Corp.
WSAJ Grove City, Pa. — Granted authority to
remain silent beginning Dec. 14 and ending Jan.
4, 1958, in order to observe Christmas recess.
KFAD Fairfield, Iowa. — Granted extension of
authority to remain silent for additional period
ending Jan. 9, 1958, due to bankruptcy.
Continues on page 82
Page 78 « December 30, 1957
Broadcasting
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 2(ty per word— $2.00 minimum • HELP WANTED 25* per word— $2.00 minimum.
• All other classifications 30^ per word — $4.00 minimum. • DISPLAY ads #20.00 per inch.
• No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting expressly repudiates any liability or responsibility for their custody or return.
RADIO
Help Wanted
If you are a salesman or announcer and feel you
are ready for a big market like Washington,
D. C, contact WEAM, Arlington, Va.
Management
Eastern chain has new station under construction.
Needs assistant station manager immediately.
Eventually promotion to manager. Applicant
must have several years announcing experience,
sales experience, must be married, must have car.
Send tape, resume and photo. Box 157C, BROAD-
CASTING.
General manager: Midwest single station market
in a city over 100,000. Fastest growing area.
Want proven aggressive big thinking man who
knows how to get time sold. Box 491C, BROAD-
CASTING.
Sales
Salesman: Experienced, aggressive man can earn
$10,000 plus in this competitive Connecticut mar-
ket. 5,000 watt fulltime independent station has
immediate opening for real plugger. $100.00 draw
against 20% commission. Send complete resume.
Box 427C, BROADCASTING.
Announcer-salesman wanted. Good salary for an-
nouncing shift, 15% sales commission. Located
in South Carolina town of 25,000. Box 439C,
BROADCASTING.
Announcer-salesman, emphasis sales. Good op-
portunity for competent man. Start $95 plus per-
centage. Single station market. Box 465C,
BROADCASTING.
Sales manager. Good small market. Unusual
compensation if you are selected: Based on com-
plete station gross including national, regional
and local: To $6,000 month $600 guarantee: on
6500-$615; on 7500-$880; on 8500-$1075; on 9500-
$1225; on 10,500-$1690. Sales manager hires and
pays salesman. Station pays first $300 on first
salesman and first $200 on each salesman after
first man. This is a responsible and good paying
job. Don't waste my or your time if you can't
measure up. All replies will be answered. For
complete details write and send full resume to
Box 475C, BROADCASTING.
Good opportunity in a leading market, Wilming-
ton, Delaware, for experienced radio salesman.
Guaranteed $125 per week against 15% commis-
sion. Personal interview necessary. List age, edu-
cation, experience and present billing. Box 522C,
BROADCASTING.
Northwest, small town, 5000w CBS affiliate needs
alert, aggressive sales manager on salary and
commission basis. Box 523C, BROADCASTING.
If you're an A-l salesman and think you can do
a real job in one of Florida's fastest growing
metropolitan areas, and if you'd like a very sub-
stantial draw against a 15% commission — rush
resume to Ed Brown, 515 Madison Ave. N. Y. C.
The man we want is young, absolutely reliable,
and capable of becoming sales manager for a
very good small market station. He must have
at least two years of sales experience and under-
stand that his compensation is related to his
own efforts. For such a man we have a very
good proposition. Write for full particulars to
Dick Vick, KGEZ, Kalispell, Montana.
Reliable salesmen-announcers wanted for mid-
west station group. Good pay, opportunities. Bill
Tedrick, KWRT, Boonville, Missouri.
Dependable sales manager for progressive Tex-
omaland market. Salary, commission, over-ride.
Some air and mobile news work available. Fur-
nish full information first contact. Randall Mc-
Carrell, KTAN, Sherman, Texas.
Salesman-announcer-assistant manager wanted
immediately. Established station, Good deal. Con-
tact Bill Tedrick, KWRT, Boonville, Missouri.
Account executive for America's No. 1 country-
music station, WARL, Arlington, Virginia. Good
salary plus substantial commission. Paid vaca-
tion. Opportunity for advancement in manage-
ment post in our other operation. Call Bob Cob-
bins, Kenmore 6-9000.
RADIO
Help Wanted— (Cont'd)
Sales
Top sales opportunity for experienced self-
starter to become sales manager in 150,000 mar-
ket. WKLZ, Kalamazoo.
Announcers
Pennsylvania chain needs experienced an-
nouncers. Good working conditions, 40-hour
week, paid vacation, time and half, $85 a week.
Minimum one-year experience necessary. Excel-
lent opportunities for advancement to executive
position. Send tape, with news, commercials, and
sample music program, plus resume and photo-
graph. Box 274B, BROADCASTING.
Combo news-staff man with emphasis on news in
depth. Permanent berth in major Ohio metro-
politan market to man who can cut the mustard.
Starting salary commensurate with experience
and ability. Send resume, photo, tape and other
pertinent information first letter. Box 197C,
BROADCASTING.
Good dependable combination man, southern
market. Write Box 234C, BROADCASTING.
Station in Texas resort city needs staff an-
nouncer with superior voice, authoritative deliv-
ery. Box 337C, BROADCASTING.
Announcer with excellent voice, highly talented
in ad lib and interviewing techniques wanted
by network station in important Texas city.
Box 338C, BROADCASTING.
Announcer for progressive independent in north-
ern vacationland. No floaters. Send tape and
background immediately. Box 366C, BROAD-
CASTING.
Western Virginia daytimer needs capable an-
nouncer with first ticket. $85.00 per week or bet-
ter, depending on experience. Box 385C, BROAD-
CASTING.
Announcer -first class engineer or a salesman-
first class engineer for northeastern station.
Pleasant working conditions, vacation arrange-
ment. Box 390C, BROADCASTING.
Staff announcer 250 watt network station wanted.
Send complete details including salary expected.
Tape, etc., will be returned. Box 437C, BROAD-
CASTING.
Experienced negro personality dj for Chicago.
Top salary for right man. Send background,
photo and brief taped sampling of news, dj and
commercial ability at once, special delivery.
Box 443C, BROADCASTING.
$90.00 per week start. Montana news music oper-
ation has opening for dj. Outline experience.
Tape if possible. Box 453C, BROADCASTING.
Florida, south coast. Aggressive independent
needs personality pop-dj. Send tape, resume,
references. $100 week to start. Box 468C, BROAD-
CASTING.
Work in successful station with excellent facil-
ities, congenial staff, and good opportunities. If
you have pleasant voice, and good delivery, send
resume to Box 470C, BROADCASTING.
Morning man, to run the morning show of a
western Pennsylvania established station. Must
be experienced, have imagination and do a
smooth running show. Board experience neces-
sary. $75 for 40 hour week. Send tape and refer-
ences. Box 471C, BROADCASTING.
Top Texas daytimer in semi-metropolitan market
needs a smooth dj with first phone, light on en-
gineering side. Solid base pay plus extra income
opportunities at progressive station now in 35th
year. Box 480C, BROADCASTING.
5 kw fulltime Georgia independent needs hill-
billy announcer without the accent. Must have
voice good enough for production spots. Prefer
party who is available for personal interview.
Send tape and letter with all information includ-
ing references. Box 483C, BROADCASTING.
Announcer wanted, must be mature, experienced,
warm, friendly personality with ability to sell
on the air. Please submit resume, tape and pic-
ture with your letter. No recent radio school
graduate, please. Box 484C, BROADCASTING.
RADIO
Help Wanted— (Cont'd)
Announcers
Texas regional needs experienced morning man.
$85.00 for 42 hours. Good opportunity for ad-
vancement. Air mail resume, photo, tape. Box
509C, BROADCASTING.
Wanted, fast styled dj in tremendous radio mar-
ket. We are top station. Want no network an-
nouncers. Excellent showcase. Rush tape. Ideal
place to live in southern California. Box 513C,
BROADCASTING.
Progressive independent daytimer reaching New
York has opening for good experienced an-
nouncer. Box 520C, BROADCASTING.
Young, energetic morning man. Mutual affiliate.
Send tape, resume immediately. KAWT, Douglas,
Arizona.
Negro dj. Experienced only, for WFEC, Miami,
Florida. Send tape and resume immediately.
WFRL, Freeport, Illinois has immediate opening
for experienced staff announcer. 48-hour week,
overtime over 40 hours. Paid vacations, free in-
surance, daytime operation. Write or call Bud
Walters.
Wanted at once one good announcer with 1st
class ticket and maintenance experience. Must
be clean cut and reliable. Send audition and full
details to Bill Stewart, WPBC, Minneapolis.
Experienced versatile announcer who knows
popular music for Washington, D. C. area inde-
pendent. Send resume, tape and photo to Jack
Moran, WPIK, Alexandria, Virginia.
Technical
Need 1st class engineer for combined am-fm-tv
operations in mid-western city of 60,000 pop.
Prefer man with some broadcast experience.
Send resume, photo 1st letter. Box 421C,
BROADCASTING.
Radio station near Atlanta has immediate open-
ing for combination engineer-announcer. Must
have FCC commercial first radio -telephone li-
cense. Above average salary, vacation policy, and
other benefits. Excellent opportunity for ad-
vancement. Box 423C, BROADCASTING.
Combination engineer-announcer for small town
southeastern 1000 watt station. Long experience
not essential, good character is. Tape, photo and
detailed resume with first letter to Box 432C,
BROADCASTING.
Excellent job open for good combo announcer-
engineer. Send complete details including audi-
tion tape which will be returned. Job pays $100
weekly. Box 438C, BROADCASTING.
Chief engineer with good voice for 1000 watt
western station. Fine market and living condi-
tions— $500 per month. Send tape, complete in-
formation to Box 452C, BROADCASTING.
Southeastern independent has immediate opening
for engineer-announcer. Excellent opportunity
and excellent pay. Send tape, photograph,
resume to Box 508C, BROADCASTING.
Wanted. First class engineer with good announc-
ing voice. Top pay. State salary requirements,
include tape and picture. Rush to Box 510C,
BROADCASTING.
Need engineer or engineer-announcer for 5kw
Wisconsin station. Personal interview required.
Recent graduates considered. Box 524C, BROAD-
CASTING.
Chief engineer with broad experience in preven-
tive maintenance for 250 watt, 24 hour operation.
Must have practical knowledge of recording and
equipment. Give complete background with an-
ticipated salary. Write Joe DuMond, Jr., Assist-
ant Manager, KAIR, Tucson, Arizona.
Engineer-announcer with first class ticket for
America's No. 1 country-music station WCMS,
Norfolk, Virginia. Highest salary to qualified
man. Call Roy Lamare, Madison 5-0525.
Wanted, chief engineer for 100 watt daytime sta-
tion. New equipment, remote control, good work-
ing conditions. Must have experience in radio
equipment, maintenance. WKBC, North Wilkes-
boro, North Carolina.
Broadcasting
December 30, 1957 • Page 79
RADIO
RADIO
RADIO
Help Wanted— (Cont'd)
Technical
Wanted: First class engineer. Sales or announc-
ing experience helpful. Job with future. Best
references required. Write Radio Station WKIN,
Kingsport, Tennessee.
Engineer: First phone immediately, experience
desired but not essential. Send complete resume
and salary requirements to C. E., WLAP, Lexing-
ton, Kentucky.
Chief engineer. Announcing helpful, but not
necessary! Top pay for the right man. Southeast.
Immediate opening. WLAS, Jacksonville, N. C.
Production-Programming, Others
Do you write sparkling, attention getting com-
mercials? Fast with an idea? Then, you're needed
at leading Illinois indie. Work with an aggressive
staff that helps make the spots flow. Salary tops,
too! Send resume and copy. We'll call! Box 341C,
BROADCASTING.
Wanted: Wide awake newsman or girl. One who
can write and gather local news. Apply Ed Allen,
WDOR, Sturgeon Bay, Wisconsin.
Continuity writer experienced in straight produc-
tion, copy, good typist. Prefer man. Immediate
opening. Call collect, Easton, Pa., 6155, Art Burns,
WEEX.
Experienced local newsman for station WSLB,
Ogdensburg, N. Y. Assume complete responsibil-
ity for gathering, writing and broadcasting news.
Good salary and working conditions. Contact
George Bingham, WKIP, Poughkeepsie, N. Y.
Newsman wanted immediately. Gather air, local
news. Ohio town 36,000. Desire permanent, expe-
rienced, hard worker. College grad preferred.
Apply only if you know you can do top-notch
job! Salary depends on you. Send tape, photo,
references, resume. Dick Scholem, WTlG, P. O.
Box 573, Massillon, Ohio. Telephone TE 2-5023.
RADIO
Situations Wanted
Management
Recently sold my station after ten years of prof-
itable operation. Ready to bring you a most
thorough and comprehensive knowledge of the
broadcasting business, all phases. Married, fam-
ily. 37 years old, available February. Looking
for community with a future. Box 224C, BROAD-
CASTING.
General manager available sometime in January.
Family man with good references, and solid
experience. Best terms present company as gen-
eral manager. Leaving for best offer that brings
advancement in my profession. Records and
personal meeting will indicate I'm an excellent
bet for a progressive radio operation. Box 405C,
BROADCASTING.
Situations Wanted — ( Cont'd )
Management
General manager, age 32. Primarily a salesman,
with energy and know-now to build business and
a competent sales force. Good with personnel and
programming. Box 481C, BROADCASTING.
Seeking manager position in small or new am
station in Los Angeles area. Engineer with sales
experience, 36 years, vet W. W. II. Box 495C,
BROADCASTING.
Manager or assistant manager. 9 years radio.
2V2 years business management. B. S. radio pro-
duction. Top references. Sober, reliable, sensible.
Family. 30. Prefer southwest or midwest. Will
consider reasonable salary, commission, or com-
bination for opportunity. Box 496C, BROAD-
CASTING.
Manage-owner, now selling. Can give any opera-
tion network quality. Excellent proven sales rec-
ord. 11 years experience. Built present station
from ground up. 29 years old, married, children.
Excellent references. Box 502C, BROADCAST-
ING.
Manager: small-medium market. Good saleable
ideas, will increase sales and cut expenses. Take
full charge of operation and do sports too. 10
years experience. Married, 3 children. $110 week
plus percentage. Box 506C, BROADCASTING.
Sales
Experience in radio and tv all phases. Wish to re-
locate with opportunity for advancement. $125
minimum. Jeff Guier, WBEX, Chillicothe, Ohio.
Announcers
Basketball announcer, 7 years experience. Finest
of references. Excellent voice. Box 898B,
BROADCASTING.
Girl-personality, dj, run own board, eager to
please. Free to travel, gimmicks, and sales. Box
204C, BROADCASTING.
Personality-dj strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 205C, BROADCASTING.
Deep, friendly voice. 4 years staff announcing
experience. Prefer midwest. $90 minimum. Box
367C, BROADCASTING.
Looking for announcer that sells hard; sells soft
when needed, understands value of personality
in radio and tv shows? I'm your man. Will
work hard for station with opportunities. Western
U. S. preferred. Box 404C, BROADCASTING.
Experienced mature announcer-personality dj,
desires permanent position with emphasis on an-
nouncing and opportunity of learning practical
side of engineering. First phone, news, sports
(play-by-play and color). Have done sales, pro-
gramming and copywriting. Some television ex-
perience Veteran, single, 26, available after first
of year. Go anywhere. Box 426C, BROAD-
CASTING.
Situations Wanted — (Cont'd)
Announcer
Negro team-husband and wife. Sure-fire puller
with services and gimmicks. Ready to make
money for you. Box 435C, BROADCASTING.
Negro dee-jay. Good board man, fast patter,
smooth production. I'm the one you're looking
for. Tape and resume. Box 436C, BROAD-
CASTING.
Seeking job as staff announcer, radio, tv. Three
years experience in important commercial mar-
kets. Pleasing voice; personality. 24, married,
will travel. Box 482C, BROADCASTING.
Well experienced announcer, some television.
Full particulars on inquiry. Box 485C, BROAD-
CASTING.
West coast man with family, five years experi-
ence; announcing, newscasting, dj, program di-
rector, assistant manager. Air work absolutely
top quality. Will send tape and resume. Box
486C, BROADCASTING.
Lazy announcer-lincense (no maintenance) pre-
fers easy operation, excellent wages. Box 497C,
BROADCASTING.
Fast paced dj, 3 years experience, knows music,
good commercial. Box 498C, BROADCASTING.
Will play the best music in your library, from
pops and albums. Prepare IV2 hours for every
air hour. Deejay for teens or late-night, relaxed
sessions. 2V2 years experience; age 25. $85 weekly.
Prefer warm climate. Box 503C, BROADCAST-
ING.
Announcer, first phone, no maintenance, good
news, commercials, dj, experienced. Box 512C,
BROADCASTING.
Ambitious, experienced combo. Industrious, re-
liable and ready to move up. Box 516C, BROAD-
CASTING.
Engineer-announcer or sales available soon. Box
517C, BROADCASTING.
Experienced arinouncer-dj — 5 years. Production
minded. Know all music, sports, news. Do live
shows, public appearances, interviews. Married.
Looking for larger market and salary. Box 518C,
BROADCASTING.
Tape-schmape! Doesn't give true picture. I'll
come to you for in-person test almost anytime,
anywhere. For top-rated dj -sports personality,
who'll be on top in large market, write Box
519C, BROADCASTING.
Country music deejay who still plays country
music. First nhone, no maintenance. Six years
experience. Box 521C, BROADCASTING.
Savor the flavor of a distinctive negro person-
ality, graduate of broadcasting school. You'll
never regret or forget that authoritative news-
casting style, convincing commercials and orig-
inal di fashion. Competent writer. Box 525C,
BROADCASTING.
Negro announcer, 5 years experience. Give me
3 months. Be tops in your area. Travel. Box 528C,
BROADCASTING.
Announcer, 3 years experience, seeks position
upper midwest. Prefer live audition. F. Kuhl, 20
North Franklin St., Madison, Wisconsin.
Graduate of Chicago radio school seeks oppor-
tunity to display talents as pop or jazz disc
jockey. Also strong on news. 19 years old. Single.
Contact Bill Thomas, 1113 W. Oak St., South
Bend, Indiana.
Technical
Young man with first phone desires opportunity
to use same. Primary interest is operating but
willing to try anything. Joe Lundy, Tonasket,
Wash.
Production-Programming, Others
Sports director, salesman, announcer, qualified
to manage, 8 years experience radio and tv.
Box 357C, BROADCASTING.
News director new Penna. daytimer. Staff cut
victim. Can gather, write, edit. Write sales-
proven documentaries. Play-by-play. 3 years
Phila. Inquirer sportswriter. Double in promo-
tion. Married, college, car. Box 507C, BROAD-
CASTING.
Man Friday, Ability, travel. Mature, 14 years
experience all phases broadcasting. Assistant
manager, program director, news chief. Salary
tops. Pat Fox, 53 Carlson Avenue, Danville, Vir-
ginia. Phone SWift 3-5943.
Farm director, copywriter, excellent references.
Lyle Nelson, Route 1, Breckenridge, Minn.
Broadcasting
ANNOUNCERS
Radio stations throughout the country are
rapidly converting to "combo operation".
Keep pace with the trend — protect your se-
curity— get your first class F.C.C. license without delay. Put yourself on the preferred list
for better, higher-paid positions. A first class F.C.C. license gives you the advantage over
otherwise equally qualified applicants. We have trained thousands and can prepare you,
too, for a first class F.C.C. license in a minimum of time. Our 32 page booklet, Opportuni-
ties in Electronics, explains how you can prepare for this all-important license quickly,
through home study or in resident classes. This booklet is free. Write for it today.
Our Guarantee
If yon should fail the FCC
exam after finishing: our
course, we guarantee to
give yon additional train-
ing- at NO ADDITIONAL
COST.
FCC-Type Exams
FCC-type tests are nsed
throughout the Grantham
course. Constant practice
with these FCC-type tests
helps you prepare for the
actnal FCC examination.
MAIL COUPON TO SCHOOL NEAREST YOU
GRANTHAM SCHOOLS, Dept. 14-J
821 19th St., N. W., Washington 6, D. C. or 1505 N. Western Ave., Hollywood 27, Calif.
Please send me your free booklet, telling how I can get my FIRST CLASS FCC
license quickly. I understand there is no obligation and no salesman will call.
Name
Address
.city.
State
I am interested in: □ Home Study □ Resident Classes
*e 80 • December 30, 1957
TELEVISION
TELEVISION
WANTED TO BUY
Help Wanted
Sales
Immediate opening experienced tv salesmen who
really know how to sell. New central Florida
vhf. Big opportunity for producers. Lee Hall,
Sales Manager, WLOF-TV.
Announcers
Mature announcer, authoritative voice, special
events experience, for vhf in important Texas
market. Box 345C, BROADCASTING.
Technical
Assistant supervisor well established tv station
in northeast with transmitter staff of 6, requires
assistant transmitter supervisor. Must be tech-
nically qualified in measurement and mainte-
nance of tv transmission equipment. Character
and technical references required with applica-
tion. Box 690B. BROADCASTING.
Unusual opportunity for inexperienced man who
wants on-the-job training in tv transmitter op-
eration. First phone required. Box 691B, BROAD-
CASTING.
Expansion of staff means opportunity for you to
live and work at established vhf CBS affiliate
in ideal climate of Colorado Springs. First class
license and operating and maintenance expe-
rience in television or radio required. Starting
salary $85.00 and up, depending on experience.
Regular salary review. State experience, educa-
tion, and furnish recent snapshot. H. C. Strang,
Chief Engineer, KKTV, Colorado Springs, Colo-
rado.
Production-Programming, Others
Continuity chief — male. To take over manage-
ment continuity department — midwest tv station
medium market. Must be able to operate with
minimum of supervision. Close cooperation with
sales department and producers expected. Open-
ing immediate. Send full details, including sal-
ary requirements, to Jack Kelin, PO Box 470,
Rockford, Illinois.
Want to add to continuity department, one ex-
perienced tv copywriter for station in fastest
growing market in southeast. Salary open, de-
pending on ability and past experience. Send
samples and background first letter to Richard
A. Fennel, WRDW-TV, Augusta, Georgia.
TELEVISION
Situations Wanted
Sales
TV account executive, qualified for sales and
sales management. Very aggressive, will guaran-
tee results. Have proven record. Want sound
proposition with top market. Box 487C, BROAD-
CASTING.
1 top-notch salesman — 1 top sell announcer. Pre-
fer moving as package deal. Both are top
quality men and interested in inquiries from vhf
markets only. Box 488C, BROADCASTING.
A nnouncers
Experienced announcer, presently employed in
radio, desires advancement to tv. Single, 27,
veteran. Tape, resume available. Box 420C,
BROADCASTING.
Able sports-staffer, play-by-play, good voice, now
11 months regional tv, 18 months Detroit radio,
B.A., prefer west coast. Box 458C, BROAD-
CASTING.
Have one year on camera experience, all phases.
Would like to move up and develop further with
larger station. Box 489C, BROADCASTING.
One year on-camera experience, emphasis on
newscasting, commercials. Married, mature, de-
pendable. Radio and theatrical background. Re-
sume available. Prefer east. Box 490C, BROAD-
CASTING.
Marry television and live happily ever after.
That's my aim. Presently radio d.i-announcer in
middle market. Present earnings $110. Box 515C,
BROADCASTING.
Technical
Experienced engineer and studio operator, for-
merly with N. Y. stations. Graduate of School of
Radio and Television Technique, RCA School.
Desires permanent location. Family man. Box
526C, BROADCASTING.
Production-Programming, Others
Cameraman and photographer. Years of experi-
ence and owns own equipment. Box 433C,
BROADCASTING.
Situations Wanted — (Cont'd)
Production-Programming, Others
Have experience, will travel. TV program man-
ager and director seeks new position with grow-
ing tv station. Fully experienced all phases of
tv operations with established network and film
contacts. College education, family, and 11 years
in industry. Best references available. Box 504C,
BROADCASTING.
News director: With ability to write, produce,
edit film and sell. College? Yes. Married? Yes.
15 years NBC, CBS and stations. 36. Box 527C,
BROADCASTING.
FOR SALE
Stations
For sale: One kilowatt daytimer in good small
market. $5,000 will handle. Box 440C, BROAD-
CASTING.
Metropolitan area radio station, largest city in
the south, first time offered. 5,000 watts. Out-
standing potential. Terms to responsible persons.
Write or wire Box 447C, BROADCASTING.
Wisconsin station with excellent record of earn-
ings and gross sales. $100,000 cash required with
terms on balance. Only replies from qualified
principals will be answered. Direct replies to
Box 492C, BROADCASTING.
Southern California daytime station, established,
over five hundred thousand people in primary
area, excellent potential. Box 1412, Beverly Hills,
California.
Florida small market station, $80,000 — $24,000
down payment. Paul H. Chapman Company, 84
Peachtree, Atlanta.
Florida small market station, $33,000 with terms.
Paul H. Chapman Company, 84 Peachtree, At-
lanta.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion. Experienced.
Former radio and television owners and opera-
tors.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
Remote control system recently removed from
service. Excellent condition. Receiver and ampli-
fiers drive any make am monitors. Reasonable.
Box 450C, BROADCASTING.
Microphones, Altec, Western 639A microphones,
new, guaranteed $130.00. Altec, 671A ribbon mi-
crophones $39.00. Box 511C, BROADCASTING.
Western Electric 1-C frequency monitor and spare
tubes. Also seven sets of Cannon Mike connectors.
Make offer. P.O. Box 1306, Medford, Oregon.
Two Wincharger towers, each 150 feet insulated,
with hardware, dismantled, and stored FOB Po-
catello, Idaho. $300.00 each tower, $550.00 for
both. Write Jim Brady, KIFI, Idaho Falls, Idaho.
1 Presto model SR-950 tape recorder. Capable of
4 hours continuous recording. Best offer. 1 Am-
pex model 300 tape recorder, capable of 2 hours
continuous recording. Best offer. 1 Presto disc
recording group, consisting of 2 8-N recording
turntables, 1-C cutters, 1 88-A amplifier, plus ac-
cessories. Best offer over $800.00. Contact Mr.
Patrick S. Finnegan, Chief Engineer, WLBC,
Muncie, Ind.
Two RCA BTF-3 kw fm transmitters complete
with spare tubes and monitoring equipment. Both
in excellent condition. $5,000 each. Glenn Calli-
son, Director of Engineering, The McLendon
Corp., 2104 Jackson Street, Dallas, Texas.
TV monitors, Miratel, twenty 17" and six 21"
demonstrators. Electrically checked, like new.
Slight cabinet imperfections. 17" $180 each and
21" $215. Each factory guaranteed. Also available
new at $219 and $259. Write Miratel, Inc., 1080
Dionne St., St. Paul 13, Minnesota.
Ampex model 401 single case portable recorder
10" reels, 7V2-15 ips full track. Excellent condi-
tion for $400.00 Write Voice of Faith, Inc., P. O.
Box 1315, Tulsa, Oklahoma. Attention: Mr. L. R.
Rex.
WANTED TO BUY
Stations
Station wanted: 30 years experience including
ownership, operation and engineering. Control
but not necessarily 100% ownership — Pa., N. J.,
Md., Del., area. Approximately $10,000 down.
Post Box 98, Hyattsville, Md.
Equipment
Wanted — Used am transmitter, 10 kw. State make,
model, condition, price. Box 444C, BROAD-
CASTING.
Wanted: RF bridge, General Radio 916- A or
similar model. Will consider GR model 1606-A.
Box 494C, BROADCASTING.
Wanted to buy — 5 kw. am transmitter for stand-
by and Conelrad use. Give full details and price.
Box 500C, BROADCASTING.
Good used 5 kw transmitter, air cooled. Box
501C, BROADCASTING.
Interested in purchasing a 3 kw or a 5 kw fm
transmitter or a 5 kw fm amplifier which can
be driven by a 1 kw RCA fm transmitter.
E. Sonderling, WOPA, Oak Park, Illinois, Village
8-5760.
Wanted: RCA BC3B consolette and up to four
(4) easy speed change turntables, such as RCA
BQ-2B or Gates CB-150-160. Reply to Chief Engi-
neer, WSBA, York, Pennsylvania.
FM transmitter 6 to 10 kw and accessories in-
cluding monitor and studio equipment. Contact
George Voron & Co., 835 N. 19th St., Philadel-
phia 30, Pa.
INSTRUCTIONS
FCC first phone preparation by correspondence
or in resident classes. Our schools are located in
Hollywood, California and Washington, D. C.
For free booklet, write Grantham School, Desk
B2, 821-19th Street, N. W., Washington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
F.C.C. license residence or correspondence. The
Pathfinder method-short-thorough-inexpensive.
For bonus offer write Pathfinder Radio Services,
737 11th St., N. W., Washington, D. C.
MISCELLANEOUS
For $25.00, you can sound brighter, sound alive,
build a rating. We want repeat business, so
$25.00 buys a complete new sound. Send basic
information, call letters, etc. Satisfaction assured
or monev back. Write now Box 417C, BROAD-
CASTING.
RADIO
Help Wanted
Announcers
MILKMAN WANTED U
J Metropolitan market in New
England needs a hardy, happy, y
healthy, hard - hitting record
X rider for "Destination Dawn"
Monday thru Saturday, Mid- si
nite to 6 A.M. Good salary
plus commissions. Send tape, J,
resume to
I
Box 41 5C, Broadcasting
-stw «w — *\
:xsc
Alert announcer who can pace a bright
morning show. Work with an outstanding
staff in a combination radio-tv operation;
network operation in upper mid-west. Resort |
area. Excellent pay for the right man. We |
want a man with experience, ideas, and de- |
pendability. Send background, resume and j
tape to
Box 441 C, BROADCASTING.
Broadcasting
December 30, 1957 • Page 81
RADIO
EMPLOYMENT SERVICE
FOR THE RECORD Continues from page 78
Help Wanted— (Cont'd)
Announcers
| $15,000 FOR TOP I
t MORNING MEN I
* t
£ Two of Nation's most famous J
* independents, both number *
* one rated and both located in *
* I
$ top metropolitan markets, J
i looking for fine morning men *
i J
* — good voices, humor, possi- J
* bly gimmicks. Send tapes and *
* backgrounds immediately to: J
t Box 493C, BROADCASTING £
* J
OOOOOOOOOOOCXXXXXXXDOOOOOOCXXXX>
Immediate opportunity available for a
top-notch radio newscaster in major
midwest market. Must have dynamic
on-the-air personality, good writing
style, and ability to cover news beats.
Send resume, picture and tape.
Box 505C, BROADCASTING
XXXXXXXXX
ANNOUNCER
? Central New York State Network f
Radio-TV Station has opening for
J, experienced staff man. Top pay. J
Excellent working conditions. Rapid
advancement. Send details and pix
first letter.
Write Box 514C, Broadcasting
fes
5P
9P
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I
World's First Radio Station
Needs
STAFF ANNOUNCER
WWJ-The Detroit News is seeking
man of unusual ability to handle
staff announcing assignments. Must
have minimum of three years sta-
tion experience and offer solid ref-
erences. Excellent salary and staff
benefits. Send tape, photo, and
resume to: Program Manager,
WWJ-The Detroit News, 622 W.
Lafayette, Detroit 31, Michigan.
-age 82
I
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
1736 Wisconsin Ave.. N. W.
WASHINGTON 7. D. C.
FOR SALE
Stations
IN TOP 100 MARKETS
Middle Atlantic full time station.
Asking price of $250,000 is less
than 5 times net earnings to ab-
sentee owner who pays manager
$8,000 salary. Six-acre transmitter
site included. Studios in leading
downtown hote!. Terms 30% down
with balance over five years.
Hurry if you want this opportunity.
Full details available. Allen Kander
& Co., 1625 Eye Street N. W„ Wash-
ington 6, D. C.
Equipment
FOR SALE! A m p e x
Tape Recorder Model 402,
in good condition, now in
use. Will accept best offer.
C.O.D., Butte, Montana.
Box 499C, Broadcasting
TAPE RECORDERS
AH Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8. Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
Dollar
Dollar
you can't
beat a
classified ad
in getting
top-flight
personnel
TV ASSIGNMENTS
A complete, up-to-date listing of tv
assignments throughout the country
was published in the Dec. 21 Federal
Register, available through the Super-
intendent of Documents, Government
Printing Office, Washington 25, D. C.
Price is 15 cents. The tv table of allo-
cations (Sec. 3.606 of the Rules) in-
cludes all revisions made during 1957,
since the Commission will not meet
until Jan. 3.
WJBF Augusta, Ga. — Granted cp to replace
expired cp which authorized changes in existing
tv station, and mod. of same to change main
studio location from North Augusta to Augusta.
WJLB-FM Detroit, Mich. — Granted cp to in-
crease ERP to 10 kw and change type trans.;
trans, to be operated by remote control.
WRNC Oakland, Md. — Granted cp to mount
fm ant. on north tower of WPGC, decrease ERP
to 15.5 kw and make changes in ant. system; ant.
280 ft.
KPLA-FM Los Angeles, Calif. — Granted cp to
increase ERP to 83 kw and ant. to 2,860 ft., in-
stall new trans., change trans, location and make
changes in ant. system.
KBCA Beverly HiUs, Calif. — Granted mod. of
cp to decrease ERP of fm stations to 100 w,
change type trans., make changes in ant. system,
change trans, location to Los Angeles; ant. 720
ft.; trans, to be operated by remote control.
WCDB Hagaman, N. Y.; WCDC Adams, Mass.;
WTEN Albany (VaU Mills), N. Y. — Granted mod.
of cps to change name to Capital Cities Tele.
Corp.
WMBD-TV Peoria, 111. — Granted mod. of cp
to change ERP to vis. 200 kw, aur. 107 kw and
make minor equipment changes.
KWGB-TV Goodland, Kan. — Granted extension
of completion date to 6-20-58.
Actions of December 17
WSTV Steubenville, Ohio. — Granted change in
remote control authority.
WRC-TV Washington, D. C. — Granted exten-
sion of completion date to 3-17-58.
KBAY-TV San Francisco, Calif. — Granted ex-
tension of completion date to 6-30-58.
Actions of December 16
WCAW Charleston, W. Va. — Granted transfer
of control from Pete Johnson Bcstg. Co. to E. M.
Johnson.
KLPM Minot, N. D. — Granted assignment of
license to Minot Bcstg. Co. (stock transaction).
KXLF Butte, Mont. — Granted license covering
installation of new trans., change in studio loca-
tion and operation of trans, by remote control.
KMLA Los Angeles, Calif. — Granted mod. of
SCA to use 49 kc in lieu of 67 kc — multiplex
operation.
Following were granted extensions of comple-
tion dates as shown: WJPB-TV Fairmont, W.
Va., to 3-15-58; KSD-TV St. Louis, Mo., to 6-20-
58; WXTV Youngstown, Ohio, to 6-28-58; KSWS-
TV Roswell, N. M., to 3-15-58.
Following stations were granted authority to
operate trans, by remote control: WISO Ponce,
P. R.; KEAP Radio Fresno, Fresno, Calif.; KEXX
San Antonio, Tex.
UPCOMING
December 30, 1957
January
Jan. 11-15: 41st annual convention. National
Automobile Dealers Assn., Miami Beach Audi-
torium.
Jan. 13-14: CBS-TV affiliates, Shoreham Hotel,
Washington, D. C.
Jan. 16: NBC Owned Stations Div., "Know Your
Schools," luncheon meeting, Sheraton-Carlton
Hotel, Washington, D. C.
Jan. 17-19: Advertising Assn. of the West, mid-
winter conference, Hotel del Coronado, San
Diego.
Jan. 22-24: NARTB, combined boards, Camelback
Inn, Phoenix, Ariz.
Jan. 24-26: American Women in Radio & Tv,
annual Sight and Sound Seminar, Hotel Bilt-
more, Palm Beach, Fla.
Jan. 30-31: 13th annual Radio & Television In-
stitute, School of Journalism, U. of Georgia.
Jan. 31: Broadcasters Promotion Assn., board
meeting, Sheraton Hotel, Chicago.
February
Feb. 1: Farm Broadcasting Day, celebration to
be planned by NARTB and Dept. of Agri-
culture.
Feb. 3-7: American Institute of Electrical Engi-
neers, general meeting, Statler and Sheraton-
McAlpin Hotels, New York.
Broadcasting
AWARDS
Four Tv Film Editors Honored
With 1 957 ACE Critics' Awards
American Cinema Editors annual critics'
awards, based on selections of critics polled
by ACE, were presented to four tv film
editors for their editing of single episodes
of dramatic, comedy, documentary and
western tv series. In the dramatic category,
the ACE award went to Edward Williams
for "Four O'Clock" (Suspicion), produced
by Revue Productions and broadcast on
NBC-TV. The comedy award went to Robert
Hoover for "Bud, the Executive" (Father
Knows Best), Screen Gems, NBC-TV. The
documentary award went to Arthur H. Bell
for "Under the Mediterranean" (Bold Jour-
ney), Advance Productions, ABC-TV. The
western award went to Michael Luciano for
"Crackup" (Gunsmoke), Filmaster Produc-
tions, CBS-TV.
Gillin Award Deadline Given
Entries for the John J. Gillin Jr. Memorial
Award, top award for Canadian radio broad-
casting stations in the field of community
service, must be in the hands of the Ca-
nadian Assn. of Radio and Television Broad-
casters, Ottawa, Ont., by Feb. 1 for judging.
The award, in memory of John J. Gillin,
WOW Omaha, Neb., has been given to
Canadian stations since 1951. Entries must
be submitted in quadruplicate and will be
judged by an impartial committee headed
by J. T. Richard, member of parliament for
Ottawa East.
AWARD SHORTS
WRCA-TV New York's Hi Mom program
(Mon-Fri. 9-10 a.m.), devoted to providing
young mothers with information on child
rearing, has been presented with Mennen
Foundation award for "outstanding contri-
butions to baby care."
WSB Atlanta has received first prize for
outstanding service to Georgia agriculture
from Georgia Farm Bureau Federation.
Award is presented to station of 5 kw or
over and is one of GFBF's annual Media
Awards.
KSOK Arkansas City, Kan., received award
from American Meteorological Society for
"its action in initiating a telephone call to
the weather bureau office at Wichita report-
ing that information had been received on
tornadic activity near Maple City and Otto,
Kan."
Gilbert I. Berry, vice president-general sales
manager, WIBC Indianapolis, selected for
Sports Illustrated Silver Anniversary All-
America Roster for "his outstanding career
and community service record over the past
25 years." Mr. Berry and 24 other former
collegiate football stars were recipients of
award following nominations submitted by
their alma maters.
Dr. I. Keith Tyler, director of Institute for
Education by Radio-Tv, Ohio State U.,
honored with 1957 Citation of Merit from
National Assn. of Educational Broadcasters,
St. Louis, for work in connection with uni-
versity's IERT for over 25 years.
Rev. Ralph Sockman, conductor of NBC's
National Radio Pulpit and NBC-TV's Man
to Man, received World Committee on
Christian Broadcasting's international award.
Ed McKenzie, disc jockey and host of
Saturday Party, WXYZ-TV Detroit, re-
ceived "Man of the Year" award from In-
dustrial Recreation Assn. for his work in
"fostering recreation of a cultural nature
for Detroit area young people."
Bob Lockhart, announcer, VOCM St. John's,
Newfoundland, awarded parchment certifi-
cate from Canadian Humane Association
for bravery in attempting to rescue four-
year-old boy from underground stream last
January.
Fred Wolf, WXYZ-AM-TV Detroit, honored
with citation by Detroit Police Officers Assn.
and $50 defense bond for his contribution
toward better public understanding of police
profession and its problems.
Sterling C. Quinlan, ABN vice president in
charge of WBKB (TV) Chicago, honored
with 1957 human relations award from
Chicago Commission on Human Relations
for contributions in special program, Report
to the People.
Jefferson Standard Broadcasting Co. (WBT
and WBTV [TV] Charlotte, N. C.) awarded
first annual "Corporate Citizenship Award"
by North Carolina Literary & Historical
Assn. Jefferson Standard was "adjudged to
have rendered the greatest service to the
literary, historical and general cultural ad-
vancement of the community and of the
state of North Carolina."
Dinah Shore, songstress, Madelyn Pugh
Martin (Lucille Ball-Desi Arnaz Show),
scripter, and Margaret Ettinger (vice presi-
Communication Counselors Inc.), publicist,
were chosen as three of 10 Los Angeles
Times Women of the Year for 1957, "wom-
en who have made California, and Los An-
geles in particular, a better place to live."
U. of Maryland speech department an-
nounces its 1958 Victor Frenkil Tv Script
Award is now open. College and university
students of radio and/or tv are eligible.
Entries must be received by March 15,
1958. Prize: $500.00. Send entries to
George F. Batka, director, Radio-Tv Div.,
Dept. of Speech, U. of Maryland, College
Park, Maryland.
Canada Foundation, Canadian Assn. for
Adult Education and Canadian Film Insti-
tute, announces new separate category for
tv film commercials in its 1 0th annual Cana-
dian film awards competition. Entry dead-
line is Dec. 31.
William L. Putnam, President
Like Hundreds
of Broadcasters...
President
WILLIAM PUTNAM of
WWLP
Springfield, Mass.
and
Vice-President
GEORGE TOWNSEND
Selected
STAINLESS TOWERS
George R. Townsend, Vice Pres.,
in charge of development
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
for Informative
Literature.
NORTH WALES • PENNSYLVANIA
Broadcasting
December 30, 1957 • Page 83
Roy McMillan, right, WSB Radio Farm Director, receives Georgia Farm Bureau Federation award from
D W Clanton, A & P official. H L. Wingate, center, is immediate past president of the Federation
For outstanding service to Georgia agriculture
Georgia Farm Bureau Federation award
again goes to WSB Radio
This 1957 trophy is the second to be awarded WSB Radio by the Federation
in recognition of the station's progressive and active farm programming for
the betterment of Georgia farmers and farming
It is another laurel to be added to the scores already earned by WSB
Radio throughout 36 years of broadcasting in the public interest. No other
Georgia radio station — or economical combination of Georgia stations — gives
advertisers an audience as large and loyal as does Atlanta's WSB Radio.
WSB
RADIO
The Voice of the South
ATLANTA
Affiliated with The Atlanta Journal-Constitution. NBC affiliate. Represented by Edw Petry & Co.
Page 84 • December 30. 1957
Broadcasting
MONDAY MEMO
from HANK BOORAEM, vice president, radio-tv, Ogilvy, Benson & Mather
JOHN VERY WELL MAY LOVE MARY— BUT DOES
THIS MOOD MATCH YOUR COMMERCIAL?
We're 13 minutes into the show. A poor, innocent thing
opens the door to her apartment. Little does she know — you
guessed it — wham! she's all in a heap. A pretty sad looking
heap, too, right in the middle of the floor. A sadistic juvenile
delinquent smooths down his ducktail, flips his switch-blade
and we go to a quick musical curtain as the commercial rolls.
Now, this is a commercial in which gay little animated
figures whiz across the screen while an announcer who is the
.soul of affability does a loud and cheery voice-over. You have
the fate of that poor, innocent creature on your mind. The
announcer has a product to sell, It's a little bit like having a
friendly puppy nip your ankles while you try to tie your shoes.
You like him, but he bothers the beejeebers out of you.
There is nothing wrong with this commercial. It's a dandy.
There is nothing in bad taste or particularly incongruous
about its appearance at this particular climax on our show.
What is wrong is that no effort has been made to match
moods. Equally unfortunate would be an institutional com-
merical following on the heels of a bright comedy scene.
Or a hard-hitting deodorant commercial following a love
scene.
THE COMMERCIAL'S IMPACT IS DILUTED
So this is not a plea for integration of commercials into
programs, although I am a firm believer in that. Rather, it is
an observation that advertisers and agencies should give
thought to the mood created by their program vehicles. It is
my guess that a commercial which breaks the mood of the
preceding program material is about one-third as effective
as one which successfully matches it. This goes on the as-
sumption that the commercial itself is an absolute "zinger,"
loaded with sales persuasiveness and creative ingenuity.
The complexities of the television business and of a large
advertiser's marketing problems often make it difficult to in-
tegrate each commercial in every situation. The Sid Caesar-
Imogene Coca show for Helena Rubinstein will be live and
the commercials will be live. That gives us a good opportunity
for solid integration which other advertisers with all film
commercials and film shows cannot hope to achieve to the
same degree.
But there is much they can do to match mood. The Alfred
Hitchcock lead-ins for Bristol-Myers do a good job of switch-
ing mood from suspense-filled drama to light-hearted com-
mercial. Mr. Hitchcock in brief seconds gently conducts the
viewer from mayhem to merchandise, holding our hand, as it
were, while we shake off the horrors we have seen and get
ready to watch "A" and "B" fight those swinging doors in our
viscera.
I imagine this brief lead-in by Hitchcock is not considered
commercial time, but if it were, it would be the best six or
seven seconds Bristol-Myers ever spent. Many other adver-
tisers could use a similar device.
DON'T LET YOUR MESSAGE BECOME OVERLOADED
Unfortunately, too often when the creative department
comes up with a wonderful mood-matcher, a small voice
pipes up, "You mean you're not going to put in that our
product also can be used to sanitize birdbaths?" The harried
creator points out there is only a minute in which to make
this sale. It's right then that any device to bridge the show
and the sales message is quietly asked to leave the room.
That's how otherwise effective commercials are put in a
straitjacket.
The mood-matcher ought to be considered the most im-
portant part of the commercial, like the first stage of a
rocket — essential to getting the sales message into the proper
orbit. If the viewer is psychologically set, he will give you the
chance to tell your sales story, providing you have anything
worthwhile to say. But if you don't take the time to get him
in the mood, you are asking for it. He may make the supreme
effort and switch you off.
What's worse, he may just sit there and loathe you.
Hendrik Booraem Jr.; b., March 27, 1911, St. Paul, Minn. Entered agency business in
1937 with Arthur Kudner Inc., now Kudner Agency, as assistant to vice president in
charge of radio, after a career on Broadway as playwright ("The Sky's The Limit"),
director and stage manager. In 1938, joined Young & Rubicam, N. Y., and became
director and radio supervisor on such programs as We The People (General Foods'
Sanka), March of Time (Time Inc.), Screen Guild Theatre (Gulf Oil) and Burns and
Allen (Lever Bros.). Left Y&R in 1943 to join U. S. Navy, was chief of operations,
American Forces Network, ETO (Armed Forces Radio Service). As independent radio
packager in 1946 he engineered Philco-Bing Crosby deal, packaged program which
subsequently led to his appointment as manager of west coast office, Hutchins Adv.,
Philadelphia (Philco's agency). In 1949, Mr. Booraem joined McCann-Erickson as
executive producer of radio; left M-E in November 1955 as vice president in charge
of radio-tv programming to join C. J. LaRoche & Co. as radio-tv vice president; left
that agency last September to join OB&M.
Broadcasting
'Si
EDITORIALS
Everybody's Fight
WHEN the Baltimore City Council voted a 6% tax on adver-
tising last month, we warned that other cities would be
tempted to follow suit.
It was a prediction that we hoped would be wrong, but it wasn't.
A St. Louis alderman has announced that he will propose a
similar tax and has support for its passage.
The mayor of Norfolk, Va., has urged a revision of Virginia
state law to permit cities to tax advertising.
Unless both legal and political means are found to stop it, the
municipal taxation of advertising will become a trend.
Cities everywhere are faced by financial problems and are
desperately seeking new sources of tax revenue.
If Baltimore can make its tax stick, it will have discovered a
new source of revenue that will look irresistable to other city gov-
ernments.
What can the advertising business do about it?
First, it can give its full support to the Baltimore media and
advertisers that have gone to court to oppose the city tax. It is as
important to the radio station in Kansas City as to the radio station
in Baltimore that every legal means be taken to obtain a perma-
nent court injunction against the Baltimore tax.
Second, media, agencies and advertisers must organize to oppose
tax proposals elsewhere while they are still proposals and before
they become law. Half the battle has already been lost in Baltimore.
Fortunately, advertising has many sound arguments it can use
to dissuade a city government which is amenable to reason from
imposing special taxes on advertising. Some of these arguments
were stated in this publication's Monday Memo last week by
Wilbur VanSant, president of the Baltimore agency, VanSant,
Dugdale & Co.
It is Mr. VanSant's belief, and it can be convincingly demon-
strated, that a tax like that in Baltimore can cost a city more in
general economic damage than it can produce in tax revenue. That
is a dollars-and-cents argument, and a good one.
There is also an argument based on principle, as Mr. VanSant
pointed out. That is the argument that a special tax against the
communications industry opens the doors for political control.
Establish the principle of a special tax on radio, television and pub-
lications advertising and you have also established the precedent
which an unscrupulous government can use to threaten media by
increasing their special taxes.
Unattractive precedents of that kind become established only if
right-thinking people are too unconcerned to object effectively.
Best Way Out
rpHE outcome of the ever-delicate negotiations with ASCAP for
-1- new television music performance licenses is now up to the
stations.
Last week the 15-man, all-industry negotiating committee made
its report to the 250-odd stations that are underwriting its work and
asked for their decision. ASCAP was willing to renew the current
licenses for four years on their present terms. The committee rec-
ommended this course unanimously.
In any issue as complicated as this there are bound to be valid
arguments on both sides. It is our judgment, however, that the
greater weight is on the side of renewal. The committee was not
entirely agreed at the outset but subsequently came to this con-
clusion unanimously. The networks are agreeable.
The negotiations have reached this critical point with less blood-
letting than might have been expected. What took four and a half
years the last time has been accomplished in these negotiations in
a relatively few months. But there is no question in our mind that
the negotiations will be drawn out, perhaps beyond belief, if the
stations turn down the current offer.
This is not to say that a bad deal should be accepted to avoid the
pain of prolonged dickering. Certainly ASCAP gets the bulk-
more than 80% — of its income from tv and radio. In this context we
have always argued that broadcasters' licenses are high and out of
all proportion to the contributions of other music users. We don't
back away from this position for a minute. But considering all of
the circumstances and possible ramifications, we cannot fail to
Page 86 • December 30, 1957
Drawn for BROADCASTING by Sid Hlx
"You get one lousy complaint from one listener, and you're going to
put me off the air?"
support the negotiating committee and the networks in favoring
renewal for four years.
ASCAP imposed one condition. The "if" is that the three net-
works and a "substantial majority" of stations must accept. At one
point "substantial majority" was construed in terms of 85%, but
ASCAP now apparently means some unspecified percentage —
probably from 85 to 100 — which ASCAP itself will judge satis-
factory or unsatisfactory. We must add that this is typical of
ASCAP which never misses a chance to throw its weight around.
Perhaps the percentage gimmick is a face-saving device; ASCAP
members must be shown that ASCAP called the turn. More likely
it is a safety device to guard against any possibility that major sta-
tions or major station groups hold out. Be that as it may, we en-
dorse the negotiating committee's decision. We hope stations will
follow suit. As things stand now, the other way leads to incalculable
wrangling but no apparent prospect of something better.
Elder Statesmen
TWO great names in broadcasting — Burbach of St. Louis and
Outler of Atlanta— were placed on the rolls of the voluntarily
retired with the end of 1957, after 35 years of dedicated service.
George M. Burbach of the KSD operations and John M. Outler
of the WSB stations had singularly parallel careers, beginning al-
most with the beginning of radio. Each spent his career with the
same newspaper-owned stations. Each fought the battles of news-
paper ownership. Each epitomizes broadcasting at its rugged best
during its first turbulent and challenging generation.
WSB began operation in 1922 — the first radio station in the
South. KSD likewise signed on in 1922 — among the pioneers in
the Midwest. And KSD-TV in 1947 became St. Louis' first tv
operation. The next year WSB-TV became Atlanta's pioneer tv-
outlet.
Both Messrs. Outler and Burbach served their chosen fields well.
They were active in trade association affairs. They were identified
with the leadership in many a broadcaster's cause. Their pioneering
in both radio and television made their operations meccas for broad-
casters in quest of know-how. They are among the elder statesmen
who have helped impart to radio and television stability and sub-
stance in the face of stubborn opposition of competitors down the
line — including less far-sighted newspapers than those with which
their ownerships were identified.
The KSD and WSB operations are among the most successful in
the nation because they had the good fortune of optimum manage-
ment from the beginning. Messrs. Outler and Burbach now turn
their operations over to younger hands, trained by them, as they
enter well-merited retirement. Broadcasting was good to George
Burbach and Johnny Outler. And they were good for broadcasting.
Broadcasting
Great Ideas of Western Man . . . one of a series Artist: Forest Wayne Hertel
JACK HARRIS. Vice President and General Manager • JACK McGREW. Station Manager • EDWARD PETRV & CO., National Representatives
Listening Pattern
B Changes in New York...
NOVEMBER
PULSE
SAYS:
■
3
rd
MONDAY THROUGH SATURDAY
ALL DAY AND NIGHT
2
nd
NOVEMBER
HOOPER
SAYS:
1st
SUNDAY
ALL DAY AND NIGHT
SEVEN DAYS A WEEK
7:00 am -11:00 pm
AMONG ALL STATIONS INDEPENDENT AND NETWORK
After two years of audience growth, WINS ADVERTISERS are now cashing in on continuous
cumulative monthly gains in almost every quarter hour. In November, 47 out of 48 daytime quarter
hours are UPl
EW
OUND
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