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MARCH 19, 1956 35c PER COPY BROAA,. ST1 IG TU(ECASTI NG Complete Index Page 10 60 Do the Networks Control the FCC? seconds Page 27 )vercommercialization is all Draws Critical Fire Page 28 it takes... Advertisers Agree 15% Here to Stay After years of experimentation, Alex- on Spot Radio. Page 31 ander Graham Bell proved in a matter It costs less to reach more of your po- of seconds that it was possible to trans- tential customers . whoever they mit a human voice through a thin elec- are ... wherever they might be ... at Opponents Don't Get tric wire ... the telephone became a the precise time and place of your Time to Answer Ike reality. choice. Page 49 Today, to successfully voice the merits 60 Seconds -or less is all it takes to of your product, to move merchandise sell them with the right, bright buy - most anywhere. 60 seconds is all it takes Spot Radio. ienate Ending Hearing WSB Atlanta NBC I Minneapolis KMA Shenandoah ABC KSTP NBC On Tv Allocations Dallas St. Paul (Iowa) WFAA* NBC Page 66 eFt. Worth ABC WABC New York ABC KTBS Shreveport NBC W!KK Erie NBC WTAR Norfolk CBS KVOO Tulsa NBC KPRC* Houston NBC WIP Philadelphia MBS ABC Pacific Radio NBC Regional Network WJIM Lansing WRNL Richmond ABC ABC KCRA Sacramento NBC *Also represented as key KARK Little Rock NBC WOAI* San Antonio NBC KABC Los Angeles ABC KFMB San Diego CBS stations of the WISN Milwaukee ABC KGO San Francisco ABC TEXAS QUALITY NETWORK Represented by EDWARD PETRY & CO., INC. THE NEWSWEEKLY THE ORIGINAL STATION REPRESENTATIVE OF RADIO AND TV NEW YORK CHICAGO ATLANTA DETROIT LOS ANGELES SAN FRANCISCO ST. LOUIS Jan Voss, hostess on Sioux City's KVTV "Open House" - Monday thru Friday, 1:00 to 1:30 p.m. This is a picture of the Midwest's leading TV saleswoman at work Proof These typical results for KVTV "Open House" advertisers. 590 requests from 1 announcement 250% sales increase Inquiry cost, only 11.39¢ An offer of a free crystal butter On two quarter hour programs a Jan asked her loyal viewers to send dish for Roberts Dairy brought 590 week, Jan Voss convinces home- 50¢ and a Gloss -tex label for a makers that "It's Fun to Sew." handy garment bag. Results by the phone calls and mail requests from The sponsor, Fabric Center of bagfull brought cost per inquiry only one announcement. Sioux City, says 1955 sales of down to 11.39¢. (Average across Necchi sewing machines were 250% the nation, 32.06¢.) better than 1954. Toni gets response from 52 cities 400% sales increase So who doesn't have a success story to tell? Sure, any station can point For the Toni Company Jan offered The L'Trio Dressing Co. bought with pride to productive promo- a booklet entitled "Beauty on a one -minute participations on "Open tions. But exceptional successes are House." During the first month of the rule -every day -on KVTV's Budget." Just one announcement the campaign, L'Trio sales were up "Open House." Why not put the brought 136 requests from 52 cities 400% over the same month a year Midwest's leading TV saleswoman in three states. previous. to work selling your product in the rich Sioux City market? Your Katz man can tell you about avail - abilities. CBS ABC A Cowles Station. Under the same management as The Sioux City WNAX -570, Yankton, Market, where South Dakota. Don D. 204,500 fami- Sullivan, Advertising Di- lies watch TV. rector. SIOUX CITY, IOWA TERRE HAUTE IS NAT COVERED BY OUTSIDE TV! FOR YOUR INDIANAPOLIS SALES AREA 108,000 unduplicated CBS -TV homes TERRE HAUTE, INDIANA E T I P R E S E T D N A O N A Y B I R N L L , E Y T H E B O L L N G C O . N E W Y O R K - C H I C A G O Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and July by BR0ADCASTING PUBLICATIONS, Inc., 1735 DeSales St., N.W., Washington 6, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C., under act of March 3, 1879. pioneering for an even better tomorrow 316,000 WATTS WGAL -TV Lancaster, Penna. NBC and CBS On March 18, 1949, pioneering WGAL -TV telecast its first programs ... thereby mak- ing it possible for those in its viewing area to enjoy television for the first time. During the seven eventful years which have followed, WGAL -TV has con- tinued its pioneering ... constantly improving its service and its programming ... conscien- tiously filling the role of public servant for the many communities in the Channel 8 Multi - City Market. WGAL -TV enters its eighth year with a determination to continue pioneering ... firmly resolved to give the best television service possible to its viewers and the many com- munities in which they live. STEINMAN STATION Clair McCollough, Pres. Representatives MEEKER TV, Inc. New York Chicago Los Angeles San Francisco Page 4 March 19, 1956 BROADCASTING TELECASTING dosed circuit. WHITNEY BUYING KGUL -TV? Con- vertisers convention that Dept. of Justice - NO DULL BOYS It's tentative yet, but versations looking toward acquisition of American Assn. of Advertising Agencies NBC is drawing plans for a gala conven- ch. 11 KGUL -TV Galveston -Houston by decree may slow down tendency of big tion of all its, affiliates, radio and tv, at J. H. Whitney & Co. for $4 million plus, agencies to get bigger and small ones Boca Raton, Fla., next December. It's reportedly are in final stages with agree- smaller. Reasoning was that if conven- understood affiliates will be approached ment likely this week. Paul E. Taft, tional 15% commission gradually gives shortly for reaction to proposal for com- president and general manager of CBS way to individually negotiated fees based bined work -play conclave Dec. 12 -16. outlet and 40.5% owner, would continue on agency services rendered, small agen- Plush Boca also was setting of NBC's last as directing head (and presumably would cies will be in better position than they convention spectacular, held in late No- re- acquire 10% in new company). Whit- are now to bid for and retain accounts. vember 1951 in observance of NBC's ney Co., headed by John Hay (Jock) BT 25th anniversary but marred by discordant Whitney, brother -in -law of CBS board AGITATION AD HOC All is not serene problems that officials hope will be missing chairman William S. Paley, owns ch. 6 on ad hoc engineering committee named this time. This year's would mark NBC's KOTV (TV) Tulsa, also CBS affiliated, by Senate Commerce Committee last 30th anniversary. There would be separate and has investments in community an- June to evolve tv allocations. Dr. Ed- sessions for radio and tv, with business tenna operations. KGUL -TV began op- ward L. Bowles, MIT professor of elec- primarily limited to first two days and eration in 1953 and includes among its trical engineering and chairman, report- weekend left free. Planners are thinking minority owners James Stewart, film star. edly favors project involving both engi- in terms of capacity turnout of about 600 BT neering and economics to be undertaken persons, including affiliate wives. DEGREE to which President Eisenhower by top rated university (presumably MIT) BT is sold on radio as medium to reach with special fund of $150,000- $200,000. ALTHOUGH it has not been ofically an- people everywhere evident in his corn- Other members, however, are represented nounced, WBBM Chicago has been gravi- ments to recent callers. Radio conveys as feeling this would conflict with Senate tating more and more in recent weeks to people who cannot read or write full Committee hearings as well as possibly toward music and news format in local meaning of democracy, he told one recent cut across FCC's own special network programming similar to that of independent visitor. And he backed that up tangibly study for which it had received $80,000 WIND. Trend has been more noticeable last week by asking GOP leadership in last year, with additional $141,000 ear- on weekend Mal Bellairs' program, which Congress to put steam behind his request marked for this year. Sidney S. Alexander, CBS o &o radio outlet conceived as Chi- for $47 million increase in funds for former CBS Inc. economic advisor, on cago-type Monitor or service project. Rest USIA, primarily to expand "Voice of July 1 joins MIT School of Industrial of week, stress is .on live music. America" operations. Management. BT BT BT SHIFT IN CHICAGO? Oft-recurring re- CAN IT BE COINCIDENCE? Washing- ANOTHER try being made to get Treas- port ABC Radio is thinking of shifting its ton observers are speculating whether ury and Congress to agree on elimination Chicago affiliation from WLS to WGN there is connection between Federal Trade of 10% excise tax on tv, this time on all - gained additional credence last week. It's Commissioner Lowell Mason's headline- band color receivers. Chairman Magnu- understood members of network's stations grabbing speech against radio -tv commer- son (D- Wash.) of Senate Commerce Com- relations department last Tuesday discussed cials last week (story, page 28) and fact mittee last week reportedly obtained sig- possible agreement with Frank P. Schrei- his present term on FTC expires in short natures of practically all members of his ber, vice president and manager of WGN five months. Like FCC members, FTC committee on petition to Treasury Secre- Inc.