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BROADCASTING Aaadasurr the BUSINES)Ii and RADIO E O COLLEGE>Rge OCTOBER 13, 1958 THIRTY -FIVE CENTS BROADCASTING aaadasurr THE BUSINES)ii AND RADIO E o COLLEGE>rGE. IORNlN6S1DE _ fa.rc;t LIBRARY a äplcu;aroá T('T!y °°it0 . --- sT- 'rssrsrtia.AL TvB flips open the record in inter -media fight Tor gets Page 33 Why Reynolds Metals plunked down $6 million plus for radio -tv Page 36 Interview: the paradox of high price for low cost -per- thousand Page 58 FTC gets tough, lays down rigid rules for price advertising Page 106 It says IN EACH OF FOUR MAJOR MARKETS... THE STORZ STATION IS FAR AND AWAY THE MOST LISTENED TO. MINNEAPOLIS -ST. PAUL . WDGY is first morning NEW ORLEANS . WTIX is first all- day -metro and first afternoon . first all -day with a 32.8',3 average area. BULLETIN: New 52- County Area Pulse (Texas to Florida) Hooper. First on Pulse, too ... and first 175 of 240 daytime Pulse shows WTIX way out front morning, afternoon, evening. That's ;/a hours. 60,000 watts plus 60,000 watt personalities. Talk to Blair, what 5,000 watts and 690 kc. have done! Other data: Hooper: or General Manager Jack Thayer. 32.8%. Pulse: 360 of 360 daytime y. hours; 499 of 504 overall V. hours. Talk to Adam Young ... or WTIX General Manager Fred Berthelson. KANSAS . CITY WHB is first all -day. Proof: Metro MIAMI . WQAM is first . all -day. Proof: Hooper Pulse, Nielsen, Trendex, Hooper; Area Nielsen, 96- county Area (40.5%) ... and first in 264 of 264 quarter hours; Pulse ... 432 Pulse. All -day averages as high as 48.5':. (Nielsen) Note too: of 432 quarter hours; South & Central Florida Area Pulse . 50.2% of men and women who listen to top 4 K.C. radio stations also Trendex. Next time you're in Miami, hear for yourself the listen to WHB. You get coverage, audience, men and women -on sounds that make it so. See Blair ... or General Manager Jack WHB. See Blair or General Manager George W. Armstrong. Sandler. WDGY Minneapolis St. Paul REPRESENTED BY JOHN BLAIR & CO. COMING WHB., Kansas City SOON: REPRESENTED BY JOHN BLAIR i CO. WTIX New Orleans TODAY'S REPRESENTED BY ADAM YOUNG INC. KOMA WQAM Miami TODD SrOR... REPRESENTED BY JOHN BLAIR & CO. This gallery of famous faces points up a pet theory of ours. Way we see it, most television stations today are up to their transmitters in half -hour run -of- the -reel dramas, and long -long, late -late movies. A good deal of it pap. As most of the popular magazines have discovered, there's been a wide swing in readers' tastes from fiction to feature. The same, we think, holds true for viewers. get the picture? They're looking for what could be called Realism ... articulate people discussing current subjects without the stranglehold of network J censorship ...and great artists performing LIVE with the electric immediacy of the theater. Some three years ago, KCOP originated Live Personality Shows in Los Angeles, and we've gone strong for them since. Currently, Tom Duggan and George Jessel, and their starspangled guests spin out 13 night -hours of delightful entertainment each week. And more cooking. As a Hollywood station, we've been fortunate in having our studios graced by the most illustrious guests in showbusiness .. as these pictures verify. We'd need several more pages to show them all. There's more to come in ouI Fall picture and we think it's sharp and entertaining. IKCOP 1000 N. CAHUENGA, HOLLYWOOD 38, CALIFORNIA Represented nationally by Edward Petry & Co., Inc. c M TV Strategically located to exclusively serve LANSING.... FLINT.... JACKSON Basic COVERING THE NATION'S MARKET Represented by th P.O.W. COIeMI Published every Monday, 53rd issue (Yearbock Number) published in September by BROADCASTING PUBLICATIONS INC.. 1735 DeSales St., N. W., Washington 6, D. C. Second -class postage paid at Washington, D. C. e, co u-rs-r)^. NI ED I NI 40-4 Every fall, football rivalry is foremost in its appeal to American sports enthusiasts. Equally outstanding in its field is WGAL-TV's unique multi-city coverage which costs you less by far than single-city coverage. Pioneer Channel 8 station WGAL-TV is first with viewers in Lancaster, Harrisburg, York, as well as in numerous other cities including: Reading, Gettysburg, Hanover, Lebanon, Chambersburg, Lewistown, Carlisle, Shamokin. $6 2/3 billion annual income $3 3/4 billion retail sales 9.42,661 TV sets AMERICA'S 10th TV MARKET " " READING mown HARRISBURG mmmmm ... -. WOF TV samonsuas LANCASTER cn. CHANNEL 8-Lancaster, Pa. YORK NBC and CBS MOWN Tn STEINMAN STATION Clair McCollough, Pres. Representative: The MEEKER Company, Inc. New York Chicago Los Angeles San Francisco Page 4 October 13, 1958 BROADCASTING closed circuit. CARRYING THE WORD Decision of however, can not be taken until return of more, WCOP Boston) is shifting from net- CBS to drop one of its two uhf stations FCC Chairman John C. Doerfer from Eu- work to selective spot radio effective this (ch. 18 WHCT-TV) and affiliate with ch. 3 ropean telecommunications conference in month. Through Lake- Spiro-Shurman Inc. WTIC -TV Hartford (story page 120) was Geneva, expected in mid or late Novem- it plans to spend roughly $500,000 in ra- received with mixed feelings at FCC. ber. To be determined is future course of dio spot in lieu of like amount expended Members of FCC were personally told of allocations, i.e., whether there should be during past two years on news sponsor- move last Thursday by William B. Lodge, mixed uhf -vhf assignments in specific mar- ship of NBC's weekend Monitor. CBS vice president of affiliate relations and kets, whether uhf should be abandoned, engineering, and Joseph H. Ream, Wash- which inevitably would mean shorter vhf SECOND LOOK More than cursory at- ington vice president. Concern was ex- separations and use of directional anten- tention is being given by FCC to Storer pressed over effect of another uhf station nas, or whether, to provide freer com- Broadcasting Co.'s $4.4 million -plus pur- demise upon mixed allocations structure petition everywhere, there should be full chase of ch. 6 WITI -TV Milwaukee and and in light of FCC's current consideration transition ultimately to uhf. related plan to sell or abandon ch. 12 of both Network Study Report and cur- WVUE (TV) Wilmington-Philadelphia, rent but unrelated reappraisal of uhf-vhf FCC staffers working on tv allocations which went dark Sept. 13. FCC considered allocations. problems are wearing broad smiles these WITI -TV transfer last Wednesday and, days. Reason is that Commission has au- after animated discussion, decided to defer By dropping Hartford uhf, CBS evens thorized them to spend $10,000 to buy na- action until this week. Comr. Robert T. count with NBC, which on Oct. 1 went tionwide, county-by- county Nielsen Cover- Bartley apparently is winning support for dark with its ch. 17 WBUF-TV Buffalo age Study No. 3 [LEAD STORY, August 25]. his long -held view that when multiple and affiliated with ch. 2 WGR-TV. Each For first time, FCC staff feels, it will have owner seeks to buy additional facilities, network now is operating one uhf-NBC's tool giving them hard and fast figures on hearing ought to be held to develop full ch. 30 WNBC (TV) Hartford -New Britain people's viewing habits area by area and information. and CBS' ch. 18 WXIX -TV Milwaukee. more particularly how uhf stacks up with lifting sta- vhf Since 1952 of freeze, 144 uhf both in viewing and in set distribution. While not much has been said about it, tions and 33 vhfs have been deleted, ex- RCA has embarked in astronautical field cluding CBS Hartford station. ACTION It looks as though FCC, at with plans for vast expansion. It has estab- long last, is going to act on revision of lished new Astro- Electronics Div. at STRATEGIC RETREAT It's consid- archaic license renewal forms which re- Heightstown, N. J., about five miles from ered virtual certainty that before general quire stations to give accounting of pro- its Princeton laboratory. While it now is meeting of affiliates in New York Oct. grams by categories and commercial vs. utilizing plant on about five acre site, 22 -24 NBC -TV will come out with fresh sustaining, public service, etc. Revision of housing staff of 120, it has acquired 70- statement on 1959 Daylight Saving Time forms has been kicking around for several acre area in anticipation of expansion in plans, at least its proposal to [EDITORIAL, Oct. con- newest of scientific industrial fields. have Standard Time stations pay line tended it had been preoccupied with higher for delayed programs in DST charges priority assignments and could not com- DID ROOSTER LAY EGG? Not if DEADLINE, Aug. months [AT 18]. Original plete its recommendations after confer- impact was what WJZ -TV Baltimore had proposal, it was estimated, would have cost ences with Budget Bureau and Advisory in mind when it distributed live roosters to NBC -TV's approximately 115 Standard Council on Federal Reports, but FCC last agency people and others last week to pro- Time affiliates 51/a % of their network week staff to get told busy. mote its fall program schedule as "some- revenues. Since then, CBS -TV has taken thing to crow about." Some recipients, position that delivery of programs is "basic Look for early assignment of Charles chicken -hearted, protested such treatment responsibility" of networks and announced H. Colledge, NBC vice president in charge of fowls; others thought it "dramatic pro- it will spend over $1 million for extra of tv network facilities operations, to im- motion." But nobody questioned that circuits and videotape operation in 1959 ar- portant post in RCA Industrial Electronic rival of chickens created attention (and no DST period without asking affiliates to Products Div., headed by Ted Smith.
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