NBC Television Available

"_1'.; LIBRARY JORLAC"

APRIL Television 5P THE BUSINESS MAGAZINE OF THE INDUSTRY 3I Seventh year of publication CC K 4- - Ct.--I b". o0 if) C 4 Z Aim0 a,cG z

to.%P U T GPIN With this little man, you'll have a busy day.

liowdy's the top -rated of all children's and all

daytime shows in network television...the hero

of more than 6,000,000 Doodyites a week on

NBC...and the incredible sawed-off salesman

who just turned up 240,000 sales with two brief

demonstrations-on America's No. 1 Network.

A few quarter-hour segments are immediately NBC Television available. Are You Serious About Getting the Most for Your Advertising Dollar?

In Los Angeles, TV Station KTLA delivers a larger average evening audience than the leading network radio station - at just about half the cost. And delivers an average audience as big as its 3 nearest

TV competitors combined-at 1/4 cost!

K TL A's average evening share is a healthy 15% of the combined

radio -and -television audience in Los Angeles... morethan twice the share

of its closest TV competitor in this 7 -TV -station market. KTLA advertisers

also pick up a bonus -31% of San Diego's televiewers who receive K TL A's

strong signal direct, 125 miles distant.

Amazing? Make us prove it.

WRITE FOR ANALYSIS OF LOS ANGELES RADIO -TV COVERAGE. ***

I 1 - A -- 4 KTLA * CHANNEL 5 4 KTLA Studios 5451 Marathon St., Los Angeles 38 H011ywood 9-6363 4 aminamt Eastern Sales Office 1501 Broadway, New York 18 BRyant 9-8700

- Ahab KEY STATION OF THE PARAMOUNT TELEVISION NETWORK Television THE THE BUSINESS MAGAZINE OF THE INDUSTRY VolumeVII,Number4,April,1950 ENTERTAINMENT -STATION content

THE FUTURE OF THE NETWORKS 11 An analysis of the many problems facing advertisers, stations and networks which might conceivably change their present structure.

COAST TO COAST NETWORK . . . WHEN? 12 1 report on network facilities

OWENS-CORNING TV TEST BLOOMS INTO A 23 -MARKET CAMPAIGN 15

/11111 till..11111.1111' COW/11110Carried over its successful department store demonstrations into television-by Willard Y. Stocking, Account Exec.. Fuller & Smith & Ross, Inc.

ADVERTISING AGENCIES' APPROACH TO TIMEBUYING 19 hsIlary Gannon

ALKA-SELTZER LOOKS CRITICALLY AT ITS TV EFFORT 22 by L. E.li addington, Radio -TIDirector, Miles Laboratories

SELLING HOMES BY TELEVISION 27 A case study of successful use of television by real estate

BID FOR ACTION! 31 Fourth in a series on the psychological /actors behind the television commercial-by Dr. G. D. Wiebe, Research Psychologist, CBS.

DEPARTMENTS

FOCUS 3 Analysis of industry trends and developments

STARCH REPORT ON TV COMMERCIALS 6 InexcInst, , 'craw('

TELEVISION MAGAZINE'S STATUS MAP 16-17 ()iterating stations, receiver circulation figures. network affiliations, depth of penetration and estimated opening dates for CP's.

FREDERICKA.KUGEL NORMAN MARKWELL Editor and Publisher Assistant Publisher IIMOWENS DOROTHY HOLLOWAY ARTHUR ENGEL Managing Editor Washington Editor West Coast Editor DR. ALFRED N. GOLDSMITH H. G.CHRISTENSEN RICHARDROSE Contributing Editor Film Editor Art Director Published monthly by Frederick Kugel Company, 600 Madison Ave., New York 22, N. Y. PLaza 3-3671, 3672, 3673. Single copy, 50 cents. Yearly subscription in the United States, its possessions and nations of the Pan American Union. 55.00; in Canada. 55.50; elsewhere. $6.00. Entered as second class matter February 20, 1945, at the postoffice at New York, New York under the act of March 3, 1879. Copyright 1919 by Frederick Kugel Company. All rights reserved. Editorial content may not be reproduced in any form without permission.

Television Magazine April1950 The electron lobe that rivals the humaneye

Invention of the iconoscope- TV's first all -electronic "eye"-led to supersensitive RCA image orthicon television cameras

No. 3 in a series outlining high points in television history Dr. V. K. Zworykin of RCA Laboratories with his iconascope tube. Its successor, the image orthicon, has been developed by RCA Photos from the historical collection of RC -1 scientists to have up to 1000 times greater sensitivity.

Had you attempted to invent a television camera fromCarrying forward the development of television pick- scratch, odds are you'd have followed the same path asup tubes, RCA scientists have developed the image early experimenters-and tried to develop it on mechani-orthicon-eye of today's supersensitive RCA image cal principles. orthicon television camera. So keen Illogical? Yes, in the light of what we now know aboutvision that it sees by candlelight or by the faint flicker electronics.Butelectronics was young in television'sof a match. infancy.At thattime the best way to take television pic- Despite its simplicity of operation, the RCA image tures was with a mechanical scanning disk, invented inorthicon tube is a highly complex electronic device. In- 1884. tegrated, within its slim 14 -inch length, are the essentials Revolutionary was the invention of the iconoscope byof 3 tubes -a phototube, a cathode ray tube, and an Dr. V. K. Zworykin, now of RCA Laboratories. Here waselectron multiplier! an all -electronic "eye" for the television camera .. . no The phototube converts a light image into an electron moving parts, no chance of mechanical failure! image which is transferred to a glass target, and scanned by an electron beam to create a radio signal. The electron multiplier then takes the signal, and greatly amplifies its strength so that it can travel over the circuits which lead to the broadcast transmitter. Inside the tube itself, more than 200 parts are assembled with watchmaker precision. For example, a piece of polished nickel is pierced with a hole one -tenth the thick- ness of a human hair ... a copper mesh with 250,000 holes to a square inch is used . .. and the glass target is bubble - thin! Yet all are assembled and made to work-at RCA's Lancaster Tube Plant-with precision. Actually 100 to 1000 times as sensitive as its parent the iconoscope, RCA's image orthicon pickup tube literally rivals the human eye. And when an outdoor telecast may start in daylight and wind up in the dim light of dusk- that's a necessity!

Mechanical scanning equipment, used at RCA -NBC experimental television station W2XBS in 1928, long before the present Radio Corporation of America RCA image orthicon camera came into existence. WORLD LEADER IN RADIO -FIRST IN TELEVISION

2 Television Magazine April1950 FOCUS STOP GUESSING! SIGNIFICANT INDUSTRY DEVELOPMENTS IN PROCTER & GAMBLE'S RADIO AND TELEVISION VIEWPOINT Although excerpts of P&G's Vice President Howard J. Morgen's speech before the Radio Executives Club have already appeared in news publications, itis our feeling that the sober appraisal of the many problems now facing advertiser, agency and station contained in Mr. Morgen's talk deserves reprinting practically in its entirety so that our readers may have fhe chance to thoroughly analyze the points made by radio's largest advertiser.

&Gamble's viewpoint tomake sure that radio and tele- PROCTERcan only be important to you if vision areeffective andefficient you find something of value in it for from an advertising standpoint. the whole industry. It certainly is If radio and television can de- not important just becauseitis liver effective and efficient advertis- ours. The broadcasting industry is ing in the years ahead, they have a supported by the expenditures of bright future. They will serve to many, many advertisers and the entertain and educate the public and UAL -TV point of view of any one of them is they will act through advertising not important in and of itself. For as a spur to our expanding economy. the ideal station for example, the trade journals occa- The benefits to all concerned will sionallyreportthatProcter & be great. testing your TV sales Gamble is the largest advertiser in But if radio and television can campaign. the country. Even so, we account not deliver advertising effectively for considerably less than 1% of and efficiently in the years ahead, The onlytelevisionstation the total dollars spent for all adver- they will languish and perhaps they tising in the United States. The will be supported by the govern- which reaches this large, pros- largest share of our expenditures ment. In any case their prospect perous section of Pennsylvania currently goes to the broadcasting will not be bright from any stand- -including Lancaster, York, industry but even there we account point. Lebanon, Reading, Harrisburg for a very small share-less than It will not be easy by any means and adjacent area. This market 3%r-of the total advertising dol- to make sure that radio and tele- fulfills all requirements for re- lars that are spent in that medium. vision are effective and efficient ad- liable testing. Viewing is un- Therefore, when we talk to you to- vertising media in the period im- day about "our viewpoint" we do mediately ahead. Both face a really usuallyhigh and consistent sowithconsiderablehumility- tough jobin making themselves becauseofinterestinglocal recognizing that we, like any other strong advertising -wise in the new programmingand thetop one advertiser, are only one small circumstances that lie before them. shows of four networks-NBC, partofthegreatbroadcasting Yet their whole future hinges on CBS, ABCandDuMont. industry. how well that job is done. Write for information. Our point of view toward radio That just about sums up our basic and television is simply this: viewpoint. You can disagree with A STEINMAN STATION Radio and television are both en- itif you wish. But if you agree tering an extremely difficult period. with it, as we think most of you Radio is in a period of declining will, then we believe that all of us- values-whichisalwaysdifficult. advertisers,advertisingagencies, Television is in a period of such networks,stations,and program 1VGAL-TV rapid growth that it has many boom producers-should be conscious of CHANNEL 4 town aspects to it, and no one knows the pressing nature and importance Lancaster, Penna. just how high its sharply rising of this task before us. All of us Clair R. McCollough, Pres. costs will ultimately be. Both are must face that task and devote our operating against a background of best thoughts and efforts to accom- Represented by rapid and impending changes that plishing it. ROBERT MEEKER seriously affect the economics of What does Procter & Gamble, as ASSOCIATES the media. one individual advertiser, propose Los Angeles New York In these difficult circumstances, to do to help accomplish this task? San Francisco Chicago we believe that the most pressing We're deeply interested in the suc- and important task for all of us is cess of every advertising medium, NBC TV AFFILIATE 1

Television Magazine April 1950 3 of course. Specifically, however, how achieve any cost reductions that are we going to help radio and tele- seem proper and right,-if we still vision deliver efficient and effective cannot find a way to make a certain advertising in the period ahead? I'd program into an efficient advertis- liketo discuss this question for ingvehicle-thenweshall,of radio and television separately. course,dropthat program. We Let's begin with radio: think that, too, will serve the interest of efficient radio. If there is any- 1. First of all, as far as radio is thing that won't benefit radio, it is concerned, we, as one advertiser, for an advertiser to keep a program do not intend to be panicked by any of the figures now appearing which on the air after it has ceased to be show the effect of television's im- effective and efficient from an ad- pact on radio listening. Neither do vertising standpoint. we intend to be panicked by any P&G's Outlook In casual phrases such as one occa- Radio Advertising sionally hears to the effect that That, in broad outline, is the ap- "radio's through and television is proach that we, as one advertiser, taking its place." We don't intend intend to follow in regard to radio. to give up any valuable radio prop- We believe and hope that most ad- erties, at least until after we have vertisers will follow a similar ap- lived with this new situation for a proach. In doing so, advertisers will while and appraised it thoroughly. need the cooperation of the net- In appraising radio inits new works, of the stations, and of radio situation, there are many factors to talent. We feel certain that at the be considered. Just for example, we right time such cooperation will be are all aware of the current rating forthcoming because it will be in information which shows what has the best interests of radio generally. happened to radio listening in tele- Istress the phrase "at the right vision homes. However, what has time" because timing is a key fac- happened to newspaper and maga- tor in this whole situation. Any zine readership in television homes adjustments that are needed should has yet to be measured accurately. certainly be made before there is a Any sound judgment of the relative collapse of program and advertising effectiveness of radio versus other structures in broad areas of radio. media per dollar spent depends on After such a collapse, no matter such measurements as well as on what adjustments are then made, In 1884 Paul Nipkou in- other appraisals. No, we are not in it will be very difficult to rebuild vented the television scan- any rush to give up our radio prop- those structures. ning disc and thus began ertiesbecause oftelevision. We For our part, we look forward to think that if advertisers generally long years of using radio exten- the history of television. would appraise the new situation sively and efficiently. Also, I would sanely and unhurriedly,it would like to say this. Although radio has Blair -TV Inc. was the first make for stability and the continued lost to television some of the excite- exclusive representative of efficiency of radio as an advertising ment and glamour that go with the television stations. The first medium. new, and with the public spotlight, company to recognize and 2. In the second place, as we pro- nevertheless the problems involved act on the television sta- jecttelevision's growth, we look in steering radio as an efficient ad- tions' real need for hard forward not to scrapping our radio vertising medium into the future hitting, single' minded, ex- properties but to lowering their are extremely important and chal- clusive representation. cost so that they can continue to lenging. They call for just as much produce effectively for us. In doing -and perhaps more-skill, ingenu- this we look forward just as confi- ity and sound judgment as any dently to lower radio time costs, in problems in television. There is a areas of relatively high television great deal at stake and, therefore, development, as we do to higher much depends on the radio execu- television time costs in those areas. tives that guide the medium. BLAIR INC. We also look forward to working And now for television. Televi- with our radio talent to lower pro- sion is, of course, a tremendous new gram costs-particularly onour force in our country. Its eventual higher priced shows. Our aim will influence on industry and on all our be to continue the programs with- private lives is at this stage some- REPRESENTING out any sacrifice in program quality thing we don't think anyone can Birmingham WBRC-TV fully comprehend. Its promise as a Columbus WBNS-TV and to keep them as effective, effi- Los Angeles KTSL cient advertising vehicles. We think productive and creative force can New Orleans WDSU-TV that this point of view also serves hardly be over -emphasized and yet Omaha WOW -TV the interest of healthy radio. that promise for good can only be Richmond WTVR Salt Lok City KDYL-TV 3. In the third place, after ap- realized if it proves to be effective Seattle KING -TV praising the situation as carefully and efficient as an advertising me- as we can and working patiently to dium in the years ahead.

4 TelevisionMagazine April1950 At best we believe that television as an advertising medium has a bumpy,unevenroadbeforeit. Whether or not it can travel that NIO's road successfully depends first of all on the skill and ingenuity and sound judgment with which itis used. And it depends on how well all of us can keep our television costs under reasonable control. We g?iff? snail certainly have increasing com- In Cumulative petitionbetweentelevisionpro- grams which will tend to lower Ratings.. ratings. We already have countless pressures operating to send time and talent costs spiraling upward and apparently we won't know from year to year just what those costs TOSIGNOpt will be. With all this, it will be most 604 difficult to keep a sound relationship between the effective result and the cost of television advertising. Nev- ertheless, that relationship - between the advertising result on one More Sets Are Tuned to hand, and the cost on the other - simply must be maintained on a sound basis. The future of television depends on it. Again, having stated our point WMAL-TV of view, I think it's in order to say what Procter & Gamble, as one ad- thanany other Washington Station vertiser, plans to do to help make sure that television delivers effective and efficient advertising in the TOTAL RATINGS 6 PM to Sign -off years ahead. from American Research Bureau 1. First of all, we recognize that TV Audience SurveyJanuary 1950 we know relatively little today about television comparedto what we WMAL-TV Station XStation Y Station Z know about other advertising me- MONDAY 0541.0 202.1 212.0 249.5 dia. Our first job, therefore, is to TUESDAY 291.6 0666.5 95.7 93.4 learn. We intend to learn every- WEDNESDAY0533.4 268.0 102.7 266.4 thing that we can about this new THURSDAY 0555.1 310.1 205.3 56.4 medium. In order to do this, we FRIDAY 271.1 0430.3 110.4 204.5 must work at the learning job in SATURDAY (464.2 242.2 182.0 102.2 an organized and thorough fashion SUNDAY 157.0 0629.4 91.3 326.0 because certainly we can't count on TOTAL 02813.4 2748.6 999.4 1298.4 stumbling onto the best way to use television for our products or on FIRST findingitas the result of some Surprised; The Moral: chance flash of inspiration. Just for example, we must learn Network Programs Alone Are Not Enough. how to measure the sales effective- Strong LOCAL Programming is Important ness of television as compared to in Building LOCAL Viewinc HABITS! the effectiveness of other media. We must learn how much television to use in a given market in order to 'Note MONDAY Night when ALL get the maximum efficiency out of ,WMAL-TV Programs are LOCAL the dollars that are spent on it. We must understand how to produce good programs not only so that we This is important- can produce them efficiently ourselves,if the need arises, but so Represen ed Nat,onael)byABC SpoSale that we can intelligently buy the productionofothers.There are many, many things to learn. The need for learning about tele- wmAL-Tv vision will never stop, of course. And it may well take years before THE EVENING STAR STATIONIN WA,i1INGTON, D. C. (continued on page 24)

Television Magazine April 1953 5 I I I

Starch report on coin mereials

THE relationship between a viewer's attitude toward a commercial and his wanting to buy the product it advertises has been studied by Daniel Starch & Staff in a study recently completed and based on over 2000 interviews made on a five -month showing of the commercial. From the table which follows it will be seen that intensity of feeling, even if negative, as well as liking the commercial, influences a favorable buying attitude towards the product, although a favorable attitude seems to be most effective.

ATTITUDE'S EFFECT ON BUYING Would Buy Product 11°0 look forward to seeing 70°o 34 enjoy 59 37 no particular feeling 47 11 dislike 60 7 object to it 51

Jello leads brand acceptance gain. Another interesting trend of the influence of TV advertising on brand acceptance is shown by a comparison after six months of TV advertising of the spread in brand acceptance by viewers and non -viewers of each commercial. Advertisers listed below are named in order of gain or loss of brand acceptance over a six-month period.

SPREAD OF BRAND ACCEPTANCE OF VIEWERS OVER NON -VIEWERS

PERCENTAGE POINTS

Advertiser FirstStudy After 6 Mos.Net Gain or Loss

Jello 1 13 12 Crisco 3 13 10 Auto Lite 11 18 7 Internatioral Sterling15 20 5

Pall Mall 1 5 4 Gulf 11 4 - 7 Sanka 17 6 -11

Crisco gains 10 points.

6 Television Magazine April 1950 In eight major markets

television circulation leads the largest magazine 3 to 2

INeight major markets ( New York. Chicago. today. Your first move is to call your NBC I Philadelphia, Los Angeles. Boston, Cleve- Spot Salesman. His expert counsel will be in- land, Washington and Schenectady -Albany - valuable in planning your television campaign Troy) the nation's largest magazine has a in these eight major market, : circulation of 1.715,854.* In these same markets, television's circulation Television Television is 2,783.500f . Circulation, Station Your advertisement in a magazine is a com- New York 1,060,000 WNBT bination of printed words and static illustra- Chicago 388,000 WNBQ tions. Los Angeles 376,000 KNBH Philadelphia 370,000 WPTZ Your advertisement in television is a com- Boston 277,000 WBZ-TV bination of spoken words and living product Cleveland 154,000 WNBK demonstrations. Washington 101,000 WNBV/ You can capitalize on the unsurpassed im- Scienectady-Albany-Troy 57,500 pact and the mass circulation of television. Total .. 2,783,500

*Latest published market breakdown of circulation of the magazine tNBC Research Dept. estimates February 1950 IIISPOT SALES NEW YORK CHICAGO CLEVELAND 11 0 L LY WOOD SAN FRANCISCO

TelevisionMagazine April 1950 7 / Du Mont Picture Tube

It was Du Mont's development of the cathode ray tube fromalaboratory ". curiosity, that made elec- tronictelevision commer- cially practical. HERE IS THE MEASURE OF Du Mont Inputuner* High -precision electronic device for tuning to exact frequency where both picture and sound are best. *Trade -mark

FM Radio Every Du Mont includes 114-.11. complete FM radio using

- 1 same precision tuner, high - .,--_---- 1 quality audio circuit, high- fidelity speaker.

41 Long -life Du Mont Telesets were firstsoldin1939. Many 110.A1 are stillin operation. To- day's Du Monts are better built than ever before.

5 Extra -sensitivity A recent improvement in the famed Du Mont lnpu- tuner produces clear, sharp Ire pictureseven from very weak stations.

6 Automatic voltage stabilizer 10 Static reducer /ii Speed-up dial SpecialDu Mont device Prevents picture fading by Saves timeintuning by screens out nuisance waves correcting for variations in skipping quickly over the which often cause picture electric power supply. (In less used portions of the roll-over and distortion in tuning dial. Plus -powered models.) lesser sets.

1/Automatic station signal 7 Sharper focus I.)Brilliant picture equalizer A finer -focused electronic Du Monts have the extra Keeps the picture uniformly bright by beam "paints" the picture power thatis needed to automatic amplification when the signal with sharper detail. give a brilliant picture. strengthweakens.(Featured in the Plus -powered models.)

Full -range contrast 12 Extra -size parts 16 Cooler -running Du Mont's high powered Electrical and mechanical Actual thermometer test electronic beam and fine parts are larger than ordi- shows Du Mont design runs engineering give strongly many degrees cooler - contrasting blacks and nary engineeringstand- ards demand ... a factor thuslastslonger - than whites,retainfullrange other makes tested. of values. in Du Mont dependability.

Added tubes 13 Non -shrinking picture 17 Trouble -free operation The picture on the screen Oversize parts, good ven- does not waver or change tilation, careful assembly Give smoother operation and a sizebecause offluctua- rate Du Mont Telesets high tions in electric power. (In reserve of power, just as more cylin- with television service men. Plus -powered models.) ders do in an automobile.

8 Television Magazine April 1950 ELECTRONIC LEADERSHIP

All Du Mont's 30 Extra Values Stem from this Electronic Masterpiece-the Du Mont Chassis 2572 ohm lead -In HERE ARE incorporated the I)u Mont electronic developments that Du Mont engineering permits 72 ohm shielded co- have led the way, and set the pattern, for the television industry. Here o xia lcable to reduce is exaression of the Du Mont creed of engineering and manufacturing collection of local static. excellence, which permits no compromise with quality. Here are the benefits of the most exacting tests and quality control inspections in the television industry. There can be nothing finer in television. .26Tuning eye Shows you at a glance DU MONT'S 30 EXTRA VALUES when the receiver is tuned just right for TV or FM. Add them up. They total complete and Continued television enjoyment. \Then you recommend a Du Mont receiver, you do so with confidence. When you sell a Du Mont receiver, you make both a sale and a friend for your store. .27High fidelity tone Du Mont's special audio circuits and speaker give exceptional tone fidelity, volume and quality. COPYRIGHT 1954 ALLEN B. DU MONT LABORATORIES, INC. TELEVISION RECEIVER DIVISION EAST PATERSON, NJ.

11 Front focus control 22Black Mask 21Wide-angle masking Du Mont provides for con- Du Mont uses non-reflecting venient adjustment of black mask for greatest The design of the mask focus. This helps get the eye comfort - not shiny allows the full picture to be best possible picture from white mask to make screen seen far over to each side. yo every station. O seem larger.

19 Twc-hour shakedown 23Dust seal 29Handsome, hand -rubbed cabinet Every Du Mont Teleset gets Du Mont seals space be- two-hour test run and re- tween picture tube and Sides as well as top and front are made alignment for extra assur- safety glass to keep dust of fine veneers and given a six -coat, ance of utmost quality. and dirt from tube face. hand -rubbedfinishfor fine furniture quality.

30 Extra distance 20Local Distant switch 24Dial light Du Mont extra sensitivity Allows adjustment for sig- / / /, Helps you tune in dim light and static resistance gives Locol nal strength. Switches from then switches off to pre- good operation far be- strong or nearby stations vent distraction. yond normal range, excep- Distant to weak or distant stations. tional operation up close.

21Low radiation Many lesser receivers tend to"re-broadcast" signals they are picking up. This males troublefor othersetsinthe neighborhood. A DuMontminimizes this. 011MONt,t2

Television Magazine April 1950 9 What's New in Television ? Take a Look at WPTZ !

on the Air Three Weeks.. Average Rating25.2!

ecHOLLYWOOD Playhouse", WPTZ's full length "Hollywood Playhouse" is now sold out! However, daily feature picture, had been on the air just the waiting list is forming at the right with a few three weeks when the first American Research Bureau availabilities scheduled to open up the middle of May. survey was made. Preliminary reports from ARB show the program pulling down an average rating of If you're interested in participating in WPTZ's new 25.2. This means that better than one -quarter of the 6 -for -1 "Hollywood Playhouse" package, drop us a line 435,000 television equipped homes in Philadelphia are here at WPTZ or see your NBC Spot Sales Repre- tuned to "Hollywood Playhouse" every day! sentative. Don't delay;it's already later than anyone thought! What makes thisterrific record even more eye- opening is the fact that WPTZ's entire afternoon schedule also is only three weeks old and breaking PHI LCO TELEVISION BROADCASTING CORPORATION established competition. 1800 Architects Building Philadelphia 3, Penna.

VIIFIRSTIN TELEVISION IN PHILADELPHIANBC

v-AFFILIA r F

10 Television Magazine April 1950 THE FUTURE OF THENETWORKS

THE economics between station on us just as much as we will de- of these kinescope programs. Right and network, the number of pend on them." now they feel that they do have one sizable cities with limited channels, Unfortunately, though,itisn't of the answers to the stations' pro- the eventual high cost to an adver- quite that simple. Regardless of how gramming problems. But whether tiser to sponsor a national network well the FCC does in handling the or to what extent the supplying of program are just some of the fac- allocations when the freeze is lifted, these film programs will change the tors which might well change the therewillalwaysbeaserious present broadcasting structure not structure and functions of the net- bottleneck in clearing time on any even Paramount would care to ven- work as we now know it. one network for complete national ture a prediction at this time. Moreover, itis highly question- coverage. Of the62market areas But on analyzing the number of able whether the network pattern which will have television by the national network advertisers and established in AM will be the same end of the year, only four cities their present radio budgets,it's when television is in full swing. Be- have four or more stations, thus questionable-regardless of how ef- cause of the higher costs of opera- permitting exclusive affiliation with fective television is as a sales medi- tion many stations complain that one net. um-that there will be sufficient the number of free hours they must Thirty-eight cities have only one number of national advertisers who give up to the network plus the per- station. Ten (and possibly twelve) can support four networks. Howard centage of their rate card which citieshavetwostations.Eight Chapin, General Foods Advertising they receive for commercial net- cities have three stations. Director, doesn't seem too worried work time make it impossible for Under the proposed FCC alloca- about this and would rather face them to operate on a sound basis. tions plan which will come up for the problem not on inflexible budget As Dean Fitzer, General Manager hearings shortly, only61cities will limitations but on television cost ofKansasCityStar'sstation have four or more channels. Com- per 1000 viewers. However, he does WDAF-TV puts it, "Irrespective of pare this to AM where NBC has ex- recognize that budgets do have cer- who signs the order for the cable, clusive affiliates in166cities, CBS tain limitations. And as Texaco's it is obvious that the affiliate pays in187,ABC in280and Mutual Donald Stewart pointed out some the billin reduced revenue from in532. time ago, in examining their present network programming. The prob- With a bottleneck of this nature, TV appropriation of some $40,000 a lem becomes even more vicious when film will obviously be one of the week, and looking ahead to the time considering that network program- main solutions. Whether the pro- when larger circulation and higher ming consumes most of an affiliate's grams are on kinescope or the re- talent costs might double and even best time. The crying question is sult of direct production remains triplethe present appropriation, whether a television network that to be seen. Right now kinescope they might be forced to switch to can offer an affiliatelittleor no programs are making it possible for an alternate week basis regardless profit can even operate." many network advertisers to get of how satisfied they are with tele- The same problem of the affiliate complete coverage in non -intercon- vision. However, iftelevisionin- also applies to the network. Their nected markets and in cities where, creases sales as expected, budgets costs in television are a good deal because of previous commitments, will be larger. higher.Infact they need more time cannot be cleared when the Then, of course, there is the pos- from the affiliates in the way of show is being networked. sibility that split sponsorship, par- free hours. H. V. Akerberg of CBS, Interesting to watch along these ticipating programs, co-op shows Vice President in charge of station lines is the operation of Paramount andothercostsavingmethods relations, agrees with the economic which owns KTLA in Los Angeles. might make it feasible for many point of view advanced by Fitzer This station has had a singular medium-sized advertisers who could but points to one basic fundamental record in garnering a large share not otherwise sponsor a full net- in the future of network operation of the Los Angeles market in the work program of their own to use -circulation. "When the freeze is face of competition from all the television on a national basis. lifted and the networks are able to network affiliatestationsinthis These are just a few of the prob- secure primary affiliates, the net- area. lems for which there is no ready works will be able to provide the Because of the results that KTLA answer. Itis largely through the circulationtheadvertiserneeds. obtained,many stationswanted efforts of the networks that radio Substantially all the CBS AM affili- these programs for their own use. advertising has achieved its stature ates in markets of50,000or over Paramount kinescoped the programs as one of the country's most effec- will have their counterparts in tele- and sold them on a flat fee basis so tive advertising media. The chances vision. Therefore, the TV network that the stations could sell locally are thatthey'll keep their same structure will be the same as it is if they wished to do so. Over25 dominant positions but conceivably in radio. The stations will depend stations are now using one or more on a different basis.

Television Magazine April 1950 Il American Telephone and Telegraph Company-Long Lines Inlormation Deportment (*MINI 10 (*MIMI net n'Ol'h .When? IT'S apparent that cross-country could be converted to television if Worth, Houston, Huntington, Kala- network service is more a mat- required by the industry. mazoo, Lansing, Miami, Nashville, ter of telecasting economics than Eighty-eight televisionstations New Orleans, Oklahoma City, Phoe- of engineering delays. Engineering will have access to AT&T -built net- nix, Salt Lake City, San Antonio, work is now under way west of work facilities by the end of 1950. Seattle and Tulsa. Omaha to extend radio relay chan- Coaxial cable and microwave or ra- nels from Omaha to San Francisco. dio relays, now in operation, link 54 AT&T's network progress is an- But no date as to its completion is stations in 27 cities, with an addi- other reflection of the rapid growth forthcoming from AT&T. The needs tional 21 outlets in 16 markets due of television. At the start of 1949 of the broadcasters, the decision on to be interconnected by December. there were 3500 channel miles con- color and the continuing delay in On the West Coast, the radio relay necting 13 cities. Today, over 9000 lifting the freeze all have an impor- between Los Angeles (with seven channel miles connect 28 cities. By tant bearing on suchaction.It stations) and San Francisco (with the end of 1950, 15,000 channel doesn't seem likely that the tele- three stations) will start operations miles will link 43 markets. casters will request such service- in September. In addition, privately Here'saquicktimetableon not with two stations in Salt Lake operated relays link New York with this year's connections: City serving as the lone TV outpost New Haven; Chicago with Grand on the 1,441 miles which separate Rapids and Cincinnati with Dayton Cities Opening Omaha from San Francisco. and Columbus. Seventeen markets Richmond -Norfolk April will have to depend on TV record- Richmond-Greensboro-Charlotte- The original network plans of ings for network programs. Jacksonv:Ile-Atlanto- AT&T showed a coaxial cable route Birmingham S.,ptember through the South and Southwest, Most of the 17 cities not included Los Angeles -San Francisco September terminating on the West Coast. This in AT&T's 1950 timetable are in the Indianapolis -Louisville October Chicago -Davenport -Rock Island - was designed primarily for tele- Southwest and West. On the list of Des Moines -Minneapolis - phone transmission, as was most left -outsare Albuquerque, Bing- Omaha -Kansas City October of the coax line, but undoubtedly hamton, Bloomington, Dallas -Fort Des Moines -Ames December

I2 Television Magazine April 1950 BELL SYSTEM INTERCITY TELEVISION FACILITIES EXISTING AND PLANNED

Channels Available for Service and Type Estimated I,t,,med,ote Direction of Facility Service Service Section Transmission (Note 1) Dote Points New York -Philadelphia 7-5 southbound Coaxial In service - 2 northbound New York -Chicago 4-2 westbound Radio Relay Summer 1950 Pittsburgh, 2 eastbound Cleveland, Toledo (Note 2) Pittsburgh -Johnstown 1- eastbound Radio Relay Summer 1950 - New York -Washington 2-1 northbound Radio Relay Summer 1950 (Note 2) 1 southbourd Philadelphia -Chicago 4-3 westbound Coaxial In service Lancaster, 1 eastbound Pittsburgh, (Note 3) Cleveland, (Note 4) Toledo; South Bend (Pickup) Philadelphia -Washington 5-4southbound Coaxial In service Baltimore 1 northbound Philadelphia -Wilmington 1-southbound Radio Relay In service - Baltimore -Washington 2-1northbound Radio Relay In service 1 southbound (Note 51 Washington -Richmond 1-southbound Coaxial In service - 2- southbound Coaxia' Sept. 1950 (Note 3) Richmond -Norfolk 1-eastbound Radio Relay In service - Richmond -Charlotte 2- southbound Coaxia Sept. 1950 Greensboro Charlotte -Birmingham 1-southbound Coaxia, Sept. 1950 Jacksonville, (Note 31 Atlanta New York -Boston 2-eastbound Radio Relay In service - (Note 6) Boston -Providence 1-southbound Radio Relay In service - New York -Albany 3-2northbound Coaxial In service - 1 southbound (Note 3) Albany -Syracuse 2-westbound Radio Relay In service Schenectady, Utica Cleveland -Erie 2-eastbound Coaxial In service - Erie -Buffalo 1-eastbound Coaxial In service - Buffalo -Rochester 1- eastbound Radio 2elay In service - Toledo -Detroit 3- northbound Radio Zelay In service (Note 6) - Toledo -Dayton 4-3southbound Coaxial In service - 1 northbound (Note 3) Dayton -Columbus 3- eastbound Radio Relay In service (Note 6) Dayton -Cincinnati 3- southbound Radio Relay In service (Note 6) Dayton -Indianapolis 2- westbound Radio Relay Oct. 1950 Indianapolis -Louisville 1- southbound Coaxicl Oct. 1950 1- southbound Coaxial Dec. 1950 - Chicago -St. Louis 2-1northbound Coaxicl In service Danville 1 southbound (Pickup) St. Louis -Memphis 1-southbound Coaxial In service - (Note 31 Chicago -Milwaukee 2-northbound Radio Relay In service Chicago -Des Moines 2-westbound Radio Relay Oct. 1950 Davenport, Rock Island Des Moines -Minneapolis 2-northbound Coaxial Oct. 1950 - Des Moines -Omaha 1-westbound Radio Relay Oct. 1950 - Des Moines -Ames 1- northbound Radio Relay Dec. 1950 Omaha -Kansas City 1-southbound Coaxial Oct. 1950 (Note 3) Omaha -San Francisco Engineering work under way west of Omaha looking toward the extensionofradiorelay channelstoSan Francisco. Los Angeles -San Francisco 2-northbound Radio Relay Sept. 1950

NOTES: I.Coaxial facilities shown provide a bond width of about 2.7 mc. Radio relay facilities provide a band width of about 4 mc. 2. Temporarily not available for connections at Philadelphia. 3. One channel may be used occasionally for maintenance purposes. 4.Upon completionofthe New York -Chicagoradiorelay facilitiesin1950, one eastbound and one westbound coaxial channel between Philadelphia and Chicagowillbe reassigned and willnot beregularly available for through television service. After this time, Note 3 will not apply. 5.Installed for usein connection with color televisiontesttransmission. 6.Occasional serviceii the opposite direction available on one week's notice.

Television Magazine April 1950 13 TELEVISION STATIONS

..._thy_ aut. thi2t_ Pinata_

=GF=6A=MA=$ AA? Honor Roll

NEW YORK CITY DAYTON WABD WHIO You don't have to be a WCBS WNBT LOUISVILLE mathematician to figure it out . . . WATV WHAS WPIX ST. PAUL, MINN. Associated Artists LOS ANGELES KSTP -) Productions KNBH SAN ANTONIO KTLA WOAI KTTV OMAHA, NEB. WASHINGTON, D. C. KMTV OF Good Films WNBW WOW 1 WMAL JACKSONVILLE, FLA. CHICAGO WMBR WGN WNBQ PITTSBURGH, PA. GA Greater Audience WBKB WDTV DETROIT DAVENPORT, IOWA WJBK WOC WXYZ MA More Advertisers CHARLOTTE CINCINNATI WBTV WCPO WKRC HUNTINGTON WSAZ Increased Revenue BOSTON WBZ HOUSTON KLEE ATLANTA WSB JOHNSTOWN This formula has been proven by the best WJAC TV stations in the country. (See Honor Roll) SAN FRANCISCO KPIX SAN DIEGO Ask us about KRON KFMB THE NEW "PHILADELPHIA STORY" PHILADELPHIA SEATTLE Let us show you how this formula can WPTZ KING work for you! ASSOCIATED ARTISTS PRODUCTIONS

PAUL DIAMOND, Director ofTelevision

thaorictia Pitoductionzi_ 444 MADISON AVENUE NEW YORK MU 8 - 4 7 5 4

Also sole distributor: WILTON PICTURES INC.

14 Television Magazine April 1950 ovens -corning to test blooms into a 23 -market campaign

"The boss iscoming fordinner and By WILLARD Y. STOCKING I'm going to wash and hang these . .

Account Exec.Fuller & Smith & Ross, Inc.

FIBERGLAS marquisettecur- Doan on Vanity Fair, a 4:30 to 5:00 tains are not being advertised women'safternoonparticipation ontelevision-they are being mer- show, Jane Pursch of Owens-Corn- chandised! ing Fiberglas washed and hung a TheOwens-CorningFiberglas ruffled Fiberglas curtain for the Corporation discovered early in the benefit of the viewers and talked promotion of this new product that about its features. A small plastic to demonstrate its principle selling curtain threader was offered free feature-the factthatFiberglas to anyone who would write in for it. . . curtains. It'll take just 7 m'nutes, curtains can be washed and re -hung More thanfive thousandletters they're Fiberglas marquisettes.' in seven minutes without ironing- were received, of which over fifteen sold it on sight. hundred praised the curtains and asked where they could be pur- Within less than one year of their chased. introduction to the market, Fiber- CBS estimated their audience at glas marquisettes gained national 50,000. This was based on several distribution through several hun- audiencechecks.Certainly,we dred class A retail outlets. We be- don't have to point out that a 10% lieve this to be an unusual success response is fantastically high. Tele- for a textile product woven of a new vision had proven itself an effective fiberrelativelyunknown tothe mass medium for our "Wash & housewife. "Wash & Hang" demon- Hang" demonstration and we were strations conducted in the curtain encouraged to broaden our field of departments of leading department TV operation. stores in selected cities were an im- In selecting the markets to be portant part of the elaborate plan covered, only those in which ten thatbroughtaboutthisresult. percent of the families or better Each store ran a sizable newspaper owned TV sets were put on the "All you doissqueeze them through ad to bring women into the curtain schedule. Less than this would not suds, then rinse and rollina towel." department. As a result of these justify the cost. Exceptions were promotions, many important stores made in cities where important pro- experienced sell-outs. Reorders were motions were scheduled inretail heavy, running into thousands of stores. pairs. The next yardstick was distribu- With one success after another tion. The cities in which curtain it was logical for the Fiberglas manufacturers had their best out- management and their advertising letswereselectedexcept where agency, Fuller & Smith & Ross, Inc., these markets could not be covered to think in terms of television as a either because they had no stations medium to bring this demonstra- or they did not measure up from tion right into the home. No other the standpoint of set ownership. medium could make such a thing Twenty-two "Wash & Hang" store possible. demonstrations were scheduled in Through the cooperation of Co- as many cities during the spring lumbia Broadcasting System a test season and where stations were was conducted on January 3rd of available they were put on the list. "That's all there is to if. My Fiberglas this year. As a guest of Dorothy (continuedon page 18) curtains are all ready to hang."

Television Magazine April 1950 15 ABC TELEVISION MAGIC OPERATING STATIONS (Network affiliation Receiver in parentheses; co's Circula- indicate depth of tion AEAtILLI penetration of area) (Mar. 1) Alubuquerque-7.1 2,040 KOB-TV (A, C, 0, N) Ames -Des Moires -4.8 5,611 WOI-TV (A, C,D, N) Atlanta -12.8 29,500 WSB-TV (A, N, Pl; WAGA-TV (C, D) Baltimore -20.5 146,200 WAAM (A,D); WBAL-TV (N, P); WMAR-TV (Cl Binghamton -8.1 10,320 WNBF-TV (A, C.D, N) Birmingham -6.2 12,000 WAFM-TV (A,C,P); WBRC- TV (D. N) SALT LAME flit *Bloomingtor-5.0 5,000 WTTV (A, C, D, N) Bostor-23.2 305,800 WBZ-TV (N); WNAC-TV SAN FRANCISCO 3 (A, C, D, P) Bulalo-21.8 75,700 - WBEN-TV (A, C, D, N) Charlotte -7.0 12,170 WBTV (A, C,D, N) Chicago -26.9 418,400 WBKB (C, P1; WENR-TV (A); WGN-TV (C); WNBQ (N) Cincinnati -25.3 97.400 LOSINGEL( S - WKRC-TV (C); WLW-T (NI; ALBUQUERQUE I WCPO-TV (A, D, P) Cleveland -Akron -25.2 176,474 SAN MICA) PHOE NIA WEWS (A, C); WNBK (N); WXEL (A, D, P) Columbus -2'A 50,000 WLW-C (NI; WTVN (A, DI WBNS-TV (C, P) Dallas -Ft. Worth -14.9 43.790 KBTV ID, P1; KRLD-TV (C); WBAP-TV (A,N) Davenport -Rock Islard -7.4 8,325 WOC-TV (N, P) Dayior-16.7 54.700 WHIO-TV (A, C, D, P); WLW-D (N) APRIL, 1950 Detroit -22.9 191,430 (Statistics as of March 1I WJBK-TV (C, D); WWJ-TV Receivers as of Mar. 1,5,005,371 (N); WXYZ-TV (A) Operating Stations: 103 Erie -20.0 21,334 Market Areas: 59 WICU (A, C, D, N) CP's issued: 6 Ft. Worth -Dallas -14.9 43,790 Applications pending: 351 KBTV ID,P); KRLD-TV (C); LEGEND:Underlinedcitieshave TV service, followed by number WBAP-TV (A, N) of stations on air. Grand Rapids -8.3 18,200 Construction Permit WLAV-TV (A, C, D, N) Greensboro -4.7 9,577 WFMY-TV IA, C, D, N) Houston -8.5 18,400 KLEE-TV (A, C, D,N, P1 Huntingion--4.8 6,578 WSAZ-TV (A, C, D, N) Indiarapolis-10.7 30,000 WFBM-TV (A, C, D. N) Jacksonville -8.6 8,200 WMBR-TV (A, C, D, N) RECEIVER CIRCI Johnstown -6.8 16,560 WJAC-TV (A, C, D, N) Itis extremely difficult to obtain sources areusuallytheelectrical withstation Kansas City -10.6 28,900 accurate figures on receiver circula- associations which have, for years, factors for o WDAF-TV (A, C, N) tion.Stations andallothers con- maintained a close relationship with city's circulat Lancaster -41.9 35,560 cerned are doing their best to pre- the dealer and distributor. The Na- Realizing thi WGAL-TV (A, C, D, N) sent reliable statistics. Unfortunate- tional Broadcasting Company, com- atestatistics Los Angeles -32.6 448,737 ly, there are many variable factors. pilingtheir own estimates,usea ZINE,in the KFI-TV; KLAC-TV; KNBH (N); The principal source for local set formula based on thesizeof the receiver circu KTLA(P1; KTSL (D); KTTV information are the local distributors market, number of stations, coaxial set up its own (Cl; KECA-TV (A) in each market. The most reliable cable, etc. This, in turn, is checked are used: (1) \ZINE'S STATUS MAP Louisville -13.3 25,900 WAVE -TV (A, D, N, P); WHAS-TV (C) Memphis -13.6 24,170 WMCT (A, C, D, N) Miami -17.1 20,125 WTVJ-TV (A, C, 0, N) Milwaukee -28.6 89,420 WTMJ-TV (A, C, D, N) Minneapolis -St. Paul -20.1 71,900 KSTP-TV (N); WTCN-TV -ROME SCHENECTADY (A, C, D, P) New Haven -19.1 70,400 SYRACUSE ST. PAUL -MINNEAPOLIS 2 WNHC-TV (A, C, D, N, P) GR ND R BUFFALO I New Orleans -9.7 19,900 BINGH AMT WDSU-TV (A, C, D, N) MILWAUK LANS DETROIT New York -Newark LANCASTER OAK 7 -33.4 1,252,600 KALAM CLEVELAND 3 CHIC A TOLLUu DELPHIA 3 WABD (D): WATV; WCBS-TV AMES I JOH74.1TOWN (C); WJZ-TV (A); WNBT (N); DAVEN PITTSBURGH 1 WILM ON I WOR-TV (P); WPIX OMAHA 2 ROCK IS ND IA6 A RE 3 INDIANAPO COLUMBUS 3 Norfolk -1.8 3,600 ASH GTCN ATTON 2 WTAR-TV (A, C, N) CINCINNATI 3 Oklahoma City -15.7 21,540 WKY-TV (A, C, D, N) BLOOMINGTON 1 HUNTINGTON I KANSAS CITY 1 Omaha -11.7 16,000 ST. LOUIS I LOUISVILLE 2 KMTV (A, C, D); WOW -TV(N, P) Philadelphia -34.2 405,000 GREENSBORO I WPTZ (N); WCAU-TV (C); NASHVILLE I. WFIL-TV (A, D, P) TULSA I CHARLOTTE I Phoenix -10.6 5,200 KPHO (A, C, D, N) OKLAHOMA CITY I MEMPHIS I Pittsburgh -11.9 82,000 WDTV (A, C, D, N) ATLANTA 2I. Providence -3.9 40,000 BIRMINGHAM 7 WJAR-TV (C, N, P) DALLAS 2 Richmond -20.6 23,580 WTVR (C, D, N) FORT WORTH I WHAM -TV (A, C, D, N) St. Louis -20.2 101,250 KSD-TV (A, C, D, N, P) Salt Lake City -12.6 11,700 KDYL-TV (N, P); HOUSTON 1 NE KSL-TV (A, C, DI .AN ANTONIO 2 San Antonio -7.7 10,270 WOAI-TV (A, C, N) KEYL-TV (D, P) San Diego -23.0 26,000 KFMB-TV (A, C, N, San Francisco -5.1 43,440 KPIX (C, 0, P); KGO-TV (A); KRON-TV (N) Schenectady -Albany -Troy -24.7 62,500 WRGB (C, D, N) Seattle -8.7 24,450 KING -TV (A, C, D, N, P) Syracuse -17.0 33,760 WHEN (A, C, D); WSYR-TV (N) Toledo -15.2 37,000 WSPD-TV (A, C, D, N, P) Tulsa -13.5 16,730 KOTV (A, C, D, N, PI **Utica -Rome -7.3 9,300 WKTV (A, C, N) Washington -24.7 109,360 WMAL-TV (A); WNBW (N); WOIC (C, P); WTTG (D) ILATION STATISTICS Wilmington -16.6 30,320 WDEL-TV (D, N) estimates and other on sets shipped into television areas, acy, we believe it not only a step 11,o claims coverage ofIndianapolis final report on each plus monthly production figures; (2) forward in standardization,but Us°claimscoverageofSyracuse on figures. local estimates 'station, distributor probably the most realistic estimates OPENING DATES: great need for occur - or electrical association); (3) mar- on receiver circulation available at WJIM-TV,Lansing,April20; TELEVISION MAGA- ket size, length of time of TV service, this time. WHBF-TV, Rock Island, June 15; lope of standardizing and number of stations; and (4) NBC DetailedbreakdownofTELEVI- WSMT, Nashville, Sept. 6; WKZO, afion information, has findings. SION MAGAZINE'S formula for pen- Kalamazoo, spring, 1950; WJAX- formula. Four controls While under this plan there can etration estimates is available upon TV, Jacksonville, fall, 1950; IMA quarterly reports be no guarantee of absolute occur- request. WCON-TV, Atlanta, inJef. OWENS-CORNING chase of ten minutes provided a modern setting in which Fiberglas (continued from page15) two -minute -ten -second commercial. tailored curtains are hung. This Live "Wash & Hang" demonstra- gives the emcee or local announcer, As aresultofthisrefining, tions on each show seemed imprac- as the case may be, an opportunity twenty-three markets were finally tical, so a 11/2 -minute film was pro- to say that Fiberglas curtains are covered. They included New York, duced which allowed forty seconds available in ruffled or tailored styles Philadelphia, Washington, Chicago, for emcee lead-in and lead -out. As at various stores in the community. Los Angeles, Boston, Detroit, Cleve- participations were not available in Five local store mentions are made land, Akron, Baltimore, St. Louis, all of the desired markets, a one - on each broadcast in cities within Milwaukee, Cincinnati, New Haven, minute version of the film was pro- eachbroadcastarea."Wash & Hartford, Buffalo, Minneapolis -St. duced for spot time. Hang" store promotions receive spe- Paul, San Francisco, Columbus, At- The film opens in a beautiful tra- cial commercial treatment. lanta, Houston and Seattle. Thir- ditional living room with the house- The programming was further teen participations, one ten-minute wife surprised in the act of taking improved by supplying Fiberglas musical show and five spots were down her curtains. She walks to- curtains for the windows on sets, purchased. One participation, Van- ward the audience explaining that where available, for the emcee to ity Fair, is broadcast over a three - an unexpected guest is arriving and point to during her part in the com- city network. that she is going to wash and hang mercial. Where windows were not In clearing time, several factors her curtains in just seven minutes. available, curtain panels were pro- had to be taken into consideration. She carries them to the kitchen, ex- vided for the emcee to illustrate Of primary importance was the plaining other features. their translucency to the audience. matter of timing. Retail curtain Close-ups show washing and rins- The motion picture was planned to sales are most active during the ing action. She then rolls the cur- show the beauty of the curtains as spring inApril, May and June. tains in a towel, shakes them out, well as to demonstrate its perform- However, this year indications were shows a ruffled section to the view- ance. It might be well to mention that the season might be early, be- er, pointing out that they are ready here that no other curtain on the ginning its upward trend in March, to hang. In the next scene she is market can promote performance. reaching its peak in April and slid- back in the living room, the curtains It is too early to report results, ing off in May. Therefore, thirteen are hung and she isfluffing the as only four broadcasts have been weeks were scheduled starting the ruffles. A close-up shows how beau- completed as of this writing; how- first week in March. This carries tiful even the baby ruffle looks with- ever, several spectacular successes us well into May. outironing.Lip -synccontinues have been reported. Time is now Next came the type of program. through this. being cleared for fall broadcasts Vanity Fair had proved so success- There is a ten -second open-end and new cities will be added as set ful we decided to buy participation over a long shot of the window of ownership climbs above the ten per- shows wherever possible. The pur- ruffled curtains which dissolves to a cent level. Features1 Sheet aluminum housing for light weight. 2 Six individual Parabolic Specular finish Alzak aluminum reflectors designed for control and maximum light output.

3Universal, easy to adjust, yoke for all way directional control.

4Malleable iron "C" clamp to grip up to 2" pipe.

5UL approved sockets cable (:0t.) and connector for ready installation.

6 Separate 12L approved Century 6 light slimline "broads" for TV studios ballasts in a compact metal box (High Power Factor Ballasts.) #1156-6 It. 42" Slimline "Broad" $150.00 These are basic lighting 425 ma Ballasts in box $48.00 instruments designed to give an even #1158 -6 lt. 64" Slimline "Broad" $170.00 "overall" illumination to the 300 ma Ballasts in box $72.00 set and acting area. While usual Prompt deliveries; sendr tree catalogue. hanging location is overhead, they are sometimes mounted on the name in lights Caster Stand "floaters"- placed on either side of the camera Century Lighting Inc., as a fill-in to wash out shadows. 419 West 55th Street, New York 19, N. Y. 626 North Robertson Blvd., Los Angeles, Calif.

18 Television Magazine April 1950 adrertising agencies' approach lo time baying

By MARY GANNON THE problems of network clear- Only 15 Advertisers the dominant factor, McCann-Erick- ances, caused by the number In Only 40 Cities or More son chose the 41 markets for West- of one -stationtelevision markets Withthiscombinationofob- inghouse' Studio One on the basis and the multi -affiliation contracts stacles and the individual problems oflocalsalesanddistributors' held by practically every station, which each account presents, it's problems. Show is networked over the film rights which often prevent interesting to note that with 59 CBS. TV recordings and, in some cities, markets currently available, only 15 the tight situation on spot availa- of the 83 sponsored network pro- N. W. Ayer bilities complicate television time - grams are shown in over 40 cities. buying. N. W. Ayer selected markets for Only five of them are in more than United Airlines' spot campaigns be- Under some circumstances the 50 markets. On spot advertising, cause they were the terminal points agency has little choice. On network only Benrus and Bulova are in more of the service. These included Se- programs, all the stations which the than 40 markets, with about a dozen attle, San Francisco, Salt Lake City, web can clear must be bought. In of the more than 400 national and New York, Chicago and Los An- addition, where definite network regional spot advertisers using be- geles.Sealtest, another Ayer ac- connection dates are known, the tween 30 and 40 stations. While count, does not have national dis- nets try to sell these stations along there is no set pattern, here are tribution. Hence, their semi-weekly with the other links so that time some interesting examples of the sponsorship of Kukla, Fran & 011ie franchises can be established early. motivating factors which have gov- goes into only 40 markets. On non -connected outlets, which are erned ad agency timebuying policies : serviced by television recordings, Compton the agency has a choice. But even Grey Advertising here, the situation is often tight- Markets for Ronson spot and net- Lack of standard film projection particularly in cities with better - oftenamajor considerationin than -average set circulation. Where work program campaigns were cho- placing film programs. Good ex- there is a choice of programs, local sen mainly on receiver distribution with the minimum set at about 20,- ample of this is Procter & Gamble's stations tend to give the nod to the Fireside Theater, a half-hour film shows with the highest ratings. 000. Grey Agency had been running a heavy spot schedule for the client dramatization. Show is seen on 19 in some 35 markets, but recently interconnected NBC stations. No Each Client Presents non -connected affiliates are used be- A Different Problem the budget was reallocated, the spot schedule cut to 24 markets and the cause the Compton agency feels that The individual sales and distri- TV version of their popular AM this lack of standardization and the bution problems and the importance program, Twenty Questions, added. problems involved in cutting in and of the area saleswise are the main With this combined schedule the out leaves too much chance for error considerations in selecting markets Ronson spots or programs are now and might result in lowered pro- for both network and spot advertis- seeninareas which total about gram quality. Furthermore, to place ing.Set circulation and penetra- 76% of the set circulation of the these films on a spot basis would in- tion figures are also important con- country. volve costs of trans -shipping and tributingfactorsalthoughfew scheduling, thus running up the agencies claim to follow any fixed McCann-Erickson budget expense. minimum. Rather than use circulation as (continued on page 30)

Television Magazine April 1950 19 MERVYN/NOixLIONTINO

Incandescent Lamp Bank, Type TL -5A Rotatable Lamp Mount, Type TL -15A Faideads, Type TL -32A The standard 12 -lamp light source for normal With extension bars for mounting A practical way to guide mechanical control studio operation. Ideal for slow fades. Pro- individual or multiple flood lamps. lines to control board without noise. 170 -degree vides equal light distribution on "douses." Control spindle can rotate 360 de- tilt and 360 -degree angle of rotatio-i around Maximum load per circuit, 3 kw; Per unit, grees-tilt 170 degrees about the its point of support provides maximum flexi- 6 kw. Single cast aluminum -grille construc- point of support. bility for mounting anywhere. Equipped with tion. Rotates 360 degrees. Tilts 170 degrees. quick -release gridiron clamp. Nine chromed Noiseless controls. bushings reduce control -line friction.

High -Intensity Light Dolly, Type TL -26A The ideal mobile floor unit that puts high - intensity side illumination where you want it. Uses the TL -1A High -Intensity Fluorescent Light -Control Panel, Type TL -31A Spot -Light Fixtures, Type TL-10A-TL-IIA Bank. Rotates the bank from horizontal to Includes ten headlocks and ten rope Standard control spindle for use with a Mole - vertical position; tilts it through 90 degrees. locks for controlling ten light banks. Richardson or Oleson 2 -kw Solar Spot, or a No high -voltage floor cables, because lamp Available in single units or on ready- 750 -watt Baby Spot. Rotates 360 degrees. Tilts ballast is right on the dolly. to -operate panels, as illustrated. 170 degrees about its point of support. FORTV STODIOS

New silent -control lighting equipment enables you to 'tailor" the lighting system to fit your studio -correctly, without expensive experimenting.

A'AILABLE for the first time- a complete line of studio - tested lighting equipment from a single manufacturer. Available for the first time-packaged studio lighting systems to match the response curves of modern studio cameras. Combining high -intensity fluorescent banks, high -intensity spots, and incandescent banks for handling any studio set-up, RCA lighting systems are capable of delivering more than 200 foot candles of light energy. All lights can be rotated 360 degrees horizontally and 170 degrees vertically. All lights are designed for pyramid - mounting on studio ceilings. All lights are mechanically controlled through silent -operating fairleads that termi- nate in a central control board. With this lighting equipment you can swing each light for basic work, modeling, or back lighting. You can direct each light to more than one acting area. You can "dim" by tilting, rotating, or cutting off half banks-and without upsetting light distribution. All equipment and wiring is off the floor. No ladder hazards or expensive catwalk installations. No danger of burning artists or technicians. Here is the system that delivers correct illumination High -Intensity Fluorescent Bank, Type TL -1A with as little as two-thirds to one-half the usual amount of equipment-and with proportionate savings in power. Assures optimum light response from TV studio Image No more experimenting for the individual studio. No Orthicon cameras. Uses six 3500-4500 Kelvin slim -line more junking of extensive lighting installations. tubes. Only 600 watts connected load. Includes noise -free, double -rubber cushioned, built-in ballast units; heavy-duty For help in planning your studio lighting-correctly- jumper cord connections; instant start high -voltage striking simply call your RCA Broadcast Sales Engineer. Or write circuit. Uses pre -focused individual alzac parabolas. Rotates Dept.90D, RCA Engineering Products, Camden, N. J. 360 degrees. Tilts 170 degrees. Noiseless controls.

TYPICAL TV STUDIO-P2OVED FLOOR PLANS AND CEILING AR.?ANGEMENT FOR RCA LIGHTING SYSTEMS

f. 1 O Its O /111111111/11 2" 40' O INIII111111

O MEINEE1111, 11110111111Z1 35' 60' Fore small interim -type studio, 21 feet x 35 feet. This plan Cross-sectional view of a TV studio, showing RCA's in For the average -sine studio, 40 feet a 60 feet. This plan more than meets the minimum liahling requirements of variedpyramid-type of lighting. This sy..tem delivers un- more than meets the minimum lighting requirements of 200 foot candles and a contrast range of 2 -to -I. obstructed light to every point in the stud o. 200 fool candles and a contrast range of 24l .

NO. REOD SYMBOL NO REOD SYMBOL

1 RI -INTENSITY FLUORESCENT BANK II HI -INTENSITY FLUORESCENT BANKS 4 INCANDESCENT FLOOD-LITES 0 18 INCANDESCENT FLOOD-LITES 0 2 CONTROLLABLE SPOT-LITES 10 CONTROLLABLE SPOT-LITES 41 TELEVISION BROADCAST EQUIPMENT RA D/0 CORPORATION of AMERICA ENGINEERING PRODUCTS DEPARTMENT, CAMDEN, N.J.

In Canada: RCA VICTOR Company Limited, Montreal sill: vi -seltzer looks critically al its iv effort

By L.E. WADDINGTON Radio -TV Director, Miles Laboratories

DID you ever try to sell a board years as an AM presentation. There higher overall liking level. All of of directors a television show are definite advantages in convert- these efforts have been directed to- when they themselves live outside ing a show already in production. ward making the added impact of the TV hysteria range? Or when Staff is assembled and knows the "sight" pay off. the budget is already allocated for ropes ;as a result, costs are kept Let's make a quick examination a master merchandising plan using to a minimum. In addition the ad- of our conclusions. Here are the a producing advertising medium? vertiser has a fair idea of the char- main points of summary and the Alka-Seltzer today is selling at acteristics of the expected audience. conclusions : the same price it sold ten years ago A year ago we confidently ap- and our fixed costs and budgets are proached the TV problem with a (1)A manufacturer ofsmall so tight that if we transfer adver- Chicago airing as an experiment, products with wide distribution and tising allotments from what we are followed by a network production successful radio advertising results doing to television we must get a as a serious bid for our share of the has a difficult decision to make when greater proportionate increase in lucrative TV market. The same nat- confronted with television. Budgets sales.It cannot be the same-it ural kids who have been batting are stretched to the limit, new ven- must be better. answers back at Joe and working tures are difficult to justify and it We firmly believe that television their way into the hearts of the is perilous to borrow from proven some day will replace radio. We feel public were now making a "sight" radio to subsidize unknown tele- this way because there just is not plus "sound" attack on our favorite vision.Even 5,005,371television enough leisure time in the habits customers and, as the surveys sug- homes (of March 1, Television Mag- of families to permit both radio and gested, on a constantly growing field azine) offers a small field compared television tuning habits. We feel of new ones. to the 39,281,000 U.S. Radio Homes that there will always be radio facil- We have experimented with for- estimated by Nielsen in 1949. ities but that many of the features mat and commercials and there are One thing would help us get into of radio will blend and be absorbed always ready answers ;but, as yet, TV. If the radio networks would by TV. we haven't heard the answer we offer a series of rate reductions in It was natural when we consid- want to hear about television as thecitiesinthe proportionsin ered television that we would con- an advertising medium. which TV is cutting into radio, it sider one of our AM properties. For several years we have been would release that money for TV Other advertisers have taken their using the Schwerin Research Sys- and we could maintain our "mer- successful radio programs, such as tem to help answer this question in chandising plan" coverage. Stop The Music and Arthur God- radio, (How to get more for your We are looking forward to the frey's Talent Scouts and adapted radio dollar), and last summer and day when radio networks will sell them perhaps even more success- fall we applied it to television. The the network minus the basic or TV fully to television and it seemed entertainment portions of our show cities. Then we can really climb on logical that we could do a similar were carefully analyzed to deter- the TV network bandwagon with job on Quiz Kids. mine the points of highest audience those funds. That is our challenge Quiz Kids, with Joe Kelly as quiz- appeal, and changes in format have to the nets who are looking to old master, has served us well for nine resulted in an effort to create a friends for TV support.

22 Television Magazine April 1950 (2) We have subjected our TV (b) Gimmicked. The Quiz Kids operation to several types of re- show has never been heavily gim- search. Schwerin has shown that micked. It would be interesting to Quiz Kids as a TV show has a good know ifitcould even approach potential. The kids are well liked Howdy-Doody's enormous return to under most conditions where the premium offers. Their 240,000 let- situationcalls for a sympathetic ters, each containing a candy bar understanding of their problems or wrapper and a dime, after two plugs an admiration of their actions or of 90 seconds each is quite a cred- abilities. itable performance. We do offer a Weaknesses seemed to liein a Zenith Television set for questions failure to adapt the program thor- which stump the Quiz Kids and our "How many times have you . .. eaten oughly enough to video.Itboils question return has averaged 2500 more than you should? Well, when ..." down to a lack of the necessary per week for the last year. awareness of the home viewing (c) Public AcceptanCe. We real- audience. ize that public taste may be the Of course, from my own observa- most important factor ina pro- tion, it seems that we are not alone gram's success and that the public in this fault. It is an evidence of taste may now lean heavily toward the general groping in this new field comedy -variety, drama or sports. of expression. There certainly must We still feel that there is room for be some television experts by now; a variety in programming and that butuntil the understanding and such a versatile medium as TV will techniques have been developed to a eventuallydevelopmanyother greater degree by a larger percent- forms of entertainment, informa- age of the creative and production tionandeducationalprograms. . . you want fast, dependable relief staffs we will continue to observe After all, parents are beginning to ... first aid for acid indigestion ..." these weaknesses. complain that unless there is better (3)Ourparticulartelevision programming soon, the baby-sitter show is not rated as one of the top problem will be with them once ten. We didn't expect that it would again. be, but in the last few months our ( 5) There are yet other factors executive group has become more inthisconsideration. There are aware of the facts and has begun times when our agency and our to ask some questions. package producer have had what Russ Johnson of Jerry Fairbanks they thought to be a pretty good Films made a statement at the TBA TV show. The viewing public didn't Television Clinic in New York. He have an opportunity to judge it on said, "Sooner or later advertisers its merit because technical difficul- are going to measure television on a ties kept it from the air in its pro- . . lust drop one or two tablets of cost per something basis." I can tell posed form. Alko-seltzerintoaglassof water." him that that time has come. A very quick and rough estimate A Criticism of Production shows that although Texaco Star Our groups have had the feeling Theater costs about five times as that television's production staffs much as our show it is still deliver- are overloaded. Sets and props are ing twice as many homes per dollar. often incomplete at rehearsal time, Even at the best, however, the num- cameramen are not ready and there ber of homes per dollar is a rather isgenerallackofcoordination small figure; and assuming that TV among studio personnel. is several times as effective as any In Chicago thereisan added other medium, it still falls short on problem which handicaps a spon- this homes -per -dollar measurement. taneous show such as ours. The "Drink that sparkling solution end find This, of course, indicates the need director is bound by a definition of how quickly it acts to sooth ..." for a reliable and acceptable yard- his duties to handle many technical stick of program effectiveness. problems of setting up the shots ( 4 ) RatingFactors.Program without the privilege of talking to ratings are now our only indication cameramen. We feel that he should and at this stage of the game there be free to follow and call the shots are many factors which influence unhampered by a technical middle- the ratings. man in order to achieve the best (Alkaw ( a )Competition. Competition is program continuity. A reassignment apparently one of the most impor- of duties and a rescheduling of ac- tant ones. A recent move of our tivities of the production personnel Seltzer show from Monday, opposite Studio could bring this about. One, toFriday, opposite Mama, All of these things combined have netted us a 65% increase in rating. posed the rather serious question ( That is in six cities where results of whether we are ready now to em- "And when you go to your drugstore. were available.) brace television seriously. buy two packages ofAlka-Seltzer!"

Television Magazine April 1950 23 FOCUS they do of other media to which (continued from page 5) they have grown accustomed. Tele- vision's job is to sell merchandise we can know the answers to some to the consumer. It should be used of television's most important prob- only if it will accomplish that job lems. However, the more all of us just as efficiently per dollar spent apply ourselves to the learning job, as other media. the better it will be for television It doesn't help television at all Baltimore generally. for an advertiser to sponsor a much 2. Secondly, as part of the job of too expensive show for a short pe- learning, we intend to experiment riod and then to bow out. If all tele- with the use of television. We plan vision programs are bought for Television to use the medium for experimental straight advertising reasons only, reasons and on an experimental it will help more than anything else scale whenever and whereverit to hold costs in line with effective makes sense to do so. Already we results and that, in turn, will help means have conducted some experiments television to grow in a sound and with film production, live produc- orderly fashion. tion,differentcommercialtech- 4. A fourth point is that Procter niques and with ways and means of & Gamble, like any other sound ad- WMARTV holding down production costs. And vertiser, will only use television in a more experiments will be run. We manner that is clearly in keeping believe firmly in the experimental withthebroadpublicinterest. approach and are confident that it That's the principle which we fol- will help us to use this new medium low in everything we do and per- ASMARYLAND'S with the greatest possible effective- haps it goes without saying. How- ness. ever, it's particularly important to pioneer television station, Naturally not everyone can afford emphasize in regard to television in to experiment with television. How- its character -forming years. Every- WMAR-TV consistently cov- ever, the networks can and are do- one concerned with this new me- ers an area from Washington ing it, certain stations can and are dium should remember that many doing it, and large advertisers and pairs of skeptical eyes are turned toWilmington, (Del.),and advertisingagenciescandoit. toward it. Many people have con- There is a great need for such ex- ceived high ideals of public service, fromPennsylvaniatothe perimental efforts. Even before we education and culture for it-often, get into the creative area, there is it must Potomac. need for experimentation in order much knowledge of the technical to lower the medium's mechanical and economic problems which are The peerless propagation of costs. Surely, for example, there will involved. eventually develop some less expen- We should remember that this Channel Two carries programs sive method of coast -to -coast trans- new medium is on trial not only from TWO major networks, mission than the coaxial cable or from an advertising standpoint but film. In the creative area itself, we from the public interest standpoint. via the television station of the feel there is need for experimenta- It is and will continue to be, to an tion with a whole new approach to unprecedented degree, the subject SunpapersofBaltimoreto program production if we are going of public comment, professional ad- to have really high program quality vice and official scrutiny. Within televiewers in the Chesapeake at a reasonable cost. Everyone who practical limitations, we must set basin area. WMAR-TV's own can experiment should do so in his alongside our exacting standards own interests and in the interest of for television as an efficient adver- coverageofpoliticalcam- the medium generally because all tising force equally exacting stand- advertisers, broadcasters, and pro- ards for television as a force for paigns,sportsandspecial gram producers can learn from the the public good. This point of view, events-civic,patriotic, and experience of others. I know, is widely held and is, of 3. A third point! Apart from us- course, important to the future of cultural-is unequaled in this ing television on an experimental the medium. scale, Procter & Gamble intends to Those are the broad outlines of rich,productive area. use it on a broad scale for one rea- our approach to television. The em- son only and that is a straight busi- phasis is first of all on producing ness -like advertising reason. We are the advertising result that will jus- Represented by not going to use television because tify the cost, and at the same time it's an intriguing and popular thing on holding the cost firmly in line THE KATZ AGENCY to do; or because it is vaguely felt with the result. We believe that this INCORPORATED to be a broad statesmanlike thing approach is similar to that of others to do; or because "it's a good thing who regard television thoughtfully ATLANTA CHICAGO DALLAS to get in on the ground floor of a and that it will help keep this new DETROIT KANSAS CITY LOS ANGELES new medium";oreven because medium effective and efficient from salesmen and dealers take more fa- an advertising standpoint in the NEW YORK SAN FRANCISCO vorable notice of television than tumultuous period ahead of it.

24 Television Magazine April 1950 "COWBOY SLIM" KTTV station LOS ANGELES

COST: $750 participating Time and Talent SCHEDULE: programs Monday thru Friday 5:45 to 6:30 p.m. CURRENT AN ADVERTISING DIRECTORY SPONSORS: OF CURRENT AVAILABILITIES All -Breed Dog Food COWBOY SLIM. . . holds his own rodeos every Sun- day,a realcowboywith aknockforhandling youngsters. Daily tellshis "pardners" about western

life . . . shows latest western monies. Makes numerous personal appearances. Ask about merchandising features,like4 -colortradingcards,clothingtie-ups, etc.

WBNS-TV WABD "SHARP COMMENTS" COLUMBUS "MERCHANDISE MART" NEW YORK

COST: $20 COST: 5100.00 Frequency discounts SCHEDULE: SCHEDULE: Monday thru Friday Monday thru Friday 4:30 to 5:00 p.m. CURRENT SPONSORS: CURRENT Sunkist SPONSORS: Climalene Co. Kroger Company American Cyanamid Co. Mrs. Eugene Gray, Womens Apparel An informalhalf-hourwithFern Sharp,central MINA BESS LEWIS Ohio's leading commentator onfashion,food andJune Schaaf, Flowers homemaking news. A popular daily feature ofthis Televisionisthe medium and the "Du Mont Mer- unique variety program is Miss Sharp's chatty session chandise Mart"is the means to help you more your just withoutstandingguestswho runthe gamut from products offthe shelves.It's the show for the fashion designers to prize fighters. carefulhousewife who says, "Show me" and for the Sponsor who says, "Know me."

KBTV KOTV "LIVE WRESTLING" DALLAS "SHOPPING PRE -VIEWS" TULSA

COST: 537.50 1time COST: $20 1time

Frequency discounts per 1 minute spot SCHEDULE: Minimum -13 spofs Fridays 8:30 to10p.m. SCHEDULE: Tuesdays 7:30 to8p.m. CURRENT SPONSORS: CURRENT Buloro Watches SPONSORS. Admiral Radio Muleskin Brown "Shopping Pre -Views," with emcee Valeria O'Neal,Furniture Co. Lire intermission commercials on Friday night wrest-Conoco Oil & local has developed into one of KOTV's most successful ling from Sportatorium in downtown Dallas. Handled participating TV programs. Format, written by MissEdna's Womens Shop by Bob Stanford, talented TV performer. Response to O'Neal, highlights individual itemsto be shown orMoody's Jewelry Store his approach registers with hundreds of phone calls. demonstrated.Prominentlocalpersonsandsingle Pricesforparticipating spots ore regular ratesfor entertainment actsoccasionally make theirappear. Davis Sporting Goods minute or less,lire or film commercials with remote once during the show. Miss O'Neal's wit and per- charges assessed only in the case of special segment sonality keep the commercial presentations informalS: ore and others sponsorship. and entertaining.

Television Magazine April 1950 25 McINTOSH & INGLIS McNARY & WRATHALL Consulting Radio Engineers Consulting Radio Engineers

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26 Television Magazine April 1950 ( 1 ) A housewife describing her new Bruton home on the telephone to a neighbor, while pictures of the interior and exterior flash on the screen ; ( 2 )A Bruton salesman discuss- ing the housing problem with the TV audience and displaying photos of Bruton Budget Homes; (3) Aharassedbreadwinner. worried over his rent bills, "seeing visions" of a Bruton home as "something worth owning;" (4) An instructor on domestic relations explaining merits of home ownership on the Bruton plan. Show itself is a compact quarter- hour of music and comedy aimed at a wide, general audience, featuring George Scotti, one of Detroit's best- George Scoltiin one of his typical antics. knownprofessionalpianistsand pantomime artists. selling homes hi, It - The George Scotti Show was chosen as the vehicle for Bruton be- TV isvirtually moving houses ings of viewer homeowners inserted cause of its high rating, 26.3, gen- for the C. Bruton Realty Com- before sign -off. Latter points up the eral audience appeal, and-perhaps pany of Detroit via The George fact that Bruton is an accredited as important a factor as any-its Scotti Show on WWJ-TV. member of the Detroit Real Estate positioningbetween two leading Decision to use TV an an effective Board. across-the-board network segments: supplement to its newspaper adver- The strong sales pitch comes in Kukla, Fran and 011ie and Camel tising was made early last Febru- the middle commercial via a definite News Caravan. ary by Bruton and its agency, Rex situation in hard-hitting, common- Introduced as "C. Bruton's Open Advertising Company, following a senselanguage. Bruton and the House" on The George Scotti Show, spot survey in the Motor City which agency made a study of the reasons program opens on a "For Sale-C. revealed that a heavy portion of why people buy-and don't buy- Bruton" sign in front of a drawing video viewers were not homeowners. homes of their own. Patterning the of an ideal home. Following this, To this"ready" market Bruton commercial on their findings, the camera dollies into the door of the could offer new and used homes for first half of the commercial was de- home which "opens" on Scotti, via a sale; and to those who did own voted to an institutional slant on trick superimposition, seated at the homes, Bruton could request a fresh the general housing problem and is piano. From this point on, Scotti supply of listings to offer for re- followed up in the second half by a carriestheshow, whichranges sale on TV. specific example of a Bruton house from hilarious mimicry of new and Since the buying of a home is a as an "adequate solution" to the old comic songs, acted out before a major investment and one that is housing situation. This approach, smallrear -projectionscreenon the agency feels, stimulates the de- which the background changes, to carefully considered, immediate re- serious renditions of piano classics. sponse was not expected. But sur- sire to buy through straight -for- prisingly enough, before the first ward reason -why -copy, tinged with Program ends as the door of the show had ended, eight telephone such emotional aspects as "pride of ideal home slowly closes, with the calls were received and the inquiries ownership" and "security." camera dollying back to show the grew to such proportions in the Some examples of this reason - Bruton sign again-this time mark- first two weeks that expanded phone why selling are: ed "sold." service was necessary to handle the Opening commercial shows a drawingof a Bruton home. calls. When a Bruton Model Home was advertised on the show, the company received so many orders that it ran out of available lots on which to build them. The mounting roster of listings coming from TV viewers who own homes is giving Bruton's 40 salesmen plenty of sales ammu- nition. Commercials on the Scotti show are handled live, with professional talent, photographs of homes, and flipcards.Brief mention of the sponsor is made at the opening. with a request made for new list- AN ADVERTISING eurre sotfilm comissercials DIRECTORY OF PRODUCERS AND THEIR WORK

ADVERTISER Chevrolet

"Guber's Secret," one of a series of highly AGENCY successful 1 minute films made for Chevrolet Campbell -Ewald Co., Inc. hosjustbeen selected thewinner of the PRODUCED BY "Award for Distinctive Merit" for 1949. This highest of awards is bestowed by the Art ARCHER PRODUCTIONS, INC. Directors Club of New York for thebest 35 WEST 53rd STREET, NEW YORK 19, N. Y. commercial films of the year. JUdson 6-2690

ADVERTISER P. Ballantine & Sons AGENCY J. Walter Thompson Company Again, the new series of Ballantine commer- PRODUCED BY cialsformajor leaguebaseballtelecasts featureBallantine'sfamousfloatingthree DEDPICTO FILMS, INC. rings and popular jinglesbuilt around new 254 WEST 54th STREET, NEW YORK 19,N.Y. characters and situations. COlumbut 5-7621

ADVERTISER Wilshire Club Beverages AGENCY Brisacher, Wheeler & Staff Wilshire Club's "Singing Bubbles" are one of the year's most effective uses of jingle PRODUCED BY in TV. Lyrics are by Bill Bates, with animation directed by Howard Swift. Production FIVE STAR PRODUCTIONS supervision by Harry Wayne McMahan for 6526 SUNSET BLVD., HOLLYWOOD 28, CAL. Fire Star. H011ywood 9-5280

ADVERTISER Lever Brothers Company AGENCY Imaginative production techniques achieve Ruthrauff & Ryan, Inc. high entertainment value while emphasizing PRODUCED BY package and product -in -use.Clever dance sequences and giant props introduce a fresh- GRAY-O'REILLY STUDIOS nesstothesecommercials,withoffscreen 480 LEXINGTON AVE., NEW YORK 17,N.Y. voice providing selling copy in a jingle. Plaza 3-1531

ADVERTISER Colgate -Palmolive -Peet Co. Combining song and dance with hard selling, this minute spot for Vel, done in full lip AGENCY sync animation rates high among TV commer- William Esty Company, Inc. cials. Commenting on production methods, ad agency William Esty Co., inc. says, "Con- PRODUCED BY sidering the varied elements and time factors BEN HARRISON STUDIOS involved,youcame throughwithflying 245 WEST 55th STREET, NEW YORK 19,N.Y. colors." Plaza 7.3217

For screenings and further information write the producers direct! AN ADVERTISING carrent film commercials DIRECTORY OF PRODUCERS AND THEIR WORK

ADVERTISER Philco Corporation Thisis M -L'sfiftieth TV commercial for AGENCY Philco. Series covers televisionsets,radios, refrigerators, freezers and home air condi- Hutchins Advertising Company tioners. Continuous production program co- PRODUCED BY ordinates Philco's TV advertising with other media as well as effecting overall economies. MURPHY-LILLIS PRODUCTIONS, INC. Printsshippeddirecttodealers makes a 59 PARK AVENUE, NEW YORK 16,N.Y. complete TV film commercial service. MUrray Hill6-2142

ADVERTISER Colgate -Palmolive -Peet Company AGENCY Filmed against a background dramatically William Esty Company, Inc. suggestive of Broadway theatre, the cover of this giant theatre program turns to disclose PRODUCED BY two products at each showing. Six different LESLIE ROUSH PRODUCTIONS, INC. groupings ofVel, Ajax, Lustre Creme and Palmolive are used inthis opening for The 333 WEST 52nd STREET, NEW YORK 19,N.Y. COlulmbus 5-6430 Colgate Theatre.

ADVERTISER Th3 Atlantic Commission Company AGENCY A full animated cartoon treatment of a Paris & Peart rhumba song and dance routine features fruit and vegetable characters singing A & P's PRODUCED BY popular "Fresh Fruits and Vegetables" jingle. In this series of films, A & P's rapid farm -to - SARRA, INC.

consumer serviceis portrayed in a few de- NEW YORK CHICAGO HOLLYWOOD lightful seconds.

ADVERTISER The Curtiss Candy Company AGENCY C. L. Miller Company A combined live action and full animated cartoon opening and closing for the "Hap- PRODUCED BY py" Felton Knot -Hole Gang TV Show, features Curtiss Candy Bars. The film introduces and SARRA, INC.

closes the Felton show before each of the NEW YORK CHICAGO HOLLYWOOD Brooklyn Dodger games at Ebbet's Field.

ADVERTISER Swift & Co. AGENCY J. Walter Thompson Company PRODUCED BY Appetite appeal is the keynote of this one minute spot done for Swift's Premium Ham. SARRA, INC.

An inviting recipe plus product identification NEW YORK CHICAGO HOLLYWOOD in Stop Motion technique are the highlights.

For screenings and further information write the producer direct! AN ADVERTISING current film commercial's DIRECTORY OF PRODUCERS AND THEIR WORK

For screenings and further information write the producers direct!

ADVERTISER Amalie Division L. Sonneborn Sons, Inc. AGENCY Hicks & Greist, Inc. PRODUCED BY Introductory trailerwithstartlingeffects achieved 6y opticals properly sets mood for SEABOARD STUDIOS, INC. magic show which follows. Filming isinsur- 157 EAST 69th STREET, NEW YORK 22, N. Y. ance against tricks "misfiring." REgent 7-9200

ADVERTISER Gordon Baking Company

In complete harmony with their Hopalong AGENCY Cassidyfilmprograms are these Silvercup N. W. Ayer & Son, Inc. Bread commercials. Cowboy character moves easily from interesting short talk on western PRODUCED BY folkloreintosalespitch.Realisticwestern SPECIAL PURPOSE FILMS, INC. set, props and costu-res enhance realism. 44 WEST 56th STREET, NEW YORK 19,N.Y. magic show which follows. JUdson 6-0020

TIME BUYING POLICIES chise is wanted on a specific station. Obviously there are few general (continued from page 19) The Ford Theater, seen in 12 cities yardsticks for TV time buying now. on alternate Fridays over the CBS Butas television expands from the BBD&O web, is limited to the number of 63 market limit imposed by the FCC With some 30 -odd clients in tele- connected stations which can be freeze, patterns for TV time buy- vision,selectionofmarketsby cleared. Film rights on many of the ing will evolve. BBD&O depends on the individual plays and contracts of some of the requirements of each account. While cast are oftenheldby the movie COMMONWEALTH they look for a reasonable percent- industry and the show, therefore, Currently Serving the age of set penetration, there is no cannot be kinescoped. Nation's Leading TV Stations established quota. In brief, markets are chosen due to the particular Young & Rubio= OFFERS Y&R has the same problem on the distribution needs of the product. SOUND William Esfy Jello-sponsored The Aldrich Fam- ily. As they do not hold the film 200 CARTOONS Naturally the natureof some rights the series can only be shown SILENT shows makes them suitable only for in interconnected markets. AESOP simultaneous showings. Such is the case with the Camel Newsreel, seen S5C&B FABLE ASANSV'It4G PallMall,clientsofSullivan, in 24 interconnected cities on the CARTOONS°1SERIALS NBC net, Monday through Friday. Stauffer, Colwell & Bayles, users of The clearance of stations has been both spot and network time, base the big problem on Esty's other their selection of markets on their iof'1#11;"1,:"IE),Iltlilils two Camel programs-the Ed Wynn importance to the client as far as Show and Man Against Crime. sales are concerned and not neces- In Esty's policy on market selec- sarily on set circulation. The sched- /2 tion, the timetable on network con- ule includes participation spots on CHARLIE CHAPLIN nections often plays an important nine shows covering a wide range COMEDIES part. If stations will be connected of formats-news, sports, films, in- 2 REELS soontheyareusuallyincluded. terviews, women's quizzes, etc.-a EACH Among the rejects are isolated mar- move obviously designed to interest FEATUREPICTURES kets with no prospect of intercon- many segments of the audience for CAST nection in the immediate future. the least money. Their spot cam- 26 ALL STAR paign originally started with six foflufthet $nfoltn Kenyon & Eckhardt otion and complete= = markets ;but, with added budget list, writs to Kenyon & Eckhardt follows the appropriation, has expanded to 30 general rule of at least 10% tele- stations in nine cities. Their net- vision coverage in every market, work program, The Big Story, aired LOMMODIBERLT H unless some particular distribution on an alternate week basis over Ydon and (jelogaion, .anc. problem is involved or a time f ran - NBC, is seen in 34 markets. 733 Seventh A New York 11P, N.Y.

30 Television Magazine April 1950 bid `vii aetion!

By DR. G. D. WIEBE Research Psychologist CBS

Fourth in a series on the psychological iactors behind the television commercial

ONE evening recently, a little Consider a salesman in a face-to- tomer.I am lukewarm about the before midnight, I was com- face situation. He engages the pros- shampoo thatIhave been using. manded to "GET A LARGE BOT- pect's interest. He shows his prod- As I watchthe aforementioned TLE OF (shampoo)-TODAY!!" uctandhighlightsitspositive commercial, I have just enjoyed a I was dressed in slippers and a robe points. When he makes his Bid - good program in the comfort of my at the time, and the drug store was For -Action it is a move compounded armchair and am now being told of six blocks away-so-I didn't do it. of skill and intuition and it is based the outstanding merits of Seriously, I wonder whether the on his estimate of the prospect's shampoo. Maybe Iought to pick copy writer knew at what time of feelings as of this instant. "Is he some up tomorrow. Maybe I'll try night that commercial would be de- readytoplaceabigorder?", a bottle. "GET A LARGE BOTTLE livered.I doubt it. And I wonder "Should I settle for a token or trial -TODAY!" My favorable inclina- how the presenter felt as he looked order?", "Can I do best, in the long tion is turned into a ludicrous mo- the camera in the eye and shouted, run, by committing him to another mentary frustration. Perhaps be- "TODAY"-a littlethissideof conversation and leaving hima cause televisionisstill compara- midnight. sample and some literature?" tively new, I have an impulse to tell Regardless of excuses or ration- TheBid -For -Actiongetsthe the man on the screen what I think alizations, the unvarnished fact is prospect to dosomething.And the of him. that this particular commercial was somethingis carefully calculated as It is this realness, this immedi- setting up what psychologists call the logical outgrowth of what has acy,oftelevisioncommunication negative conditioning.( Advertisers transpired up to the instant of the thatshouldbemostjealously call it suicide.) It was teaching me Bid -For -Action. guarded. For this is the secret of not to do what it told me to do. But the television salesman can't television's phenomenal impact. Nearly every commercial includes watch the effect of his sales mes- The Bid -For -Action should have the suggestion or the command that sage on the prospect. Hehas to been carefully conceived to give the theviewerdo something-take work in a strategy of assumed suc- favorable inclination that Ifelt a some step toward purchasing the cess.So his Bid -For -Action should boost toward the point of purchase advertised product. Whether itis be calculated to capitalize on the -not a right angle hoist off the "Buy a bottle-TODAY" or "Send degree of readiness that his preced- track! Did anyone really expect me for our free booklet," it serves the ing message hasprobablyaccom- to dress and go out for a bottle of purpose of motivating viewer ac- plished. shampoo? Of course not! tion.All of these devices can be At the very least,a Bid -For - So the Bid -For -Action was basically convenientlylabeledBids -For -Ac- Action, taken literally and in good insincere. Suppose the commercial tion. faith by the viewer, should be a had been delivered at 7 PM, would Slips and accidents are, of course, reasonable culmination of the pre- I have gone out especially to buy bound to happen. But aside from ceding message. the product? Probably not a chance pardonablemistakes,thereare Now let's return to that shampoo in ten thousand. The advertiser, it many instances in which the Bid - commercial-at the risk of beating seems, has not faced up to the fact For -Action is sold short or thrown a dead horse-in order to review that, given reasonable ingenuity, away. my feelings as a prospective cus- people can be gotten to do what the

Televisior Magazine April 1950 31 television salesman asks them to do. cer have our brand? Can we moti- thing about that.He'llprobably But the Bid -For -Action must be vate her to get up from her arm- tend to favor the same make of car conceived and delivered so as not chair and add our item to the gro- that he is now driving. He'll prob- to prejudice its own success. cery list? Is the housewife in our ably know that dealer. There's a From thisdiscussion we can commercial a person from whom tough spot-the feeling of familiar- Ithrase a practical formula for judg- suggestionswillbeacceptable? ity that drivers of competing makes ing Bids -For -Action: There is much that we need to find havefor competing agents and Assume that the viewer is favor- out. But at any rate, we are sin- agencies and for their present cars. ably disposed toward buying the cerely, seriously at the job of devis- The Bid -For -Action should moti- product. Now what is the most prob- ing a Bid -For -Action that will sell vateprospectsto perform some able sequence of events between the our product. pleasant action devoid of serious commitment that willfamiliarize viewer's present situation before High Cost, Durable Items the television set and the viewer's them with our dealers, our dealer establishments, and that will also purchase of the product? Where, in Inthe preceding example, the de- that sequence, could one most effec- add momentum to their inclination cision to purchase the item did not to buy our automobile. tively apply an additional boost? involve a major budgetary consider- Application of this formula to ation. The Bid -For -Action was cal- The solution centers on two de- two hypothetical situations will il- culated to increase the probability tails : lustrate some of the flexibility and of specific behavior that will take 1. Thisyear'smodelsfeature versatility of the Bid -For -Action. place in a casual context if it takes 100% rear visibility. The de- place at all. No one is going to make sign of the bodies plus a new Low Cost, sacrifices or lose sleep over a can of typeofrear visionmirror peas. But buying an automobile or QuickConsumption Items totallyeliminatestheblind a refrigerator, or insulating a home, spots. or adding a second bathroom or Suppose we are advertising a 2. Men and wives almost always brand of canned peas. The body of buying an insurance policy-these are big decisions. consult together before a car the commercial features an Inside is purchased. If you get both Glimpse, showing a sequence of In general then, the strategy in a of them into the showroom to- screens, progressively finer meshed, Bid -For -Action on a high -cost dur- gether, the chances for a sale through whichshelledpeasare able item should be to induce a go up. sifted. The smallest ones fall into small, non -crucial action that will the last tray-small, tender, select not commit the prospect, but that We will have our dealers paint a -those go into our brand. will enhance the competitive stand- whitepathontheirshowroom Then we want to switch to a con- ing of your brand. By so doing, the floors, beginning six feet out from sumer situation,so we see the chances of actually getting action the front door handle of our 1950 canned peas being poured into a at all are substantially increased. four -doormodel,runningback Suppose we are advertising an around the rear of the automobile bowl by a housewife. at a distance of fifteen feet from Now the formula :We assume automobile. We are planning an extensive campaign for our new mod- the rear bumper, and up to the op- that the viewer is favorably dis- posite front door handle at a disposed. She thinks maybe she will els. The body of the commercials will feature a new safety factor - tance, again, of six feet from the try our brand. She has finished the side of the car. supper dishes. She hasn't planned 100% front and rear visibility- tomorrow's supper. She'll order gro- along with other sales points. We will plan the commercials to ceries tomorrow morning. What will We want to close with a Bid -For - include a wife walking such a path she do between now and then? Action. We are realistic enough to around the 1950 model while the Where can we gear into her prob- know that our message is not going husband sits in the driver's seat, able sequence of activities? How to move a "cold" viewer to buy our looking forward, but watching her can we add impetus to a favorable product "tomorrow." We assume continuously. The camera follows inclination with the least departure that our "good" prospects will al- the wife. The viewer hears about, from, what she will do anyway? ready be thinking about buying an and wishes he could look into, the There are many solutions. Here automobile. We want to get those new mirror. is one: prospects into our showrooms. Be- Now, the Bid -For -Action is: fore settling on the standard "See (Housewife pours peas into bowl- the 1950 at your local deal- "Visit your local dealer. sets empty can on table showing And don't forget, sit behind the brand name. She hesitates, then ers !", we apply our formula. We assume that the viewer is wheel and have your wife walk the says:) tentatively in the market for an visibility path. You'll see her all "While I think of it .. ." automobile and that, at this mo- the way." (Takes grocery list and pencil from ment, he is favorably inclined to- We have made a bid for a specific, shelfabovetable.Close-upof ward our product. There he sits, at pleasant actionthat involves no scratch pad as she adds, "3 cans home. What is the crucial series of serious commitment, that provides peas" to the list. Camera to events between now and the actual a reason for a first visit to the her face. She says:) moment of purchase? He will talk agency, that gets the man behind "You know, you might do that with friends. We'll take our chances the wheel, that gives the wife a too-while YOU think of it." there. He will investigate trade-in moment on parade, and that gets a Is that good? We aren't sure. credits. We can meet the competi- man and wife together in the pre- What percent of housewives keep tion there. He'll be exposed to the sence of our automobile and our grocery lists. Will her regular gro- competitors' ads. We can't do any- salesman.

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