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Did You Know That. Radio Sets Outnumber Wage- Earners in the U.S.A

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Did You Know That. Radio Sets Outnumber Wage- Earners in the U.S.A AUGUST 10, 1959 THIRTY -FIVE CENTS Q RQ ' ASaT 9 Rv?o r:g. ;01 A hsz THE E3USINI aato3 a,puEtJa N AND RADIO ree Tr? T{rir Swapping prizes for exposure: a profile of the practitioners Page 33 How tv stamped the Peter Pan brand name in women's minds Page 45 Heyday for radio: its total audience now outnumbers tv's Page 52 Florida defense network offers blueprint for public service Page 56 did you know that. Radio sets outnumber wage- earners in the U.S.A. by almost two to one? More than 146,000,000 sets are currently in operation ! Just one more reason why Spot Radio is a powerful sales-maker! KOB Albuquerque WISH Indianapolis WJAR Providence .RMINGSIDE WSB Atlanta KARK Little Rock WRNL Richmond Col WGR Buffalo WINZ Miami KCRA Sacramento LIBRARY WOAI San Antonio WGN Chicago WISN Milwaukee .re--)-r TV ('TTV WFAA Dallas -Ft. Worth KFMB San Diego KSTP Minneapolis -St. Paul p KOSI Denver KOBY San Francisco WTAR Norfolk WKMH Detroit KMA Shenandoah WANE Fort Wayne KFAB Omaha KREM Spokane WSVA Harrisonburg WIP Philadelphia WGTO Tampa -Orlando KPRC Houston KPOJ Portland KV00 Tulsa Radio Division Edward Petry & Co., Inc. The Original Station Representative NEW YORK CHICAGO ATLANTA BOSTON DALLAS DETROIT LOS ANGELES SAN FRANCISCO ST, LOUIS WHEELING: 17H TV MARKEI *Television Magazine One Station Reaching The Booming Upper Ohio Valley No. 13 IN A SERIES: CHEMICALS With the deep salt wells supplying the essential brine, and the broad Ohio River furnishing economical trans- portation facilities, a rich, thriving chemical industry has arisen in the bountiful WTRF -TV area. Typical is this Columbia -Southern Chemical Corporation plant located at Natrium, W. Va., just south of Wheeling. Here more than 1,000 employees are engaged in the production of chlorine, caustic soda, chlorinated hydrocarbons, ammonia and titanium tetrachloride. More than $5 million annual payroll dollars of the Columbia - Southern Chemical Corporation help make the WTRF -TV area a super market for alert advertisers . a 39- county area where 2 million people have a spendable income of $2 % billion annually. For availabilities, call Bob Ferguson, VP and Gen. Mgr., 316,000 watts N Bit network color or Needham Smith, Sales Manager, at CEdar 2 -7777. Notional Rep., George P. WHEELING 7, WEST VIRGINIA Hollingbery Company. CHANNEL 1 PREFERRED by the, SUPER -CART TRADE in Baltimore When you want to "push" a product in Baltimore, WCBM should be at the top of your radio list! The women ... and men ... who buy the groceries in Baltimore prefer WCBM's adult -level programming. You'll prefer WCBM too-when you see the adult -listenership surveys* on WCBM's continuing leadership in this huge and important market! *Nielsen Adult Listenership Surveys A CBS Radio Affiliate 10,000 Watts on 680 KC Baltimore 13, Maryland PETERS, GIR1FFI N,WOODWARD, INC., Exclusive National Representatives BROADCASTING, August 10, 1959 3 This "measured preference" is best shown in a bright, new information folder that illustrates concisely and clearly that if you want to cover the vast Dallas - Fort Worth market area, buy KRLD -TV, Channel 4. Ask your Branham man for the "measured preference" information folders. Represented Nationally by The Branham Company THE DALLAS TIMES HERALD STATIONS John W. Runyon Clyde W. Rembert Ckiimi1 4,Doilo Chairman of the Board President MAXIMUM POWER TV -Twin to KRLD radio 1080, CBS outlet with 50,000 watts. 4 BROADCASTING, August 10, 1959 CLOSED CIRCUIT® Big and little cars Broadcast media White Sox baseball broadcasts on 30- House group's records in all activities. plans of new "compact" cars to be out station regional network for several Carroll subcommittee has given no in- this fall probably will center on spot tv, years. As indication of success of its dication it plans to enter tv quiz investi- say advertising sources close to Detroit. baseball sponsorship, General Finance gations but will call FCC and other Introduction dates are guarded, but makes it a point never to open branch agencies up in near future on ex parte October is month seen for General office unless it's in city covered by Sox legislation as follow -up of earlier hear- Motors' Corvair, with Ford's Falcon broadcasts, which are fed by WCFL, ings (BROADCASTING, July 27). and Chrysler's Valiant coming out Chicago Federation of Labor outlet. First drop General Foods, giant cof- would later. Spot, it's explained, provide Hold it, please Newest aid to editors fee advertiser and heavy spot tv user, flexibility will be needed that because of tv tape is reportedly being readied by breaks today (Aug. 10) with national of unknown distribution -selling factors. Hughes Aircraft Co. for exhibition at changeover of new copy in its spot tv On network tv, where automakers Western Electronic Show and Conven- advertising for Maxwell House coffee. Newly -themed commercials were are lined up in force to peddle their new tion (WESCON) , Aug. 18 -21 in San tested models next season, there are at least Francisco's Cow Palace. Device under- during summer by Ogilvy, Benson & two added "exposures" in making at stood to comprise series of storage Mather, New York, first major sendoff CBS-TV: General Motors is negotiating monitors (sometimes called "picture for Maxwell House vacuum packed quietly via Campbell-Ewald for hour freezers ") which when hooked into tv ground coffee since Ogilvy acquired ac- special for Oct. 9 that would feature monitor circuit can halt picture, hold count from Benton & Bowles first of Red Skelton and would introduce all it for as long as 10 minutes. In addition this year and became GF's fourth ad GMs' 1960 models, and U.S. Steel, to its use as tv tape editing tool, storage agency. through BBDO, has plans for special monitor is said to have applications to Late starters Some broadcasters who "Steel Hour" salute to auto industry. closed circuit tv for business and in- wouldn't put up money for member- ship in all- industry ASCAP Color forecast RCA executives dustry. committee are now trying to make sure expect color set sales this fall to ex- that bene- Educating the source Sales pitch fits of reduced ASCAP fees which ceed last year's sales by 250% to with double bounce is being prepared committee obtained will apply 300 %, with indications in some markets also to by Television Bureau of Advertising. them. U.S. District Court in excess of that projection. While Judge Syl- It's financial presentation is designed for vester J. Ryan last June there are no official figures, it's esti- ruled that bankers at both national and local present fees are too high, suggested mated that sales to date of color sets its is so levels, but purpose not much revisions downward (AT DEADLINE, are between 350,000 and 400,000. to get bankers into tv -on national level June 22) . He is expected to sign decree especially they're in it substantially al- In addition to RCA, which has teams Oct. 15, but new rates will apply only - to in touring country indoctrinating both dis- ready-as get them clear their own to stations involved in litigation. This minds as to what television is and what tributors and color- equipped stations, is due to clause in 1950 consent decree Admiral will begin its heavy color set it can do. This, TvB figures, should which provides that relief on fees will promotion in September -only other make them more receptive, or even ag- go only to those who file suit against major manufacturer thus far to an- gressive, in working with local retailers ASCAP. nounce color production who want financial assistance for tv plans. While Problem is that many broadcasters minimum color is campaigns of their own. set price $495, aver- who didn't join broadcasters' commit- age consumer sale runs $695 for RCA Political broadcasting In Cuba tee signed new ASCAP licenses 1 product. Jan. they're talking about power of television under old rates. These contracts run for Taboo list Next NAB tv code crack- as political force as used by Dr. Fidel several years. Thus many stations are down, again dealing with personal prod- Castro and his revolutionary govern- hooked for higher rates until their pres- ucts commercials, will cover wider scope ment. Dr. Castro's tv appearances run ent contracts run out. Word of their of items but probably will be executed from four to six hours and all Cuba plight is being brought to attention of without list of station casualties that seems to watch. Cited as indicative of congressmen and Dept. of Justice. marked government operation through tv was recent antihemmorhoid cam- Fm builder Move toward group his July 17 oration which began at 8 paign. Three -man code subcommittee, fm operation underway on West Coast and after midnight. headed by E. K. Hartenbower, KCMO- p.m. concluded by veteran broadcaster Rogan Jones TV During that address, President Urrutia Kansas City, expected to come out (KVOS - AM - FM - TV Bellingham, resigned, marking first time in history in next fortnight with results of exten- Wash.). Plan apparently is to saturate where head of nation had been deposed sive study of advertising for laxatives, West and Northwest with commonly - via under -arm products, depilatories, toilet television. owned fm stations, program them from tissue, corn and callous removers, and Everybody in the act House Over- central source using latest in automatic brassieres and girdles. Other subcom- sight Subcommittee, which is step gear. Besides Bellingham where Mr. mittee members are Donald H. Mc- ahead of Senate Commerce Committee Rogan is building _fm, lie has fm appli- Gannon, Westinghouse Broadcasting in race to investigate tv quizzes (see cation for San Diego area (La Mesa), Co., code board chairman, and Gaines story page 63) , may in future find its is applying for Portland, Ore., is said Kelley, WFMY -TV Greensboro.
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