August 16, 1948 A Continuing Study of Major Radio Markets AST1 NG The Weekly Nowema90 Ine of Radio Study No. 5 TELECASTING X0.1 429#21125 j

clues to sales

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Highlighted by more than a hundred featured Hollywood players and produced by Jerry Fairbanks, Public Prosecutor makes the viewer part of the show. The "personalized camera ", tight writing, concentration on close -ups and high key lighting make it perfect film entertainment for the home set screen.

As viewers watch for clues to crimes, they will also watch for the product story- your story if you wish -presented at moments of peak interest. Here is an unmistakable clue to sales. withh television's greatest network and largest group of station affiliates at your service.

NBC Television NATIONAL BROADCASTING COMPANY 30 ROCKEFELLER PLAZA NEW YORK 1 A Service of Radio Corporation of 4mnrirn

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Scenes from "Sorry, Wrong Number " -a forthcoming n -P,ue of Paramount Pictures Inc.. starring Barbara Suuucyck and Burt Lancaster. A Hal il allis production-watch for it!

The quickest way for you to interest the Stars, and the motion picture writers, producers

and directors, is to sell them via KTLA. For television is Hollywood's hottest interest w -and in Hollywood, television means KTLA ... on the air every afternoon and evening. Sell Hollywood and you sell the world! ** **

* KTLA * KTLA -n 4 ,p Hollywood Studios 5451 Marathon St. H011ywood 6363 tlr7lLlt10T Ins New York Office 1501 Broadway BRyant 9.8700 1 '

r A KEY STATION OF THE PARAMOUNT TELEVISION NETWORK

Page 2 August 16, 1948 BROADCASTING Telecasting 14 ""7r t a

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By DAVID GLICKMAN area total employment stood at 1,- lions of potential buyers be ef- 307,000, or close to a 10% gain for fectively apprised of values to be the year. More than half of all found in the Los Angeles market, FABULOUS and unpredictable is Los Angeles where busi- California factory workers are em- station promotion managers say. ness and pleasure mix to dollar perfection. And unique are ployed around Los Angeles, with No one metropolitan newspaper, the economic factors that make it different from any other average weekly earnings today re- despite its wide circulation, is big radio market in the United States. ported at $55.64. enough to claim dominance in such The Los Angeles Metropolitan Los Angeles has a higher in- an area, they declare. District of 1,540.8 square miles con- dustrial payroll than any of 35 There have been many changes wear, motion pictures, aircraft, fish states. Since V-J Day 12% of all tains 57 cities, each with suburban tanning, well -drilling and oil equip- in postwar Los Angeles radio. and rural areas and an overall new businesses in the United States These include power and frequency ment; have originated in Southern Cali- estimated population of 4,300,000. Is second in auto assembly, shifts; rate adjustments and own- Most important, the district con- fornia. Investment capital in the er changes. All these have been tire and tube production, citrus Los Angeles area has also been tains the city of Los Angeles, with production and apparel manufac- inevitable and desirable, the trade greater since V -J Day than at any concedes, yet there hasn't been a 1,987,924 persons. turing (dollar volume) ; This incredible city, the nation's time in history. This past year new AM station assigned to Los Ranks third in petroleum re- (1947) Los largest geographically, covers 452 was Angeles' third larg- Angeles city proper in almost two fining and food processing; in development, with square miles. The county area's 20 est industrial decades. 215 new factories and 417 enlarge- AM stations, plus FM and TV out- Stands fourth in furniture Of the 11 Los Angeles city AM ments or expansions a of lets are used by some 3,000 nation- manufacturing; for total stations, four are owned or affili- $124,811,500, local al, regional and local advertisers to Has 33 industrial groups each according to ated with networks. KNX went on Chamber of Commerce figures. This the tune of over $12,000,000 a year. of which does more than a $5,000,- the air in 1920; KFI and KHJ in created 21,000 new jobs. Fourth largest city in point of 000 business annually. April 1922; KECA started operat- population, it doubled in four suc- If the story of Los Angeles is ing on Nov. 15, 1929. They even- cessive decades last startling, her future will be even Population Fast Rising tually became outlets for CBS, and in the and seven years has grown 27% while more amazing, station owners NBC, MBS and ABC, respectively. a population the rest of the L. A. market in- agency executives predict. That's Southern California KFOX Long Beach has been on why so many national increasing now by a creased 47.48 %. The area ranks major reason is quarter the air since 1924. KFWB Holly- advertising agencies are trekking million persons per year, and today wood was started by Warner Bros. third in total retail sales, first in a employment, has more building to Los Angeles, establishing west- aggregates about 6,000,000 - in early 1925. KLAC (then ern headquarters. total exceeded by only six states KMTR) has been operating since under way than any other and and boasts 97.2% radio set ownership. In 1946 Los Angeles had its other than California. City Oct. 27, 1926. Ben McGlashan, then greatest industrial development of county population combined is now Ranking second among industrial a student at U.S.C., launched any one year except 1943, peak of growing at rate of 20,000 per KGFJ Los Angeles on Dec. 8, areas of the nation, Los Angeles: wartime industrial expansion. At month. Leads in production of sports- the end of 1946 the metropolitan Only through radio can these mil- (Continued on page 4) BIROADCAISTING Telecasting August 16, 1948 Page 3 (Continued from page 3) Simmons Adv., West-Marquis Inc., 1926, and the late C. Merwin Davis -Hood & Assoc., The Tullis Dobyns, independent oil and re- Co., Mays & Co. and Alvin Wilder tail shoe merchant, founded KGER Adv. c Long Beach four days later. Los Angeles agency men show no KRKD Los Angeles followed in partiality toward either spot an- 1927 and KMPC Hollywood, then nouncements or programs. located in Beverly Hills, a year "Depending upon the sales prob- later. KFVD Los Angeles has been lem, both programming and spot on the air also since 1927. KFAC announcements can be built to do Los Angeles started operating in an effective job, often at less cost April 1931. KIEV Glendale made than black and white," Milton Carl- its debut in September, 1933. son, vice president and radio di- Born during the war years was rector of Western Adv. Agency, KXLA Pasadena which went on said. "Retail accounts handled by the air with call letters of KPAS this agency have successfully used in 1942. Following by six months well -planned radio to produce di- was KWKW that city. rect sales. One retail firm increased Within the past year four AM its annual sales volume to well stations have been licensed in sub- over one million dollars with radio urban Los Angeles. KOWL Santa taking the major share of the budg- Monica went on the air Aug. 10, et. In spite of more and more 1947, with daytime operation. white space available to retailers, KWIK Burbank was started Sept. The Southern California -Los Angeles- Area radio will continue to have an im- 29 as a 24 -hour station, but cur- portant spot in the retail adver- rently is on a 21%-hour schedule. area are again going full blast. proximately 30 regional and local tising budget." KGIL San Fernando followed on Los Angeles is the largest advertising agencies, with the 1947 Oct. 19 as a fulltime station. fishing port in the United States, total estimated at $8,500,000. Team Andrew G. Haley, radio attorney, McCreery Viewpoint if not the world. Southern Califor- work between these agencies and on July 22 last started operating Walter McCreery, president of KAGH with nia tuna pack alone was worth stations has quadrupled radio bill- daytime schedule. Smith, Bull & McCreery, says, new money $50,000,000 in 1946. ings in a decade, with at least 12% With -backed indus- Oddly enough, Los Angeles is increase "There is no specific formula to fol- tries coming into the area, taking in 1947 over 1946. also the heart of the nation's agri- Smith, Bull & McCreery led the low in the use of radio advertising. their place alongside firms that cultural region. Southern Califor- Every campaign is tailor -made to pioneered, added impetus to the list in value of local accounts last nia (14 counties) farm income in with Los Angeles fit our clients. Some use spot an- city's economic stability is assured, year area radio 1946 reached $1,089,853,000. billing of $681,000, 35% increase. nouncements exclusively, others we station commercial managers state, advise to go strong on programs." and the advertising agency Helping station owners to realize Milton Weinberg Adv. Co., with a frater- Smith, Bull & McCreery has 47 nity claims. a return on their investments are ten -man radio department, was sec- more than 190 radio active adver- ond with $500,000, a 500% increase radio accounts, of which 19 are tising agencies in the Los Angeles in a decade. local or regional. Firm places an Shifts to L. A. area who are on the Southern Cali- Allied Advertising Agencies bill- average of 460 spots and 63 pro- Such well established concerns fornia Broadcasters' Assn. "recog- ed $445,000 spent in local radio grams weekly on the various Los as Rexall Drug Co., Carnation Milk nized" list. About 50 are national during 1947, Arthur W. Stowe Angeles area stations. Co., American Potash & Chemical agencies. Adv., $396,000 locally and $60,000 Spark -plug of Lockwood- Shackel- Co. and Allied Building Credit There are a score of "house in other sections of the West; May- ford Adv. Co. radio department is Corp, have but recently shifted agencies," or those on the border- ers Co., $200,000; Western Adver- 34- year -old Lou Holzer who started headquarters to Los Angeles. line, who place a heavy chunk of tising Agency, $180,000; Lockwood - his radio career in Chicago. He Amplifying reasons for their radio business, too. Although prac- Shackelford Adv., Stodel Advertis- oversees radio billings amounting faith in Los Angeles, station and tice of 15% "kickback" to client is ing Co. and Brisacher, Van Norden to nearly $1,000,000 for such agen- advertising agencies' executives much frowned upon by SCBA, most & Staff about $175,000. cy clients as Los Angeles Brewing point to additional statistics: stations accept that type of busi- Raymond R. Morgan Co., though Co., California Medical Assn., Kern Los Angeles' retail trade in ness. Their billing last year was concentrating on network package Foods, Haggarty's, Swell -Time Ice 1947 totaled more than 2% billion estimated at $2,000,000. shows, did national radio business Cream Co., Riviera Ice Cream Co. dollars compared to $641,000,000 Many small retail accounts place of $1,500,000 last year, with local and others. ten years ago. (Unofficial estimate). direct, especially on suburban, com- billing of $150,000. McCann- Erick- A merchandising and promotion In Los Angeles 1946 retail munity stations. This results in son and Elwood J. Robinson Adv. student, he warns that "the wrong sales estimated on a cross section split commission, protesting agen- had an estimated local gross of kind of radio can break a client" basis by the Department of Com- cies declare. Some stations do not $150,000. and deplores the fact that many an merce were 27% ahead of .1945. strictly follow their rate card Hunter Adv. Agency, in business advertiser has been misdirected in Bank debits in Los Angeles structure. They make "conces- now for two years, gave its gross use of the media. during the past year were $33,- sions," agency men tell you. Los radio billing locally as $110,000. "Black-and white, plus outdoor 748,431,000 or 5.66% ahead of 1946 Angeles stations are quick to admit Scholts Advertising Service also is advertising, can well be called the and more than triple 1940. Figures this is true. Less desirable time pe- in that bracket. Others doing a skin and bone structure of busi- for 1946 reveal $31,938,691,180, or riods on independents, adjacent to good job locally for radio, but with ness, but radio, prescribed right, 20 %. ahead of 1945, or more than network blocks, often cannot be smaller billings, are Lisle Sheldon is the muscle and fat," he says. double 1942. sold successfully at card rate. Adv., Charles N. Stahl Adv., Mc- When Edward C. Stodel started Building permits in Los An- Therefore, in the interest of busi- Neill & McCleery Adv., Harring- Stodel Adv. Co. in Los Angeles in geles county hit $181,342,724 for ness, some stations employ package ton, Whitney & Hurst Inc., J. B. 1936 he had some ten years of radio 1947, against $130,176,567 the year time sale deals. Kiefer Inc., Dan B. Miner Co., experience behind him. He had previous, an all time high. Bulk of Los Angeles area sta- Brooks Adv., Pat Patrick Co., been a writer- producer and news Shipyards in the Los Angeles tions' radio billing is placed by ap- Smalley, Levitt & Smith Inc., Dean (Continued on page 8)

R. O. Reynolds Lewis Allen Weiss Don J. Fedderson J. Frank Burke Jr. Calvin J. Smith D. W.Thornburgh V. P. and Gen. V. P. and Gen. Harry Maizlish Ned Connor W. B. Ryan V. P. and Gen. Pres., Gen. Mgr., Clyde P. Scott Pres., Gen. Mgr., V. P. and Gen. Mgr., KMPC Mgr., Don Lee Gen. Mgr., KFWB Gen. Mgr., KRKD Gen. Mgr., KFI Mgr,. KYA KFVD Gen. Mgr., KECA KFAC Mgr., KNX REXALL KNOWS BEST

Again in 1948, Rexall sponsors the complete schedule of L. A. Rams' 1. GUARANTEED TIME: Pick your own pro- gram and keep it -58% of all KMPC football games on KMPC. advertisers are program advertisers. Last year on KMPC, Rexall with their Rams' 2. POWER: Most powerful independent in the West -50,000 watts days, 10,000 games averaged a whopping 20.3% of watts nights. the radio audience for 63 hours 3. COVERAGE: Los Angeles plus 189 other communities. of broadcasting. Average Hooperating 4. MORE AND MORE LISTENERS: 6 consecu- for the 21 games was 5.3 rive Hooper gains in 6 months. 5. MAIL: One program averages more than 4,000 letters a week. TAKE A TIP FROM 6. SPORTS: L. A. Open, Big League Ball, Coast League Ball, Joe Hernandez, L. A. OWL - SONTAG - REXALL Rams, Pacific Coast Conference Football. 7. NEWS: 16 sponsored news programs every ...PUT PC ON YOUR SCHEDULE day. 8. PUBLIC SERVICE: 74,811 phonograph records distributed free to hospitalized veterans. 9. RECOGNITION: You're in good company on KMPC.

KMPC 710 KC - Los Angeles I Frank E. Mullen, President R. O. Reynolds, V. P. & Gen. Mgr.

*PAYS CONSISTENTLY BROADCASTING Telecasting August 16, 1948 Page 5 THE YOU HOLDING UP

OUTSIDE AUDIENCE TO 07 COAST, ON THE PACIFIC

THE PACIFIC COAST OUTSIDE AUDIENCE is rarin' to be entertained by your radio show... but you're holding them up from listening to it unless your show is on Don Lee. A C. E. Hooper 276,019 coincidental telephone -call survey proves that while all 4 networks cover the inside Pacific Coast market, only Don Lee completely covers the 5% billion dollar outside market ( the area outside the metropolitan trading areas of Los Angeles, San Francisco, Oakland, San Diego,

Portland, Seattle and Spokane) . * On the Pacific Coast, people in the outside

THOMAS S. LEE, Pres. LEWIS ALLEN WEISS, Vice- Pres., Gen. Mgr. SYDNEY GAYNOR, Gen. Sala Mgr. The Nation's Greatest Regional Network

Page 6 August 16, 1948 BROADCASTING Telecasting audience listen to their own local network station, are influenced by their own local network station, within their own trading area. Most markets on the Pacific Coast are surrounded by mountains up to 15,000 feet high, and reliable long - range reception is impossible. Don Lee has 44 local network stations, one in each trading area, and you can be sure when your show is on Don Lee, everyone can hear it. Remember: More than 9 out of every 10 radio families on the Pacific Coast live within 25 miles of a Don Lee station.

1313 NORTH VINE ST., HOLLYWOOD 28, CAL. Represented Nationally by John Blair & Company

DON LEE BROADCASTING SYSTEM

BROADCASTING Telecasting August 16, 1948 Page 7 (Continued from page 4) It is among the first to go in for commentator. He organized an block programming in the area agency without any accounts, in and also gives 10% of schedule time to foreign -language broad- order to protect his programs. To- 1937 day his annual radio billings run casts. Gene Autrey, film actor, re- into the hundreds of thousands. cently bought into the station. Eastern -Columbia, then not a Television is starting to take complete department store, started Los Angeles by storm, with FM arousing only mild interest, judg- its initial radio on KFI in 1935 1947 with a weekly Hollywood news and ing by comments of agency men. film star interview program. Budg- Though it is estimated there are more et was only $118 per week. One $2,500,000,000 than 200,000 FM sets and of the early major retail merchan- converters in the area, FM ac- disers to use radio effectively, counts are still hard to sell. Eastern -Columbia put radio to the Agency men say clients are re- Ten gears growth in retail sales, from 1937 to 1917, is illustrated in the luctant to pioneer. hard -boiled test of standing on its above graph. own feet as a direct sales producer, KKLA and KMGM are the alongside newspapers and direct only exclusive FM commercial out- mail. media. But even in the Los Angeles KECA (ADC) -are primarly net- lets on the air. They are actively It worked. Other Los Angeles area, where population growth is work outlets, but, at the same selling. KFI -FM is programming stations were aided in the test. far above average, the addition of time, present balanced schedules separately from its AM outlet KFI They all met the challenge success- a dozen FM stations and seven with large amounts of local pro- and has time for sale. KKLA went fully. The store has been using the television stations, on top of 20 AM grams. They all maintain strong on the air Jan. 1. It operates from medium consistently ever since, now outlets, may make it hard to justi- sales organizations and have heavy 8 a.m.-12 noon and 6 -10 p.m. billing (Los Angeles area only) fy some present AM rates -let quotas of local sponsors. KMGM has been on the air since alone $65,000 annually. further increases. Yet, on the Among the others, KFWB has a May 27. It operates 3 -10 p.m. other hand, spiraling wages and healthy commercial lineup and em- KFMV Hollywood (Unity Broad- Competition Factor other costs have to be met, and phasizes civic and public events. casting Corp. of Calif.), with stu- oftentimes the only solution seems dios at 6540 Sunset Blvd., is cur- Warning that Los Angeles area The station has led the disc jockey to be an increase in rates." parade for years. KLAC is an rently testing, and goes on the air AM stations will face serious com- commercially in mid-September. video, Bill Welsh, Protests on rising costs come active disc jockey station and fea- petition from James C. McCormick, radio and general manager of Allied Adv. fast and thick from other mem- tures sports programs. KRKD in bers of the Los Angeles fraternity. downtown Los Angeles emphasizes television director of The Mayers Agencies, said, "We are gearing Co., says it will take "some time our organization to meet the situa- Here are a few: local business, with news and rec- Bernard Weinberg, president, ords dominating the programs. to determine FM's place in com- tion not more than two or three mercial radio." The FM problem is years from now when television Milton Weinberg Adv. Co.: "Radio KFVD is described as the most needs consistent money maker in the not easy, with 20 AM stations in will be at least equal to AM radio to evolve a new system by the area. in advertising budgets of our which the customer pays for what market and is local in character. KMPC has clients. Too many AM stations, plus he actually gets." been in the thick of the Mayers TV Success disc -jockey battle and also features television, will see a drastic change Arthur W. (Tiny) Stowe, own- With television, however, the in Los er, Arthur W. sports. the Angeles radio picture Stowe Adv.: "With problem is not one of indifference. within the next few years. Sta- the Los Angeles field so competi- KFOX and KGER Long Beach Mr. McCormick says Mayers' tions must start their planning to- tive now, AM station rates are are keen rivals. Both have Los An- clients have used with day the future." rising too Stations must get it excellent for fast. geles offices. KGER features 71/2 results. He believes the combined Raymond R. Morgan, president together and adjust rate structures hours daily of Western music. In eye and ear appeal they find will make it of Raymond R. Morgan Co., warns or will many an adver- Pasadena KXLA, 24 -hour station, the most potent advertising force that the broadcasting industry tiser leaving the air for other and KWKW are similarly competi- media." yet developed, though present en- must be more on its toes and do a tive. KXLA features Greater Los tertainment standards leave much better job of programming or else Edward C. Stodel, owner, Stodel Angeles identification. KWKW airs to be desired. progress that has been made will Adv. Co.: "With new stations hav- some foreign -language programs Raymond R. Morgan, head of be lost. "There are many good ing been added to the area, rate and goes in heavily for sports and the agency bearing his name, says home town newspapers. T h e r e structures should be readjusted special events. KAGH Pasadena, the public is not sold on FM and should be a lot of good hometown downward to meet the competition. which went on the air July 22, has nine out of 10 listeners can't tell radio stations," he claims. "People Instead they are going up. Visual entered the field with emphasis on the difference between FM and AM. listen to programs, not stations. demonstration of merchandise, public service as a community "FM is a lost ball," he argues. They are interested in people, not with background narration, will station. "To start with, it's no earth -shak- patter. That's the cue." transmit the successful radio for- KWIK Burbank, KGIL San Fer- ing improvement. The deal isn't Stations must be more realistic mula to television. We contemplate nando and KIEV Glendale are hot enough to make any sensible and get ready for the competition no cutting of AM radio budgets competitive. KIEV emphasizes news advertiser rush for his checkbook that will be theirs, is the opinion to add video coverage. Rather, it and records and claims Greater and stampede for a time slot. Tele- of James C. McCormick, radio and will be an additional appropria- Los Angeles coverage. KGIL and vision will probably administer the television director of The Mayers tion. However, it does pose a chal- KWIK fight for the rich San coup de grace and that will be all Co., who knows about selling as lenge to AM radio to closely exam- Fernando Valley with its 400,000 right with me. So get set for the ine its rate structure and pro- well as buying of time and talent population. Both claim a Los An- revolution ; I'm a bull on television." for he was a station representative gramming." geles county 2,500,000 population Los Angeles agency circles are salesman for a few years before With 20 AM stations, Los An- bonus coverage. KOWL Santa genuinely excited about television, joining the ranks of advertising geles enjoys wide diversity from Monica claims Los Angeles cover- and retailers are watching its de- agency executives. He was also a both programming and commercial age, though generally classed as a velopment closely. With a vast res- freelance producer. "In most mar- standpoints. The four network key community outlet, and it has down- ervoir of talent available, agency kets, men radio still offers low cost -per- stations - KFI (NBC) ; KNX town offices in Los Angeles with predict Los Angeles will be- thousand rates compared to other (CBS) ; KHJ (MBS -Don Lee) ; plans for auxiliary studios there. (Continued on page 10)

Sam Kerner . L. K. King Art Croghan Lee Wynne W. J. Beaton Thelma Kirchner Klaus Landsberg Col Cannon Pete Watts Hal Nichols 'res., Coml. Mgr., Pres., Gen. Mgr., Pres., Gen. Mgr , Gen. Mgr., KGER Gen. Mgr., KWKW Gen. Mgr., KGFJ Dir. Paramount TV Gen. Mgr. KIEV Gen. Mgr., KAGH Gen. Mgr., KFOX KWIK KXLA KOWL Advertisement- Tom Harmon New Baker's Notebook KFI Sports Director Developed at KFI INCREASED emphasis on sports ART BAKER'S Notebook, started by both KFI and KFI - nearly a decade ago on BFI Los programs Angeles, is now available to par- TV Los Angeles, is resulting from the appointment of Tom Harmon, ticipating sponsors in 57 markets. former Michigan Baker's program is only one of a number of highly successful ra- All- American, as at the station's dio formats developed or first sports director. broadcast on the Los Angeles Harmon, whose Earle C. Anthony station that have sportcasts carried achieved national fame. him from WJR Another is Favorite Story, still Detroit, to na- "originated for the nation" by Bul- tion al network lock's, Los Angeles department broadcasts a n d store. Favorite Story is one of the Tom Harmon t h e syndication most successful syndicated half - of his "Here hour evening programs. Comes Harmon" will do both play - While neither Baker's Notebook by -play and commentary for KFI. nor Favorite Story lacks for a His first assignment will be han- sponsor on KFI at the moment, dling play -by-play on the KFI -TV participation in the Baker pro - telecasts of the Los Angeles Rams gram-a 2 -1 leader in audience professional games. Harmon's two over other participation programs seasons with the Rams and his -occasionally become available. general familiarity with football PLEASANTEST DUTY among station managers' chores is posing for publicity art with One of Baker's sponsors has from the player's and broadcast- beauteous models like Alma Carroll. Here, W. B. Ryan, KFI general manager, with been on his KFI program for nine er's viewpoints in varied sections Miss Carroll's assistance checks over the equipment in KFI -TV's new remote truck. years and several others have of the nation is expected to give Newspapers, with a combined circulation of over 750,000, published photographs remained with him for more than him a decided advantage over most of the KFI -TV truck as one phase of a 160 -point promotion program for the Earle C. three years. game broadcasters. Anthony television outlet.

Buying Good Hoopers? KFI Begins Commercial New Faces At KFI Not How About 9? Or 11.9? Shows This Month All On The Kinescope TELEVISION TELEVISION YOU'RE KFI -TV, has brought many IF shopping for good eve- AS ITS six -week test programming period nears completion, new faces to KFI they all ning ratings in this month. First -and protected time, Los Angeles, will embark on commercial telecasts late aren't on the kinescope tube. KFI has two excellent periods avail- commercial series will be the Union Oil- sponsored Los Angeles Rams able (as this is written) that may New administrative assignments intra -squad game. have been made and additional key meet your needs. Formal dedication of the TV the official opening with the pub- people are being added to the staff One is Saturday 10:00 -10:15 station's new studios and official of lication of a special television issue to launch KFI -TV, W. B. Ryan, p.m., a news period which fills out opening date has been set for Oc- of the Los Angeles Downtown general manager, said. the Richfield Reporter strip. Rich- tober 6. Shopping News. The Shopping Haan J. Tyler, sales manager of field Reporter, the Pacific Coast's A heavy promotional barrage, of more will News with a circulation KFI for the past two years, has standard evening news period, is which began this month, copies, twice weekly, broadcast over NBC Sunday reach its climax during the week than 500,000 been advanced to program director cooperates with KFI on a con- and coordinator of television ac- through Friday. A special retabu mutual promotion. lation of the Saturday period's tinuous tivities. Kevin B. Sweeney, former- The new television stu- Hooper showed a 9.0 for Decem- Billboard Salutes Chef station's ly assistant general manager of dios, immediately adjacent to the HPL Programs, has been ber- March. As Top Women's Program were CBS' standard broadcast studios, named sales and promotion man- Another choice period is the Your Saturday Chef was completed in late July and all 10:15 -10:30 KFI's ager. p.m. time Sunday awarded top honors among 50 kw equipment will be installed and nights immediately following the stations' women's programs in tests completed before the final Lumir Mathauser, former art di- Richfield Reporter, which rates Billboard's first annual local gro- week in September. rector of Foster and Kleiser, Los 11.9 on Sundays. The advertiser g r am competi- KFI -TV's main studio, measur- Angeles, is now KFI's production buying this period profits by the tion. ing 40 by 70 feet, will be supple- facilities manager. evening-long build -up on NBC Your Saturday mented by remote studios. which reaches its peak 9:30 -10:00 Bob Hiestand, KFI production Chef, created as Initial broadcast schedule will be manager, is now producer -director p.m. at the Jack Benny show. by Ed- with a large share a hobby 16 hours weekly of KFI -TV in charge of auditions ward Jorgenson, of this programming allocated to veteran Coast Saturday and Sunday. At first the and Pat Kelly, executive producer, KFI Summer Business posi- news analyst, is Earle C. Anthony outlet may oper- moves into Hiestand's former Excellent, Nears SRO scheduled on Sat- ate on a five-day schedule starting tion. James Love, State Depart- SUMMER business on KFI, Los urday morning, Wednesday of each week. ment film expert, has joined KFI - Angeles, has been excellent, near allowing food ad- Opening of the station will cap TV as film editor. Other key posi- an all -time peak. Kaiser-Frazer, Edward vertisers to cash two years work by KFI organiza- tions will be filled before KFI -TV as a part of its saturation adver- Jorgenson in on the huge tion, highlighted by intensive tests begins commercial programming tising program in Southern Cali- weekend food of the all -new RCA equipment in late this month. fornia, purchased four half -hours buying in the nation's second recent months. of evening time and a full hour on largest food market. First test pattern went out June Saturday evening for the summer. Jorgenson, former editorial ex- 21, three weeks ahead of schedule, In addition, the Magazine Dis- ecutive of Manhattan and Cali- from the station's Mt. Wilson Farm Service tributors of Southern California fornia papers, entered the radio transmitter. Since that time thor- FIVE of the nation's 16 richest perked up Summer business by news analysis field during the war ough tests of all remote points in farm counties are in the KFI day- purchasing a 15-minute afternoon on KFI and two regional networks. the vicinity have been made as re- time service area. KFI is the only strip across the board for their His prowess as an amateur chef ports from San Diego to Ventura Los Angeles station that brings Johnny Murray Talks It Over was discovered by accident at a flowed in that KFI -TV's pattern these prosperous farmers both an .18 ago and he was being well received. show. KFI party months early morning and noon farm re- As a result, KFI is riding was maneuvered into adding his Close to four and one -half mil- well as nightly frost warn- through the Summer with im- unique show on "how to have fun lion persons will be in the KFI -TV port as proved programming and with while cooking" to his broadcasting service area, first estimates indi- ings for the citrus industry dur- sales near capacity. schedule. cate. ing the frost season. -Advertisement (Continued from page 8) come the second major TV pro- gramming center. Movie stars are alert, sensing a lucrative field. The area has more than 30,000 TV receivers, 4% of them in public places. Biggest impetus was tele- casting of the Rose Bowl Football Game last Jan. 1, though the city has had television since 1931. Look KTLA Hollywood, owned and op- erated by Paramount Television Productions Inc., Paramount sub- sidiary, provides the main program service and is on the air 40 or more what the home -town hours a week. KTLA operates from studios at 5451 Marathon St. W6XAO (KTSL) Hollywood, owned by Don Lee, is the pioneer Percent of radio families in the Los advertisers are doing! station. It offers between 18 to 22 Angeles area is illustrated in the hours weekly service. Don Lee's above graph. new $3,000,000 building at 1313 N. Vine St. includes two studios being pating were RCA, Philco, General Nine local advertisers have bought over FOUR- readied for TV. In addition, its Electric, Crosley, DuMont and studio facilities atop Mt. Lee are TEEN THOUSAND HOURS On KfAC; they've been Emerson. Other leading TV buyers available for film as well as live are Ford, Chevrolet, Standard Oil video program presentations. buying it for as long as SIXTEEN YEARS ! One has Co. of California and Union Oil Co. Transmitter on Mt. Lee will even- NBC will house KNBH -TV in its used almost 5000 hours - another has bought tually be moved to Mt. Wilson, Western network headquarters at where all the other TV stations Sunset and Vine and plans to be over 4000! have theirs. commercially operative Dec. 1. KFI -TV Los Angeles, licensed to THEY KNOW the Music Station - and they BUY Earle C. Anthony Inc., operator ABC plans commercial opera- of goes commercially Aug. tions by Nov. 1 for KECA -TV. Out- it for results ! KFI, on 25. Station's first major advertiser side studios will be utilized as ABC shares the NBC headquarters, with When you buy time in the rich Southern Cali- is Union Oil Co., .which will spon- sor entire schedule of Los Angeles offices in another building recently fornia market, do as the wise and successful Rams professional football games leased. There are no accommoda- starting Aug. 25. KTLA and tions for video operations at KECA local advertisers do: buy the Music Station... W6XAO (KTSL) cover many spe- studios on N. Highland Ave. KfAC! cial events. KFI -TV is following CBS recently acquired 49% stock that lead. interest in KTTV from Los Ange- Sixty per cent of KTLA's air les Times and a separate corpora- time is sponsored. The program- tion, KTTV Inc., has been set up ming is half live and half film. A for operational purposes. With score of one -minute commercials overcrowded conditions at the net- are also carried. W6XAO (KTSL) work's Western division headquar- has been devoting its time to radio - ters, outside studios to house video television shows such as the MBS will be necessary. Working agree- Leave It to The Girls and What's ment between KTTV and Pasadena The Name of That Song with 40% Playhouse will also provide station sports and 10% films. Among ad- with studio facilities for dramatic vertisers are Bulova Watch, Mo- shows. torola Radios, General Electric Ap- KLAC -TV, licensed to KMTR pliance, Saturday Evening Poat Radio Corp. is being rushed for You're in GOOD company and Day & Nite Water Heater. mid -September completion. Studios - Early TV time purchasers on are being built at the KLAC KTLA were set manufacturers. site in Hollywood. This will give You're in SMART company - RCA was a big spender for several Los Angeles seven video stations months. Then last September Gough in all. Warner Bros. has purchased, on KfAC Industries (Philco distributor) subject to FCC approval, KYA undertook six months sponsorship San Francisco and KLAC Holly- of seven programs weekly, with a wood from Mrs. Dorothy Thackrey. buget of $120,000. In addition, six With FCC sanction, film company set manufacturers banded together would also obtain the TV outlet early this year to sponsor a five - (BROADCASTING, June 28). weekly, hour telecast which later Sketches of Los Angeles AM sta- was cut to thrice- weekly. Partici- tions follow on page 14.

"Ste LC FOR SOUTHERN CALIFORNIA LOS ANGELES BROADCASTING CO., INC. 645 South Mariposa Avenue, Los Angeles 5, California

Represented by W. S. GRANT CO. SAN FRANCISCO LOS ANGELES CHICAGO NEW YORK

Lewis A. Weiss Don Searle S. N. Strot, D. W. Thornburg MBS ABC NBC CBS age 10 August 16, 1948 BROADCASTING Telecasting are there any more at home like her?

in KAGH homes!

ç'?s;; This Family Purchasing Agent is Typical of the 1,156,920 Radio Homes Reached by KAGH KAGH -FM in the Great Los Angeles Market*

Th

MORE ... for your advertising dollar on KAGH and KAGH -FM!

BOTH ... AM and FM for the same price DOUBLE IMPACT!

With transmitter located in Pasadena ... the richest area of rich market ... KAGH delivers your message to people who BUY ... often and in QUANTITY! Promotion includes the most forceful newspaper and billboard campaign in the area

another KAGH -'KAGH -FM plus value.

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... at the SURPRISINGLY low rates of the KAGH -'KAGH -FM combination. Take advantage of lower cost -per- impression! Ask about our national spot and local success stories. Write, wire or call. * The nation's third largest with retail sales of $2,660,866,000 and effective buying income per family of $4,131.

Lucky 1300 KC 1000 WATTS - 98.3 MC Center of the Dial CHANNEL 252 PASADENA 1, CALIFORNIA, Pete Watts, Mgr.

BROADCASTING Telecasting fiEEgnst 16. 1948 Page II.

NOW can you reach these five million?

With a KNX program that is tailor -made to fit your sales objectives.

One that will get results like this . . .

The world's largest home furnishings store sponsors a KNX program devoted to new ideas for interior decorating. They give KNX credit for a 500% increase in the use of their home information services.

Another KNX advertiser sells title insurance to Southern Californians with a program that relives the exciting days of the Spanish land grants. Their program has a higher average Hooperating than any other local program on a Los Angeles station.*

A food manufacturer uses a KNX show that tests kitchen products to help women get the most out of their shopping budgets. His sales have jumped 45% in six months.

KNX can do the same for you ... with a program specially designed to complement your sales story.

When KNX adapts its selling -power to advertising aims sales curves

zoom up. That's why . .

Year after year, local business men spend more advertising dollars with KNX than with any other Southern California station.

*Los Angeles "City" Hooperatings, Fall- Winter 1943 -44 through Winter- Spring 1947 -48 KNX

Los Angeles 50,000 Watts

COLUMBIA OWNED Represented by RADIO SALES, Radio Stations Representative...ADivision of CBS.- New York, Chicago, Los Angeles, Detroit, San Francisco, Memphis. division headquarters ... Don Lee Backgrounds of Area's Network joined CBS two years Stations later as Western leg, KHJ becom- HISTORY ing Los Angeles outlet . . . with that affiliation severed on Dec. 29, 1936, joined MBS ... station KNX KECA now serves as key outlet for both owned by Chris- Originally Fred Established November 15, 1929, regional and national network on tian, electrical engineer, who in by Earle C. Anthony Inc. with 1 Pacific Coast ... in fall of 1940 of 1920, a 5 w fall put together kw on 1430 kc power increased station went to 5 kw day and 1 transmitter in his home year ...... to 6 kw on Aug. 20, 1936 ... with kw night ... Shortly after NBC later moved to top of California purchase of physical facilities and Western division shifted from 5515 Bldg. in downtown Los Theater wavelength of KEHE from Hearst Melrose Ave., Hollywood, to pres- w when acquired Angeles ... 500 Radio Inc. in 1939, KECA's pres- ent quarters, Don Lee and MBS by Guy C. Earl, -publisher owner ent dial spot, 790 kc was acquired moved radio operations to that of Los Angeles Evening Express FCC duopoly ruling caused building, occupying it for about in October 1924, as newspaper sub- Mr. Anthony to sell KECA August 7% years . in mid -May, this sidiary moved studios to Paul ... 1, 1944, to Blue Network (ABC) year, moved to new $3,000,000 G. Hoffman Bldg. on Hollywood . network moved studios to 1440 studio and executive building at Blvd.... studios shifted to Para- 1313 N. Vine St., along Holly- with N. Highland Ave., Hollywood, re- mount Picture lot in 1928, modeling Hollywood Playhouse wood's "radio row" Lewis power increases to 5 kw, 10 kw and building ... Clyde P. Scott, then Allen Weiss is vice- president and 25 kw in . . . the interim Guy commercial manager of KFI- general manager of Don Lee Earl sold newspaper, but continued Broadcasting System and MBS radio, organizing Western Broad- KECA, along with shift in owner- Rating reports ship, joined ABC as general man- chairman of the board . KHJ casting Co. ... KNX studios moved ager of latter station . . . Leo has been responsible for many in 1934 to Otto K. Olesen Bldg., or mail in the Ricketts, formerly manager of "firsts" in Western radio ... has 1560 N. Vine St., operating with KFBK Sacramento, joined KECA FM and TV. 50 kw remaining there 18 ... but last January as commercial man- bag ? months, corporation acquired own ager . Don Searle is ABC building at 5539 Sunset Blvd., now Western division vice -president in KMPC occupied by 50 kw independent Statistics 'tare interesting, charge of over -all operation . . . KMPC ... CBS, with eight trans- When G. A. (Dick) Richards continental commercials originat- has FM and CP for TV. acquired station in 1937 the Bev- but results1are even better. erly Hills 500 w part -timer had ing from Hollywood, bought sta- KHJ tion in December 1936 ... network been on the air nine years . If you want little money in April 1938 moved to present Founded April 13, 1922, by Los call letters were originally derived $2,000,000 Columbia Square build- Angeles Times with studios in old from McMillan Petroleum Corp., to do a big\job KGFJ is ing at 6121 Sunset Blvd. Donald Times Bldg. . then 1 kw on one time owner ... Mr. Richards W. Thornburgh is CBS Western present 930 kc; the late Don Lee incorporated as KMPC, The Sta- the station \for you ... division vice-president and general bought station and then on Nov. tion of the Stars Inc., and in Jan - manager. Austin E. Joscelyn is 10, 1927, moved to his automotive (Continued on page 16) no impressive network director of KNX operation . . station has earned reputation for facilities, no imposing community service, notably special events and educational features architecture just good, ... has FM ... CBS has acquired, - subject to FCC approval, 49% stock interest in consistent programing, lis- KTTV from Los Angeles Times and will operate 1 stations jointly [BROADCATISNG, tenable music, vital news May 3]. events. KGFJ's audiences KFI Established as 5- watter 16, turn to 1230 on their dial April 1922, by Earle C. Anthony Inc., auto dealer . . . before year was to listen -and to buy. Full out power jumped to 500 w then to COMPLETE SOUTHERN 5 kw in 1924 ... following year a CALIFORNIA COVERAGE mail bags prove the real hookup with KPO San Francisco I established West Coast network effectiveness of KGFJ broadcasting . in 1927 became Los Angeles affiliate of NBC, feed- CENTER OF THE DIAL sponsors' programs. ing programs to network . . . in LOCATION July 1931 became first 50 kw sta- tion in Southern California . . when Earle C. Anthony purchased GREATEST DOLLAR physical facilities and wavelength of KEHE from Hearst Radio Inc. VALUE in 1939 he moved all radio opera- tions to present headquarters at 141 North Vermont Ave ... with FCC opposition to duopoly, he dis- NEXT TIME posed of KECA in 1944 with Blue Network (ABC) buying latter sta- tion . nightly frost warnings started in 1941 ... annual Holly- 5000 WATTS wood Bowl Auditions instituted in ON 1943 ... winners in two classifi- 1020 KC. cations make professional debut K F-VD with Hollywood Bowl symphony LOS ANGELES during season . . . William B. Ryan general manager since Feb- REPRESENTED BY ruary 1943, having succeeded the GENE GRANT & CO. - DONALD COOKE, INC. late Harrison Holloway . sta- tion also has FM and TV. Page 14 August 16, 1948 BROADCASTING Telecasting Hollywood ... home of the stars...

home of Capitol A FEW OF THE Transcriptions

ENTERTAINING SHOWS

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"MUSIC FROM HOLLYWOOD" featuring Frank DeVol. with vocal artists like Peggy Lee, Hal Derwin, King Cole Trio, WITH CAPITOL TRANSCRIPTIONS and others. Beautiful orchestral arrange- ments with popular singing interludes, five half hours per week. * Capitol Transcriptions gives you today's top stars in a complete

low -cost Library Service. Big names like Peggy Lee, King Cole Trio,

Johnny Mercer, Frank DeVol, King Sisters, Duke Ellington,

Stan Kenton, Tex Ritter, Merle Travis, Gene Krupa, and many, many others.

"JAN GARBER SHOW" presents the well - * It's kept fresh and up -to -date, for each week you get 30 additional known "Idol of the Air -Lanes" in pleasing dance rhythms. Here's a band hours of entertainment to build shows for any sponsor. The basic library that's easily identified with wide popu- larity, five quarter hours per week. itself contains over 3000 selections. Cross indexes and

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Unmatched technical quality of recording. "TEX RITTER SHOW" spotlighting Capi- tol's great motion picture and recording star. Going great on metropolitan as But get the complete story by mailing today. well as on outlying stations, one hour * coupon per week.

Capitol Transcriptions Sunset and Vine, Dept. B816 Hollywood 28, California Please send me your descriptive booklet Include sample transcription

Name

Station Position

Street

City State

BROADCASTING Telecasting August 16, 1948 Page 15 (Continued from page 14) vice -president and general man- usry 1940 received power increase ager, also operates KYA San CITY Of . . to 5 kw day and 1 kw night . . LOS ANGELES Francisco, for same owner In the in 1942 went 10. kw fulltime, then MOM! has FCC authorization to up 50 kw day and 10 kw night in Feb - 2,000, 000 KLAC power to 5 kw LS with urary 1947 ... since 1943, studios 1 kw N ... also has CP for TV. 4,000,000 and executive offices have been at METROPOLITAN Sold with KYA San Francisco to DISTRICT 5939 Sunset Blvd. . . . promoting Warner Bros. for reported $1,045,- .. .. :: :: :: :: :: :: Los Angeles itself as "West's Greatest Inde- ...... 000, subject to FCC approval. pendent," station is headed by Rob- ert O. Reynolds, vice president and KFVD MARKET general manager, with Herbert H. l!UWWW Wixson, assistant manager and ' , 300.000 On the air since 1927. . ac- quired nine years later by Stand- general sales manager ... has FM. SOUTHERN CALIFORNIA ard Broadcasting Co.... in 1929 KFWB J. Frank Burke Sr. and associates bought daytime 250 w station from Started in February 1925 by E. L. Cord, who had acquired it Warner Bros. as a 500 -watter from McQuinnie Electric Co. of with studios and transmitter in a San Pedro, Calif., Feb. 1, 1929 bungalow on film company's lot limited to KDKA Pittsburgh KXLA ranks high in community on 1020 kc, station continued to effort ... when studios and trans- share penthouse studios of KFAC mitter moved to Warner Bros. at 645 S. Mariposa Ave. until fall Theater Bldg. with on Hollywood Blvd. of 1937, then moved to own build- in 1927, wattage was doubled .. . Comparative size of city of Los ing at 388 S. Western Ave. . movie producing shifted to Bur- power increased to 1 kw in 1938 10,000 watts bank and KFWB shortly after Angeles, metropolitan district and Southern California shown above. ... known as the "news and music made another major change . . station," made next power jump to it moved back to the old Warner oll 5 kw 2, . . . Dalton, of Feb. 1947 J. Frank Bros. lot in 1937 with power step- head Dalton Loan Co., Burke is manager with in 1932 on 17, Jr. general ped up to 5 kw in October that year ... June 1934, power Harry Patterson, commercial man- 1110 Kc and Harry Maizlish, for many boosted to 1 kw . .. present studios ager. years with Warner Bros., named and offices were established at 1000 station general manager ... now N. Cahuenga Blvd. in late 1937 KRKD occupies spacious studios, including . following death of Mr. Dalton two large audience theatres, with Dec. 18, 1941, station was operated Owned by Frank P. Doherty, at- executive offices at 5833 Fernwood by his estate for five years . . . torney, under corporate name of Can do Avenue. Dorothy Thackrey acquired sta- Radio Broadcasters Inc.... oper- tion March 11, 1946, and changed ating from Spring Arcade Bldg. KFAC call letters to KLAC, identifying it studios in downtown Los Angeles When Auburn - Cord interests more closely with Los Angeles ac- since 1931 . . . shares time with A under name of Los Angeles Broad- tivities . . . Don J. Fedderson, (Continued on page 20) casting Co., bought KTBI from The Bible Institute in April 1931, station had been in operation sev- REAL eral years ... new owners, E. L. Cord, auto manufacturer, and O. R. Fuller, auto distributor, had call letters changed to KFAC and sta- JOB tion went fulltime on 1 kw . . . John Swallow, now vice -president and general manager of KVVC Ventura, Calif., was brought in as for YOU! station manager . . . when he re- signed a year later to join new NBC Hollywood production setup, the late Tom Brenneman joined KFAC as manager ... in a reor- ganization during 1933 Mr. Cord We're loaded with became sole owner and took over station operations ... studios lo- local business .. . cated in the Auburn -Cord Bldg. have no (now Packard -Bell Bldg.) since ... station's inception . . . Calvin J. Smith joined station in 1932 as Nat'l. Rep... . chief engineer, later becoming pres- but ident and general manager . . your operating as a 24-hour station for inquiry will past ten years; station power was increased to 5 kw on June 10, 1947, be welcomed. classical music policy estab- lished in 1937. Has FM CP. KLAC Originally KMTR, has been on air since 1924 . founded by K. M. Turner, Hollywood retail radio set store proprietor, with 50 w ... operated from his home for three years ... studios estab- KXLA lished in Hollywood Storage Co. Bldg. in early 1927. . Frank P. Doherty, attorney and now own- 10,000 on 1110 er of KRKD Los Angeles, ac- quired ownership in 1927 . . . he AFFILIATED WITH sold the 500 -watter to Victor E. WHN -WMGM NEW YORK Page 16 August 16, 1948 BROADCASTING Telecasting AGEtATE

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THE NATIONAL BROADCASTING COMPANY HOLLYWOOD OF Sharps, Flats and Furniture

For more than half a century Bekins Van & Storage has been moving people's property. And people have learned a lot about Bekins' service and facilities - as the result of 53 consecutive years of advertising, capped this year by the smart choice of sales messages on the NBC Western Network.

When The Music Hour From Hollywood moved to NBC from another network last October, its Hooperating doubled the first month - and doubled again in two months more, to hit a peak of 9.3 in December. One of NBC Western Network's newer shows, it has run neck and neck the past six months for top Pacific rating, in its time slot, against a long- established favorite. And as summer took over from spring, The Music Hour From Hollywood was clearly in the lead.

Sales platform for intelligent planning and teamwork between agency and network: pack 30 minutes on the NBC Western Network with solid musical satisfaction -store it to the rafters with happy vocal talent like Lucille Norman's and the sparkle of Henry Russell's orchestra -move an exciting series of talented guests to the radio stage - and time the show side by side with the most popular programs in radio. The Music Hour From Hollywood (9:30 -10 PM) directly follows Your Hit Parade.

Bekins' satisfaction matches that of other advertisers with careful eves on the West -Richfield Oil,

Sperry Flour, Planters Nut & Chocolate, Standard Oil, Tillamook County Creamery and more, regional and national. Past experience and current profits point the logic: A program built to click, in the company of other programs that click -and heard over the powerful facilities of the NBC Western Network -mean sales that multiply and move across the land.

SAN FRANCISCO NBC WESTERN NETWORK A Service of Radio Corporation of America R R. Morgan M. V. Carlson J. C. McCormick Walter McCreary Bill Welsh Lou Holzer E. C. Stodel Bernard Weinberg Morgan Co. Western Adv. Myers Co. Smith, Bull, McCreery Allied Adv. Lockwood -Shackelford Stodel Adv. Weinberg Adv.

(Continued from page 16) KXLA tember 1944. . with closely knit . . . daytime on 870 kw, 250 KFSG Los Angeles, with 2,500 w- small organization, he made sta- w station has been in operation First took to air Feb. 16, 1942, tion pay remaining a majority since 1933 from studios in Glen- LS and 1 kw -N . predecessor from studios in annex of Hunting- ... KMIC was started in Inglewood owner, Mr. Neal withdrew from dale Hotel . promotes itself as ton Hotel with 5 kw fulltime . . . active participation to join aircraft "the musical spot on your dial" in 1927 ... subsequently took on went 10 kw following year when call letters of KMCS for a brief industry ... Paul Buhlig, promi- . . . with reputation of a record equipment, then difficult to obtain nent investment man, is principal station, is deviating from that time in affiliation with Metropoli- because of wartime restrictions, . . . assigned to policy currently with about 15% . Mr. minority owner tan Christie Studies became available . started 24- Doherty took over controlling in- 1430 kc, same frequency as KARM live talent ... doing a community hour operation ... licensed to Pa- Fresno, and therefore operating as selling job with local, civic activity terest in station in 1932 when pres- cific Coast Broadcasting Co. daytime station has asked FCC given a maximum of attention . . . ent call letters were acquired ...... duopoly ownership forced J. Frank for shift to 830 kc 50 kw. Calvin Cannon, since late 1946 gen- station has City Hall studios, and Burke Sr., also principal stock- goes all -out in broadcasting election eral manager, doubles in brass as holder of KFVD Los Angeles, to KAGH commercial manager and has sales returns, eliminating all commer- dispose of interest in Pasadena sta- Went on the air July 22 last staff of five men in the field. cials ... Ned Connor general man- tion in October 1944 ... Loyal K. ager since 1941. King, his son -in -law, became cor- with 1 kw on 1300 kc, daytime . . . studios and transmitter at 800 KWIK porate president and station gen- "Voice of the San Fernando manager Sierra Madre Villa . Owner KGFJ eral ... to identify sta- Andrew Valley" has been on the air since tion more closely with Greater Los J. Haley, Washington, Founded Dec. 8, 1926, as first D. C. radio attorney, periodically October 5, 1947 . . . Burbank Angeles, call letters were changed Broadcasters Inc. as corporate own- 24 -hour station in the United States to KXLA in fall of 1945. travels between that city and Pasa- by Ben S. McGlashan, then a stu- dena, his legal residence, via plane er ... with a four -man commer- . and thus keeps a hand in cial staff, station started to oper- dent at U S C operated with KWKW station 100 w ... Jan. 15, 1946, moved to operation . . Pete Watts, for- ate "in the black," ten days after present "Hollywood House" at Founded in 1942 by Marshall merly of KYOR San Diego, is gen- going on air . station stresses 6314 Sunset Blvd. in midst of S. Neal, merchant and importer, eral manager and reports a "community activity" . . . George "radio row" ... swankiest studios with associates, under corporate "healthy chunk of business" to H. Bowles, former owner- manager of any independent in Los Angeles name of Southern California start on way ... has FM. of various West Coast stations, is general manager. area ... power increased to 260 w Broadcasting Co. . . studios and Aug. 15, 1947 ... with three -man executive offices in Pasadena Ath- KIEV sales organization, Thelma Kirch- letic Club Bldg. in downtown Pasa- Owners David H. Cannon and KGIL ner, general manager, handles de- dena . .. Mr. Neal operated station Reed E. Callister are Los Angeles Founded October 19, 1947, by tails of commercial manager as two years ... William J. Beaton, law partners, with station incor- group of San Fernando Valley resi- well. appointed general manager in Sep- porated as Cannon System Ltd. dents spearheaded by J. G. (Gil) Paltridge, formerly sales promo- tion manager of KFI Los Angeles

. . . corporate name is San Fer- nando Valley Broadcasting Co. studios in San Fernando and Sherman Oaks . . . emphasizes local community activities . . . plays up mood sequence program- ming with each hour block directed to a different group of listeners reorganized sales department A new January 1 and brought in Howard Gray, formerly of KFVD Los An- geles, as commercial manager . . . FM s t a t i o n restricts type of business accepted ... doing well for a new station. or Maximum KOWL Co -owned by Arthur H. Crog- han, onetime part owner of WJBK Detroit, and Gene Autry, Holly- 58,000 WATT TRANSMITTER Community Service. wood radio and film star, who is also financially interested in Ari- ATOP 6000 -FT. MT. WILSON zona stations . studios and executive offices in Santa Monica Ambassador Hotel ... rode out a UNITY BROADCASTING CORPORATION four -month IBEW "walkout" which started shortly after station start- OF CALIFORNIA ed operating on July 30, 1947, . . . in bid for Los Angeles' 360,000 Negro audience, now daily airs 6540 SUNSET BLVD HOLLYWOOD 28 HO 5 7 71 Joey Adams, Negro disc jockey, with recorded music, live inter- views, plus gossip and news about Page 20 August 16, 1948 BROADCASTING Telecasting members of his race ... Mr. Crog- vice president and gen. mgr.; han is president and general man- CBS Radio Sales, nat'l rep. ager. With kinks ironed out, sta- KHJ (MBS -Don Lee), 930 kc, 5 tion, commercially speaking, is re- kw; Don Lee owned; Lewis ported as "starting to work out Allen Weiss, vice president & nicely now." gen. mgr.; John Blair & Co., nat'l. rep. KGER KECA (ABC), 790 kc, 5 kw; ABC Established Dec. 12, 1926, by owned; Clyde P. Scott, gen. "HOPALONG the late C. Merwin Dobyns, in- mgr.; ABC Spot Sales, nat'l. dependent oil operator and retail rep. shoe merchant . . licensee, Con- KMPC, 710 kc, 50 kw -LS 10 kw -N solidated Broadcasting Corp . . (CP -50 kw -U) ; Station of the then part -time 100 -watter, shared Stars Inc. owned; Robert O. time during first years with KPSN Reynolds, vice president & gen. Pasadena ... after power was in- mgr.; Paul H. Raymer Co., creased to 1 kw in 1930 station nat'l. rep. CASSIDY" went fulltime . . . increased to 5 KFAC, 1330 kc 5 kw; Los Angeles kw in 1942. . main studios and Broadcasting Co. Inc. owned; executive offices located at 435 Calvin J. Smith, gen mgr.; W. S. Pine Ave., Long Beach ... auxil- Grant Co., nat'l. rep. iary studios and sales offices are KLAC, 570 kc 5 kw -LS 1 kw -N; maintained in Knickerbocker Bldg., KMTR Radio Corp. owned; Don Los Angeles ... Lee Wynne, then J. Fedderson, gen. mgr.; Adam commercial manager, became gen- J. Young Jr., nat'l. rep. eral manager in 1946 following KFWB, 980 kc 5 kw; Warner Bros. death of Mr. Dobyns ... special- Broadcasting Corp. owned; Har- izes in western music ... deal to ry Maizlish, gen. mgr.; Paul G. sell to John Brown Schools in Rambeau Co., nat'l. rep. early May for $300,000 pends FCC KGFJ, 1230 kc 250 w; Ben S. Mc- approval [BROADCASTING, April Glashan owned; Thelma Kirch- 26]. ner, gen. mgr. KFOX KGER (Long Beach) 1390 kc 5 Founded March 5, 1924, by Hal kw; Consolidated Brodacasting G. Nichols, then proprietor of a lo- Corp. owned; Lee Wynne, gen. cal retail radio set store ... first mgr.; Joseph Hershey McGill - studios in Jergens Trust Bldg. with vra, nat'l rep. KFOX (Long Beach), 1280 kc. station operating with 100 w .. . increased two years later to 500 w 1 kw; Nichols Inc. owned; Hal G. Nichols pres. & gen. mgr.; . studios and executive offices in present location at 220 E. Ana- Burns-Smith Co., nat'l. rep. heim St. since 1928 ... Lawrence KXLA (Pasadena), 1110 kc 10 kw; W. McDowell, commercial manager Pacific Coast Broadcasting Co. and chief engineer, built original owned; Loyal K. King, pres. & gen. mgr. station . . although licensed to Nichols & Warriner, Mr. Nichols KWIK (Burbank), 1490 kc 250 w; today is sole owner, having ac- Bur bank Broadcasters Inc. quired stock of the late William owned; George H. Bowler, gen. Warriner, his associate and part- mgr. ner ... Hal Nichols' Melodies 'n' KGIL (San Fernando), 1260 kc 1 kw; San Fernando Valley WILLIAM BOYD Memories, a nostalgic program of music and reminiscence, has been Broadcasting Co. owned; J. G. Paltridge pres. & gen. mgr. nightly feature five years . . . YOU KNOW IT'S COMMERCIAL! Every mon, woman and child in America knows the power is 1 kw. Daytime AMs name "HOPALONG CASSIDY" and over sixty million of them are already loyal and * s faithful fans. KFVD, 1020 kc 5 kw; Standard Fulltime AMs Broadcasting Co. owned; J. KFI (NBC), 640 kc, 50 kw; Earle Frank Burek Jr., pres. & gen. THIRTEEN YEARS OF MOTION PICTURE POPULARITY BEHIND IT! (NO OTHER RADIO C. Anthony Inc. owned; William mgr.; Gene Grant & Co., nat'l SERIES CAN MAKE THIS CLAIM!) An action -packed film trailer will be shown in over B. Ryan, gen. mgr.; Edward rep. 10,000 theatres announcing the radio series! "HOPALONG CASSIDY" comes to Petry & Co., nat'l. rep. KRKD, 1150 kc 2500 w -LS 1 kw- radio with a fabulous following . . . a ready made audience for sponsors! KNX (CBS), 1070 kc, 50 kw; CBS N (ST -KFSG) ; Radio Broad - owned; Donald W. Thornburgh, (Continued on page 22) GIVE THE LISTENERS QUALITY! The revolt against second -rote shows is spreading! Don't be caught with your ratings down ... when you can buy "HOPALONG CASSIDY" and get the finest production, top writing, and custom tailored music! NOW IN PRODUCTION MERCHANDISING GIMMICKS! PROMOTIONAL TIE -INS! Stunts to make your listeners Films Exclusively for Television BUY THE PRODUCT! including 52 -30 minute episodes available. " TELEFILM SNAPSHOTS" Rates and auditions on request. "rERSKINE JOHNSON IN HOLLYWOOD" ($3 deposit on audition, refunded on return of disc.) COMMERCIAL SPOTS live action - animation

TE LE F I LM CI_N C O R P O R A T[ 01 ammu-doolltoductivo- Hollywood 28, Calif. 6039 Hollywood Blvd. LxinA ¡AAA- , H011ywood 7205 1350 N. HIGHLAND, HOLLYWOOD 28, CALIF. - HO 8229

BROADCASTING Telecasting August 16. 1948 Page 21 (Continued from page 21) casters Inc. owned; Ned Connor, Basic Rates gen. mgr. FOLLOWING are the basic (Class A time) one -time hour rates KWKW (Pasadena), 1430 kc 1 kw; charged by Los Angeles area stations: Southern California Broadcast- KFI, $700; KNX, $650; KECA, $450; KHJ, $450; KMPC, $300; ing Co. owned; William J. Bea- KFWB, $300; KLAC, $206; KXLA, $130; KGER, $125; KFAC, 1 ton gen. mgr.; Forjoe & Co., $100; KFOX, $90; KFVD, $80; KRKD, $76.75; KGIL, $75; nat'l. rep. KWIK, $65; KWKW, $60; KIEV, $60; KAGH $60; KOWL, $60; KAGH (Pasadena), 1300 kc, 1 kw; KGFJ, $40. KAGH Inc. owned; Pete Watts, Although no specific date for rate increases has been announced, gen. mgr. advertisers on KTLA, operated by Paramount Television Produc- 2z KIEV (Glendale), 870 kc 250 w; tions Inc. have been obtaining contracts for a 26 week period only. ° O Cannon System Inc. owned; Cal With no clock time, current published rate cards include follow- .ozz Cannon, gen. mgr. ing total one -time charges: KTLA -Live studio, one hour $400 ta KOWL (Santa Monica), 1580 kc ($300 time, $100 facilities) ;i hour $280, 15 min. $175, 10 min. o x a ,n 5 kw; Arthur W. Croghan, Gene $125, five min. $100, one min. $50; film studio, one hour $300, Autry co- owned; Arthur W. 1/4 hour $225, 15 min. $150, 10 min $115, five min. $110, one Croghan, gen. mgr.; Walker Co., min. $50; time signals (less than one min.) $20 facilities plus nat'l rep. $10 time. KTSL - (Including film projection) Class A, one hour $300, 40 min. $240, '/z hour $180, 20 min. $150, 16 min. $120, FMs 10 min, $90, five min. $75; announcements, Class A, one min. $60, KMPC -FM Hollywood; Channel 1/4 min. $45, 20 sec. $35, time signal $35; studio facility rates for 262, 100.3 mc, 460 kw; Station of live shows based on individual requirements. the Stars Inc. (KMPC) owned; on Dec. 1947. air KLAC -TV Hollywood; Channel 13, hour, $80; zlá hour, $64; 266, -1 1 KHJ -FM Hollywood; Channel (210 -216 mc) 6 kw aural -16 hour, $48; 15 min., $32; 5 min., kw Don Lee 101.1 mc, 4.8 -B; kw visual; KMTR Radio Corp. $16; 100 words or 1 minute, live Broadcasting System (KHJ) owned. or transcribed, $5; station breaks, owned; on air Aug. 1941. There are three FM stations in $2. KMGM Los Angeles; Channel 254, the area selling time: KKLA, Class B (all other time) -1 98.7 mc, 49 Metro- Goldwyn- kw; KMGM and KFI -FM Los Angeles. hour, $60; 34 hour, $48; 1/4 hour, Mayer Studios Inc. owned; on $36; 15 min., $24; 5 min., $12; KFI -FM air May 1948. 100 words or 1 minute, live or 10 KFI -FM Los Angeles; Channel Class A (6 to p.m. weekdays transcribed, $4; 50 words, live or 290, 105.9 mc, 265 kw -B; Earle and Sunday) -1 hour, $75; 34 transcribed, $3.20; station breaks C. Anthony Inc. (KFI) owned; hour, $45; 15 min., $30; 10 min., and time signals, $2. O on air Oct. 1947. $24; 5 min., $18; 1 min. or less, 1. KAGH-FM Pasadena; Channel $15. KMGM 252, 98.3 mc, 420 kw -A KAGH Class B (3 to 6 p.m. weekdays Class A (6 to 10 p.m., weekdays v7 Inc. (KAGH) owned; on air and Sunday) -1 hour, $50; % and Sunday) 1 hour, $75; 1 hour, June 1947. hour, $30. $45; 15 min., $30; 5 min., $15; 1 min. station break, $5. KXLA Los Angeles; Channel 246, KKLA o 97.1 mc, 58 kw; Echo Park Evan- Class B (3 to 6 p.m. weekdays) a Class A (6 to 10 p.m., weekdays) 1 hour, $50; V hour, $30. v7 gelistic Assoc. (KFSG) owned; on air Dec. 1947. KNX-FM Hollywood; Channel 226. 93.1 mc, 297 kw; CBS Inc. owned; on air Mar. 1948. KECA-FM Hollywood; Channel 238, 95.5 mc, 290 kw; ABC (KECA) owned; on air Dec. nnouncLnq 1947. (CPs granted to KRKD -FM; KFAC -FM: KOMB (KGER Long Beach); KNX -FM: KTML (KTTV); KFMV, all in Los Ange- A NEW TELEVISION SERVICE les. KWIK -FM Burbank, KNOB Long Beach, KIEV Glendale, also have Cl'. Grant has been given to KWKW-FM Pasa- dena, too.) for á TVs KTLA Hollywood; Channel 5, (76- BROADCASTERS & NETWORKS 82 mc) 14.95 kw aural -29.9 kw visual; 250 foot antenna on Mt. Wilson; Paramount Tele- * TELEVISION vision Productions Inc. owned; on air Sept. 1942. z W6XAO (KTSL) Hollywood; * TRANSCRIPTION o Channel 2 (54 -60 mc) 2.5 kwc z aural -4 kw visual; 300 foot * SERVICE antenna on Mt. Lee; Don Lee Broadcasting System owned; on COMPLETE Kinescope air Dec. 1931. Recording service in your own Studio by trained tech. CPs Granted for TVs KFI -TV Los Angeles; Channel 9 nicians with the new Auricon Kinescope (186 -192 mc) 17.0 kw aural - Camera. Sound and picture on 16mm film. O 32.2 kw visual; Earle C. An- thony Inc. owned. Starts com- For information write .. . o mercial operation Aug. 25. KNBH Hollywood; Channel 4 (66- 72 mc) 8 kw aural -15 kw vis- TELEVISION RELAY, Inc. ual; NBC owned. KECA-TV Hollywood; Channel 7, 5879 West Pico Blvd., (174 -180 mc) 2.7 kw aural -4.5 Los Angeles Calif. kw visual; ABC owned. 35, H KTTV Los Angeles; Channel 11 YOrk 4750 W (198 -204 ms) 19.15 kw aural - 19.15 kw visual; Times-Mirror Co. owned. Page 22 August 16, 1948 BROADCASTING Telecasting Photo by "Dick" Whittington

KLAC YOUR BEST DOLLAR VALUE AMONG THE 15 INDEPENDENT STATIONS IN THE GREATER LOS ANGELES AREA. (Hooper index May -June 1948) KLAC 5.4 Station A 4.6 Station B 5.8 Station C 3.1 Station D 1.9

Station E 0.7 AND remaining NINE stations combined 4.6

* Ask your Adam Young representative for rate card com- parisons and see why KLAC is way out in front in dollar value for Southern California coverage.

National representative: ADAM J. YOUNG, Jr., Inc. New York & Chicago LOS ANGELES BROADCASTING Telecasting August 16, 1948 Page 23 /f

62 million circulation in May (Traffic Audit Bureau)

01N THE A I R. FOR G R I FFIL4 4ALLWITE

Get on the Bandstand!

Warner Bros. KFWB promotion gives response ... plus the advertising, your product "a free ride" outdoors merchandising and other support -where millions' see it. It's the extra available. Choose the best buy! bonus you get from KFWB's year - You'll see! You'll agree! It's KFWB! CALL YOUR NEAREST round promotion to build greater RAMBEAU OFFICE audience and sales for advertisers on GET RESULTS! -in the nation's third NEW YORK the Hollywood Bandstand- Southern largest market with the Hollywood CHICAGO California's "record show." Bandstand. Sold in 15- minute par- LOS ANGELES When spending your radio dollar ticipations; also announcements SAN FRANCISCO investigate audience, impact and between 15- minute units.

WARNER BROS. KFWB 980 KC

~Y~ ONE OF MANY NATIONAL PRODUCTS USING THE HOLLYWOOD BANDSTAND