Announced Tacks on Children's Programs" Be Counter- of 1954 Over the Same Period Last Year, It by George Whitney, Acted by Stations on the Local Level

STATIONS

Mortenson Leaves Don Lee WRC -WNBW (TV) Note Rise To Manage KFMB San Diego Defends Child Shows In Local, Spot Business ART MORTENSON, national advertising man- SUGGESTION has been made to sta- ager for Don Lee Broadcasting System in Holly- tion clients by Joseph J. Weed, presi- NBC -owned WRC and WNBW (TV) Washing- wood, resigned effective yesterday (Sunday) to dent of Weed Television Corp., station ton have increased business in both local and join KFMB San Diego as manager, it has been representatives, that "loose and general at- national spot advertising for the first six months announced tacks on children's programs" be counter- of 1954 over the same period last year, it by George Whitney, acted by stations on the local level. He was reported last week. general manager of advocated that plans be laid in the sum- WRC's income from local and national spot KFMB - AM - TV. mer months for a fall schedule of local for the first half of 1954 was 13.6% over the Hobby Myers, who talks by an outstanding program per- same period in 1953, with June business 15.4% has resigned as sonality of each station to parent- teacher, higher than the corresponding month last year KFMB manager, scout and church groups in which the -and higher than any June since 1947. will reveal his future standards of program acceptability by WNBW's non -network business rose 31.2% plans after an ex- the station be outlined. Mr. Weed con- for the first six months of 1954 compared with tended vacation, it tended that criticisms generally have been the same period in 1953. For June, WNBW was said. made "without documentary specifics," sales were 34.7% higher than the same month Mr. Mortenson's and that children shows have been last year. broadcasting career "tacked on indiscriminately to campaigns The largest increase for both stations has includes service with against children's comic books and been in national spot business, Joseph Good- movies." MR. MORTENSON KLO Ogden, Utah, fellow, sales director for the two stations, said. as announcer and He reported that more than 40 advertisers used radio sales manager; KOVO Provo, Utah, as the stations for the first time. program director; KALL Salt Lake City as Washington now rates as the 10th U. S. account executive; CBS Hollywood as mer- CBS Radio Spot Sales market and is second in family income, Mr. chandising manager, and with Earle C. Anthony Goodfellow pointed out. Annual retail sales Inc., which then owned KFI -TV (now KABC- Stresses Women Audiences run at more than $2 billion -11th highest in the TV) Hollywood. IMPORTANCE of women's radio audiences to nation, he said. advertisers is underlined in a new presentation F P Exline & Names being released today (Monday) by CBS Radio FREE & PETERS Inc. has announced appoint- Spot Sales through its various offices through- Byron Taggart Named ment of William A. Exline, account executive out the country. WTVN General Manager with KRON -TV San Francisco, as tv sales Titled "Radio's Ladies-in- Waiting," the pres- manager of the firm's San Francisco office. He entation stresses that only through radio adver- BYRON TAGGART, in charge of promotion succeeds Richard C. Rothlin, who transferred tising is it possible "to get an advertising mes- and publicity at WKRC Cincinnati, has been to the firm's Chicago office. sage across to so many women so frequently appointed general manager of WTVN Co- and effectively and yet for so little cost " As lumbus, it was an- an example, it points out that in New York, nounced last week by women's radio programs reach more than one Hulbert Taft Jr., Some every housewives in a single day. president, Radio Cin- The presentation outlines several examples of cinnati Inc. and successful women's shows in markets repre- Radio Columbus Inc. things sented by CBS Radio Spot Sales and gives rea- WTVN was WHKC sons why these programs have been successful. until its recent pur- be The presentation contains market data and chase by Radio Co- should other research material on stations represented lumbus, subsidiary of by CBS Radio Spot Sales, which include WCBS Radio Cincinnati, li- New York, WEEI Boston, WBBM Chicago, censee of WTVN -TV small KNX Los Angeles, KCBS San Francisco, Columbus. KMOX St. Louis JURO Seattle, WBT Char- Mr. Taggart has lotte, KSL Salt Lake City, WCAU Philadelphia, MR. TAGGART been in radio 18 WTOP Washington, WCCO Minneapolis -St. years, joining WFBM Paul, and WRVA Richmond. Indianapolis in 1936. He later traveled with Lum 'n' Abner's "Pine Ridge Follies" as im- Take the price to personator and m.c. In 1940 he joined WINN of talking a pros- Wayne Kearl Resigns, pect to move goods now. Smart Louisville and in 1942 affiliated with WIBC advertisers using broadcast media KGMB -AM -TV ,Reorganizes Indianapolis as play -by -play sportscaster. Mr. Taggart then joined the WKRC staff in 1943, today spend the least- per -message- KGMB-AM-TV Honolulu has been reorganized serving there for II years. delivered by buying spot radio, on on the executive level following the resignation key stations. Compared with any of Wayne Kearl, manager of KGMB -TV, C. Richard E6ans, vice president of Hawaiian Sales High on WNBT (TV) other advertising, the cost is small Broadcasting System, has announced. indeed. A handful of good stations Mr. Kearl, who plans to return to the main- VOLUME of business at WNBT (TV) New will reach almost everybody. WJR land for reasons of family health, will remain York for the first six months of 1954 has alone, for example, covers some10% as a consultant for an interim period to help reached an all -time high, with a 16% increase with reorganization and other problems, Mr. in sales over the same period of 1953, it was of U. S. buying power. Ask your Evans said. announced last week by Jay Heitlin, sales man- Henry I. Christal man. Under new plans all department heads for ager. radio and tv will report directly to Mr. Evans Mr. Heitlin commented that advertisers ap- The Great Voice of the Great Lakes in a move to give additional service to radio parently are realizing "the importance of sum- listeners and advertisers by emphasizing music mer impact," pointing out that fewer clients have and news. Detroit taken summer hiatuses and fall starts are be- WJ R Melvin B. Wright, former KGMB manager, 50,000 Watts CBS Radio Network ginning early. Among the active advertisers on becomes national spot account executive, re- the station since the beginning of 1954, Mr. porting to Ralph Davison Jr., tv sales manager. John D. Allison, local radio sales manager, Heidin said, have been Ballantine beer, Benrus becomes sales T. watches, Brown & Williamson tobacco, Procter ^''-," WJC's primary coverage area: radio manager. John Quinlan, & Gamble, the Chevrolet Dealers of New York 15,000,000 customers tv promotion manager, becomes radio -tv promotion manager. and the New York District Ford Dealers. Page 60 August 2, 1954 BROADCASTING TELECASTING