Broadcasting * Telecasting
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NOVEMBER 21, 1955 1( 35e PER COPY .954aF9 eIv sti8 8 11111G . f/ 9`11 1leae bCI oli ILd 44;EarnFuur: E E atF`tQF7v i#tsr Complete Index Page 10 LL T Supply H irowing Film tiffens Competition Page 27 Show iogul, Storm & Klein Jan. 2 inion Page 32 PAR volt Grows Against NCAA Grid Tv Ban /) WEEK Page 42 lew Technique to Aid Long-Distance Tv Page 94 for 6 one-minute spots! This is a flat rate -for one week or a hundred weeks. These FEATURE: SECTION spots are going like hotcokes! There are still some choice ones Begins on Page 67 left. See your Forjoe man at once for the exciting story! RICHMOND, Petersburg and Central Virginia THE NEWSWEEKLY TOM TINSLEY, President IRVIN G. ABELOFF, Vice President OF RADIO AND TV WHEN DOES 300 Microvolts Per Meter = 100 Microvolts Per Meter? Enlightened Timebuyers Know This: Grade A Service Grade B Service Channels Microvolts Per Meter Microvolts Per Meter F.C.C. Engineering 2 to 6 2500 220 Standards 7 to 13 3560 630 DID YOU KNOW IT, and that it takes 630 microvolts per meter on Channels 7 to 13 to produce (at a TV receiver) the same results as 220 microvolts per meter produces from stations operating on Channels 2 to 6 for Class "B" service. When the standard of 100 my /m is used to describe a station's service, it is of lit- tle value without considering the channel upon which the station is transmitting. In other words, just as it takes 316 KW of power for stations on Channels 7 to 13 against 100 KW for Channels 2 to 6, it likewise takes approximately three times the signal strength to produce the same results. THE FACTS TO REMEMBER Whenever considering the power of stations operating in the upper and lower half of the Very High Frequency Bands, remember the lower half requires only 1 /3 the power And When considering field strengths in microvolts per meter for the upper half of the band, it will require approximately three times the value of the lower half. When the 100 microvolt contours for the lower half, Channels 2 to 6, are being compared with the upper half of the same band, Channels 7 to 13, the 100 microvolts should be multiplied by 3 or 3 x 100 =300 microvolts per meter. The end result is the same as saying 300 mv;'m 100 mv/m on Ch. 7 to 13 on Ch. 2 to 6 - A Service of "THE SOUTH'S FIRST TELEVISION STATION" 100 KW CHANNELIG W T V R 1049 FEET RICHMOND, VIRGINIA Represented Notionally By BLAIR TV INC. on the Pacific Coast, // "Community Merchants prefer Don Lee... from a survey by Dr. Ernest Dichter Grocers ... and butchers and bakers and candle-stick makers ... don't really have it this easy when Don Lee is working for them -a really accurate picture would show our grocer suffering from "cashiers' elbow" from ringing up sales. In a survey of Pacific Coast network radio, conducted by Dr. Ernest Dichter and the Institute for Motivational Research, community merchants showed their preference for Don Lee by their answers to these questions: EXCERPT FROM THE SURVEY: "What radio station reaches Don Lee is the greatest number of people? 68% named a Don Lee station. What radio station reaches the people who do Pacific Coast the most shopping? 50% named a Don Lee Station:' Radio This is only one of many significant factors Dr. Dichter found responsible for the reputation of the Don Lee Broadcasting System on the Pacific Coast. For a viewing of the film presentation, "The Depth of Penetration of an Advertising Medium," write to H -R Representatives, Inc., or to the Don ICN LEES Lee Broadcasting System, 1313 North Vine Street, Hollywood 28, Calif. RADIO Published every Monday, with Yearbook Numbers (53rd and 59th issues) published in January end July by BROADCASTING PUBLICATIONS, INC.. 1735 DeSales St., N.W., Washington 6, D. C. Entered as second class matter March 19, 1933, at Post Office at Washington, D. C., under act of March 3, 1879. "The year that is drawing toward its close has been filled with the blessings of fruitful fields and healthful skies. To these bounties, which are so constantly enjoyed that we are prone to forget the source from which they came, others have been added ... They are ... gracious gifts ... It has seemed to me fit and proper that they should be solemnly, reverently and gratefully acknowledged as with one heart and one voice by the whole American people." From the first proclamation making Thanksgiving a national holiday, issued on October 3, 1863, by President Lincoln L ER, PENNA. NBC and CBS STEINMAN STATION Clair McCollough, Pres. Page 4 November 21, 1955 BROADCASTING TELECASTING closed circuit® LUCKY SEVEN? Ultimate target of ad dressed Ad Club Nov. 9. Ted Leitzell, is there will be severe shortage by Christ- hoc committee to be named by Office of Zenith public relations director, set up mas, with many metropolitan papers now Defense Mobilization Director Arthur S. tape recorder with result that chairman of having only few days' supply rather than Flemming understood to be at least seven meeting referred to incident as "bugging." 60-90 day inventories. Some newspaper new vhf channels for commercial use. Mr. Leitzell, who is scheduled to address rate increases already have been an- These would come from spectrum -space same group this week, reportedly said he nounced. occupied by military- government services, wanted tape recording so that Zenith's law- BIT plus whatever can be carved out of fm yers could listen to it despite offer by Mr. space. Approach is to do job in three Salant to supply him with copy of talk. In SPOT TALK Biow- Beirn -Toigo is call- stages, with two channels in 132 -172 me question- answer session, it was view of ing meeting today and Tuesday with band to be cleared initially. Quest also some observers that several queries were station representatives and representatives involves transition of one vhf channel well planted. of Philip Morris and agency on account, from present fm band, which, in first BT in New York, to discuss mutual problems phase, would add three channels to exist- on spot campaign as well as to thank ing 12 ch. vhf spectrum (story page 7). QUESTIONNAIRES to all radio and tv station representatives for past efforts. stations from Archdiocese of New BT Catholic York asking for accounting of religious BIT WHEN J. Walter Thompson Co., New programs broadcast or telecast during last FOR FIRST time, NARTB's Sports Com- York, switches soon to media buying by year, along with breakdown by denomina- mittee will have tangible signs of support account group plan [CLOSED CIRCUIT, Oct. tion, have caused considerable stir in for its football tv position when group 31], following six buyers will become asso- broadcast ranks. Some station owners re- meets in New York Dec. 13. While public ciate media directors, reporting to Arthur port they have not answered questionnaires officials and even colleges themselves are A. vice president and director of Porter, on ground that request comes from non- starting to resist college football "monop- media department: James Luce, Anne official group and that to do so would make oly," NARTB group will find new problem Wright, Gerald Vernon, Alvin Dreyer, Jim them vulnerable to requests for break- dumped in its lap -charging of $500 fee and Richard P. Jones. Each will be Short downs in every conceivable programming for film telecast rights, enforced this season accounts with time and assigned certain category. Survey is being handled by Office at Missouri U. print buyers reporting directly to him. of Radio and Television Communications BT of archdiocese. BIT BT THEY'RE GOING THATAWAY PAY LOAD RCA's laboratory- equipped DC-3 carried unusual load KRMG Tulsa, 50 kw clear channel ABC MISSED DEADLINE While there's sat- last Monday from Washington to affiliate, has notified network that follow- isfaction that AT&T didn't file notice of Teterboro, N. J., air- port. Aboard as guests of Brig. Gen. David ing expiration of affiliation contract next rate increase for tv traffic by Nov. 1 half - Sarnoff, chairman, and Pat Weaver, pres- March 31 station does not desire to renew year deadline, station -network officials and ident, NBC, were Dr. Frank but will go independent. special NARTB group working on subject Stanton, pres- aren't sitting idle. Disclosure of commit- ident, CBS Inc., and Richard S. Salant, BT vice president, tee's plans expected within few days, fol- CBS Inc.; Robert E. Kint- ner, president, VAGARIES of network -affiliate relation- lowing Friday meeting in New York. ABC, and Ernest Lee Jahncke, vice president, ABC. Group (ex- ships reflected in report from orte Western BT broadcaster, on NBC Radio, who said his cept Jahncke) had conferred with FCC network investigating (Mc- Mutual competitor received greater com- GORDON BAKING CO., currently par- committee Connaughey, Hyde, Bartley and Doerfer) pensation check from network last month ticipating sponsor on Kukla, Fran & 011ie and accepted invitation of Gen. Sarnoff to than did his NBC outlet. Extent to which on ABC -TV, with advertising budget of ride back with him. (Story page 64). line charges and co -op business may have approximately $1 million, is understood been involved was not revealed. to be about to appoint Cunningham & BT BT Walsh, New York, as its advertising agency effective after first of year. D'Arcy Adv., WHY does FCC continue to extend ef- RADIO POWER Coming to head soon New York, currently handles Gordon.