WQAM ' Miami Lever Bros
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SEPTEMBER 3, 1956 35c PER COPY BROAD .dSMn -ety A.k4>ao24=q asvg 00.1o,4 ,x.ty Ilara:r132 03-95(009-I.0)-z0££-7Atd) g boy ;Tun sIJaS 4aeJgzZ ICa:tsaanzun aTd E E ,3tì5A G COMPLETE INDEX Page 10 .. THIS ISSUE: e Big Bitner Deal Page 27 'IND Goes to WB r Record $5,300,00 Page 27 WQAM ' Miami Lever Bros. Seeks Serving all of Southern Florida with 5,000 watts on Better Film Ads 560 kc. Represented by JOHN BLAIR & CO. Page 35 First óii bópér. (47.7%), Pulse, Trendex in every vins Subcommittee time period ' Represented by Adam J. Young, Inc. iblishes CBS Paper Page 50 Even further ahead in first place per latest Hooper. Represented by Adam J. Young, Inc. osby Electronics Div. Sold to MM &M Page 74 First per Hooper (45.8 %), Also Area Nielsen, Area Pulse, Metro Pulse. Represented by JOHN BLAIR & CO. Now all -time highs. First in the afternoon, per Hoop- er. Strong 2nd place, Nielsen -and climbing fast. Represented by JOHN BLAIR & CO. Proxirlenl: Todd tilur, E BUSINESSWEEKLY DIO AND TELEVISIO :::: If you sell things u:: ( (kQWW4,4 (iiZT((WctIFON((:1Crrt. f[(({ y 1( (lQrfr(4 the way to sell them in the Sioux City area is myCHANNEL BECAUSE: BECAUSE: BECAUSE: KVTV dominates Sioux City KVTV has top CBS and ABC shows KVTV has top syndicated and local The people who buy the things you shows sell watch KVTV Channel 9 more The people who buy the things you than any other station ... better The people who buy the things than 2 to 1. Witness Telepulse's sell watch KVTV Channel 9 more you sell watch KVTV Channel latest Sioux City survey figures: because they see the pick of the 9 more because they see the best of the film shows. Smart adver- 65% share of audience 7 to noon shows from two top networks. tisers place these audience -pull- Monday to Friday ers on KVTV: 69% of 6 share audience to mid- Highway Patrol night Saturday I Led Three Lives 73% share of audience noon to 6 Waterfront Sunday Rin Tin Tin CBS ABC The way to sell the 204,500 families in the A Cowles Station. Under the same manage- Sioux City area is KVTV Channel 9. See ment as WNAX -570, Yankton, South Dakota. your Katz representative. Don D. Sullivan, General Manager. Sioux City, Iowa YES, BUY E , BAD-% GNlppGO sot-0NoRKY NEoups r1GELE5 GO FßpNWS 5104 T.M. CBS, INC. Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and July by BROADCASTING PUBLICATIONS, INC., 1735 DeSales St., N.W., Washington 8, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C., under act of March 3, 1879. PROPERTY U.S. AIR FORCE 11th in manufacture of primary metals LANCASTER, PENNA. NBC AND CBS Among the television markets foremost in the manufacture of primary metals, the CHANNEL 8 MULTI -CCTV MARKET Channel 8 Multi -City Market ranks elev- enth, based on production figures for America's top 100 counties (SALES :11.400:11 . ._ MANAGEMENT "Survey of Buying Power" - Moy 10, 19561 This is just one phase of the widely diversified industry which makes ,.... the -TV Channel 8 market a buying READIN WGAL LEBANON HARRISBURG market for your product. ..,,,,. ..... mop too. LANCASTERJ YORK STEINMAN STATION CNuu. 1110 11 Clair McCollough, Pres. N..... ...- -.. N. ..... OWN . D,.,,. ::..:,:.,.: Representative the MEEKER company, inc. New York Los Angeles 316,000 WATT Chicago San Francisco Page 4 September 3, 1956 BROADCASTING TELECASTING closed circuit® WORST YET Networks now know they investigation, wherein he commented: "I DETAILS won't be out for a few days, but face probably toughest Congressional hear- wish to add some thoughts arising from it's known NARTB's board has approved ing of recent times when House Antitrust current trends [such as] the infiltration of expanded public relations program. Plan Subcommittee begins New York hearings big investment business into television. to step up association's program in this Sept. 12. At secret session with Chairman These are questions requiring study by your field was diverted to Public Relations Com- Emanuel Celler (D -N.Y.) last Thursday Commission, and no doubt will be in- mittee at June board meeting. Since that network executives were bluntly told to pro- vestigated, in due time, by this Commit- time committee has drafted program and duce every contract involving talent, sta- tee ..." [BST, July 23]. board approval has been obtained by mail. tion affiliations, program production and BT Hiring of at least one new man in public sponsorship. Failure to submit material relations department is expected. Funds WHAT may emerge will mean citation for contempt of Con- from FCC discussion for new activity to come out of present on station sales is new which would gress, Rep. Celler warned. policy budget. Discarded: Proposal to set up delve into situations where short -term li- BT NARTB branch office in New York for censees sell at high prices. Bandied about NETWORKS naturally don't want inner- public relations contacts. has been term "trafficking," which by rule - most secrets revealed and hence refused of -thumb heretofore has meant sale of sta- BIT to supply information voluntarily. Sub- tions which have not been held for more committee is expected to subpoena mater- than one year. FCC members are talking TV BOOMER From nothing in television ial, and chances are networks will appeal about looking into commitments made by to almost everything in television is trans- to courts to prevent disclosure of informa- such applicants during hearings, and what formation that Wesson Oil & Snowdrift tion that could be damaging competitively. extenuating circumstances might have de- Sales Co. advertising budget has undergone with At Thursday session Chairman Celler veloped to cause licensee to sell. in little more than year, now that company were Frank Stanton and Richard Salant of BT is set for one -third sponsorship of NBC -TV CBS and David Adams and Thomas E. Sid Caesar Show this fall (Sat., 9 -10 p.m. Ervin of NBC, with outside attorneys SMOKE RINGS What would Stevenson - EDT). Its Caesar investment, estimated at Bruce Bromley for CBS and John Sonnott, Kefauver victory bring to communications about $1.2 million and placed through Fitz- for NBC. Reps. Peter W. Rodino Jr. (D- regulation? Gov. Stevenson has several gerald Adv., New Orleans, pushes firm's N.J.) and James M. Quigley (D -Pa.), broadcaster friends but apparently none tv outlay past $4 million mark. Wesson & committee members, were also there with who aspire to public office. Sen Ke- Snowdrift company has been one of prime committee counsel, Kenneth Harkins and fauver's pre- convention supporters include targets of special tv presentations by Tele- Samuel Pierce. Lou Poller, former owner of Milwaukee vision Bureau of Advertising. BT radio -tv properties and advocate of sub- MEANWHILE, BACK AT THE RANCH scription tv, who wanted Frieda B. Hen - BIT Rep. Celler's sleuths were nosing around nock vacancy on FCC last year; William A. Roberts, Washington attorney who rep- ANOTHER tv absentee that has been high FCC commissioners' offices last week, ap- on TvB list, among others, in allo- target Sunkist Growers Inc., parently seeking "telephone" or other Los Angeles, is cations battles, and who served as treasurer now on verge of its first memos similar to those unearthed by Evins major for vice presidential candidate, and Edward move into network television. Sun - subcommittee. Whether Celler staffinen kist's purchase of alternate -week quarter - Lamb, millionaire Ohio broadcaster-pub - were looking for particular items or just hours in Queen for a Day (NBC-TV, Mon: engaged in fishing expedition unknown, lisher- industrialist, whose bitterly- contested license renewal case still pends before FCC Fri., 4 -4:45 p.m. EDT) on 52 -week basis, but findings, according to those who ought is due to be announced shortly. Contract to know, were nil. Several commissioners, and for whom Sen. Kefauver testified in Senate proceedings last year. was placed through Foote, Cone & Beld- it's understood, plan to attend opening ing, Los Angeles. session in New York, since they'll be in BT BT town anyway for Radio & Television Ex- HANDS OFF policy an evaluation of pro- ecutives Society luncheon honoring FCC. grams, commercial content or category STATES' RIGHTS Montana's Gov. J. BT breakdowns, in fact, all those criteria Hugo Aronson may follow lead of Colo- PROPOSED merger of Bartell -owned ch. evaluated in so- called Blue Book of 1946, rado's Gov. E. C. (Big Ed) Johnson, in ap- 33 WMTV (TV) Madison, Wis., and news- has been proposed to FCC by its newest pointing his own state "FCC" to authorize paper owners of WIBA Madison (Capital member, Conir. T. A. M. Craven. At time on-channel tv boosters to serve canyon Times and Wisconsin State Journal) has FCC recessed in July, question of what to dwellers and others who can't get service fallen through, according to reliable do about programming was deferred until because of rugged terrain. FCC considers sources. Reasons not known, except that reconvening. Comr. Craven reportedly such boosters illegal, but hundreds of them principals could not agree on terms. has drawn up his proposal in event FCC are believed in use and, under Federal law, BT majority decides to proceed with study. In are considered "bootleg" operations. (See his proposal would become dis- SALES UNDER SCRUTINY Concern that case, EDITORIAL, page 102.) sent. over increased activity in tv station sales is BT being evinced by FCC, which recon- BIT vened last week after month's holiday.